CONCEPT & EXECUTION
New, special, and cultural experience.
“A Journey Back to the Roots”
Through an interview, I found out that not a lot of people recognize a face of Eskimo on the tail of the Alaska Airlines airplanes. Some people saw the original logo as Abraham Lincoln, faces that are on Mount Rushmore or even as a face of a lion. Therefore, I decided to bring Alaska Airlines to its origin.
PROCESS OF DESIGNING THE LOGO
The curves and the angles of the logotype were inspired by the Inuit language. The logo mark, texture and colors were also inspired by the Inuit art. When we look at an airplane, the most prominent placement for the logo is on the tail. Taking this into consideration, I designed the logo mark that fits perfectly on the tail. Afterwards, I designed the bottom of the airplane. The logo on the tail can be seen when the plane is docked but the bottom of the plane becomes visible once the plane is in the air. I thought it would be an interesting chance for people to see the brand's identity as a giant bird or a totem pole on the plane is flying above them.
PROCESS OF MAKING THE LOGO
1. Apply black acrylic paint on top of the plywood.
2. Use a wide brush to paint on top of the plywood.
3. Wipe out some paint out using cloth.
4. Use laser cut machine to engrave the logo on the painted plywood.
5. Use band saw and sanding machine to cut out the logo in circle.
Brand identity development
Programs Used: Photoshop, Illustrator, and InDesign
Special Thanks to: Guillaume Wolf