GR604_Yubo_Wang_Visual Development Guide

VISUAL DEVELOPMENT GUDIE

CASIO

THE NATURE OF IDENTITY BRAND REBRANDING

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TABLE OF CONTENTS

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IDENTITY HISTORY FORMER IDENTITY RESEARCH THREE DIRECTIONS

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EXPLORATION R1 CONCEPT KEY PHRASE KEY PHRASE REFINEMENT

CASIO

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DEVELOPMENT R2 CONCEPT KEY PHRASE R2 DIGITAL REFINEMENT R3 CONCEPT SIMILAR MARKS CASIO’S NEW BRAND LOGO BLACK AND WHITE

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VISUAL GUIDE INSPIRATION

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CASIO

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CASIO

IDENTITY HISTORY

This chapter mainly introduces the history and development of Casio before, as well as the key words for the future development of Casio.

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FORMER IDENTITY

FORMER IDENTITY

CASIO went through two iterations before that, with the first logo in 1970 bearing the name of founder Tadao Kashio. In 1972 The CASIO logo was iterated with a blue logo and Microgramma font. Over the next four decades, CASIO made only subtle changes to the color. A simple and concise approach represents the best of CASIO’s brand.

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CASIO

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CASIO

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CASIO

RESEARCH

Before designing a logo, we need to refine the heart and soul of the brand. Casio is a multinational electronics manufacturing company. At the same time, it also has the ability of high-tech development and production technology. We think Casio has the ability to evolve into a more contemporary technology company.

At the same time, through the market share and influence of Casio products, to promote the development and progress of human society. This is a delicate process that marks the change of Casio from the past to the future.

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CASIO

THREE DIRECTIONS

Diffusing the initial concept of technological nature, we will get keywords in three different directions before developing the logo.

PLONEER

In the age of digital and technology, pioneering is a factor for the development of a technology company or a company that manufactures technology products, thus leading the way in the market.

DATA

This will complete the type of product and also foretell the direction of the product in the future, thus allowing the brand to move smoothly into a new phase.

SPEED

These elements will be the key to the rapid development of the new brand, and by constantly evolving and surpassing, it will allow the brand to gain more development in the market in the future.

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CASIO

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EXPLORATION

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R1 CONCEPT

This is the first round of logo sketches, and the purpose of this round is to help rebrand the brand with a new brand identity. This will be done through the process of finding the right new logo for the brand through the many logos that have been created.

The brand will continue with the original name “Casio” and will not be changed. The brand will be developed in three keywords “Ploneer”, “Smart” and “Speed”.

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R1 KEY PHRASE “PLONEER”“DATA”“SPEED”

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CASIO

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This is a group of logo displayed through symbolism. In the design, according to the keywords “Ploneer”, “Smart” and “Speed”, combined with eagle, planet, time, plants and other elements, the first round of logo draft was designed quickly.

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CASIO

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This is a group of logos displayed by plane elements. In the design, according to the keywords “Ploneer”, “Smart” and “Speed”, the idea of plane elements is completed. In the process of sketch creation, new meanings are tried to be given to the elements, and a new brand logo is created by plane elements with no meanings at all.

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CASIO

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This is a group of logos displayed through text.

In the design, a new letter logo is completed according to the keywords “Ploneer”, “Smart” and “Speed”, combined with the old version of the brand logo. In the font logo design, the negative space of letters is tried to be used.

The combination of letters and elements and letters in different fonts reconstructs the new brand logo.

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R1 KEY PHRASE REFINEMENTS

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CASIO

DEVELOPMENT

This chapter will continue to develop the brand logo, 150 logos will be developed on the basis of the lost keywords.

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DATA

The new keyword was developed through “Smart” and the new brand will be inseparable from data in its future development.

In this round of exploration, we will continue to develop around the keywords.

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CASIO

R2 CONCEPT

Passing the last round of observation and screening, it is noted that although the graphic logo has a big visual gap with the previous text logo, the graphic can help users quickly establish a visual image. Shows the general direction of the brand development.

In this part, it is necessary to show the in-depth exploration and research of future brand design, and do more exploration for further clarification of the brand logo.

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R2 KEY PHRASE “Data”

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R2 DIGITAL COMPS

In the second round of sketches, I focused on the flat elements of the logo and optimized and developed the good ideas from the first round of sketches. For the logo I used a hexagon as the base graphic for the design. The hexagon gives a sense of stability, solidity and at the same time futuristic and technological, which will show a new brand logo that Casio is ready for the future model.

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CASIO

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R3 CONCEPT

The third one I’ll focus on is the digital version of the second round. In this round, I focused my ideas more, the design trend became more obvious, and it was time to decide the final direction of the brand.

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R3 KEY PHRASE “Data” The third round will continue to develop from the second round of electronic draft, hexagonal plane element logo with a sense of science and technology and future. The arrow symbolizes that the brand will make a major change and continue to move up. In the text logo, the arrow of negative space points to the future of brand development.

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SIMILAR MARKS

Before settling on the final logo and deploying it, I checked and searched to verify that the selected logo was used and registered. This is serious business in case the new brand logo doesn’t work properly.

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Geveke’s logo is a distorted arrow symbol, the abstract “G”.

Gigabyte’s logo is an abstract symbol with the letter G.

The Green logo uses the first letter of the word, an abstract G like a wing.

Nerowib’s logo is a combination of the head and wings of an eagle.

The Mini’s logo is two outstretched wings.

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CASIO

Bentley’s logo is a pair of abstract wings and a combination of initials.

Logi’s logo is an abstract, partitioned letter G.

The Skikkus logo is a hexagonal symbol pattern containing the U and S.

The logo of My Skills Academy is a hexagonal symbol with C and M inside.

Classify’s logo is a segmented hexagon symbol.

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CASIO

Vigilize’s logo is a hexagonal pattern filled with lines.

The Living Matrix logo is a hexagonal symbol combined with the letter M.

This symbol is a cut hexagon symbol.

The logo is a compressed hexagon with a combination of initials.

The letter logo uses bold letters, with some changes on the A.

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CASIO

The letter logo uses bold letters with different colored symbols at the end to distinguish it.

The letter logo uses bold letters, which are adjusted in the letter structure.

The logo uses bold letters and redesigns the initial M.

The alphabet logo uses bold letters with a slanting and perspective.

The letter logo uses bold letters with some concatenation between letters.

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CASIO

CASIO’S NEW BRAND LOGO

The final logo uses the hexagonal plane element logo, which is stable and has the shape of a shield, representing the reliability of the new brand. The split side marks the point where the new brand will focus on development and lead the market as a pioneer. Blue logo has a sense of science and technology and calm characteristics. Endow the brand with faster development on the new road.

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Black and white

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VISUAL GUIDE INSPIRATION

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New Identity Introduction

RightTurnRetail has enhanced the “R” to make business easier for retail suppliers. And the color changed to bold, bold magenta. This was achieved in a simple and efficient way.

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Type specs

CASIO

In the brand manual of Vantiv, all font types are clearly identified, which can be unified in the brand vision and is more conducive to improving the brand unity.

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Logo Anatomy

Symantec explains the logo in detail and offers a variety of combinations that can make ICONS and text logos fit into most forms of typography.

Always have them in the right place in the right proportion.

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Main ID colors (logo colors)

CASIO

Brand standard color is to help establish a complete brand image, through the standard color value can be restored on any device without deviation. Because different brands of equipment will have different color differences, it is difficult for us to unify what equipment is used between designers and customers.

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Logo Don’ts

The UPS Logo “Don’t” is a good demonstration of what customers need to pay attention to when using the Logo, including line draft, font combination, color and other conditions.

Maintain brand unity.

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Alternate versions of the logo

CASIO

In the brand, the logo still has different color matching and combination ways, even if the color changes, the color uniformity should be maintained, and there will not be high saturation or brightness darker color matching.

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DESIGNER Yubo Wang

CLASS The Nature of Identity Spring 2022

INSTRUCTOR Hunter Wimmer

PHOTO CREDIT unsplash.com