BRAND DEVELOPMENT GUIDE by Melinda Gyorgy
Contents 2
the company
3
company history
4
name brainstorming
5
philosophy
6
naming ideas
8
contemporary references
10 historical references 12 type explorations 13 logotype development 14 logotype 16 color palette 18 b/w and color mark 19 secondary type 20 image style 22 modular system 23 brand applications
2
Company My start-up makes intelligent, robotic luggage.
3
History Luka has spent the last decade of her professional life travelling. She was constantly switching «wheels» - train, taxi, airplane, subway. Actually, she could describe an airport faster than her own appartment. Needless to say, that her suitcase was her best friend and tavel companion. Constantly slaloming among the other passengers, her luggage got almost always «in the way» or was getting stuck, nearly snatching her arm off. Fed up with all this struggle, while sighing an exhausted «I wish my bag would just come along by itself» she came up with the idea of a smart luggage, that would be autonomous, following her like a puppy. Just like a robotic vacuum cleaner. The robotic bag was born.
4
Mind mapping
5
Philosophy
1. easy 2. reliable 3. smart
6
Naming
1. ROB-e (as is RObotic Bag - easy) 2. C.R.A.I.G (as in Connected Reliable Autonomous Intelligent Gear and also a travel companion ) 3. INTELLIBAG
7
Contemporary references
Historical references
Typeface skeletons
Rob-e ROB•E Rob-e Rob•e Rob-e 12
Typographic forms
13
Further type explorations
14
Logotype
15
Color Palette
16
#090B0A
#77A59A
#E8DAB5
#D8755D
#BD392A
R:
9
119
232
216
189
G:
11
165
218
117
57
B:
10
154
181
93
42
C:
18
28
0
0
0
M:
0
0
6
46
70
Y:
9
7
22
57
78
K:
96
35
9
15
26
17
Mark / Icon
18
Secondary typeface
Your reliable companion Your reliable companion Your reliable companion Your reliable companion Your reliable companion Your reliable companion Your reliable companion Your reliable companion At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum deleniti atque corrupti quos dolores et quas molestias excepturi sint occaecati cupiditate non provident, similique sunt in culpa qui officia deserunt mollitia animi, id est laborum et dolorum fuga. Et harum quidem rerum facilis est et expedita distinctio. Nam libero tempore, cum soluta nobis est eligendi optio cumque nihil impedit quo minus id quod maxime placeat facere possimus, omnis voluptas assumenda est, omnis dolor repellendus. Temporibus autem quibusdam et aut officiis debitis aut rerum necessitatibus saepe eveniet ut et voluptates repudiandae sint et molestiae non recusandae.
19
Imagery
Your Reliable Companion Because we belive you should have better to do than worry about your luggage, we created the perfect companion for your journeys. The smart luggage that follows you everywhere, alerts you on your smartphone in case it gets jammed and even lets you know where it is, when your airline doesn’t.
Just relax and enjoy the trip!
20
21
Modular system The Mark or Icon, has a multiple role. It was conceived to look like an eye (of a robot). It can be animated on digital platforms to blink, bounce or roll in on the screen, stretching the idea of autonomous movement, and also playfulness.
22
Brand applications 1. smartphone app 2. car wrap 3. stationery 4. website
23
Brand applications 1. Smartphone app
3. Stationery • letterhead • businesscard • envelope • post-it note
24
2. Car wrap
4. Website
25
Rob-e
Brand Development Guide by Melinda Gyorgy
Graphic Design Course CalArts
2016-2017