02 Visual Development Guide
Hsin Yu (Doris) Lin GR604 Nature of Identity Fall 2019
Visual Development Guide In the Visual Development Guide, we will be showing the process of our logo and how to develop the logo through best ways. From the sketches to the final logo.
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Rolling Stone | Visual Development Guide
Table of contents
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Logo Research
Logo Development
Identity Evolution New Identity introduction Key Phrases
Initial Sketches Initial Refinements Digital Refinements Final Refinements
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03 Similar Logo Reaearch Look-a-like logos
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01 Logo Research Identity Evolution Key Phrases New Identity introduction
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Identity Evolution
1967
1978
1980
2018
The Rolling Stone adjusts their logo to match different eras. According to different generations, their style and typeface used different formats to represent themselves.
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New Identity Introduction
“Exposing truths and supporting the people who are revolutionizing the world.�
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Key Phrases
Impact Action | Change| Trace
Attitute Express | Spirit | Intuition
Truth Real | Fact | Actual
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02 Logo Development Initial Sketches Initial Refinements Digital Refinements Final Refinements
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Rolling Stone | Visual Development Guide
Initial Sketches Round One Sketches
The first step is to develop three different directions based on three keywords and within each camp we will sketch in different three categories: symbolic marks, graphic marks, and wordmarks. This exercise was to help us to explore divergent ideas as much as we can. Through this process, we made many different options and to identify which directions have more potential to develop.
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Rolling Stone | Visual Development Guide
Impact Action | Change| Trace
In this key phrases, I wanted to show strong, powerful feelings. So, I sketched rock, fire and cracked shape to represent my concept.
Symbolic Marks
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Symbolic Marks Stone along with flame represents a new experience that creates collision and a different future.
I simplified fire and wood, and use simple graphics to make it easier for people to understand.
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Rolling Stone | Visual Development Guide
Impact Action | Change| Trace
For wordmarks, I tried to use different typography sketch to represent Rolling Stone.
Wordmarks
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Wordmarks
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Rolling Stone | Visual Development Guide
Attitude Express | Spirit | Intution
In these key phrases, I think attitude means feeling, spirit, mood, or intuition. It's an expression of what people see and feel, so I think it's influential. I used fists and powerful animals, like eagle to express it.
Symbolic Marks
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Symbolic Marks Use speakers to help people communicate their voices.
Fist represents people's power and strength.
Flame burning represents an endless hope.
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Rolling Stone | Visual Development Guide
Attitude Express | Spirit | Intution
For graphic marks, I explored different style letter, hard shapes and curvy shapes to represent.
Graphic Marks
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Graphic Marks
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Rolling Stone | Visual Development Guide
Attitude Express | Spirit | Intution
For wordmarks, I used different typography sketch to represent Rolling Stone.
Wordmarks
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Wordmarks
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Rolling Stone | Visual Development Guide
Truth Real | Fact | Actual
For these key phrases, my concept is to connect the messages to everyone, so I used message and convey with symbols to express and hope it creates a quick feeling.
Symbolic Marks
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Symbolic Marks
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Rolling Stone | Visual Development Guide
Truth Real | Fact | Actual
For these key phrases, I want to show active and energetic feeling, so I used rough and bold lines to represent it.
Graphic Marks
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Graphic Marks The letters RS is a most interesting shape and combines rigid and soft lines.
Geometric RS give peole tough feeling.
The angle of RS looks like a shield that has potential to develop.
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Rolling Stone | Visual Development Guide
Truth Real | Fact | Actual
For wordmarks, I tried to make an active feeling and used different typography sketches to represent Rolling Stone.
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Initial Refinements Round Two Sketches
Afer exploring different directions and ideas, we will know which direction is better and can fit our brand to narrow it down to one direction and develop it. I choose attitude for my direction because there are more elements to play with in this direction and I believe these sketches have potential to become my final logo. Rolling Stone doesn't just convey their own message, but will help people spread others' voice and highlight their message.
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Digital Refinements Round Three Keep Refining
Digital Refinements
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Digital Refinements
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Rolling Stone | Visual Development Guide
Final Refinements Round Three Keep Refining
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Final Refinements
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03 Similar Logo Research Look-a-like logos
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Inspiration
BCCB shows their different mark combinations and single color. There are explanations under each logo, so tt is very clear to understand the purpose.
DFW uses a clear space to maintain the clarity and impact of the logo. It shows a minimum size standard of the logo. 40
DFW shows primary and secondary colors on the standards books.
Exploratorium has shown their different weight typeface on the standards books, and make the audience know the typography application.
Through logo structure, I can know the spacing between logos and its main signature and color.
Nextstar shows some keywords on the on the standards books. It helps audience to know the main core of its logo.
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Rolling Stone | Visual Development Guide
Look-A-like Logos
Reebok is an Anglo-American footwear and apparel company. Reebok produces and distributes fitness, running and CrossFit sportswear including clothing and footwear.
Delta is one of the major airlines of the United States and a legacy carrier. It is headquartered in Atlanta, Georgia.
The Bass Brewery was founded in 1777 by William Bass in Burton-upon-Trent, England. The main brand was Bass Pale Ale, once the highest-selling beer in the UK.
Citgo Petroleum Corporation is a United States-based refiner, transporter and marketer of transportation fuels, lubricants, petrochemicals and other industrial products.
Le Coq Sportif is a French producer of athletic shoes, activewear, and sporting accessories.
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Guess is an American clothing brand and retailer. In addition to clothing for both men and women, Guess markets other fashion accessories such as watches, jewelry, perfumes, and shoes.
Avery Dennison Corporation is a global manufacturer and distributor of pressure-sensitive adhesive materials, apparel branding labels and tags, RFID inlays, and specialty medical products. The company is a member of the Fortune 500.
Adobe Inc. is an American multinational computer software company headquartered in San Jose, California.
Apollinaris is a German naturally sparkling mineral water, owned by Coca-Cola.
Dymatize offers a variety of nutritional and bodybuilding supplements including whey protein, creatine, nitric oxide, workout recovery supplements and more.
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Rolling Stone | Visual Development Guide
Look-A-like Logos
Etnies is a footwear brand. As of 2013, the company sponsors professional skateboarders and BMX riders, and releases signature shoe models.
FedEx Corporation is an American multinational courier delivery services company. The name ‘‘FedEx’’ is a syllabic abbreviation of the name of the company's original air division, Federal Express.
Advanced Micro Devices, Inc. is an American multinational semiconductor company based in Santa Clara, California that develops computer processors and related technologies for business consumer markets.
The Eastman Kodak Company is an American technology company that produces camera-related products with its historic basis on photography.
Citroën is a French automobile manufacturer founded in 1919 by the French industrialist André-Gustave Citroën, and part of the PSA Peugeot Citroën group since 1976.
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Kyocera Corporation is a Japanese multinational ceramics and electronics manufacturer headquartered in Kyoto, Japan.
Chevron Corporation is an American multinational energy corporation. One of the successor companies of Standard Oil, it is headquartered in San Ramon, California, and active in more than 180 countries.
Tesla, Inc., is an American automotive and energy company based in Palo Alto, California. The company specializes in electric car manufacturing and, through its SolarCity subsidiary, solar panel manufacturing.
Formula One is the highest class of single-seater auto racing sanctioned by the FĂŠdĂŠration Internationale de l'Automobile (FIA) and owned by the Formula One Group.
Red Rock full-service creative marketing agency that brands healthy communities to drive business for social good.
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Image Source Unsplash.com Google.com
Informatio Dropbox Wikipedia.org Google.com
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Design HsinYu (Doris) Lin Class Information GR604 Nature of Identity Fall 2019 Academy of Art University Instructor Hunter Wimmer Pring&Binding Blurb.com Typefaces Source Sans Pro
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