MARY KAY
VISUAL STANDARDS GUIDE
VISUAL STANDARDS GUIDE
03_
MARY KAY
VISUAL STANDARDS GUIDE
VISUAL STANDARDS GUIDE
03_
“
NEVER GIVE UP, BECAUSE YOU NEVER KNOW IF THE NEXT TRY IS GOING TO BE THE ONE THAT WORKS. Mary Kay Ash
”
MARY KAY
VISUAL STANDARDS GUIDE
VISUAL STANDARDS GUIDE
MARY KAY
THE TABLE OF CONTENTS
02
01
NEW LOOK
NEW DEMEANOR 01. 001
The New Logo
08
02. 001
Color Palette
24
01. 002
Logo Components
10
02. 002
Typographic Standards
26
01. 003
Logo Anatomy
12
02. 003
Corporate business
30
01. 004
Clear Space
14
01. 005
Logo Versions
16
01. 006
Dimension Restrictions 18
01. 007
Incorrect Uses
20
03 OUR FUTURE
03. 001
Extension Chart
36
03. 002
Extension Description
38
03. 003
Professional Training
42
03. 004
Support & Community
52
03. 005
Health
62
MARY KAY
VISUAL STANDARDS GUIDE
01_ NEW DEMEANOR 01. 001
The New Logo
01. 002
Logo Components
01. 003
Logo Anatomy
01. 004
Clear Space
01. 005
Logo Versions
01. 006
Dimension Restrictions
01. 007
Incorrect Uses
07
NEW DEMEANOR // THE NEW LOGO
THE NEW LOGO 01. 001
This the final version of new Mary Kay's logo Mark. The chess queen is known as the most powerful pieces in chess even stronger than king. New Mary Kay want to empower young women to be confifdent and engaging individuals to rule their life and future. That's why chess queen is such an appropriate choice to represent Mary Kay's renewed identity. The MK symbol is constructed from the golden ratio. The symbol is graphically simple so it will function in all media: electronic, print, on-screen and display. The design works in both large and small scales..
MK
+
+
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VISUAL STANDARDS GUIDE
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NEW DEMEANOR // LOGO COMPOMENTS
LOGO COMPONENTS 01. 002
Mary Kay logo consist of three components which are the symbol and wordmark. The crown and chess queen are represent the spirit of the brand to empower young women to be confifdent and engaging individuals to rule their life and future. There are three official signature configurations for the Mary Kay logo: Signage and wordmark and symbol. The signage format should be used most often. Except in special circumstances described elsewhere in this manual.
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VISUAL STANDARDS GUIDE
11
WORDMARK
+
+
SIGNATURE
SYMBOL
MK
NEW DEMEANOR // LOGO ANATOMY
LOGO ANATOMY 01. 003
Mary Kay visual identity program is more than a symbol. It is a combination of M and K together, to bring the feminine, elegant, professional and Mary Kay spirit to life. The MK symbol is constructed from the golden ratio. It's simple geometric shapes will function in all media: electronic, print, on-screen and display.
MARY KAY
VISUAL STANDARDS GUIDE
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4x
0.5x 0.75x
0.5x
0.5x 0.75x x
NEW DEMEANOR // CLEAR SPACE
CLEAR SPACE 01. 004
The minimum clear area is shown below. This area is designated as being equal to the width of the letter ‘M’ in the logotype. It should never be intersected or intruded upon by any other graphic object or edge. Nor should it be enclosed in a shape. Maintain this clear space in all uses to give the signature the proper “breathing room” to visually stand out.
SYMBOL
8X
4X
7X 0.75X
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VISUAL STANDARDS GUIDE
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SIGNATURE
8X
5.25X
WORDMARK
7X 0.75X
NEW DEMEANOR // LOGO VERSIONS
LOGO VERSIONS 01. 005
When it appear on different color background it should have different version of our logo. Here is 3 examples to show the new logo on the light background, dark background and color background.
MARY KAY
VISUAL STANDARDS GUIDE
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SIGNATURE WITH BACKGROUND
SYMBOL WITH BACKGROUND
WORDMARK WITH BACKGROUND
NEW DEMEANOR // DIMENSION RESTRICTIONS
DIMENSION RESTRICTIONS 01. 006
We have thought for different uses of the mark. We follow the diagram to determine which mark to use in different mediums or different sizes of work depending width and length requirements. To ensure Mary Kay logo is clear and recognizable, some reduction restrictions are established. Each version has its own minimum size limitation.
VISUAL STANDARDS GUIDE
MARY KAY
19
HEIGHT 1M
10 IN
1 IN
SIGNAGE
SYMBOL
WORDMARK
NEW DEMEANOR // INCORRECT USES
INCORRECT USES 01. 007
The way the signature is displayed must be given careful attention. Shown below are examples of incorrect or unacceptable uses of the Mary Kay mark, logotype and signature. In this section, there are presented examples of “not to do�. Before applying the logo on any visual material, these examples must be taken into consideration.
001. Stretch 002. Use other typefaces in the signature 003. Apply effects like drop 004. Outline the logomark (or logotype). 005. Combine the logo mark and logotype. 006. Use a shape to tightly surround or enclose the symbol. 007. Rotate the logo. 008. Use old the logo. 009. Use unapproved color variations
VISUAL STANDARDS GUIDE
MARY KAY
001
002.
003. 21
MARY KAY 004
005
006
007
008
009
MARY KAY
VISUAL STANDARDS GUIDE
02 NEW LOOK 002. 01
Color Palette
002. 02
Typographic Standards
002. 03
Corporate Business
NEW LOOK // COLOR PALETTE
COLOR PALETTE 02. 001
We chose gold color as our primary colors, I want use the gold color to represent Mary Kay's sprit and also represent the feeling of professional, successful and powerful. Consistent color usage ensures maximum brand recognition. The five colors are the foundation of the brand and should always be used properly to reinforce brand equity.
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VISUAL STANDARDS GUIDE
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PROMARY COLOR
Wealthy Gold # c6a25e C: 24 M: 35 Y: 74 K: 0 R:199 G: 162 B: 95
Independent Ash # 424245 C: 77 M: 71 Y: 66 K: 32 R:35 G: 31 B: 32
Powerful Black # 221f1f C: 82 M: 80 Y: 77 K: 61 R:35 G: 25 B: 22
SECONDARY COLOR
Energy Red # f05555 C: 0 M: 82 Y: 64 K: 0 R:59 G: 60 B: 34
Soft Blue # d5ebde C: 16 M: 0 Y: 15 K: 0 R:213 G: 235 B: 222
Elegent Pink # efcfb6 C: 5 M: 29 Y: 27 K: 0 R:239 G: 207 B: 182
Sky Blue # eff8f7 C: 5 M: 0 Y: 2 K: 0 R:239 G: 248 B: 247
NEW LOOK // TYPOGRAPHIC STANDARDS
TYPOGRAPHIC STANDARDS 02. 001
TYPEFACE 01_
ROBOTO
Roboto has a dual nature. It has a mechanical skeleton and the forms are largely geometric. At the same time, the font features friendly and open curves. While some grotesks distort their letterforms to force a rigid rhythm, Roboto doesn’t compromise, allowing letters to be settled into their natural width. This makes for a more natural reading rhythm more commonly found in humanist and serif types.
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VISUAL STANDARDS GUIDE
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Roboto ABCDEFGHIJKLMNO PQRSTUVWXZ 0123456789 LIGHT ABCDEFGHIJKLMNO PQRSTUVWXZ 0123456789
Regular ABCDEFGHIJKLMNO PQRSTUVWXZ 0123456789
Bold ABCDEFGHIJKLMNO PQRSTUVWXZ 0123456789
NEW LOOK // TYPOGRAPHIC STANDARDS
TYPEFACE 02_
PLAYFAIR DISPLAY Playfair is a transitional design. From the time of enlightenment in the late 18th century, the broad nib quills were replaced by pointed steel pens. This influenced typographical letterforms to become increasingly detached from the written ones. Developments in printing technology, ink, and paper making, made it possible to print letterforms of high contrast and delicate hairlines.
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VISUAL STANDARDS GUIDE
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Playfair Display ABCDEFGHIJKLM NOPQRSTUVWXZ 0123456789 Italic ABCDEFGHIJKLMNO PQRSTUVWXZ 0123456789
Regular ABCDEFGHIJKLMNO PQRSTUVW XZ 0123456789
Bold ABCDEFGHIJKLMNO PQRSTUVWXZ 0123456789
NEW LOOK // CORPORATE BUSINESS
CORPORATE BUSINESS 02. 003
The business system for Mary Kay is meant to be an introduction to the brand’s identity. Colors on the mark and logotype system will be changed depending on what section of brand is being represented.
MARY KAY
VISUAL STANDARDS GUIDE
NEW LOOK // CORPORATE BUSINESS
CORPORATE BUSINESS 02. 003
The business system for Mary Kay is meant to be an introduction to the brand’s identity. Colors on the mark and logotype system will be changed depending on what section of brand is being represented.
MARY KAY
VISUAL STANDARDS GUIDE
03_ OUR FUTURE 03. 001
Extension Chart
03. 002
Extension Description
03. 003
Professional Education
03. 004
Support Community
03. 005
Health
MARY KAY
VISUAL STANDARDS GUIDE
OUR FUTURE // EXTENSION CHART
EXTENSION CHART 03. 001
CONFIDENCE
29
05
03 12
24 06
26
07 10 08 15 09 21 18 20
27 01 22 04 20 16
02
13 11 17
23 28
BEAUTY
30
14 19
EMPOWER
MARY KAY
VISUAL STANDARDS GUIDE
For the rebrand strategy, we carry the brand original soul that is empower young women to be confident and engaging individuals to achieve their dream and lead the world. Mary Kay now is help women get into a successful business life.
PROFESSIONAL EDUCATION
SOCIAL EDUCATION
07 Business Institute
01 Self defense program
08 Financial Engineering Program
05 Social Etiquette Class
09 Management Class
06 Professional Makeup Class
10 MBA Program
22 Artistic Accomplishments
FINANCIAL & BUSINESS
SUPPORT COMMUNITY
04 Women Job Finding Sites
15 Workshop
13 Financial Service
16 Business Woman Community
14 Personal Financial Management
17 Meet Up Space
19 Smart Device
18 Successful Women Lecture
20 Time Management App
25 Social Connecting App
21 Personal Assistant App 29 Leadership Magazine
PRODUCT + SERVICE 02 Make-up Collection
HEALTH
11 Women Help Center
03 Women Fitness Center
23 Beauty Center
12 Health and Healing Center
26 Fertility Center
24 Nutrition Therapy
27 Relationship Counseling
30 Energy Supplement
28 Fashion Line
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OUR FUTURE // EXTENSION DESCRIPTION
EXTENSION DESCRIPTION 03. 002
PROFESSIONAL TRAINING
HEALTH
07 Business Leadership Institute
03 Women’s Fitness Center
Mary Kay leadership is one of the world’s leading producers of new ideas and knowledge in all areas of business.
Perfect place where women can not only get their body in perfect shape, but also can acquire fitness to face all challenges.
08 Financial Engineering Program
12 Health and Healing Center
The Financial Engineering Program at Mary Kay provides full-time training in the application of engineering methodologies and quantitative methods to finance.
The Health and Healing Center can solve all the mental and physical problems women they may get from their work and life.
09 Management Class
Mary Kay’s Nutrition Therapy Center can keep women feeling better physically and emotionally. A wide variety of health problems can be supported using nutrition therapy for problems like hormonal imbalance, digestive complaints, fatigue and stress. We will teach women how nutrition can benefit their health. We will also provide cooking classes that can also benefit their family.
This class is designed for people who need to improve their management skills in their career.
10 MBA Program The part-time Mary Kay MBA Program is about leadership, fresh thinking, positive impact, and an incredibly talented, diverse and collaborative.
24 Nutrition Therapy Center
30 Energy Supplement Women have to face a lot of challenges every day, Mary Kay’s energy supplement can provide vitamins, nutrients and energy for women’s daily needs.
MARY KAY
VISUAL STANDARDS GUIDE
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SOCIAL EDUCATION
SUPPORT COMMUNITY
01 Self Defense Program
17 Meet Up Space
It is not like a normal fitness center. At the Mary Kay fitness center, you learn about self defense. We offer boxing, gun training and so on.
Perfect place where women can hold their meetings, events, and workshops. We offer high tech meeting rooms to suit all your needs for your meetings.
05 Social Etiquette Classes Mary Kay provides classes to help women build social and professional etiquette skills to face to any challenges in their future work life.
15 Workshop
06 Professional Makeup Class
16 Business Women Community
Mary Kay Professional Makeup class teaches women about the most appropriate makeup to fit every situation. In Mary Kay’s Make-up class we will use our best natural cosmetics product line.
We provide services and programs to support and accelerate women’s business ownership and strengthen the impact of women on the economy by creating jobs, fueling economic growth, and building strong communities.
22 Artistic Accomplishments A class teaching women about art appreciation to improve their artistic accomplishment.
Mary Kay workshop helps women prepare for every moment they will face in the business world.
18 Successful Women Lectures Mary Kay lectures span a wide range of business topics from successful women, including: economics, management, finance, marketing, technology, personal development—and all provide essential material to color and add to their business skills and knowledge.
25 Social Connection App The Mary Kay Social Connection App that can empower women to connect with investors, business partners and competitors around world.
OUR FUTURE // EXTENSION DESCRIPTION
MARY KAY
VISUAL STANDARDS GUIDE
FINANCE & BUSINESS
PRODUCTS + SERVICES
04 Women’s Job Finding Platform
02 Make-up Collection
A Mary Kay Job Finding Platform that helps women find their dream job and lets them build their business career.
A new Mary Kay Make-up line that provide all natural and healthy cosmetic products to help women build their professional look.
13 Financial Service
11 Business Women Help Center
The Mary Kay Financial Service will be the most helpful service for women in business; we provide loans and an entrepreneur foundation in our service.
Business women always need to face how to balance their life and work. Mary Kay’s Help Center will help business women to organized their life. We provide child care, house cleaning and cooking services for business moms.
14 Personal Financial Management Mary Kay’s personal financial management helps women manage their financial and help them solve their finance problems to achieve their personal goals.
19 Smartwatch A Smartwatch that helps women solve problems and manage their daily life efficiently.
20 Time Management App Women find it difficult to manage all their tasks, to work with to-do lists and to organize goals. Mary Kay’s task management system helps women to target what they should be focusing on to reach their objectives.
21 Personal Assistant Service App The Mary Kay Professional Assistant Service App will be the most helpful for women’s businesses. It is just like your assistant. It runs with voice controls and can do everything that assistance can do.
29 Leadership Inspiration Magazine Mary Kay’s leadership inspiration magazine brings information and stories to inspire women.
23 Beauty Center Mary Kay’s Beauty Center provides all products and services that women need, such as beauty products, clothing, jewelry, shoes hairdressing, skin care and so on. Our beauty center will co brand with top global brands and world top brans such as Chanel, Gucci, Hermes.
26 Fertility Center Be able to support the pregnancy period is important for a women. Mary Kay’s Fertility Center offers family planning services and take care service during pregnancy.
27 Relationship Counseling Maintaining relationships between work, life and family is not alway easy. Mary Kay’s relationship counseling can help women balance their personal life and work..
28 Fashion Line for Business Women How people look matters for business opportunities. Mary Kay’s Fashion Line to helps women create a professional fashion image to improve their impression and gain more opportunities.
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PROFESSIONAL EDUCATION 03. 003
MARY KAY
VISUAL STANDARDS GUIDE
OUR FUTURE // PROFESSIONAL EDUCATION
BUSINESS LEADERSHIP INSTITUTES 03. 003_01
At Mary Kay Business Leadership Institute, we provide professional education in business for women, We educate professional women in the areas of leadership - which includes the distinction of having ten of its faculty members access the Forbes in Economics over the past 10 years. The school offers outstanding management education including leadership training, management classes and an MBA Program. Our school’s mission is “ to give women the weapon to rule the future.”
MARY KAY
VISUAL STANDARDS GUIDE
OUR FUTURE // PROFESSIONAL EDUCATION
FINANCIAL ENGINEERING PROGRAM 03. 003_02
From the Mary Kay Financial Engineering Program you can gain specialized knowledge and lifelong networks to advance in diverse careers. Financial Engineering is a multidisciplinary field involving financial theory, the methods of engineering, the tools of mathematics and the practice of programming. The Financial Engineering Program at Mary Kay provides full-time training in the application of engineering methodologies and quantitative methods to finance.
MARY KAY
VISUAL STANDARDS GUIDE
OUR FUTURE // PROFESSIONAL EDUCATION
MARY KAY
MANAGEMENT CLASS 03. 003_03
Mary Kay Management Class provides accessible, relevant and cost-effective management training, Mary Kay education is anchored in the fundamentals of general management, including the latest theories of and best practices in business – from accounting and finance to marketing and strategy. You learn to lead and manage an enterprise as a whole.
VISUAL STANDARDS GUIDE
OUR FUTURE // PROFESSIONAL EDUCATION
MBA PROGRAM 03. 003_04
The Mary Kay MBA Program is a business education that can be a valuable investment in women‘s futures. The goal of the Mary Kay MBA Program is to develop you as an innovative leader. And a unique aspect of the Mary Kay MBA innovative leadership approach is the conscious use of Mary Kay culture to shape how and what you learn.
MARY KAY
VISUAL STANDARDS GUIDE
SUPPORT AND COMMUNITY 03. 004
MARY KAY
VISUAL STANDARDS GUIDE
OUR FUTURE // SUPPORT & COMMUNITY
MEET UP SPACE 03. 004_01
Mary Kay Meet Up Space provides a perfect atmosphere and collaborative environment that offers events to Connect business women together. A perfect place where women can hold their meetings, events and workshops. We offer high tech, comfort and a friendly meeting environment.
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VISUAL STANDARDS GUIDE
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OUR FUTURE // SUPPORT & COMMUNITY
BUSINESS WOMEN COMMUNITY 03. 004_02
Mary Kay Business Women’s Community believes that a strong group of supportive women are vital to creating business success.
The Mary Kay Business Women’s Community brings together successful women who want to have an impact on the women and girls in their community. We promote services, innovation, entrepreneurship, leadership and inventive opportunities for girls and young women. We also provide programs to support and accelerate women’s business ownership and strengthen the impact of women on the economy by creating jobs, fueling economic growth, and building strong communities.
MARY KAY
VISUAL STANDARDS GUIDE
OUR FUTURE // SUPPORT & COMMUNITY
SUCCESSFUL WOMEN LECTURE 03. 004_03
Mary Kay Successful Women Lectures share accomplishments and inspire others to reach new heights. Mary Kay lectures span a wide range of business topics from successful women, including: economics, management, finance, marketing, technology, personal development—and all provide essential material to color and add to their business skills and knowledge.
MARY KAY
VISUAL STANDARDS GUIDE
MARY KAY
VISUAL STANDARDS GUIDE
SOCIAL CONNECTION APP 03. 004_03
Mary Kay Social Connection App is dedicated to inspiring women in business careers. It connects women around the world with one another. The Mary Kay Social Connecting App that can Empower women to connect with investors, Business partners and competitors around world.
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HEALTH 03. 005
MARY KAY
VISUAL STANDARDS GUIDE
OUR FUTURE // HEALTH
WOMEN FITNESS CENTER 03. 004_03
Mary Kay Women’s Fitness Center helps a women become stronger, healthier, more confident and relaxed. Mary Kay Women’s Fitness Center provide a perfect place where women can not only get their body in perfect shape, but also can get fit to face all challenges. We will help women achieve the results they want, and we do this in an atmosphere that’s comfortable and fun. No cavernous, impersonal space here; our gym is built like a home, with separate spaces for different activities, and photos of our members on the walls.
MARY KAY
VISUAL STANDARDS GUIDE
OUR FUTURE // HEALTH
ENERGY SUPPLEMENT 03. 004_03
Women have to faces a lot challenges every day. Mary Kay’s energy supplement can provide vitamins, nutrients and energy for women’s daily needs. A complete vitamin and mineral supplement, with ideal levels of every nutrient, all in the body’s preferred forms. Also contains an anti-oxidant complex, with I-cysteine, zinc, green tea, grape seed, alpha lipoic acid, vitamin A, C, E, selenium, etc.
MARY KAY
VISUAL STANDARDS GUIDE
OUR FUTURE // HEALTH
MARY KAY
VISUAL STANDARDS GUIDE
NUTRITION THERAPY CENTER 03. 004_03
Mary Kay Nutrition Therapy Center helps women to fit for their lifestyle and meet their health needs and goals. Mary Kay’s Nutrition Therapy Center can keep women feel better physically and emotionally. A wide variety of health problems can be treated using nutrition therapy to address hormonal imbalance, digestive complaints, fatigue and stress. We will teach women how proper nutrition can benefit their health. We will also provide cooking classes that can also benefit their family.
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Copyright Š 2016 Jing Ge gejing89109@gmail.com This book is non-commercial project for education purposes and is not intented to represent the Gourmet brand. Design //Jing Ge Class // Nature of Identity Professor // Hunter Wimmer Photography // Stefan & Janni, Lals Stock Viktor Hanacek, Matt Erickson, Eve Farb, Roman Trofimiuk All right reserved. No part of the publication may be reproduced, stored in a retrieval or transmitted, in any form or by any means electronic, mechanical, photocopy, recording or otherwise, without the written permission of Jing Ge.
MARY KAY
VISUAL STANDARDS GUIDE