Responses by Phantom
Background: GNP engineering consultants offer services for photogrammetry, laser scanning of buildings and sites, and drone-GPS aerial geospatial photography. Wanting to equally convey its scientific expertise to all engineers, despite their ages and technology knowledge, GNP needed to find a way to simply communicate its experience in traditional geospatial methods and modern surveying technology know-how.
Reasoning: The concept was based on the principle of laser scanning and the laser beam, which deforms as it casts on different surfaces and volumes, recording everything it scans. Custom diecuts, as slits, were introduced to the printed material, with the light coming through and similarly to a laser and “scanning” whatever is positioned behind it. Furthermore, the quadcopter drone used in GPS surveying was also portrayed by a bespoke diecut in two parts on the company brochure, imitating its silhouette in top view. To complete the design, the basic symbols of land surveying were incorporated through the photographic scale, dotted paper, level sign and maps’ crop marks.
Challenges: The challenge was to visualize all of GNP’s technological expertise into the new brand identity. The new functional techniques are a breakthrough for surveyors and engineers, yet it is hard to explain these terms to older professionals. We chose to take a step back and abide by the principles on which they were built upon. Light and levitation, translated into custom diecuts, grid systems and graphical elements, were used in layouts that familiar to all engineers and carried the essence of innovation across all the printed applications.
Anything new: All these professions have a mindset and definition over the work, methods and effect, thus leading to a fixed point of view for many professionals in the engineering field. Trying to expand this mindset and introduce new notions, ideas and technological progress is a difficult task, especially through nonverbal communication. However, GNP took the lead in the field and we carefully set the visual path to move on forwards.