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VISUAL DEVELOPMENT GUIDE

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The Sharper Image

GR 604 NATURE OF IDENTITY VISUAL development GUIDE Typeface_Blender Pro & Graphik

All Rights Reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of TSI.

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THE VISUAL development GUIDE


VISUAL DEVELOPMENT GUIDE

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The Sharper Image

THE VISUAL development GUIDE

“DESIGN IS THINKING MADE VISUAL.” — SAUL BASS

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THE VISUAL development GUIDE


TABLE OF CONTENTS 1

BRAND RESEARCH OUR PAST IDENTITY // 10 NEW CONCEPT // 12 KEY WORDS // 12

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LOGO DEVELOPMENT INITIAL SKETCHES // 16 SECONDARY SKETCHES // 42 DIGITAL SKETCHES // 48 REFINED SKETCHES // 52

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FINALIZATION FINAL LOGO // 60 LOGO COMPETITION // 64

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The Sharper Image

THE VISUAL development GUIDE

BRAND RESEARCH BRAND RESEARCH OUR PAST IDENTITY // 10 NEW CONCEPT // 21 KEY WORDS // 12

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The Sharper Image

THE VISUAL development GUIDE

OUR PAST IDENTITY The sharper image is the premier destination for cutting-edge gadgets, electronics, and luxury home lifestyle products. The unique products add style and comfort to any home and make great gifts for any occasion, especially the holiday season.

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The Sharper Image

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NEW CONCEPT In the future, The Sharper Image will help people work efficient, build self-confidence, enhance personal taste and attractiveness, live better and achieve the goal.

KEYWORD 1

Confidence Help people raise and build their confidence in work and life.

KEYWORD 2

Success Build the powerful appearance of success and build image or feeling of success.

KEYWORD 3

Impression Make people appear higher than others and gain compelling recognition in society.

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The Sharper Image

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LOGO DEVELOPMENT LOGO DEVELOPMENT INITIAL SKETCHES // 16 SECONDARY SKETCHES // 42 DIGITAL SKETCHES // 48 REFINED SKETCHES // 52

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INITIAL SKETCHES To create the best logo for The Sharper Image, I generated sketches in three divergent directions which are symbolic marks, graphic marks and word marks. Based on the future vision of The Sharper Image, the idea of the logo is from three keywords: confidence, success and impression.

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The Sharper Image

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THE VISUAL STRATEGY GUIDE Selection and Research

Keyword 1

Confidence

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Help people raise and build their confidence in work and life.


Some of the sketches look too geometric and complex. Keep simple in the refinement.

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The Sharper Image

THE VISUAL development GUIDE

Keyword 1

Confidence

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Help people raise and build their confidence in work and life.


Pay attention to the logo that looks like other famous logotypes. Also, consider that the logo with negative space because it is hard to see what the letter.

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The Sharper Image

THE VISUAL development GUIDE

Keyword 1

Confidence

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Help people raise and build their confidence in work and life.


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The Sharper Image

THE VISUAL development GUIDE

Keyword 1

Confidence

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Help people raise and build their confidence in work and life.


The logo should reflect the brand soul. Don’t draw logos look too feminine. Need to think about the illusion and image of success.

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The Sharper Image

THE VISUAL development GUIDE

Keyword 2

Success

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Build the powerful appearance of success and build image or feeling of success.


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The Sharper Image

THE VISUAL development GUIDE

Keyword 2

Success

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Build the powerful appearance of success and build image or feeling of success.


Some sketches have the upward shapes, and they look sharper than others. It is a good start.

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The Sharper Image

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Keyword 2

Success

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Build the powerful appearance of success and build image or feeling of success.


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The Sharper Image

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Keyword 2

Success

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Build the powerful appearance of success and build image or feeling of success.


These look too decorated. Keep simple.

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The Sharper Image

THE VISUAL development GUIDE

Keyword 3

Impression

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Make people appear higher than others and gain compelling recognition in society.


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The Sharper Image

THE VISUAL development GUIDE

Keyword 3

Impression

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Make people appear higher than others and gain compelling recognition in society.


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The Sharper Image

THE VISUAL development GUIDE

Keyword 3

Impression

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Make people appear higher than others and gain compelling recognition in society.


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The Sharper Image

THE VISUAL development GUIDE

Keyword 3

Impression

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Make people appear higher than others and gain compelling recognition in society.


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The Sharper Image

THE VISUAL development GUIDE

SECONDARY SKETCHES After the first round of lots of sketches, I want to put more characteristic of The Sharper Image that appears higher and builds the image of success.

Some of the logos with upward triangles have the feeling of the sharper image.

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THE VISUAL development GUIDE


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The Sharper Image

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Focus on the word “sharper” and “stand out”.

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DIGITAL SKETCHES At this part, we transformed hand sketches to the digital drawing and made the marks more simple. We tried some different fonts combine with logo and to simplify the word marks and graphic elements.

THE SHARPER IMAGE

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THE SHARPER IMAGE

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THE SHARPER IMAGE

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The Sharper Image

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At this part, we transformed hand sketches to the digital sketch and made the marks more simple. We tried some different fonts combine with logo and to simplify the word marks and graphic elements. We also tried the different versions of the symbol. The idea of the logo focus on people can stand out in society.

THE SHARPER IMAGE

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THE SHARPER IMAGE


THE SHARPER IMAGE

THE SHARPER IMAGE AGE

THE SHARPER IMAGE

THE SHARPER IM

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REFINED SKETCHES Symbolic marks Potential logo

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At this part, we chose the best one that has the feeling of stand out. The sharp shape that goes out of the edge has the connection with our mission that helps people stand out in their work and life.

THE SHARPER IMAGE

THE SHARPER IMAGE


THE SHARPER IMAGE

THE SHARPER IMAGE

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REFINED SKETCHES Graphic marks Potential logo

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This is the best version of the graphic mark. The upward shape shows the feeling of confidence and image of success.


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The Sharper Image

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REFINED SKETCHES Word marks Potential logo

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We keep the concept and soul in mind to choose the best version of word marks. We use the beginning letter of each word to design the word mark because the name The Sharper Image is too long. We want to keep simple and clear to convey our brand soul and feeling.


THE SHARPER IMAGE

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LOGO FINALIZATION LOGO FINALIZATION FINAL LOGO // 60 LOGO COMPETITION // 64

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FINAL LOGO With the clear concept and brand soul in mind, this is the final version of The Sharper Image new logo. The upward arrow shape on “i� fit the mission that helping people stand out in society and making people proud of themselves and have stronger self-esteem.

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LOGO COMPETITION The new logo of The Sharper Image inspired nu upward triangle that represent the image of success and stand out in society. To make sure that our new logo has not already been done before, we found other companies logo that have the similar meaning of logo or use the similar shapes as their symbol.

Reebok is a global athletic footwear and apparel company, operating as a subsidiary of Adidas since 2005. The new Reebok Delta symbol use the triangular shape to represent the positive and transformative change that fitness can have on a person’s life.

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Caterpillar Inc. is the world’s largest construction equipment manufacturer. The yellow color in the Caterpillar logo represents joy and optimism while the black color stands for excellence and power. Our logo has similar triangle shape but it represents the image of success.


EA Sports is a division of Electronic Arts that develops and publishes sports video games. The version of the EA logo, which comprises of a circle and contains the company’s initials inside it.

Adidas started out as a small independent sportswear company in Germany. Adidas Logo represents elegance, durability and without doubt represents a mark of the leading sports gear in the world.

Formula One is the highest class of single-seater auto racing sanctioned by the Fédération Internationale de l’Automobile (FIA) and owned by the Formula One Group. The logo uses negative space to shape it.

Varig was an off-spring of the German trade company and airline Condor Syndikat. The logo designed with the compass rose that comprise of lots of triangles.

Tesla is accelerating the world’s transition to sustainable energy, offering the safest, quickest electric cars on the road and integrated energy solutions. The T is like a cross section of an electric motor. It uses the shape of products in logo design.

Axis Bank offers internet banking services, personal banking services. Left component of the logo represents sharp growth path with pointed tips pointed upward and rigidly supported by right component to standing firmly. The logo has a similar shape to ours.

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The Sharper Image

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DHL is the global market leader in the logistics industry. The cut between letters in the DHL logo have the similar feeling of our logo.

Infiniti is the luxury division of Nissan, a Japanese car manufacturer. Logo consists of “two central lines leading off into an infinite point on the horizon,” symbolizing this “luxury performance brand’s desire to be always looking forward to new horizons.

Adobe Systems Incorporated is one of the most popular computer software companies in the world. The logo features the alphabet “A” portrayed in white on a red background. It looks like to be comprised of three shapes.

FedEx tracking provides unparalleled insight into when your package will be delivered. Between the ‘E’ and the ‘X’ of the logo, you’ll notice a presence of an arrow there. The arrow represents the speedy and accurate service of the company.

Suzuki Motor Corporation is a Japanese multinational corporation. Its sharp edges reflect Japan. Those curved, pointed edges of the “S” were influenced by, and imitative of, the culture’s stylized glyphs. The way of design is very similar to our logo that use sharp shapes to reflect feeling of success in “i”.

The name “Mitsubishi” refers to the three-diamond emblem. “Mitsubishi” is a combination of the words mitsu and hishi. Mitsu means three. Hishi means water chestnut, and Japanese have used the word for a long time to denote a rhombus or diamond shape.

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Kathode Logo design is a simple clean negative space letter logo. The letter K is formed in the negative space between three triangles. The three triangles are carefully designed to fall within an invisible square. The way of design is very similar to our symbol.

Asus is a computer electronics and hardware manufacturer from Taipei, Taiwan. This logo uses negative space to shape two arrows. The cut between letters have the similar feeling of our logo.

Gillette is a brand of men’s and women’s safety razors and other personal care products including shaving supplies. Take another look at the ‘G’ and the ‘i’ and you should be able to see a double razor stack similar to the company’s offerings. The logo uses negative space to make our eyes connect the positive space.

Pacific Gas and Electric Company is one of the largest combination natural gas and electric utilities in the United States. This logo uses triangle and square as our does, however it merges the word into the graphic.

Bridgestone Corporation is a multinational auto and truck parts manufacturer founded in 1931 by Shojiro Ishibashi in the city of Kurume, Fukuoka, Japan. The red triangle is in fact an arrow, and it’s a “stone bridge” on the letter “B”.

Delta Air Service founded in 1928; started passenger service on June 17, 1929. Logo featured Mercury, the Roman god of travel and commerce. The triangle represented the “D” of the Greek alphabet, which is “delta.” The logo has a similar shape to ours.

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The Sharper Image

THE VISUAL development GUIDE

CONTENT SOURCES

IMAGE SOURCES

https://www.encyclopedia.com/Sharper-image-corp http://money.cnn.com/2008/02/20/smbusiness/sharper_ image.fsb/index.htm https://www.sharperimage.com/ https://en.wikipedia.org/wiki/The_Sharper_Image https://www.brainyquote.com/

https://www.pexels.com/photo/ https://www.google.com/

INSPIRATION FROM THE EXAMPLE VISUAL STANDARDS standards_amheartassn standards_apple-new standards_fedex standards_menonitechurch standards_menonitechurch standards_UPS standards_unitedway standards_vmware

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THE NEXT PHASE In the next phase, we will introduce the detail of our new identity and how the new brand The Sharper Image will work in the Visual Standards Guide.

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[AAUGR GR604] TSI: Book 2 Visual Development Guide (Student Project)  
[AAUGR GR604] TSI: Book 2 Visual Development Guide (Student Project)  
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