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Brand Table of Contents
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Table of Contents Brand Research • •
New Mission Statement Logo History
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Logo Development • • • •
Round 1 Sketches & Refine Round 2 Sketches & Refine Round 3 Sketches & Refine Round 4 Sketches & Refine
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Inspiration • •
Standards Inspirations Look-Alike Logos
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Brand Table of Contents
New Mission Statement Logo History
Logo Research
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Mission Statement
Our New Mission
We inspire, encourage, and support all kinds of people to express their creativity so that they can explore their potential and be more self-confident in their lives.
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Logo History
Crayola Logo History
The Crayola logo has always been designed around their wordmark and has adapted to style changes in different periods. The expression form of the logo is also more in line with the color vision content of the brand. They changed the 1997 logo version to a yellow oval with a green outline and a rainbow. In 2006, the logo changed and it had a yellow oval with a green outline and added a new one below the friendly Crayola text rainbow semicircle.
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Round 1
• Three Keywrods • Rough Sketches • Refined Skecthes
Round One
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Round 1
Three Key Words Creativity Light up the Ideas Crayola lights up different creativity, allowing everyone to enjoy art and creativity. And it brings the brand’s culture into the social life of all ages, allowing art to light up various communities.
Support Embrace the different art Crayola supports all art forms. Let people of all ages have the ability and ideas to create their own art.
Encouragement Support and accompany Crayola always gives the most positive and correct feedback, allowing everyone to feel confident in their art and take their energy to more places.
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Round 1
Camp 1
Creativity Light up the ideas The idea of this Camp is to use creativity as the beginning of an idea. So I thought of creative figurative items, such as lights, sparks, lights, sunflowers, stars, etc. This helped me think about logo possibilities. These different shining points also represent people’s whims and whims in artistic creation. This is undoubtedly in line with the new brand mission image. Creativity is one of the core contents of our brand culture. As part of the keywords, it represents active creation and brave attempts in any art form.
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Round 1
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Round 1
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Round 1 Refine
Camp 1 Refine
Creativity Light up the Ideas Crayola lights up different creativity, allowing everyone to enjoy art and creativity. And it brings the brand’s culture into the social life of all ages, allowing art to light up various communities.
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Round 1 Refine
Camp 2
Support Support all your creations The concept of this Camp is to support every idea of creative people. We hope that people can embrace every creativity and art form, so I thought of tangible objects of support, such as palms, hearts, circles or groups. This is what makes me creative. In this camp I drew a lot of bold logo forms. I want people to feel warm and supported so that everyone can express themselves. We support people in all their creative ways. As a brand keyword, I support people’s expression and creation.
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Round 1 Refine
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Round 1 Refine
Camp 2 Refine
Support Embrace the art Crayola embraces, supports all art forms. Let people of all ages have the ability and ideas to create their own art.
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Round 1 Refine
Camp 3
Encouragement Build self-confidence through artistic creation. The idea of this Camp is to encourage creation and build self-confidence through being involved in creation. We hope that through artistic creation, people can find their own ideas and express their emotions in art, thereby building self-confidence. So I thought of masses, combined shapes, and trees. I create through these logo expressions. I hope to convey a feeling of support and confidence through the logo. As one of the brand keywords, the expression method of this word is more abstract, but it also gives me a lot of creative inspiration.
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Round 1 Refine
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Round 1 Refine
Camp 3 Refine
Encouragement Build self-confidence through artistic creation. Crayola always gives the most positive and correct feedback, allowing everyone to feel confident in their art and take their energy to more places.
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Round 2
Round Two Camp In R1, Camp was not selected but I liked the ideas and graphics, so I continued to develop and explore the C-shaped graphics and some Spark logos. This round, we organized sketches based on brand keys and combined content .
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Round 2
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Round 2
Camp 4 Refine Digital Round 2 Digital Logo type The final selected logo is more about C shapes and combination shapes, which can express the brand’s innovation and encouragement keywords. Abstract shapes make the brand reach a wider audience and make it more communicable.
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Round 3
Round Three Round 3 Sketches In this round of creation, I set my target logo in more detail, which are Sparks shape, combined shape, and divergent shape with C. I use rough drafts to express more detailed versions so that the contents of the sketches can be expressed more accurately on the computer.
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Round 3
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Round 3
Refine Digital In this part, I show the presentation of the sketch on the electronic version, and I also include the process of making the logo. This step allows me to understand how to make the shape more perfect in the production of the logo. And applying color to the logo, for this step I continued to develop and experiment with color and shape combinations.
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Round 3
Color Test I tried more warm colors, and different color combinations. I did not continue the color expression of Crayola’s original logo, but I still wanted the colors to look more lively so that people can feel the fun of creativity through understanding the logo.
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Round 3
Color Test
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Round 4
Round Four Continuing to modify, I finally reduced the logo to 4 schemes, each with a different color experiment. And added Wordmark. I focus more on electronic versions of my work, which allows me to experiment with more color combinations and more sophisticated expressions.
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Round 4
The logo expresses the combination of shapes, which represents the encouragement and support in the keywords. The combination of shapes of the logo gave me more opportunities to try different color combinations. I tried more highly saturated colors to let the colors inspire the brand’s creative genes.
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Color Test
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Round 4
The smiley logo uses an abstract C shape to express the shape of the logo. This represents the feeling Crayola wants to bring to people with creativity. This shape and logotype create a relaxed and comfortable visual effect. I also tried a combination of similar colors in this logo to make the logo look more harmonious.
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Color Test
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Round 4
The spiral logo expresses our new look and direction, which combines our different keywords and combines shapes to give us more inclusiveness.
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Color Test
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Round 4
Spark’s logo expresses our positive attitude and never-ending innovation concept. I can try different colors and shapes in the logo, which makes it more flexible to face more challenges.
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Color Test
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A New Start
A New Start
Crayola illuminates artistic creativity like a spark.
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Our New LOGO Our brand’s new logo depicts our pursuit of creativity and inclusion of diversity.
Symbol Crayola New Logo
Word Mark
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Final Logo
Symbol
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Word Mark
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Standards Inspiration
New Identity Introduction Logo Anatomy Type Specs Main ID colors (logo colors) Logo Don’ts Alternate versions of the logo
Standards Inspiration
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Standards Inspiration
Brand Standards Inspiration New Identity Introduction The Nueva School The most important part of the brand, let the audience know what the core content of the brand is, what inspired the brand and keywords, and the brand’s mission. He conveys this idea in a simple page and picture.
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Logo Anatomy Devon Devon did a good job here. The audience can clearly see the Graphic elements in the Logo and the gaps between the Logo and Graphic elements. The Context section also explains the proportions between Devon’s visual symbols and the wordmark in graphic form, as well as the minimum clear space required around the entire logo.
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Standards Inspiration
Type Specs FedEx Sometimes simple content is easier to grab. I like Fedex’s Type specs section, which shows the main fonts used, and because there is demand for physical products, this page also shows the printed version of the content. It’s straightforward and a non-expert user can easily follow the content.
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Main ID colors (logo colors) DeutscheBank Honestly the color pages are very well presented and you can really easily understand that all the colors have precise color references and data. This is very important for a brand, color can represent the ideas and emotions of a brand.
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Standards Inspiration
Logo Don’ts Thank You Thank You provides many examples around logos. Because of the ease of use of the brand name, the brand is explained and clear in this regard. Incorrect logos and reference logos are not allowed in this section. This helps us understand how to use logos correctly and identify fake logos.
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Alternate versions of the logo Fedex FedEx’s alternative versions are diverse, which mainly revolve around the logo. The color changes in the “EX” part correspond to different Campaign activities and brand regional characteristics. This makes the brand more recognizable.
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Look-Alike Logos
Look-Alike Logos
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Credit Page
Credit Page
Photo Credit: https://unsplash.com/ Words Credit: https://americanhistory.si.edu/collections/search/object/nmah_1196565 https://www.thoughtco.com/crayola-crayon-history-1991483 https://www.color-meanings.com/colorful-history-crayola-crayons/