Visual Development Guide 1
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Contents Overview
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Identity Design
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Logo Exploration Round 1 Logo Exploration Round 2 Logo Exploration Round 3 Logo Finalization Round 4 Logo Look-Alikes Visual Research
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New Brand Mission Empower young women and encourage them to be aspirational so they can reach their full potential and have a substantial role in driving change.
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Brand Soul
We empower young women by fostering their self-esteem, encouraging their aspirations, and evolving alongside them.
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Keywords & Key Phrases Empowering
Empowering to women
Supportive
Supportive towards goals
Nurturing
Nurturing sustainable development
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Where we’re going
The new Seventeen will not only help women be fashionable and appealing but also guide young adults as they navigate major milestones during this defining period in their lives. We intend to introduce excitement while young adults experience uneasiness, wide-open possibilities and confusion, new freedoms and new fears.
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Identity Design
Multiple rounds of logo sketches and digital comps were created in order to design a brandmark that represents the brand effectively.
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Logo Exploration Round 1
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C1: Empowering to women
Big and bold numbers/words are a representative of strength and power.
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The number 7 and the word teen is combined to make the brand name relatable to the current audience.
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C1: Empowering to women
Shapes like flowers and birds suggest positivity.
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Worth exploring further 18
Shapes like the sun or the stars suggest hope and change.
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C1: Empowering to women
Plants and flowers represent beauty and growth.
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Worth exploring further 20
Big and bold letters to show the first letter of the name of the brand.
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Worth exploring further 21
C2: Supportive towards goals
Seventeen is recognized by the audience, changing the type would allow to attract new audience.
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Worth exploring further 22
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Using the number 7 with the word teen to make it relatable for current audience.
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Worth exploring further 23
C2: Supportive towards goals
The brand could consider using only numbers to suggest that they are Seventeen.
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Worth exploring further 24
A character could represent Seventeen as a mascot.
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C2: Supportive towards goals
A character could represent Seventeen as a mascot.
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17 7
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Big and bold letters to show the first letter of the name of the brand.
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Worth exploring further 27
C3: Nurturing Sustainable Development
Seventeen is recognized by the audience, changing the type would allow to attract new audience.
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Using the number 7 with the word teen to make it relatable for current audience.
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C3: Nurturing Sustainable Development
The brand could consider using only numbers to suggest that they are Seventeen.
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Worth exploring further 30
The brand could consider using only numbers to suggest that they are Seventeen.
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C3: Nurturing Sustainable Development
Shapes that suggest growth and nurture.
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Round 1 Refinements
The letters and numbers when put together create interesting shapes.
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The letters and numbers when put together create interesting shapes.
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Worth exploring further 35
Logo Exploration Round 2
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Round 2: Sketches
The number 1 and 7 fit together to create interesting shapes.
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The number 1 and 7 fit together to create interesting shapes.
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Round 2: Sketches
The number 1 and 7 fit together to create interesting shapes.
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The number 1 and 7 fit together to create interesting shapes.
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Round 2: Sketches
The number 1 and 7 fit together to create interesting shapes.
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Round 2: Digital Comps
The number 1 and 7 create a shape that shows power and strength.
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Logo Exploration Round 3
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Round 3: Sketches
The number 1 and 7 create a shape that shows power and strength.
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Round 3.1: Digital Comps
The number 1 and 7 create a shape that shows power and strength.
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Round 3.2: Digital Comps
The triangle created using 1 and 7 forms a shape that protects and gives power.
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Round 3.3: Digital Comps
The triangle created using 1 and 7 forms a shape that protects and gives power.
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Worth exploring further 51
Logo Finalization Round 4
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Round 4: Color Variations
The black outline surrounding the color created a dime-like shape.
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The 1 and 7 in different colors shows the number clearly.
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Round 4: Color Variations
The logo could be in different colors depending on what part of the brand it will represent.
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The logo could be in different colors depending on what part of the brand it will represent.
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Our New Brand Mark
Our new logo consists of the number one and the number seven creating the shape of a triangle with a gem on the inside. This showcases our intention to create an environment for young women to grow and develop. The color palette for the logo is black and pink. The black creates a frame for the pink gem to be in focus.
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Logo Look-Alikes
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New Guidelines Inspiration
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New Identity Introduction Boeing introduces the flow lines as a representation of their advanced technology and the human touch. The flow lines are linked back to the aerodynamics.
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Logo Anatomy PwC clearly shows that their logo is divided in two parts; the wordmark and the symbol. These can be used together and never individually.
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Type Specs Fedex uses Univers which an excellent typeface for legibility. It is also commendable that they choose to use only one typeface for consistency across the brand collaterals.
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Main ID colors (logo colors) Right Turn Retail provides a list of primary colors as well as their web color palette. Information about RGB, CMYK, HEX, and Pantone colors is provided as well.
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Logo Don’ts UPS provides a good list of examples with a description to show the unauthorized uses of the logo in order for the designers to easily follow the brand guidelines. The red line across the image makes it clear that these are not allowed.
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Alternate versions of the logo DFW shows the letters “DWF” by themselves and then with the full name of the company. Orange is their brand’s primary color and they only allow for that color to be used for the logo with black and white if needed interchangeably.
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COLOPHON Typography Brother 1816 Magneta Photography Unsplash Adobe Stock 70
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empoweringyoungwomen.net 72