PleinAr Jets is a project in which I created a fictional company and developed its brand through various stages. Inspired by my love of impressionist landscape paintings, I decided on a jet charter company that offers private tours for plein-air artists. You can view the full brand development guide PDF here.
Logo intended for most promotional material. The mark was designed to represent both flying and the tip of a paintbrush.
This is the horizontal version of the log intended for professional documentation.
Typeface Exploration
I decided on the brand to represent something bold but be delicate as well so I was looked at different typefaces of various weights as well as trying to find shapes created by the individual letterforms.
Logotype Skeleton
I decided on using Serenity Demibold because of the lacrimal design of the capital R. In this phase, I was experimenting with tracking and contrasting weight, as well as some early letter form manipulation. I was struggling with deciding on a logotype that was either lightweight or bold as both options can easily apply to the brand.
Further Variations
I played around with changing the letter forms a bit more, trying to find ways to create the impression of either flight or a paint brush. I was particularly focused on the lacrimal of the R. These were more experimental decisions before I settled on the final logo design.
Final Logotype
This is the final logotype of varying scales.
Brand Mockups
