Brand Guidelines
Art Director: George Bokhua Designer: Kakha Kakhadze Designer: Nick Kumbari Assistant Designer: Anano Martsvaladze
Content
Basic Rules and Stationary Business Card Light Version (Georgian) Business Card Dark Version (Georgian) Guidelines Business Card Light Version (English) Reproducing the Logotype (Georgian) Full & Two Color Mark Exclusion Zone Reproducing the Logotype (English) Full & Two Color Mark Exclusion Zone Reproducing the Logotype in Black and White Reproducing the Logotype in Black and White on Different Backgrounds Reproducing the Logotype on Pattern Backgrounds Reproducing the Logotype Minimum Size What Not to do With the Logotype Reproducing the Primary and Secondary Colors Reproducing the Gradient Reproducing the Georgian Typography Reproducing the English Typography Reproducing the Grid Systems Master Grid (A3, A4, A5) Master Grid Measurements
Business Card Dark Version (English) Letterhead (Georgian) Letterhead (English) Envelope Light Version (Georgian) Envelope Dark Version (Georgian) Envelope Light Version (English) Envelope Dark Version (English) Envelope Shape Badge (Georgian) Badge (English)
Navigation Doorplates (Georgian) WC, Exit, Arrows, Number Directory Backlight Signage / Outdoor Signage
Basic Rules and Guidelines
These guidelines describe the basic rules of designing with/reproducing the Evex Medical Corporation brand identity. In order to gain maximum benefit from these guidelines they must be used consistently, as even small variations will undermine the impact of the Evex Medical Corporation brand identity. Evex logotype consists of “Evex Medical Corporation� typography and a shape formed of cross-connecting heart elements. The cross highlights medical side of the company and the heart symbolizes their caring nature.
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Use of the logotype The precise position and proportion of all the logotype elements is fixed and must always be reproduced in the set relationship shown here. The elements must never be re-drawn or modified in any way. Printing the logotype The use of the Evex Medical Corporation logotype in any printed material must be in CMYK or Pantonne mode.
Evex Brand Guidelines
Reproducing the Logotype (Georgian) Full & Two Color Mark (without gradation)
1. Full Color Version 3. Two Color Version
2. Full Color Version on the darck background 4. Two Color Version on the Dark Background
1.
2.
3.
4.
Where possible, the Evex Medical Corporation logotype should be displayed on a flat white background (example 1). The logotype can also be displayed as white reversed out of black (example 2).
Evex Brand Guidelines
Logotypes in (example 3) and (examlpe 4) are presented in two colors. Those logos should be used In case of limited printing posibilities.
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Reproducing the Logotype (Georgian) Exclusion Zone
1. Horizontal Version 2. Vertical Version
1.
2.
Evex Medical Corporation logotypes must always be surrounded by an area, which is entirely clear of typography and any other graphic devices. The minimum exclusion
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area, shown here, is made up of the width and height of one of the Evex Medical Corporation logotype blocks at the chosen size X.
Evex Brand Guidelines
Reproducing the Logotype (English) Full & Two Color Mark (without gradation)
1. Full Color Version 3. Two Color Version
2. Full Color Version on the darck background 4. Two Color Version on the Dark Background
1.
2.
3.
4.
Where possible, the Evex Medical Corporation logotype should be displayed on a flat white background (example 1). The logotype can also be displayed as white reversed out of black (example 2).
Evex Brand Guidelines
Logotypes in (example 3) and (examlpe 4) are presented in two colors. Those logos should be used In case of limited printing posibilities.
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Reproducing the Logotype (English) Exclusion Zone
1. Horizontal Version 2. Vertical Version
1.
2.
Evex Medical Corporation logotypes must always be surrounded by an area, which is entirely clear of typography and any other graphic devices. The minimum exclusion
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area, shown here, is made up of the width and height of one of the Evex Medical Corporation logotype blocks at the chosen size.
Evex Brand Guidelines
Reproducing the Logotype in Black and White
1. Main color on white colored background 3. Main color on black colored background
2. Black on white colored background 4. White on black colored background
1.
2.
3.
4.
For printed material, the logotype should only be reproducedin black and white when appearing on black and white print backgrounds. When printing in black and white, the Evex Medical Corporation
Evex Brand Guidelines
logotype can be reproduced as black reversed out of white on a light background, or white reversed out of black on a dark background.
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Reproducing the Logotype in Black and White on Different Backgrounds
5. White on main colored background 7. Black on Bright Colored Background
5.
6.
7.
8.
When reproducing the logotype for print on colored background and on gradient background, care must be taken to ensure that the area surrounding the logotype is tonally even and either sufficiently light or
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6. White on gradient colored background 8. White on black background
sufficiently dark to ensure the logotype is legible. If the background color is bright the logo should be all black, if the backgound color is dark the logo should be all white.
Evex Brand Guidelines
Reproducing the Logotype on Pattern Backgrounds
When using a textured background, the legibility of the logotype is of paramount importance. When the backround is tex-
Evex Brand Guidelines
tured, to ensure legibility, the designer must always use white block under the logo. Exclusion zone must be considered.
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Reproducing the Logotype Minimum Size
8 mm
1.
3 mm
2.
Minimum size for the print, the Evex Medical Coporation logo should never be less that 8mm in size. If there is absolute must to use the logo in miniature size, the designer should consider using only the mark (example 1). If only the mark is used, it should not be smaller that 3mm in haight. (example 2)
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Evex Brand Guidelines
What Not to do With the Logotype
1. Never rotate the logo 3. Never rotate the mark
2. Never change the color of the mark 4. Never distort the logo
1.
2.
3.
4.
What not to do with the logotype examples show inconsistent use of the Evex Medical Corporation logotype. Altering the Evex Medical Corporation logotype will under-
Evex Brand Guidelines
mine the impact of the identity and therefore the Evex Medical Corporation brand. Hence, it is never adviced.
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What Not to do With the Logotype
5. Never use Shadows 7. Never use typography without the mark 9. Never change the composition
5.
6.
7.
8.
9.
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6. Never change logotype font 8. Never change the proportions 10. Never use effects
10.
Evex Brand Guidelines
Reproducing the Primary and Secondary Colors
1. Primary Color (Mark) 3. Secondary Color (Light)
2. Primary Color (Text) 4. Secondary Color (Dark)
C:80 M:10 Y:45 K:0 R:0 G:167 B:157
C:0 M:0 Y:0 K:80 R:88 G:89 B:91
1.
2.
C:100 M:0 Y:45 K:60 R:0 G:89 B:86 Pantone 7476c
C:10 M:0 Y:5 K:0 R:227 G:243 B:241 Pantone 317c (60%)
3.
4.
The colour gives our brand its face. Evex Medical Corporation is a dominantly ocean blue brand. A spectrum of primary and secondary colours help to create varied and exciting applications. These are the Evex Medical Corporation brand colours and their inspirations. Please always match Evex
Evex Brand Guidelines
Medical Corporation brand colors to the swatches that are presented in this section. Accurate reproduction of the Evex Medical Corporation ocean blue is essential in communicating a clear and consistent message about interactivity via logotype.
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Reproducing the Gradient
C:80 M:10 Y:45 K:0 R:0 G:167 B:157 C:100 M:12.5 Y:56.25 K:36 R:0 G:110 B:99
C:80 M:10 Y:45 K:0 R:0 G:167 B:157 C:100 M:12.5 Y:56.25 K:36 R:0 G:110 B:99
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Evex Brand Guidelines
Reproducing the Georgian Typography
აბგდევზთიკლმნოპჟრსტ უფქღყშჩცძწჭხჯჰ 12345678910
აბგდევზთიკლმნოპჟრსტ უფქღყშჩცძწჭხჯჰ 12345678910 Typography is an important element of the Evex Medical Corporation brand identity system to help to create recognition of the brand. Klinic Slab (Bold) is the font used for all latin Evex Medical Corporation applications. The georgian equivalent of the Klinic
Evex Brand Guidelines
Slab (Bold) font is called BPG Nino Mtavruli (Bold). The system font for web and office applications is Trade Gothic LT Std (Condensed No. 18, Bold Condensed No. 20, Bold) and BPG Algeti (Regular) for Georgian.
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Reproducing the English Typography
abcdefghijKLNOPQRST UVWXYZ 123456789
abcdefghijKLNOPQRST UVWXYZ 123456789 All fonts used for Evex Medical Corporation applications will either be provided by Evex Medical Corporation marketing department, or must be purchased at www.myfonts.ge
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or at www.fonts.ge. Please contact the Evex Medical Corporation marketing department for further information.
Evex Brand Guidelines
Reproducing the Grid Systems (A3)
A3 Grid
A grid system is utilized for the print laouts, which help to create consistency in design, and to define the size and placement of the brandmark as well as the graphic device. For consistent layout purposes, a master layout grid is used for all print applications (editorial). The layout grid is based on the A4 master grid. It is constructed with 4 verti-
Evex Brand Guidelines
cal and 8 horizontal columns. The position and size of the brandmark Cell is always based on the grid, and the graphic device is constructed according to the grid, too. Use it further for the placement and alignment of text and image boxes in the layout For any DIN format, scale the master grid which is based on the A4 format. Please use the template files provided whenever possible.
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Reproducing the Grid Systems (A4, A5) Master Grid Measurements
A4 Grid
A5 Grid
25.5
8.4
25.5
8.4
25.5
17 21.2
23
35.6
8.4
35.6
8.4
35.6
8.4
35.6
8.4
Evex Brand Guidelines
Stationary
A letter or a business card may often be the first contact with Evex Medical Corporation. The stationery demands correct and consistent application of the Evex Medical Corporation identity across all stationery items, so as to maintain a clear and professional image for our organisation. Most stationery items work in dual language.
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Evex Brand Guidelines
Evex Brand Guidelines
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Evex Brand Guidelines
Business Card Light Version (Georgian)
5 5 12 6
9
5
5 5
5
5
12 5
5 5
Size: 85 x 55 mm Print colour front: C:0 M:0 Y:0 K:0 Print colour back: C:10 M:0 Y:5 K:0
Evex Brand Guidelines
Name: BPG Nino Mtavruli (Bold) 12pt Title: BPG Algeti (Regular) 9pt Address: BPG Algeti (Regular) 7.5pt
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Business Card Dark Version (Georgian)
5 5 12 6
9
5
5 5
5
5
12 5
5 5
Size: 85 x 55 mm Print colour front: C:0 M:0 Y:0 K:0 Print colour back: C:100 M:0 Y:45 K:60
31
Name: BPG Nino Mtavruli (Bold) 12pt Title: BPG Algeti (Regular) 9pt Address: BPG Algeti (Regular) 7.5pt
Evex Brand Guidelines
Business Card Light Version (English)
5 5 12 6
9
5
5 5
5
5
12 5
5 5
Size: 85 x 55 mm Print colour front: C:0 M:0 Y:0 K:0 Print colour back: C:10 M:0 Y:5 K:0
Evex Brand Guidelines
Name: Klinic Slab (Bold) 14pt Title: Trade Gothic LT Std (Cond. No.18) 10pt Address: Trade Gothic LT Std (Cond. No.18) 8pt
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Business Card Dark Version (English)
5 5 12 6
9
5
5 5
5
5
12 5
5 5
Size: 85 x 55 mm Print colour front: C:0 M:0 Y:0 K:0 Print colour back: C:100 M:0 Y:45 K:60
33
Name: BPG Nino Mtavruli (Bold) 14pt Title: BPG Algeti (Regular) 10pt Address: BPG Algeti (Regular) 8pt
Evex Brand Guidelines
Letterhead (Georgian)
15
150
15
18
99
7 ./
: (+995 32) 2 55 05 05
www.evex.ge
92
99
15
15 15
Size: A4 297 x 210 mm Print colour front: C:0 M:0 Y:0 K:0
Evex Brand Guidelines
15
Title: BPG Nino Mtavruli (Bold) 11pt Body: BPG Algeti (Regular) 9pt Address: BPG Algeti (Regular) 7.5pt
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Letterhead (English)
15
150
15
18
99
7 40 Vazha-Pshavela Avenue
LOREM IPSUM DOLOR
0105 Tbilisi, Georgia Tel./Fax: (+995 32) 2 55 05 05
lorem ipsum dolor sit amet, te recteque patrioque dignissim pro, mazim delectus mnesarchum id eum.
www.evex.ge
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lorem ipsum
99
15
15 15
Size: A4 297 x 210 mm Print colour front: C:0 M:0 Y:0 K:0
35
15
Title: Uni Sans (SemiBold) 11pt Body: Uni Sans (Book) 9pt Address: Trade Gothic LT Std (Cond. No.18) 8pt
Evex Brand Guidelines
Envelope Light Version (Georgian)
10 10 20
85
30
./
: (+995 32) 2 55 05 05
www.evex.ge
10 10
50
160
10 35
D=25
85
10 220
Size: 220 x 105 mm Print colour front: C:10 M:0 Y:5 K:0
Evex Brand Guidelines
Print colour back: C:0 M:0 Y:0 K:0 Address: BPG Algeti (Regular) 8pt
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Envelope Dark Version (Georgian)
10 10 20
85
30
./
: (+995 32) 2 55 05 05
www.evex.ge
10 10
50
160
10 35
D=25
85
10 220
Size: 220 x 105 mm Print colour front: C:100 M:0 Y:45 K:60
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Print colour back: C:0 M:0 Y:0 K:0 Address: BPG Algeti (Regular) 8pt
Evex Brand Guidelines
Envelope Light Version (English)
10 10 20
85
40 Vazha-Pshavela Avenue 0105 Tbilisi, Georgia
30
Tel./Fax: (+995 32) 2 55 05 05 www.evex.ge
10 10
50
160
10 35
D=25
85
10 220
Size: 220 x 105 mm Print colour front: C:10 M:0 Y:5 K:0
Evex Brand Guidelines
Print colour back: C:0 M:0 Y:0 K:0 Address: BPG Algeti (Regular) 8pt
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Envelope Dark Version (English)
10 10 20
85
40 Vazha-Pshavela Avenue 0105 Tbilisi, Georgia
30
Tel./Fax: (+995 32) 2 55 05 05 www.evex.ge
10 10
50
160
10 35
D=25
85
10 220
Size: 220 x 105 mm Print colour front: C:100 M:0 Y:45 K:60
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Print colour back: C:0 M:0 Y:0 K:0 Address: BPG Algeti (Regular) 8pt
Evex Brand Guidelines
Envelope Shape
20
35
105
105
20 220
Print colour inside: C:10 M:0 Y:5 K:0
Evex Brand Guidelines
Print colour inside: C:100 M:0 Y:45 K:60
40
Envelope (Opened)
41
Evex Brand Guidelines
Badge (Georgian)
5
20 5
10 5 12
40
6
5
85 5
Size: 90 x 55 mm Print colour front: C:0 M:0 Y:0 K:0
Evex Brand Guidelines
90
Name: BPG Nino Mtavruli (Bold) 12pt Title: BPG Algeti (Regular) 9pt
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Badge (English)
5
20 5
10 5 12
40
6
5
85 5
Size: 90 x 55 mm Print colour front: C:0 M:0 Y:0 K:0
43
90
Name: Klinic Slab (Bold) 14pt Title: Trade Gothic LT Std (Cond. No.18) 10pt
Evex Brand Guidelines
Evex Brand Guidelines
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45
Evex Brand Guidelines
Evex Brand Guidelines
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Navigation
Navigation allow people to find their way around the clinic. In this case, clear and simple signage is a key for successful experience. In following section there are presented: direction signs, public restroom signs.
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Evex Brand Guidelines
Doorplates (Georgian) WC, Exit, Arrows, Number
10
10
45
70
70
80
45
70
80
10
35
70
10
45
80
10
10
70
70
28
35 80
80
80
10
70
23
45
35 2.5 90
Size: 80 x 80 mm / 80 x 300mm Print colour front: C:0 M:0 Y:0 K:0 Print colour front: C:80 M:10 Y:45 K:0
Evex Brand Guidelines
207.5
Name: BPG Nino Mtavruli (Bold) 40pt Title: BPG Algeti (Regular) 35pt
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Doorplates (Georgian) Arrows, Number
10
70
45
300
10
23
70
45
35 2.5 90
207.5
10
35
70
45
35 2.5 90
Size: 80 x 300mm Print colour front: C:0 M:0 Y:0 K:0
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207.5
Print colour front: C:80 M:10 Y:45 K:0 Name: BPG Nino Mtavruli (Bold) 50pt
Evex Brand Guidelines
Doorplates (Georgian) WC, Exit, Arrows, Number
Size: 80 x 80 mm / 80 x 300mm Print colour front: C:0 M:0 Y:0 K:0 Print colour front: C:80 M:10 Y:45 K:0
Evex Brand Guidelines
Name: BPG Nino Mtavruli (Bold) 40pt Title: BPG Algeti (Regular) 35pt
50
Doorplates (Georgian) Arrows, Number
Size: 80 x 300mm Print colour front: C:0 M:0 Y:0 K:0
51
Print colour front: C:80 M:10 Y:45 K:0 Name: BPG Nino Mtavruli (Bold) 50pt
Evex Brand Guidelines
Doorplates (Georgian) WC, Exit, Arrows, Number
Size: 80 x 80 mm / 80 x 300mm Print colour front: C:0 M:0 Y:0 K:80
Evex Brand Guidelines
Name: BPG Nino Mtavruli (Bold) 40pt Title: BPG Algeti (Regular) 35pt
52
Doorplates (Georgian) Arrows, Number
Size: 80 x 300mm Print colour front: C:0 M:0 Y:0 K:80
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Name: BPG Nino Mtavruli (Bold) 50pt
Evex Brand Guidelines
Directory
153 2.5
3.5 7.5
32
3 2.5
3.5 7.5
51.5 142.5
3 2.5
3.5 7.5 27.5
3 2.5
3.5 12.5
7.5
15
3
7.5
60
Size: 153 x 142.5 mm Print colour front: C:80 M:10 Y:45 K:0 Print colour front: C:0 M:0 Y:0 K:0
Evex Brand Guidelines
67.5
Numbers: Trade Gothic LT Std (Bold) 290pt Text: BPG Algeti (Regular) 105pt
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Directory
Size: 153 x 142.5 mm Print colour front: C:0 M:10 Y:0 K:0 Print colour front: C:80 M:10 Y:45 K:0
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Numbers: Trade Gothic LT Std (Bold) 290pt Text: BPG Algeti (Regular) 105pt
Evex Brand Guidelines
Backlight Signage
x:2
1cm
x:2
1cm
For the backlight signage Evex Medical Corporation logotype has a special characteristics that must be taken in consideration.
Evex Brand Guidelines
Minimum size for the backlight signage the text “Medical Coporation� should never be less that 1cm in size.
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Outdoor Signage Phone Number and Web
For the outdoor signage Evex Medical Corporation logotype has a special characteristics that must be taken in consideration.
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Following section demonstrates how to use the Evex Medical Corporation logotype correctly.
Evex Brand Guidelines