Albuquerque International Balloon Fiesta
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Brief. Redesign a logo for the brand Albuquerque International Balloon Fiesta.
Deliverables. New logomark, logo + type lockups, guidelines, and brand extensions. |
When redesigning AIBF's brand, I wanted to communicate lighthearted family fun and nod to the event's location in Albuquerque, New Mexico. As the world's largest festival of its kind, the brand needed to stand apart from smaller, average hot air balloon companies and festivals.
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Brainstorm thumbnail sketches. After researching the brand and competitors, I created word lists to guide my brainstorm. These were narrowed to 3 directions: Fiesta, Air, and Cactus.
Fiesta: In the name itself, I created an option that was celebratory and referenced the mosaic art of the region. |
Air: I love the simplicity and energy of a single line. The idea of the swirling line lifting up the balloon could easily lend itself to animation.
Cactus: The festival is known for special-shaped balloon competitions, so this idea works in a desert cactus into the shape of a balloon. |
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Refinements. Two directions were refined digitally, and narrowed down to the final Cactus design. I created vectors of multiple options and printed them at large and small sizes to analyze their legibility. After touching up the shapes, I explored southwestern colors and textures.
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Typography. For the logotype, I sought out bold, rounded letterforms to be paired with a low cap-height serif to communicate a friendly tone that echoed elements of the logo itself.
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