VISUAL STANDARDS GUIDE
VISUAL STANDARDS GUIDE
TABLE OF CONTENTS
01
02
BRAND INTRODUCTION
THE NEW LOGO
10 Brand Introduction
16 New Logo
13 Brand Evolution
18 Logo in Black and White 20 Logo Anatomy 22 Logo Variations 24 Logo Sizing 26 Logo in Colors 28 Incorrect Usage
03
04
VISUAL SYSTEM
FUTURE PROSPECTS
32 Color Palette
40 New Territories
34 Typography
43 Projective Lists
36 Business System
52 The Deliverables
“The meaning of life is to find your gift. The purpose of life is to give it away.” —Pablo Picasso
08
CHAPTER 01 02 03 04
01 BRAND INTRODUCTION
10
Brand Introduction
13
Brand Evolution
BRAND INTRODUCTION
09
10
CHAPTER 01 02 03 04
BRAND INTRODUCTION Life was absent from the U.S. market for only a few months, when it began publishing special w “megazine” issues on topics such as 9/11 and the Holy Land in 2001. These issues, printed on thicker paper, were more like soft cover books than magazines. Beginning in October 2004, it was revived for a second time. Life resumed weekly publication as a free supplement to U.S. newspapers. Life went into competition for the first time with the two industry heavyweights, Parade and USA Weekend. At its launch, it was distributed with more than 60 newspapers with a combined circulation of approximately 12 million. Among the newspapers to carry Life: New York Daily News, Los Angeles Times, Chicago Tribune, The Denver Post, and the St. Louis Post-Dispatch. Time, Inc. made deals with several major newspaper publishers to carry the Life supplement, including Knight-Ridder and the McClatchy Company. This current version of Life retained its trademark logo, but sports a new cover motto, “America’s Weekend Magazine.” It measures 9½ x 11½ inches and is printed on glossy paper in full-color. On September 15, 2006, Life was just 20 pages. The magazine’s place in the history of photojournalism is considered its most important contribution to publishing. Photojournalism helped spur interest in current events by being more easily accessible than text only newspapers. Broader interest in current events is important in democracies such as the United States.
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BRAND EVOLUTION
BRAND INTRODUCTION
BRAND EVOLUTION The story that made the cover of the very first issue of LIFE Magazine—published on Nov. 23, 1936—was, the magazine’s editors admitted, perhaps surprising. The photo of Fort Peck Dam in Montana, by Margaret Bourke-White, was a stark and graphic image, accompanying a more human story about the people whose lives were changed by the New Deal project. It was also, of course, a news story, a photographic representation of the impact of one of the 20th century’s defining political programs. In the roughly 36 years that followed, until 1972 when LIFE stopped publishing weekly, the magazine hewed close to that often elusive balance between the news of the week and timeless photography. Though the magazine may be best remembered for covers featuring celebrities or curiosities, its distinctive red logo also appeared alongside images of war, politics and scientific advancements.
The first cover of LIFE magazine,
The cover with new modified logo,
The cover of last regular issue,
Nov. 11, 1936.
Oct. 19, 1978.
May. 1, 2000.
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14
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02 THE NEW LOGO
16
New Logo
18
Logo in Black and White
20
Logo Anatomy
22
Logo Variations
24
Logo Sizing
26
Logo in Colors
28
Incorrect Usage
THE NEW LOGO
15
16
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NEW LOGO The new logo conceptually and visually expresses the soul of the brand— provides the way of looking 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 word mark.
+
+
+
INITIAL
HUMANITY
INCLUSIVE
LEADING
Letter L
View finder
Plus Sign
Arrow
NEW LOGO
THE NEW LOGO
17
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LOGO IN BLACK AND WHITE The new logo conceptually and visually expresses the soul of the brand— provides the way of looking 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 word mark. Please note that negative logos are used at 0% -40% background and positive logos are used at 40% -100% background.
NEGATIVE LOGO
0%
POSITIVE LOGO
40%
100%
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LOGO ANATOMY The new-look is composed of the combination of a symbolic mark and a word mark. The symbolic mark comes from the viewfinder, plus sign, leading and continued progress, which is the concept behind the new brand expansion. The word mark is customized and a combination of straight lines. The graphic part is the main part of the new logo. The secondary part of the logo is the word mark. The word mark is not used as a separate part.
LOGO ANATOMY
21
THE NEW LOGO
HORIZONTAL VERSION
⅓x x
½x
¼x
⅛x
VERTICAL VERSION
⅓x x
¼x ½x
⅛x
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LOGO VARIATIONS The new logo conceptually and visually expresses the soul of the brand— provides the way of looking 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 word mark.
LOGO VARIATIONS
SIGNATURE 1 | SYMBOL ONLY
SIGNATURE 3 | VERTICAL LOCKUP
THE NEW LOGO
SIGNATURE 2 | HORIZONTAL LOCKUP
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LOGO SIZING The following chart is used for sizing the Life logo. The size variations are proportional to each other and the main logo are affected by size.
SIGNATURE
SYMBOL MARK
WORD MARK
LOGO SIZING
ABOVE 150MM IN WIDTH
THE NEW LOGO
SYMBOL ONLY
120MM IN WIDTH
100MM IN WIDTH
50MM IN WIDTH
30MM IN WIDTH
20MM IN WIDTH
10MM IN WIDTH DO NOT USE BELOW 10MM
HORIZONTAL VERSION
VERTICAL VERSION
25
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LOGO IN COLORS The new logo is applicable on both darker background and on lighter background. Also the new logo will work together within the visual system and color palette. The right side shows an example of the use of logos in different color backgrounds. The primary color version should be used when the logo is on a white or light background, and the negative color version should be used when the logo is on a black or red background. The portion of the arrow should keep red on a black or dark background.
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INCORRECT USAGE The following examples are incorrect logo usage. The Life signature should never under any circumstances be represented or manipulated in any of the following ways.
INCORRECT USAGE
THE NEW LOGO
Do not switch the original logo.
Do not rotate the mark
Do not apply a gradient.
Do not use incorrect color
Do not add a drop shadow
Do not skew the logo
Do not outline the logo
Do not use transparence
Do not flipped the logo
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03 VISUAL SYSTEM
32
Color Palette
34
Typography
36
Business System
VISUAL SYSTEM
31
32
CHAPTER 01 02 03 04
COLOR PALETTE Color plays a huge role in how your audience perceives the brand. The Life color palette based on the brand’s soul and spirit—Provide ways to look at human life. The color palette represents our nature and determination.
LIFE EBONY BLACK RGB: R0 G0 B0 CMYK: C0 M0 Y0 K100 Pantone: P179-16U HKS: 88E
LIFE PEARL WHITE
LIFE HEATHER GREY
RGB: R0 G0 B0
RGB: R239 G239 B239
CMYK: C0 M0 Y0 K0
CMYK: C5 M5 Y5 K0 Pantone: P179-1U HKS: 91E
LIFE SHADOW GREY
LIFE DISCOVERY RED
RGB: R61 G59 B56
RGB: R240 G33 B43
CMYK: C65 M60 Y65 K50
CMYK: C5 M95 Y90 K0
Pantone: P40-11U
Pantone: P55-8U
HKS: 93E
HKS: 15E
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TYPOGRAPHY Typography plays a pivotal role in the Life visual style. Using this range correctly allows us to create easily identifiable messaging that is clear from distraction. Our main typeface is San Francisco Text Pro. This is a modern, strong and versatile typeface that reflects the style of our brand. The secondary typeface is DIN Next Slab Pro. This typeface allows you to add accents to the font hierarchy.
TYPOGRAPHY
PRIMARY TYPEFACE
VISUAL SYSTEM
The main typeface of our brand is San Francisco Pro Text.
San Francisco abcdefghijklmnopqrstuv w x y z ABCDEFGHIJKLMNOPQRSTUV W X Y Z 0 12 3 4 5 6 7 8 9 ! @ $ % ^& * ( ) _ + { } [ ] , . ; : ’ ” ? | / \
SECONDARY TYPEFACE
The secondary typeface of our brand is DIN Next Slab Pro.
DIN Next a bcdefgh ijkl m nopqrst uv w x y z A BCDEFGHI J K L MNOPQ RST U V W X Y Z 01 2 3 4 5 67 8 9 ! @ $ % ^ &* ( ) _ + { } [ ] , . ; : ’ ” ? | / \
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BUSINESSS SYSTEM
BUSINESS SYSTEM
VISUAL SYSTEM
37
38
CHAPTER 01 02 03 04
04 FUTURE PROSPECTS
40
New Territories
43
Projective Lists
52
The Deliverables
FUTURE PROSPECTS
39
40
CHAPTER 01 02 03 04
NEW TERRITORIES
ED-02
INSPIRATION
EV-02
EX-02
ED-03
EX-03
SR-03
ER-02
ER-03
SR-02
ED-01
EX-01 EX-04
CONNECTION
EV-01
EXPLORATION
ER-01 PD-01
EX-05 SR-01
THE LIFE EXPERIENCE CHART
NEW TERRITORIES
FUTURE PROSPECTS
41
PRODUCT
LIFE GOODS
PD-01
SERVICE
LIFE LOCAL
SR-01
LIFE STORIES
SR-02
LIFE CONVERSATION
SR-03
LIFE PLUS
SR-04
LIFE HOME
ER-01
LIFE WONDERS
ER-02
LIFE SHARE
ER-03
LIFE TRAVEL
EX-01
LIFE CREATIVITY
EX-02
LIFE NATURE CLUB
EX-03
LIFE FOOD
EX-04
LIFE LAB
ED-01
LIFE LIBRARY
ED-02
LIFE SENIOR TECH
ED-03
LIFE FESTIVAL
EV-01
LIFE DOCFEST
EV-02
LIFE TALK
CO-01
ENVIRONMENT
EXPERIENCE
EDUCATION
EVENT
CO-BRANDING
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PROJECTIVE LISTS
FUTURE PROSPECTS
43
PROJECTIVE LISTS ED-01
EX-01
LIFE LAB
LIFE TRAVEL
Learn about the knowledge you’ve never heard of in an engaging and exploring setting.
Travel around the world with a group of like-minded people to benefit the world.
Life Lab is a multidisciplinary and multicul-
Life Travel is an experience of exploring the
tural academic program that includes
outside culture and the world. By looking at
technology, art, and photography. Life Lab
human life in another way, you can learn
is not limited to millennials but also welcomes
about another part of the world through
people of all generations. Different genera-
unique life stories and experiences around
tions have different worldviews, and with
the world. And you will experience different
collaboration, cross-generational misunder-
lifestyles. Meet new people on the go, learn
standing is being eliminated and skills
new things from others, learn to respect
are exchanged.
different cultures and backgrounds.
MISSION-FOCUS
MISSION-FOCUS
Life Lab reinforces our mission of giving
Life Travel reinforces our mission of inspiring
people a new window to see the world by
the infinite possibilities of human beings by
providing the opportunity to build networks
providing the opportunity for people to explore
and learn from one another through all ages.
the outside world and connect with people.
SIMILARITIES
SIMILARITIES
USA Learning lab, Stanford Knowledge Lab
Gaffl, SmarterTravel
DIFFERENTIATORS
DIFFERENTIATORS
The Life Lab has a broader focus on the
Life Travel connects people so that travelers
many aspects which has culturally diverse
can meet people from all over the world to
from all generations.
get to know their stories and have the opportunity to be friends.
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ER-01
EV-01
LIFE HOME
LIFE FESTIVAL
Get out of your comfort zone and turn another stranger into your friend.
Bring people together from distant lands to share experiences in culture and life.
Living Home is an environment that
Life Festival is an event that regularly hosts
connects people around the world who want
a variety of art events and large-scale
to rent a home with people who are looking
performances. By bringing people together,
for accommodation in the area. By providing
people can feel the vitality of the community
travel plans for people, we want people to
and build closer connections. Talk and learn
live comfortably anywhere and provide
with new and old friends alike.
opportunities to turn strangers into friends.
MISSION-FOCUS
MISSION-FOCUS
Life Home reinforces our mission of
Life Festival reinforces our mission of
providing people a new way of thinking and
inspiring people to discover the world by
living by providing opportunities to turn
connecting people through cultural
strangers into friends.
engagement.
SIMILARITIES
SIMILARITIES
Unhustle, Indiegogo
The Good Life Festival
DIFFERENTIATORS
DIFFERENTIATORS
Life Home not only provides a secure
Unlike any other festival, we put equal
housing choice, but also creates an opportu-
emphasis on human connect. This is a
nity for people to make new friends.
festival of discovery but also of fun.
PROJECTIVE LISTS
EX-02
FUTURE PROSPECTS
45
SR-02
LIFE CREATIVITY
LIFE STORIES
Explore the world with unlimited creativity.
Share, listen and learn from human experience around the world.
Life creativity is an experimental workshop
Life Stories is a story-telling podcast that
and creative space for people. Whether they
gives people the opportunity to tell their
are adults or children, they can use the
stories, their journeys and experiences. Life
cutting-edge AI technology to create art or
stories enable people to listen to the true
do a variety of hands-on projects. We offer
stories told by people from all walks of life.
people an exciting place to learn new things.
By listening to the world, people learn about the other side of life from different perspectives.
MISSION-FOCUS
MISSION-FOCUS
Life Creativity reinforces our mission of
Life Stories reinforces our mission of
inspiring people to discover the world by
inspiring people to discover the world by
connecting people with local businesses in
sharing stories in a voice form.
order to enhance cultural understanding.
SIMILARITIES
SIMILARITIES
Brave New World, STEM World
This American Life, A Day In The Life
DIFFERENTIATORS
DIFFERENTIATORS
Unlike other creative spaces, Life Creativity
Life Stories is about learning through
makes people eager to explore and keep
sharing to better understand the world we
moving forward to get more involved.
live in.
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EX-03
ER-03
LIFE NATURE CLUB
LIFE SHARE
It is our duty and promise to nurture the future stewards of our planet.
Get out of your comfort zone and meet someone to share cultural experiences.
Life Nature Club is an outdoor class
Life Share is a multifunctional and multicul-
environment where kids can learn and
tural space with co-working space, book-
explore nature through play and collabora-
store, and cafe. It brings together different
tion. Our courses and activities are designed
groups of freelancers, teleworkers and other
to help children develop core life skills while
independent professionals. People share the
enjoying a healthy, fun and engaging
inspiration for discussing the world’s
experience in the physical freedom of the
perspectives and gaining life from like-
local green space.
minded people.
MISSION-FOCUS
MISSION-FOCUS
Life Nature Club reinforces our mission of
Life Share reinforces our mission of giving
inspiring people to discover the world by
people a new window to see the world
bringing joy, memorable and educational
by connecting people through multicul-
experiences to children in the outdoor space.
tural space.
SIMILARITIES
SIMILARITIES
CuriOdyssey, Ready Kids!
Cultural Space
DIFFERENTIATORS
DIFFERENTIATORS
Life Nature Club bring children not only
Life Share focus more on helping people get
outdoor experiences but also teach them
inspiration through communication and
important life skills through nature activities.
creating networks.
PROJECTIVE LISTS
ED-03
FUTURE PROSPECTS
47
SR-04
LIFE SENIOR TECH
LIFE PLUS
It’s a fast-moving world. We aim to help you stay abreast.
One plus one greater than two, find more like-minded people.
Life Senior Tech is a program designed for
Life Plus is a community-based mutual help
seniors that provides a bridge between
center that helps people solve problems
them and the outside world of information.
and provide opportunities. Playing the role
Digital technology is at the heart of contem-
of one plus one greater than two, Life Plus
porary culture and dialogue. It transforms
hopes to provide people with a communi-
our way of life. Life Senior Tech hopes to
cation and counseling center, where people
educate seniors about computer technology
can learn about the information outside
to improve their lives and share knowledge
the community and provide help to those
and wisdom.
in need.
MISSION-FOCUS
MISSION-FOCUS
Life Senior Tech reinforces our mission of
Life Plus reinforces our mission of giving
providing people a new way of thinking and
people a new window to see the world by
living by providing opportunities to learn
creating more opportunities for people to
technology and connect with the world.
collaborate and help each other.
SIMILARITIES
SIMILARITIES
Senior Tech Zone
Community Counseling Center
DIFFERENTIATORS
DIFFERENTIATORS
Life Senior Tech is more focused on helping
Life Plus not only helps people solve real
seniors share their wisdom and knowledge
problems, but also provides opportunities
with the rest of the world.
for people to connect.
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EV-02
SR-03
LIFE DOCFEST
LIFE CONVERSATION
Find the meaning of life from the story of human life.
Get to know the world around you and have fun along the way.
Life DocFest is an annual documentary film
Life Conversation is a multi-language
festival. We encourage people from all walks
service app that provides opportunities to
of life to participate in this event. Through
interact with most of the world’s languages.
the visual representation of documentary
Not only can people connect with strangers
films, people can bring life, humanity and life
from all over the world to learn about the
stories to the big screen to experience the
other side of life, but they can also learn
intrinsic value of different life in the world
multiple languages to grow their skills.
and the depth of each life.
MISSION-FOCUS
MISSION-FOCUS
Life Docfest reinforces our mission of giving
Life Conversation reinforces our mission
people a new window to see the world by
of inspiring people to discover the world
providing a new perspective on the real life
by providing access to the other side of
of human beings.
the world.
SIMILARITIES
SIMILARITIES
Human Nature Documentary Film
Culture and the Language Classroom
DIFFERENTIATORS
DIFFERENTIATORS
Life Docfest focuses more on the little
In addition to language services, Life
stories that happen to humans, which touches
Conversation is more important to under-
people’s hearts and makes people think.
stand another culture in another language.
PROJECTIVE LISTS
SR-01
FUTURE PROSPECTS
49
PD-01
LIFE LOCAL
LIFE GOODS
Open your eyes to the power of culture. We create a bridge between people and local culture.
Every piece of handmade goods has culture and stories behind it.
Life Local is an app that connects people to
Life Goods is an online and physical store
the best local businesses. It provides a
retail platform that combines handcrafted
one-stop local search for dining, travel,
products from people from all walks of life
entertainment, shopping, and entertainment.
and cultures around the world. By buying
We found the top local event while traveling.
Life Goods, people will support businesses
By going to local businesses, people will learn
that allow people to do what they enjoy
more our their communities and establish
doing the most.
closer human connections.
MISSION-FOCUS
MISSION-FOCUS
Life Local reinforces our mission of inspiring
Life Goods reinforces our mission of inspiring
people to discover the world by connecting
people to discover the world by providing
people with local businesses in order to
goods from diversity culture in order to
enhance cultural understanding.
engage the culture empathy.
SIMILARITIES
SIMILARITIES
Culture Trip, CultureMee
Amazon, Etsy
DIFFERENTIATORS
DIFFERENTIATORS
Unlike other local apps, Life Local offers a
Life Goods focuses on culturally diverse
chance to experience your destination more
goods from all over the world.
like a true local.
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ER-02
EX-04
LIFE WONDERS
LIFE FOOD
From learning science to exploring the universe, every visit is a new adventure.
Explore the intersection of food and culture with this round-up of culinary traditions around the world.
Life Wonder is a non-profit interactive
Life Food is a chain of restaurants that offer
science center that exhibits endangered
a wide range of food options from all regions
species and some interesting scientific
and cultures of the world. Here, you can not
phenomena. Vistors become the adventurer
only explore delicious dishes that you have
to learn and explore the life and miracle
never heard before, but also learn about the
moments in the universe.
origins of specific cultures through the stories behind the food.
MISSION-FOCUS
MISSION-FOCUS
Life Wonders reinforces our mission of
Life Food reinforces our mission of inspiring
inspiring people to discover the world by by
people to discover the world by spreading
understanding the wonders of the world.
food culture around the world.
SIMILARITIES
SIMILARITIES
California Academy of Sciences, Exploratorium
International Food Court
DIFFERENTIATORS
DIFFERENTIATORS
Life Wonders is more than just a museum, it
Life Food focuses on exploring the food
is an ongoing exploration of science, art and
culture around the world through a variety
humanity.
of foods.
PROJECTIVE LISTS
ED-02
FUTURE PROSPECTS
51
CO-01
LIFE LIBRARY
LIFE TALK
Find answers to life in the ocean of knowledge.
Life Lab includes multidisciplinary and multicultura students can learn useful knowledge.
Life Library is a public center that holds
Life Talk is a joint project with Ted. The goal
books of important cultural significance
is to encourage people to share and listen to
from around the world. The library is open to
life experiences and learn from people from
the public, and people can not only discover
all over the world.
and explore the traces of this world history, but also exchange ideas with others.
MISSION-FOCUS
MISSION-FOCUS
Life library reinforces our mission of giving
Life Talk reinforces our mission of providing
people a new window to see the world by
people a new way of thinking and living by
research and preservation of our diverse
greatly motivate you and positively change
history world.
your perspective on life.
SIMILARITIES
SIMILARITIES
San Francisco Public Library
Ted Talk
DIFFERENTIATORS
DIFFERENTIATORS
What makes Life Library unique is its focus
Unlike in the past, Life Talk wants to focus
on presenting the world to people through
on human life and the world, and find out
human processes and contemporary
whether one can inspire another person’s
development.
view of the world from one’s life experience.
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SR-02 SERVICE
LIFE STORIES Share, listen and learn from human experience around the world. Life Stories is a story-telling podcast that gives people the opportunity to tell their stories, their journeys and experiences. Life stories enable people to listen to the true stories told by people from all walks of life. By listening to the world, people learn about the other side of life from different perspectives.
MISSION-FOCUS Life Stories reinforces our mission of inspiring people to discover the world by sharing stories in a voice form.
SIMILARITIES This American Life, A Day In The Life
DIFFERENTIATORS Life Stories is about learning through sharing to better understand the world we live in.
PHOTO CAPTION People tell their stories to others. People can express their empathy in the podcast. People can listen to our podcasts anywhere.
KEY PHRASES
ROUND ONE—INITIAL SKETCHES
09
08
CHAPTER 01 02 03 04
THE DELIVERABLES
FUTURE PROSPECTS
EX-01 EXPERIENCE
LIFE TRAVEL Travel around the world with a group of like-minded people to benefit the world. Life Travel is an experience of exploring the outside culture and the world. By looking at human life in another way, you can learn about another part of the world through unique life stories and experiences around the world. And you will experience different lifestyles. Meet new people on the go, learn new things from others, learn to respect different cultures and backgrounds.
MISSION-FOCUS Life Travel reinforces our mission of inspiring the infinite possibilities of human beings by providing the opportunity for people to explore the outside world and connect with people.
SIMILARITIES Gaffl, SmarterTravel, Go Abroad
DIFFERENTIATORS Life Travel connects people so that travelers can meet people from all over the world to get to know their stories and have the opportunity to be friends.
PHOTO CAPTION People help each other on the road and meet new people. People enjoy this trip. When they encounter difficulties on the way, everyone works together.
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ER-02 ENVIRONMENT
LIFE WONDERS From learning science to exploring the universe, every visit is a new adventure. Life Wonder is a non-profit interactive science center that exhibits endangered species and some interesting scientific phenomena. Vistors become the adventurer to learn and explore the life and miracle moments in the universe.
MISSION-FOCUS Life Wonder reinforces our mission of inspiring people to discover the world by by understanding the wonders of the world.
SIMILARITIES California Academy of Sciences, Exploratorium
DIFFERENTIATORS Life Wonders is more than just a museum, it is an ongoing exploration of science, art and humanity.
PHOTO CAPTION Visitors explore the world of science through VR equipment. Visitors collaborate to complete scientific challenges. Visitors can do small scientific experiments under the guidance.
KEY PHRASES
ROUND ONE—INITIAL SKETCHES
09
08 58
CHAPTER 01 02 03 04
THE DELIVERABLES
FUTURE PROSPECTS
09 59
08
CHAPTER 01 02 03
THE DELIVERABLES
FUTURE PROSPECTS
ER-03 ENVIRONMENT
LIFE SHARE Get out of your comfort zone and meet someone to share cultural experiences. Life Share is a multifunctional and multicultural space with co-working space, bookstore, and cafe. It brings together different groups of freelancers, teleworkers and other independent professionals. People share the inspiration for discussing the world’s perspectives and gaining life from like-minded people.
MISSION-FOCUS Life Share reinforces our mission of giving people a new window to see the world by connecting people through multicultural space.
SIMILARITIES Cultural Space, WeWork, Canopy, Impact Hub
DIFFERENTIATORS Life Share focus more on helping people get inspiration through communication and creating networks.
PHOTO CAPTION People share experiences in this space. People can get inspiration from the advice of others. Everyone exchanges opinions and ideas.
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EX-03 EXPERIENCE
LIFE NATURE CLUB It is our duty and promise to nurture the future stewards of our planet. Life Nature Club is an outdoor class environment where kids can learn and explore nature through play and collaboration. Our courses and activities are designed to help children develop core life skills while enjoying a healthy, fun and engaging experience in the physical freedom of the local green space.
MISSION-FOCUS Life Nature Club reinforces our mission of inspiring people to discover the world by bringing joy, memorable and educational experiences to children in the outdoor space.
SIMILARITIES CuriOdyssey, Ready Kids!, Go Kids, Science Fun
DIFFERENTIATORS Life Nature Club bring children not only outdoor experiences but also teach them important life skills through nature activities.
PHOTO CAPTION Children learn about plants in a natural classroom. Teacher teaches children how to classify garbage. Children pick up recyclable trash.
KEY PHRASES
ROUND ONE—INITIAL SKETCHES
09
64
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THE DELIVERABLES
FUTURE PROSPECTS
65
08
CHAPTER 01 02 03
THE DELIVERABLES
FUTURE PROSPECTS
EV-01 EVENT
LIFE FESTIVAL Bring people together from distant lands to share experiences in culture and life. Life Festival is an event that regularly hosts a variety of art events and large-scale performances. By bringing people together, people can feel the vitality of the community and build closer connections. Talk and learn with new and old friends alike.
MISSION-FOCUS Life Festival reinforces our mission of inspiring people to discover the world by connecting people through cultural engagement.
SIMILARITIES The Good Life Festival, San Francisco International Arts Festival
DIFFERENTIATORS Unlike any other festival, we put equal emphasis on human connect. This is a festival of discovery but also of fun.
PHOTO CAPTION New friends and old friends gather together. People enjoy happy time. People meet new friends at the event.
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CHAPTER 01 02 03 04
SR-01 SERVICE
LIFE LOCAL Open your eyes to the power of culture. We create a bridge between people and local culture. Life Local is an app that connects people to the best local businesses. It provides a one-stop local search for dining, travel, entertainment, shopping, and entertainment. We found the top local event while traveling. By going to local businesses, people will learn more our their communities and establish closer human connections.
MISSION-FOCUS Life Local reinforces our mission of inspiring people to discover the world by connecting people with local businesses in order to enhance cultural understanding.
SIMILARITIES Culture Trip, CultureMee, Airbnb, Culture Base
DIFFERENTIATORS Unlike other local apps, Life Local offers a chance to experience your destination more like a true local.
PHOTO CAPTION People open the app to find interesting local activities. Play with the locals. The local people tells the traditional culture.
KEY PHRASES
ROUND ONE—INITIAL SKETCHES
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CHAPTER 01 02 03 04
THE DELIVERABLES
FUTURE PROSPECTS
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CHAPTER 01 02 03 04
THE DELIVERABLES
FUTURE PROSPECTS
SR-04 SERVICE
LIFE PLUS One plus one greater than two, find more like-minded people here. Life Plus is a community-based mutual help center that helps people solve problems and provide opportunities. Playing the role of one plus one greater than two, Life Plus hopes to provide people with a communication and counseling center, where people can learn about the information outside the community and provide help to those in need.
MISSION-FOCUS Life Plus reinforces our mission of giving people a new window to see the world by creating more opportunities for people to collaborate and help each other.
SIMILARITIES Community Counseling Center, One Family
DIFFERENTIATORS Life Plus not only helps people solve real problems, but also provides opportunities for people to connect.
PHOTO CAPTION People get help here. People meet new friends. Everyone works together for the progress of the community
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ED-03 EDUCATION
LIFE SENIOR TECH It’s a fast-moving world. We aim to help you stay abreast.
Life Senior Tech is a program designed for seniors that provides a bridge between them and the outside world of information. Digital technology is at the heart of contemporary culture and dialogue. It transforms our way of life. Life Senior Tech hopes to educate seniors about computer technology to improve their lives and share knowledge and wisdom.
MISSION-FOCUS Life Senior Tech reinforces our mission of providing people a new way of thinking and living by providing opportunities to learn technology and connect with the world.
SIMILARITIES SeniorNet, Oasis Connections, Senior Tech Zone, CC Young
DIFFERENTIATORS Life Senior Tech is more focused on helping seniors share their wisdom and knowledge with the rest of the world.
PHOTO CAPTION Seniors learn how to use a computer. People exchange questions and experience in class. Seniors use social media to see the world.
KEY PHRASES
ROUND ONE—INITIAL SKETCHES
09
SOURCE
PHOTO RESOURCE time.com unsplash.com reddit.com rawpixel.com gettyimages.com
ARTICLE RESOURCE britannica.com cnn.com history.com wikipedia.org
COLOPHON Designer Ruonan (Crystal) Hu Class GR604 Nature Identity Instructor Hunter Wimmer Semester Fall 2019 Typefaces Akzidenz-Grotesk Next Geogrotesque
VISUAL STANDARDS GUIDE