BRAND IDENTITY
ZERPLY
PROCESS BOOK By Manny Quintero
CHAPTER 3 - DIGITAL VARIATIONS................................. 15
TABLE OF CONTENTS
IDEAS THAT DIDN’T WORK......................................................16 GOING THE RIGHT WAY...........................................................17 DISCOVERING THE FINAL CONCEPT......................................18 FINAL CONCEPT........................................................................19
CHAPTER 1 - IDENTITY RESEARCH................................... 3
COLOR AND PATTERNS........................................................... 20
PROJECT INFORMATION........................................................... 4
CHAPTER 4 - FINAL VARIATIONS.................................... 21
MARKET RESEARCH................................................................... 5
FIRST DIGITAL VARIATION ...................................................... 22
BRAND PERSONALITY............................................................... 6
SECOND DIGITAL VARIATION................................................. 23
WEB RESEARCH.......................................................................... 7
CHAPTER 5 - FINAL DESIGN............................................ 24
IDENTITY DESIGN RESEARCH................................................... 8
ZERPLY’S LOGO & PATTERN DESIGN..................................... 25
OUR PROFESSIONAL ENVIRONMENT..................................... 9
SOCIAL MEDIA BRANDING..................................................... 26
CHAPTER 2 - TYPOGRAPHY & SKETCHES..................... 10
AD CAMPAIGNS........................................................................ 27
TYPOGRAPHY OPTIONS...........................................................11
PRINTED MEDIA USE................................................................ 28
RANDOM IDEAS........................................................................12
THE NEW ZERPLY...................................................................... 29
CONCEPT DEVELOPMENT.......................................................13
FINAL THOUGHTS............................................................. 30
TYPOGRAPHIC LOGO SKETCHES...........................................14
WHAT THIS PROJECT HAS TAUGHT ME ................................31
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Chapter 1
IDENTITY RESEARCH
PROJECT INFORMATION Project Information
Through this project I was asked to create a new identity and visual system for a real company named Zerply. The assignment asks to consider the company’s competitive landscape and market position to build a brand that resonates with its intended audience, and scales well into the product and services that it provides.
Desired Outcomes
• To position Zerply as a brand in a strong, competitive on-line market • To develop a thoroughly considered visual system with multiple on-line brand touch-points and considerations. • To present appropriate solutions with proper background and rationale.
Brand Culture
Submit ideas, information, statements, uploads of files and photos, videos, royalty free content, community content, etc.
Brand Personality
Some of the strongest personality words that could identify Zerply are: youthful, Professional, exclusive, revolutionary, unique, necessary, fun, entertaining. Focused, affordable, easy, new, strong and smart.
Marketing
Advertises through social media and small local campaigns targeting major production companies. This is done through email, mailers and in person. Zerply also has a great word of mouth history from current clients.
Zerply is an invite-only community for visual artists and large production companies doing visual FX, animation, music, etc. Zerply’s goal is to empower artists wanting to share their work with peers and companies looking for talent.
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MARKET
RESEARCH
Comparing services Through this chart
I carefully explored all the sites that compete with us. I gathered information and then created this tool to help me visualize things a little better. After I was done with this services chart I learned that Zerply is a powerhouse helping professionals expose their work or find talent for their companies. Even when other websites allow people to post their portfolios they still lack the ability be welcoming to employers wanting to post job openings.
Linked-in could be the only real competitor with Zerply, however, they are not a portfolio friendly company.
SERVICES FOR TALENT WORK HISTORY RESUME CONTENT PORTFOLIO DISPLAY VIDEO DISPLAY SOCIAL MEDIA PAGE CUSTOMIZATION ACCOUNT PRICES ACTIVE WEB LINKS ENDORSEMENTS PEER COMMENTS DOWNLOAD/SALE OPTIONS JOB/PORTFOLIO ONLY SITE
SERVICES FOR EMPLOYERS JOB POSTING COSTS TALENT AND LOCATION SEARCH COMPANY PAGE ADVANCED SEARCHING ALERTS
ZERPLY
LINKED-IN
ABOUT.ME
FLAVORS.ME
DRIBBBLE
BEHANCE
DEVIANT ART
IMDB
P P P P P P
P P O O P O
P P O O P P
P P O P P P
P P O O P O
P P P O P O
P P O O P O
Free
$29/month
$4/month
$20/year
$20/year
Free
$50/year
P P P O P
P P P O P
P O O O O
P O O O O
P O P O P
P O P O P
P O P P O
P P O P P O O P O P O O
ZERPLY
LINKED-IN
ABOUT.ME
FLAVORS.ME
DRIBBBLE
BEHANCE
DEVIANT ART
IMDB
P
P
P
$375/job
$1500/year
P P P P
P P P P
P P P O
P P P O
O O O O O O
P
$1199/year
O O O O O O
P
$1999/year
O O O O O O
$239/year
P P P P
These two charts can help you visualize everything that Zerply offers to their clients in comparison to their main competitors.
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BRAND PERSONALITY If they were people What this charts are about In order to learn about each company I went to their websites and I identified words that captured their purpose and services
Each brand has unique attributes to offer and though they are similar in many ways they have also established differences that fill necessities in people’s lives.
Zerply is an innovative, artistic and connecting brand. They reach out to production artists and recruiters working in the entertainment industry worldwide.
Brand Color Influence
FLAVORS.ME Simple Youthful Organized Technological savvy Artistic personal Entertaining Informative Connecting Interactive Innovative
Colorful Simple Inviting Technological Intuitive Inviting Customizable Discoverable Personal Beautiful Elegant Social
Entertaining Organized Contextual Informative Connecting Discoverable Researchable Friendly Familiar Artistic Original Illustrative
Professional Informative Important Lucrative Intimidating Informative Interactive Connecting Organized Researchable Affordable Intuitive
Green is peaceful, adventurous, ecological and calming. Promotes with growth, and government.
Gray is seen as practical, timeless, conservative, secure, calm, balance and reliable.
Yellow grabs your attention, it shows optimism, clarity, friendliness, happiness and warmth.
Simple Organized Innovative Grouping Quick Plain Informative International Available Reachable Researchable Connecting
Simple Neutral Entertaining Artistic Social Connecting Exposing Inviting Charming Involving Organized Illustrative
Modern Colorful Artistic Organized Thoughtful Original Fast Reliable Connecting Innovative Trustworthy Professional
Entertaining Commercial Historic Organized Advertising Lucrative Connecting Photographic Attractive Simple Powerful Clever
Blue is clean, calming, cold, neutral, professional, innovative and trustworthy.
Magenta is romantic, aggressive, dynamic, dramatic, strong, rebellious, sensitive and optimistic.
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WEB RESEARCH
The one thing that all these great sites have in common is their ability to provide one specific service that makes them unique. Even if they focus on the same industry they still manage to make themselves irreplaceable.
Zerply connects talent, employers and artists. The site allows for portfolio presentations and user comments. They also bridge the gap between artists and employers. Talented members can costume search employers and vice-versa.
Flavors.me builds your own personal airport website taking visitors from one location to any place on the web related to a user. They make it easy to showcase all their social media and web life from one simple place. Members can customize their pages.
Deviant Art has built a community of artists who love sharing and selling art. Users can showcase their work, present their portfolios and even grant download options for selected content. New work gets showcased on the site’s main page and then it.
Linked-in in does a great job creating an interface related to work and professional content. They are simple, clean and organized. They also figured out a great way to connect and endorse people and their skills. You can also see profile visiting.
About.me gives people a way to create introductions about themselves and then it provides links that can help others find out more about them on social media sites. The site is reinforced with great app that allows for digital business card exchanges.
Dribbble allows users to share screen-shots of the work that they have been working on. The site connects, promotes and allows to discover new artists. Content is well organized and well presented, featuring art as it is uploaded on-line.
Behance has not only a great reputation for helping creatives present their work, but it also provides the opportunity to showcase beautiful portfolios along with blog style information about each piece. The site is simple and beautiful at the same time.
IMDB allows actors, directors and creatives to create profiles with any information about their involvement in any film, big or small. IMDB’s massive database is now the world’s most popular source for movie, TV and celebrity content.
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IDENTITY DESIGN RESEARCH
After saving lots of images related to branding, this small collection was selected to show what I have in mind. I would like the Zerply brand to use bold colors, unique shapes and fun designs.
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PROFESSIONAL ENVIRONMENT
This is how I picture the Zerply work space. The feeling you should get at our main offices should be professional, yet modern and fun. I would like the brand to not just have personality but also functionality.
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Chapter 2
TYPOGRAPHY & SKETCHES
TYPOGRAPHY OPTIONS
In order to find the right font for my logo and brand identity I went through a simple process of elimination, until I found the typography. I kept this as simple as possible by only focusing on sans serif type with go use geometry. I want the font to be able to interact with images and patterns.
I chose FRANKLIN GOTHIC as my selection because it is simple, modern and versatile enough to be used in any type of branding or advertisement project for to be designed by Zerply.
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RANDOM
IDEAS First I started to think about elements related to the movie industry, then I quickly realized that Zerply is not related to movies, but also video games and virtual reality environments. My sketches later start to change into shapes approaching digital elements and software related features we are familiar with.
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CONCEPT DEVELOPMENT
To find the right font for my logo and branding ideas I went through a simple process of elimination. I kept things simple by only looking at sans serif type. I want the font to be able to interact with images and patterns.
I liked this idea because of simplicity. I like the concept of parts that come in and create a whole. I would like to explore how different parts could interact with each other.
I really dig the concept of a continuous line that creates a logo. This could show an elegant and playful approach to the new explorations coming ahead. This is a comic book approach. Going with something like this would help to clearly express that we are fun, daring and ready to play.
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TYPOGRAPHIC
LOGO SKETCHES At this point I see two options with the logo, I can create a symbol to represent my brand, or I can create a typographic logo that could stand along or even include a mark as well. This images show you some of my initial ideas in case I wanted to create a typography logo for the brand.
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Chapter 3
DIGITAL VARIATIONS
IDEAS THAT
DIDN’T WORK You can’t be mad for making bad choices, but you can be mad if you don’t get a good lesson from it. The scripted logo was a BAD choice for me. I thought I was going in the right direction but not really. I spent hours creating and developing this concept but after lots of feedback I was able to realize that this is more Kleenex than Zerply.
Here I wanted to give the logo a bit of a 3D effect. I liked the result but I was not able to develop a concept out of the idea. Maybe another brand or lifetime for this one.
I like the playfulness in this logo, but in all honesty I don’t like its possible relationship with Zerply. Even though we are a young and fun company we still need to look professional.
In this logo I see continuity, smooth motion and youthful inspiration. This was my closest mark to what Zerply’s logo could have looked like. However, I needed to see what it would look like in color, more work was needed.
I see this and I imagine a serpentine falling almost weightless, creating a word as it floats in the air. A cool idea, but also not the right idea. It took me a while, but I am able to say that Zerply needs something else.
Here I am playing with the idea of moving pictures, which is what all movies and games are kind of all about. The only problem is that to me it doesn’t look fun or innovative.
Definitely not a good idea for a concept, or for an easy to read logo. I do like the way the two Zs look together, but this looks more for a bank than an on-line company.
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GOING THE RIGHT WAY Here I have discovered that I really like the idea of triangles and arrows interacting to create shapes of the letter “Z”. Triangles give me a feeling of simplicity, interaction and
Here I added a couple of triangles to the letter Z and I discovered that there is a great negative space shape concept to explore
Again, two big triangles interacting, but this time I am seeing the play and rewind buttons. This is a common element in the industry
innovation. As I point the arrows up or to the right I can denote “moving in the right direction,” or moving “upwards.” This could become a concept.
Two arrows going up and down can create the letter Z in negative space. I need to further explore the concept of the two arrows.
I like that I have arrows, negative space interaction and elements coming from different directions. This could find a concept
Taking the idea of arrows literally, I am creating shapes that have direction and purpose. I am seeing the letter Z or showing parts of it as shapes
This design shows a little bit of playful interaction as well as innovation. However, it may be too serious for what we want for Zerply.
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DISCOVERING THE FINAL CONCEPT Here I have discovered that I really like the idea of triangles and arrows interacting to create shapes of the letter “Z”. Triangles give me a feeling of simplicity, interaction
and innovation. As I point the arrows up or to the right I can denote “moving in the right direction,” or moving “upwards.” This could become a concept.
“Breaking through,” this concept is about Something awesome is finally being set free... that was until I realized Xbox already had that idea
To leave a trace of light an object moves fast in a dark background. It would be fun to play with this concept as it creates the new zerply logo design.
Two triangles come from different directions, united themselves to a slanted rectangle, creating the new Z for Zerply
I see this and I think of two simple shapes that create a logo in negative space, while also having their own meaning: simplicity
All my research, testing, and feedback gathering have taken me to a wonderful conclusion: Two triangles can create the basic shape of the letter Z. In the next page I take this simple concept and mold it into the identity of the new Zerply.
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FINAL CONCEPT Trace a straight line between 3 dots and what do you get? One the most basic geometric shape: The triangle. The new logo for Zerply is made with two triangles that create the letter Z in negative space. These triangles symbolize simplicity, interaction and collaboration. Not only that, they can
also represent the most basic component of a tool that is always involved in special effects, games and VR, the polygon, the polygon mesh. My goal for this concept is to refine it, polish it and make it shine as it becomes the new Zerply brand identity. Right now I am feeling very close to where I should be, but I still need to explore color and other simple tweaks to reach my final design.
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COLOR AND
PATTERNS Now that I have a concept in mind I am trying to play with color, form, patterns and typography interactions. I am also discovering the idea of adding more triangles into the logo design. I am realizing that I can take things a bit further.
Here I’m toying with the idea of turning triangles into shapes extracted from a polygon mesh.
How about showing pixels within the logo? I am thinking it might complicate visual clarity.
What if I also start using gradients for the final design? I need to research this option a little more.
There’s definitely something cool about off-print effects. I want to explore this a bit more.
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Chapter 4
FINAL VARIATIONS
FIRST DIGITAL VARIATION
Logo + Typography
Pattern elements
In my last color experiment I discovered that if I use 4 triangles I can actually create a better “Z� in negative space. What I am doing now is playing with shapes and patterns created by those patterns. I like using lines showing shapes interacting with color. Here I am playing with a brand mock up presentation so I can visualize my logo and a simple pattern with color.
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SECOND DIGITAL VARIATION
Logo + Typography
Pattern Elements
I am feeling closer than ever to my final design. This little variation really resonates with what I am trying to accomplish. I am using two different colors now, and I am also creating the illusion of transparency between the triangles. This further supplements my concept of interaction between all parts of a whole. I feel that my color palette needs to be adjusted next.
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Chapter 5
FINAL DESIGN
ZERPLY’S LOGO & PATTERN DESIGN Cashing out on all efforts
I believe that I have arrived at my final destination. My research, experiments and feedback all lead me to feel very confident with I have designed. The Zerply brand now has a logo, type choice and color scheme. The angles on the triangles, the typography, everything has been carefully selected with the purpose of creating an eye catching and useful design.
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SOCIAL MEDIA BRANDING Facebook is the virtual hub where millions of people enjoy interacting with family, friends and businesses alike. Even though Facebook does not provide a lot of customization for
business pages, organizations can still make the most out of their available options. Here’s what Zerply’s identity looks like on Zuckerberg’s website. Zerply’s cover photo can be used as a stand along graphic or as an image place holder. Color and placement of each space should be constantly changed or updated.
The use of zerply’s logo and patter is completely flexible. However, angles and colors should always be respected and never modified.
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AD CAMPAIGNS Our ad campaigns are very simple, but very direct. We call out a professional and we invite them to work together with us. Aside from the call to action we only have the Zerply logo and an active link attached to the ad. We want to appeal to the viewer’s curiosity and for that reason we only use visually powerful images. Our ads are made the same for all social media outlets, this helps to familiarize people with our brand and its new identity.
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PRINTED MEDIA USE
We utilize the colors and shapes that the Zerply logo provides into all our digital or printed media designs. There are no restrictions to how things are scaled up or down, or to which parts of the logo we use. However, we do respect the 55 degree angle that is always created by the triangle shapes in our logo.
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THE NEW
ZERPLY
Fun, energetic and full of creativity. The new Zerply brand is fully customizable to always look amazing on print or web projects. The logo, colors and design elements of the brand identity were created to interact with any object or element needed for branding.
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FINAL THOUGHTS
WHAT THIS PROJECT HAS TAUGHT ME SKETCHING WITH CONFIDENCE There are two important things that I will never have forgotten from the creation of this brand identity: Number 1 is that sketching can very well be the most important step in the design process. Number 2 is that in order to achieve simplicity you have to be willing to design for practicallity and not to show off your skill. In my initial design steps I was very sure that creating a logo based on a scripted design would have been the best way to go. For that reason I spent many hours trying to perfect that idea, drawing and even creating digital variations of my sketches. However, at a certain point I was able to see that this was not working for the benefit of the brand; I had to start over. At first I got a little upset, but I later realized that if it wouldn’t have been for all the sketches and experiments I tried I would have probably stayed with the wrong concept idea all along. Another important thing I learned was to trust my instincts a bit more. Along the process of this project I started to see that even when I had a good idea I would turn in down in my own head thinking “that will never work.” However, once I started to ignore my own doubts I stumbled upon the concept that became the new Zerply brand identity.
In conclusion
Though difficult and very time consuming this project has been an incredible learning EXPERIENCE. I feel very confident that I can continue working on similar projects while actually enjoying every step of the process. I am now looking forward to any project coming ahead in the near future.
Once I started to ignore my own doubts I was able to come up with the concept that became the new identity for Zerply.
