The District Brand Standards Guide - Holly Hazeldine

B R A N D S TA N D A R D S G U I D E

01

B R A N D S TA N D A R D S G U I D E

TABLE OF CONTENTS

T H E D I S T R I C T AT T U S T I N L E G A C Y

INTRODUCTION 03

BRAND DEVELOPMENT

HISTORY OF THE MALL 05 CURRENT PRODUCTS AND SERVICES 07

GRAPHIC STANDARDS 45 MATERIAL RESEARCH 47 SIGNAGE 49 2D APPLICATION 43 MOBILE APPLICATION 55 SHUTTLE SERVICE APPLICATION 61

RESEARCH 09 ASSESSMENT & DIAGNOSIS LOGO ANALYSIS WEB & RETAIL PRESENCE COMPETITION CASE STUDY TARGET AUDIENCE

BRAND DEVELOPMENT MIND MAPPING KEY ATTRIBUTES CONCEPT STATEMENT LOGO DEVELOPMENT TYPE DEVELOPMENT FINAL LOGO & TYPE SOLUTION COLOR STUDIES

11 13 17 19 21

23 25 27 29 31 37 39 41

CONCLUSION 63

23

03

B R A N D S TA N D A R D S G U I D E

INTRODUCTION

THE DISTRICT

The District at Tustin Legacy is an open-air lifestyle center of popular retailers, alongside dining, specialty retail shops and services.

Framed by Jamboree Road, Barranca Parkway and Tustin Ranch Road, The District at Tustin Legacy comprises a million square feet of anchor retail stores and specialty shops, along with the Union Market, an artisan market of independent gourmet food and lifestyle shops.

05

B R A N D S TA N D A R D S G U I D E • I N T R O D U C T I O N

HISTORY OF THE MALL HISTORIC ORIGINS OF THE DISTRICT. The District at Tustin Legacy opened on August 17, 2007, and was developed by Vestar Development Co. At the time, it was the largest outdoor shopping mall in Orange County to open in over a decade, and is relatively young when compared to the majority of Orange County malls, as most were

after 57 years of military operation. The two iconic wooden air force blimp hangars in Tustin Legacy were completed in 1943, and are some of the largest wooden structures in the world. The District lies on the southwest corner of the former air base.

RECENT DEVELOPMENTS. Around the mall’s 10th anniversary in 2017, The District sought to change up some of their selection of food and retailers as a means of revitalizing their image.

While The District as a whole encompasses the entire shopping mall, the central strip of shops, restaurants, and the cinema is referred to as The Promenade. Within The Promenade exists The Union Market, which opened in 2016 as a self-proclaimed, open-space “industrial-chic market.” The mall currently has an expansion plan set in motion, although these plans have not yet been revealed to the public.

The historic grounds of the former marine base and iconic wooden hangars. constructed during the 1960s and 1970s.

The mall is located within Tustin Legacy, a 1,600-acre planned community in Tustin, California, currently being developed on the former Marine Corps Air Station of Tustin. On July 3, 1999, the Marine Corps Air Station (MCAS) of Tustin closed

THE DISTRICT

One of the two Tustin Hangars, and the former Tustin Marine Corps Air Facility in the 1960s.

07

B R A N D S TA N D A R D S G U I D E • I N T R O D U C T I O N

CURRENT PRODUCTS & SERVICES FL AGSHIP STORES. Target, Costco, Whole Foods Market, AMC Theatre 14 SECONDARY STORES. Vans, Ulta Beauty, Claire’s, Lowe’s, Wells Fargo, Verizon, AT&T, T-Mobile, T.J. Maxx/HomeGoods, The UPS Store, Tillys, SportClips, Planet Fitness, PetSmart, Michaels, Massage Envy OTHER STORES & RETAILERS. Aki Home, Black Steel Barber Ship, Bowlmor Lanes, BubblePOP, Caffe Yoga, District Eye Care, Farmers & Merchants Bank, Fashion Camp, Freckled Frog Dance Studio, Golden Bank, Kinecta Federal Credit Union, Legacy Cleaners, Milano Shoes, OC Hit Factory, Pinot’s Palette, Ritz Nails, Sam Jewelry, Stars Threading & Beauty, Union Ryde, Woodsnap FOOD SERVICES AND RESTAURANTS. Aloha Hwawaiian BBQ, Bar Louie, Ben & Jerry’s, Boba Square, Central Bar, Chick-fil-A, Cinnaholic, Daphne’s California Greek, Five Guys Burgers

and Fries, Flame Broiler, Hangar Bar, Ike’s Love & Sandwiches, In-N-Out Burger, J. Zhao Oriental Cuisine, Joon Shabu 2, Lucille’s Smokehouse Bar-B-Que, Luna Rosa Ristorante Italiano & Pizzaria, Utopia European Caffe, The Yellow Chilli, The Winery Restaurant & Wine Bar, The Halal Guys, The Auld Dubliner (The Dub), Thai Bamboo Bistro, Subway, Spice-C Hot Chicken Tenders, Roba Noodle Bar, Red Robin Gourmet Burgers, RA Sushi, Pressed Juicery, Prego Mediterranean, Pei Wei Asian Diner, Nothing Bundt Cakes, Mendocino Farms, Auraganic Juicery, Berry Brand, Churned Creamery, Cubed, Flippan, Hermosa Taqueria, Kettlebar, Leaf N Cream, Stowaway, Portola Coffee Roasters.

OTHER SERVICES. Two gendered restrooms are available; there are no gender-neutral or family restrooms. The Security/Information desk is located behind the Valet Parking area. There are several expansive parking lots across all sections of the mall space.

THE DISTRICT

A comprehensive map of the mall’s current retailers, restaurants, and other services.

09

B R A N D S TA N D A R D S G U I D E

RESEARCH

THE DISTRICT

Over its relatively short lifespan, The District has faced many changes, yet has never remedied its largest problem: a lack of unity.

The District’s current layout appears disjointed and feels expansive beyond comfort. The different sections of the mall feel disconnected from each other, and their overall branding lacks cohesion that is necessary in establishing a unified and dependable image.

It is critical to find and create a purpose for The District, through careful consideration of the needs of the surrounding community.

11

B R A N D S TA N D A R D S G U I D E • R E S E A R C H

ASSESSMENT & DIAGNOSIS LEF T VS. RIGHT BRAIN E XPERIENCES. When approaching The District and the overall mall experience, it’s important to consider the experiences of the left brain (analytical and logical) and right brain (creativity and abstraction). Both sides of the brain are crucial in developing mall spaces, as the logical part of the brain wants to get shopping tasks done quickly and efficiently, while the creative side seeks meaningful and wholesome experiences along the way.

PROFIT, PASSION, PURPOSE . These three ideas work in conjunction in creating a strong brand. Companies that are motivated by passion and seek to fulfill a specific purpose, both for themselves and consumers, are always eventually going to make a profit. Brands that are run on empty promises and notions are doomed to fail.

THE DISTRICT

13

B R A N D S TA N D A R D S G U I D E • R E S E A R C H

LOGO ANALYSIS THE MALL’S CURRENT LOGO. The District at Tustin Legacy utilizes two variations of a similar logo. Both use type that is warped to create a sense of perspective. It is possible that the logo represents the shape of the wooden hangars just outside of The District, or shows how The District was constructed on the southwestern corner of the former marine base, on the corner of two major roads. Other than these assumptions, the company does not provide any reasoning behind their logo’s composition, nor the color choices applied to it.

They appear to be currently phasing out their original logo (including the brown and orange background elements) by replacing it with a simplified version that omits the background and swirled pattern elements, in favor of simply keeping the perspectived based logotype.

All of the mall’s signage utilizes a different typeface altogether, which does not resemble their logo whatsoever. Overall, their visual branding is disjointed and is without consistency.

THE DISTRICT

The mall’s original logo.

Typefaces: Senator OT Demi, Century Gothic

The mall’s current logo.

One example of the mall’s outdoor signage.

Typefaces: Senator OT Demi, Tarzana Narrow

Typeface: Newport Classic

15

B R A N D S TA N D A R D S G U I D E • R E S E A R C H

Samples of logo application throughout the mall.

THE DISTRICT

17

B R A N D S TA N D A R D S G U I D E • R E S E A R C H

WEB & RETAIL PRESENCE SOCIAL MEDIA . The District utilizes Instagram and YouTube as platforms to promote events and showcase their community offerings. These postings are tired and outdated, and do not set them apart from other similar mall spaces. Their website is updated with upcoming events and promotions, but information regarding individual retailers is not easily accessed.

THE DISTRICT

Examples of The District’s current social media outlets and website.

19

B R A N D S TA N D A R D S G U I D E • R E S E A R C H

COMPETITION CASE STUDY THE MARKET PL ACE , TUSTIN. The District is just eight miles away from another large outdoor mall, The Market Place, located between Tustin and Irvine. It features many of the same and similar retailers and shop types, as well as a variety food options in a small food court, and a cinema. It is also targeted towards a similar demographic, and is easily accessed from the freeway.

When The District was first established, a key note of skepticism facing its opening was that it didn’t have much to set it apart from The Market Place, particularly in terms of accessibility and retail options. However, The District in its current state is already more comfortable as a social space.

THE DISTRICT

The Market Place in Tustin, located in close proximity to The District.

21

B R A N D S TA N D A R D S G U I D E • R E S E A R C H

TARGET AUDIENCE NEARBY COMMUNITIES. The District predominantly serves people within Tustin and neighboring cities. Generally, this includes middle to upper-middle class people ranging from young adults to middle age, from a variety of cultural and career backgrounds.

The District stands next to many local business, and at lunch time is heavily populated with workers on break. In the evenings and on the weekends, it is a popular food venue, for both dine-in restaurants and drive through locations.

The mall often holds events to celebrate holidays and local cultural events. It also hosts promotional events for guests. These events range from get-togethers for families with younger children, to events designated for young to middleaged adults that pertain to food and alcohol.

THE DISTRICT

A broad look into the mall’s demographic.

23

B R A N D S TA N D A R D S G U I D E

BRAND DEVELOPMENT

THE DISTRICT

In order to assess how to bring a new life to The District, I took on a series of planning and brainstorming phases in order to the develop an appropriate brand look and feel. This process encompasses mind mapping, symbol ideation, typographic experimentation, style experimentation, and color studies.

25

B R A N D S TA N D A R D S G U I D E • B R A N D D E V E L O P M E N T

MIND MAPPING INITIAL IDEATION. By taking key ideas relating to The District and its surroundings, I developed a series of mind maps that helped me to arrive at several key words. These words describe The District in its entirety, based on its overall feel and perception. The key words I arrived at during this mind mapping process were community, variety, scattered, convenient, and comfortable.

THE DISTRICT

Drawn out mind maps based on key aspects of The District.

27

B R A N D S TA N D A R D S G U I D E • B R A N D D E V E L O P M E N T

KEY ATTRIBUTES KE Y WORDS. These five key attributes each play a role lead into developing the mall’s primary focus on serving the local community, by providing a comfortable space to shop and socialize.

The mall boasts a variety of selection and seeks to serve a broad variety of people. The mall is convenient and easily accessed from all sides. It is comfortable and familiar in its offerings and overall casual atmosphere.

THE DISTRICT

VARIETY ACCESSIBLE CONVENIENT COMFORTABLE COMMUNITY

29

B R A N D S TA N D A R D S G U I D E • B R A N D D E V E L O P M E N T

CONCEPT STATEMENT MISSION STATEMENT. To bring a new life to The District through a revitalized brand that encompasses the idea of bringing people and places together. To better serve the surrounding community by providing a place to comfortably convene, access to a diverse range of shopping and food services, and to support local commerce.

encompasses the idea of bringing people and places together.

In order to revitalize The District, I seek to bring a new life to the space by utilizing geometric imagery, to emphasize the idea of bringing people and places together within a unified space. With warm colors, metals, and wood, the space should feel inviting and clean. Plants and foliage should be

deeply interwoven into the experience, to get away from the claustrophobic nature of being surrounding by concrete walls, to instead allowing mall-goers to feel more connected to the natural world.

OBJECTIVES AND GOALS. The District as a whole is disconnected and disjointed; the mall is too spread out and is challenging to navigate comfortably. The mall’s branding is inconsistently presented, and detracts from their ability to build a reputable image. The space needs to better serve the community it lies within.

The primary goal is to create a more unified image for The District. Alongside this main goal lies the need to transform the space into a social shopping hub for the surrounding community, to better host social and cultural community events. The District needs to become more accommodating to a variety of social situations that can range from casual meet-ups to hosting larger, more profoundly organized gatherings.

THE DISTRICT

Style board of the desired look and feel for The District.

31

B R A N D S TA N D A R D S G U I D E • B R A N D D E V E L O P M E N T

LOGO DEVELOPMENT KE Y WORD SKETCHES. By utilizing the key words, I created abstract sketches to represent their meanings. I also looked at visual elements that relate to Tustin and The District.

I eventually came upon the idea of representing the proportional relationships of the different sections of The District, and showing how each come together in order to create the whole experience.

THE DISTRICT

Initial abstract sketches based on key words.

33

B R A N D S TA N D A R D S G U I D E • B R A N D D E V E L O P M E N T

Further abstract and figurative ideation sketches.

THE DISTRICT

35

More refined symbol exploration.

B R A N D S TA N D A R D S G U I D E • B R A N D D E V E L O P M E N T

THE DISTRICT

UNION MARKET

THE PROMENADE

Concept development behind the final symbol.

FOOD & RETAIL

HOME SHOPPING

37

B R A N D S TA N D A R D S G U I D E • B R A N D D E V E L O P M E N T

TYPE DEVELOPMENT T YPOGRAPHIC E XPERIMENTS. Based on the keywords and the historical context of Tustin, I tried out different typefaces and typographical compositions of The District, in order to find one that best represents the mall’s concept and complements the chosen symbol.

The typeface utlized throughout the rest of the brand’s application beyond the lockup is Interstate, a humanist sans-serif typeface, designed by Tobias Frere-Jones. It is optimized for a variety of settings, including signage, print, and web. This typeface was chosen due to the angular nature of its letterforms, which complements the symbol. It is based on the signage alphabet used for the United States Federal Highway Administration, thus relating to connectivity among people.

THE DISTRICT

Logotype experimentation; testing out different typefaces to find a compliment for the symbol.

INTERSTATE Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

39

B R A N D S TA N D A R D S G U I D E • B R A N D D E V E L O P M E N T

FINAL LOGO & TYPE SOLUTION THE MARK . The symbol shows the proportional relationships of the four sections of The District coming together as one, as each section must come together to create the entire mall experience.

It creates a visual illusion similar to that of a staircase, leading up and out from the center As a whole, the symbol and type stand as a unified element, while are also reminiscent of each other when used separately.

THE DISTRICT

41

B R A N D S TA N D A R D S G U I D E • B R A N D D E V E L O P M E N T

COLOR STUDIES WARM AND INVITING. In developing the mall’s color scheme, I considered those that create a feeling of warmth of comfort, while also feeling familiar and accessible to all.

The orange color best represents these intentions, as it inherently provides a sense of energy, encouragement, and connectedness. It remains recognizable to those already accustomed to the mall’s current look and feel, while revitalizing their tired branding with a bolder look.

THE DISTRICT

PANTONE

PANTONE

PANTONE

BLACK

Orange 021 U

Black 3 C

7408 C

100, 25%

4 3

B R A N D S TA N D A R D S G U I D E

APPLICATION DEVELOPMENT

THE DISTRICT

The goal was to generate a series of realistic application throughout the mall space, in a variety of formats and scales. Application types include mall signage, architectural forms, directories and other print collateral, and mobile-based experiential media.

45

B R A N D S TA N D A R D S G U I D E • A P P L I C AT I O N D E V E L O P M E N T

GRAPHIC STANDARDS CLEAN & CONSISTENT. All uses of the lockup must use the appropriate minimum clear space and element proper spacing.

You must not deviate from the mark in any way, including adjusting the line width of the symbol, or changing the logotype in any way. Exceptions to this rule are when the symbol is used as an artistic expression, but the logotype cannot be altered.

THE DISTRICT

Proper spacing and minimum clear space of the logo + type.

Other appropriate color applications of the logo.

47

B R A N D S TA N D A R D S G U I D E • A P P L I C AT I O N D E V E L O P M E N T

MATERIAL RESEARCH WARM AND WELCOMING. In order to best represent the idea of community, I sought out materials that create a warm and inviting environment.

I included geometric forms that further encompass the idea of connectedness.

In order to remain consistent with the surrounding architecture of the community, the current cream stucco walls remain throughout. However, in order to reduce the feeling of being enclosed within concrete walls and bridge the stark separations between the sections of the mall, murals and greenery will be added throughout.

THE DISTRICT

49

B R A N D S TA N D A R D S G U I D E • A P P L I C AT I O N D E V E L O P M E N T

SIGNAGE PRIMARY SIGNAGE encompasses the mall’s main entrance signage, including a large architectural standing on its most prominent corner of the map.

SECONDARY SIGNAGE identifies the property and location, while holding less bearing than the primary signage. This includes monuments on the roads bordering The District.

The secondary signage of the mall also includes murals and other architectural arts.

TERTIARY SIGNAGE is the informational signage of the mall, including restroom signs, parking information, and public notices. Also, directories are lined across the most naturally populated walkways throughout the mall for convenient access.

THE DISTRICT

PRIMARY SIGNAGE SECONDARY SIGNAGE TERTIARY SIGNAGE

Signage map of The District.

51

B R A N D S TA N D A R D S G U I D E • A P P L I C AT I O N D E V E L O P M E N T

Primary entrance signage (front & side view).

THE DISTRICT

Secondary directional signage (front & side view).

52

B R A N D S TA N D A R D S G U I D E • A P P L I C AT I O N D E V E L O P M E N T

Tertiary informational corner signage. Burnished metal sections are used to represent location.

THE DISTRICT

Seating planter concept, utilizing the mall’s symbol in a 3D Application format.

55

B R A N D S TA N D A R D S G U I D E • A P P L I C AT I O N D E V E L O P M E N T

2D APPLICATION INFORMATIONAL . Print media for The District primarily encompasses informational data regarding the mall, including directory pamphlets and management business cards.

Posters are primarily utilized to promote upcoming community celebrations or events. They are connected with The District’s mobile app, where users can scan the poster in order to find out more information for a particular event.

2D Application is further extended to murals and experiential designs within the mall spaces, where the brand is expressed in a more organic way, allowing the space to feel more alive.

THE DISTRICT

Directory brochure and die-cut business card.

57

Seasonal event poster sample.

B R A N D S TA N D A R D S G U I D E • A P P L I C AT I O N D E V E L O P M E N T

THE DISTRICT

Wall mural sample.

59

B R A N D S TA N D A R D S G U I D E • A P P L I C AT I O N D E V E L O P M E N T

MOBILE APPLICATION CONNECTED. The District’s mobile application seeks to help users to feel more connected to the mall, whether from home or while visiting.

At any time, the app allows users to view upcoming community events, as well as plan their future shopping visits. When already at the mall, customers can use the in-app directory to guide them throughout the space. A shuttle schedule and estimated arrivals can also be accessed.

THE DISTRICT

Companion app for mall shoppers, providing event guides, a directory, and support channels.

61

B R A N D S TA N D A R D S G U I D E • A P P L I C AT I O N D E V E L O P M E N T

SHUTTLE SERVICE BRINGING THE SPACE TOGETHER. The current state of the district suffers from disjointedness and a great deal of distance between stores.

In order to help bridge this gap, a shuttle service will be offered.

Shuttles would be distributed across two main purposes: allowing shoppers to access all areas of The District with ease, as well as providing quicker access to the mall for the neighboring businesses and communities. For example, at lunch time someone who works at a nearby business office would be able to hop on a shuttle in a timely manner, adhering to a predetermined schedule.

In cases of emergency, the shuttles also serve as a means of picking up passengers who need immediate assistance or access to security.

THE DISTRICT

Sample of an open-air electric shuttle; one of a rotating fleet across the mall space.

6 3

B R A N D S TA N D A R D S G U I D E

CONCLUSION

THE DISTRICT

Our mission was to bring a new life to The District through a revitalized brand that encompasses the idea of bringing people and places together. We established the mall as a unified, inviting, and accessible space for all to shop and convene.

Through our symbol, the idea of connectivity surrounds the consumer.

The space is inviting, yet clean; plants and foliage are interwoven into the experience, allowing consumers to feel openly connected to the world around them, during both shopping and social experiences.

CO N C E PT + D ES I G N BY H O L LY H A Z E L D I N E

T H E D I S T R I C T • B R A N D S TA N D A R D S G U I D E