G R E E N P E AC E VISUAL DEVELOPMENT GUIDE
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G R E E N P E AC E VISUAL DEVELOPMENT GUIDE
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Greenpeace Visual Development Guide First published in 2016 © Yun-Chih Chung
www.defiantaction.com
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THE TABLE OF CONTENTS
08 10 14 < VISUAL DEVELPOMENT GUIDE >
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001
VISUAL ANAYSIS
001-1
THE OLD MARK
001-3
LOGO RESEARCH
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001-2
NEW CONCEPTS
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002
IDENTITY DEVELOPMENT
002-1
LOGO SKETCHES
32
002-2
DIGITAL SKETCHES
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It’s not an investment if it’s destroying the planet. —— VANDANA SHIVA An Indian scholar, environmental activist and anti-globalization author. Dr. Vandana Shiva trained as a Physicist and completed her Ph.D. on the ‘Hidden Variables and Non-locality in Quantum Theory’ in Canada. She later shifted to inter-disciplinary research in science, technology and environmental policy in India.
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001-1
OVERVIEW
V I SU A L A N A LYSIS The new mark represents the rebirth of Greenpeace. It expresses the importance of environment and the spirit of brave individuals, through the symbol of leaf and shield. It looks Strong, bold, and sharp.
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001
THE OLD MARK NEW CONCEPTES LOGO RESERARCH
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001-1
THE OLD MARK
Before developing a new identity for Greenpeace, we should examine and understand the design of the past look. The old Greenpeace logo features the organizationâ&#x20AC;&#x2122;s name in a simple way, reflecting its eco-friendly spirit. The green and white colors of the wordmark add freshness to the overall design. The symbol of the earth and the hand represent the environment, peace, prosperity and stability.
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What will be changed? The new Greenpeace logo will establish our voice as a watchdog organization and brave individuals. We will update the brand to more accurately reflect the values, ambitions, and distinct characteristics of the organization.
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001-2
NEW CONCEPTS
G
The next step of the visual development is research and brainstorming. There are three main ideas which highlight our future direction and help to explore new visual system that fit our soul and mission. We intend to use Letter “G” as a symbol to represent Greenpeace, and apply the three ideas to the letter as a combination to present a meaningful and provoking mark.
Initial “G”
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concept
ELEMENT
Courage Defend / Protection Warrior
Heart / Fire Shield Face, Badge
Virtual Surveillance
Tech / Space Eye / Target
Aggressive
Shark / Arrow
IDEA 01 Brave Individual
IDEA 02 Invisible Attack
IDEA 03 Remain Defiant
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001-3
LOGO RESEARCH
Competitors Logos A brandâ&#x20AC;&#x2122;s mark should be unique and standout from the competitorsâ&#x20AC;&#x2122; designs in the world. Through logo research, we will visually understand the overall concept and visual language from the other brand and avoid the similarity. After researching competitors logos, we can see there are too many trees and too much green and earth that represent the environment. What if we get rid of these elements and enhance a sense of our soul?
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Similar Logos We intend to use letter “G” on the logo to represent Greenpeace. We want to look into other design that help us bring inspiration and at the same time avoid any similarity to our logo.
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001-1
OVERVIEW
The new mark represents the rebirth of Greenpeace. It expresses the importance of environment and the spirit of brave individuals, through the symbol of leaf and shield. It looks Strong, bold, and sharp.
TR < VTIHSEU AV LI SDUEAVLE S LP OA MTEENGTY GGUUI DI DEE >>
IDENTITY D E V E LO P M ENT
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002
LOGO SKETCHES DIGITAL SKETCHES
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002-1
LOGO SKETCHES IDEA 01 / Brave Individual
COURAGE
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A brave individual reflects the soul of Greenpeace. There are three keywords for developing this idea, which are: Courage, Defend, and Warrior. The benefit of courage is that it expresses adventurousness, determination and a passionate mind. I used the symbol of heart and fire to represent this concept. After trying to sketch them out, I found that the idea is too simple and not profound enough.
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IDEA 01 / Brave Individual
DEFEND
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When thinking about Defend, I used a shield to represent this concept. A shield is the symbol of security and safeguard. It reflects the protection of our environment. I tried to combine the shield with the letter G. When I sketched it, I found the design was too generic and unimaginative. Thus, I tried to add more meanings behind the logo and sketched more for this new direction.
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IDEA 01 / Brave Individual
WARRIOR
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The idea of Warrior came from environmental fighter, battler, and backer. It presents the soul of brave individuals and their never-give-up fighting spirits. I used a symbol of face and badge as a direction to develop some sketches. But, most sketches are too much complicated and lose simplicity.
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IDEA 02 / Invisible Attack
VIRTUAL
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Invisible attack reflects Greenpeace’s new vision, which is to perform radical Surveillance and take virtual action. There are two keywords for developing this concept, which are: Virtual and Surveillance. When thinking about the word virtual, the keywords came to my mind are tech and space. It’s about a stealthy way using technology to take actions. I tried some circuit and three-dimensional style in this concept, but the sketches were too techy and not connect to the brand’s soul.
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IDEA 02 / Invisible Attack
SURVEILLANCE
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For the concept of Surveillance, I have two key words: Eye and Target. I intend to enhance a feeling of control and watchdog. I sketched some eagle eye, but the graphics looked too similar to other exist logos. As I sketched the concept about target, I made them too much like a camera or some other objects that losts simplicity.
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IDEA 03 / Remain Defiant
AGGRESSIVE
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The keyword for the idea of remaining defiant is aggressive. When thinking about â&#x20AC;&#x153;aggressiveâ&#x20AC;?, I have the symbol of shark and arrow to represent this concept. However, my sketches are way too sharp and lead to a sense of combative and destructive, which is antipathetic and disturbing.
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DIGITAL SKETCHES
Brave Individual / Shield After trying many sketches to explore ideas for our mark, we focus on the concept of a shield and add a new direction of wave and combine them together into digital marks. However, the new marks made me feel like similar to the brand Quiksilver. It made me change the mark and develop more sketches to based on the same direction.
SHIELD
WAV E
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GREENPEACE I came up with a new concept with a hidden letter G in the logo to emphasize Greenpeaceâ&#x20AC;&#x2122;s new vision, which is to perform virtual actions and present our new stealthy style. I remained the idea of a shield and keep the negative space to indicate a symbol of wave. I really think this is a right direction for the new Greenpeace because it reflects multiple meanings with a simple shape.
SHIELD
green
WAV E
world
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The environment and the economy are really both two sides of the same coin. If we cannot sustain the environment, we cannot sustain ourselves. —— WANGARI MAATHAI Kenyan environmental and political activist, was awarded the Nobel Peace Prize in 2004 for her actions to promote sustainable development, democracy and peace.
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Copyright Š 2016 Yun-Chih Chung
chung.yun.chih@gmail.com www.chungyunchih.com This book is a non-commerial project for education purposes and is not intented to represent the Greenpeace brand.
Design / Yun-Chih Chung Class / Nature of Identity Professor / Hunter Wimmer Photography / Daniel BeltrĂĄ, Camille Seaman All rights are reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, recording, photocopying or otherwise, without prior permission of Yun-Chih Chung.
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