Shutterfly Visual Standards Guide

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Live in the Moment A rebranding project for Shutterfly

Visual Standards Guide

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

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Live in the Moment 03 : Shutterfly Visual Standards Guide

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TABLE OF CONTENTS

01

Live in the Moments

10 :

Introduction

02 : Shutterfly Visual Standards Guide

16 :

Brand Direction

ABOUT SHUTTERFLY

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GUIDELINES

NEW VISION

20 :

Brand Standards

54 :

Expansions

36 :

Color

58 :

The Future

42 :

Typography

48 :

Application

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: 03 SHUTTERFLY

“ Happiness is only real when shared.”

—Jon Krakauer, Into the Wild

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SHUTTERFLY

VISUAL STANDARDS GUIDE

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ABOUT SHUTTERFLY : 1.1 Introduction 1.2 Brand Direction

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SHUTTERFLY

VISUAL STANDARDS GUIDE

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1.1 INTRODUCTION

CHAPTER ONE ABOUT SHUTTERFLY INTRODUCTION

“ Strengthening connections and keeping memories alive with people you care about ”

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: 03 SHUTTERFLY

BRAND SOUL “Strengthening connections and keeping memories alive with people you care about” When Shutterfly was founded in 1999, the company was all about VISUAL STANDARDS GUIDE

digital prints; more than a decade later, it’s evolved into a busi-

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ness that’s about more than photography. With the development of photo books, personalized cards, photo gifts, home decor and share sites, the company realized it was now in the business of people’s memories and stories.

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CHAPTER ONE

ABOUT SHUTTERFLY

INTRODUCTION

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SHUTTERFLY

VISUAL STANDARDS GUIDE

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CHAPTER ONE ABOUT SHUTTERFLY INTRODUCTION

Shutterfly helps people share life’s joy, and experience precious moments by being together to deepen connections with the people who matter most.

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1.2 BRAND DIRECTION SHUTTERFLY

VISUAL STANDARDS GUIDE

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CHAPTER ONE ABOUT SHUTTERFLY

THE NEW SHUTTERFLY Our new expansion will help people create unforgettable memories. Shutterfly will become an organization that provides family activities for everyone who wants to have fun and enjoy the moment with the people they care about most.

The goal is to strengthen family relationships and give parents good chances to BRAND DIRECTION

educate and learn together with their children. People not only can enjoy the moment together, but also can solve problems and complete missions together to create memorable stories.

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SHUTTERFLY

VISUAL STANDARDS GUIDE

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GUIDELINES : 2.1 Brand Standards 2.2 Color 2.3 Typography 2.4 Application

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2.1 BRAND STANDARDS SHUTTERFLY

T h e st a n d a rd s o u t l i n e d h e re of fe r c l e a r instructions on how to use the basic visual elements in Shutterfly-branded materials.

VISUAL STANDARDS GUIDE

Much of what you will find here is intended as a guide. As such, you should use it to help you make decisions regarding use of our logos, typefaces, colors and elements. While no set of guidelines can anticipate all the types of communications you develop for Shutterfly, you must use your best judgment and rely on the examples present here.

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CHAPTER TWO

GUIDELINES BRAND STANDARDS

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: LOGOMARK

SHUTTERFLY

+ VISUAL STANDARDS GUIDE

FAMILY : Together, Connection

LOGOMARK: The graphic symbol of Shutterfly The new logo combines the idea of embracing, sharing and connecting. We use the pinwheel as our symbol to show joy and the moment.

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Pinwheel : Live in the moment, Enjoy, Playful

GUIDELINES BRAND STANDARDS

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CHAPTER TWO

: ANATOMY

15°

9X

1X

5X

4X

1X

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: LOGOTYPE

SHUTTERFLY

Logotype: The specific typographic treatment of Shutterfly We modified simple a sans serif typeface to suit our brand concept and visual identity.

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CHAPTER TWO

: ANATOMY

GUIDELINES BRAND STANDARDS

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: WHITE SPACE AND SIGNATURE

SHUTTERFLY VISUAL STANDARDS GUIDE

The White Space of our Signature

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CHAPTER TWO GUIDELINES

CLEAR SPACE Clear space is the minimum "breathing room" maintained around the brandmark. It should be kept free of graphics, text and other marks. It also defines the minimum distance from the brandmark to the edge of a printed piece.

BRAND STANDARDS

To ensure legibility and consistency, the Shutterfly logo must always have the surrounding clear space as presented here. The clear space is determined by the x-heights of the letter “y� in the logo itself. This space should be free of text, graphics, and borders established by the edge of page, screen, etc.

The White Space of our Symbol

The White Space of our Logotype

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: SIZE AND ALTERNATIVES

SHUTTERFLY

2 inches

The Minimun Size of Shutterfly Signature

0.5 inch

0.5 inch

The Minimun Size of Shutterfly Logomark

The Minimun Size of Shutterfly Logotype

VISUAL STANDARDS GUIDE

MINIMUM SIZE Minimum size refers to the smallest dimensions allowed for brandmark versions.

It is stated as a minimum width.

The Shutterfly logo can appear no smaller than the size specified here in any marketing or informational materials.

Minimum sizes for each of the brandmark versions are: Signature: 2" wide Symbol: 0.5" wide Logotype: 0.5" wide

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CHAPTER TWO GUIDELINES

Width in inch :

<0.5"

0.5"–2"

2"–5"

5"–10"

10"–20"

>20"

BRAND STANDARDS

Types of Marks : Signature

Logomark

Logotype

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: COLOR VARIATIONS

SHUTTERFLY

LOGO COLORS Whenever possible, the full color logo should be used. When it is not possible to use the full color logo, the one color reverse or positive logos may be used. In addition, the logo may be produced as a blind emboss/deboss, or as a white or clear foil stamp.

The black color logo against white and light-color backgrounds is preferred as this provides the highest contrast.

VISUAL STANDARDS GUIDE

In special uses when the logo appears on dark or black backgrounds, for example, T-shirt, Tote bags, a white version of the logo is preferred.

For consistency, our logo may only be applied in a limited number of colors and techniques.

When placed over a photograph, the background should never appear overly textured, as this will also reduce legibility of the logo.

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20%

30%

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CHAPTER TWO

GUIDELINES BRAND STANDARDS

100% 90% 80% 70% 60% 50% 0%

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: COLOR VARIATIONS

SHUTTERFLY

Full Color Signature

VISUAL STANDARDS GUIDE

One Color Options

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CHAPTER TWO

: COLORS WE DO NOT USE

GUIDELINES BRAND STANDARDS

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: MISUSES

SHUTTERFLY

A lot of thought and effort has gone into determining the perfect relationship between the elements that make up our signature; do not attempt to re-create these elements.

Always use the approved artwork, and always follow these rules when using it.

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#01. Do not resize the signature elements

#02. Do not rearrange the signature elements

#07. Do not apply a texture or pattern to the signature

#08. Do not place the signature over a gradation of any kind

CHAPTER TWO GUIDELINES

#04. Do not flip or rotate the signature elements

#05. Do not crop the signature

#06. Do not re-create the signature with any other typeface or any other weight of the same typeface

#09. Do not reproduce the signature in an unapproved color

#10. Do not apply the signature to a background where lack of contrast diminshes legibility

#11. Do not use a drop-shadow with the signature

#12. Do not create a reflection of the signature

BRAND STANDARDS

#03. Do not associate the signature with a tagline

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2.2 COLOR

SHUTTERFLY

We have created a Shutterfly color palette of carefully selected colors. The palette is composed of colors that are useful on their own, and also work well together.

The palette is not fixed forever. Some colors may disappear and new colors may be included, depending for example on the general perception of style.

These are the current main colors and tints that are to be used. For ease of use, every color is stated in CMYK, RGB and Pantone PMS. PRIMARY COLOR PALETTE The color palette for Shutterfly consists of four primary color palette: Dark Cyan,

VISUAL STANDARDS GUIDE

Sea Green, Orange and Yellow SECONDARY COLOR PALETTE The secondary palette should be used only to help highlight, define a hierarchy or add depth to content as necessary.

BLACK AND WHITE Black may be used for type. The additional colors listed should only be used for web use. Do not use any other colors.

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CHAPTER TWO

GUIDELINES COLOR

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: PRIMARY COLOR PALETTE

SHUTTERFLY

PANTONE 7478 U C42 M0 Y33 K0 R148 G210 B186 #94d1ba VISUAL STANDARDS GUIDE

PANTONE P 124-8 U C100 M0 Y41 K0 R0 G170 B171 #00a9aa

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CHAPTER TWO GUIDELINES

PANTONE 3955 U C0 M73 Y43 K12 R215 G95 B103 #d55e67 COLOR

PANTONE 1505 U C0 M62 Y81 K0 R255 G129 B53 ff7f33

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: SECONDARY COLOR PALETTE

SHUTTERFLY VISUAL STANDARDS GUIDE

PANTONE P 179-9 U

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C42 M0 Y33 K0 R148 G210 B186 #94d1ba

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PANTONE 281 U

PANTONE 374 U

C100 M0 Y41 K0

C100 M0 Y41 K0

R0 G170 B171

R0 G170 B171

#00a9aa

#00a9aa

CHAPTER TWO GUIDELINES

PANTONE P 179-1 U

C5 M90 Y45 K0

C0 M0 Y0 K2

R225 G65 B100

R248 G248 B248

e14063

f7f8f8

COLOR

PANTONE 206 U

PANTONE 196 U C0 M30 Y10 K0 R249 G193 B203 f9c1ca

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2.3 TYPOGRAPHY SHUTTERFLY

Typography is an important part of visual communication; Berlingske Sans Round is an important element for communicating the Shutterfly brand. The Berlingske type family is friendly and modern. Like good seating, Berlingske works in a wide range of sizes. It makes small copyright lines legible and provides impact VISUAL STANDARDS GUIDE

for large applications on signs or trucks. Berlingske also translates well to both printed and on-screen presentations.

Primary Typeface Berlingske Sans Round Secondary Typeface Recia

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CHAPTER TWO GUIDELINES TYPOGRAPHY

Live in the Moment Live in the Moment Live in the Moment

Live in the Moment Live in the Moment Live in the Moment No

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: PRIMARY TYPEFACE

SHUTTERFLY

BERLINGSKE SANS ROUND

Ss

The typeface Berlingske, originally designed by Playtype

in 2010 for the Danish daily Berlingske â&#x20AC;&#x201C; Denmarkâ&#x20AC;&#x2122;s oldest newspaper, dates back 265 years. The design is carefully

balanced to deliver significant modernization while paying homage to a unique heritage. After four years of further develop with extended styles, language and weights,

Berlingske today represents a wide ranged family that delivers freedom to play around and give any section or subject area a VISUAL STANDARDS GUIDE

specific tonality without sacrificing consistency. The resulting font family, Berlingske, comes in more 229 weights and

contains almost half a million different glyphs. Berlingske is eminently readable and strikingly easy to navigate in while

rich in identity and immediately recognizable. It is a distinctly

newspaper typography, where the difference in height between capitals and minuscule has to be significant in order for the text to be immediately decodable. The typeface embraces a

wide range of section and subject area from news, fashion, art, politics, economic, society, culture, sport, lifestyle, spanning

from news casting, captures, headlines to life style reporting.

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CHAPTER TWO GUIDELINES

Ss

Thin

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+{}|:"<>?

Ss

Regular

Ss

TYPOGRAPHY

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+{}|:"<>?

Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+{}|:"<>?

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Black

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+{}|:"<>?

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: SECONDARY TYPEFACE

SHUTTERFLY

RECIA

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Recia is Carlos De Toro’s debut typeface with ITF. Recia is a contemporary-style serif. The family comes in 10 styles, and its five Italic fonts are ‘true-italic’ designs, which feature a

cursive-structure in the letters. Its x-height is pretty high and VISUAL STANDARDS GUIDE

the characters are slightly condensed, with strokes that are

rather low-contrast. In the lighter weights, hardly any stroke

contrast is visible between the thick and thin portions of the letters, but in the Bold weights, stroke contrast is clear, but

the thinner strokes are still quite chunky. The serifs all take

wedge-shapes. Each font contains 516 glyphs, and the character set offers users multiple figure styles via OpenType features.

The default numeral versions are proportional oldstyle figures.

Recia is optimised for use in running text, particularly in lessthan-optimal printing environments were sturdy letterforms are needed.

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CHAPTER TWO GUIDELINES

Ss

Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+{}|:"<>?

Ss

Regular

Ss

TYPOGRAPHY

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+{}|:"<>?

Regular Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+{}|:"<>?

Ss

Black

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+{}|:"<>?

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2.4 APPLICATION SHUTTERFLY

The brand identity elements reviewed in this chapter inform our approach to application development. We can think of the elements VISUAL STANDARDS GUIDE

of the identity system as our building blocks for all communication materials. By following the guidelines on previous pages, we can meet the brand objectives that are defined by our positioning, mission and vision and still maintain the flexibility to develop uniquely creative and impactful design.

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CHAPTER TWO

GUIDELINES APPLICATION

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: STATIONERY

SHUTTERFLY

The picture is presenting you a mockup of corporate stationery including mobile phone, tablet, business cards as a part of Shutterflyâ&#x20AC;&#x2122;s collection. It can be easily used for creating presentations or prototypes as well as for business demonstration.

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CHAPTER THREE

GUIDELINES APPLICATION

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SHUTTERFLY

VISUAL STANDARDS GUIDE

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NEW VISION 3.1 Expansions 3.2 The Future

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3.1 EXPANSIONS SHUTTERFLY

Our Vision Shutterfly helps people share lifeâ&#x20AC;&#x2122;s joy, VISUAL STANDARDS GUIDE

and experience precious moments by being together to deepen connections Furture Expansion Our new business is going to provide opportunities for experiences that create memories.

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CHAPTER THREE NEW VISON

INSPIRE

CHERISH

ENJOY

EXPANSIONS

SHARE

colleague Family Friends Partner

others

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: POSSIBLILTIES

EDUCATION ED01. ArchKitchen : Cooking classes SHUTTERFLY

ED02. ArchLab : Handcraft workshop ED03. Arch Bookstore : Parents’ and children’s bookstore ED04. ArchFarm : Organic farm ED05. ArchCamp : Family camp ED06. ArchSave : Save money app ED07. ArchParents : Parenting workshop ED08. ArchLove : Family volunteering ED09. ArchFamily : Family Communication Tips ENTERTAINMENT EN01. ShutterPlan : Event Planner EN02. Shutterfly Stage : Performance Stage

VISUAL STANDARDS GUIDE

EN03. Shutterfly Kingkom : Theme Park EN04. Shutterfly Family Show : TV Show EN05. ShutterPlay : Board Game EN06. ShutterTour : Travel Tour EN07. Shutterfly Hotel : Family Hotel Resort EN08. ShutterMark : Family Symbol EN09. ShutterGifts : Gifts and Greeting service EN10. ShutterExchange : Flea market EN11. ShutterFun : YouTube channel LIFE LI01. Tribes Bistro : Restaurant LI02. Tribes Training : Gym LI03. Tribe Interiors : DIY Furniture Store LI04. Tribe Community : Family and Neighbors community LI05. TribeStory : Family Story Record LI06. Tribe Outfitters : Co-branding with Nike LI07. Tribe Calendar : Calendar App

3 Environments 4 Experiences

LI09. TribeCorner : A community for Diversified Families

5 Educational Opportunities

LI11. Tribe Jounal : Digital Magazine LI12. Tribes Notes : Family Habits/Favorites Notes

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2 Services

LI08. Tribal Trees : Family Trees and Ancestry LI10. Tribe Diary : Family Diary App

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6 Events 7 Co-branding Opportunities

CHAPTER THREE

: THE NEW WORLD OF SHUTTERFLY

NEW VISON

SHARING Tangible : Sharing physical things with family

ED04

ED01

ED03 ED02 EN05 EN03 EN07

ED05

EN10

EN09

LI11

LI01

EN02

EXPANSIONS

LI03

LI05

LI11

EN04 ED06

Receive

Give

: Accepting experiences with family

: Creating experiences with family

LI08 ED07

ED08

LI02

EN01 ED09 EN06

EN08

LI04

EN11

LI10

LI12 LI06

LI07

Intangible : Sharing feelings or thoughts with family

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3.2 THE FUTURE SHUTTERFLY

Education The chart on page 57, shows multiple future potentials. The goal is

ArchLab | Arch Bookstore | ArchCamp

to develop different kinds of business types.

Regarding visual analysis, we came out three different categories, which are, education, entertainment and life. We have selected VISUAL STANDARDS GUIDE

three relevant possibilities from each category.

These are occasions/venues designed for family to come together.

Our goal is to promote group connection.

Entertainment ShutterPlan | ShutterflyStage | Shutterfly Kingkom

Life Tribes Training | Tribe Calendar | Tribal Trees

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CHAPTER THREE NEW VISON

THE FUTURE

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SHUTTERFLY

VISUAL STANDARDS GUIDE

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Live in the Moment,

CHAPTER THREE NEW VISON THE FUTURE

and share your precious moments with your family No

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For more information, please follow our website: www.livinginthemoment.org

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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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SHUTTERFLY

VISUAL STANDARDS GUIDE

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