Visual Identity Guide by Tori Forrest

THAIRAPY

Visual Identity Guide

THAIRAPY

The THAIRAPY Salon Company is more than just a place to get your hair cut. It is a therapeutic space that is meant to be relaxing and inviting. Everyone has heard the saying “You’re stylist is also your therapist.” At THAIRAPY we take this concept seriously. Here is a visual identity guide for how to adequately promote the brand. This book is a quick overview of how to properly execute the visual aspects of the brand. Each section is a detailed description on how to use the logo and visual aspects of the brand.

Table of Contents Section

Page

For more information please contact:

01 Brand Attributes 01

THAIRAPY Brand Management. 1234 W. Something St. Somewhere, OK 98765

02 Logo Elements 05

Telephone: 918-123-4567 Email: thairapybrand@thairapy.com Website: thairapy.com/brand

03 Signature Configurations

04 Identity Typeface 17 05 Identity Colors 21 06 Stationary System 25 07 Product Packaging

08 Advertisement Examples

THAIRAPY

TM TM

Branding Attributes

Branding Attributes • Efficient THAIRAPY understands the necessity of timely, yet thorough, services. We hold this to be important for the satisfaction of our clients.

• Tranquil A salon is where people go to relax. The stylists at THAIRAPY make this their number one priority. THAIRAPY strives to be the top salon when it comes to customer service.

• Knowledgable The world of hair care is always evolving. At THAIRAPY have an extensive education program to ensure that our stylists are the best at their trade. They are always up-to-date on the latest styles and trends.

• Trustworthy THAIRAPY was built on the common phrase “your stylist knows more about you than your therapist.” With this in mind, we want all customers to feel comfort with their stylist and know that everything said in the salon chair stays

• Professional We believe that the key to a successful business is by treating the clients respectfully. This is achieved by maintaining a positive and professional atmosphere.

THAIRAPY

TM TM

Signature Elements

Logo Elements

Signature

Light Blue

THAIRAPY

Process Black

Our signature is the first impression of the THAIRAPY salon. For this reason, we believe the proper use of our signature elements are vital for consistancy of our brand. To correctly use the company signature, please download from thairapy.com/brand.

Signiture

THAIRAPY

Wordmark

Light Gray

Detailed color chart in Section 05: Identity Colors

THAIRAPY

Logo Elements (contâ&#x20AC;&#x2122;d)

Trademark The THAIRAPY logo is trademarked. THAIRAPY is a different form of salon, therefore it is trademarked to distinguish it from its competitors. This form of trademark is used to claim ownership of THAIRAPY goods and packaging.

THAIRAPY THAIRAPY

THAIRAPY

03 11

THAIRAPY THAIRAPY TM

Signature Configurations

Signature Configurations Logo Variations These additional symbol variations are approved to be used as needed to accommodate those using the signature. To use these approved symbols you must download from thairapy.com/brand.

THAIRAPY

Gray Scale Black Background

THAIRAPY

Two-Color Design

THAIRAPY THAIRAPY

Preferred Three Color

Horizontal Option

THAIRAPY

Three Colors Reversed Other

Three Colors Reversed

THAIRAPY

Two Color Reverse

One Color Black

Gray Scale White Background

Salon and Spa

Signature Configurations (contâ&#x20AC;&#x2122;d)

Symbol Variations These symbols are used as accents on certain products and must be used correctly. To use these approved symbols you must download from thairapy.com/brand.

Dark Gray

Light Blue

Light Gray

Dark Gray

Light Blue

Light Gray

THAIRAPY

04 17

THAIRAPY THAIRAPY TM

Identity Typeface

Identity Typeface Primary typeface for headings

Secondary typeface for sub-headings

Adobe Garamond Pro

Century Gothic

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

THAIRAPY

TM TM

Identity Colors

Identity Colors Black Used for secondary typeface for subheadings and white space for logo.

Color Chart

Dark Gray Used for two-color version of logo.

Colors

Light Gray Used for “T” and “APY”

THAIRAPY

Thairapy Colors

CMYK

RGB

Pantone

Black

C0 M0 Y0 K100

R0 G0 B0

Black

Dark Gray

C0 M0 Y0 K50

R147 G149 B152

Pantone Cool Gray 9 C

Light Gray

C0 M0 Y0 K10

R 230 G231 B232

Pantone Cool Gray 2 C

Light Blue

C31 M13 Y0 K0

R171 G200 B233

Pantone 658 C

Dark Blue

C87 M64 Y7 K0

R49 G100 B166

Pantone 5405 C

Light Blue Used for “HAIR” in logo.

Dark Blue Used for text copy.

THAIRAPY

TM TM

Stationary System

Stationary System Letterhead Variations

THAIRA P

1234 W . Somew Something St. here, O K 123 45

Yhing St. P A IR . Somet TM

A1234 W H T

mew | So

4 123 K ,O here

R I A

Y P A

TH 12

me . So W 34

S St. | g n i th

w ome

345

K 12 O , here

Stationary System (contâ&#x20AC;&#x2122;d)

AIR

AP Y

Envelope Variations De pa 123 rtme Som 4 W. nt of ew Som Bran her d e e, O thing ing K 1 St. 234 5

THAIRAPY

Department of Branding 1234 W. Something St. Somewhere, OK 12345

om Y |S . t P S TM

RoAmething I A .S

TH1234 W

2 K1 O , ere wh

Stationary System (contâ&#x20AC;&#x2122;d) TM

g ethin Som . W 34

W. So m

ething

TORI

St. | S omew

here,

OK 9

TORI FORREST Brand Manager WORK: 918-123-4567 CELL: 918-605-8214 E-MAIL: tori.forrest@thairapy.com

8765

FORR

EST

Brand Mana ge

WOR K CELL : 918-1234567 : 91860 E-MA IL: to 5-8214 ri.forr est@th air

apy.co

Bra

THA 1234

9876

7 -456 -123 14 8 1 .com 9 K: -82 irapy WOR : 918-605 rest@tha r L CEL IL: tori.fo A E-M 1234 W. Something St. | Somewhere, OK 98765

THAIRAPY

RAPY

THAIRAPY

THAI

Front

SnaTger E R OR nd Ma

F I R TO

Optional Backs

Som

Y P A IR

Business Card Variations

St. |

re, ewhe

07 33

THAIRAPY

TM TM

Product Packaging

Product Packaging THAIRAPY Styling Products The line of THAIRAPY styling products is the newest addition to the brand. The packaging was designed to stay consistant with the brand.We stayed true to the THAIRAPY classic colors and design style to present our exciting new product.

Hairspray

Styling Gel

Shampoo

Body Wash

Conditioner Styling Foam

Product Packaging (contâ&#x20AC;&#x2122;d) THAIRAPY T-shirts

Client Goody Bags

During certain promotions, THAIRAPY will also include an American Apparel complimentary THAIRAPY v-neck t-shirt in each new client goody bag. The shirts come in XS, S, M, L, XL and XXL. They come in white, blue or black.

Each new client goes home with a THAIRAPY goody bag. This bag includes free samples of all the products listed on the previous page, to ensure that the clients will get the same results with their hair at home, as they did in the salon chair.

THAIRAPY

Where your

STYLIST

is also your

THERAPIST

08 39

THAIRAPY

TM TM

Promotional Tools

Banner Ad

Half-page Magazine Ad While she does your hair... ... you’ll feel like you’re there.

Sit back, relax and enjoy the salon.

THAIRAPY

1234 W. Something St., Somewhere, OK 98765

918-123-4567

thairapy.com

Newspaper Ad

THAIRAPY

Find comfort in good hair. 1234 W. Something St., Somewhere, OK 98765

918-123-4567

thairapy.com

THAIRAPY

918-123-4567

thairapy.com

Promotional Tools (cont’d) THAIRAPY

Client Goodie Bag Each new client goes home with a THAIRAPY goody bag. This bag includes free samples of all the products listed on the previous page, to ensure that the clients will get the same results with their THAIRAPY hair at home, as they did in the salon chair. TM

During certain promotions, THAIRAPY will also include an American Apparel complimentary THAIRAPY v-neck t-shirt in each new client goody bag They come in white, blue or black.

About THAIRAPY Our salon is the perfect place for your every beauty and relaxation needs. We created our salon on the phrase “You’re stylist knows more about you than your therapist.” We characterize our salon as: efficient, tranquil, professional, knowledgable and trustworthy.

THAIRAPY

1234 W. Something St. Somewhere, OK 12345

918-123-4567

thairapy.com

THAIRAPY

Brochure

Where your STYLIST is also your THERAPIST

THAIRAPY

Haircuts and Styles Haircut and Style Haircut Kids (10 and under) Trims Shampoo and Style Special Occasion*

$30 $25 $15 $15 $20 $40

Waxing Full Facial Wax Eyebrow Chin Lip Legs

Product Line $30 $20 $15 $15 $40

*Ask about group discount for weddings

Manicures

Permanents Basic Perm Specialty Perm Chemical Relaxer

$50 $65 $55

Facial Treatments Basic Facial $25 Facial w/ Machines $30 Microdermabrasion $40 Glycolic Peel $45 Enzyme Mask $40

Artificial Nails Fill ins Remove Nails Basic Manicure Hot Oil Manicure Polish Only Fingernail Trim Nail Design

$30 $25 $10 $20 $25 $10 $10 $10 extra

Pedicures Pedicure Toe Nail Trim

$30 $10

THAIRAPY Salon has all of your favorite style products to ensure that you look as great at home as you did when you left. We carry professional products, including Paul Mitchell, Redken, Chi, Biolage, TiGi and Sexy Hair. We also carry our own line of professional salon products. Ask your stylist about the amazing new thairapy line.

Promotional Tools (contâ&#x20AC;&#x2122;d)

THAIRAPY Written by Tori Forrest

THAIRAPY Salon has built a successful salon with their relaxing atmosphere and unmatched customer service. THAIRAPY salon owners are now sharing their business secrets with you. These are the best ways to brand your business, market your business and even more innovative ways of promoting your salon. From product packaging to customer service tips, this book is the go-to source for building your successful salon.

THAIRAPY Book THAIRAPY

How to Build a Successful Salon

THAIRAPY Salon didnâ&#x20AC;&#x2122;t want to be selfish and keep all of their successful business moves to themselves. They decided to share their salon secrets and write a book on how to successfully open a hair salon. This book details everything from customer service skills to how-too skills for classic hair styles. This book details how to be the stylist you always dreamed to be. Innovative techniques and interpersonal skills are key to having a successful career behind the chair. This book details how to successfully run a salon.

Written by Tori Forrest

With the design of the book, we stayed true to the identity colors and overall theme of every THAIRAPY product and package.

THE END