or tio ORATIO IDENTITY SYSTEM
JOY LI
2O07
I am a brilliant designer working for an international design and brand agency specializing in large-scale idenity programs. My design team has a new assignment: to create a fresh, contemporary national wireless brand. I am to deliver:
1 BRAND LOGOTYPE DESIGN 2 BRAND STATIONARY SYSTEM 3 BASIC IDENTITY STANDARDS I am going to invest all my energy, my heart, and all my talent in pushing my design recommendations to meaningful, functional and aesthetic perfection.
At the heart of this new brand is one simple idea
“self-expression can change the world�
“we promise to better enable you to speak and be heard, to listen and learn, to recognize and be recognized, by creating opportunites and removing barriers to self expressions.�
The Brand Promise
The Brand Voice UPBEAT FRIENDLY ACCESSIBLE CONVERSATIONAL INTELLIGENT HUMOROUS INTERESTING PROGRESSIVE
ALLTEL AT&T WIRELESS SPRINT NEXTEL T-MOBILE U.S. CELLULAR VERIZON WIRELESS
Key Competitors
ORATIO
The Three Assigned Names
NEBULA AIRPOCKET
T
ORATIO ORATE ORATION ORATOR ORATORY RATIO RATE
verb: to speak, to deliver an oration, speak pompously noun: formal, honorary speech noun: public speaker with cause to be declared adjective: it is the art of public speaking noun: proportional relation noun: in finance, the relative value of gold and silver
Things to think about: FRIENDLY ACCESSIBILITY YOUTHFUL APPROPRIATENESS DYNAMIC COLOR UPBEAT SELF-EXPRESSION FUTURISTIC INNOVATION INTERNATIONAL DESIGN VISUAL IDENTITY HUMBLE CONFIDENCE POSITIVE INTEGRITY INTELLIGENT OPTIMISM PROGRESSIVE NATURE HONESTY
An abstract font that reflects high value and formality in its public display A typeface that shows that this brand dictates over the others, yet retains a stylistic balance in its visual presentation Design Goals
A logotype that portrays the dignity and high quality of today’s techonology
Logo Development oratio
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Logo Colors
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FINAL LOGO Is it distinct and expressive? Is it readily understood yet unique? Does it command attention? Is it reproducible and adaptable? Can it maintain integrity when scaled? It is timeless and meaningful?
or t o
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ORATIO WIRELESS, INC.
Business Card
STATIONARY
2230 WEST STATE STREET ATLANTA, GA 45765
P 825.456.7000 F 825.456.7900
EDWINA WRIGHT
EDWINA.WRIGHT@ORATIO.COM
CHIEF EXECUTIVE OFFICER
or tio ORATIO WIRELESS, INC. ORATIO.COM
March 26, 2007 Joy Li Washington University in St. Louis School of Design and Visual Arts 6165 Waterman Blvd Saint Louis, MO 63112 Dear Joy Li, This letter demonstrates how text can be integrated in a harmonious and modern way with the design of the letterhead. The format shown here helps unify the Oratio Logotype with the overall design in a fresh, dynamic, and friendly way; therefore, reinforces the overarching identity of Oratio. All text is is one inch from the left and right. The Oratio logotype is centered in the page one inch from the top. The letter begins with the date, followed by two line spaces, then the recipient address. Paragraphs are inidcated by one line space, with no intention. After the complimentary close, allow five line spaces for the signature.
General Letterhead
The format shown here is typeset in 47 Light Condensed Univers 10 pt, which is the recommended typeface for Oratio. The other significant font used is Light Copperplate, which is used on Oratio’s namecards and envelopes. Complimentary close,
Edwina Wright
P 825.456.7000 F 825.456.7900
2230 west state street | atlanta, ga 45765
or io
oratio wireless, inc. | 2230 west state street atlanta, ga 45765
Joy Li Washington Univers ty in St Louis School of Design and Visual Arts 6165 Waterman Blvd Saint Louis MO 63112
or tio
oratio wireless, inc. | 2230 west state street | atlanta, ga 45765
Joy Li Washington University in St. Louis School of Design and Visual Arts 6165 Waterman Blvd Saint Louis, MO 63112
#10 Envelope
Mailing Label
or tio
oratio wireless, inc. 2230 west state street | atlanta, ga 45765
Joy Li Washington University in St. Louis School of Design and Visual Arts 6165 Waterman Blvd Saint Louis, MO 63112
With the Competition
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Invitation Cover
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Card
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Promotions
or tio you belong on the red carpet visit us at oratio.com
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FINITO!
research | planning | DESIGN applications | presentation