VISUAL DE VELOPMEN T GUIDE
TABLE OF CONTENTS
01 VISUAL ANALYSIS PREVIOUS LOGO THE KEY CONCEPT
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NEW VISUAL CONCEPT
FINAL VISUAL DEVELOPMENT
PHASE 01 PRIMARY SKETCHES PHASE 02 SECONDARY SKETCHES PHASE 03 TERTIARY SKETCHES
THE NEW BRANDMARK LOGO SIMIL ARITIES
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01 VISUAL ANALYSIS _PREVIOUS LOGO _THE KEY CONCEPT
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VISUAL DEVELOPMENT GUIDE
PREVIOUS LOGO We believe that we will achieve when we put 95% effort into what we do, so our mission is to contribute human to strive the optimal performance. Before moving forward with the new vision of T WA, it’s a chance to look at the past evolution of T WA logos which was the airline distinguished itself for being on the cutting edge of aviation technology. For this coming chapter, we will present the visual concept, development and refinement visual for the new vision of our organization.
[ L AT E S T U N T I L 2 0 0 1 ]
V IS U A L A N A LY S IS
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VISUAL DEVELOPMENT GUIDE
THE KEY CONCEPT The first step of creating the logo, we evolve the initial key word into key phrases that will be used to guide the visual and concept of our brand. From these three key words—optimum, strength and evolution, we intend to represent as a mission of T WA. We began the visual by sketching logos into three separate camps. Each camp consists of three categories which are the symbolic mark, graphic mark and wordmark. This phase helps us explore the connections of meaning within the brand’s mission.
V IS U A L A N A LY S IS
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KEY WORD 01
OPTIMUM [ PEAK PERFORMANCE ]
KEY WORD 02
STRENGTH [ BOLD AND TOUGH ]
KEY WORD 03
EVOLUTION
[ TRANSFORM TO BET TER PERFORM ]
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02 NEW VISUAL CONCEPT _PHASE 01 PRIMARY SKETCHES _PHASE 02 SECONDARY SKETCHES _PHASE 03 TERTIARY SKETCHES
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PHASE 01
PRIMARY SKETCHES Generate logo sketches into three divergent directions based on key phrases.
OPTIMUM [ PEAK PERFORMANCE ]
The idea of using triangle shape with pointed sharp and arrow are a good choice to represent the meaning of ambition and rising up. Our message is to encourage the feeling of going further from the point that people used to be. It recalls the idea of our brand mission which is striving the optimal performance. During sketch exploration, we also use falcon to represent the highest performance, because it’s the fastest animals on earth.
NEW VISUAL CONCEPT
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AN EX AMPLE OF TRIANGLE SKE TCH WHICH HIDES AN ARROWHE AD INSIDE
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VISUAL DEVELOPMENT GUIDE
NEW VISUAL CONCEPT
OPTIMUM [ PEAK PERFORMANCE ]
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“YOU CAN’T CRITICIZE GEOMETRY. IT’S NEVER WRONG.” —Paul Rand
USING FALCON TO REPRESENT THE HIGHES T PERFORMANCE, BECAUSE IT ’S THE FAS TES T ANIMALS ON E ARTH
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PHASE 01
PRIMARY SKETCHES
STRENGTH [ BOLD AND TOUGH ]
When people achieve, they will have more strength. The idea of using diamond help raising the message of bold and tough. Diamond is the hardest substance which is symbol express itself in terms of strength. We want to encourage people to be bold and tough in both physically and mentally. Moreover, using a bold line to emphasize the powerful feeling.
NEW VISUAL CONCEPT
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U S I N G A T H I C K L I N E T O C R E AT E T H E D I A M O N D S H A P E HELP R AISING THE MESSAGE OF STRENGTH.
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VISUAL DEVELOPMENT GUIDE
NEW VISUAL CONCEPT
STRENGTH [ BOLD AND TOUGH ]
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E X P E R I M E N T W I T H S T E N C I L L O G O T Y P E F O R C R E AT I N G THE STRONG CHAR AC TER OF THE BR AND.
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VISUAL DEVELOPMENT GUIDE
PHASE 01
PRIMARY SKETCHES
EVOLUTION [ TRANSFORM TO BETTER PERFORM ]
Our brand aims to help people who confront with their life challenge and want to transform themselves to strive the better performance. During sketching exploration, we found out that butterfly is the symbol of transformation. Then we compare people like a chrysalis and become butterfly which desires something better for themselves. We also use the line and geometric shape across each other to present the feeling of movement and development.
NEW VISUAL CONCEPT
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VISUAL DEVELOPMENT GUIDE
NEW VISUAL CONCEPT
EVOLUTION [ TRANSFORM TO BETTER PERFORM ]
U S I N G T H I C K L I N E T O C R E AT E A N A B S T R A C T S H A P E O F T R A N S F O R M AT I O N
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T H E A B S T R A C T S H A P E O F B U T T E R F LY W H I C H I S T H E S Y M B O L O F T R A N S F O R M AT I O N
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VISUAL DEVELOPMENT GUIDE
PHASE 01
PRIMARY DISTILLATION From this phase, it’s a chance to choose and eliminate the logo according to our visual concept. We will have a strong feeling toward each keyword and narrow it down to ten logos for each camp.
OPTIMUM [ PEAK PERFORMANCE ]
NEW VISUAL CONCEPT
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PHASE 01
PRIMARY DISTILLATION Most of the selected sketches have the character of strength which suit with our keyword.
STRENGTH [ BOLD AND TOUGH ]
NEW VISUAL CONCEPT
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PHASE 01
PRIMARY DISTILLATION The butterfly shape was selected as a part of logo distillation to create the meaning of transformation.
EVOLUTION [ TRANSFORM TO BETTER PERFORM ]
NEW VISUAL CONCEPT
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NEW VISUAL CONCEPT
PHASE 02
SECONDARY SKETCHES
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Based on feedback, the next step is to choose and refine ten logos sketch from the best concept selection. After the first phase, the concept of optimum and strength was chosen and develop to a new concept which is “advancement.� For this phase, we explore more about the shape, symbol, icon, graphic that explicitly express an act of moving forward with strong visual.
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PHASE 02
VISUAL DEVELOPMENT GUIDE
SECONDARY DISTILLATION
NEW VISUAL CONCEPT
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After distilling the visual concept, we choose the shape of the upright diagonal arrowhead to guide the idea of advancement. However, refining logotype still is in the process of further exploration. To emphasize moving forward, we use orange color to point the arrow shape, and it conveys strong, energy and stimulation. When combining with gray color, orange color brings the positive outlook and keeps us motivated and helping us to look on the bright side of life. We try a variety of arrowhead shape in the different position in order to find the most efficient visual.
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NEW VISUAL CONCEPT
PHASE 03
TERTIARY SKETCHES
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After getting feedback, the concept logo of diagonal parallel arrow and hexagon form with integrating letter T WA was chosen. The challenging thing of this phase is to experiment which angle of the arrowhead is the most effective visual including considering the balance of the interconnection of the arrow.
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NEW VISUAL CONCEPT
PHASE 03
TERTIARY SKETCHES
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“I DIDN’T RECOGNIZE THAT THE HEXAGON SHAPE LOOKS LIKE HEART UNTIL GETTING CRITIQUE FROM MY CLASSMATES.” —Salila Toraktrakul
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VISUAL DEVELOPMENT GUIDE
NEW VISUAL CONCEPT
PHASE 03
TERTIARY DISTILLATION We choose and refine three solid logos including an experiment with typography style. This phase is an important part to create the consistency of the overall visual system.
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Trans World Association
TRANS WORLD ASSOCIATION
TRANS WORLD ASSOCIATION
TRANS WORLD ASSOCIATION
TRANS WORLD ASSOCIATION
TRANS WORLD ASSOCIATION
T WA
TWA
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NEW VISUAL CONCEPT
PHASE 03
TERTIARY DISTILLATION
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TRANS WORLD ASSOCIATION
TRANS WORLD ASSOCIATION
TWA TWA
TRANS WORLD ASSOCIATION
T WA
TWA
T WA
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NEW VISUAL CONCEPT
PHASE 03
TERTIARY DISTILLATION
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T WA
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03 FINAL VISUAL DEVELOPMENT _THE NEW BRANDMARK _LOGO SIMILARITIES
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THE NEW BRANDMARK Through the process of hand-drawn sketches, digital sketches, typography experiment, the logo has now been finalized. The challenging thing for this process is to create a balance of arrow which doesn’t give deceptive aspect. For our brandmark, we use a square grid with 45 degrees to create an icon, and square grid to customize typeface. We have an idea to combine icon and typeface as a logo. When we combine them, a part of letter T was cut to create a hidden abstract arrow which has the same angle as our brandmark ’s angle. The reason that each arrow has a different color, because we want to represent the orange arrow as an achieve people. In contrast, the gray arrow represents the old performance of people.
THE GRID CAME FROM THE SHAPE OF 45 DEGREES ARROWHE AD G R A P H I C E L E M E N T T H AT U S E D T O C R E AT E O U R L O G O S Y M B O L .
FINAL VISUAL DEVELOPMENT
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T H E S Q U A R E G R I D T H AT W E U S E FOR CUSTOMIZE THE LE T TERS.
THE CUSTOMIZED INITIAL DERIVED FROM “ TUNGS TEN SEMIBOLD ” T YPEFACE. T H E B A R O F L E T T E R T WA S C U T I N T O T H E SAME ANGLE AS OUR LOGO SYMBOL.
TUNGSTEN SEMIBOLD THE CUSTOMIZED INITIAL
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LOGO SIMILARITIES Through the process of refining the logo, we have to make sure that our logo has not been done before. The research focuses on visually similar logos. It’s a chance to look into what logo have been done, and know what their concept behind that make them success. At this point, the arrow symbol is used as a part of our visual development. We can see many ways of using the arrow in a different meaning, so it guides the ideas and visuals more efficient in our design.
FINAL VISUAL DEVELOPMENT
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PEAK PERFORMANCE [ SKI, GOLF AND CASUAL WEAR ] Peak Performance logo combines the shape of the arrow head and letter “p” which have the similar meaning to our new logo. The upright diagonal arrowhead means go above and beyond in the pursuit of perfection.
PROGRESS [ A GLOBAL LEADER IN APPLICATION DEVELOPMENT ] Using three upright diagonal arrowheads represent the perception of progress, and build a strong identity of the company. It’s similar to our brand keywords which are bold and tough.
FEDEX [ SHIPPING SERVICE COMPANY ] The negative space between letter E and X creates the arrow shape which represents moving forward toward to the future. The logo also uses orange color same as our brand to communicate the high energy.
ADOBE [ COMPUTER SOFTWARE COMPANY ] The logo use letter A in white with a red background which makes etter A stand out from negative space. I also see the half diagonal arrow pointing up which glance the moving forward of the company.
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FINAL VISUAL DEVELOPMENT
LOGO SIMILARITIES ADVANCED MICRO DEVICES [ COMPUTER PROCESSORS MANUFACTURE ] The arrow breaking out of the box to demonstrate momentum of the brand. Its visual representation of ongoing innovation and capabilities of the brand which similar to our brand soul “make the impossible possible”
CITROEN [ AUTOMOBILE MANUFACTURE ] The logo uses softer and roundish two arrows facing upwards which highlight Citroën’s technological advances. The silver color gives the logo modern and elegant look, with the red typography adding the passion for the car lover.
DELTA [ AIRLINE COMPANY ] The combining of the triangle shape and arrowhead are pointing up and create the variety of levels, which gives it depth and strength.
NINTENDO GAMECUBE [ VIDEO GAME COMPANY ] The logo combines using cube-ception, blue line show letter G and black negative space create letter C.
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CARREFOUR [ MULTINATIONAL RETAILER ] The logo composed by two arrows, pointing left and right to create a negative space of letter C. The symbolic interpretation can be understood as the multiple choices of products in the supermarket chain. The logo also uses the color of the French flag, the country where Carrefour was found.
WEYERHAEUSER [ INTERNATIONAL FOREST PRODUCTS COMPANY ] The shape of triangle combines negative space of the arrow pointing up represent the shape of timberland and future plans that are forward-looking statements. The logo uses green color to convey sustainability of the company.
AUSTRIAN AIRLINES [ AIRLINE COMPANY ] The logo uses the abstract red arrow pointing upright which gives the feeling of speed communication.
BRITISH RAIL [ THE UK TRAIN ] The logo use two-way traffic arrows on parallel lines represent tracks.
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LOGO SIMILARITIES BROOKLYN QUEENS CONNECTOR [ BQX STREETCAR ] The logo incorporates a segmented arrow and letter X to suggest connection and speed. It represents the forward-looking identity of the viable transportation system.
BRIDGESTONE [ TIRE AND RUBBER COMPANY ] Using letter B coexist with red triangle shape to represent the sense of speed in adjusting to change. The overall feeling expresses strength and speed at the same time.
DUNLOP [ TIRE AND RUBBER COMPANY ] The logo uses the red arrow to represent moving forward, also letter D in the circle which is the symbol of a tire. It gives the sense of speed.
HOUSING [ ONLINE REAL ESTATE IN INDIA ] The logo in shape of the upward arrow represents the vision of dream bigger, aim higher and explore further.
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ACURA [ AUTOMOBILE MANUFACTURE ] The logo embedded into overall represents both letter A (Acura) and letter H (Honda) and illustrates caliper. Their shape has a sharp design of upward arrow which strives to reach higher.
SMART CAR [ AUTOMOBILE MANUFACTURE ] The logo incorporating the letter C for compact and an arrow represent forward thinking, emphasizing the brand’s mission to push engineering, design boundaries and appeal to its forward thinking.
ACCENTURE [ CONSULTING FIRM ] The logo contains the company name in lower-case letters and a greater-than sign which is located on the letter t. It helps accent the word as a symbolic expression that aims forward to the future.
RB [ MULTINATIONAL CONSUMER GOODS COMPANY ] The abstract triangle of sports kite pointing upright and contain the letter B which intend to reflect the loud, confident personalities of its power brands.
STRIVE TO THE NEXT PHASE After finalizing our brandmark. It’s necessary to understand the proper use of our visual system. The specific guidelines will ensure the consistent and intended to use of identity system. These rules can be seen in our next phase which is Visual Standard Guide.
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“ACTION WITHOUT VISIONIS ONLY PASSING TIME, VISION WITHOUT ACTION IS MERELY DAY DREAMING, BUT VISION WITH ACTION CAN CHANGE THE WORLD.” —Nelson Mandela
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PHOTO SOURCES P. 04
romancatholicman.com
P. 07 ecoxplorer.com logos.wikia.com keyword-suggestions.com sportslogos.net erlick-group.com P. 10
nike.com
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virgin.com
P. 56
dennikn.sk
PHOTO SOURCES
A digital version of this Visual Development Guide book is available online at optimalstrive.com
All rights reserved. No part of this publication may be reproduced, stored in retrieval systems or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or any information storage without written permission from Trans World Association. Designed by Salila Toraktrakul Printed in the United States of America