branding strategies · coherence · unity · design · customer’s devotion · trust · packaging · marketing · logo use · print · advertising · tequniques · advancement · brand loyalty · customer satisfaction · proper display · eye catching · web presence · integrity · consistency · brand adherence · simple · clean · progressive · branding strategies · · unity · design · customer’s devotion · trust · packaging · marketing · logo use · print · advertising · tequniques · advancement · brand loyalty · customer satisfaction · display · eye catching · web presence · integrity · consistency · brand adherence · simple · clean · progressive · branding strategies · coherence · unity · design · customer’s devotion · trust · packaging · marketing · logo use · print · advertising · tequniques · advancement · brand loyalty · layout· display · eye catching · web presence · integrity · consistency · adherence · simple · clean · progressive · branding strategies · coherence· design · customer’s devotion · trust · packaging · marketing · logo use · print · advertising · tequniques · advancement · brand loyalty · customer satisfaction · display · eye catching · web presence · integrity · consistency · brand adherence · simple · clean · progressive · branding strategies · coherence · unity · design · customer’s devotion · trust · packaging · marketing · logo use · print · advertising · tequniques · advancement · brand loyalty · customer satisfaction · display · web presence · integrity · consistency · brand adherence · simple · logo use · print · advertising · tequniques · advancement · brand loyalty· eye catching · web presence · integrity · consistency · brand adherence · simple · devotion · trust · packaging · integrity · consistency · brand adherence · customer’s devotion · trust · packaging · marketing · logo use · print · sales · display · eye catching · web presenc customer’s devotion · trust · packaging · branding strategies · coherence · unity · design · customer’s devotion · trust · packaging · marketing · logo use · print · advertising · tequniques · advancement · brand loyalty · customer satisfaction · proper display · eye catching · web presence · integrity · consistency · brand adherence · simple · clean · progressive · branding strategies ·· unity · design · customer’s devotion · trust · packaging · marketing · logo use · print · advertising · tequniques · advancement · brand loyalty · customer satisfaction · display · eye catching · web presence · integrity · consistency · brand adherence · simple · clean · progressive · branding strategies · coherence · unity · design · customer’s devotion · trust · packaging · marketing · logo use · print · advertising · tequniques · advancement · brand loyalty · layout· display · eye catching · web presence · integrity · consistency · adherence · simple · clean · progressive · branding strategies · coherence· design · customer’s devotion · trust · packaging · marketing · logo use · print · advertising · tequniques · advancement · brand loyalty · customer satisfaction · display · eye catching · web presence · integrity · consistency · brand adherence · simple · clean · progressive · branding strategies · coherence · unity · design · customer’s devotion · trust · packaging · marketing · logo use · print · advertising · tequniques · advancement · brand loyalty · customer satisfaction · display · web presence · integrity · consistency · brand adherence · simple · logo use · print · advertising · tequniques · advancement · brand loyalty· eye catching · web presence · integrity · consistency · brand adherence · simple · devotion · trust · packaging · integrity · consistency · brand adherence · customer’s devotion · trust · packaging · marketing · logo use · print · sales · display · eye catching · web presenc customer’s devotion · trust · packaging · branding strategies · coherence · unity · design · customer’s devotion · trust · packaging · marketing · logo use · print · advertising · tequniques · advancement · brand loyalty · customer satisfaction · proper display · eye catching · web presence · integrity · consistency · brand adherence · simple · clean · progressive · branding strategies · · unity · design · customer’s devotion · trust · packaging · marketing · logo use · print · advertising · tequniques · advancement · brand loyalty · customer satisfaction · display · eye catching · web presence · integrity · consistency · brand adherence · simple · clean · progressive · branding strategies · coherence · unity · design · customer’s devotion · trust · packaging · marketing · logo use · print · advertising · tequniques · advancement · brand loyalty · layout· display · eye
coherence
coherence
Our Philosophy:
Comptetitive Strengths:
RE:APPLY is a discount beauty retailer, commited to the resell of high-end brand name makeup products to our customers. We collaborate with professional cosmotologists to ensure cleanliness and original packaging of products before resale. We target the young, fun, fashion concious female community and supply them with not only quality products but discounted prices, making beauty affordable to all.
With over 500 stores accross the US, we plan on expanding. Our in-store services are leading in the makeup industry because of the following: · Our loyal customer base · Professional, execptionally knowledgeable sales associates commited to helping you find the exact products you need · Trained makeup and hair artists ready to make-you-over for any special even or occasion · Sales, discounts and promotions as well as free-with-purchase goodies · Annual ‘RE:APPLY on the Runway’ fashion show with special guests, stylists, photographers and rising models
CONTENTS: Look & feel -Color Pallet -Font Usage -Logo Usage -Graphics and Design Usage
Print: -Stationary & Envelopes -Business Cards -Brochure -General advertising -Online and Holiday ads
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7 7 9 11 13 15
Acceptable Imagery
17
Packaging Design
19
Products
21
Car/Van Wraps
23
Storefront
25
Website
27
Employee T-Shirts
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Look and Feel Color Pallet:
Primary Colors: Hot Pink: C0 M82 Y17 Y0 Petal Pink: C0 M82 Y0 K0 Pitch Black: C0 M0 Y0 K100
1
Secondary Colors:
(Always combine with primary colors)
Look and Feel Font and Type Usage Regular Body Type:
(Used in any regular body of type and online. It should be used as main headings in more conservative ads targeting an older and more mature audience) Regular Type/Body Type Font
Cenutry Gothic14pt Century Gothic BOLD
Century Gothic14pt Century Gothic Bold Century Gothic 12pt Century Gothic Bold 12pt
Century Gothic 36 pt Century Gothic Bold 36pt
Stylized Type
Stylized should only be used in adStylized Type: vertisments and maine headings. (Used in Advertisements and Main Heading These fonts should never be smaller than 30pt or in any colors other than black, white or signature Hot Pink. Brushed 60ptin black* Brushed 50pt
Brushed 50pt in Hott Pink* Brushed 60pt in Pink *Ideally, ‘Brushed’ should be used in more ‘edgy’ and
‘attention grabbing’ ads targeting a younger audience.
Secondary Stylized Type:
Secondary Stylized Type Stars in the Night Sky 30pt
Stars in the Night Sky 30pt in black & pink Stars in the Night Sky 30pt in Pink
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Look and Feel (continued) Logo Use
The primary logo is ideally used for all print and online purposes. The center font is a distortion of the ‘Airplanes in the Night Sky’ font and should never be changed. The shading is part of the the tradmark and should not be altered in any way. Do not distort or re-shape the lip shape for any reasons. If background is too distracting or is colored any shade of pink, use the secondary logo which has a feathered white glow to help differenciate. However, providing adequate white space surrounding logo is
AFFORDABLE BEAUTY Primary Logo & Tagline
desired to help it stand out.
Tagline: “Affordable Beauty”
Secondary Logo
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(with background)
(When used: always centered and placed directly under logo)
Look and Feel (continued)
1”
Logo Misuse 1”
Logo should never be printed smaller than 1”,
Logo should never be stretched & distorted to fill space.
The RE:APPLY logo is stand-alone and should never be combined with any RE:APPLY title in any form.
RE:APPLY RE:APPLY
*These restrictions apply in all print and online advertisments and references.
4
Look and Feel (continued)
Acceptable Graphics & Designs (Primary and Secondary pallets must be improvised)
Lip Scatter
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Stripes
Look and Feel Paint Splatters
Use splatters in more ‘edgy’ advertisements targeting a younger audience.
Use splatters minimally, only here and there to add some interest to otherwise empty space. Can be used in white.
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Letter Head Letter Head Example For RE:APPLY Font: Century Gothic
The Letter Head is 2.5” from top of page and 2” from edge of page, preceded by the primary logo.
The body type is Century Gothic 12pt, surrounded by 1” of white space from edges.
The signature lip pattern fills in the corners and its opactiy is knocked back to 40-50%.
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The letter head consists of the diagonally divided pink and black box placed at the top. The fading stripes descend below. Stripes are set to 50% opacity. The black logo is used here with a bubble effect, achieved by simply setting it’s opacity to 50%. Century Gothic is used at 21pt. for the body text. ‘Brushed’ may be used for impact depending on the letter being sent. 1” borders surround the body text and the heading begins 2.5” below top edge of paper. The letter head consists of the diagonally divided pink and black box placed at the top. The fading stripes descend below. Stripes are set to 50% opacity. The black logo is used here with a bubble effect, achieved by simply setting it’s opacity to 50%. Century Gothic is used at 21pt. for the body text. ‘Brushed’ may be used for impact depending on the letter being sent. 1” borders surround the body text and the heading begins 2.5” below top edge of paper. The letter head consists of the diagonally divided pink and black box placed at the top. The fading stripes descend below. Stripes are set to 50% opacity. The black logo is used here with a bubble effect, achieved by simply setting it’s opacity to 50%. Century Gothic is used at 21pt. for the body text. ‘Brushed’ may be used for impact depending on the letter being sent. 1” borders surround the body text and the heading begins 2.5” below top edge of paper.
Rachel Price, CO rachelauren@re:apply.com
Stationary
Return Address begins 1” from top of envelope Sending address is 3” from top of envelope
RE:APPLY Address 321 Street City, State Zip Location Address 321 Street City, State zip
Envelope is to be sealed with RE:APPLY lips sticker
Envelope interior is signature stripes on glossy paper.
8
Print (continued) Business Cards
Front
The primary business cards are simple and clean. The front contains mostly white space with the lips pattern seeping in the from the top right corner. RE:APPLY is written directly accross the center of the card, with the tagline directly under it, both centered. The back of the cards display a faded stripe pattern, with the lips coming up from the bottom left corner. Standard Size: 3� x 1.5�
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Back
RE:A
AFFORDABLE BEAUTY
Y
E APP mpty y sea LY.com our m a s namonal c and a keup ba d e su olor tren d a fre g at ppl d iers s for s from h burs hal t f th brand of ec ost.
RE:
RE:APPLY
PPL
Print (continued)
.com
Secondary Card has a die cut lip shape corner and is used for a younger audience and at special events.
re:a
pply
affo rd
able
PPLY
bea
uty
Back
RE:A
Front
Secondary Cards (Die Cut)
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Print (continued) Brochure This tri-fold brochure is the be printed on glossy paper. The layout should make use of lots of white space and the signature lips pattern as well as random makeup imagery. The brochure should contain information about the proudcts offered, in-store and online services. Always use both primary and secondary colors on the front of brochure to grab more attention. Pictured on the last page is a screenshot of the ‘BlendBox’. Screenshots may be used occasionally only if they portray an understandable description of the service being offered.
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Front
Brochure Folded Back
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Print (continued) Advertising
AFFORDABLE
BEAUTY.
Advertisements will be different according to where the ad is and who the target audience is. Be sure to research the magazine or store location where ad will be placed to get a feel for the target audience. For magazines with older subscribers, simplicity is key. A good example of a clean yet peppy ad is to the left. It advertises makeup and gives some extra information about to brand. Always ad more informaion and less imagery in ads for older audiences.
URBAN DECAY
apply
a fresh, glowing burst to your makeup bag for a fraction of the cost. Cosmotology artists, teachers, students and liscenced makeup artists colaborate to present a pristene collection of top name brand products for you. Because these products have been previously tested or removed from their original package, Re:apply can re-sell them for half or less the original cost!
re:apply.com
Print (continued) Advertising Advertisements will be different according to where the ad is and who the target audience is. Be sure to research the magazine or store location where ad will be placed to get a feel for the target audience. For magazines with older subscribers, simplicity is key. A good example of a clean yet peppy ad is to the left. It advertises makeup and gives some extra information about to brand. Always ad more informaion and less imagery in ads for
re:apply.c om
14
Print (continued) Advertising Here is an example of a side bar ad on facebook.com. These should be ‘action packed’ with imagery so that viewers are one click away from being on the website. Simply adding the tagline is enough at the bottom, with the logo implimented somewhere in the design.
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AFFORDABLE re:apply.com
Brushed 60pt
Print Christmas Ads Christmas ads should always have this same style of snow falling, and the information at the bottom in the snow. Adding a gradient and snowfall to secondary font ‘Stars in the Night Sky’ produces the christmas text for the title. Christmas ornaments should always be hanging off the name and the logo should be placed near the bottom.
Brushed 60pt in Pink
Secondary Stylized Type: Stars in the Night Sky 30pt
Stars in the Night Sky 30pt in Pink
AFFORDABLE. BEAUTIFUL. APPLY
a glowing & cozy holiday shimmer to you or a friend’s seasonal makeup look for a fraction of the cost. Cosmotology artists, teachers, students and liscenced makeup artists colaborate to present a Christmas collection of top name brand products for those moments under the mistletoe. Because these products have been previously owned or removed from their package, Re:apply can re-sell them for you to ‘re:apply’ at almost half the price.
Stars in the Night Sky 30pt with gradient & shine
re:apply.com
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Imagery These are examples of images to be used for all advertising in any place RE:APPLY is represented. High contrast images should always be clean yet flashy and attention grabbing. Elements such as the Lips Pattern and Stripes background should be implimented in a natureal, non distracting manor. xHot Pinks, black, white, and other secdonary colors must be present and no obviously diferent colors can be used (i.e.: bright green, blue, yellow...etc) Most imagery for RE:APPLY s used outside of the store (online, magazines and signage). The only images used in the store are the images of the brand-name logos we sell.
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Because the target audience is so large (ranging between 13-40 year old women) take time to consider the image choices. If the viewing crowd is younger, use imagery of younger girls in the 18-25 year old ranges. Depict either high fashion models in up-to-date clothing or a group of girls together, laughing, shopping and having fun. When the targeted audience is older woman, use the 25-40 range ages. Always use more upscale and high fashion model images.
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Packaging The main boxes used are the BlendBox, Small Square and the Skinny Box. There is a shopping bag for in-store purchases as well. Because RE:APPLY has such a wide variety of sizes from all different brands, the boxes have to be a ‘one size fits all’ to hold all different shapes and sizes of items at one time. The lids of the boxes have a window to see the products inside. The bases are pink with the signature lip pattern around the top edges. The lid must always have the logo facing foward when on.
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-The Skinny Box holds thinner items like eye liners, pencils and mascara. The lid is adjustable to hold longer items or shorter ones. -The Small Square is used for eyeshadows, small pallets and jewelry...etc...really anything too small for the BlendBox. .
Packaging -The BlendBox is used
mainly for shipping the assortment of makeup the customer
chooses online and has ‘BlendBox’ written accross the bottom window in white.
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Products & Gifts Lips Plush Pillow Below is the Plush Pillow given away with a purchase of $30 or more during promotional sales.
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Lip Necklace Pictured here is the Lip Necklace which employees should wear around the store and to be sold at register. It is alwo given away with purchases of $30 or more.
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Vehical Wraps Product Transportation Vehical
This larger vehical is for the transportation of products from store to store featuring simply the logo and tagline in Century Gothic
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Vehical Wraps Sales Representative Vehical This is the vehical of RE:APPLY’s sales representatives. A rep will recieve a wrap like this after obtaining a certain amount of personal clients to consult. It acts as a moving advertisement with the logo and tagline
.
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Storefront The exterior of our storefront is usually in a mall or large shopping center setting. The front should be comprised mainly of glass windows with a clear view to the store interior and products. The window displays are changed bi-monthly. Materials, supplies, photos and instructions are shipped to the store in preparation for each window display.
Nationwide Store Features: -The 3-D illuminated sign must always be in the ‘Brushed’ font in white lettering. -The signature Lips are divided in two for the door handles. -Interior walls are always painted signature ‘Petal Pink’ -Thick black frames should always support the windows and double swinging glass doors.
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Website
Homepage
The website will be changed regularly to update the new products we recieve daily. Because RE:APPY has no one line of a certain product we are constantly adding information and new products. The site should be changed every few months with new ads, features, promotional material and graphics. The only feature that should stay extremely consistent is the BlendBox functionality. The website should be a place where all signature patterns, designs and ads are featured. It should be a mini in-store experience for the web surfer.
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BlendBox Page Products Page
Employee T-Shirts Pictured here are three of the main t-shirts employees are required to wear. Each day of the week rotates through a different shirt to provide varioation but daily unity at the same time. The black is the most simple and professional randing to the shirts with the Lip Patterns. Employees are to wear black skinny jeans and any RE:APPLY jewelry they choose.
100% Cottonv Sizes: XS-XL
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branding strategies · coherence · unity · design · customer’s devotion · trust · packaging · marketing · logo use · print · advertising · tequniques · advancement · brand loyalty · customer satisfaction · proper display · eye catching · web presence · integrity · consistency · brand adherence · simple · clean · progressive · branding strategies · · unity · design · customer’s devotion · trust · packaging · marketing · logo use · print · advertising · tequniques · advancement · brand loyalty · customer satisfaction · display · eye catching · web presence · integrity · consistency · brand adherence · simple · clean · progressive · branding strategies · coherence · unity · design · customer’s devotion · trust · packaging · marketing · logo use · print · advertising · tequniques · advancement · brand loyalty · layout· display · eye catching · web presence · integrity · consistency · adherence · simple · clean · progressive · branding strategies · coherence· design · customer’s devotion · trust · packaging · marketing · logo use · print · advertising · tequniques · advancement · brand loyalty · customer satisfaction · display · eye catching · web presence · integrity · consistency · brand adherence · simple · clean · progressive · branding strategies · coherence · unity · design · customer’s devotion · trust · packaging · marketing · logo use · print · advertising · tequniques · advancement · brand loyalty · customer satisfaction · display · web presence · integrity · consistency · brand adherence · simple · logo use · print · advertising · tequniques · advancement · brand loyalty· eye catching · web presence · integrity · consistency · brand adherence · simple · devotion · trust · packaging · integrity · consistency · brand adherence · customer’s devotion · trust · packaging · marketing · logo use · print · sales · display · eye catching · web presenc customer’s devotion · trust · packaging · branding strategies · coherence · unity · design · customer’s devotion · trust · packaging · marketing · logo use · print · advertising · tequniques · advancement · brand loyalty · customer satisfaction · proper display · eye catching · web presence · integrity · consistency · brand adherence · simple · clean · progressive · branding strategies ·· unity · design · customer’s devotion · trust · packaging · marketing · logo use · print · advertising · tequniques · advancement · brand loyalty · customer satisfaction · display · eye catching · web presence · integrity · consistency · brand adherence · simple · clean · progressive · branding strategies · coherence · unity · design · customer’s devotion · trust · packaging · marketing · logo use · print · advertising · tequniques · advancement · brand loyalty · layout· display · eye catching · web presence · integrity · consistency · adherence · simple · clean · progressive · branding strategies · coherence· design · customer’s devotion · trust · packaging · marketing · logo use · print · advertising · tequniques · advancement · brand loyalty · customer satisfaction · display · eye catching · web presence · integrity · consistency · brand adherence · simple · clean · progressive · branding strategies · coherence · unity · design · customer’s devotion · trust · packaging · marketing · logo use · print · advertising · tequniques · advancement · brand loyalty · customer satisfaction · display · web presence · integrity · consistency · brand adherence · simple · logo use · print · advertising · tequniques · advancement · brand loyalty· eye catching · web presence · integrity · consistency · brand adherence · simple · devotion · trust · packaging · integrity · consistency · brand adherence · customer’s devotion · trust · packaging · marketing · logo use · print · sales · display · eye catching · web presenc customer’s devotion · trust · packaging · branding strategies · coherence · unity · design · customer’s devotion · trust · packaging · marketing · logo use · print · advertising · tequniques · advancement · brand loyalty · customer satisfaction · proper display · eye catching · web presence · integrity · consistency · brand RE:APPLY adherence · simple · clean · progressive · branding strategies · · unity · Rachel Price © 2011 design · customer’s devotion · trust · packaging · marketing · logo use · print · advertising · tequniques · advancement · brand loyalty · customer satisfaction · display · eye catching · web presence · integrity · consistency · brand adherence · simple · clean · progressive · branding strategies · coherence · unity · design · customer’s devotion · trust · packaging · marketing · logo use · print · advertising · tequniques · advancement · brand loyalty · layout· display · eye catch-
coherence
coherence