Xinyi(Rachel) Li / 04649081
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The Nature of Identity
VISUAL DEVELOPMENT GUIDE
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VISUAL DEVELOPMENT GUIDE
TABLE OF CONTENTS
01 LOGO RESEARCH Identity Evolution
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Visual Research
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02
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LOGO DEVELOPMENT
VISUAL INSPIRATION
Key Phrase
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Summary
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Initial Sketches
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Identification and Analysis
40
Refinements
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The Next Phase
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Development
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Digital Sketches
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01 LOGO RESEARCH Identity Evolution Visual Research
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Visual Development Guide
IDENTITY EVOLUTION AND HISTORY Avon is a world-famous manufacturer and direct-seller of a variety of goods, including, but not limited to, personal care products for women (cosmetics, perfume, etc.). Founded in 1886 by David H. McConnell and named the California Perfume Company, it still continues to evolve and make its straightforward AVON logo conspicuous in our everyday life. David was a passionate William Shakespeare fan, and in 1928 he went to Stratford upon Avon, the great playwright’s home city. After David’s death in 1937, David McConnell the junior (the founder’s son) named the company itself Avon in memory of his father. The Avon logo was first introduced in 1932 and underwent several transformations during the following four years. The logo’s current version has been around since the 1980s, and it continues to showcase the brand’s products on packaging, flyers and booklets until now.
1886-1904
1904-1911
1911-1929
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Logo Research
SHAPE OF THE LOGO Avon registered their first trademark in 1932. It remained in official usage until 1936. The Avon logo has undergone several modifications over the years and about five redesigns have been introduced. The current wordmark of Avon is minimalist at best and features the tagline “the company for women”. It is a reworked version of the Avon logo created in the 1980s. Andrea Jung, the CEO of the company at that time, initiated an exclusive marketing campaign and also improved the Avon’s packaging and brochures.
1930-1936
1936-1947
1947-1954
1954-1972
1970-1997
1997-2012
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The Visual Development Guide
COLOR OF THE LOGO Avon has always used combinations of black and pink in their marketing. The vast majority of Avon’s logos have been monochromatic, with the lack of color representing quality. It’s surprising that the brand didn’t go with something more colorful in the 1950s, but instead choose to keep the same dark font even while other brands were experimenting with color. The feminine pink has been used sparingly in the logo, even though it plays a huge role in the company’s perception. It’s a color that apparently works much better on products than it does in a logo.
2012-now
2019-now
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Logo Research
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Visual Development Guide
VISUAL RESEARCH Visual research is helpful to explore more ideas to complete the final logo design. For Avon’s similar logo research, I want to get some inspirations from those logos with curve lines or deform of the letter A.
Autodesk, Inc. is an American multinational software corporation that makes software services for the architecture, engineering, construction, manufacturing, media, education, and entertainment industries.
Aveda Corporation is an American cosmetics company founded by Horst Rechelbacher, now owned by Estée Lauder Companies, headquartered in the Minneapolis suburb of Blaine, Minnesota.
Alaska Airlines is a major American airline headquartered in SeaTac, Washington. The company was founded in 1932 as McGee Airways, offering flights from Anchorage, Alaska.It is the fifth largest airline in the United States.
AIISHA is the epitome of modern design. As an influential woman, emphasis is on individuality, freedom of expression, all portrayed in the usage of high-quality materials, clean lines with layered details—simple, refined, elegant and effortless.
The ascari logo uses a combination of silver and red colors, and the logo's shape is composed of side-by-side spiral blades. Ascari motors was founded by British carmaker klaas zwart, a British and Dutch millionaire based in banbury.
Adobe Inc. is an American multinational computer software company. It has historically focused upon the creation of multimedia and creativity software products, with a more recent foray towards digital marketing software.
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Logo Research
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Enterprise application software providers CDC Software Corporation and Consona Corporation merged in August 2012 to form Aptean Corporation. Aptean sells software for the financial, manufacturing and other markets.
Amazon.com, Inc., is an American multinational technology company, that focuses on e-commerce, cloud computing, digital streaming, and artificial intelligence. The lowercase “a� work with curve line, but it doesn't combine two elements to design.
Austofix is a proudly South Australian medical device company leading in the areas of research, design, manufacturing and distribution of world-class orthopaedic devices.
AVEVA Group plc is a British multinational information technology company headquartered in Cambridge, United Kingdom. It provides engineering and industrial software.
Airbnb, Inc. is an online marketplace for arranging or offering lodging, primarily homestays, or tourism experiences. The logo was designed with letter "A" that simple and clear to reflect the brand soul.
SpecTec is owned by Constellation Software, Inc. (CSI), headquartered in Toronto, Ontario, Canada. CSI is an international provider of market-leading software and services for the public and private sectors.
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Visual Development Guide
Since 1977, Augusta Sportswear has been manufacturing highperformance activewear for teams, coaches and individual athletes. We offer different styles with a focus on comfort, durability and fashion.
ATI Technologies Inc. (commonly called ATI, later known as AMD Radeon) was a semiconductor technology corporation based in Markham, Ontario, Canada, that specialized in the development of graphics processing units and chipsets.
Since their birth in 1986, AIRWALK have been one of the brands that launched and built the action sports community. They are fueled by passion and progression, driven by people pushing innovation, supporting the scene, and taking risks.
Shiseido Company, Limited is a Japanese multinational personal care company, that is a skin care, hair care, cosmetics and fragrance producer. It is one of the oldest cosmetics companies in the world.
Delta Air Lines, Inc., typically referred to as Delta, is one of the major airlines of the United States and a legacy carrier. It is headquartered in Atlanta, Georgia.
David and his daughter, Yael are the founder, which gave birth to AEROBATIX in 2013. The signature of AEROBATIX, the red tongue, in dipped lamb engraved with the logo on a metal piece: the brand signs its creations in a discreet and elegant way.
Alex Mill was launched back in 2012 with the goal of making the perfect shirt. From there they quickly developed a following of individuals who valued good design and quality.
Artesano was co-founded in 2014 by Miami-based business partners and entrepreneurs, Claudia Estrada and Xavier Blum. All of their products are handmade.
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Logo Research
“Research is to see what everybody else has seen, and to think what nobody else has thought.” —Albert Szent-Gyorgyi, Physiologist
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02 LOGO DEVELOPMENT Key Phrase Initial Sketches Refinements Development Digital Sketches
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Visual Development Guide
KEY PHRASES The Logo design is based on three keywords: confident, independent and gentle, and it explores three key phrases to connect with the brand soul. These are three main categories of logo: symbolic, graphic marks, and wordmarks.
CONFIDENT Believe in yourself.
INDEPENDENT Leave your comfort zone.
GENTLE Cause no harm.
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Logo Development
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Chapter 01 /02/ 03
CONFIDENT Believe in yourself. Have inner strength. Believe in yourself, and you can do anything. Confidence does not determine your success, but it is an indispensable part of it. The logo could be soft, not immediate.
Logo Development
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Logo Development
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Use the curve line to show the soft side of women and corner acute angles represent the strong side. The butterfly represents women, and I give the wing some angle to show the ideas about women confident. The work is the deform of the letter A, and two elements have contrast.
This is a wordmark design. The bold line with some curve contrast with a thin line to show two sides of women.
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INDEPENDENT Leave your comfort zone Independence is being strong and not controlled by anything. It is based on your skills or ability, and it doesn't need to depend on others. The logo could be a strong and solid version.
Logo Development
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Logo Development
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The small square is the part of the main element, and it shows leave the comfort zone, then complete a new shape. This is a symbolic logo that repeats the same elements and changes its angle to show the idea of independence. Wordmark shows strong and bold feelings to connect with the brand soul.
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Chapter 01 /02/ 03
GENTLE Cause no harm The brand is gentle and kind, and it will focus on women's health. The new Avon will focus on protecting women in different aspects. The final logo design could be simple and clear.
Logo Development
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Visual Development Guide
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Logo Development
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This idea is to make the curve line express a soft and gentle feeling to connect with the soul of brans.
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Rounded frame to create this symbol logo based on the idea of gentle.
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Graphic mark to deform the letter A and extend the middle short line.
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Make changes based on serif font and focus on the bracket.
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LOGO REFINEMENT
CONFIDENT Believe in yourself. I chose "Confident" as my keyword and developed the key phrase "Believe in yourself" to create my new logo. I think confidence is the inner strength of women, and the logo could be soft shape and add some strong element. I used curved lines to show the soft side of women and added severe lines and angles to express the strong side of women, which conveys the idea of confidence.
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Logo Development
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LOGO DEVELOPMENT For logo development, I chose the letter A as my main element to creating new Avon Logo. A is the first letter and represent Avon, and I want to focus on deforming of it to attract people's eye and express my idea.
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Logo Development
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DIGITAL SKETCHES These are digital sketches that I refined round three of the letter A design. I continued to explore more ideas based on my keywords(Confident, Independent and Gentle) by graphic and wordmarks. I will choose three options to narrow the scope of the final logo.
1
2
AVON
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Logo Development
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1
For this deform of the letter A, I draw a curve line to connect two lines from the left corner to the middle.
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This work is made up of two parts to complete the letter A. The curve bracket shows soft and the sharp angle shows a strong side.
3
The lowercase letter is another option for logo design. All elements to show female feeling.
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avon
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DIGITAL SKETCHES
Design One
A V O N
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Logo Development
Logo in Color
A V O N
A V O N
A V O N
A V O N
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DIGITAL SKETCHES
Design Two
AVON
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Logo Development
Logo in Color
AVON
AVON
AVON
AVON
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Visual Development Guide
DIGITAL SKETCHES
Design Three
A V O N
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Logo Development
Logo in Color
A V O N
A V O N
A V O N
A V O N
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03 VISUAL INSPIRATION Summary Identification and Analysis The Next Phase
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Visual Development Guide
“Inspiration is one thing and you can't control it, but hard work is what keeps the ship moving. Good luck means, work hard. Keep up the good work.” —Albert Szent-Gyorgyi, Physiologist
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SUMMARY
In logo design works, the visual effect gives the first impression of the brand for audiences. Logo design based on the attributes of the brand to help people get messages easily. Visual research can help the designer to find the best solution to display a brand logo. The Designer needs to consider the color, typography or logo don’ts to design the logo. Examples of brand standards that brought inspiration are included.
Visual Inspiration
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ALTERNATIVE VERSIONS It shows alternative versions of the BCCB's logo. Three different styles with whole name, acronym, and icon. And each explanation is helpful to understand their functions.
MAIN COLORS This report of Devon provides a specific color palette, and it offers a range of colors that allows for many ways to create successful communication pieces.
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Visual Inspiration
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LOGO DONT'S In the brand PWC guide, it did a good work of logo don'ts. It not only shows different ways about logo not to do but also provides many styles that do not work with digital or magazine layout.
TYPE SPACE This example is very simple, but I think it's clear to show logo anatomy. It makes “x� be a physical space in the mark and offers two logo style.
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Visual Development Guide
LOGO TYPOGRAPHY The report supports the typeface analysis. It shows different forms and gives detailed information. It also provides typographic scale examples to show this typeface. This way is an easy and clear way to help audiences understand.
Logo Anatomy This is a wordmark logo, and it supports the detailed anatomy of the logo with different forms in this standard. "B" as a fixed number and clear space around the mark. It also has many minimum logo anatomies.
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Visual Inspiration
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THE NEXT PHASE
We have explored and got inspired to create a new logo for Avon in the Visual Development Guide. For the next phase, to build the Visual Standards Guide, we will consider the brand visual system and some new extensions of Avon.
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Visual VisualInspiration Inspiration
“It’s through mistakes that you actually can grow. You have to get bad in order to get good.” —Paula Scher, American Graphic Designer
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02/ VISUAL DEVELOPMENT GUIDE Designed by Xinyi (Rachel) Li GR604_Nature of Identity Instructor: Hunter Wimmer Photo Credit: unsplash.com pinterest.com Printing & Binding: Blurb.com Paper: Premium Matte. 100# Text