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table of contents
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Brand concept
logo development
024 036
refinements
sources
tabl of con
there is nothing more frightful than ignorance in action. —Johann Wolfgang von Goethe, German poet
CHAPTER
01 brand concept | Brand Overview The Brand Soul New Mission Statement Rebranding Objective
01
06
Esprit De Corp
Visual
Rebrand
Development Guide
Brand overview
Brand overview
Esprit de corp (1968-) by Esprit Holdings Limited Esprit Holdings Limited is a publicly owned manufacturer of clothing, footwear, accessories, jewelry, and housewares under the Esprit label. The ESPRIT brand name is licensed to other manufacturers. In addition, the group owns the Red Earth cosmetics brand.
new mission statement Support the idea of earth-friendly to encourage people to engage with social issues.
New Approaches Esprit looks further into the future. According to our three keywords, far-sighted, conscious, and sustainable, we extend our services to various forms, including products, services, environments, experiences, educational, events, and co-branding.
07
Plans to protect air and water, wilderness and wildlife are in fact plans to protect man. —Stewart Udall, American politician
CHAPTER
02 logo development | Buzzwords Mindmaps Sketches
02
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Esprit De Corp
Visual
Rebrand
Development Guide
Logo development
Logo Development Buzzwords
Step #01 Buzzwords
| Gather and analyze the buzzword of the competitors and develop the keywords which I'm going to use for the rebrand.
Relevant
accountable eco-friendly natural responsible far-sighted cruelty-free equitable waste-free
Neutral
Bankrupt
stylish fashion individual empowered profitable simplicity
Hopes to own
conscious authentic relaxed sustainable natural influential biodegradable intelligent global collective
accountable far-sighted equitable conscious sustainable influential
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Esprit De Corp
Visual
Rebrand
Development Guide
Step #02 mindmaps
| Evolving the initial keywords into key phrases that will be used to guide the visual development of your brand.
Three Keywords:
Far-sighted Conscious Sustainable
Far-sighted–Broad but directional.
012
Logo Development Mindmaps
Conscious–Understand what's good and what's right.
Sustainable–Give and take in a harmonious way.
013
Esprit De Corp
Visual
Rebrand
Development Guide
Step #03 Sketches
| Generate sketches in 3 divergent concepts.
concept 01 far-sighted | Broad but directional.
014
Logo Development Sketches
concept 02 conscious
| Understand what's good and what's right.
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Esprit De Corp
Visual
Rebrand
Development Guide
concept 03 sustainable
| Give and take in a harmonious way.
016
Logo Development Sketches
017
We are all equal in the face of nature. —Noah Hawley, television writer and producer
Module
03 refinement | Refined Sketches Final Version Logo Anatomy Clear Space Logo Restrictions Look-a-like Logos
03
020
Esprit De Corp
Visual
Rebrand
Development Guide
refined sketches
Refined Sketches
Final options
version #1
e leaf
loop
letter e
infinite
human
version #2
leaf
version #3
021
e hand
letter e
02
Esprit De Corp
Visual
Rebrand
Development Guide
final Version
This is the final version of Esprit's new logo. It is the combination of a leaf, a loop symbol, and the letter e. It represents the spirit of farsighted, conscious, and sustainable, which perfectly match with Esprit's brand mission.
e leaf
022
loop
letter e
Brand Guideline The New Logo
023
Esprit De Corp
Visual
Rebrand
Development Guide
Black & White Version
024
Logo Development The New Logo
LOGO anatomy
3X
2X
X
X
9X
X
X
X
X
2X
3X
X X X 3X
X X X 3X
X X X X X X X ½X 2.5X
2X
2. 5X
2X
0. 75X
1. 5X
1.25X
* X is the width of the stroke.
025
Esprit De Corp
Visual
Rebrand
Development Guide
clear space
| Clea Space is the area surrounding the signature that must be kept free of other graphic elements. The minimum required clear space is defined by the measurement "X," which is derived from one unit of the stroke.
2X
2X
2X
2X
X
2.5X
2X
2X 2X
026
2X
Brand Guideline Clear Space
2X
2X
2X
2X
X
2X
2X 2X
2X
2X
2X 2X
2X
2.5X
2X
2X 2X
2X
027
Esprit De Corp
Visual
Rebrand
Development Guide
size restrictions
| The following chart is dimension restriction that help to indicate the proper signature size to use in the different design situations.
Symbal Signature
Logotype
028
Brand Guideline Size Restrictions
Signature
Symbal
Logotype
1.5 x 1.5
1.5 x 1
1.5 x 0.5
1x1
1 x 0.75
1 x 0.3
0.7 x 0.5
0.7 x 0.1
1 inch and above
1 inch and below
0.5 inch and above
0.5 inch and below 0.5 x 0.3
029 0.3 inch
Esprit De Corp
Visual
Rebrand
Development Guide
look-a-like logos
| 20 logos in any field that could be judged as similar to the logos I'm presently developing.
Jotley's
Associated Wholesalers
Non-metal cable clips manufacturer.
software and mobile application company.
Expedia
Enlitic
Software company.
Educational and training services company.
Dawnbreaker
E-team
e-mark
Education services company.
Printing company.
Marketing consult company.
GPCP IP Holdings
 MDC GROUP
EMS SOFTWARE
030 Education services company.
Transportation services via mobile applications.
Computer software company.
Logo Development Look-a-like Logos
Echelon Fitness
Fitness company.
Enterprise Holdings
Ergotron
Office furniture company.
FCI USA
Evolve Vacation Rental Network
Real estate services.
Nature's Gifts International
Resync
Envirocleans
Educational services company.
Industrial manufacturer.
NUTRE
Standard Pacific Corp
031 Entertainment company.
Electrical connectors.
Vegetable-based waxes manufacturer
Meal delivery services.
Building construction and consultation services.
032
Esprit De Corp
Visual
Rebrand
Development Guide
sources wipo.int sightunseen.com
033
Instructor _ Hunter Wimmer Support Instructor _ Monica Berini
Design _ kelly Chen
02