Brand Handbook
So, What is this Thing? This handbook is designed to provide a solid, welldocumented foundation for the Optics Lab brand, including its conceptual, verbal, and visual elements. It should be used to help those involved with the brand—both internally and externally—understand and work with our company effectively. All future design, marketing, advertising, and web initiatives for the brand should use this handbook as a foundation and guide. This handbook is a living document meant to reflect the brand in its current and near-future state. It is meant to be reviewed and revised should any major changes happen within Optics Lab.
DEsigned OCTOber 2012 web: www.fortyagency.com email: hello@fortyagency.com twitter: @fortyagency phone: (480) 788-2940
Forty
Table of contents
CONCEPTUAL
Key differentiators . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5 Purpose. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Values . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Style . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 brand concept . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 VOICE OVERVIEW
Voice and tone . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13 Voice samples. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15 VISUAL OVERVIEW
Logos and symbols. . . . . . . . . . . . . . . . . . . . . . . . . . . .19 Color palettes and textures . . . . . . . . . . . . . . . . . . .21 typefaces. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 graphic elements . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 Visual recommendation samples . . . . . . . . . . . . . 24
What makes Optics Lab who we are 4
Primary differentiators these qualities are what make optics Lab truly different and distinct from our competitors and peers. they’re the benefits that make customers remember us and keep them coming back for more.
1
optics Lab is the only leading provider of completely preservative-free product line.
2
optics Lab’s commitment to health-conscious eye care demonstrates a true care for human health and safety.
3
optics Lab’s desire for innovative packaging and fresh perspective has the power to delight and inspire.
Purpose our purpose is a clear description of why optics Lab exists. it summarizes the difference we’re trying to make in the world and what drives us every day.
Optics Lab’s purpose is to help people flourish and fully experience the vibrancy of their world with lifelong vision health and comfort.
6
Values our values are the attitudes and beliefs at the core of optics Lab. they embody what’s truly important to our company, and they should be reflected in all of our decisions and actions.
Joy
Health
WE bELiEVE in JoY oVEr ForMaLitY
WE bELiEVE in hoLiStiC hEaLthCarE oVEr targEtED SoLUtionS
While our competitors focus on medical terms and conform to industry norms, we aren’t afraid to be different. We encourage daily eye care by making products fun to use, delightful, and inspiring.
Comfort WE bELiEVE in LaSting CoMFort oVEr tEMPorarY rELiEF our products are designed to provide convenience, and immediate comfort that translates into an overall sense of well-being. Everything we make is gentle and safe.
Proactivity WE bELiEVE in ProaCtiVitY oVEr rEaCtiVitY We encourage people to nourish their eyes from the inside out with proper, preventative care, daily, rather than waiting until they are already experiencing signs of discomfort.
We are committed to only producing wholesome products that promote lifelong vitality rather than just short-term relief and contribute to the long-term overall health of everyone.
Inclusion WE bELiEVE in thinKing gLobaLLY inStEaD oF LoCaLLY our team understands the need for a truly global vision care company that focuses on celebrating universal human traits that we all share, rather than cultural norms that are specific to one region. People need fresh options, not stale standards.
Vision the optics Lab vision paints a picture of what the future will look like when we reach our goals.
Optics Lab’s vision is to see people adopt preventative eye care as part of their everyday lives.
8
Style keywords these traits represent our core characteristics and style of doing business. they’ll be used as a source of inspiration and guidance for future branding, site design, marketing, and more.
Lively – Spirited, vibrant, fresh this relates to the values of joy and health. optics Lab speaks with a lively tone of voice that makes otherwise dry subject matter seem fresh and full of life.
Delightful – Fun, innovative, friendly this relates to the values of joy and inclusion. optics Lab speaks in a friendly tone of voice and uses playful, lighthearted language that inspires and delights readers.
Wholesome – Natural, authentic, honest this relates to the values of health and comfort. optics Lab uses a conversational tone of voice and natural wording that feels real and familiar instead of clinical and corporate.
Modern – Simple, bold, untraditional this relates to the values of proactivity and inclusion. optics Lab uses bold, simple statements and uncomplicated wording and sentence structure to communicate big ideas clearly.
brand Concept People don’t fall in love with businesses, they fall in love with personalities. brands are a lot like people, so we can use some of the same techniques we use for defining ourselves to define our companies. the optics Lab brand personality is based on the qualities of these characters, which makes it easier for our customers to quickly discern what we’re all about.
THE
10
THE
Nurturer
Sensualist
maternal, healer, comforter
exciting, vibrant, delightful
The Nurturer
The Sensualist
the nurturer relates to our values of inclusion, proactivity, comfort, and health, and supports our purpose of providing people with lifelong vision vitality and well-being.
the Sensualist relates to our values of joy, inclusion and comfort, and supports our purpose of helping people flourish and experience the vibrancy of their world.
the nurturer symbolizes people who help others feel loved by providing for their needs. they truly care about the well being of those around them, never compromise when it comes to choosing the most wholesome options for those in their care, and anticipate people’s needs before they are even aware of them.
the Sensualist symbolizes people who help others pursue perfect enjoyment through experiences that they can touch, see, taste, and hear. Everything they create is irresistible and has the power to captivate hearts and inspire sheer delight.
nurturers champion positive results in the lives of others by actively encouraging people to take the best care of themselves and make good choices, too. optics Lab is a nurturer because we provide people with safe, gentle eye care products that don’t compromise their health. We make sure all of our products contribute to the long-term health and overall well being of our customers.
Sensualists carefully consider little details that comprise the larger experience, like colors, textures, shapes, and style. they’re more concerned with how things will feel to people, rather than what people will think. optics Lab is a Sensualist because we understand that in order for our customers to adopt eye care into their everyday routines, our products must be fun to use, delightful, and inspiring. We don’t rely on experience and technical knowledge to communicate why we’re different—people will be able to see we’re different just by looking at us.
The voice of Optics Lab 12
general guidelines •
We are clear, direct, genuine and trustworthy
•
We don’t make exaggerated claims
•
We never sound clinical or boring
•
to help achieve this, we use casual words like “adding to” instead of “supplementing”
•
We are eager to communicate our passion for natural eye care and lifelong healthy vision
•
We want people to think of all our products as members of the optics family, instead of individual brands
•
We communicate visually and emotionally whether using words or design
Voice and tone the optics Lab voice and tone illustrates how our writing and communication sounds. this guide will help you convey our brand personality and create a distinct, consistent brand experience for customers.
Approachable
Fun
LIKE THIS: optics Lab’s moisturizing MiniDrops make dry eyes happy. they’re always preservative free, too.
LIKE THIS: Contact lenses can be harsh. give your eyes a hug with Eye-Cept, the rewetting drops that make eyes happy.
NOT LIKE THIS: MiniDrops lubricant eye drops provide preservative-free moisture for the temporary relief of dry eyes.
NOT LIKE THIS: Eye-Cept ensures daily comfort to users of soft contact lenses. it refreshes eyes, moistens lenses and helps reduce irritation due to dryness.
Vibrant LIKE THIS: Life is beautiful. it’s bursting with color around every corner. optics Lab’s ocusave is full of essential minerals that nourish your eyes to keep them happy, healthy and seeing crystal clearly. NOT LIKE THIS: Unhealthy eyes stop you from seeing the world at its best. ocusave contains essential minerals to support ocular nutrition and optimal vision health and reduction of certain eye diseases.
14
Bold LIKE THIS: When it comes to eye care, big bottles are bad bottles. they laced with preservatives that keep all that solution fresh, but can also hurt your eyes. MiniDrops are small by design. once-time use. Every- time fresh. no harsh preservatives, ever. NOT LIKE THIS: MiniDrops is preservative-free. the single-use packaging ensures freshness and potency with every use.
Sample vocabulary •
always
•
happy
•
Personal
•
balance
•
harmony
•
Proactive
•
Care
•
healthy
•
Pure
•
Clearly
•
help
•
refresh
•
Color
•
hydrating
•
right
•
Comfort
•
in every drop
•
Simple
•
Different
•
Jump for joy
•
Small by design
•
Drop of happiness
•
Life
•
Smile
•
Easy
•
Lifetime of healthy vision
•
Splash
•
Experience
•
Living
•
Sprinkle
•
Flourish
•
Love
•
Soothing
•
Flow
•
Mist
•
trust
•
Fresh
•
Moisture
•
Vibrant
•
Full
•
natural
•
Vision
•
giving
•
nourish
•
Wholesome
•
goodness
•
People
Sample words & phrases •
a splash of comfort in every drop
•
big comfort comes in small bottles.
•
Preservative free. Pure and simple.
•
oh-so-gentle
•
refreshing alternative
•
•
give your eyes a hug
Safer than baby tears, but with none of the crying.
•
Doctors love us. Your eyes will, too.
•
Eye care goodness in every drop
•
one-time use. Every-time fresh.
•
all of the relief you want. none of the preservatives you don’t.
•
People against preservatives
•
hooray for contact lens harmony!
•
a different kind of eye care
•
See happy. See healthy.
•
Makes eyes happy!
•
not a preservative in sight
16
Our tagline:
We call our fans:
Experience life in every color
visionaries
Writing samples Talking about proactive care
Talking about how eye care is exciting and fun
Unhappy eyes are unhealthy eyes. Keep them twinkly and naturally refreshed with a daily dose of eye care goodness from Optics Lab.
Signing-up for newsletters sounds like: Sprinkle your inbox with drops of good news and sweet deals on your favorite preservativefree eye care.
Talking about preservative free goodness We’re passionate about preservative free eye care. Pure and simple. Our small size droppers are one-time-use, every-time fresh and full of soothing comfort you can feel.
Special promotions sound like: Splash into pure savings and stock up on soothing comfort!
Microcopy on bottles sounds like: Are you winking at me or are your eyes just doing the happy dance?
The look of OpticsLab 18
Logos Full color logo available in spot color or CMYK build
One color logo acceptable in any of the brand colors
Black logo also acceptable in solid shades of gray or reversed out in white
Symbols and avatars Symbols When applicable, the lotus symbol may be used alone in the original full color version, in the one-color version or in all black, gray or white.
Avatars the following avatars are acceptable for use on social media accounts or as website favicons. the one-color version may be translated into any of the brand colors.
20
Color palette
Sunshine
Oatmeal
PMS 1235 C0 M29 Y91 K #FDba31
PMS 7527 C0 M2 Y6 K7 #EFEaE2
Paprika
Grape
Aqua
Lime
PMS Warm red C0 M75 Y90 K0 #F26532
PMS 2425 C37 M100 Y0 K26 #850D70
PMS 321 C100 M0 Y31 K23 #008C99
PMS 383 C20 M0 Y100 K19 #b2bb1C
typefaces PRIMARY TYPEFACE
ACCENT TYPEFACE
the depth of this font’s family of weights and styles make this the workhorse of the brand. it can be used for anything from body copy to headlines and callouts.
this typeface should be used when impact is needed. it should be used for major headlines and callouts that require a lot of attention.
Pluto Sans & Pluto Sans Italic available in regular Light, regular, Medium, bold, heavy & black, and condensed Light, regular, Medium, bold, heavy & black abCDEFghiJKLMn oPQrStUVWXYZ abcdefghijklmn opqrstuvwxyz 1234567890!@#$%&
22
Branca Poster One Available in three styles, but style One is the approved style for OpticsLab. ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 1234567890!@#$%&
graphic elements
SIMPLE ICONS
WATERCOLOR TEXTURE Layered with ombre effect and wave graphic element
WAVE ELEMENT
Sample materials
Doctors love us. Your eyes will, too.
ProMotion ConCEPtS 24
bannEr aD ConCEPt
REWETTING DROPS
20 STERILE USE DROPPERS 0.02 FL. OZ. EA. (0.5 ML EA.)
PaCKaging ConCEPt