avenir brand identity

a complete brand identity & guidelines project for a fictional boutique eyewear brand for BCIT’s Brand Identity course. a deep dive into grid systems & typographical hierarchy.

logos, typography, colour, photography, graphic elements, physical applications & experiential design.

avenir eyewear

Avenir's mission is to bring timeless style & design to the forefront of eye care for our local community with quality artisanal eye wear. Our vision is a world where timeless fashion meets quality function. The avenir values include sustainable practices that give back to and help build our community because art is best shared.

Inspired by the l'Atelier building, avenir believes in the Art Deco notion of faith in progress—during a time of mistrust in technology and the future it brings, avenir seeks to reconnect with the artisanal, handcraftedness of the past.

Avenir means future in French; avenir eyewear looks to redirect the direction of production and consumerism to a place of intentionality & quality.

BCIT Brand Identity

2025

logo process

Futura PT book oblique was the starting point for avenir's entire brand identity. It's gait indicates forward linear movement and perfectly encapsulates the linearity-fluidity dichotomy of the Art Deco period.

The avenir logo is a winged bird created from the negative space of two lowercase a's in the Futura PT book oblique font used for the wordmark, and a perfect circle.

The Futura "a" was used to preen the avenir avian's feathers, create its signature curvature & develop a streamlined body.

logo system

The logo was then applied to a strict & precise grid to tighten all elements.

The linearity and forward movement of Art Deco automobile engineering & design was the starting point for the avenir logo.

The pinnacle of Art Deco automobile design is the hood ornament—a beautiful piece of sculpture that propels the vehicles forward. The angular yet fluid statuettes reveal the true feelings & anticipations of designers at the time.

The logo propels into the future as the name implies. Avenir resides in the now and constantly moves forward. The pop of avenir jungle green reminds the consumer of the elegance of the Art Deco period, and brings some vivacity to the sleek design.

colour & typography

graphic elements

experiential design

see the full brand guidelines below

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see the full brand guidelines below 〰️

Avenir brand guidelines document cover page with minimal design and small text.
A mostly blank white cover page with small text at the bottom left corner that reads 'by julian berger'.
Page from a branding guideline document with minimal text, describing visual identity and gridwork principles for Avenir brand.
Table of contents page from a book, listing chapters on design topics such as logo systems, photography, color, typography, graphic elements, applications, experiential design, customer journey, and conclusion.
Table of contents page with a large black number 1 on the left and the word 'Introduction' on the right, listing sections and page numbers.
A black and white photo of a woman standing in a doorway with a rolling suitcase, looking to the side, with strong shadows cast on the wall beside her.
Page titled 'mission, vision & values' with sections for mission, vision, values, and brand guidelines, containing brief descriptions for each.
A page from branding guidelines with the heading 'audience' in bold. It lists traits like age: young working professionals, profession: creative industries; work-from-home, interests: local art & culture, personality: quirky & creative, priorities: q
Two personae profiles side by side: Harriet Potter, age 25, a potter from Vancouver, single, interested in music and local arts, prefers artisanal, durable, and unique items, with concerns about endorsement by social circles and disorganized habits,
A black and white portrait of a woman with dark hair and bangs, looking at the camera with a serious expression.
A magazine or brochure page titled 'the avenir name' with text explaining Avenir's inspiration from the L'Atelier building, its focus on faith in progress, craftsmanship, and the future, in black and gray font on a white background.
A branding guideline page with the phrase 'looking forward' in bold, with additional smaller text about handcrafted manufacturing, and the words 'looking forward' repeated in various sizes and colors.
Page from a branding guide outlining the logo system, including sections on logo process, primary logo, monochrome logo, wordmark, logo rules, and guidance, with a large black number 2 and the title 'logo system' on a white background.
A design layout explaining the logo process for Avenir, illustrating the use of the Futura PT font, a winged bird symbol created from lowercase a's, and a circle as part of the branding guidelines.
Illustration of a logo design process showing a large gray circle with a smaller orange circle and stylized green feathers, representing a feathered bird or wing, with accompanying text explaining the evolution of the logo.
A logo process page showing the evolution of the Avenir Eyewear logo, with a stylized, curved graphical element and the words 'avenir eyewear' underneath on a grid background.
Page from a branding guide with a large logo of stylized green palm leaves and the word "avenir" in lowercase black letters, with small text beneath that reads "eyewear." There is a paragraph explaining logo usage and a section titled "logo primary."
Brand guidelines page showing monochrome logo variations for "avenir eyewear" including black and white versions, with the primary logo in black and a secondary option with a greenish hue, along with descriptive text about logo usage and color backgr
Comparison of the 'avenir' logo in black and white and on a black background, with brand guidelines and instructions for usage.
A branding guideline page for Avenir eyewear, showing logo rules, size parameters, and rules for minimum size, with logos and measurements.
Guidelines for logo usage showing correct and incorrect examples, including no color change, no distortion, no rotation, and no overlapping with other elements.
Guidance on logo design, showing examples of logos on light, black, and color backgrounds with dos and don'ts for contrast and color usage.
Guidance on logo placement for Avenir eyewear, showing examples on a staircase and a woman wearing a pink blazer holding a phone.
Page from a photography book with a large black number 3 and the word 'photography' on the right, with a list of chapter titles and page numbers below.
Black and white photograph of passengers sitting inside a tram, with sunlight streaming through the windows, showing diverse individuals seated along the sides.
Page from a design guide featuring the title 'general guidelines' and five bullet points about photography, with three black-and-white photographs of urban and architectural scenes.
Black and white close-up photographs of a cheetah and a zebra showcasing their fur and patterns.
A digital layout for a branding guide on human subjects, featuring three photographs of models and related tips. The top right shows a woman with styled bantu knots, smirking in front of a concrete wall. The bottom left shows a woman with blonde hair
Page from a design book showing the number 4 in large black font, with the word 'colour' and a list of two color names: 'avenir colour' and 'avenir black', each with page numbers.
Aesthetic brand guideline page showing color palettes with labels 'avenir jungle,' 'avenir soleil,' and 'avenir vin,' including color codes, names, and sample swatches.
Design page from Avenir branding guidelines showing a black color swatch labeled 'avenir black' with color specifications
Page about typography with a large, bold number 5 and the word 'typography' in bold, italic font, along with a list of topics and page numbers.
Page titled 'Introduction' with a paragraph about typography, featuring the letter 'f' in a large, stylized font on the right side and small text at the bottom indicating it is from the avenir brand guidelines, page 33.
Brand guidelines page for Avenir Eyewear, with a large modern typeface displaying the brand name and a section of text explaining proper noun capitalization rules.
A style guide page showcasing different fonts, including Futura PT Book, Futura PT Book Oblique, and Futura PT Bold Oblique, with sample text and characters.
Page layout showcasing different text styles and font specifications for digital applications, including examples of headlines, body text, and pull quotes.
A digital typography and design layout featuring bold, italic, and regular fonts with sample text, style specifications, and a layout showing a large, bold quote in the center.
Page from a graphic design book titled '6 graphic elements' featuring a large black number 6 on the left and a list of chapters on the right, including negative space, numerals, patterns, and the grid.
Minimalist graphic design with a large white space and the text, "The most powerful graphic element is negative space," located in the bottom left corner.
Page from a branding style guide with a large black number 2 on the right. The title 'numerals' appears to the left, along with text explaining the aesthetic of big numbers and their use in design.
A page from a branding guide explaining patterns, with a section of text on the left and a repeating pattern of arrow-shaped designs on the right. The word 'avenir' is overlaid on the pattern.
Text and black grid squares arranged in rows and columns, with the heading 'the grid' and a paragraph about experimenting with graphic elements on a grid.
Page from a design or branding book showing a large black number 7 with the word 'applications' beside it and a list of topics including favicons, brand architecture, organizational chart, infographics, business cards, letterhead, and envelopes with
A graphic showing different sizes of the Avenir Eyewear logo, with a stylized wave or sun rays above the word 'avenir' and the word 'eyewear' underneath.
Four logo designs for the brand 'avenir' in different colors, each with a stylized feather or wing graphic and various descriptive words underneath, such as eyewear, elite, enfants, and artistes.
A corporate organizational chart with the title 'organizational chart' and a large semi-circular graphic on the right side. The chart lists names and titles including Julian Berger, CEO; Otto Van Houten, VP Operations; Willy Smithers, VP Marketing; M
Infographics with bar and pie charts showing monetary values of $1,000 with color codes, title 'infographics' in bold, and small text 'avenir brand guidelines' at the bottom left.
Sample business card design with large black letter 'a' and smaller letters 'e v e', 'n i r', 'e y e', and 'w e a r' in various fonts. The layout includes sample text describing the card's design and contact details for an eyewear business.
Page from brand guidelines showing a letterhead design with the heading 'letterhead' in bold, along with a description of the design features and two sample letterhead layouts, one with a green and gray design at the top and bottom, and the other wit
A magazine page discussing envelopes, with an illustration of an open envelope showing patterned interior, and a patterned envelope for a letter with a label that reads 'avenir'.
A page from a design book featuring large black number 8 on the left with the title 'experiential design' and a subtitle indicating topics about brick, mortar, and signage, along with page numbers.
Blueprint of a brick and mortar structure with measurements detailed in inches, showing various dimensions and sections.
Design blueprint for Avenir Eyewear storefront showing aluminum signage, backlit aluminum, brushed and painted aluminum, illuminated sign, vinyl, frost glass, and aluminum materials.
A signage design featuring a 12-inch tall rectangular metallic silver sign with the text 'avenir eyewear' in stylized lowercase letters. Above the sign, there is a graphic of turquoise eyelashes, each with a dark gray base, extending upwards. The ove
Title page of a customer journey report featuring a large black number 9 and text indicating it covers touchpoints, a day in the life, and gift packages, with page numbers 56, 57, and 59.
A page from a branding guidelines document listing various marketing touchpoints, including advertising, print, digital, in-store, and packaging interactions.
Page titled 'a day in the life' featuring a profile of Eustace de Plusrien, age 40, residing in Hastings-Sunrise, recent Brooklyn relocation, art director, married with two children. The page includes a biography, interests in galleries, exhibitions,
A magazine page titled 'a day in the life' with multiple columns of text describing a person's experience shopping for eyewear and related products, along with brand guidelines at the bottom.
Design template of a gift packaging box for aveni r eyewear, showing fold lines, printed branding, and color zones.
Animated illustration of a white reusable coffee cup with a brown sleeve and a white lid, featuring the brand name 'avenir' on the front, placed on a white background.
Page with large black number '10' and the words 'conclusion' and 'all good things must come to an end . . . 62', indicating the end of a document or presentation.
Page with text about avenir rules, style, and not breaking the grid, ending with 'Unless, of course, you have to.'

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