Building Tomorrow / Visual Development Guide

BUILDING TOMORROW Visual Development Guide

02

BUILDING TOMORROW Visual Development Guide

02

Each generation goes further than the generation preceding it because it stands on the shoulders of that generation. You will have opportunities beyond anything we’ve ever known.

Ronald Reagan American politician and actor 40th President of the United States

CONTENTS VISUAL RESEARCH

1.1 Former Identity

P10-11

1.2 Conceptual Research

P12-13

1.3 Similar Marks

P14-19

1.4 New Logo Direction

P20-21

2.4

DEVELOPMENT

Digital Refinements

2.3

P52-55

Choose the Direction

2.2 Narrow Down the Direction

2.1

P42-45

Mark Development

P24-37

2.5 Lionel’s New Logo Mark

P58-59

P46-51

2.6 Logo Anatomy

P60-64

Conceptual Research Similar Marks New Logo Direction

V I S UA L R E S EA RC H

01

Former Identity

A S S E M B L I N G TO M O R R O W // V I S UA L S T R AT EG Y G U I D E

10

Former Identity In order to design a new image, it was important to find the soul of the previous one, that included both the conceptual and visual part. The former logo was designed by an unknown designer, the center letter ’L’ was designed in 1918 when Lionel Corporation existed. All of that was contained in the circle. San Serif typeface ‘Lionel’ was bold and scattered around from the center.

11

A S S E M B L I N G TO M O R R O W // V I S UA L S T R AT EG Y G U I D E

12

Conceptual Research The conceptual research starts with these three words: building, collaborating, and exploring in order to find concepts that fit to new Lionel vision and mission-To inspire the vision has to be open to enable Lionel to reach the future. To inspire the next generation to explore and build new environments. These concepts will be used in the new Lionel visual identity of the company.

The Lionel logo needs to contain these three words, The vision has to be opened and enable to reach the future Lionel.

A S S E M B L I N G TO M O R R O W // V I S UA L S T R AT EG Y G U I D E

14

Similar Marks In order to create a unique and distinctive mark, we researched other companies logos to understand what features should be kept and what should redesign. The goal is to avoid designing but ones that are intuitive enough to understand. Avoid using elements too similar to already existing logos.

Most of the best logos date back to the 1960s. They are all black .

Sparekassen Bikuben — Danish Logo Preservation Society

Peter Behrens, AEG trademark, 1907

Sudbury Science Centre Burton Kramer (1985)

Howco logo

Lexus logo

15

A S S E M B L I N G TO M O R R O W // V I S UA L S T R AT EG Y G U I D E

The Consortium for Applied Studies in Jewish Education logo

Lewis Communications logo

chase bank logo

Open Source Projects at Facebook

Legistics Inc. logo

16

Touchstone Climbing

beacon communications k.k

Ytong Burton Kramer Logo

Learig logo

Bundespreis Gute Form Walter Breker, 1969

17

A S S E M B L I N G TO M O R R O W // V I S UA L S T R AT EG Y G U I D E

Laverne International Arnold Saks & James Ward, 1965

Chambres des Notaires du QuĂŠbec Keroack, 1986

Tonen Petrochemical Yusaku Kamekura, 1958

Daishowa Yusaku Kamekura

Sudbury Science Centre Burton Kramer, 1985

18

Yves

Chimimport Stefan Kanchev, 1963

Maxikid Mel Richmann, 1970

Centrainy Zarazd logojpg

Industrias Aragonesas Cruz Novillo, 1972

Staad Groningen Wim Crouwel, 1969

19

A S S E M B L I N G TO M O R R O W // V I S UA L S T R AT EG Y G U I D E

20

New Logo Direction FUTURE LOGO DIRECTIONS

1. Keep the logo design simple 2. Keep the logo direction open 3. Connect to brand history 4. Stick with the soul of the brand 5. Enable to include New Lionel’s future possibility assuming Lionel will have more than one.

Narrow Down the Direction Choose the Direction Digital Refinements Lionel’s New Logo Mark

DEV EL OPM EN T

02

Development

A S S E M B L I N G TO M O R R O W // V I S UA L S T R AT EG Y G U I D E

24

Mark Development The next step was to sketch as much as possible based on the directions that were given makes more sense because you don’t really identify directions. The explorations would be from numerous to narrow.

The first step is rough sketch.

INSIGHTS FROM THE SKETCHES

Using the letter “L“ will be the main element of the Logo, and exploring the logo in the 3D space.

25

A S S E M B L I N G TO M O R R O W // V I S UA L S T R AT EG Y G U I D E

26

INSIGHTS FROM THE SKETCHES

Using the letter “L“ mixed with the rail. This circle contains the symbol well and gives a strong impression to the audiences.

27

A S S E M B L I N G TO M O R R O W // V I S UA L S T R AT EG Y G U I D E

28

INSIGHTS FROM THE SKETCHES

Duplicate the “L“ to create a new vision of the symbol, but now the symbol doesn’t have the sense of excitement or inspiration, which is important to New Lionel’s brand communication.

29

A S S E M B L I N G TO M O R R O W // V I S UA L S T R AT EG Y G U I D E

30

INSIGHTS FROM THE SKETCHES

The line for this direction might be too thin, and will become a problem in practical printing production.

31

A S S E M B L I N G TO M O R R O W // V I S UA L S T R AT EG Y G U I D E

32

INSIGHTS FROM THE SKETCHES

The symbol of the rails causes the logo to look quite similar to Atari’s Logo which could become a problem with copyright issues in the future.

INSIGHTS FROM THE SKETCHES

Using letter “L” to create a 3D extended space.

33

A S S E M B L I N G TO M O R R O W // V I S UA L S T R AT EG Y G U I D E

34

INSIGHTS FROM THE SKETCHES

Bending the letter”L” will display an interesting visual impression.

35

A S S E M B L I N G TO M O R R O W // V I S UA L S T R AT EG Y G U I D E

36

INSIGHTS FROM THE SKETCHES

Type only logos In this section, some of the logos are based on handwriting and some are based on the shape of the square.

37

A S S E M B L I N G TO M O R R O W // V I S UA L S T R AT EG Y G U I D E

38

INSIGHTS FROM THE SKETCHES

Logos with Animals We have chosen an ant, bee, and seabird to be the main element, because all three animals have the skill to build their home and explore the new environment in their life.

39

A S S E M B L I N G TO M O R R O W // V I S UA L S T R AT EG Y G U I D E

42

Narrow Down the Direction After exploring different ideas, the strongest and most appropriate direction was “Honey Comb� from there, another round of sketches were made based on direction. The refinements of what we created brought us closer to the potential of creating the final logo for The New Lionel.

43

44

A S S E M B L I N G TO M O R R O W // V I S UA L S T R AT EG Y G U I D E

45

A S S E M B L I N G TO M O R R O W // V I S UA L S T R AT EG Y G U I D E

46

Choose the Direction In this part, we are finalizing the direction that we must go in. It must be the best idea from all of the sketches which follows our previous ideas toward logo direction. Honeycomb will create a hexagon shape, which could display a good design system; also it closely interrelates the brand soul.

47

48

A S S E M B L I N G TO M O R R O W // V I S UA L S T R AT EG Y G U I D E

49

50

A S S E M B L I N G TO M O R R O W // V I S UA L S T R AT EG Y G U I D E

A S S E M B L I N G TO M O R R O W // V I S UA L S T R AT EG Y G U I D E

52

Digital Refinements After the sketch process, we decided to choose the concept of “Honey Comb,” because the honey comb is the home bee, they always build their home, collaborately with others, and explore the new world.

The Letter”L” is inspired by the marks that shows on the old train.

LIONEL

LIONE

L

53

54

A S S E M B L I N G TO M O R R O W // V I S UA L S T R AT EG Y G U I D E

HERE WE GO!

55

56

A S S E M B L I N G TO M O R R O W // V I S UA L S T R AT EG Y G U I D E

57

A S S E M B L I N G TO M O R R O W // V I S UA L S T R AT EG Y G U I D E

Lionel’s New Logo Mark

The new logo combines a graphic element and a word mark . The graphic element is an abstract derivation from the shape hexagon, and the word mark is based on the sign of the old train.

58

A S S E M B L I N G TO M O R R O W // V I S UA L S T R AT EG Y G U I D E

60

Logo Anatomy The capital letter ‘L’ is located in the center of the hexagon, the head and the feet connect with the edge of the open segment and maintain the integrity of the graphic shape. The ‘L’ typeface based on the old typeface used as the sign of the old train which is reminiscent of the Old Lionel Train.

The current word mark is based on the font ’Bender’. .

Inside of the hexagon grid with 60ยบ angles.

61

A S S E M B L I N G TO M O R R O W // V I S UA L S T R AT EG Y G U I D E

We always employ original logo files, and the logo may not be altered in any way. The logo is always set in a single color.

62

We shall not cease from exploration, and the end of all our exploring will be to arrive where we started and know the place for the first time.

T. S. Eliot British essayist Publisher Literary Social Critic

All content for Assembling tomorrow was collected, conceived, writ ten and designed by Timo Wang www.timowang.com timowangcn@gmail.com

DESIGN CONSULTATION Hunter Wimmer, GR 604 Nature of Identity Academy of Ar t University COPYRIGHT @2016 TIMO WANG The images in this book are used in accordance with the Creative Common License. This book is a non- commercial work produced as a student project for educational purposes, and as such is considered a derivative work under the Fair Use Clause of U.s. Copyright Law.