you and aveda co-brand signage vision and guidelines Lifestyle Salon Only version 1.0

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1 you and aveda co-brand signage vision and guidelines Lifestyle Salon Only version 1.0

2 Being a co-brand partner is about much more than using the Aveda logo, it is about working together to make a strong and positive impression every time someone comes into contact with your salon/spa. Even the smallest message or detail can have a lasting impact. welcome we are delighted to have you in the aveda network We have organized this book into the four principles of co-branding with Aveda: you and aveda: page 2 our vision for co-branding fundamentals: pages 3 9 aveda and your salon/spa brand getting started: pages planning overview for signage your exterior signage: pages primary, secondary and temporary signage co-branding overview: page 27 co-branding reference chart Each section includes visual guidelines, as well as tips for making your co-brand signage its most effective and, of course, environmentally friendly. welcome 1 aveda co-brand signage vision and guidelines for lifestyle locations v. 1.0

3 Our vision for co-branding with affiliates of the Aveda network you and aveda our vision a common goal It isn t by chance that you are a part of the Aveda network. We are joined not only by our commitment to succeed, but by kindred values and a shared dedication to creating places where beauty and well-being converge. a give-give collaboration The more we work together to keep our messages clear, consistent and true, the more we will build visibility and value for your salon/spa and the Aveda network. By being consistent, we also nurture recognition and loyalty in the hearts and minds of our customers. a shared responsibility us We will work with you every step of the way by providing you with the tools, resources and support you need to make your co-brand signage successful. you In turn, we will rely on you to carefully manage your salon/spa identity and follow the guidelines of co-branding with utmost attention and rigor, no matter how small the detail may seem. Across the Aveda network, you succeed to the degree that we all succeed. you and aveda 2 aveda co-brand signage vision and guidelines for lifestyle locations v. 1.0

4 fundamentals aveda brand message The Aveda brand is much more than our visual identity, it represents what we stand for and the experiences, emotions and feelings that people have every time they come into contact with us. Aveda has created a clear and careful articulation of the promise behind our name. aveda stands for: The holistic beauty source that inspires people to look, feel and be their best Our plant-based, professional-quality innovations for hair, skin, body and life style come from a network of style experts blending the worlds of fashion, beauty, environmental activism and art We are global activists for sustainable living helping care for the health of the salon professional, the guest and the planet We are very passionate about the Aveda promise. We invite you to join us in putting it into practice at every possible opportunity. For more information: see our brand in Aveda Professional Connections, aveda.com fundamentals 3 aveda co-brand signage vision and guidelines for lifestyle locations v. 1.0

5 your salon/spa brand nurturing a relationship As the entity your customers see and interact with every day, your salon/spa is the lead brand to your customers. It is your salon/spa that is nurturing a relationship, and it is your salon/spa that must be distinguished in your area. In thinking about your salon/spa brand, we encourage you to be mindful of the following: As the lead brand, your salon/spa should be the primary identity on all co-brand signage. Your salon/spa is a clear and distinct entity from Aveda. You will gain more recognition for your salon/spa by visually separating the two identities. By co-branding, we (you and Aveda) are sending a message to customers that we have joined in a kindred business relationship. As such, our co-brand visual and verbal impression should always be complimentary and harmonious. Everything in your salon/spa makes an impression, and every detail is an opportunity to bring our co-brand vision to life. fundamentals 4 aveda co-brand signage vision and guidelines for lifestyle locations v. 1.0

6 aveda trademark usage Recognized worldwide, the Aveda trademark reinforces the quality, experience, and standards that people expect from each member of the Aveda network. Aveda is represented in all exterior signage by the Aveda trademark, without the brandline or trademark symbol. reinforcing an experience Only approved Aveda Lifestyle Salon/Spas can feature the Aveda trademark on their buildings exteriors, awnings, blade signage, barricades and temporary signage. fundamentals 5 aveda co-brand signage vision and guidelines for lifestyle locations v. 1.0

7 aveda trademark usage: maintaining visual integrity The following guidelines apply to all usage of the Aveda trademark in co-brand signage: two-thirds rule The Aveda trademark should always appear to be a maximum of two-thirds the prominence of your salon/spa s logo in all exterior signage. This ensures that your salon/spa always appears as the lead brand to your customers. In most cases, this ratio can be achieved by making the Aveda trademark two-thirds the height of the cap height in the salon/spa s logo. The two-to-three ratio can also be made judgmentally, based on the overall visual impression between the two logos. x3 x6 minimum x2 separate and distinct identities The minimum separation space between your salon/spa logo and the Aveda trademark is twice the cap height of the salon/spa s logo. This ensures maximum clarity and visibility of each identity. fundamentals 6 aveda co-brand signage vision and guidelines for lifestyle locations v. 1.0

8 aveda trademark usage: maintaining visual integrity preferred placements There are three preferred ways of aligning your salon/spa s logo with the Aveda trademark: placement a placement b a) your logo centered above Aveda trademark b) your logo without salon/spa tagline centered above Aveda trademark x3 x3 c) your logo aligned to the left of Aveda trademark Note: Exceptions to these rules may apply in building signage and will be addressed later in this chapter. x2 x6 minimum x2 x3 minimum protection of aveda lettering The Aveda trademark is a trademarked entity. Under no circumstance should any element of its lettering or lettering style be replicated or used in a context other than the Aveda trademark. placement c x6 minimum aveda authorizations Any use of the Aveda trademark that may be considered an exception to these principles must first and always be authorized by Aveda. x3 x2 fundamentals 7 aveda co-brand signage vision and guidelines for lifestyle locations v. 1.0

9 aveda trademark usage: maintaining visual integrity on signage strongest contrast When reproducing the Aveda logo on signage, aim for high contrast and visibility. Stay true to the three Aveda colors at all times. With signage, the natural finish and characteristics of materials (such as steel and wood) are also acceptable. black silver finish white fundamentals 8 aveda co-brand signage vision and guidelines for lifestyle locations v. 1.0

10 aligning materials and methods a combined impact We ask you to please be mindful of the following when choosing the materials for your exterior signage: Use signage materials that are simple, elegant and use just enough resources to get the job done in an environmentally responsible way. Challenge your architects and suppliers to create signage that meets our shared environmental respect and standards. Prioritize materials that are durable, attractive, ecologically friendly and convey high quality. Examples include: stainless steel most of which is made from post-consumer recycled content. Stainless steel can be finished mechanically (brushed or polished) so it doesn t require a chemical-based finish. Some stainless steel alloys can rust in exterior conditions. Be sure your sign fabricator selects an appropriate alloy. reclaimed wood or metal which diverts waste from landfills and incinerators. Ask your vendor to source reclaimed materials and specify wood grades that are resistant to water and rotting. powder-coated cold-rolled steel a good option, with a very low level of embodied energy. Powder coating is a metal finish process in which powdered pigment is baked onto the metal, with minimal waste and no toxic chemicals. recycled materials because the signage industry needs to break the trend of working with less environmentally friendly aluminum and petroleum-based products like acrylic and polycarbonate. Ask your vendors to speak to their suppliers about sourcing more environmentally respectful materials. The more we come together to ask for the materials we believe in, the sooner the industry will recognize and honor the demand for them. fundamentals 9 aveda co-brand signage vision and guidelines for lifestyle locations v. 1.0

11 getting started From our experience developing salon/spas throughout the world, we have created an overview of where co-brand signage fits in the development of your salon/spa. This project timeline is illustrated on the next page. We suggest that you allow at least twelve weeks to take your signage program from idea to execution. While this may seem like a long period of time, obtaining the proper approvals from Aveda, local municipalities and zoning boards can be surprisingly time consuming. planning overview planning at a glance Use professional designers to bolster the quality and effectiveness of your salon/spa brand Complete your salon/spa identity design before initiating signage Obtain Aveda review and approvals prior to approvals from local municipalities and zoning boards signage production or construction Allow ample time for approvals Invest in quality low quality signage always reflects negatively on your salon/spa and the Aveda network getting started 10 aveda co-brand signage vision and guidelines for lifestyle locations v. 1.0

12 lifestyle salon/spa design and construction: project timeline Note: This project timeline represents a best-case average based on an 11 month time frame. Some phases may require less time and some may require more. The timeline is provided for reference only project schedule in months 4 wks 8 wks create your program interview architects 4 wks select site kick-off call w/aveda 3 wks 2 wks salon space planning aveda plan review 6 wks 2 wks 12 wks design co-branding signage aveda signage review 12 wks salon design development 3 wks signage permitting and fabrication pre-construction 12 wks soft opening salon construction getting started 11 aveda co-brand signage vision and guidelines for lifestyle locations v. 1.0

13 These are the specific roles each of us have in creating your salon/spa s co-brand signage: project approach our roles you Check your local codes, zoning laws and landlord criteria, which dictate size requirements, amount of signage allowed, lighting and even stylistic elements permitted in your area or on your building. Create your co-brand signage design and proposal, following co-brand guidelines and respecting our environmental mission. Submit all co-brand signage designed by your architect or designer to the Aveda Lifestyle Salon Development Team before initiating signage production. Send photos of your finished sign(s) to the Aveda Lifestyle Salon Development Team to be included in a Best Practices Portfolio. Showing real life examples of successful co-branding is a great way to bring our network together and learn from each other. aveda Guide your design team to create a strong, individual and environmentally respectful co-brand signage program. Share our experience to save you time and money and help locate the correct resources and suppliers. Review and approve all co-brand signage. getting started 12 aveda co-brand signage vision and guidelines for lifestyle locations v. 1.0

14 your exterior signage Your exterior signage provides that critical first impression of your Lifestyle Salon/Spa and signals to customers what they might expect to find inside, an exclusive benefit to Lifestyle Salon and Spa Partners. It is essential that your signage convey the high-quality, elegance and professionalism that is expected from each Lifestyle Salon and Spa. Exterior signage included within the Lifestyle Aveda co-brand program: Primary signage: fascia signage and awnings Secondary signage: blades, banners and window decals Temporary signage: construction barricades and window signs types our primary co-brand signage is: elegant, simple, professional, respectful of its environmental context, environmentally resourceful is not: crowded, unprofessional, intrusive to its local context, insensitive to environmental resources will: vary from location to location depending on storefront and facade design, local and landlord requirements, etc your exterior signage 13 aveda co-brand signage vision and guidelines for lifestyle locations v. 1.0

15 primary lifestyle signage As a primary objective, your primary signage attracts the most attention and attracts people from the farthest away. Your primary signage has the greatest impact and should provide clear legibility of your salon/spa from a distance such as when people drive by in a car. Primary signage included in the Aveda co-brand program are: fascia signage overview awnings Note: Pylon signs, which are an excellent vehicle for advertising your salon, are not co-branded due to the immense variables of size, format and location. The mixed messages may not make for good signage. your exterior signage 14 aveda co-brand signage vision and guidelines for lifestyle locations v. 1.0

16 primary lifestyle signage: fascia signs Fascia signs are the letter structures or sign bands that can be attached directly to the exterior facade of your building. The preferred treatments for your fascia signage (in order of preference) include: reverse-lit letters Provide the clearest legibility as well as nighttime visibility. These letters may also be referred to as halo-lit signs. externally illuminated letters A good alternative to halo-illuminated letters, providing distinction between the two identities. sign bands An option when your facade does not easily lend itself to a large, smooth or flat surface on which to affix dimensional letters. fascia sign demonstrating prefered placement a placement a principals of usage placement a: your logo centered above aveda trademark two-thirds rule: determines co-brand size relationships separate and distinct: two identities separated by a minimum of twice the cap height of your logo respect for architectural context: fascia signage respects your salon/spa s surrounding architectural context } maintaining visual integrity All guidelines for proper use of the Aveda trademark apply to fascia signs. See Aveda trademark usage in the Fundamentals Section of this book. { your exterior signage 15 aveda co-brand signage vision and guidelines for lifestyle locations v. 1.0

17 primary lifestyle signage: fascia signs Illustrated below is an additional placement option for the Aveda logo that responds to a limited height space. fascia sign demonstrating prefered placement c principals of usage placement c placement c: your logo aligned to the left of aveda trademark two-thirds rule: determines co-brand size relationships separate and distinct: two identities separated by a minimum of twice the cap height of your logo respect for architectural context: fascia signage respects your salon/spa s surrounding architectural context with the aveda logo centered over the window below } maintaining visual integrity All guidelines for proper use of the Aveda trademark apply to fascia signs. See Aveda trademark usage in the Fundamentals Section of this book. { your exterior signage 16 aveda co-brand signage vision and guidelines for lifestyle locations v. 1.0

18 primary lifestyle signage The amount of available space on the building s facade will impact the placement of the allowable signage. 1) Significant facade space: use logo placement a 2) Limited facade space: use logo placement c 3) No facade space: place your logo and the Aveda trademark on awning } maintaining visual integrity All guidelines for proper use of the Aveda trademark apply to window signs. See Aveda trademark usage in the Fundamentals Section of this book. { your exterior signage 17 aveda co-brand signage vision and guidelines for lifestyle locations v. 1.0

19 primary lifestyle signage: awning Awnings create an elegant opportunity to communicate with both pedestrian and drive-by traffic particularly when there is not adequate space for the co-brand logos on the building s facade. If there is adequate space on the facade for the salon logo only, and an awning is desired or required, we suggest using the spa logo as a fascia sign in conjunction with the Aveda logo on the awning flap. When an awning provides the only signage opportunity, the salon logo should be placed on the main panel of the awning, while the Aveda logo should be represented on the awning flap. The co-brand design guidelines for placement of the Aveda trademark on awnings are: front, vertical flap placement Aveda trademark should only be applied to the front vertical flap of an awning. balanced proportion Aveda trademark height should be no greater than 3/5 of the flap height. tips at a glance awnings should be fabricated in Sunbrella or a similar commercialgrade material always check your local codes and regulations first principals of usage balanced proportion: aveda trademark and support text 3/5 of flap height two-thirds rule: determines co-brand size relationships identity placements: placement a: salon logo as a fascia sign; aveda trademark and support text on awning flap placement b: salon logo on top of awning; aveda trademark and support text on flap respect for architectural context: awnings respect your salon/spa s surrounding architectural context a b } maintaining visual integrity All guidelines for proper use of the Aveda trademark apply to awnings. See Aveda trademark usage in the Fundamentals Section of this book. { your exterior signage 18 aveda co-brand signage vision and guidelines for lifestyle locations v. 1.0

20 Nighttime visibility of your signage maintains your salon/spa s presence to evening traffic and passersby. primary lifestyle signage ensuring visibility at night The following resources are available and should be considered in your signage program. As with all signage development, always check your tenant criteria and local codes first to confirm the methods that can be used on your site. halo-lighting Preferred by Aveda, this is an attractive and efficient way to highlight individually mounted letters. You can also illuminate your sign with small, externally mounted light sources. LEDs (light-emitting diodes) An effective and energy efficient option, these are small lamps that when grouped together create an effect similar to neon. Though LEDs can be more expensive than neon, they also have a much longer life span and will help conserve electricity. The more we ask for and use this resource, the more the prices will drop. neon A common but less energy efficient resource, neon can be bent to fit within your graphic/letters (for a halo effect). The Aveda logo should never be expressed with exposed neon. your exterior signage 19 aveda co-brand signage vision and guidelines for lifestyle locations v. 1.0

21 secondary signage overview Secondary signage is designed to reinforce your salon/spa location from a secondary direction, or different vantage point than your primary signage. In many cases, secondary signage will be placed at street level for people walking by your salon/spa. Secondary signage included in the Aveda Lifestyle co-brand program: blade signs banners and flags window decals your exterior signage 20 aveda co-brand signage vision and guidelines for lifestyle locations v. 1.0

22 secondary signage: blade signs Blade signs provide an elegant and effective way to reinforce your Lifestyle Salon/Spa location at street level. Because blades signs are permanent and durable structures, they are also our preferred type of secondary signage. placement a principals of usage placement a: your logo centered above aveda trademark two-thirds rule: determines co-brand size relationships separate and distinct: two identities separated by a minimum of twice the cap height of your logo respect for architectural context: blade signage respects your salon/spa s surrounding architectural context } maintaining visual integrity All guidelines for proper use of the Aveda trademark apply to blade signs. See Aveda trademark usage in the Fundamentals Section of this book. { your exterior signage 21 aveda co-brand signage vision and guidelines for lifestyle locations v. 1.0

23 secondary signage: banners and flags Banners and flags are an effective and pleasing way to attract drive-by traffic. Though not as permanent as blade signs, banners and flags enhance your Lifestyle Salon/Spa s representation and sets you apart in your shopping environment. All banners and flags must be co-branded with your salon/spa logo and the Aveda trademark. The Aveda trademark is never used without your salon/spa logo unless authorized by Aveda. tips at a glance banner signs should be fabricated in Sunbrella or a similar non-pvc (vinyl) commercial-grade material always check your local codes and regulations prior to designing or installing your signage a b principals of usage placements a+b: a) your logo centered above aveda trademark b) your logo aligned to the left of aveda trademark two-thirds rule: determines co-brand size relationships separate and distinct: two identities separated by a minimum of twice the cap height of your logo identity orientation: all words read from bottom to top respect for architectural context: banners respect your salon/spa s surrounding architectural context } maintaining visual integrity All guidelines for proper use of the Aveda trademark apply to banners. See Aveda trademark usage in the Fundamentals Section of this book. { your exterior signage 22 aveda co-brand signage vision and guidelines for lifestyle locations v. 1.0

24 secondary signage: window decals Window decals are an effective and simple way to communicate with walk-by traffic as well as customers visiting your salon/spa. You can use window decals in two ways: to reinforce the Aveda identity to reinforce our co-brand identities In all cases, the Aveda will provide artwork for the Aveda window decal. tips at a glance whenever possible, use a vendor that has cut-letter technology in-house ask your vendor to include installation in their price quote it s worth having them installed professionally decals must be cut in reverse to be mounted to the interior of windows principals of usage perfered placements: your logo aligned to left of the aveda trademark or centered between two aveda trademark decals decal size: the aveda trademark has a maximum 3-inch cap height separate and distinct: two identities separated by a minimum of twice the cap height of your logo with a minimum of 6-inch space between your logo and the aveda trademark respect for architectural context: window decals respect your salon/spa s surrounding architectural context } maintaining visual integrity All guidelines for proper use of the Aveda trademark apply to window decals. See Aveda trademark usage in the Fundamentals Section of this book. { your exterior signage 23 aveda co-brand signage vision and guidelines for lifestyle locations v. 1.0

25 temporary signage overview There may be times when temporary signage is necessary in the development of your Lifestyle Salon/Spa. Situations may include: when your salon/spa is under construction or renovation and/or making a significant change in its offerings. In all cases, your temporary signage should reflect the visual integrity of all co-brand signage and provide your customers with relevant information about your salon/spa status. Temporary signage included in the Lifestyle Aveda co-brand program: construction barricades window signs your exterior signage 24 aveda co-brand signage vision and guidelines for lifestyle locations v. 1.0

26 temporary lifestyle salon/spa signage: construction barricades Construction barricades provide essential information and identification to your customers while you complete or undergo construction. This is a valuable opportunity to build advance recognition of your salon/spa. Temporary signage is only allowed during construction periods and must be removed when construction is complete. tips at a glance use your construction barricade to let your customers know when your salon/spa will open two months before your salon/spa opens, let your customers know when you will be accepting reservations and provide a means for them to be in contact with you coming soon 2007 principals of usage trademark placement c: your logo aligned to the left of the aveda trademark. may also use placement a two-thirds rule: determines co-brand size relationships separate and distinct: two identities separated by a minimum of twice the cap height of your logo } maintaining visual integrity All guidelines for proper use of the Aveda trademark apply to construction barricades. See Aveda trademark usage in the fundamentals section of this book. { your exterior signage 25 aveda co-brand signage vision and guidelines for lifestyle locations v. 1.0

27 temporary lifestyle signage: window signs Window signs provide important representation to your customers and walk-by traffic in temporary situations such as renovations. Because window signs have direct reflection on your salon/spa, it is important to follow all co-brand guidelines and keep your signage updated and in good condition. tips at a glance use your window signage to let your customers know when your salon/spa will open two months before your salon/spa opens, let your customers know when you will be accepting reservations and provide a means for them to be in contact with you. Make sure your window signage does not block important displays. opening 2005 appointments accepted starting July 1 call or principals of usage trademark placement a: your logo centered above aveda trademark. may also use placement b two-thirds rule: determines co-brand size relationships separate and distinct: two identities separated by a minimum of twice the cap height of your logo } maintaining visual integrity All guidelines for proper use of the Aveda trademark apply to window signs. See Aveda trademark usage in the Fundamentals Section of this book. { your exterior signage 26 aveda co-brand signage vision and guidelines for lifestyle locations v. 1.0

28 co-branding overview Branding Opportunity Lifestyle Concept Network Exterior Signage primary sign yes no no blade sign yes no no canopy/awning sign yes no no flags yes no no banners yes no no barricade/temporary sign (recruitment/coming soon) yes no no monument/pylon sign no no no window decals yes yes yes changeable signs no no no co-branding overview 27 aveda co-brand signage vision and guidelines for lifestyle locations v. 1.0

29 thank you for your enthusiasm and belief in the aveda co-brand vision.