Brand Identity Style Guide: 2022
Table of Contents I. Introduction................................................ 1-4 Project preview Design overview
II. Basic Elements......................................5-18 Color palettes Typefaces Logo Secondary Imagery
III. Stationery design............................19-26 Letterhead Envelope Business Card Folder CD & Cover
IV. Signage design................................ 27-44 Entrance Sign Indicational Sign Educational Sign Outdoor Sales Banner Directional Signage
V. Packaging design.............................45-52 Facial Serum Package Hand Cream Package Labels Mockups
VI. Merchandise...................................... 53-56 Facial Towels Crewneck Sweater
VII. Credit.....................................................57-60 Research Mockups/Photography
introduction
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Project Brief Design Overview
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Project Brief Project Summary:
Company Background:
Lathe will officially launch our fiveyear anniversary by updating our look and feel to better reflect who we are as a company. To achieve this new look we will need a new logo, color palette, type, merchandise, signage, and all other visual elements that contribute to our newly established brand identity. We want this new visual direction to be inclusive of all our customers we reach while also communicating our core values: transparency, self-improvement, refresh, revitalization, and growth.
Lathe is a company that is built on We have been in business for 5 years giving our customers the tools they need as a local skincare company. Until to better themselves. recently, we haven’t had the funds to better brand ourselves as the inclusive We are more than just a skincare brand, and transparent company we are. we want our customers to look good, In moving forward with a stronger and more importantly, feel good. That visual identity we hope to better is why it is important to create a visual root ourselves in the ideals that built identity that prioritizes the consumer. this company to what it is today.
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We are working to create products that help those who don’t have the time or mental energy to dedicate to themselves. Our first priority is how to make the consumer think of what’s best for themselves and their own self-care so that they can take the necessary steps to become who they want to be.
Design Overview Concept:
Design Strategy:
While moving forward we want a new look to better exemplify who we are, we do want to retain some of our original brand insights. Simplicity and optimism should be encouraged.
Our goal should be to create a brand that represents the company’s ideals. We want to communicate with customers that our product is something for everyone and that it is something that can be naturally integrated. into your daily routine.
The new brand image should be all inclusive in in imagery and it’s branding. Skincare is too often thought of as a product for female presenting people; our brand should encourage the use of skincare for all people without excluding our main audience.
Design Approaches: + Use gender-neutral colors (greens, yellows, greys, black, etc) + Avoid using too many saturated or commercial colors. + Use friendly (rounded) appealing shapes as more geometrical shapes are regarded as “too masculine”. + Avoid language in branding that is geared towards one specific gender + Actual packaging of the brand should use wood, glass, or plant fibers for the organic and natural feel.
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basic elements
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Color Palette Typefaces Logo Secondary Imagery
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Color Palette Brand Colors: Lathe’s brand identity relies heavily on the correct use of color throughout all our products and imagery. Our colors consist of a series of neutral green tones against a white background. The cream is used in conjunction with other colors to help separate elements pop out. It should be used sparingly. Introductions of new colors to the original palette is not allowed. Opacity may be modified in instances where readability is hampered; though other alternatives are encouraged before utilizing this option.
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#ffffff R255 G255 B255 C0 M0 Y0 K0
#5FF6c37 R95 G108 B55 C61 M40 Y92 K25
#273617 R39 G54 B23 C72 M52 Y89 K63
#fefadf R254 G250 B223 C1 M0 Y14 K0
clarity renewal balance simplicity 8
Typefaces Main Typeface:
Montserrat Alternatives Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ,.:;?!@+
As well as being used in our main logo, this type is primarily used in all our our brand imagery as the primary display type. The rounded edges give a safe and inviting feel without coming off as too feminine in our branding efforts.
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The rounded type is inviting but that does not mean it is to be over used. This type is mainly used for product names, text headings, and other primary display type examples. It should never be used as body copy.
Typefaces Secondary Typeface:
Neuton Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ,.:;?!@+
Neuton Regular is the type that gets a lot of heavy duty usage from the brand. Used as our primary body type, this typeface is regularly used across all our branding, packaging, and miscellaneous materials. Different type from within this type family may be used as the designers discretion. Keep in mind that the key to this type is it’s legibility.
This type is not a display type and should not be used in as such. It is a body type chosen for its legibility above all else. It is supplementary to the main display type when used in our branding. Refrain from solely using this type in our brand.
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Logo Symbol Description: 1
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1. Minimally graphic, this logo showcases an allusion to a shower head raining down the body of the logo which helps to showcase the clean, refreshed feel of the look. The first of the symbols used in conjunction with the type of a logo is meant to emulate a showerhead. 2. These lines running parallel to the “L” in “Lathe” are meant to represent water running down the logo itself. The very image of the brand itself partakes in the act of cleansing and revitalization. 3. The type is an altered version of Montserrat Alternatives; fittingly altered to resemble the more clean and transparent look that our brand is known for through the use of open letters.
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The colors used help represent the down to earth tone that fits draws in our client base and reminds them that Lathe Skincare is a natural brand meant for everyone.
Logo Black & White Logo/Ratio: x 2.6 x 1.1
x .23
x 4.5
x 3.23 x 7.54
x 6.45 x x3
x .48
x 2.5
x 11.9 12
Logo Master Logo:
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Logo Variations:
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Logo Restrictions: Do not: 1. Alter the height/width ratio on the orignal logo 2. Omit Element from the logo. 3. Rotate or flip the logo. 4. Rearrange elements of the logo
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1
2
3
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Logo Clear Space:
Minimum Scale: x
1.4” 1” x
x x
x
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Secondary Imagery Icons: Lathe Skincare also uses several icons throughout all our branding. The icons in question are all line based illustrations that are simple in nature-- much like the brand itself. The most consistent of these images that is used thoughout the branding is the triadic bubble shape, which is reminscent of the original three step skincare process. These icons may be used in conjunction with other designs. The only alteration that is allowed is the lowering of opacity for sake of managing legibility for text. Aside from that, Lathe Skincare asks that you do not change the core icons.
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Secondary Imagery Icons:
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stationary design
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Letterhead Envelope Business Card Folder CD & Cover
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Letterhead 8.5”
1.75”
1.6”
2.5”
11”
4”
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Envelope 9.5”
.75”
.9”
4.125”
1.5”
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Business Card 3.5”
1” 1.7”
.8”
2”
1.3”
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Folder
2.5”
12”
5”
9”
18” 24
CD & Cover 0.8”
1.75”
4.7”
4.7”
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1”
Mockup
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signage design
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Entrance Sign Indicational Sign Educational Sign Outdoor Sales Banner Directional Signage
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Entrance Sign
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4.5’
2.8’
4’
9’
5’
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Indicational Signs
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3.5’
1’
6.75’
9”
6’ Typical Retail Shelving
5’
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Educational Sign
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12”
6”
14”
6’ Retail Shelves
5’ 4’ distance from ground
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Outdoor Sales Banner
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2’
6’
5’
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Directional Signage
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4’ 3’
3’ 5’
2’
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2’
5’
5’
1.75’
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Mockups
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43
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packaging design
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Facial Serum Package Hand Cream Package Labels Mockups
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Facial Serum Package
6”
1” 47
2”
Hand Cream Package 3.5”
3.5”
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Labels
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Mockups
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51
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merchandise
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FacialTowel Face Towel Crewneck Sweater
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55
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credit
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Research Mockups/Photography
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Credit Research: https://www.cerave.com/about-cerave https://www.drunkelephant.com/pages/philosophy https://www.skinceuticals.com/history.html https://hatchedlondon.com/gender-neutral-branding-seeing-beyond-gender/ https://www.liendesign.com/blog/2020/11/9/the-rise-of-gender-neutral-branding
Mockups/Photography: https://unsplash.com/photos/gS_pSZHbWj4 https://unsplash.com/photos/f2ar0ltTvaI https://unsplash.com/photos/ACBJFlQXfxM https://www.phillymag.com/2019/10/15/heyday-philadelphia/ https://www.designsponge.com/2018/09/heyday-a-calm-california-cool-spot-for-facials-in-los-angeles.html https://unblast.com/free-minimal-dropper-packaging-mockup-psd/ https://zippypixels.com/product/mockups/apparel/free-towel-mockup/ https://zippypixels.com/product/mockups/apparel/free-crewneck-sweatshirt-mockup/ https://unblast.com/free-dropper-bottle-mockups-psd/
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Designed by: Erika Jasso erikakjasso@gmail.com