EOS Airlines Brand Identity

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For an entire quarter, the class developed a new identity system for Eos Airlines, a niche market airline offering premium business class flights between New York and London.
School: Savannah College of Art and Design - Atlanta Campus
Class: Print Studio II
Instructor: Barry Roseman

The letterforms of the final logotype were achieved through hand manip-ulations of the Helvetica Condensed typeface. The geometric quality of the letters was transformed into an elegant and kinetic statement, the relationship of the letters within the mark itself resulting in a logo that reflects flight, while maintaining elegance and strength.

The application of the logotype to the stationery system used condensed forms from Helvetica to relate to the typeface from which logo was built. Careful consideration was given to where the information should be placed, based on where the elements of the letter would be set by employees. The cream color of the identity was incorporated to highlight the logo placed asymmetrically within the color band to create a dynamic and unique solution.

The logotype application on the livery became an investigative process to find a striking way to display the logotype and the airline’s branding character. A combination of a black logo reversed out against a cream background is a unique color combination, as no airline currently uses cream in their color configuration. The addition of a warm grey tapering stripe against the tail decoration visually aids the transition from cream to white to created a dynamic and unique livery design.

The final element of the brand identity was the creation of a process book that displayed the work of each student in the class. The grid, typographic and graphic systems used throughout the book were developed as a team to create a consistent and informative book about the design process for the class.

Shown here are spreads from the 139-page book.