VISUAL DEVELOPMENT GUIDE
VISUAL DEVELOPMENT GUIDE BORDERS 1
VISUAL DEVELOPMENT GUIDE
SCHOOL: Academy of Art University CLASS: The Nature of Identity INSTRUCTOR: Hunter Wimmer WEBSITE: makecommunicationhappen.com FONT: Avenir and Archer SOFTWARE: Adobe Creative Cloud All content for the Borders Visual Development Guide was collected, conceived, written and design by Fang Ci. All Rights Reserved Copyright ©2016 Fang Ci No portion of this publication can be used or reproduced without the prior written consent from FANG CI. This Book is a non-commercial work produced as a student project for educational purpose.
2 BORDERS
VISUAL DEVELOPMENT GUIDE
VISUAL DEVELOPMENT GUIDE BORDERS 3
VISUAL DEVELOPMENT GUIDE
VISUAL DEVELOPMENT GUIDE The Visual Development Guide explores the visual identity of the rebranded Borders; it summarizes the identity development process from the initial ideas to the final form. The identity is meant to enhances the soul and core ideas of the new brand; it’s meant to convey the feeling of promoting communication across borders in order to connect people around the world through the spread and exchange of knowledge.
4 BORDERS
VISUAL DEVELOPMENT GUIDE
BORDERS 5
VISUAL DEVELOPMENT GUIDE
CONTENTS
01. LOGO RESEARCH 13 3 Keywords 14 Categories and Camps 16 Look-A-like logos
6 BORDERS
VISUAL DEVELOPMENT GUIDE
02. LOGO SKETCHES
03. FINAL LOGO
22 Initial Logo Sketches
44 Chosen Direction
34 Detail Refinements
46 Final Logo
36 Digital Sketches
47 Logo Standardization
BORDERS 7
VISUAL DEVELOPMENT GUIDE
8 BORDERS
VISUAL DEVELOPMENT GUIDE
01. LOGO RESEARCH 13 3 Keywords 14 Categories and Camps 16 Look-A-like logos
BORDERS 9
VISUAL DEVELOPMENT GUIDE
10 BORDERS
VISUAL DEVELOPMENT GUIDE
BORDERS 11
VISUAL DEVELOPMENT GUIDE
12 BORDERS
VISUAL DEVELOPMENT GUIDE
3 KEYWORDS
CONNECT/COMMUNICATE: CONNECT PEOPLE
BOUNDARY: CROSS BORDERS
KNOWLEDGE: SHARE KNOWLEDGE
[4]
[5]
[6]
CONCEPTUAL RESEARCH The mission of Borders is to share knowledge to connect people around the world through the spread of knowledge and communication. The target audience ranges from primary students to professionals who want to learn and self-improve in different areas. The concept here is to engage the soul and the target audience. As such, there are three key words that are used to explore, design, and guide the visual development of the brand.
BORDERS 13
VISUAL DEVELOPMENT GUIDE
CATEGORIES AND CAMPS
CONNECT PEOPLE (dialogue boxes, puzzle, arrow)
CROSS BORDERS (bridge arch, wall, lines)
14 BORDERS
VISUAL DEVELOPMENT GUIDE
SHARE KNOWLEDGE (seed, cutured animals that represent sharing knowledge, bulb)
CONCEPTUAL EXPLORATION After figuring out the key phrases and defining the categories or “camps,” the next step is to explore logo design concepts. Each camp is meant to deliver a mix of three types of solutions: graphics only, type only, and both graphics and type
BORDERS 15
VISUAL DEVELOPMENT GUIDE
LOOK-A-LIKE LOGOS
LOOK-A-LIKE LOGO Look-a-like logos are ones that are similar. These are both similar and different with the logo for the intended company. The two ideas explored here are dialogue boxes and seeds. Dialogue boxes are used to represent the communication and connection between people. They are typically seen in logos used for communication-based apps or services. Seeds are used to represent knowledge, and are typically seen in logos related to education.
16 BORDERS
VISUAL DEVELOPMENT GUIDE
INTERLLINGUA
COMCAST
PELHAM COMMUNITY COALITION
Professional translation and localization services are key to international development and tourism. It is with this mission statement that Interllingua was founded in. The company now provides academic and marketing translations.
Comcast Corporation, formerly registered as Comcast Holdings, is an American global mass media conglomerate and is currently the largest broadcasting and cable television company in the world.
The Pelham Community Coalition is a group that seeks to inform and empower members of the Pelham community to combat substance abuse, especially among the youth.
PINGER
KAKAO TALK
Pingar, Inc. was founded in 2006 and is headquartered in San Jose, Califor-
KakaoTalk, or sometimes called KaTalk, is a free mobile instant messaging app
WeChat is a cross-platform instant messaging services owned by Tencent. First
nia. Pinger’s application, Textfree, is a cross-platform texting and calling application for smartphones. Users use it to communicate with others, even if they do not have Textfree, via texting and calling.
that has free text and call features.
released in January 2011, it is currently the largest standalone messaging apps in terms of monthly active users.
BORDERS 17
VISUAL DEVELOPMENT GUIDE
FACEBOOK MESSENGER
TALENTSEED
HANGOUTS
Facebook Messenger, sometimes abbreviated as Messenger, is an instant messaging service and software application that provides text and voice communications.
Talent Seed is not just another recruitment company but one that aims to teach your company on how to recruit and keep key talents. The keywords here are growth and potential.
Google Hangouts is a communication platform developed by Google. It includes instant messaging, video chat, SMS, and VOIP features.
LINE
IMO
Line is a proprietary application that is used for instant communications on
WhatsApp Messenger is a proprietary, cross-platform, and encrypted instant
Message and video chat with your friends and family for free, no matter
electronic devices such as smartphones, tablets, and personal computers. Line users exchange texts, images, videos and audio, and conduct free VOIP conversations and video conferences.
messaging client for smartphones. It sends text messages, documents, PDFs, GIFs, videos, user location and audio messages to other users. The contact list uses the standard cellular mobile numbers for a low barrier of entry.
what devices they are on.
18 BORDERS
VISUAL DEVELOPMENT GUIDE
THE ORGANIC FEED COMPANY
SEED
SKLARCZYK
A family run business, the Organic Feed Company aims to provide you with the healthiest organic feeds possible. This means absolutely no synthetic ingredients such as artificially manufactured vitamins and amino acids.
The University of Toledo’s SEED initiative focuses on Sustainability, Energy Efficiency, and Design to ensure the University is operating in a manner that betters our neighbors, economy, and planet.
Sklarczyk Seed Farm LLC recognizes the importance of earth friendly sustainable practices and the benefits they will provide for our future generations. That is why they were the first farm in Otsego County and one of the first Greenhouse operations in Michigan.
INDYPL SEED LIBRARY
SEED
EKOCONNECT
The IndyPL Seed Library is located in Glendale and is free and open to the
Saturday Engineering Enrichment and Discovery (SEED) Academy is a seven-se-
EkoConnect is a non-profit organisation that enforces and supports the exchange
public. It provides seeds that are open pollinated, with most of them organic or heirloom, for checkout.
mester academic career exploration program for public students in Boston, Cambridge, and Lawrence, Massachusetts. Students who are interested must have a strong academic record and an interest in science and engineering.
of information, knowledge and experiences in the field of organic agriculture.
BORDERS 19
VISUAL DEVELOPMENT GUIDE
20 BORDERS
VISUAL DEVELOPMENT GUIDE
02. LOGO SKETCHES 22 Initial Logo Sketches 34 Detail Refinements 36 Digital Sketches
BORDERS 21
VISUAL DEVELOPMENT GUIDE
INITIAL LOGO SKETCHES
22 BORDERS
VISUAL DEVELOPMENT GUIDE
SHARE KNOWLEDGE There are many different elements that can be used to represent the idea of sharing knowledge. Knowledge to me include many things, such as facts, information and news, skills, and education. These are all thoroughly explored in order to design the logo to make sure it resonates with the core mission.
BORDERS 23
VISUAL DEVELOPMENT GUIDE
BRAINSTROMING AND EXPLORATION Brainstorming is the first step in the ideation process; by thinking of related things, you can come up with all sorts to good ideas. Exploration is the next logical step; it allows you to test and disregard until you find the optimal solutions.
24 BORDERS
VISUAL DEVELOPMENT GUIDE
ANIMAL REPRESENTATION OF KNOWLEDGE There are several animals that represent the idea of knowledge; they conjure up several adjectives-wise, contemplative, and enlightened.
BORDERS 25
VISUAL DEVELOPMENT GUIDE
CROSS BORDERS The idea of crossing borders to me means no boundaries and freedom of travel. There are several elements that embody these ideals, such as: broken walls, bridge arches, and related elements that make heavy use of lines.
26 BORDERS
VISUAL DEVELOPMENT GUIDE
BORDERS 27
VISUAL DEVELOPMENT GUIDE
28 BORDERS
VISUAL DEVELOPMENT GUIDE
CONNECT PEOPLE The centerpiece here is the idea of communication; it connects people across the world. The use of dialogue boxes, puzzle pieces, and arrows to represent the ideals of communications and connecting people around the world.
BORDERS 29
VISUAL DEVELOPMENT GUIDE
DIALOGUE BOXES Dialogue boxes by themselves visually represent communication in any culture. They are natural to use. The ideals of connection and relationships are vividly shown.
30 BORDERS
VISUAL DEVELOPMENT GUIDE
BORDERS 31
VISUAL DEVELOPMENT GUIDE
ARCHES AND BRIDGES Arches and bridges are two elements that showcase the ideal of connection. The elements are combined with typography for the logo design in order to represent the soul of the brand.
32 BORDERS
VISUAL DEVELOPMENT GUIDE
BORDERS 33
VISUAL DEVELOPMENT GUIDE
DETAIL REFINEMENTS
34 BORDERS
VISUAL DEVELOPMENT GUIDE
REFINEMENTS After the brainstorm and exploration phases of logo design, the ideas are then narrowed down to the next steps for detail refinement. Specifically, this step is to really hone the relationship between each elements for the logos.
BORDERS 35
VISUAL DEVELOPMENT GUIDE
DIGITAL SKETCHES
CONNECT PEOPLE
36 BORDERS
VISUAL DEVELOPMENT GUIDE
DIALOGUE BOXES Two overlapping dialogue boxes symbolize the action part of communication. This further expands to the ideal of knowledge sharing and relationship forming.
b
b
b
BORDERS 37
VISUAL DEVELOPMENT GUIDE
OPPOSING ARROWS AND ARCHES/BRIDGES The opposing arrows along with the arches and bridges showcase the communication and connection between people.
borders
borders
borders borders borders 38 BORDERS
borders
borders
borders
VISUAL DEVELOPMENT GUIDE
SEEDS Seeds are good elements to use to symbolize growth. Education comes in mind as it fosters people to grow. This is then combined with green colored typography which relates to the ideal of knowledge.
SHARE KNOWLEDGE
b b
borders
borders
borders BORDERS 39
VISUAL DEVELOPMENT GUIDE
borders
borders
40 BORDERS
VISUAL DEVELOPMENT GUIDE
BROKEN WALLS Broken walls symbolize broken boundaries, freedom of travel, and connection with others.
CROSS BORDERS
b b BORDERS 41
VISUAL DEVELOPMENT GUIDE
42 BORDERS
VISUAL DEVELOPMENT GUIDE
03. FINAL LOGO 44 Chosen Direction 46 Final Logo 47 Logo Standardization
BORDERS 43
VISUAL DEVELOPMENT GUIDE
CHOSEN DIRECTION
44 BORDERS
VISUAL DEVELOPMENT GUIDE
FINAL CHOSEN DIRECTION Two overlapping dialogue boxes combined with typography was chosen as the final representation of the chosen direction. It showcases the concept of initiating communication; specifically, the overlapped portion are used to represent the connecting of people and sharing of knowledge.
BORDERS 45
VISUAL DEVELOPMENT GUIDE
FINAL LOGO
FINAL LOGO The final logo is comprised of two overlapping dialogue boxes with the overlapping portion being an emphasis of the soul of the brand; that is, the idea of initiating communication to connect people around the world and the embodiment of knowledge sharing. The dialogue boxes were created by using multiple circles in order to integrate them with each other with a square as a centerpiece. The wordmark, done with a modified “Open Sans,” features smooth and flat edges. The square is then repeated in the letter “B” to place emphasis.
46 BORDERS
VISUAL DEVELOPMENT GUIDE
LOGO STANDARDIZATION
Borders' Main Logo
16/5 X 23/5 X
3/5 X
X
X
5X
11/5 X
X
1/5 X
1/5 X
3/5 X
X
x = measurement
BORDERS 47
VISUAL DEVELOPMENT GUIDE
SOURCES
Images [1] Introduction Page https://www.entrepreneur.com/article/249436, Page 4
[2] Contents Page http://laurentlazard.com/media/Borders-Books-Store.html, Page 6
[3] Chapter 1 Page http://mediashift.org/wp-content/uploads/2015/06/books-magazines-building-school.jpg, Page 8
[4] Chapter 1, CROSS BORDERS https://www.pinterest.com/pin/326440672961798516/, Page 12
[5] Chapter 2 Page 2015-05-18-capitol-hill-books-0118edit_wide-2326ae33f1052767dabddc5fd998c148ea879f9c
[6] Chapter 3 Page http://cdn-media-4.lifehack.org/wp-content/files/2014/03/books. jpg, Page 8
48 BORDERS
VISUAL DEVELOPMENT GUIDE
BORDERS 49
VISUAL DEVELOPMENT GUIDE
SCHOOL: Academy of Art University CLASS: The Nature of Identity INSTRUCTOR: Hunter Wimmer WEBSITE: makecommunicationhappen.com FONT: Avenir and Archer SOFTWARE: Adobe Creative Cloud All content for the Borders Visual Development Guide was collected, conceived, written and design by Fang Ci. All Rights Reserved Copyright ©2016 Fang Ci No portion of this publication can be used or reproduced without the prior written consent from FANG CI. This Book is a non-commercial work produced as a student project for educational purpose.
50 BORDERS
VISUAL DEVELOPMENT GUIDE
BORDERS 51
VISUAL DEVELOPMENT GUIDE
SCHOOL: Academy of Art University CLASS: The Nature of Identity INSTRUCTOR: Hunter Wimmer WEBSITE: makecommunicationhappen.com FONT: Avenir and Archer SOFTWARE: Adobe Creative Cloud All content for the Borders Visual Development Guide was collected, conceived, written and design by Fang Ci. All Rights Reserved Copyright ©2016 Fang Ci No portion of this publication can be used or reproduced without the prior written consent from FANG CI. This Book is a non-commercial work produced as a student project for educational purpose.
52 BORDERS