Visual Development Guide
Visual Development Guide
“If it’s not inspiring it’s not Esprit.” —Esprit
Table of Contents
01 02 03 04
BRAND OVERVIEW Brand History
09
Brand Logos
10
Brand Mission
12
Brand Keywords
14
VISUAL DEVELOPMENT Initial Sketches
22
Refined Sketches
32
Digital Sketches
40
VISUAL RESEARCH Brand Guide Inspiration
52
Look-a-like Logos
54
OUR NEW LOOK Our New Logo
58
01
Brand Overview Brand Overview introduces the history, logo development, mission statement, and keywords of Esprit.
Brand History Brand Logos Brand Mission Brand Keywords
“We were kids of the sixties and really took responsibility for what we created.” —Susie Tompkins Buell
Brand History
Esprit is an international fashion brand that represents style and quality since 1968. With the vision of essential positivity, Esprit was founded in California by a couple, Susie and Doug Tompkins. Inspired by the revolutionary spirit of the 60s, the brand focused on togetherness. Tompkins couple first sold homemade clothing from the back seat of their station wagon. Right from the start, they embodied the Esprit values they held most dearly. As a result, the brand reflected a relaxed American West Coast lifestyle, creativity and a high social and ecological sense of responsibility. When the founders left the company, Esprit was rapidly expanding on an international scale. It was then they recording a long period of commercial success. The expansion had made Esprit one of the world’s most successful and most profitable fashion brands. The success story of Esprit is based on delivering joy every day through laid-back tailored, high quality essentials and carefully selected fashion-forward pieces while staying true to its core values of sustainability, equality and freedom of choice.
BRAND OVERVIEW
BRAND HISTORY
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Brand Logos
Esprit started their business under the name of “Esprit de Corp”. However, they changed the name to “Esprit” alone.
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The Esprit logo, designed by John Casado in 1979, based on the concept of a shipping container’s stencil.
The logo reflects their passion for fashion, showcased by the bold and radiant colors to convey a sense of energy. They kept their iconic logo form but explored with different colors, spacing, and scale.
BRAND OVERVIEW
BRAND LOGOS
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Our mission is to encourage people to make responsible choices that positively impact others and the environment.
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Brand Keywords During the research of the brand, we found that Esprit is far beyond the clothing business. Three keywords represent the spirit of Esprit. They are the key to the direction of New Esprit.
Caring
Develop a respectful and empathetic mind.
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Knowing
Get informed and conscious of social and environmental issues.
BRAND OVERVIEW
KEYWORDS
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Acting
Get actively involved to make a difference.
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02
Visual Development We started the logo development by creating dozens of pencil sketches based on the three camps.
Initial Sketches Refined Sketches Digital Sketches
Initial Sketches Camp 01 Open: Open to everyone Esprit is open and equal to everyone. Our audiences are open-minded people who are willing to consider new ideas to solve the problems around us.
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BRAND OVERVIEW
INITIAL SKETCHES
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Graphic marks are perceived better than symbolic or wordmarks because its connotation can be extended beyond its meanings.
VISUAL DEVELOPMENT
INITIAL SKETCHES
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Camp 02 Caring: Protect and help Esprit embraces social and environmental issues. Caring often requires knowledge, practices and even sacrifices but it is rewarding because it leads to more fulfilled lives.
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VISUAL DEVELOPMENT
INITIAL SKETCHES
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Camp 03 United: Act together Espirit brings people to make a difference. Individuals can create a rippling effect while larger groups can create a lasting impact in our society.
VISUAL DEVELOPMENT
INITIAL SKETCHES
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VISUAL DEVELOPMENT
INITIAL SKETCHES
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Refined Sketches Refined camp: Caring + Inclusive After the initial sketches with a pencil, we have refined the camp and further developed logos digitally with the most potential.
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Using Interacting lines/shapes or (+) sign effectively conveys the idea of protecting and togetherness.
VISUAL DEVELOPMENT
REFINED SKETCHES
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VISUAL DEVELOPMENT
REFINED SKETCHES
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VISUAL DEVELOPMENT
REFINED SKETCHES
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VISUAL DEVELOPMENT
REFINED SKETCHES
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Digital Sketches After creating dozens of sketches with a pencil, logos that have the most potentials are produced digitally for refinement and further development.
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Symbol Symbol is a mark that represents the value of Esprit without a word. The symbols show the combination of letter “e”, togetherness, and plant/plus sign.
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Two versions still have the potential for refinement. They both lack of organic quality that represents the eco-friendly value of Esprit.
VISUAL DEVELOPMENT
DIGITAL SKETCHES
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The letter “e” in thicker line and enough padding around it looks more solid and easier to read. The outer shapes (tilted leaf-like shapes) look more active but they don’t look well balanced.
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VISUAL DEVELOPMENT
DIGITAL SKETCHES
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Outlining one of Espirits brand soul, togetherness, we used different colors on each shape to create more relevancy.
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VISUAL DEVELOPMENT
DIGITAL SKETCHES
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Wordmark Wordmarks have created based on the letter “e” from the symbol. They have a friendly and simple look.
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The spaces between letters of the initial word marks were too tight. They also looked heavy when they were combined with the symbol. So the spacing and weight have been modified.
VISUAL DEVELOPMENT
DIGITAL SKETCHES
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03
Visual Research Visual research helps to get inspiration and find out effective ways of delivering information visually.
Brand Guide Inspiration Look-a-like Logos
Brand Guide Inspiration Researching other brand guides is important because each brand took a different approach to show their brand identity. Some of them are more successful than others.
01 New Identity Introduction
The hierarchy of information is clear.
04 Logo Colors
Without indicating, they visually showed
It also visually shows what the main content is about. The layout is simple and bold.
the main color on a larger scale. The sample color combinations are a helpful guide to figure out which colors would work together and which colors won’t.
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02 Logo Anatomy
The Mennonite church’s logo anatomy clearly displays how the brand logo is constructed. It also explains its various
03 Type Specs
applications as well.
05 Logo Don’ts
VISUAL DEVELOPMENT
Showing both white texts on color and black text on white is a good way to show various usage. The way they listed the type is simple and clear.
The red diagonal/banning graphic elements visually help to understand the incorrect use.
VISUAL RESEARCH
06 Alternative versions of the logo
It clearly shows that there are two elements of their logo: the wordmark and the symbol.
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Look-a-like Logos Researching on existing logos that are similiar is important as they help to avoid design overlaps. It also provides motivation for further development.
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VISUAL DEVELOPMENT
LOOK-A-LIKE LOGOS
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04
Our New Look Our logo is created based on our keywords of the brand. The logo represents our activeness, caring heart, and collaboration.
Our New Logo
Our new logo is created based on our keywords: caring, knowing, and acting. It represents the initial letter e, nature, protection, and community.
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OUR NEW LOOK
OUR NEW LOGO
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SCHOOL Academy of Art University San Francisco, CA
COURSE GR 604: Nature of Identity
INSTRUCTOR Hunter Wimmer
TYPOGRAPHY Freight Display Pro FF Tisa Sans
IMAGE SOURCE unsplash.com pexels.com rawpixel.coom pixabay.com openingceremony.com stock.adobe.com
DESIGN Jooyoung (Eileen) Yoon
