02 I VISUAL DEVELOPMENT GUIDE
VISUAL DEVELOPMENT GUIDE
VISUAL DEVELOPMENT GUIDE
2
TABLE OF CONTENTS 01
02
VISUAL RESEARCH
LOGO DEVELOPMENT
8
14 Keywords
Brand History
10 New Concept
16 Initial Sketches 31 Further Sketches 40 Digital Sketches
03
04
FINAL LOGO
VISUAL GUIDE INSPIRATION
46 The Final Logo
42 Identification
49 Similar Logos
And Annotation
4
“No man is an island, entire of itself; every man is a piece of the continent, a part of the main.” —John Donne
6
01 VISUAL RESEARCH 8
Brand History
10 New Concept
8
VISUAL RESEARCH
BRAND HISTORY The Borders Group, Inc. was a publicly held bookstore chain that closed its doors in September 2011. After Barnes & Noble, it was the second-largest brick-and-mortar US bookstore chain, known for the innovation of creating the first superstore. The old Borders logo is a wordmark made up of the brand's name and red bar. The letters B and E have an extended horizontal bar to increase the logo unique. The entire logo is legible and clear.
13
01 I VISUAL RESEARCH
BRAND HISTORY
10
VISUAL RESEARCH
NEW CONCEPT This part will show the process of the birth of the new logo while breaking and developing new and diverse brand territories. All logos are designed based on the souls of the Borders. In this process, the development and identity of the brand are constantly improved. The new logo will show the mission of Borders: To break boundaries and create a community that brings people together to share and access knowledge easily.
01 I VISUAL RESEARCH
NEW CONCEPT
12
02 LOGO DEVELOPMENT 14 Keywords 16 Initial Sketches 31 Further Sketches 40 Digital Sketches
14
LOGO DEVELOPMENT
KEYWORDS CONNECTED: The Borders group connects people to share knowledge.
KNOWLEDGE： People can easily access and share knowledge.
SHARED: Sharing knowledge is beneficial to everybody.
02 I LOGO DEVELOPMENT
KEYWORDS
16
02 I LOGO DEVELOPMENT
INITIAL SKETCHES
ROUND 1 SKETCHES The keywords of the first round are “Connected”, “Shared”, and “Accessible”. I extended the key phrases to guide the direction of the logo. The sketches style contains symbols, graphics, and wordmarks. I tried a variety of directions to explore the design of the logo.
INITIAL SKETCHES
18
LOGO DEVELOPMENT
CONNECTED / JOINED AND LINKED TOGETHER In the first round of sketches, I focused on the connection between books and books, emphasizing the intercommunity of knowledge.
02 I LOGO DEVELOPMENT
1
Avoid using book shapes as logos, but pixel blocks symbolize sharing and connection, unifying with brand keywords.
1
INITIAL SKETCHES
20
LOGO DEVELOPMENT
2
This shape is an interesting structure that can become a shape for further exploration.
3
The pixel block has some potential. It reflects the brand keywords well.
2
3
This shape symbolizes community, and it connects to my brand mission.
02 I LOGO DEVELOPMENT
4
INITIAL SKETCHES
4
22
LOGO DEVELOPMENT
SHARED / GIVE AND TAKE In the sketch of this keyword, I focused on the concept of dialogs and continuous lines, representing the concept of knowledge circulation and sharing.
02 I LOGO DEVELOPMENT
1
The key is an interesting shape and can be a direction to continue.
1
INITIAL SKETCHES
24
LOGO DEVELOPMENT
2
The shape of this bird is interesting, and I can continue to explore the change of shape.
3
The combination of B and the speech bubble can see some potential, and it reflects the brand keywords well.
2
3
02 I LOGO DEVELOPMENT
4
Another combination of B and speech bubbles, the connection of lines is interesting.
5
The shape of the paper plane makes sense, it gives people a sense of communication and sharing.
4
INITIAL SKETCHES
5
26
LOGO DEVELOPMENT
KNOWLEDGE / SYMBOL OF WISDOM In this sketch, I focused on the elements of owls and doors to convey the availability of knowledge. Owls represent knowledge, and the door represents knowledge that can be easily opened and obtained.
1
02 I LOGO DEVELOPMENT
1
The combination of the paper airplane and B is a good form and can be a direction to continue.
2
Owls are a good choice, but avoid being similar to previous student works.
2
INITIAL SKETCHES
28
LOGO DEVELOPMENT
This is an interesting structure, symbolizing the sharing of knowledge.
02 I LOGO DEVELOPMENT
3
3
INITIAL SKETCHES
30
02 I LOGO DEVELOPMENT
FURTHER SKETCHES
ROUND 2 SKETCHES After the first round of sketches, I excluded the design of book. I continued to develop two keywords "knowledge" and "share". I will explore the three forms of the owl, paper plane and capital letter B, and finally determine the final design direction by comparing the design results.
FURTHER SKETCHES
32
LOGO DEVELOPMENT
KNOWLEDGE / SYMBOL OF WISDOM In the second round of sketches, I used the elements of the owl to convey the concept of knowledge.
1
The combination of owl and loop shapes is interesting, taking care to avoid similarities with previous student works.
1
2
This is an interesting shape and can be a
3
02 I LOGO DEVELOPMENT
direction for continued development. The shape of the owl is working, it symbolizes knowledge.
2
FURTHER SKETCHES
3
34
LOGO DEVELOPMENT
SHARED / GIVE AND TAKE In the sketch of this round, I used a combination of capital B and different elements.
1
This graphic has the potential to develop. Pay attention to the alignment of the pixel block with B.
2
The combination of letters and graphics is an interesting form.
1
2
The blocks are like a plus sign. Pay attention to
02 I LOGO DEVELOPMENT
3
the structure of the plus sign. 4
The combination of paper airplanes and B is a powerful development direction.
3
4
FURTHER SKETCHES
36
LOGO DEVELOPMENT
REFINEMENT The continuous line shows the concept of knowledge communication. I also added glasses and a captial B to the owl.
Scattered squares emphasize knowledge sharing. The paper airplane and dialog boxes express knowledge spread, and the key means that knowledge sharing is turned on.
02 I LOGO DEVELOPMENT
REFINEMENT
FURTHER SKETCHES
38
02 I LOGO DEVELOPMENT
DIGITAL SKETCHES
ROUND 3 SKETCHES In the third round, I mainly focused on digital sketches. I chose three directions for the final adjustment.
DIGITAL SKETCHES
40
LOGO DEVELOPMENT
DIGITAL REFINEMENT I have chosen four directions from the previous sketches for the final digital sketch development. By adjusting the details and the position of the elements, I will chose the three most suitable logos.
02 I LOGO DEVELOPMENT
DIGITAL SKETCHES
42
LOGO DEVELOPMENT
3 BLACK LOGO
3 COLOR LOGO
C: 15 M: 90 Y: 40 K: 0
C: 95 M: 90 Y: 20 K: 0
R: 225 G: 45 B: 100
R: 45 G: 50 B: 135
13 BORDERS CHAPTER 01: SKETCHES
02 I LOGO DEVELOPMENT
DIGITAL SKETCHES
44
03 FINAL LOGO 46 The Final Logo 49 Similar Logos
46
FINAL LOGO
THE FINAL LOGO
B The new logo conveys the digital feel to people, which is connected to Borders' future vision. I used the capital letter B to combine with the pixel block and highlight it with different colors to express the concept of sharing and spreading.
03 I FINAL LOGO
THE FINAL LOGO
48
03 I FINAL LOGO
SIMILAR LOGOS
Look for existing logos that look similar and describe the similarities and differences between them and my new logo. By comparing them, I can get inspiration and differentiate my final logo.
SIMILAR LOGOS
50
FINAL LOGO
LOGOS WITH PIXELS
They are a consulting company
Digital Health Age (DHA) is
Experian plc is a multinational
that focuses on business
the leading news outlet for
consumer credit reporting
intelligence and Enterprise Data
the digital health sector. The
company. The use of pixel design
Management.
logo uses pixels to symbolize
in the logo symbolizes the
digitization.
collection and aggregation of information.
Click India is a free classifieds site. The logo uses overlapping squares to represent the release and dissemination of information.
Hometown Connections,
Dropbox is a file hosting service
Inc. is a national, non-profit
operated by the American
utility services organization.
company Dropbox, Inc., that offers
The square in the logo
cloud storage. The squares in the
symbolizes the connection
logo symbolize the box and files.
with the outside world.
03 I FINAL LOGO
LOGOS WITH B
The current marketplace is
Better Bodies' vision is to create
Working across England and Wales,
dominated by highly adept and
products for serious athletes in
Campaign for Better Transport
functional payment solutions.
the gym & fitness environment!
shapes the future of mobility to
MuchBetter believes there is a
make transport better.
better way to spend money.
Brandcast's mission is to
digital media agency offering
revolutionize how organizations
specialist digital media services
create digital experiences for their
ranging from integrated digital
entire customer journey.
communication planning.
SIMILAR LOGOS
Boqwana Media is a full service
52
FINAL LOGO
LOGOS WITH PAPER AIRPLANES
Looker Data Sciences markets a
The Perovskite Company is
data exploration and discovery
the pioneer and technology
business intelligence platform.
leader in the field of perovskite
The circle in the logo represents
solar cells. The dots in the
the connection and data.
logo symbolize the collection of technology and energy.
The designs are based around
The "Talentica Way" is designed
the proposition ‘British
specifically for startups, and
Aerospace Centre is the only
we balance the process and
place where people’s ideas have
flexibility to meet the constantly
been taking off continually
changing needs of startups.
since 1910’.
Instantly reach the people in
WeChat is a Chinese multi-
your life—for free. Messenger is
purpose messaging, social
just like texting, but you don't
media and mobile payment
have to pay for every message (it
app developed by Tencent.
03 I FINAL LOGO
LOGOS WITH SPEECH BUBBLES
works with your data plan).
PEN America stands at the
that fuels a culture of action.
intersection of literature and
Empower your employees to get
human rights to protect free
things done faster with less email,
expression in the United States
and fewer meetings.
and worldwide.
SIMILAR LOGOS
Quip is a new way of collaborating
54
“Learn something new. Try something different. Convince yourself that you have no limits.” —Brian Tracy
56
04 VISUAL GUIDE INSPIRATION 42 Identification And Annotation
58
03 I VISUAL GUIDE INSPIRATION
IDENTIFICATION AND ANNOTATION
Visual research is important for the establishment and development of a brand. When we build a new brand, a visual guide is essential to better communicate the brand's visual structure and standards to others. Inspiration from the best examples can help us establish the right visual standards. Through research other brands, to establish
IDENTIFICATION AND ANNOTATION
our more powerful and complete visual guides.
60
VISUAL GUIDE INSPIRATION
NEW IDENTITY INTRODUCTION VMware's new identity introduction shows people the contrast between old and new logos and explains why the old logo was changed. With the new identity introduction, we can understand the problems of the old logo and how the new logo solves these problems. This helps us better understand the brand.
LOGO ANATOMY The DFW's Logo Anatomy clearly shows us the size and data of the logo. By showing different logo sizes, the user can understand the space of the logo and logo minimum size. This method is clear and effective.
The Nueva School's type specs are complete and detailed. They clearly showed the type of title and body copy. It helps people understand the size and effect of type through a clear hierarchy in typography.
03 I VISUAL GUIDE INSPIRATION
TYPE SPECS
MAIN ID COLORS The Sumo brand has a very detailed color palette guide. They clearly show the main and secondary colors and show names and information of the also displays the color matching rules through the actual use of color, which is both intuitive.
IDENTIFICATION AND ANNOTATION
colors. In addition to the normal color palette, it
62
VISUAL GUIDE INSPIRATION
LOGO DON’TS The Rightturnretail clearly shows the prohibited logo display form. Use examples and explanations to help people understand the logo usage specifications and avoid false displays.
ALTERNATE VERSIONS OF THE LOGO FedEx shows multiple versions of the logo. Different color combinations distinguish different company divisions. This approach maintains consistency and clearly divides different functions.
03 I VISUAL GUIDE INSPIRATION
IDENTIFICATION AND ANNOTATION
66
THE NEXT PHASE
THE NEXT PHASE We have completed the creation of a new logo in the Visual Development Guide. In the next book, The Vision Standards Guide, we will introduce the overall vision system and explore more extensions for Borders.
68
COLOPHON DESIGNER Wanran Ding
CLASS Nature of Identity Fall 2019
INSTRUCTOR Hunter Wimmer
PHOTO RESOURCE unsplash.com bradenton.com profellow.com
ARTICLE RESOURCE fundinguniverse.com reuters.com