02 T HE V ISU A L DE V E L OP ME N T GUIDE
02 T HE V ISU A L DE V E L OP ME N T GUIDE
Contents IDENTITY RESEARCH 10 IDENTITY HISTORY 12 NEW DIRECTION
THE LOGO DEVELOPMENT 16 INITIAL SKETCHES 22 REFINEMENTS 26 DIGITAL REFINEMENTS 32 FINAL LOGO 34 LOGO INSPIR ATIONS 36 BR AND INSPIR ATIONS In Book 1, The Visual Strategy Guide, a brand strategy was built for the Tonka brand. The mission statement and keywords included in it will serve to guide the visual development of this rebranding. In this book, we'll demonstrate the identity development process of the New Tonka from initial ideation to final form.
01
“A brand is the set memories, stories that, taken togeth consumer’s decisio product or service
t of expectations, s and relationships her, account for a on to choose one e over another.” —Seth Godin IDENTITY HISTORY NEW DIRECTION
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TONKA
IDENTITY HISTORY
Identity History “Their durability encouraged a certain kind of play that got kids moving, got them thinking, got them rearranging piles of sand, mud and all kinds of things.” —Patricia Hogan
What the brand does: Tonka is an American producer of toy trucks, which was known for making steel toy models of construction type trucks and machinery. Who they do it for: Kids. Why they do it: Utilize their durability to get kids moving, thinking, rearranging things, and enlighten them about the career path in real life. Tonka Corporation began as a small metal manufacturing company located in an old school house in Mound, Minnesota. Its three founders, Lynn Baker, Avery Crouse, and Alvin Tesch, started the company in 1946. Mound Metalcraft, as the company was at first called, specialized in manufacturing tie racks and garden tools. But the company manufactured toy trucks as well, apparently as a sideline, and the three founders began exhibiting them at the New York Toy Fair as early as 1947. These Tonka brand trucks quickly became its preeminent product, and the company changed its name to Tonka Toys in 1955. The name Tonka came from Lake Minnetonka, which the first manufacturing facility overlooked. The company's Tonka Trucks were made of heavy, automobile-gauge steel and were extremely realistic and durable; they caught on quickly among postwar baby boom parents. In 1965, Tonka produced their most infamous piece of road gear: The Mighty Dump Truck. This toy was big enough for a kid to ride in, but even larger than its size was its volume of sales and durability in the market. The Mighty Dump Truck became Tonka's largest seller all the way up to the end of the century. The future really looked bright and for the next 25 years or so, Tonka Toys continued to grow. The road was not always smooth. There were a few bumps along the way; management changes, recessions and the like. But Tonka Toys persevered. In 1991, Tonka Toys was purchased by Hasbro Incorporated. In 1998, steel truck manufacturing moved completely out of the United States to locations in mainland China. The once mighty Tonka brand has been diluted with plastic trucks with funky faces, secured in bubble packs and hung on a hook at toy retailers across the U.S.A.
IDENTITY HISTORY
Before moving forward to our new logo, we had a chance to take a look at the evolution of the logo from past to present. We will demonstrate our concept for new logo at the following chapter.
1962-1969
1974-1975
Present
TONKA
1970-1973
1976-1977
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NEW DIRECTION
New Direction
NEW DIRECTION
TONKA
Our mission is to foster tough, playful and wild imaginations.
Before starting to sketch the new logo, we evolved our three key words into key phrases that guide the visual concept of our brand logo. We began to explore new logos in three categories—symbolic marks, graphic marks, and wordmarks based on our three keywords.
Indestructible "No one can defeat me."
Imaginative "Be anything I want."
Wild "Gettin’ dirty."
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02
The countless logo the soul of Tonka— brand concepts, “t describe the qualit to describe the ex is used to describe spawn imaginative
o sketches reflect —toughness. In our tough” is used to ty, “playful” is used xperience and “wild” e the form, and those e results. INITIAL SKETCHES REFINEMENTS DIGITAL REFINEMENTS FINAL LOGO LOGO INSPIRATIONS BRAND INSPIRATIONS
Initial Initial Sketches Sketches Camp 1: Indestructible
In this camp, we are inspired by strong animals, hard shields and sharp objects. They are the representatives of the keyword—indestructible, and they all have the potential to be explored further.
Initial Sketches Camp 2: Imaginative
TONKA
In this camp, a number of round objects and flexible animals are the representatives of the keyword— imaginative. Among them, gear can effectively express the imaginative feeling while maintaining the concept of “toughness”.
Initial Sketches Camp 3: Wild
This camp focuses on the wild nature. The wild animals and camp props are the inspirations, we use some organic graphics to express the wild feeling. The concept of the flame has the potential to be combined with "toughness" for the next exploration.
Refinement Initial Sketches Sketches Camp: Toughness
TONKA
The refinements narrow the exploration categories down to the “contained T with shield”, gear and flame. The initial letter of Tonka can be combined with those elements to create some interests for the brand based on the core concept of “toughness”, and they also indicate the potential directions of the future brand expansions.
Now it's time to turn these logos into digital versions. In this case, the option of shield is always the strongest idea. In addition, the concept of gear is relatively unique, and we can judge its applicability by experimenting with more forms and making slightly adjustments in the next exploration.
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DIGITAL REFINEMENTS
Digital Refinements Symbols
In this round of exploration, we used Adobe Illustrator to refine the potential logos we talked above, creating precise angles and shapes for them.
DIGITAL REFINEMENTS
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TONKA
DIGITAL REFINEMENTS
Symbols+Wordmarks
Here we tried to combine the above logo explorations with similar styles of wordmarks.
DIGITAL REFINEMENTS
TONKA
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TONKA
DIGITAL REFINEMENTS
Symbols+Wordmarks At this stage, we have selected several logos with strong representativeness and conducted a permutation experiment with symbols and wordmarks to find the best combination. The explorations and applications of colors are also shown here.
DIGITAL REFINEMENTS
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FINAL LOGO
Final Logo Based on the mission statement and keywords, Tonka’s final logo is consists of symbol and wordmark. In the logo, the brand’s initial letter T and the graphic elements are combined to create a solid and sharp shape of the shield, they convey the soul of Tonka—toughness. The workmark is created based on the symbol, they have the same composition, which maintains the consistency and reflects a playful feeling. The overall color selections are bright and bold, which expresses the imaginative, energetic and wild impression.
T
+
+
FINAL LOGO
TONKA
Symbol Signature
Wordmark
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LOGO INSPIRATIONS
Logo Inspirations The logo sketches for the new brand is based on the key phrases mentioned, the letter T, and the symbolism of shields, gears and fire. By observation, the following existing company logos contain the features mentioned above. The main similarity between these and Tonka's logo sketches is that they both express Indestructible, imaginative, and wild feelings symbolically and graphically.
California State University, Stanislaus is a public university
Gerber Legendary Blades is a maker of consumer knives,
Harley-Davidson was one of two major American motor-
Wayne State University (WSU) is an American public
in Turlock, California.
multitools, and other tools headquartered in Tigard, Oregon, United States, within the Portland metropolitan area.
cycle manufacturers to survive the Great Depression, along with Indian.
research university located in Detroit, Michigan.
The National Football League is a professional American football league consisting of 32 teams.
Tesla, Inc. (formerly Tesla Motors, Inc.) is an American automotive and energy company based in Palo Alto, California.
The National Hockey League Tulane University is a private is a professional ice hockey league research university in New in North America. Orleans, Louisiana.
LOGO INSPIRATIONS
Trader's Cache is a community, your community, built around bringing people together.
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Rave Gears and Machining is committed to providing high quality, precision CNC machining,
Green Gears is dedicated to helping businesses, institutions, and individuals do something concrete to cut vehicle related energy costs, energy consumption, and carbon emissions.
Grinding Gears Coffee Company Providing handcrafted coffee to the city of Albuquerque.
Rapid Gear has been at the forefront of building and designing individual gears, gear boxes, and special purpose machinery since 1976.
AGMA is the global network for technical standards, education, and business information for manufacturers, suppliers, and users of mechanical power transmission components.
Dontyne Gears Ltd is the latest venture from Dr. Michael Fish, one of the team behind Dontyne Systems Ltd, a prominent company in the field of Gear Measuring and Tooling software.
Gears of Leo is the Tech and Product company within LeoVegas mobile gaming group.
Mozilla Firefox, or simply Firefox, is a free and opensource web browser developed by the Mozilla Foundation and its subsidiary, Mozilla Corporation.
Tri State Fire Protection LLC is a ONE CALL fire protection company servicing the areas of New Hampshire, Maine, Vermont, Connecticut, and Massachusetts.
Wise Fire & Safety is a familyowned and operated corporation with over 20 years of experience providing fire safety services and related equipment throughout the state of Florida.
M.M.G. Fire Equipment, was started in Poughkeepsie NY, by a professional firefighter.
KL Fire Protection (Ireland) Ltd specialists in the field of passive fire protection.
Allied Fire Protection of Arizona’s primary focus has always been providing superior fire safety equipment service and maintenance and compliance inspections for every type of fire protection system.
Saracen Fire Protection Ltd was formed to provide nationwide service, maintenance, design, supply and installation of Fire Protection systems.
The National Volunteer Fire Council (NVFC) is the leading nonprofit membership association representing the interests of the volunteer fire, emergency medical, and rescue services.
prototyping, reverse engineering, and supply of gears and gear shafts.
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BRAND INSPIRATIONS
Brand Inspirations Before stepping into the next stage, here are some inspirations I found from other companies’ visual standards. The purpose of these examples is to give a sense of the content in our next book.
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Color Palette
Brand Guidelines April 2017
Brand Guidelines
Page 1
01 Volume
April 2017 The Symantec Logo Color Palette Typography Photography Graphics Layout Guidelines Product Icons Symantec Voice & Tone Contact
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Color Palette
Brand Guidelines April 2017
Page 2
Symantec Brand Guidelines
Introduction Symantec _Show the composition of a logo. _Use “X” to show the measurement of the clear space. _Demonstrate the alternate versions and the minimum size of the logo.
01 Section
Symantec’s Brand Guidelines provide a single visual system that allows for unified communication and brand personality across the entire Symantec Enterprise. By following these guidelines, we will build a consistently memorable, bold, and clear brand experience. Our customers will gain confidence in Symantec as they grow to trust our consistency, allowing them to explore our content further and become more knowledgeable about our leadership in the market.
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BRAND INSPIRATIONS
02
Brand Guidelines April 2017
Symantec Logo
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Page 5
Symantec Logo Primary and Secondary Lockups The Symantec logo is the graphic representation of our company and brand. It displays the Symantec symbol and company name in a distinctive and proprietary form. Think of it as the official signature of our activities, products, and services. The Symantec check mark/circle symbol is the most important element of the identity for Symantec and its associated companies, reflecting Symantec’s brand reputation of high quality products and services. Because the check mark/circle symbol unifies and strategically links all of our brands, proper and consistent use, as discussed in these Identity Guidelines, is critical in all of its applications, from advertising and packaging to website branding and product promotion. With a few exceptions, as noted below, the symbol and name should not be separated. Position, size, and color, along with the spatial and proportional relationships of the signature elements, are predetermined and should never be altered. Primary Horizontal Lockup (preferred)
The primary horizontal ‘lockup’ is the preferred format for the Symantec logo. Use the secondary vertical lockup only when the horizontal lockup cannot be accommodated in the space or is inappropriate for the design.
Symbol
The logo should be produced in color when possible. For light backgrounds, Symantec Yellow is paired with black (c:0 m:0 y:0 k:100 or r:35 g:31 b:32). For dark backgrounds, Symantec Yellow is paired with White (c:0 m:0 y:0 k:0 or r:255 g:255 b:255). Logo file colors should not be altered.
Symbol
Brand Guidelines April 2017
Symantec Logo
Symantec Logo Clear Space and Minimum Size Clear Space Maintaining proper surrounding clear space ensures that the logo isn’t crowded by other distracting graphic elements or typography. The minimum acceptable clear space is shown below. Keep all other text and graphic elements outside of this area.
The gray box illustrates the required minimum clear space surrounding the logo, where ‘x’ is equal to 1/2 the height of the symbol diameter.
The gray box illustrates the required minimum clear space surrounding the logo, where ‘x’ is equal to 1/3 the height of the symbol diameter.
Minimum Size Although it can be reproduced in a variety of sizes, do not reduce the logo smaller than the minimum size shown. Doing so will compromise its legibility and reproduction quality.
27mm or 76 pixels
15mm or 42 pixels
Name
Symantec Logo
Name
Symantec Logo On certain occasions, the symbol may be used alone, but only when reviewed and approved by Brand Creative.
Download the Symantec logos here.
02
Secondary Vertical Lockup
Page 6
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BRAND INSPIRATIONS
Nexstar Graphic Standards
The Nexstar vision grew from the minds of our founders. The vision—a home loan experience that a customer will feel good about. Now they’ve shared this vision with all of us—the colleagues who joined Nexstar. And together we’ve worked hard and come a long way. We’re using state-of-the art technology to re-invent the home loan experience, bringing our customers faster closing times, better prices, and a quality of
service that’s above and beyond any other home loan experience—both in traditional and online realms. Since we want to support this vision, we need to present a consistent and recognizable identity to our customers. Whether we’re producing the Nexstar identity on a PowerPoint presentation, on our letterhead, or on our website, we need to adhere to the guidelines outlined in this style guide.
Nexstar _Use “X” to show the measurement of the clear space. _Show the examples of logo dont’s. _The layout is concise and the hierarchy is clear.
Nexstar Graphic Standards
Brand
Our voice
0.1
our voice We want customers to feel satisfied, informed, empowered, excited, and optimistic about Nexstar’s home loan process. Our voice can help our customers feel this way if it supports our company’s brand attributes— specifically key driving concepts such as:
Nexstar Graphic Standards
Brand
Our brand
trust, security, and thoroughness of customer service best elements of traditional and digital brands human and technological benefits of service (hi-tech, high-touch)
0.2
our brand Throughout this style guide we’ll refer to the terms brand and identity. These terms are often used interchangeably but they are in fact much different. Our identity includes our tag line, logo, and colors. Our brand incorporates elements of our identity to achieve an overall company image. Think about it this way. Our identity is the visual image of our company, such as our black and blue logo. Our brand is the mental image of our company, such as the culture of Nexstar.
When customers think of Nexstar they will think of a company that is entrepreneurial and innovative, and a company that provides the ultimate customer experience. Our brand will also convey a unique message that integrates human and technological benefits of service, essentially forming a combination of high tech and high touch services.
BRAND INSPIRATIONS
1.1
Nexstar Graphic Standards
Signatures
Primary corporate signature
Use the electronic artwork provided with these guidelines whenever possible. It will save you time as well as the hassle of recreating the signature for every layout.
There are two components to the new Nexstar signature:
Primary signature with minimum clear space indicated
The star symbol The Nexstar wordmark The modular identity system ensures uniformity across all corporate communications, including internal and external communications with third party partners and customers.
A key component of the Nexstar identity is the symbol of the star that is formed from “arrows” of the x.
The alignment and proportions of this signature should not be changed in any way.
Signatures
This page illustrates what not to do with the Nexstar signature. Remember, combinations of Nexstar’s signature outside of those outlined in this style guide should not be created. Following these graphic standards will ensure Nexstar has a consistent, recognizable identity. The Nexstar signature must always be easy to read. There must always be contrast between our signature and its background. Avoid placing our signature on a photographic or patterned background.
Never place the Nexstar signature on a patterned or photographic background that inhibits readability, or on a colored background that does not provide sufficient contrast. (See section 2.3 for background guidelines.)
2.5 x x
x = half of the width of one of the arrows that composes the star
The arrows that make up the “x” in the signature represent connectivity. Nexstar is the connection that puts customers in control and helps them buy a home. These arrows are also brought together to form the star element of the signature. Using lower case typography for the signature sends a message to our customers that our company is friendly and customer focused.
Nexstar Graphic Standards
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Unacceptable treatments
1.3
Don’t stretch the signature
Don’t switch the colors
Don’t use gradient affects
Don’t use other colors
Don’t alter the perspective
Don’t render it in 3-D
Don’t use drop shadows
Don’t outline it
Don’t blur it
Don’t change the proportions
The light blue squares represent the minimum clear space required around any application of the primary signature. No type or graphic elements should intrude into the clear space. Clear space is measured by a unit (x) equal to half the width of one of the arrows that composes the star symbol.
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BRAND INSPIRATIONS
Brand Guidelines
DFW _Use “X” to show the measurement of the clear space. _Demonstrate the minimum size of the logo. _Show the different logo usages.
DFW Brand Guidelines
Logo
Logo variations
The DFW logo is available in two configurations. The primary logo contains the “DFW” mark in DFW Orange. The secondary logo adds the formal name “Dallas Fort Worth International Airport” in DFW Dark Gray.
Primary
Secondary
Color
Color
Black
Black
Reverse
Reverse
Primary logo The primary logo should be used in most touchpoints, particularly those that appear inside the airport. Secondary logo The secondary logo should only be used when additional context is needed, such as advertising that may appear in another country. Additionally, both the primary and secondary logos are each available in black and reverse versions. These versions should only be used in cases where it is not possible to use the preferred full-color versions.
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©2015 Dallas Fort Worth International Airport. All rights reserved. DFW, the DFW logo, and all other DFW marks contained herein are trademarks of Dallas Fort Worth International Airport.
DFW Brand Guidelines
Logo
Clear space and minimum size
Clear space
Clear space
The DFW logo uses a clear space to maintain the clarity and impact of the logo. The clear space surrounds the logo and should be kept free of competing graphics, images, or typography. The clear space is determined from one half of the cap-height of “DFW.”
X
X
X
X
X
X
X
X X
X
Minimum size To maintain legibility, the DFW logo should not be used at sizes below the prescribed minimum size. Avoid scaling the primary logo below .125" high for print or 15 pixels high for on-screen use. The secondary logo should not be scaled below .25" high for print or 25 pixels high for on-screen use.
5
Minimum size
.125"
.25"
15 pixels
25 pixels
©2015 Dallas Fort Worth International Airport. All rights reserved. DFW, the DFW logo, and all other DFW marks contained herein are trademarks of Dallas Fort Worth International Airport.
BRAND INSPIRATIONS
TONKA
DFW Brand Guidelines
Co-branding
Logo
Partner logos The primary DFW logo may be arranged with a partner logo to signify a co-branded joint relationship. The resulting lockup should consist of a DFW Dark Gray divider line separating the logos, with the DFW logo on the right. Never create co-branding lockups with the secondary DFW logo or the DFW Tagline logos.
Co-branding lockup example
Clear Space The clear space between and around each element is one half the height of “DFW.”
X
X
X
X
Minimum size Observe the established minimum sizes for both the primary DFW logo as well as the partner logo employed in the lockup.
X X
X
X
X
Clear space
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©2015 Dallas Fort Worth International Airport. All rights reserved. DFW, the DFW logo, and all other DFW marks contained herein are trademarks of Dallas Fort Worth International Airport.
DFW Brand Guidelines
Tagline
Our Tagline
“Travel. Transformed.” defines our industry while also promising a revolutionary experience. It has momentum, creating an active tone. It’s a simple direct invitation to come see DFW for yourself.
Travel. Transformed.
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©2015 Dallas Fort Worth International Airport. All rights reserved. DFW, the DFW logo, and all other DFW marks contained herein are trademarks of Dallas Fort Worth International Airport.
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BRAND INSPIRATIONS
Devon Identity Guidelines 12.11.07 Release 2
Devon _Use “X” to show the measurement of the clear space. _Show the color palette reference. _Demonstrate the minimum size of the logo. _The logo application in the real life is very clear.
1.3
Clear Space and Minimum Size
Devon Identity Guidelines 12.11.07 Release 2
x
Clear Space Clear space is the area surrounding the signature that must always be free of any text or graphic elements. It ensures that the signature stands distinctively in any environment.
x
x
The clear space in the Devon signature is measured by the height of the letter “o” in the Wordmark, and is shown to the right as x. The minimum clear space must always be 1x on all sides of the signature. Whenever possible, the amount of clear space should be greater than 1x. Minimum Size A minimum size has been established for the Devon signature. This is the smallest size at which the signature may be reproduced on any application.
x
x
Signature clear space
The signature should never appear smaller than 1" wide. When reproducing the Devon signature, remember that legibility should always be the top priority.
1"
Signature minimum size
2.4
Color Specifications
Devon Identity Guidelines 12.11.07 Release 2
To maintain consistency, it is essential that our colors are always reproduced accurately. This chart indicates color values for the Devon identity broken down by PANTONE® colors, RGB, and CMYK values.
In lieu of the colors listed on this page, you may use the PANTONE® colors cited, the standards for which can be found in the current edition of the PANTONE formula guide. The colors, CMYK, and RGB breakdowns shown on this page have not been evaluated by Pantone, Inc., for accuracy and may not match the PANTONE Color Standards. For accurate PANTONE Color Standards refer to the current edition of the PANTONE formula guide. PANTONE® is the property of Pantone, Inc.
SPOT
CMYK
RGB
Devon_Slate
(or PANTONE 7540 C)
0 0 0 70
110 90 95
Devon_Gray
(or PANTONE 7539 C)
5 0 5 45
175 170 163
Devon_Clay
(or PANTONE 1665 C)
0 80 100 0
245 65 35
Devon_Yellow
(or PANTONE 130 C)
0 30 100 0
245 155 20
Devon_Blue
(or PANTONE 3125 C)
85 0 20 0
0 165 180
Devon_LtBlue
(or PANTONE 319 C)
55 0 10 0
144 195 196
Devon_Turquoise
(or PANTONE 3268 C)
90 0 60 0
0 165 145
Devon_Green
(or PANTONE 7489 C)
60 0 80 10
135 170 70
Black
0 0 0 100
000
White
0000
255 255 255
BRAND INSPIRATIONS
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TONKA
2.14
Brandline
Devon Identity Guidelines 12.11.07 Release 2
Optimal brandline placement options
When using the brandline, Commitment Runs Deep, align it on the X or Y axis with the Devon signature, separated by as much space as the application allows, as shown to the right.
Minimum clear space Commitment Runs Deep
Commitment Runs Deep
Occasionally, an application requires that the brandline be placed closer to the Devon signature. In such cases, the brandline should be placed away from the signature by one grid square on the top or bottom, and two grid squares on the left or right, as shown at the bottom right.
Commitment Runs Deep
Commitment Runs Deep
Commitment Runs Deep
Commitment Runs Deep
Commitment Runs Deep
4.10
Field Office Identity
Devon Identity Guidelines 12.11.07 Release 2
Concrete footing as required. Flush with grade.
plan
8'-0"
4"
4'-9"
8"
2'-3"
4" Metal or plywood panel Paint face bright white. Paint all other visible surfaces Devon Slate.
4"
Mount panel using countersunk screws or concealed fasteners.
1'-11"
Surface applied painted or vinyl graphics. Letters are Devon Slate. Bars are Devon Clay.
1'-1"
6‘-0"
4" 4"
Address of Field Office ��� ��� ����
2'-0"
2-1/2" 2-1/2"
4'-0"
Name Of Field Office In Emergency Call Gas Control ��� ��� ����
Copy shown is for example only. Surface applied painted or vinyl graphics. Letters are Devon Slate. Base aligns with Devon wordmark and size to fit width. Optional message shown for example only. Surface applied painted or vinyl graphics. Letters are Devon Slate. Base align with address. Size: �-�/�" cap height. Lighting: no illumination or ground mounted lighting is needed. �" x �" posts. Paint all visible surfaces Devon Slate. Concrete footing as required. Flush with grade.
side
Commitment Runs Deep
elevation
final design intent — not for production
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TONKA
BRAND INSPIRATIONS
BRAND IDENTITY STANDARDS DESIGNER’S GUIDE APRIL 2007
Seagate _Use “X” to show the measurement of the clear space. _Show the examples of logo dont’s. _Present the minimum size of the logo.
2.1
PRIMARY AND ALTERNATE
SEAGATE SIGNATURE
There are only two configurations of the signature: the primary and the alternate. The primary signature should always be considered first, except for the following three situations where the alternate primary configuration may be used: • For online usage where the alternate primary’s four-line wave symbol reads better • For small-size applications where the logo is under 1 inch wide • For very large applications where the logo is over 17 inches wide.
PRIMARY
ALTERNATE
(FOUR-LINE SYMBOL)
BRAND IDENTITY STANDARDS.
2.2
APRIL 2007
MISUSES
SEAGATE SIGNATURE
A lot of thought and effort has gone into determining the perfect relationship between the elements that make up our signature; do not attempt to re-create these elements. Always use the approved artwork, and always follow these rules when using it. Note that these rules also apply to the alternate 4-line signature.
Do not resize the signature elements
Do not resize the signature elements
Do not rearrange the signature elements
Do not stack the signature elements
Do not associate the signature with a tagline
Do not flip the wave symbol
Seagate Do not use the wordmark alone
BRAND IDENTITY STANDARDS.
Do not re-create the signature with any other typeface or any other weight of the same typeface
APRIL 2007
BRAND INSPIRATIONS
CLEAR SPACE
2.3
SEAGATE SIGNATURE
Clear space is the area surrounding the signature that must be kept free of other graphic elements. The minimum required clear space is defined by the measurement “X”, as shown. This measurement is equal to the height of the lowercase letters in our wordmark.
PRIMARY X
X
1.5 X
4.75 X
1.5 X
.5 X
1.5 X
ALTERNATE
(FOUR-LINE SYMBOL)
X
X
1.5 X
.75 X
.5 X
1.5 X
1.5 X
BRAND IDENTITY STANDARDS.
MINIMUM SIZE
2.4
PRIMARY 1”
ALTERNATE
(FOUR-LINE SYMBOL)
.75”
BRAND IDENTITY STANDARDS.
APRIL 2007
SEAGATE SIGNATURE
We have established various minimum sizes for our signature to help it stand out as much as possible. While the minimum sizes shown here should accommodate most applications and reproduction techniques, make sure that our signature is never smaller than what can be clearly executed. Applications such as the Web, signage or merchandise may require larger sizes.
APRIL 2007
TONKA
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Sources
Tonka Corporation History http://www.fundinguniverse.com/company-histories/tonka-corporation-history/
Tonka https://en.wikipedia.org/wiki/Tonka
12 Days of Minnesota Christmas: Classic Tonka Truck Born On The Shores of Lake Minnetonka https://www.twincities.com/2012/11/28/12-days-of-minnesotachristmas-classic-tonka-truck-born-on-the-shores-of-lake-minnetonka
Imagery Wikipedia Pixabay Flickr Unsplash
DESIGNER Xiaoqian (Una) Li
CLASS GR604: The Nature of Identity
INSTRUCTOR Hunter Wimmer
SEMESTER Fall 2019
INSTITUTION Academy of Art University, San Francisco, CA
PHOTOGRAPHY Pixabay Flickr Unsplash
TYPEFACES Chaparral Pro Gill Sans
BINDERY Chum’s Design & Print
This book is a non-commercial project for education purposes and is not intended to represent the Tonka brand.