Wednesday, February 26, 2014

Avery to replace Saul Bass logo with C&G&H redesign

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.

Current logo.

The new logo is slated for launch later this winter/spring.

Image and video hosting by TinyPic

Image and video hosting by TinyPic

The classic Saul Bass design.

No comments:

Post a Comment