Skin Deep Sculpting Brandbook

SKIN DEEP
SCULPTING
Brand Guideline

TABLE OF CONTENTS
2. Introduction
3. About Us
4. Our Values
5. Company Name
6. Company Logo
7. Logo Clear Space
8. Logo Treatment
9. Typography
10. Colors
11. Voice
1

INTRODUCTION
Skin Deep Sculpting provides post-operative care to
women and men who’ve just undergone plastic
surgery. We help ensure that their body goals are met
and exceeded.
The Skin Deep Sculpting Brand Guideline exists to
ensure visual and brand consistency exist across
various print and web materials.
Guidelines within this guide cover treatment of such
assets as the company name, brand vision, mission,
and essence, logo, company colors, and typography.
Please stick to these guidelines to maintain a brand
image and perception that are consistent no matter
where they’re seen.
2

ABOUT US
OUR VISION
Skin Deep Sculpting aims to help everyone feel
beautiful and confident in their skin.
OUR MISSION
Our mission is to empower people by helping them
reach their ultimate body goals. By providing devoted
care and expert guidance on all things body
sculpting, we seek to bring our clientele out of the
dark and into the light where they can shine their
brightest.
OUR ESSENCE
At the core of our identity are empowerment
and liberation. We provide experiential knowledge
through resources and devoted one-on-one care. By
equipping our clientele with the information and
proper care needed to reach their desired body, we
lead them towards their evolution.
Beauty is only skin deep, but empowerment runs
deeper.
3

OUR VALUES
PASSION
Skin Deep Sculpting was founded out of a passion
for helping people. Founder Jumi Adeyinka has a
pure love for her craft and her family of clientele.
INCLUSIVITY
We believe every person deserves to feel beautiful and
confident in their skin and aim to empower all those
who walk through our front door with the tools they
need to do so.
PROFESSIONALITY
Our devotion to quality care is unmatched in the world
of body sculpting. Sculpting Guru Jumi Adeyinka is a
registered nurse and is accredited to perform post-op
care in the state of Texas.
Our professionality shines through in the work we do,
the resources we provide, and at every touchpoint that
meets the client’s eye.
4

COMPANY NAME
The following guidelines outline the
proper use of the company’s name and
how to properly refer to it in written form.
1
2
3
4
The official company name is Skin Deep
Sculpting LLC., which should be used only
for official and professional documentation.
The company is more commonly referred
to as Skin Deep Sculpting, which is how
the company should be named in outward-facing
copy.
If referenced within regular copy, both
forms of the company name should be
italicized to show emphasis.
The company name should always be
referenced in full.
5

COMPANY LOGO
1
The full logo, featuring both the icon and the
wordmark. This should be used whenever
possible to officially represent the company.
This can be used in:
- Full-colour-on-white
- White-on-colour
- White-on-black
- Black-on-white
2
The icon. This can be used in:
- Full-colour-on-white
- White-on-colour
- White-on-black
- Black-on-white
3
The wordmark. This can be used in:
- Full-colour-on-white
- Black-on-white
- White-on-colour
- White-on-black
6

LOGO CLEAR SPACE
1
x
x
All forms of the Skin Deep Sculpting logo must
have a designated amount of clear space on all
sides unoccupied by other elements. This is to
ensure the logo’s visual clarity and effectiveness.
The full logo
The icon
2
x
x
x
The wordmark
x
x
3
x
x
x
x
x
x
x
2x
7

LOGO TREATMENT
1 2 3 4
The logo must be used as is and not be altered in
any way. This means that you must not:
1
2
3
4
5
6
7
8
9
10
11
12
Change the logo’s orientation or rotation.
Disproportionately scale or resize the logo.
Change the logo’s colors.
Display the logo with colour combinations
not previously specified.
Display the logo in a configuration not
previously specified.
Attempt to recreate the logo.
Make alterations to the logo’s text.
Add special effects to the logo.
Add an outline to the logo or display the
logo as an outline.
Use the logo on top of busy photography.
Display other elements within the logo’s
designated clear space.
Crop the logo in any way.
5 6 7 8
9 10 11 12
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mailing list!
8

TYPOGRAPHY
Our primary typeface for all web and print
material is Graphik. We use the Regular weight
for standard copy and the Medium weight for
any important text or headlines.
Our secondary typeface is Chuterolk Rounded.
This is used as a display typeface for headings
in both web and print collateral.
Graphik Regular
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss Tt Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
Graphik Medium
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss Tt Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
Steelfish
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss Tt Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
9

COLORS
Our company colours are modern and
elegant, expressing who we are.
Magic Mint
#88E5C8
R136 G229 B200
Our primary logo color is Magic Mint, to
C41 M0 Y13 K10
PANTONE 3245 C
signify the transformative and tranquil
nature of our company, as well as the
mystique around body sculpting which
we wish to uncloud.
Polished Pine
#539C90
R83 G156 B144
Mint Cream
#E3EEE6
R227 G238 B230
Antique Brass
#B59074
R181 G144 B116
Desert Sand
#F2CEB3
R242 G206 B179
Our main blue is complemented by a
more subdued set of colors, including
C47 M0 Y8 K39
PANTONE 5483 C
C5 M0 Y3 K7
PANTONE P 133-1 C
C24 M0 Y0 K0
PANTONE 4725 C
C0 M15 Y26 K5
PANTONE 475 C
a range of neutral and skin tone-esque
colors, to complete our color palette.
*PANTONE colors are closest match
10

PATTERNS
In circumstances where a higher level of design
focus is appropriate, the Wave Pattern is great
for calling attention.
The Wave Pattern draws on the contours of the
female body and it’s curves and features Skin Deep
Sculpting’s full color palette. The short version is
perfect as a segmenter and both work fine in either
the horizontal or vertical configuration.
11

VOICE
We use industry-standard language that is
sophisticated enough to prove we know what
we’re talking about, while remaining simple and
grounded enough to ensure that our copy is
free of unnecessary jargon.
We favour results-oriented explanations that
clearly communicate purpose over medical
speak that may sound impressive but confuse
most of our clients. Of course, we’ll be as technical
as we need to when explaining the finer details of
our services, but standard explanations shouldn’t
be dominated by overly technical terminology.
We are serious but not stodgy – we don’t tell
jokes, but we are fairly casual with our tone,
and we use modern, everyday language that is
easy to understand. Contractions are also
perfectly acceptable.
We are guided by a vision of empowering
others, and as such, our goal should be to
communicate everything clearly and honestly,
while emphasizing inclusivity.
By using approachable language, we hope to
garner a sense of tranquilty and channel the
peace of mind our guests appreciate when
they visit us.
12

Published by Otherworld LLC. All rights reserved. 2020