I n t r o d u c t i o n • Brand History p.01–02

• Our Success p.03–04

• Our Miss ion p.05–06

• Brand Grid p.09–12

Brand Visual Standards • Logo p.15–16

• Anatomy + Clear Space p.17–18

• Incorrect uses p.19–20

• Colors p.21–22

• Typography p.23–24

Brand Extensions • Spa Treatment p.27–28

• Home Decor p.29–30

• Beauty School p.31–32

TA B L E O F C O N T E N T S :

B r a n d H i s t o r yThe inventor of modern makeup, max factor l i tera l ly changed the faces of the wor ld and

created a cosmet ics empire that launched the mult ib i l l ion-dol lar beauty industr y.

Nice women never wore makeup. Even the word was taboo in pol i te soc iety—unti l Max

Factor entered the scene. Born in Poland in 1877, Factor worked as a beaut ic ian for

the Russ ian roya l fami ly, the Romanovs . In 1904 he f led to America , where he opened

a cosmet ics s tore in Los Angeles . Creat ing makeup or ig ina l ly for s i l ent f i lms, then the

ta lk ies , and ul t imate ly color motion pictures . Soon women everywhere wanted to look

l ike the i r favor i te g lamorous s tars , and Factor was there to he lp, br inging hi s innovat ive

cosmet ics to the genera l publ ic . He revolut ionized the wor ld of beauty by producing

many f i r s t s : l ip g loss , foundat ion, eye shadow, concea ler, and water res i s tant makeup. A

t rue innovator, he a l so introduced the concept of co lor harmony and ce lebr i ty-endorsed

cosmet ics adver t i s ing.

0 1 • W H O W E A R E

0 2 • B R A N D I D E N T I T Y S T A N D A R D S • B R A N D H I S T O R Y

Max Factor

& Company

was founded

by Maximi l ian

Faktorowicz ,

a Pol i sh-Jewish

cosmet ic ian

ar t i s t for the

Russ ian roya l

Bal le t .

Ti m e l i n e

Created the f i r s t

cosmet ic made

spec i f ica l ly for

motion pictures ,

a th inner grease

pa int made in

12 shades .

“Max Factor’s

Supreme Nai l

Pol i sh ,” was

introduced. It

i s a meta l pot

of be ige-colored

powder that i s

spr inkled on

the nai l s and

buffed with a

chamois buf fer.

It g ives na i l s

sh ine and t int .

Created “Society

Nai l Tint ,” a

smal l porce la in

pot conta ining

rose-colored

cream. Appl ied

to the nai l and

buffed, i t g ives

a rose color.

Developed

cosmet ics that

are spec ia l ly for

use in b lack-

and-white f i lms.

Max Sr. was a l so

awarded the

Oscar award for

thi s innovat ion.

The f i r s t Lip Gloss

i s invented

Opened the

unique Max Factor

Makeup Sa lon in

Los Angeles .

Pan-Cake,

forerunner of

modern cake

makeup i s

c reated. It

i s or ig ina l ly

deve loped for

color f i lms.

Max Factor died

a t the age 59.

Max Factor J r.

expanded the

fami ly-run

bus iness across

the wor ld. Fir s t

commercia l ly

concea ler : “erase”

was produced.

Created Tru-Color

Lipst ick , which i s

the f i r s t smear

proof l ips t ick .

Invented the f i r s t

“waterproof ”

make-up

Launches the

wor ld’s f i r s t

c lear mascara .

0 2 • O U R S U C C E S S

0 3 • B R A N D I D E N T I T Y S T A N D A R D S • T I M E L I N E 0 4 • B R A N D I D E N T I T Y S T A N D A R D S • T I M E L I N E

• 1909 • 1914 • 1925 • 1927 • 1928 • 1930 • 1935 • 1937 • 1938 • 1940 • 1971 • 1988

O u r M i s s i o n

Max Factor wi l l cont inue to re f lect the

diverse t rends of i t s consumers as a

leader in the loca l cosmet ics industr y

through innovat ive and provocat ive

colors and products .

The new Max Factor wi l l be the Tota l

Beauty Solut ion Shop that targets f resh

and young women. It wi l l resemble a

pr incess’s pr ivate room where everything

about the space , the inter ior, inc luding

the cosmet ics , wi l l embodies the beauty

and youth descr ibed in a sweet romant ic

fa i r y ta le .

Max Factor cosmet ic wi l l g ive you a

f resh natura l g low look that you don’t

even fee l l ike you have any

make-up on.

0 3 • W H O W E W I L L B E

0 5 • B R A N D I D E N T I T Y S T A N D A R D S • B R A N D M I S S I O N

WE BRING FAIRY TALES TO LIFE

W H O W E W E R E

0 4 • B R A N D G R I D

0 9 • B R A N D I D E N T I T Y S T A N D A R D S • B R A N D G R I D

0 4 • B R A N D G R I D

W H O W E A R E

1 2 • B R A N D I D E N T I T Y S T A N D A R D S • B R A N D G R I D

B R A N D V I S UA L S TA N D A R D S

0 5 • L O G O

S Y M B O L : Max Factor symbol i s

cons i s ted of the crown and decorat ive

ornaments . Both e lements brought

together the e legant fee l ing that f i t

the fa i r y ta le theme.

L O G O T Y P E : We use Bauer Bodoni for

our wordmark. This typeface i s c lean

and s imple , yet looks very high-end

and profess ional .

S I G N A T U R E : Our s ignature cons i s t s

of two component : our symbol and

the logotype. It i s used to ident i fy and

s t rengthen our brand ident i ty.

O u r I d e n t i t y

S E C O N D A R Y S I G N A T U R E

T E R T I A R Y S Y M B O L

We A l s o H a ve

There are only three conf igurat ion of

the s ignature . The pr imary s ignature

should a lways be cons idered f i r s t ,

except for the smal l s i ze appl icat ions

or products where the logo i s under 1”

wide or 0 .5” ta l l .

S e c o n d a r y S i g n a t u r e c o n s i s t s o f t h e ‘ M ’ m a r k w i t h t h e c r o w n

T e r t i a r y S y m b o l c o n s i s t s o f t h e c r o w n s y m b o l o n l y .

0 7 • A L T E R N A T I V E L O G O

1 5 • B R A N D I D E N T I T Y S T A N D A R D S • L O G O 1 6 • B R A N D I D E N T I T Y S T A N D A R D S • L O G O

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0 6 • A N ATO M Y + C L E A R S PA C E

For ul t imate v i s ib i l i ty and impact , i t ’s important to reta in a des ignated ‘c lear space’

around the s ignature .

The minimum required c lear space i s def ined by the measurement of ‘X ’ , a s shown. In

which, ‘X ’ i s measured by the he ight of the base of the crown.

The ‘c lear space’ should never be intersected or intruded upon by any other graphic

object or edge. Nor should i t be enclosed in shape.

Mainta ining thi s c lear space in a l l uses to g ive the s ignature the proper ‘breathing room’

to v i sua l ly s tand out .

S t r u c t u r e o f O u r I d e n t i t y

X

X

X

1.25X

5.25X

1 . 2 5 X

1 . 2 5 X1 3 . 2 5 X

1 4 . 5 X

9 . 2 5 X9 . 2 5 X

5 . 2 5 X

5 . 2 5 X

21X

58X

21X14.5X

6X

2X

6XS E C O N D A R Y S I G N A T U R E T E R T I A R Y S I G N A T U R E

1 7 • B R A N D I D E N T I T Y S T A N D A R D S • A N A T O M Y + C L E A R S P A C E

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W h a t ’s No t To D o

An important factor in creat ing and

mainta ining a v i sua l ident i ty i s the

cons i s tent presentat ion of the ident i ty

e lements . Therefore , the way the

s ignature i s d i sp layed must be g iven

careful a t tent ion. Shown below are

examples of incorrect or unacceptable

uses of our symbol , logotype and

s ignature .

DO NOT subst i tute other typefaces other than spec i f ied

DO NOT change color of any of the e lements in the logo

DO NOT add or removeany new e lements to the logo

DO NOT subst i tute other ornament other than spec i f ied.

DO NOT use the symbol a lone without the wordmark

DO NOT f l ip or rotatethe ornament in the logo

DO NOT use the logo on any dark or b lack background

DO NOT vary the propor t ion of the logo in any way

DO NOT t i l t or rotate the logo in any manner

0 7 • I N C O R R E C T U S E S

2 0 • B R A N D I D E N T I T Y S T A N D A R D S • I N C O R R E C T U S E S

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0 8 • C O LO R S

O u r C o l o r s

There i s only one approved color pa let te for the s ignature . Our colors are s t rong

and s t ra ightforward. They represent Max Factor brand at i t s most bas ic leve l- your

s ignature .

The colors are based on the Pantone Matching System and they should not be t inted or

adjusted when used.

P A N T O N E 2 5 5

S E C O N D A R Y C O L O R S

P R I M A R Y C O L O R S

P A N T O N E 2 1 3

P A N T O N E 1 8 8

P A N T O N E 2 9 7

C : 5 0 M : 1 0 0 Y : 0 K : 2 5

C : 2 0 M : 7 Y : 6 0 K : 0

C : 0 M : 1 0 0 Y : 1 0 0 K : 5 0

P A N T O N E 1 9 1 5

R : 1 1 5 G : 2 0 B : 1 1 4

C : 0 M : 0 Y : 0 K : 8 0

R : 1 3 9 G : 1 4 B : 4

2 1 • B R A N D I D E N T I T Y S T A N D A R D S • C O L O R S 2 2 • B R A N D I D E N T I T Y S T A N D A R D S • C O L O R S

Primary Typeface: A D O B E G A R A M O N D P RO

Adobe Garamond Pro i s des igned by Claude Garamond in 1561. Garamond’s

le t ter forms convey a sense of f lu idi ty and cons i s tency. Some unique character i s t ic s

in hi s l e t ter s are the smal l bowl of the a and the smal l eye of the e . Long extender

and top ser i f s have a downward s lope. Garamond i s cons idered to be among the most

leg ib le and readable ser i f typefaces for use in pr int(of f l ine) appl icat ions .

Most of Garamond typefaces are more c lose ly re la ted to the wok of a la ter punch-

cutter, Jean Jannon. A direct re la t ionship between Garamond’s le t ter forms and

contemporary type can be found in the Roman vers ions of the typefaces Adobe

Garamond, Grajon, Sabon, and Stempel Garamond.

Secondary Typeface: C E N T U R Y G O T H I C

Century Gothic is a geometr ic sans-ser i f typeface designed for Monotype

Imaging 1991. Century Gothic was inspired from Sol Hess’s Twentieth Century,

which was drawn between 1937 and 1947 for the Lanston Monotype Company

as a vers ion of the successful Futura typeface, but with a larger x-height and

more even stroke width. The Century Gothic face is dist inct for i ts s ingle-story

lowercase a and g. Century Gothic is more closely related to Avant Garde

Gothic, designed by Herb Lubal in, and released by the International Typeface

Corporat ion ( ITC) in 1970. Century Gothic is s imi lar to ITC Avant Garde in i ts

pure geometry, and does not possess the subt le var iat ion in st roke width found

in either Futura or Twentieth Century.

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z

A D O B E G A R A M O N D P R O R E G U L A R

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z

C E N T U R Y G O T H I C R E G U L A R

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z

A D O B E G A R A M O N D P R O I T A L I C

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z

C E N T U R Y G O T H I C I T A L I C

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z

A D O B E G A R A M O N D P R O B O L D

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z

C E N T U R Y G O T H I C B O L D

0 9 • T Y P O G R A P H Y

Bb

Aa

2 3 • B R A N D I D E N T I T Y S T A N D A R D S • T Y P O G R A P H Y

B R A N D E X T E N S I O N S

S p a Tr e a t m e n t

Enjoy the complete spa exper ience . We

have put together a var ie ty of luxur ious

combinat ions to sat i s fy your re laxat ion

appet i te and re juvenate your spir i t . Our

lav i sh amenit ies inc lude sauna s team

water fa l l showers , pr ivate whir lpools ,

outdoor re laxat ion areas , message and

fac ia l / sk in t reatments as wel l a s body

t reatments .

1 0 • B R A N D E X T E N S I O N S

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H o m e D e c o r

Max Factor a l so launches a one of a

k ind furni ture s tore that of fer a wide

range of wel l -des igned, funct ional home

furnishing products in fa i r y ta les s ty le .

You could decorate your house or your

pr ivate room as one of your favor i te

pr incess character. Al l of our products

embodies the beauty and youth descr ibed

in a romant ic fa i r y ta les . In thi s way, you

are not only look l ike a sweet pr incess

but you can a l so l ive l ike a pr incess too.

1 0 • B R A N D E X T E N S I O N S

2 9 • B R A N D I D E N T I T Y S T A N D A R D S • B R A N D E X T E N S I O N S

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B e a u t y S c h o o l

Max Factor beauty school i s des igned to teach you the sk i l l s you

wi l l need, inspire you to explore your pass ion and creat iv i ty. We

of fer a unique learning environment that guarantees the f inest

and fun educat ion through hand-on, rea l wor ld exper ience .

We inspire our s tudents to exceed expectat ions and cont inue

the i r quest s for l i fe long learning beyond tradi t ional c las s room

instruct ion. Max Factor beauty school promote the concept that

educat ion encompasses more than learning bas ic technica l sk i l l s .

It i s about s tudents rea l i z ing the i r fu l l potent ia l and growing as

indiv idual s and profess ional s a l ike .

1 0 • B R A N D E X T E N S I O N S

3 0 • B R A N D I D E N T I T Y S T A N D A R D S • B R A N D E X T E N S I O N S 3 2 • B R A N D I D E N T I T Y S T A N D A R D S • B R A N D E X T E N S I O N S

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