Brand Identity Standards Manual

Table of ContentsMission Statement

Target Audience

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Mission Statement ... 1

Target Audience ... 1

Logo ... 2

Font and Color ... 3

Image and Font usage ... 4-7

Stationary ... 8-9

Brochure ... 10-11

Website ... 12-15

Storefront ... 16

Uniform .. 17

Vehicle Wrap ... 18

Ephemera ... 19

As our name implies, we want our customers to experience relaxation according to their preferences. High quality service is married with a calming atmosphere to provide the customer with the ultimate spa experience.

We aim to appeal to women of all ages who want to be pampered and feel special. Our customers can escape their busy lifestyle and linger in the ambience of our spa. We will attract those who insist on the highest quality service and those who just deserve to be asked of their preference once in a while.

Options for a tan background

Options for a black background

It cannot stand alone. It cannot be stretched or condensed in any way. It should always be sized to scale.

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Logo

The primary logo for our spa should appear in black, as long as it does not sit on a dark background. Inclination should never appear by itself. It should always be accompanied by the subtext, Day Spa. The graphic feather may be included if there are no other competing images.

Font and Color

example of feather with tan !ll

Black K: 100

WhiteC: 0 M: 0 Y: 0 K: 0

TanC: 25 M: 25 Y: 40 K: 0

Lush Green C: 25 M: 25 Y: 40 K: 0

Cozy Orange C: 25 M: 25 Y: 40 K: 0

Fresh BlueC: 25 M: 25 Y: 40 K: 0

Primary Colors

Supporting Colors

When the feather is added to the logo, it may have a !ll color. Any of the primary colors may be used. The supporting colors may be used to !ll the feather in relation to their respective Inclination rooms and styles. The secondary colors may only by used in conjunction with one of the primary colors.

Images used in advertisements and other designs should re"ect the brand of Inclination Day Spa. On the left is an example of one advertisement. This type of ad would target potential customers under the age of 40 that are generally more impressionable. The use of a collage of images would trigger imagination in an image-driven generation. The collage should include elements found in our spa like candles, stones and "owers. This will give a vision of a dreamlike escape. If an image of a person is used, it should be a woman who looks very relaxed, preferably with her eyes closed. There should be soft lighting to evoke a sense of calmness. One of our tag lines should be typed in Apple Chancery font. “Your Inclination to Relaxation” is used here to show that our spa is focused on the desires of our customers.

The heading text for our print should be written in Apple Chancery font. The size is adjustable according to the space given. The main body text and other texts should be written in Myriad Pro regular font. The logo should always be diplayed as it is written in its specialized font.

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Image and Font Usage

On the left is another example of one of our advertisements. The target audience is women above the age of 30. These potential customers are more mature and know what they want. A neutral color scheme leaves room for the viewer to imagine their own preferences. Simple imagery is used to prevent the ad form being too taste speci!c and keep it from appearing too cluttered. The logo without the feather is resting in the bottom right corner, and it is written in black to stand out against the lighter value. Another tag line that can be used is, “Nourish your desire for tranquility.” This line works best with imagery that evokes a tranquil atmosphere.

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Image Usage

(803) 385-9800www.inclinationspa.com

14 Sky Drive Aiken, SC

Day Spa

I chose Myriad Pro regular font. The simplicity of the font re!ects our desire to elimi-nate the business of life. It allows the customer to input their own personality because it is not too taste-speci"c. The margins are 1 inch on each side, 3.5 inches on top, and 2.5 inches on the bottom. I chose Myriad Pro regular font. The simplicity of the font re!ects our desire to elimi-nate the business of life. It allows the customer to input their own personality because it is not too taste-speci"c. The margins are 1 inch on each side, 3.5 inches on top, and I chose Myriad Pro regular font. The simplicity of the font re!ects our desire to eliminate the busi-ness of life. It allows the customer to input their own personality because it is not too taste-speci"c. The margins are 1 inch on each side, 3.5 inches on top, and I chose Myriad Pro regu-lar font. The simplicity of the font re!ects our desire to elimine the business of life. It allows the customer to input their own personality because it is not too taste-speci"c. The margins are 1 inch on each side, 3.5 inches on top, andI chose Myriad Pro regular font. The simplicity of the font re!ects our desire to eliminate theusiness of life. It allows the customer to input their own personality because it is not too taste-speci"c. The margins are 1 inch on each side, 3.5 inches on top, and I chose Myriad Pro regular font. The simplicity of the font re!ects our desire to eliminate the business of life. It allows the customer to input their own personality because it is not too taste-speci"c. The margins are 1 inch on each side, 3.5 inches on top, and I chose Myriad Pro regular font. The simplicity of the font re!ects our desire to elimi-nate the business of life. It allows the customer to input their own personality because it is not too taste-speci"c. The margins are 1 inch on.

Inclination Day Spa

To Whom it May Concern,

your inclination for relaxaton

Freshclean, rejuvenating

Lushorganic, nourishing

Cozywarm, relaxing

Serenesimple, elegant

(803) 385-9800 www.inclinationspa.com 14 Sky Drive Aiken, SC

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(803) 385-9800 www.inclinationspa.com

14 Sky Drive Aiken, SC

Day Spa

Stationary

Stationary is another form of print advertisement and should continue to express the message of our company. Below is the business card viewed from the front and the back. The front of the business card should be printed horizontally (landscape) and the back should be printed vertically (portrait). The Logo, with all of its components, should appear on the front of the business card. It should be centered in a tan rectangle (with a radial gradient) and written in black. A bar underneath listing the company’s contact information should be printed in the reverse colors. The back should be a lighter version of our tan and list the Inclinations, which are our specialized rooms. The black bar at the bottom should feature our primary tag line.

The letterhead and envelop are on the right. The same neutral color scheme is applied to each. The full logo should appear on the top right corners. On the letterhead, the logo should be white with a tan !ll in the feather. On the envelope, the whole logo should be in black.

3.5 inches

2 inches

The brochure is displayed in its closed, opening, and opened stages. The inside of the brochure describes the four customizable rooms we o#er with their color corresponded crests. It also lists the services we o#er.

Brochure

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Website

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The homepage re"ects the brand of the company with its colors, font, and imagery design. It lets the viewer know she is at the Inclination Day Spa website and how to navigate from here. It welcomes the viewer to a relaxing experience.

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Another great feature is on the Products page, under the Merchandise tab. The same excellent products we use are for sale and on display. Smaller icons list the products, and the larger image displays them. When you click on a small icon, that product will be displayed in the large image like an advertisement. It will give further product information like the price and a description.

One of the highlighted features is on the Inclinations page, which is under the Services tab. Amongst the dreamlike imagery are the room options we call inclinations. When you hover over the choices of “fresh,” “lush,” “cozy,” and “serene”, you are able to preview the ambience of each room. The customer is able to see the possibilities and invision her ideal spa experience. Also under the services tab, there are pages that further list the extra choices (like lighting, music, scent, etc) and services we o#er to further personalize the visit.

Storefront

Uniform

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The storefront is the !rst thing our customers will notice about us as they enter the spa, so it is very important that it re"ects our brand. Our tan color will be on all of the beams as the basis for our neutral palette. The appearance of a black banner will stretch across the storefront with the type logo written in white (do not include the feather so that the name of our company can be printed large enough to read legibly. Our signature feather will stretch across the bottom panels to interest passers-by at street level.

Our uniforms will be streamline and simple because we want nothing to take away from the attention given to the customer. The black uniforms will have the whole logo in white. The tan uniforms will have the whole logo in black.

Vehicle Wrap

EphemeraOther promotional items include our signature co#ee cups. During special events or a purchase of 50 dollars or more, these cups will be given. They come in a variety of colors that correspond to our customized spa specialties.

The owners of our spa participate in their own share of marketing. They can drive vehicles with custom designed graphics that re"ect our brand. The vehicle wrap will perfectly contour the Lexus SUV shown below. When driving around town, people will catch a glimpse of what our spa can o#er.

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