COSMETICS
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Welcome to IWEN.
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Table of Contents IDENTITY
S TATIO NERY
LO G O P LAC EM EN T
PAC K AG IN G
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About
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Logo
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Pattern
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Colors
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Typeface
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Stationery
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Business Card
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Vehicle
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Storefront
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Corporate Headquarters
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Uniform
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Packaging Examples
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Contact Information
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About In a quest for ageless beauty and infinite luxury, IWEN Cosmetics strives to go beyond ordinary skincare. Our exquisite cellular creams, serums, treatments and skincare lines all perform with unparalleled refinement and results. This commitment to exceptional skincare treatment has made IWEN the choice of the world’s most discerning women. Experience the promise of timeless beauty, fulfilled. Drawing inspiration from ancient Egyptian culture, IWEN created a line of products modeled after products used by Egyptians. In Ancient Egyptian culture, Oils and creams were used for protection against the hot Egyptian sun and dry winds. Fragrances included myrrh, thyme, marjoram, chamomile, lavender, lily, peppermint, rosemary, cedar, rose, aloe, olive oil, sesame oil, and almond oil. Ancient Egyptian men and women considered beauty a sign of holiness. Cosmetic palettes were found in tombs, buried with the deceased as grave goods. Cosmetics were not only used for aesthetic purposes, but also magical and religious purposes. Egyptian perfumes were famous throughout the Mediterranean. Their perfumes were mostly created from the roots, blossoms, or leaves of henna, cinnamon, turpentine, iris, lilies, roses, bitter almonds, and many others. They would add wax or fat to create creams and salves. Perfumes and creams were generally kept in stone or glass vessels.
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Logo/Symbol Since our logo represents our company as a whole, we only allow it to be used in certain ways. We desire for all of our products to have the same quality and design. The logo must always appear in the colors shown below. It cannot be changed to greyscale, or have only one color. The width of lines in the logo must stay proportionate to the size.
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The company name, when paired with the logo, must always be in the font below. It may or may not have “Cosmetics� placed with it. The name is allowed to be placed to the right, or below, the logo, depending on the surface.
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COLOR The primary use for the IWEN logo is the 4-color version—white, and Pantone 485. When color or printing prohibits this, it may be used in all black or reversed out to white. The Egyptian Blue which serves as a background for the logo cannot be turned transparent.
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The logo can appear on color, illustration, or photographic backgrounds, as long as the legibility and integrity of the logo are not diminished.
COSMETICS CLEAR SPACE & MINIMUM SIZE .3x
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.3x
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0.375” .3x
Clear Space
Minimum Size
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Correct Logo Usage
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Full-color positive logo
Full-color reversed logo
DOS:
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Use the positive version on light or white backgrounds. The full-color reverse logo may be used on dark color backgrounds, as well as dark areas within photographs. The logo is not accompanied by the registered trademark symbol (®). The logo may be used with or without the “IWEN COSMETICS” text., however, the text may not be used without the logo. A grayscale logo is only acceptable when media reproduction is limited. The logo can appear on color, illustration, or photographic backgrounds, as long as the legibility and integrity of the logo are not diminished. The standard logo may be used by third parties under license only.
Incorrect Logo Usage
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DON’TS:
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Do not alter the IWEN logo in any way. Do not animate, color, rotate, skew, or apply effects to the logo. Do not separate the elements. Never attempt to create the logo yourself, change the font, or alter the size or proportions. Do not attempt to stage the logo youself on a tag or alter the space between the IWEN logo and the clear space. Don’t make a pattern or texture out of the logo. Don’t combine the logo with any other elements -- such as logos, words, graphics, photos, slogans or symbols that might seem to create a hybrid mark.
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Pattern
The IWEN corporate pattern (above) consists of a yellow gradient combined with IWEN’s own unique hieroglyph pattern. It is used on most packaging and business cards. It can be used for other publications as well, without any alteration.
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Colors We require all of our products and literature to have only the following colors, excluding company-approved photos. The Adobe corporate color palette is based on a core set of colors. Additional colors are available based upon particular products. If your communication is product related, follow the guidelines and relative colors found in the product guidelines.
COLOR
EGYPTIAN BLUE The color blue was held in high regard in Egyptian culture. For them, blue represented sky and water. In a cosmic sense, this extended its symbolism to the heavens, and took on another meaning of life and re-birth.
YELLOW GRADIENT Yellow, called khenet, represents that which is eternal and indestructible, and is closely associated with gold and the sun. Gold was often paired with blue when creating Egyptian royal jewelry, and is often seen in Pharonic head scarves.
BLUE ACCENT The navy blue color is used as an accent. It serves as a darker version of Egyptian Blue to add contrast when needed.
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C
M
91 71
Y
K
13 1
R 44
G
B
WEB #
89 152
2c5997
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72
0
249 234 105
f9ea68
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28 86
0
236 184 66
ecb741
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29 98
0
233 180 37
e8b424
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092c43
97 77 48 48
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Corporate Typefaces As with our logo, consistent use of our corporate typefaces, Lato and Josefin Slab, reinforces IWEN’s brand identity. Both are Google Fonts and can be downloaded from there.
PRIMARY TYPEFACE - LATO ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 Lato should be used for headlines and may be used for copy. Short headlines or labels can be all caps, otherwise headlines and subheads are sentence case. Lato Thin Lato Regular Lato Heavy
Lato Thin Italic Lato Regular Italic Lato Heavy Italic
SECONDARY TYPEFACE - JOSEFIN SLAB ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 Josefin Slab should be used primarily for title of products on packaging, as well as descriptions. Josefin Slab Light Josefin Slab Semibold Josefin Slab Bold
Josefin Slab Light Italic Josefin Slab Semibold Italic Josefin Slab Bold Italic
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Corporate Stationery The corporate business cards, stationary, and envelopes are essential in communicating our brand. They may not be warped, skewed, or colored in any way other than what is shown below. The fonts cannot be changed from Josefin Slab and Lato. The thicknesses must also stay the same.
STOCK
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Paper Company:
LA Paper Company
Paper Brand:
Image Paper
Paper Weight:
24lb bond/60lb text
COSMETICS
COSMETICS 0.5”
1.05”
1”
4305 CENTRE ROAD
LOS ANGELES, CA
90731
218-770-0266
INFO@IWENCOSMETICS.COM 0.5”
Envelope Our envelopes, when paired with stationery, should be the standard business envelope size (4 1/8” x 9 1/2”). They must include our logo paired with “IWEN COSMETICS” text. The return address must be below the logo, in all capitals.
COSMETICS 4305 CENTRE ROAD LOS ANGELES, CA 90731
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Business Card All IWEN employee business cards must follow this layout. Adjustments can only be made of name, position, and personal information. Business cards cannot be made black and white. They must be printed on semigloss paper through our corporate printing company. 3.5”
.45”
Hannah Juliot
2”
Director, IWEN Cosmetics
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4305 CENTRE ROAD LOS ANGELES, CA 90731 219-770-0266 HANNAH@IWENCOSMETICS.COM
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Logo Placement As a company, IWEN has specific guidelines where and when its logo can be placed. Following are examples of corporate headquarters, storefronts, corporate vehicle, and employee shirts. When possible, “IWEN COSMETICS� should be placed with the logo.
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ABOVE: IWEN Headquarters. The logo is placed on the front panel of the building.
RIGHT: IWEN Employee dress shirts. These shirts are worn in IWEN stores by employees. The logo is embroidered on the right side of the buttons.
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Packaging We require all of our products to have the same general packaging structure. All packages are required to have, at minimum, the logo, “IWEN COSMETICS� placed above or to the right of the logo, and a title of the product. The product name must be in Josefin Slab.
When space is available, most packages should have a description and directions on the back or side panels. In these cases, products should also feature a pyramid filled with our corporate pattern.
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Standard packaging should look like the examples shown here.
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CONTACT INFORMATION:
Website: WWW.IWENCOSMETICS.COM
Address: 4305 CENTRE ROAD LOS ANGELES, CA 90731
Phone: 210-555-IWEN
Email: INFO@IWENCOSMETICS.COM
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