BRAND STYLE GUIDE
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USE THIS STYLE GUIDE TO: Keep the Sea Calm SkinTM brand consistent. This guide will cover the brand concept, visual tool kit, and dos and don’ts to help you successfully create collateral for all brand channels.
Adam Grossman
Creator of Sea Calm Skin™, lives with psoriasis
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TABLE OF CONTENTS UNDERSTANDING THE BRAND
COLORS
VIDEOS
POSITIONING + CUSTOMER
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43 Intro 44 How it works 45 Video ingredients 46 Light refractions 48 Social
04 Problem + solution 05 Customer 07 Mission 08 Brand voice 10 Taglines BRAND ELEMENTS
Colors
ICONOGRAPHY 28 Icons 29 Marketing Iconography 30 Seals
THE LOGO
PACKAGING
12 13 14 15 16 17
32 33 34
Intro The logotype The logomark Minimum size Logotype do’s and dont’s Logo in color
TYPOGRAPHY 18 23 24
Typefaces Print collateral fonts Digital fonts
Overview Primary packaging type guideline Secondary packaging type guideline
DIGITAL 36 Digital assets 38 Social media 39 Website 40 Welcome series emails 41 Transactional emails
UNBOXING 51
Shipper + printed collateral
PHOTOGRAPHY 53 59 64 65
Product photography on white Ingredients + texture Photo with light refractions Group images
COMING SOON 65 Retail 66 Amazon
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Problem
YOUR SKIN’S MOOD SHOULDN’T RULE YOUR LIFE. Solution No one can cure psoriasis + eczema, but we can put you back in control. Sea Calm Skin’s at-home treatment system is designed to do more than help you look better... it’s designed to help you live better.
Happy Skin. Happy Life...
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THE SEA CALM SKIN CUSTOMER Individuals living with eczema + psoriasis People tired of living with the emotional and physical pain of having mild to moderate psoriasis and eczema, and want to feel confident and in control of their own skin again.
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You deserve skin that does what you want, not what it wants. You deserve a body that works for you, not against you. You deserve to look, feel and be as healthy as you dream to be.
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AS EXPERTS IN SKIN THERAPY, OUR MISSION IS CLEAR:
happy skin, happy life. •
Create a complete at-home treatment system that keeps skin happy, agreeable and at peace.
•
Break down the myths and miscommunication around psoriasis + eczema.
•
Foster real talk about the skin conditions that secretly impact more than 50 million Americans.
•
Lose the judgment, fear and shame that comes with looking and feeling different.
Just because you can’t heal psoriasis + eczema doesn’t mean you can’t create a different kind of relationship with your skin. Or that you can’t love the body staring back at you in the mirror.
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OUR TONE OF VOICE You deserve to Sea Calm Skin , without the extreme costs in money, time and side effects. Beauty is skin deep, but great health goes deeper and we’ll go to great depths with you. TM
Despite what it might feel like sometimes, you aren’t a disease, a condition, a reflection in a mirror or a look in a stranger’s eyes. And you don’t have to live at the mercy of your skin’s mood that day. We’ll free up all the pain points surrounding psoriasis and eczema, and give you a body that loves you back.
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TONE OF VOICE EXAMPLES We’re clear. Direct. Knowledgeable. Kind. We’re empathetic, inclusive, friendly. Sometimes we’re a little irreverent, humorous even. But we know (from experience) that living with psoriasis + eczema is no laughing matter. We get it. We hear you. We’re here for you.
CLEAN FORMULAS What It Means + Why It’s Important Unpredictable skin is already moody, so we believe in using clean ingredients: i.e no known irritants, additives or synthetic fragrances – things that could trigger your skin or things you’d rather do without. Sure, it’s not always easy being clean, but we’re committed to our cause because we know it’s important.
NO Parabens
NO EDTA
NO Formaldehyde
NO Petrolatum
NO Phthalates
NO PEG
NO Known Allergens
NO Synthetic Fragrances
FIND YOUR CALM SEE YOUR RELIEF Lay back, relax and soothe unpredictable skin.
STARTING AT
4995
$
STARTING AT + FREE GIFT ($24 value)
NO BHT
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APPROVED ONE-LINERS/TAGLINES Like you, we’re over it. We provide an honest, rooted point of view. We want to help, and our leadership position is empathetic and authoritative at the same time.
Ready to… Sea Calm Skin?
Kickstart Your Ritual For Complete Relief
Symptom Relief You Can See + Feel
Find Your Calm. See Your Relief.
Feel Happier + More in Control in 4 Weeks
Give unpredictable skin a fresh start.
Calm Skin Redness in 7 Days
Relief for moody, unpredictable skin
Improve Skin Dryness, Redness + Texture in 4 Weeks
Hello, happier, healthier-looking skin
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BRAND ELEMENTS This section covers our brand’s visual identity and how to use it.
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THE LOGO
Color, size, usage rules for logo and secondary mark
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THE LOGOTYPE The logo type for Sea Calm Skin can be used both horizontally and vertically stacked. The logo must be used with the trademark symbol as shown.
horizontal format
vertical stacked format
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LOGOMARK Keep the area around the logo free of any text or graphic elements by ensuring that adequate spacesurrounds it. The minimum clear zone is equal to the logo’s cap height.
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MINIMUM SIZE A minimum size has been set for print and screen versions of the logo. If they are sized any smaller, legibility cannot be guaranteed.
Minimum print size
6 MM TALL
Minimum digital size
28 PX TALL
Minimum print size
15 MM TALL
Minimum digital size
80 PX TALL
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DO!
DON’T!
Maintaining the integrity of the logo is critical to maintaining the integrity of the brand. NEVER ALTER OR MODIFY THE WORDMARK IN ANY WAY.
DO NOT add or lockup letters, symbols, or other graphics to the Sea Calm Skin logo
The Sea Calm Skin logo should only be oriented vertically or horizontally, never rotated.
Never add a drop shadow to the logo.
Always scale the logo proportionally, never distort the logo.
DO NOT outline in a stroke
DO NOT alter the spacing between letters
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THE LOGO COLOR The logo should be shown in the approved color ways only. The native color is solid “Seaspray”. If needed, solid black, or white knocked out of a brand image or solid color can be used.
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TYPEFACES
Typefaces, hierarchy and how to use them.
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DIN NEXT LT PRO Packaging + Print collateral for title and headline
Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_-=+
Medium Condensed
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_-=+
Bold Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_-=+ 19
Calibri
Packaging + Print collateral for subheads and body copy
Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_-=+
Bold
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_-=+
Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_-=+ 20
Barlow Condensed Digital + Website + Banners for headlines, titles and CTAs
Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_-=+
Semi Bold
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_-=+
Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_-=+ 21
Roboto
Digital + Website + Banners for subheads and body copy
Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_-=+
Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_-=+
Aa
Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_-=+
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TYPE: PRINT COLLATERAL
HEADLINE
DIN NEXT LT PRO, MEDIUM CONDENSED Uppercase Tracking: 0 2 > lines of copy SUBHEAD
Calibri Regular, Bold Tracking: 0
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TYPE: DIGITAL H1
H1
BARLOW SEMI CONDENSED, MEDIUM Uppercase
H4
Tracking: 0 2 > lines of copy subhead: Roboto, Regular - Sentence case H2
Barlow Semi Condensed, Semibold - Title Case Roboto, Regular - Sentence case
H3
BARLOW SEMI CONDENSED, BOLD - UPPERCASE
H3
Roboto, Regular - Sentence case H4
Barlow Semi Condensed, Bold - Title Case Roboto, Regular - Sentence case
CTA
H2
BARLOW SEMI CONDENSED, SEMIBOLD Uppercase Tracking: +100 Shop Now – color: salmon with navy text Learn More – color: navy with white text
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COLORS
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COLORS
PRIMARY COLORS
SEA FOAM
SEASPRAY
SEAWEED
DEEP SEAWEED
Coated: PMS 5523 C
Coated: PMS 5503 C
Coated: PMS 5483 C
Coated: PMS 5473 C
Uncoated: PMS 5523 U
Uncoated: PMS 5503 U
Uncoated: PMS 5483 U
Uncoated: PMS 5473 U
NAVY
RGB:
000
RGB:
233 247 247
RGB:
190 213 215
RGB:
146 183 188
RGB:
93 128 137
RGB:
3 92 103
RGB:
40 57 71
RGB:
000
CMYK:
0000
CMYK:
8030
CMYK:
25 7 13 0
CMYK:
44 17 23 0
CMYK:
67 39 39 6
CMYK:
92 49 49 24
CMYK:
84 68 51 45
CMYK:
0 0 0 100
Hex:
#CCCCCC
Hex:
#E9F7F7
Hex:
#BFE2DD
Hex:
#66A39E
Hex:
#2A6166
Hex:
#035c67
Hex:
#
Hex:
#000000
WHITE
ACCENT COLORS
BLACK
SECONDARY COLORS
SALMON
HOT CORAL
Coated: PMS 487 C
Coated: PMS 2034 C
Uncoated: PMS 487 U
Uncoated: PMS 2034 U
RGB:
247 160 149
RGB:
238 77 62
RGB:
239 251 250
RGB:
215 239 239
RGB:
206 233 240
CMYK:
0 45 33 0
CMYK:
0 85 80 0
CMYK:
5020
CMYK:
14 0 6 0
CMYK:
19 1 4 0
Hex:
#F7A095
Hex: #F04E3E
Hex:
#EFFBFA
Hex:
#D7EFEF
Hex:
#CEE9F0
METALLIC SEAWEED Coated (Metallic): PMS 8762 C
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ICONOGRAPHY/SEALS
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ICONOGRAPHY
Daily Rebalance Moisture-Lock Body Cream
MarineClear Technology
with 1% Hydrocortisone
Daily Rebalance Gentle Body Wash + Shampoo
Trouble Spot Relief Intensive Hydration
Vegan
PF Itch Relief Instant Cooling Spray
Sustainably Harvested
Daily Rebalance Healthy Probiotic
Soothing Bath Soak With Bladderwrack Seaweed
Paraben + Gluten Free
Dermatologist Tested
Cruelty Free
Alcohol (Ethanol) Free
Paraben + Fragrance Free
Natural Ingredients
Paraben Free
Vegetarian
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MARKETING ICONOGRAPHY
FREE GIFT Less than
FREE SHIPPING
Free Shipping
$7/Month
FREE GIFT $24 value
Email Icon
Free Gift Flag
60 DAY LESS S&H
FREE GIFT
Free Gift Flag
star star star star star
MONEY-BAC K
GUAR ANTEE 60 days guarantee
Best Value
Reviews
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SEALS Use seals to spotlight formulation callouts and distinguish between OTC and non-OTC products.
“formulated for psoriasis + eczema� seal can only be used with OTC product (Itch Relief) because it contains 1% hydrocortisone
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PACKAGING
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PACKAGING OVERVIEW
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PACKAGING TYPE GUIDELINES Follow these typographic guidelines when developing new primary packaging.
DIN Next LT Pro, Medium Condensed. Text in caps
PMS 5483u
PMS 5503u
PMS 5523u
LOGO raised spot gloss
SEAL
PMS 5503u
white & glossy
k
Seal in white & glossy
HEADLINE
DIN NEXT LT PRO, CONDENSED
Calibri Regular
Logo raised spot glass PMS 5503U
DIN NEXT LT PRO, MEDIUM CONDENSED SUBHEAD
DIN Next LT Pro, Condensed Text in all caps, +10 kerning PMS 5483U
DIN Next LT Pro, Medium Condensed Text in sentence case
Calibri Regular, Bold Tracking: 0
DIN Next LT Pro, Condensed Text in all caps
Icon depends on which product
DIN Next LT Pro, Medium Condensed Text in all caps PMS K 100%
DIN Next LT Pro, Condensed Title Case, +9 kerning PMS 5483U
DIN Next LT Pro, Medium Condensed Text in all caps, +4 kerning PMS K 100%
DIN Next LT Pro, Medium Condensed PMS 5483U
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PACKAGING TYPE GUIDELINES Follow these typographic guidelines when developing new secondary packaging.
HEADLINE
DIN Next LT Pro, Medium Condensed. Text in caps
Acumin Variable Concept ExtraCondensed Bold Italic
DIN Next LT Pro Condensed 5pt
Calibri Regular
DIN NEXT LT PRO, CONDENSED DIN NEXT LT PRO, MEDIUM CONDENSED SUBHEAD
Calibri Regular, Bold Tracking: 0
DIN Next LT Pro, Condensed Text in all caps, +10 kerning PMS 5483U DIN Next LT Pro Condensed Text in caps, 5pt, -50 kerning
DIN Next LT Pro Condensed 5pt DIN Next LT Pro, Medium Condensed PMS 5483U
DIN Next LT Pro, Condensed Title Case, +9 kerning PMS 5483U
DIN Next LT Pro, Medium Condensed Text in all caps, +4 kerning PMS K 100%
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DIGITAL
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DIGITAL ASSETS Use these campaign templates for static and video banners in the brand color ways for all digital marketing. Note: style includes copy for viewing with sound off, use of iconography and direct headlines to keep messaging clear, simple and clean like the brand DNA. Products and skin are the heroes. Animation can be used to further convey a feeling of calm and ease.
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FREE SHIPPING
Shop Now
testimonial lower thirds treatment #1
testimonial lower thirds treatment #2
informational type and color
single product focused
promo violation type and color
promo violation with image
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ORGANIC SOCIAL MEDIA Use these campaign templates in the brand color ways for all digital marketing. Note: style includes copy for viewing with sound off, use of iconography and direct headlines to keep messaging clear, simple and clean like the brand DNA. Products and skin are the heroes. Animation can be used to further convey a feeling of calm and ease.
#embraceyourskin
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WEBSITE
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WELCOME SERIES EMAILS
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TRANSACTIONAL EMAILS
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VIDEO CONTENT
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VIDEO CONTENT - BRAND/FOUNDER STORY
BRAND VIDEO: https://guthy-renker.app.box.com/file/436688380080
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VIDEO CONTENT - HOW IT WORKS
HOW IT WORKS: https://guthy-renker.app.box.com/file/442573739830
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VIDEO CONTENT - INGREDIENTS
INGREDIENTS: https://guthy-renker.app.box.com/file/442573733830
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VIDEO CONTENT - HERO PRODUCTS, LIGHT REFRACTIONS
HERO PRODUCTS #1 https://guthy-renker.app.box.com/file/442573744630
HERO PRODUCTS #2 https://guthy-renker.app.box.com/file/442573736230 46
VIDEO CONTENT - PRODUCTS, LIGHT REFRACTIONS
PRODUCTS #1 https://guthy-renker.app.box.com/file/436688413680
PRODUCTS #2 https://guthy-renker.app.box.com/file/436688412480
PRODUCTS #3 hhttps://guthy-renker.app.box.com/file/436688416080
PRODUCTS #4 https://guthy-renker.app.box.com/file/436688414880 47
VIDEO CONTENT - SOCIAL
FOUNDER STORY https://guthy-renker.app.box.com/file/436688375280
CLEAN FORMULA https://guthy-renker.app.box.com/file/436688395680
LIFE BEFORE SEA CALM SKIN https://guthy-renker.app.box.com/file/436688384880
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VIDEO CONTENT - SOCIAL
REASONS TO BELIEVE https://guthy-renker.app.box.com/file/436688389680
SOLUTIONS + TESTIMONIALS https://guthy-renker.app.box.com/file/436688392080
TRIGGERS https://guthy-renker.app.box.com/folder/72673615680
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UNBOXING
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SHIPPER & PRINT COLLATERAL
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PRODUCT PHOTOGRAPHY LIBRARY
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PRODUCTS ON WHITE
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INGREDIENTS + TEXTURE
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PHOTO WITH LIGHT REFRACTIONS
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GROUP IMAGES
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GROUP IMAGES
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GROUP IMAGES
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#embraceyourskin @seacalmskin 68