Brand Guidelines Autoimmunity - Global - Guidelines/Brand... · PDF file3 Intro Autoito...

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Transcript of Brand Guidelines Autoimmunity - Global - Guidelines/Brand... · PDF file3 Intro Autoito...

  • Brand Guidelines Autoimmunity

  • Brand Guidelines Autoimmunity

  • 3

    Intro Content Phadia Autoimmunity Product Brands ContactSummaryPhadia Laboratory Systems

    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 todays 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.

    Intro

  • 4

    Intro Content Phadia ContactSummaryAutoimmunity Product BrandsPhadia Laboratory Systems

    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 100/250/2500/5000 22

    Phadia P 23

    Logo Usage 24

    Colors 27

    Typography Print 28

    Typography Office 29

    Content

    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 51Contact 53

  • OverviewStory Brand Architecture Corporate Brand Logo Usage Colors Typography

    5

    Content PhadiaIntro ContactSummaryAutoimmunity Product BrandsPhadia Laboratory Systems

    Phadia

  • OverviewStory Brand Architecture Corporate Brand Logo Usage Colors Typography

    6

    Content PhadiaIntro ContactSummaryAutoimmunity Product BrandsPhadia Laboratory Systems

    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.

    Phadia story

  • OverviewStory

    7

    Content PhadiaIntro ContactSummary

    Brand Architecture Corporate Brand Logo Usage Colors Typography

    Autoimmunity Product BrandsPhadia Laboratory Systems

    Phadia Overview

    Autoimmunity AllergyPhadia

    Laboratory Systems

  • Overview Brand Architecture

    8

    Content PhadiaIntro ContactSummary

    Story Corporate Brand Logo Usage Colors Typography

    Autoimmunity Product BrandsPhadia Laboratory Systems

    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.

  • Overview Brand Architecture

    9

    Content PhadiaIntro ContactSummary

    Story Corporate Brand Logo Usage Colors Typography

    Autoimmunity Product BrandsPhadia Laboratory Systems

    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.

  • Overview Brand Architecture

    10

    Content PhadiaIntro ContactSummary

    Story Corporate Brand Logo Usage Colors Typography

    Autoimmunity Product BrandsPhadia Laboratory Systems

    Brand Architecture

    Simplifying the existing brand architecture

    The tagline can and should be used in combination with all the autoimmunity product brands.

  • Brand Architecture Corporate Brand

    11

    Content PhadiaIntro ContactSummary

    OverviewStory Logo Usage TypographyColors

    Autoimmunity Product BrandsPhadia Laboratory Systems

  • Brand Architecture Corporate Brand

    12

    Content PhadiaIntro ContactSummary

    OverviewStory Logo Usage TypographyColors

    Autoimmunity Product BrandsPhadia Laboratory Systems

    logo without tagline

    logo without tagline 100% black

    logo with tagline tagline: 80% black

    logo with tagline tagline: 80% black

    logo without tagline reversed logo with tagline reversed

  • Corporate Brand Logo Usage

    13

    Content PhadiaIntro ContactSummary

    Brand ArchitectureOverviewStory TypographyColors

    Autoimmunity Product BrandsPhadia Laboratory Systems

    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.

    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

    Logo breathing space

    Scaling and sizing

    logo without tagline

    logo with tagline

    20 mm

  • Corporate Brand Logo Usage

    14

    Content PhadiaIntro ContactSummary

    Brand ArchitectureOverviewStory TypographyColors

    Autoimmunity Product BrandsPhadia Laboratory Systems

    The logo can be placed on a colored background provided that it has enough contrast and legibility to make it recognizable.

    Backgrounds

    0% 20% 40% 60% 80% 100%

    IdentIty guIdelInes 2010

    resultsWelcome to a world of

    in allergy & autoimmune disease diagnostics

    Corporate

  • Corporate Brand Logo Usage

    15

    Content PhadiaIntro ContactSummary

    Brand ArchitectureOverviewStory TypographyColors

    Autoimmunity Product BrandsPhadia Laboratory Systems

    > 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

    Logo restrictions

    IdentIty guIdelInes 2010

    resultsWelcome to a world of

    in allergy & autoimmune disease diagnostics

    Corporate

  • Logo Usage Colors

    16

    Content PhadiaIntro ContactSummary

    Corporate BrandBrand ArchitectureOverviewStory Typography

    Autoimmunity Product BrandsPhadia Laboratory Systems

    PANTONE: 653 C

    CMYK: 100/62/0/20

    RGB: 0/78/143

    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).

    Colors

    PANTONE: 425 C

    CMYK: 0/0/0/80

    RGB: 88/88/90

  • Colors Typography

    17

    Content PhadiaIntro ContactSummary

    Logo UsageCorporate BrandBrand ArchitectureOverviewStory

    Autoimmunity Product BrandsPhadia Laboratory Systems

    Myriad ProLight Condensed

    ABCDEFGHIJKLMNOPQRSTUVWXYZ

    1234567890

    Myriad ProCondensed

    ABCDEFGHIJKLMNOPQRSTUVWXYZ

    1234567890

    Myriad ProSemibold Condensed

    ABCDEFGHIJKLMNOPQRSTUVWXYZ

    1234567890

    Myriad ProLight Condensed Italic

    ABCDEFGHIJKLMNOPQRSTUVWXYZ

    1234567890

    Myriad ProCondensed Italic

    ABCDEFGHIJKLMNOPQRSTUVWXYZ

    1234567890

    Myriad Pro Semibold Condensed Italic

    ABCDEFGHIJKLMNOPQRSTUVWXYZ

    1234567890

    Typography Print

  • Colors Typography

    18

    Content PhadiaIntro ContactSummary

    Logo UsageCorporate BrandBrand ArchitectureOverviewStory

    Autoimmunity Product BrandsPhadia Laboratory Systems

    Arial Narrow Regular

    ABCDEFGHIJKLMN OPQRSTUVWXYZ

    1234567890

    Arial NarrowBold

    ABCDEFGHIJKLMN OPQRSTUVWXYZ

    1234567890

    Typography Microsoft Office

    Arial NarrowItalic

    ABCDEFGHIJKLMN OPQRSTUVWXYZ

    1234567890

    Arial NarrowBold Italic

    ABCDEFGHIJKLMN OPQRSTUVWXYZ

    1234567890

  • 19

    Intro Content Phadia ContactSummaryAutoimmunity Product BrandsPhadia Laboratory Systems

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

    PhadiaLaboratory Systems

  • 20

    Intro Content Phadia ContactSummaryAutoimmunity Product BrandsPhadia Laboratory Systems

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

    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