Seventeen_Visual Development Guide // GR604 Student Project

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VISUAL DEVELOPMENT GUIDE A re-branding project for Seventeen

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VISUAL DEVELOPMENT GUIDE The main aim of the Visual Development Guide was to establish a brand identity for Seventeen that reinforced the new mission statement. This was done by a lot of brainstorming and sketching out a divergent range of logo symbols and word marks. This process resulted in a fresh new logo for our brand.

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Visual Development Guide GR 604: Nature of Identity Spring 2020

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“Teenage is a unique time period.

It is the age when a girl is no longer a child, yet she isn’t quite a woman” —Helen Valentine, Seventeen Founder

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TABLE OF CONTENTS

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BRAND OVERVIEW

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LOGO DEVELOPMENT

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Our History

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Initial Sketches

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Our Old mark

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Distill Sketches

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Our New Mission

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Digital Sketches

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Our Keywords

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Final Refinement

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TA B L E O F CO N T E N T S

LOGO FINALIZATION 73 Similar logos

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Our New Logo

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Standards Inspiration

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B R A N D I N T R O D U CT I O N

BRAND OVERVIEW Our History

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Our Old mark

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Our New Mission

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Our Keywords

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OUR HISTORY

Founded in 1944 by Helen Valentine, “Seventeen” magazine was the first modern ‘teen magazine’. After an immediate success, it became iconic in establishing the tastes and behaviors of successive generation of teen girls. The magazine played a vital role in shaping the modern teen girl ideal as consumers of popular culture and helped create the concept of ‘teenager’ as a distinct demographic in that era.

The early “Seventeen” provided a generation of the thinking young women with information on citizenship and clothing, politics and popularity, adult occupations and adolescent preoccupations, until the economic and social forces converged to reshape the magazine toward teen consumerism. Later, Seventeen took a more fashion and romance-oriented approach in presenting its material while promoting self-confidence in young women.

Valentine wanted Seventeen to address the teenage girl as one that wasn’t only interested in fashion and boys, but who also had a political and social conscience. She wanted the magazine to show that teens needed to be taken more seriously. The magazine’s target audience was right in its title. Valentine once described the age of seventeen as “the age when a girl is no longer a child, yet isn’t quite a woman.” Thus the brand caters to the adolescent needs of smart and capable young women who are one of the most significant economic forces of the society.

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O U R H I S TO R Y

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O U R H I S TO R Y

Seventeen was America’s first modern teen magazine that created the concept of ‘teenager’ as a distinct demographic.

Seventeen was the ultimate content destination for Gen Z and young millennials celebrating real stories and experiences of a teenager’s life. Our relatable voice, clear-cut service, and coverage of all the things teens love makes us the go-to place for young people.

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OUR OLD MARK

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1950s

1960s

1970s

1980s

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OUR OLD MARK

Before moving forward with the new brand identity system that we have developed for our brand it is crucial to have a look at the old mark to understand why it does not work any more. The Seventeen logo has stayed the same ever since our company started, but almost everything else about the design has changed. There was a time when the cover was delightfully simple. Then things just got more and more cluttered. The magenta and the extreme contrast of the logo type added to the cluttered look of the magazine. Our new approach was to create a logo that was built on our three keyword: confident, progressive and enjoyable. We aim at creating a logo mark that represents young teens as strong and confident individuals.

1990s

2000s

2010s

2020s

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M I S S I O N S TAT E M E N T

“Our Mission is to inspire teen girls to be the confident voices and role models that the community needs.�

Seventeen’s early core lied in inducing a sense of strength and confidence in young women before it shifted its focus into fashion, beauty and more consumer oriented communications. The brand has an opportunity to go back to its roots and evolve into more successful and useful outcomes.

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OUR KEYWORDS

In keeping up with our re-branding objective we established three brand keywords that help Seventeen expand in to deliverables.

When considering the future possibilities for Seventeen it is essential to tie them to these keywords.

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OUR KEYWORDS

CONFIDENT

Confidence is the belief that you will be successful. Confidence is related to self-esteem and resilience. It helps teenagers make safe, informed decisions and avoid people and situations that aren’t right for them. Seventeen will help you to be who you are and live life on your terms and desires. It will enable you to accept yourself and be confident.

PROGRESSIVE

Seventeen targets the female youth and it is outgoing, fun, free and progressive. It can set trends or a cult that youngsters can look up to. Seventeen helps teens to succeed in their set goals and motivated them to take the front seat and become the confident voices of the society.

ENJOYABLE

Teenage years should be enjoyed by every girl. Promoting happiness and a positive state of mind can have good effects on personality development. Teenagers are generally full of vitality and energy. This advantage allows them to conquer the world literally, experience new insights, gain wisdom and acquire knowledge. Seventeen makes this experience more enjoyable and memorable.

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LO G O D E V E LO P M E N T

LOGO DEVELOPMENT Initial Sketches

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Distill Sketches

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Digital Sketches

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Final Refinement

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INITIAL SKETCHES

This phase required a lot of divergent logo sketches for Seventeen so that there was a wide variety of option to choose from. The sketches were done based on three visual camps. Each camp were based on the keywords of our brand that is—confident, progressive and enjoyable. All three camps had three more sub-categories.

These included, symbolic, graphic and word-mark. Through this process that generated multiple sketches we could then identify which camp and category of the logo worked best for our new brand images and had more visual as well as logical impact.

The idea was to create a logo that appealed to the target audience of Seventeen and also established a new way of representing young girls as strong and confident women. The logo sketches had to tie back to our mission statement so that it communicated the right kind of message of feeling that we are aiming towards.

Confident

Progressive

Enjoyable

Symbolic

Symbolic

Symbolic

Graphic

Graphic

Graphic

Word Mark

Word Mark

Word Mark

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Camp One Category One: Symbolic

PROGRESSIVE To help teens to succeed in their set goals and motivate them to become the confident voices of the society.

Symbolic Marks A symbolic mark can be an abstract idea that represents something that is directly or indirectly related to your brand.

These contain marks, shapes and icons that induce a deeper meaning to your brand.

Based on our first round of sketches we thought that marks pointing upwards, or sparks and crowns connect more with our brand mission.

Ok

Not Ok

Crowns can relate to possession of power or leadership.

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I N I T I A L S K E TC H E S

We thought birds or spirit animals do not feel like our brand.

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Camp One Category One: Symbolic

PROGRESSIVE To help teens to succeed in their set goals and motivate them to become the confident voices of the society.

We also sketched out some ‘S’ marks, but came to a conclusion that the letters 1 and 7, felt more like our brand.

We liked the idea of fire representOk

Not Ok

ing the spirit of new generation of teenage girls.

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I N I T I A L S K E TC H E S

Marks like these felt more like a tech brand rather than a brand that targets teen girls.

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Marks that made the logo look pretty rather than bold and confident did not resonate with our mission.

Camp One Category Two: Graphic

PROGRESSIVE To help teens to succeed in their set goals and motivate them to become the confident voices of the society.

Graphic Marks Graphical marks are a direct and straight-forward representation of the brand rather that marks that are based on metaphors.

Based on our previous study, we began sketching marks with the numbers ‘1’ and ‘7’. The bold and simpler marks looked better that the marks that had serifs or were rounded.

Ok

Not Ok

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I N I T I A L S K E TC H E S

Simpler marks that were minimal yet bold, worked well.

We found this mark unique and could turn into something interesting when refined.

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Camp One Category Two: Graphic

PROGRESSIVE To help teens to succeed in their set goals and motivate them to become the confident voices of the society.

We tried sketching ‘S’ in bolder was but the numbers worked better as anyone can have a ‘S’ mark but no one can own a mark with the number ‘17’. This would make our mark more unique yet relatable.

Ok

Not Ok

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I N I T I A L S K E TC H E S

Marks like these looked complicated and overdone.

We found this mark unique and could turn into something interesting when refined.

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I N I T I A L S K E TC H E S

Flames would work well to represent the spirit of teenage girls

Camp One Category Two: Graphic

PROGRESSIVE To help teens to succeed in their set goals and motivate them to become the confident voices of the society.

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An icon integrated with the logotype was an interesting option.

Camp One Category Three: Word Mark

PROGRESSIVE To help teens to succeed in their set goals and motivate them to become the confident voices of the society.

Word mark Word mark or logotype is the entire name of the brand. It needs to be unique and relate to the design of the logo icon.

Ok

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We decided not to break the word Seventeen into two parts.

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I N I T I A L S K E TC H E S

Word marks like these had the similar problem of looking too pretty, a quality that we wanted to break away from.

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Camp Two Category One: Graphic

CONFIDENT To help young girls build their self-esteem and become the confident voices that the community needs.

Based on our camp one process we sketched out graphic marks that were bold and sturdy. Our aim was to come up with icons that reflected our mission.

Ok

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Marks with ‘17’ still proved to be more effective than the others

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I N I T I A L S K E TC H E S

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Camp Two Category One: Graphic

CONFIDENT To help young girls build their self-esteem and become the confident voices that the community needs.

These options were less successful than the sketches from the other comps

Ok

Not Ok

A simplified flame icon, with a subtle integration of the letter ‘S’ worked well.

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Camp Two Category Two: Symbolic

CONFIDENT To help young girls build their self-esteem and become the confident voices that the community needs.

For the symbolic options under this camp, we explored abstract marks that could indirectly relate to the idea od confidence and elegance.

I N I T I A L S K E TC H E S

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CONFIDENT To help young girls build their self-esteem and become the confident voices that the community needs.

Marks with stars, sparks, diamonds and crowns worked well for our brand.

Ok

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The idea of a spark or a star resonated well with our new brand mission.

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I N I T I A L S K E TC H E S

The mark with a diamond and a crown created an instant connection and we decided to further refine it in round 2 of sketches.

Marks like these seem too fragile for the brand image that we were aiming for.

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Camp Two Category Two: Symbolic

CONFIDENT To help young girls build their self-esteem and become the confident voices that the community needs.

We liked the look of marks that gave a regal feeling, but this type of execution deviated from our brand keywords.

Ok

Not Ok

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Camp Two Category Three: Word Mark

CONFIDENT To help young girls build their self-esteem and become the confident voices that the community needs.

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Camp Three Category One: Symbolic

ENJOYABLE To help teens to succeed in their set goals and become confident young women in an enjoyable and fun way.

For this category we explored playful and friendly marks that reinforce our brand mission in a fun way.

Based on our previous two camps, we thought these marks Ok

Not Ok

were less successful.

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I N I T I A L S K E TC H E S

Marks like these reinforced the idea of togetherness and happiness.

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We found this mark interesting but it required refinement to get to the feeling that we were aiming for.

Camp Three Category One: Symbolic

ENJOYABLE To help teens to succeed in their set goals and become confident young women in an enjoyable and fun way.

Even though the previous two camps, Progressive and Confident, had comparatively more successful outcomes, it was essential to work on this camp. It made us aware of the brand identity we wanted to absolutely avoid for Seventeen.

Ok

Not Ok

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I N I T I A L S K E TC H E S

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Camp Three Category Two: Graphic

ENJOYABLE To help teens to succeed in their set goals and become confident young women in an enjoyable and fun way.

Ok

Not Ok

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Camp Three Category Three: Word mark

ENJOYABLE To help teens to succeed in their set goals and become confident young women in an enjoyable and fun way.

Ok

Not Ok

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DISTILL SKETCHES

This phase required converging our process into more refined sketches. Based on our first round of sketches, we picked up the best marks from all three camps, and created variations of the some of the marks, to reached to a more refined and definite stage. As we worked on the variations, we started brainstorming on which mark worked better than the other based on our brand soul, mission and our keywords. We wanted our mark to relate to all three keywords— confident, progressive and enjoyable.

The idea was to create a logo that appealed to the target audience of Seventeen and also established a new way of representing young girls as strong and confident women. The logo sketches had to tie back to our mission statement so that it communicated the right kind of message of feeling that we are aiming towards.

Initial

Distill

Digital

Final

Sketches

Sketches

Sketches

Refinements

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Some marks that we though were initially

spark integrated with the numbers,

compared to the other options that were

‘17’, quite interesting.

Concept One Rough Sketches

ENJOYABLE To help teens to succeed in their set goals and motivate them to become the confident voices of the society.

Work Mark

Out of all the variations that we tried we decided to further refine this Not Ok

We found the ides of the flash or the

interesting, became less successful more in line with the brand mission.

Ok

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mark in the digital round of sketches.

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D I S T I L L S K E TC H E S

This is where our new logo was born. We previously liked the idea of a diamond and a crown, but the sketch with the numbers ‘17’ in the form a shield, related much more to our mission and keywords.

It felt like a strong and confident mark, a primary feeling we were aiming for in our logo identity.

After some exploration, we decided to drop out the idea of the flame, as even after refinement it did not turn out as impactful than the other option.

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This mark was simple yet bold.

Ok

Not Ok

We decided to refine it further in our digital round of sketches.

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D I S T I L L S K E TC H E S

Evn though this mark was minimal, we thought it did not have a deeper meaning or feeling to it. We wanted our brand identity to be srong, confident and smart.

The idea of a star did not feel unique compared to other marks that were sketched out. Thus, we decided to drop this direction.

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DIGITAL SKETCHES

In the digital phase we selected four of the best options from our refined sketches. We then created multiple digital marks of the logo directions. The final ones were the spark mark, the combination of a crown and a diamond, the combination of a crown and a shield and a square logo that integrated the number ‘17’ and a spark.

We also tried out various color combinations to see which ones worked the best and felt more like our brand ‘Seventeen’.

After comparing the four directions we decided to finalize the crown and the shield logo because it effectively represents our brand keywords­—confident, progressive and enjoyable. It also relates to our brand mission which aims to help teen girls become the confident voices and role models of the society. The mark is bold, strong and powerful.

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Direction 01

D I G I TA L S K E TC H E S

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Direction 02

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D I G I TA L S K E TC H E S

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Direction 03

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Direction 04

D I G I TA L S K E TC H E S

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FINAL REFINEMENT

In the final refinement stage, we finalized the best mark from the previous stage, where we worked on four logo marks. For the final mark we chose the one which was a clever combination of a crown, a shield integrated with number ‘17’. The logo unit is paired with a custom made word mark, which is condensed and compliments the bold and solid shape of the logo icon.

Our logo is extremely adaptable to various surfaces and is easily to produce in the form of print as well as for web purposes. As all the elements of the icon are separated with some space, the logo will face no problem even when printed in a smaller size. For more information regarding the usage of our logo, refer to our book three, that is the Visual Standards Guide for Seventeen.

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Logo Variations

FINAL REFINEMENT

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Color Variations

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CO LO R VA R I AT I O N S

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LO G O F I N A L I Z AT I O N

LOGO FINALIZATION Similar logos

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Our New Logo

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Standards Inspiration

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SIMILAR LOGOS

Crowns We looked at different company logos that use crown as their logo element. This study helped us make our mark stand out from the rest of the logos. We also determined what are the similarities and differences between other brand logos and our logo.

Carlsberg

Starbucks

Corona

Similarities: Curves at the top

Similarities: Similar shape

Similarities: Similar Color of

Similarities: Spikes of the crown.

of the crown.

Difference: Based on a

the crown.

Difference: Crown has only one

Difference: Shape is much

geometrical construction.

Difference: Shape is much

dot at the top.

more simplified.

Hallmark

more simplified.

Budweiser

Sacramento Kings

Pandora

Regus

Similarities: Spikes of the

Similarities: Solid Geometrical

Similarities: Spikes of the

Similarities: A mix of curved

crown are similar.

shape of the crown.

crown are similiar.

and straight lines.

Difference: The shape solid and

Difference: Curved instead of

Difference: Much larger crown.

Difference: Whole crown instead

not made up of lines.

straight and rigid.

of half.

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S I M I L A R LO G O S

Operan

Ahold

Saab

Similarities: Crown sits on top

Similarities: Similar color of

Similarities: Crown sits on top

Similarities: Spikes of the crown.

of another object.

the crown.

of another object.

Difference: Wider compared to

Difference: Our shape is com-

Difference: Our shape is

Difference: Shape does not

the narrow and elongated crown.

pletely different and is in color.

comparatively minimal.

include the clover leaf shape.

Parex Banka

KLM

The Royal

Hallmark

Similarities: Built in a flat base.

Similarities: Built in a flat base.

Similarities: Solid shape.

Similarities: Crown sits on top

Difference: Our shape geometric

Difference: Different shape with

Difference: Different shape

of another object.

and solid rather than curved

just one dot on top of the crown.

which is solid and geometrical.

Difference: Our crown is the pri-

with thick-thin lines.

Rolex

mary element of the logo rather than being a small part of a unit.

Agio

Draft Kings

Real Madrid

Los Angeles Kings

Similarities: One dot at the top

Similarities: Crown sits on top

Similarities: Similar Color of

Similarities: A mix of curved and

of the crown.

of another object.

the crown.

straight lines.

Difference: Shape is completely

Difference: Our crown is

Difference: Our shape is much

Difference: Our crown is more

different and minimal.

straight and not tilted.

more simplified.

simplified and bold.

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SIMILAR LOGOS

Shields We also looked at different company logos that use shields as their logo element. After looking at other logos we were able to come up with a unique shape for our mark, that looked completely different than the rest.

Fan Club Barcelona

Nets B

Union Pacific

Abarth

Similarities: Elements enclosed

Similarities: Single solid color

Similarities: Dual color logo.

Similarities: Elements enclosed

within the shield.

of the shield.

Difference: Does not have any

within the shield.

Difference: Elements are much

Difference: Explores colors

other disturbing elements at-

Difference: Typographical logo.

more minimal and simplified.

rather than being black and

tached to the sides of the shield.

white.

McAfee

CM Security

Chevron

Harvard University

Similarities: Both logo are

Similarities: Combination of

Similarities: Both logo are

Similarities: Solid shape of

minimal with similar shape at

shield and crown shape.

minimal with similar shape at

the shield.

the bottom.

Difference: Crown shape is

the bottom.

Difference: Our logo is much

Difference: Our logo is straight-

separated rather than attached.

Difference: Our logo is straight-

simplified yet has impact.

ened at the top, rather than

ened at the top, rather than

inclined.

inclined.

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S I M I L A R LO G O S

Ferrari

Porsche

UPS

Warner Bros.

Similarities: Simplified shape

Similarities: Simplified shape

Similarities: Elements enclosed

Similarities: Elements enclosed

of the logo.

of the logo.

within the shield.

within the shield.

Difference: Our logo is a

Difference: Our logo is a

Difference: The elements are

Difference: The elements are

geometrical shape.

geometrical shape.

numbers rather than letters.

numbers rather than letters and shape is simplified.

Lamborghini

NHL

Canada Dry

Cadlliac

Similarities: Simplified shape

Similarities: Solid color logo.

Similarities: Combination of a

Similarities: Red and yellow

of the logo.

Difference: Does not include

shield and crown.

colors are similar.

Difference: Does not include an

multiple outlines and shield is

Difference: Our logo is not as

Difference: Our logo is not as

outline and shield is not com-

not completely filled.

complicated.

complicated.

BlueCross BlueShield

British Petroleum

Harley Davidson

Los Angeles Kings

Similarities: Solid color logo.

Similarities: Crown sits on top

Similarities: Elements enclosed

Similarities: Similar shape of

Difference: Does not include an

of another object.

within the shield.

the logo.

outline and shield is not com-

Difference: Our logo is partially

Difference: Our shape is much

Difference: Our crown is more

pletely filled.

filled and not outlined.

more simplified and includes

simplified and bold, without

numbers instead of letters.

outline and other elements.

pletely filled.

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Our new logo is created based on our three keywords: Confidence, Progressive and Enjoyable. It is the combination of the Seventeen symbol and word mark.

The logo represents our mission to help leverage teens into confident young women of the society. It is a combination of a crown, a shield and the numbers 1 and 7, to create a dynamic unit paired with a custom made word mark.

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O U R N E W LO G O

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STANDARDS INSPIRATION

Before moving ahead with our standards guide we studied guides of other companies to get inspiration. We identified things that could work as well as not work for our brand.

I found some examples had detailed construction of their logos that helped in understanding how to use the logos in various proportions and sizes. After looking at the brand manual of Exploratorium, we liked the fact how it is informative yet playful and fun, something that the brand stands for. The GAP manual on the other hand lists in detail all the typefaces that can be used. We also liked the way how brands named colors along with their company, thus giving it a personal touch and a sense of an identity that is proudly owned. For example, FedEx Purple, Devon Blue.

We agreed that a cross or a slant line immediately creates a sense of “do not use” for the viewer. Also, the Nexstar manual is a good example of how to set up a don’ts system for a logo symbol. This gave us a good idea of how one logo can be adapted into various form suitable of sub section of the same company or converted based on the background on which the logo appears. The Encore Careers example is interesting as it bases its further advertising and

GAP Inc.

marketing on their logo.

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Exploratorium

FedEx

Exploratorium

S TA N DA R D S I N S P I R AT I O N

Encore Careers

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Check out our Brand Visual Strategy Guide to know more about Seventeen and our Visual Standards Guide for our brand guidelines.

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Designer Saili Sawant Program MA in Graphic Design Typography DIN Photography Unsplash.com Seventeen.com Pexels.com Printing and Binding Blurb.com

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