Brand Book
Table of Contents History 3 Creative Brief 7 Summary 8 Demographics 9
Creative Development 11 Industry 12 Moods 14 Logo 16 Representation 18 New Media 20
Creative Standards 23 The Logo Icon 24 Logo Usage 26 Color Pallette 29 Typography 30 Symbols 31 Media Images 32 Voice 33 Ad Media 34
Solutions 37 Website 38 New Media 40 Stationery 42 CD Files 44
Table of Contents 3
H
istory
H
idden away in protected rock shelters above the Lower Pecos River are prehistoric remains of an ancient culture of primitive people who occupied caves and began painting around 3500 - 3000 B.C., mysteriously vanishing around 1000 A.D. The images they created with mixtures of mineral pigments, charcoal, and possibly blood and animal fat suggest an interesting connection with the sacred ceremonies of these early tribesmen. Animals and other intriguing forms with and without faces, believed to have been the artwork of shamans, embellish the cave walls in stunning and mystical silence. Personally discovering these ancient painted icons while canoeing down the Lower Pecos in 1979, Bill Worrell was immediately inspired by the awesome beauty of this Southwest heritage archive. For Worrell, a former university professor of art, this discovery was powerful and an experience that would forever change the direction and style of his work. Addressing the subject matter from an aesthetic perspective, he intends that his creations are interpretations of the ancient pictographs rather than a documentation of their historical value. “I have my own intuitions and notions about the art of these ancients. For me, understanding it is a spiritual experience, a spiritual exercise. It is not unlike getting a musical instrument in tune� (Worrell, 2005).
History 5
6 History
Worrell clearly states, “The work is not an attempt to document this cave, cliff, and ancient rock art. The intention has been to represent it on canvas, in silver, and in bronze. The original paintings are [fine art] representations. The bronze sculptures are interpretations [of pictographs] in a three dimensional medium” (Worrell, 2003). Bill Worrell has developed a unique style of sculpture that captivates the viewer upon first glance. Using the “lost wax” method of casting, Worrell first sculpts the mystical ancients in wax and then creates a bronze ready mold from silica. Dramatic contrasts are developed by the application of chemicals that produce colorful patinas alongside highly polished areas of bronze and a mixture of metals. This is a process that Worrell insists on doing himself, considering his unique patinas as continuations of his paintings (Worrell, 2005).
“I have had a life long love affair with the Land which
has compelled me to draw it, paint it, sculpt it, to reshape
its substances into vessels and microcosmic portraits of the land itself
” -Bill Worrell
History 7
8 Creative Brief
C
reative Brief T
he brand shall be named “Worrell”. It is Bill Worrell’s family name. Bill’s sister, B.J. Worrell Del Monte, is also his business manager. His niece is Debra Worrell Hernandez, who operates his official website, billworrell.com, and is an artist herself that market’s herself as a “Worrell family artist”. This line of artisans from the Worrell family and the interconnection of the family within the artist’s business workings substantiates the brand to be dubbed ‘Worrell,’ not to disregard Bill, but to simplify identification of his brand to a broader audience. The first step is development of a brand style guide. This guide will serve several functions. The first of which is a unified representation guide for any and all electronic, print and media representation of the Worrell brand. A new brand logo that features a version of the artists’ own signature and shaman cave icon will be the primary brand mark. Likewise, a color palette indicative of the Southwestern regional culture will be instituted to unify all marketing materials, including the new website. Great brands take advantage of iconic images that live as the essence of the brand. For Bill Worrell, his iconic image is his unique and stunning larger than life bronze sculptures modeled after the original ancient pictographs he discovered in the Lower Pecos River. The giant shamanistic figure is a natural icon and a unique shape. The logo will be constructed of the shaman figure and the artist’s own signature, Worrell. This will be presented in a vertical style that arranges the stylistic representation of the
Creative Brief 9
Creative Brief shaman figure standing atop the hand written artist signature. A vertical rectangle in classic black with a fine black line frames the shaman and signature in what will become the brands signature logo. Each artist has their own successful palette and the color story of the ‘Worrell’ brand is based on the artist’ own palette indicated in his paintings and sculptures. Aqua patinas, Sedona sky purples, oranges and reds and of course, bronze, all contribute to a simplified color palette. The catering of Southwestern colors is a natural fit for the brand, and the color palette is extended to the precise exotics of hues that the artist presents as part of his unique style. The fonts for the brand are primal, formal and understated. Starting with the primal and expressive Olicana font, it is meant to be used as a headlining and primitive elegant representation of Worrell’s spiritual styling. The body copy for the brand is Lucida Bright. A serif font based on Times New Roman and Garamond, it sophisticates and formalizes communications. It will be utilized for both online and print media. The simplistic font Corbel will be utilized as a sub-category indicator. The block san-serif font is ideal for smaller media and inconsequential identifiers. A new website will be developed based upon this new style guide. Joomla 1.5 Open Source Content Management System will be utilized to execute the new website, artofworrell.com. The Joomla CMS offers flexible content layout, updating and plug-in solutions that are up to date across a global community of professional developers (Joomla, 2010). A formalized branded home page, news, gallery listings and social media engagements will be featured above the fold. Bill Worrell will have an opportunity to have a frequent artist blog for direct connection to his art fans. An RSS will be developed for possible content exchange or featuring on gallery sites or art industry websites. The site will be CSS validated for ease of updating and evolution with brand development. The final element will be templates for printed media to coincide with the new brands’ style guide. One aspect of being an artist is the solicitation of new works to galleries. This can be solved with cohesive branded printed materials that reinforce the brand themes, color story and resolutions. Adobe In-Design files will be prepared for the ‘Worrell’ brand to utilize at future dates. Preliminary elements will include: business card, stationary, envelope and product showcase form, or ‘flashcard’.
10 Creative Brief
Demographics Age: 35-55
Female & Males World Travelers Self Aware Affluent Refined Educated Creative
Creative Brief 11
12 Creative Development
C D
reative evelopment A
rtists are the backbone of human culture. It is the works of artists that are found to reveal what a particular culture and people were about in a specific period of history. Similar to the cave pictographs of the Lower Pecos River, they reveal a story of the races’ humanity, livelihood and beliefs. Such branding, or patronage of art has been going on for centuries. From historical artist icon Michelangelo, to the modern day artist Wyland, history is dependent on artists to capture it’s passions and ideology. The artist Wyland, famous for his sea-life genre, is one of modern times more famous artist due to his branding, or the taking advantage of marketing techniques for exposure in today’s society (Wyland 2010).
Creative Development 13
The Indust ry
14 Creative Development
With the evolution and development of global communication via television, the world-wide-web, and even multi-language publications, the world at large has grown increasingly smaller in respects to an artists’ audience. Previous generations have had the tasks of making their work known in their own regions. Today, there are no regions, and yet there are more people on the planet than ever to market to. For an artist, it becomes imperative to be up to date on marketing and media tools in order to produce maximum exposure possibility for their livelihood, their art. The Wyland brand does this very effectively and is able to support multiple signature galleries and even a non-profit organization (Wyland, 2010). Such utilization of marketing tools and innovation is at times a challenge for artists who are the only ones in their studios, or work in a medium that does not interact with today’s modern media. For these reasons, the branding of an artist like Bill Worrell becomes a necessity. Worrell’s art is relevant to today’s society that is looking to reconnect with it’s past and be grounded into harmonic future. Worrell’s art, and several representing galleries, has yet to take advantage of modern website technology and design. Lastly, given the marketing tools, an entire new set of opportunities become possible for the creative genius of Bill Worrell and his astonishing art.
Creative Development 15
Moods The traditional “Southwest� pallette is flush with saturated colors that mimic the regions landscape. Whereas Bill Worrell’s pallette is definitely comprised of these colors, his primare pallete takes on an underlying sophisticated tone. No less saturated, the pallete speaks to a distinct mature audience.
16 Creative Development
Below, a pallette of maturity, refined taste and natures creations emarges. It speaks to an affluent taste that respects well defined hues. A simple ‘torquiose’, ‘purple’ or ‘gold’ likened colors are substandard definitions of these colors. The goal is to define a color pallete that is distinct enough to become known as “Worrell’s”.
Creative Development 17
Logo:
18 Creative Development
Developing the Icon!
final!
Creative Development 19
Representation A common theme among working artist is to allow their art to speak for itself. This is actually highly effective, although, the lack of proper and professional stationary does limit the representation and credibility of working and established artist. The Worrell brand stationary and art piece description cards (“flash cards�), are simplistic in nature and designed to be completely utilitarian. The simplicity is meant to allow Worrell’s art speak for itself and meet any meager budget that might exist for such materials.
20 Creative Development
Creative Development 21
New Media
Bill Worrell’s current website, billworrell.com, is in need of a modern retrofitting. Developing such a site to take advantage of the Joomla 1.5 Content Management System. A cms that will allow for rapid distribution of marketing information and provides a central system for Bill Worrell to blog, or post his personal poetry, artist notes and whatever else may be on his mind. A congruent Twitter and Facebook fanpage are also in order for the artists’ fans to keep updated on Worrell’s art.
22 Creative Development
Creative Development 23
24 Creative Standards
C S
reative tandards B
ill Worrell’s art is anything but standard. With that, the brand Worrell establishes these set of graphic standards in order to preserve the presentation and quality of representation for the brand. These standards are of the highest reccomendation to be followed by any graphic generating organization. Any divergence from these standards must be approved by the Worrell brand.
Creative Standards 25
The Logo Icon G
reat brands take advantage of iconic images that live as the essence of the brand. For Bill Worrell, his iconic image is his unique and stunning larger than life bronze sculptures modeled after the original ancient pictographs he discovered in the Lower Pecos River. The giant shamanistic figure is a natural icon and a unique shape. The logo will be constructed of the shaman figure and the artist’s own signature, Worrell. This will be presented in a vertical style that arranges the stylistic representation of the shaman figure standing atop the hand written artist signature. A vertical rectangle with a fine hand brushed line frames the shaman and signature. The space within and outside the structure of the logo is designed to impress upon the user a feeling of sacred ground.
26 Creative Standards
There are three essential elements to the official logo. All three elements must be included in the presentation of the logo and any variance of the three is not permitted. The three elements include: The frame. The ‘Miracles’ shaman’. The signature.
The logo frame has no fill color, thus, any color or image that exists within the frame border should show through at 100% opacity of the entire background common color or image.
10mm
10mm A border spacing of equal distance on the top and sides should be the standard border space when using the logo. This should never be less than 10mm. The aesthetic of the logo should be presented so as to allow it to occupy it’s own space, and not interfere or overlap that of another design element.
The Worrell brand color palette (page 29), is developed specifically for the proper representation of the brand. With that development, all colors specified and the addition of 100% Black and 100% White, are approved, and supplied on enclosed CD, to fill in the logo at 100% opacity.
Creative Standards 27
Logo Usage Consistent
Use the logo with all elements, the same approved colors and in proper proportions.
28 Creative Standards
Breathe
Elements of the logo should always be 100% and allow whatever back out to also occupy the insides of the frame.
Space
Use proper spacing around the logo. Allow it to occupy it’s own space and provide enough room for the logo to be presented clearly, without obstruction.
DO’s Color
Only use colors in ‘Color Palette’ to color logo (All color logo EPS files provided on enclosed CD). Black and White colors are likewise permit and the only color exceptions.
DON’TS Re-Color
The Worrell brand color palette has been designed to best represent the spirit and soul of the brand. Please do not color the elements of the logo different than each other or outside the specified approved colors.
(pretty please!)
Fill In
The space within the frame of the logo should never be colored or filled. We consider it sacred space for the ancient spirits to occupy.
Separate
The official brand logo is the frame, the shaman and the signature as one piece. Separating them presents a different look and feel that is outside the brand standards.
Distort
Distortion of the logo is not permitted whatsoever. Please keep the correct proportions so as to best represent the integrity and artistry of the Worrell brand. Thank you.
Creative Standards 29
Logo Usage SAMPLES
30 Creative Standards
Color Palette “Olive”
“Rust”
Hex: D5C764
Hex: A6421E
R: 213 G: 199 B: 100
R: 166 G: 66 B: 30
C: 19 M: 15 Y: 75 K: 0
C: 24 M: 84 Y: 100 K: 17
“Bone”
“Wine”
Hex: F2EAD0
Hex: 3A2534
R: 242 G: 234 B: 208
R: 58 G: 37 B: 52
C: 5 M: 5 Y: 19 K: 0
“Brass”
C: 66 M: 78 Y: 53 K: 58
“Teal”
Hex: F7A42E
Hex: 026873
R: 247 G: 164 B: 46
R: 2 G: 104 B: 15
C: 19 M: 15 Y: 75 K: 0
C: 90 M: 44 Y: 46 K: 17
Creative Standards 31
Typography The fonts for the brand are primal, formal and understated. Starting with the primal and expressive Olicana font, it is meant to be used as a headlining and primitive elegant representation of Worrell’s spiritual styling. The body copy for the brand is Lucida Bright. A serif font based on Times New Roman and Garamond, it sophisticates and formalizes communications. It will be utilized for both online and print media. The simplistic font Corbel will be utilized as a sub-category indicator. The block san-serif font is ideal for smaller media and inconsequential identifiers.
Olicana Font
32 Creative Standards
Lucida Bright
Corbel
Symbology
During research, it became clear that no one symbol, whether ancient or self developed, was alone in representing Bill Worrell’s style and spirit of work. Thus, these series of symbols can be utilized for a variety of decorative or design patterns so as to support a positive representation of the brand design standards.
THE SHAMAN: The most prominent of Worrell signature artwork, the shaman is the central figure from the original cave pictographs. Worrell’s shaman is also used in the brand logo.
THE SPIRIT: The spirit is a recurring character in Worrell’s art. As spirit, the spirit flies above imagination with a tithing for the soul in it’s mouth. It soars above the moon staff in this symbol.
THE TUNNEL OF LIGHT: The Tunnel of Light symbol is a uniquely developed image that Worrell conceived as a decorative embellishment and soon found it’s meaning in eternal discovery.
Creative Standards 33
Media Images The following are images provided on the enclosed Worrell Brand CD. All images are available for use with explicit copyright permission for the promotion and advertisement of the Worrell brand, the art of Bill Worrell or artofworrell.com. More will be available as neccesary. All images are Š and ™ Bill Worrell. All rights reserved.
worrell_greeter.jpg
34 Creative Standards
worrell_peacecall.jpg
worrell_spirit.jpg
worrell_souls.jpg
Brand Voice In the event that a tagline or a slogan type message is needed to accompany any brand related advertisement or marketing vehicle, it is preferred and highly suggested that any of the following be utilized. Any variance or change of message tone will not be acceptable.
“You don’t capture the spirit of the West… …it captures you.” “…let it capture you” “Who we are, through art.” “Carpe diem” Creative Standards 35
Ad Media The Artist’s Magazine is the world’s leading magazine for serious artists at all skill levels. Readers see the highest quality images while studying the processes of the best artists working today. Keeping readers abreast of professional practices that will advance their careers, The Artist’s Magazine celebrates the creative act and the creative life by fostering a community of committed artists.
Full page Live area 7” × 10” Bleed size 8” × 11” Final trim size 7¾”× 10¾” Worrell Brand CD: Ads/Print: W001.pdf
36 Creative Standards
…let it capture you. artofworrell.com Artistsnetwork.com is an artist’s best online destination for creative inspiration, instruction and information, brought to you from the editors of The Artist’s Magazine, Watercolor Artist, The Pastel Journal and North Light Books. With daily updates and a vast archive of content for a variety of paint media, there’s something for every artist—from the professional to the passionate amateur.
…let it capture you. artofworrell.com
AD SPECS: “Box” 300 × 250 “Skyscraper” 120 × 600 Worrell Brand CD: Ads/Web: W002_box.png Worrell Brand CD: Ads/Web: W003_sky.png
Creative Standards 37
38 Solutions
S
olutions T
o say that there are permanent solutions to any problems is an interruption of the great journey of the spirit. The following pages are solution driven suggestion for today. They are resolved in the spirit of ‘carpe diem’. Today Is the reality The treasure we should seize Savor Relish Second by second Moment by moment Hour by hour carpe diem
Carpe EVERY Diem!
- Bill Worrell, 2006. From “Carpe EVERY Diem”
Please find the following design as todays most favorable brand design solutions, knowing that tomorrow is an anticipated journey.
Solutions 39
Website
40 Solutions
(Admin Panel)
Solutions 41
Stationery
42 Solutions
Stationery
Solutions 43
CD Contents Folder
Folder
Folder
Worrell.com
Marketing: Online
Marketing: Print
• • • • • • • • • • • •
background.psd bg1.jpg bg2.jpg bg3.jpg bg4.jpg worrell_logo.png 600x600_previews.psd 300x100_storypic.psd 100x100_thumbs.psd Joomla_1.5_stable.zip Installnotes.text template.zip
44 Solutions
• • • • • • • • • • •
300x250_square.psd 300x250_square.jpg 600x160_tower.psd 600x160_tower.jpg 600x800_calling.jpg 600x800_greeter.jpg worrell_logo.png Fonts: Lucida_ Olicana_ Corbel_
• • • • • • • • • • • •
greeter_up.psd calling.psd crest.psd gathering_back.psd greeter_sundrop.psd spirit.psd worrell_artistmagad.psd worrell_logo.eps Fonts: Lucida_ Olicana_ Corbel_
Brand CD
Index
Worrell, Bill (2005) Explanation of Works. Retrieved from http://www. billworrell.com/explanationofworks.htm. Worrell, Bill (2003) Artist biography: Bill Worrell. Retrieved from http:// www.exposuresfineart.com/artist/Bill_Worrell/biography/ Hernandez, Debra (2005) Debra Hernandez Originals. Retrieved from http://www.dhoriginals.com/ Wyland (2010) Wyland Marine Life Artist. Retrieved from http://www. wyland.com/ Bustamente (2010) Sergio Bustamente. Retrieved from http://www. sergiobustamante.com.mx/eng/index.html Joomla (2010) What is Joomla? Retrieved from http://www.joomla.org/ about-joomla.html Image Credits: Flickr.com (2011). Username: suenosdeuomi, 2007. Images used with permision. Pgs. Cover, 2, 26, 33, 36, 37, 46. Northwest Texas Univeristy (2007). Retrievd on 6/3/11 from http://web3. unt.edu/news/image.cfm?image=534. Pgs. 6, 7. Texas Parks and Wildlife Dept. (2010). Retrieved on 6/3/11 from http:// www.tpwd.state.tx.us/newsletters/state_parks_getaways/2009summer/ park.phtml. Pgs. Cover, 6, 8, 9, 18. Exposures Gallery (2011). Retrieved on 6/3/11 from http://www. exposuresgallery.com. Pgs. Cover, 8, 9, 23, 31,41, 43. Gene Jimenez (2011). Pgs. Cover, 10, 21, 35, 45, 47.
46 Solutions
A
bout the Designer W
hile on a retreat in Austin, Texas, during Thanksgiving of 2003, Gene Jimenez attended an unscheduled hour long workshop by an artist. The presenting artist was ‘rough around the edges’ and seemed to move to his own beat. An experienced and award winning graphic designer, Gene was also an aspiring artist himself. At the time, Gene Jimenez did not know that the cowboy artist, in a matter of an hour, would change his life. A simple notion of ‘create. regardless of your materials. make art because it’s who you are’ resonated with Gene at his core. That chance meeting ignited Gene to create with his signature medium, recycled unused house paint. Since then, Gene Jimenez has shown in art galleries from New York to California and is a working artist, art professor and professional designer to this day. That ‘rough around the edges’ artist name was Bill Worrell. This brand book has been created with humble gratitude, drawing upon the spirit and soul that Bill Worrell creates in his work. Gene Jimenez draws upon 20 years of graphic design and brand building experience to create standardized brand elements for a chance meeting mentor and an important figure in his own career. He hopes this brand design meets any needs that Bill Worrell and the Worrell family art business may have for any such materials. Carpe Diem.
Solutions 47
artofworrell.com