Visual Development Guide
Young Men’s Christian Association
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Visual Development Guide
Young Men’s Christian Association
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BOOK 2
YOUNG MEN’S CHRISTIAN ASSOCIATION VISUAL DEVELOPMENT GUIDE
Brand Overview C
YMCA
Visual Development Guide
Young Men’s Christian Association
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Brand Overview
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Young Men’s Christian Association Visual Development Guide
YMCA
Visual Development Guide
Young Men’s Christian Association
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BOOK 2 CONTENT
01 BRAND OVERVIEW
01
Our Mission Former Logos
02 LOGO DEVELOPMENT
08
First Draft Refined Drafts Digital Sketches
03 FINAL LOGO New Signature Similar Logos
32
Brand Overview
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Visual Development Guide
Young Men’s Christian Association
Our Mission
Former Logos
01
Brand Overview
1
BRAND OVERVIEW
YMCA
Visual Development Guide
Young Men’s Christian Association
2
OUR MISSION
WE HELP PE TO OVERCO TAINTY AND BODY, MIND FOR POSITI
EOPLE OME THEIR UNCERD INTEGRATE THEIR D, AND SOUL VE GOALS. Brand Overview
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4
YMCA
HISTORY OF OUR LOGOS
Visual Development Guide
Young Men’s Christian Association
YMCA was founded more than 130 years ago. We have a long history, and so does our logo. Below is the history and a little review of our logo.
FORMER LOGOS
Brand Overview
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1881 The Ninth Conference in London approves the first YMCA logo, which highlights Y values by featuring a reference to John 17:21: “That they may all be one … as We are one.”
1891 Luther H. Gulick, M.D., proposes a red triangle as YMCA symbol. The equal sides of the triangle stand for “man’s essential unity, body, mind and spirit, each being a necessary and eternal part of man, he being neither one alone…”
1895 The annual convention of the U.S. and Canadian YMCA authorizes adding the triangle to the old World Alliance Insignia.
1896 The annual convention of the U.S. and Canadian YMCA authorizes adding the triangle to the old World Alliance Insignia.
1897 The everyday logo from 1897 to 1967 is the red triangle.
1897 YMCA creates and trademarks the logo with the triangle and bent bar.
6
YMCA
2010
Visual Development Guide
Young Men’s Christian Association
YMCA’s last visual system reflected our identity: a caring, people-oriented organization that is devoted to the cause of strengthening communities. Our refreshed logo, for instance, is bold, active and welcoming, suggesting our determined commitment to social progress. The many colors reflected the vibrancy and diversity of our communities and activities.
ALL YOU NEED IN THIS LIFE IS IGNORANCE AND CONFIDENCE, AND THEN SUCCESS IS SURE Brand Overview
7
— MARK TWAIN American writer, entrepreneur, publisher and lecturer.
Visual Development Guide
Young Men’s Christian Association
8
First Draft
Refined Drafts
Digital Sketches
02
Logo Development
9
LOGO DEVELOPMENT
10
YMCA
THE IMPRESSION OF YMCA
Visual Development Guide
Young Men’s Christian Association
To create the best logo for YMCA, we started with a wide exploration. Based on our future vision, here are three key words: support, promise, and help. Each word represents one kind of feeling as following:
FIRST DRAFT
SUPPORT
BRING TOGETHER
PROMISE
GOING TO HAPPEN
HELP
HAVE CONFIDENCE
Logo Development
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SUPPORT Support means people stand by each other, or one has some kind of connection/bond to another.
12
YMCA
PROMISE
Visual Development Guide
Young Men’s Christian Association
Promise means good thing is going to happen, which feels like a bright and positive path if we have to visualize it.
Logo Development
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14
YMCA
PROMISE
Visual Development Guide
Young Men’s Christian Association
Promise means good thing is going to happen, which feels like a bright and positive path if we have to visualize it.
Logo Development
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16
YMCA
HELP
Visual Development Guide
Young Men’s Christian Association
Help means having confidence in your mind and believe in yourself no matter what. A solid and sharp shape would be a good object to represent this abstract impression.
Logo Development
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YMCA
THE SECOND ROUND OF SKETCHES
Visual Development Guide
Young Men’s Christian Association
After the first round of sketching, we would like to put more characteristic of YMCA into our logo. We started to use our initials like “Y” and “A” as the main point of our logo, and mixed the idea of support, promise, and help.
REFINED DRAFT
Logo Development
‘Y’ SKETCHES
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Visual Development Guide
Young Men’s Christian Association
20 YMCA
‘A’ SKETCHES
Logo Development
21
Visual Development Guide
Young Men’s Christian Association
22 YMCA Rebranding YMCA
‘A’ SKETCHES
Logo Development
23
Visual Development Guide
Young Men’s Christian Association
24 YMCA
‘A’ SKETCHES
Logo Development
25
Visual Development Guide
Young Men’s Christian Association
26 YMCA
‘A’ SKETCHES
Logo Development
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YMCA
THE THIRD ROUND OF SKETCHES
Visual Development Guide
Young Men’s Christian Association
The next step was to make pencil sketches into computer comps and refine more details with professional tools. We decided to stick to our new name ”the A” and created used triangle to stand for it.
DIGITAL SKETCHES
Logo Development
29
Visual Development Guide
Young Men’s Christian Association
30 YMCA
Logo Development
31
Visual Development Guide
Young Men’s Christian Association
32
New Signature
Similar Logos
03
Final Logo
33
FINAL LOGO
34
YMCA
FINAL LOGO
Visual Development Guide
Young Men’s Christian Association
The first part of our new logo is the symbol of YMCA. It is an triangle with a simplified ladder, which means “the A“ will lead you to reach your goal in a higher place. The second part of our new logo is the wordmark of YMCA. It is the initial of Young Man Christian Association(YMCA), which is also how people used to called us.
NEW SIGNATURE
Final Logo
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Symbol
Wordmark
Ladder + Triangle
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YMCA
LOGO RESEARCH
Visual Development Guide
Young Men’s Christian Association
In order to make sure that our new logo has a special characteristics from other brands, we found some logos that also use “A“ as their symbol.
SIMILAR LOGOS
Final Logo
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WHETHER YOU CO A COUNCIL ESTATE ESTATE, YOUR SUC DETERMINED BY Y CONFIDENCE AND YMCA
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Young Men’s Christian Association
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— MICHELLE OBAMA American lawyer, writer, and First Lady of the United States
OME FROM E OR A COUNTRY CCESS WILL BE YOUR OWN FORTITUDE. Final Logo
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Young Men’s Christian Association
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DESIGNER
INSTRUCTOR
WanTing (Katie) Ko
Hunter Wimmer
CLASS
SEMESTER
Nature of Identity
2016 Fall
BOOK 2 YOUNG MEN’S CHRISTIAN ASSOCIATION VISUAL DEVELOPMENT GUIDE
Final Logo 41
Visual Development Guide
Young Men’s Christian Association
42 YMCA
Believe in