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Interbrand Helps GE and AVIC Joint Venture Soar

Posted by: Amy Edel-Vaughn on January 30, 2013

AVIAGE Systems, looking to position itself as “a global civil avionics leader,” turned to Interbrand to develop a new, cohesive global brand identity for the organization. AVIAGE Systems is a joint venture between GE Aviation and AVIC (Aviation Industry Corporation of China ).

The company was unveiled in Zhuhai, Guandong China and will be headquartered in Shanghai, China with support sites in Grand Rapids, Michigan, USA and Cheltenham, UK. AVIAGE Systems is working with clients on projects such as the COMAC C919, a new narrow-body commercial aircraft being built in China.

AVIAGE Systems

Nate Manning, General Manager of AVIAGE Systems, says of the logo, it conveys a “message of strength and optimism about the future.” The name AVIAGE Systems honors the joint venture between AVIC and GE and the Chinese name, 昂际, means “open to the future of aviation and soaringfreely without boundaries.”

"In approaching the design for AVIAGE Systems, we wanted to honor aviation, a market where design elements frequently celebrate and reinforce tradition, through the visual of the cock-pit,” said Mike Knaggs, Interbrand Creative Director. "At the same time we wanted to push the design further than what is typically seen in designs for brands in this space and convey flexibility and innovation. Through the wings, the logo conveys AVIAGE Systems' openness to customers' changing needs, expressing the business opportunity of open systems.”

“We wanted to create a symbol that would serve as a functional tool in both English and Mandarin and would visually capture the excitement for this unique venture's business opportunities," Knaggs notes.Manning adds, the logo symbolizes, “the improved flight experience and advanced operational environment brought by AVIAGE Systems’ open architecture and integrated avionics solutions.”

AVIAGE Systems

Rubén Galgo of brandemia says of the design, “Hoy nos hacemos eco del nacimiento de un nuevo gigante de la aeronáutica internacional.” (“Today we echo the birth of a new international aerospace giant.”) “Visualmente estamos ante una marca compuesta (símbolo + logotipo) o imagotipo, muy bien diferenciados. Hay gente que también verá en ella dos alas juntas o un avión en vista cenital… es como mirar a las nubes, cada uno ve una cosa diferente,” he adds. (“Visually this is a mark (symbol + logo) or very distinct imagotype. Some people also see in it two wings together or a plane overhead view ... it’s like looking at the clouds, everyone sees something different.”)

He concludes, “Para mi, un buen ejercicio.” (“For me, a good exercise.”)

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