NYM NOT YOUR MOTHER’S
showcase your style
NYM BRAND o u r m i ssi on Not Your Mother’s [NYM] strives to provide individuals the ability to embrace their own unique style by producing affordable, salon-quality hair products and tools fit for any type of hair. We aim to keep people feeling confident, creative, and classy.
background Everyone has a particular style in the way they look and dress. NYM provides products and tools that give women the ability to showcase their unique style. Since hair plays an important role in a person’s appearance, women want to be able to look their best and not break the bank in the process. This is why NYM offers top-shelf quality hair products at an affordable price.
t he brand Since NYM has launched in 2010, it has successfully become a well-known start up brand for hair products and tools. We are recognized by our bright, eye-catching colors and illustrations and showcase a fun, and edgy lifestyle through our line of products. With this success, we thought it was time to take NYM to the n e xt l e ve l . By enhancing the brand, NYM provides a more adaptable and flexible solution that encompasses what women stand for and whom they care about. With a more stable contemporary approach, NYM has resolved any and all visual inconsistencies throughout the brand, ensuring no brand confusion. Still appealing to the original NYM audience, a fully developed and balanced brand allows for a better outreach to NYM consumers. By enhancing the brand, we have also allowed for a broader range of our target market as well, making sure that women will not feel as if the brand becomes outdated overtime. NYM is a confid e n t , fun , an d cl assy line of products for women but with a bolder, simpler, and more up-to-date approach.
THE NYM LOGO
NYM
ab ou t t he log o The NYM logo is an all encompassing representation of an individual’s unique style: fun, edgy, and bold. It should only be used as shown. l og o var i ati on s The logo should always be primarily the NYM black, PMS Black 6 C. The white logo should be used when on top of a black background only. Both white and gray logos should only be used when necessary. E.g. Color restrictions, background color, or at the designer’s discretion.
NOT YOUR MOTHER’S
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NYM
s p e c i f i cati on s In print materials, the desired number of clear space around the logo is the size of the “M” in “NOT YOUR MOTHER’S”. mi n i m u m log o si z e For print use, the logo should never be smaller than: 0.8125in x 0.4874in
NYM NOT YOUR MOTHER’S
0.8125in
0.4874in
M
NOT YOUR MOTHER’S
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M
NYM NOT YOUR MOTHER’S
THE TAGLINE ab ou t t he ta g li n e We want our tagline to provide a clear message on what the NYM brand is all about and unify our brand identity. This means, providing women hair products that will enable them to showcase their unique style.
NYM
showcase your style
l og o l ock u p The white space around the logo lockup should be measured by the “M” size in “NOT YOUR MOTHER’S”. s p e c i f i cati on s The tagline should always be seen in NYM’s supporting typeface, r oc k salt and be center aligned. “Showcase Your Style” should also be the same the font size as “NOT YOUR MOTHER’S”; this allows the tagline to line up from the bottom left corner of the logo to the bottom right corner.
NOT YOUR MOTHER’S
showcase your style M
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NYM NOT YOUR MOTHER’S
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showcase your style
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LOGO DON’TS th e r u l es We get it, the development of a logo is very exciting. However, that does not mean the logo can be changed and manipulated, resulting in numerous variations of the original design. Questions about what to do with the logo may present themselves over time. Here are some guidelines that were created to ensure the legibility of the NYM logo.
Don’t use outdated versions of the logo.
NYM NOT YOUR MOTHER’S
Don’t change the color of the text in the logo.
NYM NOT YOUR MOTHER’S
Don’t change the color of the logo.
NOT YOUR MOTHER’S
Don’t stylize the logo. E.g. drop shadow, outer glow, inner glow.
Don’t change the shape of the logo.
HER’S MOT R U O OT Y
NOT YOUR MOTHER’S
NYM
NOT YOUR MOTHER’S
NYM
NYM Don’t place the logo over a color that is not in the secondary color palette.
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Don’t place the logo over an image.
NYM NOT YOUR MOTHER’S
Don’t distor t the logo. E.g. stretch, warp, skew.
Don’t rotate the logo.
TYPEFACES Gill Sans, designed by Eric Gill, is the primary typeface that is used to reinforce the Not Your Mother’s brand identity. Rock Salt is the more distressed typeface that is used to reinforce the more simplistic Gill Sans sans serif. Together, these two typefaces encompass what the NYM brand represents, style, fun, and professionalism. g il l sa n s r eg ular is best for a strong, bold heading and should always be displayed in uppercase form. roc k s a lt reg ular will always be used for subheads and call-outs because it allows the information to have a fun and edgy feeling, consistent with the NYM logo and should always be displayed in a color from the official secondary color palette. Rock Salt should always be half of the font size of the heading and written with the tracking set at 100. Yes, you read that correctly, tracking should be set at 100. When Rock Salt is used as a call-out typeface in body copy, be sure to add an extra space after the last letter of the call-out to ensure legibility. g il l sa n s li g h t is to be used for body copy and should always be set to the same size as the subhead or call-out. In copy, the word space (horizontal space between sentences) should be two full spaces.
BOLD HEADING
fun an d e d g y s u bh ea d Gill Sans Light is the perfect body copy typeface because it is simple and legible. It is the ideal accent to its fun and grungy heading and is different enough to stand on it’s own. The way typefaces are utilized is an i m p orta n t a s p ec t in showcasing the NYM brand.
Aa
Gill Sans SemiBold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 @#$%&*
Aa
rock sa lt regular
AB CD E FGHIJKLM NOPQR STUV WXYZ ab c d ef ghij kl mnopqrstuvwxyz 123456 7890 @#$%&*
Aa
Gill Sans Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 @#$%&*
COLOR PALETTE p r i m ar y color palette Black is the primary color of the NYM logo.
s ec on dar y c olor palette When showcasing company products, the logo changes to various official brand accent colors. These accent colors are also used for subheads and accents in body copy. The NYM color palette is broken up into three groups of four colors, each group being a different color tone. The first group is bright, the second group is medium toned, and the third group consists of a darker tone.
primary colo r pal e t t e White
Black
PMS: Black 6 C CMYK: 73 / 63 / 66 / 83 RGB: 17 / 17 / 17 HEX: 111111
second ary co lor pale t t e br i g h t
m edi um
dar k
PMS: 192 C CMYK: 0 / 96 / 67 / 0 RGB: 238 / 42 / 75 HEX: EE2A4B
PMS: 715 C CMYK: 0 / 51 / 99 / 0 RGB: 247 / 145 / 31 HEX: F 7911F
PMS: 7737 C CMYK: 57 / 17 / 100 / 2 RGB: 125 / 165 / 63 HEX: 7DA53F
PMS: 7723 C CMYK: 78 / 8 / 55 / 0 RGB: 24 / 170 / 143 HEX: 18AA8F
PMS: 676 C CMYK: 30 / 100 / 38 / 7 RGB: 172 / 31 / 98 HEX: AC1F62
PMS: 625 C CMYK: 80 / 35 / 59 / 15 RGB: 53 / 119 / 108 HEX: 35776C
PMS: 7684 C CMYK: 90 / 67 / 12 / 1 RGB: 42 / 94 / 155 HEX: 02A5E9B
PMS: 7666 C CMYK: 64 / 67 / 41 / 42 RGB: 96 / 82 / 102 HEX: 605266
PMS: 7621 C CMYK: 21 / 100 / 100 / 14 RGB: 174 / 30 / 35 HEX: AE1E23
PMS: 506 C CMYK: 40 / 88 / 51 / 28 RGB: 126 / 50 / 76 HEX: 7E324C
PMS: 669 C CMYK: 82 / 89 / 37 / 31 RGB: 62 / 45 / 86 HEX: 3E2D56
PMS: 654 C CMYK: 100 / 82 / 30 / 16 RGB: 24 / 63 / 111 HEX: 183F6F
STATIONERY t h e c o r por ate si de It is important to represent the brand, even on the corporate side of things. The NYM corporate identity consists of a letterhead, envelope, and business card design that reinforces the brand image, but with a more professional look.
MOOD BOARD s h owc a si ng th e dos We love cascading beach waves and bouncy voluminous hair. Flaunt messy braids and short wisped bangs. Showcase the saturated or black and white high contrast surroundings to express the fun, edgy, punk lifestyle of NYM. Oh! Be sure to incorporate this fun edgy zig-zag element.
MOOD BOARD avoi d i n g t h e don ’ts We don’t love artificial images of hair and we don’t love unnatural head movements to show crazy hair. NYM is represented with lots of colors; but when a model is dressed in a bright and crazy patterned outfit, it takes away from the purpose of the brand – which is to showcase her hair. Men and older women are also not ideal representatives because they are not illustrative of the target market and neither are up-dos, pastel colors, and preppy ensembles.
ADVERTISEMENTS
NYM NOT YOUR MOTHER’S
s h owc a si ng our p r oduc ts Through our advertisements, we aim to enforce the our brand through the representation of the edgy-punk lifestyle of our consumers. Imagery is used to draw in the consumer so that our target market can identify with the brand, while representing the product being advertised.
NYM NOT YOUR MOTHER’S
showcase your style
S HOW C A SE YOUR
st r e ng t h LO N G & ST RO N G S H A M P O O A N D CO N D I T I O N ER
S H OW C A SE YOU R
wav e s
T E XTUR I Z I NG S E A SA LT S PR AY
NYM
NYM
WAY TO
GROW
WAY TO GROW
shampo o
cond itioner
NOT YOUR MOTHER’S
l ong a nd st ro ng
Longer Hair, Faster Strengthens Hair Anti-Breakage Formula
NOT YOUR MOTHER’S
l ong a nd st ro ng Longer Hair, Faster Strengthens Hair Anti-Breakage Formula
SULFATE FREE FOR ALL HAIR TYPES
INTENSE MOISTURIZING FOR ALL HAIR TYPES
237 ML (8 FL. OZ)
237 ML (8 FL. OZ)
www.nymbrands.com
WEBSITE: HOME s h owc a si ng our p r oduc ts With an edgy and colorful brand, it is easy for the NYM website to get a little crazy. So, in order to keep a refined and updated look, the website is sleek and spacious, showcasing lifestyle imagery, incorporating the edgy zig-zag element. Accent colors, from the secondary color palette, are also used throughout the website to reinforce the fun and colorful appearance of the NYM brand. w h at ’ s f e atured The home page displays a lifestyle image gallery, an image link to new products, a link to current product deals, a news letter subscription, a link to the newest YouTube styling tip video, most recent blog post and featured media placement.
WEBSITE: ABOUT w h at ’ s f e atured The about page features an “About Us” section that talks about who NYM is and what we represent as a brand and our goal. The page also incorporates the news letter subscription section and also has a fun frequently asked questions section regarding our products, contests, etc.!
PACKAGING o u r pr o d uc ts Each NYM product line is represented by a specific color from the secondary color palette, i.e. Beach Babe will always be blue. The edgy line-work is carried through each product as a graphic element to keep the design consistent with the rest of the NYM brand.