Burt's Bees Rebranding_Visual Development Guide_02

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02 Visual Development Guide


VISUAL DECELOPMENT GUIDE

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Visual Development Guide Burt’s Bees Branding Book

In the Visual Strategy Guide, we showed the action plan for Burt’s Bees. We explained the brand’s mission statement as well as the three keywords that have served as vital guides for the development of this iconic brand. In the Visual Development Guide, we will be showing the process of how the final logo was developed—from a basic idea, all the way to the final logo. In the Visual Standards Manual, we will be demonstrating how the identity system works and how it should be used.

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VISUAL RESEARCH Identity Evolution

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New Concept

13

LOGO DEVELOPMENT Initial Sketches

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Further Exploration

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Digital Refinements

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Finalization FINAL LOGO Similar Elements Logos

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The Final Logo

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01.

Visual Research | Identity Evolution | New Concept

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Identity Evolution In order to design a logo to represent the brand Burt’s Bees in a proper way, we need to do research of the company’s history and understand the core value and brand mission. To start off the visual analysis phase, it is important to take a look at the brand mark and how it has evolved over the years. Studying how the brand mark has evolved and adapted to different mediums and materials.

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  BURT’S BEES VISUAL DECELOPMENT GUIDE

To improve the positive circle of the relationship between bees, nature and people to achieve symbiotic development.

New Concept Moving toward new visual and conceptual territories, while staying true to the brand mission requires a wide array of conceptual and visual explorations. First of all, is ideation. Identifying the key contributes that need to constitute the brand mark, which will then be explored and developed visually. Three key phases were developed based on the three keywords, which will help to develop and visualize the identity system.


Symbiosis Balance | Coorperate | Development

Responsible Balance | Corporate | Development

Respect

Equal | Independent | Education

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02.

Logo Development | Initial Sketches

| Further Exploration | Digital Refinements | Finalization

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Initial Sketches Round 1 Rough Sketch The first step was to sketch as much as possible. The initial sketches separated into 3 camps based on the 3 initial keywords, symbiosis, responsible and respect. Each of the camps has the explanation of the specific word in order to give the keyword an accurate meaning. These explorations would allow enough variety to determine what was important to discard and what had the potential to be refined in later stages.

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Symbiosis Balance | Corporate | Development

In this concept exploration, I hope that the concept of symbiosis can be embodied by linking and crossing together with hexagons. I also tried to show the close relationship between human beings and bees through the elements of hands.

Symbolic Marks

01

02


01

01

03

Two hands hold together, showing a state of protection, hexagon represents bees, reflecting the concept of environmental protection, good treatment of bees.

Like holding two fists together, it reflects the sense of strength and the concept of cooperation.

The combination of roof structure and honeycomb reflects the harmonious relationship between human beings and bees.

03

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BURT’S BEES VISUAL DECELOPMENT GUIDE

Responsible

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Balance | Corporate | Development

The honeycomb combines three upward arrows to show the concept that bees are living in a better and better environment.

In this concept exploration, I hope that the concept of symbiosis can be embodied by linking and crossing together with hexagons. I also tried to show the close relationship between human beings and bees through the elements of hands.

05 Because bee protection is a long-term process, the logo’s inspiration is to piece together the broken process into a complete hive.

Symbolic Marks

04

05


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Respect Friendly | Corporate | Development

Symbolic Marks 06


06

07

08

The upward arrow replaces the bee’s wings, reflecting the trend that the living environment of bees is getting better and better.

The combination of bees, clocks and beehive shows that the protection of bees is an irresistible trend.

Flowers embody nature. Bees are a part of nature. The human beings should protect nature and bees at the same time.

07

08

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09

10

11

The letter “S” of logotype is shown with dotted lines, which shows that bees are disappearing and arouses people’s attention to bees.

Alphabetical alignment reflects a planned goal.

The letters are arranged according to the characteristics of the honeycomb. Hexagons can arrange these letters harmoniously.

Symbolic Marks


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10

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Further Exploration Round 2 Chosen Direction After exploring different ideas, the strongest and most appropriate direction Transformation. From there, another round of sketches was made based on that only direction. This would allow discarding what wasn’t working to develop refinements on what could potentially become the final logo. The Burt’s Bees is not only protecting bees but more, it is into balancing the relationship between people, bee and nature.

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Because concepts have been diverged through rough sketches, I focus on the performance of shape injuries at this stage and consider how to better express concepts.


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Digital Refinements Round 3 Keep Refining At this stage, fewer ideas became the point of focus to narrow options down and begin a series of digital versions Despite refining most of the sketches done on the previous stage.

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Digital Refinements

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Finalization Round 3 Keep Refining This process shows finalize the direction of the logo. In the final refinement, I rounded the corners of icon and the text of the font, making it more friendly, less sharp and inaccessible.


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03. Final Logo

| Similar Elements Logos | The Final Logo

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BGCA

Child Adcocacy

Boys & Girls Clubs of America is a national organization of local chapters which provide after-school programs for young people.

Child advocacy refers to a range of individuals, professionals and advocacy organizations who speak out on the best interests of children.

IFAW

Helping Hand Service

The International Fund for Animal Welfare is one of the largest animal welfare and conservation charities in the world.

The Helping Hand is a halfway house in Singapore, registered as a Singapore non-governmental organization.

Louie’s Helping Hands

Human Rights Group

Louie’s Helping Hands aims to help improve the lives and futures of children, aged 2-11 living in Kent and the South East with multi-sensory impairments and physical difficulties.

A human rights group, or human rights organization, is a non-governmental organization which advocates for human rights through identification of their violation, collecting incident data, its analysis and publication, promotion of public awareness while conducting institutional advocacy, and lobbying to halt these violations.

ECO The Economic Cooperation Organization is a Eurasian political and economic intergovernmental organization which was founded in 1984 in Tehran by the leaders of Iran, Pakistan, and Turkey.


Similar Logo Research Logos With Hand | Negative Space

Logos With Hand

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Similar Logo Research Logos With Hex | Symmetric Logo

Logos With Hex

Symmetric Logo


WestRock

Unique Manuka Factor

WestRock is an American corrugated packaging company. WestRock is currently the 2nd largest American packaging company.

MÄ nuka honey is a monofloral honey produced from the nectar of the mÄ nuka tree, Leptospermum scoparium.

Next Next, styled as next, is a British multinational clothing, footwear and home products retailer headquartered in Enderby, Leicestershire.

CrowRise

Airbus

CrowdRise is a for-profit crowdfunding platform that raises charitable donations.

Airbus SE, from 2000 to 2014 known as the European Aeronautic Defence and Space Company.

Flattr

NCR

Flattr is a Swedish-based microdonation subscription service where subscribers opt-in to pay a monthly patronage to help fund their favourite websites and creators.

The NCR Corporation is an American company that makes self-service kiosks, point-of-sale terminals, automated teller machines, check processing systems, barcode scanners, and business consumables.

MWH Global

Lush

MWH Global Inc. Is a global water and natural resources firm, providing technical engineering, construction services and consulting services.

Mastercard Incorporated is an American multinational financial services corporation headquartered in the Mastercard International Global Headquarters in Purchase, New York, United States.

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CNN

Avery Dennison

Cable News Network is an American news-based pay television channel owned by WarnerMedia News & Sports, a division of AT&T’s WarnerMedia.

Avery Dennison Corporation is a global manufacturer and distributor of pressure-sensitive adhesive materials, apparel branding labels and tags, RFID inlays, and specialty medical products.

IBM

EA

International Business Machines Corporation is an American multinational information technology company headquartered in Armonk, New York, with operations in over 170 countries.

Electronic Arts Inc. is an American video game company headquartered in Redwood City, California.

Chevron Chevron Corporation is an American multinational energy corporation.


Similar Logo Research Negative Space

Negative Space

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BURT’S BEES VISUAL DECELOPMENT GUIDE

To improve the positive circle of the relationship between bees, nature and people to achieve symbiotic development.

The Final Logo Symbiosis | Responsible | Friendly

The new logo of Burt’s Bees is combined by the iconic shapes of two hands and beehive. Two hands hold together which means protection and the beehive conveys the meaning of bees.


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Typography Nimbus Sans Poppins Design Shuo [Hannah] Liu 04652591 Instructor & Class Information Hunter Winmer GR 604 Nature of Identity Spring 2019 Academy of Art University Printing & Binding Blurb.com

Copyright © 2019 Shuo Liu All Rights Reserved. No part of this publication can be reproduced without permission from Shuo Liu.


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