FOREVER LIVIN G PRODUCTS 速
IDENTITY STANDARDS VERSION 2.0
The Forever Living Products速 Identity Standards Guide is to act as an aid to enable the representation of the Forever速 identity. It is to be applied consistently and purposefully to convey one clear message. The guidelines in this document explain the approved usage of the Forever Living identity. For questions about using the identity or for further clarification, please contact Jessica Lang at jlang@foreverliving.com.
FOREVER LIVING IDENTITY STANDARDS | VERSION 2.0
CONTENTS
速
3
Logo Logo Colors
4
One-Color Logo Usage Using the Logo on Backgrounds Reversing the Logo
Company Signature
5
6
Fonts Print & Website
Letterhead and Envelopes
7
8
Logo Placement Masthead Corporate Business Card
9
Signage Flags
10
Photo Usage
11
Product Overlabeling
14
Website Color Palette
15 18 20 24 25
FOREVER LIVING IDENTITY STANDARDS | VERSION 2.0
Website Typography Links Website Photography Website Compositing and Graphic Treatments Category Headers Promos Website Iconography Website Components Global Navagation Header Footer Utility Nav Secondary Navagation & Breadcrumb Right Rail Modules 160 & 260px Buttons
F O R EV E R L I V I N G
IDENTITY STANDARDS
Logo The Forever Living logo is shown at right. It is a visual representation of an eagle holding an aloe leaf in its claws. FLAT VERSION
There are two versions of the logo: flat and feathered. The flat version is the primary version and should be used in most cases, including standard print applications. The feathered version is more detailed and should be used mainly for large-scale applications, such as multimedia and 3-dimensional presentations where the logo is projected or enlarged to show detail, or large-scale print applications (e.g. posters, banners). If the logo is being embossed, the feathered version should be used.
速
The logo should always be shown large enough to be clear and legible. Discretion should be used when the logo must appear small.
FEATHERED VERSION
The Forever Living logo should be used internally and externally to present a unified, consistent image. The logo must not be reconfigured, reproportioned or altered in any way outside of the guidelines shown in this document. The logo should never be shown in a low resolution or poor quality format. Hand-painted renderings of the logo should be avoided.
TM
Logo Colors The Forever Living logo is made up of two colors: gold (PMS 1245) and green (PMS 5757). These colors should be used consistently in all marketing efforts.
PMS 1245
PMS numbers correspond to the Pantone Matching System. CMYK, RGB and HEX values are provided for applications that do not allow PMS colors.
PMS 5757
速
These color guidelines apply to both the flat and feathered versions of the logo.
FOREVER LIVING IDENTITY STANDARDS | VERSION 2.0
PMS 1245
PMS 5757
C0 M28 Y100 K18
C27 M0 Y95 K55
R198 G146 B0
R111 G115 B45
HEX C69200
HEX 6F732D
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F O R EV E R L I V I N G
IDENTITY STANDARDS
One-Color Logo Usage Whenever possible, the logo should appear using two colors as outlined on page 3. However, in certain applications, or where costs prohibit using two colors, it may be necessary for the logo to appear in one color. In these cases, there should always be a separation in value between the eagle and the aloe.
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PMS 1245 at 60% (Eagle) and 100% (Aloe)
The preferred colors for 1-color usage are PMS 1245 or black (grayscale). The correct values are shown here.
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PMS 1245 at 100% (Eagle) and 60% (Aloe)
These color guidelines apply to both the flat and feathered versions of the logo.
®
®
GRAYSCALE at 50% Black (Eagle) and 80% Black (Aloe)
GRAYSCALE at 80% Black (Eagle) and 50% Black (Aloe)
Using the Logo on Backgrounds The logo may be used on a background color as long as the background color contrasts sufficiently to make the logo clear and legible. The logo appears best on dark backgrounds, such as black.
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®
The logo may also appear on photographic backgrounds as long as the photo isn’t overly busy or overpowers the logo. LOGO ON BLACK BACKGROUND
LOGO ON PHOTOGRAPHIC BACKGROUND
Reversing the Logo The logo may be reversed (appear white) on a black background. The entire logo, including both the eagle and the aloe leaf, should appear white. An example is shown here. ®
ReversedLOGO Logo–- ALL All WHIT White E REVERSED
FOREVER LIVING IDENTITY STANDARDS | VERSION 2.0
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F O R EV E R L I V I N G
IDENTITY STANDARDS
Company Signature The company signature is the logo and company name used together. Several configurations of the company signature have been created. These signatures are shown here. The preferred signature is FOREVER LIVING PRODUCTS; however the other signatures may be used when appropriate. The company name may be abbreviated to FLP or FOREVER when necessary. A country name may replace INTERNATIONAL, INC. when appropriate (for example, FOREVER LIVING PRODUCTS TAIWAN).
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TM
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FOREVER LIVING IDENTITY STANDARDS | VERSION 2.0
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F O R EV E R L I V I N G
IDENTITY STANDARDS
Fonts for Print There are two fonts used with the Forever Living brand identity: Zurich (sans serif) and Adobe Garamond Pro (serif). These two fonts should be used whenever possible for Forever Living communications and marketing. All weights and styles of these fonts may be used. Please note that Adobe Garamond Italic can be difficult to read when used at a small point size and should be used sparingly.
ZURICH – ROMAN
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 ZURICH – LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 ZURICH – BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 AGARAMOND PRO - REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 AGARAMOND PRO - BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Fonts for Web There are two web fonts used with the Forever Living brand identity: Arial (sans serif) and Georgia (serif). Only these two fonts should be used whenever possible for Forever Living website design. Through consistent font usage, the website will maintain a clear visual style. This estabilshes a clear hierarchy that improves content scan-ability. GEORGIA – REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 ARIAL – REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 ARIAL – BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
FOREVER LIVING IDENTITY STANDARDS | VERSION 2.0
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F O R EV E R L I V I N G
IDENTITY STANDARDS
Letterhead and Envelopes The approved Forever Living letterhead and envelope are shown here. The letterhead includes the company signature at the top, the company address block at the bottom and names of countries along the right and left sides (please check with the Home Office each September for an updated country list). The envelope includes the company signature and address on the front and the line “For Your Health and Beauty” on the back (this line may be translated as needed for individual countries). The approved letterhead and envelope should always be used for official correspondence. When the letterhead and envelope are customized for various countries, the country name should appear in place of INTERNATIONAL, INC. in the signature, and the address block information should be updated as needed.
TM
Albania Algeria Angola Argentina Aruba Australia Austria Bahamas Bahrain Belgium Benin Bolivia Bonaire Bosnia/Herz. Botswana Brazil Brunei Bulgaria Burkina Faso Burundi Cameroon Canada Chile China Colombia Costa Rica Croatia Curaçao Cyprus Czech Republic Dem. Rep. of Congo Denmark Ecuador El Salvador England Estonia Fiji Finland France French Guiana Gabon Gambia Georgia Germany Ghana Greece Guadeloupe Guatemala Guinea-Bissau Honduras Hong Kong Hungary Iceland India Indonesia Ireland Israel Italy Ivory Coast Japan Kazakhstan Kenya Korea Kosovo Kuwait
FOREVER LIVING
PRODUCTS
TM
INTERNATIONAL, INC.
7501 E. M cCormick P arkway, Scottsdale, AZ 8525 8
For Your
Latvia Lesotho Lithuania Luxembourg Luxembourg Macau Macau Macedonia Macedonia Malaysia Malaysia Mali Malta Malta Martinique Martinique Mauritius Mauritania Mexico Mauritius Moldova Mexico Montenegro Moldova Namibia Montenegro Nepal Morocco Netherlands Namibia New Zealand Netherlands Nicaragua New Zealand Nigeria Nicaragua Niger Nigeria Norway Oman Niger (UAE) Norway Panama Oman Paraguay Panama Peru Paraguay Philippines Peru Poland Philippines Portugal Poland Qatar Portugal Reunion Island Qatar Republic of Congo Reunion Island Saba Romania Samoa SaudiRussia Arabia Rwanda Scotland Health and Beauty Saba Senegal Samoa Serbia Saudi Arabia Singapore SlovakScotland Republic Senegal Slovenia SouthSerbia Africa Singapore Spain Slovak St.Republic Eustatius St. Slovenia Maarten South Africa Suriname Spain Swaziland St. Eustatius Sweden St. Maarten Switzerland Suriname Taiwan Swaziland Tanzania Sweden Thailand Switzerland Togo Taiwan Turkey Tanzania Uganda Ukraine Togo UAE Turkey Uruguay Uganda Ukraine UAE Uruguay Venezuela Vietnam Wales
Corporate • 7501 McCormick Parkway Arizona 85258 Foreve rForever Corporate Plaza •Plaza 7501 East EastMcCormick Parkway• •Scottsdale, Scottsdale, Arizona 8525 Telephone 480.998.8888 •Fax Fax480.998.8887 480.998.8887 • www.foreverliving.com Telephone 480.998.8888 • ww w.foreverliving.co m
ENVELOPE - FRONT
ENVELOPE - BACK
8
LETTERHEAD
FOREVER LIVING IDENTITY STANDARDS | VERSION 2.0
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F O R EV E R L I V I N G
IDENTITY STANDARDS
Logo Placement Whenever possible, the logo should be placed at the highest point of a page layout or application. An example is shown here. (Note: The old Forever Living logo is no longer in use and must be replaced with the new logo. If it’s not possible to apply the new logo, the old logo should still be removed. Every effort should be made to communicate the replacement of the old logo with the new logo to the Distributors.
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Masthead for FOREVER News Magazine Please note that the aspect of the masthead design should be maintained including correct font (AGaramond Pro) and relative spacing. The masthead colors may change if necessary (for example, if the logo and text are bleeding into the background photo). However, the standard colors are gold (PMS 1245) and green (PMS 5757). Country names should appear in place of INTERNATIONAL. This example is actual size:
Month Year | Issue ##
FOREVER
International
Corporate Business Card A sample of the corporate business card is shown below. It includes the feathered version of the logo; foil embossing is optional. The company name and person’s name appear in PMS 5757. The remainder of the information appears in black. The font used is Adobe Garamond. The back of the card includes the lines “For Your Health and Beauty” and “foreverliving.com” in PMS 5757. For individual countries, these lines should be translated and the appropriate web site address should be used. This business card is to be used by corporate staff only.
FOREVER LIVING
PRODUCTS
TM
INTERNATIONAL, INC.
For Your Health and Beauty foreverliving.com
Aidan O’Hare Vice President, Europe Forever Corporate Plaza 7501 East McCormick Pkwy Scottsdale, Arizona 85258 USA
Tel: (480) 998-8888 Fax: (480) 905-8451 aohare@foreverliving.com
FRON T
FOREVER LIVING IDENTITY STANDARDS | VERSION 2.0
BACK
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F O R EV E R L I V I N G
IDENTITY STANDARDS
Signage Outdoor signage for all Forever Living offices should follow the identity guidelines explained in this document. Correct logo, color and font usage should always be applied. The complete company and country signature (see page 5) should be used on signage whenever possible. Because of the wide variety of buildings and signage requirements, it is understood that there will be some flexibility when creating signage; however, every effort should be made to follow the correct identity guidelines. Please be advised that although we encourage the inclusion of your country’s name in the external signage, it is not mandatory unless required by local law or custom.
GERMAN Y
MONUMENT SIGN
Prior to finalizing a new sign, approval must be given by a vice president. FOREVER LIVING PRODUCTS
MEXICO
MEXICO
FOREVER LIVING PRODUCTS
HORIZONTAL SIGN
When creating signage, the eagle should never appear left of or below the company name.
Flags If flags are created using the Forever Living identity, they should look like the example shown below. No other flag design should be used.
F O R E V E R
Signage may be created using the company signature with the eagle above FOREVER or with the eagle alone.
NIGERI A
VERTICAL BANNER
FOREVER LIVING IDENTITY STANDARDS | VERSION 2.0
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F O R EV E R L I V I N G
IDENTITY STANDARDS
Photo Usage Please search www.ForeverFotos.com for company related marketing materials that include product images, corporate logos, literature artwork files, and much more. If you cannot find what you are looking for on this site, please contact Jessica Lang (jlang@foreverliving.com) at the Home Office with your request. In some instances, photos may not be taken out of context to be reproduced in other printed material. For example, in the Sonya “Colours� Brochure (Item #10052), the model photos may NOT be taken out of context and used for other materials. Whenever stricter photo usage rules apply, specific guidelines will be provided with the files when requested by the country. Copyright and usage rights are non-transferable. All written materials and photos may not be used for any independent party without consent of Forever Living Products. This means photos cannot be given to Distributors for use or reprint. Anyone who uses these photos with consent is responsible for correct and legal use. Forever Living Products International will not be held responsible for inappropriate or illegal use of these photos.
FOREVER LIVING IDENTITY STANDARDS | VERSION 2.0
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F O R EV E R L I V I N G
IDENTITY STANDARDS
Product Overlabeling All overlabeling must match the current color and design of the label. Every effort should be made to maintain the integrity and presentation of the product by applying overlabels that are consistent with the original label. However, where possible, there should be a maximum of two colors on the label. A country may request packaging files from Janna Robinson (jrobinson@foreverliving.com). However, please note that the distribution of files may be subject to approval by the country’s vice president.
SKU
PRODUCT NAME
NUTRITIONALS
054
A-Beta-CarE®
144
048
Absorbent-C®
167
039
Arctic-Sea®
293
068
Fields of Greens®
349
264
Forever Active HA®
131
222
Forever Active Probiotic®
4 color process
188
Forever B12 Plus®
274
206
Forever Calcium®
5825
312
Forever CardioHealth™ with CoQ10 193 & 286
214
Forever Echinacea Supreme®
730
198
Forever Kids®
4 color process
283
Forever Fizz®
1675 & 137
289
Forever Lean®
5135
071
Forever Garcinia Plus®
542
065
Forever Garlic-Thyme®
465
073
Forever Ginkgo Plus®
103
072
Forever Lycium Plus®
370
215
Forever Multi-Maca®
5275
271
Forever Nature’s 18®
4 color process
263
Forever Pro 6®
445
235
Forever Vision®
5115
047
Gin-Chia®
1805
037
Nature-Min®
1255
BEE PRODUCTS
207
Forever Bee Honey®
151
026
Forever Bee Pollen®
175
FOREVER LIVING IDENTITY STANDARDS | VERSION 2.0
PMS #
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F O R EV E R L I V I N G
IDENTITY STANDARDS
Product Overlabeling (cont.) SKU
PRODUCT NAME
BEE PRODUCTS (cont.)
027
Forever Bee Propolis®
492
036
Forever Royal Jelly®
519
DRINKS
034
Aloe Berry Nectar
208
015
Aloe Vera Gel
181
002
Aloe Vera Juice
181
077
Forever Aloe Bits n’ Peaches®
164
270
Forever Aloe2Go®
4 color process
196
Forever Freedom®
286
306
Forever Freedom2Go™
2425 & 286
265
Forever® Natural Spring Water
2905 & 3015
262
Forever Pomesteen Power ®
2425 & 200
WEIGHT LOSS
200
Aloe Blossom Herbal Tea®
4 color process
267
Forever Fast Break® Bar
4 color process
021
Forever Lite® (Chocolate Chiffon)
4 color process
019
Forever Lite® (Vanilla Delight)
4 color process
266
Forever Lite Ultra® (Chocolate)
4 color process
237
Forever Lite Ultra® (Vanilla)
4 color process
SKIN/PERSONAL CARE
208
25th Edition® Perfume Spray for Women
Metallic 8402
209
25th Edition® Cologne Spray for Men
Metallic 8402
067
Aloe Ever-Shield® Deodorant
2925
040
Aloe First®
300
064
Aloe Heat Lotion
200
261
Aloe-Jojoba Conditioning Rinse
522
260
Aloe-Jojoba Shampoo
520
022
Aloe Lips™
221
038
Aloe Liquid Soap
624
062
Aloe Lotion
285
063
Aloe Moisturizing Lotion
512
FOREVER LIVING IDENTITY STANDARDS | VERSION 2.0
PMS #
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F O R EV E R L I V I N G
IDENTITY STANDARDS
Product Overlabeling (cont.) SKU
PRODUCT NAME
PMS #
205
Aloe MSM Gel
8420 (Metallic)
051
Aloe Propolis Creme
145
239
Aloe Sunless Tanning Lotion
8005 (Metallic)
199
Aloe Sunscreen
142
061
Aloe Vera Gelly
3282
030
Aloe Veterinary Formula
3425
284
Avocado Face & Body Soap
576 & 578
233
Forever Alluring Eyes®
257
050
Forever Aloe MPD® 2X ULTRA
4 color process
066
Forever Aloe Pro-Set®
3272
238
Forever Aloe Scrub®
577
194
Forever Aloe Styling Gel®
3272
187
Forever Alpha-E Factor®
Black
028
Forever Bright® Toothgel
5743
236
Forever Epiblanc®
431 (Silver Foil); 8420 (Metallic – descriptive text)
234
Forever Marine Mask®
5493
070
Gentleman’s Pride®
550
069
R3 Factor®
346
ALOE FLEUR DE JOUVENCE®
052
Aloe Activator
522
043
Exfoliating Cleanser
291
045
Facial Contour Mask Powder
169
044
Firming Foundation Lotion
318
046
Recovering Night Creme
White
042
Rehydrating Toner
197
ALOE BODY TONING KIT
014
Aloe Bath Gelee
873
057
Aloe Body Conditioning Creme
464
056
Aloe Body Toner
465
COMBO PAKS
All
Clean 9
4 color process
All
Forever Nutri-Lean
5135
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F O R EV E R L I V I N G
IDENTITY STANDARDS
Product Overlabeling (cont.) SKU
PRODUCT NAME
PMS #
All
Mini Touch of Forever (Mini TOF)
4 color process
All
Touch of Forever (TOF)
4 color process
SONYA® SKIN CARE COLLECTION
280
Sonya® Aloe Balancing Cream
278
Sonya® Aloe Deep Cleansing Exfoliator 8464 (Metallic Purple) & 8002 (Dark Silver)
281
Sonya® Aloe Nourishing Serum
8464 (Metallic Purple) & 8002 (Dark Silver)
279
Sonya® Aloe Refreshing Toner
8464 (Metallic Purple) & 8002 (Dark Silver)
280
Sonya® Aloe Purifying Cleanser
8464 (Metallic Purple) & 8002 (Dark Silver)
282
Sonya® Skin Care Collection
8464 (Metallic Purple) & 8002 (Dark Silver)
311
Sonya® Aloe Deep Moisturizing Cream 8142 (Metallic Purple) & 8002 (Dark Silver)
FOREVER AROMA SPA COLLECTION
285
Aroma Spa Collection
305 & 464
286
Relaxation Bath Salts
305 & 464
288
Relaxation Massage Lotion
305 & 464
287
Relaxation Shower Gel
305 & 464
8464 (Metallic Purple) & 8002 (Dark Silver)
FOREVER LIVING IDENTITY STANDARDS | VERSION 2.0
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F O R EV E R L I V I N G
IDENTITY STANDARDS
Website Color Palette To ensure consistency, the website should adhere to a uniform color palette. When developing templates, it is vital to adhere to these standards with little if any deviation. Next to the Master Grid, color theory is one of the primary ways to communicate branding and provide a streamlined user experience. The Forever Living Products color palette consists of a soft and natural base of white, beige and light grays with highlights of green, purple and gold throughout. HEXADECIMAL
CMYK
RGB
#e6e4da
9c, 7m, 13y, 0k
230r, 228g, 218b
#d6d4ce
15c, 12m, 16y, 0k
214r, 212g, 206b
#878273
48c, 42m, 53y, 9k
135r, 130g, 115b
#999486
42c, 36m, 46y, 3k
153r, 148g, 134b
#949b6e
44c, 29mc 66y, 4k
148r, 155g, 110b
#7e8154
51c,37m, 76y, 13k
126r, 129g, 84b
#626f22
61c, 39m, 100y, 23k
98r, 111g, 34b
#e3b341
11c, 29m, 88y, 0k
227r, 179g, 65b
#f5dea0
4c, 10m, 43y, 0k 245
r, 222g, 160b
#402479
92c, 100m, 18y, 6k
64r, 36g, 121b
#ffffff
0c, 0m, 0y, 0k
255r, 255g, 255b
GRADIENTS
#370C59 & 45338C
89c, 100m, 28y, 32k &
55r, 29g, 89b &
91c, 97m, 5y, 1k
69r, 51g, 140b
#a5b269 & 737d39
39c, 18m, 73y, 1k &
165r, 178g,105b &
56c, 36m, 96y, 16k
115r, 125g, 58b
#e3b341 & c78f09
11c, 29m, 88y, 0k
227r, 179g, 65b &
22c, 44m, 100y, 3k
199r, 143g, 9b
Website Color Palette Application and Usage Purple - use for primary buttons, primary category typography and promo typography Greens - use for navigation and text links, for primary buttons, and for graphic type treatments Gold - use for an ‘On/Hover’ state for links and buttons, as well as for icons White/Light Gold - use to improve legibility when creating graphic type treatments resting on dark imagery Grays - use for all body text, headlines, and module headers; hairline separators, and icons accompanied by text links
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F O R EV E R L I V I N G
IDENTITY STANDARDS
Website Typography / Links TEXT LINKS Independent text links are in all caps. Secondary links are preceded by a gradient button-bug with a white arrow. LIST LINKS Links that appear in a list format are preceded by gold arrows. They can be horizontal or vertical. IN-LINE LINKS In-Line Links are gold. Hover state is underlined. When placed after a product description they should be in Arial- All Caps. Overstate in this case will be gray. When appearing in a paragraph of text they will take on the font /styling of that paragraph.
SECONDARY LINKS W/ ARROW Font: Arial Regular - All Caps Size: 10pt Color: #7e8154 Leading: 12pt Bug: Green Gradient (See Color for specs) Hover: #e3b341 Bug Hover: Gold Gradient (See Color for specs)
LIST LINKS HORIZONTAL Font: Arial Regular - All Caps Color: #7e8154 Size: 10pt Hover: #e3b341
LIST LINKS VERTICAL Font: Arial Regular - All Caps Color: #7e8154 Size: 10pt Leading: 18pt Hover: #e3b341
IN-LINE LINKS Font: Georgia Regular Color: #e3b341 Size: (Same as Text) Hover: Underline IN/LINE TERTIARY LINKS Font: Arial Regular - Underlined All-Caps Color: #e3b341 Hover: #878273
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F O R EV E R L I V I N G
IDENTITY STANDARDS
Website Typography / Links (Cont.) BODY TEXT There are two sizes of body text used throughout the main content well and right rail. In the main content well (12pt/22), and for the right rail (10pt/14). The gray used for body text is the darker gray (#878273) for legibility. BODY HEADLINES There are three headline types. Primary (36pt), Secondary (26pt), and Tertiary (16pt). All of these headlines are in the lighter gray (#999486) to soften text heavy pages. MODULE HEADLINES Module headlines are in Arial Bold to mirror the secondary navigation in the left rail, which also uses Arial. The darker gray is applied here to increase prominence. There are two sizes, one for the main content well (18pt), and one for the right rail (13pt).
PRIMARY HEADLINES Font: Georgia Regular Color: # 999486 Size: 36pt
SECONDARY HEADLINES Size: Georgia Regular Color: #999486 Size: 26pt
TERTIARY HEADLINES Size: Georgia Regular Color: #999486 Size: 16pt
BODY TEXT MAIN CONTENT WELL Size: Georgia regular Color: #878273 Size: 12pt Leading: 22pt
MODULE HEADER RIGHT RAIL Font: Arial Bold - All Caps Color: #878273 Size: 13pt Leading: 14pt
BODY TEXT RIGHT RAIL Size: Georgia Regular Color: #878273 Size: 10pt Leading: 14pt
FOREVER LIVING IDENTITY STANDARDS | VERSION 2.0
MODULE HEADER MAIN CONTENT WELL Font: Arial Bold, All Caps Color: #878273 Size: 18pt
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IDENTITY STANDARDS
Website Typography / Links (Cont.) RENDERED TYPOGRAPHY Futura BT is used for graphic headlines. Colors consist of purple & greens and can deviate slightly from the official color palette when necessary to add contrast and enhance legibility. BILLBOARD TYPOGRAPHY At most three lines of primary copy should be used as a feature headline. Colors can be adjusted slightly to create contrast against the background imagery and improve legibility. In these examples note that colors are slight variations on the color palette described in the color section. PRIMARY Font: Futura BT Light & Medium - All Caps Size: 30 to 68 pt Colors: #737d3a, #f3f2ed, #331b6d, #f5dea0, #ffffff SUPPPORTING TEXT (OPTIONAL) Font: Arial Regular Color: #feffff (on dark), #878273 (on light) Size: 15pt Leading: 16pt
PROMO TYPOGRAPHY Font: Futura BT Light - Initial Caps Color: #7e8154, #402479 Size: 26pt Leading: 22pt
CATEGORY HEADER TYPOGRAPHY There is a primary headline and a secondary headline. PRIMARY Font: Futura BT Book - All Caps Color: #402479 Size: 54pt SECONDARY Font: Futura BT Light - All Caps Colors: #78e154 Size: 24pt
PRIMARY BUTTON TYPOGRAPHY Font: Futura BT Light - All Caps Color: #ffffff Size: Varies depending on the size of the button, but ensure type has breathing room on all sides.
FOREVER LIVING IDENTITY STANDARDS | VERSION 2.0
SUPPORTING TEXT Font: Georgia Regular Color: #878273 Size: 11pt Leading: 15pt
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IDENTITY STANDARDS
Website Photography / Overview Photography used throughout the website should be light, polished, and convey a feeling of happiness and freedom. Landscapes in conjunction with lifestyle imagery are used. Landscapes and background photography should be light and convey a feeling of openness and space. There should not be additional elements that distract from this feeling. It is also important that the depiction of aloe is in fact the correct type of aloe that FLP cultivates. Where lifestyle imagery is used, people should be smiling, diverse, and generally youthful. Subjects should be wearing clothing that indicates upward mobility – either professional attire, or polished casual clothing. Subjects should be looking toward the camera and appear friendly, and inviting.
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IDENTITY STANDARDS
Website Photography / Do’s and Dont’s
LIFESTYLE DO’S – Light natural colors – Smiling, well-groomed subjects – Softened backgrounds
LIFESTYLE DONT’S – Harsh expressions and styling – Subject matter that does not fall in line with the FLP brand – Impersonal shots of people from a distance or looking away
LANDSCAPE DO’S – Soft colors – Horizon lines should not distract – Correct aloe plant representation
LANDSCAPE DONT’S – Small distracting elements in the foreground – Sepia tone or black and white photography – Dark or ominous landscapes
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Website Compositing & Graphic Treatments / Overview Throughout the website there are many graphic elements created by compositing multiple images. In the foreground there will generally either be lifestyle or product imagery. The foreground image will be set against a light background depicting a landscape, light abstract aloe texture, or a supporting element that helps convey the desired message.
Homepage Hero Composite
In-Line Graphic
Promo
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Website Compositing & Graphic Treatments (Cont.) BACKGROUND IMAGE The background image is either an outdoor landscape or a light abstract shot that conveys a sense of openness and freedom. Generally light in color. In places the opacity can be adjusted to soften the effect. FOREGROUND IMAGE (optional) The foreground image should be cropped from its background. Edges of the crop can be softened by feathering the opacity to eliminate harsh lines. BILLBOARD Imagery in the billboard should be adjusted to enhance copy legibility. Futura BT of varying weights and color can be used depending on how dark or light the background imagery is. For specific type treatment examples see Typography/Graphic Type Treatments. SNAPSHOT TREATMENT This is a way to treat supporting imagery throughout the site where multiple separate images enhance the messaging. A white border and a dropshadow is applied to create a snapshot effect.
Billboard
Foreground Image
Background Image
Typography
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Website Compositing & Graphic Treatments / Category Headers BACKGROUND IMAGE Light blues, and greens help convey sky, greenery, and life. Light masking and blending is used to soften edges, eliminate harsh lines, and improve legibility. FOREGROUND IMAGE/S The foreground image should be isolated from its background, opacity feathering can be used to soften the edges and to help create smooth transitions between the foreground and background. RELATED TYPOGRAPHY Left aligned, category headers are in purple Futura BT- All Caps and are accompanied by sub-headers in green Futura BT - All Caps. See Typography for specific examples. CATEGORY SPECIFIC LOGOS Where appropriate category branding can be used in place of the standard Futura BT type treatment. SNAPSHOT TREATMENTS This is a way to treat supporting imagery where multiple separate images enhance the messaging. A white border and a dropshadow is applied to create a snapshot effect.
Background Image
Snapshot Treatment
Foreground Image
Typography
Logo Usage
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Website Compositing & Graphic Treatments / Promos BACKGROUND IMAGE If a background image is incorporated it should be light so as not to distract from the promo messaging. FOREGROUND IMAGE/S The foreground image should be cropped off its background, opacity feathering can be used to soften the transition from background to foreground image. ROUNDED CORNERS All promos and thumbnails throughout the website have rounded corners. Avoid sharp points and edges. STROKES A 2pt stroke is applied to module graphics including promos and thumbnails. The color of the stroke should either be light beige (#e6e4da) or white (#ffffff) and slightly transparent to reveal the texture beneath. TRANSPARENCY Transparency is used to create a softened effect where possible. The homepage promos are semi-transparent, so as to reveal background imagery beneath. TYPE TREATMENTS (See Typography)
Panel Transparency Semi-Transparent Stroke
Background Image
Stroke #e6e4da, 2pt
Foreground Image Rounded Corners Type Treatment Semi-Transparent Stroke
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Website Iconography The iconography on ForeverLiving.com is meant to help users scan the page and quickly identify what certain elements do. The icons are either gray scale, or gold pictograms. They precede the link or item that they are paired with. Icons can be used along with text links to further accentuate interface elements.
Country/Language Select
Share/Email/Print
User
Help Icon
Shopping Cart
Reviews/Write a Review/Watch Video
Arrows
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Website Components / Global Navigation / Header & Footer
FORM FIELD Height: 18px Width: 88px Color: #bcb6a2 Text Color: #feffff
HAIRLINE SEPARATOR Color: #949b6e Height: 1px Width: 235px
速
OFF STATE Font: Futura BT Medium Color: #949b6e Size: 12pt
ON STATE Font: Futura BT Medium Color: #e3b341 Size: 12pt
FORM FIELD Height: 18px Width: 155px Color: #dadcc8 Text Color: #fdfdfd GO BUTTON Font: Futura BT Medium Color: #949b6e Size: 11pt
速
HOVER STATE Font: Arial Bold - All Caps Color: #e3b341 Size: 11pt
SECONDARY LINK TEXT Font: Arial Regular Color: #949b6e Size: 10pt
HOVER STATE Font: Arial Regular Color: #e3b341 Size: 10pt Leading: 18pt Opacity: 70%
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TOP LEVEL FOOTER LINK Font: Arial Regular - All Caps Color: #7e8154 Size: 10pt Leading: 18pt Opacity: 70%
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Website Components / Global Navigation / Utility Nav
HAIRLINE SEPARATOR Color: #e6e4da Width: 166px Height: 1px
UTILITY NAV LINKS Font: Arial Regular - All Caps Color: #7e8154 Size: 11pt
SEPARATOR Color: #e6e4da Width: 1px Height: 20px
ON STATE Font: Arial Regular - All Caps Color: #e3b341 Size: 10pt Leading: 16pt
HOVER STATE Bar Color: #7a8348 Bar Height: 18px
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Website Components / Secondary Navigation & Breadcrumb
CATEGORY ON/HOVER Font: Arial Bold - All Caps Color: #e3b341 Size: 13pt Leading: 14pt
SUB-CATEGORY ON Font: Arial Regular - All Caps Color: #7e8154 Size: 10pt Leading: 14pt SUB-CATEGORY HOVER Font: Arial Regular - All Caps Color: #e3b341 Size: 10pt Leading: 14pt CATEGORY OFF Font: Arial Bold - All Caps Color: #7e8154 Size: 13pt Leading: 14pt SUB - CATEGORY OFF Font: Arial Regular - All Caps Color: #7e8154 Size: 10pt Leading: 14pt
BREADCRUMB OFF Font: Arial Regular - All Caps Color #949b6e Size: 9pt
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BREADCRUMB ON/HOVER Font: Arial Regular - All Caps Color: #e3b341 Size: 9pt
SHARE/EMAIL/PRINT LINKS Font: Arial Regular - All Caps Color #949b6e Size: 9pt
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Website Components / Right Rail Modules 160px
Testimonial Module THUMBNAIL Size: 62 x 62px Format: JPG Stroke: 2pt, # e6e4da TEXT Font: Georgia Regular Color: #878273 Size: 10pt Leading: 18pt AUTHOR/CAPTION Font: Georgia Regular Size: 10pt Color: #7e8154 Leading: 14pt SMART QUOTES Size: 24pt Color: #878273 Baseline Shift: -5pt
Promos SIZE Width: 160px Height: Flexible ARTWORK (See Photography & Compositing)
Link List Module ARROWS Color: #e3b341 LINK LIST Font: Arial Regular - All Caps Color: #7e8154 Size: 10pt Leading: 18pt Hover: #e3b341
Thumbnail Module THUMBNAIL Size: 160 x 84 px Format: JPG Stroke: 2pt, #e6e4da
Product Listing Module PRODUCT IMAGE Size: 120 x 120 px Format: JPG NEW ARRIVAL BUG Size: 68 x 14px Font: Futura BT Light, All Caps Format: GIF/JPG Color: #402479 RATING/BUTTON (See Iconography & Buttons)
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Website Components / Right Rail Modules 260px
Large Testimonial TESTIMONIAL TEXT Font: Georgia Regular Color: #949b6e Size: 30pt Leading: 26pt THUMBNAIL Size: 62 x 62px Format: JPG Stroke: 2pt, #e6e4da
Event Locator Module FORM FIELD TEXT Font: Arial Regular - All Caps Color: #949b6e Size: 10pt GO BUTTON Font: Futura BT Light Color: #949b6e Size: 11pt
AUTHOR/CAPTION Font: Georgia Regular Size: 10pt Color: #7e8154 Leading: 14pt
Photo Gallery Module
Video Module PLAYER Size: 4:3 Width: 260px Tool Bar Color: #949b6e Tool Bar Opacity: 90% Progress Opacity: 70%
THUMBNAILS Height: 80px Stroke: 2pt, #e6e4da Format: JPG HANDLES Height: 80px Color: Green Gradient (See Color) Hover: Gold Gradient (See Color)
Thumbnail Module THUMBNAIL Width: 260 px Height: Flexible Stroke: 2pt, #e6e4da Format: JPG
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Website Components / Buttons BUTTONS Throughout the site a standard sized button is used for shopping and areas where a smaller button is more appropriate. A larger button can be used for places where a very prominent call to action is required to scale nicely with related graphics and messaging. Type within the buttons should be scaled so that there is about 1/3 button width padding above and below the text. There should also be padding on the far left and right of the text.
PRIMARY BUTTON OFF Font: Futura BT - All Caps Text: #ffffff Gradients: (See Color)
PRIMARY BUTTON HOVER Font: Futura BT - All Caps Text: #ffffff Gradient: (See Color)
SECONDARY LINK/BUTTON OFF Font: Arial Regular - All Caps Text: #ffffff Gradient: (See Color)
SECONDARY LINK/BUTTON HOVER Font: Arial Regular - All Caps Text: #ffffff Gradient: (See Color)
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