BRANDING GUIDELINES DESIGNED & DEVELOPED BY FRUITION CONTACT ICON EYECARE BRANDING GUIDELINES. Online. Address. Phone

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1 ICON EYECARE BRANDING GUIDELINES BRANDING GUIDELINES DESIGNED & DEVELOPED BY FRUITION CONTACT Address FRUITION 201 Filmore St. Suite 200 Denver, CO United States Phone Phone: (303) Online 1: 2: Website:

2 Page 2 BRANDING GUIDELINES TABLE OF CONTENTS INTRODUCTION PAGE 3 SECTION 1 ICON EYECARE LOGO PAGE 4 SECTION 2 ICON AFFILIATED PRACTICE LOGOS PAGE 12 SECTION 3 ICON CORPORATE TYPOGRAPHY PAGE 17 SECTION 4 ICON CORPORATE COLOR SYSTEM PAGE 20 SUMMARY AND CONTACT PAGE 23

3 Page 3 ICON EYECARE BRANDING GUIDELINES INTRODUCTION These guidelines describe the visual and verbal elements that represent ICON Eyecare s corporate identity. This includes our name, logo and other elements such as color, typography and graphics. Sending a consistent and controlled message of who we are is essential to presenting a strong, unified image of our company. These guidelines reflect ICON Eyecare s commitment to quality and consistency. The ICON Eyecare brand, including the logo, name, colors and identifying elements, are valuable company assets. Each of us is responsible for protecting the company s interests by preventing unauthorized or incorrect use of the ICON Eyecare name and marks. ICON EYECARE LOGO COMMUNICATION OVERVIEW A unique combination of literal and symbolic visual cues; Literal translation: It s an eye! Importantly: The O in ICON celebrates the significance of Ophthalmology in everything we do; The blue dot also symbolizes our laser-technology advantage; The design concept is built around a patient-centric model where the patient is of central focus; Demonstrates Center of Excellence concept delivering a range of ophthalmology care options under a singular patient care model.

4 SECTION 1 ICON EYECARE LOGO ICON Eyecare Logo Overview Main Logo Vertical Lockup (Default) Main Logo Symbol Logo Main Logo Horizontal Lockup (Alternate) Main Logo With Tagline Logo construction, clearspace, computation and formats Logo applications and minimum sizes Prohibited logo usage 01 ICON EYECARE LOGO OVERVIEW The ICON Eyecare corporate logo is the key building block of ICON Eyecare s identity, the primary visual element that identifies us. The ICON Eyecare corporate logo is a combination of the ICON wordmark and Eyecare title. They have a fixed relationship that should never be changed in any way. THE FULL LOGO The ICON Eyecare corporate logo is comprised of two distinct elements: the ICON wordmark and the Eyecare title. The wordmark is a powerful image evoking the culture of design services - the connection between the strength of communication and the different points that influence. The title has been carefully chosen for its modern yet refined, highly legible style, which has been further enhanced by the use of upper case letters. The typeface is Proxima Nova Regular and has also been chosen to compliment and balance perfectly with the logo. The ICON Eyecare corporate logo is presented through the use of color as well as shape and form. The three corporate colors are PMS 287 C, PMS 299 C and PMS Cool Gray 11 C. It is a fresh and appealing blend of colors chosen for their strong combination - modern - classic - timeless. The colors have been selected according to international standards as shown in this document and are easily implemented.

5 Page 5 SECTION 1 ICON EYECARE LOGO ICON Eyecare Logo Overview Main Logo Vertical Lockup (Default) Main Logo Symbol Logo Main Logo Horizontal Lockup (Alternate) Main Logo With Tagline Logo construction, clearspace, computation and formats Logo applications and minimum sizes Prohibited logo usage MAIN LOGO VERTICAL LOCKUP (DEFAULT) 1 2 Full Color Version The full color version of the main logo is the dark version of the logo used on a white or light colored background. For a background with a black or dark color, you will find alternative versions below. 1) The ICON Wordmark The ICON workmark consists of a bold and powerful workmark for Icon that evokes the company s focus on eye care and technology. 2) The ICON Blue Circle The ICON blue circle is part of the ICON wordmark and should always be present. 3 3) The Title The title has been carefully chosen for its modern, refined and highly legible style. It is further enhanced by the use of upper case letters in a gray tone. The font is Proxima Nova Regular. DARK VERSION LIGHT VERSION 1) Dark Version should be used when the background color is solid white or any light color. 2) Light Version should be used when the background color is solid black, PMS 287 C or any dark color. 3) Grayscale Version should be used in offline locations when the background color is solid black or solid white. 1 GRAYSCALE VERSION 2 BLACK & WHITE VERSION 4) Black & White Version should be used in offline locations when the background color is solid black or solid white. 3 4

6 Page 6 SECTION 1 ICON EYECARE LOGO ICON Eyecare Logo Overview Main Logo Vertical Lockup (Default) Main Logo Symbol Logo Main Logo Horizontal Lockup (Alternate) Main Logo With Tagline Logo construction, clearspace, computation and formats Logo applications and minimum sizes Prohibited logo usage MAIN LOGO SYMBOL LOGO Full Color Version The full color version of the symbol logo is the dark version of the logo used on a white or light colored background. For a background with a black or dark color, you will find alternative versions below. The symbol logo can be used separately as a standalone logo or design element in any ICON Eyecare design. The symbol logo represents ICON Eyecare s multidiscipline Center of Ophthalmology Excellence and our devotion to the patient, who is always at the center of our focus. DARK VERSION LIGHT VERSION 1) Dark Version should be used when the background color is solid white or any light color. 2) Light Version should be used when the background color is solid black, PMS 287 C or any dark color. 3) Grayscale Version should be used in offline locations when the background color is solid black or solid white ) Black & White Version should be used in offline locations when the background color is solid black or solid white. GRAYSCALE VERSION BLACK & WHITE VERSION 3 4

7 Page 7 SECTION 1 ICON EYECARE LOGO ICON Eyecare Logo Overview Main Logo Vertical Lockup (Default) Main Logo Symbol Logo Main Logo Horizontal Lockup (Alternate) Main Logo With Tagline Logo construction, clearspace, computation and formats Logo applications and minimum sizes Prohibited logo usage MAIN LOGO HORIZONTAL LOCKUP (ALTERNATE) Full Color Version Horizontal Lockup The horizontal lockup is an alternate version of the main logo that should be used when there is a height restriction that limits the main logo s usage. The horizontal lockup is the dark version of the logo used on a solid white or light colored background. For a background with a black or dark color, you will find alternative versions below. 1) Example of usage with an affiliated practice logo The horizontal lockup should be positioned under affiliated practice logos. It should be separated from the practice logo with a pt line in PMS 7543 C. 1 DARK VERSION LIGHT VERSION GRAYSCALE VERSION BLACK & WHITE VERSION

8 Page 8 SECTION 1 ICON EYECARE LOGO ICON Eyecare Logo Overview Main Logo Vertical Lockup (Default) Main Logo Symbol Logo Main Logo Horizontal Lockup (Alternate) Main Logo With Tagline Logo construction, clearspace, computation and formats Logo applications and minimum sizes Prohibited logo usage MAIN LOGO WITH TAGLINE Full Color Version With Tagline This full color version of the main logo includes a tagline that reads Center Of Ophthalmology Excellence positioned at the bottom of the design. It should be separated from the main logo with a pt line in PMS 287 C. The tagline is set in Proxima Nova Light. The main logo with tagline is the dark version of the logo used on a white or light colored background. For a background with a black or dark color, you will find alternative versions below. DARK VERSION LIGHT VERSION GRAYSCALE VERSION BLACK & WHITE VERSION

9 Page 9 SECTION 1 ICON EYECARE LOGO ICON Eyecare Logo Overview Main Logo Vertical Lockup (Default) Main Logo Symbol Logo Main Logo Horizontal Lockup (Alternate) Main Logo With Tagline Logo construction, clearspace, computation and formats Logo applications and minimum sizes Prohibited logo usage LOGO CONSTRUCTION, CLEARSPACE AND COMPUTATION It s important to keep corporate marks clear of any other graphic elements. To regulate this, an exclusion zone has been established around the corporate mark. This exclusion zone indicates the closest any other graphic element or message can be positioned in relation to the mark they have a fi xed relationship that should never be changed in any way. 0.5 x 0.5 x 0.5 x 1.5 x 0.5 x CLEARSPACE Main Logo Computation - To work out the clearspace take the height of the logo and divide it in half. (Clearspace = Height 2). FILE FORMATS Definition - Whenever you use the logo, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone. ½ x x 1 / 2 x ½ x ½ x ½ x Recommended file formats: - Print =.ai or.eps Web =.png or.jpg

10 Page 10 SECTION 1 ICON EYECARE LOGO ICON Eyecare Logo Overview Main Logo Vertical Lockup (Default) Main Logo Symbol Logo Main Logo Horizontal Lockup (Alternate) Main Logo With Tagline Logo construction, clearspace, computation and formats Logo applications and minimum sizes Prohibited logo usage LOGO APPLICATIONS ON COLORED BACKGROUNDS Use only approved background colors. Applies to ALL versions of the ICON Eyecare logo. Use full color logo on black or PMS 287 C. Use white logo on PMS 299 C or PMS Cool Gray 11. BACKGROUND A Full Color on Black BACKGROUND B Full Color on PMS 287 C BACKGROUND C White on PMS 299 C BACKGROUND D White on PMS Cool Gray 11 MINIMUM LOGO SIZES Main Logo Minimum Size: 20mm Do not use the main logo smaller than 20 mm wide. 40 mm 30 mm 20 mm Main Logo with Tagline Minimum Size: 30 mm Do not use the main logo with tagline smaller than 30 mm wide. 40 mm 30 mm 20 mm

11 Page 11 SECTION 1 ICON EYECARE LOGO ICON Eyecare Logo Overview Main Logo Vertical Lockup (Default) Main Logo Symbol Logo Main Logo Horizontal Lockup (Alternate) Main Logo With Tagline Logo construction, clearspace, computation and formats Logo applications and minimum sizes Prohibited logo usage PROHIBITED LOGO USAGE Always use our official and unmodifi ed ICON Eyecare logo. These rules apply to ALL versions of the ICON Eyecare logo. Use of any stylized, animated, hand-drawn or other versions of an unofficial logo is not permitted. This undermines the logo system and brand consistency. DISTORTED OUTLINED 1) Distorted Do not stretch, compress, skew or rotate the logo. Constrain proportions when resizing the logo. 2) Outlined Do not apply an outline to any part of the logo. 3) Drop Shadow Do not apply a drop shadow to any part of the logo. Use the black & white version on busy backgrounds ) Different Colors The logo colors should not be swapped, reversed or alterered in any way. Use only approved colors. DROP SHADOW DIFFERENT COLORS 5) Without ICON Blue Circle Do not use the wordmark without the ICON blue circle. 6) Without Title Do not use the wordmark without the Eyecare title. 7) Low Resolution Do not use low resolution versions of the logo obtained from the web or scanned from previously printed materials. Use high resolution versions (.ai,.eps or.png fi le formats) for printed materials. 3 4 WITHOUT ICON BLUE CIRCLE WITHOUT TITLE LOW RESOLUTION 5 6 7

12 SECTION 2 ICON EYECARE AFFILIATED PRACTICE LOGOS ICON Eyecare Affiliated Practice Logos Overview Dallas Eye Care Logo Hoffman Eye Care Logo Rocky Mountain Ophthalmology Logo ICON Eyecare Surgery Center Logo 02 ICON EYECARE AFFILIATED PRACTICE LOGOS OVERVIEW The ICON Eyecare affiliated practice logos consist of each practice logo combined with the horizontal lockup of the main ICON Eyecare logo. These logos also include the ICON Eyecare Surgery Center logo.

13 Page 13 SECTION 2 ICON EYECARE AFFILIATED PRACTICE LOGOS ICON Eyecare Affiliated Practice Logos Overview Dallas Eye Care Logo Hoffman Eye Care Logo Rocky Mountain Ophthalmology Logo ICON Eyecare Surgery Center Logo DALLAS EYE CARE LOGO MAIN LOGO Full Color Version This full color version of the Dallas Eye Care logo includes the horizontal lockup of the main ICON Eyecare logo positioned at the bottom of the design. It should be separated from the main logo with a pt line in PMS 287 C. The main logo is the dark version of the logo used on a white or light colored background. For a background with a black or dark color, you will find alternative versions below. DARK VERSION LIGHT VERSION GRAYSCALE VERSION BLACK & WHITE VERSION

14 Page 14 SECTION 2 ICON EYECARE AFFILIATED PRACTICE LOGOS ICON Eyecare Affiliated Practice Logos Overview Dallas Eye Care Logo Hoffman Eye Care Logo Rocky Mountain Ophthalmology Logo ICON Eyecare Surgery Center Logo HOFFMAN EYE CARE LOGO MAIN LOGO Full Color Version This full color version of the Hoffman Eye Care logo includes the horizontal lockup of the main ICON Eyecare logo positioned at the bottom of the design. It should be separated from the main logo with a pt line in PMS 287 C. The main logo is the dark version of the logo used on a white or light colored background. For a background with a black or dark color, you will find alternative versions below. DARK VERSION LIGHT VERSION GRAYSCALE VERSION BLACK & WHITE VERSION

15 Page 15 SECTION 2 ICON EYECARE AFFILIATED PRACTICE LOGOS ICON Eyecare Affiliated Practice Logos Overview Dallas Eye Care Logo Hoffman Eye Care Logo Rocky Mountain Ophthalmology Logo ICON Eyecare Surgery Center Logo ROCKY MOUNTAIN OPHTHALMOLOGY LOGO MAIN LOGO Full Color Version This full color version of the Rocky Mountain Ophthalmology logo includes the horizontal lockup of the main ICON Eyecare logo positioned at the bottom of the design. It should be separated from the main logo with a pt line in PMS 287 C. The main logo is the dark version of the logo used on a white or light colored background. For a background with a black or dark color, you will find alternative versions below. DARK VERSION LIGHT VERSION GRAYSCALE VERSION BLACK & WHITE VERSION

16 Page 16 SECTION 2 ICON EYECARE AFFILIATED PRACTICE LOGOS ICON Eyecare Affiliated Practice Logos Overview Dallas Eye Care Logo Hoffman Eye Care Logo Rocky Mountain Ophthalmology Logo ICON Eyecare Surgery Center Logo ICON EYECARE SURGERY CENTER MAIN LOGO Full Color Version This full color version of the main logo includes the ICON Eyecare main logo on the left and the words surgery center on the right in PMS 7543 C. They should be separated with a pt line in PMS Cool Gray 11 C. The main logo is the dark version of the logo used on a white or light colored background. For a background with a black or dark color, you will find alternative versions below. DARK VERSION LIGHT VERSION GRAYSCALE VERSION BLACK & WHITE VERSION

17 SECTION 3 ICON EYECARE TYPOGRAPHY Corporate Typography Overview Primary Corporate Font Secondary Corporate Font 03 THE CORPORATE FONTS AND TYPOGRAPHY THE CORPORATE TYPOGRAPHY Typography plays an important role in communicating an overall tone and quality. Careful use of typography reinforces our personality and ensures clarity and harmony in all ICON Eyecare communications. We have selected Proxima Nova and Open Sans as the primary and secondary corporate typefaces which help inject energy and enthusiasm into the entire ICON Eyecare brand.

18 Page 18 SECTION 3 ICON EYECARE TYPOGRAPHY Corporate Typography Overview Primary Corporate Font Secondary Corporate Font PRIMARY CORPORATE FONT Used in all ICON Eyecare branding. PRIMARY FONT PROXIMA NOVA DESIGNER : MARK SIMONSON PROXIMA NOVA Bold A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z Regular A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z TYPE EXAMPLES PROXIMA NOVA Figures Special Characters! $ % & / ( ) =? ` ; : [ ] { } «Ω ø π ± æ º ª ƒ å ç ~ µ < >

19 Page 19 SECTION 3 ICON EYECARE TYPOGRAPHY Corporate Typography Overview Primary Corporate Font Secondary Corporate Font SECONDARY CORPORATE FONT Used on the ICON Eyecare website. SECONDARY FONT OPEN SANS DESIGNER : STEVE MATTESON OPEN SANS Bold A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z Regular A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z TYPE EXAMPLES OPEN SANS Figures Special Characters! $ % & / ( ) =? ` ; : [ ] { } «Ω ø π ± æ º ª ƒ å ç ~ µ < >

20 SECTION 4 ICON EYECARE COLOR SYSTEM Corporate Color System Overview Primary Color System for Main Logo Secondary Color System for Surgery Center Logo 04 THE PRIMARY COLOR SYSTEM AND COLOR CODES THE COLOR SYSTEM Color plays an important role in the ICON Eyecare corporate identity program. The following colors are recommendations for various media. A palette of primary colors has been developed, which comprise the One Voice color scheme. Consistent use of these colors will contribute to the cohesive and harmonious look of the ICON Eyecare brand identity across all relevant media. Check with your designer or printer when using the corporate colors that they will be always be consistent.

21 Page 21 SECTION 4 ICON EYECARE COLOR SYSTEM Corporate Color System Overview Primary Color System for Main Logo Secondary Color System for Surgery Center Logo PRIMARY COLOR SYSTEM FOR: MAIN LOGO - Explanation: The ICON Eyecare logos have three official colors: PMS Coated 287 C PMS Coated 299 C PMS Coated Cool Gray 11 C PRIMARY COLOR PMS COATED 287 C COLOR CODES CMYK : C100 M75 Y2 K18 RGB : R0 G48 B135 Web : # Web Safe : # SECONDARY COLOR PMS COATED 299 C COLOR CODES CMYK : C86 M8 Y0 K0 RGB : R0 G163 B224 Web : #00a3e0 Web Safe : #0099cc TERTIARY COLOR PMS COATED COOL GRAY 11 C COLOR CODES CMYK : C44 M34 Y22 K77 RGB : R83 G86 B90 Web : #53565a Web Safe : # PMS Coated 287 C PMS Coated 299 C PMS Coated Cool Gray 11 C

22 Page 22 SECTION 4 ICON EYECARE COLOR SYSTEM Corporate Color System Overview Primary Color System for Main Logo Secondary Color System for Surgery Center Logo SECONDARY COLOR SYSTEM FOR: SURGERY CENTER LOGO - Explanation: The ICON Eyecare Surgery Center logo has four official colors: PMS Coated 287 C PMS Coated 299 C PMS Coated Cool Gray 11 C PMS Coated 7543 C PRIMARY COLOR PMS COATED 287 C COLOR CODES CMYK : C100 M75 Y2 K18 RGB : R0 G48 B135 Web : # Web Safe : # SECONDARY COLOR PMS COATED 299 C COLOR CODES CMYK : C86 M8 Y0 K0 RGB : R0 G163 B224 Web : #00a3e0 Web Safe : #0099cc TERTIARY COLOR PMS COATED COOL GRAY 11 C COLOR CODES CMYK : C44 M34 Y22 K77 RGB : R83 G86 B90 Web : #53565a Web Safe : # QUATEMARY COLOR PMS COATED 7543 C COLOR CODES CMYK : C24 M9 Y8 K22 RGB : R152 G164 B174 Web : #98a4ae Web Safe : # PMS Coated 287 C PMS Coated 299 C PMS Coated Cool Gray 11 C PMS Coated 7543 C

23 Page 23 SHORT SUMMARY, CONTACT AND SUPPORT INFORMATION A SHORT SUMMARY Thank you for reading the ICON Eyecare Branding Guidelines. This document was carefully prepared to protect the company s interests by preventing unauthorized or incorrect use of the ICON Eyecare name and marks. The ICON Eyecare brand, including the logo, name, colors and identifying elements, are valuable company assets. Each of us is responsible for protecting the company s interests by preventing unauthorized or incorrect use of the ICON Eyecare name and marks. CONTACT For further information please contact: Sylvia Pankiewcz Fruition E: sylvia@fruition.net P: (303)