Portfolio Identity UTC Family Identity UTC Family Identity
The Brief:
United Technology Corporation wishes to redesign their logo and the logos of its subsidiary companies. The goal of the project is to unify the various identities into a recognizable family of logos. The subsidiary companies produce products targeted towards specific markets and the logos must reflect the product lines.
The Concept:
Each company's core products were distilled into a primary focus. Sikorsky’s focus is helicopters and the primary item was the rotation of the blades. Otis produces elevators and escalators therefore the focus is on directional movement. Each logo must match the others so the design process started on individual lines that were merged together a various points to ensure consistency. Successful elements from one design where modified and transferred to others.
The Solution:
The solution came about from creating a unified typeface that was used in all of the logos. The letters in the company name are decorated with graphical representations of the company's focus. UTC's logo is three nested letters that reflect it status as a parent corporation with subsidiary companies within it. Sikorsky's S was rotated to look like helicopter blades. The HS in Hamilton Sundstrand is broken apart into modular components that combine to form either letter. Chubb provides security so the C encases the central block as if it were a safe opening.
