American Society of Travel Advisors (ASTA): Award Identity Design
summary
overview
Designed the visual identity for the ASTA Globes 2026 Award. The logo was created for use across a formal awards ceremony and supporting materials, with the requirement that it could also be translated into a high-quality three-dimensional asset. The visual direction needed to reflect the weight and credibility associated with established international industry awards.
challenge
The project began with a broad and loosely defined brief. A significant part of the work involved shaping the visual direction through concept development, sketching, and iteration, while aligning with evolving client expectations.
Several major direction changes occurred during the process before a final approach was agreed. This required flexibility, consistent design rationale, and close collaboration to arrive at a solution that balanced originality with familiar award symbolism.
my Role & services
Logo and Symbol Design
Concept Development and Iteration
Visual Refinement
Brand Alignment
Asset Preparation for 3D Use
industry
Travel and Tourism
Professional Associations
Awards and Events
Design Process
step 1: Concept Exploration
Developed multiple early logo directions through sketching and digital drafts to explore form, symbolism, and tone. This phase focused on testing different interpretations of prestige and recognition, allowing space for discussion and directional changes as the client’s expectations became clearer.
step 2: Refinement & Variations
Refined the selected direction through proportion, detail, and balance adjustments. Prepared the final mark for practical use by developing variations, including layouts suitable for digital and print applications and a version designed for three-dimensional execution.
impact & Outcomes
Delivered a clear and recognisable award mark suitable for repeated use across future ceremonies. The final identity provides a stable visual foundation for the ASTA Globes, supporting both two-dimensional applications and three-dimensional production, while aligning with the tone and expectations of a formal industry awards programme.
