A rebranding guide of Texas Instruments
TABLE OF CONTENTS
01
THE BRAND HIDDEN INSIDE
Story of Jack Kilby / 22 Brand Overview / 28 Business Divisions / 32 The Timeline / 36 The Misunderstanding / 38 Brand Grid / 40
02
A BRAND FOR THE CREATIVE MINDS
Open the Boxes / 52 The New Brand / 56 Audience Archetypes / 58 Our Process / 68 Business Extension / 69
03
THE NEW VISUAL SYSTEM
Logo Standards / 76 Type System / 86 Color Palette / 88 Graphic Elements / 90 Businesss System / 94 Environment Application / 98
04
A LOOK INTO THE FUTURE
Environment / 104 Product / 110 Experience / 116 Service / 122
T.I. x A REBRANDING GUIDE OF TEXAS INSTRUMENTS This is a class project of rebranding a declining company in order to bring this brand to life through the creation of a collection of integrated collateral. Student Class Instructor Date
Hui (Joy) Zhu GR604 Nature of Identity Hunter Lewis Wimmer May 15. 2014
Typeface
FF Unit Isonorm MN Unibody-8
Since the day they’re invented, those tiny computer chips have made a huge impact on everybody’s life.
It started from the needs of solutions in people’s lives. They are driven by the belief to make the world a better place to live in.
Our story starts from about eighty years ago, when the first integrated circuit board was invented in Texas Instrument Lab, which forever changed our world.
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THE BRAND HIDDEN INSIDE Story of Jack Kilby Brand Overview Business Divisions The Timeline Business Analysis The Misunderstanding Brand Grid
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Chapter 01 _The Brand Hidden Inside
T.I. X _ A GUIDE OF REBRANDING
“Texas Instruments exists to create, make and market useful products and services to satisfy the needs of its customers throughout the world.” —Patrick Haggerty Co-foundeer of Texas Instruments
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In 1958, Jack Kilby joined T.I. in Dallas. During the summer of that year working with borrowed and improvised equipment, he made history from that tiny chip.
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Chapter 01 _The Brand Hidden Inside
STORY OF JACK KILBY
THERE ARE FEW MEN WHOSE INSIGHTS AND PROFESSIONAL ACCOMPLISHMENTS HAVE CHANGED THE WORLD. JACK KILBY WAS ONE OF THESE MEN.
His invention of the monolithic integrated circuit — the microchip,50 years ago at T.I. laid the conceptual and technical foundation for the entire field of modern microelectronics. It was this breakthrough that made possible the sophisticated high-speed computers and large-capacity semiconductor memories of today’s information age. ABOUT JACK KILBY
Kilby grew up in Great Bend, Kansas. With B.S. and M.S. degrees in electrical engineering from the Universities of Illinois and Wisconsin respectively, he began his career in 1947 with the Centralab Division of Globe Union Inc. in Milwaukee, developing ceramic-base, silk-screen circuits for consumer electronic products. JACK’S INVENTION
In 1958, he joined T.I. in Dallas. During the summer of that year working with borrowed and improvised equipment, he conceived and built the first electronic circuit in which all of the components, both active and passive, were fabricated in a single piece of semiconductor material half the size of a paper clip. The successful laboratory demonstration of that first simple microchip on September 12, 1958, made history.
Jack Kilby went to pioneer military, industrial, and commercial applications of microchip technology. He headed teams that built both the first military system and the first computer incorporating integrated circuits. He later co-invented both the hand-held calculator and the thermal printer that was used in portable data terminals. From Jack Kilby’s first simple circuit has grown a worldwide integrated circuit market whose sales in 2007 totaled $219 billion. These components supported a 2007 worldwide electronic end-equipment market of nearly $1,500 billion. Such is the power of one idea to change the world.
T.I. X _ A GUIDE OF REBRANDING
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For more than 80 years, Texas Instruments has used increasingly complex signal-processing technology with advances ranging from the incremental to the revolutionary—to literally and repeatedly change the world.
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Chapter 01 _The Brand Hidden Inside
Technology offers us the chance to take on critical problems in the healthcare, power efficiency and public safety sectors that touch billions of people and impact every corner of the world. These challenges are in need of solutions, and the need is immediate.
T.I. X _ A GUIDE OF REBRANDING
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Chapter 01 _The Brand Hidden Inside
BRAND OVERVIEW
INDUSTRY
WHAT IS T.I.?
Semiconductors
Analog electronics, Calculators, Digital signal processors, Digital light processors, Integrated circuits, Radio-frequency identification
Texas Instruments is an American company that designs and makes semiconductors, which it sells to electronics designers and manufacturers globally. Headquartered at Dallas, Texas, United States, TI is the third largest manufacturer of semiconductors worldwide after Intel and Samsung, the second largest supplier of chips for cellular handsets after Qualcomm, and the largest producer of digital signal processors and analog semiconductors, among a wide range of other semiconductor products, including calculators, microcontrollers and multi-core processors. Texas Instruments is among the Top 20 Semiconductor producing companies in the world.
EMPLOYEES
WHAT DOES T.I. DO?
FOUNDED
1930(as Geophysical Service Incorporated) 1951 (as Texas Instruments) HEADQUARTERS
Dallas, Texas, USA CEO
Rich Templeton PRODUCTS
34,759 (2012)
T.I. designs and makes semiconductors, which it sells to electronics designers and manu facturers globally. Their products include calculators, microcontrollers and multi-core processors. Their services are from responsible semiconductor manufacturing, to employee care and active involvement with the communities people live in. T.I. IS FOR WHOM?
1. Purchasing departement of big companies selling electronic devices. 2. Engineers and product designers who work in labs.
T.I. X _ A GUIDE OF REBRANDING
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2,000 13,000 employees in America
employees in Europe
15,000 employees in Asia
2,000 employees in Japan
T.I. is operating in 35 countries and serve more than 100,000 customers worldwide. We have been innovating for more than 80 years. More than 100,000 analog ICs and embedded processors, along with software and tools.
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Chapter 01 _The Brand Hidden Inside
BUSINESS DISTRIBUTION
TI IS MADE UP OF THREE MAIN DIVISIONS AS SEMICONDUCTORS, EDUCATIONAL TECHNOLOGY, AND DIGITAL LIGHT PROCESSING. MOST OF T.I.’S REVENUE COMES FROM SEMICONDUCTORS.
SEMICONDUCTORS
EDUCATIONAL TECHNOLOGY
TI’s semiconductor-related product areas include digital signal processors in the TMS320 series, high speed digital-to-analog and analog-to-digital converters, power management solutions, and high performance analog circuits. TI’s Wireless Business Unit (WBU) produces wireless solutions for products such as smartphones and eBooks, tablets, consumer electronics and other portable devices. Wireless communications has been a primary focus for TI, with around 50 percent of all cellular phones sold worldwide containing TI chips. The Mixed Signal Automotive group is a business unit that manufactures mixed signal and analog solutions for transportation and automotive applications. In the power space, this unit produces DC/DC Controllers and Converters, LDOs (Low Dropout Voltage Regulators), Voltage References and Voltage Supervisors. In the networking space, MSA has solutions for CAN and LIN. Safety-related solutions include airbags and anti-lock braking.
Texas Instruments produces a range of calculators, with the TI-30 being one of the most popular early calculators. TI has also developed a line of graphing calculators, the first being the TI-81, and most popular being the TI-83 Plus (with the TI-84 Plus being an updated equivalent). There are many TI calculators still selling without graphing capabilities. The TI-30 has been replaced by the TI-30X IIS. There are some financial calculators for sale on the TI website. DIGITAL LIGHTING PROCESSING
Digital Light Processing is a trademark under which Texas Instruments sells technology regarding TVs, video projectors and digital cinema.
T.I. X _ A GUIDE OF REBRANDING
1%
Digital lighting processing
3%
Educational technology
96%
Semiconductor and micro-controller
2013 T.I. Revenu
$12.2 billion
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The invention of the integrated circuit ushered in a new era of vertical integration in a variety of end equipment markets. We saw opportunities where it could productize its expertise in several markets, particularly computers, programmable industrial controls, and software.
TI 9100 was the first-general aviation LORAN-C receiver developed in 1950s.
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Chapter 01 _The Brand Hidden Inside
THE TIMELINE
1946 Laboratory & Manufacturing unit are formed to focus on electronic equipment.
1938 1961
The producing arm of the company is separated from the survey side of the business.
First Ethics in the Business of T.I. booklet was established.
1942 DEFENSE SYSTEM
1930
1958
GEOPHYSICAL SERVICE
INVENTION OF ICB
T.I started to apply the technology on oil exploration service to business on military defense system.
Texas Instruments was founded as Geophysical Service in 1930 and changed to Texas Instruments in 1951 by Cecil H. Green, J. Erik Jonsson, Eugene McDermott, and Patrick E. Haggerty.
The chip virtually created the modern computer industry, transforming yesterday’s room size machines into today’s array of mainframes, minicomputers and personal computers.
T.I. X _ A GUIDE OF REBRANDING
1997 Texas Governor honors T.I.-Dallas operations for the environmental excellence.
2008 T.I. launches its first Engineer to Engineer community online.
1981 T.I. business system line introduced to the public.
1983
2012
PERSONAL PRODUCTIVITY COMPUTER DEBUT
FOCUS ON ANALOG AND EMBEDDED PROCESSING
2005 THE AWARDS
The company focused on consumer electronics like digital clocks, watches, hand-held calculators and home computers.
T.I. has increased its Embedded Processing portfolio fourfold in the last three years, and today offers products across in the microcontroller and processor spectrum. Texas Instruments was awarded the Manufacturer of the Year for Global Supply Chain Excellence by World Trade magazine. Texas Instruments is considered to be one of the most ethical companies in the world.
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THE MISREADING
T.I. HAS ALWAYS BEEN ABOUT INNOVATIONS IN SEMICONDUCTOR INDUSTRY, BUT THERE IS A GAP BETWEEN WHAT WE WANT TO BE AND WHAT PEOPLE SEE US AS.
NOT JUST ABOUT CALCULATORS
T.I.’s products are everywhere throughout people’s life. Our semiconductors can be found in all kinds of devices and machines. For engineers, T.I. is the a brand for professional engineers, while for most people, T.I. is just a logo that printed on their school calculattorsschool calculators, which is just a very small part of what T.I. actually does. The diagram on the right page shows where we are and where our competitors are. We can see that there is a big gap beween what people see us and what we are trying to make ourselves to be.
Texas Instruments_ A GUIDE OF REBRANDING
HIGH TECHNOLOGY
SAMSUNG
INTEL
CONSERVATIVE
INNOVATIVE
How T.I. wants to be seen
CASIO How people see the old brand
LOW TECHNOLOGY
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BRAND GRID
EACH BRAND CAN BE DESCRIBED IN A VERY DISTINCT WAY. BRAND GRID IS A HELPFUL TOOL TOOL TO HELP DESCRIBE THE BRAND’S CHARACTERISTICS AT A GLANCE.
THE OLD BRAND
The old T.I. is more about digital instruments that are targeting at professional engineers or device manufacturers. The working building is a typical office building of glass and steel. We can imagin the engineers working very hard in the building,keeping everything in order and very well organized. It should be looking clean and neat. After work, they are more likely to spend time with the family and going to restraunts with easy environment to make them relax.
PRODUCT
BUILDING
PERSON
ACTIVITY
TEXTURE
ANIMAL
CHAIR
FOOD
T.I. X _ A GUIDE OF REBRANDING
Texas Instruments
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THE NEW BRAND
T.I. x is targeting at above high school students who are looking for challenges in solving real problems in people’s lives. Now it’s time to open the thick walls of professions to a younger generation. We are changing from the dull and boring look to this bright and energetic look. People will not just see us as a brand for designing and manufacturing computer chips, but also as an innovative company that’s engaging in helping the young engineers, providing better platforms and resourcefulness. Students will be able to make robots, prototype new products, and get connected to other creative minds and some companies in the field as well. They will enjoy the process of learning and problem solving.
T.I. X _ A GUIDE OF REBRANDING
T.I. X
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We are seeking a way out, from being inside the boxes to the outside, and be known by more people about our innovative endeavors to make the world a better place.
02
A BRAND FOR THE CREATIVE MINDS Open the Bboxes Back to School Audience Archetypes Our Process Business Extension
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Chapter 02 _A Brand For the Creative Minds
T.I. X _ A GUIDE OF REBRANDING
“Solutions aren’t going to come out of board rooms, summits or political debates. They’re going to come from people like you, creative engineers who want to make a difference.” —Jack S. Kilby Inventor of the world’s first integrated circuit board
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OPEN THE BOXES
ALTHOUGH T.I. HAS ACHIEVED MANY INVENTIONS THROUGHOUT THE HISTORY, WE ARE EAGER TO BE KNOWN BY MORE PEOPLE AS A COMPANY OF INNOVATION AND PROFESSION. WE THINK THAT THE IT’S TIME TO OPEN THE BOXES.
Many people are seeing T.I. as a calculator manufacturer, and T.I. takes education as a very important part. Though most of our business is from semiconductors, we believe that our expertise in high technology can help the education as well. Therefore, we are not only introducing T.I. products to the students, but also help the school education by providing our strong background of expertise in the industry. By connecting the students with us, we can share our expertise, innovations, experience and connections with the young creative minds, work together to solve more problems in people’s lives. We believe that the young spirit is the key to make T.I. walk out of the boxes as well. This is the direction of where our brand is going to.
T.I. X _ A GUIDE OF REBRANDING
WHAT WE HAVE
Expertise Innovation Experience Connection Products
OUR NEW BRAND
Imagination Curiosity Creativity Passion Energy
WHAT STUDENTS HAVE
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We are introducing our new brand—T.I.X The concept of the frame comes from the shape of the Periodic Table, which indicates our theme of science. ‘X’ represents the unknown. It is the key motivation that drives generations of scientists and engineers to work with persistent efforts.
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THE NEW BRAND
SCHOOL IS WHERE EVERYONE GETS THE IMPRESSION OF T.I. AND WE ARE NOW REBRANDING T.I. BACK TO SCHOOL FOR STUDENTS WHO LIKE COMPUTER SCIENCE.
NEW BRAND MISSION
T.I. X helps realize innovative ideas with our resourcefulness and fun. WHO’S THE NEW BRAND FOR?
Our new brand is for students who want to have fun in science and technology related projects with hands-on activities. It also builds up a connection with other organizations, schools and companies who are looking for creative minds. NEW BRAND OVERVIEW
T.I. X is an educational organization that provides a series of computer science and design programs for high school and college students who are seeking to make a difference to the world by joining problem-solving based projects. They also can a variety of experience and services from T.I. X .
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AUDIENCE ARCHETYPE
Identifying and understanding who we’re talking to is one of the most important initial steps in starting a conversation. Archetype study does not just limit to direct target audience, but also people who are associated with us in some ways.
Josh COLLEGE GRADUATE
Josh majors in engineering and is looking for a job in a startup game company. He is planning to work in a big game company first for more experience before opening his own studio. However, he doesn’t get many chances to get to know people from the industry.
T.I. X _ A GUIDE OF REBRANDING
Jenny HIGH SCHOOL JUNIOR
Jenny is an extrovert high school girl. She is good at English literature and likes to write essays. She likes to communicate with people and be the leader of a team. However, she doesn’t feel motivated from school and is looking for new challenges.
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Julie NEW COLLEGE TEACHER
She finds that many students feel it hard to learn programming as the course goes into a more advanced level. Some of them complained that though they are willing to spend more time on it, they still find it hard to catch up with the class schedule. Julie is trying to find a way to uplift their interest in the course.
T.I. X _ A GUIDE OF REBRANDING
Eric BUSY WORKING DAD
Eric has been very upset since he found that his college son Micheal spent too much time on computer games in the past two semesters. Eric tried to persuade him out of the games but it didn’t work at all. Now he really wishes there can be some good club activity to attract Michael’s attention.
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Heidi MACHINE LOVER
Heidi is a coffe shop waitress. Apart from work, she enjoys making inventions in her garage. However she find it hard to get access to some tools and equipment. She’d like to talk to other engineers and designers to exchange ideas and thoughts.
T.I. X _ A GUIDE OF REBRANDING
Chris COMPANY RECRUITOR
Chris is a recruitor of a big and old manufacturer company. He is trying to recruit some young creative blood into their team and regain the company’s prosperity. He finds it hard to attract the youngsters against other new companies as they all rush there for job positions.
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T.I. X _ A GUIDE OF REBRANDING
We believe that, for the students, the best way of learning is through solving real problems in our lives.
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OUR PROCESS business strategy real world practice undertanding of consumer behavior/response
We believe that the best way of learning is through solving real problems in life. This chart shows how students can develop their own skills in the process of problem solving.Our brand is based upon the this model. The orange circle shows the process of problem solving, and the yellow circle shows what students can learn in this process.
THE PROCESS OF PROBLEM SOLVING WHAT CAN STUDENTS GET IN THE PROCESS
-Prototype test -Evaluation -Summery & report IMPLEMENTATION
4 3 PROTOTYPING
-Prototype building -Solution development
Skills of handicraftsmanship Independent thinking time management
T.I. X _ A GUIDE OF REBRANDING
research ability critical thinking observation knowledge/ information
-Observation -Problem finding -Problem definition DISCOVERY
1 2 BRAINSTORMING
-Idea generation -Solution sketches -Solution analysis
creative thinking imagination mentality expansion resources & inspiration
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creative thinking imagination mentality expansion resources & inspiration
2
BRAINSTORMING
-Idea generation
-Solution sketches
-Solution analysis
T.I. x is backed by our distinguishing history and well-known expertise in the computer science industry. We provide the most professional products, services, environment and experience to students who come to T.I. x for challengs in solving problems in our lives. Students as individuals and team can get what they need from our various kinds of activities and services.
SERVICE EXTENSION
EXPERIENCE
ENVIRONMENT
SERVICE
PRODUCT
research ability critical thinking observation knowledge/ information
-Observation
-Problem finding
-Problem definition
DISCOVERY
1
Game center (physical) Games (digital) Product starter kit*
Skill training programs Lab instructors Student gym
One on one tutoring
Project gallery
Online class mobile app*
Cross critique Workshop class T.I. product workshops
Tests
Study groups*
Business lectures
x
T.I. Product reveal conventions
Publications
Evaluation from experts
Classes
Stationary
Hackathon party*
Project consultants
Design competitions
Team projects
Theme parties
Science museum*
Mechanical workshop
Online database
Specialized computers
Creativity scholarships
Bring out passion
Computer Laboratory*
Help improve skills
Onsite library
Give access to knowledge
WHAT WE DO TO HELP THE STUDENTS IN THE PROCESS
* Details can be found in Chapter 04
Clubs and associations
Student union
Student lounge
Graduation show*
Lectures by visitors
Company tours*
Study abroad exchange programs
School shop
Student staff training
Internships
Build up connections Individual Team
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THE NEW VISUAL SYSTEM Logo Standards Type System Color Palette Graphic Elements Businesss System
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Chapter 03 _The New Visual System
LOGO STANDARDS
Two separate marks have been designed for the new brand, and each with different uses. They need to be used as provided without any alteration.
PRIMARY MARK
The most bold of the T.I. X marks should be used whenever possible. It is the most common usage of the logo.
RGB: 77 77 79 CMYK: 0 0 0 85 PMS: 433U RGB: 229 86 0 CMYK: 6 78 100 1 PMS: 158U
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A clear space needs to be left.
PRIMARY MARK ANATOMY
For ultimate visibility and impact, it’s important to retain a designated ‘clear space’ around the signature. The minimum clear area is shown below. It should never be intersected or intruded upon by any other graphic object or edge. Nor should it be enclosed in a shape. Maintain this clear space in all uses to give the signature the proper “breathing room” to visually stand out. “T.I.” and “X” should not be used individually as a trademark under any circumstance. It only appears in the primary mark.
The concept of the frame comes from the shape of the Periodic Table, which fits our theme of science. It remains the same width.
“X” represents the unknown. They are waiting for the students to come explore in the world of science. This white space takes half of the white part inside the frame. It is left to give a breath to the layout.
T.I. is the initials of Texas Instruments. They should be kept the same with the letters in the logotype.
T.I. X _ A GUIDE OF REBRANDING
3x
11x
x
3x
3x x
3/4x
6x 3x
14x
x
x
18x
x
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LOGOTYPE
The logotype is based on DIN Pro Black, and the “T”, “I” and “X” should be the same in shape and portotion with the ones in the primary mark. Leave a clear space.
T.I. X _ A GUIDE OF REBRANDING
Clear space
Logotype
48a
5a a
a a 11a
2a
5a
3/4a
a
83
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Chapter 03 _The New Visual System
LOGO APPLICATION
This is showing the correct use of the trademarks in different backgrounds. Standarizing color usage is very important for people to identify our brand. When it’s full environment, two colors are used; in single color environment, we usually use purple for the entire design; in black and white environment, all the parts are black or white when against black background.
< PRIMARY MARK >
full colors
colored background
black and white
black background
T.I. X _ A GUIDE OF REBRANDING
< SIGNATURE MARK >
full colors
colored background
black and white
black background
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INCORRECT USE
An important factor in creating and maintaining a visual identity is the consistent presentation of the identity elements. Therefore, the way the signature is displayed must be given careful attention. Shown below are examples of incorrect or unacceptable uses of the T.I.x trademarks.
Do not mix black with other colors in the same trademarks.
Do not outline the trademark.
Do not rotate the trademarks.
Do not disposition the elements in the trademarks.
Do not put shadow underneath the tradmarks.
Do not fill color thatâ&#x20AC;&#x2122;s outside of the primary palette.
Do not put a circle outside the trademarks
Do not overlay the trademark above any pattern.
T.I. X _ A GUIDE OF REBRANDING
Do not put the primary trademark together with the logotype.
Do not put the two words in a single line.
Do not move the letters.
Do not use other typeface in the trademark.
Texas Instruments x
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TYPE SYSTEM
Type plays an important role in our visual identity system. It must be used consistently along with other visual elements such as the symbol, logo, color, signature shape and publication formats to create and maintain the T.I. x look.
DISPLAY TYPE
ISONORM MN
_All caps
These “Isonorm” letters have always been primarily used for drafting purposes by architects and engineers. However, many graphic designers enjoy setting them in charts and graphs. This style is related to technology and design. All of the strokes of Isonorm have rounded endings, which shows a friendly look.
A BCDEFGHI JKL MNOP Q RS T U V W X Y Z 1234567890,./;’+
T.I. X _ A GUIDE OF REBRANDING
BODY TYPE
FF Unit _Light
FF Unit was designed by Erik Spiekermann and produced by Christian Schwartz. FF Unit’s tight and long shape goes well with FF Isonorm. It is modern looking, which is a good fit for the visual system of T.I. X —a young and inspiring new brand.
ABCDEFGHIJKLMNOPQR STUV W X Y Z abcdefghijklmnopqrstuv w x yz 1 2 3 4567890,./;’+< >
OTHER TYPE
UNIBODY-8 _All caps
Unitbody-8 is an eight bit font formed by squares with white lines in between. It’s a typeface that’s easily associated with computer technology. Since Isonorm also has a techno look, We are just using Unibody-8 as a font for captions.
ABCDEFGHIJKL NOPQRSTUVWXYZ 1234567890,./<>
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COLOR PALETTE
Color is a critical element in creating a memorable and lasting identity. It can be used to link certain information, and to offer the viewer visual cues for continuity and/or differentiation. Using this color palette will lend consistency to Mennonite Church USA communications.
PRIMARY COLORS
Primary color palette is made up of X-Orange (PMS 158U), Smart Grey(PMS 433U) and black. All are used in the signature. They reproduce consistently in a wide variety of applications, including the web.
PASSION ORANGE RGB: 229 86 0 CMYK: 6 78 100 1 PMS: 158U
SMART GREY RGB: 77 77 79 CMYK: 0 0 0 85 PMS: 433U
BLACK RGB: 0 0 0 CMYK: 0 0 0 100
T.I. X _ A GUIDE OF REBRANDING
SECONDARY COLORS
The graphic elements come from the pattern on integrated circuit board. We use the shape of dots and lines for a primary graphic element in our visual system.
TECHNO BLUE RGB: 54 164 185 CMYK: 73 17 24 0 PMS: 298U
NEON GREEN RGB: 175 214 80 CMYK: 36 0 87 0 PMS: 381U
SUNNY YELLOW RGB: 255 187 0 CMYK: 0 29 100 0 PMS: 116U
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GRAPHIC ELEMENTS
There are two kinds of visual elements that serve as a visual differentiator and uniquely identifies all T.I. x communication devices. This help create a vivid look for our brand.
PRIMARY GRAPHIC ELEMENT
A signature shape called the â&#x20AC;&#x153;x lineâ&#x20AC;? serves as a visual differentiator and uniquely identifies all T.I. X communication devices. This shape can be filled with color chosen from the color palette, contain type, or be used as a color block underneath the photography.
T.I. X _ A GUIDE OF REBRANDING
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SECONDARY GRAPHIC ELEMENT
The secondary graphic element comes from the pattern on integrated circuit board. The use of this element should be subtle and not compete with the contents.
T.I. X _ A GUIDE OF REBRANDING
CIRCUIT BOARD LINES Those lines are in either horizontal, vertical level, or 45/135 degrees to the horizontal line. Those lines have round corners with dots on both ends. They should only been used subtly for indication.
DOTS Those dots are from the dots from the circuit board lines. Some are outlined some are filled. The color are either Passion Orange (PMS 158U) or white in dark background.
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BUSINESS SYSTEM
The most fundamental business communication is the standard correspondence system (letterhead, business card, and envelope). And the signage system show how graphics are applied in a space.
STATIONARY SYSTEM
Pre-formated templates for creating letters and addressing envelopes and business cards are shown here.
2.125’’
3.5’’
Business cards and letterhead
T.I. X _ A GUIDE OF REBRANDING
4.125’’
9’’
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ENVIRONMENT APPLICATION
The most fundamental business communication is the standard correspondence system (letterhead, business card, and envelope). And the signage system show how graphics are applied in a space.
Apart from the the logo, the orange color and the element of dots will be applied throughout the environment.
T.I. X _ A GUIDE OF REBRANDING
FF Unit will be applied to the environment with orange or grey background. As shown is the library shelves.
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A LOOK INTO THE FUTURE Environment Product Experience Service
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Chapter 04 _A Look Into The Future
Environment
Product
Experience
T.I. X _ A GUIDE OF REBRANDING
In the future, how are we going to extend our business to better express our brand ideology?
Service
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ENVIRONMENT
01
COMPUTER LABORATORY STUDENTS CAN MAKE EXPERIEMENTS HERE BY PROTOTYPING AND TESTING THEIR DESIGNS.
Computer labotatory is one of the most important department in T.I.x. It is equipped with the most advanced technologies and machines. This experience is hardly to get from outside of a university lab. Students can try them under the instructions from the lab teacher here. There are also some classes teaching how to use the equipments.
T.I. X _ A GUIDE OF REBRANDING
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ENVIRONMENT ENVIRONMENT
02 02
SCIENCE MUSEUM THE SCIENCE MUSEUM IS AN OPEN PLACE TO THE PUBLIC SHOWING THE DEVELPMENT OF TECHNOLOGY IN HUMAN HISTORY.
Here people can see how the convenience that we are enjoying now is developed since the beginning. There are lots of interesting stories behind each invention. The museum has lots of multimedia formats to make people more engaging into the own experience. People will experience virtual games as if they went back to the history. The Science Museum will shorten the distance between the public and our brand.
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PRODUCT
01
ONLINE CLASS MOBILE APP WE ARE SHARING OUR IDEAS AND RESOURCES TO KIDS WHO ARE CURIOUS ABOUT THE SCIENTIFIC PHENOMENONS.
Our mobile app gives courses to a younger age audience group. Kids learn about the basics of scientific phenomenons and the knowledges behind them by playing the interactive programs. They will find science so fun and thus want to be our potential students after they start high school.
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PRODUCT
02
T.I. X _ A GUIDE OF REBRANDING
PRODUCT STARTER KIT WE ARE TRYING TO GET OUR PRODUCTS KNOWN BY MORE PEOPLE BY INTRODUCING THE PROCUT STARTER KIT.
The computer chips will no longer just stay inside the machines. We are trying to make our products be known by more people. The T.I.x starter kit is for people to try to figure out how semiconductors work. They can design their own mechanical objects.
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HACKATHON PARTY THIS IS ONE OF THE MOST EXCITING EVENTS THATâ&#x20AC;&#x2122;S HELD ONCE A SEMESTER.
Our hackerthon events are held in our student lounge. They are more like parties than traditional hackerthons. Contestants are divided into teams and try to solve some problems in creative ways. They are open to the students and teachers. There will be student DJ, and food and drinks are provided.
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COMPANY TOUR WE ARE SHARING OUR IDEAS AND RESOURCES TO EVERYONE IN THE WORLD WHO LOVE SCIENCE AND TECHNOLOGY.
Our mobile app gives courses to a younger age audience group. Kids learn about the basics of scientific phenomenons and the knowledges behind them by playing the interactive programs. They will find science so fun and thus want to be our potential students after they start high school.
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STUDY GROUPS IT IS A TIME WHEN STUDENTS HAVE QUESTIONS TO ASK SOME EXPERTS AFTER CLASS.
We invite experts from our product department and from outside of the school. They are very experienced in their professions. They are from not just limited to computer science industry, but also from places related to business, visual arts and other subjects are can help students to accomplish their works.
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GRADUATION SHOW IN THE FINAL SEMESTER OF THE PROGRAM, STUDENTS WILL BE GIVEN THE CHANCE TO SHOWCASE THEIR WORK TO THE VISITORS FROM COMPANIES AND UNIVERSITIES.
The graduation show is the biggest event for every T.I. x students who’ve been working very hard during the entire program, since it’s the great oppotunity to show their creativity and the abilities in problem solving to our guests from companies, univerisities and organizations. It is very likely to be offered an internship or even an university acceptance.
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