STYLE GUIDE

SPARITUAL STYLE GUIDE

LOGO
Our name combines the timehonored spa traditions that honor
the mind, body, spirit connection
with ritual, the practice of creating
a graceful approach to self-care
that is personal, sacred and joyful.
SpaRitual appears as one word
with Spa and Ritual set in different
weights of the same font. SpaRitual
always appears as one word.
The SpaRitual logo is a symbol of
our commitment to our customers
and should always be consistent in
its use and placement on printed
materials. The logo should never be
altered or used without permission.

SPARITUAL STYLE GUIDE

LOGO MINIMUM SPACE AROUND

All other text or graphics near the
logo should always be kept clear for
optimal visibility - at least 1/2 of the
logos size all the way around.

x-height
1/2 of x-height

SPARITUAL STYLE GUIDE

LOGO USAGE
Whenever possible the logo should
appear in SpaRituals signature
plum color on a white background.
This is always the preferred
version. On a dark background
the logo can appear in SpaRituals
signature dove color. Black on a
white background or reversed out
in white on a black background are
acceptable if no color is available.
No other color variations are
acceptable.

C = 50
M = 78
Y = 26
K = 61
PMS 5185

black

SPARITUAL STYLE GUIDE

R = 75
G = 43
B = 57

C=7
M=9
Y = 10
K=0

R = 234
G = 226
B = 220

PMS 434

white

LOGO SIZE
Though an extra large version of
the logo is available for download,
large-scale use of the logo on
tradeshow graphics, posters and
displays must always be approved
through the Creative Department.
It is also critical that the logo is
completely legible so it is important
that it never appears smaller than
1 in length. The circle around
the registration mark sits on the
baseline of the capital L and should
always be completely recognizable.
In smaller versions of the logo the
registration mark has been slightly
enlarged so that it does not close
up during printing. Logo sizes are
clearly marked so please make sure
that you select the right size for the
job. You can find them by following
the paths below:

SMALL - Collateral

LARGE - Displays / Ads

XLarge - Wall Graphics

FTP / SpaRitual / Collateral / Logos / Logos / Small_Collateral

FTP / SpaRitual / Collateral / Logos / Logos / Large_Displays_Ads
FTP / SpaRitual / Collateral / Logos / Logos / XLarge_WallGraphics

SPARITUAL STYLE GUIDE

TRADEMARKS
The circle around the registration mark sits on
the baseline of the capital L and should always
be completely recognizable. In smaller versions
of the logo the registration mark has been
slightly enlarged so that it does not close up
during printing. Logo sizes are clearly marked so
please make sure that you select the right size
for the job.
Partial list of products and phrases that require
registration marks:
SpaRitual
Slow Beauty
CLOSE YOUR EYES
LOOK INSIDE
INSTINCTUAL
INFINITELY LOVING
HANDPRINT
TRUEBOND
LACQUER LOCK
RESURFACE
NUTRI-THICK
PROTEIN BOOST
FAREWELL
MULTI-TASKER
TOUT DE SUITE
ANDALE
CUTI-COCKTAIL
CUTI-CLEAN
CUTI-QUENCH
CUTI-COCKTAIL
FLUENT
VISIONARY CLEANSER
SOLE MATE

SPARITUAL STYLE GUIDE

TAGLINE
SpaRitual believes that slowing down
is the path to elightenment and is
committed to creating earth sustaining
products that relax, nourish, and
reconnect mind, body, spirit.
Our tagline is more of a mantra than
a response to a world that moves too
fast. Slow Beauty is capitalized and
never broken apart. for a appears
in sentence case. Fast World is
capitalized. There is a period at the
end of the tagline.
The tagline appears on the following:
secondary packaging, permanent
products, collateral, sales materials,
online and email communications, and
in a limited fashion on Social Media.

Slow Beauty for a Fast World.

Slow Beauty for a Fast World.

These are just two examples of some

optimal ways to use the logo with
the tagline. There are variances from
packaging to advertising.
You can find them by following the
paths below:

FTP / SpaRitual / Collateral / Logos / Logos_Tagline / Small_Collateral

FTP / SpaRitual / Collateral / Logos / Logos_Tagline / Large_Displays_Ads
FTP / SpaRitual / Collateral / Logos / Logos_Tagline / XLarge_WallGraphics

SPARITUAL STYLE GUIDE

FONTS
The typefaces to the right are the only
ones to be used in any SpaRitual
branded materials.

Primary Typeface: Headers, sub-headers and displays

ABCDEFGHIJKLMNOPQRSTUVXYZ
abcdefghijklmnopoqrstuvwxyz,.
ABCDEFGHIJKLMNOPQRSTUVXYZ
abcdefghijklmnopoqrstuvwxyz,.
ABCDEFGHIJKLMNOPQRSTUVXYZ
abcdefghijklmnopoqrstuvwxyz,.
ABCDEFGHIJKLMNOPQRSTUVXYZ
abcdefghijklmnopoqrstuvwxyz,.

Avenir LT Std 35 Light

Avenir LT Std 45 Book

Avenir LT Std 55 Roman

Avenir LT Std 65 Medium

Secondary Typeface: Paragraph and detail text

ABCDEFGHIJKLMNOPQRSTUVXYZ
abcdefghijklmnopoqrstuvwxyz,.
ABCDEFGHIJKLMNOPQRSTUVXYZ
abcdefghijklmnopoqrstuvwxyz,.

SPARITUAL STYLE GUIDE

Helvetica Neue LT Std 35 Thin

Helvetica Neue LT Std 45 Light

SPARITUAL COLORS
Primary Color Palatte
Whenever possible the logo should
appear in SpaRituals signature
plum color on a white background.
This is always the preferred
version. On a dark background
the logo can appear in SpaRituals
signature dove color. Black on a
white background or reversed out
in white on a black background are
acceptable if no color is available.
No other color variations are
acceptable.

PMS 5185

PMS 434

SPARITUAL STYLE GUIDE

CMYK breakdown
to retain proper color

RGB breakdown
to retain proper color

C = 50
M = 78
Y = 26
K = 61

R = 75
G = 43
B = 57

CMYK breakdown
to retain proper color

RGB breakdown
to retain proper color

C=7
M=9
Y = 10
K=0

R = 234
G = 226
B = 220

PRODUCT CATEGORIES
STATES OF SLOW BEAUTY
Unique to our body care and nail
lacquer categories are 4 States
of Slow Beauty. Each contains
a signature color, scent and nail
lacquer color palette that engage
the senses in a multisensory
Slow Beauty experience.

CLOSE YOUR EYES

C = 57
M=0
Y=6
K = 13

R = 80
G = 179
B = 207

C = 23
M = 59
Y = 94
K=8

R = 185
G = 115
B = 49

C = 19
M = 95
Y = 94
K=8

R = 188
G = 48
B = 44

C = 23
M = 73
Y = 30
K=1

R = 193
G = 100
B = 130

PMS 7459

LOOK INSIDE

PMS 7572

INSTINCTUAL

PMS 7620

INFINITELY LOVING

PMS 7634

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PRODUCT CATEGORIES

MANICURE & PEDICURE ESSENTIALS

Each nail treatment category
has its own color for easy
recognition.

TRUEBOND
MANICURE SYSTEM

basecoats &
nail strengtheners
TOPcoats &
QUICK DRY

C = 28
M = 35
Y = 24
K=0

R = 186
G = 163
B = 171

C = 42
M = 27
Y=7
K=0

R = 149
G = 169
B = 202

C=0
M = 32
Y = 35
K = 25

R = 196
G = 147
B = 126

C = 15
M=0
Y = 15
K = 42

R = 139
G = 155
B = 147

PMS 5215

PMS 535

PMS 4725

CUTICLE CARE
PMS 444

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ORIGAMI
The Origami pattern is a highly
stylized representation of the
flowers, leaves and natural plant
essences that are used in SpaRitual
formulations. It appears on all of
our permanent collection body care
products as a printed or embossed
graphic. It is also used on most of
our business collateral and some
brand collateral. The Origami
pattern may not be altered in any
way.
No text or graphic elements should
appear on top of the Origami unless
the pattern is being used in a very
small space such as a web banner
or on the business card. Whenever
possible it appears on top of the
Plum PMS 5185, at an 85% opacity.
You can find the origami by
following the path below:

FTP / SpaRitual / Collateral / Brand Key Art

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ADS
All advertising is part of a
larger company strategy that
is thoughtfully designed and
approved. Any ads created
outside of the SpaRitual
Creative Department
must be approved by the
Communications Manager
and Art Director.

States of Slow Beauty

poem graphic

Approved model
imagery for the brand

Unique to our body care and nail lacquer categories

are 4 States of Slow Beauty. Each contains a signature
scent and color palette that engage the senses in a
multisensory Slow Beauty experience.

State of Slow Beauty

product group shot

Embark on a slower path to beauty.

SpaRitual. Slow Beauty for a fast world.

Experience SpaRitual in the Relaxation Area. ISPA 2013

Logo

close your eyes

877.SPARITUAL

SPARITUAL STYLE GUIDE

SPARITUAL.COM

look inside

instinctual

infinitely loving

Slow Beauty for a Fast World.

State of Slow Beauty

Key
Tagline

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MODEL USAGE
Within the FTP, under each color
collection, there is a folder for
approved color-corrected model
images. The folder is labeled with
the date that the image usage
expires. After the experiation date,
the model image is no longer
available to use.
For example:
Model_Expires_040116

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BUSINESS CARD TEMPLATE

NAME

The design of the business cards

focuses on the 4 States of Slow
Beauty. All card fronts have the
same layout with names and
detailed contact information. Each
package of cards features four
different backs, each punctuated
with a color tab that corresponds
to one of the 4 States of Slow
Beauty. All card backs are printed
with the Origami pattern, contain
the SpaRitual logo and the tagline,
Slow Beauty for a Fast World.

TITLE

name@sparitual.com
sparitual.com
7710 Haskell Avenue
Los Angeles, CA 91406

t 818.988.2228 x###
f 818.988.2282
+1 877.772.7488

You can find the SpaRitual

business card Indesign template
by following the path below:
Slow Beauty for a Fast World.

Slow Beauty for a Fast World.

Slow Beauty for a Fast World.

Slow Beauty for a Fast World.

FTP / SpaRitual / Collateral /

Business Package / Business Cards

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letterhead
At SpaRitual we walk the walk
and try to minimize printing
whenever possible. For
email use we have created
a letterhead template for
SpaRitual communications.
You can find the SpaRitual
letterhead by following the
path below:

FTP / SpaRitual / Collateral /

Business Package / Letterhead

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COPY GUIDELINES
In body copy SpaRitual spelled with a capital S and R to make it clear that the brand is formed by combining two separate words to form one powerful concept.
The first time it appears in text it needs to have the registration mark. Subsequent mentions do not require the registration mark.
Sentences in body copy are separated by one space.
Ingredients are part of the big story at SpaRitual so they appear in title case: Organic Aloe Vera, Epsom Salts, Fair Trade Organic Shea Butter, etc
Occasionally we modify words that are an integral part of the brand story, like Multisensory. We use it as one word with no hyphen.
Use of numbers
In a sentence any number, ten and below is usually spelled out. Six new lacquers, for example. Exceptions to the rule are phrases that are unique to the brand like
4 States of Slow Beauty or 7 Outposts. In a sentence punctuated by a bullet point, it is okay to use the numeral.
When referring to the unit count of a package use a numeral with a hyphen and piece spelled out. ( 6-Piece Mini Kit)

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