VISUAL DEVELOPMENT GUIDE
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CONCEPT RESEARCH
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CONCEPT RESEARCH
Fashionably protecting the world
This is a student project aimed at rebranding Esprit de Corps keeping in mind it’s soul purpose of business and what drives them as a brand.
Esprit’s fun-loving spirit and community driven initiatives inspired this project. The coming together of fashion, nature and social responsibility gets this project going.
VISUAL DEVELOPMENT GUIDE
Table of Contents
01 02 CHAPTER
_Concept Research PAGE 4
CHAPTER
_Logo Evolution PAGE 32
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Concept Research
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01
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CHAPTER
_The Company
PAGE 6
_Past Logos
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_ New mission
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_A New Concept
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_Concept Keywords
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_Brand Inspirations
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The Company ORIGINALLY KNOWN AS ESPRIT DE CORP.
WE WANT TO MAKE YOU FEEL GOOD TO LOOK GOOD
If it’s not inspiring, It’s not Esprit Doug Tompkins, an art and architecture enthusiast and Susie Tompkins, a fashion designer started Plain Jane which was renamed Esprit de Corp. catering to 18 to 24 year old women. They were known for their employee benefits that made up a fun, creative workplace and produced casual fashions that exuded social awareness. They embraced social causes and fashions of the city’s active counterculture. Esprit sells apparel and styles to make real people look and feel good while manifesting social responsibilites and sustainability. They addressed relevant issues in their campaigns and make confidence a proud attitude.
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Doug and Susie Tompkins with their cheerful staff and models
Esprit’s bright and comfortable fashion for women
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Past Logos ESPRIT HAS HAD PRETTY MUCH THE SAME LOGO SINCE 1979
1971, San Francisco This logo was created In 1971, when the company started operating under the name of Esprit de corp. and seven product lines were created.
2007, Munich This logo was created for the first solo performance of the edc by Esprit brand as a sponsor of Europe’s biggest music event – the MTV Europe Music Awards.
2008, Worldwide Esprit celebrated its 40th birthday across all departments and took part in several promotions and events for customers to enjoy.
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1979, New York John Casado designed the famous Esprit stencil-effect logo. He was worried that the triple-bar “E� would not be legible to customers, however, the new logo became one of the most recognised and memorable. It is still used today.
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“To inspire y adults to do by being so and environ responsible
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young o good ocially nmentally e.�  OUR MISSION
Esprit de Corp. was more than just a fashion brand where Doug and Susie Tompkins considered their staff as family which gave them a sense of belonging and made work fun. Their aim was to merge their passion for fashion and nature through outdoor recreation, campaigns, sustainable production and good deeds of all kinds.
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Engaging with nature and the world around us will help become aware of how small gestures can contribute to safer and healthier living.
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A New Concept FOR OUR PLANET AND IT’S PEOPLE
DO GOOD TO FEEL GOOD
Reviving Esprit Other than Esprit’s lively and playful fashion that has become unpopular in US, their social stance can help revive the brand. Bringing consumers together for a cause will give back to the society and improve their outlook towards our environment. Including the fun factor through eco-friendly ways will be an educational and inspiratinal experience.
“If anything can save the world, I’d put my money on beauty.” VISUAL DEVELOPMENT GUIDE
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DOUG TOMPKINS
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CONCEPT RESEARCH
Concept Keyword-Unity TO COME TOGETHER AS A FAMILY
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Encouraging youngsters from a diverse background to bond over our environment and its people will teach them how to act wisely as a group and allow them to share experiences.
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Concept Keyword-Active TO BE ENERGETIC AND LIVELY
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Being outdoors and interacting with others alike will increase excitement. Introducing new ideas and being constantly on your toes will improve the eagerness to learn more about finding new solutions to various issues.
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Concept Keyword-Genuine A NATURAL AND AUTHENTIC FEELING
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Dealing with real world problems whether minor or major will give off a sense of accomplishment if its from a honest place in your heart. Simple tasks of aiding towards a cleaner environment and improved concern for our community can go a long way.
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“For those of grew up goin the wilds of we got into sense of bea
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f us that ng out into the world, our souls a auty.” DOUG TOMPKINS
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Brand Identity Inspiration SOME EXAMPLES OF VISUAL IDENTITY SYSTEMS EXPLAINED WELL AND SUITABLE FOR ME TO DRAW IDEAS FROM
Table of contents
Adding images to the table of contents gives a quick reference to what’s inside
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Shape Identifiers & in use
Shape identifiers are a visually interesting way to notice any work from a particular brand and can easily be applied throughout a system
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Brand Identity Inspiration Color Chart
Showing the color palette and it’s range of colors using a customised name and color matching codes will help identify any mistakes for print and the web.
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Grid System
Clearly showing the grid lines can save a lot of time making sure layouts are the same.
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Brand Identity Inspiration Logo Clearspace
Accurately showing how to present the logo with the needed measurements for clearspace guides the user systemtically.
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Logo Anatomy
Breaking down the logo to someone unfamiliar with it, should be left with no questions if labels are as clear as these.
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Brand Identity Inspiration Logo lockups
Pairing accepted color alternatives with the logo and wordmark as a lock up makes it clear as to how it should be seen
Logo dont’s
Indicating the different iterations one could alter the logo by with a description clarifies how not to misuse the logo in a simple manner
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Logo in use The variations striked off make it obvious how not to manipulate and use the logo and gives a hint of other ways too; example: no logos on photographs of any kind but textures could work.
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Logo Evolution
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02 CHAPTER
_Logo Sketches
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_Digital Roughs
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_Similar Logos
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_Refinements
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_Final Logo
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LOGO EVOLUTION
Logo Sketches (A) MY INITIAL ITERATIONS OF LOGO SKETCHES BASED ON THE KEYWORD UNITY, RELATING TO BUILDING A COMMUNITY AND FAMILY
UNITY ALIVE GENUINE
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Drawings that suggest togetherness including earthy and homely elements with living things like people, trees, animals started my development process.
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LOGO EVOLUTION
The use of hands wasn’t the most ideal as they are quite cliched for suggesting help
Human elements such as the hand show a caring and helping nature. When combined with symbols from the environment, a more conservative view is seen.
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As the aim of this re-branding project was to open new avenues for Esprit, staying away from their initial product line helps in creating a new image for them
As Esprit is initially a fashion brand, integrating some elements like a hanger, yarn and weaving felt somewhat interesting.
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Animals seemed a bit too playful for Esprit’s new eco-friendly mission
Animals like the dog represent companionship where the dog is considered a man’s best friend. The dove symbolises peace and hope with a friendly relation to nature also hinting at freedom. Houses and circles were more literal ideas suggesting a community and integration under one roof.
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LOGO EVOLUTION
Logo Sketches (B) MY INITIAL ITERATIONS OF LOGO SKETCHES BASED ON THE KEYWORD ALIVE, RELATING TO POSITIVITY AND ENERGY
UNITY ALIVE GENUINE
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Drawings that suggest life and has a positive feeling through movement and an outward angle. I started off with the keyword Alive but changed it to Active which suits the mission better.
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LOGO EVOLUTION
Arrows did not give the environmental feel and rather a molecular one
With the keyword being Alive, the sketches have movement to suggest an erratic energy and flowers show the blooming of life from within.
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Lightbulbs show innovation and weren’t a good choice for a sustainable reference
These rough sketches acted as brainstorming for shapes and marks that show motion in natture.
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LOGO EVOLUTION
Logo Sketches (C) MY INITIAL ITERATIONS OF LOGO SKETCHES BASED ON THE KEYWORD GENUINE, MEANING NATURAL AND AUTHENTIC
UNITY ALIVE GENUINE
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I was aiming at including things from outdoors and those that help the environment which symbolize nature and found vastly.
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LOGO EVOLUTION
Using symbols like wings and frogs for symbolism has a nice spin to it but moves away from the new mission
Bugs and birds contribute to the eco system consisting of flora and fauna having an important role in our thriving environment.
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Things that are in it’s natural state like a habitat such as a nest have an honest feel to it and also suggests unity through its construction of lines.
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Combining unity, alive and genuine; here are wordmarks holding the same spirit of the logo explorations.
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LOGO EVOLUTION
Digital Roughs WITH MY NEW KEYWORD AS ACTIVE, I TRIED LOGOS WITH VEIN-LIKE ELEMENTS. SOME MOVEMENT AND THE LEAF
UNITY ACTIVE GENUINE
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The sharp shapes and edges to these logos make them look unfriendly and not very leaf-like which i had to work on
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Integrating leaves within the counters and eye of the e’s made good use of the negtive space within the circles.
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Fitting the lowercase e within circles and drawing around that letterform lead to my direction.
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LEAF MOTIF SOCIAL AND ENVIRONMENAL RESPONSIBILITY WAS BEST SHOWN THROUGH AN ASYMMETRICAL LEAF
Leaves can easily be mistaken for feathers, drops of water or a flame as I got to know from my feedback sessions and so it was important to come up with a smooth and well-arched leaf shape. The leaf when green embodies hope, renewal, and revival which are relevant keywords for Esprit to manifest.
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The veins of a leaf distinguish it from other similar looking things
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Logos with e LOGOS WITH A LOWERCASE E WASN’T COMMON AND WERE MORE IN THE ELECTRIC FIELD.
The closest logo where the leaf continues from the tail of the f and d
The most similar logo to my ideas where the leaf stems out from the middle bar of the E
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LOGO EVOLUTION
Similar Logos with a leaf LEAF LOGOS ARE OFTEN USED IN TEA BRANDS AND ORGANISATIONS WITH A ECO-FRIENDLY VIBE.
Because a network is a connection between different elements, the use of multiple leaves and colors creates a wholesome bouquet.
Evotweet is a social media network business and hence the bird. To highlight their ecofriendly nature, the bird’s wing has been replaced with a leaf,
The number 1 represents a tree trunk on which hangs a single leaf, the ‘one leaf’ for which the business is named after.
The minimalistic simple lines in the logo shows modern design and a makes you think whether its a leaf or helping hand.
The negative space takes the form of a leaf and it makes the viewer want to trust the brand with the health of their delicate skin.
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The colors were chosen for a purpose of differentiating between coffee and tea as well as to give us a natural feel.
The business is selling more than just coffee and tea but an earth-conscious lifestyle as well. The translates through the earthly tones as well as the leaf.
The green’s all blend with each other but it gives a sense of togetherness.
The leaf symbol is hidden inside a glowing light bulb, suggesting that they sell greener lightbulbs and their tag line adds emphasis.
This communications company played off the luck that the four-leaf clover gives and added a human touch with hand-drawing.
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e
Refinements
COMBINING THE THREE KEYWORDS AND GOING WITH THE ENVIRONMENTAL FRIENDLY ROUTE SEEMED APT
The leaf here resembles a tongue because of the twisty sides derived by the arcs
e e e esprit
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The leaf here has a feather-like shape once the veins are added due to the oval form and narrow pointy end
esprit
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e
The veins in this leaf is the most successful which I can carry forward.
espri t
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Logotype Sketches ADDING FEATURES OF THE SHAPES FROM THE VEIN AND LEAF OF THE LOGO TO THE WORDMARK BRINGS THEM TOGETHER
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Final Logotype MANIUPILATING THE GEOMETRIC FORMS INTO A SERIF GIVES IT A PLAYFUL AND FRESH LOOK
The terminal of the lowercase t became a repeating element on the p, r and i to add some movement.
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An upwards leaf for the tittle shows positivity to me and hope for growth as an organisation.
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LOGO EVOLUTION
Final Variations IN THIS SET, I TRIED MAKING THE LEAF MORE LIKE AN EXTENSION OF THE E WITH SMOOTHER TRANSITIIONS .
UNITY ACTIVE GENUINE
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The leaf here looks the most complete and proportionate which I plan on refining.
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LOGO EVOLUTION
Color Exploration THE TOP PANTONE COLORS OF SPRING 2017 WHICH HOLD A SENSE OF EARTHINESS ARE FROM NATURE THAT SURROUNDS US AND RESONATE WITH THE NEW BRAND MISSION Pink Yarrow- PANTONE 17-2034
Primrose Yellow- PANTONE 13-0755
Island Paradise- PANTONE 14-4620
Greenery- PANTONE 15-0343
Flame- PANTONE 17-1462
Kale- PANTONE 18-0107
Lapis Blue- PANTONE 19-4045
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Final Logo THE GREENS WERE THE MOST IDEAL FOR LEAVES AND GIVES IT A REFRESHING AND MODERN FEEL
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+ Unity + Active + Genuine
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CONCEPT RESEARCH
“I was broug understand are all here earth toget
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ght up to d that we on planet ther. STELLA MCCARTNEY
Eco friendly fashion designer
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Colophon
TYPEFACES Rubik Playfair Display SOFTWARE Adobe Photoshop Adobe Indesign
DESIGNER Shruti Ganesan CLASS GR.604 Nature of Identity INSTRUCTOR Hunter Wimmer, Academy of Art University
RESOURCES ESPRIT: The Making of an Image by Helie Robertson unsplash.com pexels.com esprit.com
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