brand study

After each one of us decided on a direction to take our mark, we decided to apply the mark to the existing TSA brand. Using four images that span across the current brand, we took our marks and applied them to see if they would fit into the current system and see if they felt appropriate or out of place. This also allows us to see how legible these marks are in certain situations and we can ask ourselves questions: Are they legible? Do the colors fit? How does this look in context?

Now that we have seen these marks in a pseudo-realistic environment we can make appropriate changes, and move on to the next step: extending the brand beyond the mark. We will start to define the brand by setting up style guidelines and creating rules that the branding should follow, we will also continue to explore how this brand interacts with other brands.

Below are the original images, followed by their edited counterparts with the rebranding.

mark 2 tests

mark 1 tests

Exploration of one of the marks. I am personally leaning towards the first one, but the second one also has some appeal due to it's asymmetry, abstract arrow quality, and more literal tail representation. For now I am going to go ahead and test signage and colors using the first mark.

Some more mark studies.

Initial mark studies

After visiting the two Target stores and getting a good idea of what Target is visually, we began working on mark studies. This is the first round of marks that we have come up with. We are looking to create something modern, and at the same time open and friendly. We are tentatively thinking of a blue/cyan color for our identity. We feel that a cool color will make it more approachable and steer away from the security colors of the threat level chart. Moving forward we want to take what Target has done with it's mark, and then create a style guide. More things to come.

Visit 2: not so much great success.

Stef and I went to visit a newer Target in the area to see if there were any changes compared to an older store. We arrived at the newer store and proceeded to the customer service area like we had at the previous store, to ask about pictures. Thinking it wouldn't be a problem since we were allowed to last time, we weren't expecting to be told no. But we were.

Apparently it is against corporate policy to have anyone, even students, take pictures within a Target store. I am a little hesitant to believe this, since we didn't encounter any problems at the other store, but if it is true, why couldn't we take pictures? It didn't really make sense to either of us as to why we wouldn't be able to, but I guess there is some top secret stuff hiding in the public shopping store. In one respect this is very much like the TSA behavior, and maybe they are taking steps to be more secure. There was even a uniformed security guard walking around the store, I suspect he was making sure we didn't snap any quick pictures.

As far as what we observed in our visit, we noticed a few changes. Color coding of store departments was no longer in use. Everything was red on the map, and all the signage. There was more consistency in signage, as far as styles were concerned. The front of the store and the carts were different as well. It may have just been me, but the store seemed a little more open, and better organized. The layout was different as well from what I recall, as far as where the different items are located. Overall it still felt like Target, but a little nicer, if that is the right word.

At least there was a Starbucks inside so we could drown our disappointment in some iced coffee. :D

Target visit one: Great success!

Our visit to the Target on Ridge Ave. was a learning experience. From it we took away many ideas and validated some of our original ideas about this project. We are going to be visiting a newer remodeled version of the Target experience this weekend to compare the two models. How has Target learned and applied what they found to the newer experience. It should be fun and interesting, especially since we have the local support of one of the managers and his connections with the company. More to come!