02 TOM’ S OF M A I N E Visual Development Guide
02 TOM’ S OF M A I N E Visual Development Guide
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Visual Development Guide
CON TEN TS
01 LOGO R ESEA RCH 1.1 Former Look and History 1.2 Future Direction
8–9 10–11
02 LOGO DEV ELOPMEN T 2.1 Initial Sketches–Phase One
14–19
2.2 Initial Sketches–Phase Two
20–21
2.3 Digital Sketches
22–23
2.4 Color Exploration
24
2.5 Final Direction
25
03 F INA L V ERSION 3.1 Similar Logos
28–31
3.2 The New Mark
32–33
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Visual Development Guide
01. LOGO R ESEA RCH
1.1 Former Look and History 1.2 Future Direction
Tom’s of Maine
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FOR M ER LOOK A ND HISTORY
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Visual Development Guide
The core identity of Tom’s of Maine is being a philanthropic firm that puts out sustainable products that are healthier and safer. T om’s of Maine’s major concerns are the environment, the c ommunity, their employees, and providing natural high-quality products for everyone. The logo of Tom’s of Maine is distinguished round. Using the typeface with a round end, open circle and its inclined angle give people a friendly and softness feeling of the brand. In addition, the round shape all around the wordmark reflects the protective, safe, and attentive aspect of the brand. The shape also refers to earth, which represents the environmental consciousness of the brand. The logo uses a clean and natural color palette and reflects the eco-friendly and healthy value of the brand. However, the current logo lacks a strong and unique brand identity that reflects the soul of the company. the brand feels generic and ordinary without giving people much positive impression,
Until 2010
2010– Present
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The mission of Tom’s of Maine is to increase people’s health awareness through a holistic approach to simplicity and environment-friendly. The Mission Statement, Tom’s of Maine
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Visual Development Guide
F U T UR E DIR ECTION
The future identity of Tom’s of Maine will be essential to reinforce the values of the company and reflects the mission statement to attract our target audience.
Future Objective
Keywords
Instead of only selling natural ingredient personal care products, Tom’s of Maine may explore people’s internal health and provide a wide range of products to help simplify their personal life. In addition, Tom’s of Maine can also provide services to helps people pursue a simple and healthy lifestyle by partnering with companies who advocate minimalism and cooperate with organizations to advocating zero pollution and eliminate genetic modification on all of its expansion.
01 Simplicity Reduce unnecessary process and remain all essentials.
02 Conscientious Environmental friendly and sustainable development.
03 Natural
Natural ingredients provide protections to health.
Tom’s of Maine
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Visual Development Guide
02. LOGO DEV ELOPMEN T
2.1 Initial Sketches–Phase One 2.2 Initial Sketches–Phase Two 2.3 Digital Sketches 2.4 Color Exploration 2.5 Final Direction
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INITI A L SK ETCHES–PH ASE ONE
Camp 01 Simplicity Reduce unnecessary process and remain all essentials.
For the first camp, I started using geometric shapes and simple lines to show the simple look and feel. Avoiding complicated illustration and graphic gives people a clear impression of the brand. Some alternative keywords of simplicity are purified, clean, minimalist, etc.
Highlights The one that highlighted on the right side has more potential to be explored than others. From the design point, If I choose to use wordmark as the final logo, the word mark should have more personality than the one combines icon and wordmark.
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Visual Development Guide
01
Tom’s of Maine
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INITI A L SK ETCHES–PH ASE ONE
Camp 02 Natural
Natural ingredients provide protections to your health.
Leaves can represent natural and organic. In general, soft, round and organic shapes are feeling harmless, friendly and inviting. In this natural camp, I mainly used these organic shapes because they capture the naturally occurring shapes of nature and create those soft fuzzy feelings that a mathematically perfect circle can’t.
Highlights This camp has the most potential sketches to be explored. Simplicity can be expressed in many ways. Fresh and simple leaves, abstract leaves with an overlay as well as the combination of capital “T“ and leaf. Be careful with some shapes which have feminine looking and feeling.
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Visual Development Guide
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INITI A L SK ETCHES–PH ASE ONE
Camp 03 Conscientious Environmental friendly and sustainable development.
For this camp, I focused on environmental care and sustainable development. I started with curvilinear and rounded shapes which represent the conservation of nature and stands for eco-friendly and sustainable development.
Highlights The highlighted symbol on the right side represents sustainable development by using a round shape. Three leaves in this logo also show the focus on nature and environmental care. A capital letter “T“ can be seen through the placement of leaves.
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Visual Development Guide
Tom’s of Maine
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INITI A L SK ETCHES–PH ASE T WO
Direction 01 simplicity Based on the chosen symbol from the last phase, I develop more symbol with geometric shapes and abstract leaves.
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Visual Development Guide
Direction 02 Holistic In this direction, I combine simplicity, natural and conscientious to establish this “holistic“ direction and show three main brand values.
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DIGITA L SK ETCHES
Direction Holistic Establishing the “holistic“ approach by combining three keywords, which are simplicity, natural, and conscientious to increase people’s health awareness.
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Visual Development Guide
In this step, I move to the computer and turned the sketches into digital version based on last phase feedback and chosen symbols and began to add colors. I found that I should explore more about the round shape and abstract leaves.
Tom’s of Maine
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COLOR EX PLOR ATION
Description I explored color options based on the chosen shapes. The highlight symbols have more potential to be developed than the others.
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Visual Development Guide
F INA L DIR ECTION
Description All the highlight colors and shapes on the left page could work. So I chose this logo as my final direction. The logo looks clean, fresh and natural to represent the main values of the company. The leaves represent the natural value of our brand. Sustainable development and environmental conscientious are reflected by the round and open shape. The logo combines with light-weight type give people simple and clean looking and feeling of the brand. In addition, I modified the word mark to represent simplicity in a better way.
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Visual Development Guide
03. F INA L V ERSION
3.1 Similar Logos 3.2 The New Mark
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SIMIL A R LOGO R ESEA RCH
Description
01 Humble Seed
I have chosen several potential symbols from the l ast step to develop with. I did some research on looka-like logos in any field that is judged as similar to the one I developing. The logo that I searched for was based on the symbol of leaves.
It provides non-GMO, non-hybrid, and organic seed.
02 Dr.organic Natural skincare, body care and haircare products company.
03 Whool Foods Market Eco-minded chain with natural & organic grocery items, housewares & other products.
04 Pangea Organics Pangea Organics produces makeup and skin care products with added natural essential oils, nutrients and antioxidants.
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Visual Development Guide
05 Simple Truth
09 The Plant
Simple Truth’s foods provide a simple, uncomplicated and trustworthy solution to the challenge of simply better living.
The plant cafe serves organic ingredients, ethically raised organic meats and sustainable seafood.
06 Pai
10 A New Leaf
Certified Organic Skincare for Sensitive Skin.
It is providing a broad spectrum of support services to help individuals and families in crisis.
07 Phytora
11 Sweet Leaf
Natural skincare products brand.
It’s sweetener with zero calories, zero carbs, a non-glycemic response, and no artificial ingredients.
08 Alba Alba Botanica makes organic skin and hair care products that are good for your body and the Earth.
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Differentiate
12 Alpha
These logo designs are clean, fresh and natural to represent companies. Minimalist logos work well with green colors. Leaves are obvious in these logos.
The company provides naturally powerful anti-aging skin care products.
Our logo is using abstract leaves as graphic elements. Six leaves form a radial shape in a circle. This symbol reflects the holistic by combining simple, natural, and conscientious feeling. 13 Nature’s Gate Nature’s Gate offers a cohesive line of holistic beauty products.
14 Melaleuca The largest online wellness shopping club.
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Visual Development Guide
15 Fresh Wave
18 Wisdom
Products help remove odors using safe, natural ingredients, like water and plant-oils.
The maker of SweetLeaf Stevia Sweetener products.
16 Kashi
19 Plum Organics
Nutritious foods brand
Plum Organics is a company provides organic baby foods.
17 Foodland Ontario
20 Wild Clover
Foodland Ontario is a consumer promotion program of the Ontario Ministry of Agriculture, Food and Rural Affairs.
Organic Clothing Company.
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THE NEW M A R K
The new mark of Tom’s of Maine is a combination of both a leaf shape, a flower shape, and a circle. Using six pieces of leaves forming a simple flower as the main icon of our new mark represents the key values of new Tom’s of Maine—simplicity, conscientious, and natural. The missing part of each leaf reflects reducing the unnecessary parts but remain the essential parts, and people can still figure out the shape that we want to emphasize.
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Leaf
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+
Circle
–
Flower
Unnecessary Parts
Visual Development Guide
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SOURCES
Contents https://www.tomsofmaine.com https://www.tomsofmaine.com/products/product-certification https://www.tomsofmaine.com/our-promise/our-mission
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Visual Development Guide
Phptpgraphy unsplash.com https://www.shutterstock.com https://ourordinarylife.com/2014/01/a-healthy-new-year-with-toms-of-maine/
Phptpgrapher Evie Shaffer Matt Stephen H Georgia de Lotz
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Designed by Yi Tian Printing & Binding: Blurb.com Course: Gr 604 Nature of Identity Instructor: Hunter Wimmer Semester: Spring 2019 School: Academy of Art University
Copyright Š 2019 Yi Tian 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, including photocopy, or any storage and retrieval system, without prior written permission.