The Visual Development Guide

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Contents

THE VISUAL DEVELOPMENT GUIDE

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TABLE OF CONTENTS

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Logo Exploration

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Logo Distillation

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Final Version

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Former Look and History

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Future Directions

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Initial Sketches Phase 1

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Initial Sketches Phase 2

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Initial Sketches Phase 3

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Similar Logo Research

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Digital Sketches

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Digital Refinement

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Color Exploration

42 Logo Assembly 44 Logo Anatomy 46 Visual Standards Inspiration

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THE VISUAL DEVELOPMENT GUIDE

“Get informed. Get outraged. Get inspired.

Get active.”

—Anita Roddick

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LOGO EXPLORATION

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LOGO EXPLORATION

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Logo Exploration

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Former Look and History

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Future Directions

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Initial Sketches Phase 1

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Initial Sketches Phase 2

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Initial Sketches Phase 3

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Former Look and History The Body Shop’s core identity

The Body Shop has a distinguished round

is to use business as a force of good.

logo. The open circle reflects the softness and

The fight for human rights, animal

friendliness of the brand. In addition, the

rights resource preservation

round logo hugs around the wordmark, which

and self-acceptance is integrated

reflects the protective, attentive aspect of

in all products and campaigns.

the brand. The shape also refers to the Earth, which is one of the focuses of the brand.

The round shape is used instead of the letter “O” when the wordmark is used. The color of the logo reflects the core values of the brand: natural, eco-friendly, balanced, and caring.

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1976-1998

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1998-2004

LOGO EXPLORATION

2004-present

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Future Directions

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LOGO EXPLORATION

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Inspiring A positive and powerful perspective

Conscientious Stand for sustainable development

Healthy Vibrant and holistic beauty

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Initial Sketches Phase One Camp 01 | Inspiring A positive and powerful perspective

For this camp, we started with the symbols of people, hands or sun and combine with nature to create a caring and positive looking feel.

Some of the elements have more potential to be explored more.

The curvy shape and the leaf give a soft and organic feeling.

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Initial Sketches Phase One Camp 02 | Conscientious Stand for sustainable development

For this camp, we focused on nature and environmental care.

Curvilinear shapes and hands shelter nature in the form of a tree or leaf.

These highlighted symbols focus on the goal of sustainability.

To capture the feeling of protection, we considered whether the circular or triangular outline in the logo had the potential to work on.

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Initial Sketches Phase One Camp 03 | Healthy Vibrant and holistic beauty

For this camp, we focused on the shape of leaves both in literal or abstract ways. To convey the idea of beauty, we focused on curvilinear shapes.

These highlighted symbols are more abstract but also convey the feeling of what we want to show to the audience.

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Initial Sketches Phase Two Conscientious Direction

Based on the chosen symbol from the conscientious camp, we explored more symbol with triangular structure.

Unlike the previous phase, in which the triangular shape looked more structured, we created more triangular shapes that were more soft and curvy.

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Initial Sketches Phase Two Healthy Direction

Based on the chosen symbol from the healthy camp, we explored more leaf symbols.

These chosen symbols keep the abstract look but also resemble the shape of a leaf.

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Keyword Redefinition After exploring two directions out of the three in phase two, we decided to combine two main core values. “Conscientious” and “Healthy” become “Holistic” to reinterpret our focus concisely for further logo exploration.

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Holistic Conscientious

Stand for sustainable development

Sustainable

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Healthy

Eco-friendly

Vibrant and holistic beauty

+ beauty

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Initial Sketches Phase Three Holistic Direction Following this new direction, we sketched more variations of these two logos. They combine the circle, leaf and curvilinear shapes.

These highlighted symbols are what we attempted to render a digital formal.

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LOGO DISTILLATION

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Logo Distillation

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Similar Logo Research

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Digital Sketches

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Digital Refinement

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Color Exploration

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Foodland Ontario

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consumer promotion program

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Australian Organic

Before turning the logo sketches into digital versions, we researched existing brands for similar logos.

In order to make our logo more sophisticated, we made sure that our logo is distinguishable from other brands. The logos that we searched for were based on graphic elements that use similar shapes.

Most of them look organic with the symbol of a leaf or curvy shapes.

organic skin care

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Envato

promote and support certified

Internet, Web Design,

organic businesses

Web Development

Cotton

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Organic Living

Brand marketing and

manufacturer and distributor

brand management

of healthy food

Koia Plant-Based Protein Drinks

Similar Logo Research

BioVegane

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Salomon sports equipment manufacturer

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A New Leaf

LOGO DISTILLATION

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housing, healthy community

Organic India

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produces organic herbal and

Simple Truth organic food

Ayurvedic health products

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Jaivik Bharat

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organic food

Humble Seed

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provides non-GMO, non-hybrid,

Credit Valley conservation authorities

and organic seed

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Metro Mulch

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organic waste recycling

Wild Clover

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organic clothing

Carhartt U.S.-based apparel company

and composting

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Semper Florens study association of plants science, plant biotechnology and organic agriculture

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Cultivating organic farm

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Waves airline based in Guernsey

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Digital Sketches Based on phase 3 initial sketches, we created 10 digital roughs.

The highlighted symbols are more simple and fit to our brand.

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Digital Refinement Based on the digital sketches we had, we tried to make these logos look more systematic.

We used golden ratio circles to create these logos. They looked more professional and structured than before, but not refined fully in some details.

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Color Exploration We explored different colors on these three logos to get a feeling for the colors we chose to fit the verve of the brand. The colors we chose are earth tones, which give an organic feel and are close to nature.

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Final Direction After the refinement of three digital logos, we chose this logo as our final direction. The leaf represents our care of nature. The curvilinear shape provides a soft and organic feeling. To make our logo look more smooth, we figured out how to use the same sized circle to create a basic structure by doing more sketches.

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FINAL VERSION

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Final Version

42 Logo Assembly 44 Logo Anatomy 46 Visual Standards Inspiration

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LOGO DISTILLATION |

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Logo Assembly The Body Shop logo is composed of the symbol, which is an organic shape of leaves, and the wordmark, which is the brand name in all caps.

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Logo Anatomy The Body Shop logo is built with circles of the same diameter. The width and height of the symbol are in particular proportion. This has the advantage that it can be applied precisely in any circumstance.

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Visual Standards Inspiration 01

Logo Assembly A signature consists of two components: the symbol and the logotype.

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Clear Space For ultimate visibility and impact, it’s important to retain a designated ‘clear space’ around the signature.

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Incorrect Usage An important factor in creating and maintaining a visual identity is the consistent presentation of the identity elements.

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Brand Colors Color is a critical element in creating a memorable and lasting identity.

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Clear Space

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Incorrect Usage

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Move to the Next Phase

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MOVE TO THE NEXT PHASE

The Visual Standards Guide We have journeyed through the process of creating our new logo in The Visual Development Guide. In the next guideline, The Visual Standards Guide, we will introduce the overall visual system and the new extensions of The Body Shop.

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Colophon This book is a noncommercial project for educational proposes and is not intended to represent The Body Shop brand.

Designer Christine Wang Class GR604 Nature Identity Instructor Hunter Wimmer Photography Unsplash.com, iStock Software Adobe Creative Cloud Typefaces Caecilia Tisa Sans Binding & Printing Blurb.com

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