Caleb Anderson Jones
Zukas Cycles Identity
Step One: Define Problem Any company small or large would wants to be recognizable in the given industry. Any company that is not recognizable is less likely to be successful. Designing the company face for Zukas Cycles, that being its identity system, has been be the design problem and the focus of the work presented in this volume of processes work. Zukas Cycles is a small one-man operation, custom bicycle frame builder. Due to the small nature of his company, some liberties may need to be taken to hypothetically expand the company to encompass more than just custom frames in order to fully flesh out an identity system.
4
5
Step Two: Research My primary resources for this project is my deep personal knowledge of the cycling industry due to my high interest in cycling and bicycles, an interview with a local Athens bike shop business owner, Jimmy Marbut, Owner of Sunshine Cycles, and a creative brief with Nate Zukas, owner and namesake of Zukas Cycles. Other resources and inspiration include similar identity projects and well designed bike identities that I have become familiar with over the past few years. These include Hoejmark Cycles identity project by Ineo Designlab, the Archie Wilkinson Cycle Speedway Equipment company, and Urban Cycling, a graphic design MFA project publication. Note on Creative Brief: The functional use of the Creative Brief is unfortunately underused due to the scope and time frame of the project parameters However the Creative Brief in itself was still useful as a learning experience for customer interaction. Admittedly the Creative Brief was intended to be the foundation and guide for the design processes but during the iterations of design, deviations from the suggestions in the brief were made.
6
Key Excerpts from the Creative Brief with Nate Zukas Answers to the brief questions are from myself and Nate Zukas. Identity Appearance: Provide descriptive words for how Zukas wants to view a Logo or logotype and name. (strong, angular, solid, conservative, simple, clean, contemporary… etc.) (describing what Zukas already has here, and assuming you may like to keep these elements, maintaining the feel of the old look) Strong, Bold, Solid, Simple. Furthermore, the designers personal style would like to reflect simplicity, clean design (uncrowded space) easy to read, with a touch of flair in the details for instance a modern serif-ed ‘Z’ that has a high contrast of thick and thin with in the letter form, would pair nicely with a sans-serif (no feet) typeface. Color Pallet: are there any must have colors, or any colors strictly against, or specific color feelings? (earthy, neutral, vibrant?) Contemporary. Flashy perhaps (based on what the designer has seen looking at Zukas bikes) A design idea is that the color could be more representative of something, Perhaps racing or leisure. Research has already begun looking at color schemes based on old classic auto racing (like pre–commercialism auto racing.) Can Zukas suggest any Identity or graphic systems that you find compelling or particularly to your liking? http://ineo.dk/case/hoejmark-cycles/ This is a precedent found by the designer for this type of work, (an identity or brand system) I personally am rather fond of this particular work but I do not think much of the design elements here are as applicable to your company. I’m not trying to copy this work, but build a representation and visual reputation that speaks its own name (The Zukas name). The Zukas Brand is representing a feeling closer to Surly Bikes rather than Specialized Bikes. Logo-mark (the image or pictogram rather than the words), what does the logo-mark stand for what is imagery connotation? The rabbit imagery is connotative of speed and agility which is appropriate to bike handling and riding. It can be helpful to keep the rabbit concept although it may need to be re-imagined to be more cohesive with the rest of the design identity.
7
Key Excerpts from the Creative Brief with Nate Zukas Photography: What about photography in your promotional material? Yes, displaying the fine frames. What are descriptive words for how Zukas wants to see this photography? Fashionable (for instance fashion photography has emphasis on the clothing rather than peripheral elements of the photograph yet are not just blank and stale photographs clothes.) Fun and enjoyable. Utilitarian as in showing the utilitarian use of the product. Provide examples of photography you like? Simple black or white backgrounds with the bikes… focus on the bikes… obvious. Some lifestyle images are cool. Promotional Strategy: Strategy (promotional strategy) What does the business need more business card or apparel? Web presence (including photography) and Apparel may be more useful in the industry, to promote your product rather than “professional” (like a law firm) business cards. However business cards can still be useful. Other useful items would be stickers and cycling water bottle application. Team jerseys are ideal for community building and giving the customers a sense of ownership to the company. Company Loyalty is helpful in building the Co. A store Look–book is a good idea for a one-off production (not like a mail out catalogue). Social Media is huge. What are the ideas, concepts, slogans, or other material Zukas would like to see in their advertisements? Handmade? Custom built? Uniqueness? Service? Quality? What is the context Zukas envisions using your identity and word mark or logo? (singe, T–shirts, business cards, web, print materials?) Head–badge. Down tube. T–shirts. Web-presence. Signage / posters for events such as North American Handmade Bike Show. Promotional poster are always just cool to have. Stationary and / or paper materials (i.e. order forms etc.)
8
9
Step Three: Design
10
11
12
13
14
15
Logotype and Icon After deliberating with several ideas including a stand alone “Z,� I took to the bold faced font style for the logotype due to its simple and strong forms supplemented by a more delicate subtext. The bike bunny as it is affectionately called was redeveloped after its original use* for the Zukas namesake however made to be a more centered icon rather than really horizontal.
C
*The original Zukas bike bunny.
16
C Y C
L
C Y C
E S
L
E
S
17
Color The initial color research began looking at bold color schemes that I pulled from vintage race car photography; I was hoping to convey the ideas of speed. The original first pallet was a several shades of burgundy and neutral grays, while later I experimented with blues, tans and dark reds in various combinations. The first breakthrough is what is seen here to the right. The idea was the neutral colors were to be consistent over the whole brand while each bright color would be representative of a specific sub-level identity.
18
19
Photos The original photography I explored for the Zukas identity was found photography from the Zukas Shop flicker. I selected these images for how they displayed the raw materials showing the basic foundation of frame building. To give them
20
21
Step Four: Refine Revised Logotype and Icon After a mid point critique it was determined that the soft bike bunny did not match the hard edged “Zukas” logotype; A glaring issue with the logotype was the gigantic space between the ‘S’ (which was a reversed ‘Z’) and the ‘A’ at the end of the word.
C Y C L E S 22
C Y C L E S 23
24
25
Type Choices After initially using Gotham Black as a foundation for the original logotype, I choose to use Gotham in the copy type as well. Book and Black were the choicest options for heading and copy. To add flair I wanted a serifed or semi-serifed font that maintained simplicity for alternate heading, perhaps sub-headings. Museo 300 and 700 I felt maintained simplicity while pairing well with Gotham. Other options I explored in selecting the type was Biko and Archer for similar qualities.
Zukas Zukas
Zukas Zukas
Zuka Zuka 26
Zuka Zuka
s Handmade Cycles s Handmade Cycles
s Handmade Cycles s Handmade Cycles
as Handmade Cycles as Handmade Cycles
as Handmade Cycles as Handmade Cycles
Gotham Black and Gotham Book
Museo 700 and 300
Archer Bold and Book
Biko Bold and Book
27
Step Five: Finalize Redefine the Problem The solution to the original problem has been to generate a cohesive system of representation via consistent color and type,and an icon and logotype. Also to define how items like photos etc. are to be used in the context of the brand. However at some point (for the purpose of this project) I must redefine the problem and ask: how is the best way to display and represent this brand for a small exhibition?
Solution After deliberating with some lofty ideas of creating a mini shop for the brand to express itself in; the most viable option, playing to my strengths and practical considerations (time, ability to execute, etc.) was to simply work out a poster campaign and supplement that with a brand or identity booklet. These would include new elements for the brand such as vector imagery, photography, and a campaign central idea.
28
29
Final Logotype and Icon
30
31
Final Color It was determined later that the original set of colors I had reached in my first breakthrough was too garish and flashy. I felt this was an appropriate critique due to the nature of the company that Nate Zukas had expressed in the Creative Brief. I altered the colors I had slightly while dropping completely the florescent set of chartreuse and pink as well as darkest gray / almost black. Also an addition of a dark olive green was added as it became a strong found color that worked well with the neutral pallet, balanced the brightness of the red and blue, and assisted in the tone of the original photographic elements of the website and posters.
32
33
Final Type Choices Despite changing the foundation of the logotype to Futura Black the use of Gotham in the typefaces still maintained its merit. After a critique and second look at the use of the font families I determined to emphasis Gotham as a dominant type and copy choice while keeping Museo 700 as merely a secondary use option. This decision was made due to the over popularity and clichĂŠ nature of Museo.
Zukas Zukas
Zukas
34
s Handmade Cycles s Handmade Cycles
s Handmade Cycles
Gotham Black and Gotham Book
Museo 700
35
Photographs After having high ambition for photographing Nate Zukas’ actual bikes during a shop visit, i discovered that practically that was not applicable given my current time limitations for this project. I had to allow photos of my own bikes, with tale tell identity marks removed, to suffice for some photo oriented posters.
36
37
Vector Imagery After beginning a poster series I discovered the need for more bike related imagery and thus set out to create clean and accurate bicycle vectors that could be used at a large scale for a poster campaign. The only concern I have is how the bicycle vectors and the Bike Bunny work together. The bikes are very accurate while the Bike Bunny is more illustrative.
38
Campaign For the poster series I discovered, with the help of peers, that a campaign of sorts was needed to unify the poster series and to make it more than just imagery on a wall. I needed to express the brand initiatives and tell the audience what the brand was about and what they stood for. I needed in short a central idea. That one thing that defined Zukas Cycles. Several words came to mind. Custom, Unique, Different, Quality; These words seemed to define Zukas. The “Custom Frame” and “Handmade Frame” tags were created to unify the posters and play up the biggest aspect of the Zukas Company; the holistic customization from the ground up of any bicycle frame that is made at the Zukas Shop.
40
41
Want something Uni Custom Frame
Be a little different. Custom Frame
ique?
When everything else you have is custom, why not choose a custom frame! Zukas Cycles has what you want; fully custom frame building from the raw materials. Now located in Augusta, Georgia, Nate Zukas has been racing bikes, fixing bikes, and building high quality bike frames since the mid 80s. At Zukas Cycles, Quality control is the name of the game as Nate’s is the first, last and only set of hands to touch his custom frames from start to finish.
Need to bring it all together? Custom Frame
43
Campaign Statement When everything else you have is custom, why not choose a custom frame! Zukas Cycles has what you want; fully custom frame building from the raw materials. Now located in Augusta, Georgia, Nate Zukas has been racing bikes, fixing bikes, and building high quality bike frames since the mid 80s. At Zukas Cycles, Quality control is the name of the game as Nate’s is the first, last and only set of hands to touch his custom frames from start to finish.
Purchase Quality. Handmade Frame
Need exceptional Quality Control? Handmade Frame
HANDMADE FRAMES
45
Step Six: Exhibition The final outcomes for the exhibition were the aforementioned campaign posters. Coupled with a Brand Book laying out the specifications for the logotype, typefaces, icon and color uses. Also included was an abbreviated version of this book. The only object in the show not previously viewed in this book is the logotype / icon responsive size system. This small poster just shows how the logotype, sub-logotype and icon work together at different sizes.
46
Responsive Logotype and Icon System Responsive Logotype and Icon System Responsive Logotype and Icon System Responsive Logotype and Icon System Responsive Logotype and Icon System
Step Seven: Reflection At the start of the project my understanding of branding was rather basic. I feel that I had correct ideas on branding, yet they were rather narrow. Because I am such a visual person my perception of branding was strictly visual. Going into the project my perception of what I had to accomplish was in that sense; I had to create a visual system of cohesion (i.e. visual elements such as type and logo or icon that worked well together) for representing a company or project. Post research I began to get overwhelmed at what a brand entailed. My educated sense of a brand lead me to see it as something that could not be accomplished within the semester. “Brand” as I now define it is more that just visuals, and even more than a campaign, or mission statement. For me brand is something that is build over a long time that includes reputation, personality, and more. much of what I see as a brand in totality is perhaps outside the scope of design. A more narrow approach of my project is to create an identity, which for me is the face, the visual aspect of a brand that I originally mentioned informed my view of “brand”. As it turns out some of this project was defining “brand” vs. “identity” and learning the broad scope of what a brand entails. Also seeing the horizon of which a designer can work to create a brand
48
and knowing that a designer can only do so much in maintaining a brand (especially when it comes to reputation and long term brand longevity.) in the conclusion of the project I did begin to touch more than a simple visual identity. Aspects of a brand like campaigns for advertisement, slogans, mission statement, company core values (in short copy writing) can also be heavy on the shoulders of a designer. This realization and new knowledge of copy writing was an eye opener and breakthrough for me as a designer. Unfortunately in the scope of the project it did come a little late for me to have a major impact on the project, however it did manifest itself some in the poster series. I think while there are many things I could have done with this project (including something like motion graphics etc) I feel that I was benefited by my struggle to understand the scope of what is “brand” even though at times it left me paralyzed if felt, unable to produce, unsure of what my next step should be. The strongest part of this project by far is the well refined logotype and icon. That is what this semester and this project is really about. I do not know if the exhibition really did that singular piece of work justice. I cannot say much about what I would do
differently if I could do it over. I feel like that is a useless question. I learned what I learned because I did things the way I did them, and there is never going to be a real life “do-over� anyway. However If I had more time to continue this project I would have further developed the posters, perhaps made them more typographic? I do not know for sure. I just felt after working them out that the vector graphic fell a little flat.
on a project surrounding one of my other passions cycling. The bicycle vectors were just fun to work out; I did them out of pleasure not sure if they would even fit into my project. I was happy to be able to focus on accurate form for specific parts; specific profiles of specific brands of bike parts. A built shape that a bicycle connoisseur could look at and recognize a product and a brand despite the lack of identifying marks.
I spent so much time this semester refining the logotype and icon, I did not have time for experimentation for much else. I would like to have made some motion graphics, just for fun. If I could go from here and plan a second exhibition for this project I would really have liked to make an exhibition solely focused on motion graphics. I think it would have made a more dynamic and engaging exhibition.
I am also glad to have had the opportunity to actually build this project off an company and person in the industry. I only wish Nate Zukas, owner and sole employee of Zukas Cycles LLC. Could have worked more closely with me on this project. I do not think I have represented his brand as well as I would have hoped. My own design tastes overrode most of the decision making of this project. At the end of the day though, I cannot complain.
Further more development of my campaign and brand copy writing could be another continuation of this project. I still feel that I have a lot to learn when it comes to copy writing management for a brand and learning what other aspects of brand management are designer involved.
Caleb Anderson Jones
Over all I am happy with the project outcome. I learned something which is makes it a success. I feel that the stronger parts of this project will make good portfolio pieces. I was happy to work
49
50
51