brand identity...a system of elements.

brand touchpoints: nostalgic—yes.

in addition to being typography, a logotype should convey one or more of the brand's attributes. sometimes it's necessary to alter an existing "standard" typeface to achieve this.

of Melbourne
thank you for reminding me about this joe seph. above see slideshow of images...the rebrand of a city in australia. no kangaroos.

manifest

manifest rebrand, although there are no examples (shown) of the old, this is a great example of the identity "system" approach i explained yesterday. look!

[Raynaldo] Phase 1

The Stone Spirit Lodge is in need of a face lift that is both inviting and reflective of their in store philosophy. Currently the level of sophistication is low and needs to be elivated a higher level. The Stone Spirit Lodge does a great job of crafting a calm and relaxing enviornment that many have no knowledge of. Re-branding the Spirit Lodge would bring their visual identity to the same level as their atmosphere and community. A powerful, more characteristic brand would do wonders for the Stone Spirit Lodge, that has already achieved a high level of relaxation and individuality that should be reflected in their new re-brand.

Ralvarez Phase 1

[Ian] Phase 1

True news reporting should be about the facts, and not underlined by political views or sensationalism. There are news companies in other countries that are striving to do just that, fact reporting. The US needs more of this.

This is why I chose to rebrand KCTV5, a local news station here in Kansas City. KCTV5 suffers from swayed news reporting like many other news stations, it’s hard not to be, everyone has their own opinions. KCTV5 also has the issue, like many news stations, of not being memorable and standing out in its field. Its overall identity is not as cohesive as it could be to help people remember it.

So, I am proposing to reposition KCTV5 as a leader in fact reporting both in Kansas City, but also the US in general. One that focuses on giving the viewers the facts and let them decide their own opinions on the events affecting them.

KCVT5 (final)

[Bethany] Phase 1

The Crossroads Community Association Re-brand

The Crossroads Community Association attempts to welcome all walks of life through their brand of the district. However, their current brand targets an older, professional audience. Younger individuals are less likely to choose the Crossroads as a place to live and work if they were not previously involved in the area. As a whole, the district is a creative, unique community, but needs to shift their direction and visually set them apart in order to attract a younger audience. My re-brand will attempt to give distinction to the Crossroads as they are compared with other communities in Kansas City, such as Brookside, the Plaza and Westport, as well as international arts districts. The Crossroad’s re-brand will encourage new faces that contribute and celebrate artistic expression to become involved in the community and develop the community as they make it their own.

[Bethany] Phase 1

[Loren] Phase 1

Kansas City International Airport strives to provide, operate, and develop premier air transportation facilities with superior standards of customer service and excellence while maintaining the highest levels of safety, connivence, and efficiency.
My rebranding of the Kansas City International Airport is to create a cohesive, educational identity that encompasses Kansas City’s history and uniqueness. Characteistics they currently lack.


[Loren] Phase 1

[Julie] Phase 1

In choosing Sky Recording to rebrand, I saw it as not only as an opportunity for a facelift but an opportunity to study an industry that I am very curious to know more about. Rebranding is about "creating a new name, term, symbol, design, or combination of them for an established brand with the intention of developing a [new] position in the mind of competitors."


So what is my goal as a designer for Sky Recording? The goal of my design is to give Sky an identity that sets them apart from other recording studios. Giving them a sense of style that gives them a sophisticated scale in the building and in the minds of the people that work there. I want the audience to feel a sense of professional trust in the visual clarity that the rebranding will have.


This also gives me a chance to really grab Sky's sense of promotion by the reigns where they are lacking. This seems to turn the company's self-confidence to a low pull. If they have such great staff and so much to offer, there needs to be more advertisement for such a moral business.
This rebrand will give Sky Recording a more competitive sense of style and attitude without losing aspects that could jeopardize the musicians interest.


Viva la music.

[Julie] Phase1

[karen]phase1

Wines by Jennifer Rebrand

Wines by Jennifer is a global wine boutique that allows people from the Kansas City community to gather in this unique establishment. Is a 1903 three-story circa house that is located in Parkville , Missouri. The have a great collection of wines all separated through the various rooms of the house, which represent a different country in the world. Currently, it attracts woman groups, woman shoppers and older individuals. Their establishment offers a global experience due to their products. Familiar atmosphere due to their location and clients get knowledge about wines and parings from the knowledgeable staff.

After talking to one of the employees, she expressed her frustration, that a younger audience seems not interested in this informal and casual establishment. My goal with my redesign is to create a more approachable aesthetic and emphasize their casual, friendly environment ideally for a younger audience. Creating various brand elements that can help connect the wine tasting community and create an outlet for them to share their love for wine.

[Karen]Phase1

[Kelsey] Phase 1

Half Price Books
I chose to rebrand Half Price Books, a store the resells books as well as CDs, records, movies, magazines, etc. Currently HPB is seen by their audience as being an affordable, vast collection of used books. But they are much much more than that, and with their current branding, it is unfortunately not clear how big of a role they play. Because of the scattered, cozy nature of their stores, and their name containing the words “half-price,” they are currently giving off a vibe that seems to be a little more “cheap” than it needs to be. HPB is a wonderful company in the fact that they are community-based and extremely invested in literacy, education, and green movement programs. Unfortunately, these wonderful qualities are not well reflected in their current branding, which is somewhat scattered and off-track of their mission statement. My goal with this rebranding is to update and enliven Half Price Books so that the emphasis of is about their strong values rather than their affordable prices.

Half Price Books

[Joseph] Phase 1

[Joseph] Phase 1 ABOUT THIS PHASE: I decided to go with re-branding the Kemper Museum of Contemporary Art in Kansas City, MO. It seems to be a very good opportunity for such a thriving organisation — with three different locations in the city and a fantastic growing collection of contemporary art. The Kemper is very often having new and exciting exhibitions from well know artist around the world. Activity of the Kemper ranges from many different exhibitions with various medias (new and traditional) to fine dinning, to special events, to a maintaining a fantastic local-artist-driven gift shop. The Kemper is a privately (and locally...) run organisation in KC that shows a lot of internationally acclaimed contemporary art with its permanent collection. And has 12 featured art exhibits every year — there are always new exhibitions with visiting international artists. In selecting its exhibitions it strives to represent national and international aesthetic and cultural diversity. In addition the Kemper aims, in general, to foster the arts in a way for participants to exchange, debate, and greater understanding of the human experience. In phase one of this project, I propose to develop two major aspects of the Kemper Museum of Contemporary art. I mentioned that there seems to be a considerable amount of missed opportunity (first of all) in regards to the current brand, or design system of the museum. if you look at slide [#4] below, you can see a sample of the Kemper's current brand elements. There is an overall lack of cohesion among even the brand of the museum itself, let alone almost every product they have themselves. Further more, the current visual identity does not seem to do credit to the versatility, energy, creativity, and diversity of this internationally renowned institution. The current brand seems to lack the innovative potentiality that the versatile and energetic essence the Kemper has — I think the Kemper deserves a downright sexy overall visual identity in general. The Kemper is quite successful in what it does (in getting people to appreciate the arts). But what MORE could it be? I think it can and should be more aggressive in an effort to cater to a wider audience, perhaps they might think about encouraging art that uses new media that is interactive, or developing programs or artifacts that are more directly educational to the general public — inovative education for art appreciation. The Kemper is a wonderful little gem for contemporary art lovers in Kansas City — but it should be a gem for art lovers and non-art lovers for the entire country and the world!

 < 1 visual inspiration< 2 brand attributes (current and proposed)

 3 > key comparable< 4 current brand elements

 5 > brand essence

[Brandon] Phase 1

For phase 1 in Design Systems, we've been tasked to to re-brand an existing company in the greater Kansas City area. As an expanding and successful power provider, the Kansas City Power and Light company provides excellent service, but lacks in corporate identity.

KCP&L strives to offer affordable and reliable energy to homes and businesses throughout the Midwest. The linemen, the electric specialists that work on power lines, and utility vehicles have become their extension and contact to the community. But when most of their design is white and void of personality, how well can they really interact with Kansas City?

The workers of KCP&L are quite community oriented, but this goes unnoticed. They feel far  more like a large corporate entity that you only pay your bills to, rather than a local business that engages customers on a personal level.

In the re-branding process, I want to focus on their role in the community, and keeping the lights on for a family rather over businesses. They need to be more approachable. My challenge is to make their identity reflective of their technical skill and work ethic, and in the process make them less anonymous. Without the bland fields of white, and more voice in their design, I believe that citizens will be more accepting and proud of their power provider. What little design they have centers around their logo, which is weak, and doesn't reflect the strength and intrepid nature of power. There's a lot of strong imagery that a power company places in the environment, and like it or not these massive power line structures are part of our graphic and physical landscape. They also have numerous interesting design surfaces to play with, and I for one am excited to design for utility vehicles and hard hats. While most businesses have business cards and brochures, KCP&L included, I think some of their best advertising are the workers themselves, and seeing them in the field. These technicians shouldn't be men behind the curtain, fixing problems without us taking notice. They should be seen and admired somewhat for their line of work and the risk involved. Climbing a 20-30 foot pole to work on live wires is an intimidating experience, and these men should be better represented.

Kcpl Final

[Janna] Phase 1

For my rebranding I decided to do Scandia Down, Europeans Fine Linens& Collections. I wanted to "refresh" this brand to because I feel like that it is a bit dated. Rather than just making it more modern and cleaner. I plan to try through visual communication get the trust of the audience. There is a reason why people tend to buy collections from Crate& Barrel, because they trust the style and quality of the product. I want to pursue this attitude towards Scandia Down. Like "refreshing" the logo so it doesn't seem so dated. Even the advertisement that they do I want to include them on the Johnson County Magazine or put them on Design Sponge, so they reach out more to a broad audience than what they are doing now. I hope to achieve a more sophisticated as well as organized look for this local brand.

Sandia Down Presentation 2