roberto ciarambino 264755 clasVEM group 9 a.a. 2007/08 lab. "corporate identity" michel de boer erik de vlaam thomas bisiani
INDEX group 9 concept logo personal concept how change paper applications posters logo animation home page emblem boxes
.5 .8 .10 .12 .17 .32 .40 .42 .45 .46
WHAT?
WHY?
WHO?
To create an autenthic fashion brand, not usual. Brand isn't a shop, it isn't a brand in many brand, it is The Brand, The New Brand. For the first time we see a brand without name. This signs the end of uniformity.
It's to remember a symbol. I see it (without words) and, if it's too impressive, i remember it; i learn to remember an image, not a "brand logo with a symbol", i remember the image.
Target is the intellectual middle class from 25 to 40: target is "young", target have an innovative and creative mind. People are ready to experiment, people are ready to extreme and strange idea.
WHY HAVE A NAME??? I dress myself, i dress my size, i dress my texture. I don't want to dress like you, like another; i don't want to dress another's brand. I don't dress a Gucci's or H&M's clothe, I dress a clothe made to measure for me "without brand".
... OF MY BRAND I want a brand that identify myself, my way of life, my distintive uniqueness, my differences, my diversity.
DENUNCIATION Hide to exalt. Bring to life by censure. The brand like declaration, a real social campaign.
THE CENSURE!
***
Censure with a sound: the bip. Biiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiip!!!!!!!!! We have a problem: this sound must to be written, almost in the web page. Another big problem, bip is written in many mode: in Italy it's "bip", in England it's "beep", in Holland it's "biep".
SILENCE PLEASE... Silence like a censure ... Mute. This is a denunciation against the globalization, a world where you are one of more, where your "word" doesn't matter, and you must shut up!
SHHH "Shhh" is an universal sound, sounds are an universal language. You can simply write this sound: you can write it always at same mode. Shhh is shhh everywhere, in Italy, in China or in Asmahat.
SHHH... CONTINUE TO SHUT UP!!! You have to shut up in the silence of the globalization, a noisy silence, fastidious. This metaphore is about the massification: the noise of globalization is the silence of the people. Exort you to shut up means that you must make noise in the silence of globalization.
***
___ ___ ___
COLD, FREEZE
***
INSERT TEXT
___
___ ____
Three boxes express that this it an acronime, i can read S.H.H. It's prefer to use only one box.
For the same reason it's prefer to use four underscores, five is more.
During a Workshop in March 2008 with Johan Van Den Neste we must choose an Archetype for our brand. All the existed Archetype don't individue all our concept. For this reason we create another Archetype: ethical.
RAGE AGAINST THE GLOBALIZATION SOCIAL UN-FORM(AL) DENING
OUTLAW Strong desire for freedom. Rebel. To create new rules.
EXPLORER Strong need for freedom and adventure Experience. Experiment.
CREATOR To make "the new". Use the own creativity. Intuition. Originality.
MAGICIAN Transformation. The potion make me unique. To be autenthic.
RULER Keep control of the situation.
ETHICAL Respect. You choose the way. You choose this way
An impose. A free impose.
h/2
4h
y
y/5 h
y-y/5 y-y/5
x x/3
x/2
x/6
C.0 M.0 Y.0 K.100
50 mm
30 mm
20 mm
10 mm
Don't never scale only one dimension of the logo (1); you must always scale two dimension together (2). Don't move the underscore in the box (3) and must use always a box to contain these signs. Without the box, in fact, you can read the underscore like a dash (4).
The box isn't trasperent (5); remember that is white inside: it cross everithing downstairs (6). The box haven't a color (7) and an outline (8); it is always white.
1
2
3
4
5
6
The name must never compare in the communication. The name not exist, it is "only" a sound. It will be written only in the web site.
shhh
7
8
The slug is a mollusc that search its shell. So start the travel, it must to trow its home and to choose what dress for its life. When it make the choice, that shell, that container, became its home and its clothe.
The box that contain the underscore represent the slug's shell, a place where live, a world where you can decide to entry, a world you must search. The box can help you to "escape" from the globalized world: it's a place where you can be yourself, where you are you, not one of more.
SLUG'S SHELL IT'S IT, ITS HOME, ITS CLOTHE
The coat of the animal, like the hair of a man, is too always different. We can individue some generic characteristics: they combine in an always different mode. Infact we see a dog with long coat, but also ruff and with white and black stain like a cow, but also another dog with the same long and ruff coat, but brown with white stripes like a zebra.
The outline (border) of the box change like the coat of a dog: it can be ruff or became soft with long hair. So, we have a large choice of "model": you can combine this, can design it. You have always a different box. So you have your box, your world container.
COAT a.k.a. HAIR A VARIOUS COMBINATION WORLD
short
black
medium
long
cowed
zebra
pois
soft
hard
ruff
white
brown
grey
orange
Silence isn't one silence: it always change. Every silence got meanings: quiet, silence please, shut up. They change with people's affluence in the brand. If there are few people, "the brand" told you to shut up, beacuse globalization noise is too hard;
than, if people is more, silence became quiet, beacuse people are knowing that our silence is better than globalization.
At the same time, like silence's sound, logo change its "outline". Silence's lines change their shape and intensify them in the time. If sound is "noisy", line is too hard, cornered; than when silence is quiet line became soft, winding.
The first image is the logo with the box started. Than it can change, it can became another box, and from this became another, or back to second. One to many, many to one.
C. 0 M. 60 Y. 100 K. 0 R. 231 G. 120 B. 23 #E77817 Orange is mixture of red and yellow. Its emotional content is desire; it is the perception of emotions in a phisical sense: the world exploration through senses, to perceive and to feel pleasure. This color is joined to the phisical and mental energy, to the activity, to the creativity. Orange stimulates movement, independence and trust, releasing from fears, frustrations, inhibitions and conditionings: it's too effectived in depression. The choice of orange suggests the need of intense
C. 0 M. 0 Y. 0 K. 100 R. 31 G. 26 B. 23 #000000 Black is associated to the elegance, power, badly, mystery, fear and death. It's very formal and it also denotes prestige and autority; this color gives depth to perspectives and if it's used as background it reduces texts' legibleness. If it is combined with color like red or orange, it gives vitality to chromatic values extremely aggressives.
C. 0 M. 0 Y. 0 K. 0 R. 255 G. 255 B. 255 #FFFFFF White is considered color of the perfection. It refers to concepts of purity, innocence, virginity, cleaning and brightness. Often it's in opposition to black, with a positive meaning. It can be associated to the cold, breeze. White give more energy, it's revitalized, it release mind.
experiences' research, in every aspect: you can obtain and experiment new pleasant and consciousness sensations. Orange can help you to overcome all the situations, to reinforce the memory, to grow stronger.
The box can stratch to adapt itself every format. The sub-part remain always equal: the over-part scroll along a vector to join wiht the end of the "paper" (see 1 to 2 to 3).
The box must to insert in another container in exacte mode: it must to lay always in the top of this container (see 4).
1
2
4
3
The naming "shhh" don't compair in the business card. To explain the site to the client there's only the ".com": people remember the sound and digit it on the web.
1. business card (shop) 2. business card (personal) 80x50 mm
front 1
Meta Normal | 7 pt.
back 1
(
x
Meta Normal | 7 pt. | int. 1,55
front 2
C.0 M.0 Y.0 K.100 C.0 M.0 Y.0 K.60 MetaPlus Normal Italic | 7 pt. | int. 1,55 back 2
(
2x x
Meta Normal | 7 pt. | int. 1,55
first writing paper (personal) 210x297 mm
Meta Normal abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890.,-_'/([{
8,8 pt | int. 1,40 9 pt | int. 3,34
10 1 2 3 4 5 6
48,5 97 48,5
100
200
100
1 2 3 4 5 6 7 8
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28
29
35,05
second writing paper (personal) 210x297 mm
9 pt | int. 3,34
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28
29
half writing paper (personal) 210x200 mm
8,8 pt | int. 1,40 9 pt | int. 3,34
1 2 3 4 5 6 1 2 3 4 5 6 7 8
1 2 3 4 5 6 7 8 9 10 11
first writing paper (genericl) 210x297 mm
9 pt | int. 3,40
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40
fax paper 210x297 mm
8,8 pt | int. 1,40/int. 4,80 9 pt/9,2 pt | int. 3,34 1 2 3 4 5 6
1
1 2 3 4 5
1
2 3
2 3 4
1
2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
envelope 230x110 mm
43,85
43,78
22,36 40,63
80,44
108,92
The movement of the paper in the envelope is calculated. The address is always seen also in the limit (see picture on the left).
envelope structure C.0 M.60 Y.100 K.0
out into
Change the size of the noise. On the right we have a big space for a correct application of the stamp.
1 2
3 4
1
2
3
4
We see a very strog poster: there are only some cut and an indication for a site. The cut show the poster put on the wall befor ours, to exalt that our brand have crossed the other brand. The white is a provocation against the "noise" of the other fashion brand communication. When people see the poster, they are so cofused because nothing is clear: apparently the poster want to know nothing. Sure, people see these posters is amazed.
People can design the poster. How? Simple, they can write a sentence for their lover, or make a personal sign. Since the Prehistory man needs to express himself on a wall, to remain a track, or to outline his territory, or to relate his daily routine.
Here start the First Step. We want that someone can be a street artist with our poster. We want to create a white wall where someone can express himself.
In the contemporary man have the same need and desire; in fact since 1970 any artists, called writer, paint the street wall around the world. Now there's a new tendence, the street art.
WHYTE WALL TO EXPRESS YOURSELF
posters (step 1) 6000x3000 mm/700x1000 mm
"Ceci n'est pas une pipe" (Magritte, 1929) want to destroy the correspondence between the object, its image and its verbal definition: with this work ready the "conceptual art". His power is the new mode to concept the meaning of the "word": he explicit visually the conceptual mechanism through a figuration.
DENY TO EXALT WE DON'T SELL CLOTHES The choice to deny the product of the same brand is too hard, extreme, but very intelligent. The inspiration by Magritte want to explain the "social campaign" pursued in the comunication of the brand. The people that see the poster will know sure that our brand sell clothes, very particoular clothes. There's the possibility that some people don't understand the provocation, but is sure that their minds is moved by this "head line", and it provoke something in theirself.
"We don't sell clothes" want to mean that this clothes is more than other "normal clothes". We sell "the clothe", not "a clothe"; we sell "your cothe".
Now the people must to know what sell the brand. Here start the Second Step of the campaign. Trough a simple sentence, without photo or hard graphic application, all the people COULD know.
The first letter must to be in capital and at the end of the sentence must to make a full stop. We read "we dont' sell clothes.com" without this two rules.
Than there was the idea to cross the same sentence, to deny another time our brand, also beacause two negation create an affermation. The line crossing is in style with all the brand identity.
.com
.com
noi ti vendiamo jeans noi ti vendiamo cappelli noi ti vendiamo giubbini noi ti vendiamo mutande noi ti vendiamo maglie noi ti vendiamo giacche noi ti vendiamo cappotti noi ti vendiamo jeans noi ti vendiamo scarpe noi ti vendiamo felpe noi ti vendiamo cappelli noi ti vendiamo pigiami noi ti vendiamo camicie noi ti vendiamo mutande Noi non vendiamo vestiti.
.com
.com
posters (step 2) italian version 6000x3000 mm/700x1000 mm
posters (step 2) english version 6000x3000 mm/700x1000 mm
scene 1. The screan is white: there aren't sounds or animations. scene 2. It appear lines, represented "silence noise": start a sound, a disorder sound, like a rustle, an interference. scenes 3-4-5. Lines change, intensified: there's still same noise.
scene 6. Unexpected appear the box, like a timbre, that crosses noises' line. There's always sound of rustle, but when arrive the box you listen a thud. Than silence.
1
2
3
4
5
6
storyboard of logo animation
scene 7-8-9-10. Start to appear underscores, one to one. When appear first underscore we listen "shhh", for the duration of underscore's apparition. scene 11-12. Noise's lines continue to change and "move", pulse. Since underscores arrived, there's silence, no sound, no noise.
FIXED FRAMING
7
8
9
10
11
12
home page www.shhh.com 800x600 pixel
Web site is simple and easy to use. The structure use the logo and its underscore to create itself. The background, the noise, change, like the logo, with the affluence of the people in the brand. We have a variable change in the time.
Verdana abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890.,-_'/([{
#000000
#FFFFFF
#E77817
Verdana 8 pt / Verdana 10 pt
login
news
concept
clothes
store
The underscore scroll along a vector, so became space for sub menu (1) and return in the start position when someone select something (2). All the "logo-page" can stratch along a vector to change the dimension of the space where insert the information: all the box go down and the over part strach to became bigger (3).
login
news
concept
clothes
store
1 2
3
login
login
jeans polo t-shirt jacket caps wool underwear
news
concept
clothes
store
news
concept
clothes
store
Lucio Fontana, italian artist, painter and sculptor, was mostly known as the founder of Spatialism. Since 1949, destroing canvas with holes and cuts, he delete the space like representation, became it like true, real; the same surface of the canvas with reliefs and recesses will join in a direct relation with the real space and ligth.
His artworks can be read like a door to another place, an infinity space: he want user see his picture see over his picture, see all that are over the picture. Cut is more important that color or painting technique, and all that are over the cut is most improtant thing. People must learn to see over, to see the conceptualism, not only form or the appearance.
"Concetto Spaziale New York 10", 1961
THE CUT TO SEE, TO SEE OVER Our cuts is the underscore: when logo is applyed on a surface, like posters, it crosses that, but underscores help you to recognize that surface. The topic is to see really, succeed to see over the visual space: to go over limits, to live extremely, to experiment senses.
Through a little "entry", you can decide to entry in a new wolrd, in your world: a container of idea, your container, your home.
Shops haven't emblem: the emblem is the same door to entry in the shop, or the windows, if shop have them. Logo is applyed with the same process of the poster (1, 2, 3): cuts are on a maxy pvc sticker, applyed on retro of the glass.
Start another experience: you must decide if entry or not. You can trepass the space, you can go over the space, over you can see. You can open a door to entry in your space.
1
People can't see how is the store inside. They can do that only glancing at store through cuts (4). When people decide to entry, when they open the door, thanks to a sensor, start sound of silence "shhh" (5). It can change with the same process of the all project: through the flow of people in the brand.
2
3
hs hh hhhs hs
hh
4
5
sh
s hh sh
hs hh
hh
shhhh
hs hh
boxes (that contain the sending)
Boxes (that contain the sending) is simple. Thay have cuts of underscore to glance at clothes inside. This choice is about to increase the need to open box, to unwrap our "gift". Boxes' graphic change in the time, like logo, with people's flow in the brand.
sensor
When you lift up the cap a sensor, placed inside the box, make you listen a "shhh". It's an important moment, you are about to open your gift: this moment require silence, concentration: "Shhh, i'm opening my gift".
out cap
into cap
out box
into box
printed in spring '08 with an hp deskjet printer in via pisani 32, mestre, venezia