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TABLE OF CONTENTS

TABLE OF CONTENTS These brand guidelines will help establish and maintain a cohesive brand identity, preparing each stakeholder to handle the brand with the consistency necessary for success.

2 TAB L E OF C ONT E NT S 4 C OMMI T ME N T 6 AL L I C I T M E A NI NG 8 AL L I C I T P R O M I S E 10 FEELING 1 2 P E R S O NA L I T Y T R A I T S 2 6 L OOK 2 8 L OGO 3 0 US E S O F L O G O 3 2 B R AN D NA M E 3 4 C OL OR S 3 6 T Y P OG R A P H Y 3 8 C ON S I S T E N C Y 4 0 P R E S E NTAT I O N 4 2 L E T T ER H E A D 4 4 HOL DI NG S H A P E 4 6 GR I D 4 8 US I N G B R A ND I NG E L E M E NT S 5 0 OV E R V I E W

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COMMITMENT

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COMMITMENT

ALLICIT MEANING

“Chance favors the prepared woman� - Bridgett McNeill, Founder

Any moment can be the moment that changes your life forever. The moment you make a new friend. The moment you get a new job. The moment you think of the perfect idea. The moment you fall in love. Prepare for these moments, And make them come to you. ALLICITTM Cosmetics is about helping women prepare for their destiny by creating unique products of unparalleled be ready for any situation.

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COMMITMENT

ALLICIT PROMISE

“Always be prepared.� With hard work and dedication we make this promise to ourselves. a keen attention to detail and a commitment to excellence, we strive to lead by example and always hold ourselves accountable. Understanding the relativity of beauty, we strive to make every encounter with our colleagues, partners and customers a beautiful and rewarding experience. With open ears and a passion for excellence we make this promise to our customers.

with the tools, products and information that they need to look and feel beautiful. Our customers should walk away from every

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FEELING

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FEELING

ALLICIT PERSONALITY A brand is a living, breathing entity, much like a human being. Every brand has characteristics, which give the brand representation and differentiation from the thousands of other brands in the marketplace. The following brand personality traits encapsulate what we stand for as a company:

Alluring Inspired Prepared Elegant Aspirational

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FEELING

ALLURING MYSTERIOUSLY ENTICING. LEVERAGING THE INNATE DRAW TO THE UNKNOWN, CAPITALIzING ON CURIOSITY.

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FEELING

INSPIRED DRIVEN BY AN ALMOST SUPERNATURAL DESIRE TO DO SOMETHING BETTER. TO BRING NEW LIFE AND VIGOR TO UNExPECTED PLACES.

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FEELING

PREPARED READY FOR ANY SITUATION. EQUIPPED WITH THE RIGHT TOOLS AND MINDSET TO CAPITALIZE ON ANY UNEXPECTED MOMENT - THE ABILITY TO MAKE THAT MOMENT A LIFE CHANGING MOMENT.

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FEELING

ELEGANT SOPHISTICATED BEAUTY IN ATTITUDE AND APPEARANCE. A qUIET COMMAND OF RESPECT AND ADMIRATION IN ANY ENCOUNTER.

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FEELING

ASPIRATIONAL A FIRM FUNDAMENTAL BELIEF IN ACHIEVING BEYOND WHAT IS ExPECTED. THERE IS NO “NORMAL” OR “AVERAGE” ExPERIENCE. EVERY MOMENT IS WHAT YOU MAKE OF IT AND THERE IS NO SATISFACTION WITHOUT MAKING EVERY MOMENT PERFECT.

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ELEGANT

INSPIRED

ASPIRATIONAL

Mysteriously enticing. Leveraging the innate draw to the unknown, capitalizing on curiosity.

PREPARED

ALLURING

ALLURING

FEELING

PERSONALITY OVERVIEW

INSPIRED Driven by an almost supernatural desire to do something better to bring new life and vigor to unexpected places. PREPARED Ready for any situation. Equipped with the right tools and mindset to capitalize on any unexpected moment - the ability to make that moment a life changing moment. ELEGANT Sophisticated beauty in attitude and appearance. A quiet command of respect and admiration in any encounter. ASPIRATIONAL A firm fundamental belief in achieving beyond what is expected. There is no “normal” or “average” experience every moment is what you make of it and there is no satisfaction without making every moment perfect.

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LOOK

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LOOK

LOGO The ALLICITTM logo is designed to instill a sense of creates a feeling of familiarity and closeness with the brand, while the extended height of the type embodies elegance. The balance of closeness and elegance helps to

The minimum size of the logo is 1.0”.

Logo should be used with a minumum clearance of 0.5” in every direction. Anatomy of the Logo 0.5”

0.5”

0.5”

Logotype

Business

Registered Trademark Symbol

0.5”

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LOOK

The most unique element of the logo is the extension

Correct Uses

is symbolic of the deep-rooted ambition present in the ALLICITTM woman. The I extending downwards is an acknowledgment to the past, the people, places and experiences that shape us into unique individuals. Examples of correct and incorrect use of logo. Extending the Line

Negative

Positive

Tertiary Background Color

Well-Contrasted Background

Incorrect Uses

Correct

Rotated

Drop Shadow

Short Lines

Wrong Color

Incorrect

Distorted

Broken Lock-Up

Unapproved Pattern

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LOOK

BRAND NAME The logo should never be used in text. The brand name should be written in all capital letters followed by the trademark symbol. For example, this sentence demonstrates how ALLICITTM should appear in text.

Correct Use

Ota exceaquo modit, cum recuptis mod qui ommoloremque mo comnis que nonserite sitia ALLICIT™. Runduntur repeditis dis andaerum verro eaqui te nonsequi nus. Epudaes simolor eiusdant a eaqui ipsap ...

Incorrect Use

Ota exceaquo modit, cum recuptis mod qui ommoloremque mo comnis que nonserite sitia Allicit. Runduntur repeditis dis andaerum verro eaqui te nonsequi nus. Epudaes simolor eiusdant a ipsap igenienis aut ...

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LOOK

COLORS Black and White are the primary colors of ALLICITTM. This classic contrasting combination gives the brand the timeless elegant feeling that it commands. The ALLICITTM Green is used as a secondary color and portrays a sense between the primary and secondary color draws attention in a quiet inviting way. The Grey is used as a tertiary color to create balance between the primary colors.

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Black

White

CMYK 0/0/0/100 RGB 0/0/0 HEx #000000

CMYK 0/0/0/0 RGB 255/255/255 HEx #FFFFFF

Allicit Grey

Allicit Green

CMYK 52/44/44/8 RGB 126/126/126 HEx #7E7E7E

CMYK 53/0/43/0 RGB 119/200/168 HEx #6FD4AD

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LOOK

TYPOGRAPHY

Blair Md ITC TT Used for headers and titles on print media

Typography is another important element of visual identity and keeping it consistent is essential. The most important fuctions of this typography are compatibility and legibility.

Trebuchet MS Used for headers and body copy on online media

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?! £ $&@*) 0123456789

Univers LT 47 Condensed Lt Used for body copy on print media

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?! £ $&@*) 0123456789 ABCDEFGHIJKLMNOPqRSTUVWxYz abcdefghijklmnopqrstuvwxyz (.,:;?! £ $&@*) 0123456789

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CONSISTENCY

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CONSISTENCY 40

PRESENTATION

Title slide

Slide with one image

Slide with no images

Slide with more than one image

Every ALLICITTM presentation should carry with it the essence of the brand. This presetation template ensures consistency throughout presentations both internally and externally.

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CONSISTENCY

LETTERHEAD These templates are designed to provide consistency in internal and external communications.

Envelope layout

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CONSISTENCY

HOLDING SHAPE The holding shape is another element in the visual identity system of ALLICITTM placed anywhere within the grid. It is used to help text stand out against complex backgrounds or to highlight heirarchy of messages.

Holding shape for images

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Holding shape for text 1

Holding shape for text 2

Holding shape for text 3

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CONSISTENCY

GRID To establish consistency and organization throughout all communications, we have developed a proper vertical, horizontal, and slim grid as basic layouts for information material. The size and shape of the branded material will determine which grid should be used.

Vertical grid system

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Grid measurements are applicable to any size format. The vertical grid system has four columns, the two columns.

Horizontal grid system

Slim grid system

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CONSISTENCY 48

USING BRANDING ELEMENTS

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Determine the size of the communication piece and apply the appropriate holding shape.

Set the appropriate grid structure on to the holding shape.

Place the image or images on to the document.

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OVERVIEW

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OVERVIEW

COMMITMENT

FEELING

LOOK

CONSISTENCY

“Chance favors the prepared woman” - Bridgett McNeill, Founder ALLICITTM Cosmetics is about helping women prepare for their destiny by creating unique products of unparalleled quality that inspire the quiet confidence needed to be ready for any situation.

“Always be prepared.” We understand the direct link between a woman’s confidence and her success. We instill confidence in women by providing them with the tools, products and information that they need to look and feel beautiful. Our customers should walk away from every interaction with our brand feeling more confident in themselves and more confident in us.

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Allicit Brand Book