building the retina company brand manua l · 2017-06-19 · positioning the positioning statement...

Building The retina Company

BrandMANUAL2013

Marketing guidelines

2

BrandMANUAL2013Marketing guidelines

taBle Of COntents

optos.com

Building The Retina Company

Brand elements 5

registrered Trademarks 6

optomap Logo 7

Logo Size Specifications 8

Logo Color/Specifications 9

Logo Color/appearence 10

Logo Color/Black &White 11

Typography/Fonts 12

Optos sub-brands 13

registered Trademarks 14

accent/Highlight colors 15

Imagery assignments 16

Brand application 17

Marketing Collateral/brochures 18-24

Product Specification sheets 25

Case Studies/2 sider 26-27

Testimonials/2 sider 28

Corporate advertising 29

Powerpoint format 30

Website 31

Building Signage 32

Banners/Posters 33

Patient Material/US/Euro 34

Tradeshow/Corporate 35

eblast, email marketing 36

Brand Written style 37

Written Style 38

Terms and Usage 39

Stationery/Europe 40

Stationery/US 41

Uniforms/Promotional 42

Corporate Offices/Contacts 43

Why Brand standards 3

Values & Community 4

3


intrOduCtiOn

optos.com


Why a Brand standards Manual?

Brand identity is the sum of all the visual,verbal, and personal impressions associated with Optos. Each day, constituents see communication materials from Optos and interact withthe employees and practitioners who represent the brand. Each impression reflects Optos and its brand. These brandguidelines help unify all communicationsand present a clear, strong, consistentmessage.

The impact of any brand depends on consistent use resulting in a large numberof impressions over a long period of time. By articulating Optos’ brand and using astandard graphic identity system, we willbuild upon Optos’ reputation and buildawareness leading to increased visibility,credibility, and profitability. The followingbrand standards guidelines will increasethe quality and efficiency of our communi-cations efforts and better reflect the depthand breadth of our offerings—identifyingOptos as The retina Company.

What is a Brand?

a brand is all about expectations. It is anidentifiable entity of concrete and abstractexperiences delivered consistently overtime. In other words, how we communi-cate who we are and what we do is just as important as the information and resources we offer our constituents.

Every brand has three touch points—written (messaging), visual (graphics),and personal (human interaction). Tobuild a powerful brand, these three touchpoints must work in tandem to reflect ourbrand’s promise in a consistent manner.Optimum messaging and graphics, aswell as appropriate personal measuresprovide a solid foundation for a strongbrand.

Messaging is needed to identify and articulate Optos’ brand. Messaging includes a positioning statement as wellas supporting statements that are usedconsistently over all marketing collateral,digital media, manuals, software apps,clinical tools, publications, andcorrespondence. It also includes applyingthe same tone and voice across all brandelements. The value of messaging canonly be achieved when communicatedwith unwavering consistency.

Graphics or the visual brand, including the logo mark, color palette, and fonts, as well as standard visual elements, support and reflect the verbal message of the brand. The visual brand should be extended across all constituent touch-points, including online, print, and outside media.

Brand building through human interactionmanifests itself in the way our employeesinteract with our constituents. The voice,tone, and appearance of Optos representatives reflect the Optos brand.

Consistent delivery of the three touchpoints leads to a clear, consistent brandand a stronger presence within the marketplace. Constituents will have a better understanding of Optos—who we are, what we do, and the breadth of our expertise and services leading to enhanced credibility and visibility.

PositioningThe positioning statement is one sentencethat helps our audience identify who weare, what we do, and the depth andbreadth of our services—articulating ourofferings in a way that makes us unique in our marketplace. The positioning statement should be used to introduceOptos online and on every piece of marketing collateral, or as a concise description. Optos utilizes two differentpositioning statements to speak to our different audiences.

Corporate/trade Positioningstatement

Optos is a leading provider of innovativesolutions for comprehensive retinal evaluation, enabling practitioners to moreeffectively detect, monitor, and treat ocularpathology and promote patient health.

Consumer Positioning statementoptomap ultra-wide retinal imaging helpsyou and your doctor make informed decisions about your eye health and overall wellness. Combining practitionerexpertise and wide-view laser imaging technologies, optomap brings your eyeexam to life.

Mission statementan ophthalmic medical device manufacturerwith a vision to be recognized as The retinaCompany – providing technology to enableeye care professionals to improve patientcare. Our innovative imaging and treatment devices enable clinicians to see more, diagnose more and treat morediseases earlier, thus saving sight and lives.

4


intrOduCtiOn

optos.com


Values

Performance: We are a high performancebusiness, which means being highly responsive to the needs of our customers,setting and achieving clear, stretchinggoals and standards. We deliver qualityand value in our products and servicesthat provide quantifiable social and economic benefits to those who use them.

Passion: We are committed to increasingthe impact, scale and scope of Optos tomaximize our global potential. The key tounlocking that potential is our employees.We actively encourage people to embracechallenge, diversity and change – peoplewho believe the most exciting thing aboutOptos is what we are going to do next.

Our Company tenet is e3 - Excellence Everyday in Everything we do, which we acton with energy, creativity and enthusiasm.We encourage and support new ideasfrom all employees, and are always seeking to improve the practices of healthcare professionals and the lives ofthe patients they treat with effective andsafe product and service innovations.

trust: We work hard every day to earn thetrust and confidence of our customers,our colleagues and the communities inwhich we operate by fostering and building those relationships. We engage in activities to demonstrate that integrityand respect are cornerstones of our business. We continuously look for waysto improve our operations and processesto create the highest standards, which reflect in our products and services.

Community

We often partner with our customers tooffer the optomap ultra-widefield retinalimaging during national diabetes Monthand at selected vision screening andhealth fairs. We participate in career daysat local schools and support summer student placements.

We also work with the Special Olympics,providing the optomap ultra-widefield retinal imaging for the Special OlympicsOpening Eyes program, which is a joint effort between the Special Olympics andLions Club International. annually wemake a donation to World Sight dayequivalent to $1 for every optomap captured on the day. Many of our employees are active volunteers withintheir communities, giving generously oftheir time and energy to a number ofworthwhile causes.

sub-brandsOptos has several sub-brands, or brandsthat fall under the Optos corporate brandsuch as optomap, devices, and softwareas well as clinical tools. Sub-brands are illustrated on the following pages.

about Optos

Optos plc has the vision to be The retinaCompany. We aim to be recognized asleading provider of devices to eyecare professionals for improved patient care.Optos' core technology produces ultra-widefield, high resolution digital images (optomaps®) of 82% of the retina,something no other device is capable ofdoing in any single image capture. Through acquisition we have added optical coherence tomography with microperime-try ("OCT"), diagnostic devices and optical ultrasound scanners to our product portfolio. Other new products include visual acuity devices, perimeters and treat-ment lasers and a comprehensive imagemanagement software that enables eyecare professionals to review, refer andarchive images from all their ophthalmicdiagnostic devices. This broader range ofproducts has allowed Optos to expand ourgeographic reach into global markets.

5


intrOduCtiOn

optos.com


BrandELEMENTS2013

Building The Retina CompanyCorporate logodark Eye logo with taglineand without tagline

Corporate logowithout eye graphic

Corporate logoLight eye graphic andwith Tagline




Corporate logowith taglinefor consumer communications

6


Brand ELEMEnTS > LOGOS > OPTOS > COrPOrate lOgO

optos.com


® registered Trademarks

Corporate Logo appearancesand acceptable Uses

Optos is the Company’s corporate brand.

It should be the leading brand on any material intended for practitioners or investors. The Optos logo may beused with or without the tagline “Building The retina Company”

The Optos logo can be used for Optosconsumer marketing efforts with thetagline "Your vision is our focus".

7


Brand ELEMEnTS > LOGOS > OPTOMaP > Patient lOgO

optos.com


optomap Logo appearances and acceptable Uses

The optomap logo represents Optos’ consumer brand. It should be used on any materials intended for patient use.

The optomap logo can be used with thedescriptor “ultra-wide digital retinalimaging” for consumer and tradecommunications.

When Optos and optomap logos appearseparately, both should include the eyegraphic next to the text portion of thelogo.

When optomap is the dominant brand,such as in patient material, the optomaplogo should include the eye graphic andthe Optos logo should be used withoutthe eye graphic.

When Optos is the dominant brand, such as in corporate marketing materials,the Optos logo should include the eyegraphic, and optomap should only be referenced in text.

The optomap logo must always appearwith the graphic attached. However theOptos logo may be used with or withoutthe graphic as appropriate.

Patient logo without eye graphic

Patient logo with eye graphic

Patient logo with consumer descriptor for consumer and trade communication

8


Brand ELEMEnTS > LOGOS > OPTOS and OPTOMaP > size and sPaCing

optos.com


Logo Size and Spacing

The diagrams at right illustrate the placement of the Optos and optomaplogos within a controlled field.

Minimum clear spaces between the boxrule and edges must be maintained. Minimum clear space should be measured by the width of the “o” in thelogo. refer to the diagrams at right.

The Optos logo should never appearsmaller than 1 inch (2.54 cm) wide.

The optomap logo should never appearsmaller than 1.3 inches (3.3 cm) wide.

Minimum size WitHOut tagline

.5”high x 1”wide

Minimum size WitH taglines

.75”high x 1.5”wide

1 unit

1 unit

1 unit

1/3 unit

1/3 unit

1 unit

1 unit

1 unit

1 unit

1 unit

1 unit



9


Brand ELEMEnTS > LOGOS > OPTOS and OPTOMaP > COlOrs

optos.com


Optos and optomapPrIMarY Colors

Match ColorsThe colors used in the logo are PMS 288 (dark blue)PMS 535 (light blue) andPMS 7427 (red).

Process ColorsWhen printing the Optos logo using the four-color process, please use the following CMYK values to represent Optos dark blue, light blue and accent red.

*Please note:Color output from Microsoft Word or PowerPoint may differ in value slightly dueto software, type of printer, available inkcolor.

PANTONE288C

PANTONE535C

288 C288 U

4-Color ProcessC - 100%M - 86%Y - 26%K - 21%

rGB/On Screenr- 27G- 56B - 108

WebHEX value#1a376C

PANTONE7427C

535 C535 U



WebHEX value#8E9CB8

7427 C7427 U

4-Color ProcessC - o%M - 100%Y - 65%K - 28%


WebHEX value#B40937

dark Blue light Blue accent red

PANTONE288C

PANTONE535C



10


Brand ELEMEnTS > LOGOS > OPTOS and OPTOMaP > COLOrS >lOgO in full COlOr

optos.com


Logo on Color Background

This page illustrates versions of the Optoslogo approved for use.

The logo must always appear on a white,PMS 288, or PMS 535 Background:

White background: The word Optos andthe iris of the eye must appear in PMS 288and the outer edge of the eye must appearin PMS 535.

PMs 288 background: The word Optosand the white of the eye must appear inwhite, the iris of the eye must appear inPMS 288 and the outer edge of the eyemust appear in PMS 535.

PMs 535 background: The word Optos, the iris of the eye and the outer edge ofthe eye must appear in PMS 288, thewhite of the eye must appear in white.Where appropriate, use a background of70% PMS 535 (or lighter) instead of 100%.

If the background is 40% PMS 535 orlighter, the outer edge of the eye shouldappear in PMS 535.

PMs 288

100% PMs 535

70% PMs 535 40% PMs 535

OPTOS 2 color LOGO

USING PROCESS MIX DK blue c100m86y26k21

LT Blue c45m31y13k0


Building The Retina Company Building The Retina Company

rGBOn Screenr- 27G- 56B - 108

WebHEX value#1a376C

rGBOn Screenr- 142G- 156B - 184

WebHEX value#8E9CB8

11


Brand ELEMEnTS > LOGOS > OPTOS > COLOrS > lOgO in BlaCk and WHite

optos.com


Logo Use: Black and White

If the logo must appear in a black andwhite/grayscale application:

White background: The word Optos andthe iris of the eye must appear in blackand the outer edge of the eye must appearin 40% black.

Building The retina Company Logo optioncan be utilized with exact positioningshown at right.

Black background: The word Optos andthe white of the eye must appear in white,the iris of the eye must appear in blackand the outer edge of the eye must appearin 40% black. Options shown at right appear with and without tagline.

If only black and white can be used (nogray available) all elements are to appearin black on a white background.

never use the logo in all whiteon a black or color background.

Building The retina Company

12


Brand ELEMEnTS > PrIMarY and SECOndarY FOnTS> tYPOgraPHY

optos.com


Typography

Optos’ typography palette is made up oftwo sets of typefaces: primary (Sabon andScala Sans) and secondary (Garamondand arial).

The primary typefaces will be used in allapplications where Optos can specify theface:

∙Print collateral

∙Stationery system

∙PdF documents

The secondary typefaces are for use in applications where Optos does not havecontrol over how the final typeface will beviewed:

∙HTML web pages

∙E-mail

∙Microsoft Word documents

∙Microsoft PowerPoint presentations

These fonts, used consistently, will help to build the Optos’ brand recognition.

Sabonabcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890

Garamondabcdefghi jk lmnopqrstuvwxyz


1234567890

secondary typefaces

Primary typefaces

Scala Sans

abcdefghi jk lmnopqrstuvwxyz

aBCdEFGHIJKLMnOPQrSTUVWXYZ

1234567890

Arial

abcdefghi jk lmnopqrstuvwxyz


1234567890

13


Brand ELEMEnTS > LOGOS > COrPOrate suB Brands

optos.com


TM—Trademarks Corporate Sub-brands

The sub-brand names/logos should not betranslated into other languages.

Sub-brand logos should only be used where appropriate, when targeting specificaudiences with focused messaging.

ultra-widefield

OCt

diagnostic instruments

treatment devices

image Management

14


Brand ELEMEnTS > LOGOS > eleCtrOniC aPPs

optos.com


Corporate apps and Social Media Icons

Optos utilizes digital communicationstechnology by employing smart phones,web based and social media outlets.Optos has developed icons for specificareas of information access.

electronic devices app logos

Optos has four main app logos, for specific areas.

Optos Corporate for general inquiry OptosChart for remote control and synchronized on-tablet chart display.

Optos Clinical Library for current research and clinical studies updated and Optos Marketing for distributors and direct sales to access latest documentation on products and services.

social Media logos

Optos applies social media icons to all ofits print and electronic communications.

The size and placement of these logosare to be discreet and are not to compete,overpower or diminish Optos branding or messaging.

Optos Logo OptosChart ipad app

Optos Clinical Library app logo Optos Marketing app logo

15


Brand ELEMEnTS > COlOr Palette

optos.com


Color Palette

Optos’ color palette is comprised of corecolors that include PMS 288 and PMS 535,which are both present in the logo in addition to a variety of additional, coordinated colors.

These colors were carefully selected.

Highlight / accent Colors

When using any highlight or accent colorit should complement dominant or product colors and color photography.

Gradations and feathering are avoided.

However, when appropriate, screensmay be used.

PANTONE7427C

PrOduCt COlOr

C - 0%M - 100%Y - 65%K - 28%

R- 181G- 9B - 56

40%PANTONE

130C

40%PANTONE

138C

20%PANTONE

633C

25%PANTONE

7463C

HigHligHt COlOrs sCreens

PANTONE288C

PANTONE535C

dOMinant COlOrs

70%PANTONE

288C

25%PANTONE

535C

dOMinant COlOrs sCreens

PANTONE130C

PANTONE138C

PANTONE633C

PANTONE362C

HigHligHt COlOrs

C - 100%M - 86%Y - 26%K - 21%

R- 27G- 56B - 108

C - 46%M - 33%Y - 15%K - 0%

R- 142G- 156B - 184

dx, Tx, OptosChart,Sub Brand designation onProduct, software logos

Examples when colorscreens are needed tosoften tone

Examples when color screens are needed to soften tone

16


Brand ELEMEnTS > iMagerY

optos.com


Imagery

Imagery is an integral part of Optos’ communications because it conveys thebreadth and depth of the Optos’ interests,illustrates ideas, and adds emotion to collateral.

Since imagery will be used in applicationsfrom print to the web, we must ensurethat it consistently captures the essenceof Optos’ offering. To maintain consistency, imagery and messaging usedfor Optos' communication and brandingon brochures, advertising, print, website,social outlets, etc. MUST appear the sameglobally. There are three types of approvedOptos imagery in Optos’ database:

Brand images. Brand images include device and output image from the devices. Brand images should be usedon all collateral to help identify andunify the Optos brand.

user experience images. User experienceimages include those that show practitioners and patients interactingwith an Optos device. User experienceimages should be used on inner pagesof marketing collateral and for instructional purposes.

an optomap image. optomap images are actual images of a patient’s eye,captured through Optos technology.The optomap images should be usedthroughout collateral and instructionalmaterial to illustrate the effectiveness of the technology. When using an optomap image, please place the text“optomap image provided by Optos plc.”

with Microperimetry

STRUCTURE AND FUNCTIONO F Y O U R P A T I E N T ’ S R E T I N A

optos.com


Brand images

User experience images

optomap images

optomap image provided by Optos plc. optomap image provided by Optos plc.

C A N Y O U S E E T H I SI N Y O U R P R A C T I C E ?

optos.com


optos.com


O N E S O L U T I O NR E V I E W , R E F E R , A N D A R C H I V E

optomap image provided by Optos plc.

Examples of cover image, headline and layout for print marketing collateral.

17optos.com

Print literature sYsteM guidelines

BrandAPPLICATIONS2013


18


Brand aPPLICaTIOnS >COrPOraTE/TradE > Marketing COllateral

optos.com


Brochures

General guidelines for print and electroniccommunications. For print collateral layoutapplication files in adobe Indesign andQuark Xpress with exact specifications are available for download.

To maintain consistency, imagery and messaging used for Optos' communicationand branding on brochures, advertising,print, website, social outlets, etc. MUST appear the same globally.

Contact information should appear onevery piece of corporate collateral. Thewebsite address, street address and phonenumbers of the four main offices should be included.

typeThe following pages will show usage, placement, color designation, headline,bodycopy, and caption specifications.

all electronic presentations should use the secondary font, approved Optos colorpalette, and approved imagery.

ColorsUtilize the Optos color pallette outlined on page 21 of this manual.

T H R E E P R O D U C T S T A I L O R E D T O

F I T Y O U R P R A C T I C E

optos.com


optos.com


O N E S O L U T I O NR E V I E W , R E F E R , A N D A R C H I V E

S E E 2 0 0 º V I E W S I N U L T R A - H I G H R E S O L U T I O N

O N Y O U R D E S K T O P

optos.com


Examples of cover layout for print marketing collateral.

imageryThe Optos brand continues to evolve and expand rapidly, particularily as its technology advances. Therefore, productbrochures use actual image captures from Optos equipment and are shown at maximum image area, showcasing the product advantage.

White space:30-40% white space where appropriatebased on length of content. alternatedense and light pages for balance, if dense pages are necessary.

Optos is a leading provider of innovative solutions for comprehensiveretinal evaluation, enabling practitioners to more effectively detect andmonitor ocular pathology and promote patient health.

P I O N E E R I N G T E C H N O L O G Y

without optomapwith optomap ultra-widefieldretinal imaging

Optos’ patented ultra-widefield digital scanning laser technology acquires imagesthat support the detection, documentation and monitoring of ocular pathologyand systemic disease that may �rst present in the periphery. These conditionsmay otherwise go undetected using traditional examination techniques andequipment. Simultaneous, non-contact central pole-to-periphery views of up to82% or 200 degrees of the retina are displayed in one single capture, compared to45 degrees achieved with conventional methods.

• Non-mydriatic high resolution images in under a second, through 2 mm pupils and many cataracts

• Red and green lasers; each wavelength providesinformation for interpretation and diagnosis.Channels can be viewed separately:

– Green (532 nm) “red-free” images the sensory retina to the RPE

– Red (633 nm) shows deeper structures of the retina (RPE to Choroid)

• Images are available immediately and stored electronically for future comparison or telehealth applications

• Innovative software tools enhanceimage evaluation

• DICOM Compatible

F E A T U R E S

The 200Dx is suitable for practices with a primarily healthy patient base, but some need for managing ocular disease by regular comparisons and referring images.

optomap® – 200° image of the retina

High Image Quality

• Crisp and bright images with clearsuperior field illumination

• Distinct visualization of the Retinal Nerve Fibre Layer

• a 100° ResMax® higher resolutioncentral pole image

The Benefits for Your Practice

• Allows areas of the periphery to be thoroughly examined

• Patient-friendly, fast to operateand suitable for the majority of patients

• Enhances the overall patient experience and educates patients on the health of theireyes with innovative featuressuch as the 3D Wrap® tool

• Helps with practice differentiation and positioning,patient retention and can introduce an additional income stream

200Dx Distinct visualization of the RetinalNerve Fibre Layer as well as small vessel andmacular detail shown in the green channel.

Magnifier Tool

3D Wrap animation for comprehensive patient education

optos.com


“Overall, the image quality and resolution of the optic disc, macula and midand far periphery are better with the 200Dx.”

Jerome Sherman, OD, FAAOSUNY College of Optometry, NY

19


Brand aPPLICaTIOnS > COrPOraTE / TradE > MarKETInG COLLaTEraL> 200dx

optos.com


© 2013 Optos. Optos, optos, optomap, P200, ResMax, 3D Wrap are registered trademarks, 200Dx is a trademark of Optos plc.Registered in Scotland Number: SC139953 Registered Office: Queensferry House, Carnegie Campus, Dunfermline, Fife KY11 8GR, UK GM00127 / 2

Optos plcQueensferry HouseCarnegie CampusEnterprise WayDunfermline, FifeScotland KY11 8GRTel: +44 (0)1383 [email protected]

Optos North America67 Forest StreetMarlborough, MA 01752USACall Toll-free (US & Canada):1-800-854-3039Outside of the US: +1 508 787 [email protected]

Optos Australia10 Myer CourtBeverleySouth Australia 5009Tel: +61 8 8443 [email protected]

Optos has more than 100 completed and ongoing clinical studies supporting our commitment to the belief that an ultra-wide(eld view

of the retina helps eye care professionals provide the best care for their

patients. More than 4,500 devices are installed worldwide and more

than 35 million patients have received an optomap®.

T E C H N I C A L S P E C I F I C AT I O N S

Image Types optomap (red and green laser)Color Composite View Green Laser View Red Laser View

Resolution optomap: 20 µmResMax: 17 µm

Wavelengths Red laser: 633 nmGreen laser: 532 nm

Exposure Time 0.25 seconds

Foot Print Width: 1616 mm / 63 inDepth: 851 mm / 33 inHeight: 1407 - 1707 mm / 55 - 67 in

Weight 151 kg / 333 lbs

Laser Class Laser safety class-1following EN60825-1

System Voltage US: 100-120V, 50/60Hz 16A

Power Consumption Max. 500W

0473

Cover, 4 panel brochure

optos.com




Optos Inc.67 Forest StreetMarlborough, MA 01752USACall Toll-free (US & Canada):800-854-3039Outside of the US: +1 508 787 [email protected]


Optos has more than 250 completed and ongoing clinical studies supporting our commitment to the belief that an ultra-wide%eld view



than 40 million patients have received an optomap.











0473

C A N Y O US E E T H I S I N

Y O U R P R A C T I C E ?

Inside Spread, 4 panel brochure Back Cover, 4 panel brochure

Brochures

To call attention to Optos images, the application of CLEar spot gloss over image or product photos is utilized.

Yellow overlay indicates area where Clear spot gloss varnish over im-ages, logos, tagline, blue bar orproduct photos is acceptable.

Yellow overlay indicates area whereCLEar spot gloss varnish over images, logos, tagline, blue bar orproduct photos is acceptable.

optos.com




Optos Inc.67 Forest StreetMarlborough, MA 01752USACall Toll-free (US & Canada):800-854-3039Outside of the US: +1 508 787 [email protected]


Optos has more than 250 completed and ongoing clinical studies supporting our commitment to the belief that an ultra-wide%eld view



than 40 million patients have received an optomap.











0473

C A N Y O US E E T H I S I N

Y O U R P R A C T I C E ?

20


MarKETInG COLLaTEraL > 200dX > COVer > us

optos.com


Marketing Brochures —COVers

Print communication files are createdusing latest QuarkXpress and adobe Indesign layout applications.

Visual elements (headline, photo, logosproduct shots etc.) shown are for your visual guidance and reference only.

When utilizing electronic files supplied,the items shown will be in position. You may adjust slightly to fit text, logos, images etc. necessary to comply to Optos Branding.

dO nOt alter fraMe, iMage, lOgOsizes, PrOPOrtiOns Or POsitiOnOf eleMents.

dO nOt add any design elements notwithin Optos branding--(e.g. additionalcolor palette, starbursts, rules, boxes)

To maintain consistency, imagery used for Optos' communication and brandingon brochures, advertising, website, socialoutlets, etc. MUST appear the same globally.

C

B

a

ef

d

g

a Titles/Headlines:first line: 28 to 42 pt. Scala Sans regular letterspaced 120, letterspacing adjusted tophrasing of title.second line: (18 to 24 pt. letterspace 1oo) and third line:(15 to 18 pt. letterspace 1oo) line reversed out of image

nO MOrE than 3 lines for headline, and keeptext count to 5-8 words. IF nECESSarY, adjustkerning, point sizes and leading for visual balance.

B Image:Image is main graphic, framed by white spaceabove and below, bleeds right and left side. Secondand third line of headline reversed out of image inWHITE only.

C Product Logo:Located betweeen main image and optos logo,right aligns with tagline and logo

d Tagline:“floats” above blue bar, with white space betweentagline and optos logo.

e Bar with rule:2 pt. rule optos dark blue (C100M86Y26K21) sitsbutts to 535 (C45M31Y13K0).

f Optos logo:optos logo - eye dark blue, white area always whitenever see background in the inner eye of logo.

g Website: optos.com 9 pt. Scala Bold reverses out of bar.

Yellow overlay indicates area where Clear spot gloss varnish over images,logos, tagline, blue bar or product photosis acceptable.

optomap® – 200° image of the retina

High Image Quality

• Crisp and bright images with clearsuperior field illumination

• Distinct visualization of the Retinal Nerve Fibre Layer

• a 100° ResMax® higher resolutioncentral pole image

The Benefits for Your Practice

• Allows areas of the periphery to be thoroughly examined

• Patient-friendly, fast to operateand suitable for the majority of patients

• Enhances the overall patient experience and educates patients on the health of theireyes with innovative featuressuch as the 3D Wrap® tool

• Helps with practice differentiation and positioning,patient retention and can introduce an additional income stream

200Dx Distinct visualization of the RetinalNerve Fibre Layer as well as small vessel andmacular detail shown in the green channel.

Magnifier Tool

3D Wrap animation for comprehensive patient education

optos.com


“Overall, the image quality and resolution of the optic disc, macula and midand far periphery are better with the 200Dx.”

Jerome Sherman, OD, FAAOSUNY College of Optometry, NY




Optos’ patented ultra-widefield digital scanning laser technology acquires imagesthat support the detection, documentation and monitoring of ocular pathologyand systemic disease that may �rst present in the periphery. These conditionsmay otherwise go undetected using traditional examination techniques andequipment. Simultaneous, non-contact central pole-to-periphery views of up to82% or 200 degrees of the retina are displayed in one single capture, compared to45 degrees achieved with conventional methods.

• Non-mydriatic high resolution images in under a second, through 2 mm pupils and many cataracts

• Red and green lasers; each wavelength providesinformation for interpretation and diagnosis.Channels can be viewed separately:

– Green (532 nm) “red-free” images the sensory retina to the RPE


• Images are available immediately and stored electronically for future comparison or telehealth applications

• Innovative software tools enhanceimage evaluation

• DICOM Compatible

F E A T U R E S

The 200Dx is suitable for practices with a primarily healthy patient base, but some need for managing ocular disease by regular comparisons and referring images.

Yellow overlay indicates area where Clear spot gloss varnish over images,logos, tagline, blue bar or product photosis acceptable.

21


MarKETInG COLLaTEraL > 200dX > inside sPread > us

optos.com


Marketing Brochures —inside sPread

a Optos Core Technology and Benefitsall Capitals, Scala Sans regular letterspaced 90

B Intro Paragraph: 14 pt. auto leading Sabon regular

C Captions:8 pt. auto leading Scala Sans regularproduct names under photos up to 9 pt.

d Bar with rule:2 pt. rule optos dark blue(C100M86Y26K21) sits 9.996" from top ofpage, butts to 535 (C45M31Y13K0)

e Image Capture: Whenever possible, show image in fullestframe (crop to remove eyelids at edges).Maximize page with large image.

f Text: 10pt auto leading Scala Sans regular

g Tagline (interior spread):appears to the left of logo, always in bluebar along bottom.

H Optos logo:optos logo - eye dark blue, white area always white never see background in theinner eye of logo, right aligns with columngrid.

i Website: optos.com 9 pt. Scala Bold reverses out(white) out of bar.

a

B

C

d

e

f

g H

i

22


Brand aPPLICaTIOnS > COrPOraTE / TradE > MarKETInG COLLaTEraL>daYtOna a4 fOrMat

optos.com


Cover4 panel brochurea4 format

Marketing Brochures —a4 fOrMat



When utilizing electronic files supplied,the items shown will be in position.You may adjust slightly to fit text, logos,images etc. necessary to comply to OptosBranding.



To maintain consistency, imagery used forOptos' communication and branding onbrochures, advertising, website, socialoutlets, etc. MUST appear the same globally.



Optos’ patented ultra-widefield digital scanning laser technology acquires imagesthat support the detection, diagnosis, analysis, documentation and managementof ocular pathology and systemic disease that may �rst present in the periphery.These conditions may otherwise go undetected using traditional examinationtechniques and equipment. Simultaneous, non-contact, central pole-to-peripheryviews of up to 82% or 200 degrees of the retina are displayed in one single capture, compared to 45 degrees achieved with conventional methods.

The newest addition to the Optos family of retinal devices,Daytona, is designed as a desktop model. Daytona offers multiple wavelength imaging, including options for color,red-free, and auto uorescence with green laser light.

F E A T U R E S

• Non-mydriatic ultra-high resolution images in undera second, through 2 mm pupils and many cataracts

• Red and green lasers; each wavelength provides information for interpretation and diagnosis. Channels can be viewed separately:

– Green (532 nm) “red-free” visualizes the sensoryretina to the RPE


• Ultra-widefield autofluorescence imaging with green laser light displays lipofuscin in the RPE

• Images are available immediately and storedelectronically for future comparison or telehealth applications

• Innovative software tools enhance image evaluation

• DICOM compatibleThe ultra-compact Daytona comes in a wide selectionof colors to complement any practice.


optos.com


Daytona optomap af

Daytona optomap plus

Inside Spread4 panel brochurea4 format

Yellow overlay indicates area where Clear spot gloss varnish over images,logos, tagline, blue bar or product photos isacceptable.

Yellow overlay indicates area where Clear spot gloss varnish over images,logos, tagline, blue bar or product photos isacceptable.



optos.com


© 2013 Optos. All rights reserved. Optos, optos and optomap are registered trademarks of Optos plc.Registered in Scotland Number: SC139953 Registered Office: Queensferry House, Carnegie Campus, Dunfermline, Fife KY11 8GR, UK GA-00097 / 3




Optos has more than 100 completed and ongoing clinical studies supporting our commitment to the belief that an ultra-wide!eld view





Image Types optomap and optomap plus(red and green laser):

Color Composite View Green Laser View Red Laser View

optomap af (green laser): Autofluorescence (optional)

Resolution optomap: 20 µmoptomap plus: 14 µm


Exposure Time Less than 0.4 seconds

Foot Print Width: 440 mm/18 inDepth: 500 mm/20 inHeight: 795 mm/32 in

Weight 28 kg/62 lbs

Table Space Requirements Width: 900 mm/36 inDepth: 600 mm/24 in

Colors Variety of colors,see optosnextgen.com

Laser Class Laser safety class-1following EN60825

System Voltage US: 100-120V at 50/60Hz 3a


Yellow overlay indicates area where Clear spot gloss varnish over images,logos, tagline, blue bar or product photos is

acceptable.

Back Cover4 panel brochurea4 format



optos.com


















Weight 28 kg/62 lbs








optos.com


















Weight 28 kg/62 lbs






C

B

a

e

f

d

g

23


Brand aPPLICaTIOnS > COrPOraTE / TradE > MarKETInG COLLaTEraL>daYTOna> COVer > a4 fOrMat

optos.com


Marketing Brochures —COVers-a4 fOrMat



When utilizing electronic files supplied,the items shown will be in position. Youmay adjust slightly to fit text, logos, images etc. necessary to comply to OptosBranding.



To maintain consistency, imagery used forOptos' communication and branding onbrochures, advertising, website, socialoutlets, etc. MUST appear the sameglobally.

a Titles/Headlines:first line: 28 to 42 pt. Scala Sans regular letterspaced 120, letterspacing adjusted tophrasing of title.second line: (18 to 24 pt. letterspace 1oo)and third line:(15 to 18 pt. letterspace 1oo) line reversed out of image

nO MOrE than 3 lines for headline, and keeptext count to 5-8 words. IF nECESSarY, ad-just kerning, point sizes and leading for visual balance.

B Image:Image is main graphic, framed by white spaceabove and below, bleeds right and left side. Secondand third line of headline reversed out of image inWHITE only.

C Product Logo:Located betweeen main image and optos logo,right aligns with tagline and logo

d Tagline:“floats” above blue bar, with white space betweentagline and optos logo.

e Bar with rule:2 pt. rule optos dark blue (C100M86Y26K21) sitsbutts to 535 (C45M31Y13K0).

f Optos logo:optos logo - eye dark blue, white area always whitenever see background in the inner eye of logo.

g Website: optos.com 9 pt. Scala Bold reverses out of bar.

24


Brand aPPLICaTIOnS > COrPOraTE / TradE > MarKETInG COLLaTEraL>daYTOna> inside sPread > a4 fOrMat

optos.com


Marketing Brochures —inside sPreads a4

a Optos Core Technology and Benefitsall Capitals, Scala Sans regular letterspaced 90

B Intro Paragraph: 14 pt. auto leading Sabon regular

C Text: 10pt auto leading Scala Sans regular

d Captions:8 pt. auto leading Scala Sans regularproduct names under photos up to 9 pt.

e Bar with rule: 2 pt. rule optos dark blue(C100M86Y26K21) sits 9.996" from top ofpage, butts to 535 (C45M31Y13K0)

f Image Capture: Whenever possible, show image in fullestframe (crop to remove eyelids at edges).Maximize page with large image(s).

g Tagline (interior spread):appears to the left of logo, always in bluebar along bottom.

H Optos logo:optos logo - eye dark blue, white area always white never see background in theinner eye of logo, right aligns with columngrid.

i Website: optos.com 9 pt. Scala Bold reverses out(white) out of bar.

optos.com




Optos’ patented ultra-widefield digital scanning laser technology acquires imagesthat support the detection, diagnosis, analysis, documentation and managementof ocular pathology and systemic disease that may �rst present in the periphery.These conditions may otherwise go undetected using traditional examinationtechniques and equipment. Simultaneous, non-contact, central pole-to-peripheryviews of up to 82% or 200 degrees of the retina are displayed in one single capture, compared to 45 degrees achieved with conventional methods.

The newest addition to the Optos family of retinal devices,Daytona, is designed as a desktop model. Daytona offers multiple wavelength imaging, including options for color,red-free, and auto uorescence with green laser light.

Daytona optomap af

Daytona optomap plus

F E A T U R E S

• Non-mydriatic ultra-high resolution images in undera second, through 2 mm pupils and many cataracts

• Red and green lasers; each wavelength provides information for interpretation and diagnosis. Channels can be viewed separately:

– Green (532 nm) “red-free” visualizes the sensoryretina to the RPE


• Ultra-widefield autofluorescence imaging with green laser light displays lipofuscin in the RPE

• Images are available immediately and storedelectronically for future comparison or telehealth applications

• Innovative software tools enhance image evaluation

• DICOM compatibleThe ultra-compact Daytona comes in a wide selectionof colors to complement any practice.


a

B

C

d

e

f

g Hi

25


MarKETInG COLLaTEraL > PrOduCt sPeCifiCatiOn sHeets > us

optos.com


Product Specification Sheets

a Product Logo Headingall Capitals, Scala Sans regular letterspaced 90

B Specific Product ImageLocated upper right corner, front

C Screen Grab/Image or Body copydepending on product, either image ortext can appear in this location. Text is 8 pt.auto leading Scala Sans regular productnames under photos up to 9 pt.

d Tagline:“floats” above blue bar, with white spacebetween tagline and optos logo.

e Bar with rule:2 pt. rule optos dark blue(C100M86Y26K21) sits butts to 535(C45M31Y13K0).

f Optos logo:optos logo - eye dark blue, white area always white never see background in theinner eye of logo, right aligns with prod-uct. optos.com 9 pt. Scala Bold reversesout (white) out of bar.

g Specifications (BaCK):2 column format with light and mediumblue background. appears on right side ofpage, column width.

H Optos logo with office locations: Office listing appears directly beneathlogo, each location in separate column,with social media icons to the right.

With today’s new treatments for retinal disease, eye care professionals require additional tools to effectively monitor the results of treatments over time. Microperimetry provides the eye care professional with the ability to test and quantifiably monitor changes of a patient’s retinal function in a selected location on the retina.

optos.com


The Microperimetry test runs simultaneously with the confocalophthalmoscope (SLO), and provides real-time tracking of retinalmotion and patient fixation during the exam. Multiple Microperimetryexams can be stored and compared automatically over time, displayingprogression or regression of the retinal function within a specificarea of the fundus.

| MicroperimetryOptosOCT SLO

Product Specification Sheet, front

Product Specification Sheet, back

The Optos® AutoPerimeter 300 delivers rapid and reliable results via a network compatible platform, capable of data sharing or remote system accessibility; optimizing ease of use, patient comfort, and clinical workflow.

optos.com


Precision TestingUtilizing diamond or accurate test point formats, the AutoPerimeter 300 achieves accuracy and precision throughhigh density Static, Kinetic, and Flicker Perimetry and DigitalEye Tracking with automatic pupil measurement. All test parameters and algorithms are compliant with internationallyrecognized Goldmann speci2cations.

Short Exam TimeA full suite of Threshold and Screening exam strategies are automatically tailored to meet the needs of each individual patient. Stimulus duration, response time, and wait time automatically respond to the patient to increase work3ow ef2ciency, exam reliability, and patient comfort.

Network ReadyThe AutoPerimeter 300 is network capable and can integratewith electronic practice management systems, including theweb-based OptosAdvance which specializes in the integration,analysis, and management of diagnostic reports and imagesfrom DICOM compliant instruments in eye care.

Kinetic and Static TestingOffering comprehensive and 3exible visual 2eld analysis, the AutoPerimeter 300 comes standard with tests to accommodate diverse clinical requirements, including: stan-dardized driver's license, Blue on Yellow, Smart Threshold testing, and regression analysis.

| Advanced Perimetry

7-in-1 Printout

HFA-Style Printout

4-in-1 Printout

a B

d

1434© 2013 Optos. All rights reserved. Optos, optos are registered trademarks and AutoPerimeter 300™ is a trademark of Optos plc.

Distributed by Optos and Manufactured by Frey. Frey Spolka Jawna, 05-502 Piaseczno, ul. Wolodyjowskiego 38, Poland.Registered in Scotland Number: SC139953 Registered Office: Queensferry House, Carnegie Campus, Dunfermline, Fife KY11 8GR, UK P/N 497001 / 2


Optos, Inc67 Forest StreetMarlborough, MA 01752USACall Toll-free (US & Canada):800-854-3039Outside of the US: +1 508 787 [email protected]


| Advanced Perimetry

Specifications AutoPerimeter 300

TEST CAPABILITY Central and Peripheral 100°(up to 160° with fixation shift)

TEST MODE Static, Kinetic

STIMULATOR SCREEN Part hemispherical radius 300mm. Integrating diffusing surface.

BACKGROUND ILLUMINATION 10 asb for standard perimetryWITH AUTO-AMBIENCE 100 asb for Blue on Yellow (SWAP)LEVEL CONTROL 31.5 asb for Red on White and White on white

STIMULUS SOURCE Rear Projection LED, Front Projection LED

STIMULUS COLOUR Green, Blue, Red, White

STIMULUS SIZE Goldmann size I to V Adjustable

STIMULUS INTENSITY 0.03 asb - 1000 asb

STIMULUS DURATION Adjustable 0.1 - 9.9 sec & Adaptive

PATIENT RESPONSE TIME Adjustable 0.1 - 9.9 sec & Adaptive

INTER-STIMULUS DELAY Adjustable 0.1 - 9.9 sec & Adaptive

PUPIL MEASUREMENT Automatic

SPECIALITY TEST STRATEGIES Kinetic, Threshold Blue on Yellow (SWAP) Fast Threshold Blue on Yellow (SWAP) Flicker Sensitivi, Wide Fovea Sensitivity

STANDARD TEST STRATEGIES Fovea Sensitivity, Threshold, Fast Threshold, Smart Threshold, Fast Scan, Screening, Neurological, 2-Zone, 3-Zone, Quantify Defect, Driving, Binocular Driving, Binocular Single Vision (BVS), Constant

FIXATION METHODS Digital Eye Tracking with camera view Heijl-Krakau blind spot method with camera view

FIXATION TARGET Red LED 650nm

TRIAL LENS DIAMETER 38 mm

PATIENT DATABASE BACKUP CD, DVD, USB with auto procedure, on Internal PC

USER INTERFACE PC Embedded - Requires Monitor, Keyboard & Mouse PC Embedded - Operation via Touch Screen Monitor

ELECTRICAL REQUIREMENTS 110 - 230 VAC, 50/60Hz

POWER CONSUMPTION 65W (max)

STIMULATOR UNIT WEIGHT 22 kg

STIMULATOR UNIT 566 mm (H) x 633 mm (W) x 396 mm(D)

NOTE: Specifications are subject to change without notice.

Trade Name: AutoPerimeter 300 Model Name: AP-300

All color modes

Full 50° 165

Glaucoma 22°/50° 101

Central 30° 117

Central 22° 93

Wide 22°/30° 128

Peripheral 30°/ 50° 72

Macula 10° 45

Driving 50°/80° 189

HFA TestsMacula Grid 5°

Central 10-2 10°

Central 24-2 24°

Central 30-2 30°

Kinetic Perimetry Options

Kinetic Test Fields: 30°, 40°, 50°, 50°/80°

Kinetic Stimulus Speed: 2°/s, 4°/s, 6°/s,8°/s

Meridian Angle Range in Kinetic Test:From 0° to 360° adjustable by 1°

Number of Isopters in Kinetic Test:From 0° to 360° adjustable by 1°

Field Name Number of Points

Multimodality OptosAdvance Networking

e f

g

H

C

26


optos.com


MarKETInG COLLaTEraL > Case studY > us

Case Study — Single Side

a optomap Logo with TitleHeading with optomap, title and author

B Image CaptureSize and location echo image positionfound on product marketing brochures.This area reserved for either single or duelimage captures (shown)

C Text Text is 8 pt. auto leading Scala Sans regular product names under photos upto 9 pt., 2 columns.

d Tagline:“floats” above blue bar, with white spacebetween tagline and optos logo.

e Bar with rule:2 pt. rule optos dark blue(C100M86Y26K21) sits butts to 7427 C(C o% M100% Y65% K28%)

f Optos logo with office locations:optos logo - eye dark blue, white area always white never see background in theinner eye of logo, right aligns with prod-uct. optos.com 9 pt. Scala Bold reversesout (white) out of bar.

Office listing appears to left of logo, 100%white. Each location in separate column,with social media icons to the right.

optos.com


HistoryA 16 year old Caucasian female came in for a routine follow upeye exam and contact lens check. She had no complaints andvisual acuity was 20/20 in each eye. There was no past medicalhistory and she was on no current medication.

ExaminationA screening wide,eld optomap was done in the pre-test areaand retinal exam was done, using the optomap for targeted ophthalmoscopy. The optomap showed a small -ame hemorrhage temporal to the fovea and a hemorrhage nasal to the disc. A dilated retinal exam was then performed which con,rmed the hemorrhages.

DiscussionAn extensive history was performed, ruling out hypertension or blood disorder. Prior images from visits were reviewed, theimage from the year prior showed nothing suspicious. The patient’s mother disclosed that her daughter routinely overworeher contact lenses, and the most recent change, was that herdaughter had been a vegan for about a year and took no supplements. She was referred to her pediatrician for bloodwork, which included a CBC with differential and B-12.

©2013 Optos. All rights reserved. Optos, optomap and optos are registered trademarks of Optos plc. Registered in Scotland Number: SC139953 Registered Office: Queensferry House, Carnegie Campus, Dunfermline, Fife KY11 8GR, UK P/N GA 00143 / 1

Optos plcTel: +44 (0)1383 [email protected]

Optos, IncCall Toll-free (US & Canada):800-854-3039Outside of the US: +1 508 787 [email protected]

Optos AustraliaTel: +61 8 8443 [email protected]

| AnemiaJeffry Gerson, OD, FAAOWestglen Eyecare | Shawnee, KS

ConclusionResults of the blood test showed that the patient was anemicand she was started on an iron supplement. The patient returned six weeks later and was reimaged. The optomapshowed resolution of the hemorrhages and no other pathology.The patient was advised to continue her iron supplement.

Neither the mother nor the patient would have taken the ,ndingvery seriously without seeing the optomap with the hemorrhageas a comparison of patient to normal. Only after seeing theimage and extensive explanation did they realize that this ,nding may be related to the patients diet and not from contactlens overwear.. There has been follow-up eye exams since withnormal retinal ,ndings.

Resolved flame Heme at 1 month follow-up visitSmall flame hemorrhage

Case Study, 1 side

a

B

d

e

f

C

27


Brand aPPLICaTIOnS > COrPOraTE / TradE > MarKETInG COLLaTEraL >Case studY

optos.com


optos.com


HistoryA 16 year old Caucasian female came in for a routinefollow up eye exam and contact lens check. She had nocomplaints and visual acuity was 20/20 in each eye.There was no past medical history and she was on nocurrent medication.

ExaminationA screening wide,eld optomap was done in the pre-testarea and retinal exam was done, using the optomap fortargeted ophthalmoscopy. The optomap showed a small-ame hemorrhage superior to the disc. A dilated retinalexam was then performed which con,rmed the singlehemorrhage.

[email protected]@074716-adjusted2-cropped.tif

| Gerson Case Study 1Jeffry Gerson, OD, FAAOWestglen Eyecare | Shawnee, KS

Marketing Collateral Case studies-us Or a4 fOrMat

design utilizes a 2 column format, printsfull color both sides.


Visual elements (headline, photo, logosproduct shots etc.) shown are for yourvisual guidance and reference only.




To maintain consistency, imagery used forOptos' communication and branding onbrochures, advertising, website, socialoutlets, etc. MUST appear the same globally.

DiscussionAn extensive history was performed, ruling out hypertension or blood disorder. Prior images from visits were reviewed, the image from the year priorshowed nothing suspicious. The patient’s mother disclosed that her daughter had been a vegan for abouta year and takes no supplements. She was referred toher pediatrician for blood work, which included a CBC with differential and B 12.

ConclusionResults of the blood test showed that the patient was anemic and she was started on an iron supplement. The patient returned to six weeks later and was reimaged. The optomap showed resolution of the hemorrhage and no other pathology. The patient wasadvised to continue her iron supplement.

Neither the mother nor the patient would have takenthe ,nding very seriously without seeing the optomapwith the hemorrhage as a comparison of patient to normal. Only after seeing the image and extensive explanation did they realize that this ,nding was notfrom contact lens overwear. There has been follow-upeye exams since and normal retinal ,ndings.

caption? placement?

| Gerson CaseStudy 1Jeffry Gerson, OD, FAAOWestglen Eyecare | Shawnee, KS

©2013 Optos. All rights reserved. Optos, optomap and optos are registered trademarks of Optos plc. Registered in Scotland Number: SC139953 Registered Office: Queensferry House, Carnegie Campus, Dunfermline, Fife KY11 8GR, UK P/N GA 00143 / 1


Optos, Inc67 Forest StreetMarlborough, MA 01752USACall Toll-free (US & Canada):1-800-854-3039Outside of the US: +1 508 787 [email protected]


caption? placement?

Case study (front) collateral. Case study (back) with contact information

28


Brand aPPLICaTIOnS > COrPOraTE / TradE > MarKETInG COLLaTEraL >testiMOnial us Or a4 fOrMat

optos.com


“Since implementing the optomap system, the patientinteraction has changed; I amable to explain much moreand use a number of educationtools including the 3D-Wrap.For example, I can demonstratehow the rays hit the retina in amyopic patient, point out thethinning on their retina and

explain that they are near-sighted because they have alonger eyeball. The ability toshow patients what you areseeing is terrific. After havingtheir optomap taken and seeing the 3D-Wrap of theireye, patients often send their family and friends in for theexam as well.

I see patients coming inmore regularly for their examsnow. After having the optomapexam, people understand thatan eye test is more than justreading letters off a chart.

Despite charging an additionalfee for the optomap imaging,we see little resistance from

patients when the benefits areexplained. Most adult patientshave an optomap image taken.They see the value in a thoroughexamination. Since device installation in mid January, we have done 715 optomapexams! Practice revenue andcash flow have definitelyimproved as a result. The optomap is paying for itselfquite easily.

An important change hasbeen my time management.Using the optomap system Idon’t have to run around asmuch. Previously, I had to dilate a patient, ask them towait while the drops take effect while I see another

patient, and then squeeze thatpatient in again later for theirexam. Using the optomapmeans I am less rushed and ithas improved patient flow. Iam also more relaxed andcomfortable because I know Iam seeing as much as possible."

Whether you want to increase

practice revenues, streamline

patient flow or simply offer the

latest technology in eye care,

Optos offers various finance

options to suit your practice.

Contact us now to see how

optomap technology

will benefit your practice!

T E S T I M O N I A L

Norman Russo on how to approachthe additional fee conversation with the patient:

“I want to have a look in your eye today. There are a couple

of ways I can do this. I would like to use this new device

called an optomap. This scans the back of your eye and givesme a wide view of most of your retina in one image. It has

been shown that this technology improves the detection of eye

problems and it gives me a permanent record that can be

stored and reviewed at a later date. I am also able show you

the images I see and explain what I am looking at.”

Many patients don’t even let me get throughmy whole explanation before agreeing.

| The Experience Norman RussoB.Sc. Optom, FVCO, FACBO

optomap®

optos.com


Optos Australia61 8 8443 [email protected]

©2012 Optos. All rights reserved. Optos® and optos® are registered trademarks of Optos plc. P/N GA-00082 AU

| The Experience Kelly GibbonsB. App Sci (Orthoptics) Hons., B. Optom. Grad.Cert.(Ocular Therapeutics).

optomap®

optos.com

“The optomap will de!nitely help us to grow our practice. The general public really appreciates our investment in this technology. When a patient has their optomapimage taken and can review it with me, they realise how much more of the retinawe can visualise with this device. Not only am I currently the only optometrist inmy region who offers the optomap, but patients know I have their optomap records.They will continue to see me because they know the importance of comparingimages over time.”

With over 4,500 devices

installed worldwide, and over

35 million patients examined

with an optomap, we interviewed

some of the early adopters of

Ultra-Widefield Retinal Imaging

technology in Australia to find out

how the optomap has impacted

their optometry practice.

T E S T I M O N I A L

Image courtesy of Optos

“About two thirds of my patients have a comprehensiveeye exam, including the optomap. Today I have 15 patients booked in, 11 willhave an optomap as part of acomprehensive exam. Sincewe had the optomap installed,we have had existing patientssuggest to their friends andfamily that they should comein for the optomap exam too.

There is a nearby GP practicethat has started sending patients at risk for diseasesthat could either show up in a retinal exam or have an impact on the retina to me for their eye exams. I hopethat other GP’s will follow suitreferring patients, like diabetics,who are at increased riskof vision loss.

We have a unique way of charging patients and it seemsto have worked very well.

We now bundle the charge forthe optomap image with othertests in a comprehensive eyeexam. We have had no issuewith implementing this newbundle charge. Not only hasthe optomap device helped increase revenue from diagnostic services, but newpatients who come in becomeregular patients who we cansell frames and glasses to,along with other services.

We are very happy with the financing model we chose toacquire the optomap system;lease-to-own. At the end ofour three years, we will ownthe device. Without having incurred any additional costswe have already paid off almostone third of the optomapdevice, whilst having brought in extra revenue.”

Marketing CollateraltestiMOnials-us Or a4 fOrMat

design utilizes a 4 column format, printsfull color both sides.


Visual elements (headline, photo, logosproduct shots etc.) shown are for yourvisual guidance and reference only.




To maintain consistency, imagery used forOptos' communication and branding onbrochures, advertising, website, socialoutlets, etc. MUST appear the same globally. Examples of testimonial collateral. (Front) (Back)

29


Brand aPPLICaTIOnS > COrPOraTE / TradE > COrPOrate adVertising

optos.com


A G L O B A L C O M P A N Y R E Q U I R E SA G L O B A L P E R S P E C T I V E

technology for ophthalmic professionals

International advancement By expanding our global sales force and investing in manufacturing and inventory we’ve accelerated our penetration of international markets,such as Australia and Japan, while leveraging our distributors in emerging markets includingthe Far East, Middle East, Africa, and South America . We’re making our mark around theglobe as a leader in supplying imaging technology to ophthalmic professionals for the diagnosis and management of the retina to improve patient care. Visit optos.com


Corporate advertising

Core Messaging is Optos is Building The retina Company. This messaging is constant with the tagline place near theOptos logo.

iMaging within advertising campaign,there are three (3) tiers for specific marketaudiences.

tier One- investors Messaging within advertising campaignmust be consistent globally.

advertising specifically for investors,banking, high finance marketplace/audience. Images are bold, abstract toshowcase strength, imagination, diversethinking outside (vision/health) industry.

tier tWO- doctors, Practitionersadvertising directed to doctors, eye-care practitoners in Ophthalmology and Optomerty markets. Images are directlyfrom Optos equipment. Using actual captures showcases product capabilitiesto reader and is the main visual for Tier 2advertising. nO Manipulation of Optos oroptomap images, ever!

tier tHree- Consumer advertising directed toward consumermarketplace. Images used are to provoke“everyday” moments that would bemissed if one does not schedule an optomap. Messaging highlights benefits, and call to action to scheduleand appointment.

S E T T I N G S T A N D A R D SI S S T A N D A R D P R A C T I C E


optomap® meets standard The recent study published in the American Journal of Ophthalmology by the Joslin Diabetes Center, an affiliate of Harvard Medical School, rankedoptomap equal to EDTRS Gold Standard1–a longstanding imaging industry benchmark.Well over 35 million optomap exams performed to date. We’re making our mark aroundthe globe as a leader in supplying imaging technology to ophthalmic professionals for the diagnosis and management of the retina to improve patient care. Visit optos.com


1 Nonmydriatic Ultrawide Field Retinal ImagingCompared with Dilated Standard 7-Field 35-mm Pho-tography and Retinal Specialist Examination for Eval-uation of Diabetic Retinopathy

E X P A N D I N G P R O D U C T L I N E SE X P A N D S Y O U R N E T W O R K


Increasing product range is an important tool for our sales team. By providing retinal imaging, medical/surgical and diagnostic products, we are able to meet more of the needsof the practice and become the choice for professionals worldwide. We’re making our markaround the globe as a leader in supplying imaging technology to ophthalmic professionalsfor the diagnosis and management of the retina to improve patient care. Visit optos.com


B E T T E R T E C H N O L O G Y F O R Y O UB E T T E R O U T C O M E SF O R Y O U R P A T I E N T S


200° views on the desktop Daytona is designed as a desktop model that delivers both ultra-widefield and ultra-high resolution images to facilitate disease detection, managementand clinical analysis from central pole to periphery. Daytona offers multiple wavelength imag-ing, including options for color, red-free, and autofluorescence with green laser light. Ourretinal devices make early detection, management and treatment of both eye and non-eyediseases possible to improve patient care. Visit optos.com


Daytona optomap af

L E A D I N G R E T I N A L T E C H N O L O G YI M P R O V E D P A T I E N T C A R E


Joslin Diabetes study ranks optomap® equal to ETDRS Gold Standard The results of a clinical validation study comparing Optos ultra-widefield imaging to Early Treatment Diabetic Retinopathy Study (ETDRS) protocol fundus photography, the gold standard for assessing severity of diabetic retinopathy, was recently completed by the Joslin DiabetesCenter, an affiliate of Harvard Medical School, and is published in the American Journal ofOphthalmology. Visit optos.com


Background graphic: Full Ultra-Widefield 200° optomap® image showing Sickle Cell Disease

Foreground graphic frame: ETDRS

©2012 Optos. All rights reserved. Optos®, optos® 200Tx and op-tomap® are registered trademarks of Optos plc. PN GA-00086/1

ask about your optomap®

Your eyes are the mirror of your health. An optomap® ultra-wide digital scan captures 82% of your retina in one image, while traditional methods typically reveal only 10-12% ofyour retina at one time. Protect your vision with the fast and painless optomap® ultra-widedigital retinal scan. It can help detect the early signs of many conditions and eye diseases. Your vision is our focus. See the world and all its’ beauty. Visit optomap.com

another beautifulsight saved.



another beautiful sight saved.



another beautiful sight saved.

• Jumped over the lazy

30


Brand aPPLICaTIOnS > COrPOraTE / TradE > Marketing PresentatiOn

optos.com


Powerpoint

Contact information should appear onevery piece of corporate collateral. The website address, street address andphone numbers of the four main officesshould be included.

Electronic Presentationsall electronic presentations should use the secondary fonts.

The secondary typefaces are for use in applications where Optos does not havecontrol over how the final typeface will beviewed:∙HTML web pages

∙E-mail

∙Microsoft Word documents

∙Microsoft PowerPoint presentations

These fonts, used consistently, will help to build the Optos’ brand recognition.

PowerPoint Template—bullet point page

PowerPoint Template—Section page

Jane Doe, Global Marketing Communications

31


Brand aPPLICaTIOnS > WeBsite

optos.com


Website Standards

sitewide:CSS Margins:Minimum left margin of 50 pixelsMinimum bottom margin of 25 pixels

CSS Minimum width:Standard minimum width of 1000 pixels(including margins)

navigation:Main navigation (professionals, patients,partners) begins in center of home pageand moves to upper right on secondarypages.

Secondary navigation appears acrosslower top of page, in blue bar.

Tertiary navigation appears underneathsecondary, on white.additional navigation/links appear downleft-hand column.

When pages do not exist in normal navi-gation (such as product descriptions) theyopen in a floating javascript window infront of open page

navigation that links internally open in thesame window, navigation that links out-side of optos.com opens in a new window

Color:Web equivalent for PMS 288 (#002c76)Web equivalent for PMS 535 (#91a1be)dark gray text (#333333)White backgroundSome small light gray elementsfont:Font grouping—arial, Helvetica neue,Helvetica, sans-serifBody content—left justifiedTestimonials–bold and left justified

design elements:White background with minimal use ofboxes and rules

image and Video:Images that are clickable to either enlargeor play a video indicated by a blue borderwith a caption in the blue space under-neath

Videos are housed and play within thepage on which they appear

Videos must be prompted to play

all graphics reflect the current Optos colorpalette and brand guidelines

Homepage design:Since Optos will evolve as technology andindustry continues to move at a rapidpace, the homepage should reflect currentOptos branding style/evolution to connectwith print and advertising materials.

all other link pages can remain as is.

32


Brand aPPLICaTIOnS > COrPOraTE > Building signage

optos.com


Signage at Corporate Offices

Logos should appear in their entirely,(e.g. “eye”, optos logo located on frontof building, on main doors (if facade notavailable) and in optos colors or silver letters.

Given the varying degree of types of building architecture facades, interiorsand office locations, best practice is toconsult with Optos marketing PrIOr to contracting sigange services.

Oftalmoscopio Indirecto30° aproximadamente

Optos, Inc.67 Forest StreetMarlborough, MA 01752USA

© 2013 Optos. Todos los derechos reservados. Optos, optos y optomap son marcas comerciales registradas de Optos plcRegistered in Scotland Number: SC139953 Registered Office: Queensferry House, Carnegie Campus, Dunfermline, Fife KY11 8GR P/N GA-00163 / 1

Cámara de fondo de ojo 45° aproximadamente

Lámpara de hendiduracon lente de 90 Dioptrías

optomap® ImagenRetinal (200º)

Comparación de Campos VisualesLa imagen de un optomap® comparada con una imágen convencional de una sola captura.


optos.com

82 15 %

10 %

33


Brand aPPLICaTIOnS > COnSUMEr / PaTIEnT > PrOMOtiOnal COllateral

optos.com


○ Up to 200º of the retina in one capture

○ Non-mydriatic, through 2mm pupils

○ High Resolution Digital Image

○ In less than a second

optos.com©2013 Optos. All rights reserved. Optos, Optos 200Tx and optos are registered trademarks of Optos plc. P/N GA-00070/2


Ultra-widefield retinal imaging

Various capture modes:

optomap plus – ResMax® Modeoptomap

optomap afoptomap fa

Ultra-widefieldautofluorescencewith green laser

Healthy Retina

Red Separation View

Green Separation ViewComposite View

Retinoschisis

Red Separation View


CHRPE

Red Separation View


Nevus

Red Separation View


Glaucoma

Red Separation View


Diabetic Retinopathy

Red Separation View


Retinal Detachment

Red Separation View


Melanoma

Red Separation View


Retinal Hole

Red Separation View


AMD

Red Separation View


Ultra-wide Views of the Retina


© 2013 Optos. All rights reserved. Optos, optos and optomap are registered trademarks of optos plc. PN GM00193/2

optos.com

All optomap images diagnosed by a healthcare professional

Customer CareUS & Canada 800-854-3039 • UK 0808 100 4546 or (outside UK) +44 (0) 1383 843 3500AU 1800 916 979 • Asia Pacific +61 8 8444 6550

24” x 36” display Posters

20 x30 Tradeshow display Poster

Signage/Banners/Posters

Signs should always contain the approvedlogo and the website. Signs should beprinted on durable material that will not frayor become tattered.

82

15 %

82 % of your retina in a single capture

15 % of your retina in a single capture.

TRADITIONAL VIEW

Protect your vision and your healthwith optomap®

optomap® is the only exam that captures more

than 80% of your retina in one panoramic image.

The unique optomap® ultra-wide view helps your

eye doctor detect early signs of retinal disease that

may first present in the periphery.

In addition to eye

conditions, other

diseases such as

diabetes, hypertension

and stroke can also

exhibit in the retina.

Early detection means

successful treatments

can be administered

and reduces the risk to

your sight and health.

The optomap®

ultra-wide digitalretinal image helps your doctor to protect your visionand maintainhealthy eyes.

What you don’t see with a traditional eye exam:

optomap®

Retinal image 200º

Fundus CameraView approx. 45º

Diabetic retinopathy

Hemorrhages

Retinal tear

Retinal Tear

Conv

entional View

Conv

entional View

OPTOMAP 200º VIEW

© 2011 Optos. All rights reserved. Optos® and optos® are registered trademarks and optomap™ is a trademark of Optos plc. P/N 508001

optomap.com

30 x 60 Freestanding Lama display

Countertop brochure Stand(with brochure cover shown)


Youreyesare a window to your health.

Learn more about why your optometrist recommends optomap ultra-wide digital imaging.

optomap® is a registered trademark of Optos® plc

GM-00004 / 2

optomap.com

FNL_R3_Optomap_Kit_UK_stand_201mmx302mm 6/14/13 9:02 AM Page 1

The optomap ultra-wide digital retinal imaging system helps you and your eye doctor make informed decisions about your eye health and overall well-being. Combining your eye doctor’sexpertise and optomap technology, optomap bringsyour eye exam to life.

What is your retina?The retina is a delicate lining at the back of the eyesimilar to 8lm in a camera.

Light strikes the retina through the lens in your eyeand produces a picture which is then sent to thebrain, enabling you to see.

Why is a healthy retina important?An unhealthy retina cannot send clear signals to your brain which can result in impaired visionor blindness. Most retinal conditions and other diseases can be treated successfully with early detection.

Without a comprehensive eye exam, you may notbe aware of a potential problem. You may seeclearly, and because the retina has no nerve endings,you may not feel any pain, a symptom which mayotherwise prompt you to see your doctor.

Bringing the most advanced technology to our patients, we recommend optomap®

ultra-wide digital retinal imaging as part ofyour comprehensive eye exam today.

pupil

cornea

lens

optic nerve

macula

iris

retina

blood vessels

The Human Eye

Protect your vision.

Your eyes are a window to your health.Take a closer look with optomap.

© 2013 Optos. All rights reserved. Optos, optos andoptomap are registered trademarks of Optos plc.Registered in Scotland Number: SC139953 Registered Office: Queensferry House, CarnegieCampus, Dunfermline, Fife KY11 8GR, UK

GA-00097 / 2

optomap.com

34


Brand aPPLICaTIOnS > COnSUMEr / PaTIEnT > Marketing COllateral

optos.com


Patient Marketing MaterialUS and a4 format

Please follow these standards when creating material for patient use.

type∙10pt Sabon for body (13pt leading)∙12pt bold Scala Sans for headings

(larger for main headings, as appropriate)

∙Paragraphs separated by white space(.125 in) instead of auto returns

∙Captions in 8pt Scala Sans, footnotes in 7pt Sabon

Colors∙Standard Optos blue and light blue

(PMS 288 and 535)∙Text in PMS 288∙Highlighted bars and other simple

design elements in PMS 535∙Screens in 30% PMS 535∙Full color photography

imagery∙On the front of patient brochure use

images of people with a range of ages,based on target audience. (for example,not all children, or not all elderly). If onlyone image of a person is used, choosesomeone who represents the average ofthe target audience.

∙Patient-doctor interaction, optomap images, and educational diagrams canbe used where appropriate within thelayout. (See image library.)

How does your eye doctor normally examine the retina?

Examining the retina is challenging. Your eye doctor looks through your pupil to examine theback of your eye. Traditional viewing methods canbe effective, but dif8cult to perform and are carriedout manually without any digital record.

How does the optomap help?

The optomap ultra-wide digital retinal imagingsystem captures more than 80% of your retina inone panoramic image. Traditional methods typicallyreveal only 10-15% of your retina at one time.

The unique optomap ultra-wide view enhancesyour eye doctor’s ability to detect even the earliestsign of disease that appears on your retina. Seeingmost of the retina at once allows your eye doctormore time to review your images and educate youabout your eye health. Numerous clinical studieshave demonstrated the power of optomap as a diagnostic tool1.

Do all eye doctors have an optomap ultra-wide digital

retinal imaging system?

optomap is a standard of care for evaluating eye health in this of8ce and millions of people worldwide have bene8ted from optomap.

How often should I have an optomap?

Your doctor will advise you based on your individualcircumstances, but the general recommendation isthat you have an optomap every time you havean eye exam. This will ensure you have a digitalrecord of your retinal health on 8le which can becompared for changes over time.

Should my children have an optomap too?

Many vision problems begin at an early age, so it’simportant for children to receive proper eye carefrom the time they are infants.

Will I need to be dilated and does it hurt?

An optomap takes only seconds to perform, is not painful, and typically does not require dilation.However, your eye doctor may decide dilation isstill needed.

More than 37 million optomaps have been performed

worldwide since 2000.

1. Data on 8le

An important method forevaluating eye health.

What can happen to the retina?

Your retina is the only place in the body whereblood vessels can be seen directly. This means, inaddition to eye conditions, signs of other diseases(for example, stroke, heart disease, hypertension anddiabetes) can be seen in the retina. Early detection isessential so treatments can be administered.

Diabetic Retinopathy (DR).

Diabetes affects the eyes and the kidneys and is a leading cause of blindness. Retinopathy occurswhen diabetes damages the tiny blood vessels inside the retina.

Age-related Macular Degeneration (AMD).

The center of the retina (the macula) can becomediseased as we get older. This results in alterationsto our 8ne central vision making daily activitiessuch as driving and reading dif8cult.

Glaucoma (Increased Eye Pressure).

Glaucoma causes damage to the optic nerve andalmost always develops without symptoms.

Hypertension (High Blood Pressure).

Increased pressure can result in changes to blood vessels in the eye, increasing the risk of cardiovascular disease (stroke or heart disease).

How was optomap invented?

“In 1990 my 8ve year old son Leif Anderson wentblind in one eye because a retinal detachment wasdetected too late for treatment. Although he washaving regular eye exams, conventional tests wereuncomfortable, especially for a small child. I soughtto 8nd a way to make retinal examinations easier.Leif, now a young man, has adjusted beautifully andwe are thankful to, hopefully, help other familiesavoid vision loss.”

—Douglas Anderson, Optos founder



optomap ultra-wide digital retinal image of a healthy eye

Early detection is vital.

Helping youmaintain healthy eyes.

Patient brochure

White space∙30-40% white space where appropriate

based on length of content. alternatedense and light pages for balance, ifdense pages are necessary.

∙Little or no content on the back panel. (optomap logo with tag line, website,copyright, trademark and addresses only)

optomap.com© 2013 Optos. All rights reserved. Optos and optos are registered trademarks and optomap is a trademark of Optos plc. P/N G99707 / 3

Optos, Inc.67 Forest StreetMarlborough, MA 01752USA

800-854-3039

Many vision problems begin at an early age, so it is important for children to receive proper eye care. In addition to looking for changes in the front of yourchild’s eye, which could affect overall vision, we also need to look at the retina (the back of the eye), to check that it is healthy and doesn't show signs of damage or disease. Many conditions, such as retinal detachments and retinal holes can be treated successfullyif caught early.

Your doctor offers optomap® to patients of all ages because an exam of the retina is an integral part of a comprehensive eye exam, regardless of how well yousee. A majority of eye problems arise without a patient’s knowledge and an optomap allows your doctor to get an ultra-widefield view of your child'sretina in a fast and comfortable way. Your doctor recommends an optomap as an integral part of yourchild's eye exam today. The optomap Retinal Examprovides your doctor with an overview of approxi-mately 80% of your child's retina in a single capture,giving your doctor a more detailed view than can beachieved by other means.

The optomap® Retinal Exam was developed by Douglas Anderson whose son lost sight in one eye atthe age of five due to an undetected retinal detachment.Mr. Anderson set out to develop a system that couldcapture an unprecedented view of the retina (200 degrees) and was patient-friendly, particularly for children, who tend to be more difficult to examine.

PLEASE NOTE: The doctor strongly believes an optomap is an essential part of your child's comprehen-sive eye exam. However, some health plans do notcover the optomap Retinal Exam, which means thatyou may be responsible for an additional fee.

An optomap image of undetected retinal tears in a 7-year old boy

Helping you maintain healthy eyes

There’s MoreToAChild’sEye Examination ThanChecking for 20:20 Vision

An optomap image of a child’s healthy retina

Conv

entional View

Retinal Tear

Rvsd_FNL_r1_FACT SHEETS_041113_general 4/11/13 2:14 PM Page 1

Countertop brochure

Window decal

Poster

Eye Health and Product Fact Sheet

The optomap ultra-wide digital retinal imaging system helps you and your eye doctor make informed decisions about your eye health and overall well-being. Combining your eye doctor’sexpertise and optomap technology, optomap bringsyour eye exam to life.

What is your retina?The retina is a delicate lining at the back of the eyesimilar to 8lm in a camera.

Light strikes the retina through the lens in your eyeand produces a picture which is then sent to thebrain, enabling you to see.

Why is a healthy retina important?An unhealthy retina cannot send clear signals to your brain which can result in impaired visionor blindness. Most retinal conditions and other diseases can be treated successfully with early detection.

Without a comprehensive eye exam, you may notbe aware of a potential problem. You may seeclearly, and because the retina has no nerve endings,you may not feel any pain, a symptom which mayotherwise prompt you to see your doctor.

Bringing the most advanced technology to our patients, we recommend optomap®

ultra-wide digital retinal imaging as part ofyour comprehensive eye exam today.

pupil

cornea

lens

optic nerve

macula

iris

retina

blood vessels

The Human Eye

Protect your vision.

Your eyes are a window to your health.Take a closer look with optomap.

© 2013 Optos. All rights reserved. Optos, optos andoptomap are registered trademarks of Optos plc.Registered in Scotland Number: SC139953 Registered Office: Queensferry House, CarnegieCampus, Dunfermline, Fife KY11 8GR, UK

GA-00097 / 2

optomap.com

35


Brand aPPLICaTIOnS > tradesHOW disPlaY

optos.com


Corporate Trade Show displays

When Optos participates in events and conferences that allow for a large-scale display, Optos has a variety of corporatetrade show pop-ups and booths available for use.

36


optos.com


Brand aPPLICaTIOnS > COnSUMEr / PaTIEnT > Online Marketing PrOMOtiOn

E-Blast/Web Banners

Optos utilizes online marketing communicatons internally (emails), coordinate with outside vendors (e.g.constant contact, Vertical response) and partner with B2B publications and organizations (aaO, aOa, VisionSourceand trade publications).

E-blastE-blasts developed for Optos should useOptos secondary (web-friendly) fonts to ensure the e-mail will look the same onevery computer. E-blasts should incorpo-rate color palette and photography thatare within the Optos’ guidelines. Contentshould be concise to minimize scrolling.

Web BannersFile requirements, specifications and restrictions vary greatly from one mediumto another (email, web banners, eblastsand between Optos and third party vendors). It is imperative that Optosbranding standards are implemented asbest as possible.


To maintain consistency, imagery used for Optos' communication and brandingon brochures, advertising, website, social outlets, etc. MUST appear thesame globally.

Various examples of eblasts

Various examples of web banners

37optos.com

Print literature sYsteM guidelines

BrandWRITTENSYTLE2013


38


Brand > Written stYle > COMMOnlY used terMs

optos.com


referring to Optos Brands inWritten Content

When referring to Optos brands in writtencontent, the corporate brand and all sub-brands should display either the ®

(for Optos and optomap) or the ™ (all other sub-brands) on first mention.

On subsequent mentions the trademarksymbol does not need to be used. allOptos brands (except optomap) shouldbegin with an initial capital letter and beseen in the same font as the rest of thedocument with one exception. When referring to optomap in written content,the word should always begin with a lowercase “o” and the “opto” must be bold asseen here—optomap.

Beginning a sentence with optomapa sentence can begin with the word optomap. If optomap must appear at thebeginning of a sentence, make certain“opto” is in a BOLd weight compared to“map”as seen here— “optomap is nowthe industry leading technology....”

generic descriptors, taglines and Commonly used terminologyGeneric descriptors and taglines are important to the Optos brand. They helpour audience understand our offeringsand connect with our brand.

a generic descriptor is used immediatelyafter a trademarked name to provide a description of the product or service.Optos has several generic descriptors thatare used to clarify the optomap procedureand products;

optomap— ultra-wide digital retinal imag-ing (used to describe the optomap prod-uct/procedure to patients)

optomap— ultra-widefield digital retinalimage (used to describe the optomapproduct to practitioners)

optomap plus— ultra-widefield medicalretinal image (used to describe the optomap medical product to practitioners)

optomap af— ultra-widefield autofluorescence image (used to describethe optomap autofluorescence product topractitioners)

optomap fa— ultra-widefield angiographyprocedure (used to describe the optomapangiography product to practitioners)

We no longer use optomap Retinal Scan.

When referring to an optomap product orprocedure in text, the generic descriptorshould be used at first mention andshould be used appropriately in additionalmentions throughout content.

all references to optomap should includeone of the generic descriptors listedabove.

tagline Optos’ corporate tagline is “Building The retina Company”

The tagline should be used as a headlinefor corporate marketing material as wellas on Optos’ corporate stationery. a tagline is a frequently repeated phraseor statement that captures the essence ofa brand’s promise to its stakeholders. It isconfigured with the organization’s brandand presented in a consistent manner.

The optomap tagline is "Your vision is our focus."

Commonly used terminologyultra-widefild describes Optos market advantage inimage capturing.

Optomaprelates directly to product specific technology allowing maximum image capturing.

using Optos and optomap Brands togetherFor all corporate and trade material, Optosleads as the dominant brand. The optomaplogo should not be used and optomapshould be referenced within the content ofthe document.

In all patient material, optomap leads asthe dominant brand. The Optos logoshould not be used. The text, optomap is aregistered trademark of Optos plc. shouldbe present as a footnote on the document.

referencing Websites in ContentFor north american audiences“www”should not be used when referencingoptos.com or optomap.com in written content or on a piece of marking collateral.For some audiences, the use of “www” is acceptable.

additional Written style standardsFor all other additional written standards,grammatical questions, and stylistic con-cerns, please reference the Chicago Manualof Style.

39


Brand > Written stYle > COMMOnlY used terMs

optos.com


Commonly Used OptosTerms and Usage

Listing at right show how and when to use commonly used Optos terminology as and industry standard descriptors fortechnology related and/or social mediausage and formatting.

Optos terminology usage and formatting

Optos Logo, Upper and Lower case

Ultra-widefield Capital “U” two words, hyphenated UWF with TM symbol Branded ultra-widefield

optomap all lower case, “opto” is bold

Building The retina Company Upper and lower case, “The” in Upper/lowercase, italic and in rEd. all other text in Optos Blue

Gold Standard (referenceing ETdrS) Upper and lower case, not hyphenation

af all lower case, italicized and red

fa all lower case, italicized and red

plus all lower case, italicized and red

image capture/ing all lower case, no hyphenation

Industry/Social Media

email One word, lower case, not hyphenated

home page Two words, lower case

blog Lowercase “b”

online One word, lower case, not hyphenated

Web page One word, Capital “W”, not hyphenated

Facebook One word, Capital “F”

YouTube One word, Capital “Y” and “T”

Flickr Capitalized “F”

Twitter Capitalized “T”

40


optos.com


Stationery (Europe)Standard Stationery Configurationan example of Optos’ standard Scotlandstationery shown right. For correspondencecoming from Europe, this stationery shouldbe used.

E-mailCreate and use a signature to be used forall e-mails (see example on right)

dO nOT create your own “personal brand”in e-mail correspondences

dO nOT include “quotes of the day” orother citations that are inappropriate forcorporate e-mail

��((�&!��&$#��)"*�� %($'��((�&!��

Optos plc, Queensferry House, Carnegie Business CampusDunfermline, Fife, KY11 8GR, UK, tel: +44 (0)1383 843300

Envelope - UK

Mailing Label - UK

Business Card - UK Letterhead - UK

Brand aPPLICaTIOnS > STaTIOnErY > eurOPe

E-mail Signature - UK

These signatures include all of the social media icons.

Jane Doe | Marketing Communications

Queensferry HouseCarnegie Business CampusQueensferry RoadDunfernlineScotland, UKKY11 8GRTel: +44 (0)1383 843300Dir: +44 (0)1383 843303Fax: +44 (0)1383 843333 Email:[email protected]:www.optos.com


Building The Retina Company Retina CBuilding TheTheBuilding ompanyompanyRetina CRetina C

41


optos.com


americas StationeryStandard Stationery Configurationan example of Optos’ standard Massachusetts stationery shown right. For correspondence coming from northamerica, this stationery should be used.

americas E-mailUse black font only for body of e-mail

Create and use a signature to be used forall e-mails (see example on right)

dO nOT use graphics, icons or logos inthe body of e-mails

dO nOT create your own “personalbrand” in e-mail correspondences

dO nOT include “quotes of the day” orother citations that are inappropriate forcorporate e-mail

Envelope - americas

Business Card - americas Letterhead - americas

Brand aPPLICaTIOnS > STaTIOnErY > nOrtH aMeriCa

E-mail Signature -americas

These signatures include all of the social media icons.

Jane Doe | Marketing Communications

Optos Inc

67 Forest Street

Marlborough, MA01752

Tel:1.800.854.3039 x 1234Fax:

Email:[email protected]

Web:http://www.optos.com

www.optos.com


Building The Retina Company Retina CBuilding TheTheBuilding ompanyompanyRetina CRetina C


Brand aPPLICaTIOnS > COrPOraTE / TradE > COrPOrate ClOtHing

ClothingOptos sources shirts directly from our company E-Store with Lands’ End. all four shirts featured in the men andwomen’s ‘Polo Shirts and Tops’ section aresuitable for wearing to service calls.

To order:Go tohttp://ocs.landsend.com/cd/front-door?store_name=Optos&store_type=3

From menus, select Men (or Women ifapplicable) and proceed to Polo Shirtsand Tops

Select desired shirt, size and colorSelect continue–and then select thelogo and logo location from the dropdown box

Select continue–review your order– and proceed to checkout.

Once you proceed to checkout, you will need to enter your credit card andshipping address. You don’t need an account to place an order, but you cancreate one if you’d like.

42optos.com


43


OPTOS > COntaCt infOrMatiOn

optos.com


Contact:

united kingdomOptos Worldwide Headquarters

Optos plcQueensferry HouseCarnegie CampusEnterprise Waydunfermline, KY11 8GrScotland, UKTelephone: +44 (0) 1383 843 300Fax: +44 (0) 1383 843 333Customer Freephone: 0808 100 45 46Customer Support: +44 (0) 1383 843 350all inquiries: [email protected]: optos.com

Optos Corporate Headquarters

Optos, Inc67 Forest StreetMarlborough Ma 01752United States of america

Sales and Marketing Toll Free: 800-854-3039Outside of the US & Canada: (508) 787-1400Fax: (508) 486-9310General inquiries: [email protected] Support: 800-854-3039Website: optos.com

european countries

the netherlandsOptos BVKerkenbos 1079-B6546 BB nijmegennetherlands+31 24 70 2800

switzerlandOptos SwitzerlandZweigniederlassung EggGewerbestrasse 9CH-8132 EggSwitzerlandTelephone: +41 (0) 43 277 07 37Fax: +41 (0) 43 277 07 38all inquiries: [email protected] Support:[email protected]: optos.com/de

germany and austriaOptos GmbH GermanyGebäude 5137CWerner-von-Siemens-Strasse 2-6d-76646 BruchsalGermanyTelephone: +31 (0) 24 750 2800

australiaOptos australia 10 Myer CourtBeverleySouth australia 5009Tel: +61 8 8443 [email protected]

spainTelephone: +34 677 452 421all inquiries: [email protected]: optos.com/es-es

norwayTelephone: +47 908 55 004all inquiries: [email protected]: optos.com/no

swedenTelephone: +47 908 55 004all inquiries: [email protected]: optos.com

building the retina company brand manua l · 2017-06-19 · positioning the positioning statement...

Documents