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Standard Armament Inc.

Started in 1950, Standard Armament Inc. (SAI) specializes in military grade Ammunition Feed Chutes, Composite Chutes, Adapters, and Ammo Boxes. SAI was chosen to supply ammo chutes for the Bradley fighting vehicle in 1980 and the world renowned Boeing AH-64 Apache helicopter in 1990. Current applications for the ammunition chutes can be seen on various remote-controlled military vehicles and systems. To this day, Standard Armament Inc. remains a family owned and operated company located in Glendale, California. 

SERVICE

Logo Design (Product)

CLIENT

Manufacturing / Military

YEAR

2018

SAI - Page Top
Stephen Delgado Design Graphic Design Visual Identity Design Branding Design Marketing Design Print Design Product Design UI Design UX Design Art Corporate Advertising Design Digital Design Print Design Packaging Design Freelance Independent Design Stephen Delgado
Stephen Delgado Design Graphic Design Visual Identity Design Branding Design Marketing Design Print Design Product Design UI Design UX Design Art Corporate Advertising Design Digital Design Print Design Packaging Design Freelance Independent Design Stephen Delgado

Military Spec Plastics

My task was to build them a product logotype and logomark to represent “PLASTEX," their new plastic flexible ammunition chutes. The direction for the mark was simple; Create the logo for the plastic adaptation of SAI’s 301 stainless steel ammunition chutes, dubbed PLASTEX, standing for “flexible plastic.” These plastic pieces are less expensive than stainless steel with all of the same strength as the metal iteration. The PLASTEX chute offers more flexibility too, and the material can be bent easier with the shedding of weight.

Form Flexibility

The logotype for PLASTEX takes a bold approach. Simple alterations were made to each letter so that the flow of each is seamless, like the ammunition that travels through the chutes. Each letter shares a uniform thickness throughout and can consistently be branded to each ammunition feed at super small sizes.

Stephen Delgado Design Graphic Design Visual Identity Design Branding Design Marketing Design Print Design Product Design UI Design UX Design Art Corporate Advertising Design Digital Design Print Design Packaging Design Freelance Independent Design Stephen Delgado

Wordmark Concepts

Fine Tuning

In total, there were five alterations made before landing at a final logotype. As mentioned before, the same flow idea carries through, with small cuts to the bottom of the “L” and to both sides of the top of the “T”. Linkage and connectivity were consistently the overall focus for the client. Corner curvature was added throughout to increase the flexibility of each letter.

Stephen Delgado Design Graphic Design Visual Identity Design Branding Design Marketing Design Print Design Product Design UI Design UX Design Art Corporate Advertising Design Digital Design Print Design Packaging Design Freelance Independent Design Stephen Delgado

Logotype Process

The Bend Factor

The initial process for the logomark was to play off of the “P”, possibly creating a bent appearance resembling the plastic chute. Client feedback saw the direction change to an “X” for the logomark. Concepts were developed using the “X” as the main mark.

Stephen Delgado Design Graphic Design Visual Identity Design Branding Design Marketing Design Print Design Product Design UI Design UX Design Art Corporate Advertising Design Digital Design Print Design Packaging Design Freelance Independent Design Stephen Delgado

Icon Concepts

Stephen Delgado Design Graphic Design Visual Identity Design Branding Design Marketing Design Print Design Product Design UI Design UX Design Art Corporate Advertising Design Digital Design Print Design Packaging Design Freelance Independent Design Stephen Delgado

A Familiar Mark

The final logomark, taken directly and intentionally from the logotype, is seen as a stylized snapshot into one of the ammunition feeds intertwining with itself. The bend from the chute is felt in the “X” and was the main reason why the client chose the “X” letter instead of the “P” focus. For iterations of the combined logo, the “X” is placed on its side, to better communicate the bend and distinguish itself from the logotype use.

Stephen Delgado Design Graphic Design Visual Identity Design Branding Design Marketing Design Print Design Product Design UI Design UX Design Art Corporate Advertising Design Digital Design Print Design Packaging Design Freelance Independent Design Stephen Delgado

Final Marks

Four marks were created for the final deliveries. The final combination logo consisting of the logotype and logomark, a mark to be used in general branding that includes an identifier, an additional combination logo for vertical usage, and a styled logo for non-traditional usage. The client was satisfied with the final results and immediately began incorporating the marks into their product.

Client Use

SAI prepared the below video at their Eurosatury showcase in Paris. Eurosatory, the international land and airland Defence and Security exhibition, takes place every two years in order to gather the whole offer and demand of the domains. The video played on repeat at the main entrance of their show booth.

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