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TWA 02.

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TABLE OF Contents CHAPTER

08 — 11

CHAPTER 1. conceptualization Previous Logo The Key Concept

14 — 35

CHAPTER 2. new visual Concept Primary Sketches Secondary Sketches Secondary Distillation

38 — 41

CHAPTER 3. refinement Tertiary Distillation Finalization

44 — 51

CHAPTER 4. case study Logo Competitors

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CHAPTER 1

CHAPTER

conceptualization

Previous Logo The Key Concept

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Previous logo

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A brand identity has to have a distinct visual look that is associated with a company. Before moving forward to the step for a new logo design, we need to look at the history of the brand. Through the flow of logo development, we can see how TWA has expressed its brand. Looking at the history of the previous logo is a great help in creating a new logo.

2001


CHAPTER 1

conceptualization

1940s

1950s

1960s

1970s

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THE KEY CONCEPT

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The new logo features the concept with TWA keywords such as pioneer, unlimited, and brave. It also expresses the images of keywords based on the brand mission. Design process will be like these. After research the previous logo history, it needs several steps for creating the new logo. 300 initial sketches at the beginning step and then narrow down the design direction. The sketches belong to logotype camps like symbol, graphics and wordmark. More sketches help to make an opportunity to think about the creative ways to design logo. Sketches convert to digital for the final version.


CHAPTER 1

keyword 01

conceptualization

Pioneer Try New Experiences

keyword 02

Unlimited Beyond Expectations

keyword 03

Brave No Fear

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CHAPTER 2

CHAPTER

new visual concept

Primary Sketches Secondary Sketches Secondary Distillation

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BE A PIONEER TRY NEW EXPERIENCES


CHAPTER 2

PRIMARY SKETCHES

NEW DESIGN CONCEPT

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Pioneer Pioneer is one of the essential keywords because TWA brand story is from this spirit. The term of 'pioneer' gives the impression of going forward somewhere. We thought that pointing up looks like a step forward. We tried various ways to express the exact feeling what we want to show in visual.


VISUAL DEVELOPMENT GUIDE

This shape depicts a sense of strong upward movement.

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CHAPTER 2

NEW DESIGN CONCEPT

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NO LIMITATIONS BEYOND EXPECTATIONS


CHAPTER 2

PRIMARY SKETCHES

NEW DESIGN CONCEPT

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Unlimited We expressed a continuous and endless feeling by representing the connections between the graphic elements. It was driven from the form of ‘pi’ in mathematics. This inspiration combined with the rectangle shape. this logo is also aimed at showing endless possibilities.


VISUAL DEVELOPMENT GUIDE

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The continuousl–looped gives the impression of circulation without interruption.


CHAPTER 2

NEW DESIGN CONCEPT

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BE BRAVE NO FEAR


CHAPTER 2

PRIMARY SKETCHES

NEW DESIGN CONCEPT

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Brave We used bold strokes to express strength and bravery. The shape of the pointed triangle describes impression such as start rapidly and bold. It also shows speed. We created the graphic type of logo with T, which is the first charter of TWA. We explored the design with curved and straight elements. We tried to go with the graphic type of logo, and then we decided the symbol logo time is suitable for new logo concept.


VISUAL DEVELOPMENT GUIDE

A triangle with a tilted angle is more suitable for giving a strong and dynamic feeling.

We tried to make various angled triangles.

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CHAPTER 2

NEW DESIGN CONCEPT

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“PASSION WILL MAKE YOU CRAZY,BUT IS THERE ANY OTHER WAY TO LIVE?” — Howard Hughes


CHAPTER 2

SECONDARY SKETCHES

NEW DESIGN CONCEPT

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After primary sketches, we move to the second phase with refinement. The design direction is narrowing down and be more specific. Gradually the features of the new logo are revealed. The new concept is chosen for “pioneer” with feedbacks. In this phase, we focus on making design variations as many as we can for providing diversified options.


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We decided to develop in divided shape. The combination of small pieces of triangles seems agiler than one large form.


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NEW DESIGN CONCEPT

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NEW DESIGN CONCEPT

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We continued to develop by using triangles.

We tried to cut the triangle into various sizes.

CHAPTER 2


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An arrow like a flying figure is more suitable for brand image. It seems more active.

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CHAPTER 2

NEW DESIGN CONCEPT

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The upright figure also progresses together with a flying arrow in next step.


VISUAL DEVELOPMENT GUIDE

secondary distillation

34

After considering the overall TWA new brand images, missions and keywords, we decided to develop the logo in the shape of a triangle. The triangle is facing upwards. Although the new logo is still in the process of refinement, it has been decided what it looks like in the final.


CHAPTER 2

NEW DESIGN CONCEPT

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VISUAL DEVELOPMENT GUIDE

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CHAPTER 3

CHAPTER

refinement

Tertiary Distillation Finalization

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tertiary distillation

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Exploring the many versions logos, we almost reached the final point. What we chose to decide at this stage would be refined details and become our final logo. However, it still needed some refinements to ultimate the logo. We modified the details such as space between the symbol and logo, and angle etc.


CHAPTER 3

REFINEMENT

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Finalization

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Through tertiary distillation, we changed the wordmark to be a sharped shape. The refined wordmark is similar shape with the symbol. Adjusted the spaces were much clear visually. Finally, we decided the logo suitable for our brand mission and image. The combination with symbol and wordmark have to be harmonious. After the decision of final logo design, we establish specific and explicit standards in the next step.


CHAPTER 3

REFINEMENT

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CHAPTER 4

CHAPTER

case study

Logo Competitors

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Logo competitors

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Exploring various company logos and divergent cases are crucial in desgin process. We could know through the research for logo competitors, which use analogous shape to our TWA new logo. In this phrase, we know that how other companies use the logo symbol and wordmark in the same direction with us.


CHAPTER 4

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CASE STUDY

Advanced Micro Devices

HGTV

Adobe

Arrow breaking out of the box to demonstrate momentum of the brand. A logo visual represents the capabilities and potential of brand. It means that ongoing innovation.

HGTV broadcasts a variety of how to shows with a focus on home improvement, gardening, crafts, and remodeling. The shape of triangle means roof and the letters are set in Gotham fonts.

The logo describes both graphics and text on one page. This features a stylized letter A in white on a red background using the negative space.

Semiconductor Company

Cable channel

Computer software


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Dunlop

Caterpillar

Carrefour

Red arrow represents moving forward and sense of speed. The intense red and yellow attract attention. The letter D in the circle is a symbol of the tire.

This company is famous as yellow triangle iconic logo. The yellow color in the Caterpillar logo represents joy and optimism while the black color stands for excellence and power.

The negative space letter C is positioned in such a central area of the logo that is practically impossible to not see it anymore. The Carrefour mark is composed by two arrows, pointing left and right, reflecting the literal meaning of the French word ‘Carrefour’ means ‘Crossroads’.

Tire Company

Machinery and equipment

Retail company


CHAPTER 4

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CASE STUDY

Banner Bank

Bass

Axis Bank

Throughout our history, Banner Bank has focused on delivering competitive financial services to the clients. A sharp, curved triangle indicates fastness and accuracy.

A triangle symbolizes rising energy, prosperity and the wealth of life. The red color also signifies energy, as well as passion, vitality and enthusiasm for life. The brand name letters are handwritten to underline the elegant and authentic expression.

The logo uses letter A from the word Axis. It is a contemporary, universal and solid design using the burgundy color.

Commercial Bank

Brewing company

Private bank


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Citroen

Reebok

Citgo

The logo features a stylized image of double helical gears. It also looks like a double V, turned upside down, or a double arrow facing upwards. Silver color gives the logo a modern and elegant look, with the red adding passion for car creation.

The Delta symbol represents the positive and transformative change that fitness can have on a person’s life. The triangle consists three distinct parts each representing the changes in physical, mental and social. It absolutely complements the brand identity and reflects the brand value.

At first glance, The logo is an equilateral triangle, which is a triangle with all the sides the same length, and all angles. The symbol, which is a red triangle uses as flashing sign in the city.

Automobile manufacturer

athletic footwear

Fuel industry company


CHAPTER 4

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CASE STUDY

Reliance Communication

DLF Building India

Anglia Television

The double arrows pointing upwards represent the company's unlimited potential and development potential. The contrast colors of red and blue give a strong impression. Symbols are also used for wordmark.

The black capital letters represent the solidity of the company and responsibility to be strong. A big pyramid is consist of nine small triangles. Each small triangle seems solid. The pyramid composition describes the building structure.

The logo is made up of triangles, which forms letter A. Small triangles are added to the simple shape as decorations. The yellow color is outstanding compared to blue. It is a point of the symbol.

telecommunications

Real Estate

Broadcast


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Chevron

Mitsubishi

Fedex

They originate directly from the name of the company Chevron, which means ‘angles’ in terms of rank as one of the interpretations. The symbol depicts a badge shape in red and blue color.

The name Mitsubishi consists of two parts. ‘Mitsu’ meaning is ‘three’ and ‘bishi’ meaning is ‘water caltrop’. It also translates as ‘three diamonds’. The symbol reflects the shape of three diamonds.

The space between letter E and X creates a small arrow. This hidden arrow was intended to be a subliminal symbol for speed and accuracy.

Oil industry

Automotive manufacturer

Shipping service


CHAPTER 4

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CASE STUDY

British Rail

Asiana Airlines

Aston University

The double arrow logo is formed of two interlocked arrows showing the direction of travel on a double track railway. It was nicknamed the arrow of indecision. It is an iconic and instantly recognizable logo.

The symbol mark described airplane wing. It represents Asiana Airlines and customers moving forward together. It also depicts they will fly into a beautiful future with forwardlooking spirit.

The logo has developed consistently to represent the University identity. Aston University bases within the Aston Triangle area and the logo of the establishment takes from the shape of the area.

Public transport

airline company

university


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Sources

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web research / Photography

www.pexels.com www.cnn.com www.cnbc.com www.brandsoftheworld.com www.pinterest.com www.bpando.org www.designcrowd.com

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Academy of Art University School of Graphic Design Spring 2018 GR 604: The Nature of Identity

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