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VISUAL DEVELOPMENT GUIDE
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VISUAL STRATEGY GUIDE
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SeaWorld Visual Development Guide First published in 2019 Feiyan Gu
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TABLE OF CONTENTS
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001 VISUAL ANALYSIS
001–1 THE OLD MARK
001–3 LOGO RESEARCH
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001–2 NEW CONCEPTS
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002 IDENTITY DEVELOPMENT
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002–1 LOGO SKETCHES
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002–2 FINAL LOGO
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VISUAL ANALYSIS
001 THE OLD MARK NEW CONCEPTS LOGO RESEARCH
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001-1
THE OLD MARK SeaWorld has used three different logos during different periods. The graphic in the logo has shifted from circular shape to abstract shape. The typeface includes script, san serif, and serif. It is necessary to learn about the visual developing history of the brand before the re-design process.
What will be changed? We will update the brand to more accurately reflect the values, ambitions, and distinct of the organization.
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Brand Overview
1964
1979
Current
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NEW CONCEPTS The next step in visual development is research and brainstorming. There are three main ideas that highlight our future direction and help to explore new visual systems that suit our soul and mission. The soul of the brand is simple and clear: to build a sustainable relationship between humans and Marine animals. To generate more ideas, we chose three keywords based on the soul.
SeaWorld
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Concept 1
CONNECTION
Concept 2
EXPLORATION
Concept 3
CONSERVATION
CONNECTION BETWEEN HUMAN AND MARINE ANIMALS Seaworld’s new brand aims to bridge the gap between humans and sea animals. Many people don’t realize how closely our daily lives are connected to the ocean. We should be grateful for what we get from the ocean. SeaWorld plans to inform and educate people of the knowledge about the ocean. It helps people be aware that no matter you are living by the sea or not, you behavior can help to sustain the marine ecosystem.
EXPLORATION INNOVATION AND CREATIVITY Seaworld will expand beyond its services and facilities on the seaworld campus. Seworld, for example, will open many ocean Tours, giving people access to the real ocean. Seaworld also develops services for museums, laboratories and the Internet. Let people can experience the ocean world in all kinds of directions.
CONSERVATION PROTECTION AND PRESERVATION Seaworld’s new brand aims to emphasize the protection and preservation of Marine animals. It has drawn public attention to endangered Marine species, fossil fuel pollution and so on. Seaworld will help protect Marine animals through different methods.
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001-3
LOGO RESEARCH Before the design step, I studied logos with similar visual styles. On the one hand, this step can enlighten me on the development of logo. On the other hand, it can help us avoid making similar designs.
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IDENTITY DEVELOPMENT
002 LOGO SKETCHES DIGITAL SKETCHES
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002-1
LOGO SKETCHES PHASE 1
First round logo sketches ( 3 concepts and 9 directions) Select 10 Best ones from each concept
PHASE 2
Further develop on concept 1 : Connection Turn the best choices into computer drafts
PHASE 3
Develop on the best visual ideas Final Logo
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Key Words
CONNECTION EXPLORATION CONSERVATION VISUAL DEVELOPMENT GUIDE <<
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CONNECTION Direction 1/ Type
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To follow the direction and represent connection, I tired to connect letters, strokes, space. The idea is to use different strategy to connect some parts together into one type logo.
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CONNECTION Direction 2/ Type + Graphic
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This direction allows me to create a shape or graphic elements to connect the SeaWorld. I also tried to use the extended stroke to create graphic shapes.
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CONNECTION Direction 3/ Graphic
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Here are the idea of direction. One is create a shape that show some kinds of connecting. The other one is to find the object or character that can represent the connection point in between human and marine animals.
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EXPLORATION Direction 1/ Type
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To follow the direction and represent connection, I tired to expand letters, strokes, space. The idea is to use different strategy to break through some parts in one type.
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EXPLORATION Direction 2/ Type + Graphic
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This direction allows me to create a shape or graphic elements to explorate the SeaWorld. I also tried to use the extended stroke to create graphic shapes.
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EXPLORATION Direction 3/ Graphic
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Here are the idea of direction. I tried to find the object or character that can represent the exploration.
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CONSERVATION Direction 1/ Type
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Using powerful typeface itself as logo. The idea is to combine the physical shape of wave and the power of ocean together to present the name of SeaWorld.
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CONSERVATION Direction 2/ Type + Graphic
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This direction is to insert graphic into the type logo to enrich the plain type. I have tried waves, planet, tale and other different elements taht are related with ocean, marine animals.
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CONSERVATION Direction 3/ Graphic
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Focus on the concept, this direction is trying to present the logo only with graphic icons. I use many different kinds of elements to represent ocean and the concept.
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10 BEST FROM CONNECTION The chosen marks strongly express the concept. These symbols have room for further development. To follow the direction and express the connection, I tried to use graphic elements to connect people and Maine animals.
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10 BEST FROM EXPLORATION The chosen marks strongly express the concept. And these marks have a room for further development. I tired to use the graphic elements to represent the exlporation of the ocean.
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10 BEST FROM CONSERVATION These marks strongly express the concept. And these marks have a room for further development. I tired to use graphic elements to represent the conservation about marine animals.
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CONNECTION FURTHER DESIGNING
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CONNECTION FURTHER DESIGNING
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CONNECTION FURTHER DESIGNING
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BEST SELECTIONS DIGITAL
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FINAL VISUAL IDEAS
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FINAL VISUAL IDEAS
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BEST SELECTION
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002-2
FINAL LOGO The final mark represents the rebirth of SeaWorld. Itâ&#x20AC;&#x2122;s a mixture of various inspirations, including a wave, two fish, and a circle.
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WORLD
WAVE
SEA ANIMALS
BALANCE
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Designer
Feiyan(Rayna) Gu
Class
Nature of Identity
Instructor
Hunter Wimmer
School
Academy of Art University
Epson 3880 P400
Paper
Moab Entrada Rag Natural 190
This book is a non-commercial project for education purposes and is not intended to represent the SeaWorld Brand.
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