B asic Gra phics S t anda rds Ma nua l
COPYRIGHT Š 2016 By Yassely Oliva All rights reserved. No part of this book may be reproduced in any form or by any means without permission from the publisher.
IN TR O D UCTI ON
04 INTRODUCTION 07 BRAND POSITIONING 0 8 TA R G E T A U D I E N C E 0 9 B R A N D AT T R I B U T E S
SIG N ATUR E
1 0 S I G N AT U R E E L E M E N T S 1 2 S I G N AT U R E TA G L I N E 14 INCORRECT USE 1 7 I D E N T I T Y C L E A R S PA C E 19 MINIMUM SIZE
TYPO G R A PH Y & C OL OR
26 TYPOGRAPHY 2 8 C O L O R VA R I AT I O N S 3 1 C O L O R PA L E T T E
A PPL ICATIO NS
3 2 P O S T E R VA R I AT I O N S 36 MAGAZINE DESIGN 3 8 PA C K A G I N G D E S I G N 4 0 SECONDARY GRAPHICS
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by who. Formulating products without water leaves products naked, which not only reduces packaging, but also preservatives. 04
INTRODUCTION
We buy ingredients only from companies that do not conduct or commission tests on animals. Fighting Animal Testing has always been at the core of what we believe in. As a cosmetics company we care deeply about both the quality of products and the safety of our customers. Cosmetic companies are responsible for providing safety assurances in whatever manner they deem appropriate. This is done without any animal testing by relying on roughly 20,000 established cosmetic ingredients that have been evaluated for their safety, and through the use of a growing number of proven, non-animal test methods. All of the synthetics used started as vegetable oils, had a long history of safe use, and are the best, and most effective ingredients to use.
In 1995 Lush founders Mark Constantine, Liz Weir, Mo Constantine, Helen Ambrosen, Rowena Bird and Paul Greaves decided to start their own business selling natural skin, hair, body, and beauty care products. Made in small batches, and by hand, to ensure that everything is delivered to your local shop or front door as fresh as possible using little or no preservative or packaging, using only vegetarian ingredients. You may be purchasing products that were made only days, or even hours before arriving at the store. Every Lush product is 100% Vegetarian and 81% are Vegan. By inventing our own products and fragrances we are able to tell you when they were made and
Rather than spending money on packaging, we prefer to buy the best quality ingredients so that you get the best value for your money, packaging is made from recycled plastic. We visit our suppliers and growers in person. That way we can build relationships, make sure they’re getting a fair deal and to help the local community by giving something back to them.
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BRAND POSITIONING
At Lush we aim to be different. What sets us apart? “From our very humble beginnings at Lush, our founders have been conscious of how our products and business practices interact with the environment. And in doing so we’ve used creative and innovative solutions to make a positive impact on the planet instead.” We have been using products that are not tested on animals, we use recycled materials as well as keep our products unpackaged to be environmentally friendly, we only buy our products from people who use fair salaries for their employees and
have the freshest ingredients available. All of our products are handmade everyday in our Lush Kitchens. We invent all of our products that way we can give you the best quality products we can make.
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TARGET AUDIENCE Men & Women between ages 20-40 who are passionate about products that are environmentally friendly, natural, and freshly made.
ATTRIBUTES Friendly Elegant Delicate Playful
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GUARANTEED Ethical Buying 100% Vegetarian Fighting Animal Testing Naked Packaging Handmade Products
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SIGNATURE
Our wordmark is composed of custom drawn lowercase letterforms which make it approachable, friendly, and elegant. The graphic elements on this page are not to be redrawn, recreated, or modified.
Sig na t ure
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SIGNATURE WITH TAGLINE
1. Primary
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1
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2. Secondary
Sig na t ure
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Sig na t ure
INCORRECT USE
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Our wordmark should never be used over a gradient background.
Our wordmark should never combine the lavender from our color palette with a black background as explained on pages 28 and 31.
Our wordmark should never have photography inserted within.
Our wordmark should never be paired with a busy background.
Never use colors that are not specified in our color palette—see pages 28 and 31.
Our clearspace was created for a reason, respect it.
The proportions of our wordmark should never be changed.
Effects such as drop shadow should never be applied.
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Our wordmark should never be converted into a 3d model.
Gradients are never to be applied.
Our wordmark is made out of lowercase letters, never capitalize it.
Never apply our lavender color to the tagline.
Our custom drawn wordmark should never be outlined.
Never change the typeface of our tagline to a serif typeface.
Fresh Handmade Cosmetics
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Sig na t ure
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IDENTITY CLEARSPACE Clearspace is the area surrounding the signature that must be kept free of other graphic elements. As pictured in these two posters above the logo is in a space where nothing is competing against it.
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x=”s.”
x=”s.”
x=”s.”
IDENTITY CLEARSPACE The minimum required clearspace for our wordmark is defined by the height of the lowercase “s” divided in half horizontally which is displayed in the clear space as “½x.”
Sig na t ure
MINIMUM SIZE 1. Legibility will be an issue if our wordmark is reduced past 0.4199 in by 0.2014 in.
2. When our wordmark is accompanied by the tagline the minimum display size is 0.737 in by 0.4295 in.
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REVERSE Primary wordmark elements when displayed in reverse should only be used in the following way. Additional information on pages 28 and 31.
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Sig na t ure
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Visit fightinganimaltesting.com for information about animal-free testing.
Sig na t ure
REVERSE Primary wordmark without tagline when displayed in reverse should only be used in the following way. Additional information on pages 28 and 31.
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Sig na t ure
REVERSE Secondary wordmark elements when displayed in reverse should only be used in the following way. Additional information on pages 28 and 31.
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Ty p og r a p hy
TYPOGRAPHY
The sans-serif typeface we have chosen for our tagline is Avenir in the 35 Light weight to represent a modern yet simple style. Avenir was designed by Adrian Frutiger in 1988. The word Avenir means ”Future” in French. Avenir’s foundry is Linotype.
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The typeface consists of 12 weights which are 35 Light, 35 Light Oblique, 45 Book, 45 Book Oblique, 55 Roman, 55 Oblique, 65 Medium, 65 Medium Oblique, 85 Heavy, 85 Heavy Oblique, 95 Black, and 95 Black Oblique.
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Cap Height
5 x- Height
2 Baseline 1 APEX 2 VERTEX 3 STEM 4 TITLE 5
SHOULDER
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35 LIGHT
Frutiger’s goal was to reinterpret the geometric sans serif designs of the early part of the 20th century in a typeface that would portend aesthetics of the 21st century.
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Basic Gr ap h ic s S t an d ard s Man u al
COLOR VARIATIONS The inspiration for our Lush wordmark color palette came from the photograph of bubbles and how they turned into a relaxing swirl of lavender. Below are the color variations and how they should be used. 28
Color Va ria tions
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The only exception is the additional light purple that was added to the color palette which is to be applied when wordmark is used against black or a dark background making the contrast easier on the eyes.
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Only to be used for the wordmark and tagline when they are placed against black or a dark background color. Pantone: 0631 C R: 195 G: 171 B: 211 C: 22 M: 33 Y: 00 K: 00
COLOR PALETTE Why Lavender? Lavender has been known to give people feelings of both tranquility and excitement. This color is perfect for our wordmark and representation of Lush since the color lavender is used to symbolize refinement, grace, elegance and decadence.
Pantone: 272 C R: 116 G: 116 B: 193 C: 56 M: 56 Y: 00 K: 00
Pantone: Black C R: 116 G: 116 B: 193 C: 00 M: 00 Y: 00 K: 00 100
R: 255 G: 255 B: 255 C: 00 M: 00 Y: 00 K: 00
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Applica tions
FAIR TRADE
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We use our buying power to affect positive
possible alternatives for materials and sup-
change in the world. We give our love (and money) to suppliers that respect the environment, as well as the animals and people living there. We work diligently with all of our suppliers to minimize our environmental impact. We’re pretty sure we drive our suppliers crazy in our pursuit to find the best
plies available on the market. Whether it’s 100% PCR recycled cardboard or oxo-biodegradable shrink wrap, we like to keep them on their toes!
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POSTER At Lush we believe in advertising our products through word of mouth. We are confident that the great quality of our products and what we stand for are what keeps our business running. Instead of focusing completely on our products we aim to inform our viewers of the reasons why we do what we do.
Getting our ingredients fresh, taking care of the animals that contribute to those ingredients and informing people of steps we are taking to help those in need is our priority. We have been able to contribute and give back thanks to all of the support we have.
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Basic Gr ap h ic s S t an d ard s Man u al
Applica tions
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POSTER In response to the 2011 earthquake, tsunami and nuclear disaster in Japan, Lush created a brand new product range called Fun a multipurpose moldable soap, bubble bath and shampoo.
We now donate a portion of the sale of each bar to grassroots organizations working to create safe opportunities for kids to play, grow and flourish in the face of radiation risks in their home areas.
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36 Lush Times
October Edition 2016
Our Fight Against Animal Testing
Applica tions
MAGAZINE Our magazine is a catalog that talks about the products we have during that particular season and have articles on things happening around the world that need our attention.
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November Edition 2016
Fair Trade
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Basic Gr ap h ic s S t an d ard s Man u al
Secondary Graphics
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PACKAGING Our pots and bottles are made from bpa-free, 100% post-consumer recycled (pcr) plastic. We only package liquid and cream substances, everything else is out on display and will not be packaged until the item is purchased to avoid putting any unnecessary packaging out in the world.
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SHIPPING
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When it comes to orders made online we send our products in a 100% recycled material made box. Our cutomers continue to support our naked packaging. In doing so we can avoid packaging all of the items ordered individually and in return the customers is left with a reusable container.
Secondary Graphics
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MADE BY STICKER Each Lush product is lovingly made by hand. The face sticker tells you when it was freshly made and who the talented person is who made it for you (yes, those face stickers are real people). We have to admit, our mums are pretty proud of what we’ve been up to. Every sticker is circular shaped with half of the background
being our primary lavender color and half white with the photograph of the person who made it using the typeface Avenir in 35 Light and 95 Black.
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STORE DESIGN All of our Lush stores must display living wall art which helps the environment by using the energy of sunlight, plants can convert carbon dioxide and water into carbohydrates and oxygen in a process called photosynthesis. 42
Secondary Graphics
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Secondary Graphics
INDOOR DISPLAY
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Creating Naked and packaging-free products at Lush is at the core of our philosophy. We’d rather put our efforts into what goes inside of our products instead of packaging. We use as little packaging in our Lush shops as possible, and give you the choice to go completely naked.
When we say “naked” we are referring to our products that you can buy with absolutely no packaging at all— like our Bath Bombs, bubble bars, massage bars, body butters, and solid shampoo bars.
SIGNAGE Keep our product signage simple and straightforward for viewers.
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4 5 1 2 3 4 5
Name of Product Description Price Per Ounce Lush Wordmark Category of Product
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LUSH KITCHEN Our Lush kitchens are where the magic is made. We keep our facility covered in living wall gardens, with solar powered technology to keep us running. Inside our facilities you will find different handmade stations. We employ all possible methods of energy optimization and efficiency retrofits within our manufacturing facilities, distribution centers
and in our stores. Our electricity used in manufacturing is matched with renewable energy from wind and low impact hydro put into the grid, through Bullfrog Power. By selling our products directly to you with no packaging, we avoid using incredible amounts of water.
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CORPORATE OFFICE In efforts to continue to help our environment we encourage our employees to ride their bike to work.
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UNIFORM Our store uniform focuses on an earth toned apron with black jeans, light denim button up long sleeve during fall and winter seasons and short sleeve denim button up during spring and summer. Our Kitchen uniforms consist of a black chef’s jacket and black dress pants. 100% recycled material bags are available for sale.
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STATIONERY
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Our stationery kit consists of our Lush wordmark placed at the bottom left corner of the letterhead, business card, envelope, and notebook which are all made out of 100% recycled materials using our primary color.
Secondary Graphics
WEBSITE Visit lushusa.com for more information on Lush Cosmetics and to look through our catalog goodies.
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DESIGN Yassely Oliva TYPEFACES USED Avenir PAPER Epson and Moab PRINTER Epson Artisan 1430 PRINTING AND BINDING Yassely Oliva COURSE Branding Principles INSTRUCTOR Dean Wilcox
lushusa.com