Skinplus Medspa Brand Identity & Guideline

BRAND GUIDELINE 2020

S K I N P L U S M E D S PA

S K I N P L U S M E D S PA

Contents

Logo Usage P.7

Color Usage P.15

Typography P.17

01 02

Photography Style P.21

Illustration Style P.26

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We celebrate natural beauty and believe everyone is beautiful in their own way.

S K I N P L U S M E D S PA

About Us

At skinplus medspa, our goal is to maintain your original beauty and physique and only enhance it so that you look like the best version of yourself; and maybe 10 years younger. Skinplus medspa provides a variety of personalized services to its clientiele to enhance their look and maintain youth. Whether you are looking for low cost noninvasive procedures, solutions for pigmentation, wrinkles or acne, or even looking to enhance certain facial features or your physique, we are the place for you.

Skinplus Medspa address all your skincare concerns, PLUS body, hair loss and sexual health needs. We are passionate about your satisfaction and strive to make you look as good as you feel.

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Owned and operated by physicians and certiďŹ ed professionals, we are committed to cleanliness, safety, comfort, and professionalism. Skinplus Medspa will serve as a sanitary location staffed with trained doctors where you can receive exceptional cosmetic procedures. Due to a lack of regulation in Ghana, many non-medically trained individuals are performing cosmetic procedures without proper education and experience. This poses medical risks and cosmetic unpredictability - two things you don’t want from a cosmetic procedure. Skinplus Medspa guarantees credentialed physicians who have immense attention-to-detail, patience, and passion for aesthetics.

Relax in our luxurious tranquil atmosphere and remain conďŹ dent in your skilled aesthetic doctor to get the job done right.

Visit Skinplus Medspa to rejuvenate your skin today.

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Vision

To provide nationwide

To improve the national

To saturate the West

access to safe, quality

standard of care and

African market with

cosmetic procedures in

safety regulations in the

exceptional minimally

a tranquil environment

Ghanaian cosmetic

invasive options in a

industry

sanitary luxurious environment

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Mission

Building accessible

Committed to the

luxurious medical

highest standard of

spas across Ghana for

Guaranteeing safe

cleanliness and

Prioritizing clientele

those seeking

quality cosmetic

safety of our

experience with

cosmetic or minimally

procedures from

medical spas for all

particular attention to

invasive procedures.

certified US trained

our clientele

detail to maximize

medical professionals

customer satisfaction

who are committed to enhancing your natural beauty

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0 1 LO G O U S AG E

Logo Usage

It is important that our branding remains consistent. Please obey the brand guidelines for consistent brand communication.

01

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0 1 LO G O U S AG E

Brand Logo W I T H O U T TAG L I N E

Our brand logo consist of a logomark, logotype and brand tagline. In most cases the brand logo either with or without the tagline shall be presented in all brand materials for consistency in brand communication. The logomark features the "SP" initials in a serif font. A "+" sign is included to emphasize the plus concept. The brand logo is designed to be simple, modern and uncomplicated.

The nature of the elements in the main logo should not be modiďŹ ed, recreated or transformed in any way. The logo shall never be streched and

W I T H TAG L I N E

should be resized proportionately so that they are legible at all times.

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0 1 LO G O U S AG E

Logo Variation

Logo variation provide different versions of the brand logo to be used for content and marketing materials depending on the format and the space

H O R I ZO N TA L LO G OT Y P E

available. Here are the logo variations that can be used for brand application.

H O R I ZO N TA L LO G OT Y P E + B R A N D TAG L I N E

V E RT I C A L LO G OT Y P E

V E RT I C A L LO G OT Y P E

+ B R A N D TAG L I N E

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0 1 LO G O U S AG E

Logomark

Submark

The logomark is constructed by combining the "S" and "P" initials. A "+"

Submarks are supporting decorative logos, designed to further enhance

sign is included to emphasize the plus concept. The logomark acts as the

and expand upon a brand’s identity. The submark combines the

identifying mark or symbol used to represent the brand. The brandmark is

logomark with the brand name, allowing for easier brand recognition.

ideal for social media avatars, stamps, wax seals, and stickers.

Submarks are ideal for ‘stamping’ on design materials as a way to add The nature of the elements in the logomark should not be changed or

additional branding to collateral that is more subtle. Submarks are

edited in any way. The logo shall never be streched and should be resized

also most ideal for social media as avatars as they work well within

proportionately so that they are legible at all times.

smaller settings.

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0 1 LO G O U S AG E

Clearspace

Clear space is the area surrounding the logo that must be kept free of any other graphic elements. This exclusion zone indicates the closest any other graphic element can be positioned in relation to the logo.

To ensure legibility and clarity, please do not scale the logo below the recommended size.

For brand logo with or without the brand tagline ,

For logomark or submark , the minimum

the minimum clearspace is determined by the

clearspace is determined by the height

height and width of the "P" from the logomark.

and width of the "P" from the logomark.

For horizontal & vertical logotype with or without the brand tagline , the

x

minimum clearspace is determined by the x-height as illustrated on the right.

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0 1 LO G O U S AG E

Minimum Size

To ensure legibility and clarity, please do not scale the logo below the recommended size.

The logo shall never be streched and should be resized proportionately so that they are legible at all times.

Minimum

Minimum

Width: 30mm

Width: 35mm

Minimum

Minimum

Minimum

Minimum

Width: 16mm

Width: 5mm

Width: 12mm

Width: 16mm P. 1 2

0 1 LO G O U S AG E

Logo Color Usage

Brand Guideline

The logo can be used in light color againts dark colored background or dark color againts light colored background.

Above illustrates the recommended color usage.

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0 1 LO G O U S AG E

Incorrect Usage

01

Do not rotate the logo

02

Do not compress or stretch the logo

03

Do not place elements within the logo clearspace

04

Do not rearrange parts or create compositions that are not provided in the guideline

05

Do not resize any part of the logo

06

Do not add unofďŹ cial elements in the logo

07

Do not use off-brand colors. Always refer to the color usage section

08

Do not add in special effects such as drop shadows or 3D effects

09

Do not use gradient

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0 2 C O LO R U S AG E

Color Usage

It is important that our branding remains consistent. Please obey the brand guidelines for consistent brand communication.

02

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0 2 C O LO R U S AG E

Brand Colors

DA R K G R E E N

OLIVE

B RO W N

SAND

GREY

CREAM

B L AC K

HEX 1F3D33

HEX 687A62

HEX 966241

HEX C5AD8D

HEX 74706D

HEX EFEDE8

HEX 231F20

CMYK 81 52 71 55

CMYK 60 38 64 16

CMYK 33 61 78 20

CMYK 24 30 47 0

CMYK 55 49 50 15

CMYK 5 4 7 0

CMYK 0 0 0 100

RGB 31 61 51

RGB 104 122 98

RGB 150 98 65

RGB 197 173 141

RGB 116 112 109

RGB 239 237 232

RGB 35 31 32

Our brand colors are dark green, olive, brown, sand, grey, cream & black.

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0 3 T Y P O G R A P H Y U S AG E

Typography Usage It is important that our branding remains consistent. Please obey the brand guidelines for consistent brand communication.

03

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0 3 T Y P O G R A P H Y U S AG E

Primary Typeface

Typography plays a large role in our brand identity.

Lora is the chosen primary font for the brand.

The sans serif typeface is used for Headers, titles and smaller exerts of text that require further emphasis.

We use the font in only 2 weight: Regular & Italic.

Lora Regular Lora Italic

ABCDEFGHIJKLMNOP QRSTUV W X YZ áâàäãåabcdefg hijklm nopqrstuv wxyz 1234567890 !@#$%^&*()+

ABCD https://fonts.google.com/specimen/Lora

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Secondary Typeface

Lato is the secondary typeface, we use the font in 3 weights: Light, Regular& Bold.

Lato is used for body copy and larger paragraph of text.

Within brand materials, Lato should appear smaller in scale in relation to Lora.

Lato Light Lato Regular Lato Bold

ABCDEFGHIJKLMNOP QRSTUVWXYZ áâàäãåabcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*()+

ABCD https://fonts.google.com/specimen/Lato

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0 3 T Y P O G R A P H Y U S AG E

Typographic Hierarchy

Heading with Lora Regular Lato regular is used for body copy. Lato light

Typographic hierarch is a system for organizing

can also be used when a slightly more delicate

type that establishes an order of importance. This

weight is needed. Lato Bold can be used to

allows for clarity, consistency and a legible

highlight or emphasize certain area of text.

hierarchy for all communications.

The heading above is Lora Regular.

“Lora Italic can be used for pull quotes.�

SUBHEADING TEXT B U T T O N S I N L AT O R E G U L A R

Heading with Lora Regular Lato regular is used for body copy. Lato light can also be used when a slightly more delicate weight is needed. The heading above is Lora Regular. The subheading is Lato Regular.

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Photography Style modern The imagery direction should portray our tone of voice accurately.

minimal elegant confident quality

04

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0 4 P H OTO G R A P H Y S T Y L E

Photography Style

modern minimal elegant confident quality

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modern minimal elegant confident

0 4 P H OTO G R A P H Y S T Y L E

Photography Style

quality

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Photography Style

modern minimal elegant confident quality

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Photography Style

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Illustration Style Our illustration style are minimal & modern.

05

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Illustration Style

modern minimal elegant

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Brand Pattern

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Brand Illustration

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BRAND GUIDELINE 2020 S K I N P L U S M E D S PA