Thesis

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!