A Serious Sim
FASST was an interesting and challenging identity project. We were able to name the facility, write a tagline, and create the logo. FASST was an actual building, an old church in fact, that was set up to provide a real-world environment in which police officers and other security personnel could train.
The Positive Side of Negative Spaces
The lines created by the negatives space within the 3 dimensional cross form an upward pointing arrow. The diagonal cut of the letters where they overlap and the slant of the letters themselves further emphasize forward motion in the wordmark and create a sense of speed and action.
Seeing Red
We chose the color red because it’s the color of emergency and alarm, which creates a sense of urgency within the identity.
Two tones of red are used in the logomark, giving it a 3 dimensional feel which connects it to the structural nature of what FASST offers.
The “cross” symbol formed by the intersecting ”walls” of the logomark relates the identity to other entities that respond to emergency situations such as first responders like firefighters, law enforcement officers, paramedics, and emergency medical technicians.
Online Presence
We created a simple one-page website that clearly communicates the core benefit of the facility. And a direct call to action – “SET UP A TOUR”. We wanted visitors to know that when you use FASST, your team will be better equipped to handle the situations that nobody wants to encounter.
On-Person Presence
And we always like to see how the identity would look when applied to different apparel items. For FASST, it made sense to have a hat and tactical backpack.