5 minute read
Typography
w a s medical imaging technology across the country. , our reach has drastically Years of experience, spawned from repairing numerous different products from different I n 1 9 8 2 , AMPRONIX was established as a high-end service organization based out of Southern California. Our g o a l : S e r v i c e a n d r e p a i r s o f a d v a n c e d medical imaging technology across the country. T h i r t y y e a r s later, our reach has drastically expanded. Years of experience, s p a w n e d from repairing n u m e r o u s different products from different original equipment manufacturers, ultimately placed t h e c o m p a n y i n t h e p e r f e c t position to expand TRUST OUR
18 Typography
Advertisement
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
Alis nobitest faciur? Udit quiae porectem reprovi ducienim quatam et que nis cupta voluptaquo quam, omnihil in rem ate ne venditatur? Sant expernam exersperitas mod que porernaturem ut apel magnati beribus aceperum que occus veles ellorro minusdae verferf erspel maximolut accabo. Borendebis esenis molum nos ius, qui blacest, que aditis eos etur, sendit plita nis rae impos nulpa et, ventur se eatis es istio tem sitatem porendel moditature nostia volest, nonsed mo conse volut aut ommos dita nulpariam quo di apidem cor amusamet,
Aa
Ehendiss imintotat etur sequiditati volor sequid et aut dolut quat autas ex et dolecustia id molorestio ducit eatatem qui tor re dolorenist dolores diat dici blaut mod qui volupti consequo exerum harchiciis doluptam, occus aliae vereicit estionse cus quaspit volorero ommolo imolor ant anisimi nihicillatem volupti osaesti sequam nullacea doloreritem ea velles magnissundis ressum am ut millantio omnis quo commodit officatium abo. Et vellam sit at quis
Aa
PRODUCT NAME. Microgramma DBOLD Ext.
Ehendiss imintotat etur sequiditati volor sequid et aut dolut quat autas ex et dolecustia id molorestio ducit eatatem qui tor re dolorenist dolores diat dici blaut mod qui volupti consequo exerum harchiciis doluptam, occus aliae vereicit estionse cus quaspit volorero ommolo imolor ant anisimi nihicillatem volupti osaesti sequam nul
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
This is a body copy example. Open Sans
Alis nobitest faciur? Udit quiae porectem reprovi ducienim quatam et que nis cupta voluptaquo quam, omnihil in rem ate ne venditatur? Sant expernam exersperitas mod que porernaturem ut apel magnati beribus aceperum que occus veles ellorro minusdae verferf erspel maximolut accabo. Borendebis esenis molum nos ius, qui blacest, que aditis eos etur, sendit plita nis rae impos nulpa et, ventur se eatis es
Aa
Arial
This is a body copy example.
Alis nobitest faciur? Udit quiae porectem reprovi ducienim quatam et que nis cupta voluptaquo quam, omnihil in rem ate ne venditatur? Sant expernam exersperitas mod que porernaturem ut apel magnati beribus aceperum que occus veles ellorro minusdae verferf erspel maximolut accabo. Borendebis esenis molum nos ius, qui blacest, que aditis eos etur, sendit plita nis rae impos nulpa et, ventur se eatis es istio tem sitatem porendel
Aa
This is a body copy example. Helvetica
Alis nobitest faciur? Udit quiae porectem reprovi ducienim quatam et que nis cupta voluptaquo quam, omnihil in rem ate ne venditatur? Sant expernam exersperitas mod que porernaturem ut apel magnati beribus aceperum que occus veles ellorro minusdae verferf erspel maximolut accabo. Borendebis esenis molum nos ius, qui blacest, que aditis eos etur, sendit plita nis rae impos nulpa et, ventur se
22 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.
