Andrew M. Nelson RedondoCorporate Alphabet Sculpture

ThumbnailSketches

Keywords:• Innovation• Imagination• Engineering• Family-Oriented• Story Telling

ThumbnailSketches

RefinedSketches

3d prototype

Logo Concepts

Defining New Keywords:

• Out-of-The-Box Thinking• Pleasing• Stands Out• Shows What Job Is• Play-On-Words• Playful (Not Over The Top)• Professional• Innovative• Gears Turning = Forming New Ideas

Color exploration

Color exploration

Typeface exploration

ImagineeringImagineeringImagineeringImagineeringImagineering

Final Logo Color +BW

BusinessCard

Concepts

FinalBusiness

Card

Logo Sculpture

Logo Sculpture

Reflection

For this project I decided to reimagine the logo for Walt Disney Imagineering, which is

the design and development arm of The Walt Disney Company, responsible for the creation and construction of Disney theme parks worldwide. The reason I chose to redesign their logo was because for 6 months of 2012 I interned at the Walt Disney World Parks and Resorts and was part of the opening team for New Fantasyland at Magic Kingdom. During that time I observed how they brought new ideas, technology, and ways of storytelling to the public from the ground-up. In turn, I came to admire the way they worked as I saw the same kind of connections and aesthetics I try to incorporate into my designs as well. In doing so, I’ve grown to wanting to have the opportunity one day to work at this division of the Walt Disney Company. Nonetheless, though, I felt that the original logo was beginning to become outdated over the years and didn’t truly reveal or invoke what I believe they are about. After looking over my time as

an employee; my first thoughts went to these keywords initially: Innovation, Engineering, Imagination, Family-Oriented, and Storytelling. However, after doing numerous concepts for the new logo and research along the side. I came across more revealing terms that in the end helped create the final look. The words or phrases I came across were: out-of-the-box thinking, professionalism with a touch of playfulness, and play-on-words. After discovering these extra terms it became evident that I was going to need to be clever as well as innovative with the overall design and sculpture.

In regards to the sculpture, I wanted different parts to float or pretend to be suspended in air so I knew I needed material to be lightweight and strong at the same time to be held to each other by thin pieces of metal wire. I will admit I almost gave up in trying to levitate my gears along a z-axis as to provide depth and volume from every angle. In the end by being determined I was able to figure out the proportions and weight differentiations to pull off the

sculpture. My reasoning from the get-go was originally for this piece to be imagined as being outside of the headquarters. From this standpoint, I spent a full weekend scoping the Internet for images of the Glendale headquarters in California as well as the Orlando Division until I eventually spotted the building only by recognizing the building number sign as the same shape used for employee name badges. Overall, I genuinely enjoyed the process behind this project as I came to respect and admire Imagineering. I was also inspired by my drive to become more innovative in my work outside this project as I became more in-tuned by my experiences and this group’s ideals. In the end, I feel this gives them a more modern look for the years to come. In addition, hope they will one day see this design and see the amount of work I did in my process.