Aerofoam Industries

Aerofoam Industries makes cushions for the airline seating industry, and they wanted to update or redo their logo in advance of a tradeshow just a couple of weeks away. I knew it wouldn’t be enough time to re-do their logo, and made a couple of alignment adjustments to their current logo just so they could get through their crunch.

Fortunately, they were happy with the minor touchups I made while they sat and watched over my shoulder. I should have never agreed to this, but I wanted to help in the 10 minutes or so I was allotted. Unfortunately, they liked it enough that it took off the pressure for re-doing a more thought out logo, despite the fact that my creative side had been mulling it over at first mention. I suppose there is a lesson in there somewhere, because I basically helped them out of urgently needing to re-design their identity, which I really wanted to do.

I had no way to shut off my creative brain from wanting to “solve” this for them, however, so I decided to create a logo anyway, since I liked the direction it was going, and here it is.

My enthusiasm for this mark continued, so I created a basic ID system for it, along with a spec sheet. One of the goals of designing a logo, besides simplicity, elegance, and versatility, is giving it more than one “read.” What I mean by this when you can see more than one meaning in the logo.

Case in point, the old Bank of America logo with the flying bird that could be made out in the joining of the letterforms. I’m not comparing the level of my Aerofoam logo design to the elegance of this Bank of America mark, but mind does have multiple reads, which is one of the goals of most logo designers.

The identity system utilizes screened back airplane blueprints for texture, and a larger watermark of the logotype on all three elements.

I made this image of the business card out-of-scale to the other elements so it would be easier to see for the purposes of this page.

The spec sheet is a bit more fanciful, and in real life a client probably wouldn’t want to “waste” all the space at the top with a repeating logo, despite the pleasing effect.

Oftentimes clients feel an overwhelming urge to fill every last bit of space with text, since they are paying for the printing, after all.

I suppose if I wanted to get really ambitious I’d create an annual report, but it’s time to get back to my paying projects now.