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Em identity manual_070810

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  • 1. INTRODUCTION LOGO LOGO SIZES CLEAR SPACE PRODUCT LOGOS HOME, OFFICE, ONLINE EYEMAGIANTIONS STUDIO COLOR TYPE STATIONERY SYSTEM BUSINESS CARD INTERNATIONAL BUSINESS CARD LETTER #10 ENVELOPE SHIPPING LABEL TEMPLATES FAX MEMO 3 4 5 6 7 8 9 13 14 15 16 17 18 19 20 21 22 23
  • 2. 3 Our company has been experiencing many positive changes – we have added new people, we’re pursuing new medical verticals, and now we have a new look. Eyemaginations’ visual identity complements our exceptional product line and our efforts to expand into new markets, including Facial Aesthetics, later this year. The quality of our visual communications should reflect the quality of our products in order to have our company stand out from the competition and speak in a clear, refined visual language. As a part of the development of our new visual identity we are implementing this comprehensive set of graphic standards to guide you through the process of writing letters, memos, faxes and other correspondence. It is our intention to have all communications originated by Eyemaginations prepared and sent out in the manner set forth in this document. The visual system presented in this manual is intended to create a more cohesive look for our organization, not only to our clients and prospects, but also to ourselves. To be fully effective, the branding must be reflected in every visual manifestation of the company. This requires the cooperation of everyone at Eyemaginations within all departments—Sales, Marketing, Development, Animation, Operations, Accounting and Customer Service—as well as coordination with outside design and marketing companies. While this manual is fairly comprehensive and provides specifications for many situations, it should also serve as a guide when redesigning existing materials or creating new ones. Our goal is to strengthen public recognition of Eyemaginations to better communicate who we are and what we do. I hope that you share in my excitement with this rebranding. Jeff Peres President + CEO INTRODUCTION
  • 3. 4 The Eyemaginations logo is created by six lines: three equally spaced horizontal lines on top of three equally spaced vertical lines, all: enclosed by a green stroked box. These lines abstractly spell out the letter EM, for Eyemaginations. To the right of the EM box, vertically centered, is Eyemaginations typed out in all caps. The new logo for Eyemaginations should immediately replace any old Eyemaginations logos in use. With the exception of a few instances outlined later in this manual, the EM Box should always be accompanied by Eyemaginations typed out. This is especially important during the first few years as we introduce the new Eyemaginations identity and build recognition of the logo. 1 2 3 1 Standard Corporate Logo 2 Eyemaginations Logotype 3 EM Box LOGO
  • 4. 5 To maintain legibility the Eyemaginations logo should never be used at a width of less than 1.5 in and should always be scaled to equal proportions to ensure no stretching of the logo occurs. LOGO SIZES
  • 5. 6CLEAR SPACE X X X Minimum clear space standards are provided above. The minimum amount of space around the Eyemagintions logo should be measured from the left most side of the box to the right side of the “EM” within the box, as illustrated above. Clear space standards are provided in order to ensure that the Eyemaginations logo is clearly distiguishable in all applications. In all applications maintain clear space as directed. Clear space standards apply only to the corporate logo, and do not apply to product logos.
  • 6. 7 The above marks for the Eyemaginations product line, LUMA, bring the light and spectrum of color essential to digital media and vision into the Eyemaginations identity system. As the first representation of Eyemaginations that many practitioners and patients are likely to experience, the marks for individual vertical markets are selected from the place in the spectrum of color that best represents the particulars of each industry. The specialization of each mark is made explicit in a gray bar at the bottom of each mark. The use of squares for each step of the spectrum, with the careful centering and proportion of the geometric letters spelling LUMA, indicate the precision of the Eyemaginations brand. While the colors change from market to market to provide individuality, the repetition of the same five squares and Eyemaginations EM Box create a distinct brand feel that could not be mistaken in any line up of medical products. PRODUCT LOGOS
  • 7. 8 HOME OFFICE ONLINE HOME OFFICE ONLINE HOME OFFICE ONLINE HOME OFFICE ONLINE HOME, OFFICE, ONLINE To preserve the graphic intensity of the LUMA spectrum, special attention to hierarchy has been used in arranging the 3 tiers of information in the product marks. First, LUMA and the Eyemaginations EM Box are dominant with bold letters and the light-filled colors of the spectrum. Second, the solidity of the gray bar that specifies the vertical market attracts the eye. Third, the designations of Home, Office and Online components are set light and flush with the mark, indicating they are extra information describing the primary product. The Home, Office, and Online marks are supplemental to the primary LUMA marks and are to be used only when applied to a specific component of the LUMA product. These should never be used in instances referring to the LUMA product as a whole.
  • 8. 9HOME, OFFICE, ONLINE Eyemaginations leverages its in-house skills to offer custom 3D design, software development, and technology deployment services uniquely tailored to client specifications. Similarly the logo for Eyemaginations Studio leverages the corporate and product branding. The Eyemagination Studio logo consists of a modified corportate logo on top of six blocks, each containing one letter of “Studio”. Instead of a limited spectrum color palette, like the LUMA products, the Studio logo uses a wider range of colors, referencing the wide array of customized offerings.
  • 9. 10 The colors shown above are an essential component of the Eyemaginations identity system. The Eyemaginations logo should always be shown or printed using the correct corporate colors. The logo should always be printed at 100% and with maximum saturation/ink density. These colors should never be used as a tint or halftone. Careful use of white space is important for all Eyemaginations colors. The beauty of the above colors is best accentuated by contrasting it with a bright, clean white background. As the primary use of the LUMA marks will be digital and therefore viewed on a monitor, the colors of the identity system are specially selected for that purpose. Please note that the appearance of color varies according to monitor settings. Furthermore, each production process and printing surface reproduces color differently. We have selected the closest matches possible for offset printing with a four color process (CMYK) as well as Pantone ink matches for both coated and uncoated papers. Even when printing with a four color process, the specified Pantones should be referenced to ensure accuracy. The LUMA brands rely heavily on color and the proper builds must be used to ensure precision and consistency. 87 181 222 57B6DD 85 0 0 0 PANTONE 306 U PANTONE 2995 C 97 186 212 62BBD3 100 0 15 0 PANTONE 311 U PANTONE 311 C 110 199 189 6DC7BD 65 0 20 0 PANTONE 319 U PANTONE 319 C 110 194 171 6EC3AA 80 0 40 0 PANTONE 3258 U PANTONE 3258 C 122 199 143 7AC690 50 0 40 0 PANTONE 345 U PANTONE 346 C COLOR RGB HEX CMYK PANTONE UNCOATED PROCESS COATED
  • 10. 11 157 196 135 9DC487 50 0 100 0 PANTONE 376 U PANTONE 369 C 180 195 128 B4C380 25 0 95 10 PANTONE 583 U PANTONE 583 C 202 194 120 CAC278 0 0 55 15 PANTONE 611 U PANTONE 612 C 219 192 113 DBC071 0 0 70 5 PANTONE 610 U PANTONE 610 C 234 188 106 EABC6A 0 10 100 0 PANTONE 7406 U PANTONE 7406 C RGB HEX CMYK PANTONE UNCOATED PANTONE COATED 102 98 161 6662A1 100 80 0 0 PANTONE 2746 U PANTONE 2735 C 103 116 177 6774B1 85 50 0 0 PANTONE 7455 U PANTONE 2726 C 105 137 191 6989BF 85 35 0 0 PANTONE 542 U PANTONE 278 C 97 152 202 6198CA 50 5 0 0 PANTONE 291 U PANTONE 292 C 163 165 166 A3A5A6 5 0 0 40 PANTONE Cool Gray 6 U PANTONE Cool Gray 6 U 103 170 211 67AAD3 70 5 5 0 PANTONE 2985 U PANTONE 2985 C RGB HEX CMYK PANTONE UNCOATED PANTONE COATED 188 188 192 B5B6B5 3 0 0 20 PANTONE Cool Gray 4 U PANTONE Cool Gray 4 C bar in all vertical market logos Home/Office/Online Text RGB HEX CMYK PANTONE UNCOATED PANTONE COATED COLOR
  • 11. 12 204 92 126 F05C7E 0 100 0 0 PANTONE 219 U PANTONE 219 C 137 76 148 894C94 70 100 0 0 PANTONE 268 U PANTONE 268 C 242 107 125 F26B7D 0 60 25 0 PANTONE 709 U PANTONE 709 C 154 78 148 9A4E94 50 85 0 0 PANTONE 2593 U PANTONE 2593 C 243 121 123 F3797B 0 50 45 0 PANTONE 486 U PANTONE 486 C 177 75 135 B14B87 35 100 0 0 PANTONE 248 U PANTONE 254 245 141 119 F58D77 0 40 35 0 PANTONE 487 U PANTONE 487 C 203 76 132 CB4C84 15 100 0 0 PANTONE 233 U PANTONE 233 C 246 160 137 F6A089 0 15 15 0 PANTONE 7415 U PANTONE 7415 C 224 81 126 E0517E 0 100 0 0 PANTONE 219 U PANTONE 212 C RGB HEX CMYK SOLID UNCOATED SOLID COATED RGB HEX CMYK PANTONE UNCOATED PANTONE COATED COLOR
  • 12. 13 105 137 191 6989BF 85 35 0 0 PANTONE 542 U PANTONE 278 C 110 194 171 6EC3AA 80 0 40 0 PANTONE 3258 U PANTONE 3258 C 143 210 127 8FD27F 40 0 60 0 PANTONE 367 U PANTONE 368 C 234 188 106 EABC6A 0 10 100 0 PANTONE 7406 U PANTONE 7406 C 243 121 123 F3797B 0 50 45 0 PANTONE 486 U PANTONE 486 C 245 169 126 FEA981 0 35 50 0 PANTONE 7410 U PANTONE 7410 C COLOR RGB HEX CMYK PANTONE UNCOATED PROCESS COATED RGB HEX CMYK PANTONE UNCOATED PROCESS COATED
  • 13. 14 The typeface Gotham, designed by Hoefler & Frere- Jones, is used as the main font family throughout the Eyemaginations identity. Gotham, an elegant sans serif typeface, can be used for applications ranging from signage and headlines to small captions and text. All editable text should be set in Tahoma, a default font on all computers, that can also be used on the web. In the pages to come, typefaces are specified as __PT/ __PT. The first point size corresponds to the size of the type that should be used in that particular application. The number following the slash is the amount of leading (line spacing) that should be used in between lines of text. TYPEFACES GOTHAM NARROW BOOK abcdefghijklmnopqrstuvwzyz ABCDEFGHIJKLMNOPQRSTUVWXYZ GOTHAM NARROW BOLD abcdefghijklmnopqrstuvwzyz ABCDEFGHIJKLMNOPQRSTUVWXYZ TAHOMA REGULAR abcdefghijklmnopqrstuvwzyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
  • 14. Business Cards Letterhead Letterhead 2 #10 Envelope Mailing Label
  • 15. 13 PAPER 3.5 X 2” FONT GOTHAM NARROW BOOK 7 PT/ 8.4 PT GOTHAM NARROW BOLD 7 PT/ 8.4 PT BUSINESS CARD FRONT BACK 600 Washington Ave., Suite 100 Baltimore, MD 21204 Jeffrey W. Peres President & CEO jeff@eyemaginations.com T 410-616-8670 F 410-616-8600 F 410-274-5926
  • 16. 17 FRONT BACK Eyemaginations Europe GmbH Henkenstrasse 91 91052 Erlangen, Germany Robert Habel Managing Director robert.habel@eyemaginations.com T +49-9131-920868-1 F +49-9131-920868-9 C +49-170-7310573 Eyemaginations, Inc. 600 Washington Ave., Suite 100 Baltimore, MD 21204 USA Robert Habel VP of International Sales robert.habel@eyemaginations.com T +49-9131-920868-1 F +49-9131-920868-9 C +49-170-7310573 INTERNATIONAL BUSINESS CARD PAPER 3.5 X 2” FONT GOTHAM NARROW BOOK 7 PT/ 8.4 PT GOTHAM NARROW BOLD 7 PT/ 8.4 PT
  • 17. 18LETTERHEAD 3/4 in 1 1/4 in 1 in 1/2 in 1/2 in1/2 in May 24, 2010 Ms. Marybeth Shaw Principal Shaw Jelveh Design 2443 Maryland Ave. Baltimore, MD 21218 Dear Ms. Shaw, Lorem ipsum dolor sit amet, consectetur adipiscing elit. Mauris tempus eleifend consectetur. Etiam neque mauris, venenatis quis tempor at, dignissim feugiat enim. Nam dignissim urna libero, lobortis pellentesque neque. Praesent luctus fringilla sapien, non hendrerit ante malesuada quis. Phasellus vel tellus eu arcu egestas consequat. Suspendisse arcu lorem, accumsan eget eleifend a, aliquet sit amet eros. Nulla accumsan tempus turpis, ut dapibus ipsum imperdiet quis. Mauris arcu lectus, fringilla eu facilisis vel, euismod id libero. Maecenas lacus ipsum, ultrices in rutrum et, iaculis a metus. Maecenas in auctor neque. Donec tempus est bibendum erat faucibus sit amet lacinia lacus interdum. Phasellus nulla lacus, fringilla a rhoncus sagittis, tincidunt eget justo. Donec ut nisl tortor. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Curabitur facilisis nisl id orci molestie cursus. Proin mattis nibh ac erat dapibus eu condimentum sapien tincidunt. Maecenas sodales diam eu nisi suscipit ut auctor odio porttitor. Etiam convallis vehicula venenatis. Sed condimentum dapibus nisi, eget varius magna hendrerit quis. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Aliquam eu nulla ligula. Proin a lectus felis, vitae iaculis purus. Aliquam ac enim magna, nec luctus massa. Fusce porttitor libero ut sem rhoncus ac feugiat sem vestibulum. Duis iaculis placerat quam non vehicula. Morbi tincidunt convallis commodo. Sincerely, Jeffrey W. Peres President & CEO www.eyemaginations.com 600 Washington Ave,. Suite 100 Baltimore, MD 21204 T 410-616-8670 F 410-616-8660 ONE LINE SPACE ONE LINE SPACE TWO LINE SPACES FOUR LINE SPACES TWO LINE SPACES PAPER 8.5 X 11 ” EDITABLE FONT TAHOMA REGULAR 10 PT/SINGLE SPACE TEMPLATE LETTERHEAD_TEMPLATE.DOC
  • 18. 19 #10 BUSINESS ENVELOPE 9.5 X 4.25” EDITABLE FONT TAHOMA 10 PT/SINGLE LINE SPACING 600 Washington Ave, Suite 100 Baltimore, MD 21204 1/4” 1 1/4” 1/4” 4.75” 3.75”3.75” #10 ENVELOPE Ms. Marybeth Shaw Principal Shaw Jelveh Design 2443 Maryland Ave. Baltimore, MD 21218
  • 19. 20 600 Washington Ave Suite 100 Baltimore, MD 21204 1/4” 1/4” 1 1/4” 1/4” 1/4” 2 3/4” 4” SHIPPING LABEL 3.5 X 5.25” EDITABLE FONT TAHOMA 10 PT/SINGLE LINE SPACING SHIPPING LABEL Ms. Marybeth Shaw Principal Shaw Jelveh Design 2443 Maryland Ave. Baltimore, MD 21218
  • 20. Fax Memo
  • 21. 22 PAPER 8.5 X 11” EDITABLE FONT TAHOMA 10 PT/10 PT (TYPE SHOULD SIT ON TOP OF LINES) TEMPLATE FAX_TEMPLATE.DOC FAX TO: FAX #: # PGS: FR: DA: NOTES FAX eyemaginations.com 3/4” 1/2” 3/4” 2” 1” 600 Washington Ave., Suite 100 Baltimore, MD 21204 T 410-616-8670 F 410-616-8660 www.eyemaginations.com
  • 22. 23 PAPER 8.5 X 11” EDITABLE FONT SIZE TAHOMA 10 PT/10 PT (TYPE SHOULD SIT ON TOP OF LINES) TEMPLATE MEMO_TEMPLATE.DOC MEMO TO: FR: DA: RE: NOTES: 3/4” 1/2” 3/4” 2” 1” MEMO 600 Washington Ave., Suite 100 Baltimore, MD 21204 T 410-616-8670 F 410-616-8660 www.eyemaginations.com