Brand Introduction
Brand Guidelines 2021
www.smileunion.de brand guidelines
www.smileunion.de
Brand Introduction
Smileunion treats malocclusions with invisible aligners within 3-7 months. Therefore we work with the innovative aligner material Zendura FLX which consists of three layers, allowing a more precise and faster movement that is still gentle on the teeth.
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About Us We design 3D-treatment plans which are planned by orthodontists or dentists specialized in aligner
treatments and created in exchange with the dental laboratory.
brand guidelines
Brand Introduction
Vision & Mission 2
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We believe that dental health and wellbeing should not cost a fortune, but it is time to democratize the orthodontic market. That is why we have made it our mission to make the treatment accessible to as many people as possible.
For this reason we work with a direct to customer model to keep treatment costs permanently low.
brand guidelines
Brand Introduction
How We Work 3
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We at smileunion understand the value of time. In order to avoid unnecessary waiting times in doctor's offices, our treatment takes place exclusively digitally.
Nevertheless, our medical team is always there for our patients before and during treatment. We offer Skype or phone appointments seven days a week and accompany the treatment with regular checks of the dental status via Whatsapp or email. brand guidelines
Brand Introduction
Primary Logo 4
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This is the Primary Logo. The logo must be resized proportionately, never stretched. The Logo can be used in black on light backgrounds, or white on dark backgrounds, or in contrasting brand colours.
brand guidelines
Brand Introduction
Logo Clear Space 5
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Clear space is the area surrounding our logo that must be kept free of any text or graphic elements. By leaving space around the logo, we make sure it stands out on all our communications. The minimum clear space is 50% of the height of the entire logo. It is sometimes necessary to increase and decrease the logo depending on the print area. Always keep in proportion. Always ensure the text is legible.
brand guidelines
Brand Introduction
Logo Position 6
65pt
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38pt
The logo is the embodiment of our brand and must, at all times, be perfectly legible and without distraction. Even at its minimum, the logo must be surrounded by the appropriate amount of white space on all sides. Only use these smallest sizes when absolutely necessary
14pt
brand guidelines
Brand Introduction
Logo Usage do not Apply outlines
do not Apply dropshadows
do not Apply gradients
Incorrect Uses
do not Skew, stretch
do not Change Orientation
do not Adapt the logo
We’ve taken special care in creating the specific personality of our logo and in selecting every rule laid out herein. The following are a few examples of practices that would violate our logo and identity system. Please use your best judgment so as not to violate any of the specific rules set forth here. If in doubt, check!
do not Mix colours
do not Fill with patterns
do not Contain in a shape
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brand guidelines
Brand Introduction
Helvetica is designed as a strong central series, with condensed and extended forms and extreme weights adapted and added later, a system which suited Linotype mechanical limitations and marketing philosophy, but which resulted in a family of weights that were not as well coordinated as they might have been.
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Secondary Typeface : Poppins Weight : Light / Regular / Bold
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Secondary Typeface brand guidelines
123 AaBb
Brand Introduction
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Aa Poppins
Each letterform is nearly monolinear, with optical corrections applied to stroke joints where necessary to maintain an even typographic color. The Devanagari base character height and the Latin ascender height are equal; Latin capital letters are shorter than the Devanagari characters, and the Latin x-height is set rather high.
brand guidelines
48pt Bold / 36pt Regular / 24pt Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!"#$%&*+, -./:;?@ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!"#$%&*+,-./:;?@ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!"#$%&*+,-./:;?@
Brand Introduction
Helvetica Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!"#$%&*+, -./:;?@
brand guidelines
We design 3D-treatment plans which
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!"#$%&*+,-./:;?@
are planned by orthodontists or
Helvetica Regular
dentists specialized in aligner
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treatments and created in exchange
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with the dental laboratory.
Secondary Typeface
Brand Introduction
Typography Styles. 11
Font size : 39pt
Headline Regular Font size : 39pt
Headline Medium
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Font size : 21pt
Caption One of the most important techniques for effectively communicating content is the use of typographic hierarchy. Typographic hierarchy is a system for organizing type that establishes an order of importance within the data, allowing the reader to easily find the content. It helps guide the reader’s eye to where a section begins and ends, whilst enabling the user to isolate certain information based on the consistent use of style throughout a body of text. It is important to maintain these type pairings. This allows for clarity, consistency and a strong hierarchy for all communications.
Font size : 12pt
Subheadline
Font size : 9pt Body text
brand guidelines
Brand Introduction
Brand Colors 12
Style Guide
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Our brand is underpinned with a colour palette designed to be fresh, modern and distinctive. Different combinations of these colours can dramatically change the tone and appearance of our brand so it is important to consider how they work together. Keeping colour consistent is a vital element to our branding. Colour is the way we differentiate and identify our brand in a crowded marketplace. To help achieve greater brand recognition it is important that our colour palette is applied accurately and consistently.
Grey
Light Blue
Coral
Sky Blue
Charcoal
HEX #070AE9
HEX #070AE9
HEX #070AE9
HEX #070AE9
HEX #070AE9
RGB 215/192/174
RGB 215/192/174
RGB 215/192/174
RGB 215/192/174
RGB 215/192/174
CMYK 19/21/35/2
CMYK 19/21/35/2
CMYK 19/21/35/2
CMYK 19/21/35/2
CMYK 19/21/35/2
brand guidelines
Brand Introduction
Hero Colour 13
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Bronze Green is our hero colour. Keeping colour consistent is a vital element to our branding. Colour is the way we differentiate and identify our brand in a crowded marketplace. To help achieve greater brand recognition it is important that our colour palette is applied accurately and consistently. The correct colour values are specified below, Make sure to use them.
brand guidelines
PANTONE ® 18-0317 TPG Bronze Green
CMYK
C63 M47 Y65 K28
RGB
R89 G97 B82
Brand Introduction
Image Direction 14
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Moodboard All imagery should always consist of brand color based tones, with a warm and natural feel to them. Photographs must embody the brand through connection with the brand keywords.
brand guidelines
Brand Introduction
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All imagery should always consist of brand color based tones, with a warm and natural feel to them. Photographs must embody the brand through connection with the brand keywords.
brand guidelines
Brand Introduction
Letterhead - A4 paper size This is an example of how our branding would be best applied to maintain consistency of look and feel on stationery.
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smileunion GmbH
info@smileunion.de
Kröckelbergstraße 5 65193 Wiesbaden Deutschland
www.smileunion.de
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Stationery
Amtsgericht Wiesbaden, HRB 31585 Steuernummer: 043 243 50131 USt ID: DE328594015
brand guidelines
IBAN: DE89 1101 0100 2008 6423 48