V I S U A L S TA N D A R D S
03 V ISUA L S TA NDA R D S GUIDE
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A M W AY
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V I S U A L S TA N D A R D S
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VISUAL STANDAR A M W AY
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A NEW FACE
Our New Logo
Clear Space
A NEW LOOK
Typefaces
08 16 26
V I S U A L S TA N D A R D S
RDS Logo Componments
Incorrect Uses
Color Standards
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Logo Antomy
Size System
Future Extensions
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A M W AY
A NEW FACE
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V I S U A L S TA N D A R D S
Our New Logo Logo Componments Logo Antomy ClearSpace Incorrect Uses Size System
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A M W AY
OUR NEW LOGO The hidden capital letter “A� represents Amway. An eye for the power of Amway. Top triangle for the high level people want to approach. Big overall tangle represents Amway Business model.
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A M W AY
LOGO COMPONENTS
Symbol Signture 10
Wordmark
V I S U A L S TA N D A R D S
Signature
Symbol
Wordmark
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A M W AY
LOGO ANATOMY Symbol Anatomy
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V I S U A L S TA N D A R D S
a
61 h
60˚
h= 23 a
1 h 12 60˚
60˚
60˚
60˚ a
perfect circle
60˚
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A M W AY
Wordmark Anatomy
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Regular Triangle Amway Wordmark
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Amway Wordmark
The Amway Wordmark based on regular triangle and Clarendon LT Std Light. But it looks more power and strict than Clarendon LT Std Light. Clarendon’s corner is soft and round. However, Amway Wordmark changes the soft corner to the strict one.
A M W AY
CLEAR SPACE Clear space is the boundary. Maintaining clear space properly will ensure a maximum brand impact and recognition.
61 h
61 h
1 h 12
1 h 12
1 h 12
1 h 12
61 h
61 h
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V I S U A L S TA N D A R D S
1 6 h
1 6 h
1 12 h
1 12 h
1 6 h
1 6 h
1 6 h
1 6 h
1 6 h
1 6 h
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A M W AY
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A M W AY
INCORRECT USES The following examples are incorrect logo uses. When using the new Amway logo, these examples also apply to use of the new Amway logo or either version marks.
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V I S U A L S TA N D A R D S
(01) No Outline
(07) No Gradient
(02) No Stretch or alter
(08) No Busy Photography
(03) No Rotate
(09) No Busy Pattern
(04) No Transparent
(10) No Other form Type
(05) No Upside Down
(11) No Color Split
(06) No Other Colors
(12) No Drop Shadow
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A M W AY
SIZE SYSTEM Size System To clear use and recognizable Amway logo , some reduction restriction are established. Every version has its own minimum size limitation. The following chart illustrates the measurements of the version’ width.
Logo Version
Version A 1.5inch/38.1mm
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Minimum Size (Outdoor)
Minimum Size (Digital)
Minimum Size (Print)
0.4inch/10.16mm
0.3inch/7.62mm
V I S U A L S TA N D A R D S
Version B
Version C
1.5inch/38.1mm
1.5inch/38.1mm
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0.4inch/10.16mm
0.3inch/7.62mm
0.4inch/10.16mm
0.3inch/7.62mm
A M W AY
A NEW LOOK
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V I S U A L S TA N D A R D S
Typefaces Color Standards Five Types of Success Future Extensions
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A M W AY
TYPEFACES In order to consistency use of typeface, please follow the type as bellow.
Celdum Celdum
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Regular
abcdefghigklmnopqrstuvwxyz ABCDEFGHIGKLMNOPQRSTUVWXYZ 1 2 3 4 5 6 7 8 9 0 ! @ # $ % & * ffi ffl fj fk ft fi fl
Italic
abcdefghigklmnopqrstuvwxyz ABCDEFGHIGKLMNOPQRSTUVWXYZ 1 2 3 4 5 6 7 8 9 0 ! @ # $ % & * ffi ffl fj fk ft fi fl
V I S U A L S TA N D A R D S
Thin
abcdefghigklmnopqrstuv w x y z ABCDEFGHIGKLMNOPQRSTUV W X YZ 1 2 3 4 5 6 7 8 9 0 ! @ # $ % & * ffi ffl fj fk ft fi fl
Thin Italic
abcdefghigklmnopqrstuv w x y z ABCDEFGHIGKLMNOPQRSTUV W X YZ 1 2 3 4 5 6 7 8 9 0 ! @ # $ % & * ffi ffl fj fk ft fi fl
Light
abcdefghigklmnopqrstuvwxyz ABCDEFGHIGKLMNOPQRSTUVWXYZ 1 2 3 4 5 6 7 8 9 0 ! @ # $ % & * ffi ffl fj fk ft fi fl
Light Italic
abcdefghigklmnopqrstuv wxyz ABCDEFGHIGKLMNOPQRSTUV WXYZ 1 2 3 4 5 6 7 8 9 0 ! @ # $ % & * ffi ffl fj fk ft fi fl
Medium
abcdefghigklmnopqrstuvwxyz ABCDEFGHIGKLMNOPQRSTUVWXYZ 1 2 3 4 5 6 7 8 9 0 ! @ # $ % & * ffi ffl fj fk ft fi fl
Medium Italic
abcdefghigklmnopqrstuvwxyz ABCDEFGHIGKLMNOPQRSTUVWXYZ 1 2 3 4 5 6 7 8 9 0 ! @ # $ % & * ffi ffl fj fk ft fi fl
Bold
abcdefghigklmnopqrstuvwxyz ABCDEFGHIGKLMNOPQRSTUVWXYZ 1 2 3 4 5 6 7 8 9 0 ! @ # $ % & * ffi ffl fj fk ft fi fl
Bold Italic
abcdefghigklmnopqrstuvwxyz ABCDEFGHIGKLMNOPQRSTUVWXYZ 1 2 3 4 5 6 7 8 9 0 ! @ # $ % & * ffi ffl fj fk ft fi fl
ExtraBold
abcdefghigklmnopqrstuvwxyz ABCDEFGHIGKLMNOPQRSTUVWXYZ 1 2 3 4 5 6 7 8 9 0 ! @ # $ % & * ffi ffl fj fk ft fi fl
ExtraBold Italic
abcdefghigklmnopqrstuvwxyz ABCDEFGHIGKLMNOPQRSTUVWXYZ 1 2 3 4 5 6 7 8 9 0 ! @ # $ % & * ffi ffl fj fk ft fi fl
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A M W AY
COLOR STANDARDS Black is the main color for Amway logo. The secondary colors for occasions events to use.
Primary Color
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Amway Black R:0 G:0 B:0
PANTONE:
C:0 M:0 Y:0 K:100
Black 6 C
HEX: 000000
Black U
V I S U A L S TA N D A R D S
Secondary Color
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Confidence Red
Calm Gray
R:206 G:18 B:60
PANTONE:
R:150 G:153 B:148
PANTONE:
C:0 M:100 Y:70 K:15
193 C
C:0 M:100 Y:70 K:15
7538 C
HEX: CE123C
199 U
HEX: 969994
415 U
A M W AY
FIVE TYPES OF SUCCESS Mental: sense of purpose, belonging, reason Physical: health, fitness, vitality, appearance Financial: profit Social: relationships, self esteem Occupational: enterprise growth
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A M W AY
PR
Product
SE
Service
EX
Experience
EN
Event
ED
Environment
EV
Education
AMWAY MEDIA (1). The Power of Positive Attitude
EX
SE
(19). Sunflower Community
PR
(2). Free Connection
EX
SE
(20). Build The Word Better
PR
(3). Amway Voice
PR
(4). Interview The Deep Heart
SE
EX
AMWAY ACADEMY
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AMWAY VOLUNTEER
PR
ED
(5). Encourage The Growth
ED
(6). Sharp The Future
ED
SE
(7). The Sapling Talk
ED
EX
(8). Star of Tomorrow
ED
SE
(9). Ideological Sustenance Space
ED
SE
(10). Knowledge Charging Station
SE
EX
EX
(21). Social Connection Center (22). A True Success
EV
AMWAY WORK OFFICE (23). Talents Plane
SE
(24). Try Your Best
EX SE
EX
(25). Discover Your Potential
SE
(26). The Future Aim
SE
(27). The Future Development
AMWAY PSYCHOLOGICAL CENTER
ED
(28). Selling Training
(11). Confidence Setup
ED
(29). Elite Management
(12). Pressure Release Harbor
EN SE
AMWAY COMMUNITY RESOURCE
(13). Mind Relax
AMWAY INVESTMENT CENTER SE
(30). Control Your Wallet
AMWAY CLUBS
SE
(31). Investment Management (32). Future Guarantee (33). Motivate Your Work
EN
SE
(14). Health Club
SE
EX
SE
(15). Morning Energy
EX
EN
SE
(16). Golf Experience
EX
SE
(17). Take An Adventure
EX
SE
(18). Healthy Eating
V I S U A L S TA N D A R D S
EXTENTION DIAGRAM
Mental
Occupational
(1)
(9)
(11)
(6)
(25) (27)
(3)
(10)
(12)
(23)
(26) (28)
(13)
(24)
(29)
(4)
Physical
Social
(14)
(16)
(2)
(19)
(15)
(17)
(7)
(20)
(8)
(21)
(18)
Financial (5)
(32)
(30)
(33)
(31)
(22) 33
A M W AY
FUTURE EXTENSIONS The definition of success is not only to get rich, but be healthy and respected. The new Amway through five aspects of success: mental, physical, financial, social, and occupational shows what success is and how people experience success within the company.
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AMWAY MEDIA 1. The Power of Positive Attitude
2. Free Connection
(A Book)
(Amway Chat Application)
PR
PR
A book talks about positive attitude. A posi-
Amway Chat is a tool for all Amway people
tive attitude is the starting point of success.
get connections. It connects people who have
A positive mental attitude is that the mental
the same dream and interests as you. You can
state is optimistic. It can stimulate the poten-
encourage each other go further. You can also
tial. Then people can happily accept unexpect-
communicate with someone who has success-
ed tasks, tolerate unexpected offensive, and
ful experience but you never have a chance to
do the things that they want to. People may
talk with.
have a development opportunity, so people will achieve success.
V I S U A L S TA N D A R D S
3. Amway Voice
7. The Sapling Talk
(Podcast)
(Amway Lecture)
PR
ED
SE
This podcast brings news and successful spir-
We invite famous people who have succeeded
itual ideas throughout the globe. People can
in their field to have a speak. Their real expe-
use it when they driving.
rience provides a direction motion for people.
4. Interview The Deep Heart (Amway Channel)
PR
The channel provides psychological help. Each time has a specific audience who has troubles in life, such as interpersonal communication. The experts will from different views, like
What they talked about may inspire people to pursue your dreams. They tell their stories and share the feeling of life, and to give people the realistic discussion about success, and the nourishing for their mind. 8. Star of Tomorrow
psychology and sociology, help people cog-
(Amway Prize)
nition, comb, manage their own emotional,
Encourage can make progress. We will pick out
psychological and behavior.
the most outstanding students to praise and
AMWAY ACADEMY
ED
EX
give them publicity. Human has the common psychological needs which is to get someone
5. Encourage The Growth
else’s affirmation and praise. Once a personal
(Amway Scholarship)
psychological need is satisfied, he or she will
ED
Every Amway person is a dreamer. We award the scholarship for people who have approached Amway business on a certain level to pursue their dream to come true.
be encouraged by it and pay more efforts. 9. Ideological Sustenance Space (Amway Museum)
ED
SE
It is tough to pursue a dream of success. We
6. Sharp The Future
not only record extremely successful people
(Training Class)
who have achieved their goals, present with
ED
Overall Training classes are training people
their wax icons or portraits. Also, we want
how to closer to their success. The classes
people to understand that success is different
include three section. Firstly, the classes will
for everyone. As well as let people have an
help people define what is the success for
exciting journey to stimulate themselves.
them and build confidence for their life. Then, various classes teach people how to run a business. Finally, other interesting classes help people improve their comprehensive ability.
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A M W AY
10. Knowledge Charging Station
13. Mind Relax
(Amway Library)
(Musical Treatment)
ED
SE
EX
This is a place for people to get knowledge.
Music therapy can help relieve pressure, so
Francis Bacon said that knowledge is power.
people have energy running their business.
If a man wants success, the knowledge is very
First of all, music can arouse mind and allevi-
important. Only have enough knowledge, they
ate depressed mood. Secondly, music can let
can be closer to their dreams.
the body relax, good music can relieve stress.
AMWAY PSYCHOLOGICAL CENTER 11. Confidence Setup (Psychological Counseling)
SE
EX
People on the way of pursuing pursue their dreams, they may fail and be anxious to achieve quick success, which will drag you in a wrong direction. Here, we help people set up their confidence and hope them can have a positive attitude to restart. 12. Pressure Release Harbor (Amway Bar) 36
SE
EN
When people pursue careers, there will be a lot of work pressure. A bar is a good place to release the pressure and also a good place to meet new people with similar interests. Many people would like to chat here. Through communication, they can share their ideas. You can promote business plans here.
Thirdly, the music can enhance creativity, planning power and stimulate the right brain.
AMWAY CLUBS 14. Health Club (Amway Gym)
EN
SE
Health is also a kind of success. Have a good body, people can better studying and enjoy life. The health club for people to shape their body and build the confidence from the outside. We offer personal training classes to help people living healthy and strong. 15. Morning Energy (Breakfast)
EX
SE
A nutritious breakfast is the beginning of the day. Breakfast can arouse body to start the efficient metabolism. Breakfast supply the energy to the brain, so that people have a clear thinking and judgment for work and study. So, we offer different nutrition breakfast for people to choose. 16. Golf Experience (Amway Golf Club)
EN
SE
The public golf club will attract more successful people to participate in Amway. Golf is an abbreviation of green, oxygen, sunlight and
V I S U A L S TA N D A R D S
friendship. It is a sport that combines the en-
20. Build The Word Better
joyment of nature, sports, and relationships.
(Amway Charity Foundation)
Golf is a game which has been known to bring
The money donated by successful people in
people together. Most business relationships
Amway. Their spiritual gain satisfaction in
are built off the commonality of playing this
helping others at the same time. The charity
sport. Also, experience a difference life can
helps the unfortunate personal and social
promote people make progress.
disable group, carry out various kinds of social
EX
SE
relief works.
17. Take An Adventure (Amway Adventure Trip)
EX
SE
People will get a sense of accomplishment on an adventure trip, which is a kind of success some people pursue. We hope that through adventure travel inspire people’s potential
AMWAY COMMUNITY RESOURCE 21. Anway Meetup (Social Connection Center)
SE
EX
and improve the confidence for life.
To offer people the way to meet, talk and get
18. Healthy Eating
people can increase the possibility of success.
(Nutrition Class)
EX
SE
The class teaches people how to eat healthy, nutritional knowledge and even cooking. People can make a plan for their family and themselves, which is really helping people live healthy because reasonable diet can prevent disease.
19. Sunflower Community EX
SE
The volunteer community inspires Amway people to care our society and increase our value to society. At the same time, helping others can successfully carry our personal values.
22. A True Success (Annual Conference)
EV
The conference attracts many successful people in different fields to talk and share their experiences once a year. This is a good chance to know different successful people and meet new friends.
AMWAY VOLUNTEER (Amway Volunteer)
help with by other members. To know more
AMWAY WORK OFFICE 23. Talents Plane (Entrepreneurship Foundation)
SE
We care about our society. To help build our society, we encourage Amway people help others gain happiness, such as poorly educated areas.
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A M W AY
24. Try Your Best (Selling Competition)
28. Selling Training EX
ED
Short-term sales competitions are meant to
The workshop will present real sales scenario.
stimulate people’s selling passion and selling
Through the real scene, people learn how to
potential.
sell. Also, people will learn the sales strategy
25. Discover Your Potential (Skill Test )
SE
EX
To better understand your potential ability
in different conditions and make a change. As the same time, people can know the related knowledge about our products.
and exert your potential. We set up a profes-
29. Elite Management
sional testing. According to the results of the
(Management Class)
test, we will give you professional advice to
We provide a host of management training
help you achieve your goals. Such as a plan
solutions.
will be generated to improve your relatively business skills. 26. The Future Aim (Career Plan)
SE
In order to execute a specific plan, we will help you to determine what direction you wants to go and make a long-term plan and short-term goals. In the process of the implementation 38
(Workshop)
plan, we will regularly check the execution condition and make plan adjustment. For peo-
ED
AMWAY INVESTMENT CENTER 30. Control Your Wallet (Budgeting and Savings Plan)
SE
Creating a budget is a good way to control people’s finances. Our basic budget plan can help get you started. The plan can help you feel more in control of your finances and allow you to save money for your short-term or
ple who run Amway business as their second
long-term goals.
career, we make a plan for your future career
31. Investment Management
and how to balance with Amway career.
(Finacial Service)
27. The Future Development
The investment management helps you with
(Plan Tracking)
SE
The program is to track people how they execute their career plan, regularly check the execution condition and make plan adjustments.
SE
investing strategies. The advisor can help you to build an investment strategy that will meet your wealth goals. Also, you can gain the special expertise for our Investment Office. We offer you the freedom to invest on your own term by the guidance we serviced.
V I S U A L S TA N D A R D S
32. Future Guarantee (Retirement Management)
SE
The retirement management ensures you live wealth after you retire. It works together with investment management. We provide the retirement calculator that estimates what actions you can do and how much money you will need at retirement. 33. Motivate Your Work (Amway Stock Reward)
SE
In order to help you get more successful in the economy, also to motivate you to work better, we provide a certain mount of stock right as a reward. But you only have the right in limited years rather than own permanent right. You can transfer or sell the stock to gain more income.
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A M W AY
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Life seems full up, success seems to is in sight.
A M W AY
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A M W AY
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