Brand Book - 2019
Digital Brand Book
Meet Beauty by Earth
ABOUT GUIDELINES Here at Beauty by Earth, we’re devoted to pure, effective ingredients that overflow with natural goodness. Our award-winning, non-toxic and always cruelty-free products unleash your natural beauty while helping you, your family and the planet thrive. Why? Because we believe everyone deserves skincare products that bring out their best, without hidden toxins or ludicrous price tags.
TABLE OF CONTENT
GET TO KNOW OUR BRAND
PAGE 01
OUR COLORS
PAGE 05
OUR FONTS
PAGE 08
Get to Know Our Brand
Meet Beauty by Earth At Beauty by Earth, we’re all about protecting what we love: our bodies, our families, our communities, and our planet. It’s revolutionary, we know, but some things are worth fighting for. In everything, we strive to bring our best. WE’RE FUN
WE’RE OPTIMISTS
Silliness, laughter, emojis, animated gifs,
There’s plenty of negativity in the world
and snark—our everyday ingredients for
already. Our mantra at Beauty by Earth is
kindling laughter, engagement, interest,
positive optimism, always on the
and lasting relationshhips. We believe that
sunny side. We’re planet optimists too,
humor and levity are core human needs that
knowing that change happens with one
transform the narative. That’s why our HQ
person, one day at a time. That’s why we
never sees a dull day with so much positive
painstakingly source recyclable Kraft pack-
energy and joy flying around. (Watch your
aging and sustainable, organic ingredients
step. It’s catching!)
for our products. We pursue the good and aim at inspiring those around us to join
WE’RE REAL
the cause.
This isn’t your great-aunt’s soiree—no stuffy
WE’RE OPEN
manners or rigid social hurdles from us. At
We believe there’s far too much slight
BBE, we believe in real, authentic
of hand going on in the beauty industry.
relationships with our customers. Our brand
That’s why we focus so intently on giving
speaks with a casual, friendly manner and
our customers confidence through trans-
we strive to make all of ourcommunications
parent practices and easy-to-understand
fun, interesting, and most importantly,
ingredients clearly marked on every label.
readable.
No gilded garbage or masked boogies here. We’re likewise obsessed with
WE’RE GRITTY
helping our customers find answers to even the hardest, most obscure questions.
We’re a company of go-getters, worldchangers, iconoclasts, and innovators. We
WE’RE YODA
believe everyone should give their best and
Our customer is the hero in this story and
never give up. It’s about dedication, grit,
we’re the small, aged, jedi master
and the drive to get up every day, roll up
guiding her on her quest. We help our
our sleeves, and get at it, full-force.
customers navigate the treacherous space of the beauty industry without giving in to the toxic chemical-laden darkside.
Jenifer William
BRAND GUIDELINES
03. LOGO USAGE VERTICAL LOGO This is the perfered version of our logo. Please use this version whenever possible.
H O R I Z O N TA L LO G O ONLY use this version of the logo when necessary.
INVERTED LOGO Use when necessary for visibility.
ICON Use for top of emails, footer, and when the text of our logo is too small or hard to read.
04. LOGO CLEAR SPACE Give the logo some serious space! We maintain visual impact by, always allowing adequate white space around the BBE logo or Icon . It’s an integral part of our brand and should accordingly be front-and-center. Don’t
let other images, logos, text, or visual elements steal the limelight!
X/3
X
X/3
Beauty by Earth
Our Colors
BRAND GUIDELINES
OUR CORE COLOR PALETTE Sea Foam Green—or#33b679, as we lovingly think of it—is or main jam. We usually pair it with white to give our designs a bright, positive vibe. Sea Foam Green is also the color of our hyperlinks and buttons.
SEA FOAM GREEN
S I LV E R L I N I N G
CMYK: 72, 0, 34, 29
CMYK : 036 / 000 / 006 / 090
PANTONE : 2250
PANTONE: 5315
RGB 51, 182, 121
RGB: 221, 221, 221
HEX: #33b679
HEX: #DDDDDD
CHARCOAL
S V E LT
CMYK: 0, 0, 0, 87
CMYK : 0, 0, 0, 20
PANTONE : Black 3
PANTONE: Cool Gray 2
RGB: 34, 34, 34
RGB: 204, 204, 20
HEX: #222222
HEX: #CCCCCC
Beauty by Earth
BRAND GUIDELINES
OUR SECONDARY COLOR PALETTE Sea Foam Green—or#33b679, as we lovingly think of it—is or main jam. We usually pair it with white to give our designs a bright, positive vibe.
MYSTIC
BLUE EYES
CMYK: 0 / 72 / 30 / 0
GOLD FINCH CMYK : 0 /19 / 61 / 0
CMYK: 48 / 65 / 0 / 0
CMYK : 62 / 22 / 12 / 5
PANTONE : 1777
PANTONE: 1355
PANTONE : 2074
PANTONE: 4148
RGB 223, 105, 121
RGB: 239, 194, 108
RGB 148, 105, 167
RGB: 107, 154, 173
HEX: #DF6979
HEX: #EFC26C
HEX: #9469A7
HEX: #6B9AAD
BLUE SKIES CMYK: 25 / 0 / 0 / 0
LUCKY CHARMS CMYK : 55 / 0 / 45 / 0
PANTONE : 7457
PANTONE: 3385
RGB 192, 225, 232
RGB: 134, 199, 156
HEX: #C0E1E8
HEX: #86C79C
GREEN GRADIENT STARTS: #91D6AD
CORAL GRADIENT STARTS: #9B7AA3
BLUE GRADIENT STARTS: #C1DCES
PURPLE GRADIENT STARTS: #9B7AA3
STOPS: #33B679
STOPS: #7F3E8D
STOPS: #77A3B6
STOPS: #7F3E8D
CO R A L C A R N I VA L
OUR PRIMARY FONTS For headings, we primarily use Futura Medium & Northway script, depending on the requirements and style of the design.
Futura Medium ABCDFEGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^^&*()_+-? <> Futura Bold ABCDFEGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^^&*()_+-? <>
Our fonts
Tip: Futura’s “?” looks odd. Avoid using futura when you have a sentence requiring a question mark.
Northwell Script ABCDFEGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^^&*()_+-? <> Tip: This script is tightly packed and requires a bit of tracking (letter-spacing) to be properly legible. Make sure to add about 30-40 px space.
BRAND GUIDELINES
H1
This is how Futura H1looks
H1
This is how No rthwell H1 looks.
For the body text, we use the Avenir Font Family.
Avenir Book ABCDFEGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^^&*()_+-? <> Avenir Medium ABCDFEGHIJKLM abcdefghiklmopqrz 0123456789
P
Avenir Bold ABCDFEGHIJKLM abcdefghiklmopqrz 0123456789
“For a long time I used to go to bed early. Sometimes, when I had put out my candle, my eyes would close so quickly that I had not even time to say “I’m going to sleep.” And half an hour later the thought that it was time to go to sleep would awaken me; I would try to put away the book which, I imagined, was still in my hands, and to blow out the light; I had been thinking all the time, while I was asleep, of what I had just been reading, but my thoughts had run into a channel of their own, until I myself seemed actually to have become the subject of my book: a church, a quartet, the rivalry between François I and Charles V.” - Excerpt from Swann’s Way, by Marcel Proust
TEXT HIERARCHY
H1
I Heart Beauty by Earth!
H2
I Heart Beauty by Earth!
H3
I Heart Beauty by Earth!
H4
I Heart Beauty by Earth!
H5
I HEART BEAUTY BY EARTH!
H6
I HEART BEAUTY BY EARTH!
Beauty
P
by Earth
“For a long time I used to go to bed early. Sometimes, when I had put out my candle, my eyes would close so quickly that I had not even time to say ‘I’m going to sleep.’” - Excerpt from Swann’s Way, by Marcel Proust
Our Imagery
BRAND GUIDELINES
ICONS We use clean, outlined icons in svg whenever possible. Icons can be either charcoal gray or our brand, Sea Foam Green.
Beauty by Earth
BRAND GUIDELINES
IMAGERY Our images and videography is bright, positive, natural, and happy! We prefer lifestyle photos most of the time and product photos when applicable. Imagery should always start from a storytelling perspective. We prefer to use real, authenticlooking content and often defer for lifestyle photos to unsplash.com as a resource.
MOBILE DESIGN Our mobile design is easy to use and functional on all mobile devices . We use a clean design strategy thatâ&#x20AC;&#x2122;s simple and cohesive with our brand guidelines.
PHONE
Beauty by Earth
BRAND GUIDELINES
WEBSITE DESIGN Our website design is bright and clean with pops of our brand colors that is a breeze to navigate. We use graphics that tell a story about our product and emphasize natural beauty.
HOME PAGE
W E LOV E W H AT W E D O F O R F U RT H E R I N F O R M AT I O N P L E A S E C O N TAC T U S
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