BRAND BOOK
What’s Inside? 3
Overview
4
Logo: Design & Symbolism
11
Branding Identity Stationery
14
Collaterals & Giveaways
Brand Attributes Color Scheme Technical Specifications Subtones & Typography PhysioFit Typeface Brand Pattern Business Card Format Letterhead Format Envelope Format
page 02 |PhysioFit Brand Book
OVERVIEW PhysioFit Brand Book shall serve as the rule book for standard identifier of the corporate image of the company. This book comprises guidelines for appropriate colours, proportional arrangement, dimensions, typography and other communication materials used as collaterals of the company such as brochures and other corporate giveaways. It is deemed necessary that physiofit’s brand will be consistent and applied to all materials and events of the company thus, it is necessary to consistently apply the visual identity and design spefications of the company as part of the whole branding process. This manual has carefully been studied and planned according to the vision and core services Physiofit could offer. Branding always comes before marketing hence, all these are necessary to establish the image of Physiofit to make it attractive and saleable to the target market.
page 03 |PhysioFit Brand Book
The Logo Primary Logo
PHYSIOFIT SPORTS & REHAB CLINIC
Alternate Version
BRAND ATTRIBUTES The 2 people represent both adult and young individuals who desire to live freely by embracing a healthy lifestyle. The lines suggest movement, encouraging individuals to run for fitness. The hand symbolizes the company. It sends a message that clients are in good hands, that you’ll take care and give clients the best solution for their problems. It suggests assurance and accountability. The circle represents life. The cyclic movement suggests constant energy and dynamism that are both significant in order for men to enjoy life.
page 04 |PhysioFit Brand Book
People running to the right only manifest that physiofit’s clients are taking the right direction both literally and figuratively. It sends a message that Physiofit is the clinic to go!
Color Scheme Physiofit’s corporate colors are light teal, light blue and gray to represent the goals and services of the company. These are the combo shades fit to healthcare branding.
COLOR SWATCH- PANTONE
Light Teal
Light Blue
Gray
Pantone: 7472C
Pantone: 636C
Pantone: Cool Gray 7C
COLOR SWATCH- CMYK (for Print)
Light Teal
Light Blue
C= 67 M= 6 Y= 38 K= 0
C= 43 M= 1 Y= 0 K= 0
Gray C= 41 M= 33 Y= 34 K= 1
COLOR SWATCH- RGB (for Screen/ Web)
Light Teal HEX: #4DB6AC
Light Blue HEX: #80DEEA
page 05 |PhysioFit Brand Book
Gray HEX: #9E9E9E
The shades of teal is associated to balance and stability. It gives a feeling of relief from mental stress and aids clarity of thought. This corporate color suggests comfort, calmness and harmony that speak of the quality service Physiofit provides. Light blue is the color of trust and responsibility. This also indicates reliability and dependability. Physiofit is a company that establishes trust among its clients giving them the peace and healing they desire. The shades of blue manifest credibility in the area of healthcare and medicine.
Gray is for steadfastness. It sends a message that Physiofit does not compromise the health care of its clients. It also indicates the need for self-discipline which is one of the major requirements a client has to develop in order to achieve total transformation in their health and wellness.
TECHNICAL SPECIFICATIONS We believe that branding language is a powerful marketing weapon. However, the stronger the weapon is, the more important it is to follow the rules for using it.
1
LOGO USABILITY
2
Physiofit’s logo must not be distorted, it is mandatory to follow that no additional elements such as effects must be employed on the logo.
Proportion
x
The logo can only be resized down to 3cm (for horizontal primary logo), 2 cm (vertical alternate logo), 0.5 cm (for favicons like shortcut icon, website icon, among others). Resizing lower than the required dimensions may result to distortion or non-identification of the logo.
Resizing
x
PHYSIOFIT
4cm
SPORTS & REHAB CLINIC
3cm
2cm
1cm
0.5
x x x
PHYSIOFIT
x
x
SPORTS & REHAB CLINIC
PHYSIOFIT SPORTS & REHAB CLINIC
x
PHYSIOFIT PHYSIOFIT S P O R T S & RS PE O H AR BT S C &L I N R EI C HAB CLINIC
x x page 06 |PhysioFit Brand Book
x x
Favicon
PHYSI PH
S P O R T S &S P O R RE
3
LOGO VARIATIONS & STAND ALONE SYMBOLS Color/Original PHYSIOFIT SPORTS & REHAB CLINIC
Grayscale
Color/Gradient Teal PHYSIOFIT SPORTS & REHAB CLINIC
Black & White
PHYSIOFIT SPORTS & REHAB CLINIC
4
The following are examples of wrong and unapproved applications and alternatives of PhysioFit logotype.
Improper Use the Logo
PHYSIOFIT SPORTS & REHAB CLINIC
IT
F SIO Y H P
IC LIN B C HA E R S & RT SPO
PHYSIOFIT SPORTS & REHAB CLINIC
PHYSIOFIT SPORTS & REHAB CLINIC
CROPPING
ROTATION
DEFORMATION
TRANSPARENCY
Don’t crop the logo
Don’t rotate the logo
Don’t deform any part of the logo
Don’t use transparency on the logo
PHYSIOFIT SPORTS & REHAB CLINIC
DROP SHADOWS Don’t add drop shadows to the logo
PHYSIOFIT SPORTS & REHAB CLINIC
COLORED BACKGROUNDS Don’t use the colored logo on a colored background.
page 07 |PhysioFit Brand Book
Color Subtones & Typography In order to achieve attractive visuals & graphics, this manual presents a wide array of accent colors to achieve a gradient style & color harmony. Specific typographic elements are outlined in this section as well. Light Blue HEX #80DEEA Pantone: 636C
Typeface Specimen For Headlines & Subheadlines
Light Teal
GOTHAM PRO/ BOLD ABCDEFGHIJKLMNOPKRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
HEX #4DB6AC Pantone: 7472C
Gray HEX #9E9E9E Pantone: Cool Gray 7C
BRAND ATTRIBUTES
trust & responsibility
balance and stability
FUTURA LT LIGHT/REGULAR ABCDEFGHIJKLMNOPKRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 For Body Text
steadfastness
OPEN SANS/ LIGHT ABCDEFGHIJKLMNOPKRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
page 08 |PhysioFit Brand Book
PHYSIOFIT TYPEFACE
PHYSIOFIT SPORTS & REHAB CLINIC
GOTHAM PRO/ BOLD
GOTHAM PRO/ REGULAR
Gotham is a family of widely used geometric sans-serif digital typefaces designed by American type designer Tobias Frerer-Jones in 2000.
PHYSIOFIT SPORTS & REHAB CLINIC
For Microsoft Office, Web/Digital Media, Screen OPEN SANS/ LIGHT/REGULAR/SEMI-BOLD
FUTURA LT LIGHT/REGULAR Futura is a geometric sans-serif typeface designed in 1927 by Paul Renner. It was designed as a contribution on the New Frankfurt-project.
page 09|PhysioFit Brand Book
Open Sans is a humanist sans serif typeface designed by Steve Matteson, Type Director of Ascender Corp. This version contains the complete 897 character set, which includes the standard ISO Latin 1, Latin CE, Greek and Cyrillic character sets. Open Sans was designed with an upright stress, open forms and a neutral, yet friendly appearance. It was optimized for print, web, and mobile interfaces, and has excellent legibility characteristics in its letterforms.
LOGOTYPE USAGE SAMPLES
LETTERPRESS
EMBROIDERED
METTALIC FOIL
CUT-OUT
SPOT UV/ SPOT GLOSS
RUBBER STAMP
3D SIGN WALL
HANGING SIGN WALL
page 10|PhysioFit Brand Book
EMBOSSED
BRANDING IDENTITY STATIONERY BRAND PATTERN The brand pattern is created to support the company’s visual language. Thick and curvy lines are applied to indicate sustainability, dynamism and strength both of the company and its clients.
Dubai Healthcare City, Dubai, UAE Tel: 04 123 4567 | Fax: 04 123 4567 info@physiofitdubai.com | www.physiofitdubai.com
BUSINESS CARD FORMAT & DESIGN
PHYSIOFIT SPORTS & REHAB CLINIC
JOHNNY DEPP Physiotherapist
04 124 5678
johnny@physiofitdubai.com
Dubai Healthcare City
www.physiofitdubai.com
page 11|PhysioFit Brand Book
LETTERHEAD FORMAT & DESIGN Phyiofit’s logo must be placed on the upper left corner of the document. Other details such as the office address, e-mail, telephone number are placed at the lower left corner of the document. This may come in different sizes (letter, legal and A4).
SAMPLE BRANDING STATIONERY WITH ENVELOPE & BUSINESS CARD
page 12|PhysioFit Brand Book
ENVELOPE FORMAT & DESIGN
ENVELOPES 324 x 229 mm
223 x 114 mm
PHYSIOFIT
There are two types of envelope to be used depending on the kind of documents required to mail. #10 Envelope This has a size of 4.12” x 9.5” commonly used for light-weight documents (2-4 page documents)
PHYSIOFIT
SPORTS & REHAB CLINIC
SPORTS & REHAB CLINIC
PHYSIOFIT SPORTS & REHAB CLINIC
PHYSIOFIT SPORTS & REHAB CLINIC
Dubai Healthcare City, Dubai, UAE Tel: 04 123 4567 | Fax: 04 123 4567 info@physiofitdubai.com | www.physiofitdubai.com
Dubai Healthcare City, Dubai, UAE Tel: 04 123 4567 | Fax: 04 123 4567 info@physiofitdubai.com | www.physiofitdubai.com
FOLDER MUGS
PHYSIOFIT SPORTS & REHAB CLINIC
MEDICAL
L O G O T Y P E
PHYSIOFIT SPORTS & REHAB CLINIC
Dubai Healthcare City, Dubai, UAE Tel: 04 123 4567 | Fax: 04 123 4567 info@physiofitdubai.com | www.physiofitdubai.com
page 13|PhysioFit Brand Book
#15 Catalogue Envelope This has a size of 10” x 15” commonly used when documents with more than 10 pages.
Collaterals & Giveaways Your brand must always reflect in your materials to create brand awareness and retention among your target market. The following are sample collaterals and giveaways you could produce or post to strengthen your marketing strategies.
LABEL TAGS
COFFEE CUPS
MUGS page 14|PhysioFit Brand Book