CHOICE strives to provide safe, ideal healthcare products that patients can safely recommend to family and friends.
CONTENTS
1.0 STYLE
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1.1 Keywords 1.2 Personas
2.0 WORDMARKS
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2.1 Logo lockups 2.2 Clear space 2.3 Correct Usage 2.4 Dont’s
3.0 TYPOGRAPHY
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3.1 Primary 3.2 Secondary
4.0 COLOR
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4.1 Primary 4.2 Extended 4.3 Pattern
5.0 PACKAGING
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5.1 Box & Bottle
6.0 MEDIA 6.1 User Interface 6.2 Advertising
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1.0 STYLE
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1.1 KEYWORDS
SAFE
Our main goal is to create safe products that consumers of all ages can use, ranging from newborns to the elderly.
IDEAL
As a company, we want to relate to as closely as possible to all of our consumers, allowing all products to be ideal for everyone.
STERILE
While being safe, all of our products are anti bacterial and completely sterile. We take pride in our safe, clean products.
PURE
We never mix any unknown chemicals to our products! All of our ingredients are listed clearly in all packaging - no surprises.
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1.2 PERSONAS
Sharon is a retired pre-school teacher who enjoys her time grocery shopping and taking care of her grandchildren. She lives in a house opposite of her children, so that she is never too far away from her family.
Monica is a 25 year old single woman living in California, acquiring her Masters degree in Psychology. She considers herself to have great organizational skills when it comes to her home and areas.
John is a 37 year old lawyer who works in dealing with business firms. He is a recently divorced father with three young children from his previous marriage. John barely has any free time left on his hands.
2.0 WORDMARKS
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2.1 LOGO LOCKUPS This guide shows a variety of different formats in which we showcase our logo. Our primary colors are preferred with these lockups. Extended colors can be used in few exceptions.
2.2 CLEAR SPACE This is to ensure that our logo gets lots of free space and isn’t cluttered with other information! This is to be used accordingly, there are no exceptions for clear space.
For basic referencing, the logotype and logo’s clear space can be clearly identified with repetition going around the main logotype.
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0.25”
0.2”
0.1”
0.1”
0.1” 0.1”
0.1”
A more in depth look at our logo type will show that everything is spaced accordingly, use these measurements and guides for correct usage.
2.3 CORRECT USAGE While keeping in mind clear space, these are a few examples of correct usage when applying our logo. White on our logo is only to be used on top of our dark primary and extended palettes.
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2.4 DONT’S Always leave the logo some space to breathe. Use our white or neutral backgrounds. Do not sit the Choice Gray logotype on-top of our Choice Blue as the colors clash. Embellishments like drop-shadows and embossing are to be avoided at all times.
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3.0 TYPOGRAPHY
3.1 PRIMARY Hanken is a sans-serif typeface that is naturally geometric, yet very rounded. All curves are soft, this demonstrates a friendly and inviting look for our products. This typeface is used on the logotype and headers.
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789 HANKEN BOOK
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3.2 SECONDARY Museo Sans 300 is also a sans-serif typeface, but should only be used for body copy and larger amounts of text. Other Museo font families should not be used as a replacement of the 300 series.
Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789 MUSEO SANS 300
4.0 COLOR
4.1 PRIMARY Our primary color palette is to be mainly used with the majority of our branding and products. This goes for advertising, print products, digital proofs and most importantly - our logo.
CMYK 7; 4; 0; 58 GRAY 10 C
GRAY 7 C
RGB 99; 102; 106
CMYK 3; 1; 0; 39 RGB 151; 153; 155 CMYK 19; 2; 0; 11
628 C
OPAQUE WHITE
RGB 183; 221; 226
CMYK 7; 4; 0; 58 RGB 99; 102; 106
Our primary brand color, this dark gray represents the solidity and clarity of our brand.
Our lighter gray committing to and representing the safety and care within our work.
This color breaks out from our monochromatic palette, making it the ideal choice.
A standard white is used to represent the sterile environment within our work and all products.
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4.2 EXTENDED Our extended palette is only to be used for our extended products, not as a secondary color palette or accent palette. These colors are specifically for certain products and lines that we have.
CMYK 20; 88; 35; 1 7635 C
687 C
RGB 198; 67; 113
CMYK 21; 61; 6; 0 RGB 198; 124; 171 CMYK 3; 53; 93; 0
1375 C
RGB 249; 141; 48
CMYK 59; 0; 19; 0 2985 C
765 C and 687 C are both colors that are only used with out kids products and lines for children. These product bottles are usually associated with a roll-on top. They should not integrate with our sterilizing products, or for our aftercare lines.
RGB 89; 198; 209
1375 C and 2985 C are colors that are only to be used for our sterilizing spray products. These colors are not integrated within our logotype or logo mark.
4.3 PATTERN Our pattern can either be an off-set repeat of our logotype, or of our logo. Our primary colors are recommended, but can be switched out for our secondary colors if needed. All patterns must be light and airy, and should only be used in small amounts.
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5.0 PACKAGING
5.1 BOX AND BOTTLE On all of our boxes, bottles and products, our logo must appear on top of the corresponding block color. Our logotype and tagline always sit on the top left, and is 75% smaller than our logo.
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6.2 USER INTERFACE Throughout all online media channels, our brand must represent our keywords. Layouts must stay clean and uncluttered, advertising is kept to a minimal and product shots are only necessary when introducing a new line. Most images should be photos taken of our target audiences.
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6.3 ADVERTISING All digital and print advertising must follow these same systems. Never show the product in place unless it is in use for a clinical promotion or advertisement. The ideal method is family friendly picture placement and text, with little to no body copy.
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