STANDARDS MANUAL
MB M AR I O B ADE SC U
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STANDARDS MANUAL
MB M AR I O B ADE SC U
INDEX
As a touchstone of quality skincare, Mario Badescu has built a reputation as a company that delivers confidence to aid and delight its customers. Our well-respected brand is our most valuable asset. It embodies all that we stand for, conveys the principles and beliefs upon which we operate and serves as our introduction in any forum. Recently, our corporate brand has been modernized and adapted to build upon and protect our reputation. As we continue to communicate with a variety of audiences, from customers to shareholders, suppliers to partners, consistent application of our revitalized brand is crucial to maintaining Mario Badescu’s image. This manual contains guidelines, rules and examples for upholding the brand throughout all aspects of Mario Badescu’s corporate and marketing communications. If you have any questions regarding the use of the Mario Badescu’s identity that are not addressed within this document, please contact the Corporate Communications department at +1 732.510.2800. 4
INTRODUCTION I 6 BRAND I 8 VISUAL ELEMENTS I 10 LOGO I 12 TYPOGRAPHY I 14 LOGO&TYPE USAGE I 16 COLOR PALETTE I 18 PATTERNS I 20 ILLUSTRATIONS I 22 COLLATERAL I 26 PACKAGING I 28 WEBSITE I 32 SIGNAGE I 34 ADVERTISING&PROMOTION I 36 VEHICLE I 38 UNIFORMS I 40 BAGS I 42 GIFT CARD I 44 PRINT MATERIAL I 46 LETTERHEAD I 48 BUSINESS CARD I 50 ENVELOPE I 52 BROCHURE I 54
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INTRODUCTION
MARIO BADESCU BRAND
Mario Badescu’s Vision Simplicity is the key to healthy, clean, radiant skin. We’ve always said that confidence starts with beautiful skin: it’s our duty to bring that to you. We pride ourselves in still offering the same personal, customized skin care treatments that were Mario’s patent offerings. Everyone deserves good skin care. Throughout the years, we have maintained Mario’s dedication to offering our skin care products at exceptional prices. Mario Badescu’s Mission To brighten up the world with our time-tested skin care treatments and products, in order to provide customers with the beautiful and healthy skin every human being is entitled to. Mario Badescu’s Values Our values reflect our core ideologies and drive the decisions we make. Simple We keep things simple to focus on our products. Gentle We produce and provide products and services that are gentle. Effective We produce and provide products and services that are effective. Natural We produce and provide products and services that are natural. Affordable We provide high-quality products and services that are affordable. 8
How did Mario Badescu begin? Mario Badescu had a vision to bring to New York City his European-style facials—and it was in 1967, out of his two-room Manhattan apartment, when the world-renowned salon and product line were born. News of his unique philosophy and loyal following quickly spread and Badescu’s home-turned-studio flourished. Fifty years later, Mario Badescu is the name that continues to transcend generations and span the entire life-cycle of skin: from powerful acne solutions all of the way to potent anti-aging treatments, we customize regimens for every imaginable skin type and concern.
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VISUAL ELEMENTS
LOGO
New Mario Badescu Logo Our redesigned logo emphasizes the simplicity and gentle qualities of our brand. The color changed from a classic green that’s often used among skincare brands, to a refreshing blue-ish green color. The curves of the typography and addition of the dandelion icon reflect the naturalness of our products without having to say it. 12
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TYPOGRAPHY
Mario Badescu Typography Choosing a typeface is important, because it connects to the overall identity of the brand. Our identity reflects our vision, mission, and values. 14
SIMPLE, GENTLE, AND EFFECTIVE.
FLAMENCO REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12345678910 FLAMENCO BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12345678910 15
LOGO & TYPE USAGE
Mario Badescu Logo & Type Usage Requirements One of the most important things for successful branding is consistency among all of the elements. The logo color can be any of the three colors shown and the white logo can be on a colored background (of the three colors shown). In some cases, the copy, “Mario Badescu” can be shifted to be next to the logo instead of below it. The logo should never be put on a busy background, warped/distorted, incorrectly scaled, or in a color that’s different than the three colors shown. 16
CORRECT USAGE
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MB M A R I O B A D E S C U INCORRECT USAGE
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COLOR PALETTE
Mario Badescu Color Palette The Mario Badescu color palette has been developed to provide a recognizable brand personality. It is to be used across all visual media including advertising, collateral, sales materials, and web marketing. Consistent use of the color palette helps build and reinforce brand recognition by creating a strong recognizable look for Mario Badescu. 18
PRIMARY PMS: 7721 R: 72 G: 114 C: 74 M: 42
B: 117 Y: 47
SECONDARY PMS: 428 R: 175 G: 180 B: 184 C: 32 M: 23 Y: 23
SECONDARY DESIGNER BLACK R: 0 G: 0 B: 13 C: 70 M: 50 Y: 30
K: 14
SECONDARY PMS: 7475 R: 108 G: 137 B: 139 C: 61 M: 35 Y: 41
K: 5
K: 0
SECONDARY PMS: 5255 R: 94 G: 86 C: 65 M: 64
K: 20
K: 100
SECONDARY WHITE R: 255 G: 255 B: 255 C: 0 M: 0 Y: 0 K: 0 19
B: 107 Y: 40
PATTERNS
Mario Badescu Patterns The Mario Badescu color patterns have been developed to provide a recognizable brand personality. Patterns are to be used across all visual media including advertising, collateral, sales materials, and web marketing. The patterns are available for download at: http://doc6.mariobadescu.com/patterns. 20
ALL SKIN TYPES
DRY, COMBO & OILY SKIN
DRY OR SENSITIVE SKIN
SENSITIVE SKIN
OILY OR SENSITIVE SKIN
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ILLUSTRATIONS
Mario Badescu Illustration Style The patterns, shown, are never to be used together and can be alternated out by any of the colors in the color palette. This demonstrates the illustration style that should be used when creating patterns based on product ingredients. The patterns are available for download at: http://doc6.mariobadescu.com/patterns. 22
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COLLATERAL
PACKAGING
Mario Badescu Packaging The Mario Badescu packaging emphasizes the brand through its clean, yet simple, design. The packaging corresponds to each skin type, which can be found on pages 20 & 21. The logo measures a size of ~1.65x 1.64’’ All of the packaging design templates are available to view at: http://doc6.mariobadescu.com/packaging. 28
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WEBSITE
Mario Badescu Website Having a website is a great way to gain more exposure for the store. Since the Mario Badescu Salon only has one location in New York, it is important that consumers can conveniently shop online if going to one of the retail stores that the Mario Badescu brand is located in is not possible. The website also features more information about the salon and brand, a skin analysis, ideas for gifts, press, store information, a blog, and contact information. 32
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SIGNAGE
Mario Badescu Signage The preferred color treatment for any type of signage is always MB Green. Alternatively, when restrictions or background colors require another color, black, white, or gray letters are allowed provided there is sufficient contrast with the background. From the logo, “Mario Badescu� may shift to the right of the initials for legibility purposes. 34
From the logo, “Mario Badescu� may shift to the right of the initials for legibility purposes.
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ADVERTISING&PROMOTION
Mario Badescu Advertising/Brand Promotion The preferred color treatment for any type of signage is always MB Green. Alternatively, when restrictions or background colors require another color, black, white, or gray letters are allowed provided there is sufficient contrast with the background. Requirements: Needs to be simple. Needs to be relevant. Should include Unique Selling Proposition (USP)— Simple, Gentle, Effective. To get noticed (new products): A prominent use of the words “new” or “introducing”. A proper brand image— who we are, what we are, and support through imagery and copy. To get a consumer response: Provide a product benefit. Provide a product support rationale through imagery and copy. Provide a point-of-view— relevant and of interest to the target market. Provide a prominent promotion offer (if necessary). 36
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VEHICLE
Mario Badescu Vehicle This vehicle will be used for bringing products back and forth to trade shows, events, and in-home salon visits. The bold color of the vehicle is eye-catching and serves as free widespread advertising. 38
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UNIFORM
Mario Badescu Uniform The apron is to be worn by any Mario Badescu salon employee. The uniform only features the Mario Badescu color palette, logo, and icon — keeping things simple and consistent. 40
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BAGS
Mario Badescu Bags The Mario Badescu shopping bag and tote bags are a great form of advertising that creates word of mouth, or buzz, that will create a reputation and increase awareness about the Mario Badescu brand. 42
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GIFT CARD
Mario Badescu Gift Card The Mario Badescu gift card is standard size (3.375x2.125’’x.30mil thickness). The gift card sleeve imitates the standard-sized gift card in dimensions. These gift cards can be used and bought at, both, the salon and online at mariobadescu.com. 44
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PRINT MATERIAL
LETTERHEAD
Mario Badescu Letterhead The Mario Badescu stationery reflects the clean and simple nature of the brand and emphasizes the brand identity by using MB Green in both the logo and icon. The logo should measure a standardized size of .808x.9415’’ and the icon drapes over the stationery, set at 10% opacity. The letterhead measures 8.5x11’’ and the template is available for download at: http://doc6.mariobadescu.com/stationery. 48
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BUSINESS CARD
Mario Badescu Business Card The Mario Badescu stationery reflects the clean and simple nature of the brand and emphasizes the brand identity by using MB Green in both the logo and icon. The logo should measure a standardized size of .808x.9415’’ and the icon drapes over the stationery, set at 10% opacity. The business card measures 3.5x2’’ and the template is available for download at: http://doc6.mariobadescu.com/stationery. 50
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ENVELOPE
Mario Badescu Envelope The Mario Badescu stationery reflects the clean and simple nature of the brand and emphasizes the brand identity by using MB Green in both the logo and icon. The logo should measure a standardized size of .808x.9415’’ and the icon drapes over the stationery, set at 10% opacity. The envelope measures 9.5x4.125’’ and the template is available for download at: http://doc6.mariobadescu.com/stationery. 52
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BROCHURE
Mario Badescu Brochure The Mario Badescu Salon Services brochure remains consistent and maintains a certain brand identity through the use of the color palette, typography, logo, and iconography. Brochures measure a standardized size of 8.5x11’’, when unfolded, and should follow the format shown, if ever alterated. The brochure template can be downloaded for easy editing and printing at: http://doc6.mariobadescu.com/brochure. 54
FA C I A L S
MASSAGES
E U R O P E A N FA C I A L $ 6 5
B O DY M A S S A G E $ 7 0
Our signature deep-cleaning treatment targets dullness and pore congestion to reveal radiant, revitalized skin.
Unwind and de-stress with a relaxing, therapeutic body massage.
S E R I E S O F S I X FA C I A L S * $3 2 5
R E F L E XO LO GY $ 45
G i f t yo u r s e l f — o r s o m e o n e s p e c i a l — w i t h a s e r i e s o f s i x o f o u r wo r l d- r e n ow n e d E u r o p e a n f a c i a l s .
De-stress with an ancient healing technique designed as a therapeutic method of relaxation. Highly recommended as an add-on during your facial. 25 minutes long.
G LYC O L I C A C I D T R E AT M E N T $ 5 0 A c h i ev e yo u r b e s t c o m p l e x i o n y e t w i t h o n e o f o u r m o s t v e r s a t i l e — a n d p o p u l a r — f a c i a l t r e a t m e n t s .
FA C I A L A D D - O N S
H A I R R E M O VA L
A L P H A P E E L I N G T R E AT M E N T $ 2 0
THREADING
Uncover soft, smooth, radiant skin with our all-natural Lemon-based mask.
Threading is ideal for those with sensitive skin. This method is also ideal for achieving a precise, beautifully-shaped brow.
V I TA M I N C T R E AT M E N T $3 5
E L E C T R O LYS I S
B r i g h t e n a n d p e r f e c t w i t h p ow e r f u l a n t i o x i d a n t V i t a m i n C fo r a m o r e r a d i a n t , yo u t h f u l- l o o k i n g c o m p l e x i o n .
Permanently* remove hair from any part of the body. Be sure to schedule a consultation first to determine the best course of treatment.
APPOINTMENT HOURS
G O L D T R E AT M E N T $ 4 0
WA X T R E AT M E N T S
I n d u l g e w i t h a l u x u r i o u s b l e n d o f p r e c i o u s g o l d , m i n e r a l- r i c h a l g a e , a n d n o u r i s h i n g p r ot e i n fo r m a x i m u m
Achieve silky-smooth, touchable skin that lasts.
age-defying benefits.
P E A R L T R E AT M E N T $ 4 0 U nv e i l a m o r e l u m i n o u s a n d yo u t h f u l- l o o k i n g c o m p l e x i o n w i t h t h i s n u t r i e n t - r i c h t r e a t m e n t i n f u s e d w i t h p r e c i o u s p e a r l p owd e r.
MONDAY 10:00AM - 4:30PM
WEDNESDAY 11:00AM - 7:00PM
FRIDAY 10:00AM - 4:30PM
TUESDAY 10:00AM - 4:30PM
THURSDAY 11:00AM - 7:00PM
SATURDAY 9:00AM - 3:30PM
A L G A E S E AW E E D T R E AT M E N T $ 4 0 E x p e r i e n c e o u r n ew e s t t r e a t m e n t s p e c i a l ly d e s i g n e d t o c o m fo r t s e n s i t i v e s k i n w i t h s o ot h i n g h yd r a t i o n .
S PA T R E AT M E N T S
C H A R C OA L M A S K $ 4 0
E U R O P E A N FA C I A L $ 6 5
D e t o x a n d r e f r e s h o i ly , c o n g e s t e d c o m p l e x i o n s .
Our signature deep-cleaning treatment targets dullness and pore congestion to reveal radiant, revitalized skin.
ACNE SULFUR MASK $40
B O DY M A S S A G E $ 7 0
Clarify problem skin to encourage a clearer, healthier-looking complexion.
Unwind and de-stress with a relaxing, therapeutic body massage.
G I N K G O - C O L L A G E N T R E AT M E N T $3 0
R E F L E XO LO GY $ 45
S o o t h e d e l i c a t e s k i n . H i g h ly r e c o m m e n d e d fo r s e n s i t i v e s k i n , a f t e r f a c e wa x i n g , o r a f t e r e x t r a c t i o n s .
De-stress with an ancient healing technique designed as a therapeutic method of relaxation. Highly recommended as an add-on during your facial. 25 minutes long.
B OTA N I C A L S O OT H I N G T R E AT M E N T $ 2 0
B A C K O R C H E S T " FA C I A L " $ 6 5
C o m fo r t a n d d e - s t r e s s d e l i c a t e o r e a s i ly i r r i t a t e d s k i n .
H e l p b a n i s h b o dy b r e a ko u t s w i t h a 5 0 - m i n . d e e p - c l e a n i n g t r e a t m e n t s p e c i a l ly d e s i g n e d fo r t h e b a c k a n d c h e s t .
M A R I N E C O L L A G E N T R E AT M E N T $ 2 0
A L M O N D & H O N E Y B O DY P O L I S H $ 9 5
E n h a n c e s k i n t o n e , t e x t u r e , a n d e l a s t i c i t y w i t h o u r d e e p ly n o u r i s h i n g , a n t i - a g i n g t r e a t m e n t .
S of t e n , s m o ot h , a n d n o u r i s h s k i n w i t h t h i s d e l i c i o u s b o dy- b u f f i n g b l e n d .
Q - 1 0 A N T I -W R I N K L E T R E AT M E N T $3 5
D E A D S E A S A LT S C R U B $ 9 5
F i r m a n d r e n ew l a c k l u s t e r s k i n w i t h yo u t h - b o o s t i n g i n g r e d i e n t s . No u r i s h i n g a n t i o x i d a n t s a n d h yd r a t i n g a g e n t s h e l p u n c ov e r a m o r e r a d i a n t c o m p l e x i o n .
S of t e n a n d s m o ot h ev e n t h e t o u g h e s t o f d r y , f l a k y s k i n w i t h o u r i nv i g o r a t i n g s e a s a l t s c r u b .
Q - 1 0 A N T I -W R I N K L E C O L L A G E N E Y E T R E AT M E N T $ 2 5
S E AW E E D B O DY W R A P $ 1 0 5
Hyd r a t e , l i f t , a n d s m o o t h t i r e d ey e s .
A c h i ev e a n a l l- ov e r r a d i a n t g l ow w i t h o u r f u l l- b o dy w r a p of m i n e r a l- r i c h m a r i n e i n g r e d i e n t s .
S PA M A N I C U R E $ 2 6
SUGAR SCRUB $95
Ta k e yo u r m a n i c u r e t o t h e n e x t l ev e l . D u e t o s p a c e c o n s t r a i n t s , s p a m a n i c u r e s m ay o n ly b e s c h e d u l e d s i m u l t a n e o u s ly w i t h f a c i a l s .
S of t e n a n d s m o ot h s k i n f r o m h e a d t o t o e w i t h a sw e e t , n a t u r a l p o l i s h .
S PA P E D I C U R E $3 7. 5 0 Ta k e yo u r p e d i c u r e t o t h e n e x t l ev e l . D u e t o s p a c e c o n s t r a i n t s , s p a p e d i c u r e s m ay o n ly b e s c h e d u l e d s i m u l t a n e o u s ly w i t h f a c i a l s .
MANICURE $15 P r i m p a n d p a m p e r fo r b e a u t i f u l h a n d s . D u e t o s p a c e c o n s t r a i n t s , m a n i c u r e s m ay o n ly b e s c h e d u l e d s i m u l t a n e o u s ly w i t h f a c i a l s .
PEDICURE $25 P r i m p a n d p a m p e r fo r b e a u t i f u l f e e t . D u e t o s p a c e c o n s t r a i n t s , p e d i c u r e s m ay o n ly b e s c h e d u l e d s i m u l t a n e o u s ly w i t h f a c i a l s .
G LYC O L I C A C I D T R E AT M E N T $ 45 A c h i ev e yo u r b e s t c o m p l e x i o n y e t w i t h o n e o f o u r m o s t v e r s a t i l e — a n d p o p u l a r — f a c i a l u p g r a d e s .
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*A p p o i n t m e n t h o u r s s u b j e c t t o s e a s o n a l / h o l i d ay c h a n g e s . P l e a s e a r r i v e 1 0 m i n u t e s p r i o r t o yo u r a p p o i n t m e n t t o c h e c k i n . W e h i g h ly r e c o m m e n d s c h e d u l i n g yo u r n e x t a p p o i n t m e n t b e fo r e l e a v i n g t h e s a l o n . C a n c e l l a t i o n s r e q u i r e 2 4- h o u r n o t i c e .
SIMPLE, GENTLE, AND EFFECTIVE. 56
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