Highlights_Visual Development Guide//604 student project

VISUAL DEVELOPMENT GUIDE

TABLE OF CONTENTS

BRAND HISTORY

We are an American children’s magazine. It began publication in June 1946, started by Garry Cleveland Myers and his wife Caroline Clark Myers in Honesdale, Pennsylvania. They both worked for another children’s magazine, Children’s Activities, for twelve years before leaving to start Highlights. Since its inception Highlights has carried the slogan “Fun with a Purpose”.

Highlights magazine reflected their philosophy that children become their “best selves” by using their creativity and imagination; developing their reading, thinking and reasoning skills; and learning to treat others with respect, kindness and sensitivity.

Highlights is geared mainly toward elementary school students; it contains stories and puzzles for children ages six to twelve years old. One aim of the magazine is to encourage kids to read and has something for preschoolers in every issue. Highlights’ illustrations feature people of all colors and its stories also cover diverse communities. Its February 2017 issue included a family with two dads, the first depiction of a same-sex relationship in the magazine’s 70-year history.

“Fun with a Purpose”

BRAND MISSION

Our mission is to inspire and enrich the curiosity, pursuit of knowledge and exploration of each generation in different ways.

KEY PHRASES

In order to better explore different logo concepts and visual. I utilize my three key words for new Highlights— Enrich, Explore and Knowledge—then evolve them into three phrases that specify the meanings behind them.

1 Enhance More Content, Value

The new goal of Highlights is to provide every generation of parents and children with multifaceted, new, specialized knowledge to help children and parents grow together. Highlights will provides different contents depend on the needs of current parents and children.

2 Learn More and Grew Up More

The new Highlights will provide a variety of ways or platforms for target audiences to learn anytime, anywhere. Parents and children can learn Online, and read book. Parents and children can choose different content and learning methods according to their own interests and hobbies.

3 Satisfy Curiosity, Find Interesting Things

New Highlights will launch some tools that help parents and children to interact and learn, crafts, offline activities. Develop their joy of exploration, imagination and hands-on ability.

ENRICH Enhance More Content, Value

KNOWLEDGE Learn More and Grew Up More

Satisfy Curiosity, Find Interesting Things

10 REFINED WORD MARKS

GROWING UP / SPROUT

Satisfy Curiosity, Find Interesting Things

The second stage of logo development is based on the third phrases, which is Satisfy Curiosity, Find Interesting Things. At here I use sprout as my logo symbol, and I drew some different type of sprouts, from graceful, natural to abstract. In order to give people different feelings of curiosity and interesting, I also combine sprout with letter h.

GROWING UP / STAR

Satisfy Curiosity, Find Interesting Things

The second stage of logo development is based on the third phrases, which is Satisfy Curiosity, Find Interesting Things. At here I use star as my logo symbol, and I drew some different type of stars, from graceful, natural to abstract. In order to give people different feelings of curiosity and interesting, I also combine star with letter h or whole name of brand.

GROWING UP / SPARK

Satisfy Curiosity, Find Interesting Things

The second stage of logo development is based on the third phrases, which is Satisfy Curiosity, Find Interesting Things. At here I use spark as my logo symbol, and I drew some different type of sparks, from graceful, natural to abstract. In order to give people different feelings of curiosity and interesting, I also combine spark with whole name of brand.

10 DIGITAL LOGOS

For this stage of logo development is based on the sketch above. At here I select four logo of sprouts because they are more make sense and stand out. I think these four have more potential to develop into final logos. I will try more direction.

For this stage of logo development is based on the sketch above. At here I select four logo of stars because they are graceful, abstract and stand out. I think these four have more potential to develop into final logos. I will try more direction.

For this stage of logo development is based on the sketch above. At here I select four logo of sparks because they are graceful, natural and abstract. I think these four have more potential to develop into final logos. I will try more direction.

DIGITAL COMPS / STAR

Satisfy Curiosity, Find Interesting

For this stage, I did some different visual based on the geometric star, which is showed above. I try use arc line to make it more natural feel, and I also combine it with different typeface because I want explore more.

DIGITAL COMPS / STAR

Satisfy Curiosity, Find Interesting

For this stage, I did some different visual based on the star with letter h, which is showed above. I try use to make it more natural feel, and I also combine it with different typeface because I want explore more.

DIGITAL COMPS / SPARK

Satisfy Curiosity, Find Interesting

For this stage, I did some different visual based on the brand name, which is showed above. I try use to create a typeface by myself, and make the word mark can reflect the soul of brand. Also I add different kinds of sparks with the word mark.

REFINED DIGITAL COMPS

For this stage of logo development is based on the digital development above. At here I select geometric star logo with round San Serif typeface, I will continue to explore visual possibility in color.

REFINED DIGITAL COMPS

For this stage of logo development is based on the digital development above. At here I select geometric line typeface with spark, and I will continue to explore visual possibility in color.

For this stage of logo development is based on the digital development above. At here I select natural feeling star with letter h, and I will continue to explore visual possibility in color.

REFINED DIGITAL COMPS

For this stage of logo development is based on the digital development above. At here I select geometric star logo with round San Serif typeface, I will continue to explore visual possibility in color.

LOGO COLOR VARIATIONS

For this stage of logo development is based on the digital development above. At here I select geometric star logo with round San Serif typeface, I will continue to explore visual possibility in color. 1375 c Black c

VARIATIONS

SIMILAR LOGOS

The concept behind every logo is unique and different yet the brands logo maybe visually similar to other existing brands. This to is prevent any same elements as any existing logos.

NEW IDENTITY INTRODUCTION

The new identity introduction is very clear and very detailed. It show the primary Logo big enough, and also show the other related Logo. For the three Logos, it details where they can and cannot be use.

LOGO ANATOMY

The Logo anatomy clearly states the requirements for the use of different types of logos at different sizes. At the same time, it also highlights the situations in which TM does not need to be added.

TYPE SPECS

At the first glance, it gives me the crowd feeling, however when I see it carefully. It is good and very intuitively showed me the font apply in a real thing. This is direct, effective.

MAIN ID COLORS

The reason that I think this color looks good is shows the color tints in 100% to 0%. Also, it broken colors down by PANTONE,RGB, and CMYK values. I think all things can helps designers and printing company to use them in a correct way.

LOGO DON’TS

The brand shows the information clearly, and also it gives explanation, which helps audiences to know it better.

ALTERNATE VERSIONS OF THE LOGO

Because USA TODAY has some sub-brand, so it use different color to identify each sub-brand is a smart way. Also, it shows three different size of the logo which is very clear.

Colophon

Design+ Strategy

Qi Jin

Disclaimer

This is a non-commercial project, just for educational purposes and is not intended to represent or replace the original brand

Image Source

Unsplash Google Image

Typography

Adelle Adelle Sans