graphic standards · 4 old old supercuts logo was purple with tight kerning (space between...

GRAPHIC STANDARDSFEBRUARY 2020

2

CONTENTS

3 SUPERCUTS RESOURCES

4 LOGO

5 LOGO SAFE AREA

6 LOGO RULES

8 APPROVED ICONOGRAPHY

9 BRAND COLORS

10 BRAND FONTS

11 APPROVED MODELS

12 TONE OF VOICE

13 SUPER INTO HEADLINES

14 APPROVED HEADLINES

15 HEADLINES: SEASONAL CONTENT

16 HEADLINES: PROMOTIONAL

17 CALLS TO ACTION

17 BODY COPY

18 LAYOUT GUIDE: SINGLE MODEL IMAGE

19 SINGLE MODEL IMAGE EXAMPLES

22 LAYOUT GUIDE: TWO MODEL IMAGES

23 TWO MODEL IMAGE EXAMPLES

25 PROMOTIONAL BEST PRACTICES

26 INCORRECT DESIGN APPLICATIONS

G R A P H I C S T A N D A R D S

3

SUPERCUTS RESOURCES

MARKETING TEMPLATES FOR PRINT

Access via the Franchise Resource Center (FRC) and found in the marketing section. Allows you to build out salon specific pieces, e.g. business cards.

DESIGN APPROVAL

To ensure your design meets the Supercuts brand standards, artwork should be submitted for pre-approval to [email protected]

DOWNLOADABLE IMAGES

The Franchise Resource Center (FRC) houses varies elements to be used in marketing materials including model images, logos, social media content and digital collateral assets.

DEDICATED SUPERCUTS DESIGNER

Supercuts franchisees can work directly with a dedicated Supercuts designer by logging into the Franchise Resource Center (FRC) and using the Artwork Request Form.

VENDOR SUPPORT

Outside vendors can access approved model images and logos at www.supercuts.com/vendors.


4

OLD

OLD SUPERCUTS LOGO WAS PURPLE WITH TIGHT KERNING (SPACE BETWEEN LETTERS).THIS LOGO SHOULD NOT BE USED.

LOGO

The Supercuts logo is a registered trademark and should not be altered in any way. It exists in both positive (top) and reverse options (bottom).

Logo files are provided in CMYK, RGB, and SPOT. The files are in multiple file formats (.eps, jpg, and png) to cover all uses. Logo files can be downloaded from the Franchise Resource Center (FRC) or at supercuts.com/vendors.

Never use the old version of the logo.

CORRECT LOGO USAGE

NEW

NEW COLOR AND NEW LETTER SPACING


5

LOGO SAFE AREA

When placing the logo on or around imagery, there should be plenty of space around the logo whenever possible. As a minimum, make sure there is at least a bold letter’s weight all around.

When placing the logo near text, make sure there is at least a ‘T’ width around the logo.

LOGO SAFE AREA FOR IMAGES

LOGO SAFE AREA FOR TEXT


6

LOGO RULES

The logo should never be altered or embellished from its original state. Do not attempt to recreate it in any way.

When deciding which version of the logo to use, please select the option that will give maximum contrast and stand out.

• When applying the logo on white or light background, use the positive version.

• When placing the logo on a dark background, use the reverse option. See page 4 of this document for reference.

Never type the word in upper-case to mimic the logo, and never place the actual logo into the copy, as this will dilute and diminish the brand.

DO NOT ADD DROP SHADOWS

DO NOT RECREATE OR USE DIFFERENT FONTS

DO NOT CHANGE THE COLOR

DO NOT ROTATE

DO NOT STRETCH, SQUASH OR SKEW

DO NOT PUT INTO SHAPES

DO NOT OUTLINE

DO NOT ADD EFFECTS

CORRECT

INCORRECT

DO NOT COMPRESSTHE LETTERING

NO ICON NEXT TO LOGO DO NOT USE LOGO ON POOR CONTRASTING

BACKGROUNDS

DO NOT PLACE THE LOGO IN PARAGRAPHS OF COPY

Our success with SUPERCUTis built on lasting relationships!


7G R A P H I C S T A N D A R D S

SUPERCOLOR LOGO

Make sure you are using the correct Supercolor logo. The logo should be separate from the other advertising copy for emphasis and easy viewing. To obtain the current logos, go to the Franchise Resource Center (FRC) or supercuts.com/vendors

SUPERCOLOR NAME

In copy, “Supercolor” should not appear as the logo, and should be typed using sentence case (capital “S”, with remaining letters in lowercase). The first occurrence of “Supercolor” should always be followed by ®.

SUPERCUTS LOGO

Make sure you are using the correct Supercuts logo and that you are following all logo rules as mentioned on previous pages. To obtain the current logos, go to the Franchise Resource Center (FRC) or supercuts.com/vendors.

THE SUPERCUTS NAME

In copy, “Supercuts” should not appear as the logo, and should follow these rules:

1. Be plural, unless referring to the haircut (a Supercut, for example)

2. Be followed by ® (this applies only to the first occurrence of “Supercuts” on a piece)

3. Be used as an adjective (e.g., “a Supercuts® gift card”), never a noun

4. The “c” is never capitalized in “Supercuts”

As a corporate entity, no registered trademark is required (i.e., Supercuts, Inc.).

LOGO RULES

SERVICE NAMES

In advertising, service names including a Supercut® and Hot Towel Refresher® should always be:

1. Singular

2. Supercut, Supercut Jr., Supercut II, Supercut III and Hot Towel Refresher are followed by ®

3. Used as an adjective when followed by “haircut” (e.g., “Save $1 on a Supercuts® haircut”)

SOCIAL MEDIA ICONS

Facebook, Twitter and Instagram logo icons may be used as shown in the Supercuts ad templates. Sufficient space must be kept open around the logos to maintain a clean and uncluttered appearance.

Use only the simplified, one-color versions of the icons (either in gray or white depending on background color).

8

APPROVED ICONOGRAPHY

ONLINE CHECK-IN ICON

The Online Check-In Icon is to promote the ease of checking in ahead of time via the Supercuts mobile app or at supercuts.com.

HOT TOWEL REFRESHER ICON

The Hot Towel Refresher icon is to help promote the complimentary service we provide following every Supercut.

SOCIAL MEDIA ICON

The blue Supercuts logo is found on our national social channels; Facebook, Instagram and Twitter.

SHEARS ICON

The Supercuts Shears are used within our mobile app.


9

BRAND COLORS

PANTONE®

541C:100 M:58 Y:9 K:50

R:0 G:60 B:113

#003C71

PRIMARY BRAND COLOR (TEXT)

SECONDARY BRAND COLOR (TEXT)

PANTONE®

3125C:77 M:9 Y:24 K:0

R:0 G:172 B:191

#00ADC0

PANTONE®

7471C:57 M:0 Y:29 K:0R:126 G:221 B:211

#83D1CC

SUPERCUTS BLUE

TURQUOISE BLUE

Hot Towel Refresher only

TERTIARY BRAND COLORS (TEXT )

MEDIUM COOL GRAY

Legal only

PANTONE®

CG6C:16 M:11 Y:10 K:26R:168 G:168 B:170

#A5A9AC

BACKGROUND COLOR

LIGHT COOL GRAY

PANTONE®

649C:9 M:4 Y:4 K:0

R:229 G:234 B:237

#E4E9EC


These colors should be printed as CMYK reproductions of the Pantone® Matching System.

Converted to screen colors using the RGB breakdowns shown here.

PRIMARY COLOR

Supercuts Blue is the primary brand color.

ACCENT COLORS

Accent colors have been selected to bring an added pop of color. They are to be used in conjunction with the primary brand color.

Pantone® 3125 is to be used on all brand collateral as the primary accent color.

Supercuts Blue as well as white can be used as a background color when the artwork does not include a model.

Light Cool Gray should only ever be used as a background color with model images.

10

BRAND FONTS

STANDARDPRIMARY / HEADLINE FONT

Futura BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@£$%^&*()_+

SECONDARY / BODY COPY / LEGAL COPY FONT

Futura BookABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@£$%^&*()_+

WEBSITE URL

Futura BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@£$%^&*()_+

ALTERNATIVES (Only to be used if no access to Futura)

PRIMARY / HEADLINE FONT

ARIAL BOLDABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@£$%^&*()_+

SECONDARY / BODY COPY FONT

ArialABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@£$%^&*()_+

WEBSITE URL

Arial BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@£$%^&*()_+


11

APPROVED MODELS

Model images can be downloaded from the Franchise Resource Center (FRC) or at supercuts.com/vendors

DO NOT cut models out from the background and place them on a solid color.

DO NOT change the background color behind the model.

DO NOT put the chosen model image into a shape, box, or add any effects or frames of any kind.

If needed, extend the backdrop in retouching. This will maintain the purposeful lighting, depth, and authenticity of the photography.

The minimum resolution standard for print and large format images is 300 dpi.

Expire on December 31, 2020

Nehlani

Angel

Jake


JeyleiKenzieBryce EthanNate

KjayKaitlyn Kenan

©2019 TBWA\Worldwide Confidential and Proprietary

TBWA\Chiat\Day Los Angeles Supercuts

©2019 TBWA\Worldwide

Bryce

5Confidential and Proprietary


20190308_SUPERCUTS_BRYCE-STYLE1-360_0031.jpg



20190308_SUPERCUTS_BRYCE-STYLE1-LOOK1_0123.jpg 20190308_SUPERCUTS_BRYCE-STYLE1-LOOK1_0131.jpg

20190308_SUPERCUTS_BRYCE-STYLE1-LOOK1_0147.jpg




Kenan



20190307_SUPERCUTS_KENAN-STYLE1-360_0016.jpg

20190307_SUPERCUTS_KENAN-STYLE1-360_0042.jpg20190307_SUPERCUTS_KENAN-STYLE1-360_0056.jpg 20190307_SUPERCUTS_KENAN-STYLE1-360_0066.jpg

20190307_SUPERCUTS_KENAN-STYLE1-360_0077.jpg20190307_SUPERCUTS_KENAN-STYLE1-LOOK1_0310.jpg




K Jay



20190307_SUPERCUTS_KJAY-STYLE1-360_0077.jpg

20190307_SUPERCUTS_KJAY-STYLE1-360_0082.jpg

20190307_SUPERCUTS_KJAY-STYLE1-360_0116.jpg20190307_SUPERCUTS_KJAY-STYLE1-360_0118.jpg

20190307_SUPERCUTS_KJAY-STYLE1-360_0145.jpg 20190307_SUPERCUTS_KJAY-STYLE1-360_0148.jpg




Nate



20190305_SUPERCUTS_NATE-STYLE1-360_0039.jpg20190305_SUPERCUTS_NATE-STYLE1-360_0045.jpg 20190305_SUPERCUTS_NATE-STYLE1-360_0080.jpg

20190305_SUPERCUTS_NATE-STYLE1-360_0071.jpg 20190305_SUPERCUTS_NATE-STYLE1-360_0065.jpg 20190305_SUPERCUTS_NATE-STYLE1-LOOK1_0230.jpg




Kenzie



20190308_SUPERCUTS_KENZIE-STYLE1-360_0032.jpg 20190308_SUPERCUTS_KENZIE-STYLE1-LOOK1_0192.jpg 20190308_SUPERCUTS_KENZIE-STYLE1-LOOK1_0170.jpg

20190308_SUPERCUTS_KENZIE-STYLE1-360_0017.jpg 20190308_SUPERCUTS_KENZIE-STYLE1-360_0064.jpg 20190308_SUPERCUTS_KENZIE-STYLE1-LOOK1_0545.jpg




Brianna



20190305_SUPERCUTS_BRIANNA-STYLE1-360_0068.jpg 20190305_SUPERCUTS_BRIANNA-STYLE1-360_0062.jpg 20190305_SUPERCUTS_BRIANNA-STYLE1-360_0026.jpg

20190305_SUPERCUTS_BRIANNA-STYLE1-360_0058.jpg 20190305_SUPERCUTS_BRIANNA-STYLE1-360_0036.jpg 20190305_SUPERCUTS_BRIANNA-STYLE1-LOOK1_0403.jpg




Kaitlyn



20190307_SUPERCUTS_KAITLYN-STYLE1-360_0102.jpg 20190307_SUPERCUTS_KAITLYN-STYLE1-360_0140.jpg 20190307_SUPERCUTS_KAITLYN-STYLE1-360_0070.jpg

20190307_SUPERCUTS_KAITLYN-STYLE1-360_0059.jpg 20190307_SUPERCUTS_KAITLYN-STYLE1-360_0110.jpg 20190307_SUPERCUTS_KAITLYN-STYLE1-360_0032.jpg




Taylor



20190306_SUPERCUTS_TAYLOR-STYLE1-360_0036.jpg

20190306_SUPERCUTS_TAYLOR-STYLE1-360_0071.jpg 20190306_SUPERCUTS_TAYLOR-STYLE1-360_0064.jpg 20190306_SUPERCUTS_TAYLOR-STYLE1-360_0046.jpg

20190306_SUPERCUTS_TAYLOR-STYLE1-360_0037.jpg 20190306_SUPERCUTS_TAYLOR-STYLE1-360_0029.jpg




Katie



20190305_SUPERCUTS_KATIE-STYLE1-360_0009.jpg 20190305_SUPERCUTS_KATIE-STYLE1-360_0068.jpg 20190305_SUPERCUTS_KATIE-STYLE1-360_0054.jpg

20190305_SUPERCUTS_KATIE-STYLE1-360_0041.jpg 20190305_SUPERCUTS_KATIE-STYLE1-360_0090.jpg 20190305_SUPERCUTS_KATIE-STYLE1-360_0083.jpg




John



20190306_SUPERCUTS_JOHN-STYLE1-360_0057.jpg20190306_SUPERCUTS_JOHN-STYLE1-360_0059.jpg

20190306_SUPERCUTS_JOHN-STYLE1-360_0082.jpg 20190306_SUPERCUTS_JOHN-STYLE1-LOOK1-BEFORE_0104.jpg

20190306_SUPERCUTS_JOHN-STYLE1-LOOK1-BEFORE_0115.jpg

20190306_SUPERCUTS_JOHN-STYLE1-LOOK1-BEFORE_0128.jpg

Katie TaylorJohn Colin Adam

ZakkBrianna




Adam



20190306_SUPERCUTS_ADAM-STYLE1-360_0001.jpg

20190306_SUPERCUTS_ADAM-STYLE1-LOOK1_0103.jpg 20190306_SUPERCUTS_ADAM-STYLE1-LOOK1_0136.jpg

20190306_SUPERCUTS_ADAM-STYLE1-LOOK1_0155.jpg 20190306_SUPERCUTS_ADAM-STYLE1-LOOK1_0195.jpg

20190306_SUPERCUTS_ADAM-STYLE1-360_0018.jpg




Brianna



20190305_SUPERCUTS_BRIANNA-STYLE1-360_0068.jpg 20190305_SUPERCUTS_BRIANNA-STYLE1-360_0062.jpg 20190305_SUPERCUTS_BRIANNA-STYLE1-360_0026.jpg

20190305_SUPERCUTS_BRIANNA-STYLE1-360_0058.jpg 20190305_SUPERCUTS_BRIANNA-STYLE1-360_0036.jpg 20190305_SUPERCUTS_BRIANNA-STYLE1-LOOK1_0403.jpg

12

TONE OF VOICE

OUR VOICE AND PERSONALITY

Our brand positioning, We’re Super Into Hair, reflects our friendliness, professionalism, and obsession with hair.

Our brand personality echoes those same values.

We’re playful, direct, and chill.

Use our tone of voice in all communication materials. It helps to set us apart and make us recognizable to the audience.

PLAYFUL

We’re colloquial, approachable, attentive, and positive.

We have a sense of humor.

We talk to our audience in the first person.

We never use jargon.

DIRECT

Our headlines are short and sweet.

Our language is inviting and energetic.

We use periods to make our words definitive. We never use exclamation marks for impact.

CHILL

We’re knowledgeable and practical, so our language is clear-cut and fuss-free.

Our messages are simple and efficient. Avoid cluttering them with unnecessary words.


13

SUPER INTO HEADLINES

THE “WE’RE SUPER INTO” VARIATIONS

Our campaign line is fun and versatile.

To create variations, replace the word “hair” with a description of the hairstyle in the image you chose. The message should always be tied to hair.

Keep the structure simple and straightforward. Avoid unnecessary adjectives and pronouns.

Use “&” (ampersand) instead of “and” to connect two nouns.

Headlines are ideally 4-5 words in length.

For images with more than one model, use the campaign line “We’re super into hair” as the headline.

WE DO SAY:

WE DON’T SAY:

We’re super into cutting your hair in layers. X

We’re super into blending your gray. X

We’re super into short and sleek. X


14

APPROVED SUPER INTO HEADLINES

SUPER INTO HEADLINE RULES

Headline must match the model’s hair features.

Headlines should be written in sentence case.

Always use the short form “we’re” as opposed to “we are”.

Do not add additional punctuation to the headlines.

APPROVED SUPER INTO HEADLINES

We’re super into hair.

We’re super into classic.

We’re super into clean lines.

We’re super into waves.

We’re super into movement.

We’re super into low fades.

We’re super into skin fades.

We’re super into style.

We’re super into blending gray.

We’re super into salt & pepper.

We’re super into blonde.

We’re super into texture.

We’re super into short & sleek.

We’re super into undercuts.

We’re super into pixie cuts.

We’re super into pops of color.

We’re super into long layers.

We’re super into lines.


15

BRAND APPROVED HEADLINES

BACK TO SCHOOL:

Slay on the first day.

Pass the first-day test.

School them all.

DADS & GRADS:

Hats off to dads and grads. (and keep them off!)

VALENTINE’S:

We put our heart into it.

We’ve got a lot of love for your hair.

SPRING:

Spring for a whole new look.

Winter’s over. Spring for a new look.

MOTHER’S DAY:

Here to help her make an impression.

SPORTS:

Love your hair as much as the game.

Your hair will thank you. Your baseball hat, not so much.

Time for a changeup.

Be on the ball, with your hair.

SEASONAL AND SPORTS HEADLINES

SEASONAL AND SPORTS VARIATIONS

These assets SHOULD NOT play into the space of using ‘We’re super into’ but instead are designed to be more emotional and fun.

The structure of copy is simple and straightforward.

SEASONAL AND SPORTS LAYOUT

The layout with these headlines should be left or right aligned in your designs.

Love your hair as much as the game.


16

HEADLINES: PROMOTIONAL

WE DON’T SAY:

We’re super into savings. X

We’re super into BOGO. X

We’re super into coupons. X

We’re super into sales. X

BRAND APPROVED HEADLINES

PROMOTIONAL:

Easy on the eyes. And the wallet.

Hair that looks like a million bucks, for a lot less than a million bucks.

Super value. Super style.

Take a little off the top. (only to be used when accompanied with a coupon or haircut sale messaging)

Your turn to do some cutting. (only to be used when accompanied with a coupon or haircut sale messaging)

CONVENIENCE:

Your hair has places to be. Save time, check in online.

You’ve never been closer to loving your hair.

HIGHLY TRAINED STYLISTS:

Highly trained in the art of hair.

Our stylists are shear geniuses.

Good hair days don’t just happen.

PROMO VARIATIONS

Like the seasonal headlines, promotional headlines SHOULD NOT use the ‘We’re super into’ language. Instead this copy leans more in to our emotional/fun tone of voice.

SEE BACK FOR COUPONS

$3offAny

Haircut

Super value.Super style.

PROMO LAYOUT

The layout with these headlines should be left or right aligned in your designs.


17

CALLS TO ACTION

Calls to action should be clear, direct, and always in first person.

EXAMPLES

Walk-insWe do say:

Stop by today

We don’t say:

Pop into today

BODY COPY

CUT THE COPY, NOT THE CHARACTER

We keep our sentences short and simple so they are quick and easy to read. Cut unnecessary words out of copy but make sure the copy still communicates our character.

BEFORE

Is dandruff getting you down? Then try to avoid putting styling products at or near the roots of your hair, as this can really dry your scalp out. You can read more helpful hair tips here.

AFTER

Dandruff getting you down? Avoid putting styling products near the roots of your hair, as this can dry your scalp out. Read more tips here.

Online check inWe do say:

Save time. Check in online.

We don’t say:

Guests save time when they check in online

AdviceWe do say:

Ask our stylists

We don’t say:

Consult one of our stylists

Why not ask our stylist today?


18

‘WE’RE SUPER INTO’ LAYOUT GUIDE: SINGLE MODEL IMAGE

As often as possible, it is preferred that the ‘We’re super into’ headlines are used along with a model image.

This look combines fresh, relatable photography with a bold headline and a confident use of negative space to highlight the “Super Into” message.

BACKGROUND

The models are never shown on a flat gray background. Rather, they are shown in the real environment in which they were shot: a light gray seamless backdrop. Natural shadows and vignetting give the images dimension and authenticity.

Use the Light Cool Gray brand color for a base reference (Pantone® 649)

TEXT PROPORTION AND SIZE

The headline is purposefully sized to create noticeable differentiation between “We’re super into” and the “hairstyle”. This proportion must be maintained.

“We’re super into” is consistently the same size across all in-store posters and is always stacked on three lines. The “hairstyle” font size varies slightly between layouts, but is roughly 2x the size of “We’re super into”.

TEXT PLACEMENTAlign text and letter forms where possible (in general, text is left aligned). Do not overlap or overcrowd text. Allow enough space for the text and images to sit comfortably within the layout.

When conveying additional information (salon address, etc.), be smart about using typography hierarchies so as not to overpower the headline or imagery.

Typography:Futura Bold sentence case

“We’re super into” color: Pantone® 541

HEADLINE OCCUPIES NEGATIVE SPACE(LEFT, RIGHT, OR CENTER)

A subtle text overlap gives an added feeling of depth. Use this technique sparingly and only when it makes sense within the layout. The text must still be legible. Never overlap models’ hair over text.

DO NOT use blue banner across the bottom (old branding).

Ensure any additional copy has space around it and is legible at bottom of layout.

Additional copy:Pantone® 541

Accent color:Pantone® 3125


19

‘WE’RE SUPER INTO’ SINGLE MODEL IMAGE EXAMPLES

Here are some examples using a single model. Note the intentional use of negative space to keep the layout clean and legible. The headline sits comfortably within the layout and any additional messaging (address, logo, etc.) has space around it.

INCLUDES FOLLOWING MESSAGING

Promote Services:

• Haircuts• Gray Blending• Supercolor• Highlights• Waxing

ASK YOUR STYLIST ABOUT OUR GRAY BLENDING COLOR SERVICE


20

SINGLE MODEL IMAGE EXAMPLES (CONT.)


SINGLE PAGE (3 COUPONS)

21

SINGLE MODEL IMAGE EXAMPLES (CONT.)


COUPONS INFORMATIVE

22

‘WE’RE SUPER INTO’ LAYOUT GUIDE: TWO MODEL IMAGES

GUIDELINES

When creating materials that consist of two model images, the same model should be used in both places.

The images are purposefully sized to create a noticeable differentiation between the “hair detail” and “full body image”. This proportion is integral and must be maintained.

Images should never be overlapped or touching.

Follow the same design rules as the vertical layouts.

Horizontal posters are a great place to create a 2-image collage that mimics the layout of the provided in-store posters (reference above).

HAIR DETAIL ON LEFT OR RIGHT FULL BODY ON LEFT OR RIGHT

“WE’RE SUPER INTO HAIR” HEADLINE IN CENTER


23

‘WE’RE SUPER INTO’ TWO MODEL IMAGE EXAMPLES

GENERIC

+ ADDITIONAL MESSAGING


24

DOUBLE-SIDED (1 COUPON)SINGLE-SIDED (1 COUPON)

‘WE’RE SUPER INTO’ TWO MODEL IMAGE EXAMPLES (CONT.)

COUPONS INFORMATIVE


25

PROMOTIONAL BEST PRACTICES

Use these examples as a guide to help you create bold, attention-grabbing, visually pleasing designs.

Be mindful of text color, proportion, and placement. Keep these best practices in mind:

TEXT COLOR

The base of the copy should be in the primary brand color. This includes body copy. The “punch line”, or significant words to call out should be in the accent color.

Some examples:

Stock up on style.

Smart looks for back to school.

Pro look. Pro products.

Liter Sale. Bigger is better.

$5 off your retail purchase of $20 or more with any service.

TEXT PROPORTION

Avoid using more than two text sizes in a single layout. This will help keep the layout clean and legible.

Make sure there is enough differentiation between point sizes. As a general rule, the proportion of big-to-small text is 2:1.

TEXT PLACEMENT

Align text and letter forms where possible (in general, text is left aligned). Do not overlap or overcrowd text. Allow enough space for the text and images to sit comfortably within the layout.

The Hot Towel Refresher collateral is theonly piece that can use the tertiary colorPantone® 7471 within the messaging,when there is no numerical valuedetailed. This is a strategic decisionto give this collateral a unique look andmake it stand out from the Supercutsevergreen pieces.


Free after every haircut

© 2020 SUPERCUTS INC. PRINTED IN THE USA.

26

INCORRECT TEXT

INCORRECT IMAGERY


INCORRECT DESIGN APPLICATIONS

DO NOT omit the line stagger of the headlineDO NOT place text where it becomes illegible

DO NOT make the “hair” call-out the same size and/or color as “We’re super into”

DO NOT blow up images and lose space for correct copy placement

DO NOT make background white (or any other color) than the cool gray of the backdrop

DO NOT mix models in two model layouts

DO NOT use incorrect colors for text DO NOT overcrowd the layout with text or create uneven negative space

DO NOT alter proportion of images to create 2x close up images or 2x full body images in two model layouts

DO NOT use incorrect text spacing and alignment (too much or not enough space horizontally or vertically)

graphic standards · 4 old old supercuts logo was purple with tight kerning (space between...

Documents