Rebranding ofYejin Lee Paul Carlos Fall 2012 Thesis 1

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MissionThe project is about creating a new image of The New School and improving the university’s impression.

New VisionThe new vision of the school can be described with following words: flexibility, unity, mobility and adaptability. The new vision implies that the school keeps abreast of the rapidly changing world in cooperation with each other.

ElementsThe two letters, ‘N’ and ‘S’ from the name of school will be combined for a new identity. The light ocean blue and black will be used to give a sense of fluidity of water.

ProductsCreative paper souvenirs and a redesigned student handbook will be produced as promotional products.

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Past logos

1960’s• the temporary logo• the work was in courtyard

• without a logo• The school did not understand the importance of a logo.

1910’s• logo with only letters

1940’s

late 60’s• a tree from nature • 6 squares indicate

6 departments

1990’s• Renamed itself “The New School: A University.”

• The orange letter logo first appeared by the branding company Siegel+Gale.

2005- 2012

Lots of past The New School logos don’t represent the school effectively and some of them like the late 60’s and the 1990’s cling to old visions.

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Facing issues

When the logo is printed on different materials, the detail of it gets worse and worse. Every current The New School souvenir seems to be out-of-date and even dusty.

Printed logos & souvenirs in the store on the 5th ave.

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Solutions

• a new identity (an enterprising image)

• distinctive 8 division logos

• creative promotional products

The 3 major things that can improve the school’s impression immediately.

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Inspirations

These products are made from easy materials, such as paper and rubber bands. And these are also very conceptual with very simple structures. I also want to apply these elements of concept-based products to my promotional products.

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‘N’ observation

Nn

Nn

NN

Nn

nNN

N

NnNn

NN

Nn

nN

nn

S S

S

For the logo design, I started with looking at various ‘n’ letters. With observations of their structures shapes, I began to simplify the letter ‘N’ with simple structures. I tried to figure out how these simple shapes can be recognized as the letter.

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Sketches

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Prototype

THE NEW SCHOOLMANNIES COLLEGETHE NEW SCHOOL FOR MUSIC

THE NEW SCHOOL FOR SOCIAL RESEARCH

First logo prototype experiments. These are cutting square-like letter ‘N’s. I tried to transform them into 3 dimensional forms by cutting their middle diagonal lines. And each element comes out through those parts.

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Prototype

FOR MUSIC (VIOLIN)

FOR DRAMA (LIGHT)

FOR DESIGN (INK)

FOR LIBERAL ARTS (CONNECTION)

FOR JAZZ & CONTEMPORARY MUSIC (TRUMPET)

FOR SOCIAL RESEARCH (LINK)

FOR PUBLIC ENGAGEMENT (FLOW)GENERAL STUDIES + MANAGEMENT&URBAN POLICY

*Two renowned divisions have come together to form The New School for Public Engage-ment – The New School for General Studies and Milano The New School for Management and Urban Policy.

Another experiment. Very simple N structure with 8 division elements. *Two renowned divisions have come together to form The New School for Public Engagement – The New School for General Studies and Milano The New School for Management and Urban Policy.

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Prototype

More experiments. I began to combine the 2 letters, ‘N’ and ‘S’ and make a single form. I tried to show ‘unity’ in these forms.

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Prototype

Experiments on paper products.

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Prototype

Paper experiments for the logo design.I started to think the 2 letters in 3 dimensional forms.I tried to show flexibility, unity, mobility and adaptability within a single structure. I also explored depths of these forms.

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Possible logo designs

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Possible logo designs

The 2 colors, light ocean blue and black are added. I tried to show flexibility, unity, mobility and adaptability within a single structure.

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Possible product designs

The current student handbook’s cover design and layouts. This book is not cleverly designed for student use, and layouts can be much improved. I will create a more useful student handbook that everyone would use.

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Possible product designs

Schedule page

Plan page

Sketch page

School schedulesSchedule page Student schedules

Plan page14 15 16 17 18 19 20

Sketch page

Ideas

The current handbook is not cleverly designed for student use, and layouts can be much improved. I will create a more useful student handbook that everyone would use.

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Possible product designs

Possible designs of a new handbook and spread background designs. Its size is changeable based on inside layout designs.

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Thesis 2 plans

New logo / division logosI will develop and refine the logos. Once the final logo is decided, I will start to work on 8 division logos.I am planning to meet some graphic designers for advice.

ProductsI will more explore paper products and their functions to createsome innovative school products. I will also explore other materials. And, I will work on and improve layouts of the student handbook.

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Thank you!