Visual Development Guide
Visual Development Guide
CONTENTS
01
02
03
POND’S BRAND 06
Pond’s Logo Evolution
08
Keywords
LOGO DEVELOPMENT 12
Initial Sketches
24
Refined Sketches
29
Digital Sketches
32
Final Version Process
FINAL LOOK 34 Similar logos 36 New Mark
01
POND’S BRAND
Logo Evolution Keywords
Pond’s Brand
POND’S LOGO EVOLUTION
1969-1993
POND’S introduced its iconic Tulip logo in the 1960s, a symbol of feminine beauty that has since then epitomized the brand’s promise of radiant skin, no matter what your skin is facing.
1993-20 02
20 02-20 04
06
Logo Evolution
20 04-20 07
2015-present
20 07-2011
2011-2015
07
Pond’s Brand
KEYWORDS Confidence To bring people confidence and help them retain their grace, softness and femininity.
Science Using science to help people build their confidence.
Wellness Being healthy will help people build more confidence in life or work.
BRAND EXPANSION Ponds has a strong mass appeal and has always dominated the middle-class segment of society as a product of choice. Pond’s can not only provide people with excellent skin care products, but also help people to provide high-quality services mentally and physically through scientific methods, thereby helping people build self-confidence and maintain wellness.
08
Visual Strategy Guide
05
Visual Strategy Guide
02
LOGO DEVELOPMENT
Initial Sketches Refined Sketches Digital Sketches Final Version Process
05
logo development
INITIAL SKETCHES
Confidence This is the frist round initial sketches. The whole process explored as many variations as possible based on the three keywords. The first concept is "confidence". I used some beautiful animal and female outline elements to support my thoughts.
For this one I designed a beautiful gesture of a woman to convey a feeling of confidence. I want to show the feeling of confidence by drawing the bird with open wings.
12
Initial Sketches
13
logo development
I want to attract attention through the interesting combination of the letter P and the leaves. Design the negative space of P to look like a wing.
14
Initial Sketches
The wings are combined with the name Pond's.
15
logo development
INITIAL SKETCHES
Wellness This is the frist round initial sketches. The whole process explored as many variations as possible based on the three keywords. The second concept is "wellness". I used some organic plant elements to support my idea.
The initial concept of this logo was to use a simple graphic to express wellness. Combine leaves and butterflies to make the logo look more natural and healthy.
16
Initial Sketches
17
logo development
18
Initial Sketches
The initial concept of this logo was to use two leaf elements combined with a circle. Pond's combined with olive branches to convey a healthy feeling.
19
logo development
INITIAL SKETCHES
Science This is the first round initial sketches. The whole process explored as many variations as possible based on the three keywords. The second concept is "science". I used the outlines of the hexagons and the elements of science to support my thoughts.
Combining DNA with the outline of leaves, conveying a sense of science. Combining DNA with hexagons to convey a sense of science.
20
Initial Sketches
1.
21
logo development
Combining DNA and P to convey the sense of science.
22
Initial Sketches
23
logo development
REFINED SKETCHES Final Concept In this concept, I want to support my ideas in terms of confidence and wellness.
24
Refined Sketches
25
logo development
The initial concept of this logo was to use the shape of the butterfly to show the feeling of elegance.
26
Refined Sketches
The initial concept of this logo was to use two leaf elements combined with a hexagon shape.
27
logo development
The initial concept of this logo is to represent confidence and wellness by using leaves and simple shapes.
28
Digital Sketches
DIGITAL SKETCHES
The original concept of the logo was to use two leaf elements to make a symmetrical figure express confidence and wellness.
The original concept of the logo was to change typeface and combine leaf with P.
The initial concept of this logo was to use two leaf elements combined with a circle.
29
logo development
The initial concept of this logo was to use tulip elements and circles as background.
The initial concept of this logo was to use a simple graphic to express confidence.
The initial concept of this logo was to use the shape of the butterfly to show the feeling of elegance.
The initial concept of this logo was to use the shape of the butterfly to show the feeling of elegance.
30
Digital Sketches
The initial concept of this logo was to use a simple graphic to express the confidence.
The initial concept of this logo is to represent confidence and wellness by using leaves and simple shapes.
The initial concept of this logo was to use two leaf elements combined with a hexagon shape.
POND’S
31
logo development
FINAL VERSION PROCESS Pencil Sketches
32
Final Version Process
Computer Refinements
33
26
03
SIMIL AR LOGO RESEARCH
Similar logos New Mark
Similar Logo Research
SIMIL AR LOGOS After I finished my logo design, I did research to find some logos that are similar with my design so that I can know the difference and keep refining.
34
Similar Logos
35
Similar Logo Research
NEW MARK The new logo started with initial cap “P” which represent Pond’s. The concept of this logo is to represent confidence and wellness by combining leaves and simple shapes. It uses light blue and turquoise which can convey the feeling of science, and the “P” is created from a leaf shape that symbolizes nature and beauty.
P
Initial letter P
36
+
+ leaf
Circle
30
31
Visual Strategy Guide
TYPOGRAPHY Roboto, Chaparral
DESIGNER Yin Wei
INSTRUCTOR & CL ASS INFORMATION Humter Wimmer Fall 2019 Natural of Identity
PHOTOGRAPHY Unsplash.com vcg.com
All rights reserved. No part of this publication can be reproduced without written permission of Yin Wei.
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