Visual Standards Guide

VISUAL STANDARDS GUIDE

SCHOOL: Academy of Art University

CLASS: The Nature of Identity

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 ©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.

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.

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.

Previous Logo

New Logo

2016—Future

1971—2011

B orders’ Symbol

B orders’ Wordmark

BORDERS’ MAIN LOGO

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

B orders’ 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.

ANATOMY OF THE LOGO

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.

BORDERS’ SYMBOL

BORDERS’ WORDMARK

B orders’ Symbol

B orders’ Symbol (in details)

BORDERS’ SYMBOL (IN DETAILS)

The dialog boxes are done with circles. The overlapping is then subtracted to make for a smooth arch.

ALTERNATIVE VERSIONS

Composition 01: symbol and wordmark

Composition 02: symbol only

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

DIFFERENT SIZES AND SCALES USAGE

Borders’ logo is intentionally done to allow the usage of various sizes. These measurement scale based on the height of the logo.

0.25 in

1 in

0.75 in

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.

4. Don’t use italic.

5. Don’t outline the logo.

borders borders

02. VISION STANDARDS

TYPOGRAPHIC STANDARDS

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890,.;:!/%&()

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890,.;:!/%&()

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890,.;:!/%&()

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890,.;:!/%&()

LOGO 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.

SYSTEM TYPOGRAPHIC STANDARDS

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.

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

BRAND PROJECTION CHART

BRAND PROJECTION LIST

BORDERS EDUCATION

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 + Children’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

BORDERS MEDIA

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

PR PRODUCTS

SERVICES

EDUCATIONAL OPPORTUNITIES

CO-BRANDING OPPORTUNITIES

ENVIRONMENTS EVENTS

EXPERIENCES

1. BORDERS EDUCATION

B orders Education provides a platform to share knowledge in the world in different ways, such as an academy, tutorials, programs and experiences.

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.

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.

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.

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.

1. Borders Online Academy

2. Borders Institute of Art

3. Borders Training Service

4. Borders Learning Experimental Lab

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

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.

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.

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.

5. Borders Learning Center

6. Borders Online Library

7. Borders Language Program

8. Borders DIY Store + Children’s Creativity Museum

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

An art museum and holds an internationally recognized collection of modern and contemporary art.

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.

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.

A learning center with a multimedia exhibition. It dedicated to exploring, explaining, and sustaining life on Earth.

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.

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.

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

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.

It dedicates to the pursuit of excellence, innovation and growth in the international education sector.

Borders Book Club

Borders Center

16. Borders Tour

Borders International Education Services

2. BORDERS MEDIA

B orders M edia 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 women’s land rights.

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.

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.

23. Borders + QUORA

24. Borders Website Template

3. BORDERS FOUNDATION

B orders 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.

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.

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.

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

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

25. Borders Scholarship

26. Borders employment-oriented service

27. Borders Knowledge Competition

28. Borders Conference

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.

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

29. Borders International Camp

30. Borders Education Fund

SOURCES

I mages

[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

SCHOOL: Academy of Art University

CLASS: The Nature of Identity

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 ©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.