New Careers Rebrand

New Careers is the main career coach at Schiphol airport. The brand is represented by a warm and open woman called Christine Binnendijk. She is the face and the mind behind the health, vitality and careers of the people at Schiphol Airport. A complete rebranding was needed for her to make the next step in her own career. A new logo, colors, illustration, form language, icons and photography. The brand needed to come across as human, knowlegdeable, flexible and decisive.

I designed a logo that relates to airplanes in symbolism, the upper part represent the sky, where the bottom part represents the ground crew, seperate by whitespace, which is a plane leaving the ground.
The e's in the logo turn upwards, in the same angle as the icon, merging the two parts of the logo together. I chose a round form language to make it friendly.

The basic color groups for this brand consist of red, blue and yellow. The actual colors used are a combination or different tones of these colors. The gradient of red and yellow makes the design warm and powerful, this is used in the logo mark and illustrations. I chose a dark blue, because this conveys calm and reliability. Furthermore, a very light variant of red has been added to give a more human appearance and to make the designs a bit softer. The red is a clearly visible call to action. Then I added a purple for small details and accents.