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Visual Development Guide
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Gourmet
Visual Development Guide
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Visual Development Guide
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Gourmet
Visual Development Guide
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Gourmet
Visual Development Guide
Table of Contents
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Brand Overview
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Our History
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Our Old Logo
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Our New Concept
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Identity Development
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Standards Inspirations
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Initial Logo Sketches
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Boeing
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Rough Sketches
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Symantec
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Logo Refinements
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Minonite Church
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Digital Refinements
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DFW
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Final Logo
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The Nueva Schools
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Our New Logo
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Fedex
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Visual Similar
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Gourmet ZHANG // Visual WANNING 04822191 Development Guide GR 604 02 The Nature of Identity
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Visual Development Guide
Past Identity Our History Our Old Logo Our New Concept
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Gourmet
Visual Development Guide
Our History
Gourmet Magazine (1940 to 2009) was an American food magazine. Gourmet Magazine treated food as a part of culture. Though it carried recipes, it was not a recipe magazine. Instead, it was more of an “aspirational lifestyle” magazine, known for its long, leisurely articles of which food might be the focus, or, it might be just a pretext for the article, which veered off in other directions. The early years of the magazine would focus on French cooking as well as eastern American food. It also tied with travel closely, and the travel pieces covered what was happening now in other places. MacAusland’s widow sold Gourmet in 1983 to Condé Nast, and Jane Montant became chief editor of the magazine from that time. By the end of the 1980s, Gourmet started focussing on American regional cooking, and Italian food, and tried to catch up to life around them by offering simplified menus and shorter articles because while people liked to read about good food, even Gourmet readers had less time to spend at it. In 1999, Ruth Reichl was appointed chief editor. In 2009, Condé Nast kills Gourmet Magazine, and the last issue was November 2009.
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Gourmet
Visual Development Guide
“The magazine of good living.”
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Our Old Logo
Past Identity
Gourmet, founded in 1941 as “the magazine of good living,� encouraged North Americans to move away from condensed soup casseroles to such novelties as pesto, hand-rolled pasta and heirloom vegetables through approachable recipes and mouth-watering colour photographs. It gave people a new way to live their life.
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Visual Development Guide
Our New Concept
The new concept of the logo is going to connect tightly with the soul and new mission of Gourmet. Based on new mission, we create three keywords to guide the new identity development.
Our mission is to help people gain more knowledge about different cultures.
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Culture Offer services, products, workshops to help people gain more knowledge about different cultures.
Integrate cultures
Exploration Travel to a new place, find interesting things, and learn about differences of different countries.
Explore new countries
Exchange Exchange the difference of different cultures to build connection with people around the world.
Exchange differences
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Gourmet ZHANG // Visual WANNING 04822191 Development Guide GR 604 02 The Nature of Identity
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Visual Development Guide
Identity Development Initial Logo Sketches Rough Sketches Logo Refinements Digital Refinements Final Logo Our New Logo Visual Similar
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Gourmet
Visual Development Guide
Initial Logo Sketches In the round 1 logo sketches, we chose, cultural, explore, and exchange to create logos. For each keyword, we create logos in three species which are symbol, graphic and wordmark. It helps us to think divergently, and develop more possibilities in the identity.
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Keyword: Culture Offer services, products, workshops to help people gain more knowledge about different cultures.
Identity Development
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Gourmet
Visual Development Guide
Keyword: Culture
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Keyword: Explore Travel to a new place, find interesting things, and learn about difference of different countries.
Identity Development
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Gourmet
Visual Development Guide
Keyword: Explore
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Keyword: Explore
Identity Development
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Gourmet
Visual Development Guide
Keyword: Exchange Exchange the difference of different cultures to build connection with people around the world.
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Keyword: Exchange
Identity Development
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Gourmet
Visual Development Guide
Keyword: Exchange
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Keyword: Exchange
Identity Development
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Gourmet
Visual Development Guide
Rough Sketches
In the round 2 logo sketches, we chose the keyword exchange and cultural, combined them to create 100 logo sketches. We want to show the exchanging of different culture, ideas. In this stage, we begin to narrow down our directions to focus on one.
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It’s more like exchanging ideas, not culture.
Too sharp for Gourmet. It doesn’t feel warm and welcoming
Identity Development
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Gourmet
Visual Development Guide
Strongest in the page. Feel a little like Gourmet.
Combination of different cultures.
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We tried the feeling of exchanging.
Identity Development
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Gourmet
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We tried to show the connection between people of different cultural background.
Identity Development
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Gourmet
Visual Development Guide
It’s also too sharp for a brand like Gourmet.
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Identity Development
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Gourmet
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Combination of people and culture.
Showing the culture diversity in the logo.
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Too complicated.
Identity Development
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Gourmet
Visual Development Guide
Logo Refinements
In this stage, we are going to focus on icon “G�. We chose several icons from last part and refine them, but at the same time we also developed some new logos convey the same friendly, welcoming feeling.
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We tried to use different curves to convey the idea of different culture combination.
Identity Development
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Gourmet
Visual Development Guide
Bring more exchanging feeling into the identity.
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Using features of different typeface to represent the idea of culture diversity.
Identity Development
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Gourmet
Visual Development Guide
Divide a circle into different parts to show the culture difference and global feeling.
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Using organic shapes to make the identity feel more friendly.
Identity Development
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Gourmet
Visual Development Guide
After the round 3 sketches, I chose three logos from it to refined. Here are the white, black and color versions of them. It seems that they are not friendly, welcoming enough to be Gourmet’s logo. Based on the feedback, I chose another two to refine in the next page.
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Identity Development
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Visual Development Guide
Digital Refinements
Finally we chose the two logos that represents the brand nicely from last stage, and did the final refinements. Here are the final hand sketches and digital sketches.
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Identity Development
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Gourmet
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Digital Refinements
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Identity Development
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Final Logo The Final Icon
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Reversed Version
Identity Development
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Gourmet
Visual Development Guide
Color Exploration In order to find the best visual system for new Gourmet. We looked different colors for our icon.
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Wordmark Exploration We tried to bring the feeling of our icon into the wordmark too. We tried different typeface in this part.
GOURMET GOURMET
Identity Development
GOURMET
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Our New Logo Color Version Identity Development
From our color exploration before, we finally chose the orange as our primary color in our new identity.
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Black and White
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Reversed Version
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Gourmet
Visual Development Guide
Visual Similar We did some research on companies with similar logos. In order to make sure we are not creating exactly same logos and it also important to see what’s out there. We found some logos start with “G”. Those logos have similar elements or shapes, and each of them have a different concept behind them.
The Goethe-Institut is the Federal Republic of Germany’s cultural institute, active worldwide. They are promoting the study of German abroad and encourage international cultural exchange. Gree Electric Appliances Inc. of Zhuhai is a Chinese major appliance manufacturer headquartered in Guangdong. Their logo has two parts based on an oval shape to create a “G”. Centrum Sztuki Galeria El is an art gallery in Poland. The logo is a “G” with nice contrast, and it looks like a modern typeface.
Garratt-Callahan is an experienced water treatment company. Their logo looks like water drops.
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The GEALAN corporate group is one of Europe’s leading manufacturers of vinyl profiles for windows and doors.
Genesee & Wyoming Inc. (G&W) is an American short line railroad holding company. Those shapes they used in their logos is more heavy.
Gale is an educational publishing company based in Farmington Hills, Michigan. Their logo use different quadrilateral shapes to create a “G”.
This is the logo of Groningen city government. Groningen is the main municipality as well as the capital city of the eponymous province in the Netherlands. Glénat Editions SA is a French publisher with its head office in Grenoble. Their logo looks like the combination of a G and a person.
Guta Bank is a bank in Russia. Their logo is a G which has a three dimentional feeling.
Identity Development
Georgia State University is a public research university in Atlanta. The logo is a G with curves shapes.
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Geffen Records is an American record label established by David Geffen and owned by Universal Music Group through its Interscope Geffen A&M Records imprint. Surplex GmbH is a Düsseldorf based company that is primarily focused on buying and selling used machinery.
Gatineau is a city in western Quebec, Canada. It is the fourth-largest city in the province after Montreal, Quebec City, and Laval.
Galatasaray Spor Kulübü is a Turkish professional football club based on the European side of the city of Istanbul in Turkey.
Galp Energia, SGPS, S.A. is a Portuguese corporation which consists of more than 100 companies engaged in activities such as natural gas supply.
Gucci is an Italian luxury brand of fashion and leather goods. Gucci was founded by Guccio Gucci in Florence, Tuscany, in 1921.
G.Skill International Enterprise is a Taiwanese computer hardware manufacturing company. The company’s target customers are overclocking computer users.
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Comau is an integrated company in the industrial automation field with an international network of 35 operative centers, 15 manufacturing plants and 5 “innovation centers” worldwide. Giorgio Armani is an Italian luxury fashion house founded by Giorgio Armani. The logo looks like two G in one circle.
Global ID is a website building universal identity solutions that are easy to use for customers.
Google LLC is an American multinational technology company that specializes in Internet-related services and products.
Golf Channel (also verbally referred to as simply Golf) is an American sports television network owned by the NBC Sports Group division of NBCUniversal, a subsidiary of Comcast. IGB Eletrônica S.A. (Portuguese for IGB Electronics), doing business as Gradiente, is a Brazilian consumer electronics company based in Manaus, and with offices in São Paulo.
Identity Development
The Glatt group is active internationally as an equipment manufacturer, system supplier and engineering service provider in many industries.
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Visual Development Guide
Established in 1971, SGS Govmark has been a trusted name in the fire testing industry all these many years.
G-Shock is a line of watches manufactured by Japanese electronics company Casio, designed to resist mechanical shock and vibration. G-Shock is an abbreviation for Gravitational Shock. Gilbarco Inc., doing business as Gilbarco Veeder-Root,[1] is a supplier of fuel dispensers, point of sale systems, payment systems, forecourt merchandising and support services. Graco owns a portfolio of brands to support our key growth strategies of investing in innovative new products, targeting new markets and applications, making strategic acquisitions and expanding geographically. PJSC Gazprom is a multinational energy corporation headquartered in the Lakhta Center in Saint Petersburg, Russia.
G-Star RAW (commonly called G-Star) is a Dutch designer clothing company, founded by Jos van Tilburg in Amsterdam in 1989, which produces high quality clothing. The Opel Manta is a rear-wheel-drive sports coupĂŠ motor vehicle built by German manufacturer Opel from 1970 to 1988.
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Tech-Pro is a privately owned Engineering and Information Technology Consulting Firm specializing in staff augmentation and solution based project work. Commodore International was an American home computer and electronics manufacturer founded by Jack Tramiel.
Gigabyte Technology is a Taiwanese manufacturer and distributor of computer hardware.
Google Web Toolkit is an open-source set of tools that allows web developers to create and maintain JavaScript front-end applications in Java.
Logitech International S.A. is a manufacturer of computer peripherals and software, with dual headquarters in Lausanne, Switzerland and Newark, California. GeoTrust is a digital certificate provider. Their logo is an arrow with a geomatric shape.
Identity Development
The GĂźntner Group is the cross-brand holding company for the brands GĂźntner, JAEGGI Hybridtechnologie and thermowave.
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Gourmet ZHANG // Visual WANNING 04822191 Development Guide GR 604 02 The Nature of Identity
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When we developed standards for our brand, we examined standards of other brands to make sure we were using the best practices for effective standards. Visual Development Guide
Standard Inspirations Boeing Symantec Minonite Church DFW The Nueva Schools Fedex
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Boeing I think Boeing has the best introduction in all of visual standards examples. At first they introduced about the company, and then they present their visual system next to explain how they reach those goals in their introduction. It create a strong connection for viewers.
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Standards Inspirations
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Symantec The way they present color palette can be applied in our brand. They not only shows the value of colors, but also show clients how to use them with different background colors. It is clearer to point out background colors and primary, secondary colors, which also make readers easy to understand how to use these colors. In this way, we can prevent misuse of colors.
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Standards Inspirations
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Minonite Church I like the way they present their logo. It shows the process of making it. and also explained why they are using those elements in it. The grids at the background give clients an example of how to draw it and how to make sure every point is in position.
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Standards Inspirations
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DFW I like how they present the typeface. They are not only shows how the typeface looks like, they also try to use this part to tell readers what they want to convey through it, and it is a way to tell viewers what their brand stand for, what kind of feeling they want customers to get. I think it can be used in our standards too.
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Standards Inspirations
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The Nueva Schools In this part, they give some specific illustrations and explanations of the incorrect use of the logo and incorrect use of the DFW logo with partners’ logos. It is more efficient than only use text to explain.
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Standards Inspirations
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Gourmet
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Fedex Fedex gives me a good example of logo alternatives. It shows how their logo become different in different situations and how it appears. The way they present them is clear but without a lot of text, which is nice.
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This book is a student project for education purpose, and it is not used to represent Gourmet.
Designer
Wanning Zhang
Instructor
Hunter Wimmer
Class
Nature of Identity | 2020 Spring
School
Academy of Art University
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Visual Development Guide