Brand Guidelines | 2020
Inside Logo Logo Usage Logo No No’s
Typography Fonts Hierarchy Type Elements Usage
Elements Color Usage
The Difference Story Position + Tagline Mission Keywords
Language Mood + Inspiration Photography
BLOW YOUR MIND NOT YOUR HAIR
Logo Acting as a symbol for the brand, the logo is the first impression we make. This subtle and unique visual communicator that sets the initial tonne for the company. This mark has the longevity to withstand time, along with the simplicity to effortlessly complement the brand.
FINAL LOGO With modern, clean, thin lines, the RevAir logo is the key image of the brand. It should only be used in the brand designated primary colors. The RevAir logo is a registered trademark of RevAir, LLC.
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REVAIR // Brand Guidelines
8 Logo [proper logo usage]
Proper Logo Usage To maintain consistency of our brand and the integrity of the logo, proper usage must be followed. The following outlines proper logo usage.
LOGO COLOR
LOGO ORIENTATION
There are four main RevAir logo forms. Mint and azure are primarily utilized when the logo is on any printed collateral, while grays, black, and white versions are used on image and solid brand elements, depending on contrast to keep the integrity of the logo present. Use the mint or azure RevAir logo whenever possible.
The logo should be used horizontally or vertically. When using the logo vertically, it must read from bottom to top.
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REVAIR // Brand Guidelines
10 Logo [proper logo usage]
15 mm
100 px
LOGO SCALING
SCALING FOR DIGITAL
The logo can be scaled to a minimum size of 15 mm wide for printed materials. Anything smaller will make the text and lines difficult to see.
The logo can be scaled to a minimum size of 100 px wide for digital materials. Anything smaller will make it difficult to distinguish the design lines especially on mobile devices.
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Each square represents 1:1 padding clearance.
LOGO PADDING 1:1 padding ratio is dictated by the square formed inside the E to the V as indicated above by the darker shaded square. Allow no less than 2 x 1:1 padding to the left and the right sides of the RevAir logo, and 1 x 1:1 padding above and below the logo to pad appropriately. Padding ratio should scale equally when logo is resized. No competing elements such as text should interfere with negative space. This rule of thumb also applies to the logo when used in conjunction with the strapline. REVAIR // Brand Guidelines
12 Logo [proper logo usage]
BLOW YOUR MIND NOT YOUR HAIR Each square represents 1:1 padding clearance.
LOGO WITH STRAPLINE The logo used with the strapline is illustrated above. The strapline should centered directly below the logo. The logo should always been seen first with the strapline secondary. Allow for a minimum of 1 x 1:1 padding ratio between the logo and the strapline anytime they are used together. Padding should be measured from the bottom point of the A within the RevAir logo.
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BLOW YOUR MIND NOT YOUR HAIR
BLOW YOUR MIND NOT YOUR HAIR
BLOW YOUR MIND NOT YOUR HAIR REVAIR // Brand Guidelines
14 Logo [secondary logos + marks]
Secondary Mark The V and A within the logo can be used as a stand alone icon. The secondary mark can also be shown with a square or circular background when the proper clearance zone is applied.
SECONDARY LOGOS + MARKS Secondary marks can supplement the primary logo or be used in lieu of the primary logo when the design permits. These marks should never be used next to the primary logo. Secondary marks are ideal for social media profiles images, digital collateral, and for adding visual interest to any branded design. Using multiple marks in a single design should be avoided.
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WAND ICON
OILI GUARANTEE LOGO
The RevAir Wand is where all the magic happens, therefore it only stands to reason we would feature both the icon and standalone wand image as creative elements.
The Own It, Love It Guarantee is just one of the many USPs RevAir offers. This one is so special, we created a special logo just to call out the advantage of risk-free shopping. REVAIR // Brand Guidelines
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17 Logo [proper logo usage]
LOGO ON PHOTOGRAPHY When the logo is used over any photography, image, pattern, or color it is important to make sure there is clear space for it to reside. No distracting backgrounds, patterns, or textures. Use these examples or any other examples throughout this book as a guide. The logo cannot stand against busy backgrounds, so be mindful of selecting an image that allows space for it to shine. If necessary, scale or manipulate the photograph to give the proper breathing room. Furthermore, the addition of a multiplied block of color can be added to the image to create more distinction between the image and logo. Color contrast is also important, make sure the logo is against a background that does not distract or blend in.
REVAIR // Brand Guidelines
18 Logo [improper logo usage]
IMPROPER LOGO USAGE It is easy to ruin a good thing! We don’t want our logo to fall victim to inconsistent handling. Always maintain proper guideline standards. The following outlines improper RevAir logo usage.
DECORATIVE EFFECTS
SKEWING THE LOGO
Adding other graphic elements such as strokes, glows, or other effects are not permitted.
The logo must always be scaled proportionately. Never skew or stretch the RevAir logo.
In extreme circumstances to increase contrast, tight drop shadows may be permitted.
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REVAIR
ALTERING THE LOGO
CHANGING THE COLOR
ALTERING THE FONT
Let it be. No playing with the sizing, scale, composition, etc. Don’t mess with a good thing!
The RevAir logo must appear in a color from the primary color palette or black. No weird colors. Let’s keep it classy.
The RevAir logo must always maintain its integrity. Do not change or alter the font.
REVAIR // Brand Guidelines
20 Logo [improper logo usage]
Reverse-Air Dryer
LOGO ORIENTATION
ADDING ELEMENTS
LOGO OUTLINE
Do not rotate the logo to any position other than horizontal or vertical.
Don’t add unofficial elements to the logo.
Do not display the logo as an outline.
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LOGO CROPPING Do not crop the logo in any way.
REVAIR // Brand Guidelines
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ULTRA LIGHT
Avenir Ultra Light THIN
Avenir Thin LIGHT AVENIR NEXT PRO In drawing the AvenirŽ typeface, Adrian Frutiger looked to both the past and the future for inspiration. His goal was to reinterpret the geometric sans serif designs of the early part of the 20th century in a typeface that would portend aesthetics of the 21st century. Avenir aligns with the vision of RevAir by improving and modernizing the commonality of the past. Avenir’s simple, geometric, sans-serif letterforms are an ideal typeface to use in both lower-case and all caps. Italic and condensed forms should be used carefully and thoughtfully when needed.
Avenir Light REGULAR
Avenir Regular MEDIUM
Avenir Medium DEMI
Avenir Demi BOLD
Avenir Bold Typography Brand typography is broken down to illustrate how to use the proper type formatting and font selection for various uses.
HEAVY
Avenir Heavy
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AVENIR NEXT PRO
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & ( ) - _ = + [ ]{ } \ | ; : ’ ” < > , . ? / ` ~
REVAIR // Brand Guidelines
24 Typography [fonts]
REGULAR
Lato Hairline LIGHT
Lato Light LATO When Avenir is unavailable, Lato is the preferred alternative font. Google Fonts // Lato
REGULAR
Lato Regular MEDIUM
Lato Bold DEMI
Lato Black
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LATO
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890 ! @ # $ % ^ & ( ) - _ = + [ ]{ } \|;:’”<>,.?/`~
REVAIR // Brand Guidelines
26 Typography [display fonts]
THIN
Gilroy Thin ULTRA LIGHT
Gilroy Ultra Light LIGHT
Gilroy Light REGULAR
Gilroy Regular MEDIUM GILROY Gilroy is a modern sans serif with a geometric touch.
Gilroy Medium
Gilroy is intended to be used as a display font for branding purposes.
SEMI BOLD
Gilroy Semi Bold BOLD
Gilroy Bold EXTRA BOLD
Gilroy Extra Bold BLACK
Gilroy Black HEAVY
Gilroy Heavy
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GILROY
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & ( ) - _ = + [ ] { } \ | ; : ’ ” < > , . ? / ` ~
REVAIR // Brand Guidelines
28 Typography [display fonts]
THIN
Poppins Thin ULTRA LIGHT
Poppins Extra Light LIGHT
Poppins Light REGULAR
POPPINS When Gilroy is unavailable, Poppins is the preferred alternative font. Google Fonts // Poppins
Poppins Regular MEDIUM
Poppins Medium SEMI BOLD
Poppins Semi Bold BOLD
Poppins Bold EXTRA BOLD
Poppins Extra Bold BLACK
Poppins Black
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POPPINS
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & ( ) - _ = + [ ] { } \ | ; : ’ ” < > , . ? / ` ~
REVAIR // Brand Guidelines
30 Typography [supporting fonts]
DAISY Daisy is intended to be used as a display font only. It should only be used in graphic elements or areas where a more touch is desired. Daisy should always be used sparingly and thoughtfully, and never in all caps.
REGULAR
Daisy
NOTE :: DAISY DISPLAY FONT IS NOT FINAL
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DAISY
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt
Uu Vv Ww
Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 ! @ $ % ^ & ( ) - = + [ ]{ } \ ’ ” < > , . ? / ~
REVAIR // Brand Guidelines
32 Typography [supporting fonts]
CHARLOTTE AMALIE This font is intended to be used as a display font only. It should only be used in graphic elements or areas where a more feminine touch is desired. Charlotte Amalie should always be used sparingly and thoughtfully, and never in all caps.
REGULAR
Charlotte Amalie
NOTE :: CHARLOTTE AMALIE DISPLAY FONT IS NOT FINAL
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CHARLOTTE AMALIE
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 ! @ $ % ^ & ( ) - = + [ ]{ } \ ’ ” < > ,.?/ ~
REVAIR // Brand Guidelines
34 typography [hierarchy]
DISPLAY DISPLAY HEADING HEADING HEADING HEADING HEADING
supporting supporting
DISPLAY Gilroy Light, Bold 25 pt Tracking Suggested leading // 4 pt. > font size All Caps Approved alternative // Poppins
HEADING Gilroy Light, Regular, Medium, Semi Bold, Bold 25 pt tracking Suggested leading // 4 pt. > font size All Caps Approved alternative // Poppins
SUPPORTING Daisy Regular, Charlotte Amalie Regular Tracking // 0 Suggested leading // text wrap/stacking discourage Title Case or Lower Case
BODY Body Copy // Demi
Avenir Next Pro Regular, Demi 10 pt tracking Suggested leading // 4 pt. > font size Approved alternative // Lato
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DISPLAY
HEADING
SUPPORTING
HEADLINE CALL OUTS DISPLAY
SUB HEADLINE CALL OUTS TITLES
decorative
Headline Callouts Display
Sub Headline Call Outs Title
HOW TO USE DISPLAY
HOW TO USE HEADING
HOW TO USE SUPPORTING
This elegant typeface is used for any primary headline, call outs, and display phrases. It is ideal for single sentences and strong statements that should stand out. Display usage is great against solid brand colors or photographs that showcase high visual contrast.
Heading type is ideal for sub headlines and longer call out statements if needed. For example, if there is a long statement used to attract attention, use Heading as it is easy to read and can handle multiple sentences. Heading can also be used as a subsection header, title, or call out.
Supporting text is used to help punctuate a typographic composition or collateral. Supporting text should be brief, kept only to a single or few words. Supporting should never be used in all caps.
REVAIR // Brand Guidelines
36 typography [elements]
SAMPLE OF A DISPLAY CALL-OUT FOR EMPHASIS. SAMPLE OF A SUBHEADING THIS WOULD BE ADDITIONAL TEXT THAT REQUIRES EMPHASIS. Body text. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
TYPOGRAPHIC ELEMENTS Large, bold statements draw a viewer into the design or message. These statements are ideal for when pared with simple photography or solid backgrounds. Bold and engaging messages are given this typographic treatment. Title-case and all-caps is acceptable for these phrases.
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SIMPLE STEPS TO SET UP You're only minutes away from experiencing RevAir.
Filter
Base
Power
Insert Filter into Base Unit.
Attach Hose to Base Unit by sliding bottom tab of Filter Panel into notch in Filter opening area.
Unwind electric cord from Cord Wrap Plate.
Filter Notch must line up with intended groove to fit in properly. Without Filter installed and Filter Notch groove aligned properly, Base Unit will not power on. Every 5 uses, it is important to empty and clean Filter.
Gently push Filter Panel forward so it is flush with Base Unit and securely covers Filter opening.
Plug is equipped with an ALCI as a safety feature. Press TEST button - you will hear a click and RESET button will pop out.
Once Filter Panel is firmly in place, turn Filter Panel Latch clockwise to lock to Base Unit.
Press RESET and you are ready to insert plug into wall outlet. Only insert into 120V/60hz amp outlet.
Hose is shown shortened for illustration purposes only.
Watch a step by step setup video in the FAQs section of myrevair.com or read more in the Operating Manual.
MYREVAIR.COM
TYPOGRAPHIC ELEMENTS When writing out RevAir, the R and the A should always be capitalized so that it stands out in a body of text. Utilizing a combination of the brand colors and font weights work great in creating visual hierarchy. REVAIR // Brand Guidelines
38 typography [usage]
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TITLE Gilroy Medium/Light Combination Size: 14 pt Tracking: 50 pt Leading: 16 pt Case: All Caps
SUB TITLE Gilroy Regular Size: 8 pt Tracking: 25 pt Leading: 10 pt Case: Sentence Case
HEADING Gilroy Light Size: 9 pt Tracking: 25 pt Leading: 11 pt Case: Title Case
BODY Avenir Next Pro Regular/Demi Size: 7 pt Tracking: 0 pt Leading: 8.5 pt Case: Sentence Case
SIMPLE STEPS TO SET UP Youâ&#x20AC;&#x2122;re only minutes away from experiencing RevAir.
Filter
Base
Power
Insert Filter into Base Unit.
Attach Hose to Base Unit by sliding bottom tab of Filter Panel into notch in Filter opening area.
Unwind electric cord from Cord Wrap Plate.
Filter Notch must line up with intended groove to fit in properly. Without Filter installed and Filter Notch groove aligned properly, Base Unit will not power on. Every 5 uses, it is important to empty and clean Filter.
IMAGE CALLOUTS & NOTES Avenir Next Pro Regular/Demi Size: 6 pt Tracking: 0 pt Leading: 8 pt Case: Sentence Case
Gently push Filter Panel forward so it is flush with Base Unit and securely covers Filter opening.
Plug is equipped with an ALCI as a safety feature. Press TEST button - you will hear a click and RESET button will pop out.
Once Filter Panel is firmly in place, turn Filter Panel Latch clockwise to lock to Base Unit.
Press RESET and you are ready to insert plug into wall outlet. Only insert into 120V/60hz amp outlet.
Hose is shown shortened for illustration purposes only.
Watch a step by step setup video in the FAQs section of myrevair.com or read more in the Operating Manual.
OVERVIEW This is a mock layout of the RevAir Quick Start Guide, broken into three columns. This mockup offers an example of how type hierarchy is applied with additional typographical, photography, and design elements.
REVAIR // Brand Guidelines
40 typography [web usage]
MENU Gilroy Regular Tracking: 0 pt Case: Title Caps
HEADING Gilroy Regular Tracking: 25 pt Case: Title Case
SUB HEADING Avenir Next Pro Regular Tracking: 25 pt Case: Lower Case
HERO BANNER CALL OUT Avenir Next Pro Light Tracking: 25 pt Case: All Case Gilroy Bold Tracking: 25 pt Case: All Case
BUTTON Avenir Next Pro Medium Tracking: 50 pt Case: All Caps
TEXT HEADING Gilroy Medium Tracking: 25 pt Case: Lower Case
BUTTON Avenir Next Pro Regular Tracking: 5 pt Leading: 2 pt > font size Case: Sentence Case
OVERVIEW This is a mock web layout, which offers an example of how all the various forms of typography can work together. The breakdown illustrates how the organization, elements, typeface weights, and hierarchy collaborate.
Shop
Discover RevAir
Reviews + Results
Healthy Hair Blog
Try RevAir
RevAir Changes the way you dry, stretch & straighten your hair
HEALTHIER
WITH REVAIR SHOP NOW
Life Changing Reverse-Air Hair Dryer For the first time ever, women have an option that gives them the power and flexibility to style their hair in a healthy, natural way, without high heat or chemicals, and in a fraction of the time it takes with traditional methods.
Media Mentions
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Elements Color, texture, and supporting accents each help to communicate the brand language and enhance the brand experience. They are used interchangeably, but never all together. These additional elements help breathe life into the RevAir brand.
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PANTONEÂŽ The proprietary color matching system used in printing to create inks and maintain color integrity; the Pantone numbers listed refer to the Pantone Matching System.
RGB [Red, Green, Blue] - the method by which video monitors and projectors display color; the numeric values listed refer to the amount or intensity of red, green, and blue in each of the colors.
CMYK [Cyan, Magenta, Yellow, Black] - also referred to as â&#x20AC;&#x153;process colors,â&#x20AC;? the method by which images are printed using cyan, magenta, yellow, and black inks. The specific numeric values refer to the percentages of each of the four process colors.
HEX The colors used in display devices [PC monitors and scanners]; the numeric values listed refer to the amount or intensity of red, green and blue in each of the colors.
COLOR The brand colors are inspired by the idea of sophisticated brand RevAir sets to be. These colors are aimed to carry an elevated feel while still holding to a playful essence. Azure and mint are the primary brand colors with a cool gray and raspberry used as secondary colors.
REVAIR // Brand Guidelines
44 elements [color + usage]
Azure
Raspberry
Mint
Charcoal
PANTONE: 3155 C
PANTONE: 2040 C
PANTONE: 7471 C
PANTONE: n/a
R: 0
C: 100
R: 200
C: 9
R: 126
C: 47
R: 76
C: 66
G: 98
M: 46
G: 53
M: 99
G: 221
M: 0
G: 76
M: 58
B: 114
Y: 45
B: 82
Y: 62
B: 211
Y: 22
B: 76
Y: 57
K: 19 HEX #: 006272
K: 1 HEX #: C83552
K: 0 HEX #: 7EDDD3
K: 37 HEX #: 4C4C4C
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The Difference What makes the brand unique? How will RevAir stand out from the herd? The positioning statement, mission, and overall values help define who we are and why we are unlike anyone else.
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NOTE :: OUR STORY IS NOT FINAL
Our journey began with one resourceful dad’s use of vacuum suction to fashion ponytails for his daughters. His engineer friend’s observation that the same method made his own daughter’s hair feel softer. The addition of heat by his sister, to combat her personal hair challenges... and RevAir was born.
BRAND STORY The story is the foundation of our brand. Not only does it give a general understanding of who we are, but also helps to set the groundwork for showcasing what the unique positioning and selling points are of RevAir. REVAIR // Brand Guidelines
48 The Difference [positioning statement + tagline]
RevAir is changing the lives of women from all walks of life and ethnicities... in ways we never imagined. For the first time ever, women have an option that gives them the power and flexibility to style their hair in a healthy, natural way, without high heat or chemicals, and in a fraction of the time it takes with traditional methods.
POSITIONING The positioning statement defines what makes a company unique within its industry. It is used primarily for internal purposes to understand the brand â&#x20AC;&#x2DC;nicheâ&#x20AC;&#x2122; or position. Primarily kept for internal use, It is the foundation for all additional messaging and materials. The position answers three questions: Who are we targeting? What does the company offer/problem they solve? How does the company offer a unique vantage over competitors? In shot, what foot is leading and why is that footing unique?
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PRIMARY:
BLOW YOUR MIND NOT YOUR HAIR
SECONDARY:
The Worldâ&#x20AC;&#x2122;s First and Only Reverse-Air Dryer.
TAGLINE A tagline is intended as a not to what the brand offers, who the company is or the company essence. It is a short, simple, direct line.
REVAIR // Brand Guidelines
50 The Difference [keywords]
HEALTHIER From a brand voice/perspective - define healthier....
FLEXIBILITY From a brand voice/perspective - define flexibility....
OPTIONS From a brand voice/perspective - define options....
NATURAL From a brand voice/perspective - define natural....
KEY TERMS When the brand is discussed, there is an emphasis on several main terms to describe it. These terms will help when communicating the brand both verbally and in writing.
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Language The voice of a brand is key to its success. Proper language is a huge component when verbally communicating a brand experience.
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VOICE The voice of RevAir is bold, fun, and sophisticated. Ultimately, RevAir is approachable, friendly, and appeals to a wide audience. The brand key terms and statements are a great place to pull language and messaging from. Words like healthier, options, flexibility, and natural all resonate with the RevAir brand voice.
REVAIR // Brand Guidelines
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MOOD + INSPIRATION: BOLD, SOPHISTICATED + APPROACHABLE The RevAir brand finds much inspiration from the fashion, tech, and beauty industries. Sleek textures, bold artistry, and innovative design play an essential role in adding visual interest. The goal, however, is to crate a balance between design and functionality that will carry the brand essence.
Mood + Inspiration The tone + style of the brand is woven throughout all advertising, promotional, and brand-related material. These visual reference offer insight into the mood of the company and how the market will perceive RevAir.
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REVAIR // Brand Guidelines
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STYLE The photography closely follows the brand inspiration to communicate the company messaging. Images inspire style, product, and lifestyle, all while visually telling a story that the viewer can easily relate to and connect with. Images should feature a diverse cross-section of the RevAir customer base while featuring natural, realistic, and â&#x20AC;&#x2DC;everydayâ&#x20AC;&#x2122; people. Model selection should be reflective of the RevAir customer and avoid typical hair models and beauty norms that often suggest an unattainable look.
Photography Photography helps tell our brand story, bringing all ideas and tones together to evoke an emotion and connection to the consumer. The style of photography, photo selection, and consistency of imagery is important for brand standards.
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REVAIR // Brand Guidelines
58 photography [lifestyle]
LIFESTYLE Lifestyle photography shows women engaging in everyday life with RevAir products. These images should remain simple, not overly busy, as to distract from the products. Not all images utilize vibrancy but suggest life and brightness.
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REVAIR // Brand Guidelines
60 photography [product]
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PRODUCT Brand product photography is intended to be bold, bright, and visually interesting to the consumer. White backgrounds are highly encouraged to create the ultimate contrast for the product. These images should show the product in the best light, whether it is in use or styled. Shadows offer dimension, but should remain soft. When used, background colors should be thoughtfully considered. REVAIR // Brand Guidelines
BLOW YOUR MIND NOT YOUR HAIR
myrevair.com