V I S U A L D E V E LO P M E N T G U I D E
V I S U A L D E V E LO P M E N T G U I D E
01 02 03 04
LOGO RESEARCH 08
Former Look and History
10
Future Expansion
11
Three Directions
LOGO EXPLORATIONS 16
Initial Sketches
18
Initial Sketches Phase 1
38
Initial Sketches Phase 2
DISTILLATION 50
Digital Sketches Phase 1
58
Digital Sketches Phase 2
60
Similar Logo Research
NEW LOGO FINALIZATION 66
The New Logo Options
70
Detail Refinement
72
Final Logo
74
Logotype Anatomy
01
Logo Research
08
Former Look and History
10
Future Expansion
11
Three Directions
08
CH01 LOGO RESEARCH
FORMER LOGO AND HISTORY
Former Logo and History Before developing the new identity for Saturn, we should know the design of the past look and the brand history. Saturn was launched in 1985 as a subsidiary of General Motors to stave off Japanese imports flooding the North American car market. Saturn was the name of a series of rockets used by NASA between 1966 and 1973. According to a retrospective timeline of the auto brand’s history, Phil Garcia, chief designer‑Advanced Studio, GM Design Studio‑is credited with the selection of the "Saturn" name (Saturn refers to the Saturn rocket that carried Americans to the moon during the space race with the USSR. The Saturn small car project’s goal is to design an American vehicle that can beat the Japanese in the small-car race. The brand’s font strongly resembles the font used on the Saturn V, the most important rocket of the series. The sweeping arc could be seen as a rocket plume circling a planet either Saturn, the moon, or Earth. The logo could represent both the rocket and the planet.
VISUAL DEVELOPMENT GUIDE
Previous Logo
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CH01 LOGO RESEARCH
FUTURE EXPANSION
VISUAL DEVELOPMENT GUIDE
Future Expansion The future Saturn will create a collaborative process for more people to engage with industry, to move between innovative solutions and across a range of disciplines. The new Saturn identity will be formed along with the expansion of the brand based on its initial concept. We will update the brand to more accurately reflect the values of future Saturn.
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CH01 LOGO RESEARCH
THREE DIRECTIONS
Three Directions Inclusive For previous Saturn, the connection is the most important and successful part. For new Saturn, connection means to connect people together.
Collaborative For previous Saturn, collaborate means Saturn invite the customer to join car clubs and support access to information about members via a searchable online service. For new Saturn, collaborate means to build the global community that we value the idea of openness and inclusion for everyone.
Enjoyment When GM decided to create Saturn, the intent was to create a new customer experience. Saturn highlighted the sales experience as being different, fair and fun. For new Saturn, enjoyment means to help communities experience high technology more easily.
02
Logo Explorations
16
Initial Sketches
18
Initial Sketches Phase 1
38
Initial Sketches Phase 2
16
CH02 LOGO EXPLORATIONS
INITIAL SKETCHES
Initial Sketches The next step of the visual development is research and brainstorming. At the early stages, we started by searching for the right visual feel. There are three main ideas which highlight our future direction and help to explore the new visual system that fit Saturn’s soul and mission. The sketches were divided into three categories: symbolic marks, graphic marks, and word marks. After the first round sketch, we decided to focus on " Collaborative" and the letter S as a combination to present a mark.
Idea:
Inclusive Across the Board
Collaboration Working Together
Enjoyment Friendly for Everyone
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CH02 LOGO EXPLORATIONS
PHASE 1
Initial Sketches
Inclusive | Across the Board Phase 1 SYMBOLIC MARKS For the symbolic mark, we tried to explore some ideas about inclusive, such as satellite and windmill. Some marks have to many detials, that are hard to read and the lines are too thin.
VISUAL DEVELOPMENT GUIDE
19
This skerch is too simiilar to the already existing logo.
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CH02 LOGO EXPLORATIONS
PHASE 1
Initial Sketches
Inclusive | Across the Board Phase 1 GRAPHIC MARKS For the graphic marks, we tried to combine letter S and the meaning Inclusive. Some of them could continue developing.
The circle sketch works better than rectangular. Also, the idea combines S and Inclusive could continue developing.
VISUAL DEVELOPMENT GUIDE
This sketch is interesting, but need more space between letter S and inner circle.
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CH02 LOGO EXPLORATIONS
Initial Sketches
Inclusive | Across the Board Phase 1 WORD MARKS For these word marks, we explored some ideas about Saturn word mark. We connected the letters to represent the linked feeling.
PHASE 1
VISUAL DEVELOPMENT GUIDE
This sketch is interesting, but need refine the line weight, and also the round line feel not match the branding visual.
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CH02 LOGO EXPLORATIONS
PHASE 1
Initial Sketches
Collaborative | Working Together Phase 1 SYMBOLIC MARKS For the collaborative symbolic mark, we focused on hexagon shape and also explored some possible symbols may match the brand.
VISUAL DEVELOPMENT GUIDE
This sketch is interesting, and
Both these sketches
the idea of the planet also
mark cannot work with
work with the brand's soul.
Saturn. These symbols feel too natural and sentiment part.
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CH02 LOGO EXPLORATIONS
PHASE 1
Initial Sketches
Collaborative | Working Together Phase 1 GRAPHIC MARKS For the graphic marks, we focused on lines and circles to create a collaborative feeling. Also, we drew hexagon shapes which evoked more
This sketch combine the
about industry and manufacturing.
meaning with infinite and letter S. Also, the line pattern could represent collaborative.
VISUAL DEVELOPMENT GUIDE
This sketch is interesting, and the idea that interlaced lines could represent the meaning about collaborate and connect.
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CH02 LOGO EXPLORATIONS
PHASE 1
Initial Sketches
Collaborative | Working Together Phase 1 WORD MARKS For the collaborative word marks, we explored some outline wordmarks that we wanted to match the outline symbol marks. Also we sketched some word marks to use the curve line.
VISUAL DEVELOPMENT GUIDE
These sketches round and fat typefeces cannot be a part of the new look.
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CH02 LOGO EXPLORATIONS
PHASE 1
Initial Sketches
Enjoyment | Friendly for Everyone Phase 1 GRAPHIC MARKS For enjoyment graphic marks, we explored some ideas about people could have fun with Saturn. The geometrical shape also represent the connect with people
VISUAL DEVELOPMENT GUIDE
The saturn planet could be
The shieldt could be
a good symbol, also could
a good symbol, also
combine with the letter S.
could combine with the letter S.
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CH02 LOGO EXPLORATIONS
PHASE 1
Initial Sketches
Enjoyment | Friendly for Everyone Phase 1 WORD MARKS Regarding the word marks for enjoyment, we thought the word marks should be friendly and casual, so we used organic rather than straight lines.
VISUAL DEVELOPMENT GUIDE
The casual feeling typography cannot be a part of the new look.
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CH02 LOGO EXPLORATIONS
PHASE 1
This old typography cannot be a part of the new look.
VISUAL DEVELOPMENT GUIDE
The simplify letter A and S could be a part of the new word mark idea.
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image
DETAILED OPTIONS
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CH02 LOGO EXPLORATIONS
Initial Sketches
Idea 1 Collaborative Phase 2 OPTION 1 As I mentioned previously, we tired to use the circle to explore the collaborative marks, and also found some ideas about to pard curve also could work well.
PHASE 2
VISUAL DEVELOPMENT GUIDE
These three circle sketch could be a part of the new look.
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CH02 LOGO EXPLORATIONS
PHASE 2
Initial Sketches
Idea 1 Collaborative Phase 2 OPTION 2 For the option 2, we tried to explore more ideas about letter S and curve lines, and we tried to combine the S with rectangular in the symbol.
This simplify shape is a good start.
VISUAL DEVELOPMENT GUIDE
This mark could be interesting, but for the center part seems catches to much attention.
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CH02 LOGO EXPLORATIONS
Initial Sketches
Idea 2 Fun and Enjoyment Phase 2 As we mentioned previously, we tried to use geometric shapes and symbol shield. Also, we explored some other symbolic sketches, such as arrows to represent the speed and future.
PHASE 2
VISUAL DEVELOPMENT GUIDE
This mark could be
Too many letter A, these
interesting.
cannot match the brand visual, and need to explore more letter S.
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CH02 LOGO EXPLORATIONS
Initial Sketches
Idea 3 Exploring Phase 2 For this direction, we combined planet shape and letter S, also we tried to simplify the marks. Furthermore, we experimented with the different angle.
PHASE 2
VISUAL DEVELOPMENT GUIDE
This sketch has to many
This sketch is a good start
detials and realistic, it
to simplify the elements.
cannot be the new look
Also this mark combine the letter S and planet.
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03
Distillation 50
Digital Sketches Phase 1
58
Digital Sketches Phase 2
60
Similar Logo Research
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CH03 DISTILLATION
DIGITAL SKETCHES PHASE1
Digital Sketches
Idea 1 Collaborative Phase 1 We transformed the hand sketches to the digital sketch, and try to simplify the marks.
The sharped part is a good start.
VISUAL STRATEGY GUIDE
This logo combine the
This typography needs
The letter A could match
collaborative and lletter S,
to reduced in the
other marks angle, but this
but should refine the
overall width.
typography needs to refine in the letter A width.
center width.
SATURN
SA TURN
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CH03 DISTILLATION
Digital Sketches
Idea 2 Fun and Enjoyment Phase 1 We transformed the hand sketches to the digital sketch, and try to simplify the marks. At this stage, we also tried experiment some font for the logo.
DIGITAL SKETCHES PHASE1
VISUAL STRATEGY GUIDE
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CH03 DISTILLATION
Digital Sketches
Idea 3 Exploring Phase 1 We transformed the hand sketches to the digital sketch, and try to simplify the marks. Also we tried the different angle and refine some detials in this stage.
DIGITAL SKETCHES PHASE1
VISUAL STRATEGY GUIDE
This sketch has to many detials and realistic, it cannot be the new look
SATURN
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CH03 DISTILLATION
DIGITAL SKETCHES
VISUAL STRATEGY GUIDE
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CH03 DISTILLATION
Digital Sketches
Idea 1 Collaborative Phase 2 For phase2, we tried to use grids refine the logo's detials. Also we tired to consistent the lines' wright.
DIGITAL SKETCHES PHASE2
VISUAL STRATEGY GUIDE
Digital Sketches
Idea 2 Exploring Phase 2 For phase2, we tied to explore more logos, and realized match different angle with lines.
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CH03 DISTILLATION
SIMILAR LOGO RESEARCH
Similar Logo Research No matter how clever or seemingly original your logo idea is, the chances are someone has come up with something very similar. Comparing existing brand logo with the our logo exploration is helpful and necessary. For the Saturn branding research, I focused on logo with circles and spiral, logo with curve and word marks and logos with circles and lines.
VISUAL STRATEGY GUIDE
Logos with circles and spiral
International Sculpture Symposium,
Central Presentations,
Forums,
Art Symposium, Canada
Media, United Kingdom
Interior design Magazine, Switzerland
Taiyo Machine Industry Co,
Pausa Industriefräsen,
South Shore Plaza,
Manufacturing, Japan
Milling Machinery, Germany
Shopping Center, United States
The Australian Ballet,
BĂźro Memminger,
Kona Surf Resort
Arts and Culture, Australia
Embroidery Machinery, Germany
Hotel, United States
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CH03 DISTILLATION
SIMILAR LOGO RESEARCH
Logo with curve and wordmarks
Sun Spice, Spices, Japan
3 Suisses, Mail Order, France
Security Pacific National Bank, Bank, United States
United Steel Corporation, Steel, Canada
Szolidaritรกs, Solidarity Movement, Hungary
Stimo, Typesetting, Italy
Unione Produttori di Sintetico per Calzature, Association of Shoe Manufacturers, Italy
Challenger Sales, Sales, United States
Sella Nevea, Ski Resort, Italy
VISUAL STRATEGY GUIDE
Logos with circles and lines
C.N.O.B.S., Science Organisation, Belgium
Lufthansa, Airline and Transport, Germany
Office of the Human Rights Ombudsman, Representative Bodies, Slovenia
Salient Records, Record Label, United States
Maac, Design, Japan
Sound Systems, Sound Systems, United Kingdom
Saturn Electro-Handelsgesellschaft GmbH, Retail, Germany
Kurobe Shopping Center Merci, Retail, Japan
Concord Films, Film Production, Mexico
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04
Logo Finalization 66
The New Logo Options
70
Detail Refinement
72
Final Logo
74
Logotype Anatomy
66
CH04 LOGO FINALIZATION
THE NEW LOGO OPTIONS
The New Logo Optiions
Design 01 Exploring
This one is the combination of the planet with letter S. We changed the circle weight to create movement. Also, we created the word mark and cut some part of the corner to march the logo.
VISUAL STRATEGY GUIDE
The New Logo Optiions
Design 02 Exploring
This design is the combination of the circle, planet and letter S. We made the line with the circle part a little bit rounded, and the end of the line still shape. Also, we created the word mark and tried to match the logo line's angle.
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CH04 LOGO FINALIZATION
THE NEW LOGO OPTIONS
The New Logo Optiions
Design 03 Collaborative
We tried different way to represent the planet and the ring. Also, this design is a combination of collaboration and letter S. For the word mark, we tried to fit the logo's angle, but it seems not work well on the bold font.
VISUAL STRATEGY GUIDE
The New Logo Optiions
Design 04 Collaborative
This design is the combination of the circle and letter S, also represent the meaning of collaboration. It could be a good fit for the final version, but the cut center feels a little bit strange, which cannot represent all the characteristics of the brand.
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CH04 LOGO FINALIZATION
DETAIL REFINEMENT
Detail Refinement In this stage, we tried to refine the details. This phase is truly important. Even if all these grids and measurements make sense only for designers, this picky approach allows double-checking everything to make sure that the final logo looks balanced.
SIZE A
VISUAL STRATEGY GUIDE
S IZE B
SIZE C
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CH04 LOGO FINALIZATION
FINAL LOGO
Final Logo
+
COLL ABORATION
+
SYMBOL
LE T TER S
VISUAL STRATEGY GUIDE
Saturn new Logo is the combination of the Saturn symbol and the wordmark. The symbol represents our mission: to create a collaborative process for more people engagement with industry. The simplified symbol will be the significant visual elements to create the new Saturn system.
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CH04 LOGO FINALIZATION
LOGOTYPE ANATOMY
Logotype Anatomy Our new logo is composed of both a symbolic and a word mark. The new logo is the combination of the circle, planet and letter S which is the concept behind the new brand expansion. The wordmark is customized and match the logo line's angle.
VISUAL STRATEGY GUIDE
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The Next Phase This is the exploring behind the new Saturn logo. In the next phase, we'll present detail about our visual identity and its application to the world in the Visual Standards Guide.
Sources Typeface PT Sans Family Roboto Bold Italic Saturn History Research thenewswheel.com/behind-badge-saturns-logo-what-seems/ listcarbrands.com/saturn-logo/ en.wikipedia.org/wiki/Saturn_Corporation Photography Joel Filipe Carmine De Fazio Drew Patrick Miller Charles Deluvio Samuel Zeller Joel Filipe Alexander Dummer unsplash.com pexels.com
Similar Logo Research logobook.com
Colophon This book is a non-commercial project for education purposes and is not intended to represent the Saturn Brand. 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 Cindy Zheng.
Copyright Š 2017 Cindy Zheng
Design/ Cindy Zheng Course/ Nature of Identity Instructor/ Hunter Wimmer Academy of Art University