Brand Guidelines. Autoimmunity

Transcription

1 Brand Guidelines Autoimmunity

2 Brand Guidelines Autoimmunity

3 Intro The new Phadia Autoimmunity naming, branding and key visual logo concept provides a recognizable design system to create a strong impact and to appeal our customers, our financial stakeholders and even the public. It builds a highly recognizable brand structure and at the same time offers all the options to be flexible enough to meet the challenges of today s market. This continuity of style and structure will allow us to reinforce the premium medical, high-tech image that Phadia conveys. The following pages illustrate the consistent look we want to achieve. Discover the new Phadia design world. 3

4 Content Phadia 5 Story 6 Overview 7 Brand Architecture 8 Corporate Brand 11 Logo Usage 13 Colors 16 Typography Print 17 Typography Office 18 Phadia Laboratory Systems 19 Story 20 Overview 21 Phadia 100/250/2500/ Phadia P 23 Logo Usage 24 Colors 27 Typography Print 28 Typography Office 29 Autoimmunity Product Brands 30 Story 31 Overview 32 EliA 33 PlexA 37 VarelisA 41 Logo Usage 45 Colors 48 Typography Print 49 Typography Office 50 Summary 51 Contact 53 4

5 Intro Content Phadia Phadia Laboratory Systems Autoimmunity Product Brands Summary Contact Story Overview Brand Architecture Corporate Brand Logo Usage Colors Typography Phadia 5

6 Intro Content Phadia Phadia Laboratory Systems Autoimmunity Product Brands Summary Contact Story Overview Brand Architecture Corporate Brand Logo Usage Colors Typography Phadia story Looking back With almost 40 years of scientific expertise, Phadia is the global leader in allergy and asthma diagnostics and the emerging leader in autoimmunity diagnostics. We are a company rooted in our values, values that instill excellence, passion, integrity and leadership in everything we do. Looking forward Our ambition is to dramatically improve the management of allergy, asthma, and autoimmune diseases by providing healthcare professionals with superior diagnostic techno logies and clinical expertise. We are driven by our vision to make diagnostic technology available to everyone. We are a company with the ultimate goal of improving the lives of people around the world through superior testing technology. 6

7 Intro Content Phadia Phadia Laboratory Systems Autoimmunity Product Brands Summary Contact Story Overview Brand Architecture Corporate Brand Logo Usage Colors Typography Phadia Overview Autoimmunity Phadia Laboratory Systems Allergy 7

8 Intro Content Phadia Phadia Laboratory Systems Autoimmunity Product Brands Summary Contact Story Overview Brand Architecture Corporate Brand Logo Usage Colors Typography Brand Architecture Simplifying the existing brand architecture In practice this means: 1) Always use the company name Phadia as the most important brand. The tagline for Phadia is an optional tagline that should not be used together with other product taglines. It can be used in, for example, corporate communication to financial stakeholders or communication to consumers in countries where product communication to consumers is not allowed. The logotype should be used with the tagline whenever possible. 2) Promote the brands for the autoimmunity tests or the Phadia Laboratory Systems by using the corresponding logotype. 8

9 Intro Content Phadia Phadia Laboratory Systems Autoimmunity Product Brands Summary Contact Story Overview Brand Architecture Corporate Brand Logo Usage Colors Typography Brand Architecture Simplifying the existing brand architecture To simplify the brand architecture, the logo representing the autoimmunity line brand will be eliminated. The grey EliA logotype should not be used any longer. In future cases, please: Use the company name Phadia as the most important brand. Focus on the brands for Phadia Laboratory Systems and tests. Eliminate the grey EliA Excellence in Autoimmunity as line brand. 9

10 Intro Content Phadia Phadia Laboratory Systems Autoimmunity Product Brands Summary Contact Story Overview Brand Architecture Corporate Brand Logo Usage Colors Typography Brand Architecture Simplifying the existing brand architecture The tagline can and should be used in combination with all the autoimmunity product brands. 10

11 Intro Content Phadia Phadia Laboratory Systems Autoimmunity Product Brands Summary Contact Story Overview Brand Architecture Corporate Brand Logo Usage Colors Typography 11

12 Intro Content Phadia Phadia Laboratory Systems Autoimmunity Product Brands Summary Contact Story Overview Brand Architecture Corporate Brand Logo Usage Colors Typography logo without tagline logo with tagline tagline: 80% black logo without tagline 100% black logo with tagline tagline: 80% black logo without tagline reversed logo with tagline reversed 12

13 Intro Content Phadia Phadia Laboratory Systems Autoimmunity Product Brands Summary Contact Story Overview Brand Architecture Corporate Brand Logo Usage Colors Typography Logo breathing space logo without tagline There should be a minimum space around the logo and any other copy or images that is equivalent to the height of the letter a in the logo. logo with tagline Scaling and sizing 20 mm To be clearly recognizable, the width of the logo should not be smaller than 20 mm When scaling, ensure that the word Phadia and the tagline are considered together 13

14 Intro Content Phadia Phadia Laboratory Systems Autoimmunity Product Brands Summary Contact Story Overview Brand Architecture Corporate Brand Logo Usage Colors Typography Backgrounds 0% 20% 40% 60% 80% 100% The logo can be placed on a colored background provided that it has enough contrast and legibility to make it recognizable. 14

15 Intro Content Phadia Phadia Laboratory Systems Autoimmunity Product Brands Summary Contact Story Overview Brand Architecture Corporate Brand Logo Usage Colors Typography Logo restrictions > The logo must not be placed on a background that will make it illegible > The color of the logo must not be modified > The logo must not be distorted in any way > The relative size of the logo and tagline must not be modified 15

16 Intro Content Phadia Phadia Laboratory Systems Autoimmunity Product Brands Summary Contact Story Overview Brand Architecture Corporate Brand Logo Usage Colors Typography Colors PANTONE: 653 C PANTONE: 425 C CMYK: 100/62/0/20 CMYK: 0/0/0/80 RGB: 0/78/143 RGB: 88/88/90 Note that although the color of the logo should not be modified, different shades of grey can be used as a complement elsewhere in a document (e.g. for headings, lines and borders). 16

17 Intro Content Phadia Phadia Laboratory Systems Autoimmunity Product Brands Summary Contact Story Overview Brand Architecture Corporate Brand Logo Usage Colors Typography Typography Print Myriad Pro Light Condensed ABCDEFGHIJKLMNOPQ RSTUVWXYZ Myriad Pro Condensed ABCDEFGHIJKLMNOPQ RSTUVWXYZ Myriad Pro Semibold Condensed ABCDEFGHIJKLMNOPQ RSTUVWXYZ Myriad Pro Light Condensed Italic ABCDEFGHIJKLMNOPQ RSTUVWXYZ Myriad Pro Condensed Italic ABCDEFGHIJKLMNOPQ RSTUVWXYZ Myriad Pro Semibold Condensed Italic ABCDEFGHIJKLMNOPQ RSTUVWXYZ 17

18 Intro Content Phadia Phadia Laboratory Systems Autoimmunity Product Brands Summary Contact Story Overview Brand Architecture Corporate Brand Logo Usage Colors Typography Typography Microsoft Office Arial Narrow Regular ABCDEFGHIJKLMN OPQRSTUVWXYZ Arial Narrow Bold ABCDEFGHIJKLMN OPQRSTUVWXYZ Arial Narrow Italic ABCDEFGHIJKLMN OPQRSTUVWXYZ Arial Narrow Bold Italic ABCDEFGHIJKLMN OPQRSTUVWXYZ 18

19 Story Overview Phadia 100/250/2500/5000 Phadia P Logo Usage Colors Typography Phadia Laboratory Systems 19

20 Story Overview Phadia 100/250/2500/5000 Phadia P Logo Usage Colors Typography Story Phadia Laboratory Systems are the most constantly present, visible and physically tangible part of the Phadia offering: Specific use and capability is not functionally linked exclusively to one product brand of test or business unit. Allergy and autoimmunity laboratory tests share the same platforms today and in the future. Phadia Laboratory Systems are the common denominator of all Phadia tests: Lab systems should be Phadia branded. Simple naming distinctions only to differentiate their use and capabilities. 20

21 Story Overview Phadia 100/250/2500/5000 Phadia P Logo Usage Colors Typography Overview (new multiplex)

22 Story Overview Phadia 100/250/2500/5000 Phadia P Logo Usage Colors Typography /250/2500/5000 Shared platform for allergy and autoimmunity laboratory tests For laboratory use 22

23 Story Overview Phadia 100/250/2500/5000 Phadia P Logo Usage Colors Typography P for multiplex testing Shared platform for multiplex assays (allergy and autoimmunity) For laboratory use 23

24 Story Overview Phadia 100/250/2500/5000 Phadia P Logo Usage Colors Typography Logo breathing space There should be a minimum space around the logo and any other copy or images that is equivalent to the height of the lower case in the logo. Scaling and sizing 4 mm 4 mm To be clearly recognizable, the height of the logo should not be smaller than 4 mm 24

25 Story Overview Phadia 100/250/2500/5000 Phadia P Logo Usage Colors Typography Backgrounds The logo can be placed on a colored background provided that it has enough contrast and legibility to make it recognizable. 25

26 Story Overview Phadia 100/250/2500/5000 Phadia P Logo Usage Colors Typography Logo restrictions > The logo must not be placed on a background that will make it illegible > The color of the logo must not be modified > The logo must not be distorted in any way 26

27 Story Overview Phadia 100/250/2500/5000 Phadia P Logo Usage Colors Typography Colors PANTONE: 653 C CMYK: 100/62/0/20 RGB: 0/78/143 PANTONE: Cool Grey 7C CMYK: 0/0/0/40 RGB: 177/179/180 Please note that the color of the logos should not be modified! 27

28 Story Overview Phadia 100/250/2500/5000 Phadia P Logo Usage Colors Typography Typography Print Myriad Pro Light Condensed ABCDEFGHIJKLMNOPQ RSTUVWXYZ Myriad Pro Condensed ABCDEFGHIJKLMNOPQ RSTUVWXYZ Myriad Pro Semibold Condensed ABCDEFGHIJKLMNOPQ RSTUVWXYZ Myriad Pro Light Condensed Italic ABCDEFGHIJKLMNOPQ RSTUVWXYZ Myriad Pro Condensed Italic ABCDEFGHIJKLMNOPQ RSTUVWXYZ Myriad Pro Semibold Condensed Italic ABCDEFGHIJKLMNOPQ RSTUVWXYZ 28

29 Story Overview Phadia 100/250/2500/5000 Phadia P Logo Usage Colors Typography Typography Microsoft Office Arial Narrow Regular ABCDEFGHIJKLMN OPQRSTUVWXYZ Arial Narrow Bold ABCDEFGHIJKLMN OPQRSTUVWXYZ Arial Narrow Italic ABCDEFGHIJKLMN OPQRSTUVWXYZ Arial Narrow Bold Italic ABCDEFGHIJKLMN OPQRSTUVWXYZ 29

30 Story Overview EliA PlexA VarelisA Logo Usage Colors Typography Autoimmunity Product Brands 30

31 Story Overview EliA PlexA VarelisA Logo Usage Colors Typography Story Phadia offers high quality blood tests for the detection of disease-specific autoantibodies to aid in the diagnosis and in the disease management of autoimmune disorders. Our automated and easy-to-use autoimmune tests deliver standardized, precise and reliable results that support orientation in a difficult area of diagnostics. 31

32 Story Overview EliA PlexA VarelisA Logo Usage Colors Typography Autoimmunity Product Brands (existing range) (existing range) (new multiplex) 32

33 Story Overview EliA PlexA VarelisA Logo Usage Colors Typography 33

34 Story Overview EliA PlexA VarelisA Logo Usage Colors Typography Positioning statement EliA is the trusted partner for clinical laboratories* that aspire to provide clinically relevant and reliable detection of disease-specific autoantibodies in a timely and cost-efficient manner. EliA consistently delivers excellence in autoimmunity through constantly evolving, automated and standardized high quality analytic solutions. * Comprising all laboratories handling blood tests (i.e. commercial, hospital and physicians office laboratories) 34

35 Story Overview EliA PlexA VarelisA Logo Usage Colors Typography Brand vision EliA provides the ultimate in versatile, high capacity automation for accurate, reliable and cost-effective autoimmunity analysis underpinned by an ongoing commitment in research and development. Brand values Excellence in automated autoimmunity Versatile, accurate and reliable diagnostics Essential and valued part of the diagnostic work-up Backed by forward-thinking partners in analysis 25 years of experience and broad use in over 3,000 laboratories in 60 countries 35

36 Story Overview EliA PlexA VarelisA Logo Usage Colors Typography Whenever an autoimmunity product brand logo cannot be applied, e.g. within running text, a capital A should be used for the final letter of the respective brandname. logo without tagline logo with tagline tagline: 60% black the grey EliA logo is no longer existing! logo without tagline 100% black logo with tagline tagline: 60% black logo without tagline reversed logo with tagline reversed Click here for the logo usage 36

37 Story Overview EliA PlexA VarelisA Logo Usage Colors Typography 37

38 Story Overview EliA PlexA VarelisA Logo Usage Colors Typography Positioning statement PlexA is an ideal solution for research-oriented specialists who recognize and wish to explore the scientific value of new pattern recognition technology and its potential for obtaining diagnostic insights in autoimmune testing. PlexA simultaneously detects multiple autoimmune markers from just one test sample using advanced new technology developed in collaboration with leading scientists and clinical specialists. 38

39 Story Overview EliA PlexA VarelisA Logo Usage Colors Typography Brand vision PlexA provides advanced simultaneous analysis of multiple autoimmune markers to support research and provide pattern-based insights of high clinical and scientific value in patient diagnosis, prognosis, treatment response and monitoring. Brand values Cutting edge / Leading edge Smart, agile and responsive to specialist research and clinical needs Leading light in advanced analytics, developed and endorsed by KOLs Forward-thinking pioneer delivering real-world solutions Rapid, reliable and serum-efficient across multiple test results 39

40 Story Overview EliA PlexA VarelisA Logo Usage Colors Typography Whenever an autoimmunity product brand logo cannot be applied, e.g. within running text, a capital A should be used for the final letter of the respective brandname. logo without tagline logo with tagline tagline: 60% black logo without tagline 100% black logo with tagline tagline: 60% black logo without tagline reversed logo with tagline reversed Click here for the logo usage 40

41 Story Overview EliA PlexA VarelisA Logo Usage Colors Typography 41

42 Story Overview EliA PlexA VarelisA Logo Usage Colors Typography Positioning statement VarelisA is the well established microtiter plate (MTP) platform for clinical labo ratories* that aspire to provide clinically relevant and reliable detection of disease-specific autoantibodies. VarelisA delivers reliability in autoimmunity through the use of state-of-the art antigens and long-proven test quality. * Comprising all laboratories handling blood tests (i.e., commercial, hospital and physicians office laboratories) 42

43 Story Overview EliA PlexA VarelisA Logo Usage Colors Typography Brand vision VarelisA serves as the long-proven classic MTP platform for accurate and reliable autoimmunity analysis, preferred by laboratories with manual or semi-automated sample handling. Brand values Long-proven quality in autoimmune testing Accurate and reliable diagnostics Established manageable MTP standard method Reliable workhorse 25 years of experience and broad use in over 3,000 laboratories in 60 countries 43

44 Story Overview EliA PlexA VarelisA Logo Usage Colors Typography Whenever an autoimmunity product brand logo cannot be applied, e.g. within running text, a capital A should be used for the final letter of the respective brandname. logo without tagline logo with tagline tagline: 60% black logo without tagline 100% black logo with tagline tagline: 60% black logo without tagline reversed logo with tagline reversed Click here for the logo usage 44

45 Story Overview EliA PlexA VarelisA Logo Usage Colors Typography Logo breathing space logo without tagline There should be a minimum space around the logo and any other copy or images that is equivalent to the height of the lower case in the logo. logo with tagline Scaling and sizing 20 mm 16,5 mm 20 mm 11,2 mm 20 mm 20 mm To be clearly recognizable, the width of the logo with tagline should not be smaller than 20 mm When scaling the logo with tagline, ensure that the name and the tagline are considered together 45

46 Story Overview EliA PlexA VarelisA Logo Usage Colors Typography Backgrounds 0% 20% 40% 60% 80% 100% The logo can be placed on a colored background provided that it has enough contrast and legibility to make it recognizable. 46

47 Story Overview EliA PlexA VarelisA Logo Usage Colors Typography Logo restrictions > The logo must not be placed on a background that will make it illegible > The color of the logo must not be modified > The logo must not be distorted in any way > The relative size of the logo and tagline must not be modified 47

48 Story Overview EliA PlexA VarelisA Logo Usage Colors Typography Primary colors Secondary colors PANTONE: 556 C CMYK: 35/0/20/30 RGB: 134/166/162 PANTONE: 136 C CMYK: 0/30/60/0 RGB: 248/195/115 PANTONE: Cool Grey 10C CMYK: 0/0/0/60 RGB:135/135/135 Please note that the color of the logos should not be modified! 48

49 Story Overview EliA PlexA VarelisA Logo Usage Colors Typography Typography Print Myriad Pro Light Condensed ABCDEFGHIJKLMNOPQ RSTUVWXYZ Myriad Pro Condensed ABCDEFGHIJKLMNOPQ RSTUVWXYZ Myriad Pro Semibold Condensed ABCDEFGHIJKLMNOPQ RSTUVWXYZ Myriad Pro Light Condensed Italic ABCDEFGHIJKLMNOPQ RSTUVWXYZ Myriad Pro Condensed Italic ABCDEFGHIJKLMNOPQ RSTUVWXYZ Myriad Pro Semibold Condensed Italic ABCDEFGHIJKLMNOPQ RSTUVWXYZ 49

50 Story Overview EliA PlexA VarelisA Logo Usage Colors Typography Typography Microsoft Office Arial Narrow Regular ABCDEFGHIJKLMN OPQRSTUVWXYZ Arial Narrow Bold ABCDEFGHIJKLMN OPQRSTUVWXYZ Arial Narrow Italic ABCDEFGHIJKLMN OPQRSTUVWXYZ Arial Narrow Bold Italic ABCDEFGHIJKLMN OPQRSTUVWXYZ 50

51 Summary 51

52 Brand Architecture Autoimmunity Phadia Laboratory Systems (Allergy and Autoimmunity) Autoimmunity Product Brands 52

53 Intro Content Phadia Phadia Laboratory Systems Autoimmunity Product Brands Summary Contact Contact Phadia GmbH Munzinger Straße Freiburg Germany tel +49 (0) fax +49 (0) autoimmunity@phadia.com 53