Orginizational Branding Process Book

Kameron Barrow

Kameron Barrow

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Table of Contents

Page 1: Landing PagePage 2: Table of ContentsPage 3: RequirementsPage 4: IntroductionPage 5: Existing Logo Design ResearchPage 6-7: Logo PrototypesPage 8: Final DraftPages 9-11: Visual Branding Collateral

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Requirements

Design a logo and a brand identity system that includes the following :

A Short Introduction to the Brand: Include the purpose, audience, environment or the medi-um where the logo will be shared.

A Description of the Logo: What message it is representing, and how it is representing the message (symbolic, Iconic, or Indexical?)

Existing Logo Design Research: Look for at least 5 or more existing logo designs from similar fields or that share a concept, metaphor, or style with your brand

Design Process: At least 10 idea sketches, a collection of source material, and a color palette that will be used for your branding system. Create 2 different versions of semi-final design for your logo (a detailed hand-drawn sketch is acceptable)

Final Deliverables: One final design for your logo used on three pieces of visual collateral (a box, poster, napkin, CD-case, clothing label, etc.) as well as your process book.

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Orginizational Branding Process BookKameron Barrow

Introduction

Delta Airlines is a commercial airliner that services flights around the United States and many parts of the world. The purpose of this branding is to increase the awareness of this commercial airline. The audience are flyers who have to decide which airline to choose for their flight and Organizational Branding is a way for the client base to distinguish between the brands and quickly associate which brand to what business. This branding is usually seen in airports, online and television advertisements as well as occasional billboards.

The branding for Delta Airlines is inspired by the Greek Letter Delta and uses to signify flying forward. The symbolic iconography utilizes clean lines for communicate the grace and professionalism of the brand and the colors of red white and blue, echo the flag of its parent nation, the United States

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Exixsting Logo Design Research

Upon researching popular Airline companies around the world, I noticed that many reflect their parent nation’s identity, both in color scheme and company name. Additionally, any iconography used is often minimalist and simple so as to not conflate the purpose of the branding which is simply to proliferate awareness of the airline. Each of the logos here use their iconography to portray movement in some-way save for Emirates airlines which instead has its name written in Arabic, above its name written in English.

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In my initial 9 ideas sketches I sought to proliferate the original Delta Airlines logo and branding. Many early sketches tried to incorporate movement which is a common visual motif of Airline iconography. For my final idea sketch I wanted to commit to a de-sign moving forward. Instead of utilizing their existent triangular logo, I decided to instead opt for a plane as our visual culture has shifted towards minimalist iconography and away from symbolic logs in recent times.

Building on my final idea sketch I decided to iterate once using the traditional Delta Airlines color palette and once using a fresher color palette to show a modern change going forward.

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Final Draft

For my final iteration of the brand I decided to amalgamize elements from my previous iterations and existing airline branding designs. From my first low fidelity iteration, I retained its color scheme which potrarys the class and prestige of the company. I retained the typeface from my second iteration eschewing the A in Delta instead using a Delta symbol. Finally I utilized a minimalist icon of a plane that suggests movement with its orientation, as movement is a consistent motif used by the other airliners.

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Visual Branding Collateral

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Visual Branding Collateral

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Visual Branding Collateral