Tech-Tree Branding Book - Duncan Rabone – Snacuum Design

Tech-Tree
Branding and Identity
Duncan Rabone
Branding Book
Table of Contents
contents
1 - introduction
3 - client group
5 - the language of type
7 - mission statement
8 - the 8 words
9 - mood board
11 - potential typefaces
12 - the logotype
13 - corporate identity
15 - the mark
17 - the brand
18 - corporate alphabet
19 - corporate colours
20 - integrity
21 - the toolbox
22
23
24
25
26
-
stationery
stationery
stationery
stationery
stationery
|
|
|
|
|
card
letter
letterhead
invoice
group
27 - applications
29 - attributions
Contents | Tech-Tree
Tech-Tree
an introduction
This is the branding and identity of Tech-Tree: a fictional company that creates
specialty equipment and peripherals for avid video and computer game players.
Keyboards, mice, controllers and more are designed to enhance each players
capabilities: giving them a real edge in multi-player and provide a more immersive
single-player experience.
All great innovations of technology grew from the foundations built by their
precursors. There would be no automobile without the invention of wheel and
no mobile phones without electricity. The Technology Tree (Tech-Tree) is a path
of technological advancement and research; the course by which a player can
strategise and choose their greatest strengths.
1 | Tech-Tree
Tech-Tree | 2
The Client Group
enthusiast video game & computer game hardware brands
graphics hardware
These brands specialise in developing,
improving, and manufacturing better 3D
graphics technologies.
audio hardware
These brands specialise in high-end
audio equipment designed to work
specifically with games.
component hardware
3 | Tech-Tree
peripheral hardware
These brands produce a variety of
products for gamers, with a special
focus on human-interface devices such as
keyboards, mice and controllers.
console hardware
These brands are associated with
stand-alone proprietary video game
systems whose games are made
specifically for their use.
pre-build hardware
These brands build complete PC systems
for gamers using specially selected and
custom-made components.
These brands specialise in enthusiast
PC chipsets and accessories including
motherboards, enclosures and cooling.
Tech-Tree | 4
The Language of Type
5 | Tech-Tree
Tech-Tree | 6
Mission Statement
The 8 Words
who is tech-tree?
Named from the flowing diagram
allowing ‘strategy game’ players to
plan the improvement of their forces
and progress towards victory. It is
the commitment to progress and the
advancement of technology that drives
Tech-Tree to create the best in gaming
gear. As we excel at our craft, our
customers will excel in their games,
for our engineers are one
and the same: gamers.
The pillars of our business are founded
upon a promise to innovate instead of
reiterate: to create products that always
provide the power, the comfort and the
advantage to the player, and of course,
to never get in the way of fun.
gam
er
inno
va ti
on
tech
nolo
gy
fun
r
e
w
po
n
r
e
d
o
m
rt
o
f
com
e
g
a
t
n
a
adv
These eight words define the values and
goals of the brand. All public image of
the brand must exhibit these principles.
7 | Tech-Tree
Tech-Tree | 8
Moodboard
A collection of images, textures,
colours and typography that are
designed to communicate and evoke
feelings and ideas.
9 | Tech-Tree
Technology, modernity, progress and fun
are the ideas make up Tech-Tree’s image.
Tech-Tree | 10
Potential Typefaces
The Logotype
Tech-Tree
Tech-Tree
Tech-Tree
Tech-Tree
Tech-Tree
Tech-Tree
Tech-Tree
Tech-Tree
Tech-Tree
Tech Tree
Tech Tree
Tech Tree
Tech-Tree
Tech-Tree
Tech-Tree
Tech-Tree
Tech-Tree
Tech-Tree
11 | Tech-Tree
Tech-Tree
Sergeant TechnicFont 2 is the chosen
font for its bold shape and clean
machined curves
The logotype represents a branch of
the ‘technology tree’: shifting away from
tradition and continually towards the
next level of technology, connectivity,
capability and entertainment.
Tech-Tree | 12
Corporate Identity
13 | Tech-Tree
Tech-Tree | 14
The Mark
The Mark - Variations
Concept Marks
Mark 1
Mark 2
Mark 3
This line-mark was inspired by the
ever-continuing advancement of the
technology tree.
An abstraction with force like a hammer.
The screen is fed the infinite data from
the technology tree.
Positive and negative shapes present an
actual technology tree as well as evoking
the idea of circuitry.
Mark 4
Mark 5
Mark 6
Multiple paths on the technology tree
represent choices and become a part of
any players style.
Robots are the pinnacle of cool. They are
people, they are technology and always
a part of popular culture.
There is never only one technology tree,
there is a whole jungle. The chameleon is
one of natures most versitile creatures.
15 | Tech-Tree
Tech-Tree | 16
The Brand
Corporate Alphabet
font: agency FB
ABCDEFGHIJKLM abcdefghijklm
NOPQRSTUVWXYZ nopqrstuvwxyz
1234567890
,./\:;?!‘“@#$%
^&*()[]{}+-=
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
1234567890
abcdefghijklm
nopqrstuvwxyz
,./\:;?!‘“@#$%
^&*()[]{}+-=
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
1234567890
abcdefghijklm
nopqrstuvwxyz
,./\:;?!‘“@#$%
^&*()[]{}+-=
Black & White version.
Together the mark and logotype work
in harmony. They connect as one single
image by shape, line, and colour.
17 | Tech-Tree
The font chosen is Agency FB and is to
be used as copy text in all of Tech-Tree’s
publicity and documentation.
Tech-Tree | 18
Corporate Colours
Integrity
application
colour
standard
CMYK PROCESS
In all major ‘colour on white background’
cases, this version of the logotype will
represent the brand.
RGB
R - 102
G - 153
B - 204
# - 6699cc
C - 58
M - 27
Y-0
K - 13
The standard colour is ‘Tech-Tree Blue’
and all colour variations belong to the
product or department group.
PANTONE SPOT
SOLID
2718
Blue is a commonly used neutral colour for
the expression of technological intrigue.
reversing
mark rules
Never allow the mark to flip in reverse.
CMYK PROCESS
RGB
R - 204
G - 51
B - 51
# - cc3333
C - 16
M - 86
Y - 70
K-3
Never put the mark on an angle.
This effect is used within the toolbox only.
PANTONE SPOT
SOLID
703
The much more emotive red is
synonymous with power and energy.
When reversing the entire logotype, it
must be consistent.
CMYK PROCESS
C-0
M-0
Y-0
K - 60
PANTONE SPOT
SOLID
424
relationship rules
RGB
R - 153
G - 153
B - 153
# - 999999
Use the default relationship when the
baseline is on the bottom.
The mark must not be shorter than the
logotype. If the mark is aligned right, it
must not be taller than the logotype.
When the baseline is on top, align the
branch on the ‘T’ with the 5th branch
high on the right side of the mark.
A monochrome palette still needs to show the
relationship between mark and logotype.
19 | Tech-Tree
Tech-Tree | 20
The Toolbox
Stationery
Due to the linear nature of the mark and
logotype and the themes of progression
and determination in the brand, any line
with clearly defined angles can be used.
business card
TYRONE GABRIELSON
Promotions Manager
Telephone
0455 681 259
E - Mail
promotions@techtree.net
front
back
e-mail signature
Taking direct inspiration from the flowing
diagram that is the technology tree,
these ‘open callouts boxes’ create a
space for any separate element to fit
within the brand.
The mark can become a pattern, the
branches of the technology tree moving
in infinite directions.
The alternate marks are still useful.
They can become symbols for individual
product lines: badges similar to certain
makes of vehicle or varieties of fashion label.
21 | Tech-Tree
Tech-Tree | 22
Stationery
Stationery
letterhead
dl size business envelope
TyroneGabrielson
PromotionsManager
Direct Telephone: 0455 681 259
Direct E-Mail: promotions@techtree.net
Enthusiast Gaming Products
EnthusiastGamingProducts
Tech-Tree Proprietary Limited
901 Gaston Road
Hodgeton, Melbourne
Victoria 3069
Melissa Whidden
Regional Distribution Manager
Alphatrans Suppliers
89 Foxtrot Avenue
Ableton, Sydney
New South Wales 2078
Telephone: (03) 9833 8788
Facsimile: (03) 9833 8799
Web: www.tech-tree.com
E-Mail: enquiries@techtree.net
Facebook: facebookcom/tech-tree
Twitter: twitter.com/tech-tree
LinkedIn: linkedin.com/company/tech-tree
Dear Melissa,
It is with great pleasure that I am able to reveal our product line-up for 2013. Our
dedicated engineers have crafted the best in enthusiast gamer peripherals using
state-of-the-art materials and expert production techniques.
front
We will be presenting a range of keyboards, mice, monitors, controllers and headsets
across all supported platforms including PC, Xbox 360, and Playstation 3. Here is a
sample description of our essential forerunner series:
•
•
•
Return Address
Tech-Tree Proprietary Limited
901 Gaston Road
Hodgeton, Melbourne
Victoria 3069
BeamtrexMonitor
LED backlit monitor with fast response timing and high contrast ratio
provided in a variety of sizes, with multiple inputs supported
RoboticaMechanicalKeyboard
Enhanced QWERTY keyboard optimised for comfort with choice of MX Cherry
Reds, Blues, Blacks and Browns. Fully backlit keys and programmable macros
keys. Customisable macro and number pad positions.
ChameleonWirelessMouse
Wireless high-DPI mouse using hot-swappable batteries. Precise four direction
scroll-wheel and additional thumb-buttons. Customisable grips allow users to
findmaximumcomfort.
We will be taking orders and sending out marketing stock. All stores should be prepared
to have our range on shelves and selling for the mid-year season and greatly in time for
the holiday season. For a full run-down of our range and access to our online portal for
distributors, visit partners.techtree.com.
Yours Sincerely,
Tyrone Gabrielson
ABN: 85 311 547 991
back
23 | Tech-Tree
Tech-Tree | 24
Stationery
Stationery
invoice
collection
INVOICE
INVOICE
Date: 25/10/2012
Invoice Number: 9520538
TyroneGabrielson
Date: 25/10/2012
Invoice Number: 9520538
BILL TO
Enthusiast Gaming Products
BILL TO
SHIP TO
Melissa Whidden
Regional Distribution Manager
Alphatrans Suppliers
89 Foxtrot Avenue
Ableton, Sydney
New South Wales 2078
SHIP TO
Melissa Whidden
Regional Distribution Manager
Alphatrans Suppliers
89 Foxtrot Avenue
Ableton, Sydney
New South Wales 2078
Alphatrans Suppliers
89 Foxtrot Avenue
Ableton, Sydney
New South Wales 2078
ABN: 85 311 547 991
Alphatrans Suppliers
89 Foxtrot Avenue
Ableton, Sydney
New South Wales 2078
Tech-Tree Proprietary Limited
901 Gaston Road
Hodgeton, Melbourne
Victoria 3069
Order Number
846-251012
Quantity
Telephone: (03) 9833 8788
Facsimile: (03) 9833 8799
Web: www.tech-tree.com
Shipping Controller
Robert Wyle
Description
18
Robotica Keyboard (SKU: TTRK-255)
25
Chameleon Mouse (SKU: TTCM-661)
6
Beamtrex Monitor (SKU: TTBM-323)
PromotionsManager
846-251012
Quantity
Shipping Controller
Robert Wyle
Description
Ship Date
Ship Via
26/10/2012
TNT
Hodgeton, Melbourne
Victoria 3069
Telephone: (03) 9833 8788
Facsimile: (03) 9833 8799
Web: www.tech-tree.com
Melissa Whidden
Regional Distribution Manager
Alphatrans
Ship
DateSuppliers Ship Via
89 Foxtrot Avenue
Ableton,
Sydney
26/10/2012
TNT
New South Wales 2078
Dear Price
Melissa,
Unit
•
Total
18
Robotica Keyboard (SKU: TTRK-255)
$85.00
$8.50
$1683
25
Chameleon Mouse (SKU: TTCM-661)
$58.00
$5.80
$1595
Notes:
Tech-Tree Proprietary Limited
901 Gaston Road
Hodgeton, Melbourne
Victoria 3069
Telephone: (03) 9833 8788
Facsimile: (03) 9833 8799
Web: www.tech-tree.com
E-Mail: enquiries@techtree.net
Facebook: facebookcom/tech-tree
Twitter: twitter.com/tech-tree
LinkedIn: linkedin.com/company/tech-tree
Total
We will be presenting a range of keyboards, mice, monitors, controllers and headsets
$205.00
across
all supported platforms$20.50
including PC, Xbox 360,$1323
and Playstation 3. Here is a
sample description of our essential forerunner series:
•
Tax (10%)
Tax (10%)
EnthusiastGamingProducts
It is with great pleasure that I am able to reveal our product line-up for 2013. Our
$85.00
$8.50
$1683
dedicated engineers have crafted the best in enthusiast gamer peripherals using
state-of-the-art materials and expert production techniques.
$58.00
$5.80
$1595
Unit Price
ABN: 85 311 547 991
Direct Telephone: 0455 681 259 Tech-Tree Proprietary Limited
Direct E-Mail: promotions@techtree.net
901 Gaston Road
•
Order Number
Enthusiast Gaming Products
BeamtrexMonitor
LED backlit monitor with fast response timing and high contrast ratio
provided in a variety of sizes, with multiple inputs supported
RoboticaMechanicalKeyboard
Enhanced QWERTY keyboard optimised for comfort with choice of MX Cherry
Reds, Blues, Blacks and Browns. Fully backlit keys and programmable macros
keys. Customisable macro and number pad positions.
ChameleonWirelessMouse
Wireless high-DPI mouse using hot-swappable batteries. Precise four direction
scroll-wheel and additional thumb-buttons. Customisable grips allow users to
findmaximumcomfort.
TYRONE GABRIELSON
Promotions Manager
Telephone
0455 681 259
E - Mail
promotions@techtree.net
We will be taking orders and sending out marketing stock. All stores should be prepared
toSubtotal
have our range on shelves and selling for
the mid-year season and greatly in time for
$4210.00
the holiday season. For a full run-down of our range and access to our online portal for
distributors,
partners.techtree.com. $421.00
Tax Totalvisit(10%)
Total
Yours Sincerely,
$4631.00
Tyrone Gabrielson
6
Beamtrex Monitor (SKU: TTBM-323)
$205.00
$20.50
$1323
ABN: 85 311 547 991
Enthusiast Gaming Products
Notes:
Subtotal
Tax Total (10%)
Total
25 | Tech-Tree
$4210.00
$421.00
$4631.00
Tech-Tree | 26
Applications
t-shirt
The branches of the mark clash nicely
with the edges of the t-shirt, giving the
impression that they wrap around
the 3D surface.
27 | Tech-Tree
product mock-up
Using some Logitech brand gear as a
template we can see how the Tech-Tree
logotype can be badged appropriately.
Tech-Tree | 28
Attributions
mood board
http://www.pcauthority.com.au/News/272830,wont-somebody-think-of-the-children-pimp-pad-gaming-bar-in-hot-water.aspx
http://vitaminamy.blogspot.com.au/2011/08/new-idea-video-game-club.html
http://www.sk-gaming.com/content/18810-Lyn_I_want_to_play_as_a_WarCraft_3_pro_gamer
http://www.astronomy-blog.com/blogs/archives/Astronomy-blog/Dec-16-2008.html
http://www.finesttech.com/
http://fundesignideas.com/tag/comfortable-chair-design
http://www.kitchenideaswhite.com/2012/06/beautiful-design-ideas-of-comfortable-chairs-for-gaming/
http://hajirstony.blogspot.com.au/2012/02/five-ways-to-inspire-innovation.html
http://www.forgamersbygamersdaily.com/gaming-news/survey-women-enjoy-video-games-more-than-sex
http://www.gametrailers.com/side-mission/19830/seth-killian-heads-to-sony-santa-monica-as-lead-game-designer
http://dark.pozadia.org/wallpaper/Fantasy-Warriors31/
http://www.blog.last-save.com/2009/07/starcraft-ii-no-lan-and-tech-tree-revealed/
http://www.rocknpixel.com/news/1020/15/2012/
http://www.wallpaperfo.com/Games/Game/abstract_video_games_dark_futuristic_typography_technology_artwork_
technologic_2560x1440_wallpape_52772
http://nookmusic.blogspot.com.au/2008/09/mindless-self-indulgence-youll-rebel-to.html
http://img.neoseeker.com/v_image.php?type=news&articleid=12605&image=2
http://nocomplys.deviantart.com/art/Feisar-WipEout-HD-PS3-154483253
http://wipeout.wikia.com/wiki/Wipeout_2097
http://vect0rman.tumblr.com/
http://onlyhdwallpapers.com/art/texture-brushed-metal-by-meiastar-out-high-resolution-desktop-hd-wallpaper-551621/
http://imageafter.com/image.php?image=b5plastics001.jpg
http://www.yospeed.com/upload/mlg-trophies/04-yospeed-major-league-gaming-pro-circuit-champion-trophy-720.jpg
chapter pages
http://browse.deviantart.com/?q=backlit+keyboard#/d1j99x1
http://www.csgdesign.com.au/CSGf/viewtopic.php?f=187&t=1914
http://www.overclock.net/t/437979/official-cooler-master-atcs-840-owners-club/160
http://www.flickr.com/photos/lbskibo/5389783782/
29 | Tech-Tree
tech brands
http://allods.wcgame.ru/pc-gaming-accessories.html
http://obsoletegamer.com/gamer-profile-travis-wannlund-razer/
http://www.vortex-lan.org/forum/
http://ugrgaming.com/2012/04/02/product-review-madcatz-tritton-primer-wireless-stereo-headset/
http://www.freelogovectors.net/corsair-memory-logo-eps-pdf/
http://fraglider.pt/?id=6259
http://www.esl.eu/it/sc2/news/174754/
http://asian-mall.de/agentur.php?mID=13
http://s654.photobucket.com/albums/uu264/BETOCUETO/mcsmcsmcs/?action=view&current=logitech-logo.jpg&
http://www.gzadigital.com/productos.html
http://icrontic.com/article/expo-icrontic-2012-sponsors
http://leobiendurana.wordpress.com/2012/07/05/antec-appoints-iontech-inc-as-official-national-distributor-in-the-philippines/
http://www.eteknix.com/news/bitfenix-expands-to-india/
http://www.taringa.net/posts/info/15202022/Review-Noctua-NH-L12.html
http://www.yourlogocollection.com/asus-logo/
http://insanetek.com/news/1-web-and-industry-news/1102-evga-announces-new-global-warranty-policy
http://www.yourlogoresources.com/gigabyte-logo/
http://www.motherboards.org/content/xfx-radeon-hd-6870-black-edition-review?page=4
http://www.digital-master.gr/el-gr/Products.aspx?ElementID=a8dfe693-8181-4bbd-91ee-a22c09fa07ac
http://www.mammedomani.it/images/stories/bambini/prodotti/logo_Thrustmaster.jpg
http://glopipe.com/2012/04/16/mionix-secures-new-investment/
http://www.netbooknews.com/18913/asrock-to-launch-tablet-in-q2/asrock-logo/
http://www.logowallpaper.net/nvidia-logo-wallpaper/nvidia-logo-wallpaper/
http://www.xcpus.com/reviews/asus-hd-4870-an-evolutionary-design
http://www.pressbox.co.uk/cgi-bin/links/page.cgi?g=detailed%2F28902.html%3Bd=1
http://www.anandtech.com/show/1999
http://obsoletegamer.com/arthur-lewis-alienware/
http://www.snowlizarddesign.com/Origin-PC.html
http://gamingshogun.com/2011/10/25/ibuypower-introduces-32gb-ram-option-on-pcs/
http://wolfsgamingblog.com/2011/07/26/turtle-beach-announce-the-ear-force-x12/
http://www.newgamernation.com/hardware-review-tritton-ax-pro/
http://www.gadgetfunda.com/tag/microsoft/
http://www.clubs.psu.edu/mk/ito/lan.html
http://www.jap-sai.com/Games/Sony/Sony_PlayStation.htm
http://joelsevere.wikia.com/wiki/File:PlayStation_Move_logo.jpg
http://www.yourlogoresources.com/xbox360-logo/
http://mario.wikia.com/wiki/File:New_Nintendo_Logo.png
http://inews4all.wordpress.com/2011/09/23/zotac-e-gigabyte-mostram-as-suas-armas-no-campo-das-boards-mini-itx/
http://www.flickr.com/photos/bhautikjoshi/4864435784/
http://logos.wikia.com/wiki/PlayStation
http://www.evilsourcegaming.com/partners/
Tech-Tree | 30