To make ESA different from their competitors, like NASA, CNES and JAXA, Tata＆Friends didn’t choose to use any circles to suggest stars or uneven width profiles to suggest orbits. Their inspiration was from launching rockets. They keep the type in lowercase which is different from other competitors. Also lower case “esa” are rounder than capital letters “ESA,” which invokes the feelings of space travel.
They took a half of rocket and combined it with a part of the “a.” They combined the idea of displaying their idea of “union makes force.” If you take look at the ads they did for ESA, they are also very nice. The gradient of colors are not only beautiful, but suggests the mysteries of the universe. Overall, it’s a very nice rebranding project.0