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SelfDesign Learning Community identity redesign
hanif janmohamed, V5 december, 2013
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the existing SelfDesign logo is an integration of:
wordmark + visual symbol
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This presentation is divided into 3 main sections:
1- Wordmark (type) 2 - Visual symbol (logo)
3 - Color
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1.0 - redefining the wordmark
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A Wordmark is essentially a distinct text-only typographic treatment of the name of an organization, company,
institution, or product. It is used for purposes of identification and branding.
The name is rendered with a specific graphic treatment to
create a clear, visually memorable identity. The representation of the word becomes a visual symbol of the
organization or product.
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current wordmark
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The current wordmark is composed of two capitalized words, with the typical space between them removed. The intention is to bring them together to create a unified singular element - a joining of two concepts into one word through conjunction.
However, despite their proximity, these two words maintain an uneasy distance and appear to hold their separate domains. The two strong individual colors reinforce the separation, as does the capitalization. Each word has its distinct presence and meaning, and each competes for the eye’s attention.
While Self and Design get close, they remain unrelated.
The words ‘Self’ and ‘Design’ are together yet separate.
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This ambiguity is embedded within the wordmark itself. A polarized personality, with a tension played out at the juncture - two words juxtaposed in an uneasy relationship.
this proximity & separateness results in a structural ambiguity
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Improving the relationship through anatomy…
head
apex
descender
beak
eye
tailThe Garden of Earthly Delights (detail) - Hieronymus Bosch
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current anatomy of the juncture
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create a ligature
In typography, a ligature occurs where two or more graphemes or
letters are joined as a single glyph. Ligatures usually replace consecutive
characters sharing common components and are part of a more
general class of glyphs called "contextual forms", where the specific shape of a letter depends on context
such as surrounding letters or proximity to the end of a line.
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an ‘f’ that reaches out and an open ‘D’ that is receptive
An ‘open’ ligature
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Self + Design = relationship, partnership, collaboration, dance
La danse (detail) - Henri Matisse
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a tighter more unified relationship two words / one word
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A number of other aspects of the letterforms and their relationships can be explored and refined
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allow ‘the program’ to recede.
bring ‘the learner’ forward…
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introduce one color into the wordmark
the program plays a supportive role. neutral grey, receptive, open.
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the proposed wordmark…
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A cleaner, harmonious and integrated wordmark Each element maintains its identity, in a resolved relationship
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2.0 - redefining the logo (the visual symbol)
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A logo is a graphic mark or emblem commonly used by an organization, company, institution or individual to provide a
direct means of identification and recognition.
Logos are either purely graphic (visual symbols/icons) or are composed of the name of the organization (a logotype or
wordmark) or both.
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Whirlpool Galaxy (Spiral Galaxy M51)
Partial view of the Mandelbrot set
Low pressure system over Iceland
current visual symbol
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the conceptual framework
a natural unfolding
logarithmic spirals
Fibonacci series
stages of life
life path.
SelfDesign’s visual symbol represents a life path from birth to death - the Lifespiral.
It is a naturally ordered, geometric, mathematical spiral that expands outwards exponentially. It represents the phases of
our lives, and acts as a model for understanding.
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personal life pathsUnlike conceptual frameworks and models,
our personal Lifespirals often seem to branch out in many directions at once. These manifest in our lives through our relationships and chance encounters and they inform us with choices, richness and complexity.
A redefined visual symbol can encompass some of these qualities.
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multiplicity
…there are many paths each is unique
all unfold
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movement
…a path embodies motion
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rotation
…circles, mandalas, spirals everything is revolving
constantly in motion
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radial expansion
…growth expands in all directions
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symmetry
…harmony
…balance
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celebrate the mysteryof
things without
beginnings
+
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make a move to a (r)evolutionary form…
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that embodies a richer conceptual framework…
one that embodies a richer conceptual framework.
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logarithmic spiral fibionaci series stages of life
unfolding
life path
our life pathrichness
choice unique
multiplicity
movement
rotationcircular revolving
radial expansiongrowth radiates
inwards / outwards
symmetryharmony balance
many paths complexity
implied motion
conceptual framework
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a vital and dynamic form
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“Like a snowball down a mountain
Or a carnival balloon
Like a carousel that’s turning
Running rings around the moon”
excerpt from: The Windmills Of Your Mind
“Like a circle in a spiral
Like a wheel within a wheel
Never ending or beginning
On an ever spinning reel”
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2.1 - density studiessparseness and density
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a variable density?
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5 6 7 8 10
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the proposed new logo…
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3.0 - Colors
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“A thimbleful of red is redder than a bucketful.”Henri Matisse
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use of color
Color will be used to lend expression and articulation to the character of the different program areas.
Details of the overall color program will to be clarified during the strategy work scheduled in early January.
Reflections from this work will inform the definition of the finalized color program for SelfDesign.
Portrait of L.N. Delekorskaya - Henri Matisse
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logo color studies
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the proposed colours…We conducted many color studies and have explored many options.
In keeping with the developing theme of multiplicity as a defining thread for SelfDesign’s new identity, we have also explored the introduction of colour into the proposed logotype in a fresh way…
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Our New Wordmark and Logo…
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