Page 1

IDENTITY MANUAL


CONTENTS 2

9

Foreword

Stationery: Letterhead

3

10

Introduction

Stationery: Envelope

4–5

11

Logo Design

Website Design

6

12

Prohibited Logo Use

Preloader Animation

7

13–14

Color Scheme + Typeface

Product Design

8

15

Stationery: Business Card

Thanks


FOREWORD This visual identity manual is created during a two-week intensive course, Branding + Identity Design, at the Rhode Island School of Design, Summer Institute for Graphic Design Studies 2017. This course focuses on designing an identity system for a brand of our choice, and let the vision, mission and core value of the brand be collectively embodied in the identity system. An appropriate identity system can be employed as a medium to progressively change people’s general impression on a brand. In my case, I fabricate a nonexistent design firm of myself, titled it “YZ Design”, and build a distinctive visual identity system for it.

Yuheng Zhu 07.07.2017

©YUHENG ZHU RISD 2017 SIGDS BRANDING + IDENTITY DESIGN PROFESSOR D. TARALLO

2


INTRODUCTION YZ Design is a design studio that dedicates to creative process with clarity uncomplicated by hypothesis. It aims on problem solving in general, but still has a specification on architecture design. Since this fictional design studio is based on the works I’ve done in architecture design studio in Cornell, nature becomes a significant theme here. Many of my projects have concepts inspired by nature, for instance, aqua center inspired by water ripples from raindrop, aviation inspired by forest, and exhibition space inspired by motion of beaver’s tail. Besides that, professional and accessible are also two important keywords. Minimalism design effectively convey the impression of professional. Meanwhile, architecture is never detached; it derived from everyday life problem solving, and should be accessible to everyone. This concept is embodied in the product design part of this identity manual.


LOGO DESIGN Design Process + Typology I start with the monogram of my name initials, and select the best two from the fifty monogram designs. Then these two monograms are transformed in to various logos. After experimenting with different forms, I picked as the final logo. The leave symbolizes nature, and the simple geometric composition convey a sense of professional as a logo for an architecture design studio, with my name initial Y and Z implied by thick lines.

D E S I

G N

Monogram No.1

Monogram Studies D

Selection of Monogram

Concept Sketches

Monogram No.2

4

E

S

I

G

N


LOGO DESIGN Final Logo The logotype can be used on both dark or light background, but if used on dark background, the logo itself must be in white color. A color palette is provided in the subsequent section for the selection of background colors. The leaf shape can be separated from the studio name below if necessary. Enough breathing space should be left around the logo to emphasize that the logo is simple and powerful itself standing alone.

Minimum Size

1in

total width 50% of total width

50% of total width 5


PROHIBITED LOGO USE

6

Do not tilt the logo

Do not distort the logo

Do not alter the relationships in the logo

Do not cover the logo

Do not set the logo color in gradient

Do not blur the logo


COLOR SCHEME

Pure White C M Y K

Pure Black C 0% M 0% Y 0% K 100%

0% 0% 0% 0%

R:255 G:255 B:255

#FFFFFF

R:0 G:0 B:0 #000000

PANTONE 296 U C 75% M 62% Y 45% K 28%

YZ DESIGN

The one and only typeface can be used for this identity system is Avenir Next Condensed Ultra Light. The tracking should be no smaller than 25. This slender and elegant font is endowed with a sense of powerful simplicity, and effectively reflects the professional characteristic of the design studio. The color palette also follows the logic of minimalism. When using Pantone 296 U as the background color for the logo, its transparency must be turned down to 90%. When using black as the background color for the logo, it must be changed to grey and K value must be turned down to 75%.

TYPEFACE yz design YZ Design YZ DESIGN

yz design YZ Design YZ DESIGN

yz design YZ Design YZ DESIGN

yz design YZ Design YZ DESIGN

R:68 G:79 B:94 #444F5E

YZ DESIGN

+

YZ DESIGN

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S TAT I O N E R Y: B U S I N E S S CA R D

1 607 379 7902 yz484@cornell.edu www.yuhengdesign.com 101 Founders Hall Ithaca, NY, US 14850

Business card is in black and white, with a strong emphasis on the logo. Information on card is straightforward and clear.

朱 宇 珩

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Dear Ms. Zhu, I am writing in reply to the classified ad seeking to fill the position of Intern Architect for YZ Design next summer. I have been awarded the degree of Bachelor of Architecture from Cornell University so I understand the sequence of architecture design process and program planning in a nontraditional higher education environment. I have also experienced, first-hand, comforting effect of being able to contact an adviser who genuinely cares for the success of students. During my career as an electrician, I was elected Chairman of the Executive Board which sat as the union’s representatives to the apprenticeship advisory board. In this capacity, I was able to be an effective designer to help adjust clients need of a satisfying, comforting and elegant living environment. I believe my educational background in nontraditional post-graduate education and my work-related duties of designing for communities as clients qualifies me for consideration for the position of Intern Architect. I look forward to discussing how my skills can be of value to YZ Design as it prepares to move into the new millennium. Sincerely,

Yuheng Zhu 04 DEC, 2017 1 607 379 7902 yz484@cornell.edu www.yuhengdesign.com 101 Founders Hall Ithaca, NY, US 14850

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S TAT I O N E R Y: E N V E LO P E

The envelope is specially designed. A logo can be seen when the envelope is opened. A sticker of logo is used to seal the envelope.

1 607 379 7902 yz484@cornell.edu www.yuhengdesign.com

YZ DESIGN

10


WEBSITE DESIGN

Arrow icon on web page is derived from the logo

DIAGRAM OF ICON DEVELOPMENT

PRELOADER ANIMATION

WEBSITE HOME PAGE

11


12


PRODUCT DESIGN

Calendar

13


PRODUCT DESIGN Tape Measure & Water Bottle

Yuheng Zhu Branding + Identity Design 2017  

This visual identity manual is created during a two-week intensive course, Branding + Identity Design, at the Rhode Island School of Design,...

Yuheng Zhu Branding + Identity Design 2017  

This visual identity manual is created during a two-week intensive course, Branding + Identity Design, at the Rhode Island School of Design,...

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