brandbook
What is Dove? Dove is a skincare company ranging from hands and eyes to hair care and bubble baths. Dove is honest, straight forward and simple.
What is Dove’s mission? Be beautiful, be yourself
Feeling is believing Effective protection, beautiful result
Dove own 25% of the market for hand and face creams.
Words Dove like
Words Dove doesn’t like
Cream
Fake
Fresh
Unnatural
Beauty Nourishing and Nourishment
Edited
Disappointing
Purely pampering
Unhappy
Energise
Uncomfortable
Indulgent
Visible effects
Silky
Natural Self-esteem
Who are our users? Dove is aimed at women from around 20+, including mothers and grandmothers. Women who don’t want plastic surgery, who just want to be comfortable in their own skin.
Our tone of voice Dove`s tone of voice wants to feel better because the woman is a natural beauty. She shouldn`t have to be fake to be appreciated and she should let her daughters feel the same. Without pressure or confidence issues.
Our logo Our new logo for the new Go Soft series of Dove products is inspired by the color flow in pure water. This logo is to be used for all printed collateral including publications, advertising, billboards,posters, flyers and product packaging of the Go Soft series and always on top of every surface.
In every other case you have to choose a different version of our logo. Either the one with the liquid fill,or with the blue color fill.
Also, this logo is to be used for all screen work, including websites,banners and presentations.
Our colours
PANTONE 294 C
PANTONE 2905 C
PANTONE 7541 C
Our typefaces
The dove typeface used in the logo is a custom typeface, which was created by Ian Brignell.
Avenir
Avenir Heavy
The Avenir type family is our supportive font. We use it in all our Dove logos and supportive designs. Use Avenir wherever possible.
Avenir also comes in a heavy version. Use it wherever needed.
Aa Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,;?!$&@#*) 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,;?!$&@#*) 0123456789
DO Always leave the logo some space to breathe. Use white background or light shades of grey.
If you have to sit the Dove Go Soft logo on a colour, choose a colour from our pallete,or a shade of them.
DON’T Do not use the logo on bright colors. Always look our main colour pallete.
Never use the logo directly onto images
Do not rotate or strech the logo
DO Right spaces and positioning of the logo
2x
2a
a
x2
DON’T Wrong positionings of the logo
DO Dove Go Soft logo should always be used as shown below. You should never remove the GO SOFT logo.
DON’T Do not use any of these or similar compinations of the elements of our logo
Photography
All photos which will be used with the DOVE Go Soft logo, should refer to the relation between the humankind and the fabric. In all photographs should appear both of them.
Designer: Kalamogiorgos Georgios Copywriting: Lorna MacAulay