Brand Development Guide
CONTENTS
1. Facing page 2. The Company 3. Company History 4. Name Brainstorming 5. Philosophy & Naming Ideas 6. Contemporary References 7. Historical References 8. Type Explorations, Logotype Development & 9. Final Logotype 10. Color Palette 11. B/W Mark 12. Color Mark & Secondary Type
My start-up is a professional graphic designing company for creating innovative artworks and tools for scientific marketing and education.
13. Image Style 14. Modular System 15. Ties & Aprons 16. Visiting Card & Letterhead 17. Newsletter 18. Website 19. Back Cover
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HISTORY In 1971, Mr Alex Sunderland by the age of 12 was wellknown for his pencil sketches and drawings. Living in a small town he could only dream about becoming a professional artist but was not able to get a formal education and training for making it real for him. Those days designing was totally an unknown field for those living in small towns. After his science graduation he joined the pharma sales profession and progressed in his career. He was heading Sales & Marketing of a company's Oncology & Biotechnology division in 2012. There he could rekindle his passion for art and designing while guiding the designing/art department which used to design marketing promotional materials, mostly printed as product br ochures, patient information booklets, etc. During this time, he could find that the designing team just followed our ideas for just doing the artwork/design without being able to apply their own creativity, obviously because they did not have the necessary scientific knowledge. This gave him the push to be a designer himself. In 2014 he started as a freelancer dedicated to pharma marketing designing. He could use his medical and scientific knowledge and apply his own creativity for designing pharma marketing tools. Catching up with the new developments like the use of digital marketing and eTools by business organisations, in 2018 he launched his start-up providing a wide range of graphic designing solutions. 3
BRAINSTORMING incentive earnings business meetings
targets and achievements travelling
Promotions
meeting doctors
CMEs clinical studies
literatures
brand reminders
visual aids
chemists
pharmaceutical selling
Medical detailing
prescription pads, pens pharmaceutical marketing generating prescriptions for brands business analysis presentations
studying product manuals
competitor analysis speakers key opinion leaders
1971
Pencil Sketches Portarits of Indian Freedom fighters
science graduation child artist anatomical drawings
artworks, designing
brand promotion materials product brochures
botanical drawings giving binomial nomenclature
research scientists, clinical investigators
packaging materials standees, banners, stickers
patient information leaflets
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PHILOSOPHY
NAMING
1. ART FOR SCIENCE
1. DesignArtScient
2. CREATIVITY & INNOVATION
2. ExtraArty
3. ART FOR CONTINUING MEDICAL EDUCATION
3. CMEART
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CONTEMPORARY REFERENCES
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HISTORICAL REFERENCES
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LOGOTYPE EXPLORATIONS
D A S D A S DESIGNARTSCIENT D A S D A S
LOGOTYPE DEVELOPMENT
d g a s d g a s design-art-scient d g a s d
g
a
s
LETTER SHAPES
DesignArtScient DesignArtScient DesignArtScient
DesignArtScient DesignArtScient TYPE SKELETONS 8
FINAL LOGOTYPE
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COLOUR PALETTE
10
MARK / LOGO
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Color Mark
Secondary Type
You Imagine. We make it Real Imagination is self-generated, not reality. We make it possible for you to turn all your imaginations into reality. 1971 to 2020, is 49 years since an artist tried to showcase his talent to the world. At last he suceeded. He was a sales and marketing professional in a highly scientific field. Scientific illustrations are based on reality. There evidence-based scientific reality only can be illustrated. This forms the basis of our designing. We believe that ‘form follows function’. Form follows function is a principle associated with late 19th and early 20th century architecture and industrial design in general, and it means the shape of a building or object should primarily relate to its intended function or purpose. Same is true in Science. Anatomy is the study of structures and Physiology is the study of functions. Structure determines function here. Our designing is based on these principles.
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IMAGE STYLE
You Imagine.... We make it Real 13
MODULAR SYSTEM
A series of custom designed animated human figures will be used to convey ‘Designing Imagination into Reality’. We will use the 2 ‘i’s in the above logotype as animated human figures. Time to time these human figures will be replaced with real human beings who turned their imaginations into reality utilising our designing services. 14
CUSTOMISED TIES FOR PHARMA MARKETING PROFESSIONALS
CUSTOMISED APRONS FOR DOCTORS
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Business Card
Letterhead
You Imagine..... We make it Real Mobile: 9999999555
Alex Sunderland Founder & CEO www.designartscient.com
Mobile: 9999999555
Alex Sunderland Founder & CEO www.designartscient.com
www.designartscient.com
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NEWSLETETR EDITORIAL
Is Design Art? Spend any amount of time working among professional designers and you learn that equating art with design is a surefire way to stir the pot and hear bold statements like: •“Design is not art. Design has to function.” •“Art is meant to provoke thought and emotions, but it doesn’t solve problems.” •“Artists primarily work off instinct, whereas designers employ a methodical, data-driven process.” Unfortunately, the designer vs. artist discussion often deteriorates into ranting and raving. Lines are drawn, battle flags are raised, and productive dialogue becomes impossible.
continued on page 2
01 EDITION DECEMBER 04, 2020 FOCUS Successful brands not only create engaging content, but they also measure the performance of that content. Four steps to help you balance the art and science of content marketing. Full article on page 2
TODAY
Sales - Art or Science?
Sales is Art, no doubt. When a sales person deals with a prospect one on one it’s all about the connection, emotion and creativity. Pure art. However when a sales organisation grows to ten, twenty or a hundred sales people, an individual’s talent has proportionately smaller impact on the overall turnover of a company and the success of the business gets determined more by the performance of the majority of the sales force. From that perspective, Sales also becomes Science. At a scale or during a fast growth phase predictability of sales becomes more and more important. Exceeding a target significantly one quarter and missing it by a lot the next period — too risky, too stressful. Why is predictability so important? Because the rest of the company vitally relies on these predictions. Do we have enough staff to deliver what we sell? Do we have too many people? What do our investors and lenders expect from us? Can we safely invest into innovation or expand into a new market? Art is inherently unpredictable and this is where science comes in. However both Art and Science are vital for a company and they complement each other. Simply put: Sales Results = Art of Sales + Science of Sales
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WEBSITE
ABOUT Since 1971 we have been showcasing our talent to the world though innovative designs for marketing campaigns, illustrations for scientific promotions and education. Our work is a combination of Design, Art & Science. Scientific illustrations are based on reality. There evidence-based scientific reality only can be illustrated. This forms the basis of our designing. We believe that ‘form follows function’. Form follows function is a principle associated with late 19th and early 20th century architecture and industrial
© 2020 DesignArtScient. All Rights Reserved.
WHAT WE DO design in general, and it means the shape of a building or object should primarily relate to its intended function or purpose. Same is true in Science. Anatomy is the study of structures and Physiology is the study of functions. Structure determines function here. Our designing is based on these principles. Imagination is self-generated and many a times your imaginations do not get the right expressions they deserve. Share your imaginations with us and we will make them real for you
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You Imagine..... We make it Real 19