VISUAL DEVELOPMENT GUIDE
VISUAL DEVELOPMENT GUIDE
TABLE OF CONTENTS
01
02
VISUAL RESEARCH
LOGO DEVELOPEMENT
11
17
Identity Evolution
12 New Concept
Initial Sketches
31 Further Exploration 37 Logo Distillation 42 Finalization
03
04
FINAL LOGO
INSPIRATION
50 The Final Logo
57 Summary
52 Similar Logo Research
58 Identification and Analysis
“While there’s Life, there’s hope.” —Stephen Hawking
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CHAPTER 01 02 03 04
01 VISUAL RESEARCH
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Identity Evolution
12
New Concept
VISUAL RESEARCH
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CHAPTER 01 02 03
IDENTITY EVOLUTION
VISUAL RESEARCH
IDENTITY EVOLUTION LIFE was an American magazine was founded in 1936 and was produced by Henry Lucile. It came out in weekly issues until 1978. It was the first magazine to focus primarily on photography. The images in the magazine were given just as much attention and space as the text which was unusual to see back in 1936. This was one of the reasons it was so successful as it drew peoples attention and was the first of it’s kind, focusing mainly on photos. The LIFE logo is iconic and very memorable, for its simplicity and its boldness. The white letters and the red background are very effective in standing out against the black and white images the magazine contained. The logo became very easily recognised and is one of the reasons the covers of the magazines are so iconic.
1936–1978
1978–1993
1993—2012
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CHAPTER 01 02 03 04
NEW CONCEPT
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INITIAL
HUMANITY
INCLUSIVE
LEADING
Letter L
View finder
Plus Sign
Arrow
In terms of Life’s long-standing reputation, the new logo concept will be based on its history while breaking through new territories. Moving toward new visual and conceptual territories, while stick to the brand mission requires a broad range of conceptual and visual explorations. The first step is to conceive. Three key phrases were developed based on these three keywords, which will help develop and visualize identity systems. In this process, the key elements that form the brand logo need to be identified, refined and developed.
FORMER NEW CONCEPT LOOK AND HISTORY
VISUAL IDENTITY RESEARCH EVOLUTION
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CHAPTER 01 02 03 04
02 LOGO DEVELOPMENT
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Initial Sketches
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Further Exploration
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Logo Distillation
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Finalization
LOGO DEVELOPMENT
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CHAPTER 01 02 03 04
INITIAL SKETCHES
LOGO DEVELOPMENT
INITIAL SKETCHES ROUND ONE ROUGH SKETCHES
HUMANITY | INCLUSIVE | LEARNING Now, it’s time to explore new looks for the brand by hand sketching. Through the three keywords drawn from the brand soul, humanity, inclusive, learning. We went to three key phrases in order to get a better visual direction. These sketches fall into three main categories: symbolic, graphic marks, and word marks.
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CHAPTER 01 02 03 04
INITIAL SKETCHES
LOGO DEVELOPMENT
KEY PHRASE ONE | HUMANITY To perceiving life through the lens of humans
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CHAPTER 01 02 03 04
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3
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INITIAL SKETCHES
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LOGO DEVELOPMENT
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The shape of the door or window is interesting, it reflects my brand soul well.
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The meaning of bringing things together can be a direction to continue.
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This wordmark can see some potential, it brings a feeling of breaking through the limits and looking forward to hope. The next step might be to try to mix graphics and type.
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This plus sign has some potential. It shows that the power of human beings is enormous.
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This shape is an interesting structure. The idea of the framing square and the point of view can be further
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explored. Maybe consider cleverly using the initial L to create graphics.
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CHAPTER 01 02 03 04
KEY PHRASE ONE | INCLUSIVE Diverse voices and experiences
INITIAL SKETCHES
LOGO DEVELOPMENT
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CHAPTER 01 02 03 04
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INITIAL SKETCHES
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LOGO DEVELOPMENT
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This typeface is really interesting, consider trying to use this kind of
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typeface instead of the usual san serif and generic typeface.
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The interlacing of letters and graphics is an good form of graphic combination.Â
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The spark element conveys the key phrases of the diverse voices and experience, which can generate more energy through collisions.
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This graphic has the potential to develop, which brings the feeling of human interaction.
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This shape has the potential to work. Dawn and sunshine represent a new vision of Life. Consider flip it over.
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CHAPTER 01 02 03 04
INITIAL SKETCHES
LOGO DEVELOPMENT
KEY PHRASE ONE | LEARNING Constantly changing and growing
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CHAPTER 01 02 03 04
INITIAL SKETCHES
LOGO DEVELOPMENT
In this camp, all of the logo looks too abstract, which can not represent the new Life soul. So, the Learning idea has a bit weak to create a strong logo. For the next step refinement, we start to think of “leading“ instead of just “learning“.
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CHAPTER 01 02 03 04
FURTHER EXPLORATION
LOGO DEVELOPMENT
FURTHER EXPLORATION ROUND TWO SKETCHES
HUMANITY In the first round of sketch, we generated three different phrases that based on the new Life’s keywords—humanity, inclusive and leading. These key phrases with divergent visual directions guide our sketch ideas. Through these initial sketches, we narrowed down our idea by selecting the strongest ideas in three camps, which is humanity. To kept this idea into the second round of logo sketching. In this section, it shows the different direction of our future logo design.
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CHAPTER 01 02 03 04
✓
HUMANITY ✓
To perceiving life through the lens of humans The second round of sketches is based on the only direction— humanity. Through this round of directional sketches, we can determine which are the options that cannot be developed and which are the winners for the final logo.
FURTHER EXPLORATION
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LOGO DEVELOPMENT
✓
✓
✓ ✓
✓
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CHAPTER 01 02 03 04
DIGITAL SKETCHES In the second round of sketching, I started with the key phrase—Humanity. I used the initials L to make a variety of combinations, creating them like a human perspective and a framing square to connect to my brand soul. I tried to combine the original three keywords of my brand soul—humanity, inclusive, and leading.
HUMANITY | To perceiving life through the lens of humans
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2
DIGITAL SKETCHES
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LOGO DEVELOPMENT
2
These two logos have the shape of the finder frame and the plus sign, which can represent the keywords of humanity and inclusive. I find it interesting to combine types into graphics, which is both simple and straightforward to convey the brand’s soul. So, I got inspiration from both directions and took them to the next round.
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CHAPTER 01 02 03 04
LOGO DISTILLATION
LOGO DEVELOPMENT
LOGO DISTILLATION ROUND THREE SKETCHES
By getting inspiration from the second round, I continued to explore more symbols or graphics that can represent humanity, inclusive and leading. Based on the visual direction that has already won, I made more detailed modifications and more attempts. Finally, we chose one of the three keywords of the brand.
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CHAPTER 01 02 03 04
DIGITAL REFINEMENT
HUMANITY | INCLUSIVE | LEADING
DIGITAL REFINEMENT
LOGO DEVELOPMENT
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CHAPTER 01 02 03 04
DIGITAL REFINEMENT
SYMBOL / GRAPHIC + WORDMARK
✓
✓
LIFE
LIFE
DIGITAL REFINEMENT
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LOGO DEVELOPMENT
✓
LIFE
LIFE
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CHAPTER 01 02 03 04
FINALIZATION
DESIGN 01
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⅓x x
¼x
FINALIZATION
LOGO DEVELOPMENT
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CHAPTER 01 02 03 04
FINALIZATION
DESIGN 02
â…“x x
FINALIZATION
LOGO DEVELOPMENT
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CHAPTER 01 02 03 04
FINALIZATION
DESIGN 03
x
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FINALIZATION
LOGO DEVELOPMENT
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CHAPTER 01 02 03 04
03 FINAL LOGO
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The Final Logo
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Similar Logo Research
FINAL LOGO
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CHAPTER 01 02 03 04
THE FINAL LOGO
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The new logo conceptually and visually expresses the soul of the brand— provides ways to look at human life. Our new logo stands for humanity, inclusive and leading. The shape of our new logo consists of letter L, plus sign and viewfinder. The new look is composed of the combination of a symbolic mark and a wordmark.
THE FINAL LOGO
FINAL LOGO
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CHAPTER 01 02 03 04
SIMILAR LOGO RESEARCH It is helpful to compare the existing real-world logo with the brand’s new logo before the logo is finalized. This step helps us avoid making designs that are similar to existing designs. For Life’s similar logo research, I focus on those logos with viewfinders or plus signs.
LOGOS WITH VIEWFINDERS AND PLUS SIGNS
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SIMILAR LOGO RESEARCH
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Camera Shy Media looks after
FINAL LOGO
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Instagram is a photo and
people’s video, social media
video-sharing social
and web development needs.
networking service owned by Facebook, Inc. It was created
2
Swatch is a Swiss watchmaker
by Kevin Systrom and Mike
founded in 1983 by Nicolas
Krieger.
Hayek and a subsidiary of The Swatch Group.
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Mind Frame Cinema is a boutique production company that spe-
3
U.S. Microsoft Corporation is
cializes in “on-set” and “location”
an American multinational
film/video for motion picture.
technology company with headquarters in Redmond, Washington. It develops,
4
Knight Foundation is a national foundation with strong local
manufactures, licenses,
roots. We invest in journalism,
supports, and sells computer
in the arts, and in the success
software, consumer elec-
of cities where brothers John S.
tronics, personal computers,
and James L. Knight once
and related services.
published newspapers.
Agrii harnesses the power of skilled agronomists and the
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Directa Plus is one of the largest producers and suppliers
best intelligence to deliver
worldwide of graphene
unrivalled expertise and
nanoplatelets-based products
support for sustainable and
for use in consumer and
profitable farming systems.
industrial markets.
The Columbia Sportswear Company is an American company that manufactures and distributes outerwear, sportswear, and footwear, as well as headgear, camping equipment, ski apparel, and outerwear accessories.
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CHAPTER 01 02 03 04
04 VISUAL GUIDE INSPIRATION
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Summary
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Identification and analysis
VISUAL GUIDE INSPIRATION
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CHAPTER 01 02 03 04
“The life of a designer is a life of fight. Fight against the ugliness. Just like a doctor fights against disease. For us, the visual disease is what we have around, and what we try to do is cure it somehow with design.” —Massimo Vignelli, The designer of NYC Subway System signage.
SUMMARY
VISUAL GUIDE INSPIRATION
SUMMARY Visual research and leveraging inspiration from good works are essential qualities for designers. When we are faced with a new project area and do not know the rules and structure, it is wise to conduct research and study from existing works and materials. In the early stages of design, designers need some degree of inspiration from different external sources to understand basic design guidelines, broaden our horizons, and motivate powerful driving forces for new ideas.
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CHAPTER 01 02 03 04
IDENTIFICATION AND ANALYSIS NEW IDENTITY INTRODUCTION VMware’s new brand identity shows the audience the core ideas behind the brand. And through an intuitive new and old comparison, the designer has a structured explanation of why brand identity is being updated. We can comprehensively understand its evolution process and creative ideas by reviewing the new brand identity introduction.
LOGO ANATOMY Exploratorium clearly uses the scale and data for the logo to identify and interpret the logo anatomy, which is both direct and effective. By indicating clear space and minimum size, the user can know exactly how the logo is used so that the logo structure and usage restrictions are not broken.
IDENTIFICATION AND ANALYSIS
VISUAL GUIDE INSPIRATION
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TYPE SPECS Sumo Logic has a good representation of the type specification. In the typography section, they clearly explain the reasons for using the primary and secondary typefaces and the download sources. In addition, a comprehensive demonstration of the use of bodycopy, headlines, subheads and quotes, as well as detailed information such as such as point size, leading and tracking. This visual identity guide also contains the hierarchy and usage specifications on various media.
MAIN ID COLORS In the Symantec’s visual guide, they have a very detailed division and explanation of the color palette. We can understand the composition and precautions of the color palette by explanation. These color palette are divided into primary, secondary, print and digital. And each color block has a specific name and color information for easy viewing and use. In this section, in addition to the four-color palette, there are instructions on how to use two colors. There are more detailed examples of color usage and prohibitions.
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CHAPTER 01 02 03 04
LOGO DON’TS The Nueva School not only demonstrates a banned example of the regular logo combination, but also includes specifications for the use of common elements and images in the visual identity guide. In this material, we clearly understand that the use cases in certain situations are not allowed, and how to avoid the use of non-standard logos, elements, images, colors, typefaces, etc.
ALTERNATE VERSIONS OF THE LOGO In the USA Today brand guide, they show alternative usages for the main and sub-brand logos very well. In the description, we can find out which version of the logo is used in which case, and use other forms of the main logo to ensure legibility and consistency. A good visual guide can tell the designer to use the logo correctly.
IDENTIFICATION AND ANALYSIS
VISUAL GUIDE INSPIRATION
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SYMBOL SYSTEM The powerful symbol system is essential for the brand, and Vantiv has done a great job in the Symbol Library. In this visual guide, we can see that they classify symbols in order of use, visual form, numbers, etc. The whole system has a strong uniformity, and the use of symbols is sorted out and standardized.
APPLICATIONS Brand application is also an important brand image, so it is also essential to include the application in the brand standard. SumoLogic is a good example. They detailed the business system, collateral, website, building, events and other more than ten brand applications. The audience can feel the extensibility and applicability of the corporate image.
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THE NEXT PHASE We have journeyed through the process of creating our new logo in the Visual Development Guide. In the next guideline, The Visual Standards Guide, we will introduce the overall visual system and the new extensions of Life.
IDENTIFICATION AND ANALYSIS
VISUAL GUIDE INSPIRATION
“I strive for two things in design: simplicity and clarity. Great design is born of those two things.” —Lindon Leader, The designer behind the FedEx logo.
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SOURCE
PHOTO RESOURCE time.com unsplash.com shutterstock.com newworldencyclopedia.org
ARTICLE RESOURCE britannica.com books.google.com cnbc.com cnn.com history.com ebsco.com
COLOPHON Designer Ruonan (Crystal) Hu Class GR604 Nature Identity Instructor Hunter Wimmer Semester Fall 2019 Typefaces Akzidenz-Grotesk Next Geogrotesque
VISUAL DEVELOPMENT GUIDE