Brand Guideline September 2020
arimaroo
Brand Story Every Sunday morning growing up in South Korea, my grandmother would take my hand and we’d walk the six blocks from our home to the Korean spa/bathhouse. Upon entering the bathhouse, you could smell the smell of hot tubs filled with herbs used in traditional Korean medicine such as artemisia (mugwort), Korean angelica, and Glycyrrhiza uralensis (Chinese liquorice). We would soak together in the hot tub, and scrub each other’s backs. My grandmother also taught me the importance of moisturizing your body and skin after every bath for soft and supple skin. On our way home we’d always stop at the local market. My grandmother would make us a homemade mask out of the ingredients we bought there, and we would do a home facial together. Going to the bathhouse every Sunday was a way for my grandmother to practice and teach me self love. Her philosophy of taking time out of a busy week for self care is something I’ve always kept with me as an adult.
I founded Arimaroo to help busy, modern women practice self love like my grandmother, and experience Korean spa/bathhouses in their home. Getting to a bathhouse, sourcing fresh ingredients to make your own products, or even getting out in nature regularly can be difficult or even impossible for women today.
But together, we can create the same experience right in your own home.
Mission
Arimaroo’s mission is to allow women to practice self care in their home using formulations inspired by the Korean spa experience and holistic ancient Korean beauty remedies.
arimaroo
Brand Philosophy
아리수
마루
In traditional Korean, Arisoo means a large body of water. Maroo means sky.
Ari+maroo (Arimaroo pronounced “A-ri-ma-ru”) together means Earth. The mission of Arimaroo is to bring the Korean spa experience to your home with products inspired by traditional Korean philosophies: holistic beauty remedies, minimalism, and harmony with nature.
arimaroo’s six promises
01
02
03
cruelty-free
minimalism
organic
We promise that no animals will be harmed during the development and production of our products
We only use ingredients that are absolutely necessary to produce the highest quality products. That means no fillers or bulking agents; only the ingredients necessary to create the best experience and results for our customers’
We believe in the power and beauty of nature from source to skin. We promise we will always try to source organic ingredients
04
05
06
vegan
clean
sustainability
We will not use animal biproducts in our products
We promise our products are clean. No phthalates, sulfates, and all other chemicals that are not good for your skin
We think about sustainability every step of the way
Logo Usage Guidelines on how our logo should be used
arimaroo
Logo Usage
Brand logo Our brand logo is comprised of a logomark and logotype. The elements are customized for the brand; therefore have been specially constructed, please do not modify, recreate or transform the logo. The logomark and logotype can be presented together or seperately as individual logos.
Logotype base font: Philosopher Regular
https://fonts.google.com/specimen/Philosopher
Brand Guideline
Logo Usage
Brand Guideline
Clear space It is important to keep our logo clear of any other graphic elements. To regulate this, clearspace
The spacing between the logomark and logotype is determined by the width of the letter “o”.
has been established around the logo. This exclusion zone indicates the closest any other graphic element can be positioned in relation to the logo. This can be easily identified by the height and width of the letter “i”. When the logomark is presented individually, the clear space can be determined by 1 /4 of the size of the logomark.
Minimum Size To ensure legibility and clarity, please do not scale the logo below the recommended size. The full logo should be no smaller than 1.5 cm wide, while the logotype should be no smaller than 1.5 cm wide with the logomark no smaller than 0.6 cm wide.
Minimum Size: 1.5 cm width
Minimum Size: 1.5 cm width
Minimum Size: 0.6 cm width
Logo Usage
Incorrect Usage 01
Do not rotate the logo
02
Do not compress or stretch the logo
03
Do not place elements within the logo clearspace
04
Do not rearrange parts or create compositions that are not provided in the guideline
05
Do not resize any part of the logo
06
Do not add unofficial elements in the logo
07
Do not use off-brand colors. Always refer to the color usage section
08
Do not add in special effects such as drop shadows or 3D effects
09
Do not use gradient
Brand Guideline
Logo Usage
Color Usage Primary Usage
For primary usage, the logo should always be used in light brown against light colored brand colors or white against an imagery background.
Brand Guideline
Logo Usage
Color Usage Secondary Usage
For secondary usage, the logo should always be used in white against dark colored brand colors or dark brown against an imagery background or light colored brand colors.
Brand Guideline
Brand Colors Our main brand colors are cream, beige, mint, light brown, blush and dark brown.
arimaroo
Brand Colours
Brand Colors
Brand Guideline
Cream
Beige
Mint
R 250 G 246 B 234 C1 M2 Y7 K0 # FAF6EA
R 234 G 229 B 217 C 7 M 7 Y 13 K 0 # EAE509
R 225 G 235 B 226 C 11 M 2 Y 11 K 0 # E1EBE2
Light Brown
Blush
Dark Brown
R 177 G 147 B 121 C 31 M 40 Y 54 K 3 # B19379
R 198 G 111 B 96 C 19 M 66 Y 61 K 3 # C66F60
R 68 G 39 B 19 C 47 M 72 Y 85 K 65 # 442713
Primary Colors
Our primary brand colors are cream & light brown.
Secondary Colors
Our secondary brand colors are beige, mint, blush and dark brown.
Typography We use a combination of 2 typefaces for our brand. The typefaces have been designed to work together to convey our brand identity, while also allowing for appropriate type hierarchy through the organisation of information.
arimaroo
Typography Usage
Brand Fonts
Brand Guideline
arimaroo is self love. Philosopher regular is used as both the
Header &
header and subheader font. Header is used
Subheader Font
for titles, and product names. Subheaders help organise information and give
Philosopher
importance to certain areas of text.
Regular
https://fonts.google.com/specimen/Philosopher
arimaroo is self love. Our body text font is minimal, modern, and
Bodycopy Font
uncomplicated. Dierent usage of font weights can also be applied to highlight information. https://fonts.google.com/specimen/Raleway
Raleway Family
Typography Usage
Brand Font Hierarchy
Brand Guideline
Lorem ipsum dolor sit amet consectetuer elit
Header
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh
Sub Header
euismod tincidunt ut.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et www.arimaroo.com
Body Text
Photography Style Our photography style is modern and clean – focusing on nature elements with traditional traces of the korean culture.
arimaroo
Photography Style
Brand Guideline
Photography Style
Brand Guideline
Photography Style
Brand Guideline
Photography Style
Brand Guideline
Product Photography Style The product photography style focuses on the natural and raw ingredients that goes into the products.
arimaroo
Product Photography Style
Brand Guideline
Product Photography Style
Brand Guideline
Product Photography Style
Brand Guideline
Brand Icons
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Brand Icons
Brand Guideline
Business Card
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Business Card
Brand Guideline
arimaroo quote goes here.
arimaroo
John Doe | Director 0123456789 hi@arimaroo.com
a self love company
www.arimaroo.com
arimaroo
Thank You.