gr604_Seventeen_Visual Development Guide_Ran Weng

VISUAL DEVELOPMENT GUIDE

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VISUAL DEVELOPMENT GUIDE

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CONTENTS

04 BRAND INTRODUCTION 04 08 10

Brief The Mission Statement Keywords

12 LOGO DEVELOPMENT 14 22 30

Round 1 Sketches Round 2 Sketches Round 3 Sketches

44 LEVERAGE AND ANNOTATE INSPIRATION 52 LOGO RESEARCH 58 THE NEW LOGO

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BRIEF

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Seventeen is an American bimonthly teen magazine based in New York City. The magazine’s reader-base is 13-to-19-year-old females and is published by New York Citybased Hearst Corporation.

Founded in 1944 by Helen Valentine, “Seventeen” magazine was the first modern ‘teen magazine ’. An immediate success, it became iconic in establishing the tastes and behaviors of successive generation of teen girls covering the last half of the 20th century. “Seventeen” helped create the modern concept of ‘teenager’. The early “Seventeen” provided a generation of thinking young women with information on citizenship and clothing, politics and

popularity, adult occupations and adolescent preoccupations. Soon after its debut, Seventeen took a more fashion- and romance-oriented approach in presenting its material while promoting self-confidence in young women. It was first published based in New York City on September 1944

by Walter Annenberg’s Triangle Publications and The Atlantic Monthly Company in 1944 to 1946.

Ra n Br Weng #04957518 a nd Int r oduc t i on

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“Seventeen is your magazine, High School Girls of America — all yours! It is interested only in you — and in everything that concerns, excites, annoys, pleases, or perplexes you.

As a magazine, we shall discuss all the things you consider important — with plenty of help from you, please. Write us about anything or everything. Say you agree with Seventeen or disagree violently, say we ’re tops, say we ’re terrible, say anything you please — but say it!”

Br a nd Int r oduc t i on

You’re going to have to run this show — so the sooner you start thinking about it, the better. In a world that is changing as quickly and profoundly as ours is, we hope to provide a clearinghouse for your ideas.

—Helen Valentine, founded Seventeen, Editor in Chief

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THE MISSION STATEMENT

Our mission is to provide information about whatever you need to navigate life as a teen and empower a generation of young women to be confident thinkers.

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KEYWORDS Confident Seventeen is encouraging its audience to

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be confident about how they look and feel.

Vibrant Seventeen Magazine is providing intelligent information for the vibrant and energetic teens.

Wellness Seventeen strives to increase mental, emotional and physical well-being for young women.

Br a nd Int r oduc t i on

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LOGO DEVELOPMENT

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ROUND 1 SKETCHES

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The first round of sketches is based on our three keywords, confident, vibrant, and wellness. Generate sketches in these three divergent directions, 100 rough each and 300 total. Refine ten logos with potential.

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ROUND 1 SKETCHES Have potential

Confident

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Encouraging & Self-satisfied

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ROUND 1 SKETCHES Have potential

Vibrant

Energetic & Vivid

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ROUND 1 SKETCHES Have potential

Wellness

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Mental, emotional and physical well-being

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ROUND 2 SKETCHES Logo D evel opm ent

Do more 100 rough pencil sketches and select out 10 solid sketches/computer-hybrid generated comps.

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ROUND 2 SKETCHES

Vibrant

Energetic & Vivid

Logo D evel opm ent

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ROUND 2 SKETCHES

Vibrant

Energetic & Vivid

Logo D evel opm ent

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ROUND 2 SKETCHES

Vibrant

Energetic & Vivid

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ROUND 3 SKETCHES

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Do the last round of sketches and deliver three solid, refined computer generated comps in both b+w and in color.

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ROUND 3 SKETCHES

Vibrant

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Energetic & Vivid

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SEVENTEEN

SEVENTEEN

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SEVENTEEN

seventeen

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ROUND 3 SKETCHES

Vibrant

Energetic & Vivid

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ROUND 3 SKETCHES

Logo Option 1

Spark

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seventeen

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ROUND 3 SKETCHES

Logo Option 2

Triangle + star

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Other wordmarks

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ROUND 3 SKETCHES

Logo Option3

Vertical star

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ROUND 3 REFINED1 Logo Option 4

Triangle 17

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LEVERAGE AND ANNOTATE INSPIRATION

Discover many existing Visual Standards Guide to create the new Seventeen visual guide better. These examples help us get inspiration to develop the visual standards guide in the future.

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New identity Introduction

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The introduction shows different sizes and versions of the logo with a clear description.

Logo Anatomy The brand not only shows the clear space of the logo but also includes the minimum size of using.

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Type Specs

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The brand shows different scales of the typography and annotates the size, leading and tracking.

Main ID Colors The main Id colors show the the specific colors of the brands and indicate what the colors represent.

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Logo Don’ts

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There are clear examples of possible incorrect logo usage with the apparent x symbol and descriptions.

Alternate Versions of the Logo The brand shows different versions of the logo and also objects placements and alignments.

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LOGO RESEARCH

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By searching for other companies with similar concepts for their logos, we can ensure that the rebranding of Seventeen does not end up too similar to another logo already in existence.

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Triangle Logos

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There are many existing triangle logos globally, but they are in very different visual solutions and work well.

The sloped triangle gives the image of a mountain which represents all the hurdles that an athlete goes through in the pursuit of their dreams.

Home and Garden Television is famously known as HGTV is well famed for their garden and home improvement content and not just on TV, but you can see their fame on blog and YouTube as well.

The sharp, bold triangle shape of the Guess logo integrated with the bright red colour makes a standout design that sends out the message of passion and strength.

The marketing genius of the Airbnb logo shows strength through its logo. The triangular shape signifies strength; however, the rounded corners are pretty inviting.

Not only a beer but a pioneer in the realm of corporate identity and logo design, Bass—the brand name and logo—was the very first trademark to be registered under the U.K.’s Trade Mark Registration Act of 1875.

The logo of the CAT is the perfect example of integrating triangles into a font. The primary slab lettering is adorned masterfully with a simple yet attractive yellow triangle.

The logo of Google Drive manages to portray a lot of meanings in one icon even though it is pretty simple apparently.

The logo of Google play has undergone many changes, but one thing that has always remained the same is its signature style of a triangle on its side.

The triangular mountain on the logo shows the most famous peak of Switzerland mountain Matterhorn, and if you look at it closely, you can even see a bear hidden inside it cunningly.

The incorporation of the triangle in the logo helped in creating a unique logo that is not easy to attain with the regular typeface, particularly the sans serif fonts that are currently on-trend.

Well the logo of HSBC definitely stands out in the market because of the fact that it does not use only one triangle, but it is the combination of six triangles, which makes a unique and red hourglass icon.

It is an Italian clothing company established in 1922, originally they started with the manufacturing of the clothes for Alps people only, but later the brand expanded its product category and introduced clothing for all types of people.

Citgo is an American petroleum corporation, which was established in 1910 in Oklahoma. The company specializes in both the production and transportation of gas and oil and is a part of Petroleos de Venezuela Group.

The identification symbols consisted of the new logo in the form of a flag blowing in the wind on a dark slate texture background.

Even if your brand name is in some other language than English, you still have many options to showcase its meaning such as shapes and icons.

Well, this is one of a few airline companies who has undergone 20 changes in the logo since the year 1928. But one thing that remained in the logo throughout this time is its shape which is the triangle.

The founder of Reebok changed its logo to a segmented and soft triangle in 2014.

Originally the company aimed to reach out to the athletes only; however, when they added the general public in their audience, they softened their triangle.

If you wish to have a sneak peek to the 90s pop culture, then have a look at the logo of Palace Skateboard, as it takes all the associations of hard triangle logos and mixes them expertly.

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DLF Building logo is the perfect representation of strength, stability and reliability.

The organization is all about constructing new buildings and all the industries in the world construction industry has to represent the values of strength and stability.

Logo Res ea r ch

The simple sans-serif font is clean looking and modern and is pretty convenient to read even if you see it from afar. Moreover, even by looking at the triangle, you can recognize the brand.

Number Logos

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There are not that many number logos. We especially looked for logos with ‘1’ and ‘7’ numbers and compared them with our Seventeen logos.

This logo includes very interesting use of negative space to highlight the number 11.

This is because, until very recently, the Big 10 actually included 11 schools. It’s now 12 with the addition of Nebraska.

Less is definitely more for this simple PlayStation 3 logo. It doesn’t have much color or graphic variation but has a distinct font with a very edgy, modern look.

Their name also includes the number 11 but the 7 is the main numeric element.

This one has stood the test of time is very well known around the world.

X Box made our collection of Letter Logo Designs and they’re in again with the X Box 360 logo. This one features the same combination of futuristic font and edgy colors and effects.

We weren’t really looking for another budget hotel chain logo but this one jumped out at us. This one is also recently upgraded for a cleaner, more modern look.

Just like their slogan from a few years back, this logo is crisp and clean and is also one that is pretty well known throughout the world.

Here ’s another one using red, white and blue and stars to present a distinctly American feel. This logo has been around a while and still holds up pretty well.

This logo has been around a long time but has been periodically tweaked to clean it up and modernize it. It’s still very recognizable and a very nice combination of color and balance.

This logo was an instant classic when it came out and has been a staple of the movie series since. The simple elegance has made it easy to modify slightly as the films and the characters have become progressively modernized over the years.

This is a new logo for 2012. It’s still pretty simple but we considered it a modest improvement over the traditional logo.

Star Logos Since we incorporate the idea of the star into the logo development, we have compared star logos in use with our new logo.

Logo Res ea r ch

The logo is pretty simple but modern and visually interesting. It’s also design related so we couldn’t leave it out.

This #1 logo features a flag motif with stars and stripes for a classic, American look. This is one of their many logos over the years and a perfect example for this classic American brand.

The origins of the Mercedes-Benz logo actually date back to 1909, which predates the formation of the company by 16 years.

They re-branded this one just recently and, in our opinion, the new logo is a vast improvement. The new logo makes better use of color and features the distinctive Miller script.

The star is a universal symbol of the highest aspirations of mankind; the horizontal bars portray the speed with which the contestants pursue the excellence.

This brand is clearly past its prime but we still like the retro cool look and feel.

There ’s a lot going on with this one in terms of color and font but they still managed to pull it off.

Converse is an iconic brand of casual footwear, which was established in 1908 in the United States.

The number 21 is clearly an important element but we like the house line art the best. This logo is also very flexible and easy to localize for individual broker offices so suits their needs very well.

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THE NEW LOGO!

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After rounds of sketches and selections, we generated our new Seventeen logo!

The N ew Logo

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Seventeen Rebranding GR604 // The Nature of Identity

Designer Ran Weng Instructor Hunter Wimmer

Disclaimer This is a non-commercial student project for educational purpose and is not intended to represent or replace the original 62

brand in any way.

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www.empoweryourconfidence.me

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