Brand Guidelines

BRAND EXPERIENCE

Our brand experience encompasses every interaction a customer has with our company, products, services and people. The strength of our brand relies on maintaining consistent, clear written and visual elements in all our communications. In these Brand Guidelines, you will find tools and info to assist you in maintaining visual integrity and meaningful brand experiences.

Brand Belief

The relationship between plants and people is one of personal discovery and must always be mutually beneficial

BRAND PLATFORM

BRAND PILLARS

  • Passionate, Authentic, Adventuresome
  • Nature
  • Discovery
  • Human Needs

BRAND BELIEF

  • Passionate (conscious, involved)
  • Innovative (optimistic, forward looking )
  • Responsive (caring, personal)
  • Empowering (teachers, heroic)
  • Trusted (credible, reliable)

COMMUNICATION

  • Passionate
  • Authentic
  • Adventurous
  • Mindful
  • Friendly
  • Energetic
  • Fun

Brand Why

Make the healing power of nature accessible to everyone.

Brand Promise

Discover the true spirit and new science of herbs.

MODERNIZING OUR LEGACY

Our icon is a nod to our past and was designed to represent the sun, fields and botanicals that have been a part of our logo since the beginning. The icon was designed to work with and without the wordmark. It can also be used as a watermark, shown solid or outlined or incorporated into the background as a pattern.

NATURE
+
SUNSHINE
=
NATURE’S SUNSHINE

WORDMARK

Our wordmark is a bold, clean, readable type treatment that is versatile and scalable. It features a unique underlined ‘S’ instead of an apostrophe, custom curves on the A and H and slightly rounded edges. It was intentionally designed to work with and without the icon.

Please note the requested ‘safe’ area

ACCEPTABLE LOGO USAGE

There are 3 options with the new Nature’s Sunshine logo. The preferred logo lockup is shown below. The scale of the icon in contrast to the wordmark should always be as shown never larger or smaller. Secondary and tertiary options follow.

Secondary Logo
Limited Use Logo

UNACCEPTABLE LOGO USAGE

To maintain logo integrity please do not resize or reorganize the icon or wordmark when they are combined into a lockup. Adhere to only the three lockups as shown above, maintain the strict sizing and composition. Do not condense, stretch etc. The icon should always be one color and not multiple colors.

ICON USAGE

Our icon can also be used as watermark. It can be shown in it’s entirety or bleeding off the edge. If it bleeds off the edge the top and bottom should always be visible. The bleed should not exceed the corner of the ‘sun’ on each side. See below.

COLORS

Warm colors palletes pulled from nature will infuse the Nature’s Sunshine communications.

ICON PATTERN

The repeated icon pattern can be used sparingly as a texture element to reinforce and support branding. The texture should always be contrained to a box. See example below.

FONTS & USAGE

When creating titles using the Bobby font, please avoid using the bold version. Bobby Regular is preferred. Also, don’t use Bobby in all caps. Titles should be in title casing.

PHOTOGRAPHY – BOTANICAL TEXTURE

Utilize rich textures displaying blatant patterns and compositions of nature. This can include macro photography, dense nature scenes, vibrant colors that harmonize with our designated palette. Avoid the heavy presence of modern, man-made, or scientific elements in the photo where possible.

Nature as Community.
Not Commodity.

PHOTOGRAPHY – LIFESTYLE

Lifestyle photography will continue to be an element in Nature’s Sunshine branding. The people shown should reflect our voice. They should appear to be passionate, authentic, adventurous, mindful, friendly, energetic, and fun people, shown in environments that amplify that voice. Choose photos that show natural light, vibrant colors, and timeless fashions.

PHOTOGRAPHY – SHOT LIST

30% Macro Botanical
50% Lifestyle (20% Hero, 20% Community, 10% Product)
10% Product Form (powder, caps, etc)
10% Science Macro

ICONOGRAPHY

Icons and their usage principles were designed to communicate quickly and effectively across all touchpoints (from product to environment to marketing).

BOTANICAL ILLUSTRATION

When photography doesn’t fit the application, these playful botanical illustrations can add variety to your print and digital media.

PRODUCT BRANDING

Our label/packaging palette pulls from our color palette and helps to categorize the type of product and potency.

BRAND APPLICATION EXAMPLES

The following are examples of the visual brand being applied to various types of media.