AIG Visual Development Guide by Eugene Gushchin Student project for Nature of Identity class Academy of Art University, 2017
AIG Visual Development Guide by Eugene Gushchin Student project for Nature of Identity class Academy of Art University, 2017
AIG _ Visual Development Guide
Table of Content
TABLE OF CONTENT
1
2
Brand research
Logo design
6-7
Logo History
18-19 Keywords
8-9
Logo Evolution
20-23 Symbols
10-15
Logo Research
24-27 Graphic mark
28-29 Wordmark 30-31 Selection 32-35 Final Mark 36-37 Mark Variation
BRAND RESEARCH
Brand research section presents the company position among competitors and lays the grounds for the development of the future identity.
Brand research 6-7
Logo History
8-9
Logo Evolution
10-15
Logo Research
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AIG _ Visual Development Guide
AMERICAN INTERNATIONAL GROUP
page _11
1. Brand research _ Logo History
LOGO HISTORY American International Group, Inc. (AIG) is a holding company for a network of subsidiaries primarily engaged in insurance and insurance-related activities, including property, casualty, life, financial services, retirement savings products, asset management, and aircraft leasing. AIG operates in more than 130 countries and jurisdictions, and its combined revenues make it the largest U.S.-based international insurance organization and one of the largest insurance Public Company Incorporated: 1967 Employees: 81,000 Total Assets: $492.98 billion (2001) Stock Exchanges: New York London Tokyo Paris Swiss Ticker Symbol: AIG
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AIG _ Visual Development Guide
1973
1980’s
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1. Brand research _ Logo Evolution
2012 AIG Employee Contest AIG holds a company wide contest to design the first logo for American International Group, Inc. Open to all employees around the world, Filemon G. “Sam� Samiley in the Philippines office, creates the winning concept.
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AIG _ Visual Development Guide
VISUALLY SIMILAR LOGOS
Associaçào dos Usineiros de Estado de Sào Paulo Rafael Rodrigues
Atlas Corporation Paul Rand
Autobianchi Ilio Negri.
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1. Brand research _ Logo Research
Letters A & G Selection of logotypes based on the triangular shapes, including letters and graphic marks.
Globex Design Pierre-Yves Pelletier, Yvon Laroche
Covernement of Antwerp Paul Ibou
Graphik Art Yvon Laroche
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AIG _ Visual Development Guide
VISUALLY SIMILAR LOGOS
Gomes de Almeida Fernandes Cleuton Sampaio, Paulo de Tarso Mello.
Prefna np Frantisek Bobรกn
Weyerhauser Lippincott
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1. Brand research _ Logo Research
Triangle shapes Selection of logotypes based on the triangular shapes, including letters and graphic marks.
Delta Airlines Lippincott
Paul Forrer AG Ernst Hiestand + Partners
Alpha Pack LLC Erica Westerfield
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AIG _ Visual Development Guide
VISUALLY SIMILAR LOGOS Finance logos Selection of logotypes based on the triangular shapes, including letters and graphic marks.
HSBC — Hongkong and Shanghai Banking Corporation Henry Steiner
Banco Itaú América Aloísio Magalhàes
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1. Brand research _ Logo Research
Economic and Investment Fridolin MĂźller
AIG // Visual Strategy Guide
IDENTITY DEVELOPMENT
AIG reached to the point when we operate globally in almost every geographical location. We serve communities in Africa, Americas, Australia, Europe and Asia. In this chapter, we are developing a new identity system that can carry out our legacy, while manifesting our future focus.
Logo Design 18-19 Keywords 20-23 Symbols 24-27 Graphic mark 28-29 Wordmark 30-31 Selection 32-35 Final Mark 36-37 Mark Variation
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AIG _ Visual Development Guide
1
2
3
UPS & DOWNS
ELIMINATE
DOERS
We got you covered
Eliminate risks altogether
Whatever you do
Regardless of what’s happening around, we have the appropriate product/service to make sure you are covered.
There are types of events that can not be compensated by the mere money, tailoring to those customers with unique/specialty risks, we try to manage those risk the way claims never happen.
Our customers are a diverse crowd, we know and appreciate that. In fact, we thrive because of you, so whatever is it you are doing in life, you can make sure we got your back. Sometimes it means walking in the gray zone, and that’s ok!
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2. Logo design _ Keywords
KEYWORDS AND KEYPHRASES By eliminating the risk altogether, we got you covered whatever it is that you do.
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AIG _ Visual Development Guide
1
2
Fear contained
Superiority
page _25
2. Logo design _ Symbols
SYMBOLS In this selection of sketches, I’m exploring all the possible visual connotations with the keywords in the form of shapes and symbols. Interpreting the design keywords gives me the range of emotions and ideas behind them. For example, “Ups & Downs” means we got you covered, regardless of the circumstances, so you are fearless and powerful.
3
4
5
Power
Eye
Japaneese inspired
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AIG _ Visual Development Guide
6
7
Duality
Strong shapes
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2. Logo design _ Symbols
SYMBOLS Risks are an inevitable part of life so that risk-management can be interpreted in connection with the cycle of life and duality. Watching out for yourself and surrounding is a bit part of risk elimination, hence the “eye� shapes.
8
9
10
Cycle of life
Eye interpretations
Stock market
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AIG _ Visual Development Guide
1
2
Eye interpretations
Letters AIG
page _29
2. Logo design _ Graphic Mark
GRAPHIC MARK In this selection of sketches, I’m exploring the possible visual connotations in the form of a graphic mark, which assumes somewhat altered letterforms and letterform-based shapes. Some of the interpretations stay the same as for symbols; some new occurs in the process.
3
4
5
Individuality
Triangular
Stock market
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AIG _ Visual Development Guide
Ups & Downs
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2. Logo design _ Graphic Mark
GRAPHIC MARK Sometimes the most straightforward idea turns out to be the best. The graphical interpretation of the literally ups&downs was incorporated into the letterforms.
Buildings / structures
Horizontality
Monograms
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AIG _ Visual Development Guide
1
2
3
In circles
I replacement
Blocky letterforms
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2. Logo design _ Wordmark
WORDMARK
4
5
6
Ups & Downs
Eye
Monogram / Anagramm
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AIG _ Visual Development Guide
1 Ups & Downs + Eye
page _35
2. Logo design _ Selection
“EYE” EXPLORATIONS
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AIG _ Visual Development Guide
SELECTED MARK
page _37
2. Logo design _ Final mark
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AIG _ Visual Development Guide
1/2x
1/2x
2x
2x
x
2x
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2. Logo design _ Final mark
FINAL DESIGN NEW AIG IDENTITY IS AN ACRONYM OF THE NAME WHICH IS VISUALLY INTERPRETED AS TWO ARROWS POINTING IN DIFFERENT DIRECTIONS. The new AIG logomark visually showcases the versatality of the brand and symbolizes the ide that we cover you no matter what, if the things are going up or down.
Letterform Idea
Pointing arrows
We gained a lot of experience in understanding the nature of risks in unique and complex cases that they can now expand into preventive risk management.
Risk prevention services for unique and specialty risks.
Logo dynamics Whatever it’s that you are doing, we’ve got you covered.
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AIG _ Visual Development Guide
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2. Logo design _ Mark Variation
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AIG _ Visual Development Guide
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AIG _ Visual Development Guide
SOURCES Chapter 1 _ Brand Research • AIG Logotype evolution http://logos.wikia.com/wiki/AIG#1987.E2.80.932912 • Visually similar logos: http://www.logobook.com Chapter 2 _ Identity Development • Opening photo: https://themighty.com/wp-content/uploads/2017/06/ ThinkstockPhotos-504110530-1280x427.jpg?v=1498168310
Colophon
All content for AIG Visual Strategy Guide was collected or created and designed by Eugene Gushchin: www.egushchin.com egushchin@me.com Art direction Hunter Lewis Wimmer, Academy of Art University Copyright Š 2017 Eugene Gushchin The images and copy of this book are used in accordance with the Creative Common License. This book is a noncommercial student project and thus considered a derivative work under the Fair Clause of U.S. Copyright Law.
AIG _ Visual Development Guide
OUR NEW IDENTITY IS THE MANIFESTATION OF THE PATH WE ARE PAVING. THE PATH TO A BETTER SELF — AN INCLUSIVE COMPANY THAT TAKES CARE OF THE PROBLEMS WHEREVER AND WHATEVER THEY ARE.