KELTY
VISUAL DEVELOPMENT GUIDE
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KELTY VISUAL DEVELOPMENT GUIDE
KELTY
VISUAL DEVELOPMENT GUIDE
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VISUAL DEVELOPMENT GUIDE
In Backpacking the Kelty Way, Clinch later recalled, “Until Dick came along with the Kelty Pack, backpacks made your shoulders hurt. It was just awful...Dick’s design was revolutionary...he took the misery out of the sport.” He called Dick Kelty “the Henry Ford of backpacking.”
KELTY
VISUAL DEVELOPMENT GUIDE
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TABLE OF CONTENTS
VISUAL CONCEPT Original Logo
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Conceptual Research
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Three Visual Directions
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IDENTITY DEVELOPMENT Logo Development
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Chosen Direction
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Typography
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Color Choice
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VISUAL DEVELOPMENT GUIDE
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VISUAL CONCEPT Original Logo Conceptual Research Three Visual Directions
KELTY
VISUAL DEVELOPMENT GUIDE
ORIGINAL LOGO
Before starting to design a new identity for kelty, and take look at the original logo to understand the concept behind it and get inspiration. The designer of the original logo is unknown, but the logo design based on the triangle graphic and arrangement of the logotype. The logo color is bright orange and white, it reflects to kelty will fulfill the passion for people outdoor adventure.
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CONCEPTUAL RESEARCH
The mission of kelty is to empower and encourage people to build an easy and carefree journey and help them achieve adventure and confidence. Men are their primary target audience, but women and children also welcome. Because kelty wants a kinds of people to enjoy their journey and create a memorable moments.
CONCEPT 01 The first concept is fun because the kelty wants to people have a fun and beautiful journey. So, I will try some interesting icons and symbol to represent a fun feeling.
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CONCEPT 02
CONCEPT 03
The second concept is relax because kelty wants to its design makes your journey effortless. So, I will try some soft and delicate shape and lines to represent relax feeling.
The third concept is adventurous because kelty main idea is about an outdoor adventure. So, I will try some hard or geometrical shape and typography to represent adventurous feeling.
THREE VISUAL DIRECTIONS
DIRECTION 01 Evaluate the first concept, and put in the idea of outdoor gear, forest and creature, then it turns into the first direction.
DIRECTION 02 The second direction is based on the new mission of the brand to show how to make kelty adventurous by icon with typography.
DIRECTION 03 The third direction also comes from typography. Using simple and powerful way to represent outdoor adventure.
KELTY
Symbolic Icons and Illustration
Symbolic Icons with Typography
Representive Typography
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VISUAL DEVELOPMENT GUIDE
IDENTITY DEVELOPMENT Logo Development Chosen Direction Typography Color Choice
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KELTY
VISUAL DEVELOPMENT GUIDE
LOGO DEVELOPMENT
The first step to develop the new identity system for Kelty is the logo design. Synthesize the three directions and start from raw sketches, then finalize on computer. There are five phases in the identity process: 01/ Logo Directions 02/ Chosen Direction 03/ Typography 04/ Color Choice
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DIRECTION 01 Symbolic Icons and Illustration
Sketches
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VISUAL DEVELOPMENT GUIDE
The idea of mountain and sea seems like it could be represent outdoor, but it should contain deeper meaning to indicate this brand. Also, the shape should be simple and clean, rather than too specific shape.
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DIRECTION 01 Symbolic Icons and Illustration
Sketches
KELTY
VISUAL DEVELOPMENT GUIDE
The idea of mountain shape with unique frame seems like more close to this brand. But it doesn’t looks strong,and the whole lines logo make a unsafe or risky feeling to people. So, it should have shape, not just lines.
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DIRECTION 02 Symbolic Icons with Typography
Sketches
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VISUAL DEVELOPMENT GUIDE
The idea of initial letter looks geometrical and funny. The whole feeling is simple and a kind of strong. But, the shape with lines deliveries a little bit toy brand feeling. So, this shape should add more tough feeling into Kelty.
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DIRECTION 02 Symbolic Icons with Typography
Sketches
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VISUAL DEVELOPMENT GUIDE
The idea of tent and sea with shield frame to reveal a kind of outdoor adventure feeling into this brand. But, the difficult point is how to simplify these specific shapes to make the brand looks simple, but strong.
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DIRECTION 02 Symbolic Icons with Typography
Sketches
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VISUAL DEVELOPMENT GUIDE
The idea of mountain with triangle frame try to show outdoor adventure into this brand. But, the shape doesn’t show enough feeling to interpret adventure into this brand. Also, the shape is still feel too specific.
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DIRECTION 03 Representive Typography
Sketches
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VISUAL DEVELOPMENT GUIDE
The idea of typography show outdoor adventure, it is kind of interesting to combine shape with letters. Also, it looks simple and fun. But, the whole logo looks need to more improvement.
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DIRECTION 03 Representive Typography
Sketches
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VISUAL DEVELOPMENT GUIDE
The idea of icon with initial letter, the combination is simple and smart to show “go”concept with outdoor adventure. But, it might be combine a sheild frame will look stronger.
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DIRECTION 03 Representive Typography
Sketches
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The idea of typography seems like adenture and exciting. The modified letter looks tough and steady. But, the letter might be work with the brand whole name “kelty”, it will look more strong and persuasive.
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DIRECTION 03 Representive Typography
Sketches
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VISUAL DEVELOPMENT GUIDE
The idea of illustration with logo typeface is trying to show adventurous and enjoyable journey. The map concept work with initial “K”, and connect a big triangle frame. It makes Kelty looks really effortless and comfortable.
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DIRECTION 03 Representive Typography
Sketches
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VISUAL DEVELOPMENT GUIDE
The idea of initial K is still using “go” concept to indicate adventurous journey. The nicely shape work with pointed arrow to make your journey looks more easy and carefree.
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VISUAL DEVELOPMENT GUIDE
CHOSEN DIRECTION
After exploring by pencil sketches, we chose direction two as the final concept since it contained more abstract and thoughtful meaning. To represent the feeling of an adventure. Also, we modify the avenir as the logo typeface.
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CHOSEN DIRECTION
KE LTY
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K E LT Y
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Kelty
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K E LT Y
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CHOSEN DIRECTION
K E LT Y
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CHOSEN DIRECTION
K E LT Y
K E LT Y K E LT Y
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K E LT Y
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CHOSEN DIRECTION
K E LT Y
K E L T Y
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FINAL CHOSE
Kelty visual identity program is not just a simple typography and symbol. The initial K indicate go concept with shield frame to bring an adventurous and effortless journey in the future life. The geometric k with geometric shield shape will function in all media: eletronic, print, on screen, and display.
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VISUAL DEVELOPMENT GUIDE
TYPOGRAPHY
Graphik typeface was designed by Christian Schwartz and Berton Hasebe in 2009. The dominant trend of the mid twentieth century simple sans serifs still reverberates in visual culture. Graphik proves that it is still possible to create something refreshing inspired by this era.
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TYPOGRAPHY
KELT Y GRAPHIK BOLD
GRAPHIK BOLD ITALIC
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
0123456789
0123456789
!@#$%^&*()_+?/[]\
!@#$%^&*()_+?/[]\
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GRAPHIK MEDIUM
GRAPHIK MEDIUM ITALIC
ABCDEFGHIJKLMNOPQRSTVWXYZ
ABCDEFGHIJKLMNOPQRSTVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
0123456789
0123456789
!@#$%^&*()_+?/[]\
!@#$%^&*()_+?/[]\
GRAPHIK REGULAR
GRAPHIK REGULAR ITALIC
ABCDEFGHIJKLMNOPQRSTVWXYZ
ABCDEFGHIJKLMNOPQRSTVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
0123456789
0123456789
!@#$%^&*()_+?/[]\
!@#$%^&*()_+?/[]\
COLOR CHOICE
The color choice of the new version for the kelty is solid and steady. The dark gray and passionate yellow color is represent the effortless and adventurous, which is the concept of what is truly outdoor adventure.
Kelty Spot Color
CMYK / 66,58,49,26
CMYK / 0,22,99,0
RGB / 87,88,96
RGB / 255,200,15
LAB / 37,1,-5
LAB / 84,10,82
HEX / #57575f
HEX / #ffc70f
KELTY
Design Rongke (Carrie) Wang Professor Hunter Wimmer Class Nature of Identity
VISUAL DEVELOPMENT GUIDE
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