Theranos_The visual development guide

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BOOK_02 BOOK_02 THE THEVISUAL VISUAL DEVELOPMENT DEVELOPMENTGUIDE GUIDE


“Only those who attempt the absurd will achieve the impossible.” –M.C. Escher



CONTENTS LOGO RESEARCH 01 03

08 12 14

PAST TENSE CURRENT COMPETITORS FUTURE COMPETITORS


LOGO DEVELOPMENT 02 03

16 18

KEY WORDS INITIAL SKETCHES

FINAL LOGO 03 03

36 42 44

COMPUTER REFINEMENT THE NEW LOGO SIMILARITIES


THERANOS

01 03

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THE VISUAL DEVELOPMENT GUIDE


01 LOGO RESEARCH

LOGO RESEARCH 01 03

PAST TENSE CURRENT COMPETITORS FUTURE COMPETITORS

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THERANOS

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01 03

PAST TENSE OUR PAST LOGO

This logo has been the face of our company for the past few decades. Theranos were working to bring about a day when lab testing is accessible and affordable for everyone. So people can engage with their health and their physicians like never before, and no one has to say goodbye too soon.To become the leading, revolutionary company we promise to be, we need to forfeit this mark in the light of a progressive look.

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LOGO RESEARCH

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PAST COMPETITORS ACADEMIC RESEARCH

Our past competitors advocate to provide health care products or focuses on nutritionals, diagnostics, generic drugs and medical devices. By researching past competitors’ logos to understand what features should be kept and what should be removed. The goal is to avoid creating very similar logos but still have the connection with emotion connection to Theranos. The new logo should not fail in the same visual category as the organizations shown here.

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LOGO RESEARCH

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THE NEW COMPETITORS DATA VISIBILITY

The organizations shown here are companies that we’re striving to compete with. Most of the companies are experts in the field of diagnostic solutions, data visibility and genetic information. By researching other related companies and organizations’ logos to understand what parts are the things we can borrow. To stand out from the competition, the new logo should look remarkably different from these companies.

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LOGO RESEARCH

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LOGO RESEARCH

LOGO DEVELOPMENT 02 03

KEY WORDS INITIAL SKETCHES

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KEY WORDS EMPOWER | ACCESS | INFORM

The three keywords: empower, access, and information, originate from the soul of Theranos. It is our mission to empower people by providing accessible customized health information. By using these keywords as inspiration, we can explore several visual concepts and ideas that pertain to our mission objective.

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LOGO DEVELOPMENT

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INITIAL SKETCHES_01 INFORM KNOW YOUR BODY

Naturally, this keyword fits into our vision. Since Theranos will provide services to help people to engage with their health information like never before. These explorations focused on dots, data and pixel. From here, we can pursue further. Our goal is to produce a logo that will stand the test of time.

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LOGO DEVELOPMENT

Inform pencil sketches

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THERANOS

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Inform pencil sketches

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LOGO DEVELOPMENT

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INITIAL SKETCHES_02 EMPOWER FOLLOW YOUR FREE WILL

Theranos’ vision has always been about empowering our patients, their loved ones, and the community. Empowerment still stands strong in the new direction of the organization. Our message of empowerment is even stronger and louder than before. The challenge here was coming up with symbols that evoke empowerment.

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LOGO DEVELOPMENT

Empower pencil sketches

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THERANOS

02 03

Empower pencil sketches

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LOGO DEVELOPMENT

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INITIAL SKETCHES_03 ACCESS ENTER YOUR BETTER LIFE

Our new vision embodies access. It’s important that the new mark represents in some way, shape, or form that any limits do not bind us. Rather, we’re driven by the existence of limitations and barriers. These explorations represent some insights we’ve discovered when trying to represent an element that is accessible.

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LOGO DEVELOPMENT

Access pencil sketches

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THERANOS

02 03

Access pencil sketches

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LOGO DEVELOPMENT

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INITIAL SKETCHES_04 TYPE TREATMENT EXPLORING LETTER FORMS

It’s important that the type treatment can express our soul in some way. These explorations represent some insights when trying to represent empower, access and inform.

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LOGO DEVELOPMENT

Type pencil sketches

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THERANOS

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Type pencil sketches

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LOGO DEVELOPMENT

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THE VISUAL DEVELOPMENT GUIDE

FINAL LOGO 03 03

34

COMPUTER REFINEMENT THE NEW LOGO SIMILARITIES


LOGO RESEARCH

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02 03

COMPUTER REFINEMENTS BRING TO COMPUTER

Pick several workable sketches and bring them into computer to see how they work in digital formats. The goal is to understand the production detail and process when drawing them digitally.

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FINAL LOGO

Computer refinements round_01

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Computer refinements round_02

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THERANOS

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FINAL LOGO

THERANOS

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02 03

Computer refinements round_03

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FINAL LOGO

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THE NEW LOGO INFORMATION EMPOWERING

Our new logo contains innovative thinking. The logo is the combination of three main ideas to represent the soul of Theranos. Pixel means information. Opened window means access. Letter T is the initial letter of Theranos. This combination conveys that Theranos will empower people by providing accessible information.

+

+ PIXEL

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WINDOW

T

=

LETTER T

SYMBOL


FINAL LOGO

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SIMILARITIES AVOID CREATING ANALOGOUS IDENTITIES

SIMILAR IDENTITIES

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FINAL LOGO

By researching visually similar logos help us to avoid creating analogous identities. It is also helpful to see how other companies treat the same pixel ideas differently.

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FINAL LOGO

“Design is so simple. That’s why it’s so complicated.” –PAUL RAND

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PHOTO SOURCES

PAGE

SOURCE WEB PAGE

02-03

https://mir-s3-cdn-cf.behance.net/project_modules/fs/82b8e831967273. 5668c011260ee6ba.jpg

04-05

https://mir-s3-cdn-cf.behance.net/project_modulema_3840/245fc8369037 79.572d6a273523beef30.jpg

06-07

https://mir-s3-cdn-cf.behance.net/project_modules/fs/2b8a9331967273. 5668c0938e78e.jpg

20-21

https://mir-s3-cdn-cf.behance.net/project_modules/max_3840/119965369 03779.572d6a2befa52.jpg

30-31

https://mir-s3-cdn-cf.behance.net/project_modules/max_3840/3a0584369 03779.572d6a2bf08a0.jpg

30-31

https://mir-s3-cdn-cf.behance.net/project_modules/ max_3840/3a058436903779.5788a0.jpg



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