1 // 42
ORAL FACIAL SURGEONS SPECIALISTS BRAND SOLUTION
2 // 42
DESIGN AND BRAND GUIDELINES
3 // 42
SECTION 0 | INTRODUCTION
PAGE 4
SECTION 1 | CORPORATE LOGO
PAGE 6
SECTION 2 | CORPORATE TYPOGRAPHY
PAGE 10
SECTION 3 | CORPORATE COLOR SYSTEM
PAGE 14
SECTION 4 | CORPORATE STATIONERY
PAGE 18
SECTION 5 | LOGO PLACEMENT
PAGE 22
SECTION 6 | GRID SYSTEMS
PAGE 24
SECTION 7 | ONLINE SOLUTION
PAGE 30
SECTION8 | CORPORATE IMAGES
PAGE 32
SECTION 9 | ICONOGRAPHY
PAGE 36
4 // 42
SECTION 0 INTRODUCTION
THE DESIGN GUIDELINES
These guidelines describe the visual and verbal elements that represent Oral Facial Specialists´s corporate identity. This includes our name, logo and other elements such as color, type and graphics.
5 // 42
Sending a consistent and controlled message of who we are is essential to presenting a strong, unified image of our company. These guidelines reflect Oral Facial Specialists´s commitment to quality, consistency and style. Oral Facial Specialists brand, including the logo, name, colors and identifying elements, are valuable company assets. Each of us is responsible for protecting the company’s interests by preventing unauthorized or incorrect use of Oral Facial Specialists name and marks.
6 // 42
SECTION 1 CORPORATE LOGO The Logo Introduction Clearspace and computation The Logo Application The Logo Size
LOGO INTRODUCTION
THE FULL LOGOTYPE
Oral Facial Specialists Masterbrand or Corporate Logo comprises two elements, the logo symbol and logo type. The Logo Symbol is a powerful image evoking the culture of design services - the connection between the strength of communication and the different points that influence. It has a particular relationship with Oral Facial Specialists name. The Logo Type has been carefully chosen for its modern and yet refined, highly legible style, which has been further enhanced by the use of upper case letters. The typeface is Montserrat Bold and has also been chosen to compliment and balance perfectly with the logo symbol. The corporate logo is presented through the use of colour as well as shape and form. The two corporate colours are Yellow and Grey. It is a fresh and appealing blend of colours chosen for their strong combination - modern - classic - timeless. The Colours have been selected according to international standards as shown below and are easily implemented.
Our Logo is the key building block of our identity, the primary visual element that identifies us. The signature is a combination of the the symbol itself and our company name – they have a fixed relationship that should never be changed in any way.
7 // 42
LOGO LIGHT
VERSION The main logo is the dark logo used on white or colored backround. For darker backrounds you will find an alternative below.
will be used when the backround color is dark colored.
LOGO DARK
VERSION
will be used when the backround color is light colored.
Recommended formats are: .eps | .ai | .png | .jpg | .tiff
Attention: Use of any stylized, animated, hand drawn or other versions of a inofficial logo is not permitted. This undermines the logo system and brand consistency.
Please consult with our Trademark Licensing if you have any questions or need further help.
1
1) The Logo Symbol Consists of a powerful element evoking the culture of design services and a grey square backround.
2
2) The Logo Title Carefully chosen for its modern and yet refined, highly legible style, which has been further enhanced by the use of upper case letters in gray tone of the chosen corporate color. The font that is used here is Montserrat Bold.
8 // 42
LOGO CONSTRUCTION, CLEARSPACE AND COMPUTATION It is important to keep corporate marks clear of any other graphic elements. To regulate this, an exclusion zone has been established around the corporate mark. This exclusion zone indicates the closest any other graphic element or message can be positioned
in relation to the mark.of the the symbol itself and our company name – they have a fixed relationship that should never be changed in any way.
Computation To work out the clearspace take the height of the logo and divide it in half. (Clearspace = Height / 2). Definition Whenever you use the logo, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone.
9 // 42
10 // 42
The Corporate Fonts Primary Font Secondary Font Font Hierachy
SECTION 2 CORPORATE TYPOGRAPHY THE CORPORATE FONTS AND TYPOGRAPHY THE CORPORATE TYPOGRAPHY Typography plays an important role in communicating an overall tone and quality. Careful use of typography reinforces our personality and ensures clarity and harmony in all Design.Inc communications. We have selected Montserrat and Source Sans Pro, which helps inject energy and enthusiasm into the entire Design.Inc communications, as the primary and secondary corporate typefaces.
11 // 42
PRIMARY BORN READY REG DESIGNER : NICKY LAATZ Born Ready font family Handwriting and Script style De-signed by
Nicky Laatz
in 2016 A dry marker handwritten font
Born
with textured lines and a mul-tiple personalities! Born Ready comes is various
CORPORATE FONT
Bold
styles - Regu-lar, Slanted , and Upright - each with it’s own unique personali-ty to suit the look you are after. Script fonts inspire feelings of elegance, grace and feminin-ity. Handwriting is often
Ready
A B C D E F G H I J K L M N O P Q R S T U V W X YZ a b c d e f g h i j k l m n
used in expressions of affection, so audi-
Regular
o
p
q
r
s
t
4
5
u
v
w
x
y
z
ences perceive these typefaces as personal, crea-tive and genuinely heartfelt.
Numbers
Special Characters
MONTSERRAT LIGHT
0
1
! ¡ « æ
“ “ ∑ œ
3
6
§
~
√
2
$ % & / ( ¶¢ [ ] | € ® † Ω ¨ @ ∆ ºª © ƒ µ
…–
∞
≤
7 )
<
{ ⁄ ∂
>
8
9
0
= ? ` ; } ≠ ¿ ø π •± ‚ å ¥ ≈ ˘
≥
›‹
: ‘ ‘ ç
◊
DESIGNER : JULIETA ULANOVSKY The Montserrat Project began with the idea to rescue what is in Montserrat. The letters that inspired this project have work, dedication, care, color, contrast, light and life, day and night! These are the
MONTSERRAT LIGTH
types that make the city look so beautiful. The old posters and signs in the traditional Montserrat neighborhood of Buenos Aires inspired Julieta Ulanovsky to design this typeface and rescue the beauty of urban typography that emerged in the first half of the twentieth century.
LIGHT
A
B
C
D
E
F
G
N
O
P
Q
R
S
T
a
b
c
d
e
f
g
n
o
p
q
r
s
t
H U h u
I V i v
J W j w
K X k x
L Y l
M Z m
y
z
12 // 42
PRIMARY FONT MONGOLIAN BAITI
MONGOLIAN BAITI
DESIGNER: MICROSOFT
Bold
A N A N
B O B O
Figures
0
1
Special
!
“
¡
“
«
∑
€
®
†
Æ
Œ
@
∆
º
ª
©
∞ …
–
≤
Font style is chosen to convey a particular type of message and type choice can have a big effect on the way an audience understands that message. Mongolian Baiti could provide good suitability and readability for the body of t he text. it has the feel of a understated conventional type with just a small amount of flair. I t d eliver t he m essage of fresh, young and professional.
Characters
√
~
C DE FG H I J K L M PQRSTUVWXYZ C DE FG H I J K L M PQRSTUVWXYZ 2 §
4
%
&
$ ¶
Μ
3
¢
[
5 / ]
Ω
<
)
=
?
}
≠
Π
•
{ ⁄
Ƒ
7
( |
¨
6
∂ >
Ø ‚ ≥
Å ˘
8 `
±
‹
All communications start with a need to convey information from one source to another source. Communication can be verbal, tactile and/or visual. Visual communications can transmit messages using pictures or text. Handwritten text represents a unique reation, as the letters that make up the words are never written exactly the same way twice even when composed by the same author. All electronically written text is created using one or more typefaces, or fonts. Encarta Dictionary defines the word “Font” as “a full set of printing type or of printed or screen characters of the same design and size.”
: ‘
‘ Ç
◊
0
; ¿
≈
¥ ›
9
13 // 42
TYPOGRAPHY AND TEXT HIERARCHY Typographic hierarchy is another form of visual hierarchy, a sub-hierarchy per se in an overall design project. Typographic hierarchy presents lettering so that the most important words are displayed with the most Caption Text
impact so users can scan text for key information. Typographic hierarchy creates contrast between elements. There are a variety of ways you can create a sense of hierarchy. Here are some of the most common techniques for Oral Facial Surgery Specialists layouts.
Caption Text Source Sans Pro Regular 6 pt Type / 9 pt Leading
Copy Text
COPY TEXT Source Sans Pro Regular 8 pt Type / 11 pt Leading
CONTEXT AND INNER HEADLINES Headlines Copytext
HEADLINES
Sublines Sections
SUBLINES
Big Headlines and Title
Mongolian Baiti - Capital Letters 10pt Type / 10pt Leading
Montserrat Bold - Capital Letters 16pt Type / 16pt Leading
HEADINGS
-
Mongolian Baiti - Capital Letters 34pt Type / 30 pt Leading
14 // 42
SECTION 3
CORPORATE COLOR SYSTEM
THE COLOR SYSTEM Color plays an important role in Oral Facial Specialists corporate identity program. The colors
are recommendations
for various media. A palette of primary colors has been developed, which comprise the â&#x20AC;&#x153;One Voiceâ&#x20AC;? color scheme. Consistent use of these colors will contribute to the cohesive and harmonious look of Oral Facial Specialists brand identity across all relevant media. Check with your designer or printer when using the corporate colors that they will be always be consistent.
THE PRIMARY COLOR SYSTEM AND COLOR CODES
15 // 42
PRIMARY COLOR NAVY BLUE
PRIMARY COLOR SYSTEM
COLOR CODES
Explanation: Oral Facial Specialists Company has three o fficial colors: Navy Blue, Blue Sky and Lime Green. These colors have become a recognizable identifier for the brand company.
CMYK
: 96 86 24 11
Pantone : 2738 C LAB
: 25 10 -36
RGB
: 45 55 112
WEB
: #2d3770
COLOR TONES 100 %
80 %
60 %
40 %
20 %
PRIMARY COLOR SKY BLUE Usage: Use them as the dominant color palette for all internal and external visual presentations of the company.
COLOR CODES CMYK
: 72 4 10 0
Pantone : 2198 C
100 %
80 %
60 %
40 %
20 %
LAB
: 67 -29 -32
RGB
: 15 179 218
WEB
: #0fb3da
COLOR TONES
PRIMARY COLOR LIME GREEN
The brain processes pictorial information 60,000 times faster than it processes text. In addition, 90% of the information sent to our brains is visual. Color does have an impact on our lives as humans are visual beings. Paying attention to color psychology help to differentiate the brand from the competition.
COLOR CODES CMYK
: 60 11 100 1
Pantone : 376 C LAB
: 64-32 61
RGB
: 121 170 18
WEB
: #79aa12
COLOR TONES 100 %
80 %
60 %
40 %
20 %
16 // 42
THE SECONDARY COLOR SYSTEM AND COLOR CODES COLOR CODES
SECONDARY COLOR SYSTEM The Secondary colors are complementary to our official colors, but are not recognizable
Tones
identifiers for the company. Secondary colors
: 45 90 0 0
Pantone
:
LAB
: 41 50 -26
RGB
:
Web
: #9f358b
2602 C 159 53 139
COLOR CODES
should be used sparingly, that is, in less than 10 percent of the palette in one piece.
Usage:
CMYK
Tones
Use them to accent and support the primary
CMYK
: 30 0 15 0
Pantone
: 317 C
LAB
: 87 -12 -4
RGB
: 191 226 224
Web
: #bfe2e0
COLOR CODES
color palette.
Tones
CMYK
: 24 3 42 0
Pantone
: 442 C
LAB
: 86 -12 23
RGB
: 208 222 170
Web
: #d0deaa
COLOR CODES
Tones
CMYK
: 0 5 23 12
Pantone
: 2309 C
LAB
: 89 0 15
RGB
: 233 222 192
Web
: #e9dec0
COLOR CODES
Tones
CMYK
: 0 20 15 0
Pantone
: 7422 C
HKS
: 90 11 8
RGB
: 251 218 211
Web
: #fbdad3
17 // 42
COLORS ARE ONE OF THE MOST IMPORTANT THINGS TO TRANSFER A BRAND TO THE CUSTOMERS.
18 // 42
The Company Letterhead The Company Business Cards The Envelope
SECTION 4 CORPORATE STATIONERY
19 // 42
THE COMPANY LETTERHEAD Explanation: This shows the approved layouts with the primary elements of Oral Facial Specialists stationery system for the front- and backside of the letterheads. Usage: The letterhead will be used for all official communication that is going out company.
PARAMETER Dimensions 297 x 210mm DIN A4
10857 Kuykendahl Rd. #150 The Woodlands, TX 77382
+ (281) 419-FACE (3223) info@woodlandsofs.com
Sitatume necates aut atendio rporro et lam remped quaecto idi andigni squibustrum repedip sanduci lignatem rehendae lit es id quatus sincia iliatios aut qui con ex est, occatus non et fugitius et estibus. Ut volore sum inciam earume corere dolestrum quam, sam sinctiu scipis eosam nonsequo molut fugitium venissi mollupta consed ma doluptae voluptatur, core perfersperis res delecat eniment ut officiet aut eos dis eatio voluptam, sae nis solesti onsequi corit que exerit et aut duciatur abo. Iscium reius, qui idenimus alia consendus autem ius sit, ipsandit, cullis a que sit, sinvel eum sintio torent atem eossitas sant.
Dimensions 297 x 210mm DIN A4
Fere delit, il enimint quae vit prem quo blam, untiorro beruptatus sus, aut et haruptatet adi berae nus est etur aces quiae conet ut dolorei ciurios re iur, sita quis vel ius qui venis sa corem doluptiis vendandae niti te intiasped mo denem eos eicim ni consectas dolecatus inum que volorro in restion ecullib usapitatus experch ilibusa ndanimolores venistio blacien damet, voluptae sum et quas cus res asi volorum et fuga. Eperum sante conecto ipsa accusandis ipideles alitae quas enis nonsedit, sim et odis di ut harciissum, sunt, toreptatio ilique ni voluptat a pra que dis unt eossequidel intiassimus dolupta tendae lanis ipsundi gnitatiis pella corem vene eliti auditatquis et eium inimili gendae quid ut que eum aut rem eaquissit evelibus, et abo. Sus sa sunt laborro bea sequi cum facepe sunt. Coris vit ma atur, ommoditatus.
Weight 120g/m Uncoated white
Fernam eostius ni cum fugiam fuga. It volorrum nihiliq uatur, comnimus nobis nestias comnisi officto bea dolorio dolorpos volor sitatem porest perspit, cumquas sitisciam, volores rem aruptinctur, conem lique dolorum restor autessum voles et veritat.
10857 Kuykendahl Rd. #15 The Woodlands, TX 77382 + (281) 419-FACE (3223) info@woodlandsofs.com
20 // 42
THE COMPANY BUSINESS CARDS THE COMPANY BUSINESS CARDS Explanation: This shows the approved layouts with the primary elements of Oral Facial Specialists stationery system for business cards. Usage: The business cards will be used for all official contact and communication of the company. Insert Oral Facial Specialists letterhead and send your documents throughout the world.
PARAMETER Dimensions 85 x 55 mm Weight 120g/m Print CMYK
21 // 42
THE COMPANY ENVELOPE This shows the approved layout with the primary elements of Oral Facial Specialists stationery system for envelopes.
10857 KUYKENDAHL RD #150 The Woodlands TX 77382
T 281.419.3223
F 713.436.0892
ORALFACIALSPECIALISTS.COM
10857 KUYKENDAHL RD #150 The Woodlands TX 77382
T 281.419.3223
F 713.436.0892
ORALFACIALSPECIALISTS.COM
22 // 42
SECTION 5 LOGO PLACEMENT
23 // 42
THE LOGO PLACEMENT Explanation: To place Oral Facial Specialists logo in the correct way please use one of the approved styles that are shown on the right. To place Oral Facial Specialists logo in other ways is not allowed.
24 // 42
ORAL FACIAL SPECIALISTS GRID SYSTEMS In graphic design, a grid is a structure made up of a series of intersecting straight (vertical, horizontal, and angular) or curved guide lines used to structure content. The grid serves as an armature on which a designer can organize
graphic elements (images, glyphs, paragraphs) in a rational, easy to absorb manner. A grid can be used to organize graphic elements in relation to a page, to other graphic elements on the page, or relation to other parts of the same graphic element or shape.
25 // 42
SECTION 6 GRID SYSTEMS
Grid Systems Vertical Grid Systems A4 Vertical Poster Grid System A3 Horizontal Presentation Grid Vertical Grid System for Tablets
26 // 42
27 // 42
SECTION 7 ONLINE SOLUTION
28 // 42
ORAL FACIAL SPECIALISTS SCREEN GRID SYSTEMS
Explanation: This shows an approved layout with a typography grid for a 16:9 screen. This will be used for Company presentations in Powerpoint or Keynote.
29 // 42
MOBILE & TABLET VERTICAL GRID SYSTEM EXAMPLESYSTEM EXAMPLE
30 // 42
E-GRID SYSTEMS SCREEN HORZONTAL GRID SYSTEM EXAMPLES Explanation: This shows an approved layout with a typography grid for a 16:9 Screen to be used for Company presentations in Powerpoint or Keynote as well any interactive presentation design or animation.
31 // 42
32 // 42
Corporate Image Corporate Image Color Corporate Image Black and White Blending Modes and Options
SECTION 8 IMAGERY SOLUTION BLENDING MODES FOR IMAGES
Corporate Images are responsible to transfer the values of the company to customers or potential new patients. It is a composite psychological impression that continually changes with the firmâ&#x20AC;&#x2122;s circumstances, media coverage,
performance, pronouncements, etc. Oral Facial Surgery Specialists use various corporate advertising techniques to enhance their public image in order to improve their desirability as a supplier, employer, customer, borrower, partner, etc.
33 // 42
FACIAL SPECIALISTS EXAMPLES FOR CORPORATE IMAGE SYSTEM Requirements: - desaturate colours - high contrast - sharp images - minimalistic look - modern - multicultural - safe environment - businesslike
34 // 42
ORAL SURGEONS SPECIALISTS CORPORATE IMAGE: BLACK & WHITE EXAMPLES FOR CORPORATE IMAGE SYSTEM Requirements: - black and white colours - high contrast - sharp images - minimalistic look - modern
35 // 42
IMAGES
BLENDING MODES Explanation Image effects and blending modes raise the concision and the recognizability of a brand. Also they are able to divide content and other graphical elements that are used in layouts. In the same way the support statement of the used images and raise application possibilities.
How to: 1) use it in black and white images colours 2) use a placeholder with a yellow back 3) adjust the layer style to “multiplicate”
WE’RE HAPPY NOW NO WISDOM TEETH
36 // 42
An icon is a pictogram displayed on a screen or print layout in order to help the user navigate through the content in a easier way. The icon itself is a small picture or symbol serving as a quick, â&#x20AC;&#x153;intuitiveâ&#x20AC;? representation of a software tool, function or a data file.
37 // 42
SECTION 9 CORPORATE ICONOGRAPHY
38 // 42
39 // 42
40 // 42
41 // 42
42 // 42
ecosystem brand design solution by Mahiette Tarrago
SCAN TO DOWNLOAD THE COMPLETE CORPORATE DESIGN