Avery Dennison is an American company that specialises in adhesives for packaging and labeling. Last year they sold off its office products division Avery Office and Consumer Products to Toronto-based competitor CCL Industries. To separate itself visually from its former parent company, Avery turned to Chermayeff & Geismar & Haviv in New York to create a distinct identity.
The old symbol was one of Saul Bass' lesser known classics, created in the mid-70s as a corporate logo for what was then known as Avery International. It depicted three paperclips in a triangle, and is still used by Avery Dennison.
C&G&H's solution keeps the titled square that had enclosed the paperclip triangle in the last few years. It is hoped the new logo will be seen as "modern and forward-looking", while it retains familiarity be focusing on the name.
The new logo is slated for launch later this winter/spring.