Layout

Guidelines.
CLINIQUE BRAND GUIDELINES • LAYOUTS
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1
INTRODUCTION

Our layouts boldly

convey efficacy,
optimism, and a clear
sense of hierarchy.
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INTRODUCTION

Using our typography system, bold imagery, and This document will help teach how best to set
direct language, our layouts drive our brand equity up and employ our layouts across all Clinique
through our highly recognizable compositions, channels.
including our new layering and annotation features.
While this document provides the tools
To make our layouts even more impactful, we stick necessary to set up layouts, digital layouts for
to a strict set of two layout styles, each driving site assets and emails will be provided globally
either imagery or typography as its main visual cue. and will include all necessary layout guidelines
and margins. These templates can be found on
Due to the vast nature of our brand ecosystem, The Foundation.
digital layouts in particular need consistent and
constant treatment across modules to ensure that
they work together as a system.

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INTRODUCTION

TIP
Click the chapters to
jump to them.

Table of contents.
LAYOUT THE GRID LOGOTYPE TYPOGRAPHY LAYERING ANNOTATIONS COLOR TEMPLATES
STYLES SYSTEM

View our two Learn how to use Learn how to Learn about and View how we use View how we use Learn about and Find out how to
unique layout and apply the grid apply the view typographic layering and learn annotations and view color easily access
styles and learn system across Clinique logo principles in how to apply it to learn how to apply principles in templates.
how they work. layouts. to layouts. layouts. layouts. them to layouts. layouts.

pg 5 pg 32 pg 53 pg 65 pg 80 pg 106 pg 141 pg 153

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Layout
styles.
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5
 Layout styles. pg 7 – pg 8

All about
layouts. Awareness
layout style.
pg 9 – pg 18

We use two layout styles to create consistency and

meaningful compositions across different elevations of
brand and product storytelling.
Consideration pg 19 – pg 31

layout style.

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 Layout styles.

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LAYOUT STYLES • INTRODUCTION STYLES

KEY MESSAGING

Awareness
layouts
Our awareness layouts are high
level assets that feature only

Our two key messaging.

layout styles
bring our
brand to life. PRODUCT STORYTELLING

Consideration
layouts
Our consideration layouts are
assets that feature additional
messaging and product storytelling
that are further down the funnel.

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Awareness
layouts work by Awareness layouts focus attention on key brand
or product messages.

having a single Awareness layouts exist across our ecosystem and

can occur within print, video and social, and retail.

focus.

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LAYOUT STYLES • AWARENESS LAYOUTS ANATOMY

Print Lightbox

The key Subheadlines

dependent on

elements of asset and layout.

Subhealined Style
set in: Clinique’s The same key

awareness Helvetica Neue Bold message across

all layouts.

layouts. The same Call

Out across all
layouts.
• Most awareness assets will contain a headline, subheadline,
Call Out Style set in:
claim, “New”, and a disclaimer Clinique’s Nitti Bold
Consistent usage
of product titles
• Awareness layouts contain a single key message for the and disclaimers.

campaign headline and campaign subheadline Disclaimer Style set in:

Clinique’s Helvetica
Neue Regular
• In awareness layouts, prominent and clear use of the Clinique
logo is placed within the composition (when applicable)
Consistent and prominent logo
(when applicable).
The same key
EXCEPTIONS image(s) across
Assets that live in Clinique all layouts.
environments, e.g., a lightbox or .com

THE GRID Column Set: 20 | Outer Margin: 30px THE GRID Column Set: 20 | Outer Margin: 150px
Logo Height: 30px | Annotation Spacing: 10px Annotation Spacing: 50px

EBCF S21+S22 EBCF Campaigns EBCF S21+S22 EBCF Campaigns

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 Dos and don’ts.

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LAYOUT STYLES • AWARENESS LAYOUTS DOS AND DON’TS DOS

DO

DO
DO

Do use consistent layouts.

Similar and consistent layouts are required across all
Do use the same imagery.
awareness layout assets, adjusting placement only in
consideration of the medium. Use the same, but appropriately shot imagery (e.g.,
horizontal or vertical), for each awareness layout asset.
Do use the same key messaging. F22 Smart Serum Resupport+ New. Smart Wrinkle Cream
Bifold Mailer
Awareness layouts require consistent key F22 Smart Serum Resupport+ New. Smart Wrinkle Cream
Key Visuals
messaging across all assets.

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Postcard Mailer

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LAYOUT STYLES • AWARENESS LAYOUTS DOS AND DON’TS DON’TS

DON’T DON’T DON’T

Do not use different key messaging. Do not deviate from style in compositions in layouts. Do not use different imagery.
Awareness layouts work specifically by having the Awareness layouts should be mostly consistent in Awareness layouts must use the same imagery
same key messaging across assets. the images and typographic compositions used. across all assets. Deviation may only occur based
on asset dimensions and composition required.

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 Examples.
From Spring 2022 Moisture Surge 100H

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LAYOUT STYLES • AWARENESS LAYOUTS EXAMPLES PRINT ADVERTISING

Single page print Single page print

advertising featuring advertising featuring
a product. a person.

THE GRID Column Set: 20 | Outer Margin: 30px | Logo Height: 30px | Annotation Spacing: 10px THE GRID Column Set: 20 | Outer Margin: 30px | Logo Height: 30px | Annotation Spacing: 10px

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LAYOUT STYLES • AWARENESS LAYOUTS EXAMPLES PRINT ADVERTISING

Double page print advertising featuring a person.

Out of home print advertising featuring a person.

THE GRID Column Set: 28 | Outer Margin: 175px | Logo Height: 175px

THE GRID Column Set: 24 | Outer Margin: 50px | Logo Height: 50px | Annotation Spacing: 17px

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LAYOUT STYLES • AWARENESS LAYOUTS EXAMPLES RETAIL

Lightbox featuring a product. New Product Launch Unit, Newness Kit, SMC Endcap Lightbox featuring a person.
THE GRID Column Set: 20 | Outer Margin: 150px | Logo height: 150px | Annotation Spacing: 50px featuring a product. THE GRID Column Set: 20 | Outer Margin: 150px | Logo height: 150px

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LAYOUT STYLES • AWARENESS LAYOUTS EXAMPLES DIGITAL

Video supers – 16:9 | 9:16 | 4:5 – featuring a person

LMW featuring a person.

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Consideration Consideration layouts expand the universe of our brand’s storytelling,
featuring supplemental product and messaging stories further down the
funnel. They also work as conversion style layouts.

layouts work Consideration layouts go deep into product storytelling and may differ
from composition to composition. While the product’s key messaging

by telling our should remain the cornerstone of consideration layouts, the storytelling
should illuminate our product advantage in a personal and intimate way.

brand’s story. These layouts exist across our ecosystem and can occur within video
and social, retail and ecomm, digital, and print.

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LAYOUT STYLES • CONSIDERATION LAYOUTS ANATOMY

A STRONG FOCUS ON THE CONSUMER

The key Imagery allows the product to

shine by showing the outcome
of using our products.

elements of
consideration ASSET-SPECIFIC HEADLINES

layouts. Headline Style set in:

Clinique’s Helvetica Neue Bold
ASSET-SPECIFIC SUBHEADLINES

Subheadline Style set in:

• Diverse storytelling whose central theme is the Clinique’s Helvetica Neue Bold

product’s key messaging

• Diverse compositions that support the storytelling

for the product

• Strong focus on the consumer and the benefits of DIVERSE COMPOSITIONS AND IMAGERY

the product from an editorial perspective DIVERSE LAYOUTS Using diverse compositions and
imagery across layouts to support
Using annotations and layering the individual content is key to
provides diverse layouts within consideration layouts.
consideration layouts.

CLINIQUE BRAND GUIDELINES • LAYOUTS THE GRID Column Set: 12 | Outer Margin: 100px | Annotation Spacing: 33px 20
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 Dos and don’ts.

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LAYOUT STYLES • CONSIDERATION LAYOUTS DOS AND DON’TS DOS

DO DO DO

Do use secondary imagery. Do use diverse headlines. Do use new compositions.

Use secondary and social imagery for compositions, Use evocative storytelling in headlines and subheadlines. Create different compositions based on the content of
including vetted UGC. the layout.

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Secondary Visuals Trending Now Table Moisture Bar + Editorial

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LAYOUT STYLES • CONSIDERATION LAYOUTS DOS AND DON’TS DON’TS

DON’T

Do not use design techniques

DON’T that are outside of the Clinique
brand guidelines.
Do not move too far away from
Although consideration layouts are meant to
key messaging. be varied and creative, layouts should not
Although consideration layouts are meant to break Clinique’s core brand guidelines.
have varied messaging and compositions,
layouts should not move too far away from This includes, but is not limited to:
the product’s key messaging.
• Using fonts outside of our primary and
secondary fonts
• Using colors outside of our brand palette
• Using layering or annotation in ways that
are not outlined in our brand guidelines

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 Examples.
From Spring 2022 Moisture Surge 100H

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LAYOUT STYLES • CONSIDERATION LAYOUTS EXAMPLES SOCIAL MEDIA

Instagram
stories video.

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LAYOUT STYLES • CONSIDERATION LAYOUTS EXAMPLES ECOMM

Dehydrated skin?
Drink up.
These skin refreshers are just
what you need to get hydrated,
plumped, and glowing.

SHOP MOISTURE SURGE

Various email
modules.

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LAYOUT STYLES • CONSIDERATION LAYOUTS EXAMPLES CLINIQUE.COM

Webpage scroll

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LAYOUT STYLES • CONSIDERATION LAYOUTS EXAMPLES CLINIQUE.COM

THE GRID Column Set: 16 | Outer Margin: 67px | Logo Height: 67px

Digital banners.

LMW.

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LAYOUT STYLES • CONSIDERATION LAYOUTS EXAMPLES CLINIQUE.COM

SPP ALT images.

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LAYOUT STYLES • CONSIDERATION LAYOUTS EXAMPLES RETAIL

Trending
now table.

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LAYOUT STYLES • CONSIDERATION LAYOUTS EXAMPLES COLLATERAL

Multifold Mailer.

THE GRID Column Set: 36 | Outer Margin: 33px | Logo height: 33px | Annotation Spacing: 11px

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The grid
system.
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32
 How we use pg 34 – pg 36

the grid.
The grid
system in Applying the grid
to layouts.
pg 37 – pg 41

layouts. Examples. pg 42 – pg 47

To ensure consistent sizing across all of our layouts,

we work against a 4-point grid system. This system
helps us set our layouts across the wide array of
assets we create. How to apply pg 48 – pg 50

the grid.
PLEASE NOTE: The following grid application does not apply to layouts on
clinique.com, which has its grid system based upon site-wide programming.

Tips & tricks. pg 51 – pg 52

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How we use We use the 4-point grid system in typography and
layouts. This ensures maximum consistency across

the grid. our work and allows for ease of creation.

VIEW GRIDS IN ACTION

Across the Layout Guidelines document, Each time these grids occur, you will also
you will see grid lines built into most see the corresponding information about
layout images to showcase how they sizing used. Please use these gridlines
work across our layouts. and do not redo.

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THE GRID SYSTEM • HOW WE USE THE GRID IN TYPOGRAPHY

How we use
the grid in
typography.
Typography across the 4-point grid system scales the
type itself across multiples of 4 to achieve optimal
legibility and sizing across layouts.

Multiples of 4 can scale up to any multiple of 4

depending on layout size and format.

For an in-depth look at using the 4-point grid system for

typography, please visit the Typography Guidelines.

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THE GRID SYSTEM • HOW WE USE THE GRID IN LAYOUTS

How we use the

grid in layouts.
Layouts across the 4-point grid system divide by
increments of 4, based on asset dimensions, to create
uniform column sets and outer margins across layouts.

This section will explain how to determine and apply

columns and outer margins to your assets.

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THE GRID SYSTEM • APPLYING THE GRID WHICH COLUMN SET TO USE

Recommended starting points.

STEP ONE
ASSET TYPE COLUMN SET RANGES

First, determine Square

which column Small Square 16 or 18

set to use based Large Square 16 or 18

on asset size. Horizontal

Wide 16, 20, or 24

Our column sets are created using increments of 4. Very Wide 20 or 24

Very Wide and Narrow 20, 24, or 28

Due to the wide array of assets we create across many
different sizes, you may need to try multiple column
Vertical
sets to ensure appropriate sizing. The goal is to create
consistent sizing and spacing across layouts, ensuring Tall 12 or 16
that our logo is visible, but not too large.
Very Tall 12 or 16

Very Tall and Narrow 8, 12, or 16

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THE GRID SYSTEM • APPLYING THE GRID DETERMINING THE OUTER MARGIN

STEP TWO
Consider your For example:

Next, use the asset type.

Small Square (Instagram post)
1:1, 1080x1080px

column set to
determine the Use the recommended
size of the outer
Recommended column set
column set based on number based on asset size: 16
asset type.
margin and logo.
To determine the outer margin, divide the width of the Divide the asset’s 1080px width by the
asset by the column set number. Determine the column set’s 16 for 67.5px. Round 67.5
down to create a 67px outer margin.
outer margin and
Use the following steps to determine your outer logo height. This size will also determine the logo’s
margin. The following page will explicitly show the height, as seen on the next page.

outcome of this process.

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THE GRID SYSTEM • APPLYING THE GRID SETTING UP YOUR FILE

STEP THREE

Now you can set

up your file.
Sizing: The outer margin will be set 67px away from the edge on
all sides of the artboard to create the outer margin.

Applying the column set: The column set nests inside of the
outer margin.

Sizing the logo: The outer margin will also determine the height of
the Clinique logo.

The outer margin borders: Copy should align to the outer

margin’s edges and should never expand beyond the outer
margin. The logo’s baseline is applied to the outer margin’s edge.

NOTE: This example is only one representation of how the grid would work.
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THE GRID SYSTEM • APPLYING THE GRID SETTING CONTENT

Placing assets.
Photography or illustration can be placed as appropriate across the layout.
STEP FOUR

From here, you Setting copy.

can easily set Flush left copy must lock to grid lines as defined by the outer margin and
columns for multiple columns of copy. For vertical placement, copy can be

your content freely placed across the layout using our typography principles as long the
copy is not extending beyond the outer margin.

on the grid.
Each component of your layout can be built into the Adding the logo.
grid as seen in the examples on the following pages. The outer margin represents the logo’s vertical height and clearspace.
Using our logo guideline rules, place the logo using the base grid’s size
for vertical height and clearspace.

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THE GRID SYSTEM • APPLYING THE GRID SETTING CONTENT EXAMPLE

What you know… THE ASSET TYPE

Small Square 1:1, 1080x1080px

Where you start… COLUMN SET NUMBER

Recommended column set based on asset size: 16

What you determine… DETERMINING THE OUTER MARGIN

Divide the asset’s 1080px width by the column
set’s 16 for 67.5px. Round 67.5 down to create
a 67px outer margin.

How you use it… THE OUTER MARGIN EXPANDED

Use the outer margin’s size to determine the logo’s
height (if applicable).

Divide the 67px base grid by 2 to equal 33px for

spacing on connected copy blocks. NOTE: For print
specific designs, please follow the type guidelines
for spacing rules.

TIP Zoom in to view. Use the outer margin to determine annotation line
spacing (see Annotations [pg. 106] section for
further information).

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 Examples.

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THE GRID SYSTEM • EXAMPLES PRINT « AWARENESS LAYOUT

COLUMN SET: 20 OUTER MARGIN: 150px LOGO HEIGHT: — ANNOTATIONS: 50px

A CLOSER LOOK

Using the grid system to determine the

distance between line and copy in
annotations.
In this layout, the annotation is a prominent feature.
Using the grid system to uniformly determine the size
of the annotation’s distance will make awareness
layouts even more consistent.

PLEASE NOTE: Annotations will be covered in depth

in the Annotations section of this guideline.

For more information on spacing annotations and

copy blocks, please go to pg. 140.

3:4 (3000x4000px) – [LIGHTBOX]

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THE GRID SYSTEM • EXAMPLES PRINT « AWARENESS LAYOUT

COLUMN SET: 28 OUTER MARGIN: 35px LOGO HEIGHT: 35px ANNOTATIONS: 50px

A CLOSER LOOK

The grid system ensures

maximum optical sizing
between elements.
In this layout, the balance between
copy and logo is important — if the
logo is competing with the copy, the
messaging will be less impactful.
The grid system ensures the sizing
of the logo is proportional to the
size of the asset.

5:2 (1000x400px) – [LIGHTBOX]

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THE GRID SYSTEM • EXAMPLES PRINT « AWARENESS LAYOUT

COLUMN SET: 20 OUTER MARGIN: 31px LOGO HEIGHT: 31px ANNOTATIONS: 10px

A CLOSER LOOK

The grid system makes it

easy to place copy.
In this layout, there are a lot of copy
blocks and each is placed
according to the imagery behind it.
The grid system allows you to easily
drop copy and ensure alignment.

For more information on spacing

annotations and copy blocks,
please go to pg. 140.

(623.62x810px) – [SINGLE PAGE PRINT AD]

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THE GRID SYSTEM • EXAMPLES PRINT « AWARENESS LAYOUT

COLUMN SET: 24 OUTER MARGIN: 51px LOGO HEIGHT: 51px ANNOTATIONS: 17px

A CLOSER LOOK

Regardless of asset type, the grid

system ensures there is consistency
across all layouts.
Whether print or digital, the grid system
considers the size of the asset itself and
helps to achieve optical consistency across
all layout types and keeps spacing and sizing
consistent

For more information on spacing annotations

and copy blocks, please go to pg. 140.

(1224x792px) – [DOUBLE PAGE PRINT AD]

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THE GRID SYSTEM • EXAMPLES PRINT « CONSIDERATION LAYOUT

COLUMN SET: 36 OUTER MARGIN: 33px LOGO HEIGHT: 33px ANNOTATIONS: 11px

A CLOSER LOOK

Multi-asset campaigns are

easy to consistently size
with the grid system.
While asset type may vary across a
campaign, the grid system ensures
that sizing remains consistent

For more information on spacing

annotations and copy blocks,
please go to pg. 140.

(1189x397px) – [MULTIFOLD MAILER]

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 How to apply
the grid.

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THE GRID SYSTEM • HOW TO APPLY THE GRID APPLYING VIA INDESIGN

How to set up STEP ONE

Open Layouts > Margins and Columns

your file in
InDesign.
Once you’ve determined the correct asset and
dimension size, you can apply the column set and
outer margin to your layout and file.
STEP TWO
Use the chosen column set to set up your Columns.
Make sure the Gutter is set to 0px.
NOTE: Clinique Global Creative-provided templates will have
grid lines built into the layouts. Please use these provided grid Using the chosen column set’s number divided by the
structures and do not change. asset’s width, set up your Outer Margin. This outer margin
will determine where your columns start and end.

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THE GRID SYSTEM • HOW TO APPLY THE GRID APPLYING VIA PHOTOSHOP

STEP ONE
Open View > New Guide Layout

How to set up
your file in
Photoshop. STEP TWO
Using the chosen column set’s number divided by the
Once you’ve determined the correct asset and asset’s width, set up your Outer Margin. This outer
dimension size, you can apply the column set and margin will determine where your columns start and end.
outer margin to your layout and file.

NOTE: Clinique Global Creative-provided templates will have

grid lines built into the layouts. Please use these provided grid
structures and do not change. STEP THREE
Use the chosen column set to set up your Columns. Make
sure the Gutter is set to 0px.

Please note that Photoshop will not allow you to create

more Columns/Rows than there is space on your artboard.

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 Tips & Tricks.

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THE GRID SYSTEM • TIPS & TRICKS

POS is using a 16 columns grid

LAYOUT MEDIUM
Grid and logo size should always be based appropriately on the
medium.
What to look out Similar Digital and Print ratios use different grids and logo sizes,

for and how to tailored to the dimensions and application of the layouts.

adjust your grids. VIEWING DISTANCE

The goal of setting up your grid should be achieving Grid and logo size considerations must depend on the distance
customers are expected to look at the layouts from, even if the
optimal spacing and sizing across your layouts,
layouts share the same physical space, ratio or size.
primarily for the logo being visible, but not
overwhelming to the layout. OOH layouts generally have fewer grid columns and larger logos as
OOH is using a 12 columns grid
they are further away from a customer’s eyes than POS layouts.

Due to the sizing variables of our layouts, and the

different settings they appear in, you will sometimes
have to make special considerations for your grid to PLACEMENT OF LAYOUTS
ensure your content looks the best that it can. In some situations, different layout ratios might be displayed
immediately next to each other.

On the right, you can see examples of the same 4:5 To maintain visual consistency, define logo size on the grid of the
ratio layout setup for OOH and POS usage. most commonly used ratio and apply to remainder of LBX layouts
(to achieve this, retrofit grids and column of the remainder of the
layouts to fit the set logo size).

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Logotype.
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53
 Logo pg 55

Logos in application.

layouts. Sizing and

spacing.
pg 56

Our logo must appear prominently across all

layouts, but should only be applied once with
careful consideration for composition,
placement, and consistency. Examples by pg 57 – pg 64

channel.

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LOGOTYPE • APPLICATION

FOR COMPLEX LAYOUTS

Within KEY FEATURES

information- · Copy-driven layouts

Logo driven layouts. · Includes photography

· Needs hierarchy to be

application. When appearing within a hierarchy,

the logo must be placed on the outer
bounding box of the layout, and can
legible

be placed top: left, center, right, or

Our logo is used as a visual identifier bottom: left, center right.
across all brand assets, bringing a clear
sense of brand ownership to all that we do.

FOR SINGLE-FOCUS LAYOUTS

Our logo must appear prominently in
layouts whether in stores, across digital Within brand-
content, or in print, with specific application KEY FEATURES

rules applied to each category. To ensure

driven layouts. · Minimal to no copy
When appearing alone, the logo · Centered around
its prestige, please view the application
may be applied centered, and in a photography
rules in this section. · Brand statement
large, dynamic, and bold setting.

This should only be applied to true

statement moments when the logo
is appearing with only an image
and very minimal copy.

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LOGOTYPE • SIZING AND SPACING

FOR EXAMPLE The outer margin set at 40px

Sizing and
spacing the
logo. PLEASE NOTE
While the logo’s height and clearspace
In order to ensure both the logo’s prestige
should equal the outer margin’s size, the
and prominence, sizing the logo logo’s baseline must sit on the outer
appropriately for the size of the layout is margin’s edge to achieve the optical
appearance of symmetry.
key to its success.

Based on the 4-point grid system you are

using for your layout, you should size the
40PX
logo to be the size of the outer bounding
box’s pixel size. For instance, if you are
using 40px to size your layout, the logo
should also occur with a height of 40px.
In conjunction with the 4-point grid system, the height of the logo and the clearspace around the logo will always be
equal to the setting of the grid itself.

If the 4-point grid system is set to 40 pixels, then the height of the logo will be sized to 40 pixels and the clearspace
around the logo from all sides will also be 40 pixels.

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LOGOTYPE • IN SITU

Our logo should only appear once per layout and

should always follow the previously explained
application rules.

Application The sizing and clearspace of the logo will adhere

in situ. to the base grid.

In the following pages you will find real-world applications

to illustrate how our application rules come to life.

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LOGOTYPE • EXAMPLES IN SITU ARCHITECTURAL PIECES

In store.
Our logo should appear in functional, highly
branded moments, drawing consumers in and
making our brand even more prominent.

Our logo provides a sense of place and purpose in an in-store display. It should be placed
prominently and without any attached copy, centered on the fixture where it is placed.

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LOGOTYPE • EXAMPLES IN SITU LIGHTBOXES

NOTE: For LBXs that are product

photography and have a prominent logo ON
the packaging, and live within a branded
retail space, there is NO logo on the LBX.

For all celebrity LBXs, and LBXs that appear

adjacent to or outside of a branded retail
space, there should be a logo on the layout.

In store.
Our logo should appear in functional, highly
branded moments, drawing consumers in and
making our brand even more prominent.

Depending on the image position, the logo will sit on the outer edges of the layout on any of the corners.

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LOGOTYPE • EXAMPLES IN SITU CLINIQUE LABORATORIES

In store: Clinique
Laboratories.
The Laboratories design of the logo can only be used
with permission and can only appear as principal
exterior signage (unless otherwise specified).

Free Standing Store:

•Do use as principal exterior signage
•Do use as complement in Derm Solutions wall display

Department Store:
•Do use as main signage in pelmet
•Do not repeat as secondary signage in focal wall if already used as main logo
•Do repeat at POS fixture as accent
•Do use in Derm Solutions wall
•Do not use beyond these scenarios without prior approval
•Do not mix or change color or material finish of “Clinique” and “Laboratories.”
Both should be consistent

For more information on usage rules, please visit the

Logo Guidelines. For more information on gaining
permission to use this logo, please contact Clinique
Global Store Design leads.

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LOGOTYPE • EXAMPLES IN SITU EMAIL

Digital.
Our logo should appear consistently and flexibly
across digital layouts depending on the elements of
the layout, such as photography and typography.

Emails place the logo at the top center for immediate and maximum impact.

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LOGOTYPE • EXAMPLES IN SITU PAID AWARENESS VIDEOS

Digital.
Our logo should appear consistently and flexibly
across digital layouts depending on the elements of
the layout, such as photography and typography.

Awareness videos use the logo at the beginning of paid

advertising and appear large and centered.
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LOGOTYPE • EXAMPLES IN SITU BANNER ADS

Digital.
Our logo should appear consistently and flexibly
across digital layouts depending on the elements of
the layout, such as photography and typography.

Depending on the image position, the logo will sit on the outer edges of the layout on any of the corners.

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LOGOTYPE • EXAMPLES IN SITU ADVERTISING

Double Page

THE GRID
Column Set: 24
Outer Margin: 50px
Logo Height: 50px
Annotation Spacing: 17px

Print. Collateral

THE GRID
Column Set: 12
Our logo should appear consistently and flexibly Outer Margin: 30px
Logo Height: 30px
across print layouts depending on the elements of Annotation Spacing: 10px

the layout, such as photography and typography. OOH

THE GRID
Depending on the image position, the logo will sit on the outer Column Set: 12
Outer Margin: 83px
edges of the layout on any of the corners. Logo Height: 83px

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Typography.
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65
 Fonts and styles pg 67 – pg 69

Typography formatting quick guide.

in layouts. Type alignment

in layouts.
pg 70 – pg 74

Our layouts are best known for their use of large

and dynamic typography paired with engaging
imagery. They are driven by consistent hierarchy
across our content. Typesetting in pg 75 – pg 79

layouts.

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TYPOGRAPHY • FONTS AND STYLES

Key to our layouts is formatting. We employ consistent

Fonts and styles styles across how we set type alignment, logo

formatting quick application, and color application.

guide. For an in-depth review of typography and

formatting, please view our Typography Guidelines.

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TYPOGRAPHY • FONTS AND STYLES PRIMARY FONT STYLES

Headlines Sentence case Clinique’s Helvetica Neue Bold

Primary font. Outsmart wrinkles.

Clinique’s Helvetica Neue Subheadlines Sentence case Clinique’s Helvetica Neue Bold

85% say crow’s feet look reduced.*

Aa
Clinique’s Helvetica Neue Light
Body copy Sentence case

With CL1870 Peptide Complex to help support your dermal structure

for smoother, younger-looking skin.
Clinique’s Helvetica Neue Regular

Clinique’s Helvetica Neue Regular Setting Lists & Product Benefits Sentence case Clinique’s Helvetica Neue Regular

Clinique’s Helvetica Neue Medium

• Repairs: Boost natural collagen with CL1870 Laser Focus Complex™.
Clinique’s Helvetica Neue Bold
Disclaimers & Fine Print Sentence case Clinique’s Helvetica Neue Regular

*Consumer testing on 150 women.

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TYPOGRAPHY • FONTS AND STYLES SECONDARY FONT STYLES

Call Outs All caps Clinique’s Nitti Bold

NEW

Secondary font. Product Name All caps Clinique’s Nitti Bold or Regular

Clinique’s Nitti CLINIQUE SMART CLINICAL REPAIR™ CLINIQUE SMART CLINICAL REPAIR™
WRINKLE CORRECTING SERUM WRINKLE CORRECTING SERUM

Aa
Claims All caps Clinique’s Nitti Regular

99% SAY SKIN FEELS DEEPLY HYDRATED.*

Price All caps Clinique’s Nitti Regular

00.00*
Clinique’s Nitti Regular
Eyebrows, Hashtags & CTAs All caps Clinique’s Nitti Medium
Clinique’s Nitti Medium
#EVENBETTER
Clinique’s Nitti Bold
Editorial Science Storytelling Sentence case Clinique’s Nitti Regular

This moisture-binding ingredient helps create a

“moisture reservoir” for ideal hydration.

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 Type alignment in layouts.

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TYPOGRAPHY • TYPE ALIGNMENT FLUSH LEFT & CENTER

Flushing left and FLUSH LEFT FLUSH CENTER

flushing center. Transparent pigment glides on a

sheer, glossy slip of lightweight
color. Emollient-rich formula
NEW
Clinique Pop Plush™
gives lips a sleek, moist finish. Creamy Lip Gloss
To create clear hierarchy, we primarily flush left and
occasionally flush center depending on layout.
Why? Flush left provides easy-to- Why? Centered copy helps to
To ensure consistency across all of our layouts and to read and easy-to-track copy, create dynamism in shorter and
particularly in body copy and in more direct copy, particularly in
create the most engaging and readable experience our awareness level-assets. our consideration-level assets.
possible, please adhere to these alignment rules.

TO FLUSH LEFT OR FLUSH CENTER? FLUSH RIGHT

Flush left type should always be used for awareness

level-assets, and centered type can be used at the Transparent pigment glides on a Why? Flush right creates hard-to-
discretion of the art director for shorter type styles in sheer, glossy slip of lightweight read and hard-to-track copy. copy.
consideration level assets, such as in video supers, on color. Emollient-rich formula
social, and in email design. gives lips a sleek, moist finish.

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TYPOGRAPHY • TYPE ALIGNMENT FLUSH LEFT

Example: Standard layout.

Flushing left and

flushing center. Headline.
Body copy.
Headline copy and body copy
are flush left.

To create clear hierarchy, we primarily flush left and

occasionally flush center depending on layout.

To ensure consistency across all of our layouts and to

create the most engaging and readable experience
possible, please adhere to these alignment rules.
Example: Standard layout with stacked body copy.

TO FLUSH LEFT OR FLUSH CENTER?

Headline. Headline, subheadlines, and body
Flush left type should always be used for awareness Subheadline.
copy broken into two paragraphs
level-assets, and centered type can be used at the Lorem ipsum dolor sit Lorem ipsum dolor sit
all remain flush left.
amet, consectetur amet, consectetur
discretion of the art director for shorter type styles in adipiscing elit. Etiam adipiscing elit. Etiam
quam lorem, ornare at quam lorem, ornare at
consideration level assets, such as in video supers, on dictum in, luctus a elit. dictum in, luctus a elit.

social, and in email design.

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TYPOGRAPHY • TYPE ALIGNMENT FLUSH CENTER

Example: Single-line large headlines.

Flushing left and

flushing center. Head Large Headlines are an
example of flush center type
where entering type achieves
To create clear hierarchy, we primarily flush left and
occasionally flush center depending on layout.
line. maximum impact.

To ensure consistency across all of our layouts and to

create the most engaging and readable experience
possible, please adhere to these alignment rules.
Example: Box prompts.

TO FLUSH LEFT OR FLUSH CENTER?

Flush left type should always be used for awareness Subheadline. Call-to-Action Buttons and
level-assets, and centered type can be used at the Prompts should always be should be
CTA center aligned to the bounding box.
discretion of the art director for shorter type styles in
consideration level assets, such as in video supers, on
social, and in email design.

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TYPOGRAPHY • TYPE ALIGNMENT EXAMPLES

AWARENESS ASSET CONSIDERATION ASSET CONSIDERATION ASSET

Print layout Email Video

Flush left: Due to the nature of awareness layouts, flush Flush center: To support variation across Flush center: To support variation across consideration layouts,
left is the primary setting of choice to best represent the consideration layouts, flush center should be flush center should be used in contexts that benefit from it, i.e.
copy and content. used in contexts that benefit from it, i.e. mobile. videos and social media.

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 Typesetting in layouts.

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TYPOGRAPHY • TYPESETTING

Universal typesetting When setting type in your layouts, our two most
rules that must be frequent additions are asterisks and TMs. Setting them
properly is key to consistency across layouts.
used across layouts.

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TYPOGRAPHY • TYPESETTING ASTERISKS

The clarifying footnote should begin with an asterisk and should only be set
in our Disclaimer type style.

ASTERISK AFTER COPY Set after the main copy in the

Asterisks.
Body Copy type style.
Free with purchase*

Asterisks are used in copy to denote information

that needs more clarification, but would otherwise ASTERISK AFTER COPY
interrupt the flow of the main copy. Set after the main copy in the
PRODUCT NAME™ LOREM IPSUM Product and Price type styles.
00.00**
This information is footnoted elsewhere on the
space, usually at the bottom of the page as fine
print. Asterisks appear in main copy, at the end of
the word or phrase needing clarification. AS A FOOTNOTE
Asterisks appear first in footnotes set
*Disclaimer one in the Disclaimer type style.
**Disclaimer two
They can be set in Clinique’s Helvetica Neue or
Clinique’s Nitti, depending on type style, with
Clinique’s Helvetica Neue being set with superscript
and Clinique’s Nitti being set without superscript. WHEN LARGE
Set the asterisk as superscript when

Defy * setting Clinique’s Helvetica Neue large.

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TYPOGRAPHY • TYPESETTING SETTING TM IN CLINIQUE’S HELVETICA NEUE

Setting TMs in Clinique’s Helvetica Neue.

Step 1
Add TM character glyph (™)
Moisture Surge™

Step 2
Moisture Surge™
Setting TM. Superscript TM (™)

When setting TM in Clinique’s Helvetica Neue,

superscript should be used with the TM glyph. Step 3 ge™
Baseline shift TM down to top- Moisture Surge™
align with character to the left

Step 4
If there is a period after the
ge.™
word, set TM after the period Moisture Surge.™
and kern TM to the left to
close up the space

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TYPOGRAPHY • TYPESETTING SETTING TM IN CLINIQUE’S NITTI

Setting TMs in Clinique’s Nitti

Setting TM. SETTING TM TM GLYPH

When setting TM in Clinique’s Nitti, the ™ glyph REPAIR™ TM vs ™

should be used without superscript.
Always use the “™”
The ™ glyph should be
character and do not typeset
inserted without superscript.
“T” and “M” individually.

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Layering.
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 Introducing pg 82 – pg 83

layering.

Layering with pg 84 – pg 88

Layering people.

in layouts. Layering with

products.
pg 89 – pg 94

Learn how to layer bold typography into the

composition of our photography to create even
Layering with pg 95 – pg 99

more engaging layouts.

copy.

Layering basics. pg 100 – pg 105

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 We use layering to create magical moments of high impact
through short and clear headline messaging and interactive
photography. Our usage of layering is clever and should always be
tied with type and photography that naturally works with layering,

Introducing such as beneath hair, hands, products, or heads.

Please note that images should never be individually siloed and

layering. must go through the global photo team. For questions on how
best to silo an image, please reach out to Nicolas Brissat, Director
of Graphic Services. You can also view our Image Post-Production
Guidelines to learn more.

In the following section you will learn how to use layering.

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LAYERING • INTRODUCTION STYLES

All layering styles are used only with Clinique’s Helvetica Neue headline style.
You will learn about our layering styles and how to apply them in the following pages.

Layering with people Layering with products Layering with copy

THE GRID Column Set: 12 | Outer Margin: 83px | Logo Height: 83px THE GRID Column Set: 12 | Outer Margin: 83px | Annotation Spacing: 27px THE GRID Column Set: 12 | Outer Margin: 100px | Annotation Spacing: 33px

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Layering
Whenever the grid and layout allow, headlines can interact with the
imagery, such as a model’s head, hair, or hand. On a compositional
level, the headline needs to be layered above the background and
underneath the subject.

with people. All assets are available as Photoshop .psd files with layers that can be
activated and used directly in InDesign.

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LAYERING • LAYERING WITH PEOPLE STYLES

Layering with people, left aligned Layering with people, centered

Visually connect an annotation to graphic content. Visually connect an annotation to graphic content.

For functional, information- and

copy-driven layouts.

For dynamic, short, and engaging layouts.

THE GRID Column Set: 16 | Outer Margin: 187px

Logo Height: 187px

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LAYERING • LAYERING WITH PEOPLE HOW AND WHEN TO USE THIS STYLE

Use short and Apply to empty and

dynamic headlines. clear backgrounds.

How and when

to use layering
with people.
Layering is best applied to simple layouts that
use short headlines and photography that
lends naturally to layering.

When layering with people, avoid layering in

places that detract from the headline or
obscure the models.

Use areas to silo that do

not obscure the model.

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LAYERING • LAYERING WITH PEOPLE DOS AND DON’TS DOS

DO

DO

Do be bold.
Layering helps to drive high-touch typography moments. Use layering to create bold moments of type.

Do be dynamic and interactive.

Use layering to create dynamic and interactive engagement between
people, product, and typography.

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LAYERING • LAYERING WITH PEOPLE DOS AND DON’TS DON’TS

DON’T

Do not obscure
typography.

When layering, position type to

ensure legibility – type should never
be obscured or hard to read.

DON’T

Do not use layering

with Clinique’s Nitti.

Do not use any type style

other than Clinique Helvetica’s
Neue headline style.

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 Still-life images allow for playful interaction of type and imagery.
On a compositional level, the headline needs to be layered above

Layering the background and underneath the subject.

Layering can take the form of packaging overlapping headlines,

with products. or applying transparency effects so that the headline appears through
glass elements of the product or images.

For a see-through glass effect, the overlapping glass silo layer

is generally set to 60 to 70% opacity.

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LAYERING • LAYERING WITH PRODUCTS STYLES

Layering with product, without transparency Layering with product, with transparency
Visually connect an annotation to graphic content. Visually connect an annotation to graphic content.

Layering with transparency is ideal

Layering without transparency is
for moments when the products are
ideal for moments with little copy
opaque and provide optimal
and less opaque products.
transparency for legibility.

THE GRID Column Set: 16

THE GRID Column Set: 16 | Outer Margin: 62px Outer Margin: 62px | Logo Height: 62px

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LAYERING • LAYERING WITH PRODUCTS HOW AND WHEN TO USE THIS STYLE

Use short and Use areas to silo that do not

dynamic headlines. obscure the product or the type.

How and when

to use layering Apply to

with products empty, clear

backgrounds.

without
transparency.
Layering is best applied to simple layouts that use
Use short and
short headlines and still-life photography that lend dynamic headlines.
naturally to layering.

When layering with products, avoid areas of layering

Apply to backgrounds that
that would obscure the product or typography. include products that could
lend well to siloing.

THE GRID Column Set: 16 | Outer Margin: 67px | Logo Height: 67px
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LAYERING • LAYERING WITH PRODUCTS HOW AND WHEN TO USE THIS STYLE

Apply transparency to areas

that do not obscure copy.

How and
when to use
layering with
products with
transparency.
When using transparency, avoid layering in a way that
degrades legibility of type or of the product itself.

Use short, dynamic headlines that do

not obstruct the product photography.

THE GRID Column Set: 12 | Outer Margin: 83px | Annotation Spacing: 27px
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LAYERING • LAYERING WITH PRODUCTS DOS AND DON’TS DOS

DO

Do be interactive. DO

Layering creates interactive Do be clever.

moments between product
and typography. Do use transparency in
clever moments that elevate
Use layering to emphasize product and type.
type organically in the space
and create bold moments
between type and product.

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LAYERING • LAYERING WITH PRODUCTS DOS AND DON’TS DON’TS

DON’T

DON’T
Do not clutter the
layout with type
Do not make on top of type.
copy illegible.
Avoid putting
Do not set designed type next
transparency at a to native type in
low opacity that photography. Too
makes copy illegible much type creates
or hard to read. clutter and makes
the layout visually
hard to understand.

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Layering Unlike the previous two styles, layering with copy does not use siloing.
Instead, it layers copy directly onto a photograph, but has copy visibly
hanging off either the left-hand side of the photograph or both sides of
the photograph, depending on composition.

with copy. Key to layering with copy is ensuring legibility of both the copy and the
photograph below the copy to ensure readability.

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LAYERING • LAYERING WITH COPY STYLES

Layering with copy, left aligned Layering with copy, centered

Visually connect an annotation to graphic content. Visually connect an annotation to graphic content.

Layering with copy can create

unique moments of synergy in your Ideal for short, dynamic headlines
compositions when the photography that can legibly sit over photography.
allows it.

THE GRID Column Set: 20 | Outer Margin: 50px THE GRID (EMAIL EXTRACT)
Logo Height: 50px | Annotation Spacing: 17px Column Set: 12 | Outer Margin: 100px

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LAYERING • LAYERING WITH COPY HOW AND WHEN TO USE THIS STYLE

How and when

to use layering Balance layering copy

with copy.
by applying copy to
each side of the layout.

Layering with copy is best applied to simple layouts

that use short headlines and photography that lend
naturally to having copy placed over them, such as
generally empty and clear backgrounds.
Apply to generally
Layering with copy can set the copy aligned left or empty and clear areas
of photography to layer
centered, or can align left copy on both sides of the copy over.

layout to appear centered.

Apply type where copy
is most legible.

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LAYERING • LAYERING WITH COPY DOS AND DON’TS DOS

DO

Do use layering
with copy
DO strategically.

Do layer on Layering can occur over

unobstructed several photographs as long
areas. as the copy is legible.

To ensure legibility
of copy, layer on
clean and
unobstructed areas
of backgrounds.

DO

Do place copy strategically

on top of photography.

For visual appeal and ease of

reading, align the middle of
stems and counters to hard lines.

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LAYERING • LAYERING WITH COPY DOS AND DON’TS DON’TS

DON’T
DON’T
Do not layer
Do not layer hard lines over
copy over copy. hard lines.

To ensure legibility, do For visual appeal and

not layer copy directly ease of reading, avoid
over other copy. layering stems in a
way that directly aligns
them to hard lines.

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 Layering basics.

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LAYERING BASICS • SETTING UP YOUR FILE

Setting up your file.

Follow the steps below for easy layering. Please note that all images using the “layered” technique in the global guidelines
will be available as Photoshop files on the DAM to achieve this effect in Adobe InDesign.

STEP ONE STEP TWO STEP THREE STEP FOUR

Create your base layer. This will be the Insert your headline layer above the flattened Insert the masked model/object layer directly Insert the final layer(s) of additional copy and
flattened layer of the chosen image. image layer, placing for maximum impact. above the headline layer. Adjust the headline our logo. All layers can be adjusted for the
layer as necessary for optimal layering. best composition and layering.

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LAYERING BASICS • SETTING UP YOUR FILE • INDESIGN

Setting up your file in InDesign.

Only the supplied .psd version of the image can be used. All the assets are available as Photoshop .psd files
with layers that can be activated and used directly in InDesign.

STEP ONE STEP TWO

Once the image is placed and cropped in the base layer, select the image and duplicate it Place the duplicated image in the "Masked model/object” layer and activate the "Silo"
(using the "step and repeat" tool that can be found in the "Edit" menu or by pressing layer using the “Object Layer Option" tool (which can be found in the “object" menu or
"Option+Command+U"). by right clicking the image).

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LAYERING BASICS • TRANSLATIONS

ORIGINAL MASTER LAYOUT

Troubleshooting
translations.
Design considerations.
• Maintain size and weight based on Global master layouts
• Maintain layout grid and margins
• Maintain the layering and overlap requirements (e.g., no ITALIAN TRANSLATION
more than a 1/2 character)

Design solutions.
• Slightly shift visual position and crop to maintain overlap
of text both behind and in front of key image
• If translation remains too long for layout, please diminish
the type size to best suit the space
• Always maintain language visual treatment true to the
country's spoken sensitivities. Sentences should not be Italian translation example:
broken up in a manner that would break the rhythm and/
• Headline was made slightly smaller to accommodate for legibility and layering
or render the sentence incomprehensible to native
• Fits within layout grid
speakers
• Layering of type is maintained
• The main visual has been moved to to the left in order to maintain layering, word break and spacing

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LAYERING BASICS • TRANSLATIONS

ORIGINAL MASTER LAYOUT

Troubleshooting
translations. ITALIAN TRANSLATION

Italian translation example:

• Headline was made slightly smaller to accommodate
legibility and layering
• Fits within layout grid
• The main visual has been slightly scaled down and
cropped to the right in order to maintain layering and
legibility

A NOTE ABOUT TRANSLATIONS

When all design solves fail, the problem might lay in the translation. If the
translation requires long, tech-heavy words and awkward phrasing, try to
shorten it and match the original layout by instead capturing the spirit of the
headline in the local language, using short, impactful words and taut
sentences to the greatest degree possible.

THE GRID Column Set: 16 | Outer Margin: 187px | Logo Height: 187px

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LAYERING BASICS • TRANSLATIONS DOS AND DON’TS

DON’T DON’T

Translation
don’ts.
Avoid mistakes with these best practices.

Do not let the translated copy run too large or Do not break the sentences in a manner that
too small on the layout. would break the rhythm and/or render the
sentence incomprehensible to native
Layout and legibility issues might come up if the speakers.
translated headline type treatment and layout are
not set properly. Always maintain language visual treatment true to
country’s spoken sensitivities.

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Annotations.
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106
 Introduction to styles. pg 108

1-Line annotation style. pg 109 – pg 116

Annotations
in layouts. Labels style. pg 117 – pg 123

Annotations are applied to scientific moments to Tables style. pg 124 – pg 130

help heighten their sense of efficacy through

visualization. They can be used to draw the eye,
create consistency and hierarchy, and to provide
organic structure to copy.
Square frame style. pg 131 – pg 136

General rules. pg 137 – pg 140

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ANNOTATIONS • STYLES
1-Line annotation Labels

Annotation
styles.
Our annotation styles draw inspiration
Tables Square frames
from traditional dermatological and
scientific visuals and bring our content to
life in clever and clear ways.

They are broken up into four unique styles.

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 This annotation style uses 1 line to directly tie an annotation to a piece

1-Line of content, such as product photography or ingredient photography,

and is inspired by the natural forms of organic chemistry.

The 1-line annotation can be set horizontally or vertically depending on

annotation. content and layout and can be used to annotate different areas within
one layout.

This style can be paired only with Clinique’s Nitti.

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ANNOTATIONS • 1-LINE ANNOTATION STYLES

Horizontal 1-line annotation Vertical 1-line annotation

Visually connect an annotation to graphic content. Visually connect an annotation to graphic content.

The vertical 1-line annotation is ideal

The horizontal 1-line annotation is
for calling out fine details or using as
ideal for calling out fine details.
multiple call outs across layouts.

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ANNOTATIONS • 1-LINE ANNOTATION LINE LENGTH AND ALIGNMENT

1-line horizontal annotation with direct visual connection

Annotation lines should left align to

the start of the copy, but may extend
to the piece of content to which the
annotation is connected.

Line length 1-line vertical annotation with direct visual connection

and alignment. Annotation lines should top align to

the top of the copy, but may extend
to the piece of content to which the
Line lengths and alignments should visually connect annotation is connected.
copy to graphic assets and should do so in a
consistent way across all layouts.

1-line vertical annotation without direct visual connection

If the annotation line is not directly

connecting to a piece of content, it
should align to the top and bottom
of the copy.

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ANNOTATIONS • 1-LINE ANNOTATION LINE DISTANCE

Annotation lines should end before connecting imagery.

DO

Whether connecting with a product,

a person, or any related imagery, the
annotation line should end slightly

Line distance before the connecting image.

from connected
imagery. Annotation lines should not overlap with connecting imagery.
1-line annotations should always end before
connecting with its associated visual.

DON’T

Do not connect overlap annotation

lines with connecting imagery.

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ANNOTATIONS • 1-LINE ANNOTATION EXAMPLES HORIZONTAL

The 1-line annotation directly connects an annotation to a graphic.

1-line annotations can contain multiple lines of copy. 1-line annotations can contain multiple lines of copy.

THE GRID Column Set: 20 | Outer Margin: 150px | Annotation Spacing: 50px THE GRID Column Set: 16 | Outer Margin: 67px | Logo Height: 67px | Annotation Spacing: 23px THE GRID Column Set: 20 | Outer Margin: 150px | Annotation Spacing: 17px

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ANNOTATIONS • 1-LINE ANNOTATION EXAMPLES VERTICAL

Multiple annotations can be used across the same layout to help

connect annotations directly to graphic(s).
1-line annotations can contain
1-line vertical annotations are perfect for moments when calling
different sizes of Clinique’s Nitti
out an object that would not work with a horizontal line.
depending on content.

THE GRID (EMAIL EXTRACT) Column Set: 12 | Outer Margin: 100px | Annotation Spacing: 33px THE GRID Column Set: 12 | Outer Margin: 166px
Annotation Spacing: 55px

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ANNOTATIONS • 1-LINE ANNOTATION DOS AND DON’TS DOS

DO

DO

Do directly tie an
annotation to a
visual.

1-line annotations
create visual
connections from
visuals to copy.

Do use Clinique’s Nitti type styles.

While other annotation styles do use Clinique’s Helvetica Neue, the 1-line annotation
style can only be paired with Clinique’s Nitti.

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ANNOTATIONS • 1-LINE ANNOTATION DOS AND DON’TS DON’TS

DON’T

Do not make annotation

line(s) diagonal.

Annotation lines across all

DON’T styles can only be set
vertically or horizontally.

Do not attach
annotation line(s)
to headlines.

1-line annotations are

meant to work simply as
annotations and should
not be set as headlines.
DON’T

Do not use Clinique’s

Helvetica Neue type styles.

While other annotation styles

do use Clinique’s Helvetica
Neue, 1-line annotations can
only be set in Clinique’s Nitti.

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 We use two label styles. Both styles bring a sense of efficaciousness

Labels. through their clinical, Rx-style visuals and application.

Neither style can be adjusted and must be used as they occur here and
they cannot be together in the same layout.

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ANNOTATIONS • LABELS STYLES

Product benefit label Lab label

Create a dynamic headline style for product photography.
Create a clear hierarchy for product benefits.

The product benefit label is used

in retail environments and
The lab label is only paired with
organically structures ingredients
product photography and creates
and product name in a visually
visual storytelling and intrigue in its
clinical copy setting.
clinical look.
PLEASE NOTE: The product
It is ideal for product photography that
benefit label is currently used in
has a lot of white space around the
two ways — with and without the
actual product shots and for shorter,
top line. Depending on context,
clever copy.
layout, and imagery, there are
instances where you will not need
to add the top line.

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ANNOTATIONS • LABELS LINE LENGTH AND ALIGNMENT

Line length on a product benefit label.

Line length may extend beyond the copy

to ensure it is fully enveloping all copy.
Each line must be the same length.

Line length
and alignment.
Line length on a lab label.
Label lines should left align to the start of the copy,
but may extend outward to create the label form.

Line length may extend beyond the copy

to ensure it is fully enveloping all copy.
Each line must be the same length.

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ANNOTATIONS • LABELS EXAMPLES PRODUCT BENEFIT LABEL

The product ingredient label can be applied to The product ingredient label can list several
its native retail environment. products under the benefits if attached to a
multi-product line.

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ANNOTATIONS • LABELS EXAMPLES LAB LABEL

COLOR The lab label can be applied to

any area of the layout, as long

CORRECT
as it does not go beyond the
layout’s outer margin.

THE GRID Column Set: 20 | Outer Margin: 150px | Logo height: 150px | Annotation Spacing: 50px THE GRID Column Set: 20 | Outer Margin: 30px | Logo Height: 30px | Annotation Spacing: 10px

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ANNOTATIONS • LABELS DOS AND DON’TS DOS

DO

Do use only with product

photography that has plenty
DO of space around the product.

Do use only with copy. To ensure legibility and fidelity

of our fine lines, ensure that
While other annotation styles the product photography used
allow the use of imagery – has plenty of space around it
such as iconography – labels to easily apply labels to
cannot be paired with imagery. without overlapping.

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ANNOTATIONS • LABELS DOS AND DON’TS DON’TS

DON’T DON’T DON’T

Do not change the orientation of labels. Do not pair labels with imagery. Do not deviate from pre-set label styles.
Do not make the lab label’s copy horizontal with vertical lines. While other annotation styles do allow imagery, labels cannot Do not change the position of copy, the position of lines, or
be paired with any imagery. the predetermined type styles of labels.

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 Inspired by product labels and charts, tables provide hierarchy to

Tables.
content with layered information.

While this annotation style is fairly flexible, each table style should
chunk content based on information type and should maintain
consistency across the information types and type styles.

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ANNOTATIONS • TABLES STYLES

List table Timeline table

Create easy-to-read vertical informational sets or infographics. Create easy-to-read vertical informational sets, timelines, or infographics.

List tables explain content from top Timeline tables plot content from left to
to bottom and separate levels of right and separate levels of information
information using lines. using lines.

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ANNOTATIONS • TABLES LINE LENGTH AND ALIGNMENT

Line length on list tables.

Table lines should left align to the

start of the copy, but may extend
outward to envelop all table content.

Line length
Line length on timeline tables.
and alignment.
Depending on table style, line length and alignment
generally rely on copy length and graphics placements.

The starting timeline table line should left align to the start of the copy, but the horizontal
line may extend outward to envelop all table content.

If there are descending timeline table lines, they should align to the bottom of the first line
of the copy.

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ANNOTATIONS • TABLES EXAMPLES LIST TABLE

List tables group related content in clear and readable groupings.

List tables help to stack related content clearly and legibly. List tables provide narrative and visual hierarchy to content that List tables group content in a meaningful and clear way.
They can also provide titles for list sections. has multiple layers of information.

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ANNOTATIONS • TABLES EXAMPLES TIMELINE TABLE

Timeline tables can be applied to “timelines” such as before Timeline tables provide structure to related content across a Timeline tables can be used to show step-by-step
and after photography. series of connected content by breaking it up into sections. processes from left to right.

Timeline tables take

readers on a journey
across multiple layers
of content in a clear
and legible way.

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ANNOTATIONS • TABLES DOS AND DON’TS DOS

DO
DO

Do group content to Do use the same

help readability. consistent type styles.

Use tables to separate Tables help to bring

dense information and consistency across
bolster readability content and infographics.
through chunking Each “level” of information
content. should be set uniformly (as
seen in this example).

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ANNOTATIONS • TABLES DOS AND DON’TS DON’TS

DON’T

Do not apply type inconsistently across

levels of information.

In order to ensure legibility and readability,

tables should be set meaningfully, always
chunking content in the same type styles
and using repetition across the information
being dispersed.

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Square Square frames build content blocks using squares that
can be placed independently or be nested together to

frames. organize content inside of content.

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ANNOTATIONS • SQUARE FRAMES STYLES

Periodic frame Elements frame

Frames act as decorative elements, with the periodic frame being for headlines and Frames act as decorative elements, with the elements frame being for a single, standout
additional structured content. Periodic frames evoke traditional scientific visual cues. headline. Elements frames evoke the large, elemental coding of periodic tables.

Periodic frames use a square frame

to add emphasis to a headline and to
provide an editorial, structured form Elements frames use a square frame to
to multiple lines of content. provide emphasis to compact, copy-
heavy information.
They are always formatted with the
headline top left aligned with They are always formatted with the
supplement copy bottom left headline bottom left aligned.
aligned.
They may include a descriptor at the
They should include shorter copy top left, such as a Call Out or a Price.
such as a Call to Action, Price, or
Call Out.

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ANNOTATIONS • SQUARE FRAMES EXAMPLES PERIODIC FRAME

Periodic frames can be Periodic frames can

used to add emphasis to be used to add
photography with emphasis to product
headlines. headlines.

Multiple single frames can be

used across one layout.

NOTE: Please ensure

type is legible if this
application is used.

NOTE: If using this

periodic frame as a
headline treatment
across several sequential
risers, the box should be
exactly the same size in
all instances.

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ANNOTATIONS • SQUARE FRAMES EXAMPLES ELEMENTS FRAME

Elements frames
can directly
overlap the
product, step, or
ingredient(s) to
which they refer.

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ANNOTATIONS • SQUARE FRAMES DOS AND DON’TS DOS

DO

DO

Do use the square

frame decoratively to
separate copy from
visuals.

Unlike other annotation

styles, the square frame is
meant to be editorial and
used in decorative ways
to make headlines pop
even more.

Do use the elements frame to separate content.

The elements frame works best to both chunk content within the frame and then separate
content across an environment, particularly within in-store applications.

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ANNOTATIONS • SQUARE FRAMES DOS AND DON’TS DON’TS

DON’T DON’T DON’T

Do not deviate from type styles. Do not stack square frames. Do not change square frame hierarchy.
Don’t use a non-headline type style as the primary copy in a Don’t place square frames too close to each Don’t change the hierarchy or type styles of square frames.
periodic frame. Only Clinique’s Helvetica Neue can be used as other. They should be placed in a way that is both
a headline. consistent and easy to read.

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 General
annotation rules.

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ANNOTATION GENERAL RULES • LINE WEIGHT

.5 pixels/points — Small format applications

Used in special instances of

Weight(s) of small applications, such as:

· Banner ads

annotation lines.
Annotation lines should be fine, but legible. 1 pixel/point — General application

Due to the nature of our brand, our assets span The most generally used weight,
small and large format applications and line weight applied in, but not limited to:
may vary dramatically between a digital banner ad · Social, print
and a billboard.

While this section provides a framework for

annotation weights, please use your best judgment 3 pixels/points — Large format application
to ensure fine, but legible line weights.
Used in special instances of
large applications, such as:

· Lightboxes, OOH

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ANNOTATION GENERAL RULES • SPACING BETWEEN LINES AND COPY

Spacing between the

annotation lines and copy.
Spacing may vary between applications, but the recommended spacing is ÷4 the column set for large
content (3000px width and over) and ÷3 the column set for small content (3000px width and under).

FOR EXAMPLE: LIGHTBOX

LARGER CONTENT
3000PX WIDTH AND OVER
(OUTER MARGIN ÷4)

Ratio: 1:1 (4320x4320px)

Recommended column set: 16

Divide the 4320px width of the asset by the

column set’s 16 for a 270px outer margin.

Divide the outer margin’s 270px by 4 for 67.5px

(round down to 67px) annotation spacing.

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ANNOTATION GENERAL RULES • SPACING BETWEEN LINES AND COPY

Spacing between the

annotation lines and copy.
Spacing may vary between applications, but the recommended spacing is ÷4 the column set for large
content (3000px width and over) and ÷3 the column set for small content (3000px width and under).

FOR EXAMPLE: INSTAGRAM POST

SMALLER CONTENT
3000PX WIDTH AND UNDER
(OUTER MARGIN ÷3)

Ratio: 1:1 (1080x1080px)

Recommended column set: 16

Divide the 1080px width of the asset by the

column set’s 16 for 67.5px. Round 67.5 down to
create a 67px base grid.

Divide the 67px outer margin by 3 for 23.3px

(round down to 23px) annotation spacing.

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Color.
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 Color in Clinique Green. pg 143 – pg 146

layouts.
While Clinique Green is our brand’s most
prominent color, it must be applied
Black, grey, pg 147 – pg 152

and white.
infrequently and with the highest
consideration for brand awareness.

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Clinique Clinique Green can be applied only to brand-specific
moments that are not tied directly to product.

Green in It is best used naturally within photography or in type-

driven layouts. Avoid using Clinique Green in moments of

layouts. high-color contrast.

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COLOR • CLINIQUE GREEN ACCESSIBILITY

Black type on Clinique Green Ratio: 13.8:1

Normal Text Pass

Combination
Large Text Pass

Graphical & Interface Pass

Avoid pairing Clinique Green with

inaccessible color combinations. White type on Clinique Green Ratio: 1.52:1

In order to comply with the accessibility Normal Text Fail

Combination
standards outlined in the WCAG 2.0 for
Large Text Fail
foreground and background colors
combinations, Clinique Green cannot be Graphical & Interface Fail
paired with inaccessible color combinations
that would limit legibility to viewers.
Clinique Green type on black Ratio: 13.79:1
In accordance with WCAG 2.0 standards,
we aim to reach a contrast ratio of 3.0 for
AA Large, 4.5 for AA, and 7.0 for AAA, and Normal Text Pass
Combination
define the categories of accessibility across Large Text Pass
Normal Text, Large Text, and Graphical
Objects and User Interface Components. Graphical & Interface Pass

Clinique Green type on white Ratio: 1.52:1

Normal Text Fail

Combination
Large Text Fail

Graphical & Interface Fail

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COLOR • CLINIQUE GREEN DOS AND DON’TS DOS

DO
DO
Do use Clinique
Do use photography Green in non-
that naturally involves product layouts to
Clinique Green. drive brand equity.

Clinique Green works Clinique Green can be used

well in natural as the background of
moments, such as layouts that are not
the backgrounds of connected to products.
photography.
On clinique.com, this
should be extremely limited
where multiple assets often
live together.

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COLOR • CLINIQUE GREEN DOS AND DON’TS DON’TS

DON’T

Do not use Clinique

Green in product- DON’T
focused layouts.

Avoid using Clinique Do not pair Clinique Green

Green in layouts that do with uncomplimentary color
not raise brand equity combinations.
(i.e., may be tied to a
Avoid parking Clinique Green
product).
with uncomplimentary color
combinations such as pinks,
yellows, and oranges.

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Black, Our primary palette — black, grey, and white — are
integral to the identity and equity of our brand.

In layouts, white is used in both design and photography

grey, and as a background color.

Grey is used as a photographic background color.

white. Black works across type and annotations, but should

never be used as a full-flood background color.

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COLOR • BLACK, GREY, AND WHITE DOS AND DON’TS DOS: BLACK

DO Do use black type. DO Do flood with black in small surface areas.

Black type is our signature look and should be used with Black works best as a flood in small surface areas, such as Buttons
gusto in layouts. or Calls To Action.

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COLOR • BLACK, GREY, AND WHITE DOS AND DON’TS DOS: GREY

DO

Do use grey as a natural color in photography as a

full-flood background.*

Grey works best when used as the natural background

of photography, including photography containing
products, people, or ingredients.

* Please note that grey can be photo edited into the

background of photography.

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COLOR • BLACK, GREY, AND WHITE DOS AND DON’TS DON’TS: GREY

DON’T

Do not use grey as a full-flood

background color in designed layouts.

Grey should never be used as a full-flood

or small surface area flood in designed
layouts. Using grey as a primary color in
layouts leaves the layout looking
unfinished and unbranded.

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COLOR • BLACK, GREY, AND WHITE DOS AND DON’TS DOS: WHITE

DO

Do use white backgrounds.

Do use white as a full-flood

background in layouts.
DO

Do use white
backgrounds.

White can also be used as

a full-flood photographic
background in layouts.*

DO * Please note that white

can be photo edited into
Do use white type when the background of
accessible. photography.

Do use white type on top

of photography as long
as it is legible.

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COLOR • BLACK, GREY, AND WHITE DOS AND DON’TS DON’TS: WHITE

DON’T

Do not use white type on Clinique Green

or in other inaccessible color
combinations.

Using white type on Clinique Green is an

inaccessible color combination. Do not use
white type on any inaccessible color
combination, including photography where
Step 2 – Apply in a the contrast ratio is not high enough.

circular rotation.

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Templates.
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TEMPLATES • HOW TO ACCESS THE FOUNDATION

It’s easy to find

our global layout
templates.
All templates referenced in this document from a
global level – particularly for digital content – can be
found and downloaded on The Foundation.

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 DISTRIBUTED V2 DECEMBER 2022

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