BRAND STYLE GUIDELINES

Natural Look:
Enhance rather than cover, reveal rather than transform. It’s about achieving a fresh, healthy glow that feels comfortable, confident, and true to you. Simplicity becomes powerful when it highlights what’s already beautiful.
Results:
Solutions that work. It’s about helping people look and feel their best through targeted services, high-quality formulas, and consistent outcomes that elevate confidence.
Uncompromised Quality:
Deliver an experience that never cuts corners. It’s a dedication to purity, clarity, and integrity -ensure every ingredient, formulation, and detail meets the highest standards for safety, effectiveness, and luxury.

The visual identity is the foundation for all applications, the elements that define the BABYFACE Brand Voice from a visual perspective.

This is an introduction to the core visual identity elements and a guide for how to use these elements so that a consistent look and feel are maintained.

What Visual Identity Means?

The visual identity of the Brand Voice is the graphic representation and expression of the brand’s positioning and personality. In other words, it’s the visual language of performance.

The goal of the visual identity is to use energetic and dynamic images, colors, iconography, typography and design to motivate, celebrate and enable consumers to trust BABYFACE and its management services.

BABYFACE’s visual style is built on these Brand personality traits:

TECH
Automation, efficientcy converts to consumer appeal
SMART
Trend-setting, raise the industry bar
RESPONSIVE
Active and enthusiastic imagery
PURPOSEFUL
Images that emphasize/ reinforce the copy content
CHARACTER
Images of patients & staff or images that incorporate professional service and amenities

To visually inspire the consumer experience means to:

LOVE
– Love represents empathy, respect, commitment, and genuine care for people and purpose. When love is present in how we work and lead, it fuels trust, collaboration, and lasting impact.
AESTHETIC
– Aesthetic is the art of visual harmony and emotional resonance. It’s how we shape what people see, feel, and remember. A strong aesthetic doesn’t just look good -it communicates meaning, builds identity, and leaves a lasting impression.
ARTISTIC
– We embrace creativity, imagination, and innovation to express ideas in compelling and original ways. We foster a mindset of fresh thinking, visual storytelling, and emotional connection with our clients using our experience and the latest technology.
OPULENT
– We embody elegance, abundance, and refined excellence. Opulence signals a commitment to high quality, attention to detail, and a premium experience that leaves a lasting impression.
LUXURY
– Luxury is a mindset –not just results. It’s a commitment to go beyond ‘good enough’. It’s more than indulgence, it’s refinement, exclusivity, and exceptional quality. It’s about crafting experiences that are not only beautiful and rare but deeply satisfying. True luxury speaks to the senses and the soul.

1.1 LOGO Overview

The BABYFACE logo is the cornerstone of the company’s identity. The logo instantly identifies BABYFACE on all products and communications.

The primary color logotype uses “BABYFACE” in one swatch (Royal Space, deep blue-purple, PANTONE (PMS) 2766c in font “Brand” The purpose of the ratio color & icon application is to reinforce a heirachy in BABYFACE’s corporate identity. The icon mark was designed to reflect a crest/shield with a crown to reflect the highest of quality & care our staff provides to our customers, the royal treatment. This icon mark’s inner crest symbols reflect a horse (representing strength & power), fleur-de-lis (symbolizing purity, light, and perfection), half crescent moon (rest & relaxation) and a tear drop face (hydration and rejuvenation). The center divider represents an upward pulse rhythm to reference the med spa which completes the singular identifier mark for BABYFACE.

The BABYFACE logo should always appear in the correct primary form and colors as specified in these guidelines. It should be displayed clearly and in a prominent location, independent of other elements. Secondary (horizontal) option is acceptible and shown on the next page.

PRIMARY LOGOTYPE (PMS)

If applicable, the secondary logo can be used, shown below in its alternative knocked out white against a dark background. When used in this display the PANTONE (PMS) 2766c must convert to PANTONE (PMS) 7527c to boost the contrast to background. A 4-color CMYK breakdown option is also valid in this instance.

SECONDARY LOGOTYPE (REVERSED OUT)

If applicable, the secondary logo can be used, shown below in its horizontal format. Keeping the same ratio from ligature to icon mark, but placed to the left of “BABYFACE.”

Logotype Formats

BABYFACE logotype can be used in any of these combinations.

Figure 1: PMS logo using spot Pantone colors, this is the preferred logo format

Figure 2: 4-color process logo, to be used when spot colors are not acceptable

Figure 3: Grayscale logo, to be used when printing requires a 1-color solution

Figure 4: Line art logo, to be used when color or grayscale is not acceptable

Figure 5: Secondary reversed out logo, to be used when color is acceptable and the logo needs to reverse out of a dark background

Figure 6: Line art knock out logo, to be used when color or grayscale is not acceptable and the logo needs to reverse out of a dark background

No other colors or color combinations should be used.

Isolation Zone

BABYFACE logotype should be surrounded by ample space and kept clear of other elements. The “isolation zone” around the logo is determined by the y-height of “BABYFACE” expanding from top down to the baseline of the tagline.

Any other elements used should appear far enough away, outside of the isolation zone, so that they appear independent. Any other element that appears within this isolation zone is not acceptable.

Minimum Size

BABYFACE identity should always be presented at a size that is easily readable. It is recommended that the size of the logo not fall below 2” in width (height is kept proportional) as shown below.

Prohibited Alterations

BABYFACE logotype should always be displayed in correct, consistent form whenever used. This is vital to the brand identity and its recognition in the marketplace.

Alterations to the logotype are strictly prohibited. Use the specific logotype files provided to ensure that they are displayed in correct form.

COLOR PALETTE

Breakdown

Color Guidelines

Color is a powerful visual tool. The identity of BABYFACE will be greatly enhanced by consistent use of the approved color palette.

The following colors have been chosen for use as a general color palette in all BABYFACE materials. The number in each color swatch is the Pantone (or PMS) number that identifies that color; the number below is the CMYK (or process color) equivalent, along with RGB and HTML (HEX) numbers.

Please note that colors may not appear accurately on screen. Refer to Pantone swatch books for actual colors.

PRIMARY COLOR

PMS 2766c

C:100 / M:97 / Y:36 / K:39 R:20 / G:27 / B:77 HEX: #141b4d

SECONDARY COLOR

PMS 871c (metallic)

C:45 / M:45 / Y:75 / K:17 R: 132 / G:117 / B: 78 HEX: 84754e

ACCENT

PMS 7527c

C:15 / M:13 / Y:21 / K:0 R:214 / G:210 / B:196 HEX: d6d2c4

HIGHLIGHT “POP”

GOLD TEXTURE

N/A - High Resolution Image Used as a Mask

TYPOGRAPHY

Guidelines

Typeface Guidelines

BABYFACE logotype has been matched with a typeface family that carries the flavor and attitude of the corporation’s brand identity. These typefaces can be used consistently on all brand materials.

For use in headers:

BRAND ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

For use in subheads: AGENDA (SemiBold) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

For use in body type & web font: AGENDA (Regular) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ICON

Usage

BABYFACE Icon

BABYFACE has one approved icon for usage where the standard logo does not apply or fit within certain specifications. The icon mark can either be encased in a circular or rounded edge square shape or free standing. It incorporates the Secondary, Accent & Highlight POP gradient from the brand standard swatches. The gradient is set at 175 degree angle with the darker secondary swatch on the right side to set that leafs side backwards.

Example Instances of usage:

- social media profile thumbnails

- internal corporate use

- promotional marketing materials (SWAG)

- favicon

BUSINESS SYSTEM

Correct Display

to be updated once approved...

It is important to display the BABYFACE logotype consistently, clearly, and legibly on all brand materials, regardless of their importance.

Care should be taken to see that only approved logotype and colors are used to preserve this consistency and reinforce the brand. This applies to all applications: exterior and interior signage, stationery, packaging, advertising, marketing materials, online applications, etc.

The production specifications will be updated shortly for business cards, letterhead, and envelopes. For consistency and branding, this look and feel should be carried throughout all collateral material.