2013
In memory of all the memories in my life
CON T EN T S THE BRAND
THE VISUAL IDENTITY
INTRODUCTION
INTRODUCTION
INSPIRATION
LOGOTYPE
THE BRAND ESSENCE
COLOUR TYPOGRAPHY PHOTOGRAPHY
THE APPLICATION INTRODUCTION ALL APPLICATION
12 3
THE BRAND
INTRODUCTION PINHOLE CAMERA HOLD A V E R Y I M P O R TA N T P O S I T I O N I N P H O T O G R A P H I C H I S T O RY. IT HAS A SIMPLE STRUCTURE, AFFORDABLE PRICE AND ALSO EASY TO USE FOR BEGINNERS AND PROFESSIONAL USERS. I t w il l be e a sy to st a r t yo u r interest in g in p h o to gra p hy by co l l e c ti n g c a me ra s. Th e re fo re I
b uil d a bra nd o f pinhole c a m era fo r p h o to gra p ic h o lic a n d c a me ra l ove r, prov i d e th e m a n al ter n at ive way to e njoy t h e a n a lo gu e p h o to gra p hy a n d th e f u n o f wa i ti n g.
THE IKONIC THE BRAND “IKONIC” B U I L D O N T H E PA S S I O N O F PHOTOGRAPHY AND ANALOG CAMERAS. JUST ENJOY THE FUN OF PINHOLE CAMERA AND ALSO THE PHILOSOPHY O F P H O T O G A P H Y. I kon ic is no t just a ha nd m a d e p in h o le c a m era b ra n d, it b uil d a n a lter native t h in k in g o n t h e way yo u t a ke p h otos. Shot slowly, th in k p rec isely is t h e co re idea of I k onic. Slow down yo u rself a n d t r y a n ew p h otogra phic st yle in I ko n ic way.
INSPI RATION
YOUR IKONIC TURE ICONIC T h e n ame of I k o nic co m e fo r m t h e greek “ εικόνα ”, m ea n s “ I ma g e”. Th e i co n i c i ma g e i n th i s ce ntu r y tel l a spe cific sto r y of histo r y, su ch a s t h e p o r t ra it o f C h e G u e va ra , S a i l o r k i s s i n ti me s qu a re a n d Tan k ma n in Tia na nme n sq u a re. Th ese sto r ies a re m emo ra bl e a n d be c a me a n i co n o f th e ti me. S o, w h at is your ico nic m o m ent in yo u r life? G raduat io n? wedding cerem o ny ? o r t h e b ir t h o f yo u r f i r s t ch il dren? I k onic is no t j u st a ca m era set, it will h elp yo u to f in d your ico nic mem o r y a n d c reate it by yo u rself.
THE BRAND ESSENCE THE IKONIC PINHOLE CAMERA ESSENCE IS “ C R E AT E Y O U R T R A C E O F L I G H T “ L ight, the mo st impo r t a nt elem ent o n t h e ea r t h . I t n u r i s h th e a n i ma l s,
ch arge the e ne rg y to th e t ree a n d p la nt s by t h e p h o to s y nth e s i s. LI ght g ave us the possib ilit y to see t h e sh a p e o f t h e wo r l d. Wh en we slow down o u r su t ter sp eed, t h e light will le ave s o me tra ce s o n th e f il m, t he se tra ces a re t h e evid en ce o f t h e sh a p es fro m l i g ht. O n th e o ther h an d, e a ch time the im a ge yo u c reate is rea l, is m o t i vate, i s th e s h a pe o f your me mor y, is your s p ec ia l t ra ce o f light.
BR AND P ER SON AL I T Y You create a mome nt, a t ra ce o r a t im e, t h at m ea n s you a re c re ate a atm os phe re of the min d by t h e p ic t u res yo u to o k . I t is s o f t, s tro n g, e th e re a l an d sl ie nce.
VA LUES T H E B R A N D VA L U E S
I NSP IR AT IO N I kon ic provide you a ne w p h o to gra p h ic exp er ien ce t h a n a ny o th e r d i gi ta l or an al og ue ca me ra yo u u sed b efo re. I n I ko n ic way, yo u g e t i n s pi re d by l on g l e ng t h t ime exposu re a n d yo u will k n ow wh at yo u wa nt to s h o o t i n th is m ome nt. I t will pu sh yo u to t h in k m o re in yo u r p oi nt o f v i e w.
KIT You w ill g e t whole set in o n e b ox. Th is is wh at yo u will g e t i n I kon ic pa ck a g e. Ba sica lly yo u d o n o t n eed to b u y o t h e r a cce s s o r i e s for your first I k o nic exper ien ce. Th e n egat ive film , view f i n d e r a n d anyth ing you need will in c lu d in g in o n e k it yo u p u rc h a s e d. I t w i l l b e convenie nt a nd quic k fo r b egin n er a n d t h e p eo p le w h o f i r s t tim e use film ca mera .
OBSCURA The init ia l co n cep t o f I ko n ic is co m e fro m c a me ra o bs c u ra , a n a n c i e nt technic s fo r p a int in g a n d sc ien ce st u d i e s. Th i s pr i n c i pl e th e o r y i nve nte d pinho le c a m era . I t lo o k sim p le, b u t it is a h e r i ta g e o f h u ma n c i v i l i z ati o n , a nd now it is in yo u h a n d.
N E WN E S S The re are at lea st 30 d igit a l ca m era b ran d s i n th e wo r l d bu t j u s t a fe w com p a n ies st ill fo c u s o n t ra d it io n al /a n a l o g c a me ra s a n d pro d u ce t he m. M o st p eo p le own severa l d evices fo r ta k i n g pi c tu re s, bu t ju s t fe w have a n a lo gu e ca m era , even t h e re n a i s s a n ce o f a n a l o g u e c a me ra is quite p o p u la r n owa d ays, su c h a s LO M O a n d Po l a ro i d i n th i s n i c h e ma r k e t. I ko n ic p in h o le c a m era is fresh , n e w n e s s i n th e c a me ra ma r k e t. O ld t ra d it io n a l m a ch in e m ix mo d e r n d e s i gn , th at i s w h at we differe nt a n d u n iq u e.
I MAG I N AT I O N I k onic ha s u n lit m ited way to c reate yo u r i co n i c mo me nt i f yo u h ave enoug h im a gin at io n . D o n o t lim it yo u a n d th e po s s i ba l i t y o f th e I k o n i c ca mera.
C R E AT I O N As yo u a re t h e sh u t ter co nt ro ler, yo u k n ow w h e re yo u s ta n d a n d w h at yo u a re wa it in g fo r. Now yo u n eed is n o t ti me a n d mo n e y, i t i s yo u r creatio n .
THE VISUAL IDENTITY THE CLOSEST D I S TA N C E BETWEEN MY BRAIN TO YOUR EYES. T h e v i s u a l i d e nti t y o f I k o n i c ba s e o n o n e co ncep t s, M o d e r n mi x R e tro. Th i s co n ce pt re f l e c t fro m th e pro d u c t “ Pi n h o l e c a me ra “ a n d I k o n i c b r in g i t ba c k to 2 1 s t ce ntu r y. I t is a mi x tu re o f tra d i ti o n a l a n d co nte mpo ra r y. Th e col o u r, t y pe f a ce a n d bra n d i ma g e I u s e a re fo llow a s e r i e s v i s u a l s ys te m.
Th e ex pl a i n ati o n o f th e bra n d i d e nti t y a p p lic ati o n w i l l s h ow n o n th e fo l l ow i n g pa g e s.
THE VISUAL IDENTITY
INTRODUCTION VISUAL AFFECT P E O P L E I N S TA N T LY A N D D I R E C T LY. VISUAL LIKE A SHELL WHICH IS COVER THE CORE IDEA AND GET S H A P E D F R O M I T.
FORM FOLLOW FUNCTION
-Louis Sullivan-
LOGOTYPE T h e l ogo of I k o nic co m p o sed by 2 elem ent s, ico n a n d wordm ar k . The ma in ico n is a so lid c irc le wit h a sm a ll h ol e in t he cent re. I t is a sy m b o l o f t h e len s o f p in h o le cam era. This circle is th e m o st visib le elem ent o f t h e identit y. I t repre se nt qu a lit y, st ro n g a n d co ntem p o ra r y of th e co re idea of the b ra n d.
100pt
50pt
25pt
T Y P E FA C E Bellerose light
A a B bC c AB C DEF G H I J K L MNOP Q R S TU V WXY Z a bcd e fg h i j k l mno p q r st u v w x y z 1 23 4 5 6 78 9 0 , . - ! ?
Criticized regular
A a BbC c A B C D E F G H I JK L MN O P QR ST UV WX Y Z a b c d e f g h i jklmn opqr s tuvwxyz
Avenir Next Condensed
AaBbCc
AB C D E FG H I JK L MN O PQR ST U VW X Y Z a bc def ghijk lmn o p q r s t u v wx y z 1234567 8 9 0 , . ?
STRAPLINES & L AY O U T
1. Lef t hand side
2.
R ight hand side
PROPORTIONS & DIMENSION
42x
x 6x 11x 1.3x 1.7x 3x
42x
17x
6x 11x
x 3x
19x
3x
9x
11x
x
x
x
9.5x
3x
29x
11x
x 2x
11x
12.5x
2x
42x
17 x
6x 11x 1.3x 1.7x 3x x 3x
22x
5x
16x
5.5x
15.3x
3x
S E PA R AT E D I C O N 1 THE CIR CLE
T h e idea of the circle i n sp ired by t h e len s o f p in h o le c a me ra .
Exclusion space
S E PA R AT E D I C O N 2 5
Circle s me a ns 5 step s in I ko n ic p h o to gra p hy p ro ces s e s.
Th e usa g e of the se 5 ci rc les c a n b e p u t to get h er o r sepa rate, d e pe n d s on your pur pose a nd m ed iu m .
Or iginal icon
5 Processes icon
Lo adi ng f i lm
R o l ling f i lm
S e arc hing by vi e w f inder
Wa it i ng fo r ex p o sure
Yo u r i co nic m o m ent
Th e rate o f e a c h i n n e r c i rc l e a re matc h g o l d e n rati o.
150mm
30mm
20mm
10mm
COM B I N ATION
+
=
M I N I M U M S IZE F o r th e b est q u a lit y to rea d, t h e m ini mu m s i ze o f l o g o t y pe n e ve r sma ller t h a n 10m m . Th e st ra p lin e n e ve r s ma l l e r th a n 5 pt.
10m m
10m m
10m m
10m m
5p t
LOGOTYPE USAGE F ol l ow the exclusio n sp a ce a n d lo go t y p e layo u t. Sim pl e circle ca n be pu t in t h e cent re o f yo u m ed iu m .
Envelope
Web s ite he a de r
Tin can st ick er
INFO . FERRI C A MMONIUM CITR AT E
250g
+44 7449-443805
a9106038@gmail.com
WARNING l ow toxicity chemical inside. Keep away from the kids .
Poster tube st ick er
FERRIC A MMONIUM CITR AT E 1 CY ANOTYPE PA CK
IMAG E
LOGOTYPE USAGE DON’T
The logot ype is in the wrong position.
Wrong logot ype
Wrong scale
Similar colour could be illegible.
Wrong angle
BRAND COLOUR M y chosen brand colours inspired by 2 elements, B&W photography and the mater ials of pinhole camera- wood and brass k nob. We choose 4 colours, black , gray white, dar k gray and light oliver yellow for my brand colour.
2
3
1
We wa nt to k eep th e co lo u r o n gray- to n e a n d ea r t h -to n e, be c a u s e th e s e colours build a se r ies o f at m o sp h eres o f silen ce, n atu re, s l ow a n d pe a ce.
4
COLOUR PLAETTE
104 C C : 7 M : 1 3 Y: 1 0 0 K : 2 8 R:181 G:160 B:16
1
2
PURE BLACK C : 0 M : 0 Y: 0 K : 1 0 0 R:0 G:0 B:0
426 C : 7 1 M : 6 5 Y: 6 4 K : 7 1 R:36 G:36 B:36
3
4
705 C : 2 M : 1 Y: 1 K : 0 R:247 G:248 B:249
Transparenc y effec t: Dar ken
Transparenc y effec t: None
COLOUR EFFECT I N S O M E S I T U AT I O N , I T I S P E R M I T T O S E T T R A N S PA R E N CY EFFECT ON THE YELLOW CIRCLE WHICH IS ON THE B&W PHOTO. IT WILL HELP THE ICON JUMP OUT THE PICTURES.
COLOUR USAGE
COLOUR USAGE
A lways t h e d a r k co lo u r co me w i th br i g ht co l o u r. M o s t o f ti me, t h e d esign o f I ko n ic co l o u r u s a g e a ppe a r w i th b& w ph o to s mi x wit h yellow t ra n sp a ren c y s o l i d c i rc l e.
Gray tone colour
Gray tone, B&W photo with transparenc y colour mar ks
Transparenc y solid circle with B&W photos
COLOUR USAGE DON’T No gradient on wordmar k and icon.
No similar ear th tone colour. (distinc tive issue)
No br ight colour or new colour.
TYPEFACE TYPOGRAPHY T Y P E FA C E A N D T Y P O G R A P H Y A R E B O T H I M P O RTA N T IN THE BRAND. Typography is the useful tool to communicate to your target audience. The st yle of t ype face I konic use are clear n and regonisable. Cleaning communication is the main topic in the t ypography.
&G
HEADING
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
Futura LT Book Bold
SUBHEADING
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
Futura LT Book Regular
CONTENT
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
Avenir Next Condensed Medium
CONTENT
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
Myriad Pro Regular
TYPO RAPHY
T Y P E FA C E U S A G E T h e l ayout on int roduc t io n b ro c h u re. Futura Lt Book-Bold show t h e ver y m o d er n a n d contempo ra r y st yle, a ls o ea sy to rea d.
Myriad Pro Regular
Futura LT Book Bold
Some special sign must be very clear like “warning“ for Futura LT Book, and the other informations for Avenir Next Condensed.
Avenir Next Condensed
Futura LT Book Bold
PHOTO GRAPHY
PHOTOGRAPHY AND COLOUR Th ese a re t h e s a mpl e s o f th e a ppl i c ati o n o f pi c tu re a n d co lo u r. Ph o to i s h i g h l y i mpo r ta nt pa r t o f th e bra n d. Pic t u res a re B & W ph o to w i th l o n g ex po s u re. Th at i s w h at we ca ll “m o t i o n bl u r ’.
PHOTOGRAPHY AND COLOUR USAGE THE TWO RULES ARE B&W PHOTO AND DARK O L I V E R Y E L L O W.
INTRODUCTION OF THE IKONIC
INTRODUCTION Th e s e d e s i gn f ro m ma n u a l, po s tc a rd s, f l ye r s, po s te r s, bro u c h u re s a n d we bs i te a re a l l fo l l ow th o s e t wo ro l e s a n d a ro u n d bra n d co re i d e a . I t i s ve r y i mpo r ta nt fo r c h o o s i n g r i g ht pi c tu re s fo r bra n d i ma g e.
THE ELEMENTS OF PHOTOGRAPHY
MOTIO BLUR & B&W
ON &
Th e im a ge e l e me nts r u l e th e i ma g e t h at yo u c a n a ppl y i n th e bra n d. Fi r s t, is “M o t io n bl u r “, be c a u s e th e l o n g exp o su re o f pi n h o l e c a me ra . A l a rg e p ro p o sit io n o f th e pi c tu re s a re bl u r r y a n d m ist y. I t ’s th e c h a ra c te r i s ti c o f th e p in h o le p h o to gra phy. B&W p h o to i s a s i mbo l o f o l d ph o to gra p h ic tec h n i c s. Th e B & W ph o to s w i l l m a ke o u r eye s fo c u s o n th e l i n e, tra ce in t h e im a ge, n o t d i s tu r b by th e co lo u r.
PHOTOGRAPHY USAGE THESE ARE THE SAMPLES OF THE STYLES OF IMAGE APPLIED FOR IKONIC The trace of the people
The tra ce of the cit y
PHOTO GRAPHY DON’T
Colour photo
No motion blur
Ethical considerations
por traiture r ight
Too dar k
No objec t
M eaning less
THE APPLICATION
INTRODUCTION L E T ’ S S TA R T T O M AT E R I A L I S E THE IDEA OF IKONIC. FROM VIRTUAL TO REALITY I n th is pa r t, I will shows a ll o f t h e b ra n d id ent it y eleme nts o f I k o n i c i n a ppl i c ati o n . I s eparate in 2 se c t io ns, o n e is p r int in g, st at io n er y a n d o th e r pa c k a gi n g. S e c ti o n t wo i s th e vir tua l ele me nt s, su ch a s web site a n d a p p.
POSTCARDS & F LY E R S
Long version
LETTER & ENVELOPES
BUSINESS CARD
FOLDING POSTER
BAG
POSTER
BROCHURE
DOCUMENT FOLDER
POSTER TUBE
CHEMICALS FOR C YA N O T Y P E PRINT
120
135
4X5
PA C K A G E S OF FILM
ALL OF THE P R I N T I N G M AT E R I A L S
WA R R A N T Y C A R D
V I R T U A L M AT E R I A L S
WEBSITE
4x5
6x6
135
400
Choose your camera frame size Co pyright © 2013 Ik
onica photograph
y.
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468x60 px
HANDMADE PINHOLE C
AMER A
HANDMADE PINHOLE C
AMER A
120x240 px
C O N TA C T