VISUAL DEVELOPMENT GUIDE
VISUAL DEVELOPMENT GUIDE
We don't create a fantasy world to escape reality. We create it to be able to stay. —Lynda Barry
VISUAL DEVELOPMENT GUIDE
Table of Contents
C.01
C.02
COLECO'S STORY
LOGO DEVELOPMENT
Brand Background
08
Keywords
16
The Old Logo
10
Initial Sketches
18
New Mission
12
Develop Sketches
30
Digital Sketches
37
TABLE OF CONTENTS
C.03 LOOK A LIKE LOGOS & INSPIRATION
Look a Like Logo
48
Inspiration
50
06
C.01 COLECO'S STORY
BRAND BACKGROUND OLD LOGO NEW MISSION
VISUAL DEVELOPMENT GUIDE
C.01 : WHO COLECO'S ARE WE? STORY
19
06
VISUAL DEVELOPMENT GUIDE
C.01 : COLECO'S STORY
09
Coleco Industries., Inc. (Brand Background) Coleco Industries., Inc. was an American Company founded in 1932. It became a highly successful toys company in the early 80s, and Coleco was well-known because of ColecoVision; home video game console and Cabbage patch kids. Coleco produced many products which is unsuccessful, and they got bankruptcy in 1988.
What make us difference? (Unique Selling Point ) Coleco produced games and toys based on fairy tale, and they also sold toys from TV show calls; Cabbage Patch Kids,and it made a lot of money for Coleco.
10
THE OLD LOGO (Old Face) There has many logos version for Coleco. First is black and white, and it reminds me to think about the Casio Logo. Second is more colorful because it is a ColecoVision logo, and it conveys friendliness and fun.
01. BLACK & WHITE VERSION
VISUAL DEVELOPMENT GUIDE
C.01 : COLECO'S STORY
02. COLECOVISION'S LOGO
11
12
New Mission Statement (Our Goal) After we have known that Coleco sold many toys and games based on Fairy Tale, so our goal is to make imagination become a part of real life through fun.
Re-branding Objective (What we are going to do?) We believe that we can help our target audience get extra experiences through fun with their imagination. We are here to make those imagination come true.
VISUAL DEVELOPMENT GUIDE
C.01 : COLECO'S STORY
14
VISUAL DEVELOPMENT GUIDE
C.02 : LOGO DEVELOPMENT
15
C.02 LOGO DEVELOPMENT
Keywords Initial Sketches Develop Sketches Digital Sketches
VISUAL DEVELOPMENT GUIDE
16
Our Keywords (To use keywords to describe our soul) Coleco Industries., Inc. has strong keywords from our soul, and we have tried harder to make our soul hiding inside the logy, so we use the keyword to design a logo.
FANTASY
As we've known, Coleco was unique because we sold toys and games based on fairy tale, so this word becomes an important word for our company.
FUN
We sold toys and games that made players had fun, and this word becomes a word that can make Coleco gets stronger.
REALITY
Because everything happens in the real world although we play a game in a fantasy world, we control it by our hand.
C.02 : LOGO DEVELOPMENT
17
18
Fantasy (R.01) (Symbolic)
VISUAL DEVELOPMENT GUIDE
C.02 : LOGO DEVELOPMENT
Fantasy (R.01) (Graphic Mark)
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20
Fantasy (R.01) (Word Marks)
VISUAL DEVELOPMENT GUIDE
C.02 : LOGO DEVELOPMENT
VISUAL DEVELOPMENT GUIDE
C.02 : LOGO DEVELOPMENT
Fun (R.01) (Symbolic)
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24
Fun (R.01) (Graphic Marks)
VISUAL DEVELOPMENT GUIDE
C.02 : LOGO DEVELOPMENT
Fun (R.01) (Word Marks)
25
VISUAL DEVELOPMENT GUIDE
C.02 : LOGO DEVELOPMENT
Reality (R.01) (Symbolic)
27
28
Reality (R.01) (Graphic Marks)
VISUAL DEVELOPMENT GUIDE
C.02 : LOGO DEVELOPMENT
Reality (R.01) (Word Marks)
29
30
Develop Sketches (To sketches new logos from the first draft) After I sketched the first draft, I got many direction to design the new logo for Coleco Industries., Inc.
CLOUD
SPARKLE
UNICORN
VISUAL DEVELOPMENT GUIDE
C.02 : LOGO DEVELOPMENT
32
Cloud (R.02)
VISUAL DEVELOPMENT GUIDE
C.02 : LOGO DEVELOPMENT
Sparkle (R.02)
33
34
Unicorn (R.02)
VISUAL DEVELOPMENT GUIDE
C.02 : LOGO DEVELOPMENT
VISUAL DEVELOPMENT GUIDE
C.02 : LOGO DEVELOPMENT
Digital Sketches (Digital sketches is to cleaning lines and shapes) After I sketched the first draft, I got many direction to design the new logo for Coleco Industries., Inc.
CLOUD
SPARKLE
UNICORN
37
38
Cloud (R.03)
VISUAL DEVELOPMENT GUIDE
C.02 : LOGO DEVELOPMENT
Sparkle (R.03)
39
40
Unicorn (R.03)
VISUAL DEVELOPMENT GUIDE
C.02 : LOGO DEVELOPMENT
VISUAL DEVELOPMENT GUIDE
42
Final logo Development (Digital sketches is to cleaning lines and shapes) Unicorn is the final choice to represent the fantasy world, and this chart will show you the first draft to final logo.
01. FIRST DRAFT
02. SECOND DRAFT
C.02 : LOGO DEVELOPMENT
03. THIRD DRAFT
43
04. FINAL DRAFT
VISUAL DEVELOPMENT GUIDE
C.02 : LOGO DEVELOPMENT
Coleco's Final Logo (Digital sketches is to cleaning lines and shapes) Unicorn is the final choice to represent the fantasy world, and this chart will show you the first draft to final logo.
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C.03 LOOK A LIKE LOGOS & INSPIRATION
Look a Like Logo Inspiration
VISUAL DEVELOPMENT GUIDE
C.03 : INSPIRATION
48
Look A Like Logo (Logo Competitors) This page shows look a like logo which is using a horse as their symbolic to show brand identity.
VISUAL DEVELOPMENT GUIDE
C.03 : INSPIRATION
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50
VISUAL DEVELOPMENT GUIDE
Visual Standard guide Inspiration (Example for Visual Standard Guide) Before going to the next step which is to create Coleco's Visual Standard Guide, we will show you our inspiration.
01. NEW IDENTITY INTRODUCTION
02. LOGO ANATOMY
Fed Ex uses keywords to guide the audiences to understand what the brand service and goals. At first, I was thinking that New identity The intro01 duction should have any information, but Fed Ex Attributes uses only 2 orBrand 3 sentences to describe what they Our brand attributes are at the core of our brand. They summarize our do, and I think it can makeshowing thepeople audience underpromise to our customers, not only what we do, but how we do it. Everything that bears the FedEx name should live up to stands brand these goal’s easier. attributes.
From UPS Visual standard guide, I like the way that they use an element from the logo to show clear space, and it’s easy to understand X space, and UPS shows two different styles of logos.
1.1
Brand Guidelines – Media Professionals
Simplifying Optimizing Inventive Connecting Certain Personal
brandmark It’s easy to work with FedEx. WeThe don’tUPS waste anyone’s should time. Ourbe presented in its and customary procedures are straightforward, standard and our communications arefashion clear. in order to be immediately recognizable as belonging to UPS. Consistent presentation not only maintains the UPS Every FedEx customer has different needs. We the right solution brandmark asfind distinctive, but also— makes your job and the right price — for each customer’s business. easier. Follow the guidelines below to ensure the UPS brandmark is presented correctly.
Global business constantly changes. So does FedEx. As we invent new The UPS technology brandmarkand ande-commerce. images may be used for solutions, we lead the way in operations, editorial purposes only in newspapers, magazines, online publications, trade publications and broadcast media. Any use of packages the artwork FedEx makes connections. Our networks link people, andoutside of these information around the clock andguidelines around theisworld. strictly prohibited. Clear space Our customers don’t have time for “almost.” demand certainty. Clear spaceThey is the minimum "breathing room" FedEx delivers. maintained around the brandmark. It should be kept free of graphics, text and other marks. It also defines minimumWe distance from each the brandmark to the FedEx customers are people, notthe transactions. get to know edge a printed piece. customer and offer them the tools theyofneed to achieve their goals. Minimum size Minimum size refers to the smallest dimensions allowed for brandmark versions. It is stated as a minimum width. Minimum sizes for each of the brandmark versions are: • Primary 3-D version: 0.5" wide • Alternate one-color version: 0.25" wide Trademark symbol The brandmark's trademark symbol is set in the artwork. It must accompany the brandmark whenever the brandmark appears 0.375" (9.5mm) or larger.
Primary 3-D version (Preferred)
Alternate one-color version
X
X
X
X
X
X
Minimum size 0.5" or 13mm
Minimum size 0.25" or 6.35mm (TM can be ommited at this size.)
C.03 : INSPIRATION
51
03. TYPE SPEC
04. LOGO DON'T
From MSI, they show their type specs by using the simple way that I really like it because I can see all type weight and all characters so it’s easy to know more than show only the one or two letters.
From Skype, I like the way that they show what to not do with their logo because it shows a lot of variations that they don’t want the audience do it.
MSI TYPOGRAPHY One of the most unifying elements within the MSI, Identity system is the consistent use of typography and typographic treatments. Trade Gothic, a basic, legible sans serif face and Minion, a classic serif typeface are the fundamental elements of visual communication within the system.
Primary Typeface: Trade Gothic
Trade Gothic Light
Trade Gothic Light: 8.5/12
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
Trade Gothic was designed by Jackson Burke between 1948 and 1960 for Linotype. In the nineteenth-century grotesque style, like News Gothic, Trade Gothic has a
Trade Gothic Medium
large x-height. Trade Gothic, with its condensed faces, is
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
a classic design for newspaper work, particularly for headlines and classified advertising. The condensed versions increase the versatility of the typeface, particularly for setting headlines and subheads. Description adaped from Adobe Systems Incorporated.
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03
02
0
Trade Gothic Bold 2
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() Trade Gothic Light Oblique
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789
05
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VISUAL DEVELOPMENT GUIDE
C.03 : INSPIRATION
Dream what you dare to dream. Go where you want to go. Be what you want to be —Earl Nightingale
54
This book is noncommercial project of a graphic design student. This project is not intended to represent the parent band in any way. It is done with full admiration and respect toward Coleco Company.
School Academy of Art University Designer Kronkaew (K) Chongkijdeedee Instructor Hunter Wimmer Typeface Filson Pro & All Round Gothic Image source Pexels.com Printing & Bindery Blurb.com
VISUAL DEVELOPMENT GUIDE
C.03 : INSPIRATION
VISUAL DEVELOPMENT GUIDE
School Academy of Art University Designer Kronkaew (K) Chongkijdeedee Instructor Hunter Wimmer