McKenzie Taxidermy Branding

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MCKENZIE TAXIDERMY


Samar Idris 39274 VIS-401 Fall 2013

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Table of Contents

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Part 1

process book

pg. 4

Design Brief 6 - 7 Brand Strategy/ inspiration 8 - 13 Initial investigation 14 - 17 Rejects pile 18 - 31 Chosen concept 32 - 37 Applications 38 - 65

Part 2

standards manual

pg. 66

Brand introduction 68 - 69 Brand Strategy/ inspiration 70 - 71 Benchmark investigations 72- 73 Selected logos 74 - 75 Typeface selection 76 - 79 Final logo 80 - 81 Colour palette 82 - 83 Lockup 84 - 87 Applications 88 - 103

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Part 1

Process book

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Design Brief

Mounted game isn’t for everyone. Contrary to popular belief, taxidermy is about the love and appreciation of animals and the desire to eternally preserve them. How the game is caught and it’s endangered status and so on and so forth is taken into consideration and many organizations require paperwork as proof. Taxidermy is not about the illegal poaching and plundering of wild beauty. The objective is to redesign McKenzie Taxidermy Supply and give it contemporary yet enduring identity. The objective is to remain simple and classic, and to try to make it as timeless as taxidermy itself. The taxidermy market would be considered a specialist market, it is definitely not for everyone. That said, within such a market, I would like to create a brand that will stand out and be memorable, a brand that would be a simple symbol of quality. The final will be a simple logo that can be easily translatable and can fit easily onto the taxidermy tools. The logo itself will also be translated into a “brand” as in branding iron, or a small medal or pendant, that can be used on the wood mounts, or branded into the antlers or the animals without destroying the mount. The small medal can be used for birds since they cannot be branded.

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Brand strategy/ Initial inspirations

The brand needed to be approached with an idea of emphasis on the handcraft and the very organic material that is used in the trade, i.e. the animal hides, as well as the precision that this material needs to be mounted. So I started with an idea of exploring woodcut prints, since they provide a very distinct texture with precision of lines as well. This eventually led me to the most obvious of woodcut logos, in my opinion, which is that of Starbucks Coffee.

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Further inspiration

The brand needed to be approached with an idea of emphasis on the handcraft and the very organic material that is used in the trade, i.e. the animal hides, as well as the precision that this material needs to be mounted. So I started with an idea of exploring woodcut prints, since they provide a very distinct texture with precision of lines as well. This eventually led me to the most obvious of woodcut logos, in my opinion, which is that of Starbuck’s Coffee.

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Initial investigation

These included trials of drawing with white on black, specifically whiteout on black paper, in order to emphasize negative space, which is always used in an intelligent manner in most engaging logos or logotypes. The whiteout drawings produced a very interesting texture in the drawings that gave a handcrafted, printmaking feel which worked well with the theme of the company. There was also experimentation with the pins and shadows and outlines, which eventually led to the final outcome. There was also an attempt to create an abstract logo using the negative space of the letters McK.

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Rejects pile

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Mk c Ck M 21


Concept 1

McKenzie Taxidermy

This was meant to be a slightly comical approach for a logo, but it was difficult to work with since it was much too comical and could not be taken very seriously. It was inspired by the idea of looking beneath the animal’s skin, which is “mounted” onto a mold instead of “stuffed” and Mckenzie specializes in making molds.

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McKenzie Taxidermy

McKenzie Taxidermy

McKenzie Taxidermy

McKenzie Taxidermy

McKenzie Taxidermy

McKenzie Taxidermy 23


Concept 2, 3

Mk c

This Logo was in exact contrast to the previous one since it is much more serious. This one was more successful since it had a sharper edges and a bolder personality that is very professional. The logo can also easily be imagined as a “brand” forged on a branding iron. It is made out of the shapes in the letters McK, and is simple and memorable, and can be well translated.

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Similar to concept 2 this was made from the letterforms of McK, where the logo was “folded” to produce this abstract shape that, to me at least, implied shapes of nature and an animal and was inspired by origami. The inspiration from origami was due to the very precise art of origami and the fact the organic is expressed through a very inorganic/ geometric shape. This clash of organic and inorganic fits very well with the theme of taxidermy since it embodies both.


Mk c

McKenzie Taxidermy

McK

Mk c Mck Ck M

McKenzie Taxidermy

Ck M McKenzie Taxidermy 25


Concept 4

McKenzie Taxidermy

The idea of origami and the organic v inorganic then inspired this fox. The challenge was to make simple, sharp and monochrome shapes become expressive and memorable. Although I found the expressiveness successful and the logo engaging it moved slightly away from the theme of taxidermy at that point.

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McKenzie Taxidermy

McKenzie Taxidermy

McKenzie Taxidermy McKenzie Taxidermy

McKenzie Taxidermy

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Concept 5

McKenzie Taxidermy

At this point I decided to try a very traditional approach, which was with the incorporation of antlers into the logo. I tried to make each one reflect a side of the organic and inorganic aspects again with the use of geometric shapes. This was simply and attempt but it was too conventional since this is the approach that was adopted by most taxidermy logos.

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McKenzie Taxidermy

McKenzie Taxidermy

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Concept 6 For a more unique approach I decided that I had to focus on a much more specific aspect of the trade. And images of pins and their delicacy but also their sharpness and danger, combined with how they are pinned into sensitive areas of the animals gives a particular feel that is very distinct and identifiable with taxidermy. The eye was chosen due to it being naturally the most delicate and of body parts, always protected from sharp objects especially. It also implies a certain sense of precision and attention to detail and relates to the concept of a “bulls eye�.

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McK


McKenzie Taxidermy McKenzie Taxidermy

McKenzie Taxidermy

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Concept 7

McKenzie Taxidermy

This was the runner up to the chosen concept. And it used the outline of a bird as well. I has an image of a bird in flight being shot with an “arrow� and the beautiful lines and shapes that could make. I was also inspired by the idea of pinned insects that are preserved inside frames, and the delicacy of that process. Many outlines were attempted but the final basically provided a certain depth and simplicity and elegance that was very successful.

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McKenzie Taxidermy

McKenzie Taxidermy

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Chosen Concept

The chosen logo was developed simultaneously with all of the other rejected outcomes, and while many were successful this logo was chosen because it provided the perfect combination of playfulness as well as professionalism, while subtly hinting towards the nature of the company. The runner up and the final logo both used the outlines of birds because there is a very distinct beauty that I find in dead birds and the poses that their bodies are left in, not to mention how they have a very identifiable outline.

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The experimentation with the pins and shadows led me to try to make a simple outline of a bird and to imply the wings using shadows and the shape of needle and thread. Unfortunately the image ended up resembling an ancient Egyptian pictograph. In an attempt to bring the image back to the 21st century I decided to the change the angle of view and show the bird’s profile and make the outline more recognizable and to depict the dead animal in the most typical manner in which the legs are sticking up into the air. The outline also has pins with round heads stuck in it due to them having the most distinct shape.

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A line was added eventually underneath the bird to anchor the logo and emphasize the surgical and precise manner the bird is lying in. All along I knew that the most appropriate typeface would probably be a slab serif due to it having a strong solid serif quality but with a contemporary edge in order not to bring a profession such as taxidermy to the “now�. The typefaces at this point were narrowed to Josefin Slab, Rockwell, Calvert MT and Berthold City.


McKenzie Taxidermy

McKenzie Taxidermy

McKenzie Taxidermy

McKenzie Taxidermy

McKenzie Taxidermy

McKenzie Taxidermy

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Final Refinement

McKenzie Taxidermy

The typeface Berthold was chosen eventually, it has very edgy letterforms and a distinct personality that worked well with the logo. The line was refined, made lighter, and the length changes with the text. The logo is not centered but it balanced in a certain way where, when looked at as a whole, the bulk of the bird is balanced out with the text.

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McKenzie Taxidermy


McK McK

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Letterhead

Applications

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McKenzie Taxidermy

At aut acientotatur autemporeic

Sint pre esequia coreped quatem conserum siniminus doluptatist int accus. Nemporpore corerum into mod et rem con rerro quaspideris nest, samus, sum nempellit andebisquas enihitiusa voluptam qui quis nos seritem porrunt estota dolescius ut explictur, quo que dus corerrovit et, sunt vendand itatur? Ipis et odignatis dolest voleste stibus. At aut acientotatur autemporeic to ipsa dolorest, seriate as nihitia secepudi solore et placeatio. Ro qui dis ut vel illitae eum rae parum aliquias doluptatem quia ium, optis quo officat quis provid mod maximuscimin es molo officientiis anis demque dem quis delescilla nobitate perumque volorum rersper ferchic idusdam fugiatent facessi a is si dolum, eate pa ad quia volorporia quiscil id quam explaboreped et quundus eos ut min numqui beatur acculparundi corum fugit vel magnia vit, et ommolum explita taquibus pere, sent, offic totatia qui te voluptas simpos reperat. Que is si consequi tem ipsam, quam et rerum volorum que nus reic tet officiisquia est ut este volluptatiam delique doluptaquam quuntia volo tem qui sequis quam incimenis doluptum laudis et, et ad quost, eum et vit ma voluptur?

At aut acientotatur a utemporeic to ipsa

McKenzie Taxidermy Supply PO Box 480 Granite Quarry NC, 28072 United States 800-279-7985 taxidermy@mckenziesp.com

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McKenzie Taxidermy

At aut acientotatur autemporeic

Sint pre esequia coreped quatem conserum siniminus doluptatist int accus. Nemporpore corerum into mod et rem con rerro quaspideris nest, samus, sum nempellit andebisquas enihitiusa voluptam qui quis nos seritem porrunt estota dolescius ut explictur, quo que dus corerrovit et, sunt vendand itatur? Ipis et odignatis dolest voleste stibus. At aut acientotatur autemporeic to ipsa dolorest, seriate as nihitia secepudi solore et placeatio. Ro qui dis ut vel illitae eum rae parum aliquias doluptatem quia ium, optis quo officat quis provid mod maximuscimin es molo officientiis anis demque dem quis delescilla nobitate perumque volorum rersper ferchic idusdam fugiatent facessi a is si dolum, eate pa ad quia volorporia quiscil id quam explaboreped et quundus eos ut min numqui beatur acculparundi corum fugit vel magnia vit, et ommolum explita taquibus pere, sent, offic totatia qui te voluptas simpos reperat. Que is si consequi tem ipsam, quam et rerum volorum que nus reic tet officiisquia est ut este volluptatiam delique doluptaquam quuntia volo tem qui sequis quam incimenis doluptum laudis et, et ad quost, eum et vit ma voluptur?

At aut acientotatur a utemporeic to ipsa

McKenzie Taxidermy Supply PO Box 480 Granite Quarry NC, 28072 United States 800-279-7985 taxidermy@mckenziesp.com

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McKenzie Taxidermy

At aut acientotatur autemporeic

Sint pre esequia coreped quatem conserum siniminus doluptatist int accus.Nemporpore corerum into mod et rem con rerro quaspideris nest, samus, sum nempellit andebisquas enihitiusa voluptam qui quis nos seritem porrunt estota dolescius ut explictur, quo que dus corerrovit et, sunt vendand itatur? Ipis et odignatis dolest voleste stibus. At aut acientotatur autemporeic to ipsa dolorest, seriate as nihitia secepudi solore et placeatio. Ro qui dis ut vel illitae eum rae parum aliquias doluptatem quia ium, optis quo officat quis provid mod maximuscimin es molo officientiis anis demque dem quis delescilla nobitate perumque volorum rersper ferchic idusdam fugiatent facessi a is si dolum, eate pa ad quia volorporia quiscil id quam explaboreped et quundus eos ut min numqui beatur acculparundi corum fugit vel magnia vit, et ommolum explita taquibus pere, sent, offic totatia qui te voluptas simpos reperat. Que is si consequi tem ipsam, quam et rerum volorum que nus reic tet officiisquia est ut este volluptatiam delique doluptaquam quuntia volo tem qui sequis quam incimenis doluptum laudis et, et ad quost, eum et vit ma voluptur? Ehentiis apicitis sumquam, quati di ut unt. Ut inctet di bea as expliquunt utatur, odia quo bearum hiciis sequate eiciendem ipsandi simolent quuntis eumquia deles utem facipsandit, aut volum eosam,

At aut acientotatur a utemporeic to ipsa

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McKenzie Taxidermy

Dear fictitious client,

Sint pre esequia coreped quatem conserum siniminus doluptatist int accus. Nemporpore corerum into mod et rem con rerro quaspideris nest, samus, sum nempellit andebisquas enihitiusa voluptam qui quis nos seritem porrunt estota dolescius ut explictur, quo que dus corerrovit et, sunt vendand itatur? At aut acientotatur autemporeic to ipsa dolorest, seriate as nihitia secepudi solore et placeatio. Ro qui dis ut vel illitae eum rae parum aliquias doluptatem quia ium, optis quo officat quis provid mod maximuscimin es molo officientiis anis demque dem quis delescilla nobitate perumque volorum rersper ferchic idusdam fugiatent f acessi a is si dolum, eate pa ad quia volorporia quiscil id quam explaboreped et quundus eos ut min numqui beatur acculparundi corum fugit vel magnia vit, et ommolum explita taquibus pere, sent, offic totatia qui te voluptas simpos reperat. Que is si consequi tem ipsam, quam et rerum volorum que nus reic tet officiisquia est ut este volluptatiam delique doluptaquam quuntia volo tem qui sequis quam incimenis doluptum laudis et, et ad quost, eum et vit ma voluptur? Ehentiis apicitis sumquam, quati di ut unt.Ut inctet di bea as expliquunt utatur, odia quo bearum hiciis sequate eiciendem ipsandi simolent quuntis eumquia deles utem

Till death does us part, And brings us back together

McKenzie Taxidermy Supply PO Box 480 Granite Quarry NC, 28072 United States 800-279-7985 taxidermy @ mckenziesp.com

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Dear fictitious client,

Sint pre esequia coreped quatem conserum siniminus doluptatist int accus. Nemporpore corerum into mod et rem con rerro quaspideris nest, samus, sum nempellit andebisquas enihitiusa voluptam qui quis nos seritem porrunt estota dolescius ut explictur, quo que dus corerrovit et, sunt vendand itatur? At aut acientotatur autemporeic to ipsa dolorest, seriate as nihitia secepudi solore et placeatio. Ro qui dis ut vel illitae eum rae parum aliquias doluptatem quia ium, optis quo officat quis provid mod maximuscimin es molo officientiis anis demque dem quis delescilla nobitate perumque volorum rersper ferchic idusdam fugiatent f acessi a is si dolum, eate pa ad quia volorporia quiscil id quam explaboreped et quundus eos ut min numqui beatur acculparundi corum fugit vel magnia vit, et ommolum explita taquibus pere, sent, offic totatia qui te voluptas simpos reperat. Que is si consequi tem ipsam, quam et rerum volorum que nus reic tet officiisquia est ut este volluptatiam delique doluptaquam quuntia volo tem qui sequis quam incimenis doluptum laudis et, et ad quost, eum et vit ma voluptur? Ehentiis apicitis sumquam, quati di ut unt.Ut inctet di bea as expliquunt utatur, odia quo bearum hiciis sequate eiciendem ipsandi simolent quuntis eumquia deles utem

Till death does us part, And brings us back together

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COMMUNIQUE

Communique

McKenzie Taxidermy

Dear fictitious client,

Sint pre esequia coreped quatem conserum siniminus doluptatist int accus. Nemporpore corerum into mod et rem con rerro quaspideris nest, samus, sum nempellit andebisquas enihitiusa voluptam qui quis nos seritem porrunt estota dolescius ut explictur, quo que dus corerrovit et, sunt vendand itatur? At aut acientotatur autemporeic to ipsa dolorest, seriate as nihitia secepudi solore et placeatio. Ro qui dis ut vel illitae eum rae parum aliquias doluptatem quia ium, optis quo officat quis provid mod maximuscimin es molo officientiis anis demque dem quis delescilla nobitate perumque volorum rersper ferchic idusdam fugiatent f acessi a is si dolum, eate pa ad quia volorporia quiscil id quam explaboreped et quundus eos ut min numqui beatur acculparundi corum fugit vel magnia vit, et ommolum explita taquibus pere, sent, offic totatia qui te voluptas simpos reperat. Que is si consequi tem ipsam, quam et rerum volorum que nus reic tet officiisquia est ut este volluptatiam delique doluptaquam quuntia volo tem qui sequis quam incimenis doluptum laudis et, et ad quost, eum et vit ma voluptur? Ehentiis apicitis sumquam, quati di ut unt.Ut inctet di bea as expliquunt utatur, odia quo bearum hiciis sequate eiciendem ipsandi simolent quuntis eumquia deles utem

Till death does us part, Or brings us together


McKenzie Taxidermy

COMMUNIQUE Dear fictitious client,

Sint pre esequia coreped quatem conserum siniminus doluptatist int accus.

Nemporpore corerum into mod et rem con rerro quaspideris nest, samus, sum nempellit andebisquas enihitiusa voluptam qui quis nos seritem porrunt estota dolescius ut explictur, quo que dus corerrovit et, sunt vendand itatur? At aut acientotatur autemporeic to ipsa dolorest, seriate as nihitia secepudi solore et placeatio. Ro qui dis ut vel illitae eum rae parum aliquias doluptatem quia ium, optis quo officat quis provid mod maximuscimin es molo officientiis anis demque dem quis delescilla nobitate perumque volorum rersper ferchic idusdam fugiatent f acessi a is si dolum, eate pa ad quia volorporia quiscil id quam explaboreped et quundus eos ut min numqui beatur acculparundi corum fugit vel magnia vit, et ommolum explita taquibus pere, sent, offic totatia qui te voluptas simpos reperat. Que is si consequi tem ipsam, quam et rerum volorum que nus reic tet officiisquia est ut este volluptatiam delique doluptaquam quuntia volo tem qui sequis quam incimenis doluptum laudis et, et ad quost, eum et vit ma voluptur? Ehentiis apicitis sumquam, quati di ut unt.Ut inctet di bea as expliquunt utatur, odia quo bearum hiciis sequate eiciendem ipsandi simolent quuntis eumquia deles utem

Till death does us part, And brings us back together

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McKenzie Taxidermy

11/ 18/2013 Invoice Number 60688

Invoice

Qty.

Item#

Item

Price

Total

1

WB-950

Wild boar half life-size

$216.90

$216.90

1

CWB1

Wild boar ear liners

$8.60

$8.60

1

V16BR

3NV Boar eyes 16mm

$7.25

$7.25

1

UR65G

Urethane flat rock 44”x5”x24”

$135.35

$135.35

Subtotal

$368.10

Shipping

$78.90

VAT

$11.80

Total

$458.80

McKenzie Taxidermy Supply PO Box 480 Granite Quarry NC, 28072 United States 800-279-7985 taxidermy @ mckenziesp.com

Signature of shipper

Stuff no one ever reads but can get sued over. They are probably all contracts that sell your soul. We are probably all owned by Mcdonald’s or something. They put a tiny bit of our souls in the secret sauce. That’s how they make processed garbage that can kill you taste so damn good. But honestly, selling our souls is easier than reading this fine print. No one reads the pamphlets inside medicines either. You just pop the pills (a handful at a time) and hope. You will either start to feel better or die. If the pain doesn’t go away after 2 hours of taking your meds, start saying goodbye to your loved ones.

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McKenzie Taxidermy

11/ 18/2013 Invoice Number 60688

Qty.

Item#

Item

Price

Total

1

WB-950

Wild boar half life-size

$216.90

$216.90

1

CWB1

Wild boar ear liners

$8.60

$8.60

1

V16BR

3NV Boar eyes 16mm

$7.25

$7.25

1

UR65G

Urethane flat rock 44”x5”x24”

$135.35

$135.35

Subtotal

$368.10

Shipping

$78.90

VAT

$11.80

Total

$458.80

McKenzie Taxidermy Supply PO Box 480 Granite Quarry NC, 28072 United States 800-279-7985 taxidermy @ mckenziesp.com

Signature of shipper

Stuff no one ever reads but can get sued over. They are probably all contracts that sell your soul. We are probably all owned by Mcdonald’s or something. They put a tiny bit of our souls in the secret sauce. That’s how they make processed garbage that can kill you taste so damn good. But honestly, selling our souls is easier than reading this fine print. No one reads the pamphlets inside medicines either. You just pop the pills (a handful at a time) and hope. You will either start to feel better or die. If the pain doesn’t go away after 2 hours of taking your meds, start saying goodbye to your loved ones.

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50

Envelopes, mail/press kit


McKenzie Taxidermy Supply PO Box 480 Granite Quarry NC, 28072 United States www.mckenziesp.com

McKenzie Taxidermy

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McKenzie Taxidermy

McKenzie Taxidermy

Business cards

McKenzie Taxidermy

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Larry Mckenzie Head honcho

tel: 800-279-7985 mobile: +971 456 7890 taxidermy@mckenziesp.com www.mckenziesp.com

Larry Mckenzie Head honcho

tel: 800-279-7985 mobile: +971 456 7890 taxidermy @ mckenziesp.com www.mckenziesp.com Larry Mckenzie Head honcho

tel: 800-279-7985 mobile: +971 456 7890 taxidermy@mckenziesp.com www.mckenziesp.com

Larry Mckenzie Head honcho

Larry Mckenzie Head honcho

tel: 800-279-7985 mobile: +971 456 7890 taxidermy@mckenziesp.com www.mckenziesp.com

tel: 800-279-7985 mobile: +971 456 7890 taxidermy @ mckenziesp.com www.mckenziesp.com

Larry Mckenzie Head honcho

tel: 800-279-7985 mobile: +971 456 7890 taxidermy@mckenziesp.com www.mckenziesp.com Larry Mckenzie Head honcho

tel: 800-279-7985 mobile: +971 456 7890 taxidermy@mckenziesp.com www.mckenziesp.com

Larry Mckenzie Head honcho

tel: 800-279-7985 mobile: +971 456 7890 taxidermy@mckenziesp.com www.mckenziesp.com

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Promotional cards


McKenzie Taxidermy

McKenzie Taxidermy

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McKenzie Taxidermy

McKenzie Taxidermy

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McKenzie Taxidermy

McKenzie Taxidermy

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McKenzie Taxidermy

McKenzie Taxidermy

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McKenzie Taxidermy

McKenzie Taxidermy

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Catalog

McKenzie Taxidermy

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No. 39


McKenzie Taxidermy

No. 39 McKenzie Taxidermy

No. 37 63


3D-Application

Following the initial line of thought of making this brand resemble an actual metal “brand” I decided to try and make a prototype or model of the brand, using a low melting point alloy called Field’s metal. Clay molds were carved and to cast the metal. It took many attempts to cast the metal into the mold. Working with the metal I realized that my initial idea would be difficult to execute and so I decided to just keep it as a representation of what a metal cast would look like.

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Part 2

Standards manual

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Brand Introduction

Over twenty nine years ago McKenzie Taxidermy was born in a small cinderblock building in Larry McKenzie’s back yard. The entire motivation behind this humble beginning was a need Larry saw in the taxidermy industry. That need was for a taxidermy form that was lightweight, durable, easily altered and above all, looked like a Whitetail deer. This quest for the ultimate taxidermy form resulted in pioneering work with polyurethane foams at those early facilities. Responding to the needs of the taxidermist was the foundation of the company and is still the driving force today. The sculptors, taxidermists, and suppliers used by McKenzie are among the most knowledgeable, talented and innovative individuals in the industry.

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Strategy/Inspiration

The brand needed to be approached with an idea of emphasis on the handcraft and the very organic material that is used in the trade, i.e. the animal hides, as well as the precision that this material needs to be mounted. I attempted to get inspiration from the feel inspired by a mounted animal. There is a presence of all that is absent, which is movement, and noise and probably bloodshed, if the animal happens to be deadly/vicious. These qualities inspired keywords such as quiet, still, mute, delicate, textured and monochrome. These were all qualities I hoped to express throughout the identity and to inspire the same feeling the crafted animals would inspire. I started with an idea of exploring woodcut prints, since they provide a very distinct texture with precision of line as well, which are both qualities that work well under the theme of organic material, being handled with precision in a profession like taxidermy. I attempted drawing with white on black, specifically whiteout on black paper, in order to emphasize negative space, which is always used in an intelligent manner in most engaging logos or logotypes. The whiteout drawings produced a very interesting texture in the drawings that gave a handcrafted, printmaking feel, which worked well with the theme of the company.

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Benchmark sketches

Most of these concepts were developed simultaneously and inspired by each other and share similar concepts. These were the weakest outcomes and were abandoned thus they are highly unrefined. They were rejected for reasons such as being not quite serious, conventional or off topic.

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McKenzie Taxidermy

McKenzie Taxidermy

McKenzie Taxidermy

McKenzie Taxidermy

McKenzie Taxidermy 75


Selected Logos

These logos were the ones with most potential. They fit well within the theme of the company; they are professional, simple and clean, while each having a personality. Some are very straightforward such as those using only letterforms, while some, such as the eyes, required some reading into. They hint at something being slightly off, and also represent delicacy and precision; and also have some texture going on. The bird outlines are simple, clean and relatively straight forward, but also attempted to have a playful quality. The bird with one straight pin is more dynamic, yet is frozen in time. The pin, to me, seemed to cast a shadow and reminded me of a sundial or hands of a watch, which emphasize the idea of preservation and “still life� even further.

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Ck M McKenzie Taxidermy

Mk c

McKenzie Taxidermy

McKenzie Taxidermy

McKenzie Taxidermy

McKenzie Taxidermy

McK 77


Typeface Selection

All along I knew I was looking for a slab serif for the name in the logo. I wanted the boldness found in a serif but with a contemporary feel, and slab serif types seem to have a good combination of both. Calvert MT had very interesting letter shapes, unfortunately the X-height is too large making the typeface seem “softer� that what it could be. Josefin Slab was also interesting, it was chosen because it had very thin sizes, which were worth exploring. Unfortunately the typeface’s serifs had an inappropriate delicacy, that made the logo look like it was for a sewing, as opposed to a taxidermy, company. Rockwell is a very handsome and well put together typeface, but in this case it was firstly, too bold and secondly, slightly too plain. The previous typeface, had more personality in their letterforms, just not the suitable one for this case. Berthold City was a winner due to its perfect combination of all the qualities of the other typefaces. It is strong but also full of personality in its letterforms, and gives a very contemporary feel.

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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890! Calvert MT, light, 18 pts.

McKenzie Taxidermy

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!

Josefin Slab, semibold, 18pts.

McKenzie Taxidermy

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890! Rockwell, regular, 18pts.

McKenzie Taxidermy

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!

Berthold City, normal, 18pts.

McKenzie Taxidermy 79


ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890! Gentle, sanslight, 18pts.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890! Raleway, light, 18pts.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890! Dekar, regular, 18pts.

For the body text of the identity, I was looking for a thin sans serif typeface, to be elegant, simple, clean and delicate. Raleway and Gentle were used previously in the “McK” logo that utilized the letterforms, due to the elegant shapes of their letterforms, and they worked well with the whole theme. But the final choice was to use the typeface Dekar, because not only did it have edgy letterforms that complimented the logo’s typeface Berthold City, very well, but it also had a certain cold/mechanical quality that worked very well into the theme of the identity.

80


Larry Mckenzie Head honcho

tel: 800-279-7985 mobile: +971 456 7890 taxidermy@mckenziesp.com www.mckenziesp.com

Gentle, sanslight, 8pts.

Larry Mckenzie Head honcho

tel: 800-279-7985 mobile: +971 456 7890 taxidermy@mckenziesp.com www.mckenziesp.com

Larry Mckenzie Head honcho

tel: 800-279-7985 mobile: +971 456 7890 taxidermy@mckenziesp.com www.mckenziesp.com

Larry Mckenzie Head honcho

tel: 800-279-7985 mobile: +971 456 7890 taxidermy@mckenziesp.com www.mckenziesp.com

Larry Mckenzie Head honcho

Dekar, regular, 7pts.

tel: 800-279-7985 mobile: +971 456 7890 taxidermy@mckenziesp.com www.mckenziesp.com Larry Mckenzie Head honcho

Raleway, light, 7pts.

tel: 800-279-7985 mobile: +971 456 7890 taxidermy@mckenziesp.com www.mckenziesp.com

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Final logo

McKenzie Taxidermy These are the versions of the chosen logo, which was settled on mostly due to the fact that it combined many of the qualities of all the other logos, but most importantly it was playful and intriguing, and told an entire story simply by hinting at it.

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McKenzie Taxidermy


McK McK

83


Colour palette

Pure black. No other colour is desired nor required. Monochrome speaks loudly enough, communicates the message of seriousness, mortality/immortality and sharpness.

84


C =0 M =0 Y =0 K =100

85


Lockup

There needs to be adequate space around the logo of at least the space shown. This will give the logo room to breath and emphasize the sense of stillness that is trying to be portrayed. The bird can be represented alone, or with the line and without the words; but should not be with the words and no line.

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McKenzie Taxidermy

Acceptable

Unacceptable

McKenzie Taxidermy

McK

87


McKenzie Taxidermy

Construction

McKenzie Taxidermy Supply

88

Length of line


McK

McKenzie Taxidermy

Length of line

89


Envelopes

Applications

90


McKenzie Taxidermy Supply PO Box 480 Granite Quarry NC, 28072 United States www.mckenziesp.com

McKenzie Taxidermy

91


McKenzie Taxidermy

Dear fictitious client,

Sint pre esequia coreped quatem conserum siniminus doluptatist int accus. Nemporpore corerum into mod et rem con rerro quaspideris nest, samus, sum nempellit andebisquas enihitiusa voluptam qui quis nos seritem porrunt estota dolescius ut explictur, quo que dus corerrovit et, sunt vendand itatur? At aut acientotatur autemporeic to ipsa dolorest, seriate as nihitia secepudi solore et placeatio. Ro qui dis ut vel illitae eum rae parum aliquias doluptatem quia ium, optis quo officat quis provid mod maximuscimin es molo officientiis anis demque dem quis delescilla nobitate perumque volorum rersper ferchic idusdam fugiatent f acessi a is si dolum, eate pa ad quia volorporia quiscil id quam explaboreped et quundus eos ut min numqui beatur acculparundi corum fugit vel magnia vit, et ommolum explita taquibus pere, sent, offic totatia qui te voluptas simpos reperat. Que is si consequi tem ipsam, quam et rerum volorum que nus reic tet officiisquia est ut este volluptatiam delique doluptaquam quuntia volo tem qui sequis quam incimenis doluptum laudis et, et ad quost, eum et vit ma voluptur? Ehentiis apicitis sumquam, quati di ut unt.Ut inctet di bea as expliquunt utatur, odia quo bearum hiciis sequate eiciendem ipsandi simolent quuntis eumquia deles utem facipsandit, aut volum eosam,

Till death does us part,

Letterhead

And brings us back together

92

McKenzie Taxidermy Supply PO Box 480 Granite Quarry NC, 28072 United States 800-279-7985 taxidermy @ mckenziesp.com


Sint pre esequia coreped quatem conserum siniminus doluptatist int accus. Nemporpore corerum into mod et rem con rerro quaspideris nest, samus, sum nempellit andebisquas enihitiusa voluptam qui quis nos seritem porrunt estota dolescius ut explictur, quo que dus corerrovit et, sunt vendand itatur? At aut acientotatur autemporeic to ipsa dolorest, seriate as nihitia secepudi solore et placeatio. Ro qui dis ut vel illitae eum rae parum aliquias doluptatem quia ium, optis quo officat quis provid mod maximuscimin es molo officientiis anis demque dem quis delescilla nobitate perumque volorum rersper ferchic idusdam fugiatent f acessi a is si dolum, eate pa ad quia volorporia quiscil id quam explaboreped et quundus eos ut min numqui beatur acculparundi corum fugit vel magnia vit, et ommolum explita taquibus pere, sent, offic totatia qui te voluptas simpos reperat. Que is si consequi tem ipsam, quam et rerum volorum que nus reic tet officiisquia est ut este volluptatiam delique doluptaquam quuntia volo tem qui sequis quam incimenis doluptum laudis et, et ad quost, eum et vit ma voluptur? Ehentiis apicitis sumquam, quati di ut unt.Ut inctet di bea as expliquunt utatur, odia quo bearum hiciis sequate eiciendem ipsandi simolent quuntis eumquia deles utem facipsandit, aut volum eosam,

Till death does us part, And brings us back together

93


94

COMMUNIQUE

Communique/ Invoice

McKenzie Taxidermy

Dear fictitious client,

Sint pre esequia coreped quatem conserum siniminus doluptatist int accus. Nemporpore corerum into mod et rem con rerro quaspideris nest, samus, sum nempellit andebisquas enihitiusa voluptam qui quis nos seritem porrunt estota dolescius ut explictur, quo que dus corerrovit et, sunt vendand itatur? At aut acientotatur autemporeic to ipsa dolorest, seriate as nihitia secepudi solore et placeatio. Ro qui dis ut vel illitae eum rae parum aliquias doluptatem quia ium, optis quo officat quis provid mod maximuscimin es molo officientiis anis demque dem quis delescilla nobitate perumque volorum rersper ferchic idusdam fugiatent f acessi a is si dolum, eate pa ad quia volorporia quiscil id quam explaboreped et quundus eos ut min numqui beatur acculparundi corum fugit vel magnia vit, et ommolum explita taquibus pere, sent, offic totatia qui te voluptas simpos reperat. Que is si consequi tem ipsam, quam et rerum volorum que nus reic tet officiisquia est ut este volluptatiam delique doluptaquam quuntia volo tem qui sequis quam incimenis doluptum laudis et, et ad quost, eum et vit ma voluptur? Ehentiis apicitis sumquam, quati di ut unt.Ut inctet di bea as expliquunt utatur, odia quo bearum hiciis sequate eiciendem ipsandi simolent quuntis eumquia deles utem facipsandit, aut volum eosam,

Till death does us part, Or brings us together


McKenzie Taxidermy

11/ 18/2013 Invoice Number 60688

Qty.

Item#

Item

Price

Total

1

WB-950

Wild boar half life-size

$216.90

$216.90

1

CWB1

Wild boar ear liners

$8.60

$8.60

1

V16BR

3NV Boar eyes 16mm

$7.25

$7.25

1

UR65G

Urethane flat rock 44”x5”x24”

$135.35

$135.35

Subtotal

$368.10

Shipping

$78.90

VAT

$11.80

Total

$458.80

McKenzie Taxidermy Supply PO Box 480 Granite Quarry NC, 28072 United States 800-279-7985 taxidermy @ mckenziesp.com

Signature of shipper

Stuff no one ever reads but can get sued over. They are probably all contracts that sell your soul. We are probably all owned by Mcdonald’s or something. They put a tiny bit of our souls in the secret sauce. That’s how they make processed garbage that can kill you taste so damn good. But honestly, selling our souls is easier than reading this fine print. No one reads the pamphlets inside medicines either. You just pop the pills (a handful at a time) and hope. You will either start to feel better or die. If the pain doesn’t go away after 2 hours of taking your meds, start saying goodbye to your loved ones.

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96

Press kit/ Business card


McKenzie Taxidermy Larry Mckenzie Head honcho

tel: 800-279-7985 mobile: +971 456 7890 taxidermy@mckenziesp.com www.mckenziesp.com

McKenzie Taxidermy

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Promotional card

McKenzie Taxidermy

98

McKenzie Taxidermy


McKenzie Taxidermy

McKenzie Taxidermy

99


Catalog

McKenzie Taxidermy

100

No. 39


McKenzie Taxidermy

No. 39 McKenzie Taxidermy

No. 37 101


3D-Application

Following the initial line of thought of making this brand resemble an actual metal “brand” I decided to try and make a prototype or model of the brand, using a low melting point alloy called Field’s metal. Clay molds were carved and to cast the metal. The result was basically a rough representation of what a metal cast would look like.

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McK

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