2 Marks of Identity Uniport Modulightor Designed & written By Gabrielle Dutz Corporate Design Fall 2010 Parsons: The New School for Design
2 Marks of Identity Uniport Modulightor Designed and written By Gabrielle Dutz
TABLE OF CONTENTS • About this book 3
ABOUT THIS BOOK
• Uniport International Relocations Corporation - Symbol
5
- Typography & Color
6
- Applications: * Business Card * Letterhead * Personal letterhead for the President * Envelope * Truck
7 8 9 10 11 12
• Modulightor - Logotype 14 - Typography & Color 15 - Applications 16 * Business Card 17 * Letterhead 18 * Personal letterhead for the President 19 * Envelope 20 * Memo form 21 * Fax form 22 * Poster 23 * Packages 24-26
This book is an exploration of the creation and rebranding of corporate entities graphically. In going through the process of creating a visual image for a company, one learns how to carefully craft and design a crucial message for an audience and in doing so simultaneously develops skills to create a signature voice for oneself, an imperative tool for success.
• Production Notes 27
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UNIPORT UNIPORT
SYMBOL
BACKGROUND
UNIPORT INTERNATIONAL RELOCATIONS CORPORATION In developing this symbol for Uniport, factors that were considered in the design process included the transition
Uniport is a full service international
that one actually makes when
transportation company that needs to
UNIPORT
moving and the “order-chaos-
establish a big company image.
order” shift that takes place in one’s life. Also, a key factor in
The company moves individuals and
this symbol’s design was the
companies locally, within your state,
stressing of Uniport’s efficiency
across the country or around the world.
and systematic precision
It’s headquarters is in New York City with
in their operations which lead
main offices in London, Paris, Berlin,
to the use of cube shapes that
Hong Kong, and Tokyo.
UNIPORT
externally represent moving boxes but metaphorically represents uniformity and order.
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UNIPORT TYPOGRAPHY & COLOR
The typographic choice of
UNIPORT CMYK 0 0 0 100% RGB 39 37 37 PANTONE BLACK 2 PC
CMYK 0 0 0 40% RGB 153 153 153 PANTONE PURITAN GRAY 15-4702 TCX
Garamond (a 16th century serif type created for French royalty) was made because it is a very bold and classic typeface that represents classicism and dependability, two qualities that exemplify Uniport. Uniport is literally responsible for people’s lives so
CMYK 0 0 0 10% RGB 230 230 230 PANTONE VAPOROUS GRAY 12-4302 TPX
APPLICATIONS
the strength of this typeface shows the durability of the company’s services. The three gray colors were chosen to
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
express movement and functionality.
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UNIPORT
UNIPORT
BUSINESS
CORPORATE
CARD
LETTERHEAD
Leland Barnum President Email: lbarnum@uniport.com
UNIPORT
UNIPORT www.uniport.com Email: sales@uniport.com Uniport International Relocations Corp. 86 Trinity Place New York NY 10006
Uniport International Relocations Corp. 86 Trinity Place New York NY 10006
Tu e s d ay D e c e m b e r 1 4 , 2 0 1 0
Tel: 1 (212) 206 5030 Fax: 1 (212) 206 5031
Gabrielle Dutz Student Parsons: T he New School for Design 318 East 15th Street N e w Yo r k , N Y 1 0 0 0 3
Tel: 1 (212) 206 5030 Fax: 1 (212) 206 5031
D e a r M s. D u t z This letter demonstrates the solid block typewriting for mat which has been adopted as a standard for all corresondence i s s u e d by U n i p o r t I n t e r n a t i o n a l Re l o c a t i o n s C o r p. The left margin is indicated by a gray printed dot. The first letter of the date covers the dot and sets the allignment f o r t h e m a r g i n o f t h e e n t i r e l e t t e r. T he inside address is single spaced two lines below the date. The salutation is single spaced below the folding line printed o n t h e r i g h t e d g e o f t h e p a p e r.
For Uniport’s business card, a design system was developed around 2 principles: right
The body of the letter is double spaced below the salutation. Parag raphs are single spaced and double spacing is used between p a r a g r a p h s w i t h n o i d e n t a t i o n s.
UNIPORT For Uniport’s corporate
justification which gives the
letterhead, the right justification
information a strong stylistic
design system continues to be
influence (while maintaining
implemented, as the bundles of
visual clarity) and grouping
C o r d i a l l y,
Leland Barnum President
information are placed directly
bundles of information based
under the symbol. To express
around a hierarchy of pertinent
and maintain Uniport’s functional
information. This accounts for the
and reliant qualities, the type
president’s name being the only
treatment of the company’s
thing in bold which is followed by
office documents were created
a logical grouping of title and
with this performance-based ideal
contact information , which is
in mind. A somber uniformity is
then succeeded by the other necessary information.
The complimentar y close is double-spaced below the last p a r a g r a p h o f t h e l e t t e r . L e a v e f o u r s p a c e s f o r t h e s e n d e r ’s s i g n a t u r e ; t h e s e n d e r ’s n a m e a n d t i t l e , s o i n c l u d i n g t h e a u t h o r ’s title should not be typed in the signature block on personalized letterheads
maintained to show Uniport’s
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fuctional proficiency.
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UNIPORT
UNIPORT
PERSONAL LETTERHEAD FROM THE PRESIDENT
ENVELOPE
UNIPORT Leland Barnum President Email: lbarnum@uniport.com Uniport International Relocations Corp. 86 Trinity Place New York NY 10006
Tu e s d ay D e c e m b e r 1 4 , 2 0 1 0
UNIPORT
Tel: 1 (212) 206 5030 Fax: 1 (212) 206 5031
Uniport International Relocations Corp. 86 Trinity Place New York NY 10006
Gabrielle Dutz Student Parsons: T he New School for Design 318 East 15th Street N e w Yo r k , N Y 1 0 0 0 3
D e a r M s. D u t z This letter demonstrates the solid block typewriting for mat which has been adopted as a standard for all corresondence i s s u e d by U n i p o r t I n t e r n a t i o n a l Re l o c a t i o n s C o r p.
For Uniport’s personal letterhead from the president, an extremely similar format was implemented to the corporate letterhead. The only difference being that the president’s name, Leland Barnum’s (much in the same manor as the business card),
The left margin is indicated by a gray printed dot. The first letter of the date covers the dot and sets the allignment f o r t h e m a r g i n o f t h e e n t i r e l e t t e r.
For Uniport’s envelope design,
T he inside address is single spaced two lines below the date.
the device of a simple black
The salutation is single spaced below the folding line printed o n t h e r i g h t e d g e o f t h e p a p e r.
stripe was employed to show
The body of the letter is double spaced below the salutation. Parag raphs are single spaced and double spacing is used between p a r a g r a p h s w i t h n o i d e n t a t i o n s.
that stylistic, minute details are
The complimentar y close is double-spaced below the last p a r a g r a p h o f t h e l e t t e r . L e a v e f o u r s p a c e s f o r t h e s e n d e r ’s s i g n a t u r e ; t h e s e n d e r ’s n a m e a n d t i t l e , s o i n c l u d i n g t h e a u t h o r ’s title should not be typed in the signature block on personalized letterheads
important and to add an element of interest to an often seen and potentially mundane
C o r d i a l l y,
document . The visual voice here
Leland Barnum President
is placed directly under the
is simple but strong, as this
symbol showing the importance
document is, in all likelihood, one
of the information. The grouping
of the most frequently viewed by
of information has a relationship
people in and out of the
to the body of the letter but does
company, thus making it a
not overpower it.
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necessary statement.
11
UNIPORT MODULIGHTOR
TRUCK
BACKGROUND
MODULIGHTOR CUSTOMIZED MODERN LIGHTING
Uniport International Relocations Corp.
UNIPORT
Le Corbusier created the architectural For Uniport’s large truck design, the
“Modular” concept, a proportional
system that was employed in the
vocabulary that responds to the human scale.
business card, letterheads, and envelope were intentionally
In the seventies Paul Rudolph, the great modernist
abandoned for the visual clarity
architect-amiss of choices from the lighting industry-was
and simplicity that one line of
a formative force for Modulightor: He thought of a
type can bring. The people that
correlating concept in lighting: A source that would be
will be looking at this design the
able to create lighting solutions that are corresponding
most is motorists, who are
to situation specific requirements in terms of design,
preoccupied and have a small
amount of light, dimensions, proportions, finishes etc..
window to receive a message. Thus, the best way to approach this is the symbol and type in it’s purest form.
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MODULIGHTOR
MODULIGHTOR
TYPOGRAPHY & COLOR
LOGOTYPE
CMYK 0 0 100% 0 RGB 255 242 45 PANTONE YELLOW HC
MODULIGHTOR The typographic choice of Futura (a sans serif typeface based on geometric shapes In devising the symbol for
and inspired by the Bauhaus)
Modulightor, the most critical
was chosen to create
factor when designing this
Modulightor’s logotype for it’s
logotype was the fact that it was
clean lines and clarity. The two
a fully established company that
different shades of yellow are a
has been in existence for many
MODULIGHTOR
subtle play on graphic
years. Thus, its new identity should
representations of light.
not be too flamboyant or radical
Simultaneously, these juxtaposition
because they are a very distinct
of colors are a smooth and
company with a fully developed
pleasing transition to arrive at the
signature. Thus, the logotype
word ‘light’ within the logo,
should be created according to
helping new viewers get an
their voice and their message of
important sense of what
chic design.
CMYK 0 0 42 0% RGB 255 248 172 PANTONE TRANSPARENT YELLOW 11-0617 TCX
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Modulightor is about.
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
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MODULIGHTOR BUSINESS MODULIGHTOR
CARD
MODULIGHTOR Ernst Wagner President ernst@modulightor.com
Modulightor Inc. Customized Modern Lighting
246 East 58th Street New York NY 10022 Tel: 1 (212) 371 0336 Ext.15 Fax: 1 (212) 371 0335 Cell: 1 (917) 498 5827
Modulightor.com
For Modulightor’s business card, emphasis was placed on
MODULIGHTOR Customized Modern Lighting
creating a system around the
Showroom hours: 9am-5:30pm Monday-Friday
‘light’ portion of the Modulightor
246 East 58th Street New York, NY 10022
logotype. Set against a gray
“...it ʼs as if the walls are caressing you with their light.” -Paul Rudolph
background to heighten the yellow coloration, Modulightor’s pertinent information was
APPLICATIONS
grouped and created under the bright yellow accent, with the president’s name being dramatically left justified to make the most important piece of information clearly and distinctly
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stand alone and be separate..
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MODULIGHTOR
MODULIGHTOR
CORPORATE
PERSONAL LETTERHEAD FROM THE PRESIDENT
LETTERHEAD
MODULIGHTOR
Mo dulig ht o r Inc. Cust o miz e d Mo de r n Lig ht ing
246 Ea st 58t h S tree t N ew Yor k NY 10022
Te l: 1 ( 212) 371 0336 Fax: 2 ( 212) 371 0335
Em a il: sa les@m od uligh t or.com w ww.m od uligh t or.com
MODULIGHTOR
Ms. Gabrielle Dutz Student Parsons: The New School for Design 318 East 15th Street New York, NY 10003
making linear formations in grouping the information, allowing the logo to serve it’s purpose of corporate identification. All the
Dear Ms. Dutz, This letter demonstrates the solid block typewriting format which has been adopted as a standard for all correspondence issued by Modulightor Inc.
The left margin is indicated by a gray printed dot. The first letter of the date covers the dot and sets the alignment for the margin of the entire letter. The inside address is single spaced two lines below the date.
For Modulightor’s personal
The salutation is single spaced below the folding line printed on the right edge of the paper. The body of the letter is double spaced below the salutation. Paragraphs are single spaced and double spacing is used between paragraphs with no indentations.
same system was employed as
The complimentary close is double-spaced below the last paragraph of the letter. Leave four spaces for the senderʼs signature; the senderʼs name and title are entered in two single-spaced lines. Please note that personalized letterheads already bear the senderʼs name and title, so including the authorʼs title should not be typed in the signature block on personalized letterheads.
the corporate letterhead. The only exception is the inclusion of the president’s information. When
Cordially,
considering its placement, the Ernst Wagner
The salutation is single spaced below the folding line printed on the right edge of the paper. The body of the letter is double spaced below the salutation. Paragraphs are single spaced and double spacing is used between paragraphs with no indentations. The complimentary close is double-spaced below the last paragraph of the letter. Leave four spaces for the senderʼs signature; the senderʼs name and title are entered in two single-spaced lines. Please note that personalized letterheads already bear the senderʼs name and title, so including the authorʼs title should not be typed in the signature block on personalized letterheads. Cordially,
deciding factor was the recipient’s
way that shows hierarchy and
immediate awareness of who the
does not compete for attention,
sender is and their role in the company.
allowing the body and the
This was achieved with alignment
necessary information to be the
placed directly above the body
focus and nothing else that could
copy, which appears to be
have the potential to be distracting.
The left margin is indicated by a gray printed dot. The first letter of the date covers the dot and sets the alignment for the margin of the entire letter. The inside address is single spaced two lines below the date.
letterhead from the president, the
pertinent information is intentionally placed next to the logo but in a
Email: sales@modulight or.com www.modulight or.com
Ms. Gabrielle Dutz Student Parsons: The New School for Design 318 East 15th Street New York, NY 10003
This letter demonstrates the solid block typewriting format which has been adopted as a standard for all correspondence issued by Modulightor Inc.
that was designed centered on
Tel: 1 (212) 371 0336 Fax: 2 (212) 371 0335
Tuesday December 14, 2010
Dear Ms. Dutz,
letterhead , the information system
246 East 58t h S tree t N ew Yor k NY 10022
Er nst Wagner President er nst@modulight or.com
Tuesday December 14, 2010
For Modulightor’s corporate
Modulight or Inc. Cust omized Moder n Lighting
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effective.
Ernst Wagner
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MODULIGHTOR MODULIGHTOR
MEMO
ENVELOPE
FORM
MODULIGHTOR
MODULIGHTOR
Memo
Modulight or Inc. Cust omized Moder n Lighting 246 East 58t h S tree t N ew Yor k NY 10022
For Modulightor’s envelope, the same type treatment created for the letterhead is used in the envelope. As pleasing as the yellow
In developing the Modulightor memo
is, it is not sufficient for something as
form, the main concept of differing
formal and widely used as an
shades of gray was introduced.
envelope; thus, using the yellow as a
Because memos are typically
device could potentially threaten
interoffice documents, more liberties
the reader’s legibility, defeating the
could be taken with the coloration.
purpose of creating corporate
The same information system is
documents. Thus, the black type
employed; simultaneously, the
Modulight or Inc. Cust omized Moder n Lighting
246 East 58t h S tree t N ew Yor k NY 10022
clearly defines the necessary
differing shades of gray bring out
Tel: 1 (212) 371 0336 Fax: 2 (212) 371 0335
Email: sales@modulight or.com www.modulight or.com
information and coexists nicely
and heighten the yellow colors of the
with the logotype.
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logo.
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TO
R
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POSTER
O
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H
R
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Comments:
R G LI
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to industry peers loomed heavy in the
In developing the Modulightor fax
employed in the creation of the
O
Em ai l : sal es@ m odul i ght or.com w w w. m odul i g ht or. c om
M
Tel : 1 ( 212) 371 0336 Fax : 2 ( 212) 371 0335
design choices. Playing with angles, the point of light developed out of
Modulight or Inc. Cust omized Moder n Lighting
type, much in the same way that the
design of the fax form. However,
logo is a play on what graphically
246 East 58t h S tree t N ew Yor k NY 10022
dut to functionality reasons, the fax
comes to mind when one thinks of
www.Modulight or.com
form is viewed in black and white,
light and sun. By featuring the word
an intriguing litmus test of the
‘illuminate’, the poster maintains the
logotype. Even with the absence
company’s classic modernism
of its vibrant yellow color, the mark
aesthetic by being minimal in its
still proves to be successful and
elements but thoughtful in its
functional.
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creation.
MODULIGHTOR
R TO H G LI
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memo form were used in the
TO R
246 East 58t h S t ree t N ew Yor k N Y 10022
AT
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it’s purpose of marketing and display
LI G H TO R M O D U
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In creating the Modulightor poster,
IN
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LI G H TO R M O D U
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Fax Number:
Modul i g ht or Inc . Cust om i zed Moder n L i g ht i ng
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To:
LI G H TO R M O D U
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Number of pages including this page:
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U LLIG I G HTO R MO DU LIG HTO R MO DU MO R HTO LIG DU MO R HTO LIG DU MO R H MO DU LIG HTO TO R M O D U LI G H TO R M O D U LI G H TO
Date:
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MODULIGHTOR
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MODULIGHTOR PACKAGING
MODULIGHTOR
MODULIGHTOR
S P OT
PACKAGING
MODULIGHTOR
FLOOD
Modulightor’s packaging is a crucial piece of communication and branding, as the entire basis of the operation relies on the products they are selling; www.modulight or.com
246 East 58t h S tree t N ew Yor k NY 10022
Modulight or Inc. Cust omized Moder n Lighting
246 East 58t h S tree t N ew Yor k NY 10022
create a compulsory part of a spatial
www.modulight or.com
realm and go above and beyond to
Modulight or Inc. Cust omized Moder n Lighting
products that far exceed their physical
experience. With that in mind, the packages are metaphorical: abstract representation of what lies beneath, the experience, which is much more valuable.
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TA S K
NOTES
This book was created using the following programs: ADOBE ILLUSTRATOR (Creative Suite 5) ADOBE IN DESIGN (Creative Suite 5) Modulight or Inc. Cust omized Moder n Lighting
246 East 58t h S tree t N ew Yor k NY 10022
PACKAGING
PRODUCTION
www.modulight or.com
MODULIGHTOR
MODULIGHTOR
The type used throughout the entirety of the book is Century Gothic and the thematic color employed is CMYK Cyan (C=100 M=0 Y=0 K=0)
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