OLDE ENGLISH 800 VISUAL DEVELOPMENT GUIDE VISUAL DEVELOPMENT GUIDE | 00
contents
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01
Current Branding Identity | 06 Logo Development | 10 Powerful | 12 Thriving | 16
Inspiring | 20
Refined Sketches | 24
02 03
Digital Development | 30 Final Logo | 42
Logo Inspiration | 44
Logo Look-a-Likes | 50
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history Current Branding Identity
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Current Olde English 800 Branding Identity The font used for the liquor brand is very similar to Albertus, a glyphic, serif typeface designed by Berthold Wolpe for the Monotype Corporation type foundry.
Before the brand took on 800 for their name, they were known as Olde English 600 for a short time.
Olde English 800 took on a new look in 2001 with its increase in alcohol by volume level.
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The current logo design is composed of a crown with square tips and a logotype that doesn’t have any specific connection to what the brand stands for, power. The 800 is placed in quotations but they do not emphasize any specific importance to the logo or the brand itself.
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logo development
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KEY PHRASES Powerful
Leading the way to success
Thriving
Pursuit of Better
Inspiring
Letting the light shine through
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POWERFUL Powerful was chosen as a keyword due to the current brands ability to use the strength and toughness in its campaigns. The strength that lays within all of us is what I wanted to achieve within the new logo sketches.
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rough sketches These sketches were created to reflect the strength and power of the brand Olde English. The crown is already apart of the brand so I tried to recreate something similar which implies power.
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The sketches show a range of crowns as well as power being displayed through fists and muscle. I also played around with the use of people coming together to create a crown.
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THRIVING Thriving was chosen for its ability to show growth as well as the ability to thrive no matter what the circumstances. I wanted to use this word to show how the community doesn’t you are currently in, doesn’t have to reflect your future.
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rough sketches I wanted to create thriving sketches that showed the growth or development of the brand. Showing a progression within the sketches. The sketches below reflect growth through plants coming from seeds to a flower, or even arrows reflecting the movement upward.
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For the wordmarks, I wanted to show a thriving symbol through line work that constantly grows but is tied into the idea of the capital O.
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INSPIRING I chose the word inspiring for a keyword, so that it could reflect the idea of letting your light shine through. Letting your light shine through good times as well as bad times. Also showing that there is always light at the end of the tunnel.
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rough sketches I wanted to display inspiration through light and brightness. Something related to the sun or the brightness of a light bulb. The sketches shown all display a use of light or the sun to reflect the idea of inspiration. The rays were used to create a burst either with the wordmark Olde English or just as a logotype.
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I also played around with the idea of creating the sun look while incorporating the capital O from the name.
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REFINED SKETCHES The refined sketches reflect feedback from the critique to get more ideas out on the table.
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rough sketches I went back to the drawing board to get out more sketches and ideas for the logo. I played around with combining all of the keywords and phrases to create a certain look.
With the refined sketches for thriving, I played around with the idea of showing more of the OE to create a thriving look. More line work was used as well as more variations of the to main letters.
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The variations for powerful were created off the idea of a lightening bolt as well as a bolder type to show that strength. I also used more variations of the crown.
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These sketches were created based off the idea of combining the o and e in a more connected way to show the community being one and working together. I also started to work up some skyline ideas to show the community aspect.
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These sketches were created with an idea of the sun reflecting as well as being combined with the letters o and e. There are also variations of the an extended E that connects with the name of the brand.
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finalization DIGITAL DEVELOPMENT FINAL LOGO
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digital development The digital comps were created from some of the most successful sketches that I had. I wanted the type to be bold but sleek, so I played around with serifs as well as script typefaces.
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These comps are a mix of the powerful and inspiring sketches. The lines were created to emphasize the community look and the crown for strength.
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These comps were created to display the evolution of the lines to create the circle of the capital O. I also played around with a leaf symbol to create a look of thriving but also connected with the circle.
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The OE comps are shown in different connecting ways for the look of working together for the betterment of the community. The E was created through different uses of lines.
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The Olde English name was played around in different ways to show a connection with the two E at the end of Olde and the beginning of the English. The E of the English was flipped as well as inserted within the Olde in a thin typeface.
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The 800 was displayed in different sizes and strokes to play off of the other parts of the name. The other designs show an O behind a play on the skyline and connected with the Olde English name.
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After refining the sketches even more, I created more logos that played with both the connection of the E’s as well as the skyline or community look but within a circle to represent the capital o.
Intertwined E’s to show the connection between the two words
Connection between the O and E
E placed within the O and to show as a sun
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City skyline but connected by the color building to show coming together
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The crown idea was also revisited by using a thinner stroke instead of a more bold look for an elegant feel. The lines were also used to show a variation of the e but without being literal.
Olde English was placed inside of the O in different ways. I also considered an idea of incorporating the 800 with the O as on of the zeros.
The crown was created with the idea of an O with thriving strokes above to create the royal or powerful look.
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Another variation of the connecting E’s was created with type, but with certain lines extended. The Olde English facing one another to show the connection between the E’s.
A thinner typeface was used to allow the symbol to stand alone
I explored the idea of the different strokes widths of the name to resemble a city skyline.
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FINAL LOGO The final logo was created from the connecting E’s that work for both the end of the word Olde and the beginning of the word English.
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final logo The final logo was achieved by connecting the two E’s from the end of the word Olde and the beginning of the word English. The connecting E’s also represent the connection of the community in which our brand is about. Creating the logotype of the symbol we wanted the typeface to be both modern and powerful. We chose both Avenir Next Ultra Light and Avenir Next Bold for the new logotype of the brand. The combination of the two typefaces work well together to provide contrast but also a similarity to not distract too much from the overall look of the logo.
E +E
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800
800
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what else is out there LOGO LOOK-A-LIKES
LOOK INSPIRATIONS
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logo look-a-likes The logos below are some examples of possible look-a-likes for the final logo redesign created for the Olde English brand. These examples all display a similar idea of the use of the capital E.
The connection between the letters shows a resemblence to our
The split between the E and S also share the same line length and
The two E’s facing one another is a relatively close design to our brand.
The two E’s have an overlap that provides a different look to the E which is similar to our brand.
The brand logo utilizes the lowercase e, which isn’t too similar but could be considered competition.
The Enron logo has a strong feel similar to ours, but is tilted on an angle with the name connected.
new logo design.
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size similar to ours.
The ESPN logo uses a simple E with strong strokes that provide a great logo.
The logo has an E within the inside of an open square that allows the logo to stand out.
The two E’s are connected within one another similar to our design. The logo uses two squares to complete the design.
The tree from the Timberland logo uses a crossing of lines that could possibly be considered similar.
The lowercase e has a stroke that extends past the normal line which is similar to our logo.
The GE logo has a connecting stroke from the G to the capital E, that could be considered similar.
The E logo has a strong design with one single letter with a corresponding square.
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logo inspiration The detailed logo information below and on the following pages are inspiration for our brand and how we will display our logo anatomy and details. The inspiration helped us see what our logo design needs to incorporate in order to be successful.
The logo design uses it type in a functional and visual way due to the length of the name. The arrow connection on the lowercase r is a subtle change to the typeface without completely changing the overall look.
RED has a simplicity to it that can be identified by all no matter where they are globally. The parenthesis around the red also help identify the brand without it needing to say, RED.
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The simplicity in the angle of the line graphic provides a sense of straight to the point outlook. With the brand being a bank, I think the logo design works well and can be used in any capacity.
Even though the logomark is a script typeface, it still has enough readability within it to not get lost in translation. The bright red color also helps provide a little personality to the logo design.
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The John Deere logo has a nice use of a shield and a animal that provides a true look into what the company represents, the outdoors. I think the jumping motion of the deer helps provide a familiarity with viewers.
The checkmark has a strong but open look to it. The added dissolving on the end helps to keep the look moving and open.
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After reviewing both our Visual Strategy Guide and Visual Development Guide you should have a better look into our new brand direction and how we have changed our style and logo. Our next guide will focus on how we plan to empower the community through our new power within list and deliverables.
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OLDE ENGLISH 800 VISUAL DEVELOPMENT GUIDE
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