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TABLE OF CONTENTS

2 TABLE OF CONTENTS

4 COMMITMENT 6 ALL IC IT MEANING

8 ALL IC IT PROMISE

10 FEEL ING 12 PERSONALITY TRAITS

26 LOOK 28 LOGO

30 USES OF LOGO

32 BRAND NAME

34 COLORS

36 TYPOGRAPHY

38 CONSISTENCY 40 PRESENTATION

42 LETTERHEAD

44 HOLDING SHAPE

46 GRID 48 USING BRANDING ELEMENTS

50 OVERVIEW

These brand guidelines will help establish and maintain a cohesive brand identity, preparing each stakeholder to handle the brand with the consistency necessary for success.

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COMMITMENT

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ALLICIT MEANING

“Chance favors the prepared woman”- Bridgett McNeill, Founder

Any moment can be the moment that changes your life forever.

The moment you make a new friend.

The moment you get a new job.

The moment you think of the perfect idea.

The moment you fall in love.

Prepare for these moments,And make them come to you.

ALLICITTM Cosmetics is about helping women prepare for their destiny by creating unique products of unparalleled QUALITYÏTHATÏINSPIREÏTHEÏQUIETÏCONlDENCEÏNEEDEDÏTObe ready for any situation.

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ALLICIT PROMISE

“Always be prepared.”

With hard work and dedication we make this promise to ourselves.

7EÏlRMLYÏBELIEVEÏTHATÏWEÏHOLDÏTHEÏKEYSÏTOÏOURÏOWNÏSUCCESS�Ï7ITHÏa keen attention to detail and a commitment to excellence, we

strive to lead by example and always hold ourselves accountable. Understanding the relativity of beauty, we strive to make every

encounter with our colleagues, partners and customers a beautiful and rewarding experience.

With open ears and a passion for excellence we make this promise to our customers.

7EÏUNDERSTANDÏTHEÏDIRECTÏLINKÏBETWEENÏAÏWOMAN�SÏCONlDENCEÏANDÏHERÏSUCCESS�Ï7EÏINSTILLÏCONlDENCEÏINÏWOMENÏBYÏPROVIDINGÏTHEMÏwith the tools, products and information that they need to look

and feel beautiful. Our customers should walk away from every INTERACTIONÏWITHÏOURÏBRANDÏFEELINGÏMOREÏCONlDENTÏINÏTHEMSELVESÏ

ANDÏMOREÏCONlDENTÏINÏUS�

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ALLICIT PERSONALITY

A brand is a living, breathing entity, much like a humanbeing. Every brand has characteristics, which give the brand representation and differentiation from the thousands of other brands in the marketplace. The following brand personality traits encapsulate what we stand for as a company:

Ƈ Alluring

Ƈ Inspired

Ƈ Prepared

Ƈ Elegant

Ƈ Aspirational

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ALLURINGMYSTERIOUSLY ENTICING. LEVERAGING THE INNATE DRAW TO THE UNKNOWN, CAPITALIzING ON CURIOSITY.

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INSPIREDDRIVEN BY AN ALMOST SUPERNATURAL DESIRE TO DO SOMETHING BETTER. TO BRING NEW LIFE AND VIGOR TO UNExPECTED PLACES.

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PREPAREDREADY FOR ANY SITUATION. EQUIPPED WITH THE RIGHT TOOLS AND MINDSET TO CAPITALIZE ON ANY UNEXPECTED MOMENT - THE ABILITY TO MAKE THAT MOMENT A LIFE CHANGING MOMENT.

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ELEGANTSOPHISTICATED BEAUTY IN ATTITUDE AND APPEARANCE. A qUIET COMMAND OF RESPECT AND ADMIRATION IN ANY ENCOUNTER.

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ASPIRATIONALA FIRM FUNDAMENTAL BELIEF IN ACHIEVING BEYOND WHAT IS ExPECTED. THERE IS NO “NORMAL” OR “AVERAGE” ExPERIENCE. EVERY MOMENT IS WHAT YOU MAKE OF IT AND THERE IS NO SATISFACTION WITHOUT MAKING EVERY MOMENT PERFECT.

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PERSONALITY OVERVIEW

ALLURING

Mysteriously enticing. Leveraging the innate draw to the unknown, capitalizing on curiosity.

INSPIRED

Driven by an almost supernatural desire to do somethingbetter to bring new life and vigor to unexpected places.

PREPARED

Ready for any situation. Equipped with the right tools andmindset to capitalize on any unexpected moment - the abilityto make that moment a life changing moment.

ASPIRATIONAL

A firm fundamental belief in achieving beyond what is

ELEGANT

Sophisticated beauty in attitude and appearance. A quietcommand of respect and admiration in any encounter.

expected. There is no “normal” or “average” experienceevery moment is what you make of it and there is no satisfaction without making every moment perfect.

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LOGO

The ALLICITTM logo is designed to instill a sense of CONlDENCEÏANDÏELEGANCE�Ï4HEÏTIGHTÏKERNINGÏOFÏTHEÏTYPEFACEÏcreates a feeling of familiarity and closeness with the brand, while the extended height of the type embodies elegance. The balance of closeness and elegance helps to DElNEÏOURÏAESTHETICÏOFÏAPPROACHABLEÏBEAUTY�

The minimum size of the logo is 1.0”.

Logo should be used with a minumum clearance of 0.5” in every direction.

0.5” 0.5”

0.5”

0.5”

Anatomy of the Logo

Logotype Business Registered TrademarkSymbol

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The most unique element of the logo is the extension OFÏTHEÏlRSTÏ,ÏANDÏTHEÏSECONDÏ)�Ï4HEÏ,ÏEXTENDINGÏUPWARDSÏis symbolic of the deep-rooted ambition present in the ALLICITTM woman. The I extending downwards is an acknowledgment to the past, the people, places and experiences that shape us into unique individuals.

Examples of correct and incorrect use of logo.

Negative Positive Tertiary BackgroundColor

Well-ContrastedBackground

Extending the Line

Incorrect

Correct

31Distorted Broken Lock-Up Unapproved Pattern

Rotated Drop Shadow Short Lines Wrong Color

Incorrect Uses

Correct Uses

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BRAND NAME

The logo should never be used in text. The brand name should be written in all capital letters followed by the trademark symbol. For example, this sentence demonstrates how ALLICITTM should appear in text.

Ota exceaquo modit, cum recuptis mod qui ommoloremque mo comnis que nonserite sitia Allicit. Runduntur repeditis dis andae-rum verro eaqui te nonsequi nus. Epudaes simolor eiusdant a ipsap igenienis aut ...

Incorrect Use

Ota exceaquo modit, cum recuptis mod qui ommoloremque mo comnis que nonserite sitia ALLICIT™. Runduntur repeditis dis an-daerum verro eaqui te nonsequi nus. Epu-daes simolor eiusdant a eaqui ipsap ...

Correct Use

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COLORS

Black and White are the primary colors of ALLICITTM. This classic contrasting combination gives the brand the timeless elegant feeling that it commands. The ALLICITTM Green is used as a secondary color and portrays a sense OFÏCONlDENCE�ÏSOPHISTICATIONÏANDÏCHARM�Ï4HEÏCONTRASTÏbetween the primary and secondary color draws attention in a quiet inviting way. The Grey is used as a tertiary color to create balance between the primary colors. Black

CMYK 0/0/0/100RGB 0/0/0HEx #000000

White

CMYK 0/0/0/0RGB 255/255/255HEx #FFFFFF

Allicit Grey

CMYK 52/44/44/8RGB 126/126/126HEx #7E7E7E

Allicit Green

CMYK 53/0/43/0RGB 119/200/168HEx #6FD4AD

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TYPOGRAPHY

Typography is another important element of visual identity and keeping it consistent is essential. The most important fuctions of this typography are compatibility and legibility.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(.,:;?! £ $&@*) 0123456789

Blair Md ITC TTUsed for headers and titles on print media

ABCDEFGHIJKLMNOPqRSTUVWxYzabcdefghijklmnopqrstuvwxyz(.,:;?! £ $&@*) 0123456789

Univers LT 47 Condensed LtUsed for body copy on print media

Trebuchet MSUsed for headers and body copy on online media

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

(.,:;?! £ $&@*) 0123456789

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Title slide

Slide with no images

Slide with one image

Slide with more than one image

PRESENTATION

Every ALLICITTM presentation should carry with it the essence of the brand. This presetation template ensures consistency throughout presentations both internally and externally.

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LETTERHEAD

These templates are designed to provide consistency in internal and external communications.

Envelope layout

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HOLDING SHAPE

The holding shape is another element in the visual identity system of ALLICITTM�Ï4HEÏSIZEÏOFÏTHEÏHOLDINGÏSHAPEÏISÏmEXIBLEÏANDÏITÏCANÏBEÏplaced anywhere within the grid. It is used to help text stand out against complex backgrounds or to highlight heirarchy of messages.

Holding shape for images Holding shape for text 1 Holding shape for text 2 Holding shape for text 3

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GRID

To establish consistency and organization throughoutall communications, we have developed a propervertical, horizontal, and slim grid as basic layouts forinformation material. The size and shape of the brandedmaterial will determine which grid should be used.

Grid measurements are applicable to any size format.The vertical grid system has four columns, theHORIZONTALÏGRIDÏHASÏlVEÏCOLUMNS�ÏANDÏTHEÏSLIMÏGRIDÏHAStwo columns.

Vertical grid system Slim grid systemHorizontal grid system

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USING BRANDING ELEMENTS

Determine the size of the communication piece and apply the appropriate holding shape.

01 02 03 04Set the appropriate grid structure on to the holding shape.

Place the image or images on to the document. &INISHÏOFFÏBYÏlLLINGÏTHEÏDOCUMENTÏWITHÏTHEÏCOPY�

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COMMITMENT FEELING

“Chance favors the prepared woman”

- Bridgett McNeill, Founder

ALLICIT Cosmetics is about helping

women prepare for their destiny

by creating unique products of

unparalleled quality that inspire the

quiet confidence needed to be ready

for any situation.

TM

“Always be prepared.”

We understand the direct link

between a woman’s confidence and her success. We instill confidence in

women by providing them with the

tools, products and information that

they need to look and feel beautiful.

Our customers should walk away

from every interaction with our brand

feeling more confident in themselves

and more confident in us.

LOOK CONSISTENCY

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