02 VISUAL DEVELOPMENT GUIDE
N E W G O U R M E T, 2 0 1 7
VISUAL DEVELOPMENT GUIDE
1 2 LOGO RESEARCH 08 10
Identity Evolution Brainstorming and Keywords
INITIAL SKETCHES 14
26
Initial Sketches Refinement
TABLE OF CONTENTS
3 4 DIGITAL SKETCHES 32
Digital Sketches
FINAL LOGO
38
Final Logo
01 LOGO RESEARCH
08 Identity Evolution 10 Brainstorming and Keywords
GOURMET
VISUAL DEVELOPMENT GUIDE
Chapter 01
Identity Evolution
1941-1956
08
1957
1993
1994-2009
LOGO RESEARCH
Gourmet magazine logo is one of the most popular and recognziable logos in the 1990s. The logo is an inspiration of handwriting that goes back to the old century. During 1940-1956, the Gourmet magazine title had changed many times. Simple fonts with small slogan, the logo has been adopted to represent gourmet magazine. The logo has been altered again in 1957, the clean logo came out. The logo also indicated the very high quality of the travel tips in magazine. In 1993, they made the whole wordmark x-height more bigger. Besides, the letter “g” had more sofe radian. In 1997, the final version came out. Different from the previous logos, and they shorten the length of the letter “t”, and made the first lowercase “g” became bigger.
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GOURMET
VISUAL DEVELOPMENT GUIDE
Chapter 01
Brainstorming and Keywords
SHARING Cultural sharing is an ability to see the value of sharing cultural diversity with different cultural backgrounds. Food can helps people to exchange different culture and opened up new horizons for people.
LINK As a bridge for communication between different cultures and food. Food is a great way to link people around the world. The mission of gourmet is to use food to connect people with different cultural background. Different cultures can be spread widely within any countries, and to cover rapidly to additional nations by linking diverse people.
DISCOVERY Gourmet encourages people to discover different cultures and food. An acceptance and a liking for other cultures by exploring different cultures.
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LOGO RESEARCH
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02 INITIAL SKETCHES
14
26
Initial Sketches Refinement
GOURMET
VISUAL DEVELOPMENT GUIDE
Chapter 02
Initial Sketches According to the three keywords, I drew some symbolic icons and illustration sketches. Cultural sharing is an ability to see the value of sharing cultural diversity with different cultural backgrounds. Food can helps people to exchange different culture and opened up new horizons for people.
01 IDEA
14
Sharing Individual
INITIAL SKETCHES
The idea that it comes from the keyword, and it look movement. The whole feeling is simple, and the two different curve shape represents sharing in diverse thing.
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GOURMET
VISUAL DEVELOPMENT GUIDE
Using different line aims to represent the idea of sharing.
01 IDEA
16
Sharing Individual
INITIAL SKETCHES
The idea of “g� represents the two original figure have connection and sharing feeling. and this graph derived a series of logos.
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GOURMET
VISUAL DEVELOPMENT GUIDE
Gourmet encourages people to discover different cultures and food. An acceptance and a liking for other cultures by exploring different cultures.
02 IDEA
18
Discovery Individual
INITIAL SKETCHES
The idea of “g” has two different elements, and the combination of circle and semicircle represents connection and sharing.
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GOURMET
VISUAL DEVELOPMENT GUIDE
Using negative space to show capital “G” aims to represent the globe.
02 IDEA
20
Discovery Individual
INITIAL SKETCHES
21
GOURMET
VISUAL DEVELOPMENT GUIDE
As a bridge for communication between different cultures and food. Food is a great way to link people around the world. Different cultures can be spread widely within any countries, and to cover rapidly to additional nations by linking diverse people.
03 IDEA
22
Link Individual
INITIAL SKETCHES
A simple and strong wordmark could easily catch people’s attention and make the brand easy to know.
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GOURMET
VISUAL DEVELOPMENT GUIDE
03 IDEA
24
Link Individual
INITIAL SKETCHES
The main idea of “g� represents the different thing coming together, then combines with different font styles to connect the diversity of culture.
gourmet
gourmet
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GOURMET
VISUAL DEVELOPMENT GUIDE
Chapter 02
Refinement Refined symbol for direction based on initial sketches.
26
INITIAL SKETCHES
Through creating the proportion of the letter “g” and a graph of curved. Some parts will following letter’s radian. However, Some places still need to be modified.
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GOURMET
28
VISUAL DEVELOPMENT GUIDE
INITIAL SKETCHES
The first logo is to combine the three different parts of “G” letters into one symbol. It represents communication and integration between different cultures. The second icon “g” and rectangle combine the one graphic logo. The nicely curve shape work with simple figure to make communication looks more friendly and understanding.
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03 DIGITAL SKETCHES 32
Digital Sketches
GOURMET
VISUAL DEVELOPMENT GUIDE
Chapter 03
Digital Sketches Through the initial sketches and refinement, I had two final digital direction.
Link Individual
The symbol is to combine the three different parts of “G” letters into one logo. Each letters bases on each circle. The relation between circle and “g” is that of including an d included. It represents communication and integration between different cultures.
+
32
DIGITAL SKETCHES
33
GOURMET
VISUAL DEVELOPMENT GUIDE
Link Individual
The logo “g” and rectangle combine the one graphic logo. The nicely curve shape work with simple figure to make communication looks more friendly and understanding. All of wordmark strictly according to the big circle or letter “o” size.
+
+
34
DIGITAL SKETCHES
gourm
GOURMET
gourmet
R GOU MET
gourmet
G O U R M E T
G O U R M E T
G
O
U
R
M
E
G O U R M E T
T
g o u r m e t
G O U R M E T 35
04 FINAL LOGO 38
Final Logo
GOURMET
VISUAL DEVELOPMENT GUIDE
Chapter 04
Final Digital Sketches The geometric “g” with graphic shape will function in all filed. They include website, print, and retail store.
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INITIAL FINAL SKETCHES LOGO
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GOURMET
40 10
VISUAL DEVELOPMENT GUIDE
FINAL LOGO
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GOURMET
VISUAL DEVELOPMENT GUIDE
THE FOOD IS AS IMPORTANT AS FOOD ANYWHERE BECAUSE IT DEFINES A PERSON IS CULTURE. 42
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This book is a non-commercial project for educational purposes and is not intended to represent the Gourmet brand. Design Fangjing Chen Instructor Hunter Wimmer Typeface: Essonnes Acumin Pro Utopia Std