ghd Brand Guidelines

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1 ghd Brand Guidelines

2 Contents BRAND ASSETS... 3 LOGOS... 3 THE ghd LOGO... 4 EXCLUSION ZONE... 4 COLOUR... 5 Correct colour use... 5 Incorrect colour use... 6 TYPOGRAPHY... 6 BRAND DESCRIPTION RULES... 7 ONLINE MEDIA S... 8 SPAM & Best Practice... 8 ghd IV styler collection... 9 ghd thermodynamics ADVERTISING ASSETS

3 The ghd brand identity is the secret of our success. We invite you to use it to impress and delight your customers, but please remember: you can protect your future success, as well as ours, by applying it with care. The following guidelines will help you understand how to use the ghd brand to best effect when promoting ghd through our affiliate programme. They will show you how to use images from our brand imagery, how to use the logo correctly, and how to use appropriate typography. BRAND ASSETS Images and photography are the key communicators of the ghd brand. There is a large range of imagery available but care and consideration must be used when deciding which images to use. The images should always be reproduced as accurately as possible; they should be carefully cropped, and never distorted, rotated, stretched, or have any sort of effect applied to them. When using product photography, always keep products to scale and shown face-on. The images are for web use only. LOGOS 3

4 THE ghd LOGO The ghd logo forms a central part of our brand so please use it with the care and respect it deserves. It should appear clearly and prominently on all communications and must not be manipulated, changed or modified in any way, on any occasion. EXCLUSION ZONE To ensure the ghd logo has as much impact as possible, it should be surrounded by an area of clear space. This area is known as the exclusion zone. The exclusion zone, shown below by the outer dashed rule, should be left clear. No type, pictures or other graphic elements should appear within the exclusion zone. To calculate the area to be left clear, simply measure the width of one of the characters in the logo ( g is used in the example below). This measurement is the area around the logo which should be left clear. 4

5 COLOUR Colour is a crucial component of the ghd brand. Our orange and black are instantly recognised by our customers. To ensure consistency, please follow the colour specifications exactly. ghd Orange ghd Black Pantone 144 Pantone process black CMYK: C:0 M:50 Y:100 K:0 CMYK: C:0 M:0 Y:0 K:100 Web Hex: #DC931A Web Hex: # The logo should always appear in one of four colour combinations orange on black orange on white white on orange black on white Never use any colours other than these. To ensure consistency, please follow the colour specifications exactly. Do not use similar colours. If you have concerns about the quality of colour reproduction, use the black version of the logo. Here are examples of how the ghd logo should and shouldn't appear. Correct colour use 5

6 Incorrect colour use TYPOGRAPHY The standard font for ghd print items is Sabon. Sabon is a serif typeface. It works well at small sizes and has impact at larger sizes. For online work in HTML applications, please use the Times font for serif applications and the Arial font for sans-serif applications. NOTE: ghd cannot supply fonts for usage. Required fonts may be purchased online by clicking on the links to the respective on this page. Within some communications, we use additional fonts, which are specially chosen for their purpose. One example of this is the campaign creative work. These fonts are allocated on a campaign by campaign basis and should only be used when specified and provided by ghd directly. Usage Below are some general rules when using text in ghd communications. Headings should be ranged left, right or central, never justified Other copy should be clear and easy to read. Never set text so the lines are touching - but it is equally important that text isn't too widely spaced Never set any copy other than headlines in capitals Always make sure that any copy is easy to understand and spelt correctly ghd and ghd product names should always appear in lower case letters, never capitals - even at the start of a sentence The ghd logo should not be used within a line of text 6

7 BRAND DESCRIPTION RULES When creating your own ghd materials or web pages, you will often have to talk about ghd products and the brand as a whole. It is important that all of the product titles are written in the correct way to maintain brand consistency. Listed below are the basic rules that need to be applied at all times. ghd should always be written in lower case, even at the beginning of sentences. All ghd product names should be written in lower case, even at the beginning of sentences. All ghd products should be prefixed with ghd wherever possible. ghd wet products are all part of the ghd thermodynamics range and should always be subtitled as such. The ghd IV styler collection, brushes and accessories are not part of the ghd thermodynamics range ONLINE MEDIA When creating online media (banners, buttons, rich media) for ghd, the brand guidelines covered throughout this site must be adhered to. Certain restrictions within the media however, require specific guidelines which are listed below: 1. Spacing and layout - please ensure the design looks clean and clear and is not overcluttered. 2. The ghd logo - this should always be positioned at the centre right or centre left of shallow horizontal banner executions where the ideal of placement at the top right or top left isn't possible. Sometimes, effective use of the space provided requires that the placement of the logo at bottom right is permitted. 3. Messaging - the messaging should be simple and limited to one message at a time. The pace of the messages should allow enough time for slow and comfortable reading. 4. Animation - the way that the ghd brand is portrayed in formats like television, motion graphics and immersive digital applications must have a level of synergy and this applies to online media materials that involve animation. Please read the guidelines for the animated brand. 5. Language - the language used for ghd is often crucial to the tone of voice that represents the brand. Sales-led messages are not to be used in a way that cheapens the product or brand. In cases where language could be detrimental in this way, please request guidance from ghd through the contact area. Where the creative treatment and messaging is related to campaign material, please seek assistance from ghd by contacting Gareth Foxon 7

8 S When creating an for ghd, the brand guidelines covered throughout this guide must be adhered to. Certain restrictions within the media however, require specific guidelines which are listed below: 1. Spacing and layout - please ensure the design looks clean and clear and is not overcluttered. The entire design must fit into a width of 600 pixels. Core messages/content should appear near the top of the to be visible within the preview pane of clients. 2. The ghd logo - this should always be positioned at the top right or top left of all designs. 3. Messaging - the messaging should be clear, simple and succinct, not containing multiple or contrasting messages creating the possibility of confusion. 4. Language - the language used for ghd is often crucial to the tone of voice that represents the brand. Sales-led messages are not to be used in a way that cheapens the product or brand. This includes clickable elements, buttons and calls to action. In cases where language could be detrimental in this way, please request guidance from ghd by contacting Gareth Foxon Where the creative treatment and messaging is related to campaign material, please seek assistance from Gareth Foxon. SPAM & Best Practice To avoid the being marked as spam and to increase effectiveness, certain guidelines must be adhered to: Relevant alt tags are to be used for all image elements and as much of the textual content should be rendered in HTML as possible. Avoid using words like free, call now and click below or any words/phrases that are highly sales driven or impact focused. These words are often included in the content and messages of spam s and as such are part of the filters that govern the delivery of s. Avoid using overly large HTML font sizes. Use the subject line of the as a précis to the core message/content and brand. 8

9 ghd IV styler collection The new ghd IV styler should never be referred to as anything other than the ghd IV styler. It should always be written in lower case, even at the beginning of a sentence, and it should always be prefixed with ghd. The ghd IV styler should never be referred to as the Mk IV. Features of the ghd IV styler collection are listed below. When talking about the ghd IV styler collection, please refer to the features in this order. The most important feature is the ghd IV styler collection's versatility. 1. Rounder barrel: now it's easier to create perfect curls, waves and flicks, as well as the perfect straight. 2. Take them anywhere: universal, round-the-globe voltage control you can use your ghd IV styler wherever your travels take you. 3. No-fear styling switch-off mode: new sleep mode, automatic switch-off if left unattended for 30 minutes. 4. Temperature control: unique digital technology for improved heat control and styling success. 5. Advanced ceramic heaters: as always, the ultimate surface for static-free sheen. Please describe the ghd IV styler collection as they are in the list below: ghd IV styler ghd IV salon styler ghd IV mini styler If you need to refer to the old ghd styling iron, please ensure it is written thus: ghd original styling iron ghd IV styler ghd IV salon styler ghd IV mini styler 9

10 ghd thermodynamics Please ensure that colours are kept as close as possible to the following CMYK & RGB breakdowns when using images of the ghd thermodynamics range: Step 1: Cleanse and nourish CMYK: C:00 M:00 Y:10 K:00 RGB: R:255 G:253 B:233 Step 2: Protect CMYK: C:12 M:16 Y:62 K:09 RGB: R:207 G:187 B:113 Step 3: Style CMYK: C:25 M:33 Y:13 K:45 RGB: R:120 G:107 B:121 Step 4: Finish CMYK: C:15 M:13 Y:11 K:80 RGB: R:73 G:73 B:75 10

11 ADVERTISING ASSETS The ghd approved online retailers have access to unique advertising assets which highlight both the current official ghd Exclusives and the ghd IV styler collection. Wherever possible, the ghd approved online affiliates must house at least one of the Exclusive advertisments. The assets contained in your Affiliate Admin area will always be the current ghd approved range of Exclusives and visuals. ghd approved online affiliates must make every effort to keep the Exclusive assets they house on their website up-todate. The Exclusive assets have been created in standard pixels sizes specifed by the Internet Advertising Bureau (IAB) so that implementation by ghd approved online affiliates is as smooth as possible. If you require any additional product images (for example group images), please contact ghd. Gareth Foxon Affiliate Manager ghd 11

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