Tarmac

The Challenge

We were tasked with building the Tarmac brand from a blank canvas. With nothing more than a few ideas, we worked closely with the Tarmac team to flesh out ideas, brainstorm concepts and understand the most important values to convey through the brand. 

The Process

We began by intaking all ideas and concepts and conducting a brand interview to make sure we were able to hit on all the must have brand attributes. 

We started with a few concepts, collected feedback and narrowed down our execution until we had one really strong concept. From there we went through a few iteration cycles to make any necessary refinements.

Once we were able to come up with a core concept, we further developed the brand, including a comprehensive brand guide and scalable product hierarchy.

Once the foundational piece was put in place we went to work on building Tarmac’s digital presence across the web and social media by providing all necessary assets, templates and features. 

The Result

Using the tarmac (asphalt) as inspiration we developed a modern logo founded upon tried and true core principles, which is commanding yet calculated and empathetic. 

The logomark is an abstracted arrow sign from a runway. Although it’s simple in execution it says a lot. The logomark is representative of growth, guidance, instruction, process, navigation and advisement.

Inspired by the solid foundation provided by the

asphalt (or tarmac) that makes up an airport runway, the wordmark is constructed using conspicuous upper-case characters from a bold font giving it a strong voice and authoritative presence.

From there, we developed a modern, bold and instructional website for Tarmac to showcase its revenue management consulting brand. Tarmac’s brand features such as its diagonal stripes and secondary blue, yellow and orange colors can be found throughout its executions bringing both uniformity and a recognizable presence.