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VISUAL DEVELOPMENT GUIDE
02 NOKIA Rebranding Sharing Life Experience Visual Development Guide
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I fear the day that technology will surpass our human interaction. The world will have a generation of idiots. –Albert Einstein
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TABLE OF CONTENTS
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OUR HISTORY
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CHAPTER 01
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10
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INTRODUCTION
OUR
THE
A S P I R AT I O N A L
VISION
EVOLVING
LOGO
IDENTITY
OUR FUTURE
CHAPTER 02
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I D E AT I O N
LOGO
BEST
COMPUTER
FRAMEWORK
SKETCHES
CHOSEN
SKETCHES
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THE
LOGO
WORD
THE
FINAL
MARK
MARK
CONCLUSION
REVEL
52 APPENDIX
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INTRODUCTION
All the satisfactory result comes from a long process. The process that I'm Presenting is showing how to explore a good concept into a good output. It isn't just about a logo. It's a whole system of the design process.
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WE STRIVE TO MAKE OUR AUDIENCE LINK EACH OTHER, TALK, TO SHARE STORIES, AND UNDERSTAND EACH OTHER
We help people close by talk, and they will help each other by understanding.
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Distance means so little when someone means so much.
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OUR VISION
THE MISSION OF NOKIA IS TO PROVIDE A BEST PLATFORM TO MAKE PEOPLE CAN COMMUNICATION EASIER.
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CONNECTION
EXCHANGE
The Nokia’s brand soul is connecting
2000s,Nokia priorities shift towards
people, so the connection is the most
design for electronic, multimedia
important concept in this brand.
and web-based communications.
The ‘Connecting People’ strapline
The limitations of screen size
encapsulates the character of the
necessitate creation of ‘soundbites’
brand. It was chosen in 1993 apparently
of information. The comic-book
during a Board meeting in the sauna.
Manga style spreads outside Japan,
The parent and child’s hands
influencing advertisers, film makers
communicate Nokia’s core brand
and designers.“The most trusted
values in their most basic form.
brand across 18 countries, across Europe, across all industries.” (Reader’s Digest 2003)“The eighth most valuable brand in the world.” Through constant innovation, Nokia makes people communication more convenient .
HELP
Nokia wants to make people communication easier, and help people who are weak in communication. Nokia wants to make people communication easier and help people who are weak in communication. Through talk and understand, people can help each other to meet better life.
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THE EVOLVING IDENTITY
The company’s first Company
A multi colored version of the
founder Fredrik Idestam. An early
‘arrows’ device is used by Nokia
advertisement showing the town.
Telecommunications.
logo – a pike-perch, reflecting its
In 1990.
origins on the River Nokia.
The 1898 logo
The ‘Connecting People’ strapline encapsulates the character of the brand. It was chosen in 1993 apparently during a Board meeting in the sauna.
Oy Nokia Ab round logo.1960
In 1997 the arrows are dropped in favour of a simplified logo.
The arrows symbol was added to Nokia
The parent and child’s hands
branding in 1987. The arrows represent
communicate Nokia’s core brand
continuous growth and development,
values in their most basic form.
as well as the Corporation’s search for new applications.
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The first logo of Nokia was created in 1966 showing the
in white.At the start of its telecommunication equipment
image of a fish. This image should be inspired by the
manufacturing, Nokia adopted the logo which was quite
salmon fish of Nokianvirta River.In 1967, three companies,
similar to the current one, but with the light blue color
which were jointly owned since 1922 by Nokia, officially
and the arrow-like shape pointing upward. Arrow in the
merged and created Nokia Corporation. After the merger,
logo represents the Nokia’s progress and advancement in
Nokia Corporation adopted the logo which was all black
telecommunication industry
rounded shape emblem, in which “Nokia” was written
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ASPIRATIONAL LOGOS
NearFieldCommunication.org is
coffee brand
devoted to educating individuals, small businesses, and large companies alike on the merits of near field communication and how it can work for you.
San Francisco Municipal Railway by
Neindemax
Walter landor(1975)
Association des Medecins
NOVA brand of furniture
1981 Society of Veterinarains
John Lewis Parthership by Hans
Gustavo Halbreich Baugesellshaft by
Schleger, 1962
Alexandre Wollner,1974
British steel by David Gentleman.
Albert Vetter by Othmar Motter,1965.
(1969)
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Provident Mutual Life Insurance Co.
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Hanes Corp. by lefkowith Inc, 1972.
by Mel Richman, 1982.
Arnold Neuweiler by Marcel
TVA by Guillermo Gonzales Ruiz,
Wayss,1955
1984,TV.
Les Papeteries Unies By Gill
N o v e l e c b y L a u re n t M a rq u a r t ,
Plasse,1979, Stationery.
1967.
coffee brand.
Michel Blais Architecte by Pierre Jeannotte,1980.
Plan Nacional de Vivienda, by
Newton Publishing by William
Guillermo Gonzales Ruiz,1984.
Newton,1968, Publishing.
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IDEATION FRAMEWORK
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After the Strategy guide, I have a strategic direction to move forward. I can begin to give a visual form to my brand, and head into the design part. The first process is to develop the concept of the logo that based on the soul of the brand that is about communication and sharing.
KEYWORDS
METHOD
The ideation begins with keywords that
The key phrases defined categories
are supposed to serve the vision of the
that the sketching will happen
brand. These defined and embodied
within in this phase. Delivering a
the soul of the Brand. Next phases will
mix of two types of solutions within
be extending them into the stronger key
each category is the goal: Graphic
phrase that each describes a unique and
only, graphic+type. Studies in
discrete attitude –each with the slightly
semiotic categories: iconic,
different angle, but hang together
indexical and symbolic are also
because they come from the vision of
necessary. Ten solid highly refined.
the brand. These phrases will also help
However, to get to 10 refined
to help guide the ideation process as
sketches, much more sketches will
sketching process goes.
be done to the point which enough explorations.
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LOGO SKETCHES
Moving forward to explore more ideas from the keywords. Back to the hand drawing whihc is super helpful to get as many as possible ideas.
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LOGO SKETCHES
The concept of this Logo is changed the letter form to play around the rules and express the link.
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CAMP 01_CONNECTION For this concept, I started with different shapes like squares, triangle, circles and lines. They all have a sense of connection. Nokia is always dedicated to connecting people, and make people keep touch, and have better communication.
Showing the idea of connecting people. It means link. I use the curve to express the friendly, soft feeling to make people feel comfortable. The idea of this logo is talk, and use the curve line to make it looks Smooth, the expression of barrier-free communication
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LOGO SKETCHES
Use the different angle to express the communication and exchanges. Use the concept of connection and three-dimensional ways of expressing the diversification of communication.
A different point of view, different culture, and different relations.
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CAMP 02_EXCHANGE For this concept of exchange, I started with some abstract shapes and then explore further using variety shapes not regular shapes.
Using N to expresses the
The logo used N letters and the curve
exchange feeling.
of the communication. The reason of simple because communication is a very simple thing.
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LOGO SKETCHES
Let the letters together expressed solidarity and mutual assistance.I used the curve because it does not have edges and corners, strong tolerate
The reason of help is the solidarity of the people. I put the letters together to express the concept of unity.
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CAMP 03_HELP For this concept of exchange, I tired to use lines and links to express help and sharing.
Each face is made up of numerous points, cooperation and communication are the best way to unite people.
Express connection, help
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-CONNECTING PEOPLE -LINK PEOPLE TOGETHER -HELP -EXCHANGE -SHARING -COMMUNICATION
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BEST CHOSEN
that are connection and exchange because of the
Keeping moving forward to the select two concepts meaning that properly fit Nokia new mission and brand soul. I was trying to explore more.
This is a good way to express a multiangle communication, and learn to change their identity, then know the perspective-taking communication. Used Nokia's "N" to express communication.
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Showing link feeling, and express the concept of help.
Use the letter "N " to make a Logo that has concept of exchange
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COMPUTER SKETCHES
PHASE 01
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After the pervious round of sketching and development, several prototypes are brought to the digital realm and made into vector forms. This phase will benefit the ideation process by giving a glance at refined versions.
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COMPUTER SKETCHES
PHASE 02
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In the second phase, I was trying to make the mark looks pretty and meaningful. In this process, I was still trying to get more variety.
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PHASE 03
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In the second phase, I was trying to make the mark looks pretty and meaningful. In this process, I was still trying to get more variety.
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SHAPES AND COLOR REFINE
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Can shows the concept of communication and exchanges.The line is too thin, too sharp, can be rounded corners.
Too soft, like shampoo's Logo
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THE FINAL REVEL Can shows the concept of communication and exchanges.The line is too thin, too sharp, can be rounded corners.
The modified trademark more friendly and easy to use in all kinds of medium rounded corners.
and material.
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LOGO MARK
Finally, I choose this mark as main logo mark. The reason why I choose this one because it is simple and clean. The main logo still has a sense of communication.
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WORD MARK
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For the word mark, I was trying to keep it simple and have a same sense with symbol. I modified these letters to keep the word mark working well with symbol.
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THE CONCLUSION
The ideation process on Nokia’s logo has come a long way through different methods and phases. This book is created to document the whole design process, creating a solid conceptual base for the rest of the design process. The next book will be the visual standards for the visual system of Nokia. With the solid base created in this development will be smoother and stronger. Makeing the whole system even more robust and soild.
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APPENDIX
Academy of Art University 79 New Montgomery Street San Francisco, CA 94130
Brand:
Nokia
Typefaces:
Dinpro/ Avenir
STUDENT PROJECT.
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NOKIA.COM
VCG.COM
h t t p : / / w w w. n o k i a . c o m / e n _ i n t /
h t t p : / / w w w. v c g . c o m
news/media-library/nokia-historyphotos#17
P2,3,4,6,7 10–11 VCG.COM h t t p : / / w w w. v c g . c o m
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