Pond's visual standard guide

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Hi, there.

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CONTENTS

01 / New Concept

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Visual Concept

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The new mark

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Logo In Black & White

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Logo In Color

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02 / Logo Standard

03 / Visual Style

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Logo Anatomy

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Business System

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Logo Variations

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Brand Chart

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Clear Space

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Brand Extension

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Sizing

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Incorrect Uses

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Color Palette

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Typography

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01 / New Concept 08

Visual Concept

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The new mark

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Logo In Black & White

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Logo In Color

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Visual Concept In the future extension, Pond’s will not only focus on skin care products. Instead, we will entirely utilize out high-end scientific technology to bring people possibilities. So on logo design, it emphasize science, but keep nature and beauty as well.

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New Mark The new logo start with initial cap “P” which represent Pond’s. The “P” is separated to two part, the top part keep the geometric shape, which can convey the feeling of science, and the stem is created from a leaf that symbolize nature and beauty.

P Cap “P”

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+

+ Scientific

Nature

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Logo In Black & White The new logo 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.

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02 / Logo Standard 18

Logo Anatomy

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Logo Variations

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Clear Space

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Sizing

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Incorrect Uses

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Color Palette

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Typography

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Logo Anatomy The logo symbol keeps the rules and makes all the details perfect.

Use circle to make the curve more smooth, and make sure every angle is the same.

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Logo Variations The new logo has various versions that are suited to different environments and situations.

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Signature (primary)

Symbol (secondary)

Logotype (tertiary)

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Clear Space For ultimate visibility and impact, it’s important to retain a designated “clear space” around the signature. The minimum clear area is shown on the next page. Maintain this clear space in all uses to give the signature the proper “breathing room”.

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21 x

1.5 x

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Logo Size Chart 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

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1 Inch & Above

1 Inch & Below

Half Inch & Below

0.25 Inch (minimum)

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Incorrect Uses 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

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Incorrect Color

Distort

Drop Shadow

Gradient Color

Rotate

Crop

Texture

Outline

Incorrect Position

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Color Palette Color is the predominate element of identification and associate with brand. The color standard is based on Pond’s soul and mission statement—using science to bring people wellness and beauty. The two main color is represent science and nature.

Primary Color

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PMS

174-5 U

CMYK

50/38/30/0

RGB

136/146/161

Hex

8892a1

PMS

162-16 U

CMYK

35/0/100/60

RGB

85/105/15

Hex

546b0f

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PMS

94-10 U

PMS

78-3 U

CMYK

46/60/0/20

CMYK

25/40/20/0

RGB

120/95/145

RGB

215/155/150

Hex

785d93

Hex

d79c96

PMS

12-7 U

CMYK

0/25/85/40

RGB

160/130/35

Hex

a17f23

PMS

173-3 U

CMYK

40/35/30/0

RGB

160/158/167

Hex

9f9ea7

Secondary Color

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Typography The brand typography represents its personality and creates a clear visual hierarchy to convey the message and communicate with our target audiences.

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Lora Lora is use for heading.

Lora regular / Lora Italic / Lora Bold / Lora Bold Italic

The overall typographic voice of Lora perfectly conveys the mood of a modern-day story, or an art essay. Technically Lora is optimized for screen appearance, and works equally well in print.

Roboto Roboto is for bodytype and small type like colophon and captions.

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.

Roboto Light / Roboto Light Italic Roboto regular / Roboto Italic / Roboto Bold / Roboto Bold Italic Roboto Condensed Light / Roboto Condensed Light Italic Roboto Condensed regular / Roboto Condensed Italic Roboto Condensed Bold / Roboto Condensed Bold Italic

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03 / Visual Style 34

Business System

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Brand Chart

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Brand Extension

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Business System The business system is designed to represent high-end and quality of new Pond’s. All items are in same system and communicate to customer with our own design language.

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Brand Chart The mission of Pond’s is help people to build up the beauty, so new Pond’s is help people to build mental and physical beauty.

Products (PR)

Environments (EN)

•PR 01 Personalized Skincare

•EN 01 Scientific Museum

•PR 02 Herbal Energy

•EN 02 Scientific Lab

•PR 03 Exclusive Mark

•EN 03 Botanical Garden

Experiences (EX)

Events (EV)

•EX 01 Beauty Sharing Web

•EV 01 Scientific Awards

•EX 02 Eco Protector

•EV 02 Marathon •EV 03 Green Charity Foundation

Services (SE) •SE 01 Youth Ever Institute

•ED 01 Yoga Club

•SE 02 Healthy Station

•ED 02 Skin Care Channel

•SE 03 Pond’s Magazine •SE 04 Your Farm •SE 05 City Shared Bike

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Education (ED)

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EN 01 EN 02

EN 03

ED 02

PR 01 PR 02

SE 05

Mental

SE 04

Physical

PR 03 EX 02 EV 01

SE 03 EV 03

ED 01

SE 01 SE 02

EV 02 EX 01

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Brand Extension

Scientific Museum Introduction/ A museum of science and tech.

Description/ This museum is open to all age range. It contains science about plants, animals and human. Also here exhibits different advanced tech equipment. People can enjoy interactive entertainment and learn knowledge as well.

Mission focus/ The scientific museum reinforce our mission of science by providing an scientific learning environment.

Differentiate/ Like every scientific museum did, Pond’s has the technology and science part in the museum, what Pond’s museum specialty is we can show people how we products are made and those equipment we use.

Similar to/ California academy of sciences 40

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Beauty Sharing Web

Marathon

Introduction/

Introduction/

Provide people a platform to share their experience on beauty or

Marathon for scientists.

keeping wellness.

Description/

Description/

Since scientist normally pay too much attention on their project,

Based on Pond’s extension, we have a lot of products and

their healthy issue is a part we can’t ignore. This marathon is to

services, there needs to be a place for people to share their user

encourage scientists strengthen their body.

experiences and also to get information of our brand.

Mission focus/

Mission focus/

The marathon reinforce our mission of science and beauty by

The beauty sharing web reinforce our mission of beauty by prov-

encouraging scientist to build their healthy body.

ing a platform to people gain their knowledge on beauty.

Differentiate/ This is for Pond’s Products ad service only, we can also get feedback form here.

Differentiate/ This Marathon is only for scientists.

Similar to/ Life123

Similar to/ Temptalia

Scientific Lab

Green charity foundation

Introduction/

Introduction/

A lab take charge of scientific research and analysis.

Pond’s will dedicate this charity fund on environment.

Description/

Description/

This lab is mainly focus on develop new products and technol-

In Pond’s any forms of store, there is an optional charity when

ogy, also cultivate more scientists for us. Since new Pond’s future

customer pay their bill. The fund will use on build green earth, for

needs a robust technique support, a scientific lab is close connect

instance, plant trees, marine environment and animal rescue.

to future development.

Mission focus/

Mission focus/

The green charity foundation reinforce our mission of nature by

The scientific lab reinforce our mission of science by develop

stimulate people’s awareness on protecting environment.

technology and cultivate scientists.

Differentiate/

Differentiate/

The fund which customer paid are going to transfer to store credit

We don’t only do research, but also have plan to cultivate more

for our customers.

scientific elite.

Similar to/

Similar to/ The humane society, Planusa

Air Science, Fisher scientific

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Brand Extension

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Herbal Energy

City Shared Bike

Introduction/

Introduction/

Provide people extra supplement with natural ingredients.

Provide low cost shared bike service.

Description/

Description/

In modern life, some people are more focus on works and

There will provide abundant bike station around city. Just register

pay less attention on health. Pond’s will provide potable

a Pond’s membership on Pond’s website or app, it will only charge

and healthy supplement to market for people who needs

small fee every time. Also if you purchased in Pond’s once, you

energy and wellness.

own a chance to ride the bike free.

Mission focus/

Mission focus/

The herbal energy reinforce our mission of nature by selling natu-

The city shared bike reinforce our mission of nature by enhance

ral supplement for people.

the green transportation.

Differentiate/

Differentiate/

We guarantee we use all natural ingredient, and you can find our

We offer free ride for membership.

product anywhere.

Similar to/

Similar to/ Citibike, ofo

Natural Valley, Chewy

Pond’s Magazine

Your Farm

Introduction/

Introduction/

A beauty magazine.

A platform you can grow your vegetables remotely.

Description/

Description/

This magazine will be free for membership. It is a season issue

You can rent a place from Pond’s and choose the method about

magazine, to share good products and some beauty tips. Not

how do you want us to treat your vegetables, and you can monitor

only introduce our own products, but every beauty products with

whole process on your phone. After your crops are ripe, we will

good reputation and made by natural ingredients.

deliver them to you immediately.

Mission focus/

Mission focus/

The Pond’s magazine reinforce our mission of beauty by publish-

Your farm reinforce our mission of nature by proving green and

ing magazine about beauty.

organic crops to people.

Differentiate/

Differentiate/

This magazine is free for membership, and the paper of magazine

Instead of traditional way to get the vegetables, Pond’s provide

is recycled paper.

this interactive cultivation, and you can monitor every step.

Similar to/

Similar to/

Allure, Beauty+

Blue Apron 43

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Youth Ever Institute For women or men who want to improve their skin condition.

Description/ It’s not surprising that Pond’s has this institution. Pond’s is dedicate on skin more than 100 years. They have well-developed technology and equipment to support launch this business.

Mission focus/ The Youth Ever Institute reinforce our mission of beauty by using science and technology to bring people wellness and beauty.

Differentiate/ We use our own products and also combine with our high-end scientific method to bring you the best experience.

Similar to/ Dermalogica

Caption / -The customer is enjoying the massage at our institute.

-The sign of our institute.

-Our employee is using our own products for customer.

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Healthy station A healthy food supply station for people.

Description/ This idea is about to provide people a place they can get healthy and natural food or drink, even energy supplements. The station will settle everywhere in the city, all the food ingredients are produced by scientific cultivation, so they are no chemical use.

Mission focus/ The healthy station reinforce our mission of nature by supply fresh and organic food for people.

Differentiate/ All the foods and beverage are made from Pond’s own farm, so the quality is guaranteed.

Similar to/ Lemonade, chipotle

Caption / -A popular salad in our store, vegetables are from our own farm.

-A customer is enjoying his afternoon tea time with our beverage .

-One of our store in the city.

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Yoga Club Enjoy the nature even when you are in the city.

Description/ This yoga club is dedicate on build a nature environment for their membership. When you are in the city, its hard to close to the nature, but in here, you can enjoy the fresh and relaxed environment.

Pond’s yoga club is imitating the real natural environment in the yoga classroom, and also bring scientific therapy to membership.

Mission focus/ The yoga club reinforce our mission of nature by providing the sound environment for urban yoga lover.

Differentiate/ Not like normal yoga class, Pond’s yoga club bring the natural scenes to the urban yoga lover.

Similar to/ Yoga tree castro

Caption / -Our membership is enjoying her after work time in our place.

-The environment of our yoga club.

-Our employee is using our own products for customer.

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Elite Cradle A scholarship or an award for students who want to be scientists.

Description/ In order to committed to cultivate talents, Pond’s launches this program. It’s a worldwide awards, for students who are interested in science. Those students who win the award also can get an optional intern from Pond’s scientific team.

Mission focus/ The Elite Cradle does scientific, which fulfill our mission by cultivating more scientific elite.

Differentiate/ Not only the rewards, Pond’s also provide an optional intern for those pre-scientists.

Similar to/ Abel prize

Caption / -Our trophy for awards winner.

-The winner’s experimental project.

-Teenager winner.

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Unique Skin Personalized skin care products.

Description/ Everyone has different type of skin, Pond’s will aim for produce customized treatment skin care products for each custom.

Mission focus/ The Unique Skin products reinforce our mission of beauty by providing helpful skin care to customers.

Differentiate/ This skin care are totally customized and made out of natural ingredients, the unique recipe only for you.

Similar to/ Curology

Caption / -Our employee is doing the skin test.

-A book about scientific method.

-Our pharmacist is making the customized skin care product.

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Botanical Garden This is a botanical cultivation base and also open to outside.

Description/ This garden cultivate all plants Pond’s will use on their products, and also plant varieties which are being developed. As a botanical garden, it charges visitors’ small fee that will investigate on research and maintain the garden.

Mission focus/ The Botanical Garden does nature, which fulfill our mission by providing a real nature environment.

Differentiate/ The botanical garden not only for visit, but also cultivating and researching the plants.

Similar to/ Brooklyn botanical garden

Caption / -Architecture of our botanical garden.

-Inside of our botanical garden.

-Plant analysis by expert.

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Skin Care Channel A youtube channel that teach people how to protect their skin.

Description/ Invite expert beauty youtuber or famous people to share their personal experience of skin care methods. It’s gonna be weekly channel, there will be different people to speak every time.

Mission focus/ The skin care channel does beauty which fulfill our mission by rendering a platform to teaching people how to keep beauty.

Differentiate/ We invite famous people to share their experience every issue.

Similar to/ Harper’s BAZAAR youtube channel

Caption / -A girl is applying the skin care that she just learned from our channel.

-Our guest for this week, she is going to share her favorite skin care products.

-The video of last week about how to apply skin care correctly.

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Exclusive mark With clear and fresh, it bring you pleasant and confidence.

Description/ Fragrance can represent one’s taste and quality of life. It’s an invisible beauty. Pond’s will still focus on using plant extraction method.

Mission focus/ The Exclusive mark reinforce our mission of nature by using natural ingredients to produce the perfume.

Differentiate/ This perfume also made out of natural ingredient and you can choose what plant you like in the store. We will made that in front of you.

Similar to/ Le labo

Caption / -Various plants that from Pond’s botanical garden.

-Our products in store.

-A man is using our travel perfume set.

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Eco Protecter For purpose of sustain sound ecosystem, it needs help from people.

Description/ Since Pond’s is using natural ingredients, healthy environment is vital to the company and their customers. So that Pond’s establish this organization for gathering volunteers work together towards to build Eco friendly earth.

Mission focus/ The Eco Protector reinforce out mission of nature by gathering volunteer together and protect our environment.

Differentiate/ We gather different people with different background but have same passion. After each events, we provide pond’s products for them.

Similar to/ GVI volunteer

Caption / -A group of people are playing game together.

-They are picking up garbage.

-We have different people with different background.

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Designer Klorysa Luo

Typeface Lora Europa

Instructor Hunter Wimmer Spring 2019 Natural of Identity

Sources Pond’s.com wikipedia.org / pond’s Logopedia.com

Photography vcg.com Unsplash.com Flickr.com

All rights reserved. No part of this publication can be reproduced without written permission of Klorysa Luo.

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