[GR604] TLC: Visual Development Guide (Student Project)

Visual Development Guide

Visual Development Guide

Our mission is to connect communities of curious minds and create lifelong learning possibilities

Keywords:

Growth: Becoming Brighter

1. The process of developing or maturing physically, mentally, or spiritually; 2. Progressive development; 3. Development from a simpler to a more complex stage

Potential: Full of Possibilities

1. The chance or possibility that something will develop and become real; 2. Latent qualities or abilities that may be developed and can lead to future success or usefulness; 3. The innate ability in every person to live and perform in alignment with their highest self

Interactive: Building Connections

1. Allowing a two-way flow of information, ideas, and messages; 2. Involving the actions or input of a user Exploration: Searching

for Knowledge

1. The activity of searching and finding out information about something; 2. The action of traveling in or through an unfamiliar area in order to learn about it

Section .01

First Round Logo Sketches

Potential: Full of Possibilities

The following logos were inspired by the idea of being an endless source of wonder or energy. Towers with a circle on top hint towards the potential energy of a ball at the peak of a mountain. The spring/coil shapes were also inspired by the idea of the potential energy in an object. Seeds also captured the idea of something that have so much potential inside of them…

Interactive: Building Connections

Some of the ideas explored in the following logos include bridges, satellites, and electric currents. Door way type shapes were also used to represent an open connection…

Exploration: Searching for Knowledge

The following logos embraced many of the common associations with learning; such as, owls, light bulbs, and graduation caps. Lights, maps, and telescopes were inspired by the idea of searching…

Refined Sketches

The refined logos add structure and detail to the high lighted rough sketches…

Section .02

Second Round Logo Sketches

Growth: Growing Brighter

The Round 1 key phrase “Potential: Full of Possibilities” was reworked to focus more on the idea of growth. The new key phrase created for the Round 2 logos was “Growth: Growing Brighter. Following feedback that the Round 1 logos appeal to a younger audience—rather than an audience of varying ages—the logos aimed to be more neutral. The three visual directions explored were sprouts, arrows, and stars…

Refined Sketches

The refined logos add structure and detail to the high lighted rough sketches…

Section .03

Third Round Logo Sketches

Growth: Becoming Brighter

The Round 3 key phrase was adjusted to “Growth: Becoming Brighter.” The visual direction was able to be narrowed down to arrows and stars. The final design chosen is an arrow pointing into a sunrise, which creates the overall shape of an asterisk. Aster isks are used to indicate that there is more informa tion. A shade of orange was applied to the logo. A color psychology study found that orange, as it applies to learning environments, is “an energetic color that can increase alertness, excitement, and engagement…Orange may also promote collaboration in learning spaces”…

Computer Drafts

The computer drafts used the structure of the previous refined sketches to create a vector draft…

Color Explorations

Many colors and color combinations were explored. The final logo color is a warm, energizing orange…

Logotype Sketches

The following sketches explored different type struc tures for The Learning Company’s new wordmark…

Section .04

Final Logo

The New Logo

After review, the sunrise shape was removed. This allowed the shape of the space between the arrow and the asterisk to follow seamlessly beside the lines of the arrow. The edges of the asterisk rays are slightly rounded to create a softer, more welcoming appearance. symbol was then rotated to give the mark forward momentum. The final wordmark was handdrawn with soft serifs that mirror the curve at the tip of the asterisk rays…

Section .05 Similar Logos

Similar Logos

A thorough review of current brand marks cultivated the following collection of logos with a similar struc ture. While these may have a similar structure or idea, The Learning Company’s new logo remains unique…

Section .06 Website Development

Website Structure

Various information structures for the website were explored to determine the appropriate hierarchy…

HOME MISSION STATEMENT FROM CHANNEL TO COMPANY KEYWORDS ISSUU BOOKS

COMMUNITY OF CURIOUS MINDS BRAND HISTORY TIMELINE

EXPLORE CONCEPTUAL CHART

ABBREVIATED EXTENSION LIST

CONCEPTUAL CHART

BRAND VISUALIZATIONS

EXTENSION PROTOTYPE 1

NEW IDENTITY INTRODUCTION LOGO ANATOMY

EXTENSION PROTOTYPE 2

LOGO DEVELOPMENT SKETCHES CONCEPTUAL CHART

EXTENSION PROTOTYPE 3 MINI PROTOTYPES

EXTENDED EXTENSION LIST

FINAL WEBSITE STRUCTURE

CONNECT CONCEPTUAL CHART

ABBREVIATED EXTENSION LIST

CREATE

EXTENSION PROTOTYPE 4

ABBREVIATED EXTENSION LIST

EXTENSION PROTOTYPE 7

EXTENSION PROTOTYPE 5

EXTENSION PROTOTYPE 6 MINI PROTOTYPES

EXTENSION PROTOTYPE 8

HOME MISSION STATEMENT

FROM CHANNEL TO COMPANY KEYWORDS

COMMUNITY OF CURIOUS MINDS BRAND HISTORY TIMELINE

EXPLORE CONCEPTUAL CHART

CONNECT

CONCEPTUAL CHART

CREATE

CONCEPTUAL CHART

ABBREVIATED EXTENSION LIST

ABBREVIATED EXTENSION LIST

ABBREVIATED EXTENSION LIST

LOGO DEVELOPMENT SKETCHES

EXTENSION PROTOTYPE 1

NEW IDENTITY INTRODUCTION

ISSUU BOOKS

CONCEPTUAL CHART

EXTENDED EXTENSION LIST

EXTENSION PROTOTYPE 2

EXTENSION PROTOTYPE 3 MINI PROTOTYPES

EXTENSION PROTOTYPE 4

EXTENSION PROTOTYPE 7

EXTENSION PROTOTYPE 5

EXTENSION PROTOTYPE 6 MINI PROTOTYPES

EXTENSION PROTOTYPE 8

HOME MISSION STATEMENT KEYWORDS

COMMUNITY OF CURIOUS MINDS

FROM CHANNEL TO COMPANY

NEW IDENTITY INTRODUCTION LOGO ANATOMY

EXPLORE CONCEPTUAL CHART

CONNECT

CONCEPTUAL CHART

CREATE

CONCEPTUAL CHART

ABBREVIATED EXTENSION LIST

ABBREVIATED EXTENSION LIST

ABBREVIATED EXTENSION LIST

LOGO DEVELOPMENT SKETCHES

EXTENSION PROTOTYPE 1

BRAND HISTORY TIMELINE

ISSUU BOOKS 2 & 3

CONCEPTUAL CHART

EXTENSION PROTOTYPE 2

EXTENSION PROTOTYPE 4

EXTENSION PROTOTYPE 7

EXTENSION PROTOTYPE 5

EXTENSION PROTOTYPE 8

ISSUU BOOK 1

EXTENDED EXTENSION LIST

EXTENSION PROTOTYPE 3 MINI PROTOTYPES

EXTENSION PROTOTYPE 6 MINI PROTOTYPES

EXTENSION PROTOTYPE 9 MINI PROTOTYPES

Visual Direction Sketches

Three directions were considered for The Learning Company website…

Section .07

Inspiration Analysis

Analyzing Inspiration

The visual standard guides of various businesses have been carefully considered for inspiration…

VMWARE

Good explanation of why they are choosing to change the identity and how the changes align with those goals

New Identity Introduction:

UNITED HEALTHCARE

Clear statement of what their new mission is and how it aligns with their brand promise

SKYPE

Explanation of how the subtle changes to the keywords make a good impact; language that is interesting and captivating

DEVON

Great explanation of why they chose strata as the basis for the new visual identity system; good visual language

CADENCE

Simplified list of how each part of the system aligns with their brand attributes; personal voice that explains it at a comfortable level

Logo Anatomy:

CADENCE

Detailed diagrams of spacing, alignment, and anatomy; anyone could look at this and know exactly how to use the logo

EXPLORATORIUM

Clear statement that this is the only version of the logo; explains how it can be used creatively with other imagery

NORWAY

Addresses how to handle different languages in the logo

FEDEX

Diagram showing how the small trademark simple is positioned with the logo

VMWARE

Shows a comparison of the logo before and after

WORKDAY

Simple explanation of approved fonts and how to use the logo font

VMWARE

Explains how to create a visual scale for any application

Type Specs:

SYMANTIC

Shows how to format the layers of hierarchy with clear examples

X

VMWARE

Explains why this typeface was chosen; examples of how the type is handled in the different layers of type hierarchy

SUMO

Shows examples of how not to format type

Addresses contrast and legibility of the type

MENNONITE CHURCH

Clear explanation of how type should be formatted

CADENCE

Red is not too vibrant that it is overwhelming, but still bold enough to make a statement

DFW

Explains why the specific color was chosen

Main Colors:

NEUVA

Bold blue without being too bright or overwhelming

WORKDAY

Shows colors in the context of the logo

DEVON

Explanation of the inspiration behind the colors

SYMANTIC

Addresses how to print the logo color properly

EXPLORATORIUM

Shows an example of improper usage; statement that changing the logo changes their identity shows how important it is to use the logo properly

Logo Don’ts:

MENNONITE

CHURCH

Variety of visual example with clear text descriptions of what is wrong with each example

RIGHTTURNRETAIL

Addresses how to name the business as part of a text line

NUEVA SCHOOL

Variety of clear visual examples

SYMANTEC

Addresses oddball usages such as bullet points

WORKDAY

Simple language accompanying clear examples

WORKDAY

Simple and clear examples of how the logo should appear on different backgrounds

Alternate Versions:

NUEVA SCHOOL

Variety of examples showing the many ways the logo can be applied

/MTRL

Different colors but same structure for the related brands

USA TODAY

Examples of the different ways the logo can be modified while still main taining the identity

BROADVIEW

Variety of background examples and which version should be used

NEXSTAR

Shows how to use the logo with the URL

SYMANTEC

Detailed description of the photography style; access to a photo library X Variety of examples of photography that is not allowed

Photography:

DEVON

Method to creating a photo combination; how to format images within the graphic element shape

Relates imagery to the brand attributes; clear dos and don’ts

NUEVA SCHOOL

Clear explanation and examples of the lighting method and style