AVON_The visual standards manual by Yizhuo Liu

03 THE VISUAL STANDARDS MANUAL

Avo

THE VISUAL STANDARDS MANUAL

Avon

The Visual Standards Manual

01 02 03

THE NEW LOGO Logo Anatomy

Clear Space

Size Variation

Colors

Logo Variation

Incorrect Uses

THE NEW VISUAL Color Palette

Typography Standards

THE NEW FUTURE The Future

Avon

The Visual Standards Manual

Chapter 01

THE NEW LOGO

Logo Anatomy Clear Space Size Variation Colors Logo Variation Incorrect Uses

Avon

The Visual Standards Manual

LOGO ANATOMY

• A triangle reaches to the top • Initial letter of Avon • Curvy lines symbolizes elegant females

• Logotype of Avon is based on the geometric shape • The curvy line of letter A and V is from the logo mark

01 LOGO ANATOMY

45째 X

130째

45째 3x

X X

Avon

The Visual Standards Manual

CLEAR SPACE Clear space is the minimumâ&#x20AC;?breathing roomâ&#x20AC;? maintained around the brand mark. It should be kept free from graphics, text and other marks. It also defines the minimum distance from the brand mark to the edge of a printed piece.

03 C L E A R S PAC E

THE SIGNATURE X

THE LOGOTYPE

Avon

The Visual Standards Manual

SIZE VARIATION

The minimum size refers to the smallest dimensions allows for brand mark versions. It is stated as a minimum width.

LARGER THAN 1 INCH

05 SIZE VARIATION

SMALLER THAN 1 INCH

SMALLER THAN 1/2 INCH

SMALLER THAN 1/4 INCH

Avon

The Visual Standards Manual

COLORS

Passion red and gray are the primary colors for Avon logo. The secondary colors are used for different Avon extensions. The inspiring yellow with silver is for Avon Academy. The fresh green with silver is for Avon Foundation. The bold blue with silver is for Avon Center and Avon Media .

PRIMARY COLORS â&#x20AC;˘ Passion Red R: 237 G: 128 B: 36 #ED1C24 â&#x20AC;˘ Grey R: 77

G: 77

#4D4D4F

B: 79

07 COLORS

SECONDARY COLORS • Inspiring Yellow R: 254 G: 188 B: 17 #FEBC11 • Silver R: 192 G: 192 B: 192 #C0C0C0

• Fresh Green R: 128 G: 195 B: 66 #80C342 • Silver R: 192 G: 192 B: 192 #C0C0C0

• Bold Blue R: 83

G: 183 B: 232

#53B7E8 • Silver R: 192 G: 192 B: 192 #C0C0C0

Avon

The Visual Standards Manual

LOGO VARIATION

The signature and logotype of Avon on different color backgrounds and images.

[1] The logotype should be basic black color when it is placed on white or light color backgrounds. [2] The logotype should be basic white color when it is placed on black or dark color backgrounds. [3] [4] [5] [6] The signature should be white-out when it is placed on the Avon secondary color background. [7] The right signature color on the dark images. [8] The signature should be white color when it is placed on the deep colored patterns.

09 LOGO VARIATIONS

[1]

[2]

[3]

[4]

[5]

[6]

[7]

[8]

Avon

The Visual Standards Manual

INCORRECT USES

The Avon logo mark and logotype should not be altered in any way, such as extending, condensing, outlining, adding borders, special effects or drop shadows, or attaching other words or graphics. The graphics on these pages are a few examples of incorrect usage and alterations of the Avon logo mark and logotype. [1] Do not change the placement of logotype into a curvy line. [2] Do not reduce the kerning of the logotype. [3] Do not extend the signature. [4] Do not change the placement of the logo mark and logotype in this way. [5] Do not fill the logo mark with gradient colors [6] Do not add shadows behind the signature. [7] Do not place the signature on the background with busy pattern. [8] Do not place the signature on the background with busy photography.

11 INCORRECT USES

[1]

[2]

[3]

[4]

[5]

[6]

[7]

[8]

Avon

The Visual Standards Manual

Chapter 02

THE NEW VISUAL

Color Palette Typography Standards

Avon

The Visual Standards Manual

COLOR PALETTE

Avon has more than 30 products and service, each of them fulfills Avon’s value differently. When using our logo palette, please consider different purpose and values the colors represent, and use them accordingly.

• Passion Red

• Grey

R: 237 G: 128 B: 36 C: 0

M:100

Y:100

K:0

#ED1C24

G: 77

B: 79

C: 0

M: 0

Y: 0

R: 192 G: 192 B: 192 K:85

#4D4D4F

• Passion Red & Avon Gray: As the primary colors for Avon logo, the passion red and Avon gray represent a modern, and elegant feeling. Please using those on most our type settings. • Silver: As the secondary color, the silver is mature and sophisticated. • Inspiring Yellow: As the secondary color, the inspiring yellow conveys cheerfulness and intellect. It is used for Avon Academy.

• Silver

R: 77

C: 25

M: 20

Y: 20

#C0C0C0

• Fresh Green: As the secondary color, the fresh green represents harmony and safety. It is used for Avon Foundation. • Bold Blue: As the secondary color, the bold blue symbolizes confidence and stability. It is used for Avon Center and Avon media.

K:0

13 CO LO R PA L E T T E

• Inspiring Yellow

• Fresh Green

R: 254 G: 188 B: 17 C: 0

M: 28

#FEBC11

Y: 100

• Bold Blue

R: 128 G: 195 B: 66 K:0

C: 55

M: 0

#80C342

Y: 100

K:0

R: 83

G: 183 B: 232

C: 60

M: 10

#53B7E8

Y: 0

K:0

Avon

The Visual Standards Manual

?& Avenir Black

Din Bold

Din Regular

TYPOGRAPHY STANDARDS Typography helps to center Avon brand identity and should be used consistently across campus. To ensure that all of our visual communication is consistent, Avon uses select group of preferred typefaces to express itself. • Avenir Black It has a modern shape, which represents the feeling of Avon. It used for the headline and title. • Din It has condensed body that feels smart. It used for subtitle and body copy. • Gotham Condensed It gives an elegant feeling, which is suitable for Avon. It used for the footer.

TYPOGRAPHY STANDARDS

!” Gotham condennsed

Avon

The Visual Standards Manual

Chapter 03

THE NEW FUTURE

The Future

Avon

The Visual Standards Manual

THE FUTURE

THE FUTURE Avon will be inspiring and empowering women by enhancing their natural talents and helping them to build self-esteem. From individual, community to society, Avon enables women to evoke their power and special characteristics. INDIVIDUAL Discovering and inspiring womenâ&#x20AC;&#x2122;s nature talent.

COMMUNITY Connecting with the community to build the inside beauty of women.

SOCIETY Cultivating vocation skills to empower women.

Avon

The Visual Standards Manual

BRAND CHART

The “Empowering women” chart represents how Avon evokes women’s power through individual, community and society.

SOCIETY

A2 A5

A4 F10 M3

M6 F7

C6 INDIVIDUAL

C1 C4

“EMPOWERING WOMEN”

COMMUNITY

19 THE FUTURE

AVON ACADEMY

AVON FOUNDATION

PRODUCTS

A1. Business Program

Volunteer Program

SERVICES

A2. Technology Program

A3. Language Program

A4. History Program

A5. Art Program

A6. Avon Library

A7. Scholarship

AVON CENTER

EV EN EV EV

C1. Women’s Studio

EN EX

C2. Fitness Center

C3. Outdoor Activity Club

C4. Women’s Clinic

C5. Women’s Shelter

C6. Stress Management

C7. Avon Cafe

F2. Volunteer Abroad

EX EXPERIENCES

F3. Running For Disease

ED EDUCATIONAL OPPORTUNITIES EV EVENTS

ED EX

EN ENVIRONMENTS

Career Center S

F1. Food Bank

EX ED

F4. Resume Training Center F5. Career Consultant F6. Mentoring Programs F7. Leadership Workshop F8. Internship Center F9. Avon Conferences

F10. Avon Financial Service

M1. Avon Online magazine

AVON MEDIA EX

M2. Avon Talk show

M3. Avon YouTube channel

M4. Avon Discussion Board

CO P EN

M5. Avon Store M6. Avon Museum

CO CO-BRANDING

Avon

The Visual Standards Manual

AVON ACADEMY Business Program

The business programs include business analytics and business management. It helps our audiences to learn how to use data to detect trends, predict the most-likely scenarios and make optimal decisions about everything from daily operations to high-level strategies. Our audiences will learn how to make their work days more effective. Technology Program

It offers several levels of well-designed programing courses for our audiences who are interested in the technology field for their future careers. The courses also include basic computer skills for our audiences who do not have any experiences with computers. Language Program

It offers different language courses for our audiences to take. Having multiple Language ability benefits our audiences if itâ&#x20AC;&#x2122;s related to their career or as they are running business in the future. History Program

It offers history studies for our audiences who are interested in human history. It inspires individuals to make informed decisions and thoughtfully address the challenges of a changing society. Art Program

It enables our audience who are interested in art and design field, and gives them chances to learn the professional courses for their future. Avon Library

It offers a common space with many academy resources, which includes the business, technology, history, art and design for our audiences. Scholarship

Avon is providing a limited number of income-based scholarships for our audiences who cannot afford to pay full price for the school.

THE FUTURE

Avon

The Visual Standards Manual

23 THE FUTURE

AVON CENTER Women’s Studio

ED EX

This studio offers many different workshops for our audiences, which is focusing on discovering women’s nature talents. The studio includes handcrafting, painting, singing, dancing, cooking, photography, pottery, and beauty. Fitness Center

EN EX

The fitness center is an indoor gym, which offers personal coaching and customize training courses for our audiences to keep fit and healthy. Outdoor Activity Club

The outdoor activity club offers several outdoor activities for our audiences, which includes yoga, and hiking group, women’s soccer team, etc. It allows audiences to get closer to the natures. Women’s Clinic

Women’s clinic is a health care clinic for women. It includes family planning, pregnancy test, complete obstetrical services, breast and cervical cancer screening, etc. Women’s Shelter

Avon women’s shelter offers multiple approaches to reducing violence against women. It advocates for more effective laws to help our audiences who have physical, sexual and psychological violence. Stress Management

The weekly boot camp for our audiences to meet and talk about stress management. The coaches offer advices and help people to walk through it. Avon Cafe

It is a comfortable common space for our audiences to relax and share cheerful moment with friends they meet.

Avon

The Visual Standards Manual

25 THE FUTURE

AVON WOMENâ&#x20AC;&#x2122;S FOUNDATION Volunteer program Food Bank

It offers the free foods for low-income single mom at a local open space. Our audiences are able to be volunteers to help them as well. Volunteer Abroad

EN EV

Volunteers have a chance to get closer to the women in the world. By teaching them handcrafting, vocational skills, and offering advanced business, Avon supports and empowers women from all of the world. Running for Disease

The events are helping women to against the disease. It gives people a chance to care about women more, and educate people about womenâ&#x20AC;&#x2122;s disease. Career Center Resume Training Center

The resume training center gives our audiences chances to learn and make their own professional resumes and portfolios. Career Consultant

It offers advice for our audiences who have concerns about their future, and helps them to make plans about their career. Mentoring Program

It offers an opportunity for one pair of participants, mentees, and mentors, to share their experiences and knowledge with the real world working experiences. Mentees get benefit from experienced and successful mentors. Leadership Workshop

EX ED

It focuses on leadership training. It helps our audiences to evoke their potential, and develop one essential leadership skill by several designed courses. Internship Program

It offers several big company internship for our audiences before they step into the real business world for their careers. Avon Conferences

The weekly conference invites famously succeeded women to share their useful experiences and special stories with our audiences. Avon Financial Service

Avon offers financial service for particular audiences who are running their own business. It offers many benefits for their finances .

Avon

The Visual Standards Manual

27 THE FUTURE

AVON MEDIA Women Online magazine

Women magazine is an Online magazine which is focusing on both personal life and the business world for our audiences. It gives our audiences inspirations on their lives, and offers information about the current business world. Avon Talk Show

It’s a TV program for women. The audiences at Avon center and school are invited to participate in the programs as guests. It talks about women’s frustration in both their personal lives and careers. Avon YouTube Channel

Avon YouTube Channel offers weekly video about advocacy of women empowerment for our audiences. It also offers the video of conferences and TV talk show for people who have missed them. Avon Discussion Board

It offers a platform for our audiences to discuss with each others. It enables them to have opportunities to share their ideas about business, violence issues, and health problem. Avon Store

CO P

It sells the handmade products from women in all of the world and great works from women studio. The Online store corporates with AmazonSmile. The profit is for supporting the women in poor countries. Avon Museum

It is a museum about succeeding women in history. It gives people a chance to know about the women’s empowerment history, and the audiences are able to get inspiration from it as well.

CITED huffingtonpost.com lookbook.com consumerguide.com lifexpe.com facebook.com tumblr.com WordPress.com huffingtonpost.com ceilingbreakers.co

Avon

The Visual Standards Manual

This book is a non-commercial work produced as a student project for educational purpose. All content for The Visual Standards Manual was collected, conceived, written and designed by Yizhuo Liu. DESIGN CONSULTATION

Hunter Wimmer, GR 604 Nature of Identity Academy of Art University

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