Project brief: Avery Dennison is the company responsible for inventing self-adhesives, and in 2010 they celebrated their 75th year in business. Betterweather Inc. was asked to create a visual symbol that commemorates this impressive milestone and communicates the foundations of the company. We were given eight weeks to create the mark and its accompanying style guide.

Approach: The final mark was realized through the expected means: researching, old-school sketching, drawing and a few late nights of building the mark out of paper before digitizing it. Avery Dennison’s corporate communications gave us the freedom to explore and their team championed the best ideas.

Effectiveness: The number of impressions and ubiquity is hard to quantify into a measurable result for us. But this mark has been used extensively through 2010 as a touch point for internal and external audiences worldwide. The mark has been used on everything from large-scale banners at the NYSE to the corporate email signature.

All anniversary logos should look this good. Storytelling is inherent in the piece.