The familiar Avery brand had long been produced by the Avery Dennison Corporation, until its purchase by CCL industries.

The renamed division, Avery Products Corporation, needed a revised visual identity to clearly distinguish it from 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 considerable 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.