Brand Guidelines 1
Using this book This brand guide book
important to put down
is essential for an
and follow the right usage,
understanding of how
which conveys the ‘look
Eksa’s logo including the
and feel’ effectively. The
different elements can
ultimate objective would
be used across different
be to etch the idea of Eksa
mediums and spaces.
in the consumer’s mind
Eksa in its form and image
so that it is synonymous
is different from what a
with its values- attentive,
lot of healthcare brands
relieving, reassuring and
are associated with- rigid,
empowering.
stark and defined. The imagery is more fluid and natural. Thus it is
3
About Eksa Philosophy
7
Vision and mission
8
Values
9
Essence
10
Visualizing Eksa The identity
12, 13
Grid
14
Minimum size
15
Buffer space
16
Colour
17, 18
Different backgrounds
19, 20
Typeface
21, 22
Correct usage
23
Brandmark misuse
24, 25
4
Extending Eksa The circles
27- 29
Iconography
30-31
Application
32-44
Advertising
45-46
5
About Eksa
6
Philosophy Eksa Orthopedic Care is a result of our collective effort to create a healthcare space that is positive and enabling. Hospitals are often associated with pain and trauma and the objective is to balance that with a more optimistic outlook. We wanted to create a brand that evokes empathy, addresses the consumer’s needs and makes the journey of relief, treatment and cure, and finally wellness easier and more comfortable.
7
Vision To revive, retain and promote good health.
Mission Reliable systems and service that care for the quality of life.
8
Values Attentive
Relieving
As a brand that promises
The first thing that one longs
quality healthcare we strive
for in a healthcare space is
to recognize and address
relief from pain and discomfort.
the pain and discomfort the
We seek to provide the
consumer is experiencing as
consumer just that, not
soon as possible. We simplify
only through treatment but
our systems so we can guide
also streamlined processes.
our consumers through the journey from relief to wellness.
Empowering Empowerment is a svery
Reassuring
positive word and sentiment
Assurance coupled with
that is often missing in a
attention lets the consumer
healthcare space. This value
know that he or she is being
enables us to make the
taken care of. Being a more
consumer feel less helpless,
personal space we want to
more in control of their health.
make a connect with the
It enables the stakeholders to
consumer, encouraging and
feel more disposed to their
empathizing with them on their
responsibilities, more aware
road to recovery.
of their importance in the organization.
9
Essence To enable enable (n)-give (someone) the
organization, it could stand for
means to do something; make it
enabling the patient and his or
possible for.
her family to remain positive in
In the context of Eksa, it could
the face of adversity and so on.
stand for enabling movement
Thus Eksa as an organization
after an injury, it could stand for
enables relief, positivity and
enabling an opportunity for a
comfort. Our essence lies in our
stakeholder to develop a long
ability to enable.
standing relationship with the
10
Visualizing Eksa
11
The identity
Horizontal (preferred)
Stacked
12
In black and white
13
Grid
14
Minimum size
1.9cm
3.8 cm
15
Buffer space The minimum clear space around the logo at given time should be the x height of Eksa.
x
x
x
x
x
16
Colour The colour personality of the
conscious effort to steer
brand is natural, individual,
clear of the passive, muted
and a mix of active and
tones that hospitals usually
passive and traditional
go with.
and modern. There was a
#5bc4be
#f89d53
#dd6d61
#58585b
17
#8781bd
#5bc4be
#f89d53
#8781bd
#89d0c8
#fab27b
#9994c8
#c9e8e5
#fdd09e
#a59fce
#dd6d61
#58585b
#f2706c
#bbbdc0
The
uniformity
secondary
across all
colours are
applications
tonal values
and mediums.
of the primary colours to maintain
#f598a3
a sense of
#e6e7e8
18
On different colours
On lighter tones
19
On different colours
On darker tones
20
Typeface
Avenir LT Std 85 Heavy with rounded edges
The rounded edges for the logotype worked with the form of the soft, fluid forms rather than the more defined edges of the original typeface.
Avenir LT Std Light 45 book
21
ABCDEFGHIJKL
AVENIR LT STD 85 Heavy
MNOPQRSTUWX YZ abcdefghijklmno pqrstwxyz 1234567890
ABCDEFGHIJKLM NOPQRSTUWXYZ abcdefghijklmno pqrstwxyz 1234567890
Primary Typeface
22
AVENIR LT STD 45 Book
Brandmark correct usage
23
Brandmark misuse
24
Brandmark misuse
25
Extending Eksa
26
The circles knowledge
assistance
systems
27
The circles can be used in different scales and transparencies in the background. Examine the context in which you are using the circles. If you are developing a medium/ collateral/ concept that provides the customer with information then use the green.
28
If you are providing them with assistance, making a certain process easier for them like registration or billing then use the orange.
If you are developing a resource/ medium/ collateral that is strengthening the internal system, making it more effecient, for example communication within the staff and organization then use purple.
29
Iconography
30
Iconography
31
Business cards
32
Letterheads
33
Stationery
34
Pillow
Badge
35
Brochure
36
Fabric
37
Reception
38
Ambulance
39
Cut out
40
Glass
41
Etched on wood
42
Carved out of wood
43
Metal
44
For print ads
45
For billboards
46