Personalized Biomarkers Identity and brand standard manual Cindy Wu, Tiffany Peng and Ying Tang
Contents
Brand Name Logo Typeface Letterhead
3 4–9 10–11 12
Brand Name
Personalized Biomarkers PB
The Name • When referring to the Company in spoken form or written form, “Personalized Biomarkers” is the standard name. However, using the acronym “PB” is also acceptable. • When writting or speaking formally about the Company, use only the full name “Personalized Biomarkers”. • In legal documents, the full name, “Personlized Biomarkers” should be used.
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Logo The Personalized Biomarkers logo has two elements: the wordmark (text) and the accompanying graphic (finger print). The Company logo indicates the personalized care PB provides to their patients. The PB logo is made of organic and smooth lines in order to create an approachable and warm image.
Personalized Biomarkers
Two Configurations There are two configurations of the logo: a vertical version where all the elements are stacked, and a horizontal version where the graphic and the wordmark are side-byside. Both versions are equally acceptable to use—please use the most appropriate for your layout.
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Logo
Personalized Biomarkers
Personalized Biomarkers
x-height
The Buffer Space The clear space around the logo that is equal to the “x-height” of the words “Personalized Biomarkers”. Please keep this space between the logo and all other type, graphics, photos or the page edge.
x-height
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Logo
Personalized Biomarkers
Logo Minimum Sizes For print application, the logo should appear no smaller than 1.7” across the wordmark section of the logo, from the left side of the “P” to the right of the “d”. For web application, the minimum size is 175 pixels.
Personalized Biomarkers
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Logo Logo Colours The PB logo that is primarily used is the 2-colour versionﾂｭﾂｭ窶馬avy blue and yellow. When certain design or printing conditions prohibits this, it may be black and white. In special conditions, the 2 primary colours of the logo may be reversed, but the highlighted part of the logo should have contrasts with the remaining logo.
Personalized Biomarkers
Personalized Biomarkers
Colours are demonstrated on the horizontal version but apply to both stacked and horizontal logos.
White background: logo is in all back
Personalized Biomarkers
Black background: logo is in all white
Personalized Biomarkers
Yellow background: logo is in white with blue highlight
Personalized Biomarkers
Blue background: logo is in white with yellow highlight
ersonalized Biomarkers Logo highlight
Original colour: logo in blue with yellow highlight
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Logo Incorrect Uses of The logo The following examples depict incorrect usage of the logo:
Personalized Biomarkers
Personalized Biomarkers
PB
Personalized PB Biomarkers Personalized Biomarkers
• Please use approved, unaltered versions only—do not distort the logo in any way. • Do not change the colour of any part of the logo based on preference, please follow the logo colour guidline. • Do not change the wordmark to PB, use the full name—Personalized Biomakers only. • Do not attempt to change the wordmark’s typeface. • Do not place the logo into a containing shape/frame. PB BRAND GUIDELINE | Logo | 8
Logo If you are placing the logo on a background, make sure the colours don’t compete with each other. Moreover, place it in a readable area. The background should be light enough to provide sufficient contrast and a clear space to be read properly.
NOT OK Logo on a complicated background is too difficult to see.
OK
Personalized Biomarkers
NOT OK Not enough contrast between logo and background.
Personalized Biomarkers
OK
Personalized Biomarkers
Personalized Biomarkers
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Typeface Primary Typeface The company uses typefaces that are accessible in different computer systems. Thus, there are two versions of Lucida.Their usage depends on the operating system. Use them for titles, subtitles, captions, and wordmarks. Mac
Lucida Grande
Windows
Lucida Sans
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 () ,./?!
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 () ,./?!
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 () ,./?!
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 () ,./?!
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Typeface Secondary Typeface Cambria is a neutral and functional typeface that is assessible on both systems. Use this typeface only for body text.
Cambria
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 () ,./?!
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 () ,./?!
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 () ,./?! ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 () ,./?!
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Letterhead When using the letterhead template, do not alter the composition or change the colour palette. Align the text based on the grid, and use letter size paper.
• Do not use the stacked version of the logo • The text should always be in 10.5pt Lucida Grande/Lucida Sans with 13pt leading. • For emphasized text, use the bold weight.
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