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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HEX:
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PANTONE C:
VIOLET C
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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RGB:
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RGB:
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HEX:
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PANTONE C:
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PANTONE M:
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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
37
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
39
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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PRODUCT
HEALTHCARE
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H1
MX Prosthetics
PR
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H2
Memorex Memory Rehab Center
PR
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Memorex Therapeutics
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Memorex Memory Research Labs
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PR
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MX Gear
PR
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T2
MX Entertainment Unit
PR
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T3
Memorex Robotics
PR
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PR
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T5
PR
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PR
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PR
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Memorex Tech Research Labs
PR
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Planet Memorex
Memorex Dreams
PR
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R2 MemorExpress
PR
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R3 MemorExperts
PR
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C1
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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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Memorex Institute of Simulation
PR
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PR
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Cloud Memorex
PR
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M3
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PR
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PR
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Oculus Rift
PR
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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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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
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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. A digital version of this Visual Standards Guide book is available online at realisticmemories.com.