New Careers
BRAND IDENTITY | Art Director and Lead Designer | From logo to webdesign
New Careers is the main Career coach at Schiphol airport.
New Careers 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. A new logo, colors, illustration, form language, icons and photography. The brand needed 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 the streak a plane leave when flying. The font has an e turning 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 red and yellow bring in warmth, where the blue radiates stability and trustworthyness.
