Issuu

Brand Guidelines Created by Artwoll Media For Consistency & Creativity

3 Introduction 4 IdentityElements 5 Typography 6 BrandColors 7 Photography 8 Stationery 10 BrandApplication 11 Contact NavigationPage

INTRODUCTION TO OUR BRAND

WelcometoTheInstituteofAesthetics&Spa'sBrandBook. Thisdocumentprovidesguidelinesforeffectivelypresenting communicationsthatalignwiththehighstandardsofour brand,bothverballyandvisually.Byfollowingthesebest practices,individualsandcompaniescancreateacohesive identitythataccuratelyreflectsourbrand'svisionand values.

As a member of our community, you can expect to receive exclusive content that provides deeper insight into our brand's history, vision, and future plans. We encourage everyone associated with our brand to use this guide as a reference for maintaining a consistent and professional image.

As our brand evolves and more visual elements are defined, this Brand Book will be updated with new sections or refinements. This is a living document that will continue to serve as a valuable resource for our brand's identity and communication efforts.

Identity Elements

MainLogoFea

LogoMark Logotype/ WordMark

IntroducingTheLogo

The Institute of Aesthetics & Spa's logo symbolizes The Institute of Aesthetics & Spa and provides a consistent identification to the brand. Maintaining the integrity of The Institute of Aesthetics & Spa logo is key to building a strong identity. It must be presented in a consistent and legible manner.

Our logo originates from a silhouette face of a man and a woman representing beauty. The icon is precisely proportioned and balanced within an oval shape.

The Wordmark, The Institute Of Aesthetics & Spa, can be used in combination with the icon or both the logotype and icon may be used by themselves.

The logo mark can only be used on specific websites: Facebook, Instagram, Twitter or any other social media sites no other usage is allowed.

Logo

LogoVariations

SecondaryLogo Submark StandardLogo

The standard logo should be used for 3 main purposes:

On in-house printed artwork.

To close a piece (i.e. back of a datasheet or brochure). For on property signage.

The Secondary logo should be used when there is limited height to put in standard logo for the TIAS brand communications.

The sub-mark logo is used when the design must be resized to extremely small formats or to help communicate your brand quickly.

ClearSpace

Clear space is the area surrounding our logo that must be kept free of any text or graphic elements. By leaving space around the logo, we make sure it stands out in all of our communications. The minimum clear space is 50% of the height of the entire logo. Our logo must be sized large enough to be easily read on every application.

THE MINIMUM SIZE

It is sometimes necessary to increase and decrease the logo depending on the print area. Always keep in proportion. Always ensure the text is legible.

5 0 % O F X 50%OFX 50%OFX 5 0 % O F X

1 C M

AcceptableBackgrounds

The most effective background colour is white as it gives a clear contrast for the logo's colour and elements. if the logo were to be positioned on a green, brown or lemon background colour, the legibility of the wordmark (The Institute of Aesthetics & Spa) and some parts of the logomark would be lost.

In order to achieve flexibility we can use our logo on backgrounds that do not distract from or compete with our logo i.e. when placing the logo on an image, colour or pattern, it is essential that there is enough contrast between our logo and the background.

Top

Here we have our original logo which is used on white or very light backgrounds.

Center

Our logo is equally effective on a black background while maintaining its original design and impact designed for white or light backgrounds.

Bottom Our logo is equally effective and and legible on a pale shade of blue-grey or light background.

UnacceptableUsage

The logo may never be altered in any way. Use only the digital artwork provided by The Institute of Aesthetics & Spa. Never redraw or modify the symbol in any way or rearrange the relationship between the icon & logotype. Always use TIAS Brand logo in its complete form. Never use a partial image or pieces

The conditions under which the TIAS Logo may not be used are as follows:

a) Do not change the colour of the logomark. Changing the colour of the logomark can impact brand identity and customer trustworthiness.

d) Do not crop the logo.

g)Donotplacethe logoinaholding shape.

b) Do not change the typeface of the wordmark. Typography becomes symbolic and a recognised element of a brand so changing it may have destructive consequences.

c) Do not tilt the logo. Tilting logos can create an informal and unprofessional view which does not accurately reflect brand identity.

e) Do not apply any effects

h) Do not add elements

f) Do not use the logo directly over a busy image.

THEINSTITUTEOF AESTHETICS & SPA APARTNERSHPNDSCOVERY&EXCELENCE

Tagline

BRAND TAGLINE

APartnershipinDiscovery&Excellence

The brand tagline utilizes a short phrase to drive the brand's messaging position home. The brand tagline may be used in the headline portion of print or digital creative space.

When not using the tagline as the headline, it can appear in combination with the logo. Only one typefaces is allowed in the tagline - Amazone

Logo + tagline = standard logo

BrandVoice

TONE

Our brand's tone should exude simple, calmness, elegance, and luxury. Our goal is to create an atmosphere that makes our guests feel like they are indulging in a luxurious and relaxing retreat.

LANGUAGE

Allmaterialsrelatedtoourbrand mustbewritteninaprofessional andrefinedmanner.Itis recommendedtousedescriptive andpoeticlanguagetohelp establishanatmosphereofluxury andrelaxation.

MUSIC

Tohelpcreateacalming environment,itisrecommended toplaysoothingbackground musicthroughoutthespa.

SIGNATURESCENT

Toenhancethecalmingandrelaxing atmosphereofthespa,werecommend usingasignaturescentsuchas lavenderorvanilla.Theuseofsuch scentscanhelpcreateasoothingand invitingambiance.

BrandUsage

USAGE

Useoflogoandotherbrandelements shouldbeconsistentacrossall materials,frombusinesscardstothe spa 'swebsite.

PROTECTION

Protect and use the brand guidelines document to monitor and regulate the brand's usage.

Use of our brand or logo without permission is strictly prohibited.

The brand guidelines should be followed for all marketing and promotional materials, including brochures, advertising, and social media posts.

MAINTENANCE

It is important to regularly review and update the brand guidelines to ensure that they are accurate and effective. Any changes to the brand identity, such as updates to the logo or colour scheme, should be communicated clearly to all employees and partners.

These are general guidelines for the Elithan brand. The brand should be consistently applied to all the materials to create a cohesive and memorable experience for the guests.

Typography

PrimaryTypeface

MINION PRO 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 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

1234567890!@#%&()+

FIGURES

GEORGIA

BOLD GEORGIA

REGULAR Georgia Pro ITALIC 0 1 2 3 4 5 6 7 8 9

PRO

GEORGIA PRO

SecondaryTypeface

poppins MEDIUM POPPINS BOLD Poppins ITALIC

poppins REGULAR

FIGURES

POPPINS THIN 0123456789

Amazone

POPPINS

TypefaceHierarchy

Onlyfourfontstylesareusedinthebrandingfor TIAS,fromfourdifferentfamilies:Minionpro, Amazone,poppins,Georgiapro.

MINION PRO

WHENTOUSE

ItisalsothefontthatwasusedandinspiredfortheTIAS

BrandIdentity.Itservesasthetypefaceforthelogoand primaryheadlinesforonlineandprintedmaterials.

AmazoneRegular

GEORGIA PRO

WHENTOUSE

Georgiaproisaversatilefontthatcanbeusedasa substituteforminionproincaseofunavailability.Itcan alsobeusedforprimaryheadlinesforonlineandprinted materials,rangingfromstationery,websitedesign, brochures,andallformsofgeneralcorrespondence.

WHENTOUSE POPPINS

Thisfontisusedasthesoletypefaceinthetagline. It canalsoserveasaheadlineorsub-headline typefacethroughoutmarketingandeditorial materials.

WHENTOUSE

Poppinsisthesoletypefaceforbodycopy, anditcanalsobeusedasanoptionfor secondaryheadlinesonprintedandonline pieces.

Brand Colors

MainColors

BrandIdentifiers/MainColors

White

HexCode #ffffff

Deepmoss green

CMYK 0%,0%,0%,0% RGB 255-255-255

HexCode #355834

CMYK 40%,0%,41%,66% RGB 53-88-52

LightMoss Green

The Institute of Aesthetics & Spa has two main colours: Deep Moss Green and Light Moss Green. These colours are a recognizable identifier for the brand. The supporting colours are complementary to the primary colours.

When used together they create the identifiers for The Institute Of Aesthetics & Spa.

HexCode #688F4E

CMYK (10%,0%,24%,18%) RGB 189-209-158

It's consistent use defines our brand and create a visual language across all our communication materials.

Supporting Colors

Darkolive green

BlueGray

HexCode #4B6A49 CMYK 29%,0%,31%,58% RGB 75-106-73 HexCode #B08525 CMYK 0%,24%,79%,31% RGB 176-133-37 HexCode #F4F1E9 CMYK

RGB 74-93-35 TheSupportingColorsprovide moreoptions,avariationoffamily, tintsandshadesofthebrand identifiers HexCode #E4E6F2 CMYK

RGB 228-230-242 HexCode #BCAC3E CMYK

RGB 188-172-62

20%,0%,62%,64%

6%,5%,0%,5%

0%,8%,67%,26%

Brass

green Golden brown

Dark

Brand Photography

GuideToUsingPhotographicImages

Our photos are designed to evoke a feeling of tranquility and luxury. They convey an atmosphere of assurance, hospitality, and beauty, inviting you to come in and unwind. Our goal is for you to feel confident that peace and relaxation await you here. We prioritize your comfort and take great care to ensure your wellness is our top priority.

An overall professional look should be carefully adhered to.