CORPORATE IDENTITY MANUAL
This manual has been developed in order to ensure that the graphic elements which make up the visual identity of APM AMERICAN PRACTICE MANAGEMENT: the logo, the colors, the type font and design architecture are used correctly and consistently in all their applications. The guidelines contained in this manual indicate how to use and combine the various elements so as to maintain visual consistency, their goal being the brand’s competitive differentiation and standardization of its use anywhere in the world. This tool helps convey the idea, values and personality of APM AMERICAN PRACTICE MANAGEMENT, and so it is very important to digest and apply its content. Simple for our professionals, better for the brand. With your collaboration, this manual will be an essential tool in maintaining the strength and endurance of APM AMERICAN PRACTICE MANAGEMENT’s identity over time. WELCOME TO PRESERVING YOUR BRAND.
WHO IS THIS MANUAL FOR? It is for you, as a part of APM AMERICAN PRACTICE MANAGEMENT, as a supplier or as a partner/associate of your brand. It is aimed at graphic designers, printers and any external consultant or manufacturer with responsibility for the design, creation or production of any element owned by APM AMERICAN PRACTICE MANAGEMENT. WHAT IS THIS MANUAL FOR? This interactive manual is an aid to presenting ourselves as a brand in a specific, predetermined manner: Professional: the equipment produced by APM AMERICAN PRACTICE MANAGEMENT reflects the group’s philosophy of innovation and high quality. Consistent: all elements are presented with a sense of unity and order; they are set out clearly and with a logical reasoning and also with a flexible and open attitude. Convincing: the communication of your brand must be sound and easily recognizable. A way of viewing a brand with a future. We all share responsibility for protecting and caring for our brand.
A.
B.
C.
BASIC SYMBOLOGY
RULES FOR THE CORRECT USE OF THE BRAND
BRAND APPLICATIONS
A.01 Corporate logo A.02 Safety area A.03 Corporate color A.04 Corporate typography
B.01 Incorrect applications
C.01 Corporate Stationery C.02 Corporate folder C.03 Footer
APM CORPORATE IDENTITY MANUAL
LOGOTYPE The logo is the most visible element of your identity—a universal signature across all APM AMERICAN PRACTICE MANAGEMENT. It’s a guarantee of quality that unites your diverse services. We use the same version in print, and on screen. It’s simple. Easy to understand. No drop shadows, no flashy graphic effects. The logo is a bold, simple, graphic statement. While it is a simple logo, we must treat it nicely. The following pages cover the correct usage to ensure the logo always looks its best. Logotype
APM CORPORATE IDENTITY MANUAL
LOGOTYPE EVERYONE NEEDS A LITTLE PERSONAL SPACE LOGO CLEAR SPACE To ensure that your signature versions are clearly visible in all applications, surround them with sufficient clear space —free of type, graphics, and other elements that might cause visual clutter—to maximize the recognition and impact of your identity. To ensure the integrity and legibility of the logo lock-ups, the area directly surrounding them should be protected. The safe area should equal the height of the “A” in “American” and should be applied to all four sides of the logo to create a “box” of safe space.
APM CORPORATE IDENTITY MANUAL
Clear Space
LOGOTYPE MONOCHROME LOGOS In some cases, a full color logo may not be practical or possible due to limitations in printing. For these instances we may use a one-color black or white logo.
Logotype on whithe background
Grayscale logo on white background
Institucional Blue Background
Grayscale logo on black background
Institucional Yellow Background
APM CORPORATE IDENTITY MANUAL
LOGOTYPE BACKGROUND IMAGES The logo may also be used on an image background with sufficient contrast. Use an all-white version for dark backgrounds. When placing the logo onto imagery, please ensure that it is placed within an uncluttered image area to allow for maximum legibility and visibility.
APM CORPORATE IDENTITY MANUAL
TYPOGRAPHY Typography is an important aspect of your brand identity. Your typographic style contributes to your distinctive aesthetic. The typography usage examples on the following pages should be followed to ensure all of your communications appear consistent.
GOTHAM BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
GOTHAM BOOK ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
GOTHAM LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
APM CORPORATE IDENTITY MANUAL
INCORRECT USE Do not alter the APM AMERICAN PRACTICE MANAGEMENT o in any way. Do not animate, color, rotate, skew, or apply effects to the logo. Never attempt to create the logo yourself, change the font, or alter the size or proportions.
APM CORPORATE IDENTITY MANUAL
COLOR Color is a fundamental element in communicating the brand’s personality and in differentiating it from the competition. Consistent use of these colors are important for your brand’s expression.
Pantone
Pantone
137 C
7686 C C 96.9 M 77.3 Y 14 K 2.3
R 29 G 79 B 144
C M Y K
Hex: 1B4F90
Pantone Cool Gray 9 C
APM CORPORATE IDENTITY MANUAL
0 35 90 0
R 251 G 176 B 52
Hex: FBB034
C M Y K
0 1 0 51
R 145 G 145 B 149
Hex: 919195
STATIONERY BUSINESS CARD
AMERICAN PRACTICE
MANAGEMENT
Anthony Norris Anthony@xxxxxx.com
Office (832) 460-2020 Toll free (800) 487-6360 Fax (832) 460-4689
APM CORPORATE IDENTITY MANUAL
STATIONERY MAIL ENVELOPE
AMERICAN PRACTICE
MANAGEMENT
5821 Southwest Freeway #550Houston, Texas, 77057
Office Toll free Fax
(832) 460-2020 (800) 487-6360 (832) 460-4689
STATIONERY LETTERHEAD
AMERICAN PRACTICE
MANAGEMENT
5821 Southwest Freeway #550Houston, Texas, 77057
APM CORPORATE IDENTITY MANUAL
Office Toll free Fax
(832) 460-2020 (800) 487-6360 (832) 460-4689
STATIONERY FOLDER
AMERICAN PRACTICE
MANAGEMENT
5821 Southwest Freeway #550Houston, Texas, 77057
APM CORPORATE IDENTITY MANUAL
Office Toll free Fax
(832) 460-2020 (800) 487-6360 (832) 460-4689
STATIONERY FOOTER
APM CORPORATE IDENTITY MANUAL