Student Project_Visual Standards Guide

03.

VIS UAL S TANDARD S G UIDE

2

OVERVIEW

Bonne Bell is a cosmetics company targeted the youth beauty market from the start. It promotes a wholesome image and a “Be fit. Look good.� philosophy.

The goal of Bonne Bell is to encourage young women to express their inner beauty as well as their outer beauty through free expression. It believes that self-expression is beautiful.

V I S U A L S TA N DA R D S G U I D E

BO N N E BELL V I S UAL STA NDA R DS GUI DE

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OVERVIEW

Bonne Bell is a cosmetics company targeted the youth beauty market from the start. It promotes a wholesome image and a “Be fit. Look good.� philosophy.

The goal of Bonne Bell is to encourage young women to express their inner beauty as well as their outer beauty through free expression. It believes that self-expression is beautiful.

OVERVIEW

Hi, there.

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V I S U A L S TA N DA R D S G U I D E

CONTENTS

01.

02.

NEW CONCEPTS

LOGO STANDARDS

Visual Concepts

The New Mark

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Logo in Black & White

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Logo in Color

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Logo Anatomy

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Logo Variations

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Clear Space

24

Sizing

26

Incorrect Uses

28

10

BONNE BELL

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OVERVIEW

03.

VISUAL STYLE Color Palette

32

Typography

34

Photography Style

40

Business System

46

New Territories

50

Sources

74

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V I S U A L S TA N DA R D S G U I D E

OVERVIEW

01

Bonne Bell is a cosmetics company targeted the youth beauty market from the start. It promotes a wholesome image and a “Be fit. Look good.” philosophy.

The goal of Bonne Bell is to encourage young women to express their inner beauty as well as their outer beauty through free expression. It believes that self-expression is beautiful.

Where we’re heading to.

BONNE BELL

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OVERVIEW

NEW CONCEPTS

Visual Concepts

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V I S U A L S TA N DA R D S G U I D E

BONNE BELL

“I think women are scared of feeling powerful and strong and brave sometimes. There’s nothing wrong with being afraid. It’s not the absence of fear, it’s overcoming it and sometimes you just have to blast through and have faith.

Emma Watson British actress, model, and activist

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VISUAL CONCEPTS

Bonne Bell will go beyond creating cosmetic products, and expand on its origin of confident self-expression. We will take a holistic approach to beauty. That is, not only focus on outside beauty, but also on the deep inner beauty. We intend to create a supportive and encouraging community where authenticity is appreciated, courage of self-expression is emphasized, and confidence is learned.

During the process of new identify development, symbols, graphics and typography associated with the concept ‘leadership with grace’ were explored both conceptually and visually. Through this exploration, shapes that symbolize power and femininity were evolved into abstraction, and also expressed in typography lockups.

Leadership + Grace

V I S UA L S TA N DA R D S G U I D E

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V I S U A L S TA N DA R D S G U I D E

OVERVIEW

02

Bonne Bell is a cosmetics company targeted the youth beauty market from the start. It promotes a wholesome image and a “Be fit. Look good.� philosophy.

The goal of Bonne Bell is to encourage young women to express their inner beauty as well as their outer beauty through free expression. It believes that self-expression is beautiful.

Everything about our logo.

BONNE BELL

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OVERVIEW

LOGO STANDARDS The New Mark Logo in Black & White Logo in Color Logo Anatomy Logo Variations Clear Space Sizing Incorrect Uses

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V I S U A L S TA N DA R D G U I D E

THE NEW MARK The new mark represents the rebirth of Bonne Bell. It is a combination of meanings—a crown, a flower and a diamond.

The new mark is a combination of both a crown shape, a flower shape and a diamond. The crown and diamond represent the idea of ‘leadership’, and the flower symbolizes ‘grace’. The new mark is composed of three geometric shapes, each of them also represents one key word of the new Bonne Bell—empowered, confident and authentic. They combined, representing ‘leadership with grace’.

Those bold and simple geometric shapes also evoke a feeling of power, independence, and confidence.

+ CROWN

+ FLOWER

DIAMOND

BONNE BELL

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LOGO IN BLACK & WHITE

The new signature of Bonne Bell may appear with a background and without a background. It should be reversed when placed on a solid background so that it’s easier to see. Choose a color that will create enough contrast between the background and the different components of the signature.

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LOGO IN COLOR

The new signature may be used in colors, which are designated in the brand color palette. The signature may be in both primary and accent colors.

V I S U A L S TA N DA R D S G U I D E

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V I S U A L S TA N DA R D G U I D E

LOGO ANATOMY

Preferred Signature X

3X

X

1/6 X

4X

1.25 X

1/2X X

X = The height of the letter B

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Special Use horizontal Signature X

X 1/2X X

Logotype

BONNE BELL The original typography Bonne Bell logotype

X

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V I S U A L S TA N DA R D S G U I D E

LOGO VARIATIONS The new logo has various versions. Please follow our guidelines for proper use of our logos.

Signature 01 (Primary) • This is used when a communication is more timely.

• Materials live for a short period of time.

• When the design has limited horizontal space.

Symbol • This is used when a communication is timeless.

• Materials live for a longer period of time.

• Materials live for a permanent base.

• General corporate communications.

BONNE BELL

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Signature 02 • This is used when a communication is more timely.

• Materials live for a short period of time.

• When the design has limited vertical space.

Vertial Logotype • This can be used to sign off.

• When the design has limited horizontal space.

Horizontal Logotype • This can be used to sign off.

• When the design has limited horizontal space.

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V I S U A L S TA N DA R D S G U I D E

CLEAR SPACE Clear Space is the area surrounding the signature that must be kept free of other graphic elements. The minimum required clear space is defined by the measurement ‘x’, as shown. The measurement is equal to the height of the uppercase letters in our logotype.

X

X

1/2X X X X = The height of the letter B

BONNE BELL

X

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X

X

X

X 1/2X X X X = The height of the letter B X

X

X X X X = The height of the letter B X

X

X

X X = The height of the letter B

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V I S U A L S TA N DA R D S G U I D E

SIZING The following chart shows dimension restriction that indicates the proper use of our logo. The standard and minimum signature help to ensure that the logo reproduces with optimal legibility.

SYMBOL

LOGOTYPE

SIGNATURE

BONNE BELL

1 INCH & ABOVE

1 INCH & BELOW

HALF INCH & BELOW

0.25 INCH (MINIMUM)

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INCORRECT USES

Our brand logo is designed for specific uses to maintain consistency of the system. Improper use of or logo detracts our brand recognition. The list below is the example of incorrect use of the logo.

Please avoid any of those logo uses, and follow our standards of proper use of our logo.

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OUTLINE

INCORRECT COLOR

INCORRECT BACKGROUND

INCORRECT PLACEMENT

CROP

DISTORT

DROP SHADOW

BEVEL OR EMBOS

GRADIENT

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V I S U A L S TA N DA R D S G U I D E

OVERVIEW

03

Bonne Bell is a cosmetics company targeted the youth beauty market from the start. It promotes a wholesome image and a “Be fit. Look good.� philosophy.

The goal of Bonne Bell is to encourage young women to express their inner beauty as well as their outer beauty through free expression. It believes that self-expression is beautiful.

How we look now.

BONNE BELL

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OVERVIEW

VISUAL ST YLE

Color Palette Typography Photography Style Business System Future Extensions

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V I S U A L S TA N DA R D S G U I D E

COLOR PALETTE Bonne Bell colors are gender-neutral. The primary colors are gold and blue, which give a feeling of powerful, elegant and classic. The secondary colors are purple, green, pink and yellow, which present energetic, young, and exciting.

Primary Colors

MIGHTY GOLD

INDEPENDENT BLUE

CMYK

40/45/85/20

CMYK

60/40/20/0

RGB

138/115/61

RGB

114/139/171

PMS

105C

PMS

645C

HEX

#8A733D

HEX

#728BAA

BONNE BELL

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Secondary Colors

ELEGANT PURPLE

ENERGETIC GREEN

SOPHISTICATED PINK

CMYK

45/30/0/0

CMYK

45/0/20/0

CMYK

15/20/25/0

RGB

140/162/211

RG B

136/209/209

RGB

216/198/184

PMS

2122C

PMS

332C

PMS

4755C

HEX

#8CA2D3

HEX

#87D0D0

HEX

#D7C5B7

NATURAL BEIGE

POWERFUL GREY

PASSIONATE RED

CMYK

10/5/10/0

CMYK

45/35/40/5

CMYK

5/90/85/0

RGB

227/230/224

RGB

143/145/141

RGB

228/65/56

PMS

7541C

PMS

7538C

PMS

1788C

HEX

#E2E6E0

HEX

#8E918C

HEX

#E44137

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TYPOGRAPHY Apercu is used for headings.

It is a grotesque sans-serif typeface released in 2010 by Colophon, an independent type foundry set up by UKbased studio The Entente. The design is full of character and quirks and is easily distinguishable from other grotesques out there.

V I S U A L S TA N DA R D G U I D E

BONNE BELL

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 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 1 2 3 4 5 6 7 8 9 0 ( ~ ! @ # % ^ & * : ” < > ? | / [ } )

Apercu Bold

Apercu

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TYPOGRAPHY Proxima Nova is used for body copy and in small type such as colophon and folios.

Released in 2005, Proxima Nova is an extremely popular typeface designed by Mark Simonson. It is often described as a hybrid of Futura and Akzidenz Grotesk, combining a geometric appearance with modern proportions.

V I S U A L S TA N DA R D G U I D E

BONNE BELL

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 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 1 2 3 4 5 6 7 8 9 0 ( ~ ! @ # % ^ & * : ” < > ? | / [ } )

Proxima Nova Regular

Proxima Nova

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TYPOGRAPHY Argent CF is used for call outs.

Argent is dashing and expressive, with a pronounced xâ&#x20AC;&#x2018;height and evocative, flowing letter­forms. Featuring true italics, wide language support, a host of OpenType features, and lots of character, Argent a tribute to the past and a step into the future.

V I S U A L S TA N DA R D G U I D E

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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 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 1 2 3 4 5 6 7 8 9 0 ( ~ ! @ # % ^ & * : â&#x20AC;? < > ? | / [ } )

Argent CF Regular

Argent

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PHOTOGRAPHY STYLE

Confident Postures Close-up portraits of women that show strong personality and confidence are highly encouraged. Bonne Bell women is confident, independent, sophisticated and classic. It is also important to show diversity.

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PHOTOGRAPHY STYLE

Collaborations Photography that shows collaborations and women in professional settings are recommended to use. The new Bonne Bell goes beyond cosmetic products, it focuses on the development of women in a long run. Professional development is a crucial part in womenâ&#x20AC;&#x2122;s growth. We create a supportive environment in which encourages collaborations and cooperations.

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PHOTOGRAPHY STYLE

Abstraction Abstract images that show the nature beauty as well as the science of beauty are encouraged to use. Abstraction adds sophistication and delicacy to our brand.

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OVERVIEW

V I S U A L S TA N DA R D S G U I D E

BONNE BELL

BUSINESS SYSTEM

The business system is designed to represent a sophisticated and elegant image of the new Bonne Bell. We keep pur design simple yet polished to make sure it can be used and developed consistently with ease.

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OVERVIEW

Bonne Bell is a cosmetics company targeted the youth beauty market from the start. It promotes a wholesome image and a â&#x20AC;&#x153;Be fit. Look good.â&#x20AC;? philosophy.

The goal of Bonne Bell is to encourage young women to express their inner beauty as well as their outer beauty through free expression. It believes that self-expression is beautiful.

V I S U A L S TA N DA R D S G U I D E

BONNE BELL

OVERVIEW

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NEW TERRITORIES Bonne Bell is working on the mission of empowering young women to appreciate who they really are, embracing free self-expression, and achieving their ambitions. Our future extensions are essential to achieve our goals.

TYPE

RETAIL

TYPE

HEALTH / WELLNESS

[P]

1

Personal Care Kit

[EN] [S]

1

Health Center

[P]

2

Power Boost Fragrance

[EN] [S]

2

Bonnefit Studio

[S]

3

Facial Treatment

[EN] [EX]

3

Zen Lounge

[EN] [EX]

4

Bonne Bell Boutique

TYPE

COMMUNITY EMPOWERMENT

TYPE

ACADEMY

[S]

1

Womenâ&#x20AC;&#x2122;s Club

[ED] [EX]

1

Beauty Class

[S]

2

Women Empowerment Group

[ED]

2

Confidence Workshops

[EN] [EX]

3

Power Factory

[ED] [EN]

3

Bonne Bell Business Academy

[EN] [S]

4

Power Together

[ED]

4

Public-speaking Class

[CO]

5

Bonne Bell X NGOs

[ED] [CO]

5

The Voices X TED Talks

[S]

6

Bonne Bell Career Fair

[ED]

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The Youth Leaders

TYPE [EN] [EN] [ED]

1 2

LABORATORY

TYPE

Beauty Lab Nutrition Lab

MEDIA / PUBLIC RELATIONS

[CO]

1

Bell Talks Youtube Channel

[P]

2

Bonne Bell Magazine

BONNE BELL

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PHYSICAL

1

1

3 2

1

1

PERSONAL

4

4

2

1

2

2

SOCIAL

3 5

1

2

6

4 3 3

2 5

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MENTAL

[P] Product [S] Service [EN] Environment [EX] Experience [ED] Educational Opportunities [E] Event [CO] Co-branding Opportunities

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V I S U A L S TA N DA R D S G U I D E

[P] Product [S] Service [EN] Environment [EX] Experience [ED] Educational Opportunities [E] Event [CO] Co-branding Opportunities

RETAIL

LABORATORY

Personal Care Kit [P] Products made from natural ingredients for the skin, hair, and body, helping improve overall appearance.

Beauty Lab [EN] Bonne Bellâ&#x20AC;&#x2122;s cosmetic research lab, which takes a scientific approach towards beauty. Finding new ways to treat and prevent skin cancer.

Power Boost Fragrance [P] Fragrances that combine science and artistry, designed to help improve confidence, rethink about the relationships between body and sense.

Facial Treatment [S] Professional Facial Therapist will offer a series of unique treatments to balance, stimulate and intensely nourish the skin through touch, helping to restore calm to the skin.

Nutrition Lab [EN] [ED] A place where studies nutrition and health. It also offers learning opportunities to people about how to eat healthy and keep a balanced life.

Bonne Bell Boutique [EN] [EX] It offers skin, hair and body care formulations created with great attention to detail, and the finest quality.

COMMUNITY EMPOWERMENT

HEALTH & WELLNESS

Womenâ&#x20AC;&#x2122;s Club [S] Where women can share and exchange stories, experience, and resources.

Health Center [EN] [S] A place that gives preventive health care and medical treatment to women.

Women Empowerment Group [S] A way of connecting women to various community resources, help, enhance, and build relationships.

Bonnefit Club [EN] [S] A place where offers coach on improving body shape, how to use equipment, and a series of fitness class.

Power Factory [EN] [EX] It provides various activities to help build confidence and power.

Zen Lounge [EN] [EX] A place where offers guidance on how to release stress, how to keep inner peace through meditation, and how to maintain inner strength.

Power Together [EN] [S] It is a co-working space where people share and exchange ideas, collaborate on projects, or just relax and meet friends.

Bonne Bell X NGOs [CO] Buy one donate one to support women. Co-branding with NGOs that support women development. When Bonne Bell sell one physical product, the same product will be donate to NGOs.

BONNE BELL

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ACADEMY

MEDIA / PUBLIC RELATIONS

Beauty Class [ED] [EX] Classes that teach people know how to take care of their skins, and choose the right beauty products.

Bell Talks Youtube Channel [CO] A channel that showcases behind the scene story of Bonne Bell.

Confidence Workshops [ED] A bi-weekly workshop that teaches how to acquire and improve self-confidence.

Bonne Bell Magazine [P] A monthly publication that covers stories that empower women. The Powerwomen celebrates modern women of style and purpose. It offers a fresh and intelligent perspective on modern womenâ&#x20AC;&#x201D;the way women actually look, think and act. Featuring true stories, it showcases inspirational women through its distinctive combination of glamour, personality and warmth. These qualities are also at the heart of its website, powertogether.com, a virtual place where real women, real events and real things are enjoyed.

Bonne Bell Business Academy [ED] [EN] A place that offers MBA program, and other business related classes to women.

Public-speaking Classes [ED] A series of classes that help women get the confident voice and the ability to express themselves.

The Voices X TED Talks [EN] [CO] It presents a number of local VOICES events around the world, culminating in the annual global VOICES gathering in December every year for the big thinkers, entrepreneurs and inspiring people who are shaping the wider world.

Bonne Bell Career Fair [S] It offers professional networking events, connecting women to the current job market, helping them achieve their professional goals. hiring opportunities.

The Youth Leaders [ED] An educational program that offers classes and trainings to promising youth, aiming at nurturing the nextgeneration leaders.

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[EN] [EX] Retail

V I S U A L S TA N DA R D S G U I D E

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BONNE BELL BOUTIQUE It takes a meticulous approach to the products as well as the design.

Bonne Bell Boutique offers skin, hair and body care formulations created with great attention to detail, and the finest quality.

Our objective has always been to encourage people to appeaciate their nature beauty. Thus we investigate widely to source plant-based and laboratory-made ingredients, and use only those with a proven record of safety and efficacy. In each of our unique stores, informed consultants are pleased to introduce the Bonne Bell personal care range and to guide your selections.

Just as meticulous research is integral to the formulation of each product, our utilitarian containers are created with utmost care to ensure they function with ease and are pleasing to our eyes.

BONNE BELL

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[EN] [EX] COMMUNITY EMPOWERMENT

V I S U A L S TA N DA R D S G U I D E

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POWER FACTORY It designs inspiring environments and experiences that bring people together and provoke empowerment, inspirations, and imagination.

Power Factory is a the place where confident and power are transformed into real life experiences. It is a place where gives you the freedom to scream, destroy, and regain the power. Our mission is to design environments that bring people together and provoke imagination.

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[EN] [S] COMMUNITY EMPOWERMENT

V I S U A L S TA N DA R D S G U I D E

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POWER TOGETHER It reintroduces face-to-face collaboration, inspiration, and creativity into our global network of working spaces every day.

The nature of work is changing. Innovation, productivity now require not just coffee, but also yoga, not just printers, but also art installations.

At Power Together, we believe in collaboration rather than competition. It is a co-working space where people share and exchange ideas, collaborate on projects, or just relax and meet friends.

Amenities

Events

Super-fast Internet

Lunch and Learn

Spacious, unique common areas

Networking Events

Business-class printers

Office Wellness

Free refreshments Onsite staff Private phone booths

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[EN] LABORATORY

V I S U A L S TA N DA R D S G U I D E

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THE BEAUTY LAB It shows how contemporary technology marries with longestablished scientific practices.

The Beauty Laboratory maintains an independent approach to product research and development. Our team of skilled chemical scientists works at our custom-built laboratory­â&#x20AC;&#x201D; conceptualizing product ideas, researching blends, and creating prototypes.

It is a place where innovation meets tradition. We launch new products only in response to genuine needs expressed by our clients, and only after extensive research delivers formulations of the highest quality and efficacy.

We also offer lab tour to our customers, so that they can learn how our products are made with out great attention to details.

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[EN] [S] Health/Wellness

V I S U A L S TA N DA R D S G U I D E

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BONNEFIT STUDIO It is a place that inspires people to perform with fine amenities that keep them at their peak.

At Bonne Bell’s fitness studio, we offer unrivaled fitness classes, unparalleled personal training. It is a place that inspires people to perform with fine amenities that keep them at their peak. It’s not fitness. It’s life.

Behind every trainer is an unparalleled training program clinically proven to deliver real results. Every trainer undergoes a rigorous, science-backed education through the Bonne Bell Fitness Training Institute, our elite program guided by the esteemed experts on our Health Advisory Board. Through your trainer steadily evolves in expertise, so you get results and get to the top—together.

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[EN] [EX] Health/Wellness

V I S U A L S TA N DA R D S G U I D E

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ZEN LOUNGE It provides a place for people from all walks of life to practice Zen Buddhism.

Our doors are open to people from all spiritual traditions and walks of life who would like to directly experience, and gain insight into, their true nature.

We offer a regular daily practice schedule, introductory courses, silent meditation retreats (sesshin) ranging from 2 to 7 days, and two intensive training periods a year.

Meditation is a great way to keep the inner peace and gain strength and power.

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[ED] [EN] Academy

V I S U A L S TA N DA R D S G U I D E

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BONNE BELL BUSINESS ACADEMY It equips participants with the instincts of an entrepreneur, a vision that transcends borders, and a desire to challenge the status quo.

The world is changing but most business schools are not. Bonne Bell Business Academy is differentâ&#x20AC;&#x201D;through learning by doing, our programs will equip you with the instincts of an entrepreneur, a vision that transcends borders, and a desire to challenge the status quo. Our Business Academy offers full-time Global One-Year MBA, part-time Executive MBA, which are a highly customized and practical program designed for experienced professionals who want to build a global career.

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[ED] [CO] Academy

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THE VOICES

X

TED TALKS

It is the place where the community comes together to exchange ideas and opinions on the most important topics facing women today.

Throughout the year, Bonne Bell partners with TED Talks, the organization behind the widely popular talks about big ideas. Bonne Bell Voices presents a number of local Voices events around the world, culminating in the annual global Voices gathering in December every year for the big thinkers, entrepreneurs and inspiring people who are shaping the wider world.

The Voices platform also hosts discussions across a wide range of issues facing the community, from professional development and the life-work balance to untapped opportunities in technology, business and philanthropy.

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[ED] Academy

V I S U A L S TA N DA R D S G U I D E

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THE YOUTH LEADERS It motives and nurtures youth to become future leaders by providing ways for youth to lead and channel this motivation into effective community change.

Through youth led action research, this youth empowerment program help our youth leaders investigate community challenges, and potential solutions. They learn how to develop a campaign and build a network of community members to educate others and create policy change.

By actively learning about the problems in society and working to make change, our young leaders strengthen themselves and their communities. We believe cultivating engaged and dynamic young people today will lead to a more equitable and sustainable society tomorrow.

BONNE BELL

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OVERVIEW “We must not allow other

people’s limited perceptions to define us.”

Virginia Satir American Author and Therapist

Bonne Bell is a cosmetics company targeted the youth beauty market from the start. It promotes a wholesome image and a “Be fit. Look good.” philosophy.

The goal of Bonne Bell is to encourage young women to express their inner beauty as well as their outer beauty through free expression. It believes that self-expression is beautiful.

BONNE BELL

OVERVIEW

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V I S U A L S TA N DA R D S G U I D E

SOURCES

CONTENTS http://www.harpersbazaar.com/culture/features/a4056/empowering-female-quotes https://medium.com/athena-talks/200-women-empowerment-quotes-db5dd798c194 https://www.entrepreneur.com https://www.typewolf.com/site-of-the-day http://www.marieclaire.co.uk/life/the-28-most-empowering-quotes-from-women-who-kickass-121574

BONNE BELL

PHOTOGRAPHY unsplash.com flickr.com PHOTOGRAPHER Aarob Blance Tejedor Brendan Church Coral Ava Geraldine Lewa John Cobb Matt Artz Olu Eletu Ralph Evans Samuel Zeller

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DESIGN Jing (Elise) Fang elisefang415@gmail.com TY P O G R A P HY Apercu Argent P r ox i m a No v a INSTRUCTOR Hunter Wimmer GR604 Nature of Identity 2017 Fall

All rights reserved. No part of this publication can be reproduced, stored in a retrieval system or transmitted, in any form or by any means, electronic, mechanical, photocopy, recording, or otherwise, without the written permission of Bonne Bell.

BONNE BELL

OVERVIEW

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OVERVIEW

Bonne Bell is a cosmetics company targeted the youth beauty market from the start. It promotes a wholesome image and a â&#x20AC;&#x153;Be fit. Look good.â&#x20AC;? philosophy.

The goal of Bonne Bell is to encourage young women to express their inner beauty as well as their outer beauty through free expression. It believes that self-expression is beautiful.

V I S U A L S TA N DA R D S G U I D E