IN THE WAKE OF ONE OF THE DEADLIEST TERRORIST ATTACKS ON US SOIL, THE TRANSPORTATION SECURITY ADMINISTRATION (TSA) WAS CREATED TO STRENGTHEN THE SECURITY OF OUR NATION’S TRANSPORTATION SYSTEMS WHILE ENSURING THE FREEDOM OF MOVEMENT FOR PEOPLE AND COMMERCE.
UNFORTUNATELY, WE TURNED SAFETY INTO A BURDEN RATHER THAN A PRIORITY.
IT’S 6:15 IN THE MORNING. YOU’RE WAITING IN LINE TO GET THROUGH TSA SECURITY. YOUR FLIGHT LEAVES AT 6;30 AND IT IS THE LAST PLACE TO CHICAGO BEFORE YOUR MEETING AT 9. AS YOU INCH TOWARDS THE FRONT, YOU’VE ALREADY HAD YOUR I.D. AND BOARDING PASS CHECKED TWICE. FINALLY, YOU GET TO THE FRONT AND PULL OUT YOUR SUITCASE. OH NO. YOU REALIZE YOU FORGOT TO PACK YOUR LIQUIDS. SEVERAL PEOPLE SHUFFLE PAST WHILE A TSO BARKS AT YOU TO STEP ASIDE. LIQUIDS PACKED. YOU SQUEEZE BACK INTO LINE NEXT TO SOME OLD MAN WHO LOOKS LIKE HE’S SEEN BETTER DAYS AND AFTER YOU FINALLY GET THROUGH THE SECURITY, GET YOUR SHOES BACK ON, AND DASH TO YOUR GATE... YOU FIND OUT YOU MISSED YOUR FLIGHT.
AMY IS GOING ON VACATION WITH BOB, LITTLE KATIE, TIMMY, JOHNNY, UNCLE HAROLD, AUNT LISA, COUSIN CHARLIE, GRANDMA, GRANDPA, HER BROTHER SAM, SISTER JESS, AND BABY ANDY. PACKING WAS A NIGHTMARE. AND WAITING IN LINE TO GET THROUGH SECURITY IS TORTURE. SCREAMING CHILDREN, CONFUSED GRANDPARENTS. RAMBLING IN-LAWS. OH NO. WHERE ‘S TIMMY. IS HE WITH BOB? WHICH LINE DID HE GET IN.? WHAT DID YOU SAY? DOES ANDY’S SHOES HAVE TO COME OFF? NO? WELL WHY DIDN’T YOU SHE KNOW? DID THEY REALLY NEED TO TAKE THE BABY FORMULA? NOW, SHE HAS TO LISTEN TO GRANDMA COMPLAIN ABOUT HOW THE OFFICER HAD TO PAT HER DOWN AND COULD SEE THROUGH HER KNICKERS IN THE BODY SCANNER. WHY DID WE ALL HAVE TO SEPARATE? DOES SCREENING NEED TO BE THIS HECTIC? HOMER AND BETTY ARE GOING ON A CRUISE TO CELEBRATE THEIR 50TH WEDDING ANNIVERSARY. BETTY HAS A WALKER AND HOMER FINDS IT EASIER TO TRAVEL IN HIS WHEEL CHAIR. THEY ARE TRANSPORTED TO SECURITY, BUT ARE THEN SHUFFLED THROUGH THE LINE. THE OFFICER IS UNFRIENDLY AND IMPOLITE AS HE COMMANDS HOMER TO GET UP AND EMPTY HIS POCKETS AND GET INTO THE BODY SCANNER. BETTY IS CONFUSED AND GOES THROUGH THE METAL DETECTOR WITH HER JACKET, SHOES, AND PURSE STILL AROUND HER ARM. WHY IS THE PROCESS CONFUSING AND WORKERS IMPERSONAL?
WHO DO WE PROTECT? HIM. HER. GRANDMA. GRANDPA. BROTHER. SISTER. MOM. DAD. BABY. US CITIZENS.
YOU & ME.
CURRENT BRAND TOOLS
THE MINDSPACE FUNCTIONAL. TSA provides security for various modes of Transportation in the US. Their services include airport security, air marshals, and other security measures. MENTAL. TSA allows travellers to fly in ease, giving them a sense of safety and comfort. However, the screening process is confusing and some travellers feel that their privacy is violated. SPIRITUAL. The efforts of TSA help to protect travellers and creates a responsibility to public safety. Air Marshals keep the peace and support the global effort against violence/ terrorism. SOCIAL. All air travellers must go through TSA checkpoints. They filter through and must follow directions. Socially, travellers are connected as everyone experiences the same process.
SWOT STRENGTHS. Functionality, High-tech WEAKNESSES. Efficiency, Processes, Implementing innovations, Customer service OPPORTUNITIES. Information graphics, Digital Media, Advertising a positive brand image THREATS. Social reputation. Busy environment leads to mistakes.
PROBLEM?
TOO MUCH. ANGER. CONFUSION. INEFFICIENCY. TIME.
TOO MANY. DEPARTMENTS. DIRECTIONS. PROGRAMS.
IDEAL BRAND TOOLS
MINDSPACE KEY INSIGHT. MENTAL. TSA allows travellers to fly with peace of mind. They understand that the efforts of TSA are necessary to the safety of everyone and that the security process is not invasive, but protective.
TO SUGGEST EFFICIENCY
CLEANLINESS
WARMTH
FAMILY
COMFORT
RELIABLE
PEACE OF MIND
GENUINE
APPROACHABLE
INTEGRITY
AUTHORITATIVE
SINCERITY
BRAND CODE POSITIONING
MISSION
To ensure safe air travel through efficient and clear methods of security screening.
To protect the nation’s transportation systems to ensure freedom of movement for people and commerce.
PRODUCT/ BENEFIT To provide information, interaction, and peace of mind for air travellers.
GUARDIAN
VISION All air travellers should be proud of TSA as a homegrown national, trustworthy, anti-terrorist service working to protect travellers.
STYLE
VALUES
Approachable, clean, modern, dynamic, official, warm, clear, understanding.
Is reliable, caring, friendly, helpful, genuine, excellence, integrity, innovation, team spirit, sincerity.
HIGH-TECH SWISS AIR FLIGHT CHECK
LUFTHANSA
ARMY UNITED AIRLINES
NAVY
FBI GLOBAL
REGIONAL
HANDMADE
NATIONAL
SAY HELLO TO THE NEW
WE ARE A PASSENGER COMMITTED COMPANY THAT FUNCTIONS SEPARATELY UNDER TSA TO ALLOW TRAVELLERS UNDERSTANDING WHEN COMPLETING THE FLIGHT CHECK SCREENING PROCESS. WE ARE DEVOTED TO YOU.
FLIGHT CH THE ONLY SERVICE TH PROVIDES P MIND WHE
HECK IS PUBLIC HAT PEACE OF EN FLYING.
THE VISUAL BRAND TSA’S CURRENT VISUAL IDENTITY IS OVERLY COMPLICATED WITHOUT A UNIFYING MARK SPECIFIC TO AIR TRAVEL. INSTEAD. MUTED COLORS, TEXT HEAVY VISUALS, AND THE SEAL OF HOMELAND SECURITY ARE THE IDENTIFYING FEATURES OF THEIR VISUAL STYLE. THE INTRODUCTION OF FLIGHT CHECK ALLOWS A CLARIFIED, OPTIMISTIC APPROACH THAT SUGGEST’S ITS NEW SENSE OF COMMUNICATION.
tsa
tsa TSA BRAND. FLEXIBLE MARKS
FLIGHT CHEC
FLIGHT CHEC
FLIGHT CHECK. FLEXIBLE MARKS
FLIGHT CHEC
tsa
GILL SANS
60 PT
ROMAN 14 PT
ROCKWELL
60 PT
LIGHT 14 PT TYPOGRAPHY
C 51
C2
C5
M0
M 15
M7
Y 20
Y 100
Y 47
K0
K0
K0
C0
C 42
C0
M0
M 89
M 50
Y0
Y0
Y 98
K 80
K0
K0
PRIMARY PALETTE
SECONDARY PALETTE
FLIGHT CHEC
Kansas City International | Suite 1800, 601 Brasilia Avenue | Kansas City, MO 66044
Kansas City International www.flightcheck.com
SKYLER CLOUD flight check manager scloud@flightcheck.com 636.288.7718
FLIGHT CHEC
FLIGHT CHEC
PEACE. A STATE. OF MIND.
WORK AND LIVE TO SERV WORLD A LITTLE BETTER AND GARNER FOR YOUR MIND AS YOU CAN. THIS
VE OTHERS, TO LEAVE THE R THAN YOU FOUND IT RSELF AS MUCH PEACE OF IS HAPPINESS.