Introduction

i-Jet Lab wanted to evolve their brand to convey where this innovation lab was going. The original logo was very playful and casual. i-Jet used to exist in a small space in a big building now i-Jet Lab is growing steady and expanding their space so the next evolution of this logo has to create a more serious and modernized tone that can convey its growth.

Teammates: Ian H., Crystal C., Maddy L. with consulting help fromTroy Kollman (Director), Paul Siebert (Industrial Design Director/Original Logo creator)

This section is a simplified process of how i-Jet Lab’s brand identity was made. Majority of material was already created such as color palette and logo design; we just modified appropriately and added additional materials to help solidify the brand and implemented designs on merchandise.

Sample of questions that we asked our Director (Troy), as well as Industrial Design Director (Paul) who originally designed the i-Jet Lab logo.

Current brand communications:

Convey a sense of fun, modern thinking, energetic, edgy, different from corporate's logo, playful (using bubble letters, lowercase, rounded), not corporate, very studio space, investigate, explore, hack, hobbyish, playful activities, new start, fresh start, anti-corporate, startup feeling

Who do you want to talk to? (Target audience?)

1. Serves technical community in Brunswick (prime leaders of technology council, PDNE); innovative solutions to current techn in core products; find innovation, emerging technologies, analytics

2. Office of CTO

3. Executives (Marketing, Finance, IT, etc)

4. Students (creatives, makers, etc)

Words Associated with Brand (TOP three)

1. High tech

2. Humble

3. Technical

The final brand guidelines includes mission statement and key words that directed our designs. The Director of Industrial Design had a big say in how the lab was designed before i-Jet officially moved into its offices so our branding guidelines reflected the space we worked in. The colors are based on the walls painted in the lab. Additionally, the logo is proudly displayed on merchandise such as ID cards, lanyards, gift boxes and business cards. We were able to utilize this identity when we went to job fairs, promoted our lab and when we had a i-Jet Lab presentation at Brunswick’s headquarters.