VISUAL DEVELOPMENT GUIDE
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VISUAL DEVELOPMENT GUIDE
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Table of Contents
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01 VISUAL ANALYSIS 06 Previous Logo 08 Our Key Concept
02 NEW CONCEPT 12 Initial Sketch 24 Secondary Sketch 32 Tertiary Sketch
03 FINAL VISUAL 42 New Brand Mark 44 Logo Similarties
04 VISUAL STANDARDS INSPIRATION 52 Inspiration Example
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Visual Analysis —PREVIOUS LOGO —OUR KEY CONCEPT
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Previous Logo Before moving forward on the new concept of our new logo, we had a chance to take a look at the evolution of the logo from past present. We will present our concept for new logo at the following chapter.
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VISUAL ANALYSIS
1967
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Our Key Concept Before starting to sketch the new logo, we evolved our initial three keywords into a key phrase which helped to guide the visual concepting our brandmark. From the three keywords—Joyful, Community, and Interactive, we began to sketch new logos in three different camps which include symbols, graphics, and wordmarks.
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VISUAL ANALYSIS
JOYFUL Playing as child. Round and Bold.
COMMUNITY Doing the same thing. Connect and Group.
INTERACTIVE Respond to the actions. Staggered and Negativespace.
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New Concept —INITAIL SKETCH •PHRASE1 •PHRASE2 •PHRASE3 —SECONDARY SKETCH —TERTIARY SKETCH
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PHRASE 1_JOYFUL
Initial Sketch We were inspired by ferris wheels and firework. Both ferris wheel and firework are round in shape and usually represent happiness and joy.
The idea is that people play together in the round shape.
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NEW CONCEPT
This shape represents the meaning of the smile.
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THE BEST 10 REFINE
Distillation The rounded edge shape was selected as a part of logo distillation to create the meaning of joyful.
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This is the best idea in this camp. It looks simple and clean.
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PHRASE 2_COMMUNITY
Initial Sketch Two similar shapes connect to represent the meaning of collaborating.
The idea is to draw the shape of people and connect two shapes together to make it look like N.
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This idea came from the idea of joints. There are two circles to connectall strokes together.
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Distillation The connected shape was selected as a part of logo distillation to create the meaning of community.
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Seven circles connect together to represent the meaning of people collaborate together.
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This idea came from the concept of puzzle. Two pieces have to connect each other to make a complete shape.
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PHRASE3_INTERACTIVE
Initial Sketch The concept for this keyword is using two similar shapes and leaving negative space. To make it looks like two people interactive.
The idea comes from a chameleon interactiving with nature and changing color in different environments.
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THE BEST 10 REFINE
Distillation Most of the selected sketches have simple shape and looks like letter N.
Put two similar shapes together to create the letter N.
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PHRASE_INTERACTIVE
Secondary Sketch Based on the consequence of the initial sketch, the best concept is interactive. We made the new definition for Nintendo’s interactivity—to get up and get active for fun. For this step, we explored more sketches based on our new definition of interactive.
We made it point up at the top right to represent the meaning of getting up.
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We used the arrow on the top right here to represent the meaning of up.
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This shape comes from Nintendo’s control buttom. We wanted to make it look more related to our brand.
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The idea is using two similar shapes to create a negative space which looks like the letter N.
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The left and right side separately represent two different person. The face to face position represent two people are interactive.
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THE BEST 10 REFINE
Secondary Distillation After distilling the visual concept, we choose the idea that using two similar shapes to create the letter N. However, refining logotype still is in the process of future exploration. To emphasize getting out of the chair and be active, we made the stroke thick and going up. We tried a variety of different thickness of stroke and different combination of the two similar shapes in order to find the most efficient visual.
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Tertiary Sketch In this step, we took the best idea from secondary sketches and created three camps that include symbol and type. The reversed cut “N” is the final idea for our new logo.
B&W
COLO
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Blue represents technology and yellow represents active.
COLOR
NEW CONCEPT
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COLOR COLOR COLOR COLOR
B&W Using strong stroke to represent the feeling of action. And the connected part represents the community.
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COLOR
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LOR LOR LOR OR
COLOR
COLOR
&W
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B&W
COLOR
OLOR
COLOR CHAPTER 2
NEW CONCEPT
COLOR
We tried to use circle to make it looks more fun and friendely.
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Final Visual —NEW BRAN DMARK —LOGO SIMILARITIES
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New Brand Mark Our new logo, the result of our hand and digital sketching, is now shown on the next page. The challeng for our new logo was to make sure each part is in the same ratio. We made two even shapes in the square with 50 degree angles to make the negative space look like the initial letter of Nintendo. We used two different colors for the logo because we want to represent different characters as each shape to convey collaboration and interactivity.
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Symbol
Logotype
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Logo Similarities To ensure the success of the rebranding, investigating various logos and marks are very important. Here are some look-a-like logos that came up during the research in order to avoid any similarities with our new logo.
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[ SKATEBOARD COMPANY ] Z-FLEX uses negative space to create the letter Z, which uses the same technique as us. But the difference is one of their negative space crossed out of the circle but the other doesn’t.
[ TECHNOLOGY COMPANY ] This mark use one bold stroke to create the letter. But added the arrow at the end.
[ TECHNOLOGY COMPANY ] NFC uses two similar shapes in the square to create the letter N. This is similar to our new logo. The difference is we have different angles of those two shapes.
[ COFFEE MACHINE COMPANY ] Similar to our mark, this combines two same shape to create the letter N. But we don’t have the curve and long tail for the new logo.
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[ COMPUTER SOFTWARE COMPANY ] This company uses two similar shapes to create the letter, like we do. But Nuance doesn’t line up to those two shapes.
[ CLOUD-BASED SOFTWARE COMPANY ] This also uses two similar shapes to create the letter, like we do.
[ AN APP OF MICROSOFT ] This app uses the letter N as a logo. But News Pro made their logo more sharp than us.
[ INSURANCE COMPANY ] Nissan makes a square and knocks out the shape of letter N to create a logo. It’s similar to our new logo but the letter N looks chiseled in the shape.
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[ STREAMING MEDIA SERVICE COMPANY ] Netflix uses the bold letter N as their logo just like our brand.But the N of the Netflix logo is brighter and darker color with shadow, which we don’t have.
[ ENERGY DRINK COMPANY ] Starting with the same letter as we do, our logos are bold and powerful. But they make it more square to convey an edgy feeling.
[ WINE RETAILER ] Using the geometric N as logo, this brand adds the wine bottle in negative space to emphasize what do they sell. Also, they use an outline to combine the word mark and iconic logo together in the same space, which is what we don’t.
[ COMPUTER SOFTWARE COMPANY ] Adobe also makes the knock out lettering stand out in a square. But the technique we used is different, our negative space is well balance.
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[ DELIVERY SERVICES COMPANY ] Both of Nintendo and Fedex treat the word mark in a similar way. The negative space between E and X of Fedex shows an arrow. But what we do is replace the negative space by triangle in letter e, d, and o.
[ FOOD AND DRINK COMPANY ] The same word mark starts with letter N and uses a geometric font. But Nestle makes the logo type look rounder than us.
[ IT COMPANY ] Another word mark that starts with the letter N. Both of us use the geometric typeface as word mark. But they treat it rounder in some parts.
[ FOOTWEAR AND APPAREL COMPANY ] Converse uses a star to replace the negative space in letter O. Like we use negative space to create our new logo. This is simialr to we used negative space.
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[ LOGO FOR BASKETBALL PLAYER CALLED PAUL GEORGE ] Both our brand use the same shape like the lying funnel and the bold sharp line. But the difference is they make two lines come across at the middle point.
[ CABLE NEWS NETWORK COMPANY ] We use the same technique as CNN for our logo. Using two similarshapes we left the negative space between these two shapes. The difference is theirs look rounder.
[ CAR COMPANY ] Seal also uses two similar shapes as the letter. They show contrast in their logo and round the corners. Also, they use the extended font and round the corners to make it more friendly.
[ TECHNOLOGY COMPANY ] Namecoin uses letter N as logo. They show the letter N in negative space and round the corners of two lines. But they don’t make the negative space cross out the circle.
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Visual Standards Inspiration —INSPIRATION EXAMPLES
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Inspiration Before stepping into the next rebranding guide book, here is some inspiration I found from other companies standard guides. The purpose of these examples is to give a sense of the content in our next book.
Telling people how we combine our logo in part.
Using X to show how we measure the distance and how far should be use for the clear space.
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Using the big slash cross the logo shows what not to do.
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Using the square grid to show how we make the new logo.
VISUAL DEVELOPMENT GUIDE
Using squares to show the colors to use including the CMYK number.
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Shows the different uses usages in different backgrounds.
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Shows alternate versions of the new logo by a list.
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Shows the typeface looks like in uppercase, lowercase, number, and symbol.
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Strive to the Next Phase After the birth of our new brandmark, it’s necessary to understand the proper use of the overall visual system of our brand. The next guideline will take you to the intention behind our logo usage guidelines.
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CLASS GR604 Nature Identity INSTRUCTOR Hunter Wimmer PHOTOGRAPHY iStock https://sportsaspire.com/benefits-of-team-sports https://wonderopolis.org/wonder/how-many-people-can-play-tug-of-war https://www.timeanddate.com/holidays/fun/card-playing-day https://twitter.com/zhugeex/status/779652361694380032 http://www.hickorync.gov/content/national-day-play
SOFTWARE Adobe Creative Suite TYPEFACES Lubalin Graph Din Next Pro BINDINE & PRINTING Blurb.com
THIS BOOK IS AN NON-COMMERCIAL WORK PRODUCED AS A STUDENT PROJECT FOR EDUCATIONAL PURPOSE DESIGN BY MAN LIN LIN PRINT IN UNITED STATE AMERICA
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