2. THE VISUAL DEVELOPMENT GUIDE

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2. THE VISUAL DEVELOPMENT GUIDE


THE VISUAL DEVELOPMENT GUIDE


2. THE VISUAL DEVELOPMENT GUIDE


THE VISUAL DEVELOPMENT GUIDE

Advanced technolog way we work and the but it also boosts pr


gy changes the e skills we need, roductivity.  ­­—Alain Dehaze


THE VISUAL DEVELOPMENT GUIDE

Contents Contents


01

01

02

02

Logo Reaerch

[06-11]

The Old Identity New Concept

Logo Reaerch

[06-11]

The Old Identity New Concept

Initial Sketches

[12-27]

Initial Sketches Refinement

Initial Sketches

[12-27]

Initial Sketches Refinement

03

03

Digital Sketches Digital Sketches

Digital RefinementSketches Digital Sketches Refinement

04

04

Final Logo

[36-43]

Look A Like Logos [36-43] Final Logo The LookFInal A LikeLogo Logos The FInal Logo

[28-35]

[28-35]


THE VISUAL DEVELOPMENT GUIDE


01

Logo Reacerch The Old Identity New Concept


08

THE VISUAL DEVELOPMENT GUIDE

Chapter 01

The Old Identity Casio Computer Co. has been very consistent in its visual branding. The company has been using the same logo for ages, with only minor color modifications.

Casio logo meaning and history The company was established in 1946 in Mitaka, Tokyo under the name of Kashio Seisakujo. Today, it is a multinational consumer commercial electronics manufacturer based in Shibuya, Tokyo. Symbol Casio The wordmark is clear and upscale. There’s nothing more than the name of the brand and the registered trademark symbol. Colors of the Casio emblem The main color of the wordmark is blue (PMS 293), while the background is white. If the logo goes with the text “The unexpected extra,” then red is also used (PMS 186 for coated paper and PMS 1925 for un-coated paper). Font of the Casio Logo The square sans serif type used for the Casio logo resembles Eurostile Bold Extended, yet if you take a closer look you may notice that the “A” is somewhat different, more like the “A” from the Microgramma font, so it is very likely that the font featured on the wordmark is actually Microgramma.


LOGO REACERCH

1957–1972

1972–Present

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10

THE VISUAL DEVELOPMENT GUIDE

Chapter 01

New Concept

Casio develops new and creative digital products for its users because Casio helps people live their lives effectively. For our concept, we developed one key phrase for each keyword. By adding key phrases for each keyword, we developed and visualized the identity system. Each keyword associates with one concept. The first keyphrase is “Increase efficiency”, which is comes from the keyword “Productivity”. It means Casio improves the quality of people's everyday lines by advancing productivity. The second key phrase is “Ease of Access” from Accessibility because Casio helps people find solutions easily anywhere. The last key phrase is “Joy of Success”. It means Casio is successful in helping people solve problems.


LOGO REACERCH

Productivity Increase Efficiency

Accessibility Ease of Access

Solution Joy of Success

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THE VISUAL DEVELOPMENT GUIDE


02

Initial Sketches Initial Sketches Refinement


THE VISUAL DEVELOPMENT GUIDE



16

THE VISUAL DEVELOPMENT GUIDE

Chapter 02

Accessibility Accessibility has the meaning, "Ease of Access" signifying that you can simply get what you need by hand. To express the simple connection between people and the product, lines were drawn.

A


INITIAL SKETCHES

A

The dots signify the information that people seek and the connecting lines indicate how we connect digitally to each other.

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THE VISUAL DEVELOPMENT GUIDE

Chapter 02

Productivity Productivity means that people can improve their lives through efficiencies. The logo design uses the letter C to emphasize Casio's name.

A


19

INITIAL SKETCHES

A

The overlapping shapes show the accumulation of knowledge.

B

There is another model in the hexagon. This means that new and more creative knowledge is being created within by our people.

C

The small pieces of knowledge gather to become the large C-shaped design.

B

C


20

THE VISUAL DEVELOPMENT GUIDE

Chapter 02

Solution Solution means to solve the problem and shows the "Joy of Success". We used the arrow shape to show that people have to move forward to solve a problems. The digital shapes represent the solution between a person and a tool.

A


21

INITIAL SKETCHES

A

In the letter C, the arrow points up. When people solve a problem, it paves the way for progress and development.

B

This design is a combination of a face profile human shape and digital design. This represents the increase in intelligence by people using digital products.

B


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THE VISUAL DEVELOPMENT GUIDE

Chapter 02

Refinement We have redesigned the two styles of the logo designed by Productivity in a small piece of the logo and the alphabet C in the hexagonal style.

A


INITIAL SKETCHES

A

The angled C shows electronic devices, and the small pieces expressed the accumulation of the work.

B

This C character is separated. It is a design that can see from small pieces to large chunks.

B

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THE VISUAL DEVELOPMENT GUIDE

Chapter 02

Refinement In the Joy of Success, we redesigned the digital design and the hexagonal shape so that they are well represented. The current Casio feeling is expressed by digital products.

A


INITIAL SKETCHES

A

This design combines hexagonal shape, letter C and digital design. We wanted to emphasize a futuristic.

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THE VISUAL DEVELOPMENT GUIDE

Chapter 02

Refinement The idea that it comes from two keywords Productivity and Solution, and engages movement. The whole feeling is simple. We emphasized the letter C with the hexagonal shape and pixellated. The digital design signifies speed to express the fast progress of technology.


INITIAL SKETCHES

Chapter 02

Font Sketches The Casio font has a design that can show a digital feeling. The thin line provides a light and fast expression. The fonts are angled to express a mechanical feelings.

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THE VISUAL DEVELOPMENT GUIDE


03

Digital Sketches Digital Sketches Refinement


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32

THE VISUAL DEVELOPMENT GUIDE

Chapter 03

Digital Sketches We rendered to logo digitally based on an initial sketch. The symbol combines three different parts of the letters “C” into one logo. Each shape based on a hexagon. The relationship between the hexagon and “C” is that of digital rendering. It represents the Joy of Success and Increase Efficiency.


DIGITAL SKETCHES

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DIGITAL SKETCHES

Chapter 03

Refinement We redesigned it in several styles centered on a combinational of hexagon and digital shapes. Among them, we chose the logo design with the letter C with a separate digital design. It is because the two shapes are simple and together, show strength.

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04

Final Logo Look A Like Logos The FInal Logo


38

THE VISUAL DEVELOPMENT GUIDE

Chapter 04

Look A Like Logos These logos utilize the hexagonal shape and emphasize the letter C. Most of the companies that use hexagons were tech or digital. The landscape orientation indicates innovation.


FINAL LOGO

The logos of other companies indicate that they are fast. Usually there are many expressions of movement.

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THE VISUAL DEVELOPMENT GUIDE

Chapter 04

The Final Logo Casio's new logo design tries to create a simple logo so people can easily recognize the meaning of the company in the logo itself. Casio is working hard to develop efficient digital products that will improve people's lives. We made the hexagonal shape of the letter C in front of Casio. Hexagons have many facets, which show versatile talent. Also, it is composed of angles and expresses digital perfection in its symmetry. The design next to the letter C is a combination of digital data and speed, signifying that people can solve their problems quickly and efficiently.

+ Hexagon

= C

+ Speed

= Digital


FINAL LOGO

41


THE VISUAL DEVELOPMENT GUIDE



THE VISUAL DEVELOPMENT GUIDE

DESIGNER Younjee Nam

TYPOGRAPHY Arial Halyard Display

DESIGN TOOLS Adobe Illustrator CC Adobe InDesign CC Adobe Photoshop CC

INSTRUTOR & CLASS INFORMATION Hunter Wimmer Fall 2018 Nature of Identity



THE VISUAL DEVELOPMENT GUIDE


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