Brand Identity Guidelines Volume 1 : 2013 The JACO brand reflects a promise of sustainable quality. Successful companies pay constant attention to their brands and treat them like strategic assets. It is a daily activity in which JACO Inc. wholeheartedly engages to become the manufacturer of choice for our customers and distribution partners. By engineering all points of contact, leaving a concise, consistent and indelible impression in the minds of our audience we ensure a better JACO Inc. that can continue to provide opportunities and establish rewarding relationships. Our brand is made up of many elements, from the products and services we offer, to the words we use and our logo and choice of colors. Your support of our Brand Identity Guide will ensure our mutual success .
Our goal is to make it easier for customers and partners to work with us. We are focused on policy, process, and practices internally to make it simpler for customers and partners to do business with us. Our goal is to deliver high-value customer and partner experiences through simplified, successful interactions that: • • •
Improve your overall experience Reduce the touch-points required to complete a task Maintain the distinguished JACO look and feel
Contents Inappropriate use of the JACO Inc. logos may result in legal action. If you are a JACO Inc. partner or other entity promoting the JACO brand and you have questions about use or your requirements, please let us know. Contact: MarComm Manager flast@jacoinc.com www.jacoinc.com
First, Last Name (o) 789-012-3456 (c) 890-1234-5678 (f) 890-1234-5656
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JACO Inc. Company Overview
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JACO Brand Personality
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JACO’s relationship with it’s audience 5 Elevator Pitch
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Typography and Usage 7 Fonts and Styles 8 Writing and Speaking the JACO brand
9 Visual Library 10 Visual Brand Architecture 12 Colors : Core Colors 13 Color Variations/Downloads 14 Color Exceptions 15 Brand Identity and Clear Space 16
Signage and Banners
JACO Brand Identity Guidelines
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The best brands are made from a solid foundation, eliciting positive emotions and powerful promises. The JACO brand identity is the tangible expression of all that we stand for. It embodies what we do, how we do it, and why we are a proven leader in the design and fabrication of point-of-care Electronic Medical Records (EMR) mobile computer carts, wall stations and wall arm technology. Proudly manufacturing products in the United States of America for over 40 years, JACO has set the healthcare industry standard for overall product performance, sustainable quality, ergonomic design and safety, and exceptional customer service. JACO products are all offered with the strongest manufacturer’s warranty available, which makes for best-in-class quality and durability.
JACO Brand Identity Guidelines
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Our big idea: JACO is the quality provider of mobile cart and wall mounting solutions for the healthcare industry. By using JACO solutions, you can better support the delivery of care to your patients by making it easier to access the EHR and deliver medication.
Key take-aways: JACO is the quality provider of mobile cart and mounting solutions to help solve information access challenges related to EHRs and other computing applications in healthcare facilities JACO is the innovation and technology leader in this area JACO solutions will ensure your clinicians will focus on the patient and not on the cart.
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Writing and Speaking About JACO JACO’s operations are complex and diverse. Just as our visual identity elements must be used consistently to promote clear communication, writing and speaking with clarity about JACO and its business requires consistency as well. Be sure to understand and follow the few simple rules on this page.
Long name: JACO Incorporated Short name: JACO Written first instance: In any written document the first reference to our company should be the long name —“JACO Incorporated.” Written after first instance After the first reference in a document the company should be referred to by its short name — “JACO” or in legal or other related documents by “JACO Inc.”. Verbal reference “JACO” — is the correct reference in almost any spoken communication or conversation. When making a formal presentation or speech it may be appropriate to follow the written convention of our long name first reference.
JACO Brand Identity Guidelines
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Writing and Speaking About JACO Solutions
JACO POWER BLADE™
First Reference in Headline and First usage in body copy POWER BLADE™ Should be accompanied by the trademark symbol (™) Should be written in all caps and in a heavier italicised font than surrounding text. Within Text: POWER BLADE All additional references should be written in all caps, using the corresponding font and type style used within the piece. JACO POWER BLADE When possible, “POWER BLADE’ should be preceded with ‘JACO’ to reinforce the attachment of the JACO Brand to its corresponding solutions in the minds of the consumer for repetition and recognition Examples of inappropriate use of POWER BLADE trademark Power Blade™
POWER BLADE by JACO
power blade
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Writing and Speaking Elevator Pitch An elevator pitch (or elevator speech) is a message that can be delivered in the time span of an elevator ride. It boils our mission down to its basics, gives a snapshot of what we do as an organization, and leaves your conversation partner wanting to know more. The elevator pitch is most effective when delivered in small bits that invite curious follow-up questions. • Sustainable Quality • Usability; highlight the ease and simplicity of JACO Products for the end-user • Function; inform what JACO does for the end user • Technical; Inform on specifications and application
Short Version: At JACO, our top priority is helping clinicians deliver care. Our carts are known for quality construction and effortless mobility.
Long Version: At JACO, our top priority is helping clinicians deliver care. Our carts are known for quality construction and effortless mobility. We are driven by finding meaningful ways to apply technologies that improve quality, safety, and efficiency within the workflow process.
How does it provide improved quality safety and efficiency? JACO carts, technologies, solutions, and services are more than a delivery mechanism to hold computers or serve as work stations. JACO delivery systems were engineered to support the activities in which mobile carts are used for. Our carts support the process before any clinical action takes place - before anything can happen with the patient. We take the stress off the nurses so that the focus can be on the patients.
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JACO Brand Architecture As human beings, relationships define our world. How one thing relates to another gives meaning and context. Our logo hierarchy is designed to reflect each mark’s relationship to the parent brand. The JACO Inc. logo is our fingerprint—unique and conspicuous. It reminds us to leave a good impression. Our logo is the central device within the corporate identity that creates a common, consistent style for all marketing materials. Our logos should never be altered.
JACO Cart Series
The UltraLite Cart Series is the highest quality, most durable and affordable mobile cart solution available to healthcare professionals. JACO products are manufactured from lightweight, aircraft-grade aluminum and are sealed with an antimicrobial powder coat finish for optimal infection control.
JACO Technologies
Technologies engineered by, and significant to, JACO Inc. build our brand equity and reflect the JACO philosophy of providing Practical Solutions for common challenges facing our end customer. They are supporting technologies to the UltraLite cart series, taking the highest quality carts available and empowering them to be the most efficient solution available. Simplicity of form through our products’ functional use show through in the JACO brand visual look and feel with bold descriptive text, as illustrated at right.
JACO Solutions
JACO Solutions should be considered a subcategory of JACO Technologies and are positioned as market testers, having the potential to evolve into full solutions with the adequate field research and development.
UltraLite™ Cart Series
UltraLite 100
UltraLite 200
Tablet & Podium
Laptop & Tethered
Hot Swappable
Durable Lithium
Versatile Lithium
Powered
Powered
Onboard Powered
Onboard Powered
UltraLite 300 UltraLite 500
100
105
200
210
220
Podium
Laptop
Monitor
Laptop
Monitor
310
320
Laptop Monitor
510
UltraLite700
520
Laptop Monitor
710
720
Laptop Monitor
POWER BLADE™ – A JACO Technology
Smart Power™ – A JACO Technology
TRAC™ Steering System – A JACO Technology
Medication Delivery Assist™ – A JACO Solution
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Core Brand Logo The JACO Inc. logo is comprised of three distinct elements: 1
The stylized “JACO” letters
2
The sweeping graphic
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When appearing within text, it should be written in all capital letters and, in formal documents it should include the “Inc.” extension shown right. Whenever possible the full logo at right should be used.
1
JACO Brand Identity Guidelines 1
Core Color Palette The JACO design is simple and clean, much like the products we create. JACO Performance Green exemplifies sustainable quality and JACO Brushed Metal depicts a solid foundation—all, core the JACO brand. Please think of JACO Brushed Metal and JACO Clean White as the overall foundation and primer for all design projects, for that is exactly the way we apply it to each individual product that steps foot out of our shop. Start there and add elements based on need and communications goal. JACO Performance Green should be used primarily for the logo, typography and certain graphics. JACO Brushed Metal should be used in its shadow variation for text and in its highlight variation for background graphics and page elements.
JACO Performance Green CMYK: 93/33/92/25 RGB: 0/105/62 PMS: 349C JACO Brushed Metal Dark: Light: CMYK: 30/22/22/5 CMYK: 8/5/8/0 RGB: 172/175/176 RGB: 232/232/228
Clean White
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Clear Space and Size Clear Space It is important to give logos sufficient “breathing room.” White space relaxes the eye and enhances legibility. The amount of space you should leave is based on the height of the full JACO Logo. The dotted lines surrounding the logos below indicate the minimum clear space, into which no other graphic element (including type) should encroach. The clearspace is measured as half the height of the full JACO Logo (“x”).
Size As the size of the logo diminishes, the character distinction may become less legible. The minimum size for the JACO logo is 1”. Any size under 1” should use traditional font type, Gotham, Bold Italic.
1/2 x
1/2 x
1/2 x
1/2 x
1”
>1”
JACO
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Logo | Color Variations Logos should appear in full—JACO Preformance Green type on JACO Clean White background with the JACO concave swoop—whenever possible. When it is not possible to use the JACO logo in full, the following variations are accepted use. The JACO Black and White logo should be used strictly for publications requiring this as a sole option.
Core JACO Logo Performance Green on Clean White Download eps logo Download png logo Clean White on Performance Green Download eps logo Download png logo JACO Brushed Metal on Clean White Download eps logo Download png logo JACO Clean White on Brushed Metal Download eps logo Download png logo Black on White Download Download Black on White Download Download
eps logo png logo eps logo png logo
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Logo Exceptions
For special events such as new product launches the JACO Aircraft Grade Logo may be substituted. It must only be used on a darker, high contrast, preferably a background with the JACO Performance Green or JACO Performance Green within a gradation, background to be the most effective.
JACO Aircraft Grade Logo Download eps logo Download png logo Download Photoshop FX Style
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Logo | Authorized Partners The Authorized Channel Partner signatures have been developed to maintain consistency with our visual system and prevent incorrect versions from being created or distorted byPartners and resellers. Each signature should be used in respect to it’s background. If it will appear on a dark background it must be placed in clean white and maintain the minimum clear space as defined. If it will appear on a light background it must be placed in Performance Green and maintain the minimum clear space as defined in this document. If the color versions are not appropriate for the medium, the black and white or Brushed Metal variations defined in this document are acceptable.
Horizontal Signature Vertical Signature
Authorized Partner Authorized Partner
Authorized Partner 1x
2x
The minimum clear space (x) is half of the height of the ‘JACO’ in the wordmark
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Logo | Authorized Partners Whenever possible, the core signature in Performance Green on Clean White with Authorized Partner, should be used. Black and white should only be used for black and white print publications.
JACO Authorized Partner Performance Green on Clean White Download eps logo Download png logo JACO Authorized Partner Clean White on Performance Green Download eps logo Download png logo JACO Authorized Partner Black on White Download eps logo Download png logo JACO Authorized Partner Black on White Download eps logo Download png logo
Authorized Partner
Authorized Partner
Authorized Partner
Authorized Partner
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JACO Assets Distinguishing assets of the JACO brand should always be used on the appropriate material and in the proper format to communicate the JACO advantage over competitors and value to customers. Proper use of the Certified Women’s Business Enterprize (WBENC),and Made in USA symbol should always be presented in color whenever the platform allows.
1/2 x
1/2 x
1/4 x
1/2 x
1/2 x
Each symbol should be presented no less than 0.5 in. in height. If the medium does not allow for this, the words should be presented in place of the symbol. Ex: JACO is a Made in U.S.A., Certified Women’s Business Enterprize
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Fonts Gotham is the primary typeface. It is a sans-serif font with a modern, timeless appearance that complements the letter forms in the JACO logo. Use Gotham for headlines, subheads and intro body copy on all collateral-type vehicles (brochures, data sheets, product overviews, case studies and white papers). Gotham Book is the primary font that should be used on the majority of communications materials when type is enlarged on a communications piece or needs special emphasis (e.g., posters, banner, large headlines) varying weight can be used.
Myriad Pro is the secondary JACO font. It is a serif typeface that complements Gotham. It is an Open Type version of the original Myriad font family and is one of the more legible fonts for the eye to read. Myriad Pro is to be used for text in body copy in all communication material. Italic and bold fonts should be used in body copy to place emphasis on selected text.
Gotham Light Gotham Light Italic Gotham Book Gotham Book Italic Gotham Medium Gotham Medium italic Gotham Bold Gotham Bold
Myriad Pro Myriad Pro Myriad Pro Myriad Pro Myriad Pro Myriad Pro
JACO Brand Identity Guidelines – Fonts
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Customer Facing Communication Print Stationery items play an important role in communicating a consistent image. Proper use of the corporate identity elements and adherence to these guidelines will ensure consistency among all departments and convey the desired JACO corporate visual identification. JACO Performance Green Download eps logo Download png logo WBENC Download eps logo Download png logo Made In U.S.A. Download eps logo Download png logo
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Customer Facing Communication Digital Consistent email signatures deliver a visually coherent look across JACO departments and offices. Just as our business cards follow a standardized approach, e-mail signatures should be consistent. Consider your e-mail signature your digital business card, and include the appropriate information.
• • • •
[YOUR Information] Your name Jobtitle Your E-mail Phone number (Cell where applicable)
• • • • •
[JACO Corporate Information] Phone Fax Postal address Symbols of JACO assets Confidentiality Notice
JACO Performance Green
Download eps logo Download png logo
WBENC Download eps logo Download png logo Made In U.S.A. Download eps logo Download png logo JACO Brand Identity Guidelines
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Imagery | Product Focus Renderings with a product focus should emphasize one or more JACO products or technologies. It should be appropriate and relevant to our brand. In order to communicate product focus, compositions use depth of field and a strong focal point to project a unique JACO point of view. Avoid a cluttered composition by choosing a few carefully chosen items to show (e.g. one or two, rather than five) and let the lighting and composition create an engaging product shot. For instance, one area of the product should be in sharp focus while the rest of the image is soft, essentially out of focus. This approach is dynamic and sets us apart from our competitors. It also helps us to communicate that even in a complex industry JACO provides simple solutions and point directly to addressing industry needs in a logical, straight-forward matter.
Key considerations: - Strong focal point - Dynamic cropping - Natural lighting - Industry environment background - Reference to Blue Monitor
JACO Brand Identity Guidelines – Imagery
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Imagery | Product Focus - Experience Driven Visual communication with a product that is focus on how the user should interact with it should emphasize one or more JACO products or technologies attached to the action. It should be appropriate and relevant to our brand. In order to communicate product use focus, compositions use depth of field and a strong focal point to project a unique JACO point of view, from the users perspective, as if to imagine they are experiencing it themselves.
Key considerations: - Strong focal point - Dynamic cropping - Performing an action - Hands and/or other relevant body part - Movement towards title
JACO Brand Identity Guidelines – Trade Show Graphics
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Usage | Trade Show graphics Hanging Banners When creating trade show graphics for brand reinforcement, consider the edge of the graphic an edge from which the green JACO logo could be framed, as close to eye level as possible.
At JACO, our top priority is helping clinicians deliver care.
At JACO, our top priority is helping clinicians deliver care.
Our carts are known for quality construction and effortless mobility.
Our carts are known for quality construction and effortless mobility.
Metal Logo on JACO Green
JACO Green Logo on Clean white
JACO Brand Identity Guidelines - Trade Show Graphics
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Usage | Trade Show graphics Signage When creating trade show graphics for product descriptors, consider the image guidelines provided, simple descriptors of the action visualized, a title that speaks to the overall benefit of what the product saves the customer and how it applies to what matters most to the customers’ business.
Key considerations:
Lasts up to 3x Longer than Competition Gives You Freedom to Focus on what Matters At JACO, our top priority is helping clinicians deliver care. Our carts are known for quality construction and effortless mobility. Our new 300 UltraLite Series is the lightest weight powered cart available today, and can be equipped with TRAC™ Steering for effortless
- Reinforce brand when at all possible with: JACO logo JACO Brand Statement Reference to JACO technologies - Image Guidelines - Benefit to customer - Benefit to customers’ customer - Reinforce brand with JACO logo a
one-handed mobility. JACO’s new Power Blade™ hot swappable power system delivers 24/7 runtime for uninterrupted workflow – and more time with patients.
Remove POWER BLADE from back of cart.
Insert POWER BLADE into POWER BLADE charging station.
JACO Brand Identity Guidelines – Signage
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Usage | Trade Show Graphics Color Palette Signage:
Product Colors – RALs: UL100 Series 59/0/87/0
UL200 Series Pantone 361C
UL300 Series Pantone 339C Emerald Green
UL500 Series Pantone 348C
UL700 Series Pantone 349C JACO Green
Ocean Blue RAL 5023 RAL(RGB): 073/103/141 RGB(HEX): #49678D Pastel Blue RAL 5024 RAL(RGB): 093/155/155 RGB(HEX): #5D9B9B Pastel Turquoise RAL 6034 RAL(RGB): 127/181/181 RGB(HEX): #7FB5B5 Pastel Green RAL 6019 RAL(RGB): 189/236/182 RGB(HEX): #BDECB6 White Aluminium RAL 9006 RAL(RGB): 165/165/165 RGB(HEX): #A5A5A5
Pastel Violet RAL 4009 RAL(RGB): 164/125/144 RAL(HEX): #A18594 JACO Brand Identity Guidelines – Colors
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JACO Styles & Gradients Highlight Blue Highlight blue can be used on print and web for areas of focus such as web links/buttons or to draw attention to contact information
Pantone 7700C
Pantone 279C
JACO Monitor Healthcare Gradient should be used for all UltraLite cart screen applications, for print and web, displaying the JACO logo in white
Pantone 567C - 0%
JACO Corporate
Pantone 7730C - 100%
Pantone 349C - 38%
JACO Performance Green gradient should be used for all applications (print, web, trade show) requiring background gradation to enhance products in foreground
Download JACO Photoshop Styles JACO Brand Identity Guidelines
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Links | Web Referral JACO has created a button for use in linking to the JACO Web site. The “Visit jacoinc.com� link logo to the right may be used pursuant to the guidelines on this page and to the jacoinc.com link logo guidelines. When a more graphical button is an option, the 125 px X 125 px button is available for general JACO branding use.
Normal State
On Click State
Visit jacoinc.com
Visit jacoinc.com
Visit jacoinc.com
Visit jacoinc.com
Visit jacoinc.com
Visit jacoinc.com
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Brand Identity Guidelines Volume 1 : 2013
Contact: MarComm Manager flast@jacoinc.com www.jacoinc.com
First, Last Name (o) 789-012-3456 (c) 890-1234-5678 (f) 890-1234-5656