Visual Identity Handbook Designed by Gina Garavalia
Table of Contents The Challenge 2 Executive Summary Proposal The Process 6 Sketches Typography Initial Designs Final Concepts Explorations Final Mark The Logo 13 Preferred Versions Alternate Versions Colors Texture Typography Implementation Architectural Grid Application 21 Posters Posters in Action Stationery Merchandise Website Wayfinding Architecture
The recurring cycle of growth, decline, and rebirth has propelled Detroit through the pages of history. The city s motto, We hope for better things; it shall rise from the ashes evokes imagery of a phoenix, conveying the city s resilience and desire to begin anew. Likewise, Spark Box breathes new life into both the ground it occupies and the recycled materials used in its construction. The project endeavors to be a catalyst for positive change within the city. By providing both an opportunity for small business owners and a destination area for Detroit s residents and visitors, Spark Box will become part of the recovery process. Building a new community within a common gathering space, Spark Box promotes sustainable business practices and collaboration between business owners. The project aims to be a phase one which will later expand due to the versatility of shipping containers as building materials, creating a model which other cites can follow. The word Spark carries a dual meaning; while it draws upon Detroit s motto and the fire associated with phoenixes, it also means catalyst, describing the project s goal. Box describes the shipping containers used in the project. Together, these words define a place where new ideas can begin. In the logotype, the letters K and X merge, connecting the words together and creating a box shape. The letter X physically becomes the spark in Spark Box. The colors red and white, used throughout the branding, appear like glowing fire. The image of a phoenix, used alongside the logotype, becomes a powerful symbol and easily-recognizable mascot for the project.
The Proposal Overview of the Project We hope for better things; it shall rise from the ashes. Certainly, the client kept Detroit s inspirational motto in mind when envisioning the shipping container market project. Rising from the ashes is the act of beginning anew. Likewise, the container market project hopes to breathe new life into both the ground it occupies and the recycled materials used in its construction. In order to understand the context of the project, one must first understand the city of Detroit. Unfortunately, Detroit holds a negative connotation in the minds of many Americans today. Historically, the city has experienced a repetitive cycle of prosperity, decline, and recovery. Located at a strategic point along the Huron River, it found success as a trading post. A fire destroyed most of the city in 1805, leaving its citizens to rebuild and recover. In the 1900s, Detroit was home to the Ford Motor Industry, and it experienced an economic boom as citizens from all over the country flocked there to work in the factories. As a result, Detroit expanded to accommodate the influx of people and the lifestyles they brought with them. When the factory relocated elsewhere, however, those people with the economic means to do so left the area, leaving mostly those poor minorities behind. The homes and buildings erected to accommodate Detroit s population were left abandoned, and once again, Detroit entered a state of gradual decline. Today, Detroit is working to bring itself back out of depression. The low cost of living there presents an opportunity for young people, particularly artists, to move there and practice without having to worry about high rent. Because the city has experienced many ups and downs, it has a sort of resilience and determination to recover and start anew. The shipping container market project endeavors to be part of the recovery process by providing both an opportunity for business owners and a destination area for people living in, and visiting, Detroit. The project aims to be a phase one which will later expand, creating a model which other cites can follow. The project focuses on re-purposing shipping containers into businesses. The market is a destination area unlike anything the city has seen before. The stores located in the market will be new, unlike others currently available in the city. These businesses will be chosen by the client, creating a curated space. The client asks the question: what do the people of Detroit need there to be in this space? Subsequently, the list of proposed businesses includes places that are not easily found in the city: a vegan grocery store, an art gallery, and a pop-up classroom just to name a few. These businesses aim to not only reach the new younger residents of Detroit but those original residents who have always made their lives there. The project also provides for Detroit s current residents by allowing aspiring entrepreneurs to start new business in a low-cost way. This presents a new opportunity for those who might have tried and failed elsewhere. In contrast to traditional construction methods, the contain- 3
ers are relatively cheap to adapt into businesses. Each container can be customized according to the business it houses, and each container will be designed by a different architect. My branding will create a sense of uniformity to counteract this variation. Sustainability plays a huge part in the project by teaching people how to run a business in an eco-friendly way. Reusing shipping containers is equivalent to giving them a new life and a new purpose. Besides recycling the shipping containers, the project plans to use green energy to power its facilities. Walkways and fences will be built out of recycled tires, again tying the project into Detroit s identity and history. Incorporating greenery into the space is also an important part of the project. The location of the market in a now-empty lot equates to giving both the community and the land a new life. The arrangement of the space will promote community and collaboration between business owners. The bathrooms will be located at a central area, encouraging interaction as everyone must frequently visit a singular space. Significance of the Project The shipping container market project is important because, in some ways, it can be seen as a metaphor for the city it resides in. Like Detroit, the project aspires to create something out of nothing to begin anew. The market s future location is currently an empty lot. Once, there was a community there. Now, the project aims to bring back that community and make something positive happen in the space again, redefining the land s purpose. Providing a space about which Detroit s people can be proud invokes a sense of community and civic pride. This civic pride is incredibly important to the recovery of Detroit. Often, people believe what they are told. If newspaper headlines and stories tell only of the collapse of Detroit and the hopelessness of the situation, people will inevitably begin to believe that nothing can be done about it. However, the container market project brings with it a note of energy and activity, and with these comes optimism. If this project successfully promotes a sense of community and rebuilds what was lost, why can t the rest of the city do the same? The shipping container market project aims to be a catalyst for a much larger project, one which the client hopes will have real impact on the city. Because of the versatility of the shipping containers and the ease of which they can be stacked and manipulated, more business can follow in the footsteps of the original planned twelve. In addition, those businesses can expand should their needs call for it by adding new containers to the existing structure. It is important to avoid using the word incubator to describe the business district, as this implies that once they ve gained momentum, the businesses will leave the district and expand elsewhere. Keeping the core businesses together in this lifestyle of community and sustainability is of utmost importance. If the businesses expand elsewhere, their location within the container market must be kept also. The client hopes the expansion of the container market will allow for phase two of the project, a housing district constructed from shipping containers. Ultimately, the client hopes this project will provide a precedent for other cities to follow. 4
Branding of the Project In branding the container market project, I would like to place particular emphasis on the idea of creating something new more specifically, something beginning anew or being given new life. The word new can be used to describe many aspects of this project. The cycle of beginning anew is reminiscent of the cycle Detroit itself has experienced over and over throughout the years. I recognize the need for the project to fit in with the current residents of Detroit while still attracting the eyes of the new people coming to the city. The branding must fit into the current environment, but it also must promote the sense of optimism and civic pride mentioned before. I began by considering what motifs are known for beginning anew. I immediately thought of the phoenix, as this mythological beast s cycle of rebirth recalls Detroit s motto, We will rise from the ashes. Words such as Phoenix and Firebird led me to other names that relate to fire and the renewal symbolism represented by the phoenix. After considering many possibilities, I settled on the word Spark. I feel that Spark carries a dual meaning it fits into the phoenix imagery mentioned before and thereby the city of Detroit. At the same time, it means inspiration or catalyst, which this project intends to become for the city. Spark reflects the beginning anew ideas I described before. Also, it is quite versatile in its ability to create a play-on-words for advertising purposes. (For example: Let s Spark something new. ) I decided to combine the word Spark with another word, Box. Box describes the shipping containers used in the project. It also defines a sense of place that Spark alone was lacking. Together, they create the name Spark Box, which suggests a place in which new ideas can come to life. The letterforms of Spark Box relate quite nicely to each other in particular, the A, K, and X contain sharp angles and bear physical resemblance to a box. I hoped to combine the imagery of the box with the imagery of a spark. I achieved this in my logo by combining the K and the X letterforms to create a box shape on the top, while the X itself becomes the spark. I chose to use the Gill Sans typeface for its elegance and the appearance of right angles in its letters, especially in the letter K. After exploring various weights, I settled on the regular weight for the typeface. I believe this will be most effective in safeguarding the logo s legibility and allowing the color to be visible when applicable. In implementing the logo, I have explored a combination of the red logotype on a white or lighter-red background; and the white logotype on a red or patterned background. By using these colors, I hope to evoke the appearance of glowing. In branding the project, I am combining the logotype with stylized images of phoenixes. It is my hope that these phoenixes create easily-recognizable imagery that can be used in combination with the logotype in all manner of applications from posters, to stationary, to merchandise. They can become a sort of mascot for Spark Box. I believe that Spark Box has the potential to ignite some new and exciting changes to the Detroit landscape. I plan to keep in mind this idea of hope and new life as I delve deeper into the branding for this project. 5
The Process
Sketches Upon settling on the name Spark Box, I brainstormed ideas for the logo by doing small sketches taking notes. I played with the idea of a flying spark connecting the words, but in the end, the idea I liked most was the tiny little doodle on the first page with the intersecting K and X. I liked how the angles formed the image of a box. I explored this idea further on page three. 7
Typography In choosing possible typefaces for Spark Box, I considered san serif styles that reflect the new, optimistic nature of the project. To narrow my search, I chose typefaces whose letterforms create right angles within the K and X glyphs, mimicking the physical appearance of a box. Angdale Mono Avenir Calibri Century Gothic Consolas Corbel Devanagari Sangam MN Euphemia UCAS Eurostile Franklin Gothic Book Furtura Geneva Gill Sans InaiMathi Letter Gothic Std Lucida Sans Myriad Pro Optima Orator Std Skia Regular Tahoma Tamil MN Telgu MN Trebuchet MS 8
Initial Designs Evolution of the Spark Typefaces Eurostile Gill Sans Trebuchet MS Lithos Pro Alternate Logotype Designs 9
Final Concepts I narrowed my search to two typefaces, Gill Sans and Eurostile, both of which I felt reflected the nature of the project, containing sharp angles and boxy letterforms. I considered light and regular versions of each typeface. Gill Sans Light Gill Sans Regular Eurostile Light Eurostile Regular 10
Explorations Color I chose to explore warm colors that evoke images of fire: reds, oranges, and yellows. I experimented with two different backgrounds in order to see how the colors would work surrounded by both light and dark values. I also examined the logo in grey, black, and white. 11
Final Mark The final Spark Box logo employs Gill Sans Regular. The distance between the letters has been altered slightly to create a logo that sticks together. The letters A and R sit comfortably atop the B, while X surrounds O on two sides at a suitable distance. The letters X and K have been altered, X being entirely different from the original Gill Sans X. The angles of the strokes have been adjusted so that together, K and X form two 90 angles, the negative space between them forming the shape of a box. The strokes of the X have been exaggerated and tapered to points, creating a four-pointed spark. The two bottom strokes of the X fall beneath the base line. 12
The Logo
Preferred Versions Deep Red The deep red logotype can be used on colored materials requiring low ink usage. It can also be superimposed over images with light backgrounds. (See posters, letterhead.) White on Deep Red The white logotype, printed on deep red, can be used when a darker background is needed to accent the materials. (See street banners.) White on Texture The white logotype can also be used over top the Spark Box texture for more decorative materials. (See business cards, envelopes.)
Alternate Versions Black The logotype may be printed in black in order to conserve ink or when black and white material is appropriate. White on Gold In the case that an additional color is needed, gold can be substituded for deep red. The logotype in white sits well on the gold background, for it still evokes images of glowing fire. White on Black The white logotype can be imposed on a black background if the need arises for a black and white design implementing a white logo instead of a black one.
Colors Deep Red Deep Red is the main color for the Spark Box brand. It can be used to color the logotype, text, and related materials. Hex: #96240A RGB: (150,36,10) Pantone: 484 C Light Red Light red should never be used in replacement of deep red or in the coloring of the Spark Box logo. Its purpose is to work alongside deep red in decorative elements, such as the Spark Box Texture. Hex: #CF3B0B RGB: (207, 59, 11) Pantone: 173 C Gold Gold is a third color which may be used in cases where red alone is overwhelming. It may not be used to color the Spark Box logo, but it may be placed in the background. HEX: #FBA64B RGB: (251, 166, 75) Pantone: 150 C 16
Texture The Spark Box texture has been created using a gradient of reds, superimposed with a pattern of repeated sparks - the X of the logo. The texture can be used in the background of graphics where a flat color appears too plain. 17
Typography The Gill Sans font family is used for all Spark Box materials. Gill Sans Light Gill Sans Light should be used most often within bodies of text, promotional materials, and letters where the text is not unusually significant. Light Italic may be used to emphasize words. Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 Gill Sans Regular Gill Sans Regular is used sparingly for emphasis. Some uses might include headers (such as the headers in this book), the bolding a particular word or phrase, or type that must be easily read from a distance. Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 18
Implementation Do NOT Horizontally or Vertically Scale the Logotype Use Unapproved Colors on the Logotype Place Text Within the Boundaries of the Logotype Do not place text here. Do not place text here. Standard Guidelines Keep a margin equal to half the width of the S around the logotype at all times to maintain its legibility and integrity. Do not place text here. Do not place text here. 19
Architectural Grid 14 12 10 8 6 4 2 2 4 6 8 10 12 14 16 18 2 22 24 26 28 30 32 34 36 38 20
Application
Posters These six posters feature Spark Box s mascot, the phoenix. Each phoenix stands in front of images* of Detroit, symbolizing the city s desire to rise from the ashes. The Spark Box logotype is accompanied by the phrase, Let s spark something new, which is meant to catch the viewer s interest and invite them to participate in the recovery process alongside Spark Box. Finally, a web address provides viewers with a place where more information can be found. * Background images are NOT final; they have been pulled from the web for example purposes. 22
Posters in Action Bus Stop Poster Bus Exterior Advertisement 25
Billboard Street Banners 26
Stationery Letterhead 27
Business Card Envelope Mailing Label 28
Merchandise T-Shirt Tote Bag 29
Website The Spark Box website consists of the same colors and imagry featured on the posters. While the splash page holds a place for news and eye-catching articles, a drop-down navigation menu at the top takes readers through the site s contents. The tablet and mobile versions feature scrolling with a navigation bar that will stick to the top of the screen, allowing viewers to easily jump from one section of the site to the other. 30
Wayfinding Directional Signage The Spark Box marketplace will employ color-coded signage. Individual shops appear on red signs with color-coded dots indicating the nature of the shop in question (food in red, apparel in blue, etc.) Signs indicating the direction of general services, such as restrooms, appear in white. Restroom Signage 31
Architecture Information Center Gateway Concept 32