INSPIRATION GUIDELINES RESEARCH

NEW IDENTITY INTRODUCTION

This way of presenting the new design by comparing the old with the new clearly shows the iteration of the design. It’s inspiring and successful by showing them together for a better visual difference. We can clearly see the difference as well as the development of the new brand identity.

LOGO ANATOMY

This is a very detailed and successful exploration of logo anatomy, and you can clearly see why the logo is designed the way it is. We can find that everything is related to the x-height, although I can’t read Spanish but I can also restore the logo through the grid. We can also clearly see the relationship between words and patterns, which makes their collocation more harmonious and meaningful.

TYPE SPECS

In the type choice section, I think it works well here because it’s easy to understand and other designers can easily understand and follow the rules here. The simplicity and straightforward idea of this type specification is very inspiring to everyone.

COLORS

This color performs well. All color combinations are clearly presented in the table. In the actual color column on the left, we can also find

numbers describing the colors, I can’t read German but they don’t seem to be CMYK or RGB numbers. It is very specific, readable and easy to understand. Nice layout composition.

LOGO DON’TS

This Logo Dont’s page is very specific and has lots of examples showing how not to use the logo, with all the different examples included. If designers are unsure how to use a logo at a certain moment, this is a great example of how we can look back to determine how to use it.

ALTERNATE VERSIONS OF THE LOGO

This alternate version of the logo is also very helpful for designers who are confused about how to use the logo when they are faced with a new situation. These examples basically cover most situations of logo application. I believe these can be of great help in design work.

// COLOPHON

COURSE

GR604_The Nature of Identity

INSTRUCTOR

Hunter Wimmer

DESIGNER

Jingjing Zhao

PHOTOGRAPHY CREDITS

Getty Images AP TWA Museum The New York Times NASA