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VISUAL DEVELOPMENT GUIDE
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VISUAL DEVELOPMENT GUIDE
BENETTON VISUAL DEVELOPMENT Based on the direction of the new brand mission,This book will develop Benetton's new logo to express the brand's new identity.
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VISUAL DEVELOPMENT GUIDE
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United Colors of Benetton
Visual Development Guide
TABLE OF CONTENTS
TABLE OF CONTENTS
01
Concept Research
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Logo Development
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Logo Finalization
13 Brand Overview 14 The Brand Old Logo 18 Keywords
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Initial Sketches Refined Sketches Digital Sketches Our New Logo
62 Similar Logo 64 Standards Inspiration
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VISUAL DEVELOPMENT GUIDE
CONCEPT RESEARCH
CONCEPT RESEARCH BRAND OVERVIEW THE BRAND OLD LOGO KEYWORDS
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BE OURSELVES, FOCUS ON THE KNITWEAR WE ARE GOOD AT, AS WELL AS INNOVATION AND SOCIAL COMMITMENT.
CONCEPT RESEARCH
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Brand Overview Benetton is one of the best-known fashion companies in the world, present in the most important markets in the world with a network of about 5,000 stores; a responsible group that plans for the future and lives in the present, with a watchful eye to the environment, to human dignity, and to a society in transformation. The history of Benetton is built on innovation seen in its bright colors, the revolution of the retail outlet, unique sales networks, and universal communications that have always been social talking points and aroused cultural debate and now the firm has taken up the challenge of globalization, with constant investments and a competent, flexible organization that takes a change in its stride. The Group has a consolidated identity comprised of color, authentic fashion, quality at democratic prices, and passion for its work: these values are reflected in the strong, dynamic personality of the brands United Colors of Benetton and Sisley. The development of the United Colors of Benetton sales network, which occupies prime positions in historic town centers and shopping centers, is supported by a significant program of investments around the world. The stores exploit highly modular settings to create spaces in which the collections, and their colors, and design are always at the center of attention, and are presented in a retail context that is increasingly attractive, dynamic, and interactive.
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VISUAL DEVELOPMENT GUIDE
Old Logo In 1965-1966, a distinctive logo based on a stylized knitting stitch was added to the Benetton name, which in the meantime had become a trademark. In 1991, a series of global advertising campaigns introduced the idea of United Colors, which led to the creation of a new brand and logo featuring centralized text. In 1996, in a final, purely aesthetic change, architect Massimo Vignelli moved the text to the upper left-hand corner of Benetton's green box. The logo stayed the same, but its position was rationalized. Benetton's remarkable success story starts way back in 1965 at Castrette in the Province of Treviso. The firm gradually began gaining larger and larger shares of the market in the knitwear sector thanks to its highly original ideas and strategies. Instead of using coloured yarn, for instance, plain wool was employed and the finished knit-wear items were then dyed according to fashion trends, thus permitting to quickly replenish retail outlet assortments. The first trade-mark was designed by Franco Giacometti in 1971. Today, the United Colors of Benetton also includes children's collections, which took on a separate brand identity back in 1971, initially under the name 2012 Benetton.
CONCEPT RESEARCH
Old Logo 1 / 1971
Old Logo 2 / 1989
Old Logo 3 / 1996
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CONCEPT RESEARCH
New Mission Our mission is to encourage worldwide cultural exchange and communication, break down barriers between nations and cultures, and create a global trend that promotes intercultural learning.
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Key Words We first identified three keywords, and then added detailed instructions for each keyword to represent our brand vision and future trends. These short phrases can help us delve into the meaning of brand keyword styles. These keywords come from the mission statement of New Benetton, Our mission is to encourage worldwide cultural exchange and communication, break down barriers between nations and cultures, and create a global trend that promotes intercultural learning. The three keywords are Globalism, Diversity, Bold.
CONCEPT RESEARCH
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Globalism The idea is to express Benetton's idea of a world, thereby promoting pluralistic culturalism. Show the soul of the brand through the logo and increase the affinity of the brand.
Diversity Diversity aims to highlight Benetton's understanding of cultural diversity and integrate the cultures of different countries and races.
Bold A brand image that wants you to express your feelings should be confident and bold.
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LOGO DEVELOPMENT
LOGO DEVELOPMENT INITIAL SKETCHES REFINED SKETCHES DIGITAL SKETCHES LOOK-A-LIKES
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Logo Sketches This phase began with a Lot of sketches of free-hand logos as visual camps. Each camp contained three categories, symbolic marks, graphic marks, and wordmarks. During this process, we will explore various logo options and we will identify which direction has the best potential. The first round of sketches was to make sure that we explored as a lot of divergent possibilities. After these sketches, we can narrow down to specific styles that had potential. After, three rounds of sketches, we can put some good ideas into computer camps to refine our final logo.
LOGO DEVELOPMENT
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Intial Sketches Globalism / Symbolic Marks Symbols and Graphics marks will also need a corresponding logotype which will be custom, but less ornate than a wordmark.
LOGO DEVELOPMENT
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Globalism / Graphic Marks Meaningful shapes or allusions to connect to a deepermeaning within the brand soul
LOGO DEVELOPMENT
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Globalism / Word Marks Meaningful shapes or allusions to connect to a deepermeaning within the brand soul
LOGO DEVELOPMENT
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Intial Sketches Diversity / Symbolic Marks Symbols and Graphics marks will also need a corresponding logotype which will be custom, but less ornate than a wordmark.
LOGO DEVELOPMENT
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Diversity / Graphic Marks Meaningful shapes or allusions to connect to a deepermeaning within the brand soul
LOGO DEVELOPMENT
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Diversity / Word Marks Meaningful shapes or allusions to connect to a deepermeaning within the brand soul
LOGO DEVELOPMENT
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Intial Sketches BOld / Symbolic Marks Symbols and Graphics marks will also need a corresponding logotype which will be custom, but less ornate than a wordmark.
LOGO DEVELOPMENT
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Bold / Graphic Marks Meaningful shapes or allusions to connect to a deepermeaning within the brand soul
LOGO DEVELOPMENT
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Bold / Word Marks Meaningful shapes or allusions to connect to a deepermeaning within the brand soul
LOGO DEVELOPMENT
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LOGO DEVELOPMENT
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Refined Sketches In the second stage, I refined the logo in the final direction based on the initial sketch. Since Benetton values cultural exchange and multiculturalism, I will focus on the direction of colorful and cultural exchange.
LOGO DEVELOPMENT
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Phase Two Sketches / Graphic Marks Meaningful shapes or allusions to connect to a deepermeaning within the brand soul. In the second stage, I refined the logo in the final direction based on the initial sketch.
LOGO DEVELOPMENT
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Refined Sketches In the third stage, I refined the logo in the final direction based on the initial sketch. At this stage I focused on graphic design. Since Benetton values cultural exchange and multiculturalism, I will focus on the direction of richness and cultural exchange.
LOGO DEVELOPMENT
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Phase Three Sketches / Graphic Marks Meaningful shapes or allusions to connect to a deepermeaning within the brand soul. In the second stage.At this stage I focused on graphic design.
LOGO DEVELOPMENT
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Digital Sketches In the Digital Sketches stage, I selected 10 logos that I think can continue to be developed based on the drafts of this stage and made them into Digital Sketches. The entire Benetton logo design revolves around their new mission.
LOGO DEVELOPMENT
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Initial Refinements From Digital Sketches, we chose the best solution. Benetton's mission is the core element of our brand identity. It can be recycled colorful signs to represent the integration of different cultures but also represents the reflection of nationalization. We use 3 continuous loop lines to create equality and express us. The concept of equality for humanity and the global trend we want to create multiculturalism.
Refine Logo
LOGO DEVELOPMENT
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Refine Logo Draft
Refine Logo Colors Draft
Refine Logo Colors Draft
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Production Process The logo making process is as follows. The entire LOGO was designed using Ai and was accurately produced according to the grid.
LOGO DEVELOPMENT
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New Logo Benetton Group is one of the best-known fashion Benetton's mission is the core element of our brand image. Overlapping lines look like interwoven thread clusters, and they appear as equilateral hexagonal shapes as a whole. It represents the concept of a world of Benetton, the concept of multiculturalism, different lines represent different cultures, the equilateral hexagonal shape represents a diverse world, and Benetton ’s concept of equality.
Wordmark
Symbol
Signature
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LOGO FINALIZATION
LOGO FINALIZATION SIMILAR LOGO STANDARDS INSPIRATION
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Similar Logo These are similar-looking logos. The difference between me and them is that my logo looks more balanced, giving people a sense of equality, freedom, globalization, and recyclability.
LOGO FINALIZATION
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Visual Standard Analysis When we developed standards for our brand, we examined standards from other companies to be sure we were using best practices for effective standards.
New Identity Introduction It introduces the inspiration of the new logo and the meaning of the related lines. And shows the application effect, the overall layout is very simple.
Type Specs Lists all fonts, including numeric font forms. And the size of the font used in different use cases.
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Logo Anatomy Show how to measure distance using grid. And the distance that should be used. Explain how logos are measured and used.
Main ID Colors Use different color blocks for display. It also lists the values of CMYK, RGB, and SPOT. Include color name.
Logo Don’t Use First, a list of 9 incorrect logo display methods is listed, and then a clear red line is used to indicate that this is a wrong demonstration.
Alternate Versions of The Logo Use the same logo, but different text arrangements. Show different ways of displaying logos in different use cases.
Benetton Gotham BookďźŒBold InDesign CC, Illustrator CC, Photoshop CC Images Credit: unsplash.com/pinterest.com behance.net/lifeofpix.com/pixabay.com Design and typesetting by Yan Qi Printed and bound by blurb.com Class: GR604 The Nature of Identity, Fall 2020 Instructor: Hunter Wimmer