Whim Hair Salon
Brand Guidelines
Version 1. September 2018
Introduction Colors Colorful and playfulgraphic elements that express great freshness and imagination.Together these brand symbols communicate renewed energy, excitement, quality and freshness.
Version 1. September 2018
Director, and our brand partners, under a structured and comprehensive training programme, to ensure that they are able to achieve your dream hairstyle or colour.
Brand Guidelines
The Sharp Typography Every hairdresser in The Whim has sharp eyes. Our team strives to push the boundaries and set the trends when it comes to hairdressing. All of our hairstylists are trained by our US Creative Hair
Founder of Whim -Nick Scavullo
Whim Hair Salon
The Whim Hair Studio, aims to provide our customers with the latest hair trends, most advanced hair technology and most innovative styling techniques, direct from US. The Master Logo is the key to our brand identity, and conveys The Whim Hair Salon brings a fresh feeling to every customer who comes to the Whim.
Content
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Introduction Brand Standards -Logo -Clear space & minimum size -Color and placing -Typography -Company Document
ToolKit -Photography -Tone-of-voice
brand brand standards standards
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Logo This manual has been designed for easy reference to the information needed to visually reproduce the Whim brand. -The Whim logo and brand symbols represent the essence of our brand, and instill loyalty in customers. -Our logo brand symbols are protected by IP laws which guardagainst infringement and copying of the Whim concepts. -Inconsistent usage of the Whim logo and other brand symbols could weaken and dilute the message to consumers about the brand.
Logo The Whim logo is a symbol for provide our customers with the latest hair trends, most advanced hair technology and most innovative styling techniques, of the road when using our logo. -Don’t alter, rotate, or modify the logo. -Don’t animate the logo or make it talk, chirp, or fly. -Don’t accessorize the logo with extra elements like speech bubbles. -Don’t anthropomorphize the logo. -Don’t overemphasize the logo. -Follow the clear space guidance in this document.
14pt Logo minimum Size
100%
150%
Logo clear space
Clear space and minimum size When you’re using the logo with other graphic elements, make sure you give it some room to breathe. The empty space around the logo should be at least 150% of the width of the logo. To ensure the logo maintains its visual impact, do not go any smaller than 16 pixels wide.
Color The Whim logo is coloful like our theme. There’s no color limitation of The Whim logo.The color must be soild color. It must be legible and maintain the integrity of its form.
Placing When placing the logo on an dark image, always use light color logo version. For images with a light background, always use dark color logo version. Make sure the contrast is strong. There’s no grey tone for black and white printing. Logo should be placed in the center and right bottom of a image.
Sonder Sa
Typography Our main typeface for company document. Are bold, simple, and universal -Helvetica. For a bolder typeface, we suggest to use Sonder Sans Black. It allows us to emphasize the voices.
ans Black Helvetica Helvetica Helvetica Helvetica Helvetica Helvetica
Company Documents There are Letter head and name card for the Whim Hair Salon’s company documents. The documents are base on the our two main color- dark turquoise and white.
Letter head +65 6365 1585
108 BENCOOLEN ST #01-28 THE BENCOOLEN
NAME Senioar/Junior Director
Name card 85x55mm
+65 6365 1585 name@gmail.com
THE BENCOOLEN
+65 6365 1585
108 BENCOOLEN ST #01-28 THE BENCOOLEN
108 BENCOOLEN ST #01-28
Toolkit
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Photography Photography is a valuable tool in inspiring informing and illustrating meaning in any given communication piece. Ensure that all imagery sits comfortably with the look and feel of the refreshed the Whim Salon. Do not contradict or conflict with the brand values of fresh and fashion, crazy but thoughtful. Ensure the highest possible standards are upheld. Keep photography clean, stylish, and directional. Do not over style or over prop. Props if used, should inform or add context and depth.
Photography People Our portraits should engage, through the creative, fresh and fashion portrayal of individuals or groups. Color We suggest to show a picture with turoquise element or dark cold tone picture. The hairstyle of a person must be clear. Avoid staged situations. Avoid over formality. Avoid stereotyping - thinking beyond the immediate ‘type’ or demographic.
-Dark turquoise image
-Cold color tone image
-Turoquise element
Our brand language This is what each of our brand values mean for language. Patient There’s a real sense of calm about the way we write or speak. We listen to our custumer and give them the best suggestion base on our experience. Try not to dissenting opinion. Responsible We take responsible for every client. We are clear and straightforward in everything we write and say.
Warm We sound genuinely conversational, without using slang or sounding too chatty. Our words are light on the page. We avoid clichés and jargon. Thoughtful We show insight into people’s problems, and give the best and creativest suggestion. Professional We really understand our business and this comes through to our readers in our depth of knowledge. We show our professionalism in our use of language too, with careful structuring, high standards of spelling and grammar with incisive, helpful explanations.
Tone-of-voice Understanding your audience and addressing them appropriately is key to all brand communications. It is our intention to spend more time in making sure that our tone of voice has a lightness of touch and ease that works well for customers who spend time with us. However we must be careful to use appropriate language rather than assuming a casual approach at every. We will talk with one brand personality but just as in life, that one personality should be able to span informality, professionalism and warmth as appropriate. If approached correctly our tone-of-voice can help to ensure that having a haircut at the Whim hair salon is even more pleasurable.
Need help? Have any questions? Contact us at trademarks@whim.com