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Signage 2016Store Front - Best Practice Guide

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Best PracticeEach Store frontage will present many and varied limitations and opportunities when it comes to signage due to the size and construction of the building. Therefore, each store will need to be assessed to consider the best possible outcome.

This ‘Best Practice’ guide will assist the designer through the process and is accompanied with Brand Elements which can be used, adjusted and scaled accordingly to deliver the best solution.

The Brand Elements follow an order of hierarchy. This hierarchy has been adopted to keep the integrity of the Capital Chemist brand. This formula will achieve signage consistency despite the varying sizes and constructions of each store.

While the Brand Elements have been provided and examples shown, it is at the discretion of the designer to adjust elements, as required, to best suit the space available.

All new signage design must be submitted to Pharmacy Services for final approval.

If you have any further questions, please contact Pharmacy Services on; (02) 6126 4000

Brand Element Hierarchy

You may use your preferred signage / design company to produce artwork and signage print and installation.

Should you not have a preferred supplier you can contact Fresh Creative who can assist with design and signage installation. P: 02 6299 7055 E info@freshcreative.net.au

Store Front Signage

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The following list sits in hierarchy order. When choosing which elements to use for the designated signage space, follow the below list from the top and work down the until you have used the desired space.

ORDER OF PRIORITY;

1. Brand Logo The Brand logo comes in a selection of formats including vertical, horizontal & extreme horizontal for short, wide fascias. File Name: CC_Logos.eps

2. Proprietors / Opening Hours Heading Font — Helvetica Neue Condensed Bold Body Font — Helvetica Neue Condensed Post-nominals should be a point size smaller than name. Opening Hours — keep hours aligned (as shown)

3. Open 7 Days Use only if applicable. Font — Helvetica Neue Black Condensed. Upper & lower case. Can be used on front & side fascia, windows, side pillars. Apply as white text on solid blue background or as solid blue text on white background. File Name: CC_Open7Days.eps

4. Website Font — Helvetica Neue (use Condensed if limited space) Apply as white text on solid blue or shaded background or solid blue text on white background. File Name: CC_website.eps

capitalchemist.com.au

Open 7 Days

Store Front Signage

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5555 5555

CompoundingHealth AdviceHome DeliveryServiceText Your Script CommunityHeath ServicesClick & Collect

5. Brand Pattern The Brand Pattern is flexible and is supplied as a vector file allowing shaping of curves to suit the space required. The gradients are also adjustable to slide across, up and down. Never change or swap the colours supplied in the gradient colour panel. File Name: CC_BrandPatternArc.eps

6. Pop-Box ‘Ask’ Message The store front Pop-Box must always be used in the secondary green colour (PMS 382) on a slit tilt and can sit in any area of the Brand Pattern Arc. File Name: CC_Pop-Box.eps

7. Service Icons A suite of service icons has been developed to help depict the services each store offers. So select the Icons which best suit your store and use if space permits. Can be used on white or coloured background.

File Name: CC_Service_Icons.eps

8. Phone & Facebook Phone Font — Helvetica Neue Bold Condensed Apply as white text on solid blue or shaded background or solid blue text on white background. The Facebook logo is provided in two versions and must not be altered. File Name: CC_FaceBook_Icons.eps

Store Front Signage Brand Element Hierarchy continued

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9. Shaded Background Use with Brand Pattern and/or behind white text. The Shaded Background uses gradients which can be adjusted as required — NB: See glow behind Pharmacist image. When using behind white text, ensure the lightest area is away from text. File Name: CC_ShadedBackground.eps

10. Tagline — We know what matters Font —SignPainter Apply as white text on solid blue or shaded background or solid blue text on white background. File Name: CC_Tagline.eps

11. Window Frosting Strip The frosting strip on store front windows is the only instance where it is acceptable to separate the mortar and pestle icon from the wording in the Capital Chemist logo. This treatment must NEVER be used in any other form of signage or marketing material. File Name: CC_WindowFrostingStrip.eps

12. Welcome & Exit Font — Helvetica Neue Bold Condensed. The wording ‘Welcome’ and ‘Exit’ have been considered carefully and must not be substituted. This is part of the consistent messaging which underpins the Capital Chemist customer experience. File Name: CC_Welcome&Exit.eps

13. Pharmacist Image If space permits, some stores may wish to include an image of the Pharmacist. This sends a strong message of the relationship and trust built between Pharmacist and consumer. Large format images should be supplied between 100 & 150 dpi at true size. All images must be taken with even lighting (no strong shadows) and with Pharmacist in uniform clearly showing the Capital Chemist logo and name badge. Images should include full head to thigh. The image can sit behind, in between or in front of the arcs.

Store Front Signage Brand Element Hierarchy continued

WELCOME EXIT

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All elements used;1. Brand Logo2. Proprietors / Opening Hours3. Open 7 Days4. Website5. Brand Pattern6. Pop-Up ‘Ask’ Message7. Service Icons8. Phone & Facebook9. Shaded Background10. Tagline — We know what matters11. Window Frosting Strip12. Welcome & Exit

13. Pharmacist Image

Store Front — Best PracticeStore Front — Example ASome stores require a full window or wall with 100% coverage due to in-store shelving or for security purposes.

This example shows how a full window or wall should be covered and the best practice when using all elements in the Capital Chemist brand.

Elements can be positioned to accommodate a plasma screen or large poster frames.

1 Brand Logo

2 Proprietors / Opening Hours

10 Frosting Strip

11 Welcome / Exit

8 Facebook

9 Tagline 7 Service Icons

3 Open 7 Days4 Website

6 Pop-Box

12 Pharmacist Image

5 Brand Pattern / Shaded Background

Open 7 Days

8 Phone

Front Fascia

WindowsWindow or wall with 100% coverage

Under awning Fascia

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Most elements used;1. Brand Logo2. Proprietors / Opening Hours3. Open 7 Days (if applicable)4. Website5. Brand Pattern6. Pop-Up ‘Ask’ Message7. Service Icons8. Phone & Facebook9. Shaded Background10. Tagline — We know what matters11. Window Frosting Strip12. Welcome & Exit13. Pharmacist Image (not used)

Store Front — Best PracticeStore Front — Example BExample B shows a store front with two pillars either side of a large open window space with a very short, wide front fascia.

To gain maximum benefit of the front fascia, an extreme landscape version of the brand logo, has been created. This example also shows roller door covers to protect windows when the store is closed. This area is perfect for further signage.

Example B also shows the best practice for window graphic placement to allow plenty of natural light and good vision. This is ideal to showcase store products while maintaining the integrity of the Capital Chemist brand.

1 Brand Logo 8 Facebook4 Website

8 Phone

7Service Icons

5 Brand Pattern

Open 7

Days

6 Pop-Box

10 Tagline

3 Open 7 Days

Proprietor Open Hours2

12 Welcome & Exit

WELCOME EXIT

9 Shaded Background

10 Window Frosting Strip

Front Fascia

Exit Door

Side Pillar Roller door covers

WindowsExit Door

Side Pillar

8Store Front — Best PracticeStore Front — Example CLimited signage space may present a challenge. Example C shows best practice for stores with less store front area and one which is not open 7 days.

It is mandatory to use the first 2 Brand Elements; 1. Brand Logo 2. Proprietor / Opening Hours.

All other elements are optional, but should follow the Brand Element hierarchy where applicable. Where an element is not applicable, move onto the next element in the hierarchy order.

This example shows Brand Elements which are not relevant (marked in blue below).

1 Brand Logo 4 Website

Proprietor Open Hours2

Selected elements used;1. Brand Logo

2. Proprietors / Opening Hours

3. Open 7 Days (NOT applicable)

4. Website

5. Brand Pattern

6. Pop-Up ‘Ask’ Message

7. Service Icons

8. Phone & Facebook

9. Shaded Background

10. Tagline — We know what matters

11. Window Frosting Strip

12. Welcome & Exit

13. Pharmacist Image

7 Service Icons

5 Brand Pattern 6 Pop-Box

Front Fascia

Side Pillar Windows

9Store Side Fascia— Best PracticeStore — Side FasciaThe hierarchy order differs when creating a design for a Side Fascia which is supported by a Front Fascia design.

Example A shows a store which is open 7 days.

Example B shows a store which is not open 7 days and is aligned with an under awning light box. The under awning light box displays the brand logo, therefore the side fascia presents an opportunity to utilise another element — service icons have been used along with the tagline to reinforce the brand message.

1 Brand Logo 4 Open 7 Days

Community Service Home Delivery Health AdviceClick & Collect

Open7 Days

Fascia Example A

Fascia Example B with under awning light box

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The Brand colours consist of Corporate Colours and Secondary Colours.

Corporate Colours The Corporate Colours are the colours used in the Brand logo.

Light blue PMS Process Blue C Dark blue PMS Reflex Blue C

The colours used in the Brand Pattern and Shaded Background include the corporate colours along with a carefully selected set of blues to achieve the correct gradient.

Always use the gradient from the supplied art files. Never make-up a different set of colour gradients.

Secondary Colour The Secondary Colour (PMS 382) is only used in the Pop-Box. Never use (PMS 382) in any other instance.

Signage film specifications:Non-Illuminated Signage Light Blue — Avery 800 Cast Film: 877 Bright Blue Dark Blue — Avery 800 Cast Film: 808 Cosmos Blue Green — Avery 900 Cast Film: 985 Springtime Green

Illuminated Signage Light Blue — Avery 5500 Cast Translucent Film : 5581 Sky Blue Dark Blue — Avery 5500 Cast Translucent Film : 5509 Sapphire Blue

Brand Colours

COLOUR CMYK

C - 100M - 10Y - 0K - 10

C - 28M - 0Y - 92K - 0

PMS Process Blue C

PMS Reflex Blue C

PMS 382

C - 100M - 73Y - 0K - 2

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The Capital Chemist Brand Fonts are the Helvetica Family and Signpainter.

Only ever use the Brand Fonts when producing store front signage. Never try to match the font in the Brand Logo.

The following page shows best practice for the use of the corporate fonts.

The full list of Corporate fonts are;Helvetica 57 Condensed

Helvetica 77 Bold Condensed

Helvetica 77 Black Condensed

Helvetica LT 55 Roman

SignPainter-HouseScript (upper & lower case only)

Brand FontsABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789Helvetica 57 Condensed

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789Helvetica 77 Bold Condensed

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789Helvetica 77 Black Condensed

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789Helvetica LT 55 Roman

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789SignPainter-HouseScript

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Open 7

DaysOpen 7 DaysHelvetica Black Condensed

WELCOME EXIT

Pop-BoxHelvetica Bold CondensedHelvetica Condensed

Prop / Open HrsHelvetica Bold CondensedHelvetica Condensed

WebsiteHelvetica Regular

TaglineSignPainter

Welcome / ExitHelvetica Bold Condensed

PhoneHelvetica Black Condensed

Face BookAlway use the Face Book logo supplied in the artwork files.

Service IconsAlways use the art files.

Brand Fonts — Best Practice