Branding Guidelines 2019-2020
04 06 14 18 24
Chronicle Logo Color Typography Representation
04 Chronicle In 1982, AMPRONIX was established as a high-end service organization based out of Southern California. Our goal: Service and repairs of advanced medical imaging technology across the country. Thirty years later, our reach has drastically expanded. Years of experience, spawned from repairing numerous different products from different original equipment manufacturers, ultimately placed the company in the perfect position to expand to sales. We weren’t satisfied - it became clear that our high service volume and longstanding relationships with equipment manufacturers allowed us to become a reliable and affordable competitor. Today, we offer repair, sales, replacement and diagnostic servicing on Medical Imaging in over 130 countries across the globe.
The best service. The best product. The best value. Backed by over 30 years of expertise and uncompromising service and product support.
WHAT WE BELIEVE As a leader in the field of Medical Imaging, AMPRONIX recognizes that there are special needs within the Medical Community that are not easily addressed by larger manufacturers whose bottom line needs high volume to justify production. The Medical Community might be a small market segment, but that does not mean that their needs are not important. On the contrary, we have always felt that the Medical Community is one of the most important industries today. More than thirty years ago, when our company started, we were pushing to create the products that meet the unique needs of the Medical Community.
CORE PRINCIPLES Service
Care & Speed
Before Ampronix broke into sales, we had already made a name for ourselves helping the Medical Community with repairs and service on medical equipment. We believe, first and foremost, in the service we provide to the Medical Community, and how important high quality imaging is to modern medicine.
We pride ourselves on offering fast and accurate service and distribution. Being thorough is important to us, which is why we stock many hard-to-find displays and plug-and-play replacements that can be shipped to the customer for next day morning delivery. As a factory authorized service center, we’re able to take displays, recorders and printers and remanufacture them at significant savings to the customer.
Quality
Cost-Sensitive
Ampronix represents high quality for affordable costs. If a product is poor quality, we won’t sell it. Quality, reliability, safety, and ease of use and integration or installation: these are the factors that make a product something to be proud of. It doesn’t matter if it’s ours or someone else’s: if we’re selling it, we stand by it.
Our extensive service history puts us at the advantage of knowing what our products and services should cost. We understand the growing needs of companies across the world, and how more goes into a purchasing decision than ‘needing the next big thing’.
We also believe in quality of service, of course. When you buy a product with Ampronix, you’re buying a lifetime of service - our company has stood the test of time for over thirty years, and we’re showing no signs of stopping anytime soon.
We work with our customers to find a solution that helps improve, repair, or replace their technology without costing them a fortune.
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08 Logo
Sleek. Modern. Reliable. The AMPRONIX logo represents our commitment to top quality service and our professional background in the Medical Imaging Field. Over the years Ampronix has gone through many changes, but our logo remains relatively the same as it always has: a curved A letterform inside of a box, and our company name in a proud, strong blue. One of the few changes to it so far was the addition of “Medical Imaging Technology” to the bottom of our logo, to better signify at a glance what our company’s specialty is.
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.6X
.6X
1.75X
1.75X
x is defined as the width of an individual leg of the lowercase m in our wordmark. Using that as measurement, ensure you allow enough space surrounding our logo.
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MAIN LOGO 1. We prefer that “IMAGING TECHNOLOGY” remains on most depictions of our logo, with exceptions only made (and detailed further on) if you are given written permission or prior authorization by an Ampronix Representative. If such permission is given, ONLY that text may be removed. You will be provided with an appropriate file to use.
3.
2. In the interest of legibility, the absolute lowest size for printing is 45pt or roughly 15.875 millimeters. Likewise, the absolute lowest size for digital displays or online advertising is 150px by 50px. 3. Please do not change or modify the colors, proportions, or shape of the logo beyond anything shown in these guidelines.This includes improper stretching or bending - if you’re unsure of how to keep the logo proportional, please contact your Ampronix Representative, who will happily assist in following these guidelines. 4. Allow our logo to breathe when placed near other elements or next to body text. Following the guidelines on the left page, ensure that you give proper spacing.
4.
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VARIATIONS When the logo is being placed on a similarly colored background, white variations. Do not make any attempt to create your own not use gradients on the logo unless it’s used as a reference shadows or color gradients in the background as a last resort to
you may use one of these preapproved version of a white or black logo. Do for the foiling process. Only use drop seperate the logo from the background.
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14 Color
Blue and gray. Uncompromising, professional, and clean. These colors are the flag that AMPRONIX lives by, and they serve as a testament for our core concepts and beliefs. The blue represents trust, honesty, and dependability - setting the mind of the viewer at ease, and establishing the company’s professionalism. It’s the color that promises open communication and an organization that cares for its customers. The gray represents cleanliness and simplicity, a reduction in tension and a focus on neutrality. It’s fair, and favors facts and scientific development. Practical, sophisticated, and timeless, favored by professionals everywhere.
PANTONE 2175 U RGB 41 115 195 CMYK 93 54 0 0 HEX/HTML 2973C3 LOGO COLOR A
PANTONE Cool Gray 7 U RGB 156 158 160 CMYK 35 26 22 11 HEX/HTML 9C9EA0 LOGO COLOR B
Logo color composition. The blue is used with the AMPRONIX Word Mark, whereas the gray is used for the subtitle and symbol.
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COLOR USE 1. When it comes to our logo, outside of approved variations given in the last section, these two colors MUST be used in your production or, in the case of a medium that cannot use these values, used as a reference to get as close to the color as possible.
PANTONE 14-4107 TCX Quiet Gray RGB 185 186 189 CMYK HEX/HTML B9BABD
BOX SIDE COLOR
2. When creating content that is unrelated to the logo but is intended to reference our color scheme, you are allowed to use different variations of the colors. It is recommended that you stick to darker grays and less saturated blues if you are going this route, but regardless of your decisions, be sure to get it approved by an Ampronix Representative. 3. Never use reduced opacity as a means of seperating body text or imagery. Always use solid colors. 4. Avoid darker colors in the background that might clash with the logo colors or with our established colors. 5. Keeping in mind that our logo colors are toned down, attempt to find other colors that compliment well with our established color scheme. A good rule of thumb is to avoid high saturation colors.
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ASSIST YOU
IS HERE TO
AMPRONIX
TRUST OUR QUALITY AND VALUE
n 1982, AMPRONIX was established as a high-end service organization based out of Southern California. Our goal: Service and repairs of advanced medical imaging technology across the country. Thirty years later, our reach has drastically expanded. Years of experience, spawned from repairing numerous different products from different
s
l y y. r y e, s t
I n 1 9 8 2 , AMPRONIX was established as a high-end service organization based out of Southern California. Our goal: Service and repairs of advanced medical imaging technology across t h e c o u n t r y. Thirty years later, our reach has drastically expanded. Years of experience, s p a w n e d from repairing numerous different products from different original equipment manufacturers, ultimately placed the company in the perfect
18 Typography Continuing our theme of professionalism and cleanliness, our typography choices dictate how we’re seen. AMPRONIX prefers sansserif typefaces, and focuses on a mix of futuristic and modern expression in its choices. This is, of course, arguably cliche in modern times - but to us, familiarity is important. We’re reliable, tried, and very true.
PRIMARY Our primary typeface is Helvetica Neue LT Std, which we use for both headlines and body copy. We use two particular weights, Heavy Condensed and Light Condensed, interchangeably between headlines and body copy. Our other typeface is Microgramma DBOLD Ext, which is often used for product names, labels, and some advertising. Tracking, leading and kerning are generally kept to their default values, but can be played around with if it is overdone.
Aa
Helvetica Neue LT Std 47 Light Condensed
This is a body copy example.
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Aa
Helvetica Neue LT Std 87 Heavy Condensed
THIS IS A HEADLINE EXAMPLE.
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Aa
Microgramma DBOLD Ext.
PRODUCT NAME.
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WEB/SECONDARY In situations where the typefaces are unavailable, difficult to use, or cannot be used for any other reason, we’re known to use alternative typefaces. All typefaces should still stick to san-serif with a modern or futuristic aesthetic. Below are some suitable alternatives for web, display, or other mediums where you might find difficulty using our typefaces.
Aa
Open Sans
This is a body copy example.
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Aa
Arial
This is a body copy example.
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Aa
Helvetica
This is a body copy example.
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Representation How do you represent over 30 years of invested, genuine interest in the medical field? It doesn’t matter if it’s photography, illustration, writing, or physical appearence: everything we say, everything we do, and everything we make represents our company. Producing our aesthetic might appear easy, but there are nuances to how we appear to the world at large. We’re only simple on the base level. Profesionalism. Enthusiasm. Intelligence. Reliablity. Sophistication. Courteousness. These values must be represented in everything we do, and in everything we show.
PRESENTATION 1. Clothing should be crisp and wrinkle-free, with a focus on business attire. If you’re representing our company in an official capacity, whether it be for a trade show, a conference, or sales opportunity, you will be given an officially branded T-Shirt or Polo to wear. 2. Tables and official displays should be inviting, but set up in a manner similar to a banking institution or technology firm. Clean and organized, with appropriate stationary and informational displays. 3. Our color scheme should be very apparent in the surrounding area if you are setting up for a convention. The blue Ampronix uses should be particularly apparent, either as part of the flooring or in the overall display.
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PHOTOGRAPHY 1. Medical technology is our business, so it should be well represented in a majority of our photographic work. Product photography should be done in well-lit, white-focused environments, with a focus on cleanliness and sleek display. 2. Advertising photography, promotional photography, or stock photography should follow this aesthetic as well: focus on images that represent professional and clean environments, preferably with a human touch.
ADVERTISING 1. Advertisements should focus on establishing our seniority in the Medical field, and on showcasing the incredible technology we are selling at affordable costs. 2. Try to think outside the box when doing magazine advertising, as simply sticking to stock images and our color scheme may not be enough. A majority of medical companies advertise the exact same way, so our message may very well get lost. Magazine advertising is one of the few avenues where a departure from our color scheme may even be encouraged. However, the focus should always be on why we care about the medical community, and why our products are affordable and reliable. 3. Keep digital advertising and highway billboards simple and to-the-point. Attention span for advertising is very low, so our brand needs to be the first thing a driver identifies and the actual messaging needs to be short. 4. Company policy dictates that any images used in an official capacity must be purchased and/ or owned by AMPRONIX, or in the event of a company acting on our behalf, any images must be documented as legally owned by that second party. Do NOT use stock images from free hosting sites or use images you find online. Talk to your representative if you’re unsure on the legality of your sourced image.
COLLATERAL 1. Packaging should be as sleek as our presentation sharp corners, straight to the point design. Avoid overly detailed verbage on outside packaging. Focus on showcasing the logo and the product. 2. Color arrangement can change depending on the packaging. Usually, gray will be the focus of outside packaging colors, using the colors we provided earlier. 3. Often we’ll use Silver foiling on the Ampronix Flying A Symbol. The specifics of the foil can be found by referencing past packaging orders. 4. Direct product packaging (that we send our actual products in) is usually kept very simple, with a focus on safety information and the name of the product. However, instructional pamplhets and other collateral are designed in a similar style to this Document.
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www.ampronix.com info@ampronix.com 15 Whatney, Irvine CA 92618 US and Canada: 1 800 400 7972 International: +1 949 273 8000
