JULIA KLINE ALEX ANDERSON VISC 204
Boring Companies.
For the start of the third project, we were assigned boring companies to begin research on. I was assigned Bossert’s Military Surplus and then began brainstorming the topic.
ROUND ONE
Research
MY COMPANY Bossert’s Military Surplus Bossert’s Military Surplus is an outdoor equipment and discount store located in Kansas City, Missouri. They have been serving the Kansas City area since 1990 and are known for being professional, efficient, affordable, and well stocked. They sell material such as clothing, equipment, tools, and occasionally vehicles that are no longer needed by the military. Bossert’s is looking to redesign the face of their company to appeal to more than just their usual customers. Military: •of or relating to soldiers, arms, or war military discipline the country’s military needs •of or relating to armed forces especially •of or relating to ground or sometimes ground and air forces as opposed to naval forces military and naval affairs •performed or made by armed forces military operations Surplus: an amount of something left over when requirements have been met; an excess of production or supply over demand
WORD LISTS Military •Proud •pride •Honor •Service •Force •Fight •General •Ammo •Camo •Armor •Bullet •Fire •Shoot •Major •Salute •Shot •Tactic •Troops •Unit •Uniform •War •Invade
Branches of Military Service •United States Air Force •Air Force Reserve •Air National Guard •United States Space Force •United States Army •Army Reserve •Army National Guard •United States Coast Guard •Coast Guard Reserve •United States Marine Corps •Marine Corps Reserve •United States Navy •Navy Reserve
Surplus/Discount Store •Save •Lots •Stocked •Equipped •Outdoor •Major •Big •Tag •Discount •Cheap
TAGLINES A tagline is a catchy quip that evokes an image of your brand in the minds of your customers. Taglines enable people to make lighthearted associations with your business: “When I see [tagline], I think [company].” next to the company’s logo on official advertisements and are dedicated more specifically to brand awareness than slogans. Taglines If the helmet fits, buy it. Supplied with pride Equipped with honor Camo for your ammo Stocked for Service Equipped for your service Salute the suit Salute the boot
OTHER COMPANIES
IMAGES FROM BOSSERT’S
POSTER INSPO
CLOTHING INSPO
ITEM INSPO
IMAGE INSPO
For the next step of process, we are creating three moodboards for the possible direction of our company’s identity. By pulling pictures from many different sources, we are able to produce three different feels and moods for the design.
ROUND TWO
Moodboards
CONCEPT 1: LIKE A BOSS PATRIOTIC STRONG UTILITARIAN
This concept symbolizes the military’s energy connected to physical power, agression, and protection. This is why they use it- to promote solidity and toughness. This connects to my company in the way that it ensures customers are equipped with this strength and confidence when buying from Bossert’s.
CONCEPT 2: SPIRITED SOLDIER RETRO
PLAYFUL
ILLUSTRATIVE
This board combines vintage elements with a cartoonish quality to establish a mascot or face for the company. A mascot represents a common public identity- in these terms the people who enjoy military products. This shows that the company is homeade and values traditions.
CONCEPT 3: WAR’S IMPRINT AUTHENTIC OFFICIAL
OLD-FASHIONED
Using handwritten lettering and stamps that resemble the look of badges and postage is how I wanted to show war’s imprint. This can connect back to the company by showing that Bosserts is trustworthy, taking ownership and being approved in the products they sell.
Before we dive right into making the branding for our concepts, we need to sketch. Each concept should have 33 sketches.
ROUND THREE
Sketching
CONCEPT 1
CONCEPT 2
CONCEPT 3
By using the sketches from the previous round, we put some of those into the computer to create rough branding identities for our company. It is almost like a tool kit with many different options to choose from when we refine our final concepts.
ROUND FOUR
Rough Branding
After getting feedback on my initial branding ideas, I made minor changes and played around with other ways to lock up type, logos, and taglines. I also simplified elements or added more to an element that needed it.
ROUND FIVE
Refined Branding
In order to get to a final concept, we had to “sell” our branding concepts to our classmates. This presentation introduces all the brand elements for each concept in a proffessional and organized way.
ROUND SIX
Presentation
BORING COMPANIES
BOSSERT’S MILITARY SURPLUS
JULIA KLINE
VISC 204
RATIONALE
CONCEPT 1
Concept 1 Concept one symbolizes the military’s energy connected to physical power, agression, and protection. With the use of symbols already used by the military, this brand identity will be used to promote solidity and toughness. It will ensure customers are equipped with this strength and confidence when buying from Bossert’s Military Surplus.
JULIA KLINE
BOSSERT’S MILITARY SURPLUS
LOGO
CONCEPT 1
TYPOGRAPHY SYSTEM
CONCEPT 1
SOCIAL GOTHIC DEMIBOLD
“SUPPLIED WITH PRIDE”
CAMPAIGN MEDIUM
“SUPPLIED WITH PRIDE”
TYPE
CONCEPT 1
TYPE LOGO LOCKUP
CONCEPT 1
MILITARY SURPLUS
MILITARY SURPLUS
TAGLINE LOCKUP + OTHER
CONCEPT 1
SUPPLIED WITH
PRIDE
SUPPLIED WITH
PRIDE
EST. 1990
EST. 1990
MILITARY SURPL US
MILITARY SURP LUS
MOCKUPS
CONCEPT 1
MILITARY SURPLUS
To whom it may concern,
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Thank you, Mike Bossert
ITH
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ID PR SUP
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434 NE 32nd St. Kansas City, MO 64116 BossertsSurplus@yahoo.com (816) - 452 - 2002
MILITARY SURPLUS
RATIONALE
CONCEPT 2
Concept 2 Concept two incorporates a mix of vintage and cartoon materials from packaging and old signage. Its bright colors and handmade elements create a sense of playfulness that is quite unexpected for the company. It establishes an easy-going face for the company that appeals to all. The qualities of this concept reveal Bossert’s Military Surplus as a family-owned company that values traditions.
JULIA KLINE
BOSSERT’S MILITARY SURPLUS
LOGO
CONCEPT 2
TYPOGRAPHIC SYSTEM
CONCEPT 2
FENWICK BOLD
“SUPPLIED WITH PRIDE”
Whomp regular
“Supplied with Pride”
ED’S MARKET BOLD REGULAR
“Supplied With Pride”
CONCEPT 2
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MILITARY SURPLUS
CONCEPT 2
MILITARY SURPLUS
TAGLINE LOCKUP
CONCEPT 2
MOCKUPS
CONCEPT 2
434 NE 32nd St. Kansas Cit y, MO 64116 BossertsSurplus@yahoo.com (816) - 452 - 200 2
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RATIONALE
CONCEPT 3
Concept 3 Concept three establishes an authentic and official brand identity. It uses the qualities of stamps and badges to symbolize war’s imprint. Its simplicity, organic feel, and old-fashioned style appeals to all. Its authenticity reveals that Bossert’s Military Surplus is trustworthy, and is approved in the products they sell.
JULIA KLINE
BOSSERT’S MILITARY SURPLUS
LOGO
CONCEPT 3
TYPOGRAPHIC SYSTEM
CONCEPT 3
CHAINPRINTER REGULAR
“SUPPLIED WITH PRIDE”
ATTIC ANTIQUE REGULAR
“SUPPLIED WITH PRIDE”
TYPE
CONCEPT 3
BOSSERT’S
BOSSERT’S
TYPE LOGO LOCKUP
CONCEPT 3
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TAGLINE LOCKUP
CONCEPT 3
LIED WIT P P H SU
PRIDE
MOCKUPS
CONCEPT 3
SSERTS BO
434 NE 32nd St. Kansas City, MO 6411 6 (816) - 452 - 200 2
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EST.
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MILITARY
BOSSERT’S
To whom it may concern,
SSERTS BO
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Thank you, Mike Bossert
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After presenting our concepts, we were to finalize one of our directions by refining and expanding its elements. I chose concept two for my final direction.
ROUND SEVEN
Final Direction
Concept 2 Concept two incorporates a mix of vintage and cartoon materials from packaging and old signage. Its bright colors and handmade elements create a sense of playfulness that is quite unexpected for the company. It establishes an easy-going face for the company that appeals to all. The qualities of this concept reveal Bossert’s Military Surplus as a family-owned company that values traditions.
JULIA KLINE
BOSSERT’S MILITARY SURPLUS
We pick three applications to choose from and expand our brand from there. These are the sketches for the ideas of Stationary system and and icon system.
ROUND EIGHT
Applications
APPLICATION : STATIONARY
PRIMARY AND SECONDARY LOGO SYSTEM
APPLICATION : POSTER SET
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KANSAS CITY, MO
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MILITARY SURPLUS
To :
David Anderson
JIM THOMAS
Creative Manager
Assistant Manager
(816) - 452 - 2002
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434 NE 32nd St. Kansas City, MO 64116 BossertsSurplus@yahoo.com
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SU
RPL
*DOES NOT INCLUDE SALE ITEMS*
20%
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OFF ANY REGULAR PRICED ITEM
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Loyalty Card
Thank you,
Mike Bossert
SUPPLIED WITH PRIDE
434 NE 32nd St. Kansas City, MO 64116 (816) - 452 - 2002
For the last round after classes, we are to finalize our brands into brand boards and images that showcase our applications. This helps to finalize everything in a proffessional and clean format that looks appealing.
FINAL ROUND
Brand boards
Boards of Application show off the brand through the three applications that were chosen and finalized. My applications consisted of stationary, store signage, uniforms, and packaging and a poster set.
FINAL ROUND
Application Boards
The last delierable for the final round was to make two images that showcased our application and brand altogether.
FINAL ROUND
Images
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