Avon Brand Story Book by Yue Xu

AVON BRAND STORY BOOK

AVON

The Past Brand History The Founder Timeline

Brand History Avon Products, Inc, known as Avon, is an American international manufacturer and direct selling company in beauty, household, and personal care categories. It is the fifth-largest beauty company and second largest direct selling enterprise in the world, with 6.4 million representatives. Avon offered women the opportunity to be CEOs of their businesses and control economic destinies. In 1886, Avonâ&#x20AC;&#x2122;s founder, David H. McConnell decided he wanted to sell perfumes door to door instead of books to every women in New York. He noticed many of his female customers were isolated at home while their husbands were at away at work, so he claimed the perfect opportunity. The company was formerly known as California Perfume Company and later expanded to other beauty products. The birth of AVON marked a time in history when women had limited employment opportunities and David made it possible for them to create a professional life for themselves. Avon has been empowering women for 130 years.

AVON

RESEARCH AND STRATEGY / THE PAST

The Founder Avon Founder David H. McConnell offered women a rarity in 19th century America: a chance at financial independence. Brought up on a farm, McConnell attended a district school and the Oswego State Normal School and was planning to become a mathematics teacher, but instead entered business life in 1879 as a salesman for a New York book selling agency. In 1880 he joined the Union Publishing Co. of Chicago and three years later was placed in charge of southern territory, making his home in Atlanta, GA. He started out selling books, with books he did not get enough income so he started to add free perfumes which he made himself. Soon he saw that ladies were quite interested in buying perfumes, even more than the books. He decided that, if books could be sold house-to-house, perfumes could also. McConnell was president, chairman of the board and principal owner of Avon Allied Products, Inc., and its affiliated companies until his death. He was also treasurer of G.W. Camrick & Co., manufacturers of pharmaceutical supplies in Newark, NJ, and a director of the Holly Hill Fruit Products, Inc., a large orange grove and canning enterprise of Davenport, FL. He was one of the founders of the Suffern National Bank of which he became vice president in 1901, president in 1922 and chairman of the board in 1927. He was again elected chairman of the board and president in 1933 and continued in one or the other office until his death.

AVON

RESEARCH AND STRATEGY / THE PAST

“If we stop and look over the past and then into the future, we can see that the possibilities are growing greater and greater every day that we have scarcely begun to reach the proper results from the field we have before us.” — David H. McConnell, Avon’s founder

Timeline 1886

1932

David H. McConnell decided to sell perfumes rather than books and he then started the business in a small office at 126 Chambers Street, in Lower Manhattan, New York City.

On June 3, 1932, the California Perfume Company, Inc. of New York files their first trademark application for Avon.

1909

1955

McConnell and Henderson signed an agreement of Corporation for the California Perfume Company in the state of New Jersey.

Avon Foundation was founded in the U.S. with the mission of improving the lives of women and their families.

1916 The California Perfume Company incorporates in New York State.

1886-1912

AVON

1892

1954

McConnell changed the company name when his business partner, who was living in California, suggested that he call the business the California Perfume Company.

The â&#x20AC;&#x153;Ding Dong, Avon Callingâ&#x20AC;? campaign launches and runs through 1967, making it one of the longest and most successful advertising campaign in history.

1912-1927

1928-1957

RESEARCH AND STRATEGY / THE PAST

1992

2016

Avon introduce ANEW, became the first company to bring Alpha Hydroxy Acid anti-aging technology to the mass market.

Avon and Avon Foundation for Women reached $1 Billion milestone.

1998 Avon held its first walk to raise funds for breast cancer.

1978

2014

The number of Representatives reaches one million, with sales totaling more than $2 billion.

The Avon Foundation introduced the Justice Institute on Gender-Based Violence.

2006 The company received a license for direct selling.

1970s-1990s

1990s-present

AVON

The Future Who We Are The Past Our Future

Who We Are Brand Soul

We empower and improve the lives of women. Brand Mission

AVON empowers women with education to live their working lives with independence and confidence.

AVON

RESEARCH AND STRATEGY / THE FUTURE

The Past These pictures show what we looked like in the past. The key visual aesthetics of old Avon represented a soft, feminine, elegant, and old-fashioned visual style.

AVON

RESEARCH AND STRATEGY / THE FUTURE

Our Future The new mission of Avon is to empower women with education to live their working lives with independence and confidence. These images represent professional, powerful, energetic, and modern feelings.

AVON

RESEARCH AND STRATEGY / THE FUTURE

AVON

Logo Development Initial Sketches Refinements Final Logo

Initial Sketches Explore the brandâ&#x20AC;&#x2122;s new look through hand sketching, which can help us develop the new direction of our brand identity.

AVON

LOGO DEVELOPMENT

Refinements Refined logos from the selection of the initial sketches, and developed more different combinations and details of logos.

AVON

LOGO DEVELOPMENT

Final Logo

AVON 23

AVON

Brand Guidelines Logo Alternate Logo Incorrect Use Color Typeface Business System Applications

Logo Clear Space The new Avon logo needs clear space to keep visual system consistent. There shouldn’t be any graphic, text, or any other element within the clear space area. Use the height of the letter “N” in “AVON” to determine the clears pace needed around the logo.

x x

AVON

BRAND GUIDELINES

Signature

symbol

AVON signature

Alternate Logos The proper usage of logo in colored background is shown below. People who want to use the color in different background should always follow the guideline.

AVON

BRAND GUIDELINES

AVON

AVON 29

Incorrect Use Our brand logo is designed for specific uses to maintain the consistency of the system. The logo needs to present in the original form. The list below is the example of not to do with the logo. Please follow the guideline to ensure the right way to using Avon logo in a different design situation.

AVON Outline

Drop-Shadow

AVON Flip

AVON

AVON Miscolor

BRAND GUIDELINES

AVON Color Change

AVON Stretch

AVON Skew

AVON Change Typeface

AVON Rearrange

AVON Add Effect

AVON Background

Pattern

Color Green is the main color of the Avon brand, which can represent the sense of positive, wisdom, and it can also show the feel of rebirth, which is connect to our brand mission and can empower women a lot.

HEX #488852 CMYK: 75 26 84 10 RGB: 73 136 82 PMS: 7741 C

HEX #d2e2bd CMYK: 18 2 30 0 RGB: 210 226 197 PMS: 7485 C

HEX #a3ce5a CMYK: 40 0 83 0 RGB: 164 207 97 PMS: 367 C

HEX #eaf4e1 CMYK: 7 0 13 0 RGB: 236 245 226 PMS: 622 C

AVON

BRAND GUIDELINES

Avon light green Avon dark green

Avon grey green

Avon vibrant green

Typeface Primary Typeface: Open Sans Open Sans is a sans-serif typeface which was developed with an upright stress, open forms and a neutral, yet friendly appearance. Its geometric and humanistic characteristics are perfect fit for the Avon brand.

Regular

Bold

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890@#$!%^&*

Aa 34

AVON

BRAND GUIDELINES

Secondary Typeface: Gotham Gotham inherited an honest tone thatâ&#x20AC;&#x2122;s assertive but never imposing, friendly but never folksy, confident but never aloof, which can suit for Avon brand perfectly.

Regular

Bold

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTU

VWXYZ

1234567890@#$!%^&*

Aa 35

Business System

AVON

AVON YUE XU Managing Director

8105 Edgewater Dr#110, Oakland, CA 94621 Phone: 415 231 9216 Web: avonfoundation.com Email: avon@gmail.com

AVON

BRAND GUIDELINES

AVON 8105 Edgewater Dr#110, Oakland, CA 94621

AVON Phone: 415 231 9216 Web: avonfoundation.com Email: avon@gmail.com

Business System

AVON 8105 Edgewater Dr#110, Oakland, CA 94621 Web: avonfoundation.com

November 25, 2017

Dear Recipient,

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Thank you.

AVON

Yue Xu Managing Director

AVON

BRAND GUIDELINES

Uniforms

YUE XU AVON Managing Director

AVON

YUE XU AVON Managing Director

BRAND GUIDELINES

Uniforms

AVON

BRAND GUIDELINES

Signage

AVON Avon Learning Program

Business Courses 9 am-4 pm, Room 202

Success Workshop 3 pm-5 pm, Room 201

AVON

BRAND GUIDELINES

Avon Career Center 9:30 am-4 pm, Room 304

AVON