While not all of you may share my love for office supplies, I know you’re familiar with Avery Dennison’s iconic logo. You’re probably already picturing it: The red paperclip triangle that was originally designed by Saul Bass in 1975. Over the past year, Avery Dennison has had some changes that pointed to the fact that they needed to redesign their notable logo. And that’s why they sought the design expertise of Chermayeff & Geismar & Haviv, the firm who has designed logos for other big names such as NBC, Chase Bank, Showtime Network, Armani Exchange and Mobil Oil, to create a new visual identity.
Why the sudden need for change? “Avery”, the office and consumer products division of Avery Dennison Corporation, was purchased by CCL Industries in 2013. While in the eyes of consumers it is still known as “Avery” the company name has changed to Avery Products Corporation. Since last year, the office and consumer product line (which file label hoarders like myself are well aware of) has been sporting the logo on a 10-degree angle within a blue square. Avery needed a “modern and forward-looking” identity that also made it distinct from Avery Dennison, their former parent company.
Tom Geismar of Chermayeff & Geismar & Haviv says:
We all love the Saul Bass symbol, but strategically it didn’t make sense to continue using it when Avery Dennison was going to keep it. We had an opportunity to maximize the presence of Avery and build on the recognition of the famous Avery name by creating a simple, distinctive wordmark, rather than a new symbol.
Beginning in the winter/spring of this year, the Avery logo will start to pop up in packaging and advertising. What do you think of the new logo?
Are you a logo lover? Then you don’t want to miss Bill Gardner, owner/president/founder of LogoLounge, present The LogoLounge Trend Report along with other phenomenal speakers at HOW Design Live 2014. Register by April 1 to save $200.