Akzo Nobel Logo Design Process

A few months back, chemicals and coatings giant Akzo Nobel launched their new identity (as shown above). One of the main highlights of the identity update was the changes done to ‘Bruce’ – Bruce is the ‘guy’ you see in the logo, which is based on a Greek image in advancing knowledge and science.

The illustrator behind the new Bruce, Martijin Rijven, decided to share his process and iterations in illustrating Bruce. For such a big corporation, it is natural that every little detail – posture, perspective, stance, fingers, etc – is scrutinized, commented upon and changed – and the new Bruce above was the final incarnation of that evolution process. Let’s see how Bruce won the race:


Some of the initial sketches

The illustrator also gave a very comprehensive account of the process – check it out at BOLTgraphics.

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1 comment so far

  1. Gman on

    Cool video. The article is pretty funny though–it’s very apparent that the designer was too attached to his final design to give the client what they wanted.


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