NYXBrand Book

NYX
brandbook
1
EXISTING
BRAND
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 recent-
ly partnered with Coachella offering festival
looks at their pop-up stand at the wildly fa-
mous festival.
The brand is well known but needs thier own

makeover to stand up next to growing beauty
brands with new standards.
2
ONWARD &
UPWARD
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.
3
WE
ARE
youthful childish
clean sterile
joyful ingenuine
contemporary pretentious
expressive without being overwrought
sophisticated unattainable
daring pompous
human weak
beautiful traditional
4
A MOOD
5
BRANDMARK
6
IDEA
MACHINE
7
CONCEPTS
BLOOMS BY MOONLIGHT
The third conceptual direction blends the natural with sleek. The
Queen of the Night is the flower which blooms under the stars. This
logo depicts a flower who comes alive at night. Not unlike the way
our customers feel when they put on our transformative cosmetics line.
AMONG THE STARS
You sparkle and shine. You’re are a star! Nyx Cosmetics is dedicated
to bringing out the shine in each person who wears our products.
This conceptual direction would touch directly on the otherworldly nyx
feeling you get when you transform into something greater in Nyx.
GODDESS IN YOUR OWN RIGHT
According to Greek mythology, Nyx is the goddess of the night. This

direction would bring out the god or goddess in whomever wears
our product. Not only will you feel otherworldly but you might be
mistaken for a piece of fine art too.
8
ONE,
TWO,
icon
THREE
square brandmark
ICON
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.
SQUARE BRANDMARK
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.
full brandmark
FULL BRANDMARK
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.
10
MAKEUP
YOUR MIND
non-specific eyes lips face
11
GIVE ME
SPACE
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.
12
BOXED
IN
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.
13
BRAND
ELEMENTS
14
WHAT THE
FONT
NYX MONTSERRAT
COSMETICS BOLD
coachella partnership medium montserrat italic
On March 6, 2019, NYX announced their first montserrat regular

exclusive cosmetics sponsorship of the 2019
Coachella Valley Music and Arts Festival. The
partnership will provide guests access to
innovative digital beauty experiences on the
festival grounds, ranging from an interactive
beauty bar and touch up area fully equipped
with glitter makeup and a glitter fountain, to
a massive lip and tongue.
15
COLOR ME
PRETTY
logo color hex values
#d18a3d
master
brand
#040430
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 lips #d5bdb1
the company as a whole. #f40b3d
There are different palettes for the
three designations we create makeup
for; lips, eyes, and face. eyes #8d5843
#3d64f2
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. face
#d2ad37
The metallic inspired color pallete is #a6f4c2
paired with contemporary pops of color.
16
SECONDARY
BRAND ELEMENTS
As an added element of interest, constellations can play

with the logotype. The constellation graphics can be found
throughout the brand as a practical or decorative element.
Lines from star to star interact with type to lead the customer
eye to the product and add a contemporary feel to the brand.
17
PHOTOGRAPHY
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.
18
PACKAGING
19
Face Makeup
20
21
22
PRINT
23
Brand Application (3x Print)
24
25
DIGITAL
26
27
28
29
ADVERTISEMENTS
30
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.
31
32
33
THANK
YOU
34

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NYX

NYX’s current brand doesn’t have a real voice

The brand is well known but needs thier own

NYX is a cosmetics brand without a real

AMONG THE STARS

GODDESS IN YOUR OWN RIGHT

According to Greek mythology, Nyx is the goddess of the night. This

The icon should be used on social platforms and print

This version of the brandmark can be used in cases

This mark is intended to be used on packaging and

non-specific eyes lips face

The clarity and the legibility of the mark is integral in

Nothing should touch or overlap the mark. In addition, the

This space allows for a clear and consistent mark no matter

Both the full brandmark and the logotype

The letters in NYX can be moved throughout

The logotype can be used with secondary brand

On March 6, 2019, NYX announced their first montserrat regular

When using color refer to this guide.

As an added element of interest, constellations can play

Photography should be clean, minimal, and provoking. Images

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