Project by Carly Churchill Created for GR 604: The Nature of Identity Professor: Hunter Wimmer Academy of Art University Fall 2014 Printed and bound by Carly Churchill Using an Epson Stylus Pro 3880 On Epson Presentation Matte Paper San Diego, California Typefaces: Blender desinged by Nik Thoenen Vitesse designed by Hoefler & Co. Š 2014
CONTENTS Introduction
6
History Past Brand Grid Future Brand Grid Audience Outliers
8 10 12 14 16 18 22
Guidelines Old Logo New Logo Specifications Logo Don’ts Colors Type Secret Code Stationery
26 30 32 34 36 40 42 44 48
Extensions Positioning Secure Protect Defend
50 54 58 72 86
Public Storage is looking to the future of storage. The goal of the company is to secure, protect, and defend what matters most. From a private journal that no should read to historical secrets and landmarks, Public Storage has the solution to keeping it hidden. Your secret is safe with us.
[BRAND GUIDE]
10
[HISTORY]
CHAPTER
ONE
11
[HISTORY]
12
[OUR PAST]
PAST Public Storage provides simple, reliable, and local storage units throughout the United States. Wayne Hughes and Ken Volk started Public Storage in 1972 with their first self-storage facilities. The company is located in Glendale, California. There are currently 2,200 locations of self-storage facilities. They also have business parks, which are rent-able commercial properties and industrial spaces. It is a publicly traded company on the NYSE. Average customers are between 28 and 40, and have either moved and need extra space or have seasonal items that they need stored. They believe in making convenient and easy storage available for everyone who needs it.
13
[BRAND GUIDE]
PAST
14
[HISTORY]
15
[HISTORY]
FUTURE Public Storage protects, secures, and hides secrets from society. Materials, resources, and the environmental capacity of creating goods are diminishing rapidly. In the future, the availability of goods will be slim. The need for traditional storage units will be obsolete. Public Storage will no longer be a place to store ancillary items that people do not want or have room for in their home. Instead, in stealth confidentiality, Public Storage protects, secures, and hides secrets from society. A switch from the safeguard of possessions that only superficially matter and will end up in landfills or if they’re lucky, museums, to things that could have long lasting detrimental effects if revealed.
16
[HISTORY]
17
FUTURE
[HISTORY]
AUDIENCE [THOMAS] Age: 45 Occupation: Therapist Location: Ohio Witnessed a crime being committed as a child and has since had an interest in human behavior and criminal justice. Goes to Costco on Saturdays for the free samples and the people watching. Lives in a quiet neighborhood with his wife and two children, who are convinced he is psycho-analyzing them all the time. Still lives in the same suburb that he grew up in because of his need for consistency and routine. Only allows classical music to be played because it stimulates the brain and he thinks other music is simply “noise”. His college roommate was his best friend since childhood because he was scared of living with a stranger. He thinks his wife’s biggest secret is that she sneaks a smoke in the mornings.
20
[AUDIENCE]
[AUBREY] Age: 30 Occupation: Hairstylist Location: California Struggled with reading and spelling in school, which turned her off to learning. Ended an engagement due to domestic violence. Excelled in cosmetology school but had a bit of trouble settling on a permanent salon job. Though she talks a lot, she is also a great listener and gives sound advice when needed. Keeps a detailed account of her client’s life details in order to help her remember so she can build relationships with them. She spends time on her appearance in the mornings because she believes that anyone giving style advice should be stylish. Grew up with 4 siblings, who are her closest friends.
21
[HISTORY]
[ A N DR E W ] Age: 41 Occupation: Doctor Location: Washington
Became a doctor because he saved a woman from the wreckage of a car crash and realized the reward. Volunteers to work extra clinic hours in order to help as many people as possible. Records all of his appointments in case of lawsuits or the need to refer back to a past diagnosis. While everything at work is sterile and clean, his apartment is a mess, with clothes, books, and dishes everywhere. Adopted a dog from a shelter but had to give it away soon after because of his busy schedule. Has a history of getting too close or involved with patients. His parents wanted him to be a teacher and someone with a family and resent the fact that he has a time consuming job.
22
[AUDIENCE]
[ PA U L] Age: 50 Occupation: Priest Location: Mississippi Attended private catholic schools growing up, which made him disciplined and faithful. Entered the priesthood at a young age to help him cope with temptations in society. His first disciple was killed in an attack by protesters on the church grounds. The most received compliment to him throughout his life, is that he is a great listener. He lives in a small room that is attached to the side of the church, which consists of a bed, nightstand, and dresser. Turns to the Bible for answers rather than to other people. He never lets the power of being in charge go to his head but instead is understanding and sympathetic toward all the other church employees.
23
[BRAND GUIDE]
OUTLIERS [ B R I A N] Age: 35 Occupation: Police Officer Location: Texas Has a stoic and unemotional demeanor toward everyone except his two young children. Is not afraid to use force to get the answers he needs while on the job be in verbal or physical. Is authoritative even though he is still only a middle ranking officer because of being the oldest child in his family. Wants to be a detective someday and has taken the detective test multiple times to no avail. Busted up a drug cartel in action and was suspected of keeping half of the drug money from the loot. Met his wife on a blind date that he almost didn’t go to because he was scared she wasn’t going to be attractive. Has strong ties to the Republican party, including an attempt at being a Councilman.
24
[HISTORY]
[ S U S A N] Age: 36 Occupation: Parent Location: Alabama
Learning how to deal with a difficult teenager who has dropped out of high school. Got pregnant at a young age and does not want the same experience for her children. In her late twenties, she tried to make up for her “lost childhood” by staying out late, drinking, and having a variety of men who came to the house regularly. She has no contact with her son’s father; he left once they found out she was pregnant. Never attended college but does take classes when it is convenient at the community college. Tries to stay young by watching tween shows on TV, such as Pretty Little Liars and Drop Dead Diva. Never misses a Taylor Swift concert in her town.
25
[BRAND GUIDE]
26
[HISTORY]
27
CHAPTER
TWO
The following are brand guidelines. They are set in place to help the users know when and how to use the various elements. While some of the requirements are strict, others have the ability to be manipulated in different ways. These guides help to create a consistent look and feel to the brand.
[BRAND GUIDE]
PREVIOUS
32
[OLD LOGO]
The original Public Storage logo was created in 1972. Throughout the history of the company, the logo has not changed. The colors, type, and layout have all remained the same. The color orange has become their signature; all the storage doors in their facilities have been painted to match their brand colors.
33
[BRAND GUIDE]
The redesigned logo comes from the idea of containment. With two brackets creating a contained space, while also creating the letter, “P�. The brackets are also used as letters in the secret code created for the company. The type used has the same arch in the rounded corners as the brackets to create a universal look.
34
[LOGO]
35
[BRAND GUIDE]
X
X
2.5X
X
3/4X
X
X
X
17X
When necessary, it is possible to move the logo type next to the logo icon. It should still form a rectangle. Regardless of orientation, the entire signature forms a rectangle, one way horizontal and the standard logo is vertical.
MINIMUM SIZE 1/2”
1 1/4”
The minimum height for the vertical logo signature is 1/2”. The minimum width is the proportional equivalent to the height. At this size the logo type is removed.
The minimum length for the horizontal logo signature is 1 1/4”. The minimum height is the proportional equivalent to the length.
36
[LOGO SPECIFICATIONS]
X
X
LOGO SIGNATURE
LOGO ICON
5X
X
2.5X
90Ëš
X
X
LOGO TYPE
1/2 X
X
X
This logo is to be created in a thickness of X. The white space between the top of the mark and the middle mark is 5X. From middle to the bottom it is 2.5X. The distance from the mark to the logo type is 1X. Please keep a space of X around the logo to allow for adequate spacing.
37
[BRAND GUIDE]
1.
2.
3.
4.
5.
6.
7.
8.
9.
38
[BRAND GUIDE]
40
[BRAND]
41
[BRAND GUIDE]
COLORS
42
[COLORS]
COATED
UNCOATED
CMYK
RGB
Cool Gray 3C
Cool Gray 3U
C:10 M:5 Y:10 K:25
R:200 G:200 B:200
Cool Gray 8C
Cool Gray 9U
C:30 M:25 Y:20 K:60
R:140 G:140 B:140
Process Black C
Black 6U
C:0 M:0 Y:0 K:100
R:0 G:0 B:0
Warm Red C
Bright Red U
C:0 M:95 Y:100 K:0
R:255 G:40 B:25
188 C
7421 U
C:0 M:100 Y:80 K:40
R:125 G:30 B:40
43
[BRAND GUIDE]
Blender PRO
ABCDEFGHIJKLMNOPQRSTUV W X YZ abcdefghijklmnopqrstuvwxyz 1234567890 .,’;:”[]{}\ /|?<>!@#$%^&*() ABCDEFGHIJKLMNOPQRSTUV WX YZ abcdefghijklmnopqrstuvwxyz 1234567890 .,’;:”[]{}\ / |?<>!@#$%^&*() ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 .,’;:”[]{}\/|?<>!@#$%^&*() ABCDEFGHIJKLMNOPQRSTU VWX YZ abcdefghijklmnopqrstuv wx yz 1234567890 .,’;:”[]{}\ /|?<>! @ #$%^&*() ABCDEFGHIJKLMNOPQRSTUVW X YZ abcdefghijklmnopqrstuvw x yz 1234567890 .,’;:”[]{}\ /|?<>!@#$%^&*()
44
[TYPOGRAPHY]
Vitesse
A BCDEFGH IJ K L M NOPQR ST U V W X Y Z a bcdefgh ijk l m nopq rst uv w x y z 1234567890 . ,’; : ”[ ]{}\ /|?<>!@#$%^&*() A BCDEFGH IJ K L M NOPQR ST U V W X Y Z a bcdefgh ijk l m nopq rst uv w x yz 1234567890 . ,’;: ”[ ]{}\ /|?<>!@#$%^&*() A BCDEFGH IJ K L M NOPQR ST U V W X Y Z a bcdefgh ijk l m nopq rst uv w x yz 1234567890 .,’;: ”[]{}\ /|?<>!@#$%^&*() A BCDEFGH I J K L M NOPQRST U V W X Y Z abcdefghijklmnopqrstuvwxyz 1234567890 .,’;: ”[]{}\ /|?<>!@#$%^&*() A BCDEFGHIJKLMNOPQRSTU V W X YZ abcdefghijklmnopqrstuvwxyz 1234567890 .,’;:”[]{}\ /|?<>!@#$%^ &*()
TYPE 45
[BRAND GUIDE]
This code is based on a number of inspiring elements. Once the logo was finalized, using the elements from the brackets to create the “P” and the “S”, I was able to create the rest of the alphabet based around those letters. Using inspiration from Runes, Trollsprog, Sardi, and a more well-known code in which lines and dots are used in place around the alphabet, this code was created.
46
[SECRET CODE]
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z
47
[BRAND GUIDE]
48
[BRAND]
SAFETY SECURITY PROTECTION 49
[BRAND GUIDE]
50
[BRAND]
This stationery system is to be used for any and all correspondence leaving Public Storage. It was designed in conjunction with the brand guidelines in order to establish a cohesive visual system across the brand.
CHAPTER
THREE
Public Storage used to be positioned in a place where it was not seen as the most secure or well protected among their competition. This re-brand was created to change that perception. Public Storage is now a place that offers the highest level of security and protection.
[EXTENSIONS]
MORE SECURE
Safe
Public Storage
Locker Car Trunk Basement / Attic
Craigslist
Shed
MORE ACCESSIBLE
LESS ACCESSIBLE
Bank
Goodwill
Garage
Waste Management Garage Sale
LESS SECURE
MORE SECURE CIA Public Storage
Secret Service NSA
ADT Bank
Safe Garage Desk Drawer
LESS SECURE
56
MORE ACCESSIBLE
LESS ACCESSIBLE
US Patent Office Homeland Security
[POSITIONING]
MORE SECURE US Patent Office
CIA Public Storage
Homeland Security Secret Service
ADT
MORE ACCESSIBLE
LESS ACCESSIBLE
NSA
Padlocked Box Bank
Desk Drawer
Safe
Public Storage
Locker Car Trunk Basement / Attic
Craigslist
Shed Garage
LESS SECURE
Goodwill Waste Management Garage Sale
These scatterplots represent the brand positioning of Public Storage in both the old and new facets. Public Storage has moved away from places and ways to get things out of the house and is now focused on safety, security, and protection.
57
[EXTENSIONS]
Items
Level of Security
PERSONAL Item Locator
LOW
FAMILY Scavenger Hunt Laser Tag
Finger Print ID Journal
Pen / Camera Device
Camouflaged Box
Locked Drop Box
Retina Scanning Device
Password Protected Safe
SOME
Internet Security Education Warehouse
MEDIUM
Security Risk Education Door Scanner
Self Defense Class
ELEVATED
Security System Surveillance Cameras
Bunker Shooting Lessons
HIGH These are the items
24 Hour Surveillance Control Room
Public Storage will produce. Everything from personal items to historical artifacts, Public Storage offers the best in keeping [it]
Vault
MAXIMUM
secure and protected.
Products Education Services Environment
TOP SECRET
Experiences Events
58
[DELIVERABLES]
CORPORATE
NATIONAL
INTERNATIONAL
HISTORICAL
Paintball Tournament Murder Mystery Dinner
Obstacle Course
Voice Activated Recording Device
Interactive Museum
Product Convention
Antique Faire / Auction
Shooting Range Security Conference
Protection & Defense Conference
Car Chase Gun Locker
Treasure Hunt Speakeasy
Symbology Education
Security Device Setup Security Guard Certification
Target Shooting Competition
Virtual Reality Defense Training
Code Cracking Education Police Station
Prison Military Defense Education
Security Guards
Surveillance
Guns / Weapons Sniper Training
Military Defense Meeting Room
Fixer Service Armed Guards
Tactical Education Security Guards
Underground Tunnels
Defense Against Foreign Threats
Body Guards
Laser Technology Super-max Prison
Tactical Guards
Cryptex
Secret Lair
Encryption Education Secret Code Writing
Safe House Secret Society
59
[EXTENSIONS]
60
[BRAND]
SECURE 61
[DELIVERABLES]
SECURITY CAMERAS
62
[SECURE]
These top of the line security cameras offer wireless real time videos for our customers. Connect to these cameras, which are enabled with real time video, through your smart phone or computer to keep an eye on your belongings while you are away. Protect your home, office, building, and family with these cameras. Use these cameras with our laser technology to create the most secure environment. These cameras provide the widest range of surveillance on the market. In-fared with sharp HD video will automatically kick in after sunset so nothing goes unnoticed.
63
[EXTENSIONS]
Your eyes when you’re away. 64
[BRAND]
65
[EXTENSIONS]
BODY GUARDS
66
[SECURE]
Our bodyguards provide reliable protection for all those needing the service. Connections with local law enforcement allow the guards to have an inside track in various cities. These guards are prepared for anything that may come their way while in the field. They cater to the individual needs of the client and base their protection on your needs. Public Storage has qualified security that can be available at the last minute or in a pinch.
67
[EXTENSIONS]
68
[BRAND]
Protecting what is most important — you.
69
[EXTENSIONS]
These lasers were created with state-of-the-art technology for an ideal security system The system is perfect for your home, office, apartment, garage, and retail store. Secure your belongings with laser mazes that when tripped will set off alarms and call for emergency response teams. These wireless systems can be tracked and monitored from any smartphone or computer. The easy setup of these lasers will help create a secure area in any space.
LASER TECHNOLOGY 70
[BRAND]
71
[EXTENSIONS]
More security features than ever before. 72
[BRAND]
73
[EXTENSIONS]
74
[BRAND]
PROTECT 75
[EXTENSIONS]
BUNKER
76
[PROTECT]
In the unlikely event that you need a place to hide, these bunkers will keep you safe and well protected. The concrete structures are fireproof, bombproof, and completely concealed. Multiple bunkers are throughout the United States, allowing access to all regions. The hidden door to the bunkers is equally as strong as the walls while being protected by the highest security.
77
[EXTENSIONS]
Always have a place to go.
78
[BRAND]
79
[EXTENSIONS]
VAULT
80
[PROTECT]
This maximum security vault offers the safest place to store your items. We keep your deposits and valuables protected in an impenetrable vault. This vault is built out of bombproof materials; it can withstand even the most extreme situations. The vault itself is protected by motion detectors, radars, body heat detectors, and an advanced locking system. The location of this vault is kept private from citizens in order to keep a higher level of security for our customers.
81
[EXTENSIONS]
The most secure storage ever. 82
[BRAND]
83
[EXTENSIONS]
These control rooms are in a secure location to view multiple video feeds at one time. There are two kinds of control rooms available through Public Storage. The first is a secure room where Internet files and technology is kept safe and secure. The second, is where security footage can be viewed. This room is secure enough to protect all your data files and videos. Having top of the line security cameras by Public Storage spread throughout your property, these control rooms are a great central location to view the footage.
CONTROL ROOM 84
[PROTECT]
85
[EXTENSIONS]
A central command to be your eyes and ears.
86
[BRAND]
87
[EXTENSIONS]
DEFEND 88
[BRAND]
89
[EXTENSIONS]
90
[DEFEND]
Sniper Training allows you to not only protect yourself, but also gives you the necessary tactical skills used to remain unseen by others. At Public Storage our goal is to hide and protect what you do not want others to see; this training accomplishes these goals. The class is taught by seasoned law enforcement and military snipers who are experts in their field. This intense two day course will take you through the streets and over buildings to help you learn about vantage points. The shooting and gun training will take place in our safe and secure facility located in Fort Worth, Texas. There are courses set in place to train at all levels.
SNIPER TRAINING 91
[EXTENSIONS]
You are your best defense. 92
[BRAND]
93
[EXTENSIONS]
94
[DEFEND]
CYPHER COURSE This course helps to create secret codes and cyphers that only the intended can understand. The process of this course begins with lessons in symbology and cryptology. Once that course is mastered, the second part is an in-dept study of language and the use of language in both writing and speaking. It is important to understand language in order to create a secret code. Following these courses, the final section will be creating your own code and cypher. This portion will include sketching to start then lead into computer generated codes. Upon completion, you will be an expert at creating codes that no one can crack, unless you give up the cypher.
95
[EXTENSIONS]
96
[BRAND]
Create codes that no one can crack. 97
[EXTENSIONS]
This innovative technology will ensure that only you have access to your belongings or dwellings. This technology is the biometric technique that is used to measure the patterns in your blood vessels. The device sends out a beam to scan your retina and retrieves the information. Using this technology to secure your belongings is the surest way to keep them safe. It is personalized security that only you can access.
RETINA SCANNER 98
[DEFEND]
99
[EXTENSIONS]
100
[BRAND]
Keeping your belongings secure. 101
[PUBLIC STORAGE]
102
[CONCLUSION]
Your secret is safe with us. 103