I started out by getting down to the nitty-gritty and asking, "what is Flightworks about"? I eventually came up with the tagline, "where ideas take flight". The tagline was simple, to the point, and embodied Flightworks as a place where imagination is shaped into solid ideas that are based on good clean design.
With that in mind, I immediately hit upon the idea of a cloud for its association with flight, as well as the symbolism of being a thought or idea cloud. The new logo is a study in simplicity. It adheres to some of my core design principles which is to keep things clean and direct, but interesting.
To complete the rebrand, new business cards were designed with bold lettering that states without reservation, what Flightworks does. The lettering, logo, and other parts of the card were coated with a glossy finish to give some extra pop.
In addition to the logo, website, and business cards, I also developed a brochure with a convenient back pocket for business cards, and shirts to help promote the Flightworks brand.
Additional notes
The image of the child blowing a dandelion represents the youthful imagination, that I have always had, forming into ideas that are taking flight.
Coming from the old logo which was all lower-cased, the font this time around was placed in all caps to show the personal growth I have experienced as a designer. It also reinforces the Flightworks brand message of standing up and making bold statements about who I am, and what I do.
If you turn the logo 90 degrees counterclockwise, it actually takes on the form of an exclamation point, another symbol for having an idea.
The font was changed from Helvetica Neue to Gotham Narrow
