BOOK TWO VISUAL DEVELOPMENT
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BOOK TWO VISUAL DEVELOPMENT
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TABLE OF CONTENTS
CHAPTER O N E
REVIVE 10 OLD FACADE 12 PAST COMPETITORS 14 NEW COMPETITORS 16 CHAPTER T W O
LOGO DEVELOPMENT 18 KEY WORDS 20 CONCEPT DEVELOPMENT 22 REFINEMENT 40 THE NEW MARK 46 SIMILARITIES 48
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THE MORE WE LEARN ABOUT WHAT WE ARE, THE MORE OPTIONS WE WILL DISCERN ABOUT WHAT TO TRY TO BECOME. - Daniel Dennett., American philosopher, writer, and cognitive scientist
PREFACE
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CHAPTER ONE REVIVE OLD FACADE PAST COMPETITORS NEW COMPETITORS
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BEFORE WE CAN BRING CHANGE, WE NEED TO CHANGE. At livestrong, we are discovering scientific breakthroughs and applying advanced technologies to extend and significantly improve our lives. We are aiming beyond our limits and into the impossible. Before we can bring change to the human race, we need to embody the change. In the following pages, we’ll take one last look at our old facade, present the visual research, development, and refinements of the new face of our company.
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OLD FACADE Breaking down the past logo
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THIS LOGO HAS BEEN THE FACE OF OUR COMPANY FOR THE PAST FEW DECADES. Thanks to one of the most successful marketing campaigns benefiting a non-profit organization, our iconic golden yellow has become our household color recognized from afar. To become the leading, revolutionary company we promise to be, we need to forfeit this mark in light of a progressive look.
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PREVIOUS LOGO CH 01
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Pantone Pastels Neons Coated 810 C-0 M-235 Y-100 K-0 R-250 G-195 B-0 WEB#FFCC00
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PAST COMPETITORS The design challenge begins now
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Luckily the old facade doesn’t share the same “approachable,” lack-luster visuals that many cancer-care organizations pride on. Some of the reoccurring themes in these logos are humanistic. Humans are either symbolized through shapes or drawn in silhouette. The new logo should not fall in the same visual category as the organizations shown here.
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THE PAST COMPETITORS’ LOGOS CH 01
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THE NEW COMPETITORS The design challenge begins now
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The organizations shown here are companies that we’re striving to compete with. Most of the companies are experts in the field of biotechnologies. To stand out from the competition, the new logo should look remarkably different from these companies.
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THE NEW COMPETITORS’ LOGOS CH 01
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CHAPTER TWO LOGO DEVELOPMENT KEY WORDS CONCEPT DEVELOPMENT REFINEMENT THE NEW MARK
LOGO DEVELOPMENT
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EMPOWER BOUNDLESS IMPORTAL
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KEYWORDS
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Originally derived from the brand’s core The three keywords: empower, boundless, and immortal, originate from the soul of livestrong. It is our mission to overcome the limits of our bodily capacity. By using these keywords as inspiration, we can explore several visual concepts and ideas that pertain to our mission objective.
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EMPOWER Together as one, in unity
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livestrong’s vision has always been about empowering our patients, their loved ones, and the community. Empowerment still stands strong in the new direction of the organization. Our message of empowerment is even stronger and louder than before. The challenge here was coming up with symbols that evoke empowerment.
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LOGO DEVELOPMENT
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EMPOWER PENCIL SKETCHES (CONTINUED) CH 02
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LOGO DEVELOPMENT
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EMPOWER PENCIL SKETCHES (CONTINUED) CH 02
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BOUNDLESS Above and beyond the limits
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Our new vision embodies boundlessness. It’s important that the new mark represents in some way, shape, or form that any limits do not bind us. Rather, we’re driven by the existence of limitations and barriers. These explorations represent some insights we’ve discovered when trying to represent an element that is infinite.
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LOGO DEVELOPMENT
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BOUNDLESS PENCIL SKETCHES (CONTINUED) CH 02
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BOUNDLESS PENCIL SKETCHES (CONTINUED) CH 02
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IMMORTAL God-like strength & abilities
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Naturally, this keyword fits into our vision. Since our rebrand is influenced by Greek mythology, these explorations focused on Greek designs, patterns, motifs, and symbols. Although we didn’t pursue any further, it was worth exploring. Our reason being is because a mark heavily influenced by Greek mythology may seem limiting and dull in the long run. Our goal is to produce a logo that will stand the test of time.
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CH 02
LOGO DEVELOPMENT
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IMMORTAL PENCIL SKETCHES (CONTINUED) CH 02
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LOGO DEVELOPMENT
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TYPE TREATMENT Exploring letterforms that compliment the concept
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REFINEMENT Further exploration of the concept, “no-limits”
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NARROWING CHOICES Making artificial parts work as if they’re natural
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VECTOR-REFINEMENTS COMPUTER REFINEMENTS
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SYMBOL + LOGOTYPE
The first proposal of the new logo falls short. The enclosed logo in a hexagon does not represent the concept of infinite limits. Also, the treatment of the L letterform resembles the Lexus logo because of the way the letterforms bend in the corners. Additionally, the L letterform is not easily distinguishable.
2ND SYMBOL + LOGOTYPE
The second proposal departs the enclosure from the previous proposal. Here, the letterform, L is recognizable while the letterform, lies in the negative space. Here, the logotype is italicized to the same angle as the logo to compliment each other as a working pair.
LOGO DEVELOPMENT
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THE NEW MARK The new symbol of infinity
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The new logo combines letter forms of L and S in a symbolic representation of an infinite limit graph chart. The angle of the logo represents the progressive breakthrough in human biology. livestrong aims to be the premier leader in advancing the human genetic code into superior beings. This mark symbolizes the infinite possibilities we’ll unravel in the future of human biotechnology.
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SIMILARITIES Comparing similar visual veneers
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Not only do we strive to stand out amongst our new competition, but we also aim to singularize ourselves from other recognized and established logos. This research allows us to avoid visual clichĂŠs and redundant treatments. Furthermore, this helps us to avoid creating anything identical to what already exists.
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SIMILAR LOGOS 49
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LOGO DEVELOPMENT
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THE NEXT PHASE
WE’RE ACCELERATING OUR MOMENTUM. With our new mark that reflects our spirit, we can now be recognized on a global scale. In the next phase, we’ll detail how we shall be perceived to the world in the visual standards.
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Copyright Š 2016 Justin Lee
Typefaces Interstate Bold Gotham Book Palatino LT Std Roman Photography Therese Hansen Renata Sedmakova Alexander Lukatskiy VDV Sephirot17 Lucian Milasan Antonio.li Vladimir Korostyshevskiy
This is a non-commercial style guide and is intended for educational purposes only. This does not reflect or represent livestrong. This book was created as part of a project for Academy of Art University. 79 New Montgomery St San Francisco CA 94109 School of Graphic Design Nature of Identity - Fall 2016 Instructor - Hunter Wimmer
VISUAL STRATEGY GUIDE