Brand Book

AND THE WINNER IS...

Although it was really close at the end, the winner by class vote was the blue abstracted double helix logo. It's interesting that the logo with the most conservative color for this industry was chosen. To it's defense though, it isn't a sad blue like all of the competitors. 

Now we have been tasked to create a Brand Identity Guidelines Book. I chose a tall and skinny format (5x11) for the book. Also, I wanted to perfect-bind the book, because I feel like it looks much better than a spiral bound book. And here it is. Thank you for staying with me through this whole process. I hope you have enjoyed yourself as much as I have.

Identity Presentation

For this stage of the process, we have refined our three directions down to a variety of deliverables. They range from product applications, to logo presentations showing multiple sizes and black/white options. The presentation has been prepared with both digital and printed deliverables to try and sell one of our concepts to the class. After the presentation, the class will vote anonymously to choose one of the directions as our final solution.

Identity Applications

As we were preparing the final three solutions for evaluation by the rest of the class, we were presented with the task of applying our logos to different objects. These objects could be anything from stationery to websites. As the client is able to see their options in context, it is much easier to make a good decision on a final design direction. For my applications, I chose to handle each of them in a similar fashion and let the logo do all the dirty work. In my mind, I thought this would help a client make a decision based on the logo alone, and not be swayed by the application. But in hind site, this may not have been the best approach.

Identity Finish

At this stage in the rebranding process, we have narrowed things down to three final options that will need to be refined and presented to the class who will be acting as the client. The three options that we present must meet both creative and strategic criteria as they have been laid out in our mood boards.
The company name that was chosen after presenting the 15 roughs was Genetech. I am quite pleased that this is the one that was chosen because somewhere deep down I knew I liked it better. Sometimes it is best to get some outside confirmation though.
These are the three options that I will be presenting.

Identity Roughs

After a direction was chosen from the mood boards, we began with 15 rough identity sketches. The goal of this exercise was to come up with 15 different directions using different methods. These different directions could be symbolic, typographic, or even abstract.
At this point in the process, I haven't quite settled in on a name for the rebrand. As you can see, I have been going back and forth between two options. So I will present to the class and see if anyone has any strong opinions one way or the other.

Mood Boards

At this stage we have been tasked to create mood boards to present to the class that will show our research, strategic recommendations, and mood explorations. The intent is to show visually how we would like to present the new look and feel of the company as we rebrand it. For my presentation I have chosen to show the following five mood boards. Take a look, why don't you?