Brand Manual · helvetica neue UltraLight for copy and sublines, The great escape for headlines and highlighting in the body copy. Din regular is used for company- or product-related

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Brand Manual

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Welcome to

the World of

Wunderbar!

Welcome to the Wunderbar Ident It y

Dear User of the Wunderbar Brand Manual,

This manual will be your trusty companion in all matters regarding the design of communication material for the Wunderbar brand.

Trust can only be inspired by a measure of internal and external continuity, and thus generate the desired identification with the Wunderbar brand.

This manual covers all relevant communication media sectors. Consistent design standards help to save time and avoid mistakes, while by no means setting limitations on personal creativity.

Should you still have questions, or something is unclear to you, please contact:[email protected]

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SUMMary of Main poinTS 4

1. BranD STory 5

2. Logo 6

3. Typography 11

4. CoLorS 14

5. iMagery & BUyoUTS 16

6. BranD CoMMUniCaTion & poS 18

7. WeBSiTe 19

8. proDUCT paCkaging 20

ConTenTS

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1. BranD STory Wunderbar helps hairdressers and hairstylists to express their originality. a wide selection of professional hair products enables you to emphasise your expertise and create stunning, original looks with strong, healthy and vibrant hair.

2. LogoSizeThe logo should always be appropriately sized in relation to the selected page format.

positioningThe page margin should be at least half the logo cap height.

ColorThe logo is used either in white or Wunderbar red (pantone 192 C, CMyk 0/70/100/0, rgB #e3003a).

3. TypographyCorporate typefacehelvetica neue UltraLight for copy and sublines, The great escape for headlines and highlighting in the body copy. Din regular is used for company- or product-related texts (business stationery, labels, etc.)

Color Type is black (100%k). headlines in The great escape can also be set in one of the Wunderbar colors.

Type size reference system The subline is the same size as the copy, but set in caps. The headline is twice the size of the copy, and set in caps.

Typesetting ragged right

Letter spacing The letters in the copy are slightly spaced out (+10 adobe). appropriate letter spacing should be observed for headlines (not more than +25 adobe).

4. CoLorS There are five Wunderbar colors that primarily define the brand look: The main color is Wunderbar red (pantone 192 C, CMyk 0/70/100/0, rgB #e3003a), which is the primary brand color, and in addition the product range colors can be used.

5. iMageryThe Wunderbar image is colorful, stylish, exclusive and trendy.our pictures are divided into three groups: color, care and styling, which can‘t be mixed with one other.

6. CoMMUniCaTionThe product and image advertisements consist of full-format visuals, a brush stroke (cropped at one or two sides), which can act as a sign-off or eye-catcher, and a product shot. The logo is positioned as specified in Section 2.

7. proDUCTSThe Wunderbar product range consists of three product categories (color, care and styling), each of them in a modern and funky design. The handling is user-friendly and the products are easy to recognise on the shelf.

SUMMary of Main poinTS

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as a professional hairdresser, you have a sharp eye for aesthetics, as well as a sixth sense for trends. you are passionate about creating new and memorable looks, and you simply love what you do.

Wunderbar supports your passion for your craft by providing you with cutting-edge professional hair products. We help you to express your creative spirit and create unique looks with strong, healthy and vibrant hair. The Wunderbar range includes expert color products based on the unique triple color technology ™, which improves the hair condition and vibrancy with unlimited color mixing possibilities.

Colored hair requires special care and attention. That is why, in addition to the expert color products, Wunderbar developed a professional line of care products with revitalizing tri-complex and styling products with a unique 48h Fix complex, all of which improve the hair’s condition highly and guarantee optimal hair color protection.

our products set no limits to your creativity, so you can achieve excellent results and exceed customer expectations with personalized styles that represent today‘s looks for all hair types, time and again. While you concentrate on your customers and hair creations, Wunderbar takes care of the rest.

Wunderbar inspires and supports hairdressers and hairstylists like you, to express your originality with a broad range of professional hair products that help you excel in your craft and create distinctive, unique looks.

1. BranD STory

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forM a company’s advertising presentation has a unifying recognition mark: the logo. it should always be integrated into all advertising material.

The Wunderbar logo consists of the “Wunderbar” signet and tagline “create wonderful hair”. These two logo elements form a permanent entity and they must always be used in this combination.

The logo is available as a vector-based epS file. This template can be reduced or enlarged in size as required with no loss of quality.

CoLorThe logo color is white (on a dark background) or red (on a light background). pantone should be used as far as possible for printing to achieve optimum logo luminance.in exceptional cases, black can also be used as logo color.

2. Logo

pantone 192 C --------CMyk 0/100/70/0 0/0/0/0rgB #e3003a #ffffff

pantone pantone Black --------CMyk 0/0/0/100 0/0/0/0rgB #000000 #ffffff

Standard cases exceptional cases

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Logo pLaCeMenT The cap height of the logo corresponds to its distance from the margin.The safe area around the logo is half a logo cap height. no other elements such as copy or other brands may be positioned in this zone.

2. Logo

W12

W32

W

example of logo placement in a brochure

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Logo Size aside from a muted background, to achieve good readability the size of the logo is also crucial.

The logo should therefore always be used with a minimum width of 30 mm. if it has to be set smaller in exceptional cases, the tagline should be omitted as it will no longer be legible.

The logo width is 55 mm for an a4 format advertisement. it should be adapted accordingly for other formats.

BranD naMe in BoDy Copy if the brand name Wunderbar appears in the body or info copy, please note that the Wunderbar logo is not used in body copy or, for instance, in address details at the respective place.

minimum size30 mm

exception< 30 mm

optimum size> 50 mm

2. Logo

Wunderbar supports your passion for your craft by providing you with cutting-edge professional hair products. We help you to express your creative spirit and create unique looks with strong, healthy and vibrant hair. The Wunderbar range includes expert color products based on the unique Triple Color Technology ™, which improves the hair condition and vibrancy with unlimited color mixing possibilities.

As a professional hairdresser, you have a sharp eye for aesthetics, as well as a sixth sense for trends. You are passionate about creating new and memo-rable looks, and you simply love what you do.

Wunderbar inspires and supports hairdressers and hair-stylists like you, to express your originality with a broad range of professional hair products that help you excel in your craft and create distinctive, unique looks.

Triple Color Technology ™

Revitalizing Tri-Complex

Fix Complex

48 h

Our products set no limits to your creativity, so you can achieve excellent results and exceed customer expectations with personalized styles that represent today‘s looks for all hair types, time and again. While you concentrate on your customers and hair creations, Wunderbar takes care of the rest.

Colored hair requires special care and attention. That is why, in addition to the expert color products, Wunderbar de-

veloped a professional line of care products with Revitalizing Tri-Complex and styling products with a unique 48h Fix Complex, all of which improve the hair’s condition highly and guarantee optimal hair color protection.

example of using the brand name in body copy

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Logo pLaCeMenT if the logo is set on a visual, the safe area (as explained on page 8) has to be kept.

2. Logo

Discover Wunderbar Professional Hair

Care products

Five Wunderbar hair care lines have been formulated with a unique Revitalizing Tri-Complex. Depending on the respective hair type, each care line offers three specific actions thanks to special active ingredients. All the Wunderbar professional care products are paraben-free and respect the natural pH level balance of the scalp, improving the hair’s condition and adding shine. www.wunderbarhair.com

Discover the Wunderbar world of color with Hair Color Cream,Cream Peroxides, Color Neutralizer and Bleaching Powder.

Get inspired by Wunderbar Professional Hair Color

Wunderbar Hair Color Cream offers an extensive range of 98 shades, based on a unique Triple Color Technology with with panthenol and plant proteins, which moisturize and condition the hair. The minimum, shade-specific alkali concen-tration and the selected color molecules generate very brilliant colors, 100% white coverage and long-lasting results. The range also uses a shade-specific gentle ammonia concentration, as well as care agents that regenerate the hair and protect the cuticle during the coloring process. www.wunderbarhair.com

Boost your creativity withWunderbar Professional Styling products

The Wunderbar Styling line offers a range of professional products to help you create lush and long-lasting hairstyles. All the products in the range include a unique 48h-Fix Complex, a special memory effect based on resins, which reactivate when in contact with water. This makes it possible to recreate the initial hairstyle at any time, even a day later. In addition, all Wunderbar Styling products are formulated with an efficient sun filter to protect the hair and the hair color against UV rays. www.wunderbarhair.com

2. WUnDerBar poS MaTeriaLS (BroChUre, Bag …): The logo is always placed in the middle.

1. WUnDerBar aDverTS: always place the logo in the bottom-right corner. The body copy and the Wunderbar logo are placed on the brush stroke, which works as a sign-off.

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2. Logo

4. WeBSiTe: Logo is always positioned in the top-left corner.

3. WUnDerBar Banner: Logo is positioned in the bottom middle.

Logo pLaCeMenT if the logo is set on a visual, the safe area (as explained on page 8) has to be kept.

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a key visual element of continuity is the corporate typeface. The corporate typeface is that predominantly or even solely used by a company. Like the corporate logo, the corporate typeface also plays an important role in generating recognition in corporate communication.

BranD CoMMUniCaTion helvetica neue UltraLight was selected for Wunderbar end consumer communication. This is a sans serif typeface that is easy to read and can be used variously, also in other languages.

aBCDefghiJkLMnopQrSTUvWXyzabcdefghijklmnopqrstuvwxyz1234567890!„§$%&/()=?

The great escape was selected as an additional typeface. it is distinguished by its handwritten character and can be used for headlines or accentuation.

abcdeFGhIJKlmnoPQrStuVWXyZabcdefghijklmnopqrstuvwxyz1234567890!„$%&/()=?BUSineSS STaTionery anD proDUCTS Din regular was selected for applications to do with Wunderbar business stationery and product range description, and is characterised by a clear modern look.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!„§$%&/()=?

3. Typography

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Type Size referenCe SySTeM The subline is set in the same point size as the body copy, only differing from it therefore in its use of caps. The point size of the headline is 200 % of the body copy, making it twice the size of the subline. The headline is set in caps.

LeTTer SpaCing Spacing refers to the distance between letters.Letter spacing is prescribed at +10 (adobe) for Wunderbar.

TypeSeTTing The body copy and headline are always set in ragged right.

aCCenTUaTion The great escape is used in this case, in the same color and size as the body copy.

eXaMpLe:

hairSTyLing CoMBineS CrafT WiTh arT, WiTh The hair aS yoUr CanvaS.hair comes in all shapes and textures. for you to perfect the hair styling of your customers, you need the right styling products – easy to use and enabling you to boost your creativity. What’s more, styling products should offer extra care and shine.

The Wunderbar Styling line offers a range of professional products to help you create lush and long-lasting hairstyles. all the products in the range include a unique 48 h -Fix complex, a special memory effect based on resins, which reactivate when in contact with water. This makes it possible to recreate the initial hairstyle at any time, even a day later.

3. Typography

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3. Typography

Catalogue inside spread

Typesetting, advertisement and close-up

Wunderbar supports your passion for your craft by providing you with cutting-edge professional hair products. We help you to express your creative spirit and create unique looks with strong, healthy and vibrant hair. The Wunderbar range includes expert color products based on the unique Triple Color Technology ™, which improves the hair condition and vibrancy with unlimited color mixing possibilities.

As a professional hairdresser, you have a sharp eye for aesthetics, as well as a sixth sense for trends. You are passionate about creating new and memo-rable looks, and you simply love what you do.

Wunderbar inspires and supports hairdressers and hair-stylists like you, to express your originality with a broad range of professional hair products that help you excel in your craft and create distinctive, unique looks.

Triple Color Technology ™


Fix Complex

48 h

Our products set no limits to your creativity, so you can achieve excellent results and exceed customer expectations with personalized styles that represent today‘s looks for all hair types, time and again. While you concentrate on your customers and hair creations, Wunderbar takes care of the rest.

Colored hair requires special care and attention. That is why, in addition to the expert color products, Wunderbar de-

veloped a professional line of care products with Revitalizing Tri-Complex and styling products with a unique 48h Fix Complex, all of which improve the hair’s condition highly and guarantee optimal hair color protection.


YOU CANNOT CHANGE THE NATURE OF HAIR, BUT YOU CAN CONTROL AND IMPROVE ITS TEXTURE AND

STRUCTURE WITH WUNDERBAR HAIRCARE.

oveRview wundeRbaR haiR CaReSHAMPOO50 ml or 250 ml or 1,000 ml

CONDITIONER50 ml or 250 ml or 1,000 ml

MASK250 ml

LEAVE-IN TREATMENT50 ml or 200 ml

SPRAY200 ml

COLOR PROTECTION

COLOR PROTECTIONSILVER

REPAIR

VOLUME

MOISTURE

SMOOTH ‘ N SHINE

From straight and smooth or fine and coarse to wavy,

curly or frizzy, hair comes in many different textures and

diverse density. To help you manage these different hair types,

Wunderbar has created an exclusive range of professional products, divided

into five care lines. All Wunderbar hair care products have been formulated with a

unique Revitalizing Tri-Complex. Depending on the respective functionality, each

of the five care lines offers three supporting actions thanks to special active ingredients.

All the Wunderbar professional care products are paraben-free and include the rare, luxurious argan oil, which is naturally rich in vitamin E plus omega 6 to help nourish and protect hair from external damaging influences, and effectively fight ageing. In combination with other natural active ingredients, Wunderbar care products deliver a superior all-round care performance and enable you to create, healthy and revitalized hair styles. What’s more, all Wunderbar professional care products respect the natural pH level balance of the scalp.

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Care products



Care products



Care products


appLiCaTion eXaMpLe

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The Wunderbar image is characterised by bright, vibrant colors.

4. CoLorS

pantone 192 CCMyk 0/100/70/0rgB #e3003a

pantone 430 CCMyk 0/0/0/30rgB #cccccc

pantone 527 C 1225 CCMyk 75/100/0/0 0/20/70/5rgB #662483 #ffd776

pantone 320 C 374 CCMyk 100/0/30/5 35/0/75/0rgB #0096ae #bad25f

The other colors are derived from the Wunderbar care product range.

Wunderbar grey / Silver is used for the styling range. Depending on the specific holding factor of every product, we added a color code for the styling products.

Wunderbar red is the primary color and can also cover the entire format.it also represents the color range.

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YOU CANNOT CHANGE THE NATURE OF HAIR, BUT YOU CAN CONTROL AND IMPROVE ITS TEXTURE AND

STRUCTURE WITH WUNDERBAR HAIRCARE.

oveRview wundeRbaR haiR CaReSHAMPOO50 ml or 250 ml or 1,000 ml

CONDITIONER50 ml or 250 ml or 1,000 ml

MASK250 ml

LEAVE-IN TREATMENT50 ml or 200 ml

SPRAY200 ml

COLOR PROTECTION

COLOR PROTECTIONSILVER

REPAIR

VOLUME

MOISTURE

SMOOTH ‘ N SHINE

From straight and smooth or fine and coarse to wavy,

curly or frizzy, hair comes in many different textures and

diverse density. To help you manage these different hair types,

Wunderbar has created an exclusive range of professional products, divided

into five care lines. All Wunderbar hair care products have been formulated with a

unique Revitalizing Tri-Complex. Depending on the respective functionality, each

of the five care lines offers three supporting actions thanks to special active ingredients.

All the Wunderbar professional care products are paraben-free and include the rare, luxurious argan oil, which is naturally rich in vitamin E plus omega 6 to help nourish and protect hair from external damaging influences, and effectively fight ageing. In combination with other natural active ingredients, Wunderbar care products deliver a superior all-round care performance and enable you to create, healthy and revitalized hair styles. What’s more, all Wunderbar professional care products respect the natural pH level balance of the scalp.

98

Boost your creativity withWunderbar Professional Styling products

The Wunderbar Styling line offers a range of professional products to help you create lush and long-lasting hairstyles. All the products in the range include a unique 48h-Fix Complex, a special memory effect based on resins, which reactivate when in contact with water. This makes it possible to recreate the initial hairstyle at any time, even a day later. In addition, all Wunderbar Styling products are formulated with an efficient sun filter to protect the hair and the hair color against UV rays. www.wunderbarhair.com

Catalogue inside spread

advertisement poS material (door sticker, wobbler)

4. CoLorS

www.wunderbarhair.com

professional

hair color hair care hair styling•

•

I Wunderbar Hair Care products!


NEW!

appLiCaTion eXaMpLe

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The Wunderbar image is dominated by a sense of style and quality.

The general photo look is described by the following attributes: colorful, stylish, high quality and cool (in the British sense) with a plain background. The focus is on hair, the models and their style.

The key visuals are divided into three groups: color, care and styling.

While silky immaculate hair is spotlighted in the color and care portraits, the styling theme adopts the fashion aspect with full-length portraits.

portrait shots are sometimes heavily cropped; this convention must be observed at all cost. please use our paste-ups as a reference for cropping images correctly.

another key element is a brush stroke, cropped at one or two sides, that can be depicted in the Wunderbar colors.

* CopyrighTS phoTographer norBerT kniaT - phoTo proDUCTion WUnDerBar for the selected and retouched pictures of the photo-shooting, for the trademark Wunderbar from July/2013, photographer norbert kniat, the following copyrights take effect: 3 years, beginning with 1st of november 2013 - worldwide for print in spe-cialized press and online at the agreed price of 3.000,00 euro. after this period, the copyrights for these selected pictures have to be requested again, if further using is planed.

5. iMagery & BUyoUTS*

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CoLor

Care

STyLing

5. iMagery & BUyoUTS*

These pictures need to be used exclusively with their functionality: color models, care models and styling models. They can‘t be mixed with one other.

* B

Uyo

UTS

Men

Tio

neD

on

pag

e 13

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at present brand communication consists of: product advertisements, an image and product catalogue, poS material and a website. for examples please have a look at pages 9 and 10.

The key visuals for the whole print advertisements are: full-size model picture, Wunderbar packshot and the brush stroke. please make sure you use the right imagery for the selected product range!The body copy is positioned on the brush stroke as a red sign-off; the headline is positioned at the top taking into account the key visual. The logo is used according to the described sizes and safe area rules. The web address is centred below the logo.

6. BranD CoMMUniCaTion & poS


Care products


headline(font: The great escape)

product shot

Copy(font: helveticaneueUltraLight)

key elementas sign-off

Logo

Web address (font: Din regular)

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7. WeBSiTeplease visit our website www.wunderbarhair.com.if you would like to build up this website in your language please contact us [email protected].

Wunderbar has one global website and it is not allowed to build any separate, local sub-pages.

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CoLor range

The color range was recently redesigned. This redesign mainly affected the existing bottles and integrated a graphic design with new elements like the handwritten font and the bold stripe showing further product information.

The main color is Wunderbar red, referring to the brand‘s origin.

The icon illustrates the Triple Color Technology ™ via three triangles.

8. proDUCT paCkaging

pantone 192 C 430 C 2905 CCMyk 0/100/70/0 5/0/0/45 40/2/0/0rgB #e3003a #a0a3a6 #b1d6f4

CreaM peroXiDe reD &CoLor CreaM reD neUTraLizer grey BLeaChing poWDer BLUe

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Care range

The colors for the care range are inspired by the fashion trends “color blocking“ and “transparency“. This concept supports the core of Wunderbar as a color-focused brand. The chosen colors are fresh, lively and dynamic.

Besides the white logo, which is positioned vertically and centred in the middle, the product definitions (shampoo, conditioner ...) come in a handwritten font, which symbolises the creativity of the products and the professional hair designers.

The stripe on each product is highlighted by color blocking; the contrast color leads easily through the range. it should always be printed glossy.

The icon on the bottom of the bottle symbolises the three actions of the revitalizing Tri-Complex. each circle lies in another circle.

pantone 192 C 1225 C 374 C 320 C 527 CCMyk 0/100/70/0 0/20/70/5 35/0/75/0 100/0/30/5 75/100/0/0rgB #e3003a #ffd776 #bad25f #0096ae #662483

CoLor proTeCTion CoLor proTeCTion SiLver repair SMooTh & Shine MoiSTUre voLUMe


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Bold colors

Transparent cap

article name (font: The great escape)

Contrasting color stripe

name of product line(font: Din regular)

icon(with metallic hot foil finishing)

Wunderbar logo (with Uv varnish)

Care proDUCTS in DeTaiL

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STyLing range

The styling range packaging is a mixture of metallic silver, which creates a technical look, and significant colors, showing one of the four holding factors.The level‘s number is highlighted in the same color as the stripe and bigger than the other numbers.

The creativity of Wunderbar styling products is also represented by handwritten typography.

The inner circle of the icon is surrounded by a dotted circle to symbolise the 48h fix Complex of the styling products.


pantone 2395 C 320 CCMyk 25/95/0/0 100/0/30/5rgB #a42681 #0096ae

pantone 320 C 374 CCMyk 100/0/30/5 35/0/75/0rgB #0096ae #bad25f

pantone 374 C 527 CCMyk 35/0/75/0 75/100/0/0rgB #bad25f #662483

pantone 527 C 1225 CCMyk 75/100/0/0 0/5/65/0rgB #662483 #662483

hoLDing faCTor 1

hoLDing faCTor 3

hoLDing faCTor 2

hoLDing faCTor 4

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Documents

Brand Manual · helvetica neue UltraLight for copy and sublines, The great escape for headlines and highlighting in the body copy. Din regular is used for company- or product-related