Visual Standards Guide

Xinyi(Rachel) Li / 04649081

03/

The Nature of Identity

VISUAL STANDARDS GUIDE

03/

VISUAL STANDARDS GUIDE

TABLE OF CONTENTS

01

02

BRAND HISTORY

LOGO STANDARDS

Brand introduction

New Logo

History

Alternative Versions Clear Space Size Chart Logo Color Logo Don'ts

03

04

VISUAL SYSTEM

FUTURE PROSPECTS

Color Standards

New Territory

Typography

Brand Chart

Business Stationery

New Extensions

01 BRAND HISTORY Brand Introduction History

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Visual Standards Guide

ABOUT AVON Avon has a 130 year history of empowering women through economic opportunity, and the company also proudly supports efforts to end breast cancer and domestic violence. At Avon, beauty means more than finding the right lipstick shade for a customer. It means providing an earnings opportunity so a woman can support her family.

Avon has created jobs to help support women around the world; there are Avon representatives on five continents and in over 100 countries.

In the time the ’50s came around, Avon launched its iconic “Ding-Dong, Avon Calling� ad campaign. It ran from 1954 through 1967, making it one of the longest-running and most successful ad campaigns in history. Around that same time (1955), The Avon Foundation was established with the mission of promoting humanitarian efforts for women, and today focuses mostly on fighting breast cancer and domestic violence.

1957 Avon Cosmetics advertisement.

1966 Avon advertisement marketed to African American customers.

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Brand History

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02 LOGO STANDARDS New Logo Alternative Versions Clear Space Size Chart Logo Color Logo Don'ts

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Visual Standards Guide

NEW LOGO The new logo design is based on the soul of advocating for women's health, and it will express the feeling of confidence, independence and gentle. The Final Logo is a form of the letter A that is combined with a triangle and circle element. The new Avon logo is composed of the combination of a symbolic mark and a word mark.

A

Initial Sans Serif "A"

+

+ Triangle

Circle

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Logo Standards

SYMBOL

SIGNATURE

WORD MARK

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ALTERNATIVE VERSIONS There are three official formats in the new brand logo: signature, symbol, and wordmark. They will be displayed in different sizes for different versions.

SIGNATURE

WORDMARK

SYMBOL

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Logo Standards

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CLEAR SPACE The new logo needs clear space to show a visual system for audiences, and it is helpful to complete the best visual effect in the final. The width of the letter A as space "x" to measure this final logo.

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Logo Standards

X = The hight and width of letters

x

x

x

x x

x

/3 x

2

x

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SIZE CHART This size chart is helpful to decide which versions to use in print, digital media, or signage, depending on its size requirements. Dimension restrictions help indicate the size that proper to use different versions of our new Avon logo.

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SIGNATURE Above 200mm in width

150mm in width

100mm in width

50mm in width

20mm in width

10mm in width

(Do Not Use Below 10mm)

SYMBOL

Logo Standards

WORDMARK

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LOGO COLORS For the visual system, the brand new logo needs different versions of logo colors, and the rose-red color will be the main color to display the final logo.

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LOGO IN DARK BACKGROUND The new logo will be in different backgrounds. Light background can use a rose-red version or black one, and we will keep the white logo in the dark background.

Logo color used in light background.

Use white logo in medium grey.

Use white logo in deep color background.

Use white logo in black background.

Logo Standards

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INCORRECT USAGE Avon's logo should not be distorted or modified in any way.

This applies to every element of the logo. Breaking these rules could lead to conflicts such as an unrecognizable identity of the logo and misunderstanding of the brand to viewers. The following are examples of alterations that must be avoided.

Do not change the direction of the logo.

Do not rearrange the name of the logo.

Do not rotate the logo to any degree.

AVON Do not add other graphic elemrnts.

Do not extend the logo.

Do not change the typeface of the name.

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Do not apply drop shadows or other effects to the logo.

Do not put the blank logo on the color background.

Do not use two two opposite colors.

Logo Standards

Do not choose fluorescent color.

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03 VISUAL SYSTEM Color Standards Typography Business Stationery

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Visual Standards Guide

COLOR STANDARDS The color standards are based on new Avon's soul and spirit—advocating for women's health, and help them be more confident in life by physical and mental health. The color palette represents the keywords of Avon.

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Chapter Name

CONFIDENT RED

RGB: 225 125 145 The

color standards are based on new Avon's soul and for women's health, and help them be more confident in life by physical and mental health. The color palette represent the key words of Avon.

CMYK: 0 60 20 10spirit—advocating Pantone: P65–2C

COMFY BLUE

SOFT GREY

RGB: 140 160 210

RGB: 210 210 210

CMYK: 50 30 0 0

CMYK: 0 0 0 25

Pantone: P106–12C

Pantone: P179–3C

GENTLE VIOLET

SOLID GREY

RGB: 175 175 215

RGB: 62 58 58

CMYK: 35 30 0 0

CMYK: 0 0 0 90

Pantone: P 270C

Pantone: P179–14C

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TYPOGRAPHY The brand typography plays an important role to express messages and creates a clear visual effect with our audiences. One typeface is Interstate, which is used in the title and body copy of the text. Another one is Rockwell, which is used in quotes.

INTERSTATE

Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@$%^&*( )_+{ } [ ] , . ; : ’”?|/ \

Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@$%^&*( )_+{ } [ ] , . ; : ’”?|/ \

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Visual System

ROCKWELL

Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@$%^&*( )_+{ } [ ] , . ; : ’”?|/ \

Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@$%^&*( )_+{ } [ ] , . ; : ’”?|/ \

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BUSINESS SYSTEM This is the business stationery to display the usage of the Avon visual system. The business system introduces Avon to the audience and also communicate with other companies and partners.

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Visual System

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04 FUTURE PROSPECTS New Territory Brand Chart New Extensions

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Visual Standards Guide

The New Avon's Women's Health Experience

PRODUCT

EXPERIENCE

PR-1

AVON MAGAZINE

EX-1

AVON SPORTS CENTER

PR-2

AVON'S HEALTH APP

EX-2

AVON CARE LAB

PR-3

AVON GOOD SLEEP

EX-3

AVON'S OUTDOOR SPORTS GROUP

EVENT

ENVIRONMENT

EV-1

AVON’S SUPPORT GROUP

EN-1

EV-2

AVON'S FRIEND SPACE

EV-3

AVON'S VOICE

EV-4

AVON MARATHON

EV-5

AVON NO STRESS

AVON CHARITABLE INSTITUTION

SERVICE SE-1

AVON'S HEALTH CENTER

SE-2

AVON'S JOB PLATFORM

EDUCATION ED-1

AVON ART STUDIO

Co-Branding

ED-2

AVON CLASSROOM

Co-1

ED-3

AVON NUTRITION KITCHEN

AVON CLOTHING

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Future Prospects

Physical Health

EX-2 ED-3 SE-1

PR-3 PR-2

EX-3

CO-1

EX-1 EV-4

EV-3

SE-2 ED-2

PR-1 EV-1 EV-5

EV-2

EN-1

ED-1

Mental Health

Social Relationships

Ways to be Heathy

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PR-1

Future Prospects

AVON MAGAZINE Avon magazine expresses women's thoughts from all over the world.

Getting advice from people of the same-sex is often preferred.

Avon magazine will collect different people's voices from all over the world.

Readers can email their stories to us, and we will select good stories to publish in the magazine. We also interview successful people and share their experiences. The purpose of the magazine is to encourage people to learn and be more confident.

Mission-focus: The voice magazine reinforces our mission of helping women gain confidence by sharing experiences and getting encouragement from other women’s stories.

Similar to: Women Health, Instyle Difference: Voice magazine cares about women and wants to listen their own thoughts. We wants to people can learn from others.

PR-2

AVON'S HEALTH APP Avon's health app is an important tool to help women prevent cancer and stay healthy.

Avon's health app will provide information about how to prevent and treat breast cancer and other health issue, and it also has an online consultation function. Women can record health-related issues on this app. In addition, users can share their experiences in online discussions. The app helps users find solutions more easily.

Mission-focus: Avon's health app reinforces our mission of focusing on women health by providing a new tool and online service to help women stay healthy.

Similar to: Fitplan App, Headspace App Difference: Avon's health app pays more attentions on research breast cancer, and it hopes to offer suggestion directly.

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PR-3

AVON GOOD SLEEP Avon good sleep is an app for people to record their sleep quality and help people stay in good sprits.

Sleep plays a crucial role in good health throughout life. Avon's sleep app tracks your quality of sleep, as well as your sleeping heart rate. It will record you the time fell asleep, sleep latency and noise, and you will get a sleep report when you weak up.

Mission-focus: Avon good sleep app reinforces our mission of focusing on women’s health by recording users' sleep conditions to help them stay healthy.

Similar to: Snail Sleep, Sleep Cycle Difference: According your report, it wakes you up during your lightest sleep phase in the morning, making you feel well-rested and ready to tackle the day.

EV-1

AVON’S BREAST CANCER SUPPORT GROUP Avon’s breast cancer support group is a group which shares information about breast cancer to improve people's awareness of this health issue.

This group offers a place for people to share their stories. We also provide materials about how to prevent breast cancer. The purpose is to raise people's awareness about this issue.

Mission-focus: Avon’s breast cancer support group reinforces our mission of caring about women’s health by opening up the dialogue and spread of information about breast cancer.

Similar to: Anti-Cancer Club, South San Francisco Women's Club Difference: There are many online club to talk about their ideas. Avon's women club prepare a place for sharing stories. People can know everyone that's helpful for communication.

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EV-2

Future Prospects

AVON'S FRIEND SPACE Avon's friend space brings people together to meet and get know to each other.

Avon friend space is an event to help people make new friends who have the same interest or similar experiences. People often focus on their work and stress themselves out, so people can come here to make some new friends and relax.

Mission-focus: Avon's friend space reinforces our mission of protecting women’ s mental health by providing a comfortable environment to help people make new friends and relax.

Similar to: Starbucks, Weichart App Difference: The reason and purpose of people come this event is make new friends and relax so they will have a positive communication.

EV-3

AVON'S VOICE An event about singing contest to help women become confident.

We will reward Avon gifts to participants and champions. This event helps people achieve their goals and challenge themselves which will help women be more confident in life.

Mission-focus: Avon's voice reinforces our mission of helping women be more confident by encouraging them challenge themselves and do something new.

Similar to: American Voice Difference: Our target audiences are women. We are not focus on the result of contest, and we want people to enjoy the process.

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EV-4

AVON MARATHON Avon urges women to challenge themselves and overcome difficulties.

Running is a way of empowering women and giving them confidence. Avon wants to promote its core values through this event. The idea of the Avon Marathon is to ensure women can be strong mentally and physically.

Mission-focus: The Avon marathon reinforces our mission of focusing on women’s health by organizing an event which is physically and mentally challenging.

Similar to: San Francisco Marathon, Rock "n" Roll Difference: We will provide a specific training plan for contestants, and we also offer free health check as reward.

EV-5

AVON NO STRESS An event to help people release stress.

Avon will conduct a pop-up event every month in different areas. The idea of this is to help people release stress from their daily lives or work. We will provide various tools, such as boxing gloves, games or soothing music, to support people vent or relax.

Mission-focus: Avon no stress event reinforces our mission of protecting women’s health in all aspects by providing women a place to help them release stress and stay healthy mentally.

Similar to: Video Game Museum Difference: We wants to reduce people's stress through these interesting ways. They can have fun in this event.

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ED-1

Future Prospects

AVON ART STUDIO Avon art studio will support women to explore their potential for selfdevelopment by different courses.

The Studio will provide different art lessons to teach women art skills. In the learning process, women could be creative and get a sense of achievement.

The goal of the studio is to help women gain confidence and be independent by practicing their new skills.

Mission-focus: The art studio reinforces our mission of helping women gain confidence by teaching new skills to be artistically creative.

Similar to: Sharon Art Studio, MoMa Difference: Other art studios are focus on how to build a world of creativity.

Avon art studio wants people enjoy the peocess and gain confident.

ED-2

AVON CLASSROOM Avon classroom teaches people to learn technology and help them to get a job.

Avon classroom is a learning place that is like a school. People can take instructional or self-led classes to learn different technologies which can be used in their daily lives or can help them get a job. We have teachers to support them and answer questions in the process.

Mission-focus: Avon classroom reinforces our mission of helping women be independent by teaching them new skills to explore their opportunities.

Similar to: Katie Skills Center Difference: Avon classroom focus on how to help peoplw be independent in the life, and people can schedule time by themsleves.

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ED-3

AVON NUTRITION KITCHEN Avon nutrition Kitchen will teach people whole-foods knowledge to help people get balanced nutrition.

Balanced nutrition supplements are another important element staying healthy. At Avon nutrition kitchen, women can attend lectures on whole foods in order to get more balanced nutrition. Avon kitchen will provide recipes and make a personal food plans to help people stay healthy.

Mission-focus: Avon nutrition kitchen reinforces our mission of focusing on women health by teaching nutrition knowledge to help people achieve a healthy body.

Similar to: Alison Nutrtion Course Difference: People can cook with recipes that we provided in a real kitchen.

We want people to practice making food not just provide resources.

EX-1

AVON SPORTS CENTER Avon sports center is a women-only gym that provides a customized course for women. It helps women to be confident by helping them get a strong body.

Avon sports center is a place for women only so that they can play sports and exercise in an environment where they feel completely comfortable and supported. Women will feel more confident by challenging themselves physically and mentally.

Mission-focus: Avon sports center reinforces our mission of protecting women’s health in all aspects by providing them with customized athletic courses to help them become more healthy and confident.

Similar to: Active Sport Club, City Sport Difference: Avon sport center will design specifically and interesting lessons to attract women to care about women's health, not just foucs on weight loss.

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EX-2

Future Prospects

AVON CARE LAB Avon care lab is a research and development center with professional teams to support women get a healthy body.

Avon care lab focuses on research and develops health care products for women's skin and body health. We have professionals do product research to determine the highest quality products for women. The purpose is to help women stay healthy.

Mission-focus: Avon care lab reinforces our mission of protecting women’s health by researching new health care products.

Similar to: Sephora, Revlon Difference: Avon care lab unlike other brands, we service for women products only.

EX-3

AVON'S OUTDOOR SPORTS GROUP Build a new social relationship based on similar interests and help people open themselves up to new thing.

Coaches will lead group members to achieve outdoor sports challenges. The group is made up of strangers because we want to provide people with more chances to help them make new friends who have similar interests. We also want to encourage people expand their social circles.

Mission-focus: Avon's outdoor sports group reinforces our mission of advocating for women’s health in all aspects by providing people more chances to make new friends and helping them build better social relationships.

Similar to: Meetup Difference: We organize outdoor sports events for women only and we focus on building a good relationship.

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EN-1

AVON CHARITABLE INSTITUTION Avon charitable institution is a company organization that does breast cancer research and helps low-income women get the breast cancer that they need.

Avon charitable institution will be built in areas which need help the most.

Avon will hire professional technical experts to focus on breast cancer research and breast cancer care.

Mission-focus: Avon charitable institution reinforces our mission of advocating for women’s health by providing medical support to women in need.

Similar to: National Breast Cancer Foundation Difference: It's not like a public organization. We have our own financial and technical support achieve this goal.

SE-1

AVON'S HEALTH CENTER Avon's health center has professional medical team services for people and reduces the likelihood of illness.

This is a free offline service for women. We will design a personal health plan for each person. Avon will invite professional doctors for consultation on breast health and other health issues and will also teach women some easy techniques about how to maintain breast health when they are at home.

Mission-focus: Avon's health center reinforces our mission of focusing on women’s health by making an individualized health plan for each person to reduce their health issues.

Similar to: Medical Center, Natural Kind Health Center Difference: Our center is provied service for free, and we are looking for a professional way to make plan for customer.

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SE-2

Future Prospects

AVON‘S JOB PLATFORM Avon's job platform is a network media to connect employers with users.

We provide more opportunities to help people be independent.

This is a website to help women find professional opportunities. The platform will give suggestions for job based on user information. Learning new technology and finding a career they really love will help women become more independent in life.

Mission-focus: Avon's job platform reinforces our mission of helping women be more independent by building a bridge to help them find a career they are really passionate about.

Similar to: Indeed.com, CareerBuilder.com Difference: It provides job information based on users' skills and considers some special conditions of women.

CO-1

AVON CLOTHING Avon clothing focuses on the research of comfortable clothing materials and fashion style to encourage women be more confident.

Avon will create athletic clothes for women that they can feel comfortable and confident in, and it’s also be a good way to encourage women going out to do more sports. We not only foucs on pyhsical heath, but also care about women's mental health.

Mission-focus: Avon clothing reinforces our mission of helping women be confident by creating fashion and comfortable clothes.

Similar to: Oysho, Nike Difference: Unlike other brands, we design clothes for women-only, and we also provide custom service.

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PR-1 PRODUCT

AVON MAGAZINE Avon magazine expresses women's thoughts from all over the world. Getting advice from people of the same-sex is often preferred.

Avon magazine will collect different people's voices from all over the world. Readers can email their stories to us, and we will select good stories to publish in the magazine. We also interview successful people and share their experiences. The purpose of the magazine is to encourage people to learn and be more confident.

Mission-focus: The voice magazine reinforces our mission of helping women gain confidence by sharing experiences and getting encouragement from other women’s stories.

Similar to: Women Health, Instyle Difference: Voice magazine cares about women and wants to listen their own thoughts. We wants to people can learn from others.

We will publish Avon magazine every month.

Women can subscribe for our magazine and read at home.

Future Prospects

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EV-1 EVENT

AVON’S BREAST CANCER SUPPORT GROUP Avon’s breast cancer support group is a group which shares information about breast cancer to improve people's awareness of this health issue.

This group offers a place for people to share their stories. We also provide materials about how to prevent breast cancer. The purpose is to raise people's awareness about this issue.

Mission-focus: Avon’s breast cancer support group reinforces our mission of caring about women’s well being by opening up the dialogue and spread of information about breast cancer.

Similar to: Anti-Cancer Club, South San Francisco Women's Club Difference: There are many online club to talk about their ideas. Avon's women club prepare a place for sharing stories. People can know everyone that's helpful for communication.

Women are sharing their stories.

Women are prepare for the group.

We have a professional teacher to help women solve problems.

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Future Prospects

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EV-4 EVENT

AVON MARATHON Avon urges women to challenge themselves and overcome difficulties.

Running is a way of empowering women and giving them confidence. Avon wants to promote its core values through this event. The idea of the Avon Marathon is to ensure women can be strong mentally and physically.

Mission-focus: The Avon marathon reinforces our mission of focusing on women’s health by organizing an event which is physically and mentally challenging.

Similar to: San Francisco Marathon, Rock "n" Roll Difference: We will provide a specific training plan for contestants, and we also offer free health check as reward.

Running for Women empowerment.

We provide rewards for winner.

There are many women join in this event to challenge themselves.

Future Prospects

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ED-1 EDUCATION

AVON ART STUDIO This art studio will support women to explore their potential for self-development.

The Studio will provide different art lessons to teach women art skills. In the learning process, women could be creative and get a sense of achievement. The goal of the studio is to help women gain confidence and be independent by practicing their new skills.

Mission-focus: The art studio reinforces our mission of helping women gain confidence by teaching new skills to be artistically creative.

Similar to: Sharon Art Studio, MoMa Difference: Other art studios are focus on how to build a world of creativity. Avon art studio wants people enjoy the peocess and gain confident.

Our studio will display people's art work to improve their confidence.

We also teach pottery skill to make women be creative.

Avon art stuido provide a dreat environment for people.

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ED-2 EDUCATION

AVON CLASSROOM Avon classroom teaches people to learn technology and help them to get a job.

Avon classroom is a learning place that is like a school.

People can take instructional or self-led classes to learn different technologies which can be used in their daily lives or can help them get a job. We have teachers to support them and answer questions in the process.

Mission-focus: This classroom reinforces our mission of helping women be independent by teaching them new skills to explore their opportunities.

Similar to: Katie Skills Center Difference: Avon classroom focus on how to help peoplw be independent in the life, and people can schedule time by themsleves.

People work for their lessons.

People can schedule their time to take lessons, and we provide one-on-one instruction service.

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EX-1 EXPERIENCE

AVON SPORTS CENTER Avon sports center is a women-only gym that provides a customized course for women. It helps women to be confident by helping them get a strong body.

Avon sports center is a place for women only so that they can play sports and exercise in an environment where they feel completely comfortable and supported.

Women will feel more confident by challenging themselves physically and mentally.

Mission-focus: The sports center reinforces our mission of protecting women’s health in all aspects by providing them with customized athletic courses to help them become more healthy and confident.

Similar to: Active Sport Club, City Sport Difference: Avon sport center will design specifically and interesting lessons to attract women to care about women's health, not just foucs on weight loss.

Avon sport center has customized courses for pregnant woman.

We service for different ages of women who wants to be health.

Avon sport center provides a customized program for women.

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EX-2 EXPERIENCE

AVON CARE LAB Avon care lab is a research and development center with professional teams to support women get a healthy body.

Avon care lab focuses on research and develops health care products for women's skin and body health. We have professionals do product research to determine the highest quality products for women. The purpose is to help women stay healthy.

Mission-focus: The lab reinforces our mission of protecting women’s health by researching new health care products.

Similar to: Sephora, Revlon Difference: Avon care lab unlike other brands, we service for women products only.

We will choose different high quality ingredients to do research.

Researchers need to test products.

The proecss of product production.

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SE-1 SERVICE

AVON'S HEALTH CENTER Avon's health center has professional medical team services for people and reduces the likelihood of illness.

This is a free offline service for women. We will design a personal health plan for each person. Avon will invite professional doctors for consultation on breast health and other health issues and will also teach women some easy techniques about how to maintain breast health when they are at home.

Mission-focus: This center reinforces our mission of focusing on women’s health by making an individualized health plan for each person to reduce their health issues.

Similar to: Medical Center, Natural Kind Health Center Difference: Our center is provied service for free, and we are looking for a professional way to make the plan for all customers.

We have professional doctor to help women make health plan.

We provide considerate services for women of different ages.

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Chapter Name

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CO-1 CO-BRANDING

AVON CLOTHING Avon clothing focuses on the research of comfortable clothing materials and fashion style to encourage women be more confident.

Avon will create athletic clothes for women that they can feel comfortable and confident in, and it’s also be a good way to encourage women going out to do more sports. We not only foucs on pyhsical heath, but also care about women's mental health.

Mission-focus: Avon clothing reinforces our mission of helping women be confident by creating fashion and comfortable clothes.

Similar to: Oysho, Nike Difference: Unlike other brands, we design clothes for women-only, and we also provide custom service.

Avon clothing store have different styles for customers.

Comfortable underwear is important for women.

We also focus on fashion style to help women be more confident about their appearance.

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03/ VISUAL STANDARDS GUIDE Designed by Xinyi (Rachel) Li GR604_Nature of Identity Instructor: Hunter Wimmer Photo Credit: unsplash.com pinterest.com Printing & Binding: Blurb.com Paper: #100 Uncoated Text