Title:
Velocity Channel Rebrand

Brand Identity

        

Approach:
The rebrand of Velocity Channel breaks free of scriptedness, elevates the story and personalities and creates authentic and spontaneous content. The rebrand introduces a relatable experience for both enthusiasts and the uninitiated. The new look blends the hard edges of the mechanical with the fluidity of the open road. The “journey” begins with the mechanics and craft of our vehicles, and is the dynamic link that is created between us and our environment.


        

Approach:
The rebrand of Velocity Channel breaks free of scriptedness, elevates the story and personalities and creates authentic and spontaneous content. The rebrand introduces a relatable experience for both enthusiasts and the uninitiated. The new look blends the hard edges of the mechanical with the fluidity of the open road. The “journey” begins with the mechanics and craft of our vehicles, and is the dynamic link that is created between us and our environment.

        

Approach:
The rebrand of Velocity Channel breaks free of scriptedness, elevates the story and personalities and creates authentic and spontaneous content. The rebrand introduces a relatable experience for both enthusiasts and the uninitiated. The new look blends the hard edges of the mechanical with the fluidity of the open road. The “journey” begins with the mechanics and craft of our vehicles, and is the dynamic link that is created between us and our environment.

        

Role:
Individual Project

Velocity_Logos_Color_BG
Velocity_Logo_Structure
Velocity_Logo_Mark_White_BG
Velocity_Logo_Mark_Green_BG

      

Logo Development
The logotype's quarter circle and slash graphic components were expanded and reassembled in ways that redefine speed and direction. The color palette mixes the colors from mechanics and nature. Green and chartreuse signify the organic natural forms such as earth and sky. The blue grey and light grey convey mechanical objects. Mixing the two recreates the feeling of exploring with your car in the landscape.

      

01



Velocity_Logo_Animation_Wide

      

Menu
The elements of the menu are intended to highlight personalities in black and white tones against the three background variations of grey, chartreuse, and light grey. The movement of lines are intended to suggest playful racing and weave in front of and behind elements indicating depth and dimension. The line movement mimics the center dividing lines of the road flying by. The time and day of broadcast are bracketed to frame them.

      

Menu
The logotype's quarter circle and slash graphic components were expanded and reassembled in ways that redefine speed and direction. The color palette mixes the colors from mechanics and nature. Green and chartreuse signify the organic natural forms such as earth and sky.

      

02



       

Lower Thirds & Bumpers:
The lower thirds appear from behind the logo on either a solid background or on an outline. The bumpers pull out from the side highlighting the personalities associated with the upcoming time slot or program.

       

Lower Thirds & Bumpers:
The foundation of each image was created through macro photography of desert plants and rocks which were staged to support the visual direction. The shallow depth of field was essential to achieving the world in miniature.

      

03



       

Logo Reveals:
The logo reveals are led on to the screen accompanied by curving yellow lines suggesting the fun and freedom that is found in driving on the open road.

       

Logo Reveals:
References were found to reinforce the visual techniques used to portray a miniature world. Tight framing, perspective and depth of field all worked together.

      

04



       

Transitions:
I utilized a slash that is the same angle as the pitch of the letter "V" in the logo as the transition. The swipe from right to left across screen leaves a trail of wind as it whips by.

      

05



       

Digital Applications:

       

Digital Applications:
The grainy, low res, monochromatic tone evokes the feeling of a scene set in the Old West. Dust, scratches, and weathering enhance the idea of old photos.

      

06



Velocity_Web_Desktop_02
Velocity_Web_Desktop_03
Velocity_Web_Desktop_04
Velocity_Web_Desktop_01
Velocity_Digital_Mockup

       

Print Applications:

      

07



Velocity_Business_Card_V2
Velocity_Posters_01
Velocity_Posters_02
Velocity_Posters_01
Velocity_Taxi_Top
Velocity_Billboard_Blue_01
Velocity_Poster_Mockup_01
Velocity_Poster_Mockup_02

© 2019 Dillon King

© 2019 Dillon King

301   520   2841

301   520   2841

301   520   2841

dillon.king@gmail.com

dillon.king@gmail.com

dillon.king@gmail.com

dillon.king@gmail.com