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Brand Book December 2016

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  • 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.


  • 3


    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, its our products that remain in the patients 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.




    X X

  • 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; patients sight. Thats 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. Its 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

    Pantone 583cCMYK 40/2/100/0

    RGB 177/200/0HEX #b1c700

    Pantone 432cCMYK 75/64/52/56

    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





    Pantone 7652cCMYK 60/92/33/35

    RGB 97/29/78HEX #611d4e

    Pantone 121cCMYK 4/11/73/0

    RGB 249/219/84HEX #f9db54

    Pantone 1805cCMYK 11/94/74/12

    RGB 199/34/48HEX #c72130

    Pantone 7464cCMYK 48/7/31/0

    RGB 145/195/183HEX #91c3b7

    Pantone 522cCMYK 31/43/8/0

    RGB 185/151/187HEX #b896ba

    Pantone 3282cCMYK 84/25/51/10

    RGB 31/133/123HEX #1e847b

    Pantone 124cCMYK 7/36/100/0

    RGB 228/162/0HEX #e3a200

    Pantone 7702cCMYK 68/15/17/2

    RGB 83/168/197HEX #53a8c4

    Pantone 5135cCMYK 33/62/33/35

    RGB 136/81/131HEX #875182

    Pantone 7413cCMYK 0/55/81/0

    RGB 239/133/51HEX #ef8533

    Pantone 7742cCMYK 82/30/100/16

    RGB 61/119/35HEX #3d7623

    Pantone 7454cCMYK 61/15/0/31

    RGB 77/135/175HEX #4c87af

    Pantone 7651cCMYK 48/94/5/47

    RGB 97/2/84HEX #610253

    Pantone 4685cCMYK 12/20/29/0

    RGB 228/205/180HEX #e4cdb4

    Pantone 262cCMYK 69/96/37/44

    RGB 78/15/63HEX #4d0f3f

    Pantone 564cCMYK 50/0/30/0

    RGB 137/203/190HEX #89cbbe