Brand Book
This document will explain the basic
elements of the Anoma Identity System. It
explains how to use the logo and style
elements correctly.
Brand Introduction
Beauty feels restricting. Like we have more need to
conceal than to honour. Like there is a right way and
a wrong way to do things. Like we need to “catch up”
to feel beautiful. Like we need to be updated, be
familiar with trends, be like those we see on our
screens rather than just, be. Beauty feels standard.
We reject standards. We believe that beauty is in
anomalies.
Stand Out. Anoma.
Goals
Create a clean beauty brand
Develop products for underrepresented
communities, especially those with
melanin-rich skin
Incorporate inclusivity and diversity at
every step of the way - from marketing
and communication to organisation
structure and collaboration
Logo Breakdown
The logo for Anoma has been
designed to bring singularity
to the two syllables. It flows in
a way that the logo looks well
balanced, almost like a
palindrome.
The logo for Anoma has been
designed to bring singularity to the
two syllables. It flows in a way that
the logo looks well balanced,
almost like a palindrome.
Logo Rationale
The wordmark is bold and sure of itself, much
like the brand name it represents. It inspires
feelings of confidence, playfulness and authority
- much like the people it is for. The versatile ‘O’ in
the centre leaves the logo free to be changed
as per the needs of each product line while still
retaining its central identity.
Logo Extension
Lip Care - One of the possible Primary Logo - This logo is to be Eye Care - One of the possible
extensions of the logo, this version used on all brand material, extensions of the logo, this version
is perfect for use on our lip range. including but not limited to is perfect for use on our eye
Ideal for packaging and social letterheads, website, packaging, product range. Ideal for packaging
media too. social media posts etc. and social media too.
Exclusion Space
The minimum space to be left between the contents of the logo and
surrounding artwork should be equal to the width of ‘N’ letterform
extending out of the logoform in each direction.
The logo is designed in a seamless manner with uniform thickness to
work on various scales. However, it is recommended not to use the
logo in sizes lesser that 48 px in height.
A cool green that
connotes freshness and
novelty was picked for the
brand. To go with this
soothing colour, we’ve
picked a contrasting blue
that connotes freedom
and depth with lighter
colours to compliment it.
Overall, this palette is
gender-neutral, and
experimental yet not
in-your-face.
Brand Palette
The primary colour palette includes
ownable and extendable colours by the
brand - a set of vibrant colours that aim
to make the product stand out. They are
to be used for the brand’s diverse range #58FF8A
of products, all branded elements and RGB: R88 G255 B138 FOR PRINT:
backgrounds. CMYK: C51 M0 Y71 K0 PANTONE 7479 C
The palette may be extended in the
future if a different colour is required for
a new product variant. Black and White
are to be used freely with the existing
palette. #B0DDFF
RGB: R176 G221 B255 FOR PRINT:
CMYK: C27 M3 Y0 K0 PANTONE 290 C
#005EE3 #FFFFFF #000000
RGB: R0 G94 B227 FOR PRINT: RGB: R255 G255 B255 RGB: R0 G0 B0
CMYK: C84 M65 Y0 K0 PANTONE 285 C CMYK: C0 M0 Y0 K0 CMYK: C75 M68 Y67 K90
Secondary Palette
The colours added in these wheels are to
be used only with the primary colour
#FFC0F2 #FF78DC #BAA9FF
PANTONE 2365 C PANTONE 231 C PANTONE 264 C group and shoud not be paired together.
They may be used in addition to the
brand palette.
The secondary palettes maybe used for
communication, shoot backgrounds,
highlights on packaging or any other
secondary elements.
#FFFF69 #FF6F64 #FF595A
PANTONE 178 C PANTONE 805 C PANTONE 178 C
MISTO
Display Typeface
Misto, designed by Katerina Korolevtseva,
is a unique font designed to be used for
bold headlines and logos. Its extra thin
lines are well matching to huge headline
sizes or the use of letter decoration. It’s a ABCDEFGHIJKLMNOPQRSTUVWXYZ
free reverse-contrast display typeface
abcdefghijklmnopqrstuvwxyz
that is used for Anoma’s logo extensions.
It will also be used for various brand 0123456789.,?!@#%^&*()/-
communication.
Usage: Available Styles:
Logo Regular
Headlines
Special Use
Poppins
Primary Typeface
Poppins is a new geometric sans-serif
typeface. Each letterform is nearly
monolinear, with optical corrections
applied to stroke joints where necessary
to maintain an even typographic color. ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Designed by Indian Type Foundry, this
playful font adds the right nuance to all 0123456789.,?!@#%^&*()/-
brand communication.
Usage: Available Styles:
Headlines Light
Subheadings Regular
Quoted Text Medium
Short Phrases Bold
Body Copy + more
Product Shots
Product shots should be shot across
a minimal, clean and bright background;
one that will help bring out the appeal of
the product. Quirky and fun elements/
setting are acceptable but the art
direction should be kept minimal. The
brand steers away from any maximal
visual language.
Bright surfaces and lighting are
preferable. The brand palette may be
brought in where possible.
Brand Imagery
The photos should portray people in all
their flawed glory - unfiltered and
unapologetically themselves. We must
be inclusive in our selection of models.
The setup however, must be minimal,
clean, bright and fun. The photos should
be visualized to be clean yet quirky,
much like the brand itself.
Strategic Insights
Key User Personas
PERSON 1 PERSON 2 PERSON 3
Kamala is a biochemistry Dua is a college student from Long Fijiana is a rapper who writes about
researcher at Stanford. She stays Island. They spend their free time her interracial upbringing and
with her Indian family and is a role watching Beauty Youtube and experiences. Her friends define her
model to her younger cousins. learning the perfect way to wing as edgy and her favourite star is
While Kamala cares about how she liner. As a college student, they want Madhuri Dixit. She is always on the
presents herself, she prioritises to experiment with beauty but are lookout to support women lead
work over everything else. looking for safe options to explore. businesses.
Tone of voice
How Anoma will (and won’t) speak to
the previously-defined user groups. The
brand voice solves for user needs
and consumer appeal.
Emotional Lanscape
Authentic Inclusive Inspiring Grounded
Brand Voice
How we Speak
These are strengths that set us apart from how Emotional
other brands in the beauty and cosmetic industry
talk. Each piece of communication should leverage The fact that our products are scientifically proven
one or more of these strengths. If used correctly, our is a given. However, what drives us is our emotion --
communication will present a cohesive front. One our frustration at the way things currently work and
with depth, character and longevity. our commitment to making things better.
Optimistic Honestly
Having a divided past is no excuse in our book, to We talk about our wins and our challenges with as
not hope for a better future. We dream (and speak) much honesty as we put into every ingredient that
of a world where beauty is fluid. goes into our products.
What we DO sound like What we DON’T sound like
While our strengths help guide content choices, our Our goals as a brand are very clear and we ensure that
content will be delivered in a true voice. we do not inadvertently miss the mark through our tone.
Woke No Comparison
We are conscious of our words and are inclusive to all We’re here to support, not discourage. We don’t use fear or
gender identities, sexual orientations and races. play on people’s insecurities to sell them our products.
Enthusiastic Severe
We love what we do and this pride and optimism shines We take our values seriously, but not ourselves. Before
through when we’re talking about the fruits of our labour. anything else, beauty has to be fun!
Accessible Patronising
While our expertise is our friend, our words do not While we are building a beauty brand with a mission, our
alienate people. We talk clearly, concisely and in simple tone is not one of pity or charity. We are empowering
language. without being patronising.
General Hygiene
Words to Use Words to avoid
Embrace Solution
We encourage people to remain true to their When it comes to beauty, very few things are
identities and lean in. real “problems”
Real Trendy
It is only too easy to get caught up in trying to keep up with We’re paving the way for something that stands the test
arbitrary beauty standards. We try to check ourselves. of time.
Transparency “For her”
We take ownership and keep our customers in the know. Or gender descriptors of any kind. Everyone is welcome.
Key Messaging
Communication Goals: Communication, through key messaging, and written content, should achieve the following –
Goal How to achieve it
Give the audience a clear image of what What is the product? How is the product
Anoma is, why it exists and how it lives effective? What makes it unique in its offering?
up to its promise How can they benefit from it?
To create a clean and inclusive beauty Anoma welcomes everyone. Show, don’t just tell.
brand
Ensure a clear path to the next steps in This is a great product. What should I do next?
the Anoma experience
Key Messaging Examples
Landing Key Message 1:
Beauty without Bias
Landing Key Message 2: The Why
There are many ways to be beautiful
Landing Key Message 3: The What
Anoma. Clean, inclusive beauty for all.
Beauty
without Bias
Anoma Brand Statement -
Header
#1 #2
Only beauty, no bias Better beauty. Better beholders.
There isn’t more beauty or less. The Earth goes round for all We’re your friends, you who have a wealth of melanin. And
of us. We grow, we age, we tan and we change, all of us. yours too, when you don’t see any greys in ads.
We’re children of the sun, all of us. And here at Anoma, we Experimenting with your pronouns? We got your back. We’re
belong, all of us. Bringing you a range of products, designed on your side - you who come from a different country,
to help you embrace, rather than conceal. different time, different values. Bringing you a collection
that rethinks not the way you feel you should look, but the
Anoma. Clean, inclusive beauty for all. way you should feel.
Anoma. Clean, inclusive beauty for all.
#3
Inspired by Real life
Look around you. Real life isn’t straight lines and a
monotone aesthetic. It is chaos and colour - loud,
unapologetic. There is power in feeling different. In finding
beauty outside of norms and conformation. Beauty is not
the way you look, it’s in the way you feel.
Go be free.
Anoma. Clean, inclusive beauty for all.
Inspired by
Real life
FIN.
Written by Meenal Velani.
Compiled and designed by Sakshi Jalan.
©
