VISUAL DEVELOPMENT GUIDE
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For this book, we began to produce enough potential logo options to help us define the direction that reflects our brand core and new mission.
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VISUAL DEVELOPMENT GUIDE
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CONTENTS
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ABOUT ERECTOR
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Brand Overview
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Timeline
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Logo Evolution
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Mission Statement
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Key Words
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LOGO EXPLORATION
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LOGO FINALIZATION
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R1: Sketches
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Our New Logo
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R2: Distillation
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Look-a-like Logos
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R3: Initial Refinements
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Brand Inspiration
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A. C. Gilbert posing with various Erector Set models. —Gilbert Family Collection
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The Nature of Identity // Spring 2020
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01 ABOUT ERECTOR
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Brand Overview
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Timeline
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Logo Evolution
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Mission Statement
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Key Words
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The Nature of Identity // Spring 2020
Brand Overview
The Erector Set is a popular construction toy
While a passenger on a train bound from New
that taught as well as amused youngsters for
Haven, Connecticut, to New York City, he
most of the twentieth century. The primary
observed workmen positioning steal beams.
components of Erector Sets are nuts, bolts, and
This event inspired him to create a child’s con-
hole-filled metal girders of varying sizes. Other
struction kit that he called the “Mysto Erector
materials include wheels, pulleys, gears, and
Structural Steel Builder”; the product eventually
electric motors. Following instructions that
became commonly known as the Erector Set.
come in each Erector Set box, children use the
Gilbert was aware of similar construction toys
nuts and bolts to attach the girders, resulting
already available in the marketplace, such as
in the construction of elaborate miniature
the English Meccano. However, his sets were an
buildings, airplanes, trucks, cars, bridges, ships,
improvement over the competition, because he
clocks, houses—and even robots.
included square girders and pieces that could
The toy was first produced in 1913 by the Mysto Magic Company, which sold magic-trick components. It was the creation of A. C. Gilbert (1884–1961), the company founder. Gilbert was a man of varied interests and many talents.
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bend to a ninety-degree angle. Gilbert’s goal was to create a toy that was fun to play with but also allowed the user to gain an increased understanding of science and technology. He believed that “playing is essential to learning.”
BRAND HISTORY • OVERVIEW
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The Nature of Identity // Spring 2020
Timeline
by the 1950s all set boxes
Erector quickly became the most popular
In 1924, more changes
construction toy in the
occurred. Erector was
Erector was first
United States. The Toy
now called "The New
envisioned by Alfred
That Resembles Structural
Erector, The World’s
Steel.
Greatest Toy".
1914
1924
Carlton Gilbert.
1911
were painted red. As the
1933 the sets would be
company grew, the area
sold in colorful boxes
around the Gilbert factory
made of painted steel
became known as "Erector Square".
1950
1933
1913
1916
1932
1949
The United States Patent
In 1916, the company was
Through 1932, Erector was
In 1949, an Erector set
Office issued a patent
reorganized and became
sold in wooden boxes
was used to build the
to Alfred C. Gilbert of
the A.C. Gilbert Company.
precursor to the modern
New Haven for his “Toy
The product was renamed
artificial heart by William
Construction-Blocks.”
"Gilbert Erector, The Toy
Sewell and Dr. William
Like Structural Steel".
Glenn of the Yale School of Medicine.
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BRAND INTRODUCTION • TIMELINE
Sales were slow, and by
About 1999 Irwin decided
In 2002, a movie based on
the 1980s the trademark
to stop importing Meccano-
A.C. Gilbert's life called The
the company went
Erector was acquired by
Erector into the US except
Man Who Saved Christmas
into decline, filing for
Ideal Toys and then Tyco
for the plastic Erector Junior.
was made for television.
bankruptcy in 1967.
Toys.
1967
1980
1999
2002
1961
1970
1990
2000
A.C. Gilbert died in 1961.
In the 1970s, information
In the late 1990s, engineer
In 2000, Meccano bought the
theory pioneer Claude
Mark Sumner used Erector
Erector brand and unified its
Shannon constructed a
to create a working model
presence on all continents.
bounce-juggling machine
for "Soarin’”, an attraction
The two brands are now sold
from an Erector set.
at Disney’s California
under the Meccano brand
Adventure in Anaheim,
name, with the Erector Set
California and Walt Disney
being marketed as "Erector
World's Epcot near
by Meccano".
Rebranding ERECTOR with our new mission and approach
2020
Orlando, Florida.
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The Nature of Identity // Spring 2020
Logo Evolution
Review the Erector’s historical logo is very necessary when we start a new brand definition. Taking a look at the evolution of older logos could help us identify the meaningful elements that relate the core of out brand. For our new brand identity, we will explore more elements that reflect our brand values and also stick the core of our brand.
1914 The first logo on No. 1 Mysto Erector Set.
1958 The new logo on No. 10052 Rocket Launcher Erector Set.
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LOGO EVOLUTION
2000 The logo had a new look after Erector was bought by Meccano. The wordmark was written in a more geometric san serif typeface.
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Mission Statement
Improving people’s creativity through cooperation to benefit our environment
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BRAND REVIVAL
Keywords
Benefit Support people to believe in their creativity to benefit the environment.
Creativity Inspire people’s ingenuity through collaborative building.
Cooperation People need to communicate and cooperate to inspire and encourage each other.
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02 LOGO EXPLORATION
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R1: Sketches
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R2: Distillation
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R3: Initial Refinements
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The Nature of Identity // Spring 2020
R 1 // Sketches
In this phase, we generated sketches in three divergent directions derived from key phrases. Each direction includes three categories: Symbolic marks, graphic marks and wordmarks. The first round of logo exploration, we need to explore as many as possibilities to help us choose the most successful direction to move on.
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SKETCHES
COOPERATION
Work together by construction BENEFIT
Create a better working environment CREATIVITY
Inspire ingenuity though construction 21
The Nature of Identity // Spring 2020
COOPERATION
Work together by construction
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REFINED SKETCHES
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Work together by construction Symbolic Marks Symbols are the meaningful shapes or allusions that connect to the deeper meaning within our brand. Based on the key phrase, we identified the social animals and other objectives that can represent collaboration and connection.
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SKETCHES
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The Nature of Identity // Spring 2020
Work together by construction
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SKETCHES
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The Nature of Identity // Spring 2020
Work together by construction Graphic Marks Graphic marks are the abstract or generic shapes or letter-forms that connect to our brand name. In this category, we generated some abstract shapes that represent the idea of collaboration. Also, we explored various ways to combine abstract or geometric shapes with the letter “E“.
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SKETCHES
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The Nature of Identity // Spring 2020
Work together by construction
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SKETCHES
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Work together by construction
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SKETCHES
Wordmarks Wordmarks are the customized style-appropriate type solutions that feature our brand name. We generated several logotypes based on the idea of collaborative building and connection.
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BENEFIT
Create a better working environment
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REFINED SKETCHES
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The Nature of Identity // Spring 2020
Create a better working environment Symbolic Marks Symbols are the meaningful shapes or allusions that connect to the deeper meaning within our brand. Based on the key phrase, we identified the train, road and other objectives that can represent contribution.
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SKETCHES
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The Nature of Identity // Spring 2020
Create a better working environment
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SKETCHES
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The Nature of Identity // Spring 2020
Create a better working environment Graphic Marks Graphic marks are the abstract or generic shapes or letter forms that connect to our brand name. In this category, we generated some abstract shapes that represent the idea of contribution. Also, we explored various ways to combine abstract or geometric shapes with the letter “E“.
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SKETCHES
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The Nature of Identity // Spring 2020
Create a better working environment
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SKETCHES
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The Nature of Identity // Spring 2020
Create a better working environment Wordmarks Wordmarks are the customized style-appropriate type solutions that feature our brand name. We generated several logotypes based on the idea of contribute our world.
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SKETCHES
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CREATIVITY
Inspire ingenuity though construction
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REFINED SKETCHES
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The Nature of Identity // Spring 2020
Inspire ingenuity though construction Symbolic Marks Symbols are the meaningful shapes or allusions that connect to the deeper meaning within our brand. Based on the key phrase, we identified the hand, tools, brain, and other objectives that can represent ingenuity.
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SKETCHES
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The Nature of Identity // Spring 2020
Inspire ingenuity though construction
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SKETCHES
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The Nature of Identity // Spring 2020
Inspire ingenuity though construction Graphic Marks Graphic marks are the abstract or generic shapes or letter forms that connect to our brand name. In this category, we generated some abstract shapes that represent the idea of ingenuity. Also, we explored various ways to combine abstract or geometric shapes with the letter “E“.
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SKETCHES
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The Nature of Identity // Spring 2020
Inspire ingenuity though construction
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SKETCHES
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The Nature of Identity // Spring 2020
Inspire ingenuity though construction Wordmarks Wordmarks are the customized style-appropriate type solutions that feature our brand name. We generated several logotypes based on the idea of inspire ingenuity.
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SKETCHES
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R 1 // Conclusion
In the first round of logo exploration, we generated some successful and potential directions that can be further explored and developed.
Potential Directions
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SKETCHES
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R 2 // Distillation Blend Two Areas
This phase is based on the concept of distilling and refining. In the second round, we evolved our initial sketches and kept exploring more potential directions. According to the conclusion of the first round, we evolved our key phrases in to benefit the world together, which gave us a more clear direction.
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DISTILLATION
COOPERATION
BENEFIT
—Work together by building
—Create a better working environment
BENEFIT TOGETHER
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Benefit Together
In this phrase, we drew varieties of logos based on potential directions. We explored abstract shapes in 2D and 3D, and combined them with the letter “E“.
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BENEFIT TOGETHER
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The Nature of Identity // Spring 2020
Benefit Together
In this phrase, we drew varieties of logos based on potential directions. We explored abstract shapes in 2D and 3D, and combined them with the letter “E“.
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BENEFIT TOGETHER
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The Nature of Identity // Spring 2020
Benefit Together
In this phrase, we drew varieties of logos based on potential directions. We explored abstract shapes in 2D and 3D, and combined them with the letter “E“.
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BENEFIT TOGETHER
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R2 // 10 Refined Sketches
In this phrase, we chose 10 refined sketches. Included wordmarks, spark symbols and 3D letter “E“.
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BENEFIT TOGETHER
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R2 Conclusion
After the second round of logo exploration, we found 4 potential directions, and in the next round, we will focus on these directions and start the initial refinements.
Potential Directions
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REFINED SKETCHES
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R3 Initial Refinements
Based on the conclusion of the second round of logo exploration, we started doing more detailed refinements according to each potential direction.
Potential Directions 1
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REFINED SKETCHES
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The Nature of Identity // Spring 2020
R3 Initial Refinements
Based on the conclusion of the second round of logo exploration, we started doing more detailed refinements according to each potential direction.
Potential Directions 2
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REFINED SKETCHES
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The Nature of Identity // Spring 2020
R3 Initial Refinements
Based on the conclusion of the second round of logo exploration, we started doing more detailed refinements according to each potential direction.
Potential Directions 3
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REFINED SKETCHES
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The Nature of Identity // Spring 2020
R3 Initial Refinements
Based on the conclusion of the second round of logo exploration, we started doing more detailed refinements according to each potential direction.
Potential Directions 4
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REFINED SKETCHES
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Refined Computer Generated Comps
Potential Directions 1
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Potential Directions 2
REFINED SKETCHES
Potential Directions 3
Potential Directions 4
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R3 Conclusion
After the third round of logo exploration, we had pretty clear direction to guide us moving forward until we define our final logo.
Potential Directions
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REFINED SKETCHES
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03 LOGO FINALIZATION
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Our New Logo
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Brand Inspiration
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Look-a-like Logos
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Our New Logo
Erector’s new logo are combined the initial letter “E“ with 3 stripes, and 4 “E“ connect together to identified the cooperation meaning.
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NEW LOGO
Erector’s Signature
Erector’s Symbol
Wordmark
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Inspiring Standards Our research includes learning from other successful brand guidelines. Before we establish our own new branding standards, we get inspiration from other standards, and this process better guides us to complete our brand guidelines and move forward.
New Identity Introduction Boeing uses a combination of graphics and text, and the use of auxiliary lines makes it easier for me to know what the brand wants to introduce.
Type Specs Broadview gave me clear guideline on the rules of using fonts. The information is only effective when it is clearly communicated. Therefore, the standard of fonts is very important for the definition of the brand.
Logo Anatomy Devon shows clear graphics and puts the explanation beside it, which is quite easy to understand. At the same time, the minimum size of the logo is displayed, so that I can clearly understand the readable size range of the logo.
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INSPIRING STANDARDS
Incorrect Logo Use UPS gives a clear standard of the incorrect usage for their logo by indicating the “Don’ts “ below the incorrect usage images.
Alternate Versions of The Logo VMware gives a very clear logo usage color standards by showing it on different color background.
Main ID Colors (logo colors) United Way gave me a clear display of the available colors of the logo, which can help maintain the overall consistence of the brand and strengthen the brand’s recognition.
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Look-a-like Logos Before finalize our logo, it is very important to do some research on existing commercial logos. This can help us know that our new logo does not already exist or does not belong to any business area.
Slack Technologies
Betaland
Merck
Hewlett-Packard Company
An American international software company founded in 2009.
An Online lottery website.
One of the largest pharmaceutical companies in the world.
An American multinational information technology company.
Similarity Initial letter “E” Difference 2D “E”
Similarity Initial letter “E” Difference 2D “E”, rounded edge
Similarity Two “E” interlaced Difference Different directions
Similarity 3D Letter Difference 3D “B”, more shadows
Legendary Pictures Productions
Google Photos
Ericsson
Rogers
An American film production and mass media company.
A photo sharing and storage service developed by Google.
A Swedish multinational networking and telecommunications company.
A leading technology and media company .
Similarity 3D structure letter Difference Letter “G”
Similarity Initial letter “E” Difference Line form
Similarity 3D letter “E” Difference More abstract
Similarity Negative letter “E” Difference 2D “E”, more abstract
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LOOK-A-LIKE LOGOS
EDF
Telecom Italia
Manulife
Sun Microsystems
A French multinational electric utility company.
An Italian telecommunications company.
A Canadian multinational insurance company.
An American company that sold computers.
Similarity Building Blocks look Difference 3D “M”
Similarity Building Blocks look Difference 3D “T”
Similarity Letter “E“ with shadow Difference Combined with geometric shape
Similarity Letter “E“ logo Difference 2D “E“ logo
Google Discover
E-MU Systems
Spark Central
Low & Bonar
Curated by Google on mobile devices to deliver articles and videos.
A software synthesizer and MIDI keyboard manufacturer.
Digital Customer Engagement Platform.
A global leader in high-performance materials with customers.
Similarity 3D Letter Difference Different angles
Similarity Initial letter “E” Difference Line form with thunder icon
Similarity 3D letters“B” and “E” Difference Concrete figure
Similarity Negative shape “E” Difference Different angles
Chase Bank
Maersk
PDVSA
Lever
A national bank.
A Danish integrated shipping company.
The Venezuelan state-owned oil and natural gas company.
Non Profit Organization.
Similarity 3D letter “E” Difference Different angles
Similarity Initial letter “E” Difference 2D “E”
Similarity 3D Initial letter “E” Difference Different angles
Similarity Building Blocks look Difference 3D Abstract graphics 93
The Nature of Identity // Spring 2020
Sources
http://www.girdersandgears.com/erector-1914-1.html http://www.girdersandgears.com/erector-1959-10042.html https://www.amazon.com/Meccano-Erector-Construction-Building-Education/dp/B01F8UG67M https://logodownload.org/page/141/
https://www.peridotcorp.com/general-manufacturing/sun-microsystems/ https://www.nuton.co/distribution-stack http://www.emu.com/
https://innovation.ox.ac.uk/clinical-outcomes/
https://www.thisismoney.co.uk/money/markets/article-7050711/ Materials-maker-Low-Bonar-forces-boss-U-S-China-trade-war-bites. html
https://www.nuonimaging.ca/nuon-systems
https://www.cmqheadshots.com/corporate-staff-headshots/
https://www.legendary.com/
https://logodownload.org/maersk-logo/maersk-logo/
https://worldvectorlogo.com/logo/pixabay
http://www.cop.com.ve/
https://www.utdallas.edu/ambassador/oozeball/
https://dribbble.com/shots/3207995-Non-Profit-Organisation-Logo
https://www.pngkey.com/maxpic/u2w7w7i1i1e6u2o0/
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Index
This is a student project created for academic purposes. This rebrand concept is a fictional piece of work made as part of a branding class’s assignment. No part of this publication may be reproduced or transmitted in any form or by any means, including photocopying, recording, and other electronic or mechanical methods, without the prior written permission of the publisher. Some images and text have been used exclusively for inspiration and educational purpose only.
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