Designer_ Tuan Bui Client_ Sherwin-Williams CONTACTS_ 101 W. Prospect Ave. Cleveland, OH sherwin-williams.com
DesignBrief_
company_
sub-market_
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business range_
USP_
BACKGROUND_
IDENTITY 3
Sherwin-Williams
Sherwin-Williams .Aerospace Coatings .Automotive Finishes .Protective & Marine .Product Finishes
Architectural and decorative paint, stains and varnishes, wood finishing products, caulks, adhesives, automotive finishes and industrial and marine coatings.
Commercial and Consumer available at Company’s Retail stores. Open to National and International market.
First to develop a reliable ready-mixed paint. Introduced to the market in 1875, ready-mixed paint revolutionized the paint industry and soon became the industry standard. With more than 3,887 neighborhood stores in North America, the company is dedicated to supporting the do-it-yourself consumer with exceptional products; resources to make confident color selections; and expert, personalized service. Sherwin-Williams brand-name products can only be found at SherwinWilliams stores. In 2007, the company introduced its first “Idea Center” in an effort to provide customers with an interior design environment. Founded by Henry Sherwin and Edward Williams in Cleveland,Ohio in 1866, the company operates through four segments: Paint Stores (known as Sherwin-Williams Stores), Diversified Brands, Automotive Finishes, and Chemical Coatings. In 1877, Sherwin-Williams & Company developed the first patented reclosable paint can. This revolutionized the way paint could be used, and more importantly, reused over a period of time. Kem-Tone, the first emulsion-based, fast-drying paint for the do-it-yourself market was introduced in 1941 and met with remarkable success. The company introduced the Roller-Koater, the first applicator that was not a brush and was later developed and refined into the paint roller commonly used today. Sherwin-Williams is the parent company of other brands such as Duron, M.A.B. Paints, Minwax, Krylon, Mautz Paint Co., Purdy, Bestt Liebco, Thompson’s WaterSeal, H&C,Cuprinol, Pratt & Lambert, Martin Senour, Dutch Boy, Easy Living, Weatherbeater.
Designer_ Tuan Bui Client_ Sherwin-Williams CONTACTS_ 101 W. Prospect Ave. Cleveland, OH sherwin-williams.com
DesignBrief_
MARKET INTERACTION_
IDENTITY 3
3,887 local stores nationwide. Comprehensive online website.
target market_
They are typically homeowners or property lease. They want to enhance the beauty of their home with the color of their choice. He or she will seek the professional help at Sherwin-Williams for the right color combination. They are of middleclass or above average income with a stable job. They are 35 to 50 years old and capable with a paint project over the weekend. They are looking to bring new life to a room, and they trust in picking the right color with quality and safety. Consumer level, do-i-yourselfers, weekend warrior, private contractors, handyman, interior designers.
message_
In the beginning, Sherwin-Williams sets out with the ambition to do the best they can as a paint company; hence “cover the earth”. Currently they are the third largest paint company in the world, and the top producer in the US. I can say that they have accomplished that. I want to shift focus onto their image as an environmental conscious company with a modern touch. With the green movement, many have criticized their existing and outdated logo to be the opposite of that. The general public misconstrued their original purpose for the logo since the context is not the same as today. I want to bring the company back to their basic principle; which is paint. The new message will put them in place with current view. Sherwin-Williams will be modernized as they have always been; the paint company that created what all paint companies is today.
big idea_
We will show Sherwin-William’s commitment to the environment and creating safe paint products for the market. The new brand is the first step to show the publics view of the company as a social-conscious company. By using the concept of colors, life, and nature; we can position Sherwin-Williams as a modern and environmentaly-responsible company.
platform_
Advertising campaign to unveil the new fresh identity, create awareness with the current existing customer and draw in new customer. The campaign will be compose of public poster series, direct mailer and billboards.
Designer_ Tuan Bui Client_ Sherwin-Williams CONTACTS_ 101 W. Prospect Ave. Cleveland, OH sherwin-williams.com
past identity_
“Captivated by the color-changing chameleons, the company adopted it as the official logo and placing it on a palette.” The Chameleon, 1885
“Cover the Earth was an ideal way to depict the aspirations of a rapidly expanding company” Cover the Earth, 1905
“Our well-known name, redesigned, became our symbol. Sought to allow for the multiplicity of company products at that time.” More Than a Paint Store, 1974
“The fourth most recognizable logo in the world” Cover the Earth v.2, 1982
Designer_ Tuan Bui Client_ Sherwin-Williams CONTACTS_ 101 W. Prospect Ave. Cleveland, OH sherwin-williams.com
DesignBrief_
IDENTITY 3
Current Identity
brand analysis_
Sherwin-Williams current identity has been around since 1982. The company’s website claimed it is one of the world most recognized logo; I failed to find any validation for that. In light of current oil spill and the green movement, the current logo has come under much criticism. The general public fail to look at it within context of the original idea. Nonetheless, in my opinion it is damaging for the company’s image. Aesthetically speaking, the identity seems very busy and the detail looks outdated. The color choice of red can be misrepresenting of blood and not paint. The only saving point is the word mark at the bottom. In terms of brand equity, the brand name itself is apparent, and possibly the color combination or the globe.