GR 604_Student Project_Visual Development Guide

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VISUAL DEVELOPMENT GUIDE

Table of Contents

ROUND ONE

Key Phrases

Rough Sketches

Refined Sketches

ROUND TWO

Rough Sketches

Computer Drafts

ROUND THREE

Sketches

Digital Comps

Refined

Visual
Guide
Development
Decision VISUAL INSPIRATION 5 6 18 26 30 34 38 40 48 51 1.
Comps The Final
2. 3. 4.
Chapter
2
One · Round One

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.

Visual Development Guide
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1.
Through cultivating empathy, inclusiveness and immersive perspectives, we enable people to expand their horizons so that they may live purposeful and fulfilling lives.
4 Chapter One · Round One · Key Phrases

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

5 Visual Development Guide

Rough Sketches

Camp 1

Embrace

different vision

Chapter One · Round One · Camp 1 Rough Sketches 6
Visual Development Guide 7

Rough Sketches

Camp 1

Embrace different vision

Chapter One · Round One · Camp 1 Rough Sketches 8
Visual Development Guide 9

Rough Sketches

Camp 2

Inspire people interaction

Chapter One · Round One · Camp 2 Rough Sketches 10
Visual Development Guide 11

Rough Sketches

Camp 2

Inspire people interaction

12
Camp
Rough
Chapter One · Round One ·
2
Sketches
13 Visual Development Guide

Rough Sketches

Camp 3

Resonate with other people’s stories

14 Chapter One · Round One · Camp 3 Rough Sketches
15 Visual Development Guide

Rough Sketches

Camp 3

Resonate with other people’s stories

16 Chapter One · Round One · Camp 3 Rough Sketches
17 Visual Development Guide

Refined Sketches

Camp 1

Embrace different vision

18
Chapter One · Round One · Camp 1 Refined Sketches
19 Visual Development Guide

Refined Sketches

Camp 2

Inspire people interaction

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Chapter One · Round One · Camp 2 Refined Sketches
21 Visual Development Guide

Refined Sketches

Camp 3

Resonate with other people’s stories

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Chapter One · Round One · Camp 3 Refined Sketches
23 Visual Development Guide
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Chapter Two · Round Two

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.

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2.

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.

Chapter Two · Round Two · Rough Sketches 26
Visual Development Guide 27

Rough Sketches

Chapter Two · Round Two · Rough Sketches 28
Visual Development Guide 29

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.

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Chapter Two · Round Two · Computer Drafts
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Chapter Three · Round Three

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.

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3.

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.

Chapter Three · Round Three · Rough Sketches 34
Visual Development Guide 35

Rough Sketches

Chapter Three · Round Three · Rough Sketches 36
Visual Development Guide 37

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.

Chapter Three · Round Three · Digital Comps 38
Visual Development Guide 39

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.

Chapter Three · Round Three · Refined Comps 40
Visual Development Guide 41

Further Refined Logo 1

This version of the logo consists of human beings and a pinwheel. It expresses the inclusiveness and interoperability between people.

Chapter Three · Round Three · Further Refined Logo 1 42
+ =
Visual Development Guide 43

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.

Chapter Three · Round Three · Further Refined Logo 2 44
+ + =
Visual Development Guide 45

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.

Chapter Three · Round Three · Further Refined Logo 3 46 + =
Visual Development Guide 47

The Final Decision

48
Version Chapter
· Round Three · The Final Decision
Black and White
Three
49 Visual Development Guide
Color Version

Chapter Four · Visual Inspiration

50

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.

Visual Development Guide
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4.

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.

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Chapter Four · Visual Inspiration

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.

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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.

54 Chapter Four · Visual Inspiration

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.

55 Visual Development Guide

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.

56 Chapter Four · Visual Inspiration

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.

57 Visual Development Guide

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

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Chapter Four · Visual Inspiration
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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

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www.expandlifehorizons.com

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Guide
Development

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