GR604 Student Project (National Geographic) — The Visual Development Guide

Visual Development Guide

Visual Development Guide

Table of Contents

00

03

01

04

Mission Statement New Name

Key Phrases R1 Rough Sketches R1 Refined Sketches

02

Updated Key Phrases R2 Rough Sketches R2 Refined Sketches

R3 Rough Sketches R3 Refined Sketches R3 Digital Comps

Visual Standard Guide Inspiration Logo Look-a-like’s

GR 604

03746012

00 01

THE NATURE OF IDENTITY

CHAPTER ZERO

NG

Mission Statement New Name

VISUAL DEVELOPMENT GUIDE

02

GR 604

03746012

Mission Statement

Old Mission

To use the power of science, exploration, education, and storytelling to illuminate and protect the wonder of our world.

03

THE NATURE OF IDENTITY

MISSION STATEMENT

NG

New Mission

We combine technology and human experiences to educate many on the wonders of our world, and to seek action in becoming an active part of our story of making a change in protecting our planet.

VISUAL DEVELOPMENT GUIDE

04

GR 604

03746012

New Name and Why?

Old Name

National Geographic was the old brand identity name which still remains relevant but as new issues present themselves in our world, NG pushes to be an advocate of change, education, and experiences going forward.

03

THE NATURE OF IDENTITY

NEW NAME

NG

New Name

NG is the new direction of National Geographic which focuses on the continuation of exploring of the wonders of our world through enhanced education, hand-on learning and experiences, and more advocacy for change.

VISUAL STANDARDS GUIDE

04

GR 604

03746012

01 05

THE NATURE OF IDENTITY

CHAPTER ONE

NG

Keywords R1 Sketches R1 Refined Sketches

VISUAL DEVELOPMENT GUIDE

06

GR 604

03746012

R1

Round One: Key Phrases & Logo Sketches The first round of sketches for NG. Taking my three keywords, exploration, education, and change and the three created phrases for them, expanding horizons for exploration, quest for knowledge for education, and adaptation and growth for change NG created three-hundred possible logo sketches. Out of those three-hundred, selected thirty to refine.

• Key Phrases • R1 Sketches • R1 Refined Sketches

07

THE NATURE OF IDENTITY

CHAPTER ONE

NG

VISUAL DEVELOPMENT GUIDE

08

GR 604

03746012

Keywords

09

THE NATURE OF IDENTITY

KEYWORDS

NG

Exploration

Showcasing the vast world in different forms, both digital and physically noting the stories and vast expeditions individuals went on and what they captured.

Education Being a large proactive resource individuals of all ages can refer to in order to learn more about our world and all it has to offer.

Change

Advocating for our planet and the need for change to help keep our ecosystem, animals, and the people who live here thriving and hoping individuals will take action themselves.

VISUAL STANDARDS GUIDE

10

GR 604

03746012

R1 Sketches: Exploration Creating logo ideas based off the keyword , Exploration. I focused on showcasing exploration through globes, mountains, camera lenses, trees, and animals.

11

THE NATURE OF IDENTITY

R1 SKETCHES

NG

VISUAL DEVELOPMENT GUIDE

12

GR 604

13

03746012

THE NATURE OF IDENTITY

R1 SKETCHES

NG

VISUAL DEVELOPMENT GUIDE

14

GR 604

03746012

R1 Sketches: Education

Creating logo ideas based off the keyword , Education. I focused on showcasing education through books, lights, globes, humans, and combinations of two or all.

15

THE NATURE OF IDENTITY

R1 SKETCHES

NG

VISUAL DEVELOPMENT GUIDE

16

GR 604

17

03746012

THE NATURE OF IDENTITY

R1 SKETCHES

NG

VISUAL DEVELOPMENT GUIDE

18

GR 604

03746012

R1 Sketches: Change

Creating logo ideas based off the keyword , Change. I focused on showcasing change through arrows and globes in different formats.

19

THE NATURE OF IDENTITY

R1 SKETCHES

NG

VISUAL DEVELOPMENT GUIDE

20

GR 604

21

03746012

THE NATURE OF IDENTITY

R1 SKETCHES

NG

VISUAL DEVELOPMENT GUIDE

22

GR 604

03746012

02 23

THE NATURE OF IDENTITY

CHAPTER TWO

NG

Updated Key Phrases R2 Sketches R2 Refined Sketches

VISUAL DEVELOPMENT GUIDE

24

GR 604

03746012

R2

Round Two: Updated Key Phrases & Logo Sketches The second round of sketches for NG. Taking my three keywords, exploration, education, and change and refining them and my key phrases based off of peer and professor critique. Focusing on exploration and education more and based off of feedback, I worked on creating more divergent sketches of some chosen logos that were appealing from last module.

• Updated Key Phrases • R2 Sketches • R2 Refined Sketches

25

THE NATURE OF IDENTITY

CHAPTER TWO

NG

VISUAL DEVELOPMENT GUIDE

26

GR 604

03746012

Updated Key Words & Phrases

27

THE NATURE OF IDENTITY

UPDATED KEY WORDS AND PHRASES

NG

Exploration Showcasing the vast world in different forms, both digital and physically noting the stories and vast expeditions individuals went on and what they captured.

Adventure Awaits

Discovery Oneself going out on adventures to discover different things, places, animals, and nature all around the world.

Being someone who directly connects with the discoveries.

Education Being a large proactive resource individuals of all ages can refer to in order to learn more about our world and all it has to offer.

Eye-Opening Experiences

Empowering Minds

VISUAL DEVELOPMENT GUIDE

28

GR 604

03746012

R2 Sketches: Exploration

From critique and student and professor feedback, I focused on generating different iterations of one idea several times to understand what is working well in regards to NG’s message.

29

THE NATURE OF IDENTITY

R2 SKETCHES

NG

VISUAL DEVELOPMENT GUIDE

30

GR 604

31

03746012

THE NATURE OF IDENTITY

R2 SKETCHES

NG

VISUAL DEVELOPMENT GUIDE

32

GR 604

03746012

R2 Sketches: Education

Focusing on creating a spark or star and arrows to represent education and combining them with the NG for NG.

33

THE NATURE OF IDENTITY

R2 SKETCHES

NG

VISUAL DEVELOPMENT GUIDE

34

GR 604

03746012

R2 Sketches: Discovery Based upon the newest keyword, Discovery, NG has created a mixture of different logo ideas showcasing stars, mountains, and a combination of the two.

35

THE NATURE OF IDENTITY

R2 SKETCHES

NG

VISUAL DEVELOPMENT GUIDE

36

GR 604

37

03746012

THE NATURE OF IDENTITY

R2 SKETCHES

NG

VISUAL DEVELOPMENT GUIDE

38

GR 604

03746012

R2 Refined Sketches Selecting the most promising rough sketches and refining them traditionally.

39

THE NATURE OF IDENTITY

R2 REFINED SKETCHES

NG

VISUAL DEVELOPMENT GUIDE

40

GR 604

03746012

03 41

THE NATURE OF IDENTITY

CHAPTER THREE

NG

R3 Sketches R3 Refined Sketches R3 Digital Comps

VISUAL DEVELOPMENT GUIDE

42

GR 604

03746012

R3

Round Three: Logo Sketches & Digital Comps The third round of sketches for NG (National Geographic). Adding even more sketches and then went to the computer to comp them up in B&W and in color as well.

• R3 Sketches • R3 Refined Sketched • R3 Digital Comps

43

THE NATURE OF IDENTITY

CHAPTER THREE

NG

VISUAL DEVELOPMENT GUIDE

44

GR 604

03746012

R3 Sketches

Working on combining graphical components together to create pleasing and eye-catching logo designs that translate well to NG’s brand identity.

45

THE NATURE OF IDENTITY

R3 SKETCHES

NG

VISUAL DEVELOPMENT GUIDE

46

GR 604

47

03746012

THE NATURE OF IDENTITY

R3 SKETCHES

NG

VISUAL DEVELOPMENT GUIDE

48

GR 604

03746012

R3 Digital Comps

NG NG

NAT GEO

NAT GEO NAT GEO 49

THE NATURE OF IDENTITY

R3 DIGITAL COMPS

NG

NAT GEO

VISUAL DEVELOPMENT GUIDE

50

GR 604

03746012

R3 Digital Comp & Colored

NG with abstract mountains and stars digitally comped up along with various color ideas.

NG NG

NG

NG

NG

NG

NG

51

THE NATURE OF IDENTITY

R3 DIGITAL COMPS

NG

R3 Digital Comp & Colored

NG for NG with star shooting across the middle of it digitally comped up along with various color ideas.

NG NG NG NG NG NG NG VISUAL DEVELOPMENT GUIDE

52

GR 604

03746012

R3 Digital Comp & Colored

NG with mountain sillouette and star digitally comped up along with various color ideas.

NG

NG

NG

NG

NG

53

THE NATURE OF IDENTITY

R3 DIGITAL COMPS

NG

R3 Digital Comp & Colored

NG for NG with abstract mountains overlayed on top of the NG and digitally comped up along with various color ideas.

NG NG NG NG NG VISUAL DEVELOPMENT GUIDE

54

GR 604

03746012

R3 Digital Comp & Colored

NG wordmark with star shooting across the middle of it digitally comped up along with various different color ideas.

NG NG NG NG NG NG NG NG 55

THE NATURE OF IDENTITY

R3 DIGITAL COMPS

NG

R3 Digital Comp & Colored

NG with star and lines digitally comped up along with various color ideas.

NG

VISUAL DEVELOPMENT GUIDE

56

GR 604

03746012

04 57

THE NATURE OF IDENTITY

CHAPTER FOUR

NG

R4 Sketches R4 Refined Sketches R4 Digital Comps

VISUAL DEVELOPMENT GUIDE

58

GR 604

03746012

R4

Round Four: Logo Refinement The fourth round of rough and refined sketches as well as digital comps and logo refinements for NG.

• R4 Sketches • R4 Refined Sketches • R4 Digital Comps • R4 Digital Colored Comps

59

THE NATURE OF IDENTITY

CHAPTER FOUR

NG

VISUAL DEVELOPMENT GUIDE

60

GR 604

03746012

R4 Sketches

NG focused on showcasing mountains and stars for their new logo as a symbol of having to climb mountains in order to reach for future change, what the star symbolizes.

61

THE NATURE OF IDENTITY

R4 SKETCHES

NG

VISUAL DEVELOPMENT GUIDE

62

GR 604

03746012

R4 Refined Sketches

NG refined sketches using a grid for more precision showcasing refined versions of the mountain and star combination and NG with stars.

63

THE NATURE OF IDENTITY

R4 REFINED SKETCHED

NG

VISUAL DEVELOPMENT GUIDE

64

GR 604

03746012

R4 Digital Comps

Using Adobe Illustrator, NG took the refined sketches of their new logo iterations and digitally comped them up to see how it translates on a screen.

65

THE NATURE OF IDENTITY

R4 DIGITAL COMPS

NG

VISUAL DEVELOPMENT GUIDE

66

GR 604

03746012

R4 Digital Comps Colored

Using Adobe Illustrator, NG took the digital comps of the new logo ideas and created several different color iterations for each.

67

THE NATURE OF IDENTITY

R4 DIGITAL COMPS

NG

VISUAL DEVELOPMENT GUIDE

68

GR 604

03746012

05 69

THE NATURE OF IDENTITY

CHAPTER FIVE

NG

Visual Inspiration Logo Look-A-Like

VISUAL DEVELOPMENT GUIDE

70

Visual Inspiration

In this section, I looked at other brands visual systems and annotated and captured visual systems overall layout, what stood out to me, and why I found it appealing.

• Visual Systems • Logo Look-A-Like

GR 604

03746012

Identity Introduction Exploratoriums intro to their visual system is engaging, playful, and connects to their audience very well through fun educational speech. It is inviting and visually appealing typography, and through the use of great typesetting that allows the user to understand the premise of what Exploratoriums requirements for their brand are.

73

THE NATURE OF IDENTITY

VISUAL INSPIRATION

NG

Logo Anatomy Exploratoriums logo anatomy is clear and concise presenting multiple pages full of information and different ways of presenting their logo to their target audience. The overall spread layout is understandable and visually compelling which allows us, the viewer, to be able to understand and execute Exploratorium’s logo design in the correct manner.

VISUAL DEVELOPMENT GUIDE

74

GR 604

03746012

Type Specs Showcasing their typeface and type specs in not just a straight up way but making it quite visually appealing and interesting with size differenciation can make their message and specs more noticeably interesting and captivating. This also allows for users viewing the visual system to understand what they are looking at and ways Exploratorium’s logo, content, and information is viewed.

75

THE NATURE OF IDENTITY

VISUAL INSPIRATION

NG

Main ID Colors Boeings color pallet showcases their broad spectrum of colors they use and of different material as well. Also showcasing text and graphic overlays on top of the colors to showcase how to showcase their logo, graphic, and typography on the various colors. It is easy to understand and we understand how their content should be used and showcased and in the various ways.

VISUAL DEVELOPMENT GUIDE

76

GR 604

03746012

Logo Don’ts The message Exploratorium is aiming to achieve is clear. They showcase many examples of what not to do with their logo and have places a clear message of if you change our logo, it sends the message to someone that we are someone else.

77

THE NATURE OF IDENTITY

VISUAL INSPIRATION

NG

Alternate Versions of the Logo’s DFW’s alternative logos are clear, simple, and easy to understand seen in a visual way. Along with the type informing the viewer of proper scaling and sizing and other information informing about the proper usage of their logo.

VISUAL DEVELOPMENT GUIDE

78

GR 604

03746012

Graphic Elements Symantec showcases the different graphical elements which will be seen across their platforms and brand as a whole and what is allowed along with a description of what they are and why they are helpful to Symantec’s brand voice.

79

THE NATURE OF IDENTITY

VISUAL INSPIRATION

NG

Hierarchy Symantec makes it clear with several examples of hierarchy usage, typesetting, and scale and how their content should be layed out on a spread of any size giving clear detailed notations for each section of type.

VISUAL DEVELOPMENT GUIDE

80

GR 604

03746012

Brand Voice Symantec showcases many sections of text that informs the viewer about the brands voice and tone. It is increadibly in-depth and allows for a more broader understanding of Symantec which will allow for better execution.

81

THE NATURE OF IDENTITY

VISUAL INSPIRATION

NG

Imagery Devon showcases clearly the correct ways to showcase imagery for their brand, noting what not to do with the imagery as well. Properly labeled, the imagery associates with the corresponding type written about each one and what they are.

VISUAL DEVELOPMENT GUIDE

82

GR 604

03746012

Logo Look-a-Like Logos that have mountains and stars that would be considered similar or look-a-likes to the chosen logo of NG.

83

THE NATURE OF IDENTITY

LOGO LOO-A-LIKE

NG

VISUAL DEVELOPMENT GUIDE

84

Name Instructor Class Brand Typography

Era Mahoney Hunter Wimmer The Nature of Identity NG (National Geographic) Proxima Nova