ILC_Brand_Guidelines_May2014

2I Love Cosmetics Brand Identity Guidelines Our Visual Style
contents

what’s in here?what’s in here?
3I Love Cosmetics Brand Identity Guidelines Contents
1. ABOUT OUR BRAND..........................P.5
1.1 Message from MD
1.2 The Big Idea
1.3 Who Are We?
1.4 OurVision
1.5 Our Mission
1.6 OurValues & Beliefs
7. legal....................................................P.59
7.1 Company Name
8. contact.............................................P.61
2. VISUAL STYLE...............................P.12
2.1 Signature
2.2 Logo
2.2.1 Size & Space
2.2.2 Incorrect Usage
2.3 Tagline
2.3.1 Size & Space
2.4 Colour Palette
2.4.1 Tints
2.5 Typography
2.6 Heart-burst Graphic
2.6.2 Example of Usage
2.7 Graphic Devices
2.7.1 Example of Usage
2.8 Iconography
3. BUSINESS COMMUNICATION.....P.30
3.1 Presentations
3.2 Stationery
3.3 Email Signatures
4. MARKETING MATERIAL................P.35
4.1 Tone ofVoice
4.2 Photography
4.2.1 Compositions
4.3 Layouts & Grids
4.3.1 Application
4.3.3 Examples of Usage
4.4 Presentations
6. Merchandising.............................P.50
6.1 Planograms
6.2 In-Store Merchandising
6.3 Incorrect Merchandising
6.4 Events & Tradeshows
6.5 Branded Merchandise
5. DIGITAL MARKETING.....................P.45
5.1 Website
5.2 Visual Style
5.21 Website & Banners
5.3 Social Media
lots of important stuff!

4I Love Cosmetics Brand Identity Guidelines Contents
how to use our guidelineshow to use our guidelines[A Couple of Hints and Tips]
This guide aims to helpyou:
Understand our goals
‘About our Brand’ sections provide key information regarding the strategy,
messaging, and architecture that organize and drive us as a company.
Learn ourvisual tools
The ‘Visual Style’ section describes how to use all aspects of our branding.
Everyone should understand the overarching visual system as well as the
specific part that applies to your division, business unit, program, etc.
Identify what is needed
The visual tools and applications in these guidelines are designed for a range
of user types. First, select the application you are creating and then identify
the corresponding user level that is required for that application type.
Our brand identity guidelines have been constructed to outline the preferred
methods of use when working with our brand and provides you with examples
of good practice using the brand elements.
1.1

about our brand
1

welcome
6I Love Cosmetics Brand Identity Guidelines About our Brand
welcomeWe are incredibly passionate about our brand but we
don’t take ourselves too seriously. We aren’t preaching
about world peace but we are focused on bringing a
little piece of happiness into our customers lives.
The team at I Love are like one big happy family,
everyone you speak to here will tell you that it is a great
place to work: we get things done, we have a laugh and
this helps us to come up with some of our best ideas.
The following pages explain a little more about our
story, the values that we cherish and what this
means for our team, our customers and our consumers.
James Brown
Creative Mastermind & Managing Director
1.1

the big idea
the big idea
Back in 2008 , talented product
designer and fragrance marketeer
James Brown had an idea.
Using his head for business and his
extraordinary nose for scent, James
set out to create an exciting new
bath, bodyand beauty brand.
fantastic idea
whoo hoo!
creative
mastermind
[Where it all Started!]
1.2

so...who are we?so...who are we?
I Love is a bath, body and beauty brand that lovingly creates
the most gorgeous, deliciously scented products in the World!
All of our products are bursting full of ideas, inspiration and happiness. They are fun and sensuous
and all encapsulate the most memorable, delicious and delectable scents that magically transport the user to
a different place, evoking powerful memories and injecting a little piece of happiness into our customers lives.
Creativity is the lifeblood for the brand and the key to our success is to continually enhancement of our
fragrance and product portfolio constantly refreshing our assortment to inspire and excite our customer!
happy
creative
passionate
fun
exciting
1.3

2I Love Cosmetics Brand Identity Guidelines Our Visual Style 2I Love Cosmetics Brand Identity Guidelines About our Brand
OURVISION:
Weloveto
makeyou
smile!
1.4

2I Love Cosmetics Brand Identity Guidelines About our BrandI Love Cosmetics Brand Identity Guidelines About our Brand
OURmissioN:
Weexisttocreateandbuild
happybrandsOur brandsare designedto enrich consumers’ lives
withthe mostamazingvalue, quality, performance;
withatwistoffun loving styleand personality.
1.5

OURvalues&beliefs:
Wearepassionatepeople.
Wefaceourchallengestogether.
Wearerelationshipbuilders.
Weaddvaluetoourpartners.
Weloveourcustomers.
Weallworkhard.
Wehavefunandlotsofit.
Wearetheconvertersofhappy.
Weareunique.
WeareILove.
1.6

visual style
2

our signatureour signature
Signature
brandmark
tagline
logo
2.1

our logoour logo
Our logo is a very valuable asset and must be treated with love! It is
used on all brand relevant publication and communication material.
It can appear in either black or white but must always remain prominent.
how we look
on colour
our lovely
logo
2.2

our logo
It will sometimes be necessary to increase and
decrease our logo size depending on the available area.
The clearance space surrounding our logo should equal
the height of the mid-size heart as shown below.
Always keep it in proportion and ensure it is legible!
our logo[Size & Space]
clearance space
make sure you
can see me
2.2.1

I love...
incorrect usageincorrect usage
It is important that the appearance of our
logo remains consistent. It should not be
misinterpreted, modified or added to.
Correct usage
Never stretch or squash the logo vertically.
Never change the spacing between the
letters of the logo.
Never change the font of the logo.
The brandmark and logo must
never be separated
Never stretch or squash the logo horizontally.
Never skew or distort the logo. Never change the heart devices.
Never change the colour of the logo.
Always use it in black or white.
no love
for these
we love this
2.2.2

our tagline
These four simple words are just as important as our
logo. They sum up the benefits of our products whilst
strengthening and reinforcing our entire brand essence.
Our tagline generally appears in either black or white
as shown. On promotional material, it may appear in
colours from our colour palette.
our tagline
our four
favourite words!
colourful
tagline
2.3

our tagline
our tagline
It can be used with the logo as a signature or alone as
a statement representing the brand. When appearing
with the logo, the slogan must always be underneath
and the full width of the logo so that they align.
The clearance space surrounding our tagline equals the
height of the ‘f’.
[Size & Space]
fullwidth of logo
clearance space
2.3.1

smell delicious feel delicious
It is important that the appearance
of our tagline remains consistent.
It should not be misinterpreted,
rewritten, adjusted or added to.
It should only be reproduced from the
artwork provided.
Never change the spacing between the letters
of the tagline.
Never change the font of the tagline.
Never change the spacing between the letters
of the tagline.
Never stretch or squash the tagline vertically.
Never stretch or squash the tagline
horizontally.
Never change the heart graphic.
Never change the colour of the tagline . Always
use it in black or white.
Correct Usage
we love this
no love
for these
2.3.2

our colour palette
C 0 M 55 Y22 K 0
R 201 G 230 B 250
C0 M 48 Y95 K 0
R 244 G 151 B 18
C 25 M 2 Y0 K 0
R 201 G 230 B 250
C0 M 100 Y43 K 19
R 196 G 1 B 75
C50 M 0 Y100 K 0
R 149 G 193 B 31
C 0 M 9 Y 45 K 0
R 255 G 231 B 162
C90 M 57 Y0 K 0
R 12 G 101 B 175
C0 M 25 Y100 K 37
R 179 G 141 B 0
C 0 M 100 Y68 K 0
R 228 G 0 B 60
C0 M 53 Y100 K 0
R 242 G 140 B 0
Mint Choc Chip
C 100 M 0 Y59 K 0
R 0 G 153 B 132
C 0 M 69 Y34 K5
R 229 G 107 B 124
C 0 M 29 Y91 K 0
R 252 G 189 B 27
C 0 M 29 Y91 K 0
R 252 G 189 B 27
I LOVE
C0 M 100 Y38 K 3
R 244 G 0 B 91
core
brand colour
Our colours are what give us our personality. We are bright, bold,
cheerful and confident and our fun, vibrant colours strengthen this.
Our core brand colour should be used for all general communications
such as advertising, POS and marketing tools.
The secondary colour palette complements our flavour variants and
can be used to embellish our designs. We like our communications to
be colourful but be mindful not to detract from important imagery and
information.
Colour is a key element to our designs
and so it is important that Pantone
colours are used in print to provide
the maximum consistence across our
product ranges and marketing tools. In
instances where this is not possible, we
have created optimised CMYK values.
our colour palette[Primary & Secondary colours]
2.4

our colour paletteour colour palette[Making one colour...more!]
Sometimes it is necessary to use a lower
percentage intensity of colours from
our colour palette to create contrast.
Always ensure the graphic and/or text
is visible at a lower colour intensity.
100%
80%
40%
60%
20%
the shades
of our heart
2.4.1

typographytypography
title
typeface
Andes Condensed
PrimaryTypeface
This should be used for body copy in all
business communication materials.
Pacifico
TITLE Typeface
Use this sparingly for one or two word titles
and decorative text. Never use for body copy.
On packaging, the flavour or name should
always appear in Pacifico.
abcdefghijklmnopqrstuvwxyz
1234567890
Aa
1234567890
Aa
We have specific font families we use for our branding,
each with its own specific use and purpose.
The two typefaces shown on this page are our primary
and title typefaces. These are generally used for all
advertising, marketing and digital material.
2.5

typographytypography
Sometimes two fonts just aren’t enough!
Our consumers need to understand our
products so we should ensure the copy
used is clear, concise and legible. We use
alternative typefaces to ensure clarity.
Examples where you might use these
fonts are; our product information, our
corporate documents and publication.
1234567890
1234567890
Aa
Aa
New Century Schoolbook
SECONDARYTypeface
New Century Schoolbook is our secondary typeface.
On packaging, the product description and body copy
should always appear in New Century Schoolbook.
Century725 Blk Bt
TertiaryTypeface
Use for mid-length titles as Pacifico is not always legible.
On packaging, the product blurb should always appear in
Century725 Blk BT.
secondary
typeface
tertiary
typeface
2.5

our heart-burstour heart-burst
Our primary graphic is our heart-burst. The heart-burst
is primarily used on packaging but may also be used to
embellish our marketing materials and memorabilia.
It can be used on its own in any single colour from our
colour palette.
Our logo may be also used with our heart-burst graphic.
Within this graphic, the logo only appears in white.
our lovely
heart-burst
different colours
[Our Favourite Graphic]
2.6

don’t break our
hearts!
It is important that the appearance of
our heart-burst remains consistent.
It should not be misinterpreted, modified
or added to.
Never change the transparency
settings of the heart-burst
Never stretch or squash the
heart-burst horizontally
Never stretch or squash the
heart-burst vertically
we love these
Correct Usage
Lorem ipsum dolor sit amet,
consectetur adipiscing elit. Cras
luctus massa eu iaculis rhoncus.
Quisque eu urna nec erat tincidunt
iaculis. Cras sed auctor ante.
Never change the colour of the logo Never distort the heart-burst Avoid excessive copy
2.6.1

heart-burst
in action
example of usageexample of usage
I Love... OfficialWebsiteI Love...Product Packaging
On this page are different examples of uses
for our heart-burst online and in print production.
2.6.2

graphic devicesgraphic devices
Doodles reinforce our fun brand identity and
beautifully embellish our advertising material.
The arrows should be used to highlight
product benefits and important information.
The heart can also be used as a graphic
device. Use sparsely with the doodles to
embellish advertising material. They can
appear in any colour from our colour palette.
The heart bubble graphic should be used as a
footer on all corporate documents.
[Doodles and fun stuff]
2.7

example of usageexample of usage
In the below visual, you can see how our graphic devices have been
used to highlight the products’ benefits and decorate the graphic.
2.7.1

iconographyiconography
Icons are to be used on all corporate documents to indicate contact details.
The social media icons are the property of the relevant brands and must
not be altered in any way. These are the most current icons and may
only be used when directing the audience to our social media pages.
Do not use incorrect
social media graphics.
Do not change colour of
social media icons
If you need to use icons
on a coloured background,
use only in white.
[Icons & Usage]
incorrect
colours
incorrect
graphics
corporate contact icons
Website & Social media contact icons
2.8

communication
business
3

31I Love Cosmetics Brand Identity Guidelines Business Communications
presentationspresentations
All corporate presentations should follow the same template.
The heart footer should appear on every slide.
All corporate presentations should begin with the same
introductory slide.
introductory slide title slide main slide
Mr. James Brown
The Creative Mastermind
aka Managing Director
M : +44 (0) 777 621 2325 E : james@ilove.eu.com
A : I Love HQ, 8 Brindley Road, City Park, Old Trafford, Manchester, M16 9HQ, UK.
T : +44 (0) 161 855 3777 F : +44 (0) 161 872 0580
W : www.ilovecosmetics.eu
3.1

stationery
All stationery must consist of the iconic I Love brand elements.
This includes the logo, tagline and love heart footer.
letterhead
envelope front
envelope back
stationery
3.2

stationerystationery
compliments slip
business card
front
Mr. James Brown
The Creative Mastermind
aka Managing Director
M : +44 (0) 777 621 2325 E : james@ilove.eu.com
A : I Love HQ, 8 Brindley Road, City Park, Old Trafford, Manchester, M16 9HQ, UK.
T : +44 (0) 161 855 3777 F : +44 (0) 161 872 0580
W : www.ilovecosmetics.eu
business card
back
3.2

Our fun personality is reflected in our I Love nicknames. These may
be included in email signatures where appropriate. If inappropriate,
a more formal email signature may be used.
email signaturesemail signatures
fun nicknames!
3.3

marketing material
4

36I Love Cosmetics Brand Identity Guidelines Marketing Material
tone of voicetone of voice
WE ARE:
Punchy, inspiring and exciting!
Young, fun and friendly!
Playful and quirky - but mindful
of our multi-ethnic audiences.
Consistent - yet adaptable to
different audiences and environments
Human - We have a personality and we
are not afraid to show it!
OUR 3 GOLDEN RULES
Keep it short
Our products speak for themselves so we
don’t need to over-do the content.
Keep it simple
Our tone and content is one that everyone
understands.
Keeping it real
Our content is authentic, meaningful and
we always keep our promises.
[Our Personality]
Dialogue is a vital part of our brand - we don’t like to talk at people, we like to listen
We have ENTHUSIASM and PASSION about our desire to discover the most amazing scents for our products!
punchy
inspiring
passionate
fun
playful
4.1

photographyphotography[Product Shots]
As a visual brand, it is important to use photography for our POS,
advertising and marketing tools.
All products have a creative ‘hero’ shot featuring props and a
standard pack shot, where the product stands alone.
The creative shots should be used in all promotional material where
possible. The props may be removed where necessary. The standard
shots are used commercially.
We have usage rights on all our photography. The full range can be accessed via our online brand bank. Please contact us for your personalised user-name and password.
standard shotcreative shot
4.2

photographyphotography[Compositions]
creative
compositions
4.2.1

15mm margin
3mm bleed
layouts & gridslayouts & grids
For all promotional and marketing material, a general
template should be used.
Our logo needs to appear legible on all publications and
at a proportionate size to the space available.
High resolution product imagery generally takes prime place
in all publications accompanied by copy where necessary.
Please note that press formats may vary. It is essential
that print specifications are obtained for each advertisement
before the artwork is produced.
Pictured is a suggested layout and grid template for basic A4
advertising publications.
5mm gutter
centralised
product imagery
Logo
tagline
social media
contact info
example of
layout
[Advertising]
4.3

applicationapplication
LOGO
Our logo must appear on all marketing material. It is
generally applied in the top left of all communication
material, but where necessary may be centralised.
COLOURS
Coloured backgrounds using only the colours selected from
our palette may be used for promotional material and graphic
communications. The use of colour creates strong, bold and
fresh designs, allowing the product imagery to speak volumes.
This is only suitable in cases where strong visuals are
necessary (POS, digital media etc) ensuring the body copy
is sparse. The colour should be complementary to the product
imagery and applied sparingly to avoid colour clashing.
For promotional material consisting of denser copy, it may
be more suitable to use a white background for clarity,
embellished with our graphic elements.
IMAGERY
Our product imagery should be used for all promotional material.
When placed on a coloured background, the image must have
a clipping path to avoid unsightly white backgrounds.
Graphic devices can be used to embellish our publications.
fall in love with
bold, fresh
colours
strong visuals
[Advertising]
4.3.1

incorrect usageincorrect usage It is important that the appearance of our
promotional material remains consistent.
All photography must be to a professional
standard and all designs should be produced
from the artwork and imagery provided.
colour not from
our palette
image remains on
white background
logo not in proportion
incorrect photography
no contact or
social media details
no love
for these
[Advertising]
4.3.2

examples of usageexamples of usage
in-store
header board
press release
Below are examples of creative marketing material.
Layout, copy and imagery usage are dependent on the
line of communication and environment.
[Advertising]
4.3.3

refreshing
new look
gorgeous new
products
same
scrumptious
smells
examples of usageexamples of usage
On this page are examples of
creative marketing material.
Layout, copy and imagery
usage are dependent on the
line of communication and
environment.
printed invites
for shows
advertising
in-store
light box graphic
[Advertising]
4.3.3

presentationspresentations
Presentations for sales and non-corporate purposes allow us to
be more creative with our delivery. Our graphic devices and bright
colour palette are used to bring life to information and visually
excite and engage the reader.
beautiful
background
4.4

digital marketing
5

46I Love Cosmetics Brand Identity Guidelines Digital Marketing
websitewebsite[Graphic Communications]
Our website is focused on consumer
engagement and user experience.
This is where our customers come to find
out more about our amazing products,
with the option to purchase via our
ecommerce website.
It is important to maintain ease of
product information sourcing and online
purchasing.
our lovely homepage
web banners
ecommerce link
hero product information
social media engagement
store locater
5.1

visual stylevisual style
Our online visual style is colourful, exciting and eye-catching.
We like to captivate our audience using strong graphics and
visuals, vowing never to be ‘boring’ in our communication.
We prefer using images, pictures, colours with minimal text
to organise information and communicate with others via
our website and social media platforms.
On this page are some examples of interactive communication
graphics designed exclusively for I Love. These have been used
for our e-shots and social media sites.
interactive
e-shots
bright & beautiful fun imagery
[Our Look Online]
5.2

The visual style of our website must remain consistent, ensuring all
communication elements are eye-catching, bold and enticing to the viewer.
During promotional periods, our campaigns are advertised through
interchangeable web banners. We allow the opportunity for creative
freedom and in these cases only, the I Love logo does not need to be used.
Due to the lack of logo, they must follow the same visual style and use product
imagery to ensure they are instantly recognisable as I Love branded graphics.
[Website & Banners]
web banners
visual stylevisual style
5.2.1

social mediasocial media
Our online social media presence is important to us. It is a way
for our customers and consumers to interact with us on a personal
level, and for us to personify I Love in a unique and individual way.
We benefit from using social media platforms to engage the
audience in current events and news as well as to build ongoing
social relationships with our fans and followers.
We adapt our online graphic communications for social media and
use images to strengthen our posts and captivate our audience.
KEY CHARACTERISTICS:
Be friendly, approachable and responsive
Use inclusive language (us, we, you)
Talk like a person, not a machine or a press release
Be honest; don’t feign omniscience
Be expressive, when appropriate. (“Cool!” “Great news!”)
Encourage feedback about us and our products
Find opportunities to naturally build engagement hooks
into posts
We have a personality! This should show throughout
all our communication.
[Content Overview]
TWITTER
Twitter keeps our audience updated on the here and now
developments at I Love. Topics and trending conversations
are constantly changing and it is important we remain
fresh and relevant. For instant news, we should always
use Twitter. It’s less about social connections and more
about staying informed.
We hashtag our posts according to the campaigns we
are running and pay particular attention to the ongoing
trending subjects that relate to our business.
#SHARETHELOVE
Our competitions are run through Twitter, adhering
to pre-planned strategies for immediate and effective
engagement and participation.
Always keep posts relevant to our brand.
FACEBOOK
Facebook is our social relationship builder and content on
our page is timeless. We use Facebook to engage with our
fans and followers on a personal level and enable us to share
information that is useful and interesting.
We share our images and videos via Facebook and actively
encourage our customers and potential customers to share
their I Love related images and stories with us.
Always keep posts relevant to our brand.
share the love
making friends
5.3

merchandising
6

51I Love Cosmetics Brand Identity Guidelines Merchandising
planogramsplanograms A planogram is one of the best merchandising tools for presenting our products to the customer.
Planograms are used as a suggested shelf presentation for our product assortment in order to
maximise shelf presence and create visual appeal. These will generally consist of our best-selling
skus and our all year round gift line up.
The consumer’s eye is drawn to colour so we like to increase our visual intensity through colour
with our products merchandised in flavour order.
hero products
eye-line with customer
colour journey
6.1

in-store merchandisingin-store merchandising[POS & Advertising]
Point of sale (POS) artwork should be
produced following our visual style guide
ensuring it is eye-catching, branded and
relevant to the products on offer.
See below examples of an in-store branded
header and a light box graphic in situ.
lovely header
in-store
light box
6.2.

We create in-store brand theatre through
visually appealing displays ensuring our
products are merchandised together and
not segmented.
This creates an appealing environment to
shop the brand and capture the consumer
through consistency and excitement.
in-store merchandisingin-store merchandising[Brand Theatre]
merchandising
by colour
exciting displays
6.2

Our 4-tiered, branded, cake stands are the perfect
merchandising tool to display our products.
The 360 degrees shopping experience creates a
unique in-store theatre delivering the perfect branded
environment to replicate fun, fragrance and frivolity.
The cake-stand layout contols product placement
with structured segments displaying all products by
colour and product.
[Cake-stands]
in-store merchandisingin-store merchandising
we love our
cake-stands!
display by colour
6.2.

FREE STANDING DISPLAY UNITS
(FSDU’s)
FSDU’s are a fantastic addition to
merchandise our products.
If you design your own FSDU, please
follow the visual style guide within
this document and use only approved
imagery, graphics and copy.
Thought should be given to product
weights and stability on the shelf.
Smaller items such as lip balms, lip
glosses and hand creams may require
a secondary display unit.
in-store merchandisingin-store merchandising[FSDU’s]
core products
secondary
display unit
6.2

incorrect merchandisingincorrect merchandising
It is important our brand is merchandised
to its optimum potential. Please avoid:
Branding incorrectly
Merchandising by product type rather
than fragrance and colour assortment
Unsuitable photography
Inappropriate or irrelevant copy
no love
for these
6.3

events & tradeshowsevents & tradeshows
When exhibiting at events and tradeshows, we
endeavour to create a clean, in-store environment
to showcase our products to optimum potential.
We like to use branded displays and signage to
create a visually appealing space that captures
the esscence of the brand. fun environment beautiful displays
6.4

summer
lovin’
branded merchandisebranded merchandise[GWP & I Love Branded Products]
The heart of the brand is the I Love ‘heart’!
Our gifts with purchase (GWP’s) and branded
merchandise are relevant to our brand, fun and
appealing to our audience. The logo and slogan
should always be applied.
The heart shape should be utilised where
possible across all products.
the key to
my heart!
shop til’
you drop!
6.5

Primary use
For use in all building signage
and marketing communications:
I Love Cosmetics
Secondary USE
For all legal references:
I Love Cosmetics Limited
Incorrect
I Love
ILC
I Love (R) Inc.
I Love Cosmetics Brand Identity Guidelines Legal
company namecompany name
When using the company name, please follow the guidelines below:
7.1
60
we like this
we love this we don’t
like these

61I Love Cosmetics Brand Identity Guidelines Contact
who to contactwho to contact
ACCESS TO BRAND BANK
For access to the I Love Cosmetics brand bank containing all brand assets
and imagery, please contact us directly. We will be able to issue you with
your own username and password allowing ease of use for obtaining
necessary components.
Brand Bank Access: https://clients.ilovecosmetics.eu
APPROVALS
All designs and copywriting must be approved by I Love HQ. This includes
packaging, POS, advertising, PR and other communications associated
with the brand.
Please contact ourteam for more information on the brand approval process.
CONTACT
I Love Cosmetics Ltd
8 Brindley Road
City Park
Old Trafford
Manchester
United Kingdom
M16 9HQ
+44 (0) 161 855 3777
www.ilovecosmetics.eu

ILoveCosmetics...Ltd
ILoveHQ

ILC_Brand_Guidelines_May2014

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