Paul Mitchell Rebranding Guidelines

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THE GUIDELINES

TABLE OF CONTENTS 1.1_our story 1.2_our logo history 1.3_USP 2.1_clear space 2.2_minimum size 2.3_competitors 2.4_unacceptable usage 2.5_typography 3.1_color combinations 3.2_pantone color 3.3_system patterns 4.1_headquarter’s signage 4.2_school building 4.3_welcome sign to school building 4.4_directions, meeting room, and AI class building 4.5_school salon 4.6_break room 4.7_point of purchase and model selection 4.8_fashion show backstage 4.9_museum advertisement 4.10_taxi cab and building advertisement 4.11_photoshoot 4.12_signage 4.13_stationery 4.14_body lotion, women shampoo, conditioner, and hair spray 4.15_men shampoo, conditioner, hair spray, and gift bag 4.16_iPhone app 4.17_website

1.0

our company

OUR STORY John Paul Mitchell Systems was founded

by John Paul DeJoria and Paul Mitchell in 1980 and has part of its headquartered in Beverly Hills, California. Today, their dream is a reality. Paul Mitchell currently produces over 100 products: from award-winning styling and care products to cutting-edge heat styling tools and professional hair color. Paul Mitchell is available in over eighty countries worldwide. Paul Mitchell is the salon preferred Hawaiian recipe for hair for more than 30 years. All products are cultivated with green technology in Hawaii.

1.1_our story

OUR LOGO HISTORY Thirty years ago, two friends were inspired to create a company that would support the success of hairdressers and provide luxury hair care at an affordable price. With just $700, they launched a revolutionary hair care system with only three products. With only $700 they had to create a logo that could be printed easily and economically. Updating the logo will bring the brand into the future as a beautiful cosmetic and hair brand.

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1.2_our logo history

UNIQUE SELLING POSITION The salon preferred Hawaiian recipe for hair for more than 30 years is Paul Mitchell’s UPS. It emphasizes that all our products contain the natural awapuhi flower which is grown in our all-natural solar powered farms in Hawaii.

“The salon preferred Hawaiian recipe for hair for more than 30 years.�

1.3_USP

2.0

specifications

CLEAR SPACE The measurement, marked by x, is the increment used to measure the area for the clear space, ensuring the clearness of the logo mark when used in different places throughout the system.

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2.1_clear space

MINIMUM SIZE The logo should only be as small as 25 mm to ensure clarity of the logo. This is very important for all the applications in the brand system.

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25mm

2.2_minimum size

COMPETITORS We have competitors in many sectors: hair education, salons, and products. Some of our competitors are Bumble and Bumble, Redken, Aveda, and TRESemmé. Bumble and Bumble is one of twenty-seven brands owned by Estée Lauder Companies, Inc. It was founded as a New York City hair salon in 1977 by hairdresser and entrepreneur Michael Gordon. Redken is an American hair care brand owned by L’Oréal Group under the Professional Products division. The company was founded in 1960 by hairdresser and chemist, Jheri Redding, and actress, Paula Kent. Aveda is a company headquartered in Blaine, Minnesota, that manufactures skin care, cosmetics, perfume, hair care products, and trains students. TRESemmé is a brand of hair care products first manufactured by Godefroy Manufacturing Company in St. Louis, Missouri starting in 1947.

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2.3_competitors

UNACCEPTABLE USAGE These are unacceptable uses for the Paul Mitchell logo. Do not change the colors, warp it, tilt it, shorten it, or put it on top of unsightly backgrounds. Each logo has a mark through it to show that the use is unacceptable. The logo should only be used in its original state and with the correct colors and backgrounds.

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2.4_unacceptable usage

TYPOGRAPHY For our secondary type, we chose a sans serif that would compliment our brand in numerous ways. This sans serif is vertically inclined like our logo typeface, making it a perfect fit. In this system, the typeface can be used as condensed, light, roman, and bold.

Paul Mitchell Sans Condensed 17/30/23

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890,./;’[]-+=)(*&^%$#@!

Paul Mitchell Sans Light 17/30/23

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890,./;’[]-+=)(*&^%$#@!

Paul Mitchell Sans Roman 17/30/23

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890,./;’[]-+=)(*&^%$#@!

Paul Mitchell Sans Bold 17/30/23

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890,./;’[]-+=)(*&^%$#@!

2.5_typography

3.0 our colors

COLOR COMBINATIONS The logo can appear in three colors: white, black and Pantone 874 which is a bronze color. The Paul Mitchell brand in bronze can appear in many backgrounds; however, if for clarity or black and white printing, the white and black version can be used. The logo will always stand out strongly where ever it is placed. These color combinations must be used at all times.

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PANTONE COLOR All our colors were selected from the colors of Pantone system for usage and standardization. Our main color is Pantone 874 which is a strong bronze color that is alluring. The three secondary colors are Pantone Cool Gray 1, Pantone 635, and Pantone 586. These are used for highlight in some applications and patterns. The secondary colors are used in the interior design of many Paul Mitchell buildings.

Pantone Cool Gray 1 R:218, G:217, B:214; C:4, M:3, Y:6, K:7 HTML: DAD9D6

Pantone 635 R:172, G:227, B:239; C:32, M:0, Y:8, K:0; HTML: ACE3EF

Pantone 586 R:231, G:233, B:136; C:8, M:0, Y:54, K:0; HTML: E7E988

Pantone 874 R:158, G:128, B:88; C:36, M:45, Y:71, K:10; HTML: 9E8159

3.2_pantone color

SYSTEM PATTERNS Our patterns were created with hair in mind.

Each stroke symbolizes a strand of hair. There are three styles: straight, wavy, and curly. They are sprinkled throughout the book and other systems that use the identity in a light shade of our secondary colors. The diamonds are elegant and beautiful closely matching the look and feel of the Paul Mitchell branding.

3.3_system patterns

4.0

implementation

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headquarters

open to the public: monday-friday 11am-5pm

4.1_headquarter’s signage

4.2_school building

4.3_welcome sign to school building

4.4_directions, meeting room, and AI class building

4.5_school salon

4.6_break room

4.7_point of purchase and model selection

4.8_fashion show backstage

4.9_museum advertisement

4.10_taxi cab and building advertisement

4.11_photoshoot

4.12_signage

John Paul DeJoria

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Co-founder and CEO 808.734.7007 john@paulmitchell.com paulmitchell.com 1123 11th Ave #103 Honolulu, HI

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1123 11th Ave #103, Honolulu, HI

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Dear Mr. Rufus Grant, Our Paul Mitchell fashion show that was held at your hotel was extremely successful.

The compliments that I have received on your staff’s courteousness and the excellent food that your chefs prepared for the occasion have been numerous.

The displays you created for the “Summer’s Coming” promotion are just beautiful. Several of the sales personnel told me that they have received numerous compliments from the customers.

Our “Summer’s Coming” promotion was greeted with a great deal of enthusiasm by the community, and I want to take this opportunity to thank you for all of your encouragement and support.

As always, all of the staff at the hotel were extremely cooperative. I must, however, single out one in particular who worked exceptionally hard to make it the success it was. This is Judith Blakely, who seems to have an unlimited amount of energy and holds firmly to the conviction that if it is worth doing, it is worth doing it right. It is fair to say that without her help, this event would not have been nearly as successful as it was. We played to a full house. What more is there to say!

Thank you for helping to make our event a success.

Sincerely,

John Paul DeJoria

808.734.7007 1123 11th Ave #103 Honolulu, HI paulmitchell.com

4.13_stationery

4.14_body lotion, women shampoo, conditioner, and hair spray

4.15_men shampoo, conditioner, hair spray, and gift bag

4.16_iPhone app

4.17_website

Designed by Melissa Kelly Instructed by Todd Hedgpeth, Academy of Art Produced by Melissa Kelly and Vadim Zaychik, Plotnet