Design Manual / Branding Guidelines developed for Salon Richy El Rassy in Beirut, Lebanon. The manual includes information about the brandmark, colors, clear-space and minimum size, logo placement and logo misuse.

1. Design Manual

2. Our brandmark is one of the most valuable assets of
our organization. Consistent application is vital and
should never be compromised.
We use several versions of our logo, depending on
the required application.
BRANDMARK
COLORS
COLOR BREAKDOWN
CLEAR-SPACE & MINIMUM SIZE
BRANDMARK PLACEMENT
BRANDMARK MISUSE
1 | BRAND IDENTITY
1.1
1.2
1.3
1.4
1.5
1.6

3. The brandmark is applied on all RICHY EL RASSY
business, consumer, corporate advertising, marketing
communications, customer communications, and
employee communications material.
1.1 | BRANDMARK

4. 1.2 | BRANDMARK COLORS
Brandmarks are available in Pantone©, process
colors, two colors in positive and negative formats as
shown here.
The primary colors for the RICHY EL RASSY brand:
PANTONE Solid Coated Warm Gray 4 C
PANTONE Solid Coated Neutral Black C
Inverse Logo - Greige Background

5. HEX #B9B1AC
HEX #1E1E1E
CMYK
Cyan 29 | Magenta 26 | Yellow 28 | Black 6
CMYK
Cyan 66 | Magenta 56 | Yellow 53 | Black 58
RGB
Red 185 | Green 177 | Blue 172
RGB
Red 30 | Green 30 | Blue 30
PANTONE
PANTONE
1.3 | COLOR BREAKDOWN
This breakdown shows RICHY EL RASSY brand
color specifications for various printing and digital
applications.
Always follow the correct color specifications shown
opposite when specifying the colors for RICHY EL
RASSY brandmark.
Solid Coated
Warm Gray 4 C
Solid Coated
Neutral Black C

6. Figure 4
Figure 3
1.4 | CLEAR SPACE & MINIMUM SIZE
Always maintain a minimum clear space around
the brandmark to preserve its integrity. To maintain
visual clarity and to provide maximum impact, the
logo must never appear to be linked to or crowded by
copy, photographs or graphic elements.
The minimum clear space must never differ
proportionally from the diagram demonstrated in
Figure 3.
The minimum clear space must be equal 1.5 x the
height of the H in “Hair” and the proportional height
of “Hair Beauty” must never be smaller than 40% of
the height of “RICHY EL RASSY”.
Note that the height of the brandmark is the
dimension for measuring the clear space around the
logo.
To protect the integrity, legibility and impact of the
brandmark, it must never be reproduced in offset
print sizes smaller than those shown in Figure 4.
1.5x the height
of the “H”
1.5x the height
of the “H”
1.5x the height
of the “H”
1.5xtheheight
ofthe“H”
1.5xtheheight
ofthe“H”
4cm
0.36cm

7. Correct black and white version
Always make sure
the logo is legible
Do not put the logo in places
that render it illegible
Correct white on black version (inverse)
Correct white on light color version
Correct main version
1.5 | BRANDMARK PLACEMENT
The ideal placement for the RICHY EL RASSY logo
is on a White, RICHY EL RASSY Pantone color or
Charcoal Black background.
However, when this is not possible always follow the
rules shown on this page.
Placement on solid colored backgrounds:
To place the brandmark onto light backgrounds,
always ensure that it is positioned to be highly visible
at all times and that the colors chosen do not clash
with those of the brandmark. In most circumstances
the reversed full-color format should be preferred.
Placement on images:
When placing the RICHY EL RASSY brandmark onto
images always ensure that it is positioned to be
highly visible at all times and that the colors do not
clash with those of the brandmark.
Inverse Logo - No Background
Inverse Logo - Greige Background
Inverse Logo - Greige Background
Inverse Logo - No Background
Do not change dot sizes
Do not change logo colors
Do not change logo color alternation
Do not change black and white version
Do not change the white on black version

8. 1
2
3
4
1.6 | BRANDMARK MISUSE
Misusing the logo can easily occur. The logo should
maintain it’s original shape proportions and layout, on
the opposite side are some examples on misusing the
logo.
Laying out the logo vertically
Altering logo colors
Stretching the logo
Placing the logo on dark and light backgrounds
besides designated RICHY EL RASSY colors

9. OFFSET PRINT TYPEFACES
DIGITAL MEDIA FONTS
2.1
2.2
2 | TYPEFACES
Typography is an essential element of the RICHY EL
RASSY identity system to help create brand recognition.
Two typefaces must be used throughout all RICHY EL
RASSY communications.

10. The Fonts Selected to be used as official RICHY EL
RASSY fonts were chosen to match the logo.
They are both available for both PC and Mac systems.
DIN Light
DIN Regular
DIN Medium
DIN Bold
DIN Black
Playfair Display Regular
Playfair Display Bold
Playfair Display Black
DIN
Playfair Display
This font is used for sub-headlines & body copy.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghhijklmnopqrstuvwxyz
1234567890 @#$%^&*()_+-
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghhijklmnopqrstuvwxyz
1234567890 @#$%^&*()_+-
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghhijklmnopqrstuvwxyz
1234567890 @#$%^&*()_+-
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghhijklmnopqrstuvwxyz
1234567890 @#$%^&*()_+-
This font is used for headlines.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghhijklmnopqrstuvwxyz
1234567890
@#$%^&*( )_+-
2.1 | OFFSET PRINT TYPEFACES

11. When generating headline copy into the web, social
media or web platforms, it must be set Merriweather
Sans Bold, with all body text content set in light
or regular.
For Microsoft Office® generated documents (i.e.
Word, Excel and PowerPoint), Playfair Display Bold
is to be used for headlines and Merriweather Sans
Regular for body copy.
Merriweather Sans Light
Merriweather Sans Light Italic
Merriweather Sans Regular
Merriweather Sans Bold
Merriweather Sans Bold Italic
Merriweather Sans
This font is used for sub-headlines & body text.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghhijklmnopqrstuvwxyz
1234567890
@#$%^&*()_+-
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghhijklmnopqrstuvwxyz
1234567890
@#$%^&*()_+-
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghhijklmnopqrstuvwxyz
1234567890
@#$%^&*()_+-
2.2 | DIGITAL TYPEFACES

12. Even though, a generous area of white space should be
ensured in most of the application to achieve its clean
and simple look.
This color palette offers a range of colors that allows for
many ways to create successful brand communication
pieces.
PRIMARY COLORS
SECONDARY COLORS
3.1
3.2
3 | COLOR PALETTE

13. The usage of color plays a significant role in the
visual language of RICHY EL RASSY.
Color can be used as solid bacgrounds, highlights of
text and identifying points on graphs and maps.
CMYK COLOR MODE
The CMYK color model (process color, four color) is a
subtractive color model and used in color printing for
brochures, packaging, newspaper advertising etc..
RGB COLOR MODE
The main purpose of the RGB color model is for the
sensing, representation, and display of images in
electronic systems, such as televisions, computers,
smart phones and tablets.
3.1 | PRIMARY COLORS
HEX #B9B1AC
HEX #1E1E1E
CMYK
Cyan 29 | Magenta 26 | Yellow 28 | Black 6
CMYK
Cyan 66 | Magenta 56 | Yellow 53 | Black 58
RGB
Red 185 | Green 177 | Blue 172
RGB
Red 30 | Green 30 | Blue 30
PANTONE
PANTONE
Solid Coated
Warm Gray 4 C
Solid Coated
Neutral Black C

14. These colors should never to be used as the
dominant color in any deliverable.
The secondary colors should be used sparingly and
must not overpower RICHY EL RASSY primary colors.
3.2 | SECONDARY COLORS
HEX #F7E7CE
HEX #C1D6D0
HEX #CD7E2E
HEX #7F7F7F
CMYK
Cyan 4 | Magenta 10 | Yellow 22 | Black 0
CMYK
Cyan 10 | Magenta 0 | Yellow 3 | Black 16
CMYK
Cyan 17 | Magenta 55 | Yellow 89 | Black 5
CMYK
Cyan 0 | Magenta 0 | Yellow 0 | Black 50
RGB
Red 247 | Green 231 | Blue 206
RGB
Red 193 | Green 214 | Blue 208
RGB
Red 205 | Green 126 | Blue 46
RGB
Red 127 | Green 127 | Blue 127
PANTONE
PANTONE
PANTONE
PANTONE
Solid Coated
7506 C
Solid Coated
7542 C
Solid Coated
7571 C
Solid Coated
Cool Gray 9 C

15. Design Manual
Inverse Logo - No Background