GR604 Student Project (Peace Corps) - The Visual Development Guide

1

Visual Development Guide

2

P E A C E C O R PS V I S U A L D E V E LO P M E N T G U I D E / / S T U D E N T P R OJ E C T

3

4

P E A C E C O R PS V I S U A L D E V E LO P M E N T G U I D E / / S T U D E N T P R OJ E C T

5

Visual Development Guide

6

Contents

P E A C E C O R PS V I S U A L D E V E LO P M E N T G U I D E / / S T U D E N T P R OJ E C T

01 02 03 Introduction Page 09

Logo Development Page 15

Finalization Page 41

7

8

P E A C E C O R PS V I S U A L D E V E LO P M E N T G U I D E / / S T U D E N T P R OJ E C T

01 Introduction

In order to develop the rebrand strategy, it is important to acknowledge the designs that the Peace Corps has used in the past.

Welcome to the first chapter of the Visual Development Guide.

This book is full of information about the design development of the logo.

Because there have been so many significant designs in the past, it is necessary to acknowledge them before the sketches begin.

9

10

History of Logos & Design

1961

Annual Report

1965

Annual Report Cover

1967

Annual Report Cover

1971

Annual Report Cover

1972 Stamp

1973

ACTION Logo

1982

Peace Corps Logo

P E A C E C O R PS V I S U A L D E V E LO P M E N T G U I D E / / S T U D E N T P R OJ E C T

11

1984

Peace Corps Logo

1987

Peace Corps Logo

1997

Peace Corps Logo

1997

2011

2006

2016

35th Anniversary Logo

Peace Corps Logo

Rebrand

45th Anniversary Logo

?

2022

Rebrand

12

Mission

We strive to break barriers and create friendships, in order to work together to establish a better future for humanity.

P E A C E C O R PS V I S U A L D E V E LO P M E N T G U I D E / / S T U D E N T P R OJ E C T

13

Keywords Strategic

Implementing intentions in order to address a topic as large as world peace requires multiple, diverse perspectives and levels of operation.

Understanding

Looking at situations from an empathetic and understanding viewpoint. Working towards compassion and equality throughout all situations.

Collaboration

Prioritizing the need to work together to accomplish common goal. Addressing the need to have an alliance of humanity throughout the world.

14

P E A C E C O R PS V I S U A L D E V E LO P M E N T G U I D E / / S T U D E N T P R OJ E C T

02 Logo Development

Round 1 and Round 2 are the divergent rounds of logo development. The different visual directions are explores and sketched out in order to develop the best overall direction. There were hundreds of sketches completed for these rounds.

Round 1 development is the beginning of the design change for the overall Peace Corps visual system. Using 3 keywords: Strategic, Understanding, and Collaborative, 300 rough logo ideas were sketched, followed by 10 refined for each of the three keywords.

For the round 2 development process, it was important that logo felt intentional and symbolized working together. The keyword that was narrowed down in development was collaborative. To do this, the first direction for more of an obvious approach of a globe and peace symbol. However upon the second phase of logo development, I tried to go with a more abstract approach using the infinity symbol and more of a weaving idea.

15

16

R O U N D 1 L O G O D E V E L O P M E N T / / S T R AT E G I C

Round 1 Rough Sketches Strategic Approaching issues using sound logic.

These sketches were chosen for refinement because they worked well with the concept of understanding.

P E A C E C O R PS V I S U A L D E V E LO P M E N T G U I D E / / S T U D E N T P R OJ E C T

17

18

R O U N D 1 L O G O D E V E L O P M E N T / / S T R AT E G I C

Round 1 Rough Sketches Strategic Approaching issues using sound logic.

These sketches were chosen for refinement because they worked well with the concept of understanding.

P E A C E C O R PS V I S U A L D E V E LO P M E N T G U I D E / / S T U D E N T P R OJ E C T

19

20

R O U N D 1 L O G O D E V E L O P M E N T / / S T R AT E G I C

Round 1 Refined Sketches Strategic Approaching issues using sound logic.

These sketches were chosen for refinement because they worked well with the concept of understanding.

P E A C E C O R PS V I S U A L D E V E LO P M E N T G U I D E / / S T U D E N T P R OJ E C T

21

22

R O U N D 1 L O G O D E V E L O P M E N T / / U N D E R S TA N D I N G

Round 1 Rough Sketches Understanding Looking at situations from an unbiased perspective.

P E A C E C O R PS V I S U A L D E V E LO P M E N T G U I D E / / S T U D E N T P R OJ E C T

23

24

R O U N D 1 L O G O D E V E L O P M E N T / / U N D E R S TA N D I N G

Round 1 Rough Sketches Understanding Looking at situations from an unbiased perspective.

P E A C E C O R PS V I S U A L D E V E LO P M E N T G U I D E / / S T U D E N T P R OJ E C T

25

26

R O U N D 1 L O G O D E V E L O P M E N T / / U N D E R S TA N D I N G

Round 1 Refined Sketches Understanding Looking at situations from an unbiased perspective.

These sketches were chosen for refinement because they worked well with the concept of understanding.

P E A C E C O R PS V I S U A L D E V E LO P M E N T G U I D E / / S T U D E N T P R OJ E C T

27

28

R O U N D 1 L O G O D E V E L O P M E N T / / C O L L A B O R AT I V E

Round 1 Rough Sketches Collaborative Break barriers and work together.

P E A C E C O R PS V I S U A L D E V E LO P M E N T G U I D E / / S T U D E N T P R OJ E C T

29

30

R O U N D 1 L O G O D E V E L O P M E N T / / C O L L A B O R AT I V E

Round 1 Rough Sketches Collaborative Break barriers and work together.

P E A C E C O R PS V I S U A L D E V E LO P M E N T G U I D E / / S T U D E N T P R OJ E C T

31

32

R O U N D 1 L O G O D E V E L O P M E N T / / C O L L A B O R AT I V E

Round 1 Refined Sketches Collaborative Break barriers and work together.

These sketches were chosen for refinement because they worked well with the concept of working together.

P E A C E C O R PS V I S U A L D E V E LO P M E N T G U I D E / / S T U D E N T P R OJ E C T

33

34

R O U N D 2 L O G O D E V E L O P M E N T / / C O L L A B O R AT I V E

Round 2 Rough Sketches Collaborative Break barriers and work together.

14 P E A C E C O R PS V I S U A L D E V E LO P M E N T G U I D E / / S T U D E N T P R OJ E C T

35

36

R O U N D 2 L O G O D E V E L O P M E N T / / C O L L A B O R AT I V E

Round 2 Rough Sketches Collaborative Break barriers and work together.

P E A C E C O R PS V I S U A L D E V E LO P M E N T G U I D E / / S T U D E N T P R OJ E C T

37

38

R O U N D 2 L O G O D E V E L O P M E N T / / C O L L A B O R AT I V E

Round 2 Refined Sketches Collaborative Break barriers and work together.

These sketches were chosen for refinement because they represent using each other for support

P E A C E C O R PS V I S U A L D E V E LO P M E N T G U I D E / / S T U D E N T P R OJ E C T

39

40

P E A C E C O R PS V I S U A L D E V E LO P M E N T G U I D E / / S T U D E N T P R OJ E C T

03 Finalization

In the finalization phase, the Round 3 logo sketches are developed and final direction is chosen. Inspiration for the next step of the rebranding process.

For round three, the word we were working with was still collaborative, but the overall concept of that had changed from working together, to weaving. The logo design that was ultimately chosen for refinement is a simple yet distinguishable logo that visually represents weaving and working together to create something bigger than any one.

41

42

R O U N D 3 L O G O D E V E L O P M E N T / / C O L L A B O R AT I V E

Round 3 Rough Sketches Collaborative Working together towards a collective goal.

P E A C E C O R PS V I S U A L D E V E LO P M E N T G U I D E / / S T U D E N T P R OJ E C T

43

44

R O U N D 3 L O G O D E V E L O P M E N T / / C O L L A B O R AT I V E

Round 3 Refined Sketches Collaborative Working together towards a collective goal.

These sketches were chosen to be refined because they represent the idea of weaving and working together to achieve something bigger than any one person.

P E A C E C O R PS V I S U A L D E V E LO P M E N T G U I D E / / S T U D E N T P R OJ E C T

45

46

R O U N D 3 L O G O D E V E L O P M E N T / / C O L L A B O R AT I V E

Round 3 Computer Roughs Collaborative Working together towards a collective goal.

This sketch was chosen for computer roughs because it is represents working together.

P E A C E C O R PS V I S U A L D E V E LO P M E N T G U I D E / / S T U D E N T P R OJ E C T

47

Peace Corps

48

R O U N D 3 L O G O D E V E L O P M E N T / / C O L L A B O R AT I V E

Round 3 Computer Sketches Collaborative Working together towards a collective goal.

This sketch was chosen for computer refinement because it is represents working together.

P E A C E C O R PS V I S U A L D E V E LO P M E N T G U I D E / / S T U D E N T P R OJ E C T

49

Peace Corps

50

R O U N D 3 L O G O D E V E L O P M E N T / / C O L L A B O R AT I V E

Round 3 Computer Sketches Collaborative Working together towards a collective goal.

Exploring color to see how it changes the feel of the logo. Looking to highlight the working together aspect of the new logo.

P E A C E C O R PS V I S U A L D E V E LO P M E N T G U I D E / / S T U D E N T P R OJ E C T

51

Peace Corps

52

R O U N D 3 L O G O D E V E L O P M E N T / / C O L L A B O R AT I V E

Round 3 Color Exploration Collaborative Working together towards a collective goal.

Exploring color to see how it changes the feel of the logo. Looking to highlight the working together aspect of the new logo.

P E A C E C O R PS V I S U A L D E V E LO P M E N T G U I D E / / S T U D E N T P R OJ E C T

53

54

Similar Logos Research Ensuring the logo is truly unique.

Extensive research goes into discovering what already exists in the world. Developing a logo too similar to someone else’s is not ideal.

P E A C E C O R PS V I S U A L D E V E LO P M E N T G U I D E / / S T U D E N T P R OJ E C T

55

56

Visual Standards Inspiration

Boeing Visual Standards Listing the patterns is a helpful way to add brand specific graphic elements while still maintaining the desired image.

P E A C E C O R PS V I S U A L D E V E LO P M E N T G U I D E / / S T U D E N T P R OJ E C T

57

Devon Visual Standards I thought it was clever how they named each color after their company name even though it is simply a Pantone color.

58

Explor Visual Standards I thought this whole book was very well designed yet still had a fun element to it. This page in particular stood out to me because they altered the type to look like it has parenthesis encompassing the visual identity.

P E A C E C O R PS V I S U A L D E V E LO P M E N T G U I D E / / S T U D E N T P R OJ E C T

59

Explor Visual Standards Giving a realistic example of a way to not alter the logo is a good way to reinforce how it should be done correctly.

60

Deutsche Bank Visual Standards This visual standards manual is very well designed. Specifically how they give examples of each logo in different color variations is helpful. Also giving an entire type layout is helpful rather than simply listing the typeface. Overall I think this is book has nice Swiss design style.

P E A C E C O R PS V I S U A L D E V E LO P M E N T G U I D E / / S T U D E N T P R OJ E C T

61

Deutsche Bank Visual Standards This visual standards manual is very well designed. Above, their business system is included.

62

P E A C E C O R PS V I S U A L D E V E LO P M E N T G U I D E / / S T U D E N T P R OJ E C T

63

Thank you for joining us on this rebranding journey of the Peace Corps!

Up next is the Visual Standards Guide.

64

Sources https://catalog.archives.gov/id/558694 https://historyhub.history.gov/thread/3389 gabrielkrieshok.com https://graphicdesignarchives.org/projects/peace-corps-tenth-anniversry-poster/ Smithsonian Postal Museum https://postalmuseum.si.edu/collections/object-spotlight/1972-peace-corps-stamp Boeing Visual Standards Devon Visual Standards Explor Visual Standards Deutsche Bank Visual Standards

P E A C E C O R PS V I S U A L D E V E LO P M E N T G U I D E / / S T U D E N T P R OJ E C T

65

66

P E A C E C O R PS V I S U A L D E V E LO P M E N T G U I D E / / S T U D E N T P R OJ E C T

67

68

This is a student project. For information on the actual US Peace Corps, please visit peacecorps.gov.

P E A C E C O R PS V I S U A L D E V E LO P M E N T G U I D E / / S T U D E N T P R OJ E C T