02 Visual Development Guide Jiajun (Sally) Huang
Chapter 1
// Brand Overview
TABLE OF CONTENTS
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Brand Overview 1.1 Brand Soul 1.2 Our Mission
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PULLMAN
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// Visual Development Guide
Logo Research 2.1 Previous Logo 2.2 Logo Competitors 2.3 Visual Similar Logos
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Identity Exploration 3.1 Initial Symbol Sketches 3.2 Initial Wordmark Sketches 3.3 Digital Sketches 3.4 Final logo 3.5 Final logo Standardization
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Chapter 1
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// Brand Overview
PULLMAN
01
// Visual Development Guide
Brand Overview 1.1 Brand Soul 1.2 Our Mission
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Chapter 1
// Brand Overview
“Where we love is home, home that our feet may leave, but not our hearts.” – Oliver Wendell Holmes Sr. American Writer and Poet
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Pullman // Visual Development Guide PULLMAN
// Visual Development Guide
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Chapter 1
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// Brand Overview
PULLMAN
// Visual Development Guide
Brand Soul Pullman gives people a warm feeling of home.
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Chapter 1
// Brand Overview
Our Mission
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PULLMAN
// Visual Development Guide
No matter where you are, Pullman will provide services to let you have a warm and comfortable feeling of home.
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Chapter 1
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// Brand Overview
PULLMAN
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// Visual Development Guide
Logo Research 2.1 Previous Logo 2.2 Logo Competitors 2.3 Visual Similar Logos
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Chapter 2
// Logo Research
Previous Logo The previous Pullman logo used a circle and a train as background. The “PULLMAN� letters on the train show the company services are all about trains. The typeface of this logo is a wide serif that has a vintage feeling.
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PULLMAN
// Visual Development Guide
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Chapter 2
// Logo Research
Logo competitors These competitors all use feathers. My design for Pullman uses a feather to represent comfort and a feeling of home.
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PULLMAN
// Visual Development Guide
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Chapter 2
// Logo Research
Visually Similar Logos These logos all use the letter P. My idea about Pullman also uses the letter P to in the logo design.
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PULLMAN
// Visual Development Guide
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Chapter 1
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// Brand Overview
PULLMAN
03
// Visual Development Guide
Identity Exploration 3.1 Initial Symbol Sketches 3.2 Initial Wordmark Sketches 3.3 Digital Sketches 3.4 Final logo 3.5 Final logo Standardization
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Chapter 3
// Identity Exploration
Initial Sketches Keywords: Cozy / Familiar / Belong
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PULLMAN
// Visual Development Guide
Insight: These sketches represent the development of the logo ideas. They are drawn based on the keywords. Most of the sketches are not working very well. They don’t convey the feeling of keywords.
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Chapter 3
// Identity Exploration
Four Main Insights Insight 1: House A house can very directly show home. So I drew some houses or roofs to represent home and convey the brand soul. But the house idea is too cliche and super surperficial. So I didn’t continue to develop this idea.
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PULLMAN
// Visual Development Guide
Insight 2: Pillow Pillows can give people a comfortable feeling. But I didn’t draw them look very comfortable. And the shapes of the pillow are too geometric.
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Chapter 3
// Identity Exploration
Insight 3: Nest As people know, a nest is often a metaphor for home. It protects baby birds and provides a home for them. I drew some nests and the letter P to develop my idea. There is a feeling of nature and belonging. So I decided to develop this idea in the digital sketches.
Insight 4: Feather A feather gives people a soft and a comfortable feeling. It shows the keyword ‘cozy’. And the shapes of a feather is more beautiful and fresh. It can connect with my brand soul.
These two ideas are better than the others. And they have deeper meaning than other ideas.
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PULLMAN
// Visual Development Guide
Insight 3: Nest
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Chapter 3
// Identity Exploration
Insight 4: Feather
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PULLMAN
// Visual Development Guide
Letter P With Different Ideas
This wordmark idea close to the final one.
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Chapter 3
// Identity Exploration
Initial Digital Sketches
Insight: These digital sketches are a continuation of the logo ideas.
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PULLMAN
// Visual Development Guide
Development: Nest & Pillow
p
P
P
Pullman
Pullman
Pullman
p Pullman
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Chapter 3
// Identity Exploration
Development: Feather
pullman
Pullman
P Pullman
P Pullman
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Pullman
Pullman
PULLMAN
pullma n
// Visual Development Guide
UL LM AN
p
P 37
Chapter 3
// Identity Exploration
Final Logo The final logo is a combination of the letter P and the feather. It gives people a warm and comfortable feeling of home.
The “feather” shape
The bottom should be rounded.
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The two “L”s that are from the icon.
PULLMAN
// Visual Development Guide
Final Logo Anatomy
80°
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Chapter 3
// Identity Exploration
Final Logo Standardization
x
2x
x
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PULLMAN
// Visual Development Guide
Image Sources 1.http://www.prophecyproof.org/wp-content/uploads/2011/02/Barley-1.jpg?x50080 2.http://photos02.wisgoon.com/media/pin/photos02/images/o/2016/6/21/12/23 6x220_1466495868396074.jpeg 3. https://www.flickr.com/ 4. http://www.earthtimes.org/newsimage/shedding_light_31.jpg 5. http://p3.pstatp.com/large/7595/747718836 6.http://www.contemplify.com/wp-content/uploads/2016/10/Death_to_Stock_Tactile_7.jpg
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Typography Muller Adobe caslon pro
Design Tool Adobe Illustrator CC Adobe InDesign CC
Design Jiajun (Sally) Huang
Instructor Hunter Wimmer