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Valspar Visual Identity System

A colorful identity for a paint and coatings innovator

The Challenge Valspar wanted to re-energize its visual identity system. A purveyor of paints and coatings that protect, beautify and inspire, Valspar’s identity needed to spark excitement while communicating the science and innovation behind its products.

 
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Valspar brandidentity graphic patterns - saturated color
 

The Solution Franke+Fiorella identified the white space in the industry and filled it with vibrant color and science-driven graphics to express the innovative, contemporary qualities of the Valspar brand. Developed to be flexible and fluid, the visual identity was applied with broad strokes, reaching every brand touch point—from painted murals on office walls and employee awards to annual reports, stationery system and presentations. Identity standards guide best practices for on-brand communications.

 
Of note. Brightly-colored graphics composed of overlapping shapes are a unifying element of Valspar’s visual identity system.

Of note. Brightly-colored graphics composed of overlapping shapes are a unifying element of Valspar’s visual identity system.

Color coordinated. One of Valspar’s chameleons, Jon, helps showcase Valspar’s breadth of consumer coatings in this brand ad. And brand guidelines communicate critical information to develop on-brand communications.

Color coordinated. One of Valspar’s chameleons, Jon, helps showcase Valspar’s breadth of consumer coatings in this brand ad. And brand guidelines communicate critical information to develop on-brand communications.

Turn it up. Valspar’s identity brightens merchandise, everything from Bluetooth speakers to tote bags.

Turn it up. Valspar’s identity brightens merchandise, everything from Bluetooth speakers to tote bags.

 

PROJECT SCOPE   |   COMPETITIVE AUDIT   |   BRAND STRATEGY   |   POSITIONING   |   BRAND ARCHITECTURE   |   BRAND MIGRATION STRATEGY   |   VISUAL IDENTITY SYSTEM   |   IDENTITY GUIDELINES   |   CORPORATE COMMUNICATIONS   |   PRINT ADVERTISING