[Student Project] Visual Standards Guide: Seventeen (GR604) by stacyvv94

VISUAL STANDARDS GUIDE

A rebranding project of Seventeen teen magazine

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Visual Standards Guide

A rebranding project of Seventeen teen magazine

Published by Wei (Stacy) Huang, 2019 For the Academy of Art University MFA Graphic Design Course: GR 604 Nature of Identity, Spring 2019

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Contents Our History

01/2

Inspiration

Logo Standards

02/1

Our New Logo

02/2

Logo Anatomy

02/3

Clear Space

02/4

Logo Variation

02/5

Logo Sizing

02/6

Unacceptable Uses

Visual System

03/1

Color Standards

03/2

Typeface Standards

Our Future

04/1

Our New World

04/2

Future Expansion

V I S UA L STA N DA R DS G U I D E

01/1

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Brand Overview

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GRR660044 // G NTTEEEEN N RREEBBRRAAN ND DIIN NG G PPRRO OJJEEC CTT SSEEVVEEN

“

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Let’s unlock the intelligence, passion, greatness of girls.

—Leymah Gbowee Peace Activist, Nobelist, Women’s Rights Advocate, Founder and President of Gbowee Peace Foundation Africa Monrovia, Liberia

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Brand Overview

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Our History

01/2

Inspiration

01/1

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SE V E N T E E N R E B R A N D I N G P R OJ ECT

OUR HISTORY

Overview

Seventeen is the largest monthly teen media brand, reaching more than 22 million readers in print, online and socially every month. For nearly 75 years, Seventeen has helped generations of girls navigate the tricky terrain of adolescence by delivering the latest news on activism, health, fashion and beauty, entertainment, relationships, identity and sexuality. Seventeen spotlights and supports teens, including their voices both in-book and online, and provides actionable advice to help them through the big moments of their lives. Delivering everything they need right to their fingertips, Seventeen boasts 5.8 million Facebook fans, 1.4 million Twitter followers, 1.2 million Instagram followers, 1 million YouTube subscribers, 2 million TikTok followers and nearly 1 million daily Snapchat Discover readers. Seventeen publishes six print issues each year, including a special prom edition, and publishes an international edition in Mexico. Seventeen is published by Hearst Magazines, a unit of Hearst, a leading global, diversified media, information and services company.

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The new Seventeen helps teen girls overcome difficulties and build self-confidence, and encourages them to be resourceful, confident and hopeful.

01/2

INSPIRATION

logos may be used. In addition, the logo may be produced as a blind emboss/deboss, or as a white or clear foil stamp. Logo Usage: On Backgrounds When positioning the logo on a colored background, the value of the background determines how the logo is used. When positioned on a colored background, the logo should appear in solid black or reversed out to white. USE POSITIVE LOGO POSITIVE LOGO FOR 40% BLACK OR LESS

Color Palette

Before we start to create our own visual standards guide, it is always a good idea to be aware of what other brands are doing, and get some inspiration from them.

Pantone® Cool Gray 11

Pantone® White

Pantone® Hexachrome Black

C0:M2:Y0:K68 R113:G112:B116 #717074

C0:M0:Y0:K0 R255:G255:B255 #ffffff

C0:M0:Y0:K100 R0:G0:B0 #000000

USE REVERSE LOGO REVERSE LOGO FOR 41% BLACK OR GREAT

40% or less

41% or greater

norway | expo | elements, formats & type nnorwayn

nnn

Quadrate or slightly rectangular formats nnorwayn

VMware

Use positive logo and use reverse logo rules. nnn

nnorwayn

Very wide formats n

norwayn

norway

rotate 90° —›

‹— resize 50%

resize 50% —›

‹— rotate 90°

C O R P O R AT e B R A n d G U i d

Wide formats - alt. 1

n norway

nnorway

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nnorwayn

‹— rotate 90° and 3x ‹— same size

rotate 90° —›

‹— rotate 90°

Wide formats - alt. 2

n norway

‹— rotate 90°

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rotate 90° —›

Norway

Elements, formats and type

Wide formats - alt. 3 placement guideline.

rotate 90° —›

n norwayn n

nn norway

‹— rotate 90°

norway | expo | rectangular & circular elem

We have established various minimum sizes for our signature to help it stand out as muc shown here should accommodate most applications and reproduction techniques, make than what can be clearly executed. Applications such as the Web, signage or merchand

PRIMARY

ertical local identifier lockup. The local identifier can extend to maximum three lines

s not rea

location name does not go beyond this area

Way

andards

uide and the ided. This way, creating the very layout.

1/2 U 1/2 U 1/4 U 1/2 U

1”

The local identifier may be decreased in size to fit in the designated area when it extends slightly beyond the width of the brandmark.

location name does not go beyond this area

United Way of Metropolitan Dallas

Signatures

white box

1/2 U 1/2 U 1/4 U 1/2 U

ALTERNATE

United Way of Summit, New Providence & Berkeley Heights

.75”

(FOUR-LINE SYMBOL)

United Way of Grant, Hardy & Pendleton County

1.2

Signature system white box

Wave Graphic A signature shape called the “wave” serves as a visual differentiator and uniquely identifies all Mennonite Church USA communication devices. This shape can be filled with color chosen from the color palette, contain type, or be used as a mask over photography.

Specifications for vertical United The Nexstar signature and logo can be local identifier lockup. Way created with or without Nexstar’s url.

SEAGATE

Whenever we create Nexstar’s signature or logo, we need to use this style guide and use the versions outlined below.

Minimun size for both primary and alternate signature.

The wave has been created by mimicking the curve of the dove symbol. It is a subtle and unique reminder of MC USA visual identity. Only the pre-defined wave shape below may be used. Use the wave graphic sparingly and wisely.

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BRAND IDENTITY STANDARDS.

Signature

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Signature with url locked up

www.nexstarhome.com The wave signature

shape is derived directly from the curved shape in the dove symbol. It is intended to be featured prominently in all communications pieces.

www.nexstarhome.com Star symbol with url locked up

APRIL 2007

The wave must always appear according to its standard “plot.” For this reason, never attempt to redraw the wave. Templates are available in Illustrator EPS format.

Star symbol

Nexstar

Mennonite Church USA

Signature system variation for the future usage. 20

Wave graphic is derived from brand’s logo mark.

Mennonite Church USA Visual Identity Standards

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Logo Standards

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02/1

Our New Logo

02/2

Logo Anatomy

02/3

Clear Space

02/4

Logo Variation

02/5

Logo Sizing

02/6

Unacceptable Uses

36 19

02/1 SE V E N T E E N R E B R A N D I N G P R OJ ECT

OUR NEW LOGO

We use positive space to form the shield and use negative space to indicate our brand 17. This leads the audience’s visual flow from shield to 17. The shield is a first hook to understand the meaning of the brand—confidence and security— followed by recognition of the number 17, the brand name.

Symbol Logo

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Logotype

We use a shield as the main element to convey the idea of helping teen girls clear the barriers on the road to growing up, and give them a sense of security, so they can gain confidence accordingly.

Shield

Confidence and security

Brand Seventeen

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Our new logo was inspired by the idea of bravery, which combines the two ideas of overcoming difficulties and gaining confidence.

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V ORLT. 0 033 // PA

GUUI IDDEE VVI ISSUUAALL SSTTAANNDDAARRDDSS G

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PA V ORLT. 0033 //

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Considering proportion and symmetry, our new logo has been meticulously calculated and crafted to be well balanced with consistent curves and arcs.

Detail 01

The point of the mark is formed by two concentric circles.

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LOGO ANATOMY

Detail 02

The structure of the mark is based on an inverted equilateral triangle.

Symbol

Our symbolâ&#x20AC;&#x2122;s structure is based on an inverted equilateral triangle; the two upper points of the triangle correspond with the centers of two overlapping circles.

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15X

13X

X= Diameter of the circle 21X

Logotype

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Typeface: Gotham condensed bold

Apply circles and lines to modify the typeface.

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Trim completely.

Final logotype

Our logotype was modified from Gotham condensed bold, which delivers a feeling of stability and solidity, but also looks contemporary and not old fashioned.

We modified all the lettersâ&#x20AC;&#x2122; right hand corners from straight corners to rounded, which delivers a sense of softness and femininity, but kept the rest of the sharp corners to show contrastâ&#x20AC;&#x201D; teen girls are caring and affectionate, but also powerful and confident.

Letter ‘E’

In addition, we did two tricks with the letter ‘E’. The arm on the ‘E’ has been detached to suggest the shield shape. It is detached to reflect the separation of the numbers 1 and 7 in the logo. This matched the treatment of the logo mark.

The process of modifying E’s arm

Step 01

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Trimmed according to a perfect circle.

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1/6X

Step 02

Cut = 1/6X

02/3 CLEAR SPACE

There must always be sufficient space surrounding the logo to avoid competition from other visual elements and to maintain its visual impact.

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Vertical lock up

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Logotype

2X 2X

The minimum required clear space is defined by the measurement â&#x20AC;&#x153;Xâ&#x20AC;?, as shown. This measurement is equal to the width of the top stroke in our symbol.

2X Horizontal lock up

Symbol

2X 2X

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02/4

Composition Variations

Our logo can be used in different ways as per the given format. The following are the variations of our logo that are accepted. Our logo system includes vertical lock up, horizontal lock up, symbol, and logotype.

Vertical lock up

The vertical lock up logo is the preferred version which should be used whenever possible. It can be replaced only for special sizes mentioned below.

Horizontal lock up

The horizontal lock up should be used only when the space dictates that the vertical usage is not possible.

Symbol

The symbol may be used separately in context where Seventeen need to be shown in an abstract way. Symbol can be used to promote the brand merchandise and for digital presence like App icon.

Logotype

The logotype can be used where the symbol is not absolutely necessary or canâ&#x20AC;&#x2122;t be legibly reproduced.

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LOGO VARIATION

Color Variations

Full color

These are the correct color variations for the logo usage. Adhering to these guidelines is necessary for clarity and legibility.

This is the color version of our logo. It should be used whenever brand communication is produced in full color. Alternatives

This is the black and white version of our logo. This should be used when we need to show our logo in single color. This application is only for white or light colored backgrounds.

Reversed

This is the reversed version of our logo. Itâ&#x20AC;&#x2122;s crucial to follow this version whenever our logo needs to be produced on dark backgrounds.

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Black and white

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(See specific usage at 03/1 )

02/5 LOGO SIZING

We have established various minimum sizes for our logo to help it stand out as much as possible.

Vertical lock up

0.5–1 inch (Height)

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1 inch & above (Height)

0.25–0.5 inch (Height)

0.25 inch (Minimum)

While the minimum sizes shown here should accommodate most applications and reproduction techniques, make sure that our logo is never smaller than what can be clearly executed. Applications such as the Web, signage or merchandise may require larger sizes.

Horizontal lock up

Symbol

The vertical lock up logo should not be used at less than 0.5 inch in height, the horizontal lock up logo should not be used at less than 0.25 inch, the symbol canâ&#x20AC;&#x2122;t be used at less than 0.25 inch and avoid using the logotype at less than 0.25 inch.

Logotype

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02/6

UNACCEPTABLE USAGE

Don’t add anything

Don’t stretch the logo

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We illustrates what not to do with the Seventeen logo. Remember, combinations of logo outside of those outlined in this style guide should not be created. Following these graphic standards will ensure Seventeen has a consistent, recognizable identity.

Don’t use gradient effects

Don’t make it a transparency

Don’t rotate it

Don’t use drop shadows

Don’t render it in 3-D

Don’t change the proportions

Don’t alter the perspective

Don’t outline it

Don’t alter the shape of the logo in any way

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Don’t use other colors

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Visual System

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Color Standards

03/2

Typeface Standards

03/1

COLOR STANDARDS

For ease of use, every color is stated in CMYK, RGB and PANTONE PMS. It’s important to note that the colors represented electronically are only an approximation. RGB color values have been provided for on-screen use such as PowerPoint® presentations and the web. Please note that colors may appear different depending on specific monitor settings.

Our primary colors are strong and straightforward—confident coral, hopeful lark and resourceful turquoise. These colors are the core palette and must be used whenever necessary. These core colors have been broken down in tints that can be used as support or secondary color palette.

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Primary

Confident Coral

Tint 100%

Hopeful Lark

Tint 100%

Resourceful Turquoise

Tint 100% 40

Secondary PMS

P 48-6C/U

C M Y K

0 75 65 0

R G B

213 102 88

PMS

P 14-6C/U

C M Y K

0 25 70 0

R G B

254 196 101

PMS

P 121-14C/U

C M Y K

80 10 30 0

R G B

0 168 181

Tint 20%

Tint 15%

Tint 20%

Use of Color

The color specifications were developed to add flexibility and protect the appearance of the logo. Follow the rules below in handling the Seventeen logo.

Background

Logos must always appear clearly and legibly on their background. The examples below show various background treatments for the Seventeen logo and the preferred color application of the logo.

The preferred form of the Seventeen logo is two-color (colored symbol and black type) on a white background.

Alternative 01

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Use this version all the time.

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Main logo

Use this version in social settings with main logo.

Alternative 02

Use this version in educational settings with main logo. 41

03/2

TYPEFACE STANDARDS

Typefaces play an important role in Seventeen Re-branding Project. They must be used consistently along with other visual elements such as the symbol, logo, color and publication formats to create and maintain the brand’s “new look.”

SE V E N T E E N R E B R A N D I N G P R OJ ECT

Type 01

Gilroy Designers Publisher Debut

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Primary

Radomir Tinkov Radomir Tinkov July, 2016

Gilroy is our primary typeface, from headers, subhead to quotes. It is a modern sans serif with a geometric touch. It creates a positive and bold feeling, which fits our brand soul—building self-confidence for teen girls.

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Gilroy, the modern sans serif with a geometric touch.

4433

Use of Weights

We primarily use two weights in our system: Light and Extra Bold.

SE V E N T E E N R E B R A N D I N G P R OJ ECT

Light

Upper Case Lower Case Figures Punctuation

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Extra Bold

Upper Case Lower Case Figures Punctuation

A BCD E FG HI J KLM NO PQ RST U V W XYZabcdef g h ij k lm no pqrs t uvwxyz 123 45 678 9 0 ()[]&?! ., :; c_’ /<>+ = @# $ % ^&*{ } \” ” ~` A B CDEFGH IJKL MN O PQRST UV WXYZabcdef g hijk lm nopqrs tu v wxyz 123 45 67890 ( )[]& ?!., :; c_’ /<>+= @ #$ %^& *{ } \” ” ~ `

Use of Type

Use of appropriate type styles and sizes is critical to readability and uniformity.

Headline U/l Case 72/72 +10 Tracking

(Use Lorem Ipsum as sample text)

Folio All Caps 6/8 +150 Tracking

SUBHEAD

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

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Quotes U/l Case 36/38 +10 Tracking

Headline

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Subhead All Caps 24/28 +10 Tracking

As a general rule, a sans serif face (Gilroy for example) is highly appropriate for headlines, subheads and other applications that contrast with body copy.

F O L I O I N F O R M AT I O N

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Type 02

Archer Designers Publisher Debut

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Secondary

Tobias Frere-Jones Jonathan Hoefler Hoefler & Frere-Jones 2001

Archer is our secondary typeface, mainly for body copy purpose. It is Sweet but not saccharine, earnest but not grave, Archer is designed to hit just the right notes of forthrightness, credibility, and charm, which reinforces our brand keywordsâ&#x20AC;&#x201D;resourcefulness and hopefulness.

VVO OLL.. 0033 //

VVIISSU UAALL SSTTAAN ND DAARRD DSS G GU UIID DEE

Archer, the colorful slab serif.

47 47

Use of Weights

We primarily use two weights in our system: Book and Bold

SE V E N T E E N R E B R A N D I N G P R OJ ECT

Book

Upper Case Lower Case Figures Punctuation

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Bold

Upper Case Lower Case Figures Punctuation

AB CD E FGH I JK LMNO P QRSTUVWXYZ ab cd e f g h ij klmnop qr s t u vwx yz123 4567890 ( ) []& ? ! .,:;c_’/<>+= @# $%^& *{}\” ” ~ ` A B CDEFG HI J K LM N O P Q R STUVWXYZab cdef g hij k l mno pq rs t uv w x yz1234567890 ( )[]& ? !.,:;c_’/< > += @ #$ %^& *{}\” ” ~`

Use of Type

Use of appropriate type styles and sizes is critical to readability and uniformity.

Body Copy (highlight) U/l Case 8/12 +30 Tracking

(Use Lorem Ipsum as sample text)

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus varius ac ex sed porta. In in lectus ex. Vestibulum non blandit augue, non sodales odio. Sed ut nulla vel lectus pulvinar fermentum vitae sit amet quam. Aenean tempor mi turpis, ullamcorper tempor est dictum et. Morbi interdum pellentesque magna, sit amet dapibus tortor pellentesque sed. Ut ut molestie ex, et bibendum eros. In eros turpis, pulvinar eget ornare et, hendrerit in dolor. Ut ipsum mi, laoreet rhoncus pulvinar vel, dapibus non tortor. Ut ullamcorper dolor massa, eget ultricies risus consequat id. Nam tristique nec leo id congue. Proin non hendrerit eros, a tristique sapien. Integer velit justo, rhoncus sed lectus eget, viverra fermentum justo. Fusce pretium dictum massa, in dignissim justo lobortis vitae.

V I S UA L STA N DA R DS G U I D E

Body Copy U/l Case 8/12 +30 Tracking

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(Use Lorem Ipsum as sample text)

As a general rule, a serif face (Archer for example) is more readable in large blocks of text. The minimum type size for body copy in publications is 8 point.

Sed malesuada, magna eu interdum pellentesque, tortor neque lobortis urna, ac tempor urna purus nec nisi. Proin non sapien nec metus semper accumsan. Nam bibendum in nunc sed pharetra. Nulla quis laoreet odio. Ut id mi eget ligula pretium dapibus quis eget elit. Sed pretium arcu a urna volutpat pellentesque. Sed venenatis, arcu at luctus maximus, arcu nisi auctor arcu, ut faucibus elit eros at ex. Sed at turpis eget sem viverra blandit sollicitudin id enim. In elementum efficitur sapien, sit amet lobortis nulla bibendum non. Praesent eget congue purus. Pellentesque iaculis, tellus vel rutrum blandit, arcu lectus consequat magna, quis interdum tortor odio et neque. In sed nisi sit amet est fringilla rhoncus in eget dolor. Mauris venenatis nulla a elementum posuere.

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Our Future

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04/1

Our New World

04/2

Future Expansion

04/1

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OUR NEW WORLD

As we have developed an identity to secure our appearance in the future, it is even more important to know where our brand will be and what it will be doing in the future.

The following chart and lists show the possibilities for our future. These realizations come in many different categories and forms.

Products

Experiences

Time of Month App

17 Sidewalk Sales

Ex1

Hey 17 Podcast

You Lead

Ex2

Self-Help Set

17 on Stage

Ex3

Self-Reliance Test

Ex4

Services 04

Talk to Us

Tick Tock Talk

Run with Me

Education 07

17 Super Teen

Ed1

U Can Do It

Ed2

Love or Infatuation

Ed3

Co-branding 10

Teen Corner

Co1

Teenpedia

Co2

Events 16

17 Talks

Ev1

Money Wise Workshop

Ev2

Speak Out Workshop

Ev3

Keep Calm Workshop

Ev4

U R the Best Workshop

Ev5

17 Film Fest

Ev6

Story Share

Ev7

Find a Role Model

Ev8

17 Gratitude Day

Ev9

Personal Development

Intellectual Development

Social Interaction

Building Self-Confidence Chart

Based on our mission, we will focus on helping teen girls overcome difficulties and build confidence through three perspectives: Personal, intellectual and social.

Personal Development VOL . 03 /

Ev5 Ed1 S3

V I S UA L STA N DA R DS G U I D E

S1 P1 P2 Ed3

Ev6

Ex4

Ev4

Ev1 Ex1

Intellectual Development

Co1

Ev3

Social Interaction

P3 S2

Ex3

Ex2 Ed2 Co2

Ev2

Ev9

Ev7 Ev8

Time of Month App Track menstrual cycle and make sure every period is under control.

This app helps teen girls track their menstrual cycle month by month, and helps them get to know more about their body, and to get through puberty. This app gives them a sense of security, while letting them get a sense of control during puberty, helping them gradually build confidence.

The Time of Month App reinforces our mission of building teens’ confidence by giving a sense of control over their menstrual cycle.

LIKE My Flo Period Tracker, My Period Calendar

Products

BUT Time of Month App targets teen girls specifically to help them track their period and provide suggestions for vaginal health.

Talk about changes during puberty and provide related solutions.

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Hey 17 Podcast

This podcast that provides a lot of information that teen girls need to know, like, how to control weight, how to stop being so sad, how to deal with puberty, etc. Also, it talks about the reasons why teens change in puberty and provides them related solutions, so they can apply what they have learned to their lives. LIKE Youth Radio, Dear Hank and John

Products

BUT Hey 17 Podcast mostly offers topics and themes that relate to promoting self-confidence in teen girls.

Self-Help Set Quick way to find solutions to problems.

This self-help set contains study sheets called “Young Girls Common Questions” and worksheets “quizzes”. Whenever they run into problems, they can quickly and easily find solutions from the study sheets, and enhance their knowledge by working on some fun quizzes that relates to their problems. LIKE How to Cook What You Want to Eat, The Self-Esteem Workbook

Products

BUT Self-Help Set is not just a book, but complementary materials to Teenpedia. LINK TO Co2_Teenpedia

The Hey 17 Podcast provide factual knowledge about puberty which fulfills our mission of helping teen girls overcome emotional difficulties.

The Self-Help Set let teen girls find solutions on their own and enhances their knowledge in a fun way which highlights our keyword, resourcefulness.

Talk to Us We listen to you and help you anytime anywhere.

By using this counseling service, teen girls can make a phone call to advisors to talk about their problems and confusion whenever they need to. This is a one-to-one service, so they can talk about anything that makes them unhappy, anxious, sad and frustrated without any fear. The advisors will give them emotional and practical support. LIKE

The Talk to Us service reinforces our mission of helping teen girls overcome their difficulties by offering professional emotional and practical support.

ChildLine, Teen Counseling

Services

BUT Talk to Us service not only help them solve problems, but also give them a lot of encouragement and inspiration. LINK TO Ev5_U R the Best Workshop

Tick Tock Talk

The Tick Tock Talk service teaches teen girls effective time management, which underscores our keyword of resourcefulness.

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Control your life by managing your time.

This service helps teen girls manage their time in an effective way and helps them easily and definitively meet their goals. Time management professionals will meet teen girls face to face, and analyze their situations and help them find the best way to manage their time. Teen girls will feel less stressed about their school life.

Udemy, Academic Coaching

Services

BUT situations to personal advisors face to face and formulate the best solutions for them.

Run with Me Keep a healthy and positive attitude towards difficulties. Services

This service offers female coaches who will accompany teen girls running together in order to keep a healthy body and a positive mind. Girls can choose a time section online that works best for them and give a call to â&#x20AC;&#x2DC;Run with Meâ&#x20AC;&#x2122;, and coaches will come over to their selected location and run with the girls. Coaches usually give a lot of encouragement to them if they want to give up along the way.

The Run with Me service highlights our keyword of hopefulness by helping teen girls develop a healthy body and a positive mind.

V I S UA L STA N DA R DS G U I D E

Tick Tock Talk service allows teen girls talk about their

LIKE Teens Run DC BUT Run with Me offers private female coaches to run with teen girls together to encourage them all the time and never give up.

17 Super Teen You can protect yourself with strong skills.

This training class teaches teen girls a series of self-defense skills and how to protect themselves in different dangerous situations. By taking this class, teen girls will learn the importance of self-defense, and how to gain a sense of security by using self-defense skills when they need to. LIKE

The 17 Super Teen training emphasizes our mission of building teensâ&#x20AC;&#x2122; confidence by training them to protect themself.

Krav Maga SF, Modelmugging

Education

Ed1

BUT 17 Super Teen only targets teen girls, and teach them how to protect themselves under any dangerous circumstances

You can get better grades in school with our help.

SE V E N T E E N R E B R A N D I N G P R OJ ECT GR604 /

U Can Do It

Education

Ed2

This tutoring program will collaborate with local middle schools and high schools, and give those students who need extra help with their homework or school projects a chance to catch up. Instructors will help students identify their problems first, help them solve problems together, and give them similar problems as practice in finding solutions. LIKE Kumon Math and Reading Center of San Francisco BUT U Can Do It program only targets teen girls, and helps them solve problems with school work and helps them overcome particular difficulties they may be having.

Love or Infatuation Understand the true relationship between you and boys.

This after class program will collaborate with local middle schools and high schools. Instructors will help those girls who have a crush on others or who have fallen in love to identify if their relationships healthy or not, and help them build correct mindset and values about love and guide them to make the wise decisions. LIKE

Education

Ed3

IMPACT Personal Safety of Colorado BUT Love or Infatuation program aims to help teen girls build positive mindset towards love.

The U Can Do It tutoring helps teen girls face academic challenges which fulfills our mission of overcoming teen girlsâ&#x20AC;&#x2122; difficulties.

Love or Infatuation highlight our keyword of resourcefulness by helping teen girls build positive and healthy values towards love.

Teen Corner Read with your peers and share knowledge together.

Seventeen will collaborate with local public libraries and create a corner that gathers various books related to promoting self-confidence in teen girls. Librarians also offer them different suggestions and recommendations. In this corner, girls can make friends and share what they have read with each other, and discuss how to practice the principles in the real life.

Teen Corner emphasizes our keyword of resourcefulness by encouraging teen girls to read inspiring books and share with each other.

Co-branding

Co1

Reading Corner in SFPL BUT Teen Corner is to partner with Local Public Library all around the country.

Teenpedia

Teenpedia provides a handy resource for teen girls, which fulfills our mission of overcoming difficulties.

VOL . 03 /

What you need to know about teens is all in here.

Seventeen will partner with Wikipedia and WikiHow to create a new territory named â&#x20AC;&#x2DC;Teenpediaâ&#x20AC;&#x2122; which contains information and issues related to teens. Whenever teen girls feel confused and overwhelmed by the things around them, they can check out this place and easily and quickly find answers instead of waiting for support. LIKE

Co-branding

Co2

Wikipedia

Teenpedia is a new territory of Wikipedia, and it provides information all about teen girls.

17 Sidewalk Sales Sell whatever you like and overcome your introverted personality. Experiences

Ex1

This street-selling experience is a good opportunity for girls to overcome their shyness and nervousness since they need to talk to a lot of strangers and sell their products, like handmade items, home baked good or second hand treasures. This practice can help girls develop their verbal skills and interpersonal skills while they earn extra cash and gain a sense of achievement. LIKE

The 17 Sidewalk Sales experience allows teen girls to develop good interpersonal and verbal skills, which meets our mission of helping them overcome difficulties.

V I S UA L STA N DA R DS G U I D E

BUT

Girl Scouts Cookie Program BUT 17 Sidewalk Sales mostly focuses on helping girls overcome their introverted personalities.

You Lead Everyone has a chance to learn how to lead.

This meeting room is where teen girls can work together on projects and have a chance to practice leadership. Attendees will shift their position every week, so everyone has a chance to learn how to lead and how to be responsible toward team members. Team members will advise the leaders if they lead them off-track, and will discuss how to solve the problems and achieve their goals together.

The You Lead experience helps teen girls develop leadership ability, which fulfills our mission of building teenâ&#x20AC;&#x2122;s confidence.

Experiences

Ex2

Epic Adventures, Leadership Camp for teens BUT You Lead is a place where can help introverted teen girls change and grow and help extroverted teen girls learn and hone.

Show your talents in public.

SE V E N T E E N R E B R A N D I N G P R OJ ECT GR604 /

17 on Stage

This theater club that gathers teen girls together to put on a stage show to highlight their talents and build their confidence. Every teen girl can enroll in this club and have fun with other peers. This club will help teen girls find their talents and strengths to show off to the audience, which will help each one of them recognize their uniqueness and gain confidence from it. LIKE

Experiences

Ex3

SF Youth Theater, Drama Kids BUT 17 on Stage will help teen girls recognize their talents and advantages, and create chances for them to show off.

Self-Reliance Test Learn to live alone and embrace potential challenges. Experiences

Ex4

This adventure allows teen girls to experience living outdoors alone, and try to solve any upcoming problems and difficulties in order to develop their independence. Like, how to cook food by themselves, and how to get fire and get warm at night. They will be prepared and supervised from a distance by a support team. Through this adventure, they will develop their ability solve problems rather than relying on others. LIKE Wilderness Adventures, Outward Bound BUT Self-Reliant Test aims to developing teen girls independency without accompanies.

The 17 on Stage experience highlights our keyword of hopefulness by giving teen girls an opportunity to show their talents and earn a sense of achievement.

The Self-Reliance Test experience reinforces our mission of overcoming teensâ&#x20AC;&#x2122; difficulties by helping them develop independence.

17 Talks

Most life changing Talks for you.

Seventeen will invite many thought leaders to give talks to teen girls to inspire and encourage them to perform better in their situations, and become more confident people. In this talk, women thought leaders will share their life experience and the journey of developing confidence, and how they benefit from being confident women.

The 17 Talks reinforces our mission of building teens’ confidence by presenting encouraging talks and speeches.

Events

Ev1

Ted Talk, 99u BUT 17 Talks mainly focus on inspiring teen girls.

Money Wise Workshop

The Money Wise Workshop underscores our keyword of resourcefulness by teaching teen girls how to make the best use of their money.

VOL . 03 /

Take control of your money and save it to invest wisely.

This workshop teaches teen girls how to stop unnecessary spending, save and use their money wisely to invest in themselves. It’s never too early to become financially responsible. If teens can make the best use of their allowance, it will give them a feeling of controlling life somehow, and help them build confidence before they jump into the real world. LIKE

Events

Ev2

Schwab Money Wise, Money 101

Money Wise Workshop’s mission is to help teen girls gain confidence by mastering their personal finances.

Speak Out Workshop Learn how to speak in public without fear.

This workshop helps teen girls overcome fear of public speaking and gain confidence accordingly. First, in this workshop, students will analyze different reasons for their anxiety, and mirror themselves to dig deeply into the reasons behind their nervousness. Second, students are required to do public speaking one by one, and exchange feedback with each other.

The Speak Out Workshop reinforces our mission of building teen girls’ confidence by encouraging them to overcome fear of public speaking.

V I S UA L STA N DA R DS G U I D E

BUT

Events

Ev3

Toastmasters International, Dale Carnegie Training BUT Speak Out Workshop helps teen girls identify the source of their nerves before they start to practice public speaking.

Keep Calm Workshop Controlling your temper is the first step to maturity.

This workshop sets different role-play and puts teen girls in various stressful situations to practice controlling their tempers. The instructors will teach teen girls the benefits of controlling their tempers, and discuss different options they might take. The role-play include family life, study life, and social life. LIKE

The Keep Calm Workshop teaches teen girls how to handle their tempers rationally, which fulfills our mission of helping them overcome difficulties.

Outschool, Kidshealth

Events

Ev4

BUT Keep Calm Workshop is a place where teen girls can practice in real-life like scenarios, and develop the ability of controlling temper gradually.

Raise your awareness about low self-esteem and fight it.

SE V E N T E E N R E B R A N D I N G P R OJ ECT GR604 /

U R the Best Workshop

This workshop helps teen girls find the deep reasons behind low self-esteem, and provides them different solutions towards different situations. In this workshop, instructors will teach teen about the negative consequences of low self-esteem, and help each one of them construct a detailed strategy toward personal awareness and coping mechanisms. LIKE

Events

Ev5

Trails Carolina, Anea Bogue BUT U R the Best Workshop only targets teen girls rather than all teens. Their reasons of feeling self-esteem are different than ten boys.

17 Film Fest Learn other peopleâ&#x20AC;&#x2122;s journey of becoming confident in an engaging and social setting. Events

Ev6

This film festival that showcases a collection of films from all around the world boosting self-confidence in teen girls. In this festival, teen girls will learn how to overcome fears and pressures to become more confident individuals by watching different feature films, which are about various life stories and experiences in divergent circumstances and backgrounds. LIKE SF Green Film Festival, SF Jewish Film Festival BUT 17 Film Fest only collects films that promoting self-confidence in young women.

The U R the Best Workshop reinforces our keyword of hopefulness by showing them how to boost self-esteem.

The 17 Film Fest presents films that promote selfconfidence, which highlights our mission of building teenâ&#x20AC;&#x2122;s confidence.

Story Share

This event helps teen girls connect with each other to share their personal stories and learn from others’ experiences about how to overcome difficulties and build confidence. In this event, teen girls can make friends with people who have shared values, and talk about each others’ life experiences and discuss about how to become better and more confident together.

Encourage and inspire each other to be more confident in a sustainable community.

Events

Story Corp, It Gets Better Project

Ev7

The Story Share event reinforces our mission of building teens’ confidence by letting them exchange encouraging life experiences.

BUT Story Share gathers teen girls together and provide a friendly and warm environment to let them talk to each other without stress.

Find a Role Model

Events

Ev8

The Find a Role Model event provides inspiration from successful women’s life experiences which fulfills our keyword of resourcefulness.

BUT Find a Role Model offers teen girls an opportunity to talk to women who are full of life experience and wisdom.

Notice who cares about you and pass the warmth back to them. Events

Ev9

This event will help teen girls recognize how happy they are, and how people around them care about them. We challenge teen girls to show their gratitude by taking actions, like, cooking a meal for their parents, preparing a gift for their friends, etc. LIKE World Gratitude Day

17 Gratitude Day reinforces our keyword of hopefulness by encouraging them to feel the love around them and return it.

V I S UA L STA N DA R DS G U I D E

AIGA Portfolio Day

17 Gratitude Day

VOL . 03 /

Take a look at successful women’s life journeys and learn valuable lessons from them.

This event giving teen girls an opportunity to reach out to successful women face to face. They can ask any questions they have about how to overcome current barriers and become more confident people, and ask for suggestions and advices accordingly. They can learn a lot from elder people’s real-life experience and avoid some unnecessary troubles along the way to growing up.

BUT 17 Gratitude day helps teen girls cultivate their gratitude heart and show it through actions.

GR604 / SE V E N T E E N R E B R A N D I N G P R OJ ECT

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SE V E N T E E N R E B R A N D I N G P R OJ ECT

On the following pages, we present 9 deliverables that represent Seventeen’s expansion in different categories.

S1 S3 Ed2 Co1 Co2 Ex2 Ex3 Ev5 Ev7

Talk to Us Run with Me U Can Do It Teen Corner Teenpedia You Lead 17 on Stage U R the Best Workshop Story Share

Personal Development

From this perspective, we mainly focus on teen girls’ emotional and physical development. During puberty, emotional issues are usually pronounced, such as depression, anxiety and low self-esteem. Also, physical problems appear while growing up—lazy about working out, too weak to protect themselves, etc. We have developed several services and events to help teen girls address these problems, and help them keep positive attitudes.

Time of Month App

Hey 17 Podcast

Talk to Us

Run With Me

Ed1

17 Super Teen

Ed3

Love or Infatuation

Co1

Teen Corner

Ex1

17 Sidewalk Sales

Ex4

Self-Reliance Test

Ev1

17 Talks

Ev3

Speak Out Workshop

Ev4

Keep Calm Workshop

Ev5

U R the Best Workshop

Ev6

17 Film Fest

Intellectual Development

Social Interaction

From this perspective, we fully concentrate on teen girlsâ&#x20AC;&#x2122; intellectual development. During the big transition stage of their lives, we want to help them develop the ability to make sound judgements, evaluate the things around them, think critically, etc. We provide several services and workshops to help them reach these goals, so that they can become more confident.

From this perspective, we mostly focus on teen girlsâ&#x20AC;&#x2122; socialization. We want to help them get involved in a community and social activities with other people, so they can be more extroverted, outgoing and easygoing. These personality traits could help them tremendously in the future, and help them build a positive and confident outlook.

Co1

Teen Corner

Self-Help Set

Ex1

17 Sidewalk Sales

Tick Tock Talk

Ex2

You Lead

Ed2

U Can Do It

Ex3

17 on Stage

Ed3

Love or Infatuation

Ev3

Speak Out Workshop

Co1

Teen Corner

Ev4

Keep Calm Workshop

Co2

Teenpedia

Ev6

17 Film Fest

Ex1

17 Sidewalk Sales

Ev7

Story Share

Ex2

You Lead

Ev8

Find a Role Model

Ex4

Self-Reliance Test

Ev9

17 Gratitude Day

Ev1

17 Talks

Ev2

Money Wise Workshop

Ev3

Speak Out Workshop

V I S UA L STA N DA R DS G U I D E

Hey 17 Podcast

VOL . 03 /

Abbreviation Products / P

Co-branding / Co

Services / S

Experiences / Ex

Education / Ed

Events / Ev

SE V E N T E E N R E B R A N D I N G P R OJ ECT GR604 / fig.1: A girl feels helpless after some unhappy things happened in school.

fig.2: A student is calling the Talk to Us service by using resources phone at school.

S1 Talk to Us S1

V I S UA L STA N DA R DS G U I D E

We listen to you and help you anytime anywhere.

VOL . 03 /

Services

SE V E N T E E N R E B R A N D I N G P R OJ ECT GR604 /

The Talk to Us service reinforces our mission of helping teen girls overcome their difficulties by offering professional emotional and practical support.

fig.3: A girl is dialing the Talk to Us service while walking along the street.

OLL.. 0033 // VVO

UAALL SSTTAAN ND DAARRD DSS G GU UIID DEE VVIISSU

69 69

SE V E N T E E N R E B R A N D I N G P R OJ ECT GR604 / fig.4: A girl is running in the morning.

fig.5: A girl feels tired and less motivated when she runs alone.

S3 Run with Me S3

V I S UA L STA N DA R DS G U I D E

Keep a healthy and positive attitude towards difficulties.

VOL . 03 /

Services

SE V E N T E E N R E B R A N D I N G P R OJ ECT GR604 /

The Run with Me service highlights our keyword of hopefulness by helping teen girls develop a healthy body and a positive mind.

fig.6: A girl is using the Run with Me service, and feels uplifted and positive when a coach is running with her.

OLL.. 0033 // VVO

UAALL SSTTAAN ND DAARRD DSS G GU UIID DEE VVIISSU

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SE V E N T E E N R E B R A N D I N G P R OJ ECT

E fig.7: A tutor from the U Can Do It program helps a student with her problems.

fig.8: A tutor is trying to find a similar problem for a student as practice.

Ed2 U Can Do It Ed2

V I S UA L STA N DA R DS G U I D E

You can get better grades in school with our help.

VOL . 03 /

Education

SE V E N T E E N R E B R A N D I N G P R OJ ECT GR604 /

The U Can Do It tutoring helps teen girls face academic challenges which fulfills our mission of overcoming teen girlsâ&#x20AC;&#x2122; difficulties.

fig.9: A tutor is trying to help a student define her problems.

OLL.. 0033 // VVO

UAALL SSTTAAN ND DAARRD DSS G GU UIID DEE VVIISSU

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SE V E N T E E N R E B R A N D I N G P R OJ ECT

C fig.10: Girls are reading books and writing reviews and some impressions at Teen Corner.

fig.11: A girl is reading a book at Teen Corner.

Co1 Teen Corner Co1

V I S UA L STA N DA R DS G U I D E

Read with your peers and share knowledge together.

VOL . 03 /

Co-branding

SE V E N T E E N R E B R A N D I N G P R OJ ECT GR604 /

Teen Corner emphasizes our keyword of resourcefulness by encouraging teen girls to read inspiring books and share with each other.

fig.12: After they shared what they had learned from the books at Teen Corner, they felt so inspired and became friends.

VOL . 03 /

V I S UA L STA N DA R DS G U I D E

81 81

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SE V E N T E E N R E B R A N D I N G P R OJ ECT

C fig.13: A teen girl is using Teenpedia to search for some answers that are related to her puberty issues.

fig.14: A girl is taking notes while finding some solutions through Teenpedia.

Co2 Teenpedia Co2

V I S UA L STA N DA R DS G U I D E

What you need to know about teens is all in here.

VOL . 03 /

Co-branding

SE V E N T E E N R E B R A N D I N G P R OJ ECT GR604 /

Teenpedia provides a handy resource for teen girls, which fulfills our mission of overcoming difficulties.

fig.15: A girl is searching her questions through Teenpedia.

OLL.. 0033 // VVO

UAALL SSTTAAN ND DAARRD DSS G GU UIID DEE VVIISSU

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SE V E N T E E N R E B R A N D I N G P R OJ ECT

E fig.16: This weekâ&#x20AC;&#x2122;s leader gives her opening talk to the team.

fig.17: A team member expressing her opinions.

Ex2 You Lead Ex2

V I S UA L STA N DA R DS G U I D E

Everyone has a chance to learn how to lead.

VOL . 03 /

Experiences

SE V E N T E E N R E B R A N D I N G P R OJ ECT GR604 /

The You Lead experience helps teen girls develop leadership ability, which fulfills our mission of building teenâ&#x20AC;&#x2122;s confidence.

fig.18: A team leader giving a summary to the team.

OLL.. 0033 // VVO

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SE V E N T E E N R E B R A N D I N G P R OJ ECT

E fig.19: A club member holds her personal concert at 17 on Stage theater club.

fig.20: Performers display their broadcast abilities at 17 on Stage theater club.

Ex3 17 on Stage Ex3

V I S UA L STA N DA R DS G U I D E

Show your talents in public.

VOL . 03 /

Experiences

SE V E N T E E N R E B R A N D I N G P R OJ ECT GR604 /

The 17 on Stage experience highlights our keyword of hopefulness by giving teen girls an opportunity to show their talents and earn a sense of achievement.

ig.21: Performers prepare for a show at 17 on Stage theater club.

VOL . 03 /

V I S UA L STA N DA R DS G U I D E

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SE V E N T E E N R E B R A N D I N G P R OJ ECT

E fig.22: A girl has low self-esteem and always feels alone.

fig.22: A girl has low self-esteem and always feels alone.

fig.23: A girl is taking notes while listening to an opening talk in the U R the Best Workshop.

Ev5 U R the Best Workshop Ev5

V I S UA L STA N DA R DS G U I D E

Raise your awareness about low self-esteem and fight it.

VOL . 03 /

Events

SE V E N T E E N R E B R A N D I N G P R OJ ECT GR604 /

The U R the Best Workshop reinforces our keyword of hopefulness by showing them how to boost self-esteem.

fig.24: Girls who have already overcome low self-esteem through the U R the Best Workshop.

OLL.. 0033 // VVO

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E fig.25: Story Share participants share their stories.

fig.26: Two girls are laughing when they are sharing their personal stories.

Ev7 Story Share Ev7

V I S UA L STA N DA R DS G U I D E

Encourage and inspire each other to be more confident in a sustainable community.

VOL . 03 /

Events

This event helps teen girls connect with each other to share their personal stories and learn from othersâ&#x20AC;&#x2122; experiences about how to overcome difficulties and build confidence. In this event, teen girls can make friends with people who have shared values, and talk about each othersâ&#x20AC;&#x2122; life experiences and discuss how to become better and more confident together.

SE V E N T E E N R E B R A N D I N G P R OJ ECT GR604 /

The Story Share event reinforces our mission of building teensâ&#x20AC;&#x2122; confidence by letting them exchange encouraging life experiences.

fig.27: One girl members build community through storytelling.

1 00

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Image Source

102

fig.1

Thabang Mokoena, Unsplash

fig.2

Andy Art, Unsplash

fig.3

Priscilla Du Preez, Unsplash

fig.4

Andrew Tanglao, Unsplash

fig.5

Gesina Kunkel, Unsplash

fig.6

Tomasz WoĹşniak, Unsplash

fig.7

Corinne PERON, 123RF

fig.8

Andisheh A, Unsplash

fig.9

Mark Bowden, 123RF

fig.10

Alexis Brown, Unsplash

fig.11

iam Se7en, Unsplash

fig.12

Thought Catalog, Unsplash

fig.13

Mikayla Mallek, Unsplash

fig.14

J. Kelly Brito, Unsplash

fig.15

Mark Bowden , 123RF

fig.16

Getty Images, CNBC

fig.17

Jessica Da Rosa, Unsplash

fig.18

Valerie Kellogg, Newsday

fig.19

Anthony Da Cruz, Unsplash

fig.20

Zhang JR, Unsplash

fig.21

Rainier Ridao, Unsplash

fig.22

Jake Ingle, Unsplash

fig.23

Nicole Honeywill, Unsplash

fig.24

Omar Lopez, Unsplash

fig.25

Trung Thanh, Unsplash

fig.26

Bewakoof.com Official, Unsplash

fig.27

Priscilla Du Preez, Unsplash

Article Source

Leymah Gbowee, Unlock the intelligence, passion, greatness of girls, TED2012. Seventeen (American magazine), Wikipedia. Seventeen, Hearst, www.hearst.com/magazines/seventeen.

This book is a non-commercial project for educational purpose and is not intended to represent or replace the original brand.

ÂŠ 2019 Wei (Stacy) Huang

TYPEFACE

Gilroy

DESIGNER All right reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without permission of the copyright holder.

Radomir Tinkov TYPEFACE

Archer

DESIGNERS

Tobias Frere-Jones, Jonathan Hoefler

VOL . 03 / V I S UA L STA N DA R DS G U I D E

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Vol. 03 / Visual Standards Guide

www.spark4tmr.com 1 04

COURSE

DESIGNER

The Nature of Identity

Wei (Stacy) Huang

INSTRUCTOR

Hunter Wimmer

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COURSE

DESIGNER

The Nature of Identity

Wei (Stacy) Huang

INSTRUCTOR

Hunter Wimmer