Transcript
P.O.DLogo concept presentation
01.05.14
POSITIONING: HERITAGE
CONCEPT: Joyce Clyde Hall started Hallmark in 1910 with a mission of connecting people with “social customs” in the form of greeting cards. Since then, the Hallmark has become an institution and “JCH 1910” is a subtle ode to the deep heritage and authenticity of the brand.
COLLABORATIVE BRAND CONTEXT:JCH 1910 x John VarvatosJCH 1910 x DieselJCH 1920 x Opening Ceremony
JCH 1910
1 9 1 0
POD | LOGO| JCH - A
19 10
J C H 1 9 1 0
POD | LOGO| JCH -B
POD | LOGO| JCH -C
POSITIONING: PREMIUM/CELEBRATION
CONCEPT: It’s a special occasion. A really special occasion. It’s a 50th birthday; a 25th anniversary; a college graduation. You need something a little more premium, a little sweeter. With the right ingredients of color, type, and your own photos, you can cook up that special dessert that celebrates the best moments in life.
Taking its name from the famous milk confection “dulce de leche”, this name creates a visual metaphor of taking basic ingredients—milk and sugar—and transforming it into something special as a way of celebration. Using “Letra”—literally, in Spanish, characters that form words—Hallmark has a brand that is decadent, sweet, and homemade.
COLLABORATIVE BRAND CONTEXT:Dulce de Letra x Taylor SwiftDulce de Letra x Balenciaga
DULCE DE LETRA
D E L E T R A
POD | LOGO| DULCE DE LETRA- A
POD | LOGO| DULCE DE LETRA- B
POD | LOGO| DULCE DE LETRA- C
POD | LOGO| DULCE DE LETRA- D
POSITIONING: SAY THE RIGHT THING
CONCEPT: Sometimes saying it the old fashioned way means saying it the best – so with Hallo Darling, you can choose from modern patterns and language or designs and greetings from years past.
COLLABORATIVE BRAND CONTEXT:Hallo Darling x Betsy JohnsonHallo Darling x Target
HALLODARLING
POD | LOGO| HALLO DARLING - A
POD | LOGO| HALLO DARLING - B
POD | LOGO| HALLO DARLING - C
POD | LOGO| HALLO DARLING - D
POSITIONING: MAKE IT SPECIAL
CONCEPT: One of a Card is a play off of “One of a Kind”, a colloquial and catchy name that expresses the rarity and benefit of a completely unique and personalized greeting.
COLLABORATIVE BRAND CONTEXT:One of a Card x MissoniOne of a Card x Zac PosenOne of a Card x Lady Gaga
ONE OF A CARD
1 C A R DO F A
Using negative space to create a “cannot unsee” number “1” and the fluttering image of an open card, “1 of a Card” is given a very literal, but modern chic, symbol.
POD | LOGO| ONE OF A CARD - A
POD | LOGO| ONE OF A CARD - B
ONE OF ACARD
COMPETITIVE LANDSCAPE:Which of these looks the most stylish, warm, personal, friendly, approachable, current, and celebratory of connections?
ONE OF ACARD
POD | LOGO| ONE OF A CARD - B
POD | LOGO| ONE OF A CARD - C
POSITIONING: MAKE IT SPECIAL, CONNECTION
CONCEPT: Ampersend is a metaplasmus (intentional mispelling) of Ampersand, as a verbal metaphor of personalizing connection. Ampersands are used as conjunctions to connect words, sentences and sentence fragments. Changing the “a” in “ampersand” creates a new definition that suggests delivery (“-send”) and reflects the kind of modification, customization, and fabrication of new meaning at the core of the brand.
COLLABORATIVE BRAND CONTEXT:Ampersend x Jason WuAmpersend x Eley Kishimoto
AMPERSEND
A M P E R S N D
A M P E R S N D
A M P E R S N D
A M P E R S N D
POD | LOGO| AMPERSEND - A
AMPERS ND
POD | LOGO| AMPERSEND - B
POD | LOGO| AMPERSEND - C
POD | LOGO| AMPERSEND - D
POD | LOGO| AMPERSEND - E
POD | LOGO| AMPERSEND - F
POSITIONING: HAND MADE/LOCALLY GROWN
CONCEPT: HandPrint is a memorable and familiar term that can easily form into colloquial usage, while evoking both a personal and tactile experience.
COLLABORATIVE BRAND CONTEXT:HandPrint x Marc by Marc JacobsHandPrint x KAWS
HANDPRINT
POD | LOGO| HAND PRINT - A
HAND PRINT
HANDMADE AND FROM THE HEA
RT
H
POD | LOGO| HAND PRINT - B
POSITIONING: FACTORY OF ARTISTS, HANDCRAFTED
CONCEPT: Like the earliest methods of etch-printing in the 15th century, Copperplate is artisanal, premium, and evokes the storied, centuries-old discipline of printmaking that has created some of the most arresting artwork in history. From Albrecht Dürer’s timeless detail to Picasso’s late modern etchings, Copperplate is about celebrating originality, craft and permanence.
COLLABORATIVE BRAND CONTEXT:Copperplate x RodarteCopperplate x All Saints
COPPERPLATE
POD | LOGO| COPPER PLATE - A
POD | LOGO| COPPER PLATE - B
POSITIONING: HALLMARK WITH A MODERN TWIST
CONCEPT: Every email account has a button for “Compose”. Now, you can send a paper email, an offline text, a written tweet—all in the form of Compose Greeting Cards from Hallmark. It also helps to have a musical connotation as well.
COLLABORATIVE BRAND CONTEXT:Compose x HaimCompose x Jessie WareCompose x Madonna
COMPOSE
POD | LOGO| COMPOSE - A
CO POSE
POD | LOGO| COMPOSE - B
POD | LOGO| COMPOSE - C
POD | LOGO| COMPOSE - D
POD | LOGO| COMPOSE - E
POSITIONING: DESIGNS AND SENTIMENTS STRAIGHT FROM THE HEARTLAND
CONCEPT: Our designs and our words come from people just like your friends and neighbors, and you. And because you can customize your greetings with fonts, backgrounds and colors, these greetings don’t just come from the heartland – they come from the heart.
COLLABORATIVE BRAND CONTEXT:Heartland Post x Faith HillHeartland post x Marth Stewart
HEARTLANDPOST
POD | LOGO| HEARTLAND - A
POD | LOGO| HEARTLAND - B
PERFECTPALETTE
POD | LOGO| PERFECT PALETTE - A
POD | LOGO| PERFECT PALETTE - A
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