Sta Rebrand

"Don't let

the world

wait"

Imagery

For photography, it was essential that there was a united style that linked the images together. For travel companies you use a lot of stock and inhouse imagery depending on the brief so it was essential to create a united feel so they all work together. This selection is imagery from all over the world but the filter allows them to work as a set, even if

we were to desaturate them.

Photographer Jack Levick

Design direction

Services

Tech21

Client

Year

2021

Brief: To create the core of the rebrand for STA Travel

Logo

Mixing it up

With logo development, I wanted to go down two paths

which was to simplify the current logo and then also create an

icon led logo, below are the final contenders.

#122e4c

#122e4c 80%

#122e4c

Iconography

Retro

Two tone

Spot

Flat

With iconography, it was really important to have a solid style and to understand how far it could be pushed. I looked at shadows, retro patterns and clashing colours to really try and push the personality out.

Illustration style

When working with illustration it's really important to understand the difference between the icon strokes and the drawing strokes. Here I wanted to try and combine styles so even though one is more illustrative there is a connection. Also when illustrating it's a really good opportunity to look at colour combinations. As you start to see how pallets work a bit better.

Looking at fills strokes and colours.

Working with a one colour fill

Seeing how shape backgrounds work. and tones of hues.

Mixing up the colours, working with thicker strokes.

Working with

shapes and colour

For me working with shapes and colour is a brilliant way of looking at your colour pallet once you have decided on your basic colour values.

Shapes can look better when a certain colour and combinations of colours can come to life when you test out shapes.

This is then pushed out when looking and iconography and illustration styles that get used when designing.