Depilex Brand Manual

B R A N D M A N U A L

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P.O. BOX 705600KARACHI, PAKISTAN

Book design by Sobia Khan

All rights reserved, No part of this book may be reproduced in any form without the written permission of the publisher.

Content copyright Depilex Pvt Ltd 2012 ©

CONTENTS

The logoComplete logoLogo BreakdownSizing and PlacementColorsSubsidiary LogosLogo DosLogo Don’tsTypographyImagery

Applications of logoAppointment Register Staff UniformsMakeup VanGift VoucherBrochurePrint AdWebsiteSIgnageCompact DiscStudent ID card

The BrandOur mission 1History 2About the manual 3

StationeryBusiness Card 23 Letterhead 24Envelope 25

Contact us 41

5610 111214161820

29303132333436373839

T H E B R A N D

OUR MISSION

Our main objective and intention is for all clients to have a truly relaxing & beautiful experience. The goal is to treat all clients and member of staff as a true friend. Our staff mingles with everyone, irrespective of whether they are the general masses, or famous celebrities. We provide every client with a level of service which leaves them feeling special every time they visit the salon. Whether it’s a party, wedding, or your creative portfolio, you’ll know you have come to the right place.

At Depilex, the team of professional and highly trained staff & therapists not only provide you with perfect solutions to yourrequirements but also offer you an envi-ronment where you can relax as well as and unwind; our objective is to send you back fresh and rejuvenated. Core values of quality, service & value for money arereflected in a wide range of services: from nail care through to gym sessions.

Depilex’s core values of quality, service and value for money are reflected in the range of services

and treatments: from nail carethrough to gym sessions.

THE BRAND 1

OUR HISTORY

Depilex is one of the first beauty institutes of Pakistan. Founded in the 1980s by thevisionary Masarrat Misbaah, Depilex hasgrown from just one 1 premise providing professional beauty & relaxation & also training services to 25 premises. Over the years Depilex has gained great expertise and exposure in each of their specialized service area.

Hard work and consistency in standards not withstanding, 1 of the reasons for thesuccess of Depilex has been the the fact that Masarrat is well versed in the art of makeup is also fully - trained in this field. People who have no concept of hair and make-up are running most of the salons in the country, but the Depilex staff is well trained due to the fact that Masarrat feels that skin and hair need to be handled very carefully and technically. This is one rea-son why along with Depilex Beauty Clinic an institute has also been running simul-taneously for the past 30 years and has helped in instilling the great art of beauty therapy in aspiring beauticians.

2 THE BRAND

ABOUT THIS MANUAL

This graphic standard manual is a tool to give a consistent image to Depilex. It will help people to understand it as a stable organization. The manual will guide those who create materials & communications to help communicate Depilex’s message in a very clear & consistent manner. All of these guide-lines are to be followed and applied appropriately through aspects of branding to establish a strong and powerful image for Depilex in the market.

THE BRAND 3

The manual will guide those who create all materials and communications to help communicate

Depilex’s message in a clear and consistent manner.

T H E L O G O

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LOGO IDENTITY

This is the basic form of our logo. All the proportions, colour and exact letter form, the size and spacing of the lettering are unalterable and should be dealt with care.

The designer should, under each & every circumstances keep to the specifications of the logo to ensure stable & consistent branding for Depilex.

THE LOGO 5

Iconography

The Depilex logo uses the iconography of a Lily pad because of its well known and universal symbology as having powers to rejuvenate and heal. Depilex prides itself in having these qualities and derived this shape from the shape of a Lily Pad.

LOGO BREAKDOWN

6 THE LOGO

The shape is to be made from 3 equal quadrants

of a circle and the de-signer must make sure

that the width of the stroke is proportionately scaled in all sizes of the

logo.

The designer has been given liberty

to use this icon as creatively as possible,

exploring figureground relationships, as long as its essence as a

lily pad isnt lost.

®1/3

Logo Type

Our logo uses typeface Philospher, which can be downloaded from the web by any designer who is designing for Depilex.

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz


THE LOGO 7

5.5

2.5

The logo type is always to be set in 90%

gray.

In any logo size, x height will be taken to arrive at the width and height of

the entire logo.

Tagline

The proportions, exact letter form, sizing and spacing of the lettering in the tagline are unalterable and should be dealt with care.

1/3

1/4

Registered Trademark

The designer must always make sure that registered trademark symbol is accurately with the logo of Depilex.

The tagline should be one-third of the x height of the main typeface. It is to be set in 75% gray.

The registered trademark should be

half of the x height.

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8 THE LOGO

Line weight

The designer must always make sure that the stroke of the line in the logo must be kept according to the original logo, along with being proportional in all sizes of the logo.

The weight of the line will always be double that of the weight of

type in the tagline.

THE LOGO 9

SIZE & PLACEMENT

The diagram below shows the minimum distance from the logo that must be free from all other graphic elements, such as images, text and icons. It must never be compromised under any circumstances.

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NOTE: The designer has to keep in

mind that the logo will not be placed vertically or diago-

nally.

The width of the minimum clear space border must

always equal the height of ‘x’ in the logo.

10 THE LOGO

The corporate color for Depilex is green. Green is famously known as the color of nature, fertility, and life. It represents the organization’s brand values of balance & and well-being. It also represents growth, learning, and harmony.

COLORS

C 37M 0Y 100K 0

R 173G 209B 54

Pantone Process UncoatedDS 302-1 U

DS 325-3 U

DS Process Black

R 99G 100B 102

R 35G 31B 32

C 0 M 0Y 0K 75

C 0M 0Y 0K 100

For any reproductionsthe designer should

always use thefollowing values

of each color system.

THE LOGO 11

SUBSIDIARY LOGOS

The Depilex logo has 2 subsidiary logos for marketing the different areas of the organization.

Institute

The Depilex Institute is one of Pakistan’s largest beauty training institutes having several internationally qualified staff.

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INSTITUTE

This is the logo to be used for the Depilex

Institute. The tagline is to be set the exact same

way as the main logo.

C 37M 0

Y 100K 0

R 173G 209

B 54

Pantone uncoated

Process colors

DSC 203-2 U

12 THE LOGO

Health Centre

The Health Center is a gym which aims to meet the balance of mental and physical wellness.

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HEALTH CENTRE

This is the logo to be used for the Depilex

Health Centre. The tagline is to be set the exact same way as the

main logo.

C 37M 0

Y 100K 0

R 173G 209

B 54

Pantone uncoated Process

colorsDSC 160-3 U

THE LOGO 13

LOGO DO’S

The logo can only be used in the way the illustrations below mention.

Reverse color logo can be applied without

changing the color of the line and icon.

The reversed color logo can be placed on any

color background with out changing the color

of line and icon.

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14 THE LOGO

The full color logo should only be placed on a white

background.

The full color logo is to be placed on a rounded

rectangle for example, use over photographs or the icon repeat pattern.

The logo can be used without the tagline if

required.

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THE LOGO 15

LOGO DON’TS

The logo should never be used in the way illustrations below mention.

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The logo should not be enlarged

unproportionately.

The logo cannot be placed on a gradient

background.

16 THE LOGO

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The full color logo cannot be placed on any colored

backgrorund.

Proportions of the logo should always be main-tained and the symbol should not touch any

sides in a space.

No other typeface is to be used in place of the

typefaceused in the logo.

BEAUTY CLINIC & INSTITUTE

THE LOGO 17

TYPOGRAPHY

18 THE LOGO

Franklin Gothic Book will always be used for headlines, body copy and the tagline of the logo. It is the corporate typeface of Depilex.

Franklin Gothic Book Franklin Gothic Book ItalicFranklin Gothic DemiFranklin Gothic DemiFranklin Gothic Demi CondensedFranklin Gothic HeavyFranklin Gothic Heavy ItalicFranklin Gothic Medium Franklin Gothic Medium Italic

AFranklin Gothic is an extra-bold sans-serif

type which can be distin-guished from other sans serif typefaces. It is well known for its clarity and

contrast. It hasa large x-height.

Franklin Gothic Book



Franklin Gothic Medium Italic

20pt

17pt

15pt

13pt

Franklin Gothic Book Heavy

Franklin Gothic Book Demi

Franklin Gothic Book Demi

ABCDEFGHIJKLMNOPQRSTUVWXYZ



1234567890

.;:’,?”!({[]})_~

$#@%

All caps

Lowercase

Small caps

Numerals

Punctuations

Special Characters

10pt

9pt

8pt

THE LOGO 19

IMAGERY

Acceptable Imagery

Depilex makes use of photograps for its marketing when required. Photographs will be used in print ads, brochures, and other such media to support the brand & services being offered.

20 THE LOGO

THE LOGO 21

Unacceptable Imagery

Because Depilex is an organization which portrays the image of elegance, imagery such as those below will not be featured in branding.

S T A T I O N E R Y

BUSINESS CARD

The illustrations below describe the size, spacing and the placing of logo with the typesetting for the business card.

The information is to be typeset only in Franklin

Gothic Book, in 7 pt size.

The card will follow the standard size of 3.5”

X 2” .

1.5

1

2.5 2.5

STATIONERY 23

®

3/54, Sirajudaullah Road, Block-3, Bahadurabad, Karachi - Pakisan Tel +92.21.34858781 & 782 Fax: +92.21.3485 8783

LETTERHEAD

The illustration on the right describes the spacing and the placement of the symbol with the typesetting for the letterhead.

For headline 16pt. size Franklin Gothic Medium

is to be used. For body copy 10 pt. size Franklin

Gothic Book is to be used.

For designation, contact and address info 7pt.

size Franklin Gothic Book is to be used with

a value of 50% gray.

The letterhead will fol-low the standard size of

8.5” X 11” .

24 STATIONERY

1.5

2

4 2

To,Name of Person

This is a brand manual containing rules and regulations to be followed for the branding of Depilex. It is to ensure a s consitent image for depilex in the market.

Please read and follow carefully the enclosed instructions. They must not be compromised under any circumstances.

Sincerely Yours,Person’s nameDesignationTelephone 0300-1234567Email [email protected]

Headline


STATIONERY 25

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ENVELOPE

The illustration below describes the size, spacing and the placement of the symbol with the typesetting for the envelope.

The information is to be typeset only in 12pt.size

Franklin Gothic Book. The address will always

be 8pt.size Franklin Gothic Book.

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Recipients NamePostal CodeAddressTelephone Number


9.5 3 3

3

STAMP 0.5

3.5

25 STATIONERY

The logo icon is going to be used as a sticker to

seal the envelope.

STATIONERY 27

A P P L I C A T I O N S O F L O G O

The illustration below describes the size, spacing and the placement of our logo for the appointment register. The size will be standard A3.

APPOINTMENTS REGISTER

2.5

12

2012APPOINTMENT REGISTER

APPLICATIONS OF LOGO 29

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STAFF UNIFORMS

The illustration below describes the size, spacing and placement of our logo for the staff uniform pocket.

The logo icon will be stitched on the staff light grey uniforms.

30 APPLICATIONS OF LOGO

0.5

0.5


The van will be recognized by the logo

on both sides of the van as well as the lily pad

icon.

MAKEUP VAN

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The illustration below describes the size, spacing and placement of the logo on the make - up van for Depilex as it travels the city for shoot locations.

1/2

1/2

GIFT VOUCHER

To

From

This card entitles you to Rsworth of Depilex’s services.

GIFT VOUCHERRELAX AND ENJOY!

0.5

12

The illustration below shows logo size & spacing for the gift voucher.

The size of the voucher will be 5.5” by 2.5”.

The type will be set in Franklin Gothic Book

8pt size, 13pt size, and 15pt size.


®

The illustration below shows the logo size, placemennt and spacing for the brochure.

BROCHURE

The size of the brochure will be 5“ by

9”.

The photograph will cover 3/4 of the area.

The logo will appear on a white rounded

rectangle.

The headline will be set in Franklin Gothic Heavy

14pt size.

The body text will be Franklin Gothic Book

11pt size.

BEAUTIFY YOURSELF AT DEPILEX!

Here the focus is on you. We have carefully created our series of treatments for you by

applying the principles of holistic healing for the mind, body and soul.


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6

PRINT AD

The image on the right shows the sizing, placement and spacing for the magazine print ad.

The logo will appear on a rounded white rectan-gle on the photograph.

The photograph should cover more than 3/4 of

the page.

The line will be set in Franklin Gothic Medium

20 pt size.

The address will be set in Franklin Gothic Book

10 pt size.

The print ad will be standard A4 size.


Depilex Beauty Clinic3/54, Sirajuldullah Road, Block 3, BahadurabadPhone: 021-34858781

Depilex Beauty Clinic20-C, Stadium Lane 1,Khayaban-e-Shamsher,Defence Phone: 021-35344135

Depilex beauty ClinicC-16, Block-I, nearfive star chaurangi,North NazimabadPhone: 0300-2770089

Facebook members are entitled to

exclusive offers.

...where happy marriages begin


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WEBSITE

®ABOUT US INSTITUTE BEAUTY CLINIC HEALTH CENTRE CONTACT US PROMOTIONS

I am beautiful.

INSTITUTE

BEAUTY CLINIC

HEALTH CENTRE

The image below shows the size, place-ment and spacing of the logo on the web-site.


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5

SIGNAGE

MAKEUP

HAIR CARE

NAIL CARE

SKIN CARE

The illustrations below describe the size, spacing and placement of captions on the signage in the Depilex salon.

The size of each plate will be 4.5 by 13.

The caption will be embossed in Franklin

Gothic Book.


COMPACT DISC

The illustration below shows the logo size,placement and spacing on the CD which can be purchased at the Depilex Health Centre for exercising & workout tutorials.

The CD will be recognized by the lily pad icon on the front.


The size of the card will be 2.5” by 4”.

Type will be set in Franklin Gothic Book

12pt size.

STUDENT ID CARDS

The illustration below describes the size, spacing and placement of the logo on the student ID cards at the Depilex Institute.

Kulsoom Abideen123456-12344

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INSTITUTE

1

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SIGNAGE

C O N T A C T U S

For further information on how to use

this manual contact.

Mr Abid Abideen0332-1223446

Mr Danish Sabir 0332-1223445

Mr Abid Abideen0332-7499456

Mr Danish Sabir 0332-6255966

CONTACT US 41

Depilex Brand Manual

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