TSR
2
VISUAL DEVELOPMENT GUIDE
TABLE OF CONTENTS
1
LOGO RESEARCH
LOGO HISTORY
4
FUTURE EXPANSIONS
6
THREE DIRECTIONS
8
2
3
LOGO EXPLORATIONS
INITIAL SKETCHES phase 1
14
INITIAL SKETCHES phase 2
18
4
BRAND EXTENSIONS
FINAL LOGO
42
LOGO ASSEMBLY
44
LOGO ANATOMY
46
WORDMARK
48
RESOURCES INDEX
LOGO DISTILLATION
DIGITAL SKETCHES phase 1
30
SKETCH REFINEMENTS
32
DIGITAL SKETCHES phase 2
34
SIMILAR LOGO RESEARCH
36
SOURCES
50
INTERSTITIAL QUOTE SPREAD
LOGOS ARE A GRAPHIC EXTENSION OF THE INTERNAL REALITIES OF A COMPANY.
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1
LOGO RESEARCH
Before developing a new logo treatment, we must first look to what was there before to better inform future design decisions.
Logo Research 03
LOGO HISTORY
04
A brief history and overview of previous logos used by the brand in the past.
FUTURE EXPANSION
06
An illustrated overview that highlights important key moments throughout the companies history.
THREE DIRECTIONS
08
An illustrated overview that highlights important key moments throughout the companies history.
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LOGO HISTORY The Tactical Studies Rules Inc. (TSR) logo changed dramatically over a short period of time. With the company forming multiple sub-companies and branches, leading to different logo treatments for each department. Here we can see an evolution of logo treatments from the earliest ideas set forth by Gary Gygax and Don Kaye.
Logo Research 05
THE GK LOGO The original Tactical Studies Rules Inc. (TSR) logo started out simply as the initials of its founders. The use of classic Gothic typography showcased an entwined initials of the founders Gary Gygax and Don Kaye. This logo was used from 1973 up until 1979.
THE LIZARD LOGO Through numerous editions of their publications, a number of picture logos had been used, primarily to distinguish the publication region. The Lizard logo was used between 1975 to 1978.
THE WIZARD LOGO With countless publications, TSR inc. , thought it wise to use different logo treatments to better distinguish the different publications. The Wizard Logo was used between 1978 and 1980.
THE TSR FACE LOGO As Tactical Studies Rules Inc. (TSR) dissolved due to the unexpected passing of Don Kaye, the remaining owners incorporated a new company called TSR Hobbies, inc. The TSR Face Logo was used from 1980 to 1982.
THE ANGLED TSR LOGO This logo was used for the majority of time during TSR inc, exhistance. It was used on various products from 1982 up until the very end of 1991.
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FUTURE EXPANSIONS The New Tactical Studies Rules (TSR), will continue to expand on the brands revolutionary legacy by approaching new avenues of research and development of various products and services that maintain the main goal of the brands mission at its inception. Through new technology avenues as well as forays into new forms of entertainment and educational services, TSR will continue to help people find their true potential while entertaining and enlightening them in new and creative ways.
Logo Research 07
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THREE DIRECTIONS Three camps or directions have been distinguished that best define the brands soul. They describe TSR’s initial philosophies and DNA as well as how the brand will grow moving forward. Within each of these camps, we see designs that are inspired by these key words and key phrases. Design solutions through symbolic marks, graphic marks, and wordmarks will provide a broad range of solutions to better educate the final design direction that is chosen.
Logo Research 09
KEY PHRASES
IMMERSE DIVE IN TO WHATS POSSIBLE
COOPERATE TOGETHER WORKS BETTER
IMAGINE WHAT DREAMS ARE MADE OF
INTERSTITAL QUOTE
THE BEST LOGOS ARE LIKE TRAFFIC SIGNS THAT TELL US WHAT OR HOW TO FEEL.
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2
LOGO EXPLORATIONS
Developing new ideas takes the basic approach of using pencil and paper to jot down the early gut instincts in design based off whats known of the brands past.
Logo Explorations 13
INITIAL SKETCH phase 1
14
Early approaches to identifying a new mark through sketching begins. A clearer understanding of a visual direction begins.
INITIAL SKETCH phase 2
22
After hours of sketching and hundreds of drawings later, we begin to distill the sketches, narrowing them down to the most effective.
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INITIAL SKETCH Phase 01 With the three camps based off the three key phases which hark back to the brands soul, we refer to them for aesthetic direction. Within each camp, we develop different marks that try to convey that message.
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CAMP 1 IMMERSE DIVE IN TO WHATS POSSIBLE
With immersion in mind, logos began to form in ways that would show levels or differences within the mark itself. The pyramid for example is thick at the base, and comes to a point at the very top. The idea of something inside also conveys the idea of immersion. The rook as a chess piece harks back to the brands gaming roots, while also illustrating that of being deeply involved in the task of winning the game.
= Favored directions at this point.
Logo Explorations 17 21
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CAMP 2 COOPERATE TOGETHER WORKS BETTER
The idea of cooperation is something that has always been apart of TSR’s DNA. It takes cooperation and working together as a group to enhance an experience. With this in mind, I tried to come up a graphic mark that would show the interaction and co-creation of a grouping of people. The pyramid being held up on four corners plainly illustrates that idea.
= Favored directions at this point.
Logo Explorations
03 19
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CAMP 3 IMAGINE WHAT DREAMS ARE MADE OF
Imagination is often overlooked as a trait one must portray when trying to solve problems. Using your intellect and knowledge is certainly an important part of problem solving, but so is an imaginative approach to finding new solutions to existing problems. Here I try to illustrate through these symbols the idea of the mind and its ability to perceive or have a vision.
= Favored directions at this point.
Logo Explorations
03 21
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INITIAL SKETCH Phase 2 As the initial sketches grow to further help decisions in the design process, we begin to see trends in the overall scope of work that point to a singular vision that should be considered when taking the next steps in the design phase. Here we narrow down some of the marks and group them together to find their similarities.
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What’s the connection?
= Favored directions at this point.
After actively trying to create a mark that would depict something about the brand in an abstract way and not in the literal sense, I began to see a trend in the development of these marks. The connection was that for the most part, all took the form of a symbol.
Logo Explorations 25
Is it working? Something was missing up to this point. I wasn’t seeing a connection with the old TSR brand. My intension has always been to develop something new, yet still have a subtlety that points back to the original “revolutionary” past the brand had.
IDENTITIES ARE THE BEGINNING OF EVERYTHING. THEY ARE HOW SOMETHING IS RECOGNIZED AND UNDERSTOOD. INTERSTITAL QUOTE
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3
LOGO DISTILLATION
In trying to extract the essence of the brand, continuation in the logo development takes steps to close in on a final mark.
Logo Distillation 29
DIGITAL SKETCH Phase 1
30
Taking the pencil sketches to the next phase to see the development of ideas through using digital tools to add refinement.
SKETCH REFINEMENT
32
Sometimes a new approach needs to be taken. Taking a step back to sketching sometimes benefits creative solutions.
DIGITAL SKETCHES Phase 2
34
With a new direction that supports the initial intentions of the logo design, we close in on a final logo that has standing power.
SIMILAR LOGO RESEARCH
36
Making sure our mark doesn’t look too close to existing logo treatments for other companies, we take a look at them for confirmation and to see similarities in effective logo branding.
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DIGITAL SKETCH Phase 1 When moving the sketches into the digital realm, a clearer understanding begins to take form. Subtle nuances begin to present themselves that may not have been apparent in the initial sketch phase. Closing in on a final mark takes another step closer to a solution.
= Favored directions at this point.
S
R
TACTICAL STUDIES RULES
Logo Distillation 31
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SKETCH REFINEMENTS Bouncing back and forth from digital to the sketchbook can be helpful in finding new approaches that may not have been considered early on. Back to the sketch book after some digital drafts, clears the palette and a more affirmed solution becomes apparent. At this stage, I began to see the significant importance of retaining the brands Initials. While it stays close to the brands original logo, I had to find a new graphic angle that would differentiate it from its past.
Logo Distillation 33
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DIGITAL SKETCH Phase 2 The sketch refinements breathed fresh air into the logo design exercise. A new vision was realized that worked well with the rebrand mission and gave a feeling of recognition and acceptance. The journey to find a design solution for the logo treatment was long, but in the end, the decision was easy upon looking at all the work that went into finding the perfect logo treatment.
= Final Logo treatment.
Logo Distillation 35
™ TACTILE SIMULATE RESPONSE
TACTILE SIMULATE RESPONSE
TACTILE SIMULATE RESPONSE
™ TACTILE SIMULATE RESPONSE
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SIMILAR LOGO RESEARCH A practice in the development of a logo has many hopes one must go through to have a rewarding outcome. The research to find similar to the final logo treatment is necessary in confirming that your final logo is unique to itself and doesn’t plagiarize any logos that are out. The last thing you want is a logo that reminds the audience of another brand. Here we look at logos that take on the three initial treatment. Seeing them together helps differentiate the final logo from all the others that are out there.
Logo Distillation 37
DESIGN IS THE SILENT AMBASSADOR OF THE BRAND.
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4
NEW LOGO FINALIZATION
With the development phase behind us, we now get a close look at what makes the logo great. What makes it a strong design element for the rebrand.
New Logo Finalization 41
FINAL LOGO
42
A brief history and overview of previous logos used by the brand in the past.
LOGO ASSEMBLY
44
An illustrated overview that highlights important key moments throughout the companies history.
LOGO ANATOMY
46
An illustrated overview that highlights important key moments throughout the companies history.
WORDMARK
48
An illustrated overview that highlights important key moments throughout the companies history.
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FINAL LOGO
Logo Research New Logo Finalization
43 21
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LOGO ASSEMBLY Constructed to be versatile in its design applications, the new logo is built to maintain the brands essences while keeping its future in mind.
The TSR logo consist of a bold and strong symbol and a simple and refined wordmark that showcases the organization’s name in a positive and inspiring way. It depicts the brands new direction while still maintaining hints that refer back to the soul of its past. The two components are versatile in their application and had been designed with the
idea that it could be showcased in a variety of sizes and placements through various design situations. Its flexibility takes into consideration how it can change yet still accurately reflect the values, ambitions, and characteristics of the organizations past and future.
New Logo Finalization 45
SYMBOL SIGNATURE
WORDMARK
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LOGO ANATOMY The Tsr logo is built with a perfect X value and in mind that can be seen in its overall proportions. In addition, the use of the 45 degree angle is prevalent throughout the logo. This logo was built with the future in mind. At the same time, the new design has hints of past logos that many may be familiar with. The balance was the challenge. In the end, the combination of what could be or what is to come with the nostalgic history and heritage the original TSR brand held, gives the logo a strong presence. Its strong lines and angles
provide impact. It exudes confidence and future thinking through its angular characteristics. The letter forms are the same, but the word treatment has changed to distinguish the brands new directions. A new reality is ahead for the brand and all that partake in the companies bold new ventures that are sure to excite and stimulate the senses.
New Logo Finalization 47
X
X
8X
X 2X
2X
2X
45Ëš
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WORDMARK The graphic symbol is coupled with a wordmark of which spells out the complete name of the brand. A change in the name itself was needed moving forward.
The wordmark is added to the TSR logo treatment to best illustrate the companies rebrand initiative. No longer Tactical Studies Rules, the rebrand took into consideration the direction the brand was to take in the future and decided on a new name for the brand moving forward. Doing this, the intention was to maintain the companies Initials so as to draw comparisons from the old brand to
the new. This was an important decision as there was a need to have some familiarity that linked its past to its future. The wordmark mirrors or reflects the logo above it through the strong 45 degree angle that crosses through the entirety of the wordmark. Careful thought as to the words placement helped showcase this strong angle.
New Logo Finalization 49
MADERA REGULAR
Wordmark Grid
Final Wordmark
45ยบ
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SOURCES
Logo Research Sources 21 51
WEB REFERENCES unsplash.com facebook.com shutterstock.com
BOOK REFERENCES NASA Visual Standards Manual New York City Transit Graphic Standards Manual UPS Brand Identity Design Guide
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All content for TSR inc Visual Strategy Guide was collected, conceived, written and designed by M Marcus Mitch Schutzenhofer
DESIGN CONSULTATION
Hunter Wimmer, GR 604 Nature of Identity
Copyright Š 2018. MARCUS MITCH SCHUTZENHOFER The images in this book are used in accordance with the Creative Common License. This book is a non-commercial work produced as a student project for educational purpose, and as such is considered a derivative work under the Fair Use Clause of U.S. Copyright Law.