02 VISUAL DEVELOPMENT GUIDE
VISUAL DEVELOPMENT GUIDE
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Gourmet
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GOURMET VISUAL DEVELOPMENT GUIDE
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Gourmet
TABLE OF CONTENTS
Chapter 1
VISUAL ANALYSIS
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01-1 THE OLD MARK
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01-2 NEW CONCEPTS
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01-3 LOGO RESEARCH
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Chapter 2
IDENTITY DEVELOPMENT
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02-1 LOGO SKETCHES
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02-2 DIGITAL SKETCHES
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Gourmet
We’ve scanned the globe for th eats, including international re London restaurants, and top-n museum dining in the world’s a Where tasteful Plus: The colorful world of stree creations begin. the most expensive ingredients
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he greatest ecipes, otch art capitals. et food, and s on Earth
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VISUAL ANALYSIS THE OLD MARK NEW CONCEPTS LOGO RESEARCH
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01
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Gourmet
01-1
THE OLD MARK
To many subscribers, Gourmet Magazine was above all a “good read”, rather than something you propped up in the kitchen as an instructional recipe guide. Many felt that the best issues of Gourmet Magazine were always the summer ones, which would transport you by rapture to a sunny sidewalk cafe in Rome tossing crumbs to the little birds hopping by. The magazine was also often a work of art in itself, with its full page, glossy color “food porn” pictures and on location food shots set around the world, drenched in early evening white-burgundy hued sunlight. Each month’s cover would be eagerly anticipated. Gourmet took such pride in its covers that the subscriber and newsstand covers were often different. Gourmet magazine introduced the food of different countries cultures. Gourmet’s logo, like its cover, is exquisite.
What will be changed? The new Gourmet logo will inherit the exquisite style. Also we will add a new element “diversification” in our logo. Let people feel our brand soul through the logo.
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Gourmet
01-2
NEW CONCEPTS
The next step of visual development is researching and brainstorming. We intend to use “G� as a symbol to represent Gourmet in the future. We have done some research on the initial G logo design. From research, we find three main ideas that highlight our future direction and help us explore a new visual system that fits our soul and mission.
The Initial G
G
G G G G G G
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G Idea 01
Experience Idea 02
Three Ideas Concept
Element
Taste adventure Try the new things
Key On the way Open new culture Doorholder
Through food, mix culture
Mix different food Blender Food plants
Enjoy and share local food with others Touch history
Tableware, plate, Tray
Blending Idea 03
Tradition
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Gourmet
01-3
LOGO RESEARCH
Competitors’ Logos Most competitors in the gourmet filed have logo with food, wine and tableware. The competitors also like using the magazine name as their logo, just changing to a different typeface or creating their own typeface.
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Gourmet
Similar Logos Through logo research, we could see many different successful brand logo samples. Many logo designs are similar to ours, and we want to avoid this. Logo research shows too much food and tableware as elements that represent the gourmet. Could we break this rule?
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IDENTITY DEVELOPMENT LOGO SKETCHES DIGITAL SKETCHES
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Gourmet
02-1
LOGO SKETCHES
Idea 01
Experience
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The experience reflects the soul of Gourmet. Gourmet introduces different countries’ food, and it attracts people to go to different good restaurants to have a taste adventure. When people go to a new local restaurant, it is a new experience and also through the local food they are exposed to the culture. This experience is a key for people to open the new culture though food. I used the tongue, road sign and key to represent this concept.
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Idea 01
Experience
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Idea 01
Experience
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Idea 02
Blending
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The idea of blending comes from my blender. One morning, I used my blender to make a banana milk shake. When I hear the noise from my blender, I think that is kind of mix anything, mix culture, and mix food. I used a symbol of blender icon, bowl and spoon as a direction to develop some sketches. But, most sketches are too complicated and too much details.
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Idea 02
Blending
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Idea 03
Tradition
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Tradition follows the Gourmet’ spirit which is exquisite and cultural. People learn the history of this country through the traditional food. I used traditional hand drawing to rewrite the “gourmet”. I used different traditional food and condiment to represent it. When people share the local food together, people also learn about tradition from the food.
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Gourmet
Idea 03
Tradition
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Idea 03
Tradition
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02-2
DIGITAL SKETCHES
After trying many pencil sketches to explore ideas for our brand, we focused on the concept of the key word “experience�. We added the key element to combine with the initial G. However, at first, the key element and the initial G were hard to make them perfect together. We could see the key was too long, and some initial G typeface is too similar as condiment. I were tried many different typefaces and developed many different key styles.
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Door holder +
G
Key
G
+
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Key
Idea 01
Idea 02
Idea 03
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G G
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SOURCES CHAPTER 1 http://www.actcm.edu/wp-content/uploads/2015/02/herbalmedicine.jpg https://pbs.twimg.com/profile_images/570658582480175104/ NmSJJ3vy.jpeg http://www.haciendasisal.com/images/slider/platillos.jpg
CHAPTER 2 http://images.marmitoncdn.org/pixcontent/e18d3163-432e-4525bd8e-48b4961ecefe/6bf1d2d5-49d1-422c-9ed7-fb4cabb5de5f/ shutterstock_428311693.jpg http://travelaway.me/wp-content/uploads/2016/06/italiancicchetti.jpg
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Copyright
2016 Fei Peng
Faye0315@gmail.com
This book is non-commercial project for education purposes and is not intented to represent the Gourmet brand. Design / Fei Peng Class / Nature of Identity Professor / Hunter Wimmer
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