03
Visual Standards Guide
BOOK 3 THE SHARPER IMAGE VISUA L STA NDA RDS GUIDE
“If you haven't confidence in self, you are twice defeated in the race of life. With confidence, you have won even before you have started.”
—Marcus Garvey
THE SHARPER IMAGE RAISE THE SELT CONFIDENCE OF PEOPLE
TABLE OF CONTENTS OUR NEW DEMEANOR
06
OUR NEW LOGO LOGO ANATOMY CLEAR SPACE ALTERNATIVE VERSIONS DIMENSION RESTRICTION IMPROPER LOGO USAGE LOGO USAGE
OUR NEW LOOK
22
COLOR PALETTE TYPOGRAPHY STANDARDS STATIONARY SYSTEM
FUTURE EXTENSIONS PROJECTION CHART BRAND EXTENSIONS
32
O0.
TABLE OF CONTENTS
30 THE SHARPER IMAGE
01.
OUR NEW DEMEANOR OUR NEW LOGO
08
LOGO ANATOMY
10
CLEAR SPACE
12
ALTERNATIVE VERSIONS
14
DIMENSION RESTRICTION
16
IMPROPER LOGO USAGE
18
LOGO USAGE
20
31 VISUAL st GUIDE
O1.
OUR NEW DEMEANOR
08 THE SHARPER IMAGE
OUR NEW LOGO
Our new logo has 2 components that are symbol and logotype. The concept of our new logo is extracted from our brand soul: Raise the self confidence of people. The moving upward arrow represents leading people to a higher lever. The bold typeface can also show the power and strength of people.
Symbol
Logotype
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LOGO ANATOMY
SYMBOL TSI +
Our new symbol is created by a combination of an arrow shape and acronyms. It is all created by geometric shapes.
3.5X
Acronyms
Arrow
10X
。 45 X 4.5X
。 45 0.5X
X
X
6X
X
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LOGOTYPE The logot ype originally star ted with the t ypeface Gotham. The "T", "S" and "I" in the logotype are chosen to show the principle from the symbol. Adding an arrow to make it appear more cohesive with the symbol. In addition, we made slight adjustments to achieve better balance in details.
16.25X
。 45
。 45 X
0.6X
X
0.25X
12 THE SHARPER IMAGE
CLEAR SPACE To ensure the visual system of TSI logo is consistent, it needs clear space whenever use the TSI logo. There should not be any other elements in the space area.
X
14.5X
6X
6X
X
14.5X
X
16.25X
X
X X
X X
X
16.25X
X
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X
14.5X
6X
6X
2X
2X
X X
X
X
16.25X
X
14 THE SHARPER IMAGE
ALTEERNATIVE VERSIONS
The new logo of The Sharper Image has three variations: signature, symbol and logotype. These different combinations follow the Visual Standards Guideline.
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SIGNATURE
SYMBOL
LOGOTYPE
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DIMENSION RESTRICTION
The logo must always be displayed at a size large enough to read both the logotype and the registered trademark.
HEIGHT
10M
1M
5CM
1CM
SIGNATURE
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SYMBOL
LOGOTYPE
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IMPROPER LOGO USAGE The new logo of The Sharper Image has certain way to be presented. Here is some example of logo misuse. None is acceptable.
Do not stretch the logo.
Do not rotate the logo.
Do not use shadow.
Do not outline the logo.
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Do not gradient the logotype.
Do not fill the logo with imagery.
Do not change the logotype.
Do not change the position.
Do not crop the logo.
Do not add blur effects to the logo.
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LOGO USAGE For some cases, our logo needs to be place on a background that is not white. Incorrect color may be hard to show our logo clearly. Below are examples for colored background.
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02.
OUR NEW LOOK COLOR PALETTE
24
TYPOGRAPHY STANDARDS
26
STATIONERY SYSTEM
28
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O2.
OUR NEW LOOK
24 THE SHARPER IMAGE
COLOR PALETTE Bright orange and dark blue are our primary colors for identity.The bright orange and dark blue give the confident, postive, and power emotions that we hope to bring to our clients.
PRIMARY COLORS
PANTONE 152C
PANTONE 7547C
RGB 237 / 108 / 0
RGB 5 / 26 / 55
CMYK 0 / 70 / 100 / 0
CMYK 99/ 86 / 47 / 58
HEX ec6c00
HEX 051a37
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SECONDARY COLORS
PANTONE BLACK C
PANTONE 642 C
RGB 0 / 0 / 0
RGB 210 / 220 / 220
CMYK 0 / 0 / 0 / 100
HEX 000000
CMYK 20 / 10 / 10 / 0
HEX d2d9d9
26 THE SHARPER IMAGE
TYPOGRAPHY STANDARDS Type plays an important role in the identity system of The Sharper Image. The chosen typeface for our new The Sharper Image is Blender Pro and PT Sans.
BLENDER PRO FAMILY (TITLE / SUBTITLE)
Blender Pro Book
Blender Pro Book Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890.,;!/@"%?
1234567890.,;!/@"%?
Blender Pro Medium
Blender Pro Medium Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890.,;!/@"%?
1234567890.,;!/@"%?
Blender Pro Bold
Blender Pro Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890.,;!/@"%?
1234567890.,;!/@"%?
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PT SANS FAMILY (BODY TEXT / CAPTION)
PT Sans Regular
PT Sans Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890. ,;!/@"%?
1234567890.,;!/@"%?
PT Sans Bold
PT Sans Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuv wxyz
abcdefghijklmnopqrstuvwxyz
1234567890.,;!/@"%?
1234567890.,;!/@"%?
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STATIONERY SYSTEM
The stationery set shows how to apply different colored logos on different colored background.
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30 THE SHARPER IMAGE
03.
FUTURE EXTENSIONS PROJECTION CHART
34
BRAND EXTENSIONS
36
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O3.
FUTURE EXTENSIONS
34 THE SHARPER IMAGE
PROJECTION CHART Following the new mission statement of the brand that helping individuals elevate their confidence and build success. There ia a list of eighteen potential ideas that will represent The Sharper Image brand extensions. All deliverables will fall into these two directions.
AP-1 WE-2 AP-5
FI-3
PR-2
WE-3 PR-1
AP-4 FI-1
APPEARANCE
PR-3
ABILITY
PR-4 WE-4
AP-3
FI-4
PR-6
AP-2 WE-1
FI-2
THE SHARPER INDIVIDUAL
PR-5
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01. DIVISION
02. DIVISION
PROFESSIONAL
APPEARANCE
PR-1
TSI Career Planning
AP-1
TSI Styling Workshop
PR-2
TSI Interview Training
AP-2
TSI Tech Wear
PR-3
TSI Professional Presentations
AP-3
Men’s Fashion Website
PR-4
Building Better Relationship
AP-4
Sharper Image Magazine
PR-5
TSI Self-Development
AP-5
TSI Hair Salon
PR-6
TSI Social Skill Training
04. DIVISION
03. DIVISION
WELLNESS
FINANCE FI-1
TSI Support Center
WE-1
TSI Mindfulness
FI-2
TSI Transformation Lectures
WE-2
TSI Fitness and Appearance
FI-3
TSI Financial Literacy
WE-3
Self Management App
FI-4
TSI Finance Service
WE-4
TSI My Space
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BRAND EXTENSIONS PROFESSIONAL
FINANCE
TSI Career Planning
TSI Support Center
Today's economy demands a proactive approach to managing people’s careers and preparing for the future. TSI helps people to systematically think through their opportunities and identify their best career path.
TSI helps people look better and shows them how to reach the next level. We support any kind of situation they meet in life.
TSI Interview Training TSI coach conducts a simulated job interview with clients to make the right impression in an interview.
TSI Professional Presentations
TSI Transformation Lectures TSI invite influential guests who have elevated confidence to give a lecture about their stories and how to build success.
TSI Financial Literacy
TSI pressional presentation is the courses that help people discover how to communicate with charisma and power, and to be an engaging and charismatic communicator.
TSI Financial Literacy is an engineering program that focus on financial education. TSI provides full-time training. The lesson plans are designed to motivate participants to take positive action toward improving their financial situation.
Building Better Relationship
TSI Finance Service
TSI offers relationship advice on how to become the man a woman would admire. TSI helps men learn how to interact with women and to use that knowledge to make meaningful changes that enhance their impact and success.
TSI provides exclusive financial service to help people in business. We offer many benefits for supporting them to manage their finances.
TSI Self-Development Most of us have some awareness of how others see us. TSI helps people to learn how others see them through testing and analysis, and then finding their blind spots to improve their self-awareness.
TSI Social Skill Training TSI has training for better first impressions, communication, and interpersonal skills. It includes posture, body movement and eye contact.
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WELLNESS
APPEARANCE TSI Styling Workshop
TSI Mindfulness
TSI offers a stylist-matching service that pairs you with a personal stylist who gives you styling and fashion choices.
TSI provides meditation class to help people to over-ride their ego and find self-confidence.
TSI Tech Wear
TSI Fitness and Appearance
TSI offers special tech clothing for people to build cutting-edge appearance.
Fitness training is one answer to creating people power image. It gives people a confident walk that people find appealing. TSI is a place where there are various kinds of fitness routines for people to choose.
Men’s Fashion Webite TSI is an online men's web portal to help guys become better men from discovering new products and trends to getting advice on dating, fitness, grooming and more.
Sharper Image Magazine Sharper Image Magazine focuses on style guides that provides fashion tips, trend reviews, what to wear, dressing style for men, and offers real-world style solutions that help men get the most out of their clothes.
TSI Hair Salon According to people's personal image, TSI Hair Salon adjusts their hair styles. And TSI will make people confident with their new haircuts.
Self Management App An self-discipline app that helps people make a healthier schedule. It contains efficent time management and body nutrition control.
TSI My Space TSI My Space is a perfect place where people can hold their meeting, events, and workshops.
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PR
FI
AP
WE
TSI STYLING WORKSHOP TSI offers a stylist-matching service that pairs you with a personal stylist who gives you styling and your fashion choices.
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PR
FI
AP
WE
BUILDING BETTER RELATIONSHIP TSI offers relationship advice on how to become the man a woman would admire. TSI helps men learn how to interact with women and to use that knowledge to make meaningful changes that enhance their impact and success.
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PR
FI
AP
WE
TSI TRANSFORMATION LECTURES TSI invite influential guests who have elevated confidence to give a lecture about their stories and how to build success.
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PR
FI
AP
WE
TSI MINDFULNESS TSI provides meditation class to help people to over-ride the ego and find they self-confidence. Learning to meditate can help people build their selfconfidence levels up. In our lives, many people suffer from low self-esteem because they are unable to manage negative emotions. Meditation will help people clear away these feelings and restore their sense of balance.
45 V I S U A L S TA N D A R D S G U I D E
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PR
FI
AP
WE
TSI SOCIAL SKILL TRAINING TSI has training for better first impressions, communication, and interpersonal skills. It includes posture, body movement and eye contact.
47 V I S U A L S TA N D A R D S G U I D E
48 THE SHARPER IMAGE
PR
FI
AP
WE
TSI FITNESS AND APPEARANCE Fitness training is one answer to creating people power image. It gives people a confident walk that people find appealing. TSI is a place where there are various kinds of fitness routines for people to choose.
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PR
FI
AP
WE
tsi career planning Today's economy demands a proactive approach to managing people’s career and preparing for the future. TSI helps people to systematically think through their opportunities and identify their best career path.
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PR
FI
AP
WE
TSI FINANCIAL LITERACY TSI financial literacy programs are interactive and engaging. The lesson plans are designed to motivate participants to take positive action toward improving their financial situation. TSI personal finance course uses practical learning to the participants gain the benefits of improving their financial situation.
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PR
FI
AP
WE
TSI MY SPACE TSI My Space is a place where people can hold their meeting, events and workshops. TSI My Space provides a perfect atmosphere and collaborate environment.
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10 THE SHARPER IMAGE
IMAGE SOURCES http://www.publicsectorexecutive.com/Comment/ developing-public-leaders-of-the-future
https://enterprisematters.blogs.xerox.com/2012/06/05/ what%E2%80%99s-your-favorite-way-to-communicate/#. WR1sLBMrLq0
https://enterprisematters.blogs.xerox.com/2012/06/05/ what%E2%80%99s-your-favorite-way-to-communicate/#. WR1sLBMrLq0
https://expertbeacon.com/strategies-owning-yourcareer-and-obtaining-your-career-goals#.WR1tPRMrLq0
https://en.wikipedia.org/wiki/The_Sharper_Image
http://archives.sfweekly.com/sanfrancisco/richardthalheimer-founder-of-sharper-image-talks-for-the-firsttime-about-his-ouster/Content?oid=2164838
http://www.executivestyle.com.au/ten-workplace-bodylanguage-mistakes-372qp
http://www.rd.com/advice/work-career/body-languagejob-interviews/
11 V I S U A L S TA N D A R D S G U I D E
DESIGN
SHUGUANG GU
CLASS
NATURE OF IDENTITY
INSTRUCTOR
HUNTER WIMMER
SEMESTER
2017 SPRING