the image factory genesis brand development
TRANSCRIPT
GENESIS / BRAND DEVELOPMENT
I have 5 taglines and 6 logos to share. I feel they all
represent viable, successful options. I am presenting
each logo in a mock-up context as well purely for
presentation purposes.
I’ve really tried to push towards a solution that is simple
but also sophisticated, with a real “next-generation” feel
that looks beyond current trends or expected solutions.
I wanted a brand that challenged and provoked, but
was still immediately accessible.
I may use some di�erent naming conventions, as we
discussed, but that is not relevant at this stage. I also
did very little sub-branding exploration because, again,
the focus now is one the umbrella brand.
When we do begin development for Stress Works,
Zone Control, and so forth, my preference is going to
be using elements like type and color, and not di�erent
icons. This is because the Genesis complete package
solution must be the hero, and we also must
emphasize cohesize integration, rather than fractured,
disparate functionality.
begin with endless potential
begin with endless possibility
begin with us
this is where growth begins
it all starts here
The name “Genesis” is so specific and conspicuous that
I really feel we need to o�er justification and meaning
for it, and integrate it into the brand. Otherwise, it is a
complete non sequitur, and becomes a road bump that
diminishes brand integrity.
The tagline is a crucial element to begin this
integration. “Genesis” means beginning.
Drilling is speculative in nature. A site has “potential” or
“possibility”, not a gaurantee. Similarly, our software
solutions, which you can grow with and expand upon,
contain potential and possibility.
“Begin with us” is a simple invitation to be a partner
with Genesis. It’s also a reference to the idea of making
a critical choice of what software to use when you
begin drilling.
J1
The square gives this stability and strength. The
silhouette of the stylized drill delivers purpose, and its
assyemetrical positioning and bleed o� 3 sides gives
tension and tautness.
This mark is meant to function well when applied as a
super-graphic, where it’s negative space and bold,
simple diagonals create compositional interest.
The typography is simple, contemporary all-caps,
meant to complement but not distract from the mark.
Genesis
GenesisRTS
REAL-TIME SOLUTIONS
K1
This logo is a further abstraction of the spiral motion of
drilling. Careful attention has been paid to proportion,
cropping, and negative space. It’s a bold, dynamic mark
that is very conceptual and forward-thinking.
This mark is also meant to function well when applied
as a super-graphic. It’s a prime example of graphically
integrated branding, rather than just having any sort of
layout or composition as long as the logo is slapped on
it somewhere.
GenesisRTS
BEGIN WITH US.
FIND OUT HOWOUR SOLUTIONSCAN HELP YOU.
HOME ABOUT US PRODUCTS SUPPORT
GenesisRTS is a foundationyou can build your success on.
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K2
L1
There is no icon to this solution - it’s purely custom
typography, very simple in its geometry, but extreme in
it’s interpretation of letterforms. It communicates
strength, science, and innovation.
I explored 3 di�erent solutions to the “N”, and the
middle is my favorite. It again employs a simple
diagonal, which creates interest and tension in this
execution by contrasting with all the horizontals and
verticals, and as in all explorations, serves as a
metaphor for drilling and action and progress.
BEGIN WITH US.Genesis is a foundationyou can build your success on.
L2
GenesisCORE
StressWorksGenesisCORE
ZoneControlGenesisCORE
M1
A bold, angular “G” morphs into a spiral of activity, with
the bolt-like shape of a hexagon. The icon delivers a
message of functionality and stability, with an inner
swirl of movement.
The “G” resolves itself in the center, or “core” of the
spiral, hence its link with this version of their name.
GenesisCORE
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HOME ABOUT US PRODUCTS SUPPORT
M2
GENESISbegin with endless potential
P1
“Genesis” means beginning. The world was unformed.
Like a schematic drawing, or a diagram of new
molecules, it held nothing but potential.
This logo is loaded with sub-context and meaning. It
implies science, engineering, planning. It is stark and
simple, until you “zoom in”, when it reveals it’s
complexity. This is my personal and professional
favorite, and one of my best-ever logos.
GENESIS
Begin with endless potential.
P2
GENESISbegin with endless potential
HOME ABOUT US PRODUCTS SUPPORT
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P3
A droplet (of oil, of course) also contains a capital “G”.
Simple, telegraphic and own-able.
The typography is light and open, to balance the
weight and solidity of the icon.
The shadow is my one concession to popular web 2.0
motifs, but in this instance it really serves to enhance
the sense that the droplet is suspended above a
surface, and may splash down any second.
R1
begin with endless potential
begin with endless possibility
begin with us
this is where growth begins
it all starts here
engineered with endless potential
created for endless potential
endless potential begins with us
the promise of a new dawn
a new era of possibility
visionaryGenesis shares their partners’ spirit of bold exploration.
innovativeGenesis continually seeks new and better solutions.
dependableGenesis is committed to the success of their partners.
capableGenesis has the experience and skills their partners value.
ZONECONTROLGENESISCORE
GENESISbegin with endless potential
GENESISONEbegin with endless potential
RIGTIMEGENESISCORE
GENESISCOREbegin with endless potential
DRILLFASTGENESISCORE
STRESSWORKSGENESISCORE
Simply creating attractive designs is inadequate, and really a subset of our greater problem – creating a BRANDING SYSTEM that communicates hierarchy and consistent messaging.
Our hierarchy begins with the Genesis corporate brand firmly enthroned at the top. StressWorks, DrillFast, Rigtime and ZoneControl are PRODUCTS, not brands. GenesisCore is the name used to refer to them collectively. GenesisOne is a SERVICE, not a brand. They will all be “branded” only in as much as they are part of Genesis; all our messaging, positioning, and brand character will be built around and refer to Genesis.
I’m a huge fan of simple solutions. Not thoughtless or easy solutions, but carefully planned and executed simplicity. It enables a system to be readily extensible, and encourages comprehension. And when a brand identity has to be executed in many mediums and scenarios, simplicity preserves brand integrity.
This is why I have chosen not to develop individual logos or icons for each piece of software. It begins elevating them to brands, devaluing Genesis and adding complexity to our system.
Instead we will use color to di�erentitate the o�erings.
ZONECONTROLGENESISCORE
GENESISbegin with endless potential
GENESISONEbegin with endless potential
RIGTIMEGENESISCORE
GENESISCOREbegin with endless potential
DRILLFASTGENESISCORE
STRESSWORKSGENESISCORE
If full-color photography is not part of our graphic vocabulary, we are not required to use four-color process CMYK printing. I recommend Pantone colors, which have a much more extensive color gamut, and will allow us to achieve hues and saturation impossible with process color.
There are endless possibilities for color schemes, below are a few.
Genesis GenesisOne GenesisCore StressWorks DrillFast ZoneControl RigTime
Genesis GenesisOne GenesisCore StressWorks DrillFast ZoneControl RigTime
Genesis GenesisOne GenesisCore StressWorks DrillFast ZoneControl RigTime
The logo and typography themselves do not ocuppy much space. By creating a simple rectangle for them to live in, and filling IT with color while reversing the logo and typography out in white, color becomes a much more pronounced element of our brand. The rectangle is also easy to fit into any composition.
“Monogrammed” versions of the logos are also an option.
GCGENESISCORE
SWGENESISCORE
DFGENESISCORE
ZCGENESISCORE
RTGENESISCORE
GENESIS
GENESISCORE
STRESSWORKS
RIGTIMEGENESISCORE
DRILLFAST
ZONECONTROL
GENESISONEGCGENESISCORE
GCGENESISCORE
G1GENESIS
SWGENESISCORE
DFGENESISCORE
ZCGENESISCORE
RTGENESISCORE
GENESIS
GENESISCORE
STRESSWORKS
RIGTIMEGENESISCORE
DRILLFAST
ZONECONTROL
GENESISONE
These bars of Genesis dark orange confirm they are part of theGenesis corporate brand.
These bars of GenesisCore grey identify them as part ofthe GenesisCore suite.
What’s with the cheesy sunset?Boring, and yet frightening.Impersonal and ugly.
Dirty and bleak. Logos on helmets and uniforms.
The problem with using photography for this category is that the majority of photos are ugly as hell, even when professionally taken. Often full of muddy, ugly colors, or harsh, glaring colors, and threatening, sinsister-looking machinery, they are completely unsuitable for our purposes. We do not need photos as documentary tools, to explain what Genesis does. If we use photos, they need to be branding tools. They need to be awesome and impactful and add value.
Our vision and brand character should not be limited; nor should our photography. Any images focusing on the oil or natural gas industry as a whole are relevant. Genesis has the potential to a�ect the entire industry., and we should eagerly communicate this.
GENESISCORE
ZONECONTROL
user manualVERSION 2.2
user manualVERSION 2.2
GENESISCORE
STRESSWORKS
user manualVERSION 2.2
GENESISCORE
DRILLFAST
begin withendlesspotential
Converting photos to black and white eliminates the issues of garish, distracting colors. The photos become more dramatic and narrative. They can be overlayed with brand colors. A bold, white rectangle creates a dedicated area for the logo to live in, and although each cover has a di�erent photo and color, the brand continuity is unmistakable.
In several instances, I am specifying metallic inks, not just silver, but metallic inks in all colors - blue, green, orange, etc.
ZCGENESISCOREZONECONTROL v2.2
User Manual DFGENESISCOREDRILLFAST v2.2
User Manual
GENESISCORE
Introduction GCGENESISCORE
RIGTIME v2.2
User Manual RTGENESISCORE
This solution foregoes photos in favor of bold, flat color and dynamic composition. The logo becomes a supergraphic, uniquely enlarged and cropped in the background for each version. Select “facets” have been filled with the GenesisCore grey to unify them as part of the collective suite. The logo supergraphic in the background would be printed in a gloss varnish, adding a layer of texture and sophistication to bold simplicity.
GCDFUSER MANUAL DRILLFAST
GENESISCORE
GCSWUSER MANUAL DRILLFAST
GENESISCORE
GCZCUSER MANUAL DRILLFAST
GENESISCORE
GCRTUSER MANUAL DRILLFAST
GENESISCORE
Here the color scheme has been restricted to the blue/green spectrum. The “monograms” are utilized for telegraphic communication. The logo supergraphic in the background would be printed in a gloss varnish, adding a layer of texture and sophistication to bold simplicity.
ZONECONTROLGENESISCORE
DFDFDRILLFAST
GENESISCORE
RTRTRIGTIME
GENESISCORE
SWSWSTRESSWORKS
GENESISCORE
USER MANUAL
Here the color scheme has also been restricted to the blue/green spectrum, with the addition of the GenesisCore grey. The “monograms” are again utilized for telegraphic communication, and cropped for dramatic tension.
I am specifying metallic colored inks for this, for a truly remarkable finish.
GENESISCOREbegin with endless potential
Instruction Manual for
DRILLFASTRIGTIMEZONECONTROLSTRESSWORKS
Silver metallic ink with full-color photography.
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begin withendlesspotential
HOME GENESISCORE GENESISONE ABOUT US SUPPORT
GENESISbegin with endless potential
HOME GENESISCORE GENESISONE ABOUT US SUPPORT
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dolor sit amet, consectetur.
Introducing ZoneControl, sed ut perspiciatis unde omnis iste natus error sit vo-
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quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explica-
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GENESISbegin with endless potential
ZC
DF
RT
SW
GCGENESISCORE
HOME GENESISCORE GENESISONE ABOUT US SUPPORT
Introducing GenesisCoreSed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudan-
tium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae
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aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt.
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ZC DFRT SW
Software SuiteInstallation DVD for
DRILLFAST
RIGTIME
ZONECONTROL
STRESSWORKS
begin withendlesspotential
GENESISCORE
The background logo would be a gloss varnish.
GENESISbegin with endless potential
Software SuiteInstallation DVD for
DRILLFASTRIGTIMEZONECONTROLSTRESSWORKS
The diagonal bars deliver the blue/green spectrum, while Genesis orange and GenesisCore grey are dominant here.
I am again specifying metallic colored inks for this.
GENESISbegin with endless potential
GENESISCORE
Software SuiteInstallation DVD for
DRILLFASTRIGTIMEZONECONTROLSTRESSWORKS
begin with endless potential
GENESISCORE
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begin with endless potential
GENESISCORE
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ducimus qui blanditiis praesentium voluptatum deleniti
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in culpa qui o�cia deserunt mollitia animi, id est
laborum et dolorum fuga. Et harum quidem rerum
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DRILLFASTGENESISCORE
STRESSWORKSGENESISCORE
GENESISbegin with endless potential
Every journey begins with a single step.At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum deleniti.
GENESISCORE