Brand Guidelines

01. Brand Foundation

Lou & Anne Marie

Rubino

Founder Story

In 2013, a mother of twins, Special Education teacher and life coach to families of autistic kids, found herself at a crossroads. She was newly single after a 20-year marriage, trying to figure out who she was now, and chart a new course for her life. Around this time, her brother invited her to try a tattoo removal class with him. Which sounds pretty random. Except that this brother was body art maestro and creator of World Famous Tattoo Ink, Lou Rubino. She said, “Sure.”

Now this wasn’t Anne Marie’s only ink link. Her father was Tattoo Lou, a legendary New York tattoo artist, back in the day when it was a tough-guy business. The siblings used to do their homework in their dad’s studio while he worked. They practically grew up in it.

Anne Marie completed her class and opened a spa with Lou when she was introduced to Permanent Makeup. Her intense passion for learning drove her to explore course after course, to perferct her art. Through all of it, one thing stumped her – and that was the particular behavior of the color she used. She thought it might be her technique. But when she brought it to Lou, they realized it was the ink. Lou said, “It doesn’t have to be this way!”

And Perma Blend was born. Anne Marie and Lou took it upon themselves to formulate the perfect pigment. Lou’s tattoo ink development and manufacturing quality has created new industry standards for tattoo artists, and Anne Marie has been so proud to bring that same standard to the world of permanent makeup.

Today, Perma Blend not only provides artists with inks that empower them to bring their true visions to life, but champions a thriving community of PMU educators, mentors and artists of varying levels of experience to share and grow as a brand together.

02. Brand Pillars

Performance

Elevate Performance

We are artist-driven and color-obsessed. So we create pigments that perform to enhance and improve your craft. Because bringing your one-of-a-kind vision to life is only possible with products that live up to your talent. That drive to perfectly produce the transformation you see in your mind’s eye and the excitement of achieving it – we get it! And we’re right there with you. We fuel that drive with better ingredients, more shade options and highly-concentrated, true-to-color pigments that deliver longer lasting results.

Our goal is to empower every artist to feel confident in creating their vision. So you can be true to your art.

Innovation

Innovate to Evolve

We are an ever-evolving brand. We constantly push to improve our products and the science of permanent makeup. We follow FDA GMP* and further innovated to meet Europe’s REACH regulations. In the US we have ISO 13485 medical device level certification to ensure the highest level of quality and safety before, during, and after the permanent makeup process. Today, we continue to reinvent the industry standard to make unmatched quality and innovation accessible to you. It matters, that as an artist, you feel great about what you’re working with. So you can be true to your clients.

* Good Manufacturing Practice

Inspiration

Innovate to Inspire

As a brand, our learning never stops. The community we’ve built around our craft is one we’ve always been a part of. Their feedback is what inspires us to keep growing and improving. We aim to return the favor by sharing what we learn and nurturing their talent, providing a robust library of resources from how-to’s, to product showcases and more. We keep our video content fresh and helpful for all PMU artists, from beginners to pros. 

We’re here to inspire every artist to succeed in getting as far as they desire to be. So with their vision for transformation, they can be true to themselves.

03. Tone of Voice

We Are

Our tone is casual because we’re speaking as an artist to an artist. We may be veterans leading an industry, but we started our business as dreamers.

Plainspoken

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No airs. No flourishes. Whether we’re talking about the art or the science of PMU, we like being direct, matter-of-fact and easy to understand.

Confident

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Ours comes from having generations of experience in our craft and being firmly rooted in science. 

Fun

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We love what we do which makes 

us happy, friendly, welcoming of community and fun to be around. 

Brand Personality

Voice

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 Enthusiastic, savvy peer.

Supportive mentor.

Confident, friendly guide.

Tone

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We are artistic but not artsy.

We are fun but not goofy.

We mentor without preaching.

We engage without pushing.

We speak as peers, not from pedestals.

Personality

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We’re artist-driven and artist-inspired.

We’re go-getters, eager to learn, do, and

create more.

We are authentic and down-to-earth.

We’re all about our craft.

We’re excited to share what we learn.

We thrive with community.

We value family – at home and at work.

We stay generous with our knowledge.

04. Logo System

The Logo

Always use the single line version of the logo. The Perma Blend brandmark must be uniform throughout all of its applications. The graphic integrity of Perma Blend and identity elements are governed by the consistent use of established standards and observed in all communications

with our vendors, affiliates, and the general public. 

The only variation to the Perma Blend brandmark is a stacked variation. This variation adheres to the same best practices and should be used to accomplish the same brand message. The stacked treatment allows the Perma Blend logo to be modular and responsive to ensure brand recognition in scalable applications, or where space may be a constrained. 

Alterations to the Perma Blend brandmark are prohibited. The logo must always be displayed at a large enough size to be read clearly.

Brandmark 

Palette

PANTONE COLORS

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GRAY PMS 426 C

ARANCIONE PMS 7417 C

CITRUS PMS 715 C

This pallete is inspired by the core values and aspirational tenets of the Perma Blend brand. Pantone 426 C (Grey) is the principal tone for the Perma Blend logo in print on packaging and on marketing materials. It imbues a sense of richness and elegance to the mark.

The Perma Blend logo may also appear in Pantone 7417 C (Arancione) or White for marketing purposes. Product specific deviations to this color key are package specific and are subject to change. Stay within brand guidelines to ensure consistency.

Minimum Size

To protect legibility of the brandmark, the recommended minimum size should not be less than 1" in width for Print  (.75" w for the stacked verion of the logo), and  100 pixles in width for web/digital (55 px for the stacked version of the logo).

Clear Space

To ensure the Perma Blend brandmark is clearly registered by the audience, it should always be surrounded by a minimum area of space.

A margin of clear space equivalent to the height of the "P" is drawn around the logo to create the invisible boundary of the area of isolation.

Use on Images

These examples show how to use the brandmark on top of an image. It is important to protect the legibility of the brandmark. Do not use images that are too high in contrast or images that are too busy. If the brandmark does not stand out, revisit the image selection, the overall design, and / or the positioning of the brandmark over the image.

The brandmark can only appear in White, Black or Pantone Grey 426 when on top of an image. 

Brandmark Dont's

When using the Perma Blend brandmark, do not modify the logo in any way and be mindful of background colors. Demonstrated here are examples of forbidden modifications. 

05. Color

Bubble Gum

PMS 177 C

C:0 M:50 Y:45 K:0

R:255 G:128 B:139

HEX #FF808B

Black

PMS Black C

C:0 M:0 Y:0 K:0

R:0 G:0 B:0

HEX #000000

DISTRIBUTION OF BRAND COLORS

Gradients

Gradients evoke mood and add dimension to static messaging.

It is vital to limit gradient transitions to these seven combinations of colors as it solidifies the brand message and consisitency.

Color

Grounds

Mixed ink backgrounds are the perfect backdrop to convey material and saturation quality. When paired with copy and pdp images they add an exciting pop of color to the composition.

Use a maximum of 3 colors when creating these grounds.

06. Typography

Ivy Presto

Display Type

Ivy Presto is the work horse font for short  headlines, 

wild postings and in-store signage to capture attention 

and provoke the marketing call-to-action.

It should be set in large size in relation to the 

boundaries of the composition.

Ivy Presto Italic 

Use Ivy Presto Italic to accent or call attention to  

key words, headings, titles and call-outs. 

The typeface style should be used as an accent 

to Ivy Presto and as display copy.

Forma

Body copy, sub head, 

and small type

Forma is the primary font for use on all communications 

and materials from Perma Blend. Use Forma for any body 

copy, sub-head and footnote texts.

Body copy texts should be set in sentence case Forma 

Text Regular. Forma is the primary font for body copy. 

Sub-head texts should be set in all caps Forma Micro Light.  

Body Copy and Sub-head texts should appear no smaller than 

8pt in print to ensure legibility.

Footnote, Product Bullet Points, and How-to-Use texts should 

be set in Forma Micro Bold and appear no smaller than 6pt in print. 

Forma Micro Bold is useful when you want to emphasize 

a certain word, phrase, or link.

Forma Italic

Use Forma Italic to accent or call attention to key words within 

sub-head, body copy, and small type. Use the typeface style as an 

accent to Forma but not independent of supportimg texts 

or display copy.

07. Photography

08. Social

Before & After

Instagram

Each category: Brows, Eye, Lip and Scalp, is connected 

with a specific gradient color. Adhere to these guidelines 

and do not change the associated gradients. This will help 

to create a visual code and will make it easy to spot each 

category while scrolling.

Below are creative treatments for the various categories. 

Brand Questions?

Marissa Berrini 

Director of Marketing 

marissa.berrini@worldfamoustattooink.com

Lauren Wilson

Creative Director

lauren.wilson@permablend.com