VISUAL DEVELOPMENT GUIDE
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VISUAL DEVELOPMENT GUIDE
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OVERVIEW In the previous chapter, we spend time to understand the potential of Casio. Now we know who Casio is, who is the target audience and who are the competitors, it’s time to take Casio to the next level, and design a new identity that will work with the company’s new products and services. In this process, we will design the new Casio logo, and define a new color system, typography style, photography style, and the grid that will work together to enhance the new look and feel of Casio.
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TABLE
OF CONTENTS
01
1.1 FORMER IDENTITY
08
1.2 OUR MISSION
10
1.3 KEY WORDS
12
2.1 ROUND ONE SKETCHES
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2.2 ROUND TWO SKETCHES
40
2.3 DIGITAL SKETCHES
42
3.1 FINAL ROUND OF SKETCH
48
3.2 CASIO’S NEW LOGO MARK
54
3.3 CASIO’S WORDMARK
56
3.4 LOCKUPS
58
3.5 THE GRID
60
3.6 LOOK A LIKE LOGOS
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CONCEPTING
02 DEVELOPMENT
03 FINALIZATION
01
CONCEPTING 1.1 FORMER IDENTITY
08
1.2 OUR MISSION
10
1.3 KEY WORDS
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CASIO
VISUAL DEVELOPMENT GUIDE
SECTION 1.1
FORMER IDENTITY Before we start the visual development process, it’s important to understand our identity in the past. By doing so, we can take what was working successfully in the past and bring the successful part into the new direction. The original designer and design agency for the most recent Casio logo is unknown. It was designed in a bold and simple logotype which is set in Eriostile Pro Bold Extended which was originally produced in 1962 by the Nebiolo foundry. The typeface was meant to give a dynamic and technological feel. The blue color is set in Pantone 293C which signifies intellect and permanency.
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CONCEPTING
Casio’s current logo, a simple and bold logotype in the typeface Eurostile Pro Bold Extended. The color is set in Panton 293C.
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SECTION 1.2
OUR MISSION AT CA SIO, WE WAN T T O P ROVIDE AND MANAGE ACCES SIBL E DATA IN ANY GIVEN SI T UAT ION.
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CASIO
VISUAL DEVELOPMENT GUIDE
SECTION 1.3
KEYWORDS It is important to extract the essence of our brand soul to create a logo that resembles these essence. The first step of this visual development process is to think of three keywords that best represent the future of Casio. Since our brand is to provide and manage accessible information instantly in any given situation, we initially think the three keywords that best represent us are information, access and math, and developed a variety of sketches based on those three with nothing too specific in mind. Then after the first round of sketches, we realized that instead of the word math, the word data is a better fit for our brand soul and mission. Then we refined our logo based on the word information, access and data.
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CONCEPTING
INFORMATION Casio wasn’t the fist company to make a calculator watch but it was certainly the most successful and prolific one. It’s Data Bank models could convert currencies, store phone numbers and read the pulse. It offers necessary information to assist people’s life.
ACCESS Having calculator and other functions embedded into the watch makes information accessible instantly in any place and at any time.
DATA Casio started the company by invent the calculator. Then they embedded the calculator into it’s wrist watch, by doing this they made calculating available on the wrist.
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02
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DEVELOPMENT 2.1 ROUND ONE SKETCHES
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2.2 ROUND TWO SKETCHES
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2.3 DIGITAL SKETCHES
42
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CASIO
VISUAL DEVELOPMENT GUIDE
SECTION 1.3
ROUND ONE SKETCHES SYMBOLIC MARK_ACCESS S H O R T P H R A C E _I N S TA N T C O N N E C T I O N , P O R TA B L E , W I T H YO U A L L T H E T I M E W H E N E V E R AND WHERE EVER.
Braille text to show accessibility.
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DEVELOPMENT
The word “access” in us means instant connection, it also means it’s portable that you can will be able to reach it whenever and wherever you are. Symbols like arrows, hands and touch will resemble this idea. In this category, we try to develop as variety solutions as possible.
Hands touching the screen to show accessibility.
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CASIO
VISUAL DEVELOPMENT GUIDE
ACCES S
GRAPHIC MARK_ACCESS S H O R T P H R A C E _I N S TA N T C O N N E C T I O N , P O R TA B L E , W I T H YO U A L L T H E T I M E W H E N E V E R AND WHERE EVER.
Create a tunnel shape to represent space and access
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DEVELOPMENT
The graphic mark of the word “access” will be more abstract in idea and form than the symbolic mark. The idea here is to use the basic geometric shapes like triangle, polygon, square, circle and rectangle to give the idea of access. And use the basic shapes in combination with the first letter “C” from our brand name Casio to give a open space look and feel.
The undetached shape creates an open space.
Stacked rectangle shape creates a sense of free space and access.
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CASIO
VISUAL DEVELOPMENT GUIDE
ACCES S
WORDMARK_ACCESS S H O R T P H R A C E _I N S TA N T C O N N E C T I O N , P O R TA B L E , W I T H YO U A L L T H E T I M E W H E N E V E R AND WHERE EVER.
Letters inside of a open letter C to represent
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DEVELOPMENT
The graphic mark of the word “access” will be more abstract in idea and form than the symbolic mark. The idea here is to use the basic geometric shapes like triangle, polygon, square, circle and rectangle to give the idea of access. And use the basic shapes in combination with the first letter “C” from our brand name Casio to give a open space look and feel.
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CASIO
VISUAL DEVELOPMENT GUIDE
INF ORMAT ION
S Y M B O L I C M A R K _I N F O R M AT I O N S H O R T P H R A C E _D ATA , D I G I TA L
Memor y card to represent information.
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DEVELOPMENT
The word “information� in us means digital data. Symbols of objects that resembles information and data will fit this idea. In the category of symbolic mark, we try to develop as variety solutions as possible to expand our thoughts.
Technology panels to represent information.
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CASIO
VISUAL DEVELOPMENT GUIDE
INF ORMAT ION
G R A P H I C M A R K _I N F O R M AT I O N S H O R T P H R A C E _D ATA , D I G I TA L
Squares represents data and information.
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DEVELOPMENT
The word “information� in us means digital data. Symbols of objects that resembles information and data will fit this idea. In the category of symbolic mark, we try to develop as variety solutions as possible to expand our thoughts and ideas.
Stacked rectangle to represent mass amount of information.
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CASIO
VISUAL DEVELOPMENT GUIDE
INF ORMAT ION
W O R D M A R K _I N F O R M AT I O N S H O R T P H R A C E _D ATA , D I G I TA L
Taking the letter “I” to represent it with the stacking squares.
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DEVELOPMENT
In the word mark category of the word “information”, we want to take some of the successful elements we have explored in both the symbolic and graphic marks, and then apply them into the word “Casio”. Those elements include squares and circles representing bits and circuits.
The idea of using squares to represent bits.
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CASIO
VISUAL DEVELOPMENT GUIDE
MAT H
S Y M B O L I C M A R K _ M AT H S H O R T P H R A C E _C A L C U L A T I N G T H E N U M B E R S , S TAT I S T I C S
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DEVELOPMENT
The word “math� in us means calculating the numbers. Symbols of objects that resembles calculation and statistics will fit this idea. In the category of symbolic mark, we try to develop as variety solutions as possible to expand our thoughts and ideas.
Use 0,1 to represent data and math
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CASIO
VISUAL DEVELOPMENT GUIDE
MAT H
G R A P H I C M A R K _ M AT H S H O R T P H R A C E _C A L C U L A T I N G T H E N U M B E R S , S TAT I S T I C S
Triangle itself already gives the idea of math.
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DEVELOPMENT
The graphic mark of the word “math� will be more abstract than the symbolic mark. We tried to use any calculation related graphics to represent the idea of math, especially graphics that have a group of multiply things.
Pieces of polygons together to represent math.
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CASIO
VISUAL DEVELOPMENT GUIDE
REF INED L OGO F ROM EACH CAT EGORY KEY WORD_ACCESS
The idea here is to have an open negative space that can be seen as accessible space to highlight the idea of access.
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DEVELOPMENT
After came up with a variety of variations and ideas, we distill the sketches and select only 10 that best represent the idea of the word access from the category of symbol mark, graphic mark and wordmark. Half of the selected sketches has the idea of an open space to represent accessibility,
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CASIO
VISUAL DEVELOPMENT GUIDE
REF INED L OGO F ROM EACH CAT EGORY K E Y W O R D _I N F O R M AT I O N
The idea here is to use rectangles stacking together to give the feeling of bits.
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DEVELOPMENT
After came up with a variety of variations and ideas, we distill the sketches and select only 10 that best represent the idea of the word information from the category of symbol mark, graphic mark and wordmark. Most of the sketches here uses squares to represent bits and information.
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CASIO
VISUAL DEVELOPMENT GUIDE
REF INED L OGO F ROM EACH CAT EGORY K E Y W O R D _ M AT H
Use modular of shapes to give the idea of math while forming the latter “C”.
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DEVELOPMENT
After came up with a variety of variations and ideas, we distill the sketches and select only 10 that best represent the idea of the word math from the category of symbol mark, graphic mark and wordmark. Most of the logos are formed with multiple of shapes to give the idea of numbers and math.
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CASIO
VISUAL DEVELOPMENT GUIDE
SECTION 2.2
ROUND TWO SKETCHES K E Y W O R D S _I N F O R M AT I O N , D ATA , A C C E S S , I N S TA N T
Letter “C” as the container to hold to bits of data together.
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DEVELOPMENT
Based upon the selected logos from round one sketches, we further push the idea of data and access. The main focus here is to explore the idea of bits and pixels while in combination with the brand initial and the idea of access.
Using the triangle shapes to form a letter “C� to represent data and information.
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CASIO
VISUAL DEVELOPMENT GUIDE
SECTION 2.3
ROUND TWO SKETCHES K E Y W O R D S _I N F O R M AT I O N , D ATA , A C C E S S , I N S TA N T
Letter “C” as the container to hold to bits of data together.
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DEVELOPMENT
Based upon the selected logos from round one sketches, we further push the idea of data and access. The main focus here is to explore the idea of bits and pixels while in combination with the brand initial and the idea of access.
Using the triangle shapes to form a letter “C� to represent data and information.
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CASIO
VISUAL DEVELOPMENT GUIDE
INI T IAL DIGI TAL S K E T CH
K E Y W O R D S _I N F O R M AT I O N , D ATA , A C C E S S , I N S TA N T
46
DEVELOPMENT
The initial digital sketch was generated from the selected logos from the round two sketches. Again, the idea here is the exploration as many ideas of bits and pixels as possible.
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03
48
FINALIZATION 3.1 FINAL ROUND OF SKETCH
48
3.2 CASIO’S NEW LOGO MARK
54
3.3 CASIO’S WORDMARK
56
3.4 LOCKUPS
58
3.5 THE GRID
60
3.6 LOOK A LIKE LOGOS
62
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CASIO
VISUAL DEVELOPMENT GUIDE
SECTION 3.1
FINAL ROUND OF SKETCH K E Y W O R D S _I N F O R M AT I O N , D ATA , A C C E S S , I N S TA N T
Polygon shape based, with bits sounded the outside.
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FINALIZATION
Based on the three directions from the last round of sketches, we continue working on the development as well as the refinement. This time we paid most of the attention on refining the details, the proportion of each stroke, and the number and placement of the each bits.
The rotated “C” at 45° of angle. Then part of the “C”is taken apart from the square to show the idea of access.
The idea of two “C”s act like an container to contain the square bits that represent data.
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CASIO
VISUAL DEVELOPMENT GUIDE
DIGI TAL S K E T CH
K E Y W O R D S _I N F O R M AT I O N , D ATA , A C C E S S , I N S TA N T
The idea of angled “C”, with an arrow and bits of data.
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FINALIZATION
Based on the three directions from the last round of sketches, we continue working on the development as well as the refinement. This time we paid most of the attention on refining the details, the proportion of each stroke, and the number and placement of the each bits.
The idea of bits of data coming though the letter “C�.
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CASIO
VISUAL DEVELOPMENT GUIDE
REF INEMEN T OF DIGI TAL S K E T CH K E Y W O R D S _I N F O R M AT I O N , D ATA , A C C E S S , I N S TA N T
Explore wordmark with three different directions of logos.
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FINALIZATION
For the refinement of the second round of digital sketches, we settled upon three designs. Then we selected the one that best define our brand with information, data and access, which is the one with the square shape that rotated 45 degree angles. However there are still more refinement need to do in terms of the proportion and placement of each single elements. Also we need to refine our logotype to make it work better with the final logo.
The final direction for further development.
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CASIO
VISUAL DEVELOPMENT GUIDE
SECTION 3.2
CASIO’S NEW LOGO MARK
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FINALIZATION
In this phase, we’re again working at the details to achieve a good refined final logo for our brand identity. The challenge here are the proportion, the affective number of squares, and the placement of these small square in proportion to the big square.
The finalized icon is the selected to be the face of our brand, its a combination with shapes that represent our brand initial, the access mark and data mark.
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CASIO
VISUAL DEVELOPMENT GUIDE
SECTION 3.3
CASIO’S NEW WORDMARK
CASIO
CASIO
CASIO
CASIO
CASIO
CAS I O
The basic shape should be based up a geometric type with a special edit to the letter “i”.
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FINALIZATION
Based on the logo mark, we think our word mark should be based upon a geometric typeface. However, there should be some changes made to word mark to match the 45 degree angle of our logo mark.
The finalized wordmard is developed from scratch with a basic circle shape. The stroke width is half of the main stroke width from the icon.
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CASIO
VISUAL DEVELOPMENT GUIDE
SECTION 3.4
LOCKUPS
Vertical Lockup
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FINALIZATION
Now we have a finalized our logo with a clear concept in mind. The process including a variety big amount of explorations and concepts. The biggest challenge in this process was to decide how many numbers of squares to be used in the logo, and where to use them. We find that trying to always line things up in certain ways will help to make the logo look more clean even though it has a lot of small elements.
Horizontal Lock up
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CASIO
VISUAL DEVELOPMENT GUIDE
SECTION 3.5
THE GRID
Casio logo is an embodiment of the brand. It is important that we have a grid base for creating the brand for precision purpose, because the logo must all time being perfectly legible.
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FINALIZATION
=X
45Ëš
1/2X
4X
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CASIO
VISUAL DEVELOPMENT GUIDE
SECTION 3.6
LOOK A LIKE LOGOS D ATA A N D T E C H C O M PA N I E S T H AT U S E S S Q U A R E S TO R E P R E S E N T D ATA Before moving forward with our design, we want to research for other logos in the market to see how they designed their logo with the similar concept, but also to make sure that we are designing has not been done already. We think it is very important to be aware of similar logos and how they different from ours. In this category we will be looking at data and technology based companies that use the elements of either square or circle to represent data and information in their logo design.
Applying bits to only part of the wordmark.
The most similar one since it also rotate the square into a 45Ëšangle.
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FINALIZATION
LOGO WITH THE LETTER C In this category we will be looking at logos that are designed based on the letter C as the main element. In stead of just looking at the data and tech companies, we will we research for a more variety of companies how they designed their logo based on the letter “C�.
Not only this logo has the letter C but also has the idea if bits applied to part of the logo.
Polygon shape based the letter "C".
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MOVING FORWARD Now we have refined our logos, it’s time to think how it can be used into different situations. The next step is to set up some guide lines for the logo to be used in a proper way. More information can be seen in the up coming Visual Standard Guide.
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All contents from Casio Visual Development Guide was collected, conceived, written and designed by Rui He. Copyright @ 2017 Rui He This book is a non-commercial work produced as a student project for educational purposes, and as such is considered a derivative work under the Fair Use of U.S Copyright law.