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M E T S SY G N I K N I TH

Dayana Romero


s i s y l a n A n g Desi

bulary were chosen.

voca with a well-defined visual ps ou gr e re th t, ec oj pr is For th


Adre

Formula 1 visually communicates itself as the pinnacle of motorsport. When people think racing, people think black and white as the start flag, red as power, speed, and danger. Images of cars blasting around corners with high revving engines, make the members share the challenge and the adrenaline. People fly from around the word to be part of this event, wearing the uniforms of their favorite team, that gives them the feeling of belonging to a larger group. This is a sport only for the best teams, the competition is hard, but the trophy that symbolize the achievement for their followers makes the adventure of racing worth full.

Passion

Belo


enaline

onging

Speed

Chalenge

Archievement


TRU

FRIENDLY

ORGAN

PATIENT


USTWORTHY

NIZED

HELPFUL

ANIMAL LOVERS

Petsmart stores are inviting to pet owners. If you have a pet, it seem as the place to find every pet’s need. It is easy to find what you need thanks to the signs over every section. You can always find an associate, and they are easy to recognize by their uniform. For most of the pets owners, pets are part of their families, this store offers an ambiance of family oriented place. The colors and decoration are quiet, calm and warming.


FEDERAL EXPRESS ALWAYS ON TIME. This phrase is supported with images in their publicity. No matter what, no matter where, always on time. FedEx’s service center integrates a fresh visual identity with customer-centered space planning to create a total experience. The signs gives the customer the feeling of organization, expertise and trust. The professional design, the uniforms and the uniformity of their trucks and other vehicles show a serious company that will bring people together making the impossible, possible and making the clients to believe in a world without borders.

COMMITMENT FAST


NO BORDERS

EFFICIENT

PERSONAL


Design Proposition From the three initial groups, one was chose. Within this group, distinct subsets of audiences were identified. After revisiting the visual vocabulary of the group, an investigation of the contextual meaning of its visual vocabulary from each audience’s point of view was made.


Employee Interview individual

ritual

insider

er)

rview (Work

FedEx Inte inclusive

coded

layered

spiritual

people

pattern

organic

han

100

90

80

70 10/18/09

60

50 )

Percent (% 40

30

20

10

0

community

universal

occasional

exclusive

decoded

flat

material

objects

moment

mechan

texture image line type form color average community 20 50 60 70 30 90 53 universal 20 40 40 50 50 90 48 occasional 50 60 70 30 90 90 65 exclusive 90 80 90 90 90 90 88 decoded 90 80 60 90 60 50 72 flat 90 60 60 30 80 10 55 material 20 60 55 50 30 10 38 objects 20 60 80 40 30 10 40 moment 90 80 40 35 30 10 48 mechanical 20 65 60 35 30 10 37 mass-prod. 20 60 60 90 90 10 55 low 90 80 60 90 90 90 83 bold 90 90 90 40 90 70 78 diversified 90 90 90 90 90 90 90

individual insider ritual inclusive coded layered spiritual people pattern organic handmade high sophisticated unified


ndmade

nical

high

massproduced

sophisticated

low

unified

bold

diversified


CONNECTIVITY


DIGITAL SKETCHES


individual

insider

ritual

inclusive

universal

occasional

exclusive

100

90

80

70

Young Male Interview

60

50 Percent (%) 40

30

20

10

0 community

d


FedEx Interview (Worker) coded

decoded

layered

spiritual

people

pattern

organic

handmade

high

sophisticated

unified

moment

mechanical

massproduced

low

bold

diversified

10/18/09

flat

material

objects

texture image line type form color average community 10 5 50 100 100 90 59 individual universal 50 50 90 80 50 90 68 insider occasional 5 20 90 60 50 10 39 ritual exclusive 5 30 10 20 10 90 28 inclusive decoded 60 80 90 90 90 10 70 coded flat 50 60 20 10 10 10 27 layered material 10 30 20 20 30 90 33 spiritual objects 10 20 10 10 10 10 12 people moment 50 90 90 90 90 10 70 pattern mechanical 20 40 10 20 30 90 35 organic mass-prod. 5 20 10 10 50 90 31 handmade low 50 30 90 80 60 20 55 high bold 50 30 100 90 90 20 63 sophisticated diversified 90 90 100 80 60 100 87 unified


CONVENIENCE


DIGITAL SKETCHES


Retiree Interview

FedEx Interview (Worker) individual

insider

ritual

inclusive

coded

layered

spiritual

people

pattern

organic

handmade

high

sophisticated

unified

moment

mechanical

massproduced

low

bold

diversified

100

90

80

70

60 10/18/09

50 Percent (%) 40

30

20

10

0 community

universal

occasional

exclusive

decoded

flat

material

objects


texture image community 50 universal 50 occasional 30 exclusive 60 decoded 60 flat 40 material 40 50 objects 40 moment 30 50 mechanical 20 mass-prod. 40 low 40 bold 45 diversified 80

line 10 50 20 20 80 80 40 50 60 50 40 40 40 40

type 50 80 80 40 70 40 60 40 40 40 60 50 60 60

form 90 80 60 30 90 30 40 60 80 90 40 30 30 60

color average 50 90 57 individual 80 90 72 insider 80 30 50 ritual 80 90 53 inclusive 80 30 68 coded 20 30 40 layered 90 53 spiritual 30 30 42 people 40 50 pattern 50 90 57 organic 60 80 53 handmade 70 90 53 high 90 30 49 sophisticated 60 80 63 unified


EFFICIENCY


EFFICIENCY


DIGITAL SKETCHES


system thinking low  

low resolutiont

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