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Brand Guidelines


Art Director: George Bokhua Designer: Kakha Kakhadze Designer: Nick Kumbari Assistant Designer: Anano Martsvaladze


Content

Basic Rules and Stationary Business Card Light Version (Georgian) Business Card Dark Version (Georgian) Guidelines Business Card Light Version (English) Reproducing the Logotype (Georgian) Full & Two Color Mark Exclusion Zone Reproducing the Logotype (English) Full & Two Color Mark Exclusion Zone Reproducing the Logotype in Black and White Reproducing the Logotype in Black and White on Different Backgrounds Reproducing the Logotype on Pattern Backgrounds Reproducing the Logotype Minimum Size What Not to do With the Logotype Reproducing the Primary and Secondary Colors Reproducing the Gradient Reproducing the Georgian Typography Reproducing the English Typography Reproducing the Grid Systems Master Grid (A3, A4, A5) Master Grid Measurements

Business Card Dark Version (English) Letterhead (Georgian) Letterhead (English) Envelope Light Version (Georgian) Envelope Dark Version (Georgian) Envelope Light Version (English) Envelope Dark Version (English) Envelope Shape Badge (Georgian) Badge (English)

Navigation Doorplates (Georgian) WC, Exit, Arrows, Number Directory Backlight Signage / Outdoor Signage


Basic Rules and Guidelines

These guidelines describe the basic rules of designing with/reproducing the Evex Medical Corporation brand identity. In order to gain maximum benefit from these guidelines they must be used consistently, as even small variations will undermine the impact of the Evex Medical Corporation brand identity. Evex logotype consists of “Evex Medical Corporation� typography and a shape formed of cross-connecting heart elements. The cross highlights medical side of the company and the heart symbolizes their caring nature.

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Use of the logotype The precise position and proportion of all the logotype elements is fixed and must always be reproduced in the set relationship shown here. The elements must never be re-drawn or modified in any way. Printing the logotype The use of the Evex Medical Corporation logotype in any printed material must be in CMYK or Pantonne mode.

Evex Brand Guidelines


Reproducing the Logotype (Georgian) Full & Two Color Mark (without gradation)

1. Full Color Version 3. Two Color Version

2. Full Color Version on the darck background 4. Two Color Version on the Dark Background

1.

2.

3.

4.

Where possible, the Evex Medical Corporation logotype should be displayed on a flat white background (example 1). The logotype can also be displayed as white reversed out of black (example 2).

Evex Brand Guidelines

Logotypes in (example 3) and (examlpe 4) are presented in two colors. Those logos should be used In case of limited printing posibilities.

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Reproducing the Logotype (Georgian) Exclusion Zone

1. Horizontal Version 2. Vertical Version

1.

2.

Evex Medical Corporation logotypes must always be surrounded by an area, which is entirely clear of typography and any other graphic devices. The minimum exclusion

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area, shown here, is made up of the width and height of one of the Evex Medical Corporation logotype blocks at the chosen size X.

Evex Brand Guidelines


Reproducing the Logotype (English) Full & Two Color Mark (without gradation)

1. Full Color Version 3. Two Color Version

2. Full Color Version on the darck background 4. Two Color Version on the Dark Background

1.

2.

3.

4.

Where possible, the Evex Medical Corporation logotype should be displayed on a flat white background (example 1). The logotype can also be displayed as white reversed out of black (example 2).

Evex Brand Guidelines

Logotypes in (example 3) and (examlpe 4) are presented in two colors. Those logos should be used In case of limited printing posibilities.

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Reproducing the Logotype (English) Exclusion Zone

1. Horizontal Version 2. Vertical Version

1.

2.

Evex Medical Corporation logotypes must always be surrounded by an area, which is entirely clear of typography and any other graphic devices. The minimum exclusion

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area, shown here, is made up of the width and height of one of the Evex Medical Corporation logotype blocks at the chosen size.

Evex Brand Guidelines


Reproducing the Logotype in Black and White

1. Main color on white colored background 3. Main color on black colored background

2. Black on white colored background 4. White on black colored background

1.

2.

3.

4.

For printed material, the logotype should only be reproducedin black and white when appearing on black and white print backgrounds. When printing in black and white, the Evex Medical Corporation

Evex Brand Guidelines

logotype can be reproduced as black reversed out of white on a light background, or white reversed out of black on a dark background.

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Reproducing the Logotype in Black and White on Different Backgrounds

5. White on main colored background 7. Black on Bright Colored Background

5.

6.

7.

8.

When reproducing the logotype for print on colored background and on gradient background, care must be taken to ensure that the area surrounding the logotype is tonally even and either sufficiently light or

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6. White on gradient colored background 8. White on black background

sufficiently dark to ensure the logotype is legible. If the background color is bright the logo should be all black, if the backgound color is dark the logo should be all white.

Evex Brand Guidelines


Reproducing the Logotype on Pattern Backgrounds

When using a textured background, the legibility of the logotype is of paramount importance. When the backround is tex-

Evex Brand Guidelines

tured, to ensure legibility, the designer must always use white block under the logo. Exclusion zone must be considered.

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Reproducing the Logotype Minimum Size

8 mm

1.

3 mm

2.

Minimum size for the print, the Evex Medical Coporation logo should never be less that 8mm in size. If there is absolute must to use the logo in miniature size, the designer should consider using only the mark (example 1). If only the mark is used, it should not be smaller that 3mm in haight. (example 2)

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Evex Brand Guidelines


What Not to do With the Logotype

1. Never rotate the logo 3. Never rotate the mark

2. Never change the color of the mark 4. Never distort the logo

1.

2.

3.

4.

What not to do with the logotype examples show inconsistent use of the Evex Medical Corporation logotype. Altering the Evex Medical Corporation logotype will under-

Evex Brand Guidelines

mine the impact of the identity and therefore the Evex Medical Corporation brand. Hence, it is never adviced.

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What Not to do With the Logotype

5. Never use Shadows 7. Never use typography without the mark 9. Never change the composition

5.

6.

7.

8.

9.

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6. Never change logotype font 8. Never change the proportions 10. Never use effects

10.

Evex Brand Guidelines


Reproducing the Primary and Secondary Colors

1. Primary Color (Mark) 3. Secondary Color (Light)

2. Primary Color (Text) 4. Secondary Color (Dark)

C:80 M:10 Y:45 K:0 R:0 G:167 B:157

C:0 M:0 Y:0 K:80 R:88 G:89 B:91

1.

2.

C:100 M:0 Y:45 K:60 R:0 G:89 B:86 Pantone 7476c

C:10 M:0 Y:5 K:0 R:227 G:243 B:241 Pantone 317c (60%)

3.

4.

The colour gives our brand its face. Evex Medical Corporation is a dominantly ocean blue brand. A spectrum of primary and secondary colours help to create varied and exciting applications. These are the Evex Medical Corporation brand colours and their inspirations. Please always match Evex

Evex Brand Guidelines

Medical Corporation brand colors to the swatches that are presented in this section. Accurate reproduction of the Evex Medical Corporation ocean blue is essential in communicating a clear and consistent message about interactivity via logotype.

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Reproducing the Gradient

C:80 M:10 Y:45 K:0 R:0 G:167 B:157 C:100 M:12.5 Y:56.25 K:36 R:0 G:110 B:99

C:80 M:10 Y:45 K:0 R:0 G:167 B:157 C:100 M:12.5 Y:56.25 K:36 R:0 G:110 B:99

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Evex Brand Guidelines


Reproducing the Georgian Typography

აბგდევზთიკლმნოპჟრსტ უფქღყშჩცძწჭხჯჰ 12345678910

აბგდევზთიკლმნოპჟრსტ უფქღყშჩცძწჭხჯჰ 12345678910 Typography is an important element of the Evex Medical Corporation brand identity system to help to create recognition of the brand. Klinic Slab (Bold) is the font used for all latin Evex Medical Corporation applications. The georgian equivalent of the Klinic

Evex Brand Guidelines

Slab (Bold) font is called BPG Nino Mtavruli (Bold). The system font for web and office applications is Trade Gothic LT Std (Condensed No. 18, Bold Condensed No. 20, Bold) and BPG Algeti (Regular) for Georgian.

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Reproducing the English Typography

abcdefghijKLNOPQRST UVWXYZ 123456789

abcdefghijKLNOPQRST UVWXYZ 123456789 All fonts used for Evex Medical Corporation applications will either be provided by Evex Medical Corporation marketing department, or must be purchased at www.myfonts.ge

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or at www.fonts.ge. Please contact the Evex Medical Corporation marketing department for further information.

Evex Brand Guidelines


Reproducing the Grid Systems (A3)

A3 Grid

A grid system is utilized for the print laouts, which help to create consistency in design, and to define the size and placement of the brandmark as well as the graphic device. For consistent layout purposes, a master layout grid is used for all print applications (editorial). The layout grid is based on the A4 master grid. It is constructed with 4 verti-

Evex Brand Guidelines

cal and 8 horizontal columns. The position and size of the brandmark Cell is always based on the grid, and the graphic device is constructed according to the grid, too. Use it further for the placement and alignment of text and image boxes in the layout For any DIN format, scale the master grid which is based on the A4 format. Please use the template files provided whenever possible.

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Reproducing the Grid Systems (A4, A5) Master Grid Measurements

A4 Grid

A5 Grid

25.5

8.4

25.5

8.4

25.5

17 21.2

23

35.6

8.4

35.6

8.4

35.6

8.4

35.6

8.4

Evex Brand Guidelines


Stationary

A letter or a business card may often be the first contact with Evex Medical Corporation. The stationery demands correct and consistent application of the Evex Medical Corporation identity across all stationery items, so as to maintain a clear and professional image for our organisation. Most stationery items work in dual language.

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Evex Brand Guidelines


Evex Brand Guidelines

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Evex Brand Guidelines


Business Card Light Version (Georgian)

5 5 12 6

9

5

5 5

5

5

12 5

5 5

Size: 85 x 55 mm Print colour front: C:0 M:0 Y:0 K:0 Print colour back: C:10 M:0 Y:5 K:0

Evex Brand Guidelines

Name: BPG Nino Mtavruli (Bold) 12pt Title: BPG Algeti (Regular) 9pt Address: BPG Algeti (Regular) 7.5pt

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Business Card Dark Version (Georgian)

5 5 12 6

9

5

5 5

5

5

12 5

5 5

Size: 85 x 55 mm Print colour front: C:0 M:0 Y:0 K:0 Print colour back: C:100 M:0 Y:45 K:60

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Name: BPG Nino Mtavruli (Bold) 12pt Title: BPG Algeti (Regular) 9pt Address: BPG Algeti (Regular) 7.5pt

Evex Brand Guidelines


Business Card Light Version (English)

5 5 12 6

9

5

5 5

5

5

12 5

5 5

Size: 85 x 55 mm Print colour front: C:0 M:0 Y:0 K:0 Print colour back: C:10 M:0 Y:5 K:0

Evex Brand Guidelines

Name: Klinic Slab (Bold) 14pt Title: Trade Gothic LT Std (Cond. No.18) 10pt Address: Trade Gothic LT Std (Cond. No.18) 8pt

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Business Card Dark Version (English)

5 5 12 6

9

5

5 5

5

5

12 5

5 5

Size: 85 x 55 mm Print colour front: C:0 M:0 Y:0 K:0 Print colour back: C:100 M:0 Y:45 K:60

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Name: BPG Nino Mtavruli (Bold) 14pt Title: BPG Algeti (Regular) 10pt Address: BPG Algeti (Regular) 8pt

Evex Brand Guidelines


Letterhead (Georgian)

15

150

15

18

99

7 ./

: (+995 32) 2 55 05 05

www.evex.ge

92

99

15

15 15

Size: A4 297 x 210 mm Print colour front: C:0 M:0 Y:0 K:0

Evex Brand Guidelines

15

Title: BPG Nino Mtavruli (Bold) 11pt Body: BPG Algeti (Regular) 9pt Address: BPG Algeti (Regular) 7.5pt

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Letterhead (English)

15

150

15

18

99

7 40 Vazha-Pshavela Avenue

LOREM IPSUM DOLOR

0105 Tbilisi, Georgia Tel./Fax: (+995 32) 2 55 05 05

lorem ipsum dolor sit amet, te recteque patrioque dignissim pro, mazim delectus mnesarchum id eum.

www.evex.ge

in percipit sadipscing eos. cu sit vero discere scaevola, ex eum meliore mediocritatem, sed rebum debitis ad. nihil viderer ex pro. eu cum oratio percipitur. vim bonorum complectitur eu, nec ut agam aperiri atomorum. illum paulo mei ea, nec cu commune disputationi. ridens explicari assueverit ex mea, ex lorem sententiae qui. vel elaboraret constituam in, mei ei scripta elaboraret. lorem reprehendunt ne pro, dicta propriae interpretaris nam id, eu persecuti inciderint sit.

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et sea altera graecis, placerat detraxit adipisci ei cum. usu minimum scaevola ex. no unum percipit referrentur quo. nam ut aliquip nusquam, ut pro docendi lobortis intellegebat. cum harum paulo expetenda no, ridens equidem maiorum quo et. atqui eripuit comprehensam eos et. soluta reprimique ei has, quem meis adversarium ne quo. sonet scaevola tractatos ut duo. eu omnesque scribentur dissentiunt eam, et tibique rationibus cum, invidunt definitionem duo an. lorem ipsum dolor sit amet, te recteque patrioque dignissim pro, mazim delectus mnesarchum id eum. in percipit sadipscing eos. cu sit vero discere scaevola, ex eum meliore mediocritatem, sed rebum debitis ad. nihil viderer ex pro. eu cum oratio percipitur. vim bonorum complectitur eu, nec ut agam aperiri atomorum. illum paulo mei ea, nec cu commune disputationi. ridens explicari assueverit ex mea, ex lorem sententiae qui. vel elaboraret constituam in, mei ei scripta elaboraret. lorem reprehendunt ne pro, dicta propriae interpretaris nam id, eu persecuti inciderint sit eum ipsum nonumes adversarium te, an usu tota senserit. ad iisque equidem vulputate mel, noster copiosae perfecto duo in. sit vero oportere id, eam mundi aeterno an. vocent assentior prodesset ut his. et sea altera graecis, placerat detraxit adipisci ei cum. usu minimum scaevola ex. no unum altera tur quo. nam ut aliquip nusquam, ut pro docendi lobortis intellegebat..

lorem ipsum

99

15

15 15

Size: A4 297 x 210 mm Print colour front: C:0 M:0 Y:0 K:0

35

15

Title: Uni Sans (SemiBold) 11pt Body: Uni Sans (Book) 9pt Address: Trade Gothic LT Std (Cond. No.18) 8pt

Evex Brand Guidelines


Envelope Light Version (Georgian)

10 10 20

85

30

./

: (+995 32) 2 55 05 05

www.evex.ge

10 10

50

160

10 35

D=25

85

10 220

Size: 220 x 105 mm Print colour front: C:10 M:0 Y:5 K:0

Evex Brand Guidelines

Print colour back: C:0 M:0 Y:0 K:0 Address: BPG Algeti (Regular) 8pt

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Envelope Dark Version (Georgian)

10 10 20

85

30

./

: (+995 32) 2 55 05 05

www.evex.ge

10 10

50

160

10 35

D=25

85

10 220

Size: 220 x 105 mm Print colour front: C:100 M:0 Y:45 K:60

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Print colour back: C:0 M:0 Y:0 K:0 Address: BPG Algeti (Regular) 8pt

Evex Brand Guidelines


Envelope Light Version (English)

10 10 20

85

40 Vazha-Pshavela Avenue 0105 Tbilisi, Georgia

30

Tel./Fax: (+995 32) 2 55 05 05 www.evex.ge

10 10

50

160

10 35

D=25

85

10 220

Size: 220 x 105 mm Print colour front: C:10 M:0 Y:5 K:0

Evex Brand Guidelines

Print colour back: C:0 M:0 Y:0 K:0 Address: BPG Algeti (Regular) 8pt

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Envelope Dark Version (English)

10 10 20

85

40 Vazha-Pshavela Avenue 0105 Tbilisi, Georgia

30

Tel./Fax: (+995 32) 2 55 05 05 www.evex.ge

10 10

50

160

10 35

D=25

85

10 220

Size: 220 x 105 mm Print colour front: C:100 M:0 Y:45 K:60

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Print colour back: C:0 M:0 Y:0 K:0 Address: BPG Algeti (Regular) 8pt

Evex Brand Guidelines


Envelope Shape

20

35

105

105

20 220

Print colour inside: C:10 M:0 Y:5 K:0

Evex Brand Guidelines

Print colour inside: C:100 M:0 Y:45 K:60

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Envelope (Opened)

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Evex Brand Guidelines


Badge (Georgian)

5

20 5

10 5 12

40

6

5

85 5

Size: 90 x 55 mm Print colour front: C:0 M:0 Y:0 K:0

Evex Brand Guidelines

90

Name: BPG Nino Mtavruli (Bold) 12pt Title: BPG Algeti (Regular) 9pt

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Badge (English)

5

20 5

10 5 12

40

6

5

85 5

Size: 90 x 55 mm Print colour front: C:0 M:0 Y:0 K:0

43

90

Name: Klinic Slab (Bold) 14pt Title: Trade Gothic LT Std (Cond. No.18) 10pt

Evex Brand Guidelines


Evex Brand Guidelines

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Evex Brand Guidelines


Evex Brand Guidelines

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Navigation

Navigation allow people to find their way around the clinic. In this case, clear and simple signage is a key for successful experience. In following section there are presented: direction signs, public restroom signs.

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Evex Brand Guidelines


Doorplates (Georgian) WC, Exit, Arrows, Number

10

10

45

70

70

80

45

70

80

10

35

70

10

45

80

10

10

70

70

28

35 80

80

80

10

70

23

45

35 2.5 90

Size: 80 x 80 mm / 80 x 300mm Print colour front: C:0 M:0 Y:0 K:0 Print colour front: C:80 M:10 Y:45 K:0

Evex Brand Guidelines

207.5

Name: BPG Nino Mtavruli (Bold) 40pt Title: BPG Algeti (Regular) 35pt

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Doorplates (Georgian) Arrows, Number

10

70

45

300

10

23

70

45

35 2.5 90

207.5

10

35

70

45

35 2.5 90

Size: 80 x 300mm Print colour front: C:0 M:0 Y:0 K:0

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207.5

Print colour front: C:80 M:10 Y:45 K:0 Name: BPG Nino Mtavruli (Bold) 50pt

Evex Brand Guidelines


Doorplates (Georgian) WC, Exit, Arrows, Number

Size: 80 x 80 mm / 80 x 300mm Print colour front: C:0 M:0 Y:0 K:0 Print colour front: C:80 M:10 Y:45 K:0

Evex Brand Guidelines

Name: BPG Nino Mtavruli (Bold) 40pt Title: BPG Algeti (Regular) 35pt

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Doorplates (Georgian) Arrows, Number

Size: 80 x 300mm Print colour front: C:0 M:0 Y:0 K:0

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Print colour front: C:80 M:10 Y:45 K:0 Name: BPG Nino Mtavruli (Bold) 50pt

Evex Brand Guidelines


Doorplates (Georgian) WC, Exit, Arrows, Number

Size: 80 x 80 mm / 80 x 300mm Print colour front: C:0 M:0 Y:0 K:80

Evex Brand Guidelines

Name: BPG Nino Mtavruli (Bold) 40pt Title: BPG Algeti (Regular) 35pt

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Doorplates (Georgian) Arrows, Number

Size: 80 x 300mm Print colour front: C:0 M:0 Y:0 K:80

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Name: BPG Nino Mtavruli (Bold) 50pt

Evex Brand Guidelines


Directory

153 2.5

3.5 7.5

32

3 2.5

3.5 7.5

51.5 142.5

3 2.5

3.5 7.5 27.5

3 2.5

3.5 12.5

7.5

15

3

7.5

60

Size: 153 x 142.5 mm Print colour front: C:80 M:10 Y:45 K:0 Print colour front: C:0 M:0 Y:0 K:0

Evex Brand Guidelines

67.5

Numbers: Trade Gothic LT Std (Bold) 290pt Text: BPG Algeti (Regular) 105pt

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Directory

Size: 153 x 142.5 mm Print colour front: C:0 M:10 Y:0 K:0 Print colour front: C:80 M:10 Y:45 K:0

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Numbers: Trade Gothic LT Std (Bold) 290pt Text: BPG Algeti (Regular) 105pt

Evex Brand Guidelines


Backlight Signage

x:2

1cm

x:2

1cm

For the backlight signage Evex Medical Corporation logotype has a special characteristics that must be taken in consideration.

Evex Brand Guidelines

Minimum size for the backlight signage the text “Medical Coporation� should never be less that 1cm in size.

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Outdoor Signage Phone Number and Web

For the outdoor signage Evex Medical Corporation logotype has a special characteristics that must be taken in consideration.

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Following section demonstrates how to use the Evex Medical Corporation logotype correctly.

Evex Brand Guidelines


Evex Medical Corporation  

Brandbook for Evex Medical Corporation 2014

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