Visual Standards Guide by Fang Ci

VISUAL STANDARDS GUIDE

VISUAL STANDARDS GUIDE BORDERS 1

VISUAL STANDARDS GUIDE

VISUAL STANDARDS GUIDE BORDERS 3

VISUAL STANDARDS GUIDE

VISUAL STANDARDS GUIDE Visual Standards Guide provides guidelines to outline the Visual Standards and defines the Visual System for Borders. The Visual System supports the Visual Identity and outlines the proper use of the system; it defines what is more important and what is not allowed. The Conceptual System should tie the visual elements with the Visual Identity. For Borders, this Identity evolves to include the education, media, strengthen the communication aspect, and promotes diversity.

4 BORDERS

VISUAL STANDARDS GUIDE

BORDERS 5

VISUAL STANDARDS GUIDE

CONTENTS

01. LOGO STANDARDS 10 Identity Evolution 12 Main Logo 14 Anatomy of the Logo 16 Alternative Versions 18 Logo Size Variations 20 Logo Donâ&#x20AC;&#x2122;ts

6 BORDERS

VISUAL STANDARDS GUIDE

02. VISION STANDARDS

03. THE FUTURE

24 Typographic Standards

32 Brand Projection Chart

26 Colors

33 Brand Projection List

28 Logo Usage

BORDERS 7

VISUAL STANDARDS GUIDE

8 BORDERS

VISUAL STANDARDS GUIDE

01. LOGO STANDARDS 10 Identity Evolution 12 Main Logo 14 Anatomy of the Logo 16 Alternative Versions 18 Logo Size Variations 20 Logo Donâ&#x20AC;&#x2122;ts

borders 99 BORDERS

VISUAL STANDARDS GUIDE

IDENTITY EVOLUTION

What does Borders' new version change? Borders was an international book and music retailer. It focused on providing books and music through its networks of brick-and-mortar stores around the world for decades. The soul of Borders is to share knowledge, connect people and cross borders around the world. The reconstruction of its brand in 2016 keep the original soul but its direction change in order to make its deliverables to catch up with the current market and make them more accessible for everyone.

10 BORDERS

VISUAL STANDARDS GUIDE

Previous Logo

New Logo

1971—2011

2016—Future

BORDERS 11

VISUAL STANDARDS GUIDE

MAIN LOGO Borders’ Symbol

Borders’ Wordmark

BORDERS’ MAIN LOGO Borders’ main logo is a combination of its symbol and the Wordmark. The design remains consistent in Borders’ communication.

12 BORDERS

VISUAL STANDARDS GUIDE

Borders’ Signature

group

BORDERS’ SIGNATURE Borders’ signature is a combination of the wordmark and its full name. The display of its signature follows the standard guide and usage.

BORDERS 13

VISUAL STANDARDS GUIDE

ANATOMY OF THE LOGO

Borders' Main Logo

16/5 X 23/5 X

3/5 X

11/5 X

1/5 X

3/5 X

x = measurement

BORDERS’ SYMBOL

BORDERS’ WORDMARK

The symbol showcases two dialog boxes, which represents Borders mission of connecting people through knowledge. The center is intentionally colored differently to stand out; this represents the breaking down of barriers and crossing borders by communicating through knowledge.

Borders’ wordmark uses typography that is flat with straight edges. This makes sure it is consistent with the symbol. The “B” is emphasized through the colored square.

14 BORDERS

VISUAL STANDARDS GUIDE

Borders’ Symbol

Borders’ Symbol (in details)

16/5 X 23/5 X

3/5 X

X 11/5 X

1/5 X

3/5 X

BORDERS’ SYMBOL (IN DETAILS) The dialog boxes are done with circles. The overlapping is then subtracted to make for a smooth arch.

BORDERS 15

VISUAL STANDARDS GUIDE

ALTERNATIVE VERSIONS

Composition 01: symbol and wordmark

16 BORDERS

Composition 02: symbol only

VISUAL STANDARDS GUIDE

LOGO VARIATIONS There are four variety of compositions being used here for the logo: symbol and wordmark, symbol only, wordmark only, and signature. These different combinations follow the Visual Standard Guideline.

Composition 03: wordmark only

Composition 04: signature

group

BORDERS 17

VISUAL STANDARDS GUIDE

LOGO SIZE VARIATIONS

1.25 in

1 in

0.75 in

18 BORDERS

VISUAL STANDARDS GUIDE

DIFFERENT SIZES AND SCALES USAGE Bordersâ&#x20AC;&#x2122; logo is intentionally done to allow the usage of various sizes. These measurement scale based on the height of the logo.

0.25 in

group

1 in

group

0.75 in

group

BORDERS 19

VISUAL STANDARDS GUIDE

LOGO DONâ&#x20AC;&#x2122;TS

20 BORDERS

VISUAL STANDARDS GUIDE

DON'T TREAT LOGO AS FOLLOW EXAMPLES 1. Don’t change the colors. 2. Don’t use drop shadow. 3. Don’t use lowercase letters.

borders

4. Don’t use italic. 5. Don’t outline the logo.

borders

BORDERS 21

VISUAL STANDARDS GUIDE

22 BORDERS

VISUAL STANDARDS GUIDE

02. VISION STANDARDS 24 Typographic Standards 26 Colors 28 Logo Usage

23 borders 23 BORDERS

VISUAL STANDARDS GUIDE

TYPOGRAPHIC STANDARDS

avenir book

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,.;:!/%&()

avenir black

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,.;:!/%&()

archer book

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,.;:!/%&()

archer bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,.;:!/%&()

24 BORDERS

VISUAL STANDARDS GUIDE

LOGO TYPOGRAPHIC STANDARDS

SYSTEM TYPOGRAPHIC STANDARDS

Borders’ logo uses the sans-serif typeface “Open Sans” as its standard typography. It is not only optimized for legibility and readability in print, but also on web and mobile interfaces. It is even legible on screen of all sizes, even the smaller ones.

Borders’ uses the san-serif and serif typefaces, Avenir and Archer, for its typography. These two typefaces build a strong contrast which also showcases the feeling of Borders’ style.

open sans regular open sans bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,.;:!/%&()

BORDERS 25

VISUAL STANDARDS GUIDE

COLORS

PANTONE+Solid Coated 7547 C

C: 88 M: 75 Y: 52 K: 58

C: 0 M: 74 Y: 99 K: 0

#: 2b3076 R: 44 G: 49 B: 119

PANTONE+Solid Coated 2627 C

C: 91 M: 99 Y: 35 K: 31

26 BORDERS

#: 192636 R: 25 G: 39 B: 55

PANTONE+Solid Coated 280 C

C: 100 M: 97 Y: 21 K: 8

#: 342055 R: 52 G: 31 B: 84

PANTONE+Solid Coated 1645 C

PANTONE+Solid Coated 7409 C

C: 0 M: 31 Y: 91 K: 0

#: f16521 R: 242 G: 102 B: 33

#: fcb730 R: 253 G: 183 B: 49

PANTONE+Solid Coated 106 C

C: 5 M: 8 Y: 89 K: 0

#: f7dc35 R: 247 G: 220 B: 53

VISUAL STANDARDS GUIDE

BORDERS 27

VISUAL STANDARDS GUIDE

LOGO USAGE

28 BORDERS

VISUAL STANDARDS GUIDE

COLOR USAGE ON DIFFERENT BACKGROUNDS 1. Logo with a colored background 2. Logo with a grey background 3. Logo with a black and white background 4. Logo with an image as the background

BORDERS 29

VISUAL STANDARDS GUIDE

30 BORDERS

VISUAL STANDARDS GUIDE

BORDERS 31

VISUAL STANDARDS GUIDE

LOGO USAGE

32 BORDERS

VISUAL STANDARDS GUIDE

03. THE FUTURE 32 Brand Projection Chart 33 Brand Projection List

33 borders 33 BORDERS

VISUAL STANDARDS GUIDE

BRAND PROJECTION CHART CONNECT PEOPLE

29 4 5 6 11 18 16 13 14 28 17 20 21 2 3 7 22 23 25 30 9 10 12 15 1 8 19 26

SHARE KNOWLEDGE

CROSS BORDERS

MAKE COMMUNICATION HAPPEN 34 BORDERS

VISUAL STANDARDS GUIDE

BRAND PROJECTION LIST

BORDERS EDUCATION

BORDERS MEDIA

1. Borders Online Academy 2. Borders Institute of Art 3. Borders Training Service 4. Borders Learning Experimental Lab 5. Borders Learning Center 6. Borders Online Library 7. Borders Language Program 8. Borders DIY Store + Childrenâ&#x20AC;&#x2122;s Creativity Museum 9. Borders Workshop 10. Borders Art Museum 11. Borders Knowledge Interactive Museum 12. Borders Education Consulting 13. Borders Science and Technology Gallery + California Academy of Sciences 14. Borders Book Club 15. Borders Center 16. Borders Tour 17. Borders International Education Services

18. Borders Communication App 19. Borders Channel 20. Borders+ 21. Borders Knowledge Games 22. Borders Forum 23. Borders + QUORA 24. Borders Template

BORDERS FOUNDATION 25. Borders Scholarship 26. Borders Employment-Oriented Service 27. Borders Knowledge Competition 28. Borders Conference 29. Borders International Camp 30. Borders Education Fund

PRODUCTS

EDUCATIONAL OPPORTUNITIES

SERVICES

CO-BRANDING OPPORTUNITIES

ENVIRONMENTS

EVENTS

EXPERIENCES

BORDERS 35

VISUAL STANDARDS GUIDE

1. BORDERS EDUCATION Borders Education provides a platform to share knowledge in the world in different ways, such as an academy, tutorials, programs and experiences.

1. Borders Online Academy An online course provider. It hosts online university-level courses in wide range of disciplines to a worldwide student. The fields include math, history, coding, accounting, marketing, data analyze, computer science, writing and other classes.

2. Borders Institute of Art A institute provides different fields of art classes, such as graphic design, web design, photography, fashion design, fine arts, game design and other coures related to arts.

3. Borders Training Service Provides school students future career plan training. There are programs to help them get training and find jobs. It provides you with personal analyze, suggestions, guidelines for the career planning.

4. Borders Learning Experimental Lab Learn different fields of knowledge through experience in the lab. The lab is the place where students investigate, analyze, and reflect. It explores and design transformational learning environments. They integrate practice, theory, and capacity building for educators, students, leadership and partners to explore and design experiential learning.

36 BORDERS

VISUAL STANDARDS GUIDE

5. Borders Learning Center It offers academic assistance and tutoring for students. and academic coaches will refer them to the appropriate support channel.

6. Borders Online Library An online library that specializes in academic publishing and markets its products to professionals, students and instructors in higher education, and researchers and practitioners in scientific, technical and medical fields.

7. Borders Language Program It is a method of teaching a second language for learners. The program is designed to help non-native English speakers improve their language skills for academic and professional activity.

ED CO

8. Borders DIY Store + Childrenâ&#x20AC;&#x2122;s Creativity Museum A creative store provides tools to teach, inspire, and enable creativity among young mothers and their children. Through explore, make, learn, and shop to help inspire costomers with content, offer classes to improve skills, and give access to DIY tools and supplies to start creativity.

BORDERS 37

VISUAL STANDARDS GUIDE

9. Borders Workshop Provide interactive training to help student to learn a widely fields knowledge.

10. Borders Art Museum An art museum and holds an internationally recognized collection of modern and contemporary art.

11. Borders Knowledge Interactive Museum A public learning laboratory exploring the world through science, art, and human perception. Its mission is to create inquiry-based experiences that transform learning worldwide.

12. Borders Education Consulting A professional who provides expert advice in education. The company assists students or parents in making educational decisions and giving advices in various issues, such as major chosen, future career plan, classes review, shool chosen at Higher education.

ED CO

38 BORDERS

13. Borders Science and Technology Gallery + California Academy of Sciences A learning center with a multimedia exhibition. It dedicated to exploring, explaining, and sustaining life on Earth.

VISUAL STANDARDS GUIDE

14. Borders Book Club A group of people who meet to discuss books that they have read. The group of people who meet to discuss a book or books that they have read and express their opinions, likes, dislikes, etc.

15. Borders Center A multiple center features visual art, performance, and film activities to communicate woth local, national, and international artists.

16. Borders Tour A historic tour to share knowledge for student. It provides unique travel experiences to students. The travel experiences bring history, understanding, and appreciation to life.

17. Borders International Education Services It dedicates to the pursuit of excellence, innovation and growth in the international education sector.

BORDERS 39

VISUAL STANDARDS GUIDE

2. BORDERS MEDIA Borders Media provides a platform to share knowledge and connect people in the world. The program in Educational Media & Technology prepares students to design, produce, implement, manage, and evaluate technology-based resources that support teaching, learning, and training in a variety of environments. Educational media can be used at home or in the classroom to supplement lessons and formal education.

18. Borders Communication App A platform for people to communicate with each other and share knowledge cross borders. 19. Borders Channel It provides documentary television programming focused primarily on popular science, technology, and history.

20. Borders+ It is an interest-based social network to communicate with other people and share information cross borders.

21. Borders knowledge games A game help school student to learn knowledge. It provides special categories in different fields, such as math, language, history and etc.

22. Borders Forum An Internet forum that features sharing knowledge in different fields. Connecting people, sharing knowledge, increasing transparency: Using online platforms to increase access to open data and share best practices of monitoring womenâ&#x20AC;&#x2122;s land rights.

40 BORDERS

VISUAL STANDARDS GUIDE

23. Borders + QUORA A answer questions site where questions are asked, answered, edited and organized by its community of users. It connects the people who have knowledge to the people who need it, to bring together people with different perspectives so they can understand each other better, and to empower everyone to share their knowledge for the benefit of the rest of the world.

24. Borders Website Template It is a website builder, blogging platform and hosting service. People use it to create and customize website. It is the all-in-one solution for anyone looking to create a website.

BORDERS 41

VISUAL STANDARDS GUIDE

3. BORDERS FOUNDATION Borders Foundation provides an opportunity to hold events to share knowledge across borders. It analyzes data to target resources where they are needed most, engages volunteers, provides grants to educators and awards scholarships to students.

25. Borders Scholarship An award of financial aid for a student to further their education. Financial assistance is a necessity for many college students, particularly those planning careers that require many years of education beyond the undergraduate level. Scholarships have unique benefits and are the most desirable form of financial aid. Many are merit-based or awarded as recognition for certain achievements. Our scholarship program consists of financial assistance as well as ideational support. Even after the successful completion of studies, we remain in contact with our former scholars and offer them the unique opportunity to become a part of our international network.

26. Borders employment-oriented service Appealing share knowledge around the world, connect people with knowledge. is a business and employment-oriented social networking service that operates via websites. find millions of jobs from thousands of company web sites, job boards and newspapers.

27. Borders Knowledge Competition A knowledge competition for school students on TV quiz game that tests players on a wide variety of academic subjects.

28. Borders Conference A conference emphasis was technology and design, broadened its focus to include talks on many scientific and academic topics.

42 BORDERS

VISUAL STANDARDS GUIDE

29. Borders International Camp A communicate oppotunity for young person to experience around the world. International Camp includes climbing, water sports. It discover new interests and hobbies. Achieve higher levels in competitive sports. Develop leadership and team-building skills.

30. Borders Education Fund Partner with teachers, students and community members to create change for students and placed volunteers for educator.

BORDERS 43

VISUAL STANDARDS GUIDE

SOURCES

Images [1] https://798ba5fc6c26138891ff-87c90dc1f9831d97db3cc2da920498b7.ssl.cf2.rackcdn.com/2015/03/borders-bookstore-bankrupt.jpg

[2] http://www.tocci.com/wp-content/uploads/2012/12/Borders-Exterior.jpg

44 BORDERS

VISUAL STANDARDS GUIDE

BORDERS 45

VISUAL STANDARDS 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 Standards Guide was collected, conceived, written and design by Fang Ci. All Rights Reserved Copyright Â©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.

46 BORDERS

VISUAL STANDARDS GUIDE

BORDERS 47

VISUAL STANDARDS GUIDE

48 BORDERS