VISUAL DEVELOPMENT GUIDE
2 VISUAL DEVELOPMENT GUIDE
TABLE OF CONTENTS
VISUAL STRATEGY GUIDE
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TABLE OF CONTENTS
VISUAL RESEARCH 04 Logo Research 06 Brainstorming
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IDENTITY DEVELOPMENT 10 Logo Sketches 22 Refinement 26 Computer Sketches 32 Finalization 34 Logo Anatomy
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Chapter 1
VISUAL RESEARCH 04 Logo Researching 06 Brainstorming
LOGO RESEARCH
During 1940-1956, the Gourmet magazine title had varied many times, as you can see they are all handwritting. Since 1957, the first real sense of logo came out. The Gourmet designed its own font as the logo based on the handwriting versions it did before. The second one came out in 1993, they made the lenth of the x-height longer and a little change of letter “g“ which was getting closer to the final one. In 1997, they changed logo into the final version. Comparing with the two earlier logos, the circle of letter ”g” became bigger, and thet shorten the horizontal line of letter “t“, the final one has a clean and modern look.
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1940-1956
1957
1993
1997
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BRAINSTORMING —KEYWORDS Start with key phrases brainstorming in order to find concepts that fits for the new Gourmet soul—fostering cultural exchange between people from diverse background. These key phrases will be used to guide the visual development of my brand and will define categories — or “camps” that I will begin sketching within.
Diverse
Exchange
Gourmet aims to fostering cultural exchange between
Cultural exchange seems to be inseparable with food as food
people from diverse background. It offers people a di-
helps open the world to all cultures and achieves cultural
verse world through food, so diversity is the major thing
exchange between different countries.
that Gourmet presents to people. Connecting (Widely Spread) For better or worse, one aspect of food history that can’t be ignored is the way it helped to spread various cultures around the world. The mission of Gourmet is to use food to connect people from different cultures. Different cultures can be widely spread by connecting different people, so the way of connecting people is really important.
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Food, like language, helps to connect people and allow them to get to know and understand each other.
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Chapter 2
IDENTITY DEVELOPMENT 10 Logo Sketches 22 Refinement 26 Computer Sketches 32 Finalization 34 Logo Anatomy
LOGO SKETCHES —CAMP 01 / DIVERSE For the diverse concept, I tried to combine various shapes and lines together to convey a sense of diversity.
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LOGO SKETCHES —CAMP 01 / DIVERSE
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LOGO SKETCHES —CAMP 02 / CONNECTING (WIDELY SPREAD) Connecting means linking, associating, adjoining and touching. I thought about river, and camel train that bring various food to many countries.
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LOGO SKETCHES —CAMP 02 / CONNECTING (WIDELY SPREAD)
I tried to combine river and latter “G” together.
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Trade expedition is a way to foster cultural exchange, so I used camel as the element and also combine it with river element.
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LOGO SKETCHES —CAMP 03 / EXCHANGE For my exchange concept, I tried to play with curve lines to represent cultural exchange, and I also tried to combine curve lines into letter “g”.
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I tried to experiment different curve lines to represent concept exchange.
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LOGO SKETCHES —CAMP 03 / EXCHANGE
After talk with several friends, hey thing the element below reminds us of exchange, so I decided to use it as one of my design element.
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Here, I tried to combine exchange element with the letter “g”.
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REFINEMENT I selected sketches with simple and strong shapes.
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REFINEMENT
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COMPUTER SKETCHES
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COMPUTER SKETCHES
The version above was my first choice, but after I talked with my friends, they think I should make it more like letter “g”.
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COMPUTER SKETCHES
I changed the lower curve line to make it more close to a full circle that make it more like letter “g”.
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I redrew the logotype and made
I modify the loop part of the
some changes for the brandmark.
letter “g”.
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FINALIZATION —HORIZONTAL VERSION
Symbol
Logotype
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—VERTICAL VERSION
Symbol
Logotype
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LOGO ANATOMY —HORIZONTAL VERSION
X X X
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—VERTICAL VERSION
X X X
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DESIGNS
Crystal Chen
IMAGE SOURCE
www.pinterest.com www.flickr.com www.500px.com www.google.com/imghp?hl=en&tab=wi&ei=ALlNWJCwB42mjwOShJqADQ&ved=0EKouCBcoAQ www.seriouseats.com/2009/10/first-premiere-issue-of-gourmetmagazine-january-1941-vol-1-issue-1.html
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