Lloyds Online Doctor Ireland Brand Guidelines August 2013
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Lloyds Online Doctor Ireland Brand Guidelines August 2013

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    Lloyds Online Doctor Ireland Brand Guidelines August 2013 Lloyds Online Doctor Ireland Brand Guidelines August 2013 Presentation Transcript

    • Brand identity design guidelines
    • Brand Identity Design Guidelines 2 Lloyds Online Doctor is entering a new phase and we’ve made a few changes to bring the way we present ourselves inline with the way our business is developing. Lloyds Online Doctor
    • Brand Identity Design Guidelines 3Lloyds Online Doctor . . . and convenience. Our service is new to many people and it is vital that we build a brand that people trust. We want our patients to understand who we are and how we can help them. To do that we’ve improved the way that we communicate. It’s all about trust . . .
    • Brand Identity Design Guidelines 4Lloyds Online Doctor Our brand – Context We live in a culture of consumer technology. Using the internet, we can manage our lives in an easier and more convenient way than ever before. We shop, we socialise, we bank, we manage utilities and we access entertainment through online interfaces. More and more people are comfortable connecting with brands and services online. As technologies and devices develop, this culture will grow. Traditional face-to-face communication continues to merge with the world of online interaction. Healthcare will be a key part of this evolution. Powered by leading healthcare professionals and bespoke technology, we can offer patients an experience that is more convenient than the traditional face-to-face alternative. Our patients can decide when and where they get expert advice and order their treatments.
    • Brand Identity Design Guidelines 5 Our brand – Vision It is our vision to be the market leader in online healthcare. We provide our patients with a trusted and accessible service that forms a part of their busy lifestyle. We believe that more and more patients will be comfortable using our service. And we believe that we offer our patients an alternative form of healthcare that is simpler and more affordable than the traditional care they’re used to. Our brand – Positioning Our fully-qualified doctors have a wealth of experience in both traditional and online healthcare. They provide a professional, efficient service. We are a pioneering healthcare service with a human touch and accessible interface. We can integrate smoothly into a patient’s busy life–meaning they will keep returning to the site for repeat prescriptions and expert advice. Lloyds Online Doctor
    • Brand Identity Design Guidelines 6 Our values Welcoming Our service is discreet and simple and we speak with a conversational tone of voice. We always offer an empathetic ear. Professional Our organisation is run by doctors and leaders in healthcare. We are an authority on medical care, we have a holistic and evidence-based outlook. Honest We are a transparent organisation. We aim to create an honest and open relationship with our patients and use jargon-free language to explain medical conditions. Pioneering We believe technology has the power to deliver healthcare in a way that is simple for patients. We will lead the way towards a widespread use of online healthcare technologies. Welcoming Professional Honest Pioneering Lloyds Online Doctor
    • Identity elements The following pages introduce the core elements that help to create our visual identity. And explain how to use them to create a confident and coherent brand. Brand Identity Design Guidelines 7Lloyds Online Doctor
    • Brand Identity Design Guidelines 8 Primary logotype Our primary logotype is an essential part of our brand identity. It represents who we are and what we do and should be ever present whenever we create communications. Primary logotype – Artwork types It is supplied in different colour variations for use in different applications. Our primary logotype is constructed from three elements. 1 LloydsOnlineDoctor which states who we are 2 Our strapline which reinforces our offer 3 Our underline which represents the human nature of our business 1 Full colour Monotone dark blue Monotone black Monotone white 2 3 Please see the colour palette section on pages xx–xx for colour references. Lloyds Online Doctor
    • Primary logotype – Full colour usage Whenever possible we should apply our primary logotype in full colour on a white background. Primary logotype – Monotone usage The monotone versions of our primary logotype have been created for instances where the full colour version is not appropriate or possible. This is the ideal usage of the LloydsOnlineDoctor full colour logotype Full colour on white Monotone dark blue on light blue Monotone dark blue on gradient Monotone white on light blue Monotone white on gradient Monotone white on grey Monotone black on white This combination should only be used when only black printing is possible. Monotone white on black This combination should only be used when only black printing is possible. Monotone dark blue on lilac Monotone white on lilac In certain instances it may be required to place the logo on a colour background. In such cases, only a tint of 10% light blue or 10% grey should be used. Please see the colour palette section on pages xx–xx for colour references. Full colour on 10% light blue Full colour on 10% grey Please see the colour palette section on pages xx–xx for colour references. Please see the colour palette section on pages xx–xx for colour references. Brand Identity Design Guidelines 9Lloyds Online Doctor
    • Primary logotype – Sizes To retain visual integrity and ensure legibility our primary logo should never be applied below a certain size. Recommended sizes for certain formats have also been determined. Primary logotype – Exclusion zone There is also an exclusion for the logo that acts as an area to protect it. No other graphic elements or typography should enter this area. 45mm wide Recommended for A5 formats, quarter page and half page press adverts. 60mm wide Recommended for A4 formats and full page press adverts. 70mm wide Recommended for A3 and related formats 80mm wide Recommended for A2 and related formats 90mm wide Recommended for A2 and related formats This is the minimum recommended size. Brand Identity Design Guidelines 10Lloyds Online Doctor
    • Primary logotype – Placement Placement of our logotype is very important. It should always have a prominant position and have authority on the page. And it should always be positive and forward moving. Preferred placement Whenever possible our logotype should be placed along the right hand margin. And at the top or bottom of the required format. Alternate placement In some instances it may not be possible to place it along the right hand edge. When this is the case it is permissible to align it with the left hand margin of the required format. Brand Identity Design Guidelines 11Lloyds Online Doctor
    • Secondary logotype In some cases it may just be necessary to use our secondary logotype. Which simply consists of our name. Secondary logotype – Usage It is permissible to use our secondary logotype in the following colour combinations. This version of our logotype is for use on internal communications and our information films only. Full colour on white Full colour on 10% light blue Full colour on 10%grey Full colour Monotone white Monotone black Our secondary logotype is available in full colour, monotone white and monotone black only. Monotone white on light blue Monotone white on imagery This is only permissible when legibility is retained. Monotone white on imagery It should never be used when legibility is compromised in any way. Monotone black on white This combination should only be used when only black printing is possible. Monotone white on black This combination should only be used when only black printing is possible. Please see the colour palette section on pages xx–xx for colour references. Brand Identity Design Guidelines 12Lloyds Online Doctor
    • Brand Identity Design Guidelines 13 Secondary Colour palette Our colour palette consists of three primary colours. They promote calmness and confidence. They are a point of difference for our brand. We also have a set of secondary colours and a colour gradient. Primary Pantone 0821 C 54.05 M 0 Y 8.13 K 0 R 114 G 208 B 235 Pantone Rubine Red C 8.28 M 100 Y 34.8 K 2.9 R 214 G 0 B 87 Pantone Cool Grey 10 C 0 M 2 Y 0 K 60 R 135 G 134 B 134 Pantone 2735 C 100 M 99.7 Y 15.22 K 5.8 R 41 G 0 B 136 Pantone Process Blue C 100 M 27.65 Y 5.78 K 0.84 R 0 G 130 B 202 Pantone 2705 C 54.05 M 0 Y 8.13 K 0 R 114 G 208 B 235 Gradient Pantone 0821 + Pantone 2705 Pantone Rhodamine Red C 11.03 M 91.61 Y 0 K 0 R 231 G 0 B 149 Pantone Neutral Black C 54.05 M 0 Y 8.13 K 0 R 114 G 208 B 235 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% The secondary colour palette provides a colour for product pricing and hierarchy and colours to use when colour printing or reproduction isn’t possible. They should never be used as a tint. The gradient is for use as a backdrop within our communications. It is created using two of our primary colours. The gradient is a 50/50 split between those two colours and should never be used as a tint. Lloyds Online Doctor
    • Brand Identity Design Guidelines 14 Typeface Our typeface is called FSAlbert. It is a functional typeface with a friendly personality and helps to give our communications a distinctive and accessible tone. We speak with confidence and clarity so we use two weights from the FSAlbert family. This ensures that we always have a strong contrast and clear hierarchy within content. AaBbCc Doctor dEeFfGg HhIiJjKk Lloyds MmNn Onlineo PpQqRr SsTtUu VvWw XxYyZz AaBbCc Doctor dEeFfGg HhIiJjKk Lloyds MmNn Onlineo PpQqRr SsTtUu VvWw XxYyZz AaBbCc Doctor dEeFfGg HhIiJjKk Lloyds MmNn Onlineo PpQqRr SsTtUu VvWw XxYyZz FS Albert Regular Usage: — Text — Tables — Product details FS Albert Italic Usage: — Text — Product details FS Albert Exrabold Usage: — Headlines — Text headings — Prices — Website buttons Lloyds Online Doctor
    • Brand Identity Design Guidelines 15 Typography Good typography is vital to the way we connect with our patients. It is important to adhere to some basic rules that will help to maintain a consistent use of our identity. Throughout, we should always speak with FSAlbert. Ranged right Our typography should always be ranged left. This ensures a constant starting point to each line and makes reading more efficient. Too tight We should always use a comfortable amount of line spacing (leading). If line spacing is too open or too tight, legibility is affected. As a rule leading should 3 points greater than the text size. So 20 point text would be set with 23 point leading. Centred Our typography should always be ranged left. This ensures a constant starting point to each line and makes reading more efficient. Too open We should always use a comfortable amount of line spacing (leading). If line spacing is too open or too tight, legibility is affected. As a rule leading should 3 points greater than the text size. So 20 point text would be set with 23 point leading. Justified Our typography should always be ranged left. This ensures a constant starting point to each line and makes reading more efficient. Ranged left Our typography should always be ranged left. This ensures a constant starting point to each line and makes reading more efficient. Correct line spacing (leading) We should always use a comfortable amount of line spacing (leading). If line spacing is too open or too tight, legibility is affected. As a rule leading should three points greater than the text size. So 20 point text would be set with 23 point leading. Correct character spacing Our content should always be consistently spaced and not be too tight or too loose. This creates a more considered typographic style. Spacing too tight Our content should always be consistently spaced and not be too tight or too loose. This creates a more considered typographic style. Spacing too loose Our content should always be consistently spaced and not be too tight or too loose. This creates a more considered typographic style. ALL UPPERCASE OUR CONTENT SHOULD ALWAYS BE SET USING STANDARD CAPITALISATION RULES – UPPERCASE AND LOWERCASE LETTERS SHOULD BE USED THROUGHOUT ALL OF OUR COMMUNICATIONS. all lowercase our content should always be set using standard capitalisation rules – uppercase and lowercase letters should be used throughout all of our communications. Upper and lowercase Our content should always be set using standard capitalisation rules – uppercase and lowercase letters should be used throughout all of our communications. Unaffected FSAlbert should always be used in it’s original form. It is not permissible to change or alter the letterforms. Stretched Condensed Distorted Lloyds Online Doctor
    • Brand Identity Design Guidelines 16 Pictograms One very important aspect of our brand is our consultation and treatment process. It is a simple and discreet process that is central to our offer. We have made it a key aspect of our visual identity by creating a distinctive set of pictograms to communicate the process. The pictograms that represent our ordering process have been developed as an extension of the visual language in our logo. They should be used in our communications to support messaging and information. 1 Complete our confidential medical questionnaire and pay for your consultation. 2 Our registered doctors will post your prescription to you if medically appropriate. 3 Take the prescription to your local pharmacy. That’s it! Pictogram colours Pictograms can be applied in the three colour combinations shown on this page. Lloyds Online Doctor
    • Brand Identity Design Guidelines 17 Connecting line Our logotype forms the cornerstone of our visual language and is accompanied by a connecting line that helps to define and control our communications. The line connects with the underline of our logotype and our pictograms to create a coherent visual device. It can be flexible and configured in different ways to accommodate content and messaging. And it is permissible to create designs without the connecting line. The connecting line should have radius corners that are visually consistent with the logo type underline. Lloyds Online Doctor
    • Connecting line Below are examples of how the connecting line can be applied, with or without pictograms. The connecting line can be used to create areas for content. The line can change direction horizontally but must always align to the margins vertically. Brand Identity Design Guidelines 18Lloyds Online Doctor
    • Brand Identity Design Guidelines 19 Text style guide It is important that these conventions are used at all times. Medicines not Medication Prescriptions not Scripts Lloydspharmacy not Lloyds Pharmacy DrThom not Dr Thom STI not STD chlamydia, hepatitis etc not Chlamydia, Hepatitis Side effects not side-effects (no hyphen) Use the full word for numbers up to and including ten. After that, use figures. (eight, nine, ten, 11, 12) Italics should NOT be used for organisations, so use World Health Organisation, not World Health Organisation Publications, however, SHOULD be italicised. Use The Sunday Times, not The Sunday Times Face to face can function as an adjective or an adverb. Its hyphenation differs in each case: Hyphen for an adjective. No hyphen for an adverb. We do not offer face-to-face services (adjective) We do not see patients face to face (adverb) Log in (separate words, no hyphen) for a verb/action button; Login details (one word) for an adjective. Everyday for a noun or adjective (an everyday scenario) Every day to indicate a period of time (every day I’m hustling) Click & Collect (no inverted commas; capitals for both words), not ‘Click and collect’ Same day Click & Collect not same day click and collect In-pharmacy collection not in-store collection Mail-order for an adjective (mail-order delivery) Mail order (no hyphen) for a noun (you can buy medicines by mail order) Hair loss (no hyphen) not hair-loss or baldness (hair loss is more professional and is free of the negative connotations of baldness) Collection not pickup Use ‘single quotation’ marks, not “double” but if emphasising a word, use italics or underline Alpha-blockers, not alpha blockers Prescription-only medicine not prescription only medicine No one not no-one Next day delivery not next-day delivery Complete an assessment form not fill in Your Patient Record (caps) not our patient record Check-up not check up Long term: if this acts as a noun then don’t use a hyphen (planning for the long term). If it acts to describe something else (as an adverb or adjective) then it should have a hyphen (taking HRT long-term) For future use (or similar phrases) not in advance of need Lloydspharmacy stores not Lloydspharmacies Brand names are capitalised (Viagra), but generics are not (sildenafil) Reduced sex drive not reduced libido Irish-registered not Irish-qualified Write sexually transmitted infections (STIs) (no capitals for the full words, not apostrophe for acronym), not Sexually Transmitted Infections (STI’s) If you are unsure whether to use ‘we’ or ‘us’ (as in ‘we/us doctors want to help you’), drop the noun and the correct pronoun choice will become obvious. (‘We want to help you’ not ‘us want to help you’) Lloyds Online Doctor
    • Brand application The identity elements we have introduced combine to give our communications a unique look and feel which gives us a clear advantage when speaking to existing and potential patients. The following pages show design examples of how they work in application. These examples have been created for your reference and in conjunction with the guidelines they should act as inspiration for your own applications Brand Identity Design Guidelines 20Lloyds Online Doctor
    • Design examples – Advertising A strong point of difference in our communications is our use of messaging. It helps to engage audiences and whenever possible should utilised instead of imagery. Brand Identity Design Guidelines 21Lloyds Online Doctor
    • Design examples – Advertising When our advertising requires imagery, we should always aim to use imagery of our doctors at work. The images should be real and honest and never stock imagery of models. To reinforce this honesty and trust each image should be accompanied by the doctors name, qualifications and registration number. Health Time Money Convenient Women’s and Men’s health assessments and prescriptions, without the cost. www.lloydsonlinedoctor.com Remember the waiting room? Take three easy steps to your prescription and avoid the hassle! www.lloydsonlinedoctor.com 1 Complete our confidential medical questionnaire and pay for your consultation. 2 Our registered doctors will post your prescription to you if medically appropriate. 3 Take the prescription to your local pharmacy. That’s it! All assessments and prescriptions are administered by our expert team of fully qualified doctors. Men’s health assessments and prescriptions without the cost. www.lloydsonlinedoctor.com Dr Tom Brett MBBS FRACGP Medical Council registration number: 401301 Women’s health assessments and prescriptions without the cost. www.lloydsonlinedoctor.com Dr Christina Hennessey MBBS FRACGP Medical Council registration number: 401301 Brand Identity Design Guidelines 22Lloyds Online Doctor
    • Mezzanine Floor 50–54 Wigmore Street London W1U 2AU info@lloydsonlinedoctor.com T 020 7224 2835 www.lloydsonlinedoctor.com Design examples – Stationery Brand Identity Design Guidelines 23 Rachel Carrell Managing Director rachel@lloydsonlinedoctor.com Mezzanine Floor 50–54 Wigmore Street London W1U 2AU T 020 7224 2835 M 07777 777777 www.lloydsonlinedoctor.com Mezzanine Floor 50–54 Wigmore Street London W1U 2AU Rick Sellars Commercial Art 60 Great Suffolk Street London SE1 0BL Dear Rick, There are many variations of passages of Lorem Ipsum available, but the majority have suffered alteration in some form, by injected humour, or randomised words which don’t look even slightly believable. If you are going to use a passage of Lorem Ipsum, you need to be sure there isn’t anything embarrassing hidden in the middle of text. All the Lorem Ipsum generators on the Internet tend to repeat predefined chunks as necessary, making this the first true generator on the Internet. It uses a dictionary of over 200 Latin words, combined with a handful of model sentence structures, to generate Lorem Ipsum which looks reasonable. The generated Lorem Ipsum is therefore always free from repetition, injected humour, or non-characteristic words etc. With kind regards, Stephen 19/06/13 Ref: Design guidelines info@lloydsonlinedoctor.com T 020 7224 2835 www.lloydsonlinedoctor.com Lloyds Online Doctor
    • Design examples – Infomercials Design examples – Website Brand Identity Design Guidelines 24Lloyds Online Doctor
    • Brand identity design guidelines