Pond's visual development guide

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02 / Visual Development Guide

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Hi, there.

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CONTENTS

01 / Logo Research

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Previous Identity

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Visual Concept

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02 / Development 14

Initial Sketches

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Refined Sketches

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Digital Sketches

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Refinement

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Logotype

03 / Final Look 38

Similar Logo

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The New Mark

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01 / Logo Research 08

Previous Identity

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Visual Concept

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Previous Identity The bloom of the iconic tulip.

POND’S introduced its iconic Tulip logo in the 1960s, a symbol of feminine beauty that has since then epitomized the brand’s promise of radiant skin, no matter what your skin is facing.

The first logotype from 1969 to 2007, the stokes are very thin and has tiny serifs that look elegant. It chose tulip as their logo means warm and delicate petal symbol to the soft skin.

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1969-1993

1993-2002

2002-2004

2004-2007

2007-2011

2015-present

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Visual Concept The future identity of Pond’s will reinforce the values of the company and also reflects the mission statement to obtain our goal.

Objective In the future extension, Pond’s will not only focus on skin care products. Instead, we will entirely utilize out high-end scientific technology to bring people possibilities. So on logo design, it emphasize science, but keep nature and beauty as well.

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Beauty To bring people beauty, not only outside beauty, but also inside.

Natural Providing customer with 100% natural ingredients products.

Scientific Using Science to help people build their beauty better.

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02 / Development 14

Initial Sketches

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Refined Sketches

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Digital Sketches

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Refinement

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Logotype

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Initial Sketches Beauty This is the first round of initial sketches. The whole process explored as many variations as possible based on the three keywords. The first concept is “beauty”. I started sketch with butterfly and flower, some objects connect with beauty.

1. This one is just pretty and elegant, doesn’t include the other two keywords so it’s hard to develop to my identity.

2. The geometric shape is a good break through, the hexagon and the rose present rudiment of scientific beauty.

3. Logotype can start from this, curve stroke convey the natural feeling, also use leaf instead of the mark.

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Initial Sketches Nature Our goal is to provide customer 100% plant made products. So for this concept, I start to play with leaf. From our standpoint, natural ingredients means trusted, so I also bring trust concept in it to bring more potential meaning.

4. The four leaf layout together looks like a flower which represent beauty. The geometric shape can convey scientific feeling as well.

5. Has potential to develop because of the shape and line.

6. The shape between geometric and leaf works well.

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Initial Sketches Scientific Science is the core of our brand, to bring scientific feeling in our visual identity is the most effective way to show our mission statement. So I use chemistry symbol and geometric figure to accomplish the sketch.

7. The round shape and the line within the shape make it looks like a cell. So it feel connect with science.

8. A capital “p� within the hexagon transfer the information quite well but keep refining.

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Ref ined Sketches The refinement mainly start from leaf and capital “P�. All those are trying not to convey one concept, but unite multiple meaning when I sketch those.

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Digital Sketches After several round of sketches, we took some logos with most potential into digital form. We want to test how the logos in more fixed form.

P

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Ref inement I chose two direction to refine. Different expression of science plus nature. I drew the curve of the stroke in three different ways, to see which way can convey the scientific feeling most. For the leaf shape, I tried various degrees of the curve.

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Logotype For the logotype design, I tried serif and san-serif. Serif make the contrast with the logo and convey elegant which match the keyword “beauty�. For the san-serif, I used the keep same method on curve with logo. Also treat the mark stand out as a leaf.

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03 / Final Look 38

Similar Logo

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The New Mark

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Similar Logos Those are logos which I found with special strokes. Some curve are pretty similar with our new logo. From finding those logos, I know more possibility about stroke logo design.

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Stroke

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Similar Logos Those are some logo design with leaf and geometric shape. I see different leaf and shape using, the identity is clear convey those brand. I can know what’s their business from their logo.

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Leaf

Geometrical

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New Mark The new logo start with initial cap “P” which represent Pond’s.

The “P” is separated to two part, the top part keep the geometric shape, which can convey the feeling of science, and the stem is created from a leaf that symbolize nature and beauty.

P Cap “P”

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+ Scientific

Nature

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Designer Klorysa Luo

Typeface Lora Europa

Instructor Hunter Wimmer Spring 2019 Natural of Identity

Sources Pond’s.com wikipedia.org / pond’s Logopedia.com

Photography vcg.com Unsplash.com Flickr.com

All rights reserved. No part of this publication can be reproduced without written permission of Klorysa Luo.

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