When CCL Industries purchased the consumer-facing division of Avery Dennison Corporation, the new division (“Avery Products Corporation”) needed a revised visual identity to differentiate it from its former parent—Avery Dennison—which continues to use the red paperclip triangle designed by Saul Bass.

The challenge was to find a way to distinguish the “Avery” brand without losing the equity of its strong name and recognition. A tilted red square was a way to make the wordmark distinctive and was also a nod to the way that Avery had been using the historic Bass mark.