Visual Development Guide Rebranding Project

VISUAL DEVELOPMENT GUIDE Camila Fernandez

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Contents 01

Brand History About Timeline

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R1 | Exploration Camp 1 Sketches Camp 2 Sketches Camp 3 Sketches

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R2 | Development Concept Refined Keyword and Phrase Sketch Refinements

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R3 | Refinement Concept Further Sketch Refinements Digital Comps

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Similar Logos Final Logo Visual Standards Guide Inspiration

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Brand History Max Factor was born in Russia and emigrated in 1914 to America, settling in LA to be closer to the budding film industry. Word of Max Factor’s expertise quickly spread and in 1916 he started selling eye shadow and eyebrow pencils. This was the first time such products were available outside the movie industry. Four years later he launched a full range of cosmetics, calling it “make-up” – a phrase he coined His guiding philosophy was that any woman could be glamorous given the right tools and make-up artistry skills.

From mascara to foundation, eye shadow to lip gloss – Max Factor put the transformative tools for make-up artistry into the hands of every woman, enabling her to create her own personal glamour statement every day.

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R1 Exploration Concept This round of sketches seeks to envision the brand through three select, main keywords and phrases. This is done with the purpose of creating a new identity that is differently both visually and contextually, while still serving and representing the brand soul.

Keywords + Phrases Confident Focused and determined Ambitious Knowledgeable and limitless Versatile Driven and multifaceted

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Camp 1 Keyword + Phrase Confident Focused and determined

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Camp 1 Keyword + Phrase Confident Focused and determined

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Camp 1 Keyword + Phrase Confident Focused and determined

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Notes: The idea of focuesd and determined didn’t come through in my approach as much as I wished it did. I tried to play with the abstraction of the letter M and then creating more geometric shapes but it doesn’t seem adequate for the brand

Camp 1 Final 10 Sketches Keyword + Phrase Confident Focused and determined

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Camp 2 Keyword + Phrase Ambitious Knowledgeable and limitless

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Camp 2 Keyword + Phrase Ambitious Knowledgeable and limitless

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Camp 2 Keyword + Phrase Ambitious Knowledgeable and limitless

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Notes: I tried to show the idea of a gem in this round of sketches. I also tried to make the logo mote abstract and some solutions begin to be more effective than others. While this fits the brand better, it still doesn’t convey the brand as much

Camp 2 Final 10 Sketches Keyword + Phrase Ambitious Knowledgeable and limitless

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Camp 3 Keyword + Phrase Versatile Driven and multifaceted

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Camp 3 Keyword + Phrase Versatile Driven and multifaceted

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Camp 3 Keyword + Phrase Versatile Driven and multifaceted

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Camp 3 Final 10 Sketches Keyword + Phrase Versatile Driven and multifaceted

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R2 Development Concept After my first round of sketches I chose the keyword “versatile” to work with, however, I decided to refine the phrase to more successfully establish a design direction for the new identity.

Refined Keyword + Phrase Versatile Intellectual and lively

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Refined Keyword + Phrase Versatile Intellectual and lively

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Notes: The inclusion and abstraction of the letter M seems to work more effectively and represent elegance, glamour and business all in one. I will continue to explore these variations.

Refined Keyword + Phrase Versatile Intellectual and lively

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Notes: The abstraction of an M by constructing it with different elements emphasizes the brands mission. The implementation of a crown and a jewel further represent the idea of women and empowerment.

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R2 Digital Comps

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R3 Refinement Concept This round of sketches takes some of the most effective previous solutions and studies them further to deliver three potential final options

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R3 Refinement

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B&W Digital Comps

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Notes: All though these solutions are some what effective, the logo seems to lack structure. For the final logo I will deliver something more structured that implements the crown, jewel and letter M in a more elegant manner with more straight edges and negative space.

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Exploring Color in Digital Comps

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Similar Logos The following visual research seeks to prevent any plagiarism and furthermore improve innovation of the current logo in work.

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Monero Monero (XMR) is an open-source, privacy-oriented cryptocurrency that was launched in 2014. 1 It is built and operates on the concept. These blockchains, which form the underlying technology behind digital currencies, are public ledgers of participants’ activities that show all the network transactions

Mercedes-Benz Mercedes-Benz is known for producing luxury vehicles and commercial vehicles

Mitsubishi Motors Mitsubishi Motors Corporation is Japan’s fourth largest car company, and manufactures and markets passenger cars and light commercial trucks

Magneto Magento (also known as X. commerce) is a company developing e-commerce platforms and cloud solutions.

Motorola Electronic communications pioneer Motorola, Inc. is a leading designer and manufacturer of cellular phones, cordless phones, two-way radios, pagers, cable modems, broadband set-top boxes, and other communications products and systems.

MG MG is a British automotive marque founded by Cecil Kimber in the 1920s, and M.G. Car Company Limited was the British sports car manufacturer that made the marque famous.

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Mazda Mazda produces sedans, sport wagons, station wagons, minivans, sports cars, light trucks, and commercial vehicles, selling them in Japan under such names as the Demio, Axela, Atenza, Roadster, RX-8, MPV, and Tribute.

Michigan Wolverines The Michigan Wolverines men’s basketball team is the intercollegiate men’s basketball program representing the University of Michigan. The school competes in the Big Ten Conference in Division I of the National Collegiate Athletic Association.

Mattel Mattel, Inc. is a global children’s entertainment company that specializes in the design and production of toys and consumer products.

Merck

Maruti Suzuki Maruti Suzuki India Limited, formerly known as Maruti Udyog Limited, is an Indian automobile manufacturer headquartered in New Delhi.

Mission Winnow Mission Winnow is a PMI-driven initiative to demonstrate our commitment to continuous innovation and development of new solutions that can expedite positive change for society.

Merck KGaA, Darmstadt, Germany, a leading science and technology company, operates across healthcare, life science and performance

Similar Logos

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MESSI Barcelona’s superhero Lionel Messi has been awarded with his own personal logo lately. The story behind Messi’s logo is simple. Each aspect of his logo represents his love, his efforts, his dreams and his achievements for the game and for his country.

MoMA The Museum of Modern Art (MoMA) is an art museum located in Midtown Manhattan, New York City, on 53rd Street between Fifth and Sixth Avenues.

MUFG

MSDOS It was created as 86-DOS by Tim Paterson, a programming specialist of Seattle Computer Products company of Seattle, Washington, the USA.

The Integrated Retail Banking Business Group segment manages domestic business that provides retail banking services, which includes commercial and trust banking; securities trading; and retail product development, promotions, and marketing.

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Metso Metso Outotec is a frontrunner in sustainable minerals processing technologies, end-to-end solutions and services globally. The company helps aggregates, mining, metals refining and recycling customers improve efficiency, productivity and reduce risks.

Metabase Metabase is an open source business intelligence tool. It lets you ask questions about your data, and displays answers in formats that make sense, whether that’s a bar graph or a table.

Michael Phelps Michael Fred Phelps II (born June 30, 1985) is an American former competitive swimmer and the most successful and most decorated Olympian of all time, with a total of 28 medals.

Material UI Our company is focused on making React UIs development easier, better, and accessible to more people. We build open source and commercial tools used by many hundreds of thousands of developers in production.

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Final Logo

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New Identity Introduction Cadence does a great job of introducing the details of the brand extensively and providing detailed insights about the brand’s nature.

Logo Anatomy Apple does a really good job of dissecting and explaining the anatomy of their logo in different instances and variations. This project shows previous studies and examples of composition.

Main ID Color Boeing does a great job at providing all the colors used by the brand.

Additionally, they include other colors that can be used specifically for covers and other elements.

Type Specs Electrolux explains in detail the typefaces used as well as provide information and insights about it

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Logo Don’ts Devon makes an annotated set of examples in which they name and explain the reasons why thr logo shouldn’t be used in certain ways.

Alternate logos Mtrl did a great job of not just presenting variations of the logo but alternate extensions of it as well that explain the use of color effectively.

Visual Standards Guide Inspiration

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Designed by Camila Fernandez GR604 The Nature of Identity Instructor Hunter Wimmer Photo & Text Credit unsplash.com maxfactor.com Typography Proxima Nova Adobe Garamond

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