Shutterfly Visual Development Guide

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Live in the Moment A rebranding project for Shutterfly

Visual Development Guide

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First Published in 2016 © Chelsea Yi Wen Chen www.livinginthemoment.org

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Live in the Moment 02 : Shutterfly Visual Development Guide

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SHUTTERFLY VISUAL DEVELOPMENT GUIDE

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TABLE OF CONTENTS

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Live in the Moments

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Former Identity

02 : Shutterfly Visual Development Guide

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Conceptual Research

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Three Directions

VISUAL ANALYSIS

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LOGO EVOLUTION

THE NEW SIGNATURE

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Logo Sketches

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Logomark

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Digital Sketches

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Logotype

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Similar Marks

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Signature

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“ The bond that links your true family is not one of

blood, but of respect and joy in each other’s life.”

VISUAL DEVELOPMENT GUIDE

—Richard Bach, American writer

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SHUTTERFLY

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VISUAL ANALYSIS : 1.1 Former Identity 1.2 Conceptual Research 1.3 Three Directions

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1.1 FORMER IDENTITY

CHAPTER ONE VISUAL ANALYSIS

“ Together, we are Shutterfly.”

FORMER IDENTITY

BRAND REVIEW Shutterfly is an Internet-based image publishing service based in Redwood City, California. Shutterfly’s flagship product is its photo book line. The company was founded in 1999 and is currently led by Christopher North. The company went public in 2006. The customer base is heavily skewed toward women, who accounted for 80% of customers as reported in 2013.

As a leader in personalized photos and services, Shutterfly allows you create lasting keepsakes; award-winning photo books; custom stationery, including cards, announcements, and invitations; as well as unique home decor and photo gifts.

The original Shutterfly helps you connect with your family and friends by sharing your memories and photos in creative and innovative ways.

THE OLD MARK The previous identity is simple logotype on an orange background.

It represents modern digital technology, and the orange is lively and joyful. However, it lacks character and distinction.

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1.2 CONCEPTUAL RESEARCH

In order to make our brand better and innovative, we hope to keep the good ideas VISUAL DEVELOPMENT GUIDE

from the original brand soul, and expand our advantages to reach more and more people.

We deeply inspect ourselves from what can we do to global aspects. What can we do to make the world better and what our audience needs, are the core of our brand strategy.

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CHAPTER ONE

VISUAL ANALYSIS CONCEPTUAL RESEARCH

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THE PROBLEMS Shutterfly is still a market leader and innovator in digital personalized photo products and services. However, because people are not developing photos and the sharing of social media is increasing, Shutterfly has difficulty in continuing their business by only selling photo printing products. There are many new ways VISUAL DEVELOPMENT GUIDE

of transmitting, sharing, and processing information; people are not using the traditional ways to keep their memories.

WHY DON’T PEOPLE PRINT PHOTOS NOWADAYS? Digital photos are less expensive and more convenient. Everyone has a camera or phone. New technology tends to make people share without thinking or keep lots of useless information and data. People are addicted to all new digital media and ignore the real people around them.

A NEW WAY TO SHARE The new Shutterfly is dedicated to helping people share life’s joy, and experience precious moments by being together to deepen connections with those who matter most. We want to provide more opportunities to people who want to have memorable connections with their families.

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CHAPTER ONE VISUAL ANALYSIS CONCEPTUAL RESEARCH

From printing photos to social network and now Shutterfly is going forward to provide opportunities to create memories with someone you care the most.

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1.3 THREE DIRECTIONS

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Inspiring

Participation

Embracing

Thinking outside the box and having new life experiences

Making your own happiness

Sharing and living in the moment

We encourage people to spend time together

We hope people can cherish the time with

We want to inspire people to get out of

with their families and make unforgettable

their families. You not only share your

the box. People tend to have the same life

memories together by making or learning

memories but share your time with import-

patterns, but that can make life boring and

things together.

ant people, and you live in the moment with

uncaring. Shutterfly gives different options to enjoy family activities.

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everyone you love.

CHAPTER ONE VISUAL ANALYSIS THREE DIRECTIONS

The new brand expression is inspiring, participational and embracing.

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LOGO EVOLUTION: 2.1 Hand Sketches 2.2 Digital Refinement 2.3 Similar Marks

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2.1 HAND SKETCHES

In this phase, we discovered different kinds of visual expressions based on VISUAL DEVELOPMENT GUIDE

our three keywords and phrases: 1. Inspiration: Thinking outside the box and having new life experiences 2. Participation | Making our own happiness 3. Embracing | Sharing and living in the moment

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CHAPTER TWO

LOGO EVOLUTION HAND SKETCHES

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: INSPIRATION | Think outside the box / New life experience

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From the first idea, inspiration, think outside the box, I thought of windows, wind and spinning. I used "s" and circles to be my basic elements. I came out with some overlapping shapes which convey the concept.

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CHAPTER TWO LOGO EVOLUTION HAND SKETCHES

The highlighted parts are the outstanding sketches in this phase and will continue to be developed in the next steps.

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: PARTICIPATION | Make your own happiness

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The second idea is participation, make your own happiness.

I want to show the concept of staying together and making memories together. In this case, I used some fun and lively elements and shapes to convey the idea.

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CHAPTER TWO LOGO EVOLUTION HAND SKETCHES

The highlighted parts are the outstanding sketches in this phase and will continue to be developed in the next steps.

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: EMBRACING | Share and live in the moment

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For the third idea, embracing, share and live in the moment, I want to show the idea of being together and cherishing the moments with families. I used enclosed shapes to show the concept of embracing and physical connections.

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CHAPTER TWO LOGO EVOLUTION HAND SKETCHES

The highlighted parts are the outstanding sketches in this phase and will continue to be developed in the next steps.

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: EMBRACING | Share and live in the moment

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CHAPTER TWO LOGO EVOLUTION HAND SKETCHES

The highlighted parts are the outstanding sketches in this phase and will continue to be developed in the next steps.

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2.2 DIGITAL SKETCHES

After hand sketching, we narrowed down the ideas to embracing, sharing VISUAL DEVELOPMENT GUIDE

and connecting. In this phase, we

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started to draw on the computer.

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CHAPTER TWO

LOGO EVOLUTION DIGITAL SKETCHES

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Embracing, connecting and sharing

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CHAPTER TWO LOGO EVOLUTION DIGITAL SKETCHES

The highlighted parts are the outstanding sketches in this phase and will continue to be developed in the next steps.

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Embracing, connecting and sharing

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CHAPTER TWO LOGO EVOLUTION DIGITAL SKETCHES

The highlighted parts are the outstanding sketches in this phase and will continue to be developed in the next steps.

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Shutterfly Shutt erf ly

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Shutterfly

Shutterfly

Embracing, connecting and sharing

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Shutterfly

CHAPTER TWO LOGO EVOLUTION DIGITAL SKETCHES

The highlighted parts are the outstanding sketches in this phase and will continue to be developed in the next steps.

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: FINAL DECISION

CHAPTER TWO LOGO EVOLUTION DIGITAL SKETCHES

For the final solution we decided to use the idea of the pinwheel in an abstract way to show its continuing connecting/sharing with people you care about.

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2.3 SIMILAR MARKS

In order to distinguish our identity from other existing brands, we did research VISUAL DEVELOPMENT GUIDE

on other similar logos. We found out there are some similarities between our logo and some social media companies.

DSM | ikm | seed media group | iversity elastic | pinnacie | Querétaro | Vivir Mejor Kirix | wanna enterprises | Tepic | Cálidda Seagate | Google Chrome | BP | NBC

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CHAPTER TWO

LOGO EVOLUTION SIMILAAR LOGOS

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THE NEW LOGO : 3.1 Logomark 3.2 Logotype 3.3 Signature

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3.1 LOGOMARK

As we discussed in the last chapter, the new logo combines the idea of embracing, sharing and VISUAL DEVELOPMENT GUIDE

connecting. We use the pinwheel as our symbol

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to show joy and continuing connection.

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CHAPTER THREE

THE NEW LOGO LOGOMARK

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3.2 LOGOTYPE

We modified simple a sans serif typeface to suit our brand concept and visual identity.

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CHAPTER THREE

THE NEW LOGO LOGOTYPE

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3.3 SIGNATURE

CHAPTER THREE

THE NEW LOGO

: FULL COLOR SIGNATURE

SIGNATURE

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Live in the moment and make it beautiful.

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This book is a non-commercial project for education purposes and is not intended to represent the Shutterfly brand.

DESIGN: Chelsea Yi Wen Chen CLASS: Nature of Identity INSTRUCTOR: Hunter Wimmer PHOTOGRAPHY: LibreStock.com All rights are reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without prior permission of Chelsea Yi Wen Chen.

Copyright 2016 Chelsea Yi Wen Chen

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