the Vitamin Shoppe® brand style guide

the Vitamin Shoppe® brand style guide
version -1.4 - 12.17.2012
to v or not to v
our logo expresses a mood and a mission that are upbeat, uplifted and inspired. here's how we prefer it to be used.
primary linear
primary stacked
1/2 x
x
1/2 x
2/3 y
y
X
keep it together
(our tagline is strong, but it likes to hang out with its bff the logo.
please don’t use the our tagline on its own; it should always be placed under our logo,
unless the overall size of the logo is 1.25” or under.)
2/3 y
“just give me some space. i need room to breathe.”
(please add white space around our logo so it doesn’t keep on talking...)
1
v is for…very small print
if the logo is 1.25" or under, then it's ok to use it without the tagline. here are some options:
secondary stacked 1
standalone V
if the font size gets smaller than 8pt
please use our "V" on its own
secondary linear
1/2 x
x
1/2 x
2/3 y
y
2/3 y
secondary stacked 2
"i still need my space, even when I'm all alone." (deep, huh?)
2
to V or not to V
here's how to use our logo on a solid background. we have 4-color and 1-color versions.
primary stacked
reverse stacked
one color stacked
3
change is good
just not for our logo. here are a few examples of what not to do with the Vitamin Shoppe logo.
hint: no stretching, shrinking, embossing... you get the idea.
please do not recreate colors
please do not compress
please do not reposition
please do not stretch
4
speak with one voice. no…seriously.
like our logo, our brand voice has also been “zhuzhed” a little. it communicates our
“eppic” brand character: energetic, proactive, passionate, invested and collaborative,
and also includes a bit of irreverent humor whenever we can fit it in. we like the new us,
and we want to make sure that we sound inspirational, knowledgeable—and consistent.
when people hear our voice, we want them to know that they’re listening to
the Vitamin Shoppe. for details & examples, see below and over the page.
we are knowledgeable and passionate
about health and wellness.
we inspire people to take control of
their health, and we empower them with
the information and tools to take the next
step on their journey. our voice should
clearly communicate our dedication to
our customers' health and wellness.
5
speak with one voice. no…seriously.
here are some suggestions for how we convey our “eppic”
brand character in our communications.
our character
how we describe our voice
how we assert our voice
some examples
energetic
motivating, full of life, energy, and vitality
for our customers
• be encouraging
• use a conversational tone
• be confident and inspiring
“take charge of your health!”
active with a strong desire to help and
encourage our customers
passionate
enthusiastic about what we do and our
customers’ health and wellness
committed to customers’ health and
wellness goals and achievements
proactive
anticipatory, foreseeing and meeting the
needs of customers
bold and straightforward, directly
addressing customer concerns
invested
caring, showing sincere concern for the
health and wellness of our customers
understanding of the individual needs
and goals of each customer
collaborative
supportive of our customers and their
health and wellness needs
engaging, working together to share and
learn from one another
“be at your best. reach your ultimate level of
performance.”
“we’re here for you – to support you and your
health.”
• be enthusiastic
• offer to help
• share your passion
• use direct language
• make the first move
• be clear and concise
“our health enthusiasts are eager to help.”
“we know a thing or two about healthy aging.”
“we can help you achieve your health goals.”
“your health starts here, right now.”
“we’ve got you covered with one of our
homeopathic remedies.”
“stay in control of your health, everyday.”
• take an active interest
• use empathy and respect
• speak from experience
• encourage a conversation
• ask thoughtful questions
• be considerate
“we’re dedicated to you and your health.”
“we know what you need this allergy season.”
“want a healthier heart? Fish oil can help.”
“know what’s next in immune support?”
“together we can get your health on track.”
“join in. Share what you know.”
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speak with one voice. no…seriously.
it takes two to mango
mango-peach Barlean's Omega-Swirls and other EFA formulas
available in our refrigerated station.
all things are
not created eco
health is a serious topic, but it's ok to be a bit lighthearted & funny. that being said, we use
humor like an exotic spice: sprinkled sparsely for a hint of flavor. we're always careful not
to make light of any actual health conditions that our customers might be experiencing.
so, a guy walks into
a barbell...
that’s gotta hurt.
for homeopathic pain relief, sports nutrition
and training tips you’re in the right place.
you om me big time
spa & bath essentials. available in our natural beauty section.
for the ones that are, visit our green living aisle.
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speak with one voice. no…seriously.
magazine ad
our customers trust us to provide them knowledge & information to make
their health journey just a little bit easier. here are some examples
of how we communicate knowledge & provide education.
magazine ad
information endcap
8
just our type
our typefaces express our personality: approachable, caring & down-to-earth.
our goal is to connect directly with every customer and have a conversation with them about their health goals.
we use lowercase everywhere (well, there are a few exceptions, but we’ll get to those later). lowercase is accessible & friendly.
to us, it tells our customers “we’re here; we’re listening; we care.” for examples of how to use our fonts, just turn the page.
corisande regular
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUV
1234567890()+#$^
corisande bold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUV
1234567890()+#$^
corisande light
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUV
1234567890()+#$^
louisiana
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUV
1234567890()+#$^
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just our type
here are a couple of examples of how we use our typefaces.
corisande feels simple, approachable & warm.
louisiana feels casual & conversational.
"getting enough vitamin c in
my diet is extremely easy with
this product… delicious on ice or
even put in a blender and pureed
with water…"
louisiana
louisiana
corisande regular
emergen-c: gives you 1,000mg of
vitamin c to support your immune system
health, plus 7 b vitamins for energy.
we heard it
from you
corisande bold
find out more at:
get social stancion
10
case closed (mostly)
our logo
our tagline
healthy awards® club
we use lowercase almost everywhere to support our brand positioning of being connected, collaborative and caring.
there are some exceptions, though. below and over the page, we’ve included a few “case studies” (sorry, couldn’t resist…).
when our logo appears as words in text, the case should be identical to our brand mark: the Vitamin Shoppe®, for example
“welcome to the Vitamin Shoppe”. there are times when it will be grammatical to drop the “the”; if possible, invert the structure.
For example, instead of “a great day in Vitamin Shoppe’s history”, say “a great day in the history of the Vitamn Shoppe”.
in image form, our tagline should always appear with the logo; however, if it needs to be used as words in text,
it should be written in lowercase: every body matters™
when used as words in text, it should be written in lowercase, and, where relevant, in our healthy awards green:
healthy awards® club
health enthusiast™
we call our wonderful, and highly trained “staff” health enthusiasts. it should be written in lowercase, and
in the singular, should be accompanied by the trademark symbol.
vitagrin®
yes, we have our own branded version of a smiley face card to give people a thank you or pat on the back.
vita.grin should be written in lowercase with a “.” between vita and grin.
body copy
headlines
subject lines
email signatures
body copy in store signs, emails, direct mail and print ads should be in lowercase. take a look at the examples below.
in general, headlines should be written in lowercase.
subject lines for our customer-facing emails should be written in lowercase.
email signatures should be written all in lowercase. just follow the example on the right.
Firstname Lastname
title, department
2101 91st street
north bergen, nj 07047
p 201.624.3701
fristname.lastname@vitaminshoppe.com
www.vitaminshoppe.com
we rest our case
vendor names
& people’s names
product names
branded ingredients
vendor names should be written in standard case, for example Barlean’s, Nature’s Way, Isopure. exceptions include:
• the Vitamin Shoppe brand, which should be written in the same case as our logo: the Vitamin Shoppe®
• BodyTech® (standard case; no space between Body and Tech)
• True Athlete®
• John Smith
product names should be written in standard case, for example Alive!, Jack3d, Emergen-C. see examples below.
the names of branded ingredients should be written in standard case, for example AlgaeCal, CarnoSyn, Stevia.
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case in point
vendor name in standard case
here’s another case study for you. this is how we handle case on our in-store stanchions. the same rules apply
across all media, channels and collateral types.
product name in standard case
treatment for the Vitamin Shoppe brand
body copy in lower case
12
our true colors
our colors are bright, bold and upbeat, to help us inspire our customers to live more vibrant lives.
the key below tells you which colors you can use for which categories.
primary
secondary
promotional
PMS 7548
PMS 144
PMS 293
PMS 130
PMS 144
PMS 179
PMS 7548
PMS 368
PMS 179
CMYK: 0 15 100 0
RGB: 255 212 0
CMYK: 0 60 100 0
RGB: 245 130 32
CMYK: 100 68 0 2
RGB: 0 61 165
CMYK: 0 32 100 0
RGB: 242 169 0
CMYK: 0 60 100 0
RGB: 245 130 32
CMYK: 0 87 85 0
RGB: 224 60 49
CMYK: 0 15 100 0
RGB: 255 212 0
CMYK: 65 0 100 0
RGB: 120 190 32
CMYK: 0 87 85 0
RGB: 224 60 49
White
PMS CG 11
PMS 2995
PMS 285
PMS 293
sale/great value — pms 179
CMYK: 0 0 0 0
RGB: 255 255 255
CMYK: 0 0 0 80
RGB: 83 86 90
CMYK: 83 0 0 0
RGB: 0 169 224
CMYK: 90 48 0 0
RGB: 0 114 206
CMYK: 100 68 0 2
RGB: 0 61 165
PMS 382
PMS 368
PMS 7732
our favorites — pms 144
new — pms 368
bestseller — pms 293
social — pms 253
CMYK: 28 0 100 0
RGB: 196 214 0
CMYK: 65 0 100 0
RGB: 120 190 32
CMYK: 89 0 96 30
RGB: 0 122 62
PMS 253
PMS 2612
PMS 2617
CMYK: 42 91 0 0
RGB: 173 26 172
CMYK: 67 100 0 5
RGB: 119 37 131
CMYK: 84 99 0 12
RGB: 71 10 104
PMS 205
PMS 7425
PMS 7641
CMYK: 0 83 16 0
RGB: 224 69 123
CMYK: 6 96 32 13
RGB: 181 37 85
CMYK: 0 95 27 44
RGB: 142 44 72
sports nutrition — pms cg 11
healthy awards club — pms 368
13
our true colors
in addition to our solid colors, we also use gradients of those colors in our supergraphics.
get the specs for the gradients here, and you'll find the actual supergraphics on the next page.
100% PMS 7548
30%
100% PMS 382
30%
0%
PMS 130
0%
100% PMS 130
30%
PMS 368
100% PMS 253
30%
0%
PMS 144
0%
100% PMS 2995
30%
PMS 2612
100% PMS 205
30%
0%
PMS 285
0%
PMS 7425
14
our true colors
our supergraphics are used as backgrounds for our window posters and ceiling banners.
the grey is used for the sports nutrition category, and the other colors can be used across any of our other categories.
15
give us a pattern the back
our brand look is vibrant & upbeat, so we use patterns in addition to our solid colors
to help keep our creative looking fresh. the key below shows you which patterns apply
to which creative. for more details about our patterns, just turn the page. to see how
they look on our signs, go to page 17 & 18.
pattern 1
one color on white
one color with tints
our red pattern is used for
our great value stanchion.
to see what it looks like,
turn to page 14.
our green pattern is used for
our new products stanchion.
to see what it looks like,
turn to page 14.
our orange pattern is used for
our our favorites stanchion.
to see what it looks like,
turn to page 15.
our blue pattern is used for
our best seller stanchion.
to see what it looks like,
turn to page 15.
our gray pattern is used for
our healthy awards club.
to see what it looks like,
just turn the page.
16
give us a pattern the back
pattern 1
pattern 2
pattern 3
one color on white
one color with tints
two / three colors
17
look for the patterns
our endcaps
educational text / 1 product
our
favorites
here’s a few
interesting facts
about omega-3s
our favorites
great value
®
800 EPA/500 DHA
9
5 fl oz
99
$
great
value
800 EPA/500 DHA
9
5 fl oz
99
$
PRIME
USP LABS LLC
44
120 caps
99
20
$
$44.99
44
120 caps
% off
msrp
1692243 msrp: $69.99
new
99
20
$
new
coconut oil is among the healthiest,
most versatile dietary oils in the
world. with its natural coconut
flavor and aroma, it is also one
of the best tasting oils used
for cooking.
the vitamin shoppe®
Organic
Coconut Oil
7
15 oz
$44.99
bestseller
you might
already know
that vitamin c
supports immune
health...
...but did you know that it also helps
to promote cell healing? vitamin c is
found mostly in citrus fruits, but
when obtained through supplements
one dose can contain more vitamin c
than in an orange.
99
20
$
% off
value price
new
new
1692243 value price: $9.99
bestseller
7
99
20
Emergen-C
Berry Blue
7
30 packets
$
$44.99
99
49
% off
value price
1692243 value price: $15.82
the vitamin shoppe®
the vitamin shoppe®
Organic
Coconut Oil
Organic
Coconut Oil
99
20
% off
value price
1692243 value price: $9.99
7
15 oz
99
20
$
% off
value price
1692243 value price: $9.99
new
new
organics
new
99
49
% off
value price
1692243 value price: $15.82
$44.99
our
favorites
the vitamin shoppe®
the vitamin shoppe®
the vitamin shoppe®
Organic
Coconut Oil
Organic
Coconut Oil
Organic
Coconut Oil
7
15 oz
99
20
$
% off
value price
1692243 value price: $9.99
7
15 oz
799
15 oz
99
20
$
$
20
% off
value price
% off
value price
1692243 value price: $9.99
1692243 value price: $9.99
great
new
value
sports nutrition
the vitamin shoppe®
the vitamin shoppe®
the vitamin shoppe®
Organic
Coconut Oil
Organic
Coconut Oil
Organic
Coconut Oil
7
15 oz
99
20
$
% off
value price
1692243 value price: $9.99
7
15 oz
799
15 oz
99
20
$
$
20
% off
value price
% off
value price
1692243 value price: $9.99
1692243 value price: $9.99
new
new
organics
the vitamin shoppe®
the vitamin shoppe®
Organic
Coconut Oil
the vitamin shoppe®
the vitamin shoppe®
the vitamin shoppe®
Organic
Coconut Oil
Organic
Coconut Oil
Organic
Coconut Oil
$
$
$
15 oz
20
% off
value price
bestseller
new
omega-3s
Organic
Coconut Oil
% off
value price
1692243 value price: $9.99
1692243 value price: $9.99
7
$
% off
value price
1692243 value price: $9.99
great
new
value
20
Emergen-C
Berry Blue
30 packets
99
20
799 799
Alacer
Alacer
7
15 oz
$
sports nutrition
15 oz
% off
value price
immune support
% off
value price
1692243 value price: $9.99
7
Organic
Coconut Oil
$
99
20
15 oz
1692243 msrp: $69.99
organics
15 oz
the vitamin shoppe®
Organic
Coconut Oil
$
% off
msrp
the vitamin shoppe®
did you know
the coconut is
actually a fruit
and not a nut?
the vitamin shoppe®
7
great
new
value
our
favorites
Organic
Coconut Oil
15 oz
sports nutrition
three products
new
omega-3s
$
USP LABS LLC
PRIME
try USP Labs Prime. it is created for
serious, high-intensity athletes. it can
help your body get lean, strong and
shredded, while simultaneously
increasing your feelings of energy.
our
favorites
Omega 3 Fish Oil
the vitamin shoppe
$44.99
what can I take
to build mass
& bulk up?
two products
new
omega-3s
the vitamin shoppe®
Omega 3 Fish Oil
omega-3s are one of the most
versatile supplements around.
they not only provide benefits for
the skin, joints, brain & eyes, they
are also essential for having a
healthy heart.
one product
1692243 value price: $9.99
new
bestseller
immune support
the vitamin shoppe®
the vitamin shoppe®
Organic
Coconut Oil
Organic
Coconut Oil
7
15 oz
$
99
20
% off
value price
1692243 value price: $9.99
7
15 oz
$
$44.99
99
20
% off
value price
1692243 value price: $9.99
7
15 oz
99
20
% off
value price
1692243 value price: $9.99
7
15 oz
$
799
15 oz
99
20
$
20
% off
value price
% off
value price
1692243 value price: $9.99
1692243 value price: $9.99
new
bestseller
immune support
the vitamin shoppe®
the vitamin shoppe®
the vitamin shoppe®
Organic
Coconut Oil
Organic
Coconut Oil
Organic
Coconut Oil
7
15 oz
$
99
20
% off
value price
1692243 value price: $9.99
7
15 oz
$
99
20
% off
value price
1692243 value price: $9.99
799
15 oz
$
20
% off
value price
1692243 value price: $9.99
$44.99
18
look for the patterns:
our endcaps
new
new
organics
the vitamin shoppe®
PRIME
Organic
Coconut Oil
7
15 oz
$
Vitamins
44
120 caps
99
20
$
% off
value price
1692243 value price: $9.99
Vitamins
Vitamins
Vitamins
Non-Oily
Non-Oily
Non-Oily
Non-Oily
10,000 iu
10,000 iu
10,000 iu
10,000 iu
10,000 iu
Dry A
Dry A
Dry A
Supports eye health and immune function
Supports eye health and immune function
Supports eye health and immune function
Supports eye health and immune function
Supports eye health and immune function
100 Capsules • Dietary supplement
100 Capsules • Dietary supplement
100 Capsules • Dietary supplement
100 Capsules • Dietary supplement
Vitamins
Vitamins
Vitamins
Vitamins
Vitamins
Non-Oily
Non-Oily
Non-Oily
Non-Oily
Non-Oily
10,000 iu
10,000 iu
10,000 iu
10,000 iu
10,000 iu
Dry A
Dry A
Dry A
% off
msrp
1692243 msrp: $69.99
Dry A
100 Capsules • Dietary supplement
Dry A
99
20
Vitamins
Non-Oily
Dry A
great
new
value
sports nutrition
USP LABS LLC
Dry A
Supports eye health and immune function
Supports eye health and immune function
Supports eye health and immune function
Supports eye health and immune function
Supports eye health and immune function
100 Capsules • Dietary supplement
100 Capsules • Dietary supplement
100 Capsules • Dietary supplement
100 Capsules • Dietary supplement
100 Capsules • Dietary supplement
19
show us some like
our social media speech bubble icon is proudly purple, and is used either as a logo (the entire bubble) or
to highlight customer feedback/reviews (the left-truncated bubble).
get social
"getting enough vitamin c in
my diet is extremely easy with
this product… delicious on ice or
even put in a blender and pureed
with water…"
emergen-c: gives you 1,000mg of
vitamin c to support your immune system
health, plus 7 b vitamins for energy.
get social logo
we heard it
from you
find out more at:
get social stancion
social media banner for our homepage & emails
20
meet our new peeps
we love all people, of course, but we're especially partial to our own fabulous models. for our creative,
we'd like you to stick to using these images here, or ones that we provide. we're like a high-end restaurant
when it comes to this: no substitutions. to see even more of our images, just turn the page.
21
meet our new peeps
we love all people, of course, but we're especially partial to our own fabulous models. for our creative,
we'd like you to stick to using these images here, or ones that we provide. we're like a high-end restaurant
when it comes to this: no substitutions. for examples of how to use our images, just turn to page 20.
22
meet our new peeps:
window posters
23
what an icon
font: corisande bold
vitamin-specific
brain health
we love people, and we love showing people in our ads & emails. but sometimes, well, we just can't. in those cases,
it's ok to use an icon or illustration to get the point across. these are just a few that we've developed:
font: corisande bold
vitamin-specific
sports nutrition
font: corisande bold
did you know?
heart health
digestive health
24
give us a sign
we love our new logo, and naturally we want to see it front and center on our store signs.
use the stacked or linear version, depending on the layout of the storefront.
25
how are you ceiling?
our ceiling banners set the mood of the store as soon as our customers walk in. they include
our bright uplifting supergraphics, inspiring words and place our logo front & center.
26
so rewarding
our healthy awards club uses a bright, fresh green (the color green represents health). for our v.i.p. program,
we use a saturated blue - a color that suggests quality, value and trust.
it’s free
it’s free
join today
just ask a health enthusiast
TM
join today
just ask a health enthusiast
TM
making it easier for you to live a vibrant, healthy life
it’s free
want to find out how ?
just ask a health enthusiast
join today
TM
• earn points with every purchase
• save big when you redeem your points
• be a member of our healthy community
• get exclusive deals & offers
just ask a health enthusiast
TM
making it easier for you to live a vibrant, healthy life
want to find out how ?
making it easier for you to live a vibrant, healthy life
v.i.p.
just ask a health enthusiast
TM
• earn points with every purchase
• save big when you redeem your points
• be a member of our healthy community
• get exclusive deals & offers
want to find out how ?
just ask a health enthusiast
TM
it’s free
join today
just ask a health enthusiast
TM
making it easier for you to live a vibrant, healthy life
27
knowledge is power
educating our customers is a large part of what we do, but we make sure to always keep it conversational.
tips and questions go in louisiana font, and put body copy in corisande.
28
knowledge is power
educating our customers is a large part of what we do, but we make sure to always keep it conversational.
tips and questions go in louisiana font, and put body copy in corisande.
29
the online experience
our new website
TM
right nav: use corisande for
headlines & subheads
content modules @ bottom:
use corisande for headlines
and put in louisiana for
body copy
30
“huh? what was that ?”
if this is tmi and you have any questions, please contact us at vscreative@vitaminshoppe.com.
31