Airport Staff
Airport Staff supplies skilled personnel to airports. We redrew the brand, gave it the claim ‘Auftrieb für Ihr Geschäft’ (lift for your business) and built a system that holds its altitude from business card to presentation. Closely related to its sister company young promotion, and still entirely itself.
- Services
- Wordmark and symbol
- Claim
- Corporate identity manual
- Stationery
- Company brochure
- Presentation template
- Year
- 2015
- Online
- airport-staff.com
Airport Staff, based in Königsdorf near Cologne, knows only one territory: the airport. Anyone who needs people there, whether airline, operator, catering or retail, finds them here, at home and abroad.
In this business, first impressions count, with clients and applicants alike. So the brand should make that impression on every sheet, including the ones put together in a hurry in the office.
The ring of the old logo becomes a line that rises between the A and the i, and the dot on the i becomes a head: a person setting off, right in the middle of the name. The lettering stands as upright as you would expect of good staff.
- 01 / 06The starting point. A heavy, strongly slanted typeface, plus a ring cutting through the A and the i. Plenty of swing, not much footing.
- 02 / 06Slimmer, more upright, more precise. The lettering straightens up: a 9.5° slant instead of 12.0°, slimmer and narrower too. Less bulk, more competence.
- 03 / 06Circling turns into take-off. The ring opens into a line. It starts in the A, gathers speed across the gap and climbs into the stem of the i. Above it, a dot. It will matter later.
- 04 / 06A reminder of the old. Just as the ring once did, the line now cuts through the A, with a joint opening below it. New, but no stranger.
- 05 / 06First taxi, then climb. The line starts flat in the A and arrives steeply at the i. That is exactly how every aircraft leaves the runway.
- 06 / 06A person on the move. Fade out the letters and the line and dot remain: a figure taking off. At Airport Staff, the people are the product. Now they are in the logo too.
One green, always the same. On the card, in the brochure, in every presentation, until you recognise Airport Staff without the logo. Two supporting colours join in, but the lead role is taken.
The graphic element takes the rising line from the mark out onto the page: bands that cross like runways. They sit in exactly the same spot on every cover, and every cover looks ready for departure.
- 01 / 05Take-off and landing. One edge rises, the other falls. Two movements everyone knows from the airport, in a single shape.
- 02 / 05Depth from transparency. The bands overlap translucently, and where they meet, the in-between shades appear on their own. More depth, without a single extra colour.
- 03 / 05Anchored to the point. The top corner sits exactly one third of the way down the page. That is why every cover looks equally good, whoever lays it out.
- 04 / 05A cover in three zones. Claim and logo at the top, the bands in the middle, the photo below. The order is set before the first picture is chosen.
- 05 / 05The back cover lands. On the back, the bands sink to the bottom edge. The brochure ends where every good flight ends: safely on the ground.
From A6 to A3, a single grid carries every format, and the logo sets the head of the page. Anyone laying out a new page never has to decide what has already been decided.
- 01 / 04Six columns carry everything. Top margin, outer margin and columns are fixed, in the same proportion on every format. Measurements nobody ever has to set again.
- 02 / 04The logo knows where to go. Top right in the top margin, exactly two columns and one gap wide. A window seat, permanently booked, on every sheet.
- 03 / 04Grows along, stays the same. From A5 to A3, the top margin grows in the same proportion as the formats. Every size looks like the next, just bigger.
- 04 / 04Consistent in small formats too. DL and A6 make do with four columns, and the logo stays two columns wide. From flyer to poster, the same move every time.
Airport Staff and young promotion are sisters. They share software, templates and plenty of promotional material. What they do not share is a face.
So two distinct brands stand on a shared foundation: the same grid, the same typeface, the same rules. You see the family at once and still never mix them up.
- 01 / 04One foundation for both. Both manuals share the same formats. Laid on top of each other, their drawings differ by 0.23 pt, less than the weight of a line.
- 02 / 04Same place, own size. Both logos sit top right in the top margin, each at its own width. They share templates and software, and neither has to make room for the other.
- 03 / 04Same rule, own movement. On both covers, the graphic element sits one third of the way down. Here flat bands cross, there steep planes lie. Siblings, after all: same upbringing, own character.
- 04 / 04Own colour, own mark. Line and dot here, a sun with eight rays there, each in its own colour. The typeface they share, from small print to headline.
Letterhead and business card pick up the bands along the bottom edge. The claim sits on the front of the card, so the promise travels in every wallet.
We wrote the line on the cover. It says in words what the bands show.
Inside, five core competencies in German and English, plus a map of young promotion’s network across Europe.
Planning something similar? info@vertikahl.com