Process Book 2: Logo Development

TWO LO GO DESIG N DEVELO PMEN T REF IN EMEN T

A N T H ROPOLOG IE

Table of Contents Initial Logo Designs

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Logo Development

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Logo Refinement

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Current Logo The existing logo has nothing unique to its mark. A brand should reflect what is most important to a company. In Anthropologie’s case, the high quality materials and the attention and care given to their clothing and products make them stand out from their competition.

In addition, Anthropologie holds a unique position in the market by offering products that are influenced by regions around the world.

However, this needs to be reflected in their brand.

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INITIAL DESIGNS LOG O

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INITIAL DESIGNS

Initial Sketches Anthropologie’s attention to material led to thinking about how clothes are made and things like stitching and weaving.

The cultural products started up ideas about exploring the world and going on journeys or down different paths.

These ideas, and many more became translated into visual form. The designs most influential to the brands development are shown through out the stages of this process.

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Development of Brand Elements The development of stitching patterns began at this early stage, and played an influential role in how the brand evolved.

The dichotomy between micro and macro became apparent when considering the stitching compared to the overall garment. This lead to thinking about the texture of natural forms found through out the world.

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INITIAL DESIGNS

Initial Digital Executions These two logos developed out of the sketches and natural imagery and the following page features a new approach to the logo.

This logo presented issues with readability, since the type was cut out to reveal the image behind. If the rectangle was not placed correctly, or if the image had too much contrast or darker areas, the type was lost.

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This logo was evolving but the pattern created by the stitches needed to be more apparent, but also careful not to camouflage the type.

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INITIAL DESIGNS

This typographic approach, was based on the definition and breakdown of the word anthropology in the dictionary. Anthropology is the study of human beings and their development over time, which encompasses humans relation to culture. The definition supports the tag line, cultural curiosity, and relates to the different styles offered in the store. The dictionary separates the word into two parts, “Anthro/ Anthrop-” meaning human or man, and “-pology/ology” meaning the study of. Color and weight functioned to differentiate the sections of the word. The accent on the “A” and the macron over the “O” mark the pronunciation of the word.

These 3 versions of the logo developed independently for a short period, but it became clear that they needed to be combined.

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LOGO DEVELOPMEN T

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LOGO DEVELOPMENT

The Foundation From this mark, the logo was able to evolve into its final form.

The rectangular motif from the texture image logo became combined with the typographic logo.

These iterations show an exploration of the colors on different elements and seeing what pops out and what falls further back.

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The stitching pattern was added and became a consistent element in the logo from this point on. These logos show explorations playing with how the stitching pattern would cut across the logo in different areas.

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LOGO DEVELOPMENT

Color Logo Variations

C ol or L o g o V a r i a ti o n s

Ready for Refinement The use of one line of pattern was the most successful, and any of the four stitching patterns could be applied to these two color options.

Design Direction Anthropologie’s attention to all of mankind, reflected in their eclectic product offerings, was emphasized in these designs. By using a thicker line weight and the color white, “anthro/anthrop” is brought to the front and stands out from the colored background. The “ologie/ pologie” is set back in space by being colored in a value similar to the background.

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LOGO REF IN EMEN T

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LOGO REFINEMENT

Color Lo go Var i ati o n s

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Making the Mark Unique The pronunciation markers (à , Ö), an attempt to make the mark more unique, were removed and elements from the different stitching patterns replaced them. The letter forms began to mimic the stitching designs while maintaining legibility, to create Anthropologie’s unique mark. This diagram shows the elements of the patterns and how they were adjusted to create letter forms.

Side Note: The dictionary includes two ways of splitting the word anthropology, anthrop-ology, or anthro-pology. In the beginning of applying this typographic distinction to the logo, the word was broken up as anthrop-ologie. As the logo evolved, it made better sense to use the other method, anthro-pologie, because it better represented the way it is pronounced. This change occurs beginning on the next page.

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LOGO REFINEMENT

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Color Experimentation Experimenting with including multiple color options for the brand.

The colors are playful but still sophisticated in their pairs in an attempt to target an audience from 18-45. Anthropologie currently targets women 28-45, but many younger women enjoy their clothes and targeting that audience may increase sales.

Although the colors changed, they remained consistent with colors used by the current brand.

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LOGO REFINEMENT

Final Color Logo

After much experimentation with color and testing on brand applications with the texture images incorporated, it was decided that there didn’t need to be as much color variation because the images provided enough variation. This resulted in the final logo, with two color options and four stitching pattern options.

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Final Grayscale and Black and White Logo

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Final Logo Design The logo is elegant and refined. It reflects Anthropologie’s attention to the craftsmanship of their clothing with the incorporation of the stitching pattern. This stitching pattern was also able to make the typography of the mark unique, a uniqueness missing from their current brand. The variation available with the stitching patterns and the color reflects the variety of different cultural materials present in Anthropologie’s product collections, and is reflected in the tagling “Cultural Curiosity”.

Because the textured photos are not incorporated into the final logo mark, the brand applications will ensure that it is not forgotten in the brand visuals.

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