BRAND IDENTITY STYLE GUIDE 2022
TABLE OF CONTENTS INTRODUCTION................................5 Project Preview Design Overview
BASIC ELEMENTS....................... 9 Color Palettes Typefaces Logo
Symbol description Black & White Logo + Ratio Master Logo Variations Restrictions Minimum clear space Minimum Scale
STATIONARY DESIGN.................21 Flat Design, Measurement Mockups Letterhead Envelope Business Card Folder CD+Cover
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SIGNAGE DESIGN..........................29 Flat Design, Dimension, Installation Guide Mockups Main Entrance Directional Sign Informational Sign Indicational Sign Educational Sign
PACKAGING DESIGN...................41 Flat Design Mockups Package Dieline Eyeshadow Palette
MERCHANDISE................................ 47 Mockups
CREDITS.............................................. 50 Sources
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INTRODUCTION Project Preview Design Overview
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INTRODUCTION PROJECT PREVIEW
Evolve beauty is a beauty company focusing on makeup and skincare established in 2019. This brand was created to empower individuals and make them feel fierce. To do so, we wanted to blend Y2k and Futuristic aesthetics to help deliver the message of the importance of accepting and embracing their past selves, present selves, and future selves. This is why our title is named “Evolve,” we want to emphasize the idea that by accepting and staying true to our past selves, present selves, and future selves, this would eventually represent who you are about to evolve in or in other words, grow into. Growth is very important whether it is growing as a person, as a creative, as a makeup artist, or even as small as in improving skin care habits. Growing and evolving is what would help our audience feel fierce. We really want to emphasize these ideas and we hope to help individuals feel this way when they see or use our products. You don’t see many beauty brands branching out and combining the two aesthetics of Y2k and Futuristic together which is part of the reason why we want to focus on combining the two to differentiate ourselves from other brands, while also sending out a positive message to our audience.
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DESIGN OVERVIEW
With the design and branding of Evolve beauty, we would like to focus on combining the two themes of Y2k and Futuristic. With this, I want the audience to be able to tell that it is a Y2k and Futuristic themed beauty line from first glance. In creating this brand, we will be creating and establishing a logo, color palette, type, signage, merchandise, stationary, and anything needed to ensure the success of this beauty brand. That way, the logo and brand identity will be easily recognizable and influential to the audience. The goal of our design is to give off the feeling of growth, fierceness, and confidence in oneself. This is why we chose to use a futuristic bold color scheme, a sphere, and rings for our iconography. The sphere is meant to represent the individual and the rings represent embrace. With both combined, it is supposed to look like the rings are embracing all parts of the sphere or in other words, “Embrace your past, present, and future.”
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BASIC ELEMENTS Color Palettes Typefaces Logo Symbol description Black & White Logo + Ratio Master Logo Variations Restrictions Minimum clear space Minimum Scale
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COLOR PALETTE PRIMARY COLORS
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Past Pink RGB: 242 155 194 CMYK: 1 49 0 0 HEX: #f29bc2
Pink symbolizes youth, love and playfulness. Embracing one’s past self is important in our branding which is why pink is used to represent embracing one’s past young self.
Electro RGB: 102 133 195 CMYK: 63 44 0 0 HEX: #6685c3
Purple symbolizes spiritual growth and bravery and Evolve is all about growth and evolving into something greater. We want to emit confidence to our audience and this color helps represent that.
SECONDARY COLORS
Chrome Grey RGB: 229 229 229 CMYK: 9 6 7 0 HEX: #e5e5e5
Grey represents neutrality and balance in color psychology. Evolve focuses on keeping balance between equally embracing one’s past, present and future self. This color helps keep the balance between the three.
Future White RGB: 255 255 255 CMYK: 0 0 0 0 HEX: #ffffff
We use white to symbolize the future. Many times we may not know what the future may hold but it is still important to hold the future close and embrace whatever it brings.
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TYPEFACES MAIN TYPEFACE
NEBULA
Nebula is a font created by typologic. It is labeled as a futuristic font inspired by science fiction movies and books. Nebula was chosen for Evolve to help give off the futuristic feel that we are going for. Nebula’s uppercase and lowercase letters are closely similar, however evolve mainly uses the uppercase letters. Nebula is mainly used for title headings.
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 . , : ; ? ! 12
SECONDARY TYPEFACE
ARTIFAKT ELEMENT
Artifakt element is a typeface created by Erik Spiekermann specifically for Autodesk. We use Artifakt Element regular or bold as a much more simpler and technical typeface to compliment our main typeface, Nebula. Artifakt Element may be used for subheadings and body text.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890.,:;?! ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890.,:;?! 13
LOGO SYMBOL DESCRIPTION 1 2
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Circle
The circle in the middle represents the individual as whole. The circle is a cycle composed of one’s past, present, and future self
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Rings
The rings represent embrace which is a crucial word in our branding and tagline. It is purple to represent growth and confidence.
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Logo
As a whole, combining the elements is supposed to represent the rings embracing all parts of the circle, or in other words “Embrace your past, present, and future self.”
BLACK/WHITE & RATIO
x 5.66
x 4.33
x4
x 0.3 x x9
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LOGO MASTER LOGO
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VARIATIONS
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LOGO RESTRICTIONS
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Do not rotate or flip our logo
Do not distort, squish, or stretch our logo in any way.
Do not recolor our logo outside the color scheme
Do not rearrange elements of our logo outside our variations
CLEAR SPACE & MINIMUM SCALE x
x
x
x x
0.4026”
0.653 ”
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STATIONARY DESIGN Flat Design + Measurement Mockups Letterhead Envelope Business Card Folder CD+Cover
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STATIONARY LETTERHEAD 8.5” 0.44”
0.4”
9.3”
6.83”
11”
0.47”
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ENVELOPE 9.5” 0.36”
4.125”
0.45”
6.03”
0.43”
1.59”
2.15” 0.6”
1”
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STATIONARY BUSINESS CARD 3.5” 0.8”
2”
1.71” 0.22”
0.22”
0.12”
1.4” 1.76”
0.16”
2.63” 0.28”
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FOLDER 0.62”
4.34”
12”
2.47”
9”
4” 0.84” 18”
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STATIONARY CD + COVER
4.7”
0.8”
4.7”
1.9”
0.42”
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0.31”
MOCKUPS
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SIGNAGE DESIGN Flat Design + Dimension + Installation guides Mockups Main Entrance Directional Sign Informational Sign Indicational Sign Educational Sign
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SIGNAGE DESIGN MAIN ENTRANCE 2.6’
2’
1.70’
3.5’ from model’s head
Sign is 8’ above the ground Model Height: 5’6”
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MAIN ENTRANCE MOCKUP
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SIGNAGE DESIGN DIRECTIONAL SIGN 2.693283333’
Model Height: 5’6”
2’
5’10” from ground to the top of the sign 3’10” above the ground
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DIRECTIONAL MOCKUP
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SIGNAGE DESIGN INFORMATIONAL SIGN 3.5’
Model Height: 5’6”
5.5’
1.5’
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7’
INFORMATIONAL SIGN MOCKUP
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SIGNAGE DESIGN EDUCATIONAL SIGN 2.75’
Model Height: 5’6”
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3.75’
4.5’
EDUCATIONAL SIGN MOCKUP
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SIGNAGE DESIGN INDICATIONAL SIGN 11.8”
1.5’
2’ from model’s head
7.5’ from the ground
Model Height: 5’6”
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8.483’ from the ground to the top of the sign
INDICATIONAL SIGN MOCKUP
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PACKAGE DESIGN Flat designs Mockups
Package Dieline Eyeshadow Palette
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PACKAGING DESIGN PACKAGE DIELINE 7.25”
3.9”
0.91”
0.33” 0.51” 0.91”
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MOCKUPS
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PACKAGING DESIGN EYESHADOW PALETTE 9”
5”
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MOCKUPS
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MERCHANDISE Mockups
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MERCHANDISE FACIAL SOAP
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LIPSTICK & POWDER HIGHLIGHT
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CREDITS: MOCKUPS MAIN ENTRANCE
SOAP
DIRECTIONAL
EYESHADOW
INFORMATIONAL
makeup
https://www.rawpixel.com/ image/534821/free-psd-bakerymockup-logo https://www.freepik.com/freepsd/elevators-mockup-lowangle-view_21969727.htm https://designhooks.com/freebies/free-outdoor-advertising-signage-psd-mockup/
PACKAGE
https://psfiles.com/slim-rectangle-packaging-paper-box-mockup-psd-for-free/
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https://dribbble.com/tags/ free_soap_mockup
https://www.freepik.com/freepsd/eyeshadow-palette-mockup_17891185.htm https://mockupfree.co/ product/free-psd-cosmeticscene-creator-mockuptemplate
CREDITS: IMAGES DIVIDERS
https://ritueldefille.com/
EDUCATIONAL SIGN
https://people.com/style/ulta-beauty-shops-open-at-target/
INDICATIONAL SIGN
https://www.thestreet.com/investing/ulta-beauty-sharesplunge-15072441
INFORMATIONAL SIGN
https://wallpaperaccess.com/white-brick-desktopplunge-15072441
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EVOLVE 521 5th Ave St, New York, NY 10175 (702) 592-1680
Designed by Mary Nelle Garcia
evolve.com
marynelle2@gmail.com