Green Visual Development Guide

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Book 2 /3 Visual Development Guide

Table of Contents

Book 2 /3 Visual Development Guide

Green _ A Visual Development Guide

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Visual Development Guide In Book 1, a brand strategy was built for the new Green Party US. Included in that strategy is a new mission statement and keywords that serve to guide the visual development of this rebrand.

Our mission is to work together to sustain a civil society by revitalizing our natural resources and maintaining the world’s natural order.

In the Visual Development Guide, we show you the process of which the new brand was developed with the new mission at the core of each step of decision-making.

Green _ A Visual Development Guide

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_ Table of Contents –

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The Research _ Visual Standards Inspiration _ Old Logo _ Key Phrases and Camps

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The Sketches _ Initial Exploration _ Sketch Refinements _ Digitizing

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The New Logo _ New Logo _ Similar Logos

The Research

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Table of Contents

Visual Standards Inspiration Key Phrases and Camps

Green _ A Visual Development Guide

Current Identity

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The Research

Green _ A Visual Development Guide

The Research

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The visual standards guide outlines the visual system that elevates the visual identity which defines the brand.

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_ Visual Standards Inspiration Inspiration and examples are a good method to starting a design. We took a look at various visual standards guides and evaluated the successes that could be applied to the rebrand of the Green Party US.

The Research

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Visual Standards Inspiration

Identity Description/History Skype introduces their identity in a completely separate document. They share their history and describe their design decisions in their brand style of playful illustrations and friendly language, engaging the reader and telling a story.

Green _ A Visual Development Guide

The way skype speaks to the reader in second person, using casual language, convinces the reader that they are in a conversation, perhaps a video-chat with the company.

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Now let’s stop, take a moment and think about what ‘here’ means for us at Skype.

How many people are using Skype right now?

Over 200 million. 200 million? Two hundred million people, that’s how many. Imagine that.

That’s some mean feat. It’s taken a lot of hard work, late nights, grey hairs to get here… and all in three and a bit years.

The Research

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Visual Standards Inspiration

Main Logo Old Navy properly presents the logo in its own spread, giving it the attention it deserves.

Anatomy of the Logo

Green _ A Visual Development Guide

Mennonite Church (MCUSA) shows how the logo was constructed using circles and triangles.

Gap, Inc. clearly shows how the x-height is proportionately used to determine the sizes of other parts of the logo.

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≥≥

........................... .........................

LOgO

.......................... .......................... .......................... .......................... .......................... .......................... .......................... .......................... .......................... .......................... .......................... .......................... .......................... .......................... .......................... .......................... .......................... .......................... .......................... .......................... .......................... .......................... .......................... .......................... .......................... .......................... ..........................

1_Usage

1_Usage 2_Samples

it’s baaaaack. The Old navy ellipse logo will be taking its rightful place once again, in our hearts, and on our marketing materials. Hello ellipse we missed you.

ellipse

Symbol

pms 2955

Old Navy’s brand guidelines |

Time after time, the Spirit in the form of a dove Proper use of the symbol is the cornerstone of the announces the coming of God to us. As Mennonites, Visual Identity Program. By following the guidelin we recognize the centrality of Christ as proclaimed in outlined in this manual, the consistent application Scripture, revealed through the Holy Spirit and the symbol will be ensured. discerned in Christian community. The dove represents Jesus and the missional calling to joyfully follow Jesus Use only the approved electronic files for the symb wordmark into the world. This symbol reflects these basic Do not attempt to redraw or redesign the symbol. understandings.

Artwork of the symbol is available as digital EPS f and reproduction proofs may be obtained by cont 2 The symbol is graphically simple so it will function in Mennonite Church USA Communications. all media: electronic, print, on-screen and display. The design works in both large and small scales.

16 | cORe design

The MC USA symbol is constructed from simple geometric shapes and will function in all media: electronic, print, on-screen and display.

For most applications, the symbol should be reproduced only from electronic files or reproduction proofs available from Mennonite Church USA Communications.

STRUCTURE OF MCUSA_Symbol_347.eps fig. 2.2A

THE LOGO

Structure of the Gap Inc. Logo

The Gap Inc. Logo is constructed from a modified version of 4X

Perpetua and Gill Sans and each letterform has been carefully considered—do not attempt to recreate the Gap Inc. logo using standard typefaces and word processing applications.

2.5X

Refer to these standards every time you use the Gap Inc. logo to ensure its consistent and approved application.

The structure of the Gap Inc. logo is marked by a strong vertical axis, as shown on the left. Use this axis to ensure the correct

Gap Banana Republic Old Navy X

Corporate Signature: PMS Black or PMS Warm Gray 6 Brands Signature: Black (PMS Black)

1.5X X

X

placement of the Brands Signature.

Vertical Axis

2.2A: Gap Inc. Primary Logo Not Actual Size

fig. 2.2B-C

Logo/Signature Typography

Perpetua

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() Gill Sans Regular

2.2B: Gap Inc. Corporate Signature Modified Perpetua Print Version: Actual Size

2.2C: Gap Inc. Primary Logo Modified Perpetua/Gill Sans Print Version: Actual Size

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

fig 2.2D

Colors

Spot-Color/PMS Palette (Simulation)

4-Color Process Palette (Simulation)

The main colors for the Gap Inc. printed logo are PMS Black and PMS Warm Gray 6. See the following pages for single and reverse color applications. When printing 4-Color process and an additional spot color is not available, use the CMYK con-

Black (PMS Black)

Black (K): 100% Cyan: 0%

The Research

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Visual Standards Inspiration

Alternative Versions of Logo Mtrl provides various versions of the logo with descriptors.

Alternative Version Chart In an easy-to-understand chart, United Way showed the sizes and colors of how the logo should be used in its’ respective formats.

Green _ A Visual Development Guide

Mennonite Church also charts out the different ways the signature is formatted for different usages.

Geometric properties / Individual Mark / Mark Extensions / Brand Path / Allowances /

Mark

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ASM Logo + Wordmark Lock-up + Tagline

ASM Logo + Wordmark Lock-up

United Way Brand Identity Guidelines

randmark usage

Version 1.0 Š United Way of America 2004

Wordmark Lock-up + Tagline

Wordmark

dmark: mum size

e the integrity of the United Way rk, do not reduce its width to less than s for print or special usage, and 90 1.25 inches for screen applications. production methods may require mum size to be greater than the sizes d here.

Signatures continued

Screen 90 pixels or 1.25" wide

Print Special usage Signature Formats There are two official formats for the Mennonite wide and Alternative (horizontal). .75" wide Church logo:.75" Preferred The preferred format should be used most often.

Except in special circumstances described elsewhere in this manual, the symbol should not appear without the Mennonite Church USA name.

For bilingual and binational applications, only one symbol is used for both names. For shared projects, like the joint assembly, a binational signature is used to equally represent both denominations.

Preferred

MCUSA_Sig.eps

This is the preferred format for most applications

Alternative This format may be used in long horizontal spaces such as signage, banners and web sites.

Bilingual This format is used when two languages are displayed together.

Only one symbol is used for both.

MCUSA_Sig_Alt.eps MM_Sig_Alt.eps

MCUSA_Sig_Biling.eps

MPN_Sig.eps

The Research

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Visual Standards Inspiration

Logo Don’ts Herman Miller not only tells readers what not to do, they show it with a red mark through it for clarity.

Colors

Green _ A Visual Development Guide

Skype does a good job simplifying its color palette. They also show how the colors look in proportional next to each other.

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August 2010

8. Making brand what decisions, incorrect applications colours are give us personality. We’re bright, , colourful and confident. y’re simply loud and clear.

Do not apply effects like dropshadows, bevels, or stretched proportions.

Do not miscolor or outline the logomark (or logotype).

Do not combine the logomark and logotype.

These are our primary colours for text and headers.

Do not fill the logomark or logotype with imagery.

page 30 © 2010 Herman Miller, Inc.

Skype Blue

Skype Text

Pantone Pro. Cyan C CMYK 100/0/0/0 RGB 0/175/240 HEX #00AFF0 100% General Use 50% Strapline 20% Boxes

Cool Gray 9 C CMYK 0/0/0/60 RGB 130/130/130 HEX #666666

The Research

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Visual Standards Inspiration

Typographic Standard MSI (Management Systems International) shows all the characters of the typefaces. In its’ descriptions, it uses that particular typeface to show how this looks in application.

Green _ A Visual Development Guide

They also provide the standards for spacing and various editorial and visual styles.

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MSI TYPOGRAPHY One of the most unifying elements within the MSI, Identity system is the consistent use of typography and typographic treatments. Trade Gothic, a basic, legible sans serif face and Minion, a classic serif typeface are the fundamental elements of visual communication within the system.

Primary Typeface: Trade Gothic

Trade Gothic Light

Trade Gothic Light: 8.5/12

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

Trade Gothic was designed by Jackson Burke between 1948 and 1960 for Linotype. In the nineteenth-century grotesque style, like News Gothic, Trade Gothic has a

Trade Gothic Medium

large x-height. Trade Gothic, with its condensed faces, is

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

a classic design for newspaper work, particularly for headlines and classified advertising. The condensed versions increase the versatility of the typeface, particularly

Trade Gothic Bold 2

for setting headlines and subheads.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

Description adaped from Adobe Systems Incorporated.

Trade Gothic Light Oblique

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789

TYPOGRAPHIC TREATMENT AND USAGE Typographic Standards/Examples The Pica The most common unit of measurement used during the production of printed pieces for MSI is the pica. Like the point, the pica is one of the oldest units of typographic measurement dating to the first uses of metal type. Unlike inches or centimeters, the pica is easily divisible and noted without the need of fractions or long strings of decimal numerals. Please take the time to familiarize yourself with the pica — which is measured in whole numerals and partial quantities. One pica (P) is divided into 12 units (p): 1P equals 0p12 — the (p) functions somewhat like a decimal point in this way, dividing whole and partial amounts.The pica is also easily interchanged with the point. One point equals 1/12 of a pica or 0p1 (12 points equal 1P).

Conversion of picas Most layout programs support the pica as a standard unit of measurement.

PICA

POINT

INCH

However, Some application like Microsoft Word, use inches and points. Since picas

0p3

3 points

.042

0p6

6 points

.083

1p0

12 points

.167

1p6

18 points

.25

3p0

36 points

.5

4p6

54 points

.75

6p0

72 points

1.0

and points are based upon similar hand-type-setting conventions, it is fairly easy to translate between them. Inches are a more difficult conversion. On many of the standard templates we’ve provided later in this guide, we have also included conversion to inches.

Style Sheets: Headline, Subhead, Body and Chart Treatments Most every piece of MSI collateral is built on a strict list of typographic styles — or style sheets. The use of style sheets insures consistency within a single piece, as well as within collateral systems. There is no set list of styles at MSI —every piece is different with a myriad of hierarchy.

However, there is a commonality between all MSI typographic styles.

The Grid The typographic grid is a common tool for framing visual information on a 2-dimensional surface — either on a printed page or on screen, and its consistent use can lend a sense of uniformity among collateral. The layout of most every piece produced by MSI begins on a strict grid of some sort, and this structure is purposely visible in the design. Because of the wide variety of pieces produced by MSI, there is no standard grid. There are, however, commonalities in every grid structure.

The following page illustrates both a standard grid and common typographic style sheets.

3.0

MSI TYPOGRAPHY

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The Research

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Green _ A Visual Development Guide

A brand identity is how an organization wants their consumers to perceive their values.

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_ Old Logo The Green Party US logo in its current state is visually nice and friendly, but does poorly to reflect the values of their organization and how it intends to grow in the future. The old log is approachable, but unfortunately, also forgettable.

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The Research

Old Logo

– The old Green Party US is a grassroots national political party. Since 2006, however, they have failed to gain new membership and their poll numbers have dropped. It’s not that people don’t support their values, it’s that their brand is forgettable and could be extended into new areas of society.

Green _ A Visual Development Guide

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Old Logo

The Research

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Green _ A Visual Development Guide

The keywords became key phrases and the key phrases became camps.

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– Key Phrases and Camps Keywords are just the beginning to visualizing the new Green brand. We transformed them into more descriptive phrases to help with the exploration of a new logo.

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The Research

Key Phrases and Camps

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Starting with keywords were important in the initial establishment of mood.

However, the understanding of words leaves too much for interpretation. To develop a new identity, the keywords evolved into phrases, something more specific and more visually descriptive.

The phrases guided the camps of which the logo explorations progressed.

Green _ A Visual Development Guide

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Keyword

Natural Key Phrase

Leave it Green

The Research

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Key Phrases and Camps

Keyword

Grassroots Key Phrase

Green _ A Visual Development Guide

Resilience from the ground up

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Keyword

Integrated Key Phrase

Work Together

The Sketches

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Initial Exploration

Initial Exploration Sketch Refinements

Green _ A Visual Development Guide

Digitizing

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The Sketches

The Sketches

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Initial Exploration

Green _ A Visual Development Guide

Three key phrases provided a structure that gave way for a divergent exploration of logo sketches.

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_ Initial Exploration The key phrases helped with the development of the three camps. Camps are sketches that reflect the corresponding key phrase in some form, whether it’s a literal interpretation or a symbol derived from a story related to the key phrase.

Please note that a dynamic name adjustment occurred at this stage, thus many of the initial sketches were considering the name Green Up. The name eventually was settled at Green.

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The Sketches

Initial Exploration

– Camp 1

Green _ A Visual Development Guide

Resilience from the ground up Grassroots democracy and communitybased economics are a part of the 10 key values of the original Green Party US. Many of the sketches were inspired by activism and plants and creatures that are known for their resilience and being from the ground.

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This is a sketch of a pine tree, which are resilient trees that grow to be hundreds and sometimes even thousands of years old. It is drawn in an arrow to symbolize an growth from the ground up.

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The Sketches

Initial Exploration

– Camp 1 Some ideas here that developed from the key phrase include the weeds that grow from cracked pavement, rock-climbing, or animals that survive in adverse environments.

Green _ A Visual Development Guide

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The mushroom idea developed from the camp because the they are an resilient organism that always grows from organisms that seem to be dead or useless.

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The Sketches

Initial Exploration

– Camp 2

Green _ A Visual Development Guide

Leave it green Manifested through it’s core principle, the original Green Party US recognized that “the human community is an element of the Earth community, not the other way around. All human endeavors are situated within the dynamics of the biosphere. If we wish to have sustainable institutions and enterprises, they must fit well with the processes of the Earth.”

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The camp called for leaving something natural, so we sketched these natural resources, water and plants, in a visually cohesive and organic shape.

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The Sketches

Initial Exploration

– Camp 2 Some ideas here that developed from the key phrase include natural elements, Dr. Seuss characters, and photosynthesis.

Green _ A Visual Development Guide

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We were inspired by the biological function of photosynthesis. These sketches resemble chloroplasts that plants use to create sugars from light, water, and carbon dioxide.

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The Sketches

Initial Exploration

– Camp 3

Green _ A Visual Development Guide

Work together Community efforts and inclusivity are high regarded as a part of the original Green Party US. Sketches were inspired by the visual interpretation of Gestalt principles (and how the individual pieces make up the whole)), connections, teamwork, and the building blocks of plant life.

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The yarn and fibers in tapestry inspired this exploration of working together.

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The Sketches

Initial Exploration

– Camp 3 Some ideas here that developed from the key phrase include animals that work together, plant cells, and an old tale.

Green _ A Visual Development Guide

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Even unsuccessful ideas are important to be sketched out and explored. The donkey sketches came from an old tale of travelers where a donkey refused to help the mule and ended up having to the mule’s load and the mule on it’s back.

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The Sketches

Initial Exploration

– Wordmarks Logos come in many forms: graphics, symbols, wordmarks, or combination marks. Sketching letters rather than using existing fonts allows for the fluidity and freedom of hand motions.

Green _ A Visual Development Guide

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The terminals for this wordmark was inspired by the subtle curves of sprouts.

The Sketches

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Sketch Refinements

Green _ A Visual Development Guide

The next exploration was a convergent study, narrowing the three camps down to one.

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_ Sketch Refinements The most successful sketches in the first exploration showed that concepts from the “Work together� camp had the most potential.

From that, another distilled series of sketches is shown in the following pages.

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The Sketches

Sketch Refinements

– From the previous section, several sketches were selected that had good elements that were brought over to incorporate into this next step.

Components were drawn from the other camps.

Green _ A Visual Development Guide

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This sketch brought the natural elements together into a visually appealing circular shape into the letter “G�. The circular seal around it helped bring the elements together.

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The Sketches

Sketch Refinements

– Some older ideas were refined and new ideas were explored.

Green _ A Visual Development Guide

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Gestalt principles worked well for this symbol, bringing together elements to create the mark.

Digitizing

The Sketches

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Green _ A Visual Development Guide

The first step to digitizing is to create more sketches.

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_ Digitizing The saying “measure twice, cut once” applies to design, too. The fluidity, finesse, and fine tune abilities that a pencil and paper offers still far exceeds that of a computer.

The simplification in the name, reducing “Green Party US” to “Green” allows the brand to develop into more than political party, affecting more people and making more changes.

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The Sketches

Digitizing

– We took the more visually appealing sketches that had a good concept and refined them some more to bring into the digitizing stage.

Green _ A Visual Development Guide

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Plenty of negative spacing is important in a logo because in small print, ink sometimes spreads onto the material causing colors and shapes to blend.

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The Sketches

Digitizing

– Colors After the first round of digital sketches, a color exploration was conducted amongst the top three directions.

Green _ A Visual Development Guide

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Green _ A Visual Development Guide The Sketches

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Digitizing

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Green _ A Visual Development Guide The New Logo

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The New Logo

The New Logo Similar Logos

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The New Logo

The New Logo

The New Logo

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Green _ A Visual Development Guide

The brand logo is not the brand identity, but it does identify the brand.

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_ The New Logo After much research, concepting, explorations, sketching, and digitizing, the new logo serves to promote the new mission and help consumers recognize the new and improved Green.

The new logo maintains the friendly and approachable features of the old logo, while being true to the new mission statement. Its’ focus is on working together with all the components of the natural world.

Green _ A Visual Development Guide The New Logo

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The New Logo

New Logo (Black/White)

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New Logo (Color)

Similar Logos

Green _ A Visual Development Guide

The New Logo

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In this new age, we’re surrounded by the same influences, the same shapes, and same patterns.

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_ Similar Logos There are a plethora of marks and logos out in the world. Especially in this digital age where a good chunk of the design industry exists on the internet, it’s almost inevitable that designers will share inspirations and influences. And regardless of the process, many of the marks and logos will end up very similar. However, it’s important to recognize that as long as the logos are conceived independently of each other and work well with the organization it represents in the market that it is in, everything will be okay.

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The New Logo

Similar Logos

– Look-a-likes These logos were selected to compare with the new Green logo. They are similar in any one or more of the following aspects: shaped in the letter G, use of natural elements such as plants and water, segmentation, or circular in shape.

Green _ A Visual Development Guide

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Many of these marks come from organizations that have to do with renewable energy (such as this Green Power Renewable Energy logo) and sustainability, being eco-friendly or the idea of coming together to create a whole.

The New Logo

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In book 1, the Visual Strategy Guide, we did our research. We learned about the old Green Party US, it’s history, it’s core.

We looked into their competitors in multiple aspects and created new keywords that paved way for book 2, the Visual Development Guide.

_

Next up in book 3, the Visual Standards Guide, we will be introduced to the new identity and how the new brand will work. _

Green _ A Visual Development Guide

Lastly, we explore the future of this brand online at www.greenmovement.us.

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Resources

The New Logo

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Similar Logos

https://commons.wikimedia.org/ wiki/File:Windmill,_Gotland,_Sweden_ (6155701470).jpg

https://www.botanicare.com/ hydro-101/ http://www.felix-energy.com/ https://www.mint.com/ http://www.greenshieldcertified.org/ http://www.greenpoweremc.com/ http://pureleafnutrition.com/ https://www.sunlightsupply.com/ http://www.vodafone.com/ https://secure.moneygram.com/ https://www.beatsbydre.com/wireless/ https://www.patelco.org/ https://www.ge.com/ http://www.legionnairecomics.com/ cahy/the-energy-company-1591.php http://www.bluearthrenewables.com/ http://www.cbkpower.com/

Green _ A Visual Development Guide

https://www.prologis.com/ https://www.google.com/ http://www.vw.com/ https://www.pepsi.com/en-us/

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Fannie Ko GR 604 Nature of Identity AAU Fall 2017

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