I won’t even begin to act like I know how the air starters work. I know the images seem complicated and I’m no engineer, but after talking through the project that may be a good thing. There isn’t anyone alive who could explain exactly how the process works in a logo. Thank goodness logos don’t have to be literal. Many people try to make them that way, but to create a simple memorable mark always is best and that’s what I sought out to do.

For this project, I broke down some components from engines and starters alike. The fan is an interesting component visually to me and with some evolution, I used the shape to morph into a bird which just makes sense with the name :).

The final logo was coupled with a crest-like shape and I liked having the mark placed in the upper corner of the text like it was about to take off. My suggestion for identity materials and branding going forward is to use a red foil stamp, where appropriate, with a flat black backdrop.