02 VIS UA L D EVELO PMENT GU IDE
DELOREAN
VISUAL DEVELOPMENT GUIDE
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VISUAL DEVELOPMENT GUIDE
DELOREAN
VISUAL DEVELOPMENT GUIDE
“A dream doesn’t become reality through magic; it takes sweat, determination and hard work.” – Denis Waitley / American motivational speaker
DELOREAN
VISUAL DEVELOPMENT GUIDE
TABLE OF CONTENTS
CHAPTER CHAPTER
01 02
VISUAL RESEARCH
IDENTITY DEVELOPMENT
1.1 THE OLD DELOREAN LOGO
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1.2 IDEAS AND CONCEPTS
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1.3 VISUAL CONCEPTS RESEARCH
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2.1 LOGO DESIGN
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2.2 TYPOGRAPHY STANDARDS
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2.3 PHOTOGRAPHY STYLE
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DELOREAN
VISUAL DEVELOPMENT GUIDE
VISUAL RESEARCH
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THE OLD DELOREAN LOGO 1.1
VISUAL DEVELOPMENT GUIDE
Before we start to the visual development process, take a look and understanding the design from the past is also significant. This can be a good strategy to continue some good inspirations from the old design and continue the strong point of the brand in the past. The origin and the designer of old Delorean logo were unknown. The old Delorean logo has shown the initial of Delorean Motor Company with round extra bold type with no ornaments. The mood and tone of the initial logo represent strong feeling and logotype show luxury and classy feeling. This logo also shows the innovation by itself and really different from the ordinary logo at that period of time.
VISUAL RESEAR C H
STRONG & BOLD
LUXURY
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IDEAS & CONCEPTS 1.2
VISUAL DEVELOPMENT GUIDE
The first step is brainstorming and researching. The ideas and concepts of this project started with the core and vision of John Z. Delorean and the main mission of new Delorean. This organization will encourage innovative people to dare to chase their passionate dream. Then, I came up with 2 main ideas to combine together to fit our objectives and help explore new visual that suit for the brand and also emphasize the main mission of DeLorean.
VISUAL RESEAR C H
1ST IDEA
2ND IDEA
The 1st idea is to use initial of Delorean name.
The 2nd idea is to combine the visual that rep-
This organization is about the vision of John Z.
resent the mission of the brand. Concepts the
Delorean. So, emphasize the name of the most
mostly fit to the idea are moving forward, into
important person will let audiences get the idea
the future and secret passion.
about who we are.
MOVING FORWARD
INITIAL ‘D’
INTO THE FUTURE
SECRET PASSION
Represent the mission of future deDelorean Represent John Z. Delorean
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VISUAL CONCEPTS RESEARCH 1.3
VISUAL DEVELOPMENT GUIDE
This process is to look into the world of design that help us to bring new inspiration to apply to the new Delorean visual system. Through this process, we’ll divide into 3 groups based on 2nd idea and concepts that we got from the previous process to apply to the 1st idea that are moving forward, into the future and secret passion. This process will also help to avoid the similarity of the overall visual concept from the other brand.
VISUAL RESEAR C H
CONCEPT NO.1
( M O V I N G F O R WA R D)
When thinking about moving forward, the arrow is the best symbol to represent this concept. Arrow help people get the meaning of pushing, encouraging and also fast. Arrow shape also shows the strong and energetic feeling to the overall visual. The challenge of this concept is to find the arrow shape that can contain the initial of Delorean and also can represent the mission and vision of the brand.
RELATED SHAPE & SYMBOLS RESEARCH
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LOGO RESEARCH
VISUAL DEVELOPMENT GUIDE
VISUAL RESEAR C H
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CONCEPT NO.2
VISUAL DEVELOPMENT GUIDE
( F U T U R I S T I C)
The mission of Delorean mostly involves with innovation and better future. So, the futuristic is another way to describe the new Delorean. This challenge of this concept is trying to find shapes and forms that can represent Delorean in a futuristic way. From the research process, most of the logo in this category usually involve with geometric shape and science.
RELATED SHAPE & SYMBOLS RESEARCH
VISUAL RESEAR C H
LOGO RESEARCH
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CONCEPT NO.3
VISUAL DEVELOPMENT GUIDE
(S EC R E T PA S S I O N )
This concept is about the passion that hiding inside and waiting to get out. From the research process, most of the logo in this category usually use an open box, open door, key and lock, overlap objects, objects that had some part cut out or shape that stand out from the other shape as their symbol.
RELATED SHAPE & SYMBOLS RESEARCH
VISUAL RESEAR C H
LOGO RESEARCH
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VISUAL DEVELOPMENT GUIDE
IDENTITY DEVELOPMENT
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LOGO DESIGN 2.1
VISUAL DEVELOPMENT GUIDE
The first process to develop the identity of Delorean starts from logo design. The process to develop new Delorean logo divided into 5 phases starts from raw pencil sketches through finalizing in the computer. This is the opportunity to explore new materials and also help narrow the overall mood and tone of the brand identity.
PHASE
01
PHASE
02
PHASE
03
PHASE
04
PHASE
IDENTITY DEVELOP M E NT
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ICONOGRAPHIC LOGO SKETCHES (3 concepts)
BEST CONCEPT SELECTION + ICONOGRAPHIC LOGO SKETCHES (Chosen concept)
TYPOGRAPHIC EXPLORATION
COMPUTER ROUGH SKETCH + FINAL LOGO SELECTION
FINALIZATION
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PHASE 01
VISUAL DEVELOPMENT GUIDE
ICONOGRAPHIC LOGO SKETCHES (3 concepts)
This phase is the phase to expand the opportunities to find new ideas and materials from the concept that we got from the research part. This phase broke into 3 camps that are moving forward, futuristic and secret passion.
CAMP NO.1 / MOVING FORWARD
IDENTITY DEVELOP M E NT
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CAMP NO.1 / MOVING FORWARD (Cont.)
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IDENTITY DEVELOP M E NT
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CAMP NO.2 / INTO THE FUTURE
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IDENTITY DEVELOP M E NT
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CAMP NO.2 / INTO THE FUTURE (Cont.)
VISUAL DEVELOPMENT GUIDE
IDENTITY DEVELOP M E NT
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CAMP NO.3 / SECRET PASSION
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IDENTITY DEVELOP M E NT
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CAMP NO.3 / SECRET PASSION (Cont.)
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IDENTITY DEVELOP M E NT
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PHASE 02
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BEST CONCEPT SELECTION + ICONOGRAPHIC LOGO SKETCHES (Chosen concept)
After the 1st phase, the moving forward was the chosen concept because of the meaning that fit Delorean vision and mission and also the interesting visual outcome. This phase will explore more about the shape and form of the chosen concept and also apply some possibilities from another 2 concepts to the main concept.
IDENTITY DEVELOP M E NT
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IDENTITY DEVELOP M E NT
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IDENTITY DEVELOP M E NT
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IDENTITY DEVELOP M E NT
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PHASE 03
VISUAL DEVELOPMENT GUIDE
TYPOGRAPHIC EXPLORATION
After phase 2, we already got many successful sketches that had an opportunity to be the final logo. So, we want to explore more with type. This phase will combine the icon with type to see the various using option of the logo and also explore the style of typeface that fit overall visual concept.
IDENTITY DEVELOP M E NT
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PHASE 04
VISUAL DEVELOPMENT GUIDE
COMPUTER ROUGH SKETCH + FINAL LOGO SELECTION
After trying many icons with type in phase 3, many pros and cons of each style of arrow shape showed up such as, some icon can use really great in vertical but bad in horizontal. So, we bring all that experiences and start to convert them to vector shape to see the mood and tone in the computer.
THE CHOSEN ONE
IDENTITY DEVELOP M E NT
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VISUAL DEVELOPMENT GUIDE
IDENTITY DEVELOP M E NT
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PHASE 05
VISUAL DEVELOPMENT GUIDE
FINALIZATION
From phase 4, the final logo is already chosen. This final phase is the phase to edit and finalizes the new Delorean logo. Along the process, it not just finding the icon and type style to use as the logo, but many good ideas from the previous phase also combine to the strategy to design the final logo such as hexagon grid and hiding passion.
LOGO ANATOMY & MEANING BEHIND
THE HIDING ARROW
INITIA L 'D'
FORWA RD
IDENTITY DEVELOP M E NT
GRID Delorean grid came from the shape of graphic element that use to decorate DMC-12.
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TYPOGRAPHY EXPLORATION
VISUAL DEVELOPMENT GUIDE
Typography is also one of the most important part to create the consistency visual and style to the visual system. This part will specificly explore the typeface that fit to the mood and ton of new Delorean.
2.2
This is the example of typeface that we chose to use during the logomark development process. The strong point that fit to the visual system is the sharp and strong shape. But it really hard to find the typeface that have the same characteristic with the logomark. So, I decided to create custom typeface for new Delorean.
LOGOTYPE Logomark is impotant to use as primary mark but logotype is also a good choice to use in different design situation. During the journey through the logomark process, this is the process of finding the right logotype that fit to overall mood and tone of new Delorean.
CUSTOM LOGOTYPE
1ST REFINEMENT
In first refinement, I have an idea to make simple and strong geometric typelogo can differentiate from the logomark when it stay together. I also combine some part from the logomark that can see from the ‘D’ shape with 65 degree angle same as the degree that use in logomark.
2ND REFINEMENT (f inal)
For the second refinement, the overall shape of logotype is too strong when combine with logomark. So, I decided to use 65 degree angle to cut some part of each letter to logotype can suit with logomark when it stay together. cuting some edges also create unique mood to the logotype.
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VISUAL DEVELOPMENT GUIDE
TYPOGRAPHIC SYSTEM The overall text need consistency, So this process is to find the right typeface combination to use for entire visual system. The main idea to choose the right geometric typeface that contain futuristic character and have shape and form that can going together with logomark and logotype.
TYPEFACE EXPLORATION
NO.1
Title : Blender Pro Body text : Klint Std
NO.2
Title : Liberator Body text : Etelka Pro
DELOREAN DMC-12
DELOREAN DMC-12
The DeLorean DMC-12 (commonly referred
The DeLorean DMC-12 (commonly referred
to simply as the DeLorean as it was the only
to simply as the DeLorean as it was the only
model ever produced by the company) is a
model ever produced by the company) is a
sports car manufactured by John DeLorean’s
sports car manufactured by John DeLo-
DeLorean Motor Company for the American
rean’s DeLorean Motor Company for the
market from 1981–83.
American market from 1981–83.
NO.3
Title : Blender Pro Body text : Aktiv Grotesque
NO.4
Title : Astrolyte Body text : Blender Pro
DELOREAN DMC-12
DELOREAN DMC-12
The DeLorean DMC-12 (commonly referred
The DeLorean DMC-12 (commonly referred to simply as the DeLorean as it was the only model ever produced by the company) is a sports car manufactured by John DeLorean’s DeLorean Motor Company for the American market from 1981–83.
to simply as the DeLorean as it was the only model ever produced by the company) is a sports car manufactured by John DeLorean’s DeLorean Motor Company for the American market from 1981–83.
BODY
FINAL DECISION
After the exploration, I found that Blender pro have a really sharp, strong and futuristic mood and tone that really suitable for overall visual style of new delorean. It also not over decorate. For body text, Klint also share futuristic idea with Blender pro but contain more positive feeling that can break overly strong mood and tone from visual style and create beutiful atmosphere to the visual system.
A
Blender Pro (TITLE / SUBTITLE)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Klint Std (BODY TEXT)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 49
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VISUAL DEVELOPMENT GUIDE
COLOR THEORY AND PSYCHOLOGY 2.3
This is the process to find the proper color for the visual system. The main color is the dark grey that inspired from the original delorean color and also the color that mostly recognized from stainless steel design from DMC-12. The secondary color need to be the bright color that show the strong, innovative mood and tone.
NO.1
Title : Blender Pro Body text : Klint Std
NO.2
Title : Liberator Body text : Etelka Pro
NO.3
Title : Blender Pro Body text : Aktiv Grotesque
NO.4
Title : Astrolyte Body text : Blender Pro
FINAL DECISION The final color palettes that use for New Delorean visual system is combination of bright green and dark grey. The phychology behind green color are that bright green can represent positive thinking and also contain energetic and active feeling.
D ELOREAN GREY Pantone Solid Coated Black 7 C Pantone Solid Uncoated Neutral Black U HEX : #404041 R : 65 G : 64 B : 66
C:0 M:0 Y:0 K : 90
D ELOREAN GREEN Pantone Solid Coated 375 C Pantone Solid Uncoated 2290 U HEX : #99ff00 R : 158 G : 255 B:0
C : 40 M:0 Y : 100 K:0 51
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A digital version of this visual standard guide book is available online at center-for-innovation.org All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted, in any form or by any means, electronic, mechanical, photocopy, recording or otherwise, without the written permission of Delorean organization Designed by Panupong Premvaranon Printed in the United States of America.
VISUAL DEVELOPMENT GUIDE
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DELOREAN
VISUAL DEVELOPMENT GUIDE