Aeropuerto Internacional Cuidad de Mexico
PAULINA SERRA
BRAND IDENTY SYSTEM
DEVELOPMENT Mind Maps Deign Brief Concept Strategy
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APPLICATION
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DESIGN Symbol Type Logo
Visuals Exterior Design Interior Design Environmental Design Merchandise
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Brand Assessment Values Visual Audit Who Is AICM?
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OBSERVATION
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TABLE OF CONTENTS
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OBSERVATION
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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 The branding its outdated as well as some amenities and interior design.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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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
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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
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LEFT BRAIN
Efficient Informational Accessible Clear Direct
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RIGHT BRIAN
Bright Welcoming Extincting Colorful Friendly
Practical Pleasant Engaging Capturing
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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.
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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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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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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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VISUAL AUDIT
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OBSERVATION
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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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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.
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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.
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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
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DESIGN
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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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LOGO DESIGN The logo based of ancient Aztec architecture and forms with horizontal decision and lines along with the rounded corners.
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PROCESS
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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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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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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.
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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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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.
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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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APPLICATION
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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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BRIGE
BUS STOP 040
AIR PORT TRAM WAY index
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WALL AND FLOOR APPLICATION
ENTANCE DOOR
VERTICAL GARDENS
WALL APPLICATION index
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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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STATIONARY 044
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EMPLOYE UNIFORM
VEST index
NAME TAGS observation
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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.
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LIGHT APPLICATION index
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Depa
Salid rture as s
PRIMARY SIGNAGE
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SECONDARY SIGNAGE E
E
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INFORMATIONAL SIGNAGE
M
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H
M
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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
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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
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Puerta Gate
1
Planta A
AREAS DIVIDAS DIVIED ZONES
Puntos de Pasajeros Pasenger Points
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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
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Amenidades Eseciales Esencial amenties
Servicos Ecenciales Esencial Services
Information Information
H
Hotel
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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
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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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