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to re-design, I felt that it really did not convey the feeling of clean and clear to it's audience, as well as looking outdated up against the array of competitors with fresh colors and cleaner looking logos.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!!
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