The visual development guide
Motown Empowers.
Giving voice to the voicelss 6 Re -branding Motown
Carrie Ann Inaba Inaba is a dancer and choreographer, she worked for several television series, including American Idol, American Juniors, All American Girl, and He’s a Lady. CREDI T/ PHOTO GR APHER: FAY ES SAD O U
Our nex t vision 7
“When I was three, my teacher gave us chiffon scarves, she turned on some music and said, ‘Now go dance.’ For me, dance has always been about self-expression. — Carrie Ann Inaba, Dancer and Choreographer.
Visual Strategy Guide
01 VISUAL RESEARCH Visual analysis
10
Logo evolution
16
02
03
04
VISUAL PROCESS
NEW VISION
NEW ACT
Initial logo sketches
30
Logo development
64
Typeface research
88
Digital sketches
45
Further studies
76
Final word mark
90
Final logo
98
Skype’s Guidelines
100
Similar logos
102
01
VISUAL
Visual analysis
10
Logo evolution
16
Visual Research
Visual Analysis Looking back at history and Motwon’s visual style in the past.
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Early Design Motown had many different visual designs through out the years and many of them were linked to the era they were designed in. Therefore, we looked back at posters, record albums and published articles between the 1950s and throughout the 1980s. The time when Motown peaked and was greatly successful. During our research, we have found that Motown used repetitive elements such as, bold lines, arrows, stars, and the color red as an element to show fame, stardom, and even pride. The same goes for the typefaces, they’re always expressive which is also highly inspired by that time. Moving on to image treatments, we looked at many album covers and picked a few for inspiration. Images that don’t always bleed all through the edges but also those who are smaller and on a background color.
Re -branding Motown
Visual Research 13 Visual Strategy Guide
A supplement in Hitkit Magazine US trade magazine hitkit published a 30 pages Motown supplement in 1968, profiling its businesses and workforce. CREDI T/ B O OK : MOTOWN: T HE SO UND OF YO UNG AMERICA BY BARNE Y AL ES & ANDRE W LO O G OL DHAM
Visual Research 14
Selected designed work Above: A classic Motown poster from the 1960’s, the stars are very expressive and look hand drawn. Right: Record album covers, they all have strong and expressive typefaces with images on colored backgrounds. Re -branding Motown
CREDI T/ B O OK : MOTOW N: T HE SO UND OF YO UNG AMERICA BY BARNE Y AL ES & ANDRE W LO O G OL DHAM & ADAM W HI T E
Visual Research
15
Visual Strategy Guide
Visual Research
Logo Evolution The designer behind the iconic logo and some of most known album cover designs.
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Inspired by the city Before starting with the new logo and its vision, we must trace back and look at Motown’s initial logo designs and what each stood for. Motown as a name and logo was inspired by the city of Detroit, long recognized as the historic heart of the American automotive industry, Detroit took on the nickname “Motor City.” Designer behind the logo. Motown had a series of logos over the years. Its most famous is the square ‘M’ logo designed in 1965, The iconic graphic became recognizable as the symbol for the Motown brand. Bernie Yeszin was a Motown art director who designed many of the label’s famous album covers and created the iconic “M” logo. Yeszin was hired by Berry Gordy, as Tamla Motown began to emerge as an industry force, in 1962, Yeszin worked at the company until 1968. For part of that time, he worked in a makeshift attic office space at Motown’s now celebrated house on West Grand Boulevard.
Re -branding Motown
Visual Research 17 Visual Strategy Guide
Designer Bernie Yeszin Some of Bernie’s designed work for Motown. CREDI T/ W EB: YO U DISCOVER MUSIC
THROUGHOUT HISTORY These are some of Motown’s logos , they’re all greatly inspired by the ‘Motor City’, Detroit. Visual Research 18
1959
1959–1962
Motown used to be known as ‘Tamla’, type was condensed with a symbol of the universe on top; many record labels have a circular shaped graphic.
Motown stands for ‘motor’ which stands for Detroit, the motor city and this logo derived from that concept, resembling a vehicle and have the Os create the wheels of the car and the letters T, M, and W create the body of the car.
Re -branding Motown
Visual Research 19
1962–1965
1970
1965–present
The logo here still feels big, strong and resembles the feel of a car, the fact that Motown is in italic gives it a movement
The four labels of Motown sound, they all have their own color as well as condensed bold type.
Motown went minimal and basic, a monogram created out of shapes, keeping the bold and strong feel.
Visual Strategy Guide
02
VISUAL
Initial logo sketches
30
Digital sketches
45
Visual Process
Initial Logo Sketches The process to find the right mark.
Inspiration from the past Coming up with the right keywords that is closely linked to our new vision is inspired by the visual research we have done earlier. Looking back at what symbols and elements stood for the old and new Motown. 22
But before doing so, we looked at many different options and elements, sketched different possibilities and ways to represent the new Motown without losing its old soul. Therefore, we used three keywords that translated our mission, Empower, Unite, and Redefine; which led to icons that were dissected in three different camps: Symbolic, Graphical and Wordmark.
Re -branding Motown
Visual Process 23 Visual Strategy Guide
The word ‘Elvated’ in symbols A few sketches of symbols that signifies elevation, empowerment, confidence and freedom.
KEYWORDS WE USED We used three keywords for our new Motown mission which also translates in out logo sketches, we started by putting them in three different camps, Symbolic, Graphic, and Word mark. Visual Process
Empower Empower the minorities and aiming to encourage them, increase their confidence and skills.
Unite 24
Encourage Collaboration rather than competition to create a positive learning and supportive environment.
Redefine Breaking the racial stereotype through a artistic self expression.
Re -branding Motown
UNITE / A SUPPORTIVE BOND Symbolic, In the Symbolic Section we concentrated heavily on the idea of having a supportive bond and creating a sense of unity.
Visual Process
Animals / Lions and Deers A strong family bond &Linked to Michigan, as well as Detroit.
26
Human / People’s bond Coming together & helping each other.
Re -branding Motown
Visual Process
Shapes / Geometric The idea of creating a supportive system.
27 Visual Strategy Guide
UNITE / A SUPPORTIVE BOND Symbolic, Looking at symbols that are linked to music as well as ancient symbols that stand for unity.
Visual Process
Shapes / Wave line The wave line of a sound or music.
28
Shapes / Historic Symbols in history.
Re -branding Motown
Visual Process
Outcome The symbolic sketches for word ‘Unite’ seem to be too complicated. A person has to read, research, and ask to know the meaning behind every single one of those symbols.
Moving forward 29
The idea of sound and wave lines could be useful but needs further investigation.
Visual Strategy Guide
UNITE / A SUPPORTIVE BOND Graphic, In the Graphic Mark section, we relied heavily on shapes and the letter M to create unity.
Visual Process
Shapes / Geometric The idea of creating a supportive system.
30 Re -branding Motown
Visual Process
Shapes / Historic Symbols in history.
31
Shapes / M’s together Creating a shape out of the letter M
Human / Historic Symbols in history.
Visual Strategy Guide
Visual Process
32
Re -branding Motown
Visual Process
Outcome The star symbol made out of the letter M’s looks interesting, fits with Motown’s stardom, Gordy once said, “Create a place where a kid off the street could walk in one door, an unknown, go through a process, and come out another door, a star. 33
The ‘Unite’ as a keyword is essential when dealing with people, because together we create a strong bond, a system, and support. However, many of them failed to show the Motown spirit, they dont seem to be strong enough and far away from the performing arts look and feel. On the other hand, the star is linked to being famous and confidence
Moving forward Visual Strategy Guide
Creating a star out of putting the letter M together does look like it could belong to the feel of ‘confidence’ and ‘empowerment’. Perhaps it belongs to the keyword ‘Empower’ instead of ‘Unity’ and explore more possibilities.
UNITE / A SUPPORTIVE BOND Wordmark, taking elements from both the Symbolic and Graphical mark to create a united visual within the word mark.
Visual Process
Animals / Lions and Deers Showing support in the wordmark.
34
Human / People’s bond Creating the Letter M by showing two hands together.
Re -branding Motown
Visual Process
Shapes / Geometric Using elements that show a link.
35 Visual Strategy Guide
UNITE / A SUPPORTIVE BOND Graphic, concentrating more on what sound and music could look like as visual elements.
Visual Process
Shapes / Music Symbols that are related to music.
36 Re -branding Motown
Visual Process
Outcome The keyword ‘Unite’ will be eliminated in the next phase of logo sketches, for the reason that it did not resonate and was too complicated to comprehend.
37
Research may have helped find new ways to show the word, unfortunately, it was far from the soul, mission, and what Motown aims for, and that is to unify the minorities in the performing arts industry.
Moving forward The idea of unity could be shown in the another way and form instead of the logo.
Visual Strategy Guide
REDEFINE / BREAKING FREE AND CHANGING Symbolic, in the symbolic section we used different concepts to show the idea of freedom and change. For example, a butterfly changes as it grows, a chameleon changes color according to it surrounding and the same goes for mimic octopus. We also used shapes breaking free from each other. Visual Process
Animals / Butterfly, Mimic Octopus & the Chameleon: Animals that are known for their ability to change or grow.
38
Shapes / Breaking-Free
Re -branding Motown
Visual Process
Outcome The concept behind the animals chosen for the keyword ‘Redefine’ is conceptual, but they are starting to feel like they belong to an environmental or sustainable organizations.
Moving forward 39
Showing freedom, redefinition, and breaking stereotypes using shapes instead of animals.
Visual Strategy Guide
REDEFINE / BREAKING FREE AND CHANGING Graphic, In the graphic mark section, we used shapes to show two different sides, to illustrate the idea of freedom.
Visual Process
Shapes / Two sides that are breaking free from each other.
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Human / Freedom The feeling of being free and light
Re -branding Motown
Visual Process
Theater/ Spotlight Finding ways to link back to the performing arts idea.
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Shapes/ Two sides Showing different elements in one.
Visual Strategy Guide
REDEFINE / BREAKING FREE AND CHANGING Word mark, Taking elements from both the Symbolic and Graphical mark to create a united visual within the word mark.
Visual Process
Shapes / Using shapes in general to redefine
42 Re -branding Motown
Visual Process
Theater/ Spotlight Using elements from graphic marks.
43 Visual Strategy Guide
Visual Process
44
Re -branding Motown
Visual Process
Outcome The marks on the left illustrate the idea best, they have a stage feel to them, spotlights and shadows.
Moving forward 45
Exploring more arrows and how they can integrate with the spotlights and the letter ‘M’.
Visual Strategy Guide
EMPOWER / CONFIDENT AND STRONG Symbolic, the idea of showing symbols that are linked to strength, power, confidence and pride.
Visual Process
Animals / Lions to symbolize strength and power.
46
Crown / Power and confidence.
Re -branding Motown
Visual Process
Animals / Wings Symbolizes pride.
47
Shapes / Stars Stardom, center of the stage, combined with different arrows.
Visual Strategy Guide
EMPOWER / CONFIDENT AND STRONG Symbolic, looking at what symbolizes strength, knowledge, and pride when it comes to humanity and as a whole.
Visual Process
Shapes / Arrows The feeling of being elevated on stage and speakers.
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Human/ Simple elements that illustrates empowerment.
Re -branding Motown
Visual Process
Human/ Dance and Body movements.
49
Visual Strategy Guide
EMPOWER / CONFIDENT AND STRONG Graphic, looking at everything from the past keywords, we merged different elements together.
Visual Process
Misc./ Elevation Being elevated & empowered.
50 Re -branding Motown
EMPOWER / CONFIDENT AND STRONG Word Mark, taking elements from both the Symbolic and Graphical mark to create a united visual within the word mark.
Visual Process 51 Visual Strategy Guide
Visual Process
52
Re -branding Motown
Visual Process
Outcome The Arrow and Shooting star combined with the letter ‘M’ illustrated the idea of being empowered, because both are linked to theater, Motown’s mission, as well as being confident, proud and empowered.
53
Moving forward The word elevation will be linked to the keyword ‘Empower’ because Motown strongly believes in helping their audience feel strong, proud, and fierce. Making sure they’re also able to express themselves freely.
Visual Strategy Guide
Visual Process
Digital Sketches Transforming the hand sketched into computer-based vectors.
54
Thoughts before starting As we were developing our graphical mark, we have learned that encouraging minorities to be confident and making sure we give them the right tools and skills to feel empowered is essential. Therefore, the feeling of being elevated and empowered is an important element in our new logo. Motown, wants to help the audience to feel strong, proud and encourage them to embrace their talent, not forgetting that they are already stars in the performing arts industry. During the computer phase While we were turning the sketches into vector formats to be used on the computer, we have noticed that many details got lost. But eventually, we found the right way to tackle the new mark and show its expressive trait.
Re -branding Motown
Visual Process 55 Visual Strategy Guide
Printed logos Comments were, “Very rigid and not human enough.�
EMPOWER / BEING ELEVATED Arrows, stars, stage, and spotlights are what work best. Manipulating the symbols in the monogram.
Visual Process
M 56
M T
WN
M
Re -branding Motown
REDEFINE / CHANGING PERSPECTIVE) Breaking stereotypes and showing two different sides of the ‘M’ to emphasize the idea.
Visual Process
M 57 Visual Strategy Guide
Visual Process
M 58
Re -branding Motown
Visual Process
Outcome The digital version is a little too sharp, Bold M’s can sometimes look like MTV’s logo. Therefore, Many of the logos lost its texture when they were tunred into vector based.
Moving forward 59
However, the selected logos are worth exploring more. Perhaps with a sharper pencil or a brush, a medium that could give more texture and feel to the M’s.
Visual Strategy Guide
Visual Process 60 Re -branding Motown
Maya Angelou Was an American poet, and civil rights activist, she published seven autobiographies, three books of essays, several books of poetry. CREDI T/ D O CUMEN TARY: ST IL L I RISE
Visual Process
“Nothing can dim the light that shines from within.” — Maya Angelou, Poet and Civil Rights Activist.
61 Visual Strategy Guide
03
NEW
Logo development
64
Further studies
76
New Vision
Logo Development Narrowing down ideas and concepts.
Going back to sketches The first phase of turning the sketches into digital logos did not work, therefore we had to go back to the sketching phase, we stopped using the old regular wooden pencil and sharpener. However, we moved into using a mechanical pencil to achieve sharper edges and perhaps more depth. 66
We then decided to use a fine brush and acrylic paint to experiment with texture and find out if we can create interesting shapes and strokes, because, after all, the new Motown says, “I’m expressive, creative, talented and empowered.� The new computer-based logos After experimenting and going back to hand sketches elements and marks, we have stumbled upon a great way to represent our new logo.
Re -branding Motown
New Vision 67
More sketches of the ‘M’ More sketches of the letter and finding ways to link it to theater.
Visual Strategy Guide
EMPOWER / ELEVATE AND EXPRESS Going back to pencil sketches, to show the artistic side and freedom of artistic expression.
New Vision
Misc./ Spotlight Focal point.
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Misc./ Arrow Being elevated & empowered.
Re -branding Motown
REDEFINE / CHANGING PERSPECTIVE) Breaking stereotypes and feeling free is an interesting way to communicate the idea.
New Vision
Misc./ Flat Two different sides of the M.
69
Misc./ 3D Two different colors or patterns.
Visual Strategy Guide
EMPOWER / BREAKING STEREOTYPES Breaking stereotypes and showing two different sides, in this case, we decided to use a slab serif with a serif to showcase the concept clearly.
New Vision 70 Re -branding Motown
New Vision
Outcome The Monogram seems to be too thick, bold and does not communicate artistic expression. The same goes with the colors, therefore it is eliminated.
Moving forward 71
The slab serif is well grounded and gives the feel of strength, will be taking this into the word mark phase.
Visual Strategy Guide
REDEFINE / BREAKING STEREOTYPES Showing two strong and bold sides, minorities come from different backgrounds but they’re all strong and talented. we added a tick between the M to illustrate positivity. New Vision 72 Re -branding Motown
New Vision
Outcome The graphic mark and colors are bulky and give a sports feel rather than performing arts.
Moving forward 73
Staying away from merging colors that are too vibrant. One can be vibrant while the other is more quiet and acts as a supportive role.
Visual Strategy Guide
EMPOWER / UNDER THE SPOTLIGHT The idea behind this graphic mark is the element of a focus point or view point, that is seen inside a camera; being under the spotlight and in focus.
New Vision 74 Re -branding Motown
New Vision
Outcome The mark illustrates the concept well. However, it does not work well with Motown’s new vision, because it is starting to look more feminine. Perhaps close to an organizational firm looking to empower women. Therefore, this graphic mark will be eliminated. 75
Moving forward The arrow is essential in Motown’s new vision and will be carried in the next phase as well as breaking the ‘M’
Visual Strategy Guide
EMPOWER / ELEVATE AND EXPRESS Strong brush stroke to show strength and power and the arrow for empowerment.
New Vision 76 Re -branding Motown
New Vision
Outcome The brush stroke mark is strong and works well with the idea of artistic selfexpression, elevation and confidence.
Moving forward 77
A few more brush stroke studies to look for the right texture and feel while cleaning up the edges for a cleaner more modern look.
Visual Strategy Guide
New Vision
Further Studies Texture and brush strokes.
During the process Previously, we stumbled upon a great graphic mark that we will take forward. However, this is a few more studies with different brushes to find the right brush stroke width, texture, and even medium. 78
As we previously mentioned, we have used Acrylic water-based paint, synthetic brush 0.6, as well as different textures but mostly on a matt surface. We experimented with different kinds of paper, such as, smooth, colored, news sheet, textured paper, and sketching paper. Our findings After our experiment, we have found that a combination of the old mark we created and textures from the new studies worked best. As well as, keeping the paint a little dry, brush at an angle and drawing the logo in a slow but expressive manner worked best.
Re -branding Motown
New Vision 79
Studying brush strokes Testing the brush stroke with a 6.0 synthetic brush on a colored textured sketching paper.
Visual Strategy Guide
EMPOWER / ELEVATE AND EXPRESS Different possibilities of the brush stroke, serif, san serif, and free hand written marks.
New Vision 80 Re -branding Motown
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Visual Strategy Guide
New Vision
Final Graphic But, what is it really made up of?
Examining the logo Our logo was carefully designed, we took elements from the past and combined new components to it, to keep it looking modern, expressive, and empowered.
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Motown’s new logo is a combination of ‘M’ as the monogram that was always used and recognized as Motown’s iconic letter, a brush stroke to show its expressive trait, and finally but not least, an arrow to symbolize empowerment. The ‘M’ monogram It’s very important to us to keep Motown alive, to keep its iconic name and everything that it has done in the past. We have done that by keeping the monogram ‘M’ but we highlighted it further. The ‘M’ stands for the soul of Motown, for the city that made Motown, and for the legacy that it had left behind. The brush stroke A brush stroke was the best way to illustrate the word expressive, and it is also linked to the arts industry in general. Using a familiar element and using it to show the word “elevation” was successful.
Re -branding Motown
The Arrow An arrow pointing up usually symbolizes direction, force, movement, power, and empowerment; since, the new Motown aims to empower minorities, the arrow is a great element to use in our new logo. It also, signifies positivity pride and confidence.
+
Space, to show the breaking free aspect.
New Vision
M+
Elevated and Empowered
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Tick mark for positivity.
Visual Strategy Guide
Brush Stroke to show artistic freedom of expression.
New Vision 84 Re -branding Motown
Octavio Paz / 1914–1998 Was a Mexican poet, he was awarded the 1981 Miguel de Cervantes Prize, the 1982 Neustadt International Prize for Literature, and the 1990 Nobel Prize in Literature. CREDI T/ W EB: GUARDAGUJAS
“Deserve your dream.” New Vision
— Ocatvio Paz, Dancer and Choreographer.
85 Visual Strategy Guide
0 4 03
FINAL
Typeface research
88
Final word mark
90
Final logo
98
Skype’s Guidelines
100
Similar logos
102
Final Act
Typeface Research Powerful and strong is what Motown aims for.
Overall information Hurme Geometric Sans is a typeface designed by Toni Hurme. It is a series of Four font families, they feature different qualities but share the same proportions.
90
Typeface choice We used Hurme Geometric Sans No.1, it includes seven weights with true SmallCaps and obliques. It is an Opentype which makes a versatile family that can be adjusted for specfic needs. The typeface has two main characteristics, Sharpness and Titling alternate. The Sharp corners consists of a single point, shapes will stay sharp no matter the scale while The Titling alternate feature will a baseline and caps height that allows very tight leading.
Re -branding Motown
Final Act
MOTOWN —Hairline
MOTOWN —Hairline Oblique
MOTOWN —Light
MOTOWN —Light Oblique
—Regular
MOTOWN
—Bold
MOTOWN —Bold Oblique
MOTOWN —Black
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MOTOWN
MOTOWN
MOTOWN
—Black Oblique
—Regular Oblique
MOTOWN —Semibold
MOTOWN
Hurme Geometric Sans No.1 These are all the weights that it has, but we are only going to use the semibold for the wordmark.
—Semibold Oblique
Visual Strategy Guide
Final Act
Final Wordmark Details and concept behind the wordmark.
Pre wordmark Before looking at the final word mark, let us take you into three different phases that we like to call ‘Acts’, they’re basically the three main sketch phases we went through to design the perfect mark. 92
Motown aims to look strong, so we chose Hurme Geometric No.1 as our workmark typeface because its round,friendly, expressive, yet bold and sharp. Therefore, we studied the typeface and turned it into a mark that reflects Motown’s new soul, compliments the graphic element; while making sure it does not get too feminine and stays contemporary and strong The concept Since Hurme Geometric Sans No.1 is known for its ‘Sharp Edges’, we decided to use the pointy edges in our logo. The reason behind picking this typeface for the logo is because the new Motown stands for being ‘Sharp’.
Re -branding Motown
TYPEFACE DISSECTION The typeface Hurme Geometric Sans No.1 in Semi bold and All Caps will be used for the word mark.
Final Act
O Sharp Edges: Stands for being Sharp, Empowered and definitely stands out anywhere.
Almost A Perfect Circle: Stands for Friendly and Unity.
Visual Strategy Guide
Funny Flare: The ‘W’ flares up in an odd way which will be changed in the word mark.
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MOTOWN
WORDMARK / ACT I
WM +
=
M
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MOTO N M
Final Act
Hurme Geometric has Sharp edges and Round circles, Tough but friendly. The slap serif were added as well as change the ‘W’ into a flipped ‘M’ to create harmony and the idea of breaking stereotypes because we are all equal.
A flipped M.
Re -branding Motown
Sharp edges for Strength
Rounded O’s for friendliness.
Flipped M, different but equal.
Final Act
MOTO N M
Added Slab for being grounded
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MOTO N M
First wordmark The W feels out of place and creates an odd shape.
Visual Strategy Guide
WORDMARK / ACT 2 Hurme Geometric Sans No.1, the measurements of the typeface had to be adjusted to reflect motown’s new look, empowered, strong, yet friendly.
Final Act
O and T stick out Breaking Stereotypes.
A new ‘W’ is M + Used the M and flipped it to create a better angle.
96
MOTO N
0.06’’
Sharp Edges stick out Empowered and not afraid.
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Aligned Strokes and edges To create an even look, the edges were aligned to each other and then the strokes were aligned separately.
Final Act
Serifs were added To add that feel of being grounded and also strong.
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pre final word Mark The ‘W’ looks better but still needs some harmony and balance.
Visual Strategy Guide
FINAL WORDMARK / ACT 3 Kerning for better space and aligning the slab serifs to achieve balance.
Final Act
The ‘T’ aligns with the upper slab serifs
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All slab serifs are aligned.
Also aligns with each other.
Creating space between the letters for balance.
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Final Act 99
Final word Mark Harmonious word mark ready to be used.
Visual Strategy Guide
Final Act
Final Logo Motown’s new logo is ready.
100
Conclusion After all the research, sketches and studies we have made, we’re pleased to say that we have reached the final logo, and ready for the world to see the new Motown’s logo, it’s the perfect combination of elements that create the right look and feel of Motown’s new look. Empowered, strong, and definitely a great positive force in the performing arts community.
Re -branding Motown
Final Act 101 Visual Strategy Guide
Motown’s new logo Ready to be used to represent our new mission and soul.
Final Act
Skype’s Guidelines Inspired by Skype’s friendly language.
Introduction A few companies have interesting brand guidelines, Skye’s design stood out the most merely because we are attracted to friendly and simple.
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Why Skype? Skype’s simplicity is one that stood out, it was not about the logo as much as the look and feel, more like what Skype is trying to communicate with its audience, their Visual System Guidelines is fun for any person to read and not just a designer. We enjoyed flipping through the pages because it felt like Skype was talking to us, a friendly way of communicating with the designer, creates warmth and easiness. The Cloud concept The Logo is a Cloud, just a cloud. Our own interpretation was that a cloud can be seen all over the world and that is another form of communication. Using a very simple forms of circles to create the cloud is very interesting, especially that Skype really took the time to explain how the designed their Cloud Logo.
Re -branding Motown
Clouds Dos and Donts Even clouds have donts, The way Skype handles it’s ‘Cloud’ is unique and the fact that they treat as an important icon is intriguing. Making sure, there’s only one way of drawing the Skype’s Cloud.
Final Act 103
Skype’s visual guidelines Screen shots from the guideline, the pages that illustrate simple communication very well.
The illustrations The way Skype categorized it’s illustration makes it very simple to use and fun too. As a designer, I’d be looking forward to use the illustrations. Not only because it looks fun, but also because it like it belongs to Skype. Visual Strategy Guide
Photography Skype has an ease to it, the way it handles illustrations with images maybe seem complicated at first but very easy to navigate once we look at their booklet.
Final Act
Similar Logos Comparing marks with our monograms to find similarities and differences. A look at all ‘M’ logos. We conducted a research to look at other organizations, and projects that use the letter ‘M’ as a logo, because it is important to stay in the game and see what’s out there. Therefore, we came across many logos, some had similar elements as ours which others remained different.
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Melbourne logo In conclusion, every logo has its own personality, concepts, and traits. Many of those logos were beautiful and had many positive aspects to them. However the one that stood out the mos for is Melbourne’s logo. The City of Melbourne is a dynamic, progressive city, internationally recognized for its diversity, innovation, sustainability, and livability. Therefore, Melbourne’s new logo is full of “sophistication on the world stage, capture the passion of its people, and provide the city with a unified, flexible and has a future focused image. At the heart of the new design, the bold “M” presents a full expression of the system, immediately recognizable and as multifaceted as the city itself: creative, cultural, sustainable. A celebration of diversity and personal interpretation that is both future-proof and iconic”. —Landor Associates
Re -branding Motown
Final Act 105
CREDI T/ WEB SI T E: L AND OR L AND OR | B R AND CONSULT ING AND DESIGN .
Visual Strategy Guide
City of Melbourne logo Reversed logo as well as all the alternative graphic marks.
A CLOSER LOOK AT THE LOGOS What brings all of those logos together is the fact that they all have the letter ‘M’ as a monogram. First we will examine the logos that look similar to our final logo. Final Act 106 Re -branding Motown
Mohawk: A paper mill company, their logo resembles paper rolls, however the colors and shapes are as expressive as our logo.
M Resort, Spa, Casino: The ‘M’ here has a swoosh in the middle and so does our logo.
Matter: A non profit that believes in the simple act of being resourceful can change the world and the arrow explains it well.
Metro of Catania A re-branding project by designer Danilo De Marco, the missing stroke in the ‘M’ creates an interesting space and inviting.
Mikel Rumsey Salon The handwritten element feels human and approachable.
Mtv The M is bold and strong however the ‘TV’ feels like a handwritten element, while the letter ‘V’ has the shape of a tick mark.
Final Act
MA S T E RI
BU DA PEST T R A NS P ORT
renan maroes nevs 107 Visual Strategy Guide
A combination of Monograms All the logos here used the ‘M’ to represent their organization, either by adding shapes or removing parts of the letter M to create conceptual visuals.
108 Re -branding Motown
Gordy and Maxine Powell Berry Gordy and Maxine Powell testing a new camera, 1964 CREDI T/ PHOTO GR APHER: FAY ES SAD O U
“Create a place where a kid off the street could walk in one door, an unknown, go through a process, and come out another door, a star.” 109
— Berry Gordy, Founder of Motown
Visual Strategy Guide
Final Act 112
Time to reveal what’s under the curtains.
Re -branding Motown
Sources
Final Act
Body Copy: Motown: The sound of young America By Adam White and Barney Ales Motown Museum motownmuseum.org Motown Records motownrecords.com The Motown Effect Short Documentary
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Photography: Istock photos Pintrest Tumblr Getty Images
Visual Strategy Guide
Colophon
Printed and bound with Blurb Designed by Hamda AL Naimi Typefaces Atlas Grotesk Publico Hurme Geometric No.1 Paper used Eggshell textured uncoated finish Manufactured by Mohawk Fine Papers. A project created for Academy of Art university Instructor Hunter Wimmer Nature of identity Spring 2017