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TABLE OF CONTENTS
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Palm’s Past Our History
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Palm’s Future Our Vision Our Mission
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Logo Research Our Identity Evolution Our Competitor Logos
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Logo Development First Exploration Second Exploration Third Exploration Fourth Exploration Competitor Logos Our Future Logo The Next phase
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Resources
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INTRODUCTION Branding is one of the most important aspects of any business; it tells your customer who you are, what you believe in, why you matter and how you are different from competitors. When a company begins to lose their audience or fall behind, it’s important for a company to reinvent themselves to stay in business. This proposal has been developed for Palm Inc., a company that paved the way for smart technology existing today. Though Palm started off a leader, Palm is presently non-existent. With the mention of Palm common responses include, who? Now seven years later Palm is ready for a re-invention. Through a series of guides, the visual strategy guide, the visual development guide (the book you currently hold in your hand) and the visual standards guide we will be outlining a re-invention strategy for the future of Palm. This visual development guide will outline our process for creating Palms new logo. As with the visual standards guide, our research begins with Palm’s past in order to design for the future.
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Palm’s Past
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PALM’S PAST
Palm Inc. was a global leader and innovator of easy to use hand-held mobile products.
Palm’s leaders, Jeff Hawkins (left) and Ed Colligan (right) holding the original Pilot and the Palm Pilot.
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OUR HISTORY Palm Inc. introduced the first multitasking operating system for smartphones. The creation of the Personal Digital Assistant enabled people to stay connected with their family, friends, colleagues, and business organizations. This new tool provided access to sharing information and managing one’s daily life on the go. Palm Inc history begins with its founder Jeff Hawkins. Previous to Palm’s beginning’s Hawkins had been fascinated by the human brain. He was interested in discovering how our brains understand, learn and remember. Hawkins had discovered, “the way we experience the world is more like listening to a song. All our inputs, whether they’re sound or touch or vision, change over time. We can only experience them through time; we can only recall them through time. We are constantly making predictions about what we will experience next, much as we anticipate the next part of a song while we listen… predictions of time-changing patterns is key to intelligence.”
From this discovery, he predicted that machines could work on the same principle — devices that could understand the world around them. “There will be a big business building intelligent memory systems that work the same way our brains do.” Stuck on this idea, Hawkins made it his goal to make this idea a reality. It was a discovery that would change his life and make a significant impact on the world today. By 1992 Hawkins founded Palm Computing enlisting Donna Dubinsky and Ed Colligan to help build the company. Through its 11-year life span, Palm was recognized for creating the Palm Pilot, Palm OS, Palm III, Palm V and the Treo series. Though the company had great success, as they began competing with Apple, Android, and Blackberry, Palm failed to communicate to its audience why Palm was needed in their lives. With poor marketing and failed leadership, Palm quickly became irrelevant in the smartphone market.
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“There will be a big business building intelligent memory systems that work the same way our brains do.�
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Palm’s Future
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OUR VISION Palm will forever be remembered as the pioneer of the smartphone. Geared toward the business professional, Palm worked to create products that would enhance efficiency and access to information. Today Palm is back and ready to unleash a powerful system that learns and adapts to human needs. Palm will continue to serve business and consumers by providing people with the power to connect to the world.
KEYWORDS These words describe the future of Palm’s vision and mission.
Accessible Be available anytime, usable and convenient to solve problems.
Intelligent Designed to focus on a particular task geared for a specific customer.
Connective Designed to offer instant connections through your hands. Palm connects individuals to their busy world providing them with the tools and features to succeed.
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OUR MISSION
Palm gifts the power of instant information through your hands, designed to efficiently, and intelligently solve problems with ease.
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Logo Research
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OUR IDENTITY EVOLUTION Palm’s identities throughout history.
1992 Palm Computing Platform
2002 – 2004 Palm Computing
LOGO RESEARCH
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2003 – 2005 PalmOne
2005 – 2010 Palm Computing
2010 – 2011 HP Palm
In 2003 Palm merged with the company Handspring and became PalmOne.
In July 2005, PalmOne changed its name back to Palm and introduced a new logo consisting of the Palm name in an orange filled circle.
In 2010 HP acquired Palm computing. This was the final logo associated with Palm as the brand was phased out by HP in 2011.
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OUR COMPETITORS After researching Palm’s history, the next stage began with re-investigating Palm’s competitor logo’s. Taking the research from the visual development guide, we were able to get an in-depth look at the logos for Palm’s competition. Within the companies, we found a lot of similarities. Though all were unique to their organizations, there were many similar colors, shapes, and lines.
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CURRENT COMPETITORS This group reflects Palm’s competitors who also specialized in designing and manufacturing digital smart tools to help businesses and individuals. Common colors in many of the logos were blue and red. Very few logos include a graphic element.
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BLACKBERRY Blackberry‘s first device was the Interactive pager that allowed two way paging. The original Blackberry was released in 2003 supporting email, telephone, faxing, web browsing and wireless services.
NOKIA Nokia’s mission is about creating connections. They are best known for their mobile devices. In 1996 they introduced their first smartphone the communicator. It was large and heavy to use.
HTC The main purpose of the High Tech Computer Corporation was to combine a cell phone and a personal assistant.
GENERAL MAGIC Founded in 1990 in partnership with Apple, General Magic developed a new kind of handheld communications device called the “personal intelligent communicator.”
HANDERA Since 1992 HandEra has provided engineering services from mechanical, electrical and embedded software development. In 1995 HandEra branded Palm OS service, creating devices using Palm OS.
MOTOROLA Motorola designed and sold wireless network equipment. They created the first cell phone in 1983. It was large, heavy and consumed a lot of power.
SAMSUNG In 1988 Samsung developed the first mobile phone to be designed in Korea. It featured a small screen and numeric dial pad. TANDY Tandy was founded in 1950 originally as a leather company. Later after acquiring ownership of the Radioshack entreprise Tandy changed its business to an electronics company. Tandy also included its own line of personal computers.
SHARP Sharp is a Japanese corporation that designs and manufactures electronic products. CASIO Casio Computer Co. is a Japanese consumer electronics manufacturing company from Tokyo, Japan. Founded in 1946 they specialized in making digital tools. Some of these include calculators, mobile phones, digital cameras, electronic instruments and digital watches.
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ADJACENT COMPETITORS This group reflects Palm’s competitors who provide additional services to help empower the business professional to succeed. Colors red and blue continued to be a leading color. These logos were paired with simple shapes squares, lines and circles as a graphic element.
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IBM IBM provides business solutions between technology and people. They offer strategic intelligence, integrated solutions, research, analytic and security tools.
BLOOMBERG Bloomberg Terminal is a software system that enables professionals in the financial service sector to monitor and analyze real time financial market data.
MICROSOFT OFFICE Microsoft office was first released in 1988. Microsoft Office designed a family of services to help empower individuals and businesses.
SAP SAP is a multinational software corporation that makes enterprise software to manage business operations and customer relations.
HEWLETT PACKARD Hewlett Packard (HP) is a technology organization that provides hardware and software service for all types of business and industries. They are known for manufacturing PCs, networking hardware and computer storage.
INTERNET EXPLORER Internet Explorer is a web browser developed by Microsoft. It was one of the most widely used web browsers.
ORACLE Oracle is a multinational computer technology corporation providing software services. They work to empower businesses of all sizes. AT&T AT&T is a multinational telecommunications conglomerate. They deliver advanced mobile services, high-speed Internet and services for people and business.
ERICSSON Ericsson provides equipment for software and communication to empower people and businesses. CISCO Cisco is a technology conglomerate that develops, manufactures and sells networking hardware, telecommunications equipment and other high-technology services.
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ASPIRATIONAL COMPETITORS This group reflects how technology and services work together to enhance businesses and individuals. The logos shown below are companies that Palm will be competing with in the future. Palm’s new logo needs to stand out amongst these groups.
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MICROSOFT Microsoft develops and manufactures licenses, supports and sells computer software, consumer electronics, personal computers and services. They work to empower business and people to reach their full potential.
AMAZON Amazon’s Alexa and Echo devices use AI technology to assist people in their daily needs. By the sound of your voice you can search the web, create to do lists, shop online and much more.
SALESFORCE Salesforce is a cloud computing customer relationship management tool offering analytics, marketing and sales services.
ASANA Asana is a web and mobile application designed to help teams track their work and productivity.
DROPBOX Dropbox is a file hosting service. They specialize in cloud storage, file synchronization and client software.
TABLEAU Tableau Software is a company that produces interactive data visualization products focused on business intelligence.
ROKID Pioneering science and research Rokid Inc. specializes in bringing AI into your home. Rokid is a smart personal assistant.
factset Factset Research Systems is a financial data and software company providing financial information and analytical software for investment professionals.
AVISO Aviso is a software that provides analytics designed to help sales teams optimize their performance and exceed revenue goals. Aviso does this by using machine learning algorithms and portfolio management techniques.
INTEL Intel is a multinational corporation and technology company. They work to provide great experiences for businesses, society and the everyday person.
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Logo Development
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FIRST EXPLORATION After taking a look at Palm’s competitor logos, the next phase of the logo development began. To create a logo that is unique from Palm’s competitors and capture Palm’s vision we started by compiling a list of phrases and keywords. After narrowing down our options we continued with three words, connect, innovate, and instant. The sketching process began by dividing the words into individual categories. Each category would have three sections, a symbolic mark, a graphic mark and a wordmark for each keyword or phrase. For the symbolic marks, we looked at different types of animals, stories, myths and cultural connections with the idea to create an icon that evoked a deeper connection to Palm. For the graphic marks, we played with creating a variety of abstract geometric shapes and lines. For the wordmarks, we focused on the company name creating customized letterforms.
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CONNECT SYMBOLIC, GRAPHIC AND WORDMARK
LOGO DEVELOPMENT
The word connect originated from Palm’s original function as a source of instant communication in the palm of one’s hands. We researched all types of arrows and shapes for inspiration. We created a variety intertwined marks to represent the idea or feeling of connection.
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INSTANT WORDMARK
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For the wordmarks, we created lines and shapes that represented speed, and movement. We researched all types of shapes for inspiration representing an instant or on the spot connection. For the wordmarks, we played with thick and thin line variations to represent the keyword.
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INSTANT SYMBOLIC AND GRAPHIC MARK
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For the symbolic and graphic marks we created marks that represented speed and movement. Through these lines, we tried to capture the action of receiving or viewing something quickly at the moment.
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INSTANT SYMBOLIC AND GRAPHIC MARK
LOGO DEVELOPMENT
For the symbolic, and graphic marks we researched symbolic stories and symbols represented with the word instant. We worked to create an array of lines and curves in many different weights and sizes that symbolize our keyword.
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INNOVATE SYMBOLIC AND GRAPHIC MARK
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For the symbolic, graphic and wordmarks we played with lines and shapes that represented a movement to the future. We researched animals, symbols, and myths that are associated with innovation and intelligence.
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INNOVATE WORDMARK
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SECOND EXPLORATION After the first round of sketches, selected drawings were chosen from all the keywords for refinement. In the second exploration, we continued refining our hand sketches and began creating digital sketches.
Connect
Instant
Innovate
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CONNECT SYMBOLIC MARK
For the second week of exploration, we began creating digital sketches. We explored similar shapes and lines intertwined together to represent connect.
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INSTANT SYMBOLIC MARK
For the second week of exploration, we began creating digital sketches. We explored all types of lines that represented a spark and a connection.
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INNOVATE WORD MARK
For the second week of exploration, we began creating digital sketches. We explored similar shapes and lines to represent innovate in a word mark.
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THIRD EXPLORATION After the second round of sketches, we decided to narrow down our explorations with the keyword connect and innovate. We felt these marks best represented the future of Palm but still needed more refinement. For Both marks, we continued to focus on the spacing between the intertwining shapes.
Connect
Innovate
CONNECT SYMBOLIC MARK
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INNOVATE SYMBOLIC MARK
LOGO DEVELOPMENT
FOURTH EXPLORATION After the third round of sketches, we decided to move forward with the keyword connect. We felt the logomark and word best embodied Palm’s mission. Looking back at the original mark we continued to concentrate on the spacing, line weight, balance and the configuration of the interconnecting shapes.
Handsketched logo mark.
Second refinement digital mark.
Third refinement digital mark.
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CONNECT SYMBOLIC MARK
Moving forward with the chosen logomark connect we began introducing a color pallet. Working with the same shape we continued to make little adjustments concentrating on spacing and line lengths. The following logomarks show a variety of adjustments to see which mark works best for Palm.
LOGO DEVELOPMENT
Uneven spacing between shapes.
Even spacing between shapes.
Even spacing with ends extended.
Uneven spacing with extended ends.
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SIMILAR COMPETITOR LOGOS As we strive to stand out amongst our competitors, we also wanted to make sure our logo didn’t already exist somewhere in the world. By researching similar logos to our mark, this allowed us to continue to refine and make our mark more unique without the risk of a similar logo already existing.
Adobe Creative Cloud Adobe Systems is an American software company. Creative Cloud is a set of applications and service systems that give subscribers access to a collection of Adobe Software. Calor Calor is a bottled butane and propane provider in Britan and Ireland. Tishman Speyer Tishman Speyer is a company that invests in real estate properties in North America, Europe, Latin America, India and China. Blend Blend’s technology empowers top mortgage lenders to be more efficient, compliant, and borrower-friendly. Oxford Dictionaries Oxford Dictionaries has rebranded from Oxford English Living Dictionaries. They are now an online dictionary produced by Oxford University Press publishing house.
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Node Node is an open-source, cross platform JavaScript run-time enviroment for executing JavaScripte Code. Correios Correios is a state owned company that runs the post office service for Brazil. Entrust Data Card Entrust Data Card provides financial institutions, national governments and corporate enterprises with technology to conduct highly secure transactions. QR National QR National is an Australian freight company. Hammerson Hammerson is a british property, development and investment company.
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SIMILAR COMPETITOR LOGOS Similar to our proposed logo these logos below all include geometric or organic shapes that intertwine.
Genome Genome was created by Yahoo! It is an online advertising solution that combines Yahoo! data with third party data and advertisers first party data. Fort Mason Center Fort Mason Center was once a military base. The waterfront buildings have now been renovated as art venues in San Francisco CA.
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Zenefits Zenefits is a company based in the United States that offers cloud-based software as a service to companies for managing their human resources, with a particular focus on helping them with health insurance coverage. Trove Trove reimagines your email experience using thoughtfully applied intelligence while constantly adapting to you.
Rogers Communications Rogers Communication is a Canadian communications and media company.
Kawader Kawader is a human resource consulting company located in Dhabi.
The Verge The Verge is an American technology news and media network located in New York City.
Latam LATAM Airlines is an airline based in Santiago, Chile.
Avnet Avnet, Inc. is one of the world’s largest distributors of electronic components and embedded solutions and is headquartered in Phoenix, Arizona. Open Ai OpenAI is a non-profit AI research company, discovering and enacting the path to safe artificial general intelligence.
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OUR FUTURE LOGO After successfully not finding any logos that were exact to our future logo design we continued to refine our mark and logotype. We precisely added even spacing between the two forms. For the logotype, we applied angles from the mark to appear as if a continuing line were to be coming off the graphic mark.
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THE NEXT PHASE After uncovering Palm’s past and revealing Palm’s new style, the next phase continues on to the Visual Standards guide. In this guide, we will outline the aspects of the design and image of Palm.
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Resources
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RESOURCES PHOTOGRAPHY
http://www.businesswire.com/news/home/20050713005973/en/PALM-Mobile-computingLeaderhttp://www.businesswire.com/news/home/20060327005239/en/Palm-Celebrates-10-Yearwww.unsplash.com Lance Anderson Luca Bravo Benjamin Child Galen Crout Erik Eastman Tomaz Frankowski Ricardo Gomez Hunter Harritt Wes Hicks Carlos Irineu Carlos Muza Christian Perner Sonja Punz Stephan Stefancik Mikhail Vasilyev Gerrit Vermeulen Johannes Waibei Samuel Zeller
RESOURCES
INFORMATION www.brighthand.com/news/palm-tungsten-e-officialpress-release-spec-sheet-and-photos/ www.cnet.com/products/palm-z22-handheld/review/ www.techwalla.com/articles/what-is-a-palm-pilot www.palminfocenter.com/news/8140/palm-tx-handheldreview/ www.mthink.com/legacy/www.crmproject.com/content/ pdf/CRM2_sp_palm.pdf en.wikipedia.org/wiki/Palm,_Inc. www.zdnet.com/article/crash-of-the-mobile-titanswhat-happened-to-palm-blackberry-nokia-and-htc/ en.wikipedia.org/wiki/Lenovo arstechnica.com/information-technology/2015/06/microsoft-has-a-new-mission-statement-and-its-basically-thesame-as-its-old-one/ en.wikipedia.org/wiki/Nokia_9000_Communicator play.google.com/books/reader?id=lsFHU305YL0C&printse c=frontcover&output=reader&hl=en&pg=GBS.PA8 successstory.com/companies/acer-inc www.samsung.com/ae/discover/news-feed/the-evolutionof-design-in-samsung-devices/ successstory.com/companies/hewlett-packard www.wired.com/1998/12/reading-the-future-of-the-palm/ https://www.calor.co.uk/ www.adobe.com www.blend.com http://www.tishmanspeyer.com/firm/organization https://en.wikipedia.org/wiki/OxfordDictionaries.com www.nodejs.org http://www.correios.com.br/para-voce https://www.entrustdatacard.com/ http://www.aurizon.com.au/ www.hammerson.com https://www.fastcompany.com/1842461/
yahoos-genome-uses-big-data-decode-which-commercials-youre-bred-click www.fortmason.org www.theverge.com www.avnet.com https://www.rogers.com/consumer/home www.openai.com www.zenefits.com www.trove.com www.latam.com
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Design by Dana Isken Consultation by Hunter Wimmer Academy of Art University 2017
All right reserved. No part of this publication may be reproduced or transmitted in any form or by anymeans mechanical, electronic photocopying or otherwise without the prior consent of the publisher. This is a student project only. No part of this book or any other part of this project was produced for commercial use.
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