Process Book
ease of an in-store experience through the convenience of an online interface.
fables is an online book retailer which strives to provide users with the
visual mark development concept development
The purpose of this project is to begin to develop the identity for a fictitious business or service through the creation of a logo and associated style guidelines. Then apply these standards to the design of four key pages of their website
I chose to create an identity for an online book retailer. I wanted the brand name to reflect the old traditions of written word and create an online retailer which kept books as their main focus. The name fable was selected to reflect these characteristics.
visual mark development initial concept development 1.
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fable Fable } fable Fable } fable Fable } fable
Fable } fable Fable } fable Fable } fable Fable } fable } Fable fable } Fable
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online book retailer
fable online book retailer
fables
fable
1. I sorted through fonts which would best combine the old and new traditions, combining what would be an online book retailer with the selling of books. 2. This was my initial concept however it resembled the Kobo brand too closely
fables
online book retailer
fable
online book retailer
fable online book retailer
fable
Fables
online book retailer
3. I explored hand drawn elements and linear vector drawings, and combination of the two. Initially I was leaning towards orange as the main brand colour because of its vibrancy in comparison to existing online book retailers.
visual mark development initial concept development 2.
paper crown
online book retailer
paper crown
online book retailer 1.
paper crown
online book retailer
paper crown
online book retailer
paper crane online bookstore
paper crane
online book retailer
paper crown online book retailer
1. Going on a tangent, the linear drawing concept was pushed further influencing the name of the brand as well.
2. Though the look of these elements were appealing to my peers it lost the original message I was trying to communicate initially.
visual mark development visual mark refinement
fables
fables
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fable
I ended up going with this visual mark because of its simplicity and straight forwardness. It could lend itself to any medium easily and could be expanded on with branding guidelines.
Originally my heart was set on orange but after stepping back I explored other colour variations.
visual mark development finalized visual mark
The fables wordmark is simple and straightforward, just like the service we provide as an online book retailer. The framing top and bottom rulers convey the side profile of stacked books. Klinic Slab Medium complements our brand’s core message by representing the notions of being stable yet welcoming. Olive green is used to further convey our warm and welcoming nature.
Overall, with the simplicity of the overall design in combination with strong graphic elements and a punch of green, fables is understated yet timeless.
visual mark development excerpts from graphic style manual
visual mark development excerpts from graphic style manual
To view the Graphic Standards Manual for this project in its entirety please visit www.corneliabaptista.ca/fables
website development sitemap
website development wireframe & design mockup
Once my sitemap, wireframes and design mockups were approved (in that order) I planned out my build by sectioning off style elements and divs
To view the built site and Graphics Standards Manual please visit: www.corneliabaptista.ca/fables
Process Book