Brand Id

entit

y Man

ual

I. About Us.....5-6 a. Mission Statement ....5 b. Our Family.....5 c. Salon.....6 d. Child Care....6

II. Brand Identity.....7-12 a. Summary.....7 b. Logo Usage.....8 i. Proper Logo Use.....8 ii. Logo Misuse.....8 c. Color Usage....9-11 i. Brand Colors.....9 ii. Patterns.....10 iii. Hair and Makeup....11 d. Font Usage....12

III. Stationary....13-16 a. Summary....13 b. Letterhead....14 c. Business Card and Envelope....15 d. Brochure....16

Table of Contents

IV. Products....17-23 a. Summary ....17 b. Cosmetics.....18 c. Ephemera.....19-22 i. Ephemera Summary....19 ii. Pens and Calander....20 iii. Apron....21 iv. Picture Frame....22 e. Packaging....23

V. Charming Store....24-32 a. Summary.....24 b. Proper Image Use.....25-26 i. Salon....25 ii. Kid’s Zone.....26 c. Uniforms...27 d. Store Signage ....28-29 i. Example ....28 ii. Signage ....29 e. Store Front .....30-31 i. Example....30 ii. Signage....31VI. Credits....33

The purpose of this manual is to teach employees the importance of creating a cohesive and

consistent look that represents the philosophy of Charming Features salon.

Reviewing over the Brand Identity, Products and the design of the Charming Store will create a

better understanding for each employee to help keep Charming Features a home-made

sophisticated salon for customers around the world.

Our mission is to provide quality hair care, products and child care while creating a “homey” environment for the whole family to enjoy and join together as a community.

Our FamilyCharming Features is all about family.

Established by mothers, Charming Features Salon is a get-away for parents. Not only providing quality service with professional cosmotologists but a tranquil envionment for relaxation. We want our salon to be a “home away from home” where the customer feels comfortable telling about their lives to our employees. We don’t just want to gain frequent customers but friendships.

Child Care*While our cosmotologists are developing relationships with the customers, those working in Child Care will be developing the relationships with their children. Participating in crafts, games and other activities, the children will be enjoying their time in the Children’s Area while their parents get to relax for a few hours.

*Employees for the Child-Care positions will receive back-ground checks.

SalonOur cosmotologists are encouraged to build relationships with the customers while providing spa-like treatments and profes-sional hair care. Our other area of the saon will provide make-up tutorials and samples of our natural make-up products.

Brand IdentityThe Charming Features logo shows both sophistication and a home-made quality. Knowing how to use the logo properly will help to create a consistent look for all products and advertise-ments for Charming Features Salon.

Proper Logo Use

The logo of the Charming Features should look as presented. The ornamenta-tion behind the name of the Salon should be equally the same length on each side, referencing a diamond.

Logo Misuse

Shortened

Stretched Horizontally

Stretched Vertically

Color Usage

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The main colors for the Charming Features logo are Deep Turqouise and Golden Sun.

The logo can also be shown in Black with a Dark Grey and it should always be displayed on a white background.

Royal Magenta C: 28% M: 97% Y: 47% K: 9%

Golden Sun C: 11% M: 18% Y: 66% K: 0%

Autumn Roast C: 21% M: 50% Y: 92% K: 4%

Gentle Leaf C: 22% M: 8% Y: 43% K: 0%

Deep Turqouise C: 76% M: 46% Y: 44% K: 15%

Color Usage

These different patternsand decals can be usedfor make-up containers,advertisements, andother assorted productsdistributed through thecompany.

The main quilt patterncould even be showninside the stores as artwork.

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Color Usage

To show the different hair products, the secondary colors can be used together with one of the primary colors.

For the make-up department, the logo would change to Charming Makeup with the background ornamentation consitently Royal Magenta. The type of makeup would be identified by the second typeface.

Font Usage

Primary Font: Kingthings Petrock Light

Secondary Font: English Essay

Used for the main logo and describing the names of the different makeup and hair products.

Used for tag-lines, mottos, and describing type of makeup and hair products.

Body Text: Hoefler TextUsed for body text on advertisements, website and stationary. For emphasis and captions use Hoefler Text Italicized.

StationaryThe design of the stationary is very important to present. We want the company to look professional and sophisticated while still promoting the home-like feel that is the foundation of our company. Looking at these designs will help create a consistent feel throughout Charming Features.

Letterhead

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Charming Features Salon4572 Woodruff Rd. Greeenville, SC 29688(864) 832-5843charmingfeaturessalon.com

Dear�Reader,

The font for this letterhead should be Garamond at 12 points. The greeting and fare-well should be in English Essay if it is not too difficult to read. The body of fext should always line up under the Charming Features logo to create a unified look. The edges of this letter are shown to be beveled. This should be the same for all prints, including the business card.

I appreciate the time you are giving to read these specifications for the stationary. Charm-ing Features greatly appreciates the time and effort you are putting in to making the stationary looking professional.

Charming Features is all about family. We want the stationary to look clean but still have a bit of homey features including little details like beveled edges. We hope it isn’t too much trouble. Again, Charming Features thanks you.

Sincerely,

Signature of Owner of Charming Features

For the letterhead and business cards, the edges of the paper will be inverse rounded, giving a more sophisiticated look. The envelopes will be standard cut with the quilt pattern inside the fold of the envelope.

Business Card

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(864)-832-5843charmingfeaturessalon.com

(864) 832-5843 charmingfeaturessalon.com

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4572 Woodruff Rd. Greeenville, SC 29688

Intended RecipientAddressState, Zip Code

Envelope

Brochure

The brochure will have an three-page accordian fold. The patterned piece will be what is seen on top.

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Charming Features is all about family. We know as mothers how stressful taking care of the family can be. Our team is committed to giving mothers, or even fathers, time to destress while we take care of your children. We want you to have a relaxing experience at our salons/spas without it feeling like a big corporation. We want you to feel at home with us.

Products: Our products are homemade with little use of chemicals to insure that your child’s safety is number one. Both shampoos and make-up are sensitive to face and hair style to bring the best result.

Child-Care: Our employees are spe-cifi cally chosen for this job who have experience in child-care and have a genu-ine love for children. With various crafts and activities that we have provided in the other part of thes store, we can assure your children are being taken care of while you relax.

Please Contact Us: 4572 Woodruff Rd. Greeenville, SC 29688

(864) 832-5843

charmingfeaturessalon.com

ProductsWe strive to give out naturally-made hair and make-up products. Not only to protect the customers from the harsh chemicals but to ease the worry of children getting into something extremely poisonous. With each product specifically targeting the type of hair and skin, the customer gets their own personal set of products to take home.

Foundation�

Cosmetics

The Hair Products for Charming Features are simple, rounded containers. Depending on the product, the logo and bottle cap will change color to match the description. The bottle cap will be the same color as the ornamentation on the logo on the bottle.

The Make-Up Products for Charming Features will differ in size and shape depending on the type of products. Mascara will be held in small, cylinders, while like this powder foundation container is shorter. The Make-Up logo is located on the lid with the pattern wrapping around the actual container.

Ephemera

Charming Features also offers extra home products. From smaller household objects to decorative items, Charming Features hopes to add a little more sophistication to the customer’s home but still have a practical purpose.

Ephemera

The Charming Features calander is a small calander to place on a kitchen counter or work desk. Each page has a encouraging Bible verse along with a home tip or recipe at the bottom.

We also offer a variety of capped, ball-point pens with the Charming Features colors and patterns.

Ephemera

Aprons are a necessity for busy moms. Charming Features offers a variety of full-body aprons and waist aprons. Each has one at least two of the Charming Colors. We hope to make the mothers feel beautiful while still performing their motherly duties.

Ephemera

Charming Features knows how fun it is to personalize someone’s home. Our combined picture frames adds a little fun to anyone’s wall while still incorporating the Charming Colors. There are several different styles of combined frames creating an interesting composition of pictures for the customer’s wall.

Packaging

All Charming Features products will be put into one of these packages to take home. Larger packages that hold items such as shampoo, conditioner, hairspray or ephemera items will have a Deep Turquoise folded top and handle.

Small packages that hold make-up or sample items will have a Royal Magenta top and handle.

Charming Store

Promoting the image of Charming Features is very important to us. Whether it be through the interior design of our store or advertisements seen throughout the community, Charming Features wants to have the consistent look of home-made sophistication.

Proper Image Use

For the interior of the Salon area of Charming Features, these pictures are appropriate to be seen in large dynamic posters or large framed pictures.They are also appropriate for advertisements.

Proper Image Use

For the Children’s section of the Charming Features Store, smiling pictures of children along with bright colorful pictures should be seen around the room to invite the children into a welcoming, exciting envrionment.

Charming Uniforms

Displaying the simplistic theme of Charming Features, the employee uniforms display that idea. All that is required is a black collared shirt for the men with black pants.

Women are required to wear a nice black shirt with black pants.

Both employees can wear any type of black closed-toe shoe that they want. The uniforms are to display comfort and a home-like feel while still looking professional.

Store Signage

Store Signage

The Charming Features pattern can be used as a large wall graphic, or smaller decorative patterns through-out the store.

Small features, like the logo being printed onto a tablecloth can be seen to welcome you into the Salon.

Chalkboard canvases can be placed throughout the interior to decorate the children to the “Kid’s Zone” while others could be decorated to the spa or salon area.

Store Front

Store Front

The Charming Features Salon should usually be found in a town’s old town or main gathering place for special events. Our main priority is to get to know the customer and invest in their lives while still give them a convenient place to get a good hair cut.

The store’s logo should be located on any outdoor sign that could be seen above and on the entrance doors and one main window.

Online Resources

About Us

Charming Features is all about family.

We know as mothers how stressful taking care of the family can be. Our team is committed to giving mothers, or even fathers, time to destress while we take care of your children. We want you to have a relaxing experience at our salons/spas withoutit feeling like a big corporation. We want you to feel at home with us.

Our Our Products are homemade with little use of chemicals to insure that your child’s safety is number one. Both shampoos and make-up are sensitive to face and hair style to bring the best result.

Our employees are specifically chosen for this job who have experience in child-care and have a genuine love for children. With various crafts and activi-ties that we have provided in the other part of the store, we can assure your children are being taken care of while you relax.

(864)-832-5843

4572 Woodruff RoadGreenville, SC 29688

4572 Woodruff RoadGreenville, SC, 9688

(864) 832-5843Kids!Come check out these great games, puzzles and more!

Games Puzzles More

The Charming Features should reflect the brand as well. With a simple web designlayout, anyone should be able to navigate through our website to know who we are and what products we offer.

The Kids even have their own section that links them to friendly games, puzzles and more.

Credits

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