Dove is a skincare company aiming to make women feel comfortable in their own skin without needing plastic surgery or feeling pressure to be fake, with a mission of helping women "be beautiful, be yourself." The document outlines Dove's branding guidelines including their logo, color palette, typefaces, photography style, and dos and don'ts for proper logo usage.

1. brandbook

2. What is Dove?
Dove is a skincare company ranging from hands and eyes to hair care and bubble baths.
Dove is honest, straight forward and simple.
What is Dove’s mission?
Be beautiful, be yourself
Feeling is believing
Effective protection, beautiful result

3. Dove own 25% of the market for hand and face creams.

4. Words Dove like Words Dove doesn’t like
Cream Fake
Fresh Unnatural
Beauty Edited
Disappointing
Nourishing and Nourishment
Purely pampering Unhappy
Energise Uncomfortable
Indulgent
Visible effects
Silky
Natural
Self-esteem

5. Who are our users?
Dove is aimed at women from around 20+,
including mothers and grandmothers.
Women who don’t want plastic surgery, who
just want to be comfortable in their own skin.
Our tone of voice
Dove`s tone of voice wants to feel better
because the woman is a natural beauty.
She shouldn`t have to be fake to be appreciated
and she should let her daughters feel the same.
Without pressure or confidence issues.

6. Our logo
Our new logo for the In every other case
new Go Soft series you have to choose a
of Dove products different version of our
is inspired by the logo. Either the one
color flow in pure with the liquid fill,or
water. This logo is with the blue color fill.
to be used for all
printed collateral
including publications,
advertising,
billboards,posters,
flyers and product Also, this logo is to
packaging of the be used for all screen
Go Soft series and work, including
always on top of every websites,banners and
surface. presentations.

8. Our colours

9. PANTONE 294 C
PANTONE 2905 C
PANTONE 7541 C

10. Our typefaces

11. The dove typeface used in the logo is a custom
typeface, which was created by Ian Brignell.
Avenir Avenir Heavy
The Avenir type family is our Avenir also comes in a heavy version.
supportive font. Use it wherever needed.
We use it in all our Dove logos and
supportive designs.
Use Avenir wherever possible.
Aa Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(.,;?!$&@#*) 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(.,;?!$&@#*) 0123456789

12. DO
Always leave the logo some space If you have to sit the Dove Go Soft
to breathe. Use white background or logo on a colour, choose a colour
light shades of grey. from our pallete,or a shade of them.

13. DON’T
Do not use the logo on bright colors. Never use the logo Do not rotate
Always look our main colour pallete. directly onto images or strech the logo

14. DO
Right spaces and positioning of the logo
2x x
2
2a
a

15. DON’T
Wrong positionings of the logo

16. DO
Dove Go Soft logo should always be used as shown below.
You should never remove the GO SOFT logo.

17. DON’T
Do not use any of these or similar compinations of the elements of our logo

18. Photography

19. All photos which will be used with the DOVE Go Soft logo, should refer to the relation
between the humankind and the fabric. In all photographs should appear both of them.

20. Designer: Kalamogiorgos Georgios
Copywriting: Lorna MacAulay