Rebranding_visual standards guide

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TO SEE LIFE; TO SEE THE WORLD;

[ LIFE MAGAZINE, 1936 ]

TO SEE AND TAKE PLEASURE IN SEEING; TO SEE AND BE AMAZED; TO SEE AND BE INSTRUCTED...

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[ VISUAL STANDARDS GUIDE ]





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life

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[ VISUAL STANDARDS GUIDE ]



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L I F E / / V I S U A L S TA N D A R D S G U I D E / / + + +

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CHAPTER 01 // LIFE BRAND

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Table of Contents ++

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[ CHAPTER 1 ]

[ CHAPTER 2 ]

LIFE Brand

Our New Look

[ PG : 12-13 ]

[ PG : 20-23 ]

Brand Overview

Our New Logo

[ PG : 14-15 ]

[ PG : 24-25 ]

Brand Mission

Logo Anatomy and Clear Space

[ PG : 16-17 ]

[ PG : 26-27 ]

Brand Vision

Proper Logo Usage [ PG : 28-29 ]

Improper Logo Usage [ CHAPTER 3 ]

[ PG : 30-31 ]

Our New Visual

Dimension Restrictions

[ PG : 34-35 ]

Color Standards

[ CHAPTER 4 ]

[ PG : 36-39 ]

Future Prospect

Typography Standards [ PG : 40-41 ]

Graphic Form [ PG : 42-43 ]

Business System

[ PG : 46-81 ]

LIFE Brand Extensions


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L I F E / / V I S U A L S TA N D A R D S G U I D E / / + + +


CHAPTER 01 // LIFE BRAND

++ [ CHAPTER 1 ]

LIFE Brand ++ [ PG : 12-13 ]

Brand Overview [ PG : 14-15 ]

Brand Mission [ PG : 16-17 ]

Brand Vision

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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

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[ Our Mission ] ++

To inspire and expand perspective through shared life experiences.


CHAPTER 01 // LIFE BRAND

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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.


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L I F E / / V I S U A L S TA N D A R D S G U I D E / / + + +


CHAPTER 01 // OUR NEW LOOK

++ [ CHAPTER 2 ]

Our New Look ++ [ PG : 20-23 ]

Our New Logo [ PG : 24-25 ]

Logo Anatomy and Clear Space [ PG : 26-27 ]

Proper Logo Usage [ PG : 28-29 ]

Improper Logo Usage [ PG : 30-31 ]

Dimension Restrictions

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L I F E / / V I S U A L S TA N D A R D S G U I D E / / + + +

[ Our New Logo ] ++ The new logo combines the letter form of L and a plus symbol in a symbolic representation of the idea—sharing more living more. Also, the plus symbol means the positive way of sharing and living life experiences.


CHAPTER 01 // OUR NEW LOOK

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[ Our New Logo ] ++ Logo Components There are three official formats in our new logo system: signature, symbol and wordmark.

SYMBOL

WORDMARK

SIGNATURE


CHAPTER 01 // OUR NEW LOOK

++ Mark Symbolism The new logo combines the letter form of L and a plus symbol in a symbolic representation of the idea—sharing more and living more.

Plus Sign shows the idea of sharing more living more

Letter “L” represents LIFE

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[ Logo Anatomy and Clear Space ] ++ Logo Anatomy Below is the schematic for the logo, so that people can see exactly how our icon is drawn.

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SYMBOL

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WORDMARK SIGNATURE

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CHAPTER 01 // OUR NEW LOOK

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++ Clear Space The new LIFE logo needs clear space to keep the visual system consistent. There shouldn’t be any graphic, text, or any other element within the “clear space” area.

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SYMBOL

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WORDMARK SIGNATURE


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[ Proper Logo Usage ] ++ Logo Variation Our logo has three main variations to use for different design situations. The primary version is the most preferable to use. Secondary and tertiary versions can be used when the design has limited space.

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SIGNATURE [ PRIMARY VERSION ]

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SYMBOL [ SECONDARY VERSION ]

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WORDMARK [ TERTIARY VERSION ]


CHAPTER 01 // OUR NEW LOOK

++ Symbol With Background For consistency, the LIFE logo should be used on a light background. But there are times when it will need to appear over color or dark background. In this case, this is the limited way to use our logo on dark or color background.

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ONE COLOR ON DARK [ PRIMARY ]

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TWO COLOR ON DARK [ SECONDARY ]

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ONE COLOR ON DARK [ TERTIARY ]

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[ Improper Logo Usage ] ++ On the right are examples of incorrect logo uses. While the new LIFE logo appears here, these examples also apply to the use of the LIFE or other versions of the logo.

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CHAPTER 01 // OUR NEW LOOK

Do not delete parts of the logo.

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Do not outline the logo.

Do not apply the logo to a background where lack of contrast diminishes legibility.

Do not stretch or distort the logo in any way.

Do not rotate the logo.

Do not use drop shadows.

Do not change the place of the wordmark.

life

Do not alter the logo by using an unapproved font.


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L I F E / / V I S U A L S TA N D A R D S G U I D E / / + + +

[ Dimension Restrictions ] ++ In order to ensure the logo is recognizable, the logo must always be displayed at a size large enough to read both the logo type and the registered trademark.

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CHAPTER 01 // OUR NEW LOOK

HEIGHT

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SIGNATURE

WORDMARK

SYMBOL

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CHAPTER 01 // OUR NEW VISUAL

++ [ CHAPTER 3 ]

Our New Visual ++ [ PG : 34-35 ]

Color Standards [ PG : 36-39 ]

Typography Standards [ PG : 40-41 ]

Graphic Form [ PG : 42-43 ]

Business System

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I believe that we all have something to share with someone else that can better someone else’s life. —J. R. MARTINEZ [ A C T O R , M O T I VA T I O N A L S P E A K E R A N D F O R M E R U . S . A R M Y S O L D I E R ]

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CHAPTER 01 // OUR NEW VISUAL

[ Color Standards ] ++ The new LIFE may appear in only two color choices, gray and selected yellow. You can use only black if you will do only black and white printing. Otherwise, do not use any other colors in presenting the logo or after these color selections in any way.

CMYK [ 0/10/95/0 ] RGB [ 255/222/23 ] HEX [ FFDD17 ] PANTONE SOLID COATED [ 107 C ] PANTONE SOLID UNCOATED [ 012 U ] CMYK [ 0/0/0/70 ] RGB [ 100/110/103 ] HEX [ 6D6E70 ] PANTONE SOLID COATED [ COOL GARY 9C ] PANTONE SOLID UNCOATED [ COOL GARY 11 U ]

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[ Typography Standards ] ++ Typography helps to center LIFE brand identity and should be used consistently across the business. To ensure that all of our visual communications are consistent, LIFE uses a typeface family called Roboto Sans and Roboto Slab for digital use and printing.

Roboto Sans Roboto has a dual nature. It has a mechanical skeleton and the forms are largely geometric. At the same time, the font features friendly and open curves. While some grotesks distort their letterforms to force a rigid rhythm, Roboto doesn’t compromise, allowing letters to be settled into their natural width. This makes for a more natural reading rhythm more commonly found in humanist and serif types.

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CHAPTER 01 // OUR NEW VISUAL

ROBOTO LIGHT

A​‌B ​‌C ​‌Ć ​‌Č ​‌D ​‌Đ ​‌E ​‌F ​‌G ​‌H ​‌I ​‌J ​‌K ​‌L ​‌M ​‌N ​‌O ​‌P ​‌Q ​‌R ​‌S ​‌Š ​‌T ​‌U ​‌V ​‌W ​‌X ​‌Y ​‌Z ​‌Ž ​‌a ​‌b ​‌c ​‌č ​‌ć ​‌d ​‌đ ​‌e ​‌f ​‌g ​‌h ​‌i ​‌j ​‌k ​‌l ​‌m ​‌n​ ‌o ​‌p ​‌q ​‌r ​‌s ​‌š ​‌t ​‌u ​‌v ​‌w ​‌x ​‌y ​‌z ​‌ž ​‌А ​‌Б ​‌В ​‌Г ​‌Ґ​‌Д ​‌Ђ ​‌Е ​‌Ё ​‌Є ​‌Ж ​‌З ​‌Ѕ ​‌И ​‌І ​‌Ї ​‌Й ​‌Ј ​‌К ​‌Л ​‌Љ ​‌М ​‌Н ​‌Њ ​‌О ​‌П ​‌Р ​‌С ​‌Т ​‌Ћ ​‌У ​‌Ў​ ‌Ф ​‌Х ​‌Ц ​‌Ч ​‌Џ ​‌Ш ​‌Щ ​‌Ъ ​‌Ы ​‌Ь ​‌Э ​‌Ю ​‌Я ​‌а ​‌б ​‌в ​‌г ​‌ґ​‌д ​‌ђ ​‌е ​‌ё ​‌є ​‌ж ​‌з ​‌ѕ ​‌и ​‌і ​‌ї​‌й ​‌ј ​‌к ​‌л ​‌љ ​‌м ​‌н ​‌њ ​‌о ​‌п ​‌р ​‌с ​‌т ​‌ћ ​‌у ​‌ў ​‌ф ​‌х​ ‌ц ​‌ч ​‌џ ​‌ш ​‌щ ​‌ъ ​‌ы ​‌ь ​‌э ​‌ю ​‌я ​‌Α ​‌Β ​‌Γ​‌Δ ​‌Ε ​‌Ζ ​‌Η ​‌Θ ​‌Ι ​‌Κ ​‌Λ ​‌Μ ​‌Ν ​‌Ξ ​‌Ο ​‌Π ​‌Ρ ​‌Σ ​‌Τ ​‌Υ​‌Φ​‌Χ ​‌Ψ ​‌Ω ​‌α ​‌β ​‌γ ​‌δ ​‌ε ​‌ζ ​‌η ​‌θ ​‌ι ​‌κ ​‌λ ​‌μ​ ‌ν ​‌ξ ​‌ο ​‌π ​‌ρ ​‌σ ​‌τ ​‌υ ​‌φ ​‌χ ​‌ψ ​‌ω ​‌ά ​‌Ά ​‌έ ​‌Έ ​‌έ ​‌Ή ​‌ί ​‌ϊ ​‌ΐ ​‌Ί ​‌ό ​‌Ό ​‌ύ ​‌ΰ ​‌ϋ ​‌Ύ ​‌Ϋ ​‌Ώ ​‌Ă ​‌Â ​‌Ê ​‌Ô ​‌Ơ ​‌Ư ​‌ă ​‌â ​‌ê ​‌ô ​‌ơ ​‌ư ​‌1 ​‌2 ​‌3 ​‌4 ​‌5 ​‌6 ​‌7​ ‌8​‌9​‌0​‌‘​‌?​‌’​‌“​‌!​‌”​‌(​‌%​‌)​‌[​‌#​‌]​‌{​‌@​‌}​‌/​‌&​‌<​‌-​‌+​‌÷​‌×​‌=​‌>​‌®​‌©​‌$​‌€​‌£​‌¥​‌¢​‌:​‌;​‌,​‌.​‌*

ROBOTO REGULAR

A​‌B ‌C ​ ‌Ć ​ ‌Č ​ ‌D ​ ​‌Đ ‌E ​ ‌F ​ ​‌G ​‌H ‌I​ ​‌J ​‌K ‌L ​ ‌M ​ ‌N ​ ‌O ​ ​‌P ​‌Q ​‌R ​‌S ​‌Š ​‌T ​‌U ​‌V ‌W ​ ‌X ​ ‌Y ​ ‌Z ​ ‌Ž ​ ‌a ​ ​‌b ‌c ​ ​‌č ​‌ć ​‌d ‌đ ​ ‌e ​ ​‌f ‌g ​ ‌h ​ ‌i​ ​‌j ​‌k ​‌l ‌m ​ ​‌n​ ‌o ‌p ​ ‌q ​ ‌r​ ​‌s ​‌š ​‌t ​‌u ‌v ​ ​‌w ​‌x ​‌y ​‌z ​‌ž ​‌А ‌Б ​ ​‌В ‌Г ​ ​‌Ґ‌Д ​ ‌Ђ ​ ‌Е ​ ‌Ё ​ ‌Є ​ ​‌Ж ​‌З ‌Ѕ ​ ​‌И ‌І​ ​‌Ї ​‌Й ‌Ј ​ ​‌К ‌Л ​ ​‌Љ ​‌М ‌Н ​ ‌Њ ​ ‌О ​ ​‌П ‌Р ​ ​‌С ‌Т ​ ​‌Ћ ‌У ​​ ‌Ў ‌Ф ​ ​‌Х ‌Ц ​ ​‌Ч ​‌Џ ‌Ш ​ ‌Щ ​ ​‌Ъ ​‌Ы ‌Ь ​ ​‌Э ‌Ю ​ ‌Я ​ ‌а ​ ​‌б ‌в ​ ‌г​ ​‌ґ​‌д ​‌ђ ‌е ​ ​‌ё ​‌є ​‌ж ​‌з ​‌ѕ ​‌и ‌і​ ‌ї​ ‌й ​ ‌ј​ ​‌к ‌л ​ ‌љ ​ ‌м ​ ‌н ​ ‌њ ​ ​‌о ‌п ​ ‌р ​ ‌с ​ ​‌т ​‌ћ ‌у ​ ​‌ў​ ‌ф ​‌х ​‌ц ​‌ч ‌џ ​ ‌ш ​ ‌щ ​ ​‌ъ ‌ы ​ ​‌ь ‌э ​ ‌ю ​ ​‌я ​‌Α ‌Β ​ ‌Γ ​ ​‌Δ ​‌Ε ‌Ζ ​ ‌Η ​ ‌Θ ​ ​‌Ι ​‌Κ ‌Λ ​ ​‌Μ ‌Ν ​ ‌Ξ ​ ‌Ο ​ ​‌Π ‌Ρ ​ ​‌Σ ​‌Τ ​‌Υ​‌Φ‌Χ ​ ‌Ψ ​ ‌Ω ​ ​‌α ‌β ​ ‌γ ​ ‌δ ​ ‌ε ​ ​‌ζ​‌η ‌θ ​​ ‌ι ‌κ ​ ​‌λ ‌μ ​ ‌ν ​ ​‌ξ ‌ο ​ ‌π ​ ‌ρ ​ ‌σ ​ ​‌τ ‌υ ​ ‌φ ​ ​‌χ ‌ψ ​ ‌ω ​ ‌ά ​ ‌Ά ​ ‌έ ​ ​‌Έ ‌έ ​ ​‌Ή ‌ί​ ‌ϊ​ ‌ΐ​ ‌Ί​ ​‌ό ‌Ό ​ ‌ύ ​ ‌ΰ ​ ‌ϋ ​ ‌Ύ ​ ​‌Ϋ ‌Ώ ​ ​‌Ă ‌Â ​ ‌Ê ​ ‌Ô ​ ​‌Ơ ‌Ư ​ ‌ă ​ ​‌â ​‌ê ​‌ô ‌ơ ​ ​‌ư ​‌1 ​‌2 ​‌3​ ‌4​‌5​‌6​‌7​‌8​‌9​‌0​‌‘​‌?​‌’​‌“​‌!​‌”​‌(​‌%​‌)​‌[​‌#​‌]​‌{​‌@​‌}​‌/​‌&​‌<​‌-​‌+​‌÷​‌×​‌=​‌>​‌®​‌©​‌$​‌€​‌£​‌¥​‌¢​‌:​‌;​‌,​‌.​‌*

ROBOTO MEDIUM

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ROBOTO BOLD

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[ Typography Standards ] ++ Roboto Slab Roboto has a dual nature. It has a mechanical skeleton and the forms are largely geometric. At the same time, the font features friendly and open curves. While some grotesks distort their letterforms to force a rigid rhythm, Roboto doesn’t compromise, allowing letters to be settled into their natural width. This makes for a more natural reading rhythm more commonly found in humanist and serif types. This is the Roboto Slab family, which can be used alongside the normal Roboto family and the Roboto Condensed family.

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CHAPTER 01 // OUR NEW VISUAL

ROBOTO SLAB LIGHT

A​‌B ​‌C ​‌Ć ​‌Č ​‌D ​‌Đ ​‌E ​‌F​‌G ​‌H ​‌I ​‌J ​‌K ​‌L ​‌M ​‌N ​‌O ​‌P ​‌Q ​‌R ​‌S ​‌Š ​‌T ​‌U ​‌V ​‌W ​‌X ​‌Y ​‌Z ​‌Ž ​‌a ​‌b ​‌c ​‌č ​‌ć ​‌d ​‌đ ​‌e ​‌f ​‌g ​‌h ​‌i ​‌j ​‌k ​‌l​ ‌m ​‌n ​‌o ​‌p ​‌q ​‌r ​‌s ​‌š ​‌t ​‌u ​‌v ​‌w ​‌x ​‌y ​‌z ​‌ž ​‌А ​‌Б ​‌В ​‌Г ​‌Ґ​‌Д ​‌Ђ ​‌Е ​‌Ё ​‌Є ​‌Ж ​‌З ​‌Ѕ ​‌И ​‌І ​‌Ї ​‌Й ​‌Ј ​‌К ​‌Л ​‌Љ ​‌М ​‌Н ​‌Њ ​‌О ​‌П ​‌Р​ ‌С ​‌Т ​‌Ћ ​‌У ​‌Ў ​‌Ф ​‌Х ​‌Ц ​‌Ч ​‌Џ ​‌Ш ​‌Щ ​‌Ъ ​‌Ы ​‌Ь ​‌Э ​‌Ю ​‌Я ​‌а ​‌б ​‌в ​‌г ​‌ґ​‌д ​‌ђ ​‌е ​‌ё ​‌є ​‌ж ​‌з ​‌ѕ ​‌и ​‌і ​‌ї ​‌й ​‌ј ​‌к ​‌л ​‌љ ​‌м ​‌н ​‌њ ​‌о​ ‌п ​‌р ​‌с ​‌т ​‌ћ ​‌у ​‌ў ​‌ф ​‌х ​‌ц ​‌ч ​‌џ ​‌ш ​‌щ ​‌ъ ​‌ы ​‌ь ​‌э ​‌ю ​‌я ​‌Α ​‌Β ​‌Γ​‌Δ ​‌Ε ​‌Ζ ​‌Η ​‌Θ ​‌Ι ​‌Κ ​‌Λ ​‌Μ ​‌Ν ​‌Ξ ​‌Ο ​‌Π ​‌Ρ ​‌Σ ​‌Τ ​‌Υ​‌Φ​‌Χ ​‌Ψ​ ‌Ω ​‌α ​‌β ​‌γ ​‌δ ​‌ε ​‌ζ ​‌η ​‌θ ​‌ι ​‌κ ​‌λ ​‌μ ​‌ν ​‌ξ ​‌ο ​‌π ​‌ρ ​‌σ ​‌τ ​‌υ ​‌φ ​‌χ ​‌ψ ​‌ω ​‌ά ​‌Ά ​‌έ ​‌Έ ​‌έ ​‌Ή ​‌ί ​‌ϊ ​‌ΐ ​‌Ί ​‌ό ​‌Ό ​‌ύ ​‌ΰ ​‌ϋ ​‌Ύ ​‌Ϋ ​‌Ώ ​‌Ă ​‌Â ​‌Ê ​‌Ô ​‌Ơ​ ‌Ư ​‌ă ​‌â ​‌ê ​‌ô ​‌ơ ​‌ư ​‌1 ​‌2 ​‌3 ​‌4 ​‌5 ​‌6 ​‌7 ​‌8 ​‌9 ​‌0 ​‌‘​‌? ​‌’​‌“ ​‌! ​‌” ​‌( ​‌% ​‌) ​‌[ ​‌# ​‌] ​‌{ ​‌@ ​‌} ​‌/ ​‌& ​‌< ​‌- ​‌+ ​‌÷ ​‌× ​‌= ​‌> ​‌® ​‌© ​‌$ ​‌€ ​‌£ ​‌¥ ​‌¢ ​‌:​‌;​‌,​‌. ​‌*

ROBOTO SLAB REGULAR

A​‌B ​‌C ​‌Ć ​‌Č ​‌D ​‌Đ ​‌E ​‌F‌G ​ ‌H ​ ‌I​ ‌J ​ ​‌K ​‌L ‌M ​ ‌N ​ ​‌O ​‌P ‌Q ​ ‌R ​ ​‌S ​‌Š ​‌T ​‌U ‌V ​ ​‌W ​‌X ​‌Y ‌Z ​ ​‌Ž ​‌a ​‌b ‌c ​ ‌č ​ ‌ć ​ ‌d ​ ‌đ ​ ​‌e ​‌f ​‌g ​‌h ​‌i ​‌j ​‌k ​‌l​ ‌m ​‌n ​‌o ​‌p ‌q ​ ​‌r ​‌s ​‌š ​‌t ‌u ​ ‌v ​ ‌w ​ ​‌x ‌y ​ ‌z ​ ‌ž ​ ‌А ​ ‌Б ​ ​‌В ​‌Г ​‌Ґ‌Д ​ ‌Ђ ​ ‌Е ​ ​‌Ё ​‌Є ​‌Ж ​‌З ​‌Ѕ ​‌И ​‌І ‌Ї​ ‌Й ​ ​‌Ј ​‌К ​‌Л ​‌Љ ​‌М ‌Н ​ ‌Њ ​ ​‌О ​‌П ​‌Р​ ‌С ​‌Т ​‌Ћ ‌У ​ ‌Ў ​ ‌Ф ​ ‌Х ​ ​‌Ц ​‌Ч ‌Џ ​ ​‌Ш ​‌Щ ‌Ъ ​ ​‌Ы ‌Ь ​ ‌Э ​ ​‌Ю ​‌Я ​‌а ​‌б ‌в ​ ​‌г ​‌ґ‌д ​ ​‌ђ ​‌е ​‌ё ​‌є ​‌ж ​‌з ​‌ѕ ​‌и ​‌і ​‌ї ‌й ​ ​‌ј ​‌к ‌л ​ ​‌љ ‌м ​ ​‌н ‌њ ​ ​ ‌о ​‌п ‌р ​ ‌с ​ ​‌т ​‌ћ ‌у ​ ‌ў ​ ​‌ф ‌х ​ ​‌ц ​‌ч ‌џ ​ ​‌ш ​‌щ ‌ъ ​ ‌ы ​ ‌ь ​ ‌э ​ ‌ю ​ ‌я ​ ‌Α ​ ‌Β ​ ‌Γ ​ ​‌Δ ‌Ε ​ ‌Ζ ​ ‌Η ​ ​‌Θ ​‌Ι ​‌Κ ‌Λ ​ ​‌Μ ​‌Ν ‌Ξ ​ ‌Ο ​ ‌Π ​ ‌Ρ ​ ‌Σ ​ ‌Τ ​ ‌Υ ​ ‌Φ ​ ‌Χ ​ ​ ‌Ψ ​‌Ω ‌α ​ ​‌β ‌γ ​ ​‌δ ‌ε ​ ​‌ζ ‌η ​ ​‌θ ‌ι​ ​‌κ ​‌λ ‌μ ​ ‌ν ​ ‌ξ​ ‌ο ​ ​‌π ‌ρ ​ ‌σ ​ ​‌τ ‌υ ​ ​‌φ ‌χ ​ ‌ψ ​ ​‌ω ​‌ά ​‌Ά ‌έ ​ ​‌Έ ​‌έ ​‌Ή ​‌ί ​‌ϊ ​‌ΐ ​‌Ί ‌ό ​ ‌Ό ​ ‌ύ ​ ​‌ΰ ​‌ϋ ​‌Ύ ​‌Ϋ ‌Ώ ​ ​‌Ă ‌Â ​ ‌Ê ​​ ‌Ô ​‌Ơ ​‌Ư ‌ă ​ ​‌â ​‌ê ​‌ô ​‌ơ ​‌ư ​‌1 ‌2 ​ ‌3 ​ ‌4 ​ ​‌5 ​‌6 ​‌7 ​‌8 ‌9 ​ ‌0 ​ ‌‘​‌?​ ‌’​​‌“ ‌!​ ​‌” ‌(​ ‌% ​ ​‌) ‌[​ ​‌# ‌]​ ​‌{ ‌@ ​ ‌}​ ‌/​ ‌& ​ ‌<​ ​‌- ‌+ ​ ‌÷ ​ ​‌× ‌= ​ ‌>​ ​‌® ​‌© ​‌$ ​‌€ ​‌£ ​‌¥ ​‌¢ ​‌:​‌;‌,​‌.​ ​‌*

ROBOTO SLAB BOLD

A​‌B ​‌C ​‌Ć ​‌Č ​‌D ​‌Đ ​‌E ​‌F ​‌G ​‌H ​‌I ​‌J ​‌K ​‌L ​‌M ​‌N ​‌O ​‌P ​‌Q ​‌R ​‌S ​‌Š ​‌T ​‌U ​‌V ​‌W ​‌X ​‌Y ​‌Z ​‌Ž ​‌a ​‌b ​‌c ​‌č ​‌ć ​‌d ​‌đ ​‌e ​‌f ​‌g ​‌h ​‌i ​‌j ​‌k ​‌l ​‌m​ ‌n ​‌o ​‌p ​‌q ​‌r ​‌s ​‌š ​‌t ​‌u​‌v ​‌w ​‌x ​‌y ​‌z ​‌ž ​‌А ​‌Б ​‌В ​‌Г ​‌Ґ​‌Д ​‌Ђ ​‌Е ​‌Ё ​‌Є ​‌Ж ​‌З ​‌Ѕ ​‌И ​‌І ​‌Ї ​‌Й ​‌Ј ​‌К ​‌Л ​‌Љ ​‌М ​‌Н ​‌Њ ​‌О ​‌П ​‌Р ​‌С ​‌Т ​‌Ћ​ ‌У ​‌Ў ​‌Ф ​‌Х ​‌Ц ​‌Ч ​‌Џ ​‌Ш ​‌Щ ​‌Ъ ​‌Ы ​‌Ь ​‌Э ​‌Ю ​‌Я ​‌а ​‌б ​‌в ​‌г ​‌ґ​‌д ​‌ђ ​‌е ​‌ё ​‌є ​‌ж ​‌з ​‌ѕ ​‌и ​‌і ​‌ї ​‌й ​‌ј ​‌к ​‌л ​‌љ ​‌м ​‌н ​‌њ ​‌о ​‌п ​‌р ​‌с ​‌т​ ‌ћ ​‌у ​‌ў ​‌ф ​‌х ​‌ц ​‌ч ​‌џ ​‌ш ​‌щ​‌ъ ​‌ы ​‌ь ​‌э ​‌ю ​‌я ​‌Α ​‌Β ​‌Γ​‌Δ ​‌Ε ​‌Ζ ​‌Η ​‌Θ ​‌Ι ​‌Κ ​‌Λ ​‌Μ ​‌Ν ​‌Ξ ​‌Ο ​‌Π ​‌Ρ ​‌Σ ​‌Τ ​‌Υ​‌Φ​‌Χ ​‌Ψ ​‌Ω ​‌α ​‌β ​‌γ ​‌δ​ ‌ε ​‌ζ ​‌η ​‌θ ​‌ι ​‌κ ​‌λ ​‌μ ​‌ν ​‌ξ ​‌ο ​‌π ​‌ρ ​‌σ ​‌τ ​‌υ ​‌φ ​‌χ ​‌ψ ​‌ω ​‌ά ​‌Ά ​‌έ ​‌Έ ​‌έ ​‌Ή ​‌ί ​‌ϊ ​‌ΐ ​‌Ί ​‌ό ​‌Ό ​‌ύ ​‌ΰ ​‌ϋ ​‌Ύ ​‌Ϋ ​‌Ώ ​‌Ă ​‌Â ​‌Ê ​‌Ô ​‌Ơ ​‌Ư ​‌ă ​‌â ​‌ê ​‌ô ​‌ơ​ ‌ư ​‌1 ​‌2 ​‌3 ​‌4 ​‌5 ​‌6 ​‌7 ​‌8 ​‌9 ​‌0 ​‌‘ ​‌? ​‌’​‌“ ​‌! ​‌” ​‌( ​‌% ​‌) ​‌[ ​‌# ​‌] ​‌{ ​‌@ ​‌} ​‌/ ​‌& ​‌< ​‌- ​‌+ ​‌÷ ​‌× ​‌= ​‌> ​‌® ​‌© ​‌$ ​‌€ ​‌£ ​‌¥ ​‌¢ ​‌:​‌;​‌, ​‌. ​‌*

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L I F E / / V I S U A L S TA N D A R D S G U I D E / / + + +

[ Graphic Form ] ++ Overlaying plus symbols on photos and negative space is the main graphic form. It promotes the idea of sharing more, living more. The overall visual will help support the logo, photography, and type to present sharing feeling. The plus icon we used for rebranding is inspired by NASA. It means exploring more, exchanging more, learning more and sharing more.

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CHAPTER 01 // OUR NEW VISUAL

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L I F E / / V I S U A L S TA N D A R D S G U I D E / / + + +


CHAPTER 01 // OUR NEW VISUAL

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L I F E / / V I S U A L S TA N D A R D S G U I D E / / + + +


CHAPTER 01 // FUTURE PROSPECT

++ [ CHAPTER 4 ]

Future Prospect ++ [ PG : 46-81 ]

LIFE Brand Extensions

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L I F E / / V I S U A L S TA N D A R D S G U I D E / / + + +

[ LIFE Brand Extensions ] ++ Brand Extensions List A list of business ideas that LIFE plans to implement in the future.

G

[ LIFE GOODS ]

A

[ LIFE ACADEMY ]

[G1]

BROADEN HORIZONS

[A1]

DIY EXPERIENCE VIDEOS

[G2]

VIRTUAL LIFE

[A2]

CAREER EXPLORER

[G3]

LIFE JUICE

[A3]

LIFE GALLERY WORKSHOP

[G4]

BOOK OF LIFE

[A4]

LEARN FROM MENTORS

[G5]

LIFE STORY

[G6]

LIFE GALLERY STORE C [C1]

[ LIFE COMMUNITY ] EXCHANGE PROGRAM

[ LIFE ZONE ]

[C2]

LIFE ASSOCIATION

[Z1]

IN-MUSEUM EXPERIENCES

[C3]

LIFE 4 GOOD

[Z2]

TRIPADVISOR INTEGRATION

[Z3]

LIFE GALLERY

[Z4]

LIFE EXPO

[Z5]

#NOCOMFORTZONEDAY

Z


CHAPTER 01 // FUTURE PROSPECT

++ Brand Chart LIFE divides business ideas into three parts: exchange, explore and learning.

[ EXCHANGE ]

[G1]

[Z2]

[G2]

[C3]

[G6]

[Z5]

[C2]

[C1]

[Z4] [Z3]

[ EXPLORE ]

[A2]

[G5]

[G4]

[A3]

[A1]

[A4]

[Z1]

[ LEARN ]

[G3]

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L I F E / / V I S U A L S TA N D A R D S G U I D E / / + + +

++

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 ]


CHAPTER 01 // FUTURE PROSPECT

G [G1]

[G2]

[ LIFE GOODS ] BROADEN HORIZONS

Life will host experiences in select museums, giving life to science, history, and art. It will

to book unforgettable, unique experiences.

enhance the museum experience in a fun and

[Z2]

TRIPADVISOR INTEGRATION

eo from a streamer’s head-mounted, 360-view

TripAdvisor will embed details about Life expe-

camera on a virtual reality headset.

riences when users search for things to do in a given area.

LIFE JUICE [Z3]

LIFE GALLERY

minerals that stimulate brain activity. Cus-

A venue that showcases provocative documentary

tomers use it because improved alertness and

film and photo-journalism about significant

thinking ability helps them to get more out of

people, events, and other topics from all over

life.

the world.

BOOK OF LIFE

[Z4]

LIFE EXPO

Book of Life is a social studies text book for

A conference that gives a voice to people with

high school and college students. Similar to

amazing stories to tell. Topics include stories of

Life Magazine, powerful images make histor-

overcoming great hardship, witnessing historic

ical events feel more real to the reader. Addi-

events, and accomplishing ambitious goals.

so that students experience the material in another way.

[Z5]

#NOCOMFORTZONEDAY #NoComfortZoneDay is an event promoted on social media to help people overcome their

LIFE STORY

fears and share their experience. Ask out that

Story is a web platform for people to publish

girl, tell your boss you want a raise, or find

amazing, true stories. Stories are reviewed by

another way to get the most out of life for

life editors to ensure quality. Stories of the

the day.

same theme are curated into virtual books. [G6]

educational way.

VIRTUAL LIFE

tionally, the book suggests hands-on activities

[G5]

IN-MUSEUM EXPERIENCES

Life’s business. Customers use the application

Life Juice is a drink with natural vitamins and

[G4]

[Z1]

[ LIFE ZONE ]

Life’s web and mobile application is the core of

Virtual Life is an application to watch live vid-

[G3]

Z

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LIFE GALLERY STORE The store sells merchandise related to the Life gallery, such as photo prints and film recordings, photography books, and artifacts seen in the gallery’s most memorable pieces.


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A [A1]

[A2]

L I F E / / V I S U A L S TA N D A R D S G U I D E / / + + +

[ LIFE ACADEMY ] DIY EXPERIENCE VIDEOS

C [C1]

Life connects young people who can’t afford

recorded videos which instruct users how to

rent with elderly and disabled individuals in

recreate select experiences yourself.

need of a caretaker. Volunteers get a free room to sleep in exchange for their services.

CAREER EXPLORER

This is a way to let young people and elderly exchange their life experiences.

decided on a field of study to shadow a working professional on the job.

[C2]

nization with a global perspective. It lobbies governments around the world in favor of

methodology to create documentary film and

policies which benefit humanity, such as those

photo-journalism in the style of Life’s brand.

which promote human rights, world peace, and

Pieces created in the workshop are often

eradication of poverty and disease.

showcased in the gallery. LEARN FROM MENTORS With Just Learn It, Life offers private, in-person sessions from world-class experts to teach skills that can be acquired in less than a day.

LIFE ASSOCIATION Association for a Better Life is a political orga-

LIFE GALLERY WORKSHOP The workshop trains aspiring artists the

[A4]

EXCHANGE PROGRAM

Life will let instructors stream and publish

Career Explorer lets students who have not

[A3]

[ LIFE COMMUNITY ]

[C3]

LIFE 4 GOOD Life 4 Good is a global volunteer program. Life sends volunteers to assist with causes that have low visibility in the public eye. A journalist accompanies the volunteers and produces a documentary to shed light on the subject.


CHAPTER 01 // FUTURE PROSPECT

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Broaden Horizons

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We provide unique, unforgettable experiences Customers use the application Broaden Horizons to book unforgettable experiences with luminaries around the world. Ski Alaskan backwoods with a gold-medalist. Private steak dinner for two catered by Michelin-star chef. Go on an urban adventure. Book alone, with your significant other, or a group or friends. Available on the web, iOS, and Android.


CHAPTER 01 // FUTURE PROSPECT

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CHAPTER 01 // FUTURE PROSPECT

The photo on the top, water market in Thailand, photo from www.flickr.com. The photo on the left, eating wired food, photo from www.flickr.com.

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L I F E / / V I S U A L S TA N D A R D S G U I D E / / + + +

TripAdvisor Integration

++

We partnered with TripAdvisor Life will partner with TripAdvisor to show details about Life experiences when users search for things to do in a given area. For example, a TripAdvisor user who searches “Things to do in San Francisco Bay Area” may see results with links to Life experiences such as “Exclusive tour and wine tasting at award-winning Napa Valley winery”.


CHAPTER 01 // FUTURE PROSPECT

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LIFE HQ Gallery

++

A space to share experiences Life HQ Gallery is a venue that showcases provocative documentary film and photo-journalism about significant people, events, and other topics from all over the world. This is the place where people get to discover stories that truly matter.


CHAPTER 01 // FUTURE PROSPECT

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L I F E / / V I S U A L S TA N D A R D S G U I D E / / + + +

Learn From Mentors

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We teach you to be the best With Just Learn It, you can finally learn the skills you’ve always wanted. Perfect your dragon roll from a master sushi chef. Take a primer on the survival skills you’ll need for the zombie apocalypse. It’s up to you. You’ll get the attention you deserve in private, in-person sessions from world-class experts. Most skills can be acquired in less than a day.


CHAPTER 01 // FUTURE PROSPECT

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L I F E / / V I S U A L S TA N D A R D S G U I D E / / + + +

LIFE 4 GOOD

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We volunteer for positive causes Life 4 Good is a global volunteer program. Life sends volunteers to assist with causes that have low visibility in the public eye. A journalist accompanies the volunteers and produces a documentary to shed light on the subject.


CHAPTER 01 // FUTURE PROSPECT

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CHAPTER 01 // FUTURE PROSPECT

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L I F E / / V I S U A L S TA N D A R D S G U I D E / / + + +

LIFE HQ Workshop

++

Tap in to your inner photographer The workshop trains aspiring artists the methodology to create documentary film and photo-journalism in the style of Life’s brand. Pieces created in the workshop are often showcased in the gallery.


CHAPTER 01 // FUTURE PROSPECT

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L I F E / / V I S U A L S TA N D A R D S G U I D E / / + + +


CHAPTER 01 // FUTURE PROSPECT

The photo on the top, and photo on the left show what is Life HQ Workshop looks like.

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L I F E / / V I S U A L S TA N D A R D S G U I D E / / + + +

LIFE HQ Store

++

Take home a piece of Life The store sells merchandise related to the Life gallery, such as photo prints and film recordings, photography books, and memorable pieces from gallery shows.


CHAPTER 01 // FUTURE PROSPECT

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L I F E / / V I S U A L S TA N D A R D S G U I D E / / + + +

The photo on the top shows what is Life HQ Store looks like.


CHAPTER 01 // FUTURE PROSPECT

The photo on the top shows what is Life HQ Store looks like.

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LIFE Association

++

We work together for a better life Association for a Better Life is a political organization with a global perspective. It lobbies governments around the world in favor of policies which benefit humanity, such as those which promote human rights, world peace, and eradication of poverty and disease.


CHAPTER 01 // FUTURE PROSPECT

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L I F E / / V I S U A L S TA N D A R D S G U I D E / / + + +

#NOCOMFORTZONEDAY

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We push you to the next level #NoComfortZoneDay is an event promoted on social media to help people overcome their fears and share their experience. Ask out that girl, tell your boss you want a raise, or find another way to get the most out of life for the day.


CHAPTER 01 // FUTURE PROSPECT

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For me, what makes life enjoyable is having a shared culture and shared references. —MICHAEL SHEEN [ ACTOR AND POLITICAL ACTIVIST ]



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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