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There is no design without discipline. There is no discipline without intelligence.
—Massimo Vignelli Designer
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TABLE OF CONTENTS
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04–19
20–41
LEARN ABOUT THE BRAND
DIVE INTO IDEAS
Our Visions The Evolving Identity Aspirational Logos
Ideation Framework Idea Camp #1: Immersive Idea Camp #2: Interactive Idea Camp #3: Unfolding Emerged Possibilities
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60–63
CONVERGENCE AND FOCUS
THE FINAL REVEAL
In-depth Exploration Refined View Final Stretch
Final Logo The Conclusion
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01 Background Research
LEARN ABOUT THE BRAND Our Visions The Evolving Identity Aspirational Logos
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WE STRIVE TO BRING AUDIENCE ENGAGEMENT TO THE NEXT LEVEL WITH INTRIGUING STORIES AND IMMERSIVE INTERACTIONS.
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Here at Mutual, we engage our audience with intriguing storytelling and immersive interactions. Our visual identity should be the reflection of our visions for the future of Mutual.
Intriguing
Immersive
“There was something intriguing about how Mutual sounded - so much different than the other networks. There was a crispness, a faster pace, almost a swagger in its sound; besides, there were those goofy tones in the commercial breaks, too.”
Cooperative
Sponsor Delaware, Lackawanna & Western Coal Co. (Blue Coal) made one important change, transforming the “Shadow” from a narrator (and silent force) of the crime stories into an active participant, originally voiced by Orson Welles.
Unfolding
“Co-ops,” as they were called in the trade, were nothing new (dating as far back as 1930), but Mutual seized on the idea and soon became the co-op leader, a position it would hold well into the 1950s.
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All the efforts made by Mutual in its golden time are all about creating a different, crisp, and immersive experience for the audience. The experience as a whole is similar to the process of unfolding a box.
THE EVOLVING IDENTITY Mutual in the fall of 1949 found a sense of identity. For years, the network had been almost apologetic about the differences between it and the other networks. This section presents the evolving identity of Mutual Broadcasting System and some of the changes over a long period.
“Mister PLUS” is Mutual`s first logo, which combined a plus sign and a microphone to become the first animate trademark in the business. Mister PLUS would appear in ads, all projecting and reflecting the flexibility in hookup selection and community-level marketing that was Mutual’s stock in trade.
“Mister PLUS”, 1949
Mutual Broadcasting System, 1960
Mutual Broadcasting System, 1965
Mutual Broadcasting System, 1969
Mutual Broadcasting System, 1977
Mutual Broadcasting System, 1985
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ASPIRATIONAL LOGOS
Letter M
The City of Melbourne is a local government area in central city area of Melbourne, the capital of Victoria, Australia.
Similarity The logo of Mutual will be more friendly and welcoming; the shape will indicate more human and interactive side of Mutual.
Differences The logo of Mutual might share the solid type form of “M” and some gradient colors.
Founded by Berry Gordy, Jr. in 1959, Motown is an American record company, is now owned by Universal Music Group, when it acquired PolyGram in the year of 1999.
Differences The letter “M” and the idea of giving a sense of space by dividing solid shape are similar to Mutual logo.
Similarity Mutual logo will feel more friendly, and the colors will help to construct space in the logo.
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China Movie Channel is a trade name of CCTV-6, a film channel of CCTV (China Central Television). The current Movie Channel logo was updated on 2015.
Similarity The letter form will be similar to Mutual`s logo; also, the use of colors to create space is similar.
Differences Mutual logo will feel more interactive and since the logo will have multiple shapes to add more meanings to it.
Founded in 1954, Millipore Corporation was an American international biosciences company, acquired by Merck KGaA in 2010 and renamed to EMD Millipore.
Similarity Creating a sense of space using different colors is similar to the logo concept of Mutual.
Differences Mutual logo will have more round angles and shapes that create unique meanings.
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ASPIRATIONAL LOGOS
Letter M
Founded by Twitter co-founder Evan Williams in August 2012, Medium is a blog-publishing platform, is now a hybrid of non-professional publishers.
Similarity The solid shape indicates letter M; the colors are also showing the sense of space.
Differences Mutual logo will be more friendly and solid. The visual weight of Mutual logo will also be heavier.
Facebook has finally introduced its much rumored digital assistant for Messenger, and it will be known as M. It’s being called a personal assistant with a human touch.
Similarity The gradient colors create a sense of space, and the folding design is similar to Mutual`s unfolding idea.
Differences The Mutual logo will be more recognizable when it`s small, and Mutual logo will be multiple pieces to create a sense of connection.
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Faces
Language Fusion provides quality, affordable translation, and interpretation services to corporate, medical, legal, non-profit, NGO.
Similarity The minimal design and the showing of the face are similar to Mutual logo.
Differences Mutual logo will have multiple pieces, and the visual style of the faces will be softer.
The Macintosh is a series of personal computers (PCs) designed, developed, and marketed by Apple Inc.
Similarity Showing two faces will create a sense of connections, and the concept of interactions is similar.
Differences The Mutual logo will have separated pieces to create direct connection between visual and the concept.
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ASPIRATIONAL LOGOS
Faces
The Public Broadcasting Service is an American public broadcaster and television program distributor.
Similarity The idea of multiple faces showing the concept of connection and community.
Differences The Mutual will show more interactive side of the visual and concept.
Psychologist in Boca Raton, Florida practice individual counseling as well as family psychotherapy, focusing on eating disorder therapy.
Similarity The form of two faces coming together is similar to the core concept of Mutual logo.
Differences Mutual logo will have more solid shapes and minimized face shape.
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Unfolding Shapes
Founded in 1972 by Jesús de Polanco, PRISA (Promotora de Informaciones, S.A) is a Spanish media conglomerate, is now the world’s leading Spanish and Portuguese-language business group in the fields of education, information, and entertainment.
HealthGrid.com is the industry leader in Doctor/Patient engagement solutions.
Similarity The gradient colors and space are similar to Mutual logo`s main ideas.
Differences Mutual logo will be more solid and steady.
Similarity The link and connection form will be similar to Mutual logo.
Differences Mutual logo will be more showing the interaction in an indirect way.
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ASPIRATIONAL LOGOS
Unfolding Shapes
Elf was a French oil company which merged with Total in 2000, is now a major brand of Total group.
Similarity Two solid shapes are coming together to create interactions between pieces.
Differences The Mutual logo will be more solid and have a more steady construction.
Based on the prepaid model, Yes is the brand name of YTL Corporation in Malaysia.
Similarity The changes happen on the side of the letter form, showing interactions.
Differences The Mutual logo will be constructed in a more solid and square-based fashion.
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Originally founded in 1981, KT (formerly Korea Telecom) is a South Korean integrated wired/wireless telecommunication service provider.
Similarity The ribbon design showing the sense of space and connection is similar.
Differences Mutual will not have a fluid form like the ribbon.
Mindshare is a global media and marketing services company created in 1997 through the merger of the of JWT and Ogilvy & Mather within WPP Group.
Similarity The two round shapes coming together and join using gradient colors is similar.
Differences The Mutual logo will be more recognizable in black and white.
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ASPIRATIONAL LOGOS
Unfolding Shapes
Appeared in France in 2002, Poweo was an electricity supply and gas company, merged with Direct Energy to create the company Poweo Direct Énergie in 2012.
Similarity Showing space and distance using solid flat shape and color are similar to Mutual.
Differences The Mutual logo might have more colors, and the shape will be more solid.
Rebranded from the former Shell operations NZ in 2011, Z Energy is a New Zealand fuel distributor with branded service stations.
Similarity The gradient colors and space are similar to Mutual logo`s direction.
Differences Mutual logo will have more solid and steady construction to create reliability.
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Total is a French multinational oil and gas company, and one of the “Big Six” oil companies in the world. The original company was founded on 1924, as the Compagnie française des pétroles.
Similarity Showing space and distance using solid flat shape and color are similar to Mutual.
Differences The Mutual logo might have few colors, and the shape will be more solid and steady.
Chevron Corporation is an American multinational energy corporation. One of the successor companies of Standard Oil.
Similarity The solid construction and folding idea are the similar ideas.
Differences The Mutual logo might have more spacing to show the idea of individual but cooperative.
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Divergence
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02 Divergent Ideas
DIVE INTO IDEAS Ideation Framework Idea Camp #1: Immersive Idea Camp #2: Interactive Idea Camp #3: Unfolding Emerging Possibilities
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Divergence
Ideation framework
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Keywords The ideation begins with keywords that are supposed to serve the vision of the brand. These defined and embodied the soul of the Brand. Next phase will be extending them into stronger key phrases that each define a unique and discrete attitude—each with a slightly
different angle, but hang together because they come from the vision of the brand. These phrases will also help to help guide the ideation process as sketching process goes.
Method The key phrases defined categories—or “camps” that the sketching will happen within in this phase. Delivering a mix of three types of solutions within each camp is the goal: Graphic only, graphic +type and type only. Studies in semiotic categories: iconic, indexical and
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symbolic are also important. Ten solid, highly refined hand sketches per camp will be delivered. However, to get to 10 refined sketches, much more sketches will be done to get to the point which enough explorations are made.
IDEA CAMP#1 IMMERSIVE Concept Mutual is always dedicated to telling stories in a different way—an immersive way to bring people into the deepest layer of senses, emotions, and souls of the story.
Approach Theses are some explorations that I made for camp one: “Immersive“. Initially, my strategy was using abstract shape to show artifact-looking forms. Think about the spinning top in the movie Inception; the little artifact works as a bridge between reality and dream.
I treated these explorations as the first step, but I seemed to have gone too far, I have to somehow gain control of the process because it might be problematic if the directions go uneven.
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Divergence
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Showing the idea of stacking and maze, this prototype seems to be a good start.
Solid triangle suits Mutual`s visions for the overall shape.
The meanings are integrated into this shape well; the structure is also solid; however, it might be misleading with its “S“ shape.
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Shape wrapping into the letter “M,“ making this prototype one of the strongest idea in this collection.
The letter forms are interesting and simple, but the layout is not working well right now.
Solid construction, but the overall looking feel is a little bit dull.
The shapes are quite unified and solid, the looking feel is also interesting; it has some potential.
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This prototype feels edgy, simple, and strong. The letter form does have some potential.
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Divergence
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The form of this prototype looks solid and strong, but the overall shape is not that ideal for expressing the idea of letter “M“.
The shapes are creating a sense of space and it feels simple. The overall looking feel is close to Mutual`s vision for a logo.
This idea reveals a sense of depth and space, but the lines at corners are awkward for a solid logo shape.
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This prototype is solid and very strong. The shapes do make sense for a brand like the new Mutual.
IDEA CAMP#2 INTERACTIVE Concept The interactions are everywhere in Mutual`s soul; they do not only exist within the stories, but also between story and the audience.
Approach These are some of the ideas for “Interactions.“ A lot of attempts are made to catch these floating ideas within this word. These ideas come out quickly to dig into the concept and to find out more possibilities as soon as possible.
By relating the idea of interaction with visual form, some shapes start to emerge on the sketch paper. The highlighted directions are either connecting multiple pieces or self-containing and showing the interactive concept.
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Divergence
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The construct of this prototype is fluid and showing a sense of space.
The prototype has multiple pieces, creating a sense of diving in.
This prototype has a lot of potential as a logo: it`s simple, strong and easy to remember.
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This piece is showing the idea of connecting and links.
This letter form has some potential since it`s showing a sense of connecting and has some rhythm to it.
The letter “M“ is dominant overall, but it`s also showing a friendly impression and a sense of interact.
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This prototype does give the idea of connecting and interactions; however, it`s somehow too complex.
The shape is straight forward and simple, but it almost feels generic.
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Divergence
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idea CAMP#3 unfolding Concept Mutual`s vision is that we think we do not only unfold a story, but also a complete experience from the story. Unfolding is an important part of the ideation, which makes this part of the sketch more vital.
Approach Unfolding is an important part of the ideation process; abstract shapes are ideal for this camp because it will make the conceptual part simpler and stronger. Folding and unfolding, stacking and floating pieces; these are all interesting ideas to discover.
By stacking and gluing pieces together, things start to become interesting and exciting as some of the prototypes look abstract, meaningful, powerful, and minimal. This camp might be the most powerful and robust one in the whole ideation process so far.
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Divergence
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This prototype shows the ideas of unfolding by stacking multiple pieces, the overall shape is still a little bit generic and empty.
Strong concept and simple, solid construct, this one has a lot of potential of being a good logo.
The idea is quite clear, while the overall construct feels weak.
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The structure distracted the overall idea; good attempt, but not quite there as a final logo.
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Divergence
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The construct is simple and strong, but it somehow feels weak.
The combination of multiple pieces represents the idea of folding and the process of unfolding.
The shape of the “M” is quite clear, and the shapes are folding into the joint, showing the idea of unfolding.
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This prototype has a lot of potential as a logotype, but it’s not focused enough as a logo.
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Divergence
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This prototype has interesting structures, but the shape overall is off from Mutual`s vision.
Strong potential to become the logo of Mutual, the structure is showing the idea well.
The prototype has solid an simple The form is wrapping into a letshape, but the shapes feel like animal. ter M, the concept goes through smoothly, making this prototype a good candidate for the logo.
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Divergence
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Emerging Possibilities This stage is the summary of the first ideation stage. Prototypes with potential to become the final logo are selected and collected to provide general directions for the next phase of the ideation process.
This collection should contain various of shapes letter forms, and conceptual thinking to extract the essence of the ideas. In next phase, the project will start to diverge again to bring even more possibilities, but with these directions, the ideation will be more focused and precise.
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Divergence
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Focus
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03 Focus
CONVERGENCE AND FOCUS In-depth Exploration Refined View Final Stretch
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in-depth exploration After the first round of exploration in the previous stage, some potential possibilities have emerged. In this phase, in-depth explorations will be made to reach the new possibilities.
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The approach will be staying open to new opportunities as well as refining the results from last round of sketching. Also, more conceptual thinking on the characteristics of Mutual will be added to the ideation strategy at this point.
This prototype reveals the concept of connection and interaction.
Two faces are showing the idea of mutual, making this a new direction of Mutual`s logo.
This is a refined idea of faces creating a feeling of communication and interactions. The shape is also showing the letter “M�.
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This direction has balanced placement and a solid looking feel; the graphic elements are also indicating the process of interaction.
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Focus
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Book is one of the most classic media of stories, which is Mutual`s focus.
This prototype takes the inspirations from the shape of eyes. The concept was “unlocking your eyes.“ The shape is also simple and solid, making this easy to remember as a logo.
The side view of people`s head with an abstract waveform together create a sense of resonance.
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Two people facing with the waveform create a meaning of communication and interaction. However, the structure is not focused.
REFINED VIEW After the previous 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 the refined versions.
MUTUAL
MUTUAL
M UTUAL
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Final Stretch After all the sketches made in this ideation process, it`s finally the time to do one more push to the final moment. In this final phase, a lot of variations are explored and identified to add more to the process.
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Shapes
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Colors
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Final Reveal
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04 Final Logo Display
THE FINAL REVEAL Final Logo The Conclusion
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FINAL L0G0
THE CONCLUSION This ideation process on Mutual`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 Mutual. With the solid base created in this development guide, the ideation and execution will be smoother and stronger, making the whole system even more robust and solid.
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Display
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