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Maxfactor Visual Standards Manual

EMILIE GARNIER / 03983865


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Visual Standards Guide

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“A cohesive view of attraction does not yet exist, limiting the knowledge that is available on a fundamental and mysterious part of human nature.�

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Visual Standards Guide Guide Visual Strategy Standards Guide

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“It has been suggested that the human brain is itself a product of sexual selection, it has developed as a sexual ornamentation to be used in courtship rather than for survival itself.” —Geoffrey Miller, Evolutionary Psychologist Edge

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Contents

01

02

New Concepts

The New Vision The New Mark 012

Visual Concepts 09

Logo in Black & White 014 Logo in Color 016 Logo Anatomy 018 Alternative Lockups 020 Clear Space 022 Sizing 024

Visual Standards Strategy Guide Visual Guide

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Visual Style Color Palette 028 Typography 030 Photography Style I 032 Photography Stle II 034

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Visual Development Standards Guide Guide

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New Concepts

Visual Concepts 09

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Visual Concepts

During the Visual Development Process symbols of femininity, and sensuality were conceptually and visually explored. Through this process the visuals have evolved further into abstraction, taking the shapes and forms, the sensuous curves that evoke the idea of feminine beauty and sensuality. These ideas were also explored and translated into typography, and expressed in a typographic manner.

beauty + feminine

* White Orchid

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* MIT Lung Photography

These ideas and expression of soft, beautiful feminine curves are combined with science which encapsulates the essence of the brand, which is “the science of attraction�. The conception of the visual expression combines these feminine attributes with the rationale, geometrically perfect point of view of science. The aspect of science is explored through symbolism and the vernacular that remit to science.

science + laboratories

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The New Vision

The New Mark 012 Logo in Black & White 014 Logo in Color 016 Logo Anatomy 018 Alternative Lockups 020 Clear Space 022 Sizing 024

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The New Mark

The new mark conceptually and visually expresses the combination of these two fields and two drastically different points of view into one harmoniously cohesive visual expression. The mark combines science and beauty, rational objective thinking with expressive human physicality. The elements that evoke the scientific aspect of the brand are the pentagonal shape which is used in chemistry to represent chemical compounds*, a thin stroke geometric sans serif the atomic number and mathematically perfect proportions. And the sensual feminine side is expressed through the typographic “f�.

* Chemical Compound: a substance formed from two or more elements chemically united in fixed proportions.

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Logo in Black & White

The new mark is versatile, is designed to work on both a white background and black background. The new mark is bold, yet the inner elements are still complex and delicate creating a visual balance. It also designed to work in both extremely large sizes and smaller sizes as well.

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Logo in Color

The logo may appear in black and white and in the primary and secondary brand colors. The logo may appear in all of the accent colors designated in the brand color palette. The colors all work together within the visual system, the primary colors are always dominant, and the secondary accent colors are predominant according to product and brand extension.

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Logo Anatomy

The elements of the logo combine the symbol of a chemical compound in chemistry, the atomic number of the periodic table, the geometry of a sans serif typeface and a feminine humanistic typographic “f�.

chemical compound

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atomic number

feminine+humanistic

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3 1/4x

1/4x

4x

x= M height

1/6x

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Alternative Lockups

The new logo has several different versions that are best suited to specific sizes and mediums. The alternative logos stem from the logo itself and are slight variations to fit specific formats. There are three versions, the first one is the mark only, the second one is a vertical lockup with the mark and the wordmark positioned directly underneath it. This version is ideal for larger formats, square formats and for products. The third version is a horizontal lockup with the mark and the wordmark on its right. This version is ideal for both large and small formats, rectangular and horizontal format and for web and mobile.

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1. Mark Only

2. Verical Lockup

3. Horizontal Lockup

4. Type Only

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Clear Space

The dimensions and proportions are measured with the value x, in this case x is equal to the height of the letter “M�. All dimensions and proportions of the elements themselves and in relation to each other are expressed through an x value. The clear space is to be respected, the designated space around the mark must remain clear, no other elements may be positioned within this space.

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x

x

x= M height

x

x

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Sizing

There are minimum and maximum sizes the logo should appear in according to the medium, which call for a specific version of the logo. The top row are most effective for larger formats, the second row for medium formats and the third row is ideal for small formats.

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HEIGHT

1. 5 cm - 1 m

2. 1-5 cm

3. 0-1 cm

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Incorrect Uses

The mark should only appear as specified by these guidelines, in order to conserve the integrity of the mark and the brand and represent it accurately. Altering the logo in any way outside of the specified rules and guidelines would mean that it would no longer be part of the system that accurately represents the brand. Here are a few examples of incorrect uses of the logo.

1.

Drop shadow

2.

Squashed/unproportional

3.

Tilted

4.

Missing the outer shape

5.

Missing elements

6.

Elements in different positions

7.

Elements uncentered within the outer shape

8.

In an accent color on an accent color background

9.

Shape and elements in different accent colors

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7.

1.

2.

4.

5.

3.

6.

9.

8.

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Visual Development Standards Guide Guide

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Visual Style

Color Palette 028 Typography 030 Photography Style I 032 Photography Stle II 034

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Color Palette

bold + vibrant The colors are bright and vibrant, and the combination of colors that make up the palette are gender-neutral powered colors, such as yellows, greens, blues and greys. The idea behind the color palette, is to move away from overly feminine cliche color palettes such as pinks, reds and golds which have been exhaustively used within the cosmetic industry for decades. The colors form part of a modernized palette, where “colors geared toward females� are no longer feminine cliches. These bold vivid colors are a stance toward breaking what has been the standardize female cliche and moving them toward a more vibrant and intense look, which is a more fitting depiction of what the modern female lifestyle is today. The primary colors are black, white and the primary accent color bright yellow. The secondary colors are green, blue, grey and pink. The ratio of the amount each color is used throughout the system is depicted with visual quantity in the color palette diagram.

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Magnesium Black

Ammonium White

Peroxide Yellow

Hydroxide Green

Chloride Blue

Hydrochloric Pink

Carbon Grey


036

Primary Colors Main Color Palette

Magnesium Black

Ammonium White

Peroxide Yellow

CMYK 100 100 100 100 RGB 0 0 0 HEX #000000 PANTONE BLACK

CMYK 0 0 0 0 RGB 255 255 255 HEX #FFFFFF PANTONE WHITE

CMYK 30 0 100 0 RGB 191 255 0 HEX #BFFF00 PANTONE 380 C PANTONE 381 U

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Secondary Colors Extended Color Palette: Accent Colors

Hydroxide Green

Chloride Blue

Carbon Grey

Hydrochloric Pink

CMYK 51 0 65 0 RGB 91 255 150 HEX #5BFF96 PANTONE 359 C PANTONE 359 U

CMYK 91 64 51 41 RGB 26 63 77 HEX #1A3F4C PANTONE 7477 C PANTONE 7477 U

CMYK 79 69 61 75 RGB 21 20 33 HEX #151C21 PANTONE Black 6C PANTONE Neutral Back U

CMYK 1 100 76 0 RGB 236 19 62 HEX #EC133E PANTONE 192 C PANTONE 192 C PANTONE Red 032 U

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Typography

Designed by Rui Abreu. Azo Sans is a sans serif loosely based on the elementary forms of geometry. It is constructed in a geometric manner, but is instilled with a humanistic quality. Azo Sans is full of nuances that soften the strictness of pure geometry, making the typeface more human and pleasant to read in longer body text, while maintaining a sober and rational appearance. The Golden Section is used throughout the design. Letters are constructed geometrically, and the golden ration is used to determine the position of parts.

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Azo Sans is a new sans serif constructed in a geometric manner but is instilled with a humanistic quality.

Azo Sans ABCabc0123

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Designed by Christian Robertson Roboto has a dual nature. It has a mechanical skeleton and the forms are largely geometric. At the same time, the font features friendly and open curves. While some grotesks distort their letterforms to force a rigid rhythm, Roboto doesn’t compromise, allowing letters to be settle into their natural width. This makes for a more natural reading rhythm more commonly found in humanist and serif types.

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“Roboto has a dual nature. It has a mechanical skeleton and the forms are largely geometric. At the same time, the font features friendly and open curves.�

Roboto Slab ABCabc0123

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Designed by Carol Twombly, Chaparral is a versatile, hybrid slab-serif design, and unlike most “geometric” slab serif designs, Chaparral has varying letter proportions that give it an accessible and friendly appearance in all weights from light to bold. Like the drought-resistant brush that blooms on the arid coastal range near Twombly’s California home, Chaparral’s highly functional design is surprisingly beautiful.

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“Like the drought-resistant brush that blooms on the arid coastal range near Twombly’s California home, Chaparral’s highly functional design is surprisingly beautiful.”

Chaparral ABCabc0123

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Type Hierarchy

As shown prior there are three typefaces that should be used in combination to express the Max Factor brand. All three typefaces compose the brand typography although each typeface should be used as shown in a specific manner. The reason behind this is to instill clarity, hierarchy and consistency throughout any potential brand expression. The body copy and large bodies of text should be represented in Azo Sans, headlines in Chaparral and large specific quotes in Roboto Slab (the last is used with most moderation and is only used if a third level of hierarchy is needed.

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Quotes

“Large quotes are in Roboto Slab.�

24 / 30 print 80 / 84 web

Headlines 18 / 24 print 28 / 30 web

Body 8 / 12 print 14 / 20 web

Chapparal is for headline type, and to add hierarchy. Azo Sans should be used in the body copy, for the smaller point sizes and larger amounts of text. Chaparral and Roboto Slab should never be used for body copy, they should only be used for call outs and accentuated hierarchy to add contrast and reinforce the overall brand and the spirit of the brand,

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Photography Style 1

The subject matter of the first photography style is flowers, the female face and the female body. Stylistically the photos have an abstract quality to them, with a focus on shape, form and shadows. The photo style is visually soft and textural with a extremely reduced color palette, black and white and/or low saturation.

feminine + forms

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Photography Style 2

The subject matter of the second photography style is scientific in nature. Macro photography of flora and fauna, chemical reactions, and vivid beautiful science photography*. Stylistically the photo style is vivid and in high definition and in full color.The photos are cropped focusing on the abstract, hyper-defined macro quality of the texture.

* Beautiful Science Photography: Images produced during scientific research and studies, that also have an extremely pleasing visual aesthetic. These photos are celebrated and renowned by institutions such as Princeton, in their annual science photography contest Art of Science.

macro + scientific

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Branded Examples

The following three pages are branded examples which shows the potential of the visual standards and the guidelines. They show the visuals: the photography style, the typography, the typographic hierarchy, the color palette and the logo in combination as a holistic visual identity system. It demonstrates the power of the visual identity itself as individual parts and as a strong cohesive whole. The examples demonstrate the prefered rules and methods while at the same time showing the wide range of potential and flexibility the visual system has to offer, and should be inspiring to work with.

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Being classically beautiful isn’t the only thing that can make you attractive.

eople have a consistency in how they express elements of themselves in how they walk and talk—and even in their handwriting. We also knew from our research that people who were emotionally expressive—people who spontaneously express emotions (particularly positive emotions)—were more attractive Maxfactor to others. Visual Standards Guide


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Beauty Is More Than Skin Deep. Visual Standards Guide

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Being classically beautiful isn’t the only thing that can make you attractive. Our research, suggests there is another type of attractiveness—what we call dynamic physical attractiveness. The idea that people have an expressive style goes back to the 1930s when early social/personality psychologist, Gordon Allport, claimed that people have a consistency in how they express elements of themselves in how they walk and talk—and even in their handwriting. We also knew from our research that people who were emotionally expressive—people who spontaneously express emotions (particularly positive emotions)—were more attractive to others. So we set out to examine how expressive style contributed to impressions that someone is physically attractive.

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Brand Extensions

1.

Fashion Lab (Ev+CB)

21. Time Lab (Ex)

2.

Voice Lab ( En)

22. Trust Lab (S)

3.

Confidence Lab (E)

23. Entertainment Lab (E)

4.

Hygiene Lab (P)

24. Status Lab (E)

5.

Dermatology Lab (P)

25. Interest Lab (E)

6.

Micro Lab (S)

26. Emotional Selection Lab (S)

7.

Body Language Lab (E)

27. Darwinian Lab (S)

8.

Skin Lab (E+Ev)

28. Seminar: The Evolution of Physi-

9.

Pheromone Lab (En)

cal Traits in Humans as a Charac-

10.

Zen Lab (Ex)

11.

Toxin Lab (S+En)

29. Femme Fatal Course (E)

12.

Fitness Lab (S+En+E)

30. Negative Attraction Remedies (S)

13.

Eye Contact Lab (E)

14.

Posture Lab (E)

15.

Fragrance Lab (P)

16.

Conversation Lab (E)

17.

Gesture Lab (E)

18.

Nutrition Lab (E)

19.

Vitamin Lab (P)

teristic of Sexual Selection (Ex)

20. Public Speaking Lab (E)

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Body

Mind

17 8 12

28

27

9

4 14

5

24

6 2 19

13 7

1

3 18 10 15

20

30

11

22 25

16 21 23

Soul

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THE MAX FACTOR INSTITUTE

THE MAX FACTOR R&D LABORATORIES

Fashion Course (event + co-branding): Fashion show, where Max Factor cosmetics are used to showcase them, hair by Paul Mitchell and fashion by Aerie.

Voice Lab (environment): A location built for audio purposes where you can listen to voices, record your own and practice having a more attractive voice.

Confidence Course (educational): Motivation and education to acquire improved self-confidence

Pheromone Lab (environment): Space with technology that helps determine your pheromones and who could potentially be your best match according to genetics.

Body Language Course (educational): Teaching people about body language, how it is perceived and how to change your own in order to achieve desired results. Eye Contact Course (educational): Learn about eye contact and the role it plays in attraction, how to hold eye contact, when and when not to use eye contact techniques, eye locking techniques. Posture Course (educational): Learning correct posture for health benefits and appearance. Learn how to stand correctly, look poised and exude confidence, look elegant and be noticed in the room. Conversation Course (educational): To teach how to converse, seem confident while speaking, master small talk, learn how to start up a conversation in any situation, what topics to speak of depending on the audience, looking comfortable and making others comfortable while speaking. Gesture Course (educational): Teach how certain movements can be perceived as graceful and attractive. Public Speaking Course (educational): Teaching how to confidently speak in front of small and large groups, and appear confident and in control of the situation.

Visual Standards Guide

Fragrance Lab (product): Fragrances with pheromones, scientifically designed to attract through smell. Emotional Selection Lab (S): A service that helps you via scientific method choose the perfect mate based on extensive tests on personality, values and emotional needs. Time Lab (experience): Designed + tested space. Nice calming space, ambient lighting (color psychology + making people look more attractive under certain lighting), mood music, libations and gastronomy (aphrodisiaque). Designed for you to spend time with the person you want to attract - building attraction over time (with ambient/ environmental accelerators). Seminar (Ex): The Evolution of Physical Traits in Humans as a Characteristic of Sexual Selection. Experience this fascinating gathering of leading psychologist, evolutionary psychologists, biologists to discuss human traits and sexual selection. A good opportunity to delve into the science behind attraction, acquire knowledge and meet interesting intelligent people. Negative Attraction Remedies (S): When attraction takes an unexpected turn and the situation becomes out of hand and obsessive. This service will help as a mediator and provide counseling, therapy, legal help and help you reestablish your life and overcome the bad experience.

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THE MAX FACTOR SPACES: RETAIL + SERVICE Clean Space (products): Products that improve personal hygiene and cleanliness for the face, breath, armpits etc. Derm Space (products): Products that treat skin conditions and improve overall skin appearance. Micro Space (service): Small procedures to improve physical appearance. Skin Space (educational + event): Teach people how to properly care for their skin and what products to use, to have healthy looking skin. Zen Space (experience): An experience that is relaxing that helps lower stress levels, and decrease stress hormones in the body, that chemically result in being perceived as less attractive. Toxin Space(service + environment): Purge the toxins out of your body in order to become healthy and destress. Nutrition Space(educational): Teach what how and to eat, how to be healthy to achieve health from the inside. Vitamin Space(product): Plant based supplement line, for overall health and immune support and some focuses on hair, nails and skin supplements. Fitness Space (service + environment + educational): A space, where you will be taught about fitness, and why fitness is important, classes and the equipment.

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Body Lab Although we’ve adapted and don’t spend all of our time focused on the physical aspects of our future partners, we still respond to cues from sexual characteristics. Studies have shown that markers of genetic fitness have always played a role is sexual attraction. A person’s physical appearance has a critical impact on their sexual attractiveness. This involves the impact one’s appearance has on the senses, especially in the beginning of a relationship. At Max Factor we have developed spaces, courses, coaching and nutrition plans to help you achieve a healthy physical appearance and feel good about yourself.

ID #0613501A

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Pheromone Lab Pheromones can act as powerful catalysts of sexual attraction. As humans secrete these chemicals, they are subconsciously detected by the nose, brain and nervous system. Osmology, or the science of smell research, has determined that men and women are attracted to each other via selective chemical messengers called pheromones. These are arousal-stimulating chemicals that signal sexual desire, sexual readiness, hormone levels, fertility and the deepest emotions. When released by the body, certain pheromones can work like magic to attract members of the opposite sex. Max Factor has created a lab that researches pheromones, and creates pheromone fragrances based on the specific person, which have proven to be effective in sexual attraction.

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Voice Lab While a great deal of sexual attraction may revolve around the visual, evidence suggests sounds are just as important. Voices can communicate a great deal of social and biological information that can either be perceived as attractive or not. Studies have shown that the sound of someone’s voice can cause a great deal of sensory and emotional responses. At Max Factor Laboratories we have investigated and studied specific techniques and the reasons behind why certain voices are perceived as more attractive than others. We offer courses on how to control decibel levels, intonation, pauses and flow.

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Skin Lab As the largest organ in our body, skin care is an important and vital way to aid the body’s detoxification process. Maxfactor skincare combines holistic principles with the finest organic products to uncover your skin’s natural beauty and sustain its optimal health. Radiant skin starts from the inside out. Some basics for radiant skin include eating a whole foods diet, getting enough sleep, exercise, proper prevention and repair from sun damage and environmental factors and proper skin care. At Maxfactor Laboratories we have decided to tackle skin care as a holistic practice and have broken it down into easy to learn processes and the best products to achieve radiant skin.

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Body Language Lab Body language is an essential ingredient of attraction. It’s what we use to signal connection. It’s the unconscious body language that we use to signal attraction and connection. At Maxfactor Laboratories we have designed an intensive course, that will allow you to learn and understand the subtleties of body language, to read and understand the body language of others and learn what body language signals you are sending out, and learn techniques on how to improve your own non-verbal language.

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Zen Lab Levels of oxidative stress in your body result in being perceived as less healthy and therefore less attractive. Unstable molecules that have chemical reactions with other molecules, causing the cell damage is known as oxidative stress, caused by free radicals. At Maxfactor Laboratories we have designed a unique experience, with scientifically designed environments, sensory and therapeutic experiences like smell, touch and sound, massages in order to achieve the highest sensation of relaxation and wellbeing. At Maxfactor we believe that this is a core element of your health and part of a holistic method of feeling your best.

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Nutrition Lab Nutrition is an integral part of health and also directly affects certain aspects of our physical appearance. In addition to sleep and physical activity, a balanced diet is one of the key elements of health and well-being. Healthy eating not only makes you feel good but also has a variety of physical health benefits. At Max Factor we have designed a plan that will thoroughly walk you through how to achieve an optimal diet and be at your best via nutrition. It is a comprehensive breakdown of nutrient knowledge, with experts creating perfect nutrition regimens for each specific person and creating recipes that have proven to improve overall health.

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Darwinian Lab Due to natural selection we subconsciously choose partners that display specific physical traits. The Darwinian Theory of Sexual Selections basically explains why a person will choose a “mate� depending on their physical appearance, or certain specific aspects of their physical appearance. Subconsciously we chose partners according to certain specific physical attributes to guarantee the better offspring, and or to compensate and bring equilibrium with our own physical attributes. At Max Factor we have heavily researched and tested this subjected, and we have designed a service that will enable us to choose the optimal partner for you based on scientific fact.

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Detox Lab Detoxification is an effective way to clear the body of toxins, which speeds up the metabolism and enhances overall health. Detoxification is about resting, cleansing and nourishing the body from the inside out. By removing and eliminating toxins, then feeding your body with healthy nutrients, detoxifying can help protect you from disease and renew your ability to maintain optimum health. the aim of detoxification is to eliminate all the negative effects on the body from the environment: industrial chemicals, pesticides, additives in our food, secondary smoke, pollutants, and heavy metals included. Here at Max Factor Laboratories we have created the perfect regime for the detoxification processes, calming saunas paired with herbs and researched formulas.

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“The theory of sexual selection has been used to explain a number of human anatomical features. Sexual selection has continued to be suggested as a possible explanation for geographical variation in appearance within the human species.” —Geoffrey Miller, Evolutionary Psychologist Edge

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Sources

Geoffrey Miller, Evolutionary Psychologist Edge

Photography: Greg Allikas Marcus Goldhahn Fabian Oefner Agata Serge Jennie Marie Schell Gianna de La Torre Jordi Benitez

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Colophon

This book is a non-commercial project for education purposes and is not intended to represent the Max Factor Brand. All rights are reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means electronic, mechanical, recording, photocopying or otherwise, without prior permission of Emilie Garnier

Copyright Š 2016 Emilie Garnier

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emi.k.garnier@gmail.com www.behance.net/emigarnier Design/ Emilie Garnier Course/ Nature of Identity Instructor/ Hunter Wimmer Academy of Art University

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[AAU GR604] Max Factor Visual Standards Guide (student project)  
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