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
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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.
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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.
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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.
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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
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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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