Honest by Logotype Process Book by mclauer

Logotype Process Book by Maria Cesilia Lauer

HONEST

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introduction 50 descriptive words current brand logo mood boards logomark development finished logomark final logomark

Created by Bruno Pieters, Honest by is the first company in the world to share the full cost breakdown of its products. The word honest refers to the way in which the Honest by company operates, with a 100% transparency policy. The concept behind Honest by offers designers and brands a public platform to share their own design processes; utilizing the extensive research Honest by has already conducted on organic fabrics and suppliers. Those they collaborate with share their personal production information from yarn and button origin to fabric and manufacturing details; information which Honest by then communicates to the client. Every part of the collaboration process is transparent including the store mark up calculations. In communicating all information regarding a garments production process; Honest by wants to shed light on the questions: where is it made and by whom. Bruno Pieters believes that fashion is a celebration of beauty and that the story behind that celebration can be equally beautiful.

50 descriptive words

Before designing any part of this projects we were instructed to write a list of 50 words that we think describe the brand. Out of these 50 words I bolded a few that helped inspire my final logomark. For other ideas I focused on other words but I figured it wasn’t important for me to bold those because I didn’t stick with them. Another word that is not necessarily a descriptive word about the brand but still had a significant impact on my logo, and this book, is pattern. Much of the merchandise Honest by has includes patterns. From patterns I went on to using line as a consistent visual element.

original

unique

artisic

sustainable

honest

brave

respectful

ambitious

origin

encouraging

smart

first

transparent

informative

motivated

direct

inspiring

observatonal

innovative

thorough

helpful

radical

fashionable

resourceful

secure

considerate

friendly

strict

research-intensive

supportive

healthy

trendy

open

safe

european

engaging

new

organic

impactful

responsible

developing

raw

bold

expensive

confident

diverse

animal-friendly

creative

green

recycled 3

current brand logo

Uhh, really? Yes really. That was my initial reaction after observing Honest by’s currently logo. I dislike it because the spacing between honest and by drives me crazy! I also don’t understand yet why there’s a period in the logo, but nonetheless I think the only way this logo reflected their brand is because it’s simple in appearance- just like most of their clothing is. When I visited their website the whole layout was just as simple but amongst the black and white they gave users the option to select a different solid color (pictured right) to change the background of the website to. That casual burst of color is one thing I really like.

What do I want to change about the logo? I want it to reflect the feeling of the brand. To me Honest by is very professional in sticking to the principal value of honesty but they are also very personal in caring about how people feel about their products. They want people’s trust and to feel secure which is why I wanted to see a mixture of both worlds – business and personal. Color-wise I don’t really think it matters what color goes along with the brand as long as it’s not too many colors at once. Just bursts of colors among black and white seem to fit best.

Pick a color, any color! Honest by lets you pick from multiple colors to change its website.

mood boards

Honest By is the world’s first 100% transparent company. This company is environment, animal, and people friendly. Their competition involves other high - end fashion brands.

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logomark development

My main focuses on the chosen sketches included: environment, research, pattern, and personalization.

My first set of revised logos on the left were all put down during critiques for not properly fitting the brand, which is understandable, so I decided to take a different route, shown below.

HONEST HONEST

honest

HONEST HONEST

HONEST 11

finished logomark

HONEST

HONEST HONEST

HONEST

final logomark The final logo applied to a business card, letterhead, envelope, and poster advertisement in the mall featuring one of Honest byâ&#x20AC;&#x2122;s products.

Aalmoezenierstraat 2 2000 Antwerp, Belgium

Bruno Pieters, Founder | T: 323-485-8735 | contact@honestby.com

Aalmoezenierstraat 2 | 2000 Antwerp | Belgium | contact@honestby.com | T: +32 3 485 87 35