Brand Guidelines

Brand Identity Guidelines 2024

At Glo Skin Beauty, we believe skincare is selfcare.

We hold ourselves to the highest standards to deliver consciously clean and clinically proven products with game-changing results.

Think smart, skin-first, feel-good formulations, powered by next-generation actives, crafted to produce a real change in you and your skin.

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BRAND IDENTITY

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LOGO

12 COLOR 16 TYPE 22 PHOTOGRAPHY

BRAND IDENTITY GUIDELINES | 2024

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BRAND IDENTITY GUIDELINES | 2024

Brand Identity

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Who We Are BRAND STATEMENT

Clean + clinical skin solutions.

At Glo Skin Beauty, we believe skincare is selfcare, and that the products you use every day should make a significant difference to your health and wellbeing. We obsessively research our formulations to curate consciously clean, clinically-proven skincare and cosmetics, powered by next-generation actives, crafted to produce real change in you and your skin.

Our professional heritage and partnerships with dermatologists means we hold ourselves to the highest standards to deliver game-changing products with clinically tested, transformative results.

As the peel pros, we offer the most extensive back bar collection of medical and spa-grade exfoliants, and the first-ever collection of professional peels designed exclusively for at-home use.

Reimagining our skincare rituals to meet today’s demands, we respect that every skin is unique. Our goal is to empower and educate, helping you tailor your treatments and personalize your own ritual, in a way that truly speaks to your skin.

HERITAGE STATEMENT Founded by a leading plastic surgeon, Glo Skin Beauty has been the authority for clean + clinical skin solutions trusted by medical professionals, aestheticians, and professional makeup artists globally for over 25 years. Glo blends clean mineral makeup and clinically-tested skincare with spa-like experiences both in and out of the treatment room.

One of the first brands to launch a full professional mineral makeup line, beauty is at the core of Glo’s heritage. Why mineral makeup? Because mineral makeup respects and nurtures skin’s health. Makeup can actually be the culprit for many skin concerns such as sensitive skin or breakouts. Our mineral makeup line is expertly crafted for artistry, everyday wear, and is designed for post-treatment and sensitive skin, gently imparting natural coverage that cares for skin without irritating it. The result? Highperformance, longwearing, pro-level products, powered by triple-milled, ethicallysourced minerals and nourishing skincare ingredients.

Specializing in Chemical Peels, Glo offers the most extensive collection of medical and spa-grade exfoliants and the first-ever collection of professional peels designed exclusively for at-home use.

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BRAND IDENTITY GUIDELINES | 2024

The Skin in Glo Skin Beauty Active skincare for every skin.

From our full professional back bar menu and in-office treatments to at-home peels and elevated homecare essentials, we’re dedicated to results-driven, clean + clinical skin solutions for every skin.

PERSONALIZED SKINCARE SOLUTIONS

Glo Skin Beauty was founded on

Our innovative ingredients and flexible

chemical peels and our firm belief

formulations work in synergy so you can

in their power to produce truly

customize and target your treatments to

transformative results.

meet your skin’s needs.

Powered by 25+ years of formulation

CLINICALLY TESTED

THE PEEL PROS

expertise, we’ve built on this belief to develop the most extensive line of

Pro-level formulations available in

medical and spa-grade exfoliants in the

homecare products for clinically-proven,

industry, and the first-ever collection of

transformative results.

at-home peels, designed as the perfect

NEXT-LEVEL ACTIVES

introduction to chemical peels and to boost treatment cycle results.

Using the latest technology and

Why do we love peels so much?

cutting-edge research, our formulas

Because we believe exfoliation is the key

are powered by potent active

to unlocking your glow and that every

ingredients to deliver real results.

skin type can benefit from it. That’s why we offer a full lineup of peels to solve for

SKIN-SAFE

every skin concern.

We only use selected synthetic

Our menu of professional peels are

ingredients when they’re scientifically

powered by acids, enzymes, and next-

proven to increase the efficacy of our

level ingredients harnessing the latest in

formulas or enhance their safety.

skincare innovation, for clinically-proven, customizable, and transformative results.

CLEAN Our commitment to clean skincare means we never formulate with parabens, artificial fragrance, talc, irritating sulfates, phthalates, harsh

Each of our peels is expertly crafted to target different skin concerns and sit at different levels to help you achieve your personalized skin transformation.

colorants, polyethylene beads, or mineral oil.

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The Beauty in Glo Skin Beauty Smart skin-first beauty.

We begin with skin, and build our beauty to elevate and enhance. Our approach is simple: your skin, but better. Powered by your natural radiance, think smart skin-first, feel-good formulas, infused with nourishing ingredients, to help you solve, perfect, and glow.

ANTIOXIDANT RICH

COLOR PLAY

Our makeup is infused with a

From barely-there to bold, our mineral

proprietary blend of vitamins C

color range is curated to celebrate

and E, plus green tea extract for

creativity and play. Tactile textures

elevated antioxidant protection.

which blend effortlessly with skin for a second-skin effect.

MINERAL MAKEUP Triple milled, ethically-sourced

CRUELTY FREE

natural minerals deliver longwearing,

Never tested on animals, our PETA-

high-performance makeup, that’s

approved, award-winning mineral

gentle enough for even the most

makeup line is kind to your skin and

sensitive skin.

the environment.

TALC FREE All our formulations are clean and talc free, for a more nurturing and nourishing approach to color and coverage.

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Identity + Personality To cut through a noisy skincare and beauty landscape, having an engaging, compelling, and cohesive brand identity is critical. In increasingly disloyal and lowattention times, customers want to know what a brand stands for—its integrity, its values, and most importantly, what’s in it for them.

Glo lives and breathes skincare, efficacy, integrity, and education. Translating this to the consumer and offering a seamless journey through every touchpoint within the Glo universe is vital.

THOUGHT LEADERSHIP Effective skin solutions are at the forefront of all Glo Skin Beauty does and Glo Skin Beauty is at the forefront of its industry. It communicates its expertise and knowledge to inspire and empower. It believes in itself and its audience.

BRAND PILLARS

Integrity

Efficacy

Inclusivity

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Education

Empathy

Tone of Voice Glo Skin Beauty defines its voice as that of a trusted friend. It speaks both to the professional and consumer with integrity and expertise.

• Authentic • Positive • Conversational • Empathy • Respectful • Inclusive • Innovative • Curious • Warm • Accessible • Educational • Integrity • Relatable • Empowering • Passionate Glo celebrates every skin. It doesn’t focus on concerns, it focuses on solutions.

It respects that every skin is unique and everyone’s journey is different.

WHAT GLO IS NOT • Cold, patronizing, or unapproachable • Problem focused • Trendy + fluffy • Overly salesy and pushy or promotions focused • No unsubstantiated claims, hyperbole, or over-the-top adjectives • It does not push perfection • It does not deviate from its protocols and recommendations as built out by the Education + Product teams

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Logo

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Logo Standards PRIMARY LOGO The primary logo is the brand’s centerpiece and most identifiable symbol. It should be used in all brand materials.

CLEAR SPACE

MINIMUM SIZE

APPLICATION

0.9 in X

• Whenever possible, align primary logo right in layout and cut through center of ‘o’ at edge of asset.

• Otherwise, align logo left on design space with the middle left curve of the “g” on margin or copy block left side guide.

• Avoid centering logo if possible.

X

SECONDARY LOGO The secondary logo should only be used when the space available does not allow for the primary logo to be applied in its smallest size.

MINIMUM SIZE

X

CLEAR SPACE

APPLICATION

0.6 in

X • In layout, align to top left or bottom right corner of margins.

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Primary Logo Don’ts DON’T CHANGE THE ORIENTATION

DON’T DISTORT THE LOGO

DON’T OUTLINE OR ADD EFFECTS

DON’T MAKE ANY ADDITIONS

DON’T USE AT A SIZE SMALLER THAN THE MINIMUM ALLOWED SIZE

DON’T USE IN ANY COLOR BEYOND PMS 424 GRAY, WHITE, SILVER FOIL (IN PRINT), OR BLACK

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Secondary Logo Don’ts DON’T DISTORT THE LOGO

DON’T MAKE ANY DESIGN MODIFICATIONS

DON’T OUTLINE OR ADD EFFECTS

DON’T MAKE ANY ADDITIONS

DON’T USE WITHIN A BLOCK OF TEXT

DON’T USE IN ANY COLOR BEYOND PMS 424 GRAY, WHITE, SILVER FOIL (IN PRINT), OR BLACK

offers clean + clinical skin solutions...

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Color

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Primary Colors GRAY Gray is the primary color used for type and logo in all brand materials.

PMS 424 C | PMS 423 C (when printed on black) CMYK 56/48/47/13 | RGB 115/115/115 | HEX #727273 | Black 69%

WHITE White is the primary color for all brand materials, and retail packaging for skin products.

White text and logos are used atop color when the brand gray is illegible.

PMS WHITE CMYK 0/0/0/0 | RGB 255/255/255 | HEX #FFFFFF

SILVER Silver foil is used for logo in product packaging.

CROWN FOIL 305 | SILVER HOT STAMP

BLACK Black is the primary color for beauty product packaging materials.

Never use black for typography.

PMS BLACK CMYK 0/0/0/100 | RGB 0/0/0 | HEX #000000

GREY VARIATIONS Used to colorblock and add backgrounds.

CMYK 0/0/0/20 RGB 209/211/212 HEX #d1d3d4 Black 20%

CMYK 0/0/0/6 RGB 239/240/240 HEX #efeff0 Black 6%

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Solution Category Colors Each Solution Category Color helps to define Glo’s seven Solution Categories. These colors help signify ingredient stories and skincare solution goals to our consumer. When utilizing these colors in design, photography, or video, always ensure the core color represented coincides accurately with the featured products.

CLARIFY + BALANCE PMS 5527 C CMYK 27/13/20/0 | RGB 188/201/197 | HEX #BCC9C5

HYDRATE + RESTORE PMS 2106 C CMYK 31/24/7/0 | RGB 177/181/206 | HEX #B1B5CE

FIRM + REPAIR PMS 7633 C CMYK 24/36/27/0 | RGB 196/164/167 | HEX #C4A4A7

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Solution Category Colors CALM + SOOTHE PMS 2051 C CMYK 11/25/8/0 | RGB 221/194/207 | HEX #DDC2CF

RESURFACE + SMOOTH CMYK 12/29/25/0 | RGB 221/184/176 | HEX #DDB8B0

BRIGHTEN + GLOW PMS 7520 C CMYK 7/27/26/0 | RGB 234/190/176 | HEX #EABEB0

PROTECT + PREVENT PMS 7506 C CMYK 7/12/33/0 | RGB 239/219/178 | HEX #EFDBB2

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Type

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Primary Typeface GRAPHIK The primary Glo Skin Beauty typeface is Graphik. It is a distinctly contemporary geometric sans serif with roots in modern 20th century design. It was designed by Christian Schwartz in 2009. Avoid any use of stylistic alternatives offered within the typeface beyond the styles and weights listed here. Text is never aligned right.

GRAPHIK LIGHT

GRAPHIK LIGHT ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

• Used for body copy • Kerning: 0, Leading: 1.5x • When used in all caps, set kerning to 50

GRAPHIK REGULAR

GRAPHIK REGULAR ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

1234567890!@#$%^&*() • Used for body copy when Graphik Light does not provide adequate legibility • Kerning: 0, Leading: 1.5x • When used in all caps, set kerning to 50

GRAPHIK SEMIBOLD

GRAPHIK SEMIBOLD ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

• Used for sub-headers and for product names on packaging • Kerning: 0, Leading: 1.5x • When used in all caps, set kerning to 50

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Secondary Typeface HTF DIDOT The secondary Glo Skin Beauty typeface is HTF Didot. It is a revival of the French modern typeface Didot with a classic and elegant feel, designed by Jonathan Hoefler in 1991. Hoefler’s design anticipates the degradation of hairline in smaller point sizes by employing heavier weighted strokes in the smaller point sizes. Avoid any use of stylistic alternatives offered within the typeface beyond the styles and weights listed here. Text is never aligned right.

DIDOT HTF L42 LIGHT

DIDOT HTF L42 LIGHT ITALIC

ABCDEFGHIJK LMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

1234567890!@#$%^&*( )

1234567890!@#$%^&*()

• Used for large headlines (45pt +), never for body copy • Kerning: 0, Leading: 1.5x

DIDOT HTF L24 LIGHT

DIDOT HTF L24 LIGHT ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*( )

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

• Used for medium-sized headlines (20pt-44pt), never for body copy • Kerning: 0, Leading: 1.5x

DIDOT HTF L16 LIGHT

DIDOT HTF L16 LIGHT ITALIC

ABCDEFGHIJKLMNOPQRSTUV WXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*( )

ABCDEFGHIJKLMNOPQRSTUV WXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

• Used for small headlines and decorative call outs (13pt-19pt), never for body copy • Kerning: 0, Leading: 1.5x

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Typography Guidelines HOW TO UTILIZE BRAND TYPEFACES These should be the standard usage practices for brand typeface variations across all available platforms.

Didot HTF L42 Light + Light Italic are for very large headlines only.

Didot HTF L24 Light + Light Italic are for main headers that do not exceed 44pt.

Didot HTF L16 Light + Light Italic are for smaller headers 13pt-19pt.

GRAPHIK SEMIBOLD + LIGHT + REGULAR IN ALL CAPS ARE FOR SUBHEADS, WITH KERNING ALWAYS SET TO 50.

Graphik Semibold in Title Case is for Product Names on Packaging.

Graphik Light + Regular in sentence case are for body copy.

KERNING + LEADING Kerning must always be balanced and tight, with the standard across all typefaces set to 0. Kerning must be set to 50 if Graphik is used in all caps. Leading is set to 1.5x pt in all typefaces.

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Typography Guidelines for Web and Social WEB + SOCIAL TYPOGRAPHY SUBSTITUTES These are the typfaces that should be substituted where necessary in live text on web and in social media applications.

Didot Regular + Italic are substitutes for Glo’s Didot HTF typefaces. Do not use these substitutes anywhere the HTF typefaces are available.

Helvetica or Helvetica Neue are substitutes for Graphik. Do not use these substitutes anywhere the Graphik typeface is available.

SOCIAL TYPOGRAPHY BEST PRACTICES Always utilize the typeface option visually closest to Graphik in social app-provided text features. For example, the “Strong” or “Classic” options available on Instagram Stories should be the default text used, never the “Neon” option.

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Photography

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On-Figure Photography Style Pillars

Bright, sun-like lighting that allows

1

for clear capture of glowing skin and defined shadowing.

2

An attitude of levity, joy, lightheartedness.

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Clean styling reflected in natural

3

hairstyles and neutral nails—amazing skin should be the focal point.

BRAND IDENTITY GUIDELINES | 2024

Still Life Product Photography Style Pillars

1

Bright, sun-like lighting that allows for clear capture of swatching, color, and defined shadowing.

Usage of Solution Category colors

2

coinciding with the appropriate product or whites, dove grays, and sandy beiges.

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3

Props or editorial styling needs to feel clean, fresh, and modern. We are not kitschy nor too on-the-nose!

Lifestyle Photography Style Pillars

Bright, direct-from-the-sun

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lighting that allows for clear capture of swatching, color, and defined shadowing.

2

Backdrops and colors are clean, neutral, and modern.

Props are brandless (when possible),

3

modern, simple, airy, and do not compete with our products.

GLO SKIN BEAUTY 2024