HITO LABO

Corporate Identity:
Logo Design And Brand
Identity System

CONTENTS
Section A: Brand Overview
1. Hada Labo
2. Hito Labo
Section B: Identity Elements
1. Overview
2. Preferred logo (vertical)
3. Secondary logo (horizontal)
4. Typography
5. Color palette
6. Graphic elements
Section C: Applications
1. Business cards
2. Stationery
3. Uniform
4. Promotions
5. Advertising

SECTION A:
BRAND OVERVIEW
1. Hada Labo
2. Hito Labo

Hada Labo

Who we are
Hada Labo (lit. Skin Lab) is a brand of skincare products that utilizes Super Hyaluronic Acid to increase
the skins moisture retention.
It is the result of more than 100 years of joint
research and development effort between The
Mentholatum Co. and Rohto Pharmaceuticals Co.

Hito Labo Factory Outlet

What we do
Hito Labo is Hada Labos factory outlet. Hito Labo
sells Hada Labo products that are near expiry date
at a cheaper rate. Customers are required to buy the
products in bulk.
Our name
Hito Labo literally means People Lab in Japanese.
The name helps the brand to appear more approachable and people-oriented.
Our logo
The protective layer on the outside protects the
smaller cyan droplet on the instead. This represents
the products moisture retention abilities. Hito Labo
products will protect the customers skin from suffering dryness. It will help customers regain the perfect and natural skin they had as newborns.

SECTION B:
IDENTITY ELEMENTS
1. Overview
2. Preferred logo: Vertical format
3. Secondary logo: Horizontal format
4. Typography
5. Color palette
6. Graphic elements

OVERVIEW

Logo: configurations

There are two approved variations of the logo.

Preferred logo: vertical format

Preferred logo: vertical format

This is the preferred logo and should be used
whenever possible.
Secondary logo: horizontal format
The secondary logo may be used for select
applications (when left or right align is required).

Secondary logo: horizontal format

PREFERRED LOGO:
VERTICAL FORMAT

Logo: clear space

A minimum amount of clear space must surround the logo at all times. Minimum clear
space (marked x) equals the the text height.
Whenever possible, allow more than the minimum amount of clear space.

x
1.5x

Logo: minimum size

To ensure that our logo and tagline are always

legible, we have developed recommendations,
for the smallest size at which these elements
can be safely reproduced for print and onscreen applications.

On print

On web

2.7cm

8.2pt

1.6cm
4.10pt

Logo: placement

The preferred logo (vertical) should always be

centred horizontally. When left or right alignment is required, the secondary logo (horizontal) should be used instead.

Example logo placement

Logo: color variations

On white
These are the only approved color variations
for use in our visual system. To preserve the integrity of our logo and to reinforce our brand,
do not alter the colors in any way.
The selected color variation should maximize
visibility by providing good contrast and readability. The reversed out variations can be used
on dark backgrounds to provide better contrast for the logo.

Reversed out

Logo: incorrect use

1.

DO NOT stretch, skew or distort

1.

2.

3.

4.

5.

6.

7.

8.

9.

2. DO NOT alter the lockup

3. DO NOT alter the proportions of the symbol and logotype or adjust the positioning
of the logo elements
4. DO NOT use the logotype alone
5. DO NOT alter the colors
6. DO NOT add drop shadows or other special effects.
7. DO NOT add clipart or any other symbol/
icon to the master brand logo
8. DO NOT outline the logo
9. DO NOT place above imagery except secondary graphics

SECONDARY LOGO:
HORIZONTAL FORMAT

Logo: clear space

Clear space

Secondary logo lockup: clear space

A minimum amount of clear space must

surround the logo at all times. Minimum
clear space (marked x) equals the text
height. Whenever possible, allow more
than the minimum amount of clear space.

x
x
x
x

Logo: minimum size

To ensure that our logo and tagline are always

legible, we have developed recommendations,
for the smallest size at which these elements
can be safely reproduced for print and onscreen applications.

On print

On web

1.2cm

3.8pt

2.4cm
7.2pt

Logo: placement

The secondary logo (horizontal) should always

be aligned left or right. When central alignment is required, the preferred logo (vertical)
should be used instead.

Example logo placement

Logo: color variations

These are the only approved color variations

for use in our visual system. To preserve the integrity of our logo and to reinforce our brand,
do not alter the colors in any way.
The selected color variation should maximize
visibility by providing good contrast and readability. The reversed out variations can be used
on dark backgrounds to provide better contrast for the logo.

On white

Reversed out

Logo: incorrect usage

1.

DO NOT stretch, skew or distort

1.

2.

3.

4.

5.

6.

7.

8.

9.

2. DO NOT alter the lockup

3. DO NOT alter the proportions of the symbol and logotype or adjust the positioning
of the logo elements
4. DO NOT use the logotype alone
5. DO NOT alter the colors
6. DO NOT add drop shadows or other special effects.
7. DO NOT add clipart or any other symbol/
icon to the master brand logo
8. DO NOT outline the logo
9. DO NOT place above imagery except secondary graphics

TYPOGRAPHY

Typography: Overview

Gotham Rounded was chosen

due to its friendly, approachable
and clean look.

Header weights

Book
Medium

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Subhead weights

Light
Book

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ABCDEFGHI1234567890

Body weights

Light
Book

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COLOR PALETTE

Color palette: Overview

Hito Labos blue is the is the most iconic

and memorable color across our materials. Its the color that best represents our
brand and our products main benefit: its
moisturizing abilities.
The white, on the other hand, signifies its
scientific origins and how its products are
color, fragrance and additives free.

PANTONE 109-8 U
CYMK 81/42/0/0
RGB 36/129/196
HTML #2481c4

PANTONE 115-8 U
CYMK 69/14/0/0
RGB 0 /174/239
HTML #2babe2

CYMK 0/0/0/0
RGB 255/255/255
HTML #FFF

Color: Ineffective use

Here are some examples of what NOT to do:

1.

2.

3.

DO NOT use gradients

2. DO NOT alter the tint, hue or saturation of

the corporate colors
3.

1.

DO NOT make all text in cyan

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laoreet. Nam a imperdiet turpis, id feugiat erat.
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dignissim. Nullam vitae
dictum turpis.

GRAPHIC ELEMENTS

Graphic element: Rounded box

The curve of the box is derived from the

curve of the water droplet in the logo.
The curve has a friendly and open connotation and should be used throughout all
applications, whenever possible.

Origins of curve

Graphic element: Water

The texture gives off a gentle and soothing

effect, much like how the Hito Labo products interact with your skin. The texture,
looking like flowing water, also hints at the
products moisturising properties.

SECTION C:
APPLICATIONS
1. Business cards
2. Stationery
3. Uniform
4. Promotions
5. Advertising

Business cards

All employees can choose to use either

variant 1 or 2 of the business cards.

Variant 1

Variant 2

Business cards

Variant 1

Denise Tan

Denise Tan
Pei Feng

Senior Manager

Senior Manager

rsatou@hitolabo.com
Tel: +65 6471 0888
www.hitolabo.com.sg

Hito Labo Pte Ltd

108 Pasir Panjang Road
#04-09 Singapore 118535

rsatou@hitolabo.com
Tel: +65 6471 0888
www.hitolabo.com.sg

Hito Labo Pte Ltd

108 Pasir Panjang Road
#04-09 Singapore 118535

Variant 2

Denise Tan

Denise Tan
Pei Feng

Senior Manager

Senior Manager

rsatou@hitolabo.com
Tel: +65 6471 0888
www.hitolabo.com.sg

Hito Labo Pte Ltd

108 Pasir Panjang Road
#04-09 Singapore 118535

rsatou@hitolabo.com
Tel: +65 6471 0888
www.hitolabo.com.sg

Hito Labo Pte Ltd

108 Pasir Panjang Road
#04-09 Singapore 118535

Hito Labo Pte Ltd

108 Pasir Panjang Road
#04-09 Singapore 118535
www.hitolabo.com.sg

Stationery: Envelope

Stationery: Letterhead

Miss Lee Ya Cee

58 Pasir Ris Road
#05-10
Singapore 127535
6 June 2014
Dear Miss Lee
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nec nisl a mollis. Vestibulum sapien orci, varius a ullamcorper vel, fringilla
eget sem. Curabitur lectus nunc, auctor sit amet scelerisque et, hendrerit vel
massa. Aliquam eu felis sodales, bibendum ipsum vitae, fringilla augue. Ut felis
velit, semper non consectetur a, porta eu lacus. Fusce convallis libero ut dolor
porttitor vehicula. Quisque consectetur elit nec sem tristique, vitae posuere
justo pharetra.
Suspendisse id metus ipsum. Etiam porta laoreet lacus eu rhoncus. Sed adipiscing mi eu ligula laoreet, a tincidunt nibh mollis. Maecenas commodo nulla
eget lectus malesuada pellentesque. Morbi consequat felis quis magna porta,
at sagittis velit dictum. Aenean lacinia elementum est nec viverra. Quisque
scelerisque ac mi condimentum consequat. Aliquam interdum at ligula quis
ullamcorper. Nulla lectus libero, semper vel bibendum non, sodales quis mi.
Aenean varius convallis eros vel sagittis.
Warmest regards

Satou Rin
Manager of Hito Labo Factory Outlet

info@hitolabo.com.sg
http://www.hitolabo.com.sg
Tel: +65 6471 0888

Hito Labo Pte Ltd 108 Pasir Panjang Road #04-09 Singapore
118535

info@hitolabo.com.sg
http://www.hitolabo.com.sg
Tel: +65 6471 0888

Hito Labo Pte Ltd 108 Pasir Panjang

Road #04-09 Singapore 118535

Uniform Attire

Promotions: Shopping Bag

Promotions: Cap, Pouch

Advertising: Catalogue/Brochure

Contact information

Contact the Hito Labo Design Team at hito-labo_brand@gmail.com if you have any
enquiries. Thank you!