Style Guide

Style Guide
CONTENTS
INTRODUCTION
JOICO WET LINES color pallette
K-PAK color pallette
JOICO WET LINES type style
TYPE STYLE COLOR PALLETTE
JOICO BRANDING AND PACKAGING SYSTEMS
JOICO MODEL IMAGE USAGE
JOICO AD EXAMPLES
INTRODUCTION
art & science
defined.
From the very beginning, Joico’s focus has been pure and unwavering: to help hairstylists and their clients preserve, improve and enhance the performance of
the hair. A unique combination of cutting-edge technology, innovative product development, inspiration from the worlds of art and fashion, sophisticated professional
education and commitment to integrity keeps Joico firmly at the forefront of professional beauty.
Joico Wet lines color pallette
VIOLET Series
CMYK
62/35/51/20
43/64/33/22
43/64/33/22
66/52/35/24
66/52/35/24
31/64/53/21
76/50/34/23
RGB
79/88/82
113/59/87
113/59/87
69/69/89
69/69/89
138/64/64
50/69/92
CMYK
METALLIC
PANTONE
CMYK
62/35/51/20
PMS 8740
47/48/64/38
CMYK
43/64/33/22
62/35/51/20
43/64/33/22
66/52/35/24
66/52/35/24
31/64/53/21 66/52/35/24
31/64/53/21
76/50/34/23
76/50/34/23
CMYK
47/4
62/35/51/20
43/64/33/22
66/52/35/24
31/64/53/21
76/50/34/2347/48/64/38 47/48/
62/35/51/20
43/64/33/22
31/64/53/21
76/50/34/23
PMS 8822
PMS 8822
PMS 8781
PMS 8781
PMS 8840
PMS 8483
PMS 5125
PMS 5265
PMS 5265
PMS 696
PMS 654
PANTONE
*NOT RECOMMENDED
PMS 554
PMS 5125
BOTTLE
BASE COLOR
PMS 8320
CMYK
PMS 8060
41/27/35/10
35/37/27/10
CMYK
62/35/51/20
PMS 8060 43/64/33/22
PMS 8400
35/37/27/10
White joico logo in gray or silver bar
is the ideal use of this logo
Bar = 50% black or Metallic silver = pms 8400
(Logo is to be placed in the center of rectangle)
41/32/32/14
100% black
66/52/35/24
PMS 8400
31/64/53/21
PMS 8042
76/50/34/23
PMS 8200
41/32/32/14
32/40/38/14
50/30/25/8
When logo is used as a graphic
treatment, it is to be black,
white or silver (Pantone 8400)
47/48/
K-pak COLOR PALLETTE
CMYK
47/48/64/38
0/60/100/79
RGB
84/66/46
88/39/0
METALLIC
PANTONE
PMS 8740
PMS 876
PANTONE
Dark PMS 8622
Dark PMS 8620
PMS 4625
BOTTLE
BASE COLOR
PMS 8003
PMS 876
CMYK
0/8/21/32
10/49/100/35
White or brown joico logo in bar for K-PAK Collatoral
CMYK Bar = 0/8/21/32 pms BAR 8003
(Logo is to be placed in the center of rectangle)
White joico logo in K-PAK Collatoral
CMYK Bar = 47/48/64/38 pms BAR 8622
(Logo is to be placed in the center of rectangle)
Optional: White Brown logo is
used in context of K-PAK
47/48/64/38
Joico Wet lines TYPE STYLE
Berthold Akzidenz Grotesk
Berthhold Akzidenz Grotesk is the only typeface to be used for Joico wet lines. Please see below
for heirarchy guidelines. There are three distinct different styles deppending on the piece being
designed.
JOICO LOGO
is centered with
center of cap (red line)
and prints WHITE
Berthold Akzidenz Grotesk
Berthold Akzidenz Grotesk
Bold Condensed for titles
Bold Condensed for titles
Berthold Akzidenz Grotesk
ÉCONOMISEZ
AHORRE
Daily
36
Essentials
ESSENTIELS QUOTIDIENS / Esenciales Diarios
%
Berthold Akzidenz Grotesk
Condensed for sub-titles
Berthold Akzidenz Grotesk
Condensed for Body copy
formerly/autrefois
TRIÁGE®
DAILY
CARE
BALANCING
SHAMPOO
for normal hair
SHAMPOOING ÉQUILIBRANT
pour les cheveux normaux
CHAMPÚ EQUILIBRANTE
para cabello normal
For Advertising
berthold akzidenz grotesk
Medium & scattered for headlines
Berthold Akzidenz Grotesk
Condensed for sub-heads
Berthold Akzidenz Grotesk
Light for BODY COPY (8pt-10pt)
style
without
sacrifice.
Joico has a strict anti-diversion policy, and we have the numbers to prove it:
• Joico is only 1% of the total diverted market in the U.S.*
• Joico’s total diverted volume is down -27%*
We’re not the problem, but can be your solution.
To experience style without sacrificing your business principles, visit www. joico.com
*According to AC Nielsen Q1 2006 Diversion Report from March 2005 - March 2006
10.1 FL OZ | 300 ML
40mm x 145mm
save
35mm x 135mm
Light Condensed for sub-titles
Berthold Akzidenz Grotesk
Light for BODY COPY (8pt-10pt)
For Container Art
(E) This lightweight balancing shampoo
contains evening primrose oil, rich in
essential fatty acids, to actively maintain
hair’s natural health. pH 4.5-5.5. Contains
QUADRAMINE COMPLEX,® an exclusive
blend of low molecular weight and size
proteins (MWS 150-2500). This balance of
19 essential amino acids (the building
blocks of hair) adheres quickly and
effectively to ensure maximum protection
and reconstruction from the cuticle to the
cortex. DIRECTIONS: Apply to wet hair and
lather. Rinse. Repeat. GUARANTEED WHEN
PURCHASED FROM A PROFESSIONAL
STYLIST ONLY.
(F) Ce shampooing léger et équilibrant
contient de l’huile d’onagre, riche en acides
gras essentiels, pour préserver activement la
santé naturelle des cheveux. pH 4.5 à 5.5.
Contient le COMPLEXE À LA QUADRAMINE,MD
un mélange exclusif de protéines à faibles poids
et grosseurs moléculaires (MWS 150-2500). Cet
équilibre de 19 acides aminés essentiels (les
composantes des cheveux) adhère rapidement et
efficacement pour assurer une protection et une
reconstruction maximales de la cuticule au cortex.
DIRECTIVES: Appliquer sur les cheveux mouillés
et faire mousser. Rincer. Répéter.
(ESP) Este champú equilibrante liviano contiene
aceite de prímula, rico en acidos grasos ensenciales, para mantener activamente el cabello
naturalmente saludable. pH de 4.5 a 5.5. Contiene
COMPLEJO QUADRAMINE® una mezcla exclusiva
de proteínas con bajos pesos y medidas moleculares
(MWS 150-2500). Esta fórmula equilibrada de 19
aminoácidos esenciales (los componentes básicos del
cabello) se adhiere rápida y eficazmente para
garantizar la máxima protección y reconstrucción del
cabello desde la cutícula hasta la corteza. INSTRUCCIONES: Aplíquelo sobre el cabello mojado y lave
formando espuma. Enjuague. Repita.
INGREDIENTS/INGREDIENTES: WATER/AQUA/EAU,
SODIUM LAURETH SULFATE, COCAMIDE DEA, COCAMIDOPROPYL BETAINE, HYDROLYZED HAIR KERATIN,
LAURDIMONIUM HYDROXYPROPYL HYDROLYZED
KERATIN, SESAMUM INDICUM (SESAME) SEED OIL,
KRAMERIA TRIANDRA ROOT EXTRACT, OENOTHERA
BIENNIS (EVENING PRIMROSE) OIL, BORAGO OFFICINALIS SEED OIL, PANTHENOL, Talk
ALOE
BARBADENSIS
LEAF
is cheap,
but diversion isn’t.
one year, diversion cost the
salon industry $373.6 million.*
JUICE, PEG-45 PALM KERNELInGLYCERIDES,
ETHYLHEXYL
HYDROXYSTEARATE, POLYQUATERNIUM10, DISODIUM EDTA, CITRIC ACID, METHYLPARABEN, PROPYLPARABEN, SODIUM
CHLORIDE, DIETHANOLAMINE, GLYCERIN, METHYLCHLOROISOTHIAZOLINONE,
METHYLISOTHIAZOLINONE, FRAGRANCE/
PARFUM.
SALON EXCLUSIVE
20mm
15mm
For collatoral pieces such as Caddy’s,
Shelf Talkers and hangtangs.
Joico® Laboratories
Los Angeles, CA 90042-0308
Made in U.S.A. J39251
U SA joico.com
JOICO.COM
TYPE STYLE Color pallette
VIOLET Series
CMYK
PMS
8740
CMYK
62/35/51/20
PMS 8320
TITLE
PMS 8740
PMS 8320
PMS 8740
PMS 8740
PMS 8740
PMS 76/50/34/23
8740
PMS76/50/34/23
8740
PMS 8740 47/48/64/38
47/48/64/38
43/64/33/22
31/64/53/21
CMYK
62/35/51/20
43/64/33/22
66/52/35/24
66/52/35/24
31/64/53/21
CMYK
47/48/64/3
47/48/64/38
62/35/51/20
43/64/33/22
66/52/35/24
31/64/53/21
76/50/34/23
66/52/35/24
31/64/53/21
76/50/34/23
PMS 8320 62/35/51/20
PMS 832043/64/33/22
PMS 8320
PMS 8320
PMS 8320
PMS 8320
TITLE
TITLE
PMS 8740
PMS 8320
TITLE
PMS 8740
PMS 8320
CMYK
PMS 8740
PMS 8320
62/35/51/20
43/64/33/22
TITLE
PMS 8740
PMS 8320
66/52/35/24
TITLE
PMS 8740
PMS 8320
31/64/53/21
TITLE
PMS 8740
PMS 8320
47/48/64/38
76/50/34/23
VIOLET Series
VIOLET Series
sub-head
PMS 8320
75%
CMYK
CMYK
CMYK
62/35/51/20
62/35/51/20
sub-head
sub-head
PMS 8320
75%
PMS 8320
75%
CMYK
62/35/51/20
sub-head
PMS 8320
75%
43/64/33/22
sub-head
PMS 8320
75%
66/52/35/24
sub-head
PMS 8320
75%
31/64/53/21
sub-head
PMS 8320
75%
76/50/34/23
47/48/64/38
62/35/51/20
43/64/33/22
66/52/35/24
31/64/53/21
76/50/34/23
47/48/64/38
47/48/64/38
43/64/33/22
66/52/35/24
31/64/53/21 66/52/35/24
76/50/34/23
43/64/33/22
66/52/35/24
31/64/53/21
76/50/34/23
CMYK
62/35/51/20
43/64/33/22
31/64/53/21
76/50/34/2347/48/64/38
CMYK
62/35/51/20
43/64/33/22
66/52/35/24
31/64/53/21
76/50/34/23
47/48/64/38
47/48/64/38
LE &
SH
Joico branding & packaging systems
PROFESSIONAL
STYLE &
FINISH
STYLE &
FINISH
STYLE &
FINISH
STYLE & STYLE &
FINISH FINISH
Joico Model image usage
Joico Model image usage
All Joico Model Images are somewhat pre-cropped for use. At all times
please try to keep as much of the background as possible in the frame.
Joico images may NEVER be made into Grayscale. Also images may NEVER be rotated or stretched.
Joico images may NEVER be rotated, blurred or stretched.
Please refer to Cropping Guides for specific samples of cropping.
Joico AD EXAMPLES
Helvetica Nue, 35 Thin
dive into
Single Page Ad
moisture...
Medium, scattered and lowercase
for headlines with corresponding
brand color used in one word.
hair first.
Model Image to be used
approximately two-thirds of
the page.
800.44.JOICO
With Sea Kelp, marine-derived amino acids, and with the
lushest natural oils and butters , Moisture Recovery leaves even
the thirstiest hair silky, radiant and thoroughly quenched-after
Berthold Light, 12
pt type 14/-10. 70%
black or white.
Berthold Medium for bolded
call out. 70% black or white.
just one dip. It’s hydration you have to experience to believe.
Only from Joico, the Experts in Healthy Hair.
JOICO.COM
All Joico Ads must use the PBA Logo in the copywrite line.
STYLING
CRÈME
Joico® Laboratories, Los Angeles, CA 90042-0308
Color coded bar relating to
sub brand, contains category
logo and body copy.
HAIR Damien Carney
COLOR Sue Pemberton
PHOTO Hama Sanders
Negative (white) space must
always be used.
Product image is to be made as
large and as proportional to the
space available.
JOICO.COM is to be in the brand
callout color/white is to be
placed in the bottom center of
the layout.
White Joico logo is to be placed
in the center of the gray bar.
Please use these proportions.
Spread Ad
Helvetica Nue, 35 Thin
runs hair
healthy
Regular and or Medium,
scattered and lowercase for
headlines with corresponding
brand color(s) used in
one word.
family
in the
Experience the power of Joico’s revolutionary
Quadramine Complex® IN SIX REGIMENS FOR EVERY HAIR TYPE
K-PAK® for maximum reconstruction & protection • Daily Care to maintain healthy balance • Color Endure for long-lasting color
Moisture Recovery to replenish moisture • Body Luxe for weightless thickness & volume • Silk Result for a soft, silky finish.
Only from Joico, the Experts in Healthy Hair.
JOICO.COM
White JOICO.COM is to be placed
in the center (1st page) of the gray
bar. Please use these proportions.
White Joico logo is to be placed in
the center (2nd page) of the gray
bar. Please use these proportions.
Joico® Laboratories, Los Angeles, CA 90042-0308
800.44.JOICO
HAIR Damien Carney
COLOR Sue Pemberton
PHOTO Hama Sanders
Model Image must
be at least one page
in size or larger. Image may bleed over
gutter or over entire
spread.
Helvetica Nue, 67 Medium
Condensed. For Joico
general Ads or collatorall
use K-PAK brown or Gray.
For sub-brand specific Ads,
use catagory color.