Brand Guidelines ver.1.0
1.0 INTRODUCTION
The Natasha brand identity is the tangible expression of all that we stand for. It embodies what we do, how we do it and why we are a beacon of trust and support throughout the communities we serve. In a very real way, members of our communities, our partners, and our investors experience the Natasha brand through our operations, as well as through the verbal and visual messages we send. A carefully managed and well-implemented brand identity programme helps to carry our brand message to the world. These guidelines are provided to ensure the correct and consistent use of the brand identity system. By accurately implementing this brand identity system, you protect the equity of the Natasha brand and better support its repositioning.
2.0 BRAND IDENTITY
2.0 BRAND IDENTITY 2.1 Rationale
The golden face symbol presents a face of calmness and satisfaction. It portrays the core values of Natasha’s focus to its customers by combining the latest technology in skin care and professionals to provide the best in its field. The Natasha logotype is a humanistic font to depict Natasha’s people-centric policy to bring th best to its customers in their beauty products and serivces. The elegance of the colour grey also illustrates profesionalism in aspects of stringent standard and superior quality Natasha strives to achieve in the beauty industry.
Signature
2.0 BRAND IDENTITY
HORIZONTAL SIGNATURE
2.2 Horizontal & Vertical Signatures The Natasha signature has two components: the face symbol and the Natasha logotype. These two components are carefully drawn artwork and should never be redrawn or altered.
Symbol
There are two configurations of the signature. The horizontal signature is the preferred version. Use the vertical signature when there is insufficient space to use the horizontal signature.
VERTICAL SIGNATURE
Logotype
2.0 BRAND IDENTITY 2.3.1 ColoursWhite Background Corporate colours in this manual follow accordingly to the international Pantone Matching System (PMS), with the Process equivalents illustrated beneath it. SPOT
• Offset Printing
PROCESS
• TV Commercial
• Presentation Slides
SCREEN
• Online Banners
• Website
WEB
#4D4D4F
• Offset Printing
#896E4A
• Outdoor Media (Screen)
R77 G77 B79
• Laser Printing
R137 G110 B74
• Newsprint
To reinforce the vibrancy and strength of the corporate colours, it is recommended that the corporate logo should be used against a white or light background.
• Silkscreening
K85
• Outdoor Media (Print)
C40 M50 Y75 K20
• Embroidery
The colour formulas have also been developed to provide uniform colour across all media (Silkscreen, Website etc). Please follow these specs to achieve the correct colour for each application.
• Wayfinding
Pantone 425C
• Banners (Print)
Pantone 873C
• Newsprint (Spot)
Note that process colours do not always present accurate colour expression, hence it is advisable to use PMS inks for reproduction work whenever possible. This applies to both printing on coated or uncoated materials.
2.0 BRAND IDENTITY 2.3.2 Colours Black Background
This section presented the colour formulas to be adopted if the background is black.
• Wayfinding
• Embroidery
• Silkscreening
• Offset Printing
SPOT
• Outdoor Media (Print)
• Newsprint
• Laser Printing
• Offset Printing
PROCESS
• Outdoor Media (Screen)
• TV Commercial
• Presentation Slides
SCREEN • Online Banners
• Website
WEB
• Banners (Print)
White
C40 M50 Y75 K20
C0 M0 Y0 K0
R137 G110 B74
R255 G255 B255
#896E4A
#FFFFFF
• Newsprint (Spot)
Pantone 873C
2.0 BRAND IDENTITY 2.3.3 Colours Black and White on White Background
• Embroidery
• Silkscreening
• Offset Printing
SPOT
• Outdoor Media (Print)
• Newsprint
• Laser Printing
• Offset Printing
PROCESS
• Outdoor Media (Screen)
• TV Commercial
• Presentation Slides
SCREEN • Online Banners
• Website
WEB
#231F20
• Wayfinding
R35 G31 B32
• Banners (Print)
K100
• Newsprint (Spot)
Pantone Black C
2.0 BRAND IDENTITY 2.3.3 Colours Black and White on B;ack Background
• Silkscreening
• Offset Printing
SPOT
• Newsprint
• Laser Printing
• Offset Printing
PROCESS
• Outdoor Media (Screen)
• TV Commercial
• Presentation Slides
SCREEN • Online Banners
• Website
WEB
#FFFFFF
• Outdoor Media (Print)
R255 G255 B255
• Embroidery
K0
• Wayfinding • Banners (Print)
White
2.0 BRAND IDENTITY 2.4.1 Horizontal Signature with Descriptor A When a descriptor is added into the Natasha signatures, standard spacing and size of the descriptor must comply to ensure the consistency in the brand identity. The spacing and size is indicated by the amount of “x�, which is the x-height of the face symbol.
0.5x 0.2x x
Descriptor
2.0 BRAND IDENTITY 2.4.2 Horizontal Signature with Descriptor B
0.2x
x
0.4x
2.0 BRAND IDENTITY
x
2.5.1 Clear Space Horizontal Signature Similarly, the clear space is measured by the x-height of the face symbol, shown as “x� here.
x
The minimum clear space must always be 1x on all sides of the signature. When possible, increase this amount for even more visibility. The same clear space rules apply to all configurations and variations of the signature. x
When spaces are insufficient e.g. horizontal online banners etc. 0.5x of clear space applies.
0.5x
2.0 BRAND IDENTITY 2.5.2 Clear Space Vertical Signature When vertical signature is applied, the clear space is 0.5x or more if possible.
0.5x
2.0 BRAND IDENTITY 2.4.3 Clear Space Horizontal Signature with Descriptor A
x
Clear space must also be observed when a descriptor is added in to the Natasha signature.
x
2.0 BRAND IDENTITY 2.4.4 Clear Space Horizontal Signature with Descriptor B
x 0.5x
3.0 APPLICATIONS
3.0 APPLICATIONS 3.1 Namecard
Envelope
Namecard
Letterhead
3.0 APPLICATIONS 3.3 Counter
3.0 APPLICATIONS 3.3 Counter
3.0 APPLICATIONS 3.4 Signage Applicaiton 1 The signage here should be matte background with the Natasha signature well lit up.
3.0 APPLICATIONS 3.4 Signage Applicaiton 2
3.0 APPLICATIONS 3.4 Signage Applicaiton 4
3.0 APPLICATIONS 3.5 Retail Outlet
Sand Blast Sticker