Em identity manual_070810

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

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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 e!orts 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 e!ective, 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. Je! PeresPresident + CEO

INTRODUCTION

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 Logo2 Eyemaginations Logotype3 EM Box

LOGO

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

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.

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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

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HO

ME

OF

FIC

E

ON

LIN

E

HO

ME

OF

FIC

E

ON

LIN

E

HO

ME

OF

FIC

E

ON

LIN

E

HO

ME

OF

FIC

E

ON

LIN

E

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, O"ce and Online components are set light and flush with the mark, indicating they are extra information describing the primary product.

The Home, O"ce, 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.

9HOME, OFFICE, ONLINE

Eyemaginations leverages its in-house skills to o!er 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 o!erings.

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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 di!erently. We have selected the closest matches possible for o!set 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 22257B6DD 85 0 0 0PANTONE 306 UPANTONE 2995 C

97 186 21262BBD3 100 0 15 0PANTONE 311 UPANTONE 311 C

110 199 1896DC7BD 65 0 20 0PANTONE 319 UPANTONE 319 C

110 194 1716EC3AA 80 0 40 0PANTONE 3258 UPANTONE 3258 C

122 199 1437AC690 50 0 40 0PANTONE 345 UPANTONE 346 C

COLOR

RGB

HEX

CMYK

PANTONE UNCOATED

PROCESS COATED

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157 196 1359DC487 50 0 100 0 PANTONE 376 UPANTONE 369 C

180 195 128B4C380 25 0 95 10PANTONE 583 UPANTONE 583 C

202 194 120CAC2780 0 55 15PANTONE 611 UPANTONE 612 C

219 192 113DBC071 0 0 70 5PANTONE 610 UPANTONE 610 C

234 188 106EABC6A 0 10 100 0PANTONE 7406 UPANTONE 7406 C

RGB

HEX

CMYK

PANTONE UNCOATED

PANTONE COATED

102 98 1616662A1 100 80 0 0 PANTONE 2746 UPANTONE 2735 C

103 116 1776774B185 50 0 0PANTONE 7455 UPANTONE 2726 C

105 137 1916989BF 85 35 0 0PANTONE 542 UPANTONE 278 C

97 152 2026198CA 50 5 0 0PANTONE 291 UPANTONE 292 C

163 165 166A3A5A6 5 0 0 40PANTONE Cool Gray 6 UPANTONE Cool Gray 6 U

103 170 21167AAD370 5 5 0PANTONE 2985 UPANTONE 2985 C

RGB

HEX

CMYK

PANTONE UNCOATED

PANTONE COATED

188 188 192B5B6B5 3 0 0 20 PANTONE Cool Gray 4 UPANTONE Cool Gray 4 C

bar in all vertical market logos Home/O"ce/Online Text

RGB

HEX

CMYK

PANTONE UNCOATED

PANTONE COATED

COLOR

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204 92 126F05C7E0 100 0 0 PANTONE 219 UPANTONE 219 C

137 76 148894C9470 100 0 0 PANTONE 268 UPANTONE 268 C

242 107 125F26B7D 0 60 25 0PANTONE 709 UPANTONE 709 C

154 78 1489A4E94 50 85 0 0PANTONE 2593 UPANTONE 2593 C

243 121 123F3797B 0 50 45 0PANTONE 486 UPANTONE 486 C

177 75 135B14B87 35 100 0 0PANTONE 248 UPANTONE 254

245 141 119F58D77 0 40 35 0PANTONE 487 UPANTONE 487 C

203 76 132CB4C84 15 100 0 0PANTONE 233 UPANTONE 233 C

246 160 137F6A089 0 15 15 0PANTONE 7415 UPANTONE 7415 C

224 81 126E0517E 0 100 0 0PANTONE 219 UPANTONE 212 C

RGB

HEX

CMYK

SOLID UNCOATED

SOLID COATED

RGB

HEX

CMYK

PANTONE UNCOATED

PANTONE COATED

COLOR

13

105 137 1916989BF 85 35 0 0PANTONE 542 UPANTONE 278 C

110 194 1716EC3AA 80 0 40 0PANTONE 3258 UPANTONE 3258 C

143 210 1278FD27F40 0 60 0PANTONE 367 UPANTONE 368 C

234 188 106EABC6A 0 10 100 0PANTONE 7406 UPANTONE 7406 C

243 121 123F3797B 0 50 45 0PANTONE 486 UPANTONE 486 C

245 169 126FEA9810 35 50 0PANTONE 7410 UPANTONE 7410 C

COLOR

RGB

HEX

CMYK

PANTONE UNCOATED

PROCESS COATED

RGB

HEX

CMYK

PANTONE UNCOATED

PROCESS COATED

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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 BOOKabcdefghijklmnopqrstuvwzyzABCDEFGHIJKLMNOPQRSTUVWXYZ

GOTHAM NARROW BOLD abcdefghijklmnopqrstuvwzyzABCDEFGHIJKLMNOPQRSTUVWXYZ

TAHOMA REGULAR abcdefghijklmnopqrstuvwzyzABCDEFGHIJKLMNOPQRSTUVWXYZ

Business CardsLetterheadLetterhead 2#10 EnvelopeMailing Label

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PAPER 3.5 X 2”

FONTGOTHAM NARROW BOOK7 PT/ 8.4 PT

GOTHAM NARROW BOLD7 PT/ 8.4 PT

BUSINESS CARD

FRONT

BACK

600 Washington Ave., Suite 100Baltimore, MD 21204

Je!rey W. PeresPresident & [email protected]

T 410-616-8670F 410-616-8600F 410-274-5926

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FRONT

BACK

Eyemaginations Europe GmbHHenkenstrasse 9191052 Erlangen, Germany

Robert HabelManaging [email protected]

T +49-9131-920868-1F +49-9131-920868-9C +49-170-7310573

Eyemaginations, Inc.600 Washington Ave., Suite 100Baltimore, MD 21204 USA

Robert HabelVP of International [email protected]

T +49-9131-920868-1F +49-9131-920868-9C +49-170-7310573

INTERNATIONAL BUSINESS CARD

PAPER 3.5 X 2”

FONTGOTHAM NARROW BOOK7 PT/ 8.4 PT

GOTHAM NARROW BOLD7 PT/ 8.4 PT

18LETTERHEAD

3/4 in

1 1/4 in

1 in

1/2 in

1/2 in1/2 in

May 24, 2010

Ms. Marybeth ShawPrincipalShaw Jelveh Design2443 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. PeresPresident & 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 REGULAR10 PT/SINGLE SPACE

TEMPLATELETTERHEAD_TEMPLATE.DOC

19

#10 BUSINESS ENVELOPE9.5 X 4.25”

EDITABLE FONTTAHOMA10 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 ShawPrincipalShaw Jelveh Design2443 Maryland Ave.Baltimore, MD 21218

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600 Washington AveSuite 100Baltimore, MD 21204

1/4”

1/4”

1 1/4”

1/4”

1/4”

2 3/4”

4”

SHIPPING LABEL3.5 X 5.25”

EDITABLE FONTTAHOMA10 PT/SINGLE LINE SPACING

SHIPPING LABEL

Ms. Marybeth ShawPrincipalShaw Jelveh Design2443 Maryland Ave.Baltimore, MD 21218

FaxMemo

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PAPER 8.5 X 11”

EDITABLE FONTTAHOMA 10 PT/10 PT(TYPE SHOULD SIT ON TOP OF LINES)

TEMPLATEFAX_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

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PAPER 8.5 X 11”

EDITABLE FONT SIZETAHOMA 10 PT/10 PT(TYPE SHOULD SIT ON TOP OF LINES)

TEMPLATEMEMO_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