ZO® SKIN HEALTH2021 VISUAL BRANDING GUIDELINESB R A N D G U I D E L I N E S 2 0 2 0I N T R O D U C T I O NAt ZO® Skin Health, we strive to be the No.1 physician-dispensed, luxury medical skincare company in the world. To achieve our brand’s mission, the ZO® Skin Health image must align with our corporate goals + values.These Brand Guidelines convey mandatory standards for integrating ZO® Skin Health branding into all communications from the brand including, but not limited to, marketing and education materials, to improve and unify overall messaging for our audiences. These standards demonstrate the correct usage of the core visual elements that define our brand’s identity and are designed to help the ZO® Skin Health brand maintain a consistent “voice.”These Brand Guidelines may be updated or expanded upon in order to adapt to an evolving environment and to continue to align with the company’s strategy.B R A N D G U I D E L I N E S 2 0 2 13TA G L I N EOur tagline captures the essence of our brand while perpetuatingour mission and vision.E S S E N T I A L C H A R A C T E R I S T I C SHighlights our technologically advanced formulationsCaptures the brand essence and positioningUniqueEasy to say and rememberPositive connotationsEvokes an emotional responsePerpetuates the brand’s goalsELEVATE YOUR SKINCAREWITH THE POWER OF SCIENCETMB R A N D G U I D E L I N E S 2 0 2 15L O G OT Y P EThe ZO® logotype family consists of three elements—ZO® Signature Symbol, the ZO® Skin Health, and the ZO Skin Health, Inc.The brands are closely related, yet very distinct in usage and purpose. Understand-ing the differences between the brands is key to achieving consistency across ourcommunications and marketing efforts.The ZO® Signature Symbol is a legal brand identity. The symbol can only be used in isolation and cannot be combined with the ZO® Skin Health product brand logo.The ZO® Skin Health is a master logo. This logo is reserved for all elements of the ZO® brand.The ZO Skin Health, Inc. corporate logo is a legal brand identity. This logo reservedexclusively for corporate communications, and should not be used on any other type of communication.The registration mark and the Inc should never be used together - the registration mark is part of the master logo and the Inc is the corporate logo.Icon should never be used with typed logo.Z O ® S I G N AT U R E S Y M B O LM A S T E RL O G OC O R P O R AT EL O G OB R A N D G U I D E L I N E S 2 0 2 17Z O ® S I G N AT U R E S Y M B O LOur ZO® Signature Symbol captures the essence of the ZO® brand, impartinga better understanding and appreciation of who we are and the image we wantto convey.The ZO® brand did not want to start from scratch; therefore, it sought a symbolthat acknowledges the company’s fo...
