02 W I N C H E S T E R // VISUAL DEVELOPMENT GUIDE
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Copright @ 2016 Zenglin Wang www.neweraofprotection.com This book is a non-commercial project for education purposes and is not indented to represent the Winchester brand. All rights are reserved. No part of this publication may be reproduced, stored in a retrial system or transmitted in any form or by any means, electronic,mechanical,recording, photocopying or otherwise, without prior permission of Zenglin Wang.
02 W I N C H E S T E R // VISUAL DEVELOPMENT GUIDE
NEW REACHES
Winchesters become more widely known as its firearms continued to be popularized by celebrities. Teddy Roosevelt,Buffalo Bill, and Annie Oakley all owned Winchester rifles, and there endorsements contributed heavily to the company’s brand lore. Over the years, Winchester has reinforced its history by crafting limited edition rifles inspired by the adventures of famous fans like Buffalo Bill, and now seeks to continue reinforcing the brand’s rich history in a new way.
OUR MISSION T O C R E AT E A N E W T Y P E O F P R O T E C T I O N T H AT I S I N T E L L I G E N T, E F F I C I E N T, A N D I N N O VAT I V E I N ORDER TO EMPOWER CONSUMERS.
The new Winchester through five aspects media, retail, education, research and financial, will strengthen the main sectors of society. Providing innovative solutions with the most advanced technology security systems, products and services.
CHAPTER
TABLE OF CONTENTS
01
LOGO RESEARCH 1.1 OLD WINCHESTER LOGO
05
1.2 REFERENCES
11
CHAPTER
02
LOGO DEVELOPMENT 2.1 BRAINSTORMING
23
2.2 CONCEPT DEVELOPMENT
27
2.3 REFINEMENT
33
2.4 BIRTH OF THE NEW LOGO
41
01
LOGO RESEARCH W E D O J U D G E A C O M PA N Y B Y I T S L O G O.
SOMETHING NOSTALGIC
1. The Rugged Cowboy 2. The Galloping Horse 3. The Winchester rifle Oliver Fisher Winchester was an innovative and driven man who saw the future of firearms and built an industrial empire around the lever-action rifle. In 1919 Artist Phillip R. Goodwin creates an illustration of a rugged cowboy in buckskins astride a galloping horse, cradling a Winchester rifle. The image soon becomes the trademark for Winchester. At 1965 While the “Horse & Rider” have been part of Winchester’s brand since 1919 when it was used by the Winchester Repeating Arms Company, it’s not until now that the “Horse & Rider” trademark is officially registered. Winchester’s third logo have been used since 1965 until 2016, when Winchester had its rebirth and it could no longer represent Winchester’s mission and values.
1919.
Visual Development Guide
1965–2016.
Winchester Repeating Arms Company Re Branding
1919–1965.
5
OLD COMPETITORS
1. Illustration Icon 2. Clam Color 3. Logotype Most of Winchester’s old competitors have a logotype combine with a illustration icon. And their logotype play the essential part of their logo mark. Half of them choose black, all the color they choose shows clam feeling.
Winchester Repeating Arms Company Re Branding
7
Visual Development Guide
FUTURE ALIKE
1. The Technological City 2. The Security Industry 3. The "W" The new Winchester doing diversity protection of products and services in the future. However, here are some that have their mission overlap with Winchester's. Smart Technologies is best known as the developer of the Smart Board interactive white board. The logo using simple type setting, as the new Winchester will be create their own logotype. The McGraw-Hill Companies Professional Publishing Group, they publishers and distributors of books with a wide range of electronic products. The logo using logotype is clear and they also using warm red color. Other brand logos using logotype combine with graphic icons. While doing logo research, I kept asking myself some questions. Do I want the new logo to emphasize it's traditional culture? What kind of graphic element represent the protection?
Winchester Repeating Arms Company Re Branding
9
Visual Development Guide
THE INITIAL " W"
1. Eagle (Wings) 2. Shield 3. Logotype I did research on the initial W logo design and eagle element design. I found many of them. Some of them combine eagle with shield, or using different part of eagle that represent the service of those companies. These research is inspiring and is helpful to process of the logo design.
Winchester Repeating Arms Company Re Branding
11
Visual Development Guide
THE MARK IS A CRITICAL FIRST STEP IN ESTABLISHING THE IDENTITY OF THE BRAND AND REFLECTING ITS VALUES AND IDEOLOGIES. IT IS ALSO THE VERY FIRST IMPRESSION OF THE BRAND AND NEEDS TO CARRY A MESSAGE.
OUR CORE BELIEFS FOR P R O T E C T I O N E S TA B L I S H E S T H E F O U N D AT I O N O F O U R NEW SYMBOL.
02
LOG O DEVELOPMENT IT’S A LL A LE A RNING PROCE S S, A ND Y O U H AV E T O G O F R O M O N E L E V E L T O ANOTHER.
KEY WORDS
1. Fast 2. Accurate 3. Reliable This long journey of process started with brainstorming on sketch book. While key words pumped out is not as easy as I thought. Some ideas might not be work, however they lead to other ideas.
FAST
1. Fast 2. Accurate 3. Reliable At beginning I am explore all the opportunities of logo icon.
Winchester Repeating Arms Company Re Branding
19
Visual Development Guide
ACCURATE
1. Fast 2. Accurate 3. Reliable When I looking deep into the Winchester. I want to find element has meanings.
Winchester Repeating Arms Company Re Branding
21
Visual Development Guide
RELIABLE
1. Fast 2. Accurate 3. Reliable I find a lot of protection company's logo using shield as their element.
Winchester Repeating Arms Company Re Branding
23
Visual Development Guide
CONCEPT SHIELD
Many of sports franchises, auto manufacturers and other companies that want to project or imply strength, solidity, confidence or protection can use variations of the shield. New Winchester brand wants people felt more safety and been protected. Also Winchester have long history could be time-honored shield in either traditional or contemporary treatments
Winchester Repeating Arms Company Re Branding
25
Visual Development Guide
EAGLE (WINGS)
Eagle as know as its keen sight and powerful soaring flight. New Winchester choose eagle stands for determination, vision, control, authority and protection.
Winchester Repeating Arms Company Re Branding
27
Visual Development Guide
EAGLE (WINGS)
When I am doing eagle brand logo background research, in accidentally I start sketch the "W" with the shield. It's a interesting way to represent the brand by the first letter.
LOGO SKETCH
LOGO SKETCH
WINCHESTER WINCHESTER WINCHESTER
LOGO SKETCH LOGO SKETCH
WINCHESTER
WINCHESTER
LOGO SKETCH
WINCHESTER WINCHESTER WINCHESTER WINCHESTER WINCHESTER WINCHESTER WINCHESTER
LOGO SKETCH
WINCHESTER WINCHESTER WINCHESTER WINCHESTER WINCHESTER
WINCHESTER WINCHESTER WINCHESTER
WINCHESTER WINCHESTER WINCHESTER WINCHESTER WINCHESTER WINCHESTER WINCHESTER
Winchester Repeating Arms Company Re Branding
LOGO SKETCH LOGO SKETCH LOGO SKETCH
WINCH
WINCHESTER
29
WINCHESTER WINCHESTER WINCHESTER
WINCHESTER WINCHESTER
WINCHESTER WINCHESTER WINCHESTER WINCHESTER WINCHESTER WINCHESTER WINCHESTERWINCHESTER WINCHESTER WINCHESTER WINCHESTER
WINCHESTER WINCHESTER
Visual Development Guide
WINCHESTER WINCHESTER WINCHESTER WINCHESTER WINCHESTER WINCHESTER WINCHESTER WINCHESTER WINCHESTER WINCHESTER WINCHESTER WINCHESTER WINCHESTER WINCHESTER WINCHESTER WINCHESTER WINCHESTER WINCHESTER WINCHESTER WINCHESTER WINCHESTER WINCHESTER WINCHESTERWINCHESTER WINCHESTER WINCHESTER WINCHESTER WINCHESTER
WINC
WORKING ON THE REFINEMENT
Winchester Repeating Arms Company Re Branding
31
Visual Development Guide
THINGS ARE NOT WORKING
As eagle element have been overwhelming using. Many company's logo looks very similar. I don't want Winchester handing in that direction. So I made a decision to delete the eagle element.
Winchester Repeating Arms Company Re Branding
33
Visual Development Guide
FIND A NEW DIRECTION
Winchester Repeating Arms Company Re Branding
When I almost had my Winchester logo finished, I found it hard to identify the eagle wings inside the shield. It start losing the begin point. It didn't add meanings which make people more confused. So I decided to rip it off and start a new one.
35
Visual Development Guide
START OVER AGAIN
With the similar concept— the shield represent confidence and strength. And the initial W for Winchester. Right after the logo straightened, it looks more contemporary, clean and reliable. Meanwhile, I don't need to worry about the placement of the logotype. I create two logotype styles and it is more clearly for Winchester brand.
Winchester Repeating Arms Company Re Branding
37
Visual Development Guide
MEET THE NEW LOGO
1. The shield represent confidence and strength 2. The initial W for Winchester
W
Winchester Repeating Arms Company Re Branding
The Winchester Logotype
39
Visual Development Guide
LOGO WITH COLORS
Winchester Black Pantone Process Black R:0 G:0 B:0 #000000
Winchester Repeating Arms Company Re Branding
Winchester Red Pantone R:167 G:29 B:41 #a71d29 C25 M99 C89 K20
Winchester Blue Pantone R:37 G:64 B:143 #24408e C96 M77 C7 K1
41
Visual Development Guide
Winchester Navy Pantone R:26 G:35 B:77 #1a234d C99 M92 C40 K39
CHAPTER
PHOTOGRAPHY SOURCES
01 150TH TIMELINE IMAGES WINCHESTERGUNS.COM.
CHAPTER
02 FARM8.STATICFLICKR.COM THE R AVEN NE VER MORE W W W.FLICKR.COM
TYPOGRAPHY DINPro DESIGN TOOLS Adobe Illustrator Cc, Adobe InDesign Cc DESIGN Zenglin Wang, Irene Wang 03692337 INSTRUCTOR& CLASS INFORMATION Hunter Wimmer GR604 Nature of Identity