√ THE BRAND
Visual Standards Guide
2017
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LAST.NET
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THE VISUAL STANDARD GUIDE
THE BRAND
“It is our choices, Harry, that show what we truly are, far more than our abilities.”
― J.K. Rowling, Harry Potter and the Chamber of Secrets
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LAST.NET
TABLE OF CONTENTS
THE VISUAL STANDARD GUIDE
Chapters
01
Last.net The Future
3 4
Logo Concept Logo Anatomy Logo Specifies Sizes Clear Space Dos And Dont’s Color Typography
8 10 14 15 16 18 20 22
OUR BRAND
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OUR LOOK
03
BRAND EXTENSIONS
Bra nd C ha rt Devis ion Lis ts Corpora te Divis ions Exte ns ions
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THE VISUAL STANDARD GUIDE
01
OUR BRAND
LAST.NET
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THE VISUAL STANDARDS GUIDE
LAST.NET
History
Change
Founded in the United Kingdom in 2002, in one room in Whitechapel, east London by Felix Miller, Martin Stiksel, Michael Breidenbruecker and Thomas Willomitzer, all of them from Germany or Austria. Around the similar time, computer science student Richard Jones created Audioscrobbler as a project when he was in the University of Southampton School of Electronics and Computer Science in the United Kingdom. Later, The Audioscrobbler and Last.fm teams began to work closely together, both teams moving into the same offices in Whitechapel, London, and by 2003 Last.fm was fully integrated with Audioscrobbler profiles. On 30 May 2007, it was announced that Last.fm had been bought by CBS for £140 million with Last.fm's current management team staying in place. By 2009, co-founder were all announced to leave Last.fm and handed over the business.
As the Last.fm business shrinking over the recent years due to the impact of music online streaming business, the company must change its current direction and expend itself into a more promising future. Last.fm could be so much more than what it is today. Quantified-self is becoming interested in by more and more people. Looking for new applications and services to track our daily activities and information is on trend. What Last.fm can tap into is the huge media consumption data collecting service, since everything is moved online. Rebranding is needed to capture the changing audience and the changing role of the company. Accordingly, the name would be changed into Last.net.
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LAST.NET
THE FUTURE
Opportunities Other than music, Last.fm could track TV shows, movies, books, radios, articles, Facebook, YouTube, even games, any human activities on smart devices that connected with the Internet. With all the information it collected, Last.fm could sell them to subscribers, or offer it with ads, and present it beautifully with infographics, to help users to visualize and potentially manage their media consumptions and a lot more. It helps people be smart of their choices, be benefited in the near future due to the bombarded information that coming from everywhere. Using its core service— data collecting, Last.fm is going to satisfy the growing needs of self-knowledge and making better choices. Last.fm is to change from
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tracking and recommending music to tracking everyday Online activities and offering thorough self-analysis. Through Online scrabbling devices, Last.fm could collect a 360 degrees of information around users, and offering them analyses, visualized, meaningful data. Using these data, user can gain a better understanding of themselves and see a clearer path to self-growing. Since the expanding of the scope, the company's name is going to be changed into Last.net, to better feature its ability through out the whole internet.
THE VISUAL STANDARDS GUIDE
Our Purpose Our mission is to help people taking advantages of their own data and making better choices in the increasingly chaotic world through the personal data tracking and scrobbling service.
“Choices are the hinges of destiny.”
—Edwin Markham
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LAST.NET
02
OUR NEW LOOK
THE VISUAL STANDARD GUIDE
LAST.NET
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THE VISUAL STANDARDS GUIDE
LOGO CONCEPT
The idea of using check box as the symbol of the potential logo was coming from the purpose of the brand. Last.net helps people make better decisions, and when people make decisions, they check boxes.
̏L˝is the initial of the company's name—Last.net. ̏√̋ Stands for the right decisions people will make after using Last.net's services. ̏ □ ̋is the visual representation of the decision-making behavior. Turquoise represents self-realization and is an aid in analytical thinking as well as creative energy. Lavender symbolizes devotion, and combined with turquoise form a cool futuristic and digital feel.
L + √ + □ =
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LAST.NET
LOGO ANATOMY
The Last.net logo should work across all media. You will choose logo depend on the environment in which the logo will be used. In order to express correctly according to the context, we created a system that contains different logo treatments and PANTON colors, as well as palettes of solid colors. The Last.net logo can be able to appear on packaging, the Web, prints, TV, Screen, or products. We provided an infinite logo choices to flexibly adapt the varies contexts.
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As the new direction of the company shifting from music data tracking to help with decision making, the new logo was designed with a sense of accomplish. Inspired by the check mark, then incorporated with the first letter “L�, the final logo appears like a check box, which reminds people of the right choices and hitting the goal.
THE VISUAL STANDARDS GUIDE
Logo Mark 5X
X
1 /2 X
√
L
5X
X
□
X
1 /2 X
L
3 & 1/2X
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THE VISUAL STANDARDS GUIDE
Word Mark The word mark was constructed on typeface Montserrat Bold. By adding curves on the edgy to mimic the characteristics of the logo. Mo nt se rra t B o l d
1 /4 X
X
X
X
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THE VISUAL STANDARDS GUIDE
LOGO SPECIFIES Use provided combination of color to best represent the essence of the brand and communicate coherently.
P MS 6 3 0 + P M S 271 5 + P M S 4 22
P r e f e r r e d Co l o rs Si ngl e
P r e f e r r e d Co l o rs Do ub l e
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Bla c k + PMS 4 22
R e ve rse d
SIZES Choose right logo variation depends on different sizes for the best branding results.
1 M
1 0 CM
5 CM
2 CM
1 CM
* 0 .5 CM *0.5 c m is the sma llest siz e
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CLEAR SPACE
Make sure to include an adequate space around the logo since it is an integrate part of the design.
Lo ck - u p # 1
X
X
X
3 /4 X 3 /4 X
Lo ck - u p #2
X
X
4 X
2 X
X
X 3/4 X
X 3/4 X
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Log o Ma r k
X
X
X
X
Wor d Ma r k
X X
X
X
X
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THE VISUAL STANDARDS GUIDE
DOS AND DONT’S
Something just don't work for our
brand. Please be aware of the logo violations, it is not a big crime, but it is a crime.
Dos
I f p o s s i bl e , cho o s e whi t e and na tu r a l
If w hite is not a v a i l a bl e , u se t he o ne wi t h whi t e
b ack gr o und fo r t he l o go .
a nd g r a y c ombina t i o n.
F o r s i n g l e co l o re d l o go s , choose d a r ker
Use bla c k a nd w hi t e c o m bi na t i o n fo r bl a c k a nd
b a ck gr o unds t o b o o st t he co ntr a st.
w hite f iles.
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Don'ts
D o n 't put l o go o n t o s i mila r c olor ed
Don't p ic k a c o l o r t ha t 's no t f ro m t he
b a ckgro unds
a ssig ned c ol o rs
D o n ' t ro t at e l o go i n any a ng le.
Don't d istor t a nd st re t c h l o g o i n a ny wa y
Do n't i nve rse t he l o g o c o l o rs
Do n't a d d d ro p sha d o w o r a ny spe c i a l t re a t m e nt
D o n ' t l e av e o ut any part of the log o
Ma ke su r e tha t wo rd m a rk a nd L+ √ a re
Do n't pu t t he l o g o o n a ve ry bu sy ba c kgr o un d
not the sma e c o l o r
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THE VISUAL STANDARDS GUIDE
COLOR
Play with color. Color tells us who we are and how we feel. It's an essential part of the brand. Use it right, color will bring a coherence and stylish look to the design. Take it to your advantage.
Primary Colors PMS 630
#88D0CB
Lo go c o l or 1
PMS 2715
Log o Color 2
PMS 422
#9FA1A1
Lo g o C o l o r 3
Supplementary Colors
Secondary Colors
C=70M=50Y=0K=0
C=70M=10Y=30K=0
C=60M=50Y=30K=0
#607FBF
#36ADB8
#787A90
PMS 7456
PMS 3258
PMS 5285
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#8A82D4
BLACK
50% BLACK
Varies colors and tones can be used on the Last.net brand communication and extensions. Except for the main colors, there are different sets of colors that generate different moods. They can be used individually or in pairs. * NO TE: t he l o go co l o rs will only be the p r i m ary co l o rs.
Warm Supplementary Colors
C=0M=80Y=60K=0
C=0M=10Y=70K=0
#F15F5C
#FFE065
PMS 2348
PMS 2003
Dark Supplementary Colors
C=90M=60Y=60K=50 C=65M=60Y=60K=35 #0a3a3d
#4f514e
PMS 2217
PMS 418
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THE VISUAL STANDARDS GUIDE
TYPOGRAPHY
In order to communicate simply and quickly, as well as convey a digital feeling, we chose Montserrat as our primary typeface. Choosing from a combination of weights, you are able be create a consistent, clear, futuristic look of the Last.net brand. For the body typeface we chose Georgia for it matches perfectly with Montserrat.
Montserrat R eg u la r
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Med iu m
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz SemiBold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Georgia R eg u la r
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Ita lic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
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F i g ure s and G l yphs
+ 0 &!?:* 123 456789 ∞012 3456 7890” 12345 678 “90/≈ ≠∞▽ ◀∆ 23
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THE VISUAL STANDARD GUIDE
03
BRAND EXTENSIONS
LAST.NET
THE VISUAL STANDARDS GUIDE
BRAND CHART
The new brand contains 3 different essence, Connect, Educate and Empower. Within these essences, our services and products expanded to new fields and bigger scopes.
■ Connect □ La st .so c i a l □ La st .we b □ H i g h- T e c h I nt e ra c t i ve S pa c e
■ Educate □ La st .d i g i f re e □ La st .t ra ve l
□ La st.lea r ning
□ La st .t o pi c
□ La st.g r ow
□ La st .f o o d i e
■ Empower
□ La st .e c o □ La st .f i na nc e
□ La st.thea ter □ La st.f a shion □ La st.stor e
□ La st .he a l t h □ La st .a rt
□ Last .s ho pping □ Last .e xe rcise □ Last .act i v ities
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DIVISION LISTS
Digital Applications □ Last.web □ Last.exercise □ Last.finance □ Last.travel □ Last.health □ Last.art □ Last.topic □ Last.foodie □ Last.learning
Beyond music industry, Last.net now is able to build a world that covers a large among of physical and digital services in people's lives.
From digital applications to Social media to facilities, Last.net is aiming to facilitate people with data making better choices.
Social Media
Facilities
□ Last.activities □ Last.social □ Last.fashion □ Last.shopping □ Last.grow
□H igh-Tech
Interactive Space
□ Last.theater □ Last.store □ Last.digifree □ Last.eco
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THE VISUAL STANDARDS GUIDE
CORPORATE DIVISIONS Digital Applications Last.web Browsing Histories Organizer
Travel manager
We often get lost in our searching histories. It takes us ages to find a website that we couldn’t remember. Last.web collect every piece of traces we went to in our browser and put them into a simple timeline, sort them into different categorizes, and finally analyze them and make charts and graphics to show us what are we doing all the time. Is it Youtube? Or is it Netflix that ate the most of our times? You will find out.
For people who travels a lot, whether it’s for work or for fun, manganese’s of them would record the details on the way. How much was the cost? Which airline it was? How was the experience? What’s left for the next time? Where did they go? Food? Recipe for that exotic food?…Last.travel gets all that covered. Make a travel journal+album while on the way for users, and make them a real journal+album on the website and also printed once back home, is our goal. Location, mileage, spending, people they met on the way, food they enjoyed, music they danced with, will be all packed inside of their Last.travel page. More then this, all the information will also be charted and analyzed for the future amazing trips.
P r o d uct
Last.exercise Work out tracking system This service is aimed to help users track their work out details and routines so that they can make solid exercise plans to achieve the goals. Co-work with gyms and tracking devices, Last.excercise is able to accurately record the work out process, heart rate, duration etc. and generate reports for every work out, also, come up with solid plan according to individuality. S e r v ice / Co -b randi ng
Last.finance Personal financial manager It allows users to manage all the possession in and out in one place. User could monitor their house’s market value, stocks, savings, credit card informations, manage their monthly subscriptions, investments, and get a clear perspective of their daily, monthly, yearly spends. S e r v ice /P ro duct /Co -b rand ing
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Last.travel
S e rvi c e /C o - bra nd i ng
Last.health Body climate report Last.health is the full-body health tracking system for everyone, infant, adult, or senior. It tracks diet habit, bowl movement, illness histories, realtime blood sugars, BMR, BMI…etc. to help users gain a well-rounded perspective of their own body. Work hospitals and doctors, Last.health could provide a thorough health report for users to navigate through the illnesses and formulate a suitable lifestyles. ( S e rvi c e /C o - bra nd i ng /Pro d u c t )
Last.art Personal Art work collection This service allows users to collect all the movies, musics, art works, books, they have watched, read or observed, and build a personal taste database. The system then is able to recommend new works to the user according to the past favorites. Also, it allows users to analyze themselves by looking at the infographic they have generated on the site. Se rv i ce
Last.topic Easy research organizers With the convenience of the internet, more and more people doing researches online. People read through tons of articles and comments about the same topic, and it’s a pain to collect everyone of them. Last.topic allows users to collect and categorize every piece of information they find online and offline, and organize them into topics, themes, assignments, conferences, studies etc. The media can be all sorts, video, articles, audios, notes and pictures. People can gain a comprehended and clear view on their researches. P ro duct
Last.foodie Tracks the restaurant and recipes for the food fanatics For a professional foodie, one thing they have to track is the food they eat everyday. Last.foodie comes in handy. It works with Yelp and FoodNetwork in order to help user to build their own ultimate food bible. You are what you eat. Last. foodie offers a platform for people collect their favorite tastes. Spices, fresh materials, recipes and cooking tips will be recommended at their best interests, saving users time and effort for finding their absolutely favorite. C o - bra nd i ng / S e rvi c e / pro d u c t
Last.learning Study Helper Last.learning helps students, working professional to make plans on learning new skills and knowledges. Build-in step by step learning system covered all subjects for anyone further develop themselves. It also works with schools and institutions to check the progress of the degrees and learning. It allows to cultivate personal learning curve and set up tangible milestones to enhance the learning. Ed u c a t i o n/S e rvi c e
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THE VISUAL STANDARDS GUIDE
Social Media Last.activities
Last.fashion
Leisure activities collecting
Personal fashion styles manage book
Last.activities allows users to collect and track all their favorite activities in their leisure time. From a BBQ event to a family hiking, users can pin point the location, people, duration, fun rates, spends and thoughts on the activities, and look at them by interesting infographics. And according to the past activities they enjoyed, users would be recommended with other new and fun activities that tailored just for their tastes.
For people who have bought the same pants over and over again, Last.fashion let people to track their own clothes and categorize them into different styles, functions, weathers, occasions, and favorites. So that people can easily manage their daily styles, and never feel headaches again when they match clothes in the morning. S er v ice
S er vice
Last.social Private event organizer Use Last.social, people can official move their social life “online” and into records. From now on. special occasions won’t just be a Facebook page, it will include everything for people to remember. Time, cost, people, occasions, food intake, alcohol intake, pictures, musics, videos, everything could be tagged into your Last.social page. Also, you can continue the social life with your friends on Last. social by allowing comments and conversations on the memories you built together. Users then can have a overlook of his/her social life and choose which occasions to attend and which ones to miss. E x p erie n ce
Last.shopping Shopping recorder This shopping record system helps users to record their own online shopping histories. After analyzing types of shopping and habits, the system will generate and visualize charts and graphics to show the types of products, costs, and satisfaction of the purchases. By this way, users can easily manage their shopping information and plan for the future purchases. S er v ice
Last.grow Life Coach Last.grow helps with personal goal achieving. By tracking and analyzing personal habits, Last.grow is working as a coach, help users to make new plans and creating new habits in orders to improve their life. S er v ice
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Facilities High-Tech Interactive Space
Last.digifree
Last.net new product test and experience
A digital-detox helper
This is an interactive space where people can experience and interact the newest tracking technology and help the researcher to test the new products. It’s an exhibition room contains a series of newly developed machines that opens to the public, and meanwhile test out the functions and collect usage data.
If someone wants to limit the digital device consumption, Last.digifree is where they go. It tracks the total time for one’s digital screen fixation, and smartly map out the occasions and times which people can avoid the usage of the digital devices. It also alerts people when to take a break from the screen, and suggest a fun healthy replacement for that moment.
Environ me n t / Ex perience
Last.theater A theater plays personal documentaries. It’s not a regular theater, and people go there not to watch other people’s stories, but their own. Last. theater turns all the collected information of the user from Last.net, into a mini “movie” which is only about them. The “theater" can take up to 500 people for all sorts of events including birthday, wedding, funeral, festival, etc… while the “movie" is playing, seats, tables, foods and drinks are also provided for the occasions. Environ me n t / Ex perience
S er v i ce
Last.eco Waste Tracker To protect the environment, Last.eco helps everybody to play their fare share on the issue. By tracking the waste, CO2, and footprints we have generate in our daily lives, people will be reminded of the consequences of the life style they are living in, and offer them a eco-friendly, doable substitution to make a difference. As a result, more people will shift to a water-saving, plastic-eliminating, eco-friendly, organic life style. Env i r o nm ent / ser v ice
Last.store Physical Last.net store Last.net incorporate lots of high-technologies to achieve the ideal performance. In the Last.store, we carry many tracking devices, signal generators, wearable pieces etc. that works well with Last. net services and softwares. Users can interact with the products and try out devices and make purchases. We also offer the instruction site to help people to learn how to use them and take the most advantage. Environ me n t
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LAST.NET
HIGH-TECH INTERACTION SPACE F a ci l it i e s
Last.net new product test and experience
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THE VISUAL STANDARDS GUIDE
This is an interactive space where people can experience and interact with the newest tracking technology and help the researcher to test the new products.
It’s exhibition room contains a series of newly developed machines that is open to the public, while testing out the functions and collecting usage data.
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LAST.NET
Last.shopping
Personal shopping records
This shopping record system helps users to record their own online shopping histories. After analyzing types of shopping and habits, the system will generate and visualize charts and graphics to show the types of products, costs, and satisfaction of the purchases.Â
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THE VISUAL STANDARDS GUIDE
By this way, users can easily manage their shopping information and plan for the future purchases.
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THE VISUAL STANDARDS GUIDE
This service is aimed to help users track their work out details and routines so that they can make solid exercise plans to achieve the goals.
Working with gyms and tracking devices, Last.excercise is able to accurately record the work out process, heart rate, duration etc. and generate reports for every work out, as well as come up with solid plan according to individual needs.
LAST. EXCERCISE
Work out tracking system
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Last.digifree
A digital-detox helper If someone wants to limit the digital device consumption, Last. digifree is where they go. It tracks the total time for one’s digital screen fixation, and smartly map out the occasions and times which people can avoid the usage of the digital devices. It also alerts people when to take a break from the screen, and suggest a fun healthy replacement for that moment.
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THE VISUAL STANDARDS GUIDE
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THE VISUAL STANDARDS GUIDE
Last.travel
Travel manager
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For people who travels a lot, whether it’s for work or for fun, manganese’s of them would record the details on the way. How much was the cost? Which airline it was? How was the experience? What’s left for the next time? Where did they go? Food? Recipe for that exotic food?
Last.travel gets all that covered. Make a travel journal+album while on the way for users, and make them a real journal+album on the website and also printed once back home, is our goal. Location, mileage, spending, people they met on the way, food they enjoyed, music they danced with, will be all packed inside of their Last.travel page.
More then this, all the information will also be charted and analyzed for the future amazing trips.
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LAST.NET
Last.foodie
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THE VISUAL STANDARDS GUIDE
Tracks the restaurant and recipes for the food fanatics.
For a professional foodie, one thing they have to track is the food they eat everyday. Last.foodie comes in handy. It works with Yelp and FoodNetwork in order to help user to build their own ultimate food bible. You are what you eat. L.Foodie offers a platform for people collect their favorite tastes. Spices, fresh materials, recipes and cooking tips will be recommended at their best interests, saving users time and effort for finding their absolutely favorite.
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LAST.NET
Last.fashion
Personal fashion styles manage book
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For people who have bought the same pants over and over again, Last.fashion let people to track their own clothes and categorize them into different styles, functions, weathers, occasions, and favorites. So that people can easily manage their daily styles, and never feel headaches again when they match clothes in the morning.
THE VISUAL STANDARDS GUIDE
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LAST.NET
Last.social
Private event organizer
Use Last.social, people can official move their social life “online” and into records. From now on, special occasions won’t just be a Facebook page, it will include everything for people to remember. Time, cost, people, occasions, food intake, alcohol intake, pictures, musics, videos, everything could be tagged into your Last. social page. Also, you can continue the social life with your friends on Last. social by allowing comments and conversations on the memories you built together. Users then can have a overlook of his/her social life and choose which occasions to attend and which ones to miss.
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THE VISUAL STANDARDS GUIDE
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Last.grow
Life CoachÂ
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Last.grow helps with personal goal achieving. By tracking and analyzing personal habits, Last.grow is working as a coach, help users to make new plans and creating new habits in orders to improve their life.
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