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Aeropuerto Internacional Cuidad de Mexico

PAULINA SERRA

BRAND IDENTY SYSTEM


DEVELOPMENT Mind Maps Deign Brief Concept Strategy

index

observation

APPLICATION

development

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DESIGN Symbol Type Logo

Visuals Exterior Design Interior Design Environmental Design Merchandise

design

application

04

Brand Assessment Values Visual Audit Who Is AICM?

01

OBSERVATION

02

TABLE OF CONTENTS

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OBSERVATION

01


OBSERVATION From observation and gathering information , the airport dearly needs an update. The structure of the building itself still works. The branding its outdated as well as some amenities and interior design. The airport is in good condition. By association with other airports people, compare it to more developed countries and even though Mexico is a rich country it doesn’t always invest in to its infrastructure. The brand identy needs, to be recognizable by the public. Currently people call it the international airport or aeropuerto Benito Juarez. Re-branding many aspects will clarify means international signage and variation in languages but in the way the airport is managed. There’s also the issue with wayfinding, there is color coding but there is no key for some locatons.

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observation

An issue that also needs to be addressed is the map legibility and accessibility .Then there’s the issues, of public transportation, and knowing how it works. Having more times and schedules of public transport with metro,train and buses and not just the access to taxi service and car rentals. There’s also multiple levels with in the airport and people need to know how to navigate.

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OTHER AIRPORTS

good

JFK is a good example of showing then brand. Paris also shows the architecture without being blatantly obvious. Heathrow and Frankfurt Airport do not have a story behind theis logo and it has no obvious message. Both logos look generic and are not representative of the destination that they resided in.

different

08

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AICM Is an international airport with connecting flights all around the world as well as direct flights 26 international and national airlines and 13 cargo airlines. It has been operating world wide since 1952. They operate under SCT (secretary of communications and transportations) . Last year 15,753,355 International passenger travel threw the Mexico City airport.

26 flight pattern world wide 13 international and national cargo lines 15,753,3555 Passengers in 2017

application

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LEFT BRAIN

Efficient Informational Accessible Clear Direct

010

index

RIGHT BRIAN

Bright Welcoming Extincting Colorful Friendly

Practical Pleasant Engaging Capturing

observation

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DEMOGRAPHIC CURRENT

TARGET

The current travlers travling for business and pleasure some tourists going to the more tropical destinations such as Cancun and Puerto Vallarta. Most of the traffic is from travlers that are national also and used the airportas a hub for direct flights world wide.

AICM desires to bring in more international airlines and become a large airport world wide. They’re hoping that the new airport in association with development will bring more business and more of an influx of tourism along with more airlines offering flights and connections. They’re also trying to become a bigger airport to have more people go through and stop and explore Mexico and support tourism.

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ABOUT STRENGTH Centric, cheaper at some exchange rates, accessible, lost of flight to various destinations world wide, convenient.

WEAKNESSES Bad Service, Bad Wifi, Run Down, Hard to reach on public transit, Unclear signage, No water fountains. Lack of people that know English flatulent. Singe and directional problems and run down and dingy.

012

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CLIENTS VIEW Clients claims to satisfy the necessities of the users of the airport, by the presentation in our service and hope that this can help to create and grow the evolution of the airport itself. To give the Mexico city international airport a global projection status in a competitive form and face the challenges and opportunities with efficancie and attitude granting a quality in there services.

PUBLICS PERSPECTIVE Public Perception: Is that it’s outdated, Chaotic and needs clear signage to navigate. There is also a failure in amenities with Wifi that’s very important to modern world. It gets the job done but in not a destination or stop they want to go threw. Along with the attention to people is rude or not inviting to the public.

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013


COMPETITION

GRU - SĂƒO PAULO, BRAZIL There third terminal was open recently in 2014. Its ranked 1 busiest airport in South America and 30th in the world. There more common business international routes are Buenos Aires, Miami, New York, Santiago, Paris, Madrid, Lima, Frankfurt, London, Montevideo. The Airport is also undergone a lot of renovation and the last big renovation was 1989 to be able to construct the third terminal way that was opened in 2014.

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Passengers: 30,408,811 last year

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EL DORADO INTERNATIONAL AIRPORT - BOGOTĂ , Airport was reconstructed and in use since 1959 and its ranked third busiest airport in Latin America falling right behind Mexico City Airport. There has 23 domestic and 27 international destinations to the U.S., Latin America, Caribbean, and Europe.

Passengers: 27,563,070 last year

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015


016

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Honesty

VALUES AICM we value our customers as much as we do our culture and want to be able to share it with every one. We welcome and in to our home while making you travels as pleasant and efficient as it can be. To any of our world wide connecting flights and destinations. We are always here to not just make it easy to travel but fun as well. Hope you enjoy and come back soon.

Respect Loyalty

Equality

Tolerance

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017


VISUAL AUDIT

018

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019


OBSERVATION

02


DEVELOPMENT Design development and discomvery has sevral stages goes through several stages before the final sloution.This section shows the design and thinking proceses of the develpment phase.

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021


DESIGN BRIEF To create a more efficient and simple way to travel. By being more clear with singe and process of boarding,checking in and flying. Along with exposing the travels to new combination of colors and designs. While also exposing the culture to those who travel threw the airport. Creating a friendly welcoming environment and customs that Mexico has to offer. Along side the grate food , music ad environment that gives the carter and life to the city its self and translated into the airport its self. With a more clear and color coed singe and creating a pleasant natural environment within the interior deign of the airport.

index 022

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023


PROCESS

STRATEGY

Process and strategy prior to designing, stopping to think and take into account what make AICM unique. With it being in the part of central Mexico it shares a lot of history and heritage that come with it. But it’s also a city that has become modernized. The influence in the design is heavily based upon the architecture and is reflective upon Mexico City and where it stand today in age.

The vision for the brand was to take the traditional Aztec and Mayan heritage of Mexico and combine into a modernized look and feel. By bringing the ancient and modern world together, it’s brings back the tactile and rustic feel of ancient ruins with a pleasing and stylish take on it. To be indicative of what Mexico City has to offer and is.

024

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MIND MAP Are made to navigate and sort out thoughts. Of what things are and conceiting the words to come up with the essence of the brand and key words that move the design.

KEY WORDS Culture Stable Energetic Memorable Efficient

application

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DESIGN

03


DESIGN An elegant and primitive logo was designed to take a modern iconic form of ancient Aztec architecture with a blend of modern design. Because of this it lends itself to create beautiful patterns to fit in with the architecture and interior design soulution. Along with other color and signage around the airport. advertise the rebrand in large print advertisement and web as well.

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027


LOGO DESIGN The logo based of ancient Aztec architecture and forms with horizontal decision and lines along with the rounded corners.

028

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PROCESS

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029


030

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TYPE EXPLORATION

Grotesque MT Std

Myriad Pro

Lato Regular

DINOT-Bold

Avenir

Gill Sans

Work Sans

Open Sans

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031


TYPOGRAPHY The design direction I chose for secondary type face is Myriad Pro bold and regula. In order to not contrast or comepte with Bahuaus typeface. Along with its O not being very rouned out.

Myriad Pro

ABC abc

The Design direction I chose for body copy type face is Avenir to be a lighter font with he two other heavier font for body text.

AVENIR

ABC abc

032

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123-5 C

COLOR 129-14 C

The blue green is representation of the sky and grounded ideology of the airport. The green is suppose to represent the vivid life that Mexico city has along with growth. And with in the variations. The dark blue and light grey are meant to be background colors or interchangeable with text as well. The pink is a toned down version of the Mexican pink that is as bright and vivid a the city it comes from.

135-65 C

179-11 C

74-8 C

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033


SYMBOL

Inspired by Mexican culture itself and its traditional style based off ancient Aztec temples. With geometric lines and rounded corners bring it together into a modern symbol to represent the blend of historic and modern and present day repression of Mexico City and what it has to offer. 034

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The symbol on its own is meant to represent the A for airport. It’s an overall simplified version with Aztec influence and symbolism. Used on smaller arese to be applied onto and as uniform emblems.

observation

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WORD MARK Inspired my Mexican culture and it new age modernized form yet still very expressive and round. More welcoming and playful forms with a clean and modern form.

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035


AEROPUER TO

INTERNA CIONAL

VERTICAL WORD MARK When it’s stacked unilaterally it’s used with in the airport by themselves. But when applied anywhere else than the airport the it should indicated that it is the international airport.

036

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SECONDARY SYMBOL The form is inspred by the mayan symblo of air. With in it there are two letter T’s to indacte terminal two witch is the international one. index

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037


APPLICATION

04


APPLICATION The application of the design is seen through out the architecture, signage stationary and advertisements with in the airport and outside as well.

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039


BRIGE

BUS STOP 040

AIR PORT TRAM WAY index

observation

development

design

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WALL AND FLOOR APPLICATION

ENTANCE DOOR

VERTICAL GARDENS

WALL APPLICATION index

observation

development

design

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041


ROAD SIGN AGE

25 Km 25 Km 26 Km

AEROPUER T O I NTERNACIONAL CUIDAD DE MEXICO

Terminal 1 Vuelos domesticos Domesic Flights

Terminal 2 Vuelos Internacionales International Flights

ROAD SIGN AGE

PRIMARY SIGN AGE 042

AICM

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SECONDARY SIGN AGE development

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PARKING STRUCTURE index

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043


STATIONARY 044

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EMPLOYE UNIFORM

VEST index

NAME TAGS observation

development

design

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045


INFORMATIONAL KIOSK This is a pop up informational map with language seating for the people geting threw and trying to find what they need with out talking to people and having to trasnlate.

046

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LIGHT APPLICATION index

observation

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047


Depa

Salid rture as s

PRIMARY SIGNAGE

048

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development

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SECONDARY SIGNAGE E

E

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049


INFORMATIONAL SIGNAGE

M

H

H

M

050

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Sala Hall

Sala Hall

Airline AmrericanAirlines

Flight G2367

Destiantion Log Angles

Time 2:30

British Awrways

B468

Whales

3:20

Interjet

G9876

Las Vegas

5:40

Gate 15

Delayed

T2

Last Call

T2

On tim e

2:15

20

Zurich

2:30

15

D38775

New York

Qantas

G38640

Log Angles

Air Canada

B30790

Qubque

D29709

Hong Kong

Air Dubi

G30280

Dubi

6:34

Stautus Boarding

T2

Denmark

G3764

Asian Airlines

T2 T2

9

B23098

Swiss AirWay AmrericanAirlines

Terminal

17

Lusthafian

T2

Delayed

2:30

15

T2

Boarding

2:30

15

T2

On Tim e

2:30

15

T2

Boarding

15

T2

Delayed

2:30

15

On Time

Light

Siting Area

Power Outlets

DESIGN INSPIRED BY ARCHITECT LUIS BARRAGAN index

observation

development

design

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051


Sala / Hall 33

all

all

Hall

Sala / Hall 32

Sala / Hall 26

Sala / Hall 31

Sala / Hall 27

MAP

Sala / Hall 30

Sala / Hall 25

Sala / Hall 24

Sala / Hall 22

Sala / Hall 23

Sala / Hall 21

Sala / Hall 28

Sala / Hall 29

J

Sala / Hall Salida Inernational International Exit

F3

Sala / Hall

Sala / Hall 9

Sala / Hall 20

F2

Sala / Hall

F1

H

Sala Internaciaonal International Hall

Salas / Halls 19D-A Sala / Hall

19D

Sala / Hall

19C

Sala / Hall

19B

19A

Sala / Hall

Sala / Hall

$

Sala / Hall

Sala / Hall

14

11

Sala / Hall

Sala VIP

VIP

?

B

Sala National Domestic Hall

Sala / Hall

H

E

E $

E

Sala / Hall 10

Sala / Hall

12

13

Sala VIP

Sa Sala

8

E

Sala / Hall

$

E

Terminal Terestre

E

E

E

Land Terminal

E

AREA DE COMIDA FOOD ZONE

ZONA DE PASAGEROS PASENGER ZONE

B

Sala / Hall

Salida Nacional Domestic Flights

Llegadas Intenationales $

Puerta Gate

AREA DE VISTANTES VISTOR ZONE

10

E

Puerta Gate

9

E3

Sala / Hall

Puerta Gate

8

E1

E2

Sala / Hall

Sala / Hall

Galeria

D

Llegadas Intenationales International Arevials

International Arevials

Galery

Sala / Hall Puerta Gate

Puerta Gate

Puerta Gate

6

7

5

Llegada Nacional Domestic Arivals

Salida Nacional

A

Domestic Flights

C

Sala / Hall

Sala / Hall

Puerta Gate

4

Puerta Gate

Puerta Gate

3

2

?

BaĐŚos Bathrooms

Comida Food

Vuelos Internationales International Flights

Vuelos Nationales National Flights

Registro Check in

Llegadas Nacionales National Arivals

Elevador para Discapasitados Handicapped Elevator

Migracion Imigration

Renta de Caros Car Rental

Cafe

Sala de Erpera Wating Room

Salidas Nacionales National Departures

Elevador Elevator

Policia Police

Taxis

Bara Bar

Reclamo de Equipaje Bagage Claim

Llegadas International International Arivals

WIFI

Resturantes Resturants

Estacionamineto Parking

Regalos Gift Shop

Reclamo de Equipaje Extraviado Lost Luage

Salidas International International Departures

BaĐŚos Bathrooms

Comida Rapida Fast Food

Modulo de Pago Payment booth

Telephono Phone

052

Puerta Gate

1

Planta A

AREAS DIVIDAS DIVIED ZONES

Puntos de Pasajeros Pasenger Points

index

8

1

Sala / Hall

E

15

16

Sala / Hall

Sala / Hall

Sala / Hall

AREA DE TRANSPORTE TRANSPORTATION ZONE

Sala / Hall

Sala / Hall

17

18

G

Sala / Hall

Salas / Halls 8 / 7C-A

Sala / Hall

E $

E

observation

development

Amenidades Eseciales Esencial amenties

Servicos Ecenciales Esencial Services

Information Information

H

Hotel

design

application

7C

Sala / Hall Sala / Hall

7B

S

7A

Sala / Hall

2


Sala / Hall 33 Sala / Hall 32

Sala / Hall 34

Sala / Hall 26

Sala / Hall 31

Sala / Hall 35

Sala / Hall 27

Sala / Hall 30

Sala / Hall 36A

ala / Hall

Sala / Hall 24

Sala / Hall 29

J

Sala / Hall Salida Inernational International Exit

F3

Sala / Hall

F1

F2

Sala / Hall

F2

Sala / Hall

Sala / Hall 22

F1

Sala Internaciaonal International Hall

Sala / Hall 21

H

$

19B

Sala / Hall

19A

Sala / Hall

Sala / Hall

$

16

Sala / Hall

19D

Sala / Hall

19C

Sala / Hall

19B

Sala / Hall

19A

$

Sala / Hall

Sala / Hall

10

17

18

Sala / Hall

16

Sala / Hall

15

H

Terminal Terestre

Land Terminal

B

Sala /

E3

Sala / Hall

Puerta Gate

Sala / Hall

14

13

8

Sala / Hall

E2

Sala / Hall

?

11

Sala / Hall

Sala / Hall

Galery

C

/ Halls SalaSalas / Hall 8 / 7C-A Puerta Sala / Hall Gate 10 7

Puerta Gate

6

Sala / Hall

8

Sala / Hall

Sala / Hall

1

7C

Sala / Hall Sala / Hall Puerta

7B Gate 7A

5

Salida

Domestic

Sala 6/ Hall5 Sala / Hall

Sala / Hall

2

Sala / Hall

3

Sala / Hall

B

Sala National Domestic Hall

E

4

E

E

E

Land Terminal

E $

E

Terminal Terestre

Planta B index

observation Llegadas Intenationales

Puerta Gate

10

$

International Arevials

E

development Llegadas Intenationales International Arevials

design

Salida Nacional Domestic Flights

D

Sala / Hall

Galeria Galery

C

B

Sala / Hall Salida Nacional Domestic Flights

application

053

Llegada Nacional Domestic Arivals

A

Sala / Hall

Puerta Gate

Puerta Gate

4

Sala / Hall

Sala VIP

Sala / Hall

H

E1

Sala / Hall

12

Galeria

D

Llegadas Intenationales International Arevials

VIP

E

14

Sa

Sala VIP

Sa Sala

Sala / Hall

VIP

E

E

E 9

15

?

International Arevials

Puerta Gate

Sala / Hall

Sala VIP

8

E

Sala / Hall

17

18

Sala / Hall

$

E

Sala / Hall

19C

Sala / Hall

Puerta Gate

Hall

E

Sala / Hall

G

Llegadas Intenationales

Sala / Hall

E

19D

Sa Sala

International Hall

Salas / Halls 19D-A

G

Sala / Hall

H

Sala / Hall

Sala / Hall Salida Nacional 9 Domestic Flights

Sala / Hall 20 Sala / Hall 23

Salas / Halls 19D-A

Sala / Hall 21

Sala Internaciaonal

Sala / Hall

E

Sala / Hall 24

Sala / Hall 22

Sala / Hall 23

Sala / Hall 28

l

F3

Sala / Hall 20

Sala / Hall 25


CONCLUSION With the new brand direction AICM is finally reflective of the Mexico City and its history. The Brand Identity is modern, true to its roots and experience is meant to be welcoming as well efficient with a new color coded information system. As well as renovations of interiors that reflect the culture along with its colors. There is a more fluid communication system with informational kiosk set in different languages AICM is now capacitated as well as able to accommodate the variety of travelers that came through the airport. AICM is dedicated to create a cultural, stable, energetic, memorable and efficient environment. With this new brand we bring forth a design that reflects the essence of mexico and the airport and share with the world.

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Profile for Paulina Serra

corprate rebrand for Mexico City airport  

The project is a concept base for a corporate rebrand for the international airport in Mexico City.

corprate rebrand for Mexico City airport  

The project is a concept base for a corporate rebrand for the international airport in Mexico City.

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