The image factory genesis brand development

GENESIS / BRAND DEVELOPMENT

I have 5 taglines and 6 logos to share. I feel they all

represent viable, successful options. I am presenting

each logo in a mock-up context as well purely for

presentation purposes.

I’ve really tried to push towards a solution that is simple

but also sophisticated, with a real “next-generation” feel

that looks beyond current trends or expected solutions.

I wanted a brand that challenged and provoked, but

was still immediately accessible.

I may use some di�erent naming conventions, as we

discussed, but that is not relevant at this stage. I also

did very little sub-branding exploration because, again,

the focus now is one the umbrella brand.

When we do begin development for Stress Works,

Zone Control, and so forth, my preference is going to

be using elements like type and color, and not di�erent

icons. This is because the Genesis complete package

solution must be the hero, and we also must

emphasize cohesize integration, rather than fractured,

disparate functionality.

begin with endless potential

begin with endless possibility

begin with us

this is where growth begins

it all starts here

The name “Genesis” is so specific and conspicuous that

I really feel we need to o�er justification and meaning

for it, and integrate it into the brand. Otherwise, it is a

complete non sequitur, and becomes a road bump that

diminishes brand integrity.

The tagline is a crucial element to begin this

integration. “Genesis” means beginning.

Drilling is speculative in nature. A site has “potential” or

“possibility”, not a gaurantee. Similarly, our software

solutions, which you can grow with and expand upon,

contain potential and possibility.

“Begin with us” is a simple invitation to be a partner

with Genesis. It’s also a reference to the idea of making

a critical choice of what software to use when you

begin drilling.

J1

The square gives this stability and strength. The

silhouette of the stylized drill delivers purpose, and its

assyemetrical positioning and bleed o� 3 sides gives

tension and tautness.

This mark is meant to function well when applied as a

super-graphic, where it’s negative space and bold,

simple diagonals create compositional interest.

The typography is simple, contemporary all-caps,

meant to complement but not distract from the mark.

123 Corporate StreetBig City NY 12345

John Smith, [email protected]

J2

Genesis

GenesisRTS

REAL-TIME SOLUTIONS

K1

This logo is a further abstraction of the spiral motion of

drilling. Careful attention has been paid to proportion,

cropping, and negative space. It’s a bold, dynamic mark

that is very conceptual and forward-thinking.

This mark is also meant to function well when applied

as a super-graphic. It’s a prime example of graphically

integrated branding, rather than just having any sort of

layout or composition as long as the logo is slapped on

it somewhere.

GenesisRTS

BEGIN WITH US.

FIND OUT HOWOUR SOLUTIONSCAN HELP YOU.

HOME ABOUT US PRODUCTS SUPPORT

GenesisRTS is a foundationyou can build your success on.

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K2

L1

There is no icon to this solution - it’s purely custom

typography, very simple in its geometry, but extreme in

it’s interpretation of letterforms. It communicates

strength, science, and innovation.

I explored 3 di�erent solutions to the “N”, and the

middle is my favorite. It again employs a simple

diagonal, which creates interest and tension in this

execution by contrasting with all the horizontals and

verticals, and as in all explorations, serves as a

metaphor for drilling and action and progress.

BEGIN WITH US.Genesis is a foundationyou can build your success on.

L2

GenesisCORE

StressWorksGenesisCORE

ZoneControlGenesisCORE

M1

A bold, angular “G” morphs into a spiral of activity, with

the bolt-like shape of a hexagon. The icon delivers a

message of functionality and stability, with an inner

swirl of movement.

The “G” resolves itself in the center, or “core” of the

spiral, hence its link with this version of their name.

GenesisCORE

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M2

GENESISbegin with endless potential

P1

“Genesis” means beginning. The world was unformed.

Like a schematic drawing, or a diagram of new

molecules, it held nothing but potential.

This logo is loaded with sub-context and meaning. It

implies science, engineering, planning. It is stark and

simple, until you “zoom in”, when it reveals it’s

complexity. This is my personal and professional

favorite, and one of my best-ever logos.

GENESIS

Begin with endless potential.

P2



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P3

A droplet (of oil, of course) also contains a capital “G”.

Simple, telegraphic and own-able.

The typography is light and open, to balance the

weight and solidity of the icon.

The shadow is my one concession to popular web 2.0

motifs, but in this instance it really serves to enhance

the sense that the droplet is suspended above a

surface, and may splash down any second.

R1

Software Manual v3.2123 Corporate StreetBig City NY 12345

John Smith, [email protected]

R2


begin with endless possibility

begin with us

this is where growth begins

it all starts here

engineered with endless potential

created for endless potential

endless potential begins with us

the promise of a new dawn

a new era of possibility

visionaryGenesis shares their partners’ spirit of bold exploration.

innovativeGenesis continually seeks new and better solutions.

dependableGenesis is committed to the success of their partners.

capableGenesis has the experience and skills their partners value.

ZONECONTROLGENESISCORE


GENESISONEbegin with endless potential

RIGTIMEGENESISCORE

GENESISCOREbegin with endless potential

DRILLFASTGENESISCORE

STRESSWORKSGENESISCORE

Simply creating attractive designs is inadequate, and really a subset of our greater problem – creating a BRANDING SYSTEM that communicates hierarchy and consistent messaging.

Our hierarchy begins with the Genesis corporate brand firmly enthroned at the top. StressWorks, DrillFast, Rigtime and ZoneControl are PRODUCTS, not brands. GenesisCore is the name used to refer to them collectively. GenesisOne is a SERVICE, not a brand. They will all be “branded” only in as much as they are part of Genesis; all our messaging, positioning, and brand character will be built around and refer to Genesis.

I’m a huge fan of simple solutions. Not thoughtless or easy solutions, but carefully planned and executed simplicity. It enables a system to be readily extensible, and encourages comprehension. And when a brand identity has to be executed in many mediums and scenarios, simplicity preserves brand integrity.

This is why I have chosen not to develop individual logos or icons for each piece of software. It begins elevating them to brands, devaluing Genesis and adding complexity to our system.

Instead we will use color to di�erentitate the o�erings.



GENESISONEbegin with endless potential

RIGTIMEGENESISCORE




If full-color photography is not part of our graphic vocabulary, we are not required to use four-color process CMYK printing. I recommend Pantone colors, which have a much more extensive color gamut, and will allow us to achieve hues and saturation impossible with process color.

There are endless possibilities for color schemes, below are a few.

Genesis GenesisOne GenesisCore StressWorks DrillFast ZoneControl RigTime



The logo and typography themselves do not ocuppy much space. By creating a simple rectangle for them to live in, and filling IT with color while reversing the logo and typography out in white, color becomes a much more pronounced element of our brand. The rectangle is also easy to fit into any composition.

“Monogrammed” versions of the logos are also an option.

GCGENESISCORE

SWGENESISCORE

DFGENESISCORE

ZCGENESISCORE

RTGENESISCORE

GENESIS

GENESISCORE

STRESSWORKS

RIGTIMEGENESISCORE

DRILLFAST

ZONECONTROL

GENESISONEGCGENESISCORE

GCGENESISCORE

G1GENESIS

SWGENESISCORE

DFGENESISCORE

ZCGENESISCORE

RTGENESISCORE

GENESIS

GENESISCORE

STRESSWORKS

RIGTIMEGENESISCORE

DRILLFAST

ZONECONTROL

GENESISONE

These bars of Genesis dark orange confirm they are part of theGenesis corporate brand.

These bars of GenesisCore grey identify them as part ofthe GenesisCore suite.

What’s with the cheesy sunset?Boring, and yet frightening.Impersonal and ugly.

Dirty and bleak. Logos on helmets and uniforms.

The problem with using photography for this category is that the majority of photos are ugly as hell, even when professionally taken. Often full of muddy, ugly colors, or harsh, glaring colors, and threatening, sinsister-looking machinery, they are completely unsuitable for our purposes. We do not need photos as documentary tools, to explain what Genesis does. If we use photos, they need to be branding tools. They need to be awesome and impactful and add value.

Our vision and brand character should not be limited; nor should our photography. Any images focusing on the oil or natural gas industry as a whole are relevant. Genesis has the potential to a�ect the entire industry., and we should eagerly communicate this.

GENESISCORE

ZONECONTROL

user manualVERSION 2.2


GENESISCORE

STRESSWORKS


GENESISCORE

DRILLFAST

begin withendlesspotential

Converting photos to black and white eliminates the issues of garish, distracting colors. The photos become more dramatic and narrative. They can be overlayed with brand colors. A bold, white rectangle creates a dedicated area for the logo to live in, and although each cover has a di�erent photo and color, the brand continuity is unmistakable.

In several instances, I am specifying metallic inks, not just silver, but metallic inks in all colors - blue, green, orange, etc.

ZCGENESISCOREZONECONTROL v2.2

User Manual DFGENESISCOREDRILLFAST v2.2

User Manual

GENESISCORE

Introduction GCGENESISCORE

RIGTIME v2.2

User Manual RTGENESISCORE

This solution foregoes photos in favor of bold, flat color and dynamic composition. The logo becomes a supergraphic, uniquely enlarged and cropped in the background for each version. Select “facets” have been filled with the GenesisCore grey to unify them as part of the collective suite. The logo supergraphic in the background would be printed in a gloss varnish, adding a layer of texture and sophistication to bold simplicity.

GCDFUSER MANUAL DRILLFAST

GENESISCORE

GCSWUSER MANUAL DRILLFAST

GENESISCORE

GCZCUSER MANUAL DRILLFAST

GENESISCORE

GCRTUSER MANUAL DRILLFAST

GENESISCORE

Here the color scheme has been restricted to the blue/green spectrum. The “monograms” are utilized for telegraphic communication. The logo supergraphic in the background would be printed in a gloss varnish, adding a layer of texture and sophistication to bold simplicity.


DFDFDRILLFAST

GENESISCORE

RTRTRIGTIME

GENESISCORE

SWSWSTRESSWORKS

GENESISCORE

USER MANUAL

Here the color scheme has also been restricted to the blue/green spectrum, with the addition of the GenesisCore grey. The “monograms” are again utilized for telegraphic communication, and cropped for dramatic tension.

I am specifying metallic colored inks for this, for a truly remarkable finish.


Instruction Manual for

DRILLFASTRIGTIMEZONECONTROLSTRESSWORKS

Silver metallic ink with full-color photography.

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HOME GENESISCORE GENESISONE ABOUT US SUPPORT



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ZC

DF

RT

SW

GCGENESISCORE


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ZC DFRT SW

Software SuiteInstallation DVD for

DRILLFAST

RIGTIME

ZONECONTROL

STRESSWORKS


GENESISCORE

The background logo would be a gloss varnish.




The diagonal bars deliver the blue/green spectrum, while Genesis orange and GenesisCore grey are dominant here.

I am again specifying metallic colored inks for this.


GENESISCORE




GENESISCORE

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GENESISCORE

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Every journey begins with a single step.At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum deleniti.

GENESISCORE

The image factory genesis brand development

Engineering

Transcript of The image factory genesis brand development