CO NTENTS
The Visual Development Guide 1
P O L ARO I D
2
TH E VI S UAL D E VELO PM ENT G U I D E
The Visual Development Guide
3
P O L ARO I D
4
TH E VI S UAL D E VELO PM ENT G U I D E
CO NTENTS
Polaroid is willing to introduced our new instant concept. The objective of future Polaroid is to to provide possiblities for people to use their power and creativites to enrich their life experience.
5
P O L ARO I D
01
6
TH E VI S UAL D E VELO PM ENT G U I D E
Visual Analysis The Old Mark
08
New Concept
10
Logo Research
12
Similar Logos
14
CO NTENTS
02
Identity Development Logo Sketches
18
Digital Skecthes
26
Finalization
32
7
P O L ARO I D
TH E VI S UAL D E VELO PM ENT G U I D E
01
8
Visual Analysis
THE OLD MARK
LOGO RESEARCH
NEW CONCEPT
SIMILAR LOGOS
9
P O L ARO I D
TH E VI S UAL D E VELO PM ENT G U I D E
THE OLD MARK Before developing a new portrayal of Polaroid, I look at its past design. I did a bit of internet searching because I wanted to nail down the designer/designers responsible for the existing Polaroid logo design. I found one of those branding treasure feasts that one stumbles on from time-to-time.
10
VI S UAL ANA LYS I S
Ian Hex Google +'ed it after finding Polaroid Branding featured on AisleOne, and then from there to here. As well as many graphical images to perv over there is a fun piece detailing how Alf Lenni pointed out the similarities between the original Polaroid color stripe system, and the logo from a new kid-on-the-block called Apple from Cupertino, California.
11
P O L ARO I D
TH E VI S UAL D E VELO PM ENT G U I D E
NEW CONCEPT The next step of the visual development is to research and brainstorming. There are three main ideas which highlight our future direction and help to explore new visual system that fit our soul and mission. We intend to use Letter “P� as a symbol to represent Polaroid, and apply the three ideas to the letter as a combination to present a meaningful and provoking mark.
12
VI S UAL ANA LYS I S
CAMP 01
Instant
CONCEPT
ELEMENTS
• Short and impressive monment
• • • • •
CONCEPT
ELEMENTS
• Exchange; • To give a part of something, • To enjoy or assume something in common
• • • • • •
CONCEPT
ELEMENTS
• Something remeebered from th past
• • • • •
Meteor Eye Rainbow Dots lines
CAMP 02
Sharing
Hands People Butterfly Heart Bird Circle
COMP 03
Memory
Koala Elephant Stars Flower Tree
13
P O L ARO I D
TH E VI S UAL D E VELO PM ENT G U I D E
LOGO RESEARCH A brand’s mark should be unique and standout from the competitor’s designs in the world. Through logo research, we will visually understand the overall concept and visual language from the other brand and avoid the similarity.
14
VI S UAL ANA LYS I S
After researching competitors logos, we can see their logos are simple, clean and strong. We need to get rid of complexity in the logo design.
15
P O L ARO I D
TH E VI S UAL D E VELO PM ENT G U I D E
SIMILAR LOGOS We intend to use letter “P� on the logo to represent Polaroid. We want to look into other design that help us bring inspiration and at the same time avoid any similarity to our logo.
16
VI S UAL ANA LYS I S
17
P O L ARO I D
TH E VI S UAL D E VELO PM ENT G U I D E
02
18
Identity Development
LOGO SKETCHES DIGITAL SKETCHES FINALIZATION
19
P O L ARO I D
TH E VI S UAL D E VELO PM ENT G U I D E
LOGO SKETCHES Dots and circles has more potential to convey the feeling of instant.
20
I D ENTIT Y D E VELO PM ENT
CAMP 01_INSTANT The spiral triangles have the feeling of instant.
21
P O L ARO I D
TH E VI S UAL D E VELO PM ENT G U I D E
LOGO SKETCHES Sharing is connecting and exchange.
22
I D ENTIT Y D E VELO PM ENT
CAMP 02_SHARING
23
P O L ARO I D
TH E VI S UAL D E VELO PM ENT G U I D E
LOGO SKETCHES Memory is something remembered from the past or a recollection.
24
I D ENTIT Y D E VELO PM ENT
CAMP 03_MEMORY
25
P O L ARO I D
TH E VI S UAL D E VELO PM ENT G U I D E
LOGO SKETCHES Explore more of the letter. Tried to use squares and circles to create a unique P logo.
Need to think what in the box and the weight the square.
26
I D ENTIT Y D E VELO PM ENT
27
P O L ARO I D
TH E VI S UAL D E VELO PM ENT G U I D E
DIGITAL SKETCHES After sketched by hand and get some ideas. Digital sketches give a general look for the brand.
28
I D ENTIT Y D E VELO PM ENT
29
P O L ARO I D
TH E VI S UAL D E VELO PM ENT G U I D E
DIGITAL SKETCHES This the second round of digital sketches.
Polaroid
30
I D ENTIT Y D E VELO PM ENT
This one has two P interact together. It’s qute and goes with Polaroid mission.
31
P O L ARO I D
TH E VI S UAL D E VELO PM ENT G U I D E
DIGITAL SKETCHES More explorations on the one that works best from the digital sketches.
32
I D ENTIT Y D E VELO PM ENT
It’s more balanced when the lines are shorter.
33
P O L ARO I D
TH E VI S UAL D E VELO PM ENT G U I D E
DIGITAL SKETCHES When the direction of symbolic logo is comfirmed, it’s time to explore workmark.
It can be lower case.
The logo is lacking contrast with the wordmark.
34
I D ENTIT Y D E VELO PM ENT
All caps type looks more balanced, but the lower case is more friendly for Polaroid’s style.
35
P O L ARO I D
TH E VI S UAL D E VELO PM ENT G U I D E
FINALIZATION The next step is to make the logo complete.
Same size circles
36
I D ENTIT Y D E VELO PM ENT
Get the idea from the round logo, the workmark is created with circles. It gose with the logo very well.
37
Copyright Š 2017 Binbin Chen All rights reserved Printed and bound in United States of America Designed & concept / Binbin Chen Copy & Editing / Binbin Chen Typeface: Gotham, Gotham Rounded This book was created as part of a project for Academy of Art University 79 New Montgomery Street, San Francisco, CA School of Graphic Design Nature of Identity / Spring 2017 Instructor / Hunter Wimmer
CO NTENTS
39
P O L ARO I D
40
TH E VI S UAL D E VELO PM ENT G U I D E