June 2020

BRAND GUIDELINES Created by Dhi Carrasco

ICONOGRAPHY

LOGO AND USAGE ICON

The logo should never be changed.

Position, size, and color along
with the spatial & proportional
relationships of The Skin Theory logo
elements are predetermined
LOGO
and should not be altered.
LOGO POSITIONING LOGO SIZE
It is important to not violate the space Reduce or increase the size of the
around the logo. Allowing the logo to SOTW logo as needed
stand out by itself will ensure that
The Skin Theory brand is easily identifiable.
As it will be used in varying sizes,
we’ve devised a system that can MINIMUM SIZE
be utilized in any measurement.

width = 0.75 in

Use a square that is 1/4 of the logo’s width

for spacing reference.
If possible, make sure nothing violates the
perimeter created

LOGOTYPE COLOUR VARIATIONS Gold logotype

on green

Legibility should be the prime consideration

when choosing logotype colour

Gold logotype
on white

COLOUR PALETTE
DARK GREEN GRADIENT LIGHT DARK

C: 100 R: 14 C: 0 R: 252 C: 34 R: 122

M: 75 G: 47 M: 25 G: 203 M: 68 G: 70
Y: 70 B: 50 Y: 50 B: 141 Y: 90 B: 31
K: 50 K: 0 K: 43
Typography
The Skin Theory uses MONTSERRAT as its primary font family.
It should be used in all materials to maintain consistency
in our messaging and branding.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy
Zz 0 1 2 3 4 5 6 7 8 9 + ;

HE A DLI NES

MONTSERRAT SEMI BOLD

LOREM IPSUM
DOLOR SIT AMET
L or e m ipsu m d olor sit a me t , conse c te t u r a d ipisc ing el it.
Ma e ce na s ma ssa tortor ma e ce na s e st a nte a me t . Adip iscing
e g e t a cc u msa n e g e st a s ipsu m ha bit a sse t inc id u nt ; P or ttitor
cong u e a nte na sce t u r ma u ris, d ia m a rc u mollis ma ssa p r oin
BO DY COPY od io. Le c t u s vit a e a c a e ne a n ve hic u la hy me na e os: Phasel l us
Montserrat Light var iu s t rist iq u e ma u ris pla te a inte g e r... A nte c la ss nisi
ve st ibu lu m: Commod o a cc u msa n d is t u rpis! E g e t m ontes
n onu mmy fa me s: Bla nd it se mpe r port a pu ru s v iva m us... Auctor
q u isq u e conva llis. Litora a liq u a m t inc id u nt ve st ibu lum , dui
n u lla pre t iu m c u rsu s; Sa g it t is fring illa e g e st a s se d ! Tur p is m us

L ore m ip s um d ol or s it am e t, con s e cte tur ad ip is cin g elit .

BO DY VARI ATI ON
Montse rrat Ultra Light
M a e ce n as m as s a tor tor m ae ce n as e s t an te am e t. Ad ipisc ing
e g et accum s an e g e s tas ip s um hab itas s e tin cid un t; Port t itor
con g ue an te n as ce tur m aur is , d iam ar cu m ol l is m as sa proin
od io. Le ctus v itae ac ae n e an ve hicul a hy m e n ae os : Pha sellus
va r ius tr is tiq ue m aur is p l ate a in te g e r ... A n te cl as s n isi
ve stib ul um : Com m od o accum s an d is tur p is ! E g e t m ontes