02
Live in the Moment A rebranding project for Shutterfly
Visual Development Guide
1 No
: 02 SHUTTERFLY VISUAL DEVELOPMENT GUIDE
First Published in 2016 © Chelsea Yi Wen Chen www.livinginthemoment.org
No
2
02
Live in the Moment 02 : Shutterfly Visual Development Guide
No
3
SHUTTERFLY VISUAL DEVELOPMENT GUIDE
18
: 02
16
No
4
TABLE OF CONTENTS
01
Live in the Moments
10 :
Former Identity
02 : Shutterfly Visual Development Guide
12 :
Conceptual Research
16 :
Three Directions
VISUAL ANALYSIS
02
03
LOGO EVOLUTION
THE NEW SIGNATURE
20 :
Logo Sketches
44 :
Logomark
30 :
Digital Sketches
46 :
Logotype
42 :
Similar Marks
48 :
Signature
No
5
: 02 SHUTTERFLY
“ 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
No
6
No
7
: 02
SHUTTERFLY
VISUAL DEVELOPMENT GUIDE
8 No
1
VISUAL ANALYSIS : 1.1 Former Identity 1.2 Conceptual Research 1.3 Three Directions
No
9
: 02
SHUTTERFLY
VISUAL DEVELOPMENT GUIDE
10 No
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.
No
11
: 02 SHUTTERFLY
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.
No
12
CHAPTER ONE
VISUAL ANALYSIS CONCEPTUAL RESEARCH
13 No
: 02 SHUTTERFLY
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.
No
14
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.
No
15
: 02 SHUTTERFLY
1.3 THREE DIRECTIONS
VISUAL DEVELOPMENT GUIDE
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.
No
16
everyone you love.
CHAPTER ONE VISUAL ANALYSIS THREE DIRECTIONS
The new brand expression is inspiring, participational and embracing.
No
17
: 02
SHUTTERFLY
VISUAL DEVELOPMENT GUIDE
18 No
2
LOGO EVOLUTION: 2.1 Hand Sketches 2.2 Digital Refinement 2.3 Similar Marks
No
19
: 02 SHUTTERFLY
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
No
20
CHAPTER TWO
LOGO EVOLUTION HAND SKETCHES
21 No
: 02
: INSPIRATION | Think outside the box / New life experience
SHUTTERFLY VISUAL DEVELOPMENT GUIDE
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.
No
22
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.
No
23
: 02
: PARTICIPATION | Make your own happiness
SHUTTERFLY VISUAL DEVELOPMENT GUIDE
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.
No
24
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.
No
25
: 02
: EMBRACING | Share and live in the moment
SHUTTERFLY VISUAL DEVELOPMENT GUIDE
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.
No
26
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.
No
27
: 02
: EMBRACING | Share and live in the moment
SHUTTERFLY VISUAL DEVELOPMENT GUIDE No
28
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.
No
29
: 02 SHUTTERFLY
2.2 DIGITAL SKETCHES
After hand sketching, we narrowed down the ideas to embracing, sharing VISUAL DEVELOPMENT GUIDE
and connecting. In this phase, we
No
started to draw on the computer.
30
CHAPTER TWO
LOGO EVOLUTION DIGITAL SKETCHES
31 No
: 02
SHUTTERFLY
VISUAL DEVELOPMENT GUIDE
Embracing, connecting and sharing
32 No
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.
No
33
: 02
SHUTTERFLY
VISUAL DEVELOPMENT GUIDE
Embracing, connecting and sharing
34 No
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.
No
35
: 02 SHUTTERFLY
Shutterfly Shutt erf ly
VISUAL DEVELOPMENT GUIDE
Shutterfly
Shutterfly
Embracing, connecting and sharing
No
36
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.
No
37
: 02
SHUTTERFLY
VISUAL DEVELOPMENT GUIDE
38 No
: 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.
No
39
: 02 SHUTTERFLY
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
No
40
CHAPTER TWO
LOGO EVOLUTION SIMILAAR LOGOS
41 No
: 02
SHUTTERFLY
VISUAL DEVELOPMENT GUIDE
42 No
3
THE NEW LOGO : 3.1 Logomark 3.2 Logotype 3.3 Signature
No
43
: 02 SHUTTERFLY
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
No
to show joy and continuing connection.
44
CHAPTER THREE
THE NEW LOGO LOGOMARK
45 No
: 02 SHUTTERFLY
3.2 LOGOTYPE
We modified simple a sans serif typeface to suit our brand concept and visual identity. VISUAL DEVELOPMENT GUIDE No
46
CHAPTER THREE
THE NEW LOGO LOGOTYPE
47 No
: 02
SHUTTERFLY
VISUAL DEVELOPMENT GUIDE
48 No
3.3 SIGNATURE
CHAPTER THREE
THE NEW LOGO
: FULL COLOR SIGNATURE
SIGNATURE
49 No
: 02 SHUTTERFLY VISUAL DEVELOPMENT GUIDE
Live in the moment and make it beautiful.
No
50
No
51
: 02 SHUTTERFLY VISUAL DEVELOPMENT GUIDE
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
No
52
No
53
: 02
SHUTTERFLY
VISUAL DEVELOPMENT GUIDE
54 No