Brand Standards Guidelines
LIPTON SPA BR AND GUIDELINES >>
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Lipton Spa
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Brand Standards Guidelines
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Lipton Spa
© 2018 by Yang Ni Book design by Yang Ni mellyangni@gmail.com
This book is non-commercial project for education purpose and is not intended to represent the Lipton brand. All rights reserved. No part of this publication may be reproduced, photocopied, stored in a retrieval system or transmitted in any form or by any means—for example, electronic, photocopy, audio recording— without the prior written permission of Yang Ni. Printed in the U.S.A
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Brand Standards Guidelines
LIPTON SPA BR AND GUIDELINES >>
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Lipton Spa
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Brand Standards Guidelines
CONTENTS
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Intro Statement
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Unauthorized Uses
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The Main Logo
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Color Palette
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Clear Space
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Typography
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Minimum Size
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Business System
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Signatures
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Applications
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Alternative Logos/Colors
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Extensions
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Lipton Spa
INTRO STATEMENT The new focus of Lipton is to create peaceful spaces for customers to relax and rejuvenate through spa services.
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Brand Standards Guidelines
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Lipton Spa
THE MAIN LOGO
The new logo for Lipton that represents these services is an image of the top view of three stacked smooth stones. The stone is a symbol of nature and spa. I used irregular and smooth shapes to express an organic feeling and give people a feeling of balance and nature. In addition, I chose the typeface Meta Serif because it transmits a feeling of revitalization which is the essence of the spa experience.
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Brand Standards Guidelines
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Lipton Spa
CLEAR SPACE
Whenever you use the Lipton Spa logo, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone. Clear space is developed from the height of the typeface “L” and is shown as “x.”
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Brand Standards Guidelines
MINIMUM SIZE
To make sure the logo is always clear and legible, there is a minimum size requirement. The width of the logo should not be less than 0.5" in any application, shown here in actual size. For online use, the minimum size is 36 pixels.
0.5"
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Lipton Spa
SIGNATURES
The primary logotype is vertical with the horizontal being a second choice. The vertical most often fits easier at eye level on a streetscape for signage. The horizontal logotype works when the packaging design of Lipton Spa products needs to be filled.
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Brand Standards Guidelines
PRIMARY
SECONDARY
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Lipton Spa
ALTERNATIVE LOGOS/COLORS PRIMARY COLOR
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Brand Standards Guidelines
BLACK & WHITE
OTHER OPTIONS
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Lipton Spa
UNAUTHORIZED USES The impact of our logos is dependent on proper, consistent use. Any changes to the shape and color of Lipton Spa logos and logo lock-ups will change or diminish the important values, ideas and meanings with which it is associated.
1. Don’t condense or change the dimensions of the logo. 2. Don’t alter the placement or scale of the elements. 3. Don’t crop the icon. 4. Don’t add colors to individual elements. 5. Don’t rotate the logo. 6. Don’t outline or create a keyline around the logo. 7. Don’t change the opacity of the logo. 8. Don’t use the Wordmark without the icon. 9. Don’t change the typeface or otherwise recreate the Wordmark. Use only the provided files.
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Lipton Spa
COLOR PALETTE
As a spa brand, I chose dark green to remain as the centerpiece of the brand palette—the color values have been set to balance brightness with natural tones, ensuring optimal clarity and precision in every use case.
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Brand Standards Guidelines
CMYK
100, 6, 91, 31
CMYK
0, 0, 0, 100
CMYK
0, 0, 0, 0
RGB
0, 107, 56
RGB
0, 0, 0
RGB
255, 255, 255
HEX
#006B38
HEX
#000000
HEX
#ffffff
PMS
3500C
PMS
Black
PMS
White
CMYK
24, 94, 1, 21
CMYK
0, 56, 100, 37
CMYK
64, 22, 68, 3
RGB
145, 78, 114
RGB
151, 104, 72
RGB
103, 154, 111
HEX
#914E72
HEX
#976848
HEX
#679a6f
PMS
235 U
PMS
2315 UP
PMS
10300 C
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Lipton Spa
TYPOGR APHY META SERIF
Book
I chose the font Meta Serif to
ABCDEFGHIJKLMNOPQRSTUVWXYZabc
present the logo and headline
defghijk lmnopqrst uv w x yz 1 23 456789 0
of this project because it transmits a feeling of revitalization
Medium
which is the essence of the
ABCDEFGHIJKLMNOPQRSTUVWXYZabc
spa experience.
de f g h ijk l m nop qr s t uv w x y z 123456789 0 Bold ABCDEFGHIJKLMNOPQRSTUVWXYZabc defghijklmnopqrstuvwxyz 1234567890
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Brand Standards Guidelines
VERLAG
Book
I chose the typeface Verlag to
ABCDEFGHIJKLMNOPQRSTUVWXYZabc
present the content of this
defghijklmnopqrstuvwxyz 1234567890
project because it is a geometric sans-serif typeface. It is
Bold
constructed of straight,
ABCDEFGHIJKLMNOPQRSTUV WXYZabc
monolinear lines, and circular
defghijklmnopqrstuvwxyz 1234567890
and square shapes. These visual elements present a calm, balanced and simple feeling.
Black ABCDEFGHIJKLMNOPQRSTUV WXYZabc defghijklmnopqrstuvwxyz 1234567890
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Lipton Spa
BUSINESS SYSTEM
Consider creating a Lipton Spa business system is a good way to see how the system will work with our logo and other elements. We are guaranteed to have more flexibility, consistency, and unity across our entire brand identity.
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Lipton Spa
APPLICATIONS 1. Product Packaging 2. Pillow 3. Soap 4. Towel 5. Website 6. Shower Robe 7. Work cloth 8. Slippers
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WEBSITE 01
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WEBSITE 02
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Lipton Spa
EXTENSIONS Lipton is a company that strives to create peaceful places to escape the daily pressures of life and recharge people’s energy. For this reason, we will create a Lipton resort including restaurant, juice bar, salon and yoga studio. We will also sell our essential oils and skincare products at our resort.
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Brand Standards Guidelines
Resort
Yoga
Products
Restaurant
Juice Bar
Studio
Salon
Spa
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Lipton Spa
Environment
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Lipton Spa
Resort Yoga Studio
Products
Juice Bar
Restaurant
Restaurant If you’re feeling stressed, eat our delicious food while relaxing in
Salon
Spa
our outdoor spaces. We provide meals of healthy and organic food in a beautiful setting to help people de-stress and enjoy life.
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Brand Standards Guidelines
Resort Yoga Studio
Products
Juice Bar
Restaurant
Juice Bar We provide organic juice and smoothies in a pleasant
Salon
Spa
environment with light music in order to help you heal from the effects of stress and other anxieties.
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Lipton Spa
Resort Yoga Studio
Products
Juice Bar
Restaurant
Essential Oil Our products can help in healing work, emotional and physical
Salon
Spa
balance, and relaxation. These simple products that are good for high-stress situations at work, are sold at our resort.
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Brand Standards Guidelines
Resort Yoga Studio
Products
Juice Bar
Restaurant
Yoga Studio Experience the benefits of yoga classes in our resort. Our yoga
Salon
Spa
poses and breathing techniques help you deal with stress, and balance your mind and body. You will feel energized and harmonized from root to crown.
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Lipton Spa
Resort Yoga Studio
Products
Salon Juice Bar
Restaurant
Our salon will help you look and feel your best. Our stylists will nourish and rejuvenate your hair while creating a style to
Salon
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Spa
highlight your natural beauty.
Brand Standards Guidelines
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Lipton Spa
LIPTON SPA BRAND GUIDELINES >>
Fonts: Meta Serif, Book & Medium Verlag, Book & Bold Designer: Yang Ni Instructor: Jeremy Stout GR 604 The Nature of Identity 2018 Spring
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Lipton Spa
helpdestress.com
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