VISUAL DEVELOPMENT GUIDE
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VISUAL DEVELOPMENT GUIDE
AVON / Visual Development Guide
Table of Contents “Look after yourself from within, and your beauty will shine through on your skin.” —Shanina Shaik
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VISUAL RESEARCH
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About Avon Logo Evolution Visual Concept
02 LOGO DEVELOPMENT
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Initial Sketches Refinements
03 FINALIZATION Logo Competition Final Logo Color Palette
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VISUAL RESEARCH
ABOUT AVON Avon was founded by the American business man David H. McConnell in 1886. McConnell was first a book salesperson and he would give beauty products as gifts. With that he realized that people were more interested in those free samples than the actual books themselves. He then founded Avon which was a perfume company at first, and would recruit a team of women to be the Sales Representatives, and sell the product. Being the fifth beauty company worldwide Avon sells cosmetic, household products and personal care. The brand takes care of the customers and representatives, making sure that everyone belongs to one safe community. This began Avon’s long history of empowering women around the globe.
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VISUAL RESEARCH
LOGO EVOLUTION The Avon logo changed considerably throughout the years of 1886 until today. From complex and ornate to basic and simple.
1886-1904
1904-1911
1910-1924
1930
1936
1947
1954
1970
1980
2009
2019
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VISUAL CONCEPT My concept behind this rebranding of Avon is trying to push even further the brand and be there for women in all aspects of their lives. I want to teach women to protect themselves and their inner beauty. Making Avon a brand that women can rely on for every matter and concerns they have. Everyone deserves to feel confident and empowered, and that’s not only done by feeling beautiful on the outside. The better, healthier you feel the more beautiful you will feel in return. On a visual aspect, the essential key to this rebranding is to portray Avon as a brand that gives a feeling of empowerment, wellness and balance.
VISUAL RESEARCH
KEYWORDS WELLNESS EMPOWERED BALANCE
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NEW MISSION STATEMENT
“Avon’s mission is all about helping women to not only be beautiful but to feel beautiful. We empower and educate these women to live their healthiest and happiest life.”
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KEYWORDS
WELLNESS Making sure our customers are feeling good in their own skin by taking care of their health.
EMPOWERMENT We want every women to feel empowered and proud of who she is and who she wants to become.
BALANCE Providing a balanced and healthier lifestyle choice, so that women can live their happiest lives.
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LOGO DEVELOPMENT
INITIAL SKETCHES (WELLNESS) For my initial sketches I tried focusing first on my “wellness” keyword. To illustrate the wellness side of my brand I started by drawing symbols that would connect with health and well-being.
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LOGO DEVELOPMENT
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INITIAL SKETCHES (EMPOWERED) For my empowered keyword I mainly focused on making a bold symbol, with sharp edges. I wanted my logo to feel confident, strong but elegant at the same time.
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LOGO DEVELOPMENT
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INITIAL SKETCHES (BALANCE) Finally for the keyword balance, I focused on designing very symmetrical shapes. I tried staying away from the organic aspect and building something more constructive.
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LOGO DEVELOPMENT
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REFINEMENTS Moving forward I did some digital refinements. I redesigned the logos that worked the best for my rebranding. I also decided to combine both the organic shape and a more geometric one to entirely connect it with my brands mission.
“Avon’s mission is all about helping women to not only be beautiful but to feel beautiful. We empower and educate these women to live their healthiest and happiest life.”
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LOGO DEVELOPMENT
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FINALIZATION
All these logos are from known brands, that might compete visually with the new Avon rose logo.
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FINALIZATION
LANCOME
ROSE ELECTRONICS
French luxury perfume and cosmetics
US company selling electronics based in
products.
Houston and founded in 1984.
ROSE PARK
FLYING FLOWERS
Golf course in Salt Lake City.
Flower delivery in London.
AIR ROSE
PINK ROSE
Air Rose airlines.
Philadelphia bakery.
TOUT SWEET
THE ROSE BEAR
San Francisco French bakery, specialised in
Los Angeles company that designs teddy
cakes and deserts.
bears made out of roses.
REDROSE
FIVE ROSES
Tea company that was founded in Canada
South African blended tea.
in 1894.
ENGLAND RUGBY
GULISTAN
The Rugby Football Union of the UK has a
Carpets and rugs company.
rose as a logo being the national flower of
ALEXANDER ROSE British garden furniture brand. ROSE GARDEN
the country. MARY KAY American cosmetics and skin care company.
Rose Garden Cafe in Kensigton neighbor-
DERRICK ROSE
hood in London.
American basketball player that has an ap-
FOUR ROSES
parel collection.
Kentucky straight bourbon whiskey brand introduced in 1888.
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FINAL LOGO The final logo is the perfect representation of my chosen keywords. By deciding to design a rose in a geometrical shape, I made the connection with the empowerment side of my brand. The symbol of my logo feels balanced, by the way the petals are distributed. The natural aspect of it, represents the wellness. Finally, my Avon logotype was designed following the shape of the petals, so it feels harmonized.
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FINALIZATION
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FINALIZATION
The Avon logo should always follow the right proportions no matter the size of the final logo.
5.75 x
0.75 x
1x
1x
4.25 x
Signature
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COLOR PALETTE The new colors for Avon were carefully chosen to fit the mission statement and soul of the brand. The berry red color represents the confidence and empowerment of women. The imperial blue color indicates the wellness side of it and the pearl white reflects the balance.
PEARL CMYK: 0, 0, 0, 0 RGB: 255, 255, 255 Hex #: ffffff
BERRY CMYK: 0, 100, 59, 26 RGB: 184, 8, 62 Hex #: b8083e
IMPERIAL CMYK: 100, 94, 0, 60 RGB: 7, 7, 78 Hex #: 07074e
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FINALIZATION
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STANDARDS INSPIRATION Before getting to develop my own standards guide for my new Avon brand, it was important to explore some inspiration first. To be able to see and learn from others, on how they present it and execute it.
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FINALIZATION
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FINALIZATION
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“The beauty of a woman is not in the clothes she wears, the figure that she carries or the way she combs her hair.” —Audrey Hepburn
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MOVING FORWARD Following the research and development of the new identity for Avon, we can move to the next stage which are the guidelines for our new logo. Setting up rules on how the logo can and can’t be used is very important, so we can guide others to understand our visual system.
DESIGN Elena Van Der Westhuizen CLASS GR 604 Nature of Identity Hunter Wimmer Spring 2019 TYPOGRAPHY Basic Sans PHOTOGRAPHY Adobe Stock Unsplash
This is a non-commercial style guide and is intended for educational purposes only. This does not reflect or represent the Avon brand. This book was created as part of a project for Academy of Art University.
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