The Chicago Air/Water Show 2024 | Spring 2024 | 6 weeks | Individual
Brand Identity, Strategy
Motion Graphics, Variable Type Technology
One August weekend on the Chicago shoreline. Free for all.
Chicagoans and visitors from afar; plane geeks and the average laymen; young and old; millions attend the Chicago Air and Water Show every year. Free to all, everyone can marvel at the magic being created during the event. A lineup of military and civilian planes and boats perform stunts for the crowd, accompanied by food vendors along the Lake Michigan beach.
Making a brand accessible through custom variable type.
The new identity system is built upon single linear units reminiscent of flight paths, that come together to form entire wavelengths in motion. The scalable diamond unit has infinite possibilities when it comes to making patterns. Translating the logo into a variable mark - AirWater Variable - makes for simple client handoff, empowering them to easily utilize the asset in many ways, that can be extended into even more shapes and patterns in the future.
Natural forces at play.
Major conceptual principles behind the system involves the merging of ‘Air’ and ‘Water’ into a cohesive mark that does not visually separate between the two. Inherent motion in air disturbance and water ripples have similar behaviors, and the blending of blues along the horizon makes more of a gradient rather than a hard line between the elements. With the new variable identity comes a change in the stylization of the event’s name. The slash in the Chicago Air and Water logo symbolizes both the connected nature of these two elements as well as forward motion, doing away with plus signs and ampersands.
Spectacular,
Streamlined,
Spirited.
These core principles outline the direction of the system for this family-fun weekend out on the beach. The Air and Water Show is a feat of innovation, engineering, and practice, jammed into a weekend of local vendors and beachy fun. It’s special to have all of these in one place, and is showcased as such through the brand’s copywriting and strategy. A lightheartedness of summer American holidays, such as Memorial Day or the Fourth of July, is translated into this event through fun quips and bright color palettes, while still reflecting the vigor, strength, and speed of these amazing machines.
Branding to last.
Collateral for this event can be extended into vendor tent graphics, beach towels, and other summer-themed items that use bold patterns to distinguish itself from the crowded Chicago cityscape. The identity’s scalable kinetics are perfect for interstitials, social media, and more.
© Amber Li | Last updated Feb 2025Back to top ↑