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Transcript of Brand Identity
Third Element KayakingGraphic Designer: Jennifer ValentineMHCC - Corporate Identity Systems F09
Designing a Brand Identity
Third Element KayakingGraphic Designer: Jennifer ValentineMHCC - Corporate Identity Systems F09
Business Brief
Jennifer ValentineBusiness Statement Brief
Business values and goalsOur goal is to provide professional training and risk managment in the sport of White Water Kayaking. Our staff is rated best in the nation so as to provide you with the highest level of service possible, and comitted to the safety and skill de-velopment of our students. Classes range from two day to two week courses and are catered to help meet your specifi c goals.
Our business/service Is-•Geared toward children and adults in the age range of 8 and older•For those seeking a more extreme kayaking experience•For those with some beginner experience•A coed learning experience •Focused on keeping a small student to guide ratio
Our business/service Isnt-•For children under age 8•For those with zero prior swimming or water experience•Unaffordable•For those looking for a relaxing time•Horseplay tolerant
Target customerMale or female ages 8 and older who are somewhat physically fi t and looking for the wilder side of kayaking
Target customer lifestyleOur Target customer would live simply. He or she would look for adventure at every turn and anticipate a wild time kayaking in the great outdoors.
Business PositionOur Business is rated one of the top schools in the Northwest right next to Wet Planet White water based on our years of experience and education. We are one of Washington and Oregon’s premiere kayak schools.
Products/ Services
Products•Equipment Rentals
Services•Instructional classes in the classroon•Classes in the five levels of white water kayaking in the outdoors
Business nameThird Element kayaking
Third Element KayakingGraphic Designer: Jennifer ValentineMHCC - Corporate Identity Systems F09
Business Name
Third Element Kayaking
White WatersNext Level KayakingOver the Edge Kayaking
Three ElementsThird Element
Final Name:
Previous Name Ideas:
Each of the names that I came up with had to do with either the extreme nature of white water kayaking or the idea that my business trained others in the sport.
For example: Next Level Kayaking stemmed from the five levels of white water kayaking.
I chose Third Element Kayaking because it really emphasized the element of water and how the sport wouldn’t be without it.
Third Element Kayaking Graphic Designer: Jennifer ValentineMHCC - Corporate Identity Systems F09
Mood Board Images
RISK
ADRENALINE
Third Element KayakingGraphic Designer: Jennifer ValentineMHCC - Corporate Identity Systems F09
Key Words
1. Service2. Edge3. Risk4. Risk Management5.Training6.Experience7.Affordable8. Extreme9. Adrenaline10. Safety
Third Element Kayaking Graphic Designer: Jennifer ValentineMHCC - Corporate Identity Systems F09
Signature Process A
third elementkayaking
third elementkayaking
third elementkayaking
third elementkayaking
third element
kayaking
third element
third e lement third e lement third e lementthird element
kayaking
third element
kayaking
third elementkayaking
third elementkayaking
The three intertwining cirlcles evolved as a product of the name “Three Elements.” I began this idea before I finalized the business name as “Third Ele-ment.”
At this time I still hadn’t really decided what the three elements were, which led me to a new idea.
Third Element KayakingGraphic Designer: Jennifer ValentineMHCC - Corporate Identity Systems F09
Signature Process B
third elementkayaking
third elementkayaking
third element
kayaking
third elementkayaking
third element
kayaking
third elementkayaking
My second idea came directly from the first one. I began to play around with the center of the cirles, the place where they overlapped, and came up with what looked a little like three kayaks.
This eventually turned into a kayak, the blue water, and a paddle which tied it all into the name “Three Elements.”
Third Element KayakingGraphic Designer: Jennifer ValentineMHCC - Corporate Identity Systems F09
Signature Process C
TE TE ET
Et et et
Et
EE EEEE
DISTROBAUHAUS 93
te
tE t E
E
E
E
E
E
E
E
E
E
Ethirde lement THIRDELEMENT ThirdElement
THIRD ELEMENT
My third idea was an experiment with lettermarks. I chose two fonts, a bold and light font, and incor-porated the cirlces into it at a much smaller scale.
The lower half is something I tried by creating a clipping mask. It ended up cutting out the “three kayaks” shape out of both the TE and the double E. Even though I loved the turnout, it ended up looking too much like a propeller.
Third Element KayakingGraphic Designer: Jennifer ValentineMHCC - Corporate Identity Systems F09
Signature Process Deee ee e eee ee eee
e eee eeeThis was my fourth and final idea. I really liked experimenting with the letter “e” and decided to just multiply it by three.
When all three were lined up, it created this look that portrayed movement and the idea of water and rapids. I wanted to connect them all somehow so I extended the middle of the e all the way to the left, and turning it into a paddle connected the whole idea of kayaking and water and movement.
I ended up changing my business name to “Third Element” to emphasize just one element which is water.
Third Element KayakingGraphic Designer: Jennifer ValentineMHCC - Corporate Identity Systems F09
Final Signature
Third Element Kayaking
Third Element KayakingGraphic Designer: Jennifer ValentineMHCC - Corporate Identity Systems F09
Color & Typography
Arno Pro Regular
Arno Pro CaptionArno Pro Light Display
Arno Pro Italic CaptionArno Pro SemiboldArno Pro Bold CaptionArno Pro Bold ItalicArno Pro Semibold CaptionArno Pro Semibold Subhead
Futura
Futura Medium Italic
Futura Condensed Medium
Futura Condensed ExtraBold
Jennifer ValentineBusiness Statement Brief
Jennifer ValentineBusiness Statement Brief
Business values and goalsOur goal is to provide professional training and risk managment in the sport of White Water Kayaking. Our staff is rated best in the nation so as to provide you with the highest level of service possible, and comitted to the safety and skill development of our students. Classes range from two day to two week courses and are catered to help meet your specific goals.
Business values and goalsOur goal is to provide professional training and risk managment in the sport of White Water Kayaking. Our staff is rated best in the nation so as to provide you with the highest level of service possible, and comitted to the safety and skill development of our students. Classes range from two day to two week courses and are catered to help meet your specific goals.
Third Element Kayaking
Third Element Kayaking Third Element Kayaking Third Element Kayaking
Third Element Kayaking Third Element Kayaking Third Element Kayaking
Third Element KayakingGraphic Designer: Jennifer ValentineMHCC - Corporate Identity Systems F09
Competitor Analysis
Third Element Kayaking
Third Element KayakingGraphic Designer: Jennifer ValentineMHCC - Corporate Identity Systems F09
Visual Mechanisms
Third Element KayakingGraphic Designer: Jennifer ValentineMHCC - Corporate Identity Systems F09
Business Card
5432 SW White Water Dr.
Jennifer ValentineOwner
Seaside, OR 97753
Phone: 971.598.684
www.TEKwhitewater.com
Third Element Kayaking
Third Element KayakingGraphic Designer: Jennifer ValentineMHCC - Corporate Identity Systems F09
Letterhead
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Kayakers Anonymous7792 SE Woodsmoke CircleSeaside, OR 97753
Third Element Kayaking
Jennifer Valentine5432 SW White Water DriveSeaside, OR 97753
November 11, 2009
Hello Kayakers Anonymous,
We, at �ird Element Kayaking would love to tell you about all our services and expert training and how it can bene�t you as an individual. Here is a brief statement about us:
Business Values and GoalsOur goal is to provide prefessional training and risk management in the in the sport of White Water Kayaking. Our sta� is rated best in the nation based on years of experience and will provide you with the highest level of service possible. We are comi�ed to the safety and skill development of our students.
Services & Courses-Rental equipment for use in our classes-Courses in the �ve levels of White Water Kayaking
We hope you love what you have heard so far and decide to join our current students here at �ird Element Kayaking. Feel free to contact me with any further questions at my listed email address or phone.
Best Regards,Jennifer V alentineOwner �ird Element Kayaking
Third Element KayakingGraphic Designer: Jennifer ValentineMHCC - Corporate Identity Systems F09
Envelope
Kayakers Anonymous
Third Element Kayaking5432 SW White Water Drive
Seaside, OR 97753
Kayakers Anonymous7792 SE Woodsmoke Circle
Seaside, OR 97753
Third Element KayakingGraphic Designer: Jennifer ValentineMHCC - Corporate Identity Systems F09
2.75” x 8” AdvertisementsThird Element Kayaking
THIS COULD BE YOU!
Oregon & Washington’s Kayaking School
5432 SW White Water DriveSeaside, OR 97753
971.598.684
Jennifer Valentine
In just a matter of anywhere from two days to two weeks you can learn to white water kayak!
Contact us now to get more info!
Third Element Kayaking
THIS COULD BE YOU!
Oregon & Washington’s Kayaking School
5432 SW White Water DriveSeaside, OR 97753
971.598.684Jennifer Valentine
In just a matter of anywhere from two days to two weeks you can learn to white water kayak!
Contact us now to get more info!
Third Element KayakingGraphic Designer: Jennifer ValentineMHCC - Corporate Identity Systems F09
Full Advertisement
Third Element Kayaking
Oregon & Washington’s Premier Kayaking School
Address: 5432 SW White Water DriveSeaside, OR 97753
Phone: 971.598.684
Jennifer Valentine
Email: [email protected]
Website: www.TEKwhitewater.com
In just a matter of anywhere from two days to two weeks you can learn to white water kayak!
Third Element Kayaking will provide you with a�ordable, professional, training and risk management in the sport of White Water Kayaking! Contact us now to get more info!
Two week 3rd level course at the Deschutes River
Weekend 1st level course in indoor pool
Third Element KayakingGraphic Designer: Jennifer ValentineMHCC - Corporate Identity Systems F09
Web Page
Third Element KayakingGraphic Designer: Jennifer ValentineMHCC - Corporate Identity Systems F09
Gift CardThird Element Kayaking
$50
TO: FROM:
Third Element KayakingGraphic Designer: Jennifer ValentineMHCC - Corporate Identity Systems F09
Trainer/Instructor Uniform