VISUAL DEVELOPMENT GUIDE
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TABLE OF CONTENTS Process Round 1
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The Old Mark
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New Concept
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Secure 1
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Connected
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Speedy
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Process Round 2
Process Round 3
Secure 2
Shield
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Final Logo
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Round 1 The Old Mark New Concept Secure 1 Connected Speedy
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The Old Mark
Before developing a new identity for Blackberry, we should examine and understand the design of the past look. The old Blackberry logo features the brand’s name in a simple way, which is symbols and typography. The logo somewhat resembles a blackberry (fruit) and looks like bullets as well, and if you look closely, then you can see that the logo make out two letter “B”s.
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The New Concept
Information Secure What will be changed? The new Blackberry logo will establish our voice as a brand that represent information secure. We will update the brand to more accurately reflect the values, ambitions, and distinct characteristics of the brand.
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Secure
The brand soul is to keep business and government information secure. Security is really important to this project. It separates into graphic, type, and graphic & type.
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Speaking of secure, the objects I can think of are locks and shields. They are represent safety in some way. I researched and drew all kinds of locks and shields.
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After I explored graphics of locks and shields. I tried to integrate initial “B” of Blackberry into them to indicate the Blackberry is a brand helps you to keep information secure.
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When I used only typography to represent the brand soul, I found some typefaces are really steady, but they didn’t work well as logo.
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Connected
The brand soul is to keep business and government information secure. Connection between users and brand, users and users is really important to this project. It separates into graphic, type, and graphic & type.
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Speaking of connection, I thought about lines and integration immediately. I tried to use different graphics to connect initial “B”.
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From this page of sketch, I found that box might be another graphic elements that I could use to represent secure. I might try to combine box and initial “B� together later.
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Only use typography to show the brand soul of keeping information secure didn’t work well.
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Speedy
The brand soul is to keep business and government information secure. The speed of dealing with users’ information is really important to this project. It separates into graphic, type, and graphic & type.
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Speaking of speedy, the objects I can think of are lighting, arrow and swallow. They represent fast and speedy in some way. I researched and drew all kinds of swallow in graphic, and combine arrow or lighting with initial “B”.
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After discussed with classmates, I found speedy might not be the most important part of my brand. My brand soul is keeping information secure.
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Round 2 Secure 2
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Secure
“Secure� is the final camp that I chose from those three camps. I chose animal, shield and initial B of Blackberry as my direction to explore.
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Speaking of animals can represent secure, I thought about eagles, lions, and dogs. Eagles are international for people to understand of secure, but it reminds people of the United State too.
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About lions, they show power more than secure in some way. It also reminds people of European banks. Lions might not be good choices to choose.
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Dogs can represent secure in some way, especially German shepherd. However, for our brand soul didn’t work well, it shows loyal more than information secure.
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This is the first computer draft. I chose shield, eagles lions and dogs to represent information secure. Some are only graphics; others are combination of graphics and initial “B”. It turns out that shields and box integration with “B” work best..
B
B
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Round 3 Shield Final Logo
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Shield
“Secure” is the final camp that I chose from those three camps. After explored animal, shield and initial B of Blackberry as my direction. At last, I chose shield as my main element to explore. Shield with eagle stands for national; shield with “B“; and shield with data icon.
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Based on ideas of sketches before, I drew more logos of shields and initial “B�. Number 6, 10, 11 and 13 got a little bit sense of information secure.
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EX
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Similar Logo
Before define the final steps of logo design. We want to look into other design that use similar graphics or design and at some time avoid any similarity to our logo.
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This is the second computer draft of sketches. I integrate shields or box with initial “B�. Using squares to show the meaning of data and information.
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Final Logo
The brand soul is to keep information secure. Squares represent data and information. The box is a big square to show the protection and safety.
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Ling (Elaine) Li elaineeeeell@h The book is a non-commercial project for education purposes and is not intended to represent the Blackberry brand. Design: Ling Li Class: Nature of Identity Instructor: Hunter Wimmer Academy of Art University
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