02 THE VISUAL DEVELOPMENT GUIDE
02 THE VISUAL DEVELOPMENT GUIDE
WE ARE BRAVE. WE ARE STRONG. WE ARE POWERFUL.
CONTENTS
06
CHAPTER 01 LOGO SKETCHES
26
CHAPTER 02 LOGO REFINEMENT
08 Phase One | Courage
28
Mixed Camps
16 Phase Two | Strong
30
A Scratch
22 Phase Three | Powerful
36
H + Scratch + Shield
44
Similar Logos
8 â– HUMMER BOOK 02 THE VISUAL DEVELOPMENT GUIDE
CHAPTER 01 LOGO SKETCHES
To define a key phase is a strategy direction for guiding the visual development of our brand. Three key phases based on our brand soul— to provide the strength and power for off-road adventure. In each key phase, they are separated into three camps— graphic only, graphic and type, and type only.
CHAPTER 01 LOGO SKETCHES ■ 09
PHASES 1 | COURAGE
Our brand supports people having adventures. Doing challenging activities brings braveness to people. I explored the first phases on the symbol of courage and complete this particular courage through logo sketches.
Graphic only
10 â– HUMMER BOOK 02 THE VISUAL DEVELOPMENT GUIDE
Some ideas could work at this point, but they are not strong or tough enough. Hummer was the top brand, but the idea itself doesn't represent the Hummer personality enough. It could be a general logo for any brand.
CHAPTER 01 LOGO SKETCHES â– 11
To find the symbol of courage and braveness is the purpose of these sketches. The symbol can represent the feeling and the meaning of character.
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Some ideas aren’t appropriate for a logo because they show different meaning and context. The symbolized animals don’t influence the feeling enough.
CHAPTER 01 LOGO SKETCHES ■ 13
To explore more ideas is a solution for creating a logo. But at this point, nothing can convey our toughness.
Graphic and type
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All these logo sketches are too generic. Hummer has more character and strength. Most sketches are too gentle and elegant such as a curve and circle.
CHAPTER 01 LOGO SKETCHES â– 15
The shape of a letter forms significantly inspires the word mark. Adjusting the letter form to be more sharp and strong helps to promote an aggressive personality.
Type only
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The least amount of sketches is too fancy. Hummer is a fierce brand. To keep it simple is a better idea.
CHAPTER 01 LOGO SKETCHES â– 17
PHASES 2 | STRONG
Our brand provides and supports the strength for adventureminded people. We give emphasis on life experience more than anything else. Also, Hummer is the strongest car in the world. We brought our unique personality to create our new logo.
Graphic only
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These sketch ideas focus on a symbolized animal, but it is a weak visual. We are stronger than anyone else, from inner strength through outer strength.
CHAPTER 01 LOGO SKETCHES â– 19
A shield provides protection from danger, risk, or an unpleasant experience. It is a suitable symbol for presenting our brand. Moreover, the initial H is a unique idea to present our brand.
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The letter H and shield are on a right path. To investigate more idea is an important point in this step.
Graphic and type
CHAPTER 01 LOGO SKETCHES â– 21
The big bold and very thick type are idea for exploring type only logos. The whole concept is to present he power and strength. This is only way to express it.
Type only
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OUR STRONG MEANS STRONG THE REAL WAY— STRONG BODY AND STRONG MIND.
CHAPTER 01 LOGO SKETCHES ■ 23
PHASES 3 | POWERFUL
We develop people's experiences, which brings a real power to their lives instead of the display of power. They will have the ability to go through any situation.
Graphic only
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The idea is to find the most compelling visuals and represent a powerful feeling at the same time. A scorpion is the best idea through this point. Its tail has a venom, which is the real power.
CHAPTER 01 LOGO SKETCHES â– 25
A scratch is the most powerful idea. It represents the power from inside—true power, which can destroy or severely damage something. This idea inspires the final logo.
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To combine a name with a scratch is a dominant idea to show our power with our brand name.
Type only
CHAPTER 01 LOGO SKETCHES â– 27
CHAPTER 02 LOGO REFINEMENT
To refine the potential logo sketches and deliver them to digital sketches are the second process for establishing a unique brand logo and different from other brands.
MIXED CAMPS
In three camps— graphic only, graphic and type, and type only were picked for refinement sketches and turned into digital sketches. In the first round, ten potential ideas were delivered as a digital version.
Graphic only
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One direction that was chosen to develop is a scratch, which shows power and represents our soul.
Graphic and type
Type only
CHAPTER 02 LOGO REFINEMENT â– 31
A SCRATCH
The second decision is based on the first round. A scratch is the best idea. It is the right answer for the Hummer brand, which presents strength and power. To expand the scratch idea will lead us to create a successful brand mark.
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To combine graphic and type has a potential, but this sketch graphic and type aren't going together. It needs to integrate somehow such as touching or wrapping.
CHAPTER 02 LOGO REFINEMENT â– 33
These sketches mostly focus on the different shape of scratches and claws. The purpose is to find the best shape and structure of a scratch.
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These sketches compare the idea between a scratch and animal claw or only a scratch to see what is better to use as a logo.
CHAPTER 02 LOGO REFINEMENT â– 35
When sketches are turned into a digital version, they don't look like a logo. Simplicity is more important at this time.
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A SCRATCH HAS THE POWER TO DESTROY SOMETHING AND CAUSE SOMEONE A WOUND.
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CHAPTER 02 LOGO REFINEMENT â– 37
H + SCRATCH + SHIELD
In the final round, the idea is based on logo sketches by integrating the initial H, scratch, and shield.
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From the first and second round, everything has changed in the final round. The decision also has changed following the process to find the best solution.
CHAPTER 02 LOGO REFINEMENT â– 39
The cross marks mean these logo sketches are too similar to another logo. It is not a good idea if a logo looks like the others.
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A SHIELD CONVEYS A PROTECTION. IT ABLE TO RESIST ANY PRESSURE OR DAMAGE.
CHAPTER 02 LOGO REFINEMENT â– 41
From a variety of sketches, the first digital version was delivered. To provide various digital sketches gives more opportunity for making better decision and moving forward.
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A triangular shield doesn't exhibit elegance. It is too serious and blocks the letter H. It should be more ambitious. On the other hand, a big scratch conveys power rather than small scratch.
Logos are in rectangles very close to the final logo.
CHAPTER 02 LOGO REFINEMENT â– 43
These sketches make the final logos very distinctive. A scratch shows a unique personality—power. It relates to our brand soul.
44 ■ HUMMER BOOK 02 THE VISUAL DEVELOPMENT GUIDE
Before the final logo, the idea emphasizes the negative space between the letter H and the shield. By adding a powerful graphic element— a scratch makes our brand logo more different from another brand. Moreover, a word mark ideas base on a shape of the shield.
CHAPTER 02 LOGO REFINEMENT ■ 45
SIMILAR LOGOS
Among the competition, many brands have similar logos. It is very important while making an adjustment and decision to prove a point that we are different from them.
THE INITIAL H H is the first letter of our brand name. We researched similar
05 | Hochschule Hannover (HsH)
logos by showing H letter. These logos added some graphic ele-
The Hochschule Hannover (HsH) is a University of Applied
ment to exhibit stronger visual. They helped us to develop our
Sciences in Hanover, in German.
logo and made it different from them.
06 | Harvard University
01 | Hilton Construction
This logo is an identify of the Athletics Marketing Intern
Hilton Construction bases on Hilton hotel. It advice a property
department in Harvard University.
throughout the hotel development process.
07 | Horror Multimedia
02 | Holiday Inn
Oakland Raiders is a professional American football bases in
Holiday Inn is an American brand of hotels, and a subsidiary
Oakland, California.
InterContinental Hotels Group.
08 | Haggar
03 | Honda
Haggar is a manufacturer of men's clothing based in Dallas,
Honda is a Japanese company, which provides automobiles, air-
Texas. It markets clothing in the United States, Canada, Mexico.
craft, motorcycles,and power equipment.
09 | Houzz
4 | Double H Ranch
Houzz is a website and online community, which concerns about
Double H Ranch provides and support programs for children
architecture, interior design and decorating, landscape design
and their families dealing with life-threatening illnesses.
and home improvement.
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THE LETTER H IS A GENERAL IDEA BUT WE ARE MORE THAN H WITH ANOTHER GRAPHIC.
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CHAPTER 02 LOGO REFINEMENT â– 47
A SHIELD MEANS NOTHING IF A LOGO IS USED IN THE SAME WAY AS OTHERS.
A SHIELD We represent the strength through a shield. Among these similar logos, the shields are visually represented which are similar to our logo. But we are different from them by integrating its shape with the initial H.
05 | United Parcel Service (USPS)) United Parcel Service, Inc. (UPS) is an independent agency of the United States government responsible for providing postal service in the United States.
01 | Lamborghini
06 | Porsche
Lamborghini is an Italian brand and manufacturer of luxury
Porsche is a German automobile manufacturer specializing in
sports cars and SUVs based in Sant'Agata Bolognese, Italy.
high-performance sports cars, SUVs and sedans.
02 | University of New Hampshire (UNH)
07 | Arsenal
This logo represents the University of New Hampshire in Dur-
Arsenal is an English professional football club. It based in
ham, New Hampshire, U.S.
Highbury, London. It is the top flight of English football.
03 | Tesla
08 | Warner Bros. Pictures
Tesla Motors is an American auto maker and energy storage
Warner Bros, pictures is is an American entertainment com-
company, which specializes in electric cars.
pany, film studio and film distributor.
4 | Raiders
09 | National Hockey League (NHL)
Oakland Raiders is a professional American football bases in
The National Hockey League is a professional ice hockey league.
Oakland, California.
The NHL is considered to be the premier professional ice hockey league in the world.
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CHAPTER 02 LOGO REFINEMENT â– 49
A SCRATCH A scratch promotes power, which is a unique insight into our
05 | Finish the Fight
soul. It is a unique and strong element that makes our logo dif-
Finish the Fight is a slogan for Cascade Bruins Football 2014.
ferent from other brands.
06 | Monster Energy
01 | The Wildcats
Monster Energy is an energy drink,which supports extreme
The Wildcats is Interior Savings Western Canada Invitational-
sports events.
High School Boys Basketball Tournament.
07 | Cars with Scars
02 | Dark Claw Studio
Cars with Scars is a mobile paint repair Company. It specializes
Dark Claw is design studio in New York Studios by Stephen
in small to medium dents, dings, scuffs, scratches, polishing and
Anthony, who is the brainchild of founder, creative director,
paint work.
writer, and janitor.
08 | World Wrestling Entertainment (WWE)
03 | Fresno Grizzlies
WWE is a combination of real wrestling moves and choreo-
The Fresno Grizzlies are a minor league baseball team based in
graphed stunts performed by professionally trained athletes.
Fresno, California.
09 | 93.7 The scratch Radio
04 | The Claw
This is a Jasper High School radio channel logo, which provide
This is a logo owned by Dreamworld for Info box.
by the students.
50 â– HUMMER BOOK 02 THE VISUAL DEVELOPMENT GUIDE
WE ARE UNIQUE BY COMBINING THREE ELEMENTS TO SHOW OUR BRAND IDENTITY.
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CHAPTER 02 LOGO REFINEMENT â– 51
WE KNOW THAT WE'RE DIFFERENT. IT'S TIME TO CONSTRUCT OUR VISUAL STANDARDS GUIDE. HUMMER BOOK 3 | THE VISUAL STANDARDS GUIDE
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