BRAND
EXTENSION
Why National Geographic? People at National Geographic are storytellers and explorers who traverse more and more in order to share the beauty of the Earth to the rest of the world. We Chose National Geographic because of its simplicity and the brand consistency that they have maintained. Following a similar style to their theme would show better consistency for our assignment.
Target Audience We aimed at a target audience of people who regularly come to the office be it the employees or any young and old visitors. The target audience are people who like to travel and explore as well as are inclined towards business.
What we made We extensively collected images and studied the visual style of National Geographic so as to create Environmental Graphics with better relevance. We then matched multiple images which resembled in order to make them appear from the same place. Each image we altered has a similar visual language. Primarily, we added patterns of contours on the floors and walls of all the images. These contours are topographic patterns which are to signify the exploratory nature of the brand.
What we made We later maintained consistency of the brand's yellow rectangular visual style. Every signage and Graphic installed has this element repeated in some way or the other. We installed the logo of National Geographic in Bold 3D in the reception area. Another variant of the logo was installed on the desk but without the text. These logos are visible right when entering the building. We also installed a signage in the reception pointing towards what we considered primary and to be pointed at. The arrangement of this was done according to its relevance in the location.
What we made Each door in the building has a signage installed: labelling it according to what the location is. The signage is most prominently displayed on the door of the presentation room. Many rooms have been installed with images and quotes to motivate the desk employees to work better. Most furniture and seatings have been color coded according to the brand. All of the signages have contour patterns embossed on it to maintain consistency. We minimized labelling areas to ease the understanding of the environment.
Planned Materials Reception Area: The reception area has a national geographic logo with moss on the background and will be made of acrylic because if we used any metal, it would corrode due to regularly watering the moss on the background. The wayfinding signage at the reception area would be made out of ACP because it is prone to human contact therefore making it scratch proof. The rectangle logo on the reception desk is to be made out of acrylic as well. The contour on the floor also has an etched texture.
Planned Materials Lobby Area: The quote is painted on the wall, and the wayfinding signage is made out of of ACP as well. The floor here also has the contour pattern etched on it to maintain the consistency. Media room: The logo on the back wall is painted but the signage on the door is planned to be made out of acrylic. The contour appears again.
Planned Materials Cubicle Area: The cubicle area has a man resting in a cuboidal seat which is painted yellow on the outside to maintain consistency. The signage of the washroom is made out of ACP as well and colored yellow for better visibility and consistency.
Shaunak Datar Jaitish Sahni Ullas R Bhat