VISUAL DEVELOPMENT GUIDE
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NONE BUT OURSELVES CAN FREE OUR MINDS. BOB MARLEY
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CONTENTS
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LOGO HISTORY KEYWORDS 05
REFINEMENT FINAL LOGO
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INITIAL SKETCHS
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LOGO EXPLORATION
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CONCEPT RESEARCH
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INTRO
Based on the in-depth investigation and research of Rolling Stone, We have identified a new strategy for the future development of the brand in Visual Strategy Guide, so it is necessary to work on the visual development for the RollingStone. At this stage, according to the new brand mission, all the designs will be developed under a new design goal, presenting our mission. In order to present the new vision of Rolling Stone, a new logo should also be designed first. This book shows the process of
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designing our new logo.
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This part explains how we get inspiration of our logo designing. Basically speaking, it comes from our research and our new mission.
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CONCEPT RESEARCH
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LOGO HISTORY
LOGO HISTORY To design a new logo, let's star with
logos are wordmark and don't have any
learning the logo history of RollingStone.
grapgic element. The logo has shifted from
RollingStone has used several different
complex to more simple shape, but the
logos during different periods. All these
typeface it used is alawys serif typeface.
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CONCEPT RESEARCH
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1967
The first logo designed by popular psychedelic artist Rick Griffin was used in the first issue of Rolling Stone in November 1967.
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1975
In 1975 Designer Jim Parkinson altered Griffin’s design from all caps to upper and lower cases and eliminated the swashes.
1987 AIGA Medalist Fred Woodward reestablished it upon his arrival in 1987, and it has remained ever since.
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In recent years, brands have chopped off the intricate flourishes of serif logo marks in a bid for legibility across digital platforms.
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KEYWORDS
KEYWORDS
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CONCEPT RESEARCH
This step is brainstorming which yielded three keywords of the future visual system, each keyword represents one specific direction. These keywords come from our brand mission, the three keywords are actually three-way to help our audience complete our brand mission.
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Our mission is to help people keep on learning new things to broaden their horizons and enable them to think independently by providing a communication platform which promotes the spreading of ideas and innovation.
The three concepts are three design directions for Rollingstone brand identity development. We call each direction is a 'camp', so totally I have three camps.
Camp 1
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REBELLIONS
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INDEPENDENT Camp 3
EXPRESSION
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Camp 2
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In this phase, I tried my best to generate as many logos as possible to show the concept of each camp. Then develop the and best ideas of each camp until get the final logo.
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LOGO EXPLORATION
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INITIAL SKETCHS
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LOGO EXPLORATION
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REBELLIONS
CHALLENGE THE RULES The Initial sketches are based on our three keywords（camps）. We turned them into three phrases, which are more specific and help visualize the logo.
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LOGO EXPLORATION
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REBELLIONS
In the symbolic sense, the combination of lightning and the letter R is more suitable for the new direction.
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LOGO EXPLORATION
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INDEPENDENT
THINKING INDEPENDENTLY
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INDEPENDENT
The combination of the star shape and letter R is also a very suitable way for the new logo.
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LOGO EXPLORATION
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EXPRESSION
EXPRESS YOUR THOUGHTS
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LOGO EXPLORATION
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EXPRESSION
The graphic of the eagle makes people intuitively think of the US government, so this direction may not be suitable.
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LOGO EXPLORATION
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EXPRESSION
LOGO EXPLORATION
BEST IDEAS
REBELLIONS
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INDEPENDENT
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EXPRESSION I compared all the logos that I have got and felt that the EXPRESSION camp is the weakest one, so I eliminate this camp in the next round.
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REFINEMENT
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LOGO EXPLORATION
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REBELLIONS
The second round of logo sketch process in the selected directionă€
This is another sketch of a combination of lightning graphics and the letter R. The graphics are unified as a whole and full of power, which is very consistent with the spirit of the new logo.
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LOGO EXPLORATION
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REBELLIONS
The second round of logo sketch process in the selected directionă€
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LOGO EXPLORATION
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INDEPENDENT
This sketch is the result of refining on the initial sketch, adding negative space, and making the whole more powerful.
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LOGO EXPLORATION
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INDEPENDENT
The second round of logo sketch process in the selected directionă€
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LOGO EXPLORATION
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INDEPENDENT
LOGO EXPLORATION
BEST IDEAS
REBELLIONS
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After this round, I finally get 2 ideas that I think present our brand best. In the next step, I will transform them into computer sketch so that I can compare which looks better in thrie digital form.
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INDEPENDENT
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LOGO EXPLORATION
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DIGITAL SKETCH INDEPENDENT
REBELLIONS
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DIGITAL SKETCH
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This direction is narrowed to a star R.
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This direction is narrowed to a letter R and lignhting shape.
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SIMILAR LOGOS STAR
Before generating my final logo, I did some visual research to find some logos that also use the shield and wave as the main elements. It helped me get more inspiration before the final decision, and also helped me avoid generating logos that were too similar to the logos that already exist.
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LOGO EXPLORATION
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SIMILAR LOGOS LETTER “R ”
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FINAL LOGO
FINAL LOGO
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LOGO EXPLORATION
R
Geometric letter R
Sharp Lightning
60 Our new logo of Rolling Stone combines geometric letter R and lightning that uses sharp lines, which represents powerfully and active feelings to the audience. The spirit of Rolling Stone is encourage people to think independently, the logo concept help our audience understanding our stories and brand mission as well as what we will thrive to do in the future.
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The renew Rolling Stone logo final decision.
FINAL LOGO
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LOGO EXPLORATION
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Here is the primary and final logo for new Rolling Stone, which can be used in different formats by following the subsequent usage guide in the next book.
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LOGO EXPLORATION
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VISUAL REFERENCE New Identity Introduction
It directly shows the design style and application effect. The layout is very beautiful and very attractive.
Logo Anatomy
It is the easiest way to display the design specifications of a standard logo. Very intuitive and understand it very directly. I can learn his design directly.
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VISUAL REFERENCE Typographic Standards
It directly shows the details of this typeface in large letters, and it is very interesting to me and read the entire content carefully. The layout is also beautiful. I can learn his design directly.
Main Colors
The palette display also impressed me. Unlike other brands, it directly uses the area of the circle to show the matching of different colors.
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This book is the second one in a series of three volumes. Book1, Visual Strategy Guide shows our research process of rebranding. What you just read is our Book 2, Visual Development Guide, which shows the process of developing the new logo. Book 3, Visual Standards Guide, will show our new visual identity and the future blueprint.
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VISUAL DEVELOPMENT GUIDE Visual Development Guide
School
Academy of Art University
Course
Nature of identity
Instructor
Hunter Wimmer
Term
Spring 2020
Design
Ethan Zhang
Software
Adobe Creative Cloud
Bindery
Blurb
Photography
Unsplash.com google.com
This book is a non-commercial project for education purposes and is not intented to represent the original RollingStone brand.
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