TA B L E O F C O N T E N T S :
Introduction
• Br a n d Hi s t o r y
p. 0 1 – 0 2
• Ou r Su c c e s s
p. 0 3 – 0 4
• Ou r Mi s s i o n
p. 0 5 – 0 6
• Br a n d Gr i d
p. 0 9 – 1 2
Brand Visual Standards
• L o g o
p. 1 5 – 1 6
• A n a t o m y + C l e a r Sp a ce
p. 1 7 – 1 8
• In c o r re c t u s e s
p. 1 9 – 2 0
• C o l o r s
p. 2 1 – 2 2
• Ty p o g r a p h y
p. 2 3 – 2 4
Brand Extensions
• Sp a Tre a t m e n t
p. 2 7 – 2 8
• Ho m e De c o r
p. 2 9 – 3 0
• Be a u t y S c h o o l
p. 3 1 – 3 2
01
• WHO WE ARE
Brand History The inventor of modern makeup, max factor literally chang ed the faces of the world and created a cosmetics empire that launched the multibillion-dollar beauty industr y. Nice women never wore makeup. Even the word was taboo in polite society—until Max Factor entered the scene. Born in Poland in 1877, Factor worked as a beautician for the Russian royal family, the Romanovs. In 1904 he fled to America, where he opened a cosmetics store in Los Angeles. Creating makeup originally for silent films, then the talkies, and ultimately color motion pictures. Soon women ever ywhere wanted to look like their favorite glamorous stars, and Factor was there to help, bringing his innovative cosmetics to the general public. He revolutionized the world of beauty by producing many firsts: lip gloss, foundation, eye shadow, concealer, and water resistant makeup. A tr ue innovator, he also introduced the concept of color harmony and celebrity-endorsed cosmetics adver tising.
02 • BRAND IDENTIT Y STANDARDS • BRAND HISTORY
02
• OUR SUCCESS
Timeline
• 1909
• 1914
• 1925
• 1927
• 1928
• 1 930
• 1935
• 1937
• 1938
• 1940
• 1971
• 1988
Max Factor
Cre a t e d t h e f i r s t
“ Ma x Fa c t o r’s
Cre a t e d “ So c i e t y
De ve l o p e d
The first Lip Gloss
Opened the
Pan-Cake,
Max Factor died
Created Tr u-Color
Invented the first
Launches the
& Company
cosmetic made
Su p re m e Na i l
Na i l Ti n t ,” a
cosmetics that
i s invented
unique Max Factor
forer unner of
at the age 59.
Lipstick, which is
“waterproof ”
world’s first
was founded
specifically for
Po l i s h ,” w a s
s m a l l p o rc e l a i n
a re s p e c i a l l y f o r
Makeup Salon in
modern cake
Max Factor Jr.
the first smear
make-up
clear mascara.
by Maximilian
m o t i o n p i c t u re s ,
i n t rod u c e d . It
pot containing
use in black-
Los Angeles.
makeup is
expanded the
proof lipstick.
Faktorowicz,
a t h i n n e r g re a s e
is a metal pot
ro s e - c o l o re d
and-white films.
created. It
family-r un
a Polish-Je wish
paint made in
o f b ei g e - c o l o re d
c re a m . Ap p l i e d
Ma x Sr. w a s a l s o
is originally
business across
cosmetician
12 shades.
p owd e r t h a t i s
to the nail and
a w a rd e d t h e
developed for
the world. First
ar tist for the
sprinkled on
b u f f e d , i t g i ve s
Os c a r a w a rd f o r
color films.
commercially
Russian royal
the nails and
a ro s e c o l o r.
t h i s i n n ova t i o n .
Ballet.
buffed with a
concealer: “erase” was produced.
c h a m o i s b u f f e r. It g i ve s n a i l s shine and tint.
03 • BRAND IDENTIT Y STANDARDS • TIME LINE
04 • BRAND IDENTIT Y STANDARDS • TIME LINE
03
• WHO WE WILL BE
Our Mission Max Factor will co n t i n u e t o re f l e c t t h e diverse trends of it s c o n s u m e r s a s a leader in the local c o s m e t i c s i n d u s t r y through innovative a n d p rovo c a t i ve colors and product s . The ne w Max Facto r w i l l b e t h e To t a l Beauty Solution Sh o p t h a t t a r g e t s f re s h and young women. It w i l l re s e m b l e a princess’s private ro o m w h e re e ve r y t h i n g about the space, th e i n t e r i o r, i n c l u d i n g the cosmetics, will e m b o d i e s t h e b e a u t y and youth describe d i n a s we e t ro m a n t i c fa ir y tale. Max Factor cosmet i c w i l l g i ve yo u a fresh natural glow l o o k t h a t yo u d o n’t even feel like you h a ve a n y m ake-up on.
05 • BRAND IDENTIT Y STANDARDS • BRAND MISSION
WE BRING FAIRY TALES TO LIFE
04
• BRAND GRID
WHO WE WERE
09 • BRAND IDENTIT Y STANDARDS • BRAND GRID
WHO WE ARE
04
• BRAND GRID
12 • BRAND IDENTIT Y STANDARDS • BRAND GRID
B R A N D V I S UA L S TA N D A R D S
07
• A LT E R N AT I V E L O G O
We A l s o H a v e There are only three configuration of the signature. The primar y signature should always be considered first, except for the small size applications or products where the logo is under 1” wide or 0.5” tall.
MAX FACTOR
MAX FACTOR
MAX FACTOR M MAX FACTOR
S E C O N D A RY S I G N AT U R E
Secondary Signature consists of the ‘M’ mark with the crown
05
• LOGO
Our Identity SYMBOL:
M
Max Fac t o r s y m b o l i s
LOGOT YPE:
M
We u s e Ba u e r B o d o n i f o r
S I G N AT U R E :
Ou r s i g n a ture consists
consisted of the crow n a n d d e c o r a t i ve
o u r w o rd m a rk . T h i s t y p e f a c e i s c l e a n
o f t w o c o m p o n e n t : o u r s ymbol and
ornaments. Both el e m e n t s b ro u g h t
a n d s i m p l e , ye t l o o k s ve r y h i g h - e n d
t h e l o g o t y p e . It i s u s e d to identify and
together the elegan t f e e l i n g t h a t f i t
a n d p ro f e s s i o n a l .
s t re n g t h e n o u r b r a n d i d entity.
the fair y tale them e .
15 • BRAND IDENTIT Y STANDARDS • LOGO
MAX FACTOR
M
M
TERTIARY SYMBOL
Te r t i a r y S y m b o l c o n s i s t s o f t h e c row n s y m b o l o n l y.
M
M 16 • BRAND IDENTIT Y STANDARDS • LOGO
M
06
• A N AT O M Y + C L E A R S PA C E
Structure of Our Identity For ultimate visibi l i t y a n d i m p a c t , i t’s i m p o r t a n t t o re t a i n a d e s i g n a t e d ‘c l e a r s p a c e’ around the signatu re . The minimum requ i re d c l e a r s p a c e i s d e f i n e d by t h e m e a s u re m e n t o f ‘ X ’ , a s s h ow n . In which, ‘ X ’ is measu re d by t h e h e i g h t o f t h e b a s e o f t h e c row n . 21X
The ‘clear space’ sh o u l d n e ve r b e i n t e r s e c t e d o r i n t r u d e d u p o n by a n y o t h e r g r a p h i c
14.5X
21X
object or edge. Nor s h o u l d i t b e e n c l o s e d i n s h a p e . Maintaining this c l e a r s p a c e i n a l l u s e s t o g i ve t h e s i g n a t u re t h e p ro p e r ‘ b re a t h i n g ro o m’ to visually stand ou t .
MAX FACTOR
MAX FACTOR
S E C O N D A RY S I G N AT U R E
MAX FACTOR
MAX FACTOR
T E RT I A RY S I G N AT U R E
1.25X 6X 2X
MM
5.25X
6X
X
MAX FACTOR
5.25X
1.25X X
5.25X
13.25X
9.25X
MAX MAX FACTOR
1.25X X
FACTOR
9.25X 14.5X
1 7 • B R A N D I D E N T I T Y S TA N D A R D S • A N ATO M Y + C L E A R S PAC E
MAX FACTOR
MAX FACTOR
MAX FACTOR
MAX FACTOR
58X
M
MAX FACTOR 07
MAX FACTOR
• INCORRECT USES
M
W h a t ’s N o t To D o
MAX FACTOR
A n i m p o r t a n t f a c t o r i n c reating and m a i n t a i n i n g a v i s u a l i d e ntity is the
c o n s i s t e n t p re s e n t a t i o n o f the identity MAX FACTOR e l e m e n t s . T h e re f o re , t h e way the s i g n a t u re i s d i s p l a ye d m ust be given
MAX c a re f u l a t tFACTOR e n t i o n . Sh ow n below are
M M
e x a m p l e s o f i n c o r re c t o r unacceptable u s e s o f o u r s y m b o l , l o g o type and s i g n a t u re .
MAX FACTOR MAX FACTOR
TOR C A F MAX MAX FACTOR
MAX FACTOR
MAX FACTOR MAX FACTOR MAX FACTOR MAX FACTOR
MAX FACTOR
MAX FACTOR MAX FACTOR MAX FACTOR MAX FACTOR
M MAX FACTOR MMAX FACTOR
MAX FACTOR MAX FACTOR DO NOT flip or rotate the ornament in the logo
DO NOT use the logo on any dark or black background
MAX FACTOR MAX FACTOR DO NOT add or remove
MAX FACTOR MAX FACTOR
MAX FACTOR
MAX FACTOR
DO NOT substitute other ornament other than specified.
MAX FACTOR MAX FACTOR
DO NOT use the symbol alone without the wordmark
DO NOT substitute other typefaces other than specified
DO NOT change color of any of the elements in the logo
any ne w elements to the logo
DO NOT var y the propor tion of the logo in any way
M
MAX FACTOR MAX FACTOR
MAX FACTOR
DO NOT tilt or rotate the logo in any manner
MMAX FACTOR
MAX FACTOR
M
MAX FACTOR
MAX FACTOR
M MAX FACTOR
20 • BRAND IDENTIT Y STANDARDS • INCORRECT USES
08
• COLORS
PRIMARY COLORS
PA N TO N E 2 5 5
PA N TO N E 1 8 8
Our Colors There is only one a p p rove d c o l o r p a l e t t e f o r t h e s i g n a t u re . Ou r c o l o r s a re s t ro n g
C:50
M:100
Y:0
K:25
C:0
M:100
Y:100
K:50
R:115
G:20
B:114
R:139
G:14
B:4
SECONDARY COLORS
PA N TO N E 2 1 3
PA N TO N E 2 9 7
C:20
M:7
Y:60
K:0
PA N TO N E 1 9 1 5
C:0
M:0
Y:0
K:80
and straightfor ward . T h e y re p re s e n t Ma x Fa c t o r b r a n d a t i t s m o s t b a s i c l e ve l - yo u r signature. The colors are base d o n t h e Pa n t o n e Ma t c h i n g Sy s t e m a n d t h e y s h o u l d n o t b e t i n t e d o r adjusted when used .
21 • BRAND IDENTIT Y STANDARDS • COLORS
22 • BRAND IDENTIT Y STANDARDS • COLORS
Aa 09
• TYPOGRAPHY
ADOBE GARAMOND PRO REGULAR
A N a n
B O b o
C P c p
D Q d q
E R e r
F S f s
G T g t
H I U V h i u v
J K L M W X Y Z j k l m w x y z
A D O B E G A R A M O N D P RO I TA L I C
A N a n
B O b o
C P c p
D Q d q
E R e r
F S f s
G T g t
H U h u
I V i v
J K W X j k w x
L Y l y
M Z m z
ADOBE GARAMOND PRO BOLD
A N a n
B O b o
C P c p
D Q d q
E R e r
F S f s
G T g t
H U h u
I V i v
J K L M W X Y Z j k l m w x y z
Primar y Typeface:
ADOBE GARAMOND PRO
Se c o n d a r y Ty p e f a c e :
CENTURY GOTHIC
Ad o b e Ga r a m o n d Pro i s d e s i g n e d by C l a u d e Ga r a m o n d i n 1 5 6 1 . Ga r a m ond’s
Century Gothic is a geometric sans-serif typeface designed for Monotype
l e t t e r f o r m s c o n ve y a s e n s e o f f l u i d i t y a n d c o n s i s t e n c y. So m e u n i q u e c h a r acteristics
I m a g i n g 1 9 9 1 . C e n t u r y G o t h i c w a s i n s p i re d f ro m S o l H e s s ’ s T w e n t i e t h C e n t u r y ,
i n h i s l e t t e r s a re t h e s m a l l b ow l o f t h e a a n d t h e s m a l l e ye o f t h e e . L o n g extender
which was drawn between 1937 and 1947 for the Lanston Monotype Company
a n d t o p s e r i f s h a ve a d ow n w a rd s l o p e . Ga r a m o n d i s c o n s i d e re d t o b e a m ong the most
as a version of the successful Futura typeface, but with a larger x-height and
l e g i b l e a n d re a d a b l e s e r i f t y p e f a c e s f o r u s e i n p r i n t ( o f f l i n e ) a p p l i c a t i o n s .
m o re e v e n s t ro k e w i d t h . T h e C e n t u r y G o t h i c f a c e i s d i s t i n c t f o r i t s s i n g l e - s t o r y l o w e rc a s e a a n d g . C e n t u r y G o t h i c i s m o re c l o s e l y re l a t e d t o Av a n t G a rd e
Mo s t o f Ga r a m o n d t y p e f a c e s a re m o re c l o s e l y re l a t e d t o t h e w o k o f a l a t er punch-
G o t h i c , d e s i g n e d b y H e r b L u b a l i n , a n d re l e a s e d b y t h e I n t e r n a t i o n a l T y p e f a c e
c u t t e r, Je a n Ja n n o n . A d i re c t re l a t i o n s h i p b e t we e n Ga r a m o n d’s l e t t e r f o r ms and
C o r p o r a t i o n ( I T C ) i n 1 9 7 0 . C e n t u r y G o t h i c i s s i m i l a r t o I T C Av a n t G a rd e i n i t s
c o n t e m p o r a r y t y p e c a n b e f o u n d i n t h e Ro m a n ve r s i o n s o f t h e t y p e f a c e s Adobe
p u re g e o m e t r y , a n d d o e s n o t p o s s e s s t h e s u b t l e v a r i a t i o n i n s t ro k e w i d t h f o u n d
Ga r a m o n d , Gr a j o n , Sa b o n , a n d St e m p e l Ga r a m o n d .
in either Futura or Twentieth Century.
CENTURY GOTHIC REGULAR
A N a n
B O b o
C P c p
D Q d q
E F R S e f r s
G H I T U V g h i t u v
J K L M W X Y Z j k l m w x y z
CENTURY GOTHIC ITALIC
A N a n
B O b o
C P c p
D Q d q
E F R S e f r s
G H I T U V g h i t u v
J K L M W X Y Z j k l m w x y z
CENTURY GOTHIC BOLD
A N a n
23 • BRAND IDENTIT Y STANDARDS • T YPOGRAPHY
B O b o
C P c p
D Q d q
E F R S e f r s
G H I T U V g h i t u v
J W j w
K X k x
L M Y Z l m y z
Bb
BRAND EXTENSIONS
10
MAX FACTOR
MAX FACTOR
• BRAND EXTENSIONS
S p a Tr e a t m e n t Enjoy the complete spa experience. We have put together a variety of luxurious
M
MAX FACTOR
combinations to satisfy your relaxation appetite and rejuvenate your spirit. Our lavish amenities include sauna steam water fall showers, private whirlpools,
MAX FACTOR
outdoor relaxation areas, message and facial/skin treatments as well as body treatments.
MAX FACTOR MAX FACTOR
10
• BRAND EXTENSIONS
Home Decor Ma x Fa c t o r a l s o l a u n c h e s a o n e o f a k i n d f u r n i t u re s t o re t h a t o f f e r a w i d e r a n g e o f we l l - d e s i g n e d , f u n c t i o n a l h o m e f u r n i s h i n g p ro d u c t s i n f a i r y t a l e s s t y l e . Yo u c o u l d d e c o r a t e yo u r h o u s e o r yo u r p r i va t e ro o m a s o n e o f yo u r f a vo r i t e p r i n c e s s c h a r a c t e r. A l l o f o u r p ro d u c t s e m b o d i e s t h e b e a u t y a n d yo u t h d e s c r i b e d i n a ro m a n t i c f a i r y t a l e s . In t h is w a y, yo u a re n o t o n l y l o o k l i k e a s we e t p r i n c e s s b u t yo u c a n a l s o l i ve l i k e a p r i n c e s s t o o.
MAX FACTOR
M
MAX FACTOR MAX FACTOR MAX FACTOR MAX FACTOR MAX FACTOR
29 • BRAND IDENTIT Y STANDARDS • BRAND EXTENSIONS
10
• BRAND EXTENSIONS
Beauty School Max Factor beauty school is designed t o teach you the skills you will need, inspire you to explore your passion and creativity. We offer a unique learning environment that guarantees the finest and fun education through hand-on, real world experience. We inspire our students to exceed expe ctations and continue their quests for lifelong learning beyond traditional classroom instr uction. Max Factor beauty school promote the concept that education encompasses more than learning basic technical skills. It is about students realizing their full potential and growing as individuals and professionals alike.
MAX FACTOR
M
MAX FACTOR MAX FACTOR MAX FACTOR MAX FACTOR MAX FACTOR
30 • BRAND IDENTIT Y STANDARDS • BRAND EXTENSIONS
32 • BRAND IDENTIT Y STANDARDS • BRAND EXTENSIONS