Lush manualidentityfinaldesign1

LUSH Brand identity guidelines

Contents

• INTRODUCTION • OUR PHILOSOPHY

• VISUAL IDENTITY

• THE LOOK

• THE LOGO

• RULES OF USE

Logo design

Colour palette

Typeface

Logo size

Background

Stretching/Re-sizing

Business cards

Packaging

Internet/Digital media

The primary/secondary logo

Clear space

Positioning

Corporate positioning

INTRODUCTION

Lush is a global, fashionable brand which sells the freshest cosmetics made from natural ingredients. It creates cosmetics 100% by hand from organically grown ingredients. Lush has a range of products for body, hair, face, bath, shower and perfume. Back in 1988, first idea of Lush was begun as a ‘cosmetics to go’ concept, and Lush was officially launched in 1995 in London. Now there are over 900 stores around the World.

100% - made with vegan ingredients.

60% - are preservative free.

38% - are packaging free.

OUR PHILOSOPHY

Fresh ingredients, fresh innovations, and now a fresh new identity! We make effective and fragrant products by using organic fruits, vegetables, herbs and essential oils. Rather than machine made, we produce our items by hand. Every Lush product is locally made and delivered, ensuring your purchases are as fresh as possible.

We follow sound environmental protection practices. We have got rid of unnecessary and wasteful packaging and our products can be bought naked. We only use recycled materials in shower gels and gifts boxes. We encourage customers to bring their own bags as a way of saving the disposal of lots of packaging waste everyday.

We believe in happiness. We have a happy working process and a happy story behind every aspect of how people think of us, and how they react to our products.

Freshness, Environmental protection and Happiness are philosophies we live and breathe.

THE LOGO

Logo design

Colour palette

Typeface

Logo size

Logo Design

Symbol

Word mark

Proportions for Placement

LUSH

Y

X

1/5

Y

LUSH

Colour palette

BubblesPMS 347C

R: 0G: 148B: 83#009453

C: 100M: 0Y: 86K: 3

PMS 354C

R: 4G: 166B: 75#04A64B

C: 80M: 0Y: 90K: 0

PMS white

R: 255G: 255B: 255#FFFFFF

C: 0M: 0Y: 0K: 0

StrawberryPMS 711C

R: 225G: 4B: 45#E1042D

C: 0M: 100Y: 80K: 2

PMS 45% 711C

R: 225G: 4B: 45#E1042D

C: 0M: 100Y: 80K: 2

PMS 362C

R: 77G: 163B: 47#009B3E

C: 93M: 0Y: 100K: 0 LUSH

PMS black

R: 29G: 29B: 27#1D1D1B

C: 0 M: 0Y: 0K: 100

Lush’s colour palette presents its brand personality. Only colours from the palette shown can be used. Please ensure the percentages and colour formulas are correct.

Bubbles Orange

PMS 7506C

R: 255G: 244B: 224#FFF4E0

C: 0 M: 5Y: 15K: 0

PMS 1665C

R: 237G: 107B: 6#ED6B06

C: 0M: 68Y: 100K: 0

PMS 151C

R: 244G: 151B: 18#F49712

C: 0M: 48Y: 95K: 0

PMS 45% 7506C

R: 255G: 244B: 224#FFF4E0

C: 0 M: 5Y: 15K: 0

PMS 45% 1665C

R: 237G: 107B: 6#ED6B06

C: 0M: 68Y: 100K: 0

PMS 45% 151C

R: 244G: 151B: 18#F49712

C: 0M: 48Y: 95K: 0

PMS 347C

R: 0G: 148B: 83#009453

C: 100M: 0Y: 86K: 3

PMS 354C

R: 4G: 166B: 75#04A64B

C: 80M: 0Y: 90K: 0

PMS 362C

R: 77G: 163B: 47#009B3E

C: 93M: 0Y: 100K: 0

PMS black

R: 29G: 29B: 27#1D1D1B

C: 0 M: 0Y: 0K: 100

LUSH

Bubbles Kiwi fruit

PMS 587C

R: 249G: 243B: 178#F9F3B2

C: 5 M: 0Y: 40K: 0

PMS 378C

R: 99G: 111B: 3#636F03

C: 34M: 0Y: 100K: 60

PMS 376C

R: 149G: 193B: 31#95C11F

C: 50M: 0Y: 100K: 0

PMS 45% 587C

R: 249G: 243B: 178#F9F3B2

C: 5 M: 0Y: 40K: 0

PMS 45% 378C

R: 99G: 111B: 3#636F03

C: 34M: 0Y: 100K: 60

PMS 45% 376C

R: 149G: 193B: 31#95C11F

C: 50M: 0Y: 100K: 0

PMS 347C

R: 0G: 148B: 83#009453

C: 100M: 0Y: 86K: 3

PMS 354C

R: 4G: 166B: 75#04A64B

C: 80M: 0Y: 90K: 0

PMS 362C

R: 77G: 163B: 47#009B3E

C: 93M: 0Y: 100K: 0

PMS black

R: 29G: 29B: 27#1D1D1B

C: 0 M: 0Y: 0K: 100

LUSH

Bubbles Avocado

PMS 586C

R: 242G: 237B: 148#F2ED94

C: 9 M: 0Y: 53K: 0

PMS 462C

R: 100G: 76B: 23#644C17

C: 50 M: 58Y: 100K: 45

PMS 5185C

R: 76G: 38B: 45#4C262D

C: 80M: 100Y: 85K: 25

PMS 376C

R: 149G: 193B: 31#95C11F

C: 50M: 0Y: 100K: 0

PMS 45% 586C

R: 242G: 237B: 148#F2ED94

C: 9 M: 0Y: 53K: 0

PMS 45% 5185C

R: 76G: 38B: 45#4C262D

C: 80M: 100Y: 85K: 25

PMS 45% 376C

R: 149G: 193B: 31#95C11F

C: 50M: 0Y: 100K: 0

PMS 347C

R: 0G: 148B: 83#009453

C: 100M: 0Y: 86K: 3

PMS 354C

R: 4G: 166B: 75#04A64B

C: 80M: 0Y: 90K: 0

PMS 362C

R: 77G: 163B: 47#009B3E

C: 93M: 0Y: 100K: 0

PMS black

R: 29G: 29B: 27#1D1D1B

C: 0 M: 0Y: 0K: 100

LUSH

Bubbles Watermelon

PMS black

R: 29G: 29B: 27#1D1D1B

C: 0 M: 0Y: 0K: 100

PMS 7483C

R: 0G: 95B: 33#005F21

C: 85M: 0Y: 100K: 55

PMS 702C

R: 229G: 107B: 124#E56B7C

C: 0M: 69Y: 34K: 5

PMS white

R: 255G: 255B: 255#FFFFFF

C: 0 M: 0Y: 0K: 0

PMS 347C

R: 0G: 148B: 83#009453

C: 100M: 0Y: 86K: 3

PMS 354C

R: 4G: 166B: 75#04A64B

C: 80M: 0Y: 90K: 0

PMS 362C

R: 77G: 163B: 47#009B3E

C: 93M: 0Y: 100K: 0

PMS 45% 7483C

R: 0G: 95B: 33#005F21

C: 85M: 0Y: 100K: 55

PMS 45% 702C

R: 229G: 107B: 124#E56B7C

C: 0M: 69Y: 34K: 5

LUSH

Bubbles Apple

PMS 728C

R: 234G: 195B: 138#EAC38A

C: 0 M: 21Y: 48K: 10

PMS black

R: 29G: 29B: 27#1D1D1B

C: 0 M: 0Y: 0K: 100

PMS 7427C

R: 179G: 9B: 49#B30931

C: 0M: 100Y: 65K: 28

PMS 726C

R: 252G: 234B: 205#FCEACD

C: 0M: 8Y: 23K: 2

PMS 45% 728C

R: 234G: 195B: 138#EAC38A

C: 0 M: 21Y: 48K: 10

PMS 45% 7427C

R: 179G: 9B: 49#B30931

C: 0M: 100Y: 65K: 28

PMS 45% 726C

R: 252G: 234B: 205#FCEACD

C: 0M: 8Y: 23K: 2

PMS 347C

R: 0G: 148B: 83#009453

C: 100M: 0Y: 86K: 3

PMS 354C

R: 4G: 166B: 75#04A64B

C: 80M: 0Y: 90K: 0

PMS 362C

R: 77G: 163B: 47#009B3E

C: 93M: 0Y: 100K: 0 LUSH

Typeface

Fins 8pt

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789&%?

Use the font Fins for all copy content. Ensure that you use correct typographical balance on any body copy. The recommended specification is Fins Medium -10pt on 12pt leading/left hand flush right hand ragged.

Fins 12pt


Fins 14pt


Logo size

Concerning visibility and legibility, the minimum size of the logo should be 20mm (weight). If it requires an application smaller than 20mm wide, use only the word mark “LUSH” as the symbol details will be so small as to create print and legibility problems.

20 mm 15 mm

LUSH

LUSH

LUSH

VISUAL IDENTITY

The primary/secondary logo

Clear space

Positioning

Corporate positioning

The Primary/Secondary logo

There are two versions of the Lush logo: the primary logo (word mark with logotype) and secondary logo (word mark only). Choose the best version for any particular application.

LUSHThe primary version The secondary version

LUSH

Clear space

Please observe clean space around the logo and have no other graphic or text showing in the clear space.

Y

X

LUSH

1/2 X

1/2 Y

LUSH1/2 X

1/2 Y

Positioning

The Lush logo should be placed at the top left hand corner of a page and is always positioned as shown.

The footer colour panel is used only at the base of letterheads, brochures and envelopes. It can be used on advertising materials but only with express approval by the designer.

LUSH

LH Flush text tocentreline of logo(base pointof symbol)

39mm

20.5mm

Positioning

LUSH

LUSH

LUSH

LUSH

LUSH

LUSH

Corporate Positioning

When the Lush logo is used as a corporate brand with other brand logos, the co-brand logo height should be the same as the Lush logo.

LUSH

LUSH

RULES OF USE

Background


Background

The Lush logo should be always appear on a WHITE background, or recycled paper if necessary. The primary version must NEVER be used on a black background, if this is unavoidable, please use the word mark version in white only.

Correct usage

Incorrect usage

LUSHLUSHLUSH

LUSHLUSH

LUSH


Do not distort, rotate, or stretch the logo. No drop shadows to be used.

LUSH

LUSHLUSHLUSH

THE LOOK

Business Cards

Packaging


Business Cards

LUSHPhone: 0061 1300 587 428

Media Contact

Email: [email protected] Web: www.lush.co.nz

LUSHPhone: 0061 1300 587 428

Media Contact


LUSHPhone: 0061 1300 587 428

Media Contact


LUSHPhone: 0061 1300 587 428

Media Contact


LUSHPhone: 0061 1300 587 428

Media Contact


LUSHPhone: 0061 1300 587 428

Media Contact


Packaging

Packaging


Mock-up

Contact

If you have any issues or need more help with branding information, please contact:0061 1300587 428or email: [email protected]