GR604 Student Project VA - Visual Development Guide

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veterans affairs rebranding

visual development guide Regie Khemvisay GR 604 OL1 The Nature of Identity

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visual development guide

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overview sector 01

introduction p6 our brand our mission timeline

sector 02 logo design p16 round one round two round three

sector 03 visual research p60

visual identity guide inspo look allike logos

sector 04 process work p76

sketches + mind maps logo design archives

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sector

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introduction our brand our mission timeline

Regie Khemvisay l The Nature of Identity l Visual Development Guide

United States Department of

veterans affairs The United States Department of Veterans Affairs (VA) is federal level department established to provide lifelong services to military veterans. From medical, education, to pension and burial benefits, the VA offers the military community numerous benefits to make their life after the military successful. Established after the Civil War and in honor of President Lincoln’s promise to those brave warriors who protected the country, the Veterans Affairs was born. The VA is regarded to the highest standard with trust and confidence. It is committed diligently to serve all the Veterans and their dependents driven to fulfill all the responsibilities in all levels. It strives for the highest quality of service and continues to improve to better serve the brave heroes of the countries.

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our mission We dedicate ourselves as the primary advocate in providing care, resources, and a community for our veterans and their families because we want to honor their sacrifices for the country.

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keywords

care resources community Regie Khemvisay l The Nature of Identity l Visual Development Guide

our history

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sector

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round one The sketches in the following pages are first round logo design from key phrases derived from the three keywords: loyal, dedicated, and supportive. Each camp of keywords have a minimum of 100 sketches of logo ideas.

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keyphrases

These are key phrases that inspired ideas for the new brand mark.

In each camp, there are three categories: [a] symbolic, [b] graphic, and, [c] word mark

unbreakable promise keyword: loyal The VA is loyal to the words of President Lincoln’s promise to the veterans and their families.

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with you, no matter what

always got your back

keyword: dedicated

keyword: supportive

The VA is dedicated in providing quality and never ending service to those who serve and have served the country.

The VA was exclusively created to support and provide for the veterans community, it is the core responsibility of the VA to always be a partner to veterans and their family.

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unbreakable promise The VA is loyal to the words of President Lincoln’s promise to the veterans and their families.

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[a] loyal

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[b] loyal

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[c] loyal

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refined

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with you, no matter what The VA is dedicated in providing quality and never ending service to those who serve and have served the country.

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[a] dedicated

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[b] dedicated

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[c] dedicated

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refined

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always got your back The VA was exclusively created to support and provide for the veterans community, it is the core responsibility of the VA to always be a partner to veterans and their family.

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[a] supportive

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[b] supportive

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[c] supportive

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refined

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round two Refine 10 sketches to digital comps from the successful combination of keyphrases.Deliver 10 combinations of symbolic, graphic and word marks. Review examples of visual research guides provided and examine which ones work the best.

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together, we can From combination of all three keyphrases results to keyword: committed. The VA’s commitment comes from its loyalty, dedication and supportive nature. From keyword comes key phrase: together, we can.

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[a] committed

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[b] committed

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[c] committed

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committed digital comp

Symbolic, this represents

This mark represent the

As a symbol of people

the community of veterans

helping hand. If Veterans

standing side by side, this

affairs, veterans and their

Affairs could be described

mark also represents a

families, connected and

in one word, it would be

door, a building, an infra-

together. It’s like two people

resource. A source of any-

structure, where resource is

helping each other to carry

thing the Veterans need that

bounty and service is

something

will provide them knowl-

committed

edge or service that are needed

Just as the first mark, it symbolizes community, but more masculine to represents strength with the sharp edges of the lines.

V+A

V+A

Combination of the first

Connected letters and trian-

Wide and shorter height,

letters of Veterans Ascend. A

gles between the space

much like the previous

V+A

mark. The symmetry of V

continuous line representing

and A looks like an infinity

the connection between

symbol. It also looks like a

the VA and the veterans it

braid that symbolize the

serves.

tie between the VA and the veterans.

V+A

Serif type, thin lines with

A more rounded outline of

ascend in smaller type

the V and A. The symmetry

size

Brand name in serif type, condensed and with V and A in a much bigger size

between V and A is a good inspiration.

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round three Finalize logo with the keyphrase together, we can and keyword: committed. Create digital comps and work on creating a cohesive visual identity guide for the next book of the rebranding project.

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sketches

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combination explorations

wordmark explorations

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different versions + color variations v1

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v2

v3

v4

v5

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graphic mark + jolly display wordmark

final design color variations

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final design

V + A = VA Simple, geometric, modern design for the new brand logo to represent the core values of the Veterans Affairs. The VA is loyal, dedicated, supportive, and committed in serving the veterans communiyty.

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typeface used for wordmark: League Gothic Extra Bold

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sector

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visual research Visual development guides that are good inspirations for the VA’s new Visual Development Guide.

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new identity intro

Boeing has a captivating introduction to their guides and it really gets the audience attention.

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logo anatomy

Deutsche Bank’s logo uses lines which would be the best approach when I lay down the anatomy of the new VA logo.

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type specs

John Deere has a clear and simple type specifications. It has a good guideline of how the logo should be used alongside body copy.

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main ID colors

Broadview Security colors are straight to the point that there won’t be too much of changes even with many different backgrounds.

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logo don’ts

Exploratorium’s logo dont’s make sense and that if there are any changes made, it’s no longer the same brand.

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alternate versions

BCCB has different marks that they can use based on the needs or different medium.

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look alike logos From arrows to use of letter V in designing marks, here are some of the currently used marks that are similar to the brand new mark of Veterans Affairs..

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Adidas has a logo with arrows pointing up, symbolizing ascend. It’s the same intention with my marks.

The use of V in the mark is what similar to the mark I’m working on.The colors and the simple geometric shapes makes a mark that is recognizable.

Marks that has a V, Louis Vuitton’s V is so iconic with the L mark. The similarity is that this mark has a letter V.

This is the Vauxhall Cross logo.

It’s similar to my mark as V and A are combined.

More fluid than my marks, VAIO’s logo is softer and also starts with V.

simple but direct to the point, Verizon’s iconic orange V check is similar to my intentions for the simple mark and could be recognized easily.

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Victoria and Alber Museum uses graphic marks of V and A uswing elegant serif type. The V and A is connected with the and sign.

The logo of the Avengers has an arrow and it plays around with the wordmark. The blocky wordmark and arrow have a somewhat look similar to my mark.

AMD has a combination of wordmark and symbolic mark of an arrow. An up arrow is what I also want to hightlight on my mark.

Macromedia has an arrow that also creates an M for its logo. I had similar sketches that looked like this before going for more manly mark.

Etnies, a Cali shoe brand, showcase an arrow pointing to the left and it also creates a graphic mark of the brand name’s E. The arrow in the logo is similar in a sense that I also have an arrow in my marks.

Black Diamond, a skiing brand, uses geometric forms that create an arrow in its mark. I also used marks that are geometric and that has an arrow as a signature.

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This logo starts with a V that has a similar feels to my marks.

The simplicity is what’s similar.

Village Roadshow Pictures is an entertainment company and their logo starts with a V. The repetitive V strokes and the highlights are very intriguing. just like my marks, this logo use graphic mark of the letter V.

If Veterans Affairs could be shortened like how short Vans is, I could’ve used wordmark, but it’s similar to my marks that starts with V.

No cricles, but with thick letters, Volkswagen logo is a combination of V and W. The circular part is symbolic for cars.

Vintage Industries is a clothing brand from Netherlands. The thickness of the V is almost similar to the new brand’s icon, but it doesn’t have the A part.

With addition of R, the RVA city of Richmond has a similar design with the current VA logo.

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Probably the most infamous logo with an arrow. FedEx uses negative space to create the arrow pointing left in the logo. Though not as obvious as FedEx, I used triangles that point up in my mark.

Delta Airlines has a symbolic mark of an arrow. The strong orange is very positive and symbolizes ascending. This becomes part of my mark that is similar to Delta, the arrow representing ascension.

Chevron is somewhat the most similar to my mark as it showcase an arrow and has that effect that its folded.

Volvo has a circular stroke with an up arrow and the wordmark in the middles. It’s similar to my mark in a sense that they both starts with V and showcases an arrow.

University of Virginia logo has the same thick V that the new brand icon has.

Viva Entertainment has the same VA design on its old logo.

The thickness of the the logo is similar to new brand’s icon of the VA.

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sector

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process work Trust the process. The following pages are my thought process and sketches on paper and logo designs that did not make it to the end. It is a journal of my journey as I tackle the rebranding process for Veterans Affairs.

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sketches + mind maps

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logo design archives

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black and white

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