Brand Assessment
Mock-ups
Current Logo --------------------------------------------------- About the Brand ----------------------------------------------- Visual Audits --------------------------------------------------- Opportunity -----------------------------------------------------
Full Stationery Set --------------------------------------------- Responsive Web Mockup ------------------------------------- Brand Mockups ------------------------------------------------ Print Campaigns ----------------------------------------------- Digital Campaigns --------------------------------------------- Social Media Mockups ----------------------------------------
06 08 10 16
Brand Guide New Logo ------------------------------------------------------- Colors ----------------------------------------------------------- Typhography ---------------------------------------------------- Stock Photography Style --------------------------------------
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34 40 46 54 58 62
Closing 20 26 28 30
Before & After ------------------------------------------------- About Designer ----------------------------------------------- WAC ------------------------------------------------------------
68 70 72
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Brand Assessment
Current Logo
6 Brand Assessment
7
About Midtown Bowl
An Atlanta bowling alley since 1960, Midtown
Bowl
prides
itself
on
a
traditional setting, with no compromise on state-of-the-art lanes to ensure a premier bowling experience, every game. Conveniently
located
in
Midtown
Atlanta, this place is a smoke-free facility featuring thirty two premium bowling lanes, great food, fully stocked bar with an assortment of craft beers and a friendly staff.
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Visual Audits - the facility
Outerior The exterior of Midtown Bowl is decorated with this colorful diamond-shaped pattern. It is reminiscent of an old circus building with its striking colors and colorful patterns. The signage at the entrance is also very typical and out of fashion.
Interior Midtown Bowl’s internal facilities also show traces of time. The bowling lane and interior walls are decorated with Midtown bowl logos and diamond patterns. And even the screen is using old programs.
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Campaigns
Menu & Food
Campaign Posters
Menu & Food
These are the current campaign posters for both print and digital ads. They don’t use logo on the left one and the font is not the branded font. And on the right, they used their logo but red box is blended into the background.
Midtown Bowl offering lots of different food menu. However the menu design looks quite simple and boring. And the color mix of the menu is not branded. The food image of Midtown Bowl doesn’t look appealing.
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Website
Website
This is their website and the left image is the opening page. It’s too text-heavy and their informations are all scattered around. Their website has lots of good information but it’s hard to navigate.
Midtown Bowl has an official Instagram page. Its feed feels busy and not organized. They like to post their food images and funny quotes about bowling. And they don’t care about the square proportion for the post.
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Opportunity
Having stayed in the Midtown area for a long time, this logo felt that it needed to be reborn. Midtown Bowling’s logo looks like a typical old American brand logo. For me it was hard to recognize their placement of the each letters on the logo. It would be better to create a new brand logo to give a special identity to Midtown Bowl.
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Brand Guide
New Logo
M
Black
M
M
M M
White
M
20 Brand Guide
M
M M
M
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Responsive Logo
Logo A
A
This is the full-sized logo that will be used for anyplace which is enough to read both icon and brand name.
Logo B
B
Either icon or the brand name can be used seperately as a logo. This type of logos can be used for mockups.
Logo C
C 22 Brand Guide
This is the small version of the logo. Either navy or yellow can be used depending on the background color.
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LogoDon’ts don’ts Logo
Don’t rotate/tilt or skew the logo.
Don’t reproduce the logo in colors.
Don’t use the effects on the logo.
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Brand Colors Color HEX
535b8c
RGB
83 91 140
CMYK 76 67 18 3
HEX
f3e19d
RGB
243 225 157
CMYK 7 10 47 0
HEX
7c84b5
RGB
125 132 181
HEX
434871
RGB
67 72 113
CMYK 81 74 28 15
HEX
333858
RGB
51 56 88
CMYK 84 78 36 31
CMYK 58 48 5 0 HEX
ed8e2e
RGB
237 142 46
CMYK 2 53 88 0
HEX
967f60
RGB
150 127 96
HEX
b3b7da
RGB
179 183 218
CMYK 34 27 0 0
CMYK 43 46 61 11
HEX
10142d
RGB
16 20 45
CMYK 95 93 44 67 26
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TYPOGRAPHY
Conthrax
Primary Font
Conthrax
Conthrax is the primary font used for the logotype/logo wording.
Aa
Cormorant Garamond Regular Cormorant Garamond SemiBold
Cormorant Garamond is used for some special headline or subheadline. Usually used for campaign posters.
Secondary Fonts
Cormorant Garamond
Aa 28 Brand Guide
Bio Sans
Aa
Bio Sans Light Bio Sans Regular Bio Sans SemiBold Bio Sans is to be used for all other forms of standard body text, ranging from: stationery, website design, brochures and all forms of general correspondance.
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Stock Photography Style
All the photos need to be high resolution and they can be croped for proper usuage. On the left is for bowling image style. It needs to be bright and colorful. When the image icludes face expression, they need to be smiling or excited. On the right is for food image style. It needs emphasizing food and the background needs to be darker than bowling images. 30 Brand Guide
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Mock-ups
Stationery Set
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35
Letter Head
36 Mock-ups
Cover Letter
Envelop - Back
Envelop - Front
Business Card Cover
Business Card
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Stationery Set 2
38
39
Web Responsive 1
40
41
Web Responsive 2
42
43
44 Mock-ups
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Stand Menu
46 Mock-ups
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ID Card & Lanyard
48 Mock-ups
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Neon Sign
50
Cap
51
Sweatshirt
52 Mock-ups
Bwoling Bag
53
Bus Banner
TYPE - A
TYPE - B
TYPE - B 54 Mock-ups
55
Wall Poster
56 Mock-ups
57
SNS Campaign 1
58 Mock-ups
59
SNS Campaign 2
60 Mock-ups
61
Instagram Profile 62 Mock-ups
Instagram 12 feeds
Post 1
Post 2
Post 3
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Instagram Story
64 Mock-ups
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Closing
Before & After
68 Closing
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About the Designer
Leah Jeon M.F.A. Luxury and Fashion Management Savannah College of Art & Design Grown up in South Korea where people are sensitive to fashion sense. I have many career experiences in Korea; three internship programs helped me to get knowledge in real-world business. In 2015, I’ve started to learn about fashion abroad. I’m currently a graduate student majoring in Luxury and Fashion Management at SCAD, graduating in 2021. I’m used to working with Adobe programs such as Adobe Photoshop, Adobe Illustrator, Adobe Indesign. Design works are always fun and exciting. I’m attaching the design proposal for this project following this page.
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WAC
This project is to rebrand the local brand. Among the restaurants and shops around Midtown Atlanta, I chose Midtown Bowl. I’ve been to Midtown Bowl with my friends a few times, and every time I felt that the brand here was much weaker than the newly opened bowling alley. Of course, it feels more like a family-friendly bowling place where people of all ages can enjoy than any other place. However, it was hard to feel the brand identity because it has a strong neighborhood bowling alley atmosphere. Midtown Bowl is Atlanta’s historic bowling alley, which opened in 1960. That’s why they need to improve their outdated facilities, rustic appearance, and interior compared to the newly opened bowling alleys around the Midtown area. I wanted to make a new improved design for Midtown Bowl that would accommodate all our current customers. It will be a place where you can enjoy bowling games comfortably with your family or friends, and at the same time, I wanted to take off the old image of Midtown Bowl through modern facilities and atmosphere. Currently, the logo of Midtown Bowl is in the pentagon shape, and each character of the bowl is written in a circular shape under the pentagon shape. This logo is a box-type logo that is difficult to change flexibly, so it is difficult to recognize when it is used elsewhere or when it is reduced in size. Prior to the new logo design, the most important thing was to design a logo that could be used in many ways and to design a more modern way. The new logo, which was created after many considerations, combines midtown’s m and a bowling ball to create a sophisticated logo icon. For the brand font, I used a font that is neat but not too edgy. Conthrax is used as the main font, and the brand uses both Serif and San Serif typeface as secondary fonts. The three different attractive fonts work together to create a more enjoyable vibe. There have been quite a few attempts to determine the brand color. Most bowling alleys use a lot of primary colors that stand out on the signage. But these colors are tacky
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and indistinguishable. For these reasons, I chose a mute and low-saturated color palette. It is because this calm color gives a mood and classic but modern feeling at the same time. I made a color palette consists of yellow colors and navy colors. The main color is a muted navy color and a low-saturated yellow color. I created a logo design using navy and yellow as the point. With colors that match these two colors, I have extracted several levels of color from bright navy to dark navy, and from yellow to beige to orange ended up with a palette of nine colors. Using the same tone of colors, their harmony was perfect, and it looks unique as a bowling brand. I used this palette in many places. New marketing posters and social media of Midtown Bowl have established brand identity from color. In addition, I’ve been applying these colors to create mockups, allowing the branding of Midtown Bowl to be more cohesive in terms of color. I created a brand book using the logo, brand fonts, and the color palette. The page size of the brand book is 8in * 8in square. The reason why I chose the perfect square is that the book looks unique and the use of rectangular shapes is high when the book is opened. As an idea of brand book design, I made a lively and enjoyable page composition applying brand color with clean illustrations and background using bold lines. The cover page used only the two main colors of the brand, muted navy and yellow colors. The title of each page used the brand main font and most other contents used the San Serif font. Unlike other restaurants and stores, bowling alley images can show a wide variety of facial expressions and movements. I wanted to express this dynamic feeling through illustration. The illustration can better represent the movement of bowling lanes or bowling balls when using both pages, and it can also feel full when using a single page. And I arranged the bold lines of various colors to give a sense of unity. Along with the icon that embodies the bowling ball, I also used the bowling pin illustration. I saw 10 bowling pins lined up in 4 rows and used a navy gradation. The bowling pins are filled with navy rather than white, creating a special bowling illustration of Midtown Bowl. Also, a set of bowling pins seen from above,
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rather than the front view, creates a triangular shape that looks like an arrow. It can also be used as a brand’s own icon. In addition, it can be used for new posters and campaigns by utilizing various illustrations using bowling pins and bowling ball icon. This project is to reveal the new image and brand presence of Midtown Bowl. The bowling alleys that are opening these days are very sophisticated and carry out marketing focusing on specific targets. I’ve looked into several famous bowling alleys, but there are only a few well-branded bowling alley brands as a business. I believe that the new logo establishes a business expansion and identity that is perceived by customers as a valuable brand. Through this project, Midtown Bowl will be transformed into a more pleasant and modern look, and I hope that they will stay in their place longer.
Leah Jeon 74 Closing
CONTACT INFORMATION 1936 PIEDMONT CIRCLE NE, Atlanta, GA 30324 Tell: 404-874-5703 E-mail: info@midtownbowl.com www.midtownbowl.com