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Living our Purpose means that across the MUP organization, we are unified in our approach and collaborative in our efforts to make a difference in the lives of the people we touch. This effort

Living our Purpose means that across the MUP organization, we are unified in our approach and collaborative in our efforts to make a difference in the lives of the people we touch. This effort
applies to everything we do — from our scientific methodology, to our manufacturing processes, to the tone, look, and feel of our communications.

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MUP Corporate identity - Brand Strategy Document Transcript

  • 1. MUPCorporate IdentityVersion v1.0May 2012
  • 2. MUP Corporate IdentityWhy a strong brand is importantMUP The BrandMedical Union Pharmaceutical is driven by a clear purpose: Our Symbol consists of four "HealthCare Rises" rounded corners set in aLiving our Purpose means that across the MUP organization, we are unified in our approach and tablet shape box to suggestcollaborative in our efforts to make a difference in the lives of the people we touch. This effortapplies to everything we do — from our scientific methodology, to our manufacturing processes, tothe tone, look, and feel ofour communications.This document was developed to help us work together to build consistent, branded communicationsthat collectively build MUPs reputation in the communities we serve. Using these guidelines will protection, caring & ongoingenable us to create materials that speak to specific audiences while maintaining one, unified voice.Together, we can contribute to MUP’s reputation as a land-mark in local and international healthcaremarket. success by sun rises on the health care market.General | Professionals | Designers June 2012 3
  • 3. MUP Corporate IdentityHow to use this document Important! These guidelines introduce our new logo across a wide range of touchpoints… 1. Understand our goals The strategy and messaging section provides key information regarding However, not all of our departments are the strategy, messaging, and architecture that organize and drive us as launching the new identity at the same time. a company. So please check before you touch the new logo! 2. Learn our visual tools The visual identity section starts with our masterbrand and then extends into the remaining parts of our brand architecture. Everyone should Please don’t use the new logo until your senior understand the overarching visual system as well as the specific part that applies to your division, business unit, program, etc. management team has approved using it. 3. Identify what is needed We know it’s tempting to start using the new The visual tools and applications in these guidelines are designed for a range of user types. First, select the application you are creating logo straight away, but it sends out a powerful, and then identify the corresponding user level that is required for that important new message about our company application type. The user groups are outlined on the next page. – and that’s a change that we must handle with care. Thank you for your patience! 5
  • 4. MUP Corporate IdentityUser groups Refer to the bottom lift hand corner of There are three main groups of users who will use these .the page for your group designation guidelines. Based upon the following criteria, determine to which group you belong. Then observe those rules that apply: General General users make use of predesigned templates; however, for those interested, the information included here is an excellent aid to understanding the principles at work in MUP communications pieces. Professionals Communications professionals work within MUP to develop General | Professionals | Designers communication pieces for the company on a daily basis. These samples provide guidance for creating variety while staying on-brand. Designers Design agencies partner with MUP via a structured creative process to develop materials. Agencies provide expert design application skills, strategic advice, and broad conceptual abilities. They will find this information to be an excellent starting point for the development process.General | Professionals | Designers 7
  • 5. MUP Corporate IdentityAgenda 3.4.3. Imagery: cropping 1. Brand Strategy 3.4.4. Imagery overview 1.1. What is Brand architecture 3.4.5. Imagery don’ts 1.2. Masterbrand strategy 3.4.6. Color/Image Balance 1.3. Brand Personality 3.5. Typography 2. Brand Footprint 3.5.1. The MUP primary typeface 2.1. Brand Strategic Foundation 3.5.2. Display typeface 2.2. Brand Strategic Elements 3.5.3. Display typeface don’ts 3. Visual Guideline 3.5.4. System typeface Welcome to version 1 of our 3.1. The logotype 3.1.1. The MUP logo guidelines, which introduce you to our 3.1.2. Our Symbol 3.1.3. Logo colors: preferred new logo. Weve added specialized 3.1.4. Logo colors: alternate sections (about communications, 3.1.5. 3.1.6. Logo formats: on-screen Logo: clear space packing and online), so the guidelines 3.1.7. Logo: scaling and minimum size 3.1.8. Logo: on backgrounds are comprehensive. 3.1.9. Logo don’ts This guidelines are constantly growing 3.1.10. Logo overview 3.2. The Tagline and moving on. As we develop new 3.2.1. The MUP tagline 3.2.2. MUP logo-tagline: lock-up configurations sections and review old ones. 3.2.3. MUP logo-tagline: color versions 3.2.4. MUP logo-tagline: clear space 3.2.5. MUP logo-tagline: scaling and minimum size 3.2.6. MUP logo-tagline overview 3.2.7. The MUP brand architecture structure 3.3. Color palette 3.3.1. The MUP colors 3.3.2. Use of tints for information graphics 3.3.3. Color principle 1: use colors sparingly 3.3.4. Color principle 2: use colors purposefully 3.3.5. Color principle 3: use colors for pacing 3.4. Imagery 3.4.1. Imagery: subject matter and style 3.4.2. Imagery: depth of fieldGeneral | Professionals | Designers 9
  • 6. PART : IMUP Corporate Identity1. Brand Strategy1.1. What is Brand architecture1.2. Masterbrand strategy1.3. Brand Personality 11
  • 7. MUP Corporate Identity | 1. Brand Strategy1.1. What is Brand architectureBrand architecture helps define an organization by rationalizing how The benefits of a defined brand architecture • Create claritybusinesses and products are communicated—it is not an organizational • Drive long-term shareholder value • Establish MUP as a leader in healthcarestrategy. An architecture strategy is essential in communicating our • Generate cost savings • Support market-focused brandingbreadth and depth of offerings, as well as clarifying the relationship • Reinforce the vision of “One MUP”between various entities. It defines the relationships of tangible assets: It should help customers find exactly what they are looking for. Through a clear set of rules and an accompanying signature system, we can protect and promote the equity of the MUP identity. Graphic Trademarks Names Taglines identities 13
  • 8. MUP Corporate Identity | 1. Brand Strategy1.2. Masterbrand strategyMUP enforces a masterbrand strategy to build the MUP brand. The chartillustrates the cyclical nature of the pharmaceutical business and that, Masterbrandover time, the only constant is the MUP brand. Product brands havesignificant life spans, and MUP brand helps to take the product forward.Therefore, all elements need to work together to enhance the value ofthe MUP masterbrand. This strategy will benefit the organization overallas the brand value will extend to all supported elements in the long run.The following pages explain the relationships among the entities withinMUP. Functions, divisions, programs, and products all help tell the MUPstory and have clearly defined relationships to the MUP brand. 15
  • 9. MUP Corporate Identity | 1. Brand Strategy1.3. Brand Personality Caring and CuringThe MUP brand personality isthe basis for the MUP Brand,defining its content as well asthe direction of its visual, writtenand verbal communication. Thediagram at right depicts thepersonality, and it described indetail on the following pages.General | Professionals | Designers 17
  • 10. MUP Corporate Identity | 1. Brand Strategy1.3. Brand PersonalityThe Patient Brand EssencePatients are at the center of our The MUP brand essence is comprisedwork; they are the reason for of the actions we perform to servewhat we do. our brand focus. Caring Caring We care about and feel empathy for patients and are committed The Patient to answering unmet health needs around the globe. Curing We provide medicines that make a Curing difference; we cure diseases, ease suffering and improve quality of life.General | Professionals | Designers 19
  • 11. MUP Corporate Identity | 1. Brand Strategy1.3. Brand Personality C or Th eCore Brand Themes e em iv B tOur core brand themes support, strengthen and enable the MUP brand va ra es no ndessence. They direct the broader content for all MUP communication. InInnovativeWe seek to constantly innovate in the way we discover and develop successfulnew medicines, in the way we market and deliver those medicines to thepatients that need them, and in the way we drive new standards for theindustry.ResponsibleWe operate in an ethical manner, offer transparency, abide by regulatoryand legal requirements, and deliver quality products. We also choose tohelp patients and communities through our corporate social responsibilityinitiatives and affordable prices.Performance e Pe blFinancial success ensures our ability to care and to cure. Delivering r si fo on rmsustainable positive return and value fuels our innovation, increases our p an esability to help patients, and allows us to adequately reward our employees ce Rand shareholders.General | Professionals | Designers 21
  • 12. PART : IIMUP Corporate Identity2. Brand Foot-Print2.1. Brand Strategic Foundation2.2. Brand Strategic Elements 23
  • 13. MUP Corporate Identity | 2. Brand Foot-PrintThe Foot-Print MUP Foot-PrintWhat a Brand Footprint does Brand Strategic Brand St rategic Creates a brand equity “portrait” that is easily understood by marketers and communicators. Foundation Elements Articulates the brand space occupied by major competitors in consumer’s Brand Value Product mind. Responsibility Package Brand Positioning Trademark Provides a clear sense of brand direction Brand PersonalityGeneral | Professionals | Designers 25
  • 14. MUP Corporate Identity | 2. Brand Foot-Print2.1. Brand Strategic FoundationMedical Union Pharmaceuticals Company (MUP) is a local Pharmaceuticalmanufacturing facility which offer a wide range of product lines both asits own Specialties and as Licensed Products  (in addition to productsfor Tender and Export) Covering over 30 therapeutic groups.General | Professionals | Designers 27
  • 15. MUP Corporate Identity | 2. Brand Foot-Print | 2.1. Brand Strategic FoundationBrand Value To our customers We devote ourselves to improve the quality of life by providing products with high quality & affordable prices. To our employees, we strive to help them share in the success that they make possible; to create with them a safe, exciting and inclusive work environment . To our shareholders We work to create value for them, achieve sufficient profit to finance our company growth, and provide the resources we need to achieve our corporate objectives. To the world We live up to our responsibility to society by being an economic, intellectual and social asset to each country and community in which we do business.General | Professionals | Designers 29
  • 16. 1 2MUP Corporate Identity | 2. Brand Foot-Print | 2.1. Brand Strategic FoundationResponsibility Human Health The Marketplace MUP organization not only responsible for all touch point between the company and healthcare market, it is also responsible for matching the investors and shareholders needs 3 4 5 Our Company Our and Colleagues Shareholders 5 Responsibilities Our Community and the Public 31
  • 17. MUP Corporate Identity | 2. Brand Foot-Print | 2.1. Brand Strategic FoundationBrand Positioning Modern The OPB Matrix TM OPB Brands Matrix to identify each brand in the market positioning and perception. OPB Brands Matrix helps to allocate our brand position. modern style for Consumer Technical new generation Modern regarding fonts and soft colores company focus Consumer Technical companies more on technical into consumer and challenging products and OTCs conditions Old school Classic design to relects its heritage and Classic reputation OPB Matrix TMGeneral | Professionals | Designers 33
  • 18. MUP Corporate Identity | 2. Brand Foot-Print | 2.1. Brand Strategic FoundationBrand Positioning Pills Care Health Safety KeyWords Mind Mapping Keywords are important in Mind Mapping. Mind mapping will help you Tablet choosing the right tone on voice to rach you consumer in the right way. happiness Credibility Sky Blue Strength Untraditional Cyan Era different new Pills Care innovative Medical Hope Health Safety active Tablet happiness clean Credibility futurestic Sky Blue Strength Modern Peace Histo Cyan Era new Medical Hope Simple energy Vision MUP positioned as life futurestic Peace research a medical / credible History Confidace energy Vision brand which will future life research continuous challange reflect in all brand challange future challange Sleek challange communications R&D R&DGeneral | Professionals | Designers 35
  • 19. MUP Corporate Identity | 2. Brand Foot-Print | 2.1. Brand Strategic FoundationBrand Personality ts quality The trust in MUP produc in his and efficiency reflected you the When you visualize MUP brand as a person, you will see a professional middle voice as the way he told u the age doctor trying to help you and looking for a solutions in confidence and his advise and giving yo nce hand. formal way. medication with confideGeneral | Professionals | Designers 37
  • 20. MUP Corporate Identity2. Brand Foot-Print2.2 Brand Strategic Elements 39
  • 21. MUP Corporate Identity | 2. Brand Foot-Print2.2. Brand Strategic Elements General Marketing Strategy MUP established as a company of choice for national and transnational market, That’s why we Offer wide range of product categories to cover every market needs. The leadership position will be achieved by building the brand equity (heritage) on a comprehensive lines of pharmaceuticals include: - Cardiovascular - Immunology - Internal medicine - Pediatric - OTC’s - Dermatology - Gynecology - HepatogastroGeneral | Professionals | Designers 41
  • 22. MUP Corporate Identity | 2. Brand Foot-Print | 2.2 Brand Strategic ElementsProduct For every challenge, We have the cure MUP always facing the challenges with high quality products and specialized treatment to match all target segments. MUP products already had a very creadable herateteg e among the compatitors, this heratage reflected on MUP brand with good and powerful image. All products will match this perceptions within all current and new products in our materials and communciationsGeneral | Professionals | Designers 43
  • 23. MUP Corporate Identity | 2. Brand Foot-Print | 2.2 Brand Strategic ElementsPackage MUP source of heritage MUP Packs Heritage comes from the specially designed branding elements with classic formal designs with its healthcare rises tablet shape MUP icon and colors. Packaging is essential to complete brand identity and unify company image toward customers and consumers. MUP Packs face-lifting process will take place in three main phases: New Packaging Introduction Mega Branding campaign Update selected products in each Introduce big brands Celebrating new Identity line to be introduced to the market with the new packs .. through one month campaign to «small products not to effect mega campaigning announce the new MUP packs . brands market share»General | Professionals | Designers 45
  • 24. MUP Corporate Identity | 2. Brand Foot-Print | 2.2 Brand Strategic ElementsTrade Mark Let’s break it down Our trade mark will be within our main three logo elements 1. The tablet shape icon with the curved box 2. The Colors - Orange colors represent the rise of the health care - The Petroleum green color represent the healthcare market with new and modern dimension. 3. The branding elements.General | Professionals | Designers 47
  • 25. MUP Corporate Identity | 2. Brand Foot-Print | 2.2 Brand Strategic ElementsColors The compaination betwen the powerful red color and energatic yellow color represent our orange color. In another hand the compination between safety green and health blue will represent our petrolum blue color - Orange colors represent the rise of the health care - The Petroleum green color represent the healthcare market SunRise Petrolum with new and modern dimension. Orange Blue Pent.# 326 U Pent.# 129 UGeneral | Professionals | Designers 49
  • 26. PART : IIIMUP Corporate Identity3. Visual Guideline3.1. The logotype3.2. The Tagline3.3. Color palette3.4. Imagery3.5. Typography 51
  • 27. MUP Corporate Identity | 3. Visual Guideline | 3.1 The Logotype3.1.1. Our Symbol Visual SymbolOur Symbol consists of four MUP Visual Symbol The MUP visual symbol is the cornerstone of our visual identity. It consists of the wordmark and the symbol, and is the basis for all otherrounded corners set in a tablet signatures in our identity system. The symbol represents our four rounded corners: patients, providers, communities, and staff. It alsoshape box to suggest protection, evokes our multiple specialties and strengths interacting to create a compassionate, effective organization. The sans-serifcaring & ongoing success. typeface of the wordmark elegantly expresses the essence of the brand. The signature makes a distinctive statement wherever it is used Symbol Wordmark in order to ensure that all of our communications convey the full integrity and authority of our organization. Please remember that the signature is not to be altered, added to, or recreated under any circumstances.General | Professionals | Designers 53
  • 28. MUP Corporate Identity | 3. Visual Guideline | 3.1 The Logotype3.1.2. Golden RatioDefinition logo Construction(term) - The Golden Ratio is a term(with an astounding number ofaliases, including Golden Sectionand Golden Mean) used to describeaesthetically pleasing proportioningwithin a piece. However, it is not X X X X Xmerely a term — it is an actual ratio.The easiest way to picture the GoldenRatio is by looking at a rectangle xwith a width of 1, and a length of1.168... . If you were to draw a line inthis plane so that one square andone rectangle resulted, the square›ssides would have the ratio of 1:1. Andthe "leftover" rectangle? It would xbe exactly proportionate to theoriginal rectangle: 1:1.618. You coulddraw another line in this smallerrectangle, again leaving a square anda rectangle whose proportions were1:1.618. You can keep doing this untilyoure left with an indecipherableblob; the ratio continues on in adownward pattern regardless. The Golden RationRectangles and squares are the mostclear example, but the Golden Ratiocan be applied to any number ofGeneral | Professionals | Designers 55
  • 29. MUP Corporate Identity | 3. Visual Guideline | 3.1 The Logotype3.1.2. Golden Ratio triangles, pyramids, prisms, and polygons. Its just a question of applying the correct math. Some artists(term) - The Golden Ratio is a term MUP Golden Ratio are very good at this, while others are not.(with an astounding number of aliases,including Golden Section and Golden An unknown genius figured out millennia ago that, in a work of art or architecture, if one maintainedMean) used to describe aesthetically a ratio of small elements to larger elements that was the same as the ratio of larger elements to thepleasing proportioning within a piece. whole, the end result was extraordinarily pleasing to the eye. It worked when the Ancient EgyptiansHowever, it is not merely a term — it is built their pyramids, it has worked in sacred geometry throughout history, and it continues to workan actual ratio. today.The easiest way to picture the GoldenRatio is by looking at a rectangle Goldenwith a width of 1, and a length of Ratio1.168... . If you were to draw a line inthis plane so that one square andone rectangle resulted, the square›ssides would have the ratio of 1:1. Andthe "leftover" rectangle? It would beexactly proportionate to the originalrectangle: 1:1.618. You could draw Golden Ratio Goldenanother line in this smaller rectangle, Ratioagain leaving a square and a rectanglewhose proportions were 1:1.618. Youcan keep doing this until youre leftwith an indecipherable blob; the ratiocontinues on in a downward patternregardless. Golden RatioRectangles and squares are the mostclear example, but the Golden Ratiocan be applied to any number ofgeometric forms including circles,General | Professionals | Designers 57
  • 30. MUP Corporate Identity | 3. Visual Guideline | 3.1 The Logotype3.1.3. Logo colors: preferredPreferred logosWe have seven (7) logo versions, sobe sure to use the proper logo for theright application.Use the 2-color positive logowhenever possible. Usethe preferred CMYK positive logo 2-color (positive) CMYK (positive)when only CMYK printing is available. Use this version for premium print Use this version when only CMYK applications. printing is available.These versions of the logo are The 2-color (positive) logo consists ofprovided as scalable vector artwork Sun Rise Orange and Petroleum Blue.(EPS). Please note: The 2-color file is builtEPS format allows high-quality print with overprinting gradients. It isreproduction. EPS files can be scaled recommended to use the AI file into any size without sacrificing image Adobe® Creative Suite® version 3 andquality. You may use these files in later for the best appearance on-page layout and graphics programs screen, in composite printing and infor print projects. PDF files. Using the EPS file and/or other software may cause the logo toAdditionally, EPS format files may Please note that the letters of the appear incorrect, although the logoalso be used to create files in any of logo are transparent. They should will color separate correctly.the other image formats at exactly reveal the background on whichthe sizes required. the logo is placed while maintaining legibility.General | Professionals | Designers 59
  • 31. MUP Corporate Identity | 3. Visual Guideline | 3.1 The Logotype3.1.4. Logo colors: alternate1-color alternate logosUse these logos when 2-color andCMYK logos cannot be used. Theyare designed to provide legibility forspecific application types.These versions of the logo areprovided as scalable vector artwork 1-color Gray White(EPS). Use this version when the application Use this version when the application Please note that the letters of the requires a 1-color or simplified mark requires a simplified mark in whiteEPS format allows high-quality print logo are transparent. They should (e.g., stationery, premium items, small and the background is too dark toreproduction. EPS files can be scaled reveal the background on which sizes, silkscreen, etc.). The logo prints allow use of the preferred mark or theto any size without sacrificing image the logo is placed while maintaining in Gray ( Black 7 C ). 1-color alternate version (e.g., reversequality. You may use these files in legibility. applications, premium items, smallpage layout and graphics programs sizes, silkscreen, etc.).for print projects. Additionally, EPSformat files may also be used tocreate files in any of the other imageformats at exactly the sizes required. Black Use this version when the application requires a simplified mark in black (e.g., fax sheet, premium items, small sizes, silkscreen, etc.).General | Professionals | Designers 61
  • 32. MUP Corporate Identity | 3. Visual Guideline | 3.1 The Logotype3.1.5. Logo colors: on-screenOn-screen logosThese versions are used for all They can be scaled down in size, butdesktop and on-screen applications. they are never scaled to larger sizes. Additionally, use PNG files whenRGB logo files are provided in JPG transparent backgrounds are required,and PNG file formats in 2" sizes. such as websites and when placing theThese versions are also provided logo on a background that is not white.as scalable vector artwork (EPS).Additionally, EPS format files may Please note that the letters of the logoalso be used to create files in any of are transparent in EPS and PNG files. RGB (positive) RGB (reverse)the other image formats at exactly They should reveal This is the preferred version for Use this version when the applicationthe sizes required. the background on which the logo is internet, video, TV, email signatures, requires a simplified mark in white placed while Microsoft applications, etc. and the background is too dark toUse JPG format logos for maintaining legibility. allow use of the preferred mark.PowerPoint® presentations, Microsoft® Please note: The 2-color file is builtWord® documents, and other office with overprinting gradients. It isapplications. You may use JPG files recommended to use the AI file infor printing on low-resolution printers Adobe® Creative Suite® version 3 andsuch as laser or ink-jet printers. JPG later for the best appearance on-format logos are never used for high screen, in composite printing and inresolution printing, and they are PDF files. Using the EPS file and/ornever scaled to larger sizes. other software may cause the logo to appear incorrect, although the logoUse PNG format logos for higher- will color separate correctly.quality laser print reproduction(Microsoft® Word® and PowerPoint®),screen and web applications where ahigher quality logo may be needed.General | Professionals | Designers 63
  • 33. MUP Corporate Identity | 3. Visual Guideline | 3.1 The Logotype3.1.6. Logo colors: clear spaceAlways surround the MUP logo with Keepthe amount of clear space shownto ensure that the logo is easilyidentifiable as well as visible andlegible wherever it appears.Clear space is the minimum“breathing room” maintained around itour logo. It also defines the minimumdistance between the logo and theedge of a printed piece. The clearspace around our logo is equal to theheight of the M letter in our logo.Do not position any text, graphic cleanelements, or other visual marks insidethe recommended clear space.Please note that this distance maysometimes be adjusted for selectonline or exterior signage applicationswhere space is limited. 65
  • 34. MUP Corporate Identity | 3. Visual Guideline | 3.1 The Logotype3.1.7. Logo colors: scaling & minimum sizeScaling the MUP logo Minimum sizeEPS logo files may be scaled to any Minimum size refers to the smallest 1-color signatures with minimum width of 2cm Signatures with minimum width of 2.5cmsize necessary for the application, allowable logo size. The logo isas long as the minimum size available in one size that can berequirements are met. For most scaled down to a minimum size of 1applications, the logo will be sized at cm high for the preferred logo. Theheights of more than 1 cm. 1-color alternate logos can be scaled down to a minimum size of 0.75 cm high. Always maintain the logo’s aspect ratio when scaling. 2cm 3cm 2.5cm 3cm 1-color signatures with maximum width of 1cm Signatures with maximum width of 1.5cm Size matters 1cm 0.75cm 1.5cm 1cmGeneral | Professionals | Designers 67
  • 35. MUP Corporate Identity | 3. Visual Guideline | 3.1 The Logotype3.1.8. Logo colors: on backgrounds On imagesOn backgroundsPlace the logo on backgroundsthat provide good contrast andlegibility to ensure that it is clearlyrecognizable.Please note that the space inside the or textured backgroundslogo are transparent. They shouldreveal the background on whichthe logo is placed while maintaininglegibility.General | Professionals | Designers 69
  • 36. MUP Corporate Identity | 3. Visual Guideline | 3.1 The Logotype3.1.9. Logo dontsEnsure that our logo is clearlyrecognizable by using it properly, and DO NOT change the logo’s DO NOT change the logo’s DO NOT add drop shadows DO NOT outline the logo.do not alter it in any circumstances. color. proportion. or other effects to the logo.Consider the logo version and thebackground it is placed on to providethe best legibility. The examples showvarious uses to avoid.Please note that the space inside thelogo are transparent. They should Advil Capletsreveal the background on whichthe logo is placed while maintaining DO NOT rotate the logo. DO NOT lock up product DO NOT place the logo on a DO NOT remove the MUPlegibility. identifiers or product complicated background or wordmark from the logo. descriptions with the logo. a background that reduces its legibility. DO NOT use the preferred DO NOT crop the logo. DO NOT apply color or DO NOT use the logo in a logo on a dark background. knock out the empty space holding box or other shape. inside the logo.General | Professionals | Designers 71
  • 37. MUP Corporate Identity | 3. Visual Guideline | 3.1 The Logotype3.1.10. Logo overview Preferred logo marks for print Alternate flat marks for print Screen Use the preferred 2-color version of the logo whenever possible. Use the 1-color Use the 1-color Use the 1-color Use the RGB version of the artwork on screen and in digital gray version when black version when white version for all applications. Use the preferred 4-color version of the logo when only CMYK printing is available. a simplified mark the 2-color gray reverse background Do not use color logos for reverse background printing. is required for version cannot printing. premium items, be used. silkscreen, etc. Preferred 2-color Composed of Preferred 2-color Composed of Cyan, Alternate 2-color gray Alternate 1-color black Alternate 1-color white Primary RGB/Screen Primary RGB/Screen Sunrise Orange and for CMYK Magenta, Yellow and Petroleum Blue Black File nomenclature Clear space Minimum size MUP_cmyk_ pos.eps Identifier color Back- Format ground 2.5cm 2cm 2c black .eps vector file for print The preferred The alternate cmyk white pos .jpg RGB for screen logo can be logo can be .png RGB for screen scaled down to a scaled down to a 1c rgb rev The clear space around our logo is equal to the full height minimum minimum of the "M" letter of MUP wordmark. width of 2.5cm width of 2cmGeneral | Professionals | Designers 73
  • 38. Corporate Identity | 3. Visual Branding | 3.2. The Tagline3.2.1. The MUP TaglineThe MUP tagline is a concise statement of our company’s purpose.When it is locked up with the MUP logo it communicates our keyreason for being in a clear, direct, and engaging manner. Healthcare RîsesGeneral | Professionals | Designers 75
  • 39. Corporate Identity | 3. Visual Branding | 3.2. The Tagline3.2.2. MUP logo-tagline: lock-up configurationsLogo tagline lock-upUse the lock-ups when applyingthe tagline to corporate marketingcommunications.This is the preferred lock-up for mostapplications. The logo is followed bythe tagline, and the tagline is placedunder the logo at the same width ofthe logo. Place the "H" word of thetagline at a distance of “M” from thelowest edge of the logo. Healthcare RîsesGeneral | Professionals | Designers 77
  • 40. Corporate Identity | 3. Visual Branding | 3.2. The Tagline3.2.3. MUP logo-tagline: color versionsUsing the proper lock-up for anapplication is key. We have four (4)lock-up color versions. Use theversion that provides the bestcontrast and legibility for yourapplication. Preferred two-color (Sunrise Orange 1-color gray logo with 1-color orangePlease note that the space inside the & Petroleum Blue) logo with 1-color tagline.shape of the logo are transparent. tagline CMYK orange.It should reveal the backgroundon which the logo is placed whilemaintaining legibility. Black logo with black tagline. White logo with white tagline.General | Professionals | Designers 79
  • 41. Corporate Identity | 3. Visual Branding | 3.2. The Tagline3.2.4. MUP logo-tagline: clear spaceClear space is the minimum“breathing room” maintained aroundthe lock-up. It is kept free of graphics,text, and other marks. It also definesthe minimum distance between thelock-up and the edge of a printedpiece.The clear space around our logo-tagline lock-up is equal to the heightof the "M" letter of the wordmark ofthe logo.Please note that this distance maysometimes be adjusted for selectonline or exterior signage applicationswhere space is limited.General | Professionals | Designers 81
  • 42. Corporate Identity | 3. Visual Branding | 3.2. The Tagline3.2.5. MUP logo-tagline: scaling and minimumsizeScaling the lock-upThe EPS MUP logo-tagline lock-up files may be scaled to any sizenecessary for the application. Donot scale the logo or taglineseparately. Always maintain the lock-up’s aspect ratio when scaling.Minimum size Maintain a consistent aspect ratio when scalingMinimum size refers to the smallestallowable lock-up size. The lock-upis available in one size that can bescaled down to a minimum size of0.3125» high for the lock-up withthe preferred logo. The lock-up with1-color alternate logo can be scaleddown to a minimum size of 0.25»high. Always maintain the lock-up’saspect ratio when scaling. 3 cm 2.5 cm Minimum size for Minimum size for preferred logo 1-color logo with with tagline taglineGeneral | Professionals | Designers 83
  • 43. Corporate Identity | 3. Visual Branding | 3.2. The Tagline3.2.6. MUP logo-tagline overview Preferred logo marks for print Alternate flat marks for print Screen Use the preferred 2-color version of the logo whenever possible. Use the 1-color Use the 1-color Use the 1-color Use the RGB version of the artwork on screen and in digital gray version when black version when white version for all applications. Use the preferred 4-color version of the logo when only CMYK printing is available. a simplified mark the 1-color gray reverse background Do not use color logos for reverse background printing. is required for version cannot printing. premium items, be used. silkscreen, etc. Preferred 2-color Composed of Preferred 2-color Composed of Cyan, Alternate 2-color gray Alternate 1-color black Alternate 1-color white Primary RGB/Screen Primary RGB/Screen Sunrise Orange and for CMYK Magenta, Yellow and Petroleum Blue Black File nomenclature Clear space Minimum size MUPtag_cmyk_ pos.eps Identifier color Back- Format ground 2c black .eps vector file for print 3 cm 2.5 cm cmyk white pos .jpg RGB for screen .png RGB for screen Minimum size for Minimum size for 1c rgb rev The clear space around our logo is equal to the full height preferred logo 1-color logo with of the "M" letter of MUP wordmark. with tagline taglineGeneral | Professionals | Designers 85
  • 44. Corporate Identity | 3. Visual Branding | 3.3. Color Palette3.3.1. The MUP colors Primary color palette Pantone DS 22-2 Pantone DS 255-2 Pantone Black 7 Black WhiteThe color palette is made up of the CMYK 0 35 85 0 CMYK 80 0 40 10 CMYK 66 59 56 65 CMYK 0 0 0 100 CMYK 0 0 0 0Sunrise Orange and Petroleum Blue RGB 249 178 51 RGB 0 160 156 RGB 55 53 52 RGB 0 0 0 RGB 255 255 255and supportive neutral colors (black,gray, and white). The secondary color HEX #f9b233 HEX #00a09c HEX #373534 HEX #000000 HEX #ffffffpalette consists of a complementaryset of bright colors that conveyboldness and optimism.The colors represented on this page Secondary color palettehave not been evaluated by Pantone,Inc and may not match the Pantonesystem. Consult a Pantone ColorFormula Guide for reference. Cyan Magenta Pantone DS 239-5 Pantone DS 294-1 Pantone DS 73-1 The CMYK 100 0 0 0 CMYK 0 100 0 0 CMYK 50 0 10 0 CMYK 50 0 100 0 CMYK 0 100 100 0 RGB 0 159 227 RGB 230 0 126 RGB 133 206 228 RGB 149 139 31 RGB 227 6 19 HEX #009fe3 HEX #e6007e HEX #85cee4 HEX #95c11f HEX #e30613 supporting Pantone DS 274-1 Pantone DS 56-1 Yellow Pantone DS 172-1 Pantone DS 86-6 cast CMYK 100 0 100 0 CMYK 0 75 100 0 CMYK 0 0 100 0 CMYK 70 100 0 0 CMYK 0 50 50 0 RGB 0 150 64 RGB 234 91 12 RGB 255 237 0 RGB 112 34 131 RGB 243 153 123 HEX #009640 HEX #ea5b0c HEX #ffed00 HEX #702283 HEX #f3997b 87
  • 45. Corporate Identity | 3. Visual Branding | 3.3. Color Palette3.3.2. Use of tints for information graphics Primary color palette Pantone DS 22-2 Pantone DS 255-2 Pantone Black 7Only use tints of colors when Specific screens (i.e., 75%, 50%, and 100% 100% 100%treating information graphics, 25%) of each color are designedotherwise use the color at 100%. to add visual depth and flexibility 75% 75% 75%Visual representations of data are and to convey additional levels of 50% 50% 50%conveyed more clearly and are better information hierarchy. 25% 25% 25%understood when color is properlyused. Using pairs of colors that haveadequate contrast will make thedesign of information graphics more Secondary color paletteeffective. Cyan Magenta Pantone DS 239-5 Pantone DS 294-1 Pantone DS 73-1Please... 100% 100% 100% 100% 100% 75% 75% 75% 75% 75% 50% 50% 50% 50% 50% Don’t use any other colours 25% 25% 25% 25% 25% Don’t create tints (unless specified in this section) Don’t use only the secondary colour palette Pantone DS 274-1 Pantone DS 56-1 Yellow Pantone DS 172-1 Pantone DS 86-6 Don’t use supporting colours as main brand colours 100% 100% 100% 100% 100% 75% 75% 75% 75% 75% 50% 50% 50% 50% 50% 25% 25% 25% 25% 25%General | Professionals | Designers 89
  • 46. Corporate Identity | 3. Visual Branding | 3.3. Color Palette3.3.3. Color principle 1: Use colors sparinglyUse 1–3 secondary colorsat a timeIn addition to neutral colors(black, gray, or white), use only1–3 secondary colors. This helps tokeep the content from looking toocomplex and cluttered.General | Professionals | Designers 91
  • 47. Corporate Identity | 3. Visual Branding | 3.3. Color Palette3.3.4. Color principle 2: Use colors purposefullyHighlight importantinformationColor can help to create emphasis,clarify hierarchy, and organizeinformation on a layout.General | Professionals | Designers 93
  • 48. Corporate Identity | 3. Visual Branding | 3.3. Color Palette3.3.5. Color principle 3: Use colors for pacingCreate a rhythmUse color to create a rhythm andto signal places for the eye to restwhen designing pieces that spanacross multiple pages. Do not repeatthe same color approach on everyspread. This will help to keep thecontent engaging.General | Professionals | Designers 95
  • 49. Corporate Identity | 3. Visual Branding | 3.4. Imagery3.4.1. Imagery: subject matter and styleSubject matter• Real life (not staged, posed, or fictional)• Optimistic and warm (or neutral)• Singular concept/subject per image• Advancing progress/positive changeStyle• Natural lighting (no extensive photo-retouching)• Bright tonal range• Clear/Sharp focus on subject matter• Clean, simple areas of “white space”General | Professionals | Designers 97
  • 50. Corporate Identity | 3. Visual Branding | 3.4. Imagery3.4.2. Imagery: depth of fieldDepth of field Foreground imagery Midground imagery Background imageryWhen selecting images for an application, • Macro view of clearly focused subject matter • Midrange view of clearly focused subject matter • Broad view of a non-detailed environmentconsider the various typographic and • Able to carry the story with or without the PDot • Able to carry the story with or without the PDot • Serves as a contextual backdrop, allowing thegraphic components that will coexist with typeface or dotted illustrations typeface or dotted illustrations dotted illustrations or the PDot typeface to carrythe image. • Use to support headline or copy • Use to support headline or copy the story • Use as a contextual backdropGeneral | Professionals | Designers 99
  • 51. Corporate Identity | 3. Visual Branding | 3.4. Imagery3.4.3. Imagery: croppingCrop appropriatelyA communications piece will have moreimpact when an image is appropriatelyscaled and cropped.Colourful Original Cropping Final image shouldmoods Start with an appropriate foreground, Select an area that is an appropriate • Focus on a single subject midground, or background image. size for your document. • Be free of clutter (distracting shapes) • Provide ample clear space for typography and graphic elements Original Cropped Original Cropped Original CroppedGeneral | Professionals | Designers 101
  • 52. Corporate Identity | 3. Visual Branding | 3.4. Imagery3.4.4. Imagery overviewSubject Matter Style Scale Cropping• Real life (not staged, posed, or fictional) • Natural lighting (no extensive photo-retouching) • Foreground • Focus on a single subject• Optimistic and warm (or neutral) • Bright tonal range • Midground • Be free of clutter (distracting shapes)• Singular concept/subject per image • Clear/Sharp focus on subject matter • Background • Provide ample clear space for dotted• Advancing progress/positive change • Clean, simple areas of “white space” illustration or PDot typefaceGeneral | Professionals | Designers 103
  • 53. Corporate Identity | 3. Visual Branding | 3.4. Imagery3.4.5. Imagery donts DO NOT use dark imagery. DO NOT use stylized (posed) imagery. DO NOT distort imagery. DO NOT use depressing or graphic imagery. DO NOT use imagery with aimagery. oversaturated busy background.General | Professionals | Designers 105
  • 54. Corporate Identity | 3. Visual Branding | 3.5. Typography Gotham Thin3.5.1. The MUP primary typeface ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ±!@£$€%^&*( )_+”:;|<>?/,. When to use Gotham BookMUP’s primary typeface is Gotham.Modern, flexible, easy to read, open, Use Gotham for all MUP printed communications where possible. Use ABCDEFGHIJKLMNOPQRSTUVWXYZand accessible, Gotham is uniquelysuited for a wide range of visual Gotham in rendered form for online and electronic applications. When abcdefghijklmnopqrstuvwxyzcommunications. Multiple levels of use of Gotham is not possible, use 0123456789 ±!@£$€%^&*( )_+”:;|<>?/,.typographic hierarchy are defined the recommended system typefaceboth for impact and clarity of (see page X). The weights shown forour communications. Gotham are approved for use. Gotham medium Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ±!@£$€%^&*( )_+”:;|<>?/,. A typeface that Gotham Bold differentiates ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ±!@£$€%^&*( )_+”:;|<>?/,. Gotham light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ±!@£$€%^&*( )_+”:;|<>?/,.General | Professionals | Designers 107
  • 55. Corporate Identity | 3. Visual Branding | 3.5. Typography3.5.2. Display Typeface Gotham Rounded isConsiderate and adaptable Gotham Thin a display typeface. Always knock out theIt’s available in four weights which givesus plenty of scope for variety:• Light – Gotham Lt Gotham Thin Italic• Regular – Gotham Rg Gotham Book typeface to white.• Bold – Gotham Rg Bold• ExtraBold – Gotham ExBWe’ve given you some examples of how Gotham Book Italicyou can use the typeface in the nextfew pages. Gotham MediumStart now Gotham Medium ItalicPlease start using our new typeface inall communications from now on. Therewill be a global rollout programme Gotham Bold ABCDEFGHIJKLMNOPQRSfor screen fonts, digital use and retailsignage. Gotham Bold Italic TUVWXYZabcdefghijklmno pqrstuvwxyz !@#$%^&*()_+ {}[]|?.,;’General | Professionals | Designers 109
  • 56. Corporate Identity | 3. Visual Branding | 3.5. Typography3.5.1. The MUP primary typeface Arabic typeface GE SS Two - Light Use GE SS two for all MUP arabic ‫أبتثجحخدذرزسشصضطظعغفقكل‬ printed communications where possible. Use GE SS two in rendered ‫م ن هـ و ي‬ form for online and electronic applications. .,/?><|;:”+_) (*&^%€$£@!± 0123456789 GE SS Two - Bold ‫أبتثجحخدذرزسشصضطظعغفق‬ ‫ك ل م ن هـ و ي‬ .,/?><|;:”+_) (*&^%€$£@!± 0123456789 ‫الخط المميز داللة‬ ‫علي التميز‬ 111
  • 57. Corporate Identity | 3. Visual Branding | 3.5. Typography3.5.3. Display Typeface donts Donec euismod nisi sed urna sagittis ultricies Gotham Gotham DO NOT use the display font in a DO NOT color the display font. DO NOT crop the display font. multi-line headline. Always use it as a knockout to white. Integer non neque sem. Quisquepretium sodales nulla, vitae aliquetlorem accumsan Gotham sed. Phasellus libero nisi, Gotham Gotham ornare sed faucibus vel, luctus id eros. eleifend commodo. Praesent venenatis lorem vel lectus pharetra tempor. Nulla viverra dapibus. DO NOT use the diaplay font in all DO NOT distort the display font. DO NOT use the display font in DO NOT use the display font on a caps. body copy. busy background.General | Professionals | Designers 113
  • 58. Corporate Identity | 3. Visual Branding | 3.5. Typography3.5.4. System typefaceMUP’s system typeface is Arial. Only When to use Situations where Gotham cannot be Arial Regular Arial Italicuse it when Gotham is not available. used include but are not restricted to: Microsoft PowerPoint, Microsoft Word documents, or HTML content on web applications. Arial Bold Arial Bold ItalicIn the digital worldGeneral | Professionals | Designers 115