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American Task Force Visual Development Guide A Rebranding Project of Bureau of Alcohol, Tobacco, Firearms and Explosives
Published by Favie Chiu, 2016 For Academy of Art University MFA Graphic Design Course: Gr604 The Nature of Identity, Fall 2016. – For more information please visit
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www.maintainsafety.info
A M E R I C A N TA S K F O R C E
Contents
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Visual Analysis
Identity Development
THE OLD LOGO
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NEW CONCEPTS
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LOGO RESEARCH
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LOGO SKETCHES
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DIGITAL SKETCHES
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REFINEMENTS
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“We must trust our own thinking. Trust where we’re going. And get the job done.” —Wilma Mankiller
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Wilma Pearl Mankiller (November 18, 1945 – April 6, 2010) was the first female chief of the Cherokee Nation. A liberal member of the Democratic Party, she served as principal chief for ten years from 1985 to 1995.
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Visual Analysis The Old Logo New Concepts Logo Research
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Chapter
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THE OLD LOGO Before developing a new portrayal of ATF, we look at its past design. ATF’s old logo has a quite official yet very dated look to it. An old-school scale offers a visual representation of the balance it maintained with the American people. The look of an official seal gives it an authoritative feel. The name, in all caps and a simple typeface, placed around the perimeter of the circular logo, further establishes its official appearance.
# What Can Be Different Symbolize The balance scale in the middle of the current logo refers to the department of Treasury, which is not representative of our current mission. It can be more powerful and recognizable by creating a symbol that is simple and easier for the audience to read.
Differentiate
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Our competitors have similar logos that look like a seal, and very hard to depict if not large enough in scale. Simplifying the logo can make our mark be more meaningful and stand out from our competitors.
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NEW CONCEPTS n order to give a new meaningful and powerful logo, giving three different concepts that are representative of the brand soul and mission will help the direction be more clear. It will also help us move towards our concept without losing the spirit of the brand.
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In the three different concepts, there are three different keywords that guide the new direction. The key phrases are the specific meaning of the keywords.
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Sheltered Astute
Monitor
United Fierceness
Key Phrase
Using force to protect from unpleasant realities.
Manipulation and intelligence.
Controlling the environment no matter day or night.
Trustworthy and reliable aggressiveness as a unit. Community protection.
Elements
Eagle, Bat, Protect, Claw, Web, Ultrasonic wave.
Maze, Fierce, Vulture, Data transform, leopard, Gene, Magnet, Lion.
Camera, lizard, eyes, core, ninja.
Lion, Eagle, Wolf, Shield.
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Concept
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LOGO RESEARCH
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Logos can be useful for the audience and the brand itself to be memorized easily and recognized instantly. Looking for other inspiration and reference is what we are doing right here. By looking at these logos, we can easily know how to symbolize and differentiate the pros and cons.
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1 Competitor Logos
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Most of the competitors are governmental law enforcement organizations or bureaus. The main goal of making the symbol of American Task force will be to make it more meaningful and powerful for the audience to recognize.
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2 Similar Logos
This group is mostly shields with open wings or eagles. Mostly sport teams.
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This group is mostly the W shape with eagles.
This group is mostly shields with speedy effects to the logo. Mostly sport teams and ideas related to “United States.”
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Taking a glance at the similar logos can be useful for American Task Force to not follow in the same path as others, but also as an inspirational reference to reinforce the brand soul—American way.
Identity Devolopment Logo Sketches Digital Sketches Refinements Final Logo
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Chapter
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LOGO SKETCHES Identity development is a long process. First we sketch out the idea, visualize the concept, and make them into a unique symbol that is customized and special for the brand itself.
strengthen customize symbolize
visualize
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soul
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Concept 01
Sheltered Using force to protect form unpleasant realities.
“Let us not pray to be sheltered from dangers but to be fearless when facing them. ” — Rabindranath Tagore
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Rabindranath Tagore ( 7 May 1861 – 7 August 1941), was a Bengali polymath who reshaped Bengali literature and music, as well as Indian art with Contextual Modernism in the late 19th and early 20th centuries.
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Eagle, Bat, Protect, Claw, Web, Ultrasonic wave.
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Sheltered
Sheltered is a word that is related to what the brand is dealing with— controlling and maintaining the safety issues throughout the nation.
01 Claw / Protection
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Protecting us by ourselves
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02 Bat / Eagle
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Protecting our community under our wings and ultrasonic
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01 03 Web / Spider
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Protection can also be our attack.
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Concept 02
Astute Manipulation and intelligence.
— John Davison Rockefeller Sr. John Davison Rockefeller Sr. (July 8, 1839 – May 23, 1937) was an American oil industry business magnate and philanthropist, who is considered to be the wealthiest American of all time by virtually every source, and— largely—the richest person in modern history. A M E R I C A N TA S K F O R C E
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“As an astute businessman looking out to the future, he would be moving out of fossil fuels and investing in clean, renewable energy.”
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Maze, Fierce, Vulture, Data transform, leopard, Gene, Magnet, Lion.
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Astute
Transforming data into advantages that can be beneficial for the organization. Protecting the society in an astute way.
01 Data Transform / Maze / Gene
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Protection the society in an astute way
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02 Vulture / Fierce
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Using our intelligence to show fierceness.
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Concept 03
Monitor Controlling the environment no matter day or night.
— Ivan Krastev Ivan Krastev born 1965 in Lukovit, Bulgaria, is a political scientist, the Chairman of the Centre for Liberal Strategies in Sofia, permanent fellow at the IWM, Institute of Human Sciences in Vienna.,and 2013-14 Richard von Weizsäcker fellow at the Robert Bosch Stiftung in Berlin.
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Camera, lizard, eyes, core, ninja.
“As a rule, governments monitor people.”
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Monitor
The core, the eye and the center are the major exploration of this idea. We are the center of the world. We watch our people from the center of the world.
01 Eye / Core
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Using eye or core to represent the idea of monitoring and the center.
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03 02 Data / Monitor Lizard
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Using lines to represent data and environmental monitoring.
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Concept 04
United Fierceness Trustworthy and reliable aggressiveness as a unit. Community protection.
— Bono Paul David Hewson (born 10 May 1960), known by his stage name Bono, is an Irish singer-songwriter, musician, venture capitalist, businessman, and philanthropist. He is best known as the lead vocalist of rock band U2.
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Lion, Eagle, Wolf, Shield.
“To be one, to be united is a great thing.”
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03 01 Lion / Shield
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The fierce, the protection, the shield, the king of the jungle.
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Wolfs are spirit animals and for centuries have been seen as sources of meaning, wisdom and power. At their origins, spirit animals or totems, have been symbolic guides of our unconscious minds to journeys of self-discovery.
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Wolf / Shield
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03 02 Eagle / Shield
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Eagle is the symbolic animal of America.
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“Every bird of prey looks over its shoulder before it goes in for the kill, even a hawk. Even they know to watch their backs – every single one but an eagle. It’s fearless.”
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Michelle Horst is an international bestselling author of Predator, The Monster Series and many others. She loves writing anything from Young Adult to Suspense Romance.
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–Michelle Horst
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DIGITAL SKETCHES In the digital sketches, we focus on how to represent the idea of fierce and united. Basically within the concept of "united fierceness" and exploring more of the variations to continue to the final stage.
eagle shield wolf
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lion
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Lion + Shield
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Eagle + Shield
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Wolf + Shield
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REFINEMENTS After exploring the logo in various directions, we find the best one to move forward and combine with the logotypes.
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REFINE
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Fine.
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Explorations
Since we decided to use the eagle which is a perfect representation of America, we started to explore more about how can incorporate a shield that has an eagle inside.
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Decision
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“Safety from external danger is the most powerful director of national conduct. Even the ardent love of liberty will, after a time, give way to its dictates.” –Alexander Hamilton
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Alexander Hamilton (January 11, 1755 or 1757 – July 12, 1804) was an American statesman and one of the Founding Fathers of the United States. He was an influential interpreter and promoter of the U.S. Constitution, as well as the founder of the nation's financial system, the Federalist Party, the United States Coast Guard, and The New York Post newspaper.
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Copyright
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2016 Favie Chiu
American Task Force Visual Developement Guide is a non-commercial project for educational purpose and is not intended to represent or replace the original brand.
Course / The Nature of Identity Instructor / Hunter Wimmer Design / Favie Chiu www.faviedesign.net authoryfavie@gamil.com _ Image Source / Pexels, Arasport, Wallpaper Cave, Wallpaper Abyss. Article Source /
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Wikipedia, Bureau of Alcohol Tobacco Firearms and Explosive (ATF ), AZ QUOTE, Lonerwolf
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