The Dynamic Logo project is one of the most extensive projects that I've worked with. It requires the designer to find a company anywhere in the world and completely remake their logo. Once the logo has been thoroughly refined, the next step was to make it into a Dynamic Logo. The requirements for the Dynamic Log was that it had change two aspects of itself through data that related to the company.
The redesigned and then animated logo that I created was for DLR, the German Aerospace Center. I chose them because I thought that they focused on may aspects that come with space and aeronautics. Part of their focus is what lies in the heavens but then also what lies here on Earth. To name off a few things that they focus on are: Energy, Transportation, Digitalization, Security, and of course Space and Aeronautics.
Even though the assignment was to redesign the logo and incorporate it as a dynamic one, I took it upon myself to also rebrand the company. Knowing that DLR does a multitude of things while never heavily advertising itself, I felt that they deserved an updated and refreshed look. Also while researching DLR I learned that their space-age satellites had an upcoming launch anniversary this year. In honor of the satellites anniversary and an aeronautics center that does more then look to the skies, I present to you L&R.
The idea to reduce DLR's name to L&R came with the fact that the original name was too long. But the company recognizes that by shortening Deutsches Zentrum für Luft und Raumfahrt to DLR. With my idea to rebrand the company, I wanted to add a different sense of refinement to the name. When speaking the acronyms out loud L&R rolls off the tongue smoother then DLR. It also brings focus to the main two elements the company likes to highlight about its self. "L" which stands for Luft (translates to Air) and "R" which stands for Raumfahrt (translates to Space Travel).
The next important element is the Ampersand. The ampersand is what combines the two words (Luft and Raumfahrt) to create a new word that translates to Aerospace. Only through the use of the ampersand is how word can be created. In short, the ampersand is an even more condensed representation of the company because the DLR goes past being a space center.
When researching and deciding the colors for the rebrand, the idea of being refined but graphically exciting was always at the forefront. The colors needed to pop and catch peoples attention but not be too loud where someone working for the company can't respect it. Looking further into color combinations that invoke that view, I decided on Navy Blue and a Rich Yellow. The Navy Blue represents the strength and responsibility that L&R have taken on and the Rich Yellow represents the rush and excitement that comes with exploring the vast frontier.
Massachusetts College of Art and Design // Fall 2017 // Graphic Design 4
