Nhue Aromatherapy - Brand Identity Manual

NHUE AROMATHERAPY
BRAND IDENTITY MANUAL
UPDATED 01/2021

CONTENTS
INTRODUCTION
_____________________________________ 04
VISION _____________________________________ 06
BRAND _____________________________________
VALUES
08
LOGO _____________________________________ 10
LOGO _____________________________________
CONSTRUCTION
12
COLOR _____________________________________
SYSTEM
15
TYPOGRAPHY
_____________________________________ 17
INCORRECT _____________________________________
USAGE
20
GRID _____________________________________
SYSTEM
22
WEB _____________________________________
DESIGN
24
MOBILE _____________________________________
DESIGN
27
SOCIAL _____________________________________
MEDIA
29
EMAIL _____________________________________
SIGNATURE
32
STATIONERY
_____________________________________ 34
IMAGE _____________________________________
TREATMENT
36
MOODBOARD
_____________________________________ 39
ICONAGRAPHY
_____________________________________ 42
CONTACTS
_____________________________________ 45
03

INTRODUCTION
The brand identity manual will explain how to utilize the foundational
principles of Nhue Aromatherapy’s identity. The identity will provide a
unique visual expression across all major platforms of communications.
All components have been designed to ensure a consistent user experience
is perceived by all (consumers, business partners, etc).
04

VISION
The vision statement portrays the general motivation behind our company.
It is a reasonable and concise portrayal of why a company exists, it
defines limits for current business practices and fills in as a beginning
stage for building up an essential vision, characterizing how we will accomplish
the vision.
06

“We create modern
aromatherapy for
every body and exist to
enhance your wellness
with organic and
wildcrafted essential oils.”
We do Real.
All things with Love.
Culture of Connection.
Eco-conscious Mindset.
Wellness is essential.
Enhance the lives of others.
Organic and Wild, Always.

BRAND VALUES
Our brand values mirror our core belief systems and drive the choices
we make. These qualities reflect what we should live, inhale and reflect
in the entirety of our day by day practices. They are the rules for driving
each person’s everyday decisions and are the principles to help sustain
and bring life to the brand.
08

ORGANIC
Organic oils come from plants that have not been grown
with pesticides or any artificial additives. Organic farming
also preserves soil quality and contributes to
long-term sustainability and the health of farmers. All
products are created with 100% organic and/or wildcrafted
essential oils. These oils are cruelty-free, natural,
pure, vegan, and sustainably harvested.
WELLNESS
Wellness is the quality of one’s body and mind being at
optimal health. At Nhue, our main goal is to perfect the
wellness of every person. We do this by focusing on
preventing sickenss rather than treating it; working with
body maintenance, and promoting life extension. Our
essential oils are created to improve specific and general
areas of one’s overall health.
RELIABILITY
Here at Nhue, we always strive to be as reliable as
possible in order to build trust with all our customers,
and business partners. We want our customers to know
that they can depend on us; not just in delivering high
quality products consistently, but also in providing fast
and reliable customer support. Nhue Aromatherpy’s
team should be easily depended on to give everyone the
best in all areas of our business.
WILDCRAFTED
Wildcrafted oils have been grown in their natural environments
and harvested in the wild without any chemicals.
These oils are considered better than organic due to
the fact that that they are grown in the wild, are completely
natural, and untouched by chemicals. All products
are created with 100% organic and/or wildcrafted
essential oils. These oils are cruelty-free, natural, pure,
vegan, and sustainably harvested.
09

LOGO
The logo qualities guarantee an individual and steady picture of the organization.
Nhue Aromatherapy’s logo is simple, square, straightforward,
solid, organic and underlines the essentials of the brand. The
logo graphic consists of the logotype and the logomark. The lettering is
made utilizing the primary typeface Futura PT.
10

NHUE AROMATHERAPY LOGO
LOGOMARK
LOGOTYPE
NHUE AROMATHERAPY
LOGOMARK
The logomark sparks and
immediate feeling of
nature, organic and
botany. It gives viewers a
quick glimpse of what
Nhue Aromatherpy values.
LOGOTYPE
Futura PT Medium has
been meticously chosen to
provide a modern, elegant,
and geometric atmosphere
to Nhue Aromatherapy’s
brand identity.
11

LOGO CONSTRUCTION
Logical and/or mathematical qualities such as, scalability, proportions,
and geometric spacing between elements, must be considered in order
to make a proficient and well designed logo. Nhue Aromatherpy’s construction
guidelines will provide this information to guarantee that the
brand is utilized effectively.
12

3X
X
X
3.3
0.20X
0.10X
2Y
Y
13

EXCLUSION ZONE
The exclusion zone prevents other graphic components
from obstructing Nhue Aromatherapy’s logo to ensure
the logo is anything but difficult to read. A significant
piece of keeping a reliable apperance is maintaining a
reasonable space around the logo from other graphics,
and/or text. Placing elements in close proximity of the
logo diminishes its decipherability and effect.
LEGIBILITY
35mm | A2
Minimum Size
23mm | A2
App Icon / Favicon
In accordance with standard ranges, the suggested
sizes are displayed here. The logo should
always be large enough for anyone to read. A
base size of 10mm or 38 pixels will be used to
maintain legibility. It isn't recommended to utilize
the logo at under 10mm in width. Note that the
favicon isn't the brand logo and should never
supplant the logo.
15mm | A2
10mm | 38px
32 x 32px
14

COLOR SYSTEM
Nhue Aromatherapy’s logo can be created using a palette of 3 colors.
The colors have been chosen to keep the brand feeling natural, healthy
and inviting. Choose the color that you feel is best for whatever form of
communication you may eoncounter. Utilize different colors over time
so that the brand is not just associated with one color.
15

PRIMARY COLOR GREEN
COLOR CODES
CMYK: C071 M028 Y063 K008
PANTONE: 625C
RGB: R080 G137 B113
WEB: #4f8970
100% 80%
60%
40%
PRIMARY COLOR BLACK
COLOR CODES
CMYK: C000 M000 Y000 K100
PANTONE: BLACK C
RGB: R000 G000 B000
WEB: #000000
100% 80%
60%
40%
PRIMARY COLOR WHITE
COLOR CODES
CMYK: C000 M000 Y000 K000
PANTONE: NO INK
RGB: R255 G255 B255
WEB: #FFFFFF
100% 80%
60%
40%
16

TYPOGRAPHY
Typography is an amazing asset in the improvement of a brand identity
and is a critical component to make a strong look across all correspondences.
Utilizing a typeface reliably makes it conspicuous; it connects
communications and makes them more particular. The primary type style
used is Futura PT.
17

FUTURA PT
PRIMARY FONT
LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrsutvwxyz
Futura was designed in 1927 by Paul
Renner for the Bauer company. It is a
sans serif typeface that uses geometry
similar to the artistic style of the Bauhaus
school in the early 1920s. Presently the
new Futura PT is a uniform type system
comprising of eight condensed styles
and seven weights with corresponding
obliques.
BOOK
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrsutvwxyz
MEDIUM
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrsutvwxyz
Designed by Isabella Chaeva, Paul Renner,
Vladimir Andrich, and Vladimir Yefimov. From Paratype.
DEMI
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrsutvwxyz
18

WE’RE
NHUE
HERE

INCORRECT USAGE
The original logo design should be used, and must not be changed or
altered in any way shape or form. This implies that you CANNOT: Excessively
scale the logo. Change the logo's direction or angle. Show
the logo in a design not recently indicated. Change the logo's colors.
Display other elements in the logo. Etc.
20

21

GRID SYSTEM
The utilization of grid systems helps to organize all elements (images,
glyphs, text, etc) used in different documents. A series of horizontal, vertical,
angular, and sometimes even circular lines provide a structured
way to group and layout different design assets in a document. The following
are suggested layouts to be used with a standard A4 letter size.
22

A4 GRID SYSTEMS
Example Grid
System for DIN A4
297 x 210mm
23

WEB DESIGN
A site design is a framework that characterizes a site's overall layout. It
has the job of organizing the data on a webpage for users, clients, and
the site's proprietor. It gives clear ways of routing inside site pages and
puts the main components of a site upfront. A simple layout will be used
for Nhue Aromatherpy’s web design.
24

SCREEN LAYOUT DESIGN
The following
layout design
should be used as
a template for
building Nhue
Aromatherapy’s
site landing page.
Square and Rectangular
shapes
with an “X” must
only use images.
Navigation bar
should be at the
top of the site.
25

SCREEN LAYOUT EXAMPLE
In the following
example layout to
the right, logo,
placeholder
images, and text
have been included
to show you
what type of designs
can be created
using the
previous layout.
Focus on simplicity,
nature, warmth,
and clean.
LAVENDER
Lorem ipsum dolor sit amet, consectetuer
adipiscing elit, sed diam nonummy nibh
euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat. Ut wisi enim ad minim
veniam, quis nostrud exerci tation ullamcorper
suscipit lobortis nisl ut aliquip ex ea commodo
consequat. Duis autem vel eum iriure dolor in
hendrerit in vulputate velit esse molestie
consequat, vel illum dolore eu feugiat nulla
facilisis at vero eros et accumsan et iusto odio
Lorem ipsum Lorem ipsum Lorem ipsum Lorem ipsum
PEPPERMINT
Lorem ipsum dolor sit amet, consectetuer
adipiscing elit, sed diam nonummy nibh
euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat. Ut wisi enim ad minim
veniam, quis nostrud exerci tation ullamcorper
suscipit lobortis nisl ut aliquip ex ea commodo
consequat. Duis autem vel eum iriure dolor in
hendrerit in vulputate velit esse molestie
consequat, vel illum dolore eu feugiat nulla
facilisis at vero eros et accumsan et iusto odio
SPEARMINT
Lorem ipsum dolor sit amet, consectetuer
adipiscing elit, sed diam nonummy nibh
euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat. Ut wisi enim ad minim
veniam, quis nostrud exerci tation ullamcorper
suscipit lobortis nisl ut aliquip ex ea commodo
consequat. Duis autem vel eum iriure dolor in
hendrerit in vulputate velit esse molestie
consequat, vel illum dolore eu feugiat nulla
facilisis at vero eros et accumsan et iusto odio
26

MOBILE DESIGN
Nhue Aromatherpy’s website will be accessible across all major devices.
The following mobile design layouts must be incorporated when accessing
Nhue Aromatherpy’s mobile applications on devices such as
iPads or smartphones. Please use this approved layout style. To modify
this layout in any way is not allowed.
27

Log In
Sign Up
Log In
Sign Up
28

SOCIAL MEDIA
Nhue Aromatherapy will utilize the following social media guidelines
for Facebook and Instagram. These guidelines will help you to deliver
properly formatted posts, and also provide you with the optimal ways
of sharing media with our visitors, fans, and followers. Using these
guidelines will help you to effectively promote our brand.
29

FACEBOOK
Profile Picture
Should be at least 180 x 180 px.
Picture will appear 170 x 170 px on desktop, 128
x 128 px on smartphones, and 36 x 36 px on
most feature phones. Picture thumbnail will appear
32 x 32 px.
Business Page Profile Picture
Should be at least 180 x 180 px.
Picture will appear 170 x 170 px on desktop, 128
x 128 px on smartphones, and 36 x 36 px on
most feature phones. Picture thumbnail will appear
32 x 32 px.
Cover Photo
Appear 820 x 312 px on page.
Anything less will be stretched.
Must be at least 400 x 150 px.
Displays at 640 x 360 px on smartphones and
820 x 312 px on desktop.
Shared Link
Suggested upload size of 1,200 x 628 px.
Square Photo: Min 154 x 154 px in feed, and 116
x 116 px on page.
Rectangular Photo: Min 470 x 246 px in feed,
and 484 x 252 px on page.
Highlighted Image
Suggested upload size of 1,200 x 717 px.
Will show up on your page at 843 x 504 px.
Pick a higher resolution at that scale for better
quality.
Event Image
Suggested upload size of 1920 x 1080 px.
Facebook will downsize to minimum dimensions of
470 × 174 px.
Shows in feed at 470 × 174 px.
Share Image
Suggested upload size of 1,200 x 630 px.
Will show up in feed at a maximum width of 470
px (will scale to a maximum of 1:1).
Will show up on page at a maximum width of
504 px (will scale to a maximum of 1:1).
30

INSTAGRAM
Profile Picture
Show up on your profile
at 110 x 110 pixels.
Square photograph:
Ensure an aspect ratio
of 1:! is maintained.
Photo Size
Instagram pictures have
been expanded to
1080 x 1080 px.
Instagram scales these
down to 612 x 612 px.
Show up in feed at 510
x 510 px.
Photo Thumbnails
The thumbnails will show
up on the page at 161 x
161 pixels.
Square photograph: try
to keep an aspect ratio
of 1:1 proportion.
Instagram Stories
Suggested resolution is
1080 x 1920 pixels.
Minimum resolution is
600 x 1067 pixels.
Aspect ratio is 9:16.
Maximum file size is
4GB.
31

EMAIL SIGNATURE
In order for all emails to be easily identified in a clear manner the following
email signature must be used here at Nhue Aromatherapy. Feel
free to use automatic email signatures as long as they adhere to the example
email signature. To keep an expert look and to limit document
size, don't add any extra illustrations,or text to your email signature.
32

Rhiannon | Ceo
Nhue Aromatherapy
Office +123 456 7890 | Fax +123 456 7890 | Cell +123 456 7890
hello@nhuearomatherapy.com
www.nhuearomatherapy.com
33

STATIONERY
Stationery materials used must consitently use Nhue Aromatherapy’s
main logo while adhering to logo guidelines as discussed early in the
brand identity manual. The following examples uses typical office materials
such as business cards, folders, and paper (A4 letterhead). Please
keep all background styles as consistent as possible.
34

IMAGE TREATMENT
This image treatment technique is a general procedure that should be
used as a standard way of applying a natural mood to images shared
by Nhue Aromatherapy. Majority of graphical programs/softwares will
support this function (Photoshop, Illustrator). Ensure layers are flattened
to reduce file size.
36

Blend Layer
Create new layer with
green brand color.
Image Overlay
Convert the picture to
grayscale at 50%
opacity.
Place new layer over
the greyscale photograph.
Set blending mode to
Multiply/Darken.
Final Result
The final result will be
an image with a green
and natural feel.
37

MOODBOARD
Creating moodboards is a wonderful way to express different designs.
It helps to inspire us to create exciting ideas. At Nhue Aromatherapy we
want all our corporate imagery to evoke a feeling of minimalism,
modern, natural, botanical, and inclusive. Please observe the following
moodboards to better understand the atmosphere we aim to achieve.
39

40

41

ICONAGRAPHY
Icons are little pictures or images filling in as a fast "instinctive" portrayal
of a function, tool, symbol, or information document. Iconography helps
the user navigate through content in a faster and easier manner. The
iconography set has been designed to be used on all Nhue Aromatherapy
assets as needed.
42

ICONS
Diffuse Topical Shower Oral Steam
Citrus Aromas Towel Floral Aromas Herb Aromas Fresh Aromas
Oil Drop Diffuser Candle Oil Bottle Pine Aromas
43

LINE ICONS
SQUARE ICONS
44

CONTACTS
For any additional information please feel free to use our four main
ways to be reached: email, website, phone, address (mail). The Nhue
Aromatherapy website will be able to quickly provide resources such
as team contacts, logo artwork, brand photography, social media information
and more.
45

EMAIL
hello@nhuearomatherapy.com
WEBSITE
www.nhuearomatherapy.com
PHONE
Office 1: +123 456 7890
Office 2: +123 456 7890
Fax: +123 456 7890
ADDRESS
Blythe Carroll
7709 Justo. Ave
Houston, TX 77987
(314) 882-1496
46