thesis
DESCRIPTION
Rebranding of the new schoolTRANSCRIPT
Yejin LeePaul CarlosFall 2012 Thesis Project
Rebranding of
Thesis proposal statement
The project is about creating the new image of The New School and
improving the university’s impression.
This constructive project is for current enrolled students as well as
applicants for entrance to The New School. For current students, the
improved image of school will instill a sense of pride and can have
positive influences on students’ academic achievements. I believe that
the great image of the school can attract many of young prospects,
therefore, the university will produce large number of great artists in
the future.
Nevertheless of the great ambitions and mottos (New Republic,
Providing an alternative to conventional American university
education) of the school, the school’s identities in the past were not
successfully & effectively represented the school. In addition, these
original visions is completely disappeared in the current fading orange
logo, which was designed in 2005.. This is the primary reason that I
decided to re-design the school’s image.
I will suggest the new visions for the school, which can be described
with these word: progression, dinamics, advance, shift and a new
direction. These words imply both speed and change. Letters such as
‘N’ or ‘S’ in the name of the school will be used for the new identity, and
different elements will be added for the 8 divisions. Various elements
will be applied In a very simple form of a letter. This new identity can be
applied either on a product or a spatial (environment) design.
I will also make several creative school souvenirs to comply with the
new vision and the identity. Souvenirs will be made with easy materials
such as paper & rubber.
Rebranding of The New School
History & Past logosnewsletters & annual reports1910 - 1990
1940 graduate faculty catalog
1990 annual report
1910 invitation card
1960 graduate faculty catalog
>>
>>
late 60’s1960’s
• the temporary logo• the work was in courtyard
• a tree from nature • 6 squares indicate 6 departments
• without a logo• The school did not understand the importance of a logo.
• logo with only letters
1910’s 1940’s 1990’s
1940 graduate faculty catalog
1990 annual report
History & Past logos
Current logo
• 2005 Renamed itself “The New School: A University.” The orange letter logo first appeared.
* source from University Librarian, Fall 2012
Current logoidentity guidelines source from: The New School Identity Guidelines
http://www.newschool.edu/cea/branding-identity.aspx4
The university logo has two size versions;an original version and a small version.The original logo version can be sizeddown to a minimum of 2". The small logoversion can be sized down to 1.25".
If a size smaller than 1.25" is necessary, use the mark without the descriptor line.The mark can be sized down to a mini-mum of 1".
When measuring the logo, locate the clear-est parts of the mark from the start of the“T” to the end of the “L” as shown on themeasurement area example to the left.
University logo
Minimum size
1” 1”
1.25” 1.25”
2” 2”
Minimum small logo size (Color) Minimum small logo size (Black and White)
Minimum mark size (Color) Minimum mark size (Black and White)
Minimum original logo size (Color) Minimum original logo size (Black and White)
Measurement area
When reproducing the logo, useonly the artwork supplied withthese guidelines. The logo mustappear clearly and in theapproved colors (see Universitylogo colors, pages 8–10).
To ensure the consistency nec-essary to build a recognizableidentity, it is critical that The New School logo appearonly in the colors approved inthese guidelines.
File Identifier tns_logo [orig. version]Example:tns_logo_left_R_pos.eps
tns_logo...small [small version]Example:tns_logo_R_pos_small.eps
tns_mark [mark]Example:tns_mark_left_R_pos.eps
*See pages 47–49 for a completeexplanation of the file naming structure.
11
The New School school logos are made upof the school name, The New School markand the school descriptor. In cases wherethere is no school name, only The NewSchool mark and school descriptor needbe used. These components are always heldin a fixed relationship and should never bealtered, modified or reproduced in any way.
When reproducing the logo, useonly the artwork supplied withthese guidelines. The logo mustappear clearly and in theapproved colors (see Universitylogo colors, pages 8–10).
To ensure the consistency nec-essary to build a recognizableidentity, it is critical that The New School logo appearonly in the colors approved inthese guidelines.
School logos
Construction
File Identifier drama [drama]general [general studies]jazz [jazz]lang [eugene lang]mannes [mannes]milano [milano]parsons [parsons]social [social research]
Example:tns_parsons_right_R_pos.eps
School descriptorSchool name The New School mark
FOR DESIGNPARSONS
FOR JAZZ AND CONTEMPORARY MUSIC
FOR SOCIAL RESEARCH
FOR GENERAL STUDIES
FOR DRAMA
FOR LIBERAL ARTSEUGENE LANG COLLEGE
FOR DESIGNPARSONS
FOR MUSICMANNES COLLEGE
FOR MANAGEMENT AND URBAN POLICYMILANO
*See pages 47–49 for a completeexplanation of the file naming structure.
12
To ensure its integrity and visibility, The New School logo should always bekept clear of competing text, images and graphics, the only exception being when it bleeds off the page (see page 13). It mustbe surrounded on all sides by an adequate clearspace—a space equal in size to the capheight of logo, as shown at left.
* The logo at left is truncated to get alarger view of the measured clearspace.
School logos
Clearspace
FOR DESIGN X
X
X
13
In cases where it is more visually appealingand advantageous to bleed the logo, alwaysbe sure to bleed it in the specified areas ofthe “T” and “L” of The New School mark(as shown on the left). Never break a logoin the middle of a word (see page 14).
The correct spacing relationship must beapplied as specified at left.
When bleeding a school logo, the two linesmust overlap vertically at some point, asshown in examples at lower left.
* The only exception to the specifica-tions is when running school logostogether (see page 31).
School logos
Bleed and line break
FOR DESIGNPARSONS
FOR DESIGNPARSONS
FOR DESIGNPARSONS
FOR DESIGNPARSONS X
X0.5 X
FOR SOCIAL RESEARCH
FOR JAZZ AND CONTEMPORARY MUSIC
Line break/bleed areas (shown in grey)
Spacing
Examples of vertical overlap
source from: The New School Identity Guidelines http://www.newschool.edu/cea/branding-identity.aspx
Current logo16
The New School mark has three states.These states reflect the constant movementand dynamism of The New School. Allstates can be used interchangeably acrossall applications and schools.
When reproducing the logo, useonly the artwork supplied withthese guidelines. The logo mustappear clearly and in theapproved colors (see Universitylogo colors, pages 8–10).
School logos
States
File Identifier left [left state]mid [mid state]right [right state]
Example:tns_parsons_left_O_pos.eps
FOR DESIGNPARSONS
FOR DESIGNPARSONS
FOR DESIGNPARSONS
Left state
Mid state
Right state
*See pages 47–49 for a completeexplanation of the file naming structure.
identity guidelines
Original Intentions
• brightly colored
• urban-inspired graffiti lettering
• the individual colleges set in standard boldface
• progressive mix of flash and class
• New York City
17
The primary coloration of The New Schoolschool logos is the two color positive version on a white background. The schoolname and its descriptor appear in grey, andThe New School mark appears in eitherThe New School Red, Orange, or Yellow(see color specifications below).
No one color variation will be proprietaryto any school. Each school must use allthree color variations of The New Schoolmark interchangeably.
The New School RedPantone® 1795 CCMYK 0/94/100/0RGB 255/19/0
The New School OrangePantone® 158 CCMYK 0/61/97/0RGB 255/99/9
The New School YellowPantone® 143 CCMYK 0/35/85/0RGB 254/166/32
GreyPantone® 404 CCMYK 0/8/22/56RGB 111/103/84
School logos
Color
File Identifier R_pos [red, positive]O_pos [orange, positive]Y_pos [yellow, positive]
Example:tns_parsons_mid_R_pos.eps
FOR DESIGNPARSONS
FOR DESIGNPARSONS
FOR DESIGNPARSONS
The New School RedPositive
The New School OrangePositive
The New School YellowPositive
The colors shown throughout thismanual have not been evaluated byPantone, Inc. for accuracy and maynot match the PANTONE ColorStandards. PANTONE® is a registeredtrademark of Pantone, Inc.
*See pages 47–49 for a completeexplanation of the file naming structure.
source from: The New School Identity Guidelines http://www.newschool.edu/cea/branding-identity.aspx
Current logo
28
The New School typography consists oftwo typefaces: Adobe Garamond Pro(Adobe type foundary) and ITC FranklinGothic (ITC type foundary). Both typefacescome in a variety of weights and offer flexibility of use. Commitment to thesetypefaces will create a consistent and strong identity.
These typefaces should beused at all times. Contact thedirector of communications ifthere is a specific request notto use the specified typefaces.
Visual system
Typography
File Identifier [fonts folder]
Adobe Garamond Pro
Adobe Garamond Pro RegularAdobe Garamond Pro Regular ItalicAdobe Garamond Pro SemiboldAdobe Garamond Pro Semibold ItalicAdobe Garamond Pro BoldAdobe Garamond Pro Bold Italic
ITC Franklin Gothic
ITC Franklin Gothic BookITC Franklin Gothic Book ItalicITC Franklin Gothic Book CondensedITC Franklin Gothic Book Condensed ItalicITC Franklin Gothic MediumITC Franklin Gothic Medium ItalicITC Franklin Gothic Medium CondensedITC Franklin Gothic Medium Condensed ItalicITC Franklin Gothic DemiITC Franklin Gothic Demi ItalicITC Franklin Gothic Demi CondensedITC Franklin Gothic Demi Condensed ItalicITC Franklin Gothic HeavyITC Franklin Gothic Heavy Italic
identity guidelines
• created by the famed French printer Claude Garamond in the sixteenth century
• released by Adobe in 1989
• typical of late 19th century American sans serif typefaces
source from: The New School Identity Guidelines http://www.newschool.edu/cea/branding-identity.aspx
source from: The New School Identity Guidelines http://www.newschool.edu/cea/branding-identity.aspx
Current logo
45
The environment is a perfect medium forThe New School identity. Its basis in “graffiti” allows The New School identityto literally become part of New York City.
Demonstrations at left show how the identity can be applied to key pointsaround the university for greatest impact.
These prototypes are fordemonstration only and shouldnot be used as final work.
Application templates and demonstrations
Environmental graphics
identity guidelines source from: The New School Identity Guidelines http://www.newschool.edu/cea/branding-identity.aspx
Facing issues
• an identity that doesn’t represent the school (fading color effect)
• weak individualities in 8 division logos
• old fashioned souvenirs
• decreasing of morale and motivation among students
Facing issues
When the logo is printed on different
materials, the detail of it gets worse and
worse. Every current The New School
souvenir seems to be out-of-date and
even dusty.
Printed logos & souvenirs in the store on the 5th ave. >
To solve
• a new identity (an enterprising image)
• distinctive 8 division logos
• creative souvenirs
Inspirations
New concept
• dynamics• active• forward movement• alternation• keep thinking
• new direction• transition• advance• great shift• keep going
words that describe a new image of school
• new direction• transition• advance• great shift• keep going
New concept
The new image of The New School will represent the progressive
and advancing characteristics of school. First, I came up with
symbols that show speed, movement and a direction.
• dynamics• active• forward movement• alternation• keep thinking
• new direction• transition• advance• great shift• keep going
New conceptvarious letter ‘N’
Nn
Nn
NN
Nn
nNN
N
NnNn
NN
Nn
nN
nn
New conceptSketches of various letter ‘N’
New conceptsimplified form of ‘N’
S S
S
I started to minimalize the form of ‘N’
and it reached to the simple rectangular shapes.
New conceptsimplified ‘N’
• new direction• transition• shifting• keep going
The next steps
• developing of 8 division symbols
• more experiments with 3-dimensional ‘N’ forms
• researching on souvenir functions & developing ideas
Thank you!