AERIAL ANGEL

The design process for Aerial Angel began with research into Victorian era design. I studied the typography, color palettes, and visual motifs of the time and used my research to create a moodboard that would guide the visual direction of the brand.

I then created thirty rough logo sketches, keeping the bold typography and decorative flourishes from my moodboard in mind. I knew I wanted the text to follow an upward diagonal line or curve, with flourishes inspired by flight to represent the way Aerial Angel soars through the sky.

After selecting my favorite rough drafts, I experimented with them further digitally, exploring different fonts, colors, effects, flourishes, and compositions. The final logo features two decorative A’s that intertwine with one another, similar to the way an aerial acrobat’s body intertwines with an aerial ring. I also incorporated birds into the flourishes to create more visual movement and reinforce the idea of flight in aerial performance.

Finally, I moved on to creating the marketing materials. I chose three additional fonts to use for headers, subheaders, and body copy across the posters and advertisements. Text heavy posters with a mix of decorative headers were common in Victorian era design, so I wanted the typography to reflect that style. I used thin dividing lines and larger text in the more decorative fonts to create headers and break up the text so that the text hierarchy is clear and the information is legible.