Visual Development Guide 1
BOOK 2
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TABLE OF CONTENTS A NEW QUIKSILVER
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NEW VISUAL IDENTITY
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FINAL LOGO
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A NEW QUIKSILVER
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PROJECT SUMMARY The first thing when starting to develop the new logo for Quiksilver was refer back to the new mission statement and brand’s roots (Book 1).
The new Quiksilver is committed to enabling our community of modern day adventurers by inspiring and enhancing the experiences they are passionate about.
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The core of the Quiksilver brand lies in the desire to build life around a passion for adventure. Green started his company because he wanted to make a better boardshort for surfers; the best boardshort.
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NEW VISUAL IDENTITY
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The next stage was to consider three possible directions to go with the new logo: a symbolic mark, a graphic mark, or a wordmark. I also need three conceptual directions to have as options. The first step of actually creating the new logo was sketching. I sketched in three groups, one for each coneptual direction, each group being made up of a variety of symbolic, graphic, or word marks.
GROUP 1: EXPLORE FROM MOUNTAIN TO WAVE
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GROUP 2: THE FUSION OF PERFORMANCE AND STYLE
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GROUP 3: SUSTAIN THE WORLD WE ARE EXPLORING
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MORE SKETCHING After critique of the first round of sketches I narrowed the focus to the first two groups: Mountain and Wave, and Performance. This round of sketching I merged those two groups. For this new group I focused on ideas like trekking, expeditions, the concept of merging the ideas of adventure and a feat. I again sketched a variety of symbolic, graphic, and word marks. I also spent time refining some of the logo sketches by hand.
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COMPUTER REFINEMENT At this point I made the transition to the computer to do more detailed refinement of the various versions of the logo I decided to move forward with. At this I also started focusing on symbolic and graphic marks as those have been the mose successful versions of the logo so far, as well as starting to consider where the logo might go. Quiksilver as a brand will have more use for a symbolic or graphic mark than a full wordmark. This is also where I looked at other logos that use similar imagery to mine. Because the two main bases I’ve been using are mountains, and the letter Q, I looked up logos that also use one or both of those.
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SIMILAR IMAGERY - THE LETTER Q AND MOUNTAINS
Quicken Loans Arena is the home of the Cleaveland Cavaliers NBA team.
Compaq was a computer hardware company.
Quora is a question and answer site, and trying to compete as a general information source.
Quantium is an Australian data science company.
A logo for the band Queen.
Quicktime is a video player/ computer software.
Quiznos is a fast sandwich place.
Q Software develops business software tools.
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Paramount Pictures is an American film production and distribution company.
The North Face (logo is Half Dome) is an outdoors and sporting apparel brand.
The Colorado Rockies are a Major League baseball team.
This a logo for the Colorado Avalanche, an NHL team.
Burton makes snowboarding apparel and equipment.
Diamond Peak is a skiing and snowboarding mountain park.
Evian is a brand of mineral water
Patagonia is an outdoors and sporting apparel brand.
Prudential is a financial management and insurance services company.
Toblerone makes chocolate. The logo is the Matterhorn.
Summit Entertainment is an American film production and distribution company.
Mt. Rose is a skiing and snowboarding mountain park.
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MORE COMPUTER REFINEMENT
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Again narrowing the focus of which logos to be working with I continued to refine the logo. This is also the stage at which I started looking at color and laying out the actual anatomy of the logo.
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FINAL LOGO
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THE FINAL LOGO I chose the simpler, and clearer, of the two final options as the final logo. The triangular logo looked like an arrow first, a Q second, and a mountain last. The final logo eliminates the arrow and focuses on the Q. I chose to use color to reflect the meaning of the name Quiksilver. Literally, “quicksilver” is liquid mercury. Mercury was believed to be the a magical element analogous to the human spirit by alchemists. The final logo also brings in the actual Quiksilver brand name with a custom wordmark based on the design of the square Q logo. This wordmark ideally can also be used on its own. There is more information in that in book 3, the Visual Standards Guide.
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LOGO ANATOMY
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The logo’s construction is actually quite simple. The central graphic Q comes from two squares and two, parallel, lines at a 45 degree angle. The lines create the cutout that divides the mark into the body and the tail. The word mark is built around the same dimensions as the graphic Q. The Q form within the word mark is changed, so as not to duplicate the graphic mark, but still references the form of the graphic mark. While the word mark is designed at full size, it is scaled down to a total width of 4x for the full/combo mark.
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2X 4X
1.25X X
.75X
2X
45Ëš
.5X
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NEXT... Book 3, the Visual Standards Guide, will cover the variations and usage of the new Quiksilver logo. How it may and may not be manipulated, sized, colored, which version, or versions, to use when, etc. The rest of the visual system will also be covered, such as brand colors and typographic identity.
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COLOPHON Designer:
Kevin Fitzsimons
Binder/Printer:
Blurb.com
Instructor:
Hunter Wimmer
Class:
GR.604 Nature of Identity
Semester:
Spring 2019
Typefaces Used:
Freight Sans Pro
Freight Text Pro
Photo Sources:
Adobe Stock
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