Table of Contents
ROUND ONE
Key Phrases
Rough Sketches
Refined Sketches
ROUND TWO
Rough Sketches
Computer Drafts
ROUND THREE
Sketches
Digital Comps
Refined
Round One
According to the progress of the project, this is the first stage in the creation of the visual guide. At this stage, I developed three key phrases based on the keywords defined in the early stage of brand life. These three key phrases define the basic visual directions of the brand. Based on these three phrases, some rough sketches and refined sketches were developed to make the new vision of the brand more suitable for the brand’s new brand mission.
Through cultivating empathy, inclusiveness and immersive perspectives, we enable people to expand their horizons so that they may live purposeful and fulfilling lives.
The three phrases developed through the three keywords defined for the brand in the early stage determine the visual direction of the new brandmark.
INCLUSIVE
Embrace different vision
EMPATHY
Resonate with other people’s stories
IMMERSIVE
Inspire people interaction
Rough Sketches
Camp 1
Embrace
different vision
Rough Sketches
Camp 1
Embrace different vision
Rough Sketches
Camp 2
Inspire people interaction
Rough Sketches
Camp 2
Inspire people interaction
Rough Sketches
Camp 3
Resonate with other people’s stories
Rough Sketches
Camp 3
Resonate with other people’s stories
Refined Sketches
Camp 1
Embrace different vision
Refined Sketches
Camp 2
Inspire people interaction
Refined Sketches
Camp 3
Resonate with other people’s stories
Round Two
Some new ideas were developed based on some more suitable logos from the round one. This round integrates the three keywords of tolerance, immersion, and empathy, and integrates and expands some ideas. In the end, 10 logos were selected and developed into computer drafts. Further logo development can better identify the new LIFE brand image and ultimately form a new LIFE visual system.
Rough Sketches
Based on the feedback from the last round of brand logo creation, thinking mainly focused on the keyword “embracing different visions”. The design retains some rotational symmetry, dialog boxes, and overlapping elements to reflect inclusiveness and connectivity.
Rough Sketches
Computer Drafts
To test whether a rough sketch could be used as a digital logo, a first computer draft was made to explore the visual effects of the digital form.
Round Three
The final round of logo design. Generate the final refinement and digital format based on the content of the previous two rounds. This round further narrowed down the selection of logos and made the overall visual form more consistent with the new brand statement.
Rough Sketches
Key phrase—Embrace different vision
Through the first two rounds of exploration, the visual direction is positioned on the intersection line. Intersecting lines represent connections and inclusion between different people.
Rough Sketches
Digital Comps
Digital versions make every draft more detailed. Selected some drafts with potential. The elements of these drafts include tight lines and curved elements that express the feeling of people relying on each other and understanding each other.
Refined Comps
Combine the LIFE brand name and colors with the logo in this section. The overall color is warm, reflecting the feeling of tolerance, warmth and welcome.
Further Refined Logo 1
This version of the logo consists of human beings and a pinwheel. It expresses the inclusiveness and interoperability between people.
Further Refined Logo 2
The logo was designed by combining the initial letter L of LIFE and the concept of a camera shutter. The expression is to allow people to look at the world through the lens and empathize with the world.
Further Refined Logo 3
Combining the four-pointed star element with the capital letter L to form a symmetrical graphic, the intention is to express inspiration, connection and interaction.
The Final Decision
Chapter Four · Visual Inspiration
Visual Inspairation
Get inspiration for the layout of the visual guide based on viewing the visual system guides of different brands so that the new version of the LIFE guide can have a better layout.
New Identity Introduction
I think Boeing has done a great job with the new identity introduction. Their unique flow patterns are introduced at the beginning. This Flow Lines communicate aerodynamics, speed, air flow, precision, technical expertise, environmental awareness, and the human touch. They describe these so that readers can better understand the brand’s intention to design this visual pattern.
Logo Anatomy
Exploratorium not only explains the design concept of the logo in words, but also puts relevant images next to the logo to express why the brand emphasizes the circle shape element in the logo. It uses a whole spread to express the logo anatomy, which is also very refreshing.
Type Specs
The Nueva School uses neat typography to present every typeface used by the brand. And the purpose of each typeface and the weight of typefaces are clearly marked.
Main ID colors
The brand Red explains their ID color well in the guide, which is red. And this specific color is used from beginning to end, and it has a strong identity.
Logo Don’ts
OLDNAVY shows all the possibilities that are not suitable for logo applications. In this way, people who read the visual guide can directly understand how to apply their logo and avoid inappropriate situations.
Alternate Versions of The Logo
Norway provides a variety of logos alternatives and they are labeled and classified next to the logos. Which allows people who use brandmarks to clearly understand the various alternatives to norway brandmarks.
Look-alike Logos
Rotational Symmetry
Based on the currently designed logo, I conducted research on similar logos. I think rotation symmetry is the main development direction of my logo design, so I searched several brand logos that I thought could inspire me
Colophon
Typography
Seitu Aktiv Grotesk
Photographs
Adobe Stock.com Freepik.com
Source
https://www.cleanpng.com/free/company-logo.html
https://www.brandyhq.com/top-100-brands
https://www.originallifemagazines.com/ https://time.com/tag/life-magazine/ https://www.bbc.com/culture/article/20200311-life-magazine-the-photos-that-defined-the-us
www.expandlifehorizons.com