BRAND IDENTITY GRAPHIC STANDARDS MANUAL
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1 BRAND IDENTITY GRAPHIC STANDARDS MANUAL
2 TABLE OF CONTENTS Logo Standards Core Logo 04 Marketing Logo 05 Corporate Typeface 06 Corporate Colours 07 Positive & Negative Use 09 Safety & Minimum Size 11 Logo Guidelines Logo Repetition 14 Improper Logo Usage Use of Wordmark 18 Regional Application 19 02
3 LOGO STANDARDS
4 LOGO STANDARDS Core Logo Pharmasave has two corporate logos which are to be used in the following ways. If you want to use the logos in a way that is not shown on the list, or if you have any questions, please contact your Regional or National Marketing Department. This logo can be used on the following items: Pharmasave Brand Product Packaging Promotional Merchandise Stationery 04
5 LOGO STANDARDS Marketing Logo This logo incorporates our Live Well With tagline. The tagline font is Futura Heavy and is displayed in all caps. It appears as 100% black. This logo is to be used in all marketing collateral and advertising material. The marketing logo speaks to our vision as a wellness destination and will be used in the following vehicles: Brochures Print Ads Direct Mail Forms Info Sheets POP - posters, easel cards, shelf talkers etc Postcards Coupons Calendars Ballot Forms Newsletters Flyer Bags - biodegradable and reusable 05
6 LOGO STANDARDS Corporate Typeface The corporate typeface is Futura. The weight used in the Pharmasave logo is Futura Heavy. Futura Heavy is recommended for headlines and subheads. Futura Book is recommended for bodycopy. Futura is a sans serif typeface that renders crisp and clean. It displays well in both readability and legibility especially when used in smaller applications. Futura is to be used in all corporate communication pieces. It can be purchased at any number of font bureaus. It is acceptable to use the sans serif type face Arial for in-house communication when Futura is not available. FUTURA HEAVY - HEADLINES & SUBHEADS ABCDEFGHIJKLMNOPQRSTUVWXYZ?!$%&#@+<>{}( ) abcdefghijklmnopqrstuvwxyz FUTURA BOOK - BODYCOPY ABCDEFGHIJKLMNOPQRSTUVWXYZ?!$%&#@+<>{}( ) abcdefghijklmnopqrstuvwxyz 06
7 LOGO STANDARDS Corporate Colours - Core Logo The official colours are PMS 193 and Black. When using four-colour printing, the process equivalents of PMS 193 may be reproduced using the breakdown formulas shown here. The printing surface may affect the way the colour is displayed. Uncoated stock allows the ink pigment to be absorbed into it which flattens out the colour whereas when a coated stock is used, the ink pigment is retained on the surface and often increases the intensity of the colour. Colour may appear different when viewing on a computer screen. An RGB backlit monitor will often look different than printed material that is viewed with reflective light. pantone pms 193 red CMYK 0C, 100Y, 66M, 13K RGB R:164, G:27, B:61 W E B A41B3D BLACK & WHITE 100% BLACK 07
8 LOGO STANDARDS Corporate Colours - Marketing Logo The official colours are PMS 193 and Black. These two colours should be used together when budget allows. When using four-colour printing, the process equivalents of PMS 193 may be reproduced using the breakdown formula shown here. The printing surface may affect the way the colour is displayed. Uncoated stock allows the ink pigment to be absorbed into it which flattens out the colour whereas when a coated stock is used, the ink pigment is retained on the surface and often increases the intensity of the colour. Colour may appear different when viewing on a computer screen. An RGB backlit monitor will often look different than printed material that is viewed with reflective light. pantone pms 193 red CMYK 0C, 100Y, 66M, 13K RGB R:164, G:27, B:61 W E B D21242 BLACK & WHITE 100% BLACK Please Note: Positive tagline is always 100% Black. 08
9 LOGO STANDARDS Positive & Negative Use - Core Logo Colour Positive On a white or coloured background use the positive logo B/W Positive On a white or light coloured background use the positive logo B/W Reverse On a dark coloured background or for a photographic image with a dark background, use the b/w reverse logo 09
10 LOGO STANDARDS Positive & Negative Use - Marketing Logo Colour Positive On a white or light coloured background use the positive logo B/W Positive On a white or light coloured background use the positive logo Colour Reverse On a dark coloured background or for a photographic image with a dark background, use the colour reverse logo B/W Reverse On a dark coloured background or for a photographic image with a dark background, use the b/w reverse logo 10
11 LOGO STANDARDS Safety & Minimum Usage - Core Logo X X X X 1.125" wide Safety Area Whenever possible, keep a safe area around the Pharmasave logo so that it is featured prominently. The ideal safety area is determined by the height of the Pharmasave box (x). There should be an equal amount of x-width and x-height of space around the logo. See above sample. Minimum Size The minimum size for the Pharmasave logo to be used is 1.125" (2.86cm) wide. The minimum size ensures maximum print and visual legibility. 11
12 LOGO STANDARDS Safety & Minimum Usage - Marketing Logo X X X X 1.125" wide Safety Area Whenever possible, keep a safe area around the Pharmasave logo so that it is featured prominently. The ideal safety area is determined by the height of the Pharmasave box (x). There should be an equal amount of x-width and x-height of space around the logo. See above sample. Minimum Size The minimum size for the Pharmasave logo to be used is 1.125" (2.86cm) wide. The minimum size renders the tagline at 4.5pt type ensuring maximum print and visual legibility. 12
13 LOGO GUIDELINES
14 LOGO GUIDELINES Logo Repetition Use Pharmasave logo once per application, and limited amounts of wordmarks per application. See samples shown below. Multiple Pharmasave logos and marks appearing in the same application adds clutter, reduces comprehension and impact, as well as perceptions of professionalism. Before After 14
15 LOGO GUIDELINES Improper Logo Usage Do not use the Pharmsave Logo with the Serif Italic Tagline. See fig. A. The Pharmasave Logo is only to be used in a horizontal format. Do not change orientation by rotating or angling the logo as indicated in fig. B shown below. fig. A fig. B 15
16 LOGO GUIDELINES Improper Logo Usage Do not use the Pharmasave Health Centre logo as shown in fig. C. The sample on the right shows how Health Centre will be used. fig. C Before After 16
17 LOGO GUIDELINES Improper Logo Usage Do not use the PS Logo as shown in fig. D. The extra logo element adds clutter and brand confusion to the communication piece and reduces the main impact of the corporate logo. The samples on the right shows two important points. The brochure labeled After shows how much stronger the communication and brand is without the presence of another logo and with the proper use of a safety area around the corporate signature. The message is clearer, stronger and well identified by the single corporate logo. fig. D Before After 17
18 LOGO GUIDELINES Use Of Wordmark When the wordmark is used in text, the brand should appear as follows: Pharmasave It is not to be used in all caps and not in conjunction with the logo. The wordmark, not the logo, should appear in headlines, bodycopy, etc. Before After 18
19 LOGO GUIDELINES Regional Application Regional logos such as fig. E and fig. F are no longer to be used. Instead where there is a need to identify a region, the regional name is not to appear in direct connection with the logo. The examples to the right highlight a possible treatment for the business card, however a standardized set of stationery has not yet been developed. STEVE THOMPSON Merchandising / Marketing Manager fig. E PACIFIC REGION A Street, Cloverdale, British Columbia V3S 4C5 Phone: Direct Line: Fax: sthompson@pharmasavebc.ca Web: CAROL ANTCLIFFE Region Director, Marketing & Merchandising fig. F ONTARIO REGION 200 Town Centre Blvd. Suite 303. Markham, Ontario L3R 8G5 Phone: ext. 224 Toll Free: Fax: Cell: cantcliffe@on.pharmasave.ca Web: 19
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