Life – Visual Standards Guide // GR604 Student Project

E N V I S I O N A N E W F U T U RE

Visual Standards Guide

E N V I S I O N A N E W F U T U RE

Visual Standards Guide

Life

Visual Standards Guide

Contents 01

02

It’s All About Life

Life’s New Identity

0 6 –11

22 –2 3

OUR STORY

LIFE’S NEW LOGO

1 2 –1 3

2 4 –25

IDENTIT Y EVOLUTION

LOGO ANATOMY

1 4 –1 6

2 6 –27

OUR MISSION

CLEAR SPACE

1 8 –1 9

2 8 –2 9

FUTURE PURPOSE

LOGO VARIATIONS 3 0 – 31

SIZING CHART 32 – 33

LOGO MISUSE 2

A BOU T TH I S BOO K This visual standards guide specifies the construction of Life’s new visual identity system and usage guidelines for every component. It closes out the development phase of our visual system and leads us to Life’s future extensions.

anatomy, usage guidelines, and variations of the logo.

We also introduce colors, typography, and graphic elements to the visual system.

We start the book with a brand overview because we want to be inspired by the essence of Life when designing our new identity. We then introduce Life’s new identity and show

In the final chapter, we envision how Life will step into new realms and fulfill its mission. We also identify future opportunities for brand extensions and will build a website dedicated to the offerings.

03

04

Visual System Guidelines

Brand New Future

3 6 – 37

50 – 63

COLOR PALETTE

NEW REALMS IN LIFE

3 8 – 41

6 4 –7 7

T Y POGRAPHY SYSTEM

SEE OUR VISION

4 2 – 47

GRAPHIC ELEMENTS

3

01 It’s All About Life

01

It’s All About Life 0 6 –11

OUR STORY 1 2 –1 3

IDENTIT Y EVOLUTION 1 4 –1 6

OUR MISSION 1 8 –1 9

FUTURE PURPOSE

5

Life

Visual Standards Guide

OUR STORY

Originally a humor magazine founded in 1883, Life was reincarnated as a weekly magazine with a strong emphasis on photojournalism after it was purchased in 1936 by Henry Luce, the owner of Time. Life was the first all-photographic American news magazine. It has impacted society in many unforgettable ways, allowing people to eyewitness events happening around the globe and be more aware of the world.

6

Life

Visual Standards Guide

Life: A Prospectus for a New Magazine —Henry Luce, 1936

8

01 It’s All About Life

Our Story

To see life; to see the world; to eyewitness great events; to watch the faces of the poor and the gestures of the proud; to see strange things—machines, armies, multitudes, shadows in the jungle and on the moon; to see man’s work—his paintings, towers and discoveries; to see things thousands of miles away, things hidden behind walls and within rooms, things dangerous to come to; the women that men love and many children; to see and take pleasure in seeing; to see and be amazed; to see and be instructed...

9

Life

Visual Standards Guide

IDENTIT Y EVOLUTION

When it was first launched as a humor magazine in 1883, Life’s logo was very different from its iconic look. The classic logo debuted with the relaunched magazine in 1936.

For decades, the logo went back and forth between a few variations, but the overall look had stayed the same— white sans serif logotype on a red box background.

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01 It’s All About Life

Identity Evolution

1883

1 922

1 93 6

1964

1 9 82

2000

13

Life

Visual Standards Guide

OUR MISSION

14

01 It’s All About Life

Our Mission

Life’s mission is to inspire people to see life and share their view with the world

15

01 It’s All About Life

Our Mission

“The camera is my weapon against the things I dislike about the universe and how I show the beautiful things about the universe.”

—Gordon Parks

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Life

Visual Standards Guide

FUTURE PURPOSE

18

01 It’s All About Life

Future Purpose

The new Life will evolve beyond simply bringing the world to people through still images and articles, and beyond using printed media as the only format. Instead, Life will inspire you to go see life yourself, and even more so, to be a storyteller yourself. By providing a wide range of products and services, Life will allow you to experience diverse places, cultures, and ways of living; to be the eyewitness to the fast-changing environment. Life will also build platforms and networks for you to share your view and join the discussion about what’s happening in today’s world.

Contests, festivals, and exhibitions will allow people who want to document their experience through art and literacy to present their talents and perspectives.

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02 Life’s New Identity

02

Life’s New Identity 22 –2 3

LIFE’S NEW LOGO 2 4 –25

LOGO ANATOMY 2 6 –27

CLEAR SPACE 2 8 –2 9

LOGO VARIATIONS 3 0 – 31

SIZING CHART 32 – 33

LOGO MISUSE 21

Life

Visual Standards Guide

Our new logo represents the inspiring experiences out there in the world

22

02 Life’s New Identity

LIFE’S NEW LOGO

Life’s New Logo

Life’s new logo has two components: the Spark symbol and the Life wordmark. The Spark symbol reflects Life’s mission of inspiring people to see the world. The Life wordmark is confident and straightforward, with altered F and E that tie the components together. We move beyond Life’s iconic white-on-red color combination, which might be seen as conservative in today’s world, and go after a color combination that is vivid, optimistic, and friendly.

Symbol

Signature

Wordmark

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Life

Visual Standards Guide

LOGO ANATOMY

The new Life logo is built accurately with the X value as a unit of measurement. X is defined by the height of the L, as shown in this spread.

Our signature should appear exactly as shown in these guidelines. The position, size, color, proportions, and spatial relationships may not be altered. Always use the approved artwork. Do not redraw or recreate the logo.

0.4X

X

X

24

0.4X

3X

02 Life’s New Identity

Logo Anatomy

1.2X 1.5X

0.9X

1.2X

270°

3X

90°

1.5X 90°

0.25X

45° 0.2X

X 0.2X

0.7X

0.25X

0.1X

25

Life

Visual Standards Guide

CLEAR SPACE

0.7X

0.7X

X

0.7X

26

The clear space is defined by X. X is defined by the height of the L, as shown in this spread. In order to visually balance the asymmetrical logo, the clear space is not even on each side. Please note that we use the width of the L, which is 0.7X, as a secondary value for clear space. The minimum clear space is indicated on this spread. Whenever possible, this amount of clear space should be increased.

0.7X

02 Life’s New Identity

X

Clear Space

X

X

X

0.7X

27

Life

Visual Standards Guide

LOGO VARIATIONS

TH RE E - CO LO R LOGO & TH RE E - CO LO R RE V E RS E D Our three-color signature should be in its designated colors in most cases. Alternatively, use three-color reversed logo on a background of solid black or a dark image. When legibility is secured, it is okay to put our logo on an image, as long as the image shows a natural looking (not staged or heavily edited) view of our world.

T WO - CO LO R LOGO & T WO - CO LO R RE V E RS E D Only use the two-color logos on designated solid backgrounds shown to the right. This application should be limited to corporate materials such as stationery, merchandise, and staff apparel.

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02 Life’s New Identity

Logo Variations

We prepared multiple variations of our logo for different applications. Follow the guidelines closely and always prioritize legibility.

O N E - CO LO R LOGO Only use one-color logo when there is no other option. Use the all-yellow logo on darker backgrounds. When legibility is secured, it is okay to put our logo on an image, as long as the image shows a natural looking (not staged or heavily edited) view of our world.

B L ACK & WH ITE LOGO Only use the black and white logo when there is no other option.

Use black and white logo for better contrast if the logo has to be placed on a busy background.

However, this type of application is not most ideal.

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Life

Visual Standards Guide

SIZING CHART

In order to maintain the most legibility and design impact on all print and digital media, we organize this sizing chart to indicate the acceptable minimum sizes for all of our logo versions. Please refer to this chart before scaling down our logo to extremely small sizes.

30

02 Life’s New Identity

LOGO V E RS I O N

V E RTI C A L S I G N AT U RE

H O R I ZO NTA L S I G N AT U RE

Sizing Chart

S Y M BO L O N LY

WO R DM A RK O N LY

1.25″ / 90 px in width

0.5″ / 36 px in width

0.3125″ / 22 px in width

Minimum print logo size 0.3125″ Use three-color symbol on solid black background or use one-color symbol only.

16px in width (digital only)

Minimum digital logo size 16px

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Life

Visual Standards Guide

LOGO MISUSE

It is important to maintain the integrity of the logo. Do not alter, discolor or skew the logo in any way. Shown to the right are some (but not all) examples of logo misuse.

1. DO NOT change the logo color to a non brand-approved color.

2. DO NOT switch the logo color.

3. DO NOT outline the logo.

4. DO NOT wrap or stretch the logo.

5. DO NOT replace the wordmark with other typefaces.

6. DO NOT apply effects to the logo.

7. DO NOT change the proportion of the elements.

8. DO NOT change the location of the elements.

9. DO NOT put the logo on a busy background (For acceptable logo usage on an image background, see pages 26–27).

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02 Life’s New Identity

Logo Misuse

04

05

06

04

05

06

LIFE 07

08

09

33

03 Visual System Guidelines

03

Visual System Guidelines 3 6 – 37

COLOR PALETTE 3 8 –2 9

T Y POGRAPHY SYSTEM 40 – 43

GRAPHIC ELEMENTS 4 4 – 47

EXECUTION EX AMPLES

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Life

Visual Standards Guide

COLOR PALETTE

We move beyond Life’s iconic white-on-red color pairing, which might be seen as conservative in today’s world, and go after a color combination that is vivid, optimistic, and friendly. These colors are used throughout all touchpoints and serve as our brand colors.

For four-color process printing, please use designated CMYK values instead of directly changing Pantone colors to process colors.

For better brand consistency, we carefully match the process color to how Pantone color will perform on prints.

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03 Visual System Guidelines

Color Palette

Y E LLOW PMS CMYK RGB HEX

108 C 0 5 100 0 255 230 0 #FFE600

B L ACK CMYK 0 0 0 100 RGB 0 0 0 HEX #000000

ORANGE PMS CMYK RGB HEX

2010 C 0 50 100 0 247 148 29 #F7941D

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Life

Visual Standards Guide

T YPOGRAPHY SYSTEM

We have chosen our typography as it is reflective of our active, confident, and friendly personality. Use the following weight for all text cases, including print and digital.

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03  Visual System Guidelines 

M U LI B L ACK Used mainly for display-size headings and call-outs for key messages.

M U LI B L ACK Used in all caps for titles, subtitles, call-to-action phrases, and other key information. Do not use all caps in long sentences.

Typography System

See life.

OUR NEW MISSION CONTENTS B R A N D H I STO RY

Z I LL A S L A B M E D I U M Used in introductory paragraphs and large size numerals.

Life has impacted society in many unforgettable ways.

See life stories from past and present.

M U LI S E M I BO LD Used for body copy.

The new Life will evolve beyond simply bringing the world to people through still images and articles, and beyond using printed media as

the only format. Instead, Life will inspire you to go see life yourself and even more so, to be a storyteller yourself.

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Life

40

Visual Standards Guide

03 Visual System Guidelines

Typography System

41

Life

Visual Standards Guide

GRAPHIC ELEMENTS

To add visual interest to our identity system, we borrow forms from our logo and use them as graphic elements.

When being used properly, graphic elements can help people recognize our brand without seeing the logo.

42

03  Visual System Guidelines 

S PA RK PE R I O D When setting up a display size heading, the last period in a paragraph can change to our spark in the other brand colors (yellow or orange) to add accent into the design.

Graphic Elements

See life

To correctly set the spark period, type out regular period in Muli Black for reference, match the width of the spark to the width of the period, then increase the spark period size by 20%. Visually align the spark to the center of the regular period, then delete the latter.

ee life.

Regular period is set in the same typographic style as the heading.

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Life

Visual Standards Guide

GRAPHIC ELEMENTS

DO Let the holding shape bleed on the layout and let the showing anchor points touch the edge of the layout.

44

03 Visual System Guidelines

Graphic Elements

H O LD I N G S H A PE The holding shape is a flexible 90° rotated rectangle cropped in the layout. It does not need to be a diamond. The dynamic shape is derived from our logo, it can be used to hold imagery on some campaign materials to add brand accent into the design. We recommend using a solid black background for this type of application.

DO N ’ T DO NOT let the holding shape bleed at the bottom, as the layout looks confined.

DO NOT show the full holding shape, as the layout looks confined.

DO NOT move the anchor point away from the edge of the layout.

In this example, the irregular shape at the bottom is drawing too much attention.

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04 Brand New Future

04

Brand New Future 50 – 63

NEW REALMS IN LIFE 6 4 –7 7

SEE OUR VISION

49

Life

Visual Standards Guide

NEW REALMS IN LIFE

50

04  Brand New Future 

New Realms In Life

We envision how Life will step into new realms and fulfill its mission of inspiring people to see life and share their view with the world.

We identify 18 future opportunities for brand extensions and organize them into a comprehensive chart on the following pages.

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Life

Visual Standards Guide

New Realms in Life PD 02 PD 01

E N 02

E N 01

S V 03

S V 01 SV 04

EV 04

S V 02

E X P 02

E V 01

E V 03

E DU 01

E X P 01

E V 02 E DU 02

E X P 03 E DU 03

Seeing the world

52

Sharing the view

ew

New Realms In Life

PRO DUC T S

E N V I RO N M E NT S

S E RV I CE S

E V E NT S

E X PE R I E N CE S

E DUC ATI O N

PD 01

Life Journal

PD 02

Life Translator

E N 01

Life Museum

E N 02

Life Library

S V 01

Life Out There

S V 02

Life Local

S V 03

Life Self-Publishing

SV 04

Life Live

E V 01

Life Documentary Film Festival

E V 02

Life Cultural Fair

E V 03

Life Cottage Craft Fair

EV 04

Life in Art

E X P 01

Life Volunteer Program

E X P 02

Life Around the Corner

E X P 03

Life Through A Door

E DU 01

Life Talk

E DU 02

Life Storyteller Workshop

E DU 03

Life Special Issue

g in ar Sh

Se

ei

ng

th

th

e

e

w

vi

or

ld

04 Brand New Future

53

Life

Visual Standards Guide

Products PD 01

PD 02

LIFE JOURNAL

LIFE TRANSLATOR

Document your special life experience and share your view with the world

Enjoy a more respectful and in-depth experience with our translator app

OU R A PPROACH Life partners with journal making companies such as Moleskine, Rhodia, and Leuchtturm. Our co-branded journals are designed to fit the needs of different kinds of people who want to document their experience on-the-go or at home. We offer various sizes, layouts, and paper types to choose from. We encourage people to share their experience and thoughts on social media.

M I SS I O N - FOCUS Life Journal reinforces our mission of inspiring people to share their view by encouraging them to document their experiences in a tangible form and share with the world.

S I M I L A R TO Moleskine, Rhodia, Leuchtturm D I F F E RE NTI ATI O N Life donates 5% of the profits from Life Journal sale to under-resourced students for school supplies such as notebooks, pencils, etc.

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OU R A PPROACH Life Translator is a handy app that helps users understand common words, signs, and conversations while they are out there seeing the world. The app also offers guidelines and useful knowledge to help users experience local cultures in respectful ways.

M I SS I O N - FOCUS Life Translator reinforces our mission of inspiring people to see the world by providing helpful language and culture support that furthers people’s experience.

S I M I L A R TO Google Translate, TripLingo, iTranslate D I F F E R E NT I AT I O N Life Translator not only translate the contents, but also explains them when they are relevant to cultural-specific knowledge or taboo.

04 Brand New Future

New Realms In Life

Environments E N 01

E N 02

LIFE MUSEUM

LIFE LIBRARY

See life stories from humankind’s past and present, and tell yours for our future generations

See what the lives of people were like in history and enjoy an open space to share your view

OU R A PPROACH

OU R A PPROACH

Life Museum is a place for life stories. Our exhibitions are curated to reflect issues that are relevant to the fastchanging world. While we’re bringing stories to the viewers, we also welcome viewers to contribute to the contents and share their views. We also make use of Life’s heritage— our photo archive—to help complete the narrative.

Life Library is a place where you can easily access all the past issues and contents of Life Magazines. We organize the contents and make them easy to search. Our library is also an open space for smaller scale events, such as Life Talk and Life Storyteller Workshop.

M I SS I O N - FOCUS Life Museum reinforces our mission of inspiring people to see life and share their view by bringing life stories from around the world that are eye-opening and enlightening to people.

S I M I L A R TO National Museum of Natural History, California Academy of Science, or any Historical Society museum D I F F E RE NTI ATI O N While competitors are scientific or history-focused, our museum features real life stories from the past and present.

LI N K E D TO

M I SS I O N - FOCUS Life Library reinforces our mission of inspiring people to see life by making available our historical archive of what the lives of people in the past were like.

S I M I L A R TO Public libraries D I F F E R E NT I AT I O N Life Library provides the most complete archive of contents from past Life Magazines. We are also an open space for Life related events.

LI N K E D TO Life Around the Corner, Life Talk, Life Storyteller Workshop

Life in Art

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Life

Visual Standards Guide

Services S V 01

S V 02

LIFE OUT THERE

LIFE LOCAL

See and experience what the lives of people from other cultures are like

Let local people show you what local lives around the world are like

OU R A PPROACH

OU R A PPROACH

Life Out There is a travel agency that provides itinerary customizing and travel coordination services. We focus on tailoring the most eye-opening and unforgettable experience for people who want to see life through travel. We do this by coordinating with local establishments.

Life Local is a service that connects people with local guides from around the world. Our local guides will tell you everything about what people’s lives are like in the regions they are in.

M I SS I O N - FOCUS

Life Local reinforces our mission of inspiring people to see life by connecting them with local guides from different cultures that know the best about the essence of local lives.

Life Out There inspires people to see life by providing chances for people to experience the local life of different cultures and regions in the world in an in-depth way.

S I M I L A R TO Airbnb, Expedia, TripAdvisor D I F F E RE NTI ATI O N Life Out There focuses on bringing a unique cultural experience to people through thoughtful coordination with local establishments, not just based on popularity.

LI N K E D TO Life Local

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M I SS I O N - FOCUS

S I M I L A R TO Lonely Planet, Intrepid Travel US, STA Travel D I F F E R E NT I AT I O N Unlike other travel tours that are often centered around a specific theme or district, our local guides provide a more holistic introduction of local culture.

LI N K E D TO Life Out There

04 Brand New Future

New Realms In Life

S V 03

SV 04

LIFE SELF-PUBLISHING

LIFE LIVE

Let the world read about the life stories you want to tell

See life stories and current events that are inspiring, even when you’re not out there, yet

OU R A PPROACH Life provides full-service publishing for print and e-books.

Authors and artists can publish their stories and promote their publications on Life’s platforms. We also provide advice and resources on editing, marketing, and cover design to take your publication further.

M I SS I O N - FOCUS Life Self-Publishing service reinforces our mission of inspiring people to share their view by opening up the possibility of storytelling for people around the globe.

S I M I L A R TO Kindle Direct Publishing, CreateSpace D I F F E RE NTI ATI O N Life Self-publishing service comes with editing, marketing, and cover design advice.

OU R A PPROACH Life Live is an online channel and live-streaming service that focuses on real-life events and human-interest stories.

Life’s official channel brings current events around the world to viewers. The live streaming service allows users to share their unique views with the world and become storytellers themselves.

M I SS I O N - FOCUS Life Live reinforces our mission of inspiring people to see life and share their view by providing a platform for them to see current events around the world while having the chance to share their own view.

S I M I L A R TO Tik Tok, Instagram, YouTube D I F F E R E NT I AT I O N Life Live offer both neutral and reliable news and usergenerated contents.

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Life

Visual Standards Guide

Events E V 01

E V 02

LIFE DOCUMENTARY FILM FESTIVAL

LIFE CULTURAL FAIR

Spread life stories and see the world through documentary films OU R A PPROACH Life hosts an annual documentary film festival and provides a new opportunity for filmmakers to share the life stories they want to tell. Life also partners with different documentary festivals to allow a wider audience to see the world through the documentaries.

M I SS I O N - FOCUS Life Documentary Film Festival reinforces our mission of inspiring people to share their view by offering filmmakers the opportunity to share their experience through films.

S I M I L A R TO

See and appreciate cultural diversity by experiencing them close up OU R A PPROACH Life hosts cultural street fairs in communities that have unique cultural backgrounds. Visitors get themselves closer to different cultures that are celebrated by the locals. The event helps foster appreciation towards cultural diversity and allows people to experience cultures in their lively forms.

M I SS I O N - FOCUS Life Cultural Fair reinforces our mission of inspiring people to see the world by providing opportunities for them to experience different cultures face-to-face.

S I M I L A R TO NorthCal Cherry Blossom Festival, Sunday Streets

SF DocFest, Full Frame Documentary Film Festival

D I F F E R E NT I AT I O N

D I F F E RE NTI ATI O N

Unlike other neighborhood street fairs that are usually organized by local organizations, Life Cultural Fair is organized globally.

Our film festival focuses on true life stories from around the world.

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04 Brand New Future

New Realms In Life

E V 03

EV 04

LIFE COTTAGE CRAFT FAIR

LIFE IN ART

Appreciate traditional handcrafted goods from artisans in local communities around the world OU R A PPROACH Life holds craft fairs to sell cottage industry goods from around the world. Life connects fair-trade vendors, cottage industry owners, and non-profits to work out a better way to promote craftsmanship in different cultures while benefiting local makers with the sales.

M I SS I O N - FOCUS Life Cottage Craft Fair reinforces our mission of inspiring people to see the world by promoting appreciation towards different cultures and the arts and crafts they produce.

S I M I L A R TO Maker Faire, Etsy Holiday Emporium D I F F E RE NTI ATI O N

Life stories told through art—calling talented people to share their view OU R A PPROACH Life in Art is an art award that recognizes and celebrates people who use their talents to share their views. We welcome entries from around the world and curates pieces for touring exhibitions. We also feature them on Life’s online gallery for more people to see the world through art.

M I SS I O N - FOCUS Life in Art reinforces our mission of inspiring people to share their view by empowering them to be storytellers through the visual arts.

S I M I L A R TO ArtPrize, Future Generation Art Prize D I F F E R E NT I AT I O N Unlike other contemporary art prizes that don’t have an over arching theme set up, Life in Art set up a different theme that is relevant to people’s lives every year.

Unlike other craft fairs that feature individual vendors from within the country, our craft fair focuses on imported goods from cottage industries around the world.

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Visual Standards Guide

Experiences E X P 01

E X P 02

LIFE VOLUNTEER PROGRAM

LIFE AROUND THE CORNER

See life while enhancing people’s lives through volunteering aboard

Meet with people from different cultural backgrounds and be inspired by the conversation

OU R A PPROACH Life provides volunteer projects around the globe.

Volunteers will experience local culture and be more aware of environmental and social issues in the world. They will contribute their skills and time to make someone’s life better. We encourage volunteers to document their unique experiences and share them with the world.

M I SS I O N - FOCUS Life Volunteer Program reinforces our mission of inspiring people to see life by offering them the opportunity to live and volunteer somewhere afar.

S I M I L A R TO Projects Abroad, United Nations Volunteers D I F F E RE NTI ATI O N Unlike other programs that are more work-experience focused, our program lets volunteer experience local life and culture, and encourages them to share their experience though various media.

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OU R A PPROACH Life Around the Corner is a place for people to meet up and connect with people from different cultural backgrounds.

It can be established in a designated room in schools and community centers, or simply in a coordinator’s backyard.

Life provides promotional kits and activities handbook to help people enjoy and be inspired by this experience.

M I SS I O N - FOCUS Life Around the Corner reinforces our mission of inspiring people to share their views by helping people from different cultural backgrounds connect with each other and get involved in shared conversations.

S I M I L A R TO Meetup, Facebook Groups, Eventbrite D I F F E R E NT I AT I O N Life Around the Corner is both organized by the brand and by user. We also have physical locations that are open for people to walk in.

04  Brand New Future 

New Realms In Life

E X P 03

LIFE THROUGH A DOOR Greet people on the other side of the world through our installation OU R A PPROACH Life Through a Door is an interactive installation that looks like an open door. A big screen is built within the door frame, as well as a camera and a microphone. We set up a temporary installation in several populous cities in the world. Through the screen, people can see the lively streets on the other side of the world and even have a little chat with a stranger who lives thousands of miles away.

M I SS I O N - FOCUS Life Through a Door reinforces our mission of inspiring people to see life by providing them chances to interact with people from around the world.

S I M I L A R TO FaceTime D I F F E RE NTI ATI O N Unlike any video chatting services, Life Through a Door is a public installation that not only has a communication function but also allows people to simply enjoy the view of a different place in the world.

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Life

Visual Standards Guide

Education E DU 01

E DU 02

LIFE TALK

LIFE STORY TELLER WORKSHOP

Listen to inspiring life stories from people around the world OU R A PPROACH Life partners with TED Talk and holds a series of special talks that are related to real life stories and current issues around the world. We distribute recording of talks both through TED website and our own, increasing the chance for the contents to reach a larger group of audience.

M I SS I O N - FOCUS Life Talk reinforces our mission of inspiring people to share their view by offering them the opportunity to either be inspired or inspire people through talks.

S I M I L A R TO TED Talk, The Moth D I F F E RE NTI ATI O N The theme of Life Talk focuses on real life stories.

Cultivate storytelling skills among youth by offering photography and writing workshops OU R A PPROACH Life provides photography and writing workshops of different levels to students age 6–­­­18. Participants can learn about how to use photography and writing to document people’s lives. We also provide volunteer and tutor opportunities to college students from relevant majors, so they can share their knowledge while practicing their skills.

M I SS I O N - FOCUS Life Storyteller Workshop reinforces our mission of inspiring people to share their view by helping youth to build their storytelling skills through workshops so they can share their views more creatively and efficiently.

S I M I L A R TO 826 National, Aspire Education Project D I F F E R E NT I AT I O N We also introduce students to photography.

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04 Brand New Future

New Realms In Life

E DU 03

LIFE SPECIAL ISSUE Learn about cultural heritage of different places around the world OU R A PPROACH Life collaborates with UNESCO (The United Nations Educational, Scientific and Cultural Organization) to publish special issues that celebrate diverse cultures around the world. The publication will introduce dozens of Intangible Cultural Heritage (ICH) that are recognized by UNESCO as part of a place’s cultural heritage. Life only charges for printed copies. We will also distribute free copies to schools located in places that are mentioned in the issue.

M I SS I O N - FOCUS Life Special Issue reinforces our mission of inspiring people to see life around the world by providing informative contents about intangible cultural heritage that will yield people’s interest to go and experience in-person S I M I L A R TO National Geographic, TIME, Afar D I F F E RE NTI ATI O N Life Special Issue is more of a cultural guide and less of a periodical publications that cover a wide range of topics.

Life Special Issue focuses on human’s cultural heritage.

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Life

Visual Standards Guide

SEE OUR VISION

To better illustrate our vision, we cherry-pick nine of the extensions and bring them to life with storytelling scenes and captions. The following spreads show a small part of the contents. To see them all, please visit our dedicated website: goseetheworld.xyz

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Life

Visual Standards Guide

Mexican teenagers celebrating their heritage at Life Cultural Fair

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04 Brand New Future

See Our Vision

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Life

Visual Standards Guide

04 Brand New Future

See Our Vision

Visitors of Life Museum watching a short film about women from history who were ‘firsts’ in their fields

Life

Visual Standards Guide

Visitors going from one exhibition room to another in Life Museum

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03  Brand New Future 

See Our Vision

A woman monitoring the recording of a Life Talk event

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Life

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Visual Standards Guide

03 Brand New Future

See Our Vision

Participants at a Life Around the Corner gathering enjoying their dicussion

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Engaged students taking in the contents featured at Life Storyteller Workshop

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03  Brand New Future 

See Our Vision

A Life Local guide taking visitors to see a traditional market in Istanbul

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Volunteers excited to begin their time in Life Volunteer Program

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03 Brand New Future

See Our Vision

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WHAT’S NEXT

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What’s Next

It has been an exciting journey and we are now close to the end of this project.

In the final chapter, we envision how Life will step into new realms and fulfill its brand mission. To bring this further, we build a website that is dedicated to our future brand extensions. Take a look at: goseetheworld.xyz

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COLOPHON D E S I G N + STR ATE G Y Yijing Yan D I SCL A I M E R This is a student project, is meant to be transformative in nature, and was created in the spirit of academic fair use. This book is not intended to represent the parent brand in any way.

I M AG E SOU RCE images.google.com/hosted/life time.com/photography/life originallifemagazines.com unsplash.com pexel.com moma.org T Y POG R A PH Y Muli Zilla Slab

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VISUAL STANDARDS GUIDE