Oriflame Logo

1Oriflame Corporate Identity Manual

The OrIflaMe Logotype


Identity program – core elements– The Oriflame Master logotype

Standard logotype. This version is to be used when the symbol is applied in sizes above 40mm.

The minimum size of the Small Use logo type is 15 mm.

Oriflame is represented by the Ori-flame Logotype, which should be ap-plied with the utmost care and respect. The distinctive features of its design create maximum awareness and recog-nition of the Oriflame brand.

The Logotype is the standard logotype of Oriflame and can be used on all types of applications. It has been carefully modernized to underline the fact that Oriflame is a dynamic organi-zation. The design has been visually adjusted to retain a modern look and a high level of perception.

To ensure a consistent appearance over a wide range of applications, two versions of the logotype have been designed. The “Standard Logotype” is for use in applications requiring a larger logotype. The “Small Use Logotype” is for applications in which the logotype is in a small size. It is important to ensure that the correct logotype is used.

All versions of the Oriflame logo-types and symbols are found on To-gethernet under “Oriflame Corporate Identity”.

Small Use logotype.This version is to be used when the symbol is applied in sizes between 40mm and 15mm.


Identity program – core elements– logotype colours

White

Black

GrayPMS Cool Gray 9 C

Silver PMS 877 C

The primary colours for the Oriflame Logotype are white, silver and gray with black as the secondary colour. The logotype may never appear in any other colour.

This range enables a dynamic visual appearance to be achieved while en-suring high quality reproduction in a wide variety of applications and printing techniques.

When the logotype is to appear in a range of related applications that may be seen together, every effort shall be made to ensure a consistent approach

with regard to size, positioning and colour.

The logotype may be reproduced with special techniques such as em-bossing, engraving and etching (not shown here). However, contact Ori-flame Corporate Identity Management at [email protected] if you are in doubt as to whether or not the logo-type reproduced in this way is correct with regard to our identity rules.


Identity program – core elements– Oriflame Symbol

Standard Symbol.This version is to be used when the symbol is applied in sizes above 5 mm.

Small Use Symbol.This version must be used when the symbol is applied in sizes between 5 and 3 mm.

The minimum size of the Small Use Symbol is 3 mm.

The Oriflame Symbol should be regarded as an abbreviated version of the Oriflame logotypes.

The symbol should not be used to communicate the Oriflame identity on its own but should appear with an Oriflame logotype clearly visible in association with it. For example, the preferred usage on print material is to have the symbol on the back page and the Oriflame logotype on the front page, or vice versa (however, the symbol does not need to be shown in association with the Oriflame logotype

in environments or applications clearly identified with Oriflame, such as an Oriflame office, conference or internal print material).

A special version of the Oriflame Symbol has been designed for use in smaller sizes. Please always ensure that the correct version of the symbol is used. To ensure quality print repro-duction, please observe the minimum reproduction size set for the different versions of the Oriflame Symbol.


Identity program – core elements– Symbol colours

The primary colours for the symbol are white, silver and gray with black as the secondary colour.

By special request, a different colour version of the Oriflame Symbol may be developed and authorized for usage on specified applications.

The symbol may be reproduced with special techniques such as em-bossing, engraving and etching (not shown here).

Contact Oriflame Corporate Iden-tity Management at [email protected] if you are in doubt as to whether or not the symbol reproduced in this way is correct with regard to our iden-tity rules.

White

Black

GrayPMS Cool Gray 9 C

Silver PMS 877C

Larger than 40 mm wide

Maximum size 40 mm wide

Minimum size 15 mm wide


Identity program – core elements– Preferred sizes for print applications

Sizing guide for the Standard logotype.

Sizing guide for the Small Use logotype.

The preferred sizes of the Oriflame Logotype on print applications are shown below. Their purpose is to create a visual standard, minimize vari-ation and coordinate printed material.

To ensure good print reproduc-tion, please observe the minimum reproduction size for the different versions of the Oriflame Logotype. Please ensure that the correct Oriflame Logotype is used.


Identity program – core elements– Preferred sizes for print applications, symbol

The Oriflame Symbol should always be used with the Oriflame logotype clearly visible in association with it, especially in external situations and en-vironments where the Oriflame pres-ence is not dominant (however, the symbol does not need to be shown in association with the Oriflame logotype in environments or applications clearly identified with Oriflame, such as an Oriflame office, conference or internal print material).

The size of the symbol can vary between different applications. Please ensure that at least the mini-mum amount of clear space is applied.

Oriflame Symbol.

Small Use Symbol.


Identity program – core elements– Clear space

Minimum clear space, Oriflame Master logotype.

To ensure a high degree of visibility, legibility and consistency of impres-sion, the Oriflame Logotype should be surrounded by clear space. This ensures that no distracting elements interfere with the appearance of the logotype and reduce its visual effect. For this purpose a clear space area has been defined.

The amount of clear space is in direct proportion to the size of the Oriflame Logotype and must not be altered.

Always apply at least the minimum amount of clear space around the Oriflame Logotype, as shown on this page.

25%

25%


To ensure a high degree of visibility and consistency of impression, the Oriflame Symbol shall be surrounded by clear space. This ensures that no distracting elements interfere with the appearance of the symbol and reduce its visual effect. For this purpose a clear space area has been defined.

The amount of clear space is in direct proportion to the size of the Oriflame Symbol and must not be altered. Always apply at least the minimum amount of clear space around the Oriflame

Symbol, as shown on this page.

Minimum clear space, 25% of width of the Oriflame Symbol.

Identity program – core elements– Clear space


Identity program – core elements– reproduction and background control

This spread illustrates the correct and incorrect usage on printed material of the Oriflame Logotype and Symbol against a selection of possible backgrounds.

The purpose is to ensure a high degree of visibility, legibility and consistency of appearance. Please use it as a guide to correct application of the logotype and thus ensure a clear, distinct and strong impression of it at all times.

Please note that there are no restric-tions to what background colours that can be used (those shown here are the corporate colours).

Although the use of silver on a green background is not normally al-lowed, it can be permitted in applica-tions where the silver is reproduced in a form that permits sufficient contrast with the background (e.g. silver foil on print material and threedimensional cutout letters on signs).

Silver or Gray on different coloured backgrounds and on light or dark colour pictures.

White on different coloured backgrounds and on light or dark colour pictures.

Black on different coloured backgrounds and on light or dark colour pictures.


Identity program – core elements– reproduction and background control

2 X

2 X

2 X

X


Identity program – core elements– Positioning on printed matters

Positioning the Oriflame logo type on printed matter.In this example the proportions are a4, using the Standard logotype.

‘‘X” = the height of the logotype.

There are seven preferred positions for the Oriflame Logotype and Symbol on printed matter. Their purpose is to create a visual standard that will minimize variation and secure a coordinated appearance on printed material.

On a layout that is A4 size, the log-otypes should be positioned as illus-trated on this page. As can be seen, in some applications the logotype needs more than the minimum clear space to achieve a good visual harmony in the layout. Please always ensure that you

use the correct version of the logotype (“Standard Logotype” or “Small Use Logotype”) for each application.

2 X

2 X

2 X

X


Identity program – core elements– Positioning on all printed matters

Positioning the Oriflame logo type on printed matter.In this example the format is square.

‘‘X” = the height of the logotype.


Identity program – core elements– Identity Colours

Oriflame is represented by a carefully composed palette of identity colours: green, white, silver, black and gray. Green is the primary identity colour. White, silver, black and gray are com-plementary colours.

Green, in combination with any of the other identity colours, is used as the primary colour in product communication. Green, in combination with any of the other identity colours, can be used as the primary colours for corpo rate

communication such as the Oriflame Annual Report, The Oriflame Way, Together magazine, etc.

Identity program – core elements– Identity Colours, reproduction

Oriflame GreenPantone® 382CPantone® 388U

four Colour Process C & U: 33% Cyan, 0% Magenta, 100% Yellow, 0% Black

rGB Colour:r 186, G 212, B 5

Please match the colour to the colour swatches at the back of the manual.

Process colours (CMYK) should only be used when it is not possible to use a special, Pantone®, colour.

When printing, always ensure that the correct colour density is achieved.

Oriflame SilverPantone® 877CPantone® 877U

Not available in four Colour Process (CMYK) or rGB

Oriflame GrayPantone® Cool Gray 9C Pantone® Cool Gray 9U

four Colour Process C & U: 0% Cyan, 0% Magenta, 0% Yellow, 50% Black

rGB Colour: r 135, G 135 B 135

WhiterGB Colour:r 255, G 255, B 255

BlackrGB Colour:r 0, G 0, B 0


It is important that the Oriflame identity colours are always reproduced accurately. Make sure that the special Pantone® *) colours are used for visual matching purposes.

The density and visual appear-ance of a colour varies according to the sur face it is printed on. For this reason, the colours should be matched with the samples provided at the end of this manual. Suppliers should always be given the samples and not previously produced material as a

colour reference.A “coated” colour sample should

be supplied for matching purposes when printing in a special colour or four colour process on coated or un-coated paper. This also applies when printing on surfaces other than paper (e.g. glass).

*) PaNTONe® is a registered trademark of Pantone, Inc.


Direct +46 8 xxx xxx xx Mobile +46 76 xxx xxx xxTel +46 8 xxx xxx [email protected]

Oriflame Cosmetics AB P.O. Box 1095 SE-101 39 Stockholm, SwedenMäster Samuelsgatan 56

Yourname Surname Indepedent Beauty Consultant


Identity applications– Business cards

Business card, 90 mm x 55 mm. Oriflame Gray text and Oriflame Green backside. All typography in Monotype GillSans.

Employee business cards. Small Use logotype, 35 mm x 7.65 mm. Name, 9/10pt type/leading. Title and contact information 7.5/9pt type/leading.

This spread shows Oriflame business cards and examples of other common applications. All typographic infor-mation on Oriflame business cards should be in Monotype GillSans. Names and company name should be in Monotype GillSans Regular, all other contact information should be in Monotype GillSans Light.

For Consultant business cards, there are three approved titles that can be used “Independent Beauty

Consultant”, “Independent Beauty Consultant Manager” and “Independ-ent Beauty Consultant Director”. Consultants who wish to produce business cards are free to do so at their own cost.

The Oriflame office will be happy to provide you with original artwork. Do not use any other business card designs other than the design below. We recommend printing on Scandia 2000, 300g paper stock.

Consultant business cards.Small Use logotype, 35 mm x 7.65 mm. Name, 9/10pt type/leading. Title and contact information 7.5/9pt type/leading.



Yourname Surname Your Job Title Here



Yourname Surname Indepedent Beauty Consultant Director



Yourname Surname Indepedent Beauty Consultant Manager

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