Coty visual Standards Guide by Zihan Yang

VISUAL STANDARDS GUIDE

03 VISUAL STANDARDS GUIDE

Visual Standards Guide

COTY

“I dream a lot, in colour and in sound and scent. ” Joanne Harris, English Author

TABLE OF CONTENTS

01 NEW LOGO The New Coty

Logo Anatomy

Clear Space

Logo Usage

Incorrect Uses

Size Variation

02 NEW LOOK

NEW WORLD

Colors

Typography

Photography Style

Coty New directions

COTY

Visual Standards Guide

NEW LOGO

The New Coty

Logo Anatomy

Clear Space

Logo Usage

Incorrect Uses

Size Variation

THE NEW COTY Coty has been a fragrance company since 1949. We have explored its potentials to enhance peopleâ&#x20AC;&#x2122;s life experience through scent ,and developed a new look and direction for Coty. The new Coty logo looks fresher, brighter and more meaningful than the original logo. The final Coty logo and new direction reflects the idea of enhancement of life experiences using scent.

COTY

Visual Standards Guide

LOGO ANATOMY

Star

Air

The new Coty’s mission is to brighten people’s life experiences, so I used a star, an air shape combined with the letter “C”. I added a lot of circles to support my logo design with mathematics, then I finished the new logo for Coty.

Letter “C”

Visual Standards Guide

COTY

9x 7x 2 1/2x 1/2x

4 1/2x

CLEAR SPACE This are represents the minimum clear space to avoid competition from other visual elements and keep the logo visual impact.

1/2x

Wordmark

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COTY

1/2x

Logomark

LOGO USAGE There are two variations for the new logo that can be used with either light or dark background. In the simple way, there are four versions. The first one is the signature, and the second one is only a symbol of the logo. The third one is horizontal logo with a wordmark, and the last one is only wordmark that is used for mini formats.

Visual Standards Guide

COTY

LOGO VARIATION

Signature

Symbol

Horizontal Logo

Wordmark Only

LOGO WITH BACKGROUND

For consistency, our logo may be applied on the dark color background. There are different versions of our logo for the dark color background.

Horizontal Logo

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COTY

Signature

Wordmark Color 1

Symbol

Wordmark Color 2

INCORRECT USES The four versions of the logo are established and can not be changed. Here are examples to illustrate some incorrect uses of the new logo.

Do not outline the signature in any color

Do not change the signature colors

Do not move any element of the signature

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COTY

Do not extend the signature

Do not change the log and wordmarkâ&#x20AC;&#x2122;s orientation

Do nor add other effects to the signature

Do not fill the signature with gradient color

Do not fill the logomark with any imagery

Do not redraw any elements of the signature

SIZE VARIATION The new logo should be used in the directional sizes. The minimum size should be 1/4" using only a symbol not including the wordmark. When the logo is too small, it appears as a mistake and is not legible. When the logo is enough larger, we see details and can combine the wordmark and the logo.

COTY

>1"

<1"

< 1/2 "

Minimum 1/4 "

Visual Standards Guide

COTY

Visual Standards Guide

NEW LOOK

Colors

Typography

Photography Style

COLORS The three colors are soft and fresh, when they combine together. They convey tender but strong feelings. The new Cotyâ&#x20AC;&#x2122;saudiences now include all genders, so the color palette is more neutral but still represents scents. The neutral Violet shows neutral, classical style and a little bit of mystery of scent, and the peach and gray show comfortable, fresh and light feelings.

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COTY

FRESH PEACH

C: 0 M: 35 Y: 20 K: 0

R: 249 G: 183 B: 179

PANTONE P94-15C PANTONE P94-15U

NEUTRAL VIOLET

SOFT GRAY

C: 84 M: 100 Y: 0 K: 25

C: 20 M: 10 Y: 10 K: 0

R: 66 G: 29 B: 117

PANTONE P59-1C PANTONE P59-1U

R: 199 G: 214 B: 221

PANTONE P175-1C PANTONE P175-1U

TYPOGRAPHY Gotham is the sans serif type family used for captions. The modern geometric typeface represents the new logo with the wordmark. Gotham is available in six styles: Book, Book Italic, Medium, Medium Italic, Bold and Bold Italic.

COTY

Visual Standards Guide

GOTHAM Gotham Book

Gotham Book Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789

Gotham Medium

Gotham Medium Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789

Gotham Bold

Gotham Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQR STUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789

TYPOGRAPHY Calson is an old style serif typeface originally designed by William Caslon in 1722. The classical and elegant style represent Coty is a famous traditional brand with delicate scents.It is available in six styles: Regular, Regular Italic, Medium, Medium Italic and Bold with Bold Italic.

COTY

Visual Standards Guide

CASLON PRO Caslon Regular

Caslon Regular Italic

ABCDEFGH IJKLMNOPQRST UVWXYZ

ABCDEFGHIJKLMN OPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxy z

abcde fghijklmnopqrstuvwxyz

01234567 89

0123456789

Caslon Medium

Caslon Medium Italic

ABCDEFGHIJKLMNOPQRST UVWXYZ

ABCDEFGHIJKLMN OPQRST UVWXYZ

abcdefghijklmnopqrstuvwxy z

abcde fghijklmnopqrstuvwxyz

01234567 89

0123456789

Caslon Bold

Caslon Bold Italic

ABCDEFGH IJKLMNOPQRST UVWXYZ

ABCDEFGHIJKLMN OPQRST UVWXYZ

abcdefghijklmnopqrstuvwxy z

abcde fghijklmnopqrst uvwxyz

01234567 89

0123456789

PHOTOGRAPHY STYLE The photography style is pure, natural and fresh feelings. The photography needs to evoke the aromas because the organic aroma comes from our daily life. The visual image is not saturated and colorful style, it is like a soft scent that refreshes our mind and make our life comfortable. The texture style image is more colorful than pure style. There is abstract ways to show scent influences peopleâ&#x20AC;&#x2122;s mind and body.

COTY

PURE STYLE

Visual Standards Guide

COTY

Visual Standards Guide

COTY

TEXTURE STYLE

Visual Standards Guide

COTY

Visual Standards Guide

NEW WORLD

Coty New Directions

COTY NEW DIRECTIONS There are three categories to inspire peopleâ&#x20AC;&#x2122;s life. They are body, mind and spirit. Our mission is to focus on personal care enhancement. The below list shows some programs in the new Coty.

COTY CARE + RETAIL

COTY HEALTH + WELLNESS

C 01 Spice House

H 03 Coty Fitness

C 08 Medical Care

H 14 Coty Living Center

C 04 Scented Home C 11 Personal Care C 16 Home Care

C 20 Wedding Memories

H 08 High Standard Spa H 18 Breathe Inn

H 24 Coty + Local Hospital H 31 Coty + W Hotel

COTY EDUCATION + TRAINING

COTY LAB + TECHNOLOGY

E 01 Smart Nose

L 01 Plant Lab

E 06 E 10 E 22 E 30

Scent Psychology Scent Library Coty + MoMA Museum Coty + AMC Theater

L 05 Mood Lab

L 10 Navigation Lab L 12 Creative Lab

Visual Standards Guide

COTY

Body

H 03

H 14

C 08

C 01 C 11

L 01

L 05

C 04

H 18

H 08

C 16

C 20

L 10

L 12 H 24

E 01 E 06

E 10 E 22

H 31

E 30

Mind

Spirit

COTY CARE + RETAIL

COTY HEALTH + WELLNESS

Spice House (P) It provides organic aromatic cooking oils and flavor spices to enhance the pleasure of food.

Coty Fitness (S,En,Ex) It is a modern fitness which provides more energetic and healthier atmosphere when people are working out.

Scented Home (P,S) We offer technology system at home to create the atmosphere which customers can determine what kinds of scents they want in their houses. Medical Care (P) We create medical aromatic massage oils to help people reduce pain and stress. Personal Care (P) We have organic skin care, hair care and fine fragrances for individuals who want to become more attractive and healthy. Home Care (P) We provide air freshers, candles, laundry and dishwasher detergent with various aroma to make your living more enjoyable and comfortable. Wedding Memories (S,En,Ex,P) A special personal fragrance on the wedding celebration that helps people feel reconnected to their love.

High Standard Spa (S,En,Ex) The spa with professional aromatherapy skills and a special relaxed and refreshing atmosphere creates a high quality experience. Coty Living Center (S,En,Ex) People of all ages who suffer chronic pain can live there to relieve pain through smelling herbal and healthy scents in the center. Breathe Inn (S,En,Ex) They provide a fresh village in the forest near the ocean. People can go to refresh their body and do yoga. Coty+ Local Hospital (S,Co) They cooperate with the local hospital to create a more relaxed and friendly atmosphere in hospital. Coty + W Hotels (S,Co) They cooperate with the W hotel to create a comfortable, healthy and luxurious sleeping experiences.

COTY

Visual Standards Guide

COTY EDUCATION + TRAINING

COTY LAB + TECHNOLOGY

Smart Nose (Ed) They provide classes training people’ sense of smell, they can quickly distinguish different scents in different situation. Also, they enhance their experiences in life through smell.

Plant Lab (En) We research new seeds and foster organic plants which supply the original ingredients of our products.

Scent Psychology (Ed) They provide classes to teach people how different scents inspire people’s different emotions. They can know which favorite scent can make good impressions. Scent Library (Ed,En,Ex) It is an environment with different types of scents that people can rediscover their wonderful life and cherished memory. Coty + MoMA Museum (Ed,En,Ex) They cooperate with art museums to enhance people’s feeling through scent interaction when they are looking at photos and art.

Mood Lab (En) We study psychology and science to explore how scents influence people’s emotions and minds. We inspire people’s emotion through scent stimuli. Navigation Lab (En,S) Through science, we innovate navigation system through smell capture. We are creating navigation robots to help people to find what they looking for. Creative Lab (En,Ex,S) We provide VIP personal service. Coty’s professionals will create personal fragrances for people based on their different needs.

Coty + AMC Theater (Ed,S,Co) They cooperate with AMC theater to enhance enjoyable movie experiences when people are watching movies.

P: Products S: Services En: Environment Ex: Experiences Ed: Educational Opportunities Ev: Events Co: Co-Branding Opportunities

C 01

COTY CARE + RETAIL

SPICE HOUSE The sense of smell is connected to taste, so aromatic cooking flavors enhance taste experience.

Coty Spices House supplies organic aromatic cooking oils and over 500 various spices to people who enjoy the pleasure of food, because aroma is very important in the enjoyment of food. Our flavor ingredients are the result of a century of experience, innovation and knowledge. In our lab, Coty transforms fragrances from our natural farm to organic flavors to provide high quality and organic aroma and taste. We play a key role in a tasty world.

COTY

Visual Standards Guide

Our App to direct people on how to use Coty spices to make their food more tasty.

Organic plants in the Coty Plant Lab are the ingredients in our products.

C 04 COTY CARE + RETAIL

SCENTED HOME A home with the technology system to enhance peopleâ&#x20AC;&#x2122;s living experience through atmospheric adjustment products.

The Coty Scented Home provides a smart technology system to create an atmosphere where customers can determine what kinds of scents they want in their homes. We offer a scent adjustment service, such as a fresh natural scent to make living healthier and a lavender scent to make people sleep well. Through different scent adjustments, people can have a better living experiences in their own home.

COTY

Visual Standards Guide

The aroma diffuser improve better atmosphere in the home.

Scented Home relaxes the body and mind to improve sleep quality.

C 11

COTY CARE + RETAIL

PERSONAL CARE Through Cotyâ&#x20AC;&#x2122;s professional aromas for personal care, people will

feel more confident and delighted through

sensory treats.

Coty Personal Care treats people to skin care, hair care, bath and shower, and personal fragrances for them to be more confident and healthy. Our products provide for particular purposes, such as antiperspirants for sports lovers, an attractive bath liquid to make people fee more confident and a waking fragrance to focus attention the whole day. The daily use products are formulated and refresh the senses through

providing a sensory treat. Our products can be found in many leading Coty retail stores, and our creative teams of professionals are constantly developing the newest aroma directions for the personal care market.

COTY

Visual Standards Guide

Coty pure fragrances makes you feel more relaxed and reduces stress.

When women use Coty body lotions, their skin will smooth and soft as milk.

C 20 COTY CARE + RETAIL

WEDDING MEMORIES Special personal fragrances for the wedding celebration that help people feel reconnected to their love, joy, excitement and happiness in that moment. Coty Wedding is a high-end planner with a delicate aroma service. Smell is a powerful sense that has the ability to bring us back to a place or time. We create individual wedding fragrances for various theme weddings and personal preferences. For example, if the wedding theme is colorful and active, we will fill the room with bright aromas of passionate tropical fragrance to make the wedding atmosphere more vivid and enjoyable. Also, we can line our tables and chairs with herbs,

and warm scents to fill the wedding venue, if the wedding theme is natural and elegant. After the wedding, we offer the same perfumes as a souvenir for people to keep their memories. When they want to be reminded of their wedding, they can refresh the moment through the perfume.

COTY

Visual Standards Guide

Coty Wedding Memories enhances the happiness and joy of peopleâ&#x20AC;&#x2122;s wedding experience.

Coty hosts personal weddings venue, and creates good scents for the wedding celebration.

H 18

COTY HEALTH + WELLNESS

BREATHE INN Natural and fresh aromas fill the whole resort, where people can stay and do activities.

Coty Natural Scents Resort is located in a fresh and natural valley with trails around the resort where people can absorb organic and pure scents while walking. At the resort center, we have a standout 5-star resort for people to do yoga, dance and shadowbox to refresh and stretch their bodies and minds. The organic aroma is good for peopleâ&#x20AC;&#x2122;s

wellness and its purity is spread through the location. At the Nature Resort, we include Coty Fineness, Coty Spa and comfortable rooms for people to stay, with natural and healthy scent interaction.

COTY

Visual Standards Guide

Breath In is located in a natural valley near the ocean.

Swimming, with organic scents to enhance the experience.

E 01

COTY EDUCATION + TRAINING

SMART NOSE Our training classes help people to have sensitive sense of smell, which will enhance their experiences of daily life.

The Smart Nose is an educational program of the new Coty. It provides classes training peopleâ&#x20AC;&#x2122;s sense of smell to make them smell quickly and distinguish different scents in different situations. In our program, we have different classes, such as basic education on the importance of smell, training people affected by anosmia or hyposmia, and teaching how to

distinguish particular scents in urgent situations. We help people to detect other scents in their environment, rather than just the scented oils used in the training. Weâ&#x20AC;&#x2122;ve been in touch with Fifth Sense members who have had success with smell training, sometimes alongside a clinical intervention.

COTY

Visual Standards Guide

Coty Smart Nose trains your nose to be as smart as a dogâ&#x20AC;&#x2122;s.

If people develop a sensitive nose, the world will become more vivid and colorful through scent.

E 10

COTY EDUCATION + TRAINING

SCENT LIBRARY Rediscover your wonderful life, and keep your beautiful memories.

The Coty Scent Library creates an environment where people can remember their wonderful memories. We believe people can change their feelings through different scents. Sometimes, people love some special scents because the scents record the feelings of a certain moment. They want to keep or pursuit their memory. Our scent library is to help people experience their memorable times. We combine various ingredients based on olfactory sensations.

COTY

Visual Standards Guide

Refreshing her memories and minds when she found her scent.

There are different types of perfumes in the store.

L 10

COTY LAB + TECHNOLOGY

NAVIGATION LAB The navigation robot helps people to find whatever things or ways they are looking for.

We are studying how to use scent combined with science to solve problems in our lives. In our Navigation Lab, we have developed a navigation system through smell capture. Because scents trigger inspire peopleâ&#x20AC;&#x2122;s memory, we have created a navigation robot to help people find what they looking for. The robot can find a location when it smells a scent. When people want to find a special

food store, the robot can smell the food from the store and indicate the route how to get there. Also, if people canâ&#x20AC;&#x2122;t find their keys at home, they just tap the key on the robot screen and it will help find the key. Scent technology brings so much convenience to our life and makes it easy and delightful.

COTY

Visual Standards Guide

The navigation lab finds your old memories through scent capture.

We are studying peopleâ&#x20AC;&#x2122;s five senses to transfer olfactory sensation to a navigation robot.

L 12

COTY LAB + TECHNOLOGY

CREATIVE LAB Coty provides the VIP personal fragrance service to satisfy peopleâ&#x20AC;&#x2122;s different needs.

Coty Creative Lab provides VIP personal service to people who want to have specific fragrances. Our creative professionals will create personal fragrances for people based on their different needs. For example, we provide charming fragrances to people who want to be more attractive. When they wear this fragrances, they will be emitting from the inside out is an invisible attraction. Also, we provide energetic fragrances to people

who want to be full of energy to work or study hard. When they wear this fragrance every working day, they will feel more relaxed and comfortable to do their works. Our Creative Lab offers this service to satisfy peopleâ&#x20AC;&#x2122;s needs in their daily life. They will have a better experience when they meet the challenges.

COTY

Visual Standards Guide

Our Creative Lab brings people a luxury

VIP personal experience.

A Coty professional creating personal fragrances for our customers.

Copyright ÂŠ 2017 Zihan Yang This book is a non-commerical project for educational proposes and is not intended to represent the Coty brand. Photography Flickr.com Indulgy.com Unsplash.com