[Student Project] Brand Extensions_Revlon (GR604)

BRAND EXTENSIONS

REVLON

BRAND EXTENSIONS

REVLON

“What we are dealt with hopefully is two arms, two eyes, two legs, a head, a heart. The variations, the extensions, the possibilities of the human body, what that can do.”

—JOHN GUARE, PLAYWRIGHT

TABLE OF CONTENTS

CHAPTER ONE

OUR NEW LOGO 06 10 12 14

1.1 1.2 1.3 1.4

Brand overview Our new logo Logo anatomy Clear space

CHAPTER TWO

OUR NEW VISUALS 18 22 24

2.1 Typography standards 2.2 Color palette 2.3 Business system

CHAPTER THREE

OUR NEW FUTURE 30 32 34 40

3.1 3.2 3.3 3.4

The future New marketplace chart Future extensions Revlon’s new departments

BRAND EXTENSIONS

CHAPTER ONE

OUR NEW LOGO

BRAND EXTENSIONS

1.1 BRAND OVERVIEW

DESCRIPTION (1932 – PRESENT) Revlon is an American multinational cosmetics, skin care, fragrance, and personal care company.

Revlon was founded in the midst of the Great Depression, 1932, and based in New York City by Charles Revson and his brother Joseph along with a chemist, Charles Lachman, who contributed the “L” in the Revlon name. Starting with a single product—a new type of nail enamel—the three founders pooled their resources and developed a unique manufacturing process.

Using pigments instead of dyes, we developed a variety of new shades of opaque nail enamel.

During World War II, we created makeup and related products for the U.S. Army, which was honored in 1944 with the Army-Navy “E” Award for Excellence. By the end of the war, Revlon was listed as one of America’s top five cosmetic houses.

Known throughout the world for our advertisements featuring glamorous models, Revlon was once considered around the world to be a top brand at the height of fashion. We were also the first cosmetics company to feature an African American model in our ads, and were well known for featuring models with a wide range of ages.

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REBRANDING OBJECTIVE Revlon not only offers cosmetic products, but also helps women find themselves and get jobs. There is also an organization for them to learn how to be confident, and the organization can help them solve their problems. Women of diverse cultures and backgrounds can work together to reach their goals.

There is great potential for increased focus on women with diverse backgrounds to enhance their inner beauty, and on training to develop their minds, and moreover, to promote diversity and add color to their lives.

BRAND EXTENSIONS

MISSION STATEMENT

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To help women add color to their lives, and enhance their inner and outer beauty to express their individuality and diversity.

BRAND EXTENSIONS

1.2 OUR NEW LOGO

We used four flower petals to show diverse beauty, and we used two colors to separate four petals. We added Revlon’s initial “R“ as a lower case “r“ to this logo. Since many companies use flowers and petals to represent the beauty product, we were also considering using petals to stand for diverse beauty. In addition, we designed the lower case letter “r” like a circular drop, a water drop and a perfect circle, which means everyone is like a perfect circle, and they are beautiful and confident. They can guide themselves by learning how to express their diverse beauty, so we used circles to structure this logo.

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REVLON

BRAND EXTENSIONS

1.3 LOGO ANATOMY

LOGO ICON It is based on the initial lower case letter of Revlon in Bodoni typeface and a dot.

The curved edges symbolize friendly females.

It is based on flower petals.

WORDMARK It is in Bauer Bodoni typeface.

It symbolizes elegant females.

r

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“X” equals the cap-height of the letter “R” in “REVLON”.

3.5 X

4X

X

REVLON R X

2.5 X

BRAND EXTENSIONS

1.4 CLEAR SPACE

As a unit of measurement, “X” equals the cap-height of the letter “R” in “REVLON”. The minimum required clear space is a distance of “x” surrounding each side of the signature. Allow additional clear space between the signature and any other adjacent elements in the layout (type, illustrations, photos, etc.) whenever possible.

The logo should never be intersected or intruded upon by any other graphic object or edge. Nor should it be enclosed in a shape.

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THE SIGNATURE

X

X

X

X

X

REVLON

X

THE LOGOTYPE X

X

X

REVLON

“X” equals the cap-height of the letter “R” in “REVLON”.

X

BRAND EXTENSIONS

CHAPTER TWO

OUR NEW VISUALS

BRAND EXTENSIONS

2.1 TYPOGRAPHY STANDARDS

01 BODONI MT Bodoni is the name given to the serif typefaces first designed by Giambattista Bodoni (1740–1813) in the late eighteenth century and frequently revived since. Bodoni typefaces are classified as Didone or modern.

Bodoni typeface gives a more feminine feeling to Revlon, and it is an elegant typeface to express the diverse beauty of the brand.

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Typography plays an important role in the Revlon Visual Identity Program. It must be used consistently along with other visual elements such as the symbol, logo, color, signature shape and publication formats to create and maintain the “diverse beauty” look.

BODONI MT (REGULAR)

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890!@#$%^&*(),./;’<>?:”

BODONI MT (BOLD)

A BCD E F G H IJKL MN O P Q R ST U V W X Y Z abcdef ghi j kl mnopqr st uv w xyz 01234567890! @ # $%^& *(), . /; ’ <>?: ”

BRAND EXTENSIONS

02 FRANKLIN GOTHIC BOOK Franklin Gothic and its related faces are a large family of realist sans-serif typefaces developed by the type foundry American Type Founders and credited to its head designer Morris Fuller Benton. â&#x20AC;&#x153;Gothicâ&#x20AC;? was a contemporary term (now little-used except to describe period designs) meaning sans-serif.

Franklin Gothic typeface gives a more confident feeling to the Revlon brand.

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FRANKLIN GOTHIC BOOK (REGULAR)

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890!@#$%^&*(),./;’<>?:”

FRANKLIN GOTHIC MEDIUM (REGULAR)

AB CDE FGH IJKLMNOPQRS TU VWX Y Z ab cd ef ghijk lmnop qr s t uvw x y z 01 234567890!@#$% ^&*( ) ,./;’<>?:”

BRAND EXTENSIONS

2.2 COLOR PALETTE

PRIMARY COLOR CMYK

RGB

PANTONE (COATED)

PANTONE (UNCOATED)

C: 0 M:65 Y:100 K:0

R: 235 G: 105 B: 5

165 C

165 U

C: 0 M: 50 Y: 100 K: 0

R: 245 G: 145 B: 0

142 C

142 U

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Revlon has more than 18 products and services; each of them fulfills Revlonâ&#x20AC;&#x2122;s values differently. When using our logo palette, please consider different purposes and values the colors represent, and use them accordingly.

SECONDARY COLOR CMYK

RGB

PANTONE (COATED)

PANTONE (UNCOATED)

C: 5 M: 70 Y: 10 K: 0

R: 230 G: 110 B: 155

204 C

204 U

C: 0 M: 20 Y: 90 K: 0

R: 255 G: 205 B: 30

108 C

108 U

C: 0 M: 90 Y: 80 K: 0

R: 230 G: 50 B: 50

1785 C

178 U

C: 5 M: 75 Y: 30 K: 0

R: 0 G: 160 B: 225

638 C

638 U

BRAND EXTENSIONS

2.3 BUSINESS SYSTEM

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BRAND EXTENSIONS

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BRAND EXTENSIONS

CHAPTER THREE

OUR NEW FUTURE

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BRAND EXTENSIONS

3.1 THE FUTURE

CONFIDENT

Express their inner and outer beauty.

DIVERSE

Everyone embraces beauty in their own way.

ADVENTUROUS

Confident expression of diverse beauty.

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BRAND EXTENSIONS

3.2 NEW MARKETPLACE CHART

EXPLORE (INDIVIDUALITY)

I3

C3

C4

C2

E1 E3 I1

S2

S3

E2

S4

I2

I5

I7

C5

E4

I6 I8

C6

S1

C1

E6

E5

I9

EXPRESS (DIVERSITY)

EMBRACE INNER & OUTER (BEAUTY)

P

Product

S

Ser vice

EN

Environment

EX

Experience

ED

Educational oppor tunity

EV

Event

CO

Co-branding oppor tunity

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CHARLES REVSON INSTITUTE

ED ED EX

ED

EV

EN ED ED EN S EN

REVLON CENTER

EX

ED

EV

EX S ED S

REVLON STORES

REVLON EVENTS

EX

EN

S

EN

S

EN

S

EN

S

EX

EV

EX

EV

EN

EX

EV

EN

EX

EV

EN

EX

EV

EN

EX

EV

CO

EN

I1: Language program I2: Art program I3: Guidance I4: Volunteer abroad for women I5: Hand crafting program I6: Technology program I7: Revlon museum I8: Scholarship I9: Global women’s foundation C1: C2: C3: C4: C5: C6:

Women’s studio Outdoor activity club Career consultant Résumé training center Personal styling consultant Fitness training center

S1: S2: S3: S4:

Book store Cosmetics store Clothing store Online products handmade from around the world

E1: E2: E3: E4: E5: E6:

Revlon talk show Makeup event Cultural event Sharing different beauty event Sharing stories all over the world event Co-branding with Nike

BRAND EXTENSIONS

3.3 FUTURE EXTENSIONS

CHARLES REVSON INSTITUTE I1: LANGUAGE PROGRAM (COMMUNICATION)

I2: ART PROGRAM (COLOR YOUR LIVES)

It offers different language courses for our audience to take. Revlon promotes communication in the USA, including helping Spanish-speaking immigrants, and people from other countries who want to learn English or want to learn foreign languages.

It enables our audience interested in the art and design field, and gives them chances to take professional courses for their future.

This program helps women all over the world. Also, we have online language lessons. Women can help women online to teach each other languages from different countries.

It helps women who want to learn languages, and it is an easy way to do it.

I3: GUIDANCE (FINDING YOUR INTERESTS) It offers guidance classes, which can help women find their individual interests. These are good courses to take and guide the womenâ&#x20AC;&#x2122;s futures.

Also, there are online classes to help women all over the world to find their uniqueness and diversity to improve their lives.

Women who are professionals in the art area will teach women in these classes. Also, teachers will help different students find their unique styles through the courses and help them express more freedom and differences. This helps women be different and unique when they are ready to work outside.

I4: VOLUNTEER ABROAD FOR WOMEN (GOOD NEIGHBORS) Volunteers have a chance to get closer to the women in the world by teaching them languages, art, hand crafting and technology. This is an efficient way to help women learn new things.

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I5: HAND CRAFTING PROGRAM (MAKING SOMETHING) It offers courses that help women learn hand making skills to make money by themselves. There are some different courses based on various materials. Women can choose whatever courses they like. Also, they can progress through the courses to find materials easily from their surroundings.

It also offers online courses, which can help women in the world to learn hand crafting. Women can communicate with each other online, and share their ideas and products. That’s why we have an online products section. They could also sell online, which can help women have their own business in the future, improve their lives, and add color to their lives.

I6: TECHNOLOGY PROGRAM (NEW TECH) It offers several levels of well-designed programming 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 experience with computers.

I7: REVLON MUSEUM (CHARLES REVSON MUSEUM) It is a museum about successful women in history.

It gives people a chance to know about women’s success history, and the audiences are able to get inspiration from it as well which helps them to guide their lives.

I8: SCHOLARSHIP (CHARLES REVSON REWARD) Revlon provides a limited number of scholarships for those in our audience who cannot afford to pay full tuition for school.

I9: GLOBAL WOMEN’S FOUNDATION (CHARLES REVSON GLOBAL WOMEN’S FOUNDATION) Revlon has a global women’s foundation that offers free foods for low-income single moms at a local open space. There are some volunteers to help them as well.

BRAND EXTENSIONS

REVLON CENTER C1: WOMEN’S STUDIO (WORKING TOGETHER)

C3: CAREER CONSULTANT (HELPING U)

The studio offers many different workshops for women, focusing on discovering women’s natural talents. The studio includes hand crafting, painting, singing, dancing, cooking, photography, pottery, and beauty.

It offers advice for women who have concerns about their future, and helps them to make plans about their career.

C2: OUTDOOR ACTIVITY CLUB (GOING OUT TO EXPLORE NATURE)

The résumé training center gives women’s chances to learn and make their own professional résumé and portfolios.

It is a club for women who want to go out and touch nature. Also, there is outdoor yoga, rock climbing, bungee jumping and so on. These women enhance their health and open their minds.

It is a different way to learn how to communicate with other people as a group. This club helps women share their experiences and stories when they get together.

C4: RÉSUMÉ TRAINING CENTER (GUIDING U)

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C5: PERSONAL STYLING CONSULTANT (MAKE UP NATURALLY, DRESS MORE CONFIDENTLY)

C6: FITNESS TRAINING CENTER (BE STRONG, BE CONFIDENT)

Here is a personal styling consultant for women, who helps women of all body types to look good.

The experts help women individually on specific issues. It is a good resource for females who want to get jobs, but they donâ&#x20AC;&#x2122;t know how to dress and make up. Even though you may have wrinkles, you still want to look good.

This is a fitness training center for women where Nike offers sports clothes and training coaches for women. Also, Revlon helps women get together to train with Nike coaches. It helps women be stronger outside, and be confident in. Training is hard for people to follow, and it needs powerful motivation.

This is also valuable knowledge for women, which helps them look more confident in their daily lives.

If women know about this information, they also can help others around them.

After women finish the training cycle, they will be stronger and more confident than before. It will lead to more positive lives.

BRAND EXTENSIONS

REVLON EVENT E1: REVLON TALK SHOW (SHARING DIVERSE BEAUTY)

E4: SHARE DIVERSE BEAUTY EVENT (DIVERSE BEAUTY EVENT)

The Revlon talk show helps women embrace diversity, express individuality and add color to their inner and outer beauty.

This event helps women share different ideas about beauty in different countries; people also can help each other to make up and get some suggestions about how to live healthily.

Successful women from different countries will inspire audiences with their stories. Women can be encouraged and learn from the success of others.

E2: MAKEUP EVENT (BE NATURAL BEAUTY) Revlon supports this event for women to make up naturally, and helps women be more confident about their looks. Also, this is a good chance to learn makeup for interviews.

E3: CULTURE EVENT (CULTURE CONNECTION) Revlon has cultural events that help women learn about different cultures around the world, which also helps volunteers to prepare for going abroad to help people.

E5: SHARE STORIES ALL OVER THE WORLD EVENT (STORY-TELLING) Women from different countries have different stories, and they can share their stories together.

That helps women connect with each other.

Women who already have children can tell some experiences about how to educate children in the daily lives. Women who work in technology areas can share work experiences with others. Women who are good at art can talk about how to draw more professionally. There are no rules for talking and sharing experiences and stories.

E6: CO-BRANDING WITH NIKE (SHARE YOUR LOVE) Nike offers sports clothes and training coaches for women. Also, this is a charity event with Revlon for underprivileged people with little education.

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REVLON STORE S1: BOOK STORE (MINDS THINK ALIKE)

S3: CLOTHING STORE (REVLON IN FASHION)

The Revlon book store has different kinds of books, such as language, art, hand crafts, technology and so on. Women can buy books online or in the store.

Revlon clothing store offers clothing online or in store. Also, some consultants can help women buy clothes.

Different women can get different books that they need. Moreover, there is an area in the book store where women can read. Also, women can share ideas here.

S4: ONLINE PRODUCTS (EXCHANGE)

S2: COSMETICS STORE (REVLON STORE) Revlon cosmetics store offers cosmetics online or in store. Also, some consultants can help women buy products.

Revlon offers handcrafted products from around the world sold online. They are in different catalogs, and you can choose them online.

BRAND EXTENSIONS

3.4 REVLONâ&#x20AC;&#x2122;S NEW DEPARTMENTS

We have highlighted nine features in the list, and they are the language program, art program, hand crafting program, outdoor activity club, personal styling consultant, fitness training center, book store, Revlon talk show and sharing stories all over the world event. These will be new departments in the future, and you can see them here.

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BRAND EXTENSIONS

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CHARLES REVSON INSTITUTE

TO HELP WOMEN EXPRESS INDIVIDUALITY AND DIVERSITY. Revlon supports women learning languages to help them add color to their lives. They can learn languages, art, hand crafts and technology. Revlon put these courses together that focus on expanding the minds of women through education. Women can start their businesses after they learn new skills. These possibilities can improve the lives of women around the world.

Moreover, women can through guidance classes to find their interests and differences. Then, they can take classes in what they need.

After women have learned some new skills, they can be volunteers to help women all over the world online, even go aboard to help women.

BRAND EXTENSIONS

I1: LANGUAGE PROGRAM (COMMUNICATION) It offers different language courses for our audience to take.

Revlon promotes communication in the USA, including helping Spanish-speaking immigrants, and people from other countries who want to learn English or want to learn foreign languages.

This program helps women all over the world. Also, we have online language lessons. Women can help women online to teach each other languages from different countries.

It helps women who want to learn languages, and it is an easy way to do it.

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BRAND EXTENSIONS

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BRAND EXTENSIONS

I2: ART PROGRAM (COLOR YOUR LIVES) It enables our audience interested in the art and design field, and gives them chances to take professional courses for their future.

Women who are professionals in the art area will teach women in these classes. Also, teachers will help different students find their unique styles through the courses and help them express more freedom and differences. This helps women be different and unique when they are ready to work outside.

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BRAND EXTENSIONS

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BRAND EXTENSIONS

Painting in the ar t classroom.

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BRAND EXTENSIONS

I5: HAND CRAFTING PROGRAM (MAKING SOMETHING) It offers courses that help women learn hand making skills to make money by themselves. There are some different courses based on various materials. Women can choose whatever courses they like. Also, they can progress through the courses to find materials easily from their surroundings.

It also offers online courses, which can help women in the world to learn hand crafting. Women can communicate with each other online, and share their ideas and products. Thatâ&#x20AC;&#x2122;s why we have an online products section. They could also sell online, which can help women have their own business in the future, improve their lives, and add color to their lives.

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BRAND EXTENSIONS

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BRAND EXTENSIONS

REVLON CENTER

LEARNING CAN HELP WOMEN ADD COLOR TO THEIR LIVES. Revlon offers a women’s studio, outdoor activity club, career consultant, résumé training center, personal styling consultant, and fitness training center. These centers can help the life of women become more meaningful, which lets them live a happier, more fulfilled life. Through these centers women can get some information that they want, which helps them guide their lives, jobs and health.

After learning, they also can give suggestions to other people who need advice in their daily lives.

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BRAND EXTENSIONS

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C2: OUTDOOR ACTIVITY CLUB (GOING OUT TO EXPLORE NATURE) It is a club for women who want to go out and touch nature. Also, there is outdoor yoga, rock climbing, bungee jumping and so on.

These women enhance their health and open their minds.

It is a different way to learn how to communicate with other people as a group. This club helps women share their experiences and stories when they get together.

BRAND EXTENSIONS

Women climbing.

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BRAND EXTENSIONS

C5: PERSONAL STYLING CONSULTANT (MAKE UP NATURALLY, DRESS MORE CONFIDENTLY) Here is a personal styling consultant for women, who helps women of all body types to look good. The experts help women individually on specific issues. It is a good resource for females who want to get jobs, but they donâ&#x20AC;&#x2122;t know how to dress and make up. Even though you may have wrinkles, you still want to look good.

This is also valuable knowledge for women, which helps them look more confident in their daily lives. If women know about this information, they also can help others around them.

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BRAND EXTENSIONS

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BRAND EXTENSIONS

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On the lef t: Women help each other with make up.

On the right: Exper ts helping women make up.

BRAND EXTENSIONS

C6: FITNESS TRAINING CENTER (BE STRONG, BE CONFIDENT) This is a fitness training center for women where Nike offers sports clothes and training coaches for women. Also, Revlon helps women get together to train with Nike coaches. It helps women be stronger outside, and be confident in. Training is hard for people to follow, and it needs powerful motivation.

After women finish the training cycle, they will be stronger and more confident than before. It will lead to more positive lives.

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BRAND EXTENSIONS

Women doing exercise.

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BRAND EXTENSIONS

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E1: REVLON TALK SHOW (SHARING DIVERSE BEAUTY) The Revlon talk show helps women embrace diversity, express individuality and add color to their inner and outer beauty.

Successful women from different countries will inspire audiences with their stories. Women can be encouraged and learn from the success of others.

BRAND EXTENSIONS

BRAND EXTENSIONS

An inspiring talk.

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BRAND EXTENSIONS

E5: SHARE STORIES ALL OVER THE WORLD EVENT (STORY-TELLING) Women from different countries have different stories, and they can share their stories together. That helps women connect with each other.

Women who already have children can tell some experiences about how to educate children in the daily lives. Women who work in technology areas can share work experiences with others. Women who are good at art can talk about how to draw more professionally. There are no rules for talking and sharing experiences and stories.

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BRAND EXTENSIONS

Women sharing stories with each other.

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BRAND EXTENSIONS

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S1: BOOK STORE (MINDS THINK ALIKE) The Revlon book store has different kinds of books, such as language, art, hand crafts, technology and so on. Women can buy books online or in the store.

Different women can get different books that they need.

Moreover, there is an area in the book store where women can read. Also, women can share ideas here.

BRAND EXTENSIONS

Women reading books.

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BRAND EXTENSIONS

REVLON

SOURCE revlon.com eharmony.com facebook.com hecaribbeancurrent.com letslovelocal.com alexinwanderland.com jujumama.com majalahedugreen.com ubiqus.ie

COLOPHON

DESIGNER Liqi Rong TYPEFACE Bodoni Franklin Gothic SOFTWARE Adobe Photoshop, Illustrator, InDesign PRINTER Blurb DESIGN CONSULTATION Hunter Wimmer Academy of Art University This bookis a non-commercial work produced as a student project for educational purposes, and as such is considered a derivative work under the Fair Use Clause of the US Copyright Law.