Kelsey Anderson Phase 2
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Transcript of Kelsey Anderson Phase 2
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Monday, October 3, 2011
So, just to refresh, I chose Half-price books to rebrand.
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Monday, October 3, 2011
Half Price is a good company with a forward-thinking mission.but their previous branding was inconsistent and looked a bitdated.
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Through rebranding Half Price Books, I would like to downplaytheir emphasis of affordability while raising awareness of theirstrong roots in the green movement, all while using playful andnostalgic aesthetics to appeal to a book-loving audience.
Monday, October 3, 2011
My new and improved objective is this: Through rebranding HalfPrice Books, I would like to downplay their emphasis ofafordablility while raising awareness of thier strong roots in the
green movement, all while using playful and nostalgic aetheticsto appeal to a book-loving audience. Thats a lot. So lets breakit dooown.
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Saving pages
Monday, October 3, 2011
The essence of Half Price is: Saving Pages!
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playful nostalgiceco-friendly
Monday, October 3, 2011
And the brand attributes are: eco-friendly, playful, andnostalgic.
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Monday, October 3, 2011
The first step I took in the rebranding process was to rethinktheir name. Having half price in there name kind of makesthem sound cheap.
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Half price books
cheap!
Monday, October 3, 2011
So not to lose people completely, I took a familiar characterfrom their old branding, and used him as the new name! Earlybird is their old mascot. Of course, Im not keeping him, but he
will live on in spirit.
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Half price books
cheap!
Monday, October 3, 2011
So not to lose people completely, I took a familiar characterfrom their old branding, and used him as the new name! Earlybird is their old mascot. Of course, Im not keeping him, but he
will live on in spirit.
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Half price books Early birds
cheep!
Monday, October 3, 2011
So not to lose people completely, I took a familiar characterfrom their old branding, and used him as the new name! Earlybird is their old mascot. Of course, Im not keeping him, but he
will live on in spirit.
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Monday, October 3, 2011
Here is a brief synopsis of the evolution of my first direction,which I will refer to as cheeps! I manipulated the a lower-case einto the shape of a bird, keeping it light and playful.
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Monday, October 3, 2011
Here is a brief synopsis of the evolution of my first direction,which I will refer to as cheeps! I manipulated the a lower-case einto the shape of a bird, keeping it light and playful.
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Monday, October 3, 2011
Here is a brief synopsis of the evolution of my first direction,which I will refer to as cheeps! I manipulated the a lower-case einto the shape of a bird, keeping it light and playful.
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Monday, October 3, 2011
Here is a brief synopsis of the evolution of my first direction,which I will refer to as cheeps! I manipulated the a lower-case einto the shape of a bird, keeping it light and playful.
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Monday, October 3, 2011
Here is a brief synopsis of the evolution of my first direction,which I will refer to as cheeps! I manipulated the a lower-case einto the shape of a bird, keeping it light and playful.
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Monday, October 3, 2011
Here is a brief synopsis of the evolution of my first direction,which I will refer to as cheeps! I manipulated the a lower-case einto the shape of a bird, keeping it light and playful.
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Monday, October 3, 2011
Here is a brief synopsis of the evolution of my first direction,which I will refer to as cheeps! I manipulated the a lower-case einto the shape of a bird, keeping it light and playful.
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Monday, October 3, 2011
after some tweaking and tiny fixes, I checked the brand markfor readability at small sizes.
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Monday, October 3, 2011
after some tweaking and tiny fixes, I checked the brand markfor readability at small sizes.
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Monday, October 3, 2011
after some tweaking and tiny fixes, I checked the brand markfor readability at small sizes.
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readable from a birds-eye view!
Monday, October 3, 2011
after some tweaking and tiny fixes, I checked the brand markfor readability at small sizes.
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early birds
Monday, October 3, 2011
Heres the signature. I went ahead and stuck with arno pro forthe logotype, the same as the e that I manipulated into thebird. Its a casual, but classic font.
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early birdsBOOKS FOR CHEEP
Monday, October 3, 2011
And for the tagline, I kept to the bird theme, using a play onwords with the word cheep. This way, you still know that theirprices are afordable, but its not blaringly loud.
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early birds
BOOKS FOR CHEEP
Arno Pro . regular
BANDA REGULAR
Monday, October 3, 2011
here they are, on their own.
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Through rebranding Half Price Books, I would like to downplay their
emphasis of affordability while raising awareness of their strong roots inthe green movement, all while using playful and nostalgic aesthetics to
appeal to a book-loving audience.
rough rebranding Half Price Books, I would like to downplay theiremphasis of affordability while raising awareness of their strong roots in the
green movement, all while using playful and nostalgic aesthetics to appeal toa book-loving audience.
Primary Type Family
Univers LT Std 45 Light
Arno Pro Light Display
Secondary Type Family
Monday, October 3, 2011
And here are the primary and secondary font families. Primarywill be univers, mixing it up with a san serif. Secondary is arnopro again, light display this time.
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Monday, October 3, 2011
The colors. Robin egg blue and a slate gray for primary, andthen bright, warm colors for the secondaries.
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Primary
secondary
Monday, October 3, 2011
The colors. Robin egg blue and a slate gray for primary, andthen bright, warm colors for the secondaries.
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Monday, October 3, 2011
Core graphics would be playfully arranged eggs, and the thinlines.
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Monday, October 3, 2011
As for the photo treatment, I decided to go with a bright, highcontrast feel.
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Monday, October 3, 2011
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Monday, October 3, 2011
They have a very bright, updated feel. For cheeps phototreatments, I decided to stay away from the faded bookstorelook.
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Monday, October 3, 2011
My second direction I will call the book direction. The book is aless organic approach than the cheep direction. For this one, Ispent some time trying to making the brandmark both
representative of the company, but also subtly playful with theinitials
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Monday, October 3, 2011
My second direction I will call the book direction. The book is aless organic approach than the cheep direction. For this one, Ispent some time trying to making the brandmark both
representative of the company, but also subtly playful with theinitials
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Monday, October 3, 2011
My second direction I will call the book direction. The book is aless organic approach than the cheep direction. For this one, Ispent some time trying to making the brandmark both
representative of the company, but also subtly playful with theinitials
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Monday, October 3, 2011
My second direction I will call the book direction. The book is aless organic approach than the cheep direction. For this one, Ispent some time trying to making the brandmark both
representative of the company, but also subtly playful with theinitials
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Monday, October 3, 2011
My second direction I will call the book direction. The book is aless organic approach than the cheep direction. For this one, Ispent some time trying to making the brandmark both
representative of the company, but also subtly playful with theinitials
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Monday, October 3, 2011
My second direction I will call the book direction. The book is aless organic approach than the cheep direction. For this one, Ispent some time trying to making the brandmark both
representative of the company, but also subtly playful with theinitials
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Monday, October 3, 2011
My second direction I will call the book direction. The book is aless organic approach than the cheep direction. For this one, Ispent some time trying to making the brandmark both
representative of the company, but also subtly playful with theinitials
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Monday, October 3, 2011
Checking for readability again...
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Monday, October 3, 2011
Checking for readability again...
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Monday, October 3, 2011
Checking for readability again...
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I can read the ne print!
Monday, October 3, 2011
Checking for readability again...
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EARLY BIRDS
Monday, October 3, 2011
And then on to the signatures. For the logotype, I used a fontcalled Banda. Its all caps, but has a punch of character to it.
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EARLY BIRDS
saving pages
Monday, October 3, 2011
and the tagline is another fun font called dekar, in lower case.Both of these fonts are thin and somewhat angular, so that theycontrast the brandmark in weight, but at the same time also
complement geometric nature of it (without being completelyboxy)
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saving pagesdekar
EARLY BIRDSBANDA REGULAR
Monday, October 3, 2011
again, on their own
P i T F il
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Through rebranding Half Price Books, I would like to downplay their emphasis of
affordability while raising awareness of their strong roots in the green movement, all
while using playful and nostalgic aesthetics to appeal to a book-loving audience.
Through rebranding Half Price Books, I would like to downplay their
emphasis of affordability while raising awareness of their strong roots inthe green movement, all while using playful and nostalgic aesthetics toappeal to a book-loving audience.
Primary Type Family
Dekar Regular
Stempel Garamond Roman
Secondary Type Family
Monday, October 3, 2011
for the primary font family stempel garamond works well to addthe nostalgic element to the book direction, being the classicfont that is often printed in older books. And for the secondary
font I continued with the use of the dekar font, which has asurprising similar structure to it as the stempel garamond does.
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primary
secondary
Monday, October 3, 2011
Primary colors are both the bold dark gray and the poppin pink.As for secondary, I am using a green that complements thepink, as well as a faded of-white color.
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Monday, October 3, 2011
Core graphics are pattern-based, deriving from the shapes inthe brandmark. because of all the basic shapes in thebrandmark, the pattern opportunities here are pretty limitless,
and all cohesive through their angular shape.
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Monday, October 3, 2011
The photo treatment for the book direction is bright, somewhatvintage, with the bright primary pink overlaid on them.
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Monday, October 3, 2011
(heres another)
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Monday, October 3, 2011
These photos are bold and attention-grabbing, with a lot ofenergy and fun.
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Monday, October 3, 2011
The third direction, loops, is my last one. This is also the direct Iplan to expand further.
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Monday, October 3, 2011
The third direction, loops, is my last one. This is also the direct Iplan to expand further.
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Monday, October 3, 2011
The third direction, loops, is my last one. This is also the direct Iplan to expand further.
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Monday, October 3, 2011
The third direction, loops, is my last one. This is also the direct Iplan to expand further.
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Monday, October 3, 2011
The third direction, loops, is my last one. This is also the direct Iplan to expand further.
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Monday, October 3, 2011
The third direction, loops, is my last one. This is also the direct Iplan to expand further.
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Monday, October 3, 2011
The third direction, loops, is my last one. This is also the direct Iplan to expand further.
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Monday, October 3, 2011
The playful attribute for this direction comes out in the shapeand weight of the lines in this brandmark. The ornate divider isa more nostalgic element.
Checking for readabily one last time. I really tried to emphasizemaking sure it was still seen at a small size, as well as lookgood large, so that it would function on all applications well.
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Monday, October 3, 2011
The playful attribute for this direction comes out in the shapeand weight of the lines in this brandmark. The ornate divider isa more nostalgic element.
Checking for readabily one last time. I really tried to emphasizemaking sure it was still seen at a small size, as well as lookgood large, so that it would function on all applications well.
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Monday, October 3, 2011
The playful attribute for this direction comes out in the shapeand weight of the lines in this brandmark. The ornate divider isa more nostalgic element.
Checking for readabily one last time. I really tried to emphasizemaking sure it was still seen at a small size, as well as lookgood large, so that it would function on all applications well.
Looks like a worm from here!
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Monday, October 3, 2011
The playful attribute for this direction comes out in the shapeand weight of the lines in this brandmark. The ornate divider isa more nostalgic element.
Checking for readabily one last time. I really tried to emphasizemaking sure it was still seen at a small size, as well as lookgood large, so that it would function on all applications well.
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early birds
Monday, October 3, 2011
Here is the signature, stacked.
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GENTLY USED BOOKS
early birds
Monday, October 3, 2011
And with the tagline. the ornamental divider line is a flexibleelement in the loop direction, and can be moved and placedwhere it is most suitable.
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early birdscopse regular
GENTLY USED BOOKSostrich sans rounded medium
Monday, October 3, 2011
The logotype is classic-looking font called copse, a font withrounded finials that I feel is a good match with the brandmarkand its ornamental divider. and the tagline is a thin monolinefont. Both work well connected with the brandmark, or on theirown.
C R l
Primary Type Family
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Through rebranding Half Price Books, I would like to downplay their
emphasis of affordability while raising awareness of their strong roots inthe green movement, all while using playful and nostalgic aesthetics toappeal to a book-loving audience.
Through rebranding Half Price Books, I would like to downplay theiremphasis of affordability while raising awareness of their strong roots inthe green movement, all while using playful and nostalgic aesthetics toappeal to a book-loving audience.
Secondary Type Family
Copse Regular
Stempel Garamond Roman
Monday, October 3, 2011
Primary type family is copse, as it works well and is readableeven in a dense-set type. As for its secondary companion,stempel garamond is a very similar font, although a bit moretraditional and elegant. A nice complement in my opinion.
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Monday, October 3, 2011
This color palette is a bit more muted than the previous two.The primary colors include a blue-tinted black, and a rustic red.secondary colors are the chartreuse and the dusty white.
primary
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secondary
Monday, October 3, 2011
This color palette is a bit more muted than the previous two.The primary colors include a blue-tinted black, and a rustic red.secondary colors are the chartreuse and the dusty white.
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Monday, October 3, 2011
And the core graphic element for this is the bird tracks, which Istyled to also resemble twigs of a tree.
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Monday, October 3, 2011
The photo rendering style for this direction is a faded one, witha sepia overlay that still lets come of the brighter colorsthrough.
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Monday, October 3, 2011
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Monday, October 3, 2011
While in the other directions the photo renderings were morebright and modern, I thought this direction was a goodopportunity to use the more nostalgic feel.
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Monday, October 3, 2011
Amongst its comparable, it does a good job standing out. Itlooks classical while also looking current, and has a lot ofcharacter.
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Monday, October 3, 2011
Amongst its comparable, it does a good job standing out. Itlooks classical while also looking current, and has a lot ofcharacter.
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Monday, October 3, 2011
The application process, I feel, is going to be my bigopportunity to bring the eco-friendly attribute into play full-force. natural materials, recycled materials, these are things Iwill begin considering for all materials.
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Monday, October 3, 2011
Perhaps an app for an iphone?
read while you ride
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y
Monday, October 3, 2011
Environmental graphics, this time using an example of thephotographic style.
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GENTLY USED BOOKS
early birds
Monday, October 3, 2011
And of course a bag to carry your books home in! This timeplaying with the brandmark as pattern!
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early birds
Monday, October 3, 2011
EARLY BIRDS!