gcom 343 type is identity Advent in Germany

gcom 343: type is identity

Advent in Germany • Peter Behren/AEG first • coordinated design system • encouraged consistency

Marks have value when associated with good companies and are valueless when attached to bad ones. —Steven Heller

Corporate Identity The company’s desired perception Corporate Image The public’s actual perception Corporate Culture Employee perception

Mark Fundamentals • cornerstone of CI • based on mission and ideals • appeal client and customer • identify, describe, differentiate

Traits of a good mark: • clear/easy to identify • graphic • memorable • reducible • reproducible • work in B&W • positive associations

VW Mark Inventory The Art Elements: Line Shape Direction Dimension Tone Texture Scale (proportion) Color The Gestalt principles: Closure Isomorphic Correspondence Figure Ground Continuation Similarity Equilibirum

Line - probably the most striking feature - convergent diagonals - form economic statement of “VW” - implied intersection - bold, equal line weights

Line - probably the most striking feature - convergent diagonals - form economic statement of “VW” - implied intersection - bold, equal line weights Shape - concentric circles (target-like) - stated and implied triangles - echoing of shapes in the counters; each has its matching counterpart making mark perfectly symmetrical

Line - probably the most striking feature - convergent diagonals - form economic statement of “VW” - implied intersection - bold, equal line weights Shape - concentric circles (target-like) - stated and implied triangles - echoing of shapes in the counters; each has its matching counterpart making mark perfectly symmetrical Direction - round to keep interest focused in - diagonals allow for dynamic feel

Dimension - enabled by implied lighting

Dimension - enabled by implied lighting - highlight in upper left quadrant - radial gradient supports a concave surface illusion

Dimension - enabled by implied lighting - highlight in upper left quadrant - radial gradient supports a concave surface illusion - shadows cast give further dimension to strokes which seem to have slight relief from the surface of the sphere

Dimension - enabled by implied lighting - highlight in upper left quadrant - radial gradient supports a concave surface illusion - shadows cast give further dimension to strokes which seem to have slight relief from the surface of the sphere - subtle highlights also support

Dimension - enabled by implied lighting - highlight in upper left quadrant - radial gradient supports a concave surface illusion - shadows cast give further dimension to strokes which seem to have slight relief from the surface of the sphere - subtle highlights also support Tone - subtle tone changes; does not get too dark or light - tone transitions consistent with sphere shape

Dimension - enabled by implied lighting - highlight in upper left quadrant - radial gradient supports a concave surface illusion - shadows cast give further dimension to strokes which seem to have slight relief from the surface of the sphere - subtle highlights also support Tone - subtle tone changes; does not get too dark or light - tone transitions consistent with sphere shape Texture - appears smooth and hard like unblemished automobile paint - exudes a sleek metallic feel

Scale Proportion - gap dividing “V” and “WW” is origination on stroke proportion

Scale Proportion - gap dividing “V” and “WW” is origination on stroke proportion

Scale Proportion - gap dividing “V” and “WW” is origination on stroke proportion

Scale Proportion - gap dividing “V” and “WW” is origination on stroke proportion

Color - range from White to Navy Blue - positive associations Conservative, but not stodgy Loyal Established/solid Appeal has staying power

Type - sans serif - slightly extended - not too heavy - has easy going feel - modern Wording - succinct - interactive - polarizing

Positive Associations - overall round shape is nurturing - geometric shapes balance with exactness - type tagline modern, yet approachable - color blue is favorable internationally - considering history, associations very positive Easy Identification - can be read well on the road - graphic because of it’s simplicity - company has history on its side Quality of Abstraction - economy of form - simplified to its barest elements Reducible - holds up under reduction - some care must be taken with new version Identifiable Gestalt Principles - figure ground - closure - isormorphic correspondence - continuation - equilibrium

Color vs. Black & White - reproduces in B&W - company committed to consistency in color Positive/Negative Spaces - strong geometric shapes - interval of sizes - outer curves balance Weight - thickness of lines lend to graphic impact - globe gives solidness to form - appropriately weighted for car display Flow - spherical shape gives eyes illusion of depth Direction - diagonal lines emanate upward and out - circular outline recycles, but doesn’t trap