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Kiehl's Brand Book

Kiehl's Brand Book - Stephanie Embry, student work

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2015 <strong>Brand</strong> <strong>Book</strong><br />

Guidelines for using<br />

updated logo, colors,<br />

typography and image


Kiehl’s Since 1851, LLC<br />

Spring 2015


↖ JOHN KIEHL,<br />

FOUNDER<br />

160<br />

YEARS<br />

AGO<br />

Kiehl’s was founded as an old-world<br />

apothecary in New York’s East Villiage<br />

neighborhood. Since then,<br />

the Kiehl’s name has spent years of<br />

blood, sweat, tears and free samples<br />

to gain the accredation it has today. Though our<br />

product formulas are tried and true, we decided<br />

our branding could use a little updating. This brand<br />

book will show what steps we’re taking to move<br />

Kiehl’s forward and show pride in our heritage.


CONTENTS<br />

Our Heritage...... 5<br />

Logomark.......... 9<br />

Typography........ 15<br />

Color............. 19<br />

Collateral........ 21


OUR HERITAGE


TIMELINE<br />

1851<br />

where it all started<br />

The precursor to the original<br />

Kiehl Pharmacy, “Brunswick<br />

Apotheke,” begins to serve<br />

patrons in the East Villiage<br />

neighborhood at the<br />

intersection of Third Avenue<br />

and Thirteenth Street, known<br />

as Pear Tree Corner<br />

1894<br />

the founding father<br />

Apprentice John Kiehl<br />

purchases the brunswick<br />

apotheke; renames<br />

establishment Keihl<br />

Pharmacy<br />

1921<br />

in new hands<br />

Irving Morse, apprentice to<br />

retiring John Kiel, buys the<br />

venerable pharmacy; Russian<br />

family member Prince Karl<br />

blends “Love Oil,” the original<br />

formula for Kiehl’s Musk Oil<br />

1961<br />

skincare is for guys too<br />

Aaron Morse takes over the<br />

family business from father<br />

Irving Morse and later<br />

introduces dedicated products<br />

for men<br />

1964<br />

made with love<br />

Andy Warhol’s favorite<br />

blue astringent is launched;<br />

Calendula petals are hand<br />

inserted into every bottle of<br />

Aclendula Herbal Extract<br />

Alcohol-Free Toner, still done<br />

today<br />

1970<br />

give us a try<br />

The Morse family starts to<br />

dole out generous samples to<br />

its customers<br />

1997<br />

a helping hand<br />

Hand Care for a Cure is<br />

introduced, the first Kiehl’s<br />

product dedicated to a key<br />

philanthropic cause.<br />

2005<br />

scientifically proven<br />

Kiehl’s introduces<br />

Dermatologist Solutions, a<br />

collection to address specific<br />

skin conditions.<br />

Logomark Typography Color In Use<br />

Our Heritage<br />

6 7


LOGOMARK


SPECS<br />

x<br />

x /4<br />

give us some breathing room. The Kiehl’s logomark<br />

should be primarily shown in Kiehl’s Navy and should maintain<br />

at least .25x space around it (one-quarter of the height of the<br />

logomark)<br />

10


HOW TO USE<br />

we like to stay fashionable so we’ve come up with<br />

these guidelines for using the Kiehl’s logo. Most times the<br />

logo should be used in a dark color (navy or black) on top of<br />

a white background, but can also be used in white or cream<br />

on a dark background when appropriate.<br />

avoid a faux-pas we don’t have rules about white after<br />

labor day, but there are a few things we’d like to avoid. Don’t<br />

use the logo where it’s hard to make out, like a dark logo on<br />

a dark background or light on light. Also, Kiehl’s red should<br />

never be a background for the logo as it’s too loud and tends<br />

to vibrate.<br />

12<br />

we love new york the Kiehl’s<br />

logo always looks good in white on<br />

top of a historical photograph


TYPOGRAPHY<br />

TYPOGRAPHY


TYPEFACES<br />

BRANDON GROTESQUE<br />

Light can be used at large scales where regular<br />

or medium feel too heavy<br />

Regular can be used for supplementary body<br />

text or subheads<br />

Medium is used for names on business cards<br />

and can be used in all caps for headers or<br />

subheads<br />

BOLD LOOKS NICE IN ALL CAPS and<br />

should be used for titles and headers<br />

MERCURY G1<br />

Mercury G1 can be used as body or caption text<br />

when Prestige is inappropriate or too small.<br />

If you want to spice things up a little, there’s<br />

always Mercury italic, semibold and bold<br />

Prestige<br />

For that old-school pharmacy feel. Only use<br />

Prestige at 8pt and in Kiehl’s navy where<br />

possible. Prestige is used for customizable<br />

information, like business cards or<br />

personal letters.<br />

SINCE 1851<br />

Our Heritage Logomark Typography Color In Use<br />

we’re old We love to talk about how long we’ve been in<br />

the skincare industry. On signage, packages, or labels it’s<br />

appropriate to add “Since 1851” in <strong>Brand</strong>on Grotesque Bold,<br />

all caps.<br />

16 17


COLOR


PALETTE<br />

Kiehl’s Red should be used sparingly,<br />

primarily as an accent color. Small<br />

details, outlines, and stamps would be<br />

appropriate in red but the logo should<br />

very rarely be seen in this color.<br />

PMS: 276<br />

C=100 M=80 Y=0 K=60<br />

R=0 G=20 B=102<br />

HEX: #001466<br />

Color<br />

Kiehl’s Navy is the most common<br />

color used in our scheme. It should<br />

be used as a background color where<br />

appropriate, or used in large portions<br />

for shirts, posters, or other ephemera.<br />

The Kiehl’s logo should be most often<br />

shown in Navy, if appropriate.<br />

PMS: 1788<br />

C=0 M=85 Y=75 K=0<br />

R=240 G=78 B=69<br />

HEX: #ff2640<br />

PMS: 7527<br />

C=0 M=0 Y=5 K=2<br />

R=250 G=250 B=237<br />

HEX: #fafaed<br />

Kiehl’s Cream is most commonly used<br />

as the color of the logo when on top<br />

of Kiehl’s navy. It can also be used as a<br />

background where Kiehl’s Navy is too<br />

heavy or dark.<br />

20


IN USE


STATIONERY<br />

vintage is in. Letterheads and business cards are styled after vintage prescription<br />

cards and pharmacy documents, and primarily use Prestige, a typewriter-like font. All<br />

stationery follows our color scheme and should be printed on paper as close to Kiehl’s<br />

Cream as possible.<br />

Our Heritage Logomark Typography Color In Use<br />

it’s all yours All stationery<br />

materials can be customized for each<br />

employee or store location. Business<br />

cards will be printed empty as a<br />

template and employees will fill in<br />

their own information.<br />

24 25


EPHEMERA<br />

Our Heritage Logomark Typography Color In Use<br />

show it off Our logo looks<br />

great printed on all sorts of things,<br />

especially if it can be screen<br />

printed or letter pressed (the more<br />

authentic, the better.) All ephemera<br />

follows the same typographic and<br />

color guidelines, but over everything<br />

this is the place to experiment with<br />

colors and placement.<br />

26 27

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