Amara Brand Standards

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AMARA BRAND S TA N D A R D S M A N U A L ART 323 SPRING 2020 P R O F E S S O R P AY N E ©ABIGAIL TIMMS, 2020


TA B L E O F C O N T E N T S Why Guidelines?

5 System Typography Specimens

Brand Introduction Company Intentions

6 7-9

Tagline

30 31-32

33

Mission

7

Brand Package

Vision

8

Letterhead

37-38

Va l u e s

9

Envelope

39-40

Business Card

41-43

Logo & Logo Usage Sy m b o l a n d Wo rd m a r k

10 11

Lockup Options

12-14

Clearspace

15-17

Minimum Size

18-20

Color Palette

21-25

Rules of Usage

26-27

Backgrounds

28-29

Touchpoints Credits

34-43

44-64 65


W H Y H AV E B R A N D I D E N T I T Y GUIDELINES? The purpose of this book is to help

should be directed by email to

the Amara brand work to establish

the Amara Corporate Office at

consistent communications that

marketing@amara.com.

build our reputation in the many communities we serve. Adherence to these guidelines will aid us in creating materials that speak to our audiences while maintaining one, unified voice. Any questions concerning the brand guidelines

5


BRAND INTRODUCTION Amara was originally founded in

actually shop, providing them with

1990 by Richard E. George and Terry

a place to purchase their favorite

Hanson. Their unique business plan

products, as well as try something

for Amara centered around retail

new. Since opening our first store in

beauty stores with a warm and

1990, Amara has grown to become

welcoming atmosphere, featuring

the largest U.S. beauty retailer and

both high-end and affordable

the premier beauty destination for

products. Amara focuses on

cosmetics, fragrance, skin and hair

creating store experiences that

care products, and salon services.

connect with how beauty lovers

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C O M PA N Y I N T E N T I O N S MISSION

Amara seeks to create an inviting a nd wel co mi ng co mm u n ity that promotes inclusivity while empowering our customers by providing an inviting atmosphere and comprehensive range of beauty products in every store. 7


C O M PA N Y I N T E N T I O N S VISION

Our goal is to be the most loved beauty destination of our guests and the most admired retailer by our associates, communities, partners and investors.

8


C O M PA N Y I N T E N T I O N S VA L U E S

The central values of Amara are transparency, inclusivity, and empowerment through the products we sell and the services we provide.

9


LOGO & USAGE Amara’s logo has been designed with care and attention to the our values and vision. Thus, it should never be used in a manner that conflicts with our brand identity.

The following pages show both correct and incorrect uses of Amara’s logo and should a l ways be adhered to in all company materials.

10


Symbol Wordmark

Symbol

Wordmark

SYMBOL & WORDMARK The Amara logo includes two key elements, the floral symbol and the brand’s name in the wordmark. 11


VERTICAL LOGO In order to preserve the brand’s integrity and ensure consistency, the Amara logo may only be used in either the above or of the following lockup options.

12


H O R I Z O N TA L L O G O Lockup options continued from the previous page.

13


SYMBOL Lockup options continued from the previous page.

14


C L E A R S PAC E To ensure legibility at all times the

measured by an element contained

Amara lockups employ clearspace

within the logo. Clearspace in the

Amara logo is both measured by the rules which must be followed. Clearspace is the necessary negative A from Amara as well as one petal space within and around a logo, of the symbol.

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C L E A R S PAC E Clearspace rules are continued from the previous page.

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C L E A R S PAC E Clearspace rules are continued from the previous page.

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W: 0.33” H: 0.32”

W : 1 .1 3 ” H: 0.28”

W: 0.6 0 ” H : 0 .4 4 ”

MINIMUM SIZE To p res erve t he i nteg r ity an d ens ure no m i s us e of the Amara logo, the symbol a n d w o r d m a r k should never appear smaller t ha n the measurements above.

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R: 250, G: 195, B: 109 C: 1, M: 25, Y: 67, K: 0 #FAC36D PMS: 1355 C

R: 154, G: 195, B: 178 C: 41, M: 9, Y: 33, K: 0 #9AC3B2 PMS: 2455 C

R: 58, G: 74, B: 78 C: 76, M: 58, Y: 55, K: 38 #3A4A4E PMS: 4202 C

R: 226, G: 116, B: 84 C: 8, M: 67, Y: 71, K: 0 #E27454 PMS: 2434 C

C O LO R PA L E T T E The color palette chosen for Amara

consistency of the brand identity.

was cultivated to reflect the vibrant

These color builds should be used

and inclusive company values.

for all Amara promotional, branding,

Continued adherance to the color

and advertising instances, both

builds listed above ensures the

digital and print.

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R: 226, G: 116, B: 84 C: 8, M: 67, Y: 71, K: 0 #231f20

R: 255, G: 255, B: 255 C: 0, M: 0, Y: 0, K: 0 #FFFFFF

C O LO R PA L E T T E C O N T I N U E D If the previous colors cannot be

always appear all black or all white

used, for example if the printer does with no mixing of colors within the not house those colors, the black

logo’s different pieces.

and white color builds shown above should be employed. The logo should

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COLOR LOCKUPS - VERTICAL

21


C O L O R L O C K U P S - H O R I Z O N TA L

22


COLOR LOCKUPS - SYMBOL

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AMARA No alternate typefaces

No tilting

No stretching

No excessive shrinking

No reflecting

No effects

RULES OF USAGE The rules listed on this page and the following outline several examples of misusing the Amara logo. Never manipulate or change the Amara symbol or wordmark in any way.

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No unapproved lockups

No overlapping

No change in line weight

RULES OF USAGE Rules of logo usage continued from the previous page.

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BACKGROUND IMAGES The examples above show how to properly use the Amara logo over background images. The full color versions of the logo should only be used on top of white. For all other implementations, the Amara dark grey, white, or black versions of the logo should be used. Blurred or simple images are most preferable for use underneath the Amara logo.

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Never place the white logo over a high-key image.

Never place the black logo over a low-key image.

Never place the color logo over an image.

Never place a logo over a busy image.

Never place any logo over a face.

Never place a color logo over an unapproved solid color.

BACKGROUND IMAGES The examples shown above and on the following page show how not to use the Amara logo over certain background imagery. 27


SYSTEM TYPOGRAPHY The typefaces chosen for Amara’s collateral have been carefully selected with the brand’s values in mind and thus should not be substituted for another type or ever misused. T he fo l l ow i n g p ag e s explain the rules concerning the uses of typefaces for advertising, promotional material, packaging, and other brand materials.

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Upgrade Upgrade Upgrade Upgrade Upgrade Upgrade Upgrade Upgrade Upgrade Upgrade Upgrade Upgrade

Upgrade Upgrade Upgrade Upgrade Upgrade Upgrade Upgrade Upgrade Upgrade Upgrade Upgrade Upgrade

UPGRADE TYPE SPECIMEN The central typeface that should be used for all Amara print and digital materials is Upgrade. Any weight of Upgrade may be used as long a s legibility is kept intact.

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Avenir Avenir Avenir Avenir Avenir Avenir Avenir Avenir Avenir Avenir Avenir

AV E N I R T Y P E S P E C I M E N If the computer creating Amara kept intact. This is the only instance letterheads does not house the in which Avenir may be used. Upgrade typeface, Avenir may be used instead. Any weight of Avenir may be used as long as legibility is

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Beyond The Surface Beyond The Surface Beyond The Surface Beyond The Surface Beyond The Surface Beyond The Surface Beyond The Surface Beyond The Surface Beyond The Surface Beyond The Surface Beyond The Surface Beyond The Surface

Beyond The Surface Beyond The Surface Beyond The Surface Beyond The Surface Beyond The Surface Beyond The Surface Beyond The Surface Beyond The Surface Beyond The Surface Beyond The Surface Beyond The Surface Beyond The Surface

TA G L I N E U S A G E The Amara tagline, Beyond The Surface, reflects the brand values. The tagline should never appear in a logo lockup, but should be typed in Upgrade, or Avenir if Upgrade

is not available. All weights may be used as long as legibility is kept intact. The tagline should never appear smaller than 8 points or about 0.9� wide by 0.10� high.

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B R A N D PAC K AG E Amara’s entire brand identity has

communication. The materials

been designed with attention and

and guidlines on the following

care to the values of the brand.

pages outline exactly how all

These values should also be

communication materials should

reflected in all interior and exterior

be created and implemented.

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LETTERHEAD F O R M AT

HEADER

8.5” x 11”

Upgrade Light, 10 pt #3A4A4E

BODY

Upgrade Book, 13 pt #3A4A4E

ALL COLOR LOGO OPTIONS M AY B E U S E D .

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1.53” 1 .4 5 ”

0.92”

0.28” 0.28”

0.28”

0.85”


ENVELOPE F O R M AT

ADDRESS

9.5” x 4.125” (#10)

Upgrade Book, 15 pt #9AC3B2

NAME

Upgrade Medium, 25 pt #9AC3B2

A L L B R A N D C O L O R S M AY B E USED FOR TYPE.

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2.50” 1.97” 0.35”

0.53”

1 .1 6 ”


BUSINESS CARDS F O R M AT

TITLE

2.5” x 2.5”

Upgrade Medium 6 pt, Majuscules #3A4A4E

NAME

Upgrade Book, 12 pt #3A4A4E

39


BUSINESS CARDS I N F O R M AT I O N

Upgrade Book, 6 pt #3A4A4E A L L B R A N D C O L O R S M AY B E U S E D .

40


1.6 6 ” 0 .4 8 ”

0.23” 0.21”

0 .4 6 ”

0 .4 0 ”

0.50”


TOUCHPOINTS The following pages contain examples of packaging, branding, promotional, and advertising materials instruct how Amara’s brand identity should be implemented.

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CREDITS deeezy.com freepik.com gumroad.com mockuptree.com mockupworld.com pexels.com pinterest.com pixabay.com unsplash.com zippypixels.com

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