top of page
DovePoint: Visual Brand Language
Assignment:
Create a pen within the visual brand language of a specific company
Focus:
Dove Brand Language
Format:
Individual
Duration:
2 weeks, 2023
1. Core Values
Beauty is for Everyone
-
​​Dove believes in embracing all types of beauty and creating the best version of yourself
-
Designed to make you feel beautiful
-
Mission to change the idea of beauty; women of real life, no editing
-
Redefining & realigning beauty
2. Personality
Authentic. Unique. Real.
-
Dove is unassuming and accepting
-
Loyal and supportive, and a good listener
-
Hears your voice and amplifies it
-
Committed to the raw and real
3. Design Principles
Elegance of Simplicity
-
Spacious, clean, and breathable
-
Pure and refreshing
-
Flowing and continued curvature
-
Raw and natural
-
Elegance in thoughtful simplicity
1
2
3
4
Personality
Signature Elements
Dove Analysis: Brand Pyramid Breakdown
Core Values
Design Principles
4. Signature Elements
Overview
There are many key elements that make a product uniquely Dove. For example, the use of consistent form, curvature, and color throughout define a product as part of the Dove brand. In addition, Dove makes use of persistent "ripples" - both literal and abstract - as a signature element.
Recurring Variations of "Ripple"
White Dominant Background with Navy and Gold Accents
Repeated Curvature
Oval Top/Bottom Profile
Civita Light Italic
003E7E
D5B470
FFFFFF
Consistent Elements
Continuous Curves
Exterior Curvature
Crease Lines
Form Elements
Exterior Curvature
Continuous Curves
Crease Lines
Ripple in Form
Abstract Ripples
Literal Ripple
Literal & Figurative Ripples
Color Across Brand
Metallic Paint Text and Logo
Recurring Brand Colors - Metallic Gold and Navy
Consistent colors across scents/lines. Accent color for each line is repeated across the bottle. (Brand colors remain the same - logo text and image)
Dove vs Competitors
What makes Dove stand out from competitors? That is the question answered by a 2x2 matrix. One standout quality of Dove is in price and marketing. For example, Dove is affordably priced like its close competitor Olay, yet markets itself as more luxury than Olay does. Another way Dove stands out is visually. On the shelf, Dove leans more toward a clean imagery aesthetic than other text-heavy brands, differentiating Dove from brand language of competitors like Pantene and CeraVe.
Image Graphics
Text Graphics
Luxury
Economical
Form Development: What does "uniquely Dove" look like in a pen?
-min.png)
-min.png)
-min.png)
-min.png)
Concept Selection
DovePoint
To accomplish the clean and elegant aesthetic that is characteristic to Dove products, the DovePoint pen uses a reversible cap that aligns perfectly whether the pen is capped or uncapped.
DovePoint: Configurations
Proportions
DovePoint also accomplishes the elegant simplicity of Dove products through the Rule of Thirds, which allows the form to feel clean and well-balanced.
Rule of Thirds
Details
Each part of the product down to the details reflects the brand language of Dove. The key details of Dove products that were incorporated based research include abstract & literal ripples, crease lines, exterior curvature, and brand material & finishing.
-min.png)
Exterior Curvature
Abstract Ripple Graphic
Crease Line
Ripple in Form
Metallic Paint Text and Logo
Navy and Gold Branding Colors
DovePoint: Speaking the Brand Language
While a pen may not the be typical product of the Dove brand, Dovepoint belongs within the Dove brand identity and represents all of its values surrounding beauty because it speaks the Dove visual brand language (fits seamlessly within the Dove family)
-min.png)
bottom of page