BRAND GUIDE Lancome
CONTENTS INTRO 03 STORY 04 LOGO 05 COLORS 07 TYPOGRAPHY 09 MOCKUP 11
For more than 80 years, Lancôme, the world’s leading luxury beauty brand, has epitomized beauty and glamour with a quintessential French touch. Women seeking the finest in beauty look to Lancôme for the highest quality in skincare, encased in timeless style and delivering scientifically proven results. The brand continues to strengthen its reputation as a makeup authority and skincare innovator, not merely keeping pace, but surpassing expectations by continually taking science and creativity to new levels. With coveted and revered pillars including the timeless Trésor perfume, the award-winning Définicils mascara, cutting-edge Génifique Youth Activating Concentrate, and the richly refined L’Absolu Lipstick, Lancôme is committed to making the best in beauty accessible and relatable to women in over 160 countries around the world. Lancôme is the brand of women, represented by some of the most accomplished actors and models today, including Lupita Nyong`o, Julia Roberts, Penelope Cruz, Lily Collins, Kate Winslet, and Daria Werbowy. Lancôme’s mission is to provide women with superior products and services that fulfill their quest and enthusiasm for beauty. For the most up to date news, sign up for email alerts on Lancome.com.
INTRO
STORY In recent years, sales for Lancome have dropped, partially due to the brand being seen as“outdated.” I wasnted to give Lancome back their “french cool girl” air by updating their logo and product packaging. The logo is an updated, more modern take on their current rose. A face in inlaid into the design to represent Lancome as a cosmetics brand. The “Lancome” font is also updated to represent a more youthful, side to the brand. the colors chosen are colors found in a rose and are this season’s “hot” colors. the sleek, simplistic packaging will also help Lancome move away from outdated and into the new modern world of strong, empowered women.
Lancome The Lancome logo is the rose with the cursive lancome. Just the cursive lancome will be used in small spaces, not large enough for the entire logo. The rose symbol will be stamped into all makeup products and embossed on the top of the lids. The rose symbol will always be larger than the cursive lancome unless only the lancome words are used on a specific item.
Lancome Lancome Lancome
Lancome Lancome Lancome
BRAND COLORS PANTONE 436C RBG 168 153 157 HEX A8999D CMYK 36 38 32 1
PANTONE 5535C RBG 33 62 47 HEX 213E2F CMYK 80 50 76 55
PANTONE 444C RBG 134 141 137 HEX 868D89 CMYK 50 37 42 4
PANTONE Black 6 C RBG 8 10 9 HEX 080A09 CMYK 74 67 67 86
TYPOGRAPH PRIMARY FONT
Midnight cali
ABCDEFGHIJKLMNOPQRSTUVWXYZ SECONDARY FONT
GILL SANS LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789
HY HEIRARCHY Midnight Cali is used solely for the logo while Gill Sans LIght is used for the copy.
HEADING - 36 pt AaBbCcDdEeFfGg SUB HEADING - 24 pt AaBbCcDdEeFfGg CONTENT - 18 pt AaBbCcDdEeFfGg