02
visual development guide
_VISUAL DEVELOPMENT GUIDE
TWA
the way of the future
04 | VISUAL DEVELOPMENT GUIDE
CONTENTS | 05
contents INTRODUCTION
06
RESEARCH
09
BRAINSTORMING
13
IDENTITY DEVELOPMENT
20
LOGO DESIGN
22
LOGO SKETCHES
36
FURTHER EXPLORATIONS
42
COMPUTER SKETCHES
46
REFINEMENTS & FINALIZATION
50
SIMILAR LOGOS
56
SOURCES
58
06 | VISUAL DEVELOPMENT GUIDE
introduction
People all around the world have experienced a sense of awe as they look up at the night sky. We discover a limitless universe of wonder as we learn to identify the Milky Way, or to spot planets, rings, moons, and even entire galaxies. As we peer into the heavens we look back billions of years in time, and connect simultaneously with the most primal thoughts of our ancestors and the most cutting-edge science of our day.
INTRODUCTION | 07
08 | VISUAL DEVELOPMENT GUIDE
RESEARCH | 09
research
symbol: an act, sound, object, or an arbitrary or conventional sign having cultural significance and the capacity to excite or objectify a response.
10 | VISUAL DEVELOPMENT GUIDE
“
The problem defines the solution. Each problem contains unique elements. No problem is exactly like any other. The only way you can find a good answer is to clearly understand the question.
TRANS WORLD ACCESS: TWA, pioneer of bringing new worlds to people. Our mission is to open the doors of new worlds, by giving people access to something that they’ve never experienced. To start to do that we’ll be first of all offering to TWA a new face. This is a process that will take research, imagination, and most importantly it will require to ask the right questions in order to define a good solution. Just like the designer Saul Bass once said it is important to understand the question in order to provide a good answer and good opportunities are always hidden in problems, because each problem contains unique elements.
RESEARCH | 11
12 | VISUAL DEVELOPMENT GUIDE
BRAINSTORMING | 13
brainstorming
symbolize and summarize. The process begins with selecting a series of key phrases from which the concept for the logo will evolve.
14 | VISUAL DEVELOPMENT GUIDE
be innovative
PIONEER WITH CHARISMA: Throughout the ancient world, the vibrant yellow mane of the Lion made it a natural solar symbol. As such this King of the Beasts comes roaring into our spiritual journey with raw power, courage, and charisma. Lions, particularly male lions, have been an important symbol for thousands of years and appear as a theme in cultures across Europe, Asia, and Africa. Lions enjoy positive depiction in popular culture as creatures that appear strong, but gentle at the same time. The most consistent depiction is in keeping with their image of “king of the jungle” or “king of the beasts”, hence lions are popular symbols of royalty and stateliness and a symbol of bravery.
BRAINSTORMING | 15
16 | VISUAL DEVELOPMENT GUIDE
be an explorer
SEEKER OF THE UNKNOWN: Many symbols in ancien cultures are represented as geometric portrayals of celestial bodies, natural phenomena and animal designs. The arrow can hold a wide array of meanings. It can also be used as a symbol of movement or direction. An arrow through a diamond symbol can represent courage as one moves forward. Overall, the idea of something projected towards the future, with a target and a decisive trajectory.
BRAINSTORMING | 17
18 | VISUAL DEVELOPMENT GUIDE
be bold
AUDACIOUS WITH CONFIDENCE: The Native Indians saw the Eagle as a symbol for great strength, leadership and vision. Zeus changed into the form of the sacred eagle to help himself control thunder and lightning. The eagle was a strong emblem in the Roman Empire.
BRAINSTORMING | 19
20 | VISUAL DEVELOPMENT GUIDE
identity development THE NEW FACE OF TWA: The Identity Development of new TWA begins with the creation of the logo, which from visual and notion research moves into different phases that will lead to the creation of the TWA Signature.
PHASE 1: LOGO DESIGN | DIFFERENT CONCEPTS
PHASE 3: FURTHER EXPLORATIONS
PHASE 2: LOGO SKETCHES | NARROWING DOWN
PHASE 4: COMPUTER SKETCHES PHASE 5: REFINEMENTS & FINALIZATION
IDENTITY DEVELOPMENT | 21
PREVIOUS LOGOS: Before venturing in our new logo creation, let’s take a look at past TWA logos, to see the evolution and better understand the way where we’re heading.
1930s 1940s 1950s 1960s
1970s This logo was designed by Raymond Loewy
1980s & 1990s Last logo used until 2001
This is a logo owned by American Airlines for Trans World Airlines.
22 | VISUAL DEVELOPMENT GUIDE
logo design
LOGO DESIGN | 23
CONCEPT 01: The idea of having animals as symbol is usually a typical direction that several companies chose. The lion is by nature a synonym of charisma, and leadership, which are qualities that pioneer need. Below a selection of the best drawings based on this concept.
24 | VISUAL DEVELOPMENT GUIDE
CONCEPT 02: Exploration is usually something that figuratively makes people think about movement, especially forward. It is a projection towards something unknown or not jet revealed. Arrows are symbolic of the trajectory, as well as sharp or pointed shapes, which recall the idea of speed, oriented toward an objective. Some choices displayed below were subject of further explorations, with an expansion of the concept, and they will be also shown in next chapters, as the logo creation evolves progressively.
LOGO DESIGN | 25
26 | VISUAL DEVELOPMENT GUIDE
“
As for me, I am tormented with an everlasting itch for things remote. I love to sail forbidden seas, and land on barbarous coasts.
LOGO DESIGN | 27
Herman Melville, famous author of Moby Dick, novel about courage and exploration among other themes, express well the idea of seeking unknown territories, chasing a destiny that sometimes is even grater than us.
28 | VISUAL DEVELOPMENT GUIDE
CONCEPT 03: To be bold and dominate the sky was one of ideals of Howard Hughes, for many years leader of TWA. The eagle, also very symbolic for America, is without any doubt a dominant presence in the sky. Furthermore, it is one of the birds that flies at the highest altitudes, metaphor, for us of new horizons, new heights, a step further into the sky. However, the concept seems to be not strong enough to really convey the spirit of the new TWA. Some explorations have been done and above are some examples.
LOGO DESIGN | 29
30 | VISUAL DEVELOPMENT GUIDE
CONCEPT 04: It is also to be considered that it might be necessary to include typography in the logo. Having a signature it’s an important thing for several reasons, a lot of which are also practical. So, as last concept some typographical explorations. However, even though it didn’t reveal itself as a path to follow, some creations including the globe, as well planets, are also included in this fourth section. The idea behind it was to do not ignore completely a choice that although maybe too literal it was important to bring out, in order to move forward with other directions.
LOGO DESIGN | 31
32 | VISUAL DEVELOPMENT GUIDE
LOGO DESIGN | 33
More typographical explorations. Some seem promising for further development, maybe the option of having a logotype is not to be excluded completely, or a symbol that combined with the signature will result in a better, complete, expression of the new TWA soul.
34 | VISUAL DEVELOPMENT GUIDE
LOGO DESIGN | 35
36 | VISUAL DEVELOPMENT GUIDE
logo sketches
LOGO SKETCHES | 37
REVISITING THE CONCEPT 02: In this case, the concept number two has been chosen as the one to study further. The idea of something projected ahead is still solid. Some more inclusions have been added. For instance, considering where we started, as an airline company opening the world to people, now we decided to consider the general idea of exploration. Elements like the polar star, or the general concept of looking at the starts as a point of reference for navigation, are welcomed into this new phase of sketching. To maintain a bound with the previous stage the shape of something oriented over unexplored horizons is still present. From this point a series of keywords were formulated as pillars for the design. FUTURE | PROJECTION | FORWARD | UNEXPLORED | HORIZON | ORIENTATION | ACCESS
38 | VISUAL DEVELOPMENT GUIDE
LOGO SKETCHES | 39
40 | VISUAL DEVELOPMENT GUIDE
LOGO SKETCHES | 41
42 | VISUAL DEVELOPMENT GUIDE
further explorations
FURTHER EXPLORATIONS | 43
44 | VISUAL DEVELOPMENT GUIDE
“
You will never do anything in this world without courage. It is the greatest quality of the mind next to honor.
FURTHER EXPLORATIONS | 45
Our mission is to open the doors of new worlds, to bring people something That they have never experienced before. Nothing requires acts of bravery blackberries than this. Aristotle, in its wise lessons reminds us of how important this is, and how is important to have courage When Pursuing uncharted waters.
46 | VISUAL DEVELOPMENT GUIDE
TWA
computer TWA TWA TWA TWA sketches TWA TWA TWA
TWA TW A TWA TWA TW A TWA TWA TWA TWA TWA TWA TW ATWA
TWATWA
TWA TWA
TWA TWA TWA TWA
TWA
TWA WA TWA TWA TWA AWA TW A TWA TWA TWA TW TWATWTWA A TWA TWA TWA TWA A
TRA S WORLD ACCESS
TRA STRA WORLD TRA S WORLD S WORLD ACCESS ACCESS
TRA S WORLD TRA S WORLD ACCESS
ACCESS
TRA S WORLD TRA S WORLD ACCESS
TWA TWA T TW A TWA TWA TWA TWA
TWA TWA TW TWA A TWA TWA TWA TWA TRA S WORLD TRA S WORLD TRA S WORLD TWA ACCESS ACCESS ACCESS TWA ATWATRA STRAWORLDS WORLD TWA TWATW TRA S WORLD
A S WORLD ACCESS
ACCESS
TRA S WORLD TRA S WORLD ACCESS ACCESS
A S WORLD ACCESS
TRA S WORLD ACCESS
WORLD ESS
TWATWA TW
TRA S WORLD ACCESS
TRA S WORLD ACCESS
TRA S WORLD ACCESS
TRA S WORLD ACCESS
TRA S WORLD TRA S WORLD TRA S WORLD ACCESS ACCESS TRA S WORLD TRA S WORLD
TRA S WORLD TRA S WO ACCESS ACCESS
ACCESS
ACCESS ACCESS TRA S WORLD TRA S WORLD TRA S WORLD ACCESS ACCESS ACCESS ACCESS
ACCESS ACCESS
TWA TWA TWA TRA S WORLD TRA S WORLD
TRA S WORLD ACCESS ACCESS TRA S WORLD TRA S WORLD ACCESS TRA S WORLD ACCESS ACCESS ACCESS TRA S WORLD
TRA S WORLD TRA S WORLD TRA S WORLDTRA S WORLD ACCESS ACCESS ACCESS TRA S WORLD TRA S WORLD ACCESS ACCESS TRAACCESS S WORLD ACCESS
ACCESS
TRA S WORLD TRA S WORLD TRA S WORLD ACCESS TRA S WORLD ACCESS ACCESS
ACCESS
ACCESS
TRA S WORLD ACCESS
TRA S WORLD
TRA S WORLD S WORLD TRA S TRAACCESS STRA WORLD TRA S WORLD ACCESS ACC ACCESS ACCESS TRA S WORLD ACCESS
TRA S WORLD ACCESS
TRA S WORLD ACCESS TRA S WORLD
TRA S WORLD ACCESS
ACCESS TRA S WORLD
TWA
TWA
TWA
LD
COMPUTER SKETCHES | 47
TWA
TWA
TWA TWA TWA TWA
TWA
After a variety of divergent explorations, now it’s time to digitalize them, and see what they look like after passing them into the computer. Sometimes this passage is quite difficult, because after all the finesse of the human hand is hardly reproducible by computer. However, with different steps, the result can be quite satisfying.
TWA
TWA TWA TWA TWA TWA
TRA S WORLD ACCESS
TRA S WORLD ACCESS
TWA
TRA S WORLD ACCESS
TWA
TWA
TWA TWA TWA TWA TWA TWA TWA TWA TWA TWA TWA TWA
TWA
TRA S WORLD ACCESS TRA S WORLD
TRA S WORLD ACCESS
ACCESS
TRA S WORLD ACCESS
TRA S WORLD ACCESS
TWA
TWA
TRA S WORLD ACCESS
TWA
TWA
TWA TWA TW A TWA TWA TWA TWA TWA TWA TWA TWA TRA S WORLD
TRA S WORLD ACCESS ACCESS
S WORLD TRA S WORLD TRA S TRA WORLD S WORLD TRA STRA WORLD ACCESS ACCESS ACCESS ACCESS ACCESS TRA
TRA S WORLD ACCESS
TWA TWA TWA
S WORLD ACCESS TRA S WORLD
ACCESS
TWA A
TW
twa
TRA S WORLD ACCESS
TRA S WORLD ACCESS TRA S WORLD ACCESS
TWA
A
TRA S WORLD ACCESS
TWA TWA
TRA S WORLD ACCESS
S WORLD S TRA WORLD TRA TRA S WORLD ACCESS ACCESSACCESS
TW
TWA
TRA S WORLD ACCESS
A
TRA S WORLD ACCESS
TWA TWA TWA
TW
TWA
TRA S WORLD ACCESS
TRA S WORLD ACCESS
S WORLD TRA STRA WORLD ACCESS ACCESS
A
TWA TWA TWA TWA
TRA S WORLD ACCESS
TRA S WORLD ACCESS TRA S WORLD ACCESS
A
ACCESS
TWA twa TWA
TW
TRA S WORLD TWA ACCESS
TWA TRA S WORLD
TRA S WORLD ACCESS
TW
TRA S WORLD ACCESS
48 | VISUAL DEVELOPMENT GUIDE
TWA TWA
A S WORLD ACCESS
TWA
TWA
TWA TRA S WORLD ACCESS
TWA
TWA
TWA TWA TWA TRA S WORLD ACCESS
TRA S WORLD ACCESS
TRA S WORLD ACCESS
TWA
COMPUTER SKETCHES | 49
A color version of the best chosen. Still need some refinements to ultimate the logo. The typographical part requires more modifications, but the direction is good.
50 | VISUAL DEVELOPMENT GUIDE
refinements & finalization
REFINEMENTS & FINALIZATION | 51
52 | VISUAL DEVELOPMENT GUIDE
FINAL STAGE: Some last refinements and our logo will take its last and definitive form. Because we modify some features of the letters now we need do proceed with optical adjustments.
REFINEMENTS & FINALIZATION | 53
54 | VISUAL DEVELOPMENT GUIDE
REFINEMENTS & FINALIZATION | 55
56 | VISUAL DEVELOPMENT GUIDE
similar logos
LOOK-A-LIKE LOGOS: These are other companies logos that could remotely be judged as similar to the we developed for TWA. Shapes as a stylized spacecraft, the letter “A”, an arrow, even a star, or anything sharp that’s pointing towards the upper side of the defined logo area, can be consider as similarities to our current logo. In fact, some of these symbols were used to finalized our mark, which ultimately represents the idea of transcending frontiers and open the doors of new worlds for mankind. However, our logo, differs and can be distinguished by a balanced accent on curvilinear lines, that together with more rectilinear lines are meant to convey a feeling of motion. Nonetheless, the finesse behind the human hand that in first place draws the drafts for the mark, which is a principle that might apply also for these look-a-like logos, is indeed unique by definition.
SIMILAR LOGOS | 57
1
6
11
16
2
7
12
17
3
8
13
18
4
9
14
19
5
10
15
20
1. Delta Airlines is the second-
6. CNSA is a space agency of
11. Dunlop Rubber, British mul-
16-17. Star fleet uniforms in the
largest airline in the world.
People’s Republic of China.
tinational manufacturing of
Star Trek shows and movies has
various rubber goods.
been some version of these two
2. ANTA is a Chinese sportswear
7. ISRO, it is a space agency of
company founded in 1994.
government of India.
3. The Austrian Airlines logo
8. Arrow is an American action
designed by Landor in 2003.
crime television series.
4. TAME is the flag carrier of
9. Green Arrow is a DC Comics
Ecuador, and the major airline
character, known as a cos-
company in Ecuador.
tumed crime-fighter.
5. Acura is the luxury vehicle
10. Roscosmos is a the aero-
brand of Japanese auto maker
space research and space
Honda Motor Company.
programs in Russia.
12. Arrow Engineering provides
types of insignia.
excellence in building engi-
18. Armorcast provides Polymer
neering services.
Concrete & Fiberglass products
13. Space Tourism Society is
for the utility industry.
the first organization spe-
19. High-end helmets, pro-
cifically focused on the space
tective clothing & gear for
tourism industry..
motorcycle, snowboarding &
14. Adobe: marketing and document management solutions. 15. Atlantic Aviation, operates in the aviation environment, providing several services.
cycling enthusiasts. 20. Red arrow named “wing” Asiana Airlines is one of South Korea’s two major airlines.
58 | VISUAL DEVELOPMENT GUIDE
SOURCES: images and contents.
logomaker.com/blog/2012/11/26/10-quotes-aboutlogo-design-from-saul-bass/ en.wikipedia.org/wiki/Cultural_depictions_of_lions ichef.bbci.co.uk/wwfeatures/wm/live/1280_720/ images/live/p0/2y/cr/p02ycrqz.jpg 1.bp.blogspot.com/-OrbbH5VH6Xk/Vi5a8cuU9WI/ AAAAAAAAFNg/-lXJMrHxTYw/s1600/%25231714%25 2C%2BCave%2Bkiva%252C%2BMortendad%2Bruin.jpg brainyquote.com/quotes/topics/topic_courage.html img2.cgtrader.com/items/79967/087cf8cecc/supersonic-jet-concept-3d-model-3dm-ige-igs-iges.png wallpapermaven.com/cat/aeronautics/download/ Supersonic-Raptor-1920x1200-59.jpg inspiringwallpapers.net/content/uploads/F-22-Raptor-Jet-Fighter-Aircraft-1080p-HD-Wallpaper-forDesktop21.jpg
SOURCES | 59
_COLOPHON TYPEFACE: TSTAR PRO //MONO ROUND SOFTWARE: ADOBE CREATIVE CLOUD PAPER: EPSON PREMIUM MATTE, HEAVYWEIGHT PRINTING: BLURB, SAN FRANCISCO, CALIFORNIA DESIGNER: VIOLA SPAGNOTTO
THIS IS A STUDENT PROJECT ONLY. NO PARTS OF THIS BOOK OR ANY OTHER PART OF THE PROJECT WAS PRODUCED FOR COMMERCIAL USE.
TWA
the way of the future