BRAND MANUAL BRAND IDENTITY GUIDELINES
CONTENTS I N T R O D U C T I O N b a c k g r o u n d 06
LOGO logo
philasophy 10
logo
development 11
logo
version 12
size 14
dont's 16
COLOURS 20
TYPOGRAPHY 24
APPLICATION stationery 28
f o r
c r e w 32
f o r
c l i e n t 33
I NTRODUCTION
I NTRODUCTION BACKGROUND INFORMATION
A - P L U S w a s e s t a b l i s h e d i n H o n g Ko n g i n 2 0 1 2 . A - P L U S o f f e r s a w i d e ra n g e o f t re a t m e n t f ro m m e d i c a l t re a t m e n t t o f a c i a l t re a t m e n t a s w e l l a s f ro m s k i n t i g h t e n i n g t o h a i r r e m o v a l . T h e r e i s o n ly o n e s t o r e i n H o n g K o n g , w h i c h l o c a t e d i n Ts i m S h a Ts u i , Ko w l o o n . A - P L U S p ro v i d e s p ro f e s s i o n a l a n d s i n c e re s e r v i c e . A l l t re a t m e n t s a re u n d e r w e n t b y p ro f e s s i o n a l b e a u t i c i a n s a n d d o c t o r s , i t s m a k e s u re y o u r s k i n c a n o b t a i n t h e m o s t a p p ro p r i a t e c a re a n d p ro f e s s i o n a l c a re . T h e t a rg e t a u d i e n c e i s f e m a l e , a g e d 2 0 - 4 0 a n d t h e s a l a r y i s m i d d l e c l a s s o r b e l o w . " D e f i n e y o u r t r u e ra d i a n t b e a u t y / 肌 膚 光 滑 細 緻 · 美 麗 輪 廓 再 現 " i s t h e m a r ke t s e g m e n t s o f A-PLUS.
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P ro f e s s i o n a l S a f e t y B e a u t i f u l A f f o rd a b l e
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LOGO
LOGo IMPLEMENT PHILOSOPHY
A - P L U S ' s l o g o w a s c re a t e d b a s e d o n t h e b e a u t y machines and tools. It uses the shape of the machines and tools to become the typeface. As A - P L U S i s m a i n ly u n d e rg o i n g l a s e r t re a t m e n t s , t h e logo is simplif ied laser and woman to become the main graphic of the logo. T h e l o g o w i l l e x i s t s i n t h re e c o l o u r s : p e a c h , b l a c k a n d w h i t e , t h i s a i m s t o m a ke i t v i s u a l ly l o o k s g i r ly i n p i n k ( p e a c h ) c o l o r . T h e p e a c h l o g o i s u s e d m a i n ly . The black logo is used for bright backgroun d , a n d t h e white logo is used for pat tern background.
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LOGO VERSION COLOR VARIATIONS
Legibility of the logo is the most important thing t o t a k e i n t o a c c o u n t . T h e re i s a m a x i m u m o f one colour that can be used within the logo. T h e c o m p l e t e ly p i n k , b l a c k a n d w h i t e l o g o s a re b e i n g p re f e r re d . T h e c o l o u r o f t h e l o g o d e p e n d s o n i t s b a c k g ro u n d .
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PEACH
WHITE
BLACK
SIZES
min y: 5.2 c m
To d e t e r m i n e t h e e x c l u s i o n zone of A-PLUS's logo and the minimum size of the logo, the f o l l o w i n g r u l e s a re s e t :
2cm 2cm
min x: 5 c m
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MUNIMUM SIZE
SAFE AREA
The minimum size for the logo is 5.2cm x 5cm. The logo size cannot be less than the size that has been mentioned. I t i s v e r y i m p o r t a n t t o b e c a re f u l a b o u t the size.
T h e s a f e a re a i s c re a t e d t o m a k e y o u g e t e a s i e r w h e n y o u a re g o i n g t o p u t t h e l o g o . M a k e s u re t h a t t h e l o g o s i z e suit its purpose and that the logo is a l w a y s s u r ro u n d e d b y s o m e s p a c e ( a t least 2 cm).
IMAGES M a k e s u re w h e n p l a c i n g t h e l o g o on an image that the image has e n o u g h f re e s p a c e ( a t l e a s t 2 c m s p a c e a ro u n d t h e l o g o ) . I f n o t , a t ra n s p a re n t s t r i c p c a n b e u s e d t o c re a t e a c a l m e r b a c k g ro u n d .
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DONT'S
I n o rd e r t o re t a i n a c o n s i s t e n t identity, we set up some do nots to forsee some pit falls.
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Do not change the logo's orientation.
Do not change the logo's colours.
Do not c ro p the logo's in any way.
Do not switch the logo to outline.
Do not change any logo's elements.
Do not s t re t c h o r aquash the logo.
Do not change the size of any logo's elements.
Do not place the logo on overloaded b a c k g ro u n g .
Do not put the logo in a box.
Orientation
Colour
C ro p
Outline
Some colour
S t re t c h / S q u e e z e
R e c o n f i l q u re
Overloaded b a c k g ro u n d
Box
COLOURS
COLOURS PALETTE
A variety of basic colours: Pink, black and white coming out of A - P L U S ' s c o re .
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The main idea for this colour palet te is c o m e f ro m g i r l ' s f a v o u r i t e c o l o u r . M o s t of girl's and female love pink colour s o m u c h . I t l o o k v e r y g i r ly . i t c o m b i n e d w i t h l i g h t p i n k t h a t b r i n g s a m o re g r n t l e and sof t tone to the scale.
ALTERNATIVE COLOUR
MAIN COLOUR
R:245 G:177 B:170 C:0 M:40 Y:25 K:0 HEX# #F4B1AA
R:250 G:219 B:218 C:0 M:20 Y:10 K:0 H E X # # FA D B D 9
G i r ly + G r n t l e + S o f t %
N a t u ra t ly %
R:1 G:0 B:0 C:95 M:90 Y:90 K:80 HEX# #010000
C l e a n ly %
Classic%
R:29 G:80 B:158 C:90 M:70 Y:5 K:0 HEX# #1D509D
Dignity%
R:212 G:236 B:243 C:20 M:0 Y:5 K:0 H E X # # D 3 EC F 3
Calm%
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TYPOGRAPHY
TYPOGRAPHY PRIMARY & SECONDARY FONT T h e f o n t s t h a t a re u s e d w i t h i n A - P L U S a re b a s e d o n the aims and style of A-PLUS. As s beauty center, i t i s u p - t o - d a t e , p ro f e s s i o n a l , s a f e t y , b e a u t i f u l a n d af fordabl e . Bebas Neue and the family of ClementePD are choosen to create a new era of A-PLUS.
TYPEFACE
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 BEBAS NEUE
use fo r the heading
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ABCDEFGHIJKLMNOPQRSTU VWXYZ abcdefghijklmnopqrstuvwx yz 0123456789 CLEMENTE PD DAE
use fo r the sub header
ABCDEFGHIJKLMNOPQRSTUV WXYZ abcdefghijklmnopqrstuvwxy z 0123456789 CLEMENTE PD DAA
use fo r the bo dy tex t
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APPLICATION
STATIONERy As a beatuy center, it is very important to have stationary s e t w i t h i t s o w n b ra n d n a m e . T h e s a t i o n a r y s e t t h a t h a s been applied is base on the concept of A-PLUS. The stationary uses the colour palet te that has been m e n t i o n e d b e f o re o n t h e p re v i o u s p a g e , t o b u i l d a c o n s i s t a n c y o f t h e b ra n d . W e c re a t e d a b a l a n c e b e t w e e n g i r ly a n d p ro f e s s i o n a l . As we can see, A-PLUS logo has been applied on these i t e m s s u c h a s l e t t e r h e a d , b u s i n e s s c a rd , s t a m p a n d mobile app.
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B u s i n e s s
STATIONERY
The main colour tone of that s t a t i o n e r y s r t i s p i n k . I t c re a t e d a l l t h e s t u f f s t o b e g i t ly a n d s o f e .
E n v e l o p e
C a r d
P e n c i l
L e t t e r
p a p e r
P h o n e
A p p
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FOR CREW
T h e re a re s o m e i t e m s f o r A - P L U S b e a u t y c e n t e r c re w . I t i n c l u d e d : U n i f o r m , N o t e b o o k , Pe n c i l , M e m o papper and Name tag.
N o t e b o o k N a m e t a g M e m o
N o t e b o o k
U n i f o r m
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P e n c i l
FOR CLIENT
T h e re a re s o m e i t e m s f o r A - P L U S beauty center client. It included: R e c y c l e s h o p p i n g b a g , Pa p e r b a g , P i l l o w , To w e l , S l e e p i n g Mask.
R E C Y C L E
S H O P P I N G
P I L L O W
B A G
T O W E L
P A P E R
B A G
S L E E P I N G
M A S K