REBRAND SPRING 2022
Style Guide
Contents About Manifesto + 3 4 Design Color Typography Logo Iconography Photography 5 6 8 9 12 13 Applications Print Exterior Web 15 16 19 20 ULTA BEAUTY STYLE GUIDE
ULTA BEAUTY
AboutUlta Beauty, Inc., formerly known as Ulta Salon, Cosmetics & Fragrance Inc. and before 2000 as Ulta3, is an American chain of beauty stores headquartered in Bolingbrook, Illinois. Ulta Beauty carries cosmetics, fragrances, nail products, bath and body products, beauty tools and haircare products. Each store also has a beauty salon.
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There is nothing more beautiful than possibility.
It fuels our dreams. Blows our minds. Lifts us past our limits. And lives inside us all.
We understand the power of possibility.
We see it every time you walk through our doors. You’re not here to get beautiful; You’re here because you already are. The power of possibility is burning in your eyes, And blazing from your fingertips.
You’re seeing something in yourself. We can help you show it to the world.
So when you’re ready To run this town, rock this look, or rule this nation So are we.
When you’re ready To tell your story or produce your sequel So are we.
When you’re ready To sing, to shatter, to soar So are we.
We are Ulta Beauty. And we are full of possibilities Because you are too.
The possibilities are beautiful. ®
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Manifesto + VALUES Give Wow Experiences Improve Always Win Together Love What You Do, Own What You Do Do What’s Right Champion Diversity PERSONALITY & Fun Friendly Bright Youthful Creative Welcoming
Design
PROPER USE OF DESIGN ELEMENTS
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Color
THE ULTA GRADIENT
Ulta Beauty’s new identity is founded on the idea of the gradient. The blending of colors, the smooth transitions, and the variety of colors are emblematic not only of makeup technique, but of Ulta Beauty’s values as an all-inclusive blend of unique individuals to create one beautiful masterpiece.
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PANTONE 1565 C
C: 0% M: 43% Y: 59% K: 0%
R: 249 G: 163 B: 112 #f9a370
Color
COLOR CHOICES AND PROPER USE
The new color palette keeps the orange and pink from the previous identity, but softens them to almost-pastel shades. Light blue-green is introduced to widen the color palette into a more inclusive, almost “rainbow” palette.
PANTONE 1777 C
C: 0% M: 75% Y: 33% K: 0%
R: 241 G: 102 B: 126
#f1667e
PANTONE 572 C
C: 35% M: 0% Y: 26% K: 0%
R: 165 G: 217 B: 199 #a5d9c7
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logotype
Pauline Script Regular
All lowercase
Used for logotype and slogan only
Arboria Medium Headings
Typography
LOGOTYPE + BODY STYLES
The new color palette keeps the orange and pink from the previous identity, but softens them to almost-pastel shades. Light blue-green is introduced to widen the color palette into a more inclusive, almost “rainbow” palette.
SUBHEADINGS
Arboria Book
All uppercase
Tracking: 90
Arboria Book Body Text
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Logo
OUT WITH THE OLD
Ulta Beauty’s new logo builds on its previous logo for familiarity without sacrificing freshness. The oval “swoosh” from the old design has transformed into rounded lines that encompass the logotype in one circular form, implying a “world” of beauty.
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Logo PROPER ALIGNMENT
The logo can be used straight or rotated at a 10° angle as if it were “stamped;” any rotation of the logo should not exceed 10°.
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Logo
PROPER SPACING
The Ulta Beauty logo should have at least one lowercase ‘u’ from the logotype worth of space on all sides to maintain the integrity of the form.
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Iconography
ICONS + PATTERN
Two icons were created in tandem with the logo, the Lips and the Eye. These icons are to be used alongside the logo to create the brand’s signature pattern for marketing materials. The Pattern may be placed over any of the three brand colors or the Ulta Gradient, or used in the brand colors on a lightcolored background.
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Photography
MODELS + PHOTO STYLE
Models for ads, social media, and other marketing material [that is direct from Ulta and not a subsidiary brand], should display a wide range of colors, sizes, genders, and abilities. Ulta Beauty is welcoming of all people, and our brand image should reflect that.
Images used should be light, warm, colorful, and present the user experience or feeling associated with the brand, rather than a simple portrait.
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Photography
PRODUCTS
For product photography, the same style guidlines should be followed. Use backgrounds that follow the brand color palette.
Product photography on social media does not always have to be professional; reposting customer images is encouraged, as long as the composition is fitting with the brand.
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Applications
BRANDING MATERIALS
Proper use of the logo, color, patttern and Ulta Gradient in branding materials, including stationery, packaging, external signage, and products/apparel.
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E-COMMERCE WEBSITE + SOCIAL MEDIA
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Social Media
POSTING GUIDELINES
Social media posts should be the prime destination for showing off the positive feelings and experiences with our brand.
Photography guidelines should be followed for images, but the body copy should follow the brand personality (pg. 4) while keeping our target market in mind. Voice should be casual, peppy, and positive.
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DESIGN BY JESS REGAN
GD III SPRING ‘22
