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03 VISUAL STANDARDS GUIDE


REBRAND OF TI

VIS UA L STA N DA R DS G U I D E


03 VISUAL STANDARDS GUIDE


REBRAND OF TI

TABLE OF CONTENTS

01 02 03 VIS UA L STA N DA R DS G U I D E

THE NEW IDENTITY

VISUAL STYLE

THE FUTURE OF TI

4 8

THE NEW FACE OF TI

24 26 30 32

COLOR PALETTE

38 42

SPECIFICATIONS

TYPOGRAPHY IMAGE STYLE GRAPHIC ELEMENTS

BRAND DEVELOPMENT TI’S DECISION-MAKING


REBRAND OF TI

01

THE NEW IDENTITY

VIS UA L STA N DA R DS G U I D E


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TH E N EW IDENTITY

THE NE W FACE OF TI SPECIFICATIONS

3


REBRAND OF TI

THE NEW FACE OF TI THE NEW LOGO

THE NEW LOGO IS A COMBINATION OF TEXAS AS THE LONE STAR STATE AND ANGLED INITIALS AS ONE SHAPE.

The new identity for TI embodies a forward thinking and innovative brand, while maintaining its roots and mission statement. It shows its potential customers that it is fast moving and insightful in all things and TI will work to create the best possible tools to help each person do what they need to do.

VIS UA L STA N DA R DS G U I D E


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TH E N EW IDENTITY

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REBRAND OF TI

INSPIRATION

THE MAIN SHAPE IN THE LOGO COMES FROM THE COMPANY INITIALS, TI.

The two letters create a unique shape when combined. The slant in the letters creates movement and speed in the logo. TI’s new personality is no longer stationary, but fast moving into the future. The newer and quicker TI is far more advanced and reliable than before.

><

Solid form

VIS UA L STA N DA R DS G U I D E

=

Swift


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TH E N EW IDENTITY

SYMBOLISM

The star shape represents a star that is sparking, uplifting, and growing out of the â&#x20AC;&#x2DC;TIâ&#x20AC;&#x2122;. This star also symbolizes Texas, as the lone star state. It demonstrates how TI is igniting a new path, going beyond, and uplifting people to help them to make better decisions about their lives.

UPLIFTING

Where will the new TI take you?

7


REBRAND OF TI

SPECIFICATIONS DIAGRAM

THESE TWO CHARTS CAN BE USED TO REPLICATE ALL SIZES OF THE LOGO.

.4x

x

.375x .275x .75x .2x .4x

.4x

.6x

.6x

.75x

.75x

.75x

x

25x

2x

2x 18ยบ 72ยบ .6x

.6x

.4x

VIS UA L STA N DA R DS G U I D E

x = unit, width of stroke

2x

.4x


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TH E N EW IDENTITY

This schematic shows exactly how the logo can be replicated. If the new TI logo needs to be re-created then this graph should be followed which will result in a perfect logo. This diagram can be used for all sizes of the logo, whether large or small, the proportions will remain the same according to this graph.

.9x

1.25x

72ยบ

.5x

108ยบ 18ยบ 36ยบ

2x 9


REBRAND OF TI

TEXT

BASE TEXT

Proxima Nova, Bold was chosen for the new brand for its geometric shapes, thick letter-forms, wide letters, and upright structure.

TEXAS INSTRUMENTS

VIS UA L STA N DA R DS G U I D E


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MODIFIED WORDMARK

TH E N EW IDENTITY

The word mark is slanted at the same angle as the logo. This makes it so they fit together nicely and give it a swift look.

1.25x

.5x

3x

18º

1.25x

12.75x

*x, as derived from the logo diagram on the previous spread

.75y

.75y

.5y

.5y

y = unit, width of ‘I’

y

.85y

.75y

.75y

.85y

y

y

y

.75y

.75y

*6y = x

11


REBRAND OF TI

WORDMARK + LOGO LOCKUP

This is how the logo and wordmark fit together. There is equal spacing throughout, which is important since the logo should never looked cramped. This is the correct spacing and combination for all sizes of the logo. The wordmark will always live on the right side of the logo. There is also even spacing around the identity. Items should not be placed too close so that the identity can be seen and live on its own.

VIS UA L STA N DA R DS G U I D E


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TH E N EW IDENTITY

LOGO + WORDMARK SPACING .4x

x = unit, width of stroke

.4x

.4x

BORDER SPACING .5x

.5x

.5x

.5x

13


REBRAND OF TI

PROPER USAGE This is the preferred color treatment for the identity in all its forms. The main logo being comprised of white, sunrise yellow, and electric blue, and the company in harmonious gray. If the logo is used without the company name then the electric blue box should be removed, and the TI should become electric blue.

If the identity is on a dark background then the company name should become white so that it is easily legible. The best dark back ground is Texas blue.

Black and white versions of the identity are acceptable. If placed on a white back ground then these are how the logo should be treated in all its forms.

These demonstrate the black and white versions of the logo if placed on a black background. However, if placed on a black background it is preferred to use the color combinations in the second option (Texas blue background), use these versions if color is not available.

VIS UA L STA N DA R DS G U I D E

SIGNATURE


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LOGO

TH E N EW IDENTITY

WORDMARK

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REBRAND OF TI

IMPROPER USAGE

INCORRECT ALIGNMENT

ROTATED

ELEMENTS SEPARATED

INCORRECT KERNING

NO SHEAR

TOO MUCH SHEAR

DROP SHADOW

STACKED ELEMENTS

OUTLINED

VIS UA L STA N DA R DS G U I D E


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TH E N EW IDENTITY

COLOR NOT IN PALETTE

OUTER GLOW

PHOTO BACKGROUND

BOUNDING BOX

ENLARGE ELEMENTS

STRETCHED

REMOVE ELEMENTS

REDUCE OPACITY

INCORRECT TYPEFACE

TEXAS INSTRUMENTS

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REBRAND OF TI

SIZE RESTRICTIONS

IT IS IMPORTANT THAT THE LOGO NOT BE SCALED TOO SMALL. THIS REDUCES RECOGNIZABILITY.

According to the size of the identity, certain variations of the identity should be used. The logo is not to be scaled to under 1cm. The following chart outlines which identity to use depending on the size. The logo or the wordmark can be used in small size situations, but the signature (logo + wordmark) can only be used and should be used in larger sizes. The chart does not limit the size that the identity can be.

VIS UA L STA N DA R DS G U I D E


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LOGO

WORDMARK

TH E N EW IDENTITY

SIGNATURE

+ 8 7 6 5 4 3 2 1 Height in CM

*Cannot be scaled below 1cm in height

*Cannot be scaled below 3cm in height

*Cannot be scaled below 6cm in height

19


REBRAND OF TI

VIS UA L STA N DA R DS G U I D E


C H A PT E R 0 1 /03

TH E N EW IDENTITY

21


REBRAND OF TI

02 VISUAL STYLE

VIS UA L STA N DA R DS G U I D E


C H A PT E R 02 /03

VIS UA L ST Y L E

COLOR PALET TE T YPOGRAPHY IMAGE ST YLE GRAPHIC ELEMENTS

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REBRAND OF TI

COLOR PALETTE FAST + BOLD

ACCEPTABLE LOGO COLORS

ELECTRIC BLUE

HARMONIOUS GRAY

SUNRISE YELLOW

CMYK:

30 / 0 / 5 / 0

CMYK:

0 / 0 / 0 / 75

CMYK:

0 / 15 / 100 / 0

RGB:

173 / 224 / 238

RGB:

100 / 100 / 100

RGB:

255 / 212 / 0

HEX:

ADDFED

HEX:

626366

HEX:

FFD400

LAB

86 / -14 / -12

LAB

42 / -1 / -2

LAB

87 / 5 / 86

Pantone U:

635 U

Pantone U:

426 U

Pantone U:

108 U

Pantone C:

635 C

Pantone C:

424 C

Pantone C:

116 C

Pantone M:

635 M

Pantone M:

426 M

Pantone M:

116 C

VIS UA L STA N DA R DS G U I D E


C H A PT E R 02 /03

SECONDARY LOGO COLOR

VIS UA L SYST E M

Colors are very important in creating a new identity. The following have been selected for the new TI Logo. These are also suggested for use throughout the TI brand to build a cohesive look. Other similar colors may be used throughout the brand, but the logo is limited to these colors, or black and white.

TEXAS BLUE CMYK:

100 / 100 / 0 / 15

RGB:

40 / 39 / 129

HEX:

272780

LAB:

21 / 24 / -51

Pantone U:

Blue 072 U

Pantone C:

662 C

Pantone M:

662 M

25


REBRAND OF TI

TYPOGRAPHY MAIN TYPEFACE

TI ECONOMICA NEXT Economica Next was chosen as a typeface for the new TI brand. It works very well as headlines since it is tall and thin, but also has bold weights so it makes a strong statement. The typeface has subtle curves, but also strong corners. It is a redesign of the classic typeface, Economica, from 2007. Economica Next was designed by Vicente Lamónaca and José Perdomo, released in 2017.

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VIS UA L SYST E M

ECONOMICA NEXT 02 REGULAR

ABCDEFGHIJKLMNOPQR STUV W X Y Z abcdefghijklmnopqrstuv w xyz 1234567890! @ # $%&* ( )

ECONOMICA NEXT 02 REGULAR ITALIC

ABCDEFGHIJKLMNOPQRSTUVWX YZ abcdefghijklmnopqrstuvwxyz 1234567890! @#$%&*( )

ECONOMICA NEXT 02 BOLD

ABCDEFGHIJKLMNOPQR STUV W X Y Z abcdef ghijklmnopqrstuv w xyz 1234567890! @ # $%&* ( )

ECONOMICA NEXT 03 BLACK

ABCDEFGHIJKLMNOPQR STUV W X Y Z abcdef ghijklmnopqrstuv w xyz 1234567890! @ # $%&* ( )

ECONOMICA NEXT 03 BLACK ITALIC

ABCDEFGHIJKLMNOPQRSTUV WXYZ abcdefghijklmnopqrstuvwxyz 1234567890! @ #$%&*( )

ECONOMICA NEXT 04 FAT

ABCDEFGHIJKLMNOPQR STUV W X Y Z abcdef ghijklmnopqrst uv w xyz 1234567890! @ #$%&* ( ) 27


REBRAND OF TI

SECONDARY TYPEFACE

TI GENIUS Genius is used to compliment Economica Next, and is used in the body copy. It has very thin and even geometric strokes, which makes it appear clean very swift. It was designed by Ceyhun Birinci and released in 2015.

VIS UA L STA N DA R DS G U I D E


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GENIUS THIN

VIS UA L SYST E M

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1 2 3 45 678 9 0 ! @ # $% &*( )

GENIUS THIN ITALIC

ABCDEFGHIJ KLM NOPQ RSTUVWXYZ abcdefg hijklmnopqrstuvwxyz 1 2 3 4 5 678 9 0 ! @ # $% &* ( )

29


REBRAND OF TI

IMAGE STYLE PHOTOGRAPHY STYLE

DARK BACKGROUND, HIGH CONTRAST, SPECKS OF LIGHT, HINT OF TEXAS BLUE.

The chosen photography style for the new TI will showcase its area of expertise and emphasize its new directions. The images have high contrast, a dark background with spots of bright white, and usually have a hint of Texas blue. This includes night scenes with bright lights, outer space speckled with stars, educational facilities with lights or computer screens. This style was chosen since it puts the focus on the bright specks which represent new ideas, a better way of thinking, making better decisions. It also represents the electrical component of the company, since they specialize in making electrical parts that power instruments. The dark, vast areas that are pictured also demonstrate the boundless and limitless drive of the new TI. There are no areas that TI cannot go, but will strive to go in all areas. Not all images will have dark back grounds, this includes pictures of people, or pictures showcasing a new product. These photos will have a hint of Texas blue to give it a deep connection to the brand. The angle of 18ยบ is present on some images. This is derived from the angle of the new TI logo, which has the same slant. This illustrates the swiftness of TI. It is not present on every photograph but is encouraged to be used if the image is not full bleed, meaning it does not consume the whole spread.

VIS UA L STA N DA R DS G U I D E


C H A PT E R 02 /03

VIS UA L SYST E M

31


REBRAND OF TI

GRAPHIC ELEMENTS TI ELEMENTS

THIN SLASHES

GRAPHIC ELEMENTS HELP TO UNITE DIFFERENT IMAGES TO MAKE IT LOOK LIKE A COHESIVE SYSTEM AND BRAND

The following elements are derived from the new TI logo. The two elements have the 18ยบ angle that comes from the logo. This is to remind people the swiftness of TI in each image and also all the areas that TI can go. The first element, pictured right, is a thin slash at an 18ยบ angle. This element creates a pattern that goes over images. It does not go off the edge of the photo but remains on top. The slash can be electric blue or white, changing depending on the background which it rests on. The slashes must line up on the 18ยบ angle if multiple rows exist. The second element, pictured below is a rectangular shape at an 18ยบ angle. This is meant to mimic the inside shape in the TI logo. This can be placed over images to add interest and create contrast, it can also run off the side of an image. The shape has a 50% transparency. Note: the shape does not have an outline, but is outlind in this example to make it visible against the TI logo.

VIS UA L STA N DA R DS G U I D E

ANGLED RECTANGLE (DERIVED FROM LOGO)


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VIS UA L SYST E M

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REBRAND OF TI

VIS UA L STA N DA R DS G U I D E


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VIS UA L SYST E M

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REBRAND OF TI

03 FUTURE OF TI

VIS UA L STA N DA R DS G U I D E


C H A PT E R 03/03

FUTURE OF TI

BRAND DEVELOPMENT TIâ&#x20AC;&#x2122;S DECISION-MAKING

37


REBRAND OF TI

BRAND DEVELOPMENT ORGANIZATIONAL STRUCTURE

In the process of rebranding TI, new ideas were created in which the company could venture into. This includes new products, services, events, experiences, educational opportunities, and co-branding partnerships. They are all technologically advanced, but still relate to TIâ&#x20AC;&#x2122;s core mission. The new TI will focus their efforts in the areas of Economic, Educational, and Environmental. Each will be designated a division within the company, operating directly under TI Headquarters. They will maintain the focus on the mission of TI, but will also create business sectors that embody the new TI. For the most part these divisions will work separately, but some coordination is expected if collaboration is needed. Each division will have its own sub departments, such as, manufacturing or recruiting. As follows is the mission statement of TI, but also the goal of each division, which falls within the scope of the TI mission statement. It is important to keep in mind the TI mission statement, but also to state a goal for each division to keep the division on track as well.

VIS UA L STA N DA R DS G U I D E

ENABLING PEOPLE TO MAKE BETTER AND MORE ADVANCED DECISIONS BY PROVIDING ACCESSIBLE DATA AND INFORMATION


C H A PT E R 03/03

EDUCATIONAL DIVISION THE EDUCATIONAL DIVISION AIMS TO EDUCATE ALL PEOPLE, AND HELP THEM TO ADVANCE IN THEIR CAREERS, AND TO MAKE COMMUNITIES A BET TER PLACE

THE FUTURE OF TI

1. TI ENGINEERING ACADEMY EDUCATIONAL OPPORTUNITY This college would be for students who have already completed some undergraduate education, and could choose to finish their degrees at TI University. If they pass with good grades, they are guaranteed a job at TI.

2. TI JUNIOR PRODUCT TI could create learning toys for kids. They would be advanced toys that grow with the kid and help them to develope certain skills, such as, motor skills, memorization, math, patters, colors, etc. It would work with the kids learning level and help them to develop any areas they may be lacking in. Findings would be reported to their parents.

3. ELECTRIC SHOWCASE EVENT/EXPERIENCE Host electrical innovations showcase, bi-annually. This would include makers of all kinds, some to be sponsored by TI. Attendees would include employers, investors, students, and others interested in electrical innovations.

4. TI

+

SERVICE/PRODUCT Medical devices that have monitoring capabilities. Tools connected to patients, or implants that live inside patients could communicate information to the doctor and to the patient.

5. TI FOUNDATION SERVICE/EDUCATIONAL OPPORTUNITY Support future engineers of America. Send low-income students to college, could also have the option to eventually work for TI.

6. ELECTRICAL ARTS EXPERIENCE TI could make an art experience/exhibition that would showcase electrical arts. This would include displays that people could see electricity, feel electricity, or even hear it. It would put it in a new light and gain interest, and be inspirational.

7. QUICK THINKERS EDUCATIONAL/SERVICE TI will help people to think on their feet by training them on how to react quickly in unexpected and fast moving situations. Such as, potential car accidents, muggings, earthquakes, etc. Train to make time sensitive decisions quickly and calmly.

39


REBRAND OF TI

ENVIRONMENTAL DIVISION THE ENVIRONMENTAL DIVISION WILL RESEARCH AND CREATE TOOLS TO HELP US MONITOR OUR PLANET, FROM ABOVE OUR ATMOSPHERE, TO BELOW THE SURFACE.

8. WATER KNOWLEDGE EDUCATIONAL OPPORTUNITY TI could create tools that monitor and live in the oceans, surface level, at the bottom, and everything in between. Could monitor various things such as temperature, pollution, oxygen, sound, etc. This information could be used by scientists.

9. STRATOSPHERIC INSTRUMENTS EDUCATIONAL OPPORTUNITY Tools that would live in the stratosphere, report findings back to Earth. Monitor the air at that level and help people make better decisions about weather and pollution. Could also monitor and report back about space junk and its implications

10. SOIL CERTIFIED EDUCATIONAL OPPORTUNITY TI could create tools that monitor Earth at surface level and also at depths that have never been reached before and where humans can’t survive. These tools can study the Earth’s soil and crust and report back to scientists.

11. TI IN ORBIT EDUCATIONAL OPPORTUNITY Space gear that lives in space and never returns to Earth, but communicates with Earth. It could also have the ability to communicate with other advanced life, if encountered.

12. TI LUNAR BASE EDUCATIONAL TI can create tools that can study the moon. The tools can live on Earth and the moon and can study its surface, resources, and relation to Earth. People could learn more about the moon and its potential for the future.

13. TI SUN SYSTEM SERVICE/PRODUCT Tools that would go in orbit around the sun to monitor its activity up close, and help people make predictions about the sun and its relation to our planet. It would be able to obtain information quicker and see the sun from all sides.

VIS UA L STA N DA R DS G U I D E


C H A PT E R 03/03

ECONOMIC DIVISION THE ECONOMIC DIVISION AIMS TO HELP PEOPLE FINANCE THEIR PERSONAL LIVES, AND ALSO KEEP LARGER FINANCIAL MARKETS ON TRACK

THE FUTURE OF TI

14. TI AT HOME SERVICE/CO-BRANDING TI could create or work with home electronics, which are energy efficient, money saving, and solar. Could partner with Home Nest.

15. MARKET WATCH PRODUCT TI could create tools that monitor the financial markets, including foreign financial markets. They could monitor it closely on a large scale and report findings to the public and to the government. It would be a high level independent approach.

16. TI OFF THE GRID SERVICE/PRODUCT TI can provide tools for people to generate their own electricity, and would also purchase electricity from a person that generates too much. If they can connect to the electric grid then TI can use the electricity and re-sell it to other users.

17. TI BUSINESS STARTER SERVICE/PRODUCT TI can make tools that people would need to create their own electronics, and TI can also teach classes that will teach people how to make and sell their own electronics, such as, computers, lights, etc.

18. TI HOME BUYER SERVICE/PRODUCT Tools that would study a potential house for individuals in the market. Monitor house electric state, foundation, insulation factor, and if its structurally sound. It would help people decide if a home is a good investment with confidence.

19. TI SMALL BUSINESS SERVICE/PRODUCT Tools that would completely analyze a small business without the need for an advisor. They would analyze the industry trends, costs, company finances, money saving options and investment opportunities, and report it back to the business.

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REBRAND OF TI

TI’S DECISION-MAKING SECTOR CHART

TI is continually helping people to make better decisions, and will continue to do so into the future. They mainly provide people with information to help make better decisions, but they can also help with all areas of the decision making process. For TI’s future endeavours it is important to make sure they help people make better decisions, all possible brand extensions should fit somewhere along the decision making process. While making a decision, your brain goes through several different stages. The following order is the most efficient and effective way of making the best decision for yourself. The first stage is to identify your goal, and keep it in mind throughout the entire process. Second, collect information to weigh our options. Third, consider the consequences of all the possible outcomes. Fourth, make your decision. And fifth, evaluate the decisions you made. TI’s new structure will have three main divisions that will focus on economics, education, and the environment. This will help to maintain each divisions focus. The design and marketing departments will work across all of these divisions, and will work on various projects for each division. The design team will be able to develope creative ideas and will not be restricted to a certain division, this will allow for greater possibility of ideas to be generated. Each division will have its own needs, such as, manufacturing and recruiting, which will be exclusive departments to the division that needs it.

VIS UA L STA N DA R DS G U I D E


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THE FUTURE OF TI

TI HEADQUARTERS

EDUCATIONAL

ENVIRONMENTAL

ECONOMIC

ED-1

TI Engineering Academy

EN-8

Water knowledge

EC-14

TI at Home

ED-2

TI Junior

EN-9

Stratospheric Instruments

EC-15

Market Watch

ED-3

Electric showcase

EN-10

Soil Certified

EC-16

TI Off The Grid

ED-4

TI+

EN-11

TI in Orbit

EC-17

TI Business Starter

ED-5

TI Foundation

EN-12

TI Lunar Base

EC-18

TI Home Buyer

ED-6

Electrical Arts

EN-13

TI Sun System

EC-19

TI Small Business

ED-7

Quick Thinkers

TIâ&#x20AC;&#x2122;S STAGES OF DECISION-MAKING ED-1

ED-1

ED-2

ED-2 ED-4

ED-3

EN-8

ED-6

ED-7

EN-8

EN-11 EC-14

EN-12 EC-14

IDENTIFY

EN-9 EN-11

EN-13

EC-15

EN-11

COLLECT

EN-9 ED-3

EN-12

EC-15 EN-8

EC-15 EN-13 EC-17

EC-17

ED-6

EC-14

EC-2

ED-4

EC-16

EC-16

EC-17 EC-18

EC-19

CONSIDERATION

ED-3 ED-6

EC-16

EN-13 EC-16

EN-10

ED-2

EN-10

EN-11

EC-19

ED-6

ED-3 ED-6

ED-5

ED-3

EC-14 EC-18 EC-19

ED-7

DECIDE

ED-4

EVALUATE

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REBRAND OF TI

ORGANIZATIONAL VISUALIZATION

THESE BRAND DEVELOPMENTS COME TO LIFE ON THE WEB.

To see more of each division and how it expands, please visit our website at www.makebetterdecisions.net. There you can see more images, details of each division and its sectors. The website also contains an overview of the history of TI and the new look of TI.

VISIT: MAKEBET TERDECISIONS.NET

VIS UA L STA N DA R DS G U I D E


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THE FUTURE OF TI

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REBRAND OF TI

APPENDIX WORKS CITED http://www.ti.com

PHOTO CREDITS PG FM5 PG 2–3 PG 4–5 PG 20–21 PG 22–23 PG 30–31 PG 33 PG 34 PG 35 PG 36–37 PG 45 PG 45

Exhibition at Night Campus Art Black Notebooks Business System Campus Night-time Electric Arts Skyscrapers at Dusk Deep Sea Tools Student in Lab Campus at Night Battery Lights Deep Sea Fish

VIS UA L STA N DA R DS G U I D E

Dreamstime.com Dreamstime.com Dreamstime.com Dreamstime.com Dreamstime.com Dreamstime.com Dreamstime.com Dreamstime.com Dreamstime.com Dreamstime.com Dreamstime.com Dreamstime.com


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THE FUTURE OF TI

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Profile for Design Student

(GR604) Student Project: TI Visual Standards Guide  

(GR604) Student Project: TI Visual Standards Guide  

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