Brand style guide

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Brand style guide

  1. 1. Brand IdentIty GuIdelInes
  2. 2. COntents seCtIOn One - IntrOduCtIOn and BaCkGrOund 1.1 Letter from Director of Consumer Marketing 1.2 Purpose and use 1.3 History of Reliant and the creation of Fraxel Laser Technology 1.4 Relationship between the Fraxel product line and Reliant 1.5 The Fraxel brand mission and corporate statements 1.6 Fraxel Brand Voice and Verbal Attributes 1.7 Audience groups seCtIOn twO - lOGO, standards 2.1 Fraxel Brand Logo and Logotype 2.2 Approved Fraxel Brand Logo Usage 2.3 Approved Fraxel Brand Logo Color Usage 2.4 Product Line Logo Usage - Consumer 2.4.1 Product Line Logo Usage - Consumer 2.5 Product Line Logo Color Usage - B2B 2.6 Logo do’s and don’ts - Do’s 2.7 Logo do’s and don’ts - Dont’s seCtIOn three - tyPOGraPhy 3.1 Typography / Font Family 3.2 Typography Usage 3.3 Product Line references within text - Consumer and B2B seCtIOn FOur - COlOr Palette and PhOtOGraPhy 4.1 Fraxel Brand Corporate Base Color Palette 4.2 Fraxel Product Line Key Color Palette 4.3 Faces 4.4 Abstracts – Horizontal Examples 4.5 Abstracts – Vertical Examples seCtIOn FIve - desIGn systeM 5.1 Design Grid 5.2 Collateral and Advertising - Consumer (Faces of Fraxel) 5.3 Collateral and Advertising - Consumer (Fraxel Lifestyles) 5.4 Collateral and Advertising - Consumer (Product Line Advertising, version 1) 5.4.1 Collateral and Advertising - Consumer (Product Line Advertising, version 2) 5.5 Collateral and Advertising - Consumer (Fraxel Family of Products) 5.5.1 Collateral and Advertising - Consumer (Fraxel Family of Products) 5.6 Collateral and Advertising - B2B (Product Collateral) 5.6.1 Collateral and Advertising - B2B (Product Collateral) 5.7 Collateral and Advertising (Invitation 1) 5.8 Collateral and Advertising (Invitation 2) 5.9 Collateral and Advertising (Fraxel.com) © 2008 reliant technologies, Inc.
  3. 3. What began in 2001 as a group of scientists uniting to create a new solution for aging seCtIOn 1 – IntrOduCtIOn and and sun-damaged skin, has quickly evolved into the industry standard for laser-based, BaCkGrOund non-surgical skin resurfacing treatments. 1.1 Letter from Director of The rapid adoption of Reliant’s true fractional lasering technology is no surprise and the Consumer Marketing success of our Fraxel® product line is certainly no accident. Rather, it is the culmination of steady, methodical advancement based on sound ideals and a well-defined product plan for sustained growth. As Fraxel product offerings continue to grow and develop, managing the value of the Fraxel brand becomes more and more important. Just as the Fraxel product line is fueled and directed by a deliberate plan, this document serves as the plan for managing and building the Fraxel brand. Built on a solid brand foundation this document outlines the tools at our disposal to help all communications maintain consistency as we continue our rapid growth. The Fraxel brand standards and usage guide serves as the definitive brand identification system for the Fraxel product line guiding the development and presentation of messaging to each of our target groups. This system is the culmination of market research and strategic choices, as well as extensive experience in the management and activation of similar brands. These guidelines offer simple directions and guardrails to keep the Fraxel brand identity on track, assuring unity, consistency and, we hope, a resource to answer your questions and make your job a little easier. Jim Venable Director of Consumer Marketing 1.1
  4. 4. This manual is intended to guide team resources responsible for implementing brand seCtIOn 1 – IntrOduCtIOn and messaging and visual communications for the Fraxel® brand. The principles set forth are BaCkGrOund meant to channel and enable – rather than inhibit – creativity. As such, they should always be implemented with sound judgment based on established design principles with an eye on 1.2 Purpose and use elevating message and enhancing consistency across all communications. The standards outlined within this document are to be followed by every individual responsible for the design and application of printed and web applications for the Fraxel brand. 1.2
  5. 5. About Reliant Technologies In 2001, a group of prominent laser scientists, leading clinicians, and business executives seCtIOn 1 – IntrOduCtIOn and came together with a shared vision. They vowed to bring a new intelligence and a fresh approach to the problems of aging and sun-damaged skin. Their work would lead to BaCkGrOund the creation of a new science and clinical approach that would fulfill the promise of laser 1.3 History of Reliant and the creation of Fraxel Laser medicine. Technology The Reliant team created a breakthrough in laser delivery by focusing on “true fractional” laser treatments. In the hands of clinicians worldwide, the proprietary Fraxel technology platform has changed the treatment paradigm, elevating results and making new, safer treatment options available to patients around the globe. With this revolutionary technology and growing product portfolio, the Fraxel® brand is positioned for growth and prepared to meet the challenges of the future, by becoming the new market leader in aesthetic laser medicine and surgery. About Fraxel Laser Technology and the Fraxel Product Line Think of pixels in a photo when you think of Fraxel® Laser Treatment (FLT). If you look at a newsprint photo up close, you’ll see that the image is actually comprised of thousands of tiny spots of ink. Similarly, Fraxel Laser Technology produces thousands of tiny treatment zones on skin, but just as important are the areas of skin the Fraxel laser leaves untouched. The Fraxel laser is so precise that it penetrates through the first layer of skin, as if it were a window, and leaves it completely intact. For every microscopic treatment zone the laser targets and treats intensively, it leaves the surrounding tissue unaffected and intact. This truly “fractional” treatment allows the skin to heal much faster than if the entire area were treated at once, using the body’s natural healing process to create new, healthy tissue to replace skin imperfections. 1.3
  6. 6. The Fraxel® product line – including Fraxel re:fine™, Fraxel re:store™, Fraxel re:pair® seCtIOn 1 – IntrOduCtIOn and and Fraxel Skin Ecology System – comprises one of the family of products under the BaCkGrOund Reliant corporate umbrella. 1.4 Relationship between the Fraxel product line and Reliant Though a part of the larger corporate entity, the Fraxel brand is distinct in look, feel and tonality. The relationship to the corporate brand – especially in consumer-facing messaging – is rarely overt or direct, with the brand instead relying on its own independent voice to communicate brand benefits. 1.4
  7. 7. As a basic building block for consistent communications, we have developed key seCtIOn 1 – IntrOduCtIOn and message statements and phrases to provide a verbal snapshot of what the Fraxel® BaCkGrOund brand stands for. Key messages can be applied to boilerplate statements in press releases or to introduce the company in a brochure or a lecture. 1.5 The Fraxel brand mission and corporate statements About the Fraxel Systems The Fraxel® family of products, which includes the Fraxel re:pair®, Fraxel re:store™ and the Fraxel re:fine™ laser systems, has quickly become the industry standard for fractional aesthetic skin treatment. Unlike traditional laser devices, Fraxel brand laser systems treat microscopic volumes of skin with each unique pulse, leaving the surrounding area intact for fast healing. Fraxel lasers have received multiple FDA clearances and have been found safe and effective in treating many areas of the face and body. The Fraxel Skin Ecology System is the only uniquely formulated cosmeceutical line designed to enhance the experience of Fraxel treatment. The versatility of the product line ensures that patients can choose the best treatment for various stages of their lives as their skin care needs evolve. About Reliant Technologies Reliant Technologies develops clinical solutions to rejuvenate aging and environmentally damaged skin. Reliant is dedicated to providing the most ergonomic and effective products to the global aesthetic marketplace. The company pioneered the development of fractional laser resurfacing that relies on novel high-speed scanning systems and the Intelligent Optical Tracking® system to produce safe and effective results with minimal recovery time. Reliant is based in Mountain View, CA. For more information, visit www.fraxel.com. 1.5
  8. 8. In all verbal and written communication, the Fraxel® brand voice should sound like seCtIOn 1 – IntrOduCtIOn and that of an expert – albeit an approachable expert – who explains technology and user BaCkGrOund benefits simply, in transparent and easy-to-follow language. The brand vocabulary should be one of plain speak over technical, clear language as opposed to obtuse, short 1.6 Fraxel Brand Voice and Verbal Attributes words instead of long. Reliant has defined several key, elemental words that quickly and clearly define the Fraxel brand and product line – the Fraxel Verbal Brand Attributes. These terms should be communicated as often and as clearly as possible in the expression of the Fraxel brand and its applications. Each piece of communication from press releases to collateral pieces should be checked for alignment and incorporation (but not overuse) of these brand attributes. Brand Attributes: Contemporary Prestigious Accessible Luxury Aspirational Credible Quality Safe Innovative 1.6
  9. 9. Every piece of brand communication should be targeted to specific audience groups to seCtIOn 1 – IntrOduCtIOn and address their specific needs, questions or concerns. That said, often times consideration BaCkGrOund must be given to multiple audiences that will be exposed to any single communications piece. 1.7 Audience groups Core audiences for the Fraxel product line include: Consumers and Consumer Influencers Target Segments Consumer Media Physicians and Clinicians Plastic Surgeons Dermatology Professionals Non-Core MDs (OB/Gyns, GP, etc.) MedSpas Internal Employees Board of Directors Peer Community Corporate Partners Industry Media Competitors Recruits 1.7
  10. 10. Brand IdentIty GuIdelInes SECTION 2 - LOGO, STANDARDS
  11. 11. seCtIOn 2 - lOGO, standards The Fraxel® Brand Logo is made up of the Fraxel The Fraxel logomark is based on the 2.1 Fraxel Brand Logo and Logotype logotype and logomark which together serve golden section, a mathematical formula of as the visual cornerstone of our brand. proportion used by artists and architects in the Renaissance that was thought The Fraxel logotype is Contemporary, to be most aesthetically pleasing of all Accessible, Credible, Quality and Innovative. proportions. The Fraxel logomark marries the elegance of mathematical logic and the freedom of organic growth to create a spiraling abstraction that feels both natural and precise. It alludes to both the technology of the Fraxel product line and the process of growth and regeneration the brand uniquely enables. 2.1
  12. 12. seCtIOn 2 - lOGO, standards The Fraxel® Brand Logo consists of two graphic Clearance 2.2 Approved Fraxel Brand Logo Usage elements - the logotype and logomark – that Always ensure that the proper amount of are never to be separated. The proportions of clearance space separates the Fraxel Brand these two elements are also a constant not to Logo from any other graphic elements. (See be altered. Only approved logo artwork is to clear-space matrix below.) be used for any brand communications. For access to approved logo artwork in a variety of formats, contact brand@fraxel.com. Burgundy (Coated) Burgundy (Uncoated) Pantone PMS 7421c Pantone PMS 7421u cmyk 0 100 30 60 cmyk 0 100 30 60 RGB 120 0 50 WEB #660033 x x x x clear-space matrix x Minimum Print Size Minimum Online Size 1.00” 72 pixels 2.2
  13. 13. seCtIOn 2 - lOGO, standards Color Application 2.3 Approved Fraxel Brand Logo There are three color options for the Fraxel® When applying the Fraxel Brand Logo to Color Usage Brand Logo a photographic or patterned background, 100% PMS 7421 (preferred) place it over areas of even color and detail 100% Black to ensure optimal legibility and to maintain 100% White reversed out of a black field. the balance (please refer to page 2.7 of this (See illus. x, color options.) document for reference.) The Brand Logo can also be embossed. Registration The registration “®” symbol must always appear the same color as the logotype. 1-color signature 100% Black signature Reversed White signature 2.3
  14. 14. seCtIOn 2 - lOGO, standards As the Fraxel® family of products continues to Fraxel Consumer Product Lines include: 2.4 Product Line Logo Usage - Consumer grow, it will become even more important to Fraxel re:pairtreatment™ maintain a balance between product family Fraxel re:storetreatment™ branding – the Fraxel brand name – and the Fraxel re:finetreatment™ individual product identity for each products Fraxel Skin Ecology System and service. Product distinction must coexist within an overarching brand framework. Only Approved Fraxel Product Line Logo approved artwork can be used. Applications The Fraxel Product Line logos follow the same design principles as the Fraxel umbrella brand. x x x x x x x x x x x x x x x Minimum Print Size Minimum Online Size 1.00” 1.00” 1.00” 72 pixels 2.4
  15. 15. seCtIOn 2 - lOGO, standards Color Application 2.4.1 Product Line Logo Usage - Consumer The Fraxel® Product Line Logos are made up of When applying the Fraxel Product Logos to the Product Line Key Color Palette (page 4.2), a photographic or patterned background, PMS 7421 and 100% and 60% Black. In order place it over areas of even color and detail to maintain consistency, the preferred use of to ensure optimal legibility and to maintain the Fraxel Brand Logo is the 4-color version on the balance (please refer to page 2.7 of this a white background. document for reference.) When printing, it is preferred that PMS 7421 Registration be reproduced as a spot color. If the budget The registration “®” symbol will always dictates, Product Line Logos can be printed in appear the same color as the logotype. one-color black (with the word “treatment” printing in 60% black), or reversed to 100% white (with the words “re” and “pair” in 60% black). Product Line Logos may also be embossed. Corporate Base Color Palette Burgundy Black 60% Blk PMS 7421c CMYK 0 0 0 100 CMYK 0 0 0 60 CMYK 0 100 30 60 RGB 0 0 0 RGB 153 153 153 RGB 120 0 50 WEB #000000 WEB #999999 WEB #660033 4-color signature 2-color signature 100% Black and 60% Black signature Reversed White and 60% Black signature Product Line Key Color Palette re:pair re:store re:fine PMS 5275 PMS 5773 PMS 471 CMYK 60 47 00 30 CMYK 35 09 63 14 CMYK 00 59 100 18 RGB 85 98 147 RGB 152 173 112 RGB 206 112 25 WEB #556293 WEB #98AD70 WEB #CE7019 2.4.1
  16. 16. seCtIOn 2 - lOGO, standards Business To Business Application 2.5 Product Line Logo Color Usage - B2B Use B2B logo configurations when targeting When applying the Fraxel® Product messaging to businesses audience groups, Logos on a photographic or patterned i.e., Physicians and Clinicians. Product line background, place it over areas of even descriptors underneath the Fraxel Logo have color and detail to ensure optimal legibility been designed to relay only the product name. and to maintain the balance (please refer to The treatment of the text and the color palette page 2.7 of this document for reference.) remain the same and the overall appearance takes on very direct feel. Registration The registration “®” symbol will always appear the same color as the logotype. 2.5
  17. 17. seCtIOn 2 - lOGO, standards The Fraxel® Brand Logo and the Fraxel Product dark background, the signature should be 2.6 Logo do’s and don’ts Line Logos have been designed for use in reproduced in white and 60% black Shown a wide variety of mediums and for various on page 2.5. collateral applications. Do’s If the background is light in color, the signature should be used as recommended in two colors. Whenever the signature appears on a Acceptable color usage: 4 color product line logo on white and image color background. Acceptable color usage: 2 color product line logo on white and image color background. Acceptable color usage: Reversed white on PMS 7421 color background. Acceptable color usage: 2 color product line logo on PMS 8001 or warm grey 4 color background. Acceptable color usage: 2 color product line logo on PMS 7401 color background. Acceptable color usage: Reversed white on an environmental background. 2.6
  18. 18. seCtIOn 2 - lOGO, standards As visual illustration of the high-level Fraxel® 2.7 Logo do’s and don’ts Brand and Product Logo guidelines, below are a few examples of common misuses. Dont’s Do not use the Fraxel Brand Logomark as a Do not change the color on Fraxel Do not reposition the Fraxel product outline element. product line logomark. line logo. Do not change the color on the Fraxel Do not change the placement on Fraxel Do not use different font on the Brand Logomark. product line logo. product line logo. treatment Do not reposition the Fraxel Brand Do not change dot placement on Fraxel Do not change color on the Logomark. product line logomark. Fraxel product line logo. Do not position the Fraxel Brand Logo angled Do not use the Fraxel logomark as a graphic element or pattern. and/or place on separate color background. The logotype and logomark must not be separated. 2.7
  19. 19. Brand IdentIty GuIdelInes SECTION 3 - TYPOGRAPHY
  20. 20. seCtIOn 3 - tyPOGraPhy The core type font for the Fraxel® brand is Frutiger’s simple and legible character 3.1 Typography / Font Family Frutiger. Different weights and variations within parallel and support many of the Fraxel® the Frutiger font family are designated by the Brand Verbal Attributes: Contemporary, use of numbers rather than names to eliminate Accessible, Credible, Quality and Innovative. naming confusion. The font may be used in any Frutiger font weights, with the exception of the Ultra 95 font set. Frutiger 45 Light Frutiger 76 Black Italic ABCDEFGHIJKLMNOPQRSTUV W X Y Z ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuv wxyz abcdefghijklmnopqrstuvwxyz 1234567890., ;:?!@ &*( ) [] { } _ 1234567890., ;:?!@&*()[]{}_ Frutiger 46 Light Italic Frutiger 47 Light Roman Condensed ABCDEFGHIJKLMNOPQRSTUV W X Y Z ABCDEFGHIJKLMNOPQRSTUV W XYZ abcdefghijklmnopqrstuv wxyz abcdefghijklmnopqrstuv wxyz 1234567890.,;:?!@&*( ) []{ }_ 1234567890., ;:?!@&*() [] { } _ Frutiger 55 Roman Frutiger 57 Condensed aBCdeFGhIJklMnOPQrstuv w X yZ ABCDEFGHIJKLMNOPQRSTUV W X YZ abcdefghijklmnopqrstuv w x yz abcdefghijklmnopqrstuv wxyz 1234567890., ;:?!@&*( ) [] { } _ 1234567890., ;:?!@&*( ) [] { } _ Frutiger 56 Italic Frutiger 67 Bold Condensed ABCDEFGHIJKLMNOPQRSTUV W X Y Z ABCDEFGHIJKLMNOPQRSTUV WX YZ abcdefghijklmnopqrstuv w x yz abcdefghijklmnopqrstuv w x yz 1234567890., ;:?!@&*( ) [] { }_ 1234567890., ; :?!@&*( ) [] { } _ Frutiger 65 Bold Frutiger 77 Black Condensed ABCDEFGHIJKLMNOPQRSTUV W X YZ ABCDEFGHIJKLMNOPQRSTUV W X Y Z abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuv w x yz 1234567890., ; :?!@ &*( ) [ ] { } _ 1234567890., ; :?!@&*( ) [ ] { } _ Frutiger 66 Bold Italic Frutiger 87 Extra Black Condensed ABCDEFGHIJKLMNOPQRSTUV W X YZ ABCDEFGHIJKLMNOPQRSTUV W X YZ abcdefghijklmnopqrstuv wxyz abcdefghijklmnopqrstuv w x yz 12345678 90., ; :?! @&*( ) [] { }_ 123456789 0., ; :?!@ &*() [ ] {}_ Frutiger 75 Black ABCDEFGHIJKLMNOPQRSTUV WXYZ abcdefghijklmnopqrstuvwxyz 1234567890., ; :?!@ &*()[] {}_ 3.1
  21. 21. seCtIOn 3 - tyPOGraPhy Below are a few guideline examples of the 3.2 Typography Usage Frutiger font family, weight, size and leading for common usages. Font call-outs to be added in lIFe ChanGes yOur skIn. mechanical process. FRAXEL ® TREATMENT REVIVES IT. turn back the clock with Fraxel re:store treatment. Regain your youthful appearance with the revolutionary new Fraxel treatment. Imagine going back to a time before you worshipped the sun, before teenage hormones made your skin break out, before your little one was even a glimmer on the horizon. Imagine waking up and not only feeling ten years younger, but also looking it. Fraxel treatment is a safe, noninvasive way to reveal healthy, luminous skin, with minimal downtime. Fraxel treatments reduce the appearance of the fine lines, sun spots and those dreaded wrinkles from around your eyes. When life changes your skin, call us today to learn how Fraxel treatment can help your restore it. INTRODUCTORY OFFER save up to $XXX on your Fraxel treatment series. For Information, please contact: Dr. Sample, M.D.,F.A.C.S. XXXX Street Name, Ste. XXX City, State XXXXX Call XYZ office to schedule your appointment. (456) 123-4567 www.webaddress.com PM 10-D4432-L504 Date 1 02008 Reliant Technologies, Inc Fraxel, the Fraxel logo, Fraxel re:store and the Fraxel re:store statement are trademarks or registered trademarks of Reliant Technologies, Inc. 3.2
  22. 22. seCtIOn 3 - tyPOGraPhy Product Line references are to be used in products other than the examples above 3.3 Product Line references within heading or body text as shown below. All should be initial caps and non-italic. text - Consumer and B2B instances of the following brand references in copy, such as Fraxel re:pair, Fraxel re:store or Fraxel re:fine, should be italicized and treated as shown. Fraxel trademarked lines and Fraxel® Italicized 100% Product Color Consumer Stand alone product line text Fraxel re:pairtreatment ™ Italicized Fraxel 100% PMS 7421 Italicized 100% PMS 7421 Italicized 100% PMS 7421 Superscript 100% PMS 7421 Italicized 100% Product Call B2B Stand alone product line text Fraxel re:pair ® laser Italicized 100% PMS 7421 Italicized 100% PMS 7421 Italicized 100% PMS 7421 Italicized 100% PMS 7421 Superscript 100% Black Roman 100% Black Consumer Product line text Results You Can See and Feel. Fraxel re:pair® treatment is a revolutionary new way to correct aged and damaged skin - without the prolonged downtime or adverse reactions of other resurfacing procedures. B2B Product line text Defining a new standard for aesthetic laser skin treatment. The pioneers of fractional resurfacing bring you the Fraxel re:fine™ laser as an additional choice for the skin rejuvenation. Italicized 100% Black Superscript Other Reliant trades treatment Fraxel® family of products (HEADING OR TEXT) Results You Can See and Feel.® Fraxel® family of products results you Can see and Feel® 3.3
  23. 23. Brand IdentIty GuIdelInes SECTION 4 – COLOR PALETTE AND PHOTOGRAPHY
  24. 24. seCtIOn 4 – COlOr Palette & The Fraxel Brand Corporate Base Color Palette page. White is the dominant background color is to be used whenever general Fraxel brand and should be used in most cases. The accent PhOtOGraPhy communication materials are being developed. colors should be used as backgrounds only 4.1 Fraxel Brand Corporate Base Color guidelines relating to general Fraxel Logo when they are needed to provide variety, or to Color Palette and type treatments can be found in section differentiate sections. Accent colors are used to two of this document, Later, in section five this emphasize and highlight information and also color palette’s use is demonstrated in general used for backgrounds. Fraxel advertising and collateral applications. PMS 7421, burgundy, is the driver of our brand Please notice how this base color palette is colors. When combined with our metallic silver, used to differentiate the general Fraxel brand PMS 8001, PMS Warm Gray 4, along with an image from the Fraxel product line. Find the application of white, the Fraxel brand really Product Line Key Color Palette on the following comes to life. FRAXEL BRAND CORPORATE PMs 7421 PMs 8001 (Metallic silver) BASE COLOR PALETTE CMyk 0 100 30 60 CMyk 51 43 45 8 rGB 120 0 50 rGB 110 109 106 weB #660033 weB #6e6d6a PMs warM Gray 4 BlaCk CMyk 0 4 9 24 rGB 202 194 184 weB #bdb6b1 ACCENT PMs 7401 CMyk 0 4 18 0 rGB 255 255 204 weB #ffffcc PREFERRED BACKGROUND whIte 4.1
  25. 25. seCtIOn 4 – COlOr Palette & Each product in the Fraxel® Laser Treatment overall brand image. Examples of Product Line line is represented by a color in the Fraxel color usage can be located on pages 2.4 - 2.6, PhOtOGraPhy Product Line Key Color Palette. Colors from also 5.4 and 5.4.1. When a Fraxel Product is 4.2 Fraxel Product Line Key Color Palette the Primary Color Palette have also been highlighted in text, the burgundy, PMS 7421, included in the Fraxel Product Line Key Color is the anchor color and the associated Product Palette ensuring a close association with the Line color is used as shown below. FRAXEL PRODUCT FRAXEL re:fine™ FRAXEL re:store™ FRAXEL re:pair® FRAXEL LINE KEY COLOR Skin Ecology System PALETTE Fraxel re:pair® Fraxel Fraxel re:fine™ Fraxel re:store™ PMs 5275 Skin Ecology System PMs 471 PMs 5773 CMyk 60 47 00 30 CMyk 00 59 100 18 CMyk 35 09 63 14 PMs 7407 rGB 85 98 147 rGB 206 112 25 rGB 152 173 112 CMyk 19 25 100 0 weB #556293 weB #Ce7019 weB #98ad70 rGB XXX X XX weB #XXXXXX Fraxel re:fine Orange: Fraxel re:store Green: Fraxel re:pair Blue: Fraxel Skin Ecology System Gold: Signifying transition This soft green is This deep rich and a youthful, glowing abundant in nature and blue embodies the Denoting prestige, vibrancy, this warm hue signifies health, renewal intelligence and luxury and grandeur, conjures the movement and the subtle, natural confidence that comes this rich color is the into something new, regrowth that the with experience as well embodiment of the the sunrise that comes Fraxel re:store product as the subtle restorative Fraxel Brand Attributes between darkness promotes. power of the Fraxel and the ability of the and daylight and re:pair product to Fraxel Skin Ecology the opportunity of a cool the aging process System to bring skin refreshing rejuvenation and a return the fresh to its full wealth and that Fraxel re:fine vibrancy of youth. potential. product provides. FRAXEL CORPORATE BACKGROUND BASE COLOR PALETTE PMs 7421 PMs warM Gray 4 BlaCk PMs 7401 CMyk 0 100 30 60 CMyk 0 4 9 24 CMyk 0 0 0 1 0 0 CMyk 0 4 18 0 rGB 120 0 50 rGB 202 194 184 rGB 153 153 153 rGB 255 255 204 weB #660033 weB #bdb6b1 weB #999999 weB #ffffcc FRAXEL PRODUCT LINE TYPE COLOR EXAMPLE Fraxel re:finetreatment™ Fraxel re:storetreatment™ Fraxel re:pairtreatment™ Fraxel Skin Ecology System 4.2
  26. 26. seCtIOn 4 – COlOr Palette & Photographic imagery should enhance and elsewhere). Typically, Fraxel consumer portraits support the essence of the Fraxel® Brand are silhouetted from their original background PhOtOGraPhy Verbal Attributes through our brand voice – and instead inhabit a white or abstract 4.3 Faces contemporary, prestigious, accessible luxury, background. credible, quality and innovative – all while complementing the clear and sophisticated Tone look of our brand. Attitudinally, Fraxel portrait faces typically include: When it comes to photography use, often times • A look of subtle confidence or conspiratorial the medium drives usage parameters. These spirit are not hard-and-fast rules. Whenever possible, • An aspirational attractiveness, but not color imagery is preferred for use with all “supermodel” advertisements and marketing materials. • A real-life, real-world look and setting • Easily clipped/silhouetted background Posing The consumer portrait photography used Composition with the Fraxel brand should be realistic, Portrait photos should be cropped tightly casually-posed shots that show full facial around the face, with no discernible features. Subjects should appear in naturally lit background showing. Portraits with stylized environments, facing or looking at the camera “technique” elements such as blurring or forced (or at least squared to camera with visual focus perspective should be avoided. CORRECT INCORRECT Do not use photographs with Do not use photographs that look Do not use photographs with artificial busy backgrounds. mediocre—through subject matter, style lighting or showing heavily made-up or when cropped. models. 4.3
  27. 27. seCtIOn 4 – COlOr Palette & Abstracts environmental factors that affect our skin. The Abstract environment photography consists of images should not be overtly representational, PhOtOGraPhy out-of-focus photographs of real environments. since they are intended to communicate 4.4 Abstracts – Horizontal Examples These images create a narrative about the an impression rather than convey specific world we live in, which includes different information. CORRECT 4.4
  28. 28. seCtIOn 4 – COlOr Palette & The out-of-focus effect is created in-camera, restricted to full-bleed backgrounds or at a and whenever possible, images should not be minimum, bleeding off at least two edges of PhOtOGraPhy blurred digitally. Use of abstracts should be the page or panel. 4.5 Abstracts –Vertical Examples CORRECT 4.5
  29. 29. Brand IdentIty GuIdelInes SECTION 5 – DESIGN SYSTEM
  30. 30. seCtIOn 5 – desIGn systeM The Fraxel® grid is a precisely constructed brand consistency among multiple collateral 5.1 Design Grid system of underlying divisions that indicate documents. The Fraxel brand uses a 10-column where you place type, images and other grid that provides flexibility when creating a elements on the page. The grid provides variety of collateral materials. the framework for your designs and ensures .8” 2.2” Ten vertical columns and seven Fraxel Brand Treatment logo horizontal rows divide the space on right top corner location of each page. A space of 0p9 should be used between each grid unit. Preferred logo placement on grid .8” bottom x height of logotype 2.2” left align logotype Images should always align within the grid Plan for empty space. INTRODUCTORY OFFER LIFE CHANGES YOUR SKIN. Save up to $XXX on your FRAXEL® TREATMENT REPAIRS IT. Fraxel Treatment Series Sometimes it’s polite to stare. Rejuvenate your skin. Results so dramatic you’ll For information, please contact: love looking in the mirror. Dr. Sample, M.D., F.A.C.S. xxxx Street Name, Ste. xxx Turn back the clock with Fraxel re:pair™ treatment. City, State xxxxx Imagine looking into the mirror and appearing as energetic, Call XYZ Office to schedule youthful and confident as you feel. your appointment With Fraxel re:pair treatment, dramatic results are just a single (456) 123-4567 ™ treatment away. This revolutionary new procedure delivers smoother, tighter skin … reduced wrinkles and improved tone www.webaddress.com and texture. All without surgery or prolonged downtime. Call us today to schedule your appointment. PN 10-04380-LS01 Rev 1 ©2008 Reliant Technologies, Inc. Fraxel , the Fraxel logo, Fraxel re:pair and the Fraxel re:pairtreatment are trademarks or registered trademarks of Reliant Technologies, Inc. Other names and brands may be claimed as the property of others. 00487 (01/08) Newspaper_repair_Mat_FullPage_Fin.indd 1 2/5/08 1:35:39 PM Text or images can span one-column or occupy multiple columns Allow space for side bar, it can occupy multiple columns 5.1
  31. 31. seCtIOn 5 – desIGn systeM When the Fraxel® Brand Identity guidelines and coming together and the strength and 5.2 Collateral and Advertising - Consumer graphic elements come together, they result in consistency of the total system. powerful, consistent marketing material which Faces of Fraxel reinforce the Fraxel brand attributes and project Faces of Fraxel a high-quality corporate image. Each individual Our Faces of Fraxel advertising campaign The following pages contain examples piece of Fraxel brand communication relates highlights the confident fresh faces and healthy of advertising and collateral material, to the larger Fraxel brand story and form a luminous skin of individuals who represent post highlighting the final design details, such strong structure of corporate communication. Fraxel treatment. as the key color palette for Fraxel products, The following pages demonstrate the pieces body text and logo placement. When selecting an image, show real people, simple background, eye contact, portraits with Use PMS7401 Fraxel Brand Treatment logo a clear focal point is more engaging cmyk mix on right top corner location 0.13” rounded corner with 0.25” 0.25” away from trim LIFE CHANGES YOUR SKIN. INTRODUCTORY OFFER FRAXEL® TREATMENT RESTORES IT. Save up to $XXX on your Turn back the clock with Fraxel re:store treatment. Fraxel Treatment Series Regain your youthful appearance with the revolutionary new Fraxel treatment. For information, please contact: Dr. Sample, M.D., F.A.C.S. Imagine going back to a time before you worshipped the sun, before xxxx Street Name, Ste. xxx teenage hormones made your skin break out, before your little one City, State xxxxx was even a glimmer on the horizon. Imagine waking up and not only Call XYZ Office to schedule feeling ten years younger, but also looking it. your appointment (456) 123-4567 Fraxel treatment is a safe, noninvasive way to reveal healthy, luminous skin, with minimal downtime. Fraxel reduces the appearance of fine lines, sun spots and those dreaded wrinkles from around your eyes. www.webaddress.com When life changes your skin, call us today to learn how Fraxel treat- ment can help your restore it. LIFE CHANGES YOUR SKIN. INTRODUCTORY OFFER and brands may be claimedTechnologies, Inc. Fraxel , the Fraxel logo, Fraxel re:store and the Fraxel re:storetreatment are trademarks or registered trademarks of Reliant Technologies, Inc. PN 10-04432-LS04 Rev 1 ©2008 Reliant Other names as the property of others. 00534 (02/08) Transparency-Normal 45% FRAXEL® TREATMENT RESTORES IT. Save up to $XXX on your Turn back the clock with Fraxel re:store treatment. Fraxel Treatment Series 10-04432-LS04R1Fin_00534_restore_Blonde_FullPage_grey.indd 1 2/7/08 2:10:02 PM Regain your youthful appearance Legal text- Frutiger 45 Light with the revolutionary new Fraxel treatment. For information, please contact: 6/6pt U/L case. Color-100Blk Dr. Sample, M.D., F.A.C.S. LIFE CHANGES YOUR SKIN. INTRODUCTORY OFFER Imagine going back toFRAXEL TREATMENT RESTORES IT. ® a time before you worshipped the sun, before xxxx Street up to $XXX on your Save Name, Ste. xxx Turn back the clock with Fraxel re:store treatment. Fraxel Treatment Series City, State xxxxx teenage hormones made your skin break out, before your little one was even a glimmer on the horizon. youthful appearance not only Regain your Imagine waking up and Call XYZ Office to schedule feeling ten years younger, but also looking it. with the revolutionary new Fraxel treatment. your appointment please contact: For information, Dr. Sample, M.D., F.A.C.S. (456) 123-4567 Fraxel treatment is a safe, noninvasive way to reveal healthy, luminous skin, with minimal downtime.going back to a time before you worshipped the sun, before Imagine Fraxel reduces the appearance of fine xxxx Street Name, Ste. xxx lines, sun spots and those dreaded wrinkles your skin break out, before your little one teenage hormones made from around your eyes. City, State xxxxx www.webaddress.com When life changes your skin, call us today the learn how Fraxel treat- and not only was even a glimmer on to horizon. Imagine waking up Call XYZ Office to schedule ment can help your restore it. years younger, but also looking it. feeling ten your appointment (456) 123-4567 Fraxel treatment is a safe, noninvasive way to reveal healthy, luminous skin, with minimal downtime. Fraxel reduces the appearance of fine PN 10-04433-LS04 Rev 1 ©2008 Reliant Technologies, Inc. Fraxel , the Fraxel logo, Fraxel re:store and the Fraxel re:storetreatment are trademarks or registered trademarks of Reliant Technologies, Inc. lines, sun spots and those dreaded wrinkles from around your eyes. www.webaddress.com Introductory offer heading-Frutiger 65 Bold 10pt all caps Other names and brands may be claimed as the property of others. 00534 (02/08) When life changes your skin, call us today to learn how Fraxel treat- ment can help your restore it. 10-04433-LS04_R1Fin_0534_restore_Latino_FullPage_grey.indd 1 2/7/08 2:17:29 PM Color-0c, 100m, 30y, 60k PN 10-04433-LS04 Rev 1 ©2008 Reliant Technologies, Inc. Fraxel , the Fraxel logo, Fraxel re:store and the Fraxel re:storetreatment are trademarks or registered trademarks of Reliant Technologies, Inc. Other names and brands may be claimed as the property of others. 00534 (02/08) 10-04433-LS04_R1Fin_0534_restore_Latino_FullPage_grey.indd 1 2/7/08 2:17:29 PM Introductory offer text-Frutiger 55 Roman12/12pt U/L case Body text-Frutiger 45 Light 8/12pt U/L case. Color-100 blk Color-0c, 100m, 30y, 60k Second level Sub-heading-Frutiger 65 Bold 10/11pt U/L case. Color-100 blk Doctor Information text- Frutiger 55 Roman and 65 Bold 11/14pt U/L case. First level Sub-heading-Frutiger 55 Roman 8/11pt U/L case. Color-100 blk Color-0c, 100m, 30y, 60k Main heading-Frutiger 55 Roman and 65 Bold 14/15pt all caps. Color-100 blk Side bar color- 21c, 20m, 25y, 0k Transparency-Normal 35% 5.2
  32. 32. seCtIOn 5 – desIGn systeM The Fraxel Lifestyles advertising campaign the ad give the feeling of someone telling the 5.3 Collateral and Advertising - Consumer highlights individuals and their stories. “Life story of issues they have had with their skin and in progress” imagery and specific verbal how a specific Fraxel® Laser Treatment product Fraxel Lifestyles messaging, directly relating to the person in helped them regain their youthful appearance. When selecting an image, show real people, eye contact, portraits should always appear natural, not posed and with an over stylish blur should be avoided. “NO ONE CAN TELL I’ve spent a lifetime worshipping the sun.” Regain your youthful appearance INTRODUCTORY OFFER COMPANY with the revolutionary new Fraxel® treatment. Save up to $XXX on your Fraxel Treatment Series LOGO Now available at XYZ Office For information, please contact: Dr. Sample, M.D., F.A.C.S. YOUR CELL PHONE ISN’T ALL THAT NEEDS RECHARGING. “When I was a teenager, I would go to the beach and lie out as long as I could to get that golden tan. Since I’ve had xxxx Street Name, Ste. xxx Take time for you. Rejuvenate your skin. City, State xxxxx the Fraxel treatment, I don’t have any more brown spots or wrinkles around my eyes.” Call XYZ Office to schedule your appointment Fraxel re:fine™ treatment provides safe, gentle resurfacing for women in their 20s and 30s. Prevent or address the first signs (456) 123-4567 of aging such as fine lines and mild pigment problems— www.webaddress.com without downtime. PN 10-04416-LS02 Rev 1 ©2008 Reliant Technologies, Inc. Fraxel , the Fraxel logo, Fraxel re:fine and the Fraxel re:finetreatment are trademarks or registered trademarks of Reliant Technologies, Inc. Other names and brands may be claimed as the property of others. 00535 (03/08) 10-04416-LS02_R1Fin_00535_Refine_Brun_FullPage.indd 1 3/4/08 2:27:40 PM INTRODUCTORY OFFER REGAIN YOUR YOUTHFUL APPEARANCE Save up to $XXX on your with the revolutionary new Fraxel re:store™ treatment. Fraxel Treatment Series Results You Can See and Feel® Call us today to schedule your Fraxel® treatment consultation. For information, please contact: Dr. Sample, M.D., F.A.C.S. Career… family… friendship… home. No matter how crazy your xxxx Street Name, Ste. xxx schedule, there are some things you always nurture and protect. City, State xxxxx Shouldn’t your skin be one of them? Fraxel re:store™ treatment is a non-invasive treatment proven to reverse Call XYZ Office to schedule the signs of aging, wrinkles around the eyes, sun spots and acne scars. your appointment It induces collagen production helping your skin return to its original beautiful glow. You’ll get remarkable results with minimal downtime. (456) 123-4567 So call today to do something great for your skin. www.webaddress.com PN 10-04392-LS02 Rev 1 ©2008 Reliant Technologies, Inc. Fraxel, the Fraxel logo, Fraxel re:store and the Fraxel re:storetreatment and Results You Can See and Feel are trademarks or registered trademarks of Reliant Technologies, Inc. in the United States and other countries. 00395 (01/08) Magazine_OnTheMove_FullPage_Fin.indd 1 2/5/08 12:28:51 PM 5.3

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