SeaWorld-Visual Development Guide // GR 604 Student Project

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Visual Development Guide

Visual Development Guide

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Table of Contents

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VISUAL RESEARCH 06 Overview 08 Logo History 10 New Concepts 12 Logo Research

FUTURE 16 Logo Design Process 18 First Round Sketches (Three Directions) 36 Second Round Refinement (One Direction) 42 Best Selection for Digital 50 Final Logo

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01 Visual Research

Overview Logo History New Concepts Logo Research

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Overview SeaWorld Parks & Entertainment is a leading theme park and entertainment company providing experiences that matter and inspiring guests to protect animals and the wild wonders of our world. They are one of the world’s foremost zoological organizations and a global leader in animal husbandry, behavioral management, veterinary care and animal welfare. They also rescue and rehabilitate marine animals that are ill, injured, orphaned or abandoned, with the goal of returning them to the wild. The SeaWorld and Busch Gardens rescue teams have helped more than 35,000 animals in need over the last 50 years.

They own or license a portfolio of recognized brands including SeaWorld, Busch Gardens and Sea Rescue. Over our more than 50-year history, they have built a diversified portfolio of 12 destination and regional theme parks that are grouped in key markets across the United States. Many of their parks showcase our one-of-a-kind zoological collection and all of our parks feature a diverse array of thrill and family rides, shows, educational demonstrations and/or other attractions with a broad demographic appeal which deliver memorable experiences and a strong value proposition for our guests. What the brand does? Providing more close interaction with marine animals. Why we do it? Helping people connect with animals and providing experiences to inspire people to protect them.

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Logo History SeaWorld has used five different logos during different periods. The logo has shifted form literacy shape like fish, dolphin and ocean wave to abstract shape. The typeface that has been chosen includes hand-script, sans serif and serif. It is very important to understand the brand of visual developing history before starting the redesign process.




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2014 (50th anniversary)

1998-1999 1999-Present

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New Concepts After research the SeaWorld brand and brainstorming for new ideas, I came up with three different new ideas of visual development for this brand. Based on the soul— Creating a conservation relationship between humans and marine animals, and mission statement—Through opportunities for people to protect marine animals and oceans, I determined three keywords: connection, sustainability and protection to develop the visual ideas.


Connect between humans and marine animals



Environment sustainable development.


Protect marine animals and oceans

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CONNECTION Connect between human and marine animals SeaWorld prefers to provide a chance, which will let people more closely with marine animals in the future. SeaWorld will provide lots of forms that educate people how to protect marine animals and oceans when they interact with them.

SUSTAINABILITY Environment sustainable development. SeaWorld will organize some programs or events related to ocean protection. Humans get a lot from marine animals and oceans like entertainment, food and marine knowledge, with the development of the society, the marine environment is getting worse. So how to protect the marine environment is always the SeaWorld wants to do.

PROTECTION Protect marine animals and oceans. SeaWorld has always been committed to protecting oceans and marine animals. Deterioration of the marine environment and human activities have caused harm to marine animals, SeaWorld will help with marine animals and oceans in different ways.

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Logo Research Based on the previous step, I collected some logos that similar to my visual styles, such as shield shape with letter S, water wave with letter S and trident shape. This step can inspire me to develop my thoughts for visual style.

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02 Identity Development Logo Design Process First Round Sketches (Three Directions) Second Round Refinement (One Direction) Best Selection for Digital Final Logo

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Logo Design Process The three keywords are guiding identity development for the SeaWorld brand. For each concept, there are three directions for logo design, which are type, graphic and symbolic logos.


Generate sketches in three directions, and refine ten sketches for each direction.


Chose one direction to develop further logos, and select ten sketches to refines.


Develop the best visual ideas, then turn into computer to refine and try colors for the best.

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35//Visual Strategy Guide

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Phase One: Connection

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Phase One: Sustainability

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Phase One: Protection

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Phase Two: Protection

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Phase Three:

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Digital Version

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Final Logo The final logo inspired by shield shape, letter S and ocean wave. The shield shape represents the concept of protection, letter S represents SeaWorld, and the ocean wave element connects to the marine.







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X 2/1X

X 2/1X

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DESIGNER Yuxin (Sicilia) Fu CLASS Nature of Identity INSTRUCTOR Hunter Wimmer SCHOOL Academy of Art University



DISCLAIMER This book is non-commercial project for education purpose and is not intended to represent the SeaWorld brand.

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