brand book
brand book
Book design Š 2016 by Claudia Guanes #02807284. All rights reserved. claudia@guanes.net Published by Claudia Guanes for the course GR 604: The Nature of Identity, instructed by Gordon Mortensen in Fall 2016 at Academy of Art University, San Francisco, CA. No portion of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means electronic, mechanical, photocopying, recording, or 2 otherwise without the express written permission of the publisher.
contents
table of Phase One: Exploration 05 Word One: Yesterday Word Two: Home
06 12
Phase Two: Old Westclox 19 Company History Identity History
20 22
Phase Three: New Westclox 25 Rebrand Objective Brand Grid Audience Profile
26 28 32
Phase Four: Brand Guidelines 39 Our New Logo 40 Secondary and Alternate Logos 41 Anatomy 42 Clear Space 43 Logo Don’ts 44 Color Standards 46 Typography Standards 47 Grid Standards 48 Image Standards 49
Phase Five: Brand Extensions 51 Stationery Package Delivery Truck Product Catalog
52 54 56
4
PHASE ONE: EXPLORATION
exploration
phase one: Two words, one idea. In this phase, we explore the nature of identity from its most basic premises, and we will adapt the principles of semiotic theory to graphic design. For this, we chose the words yesterday and home to explore their meanings and find common ground between them.
Word One: Yesterday
Yesterday can have different concepts meaning the same thing: time past, memories, looking back, old school, music, etc. Here are some explorations digging deeper in those concepts.
6
PHASE ONE: EXPLORATION
WESTCLOX BRAND BOOK
7
Y RDA E T YES Y A ERD
T YES TODAY TODAY TODAY
Word One: Yesterday
ST E R DAY
ER D A Y YE
DAY TER YES DAY TER YES YESTERDAY YESTERDAY YES T YES T E R DAY
DAY TER YES DAY TER YES YESTERDAY YESTERDAY YES T E R DAY
YESTERDAY YESTERDAY YES TER DAY YES TER DAY
8
PHASE ONE: EXPLORATION
WESTCLOX BRAND BOOK
9
Word One: Yesterday
10
PHASE ONE: EXPLORATION
WESTCLOX BRAND BOOK
11
Word Two: Home
Family, love, cooking, shelter, sports. All of these words can find a sense of home within them, and here are some explorations in that regards.
12
PHASE ONE: EXPLORATION
WESTCLOX BRAND BOOK
13
Word Two: Home
14
PHASE ONE: EXPLORATION
WESTCLOX BRAND BOOK
15
Word Two: Home
16
PHASE ONE: EXPLORATION
WESTCLOX BRAND BOOK
17
18
PHASE TWO: OLD WESTCLOX
old westclox
phase two: Using our two words from Phase One, we have identified a “dead” or “dying” brand that fits within our semiotic research: Westclox. In this phase, we dig into Westclox’s history within its company and its identity.
Company History 1885: Charles Stahlberg and others from Waterbury,
CT, originally formed as “United Clock Company” in Peru, IL, intending to manufacture clocks based on a technological innovation by Stahlberg. It later reorganized under the new name Western Clock Company.
1899: The company started production of an inexpensive,
back-winding pocket watch in 1899.
1909: The company first brought the Big Ben to market,
becoming the first alarm clock advertised nationally.
1910: The
modern trademark of the company, “Westclox,” first appeared on the backs of Big Ben alarm clocks. The trademark was officially registered by the company on January 18, 1916.
1938: Westclox introduced their first portable travel
alarm clock to the market.
1942:
During World War II, Westclox and other General Time Corporation subsidiaries produced aviation instrumentation and control components, compasses for the United States Army, and clocks for the United States Navy.
1959: Westclox introduced and patented their “drowse”
alarm, which was one of the first of its kind powered by electricity, which integrated what is now more commonly known as a “snooze” function.
2007: Salton, the parent company, sold its entire time
products business, including the Westclox and Ingraham trademarks, to NYL Holdings LLC.
20
PHASE 2: OLD WESTCLOX
2016: Westclox expands the company into setting production of longcase clocks and home furnishings, as part of re-innovating itself.
WESTCLOX BRAND BOOK
21
Identity History
Westclox’s previous logos have been a simple wordmark of its name. The typeface originally used for the wordmark, however, has been inconsistent; each product had a different typeface for the logo. As the years went by, the logotype became consistent in all of their products, using Garamond as the standard typeface.
Westclox
22
PHASE 2: OLD WESTCLOX
WESTCLOX BRAND BOOK
23
24
PHASE THREE: NEW WESTCLOX
new westclox
phase three: In this phase, we shine a new light into Westclox by rebranding the company into something new. To do this, we create a rebrand objective to demonstrate the company’s new focus, a brand grid to describe the old and new company using conceptual images, and the audience profiles of the target customers of the new Westclox.
Rebrand Objective
While Westclox remains a current brand in wall clocks and alarm clocks, that is its only focus. The use of alarm clocks is deplenishing due to the digital age, as most now use their smart phones. As an opportunity to re-envision, Westclox will branch out in luxurious home furnishing, particularly in living room and entertainment. There will be a new line of cabinets, storage, and home entertainment. This will also open the opportunity to branch out in floor clocks, wall clocks,and desk clocks, as a signature part of the set.
26
PHASE THREE: NEW WESTCLOX
WESTCLOX BRAND BOOK
27
Brand Grid
The brand grid is a tool to help describe the brand and its personality at a glance. To do this, we create a grid with specific terms and, based on those terms, find images that correlate them. This helps guide the viewer to the essence of the brand itself. Two grids are created: the before is Westclox prior to the rebrand; the after is newly re-envisioned Westclox.
28
PHASE THREE: NEW WESTCLOX
Template
Object
Architecture
Texture
Person
Brand Name and Typography
Animal
Activity
Chair
Food/Drink
WESTCLOX BRAND BOOK
29
Brand Grid
Before
Westclox
30
PHASE THREE: NEW WESTCLOX
After
Westclox
WESTCLOX BRAND BOOK
31
Audience Profile
Audience profiles are used to help establish the target audience at which one will aim the branding messages about Westclox. Though they are not real people, these candidates help illustrate the audience for the brand and how to reach out to them.
32
PHASE THREE: NEW WESTCLOX
Who are they? What are their names? Do they have a handle in life? What do they like to eat? What do they do when no one else is looking?
WESTCLOX BRAND BOOK
33
Audience Profile
Mary Age: 36 Location: New York City Occupation: Party consultant Marital status: Single In her down time, Mary enjoys reading a good book, go shopping for inspiration, or hosting small gatherings and entertaining her friends. Her profession keeps her very busy, so she tends to be set up on blind dates by her friends, but no one has caught her eye as of yet. Part of her job description is to conceive, organize and execute social events. Some of her social events are held in the client’s home, which sometimes requires her to decorate the house to set the mood of the event.
34
PHASE THREE: NEW WESTCLOX
Peter Age: 58 Location: Seattle Occupation: Business owner Marital status: Married Peter owns a local bookstore. Business is starting to grow, so he’s planning on adding a coffee shop to increase sales even further. He is married to his wife for 25 years and has two children. In his free time, he enjoys playing golf or playing saxophone with his jazz buddies at a local club. Since the youngest son recently left for college, Peter and his wife are planning in remodeling their home to give it a fresher look.
WESTCLOX BRAND BOOK
35
Audience Profile
Mark Age: 33 Location: Washington DC Occupation: Politician Marital status: Divorced Mark is running his campaign to become a state congressman. During the little free time that he has, he enjoys kayaking or shooting pools with his buddies; sometimes he invites news crew members to join in, as he is being filmed all the time. He was married to his wife for two years, but unfortunately went through a divorce recently due to focusing on his campaign too much. Fortunately, the divorce did not affect his reputation too much. Mark has moved to a new house and is currently looking to furnish it in order to host his fund raisers.
36
PHASE THREE: NEW WESTCLOX
Linda Age: 27 Location: Miami Occupation: Realtor Marital status: Married Linda is recently married and has just arrived from her honeymoon in Hawaii. Both her and her husband are looking into having children soon. Until then, they enjoy spoiling just their dog, Max. Linda loves water, so she often swims laps or goes snorkeling at the beach, often taking Max along with her. Being a realtor, Linda’s job is to sell houses to her clients. Part of the selling point is demonstrating how the house could look like if the clients choose to buy it, so oftentimes she furnishes the rooms herself to create the vibe.
WESTCLOX BRAND BOOK
37
38
PHASE THREE: NEW WESTCLOX
brand guidelines
phase four: Having visual standards helps define how the mark of the brand will be treated after launch and includes set specifics to be followed as a whole. In this phase, we introduce our new logo, its alternative versions, its anatomy, and set the standards for logo clear space, how to use the logo, colors, typography, grid, and imaging.
Our New Logo
Westclox’s new logo uses Futura Std as its typeface, giving it a modern look. For the first time, the logo includes an icon, which consists of the negative space within the “w” that is twice the size of the logotype.
40
PHASE FOUR: BRAND GUIDELINES
Secondary & Alternate Logo Versions
The secondary version of the logo is having the icon aligned vertically centered with the logotype. This can be used in scenarios where the width is greater than the height.
Black text and icon
White text and icon on a color background
Standalone icon and its variations
WESTCLOX BRAND BOOK
41
Anatomy
Though Futura is a geometric typeface, the logotype is slightly modified so that it all fits within the grid. The X grid is measured by the width of the “l” in the logotype. On the standard logo version, the icon is aligned horizontally centered with the “t”.
42
PHASE FOUR: BRAND GUIDELINES
Clear Space
The clear space for every version of the logo is 2X on every side, where X is measured by the width of the “l” in the logotype.
WESTCLOX BRAND BOOK
43
Logo Don’ts
44
Do not invert colors.
Do not use unapproved colors.
Do not use one solid color other than black or white.
Do not use special effects.
Do not skew the logo.
Do not use different typeface.
PHASE FOUR: BRAND GUIDELINES
Do not alternate proportions.
Do not outline the logo.
Do not use shadow.
Do not add elements.
Do not use gradients.
Do not change transparency.
WESTCLOX BRAND BOOK
45
Color Standards
Primary Colors
PANTONE Black 6 C
PANTONE 801 C
PANTONE 431 C
C=78 M=25 Y= 4 K=0
C=66 M=52 Y=44 K=17
C=0 M=0 Y= 0 K=0
C=0 M=0 Y= 0 K=100
R=0 G=152 B=206
R=93 G=103 B=113
R=255 G=255 B=255
R=0 G=0 B=0
#0098CE
#5D6770
#FFFFFF
#000000
Secondary Colors
46
PANTONE 1505 C
PANTONE 803 C
PANTONE 334 C
PANTONE 7629 C
C=0 M=72 Y=100 K=0
C=3 M=2 Y= 98 K=0
C=100 M=11 Y= 68 K=1
C=37 M=81 Y= 71 K=41
R=255 G=107 B=0
R=253 G=283 B=0
R=0 G=149 B=120
R=112 G=51 B=49
#FF6B00
#FDE800
#009578
#703331
PHASE FOUR: BRAND GUIDELINES
Typography Standards Futura Std Futura is the primary typeface to be used to represent Westclox.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Garamond Premier Pro Garamond Premier Pro is to be used as a complementary typeface alongside Futura. It is recommended to use Garamond for body text in documents.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Arial Arial is an alternate typeface for whenever Futura and Garamond are not available.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
WESTCLOX BRAND BOOK
47
Grid Standards Heading: Futura Std Medium 20pt/26pt, tracking 20
Quote: Futura Std Medium 24pt/32pt Secondary Heading: Futura Std Medium 16pt/20pt, tracking 10 Subhead: Garamond Premier Pro Bold 12pt/14pt, tracking 10 Our grid consists of 0.5” margins (with a 0.875” margin inside), 6 columns (with a 0.125” gutter), and 15 rows (with a 0.1875” gutter). Our body type consists of Garamond Premier Pro Regular 12pt/14pt, tracking 10, with space of 6pt after the paragraph.
Annotation: Garamond Premier Pro 7pt/9pt, tracking 10
48
PHASE FOUR: BRAND GUIDELINES
Image Standards
When displaying an image, use images of living rooms or entertainment rooms displaying the product. The room must include a Westclox clock, whether longcase or wall-bound, to portray the origin of the company.
WESTCLOX BRAND BOOK
49
50
PHASE FOUR: BRAND GUIDELINES
brand extensions
phase five: Brand extensions are used oftentimes to create new products within an already-established brand to increase sales. For this phase, we achieve this by expanding the brand through designing stationery package, delivery truck, and product catalog.
Stationery Package
52
PHASE FIVE: BRAND EXTENSIONS
Having a custom stationery package helps unifying the brand as a whole when communicating with clientele and/or other businesses.
WESTCLOX BRAND BOOK
53
Delivery Truck
These are different design variations of delivery trucks available at Westclox. Depending on the size of the vehicle, either the vertical or horizontal logo may be used.
54
PHASE FIVE: BRAND EXTENSIONS
WESTCLOX BRAND BOOK
55
Product Catalog
56
PHASE FIVE: BRAND EXTENSIONS
WESTCLOX BRAND BOOK
57
Product Catalog
58
PHASE FIVE: BRAND EXTENSIONS
WESTCLOX BRAND BOOK
59
60
PHASE FIVE: BRAND EXTENSIONS
62
PHASE FIVE: BRAND EXTENSIONS