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!

Aisles and aisles of stuff.

One of the key ideas behind our concept is how Target can manage and house so many different messages, and still maintain a smooth customer experience. There are thousands of objects screaming for attention in the store and Target, just like many other retailers manage to organize them all and still have consumers get what they need with relative ease.

In the airports there are many messages competing for attention, but there never seemed to be one unified method or organization of these messages. This, we believe is why there is so much confusion or lack of understanding in the airports. We believe that the TSA should shift it's role in the airports to being the voice of the airports, when it comes to security and procedures. With one unified body controlling messages there can then be an easier understanding of the message.

Think about things currently. Each airline is already required by the TSA to display information. Each airline does it their own and different way. If the TSA could come in and say this is our message, this is how it's going to look, and incorporate your branding into this template, it may work better. It is just like Target saying ok chip companies, this is the space you're going to be sold in, this is how your prices will be displayed, now fit your product within our model.

We can also look at it in the opposite, if the airport's current methods were applied to Target. With many mixed messages all displayed without a system, as well as no standard for communications. The organized chip aisle at Target would become chaos. Companies would be making the biggest and brightest packages competing in every way. Frito bags would dangle from the ceiling, pringles cans would be enormous, doritos bags would be so bright you couldn't look at them, human sacrifice, dogs and cats living together... mass hysteria!

When it all boils down to it, there needs to be one voice in the airports, and the TSA can be that voice.

Cameras in the sky are watching you!

One of the things that was sort of crazy to wrap my head around was the fact that Target is so open with their security. Before you even get into the store they tell you that you are being watched. When you get into the store, if in fact you do pay attention to the ceiling, you will notice a sea of cameras. I did not count, but I am guessing there were at least 50 to 60 cameras in the ceiling. Just look at all of the pictures on here and notice how many cameras there are. There is almost one in every picture, and shooting security cameras was not the intention. There could have been more that were less conspicuous, but good lord doesn't that seem like overkill and an environment that would make you feel uneasy?

No. It doesn't.

Why? I think one reason is due to Target not portraying themselves as rigid sticklers for security in their branding and identity. Obviously the TSA has different agendas and their sole purpose for being is security, but I think this points out one area the TSA could certainly improve upon. I am not asking for the TSA to become lax or loosen their security practices by any means, I am glad they are there protecting us. Perhaps they can simply change the way they portray themselves on the outside to be a little more customer friendly. The truth may be that Target is one of the most secure stores in the world and that they catch everyone trying to do something remotely sketchy in their stores, but no one is going to think that about Target because they don't tell people about it. What can the TSA do to smooth some of their sharper edges and become a little less intimidating on the outside, while still retaining the high level of security on the inside?

Mixed messages and signs still read as Target

One thing that really drew my attention, was the fact that while Target does have a brand and an identity, it is not rigidly enforced within it's own walls. As can be seen in the signage below, all of these signs are totally different, and yet they all still feel like they belong in Target. I am sure the red has something to do with it, but the visual treatments are certainly all not a part of their core branding.

Obviously this wouldn't work very well outside of Target, for example in a print advertisement or a commercial, but it works incredibly well in their home. If people knew for certain what the TSA looked like before they ever set foot in an airport, then it wouldn't matter as much in the airport. I think the lack of clarity for users as to what the TSA is outside of it's natural environment, is what creates such unease and confusion inside the airport. What color defines the TSA? There are many questions that could be asked, but the point is, if the TSA created a strong presence outside of the airports by stronger identity and branding, it would create a more flexible and easily identifiable environment in the airport.

I think the main reason Target feels so open, warm, and friendly outside of it's own walls is because that is what they portray outside. I don't know much about the TSA outside of the airport, it's similar to America's reaction - "Palin who?"