This thesis project investigates branding strategies, such as “emotional branding”to tell the story of National Research Council's Institute for Fuel Cell Innovation. Thereare three aspects to the visual component: signage design, a process book and ananimation. Each of these elements acts as the narrator of the story. The book includes adocumentation of visual process and synthesizes this information into a section of brandguidelines. It showcases the brand identity and the evolution of visual process in themedium of print, while the animation illustrates the brand through motion graphics andprovides an example of how the visual elements that form the identity work coherentlyas an animation piece. The signage design is the three-dimensional aspect of the project.It presents the branding applied in a tactile way and also reflects a relationship with thespace in which it is showcased. With these visual and sensory tools, the Gateway willshowcase the rich graphic language of the new brand identity.The written component of the thesis explores the ideas of Marc Gobé in relationto emotional branding and Peter Turchi and Tim Ingold in reference to storytelling.Linda Leung and Donald Norman's works and Ellen Lupton's theories on graphic designare also examined to further investigate theories of storytelling in branding and motiongraphics.
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