Jazzberry's corporate identity

Rochester Institute of Technology

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Theses

Thesis/Dissertation Collections

5-23-1992

Jazzberry's corporate identity

Hyekyung Yoon

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Recommended Citation

Rochester

Institute

of

Technology

A Thesis Submittedto the

Faculty

of

The Collegeof FineandApplied Arts

in

Candidacy

for the Degreeof

Masterof Fine Arts

Jazzberry'sCorporate

Identity

By Hyekyung

Yoon

Approvals

Advisor: Prof. R. Roger Remington

Date:

~!~

/112-.

Associate Advisor: Dr. Richard Zakia

Date:

6/;;-Ojq

2-Associate Advisor: Asst. Prof. Nancy A. Ciolek

Date:

Special Asst. to the Dean for Graduate Affairs: Prof.Philip Bornarth

Date:

5/~~

lIZ

Acting Dean, College of Fine and Applied Arts: Dr.Peter Giopulos

Date:

I,

Hyekyung Yoon

hereby grant

permission to the Wallace Memorial Library of RIT,

to reproduce my thesis in whole or in part.

Any reproduction will not be for commercial use or profit.

Date:

Acknowledgements

I would like tothankProf. R. Roger

Remington,

Dr. Richard

Zakia,

and Asst.Prof.

Nancy

A. Ciolek fortheirtime,

expertise, and encouragementthroughout my thesis experience. I also thank_myfather for his loveandsupportwhich

Contents

Introduction 1

ProjectDevelopment

Proposal 2

Time Line 4

Marketing

/ Communications Analysis 5

Visual Rhetoric 6

Rhetorical Operations / Tests 7

Jazzberry'sApplication Design Process 9

Identity

Design 10

Jazzberry's Graphic Structures 12

Application Design 13

Production 16

Conclusion 17

Endnotes 18

Bibliography

19

Appendices 20

A: Current Jazzberry's

Identity

& Ad. B:

Marketing

/Communication Analysis C: Representational Matrix

D:Jazzberry's Application Designprocess

E: The Six Types of Identification Marks

F: Selected Six Types of Identification Marks

G: Sketchesof Rhetorical Operations

H: Final

Identity

I :Jazzberry's Graphic Structures

Introduction

Thepurposeof _mythesisisto

develop

andvisualize

graphicdesign through corporate identity.

I chosecorporate

identity

as_{my thesis topic because}

of_mypersonal interest in thisareaofgraphicdesign. I alsowanted toworkon an _{existing organization,} which would allowme toadopttheirhistorical and environmentalbackgrounds tocreate asuitable

identity

forthem.

I believecorporate

identity

fufillsa much greaterneed than thatof_givingcompanies newer, moredistinctive images. Corporate

Identity deeply

influences in the spirit ofthisage. The need forcorporate

identity

is not

onlyshaped

by

factors_arising within companies becauseoftheirsize and growth, butalsofrom the taskof _{responding externally}tosociety.

After I discussed my thesistopicwith Prof. R. Roger

Remington,

hesuggested two theories thatI could

applyto _myproject.

They

were Semiotics (Sign

theory)

andVisual Rhetoric.

I intended tocreate an

identity

systembased onthese theories. Jazzberry'swasthe organization which I

chose tobethe clientfor my thesisproject. In

September,

I visitedJazzberry'sandinterviewed the

owner, Ms. Susan Plunkett. She explainedto me

about _{her philosophy}of life and her business

strategies, goals, and responsibilities. These helped

meto understandmore aboutJazzberry's.

Listening

tojazz musicat homemotivated metowork even

Project Development

Proposal

Setting

Jazzberry's,

Rochester's favorite eateryand

nightclub, is located downtown at50 East Ave.

Theclubserves a_varietyof music

including

the

liveconcertsto all age groups.

Documentation ofNeed /

Situation Analysis

Understand the client's situationand

develop

its image.

Howthe

identity

system couldinfluencethe

client and society.

Organize all concepts and_applyto the

project.

The

identity

system has to _{be very}unique,

original, andsuitJazzberry's image.

HowJazzberry's will respondto thechanges

that are_{occuring in} society.

To establish a more positiveJazzberry's

identity

and_personality as a consistent

corporatestructure.

To provide visualevidence foremployeesthat

Jazzberry'sis both "here to stay"

andalso

progressive.

To promoteJazzberry's image for the

developmentofpublic relations andthe

projection ofits aims.

The basic over-riding reason for thecorporate

identity

program is toacquire through basic individualisticcharacteristics, a_strong

Project Development

Proposal

(cont.)

Goals - Be_applicableto Jazzberry's.

- Be designed in _a

visually exciting and

interesting

manner.

- Be

clear, simple, andfunctional.

Processesand

Strategies

- Gather

all information aboutJazzberry'sand

interpret from graphicdesigner'spoint of view.

- Observethe_{value of}Jazzberry's.

(thecontext of_{its environment)}

Research jazzand related subject matters.

Define Jazzberry'scharacter.

A review of _everyaspect ofthecompany's

graphics will reveal_any inconsistenciesand uncoverthevisual style _{already in} use

by

the

companyas a whole.

- One

by

one, all publicationsshouldbe

redesignedto present a_strong andconsistent

look.

During

the design process, consideration

should be given to the audiences

(customers,

employees, localpublic, suppliers, possible

Project Development

Time Line

September

October November December

January

February

March April

May

22 26 30 10 21 15 24 26 10 13 23 28 19 23

goaldueto Prof. Bornarth begins

.VisitJazzberry's

draft dueto Prof. R. Remington

proposaldueto Prof. R. Remington documents & researchmaterials

begins Winter Break

Representational Matrix

First Thesis Committee

Meeting

Spring

Break

SecondThesis Committee

Meeting

Final

identity

selection

Meeting

with Prof. Remington & Dr.Zakia

Meeting

with Prof. Ciolek

ThesisCommittee

Meeting

Applicationapproved

Writtenthesisdraft dueto Prof. Remington

FourthThesis Committee

Meeting

Project Development

Marketing

/ Communications Analysis

Thisis based onthe interviewwithJazzberry's owner,

Ms. Susan Plunkettandthosewho have experienced

Jazzberry's. The

Marketing

/ Communications

Analysis becamea_very usefulsourceforthe

Representational Matrixand alsoforthedesign

Project Development

Visual Rhetoric

Visual Rhetoric describes the effective, persuasive

use of speech. It isalanguagestructure which is

concernedwith the functional organization ofverbal

discourse and/or message. Rhetoric_{is generally}

defined astheart of persuasion, orthe_study ofthe

means of persuasion.

According

to

Aristotle,"discovering

allthe available

means of persuasionin any given_situation", and he

also addedthatall people havea share in rhetoric

because

they

all attempttopersuade one anotherin

various ideasand beliefs.

As IstudiedVisual

Rhetoric,

I realizedthatthere are

twobasic typesof rhetorical figures.

According

to _my

research, afigure can operatethroughthe shape of

the sign orthrough its meaning. Theshape

represents its Syntax andthe _meaning representsits

Semantics.

Theaim of rhetoric is todeterminethe attitude of other

Project Development

Rhetorical Operations

Theseare a setofprocedures fromthe "Rhetorical

Handbook1"

thatcanbe performed on _anygiven

structureand exploration toolsthatcan assist

designers in thecreative process.

Standard XYZ

Adiecto

(Addition)

XYZ(+K)

Detractio

(Subtraction)

XY(-Z)

Transmutio

(Inversion)

XZY

Immutatio

(Substitution)

XYZ

Synechdoche : usesa part of an objectto

representthewhole, as in outline

characters,which look like "empty" letters.

Metonymy:represents oneterm with another which

isclose to it in time, space, or

causation.

Antithesis: contraststwo _opposingobjectsorideas.

Ellipses:

deliberately

omits elementsfrom a

statement.

Alliteration: repeatsthe initial parts ofelementsin a

sequence.

Polyptoton: involves therepetition of elements from

the same root.

Parallelism: involves a_similarity ofstructure in a

Project Development

Rhetorical Operations

(cont.)

Apposition: a_qualifyingterm inserted into alarger statement.

Parenthesis: insertsan elementwhich is

independentofthe grammar ofthe

whole statement.

Project Development

Jazzberry's Application Design Process

After I researched and studied Visual

Rhetoric,

Prof.

R. Remingtonsuggested a parameterforthe

identity

and application ofthevisual designprocess.

I gathered all the research materials, then organized

andcategorized them into achartformfor Jazzberry's

Application Design Process, (see Appendix

D)

Project Development

Identity

Design

The currentJazzberry's

identity

element,as shown

(Appendix

A),

needed visual _{excitement, vitality,} and a

more _contemporaryimage. Jazzberry'sneeded a

moreprofessional and_visuallyappropriate

look,

which

would enhancetheirprofessional image.

During

the

identity

design process, I keptthe

key

words

(music,

_{experience, emotion,} peopletaken from

the Marketing/Communication

Analysis)

in mind.

Those

key

words helped todefinethe

ideas,

and the

imagesthat neededtobeprojected.

The first stepwas

developing

the identification marks

basedon 'The SixTypes of Identification

Marks',

which

was given

by

Prof. R. Remington (see Appendix E).

Afterweeks ofideation and sketching, Prof. R.

Remington selectedthesix identification marks. And

later

they

wereapplied to the Rhetorical operations.

These six identification marks, (seeAppendix

F),

presentthe possibilities in the

designing

process.

I chose AvantGarde forthe typeface because it

represents thecharacteristcsthat relatetoJazzberry's

image. The Avant Garde type provides clean, simple,

smooth,timeless, and

friendly

images.

Thesecond_stepwas_applying the Rhetorical

operationsto the six identification marks.

(see Appendix

G)

Project Development

Identity

Design

(cont.)

I startedto _applyoneoperationforeach

identity

and

later,

I experimented

by

_combining twoor more

operationsto makethem more _excitingand interesting.

During

this process, I became very fascinated

by

the

Rhetoricaloperations, and overwhelmed

by

the

possibilities itpromoted. Atone_point, I thought I could

do thisforever. When I thought I haddone enough

sketches, I asked _mythesis committee membersto

evaluate the

identity

sketches.

They

selectedtwo

identificationmarks. For thenexttwoweeks, I tested

which

identity

wouldbe more appropriatefor

Jazzberry's. When I considered which one had

stronger pragmaticpoints, I selectedone,as shown

(Appendix

H)

because itcontained moresimplicity,

timelessness,

legibility,

and adaptability.

Project Development

Jazzberry's Graphic Structures

This defines the position of

logo,

_text, andthe basic

colorsfor Jazzberry's.

Every

application shouldbe

produced _{according to this}structure. Therefore, all

applications can _carry out similarimagesto represent

Project

Development

ApplicationDesign

Letterhead Set

Having

completed the identification markI scanned

the image into the computer. I worked on aApple

Macintosh llfxand usedthe programAldus Freehand

Version 2.02. I took the typeface and colors from the

Jazzberry's Graphic Structuresand appliedthemto

the design process. I decidedto use a standard size

fortheletterheadsetdueto financial and production

reasons. Sincethe

identity

was

long,

itwasplaced on

the lower right side ofthepage. Forthe _necessary

information

(address,

_{telephone number,}and _name)

part, I expermentedwith differentsizes, weights, and

positions oftype. Afterthesize and weight oftext

were _solved, I decided torepeatthe shape ofthe

identity. The

identity

formeda rectangular shape

thereby

allowing informationto beplaced with in that

area.

By

_anglingthe informationbox and _{placing it}

right above the

identity,

itcreated a great accentto the

entire page. The envelope andbusiness card were

designed based on the letterhead format. The best

solution fortheenvelope and businesscard seemed

to reside in _reducing thesize ofthe logoand

information until

they

lookedappropriatefor the

physical format. The finalsketch for the letterheadset

representedthe imagewhich I aimedtowards for

Project Development

Application Design

Poster _Theposterwasto promotethe

Spring

JazzConcert.

FirstIgathered information abouttheconcertand

typsetit intothecomputer. Then I utilizedthe

proportional andconstructional gridsto create a

foundationgrid systemforthe poster's layout. The

size oftheposter was nineteen

by twenty

inches. I

preferedto use_{this size,} soJazzberry's could

reproducethis posterintoatwo page magazine

spread.

The second_stepwastodetermine the order of

information. Since itwasa concertpromotion, I

thoughtthe portraitsofthe perfomers wouldattractthe

audience more than thecopro.

By

_{using theclose-up}

pictures offamousperformers in high contrastblack

and white photostat, theportraitswere projected as I

wantedthem to be. And the _{copy information}was

designed inorder of its importance.

Thethird_stepwas _applyingcolors. Thecolorscheme

caused me a greatdeal offrustration. I needed colors

to representthe

Spring

Jazz. I was_aimingforcolors

thatwere playful,

bright,

unique, andjazzy. After

doing

many marker_renderings, I selectedthe rightcolors,

Project Development

Application Design

Order Form After the letterheadset andposterdesign were

approved

by

thethesis committee members, I thought

itwouldbeagood idea to includesome graphic

elements intothe orderform. Theperformers'

portraits, graphic elementsfrom the poster, andthe

letterheadset wereechoed inthe orderform. Iwanted

to_carrya similarimage throughouteach_application,

butwith differentmoods within them. Because ofthe

amount of mail received in mail

boxes,

Iwanted this

orderformto appear uniquefrom other clubs. I

selectedto usethe_contrasting colors on a premium

white texturedstock. I preferred a_verysimpleformat

Project Development

Production

Theproduction stage provided mefurther

opportunities forrefinements. I enlarged mostimages

andtext foreasier refinement. Then I reproducedthe

images

by

_using a photostat machine forthefinal

presentation. Theposter was the most_challenging

among the applications. One of_mymostimportant

concernswasthe reproduction _qualityofthe

photographs. I testeddifferent time exposures toget

just therightquality. Then I retouchedthem with a

technical pen andknocked outthe backgrounds. For

the colored text, I decidedto useChromatec. I figured

the Chromatecmaterial hasacleaner and more

finished lookcompared toan INT. Forthe large blocks

of _colors, I chose to use Pantone

film,

which was

compatible to_my original color scheme. After I

produced_{everything forthe thesis exhibition,} I

purchased mattboards toframe them. Iselected a

cold _graycolorformatting, soitwouldnot compete

Conclusion

My

objectiveforthis thesiswasto create an

identity

thatwasboth appropriate and effective forthe image

of Jazzberry's.

Every

stageofthe process was

extremely importantand_{enlightening to}me. The most

significant process was_applying the

theory

of visual

rhetoricas atool throughout theidentity's

development.

It is my

feeling

that the

identity

and applications

representJazzberry'sappropriately. When I viewed

the entirethesis project, Ifeltatrue sense of

accomplishment.

This thesis experience provided mewith an

opportunityto utilize allthe knowledgeand skill I

Endnotes

1 Hanno

Ehses,

"InnovativeTeaching/Experimental

Bibliography

Advertising

asCommunication

Gillian

Dyer, Routledge,

New

York,

NY 1988.

The Bookof Music

Gill

Rowley,

Macdonald Educational

Ltd.,

London,

England 1977.

Decoding

Advertisements

Judith

Williamson,

Marion Boyars Publisher

Inc.,

New

York,

NY 1 978.

Jazz Giants

K.

Abe,

Shinko Music

Publishing

Co.

Ltd.,

Japan 1988.

Semiotica

Thomas A.

Sebeok,

Mouton

Publishers,

New

York,

NY 1984.

Trademarks &Symbols oftheWorld

Yasaburo Kuwayama, Rockport

Publishers,

Japan 1989.

Visual Aducation

Mihai Nadinand Richard D.

Zakia,

The Zimzum

Appendices

A:Current Jazzberry's

Identity

& Ad.

B:

Marketing

/ Communication Analysis

C: Representational Matrix

D:Jazzberry'sApplication Design Process

E: The Six TypesofIdentification Marks

F: SelectedSix Types of Identification Marks

G:Sketchesof Rhetorical Operations

H: Final

Identity

I :Jazzberry's GraphicStructures

J: Initial Sketches

K: Slides

Appendix:

A

Appendix:

B

Marketing

/

Communications

Analysis

1. List thewordsthatdescribe the nature orfunction of

theorganization. Music Food -People - Emotion

Experience,

-Toserve Togather -To feel To dance To relax

2. Fromthewords listed above, extractthe most

importanttermsand placethem below in priority.

Music

Experience

Emotion

People

3. What difference does itmakethatyourorganization

exists?

- Gather_{people and} letthem

enjoytheirfavorite

music orexperience new kinds ofmusic.

4.What is themission of your organization?

Bring

people in to makebusinessandto

try

differentways of_pleasingthe audience

5. Listthe wordsthatmightcharacterizethe personality of your organization in 10years.

- High

Marketing

/

Communications

Analysis

(cont.)

6. Listthe

key

audiences

College students

- Jazz lovers

Businesspeople

7. In terms of your personal pointof_view, how doyou

feel thatyour audience should perceiveyour

organization?

Relax and_{enjoy themselves}

-Meetpeople

Listento music

Appendix: C

Representational Matrix

R

A

A

Music Emotion People

0/

'

\.

Signified

Iconic Piano Laugh Man / Woman

(Looks

Like)

Trumpet

Saxophone

Smile

Shout

Boy

/ Girl

Baby

Guitar Fear White / Black

Singer

2

Indexic Conductor Smile

Crying

sound

c o>

CO

(Points

To)

Soundofsong

Audio memory Tears Open pupils Laughter

Talking

Footprints

Empty

chair Halfburned candle

Symbolic Musical notes Symbolsof _Symbolsof

(Convention)

Lyric smiling, sad

faces

people

e.g. sign of

restroom

Short/ Tall

Fat / Slim

Appendix:

D

Jazzberry's

Application

Design Process

Identity

Element

i _step 1: Logotype-Typographical

Product/ Service

Allegorical

Literal Illustrative Abstract

Initial

step2: Rhetorical Operations / Tests

Standard Addition Subtraction Inversion Substitution Synechdoche

Metonymy

Ellipses Alliteration Polyptoton Parallelism Anaphora

step 3: Evaluation

step4: Final

Identity

Selection

Application

Appendix:

E

The

Six Types

of

Identification Marks

Symbols/ Logos

Identification marks

(Symbols,

Logos)

aredesign

devicesthatshould

ideally

be developedrelativeto a

number ofcriteriawhich can be listed asfollows:

-Legibility -Impact -Appropriateness -Adaptability -Simplicity -Distinction -Timelessness

Themain function of aSymbolorLogo is identification. It mustcommunicate. Itmustbe

distinct,

andfunctional at sizesthat might range from 1/4 in. to large enough to coverthe area oftheside of atruckorbuilding.

Identification marks _{may be divided into} as _manyas sixtypes. Eachtype is importantto consider when

beginning

todesign a mark so asto betterunderstand thedesign process and posibilities available.

Thesix typesofidentification marks are:

1. Logotype -Atypographical symbol; the nameof

the _{company is} used asthe symbol.

Example,

Coca

Cola, Pirelli, Eaton,

Xerox,

etc.

2. Product -Asymbol based

literally

onthe product orService or service produced.

Example,

light

The Six

Types

of

Identification

Marks

Symbols/ Logos

(cont.)

3. Allegorical

4. Literal Illustrative

5.Abstract

-Asymbol based on animagethat

may be

indirectly

relatedtothe

company.

Example,

"The Rockof

Gibraltar"

for Prudential Insurance. A bird image foran airline _companyor a

butterfly

image fora

boutique,

ora

griffin fora

bank,

etc.

-Asymbolderived from the nameof

the company.

Example,

Shell

Oil-ashell;Greyhound Bus

Lines-a greyhound

dog,

etc.

-Asymbol inwhich an abstractdesign

isused,whichthrough useand

exposure will

identify

the company.

Example,

Chase Manhattan Bank.

6. Initial -Atypographicsymbolderivedfrom

the

initial,

orinitialsofthe _company

name.

Example, IBM,

for

Appendix:

F

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Appendix:

H

Appendix:

I

Jazzberry's Graphic Structures

Identity

1. Black & White 2. Color

Jp/jto

Type

'

Font:Avant Garde

Alingnment: Left

e.g. 50 EastAve.

Rochester, NY

Tel. 262. 3660

Format

'

Utilize Proportional/ConstructionalGrid

Color PMS124

PMS144

PMS 157

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