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:: a brand platform by
:: Š 2010 Traction Marketing Group
Table of contents
2
Process // 2
Disecting The Name
3
Palindrome
4
Sketches
5
Mirror Image
6
Refinement
7
Logo Typefaces
7
The Value Of ‘X’
8
LEVEL ‘X’
9
LEVEL UA ‘X’
Lettering
10 Color Pallette
12
Personality // 12 Content 14 Imagery
20
Product // 20 Reveal » Logos 22 Tagline
Process
from start to finish // The process in designing an identity is about the steps
In the following pages, detailed visuals & in-depth
both visually & conceptually. These steps not only give
this will insure a full appreciation of the outcome.
taken to give a unique feel that is supportive of LEVEL,
explainations will be given of these steps. As the viewer,
the identity a unique look but also gives the viewer a
Questions will be answered, results will be given.
sense of what to expect in their experience.
Dissecting the Name
mind map of level // The ability to associate words to images is key in design. For mind mapping the name LEVEL, one word in particular stands out :: balanced. This will become
a major keystone in the design of the brand because
it’s a word that refers to many different aspects of the complex. Balance refers to the structure, a lifestyle, a location, etc. Balance is needed for the identity.
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2
Process
palindrome
Balanced, forwards & backwards // pal • in • drome // [‘palin,drōm] // noun
Word, phrase, or sequence that reads the same
backward as forward, e.g., madam or nurses run.
Basic example //
racecar
racecar
complex example //
poor dan is in a droop poord a ni si nad roop Benefit of having a name as a palindrome //
The challenge //
In having a name that reads the same forwards as it does
The trick is to create a logo that offers the benefits
One that is visually & mentally arresting
The outcome must be special.
backwards, it creates a unique branding opportunity.
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of a palindrome, but in an even more unique way.
3
Process
Sketches
quick & to the point // Sketching fast allows for a way to get all the ideas on
paper. No matter good or bad, it’s important for all the ideas to reach a visual state.
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4
Process
Mirror image lettering
A Unique touch // A word whose letters repeat forward & backward
is one thing. The trick is to create an exact mirror image. A string of vowels and consonants that are perfectly identical from one direction and the other.
Basic examples of letters //
The letter ‘A’ split into two equally balanced parts.
The letter ‘X’ split into two equally balanced parts.
The letter ‘V’ split into two equally balanced parts.
Basic example of a word //
complex example of A word //
Benefit of having a name as a Mirror Image //
The challenge //
With a name as a mirror image, it enables interesting
As easy as it sounds to do, there needs to be a way
frosted glass treatments with the ability to read it from
happen naturally.
concepts in die cutting, casted shadows from signs,
to create this effect with letters that don’t allow it to
either side & more.
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Process
refinement
thought process in creating // In the mind of a designer, what happens between Point A
& Point B? From a word to a typeface to something more. What can be done to make the quality unique & have
more staying power? How can it be perfected? What can be done to force perfect balance & symmetry?
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Process
logo typefaces
Time-Tested & beautiful //
trade gothic bold condensed no.20
Trade Gothic Bold Condensed No.20
ABCDEFGHI J KLMNO P QRS T UVWXY Z
designed in 1948 by Jackson Burke & redesigned in
abcdefghijklmnopqrstuvwxyz
Trade Gothic is strong, bold, proportional,
12 3 4 5 678 9 0
Trade Gothic is LEVEL.
!@ # $%^&* () _+ = { } | [] \< >?,. /
Perfect for headlines, this is a sans-serif typeface first 2009 by Akira Kobayashi.
contemporary, urban, confident, impactful. Adobe Caslon Pro Bold
Perfect for body copy, this is a Serif typeface designed by Carol Twombly in 1990 and is a variant of the
Adobe caslon pro
Adobe Caslon Pro is timeless, sophisticated, highly
A BCDEF GH IJK L M NOPQR ST U V W X YZ
Adobe Caslon Pro is LEVEL.
abcdefghijk lmnopqrstuv w x yz
original Caslon typeface designed by William Caslon. evolved, cosmopolitan, urbane, polished, stylish. Combining the typefaces Trade Gothic & Adobe
1 23 456789 0
that can do no wrong. The strong conviction of one
! @ # $ % ^ & * ( )_ + = { }|[ ] \<>?, . /
Caslon Pro brings a sense of elegance, style, & finesse coupled with the timlessness of the other gives the logo a variety that is unmatched in the field.
The value of ‘x’
graphic architecture // For as geometric & modern as LEVEL Urban
In using ‘x’ as a building tool, the logo has an uncanny
sophisticated geometry. This is achieved through using a
excellent readability & a powerful branding experience.
Apartments is, the logo should provide the same level of
sense of symmetry and structure that gives it balance,
value of ‘x’ as a strict factor in the overall form.
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Process
32x
4x 4x
12x
12x
4x 4x 40x
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8
Process
20x
32x
4x 4x
12x
12x 23x
2x 4x 4x
8x
16x
12x
40x
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9
Process
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Process
Color paletTe
The colors of level // A unique color scheme can make a powerful brand even
more so. For LEVEL, the combination of a soft inviting
palette infused with tones of industrial rigidity resonates with an audience both masculine & feminine.
C // 35
M // 0
Pantone 5487C
Y // 16
K // 54
C // 43
M // 0
Pantone 5493C
Y // 14
K // 21
C // 0
Pantone 695C
M // 50
Y // 28
K // 20
C // 0
M // 24
Pantone 721C
Y // 52
K // 3
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Process
Content
The Voice of Level // Copy. Content. The words of LEVEL used by LEVEL to describe the joy of LEVEL to the world. But itâ&#x20AC;&#x2122;s not just about the words alone. Itâ&#x20AC;&#x2122;s about the tone. The emotion. The vision they, together as one, evoke. Short, succinct expressions mixed with rich, descriptive phrasing to strike the right chord with the right
audience. Male. Female. Or anybody in between. The result, an audience left with no other choice than to imagine LEVEL as the hub of their lifestyle.
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Personality
Modern. Affordable. Livable. LEVEL Urban Apartments is all of this and more. Set against a vitalized Downtown landscape, LEVEL is at
the heart of the scene. Itâ&#x20AC;&#x2122;s a community of like-minded urban pioneers, unequivocally social and independent. Just like you. LEVEL is coffee in the morning with the OKC skyline
awakening on the other side of your balcony. Itâ&#x20AC;&#x2122;s drinks, dinner and Thunder after work, all within walking distance of your urban abode.
LEVEL Urban Apartments is what downtown living is all about.
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Personality
imagery
The Image //
Whatâ&#x20AC;&#x2122;s good about it //
A group of young & trendy people burning the
With a relaxed but energetic atmosphere, the photo
midnight oil. Energized, sublime, loving their life.
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brings a unique & vibrant style to the LEVEL brand.
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Personality
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Personality
imagery
The Image //
Whatâ&#x20AC;&#x2122;s good about it //
A young, attractive urbanite engaged in intimate
The setting conveys the social, active nature
conversation, surrounded by a casual atmosphere.
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of LEVEL residents & the urban ambiance.
16
Personality
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Personality
imagery
The Images //
Whatâ&#x20AC;&#x2122;s good about it //
Spirited city dwellers at the center of their universe,
These images juxtapose a relationship-centric
& their view of a bustling, progressive metropolis.
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lifestyle within an expansive urban landscape.
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Personality
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Personality
reveal
The logos of level //
PRIMARY LOGO // Pantone » 5493C Pantone » 695C
Primary » Over Color
Primary Logo » 1 Color
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Product
Primary Logo » K
Primary Logo » Reversed
secondary LOGO //
secondary LOGO //
secondary LOGO //
Pantone » 695C
Pantone » 721C
Pantone » 5487C
Pantone » 5493C
Pantone » 5487C
Pantone » 721C
secondary 1 color //
secondary 1 color //
Pantone » 695C
Pantone » 721C
secondary Over Color //
secondary Over color //
secondary 1 color // Pantone » 5487C
secondary over color //
Pantone » 695C
Pantone » 721C
Pantone » 5487C
Pantone » 721C @ 20%
Pantone » 721C @ 20%
Pantone » 721C @ 20%
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Product
tagline
Proposed tagline 1 // live modern.
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Product
tagline
Proposed tagline 2 // balanced. urban. modern.
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Product
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