THE VISUAL DEVELOPMENT GUIDE Minh Do - Spring 2017
THE VISUAL DEVELOPMENT GUIDE
TABLE OF CONTENTS
01. 02.
VISUAL RESEARCH Brainstorming Logo Competitors Logo Inspiration
08 10 14
LOGO DEVELOPMENT Initial Sketches Further Development Refinement Meet The Final Logo
18 28 34 44
01.
VISUAL RESEARCH Brainstorming Logo Competitors Logo Inspiration
08 10 14
HUMMER
THE VISUAL DEVELOPMENT GUIDE
01 - VISUAL RESEARCH
BRAINSTORMING The Hummer logo design started on 3 keywords that based on the soul of this brand which was getting back men’s power, tough and strength through new experiences form the new journey. After divergent ideas, the best keyword and visual ideas of the Hummer logo came out. From the first sketches, I picked out three keywords which are Power, Strength and Journey. However, to be better with the idea, I changed those three keywords to Power, Strength and Tough.
INITIAL KEYWORDS Strength Journey Toughness
BEST KEYWORDS Strength Toughness Power
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THE VISUAL DEVELOPMENT GUIDE
LOGO COMPETITORS The following brands have the similar logo design with Hummer. Most of the shapes are based on the letter H or the combination of the letter H with the Hexagon shapes. So, logo competitors are very important while making an adjustment and decision to prove a point that we are different from them.
HUMMER
Himanshu is a leading Importer, Manufacturer & Supplier of Plastic plain bags , plain bags, plastic mesh vegetable bags from Mandsaur.
Howe is a medium sized company for building and construction. It comes from Essen, Germany.
01 - VISUAL RESEARCH
Hilton Construction base on Hilton hotel. It advices a property throughout the hotel development process.
Honda is a Japanese company, which provides automobiles, aircraft, motocycles and power equipment.
The Hochschule Hannover is a University of Applied Sciences in Hanover, German.
Hammond Lumber Company is one of the largest independent building material suppliers in New England.
Houzz is a website and online community, which concerns about architecture, interior design and decorating, landscape design and home improvement.
Henneberry Properties is a rental apartments and houses, which bases in Stillwater, Oklahoma.
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THE VISUAL DEVELOPMENT GUIDE HUMMER
Holiday Inn is an American brand of hotels and a subsidiary InterContinental Hotels Group
Double H Ranch provides and support programs for children and their families dealing with life-threatening illnesses.
Harvard University has this logo, which is an identify of the Athletics Marketing Intern department in Havard University.
Logo for Dr. Farida Selim’s physicochemical laboratory. The lab is located in Bowling Green State University. Physics and Astronomy Department, Ohio.
A logo was designed by Richel Tong, for a company that has created a device and app for the tracking of moles and skin cancer.
Haggar is a manufacturer of men’s clothing based in Dallas, Texas. It markets clothing in the U.S, Canada and Mexico.
01 - VISUAL RESEARCH
A new logo designed by Mirek Janczur. Reliant Energy offers affordable electricity plans across Texas for homes and businesses.
Amster logo was developed for a masterbatches company by Shylesh. The mark is a combination of chemical bond, human bond and the letter ‘A’ from the brand name.
Kersvers comes from Netherlands, which is a design agency that loves to work with progressive brands to create meaningful design and create a future where technology empowers people.
Castle Construction is a full service design, remodeling, and construction firm serving Bay Area.
Spider Strategies is a performance management software company. We’re based in Washington, DC, but we have employees and customers all over the world.
Quiqup, a London-based delivery startup that offers an app and service similar to Postmates in the U.S., has partnered with take-out ordering service hungry house to let partner restaurants outsource delivery. 13
HUMMER
THE VISUAL DEVELOPMENT GUIDE
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2
01 - VISUAL RESEARCH
LOGO INSPIRATION Inspiration logo is one of the important steps in The Visual Development Guide in my opinion. I get some inspiration from the logos, which have the geometric hexagon with a the tough letter H. Also, working with grids is very important for a good logo in design nowadays, and you can see that in my inspiration.
1 GEOMETRIC SHAPES Approaching the design with geometric shapes of hexagon and letter H makes the logo look strong, tough and powerful * Havok Logo - A logo design for sale in www.designcrowd.com.
2 PERFECT GRIDS Working with grids is very important for the modern logo and it makes the logo have a good ratio and professional look. * A logo from Kersvers, which is a design agency in Netherlands.
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02.
LOGO DEVELOPMENT Initial Sketches Further Development Refinement Meet The Final Logo
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THE VISUAL DEVELOPMENT GUIDE
INITIAL SKETCHES The initial sketches separated into 3 camps that based in three initial keywords, Strength, Journey and Tough. Each of the camps has the specific words explanation in order to give the keyword an accurate meaning.
HUMMER
INITIAL KEYWORDS Strength Journey Toughness
02 - LOGO DEVELOPMENT
STRENGTH Something represents for strength, such as panther, army, dumbbell, chain, arrow, punch, etc.
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THE VISUAL DEVELOPMENT GUIDE
This sketch looks strong with hexagon shape, and it can be improved for next step.
HUMMER
This sketch has the geometric shapes and it has potential to improve to be better.
02 - LOGO DEVELOPMENT
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THE VISUAL DEVELOPMENT GUIDE HUMMER
JOURNEY Something represents for travcel, mountain, compass, location, etc.
02 - LOGO DEVELOPMENT
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HUMMER
THE VISUAL DEVELOPMENT GUIDE
02 - LOGO DEVELOPMENT
TOUGHNESS Something represents for brick, beehive, diamond, infinity, time, etc.
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THE VISUAL DEVELOPMENT GUIDE HUMMER
This sketch has more potential than the others. It has the strong circle with the geometric shape of “H” letter.
02 - LOGO DEVELOPMENT
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THE VISUAL DEVELOPMENT GUIDE
FURTHER DEVELOPMENT First I choose 3 initial keywords, which are Strength, Journey and Toughness, then I change to 3 new keywords, Strength, Touchness and Power to emphasize the power of the brand and my brand soul as well. After that, the best chosen camp is based on the 3 camps (symbolic mark, graphic mark and word mark). Now, I start to do sketches and go to digital roughs.
HUMMER
BEST KEYWORDS Strength Toughness Power
02 - LOGO DEVELOPMENT
SKETCHES The sketches are based on the 3 final keywords 3 camps.
Two shapes in this sketch are combined into one graphic mark which is strong and bold. So, it has potential to improve more.
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THE VISUAL DEVELOPMENT GUIDE HUMMER
It is the sketch I like most. Can it be the last one somehow? Let’s improve more!
02 - LOGO DEVELOPMENT
For this one, it also looks strong and tough, but it needs to improve more with the bolder shapes.
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THE VISUAL DEVELOPMENT GUIDE
It is a good idea to play with hexagon shape, letter “H” and the breaking shapes.
HUMMER
It is not a bad idea to try with the inclined graphic mark.
02 - LOGO DEVELOPMENT
DIGITAL ROUGHS The digital roughs are based on the best refinement sketches.
HUMMER
HUMMER
HUMMER
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HUMMER
HUMMER
THE VISUAL DEVELOPMENT GUIDE
REFINEMENT After picking out some of the best chosen, the letter H with strong shape of shield or hexagon have the most potential to form the final logo. The refinement starts with sketches as well, the goes digital versions.
HUMMER
SKETCHES The sketches are based on the best refinement sketches. Now, they look strong, powerful and tough.
02 - LOGO DEVELOPMENT
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HUMMER
THE VISUAL DEVELOPMENT GUIDE
02 - LOGO DEVELOPMENT
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THE VISUAL DEVELOPMENT GUIDE
DIGITAL VERSIONS The first idea has the potential to be refined, which is based on the shape of the shield and geometric letter “H”.
HUMMER
HUMMER
HUMMER
02 - LOGO DEVELOPMENT
HUMMER
HUMMER
HUMMER
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THE VISUAL DEVELOPMENT GUIDE
DIGITAL VERSIONS The second idea also has a good look, which is based on the shape of the shield and geometric letter “H”. However, they look like the logo of the University. So, it is considered to improve for the final logo.
HUMMER
HUMMER
HUMMER
02 - LOGO DEVELOPMENT
HUMMER
HUMMER
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DIGITAL VERSIONS The third idea has the most potential idea, which is based on the hexagon shape and geometric letter “H”. I decided to improve this idea for the final logo. For the final, I tried to break the hexagon shape around the letter “H” to make more interesting, and it looks more powerful.
HUMMER
HUMMER
02 - LOGO DEVELOPMENT
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THE VISUAL DEVELOPMENT GUIDE
MEET THE FINAL LOGO
HUMMER
After improving some refinements, the letter H with hexagon shape have the most potential to form the final logo. The color choice which is orange and black combines with the geometric shapes of logo make the good modern and professional look. Overall, the final logo emphasizes the Strength, Power and Tough, which are also the new soul brand of Hummer.
02 - LOGO DEVELOPMENT
THE FINAL LOGO A symbol anatomy is the construction and proportion of a logo elements. The minimum required clear space measures as X mark. 30° is required every angle. Remember to maintain the proportion and structure.
1/2X 30°
30° 1/2X
1/3X
2X
1X
1/4X
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CITED Wikipedia.com Pexel.com Pinterest.com Tumblr.com Seaadventurethailand.com Alamy.com
Copyright Š 2017 MINH DO This book is a non-commercial work produced as a student project for an edutional purpose. All content for The Visual Development Guide was collected, conceived, written and design by Minh Do. Design Consultation Hunter Wimmer, GR 604 Nature of Identity Academy of Art University