GR604 Student Project_RollingStone Rebranding_Visual Development Guide by Rex Cong

Rolling Stone Visual Development Guide

Table of Contents

Rolling Stone | Visual Development Guide

Brand Overview

Logo Exploration

Our Story

Initial Sketches

Our History

Round-Two Sketches

Mission Statement

Round-Three Sketches

Identity Evolution

Logo Refinement

Key Phrases

Our New Logo New Logo Look-a like Logos Standards Inspirations

01 02 03

Brand Overview

Rolling Stone | Visual Development Guide

Brand Overview Our Story Our History Mission Statement Identity Evolution Key Phrases

Rolling Stone

01 02 03

Our Story

"When I started Rolling Stone in November 1967, the magazine's initial chapter was to cover rock and roll music with intelligence and respect. Even then, we knew that the fervor sweeping our generation encompassed more than just music." —Jann Wenner Jann Simon Wenner is an American magazine magnate who is the co-founder and publisher of the popular culture magazine Rolling Stone.

Brand Overview

Rolling Stone | Visual Development Guide

Rolling Stone is an American monthly magazine that focuses on music, politics, and popular culture. It was founded in San Francisco, California, in 1967 by Jann Wenner, and the music critic Ralph J. Gleason. It was first known for its coverage of rock music and for political reporting by Hunter S. Thompson. In the 1990s, the magazine broadened and shifted its focus to a younger readership interested in youth-oriented television shows, film actors, and popular music. It has since returned to its traditional mix of content, including music, entertainment, and politics. The first magazine was released in 1967 and featured John Lennon on the cover and was published every two weeks. It is known for provocative photography and its cover photos, featuring musicians, politicians, athletes, and actors. Penske Media Corporation is the current owner of Rolling Stone, purchasing 51 percent of the magazine in 2017 and the remaining 49 percent in 2019.

01 02 03

Our History

1990s In the 1990s, the magazine changed its format to appeal to a younger readership interested in youth-oriented television shows, film actors, and popular music.

1985. Rolling Stone was known for its musical coverage and for Thompson’s political reporting. 2000. 1967.

After years of declining readership, the magazine experienced a major resurgence of interest and

Rolling Stone was founded in San Francisco in 1967 by

relevance with the work of two young journalists in

Jann Wenner and Ralph Gleason.

the late 2000s, Michael Hastings and Matt Taibbi.

1977. In 1977, the magazine moved its headquarters from San Francisco to New York City. Editor Jann Wenner said San Francisco had become “a

2005. In 2005, Dana Leslie Fields, former

cultural backwater.”

publisher of Rolling Stone, who had worked at the magazine for 17 years, 1980s It also shifted to more of an entertainment magazine in the 1980s. It still had music as the main topic but began to increase its coverage of celebrities, films, and pop culture.

was an inaugural inductee into the Magazine Hall of Fame.

Brand Overview

Rolling Stone | Visual Development Guide

2018. It became a monthly magazine from the July 2018 issue. 2021. 2009. In late 2021, Rolling Stone will launch a In 2009, Taibbi unleashed an acclaimed series of

dedicated UK edition in conjunction

scathing reports on the financial meltdown of the

with Attitude magazine publisher

time. He famously described Goldman Sachs as “a

Stream Publishing.

great vampire squid.”

2016. In September 2016, Advertising Age reported that Wenner was in the process of selling a 49% stake of the magazine to a company from Singapore called BandLab Technologies.

2012. In 2012, Taibbi, through his coverage of the Libor scandal, emerged as an expert on that topic, which led to media appearances outside Rolling Stone.

2019. On January 31, 2019, Penske acquired BandLab’s 49% stake in Rolling Stone,

2017. In September 2017, Wenner Media announced that the remaining 51% of Rolling Stone magazine was up for sale.

gaining full ownership of the magazine.

01 02 03

Our Mission

Our mission is to support people to express their thoughts confidently and freely with authentic feelings.

Brand Overview

Rolling Stone | Visual Development Guide

01 02 03

Identity Evolution

Rolling Stone’s logo has changed in different eras. Although the form changed, their style always keep the core spirit.

1967

1978

Brand Overview

1980

Rolling Stone | Visual Development Guide

2018

01 02 03

Key Phrases

To create the best logo understand for our brand, We develop the key phrases based on the mission statement and three keywords: freedom, confidence and authenticity. The key phrases lead us to start the visual exploration of our brand.

Freedom We don’t say what people expect to see. We do what we need to do. It is our soul to the brand. We are eager to express ideas, thoughts, and action freely to the whole world.

Confidence To what we do and what we say, we are confident about it, because we put one hundred percent of effort into things we believe. Therefore, our work is powerful and influential.

Authenticity It is significant to express true feelings, thoughts, and contents. The most touching story must express the most authentic emotion. Authenticity is our responsibility as a brand to bring true experiences alive.

Rolling Stone | Visual Development Guide

01 02 03

Logo Exploration

Rolling Stone | Visual Development Guide

Logo Exploration Initial Sketches Round-Two Sketches Round-Three Sketches Logo Refinement

Rolling Stone

Freedom We don’t say what people

Power

need to do. It is our soul to the

Without hindrance

expect to see. We do what we

brand. We are eager to express ideas, thoughts, and action freely to the whole world.

Confidence

Act Promote Pursue

To what we do and what we

Branch of knowledge

because we put one hundred

Thinking across boundaries

say, we are confident about it,

Research

percent of effort into things we

believe. Therefore, our work is powerful and influential.

Authenticity

New needs

It is significant to express true

Responsibility

tents. The most touching story

Genuine

feelings, thoughts, and con-

Origin

must express the most authen-

Spirit

tic emotion. Authenticity is our responsibility as a brand to

bring true experiences alive.

Power

Initial Sketches To create the best logo for Rolling Stone. I develop three different directions based on three keywords, we will sketch in three different categories: symbolic, graphic, and wordmarks.

01 02 03

Round One

Freedom Power Act Without hindrance Promote Pursue Selections for refined sketches

Logo Exploration

Rolling Stone | Visual Development Guide

01 02 03

Round One

Confidence Branch of knowledge Research

Thinking across boundaries Related New needs Selections for refined sketches

Logo Exploration

Rolling Stone | Visual Development Guide

01 02 03

Round One

Authenticity Responsibility Origin

Genuine Spirit Power Selections for refined sketches

Logo Exploration

Rolling Stone | Visual Development Guide

Refined Sketches After initial sketches, we chose 30 sketches to bring forward to make them more refined.

01 02 03

Freedom Power Act Without hindrance Promote Pursue Selections for refined sketches

Logo Exploration

Rolling Stone | Visual Development Guide

01 02 03

Confidence Branch of knowledge Research

Thinking across boundaries Related New needs Selections for refined sketches

Logo Exploration

Rolling Stone | Visual Development Guide

01 02 03

Authenticity Responsibility Origin

Genuine Spirit Power Selections for refined sketches

Logo Exploration

Rolling Stone | Visual Development Guide

Freedom Power Act

Without hindrance Promote Pursue

Confidence Branch of knowledge Research

Thinking across boundaries Related New needs

Authenticity Responsibility Origin

Genuine Spirit Power

Proactivity

Round-Two Sketches After the first round of sketches, I choose the combination of freedom and authenticity as my next direction. And then, the idea is based on the brand soul, which tells the story of Rolling Stone. And then, I develop more possibilities with geometric shapes, curve lines, and squares.

01 02 03

Round Two

Logo Exploration

Rolling Stone | Visual Development Guide

Selections for refined sketches

01 02 03

Round Two

Logo Exploration

Rolling Stone | Visual Development Guide

Selections for refined sketches

Round-Three Sketches After the two rounds of sketches, I choose geometric shapes like squares, triangles, and shields as my next direction. It represents power, protection, and positivity. Based on that, we will explore more potential as further development.

01 02 03

Round Three

Logo Exploration

Rolling Stone | Visual Development Guide

Selections for refined sketches

Digital Sketches

Rolling Stone

01 02 03

Round Three

Rolling Stone

Logo Exploration

Rolling Stone | Visual Development Guide

Selections for refined sketches

01 02 03

Typeface

Logo Exploration

Rolling Stone | Visual Development Guide

Selections for refined sketches

Refined Sketches

01 02 03

Logo Exploration

Rolling Stone | Visual Development Guide

Selections for refined sketches

Logo Option 1

01 02 03

Logo Exploration

Rolling Stone | Visual Development Guide

Logo Option 2

01 02 03

Logo Exploration

Rolling Stone | Visual Development Guide

Logo Option 3

01 02 03

Logo Exploration

Rolling Stone | Visual Development Guide

01 02 03

Our New Logo

Rolling Stone | Visual Development Guide

Our New Logo New Logo Look-a like Logos Standards Inspirations

Rolling Stone

New Logo

The new logo of Rolling Stone combines geometric RS letters to give the audience a strong and positive feeling. Those shapes present a free and real world.

01 02 03

Our New Logo

Rolling Stone | Visual Development Guide

Brand Signature

Symbol

Wordmark

01 02 03

Look-Alike Logos

Look-a like logos serve as an inspiration for our logo development and make sure we are not copying another brand out in the world.

Our New Logo

Rolling Stone | Visual Development Guide

RS Public Company Limited the

Randstad NV, commonly known as

pioneer and has been the inspira-

Randstad and stylized as randstad, is

tion of Thai entertainment culture

a Dutch multinational human resource

since 1982.

consulting firm headquartered in Diemen, Netherlands.

Het Centraal Bureau Rijvaardighe-

RadioShack, formerly RadioShack

idsbewijzen (het CBR) is een

Corporation, is an American retailer

publiekrechtelijk zelfstandig

founded in 1921.

bestuursorgaan (zbo) in Nederland.

Rotterdamse Elektrische Tram (RET;

RS Components is a trading brand of

English: Rotterdam Electric Tram) is the

Electrocomponents plc.

main public transport operator in Rotterdam, Netherlands.

Reliance Industries Limited (RIL) is an

Rolls-Royce Motor Cars Limited is a

Indian multinational conglomerate

British luxury automobile maker.

company, headquartered in the city of Mumbai, India.

01 02 03

HSBC Holdings plc is a British multina-

Rockwool International is a Danish

tional investment bank and financial

multinational manufacturer of

services holding company.

mineral wool products headquartered in Hedehusene, Greater Copenhagen, Denmark.

Red Bull is an energy drink sold by Red

The Eastman Kodak Company is an

Bull GmbH, an Austrian company

American public company that produces

created in 1987.

various products related to its historic basis in analogue photography.

Ray-Ban is a brand of luxury sun-

Guess is an American clothing brand and

glasses and eyeglasses created in

retailer. In addition to clothing for both men

1936 by Bausch & Lomb.

and women, Guess markets other fashion accessories such as watches, jewelry, and shoes.

Delta Air Lines, Inc., typically referred to

The Martha Graham Dance Company,

as Delta, is one of the major airlines of

founded in 1926, is known for being the

the United States and a legacy carrier.

oldest American dance company.

Our New Logo

Realtor.com is a real estate listings website operated by the News Corp subsidiary Move, Inc. and based in Santa Clara, California.

Adobe Inc. originally called Adobe Systems Incorporated, is an American multinational computer software company.

Warner Bros. Entertainment Inc. is an American diversified multinational mass media and entertainment conglomerate headquartered at the Warner Bros.

Rolling Stone | Visual Development Guide

Standards Inspirations Researching the data that already exists helps us understand how to deliver information to our users successfully. For example the materials in many brand manuals provide unique insights, so users can effectively understand the image and culture of the company.

01 02 03

Our New Logo

Rolling Stone | Visual Development Guide

New Identity Introduction

Overview

Devon’s new brand identity shows the audience the core ideas behind the brand. We can totally understand its ideas by reviewing the new identity introduction.

Layers. Depth. Building. Devon’s new identity symbolizes where we work, what we do, and what makes us unique. Our core signature and system graphics are based on the idea of strata, inspired from the earth and from geology. These strata symbolize our commitment to the future, and strategically build upon our past experiences. We act with integrity: knowing our past, taking action in the present, and building on a strong foundation to create a successful future. Every piece of communication we create — from billboards to PowerPoint® presentations to our annual report — is an opportunity to tell our audiences who we are and what makes us diﬀerent. Our new identity system ensures that our communications visually reinforce who we are. Our new identity system consists of diﬀerent elements — signature, color, typography, image style, grid, and a unique set of graphics we call strata shapes — and when combined, they create our visual identity. Each of these elements plays a pivotal role in our system and is discussed in length within this guidelines document.

Logo Anatomy By indicating clear space and minimum size, the user can know precisely the spacing of the logo. That way helps us understand the logo structure.

2.2

Clear space, minimum size

Clear space and minimum size are the ground rules for using the logo. These rules ensure that the logo is shown distinctly and legibly.

1.5x

Treat the logo as if it were a favorite family photo. Keep distracting things away from it. And don’t make it so small that no one can recognize it.

1.5x 1.5x

1.5x 1" Clear space Clear space is the area around the logo that should be clear of other graphic elements. The minimum required clear space around the logo is 1.5x (x equals the x-height of the letters as shown above).

Minimum size Logo minimum size is the smallest size at which the logo should be used. In most instances this is 1" wide. Occasionally, the logo may need to be used at an even smaller size, such as on gift items or souvenirs. That’s OK as long as the logo remains clear, sharp, and legible.

01 02 03

Type Specs

Typography Type plays an important role in Mennonite Church USA’s Visual Identity Program. It must be used consistently along with other visual elements such as the symbol, logo, color, signature shape and publication formats to create and maintain the MC USA “look.”

In the typography section, they introduced detailed fonts and explained some usage methods. In addition, they gave a comprehensive demonstration of the use of body copy, title, and subtitles.

Frutiger Condensed is the preferred typeface for all publications, signage, advertisements, forms and stationery. This classic sans serif type family is available in four weights: Light, Roman, Bold,and Black.

Adobe Garamond Pro is a serif typeface that can be used for text, captions, charts, graphs or other short text. It is available in Roman and Italic. When using Microsoft Office programs on the PC platform, and where these typefaces may not be available, it is recommended that you select the TrueType version of Times New Roman or Bold (serif ) and Arial or Arial Bold (sans serif ) from your list of available fonts as an alternative for typing letters, memos, reports and other business applications.

Frutiger Condensed Light 47

Frutiger Condensed is an elegant sans serif font family with good legibility. It was designed by Adrian Frutiger. The Frutiger Condensed font family is perfectly suited to newsletters, brochures and directories as well as display because of its clean robust design and large x-height. All Frutiger faces are numbered.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Frutiger Condensed 57 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Frutiger™ is a trademark of Heidelberger Druckmaschinen AG, which may be registered in certain jurisdictions, exclusively licensed through Linotype Library GmbH, a wholly owned subsidiary of Heidelberger Druckmaschinen AG.∞

Frutiger Condensed Bold 67 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Frutiger Condensed Black 77 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Adobe Garamond Pro

Adobe Garamond is a digital interpretation of the roman types of Claude Garamond and the italic types of Robert Granjon. Since its release in 1989, Adobe Garamond has become a typographic staple throughout the world of desktop typography and design. Adobe type designer Robert Slimbach has captured the beauty and balance of the original Garamond typefaces while creating a typeface family that offers all the advantages of a contemporary digital type family.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Adobe Garamond Pro Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Fonts for reports, memos and body copy in Microsoft Office Programs

Arial Arial Bold

Adobe Garamond is either a registered trademark of Adobe Systems Incorporated, in the United States and/or other countries.

Times New Roman Times New Roman Bold

Mennonite Church USA Visual Identity Standards

Logo Don’ts In this part, I can clearly understand specifications for the use of common elements and images in the visual identity guide and know what kind of situation is not allowed and how to avoid the use of non-standard logos, colors, and elements.

PARTNER MARKS

When using partner marks with (RED) graphic elements please avoid the following:

PARTNER MARKS – DON’TS Do not make hybrids of your mark and the (RED) graphic elements

Do not use your secondary or less iconic logos

Do not use (RED)’s typeface, choose new typefaces, or create new logos to combine with (RED) graphic elements

/;3@71/< 3F>@3AA

Do not use other red colours with the (RED) colour, instead change marks to (RED)’s colour

Our New Logo

Rolling Stone | Visual Development Guide

Logo Colors The introduction of the color use is cleared. It explains the color adjustments when printed on paper. The whole layout is easy to understand.

STRUCTURE OF THE LOGO fig. 2.2A

Structure of the MSI Logo

The MSI Logo is constructed from a modified version of the typeface Trade Gothic and each letterform has been carefully considered— do not attempt to recreate the MSI logo using standard typefaces and word processing applications. Refer to these standards every time you use the MSI logo to ensure its consistent application.

PMS 431

PMS 646

2.2A: MSI Primary Logo Structure the Primary Logo: Spatial Ratios and PMS Color Breakdown

fig. 2.2B

Logo/Signature Typography

Trade Gothic (Bold2)

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

fig 2.2C

Colors

2.2B: MSI Primary Logo Logo Typography: Modified Trade Gothic Do not reproduce logo with standard typefaces

Spot-Color/PMS Palette (Simulation)

4-Color Process Palette (Simulation)

PMS 431

Cyan: 10% Magenta: 0% Yellow: 0% Black: 65%

PMS 646

Cyan: 70% Magenta: 20% Yellow: 0% Black: 20%

PMS 5875

Cyan: 0% Magenta: 0% Yellow: 20% Black: 10%

The main colors for the MSI printed logo are PMS 431 and PMS 646. PMS 5875 is used as an accent color. See the following pages for single and reverse color applications. When printing 4Color process and an additional spot color is not available, use the CMYK conversion at left. Do not attempt to match these colors to those displayed on a computer display.

Web-based Palette (Simulation) Hexidecimal Values

Red: 33 Blue: 33 Green: 33 Red: 33 Blue: 66 Green: 99 Red: CC Blue: CC Green: 99

2.2C: MSI Corporate Colors Standard Print and Web Colors (Simulation)

2.2

STRUCTURE OF THE MSI LOGO

Alternate versions of the logo I can easily understand the alternative usages for the primary and sub-brand logos. And then, I can know the logo form correctly. Likewise, a great visual guide can help users to understand the logo correctly.

3.1 signature color

3.0 signature color

for reversed versions of the signature

for positive versions of the signature

magenta

100% black

magenta

A. Full-Color Signature O ur signature colors are strong and vibrant. The logomark and the middle w ord of the logotype are bold magenta. Bright and prominent, this color carries the visual benefits of red — vibrant, noticeable, w arm — w hile differentiating RightTurnRetail from our competitors. The first and last w ords of the logotype are black, offering a crisp comple m ent to the magenta. Together these colors create a striking look that is highly legible. Full-color signatures are alw ays preferred over black-and-w hite signatures. W henever possible, use the full-color signature on a w hite background. This is the strongest expression of our identity and allo w s for the greatest legibility.

light gray

100% black

light gray

A. Full-Color Reverse In the full-color reverse signature, the logomark and the second w ord of the logotype are reversed to w hite out of a magenta background. The first and last w ords of the logotype are black. By printing on fields of magenta, the reverse signature enhances the visual impact of applications such as W eb banners. B. Black-and-White Reverse In the black-and-w hite reverse signature, the logomark and the second w ord of the logotype are reversed to w hite out of a gray background. The first and last w ords of the logotype are black. This signature is suitable for applications with printing or budget limitations. It also is effective in W eb pages that feature the competing colors of sub-brands.

B. Black-and-White Signature For situations with printing or budget limitations, use the black-and-w hite signature. This signature is also appropriate w hen a subtler presence is required, such as applications that sho w case sub-brands.

interim guidelines

01 02 03

Patterns I think this part is very interesting because the company combines the shape of the aircraft with the graphic elements and still maintains the characteristics of the brand. This method allows users to know company information only by identifying Graphic elements. FLOW LINE

Flow Line patterns available for use.

PATTERNS

2.2

When using a Flow Line pattern, make sure that the Flow Line units are not the same color intensity or hue. One unit’s lines should appear in a more dominant color tint than the other. Use different color combinations for each unit within a pattern. When printing a one-color document, vary the tints of the Flow Line units. Use no more than one color per Flow Line unit and no more than two colors in a layout.

Flow Line Pattern 1

Flow Line Pattern 2

The Flow Lines should always appear in colors from the Boeing extended color palette. When applying color to Flow Lines that appear over white or light backgrounds, use light tints. Use darker tints or solid colors over dark backgrounds. Never use more than a 50% tint of a dark color over white or light backgrounds, or less than a 50% tint of a light color on dark backgrounds. Flow Line Pattern 3

Flow Line Pattern 4 Flow Line Pattern 6

Flow Line Pattern 5 Flow Line Pattern 7

Flow Line Pattern 8

FINAL ISSUE | 22 SEPTEMBER 2006

Grids I find this grid guide inspiring because it not only provides a grid system with real examples of how companies will use the grid, but also provides real examples of how the grid is applied effectively.

United Way Brand Identity Guidelines

4.3 Sample applications

Brochure: Interior spreads Based on United Way grids, interior spreads afford enough flexibility to suit different styles of communications.

Monotones can be made with any color in the United Way color palette

Interior spread design alternatives

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Et harumd dereud facilis est er expedit distinct. Nam liver tempor cum soluta nobis eligent optio est congue nihil

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Meta typeface can be used for headlines as well as text The 5–column grid is used for 8.5”x11” brochures

Our New Logo

Rolling Stone | Visual Development Guide

Graphic Elements I found this chapter on graphic elements to be very enlightening because it can help other designers understand the background information of the main graphic elements. It specifies how to position graphical elements and what colors to use. In this way, designers and other employees can fully understand the corporate culture through graphic elements. 06

Graphics

Brand Guidelines April 2017

Page 32

Concept Graphics Concept Graphics can help tell a story or illustrate a specific point, create interest, and lead the eye around your layout. They use familiar shapes and should be used to complement related content. You should only create new graphics with a design professional. If you need help, speak with Symantec Brand Creative.

Introduction

Ransomware

Email Threat

Targeted Attacks

Cyber Crime

Web

Mobile

Summary

See the examples to the right for inspiration. Download graphics here.

Applications To a certain extent, brand applications are promoting brand image. Therefore, it is essential to include applications in brand standards their detailed business system, collateral, website, building, event and more than ten brand applications. The audience can feel the scalability and applicability of the corporate image.

Applications Promotional Materials (Swag)

Sumo Logic

Brand Guidelines | Applications

Semester Fall 2021

Typography Poppins

Disclaimer This book is a non-commercial project for educational purposes and is not intended to represent or replace the authentic Rolling Stone brand.

Source time.com unsplash.com wikipedia.com cnn.com history.com newworldencyclopedia.org ebsco.com

Rolling Stone | Visual Development Guide