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Brand Standards GUIDELINES & GROWTH

Presented by MossMedia, LLC Š2010


It’s here brand ambassadors are made. Why invest in a brand platform or identity package if you cannot sustain the brand assets across all marketing channels? MossMedia builds and re-engineers brands to last. Time and again, we’ve learned

Brand Standards & Guidelines Samples • OSTN • Animal Planet

the value of a well-scripted Brand Standards & Guidelines manual. This living

• Classic Diagnostic Imaging

document effectively drives and protects the spirit of your brand. Your guide

• InStore Vision

should be easy to navigate and simple enough for any employee or channel partner to understand. This document will insure long-term consistency and proper brand management over the long haul. Your Brand Standards & Guidelines document will guide the application and use of your: • Brand Identity • Corporate Color Palette • Corporate Typefaces • Graphic Do’s and Don’ts • Stationary System • Web Standards • Tradenames and Taglines • Master Brand Asset Library

Presented by MossMedia, LLC ©2010


OSTN B rand STA N DA R D S & G U I D E L I N E S Broadcast & Web Applications

Presented by MossMedia, LLC Š2010


OSTN News Brand Standards: Broadcast & Web


OSTN News Brand Standards: Broadcast & Web

The OSTN News program requires a clean, modern newsworthy graphic identity, which supports OSTN’s commitment to the world’s finest studentbased media communications. A strong brand identity system conveys quality, integrity and confidence, and is a principal means through which an organization or product like OSTN News becomes well known. The consistent use of the OSTN News brand mark, is fundamental to building and maintaining public recognition — and growing a broad audience among the college viewing community. About The Standards The OSTN News brand is a valuable asset. The reproduction standards and artwork examples on the following guideline pages were developed to help everyone protect and strengthen the brand, which includes the visual depiction of OSTN News. For simplicity, most examples of proper use of brand marks, stationery systems and other materials use the OSTN News. Careful adherence to these guidelines will ensure a consistent look and approach to all our communications, so that we present a strong, unified image to our clients, prospects and the general public.

About The Brand Mark OSTN News brand marks, communication materials and processes represent a tremendously valuable asset. The integrity of our program’s brand must be protected. These brand standards will help everyone involved keep the brand consistent and clear, which builds public recognition and acceptance of OSTN. With this goal in mind, the following standards should be adhered to:

• The OSTN News Brand Mark: 1. Must always be reproduced in its entirety. 2. Must never be cropped, disassembled, or altered in any way, except where noted. 3. Must never be substituted for letterforms or numbers (e.g., in place of vowels, consonants, etc.). 4. Must never be used in a headline or sentence. Instead, use the name “OSTN News” in the same typeface, weight and size as the rest of the headline or sentence.

• Must never be used as a decorative device, in a repeat pattern, or enclosed in unapproved shapes.


OSTN News Brand Standards: Broadcast & Web

[ OFFICIAL LOGO ]

brand mark overview | primary brand mark – approved versions The Primary Brand Mark is composed of: 1. The mark “OSTN”; 2. The logotype “Open, Student, Television, Network”. Bracket shapes at left and right are optional. It must otherwise be reproduced as shown. No components may be eliminated, unless otherwise noted in this manual. Never enlarge or reduce any of the individual elements of this artwork. Always enlarge or reduce the artwork as a unit.


OSTN News Brand Standards: Broadcast & Web

[ ALTERNATE LOGO ]

[ REDUCED OPAQUE CHYRON ]

brand mark overview | alternate brand mark – approved versions The Primary Brand Mark must always be reproduced in one of the six approved versions: 1. Official; 2. Alternate; 3. Opaque Chyron; 4. White Screened. These are the only approved versions of the OSTN News broadcast brand mark. You may not use any other color or color combination, to reproduce the Primary Mark or Alternate Mark.


OSTN News Brand Standards: Broadcast & Web

brand mark overview | minimum surround space This surround space distance is defined by roughly twice the height of the letter “o” from the word “OSTN” in the Brand Mark. The Primary Mark must be surrounded by this space to protect the integrity of the mark and the brand’s visual impact. No other print information may enter this surrounding area.


OSTN News Brand Standards: Broadcast & Web

primary color palette

R G B

95% 128% 192%

R G B

250% 168% 28%

R G B

166% 206% 57%

R G B

240% 113% 36%

55%

B

75%

extended color palette

B

25%

B

45%

B

brand mark overview | brand colors OSTN News Primary Brand Mark may only be reproduced onscreen using the above color values. In the case of the gradient applied to the Primary Mark, each color would assume a 20-30% addition of black to the darker end of the gradient. The extended color palette is to be used to complement the primary palette and aid in the overall brand message and program design.


OSTN News Brand Standards: Broadcast & Web

usage | translucent chyron For all broadcast media, utilize a 20-30% opacity chyron

The Primary Brand Mark may not be reproduced in sizes less than 200 pixels wide or less than 10% of screen width.

The chyron may be enlarged to any desired size no greater than 25% of screen. Keep in mind the minimum surround space.


OSTN News Brand Standards: Broadcast & Web

do not flip flop colors

do not use unauthorized colors

do not use logo as a pattern do not split apart logo

do not outline logo

do not vary or resize individual parts

do not enclose in unapproved shape

do not outline in unapproved shape

usage | logo don’ts The proper use of the OSTN News Primary Brand Mark is crucial in upholding the integrity and strength of the OSTN brand. Above are some common ways that the Primary Brand Mark could be misused. Please consult this manual to assure proper logo use.


OSTN News Brand Standards: Broadcast & Web

Trade Gothic Condensed No. 18 Trade Gothic Condensed No. 20 Trade Gothic Light Trade Gothic Medium Trade Gothic Bold Trade Gothic No. 2

typography

Select variations of Trade Gothic, as shown, will serve to extend the brand in titling, supers, captions, and special features throughout the OSTN News program.

Formatted master files for titling, status bar, and captions have been supplied as templates in Photoshop and Illustrator CS2 formats. However, these templates serve as only a starting point for creating a full-blown portfolio of program assets for the OSTN News show production.


Animal Planet brand STA N DA R D S & G U I D E L I N E S Digital Signage / Digital-Out-of-Home Application

Presented by MossMedia, LLC Š2010


A brand that captures your mind gains behavior. A brand that captures your heart gains commitment.

contribution – Scott Talgo, Brand Strategist

A NIM A L P L A NET > > P ET 2 VET > > D IGIT A L SIGN A GE ST A N D A R D S 9.03.08

A Pa r t n e r s h i p o f: D i s c o v e r y, A n i m a l P l a n e t, a n d T r u s t i n T e c h n o l o g i e s


ANIMAL PLANET >> PET2VET DIGITAL SIGNAGE PROGRAM >> BRAND STANDARDS

</ORCHESTRATE>

Intro >>

The Animal Planet DIGITAL SIGNAGE program requires a clean, modern, BUZZWORTHY graphic identity, which supports Animal Planet’s commitment to the world’s finest PET-BASED INFO-TAINMENT — NOW, AVAILABLE FOR VIEWING ON A CONTENT-RiCH

OUT-OF-HOME network. Included in this document are color palettes, elements, type treatments, motion palettes, and a sample depictions of select content segments and graphic elements. Careful adherence to these guidelines will ensure a consistent visual approach to this new level of communications, presenting a strong, unified image to a broad captive audience.

Table of Contents>>

A. PROGRAM BASICS B. DESIGN FOR SIGNAGE VS. BROADCAST C . C R E AT E O P P O R T U N I T I E S F O R B R A N D E X T E N S I O N D . TA K E A D VA N TA G E O F T h e P L AT F O R M E . T emplate M ec h anics F. P R O G R A M A S S E T L I B R A R Y

[2]


ANIMAL PLANET >> PET2VET DIGITAL SIGNAGE PROGRAM >> BRAND STANDARDS

</ORCHESTRATE>

Program Basics >>

C O L O R S trategy The Animal Planet Digital Signage Program will “cue” the audience to smart, entertaining segments and subjects, through strategic use of color. By designating three distinct color groups for various program segments, viewers will quickly have a sense of content segments working together in the overall makeup an engaging program. Gold, used sparingly in call to action and highlights serves as a common thread. 1 >>

[GROWING: This grouping captures THE SPIRIT OF THE ANIMAL PLANET BRAND, ACTION, the environment, OUTDOOR FUN]

2>>

[LIVING: This grouping speaks to pet-loving lifestyle, LOVE, COMPANIONSHIP, AND whole LIVING for pets]

3>>

[KNOWING: This grouping conveys smart healthcare, understanding pets health, believing, sustaining.]

[3]


ANIMAL PLANET >> PET2VET DIGITAL SIGNAGE PROGRAM >> BRAND STANDARDS

</ORCHESTRATE>

Program Basics >>

C O LO R VA L U E S

R G B

0% 102% 40%

R G B

40% 150% 80%

R G B

146% 200% 76%

R G B

255% 200% 0%

R G B

157% 30% 37%

R G B

200% 14% 119%

R G B

124% 86% 49%

R G B

255% 200% 0%

R G B

19% 131% 155%

R G B

13% 176% 211%

R G B

254% 134% 14%

R G B

255% 200% 0%

[4]


ANIMAL PLANET >> PET2VET DIGITAL SIGNAGE PROGRAM >> BRAND STANDARDS

</ORCHESTRATE>

Program Basics >>

T R A N S I T I O N S palette Nothing kills a digital signage program like a set of unsophisticated or unrestrained transitions. [Itâ&#x20AC;&#x2122;s possible that hot new plug-in with 3D rotation should be reserved for your next sales event video.] In other words, careful consideration should go into application of tried and true transitions that let the content do the talking. The Animal Planet digital signage program is no exception. Take pride in developing 2-3 custom transitions, perhaps one that includes a mask of the Animal Planet logo to reveal content. Otherwise, stick to a solid set of transitions such as the following:

FADE UP FROM BLACK

REVEAL UP

REVEAL DOWN

REVEAL RIGHT

REVEAL LEFT

REVEAL UP

SLIDE/FADE RIGHT

SLIDE/FADE LEFT

SLIDE/FADE UP

SLIDE/FADE DOWN

C1

C2

C3

CUSTOM 1

CUSTOM 2

CUSTOM 2

[5]


ANIMAL PLANET >> PET2VET DIGITAL SIGNAGE PROGRAM >> BRAND STANDARDS

</ORCHESTRATE>

Program Advancements >>

D E S I G N F O R S I G N A G E V S . B R O A D C A S T. A strong narrowcast graphics package for digital signage should convey the same quality, integrity and confidence, as Animal Planet’s broadcast programming. Goal: The Pet2Vet Digital Signage program, when based on different frequency and captive viewership models, requires a different design and development approach to “template” design and content hierarchy, in order to build and grow public recognition and extend brand promise. key E L E M E N T S at t h e core of S U C C E S S F U L A N I M A L P L A N E T D I G I T A L S I G N A G E P R O G R A M : • Logo/Brandmark • Pet2Vet Tradename and Tagline • Date/Time Stamp • Now/Next/Lateron dynamic listing • Windowed source video (Animal Planet originals + Sponsor Video) • “Seamless” Zoned emphasis • Varying Segment Length • Frequently Refreshed Segments • Calls to Action and Cues to Engagement Program-wide

[6]


ANIMAL PLANET >> PET2VET DIGITAL SIGNAGE PROGRAM >> BRAND STANDARDS

</ORCHESTRATE>

Program Advancements >>

PROGRAM PERSONALITY CARRIED BY CLEVER CONTENT MIX. Again, this isn’t just edited broadcast spots or repurposed b-roll footage from cable promotions. Custom content created with the Vet office and waiting area in mind will require the right program architecture, look and feel, and audio cues to draw people to the messaging and promotions on screen. Duration: Loop will be available for 1 hour 22 minutes average owner/pet visitation Goal: Captivate audience that connects with AP brand and their advertisers. Voice: Re-assuring, Friendly, Appropriate for vet office to connect to their customers. K E Y P E R S O N A L I T Y T R A I T S for building P E T 2 V E T P R O G R A M persona : • Positive Vet Office Imagery (allows viewers to see positive outcomes, reinforces positive experience) • Lively Pacing... Simple Messaging • Playful Photo Illustration & Stock Photography Backgrounds • Simple, Custom Audio Cues/SFX • Simple, Tried and True Media Transitions • A Small Palette of Custom Media Transitions • 4-5 Branded Interstitials, Specific to Pet2Vet • 2-3 Fun Animated Logos Promoting Animal Planet and Pet2Vet

[7]


ANIMAL PLANET >> PET2VET DIGITAL SIGNAGE PROGRAM >> BRAND STANDARDS

</ORCHESTRATE>

Program Advancements >>

C R E AT E O P P O R T U N I T I E S F O R B R A N D E X T E N S I O N . The Animal Planet brand is a valuable, extendable asset. The Planet’s new digital signage program requires standards and guidelines developed to help everyone protect and strengthen the brand. Goal: Each template should be designed with the evolving broadcast and web brand identity in mind, but overall, it should present a departure, or what we’re referring to as an “extension” of the existing visual brand. P R O G R A M design S T R A T E G I E S : • Keep the layered look and feel of Animal Planet.com alive, through the introduction of natural textures and tones. • Carryover Web 2.0 simplicity such as making use simple color gradients and reflective shading to create consistent dimension while drawing attention to foreground information. • Screen skewed Animal Planet logo, on angle as per and according to broadcast graphic standards, behind primary content area. • Develop type treatments unique to the digital signage program, so as to differentiate, while complementing broadcast and web standards • Produce series of animated interstitials to promote content unique to the network

[8]


ANIMAL PLANET >> PET2VET DIGITAL SIGNAGE PROGRAM >> BRAND STANDARDS

</ORCHESTRATE>

Program Advancements >>

TA K E A D VA N TA G E O F T H E P L AT F O R M Based on the technical spec of Animal Planet’s new network, templates that position video according to spec, while engaging viewers is essential. These new program assets should exploit the platform’s capability, drawing on features such as the ability to push dynamic data to the screen, such as RSS feeds, date/time stamp, and schedule information. Goal: Select venue(s) to test and trial dynamic content, such as web links/txt contests & other audience interaction. T E C H N I C A L C O N S I D E R AT I O N S : • Include live Date/Time stamp — it may seem small, but people appreciate it • Now/Next/Lateron — people jump into the program at all times, this provides consistent cues to watch and engage • SMS Integration — consider messages that call users to engage in mobile to web campaigns • Text Overlay — find ways to overlay titling, captions, dynamic copy over video for added context, especially where re purposing broadcast video is involved

[9]


ANIMAL PLANET >> PET2VET DIGITAL SIGNAGE PROGRAM >> BRAND STANDARDS

Program Advancements >>

</ORCHESTRATE>

[ALTER TO FIT FEATURED VIDEO [I E. PRODUCT,

T E M P L AT E M E C H A N I C S s : 1

TREATMENT, DESTINATION, EVENT:]

SAMPLE TEMPLATE ONLY >> FROM V3 CONCEPTS

While [:30 sec] videos from sponsors and program partners roll in window at right, for example, contextual information appears both left of product, and beneath the product. A template as shown would provide opportunities to cross-sell, drive traffic to sponsor locations and online stores, as well as highlight new product launches and pet care advancements near or at their time of marketplace debut.

[ contextual TO PRODUCT: ]

[ALTER TO FIT CONTENT CATEGORY:] [Contextual TO BRAND:]

[ 10 ]


</ORCHESTRATE>

ANIMAL PLANET >> PET2VET DIGITAL SIGNAGE PROGRAM >> BRAND STANDARDS

Program Advancements >>

P R O G R A M A S S E T L I B R A RY: Factoids are a fun and easy way to customize content of any digital signage program. What dog or cat owner doesn’t want to know they’re going right by their best friend?

CONTENT FEATURES >>

FAC T O I D / “ D I G ” YO u K N O W ? : • [1] Factoid, produced manually per segment, or called from database randomly throughout program • [2-3] A sponsored product or leading brandname can weave throughout segment in multiple zones without compromising the Animal Planet over arching brand CONTENT ZONES >>

[1]

[2]

[3]

[ 11 ]


</ORCHESTRATE>

ANIMAL PLANET >> PET2VET DIGITAL SIGNAGE PROGRAM >> BRAND STANDARDS

Program Advancements >>

P R O G R A M A S S E T L I B R A RY: Factoids are a fun and easy way to customize content of any digital signage program. What dog or cat owner doesn’t want to know they’re going right by their best friend?

CONTENT FEATURES >>

FAC T O I D / “ D I G ” YO u K N O W ? : • [1] Factoid, produced manually per segment, or called from database randomly throughout program • [2-3] A sponsored product or leading brandname can weave throughout segment in multiple zones without compromising the Animal Planet over arching brand CONTENT ZONES >>

[1]

[2]

[3]

[ 12 ]


</ORCHESTRATE>

ANIMAL PLANET >> PET2VET DIGITAL SIGNAGE PROGRAM >> BRAND STANDARDS

Program Advancements >>

P R O G R A M A S S E T L I B R A RY: The voice of vets and pet care professionals is the core value proposition of Pet2Vet. Tips and seasonal healthcare segments can be coupled and followed with sponsor segments for ongoing prevention and seasonal treatments.

CONTENT FEATURES >>

V E T/ E M P LOY E E O F M O N T H : • [1] Feature Photo • [2] Feature Info • [3] Dynamic Next Listing, cues viewers to keep eyes on the screen and engaged for upcoming segments and features CONTENT ZONES >>

[2]

[1]

[3]

[ 13 ]


ANIMAL PLANET >> PET2VET DIGITAL SIGNAGE PROGRAM >> BRAND STANDARDS

</ORCHESTRATE>

Program Advancements >>

P R O G R A M A S S E T L I B R A RY: At times when the product sponsor takes priority over the video segment, a smaller video window opens up the template for emotive photo backdrop or product highlight.

CONTENT FEATURES >>

T O N I G H T/ R E A L-T I M E

LISTING

:

• [1] Listing(s) in Real-time • [2] Video Highlights of series or featured program from cable programming network • [3] A sponsored product or leading brand name can compliment this segment, such as a promotion for Disney Getaway or related promo. CONTENT ZONES >>

[1] [2]

[3]

[ 14 ]


ANIMAL PLANET >> PET2VET DIGITAL SIGNAGE PROGRAM >> BRAND STANDARDS

</ORCHESTRATE>

Program Advancements >>

P R O G R A M A S S E T L I B R A RY: The Pet2Vet program will only be as good as the sum of its parts. An initial library of program assets and content templates help insure the Animal Planet brand is carried throughout, in a fresh and inviting new way.

CONTENT FEATURES >>

WEB PROMO: • [1] The Pet2Vet program can promote features of Animal Planet Website. • [2] A dynamic crawl or ticker will bring attention to timely events, and promos featuring premiers and shows happening later in the day, both online and via cable.

CONTENT ZONES >>

• [3] A real-time time/ temperature stamp shown here

[1]

[2]

[3]

[ 15 ]


Classic Diagnostic B rand STA N DA R D S & G U I D E L I N E S Corporate Marketing Applications

Presented by MossMedia, LLC Š2010


Graphic Standards Guide BRAND IDENTITY POWERED BY MOSSMEDIA ©2008, 2010


Forward

Graphic standards are produced to protect the integrity of an organization’s corporate image through its name and logo. For Classic Diagnostic Imaging, consistency is the key to “speaking in one voice” wherever the Classic Diagnostic Imaging name and mark are used. This consistency provides a clarity of all Classic Diagnostic Imaging media messages and ensures that a recognition of the name and mark retain their maximum impact. The visual system laid out in the following pages should be followed faithfully whenever using the Classic Diagnostic Imaging name and mark. It is meant to unify the Classic Diagnostic Imaging’s image, and should be used for all printed materials. Parts of the manual should be a reference, but not all areas of the identity could possibly be covered in these pages. The Classic Diagnostic Imaging logo should never be redrawn or recreated in any other form. If any major issues arise, please contact David Moss at Boondock Walker, 216-431-9301.

BRAND IDENTITY POWERED BY MOSSMEDIA

[1]


The Mark

As a guide, the space of the logo from any other information should be based on the within the work “Classic”. Using the ”C” as a guide, the logo should never be any closer than 1 “C” from any other object. The Classic mark should be placed in a field of white.

BRAND IDENTITY POWERED BY MOSSMEDIA

If the Classic Diagnostic logo needs to be on a colored background, please use one of the one-color versions (refer to page 4).

[2]


Logo Variations

The primary Classic Diagnostic Imaging logo is marketcentric. It symbolizes a brand ready for the global marketplace. Designed for use on focals, large and small format, it portrays the retail experience. A dynamic arc suggests the energy of before, during, and after the “journey” of retail. The mark also symbolizes a connection point, to content, messaging, brand promise, and more —all managed by the retail clients of Classic Diagnostic Imaging. This is the preferred logo format, recommended for long-term use and offers best results for brand recognition in the long-term.

BRAND IDENTITY POWERED BY MOSSMEDIA

[3]


Color Versions

The primary Classic Diagnostic Imaging logo is marketcentric. It symbolizes a brand ready for the global marketplace. Designed for use on focals, large and small format, it portrays the retail experience. A dynamic arc suggests the energy of before, during, and after the “journey” of retail. The mark also symbolizes a connection point, to content, messaging, brand promise, and more —all managed by the retail clients of Classic Diagnostic Imaging. This is the preferred logo format, recommended for long-term use and offers best results for brand recognition in the long-term.

Pantone 187

Pantone Black

C=0

R = 196

C=0

R=0

M = 100

G = 18

M=0

G=0

Y = 79

B = 48

Y=0

B=0

K = 20

K = 100

BRAND IDENTITY POWERED BY MOSSMEDIA

[4]


The Mark Donâ&#x20AC;&#x2122;ts

The Classic Diagnostic Imaging logo should never be altered in any way. Do not place the Classic Diagnostic Imaging mark on any angle. Do not place any mark on a screen or solid of any color other that white. Do not place the logo in any immediate containing shape, i.e. a circle or rectangle.

BRAND IDENTITY POWERED BY MOSSMEDIA

[5]


Type

This guide identifies the typography that should be used on all Classic Diagnostic Imaging media, marketing, internal, and collateral materials. The following typefaces are the only ones that should be used on Classic Diagnostic Imaging materials.

DIN: Official Typeface Family ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmbopqurstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmbopqurstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmbopqurstuvwxyz

Headlines should appear in a Bold form. Letter and word spacing is a judgement call, however use this as a guide: This is too small of a space! T hi s i s too l a rg e of a sp a ce! BRAND IDENTITY POWERED BY MOSSMEDIA

[6]


Business Card [CDI Bizcard Design - Final Proof]

Business Card Edward Rawley PRESIDENT & CEO 1333 Highland Rd. Suite F Cleveland, Ohio 44056 P: 866.818.9729 F: 330.425.4400 e.rawley@classic-imaging.com

Shown here, the business card carries the brand identity, tagline, value proposition, and key contact information for the Company and Employee.

[front]

Support that Sustains. Knowhow that Saves.™ + + + + +

Business Cards carry the first impression for a brand, often times before a Company’s Website or other marketing channels meet the heart and mind of a prospect or existing customer.

The communication design is a clean, technical, and intelligent representation of Classic’s unique brand of customer service.

Mammography Units, Parts & Accessories Refurbished Bucky Trays GE AMX IV/IVPlus Boards 866.818.9729 OEM Replacement Parts 330.425.4400 www.classic-imaging.com Probes, Processors & More [ TO L L - F R E E U . S . ]

[I N T E R N AT I O N A L ]

[back]

BRAND IDENTITY POWERED BY MOSSMEDIA

[7]


Letter Head

Letter Head July 28, 2009

Dear Joe,

ssic to read about Cla of your schedule ing the time out ponse time and Thank you for tak for the best in res ves stri y pan 00 parts ging. Our com we have over 4,0 Diagnostic Ima vide. Currently, No modality is that we can pro ts ic. duc aph pro ogr lity mm in qua iographic to ma provides such t range from rad hing group that in inventory tha have a refurbis Horizontal stock. We also e Cranes, AMX Tub d Hea r missed with our Ove ators, ky Trays, Collim products as Buc . ms s, to complete roo and Vertical Arm ustry with none in the ind m is second to X IV tured AMX progra convert your AM Our remanufac trade-ins. We can for you nts cou dis ing and s required as if ion pric cat itive difi pet mo ds com latest fiel X IV+ with all the units into an AM . g a new AMX IV+ were purchasin ed with new ry part is replac er a calibration. Eve n request at low a paint job and This is not just are available upo es tub w Ne condition. the tter ma ed. no parts t is remanufactur ts when your uni than market cos gnostic ough Classic Dia that you make thr at efit, all purchases ss of your choice cla the As an added ben for s tificate get for ard training cer not have to bud Imaging go tow titute. So, you do from vice Training Ins and equipment do is buy parts Radiological Ser to e hav you ate. for training. All a training certific separate costs ctly set aside for dire to is t nce cos t erie tage of tha wledge and exp us and a percen the additional kno help you to gain . tion We hope this will titu for you ins you capabilities better enhance anything ut us. If there is r time to read abo thank you for you Again, I want to l. cal a us you please give that I can do for

Rd. Suite F 1333 Highland 44056 Macedonia, Ohio P: 330.425.4400 4400 425. F: 330. .com

ging www.classic-ima

Classic’s letterhead is smart and forward thinking, to reflect the future of the Company. Available in Word as a *.DOT template file, staff can easily open and create professional communications that capture the spirit of the brand. The version shown here includes a p2, where the logo and contact information is reduced to simply the “plus-cluster” brand mark.

Kind Regards,

Ed Rawley President imaging.com e.rawley@classic-

[TOLL -FREE

U.S.]

[INTE RNATI ONAL

BRAND IDENTITY POWERED BY MOSSMEDIA

]

866.818.9729 330.425.4400

[8]


SAMPLE ADS

ReFURB. Replace.

AMX

ReWaRD.

tO tHE

Mention this ad and receive 10% off your next order.

ThE

Classic redefines sustainability with full-service mammography device refurbishment and modification that goes far beyond just a new paint job. Add to that free tech support, comprehensive inventory, and parts I.D., — Classic renews and deploys your devices, better than new.

BUcky STARTS hERE.

MAX

tic Imaging > Official Brand Identity Elements

Classic Diagnostic Imaging > Official Brand Identity Elements

alker ©2008

By Boondock Walker ©2008

+ Mammography Units, Parts & Accessories + Refurbished Bucky Trays

+ Boards + Collimators

+ GE AMX IV/IVPlus Boards + OEM Replacement Parts

Classic Diagnostic Imaging > Official Brand Identity Elements By Boondock Walker ©2008

+ Horizontal Arms Classic Diagnostic Imaging > Official Brand Identity Elements

+ Probes, Processors & More

Support that Sustains. Knowhow that Saves.

GE AMX IV/IV Plus...

1333 Highland Rd. Suite F Macedonia, OH 44056 www.classic-imaging.com

+ Vertical Arms

By Boondock Walker ©2008

+ Displays and Overlays

Classic Diagnostic Imaging > Official Brand Identity Elements By Boondock Walker ©2008

Support that Sustains. Knowhow that Saves.

Support that Sustains. Knowhow that Saves.™

[TOLL-FREE U.S.]

866.818.9729

FIG. 1A

[TOLL-FREE U.S.] FIG. 1A

866.818.9729

[INTERNATIONAL]

[INTERNATIONAL]

330.425.4400

330.425.4400

Mention this ad and receive 10% off your next order. [ TO L L - F R E E U . S . ] FIG. 1B

1333 Highland Rd. Suite F Macedonia, OH 44056 www.classic-imaging.com

FIG. 1C

FIG. 1D

[I N T E R N AT I O N A L ]

Mention this ad and receive 10% off your next order.

866.818.9729 330.425.4400

FIG. 1B

FIG. 1C

FIG. 1D

FIG. 1A

1333 Highland Rd. Suite F + Macedonia, OH 44056 + www.classic-imaging.com

BRAND IDENTITY POWERED BY MOSSMEDIA

[9] FIG. 1B

FIG. 1C

FIG. 1D


SAMPLE ADS

CLASSIC SERVICE CLASSIC SUPPORT

[CLASSIC MOVES]

Trouble finding a strong partner in medical device service? From free tech support, comprehensive inventory, and parts I.D., to rapidfire response and friendly service — Classic puts you on solid ground!

You call, we jump. Some might even say we leap. From free techical support, comprehensive inventory, and parts I.D., to rapidfire response and friendly service — Classic simply moves farther, faster.

Service. It’s not just a buzz word. It’s a lifeline. From free tech support, comprehensive inventory, and parts I.D., to rapidfire response and friendly service — get to know the real value of Classic.

+ Mammography Units, Parts & Accessories + Refurbished Bucky Trays

+ Mammography Units, Parts & Accessories + Refurbished Bucky Trays

+ Mammography Units, Parts & Accessories + Refurbished Bucky Trays

+ GE AMX IV/IVPlus Boards + OEM Replacement Parts

+ GE AMX IV/IVPlus Boards + OEM Replacement Parts

+ GE AMX IV/IVPlus Boards

+ Probes, Processors & More

+ OEM Replacement Parts + Probes, Processors & More

+ Probes, Processors & More

Classic Diagnostic Imaging > Official Brand Identity Elements

Classic Diagnostic Imaging > Official Brand Identity Elements

Classic Diagnostic Imaging > Official Brand Identity Elements

By Boondock Walker ©2008

By Boondock Walker ©2008

By Boondock Walker ©2008

Support that Sustains. Knowhow that Saves.

Support that Sustains. Knowhow that Saves.

Ask ABOUT:

COnTACT:

+ New Refurbishment Programs + Free Training Credits + Tech Support, Parts ID, & More...

1333 Highland Rd. Suite F Macedonia, OH 44056 www.classic-imaging.com

[ TO L L - F R E E U . S . ] [I N T E R N AT I O N A L ]

FIG. 1B

FIG. 1A

Ask ABOUT:

COnTACT:

+ New Refurbishment Programs + Free Training Credits + Tech Support, Parts ID, & More...

1333 Highland Rd. Suite F Macedonia, OH 44056 www.classic-imaging.com

866.818.9729 330.425.4400 FIG. 1C

BRAND IDENTITY POWERED BY MOSSMEDIA

Support that Sustains. Knowhow that Saves.

[ TO L L - F R E E U . S . ] [I N T E R N AT I O N A L ]

FIG. 1D

FIG. 1B

FIG. 1A

Ask ABOUT:

COnTACT:

+ New Refurbishment Programs + Free Training Credits + Tech Support, Parts ID, & More...

1333 Highland Rd. Suite F Macedonia, OH 44056 www.classic-imaging.com

866.818.9729 330.425.4400 FIG. 1C

[ TO L L - F R E E U . S . ] [I N T E R N AT I O N A L ]

FIG. 1D

FIG. 1B

FIG. 1A

866.818.9729 330.425.4400 FIG. 1C

FIG. 1D

[ 10 ]


SAMPLE ADS

MENTION THIS AD, AND PROMO CODE: 0209

RECEIVE A $50 GIFT CARD FOR ALL ORDERS OF $500 AND UP.

WHERE TURNKEY

WE KNOW

MEANS

TOP VALUE

TURNKEY

IS ABOUT

PEOPLE.

We offer a wealth of knowledge. Wisdom like: knowing it saves to update your used devices. We’ve got you covered, in fact, we can save you thousands by closing the downtime window. And we supply free technical support on most OEM products and free parts I.D. for those who do not have the documentation to identify the parts themselves. So, whether it is a part from stock, a refurbished component level assembly, or a complete device refurb, we’re in this together.

From the evaluation and exchange of

From exchanging your existing systems

your existing imaging system, to the

to preparing a comprehensive updated

engineering of a comprehensive workflow

setup— you can expect a new benchmark

Classic Diagnostic Imaging > Official Brand Identity Elements By Boondock Walker ©2008

WE PUT THE WE IN WEALTH.

solution— you can expect a premium level

Classic Diagnostic Imaging > Official Brand Identity Elements

in overall patient and staff satisfaction

By Boondock Walker ©2008

of return on your investment when you

when you partner with Classic.

partner with Classic.

We think green goes beyond a tagline.

We actually listen to our customers.

Support that Sustains. Knowhow that Saves.

+ Turnkey Solutions

FIG. 1A

FIG. 1A

+ Full-service Refurbishment

+ GE AMX IV/IV Plus

+ GE AMX IV/IV Plus

+ Mammography - Analog and Digital

+ Mammography - Analog and Digital

+ OEM C-Arms

We do comprensive, not expensive.

Classic Diagnostic Imaging > Official Brand Identity Elements

+ Turnkey Solutions

+ Full-service Refurbishment

By Boondock Walker ©2008

We respond with a quickness.

+ OEM C-Arms

+ Total Radiology Imaging Solutions FIG. 1B

We know refurb like nobodies business.

Support that Sustains. Knowhow that Saves.

FIG. 1C

www.classic-imaging.com

FIG. 1D

+ Total Radiology Imaging Solutions FIG. 1B

FIG. 1C

www.classic-imaging.com

[TOLL-FREE U.S.]

[INTERNATIONAL]

[TOLL-FREE U.S.]

[INTERNATIONAL]

866.818.9729

330.425.4400

866.818.9729

330.425.4400

FIG. 1D

Support that Sustains. Know-how that Saves.

[TOLL-FREE U.S.]

[INTERNATIONAL]

866.818.9729

330.425.4400

www.classic-imaging.com

FIG. 1B

BRAND IDENTITY POWERED BY MOSSMEDIA

FIG. 1A

FIG. 1C

FIG. 1D

[ 11 ]


Classic Diagnostic Imaging 2008 • 1333 Highland Rd. Suite F • Cleveland, Ohio 44056 • P: 866.818.9729 • F: 330.425.4400


InStore Vision brand STA N DA R D S & G U I D E L I N E S Digital-Out-of-Home & Corporate Applications

Presented by MossMedia, LLC Š2010


Identity Style Guide


FORWARD Graphic standards are produced to protect the integrity of an organization’s corporate image through its name and logo. For Instore Vision, consistency is the key to “speaking in one voice” wherever the Instore Vision name and mark are used. This consistency provides a clarity of all Instore Vision media message and ensures that a recognition of the name and mark retain their maximum impact. The visual system laid out in the following pages should be followed faithfully whenever using the Instore Vision name and mark. It is meant to unify the Instore Vision’s image, and should be used for all printed materials. Parts of the manual should be a reference, but not all areas of identity could possibly be covered in these pages. The Instore Vision logo should never be redrawn or recreated in any other form. If any major issues arise, please contact David Moss, Boondock Walker, 216-431-9301.


THE MARK


SPACING ISSUES As a guide, the space of the logo from any other information should be based on the within the work “Vision”. Using the ”n” as a guide, the logo should never be any closer than 1 “n” from any other object.


USAGE ISSUES Primary The primary InStore Vision logo is retail-centric. It symbolizes a brand ready for global marketplace. Designed for use on focals, large and small format — it portrays the retail experience. A dynamic arc suggests the energy of before, during, and after the “journey” of retail. The mark also symbolizes a connection point, to content, messaging, brand promise, and more —all managed by the retail clients of InStore Vision. This is the preferred logo format, recommended for long-term use and offers best results for brand recognition in the long-term.

Secondary

The secondary Instore Vision logo has been chosen for application on letterhead, forms, sellsheets, and more. It provides the initial “literal” cue to the product offering — content and technology solutions for retail, delivered on screen for customers.

These Instore Vision logos may not be altered, and may be reproduced only by approved guidelines (see page 7). The logo may be enlarged to scale


Improper Usage

Do not place the Instore Vision logo on any angle. Do not place any mark on a screen or solid of any color other that white. Do not place the logo in any immediate containing shape, i.e. a circle or rectangle.


COLOR

Pantone 1665

Pantone 1235

50% of Pantone 431

Gradient of P1665 & P1235

Pantone 431

Pantone Black

Gradient of P431

One Color Versions

Pantone Black

Pantone 431

Pantone 1665

Pantone 1235


TYPOGRAPHY This guide identifies the typography that should be used on all Instore Vision media marketing, internal, and collateral materials. The following typefaces are the only ones that should be used on Instore Vision materials.

Myriad Pro ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmbopqurstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmbopqurstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmbopqurstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmbopqurstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmbopqurstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmbopqurstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmbopqurstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmbopqurstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmbopqurstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmbopqurstuvwxyz

Myriad ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmbopqurstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmbopqurstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmbopqurstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmbopqurstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmbopqurstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmbopqurstuvwxyz

Headlines should appear in a Bold form. Letter and word spacing is a judgement call, however use this as a guide: This is too small of a space! Th i s i s to o l arg e o f a spa ce!


LETTERHEAD Letterhead 0.35" from the top of the page

Centered in middle of page

All letterheads are printed in 5 colors (Pantone 1665, 1235, 431, and Pantone Black). The logo will be the primary version shown on page 5. The background swash is a gradient of Pantone 431.

3.65" from the top of the page

The body of the letters will be contained within these margins: 0.5" from each side The body text is Myriad Pro, at 11 point and 9 point leading.

Centered in middle of page InStore Vision • 744 Broad Street • Newark , NJ 07102 • P: 973.799.0901 • F: 973.799.0901

instorevision.com

0.35 from the bottom of the page

Envelope 744 Broad Street Newark, NJ 07102 instorevision.com

The size 10 envelope will be printed in 5 colors the same as the letter head. The secondary logo will be used from page 5. The tag line “Visionary Solutions for Today’s Retail,” will be placed under the logo. The swash will be a on the left hand side, in a gradient of Pantone 431.


BUSINESS CARDS

Front

David Michael Marmour

The business cards for Instore Vision are printed in 5 colors, Pantone 1665, 1235, 431, and Pantone Black.

PRESIDENT&CEO

744 Broad Street Newark, NJ 07102 instorevision.com

P 973.799.0901 F 973.799.0901 E dmarmour@instorevision.com

The front of the business card uses the secondary logo on the left. The design allows the information on the card to prevail while still placing emphasis on the design.

Back The back of the business card uses the logo on black. The card should never be reproduced other than the format shown.


InStore Vision • 744 Broad Street • Newark, NJ 07102 • P: 973.799.0901 • F: 973.799.0901

instorevision.com

MossMedia > Brand Standards  

MossMedia builds and re-engineers brands to last. Time and again, we’ve learnedthe value of a well-scripted Brand Standards & Guidelines man...

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