ZO SKIN HEALTH

2021 VISUAL BRANDING GUIDELINES

 INTRODUCTION

At ZO® Skin Health, we strive to be the No.1 physician-dispensed, luxury medical

skincare company in the world. To achieve our brand’s mission, the ZO® Skin Health

image must align with our corporate goals + values.

These Brand Guidelines convey mandatory standards for integrating ZO® Skin Health

branding into all communications from the brand including, but not limited to,

marketing and education materials, to improve and unify overall messaging for our

audiences. These standards demonstrate the correct usage of the core visual

elements that define our brand’s identity and are designed to help the

ZO® Skin Health brand maintain a consistent “voice.”

These Brand Guidelines may be updated or expanded upon in order to adapt to an

evolving environment and to continue to align with the company’s strategy.

BRAND GUIDELINES 2021

0 3
 TA G L I N E

Our tagline captures the essence of our brand while perpetuating

our mission and vision.

E S S E NT I A L C H A R A CT E R I ST I C S

ELEVATE YOUR SKINCARE

WITH THE POWER OF SCIENCE
TM
Highlights our technologically advanced formulations
Captures the brand essence and positioning
Unique
Easy to say and remember
Positive connotations
Evokes an emotional response
Perpetuates the brand’s goals

BRAND GUIDELINES 2021 5

 L OG OT Y P E

Z O® S I G N AT U R E
The ZO logotype family consists of three elements—ZO Signature Symbol,
® ®

SY M B O L
the ZO Skin Health, and the ZO Skin Health, Inc.
®

The brands are closely related, yet very distinct in usage and purpose. Understand-
ing the differences between the brands is key to achieving consistency across our
communications and marketing efforts.

The ZO Signature Symbol is a legal brand identity. The symbol can only be used in
®

isolation and cannot be combined with the ZO Skin Health product brand logo.
®

The ZO Skin Health is a master logo. This logo is reserved for all elements of the
®

ZO brand.
®

The ZO Skin Health, Inc. corporate logo is a legal brand identity. This logo reserved
exclusively for corporate communications, and should not be used on any other
type of communication.
MAST E R
The registration mark and the Inc should never be used together - the registration LOGO
mark is part of the master logo and the Inc is the corporate logo.

Icon should never be used with typed logo.

C O R P O R AT E
LOGO

BRAND GUIDELINES 2021 7

 Z O® S I G N AT U R E SY M B O L

Our ZO Signature Symbol captures the essence of the ZO brand, imparting

® ®

a better understanding and appreciation of who we are and the image we want
to convey.

The ZO brand did not want to start from scratch; therefore, it sought a symbol
®

that acknowledges the company’s founder Dr. Zein Obagi, his passion, and the
new thinking of skin health science.

The uppercase Z tracing a path from the foreground and stretching into the distance,
draws the viewers’ eyes across the logo and evokes the image of a road leading
toward opportunity. The road metaphor also suggests the journey of exploring the
unlimited opportunities of science.

The sweeping Z connotes a sense of motion, making the logo more dynamic
and suggesting progress, innovation and a promising future.

The ZO Signature Symbol SHOULD NEVER BE USED with any other brand or
®

company’s logo, as a pattern or in any other way than specified in this guide.

BRAND GUIDELINES 2021

0 9
 Z O® S I G N AT U R E SY M B O L Z O® S I G N AT U R E SY M B O L
C L E A R S PAC E MINIMUM SIZE

A clear area around the logotype Used in isolation or cropped as a graphic

ensures that it always has maximum element, the ZO Signature Symbol
®

visibility. No other visual elements should never be used smaller than its
should appear within the logotype’s minimum height of 0.625 inches.
clear space area, indicated by a dotted
line around the logotype. As illustrat-
ed, the clear space is calculated with
the 20% of the X-height of the ZO ®

Signature Symbol.

x x 20%

0.625

x x ISOLATED

BRAND GUIDELINES 2021

0 11
 Z O® M A S T E R L O G O

The ZO Skin Health Logo should be used properly in any and all materials referencing
®

the ZO Skin Health brand and/or product lines.

®

PRODUCT CATEGORIES
STEP 1: GETTING SKIN READY®
STEP 2: PREVENT + CORRECT
BRIGHTENING
ANTI-AGING
REDNESS
ACNE
STEP 3: PROTECT
SUPPLEMENTARY:
EYE
HYDRATION + CALMING
BODY

BRAND GUIDELINES 2021

0 13
 Z O® M A S T E R L O G O C L E A R S PAC E Z O® M A S T E R L O G O M I N I M U M S I Z E

A clear area around the ZO Skin Health logo ensures that it always has maximum
®
The minimum size is based on the width and font size of the ZO Skin Health
®

visibility. No other visual elements should appear within the logo’s clear space master logo. To ensure that we maintain legibility of the logo, it is imperative that it
area, indicated by a dotted line around the logo. A minimum of 0.125 inches of is never smaller than the minimum height of 0.4 inches as indicated below. If you
clear space is required, but 0.25 inches is recommended. need a smaller version, please contact the Marketing Department.

0.125” REQUIRED

0.1875”
0.25” RECOMMENDED

BRAND GUIDELINES 2021 15

 L OG OT Y P E V E RS I O N S

The ZO Logotype come in two colors: ZO Signature Blue and ZO

® ® ®

Signature Silver. The identities can be reversed out in white on dark-

colored backgrounds. Always accurately match colors, as poorly matched
colors will weaken the impact and the effectiveness of our identity.

BRAND GUIDELINES 2021 17

 L OG OT Y P E V E RS I O N S

Use a ZO Signature Silver logo on a ZO Signature Blue background.

® ®

If ZO Signature Silver is unavailable, reverse the logo to white.

®

Use a ZO Signature Blue logo on a ZO Signature Silver background.

® ®

If ZO Signature Blue is unavailable, reverse the logo to white.

®

BRAND GUIDELINES 2021 19

 D O N ’ T A LT E R C O L O R A T I O N »

D O N ’ T A LT E R A R R A N G E M E N T »

L O G OT Y P E T R E AT M E N T
D O N ’T R E M OV E E L E M E NT S »

The logotype should NEVER be manipulated from the original form. The following D O N ’ T M I X B&W A N D C O L O R »
examples provide an overview of some of the most common issues to watch for.

The following restrictions apply to the ZO Signature Symbol, ZO Skin Health

® ®

Product Brands Logo, and ZO Skin Health Inc. Corporate Logo. Make sure to D O N ’ T AT T E M P T T O R E C R E AT E »
THE LOGO
always use the ZO identities according to the usage rules outlined in this guide.
®

D O N ’T C H A N G E T H E L O G O ’ S »
O R I E N TAT I O N

D O N ’T C R O P T H E L O G O »

D O N ’T A D D S P E C I A L E F F E CT S »

D O N ’ T S T R E T C H T H E L O G O TO »
D I S TO R T P R O P O R T I O N S

D O N ’T D I S P L AY T H E L O G O A S »
AN OUTLINE

D O N ’T U S E T H E L O G O O N T O P O F »
B U S Y P H OTO G R A P HY

BRAND GUIDELINES 2021

0 21
 D O N ’ T A LT E R A R R A N G E M E N T O F F O N T S »

STEP 3

PROTECT PROTECT
STEP 3

TRIPLE–SPECTRUM PROTECTION
TRIPLE – SPECTUM PROTECTION

T Y P O G R A P H Y T Y P E T R E AT M E N T

DON ’T U SE NUMBERS I N DI FFE RE NT F ON T S »

98%
OF PARTICIPANTS SHOWED
OMPROVEMENTS IN
CROW’S FEET AND FACILA
The logotype should NEVER be manipulated from the original form. The following
examples provide an overview of some of the most common issues to watch for.
LNES AFTER 12 WEEKS

The following restrictions apply to the ZO Signature Symbol, ZO Skin Health

® ®

Product Brands Logo, and ZO Skin Health Inc. Corporate Logo. Make sure to
always use the ZO identities according to the usage rules outlined in this guide.
®

DON ’T U SE IMAGES I N OUTLI NE D FO N T S »

DON ’T U SE DI FFE RE NT FO NTS FO R Q U OT E S »

“My mission is to create skin that is “My mission is to create skin

that is healthy, youthful and
healthy, youthful and vibrant, fulfilling vibrant, fulfilling my definition

my definition of skin health.” of skin health.”

ZEIN OBAGI, MD
ZEIN OBAGI, MD

DON ’T U SE ICO N AND LOGO TOGETHER »

BRAND GUIDELINES 2021 23

 L O G O A P P L I C AT I O N I N P R I N T C O L L AT E R A L

BRAND GUIDELINES 2021

0 25
 L O G O A P P L I C AT I O N I N D I G I TA L M A R K E T I N G

FREE
SHIPPING
on orders of $175+

SHOP NOW

FREE
SHIPPING
for NEW customers

SHOP NOW

BRAND GUIDELINES 2021 27

 L O G O A P P L I C AT I O N I N P R O D U C T PAC K AG I N G

BRAND GUIDELINES 2021 29

 Z O S K I N H E A LT H
®

V I S UA L L A N G UAG E It takes more than a logo to create a brand. It takes words, images, colors, and
typography to establish a consistent voice and appeal. This section provides you
with the tools you need to express and communicate our brand visually.

BRAND GUIDELINES 2021 31

 P R I M A RY C O L O R PA L ET T E

The primary colors of the ZO® brand are ZO® Signature Blue, ZO® Signature
Silver and White. 45% tint of Black could be used then ZO® Signature Silver is
not available.

1. 2. 2.
3.
ZO SIGNATURE BLUE
®
ZO SIGNATURE SILVER
®
WHITE
PMS 072C PMS 8400C PMS N/A
2.
C100 M95 Y0 K8 C52 M43 Y42 K7 C0 M0 Y0 K0
R0 G24 B168
R127 G128 B130 R255 G255 B255
#0A0F9E
#7E8081 #FFFFFF
1.

BRAND GUIDELINES 2021 33

 Z O S K I N H E A LT H
®

Z O® C O L O R S A P P L I C AT I O N S

The following examples demonstrate the appropriate use of available backgrounds.

The visual elements of the backgrounds are specifically configured, with each
element placed, sized, and rendered in precise relationship to the others. It creates
a unique visual character and it is recommended not to modify the original artwork.

Remember, contrast between background and logotype must be sufficient and not
compromise legibility. Always accurately match colors, as poorly matched colors
will weaken the impact and effectiveness of our identity, as well as the message
that we wish to convey.

This page showcases the ZO Signature Backgrounds available in vertical

®

and horizontal formats. These options are ideally suited for general purpose ELEVATE YOUR SKINCARE
WITH THE POWER OF SCIENCE
ELEVATE YOUR SKINCARE
WITH THE POWER OF SCIENCE

advertisement in print and web environments.

ELEVATE YOUR SKINCARE
WITH THE POWER OF SCIENCE

ELEVATE YOUR SKINCARE

WITH THE POWER OF SCIENCE

BRAND GUIDELINES 2021 35

 Z O ® C O L O RS : G ET T I N G S K I N R E A DY ®

STEP 3 STEP 3

GETTING SKIN READY

Clean. Exfoliate. Tone.
GETTING SKIN READY
Clean. Exfoliate. Tone.

STEP 3

GETTING SKIN READY

Clean. Exfoliate. Tone.

STEP 3

GETTING SKIN READY

Clean. Exfoliate. Tone.

This background option is reserved exclusively for the Getting Skin Ready® Product Line Category. Application Examples
The Getting Skin Ready background is available in following specifications:
®

RESOLUTIONS: HIGH / LOW

FORMAT: VERTICAL / HORIZONTAL
COLOR: WHITE / PMS 292C

It is recommended not to modify the original artwork.

BRAND GUIDELINES 2021 37

 ZO® COLORS: PREVENT + CORRECT

STEP 2 STEP 2

PREVENT + CORRECT
Elevate your skincare with the Power of Science
PREVENT + CORRECT
Elevate your skincare with the Power of Science
STEP 2

PREVENT + CORRECT
Elevate your skincare with the Power of Science

STEP 2

PREVENT + CORRECT
Elevate your skincare with the Power of Science

This background option is reserved exclusively for the Prevent + Correct Product Line Category. Application Examples
The Prevent + Correct background is available in following specifications:

RESOLUTIONS: HIGH / LOW

FORMAT: VERTICAL / HORIZONTAL
COLOR: ZO SIGNATURE SILVER (PMS 8400C)
®

It is recommended not to modify the original artwork.

BRAND GUIDELINES 2021 39

 ZO® COLORS: PREVENT + CORRECT

STEP 2 STEP 2

PREVENT + CORRECT
Elevate your skincare with the Power of Science
PREVENT + CORRECT
Elevate your skincare with the Power of Science
STEP 2

PREVENT + CORRECT
Elevate your skincare with the Power of Science

STEP 2

PREVENT + CORRECT
Elevate your skincare with the Power of Science

This background option reserved exclusively for the Prevent + Correct Product Line Category. Application Examples
The Prevent + Correct background available in following specification:

RESOLUTIONS: HIGH / LOW

FORMAT: VERTICAL / HORIZONTAL
COLOR: WHITE / PMS 292C

It is recommended not to modify the original artwork.

BRAND GUIDELINES 2021

0 21
4
 Z O ® C O L O RS : P ROT E C T

STEP 3 STEP 3

PROTECT
Triple –Sectrum Protection
PROTECT
Triple –Sectrum Protection
STEP 3

PROTECT
Triple –Sectrum Protection

STEP 3

PROTECT
Triple –Sectrum Protection

This background option is reserved exclusively for the Protect Product Line Category. Application Examples
The Protect background is available in the following specifications:

RESOLUTIONS: HIGH / LOW

FORMAT: VERTICAL / HORIZONTAL
COLOR: ZO SIGNATURE BLUE (PMS 072C) & ZO SIGNATURE SILVER (PMS 8400C)
® ®

It is recommended not to modify the original artwork.

BRAND GUIDELINES 2021 43

 Z O ® C O L O R S : S U P P L E M E N TA R Y

SUPPLEMENTARY
Hydration + Calming. Body.
SUPPLEMENTARY
Hydration + Calming. Body.

SUPPLEMENTARY
Hydration + Calming. Body.

SUPPLEMENTARY
Hydration + Calming. Body.

This background option is reserved exclusively for the Supplementary Product Line Category. Application Examples
The Supplementary background is available in following specifications:

RESOLUTIONS: HIGH / LOW

FORMAT: VERTICAL / HORIZONTAL
COLOR: WHITE / PMS 292C

It is recommended not to modify the original artwork.

BRAND GUIDELINES 2021 45

 P R I M A R Y T Y P E FA C E P R I M A R Y T Y P E FA C E

T Y P E F A M I LY TY P O G R A P HY + H I E R A R C HY

UNIVERS LT
The Univers LT Std is ZO® primary and default typeface. The utilitarian and
HEADLINE TITLE
Univers LT Std - 49 Light Ultra Condensed - Capital Letters
versatile Univers LT Std includes variations of typefaces from Roman to 53 pt Type / 45 Leading / Tracking 0
Extra Black character sets. This variety allows for a significant amount of
flexibility and make this a legible font suitable for almost any typographic
need. The following pages demonstrate the appropriate use of the Univers SUBHEAD TITLE
LT Std typefaces.
Univers LT Std - 53 Bold - Capital Letters
9 pt Type / 13 pt Leading / Tracking 0
Entire Typeface
The Univers LT Std 53 Extended is a font used in all print and
A B C D E F G H I J K L M N O P Q R ST UVW XY Z
web collateral with a small amount of text, such as subhead or
abcdefghijklmnopqrstuvwxyz
product names.

Extended blocks of text, or body copy, are written with the intention of being
Figures
read. When used for continuous text, both aesthetic and functional criteria
01234567890
come into play. Legibility becomes the key consideration. Reading is a dynamic
process in which all letter forms must integrate unobtrusively into the flow of
the words.
Special Characters

!“#$%&‘()*+,-./¡¢£¤¥¦§¨©ª«¬ The Univers LT Std 45 Light is ZO® default typeface for all print deliverables
with an extensive amount of body copy.

Univers LT Std - 45 Light

9 pt type / 13 Leading / Tracking 0

BRAND GUIDELINES 2021 47

 S U B H E A D T Y P E FA C E

T Y P E F A M I LY

Chronicle Display Italic

Chronicle Display Italic is the ZO® secondary subhead typeface. The following
pages demonstrate the appropriate use of the Chronicle Display Italic typeface. “My mission is to create skin that is
healthy, youthful and vibrant, fulfilling
Entire Typeface

ABCDEFGHIJKLMNOPQRSTUVWXYZ my definition of skin health.”

abcdefghijklmnopqrstuvwxyz

Figures ZEIN OBAGI, MD

01234567890

Special Characters

!“#$%&‘()*+,-./¡¢£¥¦§¨©ª«®¯°±¶·–—†‡•…‹›⁄€−ff

CHRONICLE DISPLAY EXTRA LIGHT ITALIC 18 PT / ALIGN CENTERED

UNIVERS LT STD 53 EXTENDED 8 PT / ALIGN CENTERED

BRAND GUIDELINES 2021 49

 ELEVATE YOUR SKINCARE
WITH THE POWER OF SCIENCETM

ELEVATE YOUR SKINCARE

WITH THE POWER OF SCIENCETM

UNIVERSE LT STD ULTRA CONDENSED 63PT / ALIGN CENTERED

UNIVERSE LT STD 53 EXT 15PT / ALIGN CENTERED

BRAND GUIDELINES 2021 51

 10 SULFUR
%
96 EXPECTED
GROWTH IN
ASIA
%

UNIVERS LT STD 39 THIN ULTRA CONDENSED UNIVERS LT STD 39 THIN ULTRA CONDENSED / ALIGN CENTERED
/ ALIGN CENTERED UNIVERS LT STD 53 EXTENDED / ALIGN CENTERED

BRAND GUIDELINES 2021 53

 STEP 2 STEP 2

PREVENT + CORRECT
Anti-Aging. Brightening. Redness. Acne.
PREVENT + CORRECT
Anti-Aging. Brightening. Redness. Acne.

UNIVERS LT STD 53 EXT 10PT / ALIGN LEFT

49 LIGHT ULTRA CONDENSED 63 PT / ALIGN CENTERED
CHRONICLE DISPLAY ITALIC 15PT / ALIGN CENTERED

+
PLUS SIGN: 47 LIGHT CONDENSED 63 PT /
ALIGN WITH THE CROSSBARS

BRAND GUIDELINES 2021 55

BRAND GUIDELINES 2021 57
 DO N ’ T U S E F L OW E RS »

I M AG E T R E AT M E N T

DO N ’ T U S E F O R M U L A I N »
D I F F E R E N T C O L O RS

It is vital for the image treatment in all channels to align to support the strength of
the ZO® brand identity and messaging. By altering images it dilutes and warps the
brand.

Any questions regarding image treatment should be directed to

The Marketing Department. DO N ’ T U S E I L L U ST R AT I O N S »
O R STO C K I M AG E S

»
DO N ’ T C H A N G E B R A N D C O L O R F I E L D

»
DON’T MIX COLOR FIELDS AND PRODUCTS

BRAND GUIDELINES 2021

0 59
 P H OTO G R A P H Y C R E AT I V E T R E AT M E N T GETTING SKIN READY®

Getting Skin Ready® is about water, pale gray blue colorations

Prevent + Correct utilizes ZO® Blue, Silver and White

Protect is about the play of light, chrome and silver tones

Supplementary plays with neutrals and pale grays

Shadows, Light and usage of Props Examples

BRAND GUIDELINES 2020

BRAND GUIDELINES 2021

0 61
PREVENT + CORRECT PROTECT

Shadows, Light, Color and usage of Props Examples Shadows, Light, Color and usage of Props Examples

BRAND GUIDELINES 2021 63

LIFESTYLE PRODUCTS LIFESTYLE MODELS INGREDIENTS PRODUCTS + SWATCHES

Products shown in a lifestyle location, i.e. bathroom setting, vanity setting Models using products in realistic lifestyle settings Use of ingredients associated with products Use of swatching with products

BRAND GUIDELINES 2021 65

FOR FURTHER

I N F O R M AT I O N P L E A S E

C O N TAC T

ZO Marketing Department
®

[email protected]
zoskinhealth.com