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
6
THE VISUAL DEVELOPMENT GUIDE
01 LOGO RESEARCH
LOGO RESEARCH 01 03
PAST TENSE CURRENT COMPETITORS FUTURE COMPETITORS
7
THERANOS
THE VISUAL DEVELOPMENT GUIDE
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.
8
LOGO RESEARCH
9
THERANOS
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01 03
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
11
THERANOS
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01 03
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
13
THERANOS
01 03
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THE VISUAL DEVELOPMENT GUIDE
LOGO RESEARCH
LOGO DEVELOPMENT 02 03
KEY WORDS INITIAL SKETCHES
15
THERANOS
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02 03
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.
16
LOGO DEVELOPMENT
17
THERANOS
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02 03
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.
18
LOGO DEVELOPMENT
Inform pencil sketches
19
THERANOS
02 03
Inform pencil sketches
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THE VISUAL DEVELOPMENT GUIDE
LOGO DEVELOPMENT
21
THERANOS
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02 03
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
23
THERANOS
02 03
Empower pencil sketches
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LOGO DEVELOPMENT
25
THERANOS
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02 03
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.
26
LOGO DEVELOPMENT
Access pencil sketches
27
THERANOS
02 03
Access pencil sketches
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THE VISUAL DEVELOPMENT GUIDE
LOGO DEVELOPMENT
29
THERANOS
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02 03
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.
30
LOGO DEVELOPMENT
Type pencil sketches
31
THERANOS
02 03
Type pencil sketches
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LOGO DEVELOPMENT
33
THERANOS
01 03
03
THE VISUAL DEVELOPMENT GUIDE
FINAL LOGO 03 03
34
COMPUTER REFINEMENT THE NEW LOGO SIMILARITIES
LOGO RESEARCH
35
THERANOS
THE VISUAL DEVELOPMENT GUIDE
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.
36
FINAL LOGO
Computer refinements round_01
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THERANOS
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02 03
Computer refinements round_02
THERANOS
THERANOS
THERANOS
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THERANOS
FINAL LOGO
THERANOS
THERANOS
THERANOS
THERANOS
THERANOS
THERANOS
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THERANOS
02 03
Computer refinements round_03
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THE VISUAL DEVELOPMENT GUIDE
FINAL LOGO
41
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02 03
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
42
WINDOW
T
=
LETTER T
SYMBOL
FINAL LOGO
43
THERANOS
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02 03
SIMILARITIES AVOID CREATING ANALOGOUS IDENTITIES
SIMILAR IDENTITIES
44
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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THERANOS
02 03
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THE VISUAL DEVELOPMENT GUIDE
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