Tower 28's interactive brand style guide includes details about how to use its core elements such as the ‘W’ icon and playful color palette. The guide features a visual spectrum of how our creative assets can be used across different channels as well as case studies of different seasonal campaigns and packaging.
Tower 28 is the place where two iconic LA worlds come together. It sits at the crossroads of the Santa Monica pier and gritty Venice Beach. A meeting place for locals, Tower 28 symbolizes everything we believe in - community, healthy fun, and clean living.
At Tower 28 Beauty, we like our beauty products the way we like our beaches: clean, full of sunshine, and for everyone.
Our icon is a shorter version of our logo. Use the icon on its own only if you do not have enough room for the full logo or in cases when the Tower 28 brand has already been established. While the icon can exist without the wordmark, the wordmark should never exist without the icon.
The clean beauty brand is all about a fast, effortless lifestyle. The squiggly brand mark refers to being in motion, waves, the beach, and is reminiscent of beauty product swatches. The icon is matched with a clean, minimalistic san serif typeface to reflect the values of the brand.
Black & White LogoThe color palette of pink, juicy orange and romantic violet complements the effortless branding with a vibrant, summer feel. These colors reflect the dream customer while visualizing the perfect day in Santa Monica. The soft color choice also reflect the feelings of grace, purity, optimisim, and energy.
The brand believes Tower 28 is a place where two iconic LA worlds come together, the Santa Monica Pier and Venice Beach. Tower 28 stands as a symbol for everything the brand hopes to create: community, healthy fun, and clean living. Our logo reflects that in all ways partnered alongside a few of our icons.
The horizontal lock up is our primary logo. When the horizontal lock up does not fit the composition, use the vertical lock up.
The four icons above are additional brand design assets for products, website, graphics, etc.
Tower 28 is a beauty brand that emphasizes inclusivity and sustainability in its products. By selecting Hornbill and Avenir typefaces, the brand further showcases its commitment to these values. Hornbill, with its rounded edges and softer appearance, conveys a welcoming and approachable tone that aligns with Tower 28's inclusive message. Avenir, on the other hand, offers a sleek and modern look, reflecting the brand's commitment to sustainability and innovation. Together, these typefaces provide a cohesive and distinctive visual identity that is both legible and expressive, embodying Tower 28's vision of clean, inclusive beauty.
Primary Typeface
Hornbill is a clean and versatile typeface, perfect for display but also for reading purposes.
Secondary Typeface
Avenir Roman is a timeless, lightweight typeface that provides a creative and unique look effortlessly.
ABCDEFGHIJKLMNOPRSTUVWXYZ
abcdefghijklmnoprstuvwxyz
!@#$%^&*()_+
Avenir Roman
ABCDEFGHIJKLMNOPRSTUVWXYZ
abcdefghijklmnoprstuvwxyz
0123456789!@#$%^&*()_+
Consistency in design is crucial for building brand recognition and loyalty. To ensure brand awareness for Tower 28, it is important to follow the brand's established designs and visual identity throughout campaigns. The following are examples digital and OOH campaigns including: social media posts, billboards, and posters.
(Images from Tower 28 Facebook and Verena Michelitsch’s portfolio)
