LUSHBrand GuidelinesFRESH HAND MADE cosmetics1.0 Rationalemood board imagery and tone Lush - Fresh Hand Made Cosmetics. A brand that focuses on values including but not limited to things such as the fresher the ingredient is, the better the effect, 100 percent vegetarian and more than 80 percent are vegan, to source ingredients and packaging, but to also learn about and build close relationships with the land, the human touch, going naked by getting rid of it packaging, and fighting against animal testing. A brand that doesn’t necessarily target any specific gender, “skin, hair care, and self-care is for everyone.” The majority of Lush’s advertising is organic. So what better reason than to create a modern symbol that can be used across variations of packaging or just simply embedded on the product than combining classical elements that typically refer to concepts of the earth such as water, air, and fire by creating movement within elements using negative space and contrast using a variety of line weights to create an “L” shape.2.1 The Brand ColoursGENERAL COLOURS Staying true to Lush’s brand the goal is to keep in mind that products range from vibrant rainbow bubble bars to earthy-tone face masks. The brand colours must be kept simple so that the colour of the products can stand out. The use of brand colours for the printed and digital logo is as followed, it has been selected for use in signage, web, and catalogs but may vary through packaging. The logo may only be used with a 100% tint. Hex #859494 RGB 133, 148, 148 CMYK 51, 34, 38, 2 Hex #fffcf9 RGB 255, 251, 249 CMYK 0, 1, 1, 0 COLOUR 01 CLEAN SLATE COLOUR 02 SNOW WHITE Main Colour | 01 Main Colour | 02 2.2 The Brand ColoursALTERNATIVE COLOURS Alternative colours are used through Lush’s brand. Black and White can be used instead of General Colours, and the rest of the colours are based on the colour of each product. A rainbow of colours can be used throughout their packaging changing only one element throughout the logo. These colours have been selected for packaging purposes only and may only be used with a 100% tint. Hex #000000 RGB 0, 0, 0 CMYK 75, 68, 67,90 Hex #f8991d RGB 248, 153, 33 CMYK 0, 47, 98,0 Hex #a51f5d RGB 165, 30, 92 CMYK 31, 100, 42, 10 Hex # fbb11b RGB 248, 176, 27 CMYK 1, 34, 99,0 Hex #FFFFFF RGB 255, 255, 255 CMYK 0, 0, 0, 0 Hex #989936 RGB 151, 153, 55 CMYK 44, 28, 100, 5 Hex #0b5a72 RGB8, 91, 115 CMYK93, 56, 39, 18 Hex #482d7c RGB 72, 45, 125 CMYK 89, 100, 16, 4 COLOUR 01 BLACK BEAUTY COLOUR 07 ORANGE JUICE COLOUR 03 STRAWBERRY PICKING COLOUR 05 Lemonade COLOUR 02 OLAF COLOUR 08 LEA COLOUR 04 OCEAN BLUE COLOUR 06Royal Alternative | 01Alternative | 07Alternative | 03Alternative | 05Alternative | 02Alternative | 08Alternative | 04Alternative | 062.3 The Brand ColoursALTERNATIVE COLOURS Alternative ...
