Potential logos revealed for rebranded Hollywood Burbank Airport
Hollywood Burbank Airport officials continued their quest to rebrand the airfield and started looking at some preliminary drafts of logos to accompany its new name.
South Pasadena branding firm Anyone Collective presented five potential logos to the operations and development committee of the Burbank-Glendale-Pasadena Airport Authority on Monday.
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Though committee members reviewed the five possible logos presented that day, authority staff members have said the logo selection process is in the preliminary stage and that Anyone Collective would be coming back to the committee with modifications to the logos and possibly a new batch to be reviewed.
Each of the logos tried to incorporate the letters H and B as elements related to the Burbank-Hollywood region, Lockheed or the airport.
The first possible logo presented was based on two searchlights — reminiscent of those used in the 1940s during movie premieres — crossing each other’s paths and making an X shape. The image of the lights were modified to resemble, to some degree, the letters H and B. The shape of the logo also resembles abstract images of two F-117 stealth bombers — the last aircraft made by Lockheed at the airfield — overlapping one another.
The next logo incorporates the image of a 727 aircraft. The negative space of the letters H and B were used to create the image. An alternative image was presented to committee members that replaced the 727 silhouette with the image that loosely resembles an F-117.
The logo that received the least amount of support was one that incorporated the layout of the Hollywood Burbank Airport’s two runways into the letters H and B.
The final logo presented blended together the airport’s 1930s spreadeagle wings logo with the H and B letters.
Michael Fiore, co-founder of Anyone Collective, said that Monday’s meeting was positive and that he and his staff received lots of good feedback from committee members. Though some logos were bigger hits than others, he recognized that there is still plenty of work to be done.
“This is the beginning of the collaboration process right now,” he said.
Fiore said the presentation was lengthy because he wanted to thoroughly explain how each logo came to fruition and show the committee members how each of them would look in a real-world setting. He added that he did not nor would he anticipate any client to make a decision for a logo during their first meeting.
“It’s not very often that you roll out a set a logos for a rebrand and have them say that it’s perfect,” he said. “It’s a process … We will continue to work to get to the perfect identity.”
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Anthony Clark Carpio, anthonyclark.carpio@latimes.com
Twitter: @acocarpio
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