Corporate Identity Class-Parsons Project Sample

2 Marks of Identity Uniport Modulightor Designed & written

By Gabrielle Dutz Corporate Design Fall 2010 Parsons: The New School for Design

2 Marks of Identity Uniport Modulightor Designed and written

By Gabrielle Dutz

TABLE OF CONTENTS • About this book 3

ABOUT THIS BOOK

• Uniport International Relocations Corporation - Symbol

5

- Typography & Color

6

- Applications: * Business Card * Letterhead * Personal letterhead for the President * Envelope * Truck

7 8 9 10 11 12

• Modulightor - Logotype 14

- Typography & Color 15

- Applications 16

* Business Card 17 * Letterhead 18

* Personal letterhead for the President 19 * Envelope 20

* Memo form 21

* Fax form 22 * Poster 23 * Packages 24-26

This book is an exploration of the creation and rebranding of corporate entities graphically. In going through the process of creating a visual image for a company, one learns how to carefully craft and design a crucial message for an audience and in doing so simultaneously develops skills to create a signature voice for oneself, an imperative tool for success.

• Production Notes 27

3

UNIPORT UNIPORT

SYMBOL

BACKGROUND

UNIPORT INTERNATIONAL RELOCATIONS CORPORATION In developing this symbol for Uniport, factors that were considered in the design process included the transition

Uniport is a full service international

that one actually makes when

transportation company that needs to

UNIPORT

moving and the “order-chaos-

establish a big company image.

order” shift that takes place in one’s life. Also, a key factor in

The company moves individuals and

this symbol’s design was the

companies locally, within your state,

stressing of Uniport’s efficiency

across the country or around the world.

and systematic precision

It’s headquarters is in New York City with

in their operations which lead

main offices in London, Paris, Berlin,

to the use of cube shapes that

Hong Kong, and Tokyo.

UNIPORT

externally represent moving boxes but metaphorically represents uniformity and order.

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5

UNIPORT TYPOGRAPHY & COLOR

The typographic choice of

UNIPORT CMYK 0 0 0 100% RGB 39 37 37 PANTONE BLACK 2 PC

CMYK 0 0 0 40% RGB 153 153 153 PANTONE PURITAN GRAY 15-4702 TCX

Garamond (a 16th century serif type created for French royalty) was made because it is a very bold and classic typeface that represents classicism and dependability, two qualities that exemplify Uniport. Uniport is literally responsible for people’s lives so

CMYK 0 0 0 10% RGB 230 230 230 PANTONE VAPOROUS GRAY 12-4302 TPX

APPLICATIONS

the strength of this typeface shows the durability of the company’s services. The three gray colors were chosen to

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

express movement and functionality.

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UNIPORT

UNIPORT

BUSINESS

CORPORATE

CARD

LETTERHEAD

Leland Barnum President Email: lbarnum@uniport.com

UNIPORT

UNIPORT www.uniport.com Email: sales@uniport.com Uniport International Relocations Corp.

86 Trinity Place New York NY 10006

Uniport International Relocations Corp.

86 Trinity Place New York NY 10006

Tu e s d ay D e c e m b e r 1 4 , 2 0 1 0

Tel: 1 (212) 206 5030 Fax: 1 (212) 206 5031

Gabrielle Dutz Student Parsons: T he New School for Design 318 East 15th Street N e w Yo r k , N Y 1 0 0 0 3

Tel: 1 (212) 206 5030 Fax: 1 (212) 206 5031

D e a r M s. D u t z This letter demonstrates the solid block typewriting for mat which has been adopted as a standard for all corresondence i s s u e d by U n i p o r t I n t e r n a t i o n a l Re l o c a t i o n s C o r p.

The left margin is indicated by a gray printed dot. The first letter of the date covers the dot and sets the allignment f o r t h e m a r g i n o f t h e e n t i r e l e t t e r.

T he inside address is single spaced two lines below the date.

The salutation is single spaced below the folding line printed o n t h e r i g h t e d g e o f t h e p a p e r.

For Uniport’s business card, a design system was developed around 2 principles: right

The body of the letter is double spaced below the salutation.

Parag raphs are single spaced and double spacing is used between p a r a g r a p h s w i t h n o i d e n t a t i o n s.

UNIPORT For Uniport’s corporate

justification which gives the

letterhead, the right justification

information a strong stylistic

design system continues to be

influence (while maintaining

implemented, as the bundles of

visual clarity) and grouping

C o r d i a l l y,

Leland Barnum President

information are placed directly

bundles of information based

under the symbol. To express

around a hierarchy of pertinent

and maintain Uniport’s functional

information. This accounts for the

and reliant qualities, the type

president’s name being the only

treatment of the company’s

thing in bold which is followed by

office documents were created

a logical grouping of title and

with this performance-based ideal

contact information , which is

in mind. A somber uniformity is

then succeeded by the other necessary information.

The complimentar y close is double-spaced below the last p a r a g r a p h o f t h e l e t t e r . L e a v e f o u r s p a c e s f o r t h e s e n d e r ’s s i g n a t u r e ; t h e s e n d e r ’s n a m e a n d t i t l e , s o i n c l u d i n g t h e a u t h o r ’s title should not be typed in the signature block on personalized letterheads

maintained to show Uniport’s

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fuctional proficiency.

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UNIPORT

UNIPORT

PERSONAL LETTERHEAD FROM THE PRESIDENT

ENVELOPE

UNIPORT Leland Barnum President Email: lbarnum@uniport.com Uniport International Relocations Corp.

86 Trinity Place New York NY 10006

Tu e s d ay D e c e m b e r 1 4 , 2 0 1 0

UNIPORT

Tel: 1 (212) 206 5030 Fax: 1 (212) 206 5031

Uniport International Relocations Corp.

86 Trinity Place New York NY 10006

Gabrielle Dutz Student Parsons: T he New School for Design 318 East 15th Street N e w Yo r k , N Y 1 0 0 0 3

D e a r M s. D u t z This letter demonstrates the solid block typewriting for mat which has been adopted as a standard for all corresondence i s s u e d by U n i p o r t I n t e r n a t i o n a l Re l o c a t i o n s C o r p.

For Uniport’s personal letterhead from the president, an extremely similar format was implemented to the corporate letterhead. The only difference being that the president’s name, Leland Barnum’s (much in the same manor as the business card),

The left margin is indicated by a gray printed dot. The first letter of the date covers the dot and sets the allignment f o r t h e m a r g i n o f t h e e n t i r e l e t t e r.

For Uniport’s envelope design,

T he inside address is single spaced two lines below the date.

the device of a simple black

The salutation is single spaced below the folding line printed o n t h e r i g h t e d g e o f t h e p a p e r.

stripe was employed to show

The body of the letter is double spaced below the salutation.

Parag raphs are single spaced and double spacing is used between p a r a g r a p h s w i t h n o i d e n t a t i o n s.

that stylistic, minute details are

The complimentar y close is double-spaced below the last p a r a g r a p h o f t h e l e t t e r . L e a v e f o u r s p a c e s f o r t h e s e n d e r ’s s i g n a t u r e ; t h e s e n d e r ’s n a m e a n d t i t l e , s o i n c l u d i n g t h e a u t h o r ’s title should not be typed in the signature block on personalized letterheads

important and to add an element of interest to an often seen and potentially mundane

C o r d i a l l y,

document . The visual voice here

Leland Barnum President

is placed directly under the

is simple but strong, as this

symbol showing the importance

document is, in all likelihood, one

of the information. The grouping

of the most frequently viewed by

of information has a relationship

people in and out of the

to the body of the letter but does

company, thus making it a

not overpower it.

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necessary statement.

11

UNIPORT MODULIGHTOR

TRUCK

BACKGROUND

MODULIGHTOR CUSTOMIZED MODERN LIGHTING

Uniport International Relocations Corp.

UNIPORT

Le Corbusier created the architectural For Uniport’s large truck design, the

“Modular” concept, a proportional

system that was employed in the

vocabulary that responds to the human scale.

business card, letterheads, and envelope were intentionally

In the seventies Paul Rudolph, the great modernist

abandoned for the visual clarity

architect-amiss of choices from the lighting industry-was

and simplicity that one line of

a formative force for Modulightor: He thought of a

type can bring. The people that

correlating concept in lighting: A source that would be

will be looking at this design the

able to create lighting solutions that are corresponding

most is motorists, who are

to situation specific requirements in terms of design,

preoccupied and have a small

amount of light, dimensions, proportions, finishes etc..

window to receive a message.

Thus, the best way to approach this is the symbol and type in it’s purest form.

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MODULIGHTOR

MODULIGHTOR

TYPOGRAPHY & COLOR

LOGOTYPE

CMYK 0 0 100% 0 RGB 255 242 45 PANTONE YELLOW HC

MODULIGHTOR The typographic choice of Futura (a sans serif typeface based on geometric shapes In devising the symbol for

and inspired by the Bauhaus)

Modulightor, the most critical

was chosen to create

factor when designing this

Modulightor’s logotype for it’s

logotype was the fact that it was

clean lines and clarity. The two

a fully established company that

different shades of yellow are a

has been in existence for many

MODULIGHTOR

subtle play on graphic

years. Thus, its new identity should

representations of light.

not be too flamboyant or radical

Simultaneously, these juxtaposition

because they are a very distinct

of colors are a smooth and

company with a fully developed

pleasing transition to arrive at the

signature. Thus, the logotype

word ‘light’ within the logo,

should be created according to

helping new viewers get an

their voice and their message of

important sense of what

chic design.

CMYK 0 0 42 0% RGB 255 248 172 PANTONE TRANSPARENT YELLOW 11-0617 TCX

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Modulightor is about.

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

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MODULIGHTOR BUSINESS MODULIGHTOR

CARD

MODULIGHTOR Ernst Wagner President ernst@modulightor.com

Modulightor Inc. Customized Modern Lighting

246 East 58th Street New York NY 10022 Tel: 1 (212) 371 0336 Ext.15 Fax: 1 (212) 371 0335 Cell: 1 (917) 498 5827

Modulightor.com

For Modulightor’s business card, emphasis was placed on

MODULIGHTOR Customized Modern Lighting

creating a system around the

Showroom hours: 9am-5:30pm Monday-Friday

‘light’ portion of the Modulightor

246 East 58th Street New York, NY 10022

logotype. Set against a gray

“...it ʼs as if the walls are caressing you with their light.” -Paul Rudolph

background to heighten the yellow coloration, Modulightor’s pertinent information was

APPLICATIONS

grouped and created under the bright yellow accent, with the president’s name being dramatically left justified to make the most important piece of information clearly and distinctly

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stand alone and be separate..

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MODULIGHTOR

MODULIGHTOR

CORPORATE

PERSONAL LETTERHEAD FROM THE PRESIDENT

LETTERHEAD

MODULIGHTOR

Mo dulig ht o r Inc. Cust o miz e d Mo de r n Lig ht ing

246 Ea st 58t h S tree t N ew Yor k NY 10022

Te l: 1 ( 212) 371 0336 Fax: 2 ( 212) 371 0335

Em a il: sa les@m od uligh t or.com w ww.m od uligh t or.com

MODULIGHTOR

Ms. Gabrielle Dutz Student Parsons: The New School for Design 318 East 15th Street New York, NY 10003

making linear formations in grouping the information, allowing the logo to serve it’s purpose of corporate identification. All the

Dear Ms. Dutz, This letter demonstrates the solid block typewriting format which has been adopted as a standard for all correspondence issued by Modulightor Inc.

The left margin is indicated by a gray printed dot. The first letter of the date covers the dot and sets the alignment for the margin of the entire letter.

The inside address is single spaced two lines below the date.

For Modulightor’s personal

The salutation is single spaced below the folding line printed on the right edge of the paper.

The body of the letter is double spaced below the salutation.

Paragraphs are single spaced and double spacing is used between paragraphs with no indentations.

same system was employed as

The complimentary close is double-spaced below the last paragraph of the letter. Leave four spaces for the senderʼs signature; the senderʼs name and title are entered in two single-spaced lines.

Please note that personalized letterheads already bear the senderʼs name and title, so including the authorʼs title should not be typed in the signature block on personalized letterheads.

the corporate letterhead. The only exception is the inclusion of the president’s information. When

Cordially,

considering its placement, the Ernst Wagner

The salutation is single spaced below the folding line printed on the right edge of the paper.

The body of the letter is double spaced below the salutation.

Paragraphs are single spaced and double spacing is used between paragraphs with no indentations.

The complimentary close is double-spaced below the last paragraph of the letter. Leave four spaces for the senderʼs signature; the senderʼs name and title are entered in two single-spaced lines.

Please note that personalized letterheads already bear the senderʼs name and title, so including the authorʼs title should not be typed in the signature block on personalized letterheads.

Cordially,

deciding factor was the recipient’s

way that shows hierarchy and

immediate awareness of who the

does not compete for attention,

sender is and their role in the company.

allowing the body and the

This was achieved with alignment

necessary information to be the

placed directly above the body

focus and nothing else that could

copy, which appears to be

have the potential to be distracting.

The left margin is indicated by a gray printed dot. The first letter of the date covers the dot and sets the alignment for the margin of the entire letter.

The inside address is single spaced two lines below the date.

letterhead from the president, the

pertinent information is intentionally placed next to the logo but in a

Email: sales@modulight or.com www.modulight or.com

Ms. Gabrielle Dutz Student Parsons: The New School for Design 318 East 15th Street New York, NY 10003

This letter demonstrates the solid block typewriting format which has been adopted as a standard for all correspondence issued by Modulightor Inc.

that was designed centered on

Tel: 1 (212) 371 0336 Fax: 2 (212) 371 0335

Tuesday December 14, 2010

Dear Ms. Dutz,

letterhead , the information system

246 East 58t h S tree t N ew Yor k NY 10022

Er nst Wagner President er nst@modulight or.com

Tuesday December 14, 2010

For Modulightor’s corporate

Modulight or Inc. Cust omized Moder n Lighting

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effective.

Ernst Wagner

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MODULIGHTOR MODULIGHTOR

MEMO

ENVELOPE

FORM

MODULIGHTOR

MODULIGHTOR

Memo

Modulight or Inc. Cust omized Moder n Lighting 246 East 58t h S tree t N ew Yor k NY 10022

For Modulightor’s envelope, the same type treatment created for the letterhead is used in the envelope. As pleasing as the yellow

In developing the Modulightor memo

is, it is not sufficient for something as

form, the main concept of differing

formal and widely used as an

shades of gray was introduced.

envelope; thus, using the yellow as a

Because memos are typically

device could potentially threaten

interoffice documents, more liberties

the reader’s legibility, defeating the

could be taken with the coloration.

purpose of creating corporate

The same information system is

documents. Thus, the black type

employed; simultaneously, the

Modulight or Inc. Cust omized Moder n Lighting

246 East 58t h S tree t N ew Yor k NY 10022

clearly defines the necessary

differing shades of gray bring out

Tel: 1 (212) 371 0336 Fax: 2 (212) 371 0335

Email: sales@modulight or.com www.modulight or.com

information and coexists nicely

and heighten the yellow colors of the

with the logotype.

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logo.

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TO

R

M

POSTER

O

D

U

LI

G

H

R

M

O

D

U

O M O

D

U

LI

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H

TO

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Comments:

R G LI

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to industry peers loomed heavy in the

In developing the Modulightor fax

employed in the creation of the

O

Em ai l : sal es@ m odul i ght or.com w w w. m odul i g ht or. c om

M

Tel : 1 ( 212) 371 0336 Fax : 2 ( 212) 371 0335

design choices. Playing with angles, the point of light developed out of

Modulight or Inc. Cust omized Moder n Lighting

type, much in the same way that the

design of the fax form. However,

logo is a play on what graphically

246 East 58t h S tree t N ew Yor k NY 10022

dut to functionality reasons, the fax

comes to mind when one thinks of

www.Modulight or.com

form is viewed in black and white,

light and sun. By featuring the word

an intriguing litmus test of the

‘illuminate’, the poster maintains the

logotype. Even with the absence

company’s classic modernism

of its vibrant yellow color, the mark

aesthetic by being minimal in its

still proves to be successful and

elements but thoughtful in its

functional.

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creation.

MODULIGHTOR

R TO H G LI

E

memo form were used in the

TO R

246 East 58t h S t ree t N ew Yor k N Y 10022

AT

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it’s purpose of marketing and display

LI G H TO R M O D U

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In creating the Modulightor poster,

IN

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From:

LI G H TO R M O D U

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Fax Number:

Modul i g ht or Inc .

Cust om i zed Moder n L i g ht i ng

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To:

LI G H TO R M O D U

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Number of pages including this page:

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U LLIG I G HTO R MO DU LIG HTO R MO DU MO R HTO LIG DU MO R HTO LIG DU MO R H MO DU LIG HTO TO R M O D U LI G H TO R M O D U LI G H TO

Date:

form, the same devices that were

LI G H TO R M O D U

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FORM

MODULIGHTOR

Fax

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MODULIGHTOR PACKAGING

MODULIGHTOR

MODULIGHTOR

S P OT

PACKAGING

MODULIGHTOR

FLOOD

Modulightor’s packaging is a crucial piece of communication and branding, as the entire basis of the operation relies on the products they are selling; www.modulight or.com

246 East 58t h S tree t N ew Yor k NY 10022

Modulight or Inc. Cust omized Moder n Lighting

246 East 58t h S tree t N ew Yor k NY 10022

create a compulsory part of a spatial

www.modulight or.com

realm and go above and beyond to

Modulight or Inc. Cust omized Moder n Lighting

products that far exceed their physical

experience. With that in mind, the packages are metaphorical: abstract representation of what lies beneath, the experience, which is much more valuable.

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25

TA S K

NOTES

This book was created using the following programs: ADOBE ILLUSTRATOR (Creative Suite 5) ADOBE IN DESIGN (Creative Suite 5) Modulight or Inc. Cust omized Moder n Lighting

246 East 58t h S tree t N ew Yor k NY 10022

PACKAGING

PRODUCTION

www.modulight or.com

MODULIGHTOR

MODULIGHTOR

The type used throughout the entirety of the book is Century Gothic and the thematic color employed is CMYK Cyan (C=100 M=0 Y=0 K=0)

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