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Urban Racks

Print & Design

May 2019

 

About

Urban Racks provides sustainable micromobility infrastructure throughout North America. They provide innovative solutions to redefine bike parking for cities. Their branding is to showcase their company’s mission statement which is to Listen, Innovate, Solve. They required a design guide that encompasses their brand identity and better guide their visual designs for future projects

Role

Graphic Desinger

Software

Photoshop
Illustrator
InDesign

01. Organize

Collecting Assets

Gathered all digital assets and assessed the situation. Reviewed all past branding and decided on consistent features to be set in the design guide. Made sure to have all variations of the logo, colored and BW as well as the logo text. Determined the font used on the logo to be used as the branding font.

Once the assets were gathered, they were traced over, using Illustrator to create higher quality versions to be used in the future (to be exported as SVG, PNG & JPEG). This had to be done for all the logos given by the company.

Alternatives

The company had requested for standard alternative logos to use in special scenarios. The standard black and white logos and an outlined version of the colored logos for images that require the logo to stand out.

02. Ideate

Urban Racks Cover with an outline of a bike attached to a bike rack

Concept & Rough Drafts

After looking through the digital assets and what the company already had, a rough draft of the design guide was created. The rough draft helped determine the flow of the design guide and how to present it. Sections of the design guide was created, the logo, color, and font. This also helped determine the space needed for the copy text.

Moodboard

Before starting the design guide, I put together a moodboard that can help me emulate the company’s branding during the design process. The company is for urban bikers and I wanted to combine the city grit and concrete with the fun and freeing energy of riding bikes

03. Design

Designing the Booklet

Once the rough draft was completed, the design was transferred over to InDesign for a cleaner draft. During this process, I had to figure out how to balance the graphics with the text. The logo sizes were either long or small. Ensuring that each page is visually balanced was key.

Initial Concept

The initial version only had the assets and no space for the placeholder text. The copy text hadn’t been approved and I didn’t know if they were going to write or include it in the design guide yet.

Based on feedback, the layout had different iterations to find out the best way to balance out each asset. This helped up figure out important pieces that needed to be included in the guide and what we could leave out.

04. Final

Revision

Based on the feedback from the initial concept designs, I created a new cover that better encompassed the company’s branding and vision. The illustration was inspired by an picture on the company site showcasing their product.

It was then decided that there were too many variations of the logo and we needed to simplify this section. This allowed us to make more room for text and instructions which logos to use for certain scenarios.

Due to company policy, the contents cannot be shared publicly. but the revisions from the initial concept are listed below.

  • Logos were simplified to a primary logo and secondary logo with a black and white version.
  • Section titles were created to be bolder and better defined each area.
  • Typography was shortened and sample text was easier to understand and visualize.

Contributors

 

Dio Wong – Marketing & Communications Liason

Leejoo Hwang – Marketing & Communications Liason