Branding and Style Guide CONTENTS
Our Story 04 Icons 11
Logo 06 Imagery 12
Colors 08 Products 14
Typography 10 Voice 16 IMAGE BRAND
2 Social Media 17
Models 18 MEDIA
3 OUR STORY
Born in 2006 in Seoul, TONYMOLY has already become a household name in South Korea! Having pioneered the Korean beauty trend that has taken the cosmetic world by storm, Our high-quality ingredients combined with innovative technology are recognized worldwide by our unique and inimitable packaging.
With product development capabilities that integrate quality, and unique container designs that create stylish products, TONYMOLY has quickly risen to become the world’s leading brand in the Korean beauty and beyond. We are committed to perfecting skincare through contin- uous research and ethical practices. Fusing fun ideas with outstanding products are what set TONYMOLY a step above the rest.
We currently sell our products in 50 countries worldwide, with 952 stores that carry only the TONYMOLY brand. There are also about 12,100 CS shops that offer a selection of our products. BRAND
4 OUR VISION
At TONYMOLY, we have four standards for our entire line of beauty products: natural, cute, high-quality, and creative. We are constantly pushing ourselves to these standards and always raising the bar when it comes to being the best in skincare and cosmetics.
We want all young women to feel fresh, beautiful, and unique when they use TONYMOLY products.
The phrase “TONYMOLY” in Korean means “putting style into packaging.” In that light, we pride ourselves on being at the forefront of Korean beauty with refined, one-of-a-kind packaging and several high-profile spokespersons, including K-pop group B1A4 and Korean actress /singer HyunA.
OUR MISSION
We aim to be the premiere source of skincare and cosmetics all over the world. By providing vibrant young women with quality, natural ingredients and unique, cute packaging, we hope to become the number one household name in beauty.
5 TEXT LOGO
The text logo is our main logo and the version that will go on most of our products’ packaging. It will usually be shown in black-on-white or white-on- black. However, other brand-approved colors may be used depending on the situation in which the logo is being presented (see DO’S and DON’TS).
CIRCLE LOGO
The circle logo is an alternate version for when the plain text logo will not work in the design. Some examples of when to use the circle logo include (but are not limited to): LOGO Website Social Media Letterhead Print Advertising
6 DO:
0.25”
DIsplay the text version Use a 0.25” margin Recolor the logo in of the logo on our around both versions ONLY brand-approved product packaging. of the logo. colors.
DON’T:
TONYMOLY TONYMOLY TONYMOLY TONYMOLY
Stretch or skew the Place the logo on top Use alternate fonts for logo out of it’s original of other images. the logo text. proportions. DO’S & DON’TSDO’S 7
CMYK: 00/00/00/100 CMYK: 00/00/00/00 RGB: 000/000/000 RGB: 255/255/255 Hex Code: #000000 Hex Code: #FFFFFF
CMYK: 01/08/03/00 CMYK: 19/03/02/00 RGB: 249/235/237 RGB: 203/227/241 Hex Code: #F9EBED Hex Code: #CBE3F1
CMYK: 00/70/67/00 CMYK: 00/36/29/00 RGB: 255/113/241 RGB: 252/179/164 Hex Code: #FF7155 Hex Code: #FCB3A4 PRIMARY COLORS PRIMARY 8 CMYK: 43/00/23/00 RGB: 142/210/203 Hex Code: #8ED2CB
CMYK: 13/16/96/00 RGB: 254/209/23 Hex Code: # FE D117
CMYK: 01/29/98/00 RGB: 250/185/28 Hex Code: #FAB91C SECONDARY COLORS COLORS SECONDARY 9
FUTURA BOLD
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 ! ? . ,
Futura Medium
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 ! ? . , TYPOGRAPHY
10
SALE NEW MAKEUP
EYES LIPS FACE
HANDS SKINCARE HAIR & FEET
BUNDLES BODY COLLECTIONS & SETS STORE ICONS
11
IMAGERY
12 13
PANDA’S DREAM White Sleeping Pack
EGG PORE Silky Smooth Balm
LIPTONE™ Get It Tint HD PRODUCTS
14 MAKEUP & SKINCARE
TAKO PORE Skincare Set
Here is a small sampling of our best selling makeup and skincare products. Note how much care has been taken to design the packaging in a clever, simple and cute way.
The idea behind TONYMOLY cosmetics is to use natural TONYMOLY x O!Oi ingredients to create a product White Tea Mild Sun Cushion that is good for the skin, easy to use, fun to wear/apply, and looks great on a vanity table.
Notice also the use of simple, flat shapes and bright colors in the packaging design.
SPOILER Mini Cushion Blusher
15 TONYMOLY is...
cute
witty simple
trendy girly
TONYMOLY is NOT...
traditional dark VOICE
quiet serious
16 FACEBOOK
PROFILE BIO: TONYMOLY USA Official Facebook Page. Fun, Fabulous K-Beauty Products! #xoxoTM #TONYMOLYnME
POST EXAMPLES: Event announcements, sales, press/blog features, videos and photos intro- ducing new/featured products, seasonal product features, fan and staff photos.
HASHTAGS: #wittybeauty #TONYMOLYnME #xoxoTM
PROFILE BIO: TONYMOLY USA Official The Official TONYMOLY USA Instagram Its All About Witty Beauty #TONYMOLYnME FREE SHIPPING on all orders $50+
IMAGE EXAMPLES: Styled product photos, products in real homes, staff trying out products, videos on how to use skincare or cosmetic products, imagery in brand colors, imagery related to brand (cats, pandas, fruit, etc), seasonal imagery related to brand.
PROFILE BIO: NYC / Fun & fabulous K-Beauty Products. Beauty with a sense of humor #WITTYBEAUTY
BOARDS: TONYMOLY Press; TONYMOLY nME; face it; very fruity, panda pandemic; mask always; nails, always; nothing’s too cute; kitty cat; girl crush; lust list; mantras; honey bunny; shop till you drop; rainbows; #xoxo TM; egg-cellent; flower heaven; succulents; greenery; TONYMOLY x MACYS; TONYMOLY x UO; dewy glow SOCIAL MEDIA
17 Fast-rising South Korean boy band B1A4 is the new male endorser group of TONYMOLY.
Composed of Jinyoung, CNU, San- deul, Baro and Gongchan, they be- came popular with the songs O.K. and Only Learned the Bad Things. B1A4 will now grace promotions of the TONYMOLY brand globally.
The boys’ individual personalities and charms are set to gain a lot of attention from Kpop and cosmetics enthusiasts worldwide. B1A4
When we opened our flagship store in Manhattan, New York, in 2014, we selected the globally popular K-pop star HyunA to go with it.
The new model will be shown in all TONYMOLY shops not only in Korea but also all overseas stores. Hyuna will appear in all global promotional material as well.
As she perfectly matches with our brand image, we expect she could
MODELS HyunA upgrade our image in the world.
18 “A witty woman is a treasure; a witty beauty is a power.”
— GEORGE MEREDITH
19 www.tonymoly.us