HISTORY
C R E AT E D I N 19 21 T O S T O P T H E S P R E A D O F R U S T . C U R R E N T LY H A S M A N Y P R O D U C T S BRANDED FROM HOUSEHOLD TO INDUSTRIAL TO FAS H I O N US E .
PROBLEM
O F ALL R US T- O LE U M ’S B R AN D E D P RO D UC TS , D I R E C T E D T O WA R D S C E R TA I N C O N S U M E R S , R US T- O LE U M HAS YE T TO MAK E A B R AN D E D LINE FOR GRAFFITI ARTISTS.
SOLUTION
C R E AT E A B R A N D L I N E O F R U S T- O L E U M S P E C I F I C A L LY F O R G R A F F I T I U S E A N D BRANDED FOR GRAFFITI ARTISTS. T H E S O L U T I O N M U S T S T AY C L O S E T O T H E R U S T - O L E U M B R A N D C U R R E N T LY RECOGNIZABLE TO CONSUMERS. HOWEVER, IT MUST CHANGE ENOUGH TO NOT OFFEND NON-GRAFFITI BASED CONSUMERS.
EXISTING BRANDS
M O N TA N A G O L D M T N M T N ( M O N TA N A B L AC K ) IRONLAK B E LT O N M O L O T O W ALL CITY
TA R G E T AU D I E N C E
GRAFFITI ARTISTS VA N DA L S A N D A R T I S T S A L L W R A P P E D U P T O G E T H E R . WA N T S O M E T H I N G T H AT R E F L E C T S T H E I R C U L T U R E , B U T U S U A L LY C H OOS E R US T- O LE U M AS A G OO D O LD DE PE N DABLE BR AN D. THEY RISK LIFE & L I M B D A I LY T O E X P R E S S T H E M S E L V E S .
FONT
R E US E TH E FO N T O F R US T- O LE U M ’S CURRENT LOGO. BERHOLD AKZIDENZ GROTESK SUPER CAPS ABCDEFGHIJKLMNOPQRSTUVWXYZ 12 3 4 5 6 78 9
COLORS
PA N TO N E B L AC K WHITE (UNPRINTED) PA N TO N E P 52 - 8 U US E D ACCO R D I N G TO R US T- O LE U M B R AN D GUIDELINES.
LOGO
LOGO
US I N G R US T- O LE U M ’S CU R R E N T LOG O FO N T, A K Z I D E N Z G R O T E S K S U P E R , T H E A I M WA S T O C R E AT E A S I M P L E G R A P H I C , WHICH ALLOWS THE ARTISTS TO EXPRESS T H E M S E LV E S R AT H E R T H A N E N C R OAC H M E N T FROM THE BRAND.
PRODUCT DESIGN
G R AF F ITI AR TIS TS WAN T TO E XP R E SS T H E M S E LV E S , T H E Y D O N ’ T WA N T R U S T- O L E U M T O S H O W T H E M W H AT G R A F F I T I I S . T H U S T H E A I M WA S T O C R E AT E A CAN, WHICH USED RECOGNIZABLE F E AT U R E S O F T H E R U S T- O L E U M B R A N D , B U T AL SO WAS S I M P LE , ALLOWI N G TH E AR TIS TS T O C R E A T E T H E I R O W N I M A G E R Y.
PRODUCT DESIGN
PRODUCT DESIGN
PRODUCT DESIGN
PRODUCT DESIGN
AD POSTERS
G R A F F I T I A R T I S B A S E D O N TA K I N G T H E I DE AS B E H I N D B I LLBOAR DS AN D STR E ET LEVEL ADVERTISEMENTS. THUS A NORMAL A D C A M PA I G N W I L L B E H AT E D BY G R A F F I T I A R T I S TS . T H I S CA M PA I G N I S BAS E D O N P U S H I N G G R A F F I T I A R T I S T S T O VA N DA L I Z E OUR POSTERS WITHOUT TELLING THEM TO D I R E C T LY .
AD POSTERS
AD POSTERS
AD POSTERS
THE BLANK POSTER WILL BE USED AS A C A L L T O AC T I O N T O G R A F F I T I A R T I S T S T H AT THIS IS THEIR BRAND. THE BOTTOM RIGHT LOG O IS COVE R E D WITH A TH I N O I L WA X . T H I S W I L L C R E A T E A L AY E R W I T H D O E S N ’ T H O L D PA I N T, A B OV E T H E L O G O, A L L OW I N G F O R S P R AY O V E R T H E L O G O W I T H O U T C OV E R I N G I T.
R E BR AN DING BY MAR K SE N L AN DAUE R