Yo what’s up? Thanks for checking out this post. This is the creative breakdown for how I designed the Aerolite logo you see below. This is the first time I’m typing out a detailed breakdown of my work like this so good luck.
We need a logo that will encompass our beliefs towards the fact that low orbit space travel should be made not only commercial, but also affordable within the next decade. Unlike commercial air travel, which was once restricted solely to the upper class; our goal is to be able to fly anyone with the desire, to anywhere on the planet. We firmly believe that we are serving a much larger purpose than just creating another form of transportation. We understand that getting a person from the United States to China in 30 minutes isn’t just transportation, it’s an integration of the entire human race without regard to distance or location.
We are a team consisting of about 30 members working with one another to push the limits of small team technological development. We believe that even a small team like ours has the potential to revolutionize entire industries given the right attitude and determination. And that is exactly what we are – determined. Determined to push the limits of what anyone has once thought was possible to create with a team of 30 members and determined to make our vision a reality within the next decade.
Please take some time to consider our brief and get back to us with a logo that will be recognizable in China as much as it would be in the United States. Thank you for your time.
Aerospace, affordability, low space orbit, rockets, air travel, commercial, closing distance, location, small team, indie development.
I begin developing this logo with writing out the name Aerolite a handful of times. I experimented with different casings, scripts, fonts, and so on. The point of this step was to just get a feel for how the name Aerolite should sound. It was a very fast and playful process that would allow me to branch out from. A complete brainstorm. In the same way, I drew a handful of sketches of what the finished product may look like. Some stayed and others were refined.
In the next step I picked out my three favorite names and three favorite designs. I began to mix and match these and upon mixing, was able to produce entirely new results. I made small iterations with every mashup to try and make the type fit with the design better and cleaner. Ultimately this step was able to help me refine what I was trying to develop more and more.
I then started to experiment with fonts and type. The purpose of this step was to find a font that I felt was very recognizable, easy to read, and that would flow with the design well. I experimented with letter thicknesses and spacings. Below are some of my notes I made for myself. Styles I could potentially try out and things I should keep in mind.
From there I pulled things into Illustrator and began to design the earth which will be behind the rocket. I didn’t have a very distinct idea in mind while starting out so the first handful of designs were very playful. I tried mirroring and rotating objects to see what would sit best with what I had in mind. I stretched and pulled on the shape in the center in various ways to see if I could come up with something more interesting. I also came to the conclusion that adding a thin circle that encloses the two abstract shapes was a good idea. This resulted in holding the two shapes together much better and is able to represent a planet in a much more powerful manner. The yellow circle was my final decision that I decided to proceed forward with from this step.
In the next step I added the trail which the rocket would follow. I experimented with thicknesses of the line and even considered flipping the trail. I didn’t keep a couple of the variations I created but I also experimented with dotted and double lines. As you may be able to tell, I’m heavily leaning towards the first design from the four selections I presented in the sketch with the notes. In the next step I added the rocket and a couple of other minor elements. In the end I decided to go with an approach that accentuated simplicity. I knocked off all of the smaller details and stuck with just a simple rocket made from primitive shapes.
In the following step I added some type. In all of these variations I focused on what would make the text flow most with the design. I did things like strip away certain body elements, experimented with the principle of closure, and just overall tried to emphasize what would be most appealing to the eye. The type in all of these examples was more or less just a placeholder at the moment. What was important to me – was getting what it was going to be, to look nice with the logo itself.
In this step is where I stressed the importance of a good font. I already had a strong sense of what I was looking for. I wanted the thickness of the font to pretty much match the trail. I wanted the name to stand out, but not pull away from the design. I wanted the letter “A” to be stronger than the remainder of the name. I ended up making the “A” larger than the rest of the letters. I found a comfortable font size that was not overpowering but still flowed well with the design. I played around with where the word “Aerolite” would be located in relation to the rest of the logo and decided to match the baseline with the lowest point of the rocket trail.
Up next came color schemes. I generated these three palettes using Adobe Color. I uploaded images of space travel because I felt as if they represented the feel of the logo perfectly and extracted the colors from those images. With those extractions I was able to come up with these palettes and then it was just a matter of mixing and matching. I eventually came up with a result that I liked. I followed a very analogous scheme with this whole process. I liked the idea of using just two colors, a white background, and a black text as it created simplicity and minimalism.
I slapped all of the designs on a darker background to compare what it would look like on a negative surface as well. This further helped me come to the conclusion that the top right color scheme was what I was looking for.
The next step that followed was one of my favorite processes. I cleaned up the entire logo and I went absolutely wild with presentation. I tried everything that would come to mind. I wanted to make sure that the logo looked nice large and scaled down to almost nothing. I mirrored it to make sure that it would preserve it’s aestheticism throughout any kind of manipulation. I filled in the cutout in the bottom of the globe and experimented the positioning of the name. Ultimately my goal here was two create two variations. One that would look awesome scaled up large and the other to still look nice as maybe an icon or something of the sort.
And here it is baby! The final two variations that I came to the conclusion of. The first as mentioned above, is the primary design. This bad boy is supposed to the one going on paperwork, websites, large scale print, and the such. The smaller guy is intended for more fine printing. So things like t-shirts, hats, and so on. Out of the smaller design, I would be able to extract an icon in the situation that a website favicon, app icon, or maybe a stamp would be needed. Overall I’m very pleased with the way this logo came out. A very successful project.
Thanks for reading and stay tuned for more work in the near future!