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VISUAL DEVELOPMENT

BORDERS GROUP


DESIGNED AND EDITED BY YI SHI


VISUAL DEVELOPMENT GUIDE

BORDERS GROUP


“ Human beings will be happier— not when they cure cancer or get to Mars or eliminate racial prejudice or flush Lake Erie but when they find ways to inhabit primitive communities again. That’s my utopia. —Kurt Vonnegut American Novelist, Grachic Artist. Self-proclaimed humanist and socialist and a lifelong supporter of the American Civil Liberties Union.


CONTENT


CHAPTER 1

VISUAL RESEARCH

10

1.1

Original Logo

12

1.2

Ideas and Concept

14

1.3

Grid Competiter

16

1.4

Logo Sketches

18

CHAPTER 2

28

IDENTITY DEVELOPMENT 2.1

Logo Design

30

2.2

Typography Standards

34

2.3

Color System

36

Credits

42

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1

CHAPTER


VISUAL RESEARCH


VISUAL RESEARCH

1.1 ORIGINAL LOGO

Borderss Group was the second largest U.S. based book retailer and the largest mall-based bookseller in the country. The company operated 511 superstores under the Borders name, of which 508 were in the United States and three in Puerto Rico. The company also operated 175 mall-based and other bookstores, including stores operated under the Waldenbooks, Borders Express and Borders Outlet names, as well as Borders-branded airport stores. In addition, the Company owned and operated United Kingdom-based Paperchase Products Limited, a designer and retailer of stationery, cards and gifts. Paperchase operated 85 stores, primarily in the United Kingdom, and Paperchase shops existed until 2009 in 333 domestic Borders Superstores. In addition, the Company operates a proprietary e-commerce Web site, Borders.com The company generated $2.8 billion in revenue and a net loss of $109 million in 2009.

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BORDERS GROUP VISUAL DEVELOPMENT GUIDE

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VISUAL RESEARCH

1.2 IDEAS AND CONCEPT

This part will show the process of the born of the new logo, and all the logos are designed based on the souls of the Borders Group, which is community, individual and exploration. The logo will not just stand for a book store, but will show the mission of Borders Group: To improve the communications, and enrich a more satisfying life.

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BORDERS GROUP VISUAL DEVELOPMENT GUIDE

COMMUNITY

Vital Contributing Connect

INDIVIDUALITY

Shape and Define Lives Individual Original and Unique

DISCOVERY

Exploration Enrichment Serendipitous

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NEW BORDERS GROUP

1.3 GRID COMPETITERS

This is a set of logos which has the similar visual direction with our future logo.

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BORDERS GROUP STRATEGY GUIDE BORDERS GROUP VISUAL DEVELOPMENT GUIDE

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VISUAL RESEARCH

1.4 LOGO SKETCHES

Below are the sketches base on the key words which are COMMUNITY and COMMUNICATION. For the COMMUNICATION, I tried to use iconic elements which are bubbles and quotation marks in the design.

COMMUNITY

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BORDERS GROUP VISUAL DEVELOPMENT GUIDE

COMMUNICATION

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VISUAL RESEARCH

1.4 LOGO SKETCHES

Below are the sketches base on the key word DISCOVERY. I choose blocks and brain teasing toys as the main elements in the design.

DISCOVERY

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BORDERS GROUP VISUAL DEVELOPMENT GUIDE

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VISUAL RESEARCH

1.4 LOGO SKETCHES

Below are the sketches base on the key word INDIVIDUALITY. I try to combine elements in different sharps together to express the concept.

INDIVIDUALITY

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BORDERS GROUP VISUAL DEVELOPMENT GUIDE

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VISUAL RESEARCH

1.4 LOGO SKETCHES

This part is moving forward from rough hand sketches, and showing more explorations on the computer after choosing the specific directions from the last part.

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BORDERS GROUP VISUAL DEVELOPMENT GUIDE

B

RDERS B

RDERS 25


VISUAL RESEARCH

1.4 LOGO SKETCHES

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BORDERS GROUP VISUAL DEVELOPMENT GUIDE

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2

CHAPTER


IDENTITY DEVELOPMENT


IDENTITY DEVELOPMENT

2.1 LOGO DESIGN

FINALIZATION

After the research and explorations before, the final logo has been chosen.

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BORDERS GROUP VISUAL DEVELOPMENT GUIDE

BORDERSGROUP

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IDENTITY DEVELOPMENT

2.1 LOGO DESIGN

Below is the idea and concept of the final logo.

Dialoge Bubble

Top Spot

Borders

In order to represent one of the mission of improving the communications, I use dialoge bubble as one of the element.

The top spot represent the second part of the mission of Borders Group, which is enriching a more satifying life.

As the borders is the name of brand, I choose to use this the most direct and simple element in the design.

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BORDERS GROUP VISUAL DEVELOPMENT GUIDE

LOGO ANOTONY

3 1/3 x

x

2x

4 1/3 x

x

BORDERS GROUP x

2/3 x

2/3 x

4x

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IDENTITY DEVELOPMENT

2.2 TYPOGRAPHY SYSTEM

Aller is a font family with a unique design and warm tone of voice. It is a sans serif font with some interesting features that make this a characterful alternative to less inventive sans serifs. Aller has the

A

sense on modern and fun, which is exactly our brand need.

34

Year: 2010-2014 Designer: Marc Weymann

Type used for titles, captions, details and also the callouts.


BORDERS GROUP VISUAL DEVELOPMENT GUIDE

Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789@#%&

Regular Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789@#%&

Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789@#%&

Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789@#%&

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IDENTITY DEVELOPMENT

2.3 COLOR SYSTEM

In this section, the color palette will be introduced for the new branding system.

Primary Colors

These three colors shows the spirit which the new Borders Group wants to express. Orange shows the wisdom, golden stands for mature and dark blue shows the serious on knowledge.

Primary Colors

These two different levels of blues show the sense of modern of the new Borders Group.

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BORDERS GROUP VISUAL DEVELOPMENT GUIDE

PANTONE MATTE

PANTONE MATTE

PANTONE MATTE

PANTONE MATTE

PANTONE MATTE

289M

7500M

179M

2727M

287M

# 21214B

# DFDDB3

# FB4F37

# 697FF4

# 344DC3

C

96

C

13

C

0

C

63

C

85

M

93

M

7

M

84

M

52

M

75

Y

39

Y

34

Y

83

Y

0

Y

0

K

39

K

0

K

0

K

0

K

0

R

34

R

223

R

251

R

105

R

52

G

34

G

221

G

79

G

127

G

77

B

76

B

179

B

55

B

244

B

195

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“ The quality of your communication is the quality of your life.

—Anthony Robbins Entrepreneur, Best-selling Author, Philanthropist


CREDITS

John Jarzemsky, "Does Borders Demise Signal the Death of Bookstores?", Nov 23, 2011, https://www.litreactor.com, web < https://litreactor.com/columns/does-borders-demise-signal-thedeath-of-bookstores > Jennifer Guerra / Michigan Radio, " More Borders stores to close, including one in Michigan", Jan 5, 2011, http://michiganradio.org, web < http://michiganradio.org/post/more-borders-stores-close-including-one-michigan#stream/0 >

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A Dalton Maaga, "Aller", https://www.daltonmaag.com, web < https://www.daltonmaag.com/aller > Business Insider, https://www.businessinsider.com, web < http://www.businessinsider.com/tony-robbins-life-story-2015-6 >

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Student project at Academy of Art University

All rights Reserved. No part of this book may be reproduced or transmitted in any form without express written permission from the author, except in the case of bried excerpts for purposes of critical (or complimentary!) reviews. For permission requests, please contact shiyi.emnl@gmail.com


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