Process D PET HOTELS
2016 DESIGNED BY CINDY TAN GRAPHIC DESIGN II
Contents
04
Creative Brief
08
Logotype
30
Color Palette
34
Stationery
38
Packaging
46
Website
56
Epilogue
Creative Brief | Process
04
01
Creative Brief
Creative Brief | Process
Overview This project involves creating an identity for D Pet Hotels that will be utilized in various applications like stationary, packaging, and web design. The goal is to create a cohesive identity system that reflects the values of the company. The project also includes an extensive process of analyzing typefaces and manipulating typefaces to determine the final logo.
Background D Pet Hotels is located in 3 locations, Chelsea, NY, Hollywood, California, and Scottsdale, Arizona. It offers five star luxury boarding, daycare, grooming as well as training classes for dogs. Their goal is to create an environment that is as close to their home as possible. D Pet Hotels offers three dog parks that accommodates all dog sizes. They also have a D-Boutique where they offer food, treats, and various pet products.
Message D Pet Hotels wants to provide the best premium lifestyle for every dog. They want their clients to trust leaving their animal family member with them. The identity system should evoke a sense of friendliness as well as sophistication.
06
Audience
Tone
Dog Owners of all ages
Friendly, Modern, Luxury, Sophisticated
Visuals
Existing photography from D Pet Hotels website
Competitors
New York Dog Nanny, The Spot Experience, New York Dog Spa and Hotel, The Socialhound, The Green Pup, Camp Canine
Logotype | Process
08
02
Logotype
Logotype | Process
Original Logotype
10
Logotype | Process
I went through a process of applying the logotype to 500 typefaces. After narrowing them down to five typefaces, five more variations were made for each typeface based on the following criteria:
cap height interletter spacing interword spacing width of letterforms thick - thin contrast line height
12
Logotype | Process
14
Logotype | Process
16
Logotype | Process
18
Logotype | Process
20
Logotype | Process
22
Through this process, I discovered that even the slightest variations in spacing or shapes of the letterforms, affects the overall tone and aesthetic of the type. I was able to see that many existing typefaces today are not very well designed. When I magnified them, they revealed many distortions. I was also noticed the “color� of the type and how it changed as I modified characteristics within the letters.
Logotype | Process
Final Typeface The final typeface chosen out of the variations is Woodford Bourne. This typeface will be used as the base to further modify and enhance the logotype.
Woodford Bourne
A BC D E FG H I J K L M N O P Q R ST U V W X Y Z a b c d e fg h ij k l m n o p q rstuvwxyz Regular
24
D P E T H OTE LS
Logotype | Process
Analysis of Letterforms I learned to look closely at the width of the letterforms and the way that curves interacted with horizontals and verticals.
rounded slab serif
original
D
modified
rounded inner edges width of the letterform expands
26
original
D P E T H OTE LS modified
CAP HEIGHT BASELINE
thick-thin contrast
fixed interword spacing expanded curve expanded width
Logotype | Process
Final Logotype
Variations
28
This was a 4 week process of modifying the logotype. I carefully looked at the letterforms and made judgements based on what looked optically correct. The initial struggle was creating something that vibrated with energy using the original sans serif typeface. I added rounded slab serifs to communicate the friendly tone of the company which also provided a new perspective to analyze the logotype.
Color Palette | Process
30
03
Color Palette
Color Palette | Process
Color Palette The color palette draws inspiration from the original dark brown color of D Pet Hotels. It is lightened to create a more fresh and light look to the company. It indicates sophistication and luxury style. It also mimics a natural wood color that will be applied to the rest of the identity system.
32
Logotype Pantone 43-16 C CMYK 42/65/64/60 RGB 81/52/45
Solid Backgrounds Pantone 24-10 C CMYK 0/13/23/3 RGB 245/216/188
95%
85%
75%
tints of grey will be used for text based on the color of the background
65%
Stationery | Process
34
04
Stationery
Stationery | Process
Stationery I applied the D logotype to the stationery as well, keeping the same wood texture. The centered D became a characteristic that I would use for other applications.
36
Packaging | Process
38
05
Packaging
Packaging | Process
Suite Package For the packaging, I continued to utilize the wood texture to create a product that would be exclusively for customers who buy the uber package. The concept for it to be like a complimentary starters kit so I thought about some of the essentials dog owners would want for their pets.
40
the cover features only the D to reinforce the simplicity of the company
translucent cover slides out Indicates dog size
inside brochure will feature both the D logotype as well as the full name, D Pet Hotels
Packaging | Process
Leather Boots
Drying Towel
Doggie Floss
Dog Collar
42
Packaging | Process
Services A takeaway piece describing services and prices at D Pet Hotels.
SERVICES
DPETHOTELS.COM
44
DAYCARE 3 hours or less
$84
6 hours
$120
12 hours
$200
BOARDING 24 HOURS Standard suite
$84
Sensational suite
$120
Uber suite
$200
SPA & FITNESS Bath
$65+
Full treatment
$95+
City fitness walk
$15/15 min
Private fitness trainer
$40/hr
Private chef
$9+/meal
CHAFFEUR SERVICES Please call for rates
Website | Process
46
06
Website
Website | Process
Original Website The original website utilized a lot of photography with dark backgrounds which gives the hotel a duller look. The navigation bar was too crowded and not user friendly. Organization of content within the sections was also not well organized.
Landing Page
48
Home Page
Website | Process
Modified Website Landing Page This is where customers can select their location. The dark tone photograph from the original website was replaced with one that is brighter. It depicts a more natural mood and attitude.
Chelsea NYC
50
Hollywood CA
Scottsdale AZ
Home Page
CHELSEA
ABOUT
SERVICES
GALLERY
FAQ
CONTACT
KNIT HAT CHARLOTTE
COTTON HOODIE HOLLY
Website | Process
Services Page This page allows the customer to browse through services that the hotel provides for dogs. When a service is selected, a grey overlay is displayed with white type over it. The dog photography is bright and clean to convey the fresh look of a modern hotel. It also makes it more inviting in contrast to the dark tone of the imagery in the original website.
CHELSEA
SWITCH LOCATION
ABOUT
SERVICES
GALLERY
CONTACT
SERVICES
At D PET HOTELS CHELSEA, we have built a legacy of extraordinary amenities and services for your distinguished dog! Setting the standard as Chelsea’s most exclusive luxury Spa and Resort, D Pet Hotels prides itself as the most experienced dog care facility available today.
BOARDING
DAYCARE
GROOMING
D CHAFFEUR
D BOUTIQUE
PRIVATE CHEF
NEWS
MEDIA
FAQ
OWN A FRANCHISE
© 2016 D Pet Hotels | Policies & Terms
52
CHELSEA
SWITCH LOCATION
ABOUT
SERVICES
GALLERY
CONTACT
SERVICES
At D PET HOTELS CHELSEA, we have built a legacy of extraordinary amenities and services for your distinguished dog! Setting the standard as Chelsea’s most exclusive luxury Spa and Resort, D Pet Hotels prides itself as the most experienced dog care facility available today.
CHELSEA
GROOMING
DAYCARE
BOARDING SWITCH LOCATION
ABOUT
SERVICES
GALLERY
CONTACT
SERVICES D BOUTIQUE
D CHAFFEUR
At D PET HOTELS CHELSEA, we have built a
PRIVATE CHEF
legacy of extraordinary amenities and services for your distinguished dog! Setting the standard as Chelsea’s most exclusive luxury Spa and Resort, D Pet Hotels prides itself as the most experienced dog care facility available today.
GROOMING
DAYCARE
BOARDING NEWS
MEDIA
FAQ
OWN A FRANCHISE
© 2016 D Pet Hotels | Policies & Terms
D BOUTIQUE
D CHAFFEUR
NEWS
MEDIA
FAQ
OWN A FRANCHISE
© 2016 D Pet Hotels | Policies & Terms
PRIVATE CHEF
Website | Process
Boarding Page Once a service is chosen, the customer will be directed to that page within the Services section. I once again focused on imagery that was bright and cheerful. It also adds to the clean and elegant look of the hotel. The content is organized in a clearer manner for customers.
CHELSEA
SWITCH LOCATION
ABOUT
SERVICES
GALLERY
CONTACT
SERVICES
BOARDING
D Pet Hotels offers modern 5 star luxury dog boarding, accommodations and amenities for your most precious companions while you are away on work or play. D Pet Hotels set out from its inception to create the ultimate boarding experience for your distinguished dogs! We are NOT a dog kennel, in fact just the opposite, our goal is to create an environment as close to home as possible.
STANDARD
SENSATIONAL
SUITE LEVELS After a long day of play, our dogs retire to their suites for their evening meal and bed-time. Owners select from a choice of 3 suite accommodations:
54
UBER
CHELSEA
SWITCH LOCATION
ABOUT
SERVICES
GALLERY
CONTACT
GALLERY
CONTACT
SERVICES
BOARDING
D Pet Hotels offers modern 5 star luxury dog boarding, accommodations and amenities for your most precious companions while you are away on work or play. D Pet Hotels set out from its inception to create the ultimate CHELSEA boarding experience for your distinguished dogs! We are NOT a dog kennel, in fact just the opposite, our goal is to create an environment as close to home as possible. SWITCH LOCATION
ABOUT
SERVICES
SERVICES
STANDARD
SENSATIONAL
UBER
BOARDING
D Pet Hotels offers modern 5 star luxury dog boarding, accommodations and amenities for your most precious companions while you are away on work or play. D Pet Hotels set out from its SUITE LEVELS inception to create the ultimate boarding experience for your After a long day of play, our dogs retire to their suites for their evening meal distinguished dogs! We are NOT a and bed-time. Owners select from a choice of 3 suite accommodations: dog kennel, in fact just the opposite, our goal is to create an environment as close to home as possible.
STANDARD
SENSATIONAL
SUITE LEVELS After a long day of play, our dogs retire to their suites for their evening meal and bed-time. Owners select from a choice of 3 suite accommodations:
UBER
Epilogue | Process
56
07
Epilogue
Epilogue | Process
Typeface designed by Wendy Garcia Nancy Martinez Cindy Tan Manping Wu
58
The process has taught me discipline and patience when looking at letterforms.
GDII involved an extensive process of learning how to see letterforms in detail. I was able to fully analyze what makes a good logotype which begins with technical details - interword spacing, interletter spacing, line height, cap height, thick and thin contrast and so much more. I’ve also learned how to adjust type in the thickness and letterspacing when scaling up and down for applications. Typography has always been a struggle for me and I constantly feel like there’s so much more to learn. It was interesting to see how letterforms were made up by handcutting them myself and working off the computer. It has allowed me to fully understand the form which in turn gives me more confidence in my end result.
2016 Process Book Designer Cindy Tan Client D Pet Hotels