GR604_POND'S_Visual Development Guide(student project)

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The Visual Development Guide

Our Heritage

The Visual Development Guide

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The Visual Development Guide

Our Heritage

This is a student project designed for academic purposes which do not represent POND’S in any way.

The Visual Development Guide

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The Visual Development Guide

Our Heritage

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The Visual Development Guide

Our Heritage

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The Visual Development Guide

Our Heritage

Contents I. Identity Evolution 10

Our History

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Former Look and History

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Future Direction

II. Initial Sketches 16

Round One Sketches

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Round Two Sketches

III. Digital Sketches 48

Round Three Sketches

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Three Refined Solutions

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Our New Logo

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Look-a-like Logos

IV. Visual Guide Research 84

Leaverage and Annotate Inspiration

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The Visual Development Guide

Our Heritage

The Visual Development Guide

Chapter One

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Our Heritage

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I. Identity Evolution 10

Our History

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Former Look and History

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Future Direction

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The Visual Development Guide

Identity Evolution

Our History POND’S started out in 1846 as a patent medicine company when Theron T. Pond, a pharmacist from Utica, New York, began selling “Golden Treasure”, a homeopathic remedy containing witch hazel. By the twentieth century, the company’s main strategy was geared towards selling cosmetics products.

Today Ponds is sold around the world.

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The Visual Development Guide

Identity Evolution

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The Visual Development Guide

Identity Evolution

Former Look and History The Bloom of The Iconic Tulip We introduced our iconic Tulip logo in the 1960s, a symbol of feminine beauty that has since then epitomized the brand’s promise of radiant skin, no matter what your skin is facing.

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The Visual Development Guide

Identity Evolution

Future Direction Our new brand mission is to bring out the beauty and confidence in women with the best science, technology, and natural methods. We will incorporate the future direction in the design.

Scientific / Glow from insode out.

Authenthic / Continue our heritage & meet your needs.

Beneficial / Holistic Health and Growth.

Genuine / Combining Scientific & Authentic.

The Visual Development Guide

Chapter Two

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Our Heritage

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II. Initial Sketches 16

Round One Sketches

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Round Two Sketches

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The Visual Development Guide

Initial Sketches

Round-one Sketches POND'S three keywords are Scientific, Authentic and Beneficial. Based on the keywords, we developed the key phrases that can be used to generate the logo sketches in three divergent directions.

Round-one, we established 300 sketches, with ten refined sketches per camp.

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The Visual Development Guide

Initial Sketches

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The Visual Development Guide

Initial Sketches

Scientific We use science and technology to provide solutions for your inner and outer beauty.

Glow from inside out.

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The Visual Development Guide

Initial Sketches

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The Visual Development Guide

Initial Sketches

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The Visual Development Guide

Initial Sketches

The Visual Development Guide

Refined Sketches

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Initial Sketches

Scientific (10 Refined Sketches)

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The Visual Development Guide

Initial Sketches

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The Visual Development Guide

Initial Sketches

Authentic Our products use natural ingredients to meet your needs and concerns.

Continue our heritage & meet your needs.

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The Visual Development Guide

Our Heritage

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The Visual Development Guide

Initial Sketches

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The Visual Development Guide

Initial Sketches

The Visual Development Guide

Refined Sketches

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Initial Sketches

Authentic (10 Refined Sketches)

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The Visual Development Guide

Initial Sketches

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The Visual Development Guide

Initial Sketches

Benefit We produce the best products and services to benefit your health and personal development.

Holistic Health and Growth.

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Our Heritage

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The Visual Development Guide

Initial Sketches

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The Visual Development Guide

Initial Sketches

The Visual Development Guide

Refined Sketches

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Initial Sketches

Benefit (10 Refined Sketches)

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The Visual Development Guide

Initial Sketches

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The Visual Development Guide

Initial Sketches

Round-two Sketches After round-one sketches, we decided to combine “scientific” and “authentic” into “genuine.” which integrates the essences of the two words that could deliver POND’S value.

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The Visual Development Guide

Initial Sketches

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The Visual Development Guide

Initial Sketches

New Keyword: Genuine Combining Science and Authentic.

POND’S new mission is to bring out the beauty and confidence in women with the best science, technology, and natural methods. I modified some typefaces, the shape of leaves and stars to deliver the message.

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The Visual Development Guide

Our Heritage

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Initial Sketches

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The Visual Development Guide

Initial Sketches

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The Visual Development Guide

Initial Sketches

Exploring various typefaces that can be further altered as potential logos.

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The Visual Development Guide

Initial Sketches

POND’S POND’S POND’S POND’S POND’S POND’S POND’S POND’S POND’S POND’S POND’S POND’S

POND’S POND’S POND’S POND’S

The Visual Development Guide

Refined Sketches

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Initial Sketches

New Keyword: Genuine (10 Refined Sketches)

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The Visual Development Guide

Initial Sketches

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Chapter Three

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Our Heritage

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III. Digital Sketches 48

Round Three Sketches

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Three Refined Solutions

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Our New Logo

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Look-a-like Logos

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The Visual Development Guide

Digital Sketches

Round-three Sketches By getting inspiration from the second round, we continued to explore more symbols or graphics that can represent the word genuine.

We made more modifications and more attempts.

Finally, we chose three potential logos and create digital comps in both black + white and in color.

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The Visual Development Guide

Digital Sketches

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Digital Sketches

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The Visual Development Guide

Digital Sketches

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Digital Sketches

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The Visual Development Guide

Digital Sketches

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Digital Sketches

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Digital Sketches

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The Visual Development Guide

Digital Sketches

Digital Sketches More Refinements After turning the hand sketches into digital forms, we did more modifications and delivered three possible design solutions for the brand.

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Digital Sketches

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The Visual Development Guide

Digital Sketches

Digital Sketches Symbol/Graphic + Wordmark

POND’S POND’S

POND’S

POND’S

POND’S POND’S

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Digital Sketches

POND’S

POND’S

POND’S

POND’S

POND’S

POND’S

POND’S

POND’S

The Visual Development Guide

Design Solution 01

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Digital Sketches

Design Solution 1 Black and White

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With Color

The Visual Development Guide

Digital Sketches

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Design Solution 02

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Digital Sketches

Design Solution 2 Black and White

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With Color

The Visual Development Guide

Digital Sketches

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Design Solution 03

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Digital Sketches

Design Solution 3 Black and White

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With Color

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Digital Sketches

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The Visual Development Guide

Digital Sketches

Our New Logo Star + Petal & Leaves Combining the star, petal, and leaves and using only organic lines and round shapes to form the letter P is the most successful direction representing the new POND’S. After deciding on the final direction, we developed more refined sketches before creating the digital logo.

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The Visual Development Guide

Digital Sketches

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Digital Sketches

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The Visual Development Guide

The Logomark We spent much time creating several versions of the digital logo, the differences are mostly on the tail of the letter P. On the left and below are the final version of the digital comps.

Digital Sketches

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Refinement 1

Refinement 2

Our New Wordmark

Digital Sketches

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The Visual Development Guide

The Wordmark We modified the curves of the letterforms to form our new wordmark. The geometric sanserif typeface, Kontora, is elegant, universal and laconic that shows a touch of retro aesthetics which can represent the new POND’S.

POND’S

The original typeface has minimal amount of decor, mostly modern proportions and letterforms.

Digital Sketches

The Visual Development Guide

Our New Logo

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Digital Sketches

Our New Logo Black and White Our new logo can only be modified with black & white or brand primary colors. When over a dark background color or a dark photograph, the logo must be in white.

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The Visual Development Guide

Digital Sketches

The Visual Development Guide

Our New Logo

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Digital Sketches

Our New Logo With color Our new logo can only be modified with black & white or brand primary colors as shown on the previous page and here.

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Digital Sketches

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Look-a-like Logos

Look-a-like Logos Before deployment, it is essential to research and verify that the chosen mark is not already in use.

For our similar logo research, we focus on those logos with petals, leaves or star signs.

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Look-a-like Logos

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Look-a-like Logos

Logos with Petals or Star These 20 logos are not limited to the skincare, health, and wellness industries but across different business sectors.

Huawei Technologies Co., Ltd. is a Chinese multinational technology corporation in China. It designs, develops and sells telecommunications equipment, consumer electronics and various smart devices.

New Holland is an American agricultural machinery manufacturer. Their products include tractors, combine harvesters, balers, forage harvesters, self-propelled sprayers, haying tools, seeding equipment, harvesters.

Adidas AG is a German multinational corporation, founded and headquartered in Herzogenaurach, Bavaria, that designs and manufactures shoes, clothing and accessories.

Texaco, Inc. is an American oil brand owned and operated by Chevron Corporation. Its flagship product is its fuel "Texaco with Techron". It also owned the Havoline motor oil brand.

Converse is an American shoe company that designs, distributes, and licenses sneakers, skating shoes, lifestyle brand footwear, apparel, and accessories.

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The Visual Development Guide

Look-a-like Logos

TOMATO BANK, LTD. is a regional bank operating in Okayama prefecture. The Bank provides commercial banking services including deposits, loans, and foreign exchange transactions.

Tropicana Brands Group is the name of a former American multinational fruit-based beverages company.

United Airlines, Inc. is a major U.S. airline headquartered at Willis Tower in Chicago, Illinois. This is the old logo they owned.

Petro-Canada is a retail and wholesale marketing brand subsidiary of Suncor Energy. Until 1991, it was a federal Crown corporation.

Pontiac was an American automobile brand owned, manufactured, and commercialized by General Motors.

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Look-a-like Logos

EBSCO Information Services, headquartered in Ipswich, Massachusetts, is a division of EBSCO Industries Inc..

EBSCO provides products and services to libraries of very many types around the world.

NaturalPath Media is an online media network for the sustainable, healthy, and conscious living verticals.

Nurture Growth Bio Fertilizer Inc. is a Canadian company that provides an innovative bio-organic fertilizing solution to the agricultural industry.

Organic Connections is a non-profit organization established to organize conferences and trade shows for the prairie organic industry and to facilitate activities that enhance and promote the organic sector through education and awareness.

Textile Exchange is a non-profit, member-based organization incorporated in 2003. It is positively impacting climate through accelerating the use of preferred fibers across the global textile industry.

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Look-a-like Logos

Peloton uses technology and design to connect the world through fitness, empowering people to be the best version of themselves anywhere, anytime.

Village Dermatology offers experienced board-certified dermatologists and dermatology experts dedicated to helping you achieve healthy skin.

Wellness Coaches is one of the fastest-growing leaders in the clinical management healthcare space.

Simple Skincare is a British brand of soap and skincare products, designed for sensitive skin. Simple has been owned by Unilever since 2010.

Toys R Us is an American toy, clothing, and baby product retailer owned by Tru Kids, Inc. and various others.

The Visual Development Guide

Chapter Four

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Our Heritage

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IV. Visual Guideline Research 84

Leverage and Annotate Inspiration

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The Visual Development Guide

Visual Guideline Research

Leverage and Annotate Inspiration Researching and examining the examples of existing Visual Standards Guidelines helps us understand the rules and structure of a brand. It helps us leverage inspiration, delivers a consistent brand image and successful messages to the audiences.

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Visual Guideline Research

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Visual Guideline Research

New Identity Introduction vmware They have a structured explanation of why they changed their identity and the importance of changing it.

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Logo Anatomy DFW They show the clear space and minimum size to maintain the clarity and impact of the logo determined from half of the cap height of DWF.

Visual Guideline Research

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Type Specs Norway the Official Site They include descriptions of how each typeface should be used and provide examples of the usage.

Visual Guideline Research

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Main ID Colors Encore They use different scales of circles to show their primary and secondary color.

Visual Guideline Research

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Visual Guideline Research

Logo Don'ts UPS They demonstrate what not to do with their logos using clear examples, making the users easy to understand and follow.

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Alternative Versions Of The Logo USA Today They show alternative usages for the main and sub-brand logos and explain when to use them to ensure legibility and consistency.

Visual Guideline Research

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Visual Guideline Research

Logo Colors Deutsche Bank The way they demonstrate their logo color combinations is straightforward for the users to understand how to apply.

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Applications PWC They also include forbidden graphic element usage examples to show how to maintain a robust, cohesive, and distinctive identity.

Visual Guideline Research

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Sources & Colophon

Sources & Colophon

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Sources & Colophon

INFORMATION

TYPOGRAPHY

Ponds.com

Optima LT

Unileverusa.com

Palatino Linotype

Pondsinstitute.co Cosmeticsandskin.com

PHOTOGRAPHY Unsplash.com Ponds.com iStockphotos.com Pexels.com Cosmeticsandskin.com FinaArtAmerica.com

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Our Heritage

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Our Heritage

GR 604 The Nature of Identity 98

The Visual Development Guide

Our Heritage