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
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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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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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02
Initial Sketches Initial Sketches Refinement
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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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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
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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
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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
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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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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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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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03
Digital Sketches Digital Sketches Refinement
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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
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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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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
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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