[GR604] Pond’s: Visual Development

Visual Development Guide

POND’S A holistic approach to beauty

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Beauty & Healthy living

Visual Development Guide

POND’S Visual Development Guide

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Visual Development Guide

CONTENTS

6 Logo Research

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16 Logo Development

8

Identity Evolution

18

Sketches

10

Logo from Current Competitors

26

Concept Development

12

Future Competitors

28

Refinement

14

Visually Similar logos

36

New logo

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LOGO RESEARCH 8

Identity Evolution

10

Logo from Current Competitors

12

Future Competitors

14

Visually Similar logos

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Visual Development Guide

1960 — 2007

Identity Evolution • Tulip • Facial care industry

2007 — present

• Twice merge

Pond’s Cream was invented in the United States as a medicine by scientist Theron T. Pond in 1846. During the earlier years, Ponds’ logo had a simple typeface. The first logo from 1969 to 2007, which be used on Pond’s White Beauty, Perfect care, Oil Solutions and Age Miracle, so the strokes

1910 the tulip partten

of typeface very thin and has tiny serifs that look like elegant.

The second logo from 2007 to present. This logo is first used on Pond’s Flawless White series that launched in 2007. The strokes of this logo smooth than before to express the soft and kind for women.

By 1910, “Pond’s Healing” and “Pond’s Cold Cream” would be announced in small print under the “Pond’s Vanishing Cream” advertisements, so it chose tulip which means warm and delicate petal symbol to the soft skin.

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2003 — present

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Visual Development Guide

There has similar brand soul that is natural beauty is better than conventional products.

The brand focus on the anti-age product which challenges the POND’S original core marketing.

It puts the high-technology into the products and the price is

Excellent advertising and brand visibility makes it a top-of-themind brand.

Effective marketing methods include traditional and social media, ecommerce, and media planning.

High Versatility of the product and good R&D.

afforded.

Logo from Current Competitors Most of Pond’ s current competitors have a logo with simple pattens or geometric shapes.

And their logotypes play the essential part of the logo mark. Most of them are in black color with a spot color.

Brand extension to beauty services through Lakme Beauty Salons.

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This brand focus on using pure natural herb to treat skin problem which is similar model compare with POND’S.

It has a general international market and long history about their products has natural ingredients.

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Visual Development Guide

This brand selling outdoor equipments which focus on the comfortable and practical women‘s clothes.

It is a handmade studio. Customers can design their work with friends or buy other handmade works.

The products using only vegetarian or vegan recipes which are popular for women who focus on family members’ healthy.

Samover Tea Bar has a health recipe for everyone customers and has garden and lounge area to offer a high quality service.

This brand is the red wine which is good for women healthy, and it can be used for facials daliy.

It has a long history of skin care products and offers professional skin care equipment.

Future Competitors

In future of POND’S not just focus on facial cream, it will expand the new area to help women create a healthy lifestyle and improve the service for women to give them more energy. By researching these brands’ logos to understand what parts are the thing I can borrow.

Sephora offers beauty products including makeup, skincare, body, fragrance and so on; besides it has makeup classes for customers.

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The yoga studio will help people reduce stress and relief the body toxic.

It is a chef-driven cuisine which uses organic and clean materials to cook the fresh food.

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Visual Development Guide

Visually Similar Logos

By researching visually similar logos help me to see how other companies treat the same swoosh ideas differently. These logos combine simple symbol and word logo that is very directly and interesting visual effect.

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LOGO DEVELOPMENT 18

Sketches

26 Concept Development 28 Refinement 36 New logo

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Visual Development Guide

• Harmony Delight the sense Balance/ inner peace

Sketches

• Harmony • Wellness • Whole/ Integrated

This long journey of a process started with brainstorming on the sketch book. There has a lot of key words pumped out, but I chose three words to express my ideas finally. Some ideas maybe not be work, however, they lead to other ideas.

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1. It is a interesting shape but how to combine it with new logo ?

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Visual Development Guide

• Wellness Original fresh from nature Reduce stress/ gentle/ plants

1. It looks like a flower that is a good way to related with Pond’s.

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1. This shape looks like a leaf and it can combine with letter of brand name maybe.

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2.

2. It is good idea because it has two parts, letter P and leaf shape that is match with new Pond’s.

2.

3.

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2. Nice negative shape, rotate it maybe better.

3. Simple and nice shape, it is a other idea that include in letter P and abstract leaf shape.

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1.

1.

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1. Do not need angel that does not like a skin care brand logo.

1. It looks like a woman face but similar other brand logo.

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Visual Development Guide

• Whole/ Integrated The beauty both inside and outside Rhythm/ make up/ connection

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1. Is it a water shape ? To think how to relate with new Pond’s, try it.

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1. Geometric shapes are cool, it maybe is a new way to develop new Pond’s logo.

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Visual Development Guide

Letter P is the initial word of Pond’ s. It is easy to remember the brand name for audiences.

Concept Development

• Harmony

The shape of leaf means that

• Nature

the beauty of nature.

•“P”

Through many times critique, finally, “harmony” will be developed. The new Pond’s task is that the holistic to approach to women’s beauty, so harmony beauty is a good method to express the core of the brand soul. Also, the logo will combine the shape of leaf and letter P to make sense for the new audience.

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Visual Development Guide

Refinement

• Sketches

Following the concept development, I drew some new sketches were explored, with different organisations for the letter P and the leaf shape. These are some that express the ideas I have hand the new Pond’s better.

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Visual Development Guide

P OND’ S

P OND’ S

POND’ S

Refinement PON D’ S

P OND’ S

P O N D’ S

P O N D’ S

POND’ S

• Digital Sketches

For this part, I try to use negative space to express letter P the same time to combine the leaf shape. Maybe some symbols hard to read but I hope to compare them to chose a better one as the brand’s final logo model.

PO ND ’ S

POND’S / 30

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Visual Development Guide

• Direction 1 I try to combine the water shape and the foliage shape to show Pond’s attention to the idea of natural healing.

Working on the refinement

I refine three directions from original digital sketches; also, I try to different colours and typeface to match symbol and word. The result is that the second logo is better but the typeface do not work, and I can combine the leaf shape with the brand name to make them more harmony.

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C M Y K

35 0 15 0

Coated 572C

Uncoated 7464U

C M Y K

50 0 100 0

Coated 368C

Uncoated 382U

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Visual Development Guide

• Direction 2

• Direction 3

This direction combines leaf shape and letter

I use abstract negative to express letter P and

P and the logo typeface use a handmade style

the color is forest green that gives people a

that makes a contrast with logo patterns.

fresh feeling and reliable.

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C M Y K

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60 5 100 0

Coated 368C

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Uncoated 376U

C M Y K

90 30 95 30

Coated 349C

Uncoated 356U

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Visual Development Guide

• Direction 1

New Logo

• Letter P • Leaf shape I designed two final logos because I am not sure which one is better. The first logo has some sharp shapes because I hope to make a

• Direction 2

contrast compare the smooth outline. The second logo’s outline more circle and soft than first one and the leaf shape in the brand name have different directions.

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Visual Development Guide

• Direction 1

Black # 1c1c1b R:29 G:29 B:27

P

CMYK: 90 30 95 30 RGB: 0 102 51

+

The P monogram CMYK: 45 5 10 0 RGB: 150 205 225

CMYK: 30 0 90 0 The Pond’ s logo type

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RGB: 199 213 48

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Visual Development Guide

• Direction 2

Black # 1c1c1b R:29 G:29 B:27

P

CMYK: 90 30 95 30 RGB: 0 102 51

+

The P monogram CMYK: 45 5 10 0 RGB: 150 205 225

CMYK: 30 0 90 0 The Pond’ s logo type

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RGB: 199 213 48

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Visual Development Guide

“Nature’s beauty is a gift that cultivates appreciation and gratitude.”

—Louie Schwartzberg

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Copyright @2017 Yindi Shi shiyindi1108@gmail.com This book is a non-commerical project for education purpose and is not intented to represent the POND’S brand. www.ponds.us/ https://en.wikipedia.org/wiki/Pond’s All right are reserved. No part of this publication may be reproduced, store in a retrieval system or transmitted in any form or by any means, electronic, mechanical, recording, photocopying or otherwise without prior permission of Yindi Shi.

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