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Visual Development Guide
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Visual Development Guide
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Visual Development Guide
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Visual Development Guide A re-branding project of Zynga
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Zynga
Visual Development Guide
Contents Page
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Brand Overview 01/1
Our History
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01/2
Our New mission
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01/2
Old Mark
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01/2
Keywords
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Logo Development 02/1
Initial Sketches
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02/2
Refined Sketches
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02/3
Final Sketches
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02/4
Digital Sketches
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02/5
Final Refinements
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02/6
Color Explorations
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Logo Finalization 03/1
Similar Logo
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03/2
Our New Logo
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03/3
Standards Inspiration
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Visual Development Guide
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Not having a clear goal leads to death by a thousand compromises —Mark Jonathan Pincus, An American Internet entrepreneur knows as the founder of Zynga.
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Zynga
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Visual Development Guide
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Brand Overview 01/1
Our History
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01/2
Our New mission
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01/2
Old Mark
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01/2
Keywords
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Zynga
Visual Development Guide
Our History
Zynga Inc. is an American social game developer running social video game services which was founded in April 2007 and it’s headquarters is in San Francisco, California, United States. Zynga changed the game forever with broadly popular games like FarmVille, Zynga Poker, City Ville, Draw Something and Words with Friends, which are played by hundreds of millions of players each and every month. Every day they strive to create the best games for people everywhere to play together crafted by teams of passionate gamers, visionary creatives, and engineers. Company logo is a rendering of CEO Mark Pincus’s now immortal dog Zinga, an American Bulldog. Zynga have active studios over the globe which include Chicago, Austin, Texas, Ireland, Toronto, Turkey, San Diego, San Francisco and India.
What the brand does: Make social video games Who they do it for: Mostly for the target audience of all age group, who uses smartphones. Why they do it: To connect the people globally through games.
Brand Overview
Our History
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Brand Overview
Our New Mission
Our New Mission
Our mission is, connecting people through playful interactions and delighting them with new experiences
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Old Mark Before Developing a new identity system for Zynga, it is important to understand and examine the design of our past look. The old look of Zynga consists of a logo symbol or dog's silhouette and a logo mark in san serif font.
What will be changing? The new Zynga will reinforce our mission of connecting people through playful interactions. We are going to update the values, objectives, and distinct characteristics of the brand.
Visual Development Guide
Brand Overview
Old Mark
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Keywords In keeping with our re-branding objective, we set three keywords as a core to help our brand extension in the future. When considering Zynga’s future, it will be always helpful to keep our keywords in mind.
Interactive It will focus to create interactions between people through learning and experiencing new things.
Playful Zynga has always been a playful brand and it will continue be by coming up with playful things
Connecting It will connect people all around the globe through interaction and sharing each others experience and knowledge.
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Logo Development 02/1
Initial Sketches
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02/2 Refined Sketches
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02/3
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Final Sketches
02/4 Digital Sketches
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02/5 Final Refinements
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02/6 Color Explorations
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Initial Sketches This is phase one which includes free-hand logos based on the keywords interact, connect, and playful. Each bucket includes three categories namely symbols, graphics and logotype. During this time we tried to explore different options to identify the direction that has potential. In the first round, we explored as many divergent possibilities so that we could compare them all. Eventually, we narrowed it down to one concept which we thought was working the most. After three rounds of sketching, we were able to put the potential ideas into the computer to refine our final logo.
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Interactive It will focus to create interactions between people through learning and experiencing new things Symbolic Marks A symbolic mark is a thing that represents or stands for something else, it can be material, object, or representing something abstract. We tried different things in this category that follows our keywords interacts, connect, and playful. We tried to demonstrate the interactiveness in the sketches. We tried different shapes which included organic and geometric shapes, arrows, and many more things.
Visual Development Guide
Logo Development
Initial Sketches
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Keyword Interact
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Playful It will connect people all around the globe through interaction and sharing each others experience and knowledge. Symbolic Marks
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Initial Sketches
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Connecting Zynga has always been a playful brand and it will continue be by coming up with playful things Symbolic Marks
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Interactive It will focus to create interactions between people through learning and experiencing new things Graphic Marks In comparison to symbolic marks, Graphics are more straight forward and usually use geometric shapes as components of the symbol. We tried the different combinations with the letter ‘Z’ as it is the 1st letter of Zynga. We also tried abstract shapes of the letter ‘Z’ for all the keywords.
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Logo Development
Initial Sketches
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Playful It will connect people all around the globe through interaction and sharing each others experience and knowledge. Graphic Marks
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Logo Development
Initial Sketches
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Connecting Zynga has always been a playful brand and it will continue be by coming up with playful things Graphic Marks
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Logo Development
Initial Sketches
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Interactive It will focus to create interactions between people through learning and experiencing new things.
Playful It will connect people all around the globe through interaction and sharing each others experience and knowledge.
Connecting Zynga has always been a playful brand and it will continue be by coming up with playful things
Logotypes A logotype is a single piece of type that prints a word or group or separate letters. Logotype can also be used as a logo or it can be with a unit for graphic marks or symbols.
Visual Development Guide
Logo Development
Initial Sketches
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Refined Sketches The first round of sketches was to ensure if we have explored all the possible divergent ideas. After round one, we narrowed down to a specific style that has the maximum potential. After the review, we figured out that keywords interactive and connecting are working better than playful, so we decided to go ahead with those keywords and explore some more ideas to get our final logo.
Interactive Playful Connecting
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Interactive It will focus to create interactions between people through learning and experiencing new things.
Connecting Zynga has always been a playful brand and it will continue be by coming up with playful things
Symbolic Marks A symbolic mark is a thing that represents or stands for something else, it can be material, object, or representing something abstract.
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Logo Development
Refined Sketches
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Interactive It will focus to create interactions between people through learning and experiencing new things.
Connecting Zynga has always been a playful brand and it will continue be by coming up with playful things
Graphic Marks In comparison to symbolic marks, Graphics are more straight forward and usually use geometric shapes as components of the symbol.
Visual Development Guide
Logo Development
Refined Sketches
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Logo Development
Refined Sketches
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Refined Sketches
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Interactive It will focus to create interactions between people through learning and experiencing new things.
Connecting Zynga has always been a playful brand and it will continue be by coming up with playful things
Logotypes A logotype is a single piece of type that prints a word or group or separate letters. Logotype can also be used as a logo or it can be with a unit for graphic marks or symbols.
Visual Development Guide
Logo Development
Refined Sketches
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Final Sketches This is the third round of sketching, after initial and refined explorations of the sketches we selected those, which are relevant and makes more justice to our brand. We decide to select three designs and go forward with digital sketches. In this round, we explored different geometric and basic shapes, graphic marks in positive and negative spacing and we also tried combining symbolic and graphic marks which gives an essence of symbolic logo but creates a graphic mark in negative spacing.
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Logo Development
Final Sketches
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Visual Development Guide
Digital Sketches After exploring three rounds of hand sketches we came down to four logos and decided to go forward with digital sketches. We selected those four which are relevant to our brand. In this round, we selected the four logos which are precisely drawn by hand. We scanned the sketches and based on the hand-drawn images we created the digital version of the logos.
First Direction
Logo Development
Second Direction
Digital Sketches
Third Direction
Fourth Direction
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First Direction
zynga
ZYNGA
Logo Development
Digital Sketches
Second Direction
zynga
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Third Direction
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Fourth Direction
Digital Sketches
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Final Refinements This is the final round for the chosen direction. In this round, we refined combined and selected the final logo for use. We also explored different color pallets for the logo. Symbol We picked the second direction from the previous round which had the most potential for being the final logo, which is a combination of symbol and graphic mark. It has two arrows and in between creates the letter ‘Z’.
Visual Development Guide
Logo Development
Final Refinements
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Color Exploration We tried different exploration and combinations for the color. We narrowed down our color pallet based on our keywords, interactive, connecting and playful. In our color exploration, we explored different contrast and pop color. Eventually, we noticed that they were looking clichĂŠ and some of the color options were also vibrating. So we also explored color scheme with one pop color and one neutral color which will maintain the balance.
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Logo Development
Color Exploration
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Our Future
Future Expansion
Logo Finalization 03/1
Similar Logo
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03/2 Our New Logo
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03/3
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Standards Inspiration
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Similar Logos Before finalizing our final logo, it is very necessary to do visual research and study the other existing logos in the market which has similar elements to our new logo. We have kept our eyes on two types of the logo which consists of arrows and Z. It is very necessary to present similar logos like ours and how we differentiated from those logos. For each logo, we have identified the similarity and differences with our new logo.
Visual Development Guide
Logo Finalization
Similar Logos
Converse
Amazon
Similarity: The arrow pointing at the right. Difference: Only have one arrow.
Similarity: Using arrow with logotype. Difference: Connecting two letters.
Citroen
Red Arrow Studios
Similarity: Using two arrows Difference: The arrows are in the same direction and pointing upwards.
Similarity: Using arrow as a symbol. Difference: Arrow looks like triangle and there are multiple arrows.
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Seatrain Lines
Amtrak
Similarity: The arrows are pointing to the left and right and creating a letter with the negative space. Difference: The arrows have sharp edges.
Similarity: Using arrow with graphic element. Difference: Using only one arrow with sharp edges.
Renfe
Red Arrow Studios
Similarity: Using two arrows Difference: The arrows are in a circle and pointing each other.
Similarity: Using arrow as a symbol. Difference: Arrow looks like triangle and there are multiple arrows.
Logo Finalization
Similar Logos
Volvo
Snocap
Similarity: Using a arrow at the top of the symbol. Difference: They only have one arrow and it is pointing upwards.
Similarity: Using two arrows pointing in the opposite direction Difference: The arrows are pointed and curve from inside.
Subaway
Burton
Similarity: Using arrow pointing left and right. Difference: The arrows are incorporated with the logotype and they have sharp edges.
Similarity: Using arrow in the symbol Difference: There is only one arrow.
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UP & UP
Accenture
Similarity: Using arrow with rounded edges Difference: They are using only one arrow.
Similarity: Using arrow pointing at the right. Difference: They are using only one arrow.
Chevron
British Rail
Similarity: Using two arrow Difference: The arrows are pointing downwards with sharp edges.
Similarity: Using arrow pointing at the right and left. Difference: The arrows are interconnected to each other.
Logo Finalization
Similar Logos
Nos
Fedex
Similarity: The arrow pointing at the right. Difference: They only have one arrow.
Similarity: Using a hidden arrow which is between E and X. Difference: The arrow is not visible unless one see it very properly.
Subaway
Carrefour
Similarity: Using arrow pointing left and right. Difference: The arrows are incorporated with the logotype and they have sharp edges.
Similarity: Using arrow pointing left and right. Difference: The arrows have sharp edges.
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Our New Logo Zynga’s new logo is a combination of symbol, graphic mark and logotype. The symbol reinforces our mission of connecting people through playful interactions and delighting them with new experiences. Symbol consist of two arrows and graphic mark of letter ’Z’ is created in between by negative spacing.
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Logo Finalization
Our New Logo
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Symbol
Logotype
Logo
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Standards Inspiration These are the four examples of the existing standards manual that we found inspiring and able to absorb.
BCCB The over all design system is very clear by showing the use of symbol and word mark and the different variation in color and in black and white. In the application section the “do not use� is presented very cleverly as it is standing out.
Electrolux Apart from the logo, typography it also shows the different specification like grids, and how to use the layouts through out the brand. It also shows how to do double branding which is the interesting part we found.
Visual Development Guide
Logo Finalization
Apple Clean, clear simple information, which specifies more about the typography. It shows very minute details like point sizes, how to show the hierarchy, how to differentiate between main and short message etc.
IBM Bodoni Manual A traditional Logo standards which mainly showcase typography but it has implemented in a unique way specially emphasizing on the layouts.
Standards Inspiration
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Check our Visual Standards Guide to see how Zynga started a new journey in the future.
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This book is a non-commercial for educational purpose. It is not intended to represent the Zynga brand. Brand Contents zynga.com en.wikipedia.org/wiki/Zynga Photography unsplash.com play.google.com zynga.com Student & Designer Rutu Palav Course Nature of Identity Typeface DIN & Serifa Standard Binding & Printing blurb.com
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playfulinteractions.info
Visual Development Guide