Aortha brand guide by Nahim Choudhury

Brand Guide V1 - First impression is everything...

Welcome

This aortha brand guide will showcase the key elements that form the basis of our identity. It will also let you get to know us better... ÂŽ

Time to deliver

“

The aortha® brand is one of our biggest assets. It represents a significant source of appeal and differentiation for our customers and international partners. aortha® is intended to take us closer towards our dream of being recognised for helping customers and suppliers enjoy better quality O&P products and services...

“

Hugh Sheridan | CEO ALG International Holdings Group

Introduction We have created this brand guide as an inspiration for anyone who is commissioning, writing, designing or producing aortha® branded communications.

It is also there to ensure that we always remain true to aortha® branding, and the people, products and services it represents. This brand guide contains a summary of the thinking behind aortha®, an overview of our creative style and an explanation of the basic elements of our new identity.

At the end of the guide you will also find a list of example artworks. aortha® branding is crucial to the performance of not just our business but your business too…

Table of Contents Great design is not finished until someone, somewhere is using it...

Index Welcome

Introduction

Brand Story

Brand Overview Brand Architecture Brand Personality Brand Identity Logo Design

Logo Usage

Colour Scheme

23 27 30 33 37 44

Tone of Voice

Look and Feel

Typography Imagery

Grids and Layouts

Design Examples

48 52 57 62 66 68

Merchandising

Branding Matters

Online

Contact and Support

We want to stand out! Why is Branding important?

The Brand is a complicated concept of a corporate image. Everything that aortha® does, everything it owns, and everything it produces should reflect the values and the aims of the business as a whole. It is the consistency of this core idea that makes up aortha®; what it stands for; and more importantly why it exists. What is identity?

The guidelines set out in this document will ensure that the identity of aortha® is kept coherent, which in turn, will allow aortha® to be recognisable around the world. Identity of aortha® will be held within anything visual that represents the business, including; signage, business cards, marketing collateral, logo, and messages.

Is a logo necessary?

A logo on its own will not sell aortha® nor will it describe our business. Having a logo gives customers a visual representation to associate with your business. It makes any products branded with the logo instantly identifiable. Logos derive their meaning from the quality of the product and/ or services it symbolises and not the other way round. So it is vital to get logo right as it affects customer Consider the strong and straightforward Nike “Swoosh” or the sleek and modern Apple design. Successful logos give a consumer an idea of what to expect from aortha® which is world class O&P products and services.

“

Author Unknown

“

I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel. Maya Angelou | Author, Poet

“

A brand is worthless if it doesn’t connect with the right audience in the right way.

Keeping pace with change... The medical world doesnâ&#x20AC;&#x2122;t wait for anyone. So to keep pace, aorthaÂŽ is forced to face the following:

Emerging markets make for fresh opportunties

The brand demographic changes with an ageing population

The introduction of new products will attract new target markets

The services we offer become even more important

Staying ahead of our competitors

Brand Overview What’s the thinking around the current aortha® brand?

Most other brands are very much business and product focussed; we feel that no other brand is managing to communicate the human benefits of what we do in O&P. aortha® is here to make connections with customers and suppliers; aortha® is one element that connects with the whole system of healthcare support. aortha® is at the centre of any O&P workshop. We like to connect with people and understand

their needs; we like to push a complete solution for all orthotics and prosthetics requirements. aortha® truly is at the heart of your O&P life; we can assist you through every single stage of your O&P delivery.

We get right to the heart of what is required for orthotics and prosthetics; from the beginning to the end aortha® is always connected throughout the whole journey of O&P.

O&P Workshop/Clinic Consulting

Machinery

Planning

Equipping

Materials Technology

Image Software

Materials Selection

CNC Milling/ 3D Printing

Education & Training

Customised solutions from aortha®

Covers

Complete solution from aortha®

O&P Patient Care Process Assessment

Scanning

The Why. The How. The What. The essence of a successful brand starts with a purpose driven vision (the why) and match the strategies (the how) and the execution (the what) to the vision.

1. Why does aortha® exist? aortha® aims to become ‘the brand’ for all Orthotic and Prosthetic materials requirements around the world. The aortha® brand was established in 2010 to bring all ALG developed Orthotic and Prosthetic materials and components under one brand which all clinicians and technicians around the world can trust.

3. What does aortha® do? aortha® brand offers the latest material technology for use within the Orthotics and Prosthetics sector. The aortha® range includes a huge variety of Sheet Foams, EVA, Thermoplastics, CAD-CAM materials, thermoplastics, Carbon Composites, Transfer paper for AFOs, Lower Limb Orthotic Joint Components and so much more.

2. How does aortha® deliver? aortha® makes sure that all materials are of very high quality and are designed and tested with Orthotics and Prosthetics professionals in mind, the comprehensive range of quality products are simple to use and are very user friendly.

Over the last few years there has been a major change to the global Foot Orthotic industry and the use of CAD-CAM systems. aortha® has been able to be at the forefront of material technology to develop an entire range including EVA, Plastics, PU and materials in multiple densities by working with all the major Orthotic CAD-CAM players.

aortha® manufactures the widest range of appliance making materials available anywhere in the world, including foams, carbon fibre composites, metal items and plastics.

All aortha® materials are available in a comprehensive range of specifications, sizes and colours, are cost effective, and offer superior consistent quality.

With our own in-house cutting, splitting, laminating, printing and sewing machines on-site, aortha® is able to manufacture and convert materials to almost any specification.

aortha® offers so much more; from consulting, planning and equipping your workshop with hightech machinery required for modern clinics around the world.

Stop Living in the Past... Evolve from being a UK market leader, to a global brand leader

Present Focus on products British Heritage O&P Expertise

Future Focus on Branding Global Reach Inter-cultural Marketing Educating O&P Professionals

Our brand identifies us, not simply as one of the most respected brands in the O&P marketplace today but, a global brand for the future...

“

Akio Morita | Co-founder Sony

“

Creativity requires human thought, spontaneous intuition, and a lot of courage.

Logos and branding is important in big parts of the world where people cannot read English, but are great at remembering signs. Karl Lagerfeld | Designer

Brand Audience International Export Division Algeos USA Algeos Middle East Algeos Australia Algeos Distribution (UK) Independent Medical Suppliers

Public Health/NHS

Private

Commercial

Orthotics Workshops Prosthetics Labs Casting Rooms Clinicians Podiatry Departments

Private Podiatrists Orthotic Labs Orthotics Manufacturers Orthopaedic Shoe Makers Bespoke Shoe Manufacturers Private Hospitals Orthotic Workshops

Orthopaedic Wholesalers Podiatry Wholesalers O&P Distributers O&P Buyers Purchasing Managers

Brand Story The story that captures the brandâ&#x20AC;&#x2122;s vision, mission and values in an emotive manner.

Brand Objectives aortha® operates in a busy marketplace; dominated by global brands with a multitude of O&P product offerings.

It is therefore crucial for aortha® to ensure it has a clear identity that conveys the O&P message.

1. Delivers clean, clear message of high service quality & innovation from the UK. 2. Confirms aortha® credibility; perception will be improved by having better standard marketing materials – in print, on-line and outdoors. 3. Connects with O&P professionals emotionally by projecting trust & expertise. 4. Motivates the buyer; aortha® needs to be authoritative – provide clear; easy to follow information on materials technology and machinery. 5. Concretes user loyalty; by pushing the clean look & feel concept of aortha®.

‘‘Design is not just what it looks and feels like. Design is how it works.’’ Steve Jobs | Co-founder Apple Inc.

Brand Vision means business...

aorthaÂŽ is THE leading materials technology and machinery supplier to O&P marketplace. It should have a comprehensive list of products/ materials on offer and show what solutions it can bring to their practice.

They should be able to instantly recognise by the brand by looking at its quality, cleanliness and consistency of delivery not just in terms of the marketing but also the consistent level of service.

Brand Mission 1. Meaningful

Quality tested, reliable materials for O&P Industry, attained certification

Materials sourced around the globe to give technicians a leading edge 2. Motivating

aortha® will be about substance – not only sell O&P materials; but become more efficient like, show great product knowledge and expertise

aortha® needs to become a leading resource for O&P professionals for product information, content, advice and training on the latest materials technology 3. Measureable

Impact will be measured through not just sales growth but also feedback from customers on aortha® brand

4. Memorable

Create new and improved marketing collateral with memorable strapline:

aortha® - At the heart of your O&P life. Focus on the fact that aortha® always offers consistent quality

Brand Architecture aortha needs to look good all the time; so please take the time to consider how you would apply the aortha logo ÂŽ

ÂŽ

Evolving the way we do business We have moved towards a more fluid, broad based offer; designed with our O&P customers in mind. The Brand Architecture is designed to accommodate this shift. It is simple, flexible and focuses on making aortha® easier for the outside world to understand – especially with O&P professionals.

Brand Architecture is not only about the logo – it is about organising our business in a way that defines our key offerings, communicates the breadth and depth of aortha® to our O&P audience, and clarifies how these offerings meet their respective needs.

The only acronym in the brand architecture is aortha®. When you type the brand aortha®; make sure to include the trademark ® and never type aortha® with capital A, for example Aortha®. The brand typeface and brand Architecture components always appear in the same colour.

Brand Values

“

Brand marketing is about values. It’s a complicated and noisy world, and we’re not going to get a chance to get people to remember much about us. So we have to be really clear about what we want them to know about us.

“

Steve Jobs | Co-founder Apple Inc.

Products

Services

aortha® Adhesives

aortha® Workshop & Equipment Planning

aortha® CadCam

aortha® Global Sourcing & Consultancy

aortha® Composites

aortha® Bespoke Materials Orders

aortha® EVA

aortha® Technology Partner

aortha® Urethane (Poron)

aortha® Product Support

aortha® Laminates

aortha® Lamination & Cutting

aortha® Plastics

aortha® Machinery Service Contracts

aortha® Leathers aortha® Transfers aortha® Top Covers aortha® Lamination Supplies aortha® Zote aortha® Neosorb & Thermofelt aortha® Neoprene & Neolon List not exhaustive

Brand DNA Our purpose is our reason for being.

Why we exist:

• Innovative O&P Solutions • Great British Designs

How we grow: • Quality Products

• Excellent Services

What we offer:

• Comprehensive O&P Range • Global Coverage

The most important brand is

Brand Personality Brands inspire us and are like good friends. If they are successful, customers will stay loyal to them.

Brand Personality Traits It’s our job

to ensure that all of our communications are consistent with the following brand personality traits.

Global We think Global – but act local. Our goal is to pioneer the latest O&P offerings around the globe and aortha® likes to challenge the status quo. Acting upon personal relationships built over many years; aortha® has been in the forefront of delivering great customer service and finding the right solutions, at the right time and the right place. Innovative We are innovative – not complacent. Forward thinking and inventive; aortha® innovates in smart ways to make sure our O&P customers get the latest materials technology and machinery solutions for their workshops; enabling the O&P profession improve the lives of their patients. Straightforward We are straightforward – not complicated. Simple and upfront with our O&P customers, suppliers and partners. What they see is what they get, and what they get are innovative solutions, quality materials technology and excellent service that they can trust.

Quality We believe in the highest quality standards. aortha® products and services are meticulously engineered, finished and crafted from premium raw materials around the world. Positive We are positive – not negative. aortha® looks at problems as opportunities and setbacks as learning experiences. Our optimism is contagious, motivating suppliers and building O&P professional’s confidence. Because we are positive, we believe in and help our customers achieve their dream of attaining world class products and services. Caring We care – we are real. We welcome everyone around the world and we are approachable. We care about local O&P clinics and workshops. aortha® is compassionate towards O&P professionals and always looking to engage with them and to find out how we can help. Our customers trust us; we work hard at ensuring that we never let anyone of our customers down.

Brand Messaging We’ve purposefully taken the word ‘value’ out as we want to differentiate ourselves with the competition.

We want to focus on quality and service instead of price and affordability aortha® can give a good perception; without sacrificing quality. aortha® recommends that you use the following brand messages:

aortha® offers you the latest Orthotics & Prosthetics Materials Technology & Machinery that you can trust; aortha® prides itself on consistency, quality, service & innovation with Great British design.

Brand Identity

Our brand is very precious to us... We took our time in developing ÂŽ aortha , so please be nice to it.

Brands exist in the mind s ion t lu

Qu al it

ices Serv

Compre hen siv e

O& P

ts & uc od Pr

vative British Design Inno

It is crucial that O&P customers have the best possible experience with aorthaÂŽ brand; from the cleanliness of our designs and communications.

Glo

ll e n C h t Di a n s tri b u ti o ne n ls

S ets ba

lS nd

We convey our brand identity through every form of communication and experience. Through the products and services we offer, how we look, how we act and what we express. Everything we do has a direct impact on how the global O&P market perceives us.

Wo r

l d C l a s s M a t e ri a l s Te c h n o l o g y 31

Logo Design

Say hello to the aortha logo! If you can’t find the logo you want to use here; we don’t want you to use it. ®

The Logo

A logo identifies a business in its simplest form via the use of symbol, mark or icon.

Logo Elements Protecting and nurturing our brand is about more than the logo and its colours.

The aortha®logo and its meaning

Used correctly it becomes a visual reflection of what we do, and what we stand for. The logo, its device, colours and shape are clean and friendly, as well as ‘hi-tech’. This lifts the brand from competitors logos, yet stays close to the brands identity.

What does the aortha® logo device represent? The aortha® logo device is based around the ‘open and closed’ cell technology of the materials we use.

Logo Usage

Consistency. It is a powerful idea that cannot be overstated. Especially when it comes ÂŽ to the aortha logo.

Logo Positioning and Sizes Logo Position

The logo in printed and online media should be preferably aligned to the left, with the text being placed under the text part of the logo. Optionally, it is also possible to align the logo to the right.

Sizes

The minimum logo width for print is 50mm. The optimal width for A4 print is 50mm. The minimum logo width for web pages and applications is 220px.

NB. Please respect the clear space rules.

In Print

On Screen

50mm

220px

Minimum size

Clear Space Maintaining a minimum clear space around the logo helps isolate the logo from any competing graphic elements such as other logos, copy or images. The minimum clear space for the aorthaÂŽ logo is defined as the height of the â&#x20AC;&#x2DC;oâ&#x20AC;&#x2122; in the wordmark. This minimum space should be maintained as the logo is proportionally enlarged or reduced in size.

Logo Placement Whenever possible, in printed and online media, the logo should appear aligned to the left, on a white background. Consistent placement in this location helps build awareness of the aorthaÂŽ brand. If the logo cannot be placed in this position, an acceptable alternate placement is the top or bottom righ corner. Be sure to maintain the same amount of clear space from the top and left edges.

.NB: Please respect the clear space rules.

Preferred Placement

Secondary Placement

Logo Variations The logo has been designed to be flexible, allowing it to be used in any number of situations while still maintaining the brand’s integrity. Illustrated here are the most effective ways in which the brand logo can be used.

You can now download the official aortha® logos. To download a particular colour and size. Please visit aortha.com/downloads/logos and click the appropriate logo for download. Please do not hesitate to contact marketing@aortha.com to check if the logo’s you are using are correct.

Prohibited use of the logo There is always a right and wrong way to present the aortha® logo. It’s very important to use the aortha® logo as described in the guidelines, this will keep it perfect every time. Here are some possible misuses of the aortha® logo. Please ensure the following: A

A. Never use the logo on colours that clash. Where possible, always use the logo on a white background or on a colour from the secondary colour palette. B. Do not use the colour logo on photographs or other complex backgrounds. If it is unavoidable to place the logo on a colour or photograph, always use the white or black logo version. C. Do not add embellishments such as drop shadows, embossing, or other flashy graphic effects to the logo.

C 42

Prohibited use continued D. Do not display the logo in tilted positions. E. Never, stretch or distort the logo to fit an area. F. Do not convert the logo to greyscale. Always use the solid black or white versions. D

No means no! Please do not change the background colours of the aortha® logo Please do not change the typeface of the aortha® logo Please do not change the symbol of the aortha® logo Please do not change the proportion between the symbol and logo typeface Please do not use a colour that is not in the given colour scheme

F 43

Colour Scheme

Our colours define our brand. We are bold, bright, optimistic ÂŽ and confident. In short aortha colours are simple and straight to the point.

Colour Palettes Colour is one of the most important elements to any brand identity, aorthaÂ® logo is made up from two attractive colours that will bring vibrancy to all marketing materials.

Why Green? Because green is associated with reliability, honesty, optimism, durability, growth, peace, support, good energy, nature, balance, health and generosity.

Why Grey? Because grey is the symbol for security, maturity and dependability. The colour is also associated with responsibility and practicality.

Background Colours Only use the colours below and never use brash or vivid colours that will clash with the brand.

Core colours:

Secondary colours:

GREEN

DARK GREY

LIGHT GREY

PROCESS BLACK

WHITE

PANTONE: 583C

PANTONE: COOL GRAY 10 C

PANTONE: COOL GRAY 3 C

PANTONE: BLACK

PANTONE: WHITE

CMYK: C:25 M:3 Y:100 K:14

CMYK: C:38 M:29 Y:20 K:58

CMYK: C:8 M:5 Y:6 K:13

CMYK: C:0 M:0 Y:0 K:100

CMYK: C:0 M:0 Y:0 K:0

RGB: R:176 G:186 B:37

RGB: R:102 G:102 B:102

RGB: R:204 G:204 B:204

RGB: R:0 G:0 B:0

RGB: R:255 G:255 B:255

WEB: b0ba25

WEB: 666666

WEB: cccccc

WEB: 000000

WEB: ffffff

Colour Balance Use the pie chart to guide you in balancing core and highlight colour in aortha® branded materials.

5 5

Colour Guide: • Use our core colours for a consistent platform that allows other design elements • Case by case, colour ratio depends on the individual applications • Use the pie chart as a % guide to make sure you are balancing aortha® colours correctly

Green

Dark Grey

Light Grey

Black 47

Tone of Voice Words that will inspire O&P professionals around the world...

Credible

Knowledgeable

Innovative

Informative

Consistent

Quality aortha Principles ÂŽ

We really believe in what we do best; we want to improve the lives of people and be at the forefront of O&P technology around the world...

Speak from the heart It’s not just how we look; it’s also about how we speak, present and write…

Not only do we need to project key words that are associated to aortha® such as innovation, service, consistent quality etc. Our communications should be simple, optimistic and precise…

Please make use of the following guidelines when communicating internally and/or externally:

Tone of voice is how we speak to O&P professionals through our marketing, as well as through our emails, presentations, live chats, and more, it is how we deal with customers and partners that is important.

Simple Simplicity in our communications results in impact. It means presenting complex services and products in the clearest way we can.

Through the language we use, our tone and voice provides the world with another way of recognising aortha® in a distinct and different way.

Optimistic A sense of optimism is central to our brand expression, and that sensibility leads to innovative communications. Precise Attention to details is essential. Throughout our communications, avoid jargon, unsubstantiated claims and vague descriptions. Use clear, specific language and imagery that are appropriate for the marketing activity.

The Taglines The tagline should be positioned under the logo and aligned left of the logo. The tagline should appear on all marketing materials; where appropriate. The taglines must always appear in English, however you may translate the tagline into the local language if it is legally required, or if it will enhance the communication, or if it is preferable in the local business culture to use the local language. Please obtain the correct translations from the marketing team at marketing@aortha.com

Secondary Tagline: Orthotics & Prosthetics Technology. British Design. Global Delivery. Universal Solution.

Look and Feel aortha is here to make a statement! ÂŽ

A comprehensive visual system We have created a complete set of brand design guidelines. These guidelines are intended to ensure consistency over just about every instance of O&P customer contact, including your personal communications, advertising, stationary and many more.

Our core identity

The core design elements are essential – the aortha® logo, typefaces, colour palettes, imagery and graphics – are the starting point for any aortha® communications. It is our duty to protect, support and communicate aortha® clearly and consistently in everything we say and do.

Internal communications

Marketing & Sales

Our logo

Stationery

Email Templates

Colours

Email Signature

Catalogues

Typography

Powerpoint Presentation

Brochures

Visuals

Staff Uniform

Websites

Message

Product Photography

Sales Leaflets

Videos

Product Specification Sheets

Training & Development

Events & Exhibitions

White Space White backgrounds and visual ‘open – space’ plays an integral part in our visual communications. White enhances the crisp presentation of the aortha® symbol. White is the clear canvas against which our colours glow and text and imagery stands out. White imparts a clean, inviting and contemporary visual sensibility to our print

advertising, electronic communications (Web, Email, and Social Media) and external output such as merchandising and outdoor visuals. We encourage our creative teams to incorporate white backgrounds and highlights aortha® throughout our visual communications.

give the brand room to breath

Grey Bar Device We have created a graphic device at the bottom of all marketing communications to contain information that, while necessary, does not need to appear in a prominent way. This graphic device is a grey bar that is positioned along the bottom of any marketing activities such as advertisements. Use the grey bar in any marketing activity where you need to include text, identification numerals and/or symbols relating to legal, mandatory or country specific information which you feel may detract from the primary message.

The grey bar always appears as a 10% tint of black. All text, partner names and graphics within the grey is 100% white. The colour of the bar is always grey and does not change. The size of the grey bar will depend on the amount of required information and the size of the particular advertisement or application on which it appears.

“

We adventurously live on the edge of great creative unknown, but if we are properly armed with the facts we are always better prepared to enter it. Leo Burnett Worldwide Inc.

“

Brand Marketing is no longer about the stuff that you make, but about the stories you tell. Seth Godin | Marketing Guru

“

Leo Burnett | Founder

Typography

Typography is the backbone of design. Getting it right is very important indeed...

The Font Typography plays a crucial role in ® expressing aortha

aortha® has incorporated Helvetica type font; Helvetica is one of the most popular typefaces around the globe, its use became a hallmark of the International Typographic Style that emerged from the work of Swiss designers in the 1950s and 60s.

Helvetica’s sleek lines and modern sensibilities sets aortha® apart from the past and our competitors. In short it is precise and modern, reflecting our brand attributes. Over time, it will contribute to the memorability of our brand.

Notable features of Helvetica includes the termination of all strokes on exactly horizontal or vertical lines together with unusually tight letter spacing, which give it a dense, compact appearance.

HEL HEL

TICA

Typeface The aortha font family for use in headers and body copy is helvetica. Â®

It can be used in 6 weights to show tone and meaning.

Light

Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqurstuvwxyz 1234567890

Regular Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqurstuvwxyz 1234567890

Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqurstuvwxyz 1234567890

Light Italic

Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqurstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqurstuvwxyz 1234567890 59

Why Helvetica? Specifically chosen by aortha , Helvetica is bold, precise and modern. It is instantly recognisable and brings a new visual design to our brand. ÂŽ

Use Helvetica Regular for body copy

Use Helvetica Bold for headlines and sub-headings

Use Helvetica Italic to show emphasis

Use Helvetica Bold Italic to highlight features and benefits

Header and Body Text Headline rules Headlines should never be smaller than twice the point size of the tagline used. Headlines should never be larger than 120 points on A4 sized pages. This size will scale proportionately for larger or smaller size pages. Headlines should not be more than three lines at any point size.

Tracking All type sizes should use Optical in Adobe software to give a clear space for reading. Whether it be published on web or print media.

Body copy rules Body copy should never be smaller than 10 points on A4 sized pages. This size will scale proportionately for larger or smaller size pages. The maximum size for body copy should be 2 points smaller than the tagline used. Body copy point size should never be larger than that of the tagline used.

“

Imagery

It’s not just for show; images can speak a thousand words... Author Unknown

Global Graphics Here are a few more things you should know: Imagery is a universal medium used to tell stories around the world. In our brand expression, aortha® uses imagery to communicate our O&P offerings in a compelling way to make a meaningful connection with all O&P professionals around the globe. We will encourage use of imagery that shows how our O&P customers benefit from using aortha® products and services and acknowledges the teamwork and achievements of our employees and more importantly our global network of partners and distributors.

aortha® is a global organisation and although many of our customers speak different languages, our common language is visual. We encourage you to portray aortha® products and services using images that will trigger a response or a call to action. When using examples of aortha® products and services, such as machinery or plastics, even if the photo is static, try and find an innovative way of presenting it, or use text in headlines to reveal something different or new about aortha® product and services.

Lively, engaging and differentiated, our graphic elements support the concept of open dialogue and add visual emphasis to all of our communications...

Images We encourage use of photography and illustrations. Using imagery that demonstrates our brand attributes will reinforce our personality and more importantly show the pride aorthaÂŽ takes in meeting our O&P customerâ&#x20AC;&#x2122;s needs. Photography:

Where possible, use cut-out versions of photographs on white backgrounds as shown below:

Use colour more often than black and white to attract attention and highlight an advertisement or page. Use white backgrounds when possible to communicate and open contemporary feeling. Illustrations:

Where photography is neither practical nor appropriate, e.g. in technical specifications sheets, use illustrations to simplify complex directions or content. See examples below:

Orthotics & Prosthetics Technology

Global Delivery

British Design

Universal Solution

Grids and Layouts For Print. For Online. For Style. For Everything...

Print and Online Layout Print

Online Insert product name and code here

Insert your title here

Insert content here Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam semper vestibulum ligula quis sollicitudin. Sed congue interdum ante nec condimentum. Pellentesque rhoncus lorem at velit condimentum, eget volutpat sem sagittis. Cras pulvinar ipsum volutpat, venenatis elit quis, euismod lorem. Nulla sollicitudin varius odio, vitae aliquam augue tempus luctus.

552 552 x 200 200

Insert features and benefits Cras pulvinar ipsum volutpat, venenatis elit quis, euismod lorem. Nulla sollicitudin varius odio, vitae aliquam augue tempus luctus. Aliquam viverra vestibulum libero, sit amet laoreet

260 x 186

Insert title here Insert content here Cras pulvinar ipsum volutpat, venenatis elit quis, euismod lorem. Nulla sollicitudin varius odio, vitae aliquam augue tempus

Insert Partner Logo Here

260 x 186

Insert title here Insert content here Cras pulvinar ipsum volutpat, venenatis elit quis, euismod lorem. Nulla sollicitudin varius odio, vitae aliquam augue tempus

call us: <Insert your telephone number> email us: <Insert your email> visit us: <Insert your web address>

260 x 186

Insert title here Insert content here Cras pulvinar ipsum volutpat, venenatis elit quis, euismod lorem. Nulla sollicitudin varius odio, vitae aliquam augue tempus

Insert Partner Logo Here

260 x 186

Insert title here Insert content here Cras pulvinar ipsum volutpat, venenatis elit quis, euismod lorem. Nulla sollicitudin varius odio, vitae aliquam augue tempus

call us: <Insert your telephone number> email us: <Insert your email> visit us: <Insert your web address>

We have created a flexible grid system to ensure an integrated look and feel in all our marketing activities. The grid provides an effective way of organising text and images on a page, and standardises the size and position of the brand essentials. The examples show how to divide layout areas into a varying number of columns, and assist in determining correct size and position for imagery, text and charts.

Where a vertical image is used, adjust the layout as needed. If you are unsure, donâ&#x20AC;&#x2122;t hesitate to contact us.

Please ensure artwork is approved by aorthaÂŽ before you proceed with any marketing activities.

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Insert Partner Logo Here

call us: <Insert your telephone number> email us: <Insert your email> visit us: <Insert your web address>

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Design Examples

A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.

Jeff Bezon | Founder and CEO

Amazon.com

One of the most important success factors for any business is to have great office stationery.

Stationery 1 Letterhead

Compliment Slip

Envelope

At the heart of your O&P life.

Stationery 2 Business Card

A5 Note Pad

Stationery 3 Presentation Folders

CD/DVD

Presentations Powerpoint Templates

Title

Heading

Merchandising

Goodwill - a positive attitude towards a brand can be created in customers who receive promotional business gifts.

Promotional Items Pen

USB Stick Cufflinks

Clothing Shirts

Extras Baseball Cap

Mug

Promotional Bag

Lanyard

Business Gifts The same goodwill and loyalty can be strengthened in customers and employees who are given promotional gifts. Umbrellas

Stationary

Branded Tools Tape Measure

Goniometer

Calliper

Exhibitions Roll Up Banner

Exhibition Stand

Online More and more people get their information online so it only makes sense for businesses to use the internet as a marketing tool.

Digital Assets Digital Banners A full set of banner ads for use on digital media are available for download at marketing@aortha.com Website

Email Signatures

Outdoor Outdoor advertising is a powerful medium. It supports and reinforces communications in our other channels such as advertising, direct mail and online media, and helps aorthaÂŽ reach a wider audience because of its placement and scale. Keep these points in mind when creating outdoor advertising: Billboards should communicate only one message Make the primary headline short and direct Position secondary text apart from the primary headline

Branding Matters Having read through the latest aortha brand guide we hope you have a better idea about what aortha brand stands for and how we believe we are best represented. ÂŽ

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Design Checklist The logo

Design

Only use aortha® logos that are complete and in an appropriate version, created from original digital artwork. You can download all the approved logos from aortha.com/downloads. Please check that you have respected the minimum size and clear space requirements.

Be sure to provide these guidelines to third parties and design agencies.

Backgrounds

The aortha® logo should not appear on light or cluttered images without being reversed out. Imagery

Please check any supporting images or graphic elements does not marginalise, obscure or overpower the aortha® logo.

Final Thought…

Our branding is very important. All uses of aortha® logo or marketing artwork relating to aortha® will need to be pre-approved before implementation of any manner. Please send the artwork for approval to marketing@aortha.com

If you are unsure of anything and need further clarification - please email marketing@aortha.com who will be able to advise you on how best to promote aortha® in your marketplace.

Typography

Ensure Helvetica is used appropriately. This will allow aortha® to emphasise and execute a clean, legible approach to all our marketing activities.

Contact and Support Design has the ability to drive awareness, perception and loyalty. If you have any doubt regarding the use of the aortha® brand or for more information and guidance on how to properly use this guide, please do not hesitate to contact the aortha® Global Brand Manager on marketing@aortha.com This guide will be continually updated to reflect the latest standards and guidelines, so please check the aortha® website to download the latest version before beginning new projects.*

aortha® Marketing Sheridan House Bridge Industrial Estate, Speke Hall Road Liverpool United Kingdom L24 9HB

Email: marketing@aortha.com Telephone: +44 (0)151 448 1228 Fax: +44 (0)151 448 1008

*The content shown within this brand guidelines is an overview provided for the use of aortha design teams, agencies and partner marketing only. An online version of the brand guideline is available for download at: aortha.com/downloads/brandguidelines To request this document in an alternative format please email us at marketing@aortha.com ®

aortha gives permission to use this brand guide. No licence for further use is to be implied. This brand guide contains images where the intellectual property rights of which may be owned by 3rd parties. aortha has not sought permission to use these images and shall not be liable for infringements from 3rd parties’ intellectual property arising from use of these images. ®

Current aortha logo artwork and campaign graphics for print and web, as well as individual aortha identity materials, are available to download at the aortha website. Although we have attempted to cover the majority of brand representations, this brand guide does not cover all situations. Inquiries about situations that are not addressed by these guidelines, as well as other requests for creative and design support, should be addressed to the aortha Global Brand Manager on marketing@aortha.com ®

Thank You By applying these simple guidelines you can help develop the aortha brand in O&P and help spread its positive, professional image throughout the globe and more importantly your region. ÂŽ

Orthoses Orthotic Prosthetic Orthotist Prosthetist Technician aortha® Materials Technology CadCam CNC Milling Composites Adhesives Cork Machinery aortha® Insoles Top Covers Transfer Paper Fine Fabrics Textiles FFT² EVA Clinic Equipment Lamination Supplies Leathers Workshop Consumables Fastenings aortha® Cushioning Shock Absorbing Thermoplastics Urethanes aortha® Soling Shoemaking Supplies Supportive Corrective Materials Technology

aortha.com aortha® is trademark registered, therefore it is important to maintain the integrity of the brand. Permission is granted to use the aortha® logo, and other marketing information, subject to the guidelines mentioned in this guide. If any person or company wants to use the aortha® logo and/or marketing information, its usage must be approved by aortha®.

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