S T Y L E G U I D E

INTRODUCTION

A LUSH LIFE

LOGO ELEMENTS

IMAGERY

SIGNAGE

STATIONERY

APPLICATIONS

CD

4

5

7

15

19

23

27

31

t a b l e o f c o n t e n t s

The Lush creative team has been working together since the late seventies when we first started to hand-make our own cosmetics.

In 1978 we sold our first product to the Body Shop and in 1988 we set up Cosmetics to Go, in Poole, Dorset, by the sea on the south coast of England, where we surprised the bathing public by inventing products such as Bath Bombs, Shampoo Bars and Massage Bars and built a hugely successful, catalogue-based mail order cosmetics company the like of which had never been seen before.

In 1994 we opened our first shop at 29 High Street, Poole, where it is to this day, and we opened our second in London’s King’s Road. We were mobbed! We grew from there.

Now we have over 650 stores and several factories in over 40 countries. There are roughly 6000 people working for LUSH from selling soap on shop floors, to filling presents, to travelling in the jungles looking for fairly traded raw materials. LUSH prides it’s self on being dynamic, original and progressive.

We hand-make our cosmetics in Europe, Canada, Australia, South America, Singapore and Japan, in our own production facilities, so that every product available in our shops or sent to you by mail is as fresh as it can possibly be because fresh products work better and use fewer preservatives.

Our aim is to have the youngest, freshest products in the history of cosmetics.

i n t r o d u c t i o n

a L U S H l i f e

We believe in making effective products from fresh, organic fruit and vegetables, the finest essential oils and safe synthetics. We also believe words like “fresh” and “organic” have honest meaning beyond marketing.

We invent our own products and fragrances. We make them fresh by hand using little or no preservative or packaging, using only vegetarian ingredients, and tell you when they were made.

We believe in buying ingredients only from companies that do not commission tests on animals and in testing our products on humans.

We believe in happy people making happy soap, putting our faces on our products and making our mums proud.

We believe in long candlelit baths, sharing showers, massage, filling the world with perfume and in the right to make mistakes, lose everything and start again.

We believe our products are good value, that we should make a profit and that the customer is always right.

LOGO

10

b l a c k & w h i t e l o g o

11

c o l o r l o g o

12

s i z e

This is the minimum amount of clear space allowed around the Lush logo. X represents the clear space around the logo and F represents the distance between “LUSH” and “fresh handmade cosmetics”.

x

2x

F

F

13

d o n ’ t s

The Lush logo should not be altered in any way including rotating the logo or using any colors other than those dicated on the colors page.

14

c o l o r

Full Color

One Color

Black/White

The color palette of the Lush logo consists of two Pantone solid to process colors. When displayed on a black background, the Lush logo is white.

583 PC Black

15

Tall Films Expanded, regular

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz

Rawengulk, regular

AaBbCcDdEeFfGgHhIiJjkLlMm

NnOoPpQqRrSsTtUuVvWwXxYyZz

The typeface used in the Lush logo below the logomark is Tall Films Fine Expanded, regular weight. Rawengulk, regular weight is used in Lush’s print and promotional materials and Grotesque, regular weight is used in Lush’s packaging.

t y p o g r a p h y

Grotesque, regular

AaBbCcDdEeFfGgHhIiJjKkLlMm

NnOoPpQqRrSsTtUuVvWwXxYyZz

IMAGERY

18

i m a g e r y

19

i m a g e r y

Imagery should reflect the Lush brand and Lush products. Macro shots of Lush productsare encouraged, as well as any images that show the texture and color of Lush products.

SIGNAGE

22

e x t e r i o r s i g n a g e

23

i n t e r i o r s i g n a g e

STATIONERY

26

b u s i n e s s c a r d s

Sarah BrowneSales Manager

27

s t a t i o n e r y

Vancouver, British ColumbiaCanada V5X 3E81.888.733.5874

lushusa.com

Vancouver, British ColumbiaCanada V5X 3E8

APPLICATIONS

30

p a c k a g i n g a p p l i c a t i o n s

31

p r o m o t i o n a l a p p l i c a t i o n s

CD

This CD contains official logo art, business card and stationery templates. These items can also be found on the corporate website.

©2011 ALLISON SHIMAN