CeraVe | Brand Standards

C E R AV E B RAND

STA NDA R DS

Contents

/ 04 /

The Brand

/ 06 /

The Story

/ 08 /

The Vision

/ 10 /

The Mission

/ 12 /

The Logo

/ 14 /

The Logo – Treatment

/ 16 /

The Logo – Colour

/ 18 /

The Logo – Typography

/ 20 /

The Logo – Do Not’s

/ 22 /

Usage Examples

The Brand

We are a dermatologist-recommended skincare brand that contains three essential ceramides to restore skin’s natural barrier. Without ceramides, skin can become dry, itchy, or irritated.

CERA

VE

Ceramides — lipids that help form the skin’s barrier and help skin retain moisture. Ceramides also help the skin protect against environmental aggressors like irritants, and pollution.)

MultiVesicular Emulsion Technology (MVE) — a delivery system that releases moisturizing ingredients over the course of 24 hours, layer by layer, to help keep skin soft all day long.

/ 05 /

The Story

In 2005, CeraVe’s dermatologists developed a line of skincare products enriched with a blend of three essential ceramides (ceramides 1, 3, and 6-II), fatty acids, and other lipids to help repair and strengthen the skin’s natural barrier.

A revolutionary delivery system was developed and named MultiVesicular Emulsion Technology (MVE), which releases moisturizing ingredients over the course of 24 hours, layer by layer, to help keep skin soft all day long.

With the combination of ceramides and MVE, CeraVe launched in 2006 with three core products Moisturizing Cream, Moisturizing Lotion, and Hydrating Cleanser.

CeraVe currently offers over a complete range of products delivering skincare products for all, developed with the expertise of dermatologists. As the affordable, accessible, dermatologist-recommended solution to hydrate, restore, and replenish skin.

/ 07 /

The Vision

We will set the global standard for skincare products that are highly effective and non-irritating, while remaining accessible, affordable, simple, and elegant.

/ 09 /

The Mission

We create trustworthy skincare products with three essential ceramides, fatty acids, and other lipids ensuring people with all skin qualities finds ease in repairing and strengthening the skin’s natural barrier.

/ 11 /

The Logo

C ERAVE

C E R AVE

Watercolour background. This is what our default logo looks like. The strip of watercolour should seem to bleed endlessly off the page, unlike what it seems in this example.

Black & White. Our logo may need to be reproduced with one colour, so this is what it looks like, when the bleeding strip is effective.

C E RAVE

C E R AVE

Photo background. This is an example of our logo with a dynamic background, particularly to enhance repetitive advertising. It is important to note that the photography must also act as the dividing element.

Black & White — On Black. If the bleeding strip is ineffective in one colour reproduction, this is what it looks like on black. The colours may be inverted if the reproduction is on white.

C ERAVE

C E R AVE

No Background — On White. This is what our logo looks like when background’s aren’t effective, such as in formal documents.

Grayscale — On White. If the bleeding strip is ineffective, but can be reproduced in grayscale, this is what it looks like on white. The colours may be inverted if the reproduction is on black.

/ 13 /

T r e at m e n t

Clear Space

It is important to maintain visual consistency and space in and around our logo to ensure it visually represents a brand that is strong and reliable.

Minimum Size 40pts wide 14mm wide

/ 15 /

Colour

These are our brand’s colours, on top of black and white that is most often used for text and background. It is important to use our colours consistently, not only in our logo, but in the presentation of the brand overall.

C0 M82 Y55 K0

C66 M7 Y31 K0

60% tint of C66 M7 Y31 K0

20% tint of C66 M7 Y31 K0

C39 M2 Y18 K0

C12 M0 Y4 K0

Process (Cyan./Magenta/Yellow/Black) colours for printing.

R240 G86 B96

R76 G181 B182

R153 G209 B210 R221 G241 B242

RGB (Red/Green/Blue) colours for screen displays.

f05660

4cb5b6 Web/HEX colours for screen displays.

/ 17 /

99d1d2

ddf1f2

Typography

Logo Font

Gill Sans Nova Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&*()“”,.

Primary Heading Font

Secondary Heading Font

Gill Sans Nova Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&*()“”,.

Gill Sans Nova Book Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&*()“”,.

Primary Body Text Font

Secondary Body Text Font

Gill Sans Nova Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&*()“”,.

Gill Sans Nova SemiBold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&*()“”,.

/ 19 /

Do not ’s

To maintain the strength of CeraVe as a brand, it is important to maintain a consistent visual identity. Falsely portraying the logo degrades the vision of our brand.

CERAVE Do not stretch the our logo.

CERAVE Do not change the font.

CERAVE Do not change the tracking.

C ERAVE! !

Do not add anything.

C E RAVE Do not place our logo on a slant. Only the slant should be on a slant.

Do not place anything near the logo other than a dividing element between ‘Cera & ‘Ve’.

/ 21 /

Do not use low resolution.

CERAVE Do not add any outlines or effects to our logo.

CERAVE Do not place a box around our logo.

CERAVE Do not place our logo on a background that makes our logo illegible.

Usage Ex amples

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CONTAC T

US

L’Oréal Canada Centre Conseils Consommateurs P.O. Box 1266 Montreal, QC Canada H4L 4X1 cerave.ca www.cerave.ca/contact-us 1.888.399.3603