Parker Pen Company Art 323B Graphic Design 2 Professor Jane Dorn Spring 2014 Š Joshua Avenall, 2014
Mood Board
The Parker Pen Company was founded in 1888 when George Stafford Parker couldn’t find a pen that would not leak and write well. In 1889 that vision was realized when George patented the “Lucky Curve” pen which would draw the ink back into the reservoir when not in use. Since then the Parker Pen Company has been a leading manufacturer and innovator of premium writing instruments. Some innovations include quick drying ink, the Parker 51 and more recently Parker 5th.
Background
The A.T. Cross Company is a manufacturer of luxury writing instruments, stationary, reading glasses, wallets and watches. Cross Pens compete to the same market that the Parker Pen Company also competes; however, Cross pens are all guaranteed with a lifetime mechanical warranty.
Competitors
Mont Blanc is a manufacturer of luxurious high-end pens, stationary, jewelry, perfume and leather goods. Mont Blanc products are extremely expensive, their least expensive pen costs $330 which is on the very high end of Parker Pen.
Competitors
Pilot Pen manufactures pens. Under the Pilot name the company produces cheap, disposable pens; however, under the name Namiki they produce very luxurious pens. So basically Pilot attracts people looking for disposable pens to a person looking for a $15,000 gold pen!
Competitors
C=0 M=0 Y=0 K=0 R=255 G=255 B=255 #ffffff Hex No Pantone
C=65.93 M=63.92 Y=67.42 K=67.44 R=46 G=42 B=17 #2e2a25 Hex Pantone Black C
C=4.99 M=.66 Y=46.31 K=0 R=245 G=240 B=161 #f5f0a1 Hex Pantone Yellow 0131 C
I chose Black, White and Grey as my main colors because of their cleanness, and association with elegance and simplicity. Yellow was chosen an the ascent color because it is a warm and approachable color.
C=22.82 M=20.88 Y=25.71 K=0 R=198 G=191 B=182 #c6bfb6 Hex Pantone 400 C
Color Swatches
Univers 55 Roman and 47 Light Condensed
Akzidenz-Grotesk Medium and Regular
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Univers 55 Roman and Eames Thin
Gotham Medium and Baskerville
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Akzidenz-Grotesk and Garamond
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Type Studies
Imagery
Shapes
Textures
Elegance Wealth
Be the Best The Highest Quality
Power
Quality over Quantity
Clean
The Perfect Combination of Form and Function
Innovative
The Gold Standard
Beauty Shiney
Words and Phrases