VISUAL STANDARDS GUIDE
VISUAL STANDARDS GUIDE
AVON / Visual Standards Guide
Table of Contents “Outer beauty attracts, but inner beauty captivates.” —Kate Angell
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01
BRAND GUIDELINES
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About Avon Logo Evolution New Logo Logo Anatomy Logo Usage Incorrect Usage
02 VISUAL SYSTEM
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Color Standards Typography
03 BRAND EXTENSIONS Brand Projection Chart Extensions List
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AVON / Visual Standards Guide
BRAND GUIDELINES
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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AVON / Visual Standards Guide
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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AVON / Visual Standards Guide
LOGO EVOLUTION The Avon logo changed considerably throughout the years of 1886 until today. From complex and ornate to basic and simple.
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BRAND GUIDELINES
1886-1904
1930
1904-1911
1910-1924
1936
1947
1954
1970
1980
2009
2019
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AVON / Visual Standards Guide
NEW LOGO The final logo is the perfect representation of my keywords. It’s empowering with a rose that’s made in a more geometrical shape. It feels balanced by the way the petals are distributed and the nature aspect represents the wellness. My typeface is designed following the shape of the petals, so it connects with the symbol.
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BRAND GUIDELINES
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AVON / Visual Strategy Guide AVON / Visual Standards Guide
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BRAND GUIDELINES
LOGO ANATOMY Avon’s 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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AVON / Visual Standards Guide
5x
5.75 x
1x
1x
4.25 x
SIZE VARIATION The Avon logo must follow the dimension restriction chart based on the usage in which the mark is being used.
Signature
Symbol
Wordmark
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BRAND GUIDELINES
SIGNATURE
SYMBOL
WORDMARK
>2"
>1"
>0.5"
>0.25" minimal size
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AVON / Visual Standards Guide
INCORRECT USAGE Rules are necessary in order to maintain the integrity and visual identity of the Avon brand. Our logo shouldn’t be altered in any way, this means: no rotating, distorting, outlining, adding shadows or other effects. Here are a few examples of some ways you should never consider using the Avon logo.
1. Do not invert the colors 2. Do not stretch 3. Do not move the symbol 4. Do not add shadow 5. Do not use off-brand colors 6. Do not rotate 7. Do not add a bounding box 8. Do not use on busy images 9. Do not type out the word mark
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BRAND GUIDELINES
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AVON / Visual Standards Guide
VISUAL SYSTEM
COLOR STANDARDS The new colors for Avon were carefully chosen to fit the mission statement and soul of the brand. As primary colors, there is: 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. We also have a soft blush color as a secondary color that may be used in rare cases.
WHITE CMYK: 0, 0, 0, 0 RGB: 255, 255, 255 Hex #: ffffff
BERRY CMYK: 0, 100, 59, 26 RGB: 184, 8, 62 Hex #: b8083e
BLUSH CMYK: 0, 26, 11, 0 RGB: 250, 200, 201 Hex #: fac8c9
NAVY CMYK: 100, 94, 0, 60 RGB: 7, 7, 78 Hex #: 07074e
MIDNIGHT CMYK: 0, 0, 0, 100 RGB: 0, 0, 0 Hex #: 000000
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VISUAL SYSTEM
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AVON / Visual Standards Guide
TYPOGRAPHY The typeface chosen is Basic Sans a sans-serif typeface designed by Daniel Hernåndez and released through Latinotype in 2016. The typeface was selected because of it’s simplicity and delicateness with its warm curves. A variety of weights and its italics are available making it perfect to use for each case.
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VISUAL SYSTEM
A
BASIC SANS Basic Sans Light ABCDEFJHIGKLMNOPQRSTUVWXYZ abcdefjhigklmnopqrstuvwxyz 1234567890!@#$%^&*?” Basic Sans Light Italic ABCDEFJHIGKLMNOPQRSTUVWXYZ abcdefjhigklmnopqrstuvwxyz 1234567890!@#$%^&*?” Basic Sans Regular ABCDEFJHIGKLMNOPQRSTUVWXYZ abcdefjhigklmnopqrstuvwxyz 1234567890!@#$%^&*?” Basic Sans SemiBold ABCDEFJHIGKLMNOPQRSTUVWXYZ abcdefjhigklmnopqrstuvwxyz 1234567890!@#$%^&*?” Basic Sans Bold ABCDEFJHIGKLMNOPQRSTUVWXYZ abcdefjhigklmnopqrstuvwxyz 1234567890!@#$%^&*?”
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AVON / Visual Standards Guide
AVON / Visual Standards Guide
BRAND EXTENSIONS
BRAND PROJECTION CHART Avon focuses on empowering women by making them feel beautiful in every aspect. This brand projection chart shows how potential extensions for our brand live within each category. Feeling and being beautiful in the inside like on the outside to build confidence.
E03
H06
HEALTH
EDUCATION
E01 E06
E05 H05
E02
H03
E04
H01
H02
B01
H04
B06
B02
B04
B05
C02 B03
BEAUTY
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E07
CONFIDENCE
BRAND EXTENSIONS
HEALTH H01
Wellness Retreat (EX)
H02
Women’s Half Marathon X Nike (CO) (EX)
H03
Avon’s Health Center (SE)
H04
Avon Gym (SE) (EN)
H05
Wellness (ED) (EX)
H06
Ifit (PR) (ED) EDUCATION
E01
All Girls (ED)
E02
Avon Business School (ED)
E03
Into The Wild (ED)
E04
She Can app (SE)
E05
Cooking Time (ED) (EX)
E06
Career Skills (ED)
E07
Avon Artist (EN) (EX) BEAUTY
B01
For Her app (SE) (EX)
B02
Be Magazine (PR) (ED)
B03
HER (PR)
B04
Beautiful (SE) (EX)
B05
Beauty Bar (ED) (EX)
B06
She Talks (EV
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EXTENSION LIST
(EX) EXPERIENCE
(SE) SERVICE
(EV) EVENTS
(CO) CO-BRANDING
(ED) EDUCATIONAL
(PR) PRODUCT
(EN) ENVIRONMENT
H01
Similar to: Divas Half Marathon Series, See Jane Run, Iron Girl
WELLNESS RETREAT (EX) Introduction: A 4 day retreat for women in a to focus on their wellness. Description: The Wellness Retreat is a way to reconnect with yourself, release the stress that’s been building up and meet other women all that surrounded by nature and activities. Activities such as mediation, yoga, hikes, arts and crafts and so on. Balanced and healthy meals will be provided along the journey.
Different than: Not only we encourage women to feel beautiful on the inside we also give away free beauty Avon bags to each participants so they feel beautiful on the outside too. H03
Intro: A health center that provides care for all women.
Mission focus: This retreat experience reinforces our mission of taking care of women’s wellness by providing them the essential tools to start living an healthy and balanced life.
Description: A women’s community clinic for all women and girls, to improve their health and well-being. Services such as primary care but also annual exams, pap smears, breast and mammogram exams, birth control and pregnancy care.
Similar to: Within, Sha Wellness Clinic Different than: This specific retreat focuses on each individual but as a group, helping all these women together by having them participate in activities. H02
Mission focus: The medical center supports our mission of looking after all women’s health by providing them the care they all need.
WOMEN’S HALF MARATHON X NIKE (CO) (EX)
Similar to: Women’s Community Clinic, Planned Parenthood
Introduction: Co-branding with Nike in their Women’s Half Marathon. Description: Avon will partner up with Nike in their Women’s Half Marathon. This is a way to show our commitment to the women’s community and show how much we care about their well-being. Avon special care products will be distributed to each participant. Mission focus: A co-branding that support our mission by encouraging women to feel confident and strong.
AVON’S HEALTH CENTER (SE)
Different than: Not only focusing about sexual health care but every other care a women needs in order to stay healthy. H04
AVON GYM (SE) (EN) Intro: A gym where every member has a personal trainer that follows her progress and help her reach her end goal.
BRAND GUIDELINES
Description: Every new member meets with a trainer explaining what type of objective they want to reach and a specific weekly program is set for them.
E01
ALL GIRLS (ED) Intro: Avon All Girls provides different sports equipment to school with a low budget.
Mission focus: The Avon Gym ties to our mission of wellness by giving the opportunity to all women to practice sports in a safe and supporting community.
Description: Making sure that everyone gets access to practice sports. We give the opportunity to every student to no matter how much money they have, to enjoy sport.
Similar to: Crunch, Equinox, 24 hour Fitness
Mission focus: All Girls encourages young girls to build leadership, work as a team and become confident.
Different than: Developing a specific routine for each person so it fits their capacity.
Similar to: Tenacity Project H05
WELLNESS (ED) (EX)
Different than: Not only encourage but provide the material needed in order to play sport.
Intro: Yoga and meditation classes to release and manage stress. Description: The classes will be of a small group so that the instructor can give the best care and attention to each participants. Mission focus: These classes link to our mission by focusing on the wellness of women. Similar to: Studiomix, Glow Yoga, Satori Yoga Different than: Teaching all women of every age to focus on their well-being. H06
IFIT (PR) (ED) Intro: Fitness application that helps you select the best routine and exercises based on your goal. Description: An app that also helps you to select a meal plan based on your diet, that you can follow, so you can eat healthier.
E02
AVON BUSINESS SCHOOL (ED) Intro: An all girl business school giving the opportunity to everyone to become who they want to. Description: Several majors such as finances, accounting, real estate, marketing and management, will be available. The school is meant to train these women to become the best in their field and train them become leaders. Mission focus: This extensions reinforces our mission by giving the opportunity to women to become successful and achieve their dreams. Similar to: Hult, Ivey, IESE Different than: It’s not a regular business school, it’s a place where women can grow into any one they want to become.
Mission focus: The app ties to our mission statement by helping women to be and feel healthy. Similar to: Fitbit, Lifesum, Noom Different than: It’s not just a regular fitness app, it also connects you with other users in the area so you can motivate each other.
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E03
E06
INTO THE WILD (ED) Intro: An Avon Girl Scout summer camp, to train girls to become independent.
E04
Intro: A coaching career counseling service.
Description: Into the wild will have different activities and games to build girls from 10 to 16 to become whoever they want to become.
Description: A career counseling service where all women can get prepared for their interviews and get help with writing a good resume, so they can land their dream job.
Mission focus: Empower young girls and helping them to build their confidence.
Mission focus: Helping women to gain confidence the professional world.
Similar to: Girls Scout
Similar to: BrightSide
Different than: It’s not about selling cookies, it’s about becoming a future CEO.
Different than: Not only preparing them but being there for them for each step of the way.
SHE CAN APP (SE) (ED)
E07
AVON ARTISTS (EN) (EX)
Intro: An application that connects women together.
Intro: A all women gallery where upcoming artists can expose their work.
Description: The app will connect women based on their interests, hobbies and so on. So they can share, learn and grow together.
Description: Not only we give the chance to unknown artists to be discovered we also give them the opportunity to be featured in the next packaging for an Avon line.
Mission focus: Connecting people together, so that they can grow and learn from each other.
Mission focus: This opportunity is a way to feel proud of who they are and show it.
Similar to: LinkedIn
Similar to: Women Made Gallery, Sight Unseen
Different than: It’s not only about connecting it’s about sharing a same interest. E05
CAREER SKILLS (ED)
Different than: Encouraging to expose their work with a great reward to be a part of our Avon packaging.
COOKING TIME (ED) (EX) Intro: One month cooking class program. Description: The classes will teach women how to cook a healthy and balanced meal for themselves and their family. It will teach them how to pick the right ingredients and how to properly cook them. Mission focus: Cooking time connects to our mission by teaching women how to be healthy. Similar to: Blue Apron, Cozymeal Different than: Teaching to not only cook but choosing and buying the rights products.
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B01
FOR HER APP (SE) (EX) Intro: Avon app that tells you all the latest tips and tricks of your favorite products. Description: Short tutorial videos of Avon Girls of how to best apply your make up. You can share content and talk with other women all over the world. Mission focus: Making women feel beautiful. Similar to: Youtube, Instagram, Ipsy Different than: We create a community.
B02
BE MAGAZINE (PR) (ED)
Mission focus: Making women feel beautiful and confident in every aspect.
Intro: A women’s magazine that focuses on beauty and lifestyle tips. Description: With articles on how to best apply your make up when you don’t have time in the morning and others on how to build up your confidence at work.
Similar to: Sephora Different than: It’s not only about beauty and the physical aspect. B05
Mission focus: The magazine supports our mission by making women feel beautiful inside and out.
Intro: Pop-up Beauty Bar, where you can get your nails, hair or make-up done and buy Avon products.
Similar to: Cosmopolitan, Elle, Glamour
Description: The Beauty Bar helps women to choose the best make up, the best hair do depending on what goes best for them.
Different than: It’s not about other people but about them. We focus on both inner and out beauty . B03
Mission focus: Making women feel beautiful and confident inside and out.
HER (PR)
Similar to: Benefit, Sephora
Intro: A lingerie line that is designed to fit every women. Description: All natural materials, an elegant, sophisticated design, just to make our customer feel beautiful. Mission focus: Her ties to our mission by helping women with their confidence making them feel pretty just how they are. Similar to: Aeries, Third Love Different than: Showing beautiful women with different types of body so that our customer can best pick their product. B04
BEAUTY BAR (ED) (EX)
BEAUTIFUL (SE) (EX) Intro: Beauty classes that cover everything from make-up to styling, posture and communication skills.
Different than: We don’t just apply make-up we teach these women how to. B06
SHE TALKS (EV) Intro: An all women conference hosted by Avon, where women CEO and business entrepreneurs share their experience and knowledge. Description: The conference is a way to empower other women all over the world to follow their dreams and become who they want to become. Mission focus: She Talks reiforces our mission of empowerment by giving these women the opportunity to feel confident and share their success and experience with others. Similar to: Ted Talk, Ignite, 99U Different than: It’s a women only event.
Description: Those classes give the tools to every and each women out there no matter where she comes from to be the best beautiful version of herself.
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COOKING TIME Cooking Time is a program that offers classes to teach women how to cook a healthy and balanced meal for themselves and their family. It will teach them how to pick the right ingredients and how to properly cook them.
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AVON GYM The Avon Gym takes care of the wellness of every member by giving them the tools and the opportunity they need in order to practice sports in a safe and supporting community.
BRAND EXTENSIONS
AVON / Visual Standards Guide
ALL GIRLS Avon All Girls provides sports equipment to schools that don’t have the money to afford any. We want to give every girl the opportunity to enjoy and practice sports.
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“Beauty begins the moment you decide to be yourself.” —Coco Chanel
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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