BRAND DEVELOPMENT Identity Design + Brand Guidelines

Use the Force, Jim.

In anticipation of launching a full-service film production house, Director James Kerr asked BCD to develop a brand identity with Star Wars as inspiration.

Bay94 references Docking Bay 94, a Mos Eisley spaceport that was used by Han Solo during his visit to Tatooine. Though the name is derived from Star Wars, no direct reference to the epic sci-fi franchise was put to work in the final logo solution.

Design Director: Brian Collins

Primary Logo

The Bay94 logo unifies Bay and 94 through a clever use of a raised teardrop serif, serving as the final flourish of ‘Bay’ and an apostrophe leading into ’94.‘ Fat, stenciled serif type, and a careful baseline shift of the numerals finishes this highly legible mark.

Caslon Graphique published by URW++ is the foundation for the Bay94 Logo

Secondary Logo

Replacing the numerals for a spelled-out ‘Ninety Four,’ the secondary Bay94 logo option is ideal for applications where a wide orientation is preferred.

Stenciling is applied to ‘Ninety Four’ with the apostrophe device duplicated.

Color Palette

Color, an important component in maintaining the Bay94 brand, uses a flexible color palette underlying a system that offers a variety of coordinating color combinations.

Apostrophe Device

The key character of the Bay94 logo is found in the apostrophe linking Bay and 94. This glyph can be isolated and used as an embellishment for things such as pull quotes, patterned wallpapers, and an on-brand Yin & Yang symbol.

George, should we cut film? I hit my head on the door. No? Really? Okay.

Typography

Roboto, designed by Christian Robertson, features geometric forms built upon a mechanical skeleton with friendly and open curves aligning with modern Neo-Grotesques. Roboto is an open source family available in regular and condensed widths and can be downloaded at the following links:

Download Roboto Download Roboto Condensed

Bay94 Retro Projector Man Looking at Film