GR604 Student Project - DeLorean Visual-Development-Guide

V isual Development Guide

ROUND ONE (R1) SKETCHES

3

Rough Sketches

Refined Sketches

ROUND TWO (R2) SKETCHES

R2 Rough Sketches

R2 Refined Sketches

Digital Comps

(R3) SKETCHES

R3 Hand Sketches

R3 Digital Sketches

Refined Comps

“We were trying to build a car that would last, that had the quality of eternity.”

John

DeLorean BRAND OVERVIEW

OUR MISSION

At DeLorean, we spark innovation, foster a pioneering spirit, and embrace collaboration for individuals eager to transcend limits, question the conventional, and propel their pursuit of excellence. Our mission is to bring together forward-thinkers dedicated to reshaping society with technology, design, and more.

OUR FUTURE

At DeLorean, we merge heritage with innovation to redefine creativity across time. Our mission is to push boundaries and inspire generations, honoring our rich history while crafting the future. We cater to doers and pioneers, those who see beyond the horizon. Our brand is a beacon for innovation, promising a future where every advance echoes our timeless vision. DeLorean is not just about cars; it’s about inspiring endless possibilities and fostering a legacy that transcends generations. This is our commitment to the future: to innovate for those who dare to defy complacent.

ROUND ONE (R1)

SKETCHES

Aligned with our strategic direction, we are set to embark on designing the visual identity for DeLorean. In the initial sketching phase, I’ll start by transforming the initial keywords into more impactful key phrases, which will serve as the foundation for guiding the visual development process. Subsequently, I’ll categorize the designs into three distinct themes based on these key phrases, dedicating a separate category to each. At this juncture, all sketches will be hand-drawn, focusing on ideation.

THREE KEY PHRASES

COLLABORATION / Creating Together, Achieving More

DeLorean values collaboration, aiming to achieve more by creating together. It promotes genuine connections, enhancing creativity and solving challenges collectively. This approach fosters a united effort towards societal transformation through innovation.

INNOVATION / Daring to Disrupt, Destined to Lead

DeLorean stands for innovation with “Daring to Disrupt, Destined to Lead.” It challenges the status quo and pioneers bold solutions, leading the way in redefining industries through expertise-driven confidence and action-oriented innovation.

PIONEERS / Paving New Paths, Setting New Standards

Paving New Paths, Setting New Standards” reflects DeLorean’s mission to challenge norms and create new benchmarks. It encourages visionaries to think differently and act boldly, driving meaningful societal change through groundbreaking initiatives.

R1 \ ROUGH SKETCHES 1

INNOVATION / DARING TO DISRUPT, DESTINED TO LEAD

R1 \ ROUGH SKETCHES 1

INNOVATION / DARING TO DISRUPT, DESTINED TO LEAD

R1 \ ROUGH SKETCHES 2

COLLABORATION / CREATING TOGETHER, ACHIEVING MORE

R1 \ ROUGH SKETCHES 2

COLLABORATION / CREATING TOGETHER, ACHIEVING MORE

R1 \ ROUGH SKETCHES 3

PIONEERS / PAVING NEW PATHS, SETTING NEW STANDARDS

R1 \ ROUGH SKETCHES 3

PIONEERS / PAVING NEW PATHS, SETTING NEW STANDARDS

R1 \ REFINED SKETCHES 1

INNOVATION

DARING TO DISRUPT, DESTINED TO LEAD

DESIGN DIRECTION

Several motifs connected to starlight, velocity, and fluid lines show promise, indicating opportunities for future exploration in integrating the letter “d” into the logo more creatively.

R1 \ REFINED SKETCHES 2

COLLABORATION

CREATING TOGETHER, ACHIEVING MORE

DESIGN DIRECTION

Components like the clustering of water droplets, the merging of lines, and the interplay between dots and lines contribute to a cohesive visual harmony that is unified, collaborative, and pertinent. Moving forward, we plan to delve into more harmonious visual elements while steering clear of graphics that lean too much towards a soft, organic aesthetic.

R1 \ REFINED SKETCHES 3

PIONEERS

PAVING NEW PATHS, SETTING NEW STANDARDS

DESIGN DIRECTION

This approach stands out as the most innovative, with numerous symbolic elements at its disposal. However, many of these elements predominantly lean towards motifs of direction, arrows for guidance, and pathways. Additionally, the use of initials introduces an innovative touch, further accentuating the sense of pioneering. By merging the best aspects of the first two approaches, it persistently seeks out visual elements that resonate with expression and creativity.

Upon reviewing the initial batch of sketches, it became clear that the Innovative and Pioneer groups had contributed numerous valuable concepts. Furthermore, guided by the feedback received, I delved deeper into the exploration of symbols. As a result, in the upcoming batch of sketches, I intend to merge all three groups into a single, larger collective, centering our efforts on the innovative and pioneering ideas. My goal is to further refine these concepts and ultimately showcase the top 10 ideas through digital sketches.

CONVERGENT IDEAS

NIRVANA REBIRTH & PIONEER LEADERSHIP

Our design is inspired by the spirit of innovation and pioneering leadership. We’ve distilled this inspiration into a simple yet powerful concept: Nirvana Rebirth and Pioneer Leadership. This represents a new beginning in innovation and leadership.

DESIGN LANGUAGE

Our design revolves around four key elements: Direction, Energy, Strength, and Spread. These elements help us express our core concept:

Direction

Points to the future, representing progress.

Energy

Shows the momentum and driving force of innovation.

Strength

Demonstrates the powerful impact of pioneer leadership.

Spread

Means sharing ideas and sparking inspiration.

R2 \ ROUGH SKETCHES

INNOVATION / NIRVANA REBIRTH & PIONEER LEADERSHIP

From the second series of sketches, various symbols or emblematic distortions featuring the “phoenix” “flame” and the initial “d” have been identified as potentially aligning well with new key phrases. Among these, 10 logos stand out as particularly promising in this batch of designs.

Sense of movement and energy in this logo design, which is not static but vibrant and full of life, potentially embodying change and adaptability.

R2 \ ROUGH SKETCHES

The deconstructed design of the initials follows the style of the “Solid” logo, which exudes strength and reliability by creating a sense of stability and trustworthiness, through bold lines and shapes.

R2 \ REFINED SKETCHES

INNOVATION / NIRVANA REBIRTH & PIONEER LEADERSHIP

R2 \ DIGITAL SKETCHES

ROUND THREE (R3) SKETCHES

After a second round of sketches, the final targets became the designs of the “Phoenix” and “Flame,” symbolizing nirvana and emergence, alongside the initial “D,” representing pioneering, leadership, and innovation. Further iterations and refinements unfolded across these three categories concurrently. The typeface for the brand name emerged as a secondary element of the logo. After dozens of hand-drawn sketches and computer compositions facilitated the creation of three finished logos. The aim is to craft a design that not only expresses the brand’s essence and appeals visually but is also versatile across multiple platforms and lends itself to modular exploration.

R3 SKETCHES

INNOVATION

/ NIRVANA REBIRTH & PIONEER LEADERSHIP

PIONEERS / PAVING NEW PATHS, SETTING NEW STANDARDS

Initial Marks: D

Avatars: Phoenix & Flame

VISUAL SYMBOLS & PHILOSOPHY

Phoenix: Symbolizes revival and transformation, capturing our essence of rebirth.

Flame: Represents our burning passion and energy, driving forward innovation.

Initial “D”: Embodies our pioneering spirit and leadership in the each industry.

DYNAMIC EXPLORATION PROCESS

• Integrated the brand name’s typography as a core component of the logo design.

• Utilized a combination of hand-drawn sketches and digital prototypes to refine our visual identity.

R3 \ HAND SKETCHES

PIONEERS / PAVING NEW PATHS, SETTING NEW STANDARDS

Incorporating positive elements from the initial rounds, this phase refined the focus on the letter “d” and aimed to streamline the design approach for the phoenix and flame logos. Additionally, it delved into enhancing the cohesion between letters and graphics, seeking solutions to create a more unified visual harmony.

R3 \ ITERACTION SKETCHES

PIONEERS / PAVING NEW PATHS, SETTING NEW STANDARDS

CONCEPT 1

CONCEPT3

CONCEPT 3

CONCEPT 4

R3 \ DIGITAL SKETCHES

R3 \ DIGITAL SKETCHES

R3 \ DIGITAL SKETCHES

R3 \ DIGITAL SKETCHES

CONCEPT 4

ICONOGRAPHY

TYPOGRAPHY

CHAPTER

VISUAL RESEARCH

Exploring visual research is essential for building and refining a brand’s visual identity. By examining the visual standards of other brands, we gain insights into fundamental design principles and gather inspiration for developing precise and distinct guidelines for our own visual system. In this section, my focus will be on studying exemplary visual standards guidelines from leading brands. This exploration will inform and inspire the establishment of a robust visual foundation for Delorean’s visual standards.

STANDARDS INSPIRATIONS

New Identity Introduction

The Exploratorium’s identity is introduced with an engaging narrative that positions their logo as a pivotal element. It smartly uses text to transform the “O” into a symbol for inquiry and discovery, effectively setting the tone for the brand’s communicative journey

Logo Anatomy

This guide includes the “Clear Space and Minimum Size” for logo usage, ensuring the logo’s integrity is maintained across various applications. The “v” of the logo sets a clear standard for the surrounding area.

Type Specs

The type specification page for Cadence offers a comprehensive view of the Frutiger font family, illustrating its versatility. The clean presentation and typographic hierarchy make it simple to understand the use cases for different weights and styles, guiding proper type selection for various communication needs.

Main ID colors (logo colors)

Boeing’s use of color guideline page exemplifies clarity in defining brand identity. It presents a well-organized palette, including primary, extended, and metallic colors, which are crucial for maintaining consistency across brand communications.

Logo Don’ts

The guide highlights the incorrect ways to handle the (RED) logo, with visuals backed by clear text, ensuring partners preserve the logo’s distinctiveness and the overall brand identity remains consistent.

Alternate versions of the logo

The guide showcases well the versatility of the FedEx logo across various company divisions, with each alternate logo maintaining the core identity wuth colors filling in the “Ex” while adapting to different service sectors.

LOOK-A-LIKE LOGOS

ANIMAL-INSPIRED LOGOS

All these logos incorporate animal imagery, modifying the portrayal and characteristics of each creature to reflect the distinct values and focus of each company.

WWF (WORLD WILDLIFE FUND)

The WWF features a panda in its logo, symbolizing the organization’s commitment to wildlife conservation.

GREYHOUND

Greyhound's logo uses a leaping greyhound dog, symbolizing speed and reliability, qualities crucial to the brand's identity as a transportation service provider.

RALPH LAUREN (POLO)

The Polo horse and rider depict a scene from the sport of polo, representing luxury, heritage, and an aristocratic lifestyle, which aligns with the brand's high-end fashion identity.

FOX RACING

The logo features a fox, known for its agility and speed, which resonates well with the brand’s association with motocross and extreme sports.

PLAYBOY

The stylized rabbit with a tuxedo bow tie reflects sophistication and playfulness, core aspects of the Playboy brand’s identity.

BACARDI

The bat in Bacardi’s logo is a nod to the family's original distillery in Cuba, where bats were considered good omens. It symbolizes good fortune and family unity, which are central to the brand's story.

AFLAC

The duck in Aflac’s logo is directly tied to the brand’s famous advertising campaign. It symbolizes the company's approachability and effectiveness in communicating its insurance services.

PYTHON SOFTWARE FOUNDATION

The python snake represents power and flexibility, much like the Python programming language which is renowned for its versatility and strength in various applications.

THE HARTFORD

The Hartford’s logo features a stag, symbolizing strength, stability, and longevity—traits that reassure customers in the insurance and financial services industry.

LAMBORGHINI

The bull in Lamborghini’s logo symbolizes strength, power, and aggression, reflecting the high performance and bold design of their luxury sports cars.

PENGUIN RANDOM HOUSE

The penguin in Penguin Random House’s logo conveys a sense of classic charm and enduring quality, traits that align with the publisher’s reputation for producing timeless literary works.

LE COQ SPORTIF

The rooster in Le Coq Sportif’s logo is a national symbol of France, representing tenacity and pride. It aligns with the brand’s heritage and its focus on producing high-quality athletic wear.

LOOK-A-LIKE LOGOS

ANIMAL-INSPIRED LOGOS

All these logos incorporate animal imagery, modifying the portrayal and characteristics of each creature to reflect the distinct values and focus of each company.

FROG DESIGN

The frog symbolizes versatility and the ability to adapt to various environments, reflecting Frog Design’s innovative and flexible approach to design and strategy.

JAGUAR CARS

The jaguar represents grace, elegance, and power, qualities that Jaguar Cars embeds into the design and performance of its luxury vehicles.

TURTLE WAX

The turtle symbolizes protection and longevity, which resonates with Turtle Wax’s core business of providing protective coatings and car care products that preserve and enhance vehicle appearance.

BEAVER BUILDER

The beaver, known for its natural skill as a builder, perfectly symbolizes Beaver Builder’s focus on creating easy-to-use and powerful tools for building websites.

BUFFALO WILD WINGS

The buffalo represents strength and robustness, qualities that align with Buffalo Wild Wings’ bold flavors and lively sports bar atmosphere.

RED LOBSTER

The lobster represents the core offering of the restaurant chain— seafood. The image conveys freshness and quality, key attributes that Red Lobster prides itself on, appealing to seafood enthusiasts.

OSPREY PACKS

The osprey is a symbol of precision and vision, qualities that Osprey Packs embodies in its specialized high-performance backpacks designed for outdoor adventurers.

RAVEN SOFTWARE

The raven, a bird often associated with intelligence, cunning, and foresight, is an apt symbol for Raven Software.

For more information, visit the new website: breaknormschallenge.net

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COLOPHON

TYPEFACE

Source Sans ( TERMINA / ROC GROTESK )

DESIGNER

Chang Xu

CLASS

GR 604: Nature of Identity (Spring 2024) Academy of Art University

Copyright © 2024 by Chang Xu. All rights 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, photocopying, recording or otherwise, with permission of the copyright holder.