Visual Development Guide
Visual Development Guide
Contents
01 VISUAL RESEARCH 04 The Old Identity 08 New Concept
02 LOGO DEVELOPMENT 14 34 40 44 52
Initial Sketches Further Explorations Refined Sketches Digital Sketches Finalization
03 THE FINAL LOOK 56 Look-A-Like Logos 60 The Final Logo
01 VISUAL RESEARCH
06–07 The Old Identity 08–09 New Concept
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M A X FAC T O R
The Old Identity
In order to design a logo to represent the brand Max Factor in a proper way, we need to do research of the company’s history and understand the core value and brand mission. Max Factor is a cosmetics brand which was wellknown as movie makeup for actors and actress in the Hollywood motion picture industry. And now, Max Factor became a cosmetics brand that everyone can afford. It provides makeup products and its target audience are mostly women.
V I S UA L D E V E L O P M E N T GU I D E
V I S UA L R E S E A RC H
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V I S UA L D E V E L O P M E N T GU I D E
New Concept Max Factor guides people toward radiant confidence and full potential at all stages of life.
Max Factor will go beyond creating cosmetics products, and extend its radiant confidence at any stage of life. For the concept, I developed one key phase for each key word. By adding key phrases in each keywords can help developing and visualize the identity system. Each key word associates with one concept. The first key phrase is “Bold and elegant”, which is comes from the keyword “Radiant”. It means shinning can both means a radiant a person and the radiant future. The second key phrase is being “Powerful and attractive” through transformation. The third key phrase is “Expressive and Free” by building up self-confidence.
V I S UA L R E S E A RC H
Radiant Bold and Elegant
Transformation Powerful and attractive
Confident Expressive and free
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1 21 2
M AMXAFAC X FAC T OTRO R
V I SVUA I S UA L DLE D VEV LO E LPO MPEM NETNGU T GU I D EI D E
V I S UA L R E S E A RC H
If you believe in yourself and feel confident in yourself, you can do anything. —k a rl ie k loss
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02 LOGO DEVELOPMENT
14–31 Initial Sketches 34–37 Further Explorations 40–43 Refined Sketches 44–51 Digital Sketches 52–53 Finalization
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M AMXAFAC X FAC T OTRO R
V I SVUA I S UA L DLE D VEV LO E LPO MPEM NETNGU T GU I D EI D E
LOGO DEVELOPMENT
Initial Sketches Bold and Elegant
The first key phase is “bold and elegant”, which is come from the key word radiant. Radiant can associate with spirt. By using graphic elements in abstract shapes and forms like curved lines and dots in three different approach—Symbolic marks, graphic marks and wordmarks, to show bold and elegant.
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Initial Sketches Bold and Elegant
Using graphic elements in abstract curved lines shapes to represent spirit, but being too abstract will lose the characteristic of the shape.
V I S UA L D E V E L O P M E N T GU I D E
LOGO DEVELOPMENT
Using dots and lines connect together to represent spirit, but the shapes and forms might easy to look similar with other existing logos.
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Initial Sketches Bold and Elegant
With the initial of “Max Factor” might get into a improper meaning and effect the reputation of the brand. We should very careful creating forms and shapes that would not look too obvious to “MF”.
V I S UA L D E V E L O P M E N T GU I D E
LOGO DEVELOPMENT
By taking inspiration of those elegant serif typefaces in the wordmarks and trying to create a glamorous look and feel.
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V I S UA L D E V E L O P M E N T GU I D E
LOGO DEVELOPMENT
Initial Sketches Powerful and attractive
The second key phrase is being “Powerful and attractive� through transformation. Using graphic elements in shapes of butterf ly, pearl, and star. In this key phrase, I also explore the logo with the approach of symbolic marks, graphic marks and wordmarks, to represent powerful and attractive.
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Initial Sketches Powerful and attractive
The butterf ly can represent transformation because it comes from a caterpillar, but butterf ly is more natural beauty looking which doesn’t go with glamorous.
V I S UA L D E V E L O P M E N T GU I D E
LOGO DEVELOPMENT
From another angle, using rhombus to represent being a star on the stage. Some sketches started to look like a crown, which is getting close to what Max Factor wanted to achieve—to stand out.
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Initial Sketches Powerful and attractive
Combining the star with the letter forms can be another direction to explore.
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LOGO DEVELOPMENT
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V I S UA L D E V E L O P M E N T GU I D E
LOGO DEVELOPMENT
Initial Sketches Expressive and free
The third key phase is “expressive and free”, which is come from the key word confident. “Expressive and Free” by building up self-confidence. By using geometrical graphic elements to explore the logo with the approach of symbolic marks, graphic marks and wordmarks, to represent expressive and free.
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Initial Sketches Expressive and free
Using geometrical shapes and forms to represent expressive and free, but this direction didn’t achieve the look and feel of Max Factor.
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LOGO DEVELOPMENT
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Initial Sketches Expressive and free
Using the elegant curved serif triangle in a big bold rectangle can represent boldness and sophistication at the same time.
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LOGO DEVELOPMENT
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V I S UA L D E V E L O P M E N T GU I D E
LOGO DEVELOPMENT
Beauty has so many forms, and I think the most beautiful thing is confidence and loving yourself. —kiesza
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Further Explorations The Crown
In the second round of sketches, I picked the potential direction of the idea of crown to continue exploring. Shapes with elegant curve and balance
V I S UA L D E V E L O P M E N T GU I D E
LOGO DEVELOPMENT
The bottom part of the crown shape started to look like the letter M. Adding letter F can be a way to refine the logo.
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Further Explorations The Star
Another potential direction is the star. Trying different variations of star, but some of them were getting too social and losing the elegance.
V I S UA L D E V E L O P M E N T GU I D E
LOGO DEVELOPMENT
For the idea of combining letter forms and star. Some of them can be further developed.
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V I S UA L D E V E L O P M E N T GU I D E
LOGO DEVELOPMENT
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ReďŹ ned Sketches Using crown and star as the symbolic element to explore further possibilities.
Before the logo going to the computer, I continued drawing sketches for those potential directions. There are few different compositions in the refined sketches. One is focusing on balanced and elegant forms in combining M, F with crown for these refined sketches. Others are using different placement of the star with elegant angle serif type forms.
V I S UA L D E V E L O P M E N T GU I D E
LOGO DEVELOPMENT
Focusing on balanced and elegant forms in combining M, F with crown for these refined sketches.
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ReďŹ ned Sketches
Using different placement of the star with elegant angle serif type forms.
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LOGO DEVELOPMENT
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Digital Sketches Developing sketches by using digital tools. The most important step is refining a complete sketch done by hand, in order to finalize the logo design.
Obviously showing the crown shape of the logo by decrease the contrast the triangle in the side. The shape and spacing need more development.
V I S UA L D E V E L O P M E N T GU I D E
LOGO DEVELOPMENT
Using parallel strokes and triangles for the bottom part of the crown.
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V I S UA L D E V E L O P M E N T GU I D E
Digital Sketches Developing sketches by using digital tools. The most important step is refining a complete sketch done by hand, in order to finalize the logo design.
Using parallel strokes with the same weight for the bottom part of the crown. The shape seems too bold in this logo, which lost the elegance.
LOGO DEVELOPMENT
Using star to replace the triangle for the letter M and combining F into the stroke in it’s right side. But this logo seems easy to recognize it as “MF”, and the tail is too long.
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V I S UA L D E V E L O P M E N T GU I D E
Digital Sketches Developing sketches by using digital tools. The most important step is refining a complete sketch done by hand, in order to finalize the logo design.
Let the star being part of the letter. Combining letter M and F together by using elegant curved shapes.
LOGO DEVELOPMENT
Combining letter M and F together by using parallel elegant curved shapes.
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Type Treatment To explore type variations that work with the finalized logo. Even with small modification, letters would match the overall look and feel for the new identity.
Max Factor Max Factor Max Factor Max Factor Max Factor
V I S UA L D E V E L O P M E N T GU I D E
LOGO DEVELOPMENT
Serif typeface Eloquent JF Pro is selected as the basic form of the logo mark. Serif typeface has elegant triangle, and the contrast between thin and bold stroke also showing power with a touch of delicacy. With modifying the angle of the letter to match the shape of the final logo, in order to represent the elegance and boldness of the brand Max Factor.
MAX FACTOR
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Finalization This process shows finalize the direction of logo. Star with the crown can successfully represent bold and elegant of Max Factor. But it still needs some small modification to make the new identity look more sophisticated.
V I S UA L D E V E L O P M E N T GU I D E
LOGO DEVELOPMENT
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Details that need to be develop: 1. Spacing between the star and the stroke in the left. 2. The shape is not smooth enough. 3. The triangle comes from nowhere. 4. The angle of the stroke should be the same.
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03 THE FINAL LOOK
56–59 Look-A-Like Logos 60–63 The Final Logo
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V I S UA L D E V E L O P M E N T GU I D E
Look-A-Like Logo Crown shape Logos
Diamond Creative is a specialist in the creation of new Corporate ID’s and the re-branding of existing businesses. The logo using three rhombuses as the diamond shape in the crown.
Adidas is a sportwear company that designs and manufactures shoes, clothing and accessories. The logo uses trefoil shape leave that shoot out from the logo, and the three stripes that cross it diagonally. The logo looks like a crown.
PANDORA is an international Danish jewelry manufacturer and retail. The logo combine the crown with the letter O, which looks like a ring.
Hallmark is a manufacturer of greeting cards in the United States. It also provide party goods, gift wrap, and stationery. The logo combining the small decent crown and the handwriting type Hallmark to represent royalty and luxury.
Anastasia Beverly Hills is an American cosmetics brand that creates prestige cosmetics for a passionate prosumer audience. The logo combine the crown, the butterfly and the letter A together with elegant curved lines and shapes.
KLM Royal Dutch Airlines is the flag carrier airline of the Netherlands. It uses geometrical shapes—the crown, formed by a line, four blue circles and a cross as the element. The color blue represent sky and also associate with airline.
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Kiehl’s is an American cosmetics brand retailer that specializes in premium skin, hair, and body care products. The logo uses serif typeface as the base. The curved shape of the letter had little bit of elegance but the shape is very bold and strong, which make the elegance look not so obvious. The overall logo looks like a medical container with the nail shape on the top.
Si Jetais Moi is a beauty and health company from Switzerland founded in 2008. The logo concept is a flower. It uses symmetric leave shapes with negative space around the symbolic flower in the middle, to make it look soft and feminine.
Mitsubishi Motors North America, Inc, is a Japanese vehicle company. The logo simply uses three red rhombus point out three different angle to represent fast and ambitious.
Nespresso is the coffee brand based in Lausanne, Switzerland. Nespresso machines brew espresso and coffee from coffee capsules, or pods in machines for home or professional uses. Nespresso’s logo uses symmetric shapes with the curved tail as the letter N.
Qatra is a publisher from Iran founded in 1985. The logo designed by Ebrahim Haghighi. The outline of logo is a water drop shape. The square in the middle with the repeated lines below represents paper or books.
Fresh Fruit Baskets is an American fruit retail founded in 2009. The logo is the transection of a orange (or lemon). The drop water shape in the middle is upside down, which looks a drop of fruit juice from the orange—It represents fresh.
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Look-A-Like Logo Logo with M or with elegant curved shapes.
Material World is a company that resale of luxury fashion, with an emphasis on mindfully reducing on the environment. It uses symmetric elegant serif strokes for the combined letter M and W, which can associate with fashion.
Medico Electronic is a medical research company from Belgium designed by Paul Ibou. By using geometric shapes to create the negative space for the company’s initial ME.
A personal identity logo by Maarten van ‘t Wout. Using symmetric shapes for to combine letter M and W.
Mercer Union is a Canada gallery from 1979. Its logo uses two symbolic star shapes connecting together as the letter M. The round negative space between two stars can seen as the letter U.
Mitsui Home is a Japan Grocery store in 1977. It’s interesting that the M shape is placing on the top of the rectangular shape, in the purpose of making it look like a roof top from a house.
Murayama is a event service company founded in Japan in 1982. Simply using two same shapes together as the symbolic shape of letter M.
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Drogerie Muff is a Pharmacy company from Switzerland founded in 1966. The logo designed by Atelier Stadelmann Bisig. Using three repeated shapes connect together as the letter M.
Maytag is a kitchen appliances company in United State founded in 1963. The logo is designed by Chapman, Glodsmith&Yamasaki. It uses three similar lines as the letter M in a rounded square. The curved triangles from the shape is similar to the new logo of Max Factor.
Marumiya is a Japan Loan Service company founded in 1983. The logo designed by Koichi Watanabe and Shizuo Yoneda. It uses three bold striped shapes as the letter M in a rounded square.
Frontier Airlines, a American airline company founded in 1977. The logo is designed by Saul Bass&Associates. By using wing shapes in a circle to represent speed and also Flag.
Mitake Yogyo is a Japanese landscape gardening company founded in 1983. Yasuhisa Iguchi is the designer for the logo. It uses weave lines and shape in the circle.
Marine Sciences Corporation is an American underwater research company founded in 1962. The logo is designed by Frank R. Cheatham. By using three curved shapes to represent wave.
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V I S UA L D E V E L O P M E N T GU I D E
The Final Logo
The new logo of Max Factor combining the iconic shapes of crown and star, creating graphic shapes of the initial of Max Factor. The new logo represent the meaning that believe in yourself will shine like a star.
Crown
Star
M M for Max
F
F for Factor
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F I NA L L O G O
X
3.5X
X
4.5X
X X X
X=The height from the letter M
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The Final Logo
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F I NA L L O G O
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Design Yingjing Lao Typography Lato Joanna Instructor Hunter Wimmer GR604 Nature of Identity Spring 2018 Sources maxfactor.com/int/our-story/our-heritage en.wikipedia.org/wiki/Max_Factor www.upslapsh.com google.com/imghp
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