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“Just play. Have fun. Enjoy the game.” 49
-Michael Jordan
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CON TEN TS/ 49
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BLOCKBUSTER LOGO rESEARCH 1.1
Introduction
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1.2
Former Identity
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1.3
Conceptual Research
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1.4
Three Directions
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DEVELOPMENT 2.1
Logo Development
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2.2
Chosen Direction
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2.3
Things are not working
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2.4
Similar Marks
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2.5
Digital Refinements
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New Logo 3.1
The New Logo
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3.2
Logomark
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3.3
Logotype
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01 LOGO RESEARCH 49
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BLOCKBUSTER LOGO RESEARCH
INTRODUCTION Blockbuster was an American-based provider of home movie and video game rental services through video rental shops, DVD- by-mail, streaming, video on demand, and cinema theater. At its peak in 2004, Blockbuster consisted of nearly 60,000 employees and over 9,000 stores. In the future, Blockbuster will encourage people having fun in a more active and a healthy way. Blockbuster will bring fun to home and also push people out of their rooms and seek the higher level of entertainment. Blockbuster will use future technology to make a fun living environment. Also, in the future, Blockbuster will encourage people to get out of their rooms to find fun in sports, art, and communication.
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//////// FORMER IDENTITY
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For building a better identity for the future Blockbuster, knowing the original design is important. The original logo of Blockbuster used blue rectangular and yellow words to make a strong impact. The shape of the formal logo looks like a movie ticket. The old logo clearly showed that Blockbuster is connected with movie. However, depend on the core of Blockbuster— have fun at home. It didn’t connect to the soul.
BLOCKBUSTER LOGO RESEARCH
1984–1996
1996–2014
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2014–present
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//////// CONCEPTUAL RESEARCH
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Most of Blockbuster’s old competitors use their name as their logos to keep reminding audience. In movie and television industries, brand logotype usually is serif typeface. Thinking of the concept of “having fun at home,” I have listed three keywords, which are fun, united, and dream. With each keyword, I did brainstorming to expand and visualize keywords. While doing logo research, I kept asking myself the following questions. Does the idea show fun? It’s the idea can be simply visualized?
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The concepts of “Fun At Home” gives me inspiration of “house.” How to show a “fun” “house” become my task. In the second sketch time, I was thinking of all the elements of “fun,” and tried to connect the idea with the shape of a house. Here are my three key phrases.
FUN Fun with friends
DREAM Magic come from the house
UNITE Connect with close one
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//////// LOGO DEVELOPMENT
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Sketch as much as possible is the next step, I just let out crazy ideas in my mind based on three key phrases. This is the first step of sketching, I can explore the idea of Fun at Home as far as I can.
UNITE Connect with close one
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FUN Fun with friends
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DREAM Magic come from the house
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CHOSEN DIRECTION
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After exploring different ideas, the strongest and most appropriate direction was “HOUSE WITH MAGIC“. From there, another round of sketches was made based on that only direction, This would allow discarding what it wasn’t working to develop refinements on what it could potentially become the final logo.
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THINGS ARE NOT WORKING As I get deeper into the idea of “house,” some ideas are not expected. These ideas seem to show a fun house turned into a dark side.
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//////// SIMILAR LOGOS
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To make sure the logo is fun. I’ve searched the related logos with house shape to get a better idea of how to simplify the form of the house and still to be euphoric and inspiring. Another problem I need to avoid is not making the logo looks like a real estate brand.
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//////// DIGITAL REFINEMENTS
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At this part, some ideas had been selected. Like the firework ideas, magic ideas, and the star ideas. How to make the house really fun is the ultimate goal.
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03 NEW LOGO 49
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THE NEW LOGO
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//////// LOGO MARK
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The top part of the logo inspired by “circus tent”. It’s known as fun and excitement. With three bright colors makes the logo looked more alive. When creating the logo, I used golden ratio as a based line to make it more visually stable.
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LOGOTYPE
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Verlag is the based typeface of the logotype. I used the same blue part in the logo to modified the “k“ , “t“ and “r“ to make it looks more friendly.
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“So many people try to grow up too fast, and it’s not fun! You should stay a kid as long as possible! “
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—Vanessa Hudgens
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Copyright Qianjun Wang All rights reserved Printed and bound in United States of America Design & Concept // Qianjun Wang Copy & Editing // Qianjun Wang Typefaces: Blender Pro This book was created as part of a project for Academy of Art university 79 New Montgomery Street, San Francisco, CA School of Graphic Design Nature of Identity // Fall 2016 Instructor // Hunter Wimmer
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