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ReykjavĂ­k 2040 R. Doogs Nanolink

Logo, Logotype & Pictogram Development

Surface Design, Illustration, Product Mapping

Conceptual Product Design, Package Design, Logo & Logotype Design, Collateral Design & Identity


Reykjavik, Iceland Population: Approximately 200,000


Reykjavik is the capital and largest city in Iceland. With a latitude of 64°08’N, it is the world’s northernmost capital of a sovereign state. It is the heart of Iceland’s cultural, economic and governmental activity. It is believed to be the first permanent Icelandic settlement with origins dating back to 870 AD. Until the late 1700s, there was no urban development in the area whatsoever but in 1786 it became an official trading town. From there it grew steadily over the decades and transformed into a regional and later national center of commerce, population, and governmental activities. It is among the cleanest, greenest, and safest cities in the world. In the last three decades, Reykjavik has become a significant player in the global community. The 1986 Reykjavik Summit between Ronald Reagan and Mikhail Gorbachev underlined the cities newfound international status. Deregulation in the financial sector and the computer revolution of the 1990s again transformed Reykjavik. The financial sector and information technology are now significant employers in the city.

Population Demographics

Present-day Reykjavik has residents from at least 100 countries. The most common ethnic minorities are Poles, Filipinos, and Danes. As of 2009, approximately 8% of the total population was foreign born. The city is also visited by thousands of tourists, students and other temporary residents, at times outnumbering natives in the city center. The majority of the native Icelandic people are descendants of Norwegian settlers and Celts from Ireland and Scotland who were brought over as slaves during the age of settlement. The Icelandic population today is remarkably homogeneous. According to government statistics, 99% of the population lives in urban areas and 60% live in the greater Reykjavik area.


Iceland’s culture is rich and varied as well as being known for its literary heritage which stems from authors from the 12th to 14th centuries. Other Icelandic traditional arts include weaving, silversmithing, and wood carving. The Reykjavik area has several professional theatres, a symphony orchestra, an opera, and a large number of art galleries, bookstores, cinemas, and museums. Iceland’s literacy rate is among the highest in the world and a love of literature, art, chess, and other intellectual pursuits is widespread.

Attitudes and Customs


Icelanders generally have a traditional liberal Nordic outlook, similar to other Nordic countries such as Norway and Sweden. Yet, an important key to understanding Icelanders and their culture (which is different from the majority of their contemporary Nordic peoples) is the high importance they place on the traits of independence and self-sufficiency. Icelanders are proud of their Viking heritage and Icelandic language and take great care to preserve their traditions. Some Icelanders either believe in the existence of elves or are unwilling to rule out their existence. Icelandic society and culture has a high degree of gender equality, with many women in leadership positions in government and business. Iceland also has a highly

progressive gay rights legislation, with couples having been able to register civil unions 1996, adopt since 2006 and marry since 2010. Spanking your children is illegal in Iceland as of 2003. In 2006, Iceland was ranked as the fourth happiest nation in the world by an independent scientific study.


The traditional architecture of Iceland draws from Scandinavian influences and, traditionally, was influenced by the lack of native trees on the island. As a result, grass and turf covered houses were developed. Later on, the Swiss chalet style became a prevailing influence in Icelandic architecture. Functionalist architectural style arrived in Iceland in the 1930s, and this would have great influence on the urban planning of the country. Next came the modernist movement after independence from Denmark. Influential architects created modernist buildings with low roofs and large windows, ad large, smooth expanses of color. In recent years, some larger scale plans have been put forth including Iceland’s first skyscrapers the Hӧfðatorg and Smaratog towers. Taller buildings sort of look out of place with neighboring Swiss chalets.


170 Geothermal spas (Blue Lagoon most famous) Volcanos & Glaciers Mountain biking and hiking Concert halls Natural wonder Whale watching UNESCO City of Literature Extreme contrasts Culture House Great nightlife

Word Association

1. Modern, 2. Clean, 3. Green, 4. Independent, 5. Self-Reliant, 6. Intellectual, 7. Traditional, 8. Nordic 9. Viking, 10. Natural 11. Close-Knit 12. Homogeneous, 13. Pride, 14. Technological, 15. Unspoiled, 16. Pristine, 17. Vibrant, 18. Peaceful, 19. Progressive, 20. Egalitarian, 21. Wild, 22. Colorful 23. Unique, 24. Educated, 25. Hospitable, 26. Happy, 27. Artistic

ICELANDIC PERSONAL PROFILES People in Iceland work a lot. Toddlers generally start playschool when they are two years old and they are then in school until they reach the age of 16. One or more periods of further education follow and many Icelanders reach the age of 30 before their education is complete. Then they spend the rest of their lives paying off the student loans they have accumulated. The school year used to be short but children are now in school for over nine months of the year. The education system compares well with others around the world according to surveys done by international institutions. Women are playing more active roles in the labor market. They give birth to fewer children, later in life. Home ownership is important to most Icelanders and property prices in the Reykjavik area have risen sharply in recent years. Most parents work while their children are in school. Mobile phones are common among adults and children. Most homes have an Internet connection. There is a general feeling of well-being. Prices in Iceland are high, but the average wage is too.

The average life expectancy of the population of Iceland is very high. Girls born in Iceland can expect to reach 82 years of age, while boys on average reach 78 years. In comparison, men live an average of 76 years in Norway and women live an average of 81 years. Icelanders are also highly optimistic people, and should you happen to meet someone who is not positive now, he will certainly be more buoyant in the future. Even so, Icelanders hold the world record for using antidepressants. That is one of many contradictory oddities in Iceland today; a happy nation using large quantities of psychoactive drugs. Maybe Icelanders are happy because they use so much medication.

Icelanders regard themselves as a literate nation, and in 2000, a total of 1,137 books were published. The country’s interest in books is never more obvious than at Christmas time when advertisements for the latest publications fill newspapers and television screens. Christmas books are an Icelandic phenomenon. Icelanders crowd into shops to buy books for friends and relatives. Biographies are still popular, but crime fiction is seen more and more often on the best seller lists. Arnaldur Indridason has claimed top spot for his detective novels during the last few years. Icelanders are very proud of their Nobel Prize-winning author, Halldor Laxness. His books sell well and are the subject of many further education courses. Universal literacy came early to Iceland, and less than 3% of the population is unable to read. This is similar to other Scandinavian countries. Icelanders will ceremonially announce that handball is their national sport, although it is a long way from being the most popular. Football has far more participants. In 2002, there were 16,000 footballers and 1,000 golfers. Around 6,000 played handball. Two sports that show constantly increasing popularity are golf and equestrian sports with 7,000 people riding regularly. Other popular sports are athletics and swimming. One sport that has increased rapidly in popularity in recent years is couch football. This increasing appeal is attributed to the large number of live broadcasts from the best competitions in the world, such as the English Premier League and the European Champions League. Many Icelandic sportsmen have competed professionally at top levels all over the world.


Profile 1

Ăžorsteinn M. Jonsson - Banker Jonsson was the Chairman of Glitnir Bank and is the current Chairman of Vifilfell (Coca-Cola). He earned a degree in Economics from the University of Iceland and in 1991 an MA in Economics from Northwestern University. He worked as an economist for the Central Bank of Iceland for four years, followed by two years as Chief Economist for the Federation of Icelandic Industries. In 1996, he was appointed CEO of Vifilfell and in 2001 he led a buy-out of the business and currently holds a majority stake.

Profile 2

Trausti Valsson - Architect Valsson is a registered architect and urban planner and a professor of planning, at the University of Iceland Department of Environmental Planning and Civil Engineering. In 1972, he received a Dipl. Ing. Architect in the City Planning Line from the Technische Universitat Berlin. He holds a Ph.D. in Environmental Planning, obtained in 1987 at UC Berkeley.

Profile 3

Einar Karason - Writer Karason has been a full-time writer since 1978. He started his career with poetry in literary magazines from 1978 to 1980. In 1981, he published his first novel. He is best known for Devil’s Island, which was translated into English. He has been on the board or acted as chairman for several Icelandic writing associations. He wrote a book about the Sturlungar family clan, in which all the most famous Vikings from Iceland come together and finally battle for power over Iceland.











5 Artistic






PMS 3252C

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Take Your Time


Polar Bear’s Lair

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PMS Cool Grey 10C

Solfar East


Nordic Tapestry

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Solfar West



Baron Neue



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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890


ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890


ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Phantom 3D

AabBcCdDeEfFGhHiIjJKklLMmNoOpPrRSTu VwWXyYzZ 1234567890






Unrefined Chosen Direction

The unified legs appear too much like an eye mask and are distracting. The disparate figures have an asymmetrical negative space between them. In general the lines could be cleaner.


Refined Chosen Direction

The unified legs are much more subdued but still represent unity. The negative space between the figures has been made symmetrical so, despite the figures being of different proportions, their importance to the whole is equal, properly representing egalitarianism.


Attempts to add sunbursts, and different placement of the bid year.








Apparel and accessory company seeking a new line of resort casual wear that is vibrant, fun, on-trend to be sold in highend boutique stores such as Intermix, Unionmade, Barney’s New York and Fred Segal.


The Company makes well-crafted handmade attire, accessories and home goods ranging from boxer shorts and bathing suits to watches and hats to bedding and wallpaper.

Target Audience

According to the US Travel Association, the average age of leisure travelers is 47.5 years old but roughly 20% of leisure travelers are between the ages of 25 and 34 and 17% are between the ages of 35 and 44. Approximately 19% are between 45 and 55. By extrapolation, approximately 40% of all leisure travelers in the US are between the ages of 30 and 50. Many of those live in a temperate climate and travel seeking a tropical environment. As the median household income for leisure traveling families is approximately $62,000/year, the Company’s target audience is in the higher rangers of the curve, those earning $80,000 and higher. This target audience likes to travel to resorts in the Caribbean, Mexico, Hawaii, etc. Some may also like to play golf. They seek a wardrobe that exudes the spirit of vacationing and being carefree yet luxurious at the same time.

Age – 30-50 Gender – 80% Male, 20% Female Nationalities – American (initially) Income Range = $80,000-$200,000/year Average Income = $100,000/year Approximate Relevant Costs – A bathing suit would run approximately $150. It would be more expensive

than a bathing suit at a middle range store such as a J. Crew (approximately $50-$75) but still significantly less than buying a bathing suit from the well-known, high end bathing suit brand Vilebrequin of St. Tropez (approximately $250). Boxer shorts would run approximately $30/pair, button down short sleeve shirts would run approximately $100 and so on and so forth.


Profile 1

Katelyn is a 30 year old Los Angeles native who goes on vacation with her family approximately twice a year, typically to a tropical place such as Mexico. Her father is an avid golfer and generally plans their family trips around a golf course. Katelyn’s new boyfriend Jason is coming on his first family trip. Katelyn wants to make sure that Jason looks the part on vacation and out on the golf course with her dad. She spots R. Doogs clothing and loves the vibrance of it and decides to buy Jason an early Christmas present.

Profile 2

Chris is a 45 year old San Diegan with two young boys. Chris plays and watches a lot of golf. Chris watched the 2013 US Open and saw Billy Horschel wearing octopus pants on the course and thought they were extremely unique and decided he wanted to find something similar for himself. One day while shopping with his wife, he came across R. Doogs golf collection and found R. Doogs “Kentucky Derby’ pants. Chris, a native Alabaman, loved the pattern and the colors and purchased a pair.

Profile 3

Steve is a 50 year old, extremely successful entrepreneur who travels for business and leisure multiple times per year. He plays golf for business and leisure as well. His favorite color has always been lilac purple, but in general he likes vibrant colors and wears them proudly. Steve saw the R. Doogs line at Barney’s and bought as much of it as he could find.

Word Association

1. Carefree, 2. Vibrant, 3. Tongue-in-Cheek, 4. Comfortable, 5. Hip, 6. Trendy, 7. Youthful, 8. Self-Assured, 9. Fresh, 10. Colorful, 11. Fun, 12. High-End, 13. Well-Made, 14. Resort, 15. Vacation, 16. Tropical, 17. Conversation piece, 18. Unique, 19. Eye-catching, 20. Patterned




Neutral Greys

c=1, m=95, y=20, k=0 Pantone 213 C

c=1, m=90, y=90, k=0

Pantone Red 032 C

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c=2, m=74, y=91, k=0 Pantone Warm Red C

c=0, m=51, y=99, k=0

Pantone Hexachrome Orange C

Neutral Greys

c=5, m=18, y=98, k=0 Pantone 123 C

c=3, m=10, y=89, k=0 Pantone 604 C

Neutral Greys

c=20, m=0, y=99, k=0 Pantone 381 C

Neutral Greys

c=71, m=1, y=82, k=0 Pantone 361 C

Neutral Greys

c=75, m=2, y=73, k=0 Pantone 7473 C

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Pantone 3275 C

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Neutral Greys

Neutral Greys

c=17, m=77, y=55, k=2

c=22, m=64, y=95, k=8

c=18, m=53, y=83, k=2

c=23, m=27, y=100, k=0

c=29, m=31, y=100, k=2

c=71, m=30, y=85, k=14

c=85, m=17, y=96, k=4

c=13, m=13, y=21, k=0

c=42, m=24, y=60, k=1

c=42, m=23, y=62, k=1

c=73, m=18, y=73, k=3

c=34, m=6, y=17, k=0

c=46, m=10, y=12, k=0

c=55, m=62, y=57, k=34

c=54, m=61, y=64, k=39

c=61, m=45, y=82, k=33

c=39, m=64, y=89, k=36

Pantone 406 C

Pantone 5773 C

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Pantone 5773 C (Closest)

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Pantone 411 C (Closest)

Pantone 7490 C

Pantone 438 C


c=79, m=11, y=45, k=0

c=16, m=88, y=96, k=5

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Neutral Greys

c=18, m=100, y=91, k=8 Pantone 187 C

Neutral Greys

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c=36, m=99, y=36, k=9 Pantone 512 C


Neutral Greys

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Pantone 348 C

Pantone 7518 C


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c=70, m=14, y=1, k=0 Pantone 631 C

c=4, m=33, y=1, k=0 Pantone 672 C

Neutral Greys

c=70, m=49, y=69, k=39 Pantone 447 C

c=36, m=60, y=81, k=24 Pantone 7505 C

c=90, m=33, y=98, k=26 Pantone 7484 C

c=30, m=53, y=96, k=12 Pantone 146 C

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c=0, m=62, y=30, k=0 Pantone 1777 C

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c=6, m=35, y=24, k=0 Pantone 7521 C

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c=0, m=27, y=69, k=0 Pantone 1365 C

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c=3, m=0, y=34, k=0 Pantone 608 C

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c=18, m=0, y=22, k=0 Pantone 351 C

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c=7, m=9, y=35, k=0

Pantone 5455 C

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c=40, m=44, y=48, k=6

c=5, m=25, y=62, k=0

c=31, m=49, y=73, k=9

c=24, m=40, y=62, k=1

c=29, m=34, y=81, k=3

c=43, m=34, y=33, k=1

c=66, m=61, y=58, k=44

c=64, m=56, y=53, k=28

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c=22, m=0, y=2, k=0

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c=18, m=3, y=8, k=0

Pantone 545 C

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Pantone 277 C

c=19, m=9, y=1, k=0

Pantone 2706 C

c=31, m=28, y=1, k=0

c=5, m=7, y=26, k=0

c=5, m=6, y=17, k=0

c=2, m=2, y=10, k=0

Pantone 270 C

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c=52, m=42, y=41, k=6 Pantone 424 C

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c=37, m=29, y=28, k=0

c=24, m=18, y=17, k=0

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Pantone 421 C

Pantone 7499 C

c=0, m=0, y=0, k=10 Pantone Cool Gray 2 C

















Medical Device Company that has recently developed a new technology designed to make the treatment and management of Type 1 Diabetes more efficient and convenient.


The Company manufactures a nanotattoo and applicator that is designed to measure blood glucose levels, an insulin pump that, when combined with insulin cartridges, delivers insulin to the bloodstream, and a meter that measures blood glucose levels by reading the nanotattoo using ultraviolet light and, in turn, communicates with the insulin pump telling it how much insulin to deliver to the body.

Target Audience

Currently, there are approximately three million Americans that have Type 1 Diabetes and each year, approximately 30,000 new cases are diagnosed (roughly half are adults and half are children). About 80 people a day are diagnosed with Type 1 Diabetes. About 85% of those living with the disease are adults. The prevalence of T1D among Americans under the age of 20 rose 23% between 2001 and 2009. Eventually, the company hopes its technology can help not only all Americans suffering from T1D but Type 1 diabetics worldwide. Initially, though, the company is targeting Americans with T1D between the ages of 18 and 35.

Age – 18-35 Gender – 50% Male, 50% Female Nationalities – American Income Range = $40,000+/year Average Income = $60,000/year Approximate Relevant Costs – A kit including the nanotattoo applicator, 3 nanotattoo cartridges (each one

lasts approximately 6 months), the insulin pump and 5 applicators (the insulin pump must be removed and reapplied every 5 days), and the meter plus wall charger. The kit will retail for $1,500 but most insurance companies will cover approximately $1,000.


Profile 1

Haley is a 26 year old Angeleno. She was diagnosed with T1D at the age of 5 and has been living with the disease ever since. Over the years, she has been on insulin pumps while pricking her figure for blood glucose levels. She has been on glucose monitors giving herself insulin injections. And, at times, she has both pricked her fingers and injected herself with insulin. This means for 21 years she has been sticking, poking and pricking herself just to stay alive. The idea that this can become limited to just one reapplication of the insulin pump every 5 days is welcome news to Haley.

Profile 2

Tom is a 19 year old college student. He was diagnosed with T1D at age 18 and so living with diabetes is relatively new to him. Fortunately for Tom, he was diagnosed with the disease at a time when the company is revolutionizing the industry with its new technology. Tom has been on an insulin pump for a year, and has been testing his blood sugar through finger pricking. Switching to the company’s insulin pump will be an easy transition for him and using the ultraviolet meter instead of a finger pricker will make life really convenient for Tom, who has discovered managing the calendar of a college student along with T1D is quite the task. Not only will Tom no longer have to prick his finger, he also will no longer have to tell his insulin pump what to do, as the ultraviolet meter will do it for him.

Profile 3

Viola is a 34 year old attorney working at a law firm in New York. Her career is very stressful and demands the vast majority of her attention. As such, her management of her T1D has suffered. Viola was diagnosed at 14. As a responsible young woman, Viola always had the disease under control, but since having children and balancing that with her demanding career, she has had little time to monitor her glucose numbers. At her last appointment with her endocrinologist, her A1C was off the charts. The Company’s new technology is a godsend for Viola who now will only have to pull out her meter 5-7 times a day and shine an ultraviolet light on her fingertip to manage her disease properly.

Word Association

1. Young, 2. Healthy, 3. Diabetes, 4. Comfortable, 5. Efficient, 6. Easy, 7. Hip, 8. Sleek, 9. Modern, 10. Compassionate, 11. Reliable, 12. Space-Aged, 13. Customized, 14. Well-Designed, 15. Insulin, 16. Glucose, 17. Conversation piece, 18. Cool, 19. Self-Assured, 20. Youthful, 21. Safe, 22. Painless, 23. Acceptance, 24. Responsible, 25. Pride, 26. Technologically Advanced, 27. Approachable, 28. Fresh











5 Easy









Pantone 2635 C Pantone 425 C

Pantone 814 C Pantone Cool Grey 8 C

Pantone 2577 C Pantone 432 C

Pantone 528 C Pantone 431 C

Pantone 265 C Pantone 423 C

FINAL COLOR SCHEME Pantone 2577 C Pantone 425 C

Pantone 2655 C Pantone Cool Grey 4 C


Century Gothic Bold Italic


ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Neutra Text


Bauhaus 93

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Prestige Elite

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Time Burner

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Marker Felt

Stone Sans Semibold SemiItalic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuv wxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890











Top View when Cover Closed

Top View when Cover Open 6’’



Side/Top View skewed

Top View when Compartments Open




7.348’’ 5.196’’ 7.348’’

6’’ 6.75’’ Side View







Manufacturer: Distributed by NuPrep, Inc. NanoLink East Rockaway, NY 11518 Los Angeles, CA 90049



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