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[ Visual Development Guide ]
Visual Development Guide ///
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[ Visual Development Guide ]
02 Visual Development Guide
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First publish in 2017 Š Nina Chen
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“MEN ARE NOT AFRAID OF THINGS, BUT OF HOW THEY VIEW THEM.” — Epictetus, Greek Stoic philosopher
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TABLE OF CONTENTS Section One
THE ORIGIN
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Overview
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Our Mission
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Section Two
Section Three
VISUAL ANALYSIS
IDENTITY DEVELOPMENT
The Old Mark
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Logo Sketches
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New Concepts
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Digital Sketches
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Logo Research
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Final Logo
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OVERVIEW Pinkerton is the industry’s leading provider of risk management services and solutions for organizations throughout the world. From private detective work, to corporate risk consulting, Pinkerton prides itself on offering services to keep your company safe. Pinkerton offers national and global organizations a vast selection of reliable risk management services and solutions, including Global Screening, Security Risk Management, Investigations, Protective Security, Response Services, and Intelligence Services. Pinkerton’s clients including companies, organizations and individuals. Pinkerton traces its roots to 1850 when Allan Pinkerton founded Pinkerton’s National Detective Agency. Throughout its rich history, Pinkerton created the forerunner to the U.S. Secret Service, hired America’s first woman detective, and has remained the industry leader in developing innovative security and risk management solutions for national and international corporations. With employees and offices around the world, Pinkerton has the resources to provide reliable and scalable protection for clients and their assets around the globe.
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OUR MISSION
Our mission is to free you from fear and guarantee you a well-founded confidence in security.
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FUTURE
NOW
PAST
SOUL
Freedom from fear
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VISUAL ANALYSIS
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The Old Mark
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New Concepts
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Logo Research
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THE OLD MARK Before starting to develop our new identity, we analyze the pros and cons of our past logo The pros of the past logo is contemporary, bold and have high legibility in different application. The visual concept is literally the slogan “We Never Sleep“, using a concise shape to show the Eye and the spirit of “Always Watching”. The cons of it is that the visual look is not close to the audience. According to our interview, people’s first impression of our past logo is “Serious and aggressive“. So, after synthesized the pros and cons above, we came up with concepts indicates our brand soul and mission for our new identity.
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Our past logo
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NEW CONCEPTS We have three main ideas which indicate our future direction and allow us to explore visual system which is base on our brand soul and mission. The three main ideas are base on our three key words : Trust, Integrity and Vigilance. For Trust, we use the initial letter of our brand name “P� as our approach. For Integrity, we use container shapes and last for Vigilance we use Eye .
TRUST We believe any great relationships are based on trust and firm belief in the reliability, truth.
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INTEGRITY The quality of being honest and having strong moral principle is what we stands for. We against crime and injustice.
VIGILANCE We Pinkerton takes action of keeping careful watch for possible danger or difficulties.
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LOGO RESEARCH
Competitors Logo A brand mark is like a person’s identity, it should be unique and distinctive from others. Thus, it is important to know what our current competitors logo look like, knowing their visual concept and visual language, so we can avoid similarity. After our research, we have noticed that the majority of them use badge as their visual concept, to show their qualification of their profession. What’s more, they use warm color such as red or reliable color such as blue to give people a steady and reliable impression. Yet, they don’t have much personality to standout from each of them. What can we do more than these? Getting the lessons from the competitors and visualize our brand soul? Freedom from fear.
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Visually Similar Logo According to our concept and direction: using the initial letter P, container shapes and circular movement. We also search for similar visual concept and approach to avoid similarity.
It is too common and has less characteristic.
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IDENTITY DEVELOPMENT Logo Sketches
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Digital Sketches
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Final Logo
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LOGO SKETCHES
Idea 01_ Trust Using our initial letter of our brand name “P“, to show our spirit of trustworthy. Yet, from the visual standpoint, we found out that letter P isn’t visually compelling and it’s hard to get balance. So for this idea, we select the one with frame and will see how it look in digital sketch.
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The container convey a protect look and feel.
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Idea 02_ Vigilance We Pinkerton takes action of keeping careful watch for possible danger or difficulties. For this idea, we use Eye as our visual but trying different look and feel to avoid the issue we have with our past logo. Yet, we still think the Eye are too aggressive and might cause misunderstanding.
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The surrounded divide shape matches with our brand mission about security.
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Idea 03_ Integrity The quality of being honest and having strong moral principle is what we stands for. Using container shape to present our brand’s future direction. For this idea, it carry the message the best, so we also make this idea into digital sketches.
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DIGITAL SKETCHES // 01
With the frame, it creates a better balance of the initical letter P. Yet, the overall look and feel still didn’t match with our brand soul and mission.
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P I N K E R T O N
C: 50 M: 60 Y: 60 K: 60
C: 0 M: 0 Y: 0 K: 50
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C: 0 M: 0 Y: 0 K: 80
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DIGITAL SKETCHES // 02
Using hexagonal as a container shape creates a steady and reliable look and feel. We also try different content shapes of expressing our brand soul and brand mission.
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P I N K E R T O N
C: 100 M: 95 Y: 0 K: 10
C: 0 M: 0 Y: 0 K: 80
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C: 0 M: 0 Y: 0 K: 50
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DIGITAL SKETCHES // 03
Another container shape we try is circle, divided in three parts showing our three main serverces group which are physical security, business risk management and community.
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C: 50 M: 60 Y: 60 K: 60
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C: 0 M: 0 Y: 0 K: 50
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C: 0 M: 0 Y: 0 K: 80
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FINAL LOGO
After rounds of modify and refine. We integrate the ideas that works the best with our brand soul and mission.
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FINAL LOGO
The final logo use the circle container shape and divided into three parts that signify the three main service we provide which is physical security, business risk management and community. In the container shape there is a round shelve means protection and trust. The color are steady dark blue with golden brown showing our reliable and loyal.
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This is an non-commercial project for educational purpose and is not intended to represent the Pinkerton brand. Design // by Yung Jou(Nina) Chen Resources // www.pexels.com Graphic Burger Class // Nature of Identity Professor // Hunter Wimmer All rights reserved. no part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any other information storage and retrieval system, without prior permission in writing from the publisher.
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