ORIGINS BRAND VISUAL GUIDE
O R I G I N S
O R I G I
O R I G I N S
O R I G I
2X
O R I G I N S X
CONTENTS OUR STORY 1.01
OUR HISTORY
1.02 WHAT WE BELIEVE 1.03 ORIGAMI 1.04 OTHER TREES
A NEW LOOK 2.01
NEW ORIGINS
2.02 TRADEMARK 2.03 CLEAR SPACE 2.04 UNACCEPTABLE USAGES
COLOR 3.01
COLOR CODES
3.02 COLORED BACKGROUNDS 3.03 PHOTOGRAPHY BACKGROUNDS 3.04 VARIATIONS OF ORIGINS 3.05 UNACCEPTABLE USAGES
SUPPORT SYSTEM 4.01
OUR WORD
4.02 SECONDARY GRAPHIC 4.03 TYPOGRAPHY 4.04 PHOTOGRAPHY
APPLICATIONS 5.01 STATIONERY SYSTEM 5.02 OUR WEBSITE & APP 5.03 APPLICATIONS 5.04 GUIDE GRID
ORIGINS
BRAND VISUAL GUIDE
OUR STORY
OUR STORY 1.00
1.01
OUR HISTORY ROOTS AND RESEARCH MAKE A GREAT COMBINATION
Origins is one of the original brands of the Estee Lauder Companies and was established by Leonard Lauder, the son of Estee Lauder. Estee Lauder’s granddaughter, Jane Lauder, stayed true to her roots and took on her role in the family business in 2010. She is currently the Global President and General Manager of Origins and Origami and supports the various philanthropic advocacies of the company. Another powerful lady who has been working hard for more than 19 years in maintaining Origins’ vision of producing clinically proven natural ingredients is Dr. Lieve DeClercq, a molecular biologist and plant physiologist who heads more than 100 scientists of the Origins Global Plant Medicine Team. Dr. DeClercq works behind the scenes with institutions and universities across the globe in researching plant safety and efficacy to make Origins products. State-of-the-art technology employed by Origins’ laboratories brings about more discoveries about plants which have been used in ancient and modern times for various medicinal treatments. The two trees in the company’s logo are said to represent not only the power of nature and the proof of science, but it also stands for respect of the past unified with a vision of the future. Origins knows well that roots and research do make a great combination!
ORIGINS
BRAND VISUAL GUIDE
OUR STORY
COMMITMENT TO NATURE AND HUMANITY
Ever since Origins launched its products it has kept its mission to stay committed to nature by using only organic ingredients, high quality potent plants, and 100% natural oils, which are manufactured free of parabens, phthalates, mineral oil, petrolatum, DEA, PABA, propylene glycol, paraffin and animal ingredients. The company also has exhaustively kept their promise to protect the Earth and its resources by its utilization of earth and animal friendly approaches to manufacturing. Aside from producing quality cosmetics and receiving the first 95% organic USDA Certification Seal for its organic skincare line back in 2007, Origins also gives back to humanity by donating hundreds of thousands of dollars to the Breast Cancer Research Foundation. The Return to Origins Recycling Program also contributes to keeping the environment clean and safe by allowing customers to bring in used cosmetics packaging, regardless of brand, to Origins stores and counters for recycling purposes. Origins also partnered with American Forests Global Releaf and local organizations for their Plant A Tree project and to date has planted 153,000 trees all over the world.
OUR HISTORY
1.01
1.02
WHAT WE BELIEVE Our unique selling position is just one of the many elements that separates us from our competitors. Most of our audiences really care about what they use on their bodies and looking forward a healthy life as much as possible. Our new unique selling position reflects exactly what we are doing for our audiences.
ORIGINS
BRAND VISUAL GUIDE
OUR STORY
“ ALL NATURAL BODY PRODUCTS EXTRACTED FROM NATURE AND PRESENTED TO YOU. ”
WHAT WE BELIEVE
1.02
1.03
ORIGAMI Our mission at Origins is to create high performance natural body care that is powered by nature and proven by science for both men and women. We use potent plants, organic ingredients and 100% natural essential oils, however, we have gotten thousands of letters every year asking why we don’t produce products for children... We heard you. In 2012, we are proud and want to introduce you to our newest sub brand, Origami, that is especially for your baby boys and girls. Origami uses all organic ingredients and paper products as we do for Origins products to make sure your kids are taken care of by the most gentle and nice body lotions, toners, and cleansers. For further information, you can either get on origami.com or call us at 1-800-Origami. We look forward hearing from you.
ORIGINS
BRAND VISUAL GUIDE
OUR STORY
origami
o
origami
o ORIGAMI
1.03
1.04
OTHER TREES Origins has some serious competition, from brands based in the United States to organic body care brands from other countries. In order to set us apart, a unique and intriguing identity had to be developed, especially because we haven’t updated our brand identity since the 1990s. Also given the quirky and open-minded audiences that we have, the identity couldn’t be nearly as close or usual as the rest of our competition.
ORIGINS
BRAND VISUAL GUIDE
OUR STORY
OTHER TREES
1.04
ORIGINS
BRAND VISUAL GUIDE
A NEW LOOK
A NEW LOOK 2.00
2.01
NEW ORIGINS Our new logo is more fresh and clean compared with the old one we had. The mark symbolizes two leaves. As a brand founded in nature, we believe that nothing express the power of nature like leaves do. We took our old logo to a new level using two trees—representing nature and science, which are core values of the Origins brand. The typeface used has also been majorly updated, and treated in a careful manner to convey friendliness and freshness using a typeface that came out from Emigre foundry in 2010.
ORIGINS
BRAND VISUAL GUIDE
A NEW LOOK
2008
2012
O R I G I N S
O R I G I N S
O R I G
O R I G
NEW ORIGINS
2.01
O R I G I N S™
2.02
TRADEMARK As intrusive as it is, every identity needs to have a trademark on it in the market place. Note that it should be placed in the same spot as we used here in this book. Do not put a trademark above where the type sits. Don’t worry about us, we are 100% legal!
ORIGINS
BRAND VISUAL GUIDE
A NEW LOOK
TRADEMARK
2.02
2.03
CLEAR SPACE Clear space around the identity is critical. Clear space is referencing the absence of other identities, symbols, text or any other graphic element. Clear space of Origins is defined by the distance of “x,” which equals “O” of the word “Origins” in the identity. It is established that this clear space remains free of all graphics, identities and products of all brand recognition. Please remember clear space changes with the identity’s size.
ORIGINS
BRAND VISUAL GUIDE
A NEW LOOK
O R I G I N S
O R I G I N S
2X
O R I G I N S X
15 mm
CLEAR SPACE
2.03
2.04
UNACCEPTABLE USAGES To maintain the equity of the Origins, the identity or any signature material must never be altered, skewed, or redrawn in any case. Listed on the facing page are unacceptable usages of the corporate identity.
ORIGINS
BRAND VISUAL GUIDE
A NEW LOOK
ORIGINS Don’t use any other typeface
O R I G I N S
Don’t use other weight of typeface
O R I G I N S Don’t resize the signature elements
O R I G I N S Don’t change the direction of signature elements
O R I G I N S
Don’t stretch the signature
O R I G I N S Don’t rearrange the signature elements
O R I G I N S UNACCEPTABLE USAGES
2.04
ORIGINS
BRAND VISUAL GUIDE
COLOR
COLOR 3.00
3.01
COLOR CODES Color is a fundamental part of Origins across a wide span of applications. A spectrum of inviting green, blue, and grey as primary colors serve as the corporate colors for maximum brand recognition and communication. Both primary and secondary color palettes have been established only under circumstances where it is critical to differentiate certain levels of information. However, please do not use secondary colors on the identity in any situtation.
ORIGINS
BRAND VISUAL GUIDE
COLOR
O R I G I N S
O R I G I N
PRIMARY COLORS PMS 583 CMYK 23, 0, 100, 17 RGB 178, 187, 56
PMS 326 CMYK 87, 0, 38, 0 RGB 72, 176, 175
G I N S
PMS 445 CMYK 20, 0, 20, 65 RGB 99, 110, 102
SECONDARY COLORS PMS 1375 CMYK 0, 40, 90, 0 RGB 229, 165, 64
PMS 184 CMYK 0, 68, 41, 0 RGB 215, 117, 120
15 mm 15 mm PMS 667 CMYK 52, 49, 14, 0 RGB 132, 129, 168
COLOR CODES
3.01
3.02
COLORED BACKGROUNDS When using our identity, always pick solid or subtle textured backgrounds to show our identity nicely.
ORIGINS
BRAND VISUAL GUIDE
COLOR
N N SS
N N SS
N N SS
OOR RI IGGI INNS S
O R I G I N S
O R I G I N S
OOR RI IGGI INNS S ™ OOR RI IGGI INNS S
R I G I N S
N N SS
O
ORIGINS
OOR RI IGGI INNS S ™
O R I G I N S™
O O
O RR II G G II NN SS O
O R I G I N S
O O RR II G G II N N SS
O R I G I N S™ COLORED BACKGROUNDS
O G II N N SS O R R II G
3.02
O
3.03
PHOTOGRAPHY BACKGROUNDS When applying the Origins identity on a photography, always go for photos that can show our identity clearly. Here are some examples of photography for ideal uses.
ORIGINS
BRAND VISUAL GUIDE
COLOR
N S
OORRI IGGI INNS S
O RR II GG II NN SS O
N S
OORRI IGGI INNS S
O RR II GG II NN SS ™ O
N N SS
O
ORIGINS OOR RI IGGI INNS S
O R I G I N S
2X
O R I G I N S
R I G I N S O R I G I N S
N N SS
OOR RI IGGI INNS S ™ X
O R I G I N S™ PHOTOGRAPHY BACKGROUNDS
O R I G I N S
3.03
O
3.04
VARIATIONS OF ORIGINS It wouldn’t be suggested to have our identity effectively work in only one color. However, there are chances our identity will have to be printed in one color. There are three main ways the identity can be colored in certain situations. The most common in the system is the one displayed at right. This is due to the materials that the identity is typically printed on, as well as the given background tonal range that could effectively allow the use of our gray, green, and blue at the same time.
ORIGINS
BRAND VISUAL GUIDE
COLOR
O R I G I N S
O R I G I N S
O R I G I N S
O R I G I N
O R I G I N S
O R I G I N
O R I G I N S
O R I G I N
O R I G I N S
O R I G I N
O R I G I N S
O R I G I N
O R I G I N S
O R I G I N
2X
O R I G I N S 2X
X
2X
X
O R I G I N S O R I G I N S VARIATIONS OF ORIGINS
15 mm
X
3.04
3.05
UNACCEPTABLE USAGES To maintain the equity of the Origins, the identity or any signature material must never be altered, skewed, or redrawn in any case. Listed on the facing page are unacceptable usages of the corporate identity.
ORIGINS
BRAND VISUAL GUIDE
COLOR
™
O ROI RG I I GN ISN S
O ROI RG I I GN ISN S Don’t use busy backgrounds
O ROI RG I I GN ISN S Don’t reverse signature on white or light backgrounds
O ROI RG I I GN ISN S Don’t use backgrounds that can’t show signature nicely
O ROI RG I I GN ISN S
O ROI RG I I GN ISN S Don’t change signature colors
O ROI RG I I GN ISN S Don’t use secondery colors as one color variation
O ROI RG I I GN ISN S Don’t switch colors on signature
UNACCEPTABLE USAGES
3.05
ORIGINS
BRAND VISUAL GUIDE
SUPPORT SYSTEM
SUPPORT SYSTEM
4.00
4.01
OUR WORD Since we started Origins, we wanted all of our customers to notice how our products were made with natural ingredients, which were also proven by scientific tests. Considering how much we were concerned about our products, we promised customers that the moment they entered the Origins store, from hair to face to body, we would take care of them!
ORIGINS
BRAND VISUAL GUIDE
SUPPORT SYSTEM
“ PERFECTED BY NATURE. ”
OUR WORD
4.01
4.02
SECONDARY GRAPHIC Our patterns are basic stripes and a leaf shape when there is a card format such as gift card, member card or business card. Always make sure the proportions are correct according to the specifications in the file and book. No reproportion is accepted in any case.
ORIGINS
BRAND VISUAL GUIDE
SUPPORT SYSTEM
SECONDARY GRAPHIC
4.02
4.03
TYPOGRAPHY The new Origins brand consists of two typefaces: Mr. Eaves and Brandon Grotesque. Both typefaces come in a variety of weights and offer flexibility of use. Commitment to these typefaces will create both a consistent and strong identity for our new look; do not replace with any other typefaces in any situation.
ORIGINS
BRAND VISUAL GUIDE
SUPPORT SYSTEM
PRIMARY MR. EAVES SANS REG
10/14/420
A B C D E F G H I J K L M N O P Q R S T U V W X YZ a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 78 9 0 ! ? @ # $ % ^ & * ( ) _ + : ;
SECONDARY BRANDON CROTESQUE REGULAR
10/14/420
A B C D E F G H I J K L M N O P Q R S T U V W X YZ a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 ! ? @ # $ % ^ & * ( ) _ + : ;
BRANDON CROTESQUE MEDIUM
10/14/420
A B C D E F G H I J K L M N O P Q R S T U V W X YZ a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 ! ? @ # $ % ^ & * ( ) _ + : ;
BRANDON CROTESQUE BOLD
10/14/420
A B C D E F G H I J K L M N O P Q R S T U V W X YZ a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 ! ? @ # $ % ^ & * ( ) _ + : ;
TYPOGRAPHY
4.03
4.04
PHOTOGRAPHY All images should be treated the same way as we do in the Origins visual guide, using earthy tones with men/women or nature elements involved.
ORIGINS
BRAND VISUAL GUIDE
SUPPORT SYSTEM
PHOTOGRAPHY
4.04
ORIGINS
BRAND VISUAL GUIDE
APPLICATIONS
APPLICATIONS 5.00
5.01
STATIONERY SYSTEM
767 Fifth Avenue, 38th Floor, York,38th NY 10153, 767 FifthNew Avenue, Floor, USA New York, NY 10153, USA
Lexicon
Lexicon
2258 Howard Street,2258 SuiteHoward 100 Street, Suite 100 San Francisco CA 94105 San Francisco CA 94105
SANDRA BOCCIERI SANDRA BOCCIERI
President of Global Education Events President&Special of Global Education &Special Events P_ 1-212-572-6921 F_P_1-212-572-3786 1-212-572-6921 F_ 1-212-572-3786 767 Fifth Avenue, 38th Floor, York,38th NY 10153, 767 FifthNew Avenue, Floor, USA New York, NY 10153, USA sandraboccieri@origins.com origins.com sandraboccieri@origins.com
ORIGINS
BRAND VISUAL GUIDE
APPLICATIONS
origins.com
Eleya Johnson Design Director Lexicon 2258 Howard Street, Suite 100 San Francisco CA 94105 17 March 2012 Dear Miss Eleya I would like to welcome you as a new client. I look forward to working together on the academy project and I am sure that you will be extremely satisfied with the services my business provides. You are invited to make an appointment to vist our office at your earliest convenience. The office manager will be happy to show you around and discuss any aspect of our credit policy with you. I am enclosing several samples and an estimate for your review. Please let me know if these figures fall within your budget for the project. If you have any questions, please don’t hesitate to call. Your truly,
Violet Groetsch
767 Fifth Avenue, 38th Floor, New York, NY 10153, USA P_ 1-800-ORIGINS origins.com info@origins.com
STATIONERY SYSTEM
5.01
5.02
OUR WEBSITE& APP
Origins http://www.origins.com
O R I G I N S
Stores & Events
Customer Service
HOME
Employment
SKINCARE
Store Locator
MAKEUP
Contact Us
BATH & BODY
GREAT GIFTS
ORIGINS STORY
CONTACT
ORIGINS STORY
CONTACT
© Origins Natural Resources, Inc.
Origins http://www.origins.com
ORIGINS
BRAND VISUAL GUIDE
O R I G I N S
APPLICATIONS HOME
SKINCARE
MAKEUP
BATH & BODY
GREAT GIFTS
ORIGINS STORY Origins is one of the original brands of the Estee Lauder Companies and was established by
Stores & Events
Customer Service
Employment
Store Locator
Contact Us
© Origins Natural Resources, Inc.
Origins http://www.origins.com
O R I G I N S
HOME
SKINCARE
MAKEUP
BATH & BODY
GREAT GIFTS
ORIGINS STORY
CONTACT
ORIGINS STORY Origins is one of the original brands of the Estee Lauder Companies and was established by Leonard Lauder, the son of Estee Lauder. Estee Lauder’s granddaughter, Jane Lauder, stayed true to her roots and took on her role in the family business in 2010. She is currently the Global President and General Manager of Origins and supports the various philanthropic advocacies of the company. Another powerful lady who has been working hard for more than 19 years in maintaining Origins’ vision of producing clinically proven natural ingredients is Dr. Lieve DeClercq, a molecular biologist and plant physiologist who heads more than 100 scientists of the Origins Global Plant Medicine Team. Dr. DeClercq works behind the scenes with institutions and universities across the globe in researching plant safety and efficacy to make Origins products.
Stores & Events
Customer Service
Employment
Store Locator
OUR MISSION
OUR PURITY
PLANT A TREE
Our mission at Origins is to create high-performance natural skincare that is powered by nature and proven by science...
Origins products are formulated with natural and certified organic ingredients and 100% natural essential oils...
Origins launched the “Origins Plant-A-Tree” initiatives program to aid reforestation projects globally...
Contact Us
© Origins Natural Resources, Inc.
Origins
Origins
OUR WEBSITE& APP
5.02
5.03
APPLICATIONS This section showcases how the new Origins identity functions out in the real world. Our applications deliver key information about Origins products and services to a variety of audiences. We are ready to show the world our brand new look, from our stationery system to packaging to vehicles. The new Origins identity shows how deep the brand relates to nature and how we care about the products we provide.
ORIGINS
BRAND VISUAL GUIDE
APPLICATIONS
APPLICATIONS
5.03
ORIGINS
BRAND VISUAL GUIDE
APPLICATIONS
APPLICATIONS
5.03
PERFECTED BY NATURE
ORIGINS
BRAND VISUAL GUIDE
APPLICATIONS
PERFECTED BY NATURE
APPLICATIONS
5.03
PERFECTED BY NA
ORIGINS
BRAND VISUAL GUIDE
APPLICATIONS
ATURE
APPLICATIONS
5.03
ORIGINS
BRAND VISUAL GUIDE
APPLICATIONS
APPLICATIONS
5.03
ORIGINS
BRAND VISUAL GUIDE
APPLICATIONS
APPLICATIONS
5.03
ORIGINS
BRAND VISUAL GUIDE
APPLICATIONS
APPLICATIONS
5.03
DRA C T FIG
TO_
FROM_
TERM: Usable up to the balance to purchase goods or services only at participating Origins. Not valid for gift card purchases. Not redeemable for cash or credit, except as required by law. Not a credit or debit cards. Not reloadable by owner. The purchase, use and acceptance of this card constitutes complying with these terms. For balance and other inquires call 1-800-ORIGINS or visit ORIGINS.COM 1100100029003202 // PIN # 30255
ORIGINS
BRAND VISUAL GUIDE
APPLICATIONS
$10 GIFT CARD
$50 GIFT CARD
APPLICATIONS
5.03
ORIGINS
BRAND VISUAL GUIDE
APPLICATIONS
APPLICATIONS
5.03
DRA C T FIG
TO_
FROM_
TO_ TERM: Usable up to the balance to purchase goods or services only at participating Origins. Not valid for gift card purchases. Not redeemable for cash or credit, except as required by law. Not a credit or debit cards. Not reloadable by owner. The purchase, use and acceptance of this card constitutes complying with these terms.
ORIGINS
BRAND VISUAL GUIDE
APPLICATIONS
For balance and other inquires call 1-800-ORIGINS or visit ORIGINS.COM 1100100029003202 // PIN # 30255
TERM: Usable Origins. Not v except as requir purchase, use a
F
APPLICATIONS
5.03
ORIGINS
BRAND VISUAL GUIDE
APPLICATIONS
TO_
APPLICATIONS
5.03
TERM: Usab Origins. No except as req purchase, us
ORIGINS
BRAND VISUAL GUIDE
APPLICATIONS
PERFECTED BY NATURE
APPLICATIONS
5.03
ANNIE MOORE
ORIGINS
BRAND VISUAL GUIDE
APPLICATIONS
Orig exce purc
DRA C T FIG
TO_
$10 GIFT CARD FROM_
TERM: Usable up to the balance to purchase goods or services only at participating Origins. Not valid for gift card purchases. Not redeemable for cash or credit, except as required by law. Not a credit or debit cards. Not reloadable by owner. The purchase, use and acceptance of this card constitutes complying with these terms. For balance and other inquires call 1-800-ORIGINS $20 CARD or visitGIFT ORIGINS.COM 1100100029003202 // PIN # 30255
DRA C T FIG
TO_
FROM_ $10 GIFT CARD
$50 GIFT CARD
TERM: Usable up to the balance to purchase goods or services only at participating Origins. Not valid for gift card purchases. Not redeemable for cash or credit, except as required by law. Not a credit or debit cards. Not reloadable by owner. The purchase, use and acceptance of this card constitutes complying with these terms. For balance and other inquires call 1-800-ORIGINS or visit ORIGINS.COM
$20 GIFT CARD
$100 GIFT CARD
1100100029003202 // PIN # 30255
APPLICATIONS
5.03
ORIGINS
BRAND VISUAL GUIDE
APPLICATIONS
GRID GUIDE
5.04
COLOPHON DESIGNER_ YIHSUAN LU INSTRUCTOR_ TODD HEDGPETH COURSE_ IDENTITY 3 PHOTOGRAPHY_ STOCKVAULT & GOOGLE IMAGES BINDING_ PLOTNET & YIHSUAN LU SOFTWARE_ ADOBE CS5.5 PRINTER_ CANON PIXMA PRO9000 PAPER_ MOAB KAYENTA DOUBLE SIDED PAPER