- Okay, right up front, before we do a darn thing
we have to identify the client's needs.
Our totally imaginary client is an up-and-coming
space tourism company called Frontiers Unlimited.
So, I guess it's like an airline,
in that it flies you way up in the air.
Or maybe, it's like a futuristic tour bus
in that it provides both the transportation,
and the entertainment.
Or it's an airborne cruise line
that doesn't have any stops.
That's the problem, it really isn't like anything
that's come before it.
It's quite literally out of this world.
So that provides us with the real challenge,
we have to design something for a company
that's unlike anything that's ever existed.
Now, what we're seeing here is a list of watch words
provided by the client.
To the client, these are promises to prospective customers,
but to us, they're brand objectives.
Our logo is gonna be an element of this company's brand
so the client's objectives have to inform our design.
In other words, our logo has to communicate
these four key concepts.
So let's take a look at what we have here.
Starting with the promise of Magic.
So this is like Disney World magic that we have here.
Our customers are gonna be able to witness
an uninterrupted, 360 degree view of the stars,
no clouds, no light pollution,
you'll be able to see everything.
You might even be able to see things like the Earth
rise over the surface of the moon
which would be, obviously, spectacular.
There's also Excitement.
You're gonna blast beyond the Earth's orbit
at 20 times the speed of sound.
That is something like 18,000 miles an hour.
Absolutely unexperienced speeds.
And you're gonna be able to give over to the rush
of pure weightlessness.
So this is like the most amazing roller coaster ever.
There's Prestige, of course, you're gonna
rank among the first people to venture into the heavens.
You're gonna actually be an astronaut
and you're gonna be able to treat yourself to an event
that wasn't even an option for your parents.
So this is brand new stuff.
Then finally, of course, there's the issue of Safety.
We have a state-of-the-art, thoroughly tested fleet.
And these things are being serviced constantly, of course.
So we are making the tacit promise
that we're gonna bring you back home better
than you left it, and so in other words,
these brand objectives amount to marching orders.
We've gotta create a logo that communicates
Magic, Excitement, Prestige, and Safety and
we're gonna begin on that very journey in the next movie.