JUNE 2019 BRAND STYLE GUIDE
MASON DENTAL CARE BRAND STYLE GUIDE
We are a premier dental practice that takes great pride in being a leader in oral health. We are stewards of the latest ethical and smart dentistry and always challenge ourselves to work at the highest standard. This enables us to offer a trusted comprehensive suite of services from general family dentistry to oral surgery, IV sedation, and cosmetic procedures all within one practice.
Mason Dental Care is a premier dental practice that takes pride in giving patients the best possible oral care experience. We offer complete oral health services from routine cleanings and general dentistry to oral surgeries, IV sedation and cosmetic procedures.
Therefore, we need a brand that matches this mission for being premier and comprehensive. In early 2019 we created a new brand identity that best tells the story of who we are and what we stand for and begins to build trust with patients well before they ever meet Dr. Hillis. As people take more interest in overall oral health and become their own health researchers and advocates our brand will inform, empower, and build trust in the entire dental experience. We appreciate your respect and collaboration to maintain our identity in an intentional and consistent manner to truly capture the essence of our brand.
Compassion. We take a genuine interest in the wellbeing of our patients. We ensure they are comfortable and informed every step of the way. Performance. We’re known for precision and excellence. We use the latest techniques and technologies to shape stunning smiles. Personal Touch. We give highly personalized care to each patient. This creates trust and builds lifelong relationships with patients and families.
The character traits below represent the human nature and values of our brand. It is how we consistently behave through all experiences so the people we touch feel comfortable and familiar with us. Trustworthy. We are honest and accurate. Our reputation is built on trust. Competent. We are confident and capable. We pick up where other practices leave off. Polished. We are put-together and sophisticated. Our office and our work is always clean and organized. Kind. We are courteous and charitable. We build relationships with our patients over time.
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Logo Design Primary Logo Variation Logos Logo Spacing + Size Restrictions
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Typography Primary Fonts Font Usage
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Color System Color Palette Primary Logo Color Genres
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Illustrations Iconography Patterns
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Photography Photographic Style Photographic Background + Framing
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Applications Signage Merchandise
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logo is the touchstone ourbrand brandand andaavaluable valuable asset asset OurOur logo is the touchstone ofofour to help people recognize andremember rememberus. us.Maintaining Maintaining its to help people recognize and integrity integrityand andconsistency consistencyisisessential. essential.
1. Primary | 2. Variation Logos || 3. Logo Spacing + Size | 4. Restrictions 1. Primary Logo Logo | 2. Tano Concept Logos
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MASON DENTAL CARE BRAND STYLE GUIDE
Say hello to the new Mason Dental Care! Fresh, polished and full of possibilities, the new logo speaks to the fact that while we may be keeping up with the times, we are staying true to our values and standards. The serif font of “Mason� helps to symbolize our professional commitment to sincerity and a personal touch while the sans-serif font of “Dental Care� brings in a fresh, modern, and balanced feel. By using a completely closed circle in the logo icon we are showing that we are a full-service brand that embraces each and every one of our clients needs. The negative space of the “M� inside of the circle icon represents how we are structured with an abstracted sparkle created by the bottom left of the letter form. The logo’s primary colors offer a minty-fresh and sophisticated vibe to stand apart from the more common outdated and less saturated colors of Dental Practices.
ONE COLOR
ONE COLOR REVERSED
Just as we do, our logo offers flexibility and can adapt to different environments and audiences. While the primary logo should be used as often as possible, we are prepared with alternatives to ensure our logo is legible and compatible within various spaces. We offer these two logo variations as secondary marks. They are to be used when the primary logo is not a good fit. The M icon alone is to be used in small spaces like a social media avatar unless it is being used as a graphic element.
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MASON DENTAL CARE BRAND STYLE GUIDE
+ Our logo embodies our brand. It is the brand summed up in one neat little package. Therefore, the logo must stay intact at all times to be perfectly legible and without obstructions. The clear space around the logo is the empty space that should always remain untouched by other typography and graphics. The logo needs to be a hero easily standing out when used. Use the width or length of the M (in the M Circle Icon) to measure the minimum amount of clear space allowed on each side of the logo. To preserve legibility the locked up logo should never be scaled smaller than 1� horizontally. If there is a space smaller than this where a logo is needed use the M icon alone.
Whenever you use the logo, it should be surrounded with clear space to ensure its visibility.
1� If you use the logo icon as a single object, it also needs clear space all around.
Our logo is very important to us and we have put a lot of thought and love into designing it just right. We ask that designers and users respect the thought and craftsmanship that has gone into the logo by keeping it in its pure form and within the rules as outlined in this guide.
Don’t rotate or distort the logo in any way - that includes adding unnecessary and unattractive text decorations like drop shadows or outlines. Here are a few examples of some ways you should never consider using the logo.
DON’T rotate the logo
DON’T add effects
DON’T crop elements
DON’T change colors
DON’T outline elements
DON’T use on similar colors
DON’T stretch the logo
DON’T interrupt with graphic
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Typography is 95% of design - it’s a driving force in all forms of communication art.
1. Primary Fonts | 2. Font Usage
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MASON DENTAL CARE BRAND STYLE GUIDE
Typography is a powerful brand tool when used consistently. Mason Dental Care logo utilizes one main typeface family called Polly. The first is Polly Pro, a bolder serif typeface that is used for headings in print, posters, billboards and web applications. This typeface is always used in all caps.
 Â?Â?Â?Â? Â€‚ƒ„…†‡ˆ‰Š‹ŒŽ‘’“” •–—˜™š›
The second is Polly (regular), a sans-serif medium line weight typeface in the family used for a sub-headline when needed. This too should be used in all caps when it can be but lowercase is also acceptable. The final is Myriad Pro, a slightly thinner version of the sub-headline type but also a sans-serif so it is more legible for larger bodies of copy like this paragraph. It can be used in upper and lower case.
POLLY ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12345678910
MYRIAD PRO ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12345678910
Polly Pro is only to be used for prominent headlines and should never be smaller than 15 point size. Kerning or character spacing should be set to auto. And line spacing between the headline and the subhead should always be 42 point.
YOUR PREMIER DENTAL EXPERIENCE
Polly (regular) can also be used for headlines or subheading and should never be smaller than 15 point. Kerning or character spacing should be set to auto. And line spacing between the headline and the subhead should always be 34 point. Myriad Pro is for body copy only and should never be smaller than 8 point. Kerning or character spacing should be set to auto. And line spacing between the headline and the subhead should always be 12 point. To the left, we have demonstrated how to use header and sub-headline fonts together.
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• Color influences behavior and decision making and can impact the way people perceive our brand in ways that aren’t always apparent, such as how certain hues can evoke feelings of polished, cleanliness, classic, warmth and welcoming. 1. Color Palette
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MASON DENTAL CARE BRAND STYLE GUIDE
Color is an integral part of brand identity. Consistent use of the color palette will not only reinforce the cohesiveness of the brand, but color also serves a psychological purpose by communicating a certain feeling to our audience. Our color palette does not have set primary colors, as any combination can be used together at any time. This palette communicates our polished, classic, and warm approach.
C11 M7 Y7 K0 R225 G226 B226 HEX #e1e2e2
C53 M19 Y46 K0 R128 G171 B150 HEX #80ab96
C81 M58 Y50 K33 R51 G78 B88 HEX #334e58
C65 M55 Y52 K28 R86 G89 B92 HEX #56595c
C36 M14 Y20 K0 R164 G193 B196 HEX #a4c1c4
C30 M33 Y100 K3 R183 G157 B48 HEX #b79d30
We want to make sure that our Mason Dental Care can find a home on any surface. For this reason, we offer different color genres that include a full-color, one color (black), and one color reversed (white). These are demonstrated on page six. Along with these, we do give one more option to logo color variations. The icon may have a white M in the center of the circle or the M may be cut out of the center to reveal the colored background it is placed on (see right side examples). These vector files have been saved in the shared drive folder as well as exported as clear PNG’s to easily place as needed.
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– Illustration is a powerful brand cue that can reinforce primary messages and make the complex simple in our communications.
1. Iconography | 2. Patterns
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MASON DENTAL CARE BRAND STYLE GUIDE
The icons are pictograms displayed on-screen or print layout to help navigate through content. Icons are digitally-drawn and outlined in with a single color. The icons should never have multiple colors but any single color in the palette may be interchanged or be used on like-colored backgrounds. Use on white colored backgrounds when possible.
To fully create the Mason Dental Care identity; the brand uses a combination of polished textures, patterns and icons that support the principles already established by the logo, color, typography, and photography. The main idea is creating elements that support the competent, trustworthy, polished, and kind brand personality. Our first pattern uses the M from the circle icon is a “wallpaper-like� textures that repeats to show that we are always combining each of the strengths to deliver our customers the best quality of work possible. The marble texture represents the top-notch quality we provide to our patients. To keep designs unique but still consistent with the brand identity, the marble and repetitive M pattern can be pulled out and used on their own as we have done throughout the guide with the repeating M pattern in the separating page spreads. Never redraw or use similar style fonts, these have been hand drawn and will serve as an individual, and recognizable stamp to the brand.
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— Our visual system uses photography to convey our brand personality and establish a meaningful emotional connection with the people it touches.
1. Photographic Style | 2. Photographic Background
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MASON DENTAL CARE BRAND STYLE GUIDE
The photographic style of Mason Dental Care mirrors the sense of cleanliness, warmth and welcoming that the brand embodies. To ensure our images represent our brand and, in turn, engage viewers and help them feel part of the experience, make sure the photographs: • Utilize bright lighting with extra exposure • Capture authentic moments of enjoyment during the patients visit • People should be shown at ease and content rather than posed, staged or overly cheerful • Viewers should feel as if they were in the photographs themselves • Present natural environments. Allow little imperfections - not overly manicured
+ Photos can be used as a whole rectangle or square image in combination with the patterns, colors, textures, and logo icon. An overlay pattern can be used behind a photo or the header background can be used on top of a photo. Either way, these photos should primarily be full color for better visibility and relatability.
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˜ Our brand can be brought to life in various applications. From digital presentations to merchandise and signage, the same brand style guidelines apply.
1. Signage | 2. Merchandise
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MASON DENTAL CARE BRAND STYLE GUIDE
Most signage should be used on white or very light colored backgrounds so that the full-color logo can be used. We have demonstrated an all white logo on a clear window background as well. Patterns are always encouraged to be used as interior design elements to draw attention and bring consistency to your brand.
Merchandise should be products that are relevant to Mason Dental Care. And could include folders, business cards, letterheads, notebooks, phone cases, thumb drive, care to-go bag, etc.
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MASON DENTAL CARE | MADE BY ELLIE BRANDS | © 2019