SeaWorld | 03 Visual Standards Guide—Student Project

03 VISUAL STANDARDS GUIDE

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01.

THE OLD SYMBOL AND THE NEW SYMBOL

CHAPTER

6-7

1.1 The old symbol

8-9

1.2 The new symbol • New logo concept • Brand soul • Keywords • New Mission

10-11

1.3 Idea development

12-13

1.4 logo anatomy The signature Clear space

14-15

1.5 Dimension restrictions

16-17

1.6 Incorrect use

18-19

1.7 Logo color

02.

THE FUTURE DIRECTIONS

CHAPTER

22-27

2.1 Brand map

28-47

2.2 Future of SeaWorld

3

4

01.

CHAPTER

THE OLD SYMBOL AND THE NEW SYMBOL

1.1 The old symbol 1.2 The new symbol • New logo concept • Brand soul • Keywords • New Mission 1.3 Idea development 1.4 logo anatomy The signature Clear space 1.5 Dimension restrictions 1.6 Incorrect use 1.7 Logo color

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1.1 THE OLD SYMBOL

> OLD LOGO CONCEPT This is a review of SeaWorld's logo development since 1964. It can be found that the past SeaWorld logos use elements of animal performance to reflect their characteristics.

1964

6

1966

1979

1998

1999

2014

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1.2 THE NEW SYMBOL

New logo

> NEW LOGO CONCEPT

>BRAND SOUL

With the new mission determined, the old logo will

Build an sustainable and friendly relationship between

be replaced, reflecting the new characteristics of

human and marine lives.

sustainability, conservation, and interactivity.

> KEYWORDS

>NEW MISSION

• Conservation

Provide a sustainable and friendly way to inspired

• Sustainability

people to conserve our ocean and marine life.

• Interactivity

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1.3 IDEA DEVELOPMENT

Sea Shield

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Waves

Sea

> NEW LOGO DESCRIPTION The final logo is the combination of shied to represent protection. Top of "S" shape to represent sustainable, and the wave shape represent the ocean. The color choices two types of blue represent the ocean. All in all, the logo delivers the message of protecting marine lives and ocean environment.

Shield

Typeface: Presicav bold

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1.4 LOGO ANATOMY THE SIGNATURE CLEAR SPACE

> THE STRUCTURE OF LOGO DESIGN

> LOGO PLACEMENT

Logo anatomy presents how SeaWorld’s logo was

For ultimate visibility and impact, it's important

constructed, structured, and balanced. It clearly shows

to retain a designated clear space around the

the geometric shapes and scales within the logo.

signature. The minimum clear area is shown below. This area is designated as being equal to the height of the letter in the logotype. It should never be intersected or intruded upon by any other graphics object or edge. Nor should it be enclosed in a shape. Maintain

> SYMBOL, LOGO, AND SIGNATURE

this clear space in all uses to give the sign the proper breathing room to visually stand out.

The symbol is the graphic icon on the logo. The structure of the symbol considered the cost and

As a unit of measurement, "x" equals the cap-

printing process. The Logotype is a typographic

height of the letter "S" in "SeaWorld." The

descriptor which includes the name, SeaWorld. The

minimum required clear space is a distance of

signature system is the combination of the graphic

"x" surrounding each side of the signature.

icon and the typographic descriptor. Proper use

Allow additional clear space between the

of the SeaWorld signature is the foundation of

signature and any other adjacent elements

the visual identity program. Follow the standards

in the layout (type, illustrations, photos, etc.)

outlined in this manual to ensure that the correct

whenever possible

form of the signature is always used.

The logo should never be intersected or intruded upon by any other graphics object or edge. Nor should it be enclosed in a shape.

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CMYK

RGB

Lab

HEX

85

38

40

266c7d

0

08

-32

25

5

-21

68

109

70

0

186

-26

0

236

-37

51 6dbaec

0

CLear space

X

X

Signature

Symbol

X X

B°

B°

X

Logotype

X

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1.5 DIMENSION RESTRICTIONS HIGHT

>1M

5CM

>1CM

1CM

14

VERSION A

VERSION B

VERSION C

VERSION D

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1.6 INCORRECT USE

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> DON'T DO THESE K e e p a c o n s i s t e n t p re s e n t a t i o n o f i d e n t i t y i s important. Therefore, the way the signature is displayed must be given careful attention shown below are examples of incorrect or unacceptable uses of the SeaWorld signature. · Do not add any other phrases to the signature. · Do not wrap type closely around the symbol. · Do not use a shape to tightly surround or enclose the symbol. · Do not change the orientation of the symbol. · Do not use two-color combinations other than specified in this manual. · Do not distort, stretch or vary the proportions of the symbol. · Do not superimpose a colored symbol or signature on a colored or black background.

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1.7 LOGO COLOR

Preferred color

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One color

> ON DIFFERENT BACKGROUND The color specifications were developed to add flexibility and protect the appearance of the signature. Follow the rules below in handling the SeaWorld logo or a signature.

Black

White

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02.

CHAPTER

THE FUTURE DIRECTIONS

2.1 Brand map 2.2 Future of SeaWorld · SeaWorld Underwater Resort · SeaWorld Underwater Equipment Store · SeaWorld Diving School · SeaWorld Biology Classroom · SeaWorld Biology Classroom · Academic Cooperation University Seminar · SeaWorld Underwater Activity Club · SeaWorld VR Experience Hall · Marine biology laboratory · SeaWorld Volunteer Organization

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2.1 BRAND MAP > BRAND EXTENSIONS P

Product

S

Service

EN

Environment

EX

Experiences

ED

Educational Opportunities

EV

Event

C

Co-Branding Opportunities

> CONSERVE OCEAN AND MARINE LIFE SUSTAINABILITY

S-1 S-6

S-3 C-1

I-5 S-5

S-2 I-3 C-3 C-4 S-4

C-2 C-5

CONSERVATION

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I-4 I-6

I-1 I-2

C-6

INTERACTIVITY

S-1. SeaWorld Aquarium

C

S-3. SeaWorld Model Hall

EN

C

P

EN

>Description:

>Description:

SeaWorld Underwater park partnerships with

SeaWorld creates 3D models of marine animals for

aquariums around the world to help people know

viewing and sale. The form of models replaces the

marine life safely.

biological specimen to reflect sustainability.

>Mission-specific:

>Mission-specific:

The form of cooperation with the aquarium reinforces

Real and interesting model products reinforces our

our mission of pursuing the sustainable development

mission of raising awareness of the protection of marine

of the ocean through people's understanding of

life by the fun and sustainable ways.

marine life. >Similar to: >Similar to:

ARTKAL

Aquarium of the Bay >Different: >Different:

The form of models replaces the biological specimen

It is not a form of the traditional classroom to

to reflect sustainability.

understand marine life, but a safe solution.

S-2. SeaWorld Underwater Resort

EX

ED

EN

>Description: The resort, which is based on the natural environment, offers underwater activities such as diving, snorkeling activities, and features hotel rooms. Through the glass built in the room, visitors can view the fish swimming around the hotel. >Mission-specific: The experience of a close encounter with animals reinforces our mission of pursuing the sustainable development of the ocean by enhancing people’s

S

C

S-4. SeaWorld Underwater Activity Club

EX

EV

>Description: The club hosts and provides a wide range of underwater activities for underwater enthusiasts, including diving, snorkeling, underwater photography and more. >Mission-specific: The marine-themed underwater event reinforces our mission of promoting public awareness of the ocean and let people fall in love with the ocean by creating interactive activities. >Similar to: Auckland University Underwater Club

awareness of protecting marine life >Similar to: Hanauma Bay

>Different: SeaWorld encourages underwater enthusiasts to participate in a variety of activities, where you will have the opportunity to make friends with other people with similar interests.

>Different: Instead of seeing animals trapped in a tank space, people are exposed to animals in a natural environment.

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S-5. SeaWorld Library

ED

The safe and professional underwater product reinforces

P

our mission of increasing people's interaction with the >Description: To provide a wide variety of marine categories printed and interactive books for children and adults. >Mission-specific: Comprehensive book type reinforces our mission to raise awareness of protecting the ocean by mastering knowledge. >Similar to: Library of Congress >Different: In addition to traditional printed books, there are modern interactive books that increase people's interest in reading.

S-6. SeaWorld Online Class

ED

>Description: Choose different course types based on your individual needs. It is also a great opportunity for people to meet new friends with the same interest in the ocean. >Mission-specific: Rich and diverse online course types reinforce our mission of creating opportunities to interact with marine life by gaining more knowledge. >Similar to: Avenues The world school >Different: Create online communication.

I-1. SeaWorld Underwater Equipment Store P EN >Description: SeaWorld Underwater Equipment Store sells all kinds of equipment related to underwater activities, for example, diving suits, goggles, underwater cameras, and so on. It will provide consumers with more professional and safe protection. >Mission-specific: 24

ocean through fun and safe ways. >Similar to: Aqua-Lung >Different: SeaWorld designs their own equipment for each tourist, It is characterized by customized services to improve their safety when performing underwater activities.

I-2. SeaWorld Diving School

ED

EN

EX

>Description: High-quality and professional lessons help people to explore the ocean world safely. >Mission-specific: The professional and systematic diving courses reinforce our mission of creating opportunities to interact with the ocean by mastering diving skills >Similar to: The Ocean Corporation >Different: The school offers a full range of technology and diving environments to inspire students' interests and fall in love with the ocean.

I-3. SeaWorld VR Experience Hall

EX

EV

P

ED

>Description: People can see and experience the deep ocean through the VR equipment. By creating a virtual walking tour, people are free to choose to "go" to anywhere in the ocean. Marine-themed VR games and movies are also available. >Mission-specific: The immersive and safe environment reinforces our mission of increasing people's understanding of the ocean and lets people protect the ocean through augmented reality. >Similar to: onedome

EN

S

>Different: Choose a different underwater world in one place through fast, realistic and safe methods.

>Mission-specific: Basic and interesting biology classes reinforce our mission of creating opportunities to interact with marine life by gaining more knowledge.

I-4. SeaWorld Volunteer Organization EV

>Similar to: Turtle Trax

EN

>Description: Promote and maintain a good marine environment and address issues such as animal rights and rescue to help marine animals return to the ocean. >Mission-specific: T h e m a r i n e p ro t e c t i o n v o l u n t e e r o rg a n i z a t i o n reinforces our mission of raising public awareness of protecting the marine environment and marine life by encouraging communities. >Similar to: GoEco >Different: Encouraging people of all ages and backgrounds to focus on protecting the environment and marine life.

I-5. SeaWorld Photography Club

EX

EV

P

>Description: Encourage artists to create underwater photography.

Some themed competitions and courses will help you get better photos. And there will be a chance to meet friends who have common interests. >Mission-specific: Conduct courses and competitions on underwater photography reinforces our mission of promoting public awareness of the ocean and let people fall in love with the ocean by creating interactive activities. >Similar to: The New York Underwater Photographic Society >Different: Create social.

I-6. SeaWorld Biology Classroom

ED

>Description: Suitable for adults and children interested in marine life. There will be opportunities to get close to marine life in class and get to know them.

>Different: Participants have the opportunity to take advantage of the knowledge and skills they have learned to participate in animal rescue operations and truly help the animals in distress.

C-1.Academic Cooperation University Seminar EV ED >Description: The purpose is to exchange professional research results and devote attention to the training of experts in marine ecology and environmental science. It also offers a range of workshops and conferences throughout the year. >Mission-specific: This professional and cutting-edge academic exchange reinforce our mission of protecting marine life and the ocean environment by sharing academic results. >Similar to: National University >Different: To provide accessible, achievable higher education to professional learners.

C-2.Marine Technology Research Center EV

ED

>Description: Provide hardware technical support for marine research. Reduce or resolve mechanical equipment failure. Committed to the increasing reliability of machines for marine. >Mission-specific: The safe and professional technical support reinforces our mission of increasing people's interaction with the ocean through safe ways. >Similar to: SEAPORT-E 25

EX

>Different: Constantly update new products to make products better serve workers.

>Different: Encouraging people of all ages and backgrounds to focus on protecting the environment and marine life.

C-3. Marine biology laboratory

C-5. SeaWorld Foundation

EV

ED

S

>Description: The laboratory is dedicated to scientific discovery —exploring fundamental biology, understanding biodiversity, and the environment, breeding for marine animals and plants and informing the human condition through research and education.

>Description: SeaWorld Foundation is created to raise support for grassroots conservation projects, 100% of the funding we raise goes toward these conservation projects: rescue & rehabilitation, conservation education, habitat protection, species research and so on.

>Mission-specific: The scientific experiments and researches reinforce our mission of improving the protection of the ocean by collecting data.

>Mission-specific: SeaWorld Foundation reinforces our mission of rescuing, conservation education, habitat protection, species, and research by raising funds.

​ eaWorld research center provides a lab for scientists to S do all kinds of experiments and research. The ultimate goal is to promote the sustainable development of the marine industry.

>Similar to: The Ocean Foundation

​>Similar to: Virtual Marine Biology Lab >Different: The laboratory will be open to the public at specific times, with a limited number of visitors visiting the institute. The lab will disseminate marine knowledge to the public, and encourages people to protect marine life and the environment.

C-4. SeaWorld Bio Rescue Center

EV

ED

>Description: SeaWorld Bio rescue Center rescue marine animals from injured, running aground, illegal captivity, and so on. >Mission-specific: SeaWorld Bio rescue Center reinforces our mission of protecting marine life by rescue marine animals from injured, running aground, illegal captivity, and so on >Similar to: The Marine Mammal Center Rehab

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>Different: Not only to raise funds but also to raise funds for rescue activities.

C-6. SeaWorld Environmental Protection Center EV EN S >Description: SeaWorld Environmental Protection Center is dedicated to understanding the ocean and its inhabitants in order to promote the wise use of marine resources. >Mission-specific: SeaWorld Environmental Protection Center reinforces our mission of promoting the wise use of marine resources, species, and research by understanding the ocean and its inhabitants. >Similar to: Ocean Conservancy >Different: Create social.

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2.2 FUTURE OF SEAWORLD

> SeaWorld Underwater Resort EX

ED

EN

S

C

>Description: The resort, which is based on the natural environment, offers underwater activities such as diving, snorkeling activities, and features hotel rooms. Through the glass built in the room, visitors can view the fish swimming around the hotel. >Mission-specific: The experience of a close encounter with animals reinforces our mission of pursuing the sustainable development of the ocean by enhancing people’s awareness of protecting marine life >Similar to: Hanauma Bay >Different: Instead of seeing animals trapped in a tank space, people are exposed to animals in a natural environment.

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> SeaWorld Underwater Equipment Store P

EN

>Description: SeaWorld Underwater Equipment Store sells all kinds of equipment related to underwater activities, for example, diving suits, goggles, underwater cameras, and so on. It will provide consumers with more professional and safe protection. >Mission-specific: The safe and professional underwater product reinforces our mission of increasing people's interaction with the ocean through fun and safe ways. >Similar to: Aqua-Lung >Different: SeaWorld designs their own equipment for each tourist, It is characterized by customized services to improve their safety when performing underwater activities.

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> SeaWorld Diving School ED

EN

EX

>Description: High-quality and professional lessons help people to explore the ocean world safely. >Mission-specific: The professional and systematic diving courses reinforce our mission of creating opportunities to interact with the ocean by mastering diving skills >Similar to: The Ocean Corporation >Different: The school offers a full range of technology and diving environments to inspire students' interests and fall in love with the ocean.

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> SeaWorld Biology Classroom ED

>Description: Suitable for adults and children interested in marine life. There will be opportunities to get close to marine life in class and get to know them. >Mission-specific: Basic and interesting biology classes reinforce our mission of creating opportunities to interact with marine life by gaining more knowledge. >Similar to: Turtle Trax >Different: Participants have the opportunity to take advantage of the knowledge and skills they have learned to participate in animal rescue operations and truly help the animals in distress.

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> Academic Cooperation University Seminar EV

ED

>Description: The purpose is to exchange professional research results and devote attention to the training of experts in marine ecology and environmental science. It also offers a range of workshops and conferences throughout the year. >Mission-specific: This professional and cutting-edge academic exchange reinforce our mission of protecting marine life and the ocean environment by sharing academic results. >Similar to: National University >Different: To provide accessible, achievable higher education to professional learners.

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> SeaWorld Underwater Activity Club EX

EV

>Description: The club hosts and provides a wide range of underwater activities for underwater enthusiasts, including diving, snorkeling, underwater photography and more. >Mission-specific: The marine-themed underwater event reinforces our mission of promoting public awareness of the ocean and let people fall in love with the ocean by creating interactive activities. >Similar to: Auckland University Underwater Club >Different: SeaWorld encourages underwater enthusiasts to participate in a variety of activities, where you will have the opportunity to make friends with other people with similar interests.

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> SeaWorld VR Experience Hall EX

EV

P

ED

EN

S

>Description: People can see and experience the deep ocean through the VR equipment. By creating a virtual walking tour, people are free to choose to "go" to anywhere in the ocean. Marine-themed VR games and movies are also available. >Mission-specific: The immersive and safe environment reinforces our mission of increasing people's understanding of the ocean and lets people protect the ocean through augmented reality. >Similar to: onedome >Different: Choose a different underwater world in one place through fast, realistic and safe methods.

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> Marine biology laboratory EV

ED

>Description: The laboratory is dedicated to scientific discovery —exploring fundamental biology, understanding biodiversity, and the environment, breeding for marine animals and plants and informing the human condition through research and education. >Mission-specific: The scientific experiments and researches reinforce our mission of improving the protection of the ocean by collecting data. ​ eaWorld research center provides a lab for scientists to S do all kinds of experiments and research. The ultimate goal is to promote the sustainable development of the marine industry. ​>Similar to: Virtual Marine Biology Lab >Different: The laboratory will be open to the public at specific times, with a limited number of visitors visiting the institute. The lab will disseminate marine knowledge to the public, and encourages people to protect marine life and the environment.

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> SeaWorld Volunteer Organization EV

EN

>Description: Promote and maintain a good marine environment and address issues such as animal rights and rescue to help marine animals return to the ocean. >Mission-specific: T h e m a r i n e p ro t e c t i o n v o l u n t e e r o rg a n i z a t i o n reinforces our mission of raising public awareness of protecting the marine environment and marine life by encouraging communities. >Similar to: GoEco >Different: Encouraging people of all ages and backgrounds to focus on protecting the environment and marine life.

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>DESIGN

>SCHOOL

Yuqi Qiu

Academy of Art University

>CLASS

>PRINT

Nature of identity

blur

>INSTRUCTOR

>PAPER

Hunter Wimmer

Premium matte

>IMAGE SOURCE

>HISTORY SOURCE

https://www.google.com/

https://www.google.com/

https://unsplash.com/

https://seaworldentertainment.com/about-us/

https://pixabay.com/

https://www.telegraph.co.uk/news/worldnews/ northamerica/usa/7322889/The-story-behindTilikum-the-killer-whale.html https://en.wikipedia.org/wiki/SeaWorld

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383615106@qq.com This book is non-commercial project for education purpose and is not intended to represent the SeaWorld brand.

All rights are reserved. No part of this publication may be produced, stored in a retrieval syster or transmitted in any form or by any means, electronic, mechanical, recording, photocopying c otherwise, without prior permission of Yuqi Qiu.

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