AMY SKIN

Primary logo — mark + wordmark

File: assets/img/logo-e.svg — transparent background. The droplet-A mark is always Champagne Gold #C9A86A; the wordmark is dark — use this file on light ground only (white or cream panels, light packaging). The wordmark is a custom-drawn logotype, not a stock font: hand-tuned letterforms built from a high-contrast serif skeleton — the “A” has a taller, sharper apex and an arched crossbar echoing the droplet mark, M / Y / S / K / I / N are individually weighted and proportioned, and every letter pair is kerned by hand (AM, MY, SK, KI, IN). It is converted to paths — never re-typeset it; always use the file.

Colours — six

Rule: the wordmark appears only as the dark wordmark on light ground (file assets/img/logo-e.svg) or in Cream White #F5EFE6 (reversed file assets/img/logo-e-rev.svg) on black. The mark is always Champagne Gold #C9A86A. Never pink, never any other colour, never on a busy background. The product, its formula and its packaging carry colour; the logo stays in these six.

Gold hairline: rgba(201,168,106,.25) — 1 px. Use it for card borders, section dividers and button outlines on black. It is the only gold line weight; never use a heavier gold rule for body dividers.

Fonts

Headings use Cormorant Garamond Light 300, loaded from Google Fonts; the self-hosted assets/fonts/cormorant-garamond-500.woff2 and -600.woff2 files cover other weights on other pages. The wordmark in the logo files is custom-drawn and converted to paths, so it renders identically everywhere, including print proofs — it must never be re-typeset from the font.

Clear space & minimum size

Clear space: keep one cap-height “x” empty on all four sides of the logo, where x = the height of the capital “A”. Nothing — no text, no rule, no image edge — enters the clear space.

x = cap height of “A” — on all sides

Minimum size: 20 mm wide in print / 100 px wide on screen, for both the primary and the stacked variant. The mark alone may be used down to 16 px (favicon, bottle cap). Never use the wordmark below minimum size.

Size scale (digital): ✕ 60 px — too small, do not use (use the mark alone)

Horizontal, reversed, stacked & mark

Primary — horizontal lockup

File: assets/img/logo-e.svg. Gold mark + dark wordmark on light ground, one lockup.

Reversed

File: assets/img/logo-e-rev.svg — Cream White #F5EFE6 wordmark, gold mark, for #0A0908 backgrounds, dark packs and dark boxes only. Never use the reversed file on a light background.

When to use which: use the reversed file on black only — website header and footer, black hero and CTA areas, black packaging, dark boxes. Use the primary file on light ground only — white or cream panels, light packaging, print on light stock. Clear space (one cap-height “x” on all sides) and minimum size (20 mm in print / 100 px on screen) are the same for both versions.

Stacked variant — for narrow packaging

File: assets/img/logo-e-narrow.svg — mark above the wordmark, for pack faces narrower than 90 mm, i.e. tubes and sheet-mask pouches. Everywhere else, use the primary version. Never squeeze or stretch the primary version to fit.

The mark alone

File: assets/img/mark.svg (gold) and assets/img/mark-navy.svg (single-colour dark). The droplet that reads as an “A”. Use it alone for favicon, social avatars, bottle caps and seals — anywhere the full wordmark is too small. The gold mark is the default; the dark single-colour mark is for single-colour printing on light ground only — never on black.

Do: one lockup only · keep clear space · use the stacked variant on narrow packs · use reversed on black · use the mark alone at small sizes. Do not: recolour the mark · re-space or re-typeset the wordmark · stretch, outline or shadow the logo · add another motif · add pink · place it on a busy background · use the wordmark below minimum size.

The brand on every pack

Product renders — your brand name printed on the pack, straight, complete, never cropped. Stacked variant on tubes and mask pouches, primary lockup everywhere else. The 12 renders below are examples — 34 featured formulas from a library of 10,000+. See all 34 featured formulas →

Label rule: the brand name is the only brand mark on the pack. Product name, format and size go below it in small letterspaced capitals (secondary #B8B0A4 on dark ground). No other brand, no Chinese text on packaging.

Website colour scheme (from this VI)

--ink: #0A0908;    /* hero black — header, hero, CTA, large dark areas */
--gold: #C9A86A;     /* accent — mark, hairlines, buttons on black */
--bg: #0D0B09;       /* page black background */
--card: #181310;     /* cards & panels on black */
--text: #F5EFE6;     /* cream white — primary text on black */
--muted: #B8B0A4;    /* secondary text on black */
--line: rgba(201,168,106,.25); /* gold hairline — card borders, dividers, button outlines */

Header, hero and closing CTA are #0A0908 with the reversed (Cream White) logo — the black is used boldly, in large dark areas, so Cream White and Gold read as real contrast against it. Primary buttons on black use a vertical metallic gold gradient (#D8BC7E → #C9A86A) with black text; ghost buttons are transparent with a gold hairline border rgba(201,168,106,.25) and Cream White text; links are Champagne Gold #C9A86A. Headings are Cormorant Garamond Light 300 in Cream White #F5EFE6; body text is Arial / Helvetica in Cream White #F5EFE6 at 16 px / 1.75; secondary text in #B8B0A4. Product cards keep their cream ground with a gold hairline border, so product photos stay exactly as shot. The WhatsApp button keeps WhatsApp green — it is a functional channel button, not a brand colour.

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Logo files

The previous logo (Direction E, spaced sans-serif) is archived at assets/brand/archive-logo-e/ and is no longer in use. Contact: WhatsApp +86 189 2882 3858 · info@amyskinoem.com · Download the VI standard kit →