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Our team pitched concepts for Delphi's technology spin-off company. It was a busy season in the office, and my design director had to pass her idea that Delphi was interested in, over to me to take further. They liked how the direction felt, but wanted the mark to have more gravitas.
The initial idea expressed the mobility in the gesture of letters being drawn, I was searching for a more direct expression that connected a viewer to the idea of movement quicker. This would allow me to focus any visual distinction around a simpler, faster read, and make the mark stand out more.
Original mark: motion expressed through the gesture of drawing letters
1st iteration: trying to keep the original idea while giving it a stronger graphic representation
Final iteration of mark
System idea: Aptiv is the channel to the future of mobility
Movement created by the channel exploited in print
The channel can act as an indication of moving forward
This direction was ultimately not chosen for the final identity for Aptiv, instead they went for a more sophisticated system centered around the story of connecting point A, to point B. I was happy with the result of this direction all the same, and proud of what it became.
Credits
Creative team: Wally Krantz, Beca Lee, & me