Visual Standards Guide
POND’S A holistic approach to beauty
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CONTENTS
12 A New Page
28 A New Look
14
The New Logo
30
Typography
16
Logo Components
32
Color Standards
18
Logo Anatomy
34
Business System
22
Clear Space
24 Incorrect Uses 26 Dimension Restrictions
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36 Our Future
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“Everybody needs beauty as well as bread, places to play in and pray in, where nature may heal and give strength to body and soul.” — John Muir A Scottish-American naturalist
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Where are we going Pond’s holistic approach to beauty (mental, physical and spiritual) for a healthy way of living. Today, women busy balance work, family and everything else that comes their way. They feel exhausted, stressed and being sick and tired. Pond’s focuses on women’ s need through health and positive methods to increase inner peace, reduce stress and build a better outward appearance. Ponds use the way of nature healing to create happily, confident and energetic women who can enjoy the perfect life balance.
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A New Page 14
The new logo
16
Logo components
18
Logo anatomy
22
Clear space
24 Incorrect uses 26 Dimension restrictions
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Visual Standards Guide
The New Logo
The new mark represents the rebirth of Pond’s. It is a mixture of various inspirations, including a letter “P” and a leaf.
The letter P and the leaves were the major sources of inspiration and a large park of the mark. The letter signifies the brand’ s name and peaceful. It reflects the brand focus on the female’s inner peace to give them more power to face all fact world. On the other hand, the leaf is a symbol of nature. Pond’s believes, through the nature healing to create confident,
P Letter P
healthy and energetic female who can enjoy the fact life and challenge dilemma. Leaf
Wave
The new Pond’ s we focus the holistic approach to beauty (mental, physical and spiritual). The new logo, we use to wave and circle shape to give the audience a soft and flowing feeling.
This is the final logo that represents the new
CMYK
life of Pond’s that focuses on nature and
RGB
57 0 38 0 116 195 179
COTAED
570C
UNCOTAED 332U
health. I hope that through this logo to convey the women’s beauty and the power of nature.
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CMYK 33 25 26 5
COTAED
RGB
UNCOTAED 5U
179 178 178
5C
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Signature
Logo Components
Symbol
P
The Pond's logo consists of a symbol and a simple word mark that features the brand's name in an inspiring and engaging way. It shows the brand's new vision and keeps the soul of its past. This two components can be divided into a symbol or a word mark and will be used for distinct purpose depending on the design situation in order to more accurately reflect the val-
Word mark
ues, nature, and distinct characteristics of the similar brand.
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2.2 x
4x
1.2 x
45°
Logo Anatomy 5.5 x
Considering the proportion and symmetry, the new logo has been meticulously calculated and crafted to be a well balanced logo with consistent curve and arcs, but some details still need to be polished. The overall framework of the symbol
9x
is made up of the intersection and segments of circles of different size. The length of x is the basic unit for the logo grid. The symbol is respectively 7.4 x and 9x in width and length.
3.5 x
0.8 x
x x
x x
Guide Wide=x
Guide Wide=x Guide length=x
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0.04 x
0.18 x
0.04 x
Guide length=x
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POND’ S The new Pond’ s logotype AG Book Rounded
New Pond’ s logotype
The Pond’ s logotype is based on the typeface AG Book Rounded. However, it has been altered to fit the new aesthetics of the brand and the overall balance. Strokes are smooth, the letter O is smaller than they were. This adjustment makes the logotype looks more harmony and reliable.
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x x
9x
Clear Space
There must always be sufficient space surrounding the logo to avoid competition from other visual elements and maintain
Clear space for symbol
7..4x
its visual impact. Maintaining clear space properly will ensure a maximum brand impact and recognition.
x x
Clear space for typemark
Guide Wide=x Guide length=x
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Drop shadow
Stretch/ alter
Transparent
Outline
Rotate
Incorrect Uses
Inconsistent use of our logo detracts from the brand equity and recognition. Altering or recreating the logo in any way negates the consistency we strive to achieve. Some examples will illustrate some incorrect uses of our logo.
Cropping
POND’ S
Place type of side
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Contrast
Font uses
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Dimension Restrictions
Visual Standards Guide
10cm 3.97inch
To ensure high quality and consistency, we think ahead for the different uses of our logo. We have regulated a logo system, which in the different circumstance we will need to use the appropriate size of the logo to ensure legibility.
5 cm 1.97 inch
3 cm 1.18 inch
1 cm 0.39 inch A
B
C
D
Identity is no less than 1cm/ 0.39 inch
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A New Look 30 Typography 32 Color standards 34 Business system
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Aa
Extra light
a b c d e f g h i j k l m n o p q r s t u v w s y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 0 1 2 3 4 5 6 7 8 9 ! % & * #
Aa
Light
a b c d e f g h i j k l m n o p q r s t u v w s y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 0 1 2 3 4 5 6 7 8 9 ! % & * #
Typography
Typeface 2/ Gotham Gotham is that rarest of designs, the new typeface that feels somehow familiar. From the lettering that inspired it, Gotham inherited an honest tone that’s assertive but never imposing, friendly but never folksy, confident but never aloof. The
Typeface 1/ Egyptienne F LT Std Egyptienne is a serif typeface belonging to the classification slab serif, or Egyptian, where the serifs are unbracketed and similar in weight to the horizontal strokes of the letters.
Aa
Aa
Book
a b c d e f g h i j k l m n o p q r s t u v w s y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 0 1 2 3 4 5 6 7 8 9 ! % & * #
inclusion of so many original ingredients without historical precedent — a lowercase, italics, a comRoman
prehensive range of weights and widths, and a character set that transcends the Latin alphabet
a b c d e f g h i j k l m n o p q r s t u v w s y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 0 1 2 3 4 5 6 7 8 9 ! % & * #
— enhances these forms’ plainspokenness with a
Aa
Medium
welcome sophistication, and brings a broad range
a b c d e f g h i j k l m n o p q r s t u v w s y z
of expressive voices to the Gotham family.
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 0 1 2 3 4 5 6 7 8 9 ! % & * #
Aa
Bold
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
Aa
0 1 2 3 4 5 6 7 8 9 ! % & * #
a b c d e f g h i j k l m n o p q r s t u v w s y z
a b c d e f g h i j k l m n o p q r s t u v w s y z
Bold
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
Egyptienne
Aa
Black
a b c d e f g h i j k l m n o p q r s t u v w s y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 0 1 2 3 4 5 6 7 8 9 ! % & * #
Gotham
0 1 2 3 4 5 6 7 8 9 ! % & * #
Aa
Black
a b c d e f g h i j k l m n o p q r s t u v w s y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 0 1 2 3 4 5 6 7 8 9 ! % & * #
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Colour Standard
As a female brand, our company selects Macaron green as the theme colour. This colour is very popular modern colour and favoured by ladies. This colour gives us an elegant, free
(1 )
and relaxed feeling. On the other hand, the logo typeface
(2)
(3)
we used light grey and orange colour as the main color for the brand. Adding orange on green and grey can increase the contrast visually, and convey dynamic, energetic and modern feeling.
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(1 )
(2)
(3)
CMYK
0/56/100/0
33/22/26/5
57/0/38/0
RGB
241/139/0
179/179/178
116/195/176
COATED
1375C
5C
570C
UNCOATED
130U
5U
332U
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Business System
The business collateral for Pond' s is meant to be an introduction to the brand's identity. The design is integrated with our brand visual that are the new Pond's colour scheme and typography style.
Dear John
Mor aciptis. Perviliquam ta, num mente dienirit, notertus ina, mur ad dem tatimus escioct odiontiem poratatquis castrac ommo haceribusa obulegitili, tum noca Serfecr urenatuitiam huidertus pritum postam noca nihil virmaio rarbis renatis etis. Habem es cla non tereste dum in dinterore dum adempostem atuital egilicatque ena, quoditabita, quam o horum Bat, nons esin videren atimperis, quiumus lis. Mulvive, nic rescem dum pre acibustricum ocum diusa entebem deatiliis cepoerum pulia vena, comnit Cato elatius civivivaste, quita culero utus. Satuam meres ocur pubis bon temus vidium acris. Acrem ves! Diissulla dium aberes vir hos verius et ad pl. Ti. Gra patandum, constus, ut vivis ete, quam. Vivastere aus noximur. Num omprem omantem enteres? Ur. Quam nox notiam hocri contermis conum opublie ntelaria? Do, consus, quidi speris addum ium inatil vereissolto vitu musque popubliisse, ublicumed in vilibus ne nostem atiliis. mis fur.
Anndy
num opublie
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vilibus ne nostem
omprem omantem
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Our Future Pond’s has a long history on skincare market but less young people know it. New Pond’s will expand the target audience and focus on women’s beauty both inner and outer.
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Visual Standards Guide
Extensions
At this part, there have four directions to create better service for women because women need to face kinds of stress, sometimes they feel tired and exhausted. At Pond’s health and healing center, we are interested in the cause of the ongoing disease, as well as the ways in which the body’s natural self-help mechanisms can be simulated to cure and strengthen the body, mind and soul. Women can take Pond’s activities to get help, take experts lectures, art classes and other objects to release stress.
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New Pond’s Opportunities
P
–Physical
M –Mental L
–Learning
S
–Sharing
Visual Standards Guide
01. Cook Book/ Magazine
M L
S
13. Cooking Classes
S
In the lounge, audiences will get free for their spirit because they can listen to music and we have a library for audiences, so they can read something; besides, we offer some health drink for ladies.
02. Art Kits
08. Yoga/ Dancing Room
S
Pond’s hope to develop creativity for female, so women can bring their beauty through things they created then audiences can change their art kits with others.
03. Beauty APP
S
P
Through the application, women can get new information what they focused life problem, beauty questions, health recommendation and so on in time.
04. Health Instruct
M
P
M
L
S
Our instructors will give audiences professional suggestions whatever the questions of clothes matching, makeup and social language skills in work.
L
15. Camping
S
M
P
M
S
From clinic center, audiences will get professional suggestions or share their story with other audiences to release inner stress.
This event support groups join in. It will help audiences improve survival skills and build strong inner the same time it is a good chance to social.
10. SPA
16. Outdoor Yoga
P
11. Visit Pond’s botanical garden
06. Aesthetic Instruct
M
09. Psychological Clinic Center
05. Support Group
M
14. Expert Lectures
In the room, audiences can practice yoga and learn dance with teachers to help them heal and live with more joy.
SPA is a good method to release the stress of inner and body;besides, it can remove body toxins to help audiences build a better outside.
S
L
Through cooking classes, women will learn how to eating more health, how to combine different ingredients, etc.
We will invite experts from different fields to present and communication with our audiences. About the lectures topics, we will ask our audience’s advice which problem is interesting in them or what problem they concerned about.
P
Pond’s can help audiences build personal health plan from nutrition therapy to fitness plan.
Pond’s focus on all women’s service, we will build a website or APP so that our audience can communicate with others to get help from mental and inner and help female organize other social activities.
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07. Relax Area
In this book/magazine, it will introduce kinds of nutrition and health food for audiences. ( Maybe it include in low calories food for women who like fitness, desserts for the housewife, organic ingredients for white collars and so on
M
It’s a good chance to get close to nature for audiences, the same time they can learn about how plants be applied into skin care products; besides, audiences will feel free and relax in the garden.
12. Art Classes
M
L
This part focuses on audiences’ inner deep. From learning art knowledge can help audiences to widen their horizons.
P
Yoga has long history been know to have many benefits, both physical and mental in a fresh, natural environment. Women at the Pond’s yoga camp will learn techniques to benefit their health and share their experience in a group setting.
17. Pond’s Handmade Charity Sale
S
Audiences can take their handmade art kits, jewelries, clothes and other things to join the public sale. All of the money from Pond’s auction be earned will donated to special women groups who need finical support.
18. Pond’s Volunteer
L
Pond’s will organize Beauty Team bringing beauty products and treatments to women recovering or hospitals, and home for the aging, etc.
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Handmade Art Kits
Pond’s hopes to develop creativity for women, so they can bring out their beauty through things they create. Through the process of handcrafting, they can relieve their stress with these art projects, which are useful way to reduce negative emotions. Handmade goods can be kept or donated to Pond’s barra center and our workers will collect the work for an auction to support women in need.
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Support Group
Through the Pond’s friends platform, audiences can share their experiences with each other because sometimes we need a listener. Female can through this way to relax their mind and find solutions to their problem.
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Relax Area
In the lounge, audiences will get free for their spirit because they can listen to music and we have a library for audiences, so they can read something; besides, we offer some health drink for ladies. Women can share this area and share their experiences with each other.
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Psychological Clinic Center
At the Pond’s clinic, we provide psychological counseling to help women keep mentally healthy and also teach them skills to manage their negative emotions.
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Pond’s SPA
Pond’s Spa will offer a variety of massage therapies to fit individual preferences. Our staff will help you create a personal Spa plan for you so that you can have a better user experience. We hope through our service to help you get rid of mental and physical stress.
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Art Classes
Pond’s art classes include painting classes, art appreciation, flower arrangement and pottery classes. Every student, from beginners to professionals, will have a great time with classmates. We encourage students to take any classes they are interested in.
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Pond’s focuses on women’ s needs through health and positive methods to increase inner peace, reduce stress and build a better outward appearance. Visual Standards Guide
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Copyright @2017 Yindi Shi
shiyindi1108@gmail.com
This book is a non-commerical project for education purpose and is not intented to represent the POND’S brand.
www.ponds.us/ https://en.wikipedia.org/wiki/Pond’s
All right are reserved. No part of this publication may be reproduced, store in a retrieval system or transmitted in any form or by any means, electronic, mechanical, recording, photocopying or otherwise without prior permission of Yindi Shi.
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