Company Logo Design: Brief

Name of Company: 10 years from now, Plus 10

Product/Service Offered: My company is a program that educates students ages 5-10 about the importance of reducing waste and recycling/re-using as many products as possible. The program will give students and schools products that are recycled as well as recycling bins to help promote the program everyday. The in-class presentations will be done by students that are ten years older than the little ones, so that they are really being influenced by these older, cooler kids and hopefully thinking that recycling is fun and cool!

Audience: As stated above, the main part of the program is targeted at kids ages 5-10 (kindergarten through 4th grade) and then taught by high school age students or volunteers. Indirectly, the program will also reach teachers and school staff because of promotional materials throughout the schools. Parents will also learn about the program through their students and hopefully start practicing good recycling methods at their own homes to reinforce what their students are learning in school.

What makes my company different? This program will be very influential due to the older students teaching and running the program for the younger children. The program focuses on one goal...TO MAKE RECYCLING FUN! And there are many ways, including fun-colored recycling bins and posters throughout the school, and ways for kids to be involved outside of school by reaching out to the community. This program is one of the only recycling and re-using programs that targets young kids, and promotes these activities at a very young age.

Objectives of Identity: This program aims to become a recognizable identity in school districts throughout the country as well as in the communities where kids are living. I think by making the program available and seen outside of the schools, it will become more a part of daily life in families rather than just an activity done in school. 

Design Process and Final Design - Clean and Clear

This was a really fun project to work on. The fact that we only had a little over a week really made this a quick turn around. But I think it was appropriate for the project and what we were trying to accomplish.

Throughout the week and a half that I was working on this project, I really relied on my own personal experience with the Clean & Clear brand. Having used the brand for many years, I found it was easy to envision how I would have wanted to see the brand when I was in the store buying it. I also did a lot of thinking about the current trends for natural, earthy products that are so popular among women my age. We all want to know that what we are using to clean our bodies is not just adding to all the junk that is already there.
I decided to go with a green color to portray the natural nature of the product. I thought that this color looked much more fresh and inviting than the deep navy blue that was used previously. I also experimented with various typefaces including Gill Sans, Myriad Pro, and Georgia. I also moved the placement of the text from the straight stacked style to an angled stack. I think that this is much more modern and also easier to read. And with the ampersand in the background instead of sandwiched in-between the two words, it is much more pleasing to the eye and the design is much more new-age

Then, I decided to see what other forms of design I could use to keep throwing the "nature" in your face as a consumer. So, circles, and some various shapes alluding to leaves were played with until I finally decided on the two stems coming from the ampersand to really bring the whole design together.

I really do think that this new logo speaks to the target audience in many ways, certainly showing that the product is environmental, natural, clean, and clear! The young women, probably ages 16-25 that are most likely to buy these products are very influenced by these traits of a beauty product and I think that the new logo will entice them even more to buy the product.

As stated in the earlier post, the purpose of the name and the company in its originality was to promote the product as fragrance-free and dye-free and an overall healthy product to use. And then when it was overtaken by Johnson & Johnson, I think it fell to close to the Neutrogena brand in its look and reputation. So, now, it's time to branch out (literally!!) and see what a fresh approach to this product logo could do for the company. Packaging will of course play a major role in it also, but I think that this logo is a good start for a re-vamp of the product.

Logo Re-design and GD2 Kick-off

I chose to redesign the Clean & Clear logo that we all know so well from bath-time. In choosing this logo to re-design, I felt that it really did not convey the feeling of clean and clear to it's audience, as well as looking outdated up against the array of competitors with fresh colors and cleaner looking logos. 

As the younger/cheaper sister company to Neutrogena (both owned by Johnson and Johnson), Clean & Clear is the brand they spend less money and time on because it is just starting now to develop into a widely used and positioned brand. Before selling to Johnson and Johnson, Clean & Clear was a small line developed by Revlon that boasted products free of fragrances or dyes, and left no residue after rinsing.  So, the product truly was clean and clear.

 

The audience targeted by Clean & Clear is young women, most likely ages 16-25. These girls care about their skin care and also don't have an excess amount of money to spend on the products, but they still want something that works well. 

Neutrogena's logo is a spiky se

rif font that looks much older and more refined. But the audience that is going to buy Clean & Clear because of the price and because it looks more appealing to them. I think that the logo can also be much more appealing to this audience. By using some updated/clean font and also changing up the color, I think the logo will speak "Clean and Clear" much more than it does right now. Some shapes that bring a bright and airy feeling to the logo would help break it out of the rounded box and just a little tweak on the type placement will update it and make it read much more easily. 

Here are a few examples I used for some inspiration....

Ok, so we'll see what comes of all of this!!