VISUAL DEVELOPMENT GUIDE
02 VISUAL DEVELOPMENT GUIDE
COTY
Visual Development Guide
“You should put scent where you like to be kissed.” Catherine Deneuve, French Actress
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TABLE OF CONTENTS
01 CONCEPT Brand Overview
Precious Logo
New Concept
Logo Sketches
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02 REFINEMENTS
DEVELOPMENT
Sketch Refinement
Final Logo
Digital Refinement
Logo competitors
Final Refinement
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CONCEPT
Brand Overview
Precious Logo
New Concept
Logo Sketches
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BRAND OVERVIEW Coty will go far beyond creating fragrance, cosmetics, skin and hair care. Since Coty is an expert in creating scents, there is a potential to study scent to inspire people’s moods and let them live better. Coty will provide a chance for people to enhance their different life experiences through scent interaction. Our mission is to use scent to enhance experiences in people’s lives
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PREVIOUS LOGO Before creating a new visual identity of Coty, taking time to look at the current logo and research the meaning is an important step of design. We can take the good idea of the old logo to create a more successful and relevant logo. The old Coty used the geometric bold typeface with curved lines to convey classical and elegant style. They created a whole typeface to use for this brand. We can see the tagline for Coty’s logo is the same Curve style typefaces. The inspiration of Curve typefaces comes from the shape of a butterfly. They express the charm of women using the butterfly as a symbol of beauty. Overall, the previous logo suggested something feminine and luxurious.
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Visual Development Guide
Curved lines
Coty’s typeface was inspired by butterfly
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NEW CONCEPT Starting to create new logo, I was brainstorming about the new mission. Since the concept from scents and life experiences, I distilled this concept into three keywords: flow, brightness and renovate. Each keyword represent one camp, which has three categories—symbol,trademark and wordmark. That will help me to build a new visual system and guide the design process.
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FLOW SMOOTH AND SOFT The idea of scent is soft and fluid. It Refresh people’s mind slightly changes people’s feelings in daily life.
BRIGHTNESS BRIGHTEN PEOPLE’S LIFE The idea of scent can inspire people in their lives and give them a brighter experiences of life.
RENOVATE REFRESH PEOPLE’S MIND The idea of scent is fresh and free. It refreshes people’s perspectives and lives.
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LOGO SKETCH 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.
RENOVATE
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Beautiful shape, but no meaning. Try to add meaning to it.
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LOGO SKETCH When I created the logo with “Brightness”, I draw lights, stars, and energetic shapes.
BRIGHTNESS
Don not go this way.
Visual Development Guide
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The star works for a brighter life.
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LOGO SKETCH The three logos work with the air concept. Try explore more ways in the next step.
FLOW
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Beautiful shape but it looks like a leaf with green style.
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REFINEMENTS
Sketch Refinement
Digital Refinement
Final Refinement
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SKETCH REFINEMENT From the three camps, the theme of brightness works best. It means Coty will brighten people’s lives through scent interaction. I used the air shapes and a star to combine with the letter “C”.
BRIGHTNESS
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The four circled logos look like air and a fresh style. Go this way.
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DIGITAL REFINEMENT From the star, air concept and letter “C”, I turned the best sketches into the digital version. Finally, I created the a different style of logos that conveys a fresh, technological and inspiring life.
BRIGHTNESS
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The style looks like Turkey’s flag. The style looks like a car company.
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FINAL REFINEMENT Finally, I chose the two pieces of air shapes with the star to represent the letter “C”. I tried different widths of the air and arc that show different feelings. I also created various styles of star to match the arc of the “C”. The two airs go in different directions and in one versions of my logos, I added three air shapes.
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Visual Development Guide
These three “stars” are set in the best positions.
LOGO
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FINAL REFINEMENT For the wordmark, I used same arc with the air to build the letter “Y”. I tried different approaches to identify the curve “Y”.
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Visual Development Guide
The “Y” is too fancy.
WORDMARK
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DEVELOPMENT
Final Logo
Logo Competitors
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FINAL LOGO In the final logo, I used circles to support my logo structure. I use the thinner width of two air shapes to represent scent. Also, I and used the arc to cut the perfect circle, which conveys classical themes. About wordmark, I use exactlythe same letter “C” from the logo, and I use arc of “C” to build the letters “T” and “Y”. The curved “Y” is same arc as the top air shape of the logo.
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Visual Development Guide
Air shape
Star as a symbol
Letter “C”
Used circles to support my logo structure.
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Logo
Wordmark
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LOGO COMPETITORS These are similar logs with Coty’s new logo look. When I am in the process of creating logos, it is a good way to find some similar logos from different industries. All of the logos have stars and air as symbol with the letter “C”. However, when these symbols are brought together, they can have different meanings in the filed of politics, the car industry and the airplane industry. Doing research before finishing a new logo can help me to prevent going in the wrong way.
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SEPHORA COSMETICS The shape of the logo represents a woman’s body, which reflects that this is a women’s beauty brand.
SUBARU VEHICLE The shape of stars shows the energy of the company. The big star with the group of small stars represents the brand are leading in the industry.
CHANEL FASHION The shape of the double letter “C” combined together shows a classical, elegant and fashion feel.
CUARZO FRAGRANCE The shape of a double letter “C” face to face combined together with the dots from the body of the letter shows drops of fragrance.
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CAMPUS MANUFACTURING The organic handwritten shape of the “C” expresses a fresh lifestyle.
NATIONAL RENTAL CAR The soft shapes represent the roadway in the car industry. The green color shows freshness and environmental friendliness.
ANSELL MANUFACTURING The shape of the star is modern and edgy.
GOJO MANUFACTURING The log is similar to my logo. It combine a star with the letter “J”.
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SSMHEALTH HOSPITAL The shape of airs currents are twisted with each other, but the logo is symbolic. It is classical and steady.
STCLARE COFFEE The lines to create the letter “C” represent the coffee cream on top.
SANTANDER BANK The air shape uses negative space to show the symbol, but the color makes the logo look like firefighting.
DCSHOECOUSA SHOES The shape of the star shows a modern and edgy feeling. There is a star breaking the letter to represent adventure and sports.
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VANAIR AIRCRAFT The shape of air represents the letter “E”; it shows flow and air.
TURKEY FLAG The shapes of a star and moon identifies the country of Turkey.
COLLISTAR COSMETICS The outline of the shape “C” looks like the box of eyeshadows from this cosmetics store.
BILLERBECK HOUSEWARES The shape of circle conveys flames to reflect the houseware brand.
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PSOAS BODYWORK The shape of wind and the circle represent people doing massage.
SAFEWAY GROCERY The shape of wind is flowing and smooth. It conveys a friendly, vivid and fresh feeling.
STAR CINEMA PRODUCTION The shape of the star is modern and dynamic. It means the company is sparking and professional.
STARTIMES TV SHOW The shape of the star with gradient colors to express TV shows is vivid and diversified.
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Copyright Š 2017 Zihan Yang This book is a non-commerical project for educational proposes and is not intended to represent the Coty brand. Photography Flickr.com Indulgy.com Unsplash.com