Etude Studio Brand Guidelines by Fadiah Karim

Etude Studio

Etude Studio Brand Guidelines

CONTENTS

BRAND INTRODUCTION BRAND POSITIONING LOGO LOCK-UP Minimum size Clearspace Positioning One-colour logo Violations LOGO VARIATIONS LOCK-UP Minimum size Clearspace One-colour logo Violations TYPOGRAPHY COLOUR PALETTE SECONDARY GRAPHICS Using the graphics Violations APPLICATIONS Letterheads Envelope CD + sleeve Namecards Others

BRAND INTRODUCTION Etude Studio is a younger and cheaper brand under Etude House. We believe that every girl has the right to feel pretty and should enjoy make-up like we do. As our target audience are the younger teenage girls out there, we have catered to them and have our products priced as low as it can go. With the brand identity created, it demonstrates Etude Studio as a young, playful and enthusiastic brand and that is also how we want our consumers to be too. We also want young girls out there to see make-up as playful instead of a daily routine.

BRAND POSITIONING

PLAYFUL

We see make-up as a fun and playful thing to instead of a daily routine and would like you to see it like we do.

INSPIRING

We want to make you feel beautiful not only on the outside, but on the inside too thus building up your confidence level.

UNIQUE

We are different, like you, and that is what makes us special.

MAIN LOGO LOCK-UP

Etude Studio

The Etude Studio logo is the main logo for this brand. It is an iconic logo type with the ES Tiara, Powder Cloud and the Etude Studio wordmark. The ES Tiara comes from Etude Houseâ&#x20AC;&#x2122;s Sweet Dream element but has been made to look more like a tiara as Etude Studio is meant to have a younger look.

Powder Cloud is to depict a cloud of powder as Etude Studio is a a cosmetics brand. It can also be seen as a simple cloud as Etude Studio aims to help our consumers to reach and achieve their dreams and beyond. Overall, the main Etude Studio looks feminine and confident to communicate a friendly, young and approachable tone of voice. The typeface and mono stroke lines used has helped to achieve it. Although there are several logo lock-ups, this is main logo lock-up is preferred.

MAIN LOGO LOCK-UP

MINIMUM SIZE

To achieve maximum impact, always make sure the main logo lock-up is prominent and that its size is relative to its environment. It should never be reproduced at sizes smaller than 25mm wide in print and 70.8px wide in digital applications.

25mm

Etude Studio

Digital

70.8px

Etude Studio

CLEARSPACE

Always provide adequate clearspace around the main logo lock-up to maintain its legibility and integrity. The size of clearspace necessary is equivalent to the size of the heart shape from ES Tiara, as demonstrated on the right.

Etude Studio

MAIN LOGO LOCK-UP

POSITIONING

There are no violations to how to position the main logo lock-up. It can be either anchored on the page margins or floating in the middle, top or bottom of the page.

Etude

Studio

Etude Studio

MAIN LOGO LOCK-UP

ONE-COLOUR LOGO

One-colour logo can be used when black and white or greyscale print job is required.

Etude Studio

One-colour logo lock-up in black on white

Etude Studio

One-colour logo lock-up in 60% black on white for greyscale print job

Etude Studio

One-colour logo lock-up in white on black

Etude Studio

NEVER: Place logo lock-up in 60% black on black

MAIN LOGO LOCK-UP

VIOLATIONS

1 2 3 4 5 6

Do not change the colour of ES Tiara and Powder Cloud. Do not change the colour of ES Tiara. Do not use a secondary colour for the main logo lock-up. Do not fill the main logo lock-up with any colours. Do not replace ES Tiara. Do not remove ES Tiara.

Do not place main logo lock-up in any shapes. Do not distort main logo lock-up. Do not tilt main logo lock-up. Do not place a drop-shadow for main logo lockup. 11 Do not rearrange the main logo lock-up. 12 Do not change the placement of ES Tiara. 7 8 9 10

Etude

Etude 4

Studio

Etude

Etude 7

Studio

de Etu io ud

Etude

Studio

Etude Studio

Etude

Studio

Etude Etude Studio

Studio

LOGO VARIATIONS LOCK-UP

The logo variations available for Etude Studio are wordmark and lettermark. They are very simple and are just typography but it still gives off the femininity and friendly feel.

Wordmark

55pt

Etude Studio Lettermark

60pt

LOGO VARIATIONS LOCK-UP

MINIMUM SIZE

To achieve maximum impact, always make sure the logo variations lock-up is prominent and that its size is relative to its environment. It should never be reproduced at sizes smaller than 20pt for lettermark and 10pt for wordmark whether in print or digital applications.

Print/Digital

20pt

10pt

Etude Studio

CLEARSPACE

Always provide adequate clearspace around the logo variations lock-up to maintain its legibility and integrity. The size of clearspace necessary is equivalent to the size of the heart shape from ES Tiara, as demonstrated on the right.

Etude Studio

LOGO VARIATIONS LOCK-UP

ONE-COLOUR LOGO

Etude Studio One-colour wordmark logo lock-up in black on white

Etude Studio One-colour wordmark logo lock-up in white on black

E One-colour lettermark logo lock-up in black on white

E One-colour lettermark logo lock-up in white on black

LOGO VARIATIONS LOCK-UP

VIOLATIONS

Etude Studio Etude Studio 4

ETUDE STUDIO

Etude Studio 1 2 3

Do not use a secondary colour for the wordmark logo lock-up. Do not place a drop-shadow for wordmark logo lock-up. Do not tilt wordmark logo lock-up.

4 5 6

E 1 2 3

dio u t S e d Etu

etude studio

Do not place wordmark logo lock-up in any shapes. Do not capitalise the brand name. Do not set it to lower case.

E e

Do not use a secondary colour for the lettermark logo lock-up. Do not place a drop-shadow for lettermark logo lock-up. Do not tilt wordmark logo lock-up.

5 6

Do not place lettermark logo lock-up in any shapes.. Do not set it to lower case. Do not add an â&#x20AC;&#x153;Sâ&#x20AC;?.

TYPOGRAPHY

For logo lock-ups, The Only Exception is used as it is. For brand communications displayed on brand’s corporate stationary etc, Montserrat Regular and Bold is used as it is simple and geometric sans – makes everything looks cleans and simple.

The Only Exception

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890.,?!@#$%^&*()_+ Montserrat Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890.,?!@#$%^&*()_+

Montserrat Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890.,?!@#$%^&*()_+

COLOUR PALETTE

Primary Colour

The Etude Studio colour palette only uses one primary colour. The pink is to reiterate the brandâ&#x20AC;&#x2122;s femininity but at the same time communicating a playful tone.

PANTONE Coated CMYK RGB

PANTONE 190 C 5 65 10 0 217 98 146

PANTONE CMYK RGB

PANTONE 318 C 38 0 12 0 141 208 215

PANTONE CMYK RGB

PANTONE 2635 C 22 28 2 0 181 164 203

Secondary Colours

The secondary colour palette consists of three additional colours to accompany and compliment the primary colour. The colours are more pastel to accentuate young and playful.

PANTONE CMYK RGB

PANTONE 1767 C 2 49 6 0 228 132 170

SECONDARY GRAPHICS

ES Tiara

The ES Tiara is inspired by Etude House’s Sweet Dream element. It was created to help make the brand look younger and more princess-like.

ES Lovely Cosmetics Series

As Etude Studio is a cosmetics brand, icons displaying cosmetics were created. From left to right – Lovely Cosmetic Brush, Lovely Cosmetic Lipstick and Lovely Cosmetic Mirror.

ES Love Yourself Series

Etude Studio also aims to build up confidence in young girls so a series of icons to reiterate that was created. From left to right – Love Yourself Go Shopping, Love Yourself Powder Cloud, Love Yourself Wear Make-up.

SECONDARY GRAPHICS

ES Lovely Pattern

To get the ES Lovely Pattern, ES Lovely Cosmetics Series and ES Love Yourself Series were put together. This creates a pattern that looks appealing and helps in the brand positioning.

Maximum size: 100%

Minimum size: 40%

SECONDARY GRAPHICS

USING THE GRAPHICS

Some ways to use the secondary graphics.

ES Tiara + Wordmark

Etude Studio ES Tiara + Lettermark

Love Yourself Powder Cloud + Lettermark

E E

ES Lovely Pattern + Text

YOUR TEXT HERE

SECONDARY GRAPHICS

VIOLATIONS

1 2 3 4

Do not use one colour for ES Lovely Pattern. Do not distort ES Tiara. Do not use a secondary colour on ES Tiara. Do not use one colour for ES Lovely Cosmetics Series and ES Love Yourself Series.

APPLICATIONS

Stationary set

Identity elements come together to create a stationary set for Etude Studio. It uses mostly the main logo lock-up and ES Lovely Pattern.

Letterhead, CD sleeve, CD, envelope, namecards

APPLICATIONS

LETTERHEAD

The letterhead for Etude Studio is designed in a way where the back page is patterned with ES Lovely Pattern while the front page has lesser of the pattern with the main logo lock-up floating in the centre. The layout for body copy is simple.

Etude Studio

Fadiah Karim Blk 842D Tampines St 82 #02-60 Singapore 524842 11 June 2014 Etude Studio IMM 2 Jurong East Street 21 #02-145 Singapore 609601 Dear Ms Fadiah Re: ES Lovely Membership Card We are pleased to inform you that your membership card has arrived! To activate it, please log on to our website (www.etudestudio.sg/ membership-activate/809990832) and enter your verifications details below: Username: Diah K Password: es1234 Activation Code: 932dk9273h We are glad to have you as a Studio Princess! Thank you for being part of the Etude Studio family. Sincerely

Evelyn Tan Administrator eve.tan@etudestudio.com

APPLICATIONS

ENVELOPE

The envelope for Etude Studio is designed in a way where its back flap is patterned with ES Lovely Pattern while the front of the envelope has a simple layout.

CD + SLEEVE

The CD sleeve for Etude Studio is designed in a way similar to the front of the namecards. The CD design in just ES Lovely Pattern repeated.

APPLICATIONS

NAMECARDS

The namecards for Etude Studio is designed in a way where the front is the main logo lock-up with ES Lovely Pattern on the sides and on the back it is covered with the same pattern but with namecard details.

ETUDE STUDIO

Etude Studio

NUR FADIAH BINTE MOHAMED KARIM STORE MANAGER IMM 2 Jurong East Street 21 #02-145 Singapore 609601 +65 6123 4567 www.etudestudio.sg

APPLICATIONS

OTHERS

Other examples of applications of the main logo lock-up and ES Lovely Pattern would be on lanyards used by staff members and shopping bags.

Etude Studio

Etude Studio IMM 2 Jurong East Street 21 #02-145 Singapore 609601 +65 6123 4567 www.etudestudio.sg