{"id":327,"date":"2021-05-05T17:02:55","date_gmt":"2021-05-05T17:02:55","guid":{"rendered":"https:\/\/michellejleedesign.com\/portfolio\/?post_type=project&p=327"},"modified":"2021-05-05T17:37:21","modified_gmt":"2021-05-05T17:37:21","slug":"loreal-logo-rebrand","status":"publish","type":"project","link":"https:\/\/michellejleedesign.com\/portfolio\/project\/loreal-logo-rebrand\/","title":{"rendered":"LOREAL – logo rebrand"},"content":{"rendered":"

[et_pb_section fb_built=”1″ _builder_version=”4.9.3″ _module_preset=”default” custom_margin_tablet=”” custom_margin_phone=”||||false|false” custom_margin_last_edited=”on|phone” custom_padding=”0px||||false|false”][et_pb_row _builder_version=”4.9.4″ _module_preset=”default”][et_pb_column type=”4_4″ _builder_version=”4.9.4″ _module_preset=”default”][et_pb_blurb title=”Loreal rebrand design” image=”https:\/\/michellejleedesign.com\/portfolio\/wp-content\/uploads\/2021\/05\/MLee-Typologies-Look3-class5-emblem.png” alt=”LOREAL-rebrand-logo-emblem” image_max_width=”50%” content_max_width=”1080px” _builder_version=”4.9.4″ _module_preset=”default” header_level=”h1″ header_font=”Raleway|700|||||||” module_alignment=”left” custom_margin=”||||false|false” custom_padding_tablet=”” custom_padding_phone=”|10px||10px|false|true” custom_padding_last_edited=”on|phone” body_font_size_tablet=”” body_font_size_phone=”14px” body_font_size_last_edited=”on|phone”]<\/p>\n

The main goal for my rebrand experiment was to explore five different forms of logo typologies: wordmark, letterform, emblem, pictorial, and abstract. I chose to experiment on the brand, LOREAL. The task is to reform and reinvent a new brand for the company through each form.\u00a0<\/p>\n

Challenge: Examine and come up with a new design for a brand, considering a theme or a message you’d like the new logo to convey. Create five different types of logo marks: Wordmark, Pictorial, Letterform, Emblem, and Abstract.<\/p>\n

[\/et_pb_blurb][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.9.4″ _module_preset=”default” width=”100%” custom_margin=”0px||0px||true|false” custom_padding=”50px|0px|50px||true|false” hover_enabled=”0″ use_custom_gutter=”on” gutter_width=”2″ sticky_enabled=”0″][et_pb_column type=”1_2″ _builder_version=”4.9.3″ _module_preset=”default”][et_pb_blurb title=”Loreal Original Logo” image=”https:\/\/michellejleedesign.com\/portfolio\/wp-content\/uploads\/2021\/05\/Loreal_logo.png” alt=”Loreal_logo” _builder_version=”4.9.4″ _module_preset=”default” custom_margin=”25px||||false|false”]<\/p>\n

Like:\u00a0 San serif, geometic letters give it a modern, clean aesthetic.<\/p>\n

 <\/p>\n

[\/et_pb_blurb][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.9.3″ _module_preset=”default”][et_pb_blurb title=”Loreal Rebranded Logo” image=”https:\/\/michellejleedesign.com\/portfolio\/wp-content\/uploads\/2021\/05\/MLee-Typologies-Look3-class5-wordmark.png” alt=”LOREAL-rebrand-logo-wordmark” _builder_version=”4.9.4″ _module_preset=”default” hover_enabled=”0″ sticky_enabled=”0″]<\/p>\n

The direction, I took for LOREAL, was to go back to its humble beginnings. The first product was a hair dye, so I wanted to new brand to resemble voluminous hair with luscious curls. I chose a script typeface as the swirls mimic flowing hair. A key point is found in the \u201cO\u201d\u00a0 as a curly-q adds a whimsical, luscious form, which makes it the distinguish mark for the new brand. The gold, white and black color palette is a timeless theme, which elevates the brand logo.<\/p>\n

 <\/p>\n

[\/et_pb_blurb][\/et_pb_column][\/et_pb_row][et_pb_row use_custom_gutter=”on” gutter_width=”2″ make_equal=”on” _builder_version=”4.9.4″ _module_preset=”default” width=”100%” max_width=”1800px” custom_margin=”0px||0px|25px|true|false” custom_padding=”0px||0px||true|false”][et_pb_column type=”4_4″ _builder_version=”4.9.3″ _module_preset=”default”][et_pb_text _builder_version=”4.9.4″ _module_preset=”default” header_font=”Raleway||||||||” header_font_size=”37px” custom_padding=”50px||50px||true|false”]<\/p>\n

Ideation<\/h1>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ use_custom_gutter=”on” gutter_width=”1″ custom_padding_last_edited=”on|phone” _builder_version=”4.9.4″ _module_preset=”default” width=”100%” custom_margin=”25px||25px||true|true” custom_margin_tablet=”” custom_margin_phone=”0px|0px|0px|0px|true|true” custom_margin_last_edited=”on|phone” custom_padding=”0px||0px||true|false” custom_padding_tablet=”” custom_padding_phone=”0px|10px|0px|10px|true|true”][et_pb_column type=”1_2″ _builder_version=”4.9.3″ _module_preset=”default”][et_pb_text _builder_version=”4.9.4″ _module_preset=”default” text_orientation=”center”]<\/p>\n

Preliminary Sketches<\/h1>\n

[\/et_pb_text][et_pb_image src=”https:\/\/michellejleedesign.com\/portfolio\/wp-content\/uploads\/2021\/05\/IMG_3131-scaled.jpg” alt=”LOREAL-rebrand-preliminary sketch” title_text=”LOREAL-rebrand-preliminary sketch_part2″ _builder_version=”4.9.4″ _module_preset=”default”][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.9.3″ _module_preset=”default”][et_pb_text _builder_version=”4.9.4″ _module_preset=”default” text_orientation=”center”]<\/p>\n

\u00a0<\/h1>\n

[\/et_pb_text][et_pb_image src=”https:\/\/michellejleedesign.com\/portfolio\/wp-content\/uploads\/2021\/05\/IMG_3130-scaled.jpg” alt=”LOREAL-rebrand-preliminary sketch” title_text=”LOREAL-rebrand-preliminary sketch-part1″ _builder_version=”4.9.4″ _module_preset=”default”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ use_custom_gutter=”on” gutter_width=”2″ make_equal=”on” custom_padding_last_edited=”on|desktop” _builder_version=”4.9.4″ _module_preset=”default” width=”100%” max_width=”1860px” custom_margin=”|10px||10px|true|true” custom_margin_tablet=”” custom_margin_phone=”|0px||0px|true|true” custom_margin_last_edited=”on|phone” custom_padding=”25px||25px|10px|true|false” custom_padding_tablet=”” custom_padding_phone=”0px||0px|10px|true|false”][et_pb_column type=”1_2″ _builder_version=”4.9.3″ _module_preset=”default”][et_pb_text _builder_version=”4.9.4″ _module_preset=”default” header_text_align=”left” text_orientation=”center”]<\/p>\n

Color Palette<\/h1>\n

[\/et_pb_text][et_pb_image src=”https:\/\/michellejleedesign.com\/portfolio\/wp-content\/uploads\/2021\/05\/mlee-logotypologies3-class5-06.jpg” alt=”LOREAL -rebrand-logo-color palette” title_text=”LOREAL -rebrand-logo-color palette” _builder_version=”4.9.4″ _module_preset=”default”][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.9.3″ _module_preset=”default”][\/et_pb_column][\/et_pb_row][et_pb_row use_custom_gutter=”on” gutter_width=”2″ make_equal=”on” _builder_version=”4.9.4″ _module_preset=”default” width=”100%” max_width=”1800px” custom_margin=”0px||0px|25px|true|false” custom_padding=”0px||0px||true|false”][et_pb_column type=”4_4″ _builder_version=”4.9.3″ _module_preset=”default”][et_pb_text _builder_version=”4.9.4″ _module_preset=”default” header_font=”Raleway||||||||” header_font_size=”37px” custom_padding=”50px||50px||true|false”]<\/p>\n

Ideation<\/h1>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ use_custom_gutter=”on” gutter_width=”1″ make_equal=”on” _builder_version=”4.9.4″ _module_preset=”default” width=”100%” module_alignment=”center” custom_margin=”0px||0px||true|false” custom_padding=”20px|20px|20px|20px|true|true”][et_pb_column type=”1_2″ _builder_version=”4.9.3″ _module_preset=”default”][et_pb_text _builder_version=”4.9.4″ _module_preset=”default” text_orientation=”center”]<\/p>\n

Drafts<\/h1>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.9.3″ _module_preset=”default”][et_pb_text _builder_version=”4.9.4″ _module_preset=”default” text_orientation=”center”]<\/p>\n

\u00a0<\/h1>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ use_custom_gutter=”on” gutter_width=”1″ _builder_version=”4.9.4″ _module_preset=”default” width=”100%”][et_pb_column type=”1_2″ _builder_version=”4.9.4″ _module_preset=”default”][et_pb_blurb title=”Emblem Iteration” image=”https:\/\/michellejleedesign.com\/portfolio\/wp-content\/uploads\/2021\/05\/Loreal-Logo-Typologies-05.png” alt=”LOREAL-rebrand-logo-emblem-iteration1″ _builder_version=”4.9.4″ _module_preset=”default” custom_padding=”|10px||10px|false|true”]<\/p>\n

Tested to see how the name should lay within the emblem:<\/p>\n

larger, bolder with a curvature that follows the oval or smaller and straight to draw more attention to the face.<\/p>\n

[\/et_pb_blurb][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.9.4″ _module_preset=”default”][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_3,1_3,1_3″ use_custom_gutter=”on” gutter_width=”1″ _builder_version=”4.9.4″ _module_preset=”default” width=”100%”][et_pb_column type=”1_3″ _builder_version=”4.9.4″ _module_preset=”default”][et_pb_blurb title=”Abstract Iteration #1″ image=”https:\/\/michellejleedesign.com\/portfolio\/wp-content\/uploads\/2021\/05\/Loreal-Logo-Typologies-04.png” alt=”LOREAL-rebrand-logo-abstract-iteration1″ image_max_width=”75%” _builder_version=”4.9.4″ _module_preset=”default” custom_padding=”|10px||10px|false|true”]<\/p>\n

For the abstract logo mark, I wanted it to represent luscious hair strands and to incorporate the oval mark from the emblem mark.<\/p>\n

I didn’t link the circle and the strands didn’t read well with my peers.<\/p>\n

[\/et_pb_blurb][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.9.4″ _module_preset=”default”][et_pb_blurb title=”Abstract Iteration #2″ image=”https:\/\/michellejleedesign.com\/portfolio\/wp-content\/uploads\/2021\/05\/MLee-Typologies-Look3-class5-1-08.png” alt=”LOREAL-rebrand-logo-abstract-iteration3″ _builder_version=”4.9.4″ _module_preset=”default” custom_padding=”|10px||10px|false|true”]<\/p>\n

Since the strands looked more like a double helix, I changed it to 1 strand of hair that had a nice curly bounce to its end.<\/p>\n

But the black strand alone was missing something.<\/p>\n

[\/et_pb_blurb][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.9.4″ _module_preset=”default”][et_pb_blurb title=”Abstract Iteration #3″ image=”https:\/\/michellejleedesign.com\/portfolio\/wp-content\/uploads\/2021\/05\/MLee-Typologies-Look3-class5-1-07.png” alt=”LOREAL-rebrand-logo-abstract-iteration2″ _builder_version=”4.9.4″ _module_preset=”default” custom_padding=”|10px||10px|false|true”]<\/p>\n

I added 3 stands, 2 black and 1 blonde, and laid them to a similar format as version #1<\/p>\n

But when tested, people’s response to it were negative. Spacing was too wide between each strand.<\/p>\n

[\/et_pb_blurb][\/et_pb_column][\/et_pb_row][et_pb_row use_custom_gutter=”on” gutter_width=”2″ make_equal=”on” _builder_version=”4.9.4″ _module_preset=”default” width=”100%” max_width=”1800px” custom_margin=”0px||0px|25px|true|false” custom_padding=”0px||0px||true|false”][et_pb_column type=”4_4″ _builder_version=”4.9.3″ _module_preset=”default”][et_pb_text _builder_version=”4.9.4″ _module_preset=”default” header_font=”Raleway||||||||” header_font_size=”37px” custom_padding=”50px||50px||true|false”]<\/p>\n

Final Drafts<\/h1>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ use_custom_gutter=”on” gutter_width=”1″ _builder_version=”4.9.4″ _module_preset=”default” width=”100%” custom_padding=”25px|10px|25px|10px|true|true”][et_pb_column type=”1_2″ _builder_version=”4.9.4″ _module_preset=”default”][et_pb_blurb title=”Final Emblem logo” image=”https:\/\/michellejleedesign.com\/portfolio\/wp-content\/uploads\/2021\/05\/MLee-Typologies-Look3-class5-emblem.png” alt=”LOREAL-rebrand-logo-emblem” image_max_width=”75%” _builder_version=”4.9.4″ _module_preset=”default”]<\/p>\n

I went with the first version: the larger and bolder name that followed the curve.\u00a0<\/p>\n

Reason: The name of a brand is it’s mark to familiarize people with the new design. In the initial stages of reintroducing the new face, the name needs to be noticable. Eventually, as the rebrand design is more recognizable, then focus can be placed on other logo marks without the name attached to it.\u00a0<\/p>\n

[\/et_pb_blurb][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.9.4″ _module_preset=”default”][et_pb_blurb title=”Final Abstract logo” image=”https:\/\/michellejleedesign.com\/portfolio\/wp-content\/uploads\/2021\/05\/MLee-Typologies-Look3-class5-abstract.png” alt=”LOREAL-rebrand-logo-abstract” image_max_width=”75%” _builder_version=”4.9.4″ _module_preset=”default”]<\/p>\n

I grouped the 3 strands together.<\/p>\n

Reason: When grouped together in a bundle, it looks like a lushious ponytail. The top tip is together, but the bottom ends are still separated enough to tell the user that it is 3 strands put together. It is visually more pleasing.<\/p>\n

[\/et_pb_blurb][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_3,1_3,1_3″ use_custom_gutter=”on” gutter_width=”1″ make_equal=”on” _builder_version=”4.9.4″ _module_preset=”default” width=”100%” module_alignment=”center” custom_margin=”25px||25px||true|false” custom_padding=”0px|20px|0px|20px|true|true”][et_pb_column type=”1_3″ _builder_version=”4.9.3″ _module_preset=”default”][et_pb_text _builder_version=”4.9.4″ _module_preset=”default” header_text_align=”center”]<\/p>\n

Wordmark logo<\/h1>\n

[\/et_pb_text][et_pb_image src=”https:\/\/michellejleedesign.com\/portfolio\/wp-content\/uploads\/2021\/05\/MLee-Typologies-Look3-class5-wordmark.png” alt=”LOREAL-rebrand-logo-wordmark” title_text=”LOREAL-rebrand-logo-wordmark” _builder_version=”4.9.4″ _module_preset=”default”][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.9.3″ _module_preset=”default”][et_pb_text _builder_version=”4.9.4″ _module_preset=”default” header_text_align=”center”]<\/p>\n

Pictorial logo<\/h1>\n

[\/et_pb_text][et_pb_image src=”https:\/\/michellejleedesign.com\/portfolio\/wp-content\/uploads\/2021\/05\/MLee-Typologies-Look3-class5-pictorial.png” alt=”LOREAL-rebrand-logo-pictorial” title_text=”LOREAL-rebrand-logo-pictorial” _builder_version=”4.9.4″ _module_preset=”default” width=”85%” custom_margin=”10px||10px||true|false” custom_padding=”15px|15px|15px|15px|true|true”][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.9.3″ _module_preset=”default”][et_pb_text _builder_version=”4.9.4″ _module_preset=”default” header_text_align=”center”]<\/p>\n

Letterform logo<\/h1>\n

[\/et_pb_text][et_pb_image src=”https:\/\/michellejleedesign.com\/portfolio\/wp-content\/uploads\/2021\/05\/MLee-Typologies-Look3-class5-letterform.png” alt=”LOREAL-rebrand-logo-letterform” title_text=”LOREAL-rebrand-logo-letterform” _builder_version=”4.9.4″ _module_preset=”default”][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

The main goal for my rebrand experiment was to explore five different forms of logo typologies: wordmark, letterform, emblem, pictorial, and abstract. I chose to experiment on the brand, LOREAL. The task is to reform and reinvent a new brand for the company through each form.\u00a0 Challenge: Examine and come up with a new design […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"project_category":[],"project_tag":[],"class_list":["post-327","project","type-project","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/michellejleedesign.com\/portfolio\/wp-json\/wp\/v2\/project\/327","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/michellejleedesign.com\/portfolio\/wp-json\/wp\/v2\/project"}],"about":[{"href":"https:\/\/michellejleedesign.com\/portfolio\/wp-json\/wp\/v2\/types\/project"}],"author":[{"embeddable":true,"href":"https:\/\/michellejleedesign.com\/portfolio\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/michellejleedesign.com\/portfolio\/wp-json\/wp\/v2\/comments?post=327"}],"version-history":[{"count":4,"href":"https:\/\/michellejleedesign.com\/portfolio\/wp-json\/wp\/v2\/project\/327\/revisions"}],"predecessor-version":[{"id":348,"href":"https:\/\/michellejleedesign.com\/portfolio\/wp-json\/wp\/v2\/project\/327\/revisions\/348"}],"wp:attachment":[{"href":"https:\/\/michellejleedesign.com\/portfolio\/wp-json\/wp\/v2\/media?parent=327"}],"wp:term":[{"taxonomy":"project_category","embeddable":true,"href":"https:\/\/michellejleedesign.com\/portfolio\/wp-json\/wp\/v2\/project_category?post=327"},{"taxonomy":"project_tag","embeddable":true,"href":"https:\/\/michellejleedesign.com\/portfolio\/wp-json\/wp\/v2\/project_tag?post=327"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}