√ THE BRAND
Visual Development Guide
2017
a
LAST.NET
b
THE VISUAL DEVELOPMENT GUIDE
“Far more powerful than religion, far more powerful than money, or even land or violence, are symbols.”
― Lia Habel, Dearly, Departed
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LAST.NET
THE VISUAL DEVELOPMENT GUIDE
TABLE OF CONTENTS Chapters
01
Last.net
2
Concept
6
Initia l Ske tches
12
Right Decis ion
22
THR BRAND
02
VISUAL RESEARCH
03
INITIAL SKETCHES
04
SKETCHES DEVELOPMENT
Chapters
05
SKETHCES REFINEMENT
Sketches Refinement Computer Refined Logo Further Refinement Final Logo
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LAST.NET
THE VISUAL DEVELOPMENT GUIDE
01
THE BRAND
LAST.NET
THE VISUAL DEVELOPMENT GUIDE
LAST.NET About From Last.fm to Last.net, the company has been through some serious alteration. Based on the core service of the business—tracking, collecting and analyzing and recommending, Last.net is born into new fields of the market, serve new audiences, and face new challenges. In order to meet all these need, Last.net need a new look, a new start point to grow into a future giant. This guide is devoted to present the process of the establishment of the brand’s identity, from ideation to drawing, to the finished look.
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Last.fm —
— Last.net
Keywords For a future that is brought about by Last.net, in which people are taking advantages of their own data, realizing themselves like never before, there are 3 main keywords that captured the essence of the brand— Tracing, Right decision and Spiritual.
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LAST.NET
02
VISUAL RESEARCH
THE VISUAL DEVELOPMENT GUIDE
LAST.NET
THE VISUAL DEVELOPMENT GUIDE
CONCEPTS
Tracing Through different devices and apps, we are now able to tracking data around us. Last.net analyses and visualizes data of users and help them to gain an overall knowledge of themselves, Personal data empowers people by changing their views about themselves, and use it as a strong tool to achieve self-growth.
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Inspirations
Hansel and Gretel Lines www Rope Knots Small Stones Sundial
Mapping Tracing Road Process Connect Track Trail Dots
Right Decision After knowing oneself, to be further benefited by personal data, users would develop the ability to make wise, future-thinking decisions and choices in every expect of their life. Like a life coach, Last.net could inform users what kind of food is more helpful to achieve their current health goals etc.
Inspirations
Lighthouse Campass Wind Vane Arrows Road Shadow Traveler’s Tree Scale Balance
Beam Light Button Rock Balancing Lottery Juggling Rope Walk Slackline 7
LAST.NET
SPIRITUAL Keep tracking oneself and knowing oneself from past actually could help people to be more focused on their current life and be fully immersed in one's daily life. Eliminates being auto-pilot and going through the motions, self-knowledge makes people finding joys in the daily mundane and be more mindful.
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THE VISUAL DEVELOPMENT GUIDE
Inspirations
Ying Yang Yoga Mindfulness Balance Meditation Practice
Peace Awareness Enlightment Inner World
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LAST.NET
THE VISUAL DEVELOPMENT GUIDE
03
INITIAL SKETCHES
LAST.NET
INITIAL SKETCHES Concept 1: Tracing Inspired by the idea of trace, I explored different ways of connecting the dots and ways of people track time.
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THE VISUAL DEVELOPMENT GUIDE
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LAST.NET
Concept 1: Tracing (Continue)
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THE VISUAL DEVELOPMENT GUIDE
Concept 2: Right Decision
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LAST.NET
Concept 2: Right Decision (Continue)
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LAST.NET
Concept 3: Spiritual
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LAST.NET
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THE VISUAL DEVELOPMENT GUIDE
SKETCHES DEVELOPMENT
LAST.NET
RIGHT DECISION Sketch Developments / Right Decision #1 After the first round of critic, among the 3 directions, the best direction being selected was Right Decision. Because technology serves as a tool for people to achieve what they want. And making the right decision is what people want.
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LAST.NET
Sketch Developments / Right Decision #2
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LAST.NET
Sketch Developments / Right Decision #3
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LAST.NET
Sketch Developments / Right Decision #4
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THE VISUAL DEVELOPMENT GUIDE
Computer Refined Selections
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LAST.NET
THE VISUAL DEVELOPMENT GUIDE
05
SKETCHES REFINEMENT
LAST.NET
THE VISUAL DEVELOPMENT GUIDE
SKETCHES REFINEMENT
Refinement #1 After another round of critic, we decided to go with a specific direction: L+Check Box to indicate the choice and decisions. Based on this idea, I made further explorations.
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Refinement Direction: L + Check Box
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LAST.NET
Refinement #2
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THE VISUAL DEVELOPMENT GUIDE
COMPUTER REFINED LOGO #1 L+√=□ Inspired by the similarity between ‘L’ and a check mark, I rotated the marks and conbined them into a check box.
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LAST.NET
#1 L+L+L+L+L+L+√= Using the trace idea on ‘L’, making them follow each other on certain degree and then they formed a circle, with the check mark in the middle, the whole thing formed a fancy check box.
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THE VISUAL DEVELOPMENT GUIDE
#1 â–Ą+L+√ By separating all the elements in a check box and recombining them together, we get a 3D check box.
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LAST.NET
FURTHER REFINEMENT Choice A Still, the simple and clear check box wins the attention.
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THE VISUAL DEVELOPMENT GUIDE
Choice B Still, the simple and clear check box wins the attention.
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FINAL LOGO
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THE VISUAL DEVELOPMENT GUIDE
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