01 VISUAL STRATEGY GUIDE
01 VISUAL STRATEGY GUIDE
“I THINK IF YOU WORK ON INTERESTING PROJECTS, INVENTION IS KIND OF A NATURAL CONSEQUENCE” —JACK KILBY / TI PHYSICIST & ELECTRICAL ENGINEER
REBRAND OF TI
TABLE OF CONTENTS
01 02 03 VIS UA L ST R AT E GY G U I D E
IN THE BEGINNING
FUTURE OF TI
AUDIENCE
4 6 8 10 12
18 20 26
32 34
GIS JACK KILBY LUNAR EXPLORATIONS TIMELINE BRAND OVERVIEW
REBRANDING OPPORTUNITY COMPETITIVE ANALYSIS BRAND PERSONALITY
TARGET AUDIENCE PERSONAS
REBRAND OF TI
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IN THE BEGINNING
VIS UA L ST R AT E GY G U I D E
C H A PT E R 0 1 /03
IN TH E BEGIN NING
GIS JACK KILBY LUNAR EXPLORATIONS TIMELINE BRAND OVERVIEW
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REBRAND OF TI
GEOPHYSICAL SERVICE, INC. FOUNDATION OF TI
FOUNDED IN 1930 BY JOHN KARCHER AND EUGENE MCDERMOTT. KARCHER, A GEOPHYSICIST AND BUSINESSMAN, INVENTED THE REFLECTION SEISMOGRAPH IN 1919. GSI had its origins in the oil & gas industry; the reflection seismograph eventually became the standard way to locate oil reserves in the world, thus popularizing and commercializing Karcher’s process. McDermott, a geophysicist and pioneer of providing seismic services to the petroleum industry. The two joined forces to create GSI, at the time this was the first company of its kind. The company quickly grew by using refraction and reflection seismology to explore for petroleum deposits. In 1941 the company was purchased by Eugene McDermott, Cecil Howard Green, J. Erik Jonsson, and H.B. Peacock, who were all current GSI employees. The company grew further during World War II, by producing submarine detection devices with similar technology to which it could locate petroleum. In 1951, the company was renamed Texas Instruments (TI) with GSI as a sub-division. This rebranding happened in order to be able to be a broader company. TI quickly moved into the silicon transistor field and it also went public.
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IN TH E BEGIN NING
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REBRAND OF TI
JACK KILBY ADVANCEMENT OF TI
HE CAME TO BE THE PHYSICIST AND ELECTRICAL ENGINEER THAT EXCELLED TEXAS INSTRUMENTS IN ITS MARKET TO BE A LEADING COMPETITOR AND INNOVATIVE COMPANY. Born on November 8, 1923 in Jefferson City, Missouri. Throughout his career, especially at Texas Instruments, he has had many technological breakthroughs and nationally recognized awards. Jack Kilby started working for TI in 1958 and in less than a year he co-invented the integrated circuit with Robert Noyce, a fellow electrical engineer. The integrated circuit, or the microchip, effectively propelling the personal computer revolution. He continued to further develope this product, and brought it into the fields of military, industrial, and commercial applications. The technology became widely used across many industries. While at TI, he also invented the first hand-held calculator and thermal printer. The hand-held calculator become streamlined in the 1970’s and extremely popular. It is safe to say that TI would not be where it is today if it weren’t for Jack Kilby.
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IN TH E BEGIN NING
JACK KILBY HAS RECEIVED NUMEROUS AWARDS AND RECOGNITIONS THROUGHOUT HIS LIFE, INCLUDING THE NOBEL PRIZE IN PHYSICS IN 2000 FOR HIS BREAKTHROUGH DISCOVERIES
1966
Institute of Electrical and Electronic Engineers Fellow
1966
Institute of Electrical and Electronic Engineers David Sarnoff Award
1966
Co-recipient of the Franklin Institute’s Stuart Ballantine Medal
1967
Elected to member of the National Academy of Engineering
1969
National Medal of Science
1975
National Academy of Engineering Vladimir K. Zworykin’s Award
1978
Co-recipient of first Institute of Electrical & Electronic Engineers Cledo Brunetti Award
1980
The Kilby Award Foundation was founded in his honor
1982
American Society of Mechanical Engineers Holley Medal recipient
1982
In 1982, he was inducted into the National Inventors Hall of Fame
1984
Institute of Electrical and Electronic Engineers Centennial Medal
1986
Institute of Electrical and Electronic Engineers Medal of Honor
1989
Co-recipient of National Academy of Engineering’s Charles Stark Draper Prize
1990
National Medal of Technology
1992
Awarded the prestigious Kyoto Prize by the Inamori Foundation
1992
Awarded the Washington Award, administered by the Western Society of Engineers and the Eta Kappa Nu Vladimir Karapetoff Award
2000
Kilby was awarded the Nobel Prize in Physics for his breakthrough discoveries
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REBRAND OF TI
LUNAR EXPLORATIONS APOLLO PROGRAM: THE FIRST MISSION TO THE MOON LAUNCHED IN 1963, AND LASTED FROM 1961-1975
VIS UA L ST R AT E GY G U I D E
C H A PT E R 0 1 /03
IN TH E BEGIN NING
Apollo Lunar exploration spacecraft contained multiple TI components. These space vehicles all launched towards the moon carrying TI semiconductors, precision instruments, and handheld calculators. Astronauts, scientists, and engineers used these tools to learn about the spacecraft, the moon, and the journey. They accurately recorded and measured information across all steps of the process. The data was easily available to all and could be used for multiple purposes. This phase was a huge step for TI, and gave TI the first taste of space exploration. This has no doubt come in handy for the future of TI and the path that it will take in the future.
TI ON THE MOON: 1961-1975
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REBRAND OF TI
TIMELINE HISTORY OF TI
THROUGHOUT ITS HISTORY, TI HAS HAD MANY NOTABLE ACHIEVEMENTS THAT HAVE CATAPULTED THE BRAND ABOVE ITS COMPETITION.
1930
Geophysical Service Inc. formed in the oil & gas industry to study seismology in finding locations for petroleum deposits
1946
1954
Electronics equipment lab and manufacturing unit was established
Created first workable silicon transistor, thus entering the semiconductor industry. In the same year, TI designed and manufactured the first silicon transistor radio
1963 1951
1942
VIS UA L ST R AT E GY G U I D E
Services expanded to signal processing technologies submarine detection
Company name officially changed to Texas Instruments Inc. after a reorganization of Geophysical Service Inc.
Apollo Lunar exploration that landed on the moon contained TI components
1958 Jack Kilby, an employee at TI’s Central Research Labs, invented the integrated circuit
C H A PT E R 0 1 /03
2007 1967
Developed the first hand held calculator
IN TH E BEGIN NING
Introduced the first family of single chip digital cellphone solutions 2017
1987
TI invented the digital light processing device (DLP), this led to their award-winning DLP technology and DLP moving picture
1990
1971
The TI-81 calculator introduced, this quickly made TI the leader in the graphing calculator industry
2011
Established successful divisions in Economic, Educational, and Environmental. All which help people to make better decisions.
Acquired National Semiconductor, which made TI the largest supplier of Analog technology components
Developed the first singlechip microcontroller
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REBRAND OF TI
BRAND OVERVIEW CURRENT PRODUCTION
TEXAS INSTRUMENTS CREATES TOOLS IN DIFFERENT AREAS OF ELECTRONICS. THE TWO MAIN AREAS OF FOCUS IS ON DEVELOPING ANALOG CHIPS AND EMBEDDED PROCESSORS
Analog chips and embedded processors account for more than 85 percent of revenue. The other area that Texas Instruments specializes in is DLP products and educational technology. Analog products connect the physical and the digital worlds, turning signals like sound, pressure, temperature, humidity and light into digital 1s and 0s to be used by electronic devices—and translating that data back to information we interact with in the real world. These chips, including data converters, power management and other devices, can extend and optimize battery life, improve accuracy, sense conditions like humidity and temperature and much more. Embedded processors are the processing brains of electronics that gather inputs from analog chips and perform computational processing to operate a system. Embedded processors can be low power and enable long battery life or energy efficient products, or they can be high performance to allow complex analytical systems or systems with high computational throughput and everything in between. Also included are wireless connectivity products that enable connectivity and help to bring life to the Internet of Things.
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TI DLPÂŽ technology powers a range of display and advanced light control applications spanning industrial, enterprise, automotive and consumer market segments, including projectors and cinema technology. Education technology products connect the classroom experience with real-world applications, helping students and educators explore math and science with our calculators, software and accompanying educational curriculum.
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IN TH E BEGIN NING
2016 STATISTICS Analogue
REVENUE
$13.4 billion
ANALOG
$8.5 billion
EMBEDDED PROCESSING
$3.1 billion
OTHER
$ 1.8 billion
GROSS PROFIT
$8.2 billion
OPERATING EXPENSES
$3.1 billion
R&D EXPENSES
$1.4 billion
NET INCOME
$3.6 billion
EPS DILUTED
$3.48
EMPLOYEES
30,000 (worldwide)
Other
$13.4 billion
Processing
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REBRAND OF TI
EMPLOYEES WORLDWIDE
13,000 AMERICA
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3,000 EUROPE
IN TH E BEGIN NING
15,000 ASIA
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REBRAND OF TI
02 FUTURE OF TI
VIS UA L ST R AT E GY G U I D E
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FUTURE OF TI
REBRANDING OPPORTUNIT Y COMPETITIVE ANALYSIS BRAND PERSONALIT Y
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REBRAND OF TI
REBRANDING OPPORTUNITY OBJECTIVE
SINCE ITS INCEPTION, TI HAS MADE INSTRUMENTS THAT ARE SUCCESSFUL IN COLLECTING, RECORDING, AND ANALYZING DATA. HUMANS HAVE BEEN ABLE TO LEARN SO MUCH FROM THESE INSTRUMENTS.
Moving forward TI will continue to help people make better decisions but will go further and can create tools that enable humans to learn more about their homes, their finances, our solar system, and our planet. This knowledge will help humans to make better decisions about these different areas in their lives. In order to survive and progress we must explore to find the answers on our planet. It is imperative that we start to make better decisions on our planet, in our homes, and educating future generations. TI aims to find tools and services to help humans make better decisions and plan for a brighter future, something we desperately need. TI will operate in three main divisions, which are, Educational, Economic, and Environmental. Each division will focus on its area of expertise and find ways that enable humans to make better decisions. Going forward, TI and each division, will embody these three characteristics to assist humans in creating a better future: Vast, Swift, and Uplifting. It will be vast and far-reaching, it won’t limit itself to what is possible but will go beyond and try the impossible. There won’t be boundaries as to where it can go or what it can create.
VIS UA L ST R AT E GY G U I D E
TI will provide tools and information swiftly. It will be fast and reliable. Humans can receive what they need when they need it, without delay. TI is uplifting people by providing them with the tools they need to plan for a better and brighter future. The information that it provides will uplift, empower, and enlighten humans to better all areas of their lives and the environment. Each of the keywords described relates to the soul of TI since the beginning of the company. The founders of TI have instilled these characteristics since the beginning. On the following page are excerpts that the founders believed in and relate to the foundation of the company and its mission.
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FUTURE OF TI
MISSION
ENABLING PEOPLE TO MAKE BETTER AND MORE ADVANCED DECISIONS BY PROVIDING ACCESSIBLE DATA AND INFORMATION
KEYWORDS
1. VAST PATRICK E. HAGGERTY, TI CO-FOUNDER Believed in reshaping and advancing American productivity. Giving a series of lectures called “Productive Society”. He wanted the “great masses of population of the world” to have endless growth.
2. SWIFT EUGENE MCDORMOTT, TI CO-FOUNDER Believed that leaders were made to be followed and that the best way to tackle a problem was to devise a solution and enact it quickly, head-on, with as little delay as possible.
3. UPLIFTING EUGENE MCDORMOTT, TI CO-FOUNDER Believed education should be consistently excellent for all, working to promote quality education with the goal of “maximizing everyone’s capacities for thinking and doing.”
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REBRAND OF TI
COMPETITIVE ANALYSIS CURRENT COMPETITION
TI has competitors in different areas since they make computer chips and calculators. Also, their main source of revenue come from semiconductors, a majority of their competitors also make this product.
Based on revenue, Intel is the world’s largest semiconductor chip manufacturer. Their microprocessors can be found in most personal computers. Intel was also co-founded by a previous colleague of Kilby, Robert Noyce. The two co-created the first microchip while working at TI.
Casio been a competitor with TI since the 1950’s, when both companies came out with innovative calculators. Casio also makes a variety of other products, mostly electronic, that also compete with TI. A semiconductor company that makes products for the wireless and broadband communication industry. They make products for metropolitan networks but also products for personal home and office use. Creates semiconductor and telecommunications equipment, designs and markets wireless telecommunications products. Qualcomm has a larger market share in this industry than TI. Plans to buy NXP Semiconductors, which is the fifth-largest non-memory semiconductor supplier. Largest semiconductor chip manufacturer in Europe, based on revenue. Now owns Nokia’s microchip development team and has invested in many cellular applications.
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Semiconductor company specializing in data conversion and signal processing technology. The company manufactures analog, mixed-signal and digital signal processing integrated circuits used in electronic equipment.
FUTURE OF TI
Samsung Group is a multinational conglomerate that has quickly grown its electronics in many areas, but in particular, its mobile phones and semiconductors, which have become its most important source of income.
Manufactures and distributes semiconductors and system solutions for the automotive, industrial electronics, chip card and security applications.
A wireless handset chip supplier, manufactures semiconductors for use in radio frequency and mobile communications systems.
A multinational conglomerate with many business sectors, including, electronic components and materials, they are the seventh largest semiconductor manufacturer in the world.
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REBRAND OF TI
COMPETITIVE ANALYSIS ADJACENT COMPETITION
The following companies sell different products than TI does, but they still enable people to receive information, perform daily tasks easily, and assist in educating people. The world’s oldest national broadcasting organization and largest broadcaster in the world. This public service broadcaster provides 24 hour news internationally, informing their users and working to better their lives.
A multilevel company that produces more than 55,000 products, ranging in technology and functionality. Their products allow people to work more efficiently and embody productivity. This company is prominent in manufacturing electronics, mostly in the medical equipment field and health-care industry. They enable doctors and patients to learn more about physical wellbeing and make better decisions about health. General Electric is a large company that has products in many industries, Financial services, Medical devices, Life Sciences, Pharmaceutical, Automotive, Software Development and Engineering industries. Their innovative products ensure their customers can perform daily tasks and keep moving forward. This company develops, manufactures, licenses, supports and sells computer software, consumer electronics and personal computers and services. Personal computers are the main way that people are able to learn and empower themselves in today’s world. Their newspaper, that comes out daily, provides Americans with useful information and works to educate them.
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Functions in many technology industries, such as, personal computers, servers, smart phones, computer software, network security, information security services. These many industries contribute to the learning and transfer of information to its customers.
FUTURE OF TI
Xerox sells document solutions and services, and document technology products. Documents allow people to view information and understand it easily.
Manufactures networking hardware, and telecommunications equipment. Also specializes in specific markets, such as the Internet of Things (IOT), domain security, and energy management. Their products improve peoples’ lives by providing innovative technologies.
A global information technology company that provides a variety of IT services, software, and technology. This allows people to keep up to date with technology and move forward easily.
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REBRAND OF TI
ASPIRING COMPETITION
Through rebranding TI, it has landed among a whole new set of competition, which has far surpassed the expectations of its old competition. Not only are TI’s new competitors advanced, but TI is far above its new competitors. It aims to reach higher achieve more innovative and inefficient products than any of its competition.
LG is a large company that has many divisions in electronics, life sciences, and solar energy. They help people to communicate with each other, efficiently power useful devices, study and transmit data.
Their products span across many industries, including electronics, industrial machinery, telecommunications equipment, power plants, information systems, automotive components materials, defense technology, construction equipment. They have the ability to advance the world and understand its needs.
VIS UA L ST R AT E GY G U I D E
Not only is IBM a hardware and software company, but they are also a major research organization, and have the record for the most patents. They are currently developing new nanotechnology research.
Bose manufactures and sells audio equipment that has innovative products in the areas of noise cancelling headphones, professional audio systems, and automobile sound systems. They also perform forward-think research involved with suspension technologies and cold fusion.
Specializes in activity trackers and wireless-enabled wearable technology. Their devices measure data and present it in a way that is understood and helpful to their consumers on a daily basis that encourages them to lead healthier lives.
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Has divisions in the areas of consumer lifestyle (electronics), healthcare, and lighting. They work to make peoples’ daily lives easy and safe.
The largest internet-based retailer in the world. They provide their customers with a multitude of products, whatever their customers need, and are very customer focused.
FUTURE OF TI
US Geological Survey is a scientific agency of the US government, that studies the natural landscape, resources, and hazards of the US. It provides valuable information that help us to understand our environment and its future.
Manufactures and sells airplanes, rockets, and satellites. They work in the commercial airline industry as well as the defense, space and security industry. They are constantly making technological advancements that allow for humans to explore and understand the world and space.
Agency that focuses on aeronautics and aerospace research. It was established for the purpose of civilian, rather than military, benefit. This encourages peaceful applications of space innovations and inventions.
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REBRAND OF TI
BRAND PERSONALITY PRIOR PERSONALITY
PREVIOUSLY, THE TI BRAND WAS VIEWED AS STATIONARY, BASIC, AND EVEN A BIT EXPECTED.
TI was still able to function and accomplish its tasks, but was struggling to come up with something new and technologically advanced that will really help people to make better decisions. It is safe to say that TI was playing it safe, but the time has come to mobilize TI and bring it up to date, and even into the future. Give people the tools they need in order to prepare and plan for the future, something the world desperately needs.
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FUTURE OF TI
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REBRAND OF TI
REBRANDED PERSONALITY
THE NEW TI IS FAST-MOVING, ILLUMINATING, HIGHLY INFORMATIVE, USABLE, SWIFT, LIMITLESS, AND UNEXPECTED.
It is technologically advanced but also user-friendly for its consumers. People will be able to rely on their tools to make tough and smart decisions. And not only will consumers be able to easily interact with the tools but also interact with the outside world and use the tools in real-time.
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FUTURE OF TI
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03 THE AUDIENCE
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C H A PT E R 03/03
T H E AU D I E N C E
TARGET AUDIENCE PERSONAS
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REBRAND OF TI
TARGET AUDIENCE THE SCOPE
A common trait in TI’s target audience is that they want new tools and better information to help them to continue to do what they enjoy doing or what they need to do. When going through the design process it is very important to identify the audience that you are designing for. This helps to keeps the focus of the project and the overall design goals in mind. The audience will be referenced throughout the entire process, so it is good to have a solid identification of who you are designing for. It is also good to know who you are not designing for, meaning the type of person that has no interest and will never have interest in this topic. Who you are designing for is essentially who you are ‘talking’ to through your communications of design. Personas are descriptions of people that can be found within the audience, and even outliers that are not in the audience. Even though TI’s target audience is broad, I still have identified people within my audience and the common traits that they share. They all have interest in new and better tools or new and better information that can help them make decisions. The outliers have very extreme beliefs or personalities. One persona is so far off the grid that they do not have internet and like it that way. The other outlier is extreme in that he is so connected that he does not need any assistance from Texas Instruments. He creates his own electronics and is very capable of successfully wiring his own home. The following pages lay out in detail the eight personas that have been created in order to keep this project on track.
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OUTLIER
TARGET AUDIENCE
T H E AU D I E N C E
OUTLIER
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REBRAND OF TI
BONNIE LOPEZ
PERSONA 01 OUTLIER
“LIVING OFF THE GRID”
TRAITS No Internet. Bonnie does not have internet access in her own home. She does not see the need for it, as she spends most of her time outside working. In her spare time she will either read or watch basic cable. Back to basics. She believes in a very simple lifestyle and does not see the need for all the gadgets people fill their lives with. She thinks they are distractions away from her important work as a farmer. Bad with new technology. Bonnie has a very hard time understanding any new technology and does not make any time to get to know it and avoids it at all costs. She believes that if someone needs to get a hold of her then they can call on her land-line phone. Strict routine. Bonnie and her husband understand their farm very well and have been taking care of it for the same way for 20 years. They also have been selling their produce at the same farmers’ market for the past 20 years.
DEMOGRAPHICS 45 YEARS OLD MARRIED NO CHILDREN LIVES IN COUNTRYSIDE OF WYOMING WORKS AS A FARMER
VIS UA L ST R AT E GY G U I D E
Associates with other farmers. Bonnie and her husband have close friends that they’ve known for a long time. Most are in the same industry as they are, so new technology isn’t a topic of discussion unless they are talking about farming equipment. No immediate neighbors. Bonnie and her husband have a large span of land to themselves. Their closest neighbor is 1 mile away. They like the space and privacy they have and always feel connected to nature. DIY home repairs. Bonnie and her husband are able to fix most of the home repairs on their own, without the help of a specialist. This includes electrical components, which they have repaired and replaced many times themselves, and works just fine for their needs.
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TIMOTHY RICHARDS
T H E AU D I E N C E
PERSONA 02 AUDIENCE
“THE DOG PERSON”
TRAITS Has 2 dogs. Spends a lot of time with his dogs, Bently and Remi, that are trained well. When Timothy is gone he wants to know that his dogs are just fine in real time. Unpredictable work schedule. As a nurse Timothy is often ‘on call’ in case the hospital needs him, and he will also frequently work night shifts. When he works long hours he feels uneasy about leaving his dogs alone. He needs all of his tools and gadgets to be flexible and accessible just like his work schedule. Likes Apple products. Timothy has the basic electronics, such as an iPhone, computer, and TV. He likes Apple products because they are user-friendly and he can feel connected at all times.
DEMOGRAPHICS 27 YEARS OLD SINGLE NO CHILDREN LIVES IN SEATTLE, WA WORKS AS A NURSE
Energy Saver. He likes to save energy whenever possible. Timothy tends to use more energy than most people since when he is not home he likes to keep some lights on and the temperature comfortable for his dogs. Anything that would help Timothy monitor and easily adjust his energy usage would be greatly used. Entertainer. Likes to host small groups of friends at his apartment. They will often eat dinner and play games. New technology is often a topic of discussion with his friends. Takes his dogs for hikes. Occasionally Timothy will take his dogs for a hike in the mountains surrounding Seattle. He likes to still have service when he is out for hikes since he is not an experienced outdoors person. Researches medical equipment. Timothy always pays attention to advances in the medical field and believes his hospital should be quicker at adopting new and better medical equipment. This would help their patients get well and also help the staff perform quicker and more efficiently at their job. He follows and reads medical some magazines. In the market to buy a house. Timothy is looking to buy his own house in the near future. He is tired of living in an apartment in the city, and would like a bigger place with a yard for his dogs.
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REBRAND OF TI
NANCY HEALY
PERSONA 03 AUDIENCE
“THE ANXIOUS MOM”
TRAITS Kids in middle and high school. Juggling her 3 kids different schedules can be very tough. She would like to know where they are and how they are doing at all times. Dislikes most of her kids’ friends. She is not crazy about most of the people her kids associate with, as they are in school, she views their relationships as petty. She does not trust some of their friends and always wants to keep an eye on her kids when they are with their friends. Slow to understand new technology. Nancy adopts to new technology since she has to, but it usually takes her a while, and it often involves her kids teaching her new things. She forces herself to learn because it helps her at work and it also helps her to keep up with the technology her kids are involved with. She wishes it was easier to understand and adopt. Inexperienced homeowner. Nancy doesn’t understand the inner workings of her house. She would like to more easily be able to do upkeep and know how to fix something when it goes wrong.
DEMOGRAPHICS 43 YEARS OLD DIVORCED THREE CHILDREN LIVES IN DALLAS, TX WORKS AS AN HR MANAGER
Doesn’t like alone time. If Nancy doesn’t have anything to do then she gets anxious. She likes to have her kids or friends around, and if they are not then she usually will try and stay connected to her kids and find out what they are doing. Cooks at home. Nancy enjoys cooking at home, and has a multitude of kitchen appliances, some digital. It would be nice if she could minimize her appliances and if one appliance could do the job of two then she would gladly adopt it. Wants to be in charge of the Human Resources Department. Nancy has been working at a large tech sales company for 20 years. She believes that she should be promoted and could lead her department. Nancy does not have a complete understanding of the technology that her company specializes in and thinks this may be holding her back, and she wants to be able to have access to products and learn more about them. Drives a lot. Nancy has a long drive to work and is always driving her kids around. She spends a lot of time in her car and would like it to be more digital and connected but doesn’t understand how to connect to her car’s Bluetooth.
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CHRIS GARCIA
T H E AU D I E N C E
PERSONA 04 AUDIENCE
“THE BUDDING ENGINEER�
TRAITS A student. Really enjoys his classes at school, especially math and science. He is usually involved in math club and takes advanced classes. He hopes all of this will eventually lead to a scholarship for an engineering school. Easy to befriend. Chris is very easy to talk to and can get along with most people. He especially likes to talk to people about new technology or new products. Easily understands new technology. Chris is not afraid of new technology and welcomes new products. He likes anything that will help him with brain games or apps that he can customize. Aerospace Engineer. Chris enjoys this aspect of engineering. He has always found space interesting and wonders about the unknown, and how it could possibly benefit our planet. Uses multiple portable electronic devices. Chris likes anything that is lightweight and fast when it comes to electronics. He will invest in something that is lightweight and high quality to bring to school and eventually college.
DEMOGRAPHICS 16 YEARS OLD SINGLE NO CHILDREN LIVES IN EUGENE, OR
Eats out. Chris is not a very good cook so he often eats out with friends or enjoys home-cooked meals from his parents. Enjoys teaching others. Chris usually finished with homework early and will tutor some nights during the week. Anxious to graduate high school. Chris feels that high school is not that challenging for him, and believes that college will be difficult and suitable for his engineering skills.
HIGH SCHOOL STUDENT
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REBRAND OF TI
FRED CHAN
PERSONA 05 AUDIENCE
“MAKING ENDS MEET”
TRAITS Works long hours. He and his wife don’t make much money so Fred tries to pick up extra shifts at work whenever he can. Likes to be connected with his kids. Likes to keep in touch with his kids especially when he works overtime and won’t see them for a while. He will often video chat with them on his breaks. Sleep deprived. Fred is usually pretty tired from working a lot and taking care of his kids who are 3 and 5. He doesn’t like to spend time fixing things around the house since he would rather just rest. He wishes that is was easier to do repairs. Has basic electronics. He and his wife have a computer, TV, and iPhones. They like their electronics to be reliable and user friendly but don’t need anything extravagant. Frugal. Fred rarely goes shopping or spends money on himself. All of his expenses go towards their home and their kids, and they try to save money where ever possible but still like things that are good quality and reliable.
DEMOGRAPHICS 30 YEARS OLD MARRIED TWO CHILDREN LIVES IN CHICAGO, IL WORKS AS A WAITER
Spends free time with family. When Fred isn’t working he likes to spend time with his kids and other family members. They often get together on the weekends and a couple times during the week. Family is very important to him. He is always connected to his family, especially his grandparents since they are very old and sick. Helps family with electronics. His parents and grandparents are not good with electronic devices, but he likes them to have them so he can stay connected with his family. Fed is not particularly tech savvy but knows a great deal more than his parents and grandparents. Needs a new car. They are saving to buy a new car. They want something safe but also hope to find something that is technologically advanced.
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C H A PT E R 03/03
KIM HALL
T H E AU D I E N C E
PERSONA 06 AUDIENCE
“TECHIE”
TRAITS Video game blog reader. Likes to stay up to date about the latest in video games. She is the go-to person for questions on this matter. And she likes it when video games are easy to understand and learn. Apartment filled with tech gadgets. At home she has many tech gadgets that she uses on a regular basis. She understands them and is an early adopter of new technology. And she has a fair amount of disposable income so that she can afford the gadgets. She would like to reduce the amount of gadgets and always looks for a product that can do multiple tasks. Teaches friends about electronics. She will often help her friends and family with technology. She can help set up new items and get people connected with technology. She enjoys explaining things to people and wants to make their lives easier.
DEMOGRAPHICS 25 YEARS OLD SINGLE NO CHILDREN LIVES IN SANTA BARBARA, CA WORKS AS A VIDEO GAME ENGINEER
Can control her apartment remotely. She is able to change temperature, turn off the lights, shutdown appliances, and lock the door when she is not home. She likes this feature in case she forgets to do something before she leaves since she can be forgetful at times. Trusts technology. Believes that is can greatly benefits peoples’ lives and make them easier. She is very optimistic about the future and hopes technology will continue to benefit people. She wants all people to understand and adopt new technology Orders food. Does not cook at home but likes meal plans delivered to her. The meals are ready-made and considered to be healthy. She finds this to be very easy, saves time, and very appropriate for her lifestyle. Goes to the movies on the weekends. Likes to check out the latest movie with her friends, they are usually some type of Sci-fi film. Reviews products. Takes the time to write thorough reviews about tech products that she has purchased, in particular electronics. She understands them and can a good review based on her knowledge.
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REBRAND OF TI
LAURIE STEVENS
PERSONA 07 AUDIENCE
“HOME GARDENER�
TRAITS Gardens. Laurie maintains a garden in her backyard and enjoys tending to the plants. She also has a large flower bed that looks stunning during the Spring and Summer. In the winter months she will grow a few plants inside in her sun room that is connected to her house. Gardening can be hard on her joints, she would like tools that enable her to continue to garden. Composts. Laurie supplies her garden with her own compost. She has even started to collect from her neighbors and people know to give their compost to her. She cannot maintain the compost at times because it gets too large and needs a better way of utilizing her compost. Efficient Plants. She wants her home to be optimal for growing plants, the right temperature and humidity. She also wants to chose the right plants that will grow successfully indoors and will contribute to the health of her household. She does not exactly know which plants to chose and how to maintain her house so she would like to better understand this.
DEMOGRAPHICS 75 YEARS OLD MARRIED FOUR CHILDREN LIVES IN ITHACA, NY RETIRED COLLEGE COUNSELOR
Cooks at home. Laurie almost never eats out. She is constantly cooking at home and likes to cook what she has grown in her own garden. When she cooks she makes left overs for her and her husband to eat the next day. She also enjoys cooking for friends and family when they come over. Sometimes it can be overwhelming but she will get help from others in the kitchen. Long walks. Laurie likes to go on long walks as her form of exercise. Sometimes she will also ride her bike if she has someone to ride with, because it is safer with company. She also has a lot of safety gear to help her ride her bike. Only travels to visit her children. Both her children live out of state. She will travel to visit them, and spend time with them. Traveling stresses her out and likes things that make travelling easier for her. Makes her own products. Likes to make her own cleaning products. And also will can and pickle many items. She needs extensive tools and sometimes space to complete these tasks. She is always looking for ways to save space and tools to help the process go smoothly.
VIS UA L ST R AT E GY G U I D E
C H A PT E R 03/03
CLIF DUNLEY
T H E AU D I E N C E
PERSONA 08 OUTLIER
“DIY TECHIE”
TRAITS Builds computers. Clif builds his own computers from parts that he has or buys, he hasn’t bought a computer since college. He loves the process and feels accomplished once its complete. DIY electrician. Clif makes and repairs his own home electronics, he makes almost everything himself. He does not have a need to buy electronics from other sources. Doesn’t trust the government. Since he makes everything himself he doesn’t have to worry about being spied on. He doesn’t trust the government and doesn’t like to buy things from large companies. Geek. He nerds-out a lot about engineering topics and can get into long discussions about it. He is very smart, experienced, and knows what he is talking about. Very analytical. Can often only relate to other people in his field since he is very analytical by nature. He has a hard time trying to tell other people who aren’t in his field what he means.
DEMOGRAPHICS 35 YEARS OLD SINGLE NO CHILDREN
Lives alone. He is able to maintain his home the way that he likes since he is the only one who lives there. All of his devices are set and programmed to his liking. Programs his own phone. Has a phone that he can modify to his liking. He doesn’t use Apple products because they are not customized to his needs. He likes something that he can trust and alter to what he needs to do.
LIVES IN SAN FRANCISCO, CA WORKS AS A SOFTWARE ENGINEER
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REBRAND OF TI
MOVING FORWARD REBRAND
NOW THAT THE FIRST STAGE OF THE DESIGN PROCESS HAS BEEN COMPLETED, IT IS TIME TO DEVELOP THE IDENTITY OF THE NEW TI. In order to rebrand TI, it must be given a new look that propels it into the future that encapsulates its new direction but also maintains its roots and mission statement. The history and mission statement have been researched and identified. With these elements in mind, and the audience, it is time for the next stage in the design process. The Visual Development Guide outlines the process of creating the new TI logo from the initial brainstorming to the final identity.
CONTINUE TO JOIN IN ON THE NEXT PHASE OF THE DESIGN PROCESS.
VIS UA L ST R AT E GY G U I D E
C H A PT E R 03/03
T H E AU D I E N C E
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REBRAND OF TI
APPENDIX WORKS CITED http://www.ti.com http://www.biography.com/people/jack-kilby-40499#earns-nobel-prize https://finance.yahoo.com/quote/TXN?p=TXN PHOTO CREDITS PG FM4–5 PG FM7 PG 2–3 PG 5 PG 6 PG 8 PG 16–17 PG 27 PG 27 PG 27 PG 27 PG 27 PG 27 PG 27 PG 27 PG 29 PG 29 PG 29 PG 29 PG 29 PG 29 PG 29 PG 29 PG 34 PG 35 PG 36 PG 37 PG 38 PG 39 PG 40 PG 41
Night-time spread Space Dust Space Dust GSI Jack Kilby Lunar Astronaut Outer Space Lamp Stationary Bike Bumpy Texture Bird in Cage Electrician Spaghetti Electrical Poles Gray Chairs Lighting Moving Bike Smooth Texture Hummingbird Touchscreen Italian Specialty Information Display Futuristic Chairs Bonnie Timothy Nancy Chris Fred Kim Laurie Clif
VIS UA L ST R AT E GY G U I D E
Dreamstime.com Dreamstime.com Dreamstime.com alamy.com/stock-photo/geophysics-oil.html Wikipedia.com Dreamstime.com Dreamstime.com th.aliexpress.com/popular/halogen-clip-lamp.html Dreamstime.com byrdie.com/how-to-fix-uneven-skin-texture Gettyimages.com digibel.org theodysseyonline.com/49-fun-facts-favorite-foods Dreamstime.com westelm.com › Furniture › Desk Chairs superbrightleds.com/project/home-interior/ cla.purdue.edu/english/theory/narratology/terms/POV.html Dreamstime.com pbase.com › all galleries › Nature Galleries Dreamstime.com .irishtimes.com/profile/domini-kemp-7.1837480 Dreamstime.com trendhunter.com/slideshow/futuristic-office-spaces femalefarmerproject.org/ theradicalnotion.com/men-social-work-nursing/ southerncurlsandpearls.com/2014/04/like-mother-like-daughter.html tacanow.org › Family Resources Dreamstime.com dreamhost.com/blog/category/tech-talk/ Dreamstime.com Dreamstime.com