rayner brand guidelines v3 · pdf filethis purpose, along with the fact they have worked ......

Brand Book

December 2016

What is brand identity?

Why use these guidelines?

A brand identity represents the values, services, ideas and personality of an organisation. It is designed to increase recognition and build perceptions of the organisation in its chosen marketplace.

Rayner needs to manage how its brand is represented across all visual media in various different situations.

The corporate identity in this document has been created to fulfil this purpose. The guidelines explain how to correctly depict and brand consistently across different applications and in various markets to maintain the integrity and spirit of Rayner.

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Contents

4 Our mission & approach

5 Our Logo- Logo exclusion zone- Logo minimum size- Logo misuse

8 Our Strapline

9 Typography- Print- Digital- System- Type Setting

12 Colour palette- Corporate- Product- Legacy (old products)

15 Imagery- Photography- Graphic elements (lens, injector tech drawings etc)- Renders- Illustration

19 Brand in action- Ra yOne®

- FR Pro- Mus eum

This is a guide to the basic elements that make up our brand. It will let you get to know us better and tell our story accurately.

Our mission & approach 4

Our mission

Our approach

Our sole focus is to make better IOLs than anyone else. After all, it’s our products that remain in the patient’s eye when the surgeon is finished. As such, we plan to disrupt the industry by releasing a series of major breakthroughs in IOL design and delivery over the three years.

It has to be perfect and it has to fulfil our promise of renewed sight.

To build on our rich heritage of firsts, by continuing to think about the future needs of both surgeons and patients.

We will do this by remaining true to our scientific roots; having the audacity to question why; and by partnering surgeons to design solutions that really deliver better outcomes.

Our Logo 5

Our logoThis is our primary means of identifying our company, and should never be recreated or otherwise manipulated. This is essential to maintain a consistent presentation of our identity.

The Rayner logo must only be used from supplied files and as seen here.

SINGLE COLOUR (BLACK)This single colour version is our primary logo and should be used whenever possible.

NEGATIVE (WHITE)On occasion the logo will need to be reproduced reversed out. The logo should be reversed to white when printing on darker backgrounds.

Our Logo 6

Logo exclusion

Logo minimum sizes

A minimum exclusion zone has been defined to ensure that the logo is never over-shadowed by other text or images.

This exclusion zone helps to ensure clarity and improve impact. No other graphic or text should appear in this clear space.

The amount of exclusion is determined by the height of the inner triangle (figure 1.) This measurement is used to position the vertical and horizontal clear space areas.

To ensure that the Rayner logo is always legible and accurately reproduced, the minimum size for print is 25mm.

The minimum for web is 150 pixels. Minimum size for print: 25mm

Figure 1.

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X

X

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Our Logo 7

Logo misuseIt is essential that the logo is used correctly and consistently across all communication materials. All logos are available from Rayner.

Examples of how NOT to use the logo are shown below.

Do not place the logo and an angle.

Do not place the logo within another graphic or shape.

Do not stretch or distort the logo.

Do not trim, crop or bleed the logo off the edge of the page.

Do not change the colour of the logo or component parts.

Do not recreate the logo using another typeface.

Our strapline 8

Our straplineWe exist to enable surgeons to focus on what matters; patient’s sight. That’s why all our products are designed to streamline the surgical process and improve patient outcomes.

This purpose, along with the fact they have worked with surgeons for longer than anyone else, is captured within our strapline line...

Your skill. Our vision.

The strapline should be mainly used on exhibition stands and large format print collateral. However, it can also be used to help add gravitas to PR and surgeon specific content pieces.

Typography – PrintClear communication is an essential part of the Rayner brand. Used consistently, typography plays a significant role in reinforcing the brand.

It is vital that they are used correctly across all services, messages and materials. Typeface weights have different roles and uses which are shown here.

IMPORTANT: When using the corporate palette, please ensure the dark green is used for main headlines. The brighter green should be used a highlight colour.

For guidance on type setting, please see page 11.

Interstate Extra Light (Titles)abcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZ

Interstate Light Italic (Body Copy)abcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZ

Interstate Light (Body Copy)abcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZ

Interstate Bold (Headings)abcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZ

Interstate Extra LightInterstate Bold

Typography – Print 9

Typography – Digital & System 10

Typography – Digital Typography – System

Interstate Extra Light (Titles)abcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZ

Trebuchet MS (Titles)abcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZ

Interstate Light Italic (Body Copy)abcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZ

Trebuchet MS Italic (Body Copy)abcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZ

Interstate Light (Body Copy)abcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZ

Trebuchet MS (Body Copy)abcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZ

Interstate Bold (Headings)abcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZ

Trebuchet MS (Headings)abcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZ

For use across all digital media, such as apps,websites and animations.

For use across all Microsoft applications.

In cases where this font is not available, please use Trebuchet MS.

Type Setting – ColoursWe have two bold greens within our corporate palette. It’s important that they are used correctly to ensure our communications are clear and engaging for our customers.

Shown right are three ways of using the greens:

Option 1: All headlines and sub heads should be shown in our dark green for readability – particularly within printed collateral.

Option 2: If contrast between headlines is needed, the lighter green may be used, but only if the type size is above 12pt or bold.

Option 3: The light green can also be used to add a highlight within body copy.

Typography – Print 11

Headlines & sub headsin dark green for readability

Headlines in dark greenSub heads in light green if using bold typeface weight or large size

IMPORTANT: Libus exero il elestio doloren ditint fugia quo veles comnis voloressit ium arumqui doluptiam ipiciumqui non escimus dolor aperum que liquia eosse niam, sunt ea prae consequiam exerspedi sunt omnimin toratenet labo.

Option 1:

Option 2:

Option 3:

Colour Palette – Corporate 12

Colour PaletteOur colours are grouped by function. The corporate palette should be used for all marketing where Rayner (the company) is the primary focus. For example, social channels, charity work and PR.

When using the assigned product colours shown across pages 13 and 14, they should take centre stage and be supported by the Rayner logo in either black or white.

Pantone 350cCMYK – 66/0/84/75

RGB – 13/63/21HEX – #0d3f15


RGB – 177/200/0HEX – #b1c700


RGB – 53/44/51HEX – #342b33

Pantone Cool Gray 7cCMYK – 46/36/35/2

RGB – 153/150/150HEX – #999595

CMYK – 0/0/0/0

RGB – 255/255/255HEX – #ffffff

Corporate Rayner corporate brand colours

Pantone Cool Gray 1cCMYK – 0/0/0/20

RGB – 218/218/218HEX – #dcdcdc

Colour Palette – Product 13

Colour PaletteProduct

RayOne® product colours

Product FR Pro product colours

RayOne®

Aspheric

RayOne®

Spheric

RayOne®

Toric

RayOne®

Trifocal

Pantone 7652cCMYK – 60/92/33/35

RGB – 97/29/78HEX – #611d4e


RGB – 249/219/84HEX – #f9db54

Pantone 1805cCMYK – 11/94/74/12

RGB – 199/34/48HEX – #c72130


RGB – 145/195/183HEX – #91c3b7


RGB – 185/151/187HEX – #b896ba

Pantone 3282cCMYK – 84/25/51/10

RGB – 31/133/123HEX – #1e847b


RGB – 228/162/0HEX – #e3a200


RGB – 83/168/197HEX – #53a8c4

Pantone 5135cCMYK – 33/62/33/35

RGB – 136/81/131HEX – #875182


RGB – 239/133/51HEX – #ef8533

Pantone 7742cCMYK – 82/30/100/16

RGB – 61/119/35HEX – #3d7623


RGB – 77/135/175HEX – #4c87af


RGB – 97/2/84HEX – #610253


RGB – 228/205/180HEX – #e4cdb4


RGB – 78/15/63HEX – #4d0f3f


RGB – 137/203/190HEX – #89cbbe


RGB – 253/213/90HEX – #fdd559


RGB – 149/204/231HEX – #95cbe7

Methylvisc Ophteis

Ophteis Bio Ophteis +

Ophteis Bio Ophteis Max

Ophteis FRPro

Ophteis Bio

Colour Palette 14

Colour PaletteLegacy products

These colours are being used for the following legacy products. To avoid confusion, it’s important not to use any of the below when designing for our new product launches.

CMYK – 35/100/4/10

RGB – 164/0/121

HEX – #a30078

CMYK – 74/5/18/0

RGB – 45/178/205

HEX – #2db2cd

CMYK – 25/75/20/0

RGB – 193/88/158

HEX – #cc1579d

CMYK – 0/100/81/4

RGB – 224/0/39

HEX – #e00027

CMYK – 0/53/100/0

RGB – 2420/136/0

HEX – #f08700

CMYK – 40/2/100/0

RGB – 177/200/0

HEX – #b1c700

CMYK – 100/90/10/0

RGB – 35/48/142

HEX – #23308d

CMYK – 0/9/94/0

RGB – 255/223/0

HEX – #ffde0d

CMYK – 18/50/2/5

RGB – 203/140/182

HEX – #ca8bb5

CMYK – 37/3/9/0

RGB – 170/216/230

HEX – #a9d7e5

CMYK – 13/38/0/0

RGB – 220/173/207

HEX – #dcadce

CMYK – 0/60/49/3

RGB – 233/123/106

HEX – #e97b69

CMYK – 0/27/50/0

RGB – 248/196/131

HEX – #f7c383

CMYK – 25/0/80/2

RGB – 208/216/74

HEX – #cfd849

CMYK – 50/45/5/0

RGB – 143/135/186

HEX – #8f87b9

CMYK – 0/9/50/0

RGB – 255/229/143

HEX – #ffe58e

C-flex®

Aspheric

C-flex®

Superflex®

Aspheric

Superflex®

T–flex®

Aspheric

M–flex® Rayvisc®

Raytrace®

Sulcoflex®

M–flex® T

Imagery 15

PhotographyTo bring our brand to life and create stand out, we use distinctive photography. Wherever possible we prefer to commission images so that they are truly ownable and reflect us as an organisation. Stock images can be used, but only as support in educational pieces.

Photographer: Simon West ©2015

Graphic Elements 16

Graphic ElementsTo support our photography, graphic elements may be used. Please ensure any products are represented technically and all anatomy is clinically accurate. Some examples of graphics used already are shown below.

Imagery – Renders 17

RendersOur products can be hard to capture through photography alone, so we’ve created detailed renders for use. Any 3D assets commissioned should reflect the product’s true nature and not look fake.

Imagery – Illustration 18

IllustrationTo create impact, illustration can be used. When commissioning images, please ensure they are easy to understand and simple in their line style. If producing medical diagrams (bottom right), they must be scientifically correct.

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Brand in action 20

Brand in action – Product

Brand in action 21

Brand in action – Product

Brand in action 22

Brand in action – Museum

GLOBAL HQ & UK OFFICERAYNER INTRAOCULAR LENSES LIMITED10 Dominion WayWorthing, West SussexBN14 8AQ. United Kingdom

Tel: +44 (0) 1903 258 900Email: [email protected]: rayner.com

UK CUSTOMER SERVICETel: +44 (0) 1903 854 560Email: [email protected]

GERMANY CUSTOMER SERVICETel: +49 30 6290783 - 0Email: [email protected]

ITALIAN CUSTOMER SERVICETel: +39 02 94752926Email: [email protected]

SPANISH CUSTOMER SERVICEEmail: [email protected]

Regulatory restrictions may apply in certain markets. ©2016 Rayner Intraocular Lenses Limited.RayOne® is a registered mark of Rayner.

rayner brand guidelines v3 · pdf filethis purpose, along with the fact they have worked ......

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