BRAND GUIDELINES
KEEP IT CLEAN Creating a brand identity takes work - so does maintaining it. The provided style guidelines will help ensure that the ALKYMI logo is applied in a way that supports the brand identity and image while upholding the brand’s high aesthetic standards.
ALCHEMY
/alkemē/ nounn A philosophical and protoscientific tradition practiced throughout Europe, Africa and Asia. It aimed to purify, mature, and perfect. Alkymi is the Danish pronunciation.
TABLE OF CONTENTS Project Brief
1
Design Overview
3
Basic Elements
5
Color
7
Type
9
Logo
11
Stationery
17
Signage
25
PROJECT BRIEF
CLEAR
CARING
CREATIVE
Every ingredient that’s included
All of our formulas are original,
We believe that your skincare
in ALKYMI products is there for a
and tested by us, never on
ritual should be enjoyable. From
specific reason. Our products are
animals and always from scratch.
attentively designed packaging
pure, highly concentrated, and
Knowing that everything we put
and labels that really allow our
effective — and we make sure you
on our skin quickly absorbs into
ingredients to shine through, to
know that. We create products
our bodies, we make sure to
intoxicating scents and textures,
that give you clear results, with
ethically source the finest, natural
we truly want you to love your
a little bit of indulgence in mind.
materials the earth has to offer.
skincare and bathing routines.
2
DESIGN OVERVIEW
CONCEPT
AESTHETIC
INFLUENCE
A major concept of the ALKYMI
ALKYMI’s aesthetic is simple,
A variety of elements influenced
brand is combining the power
clean, and of course, botanical.
the overall design and appeal
of nature with the proof of
It utilizes illustrative, plant and
of the ALKYMI brand idenitity.
science, two highly contrasting
floral elements as well as bold
Examples include the periodic
ideas. The design should reflect
and sharp colors and shapes.
table of elements, the alchemic
that contrast. This is achieved by
This gives off a “we’re serious
table of elements, leaves and
blending whimsical, illustrative
about our products, but we like
flowers, botany, the West coast,
elements with solid, clean, and
to have fun with our packaging
essential oils, etc. All played an
scientific influences.
design” message.
important part in the project.
The overall mission of the ALKYMI brand design initiative is to produce a strong, recognizable logo that encompasses a solid, influential brand identity and a simple, clean, botanical aesthetic that targets skincare and health enthusiasts aged 20 to 40 years old.
4
BASIC ELEMENTS
WHAT ARE THEY? A brand identity is not built on one thing. It is comprised of several smaller elements that add up to the bigger picture. The basic elements that make up the brand’s aesthetic include the color palette, typography choice, and logo design.
6
COLOR ALKYMI is all about fun, vibrant, and playful colors that contrast with sharp, modern elements. Color is what visually separates ALKYMI’s products from one another. Each color has its own scent, ingredients, and energy. They’re what makes ALKYMI so recognizeable.
PRIMARY OCEAN BREEZE
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ICE
EARTH
RGB: 189, 228, 229
RGB: 225, 225, 225
RGB: 30, 30, 30
CMYK: 24, 0, 10, 0
CMYK: 0, 0, 0, 0
CMYK: 72, 65, 66, 75
#BDE4E5
#FFFFFF
#1E1E1E
Ocean Breeze is the one
Ice, or just plain white,
Earth, or basically black,
potion that started it all-
is major part of ALKYMI’s
serves as the major point
so it is the brand’s iconic
brand. The appearance of
of contrast in the color
color. Whenever talking
the color provides open
scheme. Earth should be
about ALKYMI in general,
white space for breathing
used against white and
or the specific Ocean
room and leaves a blank
the other pastel colors to
Breeze collection, this
canvas for the placement
provide a sharp contrast
color should be used.
of content.
to the brand.
ALTERNATIVES Depending on the product profile, color changes. These are the colors that can also be used with ALKYMI products and promotional materials. They should be combined with the white and black swatches from the previous page, and used according to category.
DAISY DUKE
ROSIE
VIRGINIA GREEN
MARIGOLD
LAVISH
RGB: 251, 247, 188
RGB: 255, 218, 236
RGB: 189, 249, 194
RGB: 255, 216, 170
RGB: 214, 208, 253
CMYK: 2, 0, 33, 0
CMYK: 0, 18, 0, 0
CMYK: 25, 0, 33, 0
CMYK: 0, 16, 35, 0
CMYK: 14, 17, 0, 0
#FBF7BC
#FFDAEC
#BDF9C
#FFD8AA
#D6D0FD
ACCENT ALKMYI’s accent colors are seldom used, but when they are, they add an extra pop of contrast. Ash and Charcoal
ASH
CHARCOAL
RGB: 187, 192, 195
RGB: 86, 86, 87
CMYK: 27,19,18, 0
CMYK: 64, 56, 55, 30
#BBC0C3
#565657
should be utilized in contexts of black and white materials, or when the white version of the logo is showcased.
8
TYPOGRAPHY AVENIR BLACK
AVENIR LIGHT
HELVETICA NEUE BOLD
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !?@#$%&*()
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !?@#$%&*()
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !?@#$%&*()
Avenir Black should be applied
Avenir Light is present in the
Helvetica Neue Bold is only used
to headers, headlines and titles
botanicals and date portion of
for the actual word ALKYMI in
when describing any ALKYMI
the logo. It is also used for any
the logo. It should never be used
products or concepts.
body text regarding the brand.
anywhere else.
The selected typefaces are modern sans serifs that produce a minimalistic effect that is clean and easy to read. See the next page for examples of their application and usage.
9
TYPOGRAPHY IN USE
THE POWER OF NATURE WITH THE PROOF OF SCIENCE ALKYMI’s products are 100% naturally dervied and formulated to be extra powerful.
10
LOGO DESCRIPTION The concept behind the logo came from the idea of putting something graphic, sharp and mechanical against something natural, botanical and whimsical: like a laboratory in the middle of a jungle. The logo was created around the knowledge that it would typically be placed over a colorful illustrative piece. A major influence on the logo was the periodic table of elements. The practice of alchemy included a periodic table of its own, so using the form of the table, ALKYMI was able to incorporate both ancient and modern scientific influences. The logo is fresh and modern as well as clean and versatile. It represents a brand that is both scientific and earth-friendly, one that cares about what you put on your skin.
Periodic Element Symbol Date established
Ocean Breeze Blue, modern sans serif
11
FRESH
NEW
MODERN
CLEAN
BOLD
OCEAN
TRENDY
SCIENCE
GRAYSCALE + RATIO
8.5x
x
2.5x
x
Whenever ALKYMI is presented in black and white or without color context, this version of the logo should be implemented. The ratio follows the “x-height� of the lower box in the logo. The x-height was used to construct the boxes that make up the entire image.
12
PRIMARY LOGO
Primarily, this version of the logo, in the color Ocean Breeze, should be used unless in the context of another color (Rosie, Daisy Duke, etc.). It is the main logo used to represent the brand.
13
VARIATIONS
This version of the logo contains black outlines, without a white background. It is intended for use on lighter backgrounds, like Ice or Ash.
This version of the logo contains white outlines, without a background. It is intended for use on darker backgrounds, like Charcoal or Earth.
14 16
CLEAR SPACE
x
.5x .5x
The clear space surrounding the logo should exceed the at least half the x-height of the logo on all four sides (refer to page 15 for the ratio).
MINIMUM SIZE 1.5”
The logo itself should never measure below 1.5” in width. Scaling down any further distors the test and reduces readability. Should the logo exceed the 1.5” minimum, the established date should be removed.
15
LOGO: MISTAKES
never
The logo should always
be shown in colors other
appear without the black
have a white background
than those listed in the
(or white) boxes. Otherwise
and an accompanying color
variations,
all
when placed on patterns,
The
logo
should
never
otherwise
it
does not follow the brand.
The
logo
the
should
elements
randomly placed.
looks
illustrations, or images.
The current page describes unacceptable ways to utilize the logo. The examples reduce readibility and fail to uphold the brand identity.
16
STATIONERY
WHATS IN IT? Stationery refers to manufactured writing materials, including but not limited to paper, envelopes, writing implements, continuous form paper, and other office supplies. This stationery set includes a letter, business card, envelope, CD cover and disk, and a folder. Additional items not in the stationery include a product label and shopping bag.
18
LETTERHEAD 2.25” 1” 1”
.5”
3”
11”
1.5” 1.5”
.6” ALKYMI Botanicals 6357 Skin Heaven Rd. Los Angeles, CA 90210
Alyssa Egeskov Graphic Designer www.ALKYMI.com
8.5”
19
P: (702) 635-6357 F: (702) 635-6355 E: alkymi@alkymi.com
BUSINESS CARD 1.5”
1.125”
.3”
.7” .7” .5” 3.5” .5” .5”
1.75”
ENVELOPE 9.5”
.3”
COMPANY HEADQUARTERS ALKYMI Botanicals 6357 Skin Heaven Rd. Los Angeles, CA 90210
4.125” 2”
.2”
20
CD + COVER 5.12” 1.7”
5.12”
FOLDER
4.6”
3” 3”
3.5” 12”
3.5”
5.5” 4”
21
9”
www.ALKYMI.com
3.5”
PRODUCT LABEL (ADDITIONAL ITEM) 3” 1.5” .35”
2.2”
5”
.7”
.3”
2.8”
.3”
.7”
1.5”
SHOPPING BAG (ADDITIONAL ITEM) 5” 3.5” 3.2”
1” 13”
www.ALKYMI.com
4”
10”
22
STATIONERY SET
23
ADDITIONAL ITEMS
1
2
1. Shopping bag mockup. 2. Product label mockup.
24
SIGNAGE
WHAT ARE THEY? This portion of the style guide contains signs, primarily viewed by the public. The following signage package includes an entry sign, a spa menu, an aisle marker, a storefront window sale sign, and a color guide. All are intended for use on, inside, and around the boutique.
26
EXTERIOR ENTRY 3.5’
1.5’
.4’
5’6”
27
WINDOW SALE 10”
10”
7”
3.5”
48”
2”
4” 42”
4”
7” 7” 5’6” 30”
6”
36”
28
AISLE MARKER 10’ ceiling 2’ 10” 7” 4”
6” 13”
2’
5’6”
29
SPA MENU
8”
2.5” FACIALS
3” HEAVENLY
8”
2”
THE SPA MENU 4”
This facial is so awesome it leaves your skin feeling hella dope.
GORGEOUS This facial is so awesome it leaves your skin feeling hella dope.
BLISS ME This facial is so awesome it leaves your skin feeling hella dope.
ROCK STAR This facial is so awesome it leaves your skin feeling hella dope.
2” .5”
GOLDEN
This facial is so awesome it leaves your skin feeling hella dope.
HONEY DEW This facial is so awesome it leaves your skin feeling hella dope.
2.5”
1”
8”
30
COLOR GUIDE wood
10”
paper
8.5”
11”
12.5”
3” 4”
5.5”
1.5” 1.5”
1.5”
31
5.5”
IN ACTION
1
2
3
4
5
6
1. 2. 3. 4. 5. 6.
View from storefront entrance: entry sign above doorway. View from storefront window: sale sign in window display. View from inside store: hanging department sign. View from inside: color guide hanging on wall. Mockup: square-shaped, flipbook spa menu. Combination: color guide, aisle sign, and spa menu.
32
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QUESTIONS? For all questions regarding the ALKYMI brand identity or items in the brand guidlines, please contact the designer: Alyssa Egeskov 702.557.4243 egeskov@unlv.nevada.edu