Process Book by Lexi Swager
TABLE OF CONTENTS Senior Project Creative brief
7
Inspiration
Access adventures
11
Logo sketches First revision
Final logo design
Color 20 Concept
swatches
Typeface family
Initial Designs Business Suite
25
Letter head
Luggage tags
String backpack Stickers
Emphemera
Final Designs
vehicle identification Shirts
Supporting typeface
Proposal
Research
Typography 20
27
Take Away
Envelope
Business cards Mobile applications
TABLE OF CONTENTS 5
SENIOR PROJECT
SENIOR PROJECT 7
Creative Brief
For my senior capstone, my class was tasked with developing and conceptualizing a senior design project or book. Given that I had taken editorial design the semester before, I chose to create a project. Initially I had conceptualized an interactive “Murder Mystery” 3-D narrative. However, during March 2020, the world experienced a pandemic. The state of Virginia, where I reside, was placed under “Stay at home” orders. Due to being unable to travel for purchasing materials, I had to change my project a month into the assignment. Instead I focused on a topic that we had been denied access to: travel.
Project Summary
I wanted to create a final design project that highlighted my skills of typography, marketing, as well as corporate branding. The project of creating a travel agency dedicated to the awareness and accessibility for those with physcial disabilities allows me to showcase innovative and creative thinking.
Target Audience
My target audience are for those who are physically disabled and want accessbile travel, or for those who are traveling with someone who is physically disabled. With the focus of transporatio, there is not any limitation in terms of age, race, or gender.
Proposal
In my senior design project, I want to venture outside of the typical traditions of a travel agency. My goal is to have my company stand out from its competitors by having a specific mission of being for the accessibility of those who have physical disabilities. With approval, I would like to be able to create all branding materials including logo design, a business suite, mobile applications, emphemera, vehicle identifications, as well as a graphic standards guide. At the end of this project I will have experimented with marketing, typography, and editorial design.
Because I had to change my first proposal, with permission I will redesign a previously developed logo titled “Beyond Bindings” which is a subsidiary to another travel agency I created named “Access Adventures”. All I have made is the logo. However, for this project I plan on creating all the additional materials as well as revamp the existing logo.
Tone
The message is that there are no limitations to travel. This gives an up-lifting and empowering tone that is used in marketing materials.
Inspiration
I was inspired by my uncle who is physically impaired from the waist down. As his symptoms had progressed it became too hard to travel on airplanes let alone normal vehicle transportation. I wanted to find a way to come up with a concept for accessible travel.
RESEARCH
RESEARCH 11
Competitors
To understand what a traditional travel agency is and how it nomally operates, I researched both large and small scale travel agencies. Out of all my research I had only come across four well known travel agencies that worked specifically with people who have physical disabilities. However, they do not have transportation specific to those who are impaired in their legs. Their services instead were involving having staff being able to assist passengers, not actual transportation on the trips.
Access Adventures In order to understand the process for the conceptualization of the company “Beyond Bindings”, it has to be noted that the logo first was inspired by the rejection for one of the sketches for the parent company that is titled “Access Adventures” that is similar in terms of its mission. The parent company Access Adventures is a travel agency that provides trips for those with physical, mental, and developmental disabilities. It does not however, come up with a solution to transportation, which is where Beyond Bindings comes in.
Access Blue
Adventure Orange Pantone: 546 C CMYK: 91 63 58 57 RGB: 9 49 56 Hex: #093138
Pantone: 164 C CMYK: 0 63 78 0 RGB: 255 127 64 Hex: #ff7f40
Logo Sketches
These are the first sketches made that are a reference to the Beyond Bindings logo. These were intially made for Access Adventures.
First Revision
These are the revisions made, they are still being used for Access Adventures at this point. However, their process is a reference to the Beyond Bindings logo.
Final Logo
The progression can be seen of the original concept of mountains, to using a ramp to show accessibility, to the the usage of the “handicap� parking pattern. LOGO DESIGN PROCESS First concept
Second concept using a ramp
3rd Concept Used handicap parking pattern 2nd revision
final logo
Signature
The Beyond Bindings signature conveys accessibility and travel which are the key features to our brand. The mountains represent adventure while the blue pattern that comprises them are based off of handicap accessible routes.
Brandmark
The signature is comprised of the wordmark (logotype), pictorial mark (logomark), and tagline. This is the official lockup for the logo. Do not alter this logo in any way.
Logo + Tagline
Clear Space
In order to ensure legibility, there should be clear space around the logo. The letter ‘O’ from ‘Beyond’ will ensure a space around the signature for the logo to breathe.
Scale Variations
The minimum size of the signature, including the tagline, is 2” high. Without the tagline the minimum size is 1.44” high. The logo should never be resized to any smaller size than the following.
2 inches 144pixels
1.44 inches 103.68pixels
COLOR
20 COLOR
Concept
The chosen color blue is to parallel the primary blue and white colors used in the universally used “handicap� and disabled persons symbol. The blue also is to give the logo a feeling of tranquility, since it is often deemed productive to the human mind and body.
Swatches
These are the only colors to be applied when using the Beyond Bindings signature. The only other colors include a black and white logo lockup.
Binding Blue
Beyond Blue Pantone: 5463 C CMYK: 90 66 60 66 RGB: 6 38 45 Hex: #06262d
Pantone: 2995 C CMYK: 81 12 1 0 RGB: 0 167 225 Hex: #00a7e1
TYPOGRAPHY
22 TYPOGRAPHY
Typeface Family Our company typeface has been carefully selected to be open, legible, smart, and professional. The primary font, also used as our logotype, is Avenir Next. The recommended weights are heavy and bold.
Supporting Font
The supporting font used in print and digital media is Avenir Next regular. This font is used for all body text, sub-headers, and folios.
Primary
AVENIR NEXT BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()<>? Secondary
AVENIR NEXT REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()<>?
INITIAL DESIGNS
INITIAL DESIGNS 25
Vehicle Identity
Business Suite
Emphemra
FINAL DESIGNS
FINAL DESIGNS 27
Letterhead
The official letterhead is shown on this page. I adjusted the spacing from the top margin to the logo as well as the contact information on the bottom to hold an appropriate letter content.
Envelope
This page shows Beyond Bindings official envelope. I had changed the bottom to be with out the crossed pattern since it had disrupted where the barcode would go for the mail.
Business Cards
This page contains the official used business card. I had reduced the size of the signature on the front of the card as well as the back. Instead of the blue cutting the business card in half, I had made it four sevenths of the card to allow additional space for cards with longer employee names and contact information.
DIGITAL MEDIA
DIGITAL MEDIA 31
Apps
As a transportation company that is devoted to accessibility, Beyond Bindings mobile application allows for users book transportation. We keep the color theme and type families consistent across all our pages. Listed left to right: book flight, splash page, and check-in.
VEHICLE IDENTIFICATION
VEHICLE IDENTIFICATION 33
Vans
I had kept more of the original design, however I changed the background to a plain white and added a blue base to the van.
Planes
Wheelchair accessible planes are solely for Beyond Bindings. Brandmark located on the tail, logotype on the body.
EPHEMERA
22 TYPOGRAPHY
Shirts
Stickers
Luggage Tags
String Backpack
Take away
I am truly with how my work for this class had gone. This was one of my absolute favorite projects that Iâ&#x20AC;&#x2122;ve had the honor to work on. Not only did it increase formal skills such as layout, baseline grid, and using a graphic standards guide. It also increased my skills in confidence, organization, and creativity. I am sad that I was not able to create my intial proposed project of a murder mystery book, however, in times like this we must be able to adapt and move on despite the situations we find ourselves in. To be adaptive as a designer is a strong skill. This final project combined my love for travel and for helping others have equal experiences they deserve.
For more information visit
www.BEYONDBINDINGS.com