BOOK THREE VISUAL STANDARDS
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BOOK THREE VISUAL STANDARDS
THE NEW MARK
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TABLE OF CONTENTS
CHAPTER O N E
v THE NEW MARK 10 LOGO ANATOMY 14 ALTERNATE VERSIONS 16 DIMENSIONS 14 INCORRECT USES 16 TYPOGRAPHIC STANDARDS 14 COLOR SYSTEM 16
CHAPTER T W O
MOVING FORWARD 20 GOD’S VIEW 22 ANNEXES 24
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CHAPTER ONE THE NEW MARK LOGO ANATOMY ALTERNATE VERSIONS DIMENSIONS INCORRECT USES TYPE STANDARDS COLOR SYSTEM
INTRODUCTION
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THE NEW MARK
THE NEW MARK OF LIVESTRONG REPRESENTS THE REVIVAL OF THE BRAND. The mark combines both the letterforms L and S. This combination represents how life and strength and coexist both symbolically and figuratively. The curvature of the letterform L represents the graph model of “no limits.” At livestrong, we strive to stand by the meaning of our mark and live by the meaning embedded in the design.
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THE NEW MARK
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LOGO ANATOMY LOGO BREAKDOWN
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MODIFIED LOGOTYPE CH 01
INDUSTRY BOLD LIVESTRONG LOGOTYPE
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ALTERNATE VERSIONS Introducing the new typefaces
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Our new mark exists in three versions. (A) One, the logotype accompanies the logomark. (B) Second, the logomark stands in solitude. (C) Lastly, the logomark is missing leaving only the logotype. Our of the three choices, it is best to use options with our logotype (A) and (C).
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(A)
COMBINATION MARK
(B) LOGOMARK (C) LOGOTYPE
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ALTERNATE VERSIONS (A)
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(B)
(C)
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DIMENSIONS Adapting to any environment
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As we move forward with our brand’s identity, it’s important to understand the use and treatment of our mark in several dimensions. The chart presents the use and treatment of our mark according to the size of the application in which it’ll be displayed on. Follow the diagram in respect to the size.
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LARGER THAN ONE INCH (>1”) 15
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SMALLER THAN ONE INCH (<1”)
SMALLER THAN HALF AN INCH (<0.5”)
SMALLER THAN A QUARTER INCH (<0.25”)
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INCORRECT USES Examples of what not to do to our mark
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LOGO DISTORTION IS NOT ALLOWED. livestrongâ&#x20AC;&#x2122;s logo should not be distorted or modified in any way. This applies to every element of the logo. Breaking these rules could lead to conflicts such as an unrecognizable identity of the logo and misunderstanding of the brand to viewers. The following are examples of alterations that must be avoided.
(A) OUTLINE (B) REDRAWN (C)
DROP SHADOW
(D) ORIENTATION (E)
ADDED EFFECT
(F)
MOTIF / PATTERN
(G)
READ-THROUGH HEADER
(H) STRETCH (I)
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CLER SPACE VIOLATION
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(A)
(B)
(C)
(D)
(E)
(F)
(G)
(H)
(I)
THE NEXT HUMAN EVOLUTION
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TYPOGRAPHIC STANDARDS Introducing the headline typeface
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Geogrotesque is a modern, semi-modular with a subtle rounded finish typeface. All the characters are based in the same formal principle with its corresponding optical adjustments, which makes it perfect for both print and digital legibility within the livestrong brand.
TYPEFACE FOR HEADERS
Geogrotesuque ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*()-+={}[]<>?/ 0123456789
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GEOGROTESQUE MEDIUM
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*()-+={}[]<>?/ 0123456789
GEOGROTESQUE REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*()-+={}[]<>?/ 0123456789 GEOGROTESQUE LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*()-+={}[]<>?/ 0123456789
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TYPOGRAPHIC STANDARDS II Introducing the subhead typeface
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Interstate is a neo-grotesque sans serif typeface based on the signage alphabets of the U.S. Federal Highway Administration. The story behind using this typeface is to emphasize the interconnected parts of the human body that reflects the interconnected annexes of our organization.
TYPEFACE FOR SUBHEADS
Interstate ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$^&*()-+={}[]<>?/ 0123456789
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INTERSTATE BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$^&*()-+={}[]<>?/ 0123456789
INTERSTATE REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*()-+={}[]<>?/ 0123456789 INTERSTATE LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*()-+={}[]<>?/ 0123456789
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TYPOGRAPHIC STANDARDS III Introducing the body copy typeface
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Palatino lt std is an old-style serif typeface that is based on the humanist types of the Renaissance. The design of the typeface shares the similar characteristics from the original Greek typeface. This is fitting for the new brand that pairs well with our Greek marble statue imagery.
TYPEFACE FOR BODY TYPE
PALATINO LT STD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*()-+={}[]<>?/ 0123456789
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PALATINO LT STD BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*()-+={}[]<>?/ 0123456789
PALATINO LT STD ROMAN
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*()-+={}[]<>?/ 0123456789
PALATINO LT STD SMALL CAPS
abcdefghijklmnopqrstuvwxyz !@#$%^&*()-+={}[]<>?/ 0123456789
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COLOR SYSTEM Introducing the new colors
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The new livestrong palette offers a range of expression that allows you to communicate clearly and confidently. Our colors are progressive and powerful—traits that speak true to the livestrong soul.
COLOR PALETTE
OLYMPUS GRAY
BOLT GREEN
BLACK
PANTONE 663 C
PANTONE 2297 C
PANTONE 6 C
C-0 M-0 Y-0 K-6
C-20 M-0 Y-90 K-0
C-0 M-0 Y-0 K-0
R-239 G-239 B-239
R-205 G-255 B-25
R-0 G-0 B-0
WEB FF FF FF
WEB CC FF 00
WEB 00 00 00
SYSTEM COLOR PALETTE
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CHAPTER TWO MOVING FORWARD GODâ&#x20AC;&#x2122;S VIEW ANNEXES
THE MOVING NEW FORWARD GENERATION
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MOVING FORWARD A glimpse into the future of
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livestrong
AS PART OF OUR REBRANDING INITIATIVE, WE’RE ALSO PRESENTING A GLIMPSE INTO THE WHOLE ORGANIZATION. We’re extending our products and services into four sectors: technological, experiential, medical, and retail annexes. The chart on the following page will graph out in detail where these products and services exists and how they fit in our ecological infrastructure.
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GOD’S VIEW TECHNOLOGICAL EXTENSIONS
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EXPERIENTIAL EXTENSIONS
LIVESTRONG X SPACEX
E1
LIVESTRONG X OLYMPICS
T2
LIVESTRONG X ALPHABET
E2
PHILIPPIDES’ CHALLENGE
T3
HELICON LABS
E3
OLYMPUS ARENA
T4
TITANS ROBOTICS LABS
E4
LET CHAOS REIGN
T5
GAIA LABS
E5
APOLLO STUDIOS
T6
THE EROTES
T1
MEDICAL EXTENSIONS
RETAIL EXTENSIONS R1
LIVESTRONG X THE NORTH FACE
M2 NEMESIS
R2
KRATOS ARMOR
M3
HERCULES’ LIMBS
R3 TELESPHOROS
M4
PANACEA’S CURE
R4 TITANIDES
M1
PAEAN CENTER
M5 PROMETHEUS
R5
APOLLO STORES
M6
THEIA VISION
R6
CHIRON PHARMACY
M7
CALLIOPE’S VOICE
R7
LIVESTRONG TITANS
M8
ACESO’S PROCESS
R8
THE MUSES’ ORDER
M9
PROTOGONOS POOL
R9
POSEIDON’S AURA
M10 PROTEUS PROGRAM
R10 ATHENA’S SHIELD
M11 ANANKE’S COUNSEL
R11 ASCLEPIUS’ GIFT
M12 ACHILLES THERAPY
R12 ATHENA’S THOUGHTS
M13 JUVENTUS RECOVERY
R13 HYPNOS
M14 LIGHT OF IRIS
R14 METIS RECOVERY
M15 MUSES’ PRESCRIPTION
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M9 R1 R5
M8 M10
R2
T3 M12 R9
M11
R1 E3
M2 M1 M4
M5 R6
R3 M13 R2
E2 M3
R4
T5
M6 T4 M72 E5
E6
R5 R3
R8
R7 R10 R6
R4
MOVING FORWARD
T1
E4 T2
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ANNEXES TECHNICAL ANNEXES
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(T1) Livestrong x SpaceX COLLAB
(T2) Livestrong x Alphabet COLLAB
livestrong is teaming up with SpaceX to bring humans to Mars by 2020. All future residents of Mars will be physically and mentally conditioned by livestrong’s Training Program.
Livestrong is teaming up with Alphabet to provide programs and products that aim towards advancing human technology and creating new experiences for humans.
(T3) Helicon Labs ENVIRONMENT
(T4) Titans Robotics Lab ENVIRONMENT
Also known as the House of Muses, Helicon Labs are livestrong’s research facilities housing doctors, scientists, and researchers who are out to find new ways to stretch the limits of our minds and body to achieve ultimate invincibility.
Designed and grown in our hospitals, our prosthetics generate power from the patients blood flow. This omits the need for bulky batteries and it stimulates the sense of touch back to the patient’s body.
(T5) Gaia Labs ENVIRONMENT Gaia Labs are production facilities where we produce our goods and services. From bionic limbs to engineered supplements, the facility houses our factory equipment as well as the Helicon Labs.
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EXPERIENTIAL ANNEXES
(E1) Livestrong x Olympics COLLAB
(E2) Philippides’ Challenge EVENT
A new league of superhumans will compete in the advanced Olympics every four years with both Summer and Winter Games. The advanced Olympics will test the new boundaries of superhuman strength and abilities.
Our ultramarathons are endurance sports events composed of four rotating disciplines: cycling, running, swimming, flying. Contestants undergo rigorous training at our training camps before they compete in these events.
(E3) Olympus Arena ENVIRONMENT
(E4) Let Chaos Reign
livestrong’s training camp, Olympus Arena is a facility focusing on both physical and educational training. Our facilities offer equipment and programs for both physical and mental endurance. The arena is where our patients can test their new skills, modifications, and mental agility.
For a whole week, livestrong members live and celebrate in treacherous environmental conditions along with celebrity sponsors and organizations. This is the annual festival celebrating human advancement breakthrough.
(E5) Apollo Studios ENVIRONMENT
(E6) The Erotes SERVICE
Apollo Studios is our media production facility where our current and treated patients get to perform their enhanced abilities in front of cameras and a live studio audience.
At Livestrong, we believe strength comes in pairs. In junction with the Proteus Program, The Erotes program matches our patients with other patients in our network. Using our sophisticated algorithm, we match couples based on their genetic compatibility and what will garner promising offsprings in the future.
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EXPERIENCE
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MEDICAL ANNEXES CH 02
(M1) Paean Center ENVINRONMENT
(M2) Nemesis PRODUCT
Our hospitals are named after Paean, the physician of the gods. This is the epicenter of modern human evolution. At Paean Center, both of our regenerating and accelerating patients undergo operations and trials.
Patients who are quadriplegic can now regain control using our nerve regenerator. Our ingestible nanorobots selfassemble into nanofibers that repair and restructure the human nervous system.
(M3) Hercules’ Limbs PRODUCT
(M4) Panacea’s Cure ENVIRONMENT
Designed and grown in our hospitals, our prosthetics generate power from the patients blood flow. This omits the need for bulky batteries and it stimulates the sense of touch back to the patient’s body.
We’re teaming up with doctors and researchers who are making groundbreaking discoveries in the field of medicine. We will race with pharmaceuticals to discover new cures for existing and incoming diseases.
(M5) Prometheus SERVICE
(M6) Theia Vision PRODUCT
The Prometheus program is open to patients living with a mental disability or for those who want to stimulate their mind to perform at optimal peak levels. This service extracts any adnormalities in the patients brain such as Alzheimer’s Disease or schizophrenia.
livestrong’s Theia Vision Program offers a range of products from military-grade, purpose-built prescription eyewear, contact lens to whole eye transplant. These smart wear products offer the highest protection of your eyes while providing perfect visual acuity.
(M7) Calliope’s Voice PRODUCT
(M8) Aceso’s Process ENVIRONMENT
For patients who have lost their ability to speak, livestrong’s phonetic speech devices provides an authentic audible voice. Patients can use and exercise muscles in their chest, jaw, neck, and tongue to speak in their new natural voice.
Acesco’s Process is a clinic, a sub-branch of our hospitals. All patients are required to undergo consultations hosted by our doctors, physicians, and researchers. It’s important for our patients to know their options as well as their financial obligations for their operations.
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(M9) Protogonos Pool SERVICE
(M10) Proteus Program SERVICE
The Protogonos Pool is an educational service provided by livestrong offering expecting and prospective parents groundbreaking options for their baby’s emotional, physical, and mental strength levels.
Our genome design program allows our patients to design their genetic framework or their future expecting family. These services allow our patients to add or eliminate any unwanted or desired features such as eye color, height, life expectancy and diet.
(M11) Ananke’s Counsel SERVICE
(M12) Achilles Therapy SERVICE
Our drug counsel is a service dedicated to patients who are overcoming drug abuse. This is not to be confused with traditional rehab centers. Our drug counsel program relies on the use of medicine and mental training to overcome the battle of drug abuse.
livestrong’s Achilles Therapy program allows our patients to extract any imminent diseases, allergies, and muscle degradation through genetic engineering therapy. Any weaknesses found during the clinical assessment review can be considered for this program.
(M13) Juventus Recovery SERVICE
(M14) Light of Iris SERVICE
Juventus Recovery is a service focusing on longevity. This is not to be confused with services provided by dermatologists. Rather this program is a service to our patients who want to extend their life expectancy by slowing down cell degradation and jump-shock cell regrowth throughout the human body.
The Light of Iris program opens the door for artificial selection using genetic technologies developed in our Helicon Labs. Transhumanism is made possible in part by giving our patients the power to choose their new traits and abilities. Patients can choose to increase their physical attractiveness, health, and their intelligence.
(M15) Muses’ Prescription SERVICE This program focuses on pharmacogenomics, the study of one’s effectiveness to a drug based on their genetic code. This program ensures that our patients are prescribed to the world’s leading made-to-measure drugs for recovery.
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RETAIL ANNEXES CH 02
(R1) Livestrong x North Face COLLAB
(R2) Kratos Armor PRODUCT
The North Face brand will provide industry-leading smart wear and fuse it with livestrong’s technology to provide protection, assistance, and comfort.
Kratos Armor is a product line offered to both regenerating and accelerating patients to build strength and physique with minimal effort. Our products uses electrical stimulators to break down and repair muscle fibers with minimal effort.
(R3) Telesphoros SERVICE
(R4) Titanides PRODUCT
For both our regenerating and accelerating patients, our incubators provide record recovery in less than an hour. Before, bed rest and medicine were the only outlets for recovery. These incubators are programmed to treat specific areas in the body with trained technicians.
Our supplements are engineered to replace meals for our patients with optimal nutrition. These supplements are guaranteed to show results in both our patient’s mental and physical performance.
(R5) Apollo Stores ENVIRONMENT
(R6) Chiron Pharmacy ENVIRONMENT
Our livestrong Apollo Stores are spaces where we attract new clients to sign up for the livestrong experience. The spaces in our stores showcase the pantheon of services and experiences provided by livestrong.
The Chiron Pharmacy is catered to our patients in both the regenerative and accelerate program at livestrong. This pharmacy works closely with patients in clinical trials and in our hospitals undergoing treatment.
(R7) Livestrong Titans PRODUCT
(R8) Muses’ Order PRODUCT
Livestrong Titans is a line of consumer products for the general public that ranges from sports wear to lifestyle attire. Our performance line works hand-in-hand with our wearable technology being developed in our labs.
Similar to Muses’ Prescription, Muses’ Order are a line of smart drugs that improve the patients’ memory, learning and mental abilities by using substances called cognitive enhancers. These drugs give boost in mental agility by increasing the cerebral circulation and brain metabolism.
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(R9) Poseidon’s Aura SERVICE
(R10) Athenas’ Shield ENVIRONMENT
Based on a significant discovery from the Helicon Labs, our scientists have found a way to alter our behavioral traits. That means Livestrong can now alter the genes that influence personality traits and disorders.
The Athenas’ Shield is a medical service that grants the ultimate protection against pregnancy and sexually transmitted diseases. During intercourse, the body that underwent the treatment will boost its immune system without the use of wearing protection.
(R11) Asclepius’ Gift PRODUCT
(R12) Athena’s Thoughts PRODUCT
As our understanding of the brain improves, so does our Athena’s Thoughts is a brain-connected system via devices ability to control it. With Asclepius’ Gift, we can directly link that uses real-time sensors to power applications using the the patient’s damaged brain to a machine known as a brain- patient’s concentration. Some applications include personal computer interface and allow the body to move freely. It can laptops, self-driving vehicles, and drones. This gives the also directly connect to our products such as Hercules’ Limbs ultimate mobility to patients who are physically immobile. for patients with prosthetics.
(R13) Hypnos SERVICE
(R14) Metis Recovery SERVICE
Hypnos works in junction with other products and services focused on neurology. Hypnos scans the vast channels and systems of the patients’ brain. If the patient is suffering from a memory loss or from neurological disorders such as PTSD, Hypnos can pinpoint the area of focus in the patient’s brain and proceed with the next phase for recovery/extraction.
Metis Recovery scans the patients’ brain to create a backup of their thoughts, memories, knowledge, and experiences. These backups don’t serve as recovery savepoint for patients in case of Alzheimer’s disease or death. Rather it acts as a collection of the patient’s memories.
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THE NEXT PHASE
INTO NEW HORIZONS. The next phase takes place on our website where our protoypes covered in our annexes will be described in full detail. For more information, please visit:
intotheimpossible.com
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END
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Copyright Š 2016 Justin Lee
Typefaces Interstate Bold Gotham Book Palatino LT Std Roman Photography Evgeny Atamanenko tugolukof Razoomanet alexmillos
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