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Andromeda Brand Development
Project type
Brand Development, Logo Design, Website Design, Product Design
Date
February - May 2024
Location
Ames, Iowa
At the beginning of the Spring semester of 2024, I was given a unique proposal by a studio professor. We would be individually brainstorming ideas for projects and deliverables that we could work on over the course of a full semester to present at the ISU Graphic Design Capstone Event. Each project would be different for each student, with ourselves choosing the project premise and deliverables. After a few weeks of brainstorming on ideas and the types of projects, I decided on an idea focusing on some of my strongest interests: Brand Development, Travel, and Space.
This development came up with the concept of Andromeda, A futuristic interplanetary travel agency. While ideas for what may be created bounced back and forth as the semester progressed, one goal remained throughout. To create a system that may be mistaken for a modern-day company.
The first detail to be worked on was the primary logo. The construction of Andromeda's logo implements the use of 3 symbols or ideas. The first of these symbols is a compass, known throughout history for guidance and exploration. Second, is the circle enveloping the logo's A, which aims to depict a planetary horizon similar to an eclipse. Finally, displayed through the center bar of the a is a simple representation of a rocket taking off or flying through the sky. The brand lettermark also uses this rocket form while being constructed of a geometric and modern font design.
Next came the selection of colors and fonts. With black and white acting as obvious choices, a set of 3 additional colors was chosen for development. The dark blue and purple were chosen as subtle accents for the darker black, with metallic silver to add a flair of futuristic tech. Three font families would then be chosen for use within headlines, flair text, and body copies that would offer interesting styles compared to similar brands.
The primary icon that the brand makes use of is a form known as The Andromeda Star. This star was an accidental result of pattern experimentation using elements found within the logo. The form used on the rocket element was duplicated and arranged in a triangular form to create a 4-sided polygon within the negative space. This polygon would then be duplicated and rotated on a single point to create a 4-pointed star, which would then be resized and rotated on its center point, creating the full-bodied form of the Andromeda Star. This star is then used in a set of grid systems to create two primary patterns, one for a lighter background using the brand's three primary colors and one for a darker background using only metallic silver.
The next step of the brand approach was creating advertisements to help display the brand and its services. This was a stretching process that involved experimentation and reviewing how other brands approached this step. Created as a small collection of posters that could be used in any printed form or digital emplacements, as well as a few long-scale pieces for banners and backdrops. The approach also stretched to digital advertisements, creating a series of pieces that would announce specials and deals offered by the brand while following a strict internal limitation to avoid cutoff from any implementation.
The final step involved the creation of supporting materials that could be both provided and sold by the brand. The first of these designs to be worked up was the ticket displays. These boarding passes were created to be printed on durable plastic due to extended travel times, as well as include a perforated tab that could be broken off to minimize the amount of material required to be carried by passengers after boarding. These boarding passes were developed with color-coded systems that would help identify the type of ticket and the cabin style. Information on these tickets would include the "Starport" that the scheduled shuttle would be leaving from, destination, shuttle number, platform, and departure and arrival dates. Any dates and times displayed on the tickets would be in two different increments: Standard Universal Callender (SUC) and Universal Planetary TIme (UPT), to account for differences in orbits and rotation speeds between destinations.
The next sets to be worked on were designs for uniforms to be worn by Starport staff and Shuttle Flight Crew. These uniforms consist of simple yet professional black suits and skirts, with undershirts displaying the brand's blue and purple variations. The Black and Silver star pattern was used as an accent system on the shirts and scarfs for employees. While they may be simple, these uniform designs aimed to portray a sleek and professional demeanor for our friendly and assistive staff.
Accompanying these tickets with each customer would be what is generally known as a Starpass, a passport-style set of personalized information required by each traveler as part of the check-in and boarding process. These Starpass would guarantee travelers were able to safely travel from and return to their countries of origin safely. Alongside the Starpass, Travelers would receive complimentary travel notebooks brand with the Andromeda Logo and and star accents, supplied within the cabin aboard their shuttle. These notebooks would be free of charge to passengers as a way of ensuring they remember the small details both on their way to and during their expeditions.
A collection of merchandise would also be available both in person as well as online for customer comfort and convenience. These comforts included products such as travel mugs, water bottles, and neck pillows adorned with two primary styles: a bright and vibrant nebulous display and a sleek and minimal pattern of silver on black to provide options from unique to sleek. Travel Luggage adorned with the brand's visuals may also be purchased with a range of small organization bags, carry-ons and backpacks, and full-scale suitcases.
All details regarding the individual elements and intricacies of the brand were portrayed within a brand manual. Each page of the brand manual dives into the reasoning for each detail and the representation within their forms and choices.
Finally, for supporting systems came a mockup of a few layouts of how the brand website may flow and function. The layouts aim to increase the confidence that this brand is a fully functioning experience, with the ability to click through to specific pages within the site. The three layouts offered displayed the main page with flight booking and specials being advertised, the planet information page that goes into some details about the sights and attractions, and the about page that goes into detail about Andromeda's goals and priorities to customers.
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