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VISUAL DEVELOPMENT GUIDE


VISUAL DEVELOPMENT GUIDE


“Don’t ever let a soul in the world tell you that you can’t be exactly who you are.” —Lady Gaga, Singer-Songwriter


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SASSY

VISUAL STRATEGY GUIDE

CONTENTS


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[01] [02] [03] [04]

BRAND CONCEPT

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Who is Sassy

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Logo Evolution

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What Makes Us Sassy

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LOGO DEVELOPMENT

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Round 1: Initial Sketches

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Round 2: Secondary Sketches

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REFINEMENT

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Round 3: Rough Sketches

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Fine-tuning

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NEW VISION

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Final Logo

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Logo Competitors

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[01]

BRAND CONCEPT

Before developing the new identity, we take a look at our past, specifically the evolution of our logo. This will help us determine what was previously done and how we can move forward.


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SASSY

VISUAL STRATEGY GUIDE

Sassy encourages the unconventional thinking of young women and provides a platform for self-expressive individuals.


BRAND CONCEPT

WHO IS SASSY Sassy was a teen magazine founded in 1988 by Australian feminist and CEO of Matilda Publications, Sandra Yates. The publication aimed at female fans of alternative and indie rock and was known for addressing the “taboo� issues other teen magazines avoided. Sassy encouraged readers to have their own voices. While maintaining our original core values, our new mission focuses on unconventional thinking and empowering self-expressive individuals. With this new vision, we move forward with further developing our brand so that we can branch out into areas beyond teen magazines. We remember our past so that we can confidently move towards the future.

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VISUAL STRATEGY GUIDE

LOGO EVOLUTION Throughout its publication, Sassy used five different logos. Each of the five logos showed “Sassy” in some form of handwritten type. While the logos only used the word “Sassy,” the logo used from September 1993 to November 1994 had “Sassy” in an oval container.


BRAND CONCEPT

MARCH 1988– AUGUST 1993

SEPTEMBER 1993– NOVEMBER 1994

AUGUST 1995– APRIL 1996

MARCH 1995– JULY 1995

MAY 1996– DECEMBER 1996

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VISUAL STRATEGY GUIDE

WHAT MAKES US SASSY In order to develop a diverse set of possibilities for Sassy’s new identity, we selected three keywords to serve as inspiration for the initial sketches for the new logo: tenacious, individualistic, and empowering.


BRAND CONCEPT

TENACIOUS Standing firm

INDIVIDUALISTIC Against the norm

EMPOWERING Confident femininity

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[02]

LOGO DEVELOPMENT

With a new vision for Sassy, it is time to develop the brand’s new identity. In this initial phase, the goal is to produce a variety of possible directions.


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VISUAL STRATEGY GUIDE

ROUND 1: INITIAL SKETCHES TENACIOUS We began the first round of sketches using the keyword “Tenacious.” This first camp focuses on an conveying an energetic and loud attitude. These sketches use bold elements and icons to represent being vocal.

If using a wordmark, we must be careful to avoid emphasizing the “S” in such a way that causes the word “assy” to be read.


LOGO DEVELOPMENT

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This direction uses sparks, but pay attention to other brands that use this element, e.g. Walmart.

Using symbols is a good way to represent being vocal.


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The animals chosen in this initial round don’t necessarily represent our brand, but we can explore other possibilities.


LOGO DEVELOPMENT

An exclamation point is an excellent way of representing being vocal, and this direction is an interesting way of combining it with a spark.

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VISUAL STRATEGY GUIDE

INDIVIDUALISTIC This camp uses the keyword “Individualistic” and focuses on conveying a feeling of being unique. These sketches use f luid elements and various techniques to represent being different.


LOGO DEVELOPMENT

This is a good way of presenting individuality as the different element is easily recognizable.

The idea of quotation marks might work.

These directions can come across as representing parts of the female body.

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This direction is a good example of breaking free.


LOGO DEVELOPMENT

If using a wordmark, we must be careful to avoid emphasizing the “S” in such a way that causes the word “assy” to be read.

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VISUAL STRATEGY GUIDE

EMPOWERING This camp uses the keyword “Empowering” and focuses on conveying a feeling of strength as well as support from a diverse community. These sketches use elements such pieces being connected and fire.


LOGO DEVELOPMENT

This direction seem too cliché.

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VISUAL STRATEGY GUIDE


LOGO DEVELOPMENT

Avoid shields, especially ones that look like pizza.

The element of fire is a good way to represent empowerment as well as individuality.

Floral elements don’t work for the brand.

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DIRECTION Of the three camps, Individualistic was not as successful as the other two. While the Tenacious camp was the strongest of the three, there were elements within the Empowering camp that worked as well. As we continue, we will focus on exploring more possibilities while expanding upon the more successful concepts from Round 1.


LOGO DEVELOPMENT

Tenacious + Empowering = Self-Expressive

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VISUAL STRATEGY GUIDE

ROUND 2: SECONDARY SKETCHES SELF-EXPRESSIVE In this round, we combined Tenacious and Empowering and came up with the keyword “Self-Expressive.” We continued to explore the sketches from Round 1 that were more successful than others, including fire, sparks, exclamation points, and quotation marks.

Fire is a good way of representing empowerment.

This direction is too geometric and seems more aggressive.


LOGO DEVELOPMENT

If using fire and f lames, be sure to avoid designs that can appear Satanic.

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The use of a fox doesn’t fit with a younger audience.


LOGO DEVELOPMENT

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VISUAL STRATEGY GUIDE

This direction does an interesting job of combining the letter “s” in the f lames.


LOGO DEVELOPMENT

This direction is a good way of representing self-expression and also shows the letter “s.”

Avoid creating other graphics that don’t fit the brand, e.g. mustaches.

If using this direction, the quotation marks should be f lipped.

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VISUAL STRATEGY GUIDE


LOGO DEVELOPMENT

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LOGO DEVELOPMENT

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DIGITAL COMPS From the second round, we selected the more successful directions and created digital comps. Of these directions, the two most successful used fire and quotation marks. We will continue exploring these directions in the next round and create more iterations.


LOGO DEVELOPMENT

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[03]

REFINEMENT

Now that we have narrowed it down to two directions, we continue exploring more iterations and get closer to the final logo.


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ROUND 3: ROUGH SKETCHES QUOTATION MARKS + FIRE In this round, we narrowed it down to two directions: quotation marks and fire. We will explore more iterations and determine which of these two are the most successful..


REFINEMENT

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VISUAL STRATEGY GUIDE


REFINEMENT

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DIGITAL COMPS QUOTATION MARKS Of the two directions, the quotation marks were more successful as the various iterations represented the mission the best. We took the more successful sketches and developed digital comps.


REFINEMENT

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VISUAL STRATEGY GUIDE

FINE-TUNING From the digital comps, we selected one final direction that combines quotation marks and the brackets. We developed more iterations that focused on the details of the logo: weight of the brackets, the curve of the quotation marks, and spacing.


REFINEMENT

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VISUAL STRATEGY GUIDE

WORDMARK Now that we narrowed it down to one icon, we explored wordmarks to combine with the icon. We used different characteristics from the icon to develop these iterations.


REFINEMENT

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VISUAL STRATEGY GUIDE

COLOR EXPLORATION


REFINEMENT

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[04]

NEW VISION

After numerous sketches and iterations, we finally have a new logo that best represents our brand and mission.


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VISUAL STRATEGY GUIDE

FINAL LOGO The new logo has now been finalized. The mark combines quotation marks and brackets to convey our mission of unconventional thinking and self-expression. The quotation marks represent individuals expressing their thoughts and words. The marks are also positioned so that they create the letter “S� for Sassy. The brackets symbolize unconventional thinking. This element originated from the idea of escaping a box, which represents going against the norm. The wordmark is our original design that uses the same geometric elements as the graphic mark. The type was designed to mirror the curves and straight edges of the graphic mark. The logotype can stand alone.


NEW VISION

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LOGO ANATOMY


NEW VISION

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VISUAL STRATEGY GUIDE

LOGO COMPETITORS As we move forward with our design, it is important to research other logos that use similar elements to our logo so that we know what has already been done. Although there are many logos that have been created in the past, we want to make sure that our logo differs in some way. With this in mind, we looked at companies and brands that use brackets, quotation marks, or other punctuation marks. We also researched logos that use multiple elements to create the letter “s.�

VODAFONE

COMMA INTERNATIONAL

British multinational telecommunications

Management consulting company

conglomerate that provides voice and

focused on strategic assessment and

data services. The logo uses a graphic

innovation in education, media, and

similar to a single quotation mark.

technology. The logo uses a comma.


NEW VISION

THE CANADIAN PRESS

TEASTORIES

A Canadian multimedia news agency

A tea store located in Vienna that offers

headquartered in Toronto. The logo uses

selected premium tea products. The logo uses

quotation marks to form the Canadian f lag.

quotation marks combined with tea leaves.

FONT BUREAU

SAFEWAY

An independent digital type foundry

An American supermarket chain. The logo

based in Boston. The logo uses quotation

is the letter “s” created using two graphic

marks in two different typefaces.

elements. It is more f luid than our logo.

SOCKET.IO

SYSCOIN PLATFORM

A JavaScript library for realtime

A multi-purpose platform providing

web applications. The logo uses two

Bitcoin blockchain technology. The

triangles that are positioned in a

logo uses two curves to create the

way that resembles the letter “s.”

letter “s.” It is more f luid than our logo.

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VISUAL STRATEGY GUIDE

SYSTEM PROFESSIONAL

SCREEN GEMS

A beauty brand for personalized

A division of Sony Pictures’ Motion Picture

hair care products. The logo uses

Group that specializes in genre films, mainly

graphics to form the letter “s.”

horror. The logo uses elements to create letter “s” that encompasses a small circle.

SUZUKI

SEAT

A motorcycle manufacturer. The logo is a

SEAT is a Spanish automobile

solid letter “s” with both straight edges and

manufacturer. The logo is the letter

curves. This is very different from our logo.

SACHS

“s” separated into two pieces.

SSK BASEBALL

A German-based motorcycle manufacturer.

SSK produces baseball bats, gloves,

The logo uses two curves that encompass

and accessories. The logo consists

a circle. The positioning of these

of two shapes positioned in a way

elements resembles the letter “s.”

that resembles the letter “s.”


NEW VISION

SCHULICH SCHOOL OF BUSINESS YORK UNIVERSITY A business school located in Toronto.

SONOCO International provider of packaging and industrial products based in the

The logo consists of two leaves that are

U.S. The logo consists of two elements

positioned to create the letter “s.”

encompassing a circle to form the letter “s.”

SANBORN A.S.

NATIONAL GEOGRAPHIC

Manufacturer of parts for equipment in

Magazine that covers science, geography,

the power, petrochemical, and transport

history, and world culture. The logo

industries. Based in the Czech Republic.

uses a yellow rectangle. Unlike our logo, the rectangle represents a photo frame.

SCOTIABANK

SURFTECH

Canadian multinational bank. The

A surfboard manufacturing company. The

logo uses two graphic elements that

logo uses two curves to form the letter “s.”

encompass a globe to form the letter “s.”

Unlike our logo, the logo is very f luid.

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VISUAL STRATEGY GUIDE

MOVING FORWARD Now that we have developed a new logo for our brand, we must develop guidelines before it can be applied to various formats. These guidelines will help to ensure that the logo is used as intended and that the brand is represented in a consistent manner. We looked at other brand guidelines as inspiration for the next phase.

Mennonite Church provides a clear example of how type is used in various situations.

Gap Inc. provides a clear example and explanation of the structure of the logo.


NEW VISION

UPS clearly presents what is deemed improper usage of its logo.

FedEx clearly demonstrates alternate versions of its logo as well where they be accessed.

Seagate’s guidelines for brand colors include both technical specifications and emotional usage.

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VISUAL STRATEGY GUIDE

SOURCES

FedEx Corporate Identity Quick Reference Guide GAP Inc. Communication Standards and Guidelines Mennonite Church Visual Identity Program Seagate Brand Identity Standards UPS Brand Guidelines


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Design

Sierra Caragan

Printing &

Imagink

Binding

475 Sansome Street, Suite 100N San Francisco, CA 94111

Course

Nature of Identity Spring 2019 Academy of Art University

Instructor

Hunter Wimmer

A digital version of this Visual Development Guide is available online at empoweringselfexpression.com.


Profile for Sierra Caragan

[AAU GR604] Sassy: Visual Development Guide (Student Project)  

[AAU GR604] Sassy: Visual Development Guide (Student Project)  

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