Hollywood Burbank Airport officials are asking a South Pasadena branding firm to go back to the drawing board after seeing the newest batch of possible logos for the airfield.

Anyone Collective presented two new designs to the operations and development committee of the Burbank-Glendale-Pasadena Airport Authority during a meeting on Monday. However, the new designs were not a hit with committee members.

The branding firm has been working with the authority for about a year and a half as airport officials transition to rebrand the airfield with a new name and logo. In May, authority members voted to adopt Hollywood Burbank Airport as the new brand name. However, the legal name will remain Bob Hope Airport.

The two new proposed logos follow four logos that were pitched during an operations and development committee meeting last month.

Join the conversation on Facebook >>

The first new concept that Michael Fiore, co-founder of Anyone Collective, presented to the committee on Monday was based off an F-117 stealth bomber — the last aircraft made by Lockheed at the airfield. Sharp lines are used within the shape of the logo to create elements of a searchlight. The branding firm also incorporated three-fifths of a star into the shape to remind people of Hollywood.

“It brings a little bit more of the Hollywood side into things,” Fiore said. “The star is in this negative space. It’s there, but we felt like it didn’t feel cliche by putting a star out there.”

The other new design combines the letters H and B. It looks reminiscent of a lower-case B from far away, but look closely and an abstract form of a lower-case H can be seen.

Fiore showed the committee three other logos that were presented in June. However, some of the members did not think that any of the designs presented, so far, would fit with the airfield.

“Some of those [logos] are nice, but they’re way too abstract,” Burbank Commissioner Don Brown said.

Though Anyone Collective presented two new designs, many of the commissioners gravitated toward the logos that were presented during the June meeting. Pasadena Commissioner Ross Selvidge said that he wanted to see improvements on a design that placed the silhouette of an F-117 on a two-tone crest.

Fiore told the committee members that the logo does not necessarily have to incorporate something relating to the airport or flying. He used Nike and Apple as examples, explaining how their logos have nothing to do with sports or computers, and yet they are recognized and known by millions of people.

“The identity [logo] is the period at the end of a sentence when you’re doing any marketing, communication or branding,” said Stephen Chavez, co-founder of Anyone Collective. “It’s not the sentence itself. So everything does not get included into one big statement as a mark.”

--

Anthony Clark Carpio, anthonyclark.carpio@latimes.com

Twitter: @acocarpio