Brand Style Manual
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Wende Zomnir, CEO Urban Decay
“A lot of what makes a woman beautiful is knowing what works; how to put your best self forward.� -Wende Zomnir
Ta b l e o f C o n t e n t s Mission Statement How To Use This Manual
Primary Identity Elements:
Brand Overview The Mark Typography Color Palette Imagery Sizing Accepted Usage/Unacceptable Usage Grids for Various Publications Competition Business Cards Stationary Packaging Vehicles Signage Uniforms Promotional Products Advertising Marketing Materials Online On-Air
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Mission Statement Urban Decay is committed to challenging the stereotypical notions of beauty by providing women with vegan friendly and cruelty-free beauty products in the alternative makeup colors they crave.
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How to Use This Manual The purpose of this manual is to create visual consistency within the company. This manual gives specific details on how to properly use the updated Urban Decay logo and how to successfully create a seamless brand identity through advertising, packaging, signage, and any other forms of communication.
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Brand Overview Since 1996, Urban Decay has been known for its edgy brand identity, quirky cosmetic names, and unique color palette. In order to better represent our brand, we have modernized our logo by incorporating a light youthful color scheme and developing a more complex design. Our new brand aesthetic will focus primarily on urban textures coupled with artistic makeup techniques and a messy punk personality. The look we are redirecting our brand towards is Glam Grunge.
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The Mark: Symbol In order to modernize our existing logo, we got rid of the pre-existing Old English font and replaced it with something more sleek and modern. The concept of this design was inspired by our company name, Urban Decay. With the use of negative space, we designed this symbol to look as if a urban skyline was extending into the bottom of letters. In comparison, when viewing the positive space it gives an illusion of the letters decaying.
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The Mark: Logotype
For the symbol and logotype we updated the color scheme by replacing the dark purple with a lighter and more vibrant color. We also carried over the font we used for the symbol and slightly staggered the letters to give the logotype a more playful and youthful look.
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Ty p o g r a p h y Minion Pro: Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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To be used for text in any marketing material or packaging.
Arial: Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Arial: Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
To be used when manually recreating logo and typeface.
To be used for headings with a tracking of 230 (in thousandths of an em).
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Color Palette This is the new color palette for the Urban Decay brand, featured with variations of our pre-existing eyeshadow colors. These colors represent the main color scheme of our new logo, packaging, and marketing. We will focus mainly on the colors OIL SLICK and S&M, while using the colors GRAVITY, ASPHYXIA, SWF, and HEARTLESS as accent colors to bring attention to the logo and other imagery.
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OIL SLICK
CMYK: 68/61/60/49 RGB: 61/61/61 Pantone: 7 C
S&M
CMYK: 15/11/12/0 RGB: 214/214/214 Pantone: 1 C
GRAVITY
SWF
ASPHYXIA
HEARTLESS
CMYK: 33/34/2/0 RGB: 170/163/203 Pantone: 7445 C
CMYK: 8/8/1/0 RGB: 229/227/238 Pantone: 656 C
CMYK: 3/39/0/0 RGB: 236/173/206 Pantone: 203 C
CMYK: 2/19/0/0 RGB: 245/213/229 Pantone: 670 C
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Imagery
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Settings Settings will consist of moody imagery set around a desolate urban landscape. The imagery will have a mysterious and eerie feel with components such as chipping paint, graffiti, and moss. This raw urban theme will be implemented throughout marketing and packaging.
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Models The models that we choose to feature in our advertising will be from various ethnicities and will have a variety of body types, this includes plus size models. The urban decay customer consists of women with various skin tones, hair textures, body types, and facial features. Therefore, we want our models to reflect that as well.
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Makeup & Hair The makeup featured will consist of the companies newest eyeshadow shades. Some imagery will contain smeared makeup and pairings of contrasting makeup colors. Hair will appear messy and unkept either down with slight waves, in a messy up-do, or in a edgy pixie cut.
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Poses Poses will be more natural and laid back as opposed to high fashion. The makeup should be the main focus at all times. For imagery that contains head-shots, face framing should be utilized by the model, but should not fully cover or distract from the makeup itself.
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Minimum Sizing:Print
1.472 inches
1 inch
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This logo can be printed at any maximum size for advertising purposes. If the project requires that you need to print a smaller size of the logo, the image to the left displays the minimum dimensions in inches. Do not print smaller than the specified dimensions, doing so will cause the logo to become unreadable and unrecognizable.
Minimum Sizing:Web
43 px
33 px
In this diagram, it displays the minimum dimensions you can decrease the size of the logo in pixels. Do not reduce the logo smaller than the diagram specifies, doing so will cause the image to become unreadable and pixelated. This minimum size should be reserved to only favicons, any other project that requires a reduction of size should be slightly larger.
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Acceptable Usage 1.
1. 2. 3. 4. 5.
Applying specific texture overlay Applying specific gradient Pink variation Black variation Original purple variation
*** A white variation of the logo is also accepted.
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Unacceptable Usage 1. DO NOT tilt logo 2. DO NOT change color to hue outside of color palette 3. DO NOT overlay typeface over logo 4. DO NOT position typeface next to logo 5. DO NOT add stroke to logo 6. DO NOT stretch logo or typeface
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Publication Grids Direct Mail Layout
This is the grid layout for certain marketing materials and our website. This should be used as a reference when developing direct mailers or when making changes to the website layout.
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5 in
7.5 in
Website Layout
11 in
18 in
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Competitors
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Our biggest competitor, they are the most well known makeup brand with the highest prices.
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More obscure than the first two companies, but they have a competitive pricing strategy that still makes them a threat.
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Our second biggest threat, they are well known with a pricing strategy similar to MAC.
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Best known for their primers, they are not as popular as the previous two. Prices are similar to that of Urban Decay.
More of an indirect competitor, they sell products at local drug stores as opposed to Ulta or Sephora. They are very well known have low prices.
High $$
Well Known
Obscure
Low $$ 24
Business Card
The new business card will consist of a textured black card. On the front we will have a textured imprint of our logo on the left hand side, with the employee’s name, the store’s phone number, address, and website.
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On the back of our business cards, it will feature an enlarged form of our logo, positioned in the center of the card. All business cards will display the texture overlay version of our new logo and typeface.
Stationary 8.5 in
5 in
The company letterhead will have our logo positioned in the top right corner. The top left corner will state Urban Decay Cosmetics with our new flag ship store address, phone number, and website.
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Envelopes will have the company logo on the bottom left and the inside of the envelope will feature various textures.
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Packaging
These are examples of how our new logo will be translated onto existing product packaging. The old logo and typeface will be replaced with our new updated logo.
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Ve h i c l e s
This is a representation of how our new brand image will be translated towards the vehicles we use for distribution. Along the side of the trailer, it will feature an image from our current marketing campaign with our logo enlarged beside it. On the top of the cab, it will display our iconic urban skyline in our new company color.
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Signage:Exterior This is how the exterior signage will be displayed at our new flagship store and any other subsequent stores in the future. Only the original purple variation may be used in exterior signage, no textures or gradients may be applied.
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Signage:Interior In the interior of the store, our new logo and typeface will be featured throughout. Only purple, black, and white variations of the logo may be used, effects such as gradients and texture overlays are acceptable if needed by the designer.
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Uniforms Urban Decay currently does not have uniforms, but a dress code is in place. Garments must be black and can range from slacks, skirts, tops, and blazers. It is mandatory though for all employees to wear an identification badge. An example of this badge is shown on the left. It will include the employees name, picture, their job title and employee number.
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Wende Zomnir
Chief Creative Officer Employee Number:26569696
Promotional Products
These are examples of acceptable promotional products, that will be handed out during events or conventions. In combination with traditional products, we have also included items that are exclusive to our company, such as a compact and small makeup pouch with our logo displayed on the front.
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Advertising Campaign Our new advertising campaign will be centered around the concept of women empowering themselves through makeup. In each advertisement, it will feature quotations about how the model’s favorite makeup product makes them feel. This concept will circle back towards our main quotation and concept, “I Wear Makeup For Me”.
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Marketing Materials
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Promotional Emails
Direct Mail
Promotional emails will be sent out periodically to customers who have subscribed to our email newsletter. Email images will include a snapshot of our website featuring the specific promotion and a link that will send the customer directly to our website.
Direct mailers will also be sent out to customers that have provided their address to the company. These mailers will feature company products as well as special offers not found anywhere else.
Online Desktop
Mobile Device
This is how our website will now look with the updated logo and typeface in both a desktop and mobile device view. The center of the header will feature the company’s new typeface with the actual logo positioned in the top left corner.
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On-Air
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This is the on-air view of our logo. This sequence will be utilized if our logo will ever need to be animated. The typeface will begin to appear a number of letters at time, while the logo slowly emerges into view from the bottom up.
Contact Angela Picon picon.angie@yahoo.com (254) 449-5803