Valerie Davidson April 18, 2013
Competitor Analysis Logo
Kiss My Face http://www.avotresantemontreal.com/wp-content/uploads/ 2011/02/kiss-my-face-logo-150x.jpg
Mrs. Meyers
Direct Yes Especially the Peace Soap that has very similar packaging. Yes Has one organic soap product.
http://www.businesscreditcards.com/bootstrapper/wpcontent/uploads/12/green-businesses/mrs-meyers-clean-day.jpg
Juice Beauty
http://www.anderra.co.uk/wp-content/uploads/product_juice_logo.jpg
Garden Botanika http://moxiereviews.com/wp-content/ uploads/2012/01/Garden-Botanika.jpg
Ilike http://www.athermalimage.com/ wp-content/uploads/Ilike-Logo.jpg
Dr. Hauschka http://saferskin.org/wp-content/uploads/2012/10/DrH.jpg
Nature’s Gate http://www.getfiberstone.com/wp-content/themes/ fiber-stone/images/Natures_Gate_Logo.jpg
Hempz
http://experiencehaute.com/wp-content/ uploads/2012/07/hempz_logo.jpg
Method https://www.wholeplanetfoundation.org/images/uploaded/ TTDF_Custom_Page/method_logo_gray_on_white.jpg
Éminence
Indirect
Yes However it is only sold at spa parties and online. Yes Dr. Hauschka products and signature treatments are available at fine stores Yes But their product line is expanded with more product offerings.
Logomark
Blue
Yes Most are cleaning products but a relevant company in the organic market.
Yes The products are all body products. This is becoming a serious competitor. Yes This product is a body product.
Color
Garden Botanika offers facial experts at top department stores like Macy’s.
Yes Uses an image of a woman moping.
Yes
Light yellowgreen
Yes Uses a symbol that may represent a water drop.
Yes The type is an overlay to the symbol.
Sage green
Yes A small symbol above the type and a line below. Yes A leaf is represented.
Yes
Mustard Yellow
Green
Yes It offers a product with hemp. A major selling point in the Dr. Bronner’s products.
Yes
Maroon
Light Green
Yes Also caries a line of cosmetics
Logotype
Yes The name is added.
Yes
Yes A small symbol inside an oval.
Green
Yes Type is contained inside an arched box. Yes Stylized typeface.
Yes There is one body product
Yes They are organic living products.
Gray Rainbow
Yes Although it appears to only be a logotype there is a small round shape on the bottom
Yes They are a USDA organic product
Yes Marketed to a higher class
Greenish Gold
Yes It is in the form of an emblem.
http://www.chispa.ca/images/Eminence %20Logo%20small%20Colour.jpg
Current Dr. Bronner’s Logo
Dr. Bronner’s logo is blue and in a knockout version against a blue background. The logo has a combination of logotype and logomark. They are mostly used together, but can easily be separated. However, if the type were removed from the graphic the graphic would loose a connection to the company since it is not representative of the product. I feel the logo mark needs to be much simpler and include some connection to the product it is. The company has an audience that is type cast as baby boomers, generation x and millennial. It does not have a simplicity that would be considered appropriate to a general audience. It is versatile and can be used across a multitude of media pieces, but definitely could be made much simpler. The font choice may be dated and again hinders a wider audience. My suggested direction with the logo is to minimize the type usage. In fact I would love to drop all words except either Dr. Bronner’s or just using the name Bronner’s. Alina Wheeler says, “The right name is
timeless, tireless, easy to say and remember; it stands for something, and facilitates brand extensions. Its sound has rhythm. It looks great in the text of an email and in the logo. A well-chosen name is an essential brand asset, as well as a 24/7 workhorse” (Wheeler 20). As for the graphic symbol, I feel a less detailed graphic would suit the company. A combination of logotype and logomark could detail the company mission and introduce new users. It does not have to be abstract but it can reference the main purpose of the company and product. Using a tagline with the logomark may also be a way to embody the appropriateness further. As for visual elements, I would really loke to include a very simple graphic, like a bubble or a leaf. After analyzing the competitors logos I see the color green used mostly in organic products. I also see the use of leaf so I will more than likely not go in that direction. I really like the idea of logotype with a small embelishment added. My favorite of the competition is the Method logo. I also like the Juice logo. Wheeler, Alina. (2009). Designing Brand Identity: An Essential Guide for the Whole Branding Team, 3rd Edition (pp. 20). Hoboken, New Jersey. John Wiley & Sons.