Corporate Design 1 Glenn McArthur
In class Exercises
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In class Exercises 1
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Select two words that are opposite in meaning to each other and then create wordmarks that reflect their meaning through the use of symbols and type.
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In class Exercises 2
personal icons There are two steps to finish this exercise. First, think of four adjectives that best describe your personality (out going, deep thinker, sporty, creative, etc.). Once you have selected four then visually represent those adjectives using a flat icon style to render them. The use of computer is allowed or traditional drawing methods. From the four select the one that you feel best represents you. Next, you will use this as an identifing logo for all of your journals, inclass exercises and projects.
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Discipline
Calm
Curious
Adventurous
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In class Exercises 3
images combination Students will create a composition by combining 3 different images (including a letterform) based on a concept or theme. The images should be edited and modified in order to appear as if they are rendered in one consistent style. This means that the line weight, use of positive and negitive space, etc. should be consistent.
Next, combine the three elements with each other in order to communicate a clear and strong idea. Choose three different iconic images based on their ability to communicate an idea.
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In class Exercises 4
repetition shapes Repetition is obviously an easy and versatile method to create dynamic graphic shapes. There are two phases for this exercise. First, create a shape by either additive of subtractive means (the simpler the better) then repeat this shape multiple times by rotating, re-sizing and reposition it to create a design.
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Experiment with both geometric and freeform shapes. Try to create six different designs that reflect the themes of movement, depth, strength, complexity, simplicity by using symmetrical, asymmetrical, biaxial, radial symmetrical system. For the second part, select one design and then experiment with different fonts. Try a serif, sans serif, slab serif, script, and other typographic variations using a made up name for a company.
From leaft to right, top to bottom: horizontal, vertical, depth, strength, simplicity, complexity
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In class Exercises 5
pattern design
For this exercise students will create pattern(s) using the new redesign logo (or portions of it). Consider making more then one. The use of repetition and additional graphic elements should be considered. This new patterncan or may be used for various aspects of your stationery or signage applications in future projects.
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Inclass Exercises 6
gestalt prin cible
For this exercise create a composition that uses one of the principles of Gestalt. The Gestalt principles that have a direct impact on art/ design include: anomaly, closure, continuation, figure/ground, proximity, similarity, and symmetry or order.
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In class Exercises 7
opposite combination Redesigning a company logo often requires the designer to retain elements of the old design with the new version. The resons for doing include maintaining a connection to the existing company and client base. For this exercise combine two logos (one being a sports team) from different busines sectors with completely opposite target audiences.
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proects J
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1. The essence Sleipnir is a web browser of Fenrir.Inc - a software company based in the Umeda district of Osaka, Japan. Besides, Sleipnir is the innovative and user-friendly browser that not only offers the high technology functions but also gives the users more personal and secure experience.
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Sleipnir was born during the dawn of the browser era, and grew gradually while overcoming countless hurdles. This is a 10-year-old browser that goes along the development of high technology until now. While every browser now is focusing on speed and extended platform,
Project 1
logo rebrand
Sleipnir has been discovering the new platform that is more friendly, efficient and experiential by pushing the touch gesture technology. In the next five years, Sleipnir aim to provide the better performance and better experiences to all users around the world. 2. The associated new identity Sleipnir 3 is a natural powerful browser with personal user’s feeling (emotional – enjoyable). We don’t want our users associate us with the complicated outdated undersigned artificial system. 3. Tensions list Natural ≠ Artificial, Outdated ≠ Updated, Emotional ≠ Mental, Enjoyable ≠ Mechanical, Simple ≠ Complicated, Connective ≠ Individual. The two characteristics that we want to enhance in our new identity: Emotional and Enjoyable. 4. Primary audiences The main audience that Sleipnir targets is urban Internet users, with the age 16 -35, who is interested in discovering new things, open-minded and appreciated the innovative technology. Furthermore, our target audience shows the high personality and needs to have a friendly and secure environment to enjoy the stress-free online experience. Furthermore, we also expand our users to the newbie and worldwide costumers that is potential and quickly increased. These are the reason why the new identity should be friendly and familiar to the mass audience. Sleipnir realizes the primary audience would be younger in age and wider for geographic area next 10 years, while the telecommunications and technology is developing unstoppably now. 5. Business’s aspect should be avoided In order to rise up the attention, the new identity should be organized in a unified system. Moreover, we should avoid making our main element (a horse) become kid’s illustration. It should be designed
by following the motto and message of our brand: professional, friendly and updated. 6. Audience ranks The identity needs to appeal to all audience in our range: most important (16-26, medium class, urban living, mobile-friendly), important (27-40, developed and developing countries, technology fan, web users), less important (40-50, worldwide Internet users), least important (over 50, rural area). 7. Primary competitions Sleipnir’s primary competitions are the big technology firms and popular web browsers as Google, Firefox, IE and Opera. They all identify themselves as the fast, updated browser (Google Chrome), secure browsers (Firefox) and familiar system (Internet Explorer). 8. How to differentiate from your competition In comparison to another competitions, we stand out with care to our user’s experience that shows through the touch gestures, friendly browser interface, and quick search bar. That is why we will try to convey the message that we offer our audience with the personal and stressfree use. That is the special experience that you only gain when using Sleipnir. 9. Particular referred identity I particular like the color theme of Chrome that is very eye-catching and effective. Chrome’s logo shape is also fit to all media and devices such as on-screen view, on smart-phone, tablet and even on press. The consistency between the logo and its following outputs as browser’s interface, website, prints convey the unified message and make the logo easy to remember and recognize. 10. Cliche Stop using the simplified illustrated symbol of the world on the background of the logo as another browsers’ identity.
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Visual Language of CMS: Observation and Recommendations Typography
Patterns of Similarity
Opportunities to Differentiate
Almost 100% Stylized sans-serif Customized typefaces with thin strokes. 50% of types are geometric constructed Simple and pure – some logos don’t care so much about typography but visual
Simple typefaces Try with the serif (not primary) May be go with the sans-serif to remain the modern taste of technology logos
Colour
Avoid using the grayscale range (make the Dominated by bright primary colors: blue logo dirty and muddy) (80%), red, yellow and green. Try with the compose of blue, gold, white, Varied combinations between primary black and red with soft contrast colors with grayscale
Shape
90% of these logos use circle shape to construct the logo (geometric grid) No use of frames, borders or container. The logo stands out by itself – normally without the logotype besides (fit to mobile)
Imagery
The logo can be composed with the “S” initial from the name combined with “Sleipnir” horse. Strong, elegant, simple graphic Reflect it to make it target to right side.
Most identities stands out with the icon Can keep the circle shape but need to (mascot) illustrated logos blend it with the main element (the horse) The sphere shape resembled the world is or try to differentiate it from another logos. mostly used to emphasize the connectivity
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The chosen design from phase one will be applied to other applications of the company including; business cards, letterheads, stationery, folder and signage.
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Business Card: size: 2 x 3.5 Letterhead: size: 8.5 x 11 Envelope Size Folder with pocket Signage Application
Project 2
stationery & signage
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