Brand Philosophy

The Functional & Expressive Spectrum

Our brand philosophy is that we want to empower YOU to create engaging assets that you feel proud to share with others. How? We give you the tools to succeed—the foundational elements, such as color, imagery guidelines, and voice principles. And then you use your creative mojo to bring the Nu Skin brand to life! But, just how creative can you be?

Our functional and expressive spectrum is here to help with that. This spectrum helps you decide how you can best connect with (and appeal to!) your diverse audiences—from shareholders to sales leaders to product lovers, and so on. When you create assets for product lovers (or consumers), you might be more expressive in your design. But for shareholders or news outlets, you’re going to be more functional, more corporate, and more reserved.

Once you know how expressive you can be in the asset you’re creating, use our Fixed, Flexible, and Free approach to determine what you can change—and what should stay the same.

Make sense? But here’s a question we get: Has the Nu Skin brand changed much over the last decade?

It has. We went from what we lovingly refer to as our traditional “Nu Skin blue” brand to one that focuses on a functional to expressive approach, where we have more flexibility in the colors, imagery, and typography we use. The brand hasn’t changed much since we introduced this new approach, but the way we express the brand has. You remember the graffiti graphic elements we applied to signs and websites. Or how about the You Rev ombre treatment? Those were artistic EXPRESSIONS of the brand—not the Nu Skin brand itself. How you express the brand can change depending on the type of asset you’re creating and especially your audience.