BRAND GUIDELINE 2020
S K I N P L U S M E D S PA
S K I N P L U S M E D S PA
Contents
Logo Usage P.7
Color Usage P.15
Typography P.17
01 02
Photography Style P.21
Illustration Style P.26
04 05
03
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We celebrate natural beauty and believe everyone is beautiful in their own way.
S K I N P L U S M E D S PA
About Us
At skinplus medspa, our goal is to maintain your original beauty and physique and only enhance it so that you look like the best version of yourself; and maybe 10 years younger. Skinplus medspa provides a variety of personalized services to its clientiele to enhance their look and maintain youth. Whether you are looking for low cost noninvasive procedures, solutions for pigmentation, wrinkles or acne, or even looking to enhance certain facial features or your physique, we are the place for you. Skinplus Medspa address all your skincare concerns, PLUS body, hair loss and sexual health needs. We are passionate about your satisfaction and strive to make you look as good as you feel.
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S K I N P L U S M E D S PA
Owned and operated by physicians and certiďŹ ed professionals, we are committed to cleanliness, safety, comfort, and professionalism. Skinplus Medspa will serve as a sanitary location staffed with trained doctors where you can receive exceptional cosmetic procedures. Due to a lack of regulation in Ghana, many non-medically trained individuals are performing cosmetic procedures without proper education and experience. This poses medical risks and cosmetic unpredictability - two things you don’t want from a cosmetic procedure. Skinplus Medspa guarantees credentialed physicians who have immense attention-to-detail, patience, and passion for aesthetics. Relax in our luxurious tranquil atmosphere and remain conďŹ dent in your skilled aesthetic doctor to get the job done right.
Visit Skinplus Medspa to rejuvenate your skin today.
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S K I N P L U S M E D S PA
Vision
To provide nationwide
To improve the national
To saturate the West
access to safe, quality
standard of care and
African market with
cosmetic procedures in
safety regulations in the
exceptional minimally
a tranquil environment
Ghanaian cosmetic
invasive options in a
industry
sanitary luxurious environment
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S K I N P L U S M E D S PA
Mission
Building accessible
Committed to the
luxurious medical
highest standard of
spas across Ghana for
Guaranteeing safe
cleanliness and
Prioritizing clientele
those seeking
quality cosmetic
safety of our
experience with
cosmetic or minimally
procedures from
medical spas for all
particular attention to
invasive procedures.
certified US trained
our clientele
detail to maximize
medical professionals
customer satisfaction
who are committed to enhancing your natural beauty
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0 1 LO G O U S AG E
Logo Usage
It is important that our branding remains consistent. Please obey the brand guidelines for consistent brand communication.
01
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0 1 LO G O U S AG E
Brand Logo W I T H O U T TAG L I N E
Our brand logo consist of a logomark, logotype and brand tagline. In most cases the brand logo either with or without the tagline shall be presented in all brand materials for consistency in brand communication. The logomark features the "SP" initials in a serif font. A "+" sign is included to emphasize the plus concept. The brand logo is designed to be simple, modern and uncomplicated. The nature of the elements in the main logo should not be modiďŹ ed, recreated or transformed in any way. The logo shall never be streched and
W I T H TAG L I N E
should be resized proportionately so that they are legible at all times.
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0 1 LO G O U S AG E
Logo Variation
Logo variation provide different versions of the brand logo to be used for content and marketing materials depending on the format and the space
H O R I ZO N TA L LO G OT Y P E
available. Here are the logo variations that can be used for brand application.
H O R I ZO N TA L LO G OT Y P E + B R A N D TAG L I N E
V E RT I C A L LO G OT Y P E
V E RT I C A L LO G OT Y P E
+ B R A N D TAG L I N E
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0 1 LO G O U S AG E
Logomark
Submark
The logomark is constructed by combining the "S" and "P" initials. A "+"
Submarks are supporting decorative logos, designed to further enhance
sign is included to emphasize the plus concept. The logomark acts as the
and expand upon a brand’s identity. The submark combines the
identifying mark or symbol used to represent the brand. The brandmark is
logomark with the brand name, allowing for easier brand recognition.
ideal for social media avatars, stamps, wax seals, and stickers. Submarks are ideal for ‘stamping’ on design materials as a way to add The nature of the elements in the logomark should not be changed or
additional branding to collateral that is more subtle. Submarks are
edited in any way. The logo shall never be streched and should be resized
also most ideal for social media as avatars as they work well within
proportionately so that they are legible at all times.
smaller settings. P. 1 0
0 1 LO G O U S AG E
Clearspace
Clear space is the area surrounding the logo that must be kept free of any other graphic elements. This exclusion zone indicates the closest any other graphic element can be positioned in relation to the logo. To ensure legibility and clarity, please do not scale the logo below the recommended size.
For brand logo with or without the brand tagline ,
For logomark or submark , the minimum
the minimum clearspace is determined by the
clearspace is determined by the height
height and width of the "P" from the logomark.
and width of the "P" from the logomark.
For horizontal & vertical logotype with or without the brand tagline , the
x
minimum clearspace is determined by the x-height as illustrated on the right.
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0 1 LO G O U S AG E
Minimum Size
To ensure legibility and clarity, please do not scale the logo below the recommended size. The logo shall never be streched and should be resized proportionately so that they are legible at all times.
Minimum
Minimum
Width: 30mm
Width: 35mm
Minimum
Minimum
Minimum
Minimum
Width: 16mm
Width: 5mm
Width: 12mm
Width: 16mm P. 1 2
0 1 LO G O U S AG E
Logo Color Usage
Brand Guideline
The logo can be used in light color againts dark colored background or dark color againts light colored background. Above illustrates the recommended color usage.
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0 1 LO G O U S AG E
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 unofďŹ cial 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
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0 2 C O LO R U S AG E
Color Usage
It is important that our branding remains consistent. Please obey the brand guidelines for consistent brand communication.
02
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0 2 C O LO R U S AG E
Brand Colors
DA R K G R E E N
OLIVE
B RO W N
SAND
GREY
CREAM
B L AC K
HEX 1F3D33
HEX 687A62
HEX 966241
HEX C5AD8D
HEX 74706D
HEX EFEDE8
HEX 231F20
CMYK 81 52 71 55
CMYK 60 38 64 16
CMYK 33 61 78 20
CMYK 24 30 47 0
CMYK 55 49 50 15
CMYK 5 4 7 0
CMYK 0 0 0 100
RGB 31 61 51
RGB 104 122 98
RGB 150 98 65
RGB 197 173 141
RGB 116 112 109
RGB 239 237 232
RGB 35 31 32
Our brand colors are dark green, olive, brown, sand, grey, cream & black.
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0 3 T Y P O G R A P H Y U S AG E
Typography Usage It is important that our branding remains consistent. Please obey the brand guidelines for consistent brand communication.
03
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0 3 T Y P O G R A P H Y U S AG E
Primary Typeface
Typography plays a large role in our brand identity. Lora is the chosen primary font for the brand. The sans serif typeface is used for Headers, titles and smaller exerts of text that require further emphasis. We use the font in only 2 weight: Regular & Italic.
Lora Regular Lora Italic
ABCDEFGHIJKLMNOP QRSTUV W X YZ áâàäãåabcdefg hijklm nopqrstuv wxyz 1234567890 !@#$%^&*()+
ABCD https://fonts.google.com/specimen/Lora
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0 3 T Y P O G R A P H Y U S AG E
Secondary Typeface
Lato is the secondary typeface, we use the font in 3 weights: Light, Regular& Bold. Lato is used for body copy and larger paragraph of text. Within brand materials, Lato should appear smaller in scale in relation to Lora.
Lato Light Lato Regular Lato Bold
ABCDEFGHIJKLMNOP QRSTUVWXYZ áâàäãåabcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*()+
ABCD https://fonts.google.com/specimen/Lato
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0 3 T Y P O G R A P H Y U S AG E
Typographic Hierarchy
Heading with Lora Regular Lato regular is used for body copy. Lato light
Typographic hierarch is a system for organizing
can also be used when a slightly more delicate
type that establishes an order of importance. This
weight is needed. Lato Bold can be used to
allows for clarity, consistency and a legible
highlight or emphasize certain area of text.
hierarchy for all communications.
The heading above is Lora Regular.
“Lora Italic can be used for pull quotes.� SUBHEADING TEXT B U T T O N S I N L AT O R E G U L A R
Heading with Lora Regular Lato regular is used for body copy. Lato light can also be used when a slightly more delicate weight is needed. The heading above is Lora Regular. The subheading is Lato Regular. P. 2 0
0 4 P H OTO G R A P H Y S T Y L E
Photography Style modern The imagery direction should portray our tone of voice accurately.
minimal elegant confident quality
04
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0 4 P H OTO G R A P H Y S T Y L E
Photography Style
modern minimal elegant confident quality
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modern minimal elegant confident
0 4 P H OTO G R A P H Y S T Y L E
Photography Style
quality
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0 4 P H OTO G R A P H Y S T Y L E
Photography Style
modern minimal elegant confident quality
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0 4 P H OTO G R A P H Y S T Y L E
Photography Style
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0 5 I L L U S T R AT I O N S T Y L E
Illustration Style Our illustration style are minimal & modern.
05
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0 5 I L L U S T R AT I O N S T Y L E
Illustration Style
modern minimal elegant
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0 5 I L L U S T R AT I O N S T Y L E
Brand Pattern
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0 5 I L L U S T R AT I O N S T Y L E
Brand Illustration
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BRAND GUIDELINE 2020 S K I N P L U S M E D S PA