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LEVEL


:: a brand platform by

:: Š 2010 Traction Marketing Group


Table of contents

2

Process // 2

Disecting The Name

3

Palindrome

4

Sketches

5

Mirror Image

6

Refinement

7

Logo Typefaces

7

The Value Of ‘X’

8

LEVEL ‘X’

9

LEVEL UA ‘X’

Lettering

10 Color Pallette

12

Personality // 12 Content 14 Imagery

20

Product // 20 Reveal » Logos 22 Tagline


Process

from start to finish // The process in designing an identity is about the steps

In the following pages, detailed visuals & in-depth

both visually & conceptually. These steps not only give

this will insure a full appreciation of the outcome.

taken to give a unique feel that is supportive of LEVEL,

explainations will be given of these steps. As the viewer,

the identity a unique look but also gives the viewer a

Questions will be answered, results will be given.

sense of what to expect in their experience.

Dissecting the Name

mind map of level // The ability to associate words to images is key in design. For mind mapping the name LEVEL, one word in particular stands out :: balanced. This will become

a major keystone in the design of the brand because

it’s a word that refers to many different aspects of the complex. Balance refers to the structure, a lifestyle, a location, etc. Balance is needed for the identity.

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2

Process


palindrome

Balanced, forwards & backwards // pal • in • drome // [‘palin,drōm] // noun

Word, phrase, or sequence that reads the same

backward as forward, e.g., madam or nurses run.

Basic example //

racecar

racecar

complex example //

poor dan is in a droop poord a ni si nad roop Benefit of having a name as a palindrome //

The challenge //

In having a name that reads the same forwards as it does

The trick is to create a logo that offers the benefits

One that is visually & mentally arresting

The outcome must be special.

backwards, it creates a unique branding opportunity.

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of a palindrome, but in an even more unique way.

3

Process


Sketches

quick & to the point // Sketching fast allows for a way to get all the ideas on

paper. No matter good or bad, it’s important for all the ideas to reach a visual state.

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4

Process


Mirror image lettering

A Unique touch // A word whose letters repeat forward & backward

is one thing. The trick is to create an exact mirror image. A string of vowels and consonants that are perfectly identical from one direction and the other.

Basic examples of letters //

The letter ‘A’ split into two equally balanced parts.

The letter ‘X’ split into two equally balanced parts.

The letter ‘V’ split into two equally balanced parts.

Basic example of a word //

complex example of A word //

Benefit of having a name as a Mirror Image //

The challenge //

With a name as a mirror image, it enables interesting

As easy as it sounds to do, there needs to be a way

frosted glass treatments with the ability to read it from

happen naturally.

concepts in die cutting, casted shadows from signs,

to create this effect with letters that don’t allow it to

either side & more.

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5

Process


refinement

thought process in creating // In the mind of a designer, what happens between Point A

& Point B? From a word to a typeface to something more. What can be done to make the quality unique & have

more staying power? How can it be perfected? What can be done to force perfect balance & symmetry?

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6

Process


logo typefaces

Time-Tested & beautiful //

trade gothic bold condensed no.20

Trade Gothic Bold Condensed No.20

ABCDEFGHI J KLMNO P QRS T UVWXY Z

designed in 1948 by Jackson Burke & redesigned in

abcdefghijklmnopqrstuvwxyz

Trade Gothic is strong, bold, proportional,

12 3 4 5 678 9 0

Trade Gothic is LEVEL.

!@ # $%^&* () _+ = { } | [] \< >?,. /

Perfect for headlines, this is a sans-serif typeface first 2009 by Akira Kobayashi.

contemporary, urban, confident, impactful. Adobe Caslon Pro Bold

Perfect for body copy, this is a Serif typeface designed by Carol Twombly in 1990 and is a variant of the

Adobe caslon pro

Adobe Caslon Pro is timeless, sophisticated, highly

A BCDEF GH IJK L M NOPQR ST U V W X YZ

Adobe Caslon Pro is LEVEL.

abcdefghijk lmnopqrstuv w x yz

original Caslon typeface designed by William Caslon. evolved, cosmopolitan, urbane, polished, stylish. Combining the typefaces Trade Gothic & Adobe

1 23 456789 0

that can do no wrong. The strong conviction of one

! @ # $ % ^ & * ( )_ + = { }|[ ] \<>?, . /

Caslon Pro brings a sense of elegance, style, & finesse coupled with the timlessness of the other gives the logo a variety that is unmatched in the field.

The value of ‘x’

graphic architecture // For as geometric & modern as LEVEL Urban

In using ‘x’ as a building tool, the logo has an uncanny

sophisticated geometry. This is achieved through using a

excellent readability & a powerful branding experience.

Apartments is, the logo should provide the same level of

sense of symmetry and structure that gives it balance,

value of ‘x’ as a strict factor in the overall form.

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7

Process


32x

4x 4x

12x

12x

4x 4x 40x

LEVEL™ LEVEL

8

Process

20x


32x

4x 4x

12x

12x 23x

2x 4x 4x

8x

16x

12x

40x

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9

Process


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10

Process


Color paletTe

The colors of level // A unique color scheme can make a powerful brand even

more so. For LEVEL, the combination of a soft inviting

palette infused with tones of industrial rigidity resonates with an audience both masculine & feminine.

C // 35

M // 0

Pantone 5487C

Y // 16

K // 54

C // 43

M // 0

Pantone 5493C

Y // 14

K // 21

C // 0

Pantone 695C

M // 50

Y // 28

K // 20

C // 0

M // 24

Pantone 721C

Y // 52

K // 3

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Process


Content

The Voice of Level // Copy. Content. The words of LEVEL used by LEVEL to describe the joy of LEVEL to the world. But itâ&#x20AC;&#x2122;s not just about the words alone. Itâ&#x20AC;&#x2122;s about the tone. The emotion. The vision they, together as one, evoke. Short, succinct expressions mixed with rich, descriptive phrasing to strike the right chord with the right

audience. Male. Female. Or anybody in between. The result, an audience left with no other choice than to imagine LEVEL as the hub of their lifestyle.

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12

Personality


Modern. Affordable. Livable. LEVEL Urban Apartments is all of this and more. Set against a vitalized Downtown landscape, LEVEL is at

the heart of the scene. Itâ&#x20AC;&#x2122;s a community of like-minded urban pioneers, unequivocally social and independent. Just like you. LEVEL is coffee in the morning with the OKC skyline

awakening on the other side of your balcony. Itâ&#x20AC;&#x2122;s drinks, dinner and Thunder after work, all within walking distance of your urban abode.

LEVEL Urban Apartments is what downtown living is all about.

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13

Personality


imagery

The Image //

Whatâ&#x20AC;&#x2122;s good about it //

A group of young & trendy people burning the

With a relaxed but energetic atmosphere, the photo

midnight oil. Energized, sublime, loving their life.

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brings a unique & vibrant style to the LEVEL brand.

14

Personality


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15

Personality


imagery

The Image //

Whatâ&#x20AC;&#x2122;s good about it //

A young, attractive urbanite engaged in intimate

The setting conveys the social, active nature

conversation, surrounded by a casual atmosphere.

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of LEVEL residents & the urban ambiance.

16

Personality


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17

Personality


imagery

The Images //

Whatâ&#x20AC;&#x2122;s good about it //

Spirited city dwellers at the center of their universe,

These images juxtapose a relationship-centric

& their view of a bustling, progressive metropolis.

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lifestyle within an expansive urban landscape.

18

Personality


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Personality


reveal

The logos of level //

PRIMARY LOGO // Pantone » 5493C Pantone » 695C

Primary » Over Color

Primary Logo » 1 Color

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Product

Primary Logo » K

Primary Logo » Reversed


secondary LOGO //

secondary LOGO //

secondary LOGO //

Pantone » 695C

Pantone » 721C

Pantone » 5487C

Pantone » 5493C

Pantone » 5487C

Pantone » 721C

secondary 1 color //

secondary 1 color //

Pantone » 695C

Pantone » 721C

secondary Over Color //

secondary Over color //

secondary 1 color // Pantone » 5487C

secondary over color //

Pantone » 695C

Pantone » 721C

Pantone » 5487C

Pantone » 721C @ 20%

Pantone » 721C @ 20%

Pantone » 721C @ 20%

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Product


tagline

Proposed tagline 1 // live modern.

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Product


tagline

Proposed tagline 2 // balanced. urban. modern.

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Product


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LEVEL Urban Apartments brand platform