Made with clinical excellence in mind
Brand Guide 2017
Welcome
Not just setting the scene; but setting the standards of excellence That’s the TalarMade experience... We have created this brand guide as an inspiration for anyone who is commissioning, writing, designing or producing TalarMade branded communications. It is also there to ensure that we always remain true to TalarMade branding, and the people, products and services it represents.
This brand guide contains a summary of the thinking behind TalarMade, an overview of our creative style and an explanation of the basic elements of our identity.
Contents Great design is not finished until someone, somewhere is using it... 2: 7: 8: 9: 10: 11: 12: 14: 15: 19: 20:
Welcome Knowledge is Power Target Audience Brand Story Brand Objectives Brand Message Brand Personality Logo Logo Rules Colours Tone of Voice
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Complete Visual System Typography Typeface Images Exhibitions Made Timeless... Exhibitions Made Memorable... Stationery and Business Gifts Presentation Templates Email Print and Online Grid Layout Design Checklist
People may forget what you say, people may forget what you did, but people will never forget how you made them feel.
Knowledge is Power
Rehabilitation Market Experts - British Quality Design The more you know, the more confident you can become in maximising patient outcomes.
What do we do?
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The essence of a successful brand starts with a purpose driven vision (the why), matching the strategies (the how) and the execution (the what) to the vision.
Help inspire health professionals around the globe with innovative clinical products.
How we do it?
Investing in clinical expertise and sharing knowledge of best practice. Utilising the latest research and validated clinical excellence.
Why we do it?
Improving patient wellbeing and clinical outcomes.
Target Audience
NHS • Orthotics • Podiatry • Prosthetics • Physiotherapy • Fracture Clinic • A+E • Intensive Therapy • Diabetes Care • Occupational Therapy • Neurology • Orthopaedics
Private • Private Orthotists • Private Podiatrists • Private Physiotherapist • Orthotic Labs • Orthopaedic Shoemakers • Private Hospitals
Commercial • Orthopaedic Wholesalers • Podiatry Wholesalers • Medical Distributors • Buyers/Purchasing Managers • Retail • Online Resellers
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Brand Story
It’s important that a story captures the brand’s mission and vision in an emotive manner. Mission: TalarMade design, develop and source products that have a positive impact for all our stakeholders. Our mission is to support our customers through delivering cost efficiencies, innovation and education. Leading and educating the health profession.
Vision: Clinical experts in creating leading product ranges for better patient outcomes. They should be able to instantly recognise the brand not just in terms of the marketing but also the consistent level of service.
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Values: Made with clinical excellence in mind
Brand Objectives
Standing out from the crowd TalarMade operates in a busy marketplace, dominated by global brands with a multitude of rehabilitation products. It is therefore crucial for TalarMade to ensure it has a clear identity that: 1. Delivers clean, clear message of high service quality & innovation from the UK. 2. Confirms TalarMade credibility; perception will be improved by having better standard marketing materials - in print, on-line and outdoors.
3. Connects with clinical health professionals emotionally by projecting trust & expertise. 4. Motivates the buyer; TalarMade needs to be authoritative - provide clear. easy to follow information on products that will help clinicians deliver the best outcomes. 5. Cements user loyalty; by pushing the clean look & feel concept of TalarMade.
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Brand Message
It’s all about adding value into what we do, we know what we do best, why you should use us and most importantly we know how to deliver clinical excellence. Tagline:
Made with clinical excellence in mind
Made with clinical excellence in mind
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Brand Personality
It’s our job to ensure that all of our communications are consistent with the following brand personality traits. We are innovative - not complacent. Forward thinking and inventive; TalarMade innovates in smart ways to make sure our clinical customers get the latest evidence based solutions for their clinics; enabling the healthcare professionals to improve the lives of their patients. We are straightforward - not complicated. What they see is what they get, and what they get are innovative solutions, quality materials technology and excellent service that they can trust.
We believe in the highest quality standards. TalarMade products and services are meticulously designed in the UK, finished and crafted to have a global appeal. We are positive - not negative. TalarMade looks at problems as opportunities and setbacks as learning experiences. Our optimism is contagious, motivating suppliers and building clinical professionals confidence. Because we are positive, we believe in and help our customers achieve their dream of attaining world class products and services.
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Brand Identity
Brands exist in the mind
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.
s ion t u ol
el le nt Di str ibu tion Chan nels
Comprehen sive Reh ab ilit ati on
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Innovative Design
c Ex
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Wo rld C rch sea lass Ed ucation & Re
Logo
Logo Design, Logo Elements and Logo Variations Consistency is a powerful idea that cannot be overstated. Especially when it comes to the TalarMade logo. When typing in Arial TalarMade needs to be with capital T and M with no space. Sizes The minimum logo width for print is 50mm. The optimal width for A4 print is 200mm. The minimum logo width for web pages and applications is 220px.
Device Variations
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Logo rules
Logo Size, placements, positioning and 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.
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The minimum clear space for the logo is defined as the height of the ‘e’ in the wordmark. This minimum space should be maintained as the logo is proportionally enlarged or reduced in size.
Logo rules There is always a right and wrong way to present the logo. It’s very important to use the logo as described in the guidelines, this will keep it perfect every time. Here are some possible misuses of the logo.
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.
Please ensure the following: 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.
C. Do not add embellishments such as drop shadows, embossing, or other flashy graphic effects to the logo.
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A brand is worthless if it doesn’t connect with the right audience in the right way.
Colours
Colour is one of the most important elements to any brand identity, TalarMade logo is made up from two attractive colours that will bring vibrancy to all marketing materials. Primary colours
Secondary colours
Pantone 281C CMYK 100/90/32/35 RGB 0/31/91
Pantone Process Grey CMYK 0/0/0/90 RGB 65/64/66
Pantone 281C CMYK 0/25/100/0 RGB 255/194/14
Pantone 281C CMYK 100/0/0/0 RGB 0/174/239
Why Dark Blue?
Dark blue represents knowledge, power, integrity, and seriousness. Dark blue is associated with depth, expertise, and stability; it is a preferred colour for corporate, educational and medical professions.
Why Dark Grey?
Because grey is the symbol for security, maturity and dependability. The colour is also associated with responsibility and practicality. Dark Grey also provides a stable and solid base, which can contribute with new and positive energy.
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Why Orange?
Orange radiates warmth and happiness, combining the physical energy and stimulation of red with yellow. Orange offers emotional strength in difficult times. It helps us to bounce back from disappointments and despair, assisting in recovery.
Why Light Blue?
Light blue is the colour most linked to creativity. Light blue is the most calming shade of blue that helps a person relax. Light blue is also a colour that inspires safety and serenity.
Tone of voice
Excellence at your service + the importance of white space White backgrounds and visual ‘open - space’ plays an integral part in our visual communications. White enhances the crisp presentation of the TalarMade symbol. White is the clear canvas against which our colours glow and text and imagery stand out. White imparts a clean, inviting and contemporary visual sensibility to our print advertising, electronic
communications (Web, Email, and Social Media) and external outputs such as merchandising and outdoor visuals. We encourage our creative teams to incorporate white backgrounds and highlight TalarMade throughout all our visual communications.
Innovative Consistent Informative Knowledgeable Friendly Evidence based education
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Complete visual system What you see is what you get TalarMade look and feel is all about style, substance and excellence. We have created a complete set of brand design guidelines.
The core design elements are essential - the TalarMade logo, typefaces, colour palettes, imagery and graphics are the starting point for any TalarMade communications.
These guidelines are intended to ensure consistency over just about every instance of customer contact, including your personal communications, advertising, stationery and many more.
It is our duty to protect, support and communicate TalarMade clearly and consistently in everything we say and do.
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Typography
Typography is the backbone of design. TalarMade has incorporated Arial type font; Arial 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.
Notable features of Arial 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. In short it is precise and modern, reflecting our brand attributes.
Why Arial? Specifically chosen for TalarMade, Arial is bold, precise and modern. It is instantly recognisable and brings a new visual design to the brand.
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Typeface Header and body copy 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.
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. 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.
Primary typeface
Header Text
Arial medium
Arial bold
Arial bold italic
Body Text
Arial thin
Arial regular
Arial regular italic
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Images We encourage use of photography and illustrations. Using imagery that demonstrates our brand attributes will reinforce our personality. 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:
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Logos and branding are important in big parts of the world where people cannot read English, but are great at remembering signs.
Exhibitions made timeless... Exhibition Stands
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Events made memorable... Exhibition Banners
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Stationery and business gifts
A positive attitude towards a brand can be created
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Presentation templates
Powerpoint templates, covers and internal pages
Presentation header
Presentation title Subtitle
Presentation header
Presentation title Subtitle
Presentation title Subtitle
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Email footers
Name
Position Contact Details Phone Number
Events/Calendar
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Special Offers/Sale
Print and online grid layout
For Print. For Online. For Style. For Everything... 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, don’t hesitate to contact us.
Spec sheet templates
BASIC
PREMIUM
UNLIMITED
ADD YOUR TEXT
YOUR DESCRIPTION
HERE COMES TEXT
SOME TEXT
SOME TEXT
PRICE
£15
£25
£30
BUY HERE
BUY HERE
BUY HERE
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Design checklist
Please adhere to the details below. The logo Only use TalarMade logos that are complete and in an appropriate version, created from original digital artwork. You can download all the approved logos from talarmade.com/downloads. Please check that you have respected the minimum size and clear space requirements. Backgrounds The TalarMade logo should not appear on light or cluttered images without being reversed out.
Branding Matters Design has the ability to drive awareness, perception and loyalty. If you have any doubt regarding the use of the TalarMade brand or for more information and guidance on how to properly use this guide, please do not hesitate to contact us. This guide will be continually updated to reflect the latest standards and guidelines, so please check the TalarMade website to download the latest version before beginning new projects.*
Imagery Please check any supporting images or graphic elements do not marginalise, obscure or overpower the TalarMade logo. Typography Ensure Arial is used appropriately. This will allow TalarMade to emphasise and execute a clean, legible approach to all our marketing activities. Design Be sure to provide these guidelines to third parties and design agencies. Final Thought‌ Our branding is very important. All uses of TalarMade logo or marketing artwork relating to TalarMade will need to be pre-approved before implementation of any manner. Please send the artwork for approval to marketing@talarmade.com If you are unsure of anything and need further clarification please email marketing@talarmade.com who will be able to advise you on how best to promote TalarMade.
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Small Print:
*The content shown within this brand guideline is an overview provided for the use of TalarMade design teams, agencies and partner marketing only. An online version of the brand guideline is available for download at: talarmade.com/downloads/brandguidelines To request this document in an alternative format please email us at marketing@talarmade.com TalarMade gives permission to use this brand guide. No license 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. TalarMade 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 TalarMade logo artwork and campaign graphics for print and web, as well as individual TalarMade identity materials, are available to download at the TalarMade 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 us.
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TalarMade Ltd.
Springwood House, Foxwood Way, Foxwood Industrial Park, Chesterfield, Derbyshire, United Kingdom, S41 9RN Tel: +44 (0)1246 268456 | Fax: +44 (0)1246 268648 | Email: info@talarmade.com