速
BRAND MANUAL
速
BRAND MANUAL
P.O. BOX 705600 KARACHI, PAKISTAN Book design by Sobia Khan All rights reserved, No part of this book may be reproduced in any form without the written permission of the publisher. Content copyright Depilex Pvt Ltd 2012 Š
CONTENTS The Brand Our mission History About the manual The logo Complete logo Logo Breakdown Sizing and Placement Colors Subsidiary Logos Logo Dos Logo Don’ts Typography Imagery
Applications of logo Appointment Register Staff Uniforms Makeup Van Gift Voucher Brochure Print Ad Website SIgnage Compact Disc Student ID card
1 2 3
5 6 10 11 12 14 16 18 20
Stationery Business Card Letterhead Envelope
23 24 25
Contact us
41
29 30 31 32 33 34 36 37 38 39
THE BRAND
OUR MISSION Our main objective and intention is for all clients to have a truly relaxing & beautiful experience. The goal is to treat all clients and member of staff as a true friend. Our staff mingles with everyone, irrespective of whether they are the general masses, or famous celebrities. We provide every client with a level of service which leaves them feeling special every time they visit the salon. Whether it’s a party, wedding, or your creative portfolio, you’ll know you have come to the right place. At Depilex, the team of professional and highly trained staff & therapists not only provide you with perfect solutions to your requirements but also offer you an environment where you can relax as well as and unwind; our objective is to send you back fresh and rejuvenated. Core values of quality, service & value for money are reflected in a wide range of services: from nail care through to gym sessions.
Depilex’s core values of quality, service and value for money are reflected in the range of services and treatments: from nail care through to gym sessions.
THE BRAND
1
OUR HISTORY Depilex is one of the first beauty institutes of Pakistan. Founded in the 1980s by the visionary Masarrat Misbaah, Depilex has grown from just one 1 premise providing professional beauty & relaxation & also training services to 25 premises. Over the years Depilex has gained great expertise and exposure in each of their specialized service area. Hard work and consistency in standards not withstanding, 1 of the reasons for the success of Depilex has been the the fact that Masarrat is well versed in the art of makeup is also fully - trained in this field. People who have no concept of hair and make-up are running most of the salons in the country, but the Depilex staff is well trained due to the fact that Masarrat feels that skin and hair need to be handled very carefully and technically. This is one reason why along with Depilex Beauty Clinic an institute has also been running simultaneously for the past 30 years and has helped in instilling the great art of beauty therapy in aspiring beauticians.
2
THE BRAND
ABOUT THIS MANUAL This graphic standard manual is a tool to give a consistent image to Depilex. It will help people to understand it as a stable organization. The manual will guide those who create materials & communications to help communicate Depilex’s message in a very clear & consistent manner. All of these guide-lines are to be followed and applied appropriately through aspects of branding to establish a strong and power ful image for Depilex in the market.
The manual will guide those who create all materials and communications to help communicate Depilex’s message in a clear and consistent manner.
THE BRAND
3
THE LOGO
LOGO IDENTITY This is the basic form of our logo. All the proportions, colour and exact letter form, the size and spacing of the lettering are unalterable and should be dealt with care. The designer should, under each & every circumstances keep to the specifications of the logo to ensure stable & consistent branding for Depilex.
速
THE LOGO
5
LOGO BREAKDOWN Iconography The Depilex logo uses the iconography of a Lily pad because of its well known and universal symbology as having powers to rejuvenate and heal. Depilex prides itself in having these qualities and derived this shape from the shape of a Lily Pad. The shape is to be made from 3 equal quadrants of a circle and the designer must make sure that the width of the stroke is proportionately scaled in all sizes of the logo. The designer has been given liberty to use this icon as creatively as possible, exploring figure ground relationships, as long as its essence as a lily pad isnt lost.
1/3
速
6
THE LOGO
Logo Type Our logo uses typeface Philospher, which can be downloaded from the web by any designer who is designing for Depilex. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
The logo type is always to be set in 90% gray. In any logo size, x height will be taken to arrive at the width and height of the entire logo.
2.5
5.5
THE LOGO
7
Tagline The proportions, exact letter form, sizing and spacing of the lettering in the tagline are unalterable and should be dealt with care. The tagline should be one-third of the x height of the main typeface. It is to be set in 75% gray.
速 1/3
Registered Trademark The designer must always make sure that registered trademark symbol is accurately with the logo of Depilex. The registered trademark should be half of the x height.
速
8
THE LOGO
1/4
Line weight The designer must always make sure that the stroke of the line in the logo must be kept according to the original logo, along with being proportional in all sizes of the logo. The weight of the line will always be double that of the weight of type in the tagline.
THE LOGO
9
SIZE & PLACEMENT The diagram below shows the minimum distance from the logo that must be free from all other graphic elements, such as images, text and icons. It must never be compromised under any circumstances. NOTE: The designer has to keep in mind that the logo will not be placed vertically or diagonally. The width of the minimum clear space border must always equal the height of ‘x’ in the logo.
®
10
THE LOGO
COLORS The corporate color for Depilex is green. Green is famously known as the color of nature, fertility, and life. It represents the organization’s brand values of balance & and well-being. It also represents growth, learning, and harmony. For any reproductions the designer should always use the following values of each color system.
C 37 M0 Y 100 K0
R 173 G 209 B 54
Pantone Process Uncoated DS 302-1 U
C0 M0 Y0 K 75
R 99 G 100 B 102
DS 325-3 U
C0 M0 Y0 K 100
R 35 G 31 B 32
DS Process Black
THE LOGO
11
SUBSIDIARY LOGOS The Depilex logo has 2 subsidiary logos for marketing the different areas of the organization.
Institute The Depilex Institute is one of Pakistan’s largest beauty training institutes having several internationally qualified staff.
This is the logo to be used for the Depilex Institute. The tagline is to be set the exact same way as the main logo.
ÂŽ INSTITUTE
C 37 M0 Y 100 K0
12
THE LOGO
R 173 G 209 B 54
Pantone uncoated Process colors DSC 203-2 U
Health Centre The Health Center is a gym which aims to meet the balance of mental and physical wellness.
This is the logo to be used for the Depilex Health Centre. The tagline is to be set the exact same way as the main logo.
速 HEALTH CENTRE
C 37 M0 Y 100 K0
R 173 G 209 B 54
Pantone uncoated Process colors DSC 160-3 U
THE LOGO
13
LOGO DO’S The logo can only be used in the way the illustrations below mention.
® Reverse color logo can be applied without changing the color of the line and icon.
® The reversed color logo can be placed on any color background with out changing the color of line and icon.
14
THE LOGO
速 The full color logo should only be placed on a white background.
速 The logo can be used without the tagline if required.
速 The full color logo is to be placed on a rounded rectangle for example, use over photographs or the icon repeat pattern.
THE LOGO
15
LOGO DON’TS The logo should never be used in the way illustrations below mention.
®
The logo should not be enlarged unproportionately.
® The logo cannot be placed on a gradient background.
16
THE LOGO
速 The full color logo cannot be placed on any colored backgrorund.
速 Proportions of the logo should always be maintained and the symbol should not touch any sides in a space.
速 No other typeface is to be used in place of the typeface used in the logo.
BEAUTY CLINIC & INSTITUTE
THE LOGO
17
TYPOGRAPHY Franklin Gothic Book will always be used for headlines, body copy and the tagline of the logo. It is the corporate typeface of Depilex. Franklin Gothic Book Franklin Gothic Book Italic Franklin Gothic Demi Franklin Gothic Demi Franklin Gothic Demi Condensed Franklin Gothic Heavy Franklin Gothic Heavy Italic Franklin Gothic Medium Franklin Gothic Medium Italic Franklin Gothic is an extra-bold sans-serif type which can be distinguished from other sans serif typefaces. It is well known for its clarity and contrast. It has a large x-height.
18
THE LOGO
A
All caps
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Lowercase
abcdefghijklmnopqrstuvwxyz
Small caps
abcdefghijklmnopqrstuvwxyz
Numerals Punctuations Special Characters
1234567890 .;:’,?”!({[]})_~ $#@%
20pt
Franklin Gothic Book
17pt
Franklin Gothic Book
15pt
Franklin Gothic Book
13pt
Franklin Gothic Medium Italic
10pt
Franklin Gothic Book Heavy
9pt
Franklin Gothic Book Demi
8pt
Franklin Gothic Book Demi
THE LOGO
19
IMAGERY Acceptable Imagery Depilex makes use of photograps for its marketing when required. Photographs will be used in print ads, brochures, and other such media to support the brand & services being offered.
20
THE LOGO
Unacceptable Imagery Because Depilex is an organization which portrays the image of elegance, imagery such as those below will not be featured in branding.
THE LOGO
21
STATIONERY
BUSINESS CARD The illustrations below describe the size, spacing and the placing of logo with the typesetting for the business card. The information is to be typeset only in Franklin Gothic Book, in 7 pt size. The card will follow the standard size of 3.5” X 2” .
2.5
1.5
2.5
1
®
3/54, Sirajudaullah Road, Block-3, Bahadurabad, Karachi - Pakisan Tel +92.21.34858781 & 782 Fax: +92.21.3485 8783
STATIONERY
23
LETTERHEAD The illustration on the right describes the spacing and the placement of the symbol with the typesetting for the letterhead. For headline 16pt. size Franklin Gothic Medium is to be used. For body copy 10 pt. size Franklin Gothic Book is to be used. For designation, contact and address info 7pt. size Franklin Gothic Book is to be used with a value of 50% gray. The letterhead will follow the standard size of 8.5� X 11� .
24
STATIONERY
4
1.5
2
ÂŽ
Headline To, Name of Person This is a brand manual containing rules and regulations to be followed for the branding of Depilex. It is to ensure a s consitent image for depilex in the market. Please read and follow carefully the enclosed instructions. They must not be compromised under any circumstances. Sincerely Yours, Person’s name Designation Telephone 0300-1234567 Email email@email.com
3/54, Sirajudaullah Road, Block-3, Bahadurabad, Karachi - Pakisan
Tel +92.21.34858781 & 782
Fax: +92.21.3485 8783
2
STATIONERY
25
ENVELOPE The illustration below describes the size, spacing and the placement of the symbol with the typesetting for the envelope. The information is to be typeset only in 12pt.size Franklin Gothic Book. The address will always be 8pt.size Franklin Gothic Book.
速
STAMP
0.5 3
Recipients Name Postal Code Address Telephone Number
3.5
3/54, Sirajudaullah Road, Block-3, Bahadurabad, Karachi - Pakisan Tel +92.21.34858781 & 782
9.5
25
STATIONERY
3
Fax: +92.21.3485 8783
3
The logo icon is going to be used as a sticker to seal the envelope.
STATIONERY
27
APPLICATIONS OF LOGO
APPOINTMENTS REGISTER
12
2.5
The illustration below describes the size, spacing and the placement of our logo for the appointment register. The size will be standard A3.
速
APPOINTMENT REGISTER
2012
APPLICATIONS OF LOGO
29
STAFF UNIFORMS The illustration below describes the size, spacing and placement of our logo for the staff uniform pocket. The logo icon will be stitched on the staff light grey uniforms.
0.5
0.5
30
APPLICATIONS OF LOGO
MAKEUP VAN The illustration below describes the size, spacing and placement of the logo on the make - up van for Depilex as it travels the city for shoot locations. The van will be recognized by the logo on both sides of the van as well as the lily pad icon.
速
1/2
1/2
APPLICATIONS OF LOGO
31
GIFT VOUCHER The illustration below shows logo size & spacing for the gift voucher.
2
The size of the voucher will be 5.5” by 2.5”. The type will be set in Franklin Gothic Book 8pt size, 13pt size, and 15pt size.
To
®
From This card entitles you to Rs worth of Depilex’s services.
RELAX AND ENJOY!
GIFT VOUCHER 1
0.5
32
APPLICATIONS OF LOGO
BROCHURE The illustration below shows the logo size, placemennt and spacing for the brochure. The size of the brochure will be 5“ by 9”. The photograph will cover 3/4 of the area. The logo will appear on a white rounded rectangle. The headline will be set in Franklin Gothic Heavy 14pt size. The body text will be Franklin Gothic Book 11pt size.
®
6
BEAUTIFY YOURSELF AT DEPILEX! Here the focus is on you. We have carefully created our series of treatments for you by applying the principles of holistic healing for the mind, body and soul.
1 APPLICATIONS OF LOGO
33
PRINT AD The image on the right shows the sizing, placement and spacing for the magazine print ad. The logo will appear on a rounded white rectangle on the photograph. The photograph should cover more than 3/4 of the page. The line will be set in Franklin Gothic Medium 20 pt size. The address will be set in Franklin Gothic Book 10 pt size. The print ad will be standard A4 size.
34
APPLICATIONS OF LOGO
速
6
...where happy marriages begin Depilex Beauty Clinic 3/54, Sirajuldullah Road, Block 3, Bahadurabad Phone: 021-34858781
Depilex Beauty Clinic 20-C, Stadium Lane 1, Khayaban-e-Shamsher, Defence Phone: 021-35344135
Depilex beauty Clinic C-16, Block-I, near five star chaurangi, North Nazimabad Phone: 0300-2770089
Facebook members are entitled to exclusive offers.
1
APPLICATIONS OF LOGO
35
WEBSITE The image below shows the size, placement and spacing of the logo on the website.
速
ABOUT US
INSTITUTE
BEAUTY CLINIC
HEALTH CENTRE
CONTACT US
PROMOTIONS
INSTITUTE
BEAUTY CLINIC
HEALTH CENTRE
I am beautiful.
5
速
36
APPLICATIONS OF LOGO
SIGNAGE The illustrations below describe the size, spacing and placement of captions on the signage in the Depilex salon. The size of each plate will be 4.5 by 13. The caption will be embossed in Franklin Gothic Book.
MAKEUP
HAIR CARE
NAIL CARE
SKIN CARE
APPLICATIONS OF LOGO
37
COMPACT DISC The illustration below shows the logo size, placement and spacing on the CD which can be purchased at the Depilex Health Centre for exercising & workout tutorials. The CD will be recognized by the lily pad icon on the front.
38
APPLICATIONS OF LOGO
STUDENT ID CARDS The illustration below describes the size, spacing and placement of the logo on the student ID cards at the Depilex Institute. The size of the card will be 2.5” by 4”. Type will be set in Franklin Gothic Book 12pt size.
1
10
® INSTITUTE
Kulsoom Abideen 123456-12344
APPLICATIONS OF LOGO
39
SIGNAGE
CONTACT US
For further information on how to use this manual contact. Mr Abid Abideen 0332-1223446 Mr Danish Sabir 0332-1223445 Mr Abid Abideen 0332-7499456 Mr Danish Sabir 0332-6255966
CONTACT US
41