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_ VISUAL DEVELOPMENT GUIDE MAX FACTOR

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_ VISUAL STRATEGY GUIDE MAX FACTOR

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_ TABLE OF CONTENTS

1. VISUAL RESEARCH

9P

THE HISTORY THE OLD IDENTIT Y NEW CONCEPT

2. LOGO DEVELOPMENT

23P

3. THE FINAL LOOK

45P

VISUAL GUIDE INSPIRATION LOOK LIKE-A-LOGOS

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VISUAL RESEARCH

This chapter shows the main keywords for the brand and how keywords represent the new logo of the brand as well. Through the logo process, we can learn about how the design process is important for the brand identity.

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_ THE HISTORY Max Factor is one of the oldest cosmetic brands and founded by Maksymilian Faktorowicz in 1909. He changed the name to Max Factor when he settled into Los Angeles. Then he started working as a creator of wigs and make up for the film industry. After the building his careers, he became the most famous west coast theatrical make up manufacturer. The company only used black and white colors for the logos and didn't use any symbol.

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_ THE OLD IDENTITY Max Factor used the simple logo before and they use only two colors which is black and white. The company didn't use any symbol before and only used the word mark. Max Factor is one of the oldest cosmetic brands and founded by Maksymilian Faktorowicz in 1909. He changed the name to Max Factor when he settled into Los Angeles.

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BEFORE

NOW

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_ NEW CONCEPT This section shows the main keywords for the brand and how keywords represent the new logo of the brand as well. Through the logo process, we can learn about how the design process is important for the brand identity.

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CONFIDENT

_ LET YOUR VOICE BE HEARD

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FEARLESS

_ BOLD AND ELEGANT

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GLOW

_ POWERFUL ENERGY

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LOGO DEVELOPMENT

This chapter shows the main keywords for the brand and how keywords represent the new logo of the brand as well. Through the logo process, we can learn about how the design process is important for the brand identity.

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_ INITIAL SKETCHES CONFIDENT

1. These crown shape has potential to

LET YOUR VOICE BE HEARD

represent the symbol of the brand 2. This geometric shape has potential to represent the crown shape.

1.

2.


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_ INITIAL SKETCHES FEARLESS POWERFUL ENERGY

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1. Letter M can not work to represent the brand because it reminds of other cosmetic brands.

1.

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_ INITIAL SKETCHES GLOW BOLD AND ELEGANT 1. Letter M and F does not work to represent the brand logo.

1.


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_ REFINE SKETCHES CONFIDENT LET YOUR VOICE BE HEARD

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2. Based on feedback, I developed different kinds of crown shapes and I focused on to showing outline the crown shapes, and made them symmetrical and balanced look.

1.

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_ FUTURE EXPLORATION THE CROWN Overall, I was going to develop different kinds of crown shape, so I decided explore more different kinds of crown shape.

This crown shape has the most potential

1.


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_ REFINE SKETCHES THE CROWN

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1. This crown shape has the most potential

1.

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_ DIGITAL SKETCHES Based one piece of feedback, I tried to draw more interesting shapes and refine the craft issues. Also I showed different kinds of crown shapes too. I focused on dynamic angle of the triangle shapes as well.

ax factor

ax

factor


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_ TYPE TREATMENT I tried to explore different types of sans serif typefaces. Based on the symbol, I decided to make the typeface look symmetrical and balanced feeling.

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_ ALTERNATIVE VERSIONS BLACK AND WHITE VERSION

+


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_ COLORS

C

M

Y

K

0

90

90

0

R

G

B

239

65

48

C

M

Y

K

30

100

0

30

R

G

B

136

3

106


C

M

Y

K

50

0

100

0

R

G

B

141

198

63

C

M

Y

K

10

20

90

20

R

G

B

163

47

C

M

Y

K

100

0

10

60

R

G

B

0

91

117

191

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THE FINAL LOOK

This stage shows the final look of the Max Factor also showing different sizing and logo anatomy as well.

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_ FINAL LOGO BLACK AND WHITE VERSION

+ CROWN SYMBOL

WORDMARK


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_ LOGO IN COLORS

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_ FINAL LOGO COLOR VERSION

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+ CROWN SYMBOL

WORDMARK

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_ ALTERNATIVE VERSIONS Showing different style of typeface by using the crown symbol.

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_ VISUAL GUIDE INSPIRATION Leveraging inspiration is an important process to figure out what is a good design process. Through this research, designers can know how other brands made logos and how they are processing by showing a lot of detail variation. Choosing different colors and typeface brings a very different mood in the company. These inspirations can show the guide of why the process is a very important role in the design.

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_ LOGO ANATOMY I’ve been seeing the UPS logo for many years but didn’t realize that many processes. Choosing the color and typeface is not the final process of the logo design. Showing different background colors obviously brings a different mood. Also showing crop images or showing a full shot of the image is can be small details but also showing very different moods overall.


This process is showing how color choice is a very important role in the design. Choosing different color tones to bring every different image of the company. Choosing different colors and the location of words brings different effects. Using contrast color together of the FedEx logo is more pop up than other colors.

This process is simple only showing different color choices. But through this process, we can see how color choice is a very important role in the design. Gray and pink is the opposite feeling and mood. Using gray color is a more neutral image of the company but showing pink color is more pop up and bring a more friendly image of the company as well. We can realize choosing a color can bring a new image of the company as well.

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_ LOGO PROCESS Sometimes symbols have more power than the typeface. Using symbols is another way of explaining the company ’s communication with audiences. People can understand just look at symbol what the company trying to say without looking at typeface. Each symbol explains the different meanings. We can realize how symbols have the power of the showing logo itself.


This logo process showing how parentheses are can be a very important role in the design. Using simple parentheses could bring a huge effect on the meaning. How punctuation marks can be used in different ways also can highlight the logo too.

Choosing different weights of a typeface is can be small details but bring a huge effect of the design. Because this process showing different weights with symbol logo feels very different. Also showing symbol logo with typeface or just showing typeface brings a different mood. People can imagine the company using a symbol logo together. We can see how the symbol logo can be an important role in the logo.

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_ LOOK-A-LIKE LOGOS Using the crown shapes can discover from luxury watch brands to airline companies as well. The crown shape gives the feeling exclusive and special feeling to the audience. Different kinds of crown logos represent the different brand images to the audience.

Czar hotel logo using the only letter “C” with the crown logo

Maserati automobile brand uses the sharp crown logo also

together. Used the only one solid black color gives the strong

highlight the red color, using blue and red colors together it gives

feeling of the brand logo. It ’s a classic, well-balanced design

the contrast feeling as well. Also using graphic elements together

logo as well.

it looks more interesting as well.

This food company used the two kinds of geometric shapes

This food company is based in England, using only red colors but

together they used the saturated colors but highlight the

very sophisticated and detailed design it gives more something

company name by using a big letter logo. It gives a very bold

exclusive feel as well.

feeling as well.


This casino brand used the crown symbol to represent their

This food brand used the crown shape but made them smaller

brand. They used the primary colors to highlight the symbol and

they more focused the word mark then symbol. Used the red

word mark.

color for word mark to highlight the company name.

A watch brand and using the gold crown symbol as well. Gold

KLM airline brands used very simple shapes to represent the

color choices gives more luxurious feeling as well.

crown shape but it gives contrast feeling the logo and well balanced as well. Also using one solid color brand looks more bold and strong.

This hotel brand uses geometric shapes of the crown logo even

This tour company is based in England they used bold types and

though they use different shapes but it looks classic and

use the crown symbol at the top of the “C� letter. Using one solid

balanced as well.

color gives a very strong feeling as well.

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_ LOOK-A-LIKE LOGOS Used the triangle shapes overall but each company shows different feeling as well. Using different sizes of triangle shapes looks more balanced and dynamic feeling as well.

This hotel brand used a symbol and graphic elements together

This hotel logo used the crown shapes but made them sharp of

also chose the one solid gold color to represent the brand. It

the edge it looks more classical feeling as well also using two

looks very classic and sophisticated as well.

different styles of typeface gives contrast feeling as well.

Royal Silk brand used graphic elements and the symbol together.

This food company using bright colors for the background and

This logo looks more detailed and sophisticated.

the symbol. It gives me a more friendly image because of the color choices.


This beer brand used the crown as the symbol and make them

This restaurant used the black and white color to highlight their

symbol smaller than the word mark. Also, they used the color for

logo. It gives a very strong effect by using only one color tone.

the background and not the word mark and symbol, but it gives

They made the symbol bigger than word mark and used the more

a contrast effect.

delicate shapes of the crown.

This brand used a symbol with san-serif typeface together

This hotel used the crown shape with the lion together. Also

also using one color tone to represent the logo. Using tracking

used black color it makes more strong image with the logo.

between letters looks more make the balance.

Adida’s original brand uses the crown shapes. Choosing only

This tea brand is based in Vietnam they used the crown logo for

black color feels very strong. It shows bold, powerful and

the brand. Crown logo gives feeling to people from England or

movements through the logo.

Royal brand image as well too.

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_ SITE URL Images from

Source from

Newyorktimes.com

Businessinsider.com

Businessinsider.com

Newyorktimes.com

Quora.com

Quora.com

unsplash.com

fourtune.com

Typeface Noto Sans 7/11

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Profile for esther_lim

GR604_ Visual Development Guide  

This is a student project.

GR604_ Visual Development Guide  

This is a student project.

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