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The White standard is a design research that manifests as a magazine and a map. It attempts to draw a line between the early physical anthropology until today’s beauty standards. This project was rises questions as: What is common between colonial skin color charts and today’s skin bleaching products? How whiteness counterparts with power, authority and maintains colonial inferiority that preserves the post-cold war world order. How advanced capitalism can justify and commercialize race and gender differences in favor of the white man? How commercial design becomes a propaganda machine and has a significant role of serving the actual power structure? How design can be used in order to be independent from commercial interest? The magazine presents 33 skin whitening products, advertisements and critical essays written by activists. The map shows how corporations and its brands take similar arrangement as it was at the colonial times, as if colonialism has never ended.