Brand Re-Design - Sherman Library & Gardens

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.