Process Book
Molly Pronko
Thank you to my family, friends and to all my professors that’ve helped me become the designer I am today!
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INDEX PROJECT/RESEARCH..............6 BRAND IDENTITY..................... 8 BUSINESS CARD DESIGN...... 21 POSTER DESIGN...................... 23 BOARDING PASS DESIGN......31 GRAPHIC STANDARDS GUIDE DESIGN..........................35
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PROJECT/RESEARCH
The Project This project was very challenging for me. I grew a lot as a designer while working on this project. Here is the process behind the finish work. For this project, I wanted to create an international airline company based out of New York City. My idea behind this was that there are no U.S. luxury airlines. To begin with, I researched possible competitors and compared and contrasted what they offer. After that, I was able to come up with the concept and goals for this project.
The Research The research behind this project was pretty simple. I simply would go into depth researching the different luxury airlines around the world. I wanted to know what they were like and what made their brands different from the others. After researching, I saw a lot of brands had the color blue so I noted to try to stay away from blue so that West Aero Airline could stand out from the others.
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BRAND IDENTITY
Sketches To begin my branding process, I started with sketches. I wanted to play around with the letter forms and see what I could do with the “W� to create the logo. After drawing all my sketches, I continued my strongest design, which was the Empire State building, but morphed with some lines to show movement. I tried to stay away from the basic swooshes and tails wings of airplanes so it could stick out from its competitors. I then went onto illustrator and furthered my Empire State building concept.
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BRAND IDENTITY
Logo Concepts My logo concepts started off a little rocky. My first concept was to make the Empire state building be the brand-mark, but after creating it, I saw that the logo as a whole was just too tall. I then tried to scale it down and incorporate the Empire State building into the word mark. My second concept was to attempt to make the brand-mark also represent the letter “A,” which it failed at doing. My third concept then shows the logo-mark with the “A” in Aero. I was still not satisfied with the logo after the third attempt.
WESTAERO Concept 1
WEST
ERO
WEST
AERO
Concept 2
Concept 3
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WEST AERO
Concept 4
Concept 5
Concept 6
Round Two Concepts My next concept was my last chance at keeping the Empire State building, but after seeing it, my peers and I decided I needed to further my logo even more. After this, I decided to completely trash my brand-mark and just go with a word-mark. My goal behind my word-mark was to create something that showed movement. That leads to my fifth concept where I try to show movement within the letters. I could tell I was getting somewhere with this, but I just wasn’t there yet. That’s how I got to my sixth concept, which is where I played with the letter forms and the lines and added “Airline,” so people would know that it was an airline company. This is what lead me to my final word-mark.
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Final Logo My final logo design turned out to look like this. I decided to choose this concept because it is sleek and shows movement that I was trying to accomplish. The angles that are created within this logo created a nice graphic element that I was able to add to my brand identity. This logo is also very different from any of its competitors. After finalizing my brand’s logo, it was time to move on to colors.
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Color Choice When deciding which colors I want for West Aero Airline, I wanted to enhance the luxury aspect, so i immediatley imagined purple. Many competitors do not have purple in their logo, therefore West Aero would stand out from its competition. I first played around with different purples and blues together, but at the end, I ended up going with just the purple to add sleekness and to be able to create brand cohesiveness.
Color Concept 1
Color Concept 2
C: 81 M: 100 Y: 35 K: 31
R: 69 G: 29 B: 84
HEX: 451d54 Final Color Choice 17
Subsidiary Color Choice The subsidiary colors were chosen to help the brand identity. I chose these two colors because they are readable and compliment the brand color perfectly. I wanted these colors to be very muted and only used when necessary.
Pantone 4658 U C: 9 M: 20 Y: 28 K: 0
R: 230 G: 202 B: 179
HEX: e6cab3
Pantone 423 U C: 46 M: 36 Y: 36 K: 2
R: 144 G: 148 B: 105
HEX: 909496
Graphic Element My graphic element that I implement in most of my designs is this slanted purple and white element. I got the angle of the slant from the angle of the “E� in the logo of West Aero Airline. I decided to add the white to the element to help add to the brand identity and cohesivness. I was able to incoporate this element into the uniforms and most of the designs for West Aero Airline.
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BUSINESS CARD DESIGN
Business Card Design The business suite was the next design aspect of my brand. I started off with the design of the business card since they are notorious for being difficult to design. I had a lot of struggles designing the brand identity while still being eye catching. I wanted the back of it to just be plain and have the logo, and then everything else on the front of the business card. I decided to go with the design I have now because it includes elements from the brand while also staying professional. After designing the business card, I designed the rest of the business suite to match.
Front Concept 1
Front Final Design
Back Final Design 21
POSTER DESIGN
Poster Design The travel posters for West Aero Airline were a little tricky to design while keeping the brand identity and tone all the same. Since this is a luxurious airline, I figured using luxurious cities for their travel posters would be the perfect fit. I wanted to have the cities three letter code in the background to add some depth and design elements to the poster.
Poster 1 Concept 1
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Poster 2 Concept 1
Poster 3 Concept 1
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Final Poster Designs After executing this idea, I realized that with this idea, I could only use city skyline photos. If I were to make posters of cities without pretty skylines, it would not be possible to execute the same design elements. That’s when I decided to go simpler and take out the three letter city codes and have landscape be the main focus.
Poster 1 Final Concept 27
Poster 2 Final Concept
Poster 3 Final Concept 29
BOARDING PASS DESIGN
Boarding Pass Design The design of the boarding passes were very difficult. I had never designed anything like a boarding pass before, but I learned a lot while. There is a lot of information that needs to be placed on a boarding pass. Creating them was a challenge. My first round of concepts were very close to my final designs, they just needed to be adjusted and some information needed to be moved around. I have three different boarding passes, one for each class, but the only difference between them are the colors. These are where I really implemented my subsidiary colors.
Concept 1
Final Design 31
Business Class Back of Boarding Pass
Business Class front of Boarding Pass
Economy Class Back of Boarding Pass
Economy Class Front of Boarding Pass
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GSG DESIGN
Graphic Standards Guide Design The graphic stadards guide for West Aero Airline design is pretty straight forward. The goal of this design was to show the brand identity while showing the guidelines to the brand. I used an eight column and six row grid to be able to design the guide while having lots of white space to breathe. I made my margins on all sides 0.5 inches to add to the white space and give the edge of the guide some room to avoid looking cluttered. My typography choices were meant to match the brand typography.
GSG Grid 35
GSG Design Elements Within the graphic standards guide, I didn’t want to just leave the pages alone with the information on it. I wanted to add some kind of graphic element, this choice brought together my design presentation. I thought of including West Aero Airline’s graphic element throughout the guide. I only used it on pages that didn’t have enough information to fill the whole page. After including it, it brought together my entire design.
Example of graphic element within the GSG 37