MySmile Brand Guidelines

MySmile Branding Guidelines

BRANDING GUIDELINES Page 01

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MySmile Branding Guidelines

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ABOUT THIS GUIDE Our goal is to make sure the MySmile is a brand people can trust.

Trust comes from our clients, partners and employees experiencing a consistent brand visually and in tone of voice, and when our actions and behaviours are true to the company’s values.

This guide is designed to help you communicate the MySmile brand in a way that meets people’s expectations in the most effective way possible.

The book includes guidelines on how to design, write and apply the brand across multiple uses and marketing materials.

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THE LOGO The MySmile logo is the most immediate representation of our company, our people, and our brand to the world.

It is a valuable corporate asset that must be used consistently in the proper, approved forms. The following pages will show how the logo has been developed and how it should be used in the proper way.

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MySmile Branding Guidelines

LOGO CONCEPT our brand name is derived from the image of a bright smile which people cannot get unless they have bright ,healthy and white teeth. since smiling is considered one of the most important elements of beauty, we aim to make you happy as well as proud of showing a mouthful of perfect teeth. our logo reflects the idea of smiling which we seek to provide our customer with.

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MySmile Branding Guidelines

GRID CONSTRUCTION To build a best visual brand and to reflect the smile, we had to shape the logo typeface on the smile structure.

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MySmile Branding Guidelines

LOGO SHAPING The logo mark is built on a grid system, with construction on lines and circles to insure a powerful visual balance and visual stability.

The logo grid is a geometric design technique that creates a consistant base structure that can adapt to all applications.

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MySmile Branding Guidelines

MARK GREYSCALE COLOUR This page shows the logo in greyscale colour with gradiated shadow.

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MySmile Branding Guidelines

MARK COLOUR The next stage in building the logo mark, is adding the brand colour.

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MySmile Branding Guidelines

MARK WHITE ON BLACK This page shows the logo in black and white colour mode. In this example we have the white logo on a black background

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MySmile Branding Guidelines

MARK BLACK ON WHITE This page shows the logo in black and white colour mode. In this example we have the black logo on a white background.

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MySmile Branding Guidelines

LOGO WITH TAGLINE MySmile logo with “Dental Center” tagline

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LOGO USAGE & POSITION The brand logo is a valuable corporate asset that must be used consistently in the proper, approved forms.

Consistancy in application across all touchpoints will help drive a consistant view of the brand.

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MySmile Branding Guidelines

CLEAR SPACE Whenever you use the logo, it should be surrounded with clear space to ensure its visibility and impact.

No graphic elements of any kind should invade this zone.

Clear space is developed from the mark core parts and is shown as “x.�

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MySmile Branding Guidelines

CORRECT USAGE BASED ON BACKGROUND COLOR Black or white backgrounds • Always use the primary masterbrand on black or white backgrounds • Should you need to place the brandmark on an image, the brandmark is best positioned on an area that is either black or white • When communicating the MySmile to external audiences, the following guidelines apply to the choice of primary, secondary or greyscale versions of the masterbrand.

Coloured backgrounds • When placed on coloured backgrounds or subtle imagery, please use the following rules: • Aim to choose one of the colourways that ensures maximum contrast against the background. This is to allow the brandmark to stand out • When the background is too busy or when the background compromises the legibility of the brandmark, resort to the full white version • Do not, at any point, box the masterbrand in a black or white rectangle. See 2.3 Incorrect Usage.

• The colours on the right represent best practice examples of masterbrand usage against different background colours.

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MySmile Branding Guidelines

INCORRECT USAGE / COLOR, COMPONENTS These examples show how not to use the brand mark against colour backgrouds.

Stand out and clarity is key to any application.

The brand mark colours should stay as per the guidelines and should not be changed.

Opacities or part opactities should never be applied to the brand mark.

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MySmile Branding Guidelines

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LOGO POSITIONING We strongly recommend placing the logo in specific places on any given usage ensuring adequate spacing around the brand and the application edges.

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Top left

Bottom left

Top Center

Bottom Center

bottom Right

Top Right

COLOUR PALETTES Across different marketing and advertising collateral there is a preferred placement for the brand.

The follow section shows the correct placement depending on formats and positions.

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MySmile Branding Guidelines

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COLOUR PALETTE This palete provides the Pantone and CMYK breakdowns for the core brand colours for MySmile

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CMYK C: 050 M: 000 Y: 100 K: 000

CMYK C: 090 M: 060 Y: 000 K: 030

RGB R: 140 G: 198 B: 063

RGB R: 012 G: 077 B: 136

HEX #8cc63f

HEX #0c4d88

TYPOGRAPHY Typography also helps to center brand identity and should be used consistently across brand visual communication. To help ensure that all of our visual communications are consistent, MySmile uses a select group of preferred typefaces for digital materials and one default typeface.

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MySmile Branding Guidelines

TYPOGRAPHY / ENGLISH FONT This version of the Roboto family has been specifically chosen for the brand. and should be the main secondary typeface aplied across the brand.

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Roboto Light

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 Roboto Reguler

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 Roboto Bold

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890

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MySmile Branding Guidelines

TYPOGRAPHY / ARABIC FONT The Arabic typeface has been specifically chosen for the brand. and should be the main secondary typeface aplied across the brand.

It aligns excellently with the English typeface.

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TheSansArabic Light

‫أبتثجحخدذرزسشصضطظعغفقك‬ ‫ل م ن هـ و ي‬ ١٢٣٤٥٦٧٨٩٠ TheSansArabic Plain

‫أبتثجحخدذرزسشصضطظعغفقك‬ ‫ل م ن هـ و ي‬ ١٢٣٤٥٦٧٨٩٠ TheSansArabic Bold

‫أبتثجحخدذرزسشصضطظعغفقك‬ ‫ل م ن هـ و ي‬ ١٢٣٤٥٦٧٨٩٠

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BRAND SUPPORT ELEMENTS To support the brand›s identity and provide fleibilty in how the brand lives, we have developed two additional brand elements which can be used in specific circumstances.

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MySmile Branding Guidelines

BRAND SHAPES The use of the brand’s second graphical element should also conform to a ‘loose’ hierarchy depending on the purpose and medium of the communications.

This is to create distinction and avoid over-use.

This brand element is best reserved for smaller to medium format spaces which may be clear spaces or carry imagery, e.g. brochure covers and simple banners. Messaging or branding would also sit on a ‹flat colour›, e.g. white without imagery, Whether full-colour or greyscale, it should always sit in a prominent position in the layout and give a clear sense of movement and progress.

Care should be taken not to over use the brand shape and ensure enough space to carry messaging and branding.

We recommend its use ONLY when imagery and copy or messaging is at an absolute minimum to maintain clarity and simplicity.

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MySmile Branding Guidelines

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