Avon Visual Standards Guide by Yi-Han Hsia

Visual Standards Guide

AVON

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03 Visual Standards Guide

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VISUAL STA NDAR DS GUIDE

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R EPR ESENT

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R EPR ESEN T

Contents

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01 New aspects 08 New logo 10 Logo formula 12 Logo component 14 Logo anatomy 15 Clear space 20 Incorrect usage 22 Dimensions parameters

02 New look 28 Colors 30 Typography 38 Linguistic sign

03 New actions 44 Avon's action map 46 Social Division 52 Retail Division 54 Community Division 56 Education Division 58 Medical Division 58 Media Division

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New aspects New logo Logo Formula Logo components Logo anatomy Clear space Incorrect usage Dimensions parameters

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New logo

“Our new logo represents Avon’s new aim: To empower women in the world be brave and live their lives with confidence.”

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The central concept of our new logo is â&#x20AC;&#x153;A+.â&#x20AC;? The letter A always present the first and the best one. Avon is the first company that empowered women before others did. No matter where they are, we do our best to take care of all women in different life stages and strengthen their capacities.

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Logo formula

Women Feminine Beauty Wisdom

Plus sign Courage Positivity Do More Fearless Go beyond

Avon Empowering women in the world to be brave and live their lives with confidence.

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Logo Components

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Our logo is composed of the monogram and the Avonâ&#x20AC;&#x2122;s exclusive wordmark. These two components can be use separately according to distinct situations to show Avonâ&#x20AC;&#x2122;s aspect and positive attitude.

Monogram

Signature

Wordmark

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Logo anatomy

⅓a

16a

7⅔

17⅔a

21a

The blue area indicates the proper clear space usage for the Avon signature. No graphic elements of any kind should invade this zone.

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Avon’s specific unit “a” is defined by ⅓ the square side length inside the “plus” component in our new logo. The diameter of small red circle is “⅓ a.”I used it to modify all corners and tips of the symbol and wordmark.

a = ⅓ the square side length inside the “plus” component ⅓a =

Details of “plus” component of the monogram

Details of wordmark modification

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Clear space

Wordmark

¹/⁹ x

x ¹/⁹ x x

x = the length of the letter “N”

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If you use monogram and wordmark separately, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone. In these situations, clear space is developed from the width of the letter “N”, and is shown as “x”.

Monogram

¹/⁹ x

x x

x = the thickness of the stroke of the "plus" sign

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Incorrect usage

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Do not outline the logo.

Do not position the logo on angles.

Do not use gradient in the logo.

Do not place monogram beneath wordmark.

Do not use colors other than Avon's identity color.

Do not position th logo on a image.

Do not change the proportion of the logo.

11. Do not destroy the clear space.

Do not reconfigure the logo.

12. Do not make the logo into patterns.

Do not add drop shadow or other specific effects.

10. Do not make the logo transparent.

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Dimension parameters

When you use the Avon logo in different situations, different logo variations will be utilized according to the dimensions. These size parameters guide you to use them correctly to present the best visual display of the identity. 10m

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Signature

Monogram

Wordmark

5cm

1cm

0.5cm

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New look Colors Typography Linguistic sign

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Colors

Courage red R G B— 2 5 5 , 5 7, 8 0 C M Y K— 0 , 9 0 , 6 0 , 0 H E X— # F F3 9 5 0 P M S— 17 8 7 C

Wisdom blue R G B— 2 10, 2 3 7, 24 3 C M Y K— 2 0, 0, 5 , 0 H E X— #d 2e d f 3 P M S— 74 5 7 C

Bold black R G B— 10 , 15 , 10 C M Y K— 75 , 6 5 , 7 0 , 8 5 H E X— # 0 0 0 7 0 0 P M S— B l a c k 6 C

Sophisticated gray R G B— 16 0 , 16 5 , 17 0 C M Y K— 4 0 , 3 0 , 3 0 , 0 H E X— #a1a 4 a 9 P M S— C o o l G r a y 5 C

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Typography

The brand typography represents its personality and creates a clear visual hierarchy to convey the message and communicate with our target audiences. Our primary typeface is Plantin MT Infant Bold, which is used in broad statements, the title of the article, and quote. Our secondary typeface is Maison Neue, which is used in subtitle and body text.

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Plantin MT Infant Bold Plantin MT Infant Bold Italic

Maison Neue Bold Maison Neue Bold Italic

Maison Neue Book Maison Neue Book Italic

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Primary

Plantin MT Infant Bold

ABCDEFGHIJKL MNOPQRSTVWXYZ abcdefghijkl mnopqrstuvwxyz 1234567890 ~ ! @ # $ % ^ & * ( ) _ + { }| ? / , .

Aa 36

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Become an A+ woman just like us. We do more than you think.

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“Courage, sacrifice, determination, commitment, toughness, heart, talent, guts. That’s what little girls are made of.” — Bethany Hamilton, professional surfer

Aa 38

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“Quote”

Plantin MT Infant bold Italic

ABCDEFGHIJKL MNOPQRSTV WXYZ abcdefghijkl mnopqrstuvwxyz 123456789 0 ~ ! @ # $ % ^ & * ( ) + { }| ? /

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Secondary

Maison Neue Bold & Book

Maison Neue Bold

Maison Neue Bold Italic

ABCDEFGHIJKL

MNOPQRSTVWXYZ

abcdefghijkl

mnopqrstuvwxyz

1234567890

~ ! @ # $ %^&*( ) + { }| ?/

~ ! @ # $ %^ &*( ) + { } | ?/

Aa 40

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Maison Neue Book

Maison Neue Book Italic

ABCDEFGHIJKL

MNOPQRSTVWXYZ

abcdefghijkl

mnopqrstuvwxyz

1234567890

~ ! @ # $ % ^ &* ( ) + { }| ?/

~ ! @ # $ %^ &*( ) + { } | ?/

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Linguistic ‘plus’ sign

‘And,’ ‘With,’ and ‘More’

A+

Avon's positive attitude

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At Avon, we are all about being positive and additive, so we use a plus sign to indicate ‘and,’ ‘with’ and ‘more’ in advertising copies. We also treat ‘A+’ as an adjective that means “with Avon's positive attitude.”

Examples:

We are women +

In this sentence, the plus sign indicates ‘with’ or ‘and.’

Courage + Conf idence In this sentence, the plus sign indicates ‘and.’

Become an A+ woman. In this sentence, the A+ means with Avon's positive attitude.

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Create your one of A+ kind look.

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Conf idence is the key.

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New actions Avon's action map Social Division Retail Division Community Division Education Division Medical Division Media Division

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Avon's action map

Social Division

Education Division

S1. Avon Art Center

E1. Avon University for Women

S2. Avon Public Library

E2. A+ Women's Scholarship

S3. Avon Cosmetics Museum

E3. A+ College Learning Group

S4. A+ Care World Tour with Grounds for Health

E4. Avon Product Innovation Competition

S5. A+ Daycare Center with Grounds for Health

E5. Avon Youth Exchange Program

S6. Avon Feeding Hope Foundation

E6. A+ Girls' Youth Camp

S7. Avon Immigrant Women Educational Center S8. Avon Small Business Development Center

Wellness Division

S9. A+ Women's Turning Point Insurance

W1. Avon Pregnancy Care Center

S10. Avon Political Issues Debate Club

W2. Avon Nature Lab

S11. Avon Fashion Week for Charity

W3. Avon Healthy Living Workshop

Retail Division

Media Division

R1. Avon Natural Make-up Products

M1. Avon Documentary Studio

R2. One of A+ Kind Styling Workshop

M2. Avon Magazine

R3. Avon Hair Salon R4. Avon Women-only Fitness Gym R5. Personal Defense Lessons with MMA R6. Avon Worldwide Travel Service R7. A+ Senior Retirement Planning Service

Community Division C1. A+ Power Marathon C2. Avon Self Exploration Workshop C3. Avon Relationship Workshop C4. A+ Buddies App C5. A+ International Representative Program C6. A+ Career Networking Digital Platform

Society

Self

R7 S3 R4

S1 E1

Family

S10

R6 C1

S11

E6 C3

Community

E4 C6

rly

Colleague

Teen

Girl

Avon empowers women in their different life stages and the group of different scales. From personal perspective to social perspective, Avon takes actions to fulfill women's need and motivate them to pursue their goals. These actions are categorized in functional divisions to enhanced the real executions practically.

Young adult

Mid-age

Senior

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A+ women do more for themselves and the world.

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Everything is delicately connected.

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Social Division

Avon Art Center Avon Art Center (AAC) holds art exhibitions and provides lessons for all kinds of creative arts such as sculpture making, women figure painting and so on. Through the creative process, women have a chance getting rid of other disruptions and reflect themselves. They also get to cultivate another their own hobbies and feel achievement by creating art pieces. Avon Public Library Avon Public Library includes the public section that everyone can join and the women-only section for women who want to have a quieter space for diving into knowledge. Avon Cosmetic Museum The museum of Avonâ&#x20AC;&#x2122;s cosmetic collection will tell the history of Avon and inspiring stories about in Avon to motivate women to pursue their ideal lives. A+ Care World Tour with Grounds for Health A+Care Tour, the collaboration of Avon and Ground for Health, provides physical examination for women in developing countries. A+Care team go around Latin America and provide female health care services and educates these women how to protect themselves from female illness and do self-examination regularly. We provide medical supply and medical teams to these countries and train local doctors how to use them in order to keep the service going on after the crew move to next country. With reliable and experienced partner, Grounds for Health, this tour will start from Latin America and then go to Africa and Asia to help more women in needs.

A+ Baby Daycare Center with Grounds for Health Avon helps women in developing countries to take care their children(3-8years) while they are working in factory or farm. These female farmers no longer have to worry about their children and are able to focus on their works. We also provide educational courses to motivate these children to learn. Avon Feeding Hope Foundation Avon rescues young women from sexual assault and gives proper counseling and therapy to rebuild their broken spirit and minds. Avon Immigrant Womenâ&#x20AC;&#x2122;s Educational Center Avon empowers new immigrant women to live well in new communities and provides language and career planning support.

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Avon Small Business Development Center Avon Small Business Development Center is a non profit organization that provides micro loans to independent business women. It also provides free business planning lectures twice a month to teach business knowledge such as financial management and marketing strategy. Avon empowers women who are on the way to their dreams. A+ Women’s Turning Point Insurance It is important for women to prepare for tough situations. Women’s Turning Point Insurance helps women overcome obstacles in their lives and make sure they have enough financial resources to live on. Avon Political Issues Debate Club Avon Political Issues Debate Club is for women to understand the social policy about women’s rights and discuss them. The more women understand the legal regulations, the better they can use them to protect themselves, If the law is not equal from the gender perspective, women can fight for their rights. Avon Fashion Week for Charity Avon Fashion week is held every March. All of the new fashion of the year will be displayed on the show. The revenue from it will used for Avon’s Social Division.

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Retail Division

Avon Natural Make-up Products The products are organic and easy to use. The products follow up the newest trends and provide many options for women of different ages to choose their best looks. One of A+ Kind Styling Workshop Many women are lack of confidence because of their appearance. However, with suitable dress up, women can be still lively even they are not thin or pretty as actress and models. One of A+ Kind Styling Workshop provides basic clothing styling, accessories mix-match, and make up studio classes for women who want to level up dressing up skills. Once women love how they look, the confidence will motivate them to achieve their ideal lives. Avon Hair Salon Hair is the second face of a woman. The Avon hair salon makes women confident with their best hair style based on their personalities and trends. It also provides hair styling classes to help women do their hair by themselves. Avon Women-only Fitness Gym A place where women can work out safely and comfortable. There are various kinds of fitness routines for women to choose.

Women Personal Defense Lessons with MMA (Mix Martial Art) Avon strengthens womenâ&#x20AC;&#x2122;s bodies and teaches women defense skills to protect themselves. Women will no longer be hurt because of physical disadvantages. Avon Worldwide Travel Service Avon Worldwide Travel Service serves female travelers with safe environment, comfortable facilities and exclusive experiences. It includes female hostels, female cab services, female tour guides and so on. Avon encourages women to travel around different countries to enrich their life experiences. A+ Senior Retirement Planning Service A+ Senior Retirement Planning Service helps senior women to plan their retirement and manage their finances to ensure they can live their their retired life safely and comfortably.

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Once women love how they look, the confidence will motivate them to achieve their life goals.

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Community Division

A+ Power Marathon A Marathon can not only train the runnersâ&#x20AC;&#x2122; bodies, but also their minds. A+ Power Marathon is a sports event held in three different cities, San Francisco, Tokyo, and London every year. It also provides a professional training program before the events for women who want to challenge themselves but donâ&#x20AC;&#x2122;t know how to start. A+ Self Exploration Performance Workshop A+ Self Exploration Performance Workshop helps women to explore their mind and spirit through performance such dancing, singing and acting. In the workshop, women can live outside their social roles and just be themselves. The goal of this workshop is to help women to regain their self-esteem and feel confident about themselves. Avon Relationship Workshop Helping women deal with different kinds of relationships in their lives, such as marriage, parenting, coworkers.

A+ buddies App A mobile application for retired women to learn new interests such as flower art, pottery, instrument, hiking, social dance and so on. They can find learning buddies near them through this mobile platform. Avon International Representative Program The program is exclusive for Avonâ&#x20AC;&#x2122;s representatives. Avon broadens their horizons by providing internships abroad and holding A+ International Conference. A+ Career Networking Digital Platform A+ Career Networking Digital Platform connects women in different professional fields and provides latest hiring informations.

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A+ Power Marathon makes your discover the strengths your never knew you had.

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Educational Division

E1. Avon University for Women Devoted to social education, Avon University for women provides great learning resources. It includes different departments such as Art, Literature, Science, Engineering and so on. The free culture of the school encourages students to take courses out of their major to expand their capacities and experiences. E2. A+ Women’s Academic Scholarships Avon encourages women to pursue higher degrees in academic fields by providing financial support. E3. A+ College Learning Group The A+ College Learning Group is a platform for college girls to meet up and learn together. Students search for what they are interested in and join the group, if there is no group in their fields, they can start one by themselves. E4. Avon Product Innovation Competition An innovation competition held to inspire young college students to brainstorm about Avon’s new products or services. The winner’s idea will likely become a real product launched in the marketplace.

E5. A+ Youth Exchange Program The Avon student exchange program provides high school girls chances to live abroad for a year to learn the culture and language. The applicants and host families are carefully selected. It also provides scholarships for needy applicants with high academy performance. E6. A+ Girls’ Outdoor Camp A+ Girl Youth Camp includes A+ Weekend Camp for 9—12 year-old girls and A+ Summer Camp for middle school girls. Girls can learn a wide range of life skills and get problem solving training through fun activities. It is an adventure for girls to explore themselves and create profound memories.

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The free culture of the school encourages students to take courses out of their major to expand their capacities and experiences.

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Wellness Division W1. Avon Pregnancy Care Center A center helps pregnant women to take care of themselves through the pregnancy. It also teaches new parents about baby care and gives tips to make new parenting easier. W2. Avon Nature Lab Avon Nature Lab creates the best cosmetic products for women to use. It uses organic ingredients with advanced bio-technology to make natural products that benefits users and the environment. W3. Avon Healthy Living Workshop A 10-week workshop helps women to manager their healthy living. There are different topics in each workshop such as cooking, housework keeping and time management.

Media Division M1. Avon Documentary Studio Avon documentary studio finds inspiring women in the world and records their stories to share. Not until people look more closely these women, people donâ&#x20AC;&#x2122;t know how strong and bold women can be. M2. Avon Magazine Avon magazine shares information and events with its customers and representatives. It will be published in paper and digital format.

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We are Avon. AVON

We are women

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+â&#x20AC;&#x201A;

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+ Courage + Kindness + Happiness Originality + + Boldness Elegance + 66

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+ Conf idence Empathy + + Talent + Creativity + Beauty + Inspiration 67

C O P Y R I G H T ÂŠ 2 0 16 Y I H A N H S I A All content for Avon Visual Standards Guide was collected, written and designed by Yihan Hsia. iamyhsia@gmail.com www.yihanhsia.com This book is a non-commercial project for education purpose and is not intended to represent the Avon brand. The images in this book unlisted above are used with the Creative Common License. Student: Yihan Hsia Class: Nature of Identity Instructor: Hunter Wimmer Semester: Fall 2016