i-Jet lab Rebranding
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 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 and future endeavors.
Team Members
Ian H., Crystal C., Maddy L. with assistance from Troy Coleman (Director), Paul Siebert (Industrial Design Director/Original Logo Creator)
Old i-Jet Lab Logo
Research Process
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?)
Serves technical community in Brunswick (prime leaders of technology council, PDNE); innovative solutions to current techn in core products; find innovation, emerging technologies, analytics
Office of CTO
Executives (Marketing, Finance, IT, etc)
Students (creatives, makers, etc)
Words Associated with Brand (TOP three)
High tech
Humble
Technical
Design Variation
Feedback
Official Brand Guidelines
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.
