LOS ANGELES RIVER REVITALIZATION
© RICARDO IMPERIAL | 2014
LCAD | CORPORATE IDENTITY
BRAND IDENTITY GUIDELINES
1 2
INTRODUCTION
MISSION STATEMENT
RESEARCH
ASSESSMENT | DIAGNOSIS FEATURE | BENEFIT ANALYSIS VISUAL AUDIT - CURRENT CONDITION BRAND ANALYSIS - EXISTING CONDITIONS COMPETITION TARGET AUDIENCE
3
DESIGN DEVELOPMENT
EXISTING BRAND COMPETITION MIND MAPPING KEY ATTRIBUTES CONCEPT STATEMENT STRATEGY LOGO DEVELOPMENT TYPE DEVELOPMENT LOGO + TYPE REFINEMENT FINAL LOGO + TYPE
4
APPLICATION DEVELOPMENT
SIGNAGE PRIMARY SECONDARY DIRECTIONAL INFORMATIONAL APPAREL PRINT COLLATERAL WEB + MOBILE U/I BUILDINGS
5
CONCLUSION
FINAL SOLUTION
1
INTRODUCTION
T
he LA river has a horrible reputation; dirty, smelly, unwelcoming,
gang and trash infested, and a lost cause view. The LA River makes a large impact on our ecosystem and the ocean life, which ultimately effects us. Storm drains wash large amounts of trash into the river which ends up in our ocean and feed the surrounding animal life. There are many different ways to nurse the river back to health, which will promote a greener lifestyle and ultimately restore the pollution of LA and the world. Revive our natural ecosystem one step at a time. The LA river will promote LA residents to plant gardens and revive the natural life of what was once a flourishing green city. If the current state of the LA River can be cleaned up, so can the city. It effects our ocean, our animals, which in the end, effects our lives and health. The agriculture that once flourished in the early days of LA can be restored, but it needs to inform citizens by educating them about the river.
MISSION STATEMENT
“We are a non-profit organization founded in 1986 to protect and restore the natural and historic heritage of the Los Angeles River and its riparian habitat through inclusive planning, education and wise stewardship.” - FRIENDS OF THE LA RIVER
SECTION 1.1
RICARDO IMPERIAL
(FoLAR) Friends of the Los Angeles River is a 501(c) 3 non-profit organization founded in 1986, whose mission is to protect and restore the natural and historic heritage of the Los Angeles River and its riparian habitat through inclusive planning, education and wise stewardship. Once home to steelhead and grizzlies, the Los Angeles River meandered through wetlands, marshes, willow, alder and sycamore, providing desperately needed water for the region. Now running over 50 miles long – from the suburbs of the San Fernando Valley to the ocean in Long Beach – the Los Angeles River flows through 14 cities and countless neighborhoods. When the Army Corps of Engineers initiated a flood control project in the late 1930′s, they began the process of paving 80% of the River, creating the world’s largest storm drain. Over the ensuing decades, the River that had been the sole water supply for the City of Los Angeles before the Los Angeles Aqueduct was completed in 1913 almost disappeared from public consciousness. With the cement came a perceptual shift: the River no longer existed. Instead, it was a “flood control channel,” a no-man’s land, surrounded by fences and signs.
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RESEARCH
M
y research began with an actual tour of the LA river. I was
guided by FoLAR and was shown the current conditions of the soft bottom section that sadly ruins our ecosystem. In addition to the tour, I researched the history of the native people of Los Angeles and various eco-friendly tactics on keeping our planet green.
ASSESMENT | DIAGNOSIS
RESEARCH
FIELD STUDY
The Los Angeles River has a poor reputation: dirty, disease infested, foul-smelling, gang-ridden, unstable, and a living area to the homeless. Through out the years the LA River has been a magnet to trash and undesirable circumstances that many people see as a lost cause, but with major changes and time, the river will flourish as it did when it was home to the Gabrielino Indians. The revitalization of the LA River will reintroduce the rich plant life and animal habitat that once thrived in the area. SECTION 2.1
LA RIVER IDENTITY GUIDELINES
ALONG THE RIVER
RICARDO IMPERIAL
Concrete area of river.
Soft bottom area of the river. LCAD | 2014
FEATURE + BENEFIT ANALYSIS
RESEARCH
FEATURE + BENEFIT
The LA River will encompass many of its natural properties just as it did for the Gabrielino Indians. The river’s new features will focus on restoring Los Angeles to a healthy and less polluted city by implementing plant life into any possible way it could be applied. The application and addition of organic plant life will output oxygen into the atmosphere, thus eliminating the pollution of smog and unnatural gases that are given off from cars and other industrial machines in LA. Promoting store front and home gardens will not only help this revitalization of the river, but will create a more visually pleasing environment to the city as a whole. When tourist visit the Los Angeles, they will be inspired to do the same for their cities which, with time, will create a global revitalization. Viewing something that was once a lost cause being risen from its ashes is great inspiration for many people to start their own revitalization of their own cities and lives.
SECTION 2.2
LA RIVER IDENTITY GUIDELINES
CONCEPTS
Greenway 2020 concept
LA River Revitalization Master Project concept
HNTB concept
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RICARDO IMPERIAL
Tam Banh concept
VISUAL AUDIT
RESEARCH
ENVIRONMENT
The current condition of Los Angeles’s river is devastating. Large amounts of trash and unwanted articles are drained into the river, which leads into our ocean. This pollutions effects our whole ecosystem and must be stopped immediately. The river is home to many important biological forms of life, plants and animals, and once the revitalization of the river is complete, it will restore the condition that was once inhabited. SECTION 2.3
LA RIVER IDENTITY GUIDELINES
CREATIVITY
RICARDO IMPERIAL
Another important aspect that is evident in the river is the artistic community. Performance, mural, instillation, and other types of art carry a tight bond with the river. From the river cats, to the entrance gates, and the graffiti art, the LA river is home to a large variety of artistic expression.
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DESIGN DEVELOPMENT
W
hen the branding process began, there were numerous types
of direction that could have been taken for the brand identity. Based off of the history and new views of the LA River, the possibilities were endless. The design process took hours of trial and error, but the final outcome has a fitting feel for what the river’s main focus is about. The following pages are the process of the brand and design creation.
EXISTING BRAND
BRAND
Infrograph design
DESIGN DEVELOPMENT
Entrance gate
Website + Logo
The current conditions of the LA River are void of any sense of brand. Once the river has finished construction, a cohesive directional and way finding system will be implemented. SECTION 3.1
LA RIVER IDENTITY GUIDELINES
SIGNAGE
RICARDO IMPERIAL
The current signage is lacking a sense of order, but once the river has been restored to its natural order, the various premises of the LA River will need to contain a clear and cohesive way-finding system.
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COMPETITION
DESIGN DEVELOPMENT
CAOFEIDIAN ECO-CITY
200 kilometers south-east of Beijing a new eco-city is emerging. The city, which will house a million inhabitants, is being built with the aim of becoming one of China’s most environmentally-friendly cities. The city plan of the first section, a 30 square kilometer large area, has been developed by a team of Sweco’s planners, architects, engineers and technology consultants. Sweden is often viewed as a model with climate smart areas such as Bo01 in Malmö and Hammarby Sjöstad in Stockholm. Based on the experience gained from these projects, Sweco’s architects and technology consultants have now developed sustainability principles and a city plan, aiming to create one of the most environmentally friendly cities in the world.
SECTION 3.2
LA RIVER IDENTITY GUIDELINES
CLIMATE-NEUTRAL
RICARDO IMPERIAL
”The new eco-city will be carbon dioxide neutral and the goal is not just to minimize energy consumption but also that parts of the city should generate a surplus of energy. In order to achieve an attractive and sustainable city, we have used a holistic approach when creating the city plan”, Jonas Jernberg, architect at Sweco, explains.
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CONCEPT + DEMOGRAPHIC
CONCEPT STATEMENT Ways to revitalize the river and keep people conscious of creating a harmonious environment is to educate them with infographics about home gardens, planting fruits and vegetables, and information to enforce less car transportation. This information needs to be read fast and quickly instead of keeping people reading paragraphs, since LA is such a busy place and the people are used to the hustle and bustle of the city. Once tourist see the revitalization, they will be inspired and want to do the same for their city or town. With gardening tips, flower bombs, etc. the natural plant life will flourish throughout the city. With the help of the agriculture, it will emit oxygen and absorb all of the carbon dioxide which will create clean air and clean water, thus having a great effect on the ecosystem,
DESIGN DEVELOPMENT
one step at a time.
SECTION 3.3
LA RIVER IDENTITY GUIDELINES
DEMOGRAPHIC
RICARDO IMPERIAL
The target audience for the river will include a broad range: from LA natives, artists, and tourist.
SEEKERS OF ADVENTURE
ARTISTS
Hikers
Street Artists
Fisherman
Performance Artists
Kayakers
Photographers
Tourists
Painters
GROUPS
HEALTH CONSCIOUS PEOPLE
Families
Owners of gardens
Young Adults 18-30
Eco-friendly conscious patron LCAD | 2014
MIND MAP
life
health
egret
crops
strength
birds
cat drains
motion
vermin
flow
insects
native
energy
ecosystem
HISTORY
ACTIVE
NATURE
DESIGN DEVELOPMENT
hispanic
RIVER WATER
AGRICULTURE
simple
sustained
purifie
plants
drinking
flourish
unified
survive circle of life
ripple clear connected
SECTION 3.4
LA RIVER IDENTITY GUIDELINES
over populated
motion
divers
bulding
distracted
culture
dirty
freeway
native
technology
coexist
nightlife artistic
mindless
business
CITY
BUSY
PEOPLE RICARDO IMPERIAL
LOS ANGELES REPUTATION
CARS
movie stars
speedy
attractions
pollution
famous
smog transportation
high class
traffic
homeless
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KEY ATTRIBUTES
CONTENTS SPONSORS
FEATURES Kayak Parking (Valet Service)
Frito Lay
Picnic Areas
Krylon
Nature Center
LACMA
Snack bar
MoMA
Summer Concert Series
Getty
Solar Powered Lights + Security Lights
Disney
DESIGN DEVELOPMENT
Lazy River IPHONE APP
Brick Road Art Gallery
Interactive Map
Stage
Scavenger Hunt
Community Service Clean Up Crew
Kayak Reservations
Movies On The River
Bike Reservations
Bike Renting
Fishing Supply Reservations
Vegetable and Herb Garden n
Site Reservation
Aquaponics System
Weather
Gardening Classes
Friend Finder
RECREATION
Animal Finder
Kayak
Instagram Hashtag Photo
Fly Fishing Running
Geotaging
Bird Watching Helicopter Rides Yoga Bike Rides
SECTION 3.5
LA RIVER IDENTITY GUIDELINES
RICARDO IMPERIAL
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SKETCH EXPLORATION
DESIGN DEVELOPMENT
THUMBNAILS
SECTION 3.6
LA RIVER IDENTITY GUIDELINES
SKETCHES
RICARDO IMPERIAL
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DIGITAL EXPLORATION
DESIGN DEVELOPMENT
DIGITAL COMPOSITIONS
SECTION 3.7
LA RIVER IDENTITY GUIDELINES
DIGITAL COMPOSITIONS
RICARDO IMPERIAL
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DIGITAL EXPLORATION
DESIGN DEVELOPMENT
REFINEMENTS
SECTION 3.8
LA RIVER IDENTITY GUIDELINES
REFINEMENTS
RICARDO IMPERIAL
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TYPE EXPLORATION
EXPLORATION
Kroppen Round Bold
Trend Sans
Kroppen Round Regular
DESIGN DEVELOPMENT
Trend Sans
Custom Type 1
Custom Type 2
Custom Type 3
Custom Type 4
Custom Type 5
Custom Type 6
Custom Type 7
Custom Type 8
SECTION 3.9
LA RIVER IDENTITY GUIDELINES
FINAL Custom Type - Primary Typeface
Edmond Sans Bold- Secondary Typeface
Edmond Sans Regular - Secondary Typeface
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 LCAD | 2014
RICARDO IMPERIAL
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890
FINAL LOGO
FINAL
SYMBOL
DESIGN DEVELOPMENT
LOGO
WORDMARK
The petroglyph-style egret pulls inspiration from the river’s ancient-hispanic past. The new logo symbolizes the representations of the river’s native Gabrielino Indians and brings back their stylistic imagery that they used to communicate with. The logo also reflects the image of a phoenix rising from its ashes. This idea represents the new concept of the LA River; started as an crop-thriving environment, then into a disastrous-polluted waterway, and converting back into its natural state.
SECTION 3.10
LA RIVER IDENTITY GUIDELINES
COLOR
RICARDO IMPERIAL
The color palette is simple; black and white. The simplicity of the color creates a timeless look and makes it open to color options for future uses.
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APPLICATION DEVELOPMENT
O
nce the logo was designed, the deliverables and applications
of the brand were created to reflect the new ideas and concepts of the LA River. These following pages are the final deliverables.
SIGNAGE
PRIMARY PRIMARY ENTRANCE SIGNAGE
Primary signage is the first sighting of the LA River’s way-finding system. The iconic bird is the first sight, then the inlay of moss is recognized, and pulls the viewer into the whole sign. Features 3 of the main elements that are found inside of the river: stone, greenery and vegetation, and wood. These DESIGN DEVELOPMENT
elements are the foundation of the river and are important to be seen a from a far.
3 dimensional side view
Top view of sign
SECTION 4.1
LA RIVER IDENTITY GUIDELINES
SECONDARY
RICARDO IMPERIAL
Front of sign
SECONDARY SIGNAGE
Secondary signage is seen at the front of the river’s entrance. It has the same elements of the primary signage, to keep the viewer aware of the natural take of the river’s new identity. Signs will be in front of every main entrance of the river. LCAD | 2014
SIGNAGE
DESIGN DEVELOPMENT
DIRECTIONAL
The directional signage is a low cost and effective way to display the brand and its way-finding system. With time, colors will fade, and locations will change, so the ability to interchange signage is a necessity. The signage will be printed on recycled plastic. The design of the arrows reflect the native indian prints that are used in their symbolism. The signs are also bilingual since Los Angeles is home to a majority of Hispanics.
SECTION 4.2
LA RIVER IDENTITY GUIDELINES
RICARDO IMPERIAL
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DESIGN DEVELOPMENT
SIGNAGE
SECTION 4.3
LA RIVER IDENTITY GUIDELINES
RICARDO IMPERIAL
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SIGNAGE
DESIGN DEVELOPMENT
DIRECTIONAL
To utilize the existing wooden posts, an updated design will replace the old sign graphics. The signs feature a color coated system with simple icons and arrows. The signs feature either universal, or intuitive symbols for people of different nationalities to understand easily.
SECTION 4.4
LA RIVER IDENTITY GUIDELINES
RICARDO IMPERIAL
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SIGNAGE
DESIGN DEVELOPMENT
INFORMATIONAL
The map is simple and uses the cohesive symbol guide that is used for the way finding system. It is large enough for viewing with 3 or more people and uses plant life as a attention grabbing device. SECTION 4.5
LA RIVER IDENTITY GUIDELINES
Top view
Front facing view
Side view
RICARDO IMPERIAL
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APPAREL + PACKAGING
DESIGN DEVELOPMENT
APPAREL
Shirts and hats are for members of the river clean up crew. SECTION 4.6
LA RIVER IDENTITY GUIDELINES
PACKAGING
Aquaponics tank
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RICARDO IMPERIAL
Seed bomb packaging.
STATIONARY
DESIGN DEVELOPMENT
STATIONARY
Full stationary set
SECTION 4.7
LA RIVER IDENTITY GUIDELINES
RICARDO IMPERIAL
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STATIONARY
DESIGN DEVELOPMENT
WEB + U/I
The website is simple and easy to use for all ages. The website contains that same features as the mobile app.
SECTION 4.8
LA RIVER IDENTITY GUIDELINES
RICARDO IMPERIAL
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STATIONARY
DESIGN DEVELOPMENT
MOBILE APP
The mobile app allows access to a GPS map and other features like renting gear and reserving picnic areas. SECTION 4.9
LA RIVER IDENTITY GUIDELINES
APRIL 22, 2014
PERFECT WEATHER FOR KAYAKING
MAP Kayak due in 1 hr. 25 min.
RENTALS ADVENTURES RESERVATIONS
Mark C. is looking for you.
FRIEND FINDER PHOTO
Movie starts in 3 hrs. 25 min.
EVENTS
Movie starts in 3 hrs. 25 min.
Movie starts in 3 hrs. 25 min.
Mark C. is looking for you.
Mark C. is looking for you.
RENTALS
MAP
Kayak due in 1 hr. 25 min.
Canoga Park Map SHERMAN WAY.
kayak
1
2 hrs.
$20
fishing
2
Pole Bait
$10
bikes
0
kites
0
safari
0
BELL CREEK
VANOWEN ST.
VICTORY BLVD
2 HRS.
1 KAYAK 2 FISHING POLES
N
total:$30 PAYPAL
CANCEL
W S
CREDIT CARD
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Art Gallery
Picnic Area
Parking
Rentals
Stage
Fishing+ Kayaking
Path
Bike Trail
E Nature Center
Garden
RICARDO IMPERIAL
911
STATIONARY
DESIGN DEVELOPMENT
BUILDINGS
The nature center is an educational building which had information about the importance of our planet, ways to preserve it, and contains some of the wildlife that surrounds the LA River.
SECTION 4.10
LA RIVER IDENTITY GUIDELINES
RICARDO IMPERIAL
The art gallery holds shows based out of Los Angeles’ artist community.
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CONCLUSION
T
he LA river will promote LA residents to plant gardens and revive
the natural life of what was once a flourishing green city. If the current state of the LA River can be cleaned up, so can the city. It effects our ocean, our animals, which in the end, effects our lives and health. The agriculture that once flourished in the early days of LA can be restored, but it needs to inform citizens by attracting them to the river and educating them.