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TABLE OF CONTENTS
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VISUAL ANALYSIS THE OLD MARK
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THE KEY CONCEPT
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LOGO RESEARCH
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NEW VISUAL CONCEPT INITIAL EXPLORATION
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REFINED SKETCHES
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FINAL REFINEMENTS
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DIGITAL SKETCHES
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FINAL VISUAL DEVELOPMENT LOOK ALIKE LOGOS
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TYPOGRAPHY EXPLORATION
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VISUAL ANALYSIS THE OLD MARK THE KEY CONCEPT LOGO RESEARCH
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THE OLD MARK We need to analyze and understand the design of the past logo before developing a new identity for Wrangler. The old Wrangler logo features the brand’s name by using typeface only. A previous one used rope to express the spirit of Western America, it spelling out Wrangler in rope, without a symbol. The blue and yellow colors of the logotype are both primary colors and they add a loud and bold feeling. The boldness of the typeface express a solid feeling and roundness gives a friendly feeling. The new Wrangler logo is based on our mission, which is to help individuals tap their genuine strength while encouraging them to take challenges in life. We will focus more on the genuineness and strength of Wrangler.
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THE KEY CONCEPT We are going to move on to the next step of visual development, which is researching and brainstorming. There are three keywords that highlight our future direction and help to explore the new visual system for Wrangler. We chose the black panther as a symbol to represent the spirit of Wrangler, and applied the concepts of the three keywords to a powerful and meaningful mark.
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LOGO RESEARCH It’s necessary to understand our competitors’ concept and logos. Through logo research, we can get their overall concept and avoid similarity with other brands and make sure our brand logo is unique and impressive. After researching, we found most of our competitors use only typeface. It’s a good idea to add a symbol to help us stand out.
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NEW VISUAL CONCEPT INITIAL EXPLORATION REFINED SKETCHES FINAL REFINEMENTS DIGITAL SKETCHES
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INITIAL EXPLORATION CAMP NO.1 / GENUINE There are three keywords representing three ideas that reflect the soul of Wrangler, which are Genuine, Courage and Independence. When we thought about “Genuine”, we came up with “not fake”,”real” and “do things that say ‘ I am’ ”. We used the symbol of the cowboy and Western America, which are rope, horseshoes, bells. Then we combined them with the letter “W”. Sketching revealed the ideas to be too cowboy and that wasn’t really what we wanted.
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INITIAL EXPLORATION CAMP NO.2 / COURAGE The word “Courage” relates to solid, overcome, strength, challenges, etc. We started from these words and came up with elements like bricks, rocks, mountains, triangles, arrows, diamonds. We tried to combine them with “ W”, but they lacked meaning.
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Wrangler won’t be a company that sells jeans anymore, so don’t use WJ as initials.
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INITIAL EXPLORATION CAMP NO.3 / INDEPENDENT The idea of independent comes from animals. Eagles, horses, and buffalos are animals we explored because they are wild and full of power. We also tried to combine them with “W” After sketching out all these three directions, We decide to give up on the “W” because it limited our exploration.
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REFINED SKETCHES CHOSEN CAMP / COURAGE We gave up the letter “W� in the logo, we researched other animals that would fit our soul. We were excited to find the black panther as a symbol of strength that also represented living honestly and authentically. Another direction considered was to show achievement and obstacles, so the idea of stairs was used to sketch this out.
Combines the idea of a diamond and black panther to show strength and solidity.
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FINAL REFINEMENTS CHOSEN CAMP / COURAGE Black panther with mouth open showing the canine teeth, with adds more power and strength.
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DIGITAL SKETCHES
When it shows the whole face it become too specific and looks like a pitbull dog.
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FINAL VISUAL DEVELOPMENT LOOK ALIKE LOGOS TYPOGRAPHY EXPLORATION FINAL LOGO
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LOOK A LIKE LOGOS We decided to use the black panther as a symbol for Wrangler. We checked other designs also using black panthers to give us some inspiration and also help us avoid the similarity. After researching, we found black panther had been using a lot as a symbol in the sports field, and most of them are illustrations. We also looked into brands which use animals as symbols.
The Drury Panthers are the athletic teams that represent Drury University, located in Springfield, Missouri, in NCAA Division II intercollegiate sports. The Panthers compete as members of the Great Lakes Valley Conference for all 18 varsity sports.
The Carolina Panthers are a professional American football team based in Charlotte, North Carolina. The Panthers compete in the National Football League, as a member club of the league’s National Football Conference South division.
The York College Panthers compete at the varsity level as part of the National Association of Intercollegiate Athletics Division II. The college is a member of the Kansas Collegiate Athletic Conference.
Panther Island Pavilion is a picturesque venue located on the Trinity River in Fort Worth. They are the go-to venue in DFW for exciting outdoor concerts, festivals and adventure runs.
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Slazenger is a British sporting goods manufacturer which concentrates on racket sports including tennis, golf, cricket and hockey. Founded in 1881, it is one of the oldest surviving sporting brand names.
ANTERA name derives from the latin ante era and means “the timeahead “ and it is well known for high quality and unique designs and has been able to stay up with the highest standards, earning a distinguished and respectable name in the wheels market.
The Black Panther kickboxing club, which is based in the Brookfield area of Tallaght, was founded in May 1993 by Norman Kelly. The club, which once counted a young Robbie Keane among its members, is proud of the fact that it has produced many great fighters over the years.
Arctic Cat is a North American manufacturer of snowmobiles and all-terrain vehicles, and it was formed in 1960. The company designs, engineers, manufactures and markets all-terrain vehicles, snowmobiles, as well as related parts, garments and accessories.
Big Cat Rescue is an animal sanctuary near Tampa, Florida, United States, devoted to rescuing and housing exotic felines, rehabilitating injured or orphaned native wild cats, and ending the private trade and ownership of exotic cats via educational outreach and legislation.
Brave is a free and open-source web browser based on the Chromium web browser and its Blink engine, announced by the co-founder of the Mozilla Project and creator of JavaScript, Brendan Eich.
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LOOK A LIKE LOGOS
Jaguar is the luxury vehicle brand of Jaguar Land Rover, a British multinational car manufacturer with its headquarters in Whitley, Coventry, England, owned by the Indian company Tata Motors since 2008.
The ING Group is a Dutch multinational banking and financial services corporation headquartered in Amsterdam. The orange lion on ING’s logo alludes to the Group’s Dutch origins under the House of Orange-Nassau.
The Florida Panthers are a professional ice hockey team based in the Miami metropolitan area.The team’s local broadcasting rights has been held by Fox Sports Florida since 1996.
PUMA SE, branded as PUMA,was founded in 1948 by Rudolf Dassler. It’s a German multinational company that designs and manufactures athletic and casual footwear, apparel and accessories.PUMA is the third largest sportswear manufacturer in the world.
Lion’s Share Sports Group, LLC, is a global, full-service sport-representation and marketing group that services the needs of elite professional athletes.
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Founded by two American animal activists who love every creature placed on earth recently founded Endangered Apparel. They plan to help endangered species while distributing high quality apparel.
Cub Studio is a Motion Graphic & Animation studio specialising in creating adverts, promotional, broadcast and branded content. They are based in London and have clients ranging from start ups to global corporations.
The Cystic Fibrosis Foundation is a non-profit organization in the United States established to provide the means to cure and control cystic fibrosis.
Beginning as a grassroots, family endeavor, the company benefitted from other talented Connecticut craftspeople. The team developed an innovative solution for temporary stairs that would be safe, economical, easy to use and environmentally sound.
Adidas is a German multinational corporation, headquartered in Herzogenaurach, Bavaria, that designs and manufactures shoes, clothing and accessories. It is the largest sportswear manufacturer in Europe, and the second largest in the world.
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TYPOGRAPHY EXPLORATION For this step, we start to develop typography to match the logo has been decided. The chosen font is Telegrafico cause this font is bold, solid,clean and the has sharp angle and this what we need.
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FINAL LOGO For this step, we start to develop typography to match the logo has been decided. The chosen font is Telegrafico cause this font is bold, solid,clean and the has sharp angle and this what we need.
DIMOND
BLACK PANTHER
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“To be a genuine individualist requires a great deal of strength and courage.“ — Toller Cranston A Canadian figure skater and painter
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COPYRIGHT © 2017 MENG JYE(AVIIZ) LEE All contents for Visual Development Guide was collected, written and designed by MENG JYE(AVIIZ) LEE This book is a non-commercial project for education purpose and is not intended to represent the Wrangler brand. PRINT AND BIND Blurb DESIGN MENG JYE(AVIIZ) LEE
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