Shea Moisture Branding Guide

branding guide

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Foundation of our brand

branding guide

Contents Foundation of our brand....03 Introduction............... 04 Brand values.............. 07 Personality................. 07

Our logo................................07 Usage........................ 10 Pattern....................... 12 Color palettes............ 13 Typography................ 14

Stationery.............................17 Business cards .......... 18 Letterhead................. 20 Envelopes.................. 22

APPLICATION...........................25 Products.................... 27 Packaging.................. 28 Retail display............. 30 Uniform...................... 31 Storefront.................. 32 Vehicle....................... 33

MEDIA.....................................35 Website..................... 36 App............................ 39

Foundation of our brand

Introduction

Shea Moisture is a personal care company which focuses on shampoo, conditioner and body care. The company was founded in Harlem in 1991

by Liberians Nyema Tubman and Richelieu Dennis, both of whom were refugees to the United States. The company was inspired by Dennis’ Sierra Leonean grandmother, Sofi Tucker, who sold shea butter at a village market in in 1912.

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Foundation of our brand

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Foundation of our brand

Brand values

We are natural, organic, sustainablyproduced goodness. Made with love for you and your body. Pioneering fair trade through Community Commerce at home and abroad. We strive to be sulfate free, paraben free, and more, whenever possible. Tested on our family for four generations. Never on animals.

Personality

Our community is like a family. We strive to communicate with our clients in the most honest and kind way, just as we would our closest friends and family. We are all about having and maintaining a fun and close relationship with our clients.

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our logo

Usage This is Shea Moisture’s main logo! This variation should be used where applicable as you will see throughout this guide. It is crucial that it be used in any stationery material as well as it never be distorted or altered in any way.

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Our Logo

cus c o c o n u t + h ib is

e l y t S uCrurl + l ei n h ak nc i ng s m l mo coconu

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win i t ha nsdi l kn e e m o i l e t o r protein w it h s il k p and nee m oil For thick hair + cur y l r u c + k l y hair a ic n th r version of the logo ti-frizz •e FoThis in m h s oistofuthe oistheture • where This version used •m relogo ribezzused -f ti • sis best anshould inthee placement is more vertical when art space is wider tohfill to fit the space best.

area more comfortably.

13 oz / 368.5 g 12 oz / 340 g

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o

Pattern The most important component to our brand is the shea nut. The nut is our central symbol in the logo and is transformed into a blossoming pattern that can be used in a variety of ways for our branding, from stationery to store fronts- the pattern should be used to accentuate.

our logo primary color palette Shea Moisture is all about natural, quality products.

Our main colors focus on the color of the earth and sun to communicate a rich life and the vibrance our products give people.

C 23, M 19, Y 79, K 0 R 255, G 206, B 81

Pantone 1225

C 8, M 66, Y 100, K 41 R 148, G 75, B 15

Pantone 154

Secondary color palette Our secondary color palette is only meant to further brighten and differentiate our products on the store shelves. Each bundle of products should be utilizing the same single color to represent the common ingredients/purpose of that given product.

C 66, M 0, Y 39, K 0 R 71, G 191, B 175

Pantone 3265

C 0, M 45, Y 94, K 0 R 249, G 157, B 42

Pantone 1375

C 23, M 45, Y 0, K 0 R 193, G 150, B 197

Pantone 529

C 0, M 5, Y 98, K 0 R 255, G 230, B 0

Pantone 108

C 0, M 75, Y 21, K 0 R 241, G 102, B 140

Pantone 1915

C 46, M 0, Y 90, K 0 R 150, G 202, B 79

Pantone 375

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TYPOGRAPHY Our main typeface is Filosofia. This serif type will be used for titles, subtitles, business cards, slogans/tag lines, and hashtags (primarily in our brown when applicable).

Its variations can be used throughout the brand so long as the copy is not long body text.

A M FILOSOPHIA

regular

FILOSOPHIA italic FILOSOPHIA bold

Avenir is our secondary typeface. It comes in a variation of 12 different fonts but our main focus will be on Avenir Roman for body text such as extra information on marketing material, ingredients, letterheads/invoices, and this design guide!

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Filosophia unicase AVENIR roman

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stationer y

business cards The business cards for any Shea Moisture representative are standard as shown above. The employees name and title should be listed first, with their company email following. An example of our CEO’s business card is shown in its printed form for reference.

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Stationer y

Letterhead The letterheads are very straight forward. Text to who this is addressed to should be aligned to the right while the main message is aligned to the left. Type should never be larger than 12 pt.

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Stationer y

envelopes Our envelopes repeat the same elements we see on our letterheads with the horizontal golden stripe at the bottom. The envelopes also incorporate our pattern in a subtle, fun way which is actually printed on the inside of them.

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Stationer y

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application

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Foundation of our brand

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application products All products hold our standard logo at the top. Depending on the proportions, we may use the logo in the vertical or horizontal versions. Colors are subject to the type of product and their ingredients but should be consistent throughout the set of products.

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shipping box Our shipping box is one of the few items that have to be one color. For this we use the more playful version of our logo all around the box with a quote about our brand on each of the flaps.

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application in-store bags The in-store bags should always have the Shea logo big and bold! This way shoppers can distinguish our brand from the competitors. The pattern may be implemented throughout the top and bottom of the bag.

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Retail display For our in-store retail displays it’s important that our logo is the first thing visible on the top signage. The side signs can be used decoratively or to announce new products/sales. All products should be organized by color and type.

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application uniform In the case that we have sales representatives in stores for special events or in our own stores, the standard dress code is all black, or dark bottoms with either a black or brown top. The aprons should be worn over that attire and should stay on throughout the course of your shift.

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Retail display Our store fronts should generally have the same feel.

Brown exterior with a gold sign of our logo above the entrance. The windows should also have parts of our pattern as a sticker. Any imagery of sales/new projects would be placed directly in the center of the windows.

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application

Vehicle The vehicle imagery should be the only thing that can be varied throughout vehicles. The standard should be the logo on the doors along with some imagery of products and website.

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media

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Foundation of our brand

website Our site is the main hub for people to come and view our products. It is important that our home page displays the latest and greats products and sales and that the pages are clear, and accessible for all. Social links should be available at the bottom of every page as well as the header and menu.

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media

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media mobile app Our mobile app is an interactive way for customers to see what Shea Moisture products are appropriate for them. It allows people to make their own account, take a quiz about their hair/skin type, and finally, it compiles a list of products that will be appropriate based on their answers. They can order straight from the app or visit us online or in store.

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