PROCESS BOOK
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LOGO
LOGO
GRAPHIC STANDARD
GRAPHIC STANDARD
CONTENTS PACKAGING
25 Assignment
33 Assignment
7 Research
26 Graphic Standard
34 Creative Brief
8 Word List
31 Revisions
37 Research
10 Sketches
40 Sketches
12 Thumbnails
44 Prototype
18 Final Logo 1
46 Final Packaging
20 Redeisgn
48 Design Analysis
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5 Assignment
22 Final Logo 2
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LOGO GRAPHIC STANDARD
ASSIGNMENT Design a mark for a grocery product that is Environmental cleaning product, Health product or Dry Food item (no cookies or cereal boxes). Item must be approved by instructor. Challenge yourself and explore abstract notions as well as pictographic ones. You may overlap, overlay, or combine your letterform with another shape or subtract shapes from your letterform.You
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can even change the outline of the type. This project requires the close examination of form and meaning. Begin with a single letterform or symbol to create a mark.The mark should express and visually communicate the unique qualities of the company’s service or product.
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LOGO GRAPHIC STANDARD
RESEARCH In order to begin this assignment, I first had to research the different types of dry food and
research, I learned that not only do deodorant sticks use an excess amount of plastic for the
health products on the market and decide on one that could benefit from a branding and
amount of product, but they also use a variety of plastics for the different components. The
packaging redesign.
cap, tube, and rotating mechanism are constructed of different types of plastics making it
those kinds of products. Some products I looked at were shampoo, toothpaste, hand soap, and hair gel. For the most part, these all related in terms of packaging. Most commonly they
extremely difficult for the stick to be recycled cheaply and effectively. More often then not, the stick ends up in the trash because consumers do not know which parts to recycle where. When they are recycled, the different plastics must be sorted which costs money.
appear on the shelf in tubes or bottles made of plastic. Although this was something that can
Another issue with current deodorant products is that they contain harmful chemicals and
definitely be improved, for the most part a bottle that you squeeze something out of is a pretty
unnatural substances that have been shown to pose potentially serious health risks. Although
efficient design.
there are natural options on the market, they are hard to find in stores and more often then
Then one day I was putting on deodorant, and it kind of dawned on me that deodorant is one
not cost up to 3 times more than the chemical versions.
product that varies from the others in its form and container. Rather than just squeezing out
After gathering this information, I decided to created a deodorant brand that would use
the contents, deodorant sticks require a mechanism to advance the product as you use it. This
completely natural ingredients and packaging that is sustainable and innovative.
makes the actually packaging much larger than the amount of product it contains. Through Process Book |
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From the beginning, I was most interested in health products, so I focused my research into
WORD LIST Before I could begin to design, I had to first come up with a brand name. For me, I found it difficult to create a company name without considering the logo too. I tended to switch between brainstorming ideas for logos and companies, and trying to relate certain words to how they could be represented graphically. One of the first steps was to generate as many ideas as quickly as possible, using a word list exercise. I made various lists of related words using main key words that related to my product. From there I tried to connect the different words into ideas that could become the company name. Throughout this process I simultaneously made small sketches.
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GRAPHIC STANDARD
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SKETCHES Sketches were an important part of the process because it allowed me to quickly try out ideas
I then turned my focus towards sketches that played with the word PURE in different form,
and see how logo and word could be related. I did a wide range of sketches, sometimes
as well as different symbols and marks that could play off it. I decided to use the symbol of a
beginning with a specific company name in mind, and other times starting straight with a
water drop combined with a leaf, to convey the idea of a brand of deodorant that is natural and
sketch of a shape or graphic. At the beginning of this process I was a bit overwhelmed and
keeps you dry.
became stuck on a few specific company names, and many of my sketches related to these. For some reason one name that really stuck was “sweet porcupine�. I liked this name because it was quirky and incorporated an animal, to related to the natural aspect of the company I wanted to create. After a few other dead ends, I eventually decided I wanted to single word name, and came up with the word PURE. I felt this conveyed all of the aspects of the company that I wanted to design.
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GRAPHIC STANDARD
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THUMBNAILS The next step was to take my sketches and bring them into Illustrator. Here I played with different styling of the word “pure� as well as different ways to treat the mark. I knew I either wanted something bold and powerful, or something more organic and natural.
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LOGO
GRAPHIC STANDARD
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THUMBNAILS I decided to go with something more bold more for the word, and settled on the typeface Universe. Not only is it one of my favorite typefaces, but the multitude of families would give me lots of flexibility throughout the project. Here I have narrowed down to Universe 59 Ultra Condensed. Also, from my sketches I knew I wanted to place the leaf/droplet in the counter of the “P� or flying off the front of the logo. I mocked up both for a mini critique.
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LOGO
GRAPHIC STANDARD
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THUMBNAILS After the first critique the majority of the class felt the leaf/droplet placed in front of the word was most effective, because it gave the logo more visual interest as a whole and was less static. At this point in the project, I decided to make the brand I was creating specifically tailored toward athletes, since it is something I can personally relate to. I felt that Univers 67 Bold Condensed Oblique really evoked a sense of motion and action that would be associated with a brand for athletes. I presented both to class for critique, and the consensus was that the oblique styling really worked for the identity of the brand.
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LOGO
GRAPHIC STANDARD
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FINAL LOGO My final logo design incorporates the word “PURE� in Univers 67 and two blue leaf/droplets flying off the front of the word. This color was chosen because out of the colors I played with in my studies, I found that the blue, along with the gray subtext worked well to create a refreshing and pure feeling logo.
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LOGO
GRAPHIC STANDARD
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LOGO REDESIGN After the first assignment, we were allowed to go back to your logo and make any revisions that people had commented on during final critique. Although my logo was successful, I personally felt like the mark could be redesigned to be more modern. So, I started sketching new ideas and came up with the idea of a single leaf that was split along the center, with the right half representing a water droplet.
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LOGO
GRAPHIC STANDARD
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FINAL LOGO My final logo incorporates the same treatment of the type from my original logo, with the new leaf/droplet icon. The mark is placed above the word for a sense of unity. I stuck with the same color blue, and added a green to the left side of the leaf. The final logo is modern, dynamic, and represents the key aspects of the company I want to design.
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LOGO GRAPHIC STANDARD PACKAGING
Pantone P 179-9 U Pantone P 154-16 U Pantone P 121 -15 U
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LOGO GRAPHIC STANDARD
ASSIGNMENT Based on your mark or logo design, you will design style sheets for the business system’s graphic standard consisting of: showing dimension ratios for the use of the logo to the type, applications to corporate correspondence, marketing environment, specific font usage and color guides, applications for labeling, packaging, signage and vehicle application. Explore
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the position of the mark, consider the font you use and layout of all applications. Research information that is needed on these pieces by looking at other systems. This requires the examination of the application of your mark or logo in different formats, layout, position of identity and repetition. The system should express and visually communicate the identity of the branding.
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LOGO USAGE DESIGN ELEMENTS
LOGO CONFIGURATION
The PURE logo refers to the specific, identifying graphic comprised of the word forms and
The PURE logo exists in two versions that allow for use in a variety of situations. The approved
the mark. The mark is an integrated leaf and water drop in a graphic look depicting nature and
versions and their preferred usage are as follow:
athletic movement that, when combined with the name, conveys a clean, athletic, and natural product. The word form is set in Univers 67 Bold Condensed Oblique.
MARK AND TYPE
The logo is not only a symbol, but also a piece of artwork that should not be reproduced in
This is the preferred version of the PURE logo. It should be used for most forms of
type or used in body copy, headlines, or the possessive, plural, or as a part of another word,
communications.
nor should it ever be altered in any way. Refer to the diagram below for sizing and proportions.
A
A
3 times word cap height
MARK ONLY For certain applications, the mark can stand alone. Use this version is association with other information like the company website. The mark should also be used alone at sizes when the A equal to the stroke width of the word PURE
word becomes difficult to read.
1/3 of droplet height
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PURE Graphic Standards Manual
PURE Graphic Standards Manual
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CLEAR SPACE
LOGO COLORS
To ensure maximum impact, all applications of the PURE logo must include clear space
It is preferred that the PURE logo be used in its color format of green and blue on a white
around the logo equal to the width of the “E” in the wordmark.
background. When a color format is not practical, the black, grayscale, or white versions on the
GRAPHIC STANDARD
LOGO USAGE
LOGO
LOGO USAGE
next page may be used instead.
COLOR FORMATS
Spot Color*
PMS 369
PMS 320
4-Color Process
C:
C: 100
Electronic/RGB
67
M: 12
M: 11
Y:
100
Y: 38
K:
1
K: 1
R:
0
R: 0
G:
167
G: 53
B:
68
B: 108
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* Spot colors and their formulas are based on Pantone Coated colors. For color specifcations for use with uncaoted stocks, contact Public Relations & Marketing
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LOGO USAGE LOGO BACKGROUNDS
ALTERNATE APPLICATIONS
The PURE color logo should always appear on a white background if possible. When this is not
The following are examples of acceptable alternate logo color usages when full-color usage is
possible, the bakground should be clean, clear and solid (void of any patterns and variations
not possible or practical as on a solid colored background or in a newspaper.
of color). However when necessary, the background image may be altered to make the logo more visible. It is not acceptable to alter the logo. If the color of the background is a darker color, use the white version of the logo. COLOR FORMATS PROPER USES
(reversed out of dark color)
BLACK
GRAYSCALE
IMPROPER USES
For professional printing applications, the PURE logo may be embossed or reproduced using a varnish, but should not exist in any color configurations other than provided in this manual. For specific questions please contact Public Relations & Marketing.
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PURE Graphic Standards Manual 13
LOGO
BUSINESS SYSTEM STATIONARY Any correspondance on behalf of PURE must utilize the apporved business system preprinted
GRAPHIC STANDARD
stationary, wich includes letterhead, envelope, and business card.
www.pure.com 5565 Pizza Dr. Seattle WA 98166
Mr. Charles Brown Widgets Galore, Inc.
www.pure.com 5565 Pizza Dr.
987 Widget Street Miami, Florida 33111
Seattle WA 98166
Mr. Charles Brown Customer Service Representative Widgets Galore, Inc. 987 Widget Street Miami, Florida 33111 Dear Mr. Brown: I am writing you concerning a recent purchase of widgets. Approximately two weeks ago, on October 1, I ordered a total of 50 widgets for Company, Inc. via the Widgets Galore client webpage. I received an email notification two days later confirming the receipt of payment and the shipment of the widgets. According to your website, shipments should reach their destination within 3-5 business days of being sent, but I have yet to receive the widgets. Do you have any information on what may have happened to delay the shipment or where the shipment is currently? I have worked with Widgets Galore, Inc. in the past and have the greatest confidence in your products and customer service. We need the shipment of widgets soon, however, and I hoped you might be able to provide me with an idea of when I can expect them. Thank you in advance for any help you might be able to offer. Sincerely,
Bruce Wayne Vice President of Pure, Inc. (206) 254-6609 b.wayne@pure.com
Letterhead
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mail b.wayne@pure.com cell (206) 254-6609 WWW.PURE.COM
address 5565 Pizza Dr. Seattle WA 98166
BRUCE WAYNE CEO
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#10 Envelope Business Card
PURE Graphic Standards Manual 19
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ADVERTISING MARKETING MATERIALS
DRAWSTRING BAGS
The PURE logo should adhere to the guidlines presented in this manual for all advertising applications. The following are some examples of how the mark can be applied to various marketing tools.
T-SHIRTS
SHIPPING TRUCK WW W. PURE.CO W CO M
WW W. PURE.CO M
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PURE Graphic Standards Manual 21
LOGO GRAPHIC STANDARD
REVISIONS My oriningal grpahic standard did not include a cmpany website. I created a mock up to reflect the brand identity, and show the kind of contnet customers would be able to
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access.
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LOGO Developing your research component, requires checking resources, observation, surveys,
not have a consumer loyalty to its brand, such as, household cleaning products, over the
recording and documentation, ethnology, dated articles, updated articles, design
counter health products; cold medications, dental hygiene, feminine products, and dried food
implementation, demographics and then compiling all the information into a recorded form.
items, such as, pasta and baking ingredients. You will begin by compiling a list of words that
Product purchasing, shelf displays, are also helpful in determining the aesthetics of the
describes the food item or words that identify with the product. Along with this, think about the
packaging.
sustainability of the packaging and materials used to manufacture different types of packaging. Create another list of words that describes the labeling and packaging of the brand that you will create. Based on these lists, you will conduct your research on the clarity of information, design the brand, logo, the packaging/labeling, and investigate the user experience and
Another criteria for this assignment is that the package design must be inspired by biomimicry – innovation inspired by nature. Research the relationship of biomimicry to your design. Be observant of your surroundings.
background information of recycling, compostablility and sustainability.
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For this assignment, you will be only working with packaging for generic food items that do
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ASSIGNMENT
CREATIVE BRIEF
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CR E AT IVE
BR IE F
1.
LOGO
P R O J E C T : Pure Antiperspirant Needs Define need: Where project fits in support of sales strategy. Pure Antiperspirant is an environmentallly friendly, all natural, and afordable antiperspirant and doedorant for athletes. It provides all of the moisture absorption and smell protection of he leading sports deodorants with no chemicals or artificial substances. Finally, Pure Antiperspirant is packaged in 100% compostable materials. Project Objective Should be measurable, indicate what you’re trying to accomplish.
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2.
The objective of this product it to greatly reduce the amount of waste generated from doedorant tubes and to reduce exposure to the harmful chemicals in typical sport deodorants.
3.
Project Strategy Describe briefly what the project will be when completed (i.e., brochure, magazine ad, display unit, plus physical dimensions). The completed porduct will be a small tube of natural antiperspirant, about the 2.5 inches by 5 inches. It will feature a soft tube similar to toothpaste, and a perfreated cap that allows a small amount to be squeezed out and applie. The product will be sold on in the health aisle of grocery stores, cosmetic store, and department stores.
4.
Background Describe the current state of the market, the product/service, how it is used, how the niche it will fill – is filled today, and any other information you think will put the product/service in perspective. Current deodorant products contain harmful chemicals and unnatural subsstances that have been shown to pose potentially serious health risks. Although there are natural options on the market, they are hard to find in stores and more often then not cost up to 3 times more than the chemical versions. Both natural and unnatural forms are pakcaged in plastic tubes or containers that, although they are recyclable, tend to end up in the trach because the consumer does not know which parts to recycle where.
5.
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Message One clear, simple message for the reader to walk away with. If he/she remembers only one thing, this is it. Typical deodorant products stink when it comes to there impact on the environment. Which is ironic, because its deodroant. Pure Antiperspirant not only keep your pits clean, but much more importnatly the planet that we live on.
6.
Audience List by job title or classification and/or market and application. Include hot button(s) for each segment. List only the important segments. This product is aimed at athletes of all levels, from professionals to students. Pure Antiperspirant comes in both male and female scents. The target age group is teenager to adult.
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LOGO I also researched the types of deodorant products that are currently on the market. The majority
of different kinds of biomimicry and think about how this could relate to packaging. The two
of deodorants take one of two forms: stick or spray. These types of packaging are what most
main case studies I focused on were the cocoon and the pea pod. Both of theses natural
big name brands like Degree and Secret use. I also found that a lot of companies that advertise
enclosures have properties that I thought could be applied to packaging. First, they are casings
all natural deodorant products use a variety of methods differing from these traditional two.
that grow and change shape to fit exactly what is inside. They protect and care for the object
These include paste, which is applied with a little spatula, and deodorant stone. I was most
inside, and they can be removed when necessary. I was especially interested in how both the
interested in the deodorant stones, which are small puck shaped pieces of deodorant similar to
cocoon and pea pod were formed to exactly fit the shape of what they help inside. This makes
a bar of soap. Deodorant stone are applied by simply picking up the stone and rubbing it under
for an extremely efficient use of materials, and a secure and snug enclosure.
your arm. There is no need for containers of tubes.
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One of the first steps to designing the packaging for my product was to research case studies
GRAPHIC STANDARD
RESEARCH
COCOON
ORRB
Caterpillars and other metamorphic insects
Orrb by Lee McCormak was deisgned as
from cocoons from silk, twigs, small pieces of
a response to the modern idea of an open
vegetation, and animal materials. Depending
office. The designer belives that office
on the species cocoons can be soft or hard,
workers are “constantly bombarded with
solid or meshlike, translucent or opaue, and
information overload and need a private
various color.
space� to do things like focus, relax, and
The main purpose of the cocoon is to protect and encase the insect while it is in the pupa stage, or undergoing transformation. The instect fits the cocoon exactly to its own form in order to isolate itself from the outside envrionment. Some species include special hairs in the makeup of the cocoon that detract predators and external threats.
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study. Just like a cocoon protects the pupa from external disruption while it develops, the Orrb insulates humans from the disruptions of the workplace.
PATTERNS
LOGO
PORTABLE CLASSROOM
The pea is a common dry fruit that is
These portable classrooms designed
characterized by it long narrow sac known
by Perkins and Will Architects takes
as a pod. The peapod serves both as a
inspiration from the function of the
home to the individual peas as the mature,
peapod. The architects viewed the
as well as a container that protects them
classroom similar to the way a pod works
once they are ripe. The pod begins by
for the seed, providing an envrionment
holding the seeds while they develop.
to grow and develop, while being able
At this stage the pod not only protects
to adapt as the seeds grow. The portable
the seeds, but provides pathways for the
classroom design allows the space to be
transfer of nutrients as well as metabolize
transformed and adapted depending on
storage products for the seeds. As the
what stage of learning students are at and
seeds mature the pod exapands and
for particular activities. The portables also
adapts to fit the mature fruit.
adapt to changing external conditions to
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PEAPOD
PATTERNS
ensure the students have optimal learning conidtions
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SKETCHES Based on my research, I knew I would need some form of casing for my deodorant rocks. Because PURE is an athletic brand, consumers would be throwing it into their gym bag, and using it at sporting events, and taking it places other than just the bathroom at home. Therefore it would require something to protect the deodorant from picking up dirts and rubbing against other items. I began to sketch different ways I could design a protective sheath for the my product.
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LOGO
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SKETCHES Some of my original sketches were based around the idea of using some short of cardboard box or paper tubing. As I continued to do research on different types of biomimicry and how it can be applied to packaging, I shifted my design to something more formed around the product itself. I played with the organic egg-like shape because it seemed more natural and organic, as well as more ergonomic for the hand. Just like the pea pod and cocoon, I wanted my design to waste little material and be formed exactly on what was inside. I also wanted something to be protective, but not needlessly so. Finally, likely the pea pod, my packaging needed to be easy to open and access the contents, while still keeping it secure. I came up with a few different ideas for this packaging. One of my first ideas was having some sort of material wrapped around the deodorant that could be peeled back, like the skin of a corn husk. Another idea was to use wax to mold a sleeve that would encase the deodorant,
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similar to those cheese wheels. The idea I decided I like the best however, was to use a plastic material to create a shell. This shell would be in two parts, that could be separated to reveal the deodorant inside. I wanted to use plastic because it could be reused. The deodorant stone could be purchased by the consumer separately to refill their shell once it ran out. This way the amount of packaging waste is minimized, and it is cheaper for the consumer. I played around with different forms and shapes in sketches. I also came up with ideas for the design of the boxes that the refill packs would come in.
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PROTOTYPE I created prototypes to play around with different forma factors and sizes, and to get user feedback. Most people that held my mockup felt like it was a good shape, but that the overall size should be a bit smaller to accommodate users with smaller hands. My prototypes allowed me to visualize how the product would sit, and how it would be handled when someone first picked it up. After critique I refined the prototype and began constructing the final packaging.
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FINAL PACKAGING The final packaging is made form polymer clay, to simulate a compostable corn plastic that the actual production version would be made from. I chose the main blue color of the brand as the base part for the men version, and complimentary pink for the women line. I went with a angled joint, to relate to the sense of movement and athletics that the brand is associated with. The bottom part of the shell can be used as a handle when applying the deodorant. Once the deodorant is almost used up, the remainder can be removed from the shell and applied so nothing is wasted. Refilling the packaging is as simple as sliding a new deodorant rock in to the base, and covering it with the lid piece.
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DESIGN ANALYIS INTRODUCTION:
PROBLEM STATEMENT:
The purpose of this project was to create a company for a product that we currently felt
Current deodorant products contain harmful chemicals and unnatural substances that have
could use a redesign as far as its packaging and sustainability. We were to choose household
been shown to pose potentially serious health risks. Although there are natural options on
cleaning or food product and redesign the packaging, based on biomimicry. Along the way we
the market, they are hard to find in stores and more often then not cost up to 3 times more
would create the brand identity for the product, ensuring that everything was sustainable and
than the chemical versions. Both natural and unnatural forms are packaged in plastic tubes or
beneficial to society. I chose to redesign deodorant packaging because the current design is
containers that, although they are recyclable, tend to end up in the trash because the consumer
wasteful and harmful to the environment. The designers involved in this project were myself,
does not know which parts to recycle where. There is a strong need for a deodorant product
Kevin Tsukamoto, and my classmates.
that not only is made from natural ingredients, but uses packaging the is cheap, reusable, and environmentally friendly.
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LOGO GRAPHIC STANDARD
PROJECT SUMMARY:
The objective of this product it to greatly reduce the amount of waste generated from
Research showed that current deodorant products use harmful chemicals, use excess
deodorant tubes and to reduce exposure to the harmful chemicals in typical sport deodorants.
materials. and are difficult to dispose of properly. In this project, I wanted to redesign
In the first year the goal is to sell 1 million products. Eventually the goal is to be the leading
the deodorant experience using natural ingredients and packaging that is reusable and
deodorant brand on the market.
environmentally conscious. Some of the challenges in this project were design a product that was an improvement on current brands both environmentally and from a usability standpoint. Overall, I feel like the project is successful for the goals I was trying to accomplish. Time will tell
METHODOLOGY/EVALUATION:
how effective it is in the long run.
The finance department will keep track of how much deodorant the company sells. Hopefully it can be completed within the time lines given.
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PACKAGING
OBJECTIVES:
KEVIN TSUKAMOTO DESIGN 116 WINTER 2015