I worked on the creation of a logo for the Aspen Air Traffic Controllers. The client wanted something they could use on a t-shirt, or mugs. It was very important that I represent the Aspen Airport, as well as the Aspen Tower, properly. When airplanes leave this airport, it's known for the turn you have to make. There is a mountain right in front of the runway called The Maroon Bells.

Ultimately this logo project was abandoned for a commemorative coin that required no logo. I decided to take it to completion as a personal project.

In an attempt to deliver variety to the client, I tried a vertical and horizonal layout for the logo. I also tried sans serif and serif type variations.

There are two serif and two sans serif options. The horizontal orientation ultimately proved to be the best balanced option. The vertical options seemed off-balance, because of the shape of the leaf.

These are my final attempts at the project:

I felt the shape around the logo looked like a spoon, and was distracting. I have shown this logo to several people and they felt the same way, they got "hung-up" so-to-speak, on the outer shape rather than the communication it was intended to make.

 

This one was the most effective communicator. I will explain myself more below.

 

The slash through Aspen diminished the readability of the word. It also didn't scale very well, which is important.

The typeface I used for the words had a plain, governmental-feel to it, which is what I wanted. However, I wanted it to imply motion as well, so I set it in italic. I made alterations to the: A, P, N, W and R. I put emphasis on motion when altering these letters, as well as the sleek feel of aviation.