Boring Business Re-Brand by Abigail Miles

BORING BUSINESS RE-BRAND ABIGAIL MILES | VISC 204 | ALEX ANDERSON

PROJECT BRIEF AND REFLECTION

PROJECT DESCRIPTION

PROJECT REFLECTION

Many design students donâ&#x20AC;&#x2122;t tackle boring brands, as many want to re brand coffee shops or product lines. This boring re brand project allows for young designers to step outside their comfort zone and think about common businesses and ideas differently. Logo construction, research and elements are the main aspect of the project in addition to stationary, icons, posters and uniforms. All of these elements allow the company to have a new design of product as well as a face lift that better represents their business.

After completing this design project, I was able to have a better idea of the re branding process. It was difficult to tackle everything like coming up with the business history and need for icons, but it allowed me to have control of what the business actually needed and would have wanted. It also allowed me to be fully surrounded by the importance of the business and its purpose. Overall, I learned a great deal about creating concepts and pitching concepts as well as creating stationary and various mock-ups through vector images. It allowed to me to branch out as I would have never redesigned a battery company by myself.

NOTES AND RESEARCH

NOTES AND RESEARCH UNDERSTANDING THE BASICS OF AUTOMOTIVE BATTERY AS WELL AS THE PROCESS OF BATTERY RECYCLING. LASTLY, STUDYING BRANDING FROM WELL-KNOWN COMPANIES AND IDENTIFYING VISUAL AUDITS.

NOTES AND RESEARCH

COMPANY

OTHER RESEARCH

And EPA approved battery recycling center. Will purchase your old batteries for recycling or disposal. They are also an official distribution warehouse for PulseTech Maintenance Systems and Chargers, regional factory for warehouse for discover brand batteries and a Master Distributor of US Battery Company. Services include: Battery recycling, buy batteries in bulk, batteries in stock. The brands they use: US battery, Optima battery, Energizer, Discover, UPG, Deka. Also have renewable energy: Solar panels, wind powered generators, residential equipment, remote monitoring equipment, communications equipment.

- Battery technology has a great impact on everything around us- wouldn’t have portable electronic systems, a car and other automotive vehicles. - 250 BC- 224 AD is the Baghdad battery: gold-plate silver objects that could have been the earliest form of batteries - 1749 Linked Capacitors- Benjamin Franklin originally created the term of battery- named the capacitors he used for experimentsmanually charged and then discharged. - 1800 Voltaic Pile- Allesandro Volta created a device that stacked copper and sync disks- separated by brine-soaked piece of cardboard for the electrolyte. Allowed for constant stable current and long life while it wasn’t being used. First true battery - 1800’s Batteries- many of these batteries had lots of issues: weight of the metal disks would push the brine out of the cardboard and cause the battery to fail. William Cruickshank built a voltaic pile horizontally. This allowed the weight of the disks to no longer squeeze the cardboard. - 1844 Grove Cell: Proved to be better than the Voltaic Pile because of current and longevity. Gave off toxic gases and was replaced by gravity cell batteries - 1859 Lead-acid battery (rechargeable)- was the first rechargeable battery. By passing a current through the lead-acid battery, the chemical reactions would be returned. - 1860 Gravity cell- used by the American telegraph companies. Could replace various pieces of the gravity cell to return it to new condition. - 1866 Leclanche cell- early battery powered phone - 1896 Zinc-Carbon Cell (Dry cell batteries)- Used paste instead of liquid, batteries were durable and able to be transported. Flashlight was invented from this. - 1899 NICD (alkaline batteries)- were created in Sweden and weren’t prevalent in America until 1946. - 1959 (common alkaline batteries)- zinc-carbon batteries were converted to use manganese and powdered zinc. - 1970’s Nickle Hydrogen Battery- developed for use in large communications device like satellites - 1970-1980’s Lithium and lithium ion batteries- low density and lightweight. Revolutionary because the internal materials can be wrapped in flexible casing, allowing for batteries to be shaped to fit a specific machine or device.

COMPANY HISTORY Standard Battery INC. is a company that has been around for 50 years, solving the problem of polluting the environment by throwing away batteries and the wasteful nature of discarding salvageable products and chemicals. Along with recycling batteries Standard Battery also sells batteries for automotive purposed. They created the company to allow locals to have easy access to automotive batteries and a chemical waste recycling relating to batteries. After 50 years, this small family business is in need of a re brand as they are looking for a clean, refreshed and bright energy to reflect their company.

AUTOMOTIVE BATTERY RECYCLING The lead is separated from the polypropylene and fed into a furnace to be melted down. The lead is then reused to manufacture new batteries. The polypropylene is washed and also recycled. Acid is treated and neutralized. New automotive batteries are typically made with up to 80 percent recycled materials.

NOTES AND RESEARCH CONTINUED

INSIDE AUTOMOTIVE BATTERIES - An automotive battery is a rechargeable battery that is used to start a motor vehicle. Its purpose is to provide electric current to the electricity-powered starting motor- this starts the chemically-powered internal combustion engine that actually propels the vehicle. - Alternator charges the battery as demands increase or decrease. - They are a wet cell battery with six cells. All cells of a lead storage battery consist of alternate plates made of a lead alloy grid filled with sponge lead or coated with lead dioxide. - Each cell is filled with sulfuric acid solution, with is the electrolyte. Cells each had a filler cap, through which the electrolyte level could be viewed and which allowed water to be added to the cell. The filler cap had a small vent hole which allowed hydrogen gas generated during charging to escape from the cell. - Cells are connected by short heavy straps from the positive plates of one cell to the negative plates of the adjacent cell.

ROCKIN THE SUBURBS - Client had 48 years of experience and they didn’t want to seem hip or trendy. - They didn’t want to abbreviate to SETT because the name was so long. - They wanted a strong organic mark- bought the Logo Modernism book for help. - Created a monogram in concrete which set the tone for what they were looking for. - The logo has an S and E in it- the E is identified as titles in the center. - Paired it with a strong and solid word-mark which was modern and architectural. - They tried 300 different typefaces next to the monogram. - They wanted something modern but still maintained the utilitarian feeling. - Created business cards and other mockups like letterheads and envelopes. - Created a color scheme that would accommodate for the future. - Created a style Guide and a truck wrap.

PROTZ STUDIO

WORD LIST

- The logo: personable, slightly wonky and a modular system. Based on abstract tiles - Created modular font/letters with the companies title patterns. - Created a GIF to illustrate the Logo - Designed each letter to fit into a box that can shift or move to wherever it wants, as long as one corner or side is touching the corner or side of another box. - They wanted to make the colors bold and help them stand out. - Created business cards that were foiled and letter pressed.

Renewable Cycle Recycling Reprocess Reclaim Reuse Salvage Alkaline Cells Divide Connect Chemical – paste and liquid Automotive power Movement Metal Material Disassembled Positive Negative

INCLINE RUNNING - Built a custom wordmark out of triangles. Mockup anything that you are making because it helps the clients understand what you are making. - Make sure your logo looks good in black and white and also shows the feeling and meaning behind it. - Mashed up many different designs that we had been working on - Create a color scheme where the colors interact well and relate to each other. Created a color palette that changes based on seasons.

Energy Powered Energized Zest Animated Stamina Voltage Constant and Limited energy

VESSEL FLOATS

VISUAL AUDIT

- Created a logo based off of the dynamics of the tank - Used this imagery throughout the business and product. - Used history and vintage imagery to direct the logo and brand.

Goal: Bright colors resembling energy but also relating to automotive vehicles. Lots of contrast.

WHAT I LEARNED - Create a style guide to outline the branding of your logo and company feel - Use a secondary font that would fit well with your company and their purpose. - Look at their work or products and design from there. - Can potentially combine different ideas to make it better

WHAT I SAW Many brands focus on red and black color schemes as well as italic fonts that are outdated. The italics is supposed to simulate energy and movement. They also use a lot of lines and circular movement with lines around text. Automotive battery whole companies are more progressive with their branding and logos. They use a lot of blue and green as well as arrows to symbolize recycling. These arrows also create shapes and circles to represent movement and a cycle.

CONCEPT BOARDS

CONCEPT BOARDS BRAINSTORMING CONCEPTS FOR RE BRANDING. THEY RELATE TO THE AUTOMOTIVE BATTERY INDUSTRY OR STRUCTURE.

CONCEPT BOARDS: ART DECO

01 Art deco

To replicate the structure and line work of the interworking of an automotive battery. As the shapes and structure of the style art deco have similar separations and divisions. The liquid and chemicals are separated by metal materials.

LINEAR

CONTAINED

STRUCTURAL

CONCEPT BOARDS: 1950S

02 1950s

Idea of traditional design and aged logos from the 1950s. The idea of primary color schemes and animated design. The illustration of signage and electricity through movement and animations.

AGED

ANIMATED

MOVEMENT

CONCEPT BOARDS: AMERICAN TRADITION-

03 american traditional

SOLID & FILLED LOW CONTRAST Using think lines to illustrate simplicity and image as well as energy and animation. The idea of hand drawn lettering and industrial feel. Illustration of solid color with gradients and shading with stippling.

CONCEPT BOARDS: BAUHAUS

04 Bauhaus

Using bold colors to show energy and movement. Shape-based logos and illustrations creating patterns and simplified images.

BRIGHT

SIMPLISTIC SHAPE-BASED

CONCEPT BOARDS: CONNECTED ELE-

CONNECTED ELEMENTS

LINEAR

CONTAINED

STRUCTURAL

The automotive industry has revolutionized batteries as more research and innovation has progressed through centuries. Batteries contain cells that separate chemicals and necessary elements to simulate the battery and allow machinery to function. Through simplified structures and deconstruction, diagrams illustrate the model for batteries and their function. The contrast in line, connected elements, and shapes are comparable to the elements seen in battery diagrams, presenting a deconstructed visual.

CONCEPT BOARDS: INDUSTRIALIZED

INDUSTRIALIZED PARTS

STURDY

EXPRESSIVE

TOUGH

The automotive and machinery industry has come a long way and has had a permanent effect on our lives today. In addition, the imagery of hand-fixing auto vehicles and machinery creates animation by metal and movement of parts relates to the industrial and feel of a tattoo parlor.

CONCEPT BOARDS: ILLUSTRATIVE SCIENCE

ILLUSTRATIVE SCIENCE

BRIGHT

YOUNG

EDUCATIONAL

Automotive batteries hold chemicals that allow them to produce energy and run automotive vehicles. A young and shape-based design allows anyone from any age and education to understand the basics of battery chemicals and recycling. Through illustrative science, compounds and ideas are simplified yet still address the importance of chemicals within the automotive industry.

100 SKETCHES

100 SKETCHES USING CONCEPTS TO CREATE LOGO SKETCHES.

100 SKETCHES: CONNECTED ELEMENTS

100 SKETCHES: CONNECTED ELEMENTS CONTINUED

100 SKETCHES: INDUSTRIALIZED PARTS

100 SKETCHES: INDUSTRIALIZED PARTS CONTINUED AND ILLUSTRATIVE SCIENCE

100 SKETCHES: ILLUSTRATIVE SCIENCE CONTINUED

100 SKETCHES

DIGITAL RENDERS SIFTING THROUGH SKETCHES AND FINDING POSSIBLE COMPOSITIONS TO DIGITALLY RENDER.

DIGITAL RENDERS

SB I NC.

S B i nc.

S B inc.

st andard

ba tter y

RE BRAND TOOL KITS

RE BRAND TOOL KITS PICKING OUT FAVORITE DIGITAL RENDER AND PAIRING IT WITH THE CONCEPT INCLUDING ELEMENTS, COLORS, IMAGERY AND TYPE.

RE BRAND TOOL KITS

CONNECTED ELEMENTS

INDUSTRIALIZED PARTS STANDARD BATTERY INC.

NOVECENTO SANS NORMAL

ILLUSTRATIVE SCIENCE

STANDARD BATTERY INC. BROTHERS REGULAR

ALFARN REGULAR

DIN ALTERNATE BOLD

AFT WEDDING GOTHIC MEDIUM

KOMU A

TOOL KITS: CONNECTED ELEMENTS

LOCK-UPS

CONNECTED ELEMENTS

TOOL KITS: CONNECTED ELEMENTS

OPTION TWO

CONNECTED ELEMENTS

ELEMENTS

CONNECTED ELEMENTS

TOOL KITS: CONNECTED ELEMENTS

TYPE

CONNECTED ELEMENTS

PRIMARY

ALFARN REGULAR

SECONDARY

NOVECENTO SANS NORMAL

TOOL KITS: INDUSTRIALIZED PARTS

LOCK-UPS

INDUSTRIALIZED PARTS

TOOL KITS: INDUSTRIALIZED PARTS

SCALE

INDUSTRIALIZED PARTS

ELEMENTS

INDUSTRIALIZED PARTS

TOOL KITS: INDUSTRIALIZED PARTS

TYPE

INDUSTRIALIZED PARTS

PRIMARY

Brothers REGULAR

SECONDARY

DIN ALTERNATE BOLD

TOOL KITS: ILLUSTRATIVE SCIENCE

Lock-ups

Illustrative Science

TOOL KITS: ILLUSTRATIVE SCIENCE

Scale

Illustrative Science

Elements

Illustrative Science

TOOL KITS: ILLUSTRATIVE SCIENCE

Type

Illustrative Science

PRIMARY

ATF WEDDING GOTHIC REGULAR

SECONDARY

Komu A

PRESENTATION

PRESENTATION FINALIZING CONCEPTS AND RE BRAND DIRECTIONS.

PRESENTATION

VISC 204 VISC 204

Abigail Miles

Concept One CONNECTED ELEMENTS

Standard Battery INC.

The automotive industry has revolutionized batteries as more research and innovation has progressed. Batteries contain cells, separating chemicals and necessary elements to stimulate the battery and allow machinery to function.

Boring Business Redesign

LOCK - UP

CONNECTED ELEMENTS

PRESENTATION

CONSTRUCTION

CONNECTED ELEMENTS

ELEMENTS

CONNECTED ELEMENTS

TYPE

CONNECTED ELEMENTS

PRIMARY

ALFARN REGULAR

SECONDARY

NOVECENTO SANS NORMAL

PRESENTATION

TYPE

CONNECTED ELEMENTS

DISASSEMBLED POWER BATTERIES POWERED BY CONNECTED ELEMENTS.

VISC 204

Abigail Miles

Concept Two INDUSTRIALIZED PARTS

The automotive and machinery industry has come a long way and has had a permanent effect on our lives today. The imagery of hand-fixing automotive vehicles and machinery; animation created by metal and moving parts.

PRESENTATION

LOCK - UP

INDUSTRIALIZED PARTS

CONSTRUCTION

INDUSTRIALIZED PARTS

SCALE

INDUSTRIALIZED PARTS

ELEMENTS

INDUSTRIALIZED PARTS

PRESENTATION

TYPE

INDUSTRIALIZED PARTS

PRIMARY

Brothers REGULAR

SECONDARY

DIN ALTERNATE BOLD

TYPE

INDUSTRIALIZED PARTS

Standard Cycle, Quality Energy HIGH STANDARD BATTERIES AND HEALTHY RECYCLING, CONTINUING THE CYCLE.

PRESENTATION

VISC 204

Abigail Miles

Concept Three ILLUSTRATIVE SCIENCE

Automotive batteries house chemicals, producing energy, and running automotive vehicles. A young and shape-based design allows anyone from any age and education to understand the basics of battery chemicals and recycling.

Construction Lock-ups

Illustrative Science

PRESENTATION

Scale

Illustrative Science

Elements

Illustrative Science

Type

Illustrative Science

PRIMARY

ATF WEDDING GOTHIC REGULAR

SECONDARY

Komu A

PRESENTATION

Type

Illustrative Science

TRANSPARENT POWER Battery technology easily understood with illustrative science and knowledge about the periodic table.

VISC 204

Abigail Miles

REFINED LOGO

REFINED LOGO CHOOSING ONE DIRECTION FROM CRITIQUE AND PRESENTATION.

REFINED LOGO

NEGATIVE SPACE OR FILL

STROKE WIDTH

VARIATIONS ATF

SECONDARY TYPE REVISIONS

RIFT

ALTERNATIVE

INTERSTATE COM.

ATF

RIFT

ALTERNATIVE

INTERSTATE COM.

MORE ELEMENTS

FINAL REFINEMENTS

FINAL REFINEMENTS SWITCHING THE FINAL LOGO TO COMMUNICATE THE CONCEPT.

COLORS AND ICONS

POSTERS

B P

LED

DISA

OWE

STATIONARY

STATIONARY CREATING STATIONARY TO FINALIZING BRANDING.

STATIONARY

OWNER

WYATT MCDANIEL

DECEMEBER 01

OWNER

TOPIC

333 • 415 • 6077

WYATT MCDANIEL 678 RAINBOW DR. PORTLAND, OR

WYATT MCDANIEL OWNER 678 RAINBOW DR. PORTLAND, OR 333 • 415 • 6077

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat.

DECEMEBER 01 TOPIC

STANDARD BATTERY INC. WYATT MCDANIEL

678 RAINBOW DR. PORTLAND, OR 333

415

OWNER

SINCERLY, WYATT MCDANIEL

678 RAINBOW DR. PORTLAND, OR

6077

333 • 415 • 6077

SINCERLY, WYATT MCDANIEL

WYATT MCDANIEL OWNER 678 RAINBOW DR. PORTLAND, OR 333 • 415 • 6077

DECEMEBER 01 TOPIC

WYATT MCDANIEL

DECEMEBER 01

OWNER

TOPIC

SINCERLY, WYATT MCDANIEL

678 RAINBOW DR. PORTLAND, OR 333

415

6077

SINCERLY, WYATT MCDANIEL

STATIONARY

WYATT MCDANIEL OWNER 678 RAINBOW DR. PORTLAND, OR 333 • 415 • 6077

STANDARD BATTERY INC. WYATT MCDANIEL

OWNER

WYATT MCDANIEL

OWNER

678 RAINBOW DR. PORTLAND, OR

333 • 415 • 6077

OWNER 333 • 415 • 6077

WYATT MCDANIEL 678 RAINBOW DR. PORTLAND, OR

WYATT MCDANIEL WYATT MCDANIEL OWNER 678 RAINBOW DR. PORTLAND, OR

OWNER 678 RAINBOW DR. PORTLAND, OR 333 • 415 • 6077

333 • 415 • 6077

STANDARD BATTERY INC. WYATT MCDANIEL OWNER

678 RAINBOW DR. PORTLAND, OR 333 • 415 • 6077

POSTER REFINEMENTS

POSTER REFINEMENTS REFINING POSTERS AFTER CLASS CRITIQUE.

POSTER REFINEMENTS

FURTHER REFINEMENTS

FURTHER REFINEMENTS MAKING FURTHER REFINEMENTS ON ICON WEIGHT, STATIONARY ORGANIZATION AND DESIGN, AND BRAND BOARDS.

BRAND BOARDS

STANDARD BATTERY INC.

DISSASEMBLED POWER ALFRAN REGULAR

DISSASEMBLED POWER

CONNECTED ELEMENTS

ALFRAN REGULAR

BILO REGULAR

CONNECTED ELEMENTS BILO REGULAR

DISSASEMBLED POWER ALFRAN REGULAR

CONNECTED ELEMENTS

BILO REGULAR

DISSASEMBLED POWER

CONNECTED ELEMENTS

ALFRAN REGULAR

BILO REGULAR

STATIONARY

STANDARD BATTERY INC.

678 Rainbow Dr. Portland, OR

333 • 415 • 6077

WYATT MCDANIEL

DATE

OWNER DECEMEBER 01 TOPIC

678 RAINBOW DR. PORTLAND, OR

DECEMEBER 01

333

TOPIC

415

6077

NAME

LOCATION

678 RAINBOW DR. PORTLAND, OR 333 • 415 • 6077

BATTERY RECYCLING: ASSISTED BY

QTY

BATTERY NAME ENERGIZER

BATTERY NO.

BATTERY NO. 2234967 BATTERY LIFE BAD BATTERY NAME ENERGIZER

DATE OF BATTERY

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit WHOLE SALE BATTERY: lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut Lorem ipsum dolor sit amet, BATTERY LIFE consectetuer adipiscing elit, sedTOTAL diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim $ ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum $ iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat. $

SINCERELY, WYATT MCDANIEL

BATTERY NO. 2234967 SINCERELY, WYATT MCDANIEL

$ $ $ $

BATTERY LIFE GOOD

$ $

SIGNATURE

RECYCLE BATTERY

120.99

WYATT MCDANIEL OWNER 678 RAINBOW DR. PORTLAND, OR 333 • 415 • 6077

STATIONARY

STANDARD BATTERY INC. 678 Rainbow Dr. Portland, OR 333 • 415 • 6077

DECEMEBER 01 TOPIC

SINCERELY, WYATT MCDANIEL

678 RAINBOW DR. PORTLAND, OR

DECEMEBER 01

333

TOPIC

415

6077

SINCERELY, WYATT MCDANIEL

STANDARD BATTERY INC. 678 Rainbow Dr. Portland, OR 333 • 415 • 6077

WYATT MCDANIEL OWNER 678 RAINBOW DR. PORTLAND, OR 333 • 415 • 6077

DATE

NAME

LOCATION BATTERY RECYCLING:

WHOLE SALE BATTERY:

ASSISTED BY

QTY

BATTERY NO.

DATE OF BATTERY

BATTERY LIFE

BATTERY NAME ENERGIZER

BATTERY NO. 2234967

BATTERY LIFE GOOD

BATTERY LIFE BAD

TOTAL $ $ $ $

WYATT MCDANIEL

OWNER

678 RAINBOW DR. PORTLAND, OR 333 • 415 • 6077

$ $ $

STANDARD BATTERY INC. WYATT MCDANIEL OWNER 678 RAINBOW DR. PORTLAND, OR 333 • 415 • 6077

SIGNATURE

120.99

RECYCLE BATTERY

FINALS

FINALS AFTER MANY REVISIONS THE FINAL BRAND BOARD, STATIONARY APPLICATION, IMAGES AND POSTER APPLICATION ARE FINALIZED.

FINALS