Rebranding_Visual development guide

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TO SEE THINGS THOUSANDS

[ LIFE MAGAZINE, 1936 ]

OF MILES AWAY, THINGS HIDDEN BEHIND WALLS AND WITHIN ROOMS, THINGS DANGEROUS TO COME TO. ++

life

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[ VISUAL DEVELOPMENT GUIDE ]





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life

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[ VISUAL DEVELOPMENT GUIDE ]



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PG // [8]

LIFE // VISUAL DEVELOPMENT GUIDE // ++


TABLE OF CONTENTS //

Table of Contents ++

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[ CHAPTER 1 ]

[ CHAPTER 2 ]

LIFE Brand

Logo Development

[ PG : 12-13 ]

[ PG : 24-25 ]

Brand Overview

Keywords

[ PG : 14-15 ]

[ PG : 26-41 ]

Brand History

Logo Sketches

[ PG : 16-17 ]

[ PG : 42-47 ]

Timeline of LIFE

Refinement Sketches

[ PG : 18-19 ]

[ PG : 48-51 ]

Brand Mission

Digital Refinement

[ PG : 20-21 ]

[ PG : 52-53 ]

Brand Vision

Final Logo [ PG : 56-57 ]

Similar Logos

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LIFE // VISUAL DEVELOPMENT GUIDE // ++


CHAPTER 01 // LIFE BRAND

++ [ CHAPTER 1 ]

LIFE Brand ++ [ PG : 12-13 ]

Brand Overview [ PG : 14-15 ]

Brand History [ PG : 16-17 ]

Timeline of LIFE [ PG : 18-19 ]

Brand Mission [ PG : 20-21 ]

Brand Vision

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LIFE // VISUAL DEVELOPMENT GUIDE // ++


CHAPTER 01 // LIFE BRAND

[ Brand Overview ] ++ Life was best known as a major American news magazine that ran for several decades. In contrast to many mainstream publications, Life became known as the photo magazine. It gave as much importance to images as it did to words. The magazine was designed to expand the perspective of the American public by exposing people to photos of places and things they had probably never seen before. Life, being a photo-centric magazine covering major news events, was written to appeal to all Americans. Life’s owner, Henry Luce, described the purpose of the publication in a company memo: To see life; to see the world; to eyewitness great events; to watch the faces of the poor and the gestures of the proud; to see strange things—machines, armies, multitudes, shadows in the jungle and on the moon; to see man’s work—his paintings, towers and discoveries; to see things thousands of miles away, things hidden behind walls and within rooms, things dangerous to come to; the women that men love and many children; to see and take pleasure in seeing; to see and be amazed; to see and be instructed.

CAPTION:

Photo on the right taken by David Burnet

PG // [13]


PG // [14]

LIFE // VISUAL DEVELOPMENT GUIDE // ++

[ Brand History ] ++ Life started out in 1883 as an American humor magazine with limited circulation that ran weekly. In 1936 Time Inc. brought out the magazine for the sole purpose of owning its name. At this point, Life was re-launched as a major weekly news magazine with a strong emphasis on photojournalism. Life was published weekly for two generations, selling 13.5 million copies per week at its peak. Life’s contributions to the craft of photojournalism during this time were historically significant. Perhaps Life’s most iconic picture was published in 1945, a photo of a nurse in a sailor's arms celebrating Victory over Japan in New York City. Life was so popular that Sir Winston Churchill, President Harry S. Truman, and General Douglas MacArthur all serialized their memoirs in the magazine. Life was a smash hit for nearly forty years before its prestige was diminished by economics and changing tastes. Sales began to dwindle near the end of the 1960’s. In 1972 Life scaled back and since then has changed its form of publication multiple times. Life was published as an intermittent "special" until 1978, and then as a monthly between 1978 and 2000. Time Inc. continued to publish Life for special and commemorative issues after 2000. Between 2004 and 2007 Life was published regularly as a weekly newspaper supplement. The website life. com became a photo channel on time.com.

CAPTION:

Photo on the right taken by David Burnet


CHAPTER 01 // LIFE BRAND

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LIFE // VISUAL DEVELOPMENT GUIDE // ++

[ Timeline of LIFE ] ++

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[ 01 ]

[ 01 ]

1883

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1918

+ 1936 Acquired and re-launched as a weekly, photo-centric magazine

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[ 03 ]

Founder John Mitchell died

Founded as a small humor magazine

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1920 Charles Gibson purchased the company

+ 1959 Life begins to lose readers

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1967 Life won the National Magazine Award


CHAPTER 01 // LIFE BRAND

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1972

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1978

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+ 2004 Revived as a weekly magazine again

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New logo and published as a monthly magazine

Weekly magazine ended, now only occasional “special reports”

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2000 Ceased publication of monthly

+ 2007 Ceased publishing weekly magazine

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2008 Google began hosting an archive of Life’s photographs


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LIFE // VISUAL DEVELOPMENT GUIDE // ++

[ Our Mission ] ++

To inspire and expand perspective through shared life experiences.


CHAPTER 01 // LIFE BRAND

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LIFE // VISUAL DEVELOPMENT GUIDE // ++

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CHAPTER 01 // LIFE BRAND

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[ Our Vision ] ++ Life is remembered fondly as a magazine that shaped our perspective of the world. It featured eye-opening, hard-hitting photo-journalism on the horrors of humanity like war, poverty, and natural disaster, but also it inspired us with beautiful, heartfelt moments. Life’s photography was undeniably remarkable, but its popularity dwindled once television became the norm. It attempted to revive itself several times, always coming back in the form of print media, but each time has failed. Life will revive itself once more, but this time it will be relevant for the twenty-first century audience. The brand will continue doing what it’s best known for—sharing important, powerful life experiences—but instead of print media it will create a platform that continues to engage people in the digital age.

CAPTION:

People having fun in the Color Run.


PG // [22]

LIFE // VISUAL DEVELOPMENT GUIDE // ++


CHAPTER 02 // LOGO DEVELOPMENT

++ [ CHAPTER 2 ]

Logo Development ++ [ PG : 24-25 ]

[ PG : 52-53 ]

Keywords

Final Logo

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[ PG : 56-57 ]

Logo Sketches

Similar Logos

[ PG : 42-47 ]

Refinement Sketches [ PG : 48-51 ]

Digital Refinement

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LIFE // VISUAL DEVELOPMENT GUIDE // ++

[ Key Words ] ++

Educational Visceral Inspirational The three keywords: educational, visceral, and inspirational originate from the soul of LIFE. It is our mission to inspire and expand perspective through shared life experiences.


CHAPTER 02 // LOGO DEVELOPMENT

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LIFE // VISUAL DEVELOPMENT GUIDE // ++

[ Logo Sketches ] ++

Bring the light [ KEYWORD: EDUCATIONAL ] Life provides knowledge and information to the reader.


CHAPTER 02 // LOGO DEVELOPMENT

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Light comes from bottom left.

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Interesting graphics Abstract graphics give a feeling of light.

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LIFE // VISUAL DEVELOPMENT GUIDE // ++

Bring the light


CHAPTER 02 // LOGO DEVELOPMENT

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Open window—bring the light

+ The contrast between black and white Abstract graphics to show the idea of open window

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LIFE // VISUAL DEVELOPMENT GUIDE // ++

Bring the light Interesting graphics

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CHAPTER 02 // LOGO DEVELOPMENT

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LIFE // VISUAL DEVELOPMENT GUIDE // ++

[ Logo Sketches ] ++

In the moment [ KEYWORD: VISCERAL ] The reader internalizes emotions and concepts from the images.


CHAPTER 02 // LOGO DEVELOPMENT

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Abstract graphics to show the idea of in the moment.

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LIFE // VISUAL DEVELOPMENT GUIDE // ++

In the moment

Too open, cannot feel the idea of in the moment.

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CHAPTER 02 // LOGO DEVELOPMENT

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Abstract graphics to show the idea of in the moment.

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LIFE // VISUAL DEVELOPMENT GUIDE // ++

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In the moment

In the moment


CHAPTER 02 // LOGO DEVELOPMENT

+ + Abstract graphics to show the idea of in the moment.

Abstract graphics to show the idea of in the moment.

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LIFE // VISUAL DEVELOPMENT GUIDE // ++

[ Logo Sketches ] ++

Resonating voice [ KEYWORD: INSPIRATIONAL ] Life as a photo magazine has it own spirit, and it still influences many people.


CHAPTER 02 // LOGO DEVELOPMENT

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Resonating voice

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Interesting graphics

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LIFE // VISUAL DEVELOPMENT GUIDE // ++

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Resonating voice

Resonating voice


CHAPTER 02 // LOGO DEVELOPMENT

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Repeat icon

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LIFE // VISUAL DEVELOPMENT GUIDE // ++

[ Refinement Sketches ] ++ [ KEY PHRASES ]

Bring the light In the moment Resonating voice [ KEYWORDS: EDUCATIONAL VISCERAL INSPIRATIONAL ] The three keywords: educational, visceral, and inspirational originate from the soul of LIFE. It is our mission to inspire and expand perspective through shared life experiences.


CHAPTER 02 // LOGO DEVELOPMENT

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In the moment

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In the moment

In the moment, also it gives the feeling of sharing.

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LIFE // VISUAL DEVELOPMENT GUIDE // ++

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A good idea to show “in the moment”


CHAPTER 02 // LOGO DEVELOPMENT

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A good idea to use symbols.

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LIFE // VISUAL DEVELOPMENT GUIDE // ++

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This is where the square idea comes from.


CHAPTER 02 // LOGO DEVELOPMENT

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This is where the plus idea comes from.

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LIFE // VISUAL DEVELOPMENT GUIDE // ++

[ Digital Refinement ] ++ [ KEY PHRASES ]

Bring the light In the moment Resonating voice [ KEYWORDS: EDUCATIONAL VISCERAL INSPIRATIONAL ] The three keywords: educational, visceral, and inspirational originate from the soul of LIFE. It is our mission to inspire and expand perspective through shared life experiences.


CHAPTER 02 // LOGO DEVELOPMENT

PG // [49]

+ This is good, but still need some work.


PG // [50]

LIFE // VISUAL DEVELOPMENT GUIDE // ++

LIFE

LIFE

LIFE

LIFE

LIFE


CHAPTER 02 // LOGO DEVELOPMENT

PG // [51]

+ This color is good.

This is nice, but still need some work.


PG // [52]

LIFE // VISUAL DEVELOPMENT GUIDE // ++

[ Final Logo ] ++

Our new symbol The new logo combines the letter form of L and a plus symbol in a symbolic representation of the idea—sharing more living more. The plus symbol we used for rebranding is inspired by NASA. It means exploring more, exchanging more, learning more and sharing more. Also, the plus symbol means the positive way of sharing and living life experiences.


CHAPTER 02 // LOGO DEVELOPMENT

+ This is our new logo. The logo promotes the idea of sharing more and living more.

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LIFE // VISUAL DEVELOPMENT GUIDE // ++

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CHAPTER 02 // LOGO DEVELOPMENT

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LIFE // VISUAL DEVELOPMENT GUIDE // ++

[ Similar Logos ] ++ In this process we look into an existed logos that could remotely be judged as similar to the one I am presently developing. This step help me understand more about the symbol that we’re developing.


CHAPTER 02 // LOGO DEVELOPMENT

PG // [57]


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My mission in life is not merely to survive, but to thrive; and to do so with some passion, some compassion, and some style. —MAYA ANGELOU [ A U T H O R , P O E T, C I V I L R I G H T S A C T I V I S T ]



Copyright, 2017 Fuhan Li This book is a non-commercial project for educational proposes and is not intended to represent the LIFE brand. Photo Credit: LIFE Magazine flickr.com unsplash.com times.com vsco.com Software: Adobe Creative Suite Typefaces: Roboto Sans/Roboto Slab Binding&Printing: Imageink, San Francisco





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