Strategic design: Starting Phase of Designing Visual Identity

Learning activity:

Design a logo for the following service and according to the following brief:

  • The product/service name: Chemin
  • The product/service description: A new urban railway service that takes passengers from the airport to four major centers in the capital of the country. The service will expand in due time to cover wider areas and to extend to other cities in the country as well.
  • Unique aspects of the product/service: The service prides itself on using the latest new-millennium technology, thus being sophisticated, super-fast, convenient and comfortable BUT NOT expensive and overly luxurious.

Ok, the name Chemin sounds more like a pharmacy than a public transport service.

However, not everything can be put into a logo, so I skipped the obvious (trains, tracks, even chemistry etc.) and focused on planes. Probably not a good idea, but this is for fun anyway:


Exploring the paper plane, trying to make it into a C. I like this one a lot, but it does not look much like a C unfortunately.


Next, I tried out the negative/positive space and placed a plane on a circle to shape a C. This worked out much better.

The final result:  I don’t think the result is all that bad. Err… not much “railway” though …

Using the yellow and gray color, and a straight geometric font gives an impression of a modern and affordable service? At least it does not look expensive.


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