Brand Identity Guidelines. every step of the way.

Transcription

1 Brand Identity Guidelines every step of the way. July 2016

2 Introduction Brand = Asset Strong brands are a blend of intellect and emotion. They are built on an indisputable truth from a customer perspective and are 20 percent aspiration. Our brand message was developed based on these characteristics, feedback from a comprehensive research study, and alignment with our overall strategy. The Charles River brand builds upon our positive attributes and aligns with the longer term strategy. Our goal is for you to live the brand and successfully articulate it to customers, prospects, peers, colleagues and others across the globe. We are the only company to offer our unique portfolio of products and services, we have professional, dedicated and committed employees and a solid corporate strategy. We all work hard to meet the needs of our customers and make our company successful. This brand message is just one more way we can help everyone see that our work is beneficial and important. The Charles River brand belongs to all of us. Everyone can own a portion of this message because your daily work strengthens and supports our brand. Let these guidelines serve as a tool to help all of us become brand advocates. Embrace the brand. Charles River Brand Identity Guidelines 0.1

3 Contents 1. Brand Platform 1.1 Masterbrand Strategy 1.3 Mission Statement 1.4 Vision Statement 1.5 Boilerplate 1.6 Brand Values 1.9 Managing the Brand 3. Design Applications 3.1 Systematic Design 3.2 Business Cards 3.3 Corporate Letterhead 3.4 Envelopes 3.5 Gifts and Promotional Items 3.6 Marketing Collateral 3.7 Signature 2. Logo Standards 2.1 Corporate Logo with Tag-line 4. Questions and Answers 2.2 Corporate Logo without Tag-line 2.3 Corporate Logo Colors 2.4 Logo Clear Zone 2.5 Logo Size 2.6 Wave Mark 2.7 Examples of Incorrect Uses 2.9 Typefaces 2.10 File Types Charles River Brand Identity Guidelines 0.2

4 1. Brand Platform These are the founding ideas that drive our business, guide our company culture, clarify who we want to reach and determine how we organize and express our brand.

5 Masterbrand Strategy This message reflects our commitment to providing products and services, as well as personalized customer support, throughout the entire course of research. Since our founding, Charles River has maintained a philosophy of ready adaptation to changing research processes and requirements. Our brand message affirms the core values instilled throughout our corporate history while encouraging continuous improvement. By strengthening our portfolio and further investing in clientfocused solutions, we serve as a comprehensive research partner to our sponsors, every step of the way. Every Step of the Way. Charles River Brand Identity Guidelines 1.1

6 Masterbrand Strategy This is what it means. As a fully integrated partner, Charles River can support your research at any point along the drug discovery continuum. Charles River Every Step of the Way. Charles River Brand Identity Guidelines 1.2

7 Mission Statement This is the mission statement. It is the idea that guides our culture and brand. Our mission is to provide the highest quality service, science and regulatory support to our clients. Charles River Brand Identity Guidelines 1.3

8 Vision Statement This is the vision statement. It is our company's road map, indicating both what the company wants to become and guiding transformational initiatives by setting a defined direction for the company's growth. Our vision is to be the strategic partner of choice for outsourced drug research services, every step of the way. Charles River Brand Identity Guidelines 1.4

9 Boilerplate This is the boilerplate, or corporate description, used to explain to our customers what we do. About Charles River Charles River provides essential products and services to help pharmaceutical and biotechnology companies, government agencies and leading academic institutions around the globe accelerate their research and drug development efforts. Our dedicated employees are focused on providing clients with exactly what they need to improve and expedite the discovery, early-stage development and safe manufacture of new therapies for the patients who need them. To learn more about our unique portfolio and breadth of services, visit Charles River Brand Identity Guidelines 1.5

10 Brand Values More ideas that guide our culture and brand. We are committed to: - exceeding customer expectations - building a culture of teamwork and collaboration - making a difference in biomedical research - focusing on veterinary, scientific and technical leadership - exceeding industry standards for biosecurity and animal welfare Charles River Brand Identity Guidelines 1.6

11 Masterbrand Strategy Our masterbrand strategy determines how we identify our company. Charles River is the only company name we use. merger/acquisition Charles River + New Company = Charles River Charles River New Company Charles River Brand Identity Guidelines 1.7

12 Masterbrand Strategy cont d Our brand communicates to these key audiences. Each group has specific needs and communication requirements. Academia Biotech Device Manufacturing Employees Charles River Brand Government Healthcare Investors Media Pharmaceutical Charles River Brand Identity Guidelines 1.8

13 Managing the Brand We are all responsible for managing the brand. Support for brand related issues is available from Employee Communications and Creative Services. These groups participated in our brand communication planning and have experience in all areas of our brand communications. Brand support: Bob Zaccardi Director, Creative Services Darci Helbling Associate Director, Marketing Operations, Digital Strategy & Branding Laura Robinson Manager, Creative Services Charles River Brand Identity Guidelines 1.9

14 2. Logo Standards These are the visual elements that define our brand.

15 Corporate Logo Our corporate logo is a combination of our name and wave symbol arranged in a special configuration. This format never changes. It is the most important tool we have for identifying our brand. Anyone using the logo manages a corporate asset owned by our shareholders. This is the only approved version without the tagline. Charles River Brand Identity Guidelines 2.1

16 Corporate Logo with Tag-line This is the only approved version with the tagline. every step of the way. Charles River Brand Identity Guidelines 2.2

17 Corporate Logo Colors The corporate logo appears only in these color variations. Reproduce logos only from authorized electronic files from the intranet or Creative Services. 2 color: Blue (PMS 293), Black This is the preferred version of our logo. every step of the way. Black: This version appears when 2 colors are not available. every step of the way. White: This version appears whenever the logo is on a dark background. every step of the way. Charles River Brand Identity Guidelines 2.3

18 Logo Clear Zone To ensure visual clarity, maintain a clear zone around each logo. give it space! x(.5) x x(.5) x(.5) x x(.5) The clear zone is defined by the height of the logo. The clear zone should be no less than one half the height of the logo as it appears in any given application. No graphic element, type or photo should appear inside this space. Charles River Brand Identity Guidelines 2.4

19 Logo Size To ensure that the Charles River Corporate logo is always legibly and accurately reproduced, minimum size guidelines have been determined. Never reproduce the logo at a size less than that shown below. Logo with Tag-line As illustrated, the minimum size is determined by measuring from the top of the wave to the bottom of the black rule. The tag-line at the minimum size appears as 7 point type. It should never appear to ensure legibility. 1/2 (.500) or 12.7 mm every step of the way. Logo without Tag-line As illustrated, the minimum size is determined by measuring from the top of the wave to the baseline in the words charles river. 3/16 (.1875) or 4.76 mm Charles River Brand Identity Guidelines 2.5

20 Wave Mark In special applications, the symbol may appear alone. This is rare and should never replace the logo as a way to identify the brand. Because it has legal implications for trademark protection, please seek approval for this use from Creative Services. ask to use! Charles River Brand Identity Guidelines 2.6

21 Examples of Incorrect Uses Do not electronically distort the logo. every step of the way. Correct Logo every step of the way. every step of the way. Do not change the typestyle. Do not alter the arrangement of the symbol, name, and tag-line. Charles River every step of the way. every step of the way. Charles River every step of the way. every step of the way. Charles River Brand Identity Guidelines 2.7

22 Examples of Incorrect Uses cont d Do not crowd with text Do not add location to Business Segment logo Do not place on distracting colors or photos preclinical services nevada Charles River Brand Identity Guidelines 2.8

23 Typefaces 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 Charles River communications. We have selected Swiss 721, as the corporate typeface. This typeface will be used in all marketing materials. Use Arial for all documents, presentations and correspondence. This is a typeface common to all PC users worldwide and is compatible with our visual identity. In general, these typefaces should not appear in a point size less than 10. Swiss 721 AaBbCcDdEeFfGg HhIiJjKkLlMmNnOo PpQqRrSsTtUuVv WwXxYyZz & lightregularbold Arial AaBbCcDdEeFfGg HhIiJjKkLlMmNnOo PpQqRrSsTtUuVv WwXxYyZz & regularbold Charles River Brand Identity Guidelines 2.9

24 File Types jpeg or eps? Our logos are available in two kinds of electronic file formats: 1. Screen viewing. These files are low resolution electronic formats designed for viewing on computer screens. The most common type is called a JPEG. Because they are lower resolution, JPEGs take up less memory on the computer. They are often imported into Microsoft PowerPoint and Word documents. When JPEG files print on desktop printers, color is often wrong and the edges of letters appear jagged. Do not use these files to make desktop printed stationery. Use only professionally pre-printed stationery. Never send JPEG files of logos to be professionally printed. 2. Professional printing. These files are high resolution electronic formats designed for offset and silkscreen printing. The most common type is called an EPS (encapsulated post script). Stationery, marketing communications and advertising use EPS files. When they are printed, EPS files maintain accurate color and sharp detail. Always be sure to supply printers with the correct electronic files available on the intranet or from Creative Services. Direct any questions about printing logos and electronic file types to Employee Communications or Creative Services. Charles River Brand Identity Guidelines 2.10

25 3. Design Applications These are the most important design formats of our brand.

26 Systematic Design Common templates unify our brand communication and save time and production cost. By adopting these formats we speak as one company with credibility and competence, save time and streamline implementation. Direct any questions about printing logos and electronic file types to Employee Communications or Creative Services. Templates = consistency and efficiency Charles River Brand Identity Guidelines 3.1

27 Business Cards To order business cards, contact your purchasing department. Executive business cards - 110# Strathmore cover Ultimate White Wove All other business cards - 88# Strathmore Bristol cover Ultimate White Wove Letterhead - 24# Strathmore Writing - Ultimate White Wove Envelope - 24# Strathmore - Ultimate White Wove ADOBE InDesign Printer files are available on the intranet. FIRST-NAME SURNAME Senior Product Manager Research Animal Diagnostic Services every step of the way. 251 Ballardvale Street, Wilmington, MA Direct: Fax: firstname.surname@crl.com wave and tag-line prints Pantone 293 blue logotype and type prints 100% black Your name - 8 pt Swiss 721 BT Bold - All caps Your title - 7 pt Swiss 721 BT Your business segment - 7 pt Swiss 721 BT Your address and contact information - 7 pt Swiss 721 Light BT SPECIFIED BUSINESS SEGMENTS Research Models and Services Research Models Genetically Engineered Models and Services Research Animal Diagnostic Services Discovery Research Services Avian Products and Services Endotoxin and Microbial Detection Safety Assessment Navigator Services Biologics Testing Solutions Pathology Associates Insourcing Solutions Animal Welfare and Training Global Facilities Management Services Charles River Brand Identity Guidelines 3.2

28 Corporate Letterhead To order letterhead, contact your purchasing department. ADOBE InDesign Printer files are available on the intranet. wave prints Pantone 293 blue logotype and type prints 100% black Second page - omit logo DO NOT SPECIFY BUSINESS SEGMENT Address - 9 pt Swiss 721 Light BT 6995 Longley Lane, Reno, NV Fax: Charles River Laboratories Preclinical Services Edinburgh Ltd, Registered Office: Elphinstone Research Centre, Tranent, EH33 2NE Registered in Scotland Number: SC Registration line (for international only) - 6 pt Swiss 721 Light 6995 Longley Lane, Reno, NV Fax: Charles River Laboratories Preclinical Services Edinburgh Ltd, Registered Office: Elphinstone Research Centre, Tranent, EH33 2NE Registered in Scotland Number: SC For specifications only. NOT TO SCALE. This is NOT camera-ready artwork. Charles River Brand Identity Guidelines 3.3

29 Envelopes To order envelopes or labels, contact your purchasing department. ADOBE InDesign Printer files are available on the intranet. wave prints Pantone 293 blue logotype and type prints 100% black 251 Ballardvale Street, Wilmington, MA Your address - 9 pt Swiss 721 Light BT Allow for two lines DO NOT SPECIFY BUSINESS SEGMENT 106 Route 32, Franklin Commons North Franklin, CT Ballardvale Street, Wilmington, MA For specifications only. NOT TO SCALE. This is NOT camera-ready artwork. Charles River Brand Identity Guidelines 3.4

30 Gifts and Promotional Items Our logo and symbol may appear on a range of clothing and promotional gift items. For more information about the best way to produce these items, contact your purchasing department. Please note: when embroidery is necessary, it is not acceptable to use the corporate logo with the tag-line as poor legibility will result. Charles River Brand Identity Guidelines 3.5

31 Marketing Collateral All brochures, advertising and posters should be coordinated through the Creative Services group. Charles River Brand Identity Guidelines 3.6

32 Signature signatures must not be cluttered with any information other than that outlined below. The signature should consist of the following and be reflective of the information as it is presented on your business card if applicable. Do not include images, quotes or social media links. All copy in the signature block should only appear in black. This is the preferred format: This signature would be used if the sender's title requires a business segment or other info to drive it to two lines: 9 pt Arial Bold 9 pt Arial 8 pt Arial 8 pt Arial John Doe Director, Marketing Services Charles River P: M: F: your. .here LinkedIn Twitter Facebook Eureka 9 pt Arial Bold 9 pt Arial 9 pt Arial 8 pt Arial 8 pt Arial Jane Doe Global Marketing Manager Discovery Services Charles River P: M: F: your. .here LinkedIn Twitter Facebook Eureka There is flexibility within the line containing phone and fax numbers. it is acceptable to use main, direct and mobil numbers as well as a fax number. Please try to limit the amount of numbers to three. Charles River Brand Identity Guidelines 3.7

33 Signature cont d At times, an address needs to be included. Please refer to the information below as to how it should be formatted All copy in the signature block should only appear in black. This is the preferred format with the addition of an address (only if necessary): This signature would be used if the sender's title requires a business segment or other info to drive it to two lines and the addition of an address (only if necessary): 9 pt Arial Bold 9 pt Arial 9 pt Arial 8 pt Arial 8 pt Arial John Doe Director, Marketing Services Charles River 251 Ballardvale Street, Wilmington, MA P: M: F: your. .here LinkedIn Twitter Facebook Eureka 9 pt Arial Bold 9 pt Arial 9 pt Arial 9 pt Arial 8 pt Arial 8 pt Arial Jane Doe Global Marketing Manager Discovery Services Charles River 251 Ballardvale Street, Wilmington, MA P: M: F: your. .here LinkedIn Twitter Facebook Eureka Charles River Brand Identity Guidelines 3.8

34 Signature cont d At times, other information may need to be included. All copy in the signature block should only appear in black. Please refer to the information below as to how it should be formatted. This is the format of a call-to-action below the signature (only when approved by Marketing) and should only appear in black: This is the format of a confidentiality notice below the signature: 9 pt Arial Bold 9 pt Arial 9 pt Arial 8 pt Arial 8 pt Arial John Doe Director, Marketing Services Charles River 251 Ballardvale Street, Wilmington, MA P: M: F: your. .here LinkedIn Twitter Facebook Eureka 9 pt Arial Bold 9 pt Arial 9 pt Arial 9 pt Arial 8 pt Arial 8 pt Arial Jane Doe Global Marketing Manager Discovery Services Charles River 251 Ballardvale Street, Wilmington, MA P: M: F: your. .here LinkedIn Twitter Facebook Eureka 9 pt Arial/Arial Bold (15-25 words) Schedule to meet with Charles River at Pharmaceutical Microbiology in London, February 24, pt Arial Confidentiality Notice: The information contained in this and any attachments are confidential and may contain privileged and/or proprietary information. This is intended for the use of the addressee only. If you are not the intended recipient, you are strictly prohibited from copying, distributing or using this or the information contained in it. If you received this in error, please notify the sender immediately by or telephone, and destroy any copies, electronic, paper or otherwise. PLEASE NOTE: International s legal may need disclaimers or additional information including Legal Entity Name, Registered Office Address, Company Registration Number, and VAT Number. Charles River Brand Identity Guidelines 3.9

35 4. Questions and Answers These are some of the most common brand concerns.

36 Branding is a buzz word these days. What does it really mean for us? A brand stands for the reputation of an organization and its values. It s really about the trust we have earned from customers, shareholders and employees to deliver on our promises. We identify the brand every time we make a presentation, send a fax or hand out a business card. These touchpoints are important opportunities to strengthen our recognition and credibility. For this reason, we have developed a carefully planned brand identity program outlined in these guidelines. By following this program, we communicate with one voice to all audiences. Who manages the brand? All of us. Our brand is a valuable asset that everyone shares responsibility for maintaining. Direct questions about brand implementation to Employee Communications and Creative Services. Why is a masterbrand strategy important? Won t this confuse people who expect to hear previous company names still used? Charles River has global recognition. Our masterbrand strategy focuses on building the strength of this one name. The strategy is long-term and was selected as the most efficient and economical way to build even greater brand recognition. Names of acquired firms will not appear jointly with Charles River. This may be a concern for newly acquired companies, but the benefit of building a powerful name outweighs short-term constraints. I already know how to communicate with my customers, so why do we need guidelines? Guidelines help us to communicate as one company, stay visually consistent, save time and demonstrate clearly who we are. With time, brand consistency builds recognition and value for all of us. Why can t I change the logo? Isn t it really the name of the company that matters? The logo - our name and symbol together in a specially designed format - is among our most valuable brand assets. Anyone who applies a logo is managing shareholder property. Altering the design, in any way, threatens its legal status as a trademark and creates inconsistency that will confuse and dilute the strength of the brand. What is the name of the company? Is it Charles River? Your legal entity name of the company has not changed. We have dropped Laboratories purely from a marketing perspective. Where the name appears as Charles River Laboratories in SOPs and reports, it should continue to do so to avoid inconveniencing our customers. In all marketing materials, it will appear as Charles River. If you do not know your legal entity company name, please contact your local Human Resources Department or the Corporate Legal Department. Charles River Brand Identity Guidelines 4.1

37 Why can I no longer access the business segment logos? In an effort to present ourselves as a more cohesive partner to our customers, we will only use the corporate version of the logo. What s the best way to get a brochure or advertisement done for my business segment? Our Creative Services group has many years of experience creating effective communications design. They will partner with you to help craft the message, develop the design and manage the production and printing process. I need to order some gift shirts with our logo. How do I find a vendor? How can I be sure they will do the job well? Electronic EPS files of the logo are available on the intranet. Creative Services will help you to find a vendor and manage the process. What if I don t know what kind of file to send for the logo? Professional printers and gift item vendors all use EPS files. These are high resolution, electronic formats. Never send a vendor a JPEG file. These are made for screen viewing only. Where do I get my business cards and letterheads? Your Purchasing Department can help you place an order and answer questions about ordering these items. I need a sign for my location. How do I get this done? Global Facilities Management Services will help you with size, format and fabrication details. They will also advise about working with sign vendors for our locations. Charles River Brand Identity Guidelines 4.2

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