[GR 604] Borders: Visual Development Guide

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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

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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

V I S UA L D E V E LO P M E N T G U I D E

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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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P R E V I O U S LO G O

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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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NEW CONCEPT

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V I S UA L D E V E LO P M E N T G U I D E

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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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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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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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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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V I S UA L D E V E LO P M E N T G U I D E

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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

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D I G I TA L R E F I N E M E N T S

BORDERS

BORDERS

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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

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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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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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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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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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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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Secondary Colors

C

65

C

65

C

0

M

30

M

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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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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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