Official Websites

• https://www.nyxcosmetics.com

Brand Guidelines

2019

Brand Summary

Mission

• NYX aims to represent beauty in simplicity as well as beauty in expression, positioning itself as sophisticated yet playful, and empowering customers to express themselves through transformative cosmetics.

Core Values

• youthful
• clean
• joyful
• contemporary
• expressive
• sophisticated
• daring
• human
• beautiful

Target Audience

• Cosmetics consumers seeking vegan-friendly products, festival-goers, and those who value self-expression and contemporary beauty standards.

Personality Traits

• youthful
• clean
• joyful
• contemporary
• expressive
• sophisticated
• daring
• human
• beautiful

Visual Identity Overview

• The visual identity is minimalist, elegant, and modern, featuring clean layouts, ample spacing, stylized logo elements (such as flowers and crescent moons), a contemporary color palette, and grid-based compositions. Brand imagery emphasizes people, muted backgrounds, and celestial or natural motifs.

Categories

Brand Voice

• NYX’s current brand doesn’t have a real voice in the industry. They are a staple brand at drug stores in over 70 countries, yet they are not highly regarded as a must have beauty brand by cosmetics insiders. They offer a wide range of vegan-friendly products and recently partnered with Coachella offering festival looks at their pop-up stand at the wildly famous festival. The brand is well known but needs thier own makeover to stand up next to growing beauty brands with new standards.
• NYX is a cosmetics brand without a real voice in the growing cosmetics industry. Through this rebrand NYX will represent the beauty in simplicity as well as beauty in expression. NYX is sophisticated yet playful, like the product and thier clientel.
• youthful clean joyful contemporary expressive sophisticated daring human beautiful without being childish sterile ingenuine pretentious overwrought unattainable pompous weak traditional

Brand Imagery

• Photography should be clean, minimal, and provoking. Images should have an emphasis on the person. Clothes should not be visible or eyecatching. Brand elements such as flowers, night imagery, or makeup products should be utilized. Backgrounds are muted and free from patterns or objects so the viewer can focus on the product.

Color Palette

• When using color refer to this guide. The master brand palette should be used in overall branding projects for the company. The master brand doesn’t refer to a specific product but the company as a whole.
• There are different palettes for the three designations we create makeup for; lips, eyes, and face.
• Within these palletes there is a logo color and a text color. These should be used on packaging to discern which category it fits within.
• The metallic inspired color pallete is paired with contemporary pops of color.
• logo color hex values

Typography

• PROFESSIONAL MAKEUP

• MONTSERRAT BOLD

• medium montserrat italic
• montserrat regular

Logo Usage

• The icon should be used on social platforms and print collateral. It can be used in place of the logo when the larger version loses too much detail at a small scale or becomes illegible.
• This version of the brandmark can be used in cases where the logo is not centered or in cases where a squarer use is more appropriate. Not to be used on packaging but can be utilized on print materials.
• This mark is intended to be used on packaging and print collateral. It should be treated as a charm and should not overwhelm. It should be used small and kept delicate.
• The clarity and the legibility of the mark is integral in establishing a consistent and clear brand. While working with the mark, be sure to keep a clear space. This space should be equal to the height and width of the “N” in NYX.
• Nothing should touch or overlap the mark. In addition, the mark should not be placed over a photograph or patterned background that interferes with the readability.
• This space allows for a clear and consistent mark no matter where it is placed.
• Both the full brandmark and the logotype function within a grid. Inside of this grid there is an opportunity to expand the possibilites of how NYX can function. In the same way that we give our customers the tools to express themselves, we use the grid as a tool of expression.
• The letters in NYX can be moved throughout the grid system. The company name has to be able to be read either from left to right or top to bottom.
• The logotype can be used with secondary brand elements and with transparency effects.

Tone And Messaging

• NYX’s current brand doesn’t have a real voice in the industry. They are a staple brand at drug stores in over 70 countries, yet they are not highly regarded as a must have beauty brand by cosmetics insiders. They offer a wide range of vegan-friendly products and recently partnered with Coachella offering festival looks at their pop-up stand at the wildly famous festival. The brand is well known but needs thier own makeover to stand up next to growing beauty brands with new standards.
• NYX is a cosmetics brand without a real voice in the growing cosmetics industry. Through this rebrand NYX will represent the beauty in simplicity as well as beauty in expression. NYX is sophisticated yet playful, like the product and thier clientel.
• youthful clean joyful contemporary expressive sophisticated daring human beautiful without being childish sterile ingenuine pretentious overwrought unattainable pompous weak traditional

Brand Values

• NYX is a cosmetics brand without a real voice in the growing cosmetics industry. Through this rebrand NYX will represent the beauty in simplicity as well as beauty in expression. NYX is sophisticated yet playful, like the product and thier clientel.
• youthful clean joyful contemporary expressive sophisticated daring human beautiful
• without being childish sterile ingenuine pretentious overwrought unattainable pompous weak traditional

Visual Style

• The clarity and the legibility of the mark is integral in establishing a consistent and clear brand. While working with the mark, be sure to keep a clear space. This space should be equal to the height and width of the “N” in NYX.
• Nothing should touch or overlap the mark. In addition, the mark should not be placed over a photograph or patterned background that interferes with the readability.
• This space allows for a clear and consistent mark no matter where it is placed.
• Both the full brandmark and the logotype function within a grid. Inside of this grid there is an opportunity to expand the possibilites of how NYX can function. In the same way that we give our customers the tools to express themselves, we use the grid as a tool of expression.
• The letters in NYX can be moved throughout the grid system. The company name has to be able to be read either from left to right or top to bottom.
• The logotype can be used with secondary brand elements and with transparency effects.
• When using color refer to this guide. The master brand palette should be used in overall branding projects for the company. The master brand doesn’t refer to a specific product but the company as a whole.
• There are different palettes for the three designations we create makeup for; lips, eyes, and face.
• Within these palletes there is a logo color and a text color. These should be used on packaging to discern which category it fits within.
• The metallic inspired color pallete is paired with contemporary pops of color.
• Photography should be clean, minimal, and provoking. Images should have an emphasis on the person. Clothes should not be visible or eyecatching. Brand elements such as flowers, night imagery, or makeup products should be utilized. Backgrounds are muted and free from patterns or objects so the viewer can focus on the product.

Iconography

• The icon should be used on social platforms and print collateral. It can be used in place of the logo when the larger version loses too much detail at a small scale or becomes illegible.
• This version of the brandmark can be used in cases where the logo is not centered or in cases where a squarer use is more appropriate. Not to be used on packaging but can be utilized on print materials.
• This mark is intended to be used on packaging and print collateral. It should be treated as a charm and should not overwhelm. It should be used small and kept delicate.
• The clarity and the legibility of the mark is integral in establishing a consistent and clear brand. While working with the mark, be sure to keep a clear space. This space should be equal to the height and width of the “N” in NYX.
• Nothing should touch or overlap the mark. In addition, the mark should not be placed over a photograph or patterned background that interferes with the readability.
• This space allows for a clear and consistent mark no matter where it is placed.

Layout And Composition

• The clarity and the legibility of the mark is integral in establishing a consistent and clear brand. While working with the mark, be sure to keep a clear space. This space should be equal to the height and width of the “N” in NYX.
• Nothing should touch or overlap the mark. In addition, the mark should not be placed over a photograph or patterned background that interferes with the readability.
• This space allows for a clear and consistent mark no matter where it is placed.
• Both the full brandmark and the logotype function within a grid. Inside of this grid there is an opportunity to expand the possibilites of how NYX can function. In the same way that we give our customers the tools to express themselves, we use the grid as a tool of expression.
• The letters in NYX can be moved throughout the grid system. The company name has to be able to be read either from left to right or top to bottom.
• The logotype can be used with secondary brand elements and with transparency effects.

Packaging Design

• This mark is intended to be used on packaging and print collateral. It should be treated as a charm and should not overwhelm. It should be used small and kept delicate.
• When using color refer to this guide. The master brand palette should be used in overall branding projects for the company. The master brand doesn’t refer to a specific product but the company as a whole.
• There are different palettes for the three designations we create makeup for; lips, eyes, and face.
• Within these palletes there is a logo color and a text color. These should be used on packaging to discern which category it fits within.
• The clarity and the legibility of the mark is integral in establishing a consistent and clear brand. While working with the mark, be sure to keep a clear space. This space should be equal to the height and width of the “N” in NYX.
• Nothing should touch or overlap the mark. In addition, the mark should not be placed over a photograph or patterned background that interferes with the readability.
• This space allows for a clear and consistent mark no matter where it is placed.
• Both the full brandmark and the logotype function within a grid. Inside of this grid there is an opportunity to expand the possibilites of how NYX can function. In the same way that we give our customers the tools to express themselves, we use the grid as a tool of expression.
• The letters in NYX can be moved throughout the grid system. The company name has to be able to be read either from left to right or top to bottom.
• The logotype can be used with secondary brand elements and with transparency effects.

Social Media Guidelines

• The icon should be used on social platforms and print collateral. It can be used in place of the logo when the larger version loses too much detail at a small scale or becomes illegible.

Advertising Guidelines

• This final category is intended to show the brand as it migrates out into the world with the intent of advertising/marketing. These can feel like full campaigns or stay more equitydriven to the new design.