Purely Polished Brand Manual

Purely Polished

Brand Manual Version 2.0 January 2020

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Table of contents 1

About Purely Polished

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The Brand Personality

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Logo introduction

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Logo Clear Space

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Logo variations and Application

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Correct logo placement

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Corporate and Main Font

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Secondary Fonts

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The primary colour system

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Logo colour system

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The secondary colour system

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Corporate image

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Stationery

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Grid systems

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Iconography

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Contact Us

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“Getting to a nail salon was a real challenge for busy people like mums, professionals, shift workers and health conscious people.�

ABOUT

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About Purely Polished

Our Mission and Vision Purely Polished was founded by Sydney-sider Iman Davamoni shortly after she became a mother. Unable to get out of the house easily with her young daughter, she struggled to find a mobile nail service that was fresh and trendy. Iman wasn’t able to make it to a salon until her daughter was 6 months old and even then, she wasn’t happy knowing she was exposing her young daughter and herself to the numerous toxic chemicals contained in the products used by everyday salons. This experience lead her to the realisation that getting to a nail salon was a real challenge for busy people like mums, professionals, shift workers and health conscious people. Iman decided to take the three things she wanted in a manicure service - convenience, style and health - to create Purely Polished. An on demand mobile manicure service delivering fresh, trendy and pure manicures to Sydney and Melbourne! Since starting in 2016, Purely Polished has expanded to include corporate, offices and events services. Enabling people around Australia access to healthy, luxurious and relaxing services delivered to them in their time, in their space, by top notch Nail Stylists. Since October 2018, Purely Polished has launched lash services and will continue to expand into more services and more locations!

Iman Davamoni CEO

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BRAND

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The Brand Personality

Brand Positioning and Personality For the beauty obsessed, Purely Polished is the at home beauty service that best delivers on first-class and luxurious pampering in the comfort of your own home.

Purely Polished aims to create a comfortable experience with attractive incentives for all their clients. Purely Polished branding expresses relaxed luxury, pampering, sophistication, elegance and strength. Purely Polished aims to target 35-55-year-olds through their branding.

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Logo introduction clear space Variations and Application on a background Logo aplication guidelines Correct logo placement

LOGO

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Logo introduction

Concept

Shape

The logo was designed with the luxurious nature of Purely Polished in mind. The simplicity of the logo ensures it is easily read and received as a beauty brand. The word “Purely” is deliberately placed on top of the word “Polished” with wider kerning to associate the brand with positive connotations. The two lines above and below the words, frame the logo and add visual interest. Previous versions of this logo reject these lines, which was ineffective. Black and white was chosen to represent the primary logo due to white’s association with purity and blacks association with luxury and sophistication.

The primary logo is presented in a circle which is contrasted against the sharp lines and punchy letters within it. The stylized logo emphasises these sharp lines further and can be used in collateral to break up any natural lines and shapes present.

Primary Logo

The primary logo is utilized for formal and recreational collateral elements as the main form of representation for the organisation. The stylized logo is utilised for collateral that the primary logo may not work aesthetically with and serves as a secondary representation of the organisation when the standard logo is already present in the design.

Stylized Logo

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Logo clear space Clear space The primary logo is to be used on all marketing and branding materials created by Purely Polished.

To maintain its position of prominence, the logo requires a minimum area of clear space around it. This clear space is equal to the height and width of the outside perimeter of both logo types.

The logo is not permitted to be stretched, cropped, rotated or to have an opacity less than 100%.

No element of the logo can be removed, nor can any graphical element be added. No graphical elements are allowed in the logos safe area. No graphic object or other text element may come within a surrounding 1/8� margin of both the standard and stylized logo. This is to preserve the singularity of each logo as a graphic, as well as text. In general, the logo should not be constrained in boxes or be placed extremely close to text or other design elements. Exceptions to this clear space may occur when the logo is used in materials of outside organizations. In such instances, the identity guidelines of the outside organization should be observed. Like all exceptions, these uses must be approved by Purely Polished.

Primary Logo

Secondary Logo

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Variations & Application on a background

Application The logo can only be and presented on colours that are of the colour palette. The logo is also allowed to be on approved patterns. A few examples are shown above.

Logo Application Guidelines

The minimum size is measured by the height of the icon, as illustrated.

24 pixels high

The logo should not be reproduced smaller than the specified minimum size, as doing so compromises its readability.

Print Minimum Size

.25 inches high

Screen Minimum Size

Logos

.25 inches high

As a general rule, the logo should not be wider than half the page width. Any exceptions must be approved by Purely Polished.

24 pixels high

Just as the logo should not be shown smaller than the minimum size, it should also not be made proportionally too large for its intended usage.

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Correct logo placement

Logo Placement The primary logo and secondary logo can be placed anywhere around the perimeter or centre of a publication depending on the size or orientation of the material being produced. This rule applies to all types of materials, from letterhead to brochures to business cards. Exceptions to this positioning may occur when the logo is used in materials of outside organizations. In such instances, the identity guidelines of the outside organization should be observed. Like all exceptions, these uses must be approved by Purely Polished.

Examples of Correct Placement

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Corporate font Main font Secondary fonts

TYPO GRAPHY

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Corporate font

Shree Devanagari 714 Font Choices The font Shree Devanagari 714 is to be used across all corporate branding. This completely sansserif typeface was chosen because of its simplicity and professionalism, resembling the nature of the organization.

Playfair Display can also be used across all branding as part of the typographic hierarchy. The stylised serif font provides an elegant balance to the rounder Shree Devanagari 714. The typeface includes five variations for diversity among marketing items.

Topaz and Smackover are used across social platforms and as part of some publications.

Shree Devanagari 714 Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890?!*+(.,) Shree Devanagari Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890?!*+(.,) Shree Devanagari Regular 0.5 stroke abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890?!*+(.,)

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Playfair Display (OTF) Playfair Display abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890?!*+(.,) Playfair Display abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890?!*+(.,) Playfair Display abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890?!*+(.,) Playfair Display abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890?!*+(.,) Playfair Display abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890?!*+(.,)

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Main font

Regular Italic Bold Bold Italic Black

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Topaz Topaz Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890?!*+(.,)

Smackover Smackover Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890?!*+(.,)

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Secondary fonts

Regular Regular Regular Regular

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COLOUR

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The primary colour system Colour system Black, red and white are the main colours utilised throughout the branding. These colours were chosen for consistent, successful printing as well as contrast and readability at any scale. Black and red are bold colours representing confidence and luxury, a striking combination designed to attract attention. White softens the two colours, introducing purity and light.

PANTONE cc231a C C 0 M83 Y 87 K 20 R 204 G 35 B 26

PANTONE Black 6 C C 12 M45 Y 89 K 43 R 67 G 87 B 14

PANTONE White C C 0 M0 Y 0 K 0 R 225 G 225 B 255

PANTONE cc231a C

PANTONE Black 6 C

PANTONE White C

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Logo colour system Logo colours The logo can be reproduced in either back, red or white depending on the collateral it is going on.

Logo / black

Logo / red

Logo / white

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The secondary colour system

Secondary colour system The secondary colour system for Purely Polished branding consists of a pastel pink, beige and olive green. This provides a contrast to the bright primary colour system chosen. These colours can be used on all colleterial and in conjunction with the primary colour system.

Commonly a feminine colour, pastel pink was selected for this colour system, to soften the primary colours and allows Purely Polished to transition into the new branding without noticeable changes.

Beige was also selected due to its association with relaxation and calmness while olive green symbolises peace, all qualities Purely Polished aligns with.

PANTONE 7606 C RGB (220,144,141) CMYK (0,35,36,14)

PANTONE 4755 C RGB (221,204,186) CMYK (0,8,16,13)

PANTONE 575 C RGB (112,130,57) CMYK (14,0,56,49

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Corporate Image

Subject, Composition and Tone Purely Polished corporate images include women and beauticians or the services they provide and should promote a sense of relaxed luxury.

Images should be clean and high quality at all times.

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Stationery Digital and Print Publications

Email Signature

Publications for Purely Polished can be designed at any size depending on its intended purpose.

Iman Davamoni Founder & CEO

The publication should stay true to the graphic standards of Purely Polished by utilizing the correct fonts, colours and grid systems as outlined on the following page.

iman@purelypolished.com.au 1300 517 078 / 0430 824 931 Sydney | Melbourne | Brisbane

http://www.purelypolished.com.au/

Business cards The business card is designed with 2 sides to showcase the logo variations. The dominant side includes the primary logo and slogan ‘Relaxed Luxury’. The primary logo is the focus and show be the biggest element on the dominant side. On the other side of the card, the secondary logo should be placed on the top left corner while the name of the individual should be positioned directly next to the logo, and contact details placed in the bottom left.

Letter Head

Sydney | Melbourne | Brisbane http://www.purelypolished.com.au/ I M A N

D A V A M O N I

Founder & CEO iman@purelypolished.com.au 1300 517 078 / 0430 824 931 PURELYPOLISHED.COM.AU

Stati onery

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Grid systems

The grid system The grid system ensures that all print and digital publications remain consist with Purely Polished branding. Guidelines around Purely Polished grids implement the four main grid systems, Manuscript, Column, Modular and Hierarchical grids, to ensure structure to the business.

Visualization Below is an example of a grid system that would be used to accommodate the information and visuals found in a print publication. As represented, the secondary logo is in the top right corner, the heading with the appropriate font in the top left and image towards the centre.

Purely Polished iconography is added in the bottom right corner for visual interest.

About Us Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis sollicitudin porttitor dolor, nec aliquam magna mollis ut. Pellentesque sollicitudin et enim sed placerat.

Donec in quam non mauris placerat ornare. Nam tincidunt nulla sit amet sapien tristique, vel lacinia dolor rhoncus. Integer id enim id ex venenatis commodo. Fusce ut semper orci.

Maecenas et auctor ligula, quis dictum magna. Sed fermentum tincidunt porttitor. Aenean arcu elit, suscipit vel posuere vitae, bibendum et ante. Aenean tincidunt sapien ut lorem porttitor, quis posuere ex pretium. Aliquam pretium placerat molestie. Nullam aliquam scelerisque felis, sit amet pharetra mi mattis sed.

Why Purely Polished? dolor, nec aliquam magna mollis ut. Pellentesque sollicitudin et enim sed placerat.

Donec in quam non mauris placerat ornare. Nam tincidunt nulla sit amet sapien tristique, vel lacinia dolor rhoncus. Integer id enim id ex venenatis commodo. Fusce ut semper orci. Maecenas et auctor ligula, quis dictum magna. Sed fermentum tincidunt porttitor. Aenean arcu elit, suscipit vel posuere vitae, bibendum et ante. Aenean tincidunt sapien ut lorem porttitor, quis posuere ex pretium. Aliquam pretium placerat molestie. Nullam aliquam scelerisque felis, sit amet pharetra mi mattis sed.

dolor, nec aliquam magna mollis ut. Pellentesque sollicitudin et enim sed placerat.

Donec in quam non mauris placerat ornare. Nam tincidunt nulla sit amet sapien tristique, vel lacinia dolor rhoncus. Integer id enim id ex venenatis commodo. Fusce ut semper orci. Maecenas et auctor ligula, quis dictum magna. Sed fermentum tincidunt porttitor. Aenean arcu elit, suscipit vel posuere vitae, bibendum et ante. Aenean tincidunt sapien ut lorem porttitor, quis posuere ex pretium. Aliquam pretium placerat molestie. Nullam aliquam scelerisque felis, sit amet pharetra mi mattis sed.

dolor, nec aliquam magna mollis ut. Pellentesque sollicitudin et enim sed placerat.

Donec in quam non mauris placerat ornare. Nam tincidunt nulla sit amet sapien tristique, vel lacinia dolor rhoncus. Integer id enim id ex venenatis commodo. Fusce ut semper orci. Maecenas et auctor ligula, quis dictum magna. Sed fermentum tincidunt porttitor. Aenean arcu elit, suscipit vel posuere vitae, bibendum et ante. Aenean tincidunt sapien ut lorem porttitor, quis posuere ex pretium. Aliquam pretium placerat molestie. Nullam aliquam scelerisque felis, sit amet pharetra mi mattis sed.

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Difeerent grid systems The above grid systems can be implemented across digital and print publications for variety and to accommodate information and visuals. Grid systems with more grids are best for content heavy publications while simpler grid systems are best for key information and images.

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Iconography & ILLUSTRATIONS

Icon Use

Numbers

Purely Polished uses various icons to create a visual hierarchy and to highlight important information. All icons can be shown on all print and digital publications and can be in any of the approved colours if required.

Numbers have been designed using the brands main font, Playfair Display due to its sophistication and stylised aesthetic.

These numbers can be used across publications that Purely Polished distributes, social accounts and emails.

Browser Icon Social Icons Social icons are used across Purely Polished social media accounts and appear in some publications in the correct brand colours for visual interest. All icons used should follow the same simple, illustrative style.

Key Illustrations Can be shown to stylise publications or social posts. Can be in any branding colour. Other variations of this illustrative style can be explored if needed.

Social Handles Social handle icons should appear on digital and print publications as the social media logo in white within a black circle. If needed, the circle can be presented in the brand colours.

ICONO GRAPHY

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CONTA

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Contact

Contact Us Website https://www.purelypolished.com.au/

Phone Number 1300 517 078

Email address hello@purelypolished.com.au

Rights Copyright Š 2020 by Purely Polished All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law.

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