Syntonics Brandbook 2016 by FormNation

BR AND G U I D EL I NE S

CO N T E N T S SYNTONICS

THE LOGO

LOGO USAGE

STYLE AND FEEL

TYPEFACE

COLOR PALETTE

VISUAL SYSTEM FOR PACKAGING

SYSTEM FOR TEXT

PRODUCT PHOTOGRAPHY

MODEL PHOTOGRAPHY

BRAND COLLATERAL

MATERIALITY

SYN TO N I C S Syntonics is a holistic hair care system that combines the very best from both nature and developments in science to treat hair from the inside out. It covers all of the userâ&#x20AC;&#x2122;s hair health needs, including anti-thinning and vitamin treatments. Ingredients are derived from herbal and botanical sources, and focus is on nourishing the hair with the help of intensive scientific research and technology. For the new look of the brand, we want to focus on stripping everything down to the basics. Soft color palettes, with natural beauty being the focus, while maintaining a clean, scientific approach. The brand should feel like you are browsing through a modern and refreshed version of a scientific botanical illustration book.

TH E LO G O The new logo is just a simple refresh of the old logo. The existing logo has a very classic feel to it, and for the rebrand we wanted to round it out and make it bit more modern while keeping the original look. Spacing was adjusted for a more uniform feel. In its new form the black letters combine to form more a boxed silhouette, having a bit of a high-fashion feel to it, and more in sync with current trends.

OLD LOGO

NEW LOGO

LO G O US AG E The letters in the logo should all stay the same uniform height and color. As we are trying to maintain a serious look for the brand, we donâ&#x20AC;&#x2122;t want to use the logo in any bright or crazy colors, as well as not changing the size of any of the letters. Logo should try to maintain a reasonable amount of space around it, so that it can breathe and have an impact on its own.

CORRECT LOGO, WITH UNIFORM HEIGHT

× ×

INCORRECT LOGO TREATMENT, TOO MANY COLORS

INCORRECT LOGO TREATMENT, LETTERS ARE NOT SAME SIZE

OVE R A LL ST Y L E AN D F E EL The new visual style incorporates clean, clinical text, vintage botanical illustrations, and contemporary line graphics: melding old & new, science & nature, modern & vintage. We should always strive to have a balance of both the scientific and clinical feel, along with the natural and vintage botanicals. Visuals of plants can be paired with minimal graphic icons, for example. Everything should feel light, airy, and sophisticated, and never whimsical or too silly. Information should be presented clearly. On the packaging, we will use old botanical drawings, however we should not feel limited to just using illustrations. Photography of plants can be and should be included as well in various applications.

T YP E FAC E The typeface family to be used in all accompanying packaging, collateral, and advertising is â&#x20AC;&#x153;Brownâ&#x20AC;?, in Light, Regular and Bold. It is a clear, sophisticated font that still has a bit of approachability.

Brown Light ABCDEFGHIJKLMNOPQRSTUV abcdefghijklmnopqrstuv

Brown Regular ABCDEFGHIJKLMNOPQRSTUV abcdefghijklmnopqrstuv

Brown Bold ABCDEFGHIJKLMNOPQRSTUV abcdefghijklmnopqrstuv

COLO R PA L E T TE The color palette will be composed of muted, soft colors. Colors will have both a light and a dark option. Light colors will be for the labels, combined with black text. Dark colors will be combined with white text. Variations and other colors can and will be added in the future.

5701 U

545 U

Cool Grey 3 U

5595 U

503 U

V I SUA L SYST E M FO R PAC K AG I NG The new packaging style incorporates clean, clinical text and vintage botanical illustrations. Labels will all be printed on Tyvek and using one of the colors from the established palette.

The illustrations are based on the active ingredients in the product, where it can be applicable. If we cannot find an appropriate illustration or if the label would be too similar to another product in the line, then another botanical may be used. This will be decided on a case-to-case basis. The botanical illustration will always be faded into the background. The illustrations should never interfere with too much of the text and always should feel like part of the background. Wherever possible, have at least visually 75% of the text sitting on blank background. Most of the text on the back, such as ingredients and description, should fit along one side of the bottle and not wrap around the bottle at all.

ILLUSTRATION OF GREEN TEA PLANT, AN ACTIVE INGREDIENT IN SYNTONICS

× INCORRECT TREATMENT OF GRAPHICS, THE TEXT OVERLAPS WITH TOO MUCH OF THE IMAGE

× INCORRECT TREATMENT OF TEXT, THE TEXTS WRAPS AROUND THE BOTTLE AND CANNOT BE READ IN ONE GLANCE

Adhering to the rule about text never visually wrapping around the bottle, the logoâ&#x20AC;&#x2122;s size as it appears on packaging will match the width of the text block with the product description. Follow this guideline when the product container has an unusual shape, where the simple rule of just not having the text wrap around the edge may be harder to apply. Do not have the logo too small, or too large.

× INCORRECT TREATMENT OF LOGO, THE LOGO IS WAY TOO SMALL, NOT VISIBLE, AND DOESN’T MATCH TEXT WIDTH

× INCORRECT TREATMENT OF LOGO, THE LOGO IS TOO LARGE AND DOES NOT MATCH TEXT WIDTH

The visual system will include the established color palette and each type of product in the Syntonics collection will have its own specific color, so that each type of product will be immediately distinguishable. For example, all the different shampoos in the line may feature different images depending on their active ingredients, but they will all feature a blue label to distinguish it as a shampoo. More colors can be added and assigned as the product line grows.

SHAMPOOS

CONDITIONERS

STYLING SPRAYS

TREATMENTS AND SERUMS

SYST E M FO R T E X T In most cases, such as product packaging, all text will be left aligned and in “Brown Bold”. If the layout doesn’t allow for left alignment, then everything should be right aligned instead. Never center align text. Relevant information will be seperated by a simple dash. The spacing is also determined by the height of the largest text. Product name will be the largest text, with the description appearing at 70% of the size of the largest test, and the volume and weight descriptions appearing the smallest at 60% the size of the largest text.

Grothentic速 Conditioner with Clover Extract and Vitamin E

100% 100% 70%

60%

PRO D U C T P H OTO G R AP HY Sticking with the clear, clinical approach of presenting information, we want to keep product photography this way as well. Plant botanicals, ingredents, or other relevant products to be photographed can be laid out and ordered on an empty colored background, with text descriptions cleanly overlaid and listed.

M OD E L P HOTO G R A P H Y Since the brandâ&#x20AC;&#x2122;s emphasis is on the natural ingredients, it makes sense to have all the photography reflect natural ethnic beauty as well. Different hair types, with models wearing minimal makeup and understated clothing. Focus is on the modelâ&#x20AC;&#x2122;s healthy hair and skin, with the background and styling being simple and letting the model be the center of attention.

BR A N D CO L L ATE R A L The following is just but a few examples about how the Syntonics brand should live and feel. Please use these as guides for how Syntonics can and should be translated across different media, such as stationery, website, or print ads.

1999 N. 15th Ave Melrose Park, IL 60160

Jane Doe

Sales Representative

+1 (866) 365 6290 Jane@ syntonics.com 123 Avenue road 19002, Chicago, IL

FROM THE DESK OF.

1999 N. 15th Ave Melrose Park, IL 60160

DATE.

TIME.

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M AT E R I A L I T Y The labels we use for the product bottles are made from Tyvek. It is a natural, yet manmade material, tyeing together the themes Syntonics was founded on: the blending of science and nature. Other similar materials can be considered for any other product designs that Syntonics may require, such as box packaging, or even tradeshow booths. Overall, materials should be natural and soft, however with an industrial touch, or a bit tactile, such as cork, processed papers, natural leathers, or plywood.