02
VISUAL DEVELOPMENT GUIDE
“Forget about the fast lane. If you really want to fly, just harness your power to your passion.” —O P R A H W I N F R E Y
V I S UA L D E V E LO P M E N T G U I D E
REVLON REBRANDING
The Revlon visual development guide summarizes the identity development processes from the initial ideas to the final form. The visual identity is to enhance the soul and core ideas, develop and push the new brand to the next level.
V I S UA L D E V E LO P M E N T G U I D E
C
O
S U R I YA S H U H R AT
N
T
E
N
T
S
TA B L E O F C O N T E N T S
REVLON REBRANDING
07 11
15 35 43
47 53
O1
VISUAL ANALYSIS Brand Intro Visual analysis
O2
IDENTITY CREATION Initial sketches Refined sketches Figital refinements
O3
FINAL LOGO
Final logo Look-a-like logos Visual Standards inspiration
O1 V
I
S
A
U
N
A
A
L
L
Y
S
I
S
B
R
A N D I N T R
O
BRAND INTRO
REVLON REBRANDING
“Don’t be afraid to speak up for yourself. Keep fighting for your dreams!” —G A B B Y
DOUGLAS
BRAND DESCRIPTION Revlon is 87 years old this year. To understand it is to go back to the founder Charles Revson because the way he founded the position and the brand is what gives it the point of view and the stature it has today. Revlon is an American cosmetics, skincare and fragrance company. The Charles and Joseph Revson brothers, with the help of chemist Charles Lachman, created the world’s first rich, glossy opaque nail enamel. The name Revlon was created with the Revson brothers surname by replacing the S for an L in honour of Charles Lachmans involvement. From its inception, Revlon and Charles Revson encouraged women to express their fabulous femininity. It wasn’t built out of science or a particular kind of woman or look. It was built on the idea that women needed to express themselves. Revlon’s not only known for featuring models for wide range of age, but also known for making a significant impact by casting the first plus-sized model and first black model during 1992 to land a major cosmetics contract.
V I S UA L D E V E LO P M E N T G U I D E
S U R I YA S H U H R AT
BRAND SOUL
To help women with diverse backgrounds and cultures to feel confident to express themselves.
9/10
V I S U A L A N A LY S I S
REVLON REBRANDING
KEY WORDS
REBRANDING OBJECTIVE
Diverse Confident Enterprising
The one segment we know Revlon appeals to the most is women we call colorful and sophisticated. They’re the largest and the most underserved segment. Women tend to express themselves more, so they wear more makeup in more circumstances and therefore are the least satisfied. What women want is to feel confident, to express and explore themselves. They need to discover their inner beauty, to enjoy their grace inside out. That’s why the new Revlon will continue to offer women more opportunities and connections to build confidence to help them express themselves in every aspect.
BRAND MISSION New Revlon reflects that inner and outer beauty can be discovered in the rich diversity of the world. Women can embrace their self-confidence to explore beauty in positive and enterprising ways.
V I S UA L D E V E LO P M E N T G U I D E
S U R I YA S H U H R AT
THE ORIGINAL WORDMARK To have a better understanding of rebranding the Revlon’s logo identity, we need to look through how Revlon’s developed in past years. The visual analysis logo timeline gives us a better understanding of how brand wordmark has grown over the years. In 1932, Revlon was founded in the midst of the Great Depression by Jewish American brothers Charles Revson and Joseph Revson. Charles Lachman, a chemist, who contributed the “L” in the Revlon name. Together they starting with a single product—a new type of nail enamel.
1977–1989 (Print version)
11/12
V I S U A L A N A LY S I S
REVLON REBRANDING
2003–present
1989–2003 (Print version)
(3D gold version)
(Print version)
V I S UA L D E V E LO P M E N T G U I D E
NEW CONCEPT
To help women with diverse backgrounds and cultures to feel confident to express themselves. To develop a new concept needs to start with ideation. Exploring and developing help to identify the key contributes that constitute the brand mark. Tree key phases are made by keywords, they help to understand and visualize the identity system.
13/14
S U R I YA S H U H R AT
NEW CONCEPT
DIVERSE Varied expressions
CONFIDENT Personal revelations
ENTERPRISING Positive explorations
REVLON REBRANDING
O2 I
D
E N T C R E
I T Y A T I
O
N
I
N I T I A L S K E T C H
E
S
I N I T I A L S K E TC H E S
REVLON REBRANDING
THE FIRST ROUGH SKETCHES The freehand sketches for the first round were to draw it as much as possible. It is a quick and simple way of exploring initial ideas for designs. And they need to structure into three categories based on the three key works diverse, confident, and enterprising. These explorations would provide us enough variety to discard and refined to the final stage.
V I S UA L D E V E LO P M E N T G U I D E
DIVERSE Varied expressions Women embrace and expresse the beauty in their own ways.
In this category, the sketches idea is focused on expressing diversity. In order the convey that accept I sketched female’s head and heads and their actions to expressing the diversity.
This creation has better success in this group of explorations, the layers of the wings executed the meaning of the diverse.
21/22
S U R I YA S H U H R AT
I N I T I A L S K E TC H E S
REVLON REBRANDING
V I S UA L D E V E LO P M E N T G U I D E
The pheasant spirit animal is an attractive and powerful totem that craves wide open spaces to roam free and spread its wings. This pheasant symbolism is significant because it teaches you to be more open to new experiences and to be comfortable being around new people, and be more diverse. So this exploration is to bring pheasant into the design aspect.
23/24
S U R I YA S H U H R AT / N AT U R E O F I D E N T I T Y
I N I T I A L S K E TC H E S
REVLON REBRANDING
V I S UA L D E V E LO P M E N T G U I D E
25/26
S U R I YA S H U H R AT / N AT U R E O F I D E N T I T Y
I N I T I A L S K E TC H E S
CONFIDENT Personal revelations Women positively reveal their inner and outer beauties.
In this category, the sketches idea is focused on revealing confidence. In order the convey that accept, this selection of sketches tend to be edgier then the first category to help to express the strong and bold sides.
This creation has better success in this group of explorations, the pointed triangular shape convey the sparkle and confidence.
REVLON REBRANDING
V I S UA L D E V E LO P M E N T G U I D E
When I think of confident I think of strong and bold shapes, and that how this category sketches are to bring strong and bold feelings into the wordmark Revlon or the initial R. And the shapes I sketched out have lots of contrasts to convey that feeling.
27/28
S U R I YA S H U H R AT / N AT U R E O F I D E N T I T Y
I N I T I A L S K E TC H E S
REVLON REBRANDING
V I S UA L D E V E LO P M E N T G U I D E
These group of sketches explored by the meaning of the confident, what makes people confident is that they know more or learn more, so they can prepare themselves to the worlds with good among of the knowledge.
29/30
S U R I YA S H U H R AT / N AT U R E O F I D E N T I T Y
I N I T I A L S K E TC H E S
REVLON REBRANDING
V I S UA L D E V E LO P M E N T G U I D E
ENTERPRISING Positive explorations Women exploring beauty with positive and inspired ways.
In this category, the sketches idea is focused on exploring the enterprising sides of the women. In order the convey that accept I explored with a good variety of star shapes..
This creation has better success in this group of explorations, the star on top of lower case r created a spark to the design which conveys the feeling of enterprising.
31/32
S U R I YA S H U H R AT / N AT U R E O F I D E N T I T Y
I N I T I A L S K E TC H E S
REVLON REBRANDING
V I S UA L D E V E LO P M E N T G U I D E
When I think of enterprising I think of the positive feeling of people wants to explorer and being an adventure, they want to go places, and not being limited to learn more and see more. So I explored these sets of sketches based on doing what I can think of and not be limited to the designs.
33/34
S U R I YA S H U H R AT / N AT U R E O F I D E N T I T Y
I N I T I A L S K E TC H E S
REVLON REBRANDING
R
E
F S
I K
N E D E T C H
E
S
F U T U R E E X P L O R AT I O N S
REVLON REBRANDING
FUTURE EXPLORATIONS After the first round of sketches, there are few good directions have been selected to work with for the more exploration. The second round of sketches are the refinements, and these sketches mostly focused on adding sparkles over the initial of Revlon, “R�, to creating enterprising and confident feelings over it.
V I S UA L D E V E LO P M E N T G U I D E
37/38
S U R I YA S H U H R AT / N AT U R E O F I D E N T I T Y
F U T U R E E X P L O R AT I O N S
REVLON REBRANDING
V I S UA L D E V E LO P M E N T G U I D E
This set of sketches were explored based on Lionesses. Lionesses are hunters. Each lioness has a role to play within the pride. Lionesses are known for their strategy and creating opportunities where they might not appear to be any. There is also a definite social hierarchy which denotes the leadership of the pride. It’s a perfect symbol for the convey the feeling of enterprising.
39/40
S U R I YA S H U H R AT / N AT U R E O F I D E N T I T Y
F U T U R E E X P L O R AT I O N S
REVLON REBRANDING
V I S UA L D E V E LO P M E N T G U I D E
41/42
S U R I YA S H U H R AT / N AT U R E O F I D E N T I T Y
F U T U R E E X P L O R AT I O N S
REVLON REBRANDING
Crown represents power, legitimacy, victory, triumph, honor, and glory, as well as immortality, righteousness, and resurrection. Adding the crown on top of initial R means Revlon wants women to feel confident and to empower themselves.
D
I
G S
I K
T A L E T C H
E
S
D I G I TA L R E F I N E M E N T S
REVLON REBRANDING
DIGITAL REFINEMENTS At this stage, digital refinements happen after picking the final direction from round two which to explore different workmark and typeface for Revlon’s initial and different style of crowns. The crown on top of R perfectly represents the confidence and the enterprising side of the women.
V I S UA L D E V E LO P M E N T G U I D E
S U R I YA S H U H R AT / N AT U R E O F I D E N T I T Y
This is the crown I decided to go with after all the exploration on a different style of the crown. It is designed with simple shapes and geometrically balanced.
45/46
D I G I TA L R E F I N E M E N T S
REVLON REBRANDING
O3 F
I
N
A L
L O
G
O
V I S UA L D E V E LO P M E N T G U I D E
The new logo of Revlon combing the iconic shapes of an elegantly modifies letter R, a geometrically designed crown and a circle which represents the meaning of empowering yourself and go explore.
49/50
S U R I YA S H U H R AT / N AT U R E O F I D E N T I T Y
I D E N T I T Y C R E AT I O N
Presenting Revlon logos in the full circle format. This is the preferred presentation of the logo. If space prohibits the use of the full circle format, a 3/4 circle format may be used.
REVLON REBRANDING
V I S UA L D E V E LO P M E N T G U I D E
The logo idea is to convey women embracing their self-confidence to explore their beauty with positive and enterprising ways. LOGO ICON The initial design of R was based on the idea of expressing the confident side of women. So I used the capital R to make it appear stronger. I purposely designed the left side of the stroke to be thick and bold. And adding a crown on top of it also came from the idea of being confident.
WORDMARK The wordmark is modified from century schoolbook typeface. The serifed typeface represents well the feminine side of women.
51/52
S U R I YA S H U H R AT / N AT U R E O F I D E N T I T Y
V I S UA L D E V E LO P M E N T G U I D E
LOOK-A-LIKE LOGOS There are lots of logos out there have crown parts in their logos. Crown represents power, legitimacy, victory, triumph, honor, and glory, as well as immortality, righteousness, and resurrection. That is also why it’s been popular to work with.
53/54
S U R I YA S H U H R AT / N AT U R E O F I D E N T I T Y
LOOK-A-LIKE LOGOS
REVLON REBRANDING
B
R A N D I N S P I
R
A
T
I
O
N
B R A N D I N S P I R AT I O N
REVLON REBRANDING
VISUAL STANDARDS INSPIRATION A brand style guide is a document that codifies how an organization presents itself to the world. It’s a reference tool that helps maintain consistency by demonstrating what a brand looks, feels and sounds like. Learning observing how other brands are presenting their brand style is better ways to inspire us.
V I S UA L D E V E LO P M E N T G U I D E
NEW IDENTITY INTRODUCTION American Heart Association has an evident and robust introduction to why rebrand and what’s the brand soul and new mission statement.
59/60
S U R I YA S H U H R AT / N AT U R E O F I D E N T I T Y
B R A N D I N S P I R AT I O N
LOGO ANATOMY As for the logo anatomy part, I think the ASM brand did a great job of presenting the logo anatomy processes. They use the grade to showcase how every element was lined up, and they high lighted the X, which help the viewer understand how composition works in the logo.
REVLON REBRANDING
V I S UA L D E V E LO P M E N T G U I D E
TYPE SPECS For the type specs, I think the American Heart Association made the very clear for us to understand how typography system in their brand works. They are very specific and more detailed, like showing the details for how titles and body copies should work.
61/62
S U R I YA S H U H R AT / N AT U R E O F I D E N T I T Y
B R A N D I N S P I R AT I O N
MAIN ID COLORS (LOGO COLORS) When it comes to logo colors I think FedEx brand executed the color systems in the best way. There is a chart for the viewers to understand what’s the color codes and when and where it will be used.
REVLON REBRANDING
V I S UA L D E V E LO P M E N T G U I D E
LOGO DON’TS UPS displayed their logo don’ts in a very clear way and they inclued all possible incorrect ways that logo can be used.
63/64
S U R I YA S H U H R AT / N AT U R E O F I D E N T I T Y
B R A N D I N S P I R AT I O N
ALTERNATE VERSIONS OF THE LOGO BCCB’s alternate versions of the logo are the best of all the other examples because they have been high lighted. And they’re recognizable and understandable without reading the contents.
REVLON REBRANDING
“A woman is the full circle. Within her is the power to create, nurture and transform.” —D I A N E
MARIECHILD
INSTRUCTOR& CLASS INFORMATION Hunter Wimmer GR 604 Nature of Identity
DESIGN TOOLS Adobe Photoshop CC Adobe InDesign CC
DESIGN Suriya Shuhrat 03605924
TYPOGRAPHY Baskerville, Univers LT Std
CITATION Unsplash, Adobe stock, Revlon.
This book is a non-commercial project for educational pur pose only.
67/68