BITE INTO BITE CORPORATE STYLE GUIDE
CONTENTS ABOUT US...1 OUR HISTORY...1 OUR MISSION...2 OUR FANS...3 CHANNELS...4 VISUAL IDENTITY...5 BRAND LOGO...5 COLOUR PALETTE...6 TYPEFACE...7 TONE AND VOICE...8 FINAL RULES...9
ABOUT US Our History Handcrafted in downtown Toronto, Bite Beauty (affectionately dubbed Bite) was born with a singular idea: create a lipstick that is remarkably different. Susanne Langmuir, the founder and driving force behind Bite, created her brand with the guiding philosophy you eat what you put on your lips, so your lipstick should be good for you. In 2009, after 16 years designing and formulating beauty products, Susanne began to develop sensitivity to non-natural ingredients and fragrance chemicals. When her search for natural, high-performance lipstick left her disappointed, she headed into her own lab to formulate something better. In 2011, Bite debuted a luxurious collection of creamy, moisture-rich lip products made with food-grade, antioxidant ingredients that were good enough to eat. To this day, Bite products are handcrafted one at a time in downtown Toronto, Canada. Their uncompromising quality is achieved by milling in small batches, and by taking the time to heat at low temperatures to retain the natural benefits of organic ingredients. Bite Founder Susanne Langmuir 1
ABOUT US Our Mission We believe that what goes on your lips should do more than just colour them. It should be good for you, too! Bite lip products are handcrafted one at a time to provide nourishing, restorative benefits. Our lipsticks contain natural and organic ingredients: moisturizers and protective antioxidants like resveratrol, organic fruit butters and Manuka honey. The end result? Edgy, edible innovation for lips. 2
ABOUT US Our Fans Bite products are designed for the health-loving, trend-seeking, on-the-go makeup enthusiast. Whether she s 14 or 45, Bite recognizes that our #1 fan has an interest in luminous lipstick with long-term benefits. She may love the new trend of flat-matte lipsticks, but hate how they amplify every ridge on her lips. Our fan is always on the hunt for a high-performing product that s also designed with skin-friendliness in mind. Lucky for her, that happens to be our specialty. 3
CHANNELS Print, Web and Social Media This style guide will teach you how to communicate with our #1 fan through web and print channels (including the Bite Beauty online blog, promotional print and snail-mailed newsletters) while retaining the authenticity of the Bite Beauty brand. 4
VISUAL IDENTITY Brand Logo Our logo features the company name in a bold-face Helvetica font with stylized cropping. This primarily-used logo involves the company name in vivid red against a true white background. When designing web documents, it is customary to feature the Bite logo in vivid red with a transparent background. This is also especially important when designing documents that may be printed on recycled, yellow-toned paper: a stark white background can look visually jarring in renderings against unbleached and offwhite paper. In rare occasions, it may be necessary to change the background colour of the logo from true white to match the background of the web or print document. In these cases, it may also be appropriate to change the colour of the Bite logo text to contrast with the background. Vivid red backgrounds are not recommended except for use in heroes, headers and landing pages. Continue reading about the company colour palette below. 5
VISUAL IDENTITY Colour Palette Bite s corporate communications echo the sleek and practical design of its beauty products. A clean colour palette keeps outbound communication accessible, appealing and streamlined what more could a girl need? White Primarily used for backgrounds in web publications #FFFFFF C:0, M:0, Y:0, K:0 Paint Black Primarily used for supporting text and body copy in both web and print publications #000000 C:0; M:0, Y:0, K:100 Vivid Red Primarily used for headers, headings and emphasis in both web and print publications #E41936 C:0; M:89; Y:76, K:11 6
COMMUNICATION Typeface Bite uses the font family Helvetica Neue. Bite s primary typeface is Helvetica, and the alternate typeface is Arial. Helvetica should be used primarily for headlines, while Arial should be used for supporting text and body copy. HEADING Subheading Body copy. Captions. Helvetica Arial 7
COMMUNICATION Tone and Voice Bite s communication, like the company colour, is warm, vivid and personal. We re always excited to keep in touch and make new announcements, whether it s through snail mail or social media. Our copy is fun, easy and positive. We encourage using contractions, keeping it casual and staying active (in life and in voice). Use common words and expressions found in everyday life, but don t get vulgar we re an all-ages company! 8
COMMUNICATION Final Rules 1. Use only the sans-serif Helvetica Neue font family typefaces (Helvetica and Arial). 2. Set body copy in sentence case, where the first letter of a sentence is capitalized and the remaining letters are in lowercase. 3. Use correct punctuation in body copy. 4. Align text left for all copy, including headlines. Centered copy is not recommended. 5. Use only the approved Bite colour palette for copy. 6. Keep it fun and personal! 9