Kelsey Anderson Phase 2

8/4/2019 Kelsey Anderson Phase 2

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Monday, October 3, 2011

So, just to refresh, I chose Half-price books to rebrand.


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Half Price is a good company with a forward-thinking mission.but their previous branding was inconsistent and looked a bitdated.


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Through rebranding Half Price Books, I would like to downplaytheir emphasis of affordability while raising awareness of theirstrong roots in the green movement, all while using playful andnostalgic aesthetics to appeal to a book-loving audience.


My new and improved objective is this: Through rebranding HalfPrice Books, I would like to downplay their emphasis ofafordablility while raising awareness of thier strong roots in the

green movement, all while using playful and nostalgic aetheticsto appeal to a book-loving audience. Thats a lot. So lets breakit dooown.


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Saving pages


The essence of Half Price is: Saving Pages!


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playful nostalgiceco-friendly


And the brand attributes are: eco-friendly, playful, andnostalgic.


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The first step I took in the rebranding process was to rethinktheir name. Having half price in there name kind of makesthem sound cheap.


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Half price books

cheap!


So not to lose people completely, I took a familiar characterfrom their old branding, and used him as the new name! Earlybird is their old mascot. Of course, Im not keeping him, but he

will live on in spirit.


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Half price books

cheap!





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Half price books Early birds

cheep!





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Here is a brief synopsis of the evolution of my first direction,which I will refer to as cheeps! I manipulated the a lower-case einto the shape of a bird, keeping it light and playful.


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after some tweaking and tiny fixes, I checked the brand markfor readability at small sizes.


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readable from a birds-eye view!




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early birds


Heres the signature. I went ahead and stuck with arno pro forthe logotype, the same as the e that I manipulated into thebird. Its a casual, but classic font.


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early birdsBOOKS FOR CHEEP


And for the tagline, I kept to the bird theme, using a play onwords with the word cheep. This way, you still know that theirprices are afordable, but its not blaringly loud.


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early birds

BOOKS FOR CHEEP

Arno Pro . regular

BANDA REGULAR


here they are, on their own.


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Through rebranding Half Price Books, I would like to downplay their

emphasis of affordability while raising awareness of their strong roots inthe green movement, all while using playful and nostalgic aesthetics to

appeal to a book-loving audience.

rough rebranding Half Price Books, I would like to downplay theiremphasis of affordability while raising awareness of their strong roots in the

green movement, all while using playful and nostalgic aesthetics to appeal toa book-loving audience.

Primary Type Family

Univers LT Std 45 Light

Arno Pro Light Display

Secondary Type Family


And here are the primary and secondary font families. Primarywill be univers, mixing it up with a san serif. Secondary is arnopro again, light display this time.


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The colors. Robin egg blue and a slate gray for primary, andthen bright, warm colors for the secondaries.


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Primary

secondary


The colors. Robin egg blue and a slate gray for primary, andthen bright, warm colors for the secondaries.


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Core graphics would be playfully arranged eggs, and the thinlines.


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As for the photo treatment, I decided to go with a bright, highcontrast feel.


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They have a very bright, updated feel. For cheeps phototreatments, I decided to stay away from the faded bookstorelook.


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My second direction I will call the book direction. The book is aless organic approach than the cheep direction. For this one, Ispent some time trying to making the brandmark both

representative of the company, but also subtly playful with theinitials


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Checking for readability again...


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I can read the ne print!




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EARLY BIRDS


And then on to the signatures. For the logotype, I used a fontcalled Banda. Its all caps, but has a punch of character to it.


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EARLY BIRDS

saving pages


and the tagline is another fun font called dekar, in lower case.Both of these fonts are thin and somewhat angular, so that theycontrast the brandmark in weight, but at the same time also

complement geometric nature of it (without being completelyboxy)


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saving pagesdekar

EARLY BIRDSBANDA REGULAR


again, on their own

P i T F il


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Through rebranding Half Price Books, I would like to downplay their emphasis of

affordability while raising awareness of their strong roots in the green movement, all

while using playful and nostalgic aesthetics to appeal to a book-loving audience.


emphasis of affordability while raising awareness of their strong roots inthe green movement, all while using playful and nostalgic aesthetics toappeal to a book-loving audience.

Primary Type Family

Dekar Regular

Stempel Garamond Roman



for the primary font family stempel garamond works well to addthe nostalgic element to the book direction, being the classicfont that is often printed in older books. And for the secondary

font I continued with the use of the dekar font, which has asurprising similar structure to it as the stempel garamond does.


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primary

secondary


Primary colors are both the bold dark gray and the poppin pink.As for secondary, I am using a green that complements thepink, as well as a faded of-white color.


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Core graphics are pattern-based, deriving from the shapes inthe brandmark. because of all the basic shapes in thebrandmark, the pattern opportunities here are pretty limitless,

and all cohesive through their angular shape.


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The photo treatment for the book direction is bright, somewhatvintage, with the bright primary pink overlaid on them.


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(heres another)


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These photos are bold and attention-grabbing, with a lot ofenergy and fun.


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The third direction, loops, is my last one. This is also the direct Iplan to expand further.


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The playful attribute for this direction comes out in the shapeand weight of the lines in this brandmark. The ornate divider isa more nostalgic element.

Checking for readabily one last time. I really tried to emphasizemaking sure it was still seen at a small size, as well as lookgood large, so that it would function on all applications well.


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Looks like a worm from here!


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early birds


Here is the signature, stacked.


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GENTLY USED BOOKS

early birds


And with the tagline. the ornamental divider line is a flexibleelement in the loop direction, and can be moved and placedwhere it is most suitable.


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early birdscopse regular

GENTLY USED BOOKSostrich sans rounded medium


The logotype is classic-looking font called copse, a font withrounded finials that I feel is a good match with the brandmarkand its ornamental divider. and the tagline is a thin monolinefont. Both work well connected with the brandmark, or on theirown.

C R l

Primary Type Family


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emphasis of affordability while raising awareness of their strong roots inthe green movement, all while using playful and nostalgic aesthetics toappeal to a book-loving audience.

Through rebranding Half Price Books, I would like to downplay theiremphasis of affordability while raising awareness of their strong roots inthe green movement, all while using playful and nostalgic aesthetics toappeal to a book-loving audience.


Copse Regular

Stempel Garamond Roman


Primary type family is copse, as it works well and is readableeven in a dense-set type. As for its secondary companion,stempel garamond is a very similar font, although a bit moretraditional and elegant. A nice complement in my opinion.


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This color palette is a bit more muted than the previous two.The primary colors include a blue-tinted black, and a rustic red.secondary colors are the chartreuse and the dusty white.

primary


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secondary


This color palette is a bit more muted than the previous two.The primary colors include a blue-tinted black, and a rustic red.secondary colors are the chartreuse and the dusty white.


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And the core graphic element for this is the bird tracks, which Istyled to also resemble twigs of a tree.


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The photo rendering style for this direction is a faded one, witha sepia overlay that still lets come of the brighter colorsthrough.


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While in the other directions the photo renderings were morebright and modern, I thought this direction was a goodopportunity to use the more nostalgic feel.


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Amongst its comparable, it does a good job standing out. Itlooks classical while also looking current, and has a lot ofcharacter.


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Amongst its comparable, it does a good job standing out. Itlooks classical while also looking current, and has a lot ofcharacter.


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The application process, I feel, is going to be my bigopportunity to bring the eco-friendly attribute into play full-force. natural materials, recycled materials, these are things Iwill begin considering for all materials.


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Perhaps an app for an iphone?

read while you ride


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y


Environmental graphics, this time using an example of thephotographic style.


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GENTLY USED BOOKS

early birds


And of course a bag to carry your books home in! This timeplaying with the brandmark as pattern!


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early birds


EARLY BIRDS!

Kelsey Anderson Phase 2

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