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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
02
03
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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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
18 X 1X
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.
10%
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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~!@#$%^&*()_+{}|:"<>?
Ss
Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+{}|:"<>? No
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: SECONDARY TYPEFACE
SHUTTERFLY
RECIA
Ss
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~!@#$%^&*()_+{}|:"<>?
Ss
Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+{}|:"<>? No
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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. VISUAL STANDARDS GUIDE No
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CHAPTER THREE
GUIDELINES APPLICATION
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SHUTTERFLY
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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
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