Industrv Snapshot September 3005



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Client: Industry Snapshot

Vancouver. British Columbia. Canada

Agency: CFX Creative

Vancouver. British Columbia. Canada

The Challenge

The design industry is, in many ways, organic. The design process develops gradually and naturally The visual result derived from this process forms a basic and inherent part of something else—a business, a product, a service. The tact that humans are involved from inception to completion makes design itself organic. The continued growth of the design industry even requires the study of humans and Iheir relationship to demographics, business praclices. and growth slrategies.

CFX Creative partnered with Core 77 Design Network, a Web-based community lor design enthusiasts seeking trends, information, resources, and opportunities, and marketing specialist LaSaile Communications to conduct a primary resoarch study that analyzed how the fittest design professionals are surviving in an unfit economic environment. The group's findings were coordinated into a presentation entitled "Industry Snapshot." The challenges lay In visualizing the human aspects of design and the contemporaneous nature of the study while appealing to a broad range of people with definitive tastes and styles

The Process

CFX Creative chose a simple geometric shape to represent study Darticipants. The team found the identity in a type treatment with a square, industrial shape and leel. visually conveying the name of the study and representing the design Industry as a whole. A deep earth-toried palette added solidity to the overall message.

The Result

Induslry Snapshot's mark was employed on Core 77's website and figured prominently on the cover page ol the study results, which were distributed to participants in PDF format. The presentation and its brand were so well accepted by the design community that CFX Creative. The Core 77 Design Network, and LaSaile Communications took it upon themselves to conduct a similar study in 2003 for presentation in 2004.


7/ie human side of design looms largely in Industry Snapshot's identity, which af>cears on PDF-formatted study results and a websito that presents the results ■nrtualty to people who couldn't attend the actual presentation.

Chapter Ten: Transportation and Shipping if


An abstract rendition ot a paper plane serves as the icon far Pointe Aviation's neet o/ single-engine airplanes.

Client: Pointe Aviation

Carlsbad, California. USA



Irvine, California


The Challenge

Pointe Aviation owns and operates a fleet ot single-engine airplanes that transport passengers throughout southwestern California. Instant brand recognition is an essential element in the air travel business. Go to any airport and look at the array of type treatments and symbols employed by both large and small airlines in an ettort to catch viewers' eyes on the ground and in the air.

The company knew it needed a cutling-edge design that was simple and to the point as well as legible at a distance and on printed materials. No other direction was given to the contracted design studio. Graphicwise.

The Process

Brainstorming and over two dozen sketches yielded the final Pointe Aviation identity. A clean type treatmenl with a slight 1930s modern flavor was paired with the simple graphic shape ol a paper airplane ascending to the sky.

The Result

Graphicwise's finished design was unveiled before the entire staff and management ol Pointe Aviation, which overwhelmingly approved. The mark was implemented on building signage, the stationery program, employee polo shirts, and on the company's fleet of aircraft.

A dynamic s'.reorr. ot motion is presented in Piwitt Aviation's letterhead, which highlights the logo pinpoint trajectory.


Amanda McKay

Pointe Aviation's logo ¡s portrayed in both positive and negative space on its business cards.


Client: Travelport

Seattle. Washington, USA

Travel Od OO

The consolidated image and dear positioning statement of Truveiport addresses the company's leading end-to-end corporate travel solution, providing online booking. GDS. fulfillment solutions, data and profile manage-mcnt. se*vce. and suoport.

Agency: Hornall Anderson Design Works, Inc

Seattle, Washington

The Challenge

The corporate travel industry is densely populated with subsidiaries of such high-powered companies as Microsoft and Nike. Formerly known as Highwire, Travelport, a Cendant Company division, commissioned Hornall Anderson Design Works (HADW) in 2003 to create a consolidated image and a clear positioning statement as the leading end-to-end corporate travel solution, providing online booking. GDS (global distribution systems), fullillment solutions, data and profile management, service, and support.

The Process

Travelport's makeover began with a complete rebranding strategy that built the new identity from the ground up and clearly portrayed the company's limitless capabilities and opportunities for expansion. The HADW design team's solution incorporated photographic images lhal portrayed travel themes from flight to trains to buses. A bright, bold palette was employed to capture the users' attention and pull them into the experience of the promotional program.

The Result

HADW's new identity, reminiscent of many American airport wayfinding systems, has given Travelport an appropriate yet distinct leel that sets it apart Irom the competition.

The bock of Travelport s business cards present the time zones of the world's major cities as well s Seattle home base

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Promotional coupons issued at trade shows offer readers a glimpse of the world cm-ereb by Travelport as well as strong branding tor the company 's refreshed identity.

Client General Motors Corporation

Detroil, Michigan. USA

Agency: FutureBrand

New York. New York. USA

Ger\era! Motors' refreshed identity was used to promote the company's 75th anniversary in the automotive business.,vhtch was heralded in collateral materials and displays and on its website

The Challenge

Creating a new brand can be much easier than repositioning a familiar identity that has deeply invested equity. The FutureBrand team discovered this truth when commissioned to refresh General Motors' logo. The automotive industry relies heavily on consumer recognition of its brands, which convey such perceived expectations as status, reliability, speed, coolness, and adventure. General Motors wanted to elevate its stature with an upmarket appearance attracting consumers to its family of brands, including Chevrolet, Pontiac, Cadillac, Buick, GMC, Saturn, Hummer, and Saab. Because the identity needed to brand onto print, broadcast, Web. signage, and Ihe vehicles themselves. II was decided that a three-dimensional insignia would have the greatest impact.

The Process

Alter careful review of the brand's existing equities. FutureBrand chose to develop a mark that looked like the badge that's actually applied to the vehicles. The team explored a number of interpretations that presented the mark in different finishes, colors, and presentations of the three-dimensional appearance. In the end, a blue reflective version was selected because it retains past associations with General Motors' blue corporate color and the GM logotype. The graphic reflection that appears in the final rendition of the background suggests the profile of a vehicle.

The Result

Initially. FutureBrand's new brand identity was employed in the company's corporate advertising initiatives and website, This application has since been expanded into other high-end, high-profile applications including PowerPoint presentations, select print literature, select facility signage, and promotional initiatives such as auto shows and product rollout events. While the three-dimensional GM brand was intended as an alternative to the historic two-dimensional brand mark, it has gained widespread acceptance and preference throughout General Motors Corporation.

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