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

Brand Guidelines Autoimmunity

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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

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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
Content
Autoimmunity Product Brands 30 Story 31
Overview 32
EliA 33
PlexA 37
VarelisA 41
Logo Usage 45
Colors 48
Typography Print 49
Summary 51Contact 53

OverviewStory Brand Architecture Corporate Brand Logo Usage Colors Typography
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Content PhadiaIntro ContactSummaryAutoimmunity Product BrandsPhadia Laboratory Systems
Phadia

OverviewStory Brand Architecture Corporate Brand Logo Usage Colors Typography
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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
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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
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Story 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.

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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.

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

Brand Architecture Corporate Brand
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OverviewStory Logo Usage TypographyColors

Brand Architecture Corporate Brand
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OverviewStory Logo Usage TypographyColors
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
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Brand ArchitectureOverviewStory TypographyColors
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

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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

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> 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
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Corporate BrandBrand ArchitectureOverviewStory Typography
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
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Logo UsageCorporate BrandBrand ArchitectureOverviewStory
Myriad ProLight Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Myriad ProCondensed
1234567890
Myriad ProSemibold Condensed
1234567890
Myriad ProLight Condensed Italic
1234567890
Myriad ProCondensed Italic
1234567890
Myriad Pro Semibold Condensed Italic
1234567890
Typography Print

Colors Typography
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Logo UsageCorporate BrandBrand ArchitectureOverviewStory
Arial Narrow Regular
ABCDEFGHIJKLMN OPQRSTUVWXYZ
1234567890
Arial NarrowBold
1234567890
Typography Microsoft Office
Arial NarrowItalic
1234567890
Arial NarrowBold Italic
1234567890

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

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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

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