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OVERVIEW

Introduction

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The beauty behind our business. What we do. Why we do it. How we do it. And what makes us different.

We believe there is only one way to beautiful, nature’s way. We’ve believed this for years and still do. We constantly seek out wonderful natural ingredients from all four corners of the globe, and we bring you products bursting with effectiveness to enhance your natural beauty and express your unique personality. And whilst we’re doing this, we always strive to protect this beautiful planet and the people who depend on it. We don’t do it this way because it’s fashionable. We do it because, to us, it’s the only way.

The Body Shop is a leader in promoting greater corporate transparency, and we have been a force for positive social and environmental change through our campaigns around our five core values: Support Community Trade, Defend Human Rights, Against Animal Testing, Activate Self-Esteem and Protect Our Planet.

Chairman’s Letter

ABOUT THE BODY SHOPThe Body Shop was one of the world’s first ethical businesses, and we’re still recognized internationally as a company that puts its values into practice, every day.

We may have started with just one small shop in Brighton, but 35 years later The Body Shop has more than 2,600 stores in 66 markets, selling more than 1,200 products. We began with the vision and the entrepreneurship of one woman -Anita Roddick- and we’re now part of the leading beauty group in the world, L’Oréal. Our passion, our commitment, and our principles have not changed. They are stronger and more relevant now than they’ve ever been.

Our products contain naturally-derived ingredients wherever possible, and are never tested on ani-mals. We’ve always campaigned passionately about cutting edge social and environmental issues. We pioneered Community Fair Trade as far back as 1987, and work with these suppliers whenever we can. Each of our relationships is unique, providing different benefits for the communities, such as a more stable future, or access to basic essentials, like education, clean water and healthcare.

We believe in treating people well, trading fairly and protecting the planet.

Table of Contents

OVERVIEW

Introduction 1

Chairman’s Letter 2

LOGO ELEMENTS

Logo Construction 6

Logo Clear Space 7

Color Palette 8-9

Do and Don’t 10-11

Primary Typeface 12

Secondary Typeface 13

BUSINESS FORMS

Stationery System 16-17

APPLICATIONS

Advertising/Print Advertisements 20-21

Advertising/Billboards 22-23

Packaging 24-25

Architecture 26

Vehicle Graphics 27

New Media 28

Resources 29

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LOGO ELEMENTS

Logo Construction

The spacing between each word equals the width of the uppercase H in the logo.

Here are the standards for the general construction of the logo.

Logo Clear Space

Clear space is the area surrounding the signature that must be kept free of other graphic elements. The minimum required clear space is defined by the measurement of the length of the uppercase H.

The clearspace, represented by length of the uppercase H. Nothing may come into contact with the logo, within the surrounding clearspace.

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Color Palette

We like to refer to the logo as a chamelion. It is flexible, being able to change content and color, yet always remaining within the original form.

When the logo is not shown with an image as the background, it is acceptable to use the logo as black against a white background or white against a black background.

Size variations of the logo are encouraged and recommended to maintain the flexible image of the brand variation. However, restraints occur to prevent the logo from being too small or too large.

The black box represents the logo reversed out, against a black background. The logo is never framed inside any form of a box. The white logo is acceptable against colored backgrounds.

The concept for our image-based logos is simple. We use images that we feel represent the core values and principles of our company. We then extract part of the image into our logo, which creates a graphic, abstract image within the logo.

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Do

Do use an image behind the logo that represents the company.

Do use an image that makes the logo legible.

Do use the logo with the correct standards.

Don’t

Do not distort the logo by stretching the letters in any way.

Do not tilt the logo.

Do not use an image that makes the logo illegible.

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Primary Typeface

Miso LightABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Miso RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Miso BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Secondary Typeface

Lobster Two RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Lobster Two BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Lobster Two ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

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BUSINESS FORMS

Stationery System

This includes the standard letterhead, envelope and business card.

16 17

APPLICATIONS

Advertising/Print Advertisements

Where beauty and nature meet Where beauty and nature meet

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One way to advertise the brand, is to place the logo onto a representative image to make a strong statement. Another way is to show the image as the logo, conveying a bold message.

Advertising/Billboards

It is optional to feature the tagline, “Where beauty and nature meets” on advertisements.

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Packaging

The logo treatment may also vary on the product packaging. All bottles have a black label with white text and the logo. The body butters have a colored label that corresponds to each fruit scent.

All standard shopping bags are black with the white logo. Seasonal bags may fluctuate with images and logo variations.

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Interior Architecture Vehicle Graphics

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New Media

This is the homepage for The Body Shop website, which changes periodically with the seasons and promotions.

Resources

For more information, contact The Body Shop at:

2737 S Downing StEnglewood, CO 80113

303.773.5312

thebodyshop-usa.com

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Morgan Huneck © 2012Printer: lulu.com

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