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UNITED COLORS VISUAL DEVELOPMENT GUIDE ERICA LUCY FIRST PUBLISHED IN 2016
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V I S U A L S T R AT E G Y G U I D E | C H A P T E R T I T L E
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FIRST DRAFT: NEW LOGO EXPLORATION 16 DIVERSITY 22 RADICAL 30 GLOBAL
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SECOND DRAFT: ANOTHER DIRECTION 36 IGNITE 40 SPARK/CHANGE
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DIGITAL DRAFTS: TRANSLATION OF REFINEMENTS 50 DIGITAL EXPLORATION 52 DIGITAL REFINEMENTS 56 FINAL DESIGN
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THIRD DRAFT: REFINEMENTS 48 IGNITE THE SPARK
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THE OLD MARK The old mark has taken on so many different variations and names over the years. Here is a timeline of that progression and evolution. 10
1969
1972
1977
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1989
Designed by Toscani, in 1989
1996
2009
Vignelli designed this in 1996
Designed by Pentagram in 2009.
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THE NEW CONCEPT THE NEW UNITED COLORS IS ONE OF DIVERSITY, RADICALISM, AND GLOBALISM. 13
The first process to develop the identity of Benetton starts from logo design that bases itself on the research and brainstorming of the brand soul. It is divided into four phases and starts from sketches then finalizing in the computer. When exploring the possible concepts of what the new logo should embody, a few keywords were formed. The are listed below. The goal was to first explore, through sketching these words, in abstraction, and come up with possible new directions for the logo.
KEYWORDS: DIVERSITY RADICAL GLOBALISM
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NE W LOGO E XPLOR ATION
FIRST DRAFT DIVERSITY RADICAL GLOBALISM
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FIRST DRAFT: IDEA O1
DIVERSITY
The first keyword to be explored was diversity. When looking at diversity, the first idea that comes to mind is how to create that change. The idea behind this is coming together to bring out the best in people. Upon exploring this exploration diversity was found it too kitsch and overdone. Ultimately, it was useful in the exploration of what it is to be a part of the world as a whole, but imagery that is associated with diversity, can be a bit overused. 16
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While exploring diversity, I liked the idea of connecting and embracing our diversity. That is the idea behind this sketch, which is meant to explore the idea of connecting with others from around the world.
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FIRST DRAFT: IDEA O2
RADICAL
This was probably the most successful exploration, where the exploration of the idea came up with explosion or ignition, the spark the create change. In particular the idea of sparking that idea in others was key and can be seen in this very early sketch here.
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Although, it was done a bit subconsciously, there seems to be a growing willingness to explore the idea of sparking or igniting an idea, which is what the new organization of United Colors wants to do. Ignite and spark the ideas of those who want to change the world for the better.
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FIRST DRAFT: IDEA O1
GLOBALISM
Similar to radical, globalism seems to insight the idea of connection with place, because of that many of these sketches have a geographical nature to them, and interpretation that might seam more universal, and even relating to the idea of the universe and outer space.
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02 UNITED COLORS
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ANOTHER DIRECTION
SECOND DRAFT IGNITE SPARK/CHANGE SPARK, THE NEW DIRECTION
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SECOND DRAFT: IDEA O1
IGNITE The idea of igniting the kind of radical change that United Colors wants with its views means that there needs to be some kind of ignition to change. This is where the exploration of a small flame began. Ideas are often metaphorically referred to as an ignition of thought. That is what we want to enable in our new audience, an ignition of new thought and ideas of unity and diversity. 36
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SECOND DRAFT: IDEA O2
SPARK/CHANGE
After further exploration, it was found that a spark represented the new United Colors the best. The spark represents the idea of change and the fire that can lead from that. Education, and research as long been the best way to encourage people to change the world, so United Colors wants to encourage that spark and ultimately that trans40
fers very well with the interpretation of the new logo.
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After further exploration, it was found that a spark represented the new United Colors the best. The spark represents the idea of change and the fire that can lead from that. Education, and research as long been the best way to encourage people to change the world, so United Colors wants to encourage that spark and ultimately that transfers very well with the interpretation of the new logo. After this was discovered, the exploration began to explore how best to show the world that we live in. How can the logo represent unity and diversity at the same time. The idea that igniting ones ideas can bring the ultimate change. Additionally, we began to explore ways of showing unity and diversity and the same time. Thus, an exploration of spheres and circles began to be explored.
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REFINEMENTS
THIRD DRAFT IGNITE THE SPARK
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THIRD DRAFT: IDEA O2/01
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After all of this exploration, the most interesting concept that was developed came from the idea of Radical, and the idea of igniting those radical ideas to create and encourage change. With that in mind, the idea of a sphere or circle representing the world also felt compelling. While exploring that idea, it was decided to design a line system that represented the seven continents that the western world has adopted. A system of cross hatched lines that represent the continents of the world in the shape of a sphere, i.e. the earth, and with this a new direction was created. Additionally, it was noted that the line
design also bares a slight resemblance to the previous design of the benetton stitch logo. Which is a logo that was developed in the late 1960’s to represent the growth and change of this once mundane clothing company. The original logo for Benetton utilized a stitch pattern to highlight its base product which was knit wear. For the new logo the line design bares a slight resemblance to the older logo, a kind of homage to the past.
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TR ANSL ATION OF IDE AS
DIGITAL DRAFTS DIGITAL EXPLORATION FINAL RENDERINGS
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FOURTH DRAFT: IDEA UNIQUE
DIGITAL EXPLORATION
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FOURTH DRAFT: UNIQUE IDEAS
DIGITAL REFINEMENTS
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With the final design roughly figured out, it became about refining the logo and making it a cohesive design. Eventually, it was noted that the design was a bit harsh and needed to be softened. So the corners were rounded and when the logo type was decided, it was a relatively easy to use the U of United and shape the logo to mimic the typeface.
KEYWORDS: DIVERSITY RADICAL GLOBALISM
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Vector version 01
Vector version 02
Vector version 03
In version 01 the initial shape
Here the edges have been
It feels much more cohesive
is formed but feels incomplete.
curved and made to look softer
and curved now and is close
Also the sharp corners of the
but the design still needs to feel
to finalization, which is what
lines looks harsh
more cohesive.
happened next.
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FOURTH DRAFT: UNIQUE IDEAS
FINAL DESIGN
7 CONTINENTS = 7 LINES
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THE U SHAPE OF THE LOGO TYPE
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SOURCES
BENETTON GROUP http://www.benettongroup.com/ COMPARATIVE STORY OF BENETTON https://www.scribd.com/doc/123954090/Comparative-Studyon-Brand-Identity-of-Esprit-and-United-Colors-of-Benetton
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STOCK.ADOBE.COM https://stock.adobe.com/
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COLOPHON
Copyright Š 2016 Erica Lucy Erica.L.Lucy@gmail.com www.ericalucy.com This book is a non-commercial project for educational purposes and in no way represents the United Colors of Benetton Brand. 64
Designer / Erica Lucy Class / Nature of Identity Professor / Hunter Wimmer Semester / Fall 2016
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, recording, photocopying or otherwise, without prior permission of Erica Lucy.
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