Brand Guidelines Wellness Forever Brand Identity Standards
May 2021 | Version 1.0
01
Overview Welcome This document contains the rules for our visual communication system. Follow these rules strictly to maintain brand consistency. The guideline includes all the elements you may need - logos, typefaces, colours and more. We invite you to absorb this information and reference it often to become an informed keeper of the brand.
OVERVIEW
02
Content 01
03
CONTENT
02
Introduction
Page No.
Visual Identity
Page No.
Our Story
5-6
Mark Origins
11 - 12
About Us
7
Architecture
13 - 14
Core Values
8
Spacing
15
Our Voice
9 - 10
Responsive
16
Colour
17
Mone Tone
18
Application
19 - 20
Content 03
Typography
Page No.
Font Hierarchy
04
05
Photography
Page No.
21
Correct
27
22
Incorrect
28
Colour
Page No.
Palette Usage
06
Deliverables
Page No.
23 - 24
Stationary
29 - 30
25 - 26
Product Stand
31
Uniform
32 CONTENT
04
Our Story Pharmacy + Lifestyle Our story began with the vision of ‘wellness forever’. Founded in 2008 by Ashraf Biran, Gulshan Bakhtiani, and Mohan Chavan, a pharmacy retail chain with the primary objective of catering to the needs of customers beyond medicines. Our approach is proactive Lifestyle Management for consumer’s wellness rather than reactive care.
Founded in 2008
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INTRODUCTION
12 years of Legacy
900 + Qualified Pharmacist
200 + Retail Stores
A relationship of a lifetime. Over the last 12 years, we have touched the lives of lakhs of Indian families by serving them with only the best quality and genuine healthcare products. With over 200+ stores, a comprehensive website, and an easy-to-use app, it is only true to say that Wellness Forever is the one-stop destination for your wellness needs be it online or offline.
LIFESTYLE
HEALTH
LOVE
TRUST
WELLNESS
INTRODUCTION
06
About Us Your Trusted Neighbourhood Pharmacy. We are a one stop solution for all health and wellness needs, offering medicines and other non-durable products. Our medical chain includes several lifestyle pharmacies and wellness stores under three formats- retail pharmacies, hospital pharmacies, and managed franchises operating on a day and night basis, thereby providing people with round the clock availability of genuine medicines in an efficient manner.
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INTRODUCTION
Vision
Mission
To create a chain of pharmacies that deliver unmatched performance.
Building an organization based on trust , compassion and meritocracy.
Availability of products pan India, lowering healthcare cost and value added services.
Passionately empowering people and transforming lives.
Core Values We Care and Cure Building an organization based on trust, compassion and meritocracy. Passionately empowering people and transforming lives. Availability of products across India and lowering healthcare cost and providing value added services. Happiness and Wellness for all.
24 Hours Service
Availability of Stock
Verified Sources
Lifestyle Store
INTRODUCTION
08
Our Voice Empowering and Empathetic Earlier we used to visit a pharmacy due to sickness but today the trend has shifted to Aspirational Lifestyle With people and their wellbeing being at the center of everything, it make sense to build the brand around people. Thus the brand language needs to be positively engaging and empowering.
Happy Hopeful Aspirational Emotional
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INTRODUCTION
Friendly Restorative
Accessible
Approachable Reliable
Empowering
Supportive
Empowering
Trustworthy
Including a value like 'helpful' or 'supportive' in the tone of voice can help lift those bits that rarely get much attention but are actually vital brand touchpoints.
Describe brand’s mission which is reinforced by the affirmative language in order to resonate with customer’s confidence and self esteem.
Build up a credible tone of voice through using few reliable and assured types of phrases and words repeatedly to form brand’s faith and trust.
Example
Example
Example
Your Health is Our Priority
Together, we get Healthier
A Commitment to Community
INTRODUCTION
10
Mark Origins
Medicines
Wellbeing
Clock
Trust
The 24 hours store access is one of our unique selling points. Due to round-the-clock service availability, the brand resonates with trust and is approachable, keeping our main focus on the wellness and happiness of people.
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VISUAL IDENTITY
Logo Mark
VISUAL IDENTITY
12
Architecture Primary Logo The logo is a graphic comprised of the wordmark (logotype) and figurative mark (symbol). The lettering is created using the google font Fahkwang typeface, byline ‘chemist & lifestyle store’ and the logo mark. Note Use the complete logo. The only time you should use the symbol alone is on the wellness forever website or social media channels where there are other elements to help the viewer recognize the brand.
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VISUAL IDENTITY
5X
4X
7X
1.5 X
X 2X
X 80mm
19 X
0.5 X
2X
0.25 X
VISUAL IDENTITY
14
Spacing Legibility An exclusion zone around the logo has been created to protect its integrity and make sure the logo is easy to read. The proportion of the ‘heart element’ of the logomark is taken as a guide to define the exclusion zone.
Exclusive Zone
15
VISUAL IDENTITY
Responsive Minimum Size Our full brand logo should be used until it reaches the minimum sizes. If the logo you’re using drops below 20mm in print form, or 120 px on the web you should replace it with the standalone icon - logomark. Primary
Minimum size in Print
Minimum size on Web
Secondary
20 mm
120 px
VISUAL IDENTITY
16
Colour
Grayscale
17
VISUAL IDENTITY
Primary
Against Background
Mono Tone Sometimes due to production cost, if only one colour of ink is available, the logo must be reproduced using one colour. In this scenario use the convention method of using a light colour type on a dark background or a dark colour type on a light background. The logotype and logomark must be clearly distinguishable from the background Note : Your must honor the wellness forever logo palette when possible, use black and white if necessary
VISUAL IDENTITY
18
Application Correct Logo Use
19
VISUAL IDENTITY
Application Incorrect Logo Use
VISUAL IDENTITY
20
Font Primary Typeface
Fahkwang Light 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Fahkwang Medium 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Gogle Font Fahkwang Use variations Semi Bold and Bold to highlight specific content and Light to Medium for body text.
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TYPOGRAPHY
Fahkwang Bold 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Hierarchy Typography Print Use
Web Use
Customer Service
Wellness Forever
Lorem ipsum is a placeholder text commonly used to demonstrate the visual form of a document or a typeface without relying on meaningful content.
Lorem ipsum is a placeholder text commonly used to demonstrate the visual form of a document or a typeface without relying on meaningful content.
H1 60pt | 32pt
H1 36pt | 18pt
Communication made easy
Happier Customers
Lorem ipsum is a placeholder text commonly used to demonstrate the visual form of a document or a typeface without relying on meaningful content.
Lorem ipsum is a placeholder text commonly used to demonstrate the visual form of a document or a typeface without relying on meaningful content.
H2 40pt | 20pt
H2 28pt | 12pt TYPOGRAPHY
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Palette The core palette will cover the majority of your needs. It’s intentionally small in variety so as to not dilute the brand visuals which adds confusion. We have established two primary colors- teal green and yellow, used in identity. The secondary color palette is used primarily for the website to identify different roles. Secondary colors are used sparingly, if at all, in marketing materials.
Primary
23
COLOUR
Secondary
P139-6 C2
P10-5 C
P179-16 C
P179-3 C
CMYK - 75 0 60 50 RGB - 0 110 85
CMYK - 0 15 75 0 RGB - 255 215 90
CMYK - 100 100 100 100 RGB - 0 0 0 0
CMYK - 0 0 0 30 RGB - 188 190 192
Primary
Grayscale
P179-1 C
P136-1 C
P133-5 C
P48-1 C
CMYK - 3 1 0 1 RGB - 240 244 248
CMYK - 25 0 15 0 RGB - 190 230 220
CMYK - 50 0 50 0 RGB - 130 200 155
CMYK - 0 10 5 0 RGB - 250 230 230
Secondary COLOUR
24
Usage Do’s Primary palette gradient
Your Health is Our Priority
25
COLOUR
Secondary palette solid fill and gradient
Your Health is Our Priority
Your Health is Our Priority
Usage Dont’s Primary palette combination
Your Health is Our Priority
Opacity changes and low contrast text colour combinations
Your Health is Our Priority
Your Health is Our Priority
COLOUR
26
Photography Healthcare and Wellbeing
27
PHOTOGRAPHY
Rules for Incorrect Photos Closeup tight frame medicine pills and tablets. Caring hand gestures emphasizing cloth texture. No brand colours integration in photo. Yoga or meditation. Perishable food items. Contrasting or dull images which cannot highlight the logo.
PHOTOGRAPHY
28
Stationary Office Visiting Card Letterhead Envelope Diary
Window Space Dear Client A letterhead is the heading at the top of a sheet of letter paper (stationery). That heading usually consists of a name and an address, and a logo or corporate design, and sometimes a background pattern. The term "letterhead" is often used to refer to the whole sheet imprinted with such a heading. Many companies and individuals prefer to create a letterhead template in a word processor or other software application. This generally includes the same information as pre-printed
Hiranandani Estate, GB Road, Thane 400615
stationery but without the additional costs involved. Letterhead can then be printed on stationery (or plain paper) as needed on a local output device or sent electronically. That heading usually consists of a name and an address, and a logo or corporate design, and sometimes a background pattern. The term "letterhead" is often used to refer to the whole sheet imprinted with such a heading.
Thankyou ! Sincerely Nilam Somani
Nilam Somani
PhardD Wellness Forever
Pharmacist
+91-00-000-0000 helpdesk@wellnessforever.in
Hiranandani Estate, Ghodbunder Rd, Thane west 400615
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DELIVERABLES
Hiranandani Estate, GB Road, Thane 400615
helpdesk@wellnessforever.in
+91-00-000-0000
Hiranandani Estate, Thane 400615
DELIVERABLES
30
Product Stand In store Display stand in store should follow brand’s primary colour scheme. It adds recall value in brand experinces.
31
DELIVERABLES
Uniform In store Try to follow brand’s primary colour scheme in uniforms, signage and packaging.
DELIVERABLES
32
01 - INTRODUCTION
01 - INTRODUCTION
ThankYou ! Wellness Forever Brand Identity Standards
May 2021 | Version 1.0