TRU Brand Guidelines

Brand Guidelines

TRU Brand Style Guide

Table of Contents

Table of Contents 01 | About TRU

02 | Logo Identity

03 | Brand Colors

The Problem & Solution

02

Logo Breakdown

07

Primary & Neutral Colors

11

Mission & Vision

03

Logo Lockups

08

Color Pairings

12

When you hear TRU, think...

04

Logo Clearspace & Sizing

09

Brand Personality

05

Logo Misuse

04 | Typography

05 | Brand Visuals

06 | Photography

Brand Typefaces

14

Brand Shapes

17

Type of Photos

21

Typography Hiearchy

15

Intention & Purpose

18

Photo Filter

22

Visual Misuse

19

Photo with Visuals

23

07 | Brand Application Business Cards

25

Social Media & Email

26

Brand Merchandise

27

TRU Brand Style Guide

01 About

01

About TRU

TRU Brand Style Guide

02

The Problem & Solution

The Problem The cosmetics industry fuels ageism by pushing consumers to hide aging features (sunspots, wrinkles, gray hair, etc.) through product purchases and advertising, which makes youth the beauty standard in America. As a result, few products are available that address the actual discomforts that aged skin faces (fatigue, irritation, cracks, etc.) instead of those that target wrinkles.

The

Solution

That is when TRU comes in. We are a skincare brand that focuses on mature skin issues that are often neglected by the skincare industry. TRU is meant to cater to 55-year-olds and up who are experiencing irritation, excessive oil, and fatigued skin. We highlight individuality and authenticity in everything we do. Through our customizable products, through TRU Stories, and the representation that the brand gives to everyday people.

TRU Brand Style Guide

03

Mission & Vision

Mission To provide resources that are available to heal common mature skin issues, rather than f ocusing on anti-aging the individual’s skin.

Vision To change perspectives on what individuals could do for their mature skin.

TRU Brand Style Guide

04

When you hear TRU, think...

When you hear TRU, think...

n a m u

Kind

H

V Zealo u

s

t n a r ib

TRU Brand Style Guide

05

Brand Personality

TRU is...

Kind Inviting Casual Zealous Fun

TRU is not...

Angry Discrimitory Serious Accusatory Boring

TRU Brand Style Guide

02 Logo Identity

06

Logo Identity

TRU Brand Style Guide

07

Logo Breakdown

Logo Breakdown & Lockups The TRU logo represents the brand’s core values and what we do. It is important to understand the foundations of the logo and its role in the brand.

The actual name, TRU, is from the four-letter word, True. Initially, True became True for You, to emphasize individuality. True became the three letter with the emphasized U instead, so it’s catchier. The U is emphasized by being hand-drawn to tie into naturalness. Like the brand, the TRU logo highlights individuality and humaness through the name and the U. TRU has three lockups; the primary logo, the badge logo, and the TRU Stories Logo. The first two will be used the same ways in deliverables, while the TRU Stories will be reserved for the TRU Stories section of the website.

Handrawn = Natural Feel = Authenticity

True = True for U = TRU

Emphasized U = You = Individuality

Lockups:

Primary Lockup

Badge Lockup

TRU Stories Lockup

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08

Clearspace & Sizing Clearspace and minimum sizing requirement ensure that the logo will be legible and clear. The height of the clearspace is used from the bar of the T. The minimum size is 0.5” wide on print and 36 px wide on screen.

Minimum Sizes: Screen: 36 px | Paper: 0.5 in

Screen: 85 px | Paper: 1.05 in

Screen: 384 px | Paper: 4 in

Clearspace & Sizing

Clearspace is the top bar of the capital T in TRU logo

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09

Logo Misuse

Logo Misuse

Do not outline logo

Do not color individual letters in logo

Do not stretch logo

Do not add a blurry drop shadow on logo

Do not change typeface

Do not tilt logo

Do not use colors outside of TRU’s color palette

Do not put a stroke on logo

Do not stack or disassemble logo

TRU Brand Style Guide

03 Brand Colors

10

Brand Colors

TRU Brand Style Guide

11

Brand Color Palette

Brand Color Palette This is TRU’s color palette. Vibrant colors are used to keep the brand and our mission feel more alive. Each color has its own purpose, as well as reason to be on the offical palette.

RED

BLUE

WHITE

Hex: #e44643 RGB: 228/70/67 CYMK: 5/88/77/0

Hex: #5b8790 RGB: 91/135/144 CYMK: 68/36/38/4

Hex: #fff7f2 RGB: 255/247/242 CYMK: 0/2/3/0

Primary color for Irritant Pump Product

Primary color for Hydrating Base Product

YELLOW

ORANGE

Hex: #fdb844 RGB: 253/184/68 CYMK: 0/31/83/0

Hex: #d16b3d RGB: 209/107/61 CYMK: 14/69/85/2

Secondary

BLACK Primary color for Excessive Oil Pump Product

Primary color for Oil-Control Base Product

PINK

GREEN

Hex: #d68aa6 RGB: 214/138/166 CYMK: 14/55/15/0

Hex: #245945 RGB: 36/89/69 CYMK: 83/42/75/35

Primary color for Hydrating Base Product

Primary color for Oil-Control Base Product

Hex: #0f030f RGB: 15/3/15 CYMK: 73/72/61/83

Secondary

TRU Brand Style Guide

Brand Color Pairings Even though it is encouraged to use all of the colors, there are pairings that clash together. Do not use any other combinations other than what is shown here.

In order for colors to go well together, the contrast ratio has to be at least 4:5:1 in WCAG standards.

12

Example:

Red can go with:

Brand Color Pairings

TRU Brand Style Guide

04 Typography

13

Typography

TRU Brand Style Guide

14

Brand Typefaces

Brand Typefaces Gopher TRU’s primary typeface is Gopher. It is primarily used for the brand’s slogan, headers, and folios.

TRU’s secondary typeface is Soleil. It is primarily used as Header 3, body copy and captions.

ABCDEFGHIJKLM NOPQRSTUVWXYZ Bold, Regular

Soleil

ABCDEFGHIJKLMN OPQRSTUVWXYZ Bold, Book, Light

Download Fonts Here

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Typography Hierarchy H1 Typeface: Gopher Bold Leading: 120% Kerning: Optical Tracking: -8 Size: 90-100%

BODY COPY Typeface: Soleil Book Leading: 120% Kerning: Optical Tracking: 0 Size: 20-30%

H2 Typeface: Gopher Regular Leading: 120% Kerning: Optical Tracking: -8 Size: 60-80%

CAPTION Typeface: Soleil Light/SemiBold Leading: 120% Kerning: Optical Tracking: 0 Size: 5-10%

H3 Typeface: Soleil Bold Leading: 120% Kerning: Optical Tracking: -8 Size: 30-50%

HEADER 1 Header 2.

And this is Header 3.

This is the body copy, of course. The brand will implement body copy on TRU’s packaging, website, social media promo, ads, print advertisement, etc. The typeface will always be Soleil Book.

The Caption: Also Soleil, but light.

Typography Hierarchy

TRU Brand Style Guide

05 Brand Visuals

16

Brand Visuals

TRU Brand Style Guide

Page 17 #

Brand Brand Style Shapes Guide

Brand Shapes

Base Shapes

Flourishes

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Intention & Purpose

Intention & Purpose TRU’s visuals are split up between base shapes and flourishes. The base shapes are associated with the Base products, while the flourishes are associated with the Pump products.

The reason behind this is because the basic shapes are solid and foundational, as how the Base products are the foundation to the TRU’s skincare routine. The flourishes are the extra flair, tying to how the pumps are the differentiating factor between TRU and other skincare brands.

The imagery on the right is an example of how TRU’s products work with the shapes as well as actual function.

+ Flourish + Pump

= Basic Shape + Base

Completed Set

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Visual Misuse

Visual Misuse TRU’s visuals are a strong player in the packaging. Although the visuals are encouraged to use in non-packaging mediums (website, posters, ads, etc.), it is important not to use the shapes that would contradict the packaging system.

Do not add shapes that have low contrast or clash with the photo

Do not mix colors on photos

Do not mix flourishes/shapes of the same color

Do not put basic shapes on photos that have real people

TRU Brand Style Guide

06 Photography

20

Photography

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Type of Photos Used What seperates TRU from other skincare brands is the representation we give older individuals and their individuality. So picking a photo is important.

When choosing a photo, it must: • Show people older than 55 • Have the people show positive emotion • Have the person be in their environment • Have a non-complex background

Examples:

Types of Photos Used

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Photo Filter

Photo Filter Unedited Photo

Finished Photo

The purpose of a filter is to not only keep the photos consistent, but to create a poloroid look, like TRU took a “snapshot” of the person’s life. This filter is to be completed in photoshop.

Steps 1. Add Noise: 4 with Gaussian Distribution 2. Adjust Curves to a Slight ‘S’ 3. Add a Photo Filter: 9% Magenta 4. Add a Gradient Map: Select the gradient that is purple, green, & orange (20% opacity) 5. Adjust Vibrancy

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Photo with Visuals

Photo with Visuals The majority of photos used by TRU will have flourish visuals. This is is for the photos to stay connected to the brand visually. The criteria shown on this page must be followed.

Acceptable

Not Acceptable

The photo and flourish must: • Pass the WCAG standards of contrast • Allign with TRU’s color pairings • Cannot cover the subject

Passed the WCAG standards of contrast Alligned with TRU’s color pairings (yellow on green) Doesn’t cover the subject

Doesn’t pass the WCAG standards of contrast Not alligned with TRU’s color pairings (green on green) Covers the subject

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07 Brand Application

Brand Application

TRU Brand Style Guide

Business Cards TRU’s business cards showcase the base shapes and flourishes. The two colors could be switched out, be sure that the colors do not clash together.

Use these examples as the standard for future TRU business cards.

25

Business Cards

TRU Brand Style Guide

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Social Media & Email Profile Picture The social media profile pic will feature TRU’s logo in a variety of colors. The brand’s visuals will be too small to see as a profile picture, so it is best to keep it simple with the logo.

170 × 170 px

161 × 56 px

The email signature will consist of the full name, job position, pronouns, contact information and logo.

Email Signature

Social Media & Email

TRU Brand Style Guide

Brand Merchandise TRU’s merchandise will consist of shirts, crewnecks, tote bags, and stickers. All future merchandise will play with mixing colors and brand shapes.

27

Brand Merchandise

If you have any questions, please contact the designer.

Grace Engel gracelynette02@gmail.com grace-engel.com