MARY KAY
VISUAL DEVELOPMENT GUIDE
VISUAL DEVELOPMENT GUIDE
02_
MARY KAY
VISUAL DEVELOPMENT GUIDE
VISUAL DEVELOPMENT GUIDE
02_
MARY KAY
VISUAL DEVELOPMENT GUIDE
“
A MEDIOCRE IDEA THAT GENERATES ENTHUSIASM WILL GO FURTHUR THAN A GREAT IDEA THAT INSPIRES NO ONE. Mary Kay Ash
”
MARY KAY
VISUAL DEVELOPMENT GUIDE
THE TABLE OF CONTENTS
01 VISUAL ANAYSIS 01. 001
The Old Logo
09
01. 002
New Concept
10
01. 003
Competitors’ Logos
12
01. 004
Similar Logos
14
02
IDENTITY DEVELOPMENT 02. 001
Logo Sketches
18
02. 002
Computer Sketches
28
02. 003
Refinement
30
02. 004
Finalized Logomark
34
02. 005
Finalized Logotype
36
02. 006
Logo Finalization
38
01_ VISUAL ANAYSIS 01. 001
The Old Logo
01. 002
New Concept
01. 003
Competitors' Logos
01. 004
Similar Logos
MARY KAY
VISUAL DEVELOPMENT GUIDE
VISUAL ANAYSIS // THE OLD LOGO
MARY KAY
VISUAL DEVELOPMENT GUIDE
THE OLD LOGO 01. 001
Before developing the new visual identity of Mary Kay I had to understand and examine the soul of their old look, not only in the visual elements but also their old concept. As we know Mary Kay is one of the largest cosmetics companies in the United States, specializes in the manufacture and direct sale of more than 200 products, including skin creams, cosmetics, fragrances, dietary supplements, and other personal care items. The old Mary Kay logo used a simple serif typeface—Shango Medium. This typeface has an elegant design, and this typeface can also reflect the sprit of elegence and beauty. The pink and black color also showed the feminine, elegant and old fashion visual feeling of the brand.
09
VISUAL ANAYSIS // NEW CONCEPT
NEW CONCEPT 01. 002
To design the new identity I had to do research and brainstorm. For the rebranding strategy, I went back to the brand’s roots and carried forward the brand's original soul, which is to empower young women to be confident and engaging individuals to achieve their dreams and lead the world. I intend to use “MK” as a symbol to represent Mary Kay in the future. After done research I find three main ideas that highlight our future direction and help us explore a new visual system that fits our soul and mission.
MK Initial MK
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VISUAL DEVELOPMENT GUIDE
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IDEA_01
CONFIDENT & INDIVIDUAL The soul of Mary Kay is to empower young women to be confident and engaging individuals to achieve their dreams and lead the world. So I chose confident and individual as my first idea to create the new visual identity.
IDEA_02
POWERFUL Considering the soul of Mary Kay, we want to empower women and give them power to lead their life and world. So I chose power as the second direction for the new visual system.
IDEA_03
ELEGANT & BEAUTIFUL The third concept for the new Mary Kay is to keep exploring the feeling of feminine power and beauty in professional business world.
VISUAL ANAYSIS // COMPETITOERS' LOGOS
COMPETITORS' LOGOS 01. 003
For the rebranding strategy, I will carry forward the brand original soul which is to empower young women to be confident and engaging individuals to achieve their dreams and lead the world. So the future competitors will be business schools, platforms and organizations that focus on helping women get into a successful life. Most competitors in this filed have logo with only typeface or combine with geometry graphic.
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VISUAL DEVELOPMENT GUIDE
13
VISUAL ANAYSIS // SIMILAR LOGOS
SIMILAR LOGOS 01. 003
Through logo research, we could see many other successful brand logo samples. We intend to use MK on the logo to represent Mary Kay. The other idea is to use a crown and chess queen chess to represent the meaning of power. We would like to explore other designs for inspiration and to avoid similarity with other logos.
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VISUAL DEVELOPMENT GUIDE
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MARY KAY
VISUAL DEVELOPMENT GUIDE
02_ IDENTITY DEVELOPMENT 002. 01
Logo Sketches
002. 02
Computer Sketches
002. 03
Logo Refinements
002. 04
Finalized Logomark
002. 05
Finalized Logotype
002. 06
Finalization
IDENTITY DEVELOPMENT // LOGO SKETCHES
LOGO SKETCHES 02. 001
IDEA_01
CONFIDENT & INDIVIDUAL
The soul of Mary Kay is to empower young women to be confident and engaging individuals to achieve their dreams and lead the world. So I chose confident and individual as my first idea to create the new visual identity. I tried to use a heart and diamond to combine with MK to represent the meaning of self confidence and personal value. After trying to sketch, I found the shapes of the heart and diamond were too girly, not fitting the image of the new Mary Kay. After the first sketch version I decided to stop exploring this idea.
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VISUAL DEVELOPMENT GUIDE
19
IDENTITY DEVELOPMENT // LOGO SKETCHES
IDEA_01
CONFIDENT & INDIVIDUAL
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VISUAL DEVELOPMENT GUIDE
21
IDENTITY DEVELOPMENT // LOGO SKETCHES
IDEA_02
POWERFUL
Considering of the soul of Mary Kay, we want to empower women and give them power to lead their life and world. So I chose power as the second direction for the new visual system. The second idea was to use crown and chess to represent the image of becoming the queen and ruling their future. After I did a lot of sketches I decided to keep exploring more on this idea.
MARY KAY
VISUAL DEVELOPMENT GUIDE
23
IDENTITY DEVELOPMENT // LOGO SKETCHES
IDEA_02
POWERFUL
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VISUAL DEVELOPMENT GUIDE
25
IDENTITY DEVELOPMENT // LOGO SKETCHES
IDEA_03
ELEGANT & BEAUTIFUL
The third concept of the new Mary Kay is keep exploring the feeling of feminine power and beauty. I tried to use the flower, butterfly and and swan as the elements to create the logos. Ater sketching out the ideas, I felt they didn't show the right feeling for Mary Kay's new identity. I chose not to keep developing in this direction.
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VISUAL DEVELOPMENT GUIDE
27
IDENTITY DEVELOPMENT // COMPUTER SKETCHES
COMPUTER SKETCHES 02. 002
IDEA
POWERFUL
After trying many pencil sketches to explore ideas for Mary Kay, I focus on the idea of a crown and chess to represent the meaning of powerful. The soul of the new Mary Kay is to empower women and give them power to lead their life and world. So I chose power as my final direction for the new visual system. For further development, I worked on the crown and letters MK to create the meaning of a queen and power for Mary Kay's new identity.
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VISUAL DEVELOPMENT GUIDE
29
IDENTITY DEVELOPMENT // LOGO REFINEMENT
LOGO REFINEMENT 02. 003
IDEA
POWERFUL
For the last step of computer sketches, I decided keep using the crown and queen for logo development, and I also added the queen of chess as a graphic element and combined it with type. Considering the soul of Mary Kay, we want to empower women and give them power to lead their life and world. As we know the chess queen is known as the most powerful and useful piece in chess, even more than the king. So considering this I chose to use the queen as a graphic element for the Mary Kay. The bold typeface can also show the power and strength of women.
MK
+
+
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VISUAL DEVELOPMENT GUIDE
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IDENTITY DEVELOPMENT // LOGO REFINEMENT
IDEA
POWERFUL
�
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VISUAL DEVELOPMENT GUIDE
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IDENTITY DEVELOPMENT // FINALIZED LOGOMARK
FINALIZED LOGOMARK 02. 004
This the final version of new Mary Kay's logo Mark. The chess queen is known as the most powerful pieces in chess even stronger than king. New Mary Kay want to empower young women to be confifdent and engaging individuals to rule their life and future. That's why chess queen is such an appropriate choice to represent Mary Kay's renewed identity. The MK symbol is constructed from the golden ratio. The symbol is graphically simple so it will function in all media: electronic, print, on-screen and display. The design works in both large and small scales..
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VISUAL DEVELOPMENT GUIDE
35
IDENTITY DEVELOPMENT // FINALIZED LOGOTYPE
FINALIZED LOGOTYPE 02. 005
To ensure consistency, the logotype was extractes from the same serifs treatment as the logo mark. Our intent is to emphasize the stylized M and K as the most important visual asset of the brand and give our customers an epresent the professional, powerful elegant and memorable symbol for our company
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VISUAL DEVELOPMENT GUIDE
37
IDENTITY DEVELOPMENT // LOGO FINALIZATION
LOGO FINALIZATION 02. 005
4x
0.5x 0.75x
0.5x
0.5x 0.75x x
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VISUAL DEVELOPMENT GUIDE
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Mary Kay visual identity program is more than a symbol. It is a combination of M and K together, to bring the feminine, elegant, professional and Mary Kay spirit to life.
MARY KAY
VISUAL DEVELOPMENT GUIDE
“
EVERY ACHIEVEMENT, BIG OR SMALL, BEGINS IN YOUR MIND. Mary Kay Ash
”
Copyright Š 2016 Jing Ge gejing89109@gmail.com This book is non-commercial project for education purposes and is not intented to represent the Gourmet brand. Design //Jing Ge Class // Nature of Identity Professor // Hunter Wimmer Photography // Stefan & Janni, Lals Stock Viktor Hanacek, Matt Erickson, Eve Farb, Roman Trofimiuk All right reserved. No part of the publication may be reproduced, stored in a retrieval or transmitted, in any form or by any means electronic, mechanical, photocopy, recording or otherwise, without the written permission of Jing Ge.
MARY KAY
VISUAL DEVELOPMENT GUIDE