Table of Contents Mission Statement SECTION 1 & Typography Guidelines Color Guidelines s Typography Guidelines SECTION 2 Corporate Identity General Business Cards Employee Business Cards Letterhead Envelope SECTION 3 Packaging & Presentation Bottle Labels Circular Top Labels Product Tags Label Do s & Don ts
Mission Statement LUSH s handmade cosmetics are made with fresh, organic fruit and vegetables, the finest essential oils, and safe synthetics. We believe fresh cosmetics are more effective and require fewer preservatives. That s why we hand-make our products in small batches in our own factories in Vancouver and Toronto. And unlike other beauty companies, many of our products are vegan, and none of our ingredients or products have been tested on animals. We choose ethical sources in our cruelty-free products and use minimal or recyclable packaging. We also give generously to charities championing animal rights, humanitarian concerns and environmental conservation. We believe in making effective products out of fresh organic* fruit and vegetables, the finest essential oils and safe synthetics, without animal ingredients, and in writing the quantitative list on the outside. We also believe in buying only from companies that test for safety without the involvement of animals and in testing our products on humans. We believe in making our own fresh* products by hand, printing our own labels and making our own fragrances. We believe in long candlelit baths, massage, filling the house with perfume and in the right to make mistakes, lose everything and start again. We believe that our products should be good value, that we make a profit and that the customer is always right. *We also believe words like fresh and organic have honest meaning beyond marketing.
Guidelines Proper Use of The Lush logo is an expression of our personality and identity. In order for the logo and company name of Lush to maintain it s identity with it s audience, it is important that it be protected through proper use. The logo should always contain both the lotus, the tagline handmade cosmetics, and the two strokes on either side. The lotus is aligned centrally with the rest of the logo. See the section on Typography for details concerning the tagline. Protection Zone A minimum amount of space (protective area) should be left clear of text, symbols, or other graphic elements. In no instance should visual elements or lines of text overlay the logo. The the amount of protected area is dependent on the proportions of the logo and are derived from the height of the S. There should be a minimum space of one S on each side.
Color Guidelines Color Values fig. 1 When possible, the logo should be shown in the company colors of Orange (Pantone 144) and Green (Pantone 367). fig.1 For one color applications, the logo may appear as a knockout, or either in Orange or 100% Black. fig.2 The colors of the Lush logo should be reproduced as accurately as possible in all electronic or print applications. The following color formulas are acceptable when Pantone will not be used: Pantone 144 Pantone 367 Process C: 0 % C: 42 % M: 46 % M: 0 % Y: 90 % Y: 75 % K: 0 % K: 0 % fig. 2 RGB R: 249 R: 156 G: 155 G: 206 B: 52 B: 110 Web Hex: # F99B34 # 9DCE6E fig. 3 Color & Style Don ts Do not fill the logo with patterns, gradients, or any other elements besides the above colors. Never use special effects like bevels, drop shadows, or any other kinds of filter effects. fig.3 fig. 4 Note, too, that the logo should never be distorted or stretched in any way. fig.1
s s fig. 1 We ask that careful consideration be taken of the background on which the logo is presented. In addition to using the logo on a white background, the recommended background colors are either Orange or 100% black. fig.1 To ensure proper readability, never use the logo on complex backgrounds like photos or illustrations. fig.2 fig. 2 Pattern The flourish pattern is used frequently in the Lush corporate materials and product packaging. Unless otherwise noted, the pattern itself is usually a 75% tint in Orange, on a background of the same color at 100%. The logo, when used in conjunction with the flourish pattern, should only be presented in the white and Green variation shown, and never in black or any other color combination. fig.3 fig. 3 fig. 4 The pattern may also be used on a white background. Do not place the flourish pattern on any other background besides Orange or White, and do not drop the pattern to less than an 85% tint. fig.4 Additionally, when using the flourish pattern on white, do not place any version of the logo on top of this. This is not done due to issues with the legibility of the logo. fig.5 fig. 5
Typography Guidelines Fonts and Typefaces Typography is just as important as design elements for Lush products. It is asked that typefaces and font specifications be adhered to as strictly as possible, especially in the case of product packaging. The fonts featured are used throughout Lush s corporate identity, publications, and product packaging. Here are the guidelines as to when it is appropriate to use each font: AvantGarde Use this font for all contact information amongst corporate identity materials and collateral, and on all product packaging. AvantGarde is not to be used for body text or complete paragraphs of more than 3 sentences. Book and Demi are the only acceptable styles - never use Italics or Oblique. Century Gothic Utilize this font in publications for body copy that consists of paragraphs containing 3 or more complete sentences. Century Gothic should not be used on any product packaging. New Berolina This typeface is only used on product packaging exclusively for the product name. It should never be used in any other print/web materials.
General Business Cards Front of Business Card Dimensions 3.5 x 2 (not shown at actual size) Full bleeds (1/8 inch), die cut in 3 corners Prints in the White & Green (Pantone 367) variation as shown, at 100%. is centered. Pattern prints in 75% tint of Orange (Pantone 144) on 100% solid Orange background. Back of Business Card Prints in Pantone 144 and Pantone 367 variation as shown, at 100%. Contact Information Prints in 100% Pantone 144 7.5pt/9 AvantGarde BK BT - Book and all text information is aligned centered on the back of the card.
Employee Business Cards Front of Business Card Dimensions 3.5 x 2 (not shown actual size) Full bleeds (1/8th inch), no die cut Prints in the white & Green (Pantone 367) variation as shown, at 100%. Pattern prints in 75% tint of Orange (Pantone 144) on 100% solid Orange background. Back of Business Card Prints in Pantone 144 and Pantone 367 variation as shown, at 100%. Title Prints in 100% Pantone 144 9pt/10 AvantGarde BK BT - Demi Contact Information Prints in 100% Pantone 144 7.5pt/9 AvantGarde BK BT - Book Christian Knightly Manager Florida Mall 8001 S. Orange Blossom Trail Unit 348 Orlando, FL 32809 (407) 854-5874 cknightly@usa.lush.com www.usa.lush.com Last line of contact information should line up with baseline of logo. Email address is in 6.5pt to accommodate long names.
Letterhead Front of Letterhead Dimensions 8.5 x 11 (not shown actual size) Full bleeds (1/8th inch), die cut in 3 corners Not presented on this side of letterhead. Pattern and lotus prints in a 85% tint of Orange (Pantone 144) on a 100% solid Orange background. Back of Letterhead Prints in Pantone 144 and Pantone 367 variation as shown, at 100%. Lotus prints at 15% tint of Pantone 144 Contact Information Prints in 100% Pantone 367 10pt/12 AvantGarde BK BT - Book
Envelopes Front of Envelope Dimensions 9.5 x 4.125 (not shown actual size) Full bleeds (1/8th inch), no die cut Prints in the white & Green (Pantone 367) variation as shown, at 100%. Christian Knightly 1809 East Broadway Suite 352 Oviedo, FL 32765 Pattern prints in 85% tint of Orange (Pantone 144) on 100% solid orange background. Return Address Prints in 100% white 12pt/13 AvantGarde BK BT - Book Mailing Address Black print is acceptable. 12pt/13 AvantGarde BK BT - Demi Inside of Envelope Pattern prints in 100% Orange (Pantone 144). Back of Envelope Not presented on this side of envelope. Pattern prints in 75% tint of Orange (Pantone 144) on 100% solid Orange background.
Bottle Labels Label Specifications Dimensions Varies depending on product For use on all round, bottled products Full bleeds (1/8th inch) Note: Depending on size of the product, some text may be printed in black for smaller items Prints in the White & Green (Pantone 367) variation as shown, at 100%. Pattern prints in 85% tint of Orange (Pantone 144) on 100% solid Orange background. Sample in white Product Information Product name printed in 100% black or white 32.5pt New Berolina MT Std Product slogan printed in 100% black or white 9pt/9 AvantGarde BK BT - Book Product description in 100% black or white 6.5pt/7.5 AvantGarde BK BT - Book Ingredients Prints in 100% black or white 6.5pt/7 AvantGarde BK BT - Book Products Listed below is a general example of which Lush bottle and tub products would use this label. Shampoo Facial Toners Spray Bottles Cream Tubs Conditioners Powder Puffs Circular Containers Gel Tubs Sample in black
Circular Top Labels Label Specifications fig. 1 fig. 2 Dimensions Vary depending on product For use on all round, circular tops Full bleeds (1/8th inch) when needed For white background print Pantone 144 and Pantone 367 version at 100%. fig.1 For black background, print white and Green (Pantone 367) version, at 100%. fig.2 For Orange background, print white and Green (Pantone 367) version, at 100%. fig.3 Pattern prints in 85% tint of Orange (Pantone 144) on 100% solid Orange background. fig.3 Alternative backgrounds are 100% white or 100% black. See Do s & Don t for more specifications Product Information Product name printed in 100% white/black 15pt New Berolina MT Std Product type printed in 100% white/black 7.5 AvantGarde BK BT - Book fig. 3 American Cream Solid Perfume Products A list of the different products or product types where this label would be used. Solid Perfumes Hair Gels Lip Balms Cream Tubs Cleansers/Moisturizers Gel Tubs
Product Tags Front of Tag Dimensions 3.5 x 1.125 (not shown actual size) Full bleeds (1/8 inch), die cut in 3 corners Prints in the White & Green (Pantone 367) variation as shown, at 100%. Pattern prints in 85% tint of Orange (Pantone 144) on 100% solid Orange background. Back of Tag Prints in the white & Green (Pantone 367) variation as shown, at 100% Product Information Product name prints in 100% Pantone 367 18.5pt New Berolina MT Std Instructions printed in 100% Pantone 141 6pt/7.5 AvantGarde BT BK - Book Display & Assembly Products should be either be wrapped in wax paper with tag encircling item, or put into cello back and tied with tag. Products Listed below is a general example of which Lush products would use this label. Bath Bombs/Melts Body Butter Bars Soap/Hair Hennas Solid Shampoo Bubble Bars Shower Jellies Cleansers Massage Bars
Label Do s & Don ts Label Set Up fig. 1 Dimension Variations Label size will vary depending on the product. Always use 1/8th inch bleeds when necessary (ie not a white background). Usage For white background print Pantone 144 and Pantone 367 version at 100%. For black background, print white and Green (Pantone 367) version, at 100%. For Orange or pattern background, print white and Green (Pantone 367) version, at 100%. fig.1 - Side Labels For labels on side of container, use pattern background printed in a 85% tint of Pantone 144 on 100% Pantone 144. Never use a solid white or black background for side labels. fig.2 fig. 2 - Top Circular Labels For products with both a side label and a top circular label, the circular label must have use the background pattern. For products without a side label either a 100% white or 100% black background may be used. Note: Black background is used for men s products only. Text and Fonts Product names should printed in 100% white or black using New Berolina MT Std. The product name should be about 25% of the size of the Lush logo. Product descriptions, product type, and ingredients are printed in 100% white or black using Avant- Garde BK BT Book.