VENUS Cosmetics Brand Identity

Venus Cosmetics

2023 Brand Identity

Last updated 2/14/2023

INTRODUCTION

About VENUS Co.

Here at Venus Cosmetics, we aim to create makeup that makes all women shine and feel like the best version of themselves. Makeup is a powerful tool; it can make you more confident and feel unstoppable. All women deserve to find their inner Venus Woman, who has positive and confident energy to create the world she wants around herself. We use the ORB as a symbol of the source in which this power and confidence derives from. The ORB also represents the product itself. The ORB is the divine source of pure and natural materials that create our unique and sustainable product.

Core

Values

Here at Venus Cosmetics we value sustainability, elegance, purity, natural materials, beauty, positive energy, empowerment, and love. We aim to create a beautiful and peaceful workplace with positive and genuine people.

Mission Statement

Our purpose is to provide makeup that brings out the natural beauty in every woman. We are based on the idea of the Venus Woman who values elegance, art, and luxury. A Venus Woman creates a beautiful world around her and values her beauty.

The Primary logo can be used in dust blue, dark blue, and cream. The logo can be all one color or two can be used for the Cosmetics text. No rainbow effect, the Venus ORB and Cosmetics cannot be all different colors.

Primary Logo Alternate Logo

Cosmetics

The alternate logo is just as important as the primary logo and is used just as much. This variant uses the same rules as far as color, however with this logo you may change the color of the orb and it can also be two toned.

Submark & Icon

Submark (first on the right) may be used in advertising and marketing but is not a common mark to be used. Icon (second on the right) is the ORB, a very common icon for the brand. More info is in the ORB section.

When it comes to logo usage there are a few important things to note. All kinds of paper, package, digital, or anything else coming out of VENUS must have one of the logo variations on it. It is key to note that the primary and alternate logo are very interchangeable and certain materials should use one or the other, but unless listed here they are chosen on a what looks best basis.

Usage Clear Space

On any printed materials if the logo is smaller than 2 inches the default logo will be the alternate logo. On any kind of product or package the primary logo must be in use some where on the box or container. On any kind of advertising the icon or submark can’t be used to represent the brand alone but instead may be used along with the other logos.

Use one U from the logo at display size to measure out clear space around the logo.

Size & Background

Logo and type may overlap a gradient or color block while maintaining high contrast. For example look at the manual cover.

Lives no smaller than 1.5 inches in width on paper

Cosmetics

1.5 inches

Logo may be placed over dark background in creme.

COLOR

Primary Colors

Dust Blue

Secondary Colors

Light Blue

Secondary colors are used in the gradient, can be used as the fill color for the ORB, and can be used as an accent color in any graphics. Those are the only cases that the secondary color may be used in.

Cream

Dark Pink

Gradient may be used only in a circle shape or inside of the ORB. Never make your own gradient, use the gradient from the shared file.

Typography

KC Durty West

Organic lines and round points this typeface is an ode to the natural and fluid aspects of the brand. This typeface is free to download at Kern Club, don’t download unless needed as the only word allowed in this font is VENUS.

Century Gothic

Pro Bold

Clean sanserif typeface with perfect curves and circles. Its sharp edges contrast while complimenting the natural nature of the logo type. Giving a professional and trustworthy vibe. Century Gothic Bold gives strength and power to our words.

Century Gothic Pro Regular

Century Gothic Regular is delicate and poised while working at small and large sizes. VENUS or Venus in body or headers may be in this font as well. Bold and Regular should be the only variants used. We do not use italic variants.

Basics

Logo typefaCe

KC Durty West

Only the word “Venus” may wear this typeface, primarily will only be used in the logo.

Header Century Gothic Bold

Body Copy

Body copy should always be in Century Gothic Regular, in some exceptions, for example, over dark color blocks it may be in bold. Body Copy should be in slim columns not exceeding one and a quarter alphabets worth of text. If the copy does not fit you can add another column of text. Do not allow hyphens in any copy. Columns may be slimmer than one alphabet but do not allow less than half of an alphabet in length. For example...

Over a dark blue color block text may be in Regular if large enough.

Over a cream color block in dark blue it may be in Regular as well.

Over a dust blue color block it must be in bold to be allowed.

ABCDEFGHIJKLMNOPQRSTUVWXYZABCDEF

Sub header Century Gothic Regular

Important Layout and Text Rules to Know

All text must be left aligned. We never allow center or right alignment.

We do not indent paragraphs, instead we allow body text to bump over as a whole and have a small gap between paragraphs.

In documents or informational materials standard grammar is applied, however on packages, ads, or for other short copy, (as shown in examples on page 21) we allow the use of all lower case or all caps. All caps for any names of products or brand name. All lowers for small notes and on packaging.

As instructed in the Color section we do not use black, we only use our dark blue. This includes for body copy in any document.

All layout design should lean away from clutter and towards white space. Prioritize clean minimal layouts.

General type size guide; Headers should be between 72pt and 30 pt.

Sub-headers should be between 30pt and 18pt.

Highlighted quotes or blurbs may be in the range of 18pt.

Body copy should be between 10pt and 14pt.

If in doubt about any rules reach out to your VP Marketing for guidance.

ORB

About the ORB

The ORB, an iconic and angelic symbol for Venus Cosmetics. It represents the brand for all it encompass purity, reflective, smooth, natural, beautiful. The ORB is not a bubble, it is not a droplet, it is not a pearl, but it is all of the above. The ORB is not made of stone, it is not made of water, it is not made of glass, it is not made of air, but it is all of the above. It is the source of the power of a Venus Woman, it is the source of beauty, it is the source from which our natural, pure product is derived from. It is everything for everyone.

The ORB may be any color in the Venus Cosmetics color scheme. Reference Color section for colors and codes. The ORB also may be our beautiful gradient on your right. The gradient ORB only may have a gradient fill, not outline. For all other colors it may have a fill or outline. The ORB gradient should have the ORB details in cream.

The ORB is also an icon for the Venus brand. When used as an Icon follow the same logo rules. Do not crowd the ORB. Unless used as a watermark the ORB should be visible when it is representing the brand though it should not live alone on ads with out the primary or alternate logo.

VOICE

Brand Voice

Communication is an important aspect of our brand. It is important that we keep our values and mission statement in mind when writing any copy for the brand. This includes packages advertising, social media posts, and web content. Here are a few key tips to keep a consistent, on brand voice.

We keep it short and sweet. Never over explain remember we prioritize minimal and simple layouts, so we never need “filler text”.

We speak to the point. You may notice in the print and digital ad examples we keep sentences short, easy, and quick. Be to the point.

We empower women. One of the main values to remember in the voice is that we are empowering. From writing copy for a package to a social media post we always use positive words, as well as try to incorporate some encouraging or confidence boosting copy.

DON’T DO

Logo Don’ts

Don’t move the Orb

Don’t change logo type to Century Gothic

VENUS VENUS

Don’t shrink or move “Cosmetics”

Cosmetics

Don’t use secondary colors or gradient

DO

Logo Do’s

Cosmetics

Cosmetics

Cosmetics Cosmetics

PRINT

Print Application

Examples of how you can apply the brand to printed materials.

Take note of how the logo, brackets, gradient, primary colors, secondary colors, type, and layout can be used in print.

DIGITAL

Digital Application

Examples of how you can apply the brand to digital ads.

Take note of how the logo placement, use of color, use of images, and the simple layouts prioritize “white space” or dark blue space.

PACKAGING

Take Note

Note how the dust blue color block holds info on what the product is

Note the consistent product name, logo, and description layout on all packages

Note how shades always are found in the ORB shape

Note the emphasis on cruelty free and vegan product in recyclable sustainable packaging

STATIONERY

Business Card & Letterhead