VISUAL DEVELOPMENT GUIDE
Visual Development Guide
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Table of Contents
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Concept Research Brand Overview Keywords Logo Development
Concept Research 8 12 Logo Development
Initial Sketches
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Digital Sketches
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Look–A–Likes
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Final Logo
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What’s Next
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Concept Research
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Brand Overview Keywords
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Brand Overview
The new Borders helps to create a community that connects people to knowledge sharing.
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The Brand Description: Borders Group was an international book and music retailer based in Ann Arbor, Michigan. The Borders Group, Inc. was a publicly held bookstore chain that closed its doors on September 2011. After Barnes & Noble, it was the second-largest bricks-and-mortar US bookstore chain, known for the innovation of creating the first superstore. The group included Borders superstores, Waldenbooks, Borders Express and Borders airport stores. Where many booksellers — even other publicly-held bookstore chains — are closely identified with one owner, the Borders Group came together through corporate acquisitions.
Old Logo:
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Keywords
During the research phase our rebranding initiative, we found that Borders is not just about book.
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Borders is a community that connects people to knowledge sharing.
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Community
Together, we can do so much.
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Connect
Empathize with someone new.
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Sharing
Pull up a chair, come join us.
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Logo Development
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Initial Sketches
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Digital Sketches
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Look–A–Likes
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Final Logo
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What’s Next
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Initial Sketches
Three keywords provided the structure that gave way for a divergent exploration of our initial sketch.
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Camp – 01
Community Together, we can do so much. One of the marvelous things about community is that it enables us to welcome and help people in a way we couldn’t as individuals.
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Camp – 02
Connect Empathize with someone new. A chain is only as strong as its weakest link, I hope someday you’ll join us, and the world will live as one.
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Camp – 03
Sharing Pull up a chair, come join us. The size of my life is not determined by how much I have, but how much I’ve chosen to share.
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Digital Sketches
Once we done pencil sketch, our logos were brought into the computer for digital sketch prototyping. 38
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BORDERS
B O R D E R S
BORDERS
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BORDERS
BORDERS
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Look-A-Likes
Before final delivery we made sure that our new logo is not mistakenly already in use.
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Visual Competitors: Not only do we strive to stand out amongst our new competition, but we also aim to singularize ourselves from other recognized and established logos. This research allows us to avoid visual clichĂŠs and redundant treatments. Furthermore, this helps us to avoid creating anything identical to what already exists.
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Look-A-Like Research These are logos that kind of look like our logo but aren’t our logo. We looked around at many different companies, to make sure our logo didn’t already exist.
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Final Logo
The brand logo is not the brand identity, but it does identify the brand.
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B
+
Letter Forms of B
+ Dialogue Bubble
Chain
The new logo combines letter
In order to represent creating a
The chain represent connection
form of B in a symbolic rep-
community to encourage knowl-
between people and knowledge,
resentation of Borders Groups.
edge sharing, I use two dialogue
also means that people connect
bubble as one of the elements.
to become a community.
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What’s Next
In book 3, the Visual Standards Guide, We will introduced the new identity. For more information, get online and visit: sharingknowledge.club
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Credit: unspash.com graphicpear.com elements.envato.com wikipedia.org stock.adobe.com
Copyright @ 2019 Jiahua Han All Rights Reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission. Student project at Academy of Art University 52
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