[AAUGR GR604] Memorex: Visual Standards Guide (Student Project)

03 VISUAL STANDARDS GUIDE

03 VISUAL STANDARDS GUIDE

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MEMOREX

VISUAL STANDARDS GUIDE

CONTENTS

CONTENTS

CHAPTER ��

GUIDELINES

5

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The Face of Our Brand

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Specifications

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CHAPTER ��

VISUAL SYSTEM

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Color Palette

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Typography

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CHAPTER ��

REALIZATION

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Future Prospects

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Our New Universe

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CHAPTER ��

SOURCES

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CHAPTER ��

GUIDELINES Within this chapter are all of the specifications for our logo—how it should look, and how it should be used. Adhering to these guidelines are essential to maintain clarity, as well as the message we would like to deliver to our audience. These notes make it possible for our logo to be reproduced without error.

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MEMOREX

VISUAL STANDARDS GUIDE

THE FACE OF OUR BRAND

GUIDELINES

The new look of Memorex is one that is fresh and modern, and one that really incorporates our core ideas into one singular mark.

It tells our audience that the world is not just limited to what they see in front of them, but extends to what we can recreate.

As we aim to enhance experiences all around the world, we hope that our new logo and identity also enhance the way that people perceive our company.

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MEMOREX

VISUAL STANDARDS GUIDE

SYMBOLISM Our logo consists of two halves that meet in the middle. The left half represents everything in the real world, while the right half represents the world of things which we can recreate.

THE REAL WORLD Is it life?

GUIDELINES

THE SIMULATED WORLD Or is it Memorex?

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MEMOREX

VISUAL STANDARDS GUIDE

SPECIFICATIONS ICON (PRIMARY)

We have created the schematic below so that people can see exactly how our icon is drawn. Should there ever be a time we need to have our logo created from scratch, one can use this diagram to perfectly replicate it.

x=width of small gap / one unit space

14x

12x

45°

14x

45°

13x

14x

12x

14x

14x

12x

14x

GUIDELINES

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ANATOMY

ICON (SECONDARY)

Below is the schematic for the miniature version of our logo, to be used at much smaller reproductive sizes in order to maintain clarity.

x=width of small gap / one unit space

8x

8x 45°

8x

45°

7x 8x

8x

8x

8x

8x

8x

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MEMOREX

VISUAL STANDARDS GUIDE

ANATOMY

UNEDITED TEXT

Set in the selected typeface for our brand, DTL Nobel.

MODIFIED WORDMARK

A balanced, symmetrical split M to mimic the icon, and 45 degree cuts on the E and R

GUIDELINES

ICON / WORDMARK RELATIONSHIP

The M from the negative space in the icon has been created to be visually similar to the M from the wordmark.

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MEMOREX

VISUAL STANDARDS GUIDE

CLEAR SPACE

It is necessary to designate clear space for all versions of our logos to ensure that there is a sufficient amount of space around the logo for it to be clearly seen, without interruption.

ICON

MINI ICON x=width of small gap 12x

12x x=width of small gap

12x

8x

8x

8x

8x

12x

WORDMARK

12x

12x

12x

12x

8x

7x

x=width of small gap

5x

5x

4x

3x

GUIDELINES

VERTICAL LOCK-UP (SIGNATURE) x=width of small gap 12x

12x

12x

12x

8x

HORIZONTAL LOCKUP

12x

12x

12x

12x x=width of small gap

8x

7x

5x

5x

4x

3x

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MEMOREX

VISUAL STANDARDS GUIDE

PROPER USAGE

VERTICAL LOCKUP

HORIZONTAL LOCKUP

ICON

WORDMARK

Below are the accepted ways to use our logo. The logo can be used in different ways, but only as listed below. If on a white background, the logo should retain its original colors.

GUIDELINES

The logo can be used on a purple background so long as the parts on the logo which were purple are reversed to white.

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If the logo is to be used on a dark colored background other than the purple, the entire logo should be in white.

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MEMOREX

VISUAL STANDARDS GUIDE

IMPROPER USAGE

Below are unacceptable ways to use our logo. Many of these examples either break the guidelines we have set, or place the logo in a situation which does not maximize legibility.

REVERSED COLORS

DROP SHADOW

SEPARATION OF ELEMENTS

TEXT MISPLACEMENT

OUTLINED

OUTLINE STROKES

COLOR NOT FROM OUR PALETTE

INCORRECT TYPEFACE COMBO

MISALIGNMENT

GUIDELINES

STRETCH

SKEW

BEVEL / EMBOSS

ROTATION

PHOTO BACKGROUND

IGNORING CLEAR SPACE

INCORRECT PROPORTION

BOUNDING BOX

INCORRECT TEXT COLOR

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MEMOREX

VISUAL STANDARDS GUIDE

SIZE RESTRICTIONS The chart displayed is to be used when determining which type of logo to be used for a particular display. Some logos are displayed better at a particular size compared to others, and this chart can help in making that selection.

10 M

1M

5 CM

1 CM

SIGNATURE

HORIZONTAL

GUIDELINES

WORDMARK

ICON

MINI ICON

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CHAPTER ��

VISUAL SYSTEM Our brand is not displayed solely by the logo, but also by the elements which are used together with it. Typography and colors are used to compliment the logo and unify the overall look and feel of our brand.

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MEMOREX

VISUAL STANDARDS GUIDE

COLOR PALETTE

PRIMARY COLORS

REALITY VIOLET

SIMULATION TEAL

CMYK:

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CMYK:

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RGB:

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RGB:

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HEX:

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PANTONE C:

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PANTONE U:

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PANTONE M:

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VISUAL SYSTEM

These are the approved system colors for our brand. For most scenarios, the primary colors will be utilized as much as possible, and they will always be used for the logo. If more variety in color is necessary, secondary colors are also acceptable, as well as shades or tints of any of the colors within this system.

SECONDARY COLORS

DIGITAL GREEN

ABSOLUTE BLUE

IMMERSIVE GRAY

CMYK:

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CMYK:

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CMYK:

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RGB:

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MEMOREX

VISUAL STANDARDS GUIDE

TYPOGRAPHY VERLAG

Gg Verlag is the choice for a majority of the typography within our system. This typeface was designed in 2006 by Johnathan Hoefler. The reason we chose this typeface was due to the sharp angular apices as can be seen in some of the heavier weights in characters like M, N and V, which matches some of the characteristics of our logo.

VISUAL SYSTEM

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VERLAG LIGHT

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 ! @ # $ % & ?

VERLAG LIGHT ITALIC

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 ! @ # $ % & ?

VERLAG BOLD

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 ! @ # $ % & ?

VERLAG BOLD ITALIC

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 ! @ # $ % & ?

VERLAG BLACK

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 ! @ # $ % & ?

BLACK ITALIC

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 ! @ # $ % & ?

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MEMOREX

VISUAL STANDARDS GUIDE

TUNGSTEN

Gg Tungsten is used as a secondary typeface to compliment the Verlag typeface. Tungsten was published in 2009 by Hoefler & Co. The typeface has a very modern feel, and its tall and futuristic feel matches the kind of image we would like to portray.

VISUAL SYSTEM

TUNGSTEN THIN

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&?

TUNGSTEN LIGHT

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&?

TUNGSTEN MEDIUM

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&?

TUNGSTEN SEMIBOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&?

TUNGSTEN BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&?

TUNGSTEN BLACK

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&?

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CHAPTER ��

REALIZATION With all the work put behind redeveloping our brand, we can now visualize where our brand will exist in the future. The types of things we will offer in the future are highly dependent on our mission and the core ideas of our brand. As we keep those in mind, it becomes clearer to see our potential to grow.

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MEMOREX

VISUAL STANDARDS GUIDE

FUTURE PROSPECTS

As we have developed an identity to secure our appearance in the future, it is even more important to know where our brand will be and what will it be doing in the future. The following list and chart displays exactly that—numerous possibilities for the future of the Memorex brand. These realizations come in many different shapes and forms.

Products are various physical offerings which are generally sold and distributed to the public. Many of these include types of hardware which users will utilize in order to achieve the realistic experience we would like to present to them. Services are provided by Memorex in order to aid people with our products or events. Environments are some of the spaces in which our brand will exist. These include retail stores which sell the products, as well as other places in which our message of creating a sense of realism is shown. Experiences are some of the different ways that our audience might interact with our brand’s products, or even events. Educational opportunities are instances in which the advancement of knowledge of our brand and the world around us takes place. Events are occurrences which also uses the

core ideas of our brand to create a one of a kind experience.

Co-branding opportunities are ways in which our brand co-exists with another brand, while still maintaining the message we want to convey to our audience.

No matter what it may be, all of these can find a place in our world somehow. In this case, we have compared these ideas together in order to display their place within the world or reality or the world of simulation (or even a world in between).

REALIZATION

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HEALTHCARE

MX PROSTHETICS Product

ARTIFICIALLY RESTORING FUNCTION TO THE HUMAN BODY A product of Memorex Therapeutics, these will serve as artificial replacements for people with a variety of needs. Some people have lost parts of their extremities, and MX Prosthetics aims to create ones which are as functional as the ones people are born with.

In addition, various internal organs might be lost to either disease or some disorder, and MX Prosthetics can help replace vital elements.

MEMOREX MEMORY REHABILITATION CENTER Environment

DISCOVERING SOLUTIONS FOR MEMORY LOSS CONDITIONS The Memorex Memory Rehabilitation Center focuses on helping individuals to restore normal memory function. This center is dedicated to aiding people who have degenerative disorders or who have suffered from some sort of traumatic injury which impaired their memory function.

MEMOREX THERAPEUTICS Education

DEVELOPING TECHNOLOGY TO RELIEVE DISORDERS This is the portion of Memorex which specializes in medical research. Here, doctors collaborate with lab researchers to discover technology that can be used to improve the human body. MX Prosthetics is a product of the research that comes from here, and research leads to discoveries which can lead to better quality of life.

MEMOREX MEMORY RESEARCH LABORATORIES Education

IMPROVING KNOWLEDGE OF THE HUMAN BRAIN AND MEMORY Our research laboratories are dedicated to discovering ways to treat various types of conditions which affect the human memory. The scientists here thoroughly study the human brain and it is affected by these specific conditions. Furthermore, not only is medical technology developed here, but also rehabilitation programs are developed and refined here before being put into use in our rehabilitation centers.

ALZHEIMER’S ASSOCIATION Co-Branding

AIDING THOSE WITH MEMORY LOSS CONDITIONS A collaboration between Memorex and Alzheimer’s association, designed to develop programs to aid families in coping with members who suffer from Alzheimer’s as well as dementia. Programs developed between the two companies will not only raise awareness to people who are prone to such conditions, but also offer events and fund raisers to help fund for research.

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MEMOREX

VISUAL STANDARDS GUIDE

TECHNOLOGY

MX GEAR Product

EQUIPMENT PROVIDING THE SENSATION OF REALITY A peripheral to be used with various Memorex hardware, such as the MX Entertainment unit. This accessory acts as the primary controller unit for these systems, which allows the user to see, hear, and feel the stimuli around them. The gear is comprised of multiple pieces in order to provide feedback for various human senses.

MX ENTERTAINMENT UNIT Product

REALISTIC INTERACTIVE MEDIA The MX Entertainment unit is a video game console which takes gaming to the next level. While most gaming platform involve a player using a hand-held remote to control their character, the MX Entertainment will use the player’s entire body to as the controller. In addition, a variety of user feedback systems will create a realistic experience for players, no matter what kind of game they play.

MX ROBOTICS Product

ARTIFICIAL INTELLIGENCE The branch of Memorex specializing in robot technology. Memorex will produce androids which are humanistic in their appearance and mannerisms. These androids will begin as household assistants, eventually branching off into entertainment as well as educational purposes.

MEMOREYES Product

PERSONAL OPTICAL RECORDER Contact lenses designed specifically to record audio and video input. By wearing MemorEyes, users will be able to capture every moment around them from a first-person view, no matter where they are. Captured videos will be able to be downloaded for future reference.

REALIZATION

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MEMOREX DREAMS Service

ENABLING PHASES OF LUCID DREAMING A service which allows people to voluntarily enable lucid dreaming. Lucid dreaming are dreams in which the user feels they are in control, and dreams can feel just as realistic as life itself. People will be allowed to live their fantasies for a brief moment of time, in a world which is essentially limitless.

MEMOREXPO Experience

PUBLIC EXHIBITION OF PRODUCTS AND TECHNOLOGY An annual exposition held to display the company’s current developments and projects. Here, people will be able to see what results the company’s research will yield. Seminars will be held to discuss various types of technological advances the company is making, and demonstrations will take place to preview future products.

MEMOREXTREME Experience

SIMULATED EXTREME SPORTS WITH MINIMAL RISK Extreme sports are generally ones which are quite risky, and can subject people to bodily harm. MemorExtreme allows people to experience a variety of extreme sports without having the risk of serious injury to their body. Memorex technology will provide a holistic experience which allows people to obtain the thrills they seek.

MEMOREX RESEARCH LABORATORIES Education

DEVELOPMENT OF INNOVATIVE TECHNOLOGY These laboratories are the center of research for Memorex’s current and future developments. Scientists at these laboratories are responsible for the development of the various types of technology seen in Memorex’s events, environments, and products.

Here, Memorex technology is tested thoroughly prior to their release.

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MEMOREX

VISUAL STANDARDS GUIDE

RETAIL

PLANET MEMOREX Environment

FLAGSHIP RETAIL ENVIRONMENT The retail store chain for all things Memorex. Here, people will be able purchase various Memorex products, as well as have the chance to demo them prior to their purchase. Demonstrations will give consumers a clear understanding of how products work. In addition, stores will also have a small section set aside for MemorExperts who can assist consumers with any technical difficulties.

MEMOREXPRESS Environment

SMALL-SPACE RETAIL ENVIRONMENT These will essentially be the smaller versions of Planet Memorex. These stores will be more compact, focusing primarily on the sale of products without the aid of MemorExperts. A single employee will process transactions, while informative kiosks throughout these stores will provide demonstrations of various products.

MEMOREXPERTS Service

PROFESSIONAL TROUBLESHOOTING TECHNICIANS Trained technicians who know the ins and outs of all Memorex consumer products.

These professionals will be present at retail stores to help aid customers with any troubleshooting regarding their products. Furthermore, these individuals will be responsible for the delivery and on-site installation of large household products.

REALIZATION

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COMMUNICATION

MX COMMUNICATION Service

HOLOGRAPHIC COMMUNICATION PLATFORM An enhanced telecommunications service which allows people to have live conversations with a holographic image of the person they are communicating with. Rather than just listening to a person’s voice, or viewing their face on a phone’s screen, users will be able to have a conversation with a person from long distance as if that person were right next to them.

MEMOREXODUS Experience

VIRTUAL SOCIAL SPACE A virtual social gathering through the use of Memorex hardware. Here, people will be able to meet other people without having to leave their house. People can talk and interact with others as they find others of interest through a set of filters. Users will also be able to create and save groups for future meetings.

MEMOREXCHANGE Event

OPEN DISCUSSION SERIES An online chat series in which people discuss current trends in virtual/augmented reality as well as simulation technology. Users enter into a virtual conference room in which they are able to voice their questions and or opinions to chat hosts. Also, discussion can include ways in which people think Memorex can improve its products and services.

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MEMOREX

VISUAL STANDARDS GUIDE

EDUCATION

MEMOREX EMPLOYMENT TRAINING SIMULATIONS Service

ENHANCED JOB TRAINING PROGRAMS Memorex will work different sectors such as healthcare and security to provide training which simulates real-life situations. Rather than just reading handbooks or training manuals, these simulations will provide real-life experiences prior to an employee’s entrance into the workplace. Simulations can range from interactions with other people to operating various types of instruments or machinery.

MEMOREXHIBITS Environment

COLLECTION OF HISTORICAL DATA These environments will house historical exhibits, just as a museum does. However, the difference is that people will be able to feel what it was like to live during certain historical events or time periods. Whether it be through virtual reality, or through simulation using a trained cast and crew, MemorExhibits aims to help others experience history from a first-person perspective.

MEMOREX MUSEUM Environment

COMPANY DEDICATED HISTORICAL DATABASE A museum dedicated to preserving the history and heritage of Memorex. Here, people will be able to learn all there is to know about our company, and how we came to be the company we are today. The tour also includes simulations of our old product assembly lines, as well as demonstrations of how today’s technology has been developed and brought to life.

MEMOREX INSTITUTE OF SIMULATION Education

INSTITUTE OF LEARNING FOR SIMULATION TECHNOLOGY An academy for those wishing to become a part of the Memorex team. Here, people will learn all about the craft of creating realistic experiences, and apply their thinking to various situations. Individuals who attend this institute will have the opportunity to become a part of either Memorex Research Labs or Memorex Therapeutics.

MEMOREXCEL Event

COMPETITION IN REALISTIC SIMULATION TECHNOLOGY An annual competition seeking excellence from youths around the world. The nature of the competition analyzes new ways in which simulation can create a more realistic experience in various situations. Competition winners are awarded scholarships in order to fund for part of their college education.

REALIZATION

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MEDIA

CLOUD MEMOREX Service

DIGITAL DATA STORAGE SYSTEM Designed to work in conjunction with MemorEyes, this is a could storage service dedicated to store all of the data received from MemoryEyes systems. Because the amount of data that can be recorded in a single use can be tremendous, having a cloud storage would be much more efficient in uploading data.

MEMOREXPERIENCE Event

LIVE PERFORMING ARTS A tour in which live concerts and performances are televised for people to see around the world. People have the opportunity to attend the live shows in person, but if they are unable to travel, use of Memorex hardware will allows people to experience the event as if they were there in person.

SONY PLAYSTATION Co-Branding

INNOVATIVE GAMING SOLUTIONS Co-branding with Sony PlayStation to develop games which generate the sense of reality. Games will include both titles meant for entertainment as well as education.

Peripherals include components which allow users to experience an activity, such as enhanced steering wheels for driving games.

REALD Co-Branding

HOLISTIC THEATRICAL EXPERIENCE A co-branding with RealD. This company currently sets the standard for movie theaters, as they provide glasses to create a three-dimensional experience when viewing films. Memorex will incorporate our own technology along with RealD 3D to create a movie viewing experience which explores other senses rather than just sight.

OCULUS RIFT Co-Branding

VIRTUAL REALITY SYSTEMS A co-branding opportunity between Memorex and Oculus Rift. Oculus Rift’s current mode of virtual reality will be used in conjunction with Memorex’s technology to create a more wholesome experience for users. While Oculus Rift focuses on the visual aspects, Memorex aims to cover other human senses in order to make user’s experiences with the hardware as realistic as possible.

MEMOREXAMINER Service

ENHANCED DIGITAL NEWS PLATFORM A news subscription service allowing users to experience news in a different way. Rather than simply reading articles and viewing pictures on a newspaper or magazine, Memorex recording technology will allow users to experience the news first hand, through the use of specific Memorex hardware.

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MEMOREX

VISUAL STANDARDS GUIDE

OUR NEW UNIVERSE

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LEARNING

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EXPERIENCE

COMMUNICATION

SERVICE

RETAIL

ENVIRONMENT

TECHNOLOGY

PRODUCT

HEALTHCARE

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H1

MX Prosthetics

PR

EN

SE

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H2

Memorex Memory Rehab Center

PR

EN

SE

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H3

Memorex Therapeutics

PR

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H4

Memorex Memory Research Labs

PR

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H5

Alzheimer’s Association

PR

EN

SE

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T1

MX Gear

PR

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T2

MX Entertainment Unit

PR

EN

SE

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T3

Memorex Robotics

PR

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T4 MemorEyes

PR

EN

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T5

PR

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T6 MemorExpo

PR

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T7 MemorExtreme

PR

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T8

Memorex Tech Research Labs

PR

EN

SE

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R1

Planet Memorex

Memorex Dreams

PR

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R2 MemorExpress

PR

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R3 MemorExperts

PR

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C1

MX Communication

PR

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C2 MemorExodus

PR

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C3 MemorExchange

PR

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E1

Memorex Employment Training

PR

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E2 MemorExhibits

PR

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E3

Memorex Museum

PR

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E4

Memorex Institute of Simulation

PR

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E5 MemorExcel

PR

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M1

Cloud Memorex

PR

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M2 MemorExperience

PR

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M3

Sony PlayStation

PR

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M4 RealD

PR

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M5

Oculus Rift

PR

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M6

MemorExaminer

PR

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MEMOREX

VISUAL STANDARDS GUIDE

REALIZATION

45

MAKING IT REAL

The new universe of Memorex is one that is full of potential and possibilities, and we have already began to visualize some of these future prospects and what they would look like in reality.

See the new universe of Memorex for yourself:

www.realisticmemories.com

CHAPTER ��

SOURCES

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MEMOREX

VISUAL STANDARDS GUIDE

PHOTO SOURCES PAGE

SOURCE WEBPAGE

04–05

http://img02.deviantart.net/0bfe/i/2012/015/8/2/futuristic_world_by_starlystock-d4mfxgq.jpg

22–23

http://backgrounds-free.com/highresolution/l_091.png

30–31

http://www.graygeardesign.com/wp-content/uploads/2016/03/futuristic-wallpapers-backgrounds-futuristic-abstract-wallpaper1920x1080-android-photoshop-tutorial-designs-wallpapers-1920x1200-for-walls-iphone-pack-5.jpg

42, left

http://o.aolcdn.com/hss/storage/midas/ae963c24b796892f0d5c27f5b79f74ab/203847865/RTR3TBA7.jpeg

42. right

https://jpompliano.files.wordpress.com/2008/05/dsc00175.jpg

43, left

https://abm-website-assets.s3.amazonaws.com/manufacturing.net/s3fs-public/featured_image/2016/01/samsung%20VR%20 CES%20AP.jpg

43, right

http://newsroom.ucr.edu/images/releases/2337_4hi.jpg

44–45

http://bgfons.com/upload/light_texture2320.jpg

SOURCES

49

design

Raymond Monsada

printing & binding

Chum’s Design & Print 582 Market St #100 San Francisco, CA 94104

course

Nature of Identity Fall 2015 Academy of Art University

instructor

Hunter Wimmer

All rights reserved. No part of this publication can 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 Memorex.

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