The Visual Development Guide
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02 The Visual Development Guide
The Future is in the hand of the younger.
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Intro
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Rolling Stone is a monthly magazine that focuses on gathering the younger group to get involved in the things happens in the real world and encourage them to push the change. The old visual system has no big changes in brand history. In order to present the new vision of the Rolling Stone, a new visual system should be present as well. This book is showing the process of the new visual system design with detail information.
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Table of Contents C1 Logo Research
C2 Design Process
1.1 Identity Evolution
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2.1 Initial Sketches
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1.2 Keywords + Key phrases
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2.2 Refinement
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2.3 Digital Sketches
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C3 Final Logo
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3.1 Details Refinement
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3.2 Symbol With Wordmark
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3.3
Similar Logo
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3.4
Visual Standard Inspiration
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C1 Logo Research The history of the Rolling Stone original logo development and the brainstorming for the new logo design.
1.1
Identity Evolution
1.2
Keywords + Key phrases
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1.1 Identity Evolution The Rolling stone logo has been changed in the history to fit in the different time background.
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The Rolling stone logo has been changed in the history to fit in the different time background.
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1.2 Keywords + Key phrases This step is brainstorming which yielded three directions of the future visual system, each keyword represents one specific direction.Â
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Impact
Cutting-edge
Precision
Momentum / Foward / Passionate / Bold / Solid
New / Prominent / Energeticly / Empressement
Fact check / Truth / Exactly
_ Brand Overview
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C2 Design Process 2.1
Innitial Sketches
2.2
Refinement
2.3
Digital Sketches
The Rolling Stone new visual system (logo) design process
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2.1  Initial Sketches Divergently sketches following the keywords.
a. Impact I. Symbolic Marks
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C2
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2.1  Initial Sketches Divergently sketches following the keywords.
a. Impact II. Graphic Marks
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Although the original idea of the dash means moving forward. In latter process, this dash could be a sparkling shape represent the spirit of Rolling Stone.
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2.1  Initial Sketches Divergently sketches following the keywords.
a. Impact III. Wordmarks
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_ Design Porcess
C2
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2.1  Initial Sketches Divergently sketches following the keywords.
b. Cutting-edge I. Symbolic Marks
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_ Design Porcess
C2
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2.1  Initial Sketches Divergently sketches following the keywords.
b. Cutting-edge II. Graphic Marks
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C2
The cut “R� is the most interesting shape of all the shape of the innitial letters of Rolling Stone.
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2.1  Initial Sketches Divergently sketches following the keywords.
b. Cutting-edge III. Wordmarks
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_ Design Porcess
C2
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2.1  Innitial Sketches Divergently sketches following the keywords.
c. Precision I. Symbolic Marks
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_ Design Porcess
C2
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2.1  Initial Sketches Divergently sketches following the keywords.
c. Precision II. Graphic Marks
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_ Design Porcess
C2
The angle and the shape of cut “R� has the most potential as a logo design to be produced in the further design process.
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2.1  Initial Sketches Divergently sketches following the keywords.
c. Precision III. Wordmarks
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_ Design Porcess
C2
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2.2 Refinements Second round of logo sketch process in selected derection, which includs sparking / fire / arrow / “R” / “RS”.
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2.2 Refinements Second round of logo sketch process in selected derection, which includs sparking / fire / arrow / “R” / “RS”.
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2.2 Refinements Second round of logo sketch process in selected derection, which includs sparking / fire / arrow / “R” / “RS”.
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_ Design Porcess
C2
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2.2 Refinements Second round of logo sketch process in selected derection, which includs sparking / fire / arrow / “R” / “RS”.
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_ Design Porcess
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2.3 Digital Sketches The direction is narrowed to a sparkling R, this step of digital sketches is based on that principle.
RO LL IN G ST ON E
RO LL IN G ST ON E
RO LL IN G ST ON E
RO LLIN G STON E
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2.3  Digital Sketches The direction is narrowed to a sparkling R, this step of digital sketches is based on that principle.
RO LL IN G ST ON E
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C2
The sparkel shape of the logo need to avoid claw or crown shape.
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C3 Final Logo 3.1
Details Refinement
3.2
Symbol With Wordmark
3.3
Similar Logo
3.4
Visual Standard Inspiration
The renew Rolling Stone logo final decision.
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3.1  Details Refinement Refine the final details of the new Rolling Stone logo.
a. The final decision of the symbol mark. At this stage, the final solution which works the best without any noises should be the chosen one.
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This is the best solution of the logo. The angle of the star is fill into the angle of the letter R.
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3.1  Details Refinement
b. The angle of the letter R
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-45°
-50° -55°
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3.1  Detials Refinement
c. The shape adjustment of the letter R The space of the letter R should be adjusted into a circle.
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3.1  Details Refinement
d. The wordmark The wordmark in the logo needs to build as the same angle and the emotion with the symbol mark.
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3.2 Symbol with Wordmark
The Rolling Stone new logo: The logo is tend to show the emotion of the brand which is the impact, cutting-edge and precision.
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3.3 Similar Logos
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Rolling Big Power’s logo is very similar with the new Rolling Stone logo but with italic R and straight star.
Rockstar Vegas Ticket has similar combination of the R and star with Rolling Stone.
R Star Food and Hospitality Services have logo with R in the shape of the star but in the right side of the star.
This logo have a combination of star and the number 7 inside.
Red Star Exhasuts having 2 stars and the letter RS. The end of the letter R having a harsh angle.
Aries Rockstar has logo of a star also have negative space inside.
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The Rolling Stone logo have two part: the letter R and the star. Here shows examples of logo with letter R or stars.
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3.4 Visual Standard Inspiration
The example of the inspiration of other brand logo visual standard.
The ups has the minimal size of the logo standard showed.
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MSI has shows the primary logo color combination in the visual standard book.
HermanMiller has defined the clear space and the relationship of the type mark with the logo mark.
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“Change the world and I will be all right!” —Jann Wenner
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Rolling Stone /  The Visual Development Guide
Designer Viego Yuge Liu
Typeface
Tool
Sources
Joanna MT Photina MT Std Folio Std Gotham Courier Std
Adobe Creative: Illustrator Photoshop InDesign
rollingstone.com wikipedia.org unsplash.com/photos
Nature of Identity GR.604 Instructor: Hunter Wimmer FA2018,AAU.
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