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VISUAL DEVELOPMENT GUIDE
VISUAL DEVELOPMENT GUIDE
THE SHARPER IMAGE
The Sharper Image Visual Development Guide First published in 2018 © Chengsongmei (Robin) Xiao www.sharpercommunity.com
VISUAL DEVELOPMENT GUIDE >>
THE SHARPER IMAGE
VISUAL DEVELOPMENT GUIDE >>
CONTENTS 01 / VISUAL ANALYSIS
>> 08
The Old Mark Logo Research
02 / LOGO DEVELOPMENT Three Directions Chosen Direction Similar Marks Digital Refinement
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TABLE OF CONTENTS
THE SHARPER IMAGE
VISUAL STRATEGY GUIDE >>
Clothes make the man. Naked people have little or no influence in the society. — MARK TWAIN An American writer, humorist, entrepreneur, publisher, and lecturer.
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01 >> 08
CHAPTER 01_LOGO ANALYSIS
VISUAL ANALYSIS The Old Mark Logo Research
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The Old Mark Before developing a new identity for The Sharper Image, we should examine and understand the design of the past look of the brand. The old wordmark features the feeling of modern in a simple way by using bold sans serif type. The design reflects to its audience and the mission of The Sharper Image.
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CHAPTER 01_THE OLD MARK
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THE SHARPER IMAGE
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CHAPTER 01_LOGO RESEARCH
Logo Research Competitors’ Logo The logo of a brand should be unique and standout among its competitors. Through the logo research, we will visually understand the overall concept and visual language from the other brand and avoid the similarity.
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02 >> 14
CHAPTER 01_LOGO DEVELOPMENT
LOGO DEVELOPMENT Three Directions Chosen Direction Digital Refinement Similar Marks
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Three Directions There are three main ideas which highlight our future direction and help to explore new visual system that fit our soul and mission. Despite having a common foundation, the three directions were going to provide different angles of approaches.
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CHAPTER 01_THREE DIRECTIONS
Three Directions >>
DIRECTION
Disguise
Perception
Surface
CONCEPT
Conceal ture character
Thought or comments from others
Refined and delicate physical appearance
ELEMENTS
Shape or animal imply of camouflage
Target / eyes / conversation frame / ears
Animal or shape with beatiful appearance
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Logo Sketches >>
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CHAPTER 02_DIRECTION 01
Direction 01 Disguise This concept illuctrate some people might want to conceal some character they don’t really want to show to other people and pretend to be a better person. As a result, I choose some animals which can change the pattern or color of their body and blend themselves into the nature. And then transform this idea into graphic marks.
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Logo Sketches >>
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CHAPTER 02_DIRECTION 01
Direction 01 Disguise Graphic marks that has some missing part of the “TSI“ means something has been hiding.
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Logo Sketches >>
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CHAPTER 02_DIRECTION 02
Direction 02 Perception The audience of this brand cares about how other perceive them, they want to know the comments or how people talk about them. So I use ears, eyes, dialogue frame, arrow, and target to conduct this idea.
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Logo Sketches >>
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VISUAL DEVELOPMENT GUIDE >>
CHAPTER 02_DIRECTION 02
Direction 02 Perception The idea of graphic marks comes from previous simbolic marks, we combined the graphic elements like dialogue frame and arrow with “TSI“ and tried different typefaces.
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Logo Sketches >>
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CHAPTER 02_DIRECTION 03
Direction 03 Surface The idea of graphic marks comes from previous simbolic marks, we combined the graphic elements like dialogue frame and arrow with “TSI“ and tried different typefaces.
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Logo Sketches >>
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CHAPTER 02_DIRECTION 03
Direction 03 Surface The idea of graphic marks comes from previous simbolic marks, we combined the graphic elements like dialogue frame and arrow with “TSI“ and tried different typefaces.
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Chosen Direction Based on previous sketches, we decided to narrow down the direction by combining keywords and continue to draw new sketches.
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Logo Sketches >>
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CHAPTER 02_CHOSEN DIRECTION
Digital Sketches Success The idea of graphic marks comes from previous simbolic marks, we combined the graphic elements like dialogue frame and arrow with “TSI“ and tried different typefaces.
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Similar Marks We finally use the concept of missing shape and special “S“ to represent The Sharper Image. We want to look into other design that help us being inspiration.
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CHAPTER 02_SIMILAR MARKS
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Digital Refinement By the exploration of previous skeches, I find the right direction for the logo of The Sharper Image, I refined some details of the shape of the logo about its angles and curves.
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CHAPTER 02_DIGITAL REFINEMENT
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A well-tied tie is the first serious step in life. — OSCAR WILDE Oscar Wilde was one of London’s most popular playwrights in the early 1890s.
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This book is a non-commercial design project for education purposes and is not intended to represent The Sharper Image brand. r06inchin@gmail.com robinxiao-design.com Design_Chengsongmei (Robin) Xiao Course_Nature of Identity Instructor_Hunter Wimmer Photography_unsplash.com
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Copyright © 2018 Chengsongmei (Robin) Xiao All right reserved. No part of this publication can be reproduced or transmitted in any form of by any means, electrical, mechanical, including photocopies or any storage, without prior written permission of Chengsongmei (Robin) Xiao.
THE SHARPER IMAGE VISUAL DEVELOPMENT GUIDE