PB 1 KI HYUN AHN SUM 2015 / ART CENTER COLLEGE OF DESIGN 2 3 Ki Hyun Ahn Summer 2015 Published in 2015 by Ki Hyun Ahn 1 2 8748 / Wyngate Street Los Angeles / California / USA tel / +(626)818-6471 [email protected] Art Center College of Design 1700 Lida Street Pasadena / California / USA Instructed by Martin Smith Copyright © 2015 Ki Hyun Ahn All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior written permission of the publisher. Typeface : Akkurat Photographer : Ki Hyun Ahn Printed on : Paper Source 250 Text Weight Bound By : Pasadena Image 4 5 CONTENTS 06 18 22 Introduction Design Brief Research 08 20 24 About ICON Aircraft Brief & Objective Market Study 12 26 About LSA Bench Marking 14 About A5 28 52 72 Race Event Product Development Presentation 30 54 74 Why Racing Design Guide Paint Scheme 32 56 76 Target Audience Concept Final Poster 34 58 78 Concept Ideation Presentation Photo 38 62 Brand Key Attributes Development 40 64 Logo Development Package Drawing 46 66 Style Guide Modeling 48 Application 50 Event Plan 6 7 INTRODUCTION About Icon Aircraft About Light Sport Aviation About A5 8 9 ICON Aircraft’s sole purpose is to bring the freedom, fun, and adventure of flying to all. The FAA’s dramatic 2004 regulation changes that created the Light Sport Aircraft category have redefined the possibilities for aviation and allowed ICON to “reinvent flying” by focusing on the consumer experience. ICON’s intent is to democratize aviation the same way that great brands like Apple, BMW, Ducati, or Oakley democratize their products: by fusing outstanding engineering with world-class consumer product design. The end goal is to create products that not only deliver great functional benefit but also deeply inspire us on an emotional level. / about ICON Aircraft Introduction 10 11 ICON Aircraft was founded in response to the 2004 Federal Aviation Administration establishment of the light-sport aircraft (LSA) class of aircraft and Sport Pilot certificate class of pilot. Kirk Hawkins and Steen Strand founded the company in 2006. Hawkins had Area of Focus : Aviation previously flown F-16s in the United States Air Force and Boeing 757s for American Airlines. Type : Private Strand’s background is in product design, marketing, and finance, and he founded Freebord, a skateboard company. The two met at Stanford University in a Product Design class in 1993. Founded : 2006 Founders : Kirk Hawkins, Steen Strand A proof of concept aircraft was built in 2007-2008, and made its first flight in July 2008. The company publicly launched the A5 in Los Angeles at a private event on June 11, 2008. Headquarters : Vacaville, California ICON has also acknowledged the possibility of releasing additional models in the future, but maintains that it will focus on the light-sport aircraft market. Kirk and Steen met at Federal Aviation Administration ICON Aircraft proof of concept expect first Standford University established the LSA category was founded aircraft was built customer delivery 1993 2004 2006 2008 2015 / about ICON Aircraft Introduction 12 13 LIGHT SPORT AIRCRAFT RULE A light-sport aircraft, also known as light sport aircraft or LSA, is a small The Light Sport Aircraft Rule: The FAA defines a light sport aircraft as an aircraft that is simple to fly and that meets certain regulations set by a aircraft, other than a helicopter or Powered-Lift that, since its original national aviation authority restricting weight and performance. certification, has continued to meet the following: Max. Gross Takeoff Weight: 1,320 lbs or 1,430 lbs for seaplanes Max. Stall Speed: 51 mph / 45 knots CAS Max. Speed in Level Flight:138 mph / 120 knots CAS Seats: Two (max.) Engines / Motors: One (max. if powered.) Propeller: Fixed-pitch or ground adjustable Cabin: Unpressurized Landing Gear: Fixed (except for seaplanes and gliders) Fixed-pitch, semi-rigid, teetering, two-blade rotor system, if a gyroplane. / about LSA Introduction 14 15 ICON Aircraft’s first model is the ICON A5, an amphibious two-seat, light-sport aircraft to be priced at approximately $189,000. Its folding wings facilitate transportation and storage, and it will have a range of approximately 300 nautical miles (560 km) and a top speed of 105 knots. The company has assigned nearly 1400 production positions as of August 2014 and anticipates the first customer delivery will occur in May 2015. On July 28, 2014, ICON Aircraft unveiled the first production ICON A5 built with production tooling and using production methods and components. This aircraft successfully completed its first flight July 7, 2014. / about A5 Introduction 16 17 changed the way airplane uses AIR / LAND / WATER KEY FEATURES foldable wings retractable landing gear spin-resistant airframe complete air parachute angle of attack gauge planing wingtips high visibility canopy removable side windows gps moving map / about A5 Introduction w 18 19 DESIGN BRIEF Design Brief Design Objective 20 21 DESIGN BRIEF design an approachable racing airplane and race event for Icon Aircraft DESIGN OBJECTIVE Inherit the Icon design DNA and suggest the future visual language attention to detail, surface treatment, fast and aggressive yet sophisticated look Propose a potential concept airplane for future product category high wing to low wing proportion, beginner to expert, fun and relaxing to thrilling and exciting Build a race event that promotes the brand and products to the Icon community and public social gathering and educational event for A5 owners and aviation community / brief & objective / brief Design Brief w 22 23 RESEARCH Market Study Bench Marking Products w 24 25 AVIATION MARKET 1.2M ICON Aircraft followers 599,086 active pilots in the United States(by 2015) Massive culture of following aviation racing/event U.S GENERAL AVIATION FLIGHT ACTIVITY business jet experiment + light 3,418 hr 1,181 hr personal 268 personal 268 business 319 business 57 corporate 1,697 corporate 0 / market Study / market Research 26 27 BENCH MARKING PRODUCT EDGE 540: ZIVKO AERONAUTICS, USA Precise and controllable yet aggressive Length : 6.3m Wingspan : 7.44m Top Speed : 425.97kph Redbull Air Race The Red Bull Air Race, established in 2003 and created by Red Bull GmbH, MXS-R is an international series of air races in which competitors have to navigate aerodynamic efficiency, graceful, flowing lines a challenging obstacle course in the fastest time. Pilots fly individually against the clock and have to complete tight turns through a slalom course Length : 6.51m consisting of pylons, known as “Air Gates”. Wingspan : 7.32m Top Speed : 425.97kph The races are held mainly over water near cities, but are also held at airfields or natural wonders. They are accompanied by a supporting program of show flights. Races are usually flown on weekends with the first day for qualification then knockout finals the day after. The events attract large crowds and are broadcast, both live and taped, in many nations. CORVUS RACER 540 chromemolybdenum tube, high strength composite parts Length : 6.57m Wingspan : 7.4m Top Speed : 444kph / bench marking / bench Research w 28 29 RACE EVENT Why Racing Target Audience Branding Event Plan 30 31 WHY RACING Opportunity to expose the brand to the market Concentration of design, engineering and technology Thousands of people still want to fly. Channel to build the customer relationship Children still look at airplanes with wonder. Adults still dream of taking the controls and Trial for future product development rising above the earth. People of all ages still feel a connection to machine and sky. / why racing / why Race Event w 32 33 TARGET AUDIENCE A5 owners : participant in race Potential customer : invited to private event and training ICON fans & Aviation Population : be main audience / target audience / target Race Event 34 35 The sole purpose of ICON RACE is to fuse community, technology and excitement of flying together. FLY TOGETHER / concept Race Event 36 37 ICON RACE is promotional race event for Host by A5 owners and community around ICON . The race is held in Lake Tahoe, Sierra Nevada of the United States. / concept Race Event 38 39 BRAND KEY ATTRIBUTES SOCIAL ENTERTAINING ADVANCED STIMULATING CULTURED TECHNOLOGICAL / brand key attributes key / brand Race Event 40 41 LOGO DEVELOPMENT 1_1 1_2 Initial theme was emphasizing the racing aspect by using simple geometric shapes around the logo type. Black primary color with one accent red color was used. 1_3 1_4 1_5 1_6 1_7 1_8 / logo development / logo Race Event 42 43 LOGO DEVELOPMENT 1_1 1_2 Evolution from the current logo mark and adding flavor of racing by simple stripes. Tried using the negative space to create the contrast from the ICON Aircraft logo. 1_3 1_4 1_5 1_6 1_7 1_8 ICONRACE development / logo Race Event 44 45 FINAL LOGO FINAL LOGO / logo development / logo Race Event 46 47 STYLE GUIDE Color Usage Mark and Type R : 35 R : 147 R : 237 G : 31 G : 149 G : 34 B : 32 B : 152 B : 36 C : 0 C : 0 C : 0 M : 0 M : 0 M : 99 Y : 0 Y : 0 Y : 100 K : 100 K : 50 K : 0 Mark Alone Pantone P 48-8U Typeface ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm Type Alone nopqrstuvwxyz 1234567890 AKKURAT / style guide / style Race Event 48 49 APPLICATION Accesory Bill Board Bus Stop Advertisement Invitation for A5 owners Bus Stop Advertisement / application Race Event 50 51 Stand EVENT PLAN Event Schedule DAY 1 Get to know each other Arriving Introduction Dinner & Cocktail Party Race Map DAY 2 Training & free practice Flight Education Training Racing Seminar Free Practice STAND DAY 3 FINISH Race day Air Show Time Trial START Podium Ceremony After Party / event plan / event 2000ft LAKE TAHOE PUBLIC AIRPORT Race Event w 52 53 PRODUCT DEVELOPMENT Design Guide Concept Ideation Development Package Drawing Modeling 54 55 DESIGN GUIDE Ideal geometric shape/part ratio front & rear wing proportion long and skiny wings short and wide wings Lift LS SW angle of attack straight leading edge forward leading edge Ideal geometric shape/part ratio for aerodynamics rearward leading edge clear separation good pivot point blended transition /aprox.