T HE VISUAL DEVELO PMENT G UID E
T HE VISUAL DEVELO PMENT G UID E
TABLE OF CONTENTS 01 Concept
02 Development
03 Final Logo
Former Identity
Initial Sketches
Final Sketches
Conceptual Research
Chosen Direction
Final Options
Develop Sketches
Color Exploration
Digital Sketches
Final Logo Similar Logos
08
CHAPTER 01 CO N C EPT
C HA PT ER 0 1 C ON C EPT
01
Concept Former Identity Conceptual Research
09
010
CHAPTER 01 CO N C EPT
FORMER IDENTITY
In order to create a new logo, it is important to search the soul of the original one, both conceptually and visually. The former mark of Roxy is actually formed by combining two of Quicksilver logo and forming the shape of a heart. Roxy was born in 1990 and the brand was launched by Quicksilver, the Roxy logo was born three years later. This brand has grown into a large company for young women. The heart shape gives the logo a feminine touch that captures the essence of the brand while reflecting the origins of the brand.
Quiksilver
Roxy
FOR M ER IDEN T IT Y
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012
CHAPTER 01 CO N C EPT
CONCEPTUAL RESEARCH Quiksilver Logo Concept The Quiksilver logo, a cresting wave and snow-capped mountain, was designed by founder Alan Green and John Law in 1973 and has become a marque of excellence. Since 1969, Quiksilver has maintained its commitment to quality and performance, and taken this message around the world. Born on the beach, Quiksilver’s core concept of fashion with function has now been embraced by all who enjoy active outdoor lifestyles. The cresting wave and snow capped mountain logo symbolises excellence and authenticity. The logo was inspired by a famous Japanese woodcut depicting a typhoon wave and Mt Fuji.
C ON C EPT UA L R ESEA R C H
013
Roxy Logo Concept Previous
Present
Shape
Color
Font
When Roxy was first founded, the company wanted to make sure people noticed and recognized the brand, so the word “ROXY” was printed above the heart. To further emphasize the feminine nature of the brand, the X was shaped like a stylized flower. Once the Roxy name and reputation was firmly established, the brand name was removed from the top of the logo.
When it was first created, the Roxy logo was almost always displayed in either hot pink or aqua blue. These colors were both trendy and feminine when the company was originally created. Once extremely girly products fell out of style, Roxy began to use more neutral colors for their logo.
Roxy’s first logo had a customized, sans-serif font, with a lot of frilly design elements. As the brand moved to a more gender neutral logo, this font was replaced with a simpler, Helvetica-inspired font. In the current incarnation, the logo has no text, so no fonts are used in it.
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CHAPTER 02 DEV ELOPM EN T
C HA PT ER 02 DEV ELOPM EN T
02
Development Initial Sketches Chosen Direction Develop Sketches Digital Sketches
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016
CHAPTER 02 DEV ELOPM EN T
INITIAL SKETCHES The following are three different directions of logo sketches, daring, connection and nature. For the initial sketches, we kept the idea of combing a fox’s tail to R and show the feeling of tough but cute.
Daring 01 \ Powerful couragement
IN IT IA L SKETC HES
We kept the idea that a more minimalist approach using a knocked out square depicting sky, mountain, and sea.
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018
CHAPTER 02 DEV ELOPM EN T
INITIAL SKETCHES
Connection 01 \ Connection between human and nature
IN IT IA L SKETC HES
We omitted this idea because it gave the feeling of dizzy instead of the vortex.
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020
INITIAL SKETCHES
Nature 01 \ Mountain and wave
CHAPTER 02 DEV ELOPM EN T
IN IT IA L SKETC HES
We kept the idea that put the wave below the mountain but took of the flag.
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022
CHAPTER 02 DEV ELOPM EN T
INITIAL SKETCHES
We can keep this idea, but one of the colors should be feminine like “pink”, or it would be just like other sports brands and not special.
Nature 02 \ Mountain and wave
IN IT IA L SKETC HES
For the initial sketches, we chose this logo and combined rectangle and arrow to make the simple graphic logo.
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024
CHAPTER 02 DEV ELOPM EN T
INITIAL SKETCHES We kept the idea of combing sky, mountain and wave, but we need to simplify a little bit to make it more clear.
Nature 03 \ Mountain and wave
IN IT IA L SKETC HES
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026
CHAPTER 02 DEV ELOPM EN T
CHOSEN DIRECTION Fun + Daring = Adventurous We chose “Adventurous” as our logo direction.
FUN
ADVENTUROUS
DARING
C HOSEN DIR EC T ION
INSTEAD OF TRYING TO MAKE YOUR LIFE PERFECT, GIVE YOURSELF THE FREEDOM TO MAKE IT AN ADVENTURE, AND GO EVER UPWARD. — Drew Houston
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028
CHAPTER 02 DEV ELOPM EN T
DEVELOP SKETCHES After initial sketches, we narrowed down the direction and explored more logos.
Adventurous 01 \ Fun and daring
We chose the idea of “badge” to make a rectangle logo and combine sky, mountain and wave.
DEV ELOP SKETC HES
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030
CHAPTER 02 DEV ELOPM EN T
DEVELOP SKETCHES
We kept the idea of the movement between mountain and wave, but make it more simple.
Adventurous 02 \ Fun and daring
DEV ELOP SKETC HES
031
032
CHAPTER 02 DEV ELOPM EN T
DIGITAL REFINEMENT We chose these logos, but the movement of wave needs to be simplified.
ROXY ROXY ROXY
ROXY ROXY ROXY
ROXY
ROXY ROXY ROXY ROXY
ROXY ROXY
ROXY ROXY ROXY ROXY
ROXY ROXY ROXY
ROXY ROXY
DIGITA L R EFIN EM EN T
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034
CHAPTER 03 FINAL LO GO
C HA PT ER 0 3 FIN A L LO GO
03
Final Logo Final Sketches Final Options Color Exploration Final Logo Similar Logos
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036
CHAPTER 03 FINAL LO GO
FINAL SKETCHES
We decided to design the logo by the idea of the badge, so the shape of the new Roxy logo would be a rectangle. Also, the logo is the combination of an arrow, mountain and wave. We sketched logo on the grid to make it more clean and accurate.
FIN A L SKETC HES
037
038
FINAL SKETCHES
CHAPTER 03 FINAL LO GO
FIN A L SKETC HES
039
040
CHAPTER 03 FINAL LO GO
FINAL SKETCHES
We explored the different placement of wordmark.
FIN A L SKETC HES
041
042
CHAPTER 03 FINAL LO GO
FIN A L SKETC HES
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044
CHAPTER 03 FINAL LO GO
TYPE TREATMENT The grid we used for wordmark was the same as the symbol, so they can be in the system.
T YPE T R EAT M EN T
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046
CHAPTER 03 FINAL LO GO
COLOR EXPLORATION
The pink arrow represent feminine, and we explored the different colors for the mountain and wave.
C OLOR EX PLOR AT ION
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048
FINAL OPTIONS
CHAPTER 03 FINAL LO GO
FIN A L OPT ION S
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050
CHAPTER 03 FINAL LO GO
FINAL LOGO
The final Roxy logo is a combination of an arrow, mountain and wave, and the pink arrow sticks out in order to present the feeling of the breakthrough. The logo demonstrates the concept of encouraging women to be active and get out of their comfort zone. The Roxy wordmark is all caps, and the letter X is formed by combining two of the pink arrow.
FIN A L LO GO
5X
1X
1X
1X
1X
1X 0.5X
2X
0.5X
1.5X
0.5X
11X
1.5X
0.5X
1.25X
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CHAPTER 03 FINAL LO GO
SIMILAR LOGO After completing the final logo, we have found that there are many similar competitor logos: arrow, triangle, mountain, wave and repeat lines. The goal is to keep away from creating a similar logo to other brands but keep the logo authentic.
C HA PT ER 0 3 FIN A L LO GO
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054
CHAPTER 03 FINAL LO GO
VISUAL STANDARD INSPIRATION
Clear Space
Logo Composition
For ultimate visibility and impact, it’s important to retain a designated ‘clear space’ around the signature. The way to show clear space should be simple and easily understand so that people can realize immediately.
Every brand has different logo composition includes signature, symbol or wordmark. Companies won’t recreate signature for every layout. As a result, the guideline should be very clear to show people how to use the signature in the right way.
C HA PT ER 0 3 FIN A L LO GO
Logo Don’t Do
Brand Color
A lot of thought and effort has gone into determining the perfect relationship between the elements that make up the signature. Follow the “Don’t Do” rules is important.
The brand color represents the personality of the brand. List all the color option and explain the rules of usage so that people can easily understand.
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CHAPTER 03 FINAL LO GO
CONCLUSION The logo process of Roxy has come a long way through different keywords and methods. This book is created to document the logo conceptual process of Roxy and also to represent the appearance of our new position. The next book, we will come up with more detail of the Roxy logo, the future extension of Roxy, and all new products and services to complete our new mission.
C ON C L USION
057
This book is a noncommercial project for educational proposes and is not intended to represent the Roxy brand. Designer Nemo Liu Photography Unsplash.com Software Adobe Creative Cloud Typography Brother 1816 Athelas Binding Blurb.com