BOOK 2 THE SHARPER IMAGE VISUA L DE VELOPMENT GUIDE
“You either walk inside your story and own it or you stand outside your story and hustle for your worthiness. ”
—Brene Brown
THE SHARPER IMAGE RAISE THE SELT CONFIDENCE OF PEOPLE
TABLE OF CONTENTS VISUAL RESEARCH
06
THE OLD IDENTITY NEW CONCEPT
LOGO DEVELOPMENT
12
INITIAL SKETCHES REFINRD SKETCHES DIGITAL SKETCHES
FINAL LOGO SIMILAR LOGO FINAL LOGO
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TABLE OF CONTENTS
08 30 THE SHARPER IMAGE
01.
VISUAL RESEARCH THE OLD IDENTITY
08
THE NEW CONCEPT
10
09 31 VV II SS UU AA LL Ds Et VGEULI OD PE M E N T G U I D E
O1.
VISUAL RESEARCH
08 THE SHARPER IMAGE
THE OLD IDENTITY
The Sharper Image was known for its pricey gadgets. Back in the early 90's, The Sharper Image as an iconic chain of retail outlets ensconced, it came to represent the technologically innovative, the new and the cool. The old logo epitomizes brand concept. Its sans-serif font looks modern and contemporary.
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10 THE SHARPER IMAGE
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THE NEW CONCEPT
Sharper Image pur veyed such fun-but-inessential luxur y items. It was popular for people who wanted to appear higher in society. The future of The Sharper Image will lead to improved self-esteem and increased self-confidence. It is not about vain, self-indulgent, narcissistic people. It is about ordinary people who want to elevate their confidence and build success.
30 THE SHARPER IMAGE
02.
LOGO DEVELOPMENT INITIAL SKETCHES
16
REFINED SKETCHES
23
DIGITAL SKETCHES
36
31 V I S U A L S T R AT E GY G U I D E
O2.
LOGO DEVELOPMENT
14 THE SHARPER IMAGE
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16 THE SHARPER IMAGE
INITIAL SKETCHES
To create the best logo for The Sharper Image, I started with brainstorming. Based on our future vision, the idea of the logo is from three keywords: individual, success and attractive. Each camp delivers a mix of three types of solutions: symbols, graphics, and logotypes.
THREE KEYWORDS Success—Provide a powerful and confident image Attractive—Have confidence Individual—Build personal image
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SUCCESS The soul of The Sharper Image is to raise the self-confidence of people. We want to elevate people confidence and build success in social and professional settings. So I chose success as my first idea to create the new visual identity. I use crown and lion to represent the power and success.
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20 THE SHARPER IMAGE
ATTRACTIVE Considering the soul of The Sharper Image, the second idea focuses on the appearance of gentlemen, so I chose attractive as my design concept. I tried to use the tie, diamond and curve line as the elements to create the logos. These elements are used to express the hidden elegance of people.
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22 THE SHARPER IMAGE
INDIVIDUAL The third concept of The Sharper Image is to help individuals to find self-esteem and gain self-awareness and confidence. So I chose individual as my last idea to create the new identity. I try to use elastic lines to represent the meaning of potential development. Everyone has great potential.
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24 THE SHARPER IMAGE
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26 THE SHARPER IMAGE
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REFINED SKETCHES
This stage is the summary of the first ideation stage. After the first round of sketching, I would like to put more characteristic of The Sharper Image. I mixed three ideas of success, attractive and individual, and I started to use the idea of prestige. I think that prestige means wealth, power and strength to people.
KEYWORD:
PRESTIGE
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The approach will be staying open to new opportunities as well as refining the results from last round of sketching.
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30 THE SHARPER IMAGE
More about prestige ideals on the characteristics of The Sharper Image will be added to the ideation strategy at this point.
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32 THE SHARPER IMAGE
After the first round some ideas were developed for example the triangle and arrow.
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34 THE SHARPER IMAGE
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36 THE SHARPER IMAGE
DIGITAL SKETCHES
Af ter all the pencil sketches made in this ideation process, next step is to refine more details with computer. In this step, a lot of variations are explored. I tried to use triangle shape to represent the success that people want to approach. In addition, I explored more options of the arrow. The arrow shape shows the movement, and it means to move to a higher level and make them bet ter than before.
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38 THE SHARPER IMAGE
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TSI
TSI
TSI
40 THE SHARPER IMAGE
TSI T HE SHARPER IM
THE SHARPER IMAGE
TSI
AG E
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POTENTIAL LOGOS From the digital comps, these three were the most successful. Also, the wordmark need to explore.
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44 THE SHARPER IMAGE
TSI
THE SHARPER IMAGE
TSI
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THE SHARPER IMAGE
THE SHARPER IMAGE
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CHOSEN LOGO A color version of the best chosen. Still need refinements to ultimate the logo. The wordmark part requires more modifications, but the direction is good.
THE SHARPER IMAGE
03.
FINAL LOGO FINAL LOGO
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SIMILAR LOGO
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O3.
FINAL LOGO
50 THE SHARPER IMAGE
FINAL LOGO
This is the final version of new The Sharper Image logo. The moving upward was the chosen concept because of the meaning that fit The Sharper Image vision and mission that helping individuals to elevate their confidence and build success. Considering the soul of The Sharper Image, I combine the symbol with type to fit the visual concept. the bold typeface can also show the power and strength of people.
TSI
+
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SIMILAR LOGOS New The Sharper Image logo inspired by triangle and arrow shapes. In order to make sure that our new logo has a special charac teristic from other brands, we found other companies logos that also use triangle or arrow as their s ymbol.
Fahrenheit 212 is a privately-held innovation consulting firm based in New York and London. New TSI logo inspired by arrow logo shape. The concept is to elevate their confidence and build success.
Originated in Shanghai in the 1920s, Feiyue is a sneaker brand originally produced by DaFu Rubber Factory, is now owned by a French company. Feiyue literally means “Flying Forward” in Chinese.
The logo consists of "two central lines leading off into an infinite point on the horizon," symbolizing this "luxury performance brand's desire to be always looking forward— to new horizons, to infinity."
At Village Bank, the company believes that you are a neighbor, not a number. When up site down the logo, it gives the feeling that everything goes top.
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Zenith Bank is a Nigerian multinational financial services provider. New TSI logo inspired by arrow logo shape. The concept is to elevate their confidence and build success.
RB (Reckitt Benckiser) is a multinational consumer goods company headquartered in England, it was formed in 1999 by the merger of the UK-based Reckitt & Colman plc and the Netherlands-based Benckiser NV. The logo was inspired by a sports kite.
DLF is the largest commercial real estate developer in India. The new logo of the company is represented as DLF in a capital letter followed by a pyramid symbol and a tag line "Building India". So, it uses several triangles to build a large one.
Formed in 1925 by a merger, Caterpillar is an American heavy equipment corporation. The yellow color in the Caterpillar logo represents joy and optimism while the black color stands for excellence and power.
The Superliga is is the highest association football league in Denmark, is now the Danish football championship tournament administered by the Danish Football Association. The logo uses the forward arrow to represent speed.
AMD (Advanced Micro Devices) is an American semiconductor company founded in 1969, is now the second-largest global supplier of microprocessors based on the x86 architecture.
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Launched in 1979, ESPN is a US-based global cable and satellite television channel that focuses on sports-related programming, it is a joint venture between the Walt Disney and Hearst Corporation.The cut between letters in the ESPN have a similar feeling of the new TSI logo.
British Airports Authority, largest UK airport operator. The three triangles in the symbol clearly suggest airport related activities. It shows the energy and movement.
At first glance all you can really notice are the two different colors, but if you look closely you can see an arrow is created between the spaces of the letter "E" and "X", representing the company's forward—thinking ways and outlook towards the future.
Apollinaris is a German naturally sparkling mineral water, owned by Coca-Cola. The logo represents the company's reputation and recognition for excellence and quality and in some senses acts as a quality seal.
Reebok is a producer of athletic founded in 1895, it is a subsidiary of the German group Adidas since 2005. The name inspired by the Afrikaans spelling of rhebok, a type of African antelope or gazelle. Reebok logo shows the power of the company through the triangular shape.
Delta Airlines is the second-largest airline in the world. The triangle is now all red, with one side in slightly darker shade to give the symbol some depth. It is an arrow pointing up. The idea of ascendancy implies flight. The Delta logo conveys meaning on a variety of levelsboth conscious and subconscious.
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Formed in 1996, Linkin Park is an American rock band from Agoura Hills, California. The use of black color in the logo exemplifies the band's elegance and authority.
Accenture is is the world’s largest consulting firm, a multinational management consulting, technology services, and outsourcing company. A “greater-than” symbol is placed above the letter “t” accenting the word as a symbolic expression that points forward to the future. TSI believes our outside is very important.
Good News Community Church is a Christian, evangelical, reformed congregation in the Great Lakes Region of northwest Iowa. New TSI logo inspired by triangle shape. The concept is to elevate their confidence and build success.
Smart is an automobile brand known for its Smart Fortwo, is now a division of Daimler. The Smart logo incorporating the letter “c” for “compact” and an arrow for “forward thinking”.
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IMAGE SOURCES "About Us." The Sharper Image. Retrieved on June 21, 2016.
http://www.practical-wellness-guide.com/physical/ personal-image-and-appearance/
https://www.theodysseyonline.com/lets-talk-aboutconfidence
http://logok.org/tag/triangle-logo/
DESIGN
SHUGUANG GU
CLASS
NATURE OF IDENTITY
INSTRUCTOR
HUNTER WIMMER
SEMESTER
2017 SPRING