TABLE OF CONTENTS
THE BRAND
1.0
LOGO DEVELOPMENT
2.0
COLOR STUDY
3.0
SECONDARY GRAPHIC
4.0
APPLICATIONS
5.0
THE BRAND
1.0
Evoution Introduction Competitors
1.1 1.2 1.3
evolution
1999
2012
1.1
EVOLUTION
PRESENT
THE BRAND
COMCAST
We are the future of entertainment. Unique Selling Proposition
1.1
COMCAST
Comcast Corporation has always been a global media and technology company with two primary businesses, Comcast Cable and NBCUniversal. Comcast Cable is the nation’s largest video, highspeed Internet and phone provider to residential customers under the XFINITY brand and also provides these services to businesses. NBCUniversal operates news, entertainment and sports cable networks, the NBC and Telemundo broadcast networks, television production operations, television station groups, Universal Pictures and Universal Parks and Resorts.
THE BRAND
One word that describes Comcast founder Ralph Roberts: visionary. It comes from Comcast’s humble beginnings in Tupelo, MS, to its leadership in the worlds of media and technology, Comcast has always been driven by an entrepreneurial spirit. Ralph Roberts worked closely with Julian Brodsky and Dan Aaron to build Comcast into one of America’s leading companies, bringing Television, high-speed Internet and digital phone to millions of people.
INTRODUCTION
COMCAST CORPORATION
1.3 COMPETITORS
DIRECT COMPETITORS
THE BRAND
The market has been divided into many pieces. Although Comcast Corporation is holding most of the share, but there are many other companies that competing with the services.
LOGO DEVELOPMENT
2.0
Logo Mark Measurements Incorrect Usage
2.1 2.2 2.3
1.1 VISUAL DEVELOPMENT DEVELOPMENT OF THE BRAND
LOGO MARKS The very first step of creating the symbol for the brand is as important as how we treat our ingredient before cooking. Without doing it nicely, the dish will taste completely different from the one you have imagined. It is not only the reputition of the company, but it is also the soul, the core value that can most represent the company’s ideal.
THE CONCEPT Relativly to the company’s core value, we suppose using a Hexagon will best represent the idea of versatility. To embrace the symbol with futuristic attribute, the thickness of all lines are aligned and filled with solid color. The core, pointing with a direction, signifies we are a progressive corporation. We are advancing at any time.
2.1
LOGO DEVELOPMENT
EXPLORATIONS
LOGO MARK
FINALIZED
horizontal
verticle
COMCAST 1 “X”
COMCAST
COMCAST 1 “X”
2 “X”
2 “X”
X
COMCAST LOGO PRIMARY X Height This will be functioning as a unit that possibly used throughout the system for measurements.
2 “X”
2 “X”
COMCAST
2.2
COMCAST COMCAST
MEASUREMENTS LOGO DEVELOPMENT
COMCAST
MINIMUM HEIGHT
The size of a unit “X-height”. Approximately 6.00 mm. Sizes smaller than this point will cause unrecognizable effects on the brand’s logo, or distortion on printing materials.
6.00 mm
COMCAST COMCAST
COMCAST
COMCAST
C O MCCOAM SC T AST
C O C OMM C C AAS S T T
UNACCEPTABLE USAGES There are many ways to display the logo but there are certain restrictions of using it. Including the offset placement of the typography in associate with the emblem, over tracking with the typography, and over-size of the emblem, misplacing the emblem with the type may cause false image to the public. It is suggested not to do.
The logo should stay the way the designer provided at the first place. The image will stay still and it will be placed on many different places (shown in application section). It would be the best just remain its designed appearance and not changing it at wills.
COMCAST
2.3
INCORRECT USAGE
C O M C AC ST OMCAST COMCAST
DEVELOPMENT OF THE BRAND
COLOR STUDY
3.0
Primary Color Secondary Colors Color Background Unacceptable Backgrounds
3.1 3.2 3.3 3.4
COLOR SELECTION There are many ways to choose from colors. As designed we choose to follow what it fits the best with the concept of the brand.
Bondi Blue has become the winner against other colors. The reason why we pick this is because it stands for innovation, mature, and playfulness which are some of the characteristics of the brand. 3.1
Mirage
PRIMARY
TYPOGRAPHY / ELEMENTS
C
82
C
83
Y
22
Y
56
M K
G B
PMS
0
M K
72 67
54
R
25
191
B
44
177
7702
G
PMS
33
533
COLOR STUDY
R
27
PRIMARY COLOR
Bondi Blue
Green is one of the colors stands for freshness and quickness. As an innovative technology company, a green-blue theme color set is used and give it a closer relation between our customers and the brand. Incorporating it with the primary color, they fit together well.
3.2
SECONDARY
Tobacco Brown
Valencia
SECONDARY / BACKGROUND
SECONDARY
C
39
C
42
C
14
Y
94
Y
74
Y
100
R
169
R
136
R
203
B
67
B
76
B
37
M K
PMS
0
197
160-15
M K
G
PMS
50 19
110
873
M K
G
PMS
93 4
55
7626
COLOR STUDY
G
6
SECONDARY COLORS
Olive Green
COLORED BACKGROUNDS
WHITE
CO OM MCCAASSTT C
MIRAGE
CO OM MCCAASSTT C
OLIVE GREEN
3.3
BONDI BLUE
COLOR BACKGROUNDS
COMCAST
COLOR STUDY
COMCAST
UNACCAPTABLE COLORED BACKGROUNDS
VALENCIA
CO OM MCCAASSTT C
MIRAGE
CO OM MCCAASSTT C
REVERSED
3.4
PHOTOGRAPHIC
UNACCEPTABLE BACKGROUNDS
COMCAST
COLOR STUDY
CO OM MCCAASSTT C
SECONDARY GRAPHIC 4.0 Stationery System Grid System Typography Secondary Elements
4.1 4.2 4.3 4.4
4.1 GRID SYSTEM SECONDARY GRAPHIC
GRID SYSTEM This is a 7 x 9 grid with 0.125 inch spacing in between columns. The grid system is essential to the design aspect, the placement of elements follow restricted grid guide lines. In order to make everything within harmony, the grid serves as a way to link everything together.
4.2
STATIONERY SYSTEM
SECONDARY GRAPHIC
TYPOGRAPHY As how it reflects in society, Comcast is a nationwide corporation leads us to endue the brand with a rounded, stable, mature typeface. Avenir Next Relativly to the company’s core value, we suppose using a Hexagon will best represent the idea of versatility. To embrace the symbol with futuristic attribute, the thickness of all lines are aligned and filled with solid color. The core, pointing with a direction, signifies we are a progressive corporation. We are advancing at any time.
Akzidenz-Grotesk BQ Light This typeface is mainly used for body paragraphs within printed materials or web displays. For the purpose of being clean and easier to read, Akzidenz-Grotesk is the best choice to match up with Avenir.
22 / 26 / 25
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,;:?!$&@*) 0123456789
SECONDARY GRAPHIC
Akzidenz-Grotesk
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,;:?!$&@*) 0123456789
TYPOGRAPHY
22 / 26 / 25
4.3
Avenir Next
Aa
ELEMENTS
Secondary graphic elements are sometimes used to illustrate themes related to the content of a communication. If secondary graphics are used, they must not diminish the visual impact of the Cornell logo or interfere with its integrity; they must not be secondary logos.
4.4
SECONDARY ELEMENTS
Comcast is essentially a company that advocate themselves into the business of communication. It does not only act as a servant to send out works from people, but also provide various services that help their customers to obtain information such as television, internet, cable lines, and entertainment. SECONDARY GRAPHIC
Following the path of the concept of what they do, we can kind of see the lines that are connecting people, which are drawn/linked by Comcast. These invisible lines are the things what helped us to connect with the world everyday.
4.4
ELEMENTS
SECONDARY GRAPHIC
APPLICATIONS 5.0
5.1
SUITCASE / UNIFORM
/
UNIFORM
APPLICATIONS
SUITCASE
BUS STOP / BILLBOARD
5.2
PUBLIC APPEAL
APPLICATIONS
TRANSPORTATION / BUS
5.3
TRANSPORATIONS
APPLICATIONS
ELEVATOR
5.4
OFFICE APPEAL
APPLICATIONS
5.4
OFFICE APPEAL
APPLICATIONS
OFFICE
5.4
OFFICE APPEAL
APPLICATIONS
FRONT DESK
UMBRELLA / SHOPPING BAG
5.5
MISCELLANEOUS ITEMS
APPLICATIONS
AIR TRANSPORT
APPLICATIONS
AIR TRANSPORT
5.6
WEBSITE
5.7
WEBSITE
APPLICATIONS
MOBILE APPLICATION
5.8
MOBILE APPLICATION
APPLICATIONS
1.1 VISUAL DEVELOPMENT DEVELOPMENT OF THE BRAND
INSTITUTION Academy of Art University, San Francisco CLASS Idendity 01, Spring 2015 INSTRUCTOR Todd Hedgpeth INTERIOR & COVER DESIGNED BY Zihua Chen ACCOMPLISHED SOFTWARES Adobe Creative Clouds PAPER Moab Entrada BINDER STUDENT PROJECT
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