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VISUAL DE VELOPMENT GUIDE
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OVERVIEW
Bonne Bell is a cosmetics company targeted the youth beauty market from the start. It promotes a wholesome image and a “Be fit. Look good.� philosophy. The goal of Bonne Bell is to encourage young women to express their inner beauty as well as their outer beauty through free expression. It believes that self-expression is beautiful.
VISUAL DEVELOPMENT GUIDE
BO N N E BELL V I S UAL DEV ELOPM ENT GU ID E
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OVERVIEW
Bonne Bell is a cosmetics company targeted the youth beauty market from the start. It promotes a wholesome image and a “Be fit. Look good.� philosophy. The goal of Bonne Bell is to encourage young women to express their inner beauty as well as their outer beauty through free expression. It believes that self-expression is beautiful.
OVERVIEW
Hi, there.
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VISUAL DEVELOPMENT GUIDE
CONTENTS
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02.
THE CONCEPT
DEVELOPMENT
The Previous Identity 10
Initial Sketches
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Visual Concepts
Further Explorations
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Refined Sketches
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Digital Sketches
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Finalization
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Type Treatment
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Similar Logos
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OVERVIEW
03. THE FINAL LOOK Final Look
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Moving Forward
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Sources
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VISUAL DEVELOPMENT GUIDE
OVERVIEW
01
Bonne Bell is a cosmetics company targeted the youth beauty market from the start. It promotes a wholesome image and a “Be fit. Look good.� philosophy.
The goal of Bonne Bell is to encourage young women to express their inner beauty as well as their outer beauty through free expression. It believes that self-expression is beautiful.
What guides us ?
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OVERVIEW
THE CONCEPT
The Previous Identity Visual Concepts
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VISUAL DEVELOPMENT GUIDE
OVERVIEW “Being confident and believing in
your own self-worth is necessary to achieving your potential.” Sheryl Sandberg Chief Operating Officer of Facebook
Bonne Bell is a cosmetics company targeted the youth beauty market from the start. It promotes a wholesome image and a “Be fit. Look good.” philosophy. The goal of Bonne Bell is to encourage young women to express their inner beauty as well as their outer beauty through free expression. It believes that self-expression is beautiful.
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OVERVIEW
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PREVIOUS IDENTITY
In order to create a logo that best presents the brand Bonne Bell, the research should start with an deep understanding of the company’s history, core values and mission. Bonne Bell has been a cosmetics company targeted to the youth beauty market from the start in 1927. It promotes a wholesome image and its “Be fit. Look good.” philosophy. The goal of Bonne Bell is to encourage young girls to express their inner beauty as well as their outer beauty, or physical attractions through free expression. Based on the brand’s core value and possibly future expansion, the new mission of the brand is to empower young women to appreciate who they really are, embrace free self-expression, and achieve their ambitions. The previous logo shows a sense of simplicity yet elegance, sans serif type gives a friendly and modern feel. The hand-drawn type adds its approachability.
VISUAL DEVELOPMENT GUIDE
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S IMP LE & FRIE N DLY
EL EGA N T & DI R EC T
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VISUAL CONCEPTS M ISSION
To empower young women to appreciate who they really are, to embrace free self-expression, and to achieve their ambitions.
The new Bonne Bell will go beyond creating cosmetic products, and expand on its origin of confident selfexpression. We will take a holistic approach to beauty. That is, not only focus on outside beauty, but also on the deep inner beauty. We intend to create a supportive and encouraging community where authenticity is appreciated, courage of self-expression is emphasized, and confidence is learned. The explorations of the new logo designs have uncovered three key concepts based on Bonne Bell’s mission nad three key words—confident, empowered, and authentic. Each key word will be associated with one concept. The first concept is leadership, the second concept is freedom, and the third concept is grace. Initial logo sketches are explored based on each concept, following by more refined sketches.
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K EYWORD S
C O N C EPTS
Empowered > >
Lea d er s h i p
Confident >>
Fr eed om
Authentic >>
Grace
Taking control of your own lives.
Believing in yourself, and freely expressing who you are.
Being true to your past and who you are.
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VISUAL DEVELOPMENT GUIDE
OVERVIEW
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Bonne Bell is a cosmetics company targeted the youth beauty market from the start. It promotes a wholesome image and a “Be fit. Look good.� philosophy.
The goal of Bonne Bell is to encourage young women to express their inner beauty as well as their outer beauty through free expression. It believes that self-expression is beautiful.
Our logo design process.
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OVERVIEW
THE DEVELOPMENT Initial Sketches Further Explorations Refined Sketches Digital Sketches Finalization Type Treatment Similar Logos
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OVERVIEW
Bonne Bell is a cosmetics company targeted the youth beauty market from the start. It promotes a wholesome image and a “Be fit. Look good.� philosophy. The goal of Bonne Bell is to encourage young women to express their inner beauty as well as their outer beauty through free expression. It believes that self-expression is beautiful.
VISUAL DEVELOPMENT GUIDE
BONNE BELL
INITIAL SKETCHES
Concept 01. Leadership The first concept is leadership. It connects with the mission of Bonne Bell, which encourage young women to achieve their ambitions and take control of their life. ‘Leadership’ is associated with power, strength, and etc.
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INITIAL SKETCHES This is the first round of initial sketches. The whole process explores as many variations as possible based on the three key concepts. The first concept is ‘leadership’, which symbolizes control, strength, and power. Icons, symbols and typographic solutions are explored for each key concept.
Concept 01
Leadership
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Insight : Symbols that combing human figures and globes look like logos for NGOs, whereas diamonds and crowns make more sense in terms of showing ‘leadership’. Try to explore more on symbols in these directions. Connecting logo explorations to the target audience and the context of using it is a way of narrowing down directions.
Bold diamond shape makes sense to the target audeicne.
Crown shape says leadership, try to explore more simplified versions.
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INITIAL SKETCHES
Concept 01
Leadership
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Insight : Abstract symbols is an interesting way of showing meanings. Lions and symbols that way too abstract are not relevant. Geometric patterns that relates to ‘gem’ is relevant to ‘leadership’, this is another possible direction for further explorations. The quotation mark is an interesting exploration, because it connects with ‘voice’, this can also be further explored.
Geometric germ shape is interesting, try to explore more.
Quotation marks symbolize voice, which connect well with the concept.
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INITIAL SKETCHES
Concept 01
Leadership
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Insight : Combing two ‘b’ letters in a logo is tricky. The shape may have negative or confusing meanings. This should be watched out. More variations of combing two ‘b’s will be explored.
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VISUAL DEVELOPMENT GUIDE
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INITIAL SKETCHES
Concept 02. Freedom The second concept is freedom, which means the ability to free self-expression. Freedom is associated with symbols such as birds, wings, etc. It gives a sense of fluidity and movement.
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INITIAL SKETCHES The second concept is ‘freedom’, which means have the ability to express who you are. It can be associated with symbols like birds, wings, organic shapes and movements.
Concept 02
Freedom
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Insight : This concept can be another possible direction for further explorations. Birds and wings are workable symbols for Bonne Bell. More thoughts should be put in finding a direction for further development.
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INITIAL SKETCHES
Concept 02
Freedom
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Insight : The curves and fluidity do show a sense of freedom, but some of those marks also remind the audience of shampoo brands, such as Dove, and Pantene. In addition, those marks give a strong feeling of feminism, which is not what the new Bonne Bell aims at.
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INITIAL SKETCHES
Concept 02
Freedom
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Insight : The typographic solution is not exciting in general. The treatment of the letter ‘N’ is interesting, this can be further explored for the typographic mark.
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OVERVIEW
Bonne Bell is a cosmetics company targeted the youth beauty market from the start. It promotes a wholesome image and a “Be fit. Look good.� philosophy. The goal of Bonne Bell is to encourage young women to express their inner beauty as well as their outer beauty through free expression. It believes that self-expression is beautiful.
VISUAL DEVELOPMENT GUIDE
BONNE BELL
INITIAL SKETCHES
Concept 03. Grace / Natural Beauty The third concept is grace and natural beauty. It shows the authentic beauty of individuals. This beauty is not only about physical appearance, but attractions by nature. It is soft, elegant, and graceful. It is associated with symbols from nature. such as plants, flowers, organic shapes, etc.
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INITIAL SKETCHES The third concept is ‘Grace / Natural Beauty’. It shows the inner and true beauty of individuals. Symbols such as flowers, plants, and natural patterns are explored.
Concept 03
Grace
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Insight : Symbols like rose can be explored. Instead of using delicate lines, stronger and bold shapes are more like the new Bonne Bell. Even though Bonne Bell is a cosmetic brand, and the new version of it also targets to women. The core of the new version is empowerment and encouragement. Thus, the logo is neutral rather than too feminine.
Roses connect well with grace, but try to explore more neutral-looking shapes, and add boldness.
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INITIAL SKETCHES
Concept 03
Grace
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Insight : Shapers like butterfly can be explored since it represents the combination of two ‘B’. The natural patterns is way too complicated for a logo.
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INITIAL SKETCHES
Concept 03
Grace / Natural Beauty
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Insight : This round of typographic exploration is too towards feminine side rather than showing the essence of Bonne Bell. Keep working and do more explorations.
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VISUAL DEVELOPMENT GUIDE
OVERVIEW “To all the little girls who are watching,
never doubt that you are valuable and powerful and deserving of every chance and opportunity in the world to pursue and achieve your own dreams.” Hillary Clinton
Bonne Bell is a cosmetics company Secretary targeted the youth 67th United States of State beauty market from the start. It promotes a wholesome image and a “Be fit. Look good.” philosophy. The goal of Bonne Bell is to encourage young women to express their inner beauty as well as their outer beauty through free expression. It believes that self-expression is beautiful.
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OVERVIEW
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FURTHER EXPLORATIONS Taking the insights from the initial explorations, this phrase is further explore different variations of the possible look. This process focuses on the key concept ‘leadership’, with two different directions: ‘leadership with voice’, and ‘leadership with grace’.
Concept
Leadership with Voice
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Insight : This direction is associated with many meanings that connected to the concept—leadership, confidence, and voice. It may confuse the audience. Try to keep the logo clean and simple.
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FURTHER EXPLORATIONS
Concept
Leadership with Grace
Try to explore more of geometric shapes that combine with ‘B’.
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Insight : Combing the diamond and crown is repetitive. Simplify the logo, and explore more on crowns. Geometric shapes are nice in a crown. The combination of two ‘b’ can be further explored. Keep in mind that there is a difference between king’s crown and queen’s crown.
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OVERVIEW
Bonne Bell is a cosmetics company targeted the youth beauty market from the start. It promotes a wholesome image and a “Be fit. Look good.� philosophy. The goal of Bonne Bell is to encourage young women to express their inner beauty as well as their outer beauty through free expression. It believes that self-expression is beautiful.
VISUAL DEVELOPMENT GUIDE
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OVERVIEW
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REFINED SKETCHES This round of sketches builds on the previous explorations, mainly focuses on different variations of crowns, and possible ways of combining two ‘B’ letters.
Concept
Leadership with Grace
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Insight : The curved crowns (on the left) may seem a little bit confusing, some of them even look like food, or chef’s hat. The crowns with geometric shapes have more potential to further explore.
Combining crown with letter ‘B’ is a workable direction for the logo.
Bold and abstract shapes is interesting.
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DIGITAL SKETCHES After several rounds of hand sketches, we take sketches with the most potential into digital form. We want to test how the logos look like in a more fixed form.
Concept
Leadership with Grace
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Insight : The crowns that have geometric shapes has more potentials in general, but some of them are way too complex to use in a small size. Keep working on the simple shapes.
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FINALIZATION After several phrases of experiment and explorations, we decided to use crown as our final logo. We explore mire variations of simplified shapes, trying to make this final logo simple, bold, easy to recognize and adaptable to different sizes
Concept
Leadership with Grace
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FINALIZATION
Concept
Leadership with Grace
The final look
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TYPE TREATMENT This process explores various types that work with the finalized logo. Small modifications are made on letters to better fit the overall logo and feel of the new identity.
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Serif typeface is selected as the base of the work mark, with modifications on the angle of letter to match the angle of the final logo. Serif typeface shows elegance and grace, thin and bold stroke also shows a combination of power with a touch of delicacy, which represents the image of the brand.
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SIMILAR LOGOS We look into an existed logos that could remotely be judged as similar to the one we are developing. This process helps us know better about the current logos that have been used, and better prepare us to develop a unique symbol that best represents the brand.
Logos with crowns Rolex It is a Swiss luxury watchmaker. The tall crown on top and in the middle shows elegance, heritage and high-class. The gold color also adds to the whole identity.
Hallmark It is the largest manufacturer of greeting cards in the United States. The simple and delicate crown on top of a customized script gives a sense of honor and heritage, which represent the company well.
Corona Corona Extra is a pale lager produced by CervecerĂa Modelo in Mexico. The details of the crown works well with the customized type, showing heritage and uniqueness.
KLM Airline KLM Royal Dutch Airlines, legally Koninklijke Luchtvaart Maatschappij N.V., is the flag carrier airline of the Netherland. The simple shapes combined create a bold-looking crown.
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Logos with crowns Crown Promenade Hotel It is a 4-start hotel based in Melbourne. The logo shows an unique way of using dots to create a crown.
Crown Paints Crown Paints is a major paint manufacturer based in Darwen, Lancashire. The crown that on top of the center letter “o� stands out, and help balances the whole mark.
Pandora It is a Jewelry chain featuring a variety of necklaces, rings, customizable charm bracelets & more. The crown sits well on top of a round shape. Simple but memorable.
Adidas It is a German multinational corporation that designs and manufactures sportswear. The shape combined gives a sense balance and boldness. Three lines adds contrast and make this mark unique and memorable.
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VISUAL DEVELOPMENT GUIDE
Logos with crowns King King Digital Entertainment plc, doing business as King, is a social games development company. King develops games for the web, for mobile, Facebook, and Windows 10. Using the letters to create a crown that says the word is unque and interesting.
Crown It is a supplier of beverage packaging, food packaging, aerosol packaging, metal closures, and specialty packaging products. It is interesting that the graphic shows both crown and packing boxes.
Rimmel Rimmel is a British cosmetics brand, now owned by Coty, Inc. The House of Rimmel was founded by Eugène Rimmel as a perfumery in 1834 in Regent Street, London, England. The crown sits on the first letter of the logo balance well with the secondary type on the bottom right.
Crown Crown Audio is an American manufacturer of audio electronics, and is a subsidiary of Harman International Industries. The square shape of the crown on top works well with the square looking of the type.
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Logos with letter “B” Bank of America It is a multinational banking and financial services corporation headquartered in Charlotte, North Carolina. The first logo of Bank of America. The logo showed the name Bank of America in plain block letters. Next to the name in much larger font is the letters “BA” standing for Bank of America. This simple logo expresses the banks professionalism.
Balenciaga Balenciaga is a luxury fashion house founded in Spain by Cristóbal Balenciaga, a Spanish designer, born in the Basque Country, Spain. There are also two “B” in this logo, just as the brand Bonne Bell. It shows a balanced way of combing those two letters.
Bang & Olufsen Bang & Olufsen is a high-end Danish consumer electronics company that designs and manufactures audio products, television sets, and telephones. The irregular letter “B” shows a sense of personalization, combined with the smaller round letter “O” works well. It is simple, elegant, and fun.
Bose It is an American privately held corporation, based in Framingham, Massachusetts, that designs, develops and sells audio equipment. The logo is quite simple with only unique type, the first and last letters shows balance.
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Logos with letter “B” Beats Beats Electronics is a subsidiary of Apple Inc. that produces audio products. Headquartered in Culver City, California, U.S. This logos shows a successful way of using negative space. The round letter “B” really stands out.
Blogger Blogger is a blog-publishing service that allows multi-user blogs with time-stamped entries. The unique white letter stands out on an bright orange background.
Bimota Bimota is a small Italian manufacturer of custom and production motorcycles. This logo shows an interesting way of combing two “B” letters, the color adds more contrast and uniqueness.
Box Box is a cloud content management and file sharing service for businesses based in Redwood City, California. This logo gives a simple yet effctive solution to type-only log. It also gives a nice way of combing letter, which is similar to Bonne Bell.
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Logos with letter “B” | Logos with letter “N” Blendle Blendle is a Dutch online news platform that aggregates articles from a variety of newspapers and magazines and sells them on a pay-per-article basis. This logo shows an interesting way of customizing single letters in a logo.
DBX It is a family of noise reduction systems developed by the company of the same name. This logo also shows a nice way of modifying letters in a logo.
Bloomberg Bloomberg L.P. is a privately held financial software, data, and media company headquartered in Midtown Manhattan, New York City. This logo gives a nice way of using colors in a logo. The bright color adds contrast.
Nespresso Nespresso is the brand name of Nestlé Nespresso S.A., an operating unit of the Nestlé Group, based in Lausanne, Switzerland. The unique letter “N” makes the whole logo memorable. This logo inspires me for the type treatment of the “N” in Bonne Bell logo.
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OVERVIEW
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Bonne Bell is a cosmetics company targeted the youth beauty market from the start. It promotes a wholesome image and a “Be fit. Look good.� philosophy.
The goal of Bonne Bell is to encourage young women to express their inner beauty as well as their outer beauty through free expression. It believes that self-expression is beautiful.
What we come up with.
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OVERVIEW
THE FINAL LOOK The Final Logo Moving Forward Sources
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THE FINAL LOGO
The final logo is a shape of crown that is composed of three geometric shapes. They represent three key words of the new Bonne Bell—empowered, confident and authentic. The logo represents leadership with grace.
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X
X
1/2X X X X = The height of the letter B
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MOVING FORWARD
This whole process shows our story of developing the new identity in a detailed manner. Now, we have our new logo, the next step is showing how the new logo will be used in different contexts. Follow our story.
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SOURCES
CONTENTS http://www.harpersbazaar.com/culture/features/a4056/empowering-female-quotes/ https://www.entrepreneur.com/
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PHOTOGRAPHY unsplash.com flickr.com PHOTOGRAPHER AIGA Ashton Mullins John Cobb Matt Artz Nasan Dumlao Priscilla du Preez Shannon Kelley
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DESIGN Jing (Elise) Fang elisefang415@gmail.com TY P O G R A P HY Apercu Argent P r ox i m a No v a INSTRUCTOR Hunter Wimmer GR604 Nature of Identity 2017 Fall
All rights reserved. No part of this publication can be reproduced, stored in a retrieval system or transmitted, in any form or by any means, electronic, mechanical, photocopy, recording, or otherwise, without the written permission of Bonne Bell.
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OVERVIEW
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OVERVIEW
Bonne Bell is a cosmetics company targeted the youth beauty market from the start. It promotes a wholesome image and a “Be fit. Look good.� philosophy. The goal of Bonne Bell is to encourage young women to express their inner beauty as well as their outer beauty through free expression. It believes that self-expression is beautiful.
VISUAL DEVELOPMENT GUIDE