Table Of Contents Brand Transition
3
Brand Exploration
11
Collateral
23
Environmental
33
Digital
43
Brand Transitions
Brand Transition
Brand Transitions
“A logo doesn’t sell, it identifies. A logo derives its meaning from the quality of the thing it symbolizes, not the other way around. A logo is less important than the product it signifies; what it means is more important than what it looks like.” - PAUL RAND
5
Brand Transitions
Quest Diagnostics was purchased by CenturyLink on April 22, 2010. It was not till April 2011 that CenturyLink applied its design system to the public. It was a carefully executed transition that in several days removed Qwest from existence.
AT&T created and became Cingular to approach a younger generation. Its humanistic design better reflected millennials and was used to acquire several telecommunications companies within the U.S.
7
Pepsi Brand Development
The evolution of Pepsi is a perfect example of well-executed brand adaptation. From 1898 to 2008 Pepsi went through eleven identity transitions, beginning with a decorative logotype and ending with an abstraction derived from the actual product.
9
Brand Exploration
Brand Development
Design On Screen is an innovative and collaborative non-profit that educates and builds relationships for the design community through film and new media. Producing Promoting Preserving
13
Brand Development
The shape of the video camera that the play/pause button creates represents the roots of where those buttons derived. We instantly connect the shape of a film camera to classic films, while the play/pause symbol connects to new media. The unison of modern and classic iconography allows the viewer to instantly process what the company represents, which has become especially important for engaging younger generations.
15
Brand Color and Type
17
Final Logo
19
Effective Uses
21
Brand Transitions
Collateral
Collateral
25
Designer Collateral
DESIGN
ON SCREEN
DESIGN
ON SCREEN
DESIGN
ON SCREEN
27
29
THE CONTOURS OF EXCELLENCE
31
Brand Transitions
Environmental
Exterior/Interior Environment
35
Environmental Design
37
Mobile Projection
39
Mobile Display
41
Brand Transitions
Digital
Social Media
Mobile App and Website
47
49
Before and After
51
Created by Cody Corman Ashley Longenecker Kyle Mead Chelsea Petosa Jenny J Taylor