Creating a soaring brand for AI in aviation
Insight
We were asked to help create a brand for ‘Project Bluebird’, a joint collaboration and research programme between NATS, The Alan Turing Institute and Exeter University. The aim of the project is to explore the use of AI and machine learning in Air Traffic Control. As the project isn’t owned by a particular partner, we needed to created an identity which will support the work but doesn’t focus on any one partner.
Idea
It was agreed that no one wanted a physical bluebird to form part of the design. Instead it was agreed that a unique, dynamic, futuristic logotype with elements that represented AI shadowing and a hint at birds in flight was the way to go. The final mark is forward looking and progressive, has an air of authority, and hints at something developing/evolving.
