Pond's 02 – Visual Development Guide // GR604 Student Project

Page 1

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.

42




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