The Magnavox Thrive Branding Project Book
Introduction Magnavox Thrive, a new division of Magnavox, is the only division of a consumer electronics company that can transform lives by utilizing over 90 years of innovative thinking to provide clean water solutions for a lifetime to the poorest people on earth.
Table of Contents 1.0 RESEARCH
1.1 Research Paper 1.2 Brand Attributes 1.3 Target Audience
8 10 12
2.0 CREATIVE DEVELOPMENT
2.1 Design Research 2.2 Mood Boards 2.3 Logo Concepts
16 18 20
3.0 STYLE GUIDE
3.1 Logo Standards 3.2 Logo Usage 3.3 Brand Standards
24 26 28
4.0 FINAL DESIGNS
3.1 Print Designs 34 3.2 Digital Designs 36 3.3 Promotional Material 38
5.0 REFERENCES
5.1 Image References
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1.0 RESEARCH
1.1 Research ABSTRACT Magnavox is well known across the globe for its quality televisions, affordable prices and innovations. Their rich history, and contributions to the world of consumer electronics are nothing less then remarkable. Enforcing strict quality standards on their products and always willing to listen to customers, has allowed Magnavox to thrive for over 90 years. The majority of consumer electronics companies are partially focused on philanthropy and helping others. These manufactures are not paying close enough attention to the consumers or their needs. The rebranding of Magnavox will revitalize their appearance and perception to the general public by creating a division that is only focused on helping others. This division is called Thrive. Raising brand awareness will be the main focus of this campaign. In the spirit of branding, Thrive will receive a logo and public appearance. This fresh look for Thrive will cause consumers to view Magnavox in a different light. An in depth marketing campaign will be launched across multiple mediums simultaneously to raise brand awareness. Broadcasting across social media outlets, television and printed materials, establishes a connection to the
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target audience. This marketing campaign will also reveal the new look and feel of Thrive by displaying consistent colors, themes and calls to action. A loyalty program synced with this campaign will benefit consumers to spread the word about Thrive, as well as purchase more from Magnavox. This loyalty program will be linked with newly developed electronic media for Thrive, which will push them further into the digital/information age. With these improvements, Thrive will become a stronger household name, improve sales for Magnavox and create lifelong connections.
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1.2 Brand Attributes ATTRIBUTES
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1.3 Target Audience AUDIENCE OVERVIEW The target audience of Thrive are Americans who gross over $65,000 dollars a year. Their age ranges from 25-55 men and women. They are very tech savvy, community focused and are conscience of worldly events and news. This style guide appeals to the target audiences by triggering an emotional response of happiness and fulfillment like no other division of a consumer electronics company.
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2.0 CREATIVE DEVELOPMENT
2.1 Design Research OVERVIEW The images choosen are appropriate because they showcase the essence of Magnavox Thrive, represent the people whos lives will transform and display the environments in which this service is focused. All of the images are high in contrast, which showcases detail and supports the reality of the pursuit of clean water. This reality/high contrast approach is used to speak directly to the target audience who needs to feel compelled to help. “… graphics have immense influence over the audience’s perception of the subject matter … The audience’s understanding of the presented material, opinion of the presented material and the presenter, and their emotional state are crucial factors in any decision they will make. Without a doubt, graphics greatly influence an audience’s decisions.” (Parkinson, 2012).
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Competitive Landscape
CompetitiveTOOL Landscape DESIGN BOX
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roject
Design Toolbox for Magnavox Thrive
MAGNAVOX THRIVE Providing Solutions for Clean Water Magnavox Thrive, a new division of Magnavox, is the only division of a consumer electronics company that can transform lives by utilizing over 90 years of innovative thinking to provide clean water solutions for a lifetime to the poorest people on earth. The Thrive campaign is making efforts to building water wells to communities that are in dire need of clean water.
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The design will be clean, structured with high focus on imagery. The images have to show those in need as well as those who have been relieved thanks to clean water. The use of earth tone colors and textures represents the environments in which Magnavox Thrive is focused and the areas where the wells will be dug. The font chosen is Kabel. It is san serif, highly legible and a bit stylish. These attributes will help get a clear message across to the audience with out overwhelming them in all design mediums.
Typography
hesis:
navox, is the ompany that ears of r solutions rth.
e “Look :
Sample Imagery
Kabel abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Sample Textures
Sample Color Palette RGB 68/50/36
RGB 177/149/125
RGB 242/237/231
CMYK 49/68/80/61
CMYK 27/41/51/1
CMYK 3/5/7/0
RGB 86/118/156
RGB 103/13/12
RGB 159/163/17
CMYK 78/48/21/2
CMYK 30/100/100/42
CMYK 43/23/100/2
Sample Animation
http://
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2.2 Mood Boards LOOK & FEEL The Magnavox Thrive project will rely solely on hard-hitting images and raw facts in order to drive the point home with the target audience. “Images are the graphic elements that can bring a design to life. Whether as the main focus of a page or as a subsidiary element, images play an essential role in communicating a message and are thus a vital factor in establishing the visual identity of a piece of work.� (Gavin, 72). These mood boards speak to the target audiences by triggering an emotional response. Since the target audience lives far away from the poorest people on the planet, they may not be exposed to people in need of clean water. These mood boards create zag by educating, shocking and allowing the audience to feel empathy like no other division of a consumer electronics company. This can impact the audience and impel them to provide solutions with Magnavox Thrive.
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2.3 Logo Concepts LOGO DESIGN As part of the design process to raise brand awareness for Magnavox Thrive, a colorful abstract element was originally planned to help branding. “Reading is not necessary to identify shapes, but identifying shapes is necessary to read. The brain acknowledges distinctive shapes that make a faster imprint on memory. (Wheeler, 50). The approach of using colors will help communicate the essence of the brand because of the emotional ties to what Magnavox Thrive wishes to achieve and the emotional sparks from the use of certain colors. Mekkaoui states, “The creativity in designing a logo is not focusing on the subliminal—or the art—it’s in making an impact.” (Mekkaoui, 2010). This statement is very relevant to the current thought process when finalizing a logo for Magnavox Thrive. Initially wanting to create something subtle and artistic, the logo took a turn for something literal that grabs the audiences’ attentions as much as images of children with out clean water .
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3.0 STYLE GUIDE
3.1 Logo Standards PRIMARY LOGO
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The Thrive logo is the primary element used to identify the company. It identifies a service identifiable around the world and is a feature of all communication media. As such, the logo is of vital importance both for internal and external communications; the consistent use of this logo helps to set the company apart.
Black and White
Single Color
Transparent
SLOGAN The slogan is not needed for internal documents, presentations or if the logo is 1� in width. This also applies to embroidering and clothing applications.
Full Color no Slogan
Black and White no Slogan
Single Color no Slogan
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3.2 Logo Usage MINIMUM SIZE The logo may use the slogan to a minimum size of 1.5” wide. The logo has a minimum size of 0.8” wide. Shrinking the logo smaller then 0.8” wide is prohibited. CLEAR SPACE The clear space or buffer zone describes the area surrounding the logo in which no other elements can be placed. The purpose is to ensure that the logo always achieves optimum visual effect. The water droplet should be used as an element to measure the clear space around the logo regardless of size or if the slogan is being used.
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PROHIBITED USE OF LOGO The logo changes described below are prohibited because they prevent a uniform appearance of the Thrive brand. Only a logo that constantly remains the same and is clearly recognizable can support the development of a strong brand.
Do not add new elements to the logo
Do not turn the logo
Do not add a drop shadow to the logo
Do not distort the logo
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3.3 Brand Standards BRAND COLORS The blue (which represents water) is the primary color for Thrive. The remaining earth-tone colors represent some of the dry environments that Thrive will do its work.
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RGB 68/50/36
RGB 177/149/125
RGB 242/237/231
CMYK 49/68/80/61
CMYK 27/41/51/1
CMYK 3/5/7/0
RGB 86/118/156
RGB 103/13/12
RGB 159/163/17
CMYK 78/48/21/2
CMYK 30/100/100/42
CMYK 43/23/100/2
TYPOGRAPHY The font makes an important contribution to the brand image and its recognition factor. Like the logo and colors, it also aids in brand identity and brand reinforcement. For Thrive, the Kable font family is used for headline fonts as well as body text fonts. Kable is a sans-serif, universally applicable font type. It conveys a modern overall impression and is characterized by a realistic cool elegance with good legibility even with large amounts of text.
Kabel ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ! ?.,&$%/()=; : * #-@
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TEXTURES Water splashes, aged wood, and dry earth are all textures that can be utilized in expressing the urgency for the need of clean water.
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USE OF IMAGES The images for Thrive will have three areas of involvement. The shocking truthful images which will revile people in need of clean water. The solutions provided by Thrive, and the end result of happy families whose live have been transformed. The images will educate, shock, comfort and allow the audience to feel empathy like no other division of a consumer electronics company. This can impact the audience and impel them to support solutions with Thrive. This approach is appealing to the audience because once they help they will have a feeling of joy because they know they are now part of a solution to help others.
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4.0 FINAL DESIGNS
4.1 Print Designs MAGAZINE AD
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BILLBOARD
DOESN’T EVERYONE DESERVE CLEAN WATER? www.thrivewater.com
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4.2 Digital Designs WEBSITE
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MOBILE APP
TV AD
DOESN’T EVERYONE DESERVE CLEAN WATER?
Magnavox Thrive, a new division of Magnavox, is the only division of a consumer electronics company that can transform lives by utilizing over 90 years of innovative thinking to provide clean water solutions for a lifetime to the poorest people on earth.
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4.3 Promotional Material
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5.0 REFERENCES
5.1 Image References Jordi Boixareu http://www.flickr.com/photos/jobopa/5977968465/ http://www.flickr.com/photos/jobopa/5977950797/ Anthony Asael http://www.flickr.com/photos/64415053@N00/4368 Mio Cade http://www.flickr.com/photos/ramdiboy/4191822099/ http://www.flickr.com/photos/waterdotorg/3695894959/ Waterdotorg http://www.flickr.com/photos/waterdotorg/3695913077/ Hamad Darwish http://www.flickr.com/photos/darwishh/3140103869/
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Mio Cade http://www.flickr.com/photos/ramdiboy/4201891148/ http://www.flickr.com/photos/ramdiboy/4013011089/ http://www.thepanamadigest.com/wp-content/uploads/2012/03/shades_of_dirt_water.jpg
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Doesn’t Everyone Deserve Clean Water?