Delighting Our Customer Identity System
- ClientBAE Systems
- DateJune 2006
OverivewThis business collateral system was designed around an inter-company award-winning logo for the “Delighting our Customer” initiative. The idea of the logo was to illustrate the concept of employee, and customer satisfaction through positive interaction and talent.
Concept + TypopgraphyTo that end, I created the two stylized human beings making the classic “high-five” gesture, as if they were congratulating each other. Below the swooshes is the name of the initiative, set in the typeface Birth STD. Below that, are the words “employee satisfaction”, “customer satisfaction”, and “recognized brand” set in Myriad.
Color SelectionRed and blue hues were used to symbolize not only the corporate brand, but also our link to our primary customer: the US military. Combined with the white of the collateral system itself, it conjures an image of patriotism.
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