CONTENTS CONCEPTUALIZING 2
TOPIC SELECTION
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CONCEPT EXPLORATION
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BRAND DEVELOPMENT
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SWOTS
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PERSONAS
IDENTIFY FORMATING 16
MOODBOARD
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TYPEFACE & COLOR
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COMPETITION
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LOGO VARIATIONS
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FINAL LOGO
DELIVERABLES DEVELOPMENT 30
POSTERS
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VR APPLICATION
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CAMPING TOURS
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SUBSCRIPTION BOX
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CONCEPTUALIZING
TOPIC SELECTION After identifying what kind of problems can be solved through the design process, I came up with the following ideas:
01 // PARENTS’ MIS TA KE S 02 / / S OCIET Y ANG E R 03 // HONES T PROD U C T D E S IG N 04 / / B IOLOGICAL C LO C K 05 / / SPAC E TRAVE L
I CH OSE T HE SPAC E TR AV EL The space travel topic has romantic qualities and touches problems in the human society. It is a big field for thoughts. Humanity lives on the planet Earth and at the same time can not move further. Space travel would show us many new possibilities.
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CONCEPT EXPLORATION // BRAINSTORMING WALL
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The brainstorming wall push me to have three different ideas from the space travel topic.
01 / / VO LU N TE E R IN G The first idea that popped up is volunteering. To push space travel development we need more people who are interested and ready to spend their own time helping the development process. 02 / / MOV IN G Next is the idea about spreading the human nation on other planets. There are many possibilities that other planets have suitable atmospheres for human life. Meaning there could be a way to make the earth lighter. 03 / / SPAC E E XPLO R ATIO N As I was thinking of realistic interests and came up with space exploration. A lot of people do not realize how the space exploration is important for the technology process. The idea is to make participants feel like a part of the exploration program.
I C HO SE THE SPAC E E XPLO R ATIO N There is not enough interest in space. That fact slows down the progress. Space exploration pushes technology development. There are a lot of discoveries through the space exploration programs. This topic can encourage people to study science and invest money in discovering more.
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CONCEPTUALIZING
BRAND DEVELOPMENT In this section I was brainstorming the name for the brand. I wrote down couple of names for the each group. After that I chose a couple and thought of which one is most interesting, modern, and goes with the brand’s idea. There are the founder, descriptive, fabricated, metaphor, acronym, magic spell and combinations categories.
FO UNDE R:
ACRON YM:
ANTON&CO
ST // SPACE TRAVEL SOI // SEARCH OF INSPIRATION NL // NEW LAND SB // SPACE BUTTERFLY SC // SPACE CRUSE
ANTON GAMMERSHMIDT ANTGAMM DES C RIPTIVE : SPACE INFO NEXT FUTURE ASTRO UP FABRIC AT E D: SPROT MOLOTOVANT STARISH
MAG I C SP EL L : EKSPLR CRYSTL CSPACE COMBI N ATI ON S: SPACE BUS GO UP EMPTY NEST
METAPHOR: CHAS FSH VVERH AZZA AERH
I chose this name because it sounds unique and airy. The pronunciation has some abstract feeling related to the space.
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CONCEPTUALIZING
SWOTS S TRENGT HS The strength of the brand is that more and more people are interested in science nowadays. By providing interesting and useful information it would be easy to attract new participants. WEA KNE SSE S The weakness is that a lot of people do not realize that space exploration is very important. Most think that we need to learn how to live on Earth first, before exploring space. O P P ORT UNIT IE S Space is not explored well and there is an opportunity for AERH to explore it’s dark corners. Discoveries hold opportunity to be declared by the explorer. THRE AT S There is always a part of society that does not appreciate space exploration and tries to slow down the progress. There is always a reason not to do it instead of doing it right now.
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CONCEPTUALIZING
PERSONAS I have found three personas who could be interested in the AERH brand. All of the personas have something in common that unites them. It is the nurse, student and IT manager.
JULIA AGE : 26 STATU S: Single N U R SE
Julia is a young nurse with an aspiration for gaining knowledge. Her interests are not only in human body exploration, but also in the space. She knows that space exploration reflects in the advancement of medical equipment. Julia is dreaming to know what is beyond.
—Hopes to meet her love one day —Rents a studio in Downtown —After graduation Julia goes on Euro trip —She is an only child —Moved from her family at the age of 19
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CONCEPTUALIZING
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DAVID
JEREMY
AG E : 22 S TATUS: Single S TUDE NT
AGE : 32 STATU S: Married IT MA N AGE R
David was born in Prague and moved to the US two years ago for math bachelor degree. He finds his move to another country as a challenging experience. Since childhood David, as well as his parents, have been interested in space.
—His father is a life long math teacher at an elementary school in Prague —David’s first toy was a telescope —His favorite types of PC games where strategy and exploration —He is a big fan of the Star Wars series.
Jeremy is a young father who spends all of his time at work and with his family. Because of his child he spends most of the time at work to pay the bills. Jeremy had a dream when he was young to become an astronaut and since then has found everything related to the space attractive.
—On the first paycheck Jeremy bought his first computer — Loves handcrafting —Hopes to travel around the world one day — Spends a lot of the time with his family
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IDENTIFY FORMATING
MOODBOARD In the moodboard I have collected pictures that I have found in the internet. They reflect the abstract feeling of the space travel topic. All of them are clean in terms of the content and colors usage. There are two examples of the typography usage. Both of them made with sans serif typefaces. Half of the moodboard has the feeling of the movement and another part shows different uses of the negative space.
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IDENTIFY FORMATING
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T YPEFACE & COLOR T YP EFAC E : Brandon Grotesque HEADING: 30pt // 200 tracking S UBHE ADING: 18pt // 200 tracking BO DY: 8pt // 50 tracking The typeface that I am using in this project is Brandon Grotesque. I chose a sans serif typeface because it’s geometric forms are very clear and have a modern feeling. I am using big tracking for headings because at abstract level it associates with free space.
EX AMPLE :
HEADING SUBHEADING Mercury and Venus are the only two planets in our solar system that do not have any moons.
C: 0 M: 0 Y: 0 K:0
C: 71 M: 65 Y: 64 K:72
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IDENTIFY FORMATING
KEYWORDS:
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COMPETITION
Keywords help to shape the brand and the overall vision. EX P LORATION KN OWLE DGE EX P ERIE NC E
Spacefrontier NASA ’s vision: We reach for new heights and reveal the un-
known for the benefit of humankind.
Space foundation
Paragon
The International Space Development Conference is for everyone interested in or involved in all things about Space including Space Exploration, Moon Settlement, Mars Exploration and Settlement, Living in Space, New Discoveries and Innovative Technologies.
RAL Space SpaceX designs, manufactures and launches advanced rockets and spacecraft. The company was founded in 2002 to revolutionize space technology, with the ultimate goal of enabling people to live on other planets. Spacehabs
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LOGO VARIATIONS
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LOGO DEVELOPMENT
LOGOTYPE DEVELOPMENT
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IDENTIFY FORMATING
FINAL LOGO The final logo has a feeling of movement and because of it’s structure reminds of a rocket. The first letter of the logotype complements the movement throughout. Geometric shaped letters have a lot of air between them and their composition should work well because of its negative space. There are two variations of this logo in terms of color—it is black on white or white on black. Playing with contrasts give a dimensional feeling to the space. The logo should not be rotated, it’s solid position reflects a confidence and accuracy.
BLACK ON WHITE
WHITE ON BLACK
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DELIVERABLES DEVELOPMENT 01 / / POS TERS 02 // VR AP PLICAT IO N 03 / / ENVIRONMEN T 04 // S UB S CRIPTION BOX
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DELIVERABLES DEVELOPMENT
01 // POSTERS I have found that to create an exciting feeling of space I need to play with the contrast in terms of hierarchy. It is supporting the sense of something big and unexplored. Dark background, graphic elements, sans serif typeface and the imagery created the right mood for the series.
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DELIVERABLES DEVELOPMENT
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PO STE R: Venus PL AC E : Exploratorium, San Francisco, CA THE PO STE R BR IE F: There is a good usage of negative space that supports the scales and shape contrast. Those key points are making composition more strong in terms of grabbing attention and engaging the viewer’s eye. The waving graphic elements that wrap the planet create a feeling of dimension. THE E N V IR O N ME N T BR IE F: The place to put this poster was chosen because of it’s audience and variety of tourists that are walking around the piers. The Exploratorium is a museum with an ongoing exploration of science, art and human perception. That is why I consider that most of the viewers would be interested in the space exploration topic.
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DELIVERABLES DEVELOPMENT
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PO STE R: Longest Space Flights PL AC E : Bart station, San Francisco, CA THE PO STE R BR IE F: The poster demonstrates the longest human space flights. It has a graph with nine names and curves attached to each of them. Each curve shows the number of days that an astronaut was in space. There is a link to the website for more information. The composition has a feeling of movement that supports the idea of space flights, while the Earth represents the human. THE E N V IR O N ME N T BR IE F: The Bart station is perfect for presenting the movement that supports the poster’s composition. The train moves in the direction of the graph illustrated on the poster. There are a lot of people going through the station every day that makes the poster more viewable.
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DELIVERABLES DEVELOPMENT
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PO STE R: How Far PL AC E : Griffith Observatory, Los Angeles, CA THE PO STE R BR IE F: The third poster is using graphic elements and a lot of dark negative space to support the feeling of being in the astronaut’s suite. It questions the viewer to make him or her have a deep thought. The answer is linked to a website right under the question. THE E N V IR O N ME N T BR IE F: The poster is placed in the Griffith Observatory. There are a lot of visitors who can be potentially interested in space travel. The place itself is very closely related to AERH ’s mission.
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DELIVERABLES DEVELOPMENT
02 // VR APPLICATION SPACE TRAVEL
The main idea of creating the VR application is to make users feel involved in space exploration. Registered users can participate in real life space explorations by donating money. The reason for donating is that all newly explored places would appear in the application for everyone who has the app. The second idea is to have statistics that would provide useful information to be used by developers aimed at keeping users engaged in the process of space traveling. What part of space is the most popular and which is less? By answering these questions the application can be improved to attract more users.
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DELIVERABLES DEVELOPMENT
IPHONE INTERFACE
VR Headset
Icon
Google Cardboard
Home screen
App-store
Registration screen
After the registration, by flipping the mobile device you activate virtual reality mode. Next step is to put the device in the VR glasses.
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DELIVERABLES DEVELOPMENT
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GEOCACHING One of the features is a geocaching. Geocaching is a real-space hunting game. Participants navigate to a specific set of coordinates and then attempt to find the geocache hidden at that location. By collecting the points user can exchange them for a ticket on the Campus Tours.
The distance to the point
First view
Location of the points
After navigating on any of the marks the icon would appear with the general information about the planet.
There are marks on different planets while traveling in space. The user can land on any of them to collect points and explore the environment.
Parameters
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DELIVERABLES DEVELOPMENT
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EXPLORING Flying around the space user can land on different planets and enjoy it’s landscapes. There are different events that happen randomly while space traveling. It can range anywhere from supernovas, sunrises or a comet. Once landed on a planet—the basic information about the planet appears.
Welcome screen
The landscape
While exploring user can enjoy random space events such as supernova.
Real time changing environment.
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DELIVERABLES DEVELOPMENT
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CHAT TING User can meet other participants while space exploring and chat with them. There would be many people from different countries. With the chat system user can share his or her findings and meet new friends.
User’s name
Dialogue box
Another user
Dialogue box
Another user
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03 // CAMPING TOURS SCIENCE NIGHT
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SIDE VIEW FLOORPLAN
Glass roof
Exit
Hall
Backyard
Terrace
Entrance
Registration desk
The idea behind creating a camping tour for the second deliverable is to make an interesting and friendly environment for participants. The building itself is placed far from the city for a clear starry sky and has a clear glass roof to enjoy the panoramic view. It is equipped with professional equipment to observe space. There are astronauts and scientist speakers. Guests can make new friends all sharing a similar interest.
The building has two floors. There are terrace and hall on the second floor and registration desk on the first.
Stairs
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DELIVERABLES DEVELOPMENT
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HALL INTERIOR Hall // View 01
Hall // View 02
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DELIVERABLES DEVELOPMENT
REGISTRATION DESK
BROCHURE
—Clean and simple design
The brochure would provide the information about
—Soft light
the current and upcoming events on campus.
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DELIVERABLES DEVELOPMENT
04 // SUBSCRIPTION BOX
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DELIVERABLES DEVELOPMENT
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T Y P E : Box
Brochure
M AT E R IA L: Aluminum, plastic D IM E NS IO NS : 10x10x20 Movie
D E S C R IP T IO N: The box contains a movie related to the space. It contains transcription of the most interesting and scientific facts from the media. To enrich and add to the user’s experience, each box includes an experimental kit related to the movie. E X A M P LE : The Martian box. There is an AERH edition of the Martian movie, a growing kit with soil and fertilizer inside, selected organic potatoes and a brochure with a manual for growing potatoes in extreme environment.
Growing Kit
Organic potatoes
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DIFFERENT SERIES OF BOXES
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CONCLUSION With a lack of interest in space travel the brand helps organize those who want to make a push further than Earths atmosphere. By creating these posters and deliverables I hope to spark interest within the space community. The posters would make people wonder about space’s mysteries and motivate them to dive deeper in their space education. The deliverables would give people a unique way to experience how to apply their education. Lastly this brand would create a social environment for all people interested in space.
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PICTURE CREDITS Pictures for the posters were made by: Ant on Gammer shmid t The other images were taken from: na sa .gov