GR 604: Student Project - Visual Development Guide: Borders

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VISUAL DEVELOPMENT GUIDE

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TABLE OF CONTENTS

01

BORDERS History

04

Purpose

Rebranding Objective

Knowledge is Growth

Timeline

Computer Comps

Refined Sketches

Mission Statement

02

ROUND 3

ROUND 1 Purpose

Keyword 1 - Resourceful Keyword 2 - Enjoyable

Keyword 3 - Inspirational

Keyword Refined Sketches

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INSPIRATION New Identity Intro

Logo Anatomy

Type Specs

Main ID Colors Logo Don’ts

Alternate Versions

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ROUND 2 Purpose

Knowledge is Growth Refined Sketches

Computer Comps


01 BRAND HISTORY

Established in 1971, Tom and Louis Borders, brothers, came together to create a place where students can purchase textbooks at affordable prices since they too were unemployed undergraduate and graduate students at the University of Michigan. The first store opened in Ann Arbor, Michigan and grew to about 1,200 stores by 2003 worldwide. However, since the implementation of a free rewards program and free Wi-Fi service through Verizon, the company began losing money and eventually, in 2011, the company filed for Chapter 11 bankruptcy.


REBRANDING OBJECTIVE Home away from home, Borders always provided a space where people can find what they need, ask expert staff for further information, and never feel rushed to leave. Borders will continue creating these spaces online to offer numerous opportunities for more people to discover, discuss and exchange creativity.


MISSION STATEMENT To offer numerous opportunities for more people to discover, discuss and learn from one another.

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TIMELINE

1971

1988

Founded by brothers, Tom and Louis Borders during their academic years at the University of Michigan.

A sister company, Book Inventory System (BIS) was founded and served as a wholesaler.

1976

Borders hired Robert DiRomualdo to expand the company.

1994 Borders launched a toy store called All Wound Up with an assortment of toys and novelty items.

Borders was sold to Kmart for $150 million.

1992


1998

2006

2022

Borders launched an online website for the first time: www.borders.com

Borders created a free loyalty program called Borders Rewards.

Borders begins rebranding project.

Borders was renamed as Borders Group, Inc.

1995

Borders partnered with Amazon to sell their items online.

Borders filed for Chapter 7 bankruptcy. This was the end of Borders worldwide.

2001

2011



02 ROUND 1 EXPLORATION This is the first round of logo development consisting of all ideas as they might generate something new and best reflects the brand. For this round we have taken our keywords and evolved them into key phrases.


KEYWORD 1

RESOURCEFUL I incorporated shapes and symbols that resemble the meaning of resourcefulness with books, research-like objects and using the letter “B” as the coal point.

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KEYWORD 2

RESOURCEFUL I incorporated shapes and symbols that resemble the meaning of resourcefulness with books, research-like objects and using the letter “B” as the coal point.

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KEYWORD 2

ENJOYABLE The goal is to add character and playful ideas to this set of refined sketches by utilizing smiley faces, curved edges and communication via speech bubbles.

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KEYWORD 2

ENJOYABLE The goal is to add character and playful ideas to this set of refined sketches by utilizing smiley faces, curved edges and communication via speech bubbles.

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KEYWORD 3

INSPIRATIONAL With creativity at the heart of this set of refined sketches, I used the concept of community with symbols of people, tie back in the idea of books and saving ideas.

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KEYWORD 3

INSPIRATIONAL With creativity at the heart of this set of refined sketches, I used the concept of community with symbols of people, tie back in the idea of books and saving ideas.

s eh c t ks

re ned




03 ROUND 2 DEVELOPMENT In this next round of sketches, the sketches reflect a final combined phrase, “knowledge is growth”, based on the keywords resourceful and enjoyable.


DEVELOPMENT

ROUND 2 SKETCHES These sketches consist of new ideas and detailed versions of previous sketches.

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DEVELOPMENT

ROUND 2 SKETCHES Combining keywords ‘Resourceful’ and ‘Enjoyable’ to create inspiration for the next set of refined sketches to continue with the logo development. Here are 10 refined sketches.

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DEVELOPMENT

ROUND 2 SKETCHES Here are the previous 10 refined sketches transferred from paper to computer.

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04 ROUND 3 REFINEMENT The following competitors vary from current, adjacent and future competitors that reflect the direction of the Borders brand based on the rebranding objective and narrative.



REFINEMENT

ROUND 3 SKETCHES The sketches provided consist of new ideas inspired by from Round 2.

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REFINEMENT

ROUND 3 SKETCHES These are the final sketches chosen from the batch of rough sketches that work best with the new brand direction.

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REFINEMENT

ROUND 3 SKETCHES Here are computer comps derived from the refined sketches provided in the previous page. These comps incorporate both black and white and color options.

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INSPIRATION The following will be previous student work

examples are most inspirational and provide

great ideas for book design, layout and overall direction for the next steps in this rebranding student project.



NEW IDENTITY INTRODUCTION Old Navy shows the transition of each logo and color easily by utilizing scale and shapes to their advantage.


LOGO ANATOMY The logo anatomy here is very clear and concise. This is well organized by specific logo category i.e. Master, Secondary nd Tertiary.


TYPE SPECS Although a bit squished, the type specs here show every letter and number with each style within the typeface.


MAIN ID COLORS The logo anatomy here is very clear and concise. This is well organized by specific logo category i.e. Master, Secondary nd Tertiary.


LOGO DON’TS This section identifies all of the don’ts and helps with providing more than five visuals. This organization is clean and neat to see all aspects of each logo.


ALTERNATE LOGOS The difference between each logo is clear and easily noticed. The color change is the only difference in the background.


LOGO RESEARCH After competitive research and logo similarities, I’ve found company and brand logos that

resonate with my direction for Borders based on

my keywords, phrases and overall playful design.



LOOK ALIKE LOGOS

KNOWLEDGE IS GROWTH The group of logos listed in the following page were used to inspire the direction, shape, color, structure and other portions of the logo design process to create the final new Borders logo.



FINAL LOGO A new brand logo for Borders was implemented in 2021 as part of the rebranding objective. The design was influenced by the power of connection through communication such as chats, instant messaging and other forms of online or digital communication. Also, this design was influenced by the power of knowledge.



IN CLOSING When it comes to a successful rebranding project, it is important to trial every idea even if it feels like a bad one as that helps spark new ideas especially when creating a new logo design. A Visual Standards Guide will provide a lens on how to use the new brand logo and other branding materials.




SOURCES www.pexels.com www.wikipedia.org www.annarbor.com

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