Amber Li
The Chicago Air and Water Show
Spring 2024 | 6 weeks
Individual
brand identity | art direction | Ai Ps Id Ae | Glyphs
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. A lineup of military and civilian planes and boats perform stunts for the crowd, accompanied by food vendors along the Lake Michigan beach.
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 things in one place and should be showcased as such. A lightheartedness of summer American holidays, such as Memorial Day or the Fourth of July, should be translated into this event, while still reflecting the vigor, strength, and speed of these amazing machines.
Generative and Kinetic Pattern Play
The new identity system is built upon single linear units reminiscent of flight paths, that come together form entire wavelengths in motion. The scalable diamond unit has infinite possibilities when it comes to making patterns. This has translated into a scalable variable font that can be extended into even more shapes and patterns in the future.
Some can be done with just simple transformations and reflections of the logo:
Branding to last.
Color, typography, scale, tone of voice and more specifications of the system are outlined in the brief below.