EXPLORE YOUR TRUE BEAUTY AVON rebranding guide book
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EXPLORE YOUR TRUE BEAUTY AVON rebranding guide book
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Beauty is a light in the heart
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CONTENTS THE STORY OF AVON \11 About us \12 Our past \18 Our new start \25 Our believes \29 Our friends
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THE NEW LOOK OF AVON \36 Logo \46 Typeface \48 Color \54 Business System
THE NEW LIFE OF AVON
\60 Beyond Cosmetics \62 Knowledge Center \72 Relaxation Center \90 Beauty Center
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THE STORY OF AVON About us Our past Our new start Our believes Our friends
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Avon is the company that stands for beauty, innovation, optimism, and above all for women
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About Us
ABOUT US Avon is a company that brings beauty to the lives of women all over the world. It directly sells beauty, household, and personal care products. Avon initially recruits female sales representatives, since the company believed that women had a natural ability to network with and market to other women. Avon uses door-to-door sales people to advertise its products. Avon also provides trainings to help women who want to become sales representatives, and then each representative is an independent sales running their own business. Now, Avon believes that the beauty on the outside is not enough. By motivating the women to learn more about natural beauty, to build confidence and bring out their inner beauties.
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Our Past
HISTORY The roots of Avon can be traced back to 1886, when struggling door-to-door salesman David McConnell made the decision to sell perfumes, rather than books to New York homes. Known in those days as The California Perfume Company, the business quickly prospered and our founder David H. McConnell, appointed his first General Agent, Mrs Albee. At a time before women even had the right to vote, Mrs Albee was instrumental in establishing the unique sales method that continues to be Avon's hallmark today. Having been enchanted by the beauty of Stratford upon Avon during a visit to England, David McConnell was inspired, and in 1939 he chose the name 'Avon' for his growing international company. AVON today is the number 1 direct selling beauty company in the world and for 125 years has economically empowered women in over 100 countries. Avon began its operations in India in September 1996 and has presence across the country. The company opened its first Manufacturing Facility in Dehradun in April 2010 and has state-of-the-art Avon Beauty Zone in 7 cities
namely Delhi, Mumbai, Bangalore, Kolkata, Pune, Chandigarh and Chennai. The Avon product line includes such recognizable brand names as Avon Color, ANEW, Solutions, Avon Naturals, Little Black Dress among others. Avon also markets an extensive line of fashion jewelry & accessories. Avon stays at the forefront of the beauty marketplace by bringing leading-edge, technologybased products to women around the world. A global beauty icon, a world leader in lipsticks, fragrances and anti-aging skin care makes Avon a top global brand.
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One of the most enduring and iconic images of women's entrepreneurship is the Avon Lady. For more than 125 years, Avon Representatives have brought beauty into the lives of women -- first at home through door-to-door sales, then in the workplace to colleagues and friends, and now online. Through economic boom times, depressions, world wars and other crises, what's united Representatives over the decades and across continents is their dedication to building personal relationships with the customers they serve. It’s a commitment that’s both timeless and universal.
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Our Past
1886
1928
1936
1965
David McConnell
For the first time,
McConnell renamed
Avon started
the California
California Perfume
the company Avon.
the Avon
Perfume Company
Company uses the
Foundation
in New York City.
Avon name on products.
in the U.S.
Avon entered The Avon logo,
Avon became a
introduced on a
publicly-traded
cosmetics line.
company.
1929
1946
Japan, expanding its operations to the Asian Pacific market.
1969
15
1989
2003
2007
2014
Avon was the first
Avon launched
Avon kicked off
With a new version,
major cosmetics
mark., its
its global “Hello
we introduce a
company to announce
brand for
Tomorrow” campaign.
whole new AVON
a permanent end to
young women.
animal testing.
Avon launched its domestic violence Avon U.K. launched
program, “Speak Out
the Breast Cancer
Against Domestic
Crusade to raise
Violence,” with celeb-
funds and awareness
rity spokesperson
for breast cancer.
1992
Salma Hayek.
2004
Avon launched “Hello Green Tomorrow,” an initiative to empower a global women’s movement to nurture nature.
2010
2024 AVON Future
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THE PATH WE WALKED THROUGH We are the company that always best understand and satisfy the product, service, and self-fulfillment needs of all women. We were focusing on mainly the cosmetic products. It’s our goal to make women become beautiful.
Our Past
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A ROAD AHEAD OF US Avon currently has a very wide range of audience. We would like to change that and focusing on the working women, who are having passions in their jobs. Instead of selling cosmetic products, Avon will be promoting natural beauty. We deeply believe that beauty should be coming from inside out. We will be helping our customers to build confident by empowering their healthy and beautiful images. I am going to use a mixture of calm and desaturated color on the brand, to express the meaning of healthy professional.
Our New Start
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Our New Start
AVON POSITION Pricey
AVON before Dior
CHANEL
AVON now
Make Up For Ever
M.A.C.
Narrow Variety
Wide Variety
Urban Decay
DHC
CoverGirl
Revlon Maybelline New York L’Oreal
Affordable
Mary Kay
AVON
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Accessible
Yoga Tree
AVON
Yoga Garden SF
Spa Lady
Mental
Physical
AVON’s goal is always trying to make women beautiful. We used to sell cosmetic products to build women’s beauty. Form now, we are focusing more on helping our customers to building their inner beauty. We believe that beauty is not only outer beauty, but also inner beauty. To achieve this goal, we are changing our overall design style from elegant to natural, organic feeling.
International Orange
SenSpa
Spa Vitale Burke Williams Kabuki Springs and Spa
Inaccessible
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Our New Start
A NEW VISION Avon currently has a very wide range of audience. We would like to change that and focusing on the working women, who are passionate about their jobs. Instead of selling cosmetic products, Avon will be promoting natural beauty. We deeply believe that beauty should be coming from inside out. We will be helping our customers to build confident by empowering their healthy and beautiful images. I am going to use a mixture of calm and desaturated color on the brand, to express the meaning of healthy professional.
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Our Believes
Avon’s mission is to promote natural beauty, to bring confidence to all women by empowerment
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JUST
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BE YOURSELF
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A NEW VISION A NEW AVON
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AMANDA
Girl Next Door
She is a nurse who works in a public hospital. She loves her job because she likes to help people, and she feels so satisfied from helping people. Many people like to talk to her and listen to her advice because she is always having a smile on her face, and always positive. She loves to work with people because she can learn different skills from them. She always encourages people to pursue their dreams because you never know about the future if you don’t do it.
SUSAN
Garden Lover
She is a teacher, so she has regular working time. She likes to do gardening in her free time, because she loves to eat the vegetable that she grows by herself. She is very proud of her beautiful garden. She doesn’t really go out to eat because she thinks the food that made in the restaurants contain too much MSG. She always wants to know how to live healthier, and search a lot of information about it. She will give it a try when she knows something that is good for health.
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JOANNA
Our Friends
Fresh Gradute
She just graduated from the university and started looking for jobs. She wants to give a good impression in the interviews. She is a shy person, and gets nervous easily because she has really low self-esteem. She doesn’t have too much money to spend because she needs to pay rent. She starts going to gym since freshman year and she cares about how many calories she eats, so that she can keep a healthy body.
BLAIR
Silver Spoon
She grew up in a wealthy family. She is a shopaholic, and a lot of the things that she bought are still unused. She works in her family owned company, but she still working hard because she doesn’t want to be looked down upon. She eats only organic food, and she doesn’t eat much meat because she wants to maintain a slim body. She likes doing yoga every night before going to bed to clear her mind.
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LAURA
Stay Home Mom
She works from home, and has two toddlers to take care of. She is living in an apartment now. She haggles over every ounce for spending on everything because she wants to save up the money to buy their own house since she was moving a lot when she was young. She wants to give her children a stable place to grow up in. She spends her money mostly on grocery shopping. She goes to shop for clothing once a while, but she rather spends money on her kids. She mostly cooks at home because she wants her family to eat healthier and save money from eating outside.
EMMA
White Collar
She starts working for only a few years and working hard to earn money. She wants to have a better life, so she doesn’t want to over spend money. She goes running every day after work for stress relief. She always cooks at home because eating outside costs a lot of money. She doesn’t drink coffee, but she makes fruit and vegetable juice every morning.
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“
The best part of beauty is that which no picture can express.
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THE NEW LOOK OF AVON Logo Color Typeface Business System
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Logo
OUR BRAND NEW LOOK Our logo is the most visible element of our identity. It’s a guarantee of quality that unites our diverse products and services. We use the same version in print, on screen, and on the side of our buildings. It’s simple. Easy to understand. Our logo is focusing on combing three circles, which represent soul, mind, and body. The leaf reinforces the natural characteristic of the brand. The three leafs express feelings of confident, passion, and an optimistic image of the company. The curvy and smooth shape gives an overall organic flow and a sense of relaxation. While it is a simple logo, we must treat it nicely. The following pages cover the correct usage to ensure the logo always looks its best.
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0.5� wide
Minimum size
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LOGO PROCESS To better represent the brand new AVON, we decided to redesign our logo to match the natural, organic feeling of the new AVON. We started from letter A with floral, then developed it into a special three leafs shapes. This is our brand new vision, our brand new AVON.
Logo
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Logo Rotated 10째
Structure of logo
Align with three circles
Rotated 10째
Structure of logotype
Creating based on the geometric shape
41 Clear Space
1X
1X
When the logo is placed, it should be kept clear of competing text, images and other graphic elements. The green squares represent the minimum clear space required around any application of the primar y signature. Clear space is measured by a unit (x) equal to the heights of the letter A. To accomplish this, there should be at least 3x around the graphic.
3.25X
0.5X
X
1X
1X
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Logo
ALTERNATE LOGO VARIATIONS The AVON logo is available in various colors for printing methods. Icon with only logo should only be used when space is limited or a version of the primary logo is not suitable for reproduction on materials, such as embroidery or small vinyl lettering. Apply the same usage standards as the primary logo, and always consider the primary logo for use first. Always choose a color that will create enough contrast between the background and the different components of the logo.
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Show in spiritual green
Show in black
Reversed with white
Icon only
Logotype only with spiritual green
Logotype only with black
Logotype only reversed with white
Logotype only with mind blue
If you don’t have control over the background, render the logo either in all black or reversed to white, depending on the darkness of the background.
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Logo
LOGO DON’TS It is important that the logo is always displayed correctly. This includes always using the correct colors, typeface, and positioning of all elements.
Don’t rearrange the logo
Don’t stretch the logo
Don’t rotate the logo
Don’t flip the logo
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Don’t use drop shadow
Don’t switch the colors
Don’t change the typeface
Don’t use outline
Don’t use transparency
Don’t mix colors from the palette
Don’t change the proportions of the logo
Don’t use other colors
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Typeface
TYPOGRAPHY Typography is an important aspect for the brand. The AVON’s typefaces for printed materials are Arnhem Pro and Monitor Pro. They feature a clean, contemporary look, are easy to read and contribute to the image of AVON. It is recommended to use Monitor Pro Normal or Medium for headlines. For body text, it is recommend 10 point Arnhem Blond or Normal weight for body text with 14 point leading. If body text is short in length, 11 point to 14 point Arnhem may be used.
Fonts should never appear smaller than 8 point for Title text and 7 point for body copy. Arnhem and Monitor are designed by Dutch designer Fred Smeijers. Arnhem released through OurType in 2002. Created with editorial usage in mind, Arnhem excels in setting long passages of text. Monitor released in 2000 as a custom typeface for office use. Now Monitor emerges, fightingfit, from the office into the wider world of intelligent typography.
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Aa Aa Monitor
Arnhem
Blond
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 “:!@#$%&*()?
Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 “:!@#$%&*()?
Normal
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 “:!@#$%&*()?
Normal
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 “:!@#$%&*()?
SemiBold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 “:!@#$%&*()?
Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 “:!@#$%&*()?
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Color
PRIMARY PALETTE The AVON’s primary colors are Spiritual Green, Mind Blue and Body Yellow. These three colors represents our company, and should always be used properly to reinforce brand equity. The primary palette should be used as a first line solution when making color decisions. Note: Never rely on the output from your desktop printer or computer screen to match colors from the color palette.
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Pantone 325 C Pantone 7472 U C-60 M-0 Y-30 K-0 R-91 G-196 B-191 HEX# 5bc4bf
SPIRITUAL GREEN
MIND BLUE
BODY YELLOW
Pantone 7682 C Pantone 285 U C-75 M-45 Y-0 K-0 R-68 G-127 B-193 HEX# 447fc1 Pantone 129 C Pantone 7404 U C-0 M-20 Y-90 K-0 R-255 G-204 B-50 HEX# ffcc32
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Color
SECONDARY PALETTE A secondary color palette has been selected to complement the primary color palette. It consists of nine colors. The secondary palette should be used only in combination with AVON Spiritual Green, Mind Blue, or Body Yellow, and to help highlight, define a hierarchy or add depth to content as necessary.
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Pantone 7579 C Pantone 166 U C-60 M-30 Y-5 K-5 R-99 G-147 B-191 HEX # 6393bf
Pantone 7723 C Pantone 7738 U C-60 M-0 Y-65 K-10 R-95 G-176 B-120 HEX # 5fb078
Pantone 144 C Pantone 130 U C-0 M-55 Y-100 K-0 R-246 G-139 B-31 HEX # f68b1f
Pantone 2975 C Pantone 290 U C-35 M-0 Y-0 K-0 R-157 G-220 B-249 HEX # 9ddcf9
Pantone 7485 C Pantone 7485 U C-15 M-0 Y-30 K-0 R-218 G-235 B-193 HEX # daebc1
Pantone 120 C Pantone 113 U C-0 M-15 Y-70 K-0 R-255 G-215 B-104 HEX # ffd768
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Color
Pantone 304 C Pantone 304 U C-15 M-0 Y-8 K-0 R-214 G-238 B-234 HEX # B3FFEB
Pantone 7527 C Pantone 1 U C-5 M-5 Y-15 K-0 R-240 G-234 B-216 HEX # f0ead8
Pantone 752 C Pantone 7515 U C-0 M-20 Y-25 K-10 R-229 G-191 B-169 HEX # F2B896
Pantone 427 C Pantone 2 U C-0 M-0 Y-0 K-20 R-209 G-211 B-212 HEX # d1d3d4
Pantone 1 C Pantone 1 U C-3 M-3 Y-6 K-0 R-245 G-241 B-235 HEX # f5f1eb
Pantone 7499 C Pantone 7499 U C-0 M-5 Y-35 K-0 R-255 G-237 B-179 HEX # ffedb3
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“A woman's true beauty is not found in her skin color, her hair texture, or her figure. It's found in her heart,her soul,her spirit.” —Alexa Dolmo
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BUSINESS SYSTEM The stationery of AVON includes business card, letterhead, and envelope for any communication or public relation purposes.
Business System
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Outer beauty pleases the eye. Inner beauty captivates the heart.
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THE NEW LIFE OF AVON Beyond Cosmetics Knowledge Center Relaxation Center Beauty Center
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Beyond Cosmetics
BEYOND COSMETICS In order to achieve the goal of embracing inner beauty, we extend our brand to help women to build their beauty form inside out. We provide three different centers which include an overall soul, mind, and body products, services, experience, events, environments, and education.
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Knowledge Center
AVON Knowledge Center AVON knowledge Center is a place focusing on personal improvement motivation. We are here to help you gain new knowledge, life experience, and new vision.
We provide: _Library _Life Coaching _Stress Management Class
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LIBRARY AVON Library helps you connecting to the world of information and ideas. With a daily commitment to excellence and innovation, we select and create, organize and protect, provide and teach access to resources that are relevant to most helpful and useful information that you will need. You can enjoy your peaceful afternoon with sunshine and books in here.
Knowledge Center
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Knowledge Center
LIFE COACHING As your Life Coach, we’ll help you to discover what’s really most important to you in your life. Then we will help you designing a plan to achieve those things. We’ll work with you to eliminate any obstacles or blocks that stand in your way. We are also your partner that accompany with you all the way to success. When you achieve your goal, then it’s time for us to celebrate with you!
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STRESS MANAGEMENT CLASS Our stress management class will help you to learn how to better identify and characterize your sources of stress and learn new, more productive skills for stress management and personal well being. We will help you to get rid of all the stresses and to enjoy every moment in your life.
Knowledge Center
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“Happiness and confidence are the prettiest things you can wear�
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Relaxation Center
AVON Relaxation Center AVON Relaxation Center offers various body treatments to soothe aching muscles and to relieve tension and stress. We will help you be the best you can be.
We provide: _SPA _Essential Oils _Women Gym _Healthy Eating Program _Vitamins and Supplements
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SPA With our spa and massage services you’re getting an expert’s rhythmic and relaxing touch. With an aromatic pillow for your eyes, a choice of aroma therapy oil, and a heated pillow for your neck, our massage offerings will restore balance to mind and body.
_SPA _Massage
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Relaxation Center
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ESSENTIAL OILS Breathe deeply. With AVON essential oils and oil blends, you will be brought to a sensory journey that can help you instantly soothe, enliven, or balance both body and mind.
Relaxation Center
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WOMEN GYM AVON women gym is all about motivation, innovation, strength and conditioning. Our goal is to allow you to reach your full potential. We combine industr y best practices with the latest product and service offerings, while maintaining our signature culture. We also offer yoga class. Whether you are new or you are an experienced athlete, yoga offers deep relaxation. After our yoga class, you can relax and stretch your tired muscles, returning grace and flow to your body. Best of all, you will be able to improve or maintain your fitness level, and find balance in your life while enjoying the company and support of other women in a club created for women.
_Fitness Center _Yoga Class _Sport goods
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Relaxation Center
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YOGA CLASS Yoga is not just about working out, it’s about a healthy lifestyle. Yoga can change your physical and mental capacity quickly, while preparing the mind and body for long-term health. In here, you can find a total peace and relax feeling after our yoga classes.
_Yoga for beginners _Anusara yoga _Ashtanga yoga _Vinyasa Yoga _Hatha Yoga _Meditation
Relaxation Center
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SPORT GOODS Athletic aesthetic is not only a term, but it’s a style. That’s also what AVON promises you; beautiful, comfortable, and suitable sportswear. We introduce you to a brand new experience and definition of sports goods.
Relaxation Center
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Relaxation Center
HEALTHY EATING PROGRAM AVON Healthy Eating Program can help you adopt a diet that will promote health and maintain your body shape. We focus on simple, healthy, inexpensive, and delicious food that you can make at home.
_Cooking Classes _Nutrition and exercise research studies
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Relaxation Center
VITAMINS AND SUPPLEMENTS To keep itself running smoothly, your body requires an array of essential nutrients, ranging from disease-fighting antioxidants to bonebuilding heavy metals. As a professional working woman, you may not have enough daily supplements from food. AVON vitamins and supplements help you maintain your overall health.
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“A great figure or physique is nice, but it's self-confidence that makes someone really sexy.�
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Beauty Center
AVON Beauty Center AVON Beauty Center has all in one beauty salon which includes makeup service, hair styling, nail service. Further more, we offer stylists to help you pick the perfect dresses, hairstyle, and makeup style for you. Also, we have table manners class, so you will know how to act, how to eat, and how to talk during the meal. We have created a unique style that puts emphasis on natural beauty care, so that our customers will be able to enjoy a natural, long lasting beauty that becomes part of their personal charisma.
We provide: _Beauty Salon _Personal Stylist _Table manners Class
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BEAUTY SALON In our all in one beauty salon, you can have your makeup, hair styling, and nails done at the same time without going to different salons.
_Makeup _Hair styling _Nails
Beauty Center
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Beauty Center
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PERSONAL STYLIST We know how to accentuate the positive attributes of what you dress. Choosing the right outfit to flatter you—in a way that is appropriate for each event. Our job is to help you become the shinning star in your event!
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Beauty Center
From top to bottom, we provide you an all-round service.
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TABLE MANNERS CLASS As meals are social events, it is essential to practice proper manners. This includes setting the table, serving yourself and others, using utensils, and cleaning up. It also can mean dealing with those unexpected dining difficulties. We will help you to be proud of yourself under any social situations.
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Beauty Center
Dining with good manners is an important way to make a great lasting impression. That’s why we are here to help you.
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“Whole life is a search for beauty. But, when the beauty is found inside, the search ends and a beautiful journey begins.�
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EXPLORE YOUR TRUE BEAUTY AVON rebranding guide book Designer // Valerie Huang E-mail // valeriehjw@gmail.com School // Academy of Art University Class // GR 604 Natural of Identity, FA 2014 Instructor // Hunter Wimmer
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