VISUAL RESEARCH
02 Visual Development Guide
VISUAL RESEARCH
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CHAPTER 1
SEAWORLD
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VISUAL DEVELOPMENT GUIDE
CHAPTER 1
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VISUAL DEVELOPMENT GUIDE VISUAL RESEARCH
SeaWorld
SEAWORLD
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CONTENS CONTENTS
CHAPTER 1
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VISUAL RESEARCH LOGO HISTORY
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NEW CONCEPTS
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Conservation
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Sustainability
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Connection
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IDENTITY DEVELOPMENT IDENTITY DEVELOPMENT
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PHASE 1
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PHASE 2
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PHASE 3
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PHASE 4
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VISUAL RESEARCH
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CHAPTER 1
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VISUAL DEVELOPMENT GUIDE
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CHAPTER 1
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1.1 LOGO HISITORY THE CHANGES OF SEAWORLD’S LOGO SeaWorld has used four different logos during different periods. The graphic in the logo has shifted from circular shape to abstract shape. The typeface that haven been chosen includes script, san serif, and serif. It is necessary to learn about the visual developing history of the brand before starting the redesign process.
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CURRENT CHAPTER 1
VISUAL DEVELOPMENT GUIDE
1.2 NEW CONCEPTS RESEARCHING AND BRAINSTORMING After doing studying and researching around the brand for SeaWorld for long time, I have a clear understanding on the brand and the new brand picture that I would like to re-direct SeaWorld to. At this phase, it is time to work on the visual development based on the new design objective, which is preserving marine animals. The soul for the brand is simple and straightforward, which is building a sustainable relationship between human and marine lives. In order to generate more ideas, three key words are selected based on the soul: conservation, sustainability, and connections.
Concept 1 12
CONSERVATION
Concept 2
SeaWorld
SUSTAINABILITY
Concept 3
SEAWORLD
CONNECTION
VISUAL RESEARCH
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CHAPTER 1
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SEAWORLD
Scalloped hammerhead shark caught in a gillnet, Gulf of California, Mexico. Picture from WWF website
CHAPTER 1
APPROXIMATELY 100 MILLION SHARKS ARE KILLED PER YEAR BY HUMANS
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Concept 1
CONSERVATION The first keyword from SeaWord is conservation. The new brand objective on SeaWorld emphasis on marine animal protection and preservation. It draw public attention on the endangered species from the deep ocean, the pollution from fossil fuels, the vanishing predators around the planet, and etc. SeaWold will help with protecting marine lives through different methods, different strategies, and different ways.
VISUAL RESEARCH
PROTECTION AND PRESERVATION
VISUAL DEVELOPMENT GUIDE
Concept 2
SUSTAINABILITY LONG LASTING RELATIONSHIP
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From ecology perspective, sustainability means the property of biological systems to remain diverse and productive indefinitely. Human has been benefited from the oceans for since human are existed. How to protect the marines lives but also benefit the people is what SeaWorld cares. In order to do that, besides the protecting the fish, different elements need to be considered as one universe.
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CHAPTER 1
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CHAPTER 1
Concept 3
CONNECTION BETWEEN HUMAN AND MARINE LIVES 19
VISUAL RESEARCH
SeaWorld new brand objective is to build a bridge between human and marine lives. A lot of people don’t realize that how tight our daily life is tied with ocean. We need to be grateful for whatever we have benefited from the ocean. SeaWorld plans to inform and educate people of the knowledge about the ocean. It helps people be aware that no matter you are living by the sea or not, your behavior can help to sustain the marine ecosystem.
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CHAPTER 2
IDENTITY DEVELOPMENT
IDENTITY DEVELOPMENT
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CHAPTER 2
VISUAL DEVELOPMENT GUIDE
IDENTITY DEVELOPMENT LOGO DESIGN PROCESS The three key words that we have talked about in the previous chapter are three guiding concepts for identity development. Under each concept, there are three directions for logo design, which are type, graphic + type, graphic. We call the three directions camp inside of this book. The logo design process first started with tuns of design for all three concepts and nine camps. After that, only one concept that works the best were developed further. Good ideas are selected for developing to the final one.
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PHASE 1
First round logo sketches (3 concepts and 9 directions) Select 10 Best ones from each concept
PHASE 2
Further develop on concept 1: Conservation Turn the best choices into computer drafts
PHASE 3
Develop on the best visual ideas Try colors on the best choices Research on similar logos
PHASE 4
Variations
SEAWORLD
Final Logo
IDENTITY DEVELOPMENT IDENTITY DEVELOPMENT
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IDENTITY DEVELOPMENT CHAPTER 2
VISUAL DEVELOPMENT GUIDE
Phase 1
CONSERVATION PROTECT & PRESERVE
DIRECTION 1: TYPE
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CHAPTER 2
Using powerful typeface itself as logo. The idea is to combine the physical shape of wave and the power of ocean together to present the name of SeaWorld.
IDENTITY DEVELOPMENT
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DIRECTION 2: GRAPHIC + TYPE
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CHAPTER 2
Top Choices
This direction is to insert graphic into the type logo to enrich the plain type. I have tried waves, planet, tale, umbrella, and different graphic elements that are related with ocean, marine animals, protection.
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DIRECTION 3: GRAPHIC
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CHAPTER 2
Top Choices
Focus on the concept, this direction is trying to present the logo only with graphic icons. The question about what can represent protection of the ocean lead through the sketches.
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VISUAL DEVELOPMENT GUIDE
SUSTAINABILITY LONG LASTING RELATIONSHIP
DIRECTION 1: TYPE
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CHAPTER 2
Top Choices
Sustainability means long lasting relationship, so the type design here is trying to show circle and ongoing. The co-exist relationship between human and marine animals should feel strong but smooth.
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DIRECTION 2: TYPE + GRAPHIC
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Top Choices
Type is for human using only, so the type SeaWorld represent human side. I tried to add ocean elements into the typeface to show living together.
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DIRECTION 3: GRAPHIC
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CHAPTER 2
Top Choices
The ideas for graphic directions are in circular shape or two or more than two elements combine together. The circular shape not only presenting long lasting relationship, but also represent our planet.
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VISUAL DEVELOPMENT GUIDE
CONNECTION BETWEEN HUMAN & MARINE LIVES
DIRECTION 1: TYPE
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CHAPTER 2
Top Choices
To follow this directions and represent connection, I tired to connect letters, strokes, space. The idea is to use different strategy to connect some parts together into one unique type logo.
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DIRECTION 2: TYPE + GRAPHIC
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CHAPTER 2
Top Choices
This direction allows me to create a shape or graphic elements to connect the Sea and World. I also tried to use the extended stroke to create graphic shapes.
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DIRECTION 3: GRAPHIC
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CHAPTER 2
Top Choices
Here are two idea for this direction. One is create a shape that show some kinds of connecting. The other one is to find the object or character that can represent the connection point in between human and marine lives.
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VISUAL DEVELOPMENT GUIDE
10 BEST FROM CONSERVATION
I picked up 10 designs that have either strongest visual or best represent the concept. After that I redrew those design with pen instead of pencil. Out of the ten, I think the shield shape is best delivering the protecting concept.
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CHAPTER 2
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10 BEST FROM SUSTAINABILITY
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CHAPTER 2
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10 BEST FROM CONNECTION
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CHAPTER 2
VISUAL DEVELOPMENT GUIDE SEAWORLD
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Phase 2
CONSERVATION PROTECT & PRESERVE
CHAPTER 2
Top Choices
After doing sketches for three directions, conservation was selected as best direction. The new SeaWorld aims at protecting marine animals through public involvement. Therefore, fish, trident, wave, shield elements are chosen for further development.
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Top Choices
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Top Choices
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Top Choices
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BEST SELECTIONS
The best choices are turned into computer draft to check how they look digitally.
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VISUAL DEVELOPMENT GUIDE SEAWORLD
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Phase 3
FINAL VISUAL IDEAS ECOSYSTEM, TRIDENT, SHIELD, AND FISH At this stage, four ideas are selected for further development. Those ideas can be depicted by itself or combine together.
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Top Choices
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Top Choices
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Top Choices
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BEST SELECTIONS Four best ones are chosen to develop on computer. With computer software, I can view them in different sizes and in different colors.
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TRIDENT
ECOSYSTEM
SHIELD
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“S” AS SEA CHAPTER 2
VISUAL DEVELOPMENT GUIDE
VISUAL RESEARCH Upon this step, I went to do research on logos with similar visual styles. One side, this step can inspire me further develop on my four ideas. And on the other side, it can help me avoid of doing similar design.
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TRIDENT
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Phase 4
VARIATIONS FURTHER LOGO SKETCHES
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Best One
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Enlarge sketch
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FINAL LOGO REFINE WITH COMPUTER
MARINE ANIMALS
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OCEAN
+ PROTECTION
SEAWORLD
The final logo is the combination of shied (represent protection), fish (represent marine animal), wave (represent ocean) together. The color choices here show the depth of the ocean. All in all, the logo delivers the message of protecting marine animals.
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Design
Ximan (Cathy) Cui
Class
Nature of Identity
Instructor
Hunter Wimmer
School
Academy of Art University
Epson 3880 Pro
Paper
Moab Entrada Rag Natural 190
Copyright Š 2016 Ximan (Cathy) Cui ximancui@gmail.com cathycui.com
SEAWORLD
This book is a non-commercial project for education purposes and is not intended to represent the SeaWorld brand. All rights are reserved. No part of this publication may be produced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, recording, photocopying or otherwise, without prior permission of Ximan (Cathy) Cui