Taiwan Taoyuan International Airport Brand Identity by isabellachen24

Taiwan Taoyuan International Airport Isabella Chen Brand Identity System

TTIA Brand Identity

Table of Contents 1 WHAT IS BRAND?

3–6

What is brand?

2 RESEARCH 7–14 3 KEYWORDS 15 4 DESIGN PROCESS 16–17 5 SYMBOL 18–23 6 COLOR PALETTE

TTIA Brand Identity

7 TYPOGRAPHY 25–33

A brand is a name, term, design, symbol or the feature that distinguishes an organization or product from its rivals in the eyes of the customer. Branding is to create a customer experience. It is driven by the brand name, marketing strategy, customer feedback, advertising and more. As competition creates infinite choices, companies look for ways to connect emotionally with customers, become irreplaceable, and long lasting.

“Branding is to create a customer experience.”

A brand is a promise to consumers. A brand builds the trust with the consumers and have lifelong relationships. How a brand is perceived affects it’s success, regardless of whether it is a start up, a nonprofit or a product.

8 APPLICATION 34–59

TTIA Brand Identity

Branding Process

TTIA Brand Identity

Good and Different Good but Not Different San Francisco Airport (SFO)

Conduct Research

Clarify Strategy

Design Identity

Create Touchpoints

Good but Not Different

Manage Assets

Good and Different

Good and Different Taiwan Taoyuan International Airport (TPE) Not Good and Not Different Los Angeles Airport (LAX)

Brand Assets Brand Brief Key Words

Visual Strategy Brand Architecture Visualize

Finalize Design Applications Program

Launch Strategy Brand Guideline Future Planning

Good

Know the Brand Evaluate Perception List the Strate

Not Good and Not Different

Different but Not Good

Different but Not Good John Wayne Airport (SNA)

Different

TTIA Brand Identity

Design Thinking

TTIA Brand Identity

Statement

Left Brain Thinking

Right Brain Thinking

Left Brain: Reasoning Demographic Customer Reviews Efficient Customer Service

Right Brain: Intuition Color Palette Friendly Environment Community

VALUE

MISSION

DESIGN GOAL

Taiwan Taoyuan International Airport insists on five core values, including dicipline, interaction, friendly, innovation and community as the cornerstones of stable operations. Taiwan Taoyuan International Airport provides travelers and locals with better discipline, interaction, friendly, innovative and community than any other airport. We do this by following our core values, valuing customer’s feedback and setting high standards.

To become a primary hub airport in East Asia, catering to the needs of both origin and destination traffic and Transit/Transfer passengers; maintaining the third place in the Airports Council International’s (ACI) Airport Service Quality(ASQ) airport size 25 to 40 million airports category.

Create a destination for locals and travelers. Global passengers will be able to experience the best of Taiwan in Taiwan Taoyuan International Airport, including local culture and delicacies. The new design will not only make global passengers enjoy spending time at the airport but also provide locals a place for recreation.

“Design a place for locals used for recreation such as seeing exhibition. ” 7

TTIA Brand Identity

Visual Audit

TTIA Arrival Hall Ceiling Design 8

TTIA Directional Sign

TTIA Terminal 3 Concept Entrance View

TTIA Terminal 3 Concept Departure Hall

TTIA Terminal 3 Concept Aerial View

TTIA Terminal 2 Departure Hall 9

TTIA Brand Identity

Planned Outcome TTIA will be a stage to promote the best of Taiwan to the world. It will also be a place where people can take a break, enjoy, energize, and relax. More global passengers will stop by Taiwan traveling or transfering to other places. It will be a place that represents the Taiwanese and introduces the culture of Taiwan to travelers from other country.

DEMOGRAPHIC

STRENGTH

WEAKNESS

Location, Unique, Variety, Historical, Friendly

Small, Isolated, Concealed, Restricted

Visitors mainly from countries in Asia such as Hong Kong, Mainland China and Japan. Most people travel to Taiwan for leisure and business.

TTIA Brand Identity

Competition JAPAN

CHINA

HONG KONG

Narita is the predominant international airport in Japan, handling around 50% of the country’s international passenger traffic and 60% of its international air cargo traffic. As of 2016, Narita was the second-busiest passenger airport in Japan and was the tenth-busiest air freight hub in the world.

Pudong Airport is a fast-growing hub for both passenger and cargo traffic. With 3,440,279.7 metric tons handled in 2016, the airport is the world’s third-busiest airport by cargo traffic. Pudong Airport also served a total of 66,002,414 passengers in 2016, 5th busiest in Asia and the ninth-busiest in the world.

HKIA is an important contributor to Hong Kong’s economy, with approximately 65,000 employees. More than 100 airlines operate flights from the airport to over 180 cities across the globe. Since 2010, it has surpassed Memphis International Airport to become the world’s busiest airport by cargo traffic.

TTIA Brand Identity

Observation CLIENT

PUBLIC

Customers claimed the food at the airport doesn’t taste great and is expensive. Wifi connection and food variety need to be improved as well. Clean, spacious, good customer service, nice airport to transfer in. Provides comfortable lounge seating with excellent runway views to the customer.

Provide great variety and tasty food to the customer. To become one of the hub airports in East Asia, catering for the requirements of both origin and destination traffic and Transit/Transfer passengers. Global passengers will be able to experience the best of Taiwan here, including local cultures and delicacies. Showcase the culture of Taiwan to the world.

The Taoyuan shopping experience is unique with a wide variety of luxury, local goods for sale. English speaking friendly environment and most of the restaurant accept US currency. ATM and money exchange counter has a long queue. Long wait at the immigration.

“Food doesn’t taste great and is expensive. Wifi connection and food variety need to be improved.”

Public transportation includes Metro, taxi and bus, it helps the customer connect to the downtown area easier and faster. Through the airport, may the nation’s economic momentum move with the global rhythm, and through the airport, may the stunning images of Taiwan be declared to the world.

“To become one of the hub airports in East Asia, catering for the requirements of both origin and destination traffic and Transit/Transfer passengers.”

“Terminal Three is designed to accommodate forty-five million passengers annually.”

DESIGN THINKING Taoyuan International Airport just renovated Terminal 1 with great architecture but the signage design can be improved. Terminal 3 is still being built and it will be finished in 2020. There are some concept design in space and Terminal 3 is designed to accommodate 45 million passengers annually.

POV Taoyuan International Airport provides the customer different experience, including different types of food, comfortable resting area, great variety of stores and art exhibits to showcase the culture of Taiwan. Some customers complained that they did not have enough options for food in the off-peak time and the food prices were too high. I think the airport can change the policy and open more restaurants in the off-peak time to make sure every customer enjoys the time staying at the airport.

It combines the latest aviation technology and architectural innovations, and employs smart and state-of-the-art equipment and facilities to enhance service quality. The new Terminal 3 will connect Terminal 2 and the new MultiFunction Building presents the grandness of Taiwan’s national facade.

TTIA Brand Identity

Customer Reviews

TTIA Brand Identity

Keywords DISCIPLINE TTIA provides service with discipline.

INTERACTIVE TTIA builds the environment to interact with the customer.

COMMUNITY TTIA creates the community with locals and travelers fromt the world.

FRIENDLY TTIA provides the friendly service and comfortable environment to the customer.

INNOVATIVE TTIA provides the customer innovative airport experience.

TTIA Brand Identity

Mind Mapping

TTIA Brand Identity

Ideation

TTIA Brand Identity

Color Palette

Typeface Exploration

Using Maroon and Navy as the primary color for Taiwan Taoyuan International Airport. Red means happiness and energetic. Navy means stability and trust. Also, using red, orange and yelllow for the Chinese New Year season to give customers different airport experience.

PMS 187 C

桃園國際機場 Taoyuan International Airport

桃園國際機場

SECONDARY COLOR

PRIMARY COLOR

PMS 533 C

TTIA Brand Identity

PMS 7449 C

PMS 656 C

桃園國際機場 Taoyuan International Airport

桃園國際機場

Taoyuan International Airport

桃園國際機場 Taoyuan International Airport

Taoyuan International Airport

桃園國際機場

Taoyuan International Airport

桃園國際機場 Taoyuan International Airport

SEASONAL COLOR

PMS 1788 C

PMS 7416 C

桃園國際機場

Taoyuan International Airport

桃園國際機場

Taoyuan International Airport

桃園國際機場 Taoyuan International Airport

PMS 100 C

TTIA Brand Identity

Symbol

TTIA Brand Identity

Symbol Misuse

The symbol is originally inspired by the aerial view of Taiwan Taoyuan International Airport. Using the triangle shape in the beginning and integrating with keyword discipline, interactive, community and friendly to the final solution.

Discipline

Interactive

Community

Friendly

Final Solution

TTIA Brand Identity

Wordmark

TTIA Brand Identity

Logo Clear Space

Horizontal Wordmark

Vertical Wordmark

Logo without Airport Chinese Name

Logo with Airport Chinese Name

TTIA Brand Identity

Horizontal Logo

TTIA Brand Identity

Vertical Logo

TTIA Brand Identity

Horizontal Seasonal Logo

TTIA Brand Identity

Vertical Seasonal Logo

Typography

TTIA Brand Identity

Graphie ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Personal branding is the practice of people marketing themselves and their careers as brands. While previous self-help management techniques were about self-improvement, the personal-branding concept suggests instead that success comes from self-packaging. The term is thought to have been first used and discussed in a 1997 article by Tom Peters. Personal branding is essentially the ongoing process of establishing a prescribed image or impression in the mind of others about an individual, group, or organization. Personal branding often involves the application of one’s name to various products. For example, the celebrity real-estate mogul turned President of the United States, Donald Trump uses his last name extensively on his buildings and on the products he endorses

(e.g. Trump Tower). Marketers McNally and Speak define the personal brand in this way: “Your brand is a perception or emotion, maintained by somebody other than you, that describes the total experience of having a relationship with you.” The relationship between brands and consumers needs to be constantly made and remade, and this continuous process creates a demonstration of the ambivalence in brand cultures. This same logic follows for personal brands- there is a constant desire for a reinforcement of the self-brand. Personal branding, selfpositioning, and all individual branding by whatever name, was first introduced in 1937 in the book Think and Grow Rich by Napoleon Hill.

TTIA Brand Identity

Graphie Using Grphie as the header typeface to show the friendly personality of the airport. Graphie is a modern geometric sans-serif family designed by Ryoichi Tsunekawa and the whole family consists of 16 style: eight weights from Thin to ExtraBold and their matching Italics.

Header/ Subhead Typeface

Light Light Italic Regular Medium Bold 31

TTIA Brand Identity

Baskerville ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Personal branding is the practice of people marketing themselves and their careers as brands. While previous self-help management techniques were about self-improvement, the personal-branding concept suggests instead that success comes from self-packaging. The term is thought to have been first used and discussed in a 1997 article by Tom Peters. Personal branding is essentially the ongoing process of establishing a prescribed image or impression in the mind of others about an individual, group, or organization. Personal branding often involves the application of one’s name to various products. For example, the celebrity real-estate mogul turned President of the United States, Donald Trump uses his last name extensively on his buildings and on the products he endorses (e.g. Trump

Tower). Marketers McNally and Speak define the personal brand in this way: “Your brand is a perception or emotion, maintained by somebody other than you, that describes the total experience of having a relationship with you.” The relationship between brands and consumers needs to be constantly made and remade, and this continuous process creates a demonstration of the ambivalence in brand cultures. This same logic follows for personal brands- there is a constant desire for a reinforcement of the self-brand. Personal branding, self-positioning, and all individual branding by whatever name, was first introduced in 1937 in the book Think and Grow Rich by Napoleon Hill.

TTIA Brand Identity

Baskerville Using Baskerville as the copy content typeface. Baskerville is a serif typeface designed in the 1750s by John Baskerville (1706–1775) in Birmingham, England and cut into metal by punchcutter John Handy. It is classified as a transitional typeface.

Content Typeface

Regular Italic SemiBold Bold

TTIA Brand Identity

Kozuka Gothic 一二三四五六七八九十 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Personal branding is the practice of people marketing themselves and their careers as brands. While previous self-help management techniques were about self-improvement, the personal-branding concept suggests instead that success comes from self-packaging. The term is thought to have been first used and discussed in a 1997 article by Tom Peters. Personal branding is essentially the ongoing process of establishing a prescribed image or impression in the mind of others about an individual, group, or organization. Personal branding often involves the application of one’s name to various products. For example, the celebrity real-estate mogul turned President of the United States, Donald Trump uses his last name extensively on his buildings and on the products he

endorses (e.g. Trump Tower). Marketers McNally and Speak define the personal brand in this way: “Your brand is a perception or emotion, maintained by somebody other than you, that describes the total experience of having a relationship with you.” The relationship between brands and consumers needs to be constantly made and remade, and this continuous process creates a demonstration of the ambivalence in brand cultures. This same logic follows for personal brands- there is a constant desire for a reinforcement of the self-brand. Personal branding, self-positioning, and all individual branding by whatever name, was first introduced in 1937 in the book Think and Grow Rich by Napoleon Hill.

TTIA Brand Identity

Kozuka Gothic Using Kozuka Gothic as the Chinese typeface to show the discipline personality of the airport. A gothic typeface with 6 styles designed by Masahiko Kozuka.

Light Regular Medium Bold Header/ Subhead Typeface

Signage

TTIA Brand Identity

Map

First Floor Map 38

Second Floor Map 39

TTIA Brand Identity

Sign Location Plan

First Floor Map 40

Second Floor Map 41

TTIA Brand Identity

Arrival and Transfer Sign 42

TTIA Brand Identity

Boarding Sign 43

TTIA Brand Identity

Directional Sign 44

TTIA Brand Identity

Directional Sign to Public Transportation 45

TTIA Brand Identity

Wayfinding 公車站

Bus Station

計程車招呼站

Taxi

停車場

Parking

公車站

Bus Station

咖啡館 Cafe

手扶梯

Escalator

電話亭 Phone Booth

停車場 Parking

急救站

Medical Clinic

洗手間

Bathroom

Application

TTIA Brand Identity

Airport

Skybridge Banner 50

Waiting Area Banner 51

TTIA Brand Identity

Gate Waiting Area Poster 52

TTIA Brand Identity

Gate Waiting Area Poster 53

TTIA Brand Identity

Baggage Claim Poster 54

TTIA Brand Identity

Baggage Check Area Banner 55

TTIA Brand Identity

Arrival Hall Signage 56

TTIA Brand Identity

Departure Hall Signage 57

TTIA Brand Identity

Arrival Hall Banner 58

TTIA Brand Identity

Apparel

Manager Uniform 60

Worker Uniform 61

TTIA Brand Identity

Business Card

Johnathan Lee Business Manager

+(886) 923-456-172 johnathanlee@ttia.com

Front

Back

Business Card 62

TTIA Brand Identity

Packaging

Tote Bag 64

Gift Bag 65

TTIA Brand Identity

Digital Assets

Responsive Website 66

Webstie Detail 67