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VISUAL DEVELOPMENT GUIDE
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VISUAL DEVELOPMENT GUIDE
TABLE OF CONTENTS
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CONCEPT
SKETCHES
E-1 Previous Logo E-2 New Concept
F- 1 F-2 F-3 F-4
Concept Behind Welcoming Community Inspiration
G-0
H-0
DEVELOPMENT
FINALIZATION
G-1 Final Sketches G-2 Digital Refinements G-3 Similar Logo
H- 1 Final Logo H-2 Color Pallet H- 3 Finalization
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CONCEPT
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CONCEPT E-1 Previous Logo E-2 New Concept
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BORDERS
PREVIOUS LOGO Previous Logo
Previous Logo
The old Borders logo was a wordmark of the brand name with a red bar to emphasize typeface. The letter B and E have an extend cross-bar to make it unique. This logo is simple and legible, but when the company went bankrupt, it need to rebrand itself based on a new mission and direction.
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E-1
P R E V I O U S LO G O
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V I S UA L D E V E LO P M E N T G U I D E
BORDERS
NEW CONCEPT
Welcoming
Community
Inspiration
Smile | Friendly | Openness | cross-borders
Connect | Communication | Sharing | Cooperation
Exchange | Ideas | Learning | Discovery | Knowledge
New Concept
The new logo concept will based on its mission statement: we are a creative community that crosses borders and encourages knowledge sharing. By using three keywords to represent the future expansion of Borders.
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E-2
NEW CONCEPT
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SKE TCHES
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SKETCHES F- 1 F-2 F-3 F-4
Concept Behind Welcoming Community Inspiration
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CONCEPT BEHIND
CONCEPT BEHIND
Now it is time to explore the brand’s new look through hand sketching. By using the three keywords, welcoming, community and inspiration. We went through three phases of logo design, which we did hundred of sketches. The sketches were divided into three categories: symbolic, graphic marks and the word marks. In the first round of sketches, then we narrowed down our ideas by selecting the strongest idea in the three camps. To kept this idea into the second round of logo design. In this section, it shows the different directions of our logo design.
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WELCOMING Symbolic | Graphic | Word Marks
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W E LC O M I N G
01.
01. I used the initial capital letter B of Borders with an opening door in a negative space. It represents welcome to our community.
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BORDERS
COMMUNITY Symbolic | Graphic | Word Marks
02.
02. I used the initial lowercase letter b of Borders. I created a chat box in its negative space. It symbolizes we connect people to communicate with each other.
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F -3
COMMUNITY
03.
03. I used two chat boxes that are overlapping. Keep it simple and legible. It stands for communication can spark new ideas.
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INSPIRATION Symbolic | Graphic | Word Marks
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I N S P I R AT I O N
04.
04. I combined capital letter B and chat box using a line connected together. It shows our community connect people to people through meaningful connections.
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BORDERS
“I strive for two things in design: simplicity and clarity. Great design is born of those two things.” —Lindon Leader
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D E V E LO P M E N T
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DEVELOPMENT G-1 Final Sketches G-2 Digital Refinements G-3 Similar Logo
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FINAL SKETCHES
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FINAL SKE TCHES
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BORDERS
DIGITAL REFINEMENTS
BORDERS
BORDERS
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D I G I TA L R E F I N E M E N T S
BORDERS
borders
BORDERS
BORDERS
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BORDERS
DIGITAL REFINEMENTS
BORDERS
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BORDERS
G -2
D I G I TA L R E F I N E M E N T S
BORDERS
BORDERS
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V I S UA L D E V E LO P M E N T G U I D E
BORDERS
SIMILAR LOGO
Miyamaru
Japan
BUSINESS TYPE
Bookstore YEAR
1978
Women’s Committee United States BUSINESS TYPE
University YEAR
1965
Buffet Badischer
Switzerland BUSINESS TYPE
Restaurant YEAR
1960s
Comparing existing logos with the new logo exploration is helpful to do before finalizing the logo concept. Good designs always give us inspiration and insight.
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Industrial Bolsera
Spain
BUSINESS TYPE
Packaging YEAR
1974
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Nippon Family Book
Japan
BUSINESS TYPE
Bookstore YEAR
CHAPTER
G -3
S I M I L A R LO G O
Casas Boulton Venezuela
BUSINESS TYPE
Furniture YEAR
1974
1978
British Paper
United Kingdom BUSINESS TYPE
Paper YEAR
1969
Philosophische Bibliothek
Germany
BUSINESS TYPE
Publishing YEAR
1989
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F I N A L I Z AT I O N
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FINALIZATION H- 1 Final Logo H-2 Color Pallet H-3 Finalization
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BORDERS
FINAL LOGO
X
X
5.4X
X
0.6X
X
0.3X 30˚
60˚
r=1.15X 2X
4X
r=1.15X 30˚ 3.7X
1.15X 60˚
2X
X
X
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F I N A L LO G O
Dialog box
Initial capital letter B
1. Turning page 2. Opening door 3. New idea
Cross-borders
Current Identity
The current identity creates a shape of a dialog box to combine with the initial capital letter B. It represents to connect people to communicate with each other in Borders community. This shape of an opening door symbolizes that everyone is welcome to our community, while the shape refers to turning pages that stand for knowledge sharing, and also represents a new idea spark from communication. A cross-bar in the negative space linked the two shapes together, which emphasizes our mission statement: we are a creative community that crosses borders and encourages knowledge sharing.
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BORDERS
FINAL LOGO Logotype
X
X
0.3X
X
X
1.2X
1.1X
X
1.2X
1.1X
1.2X
1.1X
1.1X
1.1X
X
9.6X X
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F I N A L LO G O
Original Font Henderson Sans | Basic SemiBold
BORDERS Modified Font
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FINAL LOGO Comparison
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F I N A L LO G O
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BORDERS
COLOR PALLET Primary Colors
C
70
C
100
C
0
M
5
M
100
M
0
Y
10
Y
30
Y
0
K
0
K
20
K
0
R
27
R
41
R
255
G
183
G
38
G
255
B
217
B
99
B
255
Primary Colors
The primary color was chosen because of the significant qualities that color blue holds. Blue symbolizes trust, calm, modern and relatable. These choices made on color further develop the goal of the brand.
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C O LO R PA L L E T
Secondary Colors
C
65
C
65
C
0
M
30
M
0
M
0
Y
0
Y
35
Y
0
K
0
K
0
K
100
R
86
R
73
R
0
G
152
G
192
G
0
B
210
B
182
B
0
Secondary Colors
The secondary colors are used in different applications to help strengthen the logo and create a more developed brand. The secondary colors are similar with primary colors. The reason for that is to maintain the qualities of the brand without diverting the attention away from it.
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BORDERS
FINALIZATION
X
X
5.4X
X
1.8X
0.3X
0.6X
X
1.8X
30˚
60˚
r=1.15X 2X
4X
5.9X
r=1.15X 30˚ 3.7X
1.15X 60˚ 0.3X
2X
1.9X 0.75X
1.2X
1.1X
X
1.2X
1.1X
1.2X
1.1X
1.1X
1.1X
X
9.6X X
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F I N A L I Z AT I O N
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BORDERS
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F I N A L I Z AT I O N
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REFERENCES
Borders’ rise and fall: a timeline of the bookstore chain’s 40-year history, Jul 18, 2011, Nathan Bomey, www.annarbor.com Timeline: A short history of Borders Group bookstores, February 16, 2011, Reuters Staff, www.reuters.com
1. quora.com/What-are-the-alternatives-toand-competitors-of-TED-talks-and-events 2. creativemornings.com/about 3. unsplash.com/search/photos/people 4. conference.99u.com/about 5. unsplash.com/search/photos/book
6. bloomfire.com/blog/ways-to-encourage 7. en.wikipedia.org/wiki/Borders_Group 8. asiapac/meetings/2014annual/beh.pdf 9. oclc.org/content/dam/oclc/councils 10. pbs.org/wgbh/pages/frontline/shows
COLOPHON
Graphic Designer | Zhe Fang Typeface in Use | Basic Sans, Museo Slab Course | The Nature of Identity Time | Spring 2018 School | Academy of Art University Instructor | Hunter Wimmer
All rights are 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, recording, photocopying or otherwise, without prior permission of Zhe Fang.
V I S UA L D E V E LO P M E N T G U I D E
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