Visual Development Guide

LIFE

Visual Development Guide

Contents

Ray Charles performed at Carnegie Hall, 1966.

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Brand Narrative 04 Brand Description 06 Timeline 09 Brand Soul 10 Mission Statement 12 Keywords

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Logo Exploration 16 Round 1 38 Round 2 48 Round 3 60 Final Logo

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New Updated Logo 72 Logo Research 78 Brand Inspiration

Brand Narrative

“LIFE’s covers presented some of the biggest news of the 20th century, leaving a legacy of pages of history for us to devour today.”

Rural School Teacher in Montana – Rygate, Montana.

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Brand Narrative

Visual Development Guide

Brand Description Life presented high-quality images and “photo essays”.

It shows some of the biggest news of the 20th century, from World War II to the coronation of Queen Elizabeth II, from the space age to the assassination of President Kennedy, ascending has many generations of photographers passed through the magazine, as well as some of the greatest writers, editors, illustrators, and cartoonists of its time. Bringing the world home to readers in a way they had never seen or experienced before. Just as Henry Luce’s description of the magazine’s mission, LIFE wants to help people to see the world and life; to see and to take pleasure in seeing; to see and be amazed; to see and be instructed.

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A disintegrating crown of leaves was about to be dumped by Vicky Blickman on unsuspecting Paul Bassett.

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Visual Development Guide

Brand Narrative

Timeline

1936

1883

After it was purchased by the owner of Time, Henry Luce, in 1936, it became a crucial weekly news publication in the United States focused on photojournalism.

The LIFE magazine was launched in 1883 as a lightweight publication mostly centered on humor.

1972 LIFE ceased running as a weekly publication in 1972 when it began losing audience and advertising dollars to television.

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1939

With a circulation of m than two million in 19 LIFE had become “on the most widely cons magazines in America

1978

1973 In 1973, LIFE Magazine was publishing two special issues each year from 1973 through 1977 before returning as a monthly in 1978.

In 1978, LIFE was on a reduced scale and running as a monthly publication.

Brand Narrative

Visual Development Guide

1940

1967 In the 1940s, the decade the article “Tulsa Twins” was published, LIFE reached “21 percent of the entire population over ten years old (around 22.5 million people).”

more 939, ne of sumed a.”

2000 In March 2000, Life’s parent company, Time Inc., announced that it was abandoning its monthly publication and would use Life’s name for special features and books.

In March 1967, Life won the 1967 National Magazine Award, chosen by the Columbia University Graduate School of Journalism.

2007

2022 The last ever issue of LIFE was a special issue in April 2007 with the cover story, “21 Places You’ve Got to See to Believe.”

New identity brand to help people see the world deeply and be inspired.

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Visual Development Guide

Brand Narrative

Brand Soul

Change the way people look at the world.

Drum Major at the University of Michigan, Ann Arbor, Mich., 1951.

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Visual Development Guide

Brand Narrative

Mission Statement

Our mission is to help people see the world deeply and be inspired.

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Tommie Agee of the New York Mets greeted his teammate Cleon Jones at home plate after they both scored during a playoff game against the Atlanta Braves at Fulton County Stadium, 1969.

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Brand Narrative

Visual Development Guide

Keywords Experience:

Making people see the world by interacting with diverse people and cultures deeply.

Dorothy Albrecht, 24, taught at the one-room schoolhouse in Ryegate, Montana, in 1941.

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Visual Development Guide

Brand Narrative

Inspire:

Empathize:

Getting new ideas and insights about life.

Route 66, Arizona, 1947

Seeing the world deeply, understanding different people from various cultures.

Men being hauled across a frozen lake in a seigh, drawn by two horses, in Northwest Angle, Minnesota, 1950.

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Logo Exploration

“To see the world, things dangerous to come to, to see behind walls, draw closer, to find each other and to feel. That is the purpose of life.”

Charles Schulz worked on Peanuts at his home in California, 1967.

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Logo Exploration

Visual Development Guide

Round 1 Drawing 300 Sketches for three keywords phrases. Then refined 10 sketches for each keywords.

Keywords Experience

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Inspire

Empathize

Contact Sheet, “A Man Becomes Invisible,” Life story no. 36997, 1952.

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Visual Development Guide

Keyword: Experience Experience with diverse people and cultures.

Interesting shapes that can show diversity well.

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Logo Exploration: Round 1

Visual Development Guide

Logo Exploration: Round 1

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Visual Development Guide

Keyword: Experience Experience with diverse people and cultures.

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Logo Exploration: Round 1

Logo Exploration: Round 1

Visual Development Guide

1 1. Movement lines can be dynamic.

2.Organic shapes that can show diversity and has playful feeling.

2

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Visual Development Guide

Keyword: Experience Experience with diverse people and cultures.

Shapes have diverse feeling can represent various cultures and people in the world.

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Logo Exploration: Round 1

Visual Development Guide

Logo Exploration: Round 1

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Visual Development Guide

Logo Exploration: Round 1

Keyword: Inspire Things that have connection with idea, enkindle and growth.

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Visual Development Guide

Logo Exploration: Round 1

Round shape has the feeling of get something new and growth.

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Visual Development Guide

Logo Exploration: Round 1

Keyword: Inspire Things that have connection with idea, enkindle and growth.

Shapes are look like pinwheel and also abstract to represent get inspiration from many aspects and different angles.

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Visual Development Guide

Logo Exploration: Round 1

Words connected to create organic shapes has fun feeling.

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Visual Development Guide

Keyword: Empathize Show we are similar and care about others.

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Logo Exploration: Round 1

Visual Development Guide

Logo Exploration: Round 1

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Visual Development Guide

Keyword: Empathize Show we are similar and care about others.

Squares connetect has the feeling of care about others.

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Logo Exploration: Round 1

Visual Development Guide

Logo Exploration: Round 1

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Visual Development Guide

Logo Exploration: Round 1

Experience Authentic experience with diverse people and cultures.

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Visual Development Guide

Logo Exploration: Round 1

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Visual Development Guide

Logo Exploration: Round 1

Inspire Get new ideas and insights about their life. Things that have connection with idea, enkindle and growth.

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Visual Development Guide

Logo Exploration: Round 1

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Visual Development Guide

Empathize show we are similar and care about others.

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Logo Exploration: Round 1

Visual Development Guide

Logo Exploration: Round 1

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Visual Development Guide

Logo Exploration

Round 2 Refining logos that are selected from round 1 to get 10 improved logos.

Experience + Inspire Exploring the logo with the idea of creating a fun, playful logo that is not too static. So the main focus is to create organic shape by hands.

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Native Americans herd sheep in southeastern Utah, 1947.

Visual Development Guide

Logo Exploration: Round 2

Keyword: Experience + Inspire Exploring the logo with the idea of creating a fun, playful logo that is not too static. So the main focus is to create organic shape by hands.

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Visual Development Guide

Logo Exploration: Round 2

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Visual Development Guide

Logo Exploration: Round 2

Keyword: Experience + Inspire Exploring the logo with the idea of creating a fun, playful logo that is not too static. So the main focus is to create organic shape by hands.

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Visual Development Guide

Logo Exploration: Round 2

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Visual Development Guide

Logo Exploration: Round 2

Keyword: Experience + Inspire Exploring the logo with the idea of creating a fun, playful logo that is not too static. So the main focus is to create organic shape by hands.

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Visual Development Guide

Logo Exploration: Round 2

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Visual Development Guide

Logo Exploration: Round 2

Experience + Inspire

It is focus on free feeling when experiencing and get inspiration, which has many possibilities.

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This is also hand draw mark, it is a bit abstract to represent the diversity of experiencing and inspiring. And also showing the connection among people.

The shape represents different aspects of life that people can discover.

Visual Development Guide

Logo Exploration: Round 2

The shapes represents the diversity and lively feeling of life that encourage people to discover and get inspired with excitements.

The connection between letters 'i' and 'f' create word 'if', which is to show the possibility of inclusive life. With the outside letters 'l' and 'e' connected to create a easy and friendly feeling.

The elements are straight lines to show the square feeling of the capital letters, with lines cross to show diverse feeling.

The shapes has a movement feeling to show life is variety and people can find things that make them excited and positive about it.

The outside line has hand draw feeling, which is to show that people can get inspired to find their own experience and new ideas in their life. and the process is easy and interesting.

This is to create circle’s movement feeling, which shows life can be dynamic to experience, and it show represent the world that people live in.

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Visual Development Guide

Logo Exploration: Round 3

Round 3 Developing sketches which are detailed and large enough, and then refining them in the computer.

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Children searched for creatures in tidal pool during ebb tide along the coast of Maine, 1943.

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Visual Development Guide

Round 3

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Logo Exploration: Round 3

Visual Development Guide

Logo Exploration: Round 3

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Logo Exploration: Round 3

Visual Development Guide

Round 3

1.The shape is complex in the center

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1

Logo Exploration: Round 3

Visual Development Guide

1

1.This one is better.

2.This one is too simple.

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3.This line need refine.

3

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Logo Exploration: Round 3

Visual Development Guide

Round 3: Design 1

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Pantone 164 C

Pantone 2995 C

Pantone 7405 C

Pantone 7408 U

CMYK 0 60 75 0

CMYK 70 0 10 0

CMYK 10 0 90 0

CMYK 0 30 90 0

RGB 244 126 69

RGB 0 184 226

RGB 249 232 14

RGB 253 183 20

Visual Development Guide

Logo Exploration: Round 3

This logo is about organic and playful. As LIFE can make people get inspired and experience somthing new in a easy way.

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Logo Exploration: Round 3

Visual Development Guide

Round 3: Design 2

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Pantone 164 C

Pantone 2995 C

Pantone 7405 C

Pantone 7408 U

CMYK 0 60 75 0

CMYK 70 0 10 0

CMYK 10 0 90 0

CMYK 0 30 90 0

RGB 244 126 69

RGB 0 184 226

RGB 249 232 14

RGB 253 183 20

Visual Development Guide

Logo Exploration: Round 3

This logo is dynamic and have various aspects, which shows that LIFE is inclusive in the world to experience and get inspired, and also show connection with others.

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Logo Exploration: Round 3

Visual Development Guide

Round 3: Design 3

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Pantone 164 C

Pantone 2995 C

Pantone 7405 C

Pantone 7408 U

CMYK 0 60 75 0

CMYK 70 0 10 0

CMYK 10 0 90 0

CMYK 0 30 90 0

RGB 244 126 69

RGB 0 184 226

RGB 249 232 14

RGB 253 183 20

Visual Development Guide

Logo Exploration: Round 3

This logo is constituted by straight lines horizontally and vertically to create variations and movement.

The extend lines represent inspirations. The intersection of lines shows connections.

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Visual Development Guide

Logo Exploration

Final Logo Final logo is organic one to show life is fun to explore and experience.

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Paul Fry piloted a magnolia leaf across a pond.

Visual Development Guide

Final Logo Process

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Logo Exploration: Final Logo

Visual Development Guide

Logo Exploration: Final Logo

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Visual Development Guide

Final Logo

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Logo Exploration: Final Logo

Visual Development Guide

Logo Exploration: Final Logo

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Logo Exploration: Final Logo

Visual Development Guide

Final Logo

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Pantone 164 C

Pantone 2995 C

Pantone 7405 C

Pantone 7408 U

CMYK 0 60 75 0

CMYK 70 0 10 0

CMYK 10 0 90 0

CMYK 0 30 90 0

RGB 244 126 69

RGB 0 184 226

RGB 249 232 14

RGB 253 183 20

Visual Development Guide

Logo Exploration: Final Logo

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New Updated Logo

“To see the world, things dangerous to come to, to see behind walls, draw closer, to find each other and to feel. That is the purpose of life.”

Singer Margaret Truman performing with a big band at the Hollywood Bowl, 1947.

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Visual Development Guide

New Updated Logo

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New Updated Logo

Visual Development Guide

New Updated Logo

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Visual Development Guide

New Updated Logo

Logo Research Researching at least 20 logos that looks similar to the logos designing at this stage. Then analysing their similarities and differences.

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Artist William J. Koch touched up a model of the Los Angeles basin, part of “The World Beneath Us,” a show featured in Disneyland.

New Updated Logo

Visual Development Guide

Logo Research

The logo's movement feeling looks like logo 2, but the shape is different.

The radiated shapes looks like logo 2, but it has corkscrew spin inside it.

The connection of letters which are simple and modern, similar to some strokes connection of logo 1.

The abstract line looks like logo 1, but logo 1 is more rounded.

The logo's radiated feeling is similar to logo 2, but this shape is like flower and has many small shapes to create it.

The connection shape is a bit like logo 2, this is more square with rounded feeling.

The logo's circle is like moving outside, which is a bit similar to logo 1 and logo 2 combination.

The treatment of the 'e' is a bit similar with logo 1, but logo 1 is words connected.

The arrangement of circles create interesting shape, which is a bit like the process of creating logo 1.

The usage of circle to combine with letters is a bit like logo 1, the circle of logo 1 is not obvious as this one.

The bright color of the mark looks a bit like logo 2 in yellow color. This one is more center focused.

The usage of dots to create a large circle has the movement feeling of logo 2, but this has more subsections.

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New Updated Logo

Visual Development Guide

The logo's movement create a circle, which is a bit like logo 1, logo 1 is more focused on type.

The connected letters is a bit like logo 1, logo 1 has more letter connected.

The connection of letters create a movement feeling. The shape looks round. Logo 1 is to create all letters in a circle.

The handwriting marks has playful feeling which is a bit like logo 1, logo 1 is more abstract.

The circle connected with letters is like logo 1, the difference is that letters of logo 1 are all in a circle, and be part of the circle.

The simple connection of letters is a bit like logo 1, logo 1 is more rounded.

The movement of circle is a bit like logo 1. Logo 1 is more abstract.

The combination of tree with the circle is a bit similar to logo 1.

Logo 1 is about words, this one is more pictorial.

The approach to use curve line to connect letters is the similar way to create the logo.

The hand-drawn letter integrate with the circle is similar to create the logo to have round shape.

The letters look round, just like the letter of life logo.

The logo use circle lines to connect letters is a bit like life logo.

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New Updated Logo

Visual Development Guide

Logo Research

The letters are round to compare with the symbol.

The logo used a round shape to create visual interesting of the logo.

The organic shape with words create a culture feeling.

The letters are build on round shape, which connected well with the circle.

The logo's use circle with organic stoke to create the playful and fun feeling.

The logo use round shape of both letters to create interesting shape.

The logo use circle as basic shape to create a lively and organic feeling.

The logo uses lively curve lines to make connection with each letters.

The connection of some letters use the similar approach as the Life logo.

The logo combines circle with letters to create the symbol.

The letters are round with the circle to create a balance of the logo.

The organic shapes create the circle, the logo shows organic and modern feeling.

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Visual Development Guide

New Updated Logo

Brand Inspiration Doing visual research is a good way to get inspiration and new ideas. Good design can not be created without absorb from many sources. The aim is that we should get our own ideas from visual research.

This is also the same to create Visual Standards Guides. Visual research helps to see what should be included, how each part is being displayed and illustrated. By viewing examples, can get a better idea about what good Visual Standards Guides looks like. And also getting ideas on how to develop Visual Standards Guides for your brand. Such as having some ideas about how to show each part clearly and how to create the structure.

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Native Americans herd sheep in southeastern Utah, 1947.

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Visual Development Guide

New Identity Introduction This introduction explain the ideas of the system and what the graphics represent, what include in this visual standards. The introduction has many useful information without saying words big and not specific.

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New Updated Logo

Visual Development Guide

New Updated Logo

Logo Anatomy It shows how to use logo correctly by dividing to primary logo and secondary logo. And shows clear space and minimum size with images and instructions.

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Visual Development Guide

Type Specs This example shows type hierarchy levels clearly with the size, leading and tracking of each part. It shows the type in the layout which is helpful to understand how to use them correctly.

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New Updated Logo

Visual Development Guide

New Updated Logo

Main ID colors It uses the size of area to show primary and secondary colors which is helpful for users to get a direct idea about how each color is been used, which color should use a lot while other colors should use small parts of them.

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Visual Development Guide

Logo Don’ts By clearly showing each incorrect use with a sentence below each image is more convenient than listing number of them on the other side. And not using a red line across the image to show not do, without the lines s is clearer to see.

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New Updated Logo

Visual Development Guide

New Updated Logo

Alternate versions of logo Fedex provide the color options that can be useful when using them in different categories. It clearly shows how those colors work with the mark.

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References

Text Sources

Image Sources

life.com widewalls.ch

life.com unsplash.com stock.adobe.com pexels.com freepik.com

Disclaimer

This is a student project for education purposes only.

It is not intended to represent or replace the original brand.