ALMA Brand Redesign Book

ALMA Brand Redesign Proposal

ALMA Brand Redesign Shundiin Nakai RMCAD GD3040 K. Pickering

Table of Contents Client Research Company Details Personas Research Findings

Key Visual Elements

Color Palette Type Program Type Treatments & Patterns Logo Concepts

Print Designs

Business Card & Letterhead Brochure

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Table of Contents Thank You Card Posters Packaging Designs

Digital Designs

Website App Digital Connection Map

Environmental Designs Vehicle Wraps Billboard & Banners

Plans for Future Elements Additional Elements

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“Winds of Change”, Spring 2011

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01 Client Research

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Company Details When beginning the research process for this project, I gathered various details about my chosen company, ALMA, to get a better idea about the company’s core values as well as what aspects of a brand they already possessed like a logo, website, etc.

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Name ALMA • Apprenticeships for Leaders in Mosaic Arts

Values • Mentorship • Creativity • Community

Logo

Mission Statement “To mentor and train young adults through the creation of handmade tile mosaics and commnunity engagement.”

Attributes • Unique • Craftsmanship • Teamwork • Leadership • Planning 4

Products & Services • Handmade Flat Tiles • Handmade Design Tiles • Individual Design Tiles • Creating and Glazing Tiles • Installing Tiles • Upkeep of Tiles • Replacement of ALMA’s tiles on older mosaics • Mini Mosaics • Large-Scale Mosaics 5

Personas The next step in my research process was to construct client personas for ALMA. The point of this was to give an idea of the customer I would be creating ALMA’s new brand for.

Isla Martinez

Marie Bennett

• 25-30 years old • College level education • Albuquerque, New Mexico • Art lover and would buy a smaller mosaic from ALMA, as it is less expensive

• 30-60 years old • College level education or above • Albuquerque, New Mexico • Seeking a unique artwork and doesn’t mind a higher price

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Research After getting a better idea of the company, I began to conduct research regarding the creation of a new brand for ALMA. A major point of inspiration for me was that the word “alma� means soul in Spanish and the company founders have made it very clear that this meaning is very important to them. So, I began to gather information on common symbols for the soul.

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Alchemical Symbols

Cultural Symbols

Symbols for gold, phosphorous, and diamond are all thought to relate to the soul. Additionally, the Hermetic Seal of Light, also known as Quintessence is thought to represent the body and soul.

ALMA is based in New Mexico and the state’s major cultures are Mexican and various Native American tribes. So, I made it a priority to research these cultures’ symbols for the soul.

Common soul symbols are circles, squares, diamonds, and mandalas.

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“Winds of Change”, Spring 2011

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02 Key Visual Elements

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Color Palette When thinking about what kind of colors I wanted to utilize in this project, I took inspiration from the warm/cool theme used in ALMA’s mosaics and the desert landscape often seen in New Mexico.

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Inspirational Images

Final Colors R 253, G 198, B 108 C 0%, M 24%, Y 66%, K 0% HEX #FDC66C R 228, G 136, B 56 C 8%, M 55%, Y 89%, K 0% HEX #E48838 R 154, G 205, B 200 C 40%, M 4%, Y 23%, K 0% HEX #9ACDC8 R 23, G 176, B 170 C 75%, M 6%, Y 39%, K 0% HEX #17B0AA R 10, G 83, B 89 C 91%, M 51%, Y 54%, K 31% HEX #0A5359

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Type Program For titles and headings

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?&!

Josefin Sans, Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?&!

Garamond, Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?&!

Josefin Sans, Bold

For subtitles

For subtitles

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Since ALMA is a young company, I chose fonts that work well together and would make ALMA appear as trustworthy and established company.

Type Treatments & Patterns For my type treatments and patterns, I drew inspiration from the tile shapes used in ALMA’s mosaics, the grout that unifies the tiles into a single mosaic, and the common soul symbols.

Pattern #1 Tile Shapes

Pattern #2 Tile Mandala

Pattern #3 Grout-joints

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Logo Concepts When creating logo concepts for ALMA, I thought about the common symbols for the soul I discovered in my research. Also, I wanted the logos to look like they were for a creative company.

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Initial Sketches

Final Logos

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“Radiant Sun, Enchanted Rain”, Spring 2012

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03 Print Elements

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Business Card & Letterhead

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Brochure

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Thank You Card

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Posters

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Package Designs

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“Radiant Sun, Enchanted Rain”, Spring 2012

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04 Digital Elements

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Website Home Page

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Website About Page

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Phone App Concept My concept for a smartphone app is a puzzle app that is inspired by the tiles and look of ALMA’s mosaics. It is like a typical jigsaw puzzle app, but the puzzle pieces in this game are tile shaped.

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Tablet App Concept My tablet app concept is the same as my phone app, so I made changes to the layout.

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Digital Connection Map

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“Radiant Sun, Enchanted Rain”, Spring 2012

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05 Environmental Designs

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Vehicle Wraps

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Billboard & Banners

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“Weaving Our Destiny”, Spring 2017

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06 Plans for Future Elements

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Additional Elements After going through this process, some future elements I would like to create as a part of ALMA’s brand are various kinds of merchandise, more webpages, and more posters. The main ways ALMA communicates with its customers is through the company’s website and artwork, so I think creating these elements would certainly be worthwhile.

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