Page 1


2013


In memory of all the memories in my life


CON T EN T S THE BRAND

THE VISUAL IDENTITY

INTRODUCTION

INTRODUCTION

INSPIRATION

LOGOTYPE

THE BRAND ESSENCE

COLOUR TYPOGRAPHY PHOTOGRAPHY

THE APPLICATION INTRODUCTION ALL APPLICATION


12 3


THE BRAND

INTRODUCTION PINHOLE CAMERA HOLD A V E R Y I M P O R TA N T P O S I T I O N I N P H O T O G R A P H I C H I S T O RY. IT HAS A SIMPLE STRUCTURE, AFFORDABLE PRICE AND ALSO EASY TO USE FOR BEGINNERS AND PROFESSIONAL USERS. I t w il l be e a sy to st a r t yo u r interest in g in p h o to gra p hy by co l l e c ti n g c a me ra s. Th e re fo re I

b uil d a bra nd o f pinhole c a m era fo r p h o to gra p ic h o lic a n d c a me ra l ove r, prov i d e th e m a n al ter n at ive way to e njoy t h e a n a lo gu e p h o to gra p hy a n d th e f u n o f wa i ti n g.


THE IKONIC THE BRAND “IKONIC” B U I L D O N T H E PA S S I O N O F PHOTOGRAPHY AND ANALOG CAMERAS. JUST ENJOY THE FUN OF PINHOLE CAMERA AND ALSO THE PHILOSOPHY O F P H O T O G A P H Y. I kon ic is no t just a ha nd m a d e p in h o le c a m era b ra n d, it b uil d a n a lter native t h in k in g o n t h e way yo u t a ke p h otos. Shot slowly, th in k p rec isely is t h e co re idea of I k onic. Slow down yo u rself a n d t r y a n ew p h otogra phic st yle in I ko n ic way.

INSPI RATION


YOUR IKONIC TURE ICONIC T h e n ame of I k o nic co m e fo r m t h e greek “ εικόνα ”, m ea n s “ I ma g e”. Th e i co n i c i ma g e i n th i s ce ntu r y tel l a spe cific sto r y of histo r y, su ch a s t h e p o r t ra it o f C h e G u e va ra , S a i l o r k i s s i n ti me s qu a re a n d Tan k ma n in Tia na nme n sq u a re. Th ese sto r ies a re m emo ra bl e a n d be c a me a n i co n o f th e ti me. S o, w h at is your ico nic m o m ent in yo u r life? G raduat io n? wedding cerem o ny ? o r t h e b ir t h o f yo u r f i r s t ch il dren? I k onic is no t j u st a ca m era set, it will h elp yo u to f in d your ico nic mem o r y a n d c reate it by yo u rself.


THE BRAND ESSENCE THE IKONIC PINHOLE CAMERA ESSENCE IS “ C R E AT E Y O U R T R A C E O F L I G H T “ L ight, the mo st impo r t a nt elem ent o n t h e ea r t h . I t n u r i s h th e a n i ma l s,

ch arge the e ne rg y to th e t ree a n d p la nt s by t h e p h o to s y nth e s i s. LI ght g ave us the possib ilit y to see t h e sh a p e o f t h e wo r l d. Wh en we slow down o u r su t ter sp eed, t h e light will le ave s o me tra ce s o n th e f il m, t he se tra ces a re t h e evid en ce o f t h e sh a p es fro m l i g ht. O n th e o ther h an d, e a ch time the im a ge yo u c reate is rea l, is m o t i vate, i s th e s h a pe o f your me mor y, is your s p ec ia l t ra ce o f light.

BR AND P ER SON AL I T Y You create a mome nt, a t ra ce o r a t im e, t h at m ea n s you a re c re ate a atm os phe re of the min d by t h e p ic t u res yo u to o k . I t is s o f t, s tro n g, e th e re a l an d sl ie nce.


VA LUES T H E B R A N D VA L U E S

I NSP IR AT IO N I kon ic provide you a ne w p h o to gra p h ic exp er ien ce t h a n a ny o th e r d i gi ta l or an al og ue ca me ra yo u u sed b efo re. I n I ko n ic way, yo u g e t i n s pi re d by l on g l e ng t h t ime exposu re a n d yo u will k n ow wh at yo u wa nt to s h o o t i n th is m ome nt. I t will pu sh yo u to t h in k m o re in yo u r p oi nt o f v i e w.

KIT You w ill g e t whole set in o n e b ox. Th is is wh at yo u will g e t i n I kon ic pa ck a g e. Ba sica lly yo u d o n o t n eed to b u y o t h e r a cce s s o r i e s for your first I k o nic exper ien ce. Th e n egat ive film , view f i n d e r a n d anyth ing you need will in c lu d in g in o n e k it yo u p u rc h a s e d. I t w i l l b e convenie nt a nd quic k fo r b egin n er a n d t h e p eo p le w h o f i r s t tim e use film ca mera .


OBSCURA The init ia l co n cep t o f I ko n ic is co m e fro m c a me ra o bs c u ra , a n a n c i e nt technic s fo r p a int in g a n d sc ien ce st u d i e s. Th i s pr i n c i pl e th e o r y i nve nte d pinho le c a m era . I t lo o k sim p le, b u t it is a h e r i ta g e o f h u ma n c i v i l i z ati o n , a nd now it is in yo u h a n d.

N E WN E S S The re are at lea st 30 d igit a l ca m era b ran d s i n th e wo r l d bu t j u s t a fe w com p a n ies st ill fo c u s o n t ra d it io n al /a n a l o g c a me ra s a n d pro d u ce t he m. M o st p eo p le own severa l d evices fo r ta k i n g pi c tu re s, bu t ju s t fe w have a n a lo gu e ca m era , even t h e re n a i s s a n ce o f a n a l o g u e c a me ra is quite p o p u la r n owa d ays, su c h a s LO M O a n d Po l a ro i d i n th i s n i c h e ma r k e t. I ko n ic p in h o le c a m era is fresh , n e w n e s s i n th e c a me ra ma r k e t. O ld t ra d it io n a l m a ch in e m ix mo d e r n d e s i gn , th at i s w h at we differe nt a n d u n iq u e.

I MAG I N AT I O N I k onic ha s u n lit m ited way to c reate yo u r i co n i c mo me nt i f yo u h ave enoug h im a gin at io n . D o n o t lim it yo u a n d th e po s s i ba l i t y o f th e I k o n i c ca mera.

C R E AT I O N As yo u a re t h e sh u t ter co nt ro ler, yo u k n ow w h e re yo u s ta n d a n d w h at yo u a re wa it in g fo r. Now yo u n eed is n o t ti me a n d mo n e y, i t i s yo u r creatio n .


THE VISUAL IDENTITY THE CLOSEST D I S TA N C E BETWEEN MY BRAIN TO YOUR EYES. T h e v i s u a l i d e nti t y o f I k o n i c ba s e o n o n e co ncep t s, M o d e r n mi x R e tro. Th i s co n ce pt re f l e c t fro m th e pro d u c t “ Pi n h o l e c a me ra “ a n d I k o n i c b r in g i t ba c k to 2 1 s t ce ntu r y. I t is a mi x tu re o f tra d i ti o n a l a n d co nte mpo ra r y. Th e col o u r, t y pe f a ce a n d bra n d i ma g e I u s e a re fo llow a s e r i e s v i s u a l s ys te m.

Th e ex pl a i n ati o n o f th e bra n d i d e nti t y a p p lic ati o n w i l l s h ow n o n th e fo l l ow i n g pa g e s.


THE VISUAL IDENTITY

INTRODUCTION VISUAL AFFECT P E O P L E I N S TA N T LY A N D D I R E C T LY. VISUAL LIKE A SHELL WHICH IS COVER THE CORE IDEA AND GET S H A P E D F R O M I T.

FORM FOLLOW FUNCTION

-Louis Sullivan-


LOGOTYPE T h e l ogo of I k o nic co m p o sed by 2 elem ent s, ico n a n d wordm ar k . The ma in ico n is a so lid c irc le wit h a sm a ll h ol e in t he cent re. I t is a sy m b o l o f t h e len s o f p in h o le cam era. This circle is th e m o st visib le elem ent o f t h e identit y. I t repre se nt qu a lit y, st ro n g a n d co ntem p o ra r y of th e co re idea of the b ra n d.


100pt

50pt

25pt


T Y P E FA C E Bellerose light

A a B bC c AB C DEF G H I J K L MNOP Q R S TU V WXY Z a bcd e fg h i j k l mno p q r st u v w x y z 1 23 4 5 6 78 9 0 , . - ! ?

Criticized regular

A a BbC c A B C D E F G H I JK L MN O P QR ST UV WX Y Z a b c d e f g h i jklmn opqr s tuvwxyz

Avenir Next Condensed

AaBbCc

AB C D E FG H I JK L MN O PQR ST U VW X Y Z a bc def ghijk lmn o p q r s t u v wx y z 1234567 8 9 0 , . ?


STRAPLINES & L AY O U T

1. Lef t hand side

2.

R ight hand side


PROPORTIONS & DIMENSION

42x

x 6x 11x 1.3x 1.7x 3x

42x

17x

6x 11x

x 3x

19x

3x

9x

11x

x

x

x

9.5x

3x


29x

11x

x 2x

11x

12.5x

2x

42x

17 x

6x 11x 1.3x 1.7x 3x x 3x

22x

5x

16x

5.5x

15.3x

3x


S E PA R AT E D I C O N 1 THE CIR CLE

T h e idea of the circle i n sp ired by t h e len s o f p in h o le c a me ra .

Exclusion space


S E PA R AT E D I C O N 2 5

Circle s me a ns 5 step s in I ko n ic p h o to gra p hy p ro ces s e s.

Th e usa g e of the se 5 ci rc les c a n b e p u t to get h er o r sepa rate, d e pe n d s on your pur pose a nd m ed iu m .

Or iginal icon

5 Processes icon

Lo adi ng f i lm

R o l ling f i lm

S e arc hing by vi e w f inder

Wa it i ng fo r ex p o sure

Yo u r i co nic m o m ent

Th e rate o f e a c h i n n e r c i rc l e a re matc h g o l d e n rati o.


150mm

30mm

20mm

10mm


COM B I N ATION

+

=


M I N I M U M S IZE F o r th e b est q u a lit y to rea d, t h e m ini mu m s i ze o f l o g o t y pe n e ve r sma ller t h a n 10m m . Th e st ra p lin e n e ve r s ma l l e r th a n 5 pt.

10m m

10m m

10m m

10m m

5p t


LOGOTYPE USAGE F ol l ow the exclusio n sp a ce a n d lo go t y p e layo u t. Sim pl e circle ca n be pu t in t h e cent re o f yo u m ed iu m .


Envelope

Web s ite he a de r

Tin can st ick er

INFO . FERRI C A MMONIUM CITR AT E

250g

+44 7449-443805

a9106038@gmail.com

WARNING l ow toxicity chemical inside. Keep away from the kids .

Poster tube st ick er

FERRIC A MMONIUM CITR AT E 1 CY ANOTYPE PA CK

IMAG E


LOGOTYPE USAGE DON’T

The logot ype is in the wrong position.


Wrong logot ype

Wrong scale

Similar colour could be illegible.

Wrong angle


BRAND COLOUR M y chosen brand colours inspired by 2 elements, B&W photography and the mater ials of pinhole camera- wood and brass k nob. We choose 4 colours, black , gray white, dar k gray and light oliver yellow for my brand colour.

2

3

1

We wa nt to k eep th e co lo u r o n gray- to n e a n d ea r t h -to n e, be c a u s e th e s e colours build a se r ies o f at m o sp h eres o f silen ce, n atu re, s l ow a n d pe a ce.

4


COLOUR PLAETTE

104 C C : 7 M : 1 3 Y: 1 0 0 K : 2 8 R:181 G:160 B:16

1

2

PURE BLACK C : 0 M : 0 Y: 0 K : 1 0 0 R:0 G:0 B:0


426 C : 7 1 M : 6 5 Y: 6 4 K : 7 1 R:36 G:36 B:36

3

4

705 C : 2 M : 1 Y: 1 K : 0 R:247 G:248 B:249


Transparenc y effec t: Dar ken

Transparenc y effec t: None


COLOUR EFFECT I N S O M E S I T U AT I O N , I T I S P E R M I T T O S E T T R A N S PA R E N CY EFFECT ON THE YELLOW CIRCLE WHICH IS ON THE B&W PHOTO. IT WILL HELP THE ICON JUMP OUT THE PICTURES.


COLOUR USAGE


COLOUR USAGE

A lways t h e d a r k co lo u r co me w i th br i g ht co l o u r. M o s t o f ti me, t h e d esign o f I ko n ic co l o u r u s a g e a ppe a r w i th b& w ph o to s mi x wit h yellow t ra n sp a ren c y s o l i d c i rc l e.

Gray tone colour

Gray tone, B&W photo with transparenc y colour mar ks


Transparenc y solid circle with B&W photos


COLOUR USAGE DON’T No gradient on wordmar k and icon.

No similar ear th tone colour. (distinc tive issue)

No br ight colour or new colour.


TYPEFACE TYPOGRAPHY T Y P E FA C E A N D T Y P O G R A P H Y A R E B O T H I M P O RTA N T IN THE BRAND. Typography is the useful tool to communicate to your target audience. The st yle of t ype face I konic use are clear n and regonisable. Cleaning communication is the main topic in the t ypography.

&G


HEADING

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

Futura LT Book Bold

SUBHEADING

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

Futura LT Book Regular

CONTENT

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

Avenir Next Condensed Medium

CONTENT

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

Myriad Pro Regular

TYPO RAPHY


T Y P E FA C E U S A G E T h e l ayout on int roduc t io n b ro c h u re. Futura Lt Book-Bold show t h e ver y m o d er n a n d contempo ra r y st yle, a ls o ea sy to rea d.

Myriad Pro Regular

Futura LT Book Bold


Some special sign must be very clear like “warning“ for Futura LT Book, and the other informations for Avenir Next Condensed.

Avenir Next Condensed

Futura LT Book Bold


PHOTO GRAPHY


PHOTOGRAPHY AND COLOUR Th ese a re t h e s a mpl e s o f th e a ppl i c ati o n o f pi c tu re a n d co lo u r. Ph o to i s h i g h l y i mpo r ta nt pa r t o f th e bra n d. Pic t u res a re B & W ph o to w i th l o n g ex po s u re. Th at i s w h at we ca ll “m o t i o n bl u r ’.


PHOTOGRAPHY AND COLOUR USAGE THE TWO RULES ARE B&W PHOTO AND DARK O L I V E R Y E L L O W.


INTRODUCTION OF THE IKONIC

INTRODUCTION Th e s e d e s i gn f ro m ma n u a l, po s tc a rd s, f l ye r s, po s te r s, bro u c h u re s a n d we bs i te a re a l l fo l l ow th o s e t wo ro l e s a n d a ro u n d bra n d co re i d e a . I t i s ve r y i mpo r ta nt fo r c h o o s i n g r i g ht pi c tu re s fo r bra n d i ma g e.


THE ELEMENTS OF PHOTOGRAPHY

MOTIO BLUR & B&W


ON &

Th e im a ge e l e me nts r u l e th e i ma g e t h at yo u c a n a ppl y i n th e bra n d. Fi r s t, is “M o t io n bl u r “, be c a u s e th e l o n g exp o su re o f pi n h o l e c a me ra . A l a rg e p ro p o sit io n o f th e pi c tu re s a re bl u r r y a n d m ist y. I t ’s th e c h a ra c te r i s ti c o f th e p in h o le p h o to gra phy. B&W p h o to i s a s i mbo l o f o l d ph o to gra p h ic tec h n i c s. Th e B & W ph o to s w i l l m a ke o u r eye s fo c u s o n th e l i n e, tra ce in t h e im a ge, n o t d i s tu r b by th e co lo u r.


PHOTOGRAPHY USAGE THESE ARE THE SAMPLES OF THE STYLES OF IMAGE APPLIED FOR IKONIC The trace of the people


The tra ce of the cit y


PHOTO GRAPHY DON’T

Colour photo


No motion blur

Ethical considerations


por traiture r ight

Too dar k


No objec t

M eaning less


THE APPLICATION

INTRODUCTION L E T ’ S S TA R T T O M AT E R I A L I S E THE IDEA OF IKONIC. FROM VIRTUAL TO REALITY I n th is pa r t, I will shows a ll o f t h e b ra n d id ent it y eleme nts o f I k o n i c i n a ppl i c ati o n . I s eparate in 2 se c t io ns, o n e is p r int in g, st at io n er y a n d o th e r pa c k a gi n g. S e c ti o n t wo i s th e vir tua l ele me nt s, su ch a s web site a n d a p p.


POSTCARDS & F LY E R S


Long version


LETTER & ENVELOPES


BUSINESS CARD


FOLDING POSTER


BAG


POSTER


BROCHURE

DOCUMENT FOLDER

POSTER TUBE


CHEMICALS FOR C YA N O T Y P E PRINT

120

135

4X5

PA C K A G E S OF FILM


ALL OF THE P R I N T I N G M AT E R I A L S


WA R R A N T Y C A R D


V I R T U A L M AT E R I A L S


WEBSITE

4x5

6x6

135

400

Choose your camera frame size Co pyright © 2013 Ik

onica photograph

y.

A ll rights reserved

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MANUAL APP

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WEB BANNER

468x60 px

HANDMADE PINHOLE C

AMER A


HANDMADE PINHOLE C

AMER A

120x240 px


C O N TA C T


Ikonic pinhole camera  

A brand guideline of Ikonic handmade pinhole camera - The project of master study in 2012~13 in UK.

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