Colt by Astra Sodarsono

ASSIGNMENT
The assignment was to create a new identity for a defunct or dying brand. We were asked to develop visual standards for the new identity as well. Final delivery is a book.

SCHOOL
Academy of Art University
San Francisco, CA

COURSE
Nature of Identity

INSTRUCTOR
Hunter Wimmer

Approach

The Colt brand is associated with the taming of the Wild West and revolutionizing Nineteenth Century manufacturing. The name conjures up images of power, courage and innovation. However, in recent times, the Colt brand has lost its relevancy, and their products have simply become imitations of older models and far from innovative.

Colt’s new identity is inspired by the life of Sam Colt, the founder of Colt. During my research, I discovered that Sam Colt was not actually the one who invented the revolver. He simply perfected it and made it known throughout the world. I also discovered that Sam Colt was one of the wealthiest and most influential men of his era. He lived his life to the fullest and would not take no for an answer. Sam Colt was a real man. This discovery changed the way I approached the brand. Perhaps, you did not need to have a gun in your hand to feel powerful because if someone were to take the gun away from you, you’d feel rather powerless; thus, Colt is leaving the firearms industry behind. Colt’s new mission is to instill power, courage and innovation from within and transform you into a real man, like Sam Colt.

I wanted to communicate power, elegance and innovation, while giving tribute to Colt’s 180-plus years of history. The selection of the black letter as a typographical solution came naturally as I intended to give homage to the Colt’s name English origins. My biggest challenge was to integrate the symbol and the logotype. I spent weeks sketching different possibilities and trying different solutions. At some point I was ready to scrap the symbol; however, with the help of my instructor and student peers, I was able to come upon a solution that we thought was a well-integrated mark that embodied the spirit of Sam Colt.

Sketches and Process

Solution