NEW MARK
Visual Development Guide
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AVON
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VISUAL DEVELOPMENT GUIDE
NEW MARK
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Visual Development Guide
AVON
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VISUAL DEVELOPMENT GUIDE
NEW MARK
“Research is to see what everybody else has seen and to think what nobody else has thought.” —ALBERT SZENT-GYORGYI, BIOCHEMIST
CONTENTS
01
LOGO RESEARCH 8
Identity Evolution
12
Key Words
13
Visual Research
02
LOGO DEVELOPMENT
03
LOGO FINALIZATION
16
Initial Sketches
28
Final Logo
22
Chosen “A“
34
Color Palette Exploration
24
Digital Refinements
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VISUAL DEVELOPMENT GUIDE
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01 LOGO RESEARCH 8 12 13
Identity Evolution Key Words Visual Research
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VISUAL DEVELOPMENT GUIDE
IDENTITY EVOLUTION Since 1886, Avon had been growing and became a global company. The Avon logo has changed with its expansion. Logos of different period have their own styles and stand for Avon at that time.
1886–1904
1904–1911
1910–1929
1930–1936 The first Avon Logo
1936–1947
1947–1954
8
LOGO RESEARCH
1954–1972
1970s–1980s
1980s–2009
2009–2018 The present Avon Logo
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VISUAL DEVELOPMENT GUIDE
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KEY WORDS The three keywords: empower, confident and influential, originate from the soul of Avon. It is our mission to empower women to be more confident and encourage them to seek opportunities to take more social responsibilities and achieve their full potential. By using these keywords as inspiration, we can explore several visual concepts and ideas that pertain to our mission objective.
EMPOWER Actively seeking Being independent Potential
CONFIDENT Show your true self Believe in yourself Believe you can do anything
INFLUENTIAL Having good connections Influence others
12
LOGO RESEARCH
VISUAL RESEARCH I researched similar logos or marks to get inspiration and also tried to distinguish the new Avon logo from these logos. I decided to emphasize the Initial A of the brand name so I looked for logos with letter A or with triangle shape.
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02 LOGO DEVELOPMENT 16 22 24
Initial Sketches Chosen “A“ Digital Refinements
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INITIAL SKETCHES Based on three key words, I explored ways to sketch logos as much as possible. In this step, we can find the best idea from the three camps and focus on one word to refine and explore.
EMPOWER [Symbolic+Graphic+Wordmarks] Avoid sexual feeling. Avon is about women but also feels strong.
16
LOGO DEVELOPMENT
Both of them have potential that can be developed further.
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VISUAL DEVELOPMENT GUIDE
CONFIDENT [Symbolic+Graphic+Wordmarks] Too feminine. It needs some strong touch.
18
Star shape is kind of interesting, but the star needs to be right one.
LOGO DEVELOPMENT
It’s nice because it’s balanced.
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VISUAL DEVELOPMENT GUIDE
INFLUENTIAL [Symbolic+Graphic+Wordmarks]
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LOGO DEVELOPMENT
The shape is interesting, but it needs to have meaning.
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CHOSEN “A” After wide exploration of three keywords and I decided to focus on letter A because A is the first letter which represents starting of everything. I kept drawing more letter A based on my three initial concepts.
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LOGO DEVELOPMENT
These three are nice to be developed further. Capital “A“ works great with the triangle.
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VISUAL DEVELOPMENT GUIDE
DIGITAL REFINEMENTS Pick several workable sketches and bring them into computer to see how they work in digital formats. The goal is to understand the production detail and process when drawing them digitally.
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LOGO DEVELOPMENT
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03 LOGO FINALIZATION 28 34
Final Logo Color Palette Exploration
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VISUAL DEVELOPMENT GUIDE
FINAL LOGO Our new logo contains innovative thinking. The logo is the combination of two ideas to represent the soul of Avon. The letter A is the initial letter of Avon. The triangle means confidence. This combination conveys that Avon will empower women to be more confident, and encourage them to seek opportunities to take more social responsibilities and achieve their full potential.
A INITIAL�A�
28
+
= TRIANGLE
SYMBOL
LOGO FINALIZATION
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FINAL LOGO
X
X
X
X
X X X = The height of letter “A“
32
X
LOGO FINALIZATION
X
X
X
X
X = The height of letter “A“
X
X
X
X
X = The height of letter “A“
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COLOR PALETTE EXPLORATION For the final color palette, I experimental with combination of colors which represent the soul of brand.
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C: M: Y: K:
10 85 60 0
R: G: B:
220 77 89
C: M: Y: K:
0 0 0 90
R: G: B:
64 64 66
C: M: Y: K:
85 100 0 25
R: G: B:
65 29 117
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“Design is so simple. That’s why it’s so complicated.” —PAUL RAND, AMERICAN ART DIRECTOR
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Visual Development Guide DESIGNER Yiyang (Lucy) Lu
This book is non-commercial project for educational purpose and not intended to represent the Avon company.
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VISUAL DEVELOPMENT GUIDE
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VISUAL DEVELOPMENT GUIDE