LUSH Brand identity guidelines
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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
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789&%?
Fins 14pt
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789&%?
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
Stretching/Re-sizing
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
Stretching/Re-sizing
Do not distort, rotate, or stretch the logo. No drop shadows to be used.
LUSH
LUSHLUSHLUSH
THE LOOK
Business Cards
Packaging
Internet/Digital media
Business Cards
LUSHPhone: 0061 1300 587 428
Media Contact
Email: [email protected] Web: www.lush.co.nz
LUSHPhone: 0061 1300 587 428
Media Contact
Email: [email protected] Web: www.lush.co.nz
LUSHPhone: 0061 1300 587 428
Media Contact
Email: [email protected] Web: www.lush.co.nz
LUSHPhone: 0061 1300 587 428
Media Contact
Email: [email protected] Web: www.lush.co.nz
LUSHPhone: 0061 1300 587 428
Media Contact
Email: [email protected] Web: www.lush.co.nz
LUSHPhone: 0061 1300 587 428
Media Contact
Email: [email protected] Web: www.lush.co.nz
Packaging
Packaging
Internet/Digital media
Mock-up
Contact
If you have any issues or need more help with branding information, please contact:0061 1300587 428or email: [email protected]
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