Gr604 nokia visual standards (student project) by Wasaki Bai

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03 NOKIA Rebranding Sharing Life Experience Visual Standards Guide

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Good design is obvious, great design is transparent.

â&#x20AC;&#x201C;Joe Sparano Graphic Designer

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TABLE OF CONTENTS

08–11

14–27

THE NOKIA

THE NEW

IDEAS

LOOK OF NOKIA

30–37

40–47

E X PA N D I N G

UNIVERS

THE

SYSTEM

NOKIA

48–49

50–51

APPENDIX

CONCLUSION

01 THE NOKIA IDEAS

Introduction to Nokia

What is Nokia The new way Our visions

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WHAT INTRODUCTIONA IS NOKIA

Nokia helps people feel close by connecting them

WHAT INTRODUCTIONA IS NOKIA

By rebranding the Nokia group, this project is intended

through inspired mobile technology. The 2003 brand steering wheel shows how all elements work together to create a holistic brand experience.

to bring this classic brand back to the social market; but beyond that, Nokia would go way further: by rebranding Nokia, it will be dedicated to making people communication in the real world, and more help and sharing by using new ways to create narratives. The goal that the Nokia strikes back to the market with richer content and more engaging social experience will be leading this project.

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This visual identity isn’t about a logo. It’s a system of carefully considered about elements and custom typography and graphic layers. Together, these core elements create a distinct new Nokia look and feel. I have outlined key guidelines for connecting the brand assets, and you’ll see the visual identity is flexible and adaptable.

NOKIA

WE STRIVE TO BRING AUDIENCE ENGAGEMENT TO THE NEXT LEVEL WITH MORE SOCIAL EXPERIENCE, SHARING, AND HELP.

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OUR VISIONS

CONNECTION

EXCHANGE

The Nokia’s brand soul is connecting

The 2000s, Nokia priorities

people, so the connection is the most

shift towards design for

important concept in this brand.

electronic, multimedia and

The ‘Connecting People’ strapline

web-based communications.

encapsulates the character of the

The limitations of screen size

brand. It was chosen in 1993 apparently

necessitate the creation of

during a Board meeting in the sauna.

‘soundbites’ of information.

The parent and child’s hands

The comic-book Manga

communicate Nokia’s core brand

style spreads outside Japan,

values in their most basic form.

influencing advertisers, filmmakers, and designers.“The most trusted brand across 18 countries, across Europe, across a l l i n d u s t r i e s . ” ( R e a d e r ’s D i g e s t 2003)“The eighth most valuable brand in the world.” Through constant innovation, Nokia

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.

makes people communication more convenient.

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02 THE NEW LOOK OF NOKIA

Logo Specifications Mark Display Constructing The Logo Colors Matter Logotype Logo Components Faces Of The Mark Identifying The Boundaries Sizing The Mark Forbidden Uses

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MARK DISPLAY

COLOR

Nokia helps people feel close by

the visual identity system of Nokia.

connecting them through inspired

The design of the mark was inspired

mobile technology. The 2003 brand

by the concept of communication

steering wheel shows how all

and exchange. The shape is also

elements work togetherThis is the

showing a letter â&#x20AC;&#x153;N,â&#x20AC;? presenting the

Display of the new Nokia mark. The

identity of Nokia. To create a holistic

mark is one of the important parts of

brand experience.

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BLACK& WHITE

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CONSTRUCTING THE MARK

x 0.2X

0.1X

0.35X

The mark of Nokia is constructed in a solid and precise way. This final result has a wellâ&#x20AC;&#x201C;developed conceptual base as well as a carefully crafted structure.

4.25X

0.2X

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The logo stands for who we are and what we do. The aesthetic is bold, confident and friendly. The main logo is a combination which includes the name of the brand and the metaphor of communication.

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COLORS MATTER

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Using color selectively is integral to the elegance of our identity. I use color in a thoughtful controlled and minimal way. helping to demonstrate bold, confident and friendly.

PRIMARY COLORS

Friendly green

PANTONE 376 C C50 M0 Y100 K0 R140 G200 B65

Coated

5265C

3255C

Uncoated

289U

3245U

C 80 M80

Professional purple

Y 40

Y 30

K 30

Secondary colors

Coated

C 60

Coated

413C

5413C

RGB

C 70

190

M 50

190

Y 25

175

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PRIMARY COLORS

Use positive logo on the background that is 40% black or less.

Use reverse logo on the background that is 41% black or more.

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LOGO TYPE

The logotype of Nokia is modified to

The type use round angle because

fit Nokiaâ&#x20AC;&#x2122;s visions for the visual system.

of it is fit for Nokia's brand direction

The font uses round angle because

in the future.The logotype is using

of it is appropriate for Nokia's brand

shapes and principle from the main

direction in the future.

mark to create a continuous and harmonious visual system.

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lOGO COMPONENTS

MARK

LOGO

LOGOTYPE

The main logo has two components: mark and logotype. These two components can both exist by themselves.

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FACES OF THE LOGO

The logo can have two forms by combining the mark and logotype vertically and horizontally, making the system able to adapt to different situations.

VERTICAL

HORIZONTAL

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SIZING THE LOGO

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The table here shows the correct logo height for standard size formats. For other formats, follow the steps to the right. See below for minimum size guidelines. In order to create consistent and appropriate brand image of Nokia, sizes should regulated in the visual standards. This section identifies what combination taht should be used in specific sizes.

WIDTH

100cm–10cm

10cm–5cm

5cm-2cm

2cm-1cm

MARK ONLY

LOGOTYPE

VARTICAL

HORIZONTAL

ONLY

LOGO

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IDENTIFYING THE BOUNDARIES

LOGO CLEAR SPACE

The area of isolation represents the minimum clear space that must be provided at all times. This area is determined by the width of the triangle in the logo construction and is proportional regardless of logo size.

x x

LOGO PLACEMENT

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The correct placement of the Nokia logo depends on the type of brand component. This is proportional regardless of logo size.

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FORBIDDEN USES OF LOGO

To create consistent and appropriate brand image of

Don't put logo on dard background

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Nokia, sizes should be regulated in visual standards. This section identifies what combination that should be used in specific sizes.

Logotype is not centered.

without reversing colors of the logo.

Don'te rotate the logo icon

Don't stretch logo without

random angles.

maintaining the proportion of the Logo.

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NOKIA Don't put logo on a gradient

Don'te use the wrong font

color background.

as logotype

Don't use the inappropriate

Don'te crop the Nokia logo.

effects on logo

Event Please don't allow any other

Please don't place the Nokia

graphic elements to enter the

logo within a border or any

minimum staging area of the

surrounding shape.

Nokia logo.

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03 EXPANDING THE SYSTEM

Identity System Extensions Our Type The Grid System Stationary System

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OUR TYPE

Type plays an essential role in the identity system of

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Nokia. The type treatment must be consistent and clear. The type has to be clean and unified in our brand materials, along with other visual elements, such as logo, color, and photography, to create a unique look.

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Din pro This typeface is used to pair with Avenir to create a complete and consistent type system. The typeface has a solid construction and the slightly condensed design fits the other typeface in the system.

Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*<>{}()_+

BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*<>{}()_+ Avenir This typeface is used to pair with Din pro to make the feeling of harmony. The reason I chose two sans-serif because this font looks very simple, clean, and also more friendly than serif typeface.

35 Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*<>{}()_+ 85 Heavy ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*<>{}()_+

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OUR GRID SYSTEM

The grid system is designed to help brand to keep

The grid helps to organize information and images, making it easier to create materials for the brand.

graphic expression consistent and clear in brand materials. The system will benefit to create design layouts with our identity system that are dynamic and consistent.

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STATIONARY SYSTEM

In the actual operation of the brand, it is important to keep everything consistent and clear. The stationary system is designed to provide the staff with selfâ&#x20AC;&#x201C; awareness, and motivation.

QIUSHI BAI Graphic Designer

TEL

4154945875

Wasaki@Gamail.com

WEBSITE

Qiushibai.com

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04 UNIVERS OF NOKIA

BRAND EXTENSIONS Mapping Our Universe Future Possibilities Appendix

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MAPPING THE UNIVERSE

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Moving forward to the next step. Finally, I come up with a balanced list of 22 potential ideas that will represent my brand values. They are all expressing the sense of connecting and sharing.

Experience

PRODUCT

Event

E-0

Cultural Exchange Center

V-0

Nokia Space

P-0

Nokia meet you here.com

E-1

Experience Life

V-1

Nokia Hand Made Workshop

P-1

Nokia flea market

E-2

Nokia Workshop

V-2

Nokia Talk

E-3

Nokia Training Center

V-3

Nokia Debate Competition

E-4

Nokia Debate Competition

V-4

Nokia Weekend

E-5

Nonia Flea Market

V-5

Nokia Meet Up

E-6

Nokia Weekend

V-6

Nokia Social

E-7

Nokia Swap Space

V-7

Nokia Event

E-8

Nokia Home Stay

V-8

Nokia Workshop

E-9

Nokia Adventure Club

E-10

Reduce Stress Club

E-11

Hand Made Workshop

Service S-0

Nokia training center

Education U- 0

Nokia Hand Made Workshop

S-1

cultural exchange center

U- 1

Nokia Talk

S-2

Nokia language school

U- 2

Nokia Debate Competition

S-3

nokia flea market

U- 3

Nokia Language School

S-4

nokia reduce stress club

U- 4

Cultural Exchange Center

S-5

nokia volunteer center

U- 5

Nokia Academy

S-6

nokia hand made workshop

U- 6

Nokia Training Center

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Meet

Learn E-11

E-1 E-5

Understand

E-4

V- 4

V-7

S-6

E-8

U- 2 U- 5

E-4 S-1 S-6

V-4

V-8 V-5 P-1 S-5

E-10 V-0

E-7

V-6

E-6

E-5 E-9

E-5 V-5

S-1

U- 3

P-1 S-6

V-2

V-3

E-0

V-7

E-4

V- 5

S-5

E-1

E-10

V-1 V-6

Enjoy

E-0

E-2

V- 0

S-3

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V-6

V-8 P-2 P-1

S-0

S-5

E-11

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FUTURE POSSIBILITIES

MEET

GETTING TO

People can talk with others, and

NOKIA

Nokia Social is a place that

KNOW YOU

get some interesting stories from

SOCIAL

people can exchange their

-MEET UP

each other. People who are weak at

hobbies and find like- minded

communication may be a workaholic,

peopleâ&#x20AC;&#x2122;s entertainment. They

can have a relaxing here, and forget

can play chess, play music, and

work for a while. Through talking they

discuss books.

can understand each other. After that, they can often hang out with new friends.

EXPERIENCE

People can learn a lot of things here.

NOKIA

Nokia Event is a communication

LIFE

They have a lot of projects, and

EVENT

talk that have specific theme, it

they may have a double identity-

can be initiated by individuals or

teacher and student. Through this

organizations, and invite all the

process, they can improve their

members of the Nokia group.

communication skills and make friends.

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Nokia group organize regular

NOKIA

Nokia workshop is a regular

CAMPING

camping, nature can make

WORKSHOP

classroom.Here often have

people relax, enclosed space

invited members to some

more willing to talk. This is a

particular subject courses, such

process of making friends, is also

as progress communication

a wonderful memory.

skills, such as strengthen negotiation skills.

NOKIA

Nokia Institute to provide long-term

NOKIA

Here is the graduated students

ACADEMY

tutoring, the mission is to let people

TRAINING

test field training center.Here

in long-term learning improve

CENTER

they will encounter the different

communication skills and set the

situation, enhance training will

scene teaching, let students learn to

make them regularly in the

cope with different situations.

future more handy to deal with communication problems in work and life.

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FUTURE POSSIBILITIES

LEARN

NOKIA

Everyone has their experience,

NOKIA

The language barrier is also

TALK

and they can share their

LANGUAGE

serious problems in the

experience at Nokia Talk.

SCHOOL

communication obstacles.In the

Through this project, people can

process of language learning,

learn by themselves and from

students gradually become

others. Like TED talks, they share

friends, and they will have a

their experiences, their stories,

deeper understanding with

and their successes.

each other.

NOKIA

This is a small thematic debate contest.

CULTURAL

People can learn a lot of things

DEBATE

Everyone had the individual point of

EXCHANGE

here. They have a lot of projects,

COMPETITION

view but ashamed to express.Here

CENTER

and they may have a double

people can speak freely.

identity- teacher and student. Through this process, they can improve their communication skills and make friends

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Every Friday, People can come

NOKIA

Flea market is a busy place,

WEEKEND

to Nokia center to celebrate

FLEA

through our diy workshop work

the weekend. Friday is the most

MARKET

can sell here, can also sell

relaxing day of the week so that

their personal belongings.Here

they can enjoy that moment

people can drink beer, eating

together. Every Friday is the

food, chit chat.There are a lot

most relaxing time for people,

of people became friends here.

and they are more willing to communicate with others. Itâ&#x20AC;&#x2122;s a good chance to make friends.

HOME

Lots of people like to travel, and

NOKIA

Empathy is an important factor

STAY

a home stay is different because

SWAP

to understand and respect each

VACATION

it is not like a hotel. People can

SPACE

other.Sometimes people will be

choose which cities they want to

curious about other people's

go to, and the house owners are

lives.Here encourage everyone

all Nokia group members. You can

to exchange their own space,

make friends with the family and

such as studio, home, even if one

with other travelers

day, and then talk about feelings and understanding each other.

NOKIA

FUTURE POSSIBILITIES

U N D E R S TA N D

NOKIA

Lots of young people like play

BEACH

music and have party in beach.

PARTY

They can enjoy the party and meet new friends at here.

NOKIA

Adventure Club is not the

ADVENTURE

dangerous club, just a cool name.

CLUB

Club members can meet to climb mountains, go for an outing, go cross-country.This is a club full of a sense of action.Members mostly are the person who likes to travel. Communication of free travel together common sense, and discussion the place they can go.

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ENJOY

NOKIA

Everyone has stress. It can be

NOKIA

The mission of the Volunteer

REDUCE

from work, life, or school.This is

VOLUNTEER

Center is to help others and get

STRESS

a communication center, where

CENTER

happy. People can do charitable

CLUB

you can communicate with

activities, and learn to listen to

others how to solve a problem,

and understand others.

and share experiences

MEET

Our purpose is to help the local

NOKIA

A lot of people love to do

YOU

people connect with each other, so

HAND MADE

manual, sometimes people

HERE.COM

our group is regional, such as “ meet

WORKSHOP

seldom communicate because

in New York,” “meet in Seattle,”

their hobbies do not apply to

or “meet in Chicago.” Every city’s

communication, But lots people

website has an activity schedule, so

like the hand made product,

people can reasonably allocate time

people can ask for each other,

to attend activities.Cities will have

and the finished product can sell

regular exchange activities so that

at a flea market.

people will go to other cities. People will communicate with each other, and there will be talks and events.

THE CONCLUSION

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With such a proud heritage, we can have only one vision â&#x20AC;&#x201C; to make Nokia the worldâ&#x20AC;&#x2122;s most valued, loved and respected the iconic brand. This vision is bold, but it is achievable, so long as we deliver consistent messages, verbally and visually. This is why the new guidelines are so important. They help us understand what the Nokia brand stands for, and what makes it different. They provide detailed instructions about how to promote our products, our services and ourselves consistently. We have a large number of people at our back.These give us unequaled opportunities to continue shaping the face of human communications.

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APPENDIX

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P8,11

NOKIA.COM h t t p : / / w w w. n o k i a . c o m / e n _ i n t / news/media-library/nokia-historyphotos#17

P1,4,6–7,

Designer:

28–29,33,38–

Qiushi Bai

39,48–49,50

wasaki@gmail.com qiushibaidesign.com

VCG.COM h t t p : / / w w w. v c g . c o m

Brand: NOKIA

Typeface: Dinpro/ Avenir

STUDENT PROJECT. Academy of Art University 79 New Montgomery Street San Francisco, CA 94130

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