Logo Exploration

Although there were not many direct competitors, I did an analysis of other airport companies. I looked at the brand symbols used, colors, etc. I looked for inspiration in the shapes of the flying experience. Although this was not a consumer facing product, there were thoughts that it could evolve into one. I played around with airport windows, airplane wings. In photos of runway, I found lines similar to crosswalk lines. I also looked into symbols that represented data stacks, since that is what the product is, but that didn't quite feel unique to the product. The dashboard itself is quite harsh with several straight lines so I felt I had to continue that through the logo mark. Below you'll see a few iterations of the logo. There were several others beyond this, but I have shown the few that we narrowed it down to.

Iterating Based on Feedback

As CVG was our partner in this venture, they gave feedback on the logo directions and had asked for the middle line of the forward slanted E to be aligned with the others, as shown above. This was the logo we felt most strongly about. I relied on the other designers at Differential for detailed design feedback, it was nice to hear a fresh perspective after looking at the logo mark for a long period of time. I went on to tweak the kerning of the letters. I also made a refinement to the angle of the lower line in the word mark "E" to match the angle of the "A."

Final Logo

The final logo is a word mark E taking inspiration from an airplane runway. It’s slanted implying forward motion. The logo can stand alone or be alongside the word mark. I found it scales well. Below are some examples of the logo on marketing materials that I designed during my time on the EASE team.