Brand Re-Design
The Sherman Library & Gardens
Christine Tinoso / Spring 2015
Table of Contents
1
Introduction
2
Research
3
Logo Development
4
Application Development
5
Conclusion
Overview Mission Statement
Observations Assessment Visual Audit
Mind Mapping Concept and Strategy Logotype Development Type Development Color Development Wordmark Refinement Final Solution Logo Guidelines
Concept and Strategy Signage / Wayfinding Apparel Stationary Merchandising Advertising User Interface
1
Introduction
Overview The Sherman Library and Gardens is a gem nestled in the town of Corona Del Mar. The Library is unique in its amazing collection related to the Pacific Southwest dating as far back as the beginning of the last century. Its collection includes maps, historical photos and reference books as well as an extensive art collection from local artists. The Gardens itself boasts a variety of different flora and fauna ranging from orchids to a ‘coastal’ succulent garden. Our task is to design an effective brand identity that will appeal to a broader demographic while still retaining the charm and elegance that draws its current visitors.
5
MIssion Statement
Mission Statement
They currently have over 150 hard-working, dedicated volunteers that help wherever needed, donating thousands of hours annually tending baskets and flower beds, and working in the greenhouse and Garden Shop.
Introduction
MIssion Statement
Sherman Library & Gardens is a 2.2 acre Corona del Mar horticultural retreat. The Gardens provide a museum of living plants, displayed amidst a setting of immaculate gardens, patios and conservatories linked together by wide brick walkways, beds blooming with seasonal flowers and bubbling tile fountains. The Library houses historical archives of a all sorts pertaining to the rich history of the Pacific Southwest. In 1955 Arnold D. Haskell (1895-1977) bought the Norman’s Nursery property at the corner of Dahlia Avenue and Pacific Coast Highway in Corona del Mar, California. The property included a small adobe house that he planned to use as his Orange County office. Shortly after occupying the adobe Mr. Haskell began landscaping the nursery site and the surrounding property.
Introduction
6
2 Research
Research began at The Sherman Library & Gardens, which included a guided tour of both the library and gardens as well as the Cafe Jardin and Gift Shop and a visual audit into neighboring gardens and other businesses that are similar in style and aesthetic. The Sherman Library & Gardens was next looking specifically at typography and signage.
9
Observations
Library
The Library is located in the adobe house (original to the property) which is tucked in the corner between Dahlia St and PCH. Its hardly noticeable from coming in from the South or North Entrance and has no noticeable signage directly toward it. Its three levels, the first is the lobby area where the librarian staff works, the second level carries the widely used research material and the basement floor stores and catalogs the bulk of its materials which need to be restored properly.
Research
Observations
Gardens
The Gardens has wide variety of plants and flowers that are well cultivated by the volunteer garden staff. The areas are interesting but not well identified. There is a variety of different benches and seats as well as little nooks opportunity for photos. The downside is that the lesser gardens could use better visual display for impact.
Research
10
11
Assesment
Inspiration
An important aspect of the Sherman is its Pacific Southwest heritage and charm. Inspiration can be drawn from DIY home gardens as well as public gardens which boast bright colors and inviting elements of wood furnishings. Its important that the bridge between the gardens and library is obvious.
Research
Assessment
Research
12
13
Visual Audit
Color
The color palette inspiration is drawn from various famous works of floral art, specifically ones with vibrancy and warm hues. The Pacific Southwest inspires both the cool hues from the coast contrasted with the rich earth tones of the inland areas.
Research
Visual Audit
Environment
Looking at both high end and educational facilities there is a way to bridge the gap between the older and younger generation visitor to The Sherman. Both environments evoke a sense of preservation and discovery that The Sherman brings forth in its variety of plants and its historical archives not found anywhere else.
Research
14
15
Visual Audit
Merchandise
Merchandising for The Sherman should be of high end quality while still pertaining to the local charm of the area. Merchandise should reflect the appeal of both the library and gardens.
Research
Visual Audit
Typography
At the center The Sherman Library and Gardens logo must look strong yet not menacing when displayed in black and white. The look will strike a balance between elegant without being decorative and modern without losing focus of the gardens.
Research
16
3
Design Development
The entire process of creating a logotype for The Sherman focused on reflecting the various characteristics of both the library and gardens without one overpowering the other. Through many trials and errors I have reached a solution that will appeal to both older visitors as well as opening the gates for younger visitors to explore and enjoy the gardens.
19
Current Brand
Typography
The current logotype for The Sherman is decorative and features fuchsias as a main flower of the gardens. The logotype isn’t very versatile and appears inconsistent to the integrity of The Sherman Library and Gardens. It also reflects the gardens much more than the library.
Design
Current Brand
Signage
Signage for The Sherman are based around decorative fonts. The signs match in shape but not in actual type. All of the signage is dated and difficult to spot both on the inside and outside of the facilities.
Design
20
21
Mind Mapping
Library
Design
Mind Mapping
Gardens
Design
22
23
Mind Mapping
Library / Gardens
Research
Mind Mapping
Art at The Sherman
Research
24
Concept & Strategy
25
Concept I decided to merge the feeling of exploration in the gardens with the quiet charm of the library while still preserving the traditional founding of the place. At the same time not alienating younger and older generation visitors, new or longtime visitors to The Sherman.
Keywords
Celebrate Invite Warmth
Discover Charming Preserve
Design
Logotype
Typefaces
Design
26
27
Logotype
Typographic Explorations
Design
Logotype
Typographic Explorations
Design
28
Logotype
29
Refinements SHERMAN Library & Gardens
SHERMAN
Library & Gardens
I made the decision to switch to a slab serif in order to make both the older and younger audience feel comfortable
Design
Logotype
30
Final Custom Type - Primary Typeface
Raleway Regular - Secondary Typeface
Aa Bb Cc Dd Ee Ff Hh Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234 5670 Raleway Bold - Secondary Typeface
Aa Bb Cc Dd Ee Ff Hh Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234 5670 Design
31
Wordmark
Tagline
Second Draft Taglines
Chosen Tagline
The doors are open Crossroads of History and Nature A place all its own “a place all its own�
Rough Taglines
Read and Wonder Wander and Wonder Discover. Learn. Relax. Where Plants and Books Meet The Gem of Corona Del Mar Cultivated 1955 Pages and Plants A Peace of The Pacific Southwest
Open your mind and soul See. Touch. Feel. Wander withing our gates An experience awaits... A view unique
Design
Wordmark
32
Final
The final logotype with tagline displays the uniqueness of The Sherman Library and Gardens. The logotype is based off Museo Slab and has several bottom serifs changed to reflect a more inviting and charming look. Sherman in all caps distinguishes the namesake without depending on it entirely. Library & Gardens are set in the same point size to denote that both are important. The small ampersand provides a bridge between the two without dividing them or putting one higher than the other.
Design
Logo Guidelines
33
Color
#FFC40C
The color palette is pulled from the vibrant colors native to the Pacific Southwest, namely the Southern California area. The yellow for the typical California sun as well as Orange County location. Green for the plant aspect and blue to represent the rich history that the library archives. Red to be used to denote membership status and neutral gray for background.
#48B74A
#00688F
#C2344A
#D1D3D4
Design
Logo Guidelines
Appearance
“a place all it’s own”
“a place all its own”
The logotype and tagline can be arranged into different compositions depending on the print material needed and for the purposes of multimedia branding.
Design
34
4
Application Development
Application of the logotype is aided by icons and patterns that can be used across many surfaces be incorporated into all aspects of The Sherman Library & Gardens.
37
Concept and Strategy
Sketches
Application
Concept and Strategy
Icons
The icons are based around the various gardens and designated areas about The Sherman. Every area is represented through consistent stroke and use of only one color.
Application
38
39
Concept and Strategy
Pattern The icon “tree� weaves icons for both the library and gardens into a versatile vine pattern that looks good as a background image or as foreground elements in any and all materials.
Application
Concept and Strategy
Alternatives Used for Garden Only
Application
40
41
Concept and Strategy
Alternatives Used for Library Only
Application
Concept and Strategy
Alternatives Smaller pattern for smaller print materials
Smaller pattern to be used as background or intense repeating pattern
Application
42
Application
Parking Entrance Banners
PCH Banners
Banners
Plant ID Stakes
Section Stakes
Section Info
Section Indicator
Plant ID
Parking Sign
Restroom Indicators
Tertiary
Guide Post near crosspath of Central Garden
Guide Map near North Entrance
Guide Map near South Entrance
Secondary
Dahlia St Library Entrance
South Entrance Sign
Primary North Entrance Sign
Signage Program
43 Signage
Signage
Primary
Entrance Signs / Banner The main entrances sign for both the back packing lot and PCH entrance will featured a wooden sign with yellow text or a hanging sign. In addition the walls of the adobe can be painted with the pattern.
Application
44
Signage
45
Secondary Directional Signs
Hanging signs for the entrances to housed gardens as and wall plaques.
Library Tropical Conservatory Rose Garden
Speciman Shade Garden Tea Garden Gift Shop
Welcome! Sherman Library & Gardens is a 2.2 acre Corona del Mar horticultural retreat. The Gardens provide a museum of living plants, displayed amidst a setting of immaculate gardens, patios and conservatories linked together by wide brick walkways, beds blooming with seasonal owers and bubbling tile fountains.
There will be a sitemap for the main entrance for the gardens and a several guide posts posted around the gardens areas. The signs are made of wood with painted acrylic on top.
Application
Today:
Sun Garden Sherman Library & Gardens is a 2.2 acre Corona del Mar horticultural retreat. The Gardens provide a museum of living plants, displayed amidst a setting of immaculate gardens, patios and conservatories linked together by wide brick walkways, beds blooming with seasonal owers and bubbling tile fountains.
Signage
46
Tertiary Lavender
Gift Shop
Other Facilities
Library
The gift and shop will both have hanging signs while the offices for both the library and gardens will have a simple house sign. The restroom signs will jut out of the wall to be able to be seen from far away.
Application
Signage
47
Plant ID Plant Information
Sun Garden Sherman Library & Gardens is a 2.2 acre Corona del Mar horticultural retreat. The Gardens provide a museum of living plants, displayed amidst a setting of immaculate gardens, patios and conservatories linked together by wide brick walkways, beds blooming with seasonal owers and bubbling tile fountains.
Lavender
The plant information with be at a reasonable height for both children and adults. There are separate signs to indicate the name of specific plants and plant stakes to show particular plants of interest to the visitors.
Gift Shop
Stake signs for plant names as well as metal icon stakes
Application
Library
Tea Garden Gift Shop
Welcome! Sherman Library & Gardens is a 2.2 acre Corona del Mar horticultural retreat. The Gardens provide a museum of living plants, displayed amidst a setting of immaculate gardens, patios and conservatories linked together by wide brick walkways, beds blooming with seasonal owers and bubbling tile fountains.
Signage
48
Banners Street Banners / Parking Lot Banners
Today:
The banners would be displayed along PCH as well at the entrances of the back parking lot. There are separate event banners for daily, monthly and special events.
Application
49
Signage
Banners
Application
Sherman Library & Gardens is a 2.2 acre Corona del Mar horticultural retreat. The Gardens provide a museum of living plants, displayed amidst a setting of immaculate gardens, patios and conservatories linked together by wide brick walkways, beds blooming with seasonal owers and bubbling tile fountains.
Welcome!
Tropical Conservatory Rose Garden
Library
Speciman Shade Garden Gift Shop
Tea Garden
Today:
Gift Shop
Sherman Library & Gardens is a 2.2 acre Corona del Mar horticultural retreat. The Gardens provide a museum of living plants, displayed amidst a setting of immaculate gardens, patios and conservatories linked together by wide brick walkways, beds blooming with seasonal owers and bubbling tile fountains.
Sun Garden
Lavender
Library
Signage
50
Application
51
Apparel
Apparel T-Shirts for visitors
Application
Apparel
Aprons for garden workers
Application
52
53
Stationary
Stationary
Stationary set with mug, tote bag, and gift shop bags
Application
Stationary
Application
54
55
Stationary
Buisness Card Business cards for library workers
Paul Wormser Librar y Director
paul@slgar dens.or g Tel: (949) 673 - 1880 Fax: (949) 673 - 5458
slga rd ens.or g
Business cards for garden workers
Scott LaFleur Gar dens Direc to r
scotl@slga rd ens.or g Tel: (949) 673 - 1880 Fax: (949) 673 - 5458
slga rd ens.or g
Application
Stationary
Buisness Card
Application
56
57
Stationary
Bookmarks
Application
Merchandising
Terrariums
A terrarium book end exclusive to The Sherman, the gift set will contain different types of glass in combination with different types of wood making each of them unique.
Application
58
59
Advertising
Vehicle
Vehicle appliquĂŠ for van
Vehicle appliquĂŠ for car
Application
Advertising
Rack Card
Application
60
61
User Interface
Website
Website face lift that is modern and attractive, easy to read for older audiences and bright bold presentation easy for younger audiences to use,
Application
User Interface
Website
Application
62
63
User Interface
Mobile
The mobile website version would include access to an interactive map and an audio tour as well as plant identification through a picture recognition search engine.
Application
User Interface
Mobile
Application
64
5
Conclusion
The Sherman Library and Gardens will not only foster a love for gardening and for plants and flowers everyone but an appreciation for the rich history of the Pacific Southwest. By engaging a younger audience they will grow up to be active participants with not just what The Sherman has to offer but on a larger scale.