Branding Package – Logo and Collateral Design
Graphic design was my first professional creative practice. It was what initially drove me to get a college degree. It’s been a long time since I’ve had a paying client for a branding project, with only Airview Cinematography’s branding needs being my excuse to fire up Illustrator.
After 6 years since the original logo, I felt it was time to update the look and incorporate the personality of what the company has come to be, and who it has worked for, into the look of the brand. Airview’s clients are primarily advertising and marketing agencies, small film production, and commercial construction.
My needs for the logo were the following:
– Continuity of the brand. That the logo look like an updated version of the former, using familiar shapes and color palette.
– A logo that had a strong sense of iconography. That it was pleasant to look at as a standalone image.
– That it look at home on the sign of a construction site, or on athletic wear. With strong lines and a sense of upward movement.
– It had to be stencilable. Large company gear needs easy identification.
After a round of rough sketches and experimentations, I found my general direction. I created several variations.
In the world of monogram-based logos, the letters A and V are used heavily. With 99% playing to the opposing symmetry of the two letters. And as much as I wanted to find an alternative, the strength and the rhythm of the symmetry was undeniable.
After creating some variation, I started working on different formatting options, and found that in a vertical arrangement, the italicized font and the angular direction of the monogram to be very wonky and unbalanced. This prompted me to bring back the circle from the previous logo. Which, aside from solving the vertical balance issues, created another element of continuity from the outgoing logo.
I was still unsettled with the coloration of the monogram. As well as wanting to consider possibly changing the colors to fit a more eco-friendly feeling brand. While the green and blue looked good, the value of keeping the brand continuity prevailed.
I also wanted to have a series of nested branding elements that could be called upon subtly in collateral. The monogram without the circle, the red arrowhead without the monogram, the text as a standalone element.
Mid-career graphic designers may laugh at this, but I was very excited to do a style guide. It’s been a very, very long time since I’ve had a reason to do one.
I’m happy with the results, and even happier to receive the orders for new business cards, stickers, gear labels, stamps, and hats, all using the new logo.