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Š 2011 theBalm. All rights reserved. theBalm Creative Brief and Graphic Standards Manual The content of this guide is furnished for informational use only, is subject to change without notice, and is intended to direct the designer, design team, art director or legal team toward a design solution that not only meets the requirements of the creative brief but also maintains the brand identity of theBalm.


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Table of Contents

Mission Statement ....................................................4 Company Design Brief...............................................6 Comparative Analysis................................................8 Process......................................................................10 The Signature...........................................................15 Signature construction & Clear Space.................... 16 Signature Minimum Size.........................................18 Corporate Font.........................................................19 Signature (Corporate) Colors..................................20 Color system/color Reproduction.............................21 Signature Misuse.....................................................22 Stationery System....................................................24 Comapny website.....................................................32 External Applications .............................................34

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Mission Statement

The Naked Truth We at theBalm cosmetics are devoted to producing easy to use makeup that makes you look and feel glamorous. We are committed to giving you quality product, that is both eco friendly as well as animal test free. We live by our mantra: elegance with attitude.

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Design Brief

The Company The Balm is a local cosmetic company located in pacific heights of San Francisco. The company was started by Marissa Shipman, the owner and CEO, in the early 2000’s right out of her own home. They now sell internationally in parts of Europe and are expanding to Mexico. TheBalm has been recognized in over 150 magazines including 50 international magazines.

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TheBalm – known for its “beauty in five” products – are easy to use and memorable through their 1950’s vintage pin up ladies style packaging. Each product has it’s own pretty lady mascot with a clever name to match. Though pretty, these mascots are no dainty housewives. TheBalm promotes, sexy, strong women in their makeup line. Their product list ranges from eye shadows, to cheek stains and foundations.

Problem The visionaries of theBalm sought to create a product that empowers women, not just idolize them as pretty and fragile. In doing so they have missed their target market of women in their 30’s through their color palate as well as the vibrant hand drawn pin up girls. The rigid logo also does not fit the feminine nature of the product, and is use used inconsistently which has lead to consumer confusion.

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Objective TheBalm requires a re-brand that will send a stronger message of elegance with attitude, while targeting the appropriate audience. Target Market: Women in their 30’s, middle class, coming from an educated family, concerned about their appearance. The products of theBalm are intended to act as simple solutions that let your natural beauty shine through while making you feel glamorous.

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Message “Elegance with attitude�

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Then

Now

disconnected rigid busy generic immature

harmonious loose simplified feminine classy

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Competitor

The Company:

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In 1976 two sisters, Jean and Jane Ford created a unique San Francisco beauty boutique with a whimsical candy store atmosphere. “Who says makeup has to be serious?” they said. The shop grew famous for delivering quick fixes for every gal’s peskiest beauty dilemmas, and with a “double” dose of wackiness mixed with knowhow, the twins successfully built Benefit Cosmetics into a global beauty brand. The “friskiest luxury brand” now has over 2,000 counters in more than 30 countries.

The Logo Benefit uses a typographic logo that is locked together. The typeface is a modern serif with a italicized “f” which reflects the classy but playful nature of the products.

The Target market The company focuses on 25 - 40 years old women who are middle class, concerned about their appearance and enjoy whimsicality.

Message Benefit provides easy to use cosmetics while making you beautiful

Associated words classy, mature, modernized vintage, graphic

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“beauty in five”

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Process : Rough Sketches Title

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Process | Sketches

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Process | Type Faces

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“elegance with attitude�


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Final Signature

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theBalm Re-branded TheBalm signature is made up of three parts: The “B”, the lips, and the company name. The “B” stands for the Balm as well as a curvy feminine figure. It illustrates classy, mature and femininity. The Lips represent cosmetics, glamour, and the flirtatious and sexy nature of a beautiful woman. The words theBalm are the third part, representing the company. In total, the signature is meant to represent classy and feminine, yet independent and bold women.

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Signature Construction & Clear Space

Construction

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The signature is always reproduced from approved reproduction artwork. The signatures should never be constructed or redrawn. However, in certain approved circumstances, it may be necessary to recreate the signature (e.g., signs). In the event that construction is necessary and pre-approved, the following example shows the relative sizes and placement of signature components. Placement is specified in units of “X.” X equals the height of the “a” in “theBalm” (see the “A” drawing under Clear Space).

Clear Space In order to set it off from other elements, the signature should always be surrounded by an adequate amount of clear space. The dashed outline surrounding the signature above indicates the minimum amount of clear space that must surround the signature in all applications. No other element may be present within this space. This includes type, illustrations, photos or the edge of the surface on which the signature is displayed. Any exceptions require approval prior to use. 1. Minimum clear space for the locked signature (Symbol and company name) is specified in units of “X.” X equals the height of the “a” in “theBalm”. The minimum clear space equals one unit of X all the way around the signature. 2. Minimum clear space for the symbol alone is specified in units of ““X”. X equals the height of the “B”. The minimum clear space equals the width of 25% all the way around the symbol.

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Clear Space

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Signature Specifications

Minimum size As the signature becomes smaller, it also becomes more difficult to read and recognize. The minimum allowable size is shown below. Less detailed types of reproduction (e.g., newspapers or screen-printing) may require larger sizes. The signature may be used with the company name at a size no smaller than a .5 inch. Any smaller and the Symbol “B� will be used alone.

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Font Specifications

Corporate Font To help establish a consistent look and feel across a broad range of implementation materials, one type family has been selected for use on all media. It is called Century School Book. Specimens of the most commonly used typefaces within this family are shown. Numerous versions of Century Schoolbook are produced by different manufacturers. All fonts used should match the samples shown on these pages. Do not substitute other typefaces in place of those specified. Never scale, condense, expand or otherwise modify any existing letter forms. If special circumstances require the use of other typefaces, contact the Design Department for approval. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

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Signature Colors

Color Reproduction All colors specified throughout this manual are referred to as theBalm colors. theBalm colors are always reproduced by matching approved color swatches supplied by the Design & Print Services Group. Equivalent matches using other color-matching systems (e.g., Pantone速 and CMYK) are given in the chart opposite. These equivalent specifications may need to be modified to adjust for production variations.

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The samples shown on these pages and throughout this manual are approximate matches for the actual the Balm colors. Do not use them for color proofing. Use swatches specifically provided for color-matching purposes.

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RGB: 35, 31, 32 CMKY: 0 0 0 70 Pantone: ds 325-3c

Primary

RGB: 235, 68, 132 CMKY: 1, 88, 0, 0 Pantone: 219 C

Secondary

RGB: 35, 31, 32 CMKY: 0 0 0 70 Pantone: ds 325-3c

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TheBalm Corporate Standards Manual

Two – Color Signature Use this version whenever possible. The signature is reproduced in 2 colors.

One – Color Signature Use this version whenever 2 -color reproduction is not possible. The entire signature prints in one color. If these colors are not available, other colors are allowed as long as the signature is clearly visible. Background is white or a light, neutral color. TheBalm has developed a comprehensive color system to help establish a consistent look and feel across a broad range of implementation materials. This color system consists of 1 separate color palette. This palette has been designed to reinforce specific emotive values associated with our products and services. The palette is extremely flexible, and can be applied in a variety of ways to unify families of materials, such as brochures. Try to use these suggested colors whenever possible.

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Signature Misuses

Incorrect Usage These examples illustrate incorrect use of the signature. These examples highlight common errors, but do not include all possible mistakes. Always use the signature as outlined throughout this manual.

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A, B, and C demonstrate the example of incorrect background use with the grey and pink signature. The full color signature can not be placed on a black background, a pantone 219 C background, or a 70% grey background. D demonstrates the incorrect usage of the company name alone. E and F demonstrate the incorrect positioning of the company name next to the symbol. G demonstrates the use of any other color other than pantone color 219 c for the lips as a misuse of the logo.

A B C

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Stationery System

Letterhead Approved letterhead formats are shown opposite and on the following pages. All letterhead use the same basic layout, colors and type specifications. The preprinted nomenclature present on a letterhead varies, depending on the specific origin of the document. For example, corporate letterheads, program and department letterheads, each possess different nomenclature. A range of examples is shown on the following pages.

Word Processing Word processing specifications for the letter itself are given in the examples. They illustrate the correct organization of contents, approved typeface, line length and spacing.

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theBalm www.thebalm.com 2740 Divisidero San Francisco, Ca T: 415.359.0955

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Month XX, 2003 Mr. John Smith 123 Main Street San Francisco, CA 94109

Dear Mr. Smith,

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Marissa Shipman Jordana Shipman Robert Shipman

The finished look of a letterhead is brought about once the letter is typed. This letter illustrates the approved format for all 8 1/2 x 11 inch letterheads. The letter is typed in 10 pt. Century Schoolbook, with 12 pt. leading. If Century Schoolbook is temporarily unavailable, use other typefaces specifically approved by the Company. Consistent use of this format will create a distinctive appearance for all correspondence. The left edge of the date is aligned 2.5 inches from the left edge of the page and the top edge of the date is aligned 2.25 in from the top edge of the page . Skip one space and begin the recipient’s name and address. Skip three line spaces below the address and begin the salutation. Skip one line space below the salutation, and begin the body of the letter. The body of the letter should not be deeper than 8 inches. It is to be single-spaced throughout, with one line space between paragraphs. All copy aligns flush left with the date, maintaining a random righthand margin. There are no indentations. The maximum line length is 4.5 inches,

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Skip one line space between the last line of the letter and the closing, and three line spaces between the closing and the sender’s name and title. Sender’s assistant’s initials or enclosure designations should be separated by three line spaces from the sender’s title. The body of the letter should not be deeper than 8 inches. It is to be single-spaced throughout, with one line space between paragraphs. All copy aligns flush left with the date, maintaining a random righthand margin. There are no indentations. The maximum line length is 4.5 inches, Skip one line space between the last line of the letter and the closing, and three line spaces between the closing and the sender’s name and title. Sender’s assistant’s initials or enclosure designations should be

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theBalm www.thebalm.com 2740 Divisidero San Francisco, Ca T: 415.359.0955

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The body of the letter should not be deeper than 8 inches. It is to be single-spaced throughout, with one line space between paragraphs. All copy aligns flush left with the date, maintaining a random righthand margin. There are no indentations. The maximum line length is 4.5 inches,

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Marissa Shipman Jordana Shipman Robert Shipman

Skip one line space between the last line of the letter and the closing, and three line spaces between the closing and the sender’s name and title. Sender’s assistant’s initials or enclosure designations should be separated by three line spaces from the sender’s title. The body of the letter should not be deeper than 8 inches. It is to be single-spaced throughout, with one line space between paragraphs. All copy aligns flush left with the date, maintaining a random righthand margin. There are no indentations. The maximum line length is 4.5 inches, Skip one line space between the last line of the letter and the closing, and three line spaces between the closing and the sender’s name and title. Sender’s assistant’s initials or enclosure designations should be separated by three line spaces from the sender’s title. Sincerely

Janet Davidson Consultant

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Stationery System

Corporate letterhead All corporate letterheads are reproduced using the specifications given below as well as in the approved templates. Size: 8.5 ? 11 Type: Century Schoolbook 9 pt./12 pt. leading Font, upper and lowercase, left-alignment, normal spacing. One line space between paragraphs. Stock: Strathmore Writing, Soft Blue Wove, 24lb Printing: 2- color offset lithography in theBalm Corporate Grey - repeat as much as number of Company colors you designed

Corporate Second Page Standard multiple pages are reproduced using the specifications given below, and in approved templates. Always align the letter with the right hand bracket as shown in the example. Line width should not go beyond 4.5 inches and 6 inches deep. Page number indicator is in alignment with the point of the right hand bracket as shown.

Board of Directors letterhead Board of Directors letterhead is reproduced using the specifications given below, and in approved templates. This is basically a corporate letterhead, with a listing of Board of Directors added below the address type.

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Stationery System

Business Card Business cards are reproduced using the specifications given below, and in approved templates. Size: 3.5 ? 2 inches Type: Century Schoolbook - Largest 10pt/8pt lead, Smallest 8pt/8pt lead. Upper and lowercase, Right and left alignment, normal spacing. One line space between paragraphs. Stock: Strathmore Ultimate white label 70 text Printing: 2 -color offset lithography in theBalm Corporate grey - repeat as much as number of Company colors you designed

theBalm

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Marissa Shipman

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Creator • Owner Marissa@thebalm.com

2740 Divisidero San Francisco, Ca www.thebalm.com T: 415 359 0955

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Mailing labels Standard mailing labels are reproduced using the specifications given below, and in approved templates. Size: 4 × 5 Type: Century Schoolbook 7pts/8pts lead, upper and lowercase. The sender (theBalm) is right aligned and the receiver is , normal spacing. One line space between paragraphs. Stock: Strathmore Writing, Soft Blue, 24lb

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Printing: 2-color offset lithography in theBalm Corporate Grey - repeat as much as number of Company colors you designed

theBalm 2740 Divisidero San Francisco, CA www.thebalm.com

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To: Miss Mary Munoz 2740 Divisidero San Francisco, CA 94109

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Stationery System

Envelopes Standard mailing envelopes are reproduced using the specifications given below, and in approved templates. Size: 5in Ă— 4.75 in Type: Century Schoolbook 7pts/8pts lead, upper and lowercase. The sender (theBalm) is right aligned and the receiver is , normal spacing. One line space between paragraphs. Stock: Strathmore Writing, Soft Blue, 24lb Printing: 2-color offset lithography in theBalm Corporate Grey - repeat as much as number of Company colors you designed

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theBalm

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2740 Divisidero San Francisco, CA www.thebalm.com

To: Miss Mary Munoz 2740 Divisidero San Francisco, CA 94109

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Company Website

Ready for business The following are examples of the new website for the rebrand. The Site uses the same color scheme and imagery as designated in this book.

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External Appplications

New and Improved The following are examples of external applications for the signature. Any packaging or tool with a dark or complicated background will use the white version of the logo. Other methods of branding such as embossing will be used on makeup such as blushes.

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theBalm Corporate Standards Manual