identity design portfolio

January, 2009 Richard Poulin

Problem Date Instructor

To rebuild brand identity for Bose company

TABLE OF CONTENTS

LOGOTYPE SYSTEM 1.0

LOGOTYPE 1.1AREA OF NONINTERFERENCELOGO COLOR OPTIONS 1.2UNACCEPTABLE USAGE 1.3

STATIONERY SYSTEM 2.0

STATIONERY 2.1BUSINESS CARD 2.2BUSINESS CARD BACK VARIATION 2.2LETTERHEAD 2.3LETTERHEAD BACK VARIATION 2.3ENVELOPE 2.4MAILING LABEL 2.5

COLOR SYSTEM 3.0

3.1PRIMARY COLORSECONDARY COLOR 3.2

TYPOGRAPHY SYSTEM 4.0

SECONDARY TYPEFACE 4.2

TYPOGRAPHYPRIMARY TYPEFACE

4.1

PHOTOGRAPHY SYSTEM 5.0

PHOTOGRAPHY 5.1PHOTOGRAPHY USAGE FOR PRODUCTPHOTOGRAPHY USAGE FOR PRODUCT WITH HUMAN 5.2

WEBSITE INTRODUCTION PAGE SYSTEM 6.0

WEBSITE 6.1WEBSITE INTRODUCTION PAGEWEBSITE INTRODUCTION PAGE VARIATION 6.2

LOGOTYPE SYSTEM 1.0

LOGOTYPE 1.1

The Bose logotype is a key element in our commu-nications program. It represents our commitment to porvied quality products and servies around the world.

The typographic style of the logotype allows for easy recognition in a broad range of sizes. Using it consistently bolsters visual impact, reinforces public awareness and protects its legal status.

A minimum amount of clear space should always surround the bose logotype, separating it from other elements, such as headlines, text, imagery or the outside edge of printed materials. This protected area preserves the legibility and visual impact of the logotype.

The protected area is twice the size of the X area. The protected area is adjusted proportionally according to the size of the logotype you are using.

AREA OF NONINTERFERENCE

No alterations should ever be made in the logotype. This includes any manipulation of the style, propor-tions or spacing of the letterforms.

The Bose logotype should be considered an invio-lable piece of artwork. Only authorized electronic reproductions should be used.

X

2X

2X

2X 2X

LOGO COLOR OPTIONS 1.2

You have three basic options from which to choose:

The bose logotype should bein white, if it’s placed on backgrounddarker than 50% black

For bose gray color,refer to color palette section

1

1 All bose gray color version

2

2 All black version

3

3 All white version with dark background

UNACCEPTABLE USAGE

Do not distort any portion of logotype

Do not contain the logotype in any arbitrary shape

1 5

2 6

3 7

4 8

It’s extremely important for brand success that the Bose logotype and signatures be displayed correctly. This includes always using the correct typefaces and the correct relative positioning and sized of all elements.

The examples on this page illustrate unacceptable displays.

For acceptable appliactions of the Bose logotype(i.e. in stationery, on websites, or on merchandise), refer to application section.

BETTER SOUND THROUGH RESEARCH

Do not crop any portion of the logotype

Do not add a drop shadowto any part of the logotype

Do not tilt the logotype

Do not useother graythan the Bose gray

Do notviolate theare of noninterferencerequirementsby attachingtype or graphicsto the logotype

1.3

Do not use any arbitrary color for the logotype

STATIONERY SYSTEM 2.0

STATIONERY

Everyday, Bose stationery makes an impression on thousands of customers. These impressions must always be positive. All Bose business stationery must be clear and professional. The pieces should “family” with one another.

The basic elements for our stationery system are:the Bose logotype, address, fax and phone number, e-mail address, and tagline.

All stationery items are available in the U.S. size.

295 Park Ave. New York, NY10010

Date:To:From:

Subject:

T : 347.712.0665F : [email protected]

www.bose.com BETTER SOUNDTHROUGH RESEARCH

letterhead

envelope

business card

mailing lable for small

mailing label for large

AMAR BOSE

295 Park Ave.New York, NY10010


www.bose.com



www.bose.com



www.bose.com

295 Park Ave.New York, NY 10010

F: 347.712.0665T: 347.712.0665

All stationery itmes shown here are 40% of real size.

For typogrpahyuse,refer to typography section.

2.1

front back

The Bose Business card back may contain a cropped version of various images. It varies from paintings of artists or sketches of architects to the photograpy of different places the Bose sound system is intalled.

However, all the photographys or artworks should be treated consistantly. More information about the back of the business card will be on next page.

BUSINESS CARD

0.2” 0.125”0.125”

0.2” 1”

AMAR BOSE



www.bose.com

2.2

Name:Text:Size:

Futura light 8/9 pt Din 8/9 pt3.5” x 2“

Logotype: C 0 M 0 Y 0 K 0

The Bose Sound System is not only about science but more about music. Images on the business card back will imply the artistic quality of the Bose system to customers.

The Bose Sound System is not only for home sound system but for different palces like concert hall, stadium and cathedral.

These images are the sketches ofa female architect, Zaha Hadid,who has designed countless magnificant architectures.

These images are the pictures of Disney concert hall,Sistina Chapel andTokyo stadium,where the BoseSound systemare currentlyused.

BUSINESS CARD BACK VARIATION 2.2

1 Artworks from different artist:

2 Photograpy of different places, where the bose system are installed:

All business cards shown here are 70% of real size.


295 Park Ave. New York, NY10010

Date:To:From:

Subject:


www.bose.com BETTER SOUNDTHROUGH RESEARCH

dolor sit amet, consectetur adipiscing elit. Quisque accumsan, quam at imperdiet interdum, leo sapien consequat sem, at adipiscing ipsum felis at magna. Vivamus laoreet, nisi eget mattis fringilla, nisi est cursus leo, eget dignissim urna dolor sed quam. Sed vehicula rhoncus tellus. Quisque at mauris. Pellentesque vitae pede. Ut vitae est in justo viverra posuere. Proin eu nibh. Cras in nibh. Vivamus tempor turpis ac metus. In sagittis auctor mi. Suspendisse at purus. Vestibulum nec quam vitae orci varius pellentesque. Nam sit amet dolor.

Sed facilisis odio eu sapien. Sed dictum. Mauris venenatis arcu in sem. Etiam nulla erat, posuere ac, aliquam eu, vulputate quis, massa. Curabitur tincidunt nulla nec diam. Suspendisse potenti. In aliquam. Quisque augue. Suspendisse viverra nisl at urna. Nulla luctus. Maecenas ac elit ac tellus suscipit egestas. Donec mi nisl, porttitor ac, scelerisque quis, convallis ac, odio. Integer posuere luctus lorem. Donec at ante ac tellus gravida viverra.

Pellentesque vehicula leo et felis porttitor vestibulum. Nulla tempus. Nam dui dolor, iaculis vitae, fringilla consequat, pretium et, lorem. Nullam porttitor. Fusce vel dui sed tellus tempus scelerisque. Donec nec mauris in nulla luctus vehicula. Maecenas mauris. Aenean semper vestibulum sem. Fusce quis orci sit amet dolor rutrum pretium. Pellentesque pellentesque pellentesque metus. Nunc tincidunt enim egestas elit. Aliquam erat volutpat. Praesent ligula ligula, pretium quis, tempor sed, mollis non, enim. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos.

Nunc at neque vitae orci adipiscing accumsan. Mauris tempus, ante et tempor tempus, purus metus eleifend orci, eu mollis odio sapien sed lorem. Praesent adipiscing, sapien sit amet vehicula iaculis, nisi arcu venenatis turpis, eget dignissim nibh ante pellentesque velit. Aenean ipsum massa, porta non, luctus non, consectetur non, purus. Fusce nibh erat, ultrices vitae, luctus nec, iaculis id, dolor. Phasellus eu sem. Donec bibendum dui. Duis augue leo, posuere ultrices, dictum sit amet, vestibulum sit amet, neque. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Donec ornare aliquet mi. Nunc erat. Pellentesque egestas, lorem non tempus sollicitudin, nisl purus faucibus ante, ut ultrices turpis augue a urna. Quisque fermentum tellus a ante. Praesent pharetra. Fusce porttitor.

March 07, 2009Erin KimAdams Boss

Lorem ipsum

0.625”DIN9/10 pt

GARAMOND10/13 pt

0.8“

5.3“

0.625”0.625”

LETTERHEAD

1”

0.5“

2.3Name:Text:Size:

Futura light 8/9 pt Din 8/9 pt8.5”x11”

LETTERHEAD BACK VARIATION 2.3

The Bose Sound System is not only about science but more about music. Images on the business card back will imply the artistic quality of the Bose system to customers.

Artworks from different artist:

These images are the sketches ofa female architect, Zaha Hadid,who has designed countless magnificant architectures.


295 Park Ave.New York, NY 10010

F: 347.712.0665T: 347.712.0665

ENVELOPE

0.2inch

0.2inch

DIN8/9 pt

2.4Text:Size:Logotype:

Din 11/13 pt9.5” x 4.125“C 0 M 0 Y 0 K 60

Abington Smith950 Third Ave. New York, NY10022

front

back

MAILING LABEL

0.2inch

0.2inch

0.2inch

0.2inch

DIN10/12 pt

DIN8/9 pt



www.bose.com

2.5

1 Mailing label for large:

2 Mailing label for small:

Text:

Text:

Size:

Size:

Logotype:

Logotype:

Din 8/9 pt

Din 8/9 pt

6” x 3“

3.5“ X 2”

C 0 M 0 Y 0 K 60

C 0 M 0 Y 0 K 60



www.bose.com



COLOR SYSTEM 3.0

PRIMARY COLOR

COLOR

The Bose Color System has been developed to provide a chromatic range for a recognizble brand personality and to help organize communications materials for the various market.

This Color palette is being used across all visual media including advertising, collateral, direct response, sales materials and Web marketing.

The Bose Grey represents the versatility of the Bose ranging from the sound system of stadium to auditorium.

PRINTPantone matching system

PRINTFour Color System

DIGITALWeb / Video Usage

Consistent use of the color palette helps build and reinforce brand recognition by creating a strong, recognizble look for Bose.

C0 M0 Y0 K60

C70 M50 Y25 K10

DS process Black 60%

DS process 210-4 C

R128 G130 B133

R88 G111 B143

3.1

SECONDARY COLOR 3.2

PRINTREFERENCEPantone matching system

PRINTFour Color System

DIGITALWeb / Video Usage

C70 M50 Y0 K0

C30 M0 Y100 K0

C0 M70 Y100 K10

DS 196-4C

DS 302-2C

DS 50-1C

R89 G122 B188

R191 G215 B48

R221 G102 B30

1 Place of worship:

2 Stadium:

3 Performance center:

1

2

3

The place of worship color is suggestive of Saint Mary. Traditionally in most paintings, st. Mary is painted with blue.

The stadium color is suggestive of grass on the stadium. Green hues also represent energy, good health and vibrancy.

The stadium color is suggestive of musical instru-ment. Orange hues also represent elegance, warmth and humanistic quality.

This is a medieval artistic invention. Mary has always had a special place in the Roman Catholic belief, and so when showing her in art,it was decided that she should somehow be ‘spe-cial’. In those days, most paint pigments were made from substances found in the earth. However, there was no cheap source of blue. The only source of blue pigment was the precious stone ultramarine which was more expensiveto buy than gold leaf.

So, frequently in religious paintings, the painting was done solely by using the cheap ocres and oxides easily obtained from the ground, but the only blue would be that worn by the Virgin Mary to make her stand out as someone very special indeed.

TYPOGRAPHY SYSTEM 4.0

TYPOGRAPHY

PRIMARY TYPEFACE

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi jk lmnopqrs tuvwxyz




As and integral part of the Bose’s brand the fol-lowing Futura and Din fonts should be used. These fonts are the Bose’s unique handwriting and add emphasis to the personlaity of this new identity.

Futura is a geometric sans-serif typeface designed between 1924 and 1926 by Paul Renner. It is based on geometric shapes that became representative visual elements of the Bauhaus design style of 1919–1933.

The Bose system emphasize on scientific research and the spirit of bauhaus corresponds with it.

The Bose uses Futura designed by Adobe system.

Futura:

Futura light 27pt

Futura light oblique 27pt

Futura book 27pt

Futura book oblique 27pt

4.1

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi jklmnopqrstuvwxyz

SECONDARY TYPEFACE

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi jklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZabcde fghi jk lmnopqr s tuvwxyz

Din is a typeface designed for the Royal Prus-sian Railways. The typeface was later adapted for all kinds of signages of the German railways. It is created on a very simple grid system and with a continuous stroke width.

Garamond’s letterforms convey a sense of fluidity and consistency.

Din will help establishing the accurate and scientific image of The Bose system.

The Bose uses Din designed by Font Foundry.

The Bose uses Garamond designed by Adobe system.

1 Din:

2 Garamond:

Din light 27pt

Din regular 27pt

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi jk lmnopqrstuvwxyzGaramond regular 27pt

Garamond italic 27pt

4.2

PHOTOGRAPHY SYSTEM 5.0

PHOTOGRAPHY 5.1

For approved Bose product and related photos and images, brochures in PDF format, associates, suppliers and partners are encouraged to use our branded resources system located at http://www.bose.com.

A minimum amount of clear space should always surround the bose logotype, separating it from other elements, such as headlines, text, imagery or the outside edge of printed materials. This protected area preserves the legibility and visual impact of the logotype.

The protected area is twice the size of the X area. The protected area is adjusted proportionally according to the size of the logotype you are using.

PHOTOGRAPHY USAGE FOR PRODUCT

Both high-resolution images for quality printing and low-resolution images for PowerPoint and Web display are available to download for free.

1

2

Do not use a photography with a distracting backgound

Do not use a photography with croppedproducts

Following pages will show the appropriate photography of product

Expand your experience

Beyond your imagination

Better Sound through research

PHOTOGRAPHY USAGE FOR PRODUCT WITH HUMAN 5.2

Since Bose product is not only about music,but also about lifestyle, photography with humanshould be used in an appropriate way.

Examples shown here explains proper way of using photography with human. Details may vary depend-ing on designers and its purpose.

Expand your experience

Do not use a photography with arecognizablehuman face

Photography with vague human figure will help broader customers relate themselves with Bose product

WEBSITE INTRODUCTION PAGE SYSTEM 6.0

WEBSITE 6.1

As number of internet user increases faster than ever, the impact of design of webpage becomes bigger.

What visitors see at first when they visit www.bose.com determines the first impression of Bose. So de-signing the introduction page is deciding what Bose would want to have as its face.

When users visit www.bose.com, the first thing they’ll experience is music and then a pattern derived from Bose logotype will show according to the musical notes.

This shouldn’t be no longer than 5 seconds to mini-mize the risk of having users skip the introduction when they get bored and to maximize the impact.

Bose is about experience the product gives to users, not about the design of the product itself. Therefore, it’s very important to avoid having visitors see the photography of products first.

WEBSITE INTRODUCTION PAGE

Therefore, consistent design of webdesign helps to build and reinforce brand recognition by creating a strong, recognizble look for Bose.

Following image showshow pattern relates to the musical score.

WEBSITE INTRODUCTION PAGE VARIATION 6.2

1 Place of worship:

1

Referring to the Bose system installed at the place of worship, you may use any hymn, processional chant or any kind of religious classical music.

The color of the pattern, in this case, should be blue, as indicated on Color system.

2 Performance Center: Referring to the Bose system installed at the place of worship, you may use any classical music or performance related music such as musical.

The color of the pattern, in this case, should be orange, as indicated on Color system.

Example shown below is Beethoven Symphony No.9.

Example shown on next page is Petruchka by Igor Stravinsky.

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