Bratz Visual Development Guide by MinaLu

Bratz Bratz Visual Development Guide

Bratz

BRATZ Visual Development Guide

Bratz B Bratz B Visual Development Guide

Bratz B BRATZ Visual Development Guide

Bratz Bratz

Bratz

CONTENTS

VISUAL RESEARCH

Original LOGO Concept Development Ideas & Concepts Similar LOGO

8 10 12 14

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IDENTITY DEVELOPMENT

LOGO design LOGO Idea Exploration Second Round Computer Rough Sketch Best Concept Refines Refined & Finalization

20 22 34 42 44 52

NEW LOOK FINALIZATION

LOGO Anatomy LOGOs Components LOGO Space

56 58 60

BRATZ Visual Development Guide

VISUAL RESEARCH

The ideas of LOGO design 1.1 1.2 1.3 1.4

Original LOGO Concept development Ideas & Concepts Similar LOGO

1.1 ORIGINAL LOGO The old Bratz LOGO

Before we dive into the visual development process, we should take a step back to learn about the design from its past which paved the way for its successful future. This can be a good strategy to continue some inspirations from the old design and continue the strong point of brand in the past.

The origin of old Bratz logo remains unknown until this day. It is composed with glossy lined big lip and angel aperture with handwriting typography. The mood and tone of theinitial logotype represent strong sassy feeling.

BRATZ Visual Development Guide

VISUAL RESEARCH Original LOGO

1.2 CONCEPTS

DEVELOPMENT

How the ideas of the LOGO gererate? The idea of the logo come from the three keywords that come up with from the brand soul. The three keywords are: Sassy, classy, and a bit bad-assy. Then it is the brainstorming time. With those three keywords, there are a lot of associates. Those associations will become the inspiration for the logo design.

SASSY

CLASSY

BAD-ASSY

A sassy girl possesses the attitude of somone who endowed an ungodly amount of cool. She is full of herself but in a good way. She embodies cheeky, lively, smart, saucy, slightly impudent, mothy, cocky, energetic, loud and extremely talkative.

A classy girl is kind, gentle, sweet, empathetic, and caring. She is also giving, loving, and most importantly a good person. Her politeness and good manner makes her someone who everybody loves. She dress classy, stand, sit, and walk classy, but the true classy is on the inside.

A bad-assy girl does things according to her own desires, standards, and timetables - it is virtually always meant to be positive. A badass cannot be intimidated or deterred, shuns compromise, lives life to the fullest.

Bratz is lively, bold, cheeky, and full of spirit

Bratz is stylish and sophisticated

Bratz is difficult to deal with

BRATZ Visual Development Guide

It is start with a question: What any associate are related with brand 3 key words â&#x20AC;&#x153;Sassy, classy and a bit bad-assyâ&#x20AC;??

The mind map helps bring up some wonderful ideas. Step by step and layer by layer, the idea showing up during the brain storming process.

VISUAL RESEARCH Concepts Development

1.3 IDEA &

CONCEPTS Idea from old LOGO

BRATZ Visual Development Guide

Every good design starts with researching and brainstorming ideas. These ideas and concepts establish the ground for the core vision of Bratz and eventually evolved into the main mission statement of the new Bratz. The brand was found upon the idea of encouraging teen girls to be proud of themselves and pure their passion and careers. Through the concept of empowerment, I incorporated following element: Angel wings, Personalized font, Star, and crown into the main design. These three keyword stood out to me when I was assembling some basic construct idea for logo. The Angel wings represent sassy, the star represent classy and the crown represent bad-assy.

KEYWORD

MIND MAP

SASSY

Spirit

Angel wings + Personalized font

KEYWORD

MIND MAP

CLASSY

Iconic

Star + Personalized font

KEYWORD

MIND MAP

BAD ASSY

Queen

Crown + Personalized font

1.4 SIMILAR LOGO

What are similar LOGOs out there? Crown

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This stage aims to look into the world of design for some new inspiration that can apply to the new Bratz visual system. Through this process, we will divide into 3 groups based on 3 ideas and concepts that we got from the previous process. This process will also help to avoid this similarity of the overall visual concept from the other brand.

Angel Wings

Star

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Personalized font

BRAND OVERVIEW

LOGO research Keywords

12 24

IDENTITY DEVELOPMENT The process of LOGO design 2.1 Ph1 Ph2 Ph3 Ph4 Ph5

LOGO design LOGO Idea Exploration Second Round Computer Rough Sketch Best Concept Refines Refined & Finalization

BRATZ Visual Development Guide

2.1 LOGO

DESIGN

Create a LOGO step by step The step of launching the identity of Bratz starts from the logo design. The whole process can be divided into 5 pases from raw pencil sketches to digitalizing in design softwares. This is the opportunity to explore new materials and also help narrow the overall mood and tone of the brand identity.

BRATZ Visual Development Guide

PHAS PHAS PHAS PHAS PHAS

SE ONE SE TWO SE THREE SE FOUR SE FIVE

Mind mapping logo ideas exploration First round logo sketches

Choose three better concept form the first round sketch Second round logo sketches

Choose three better concept form the second round sketch Computer rough sketch

Computer rough sketch best concept refined Best concept refined

Final logo selection Refined & finalization

Phase 1.1 LOGO IDEA EXPLORATION This phase expands the oppurtunties to discover and build up on diverse ideas and concept that we found from the research. In this phase you should be overwhelmed by amount of new logo design and slowly spot the right direction.

Symbolic Marks Overly sexual

Avoid any icon, the font is reminiscent of Barbie

BRATZ Visual Development Guide

Avoid overly sexual icons, such as lips, bras.

Crown icon inspire young girls to be leaders

Symbolic Marks Diamonds and angel wings are good icons representing empowering teen girls

Avoid overly sexual icons, such as lips, bras.

BRATZ Visual Development Guide

Diamonds and angel wings are good icons representing empowering teen girls

Phase 1.2 LOGO IDEA EXPLORATION Graphic marks are distinctive from typography marks. It can be something that symbolize the whole brand and open up a space for imagination. It is a very good way to design for new Bratz. The graphic marks could transmit more information about brand than other kinds of logo.

Graphic Marks Avoid overly sexual icons, such as lips, bras.

BRATZ Visual Development Guide

Graphic Marks

BRATZ Visual Development Guide

Avoid overly sexual icons, such as lips, bras.

Triangle is a potential symbolic for new logo

Phase 1.3 LOGO IDEA EXPLORATION Word marks are usually the acronym of the brand name or the full brand name. It can be combined with some graphic elements that are related the brand, but it has to be intelligible at same time. Word marks is the most directly way to build up the identity for a brand.

Word Marks Very similar to the existing brand

Very similar to the existing brand

BRATZ Visual Development Guide

Avoid any icon, the font is reminiscent of Barbie

Diamonds and angel wings are good icons representing empowering teen girls

Word Marks

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Phase 2.1 SECOND ROUND The journey of idea exploration continues in this phase. Based on the feedback from the last phase, the direction of design is getting more crystal and tangible. The design undergoes more experiments and a lot of refinement by the end of this phase.

Symbolic Marks

Stars and wings appear at the same time look like logo of the military

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Cliche

Avoid overly sexual icons, such as lips, bras.

Symbolic Marks

BRATZ Visual Development Guide

Phase 2.2 SECOND ROUND Graphic Marks

Stars and wings appear at the same time look like logo of the military

BRATZ Visual Development Guide

Phase 2.3 SECOND ROUND Word Marks

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Phase 3 COMPUTER ROUGH SKETCH In this phase, we try the rough sketches on computer. Those logos are digitalized from the previous phase. The logos become more vibrant and vivid, so making it possible to further illuminate certian designs.

Symbolic Marks

Bratz

R ATZ

B BRATZ Visual Development Guide

Bratz

Fashion

Doll

BRATZ

Bratz

Bratz Bratz

Phase 4 BEST CONCEPT REFINES The design direction is finally narrowed down with precision in this phase. The new Bratz seems more suitable with the symbolic logo star and crown. This two icon communicate the concept of empowering tween girl.

Star

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Crown

Bratz

Bratz Bratz

BRATZ

BR ATZ

BRATZ Visual Development Guide

Bratz Bratz BR ATZ

Phase 5 REDINED & FINALIZATION After we know the final direction of new logo. We are going to refined it to make it perfect and professional.

Original

Refined

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NEW LOGO

The new LOGO design 3.1 3.2 3.3

LOGO Anatomy LOGO Components LOGO Space

3.1 LOGO ANATOMY

Breaking the design into its components to show how the design was made. The next step in identifying the new Bratz logo is to set up the whole logo. The new logo represents the boldness and toughness in women. The typography displays below reflecting the similar elements and feelings associated with the icon logo that was finished. The razer-sharp corner and cutting edge triangles sets the foundation for standardize logoâ&#x20AC;&#x2122;s future usage.

BRATZ Visual Development Guide

x x x

1.5x

x x

3.2 LOGO COMPONENTS

Combination marks, as the name says, combine a symbol or icon with a logotype. Logos, generally composed of 2 to 3 elements such as an icon, a logotype, and/or a tagline. The popularity of these elements due to the fact they are truly effective and versatile at the same time. You can simply utilize one part for other designs and give a completely new touch to the design. The logotype can stand by itself depending on where you use it or in combination with the other two logo components.

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ALIGNMENT The vertical center of the symbol lines up directly with the center of the “A” in the logotype.

Symbol

The line of the symbol lines up with the logotype.

RELATIONSHIPS Logotype height = 25% height of symbol Space between symbol and logotype = 10% height of symbol

Logotype

ALIGNMENT The line of the symbol lines up with the logotype.

RELATIONSHIPS Logotype height = symbol height Space between symbol and logotype = 25% height of symbol

Symbol

Logotype

3.3 CLEAR SPACE

The reason for clear space is to ensure that a logo maximizes visibility and impact. Clear space give designer a basic concept about how to use logo in the future. When we going to use the logo in the real world, we have to know how to put them in appropriate, and how much space we should leave when we use them. The clear space gives designer the usage standard in different transmit materials.

BRATZ Visual Development Guide

1.5x

1.5x 1.5x x 1.5x

BRATZ Visual Development Guide

BRATZ

Visual Development Guide

MIN HUEI LU Designer

BRATZ Visual Development Guide