Brand Guidelines Autoimmunity - Global - Phadia Guidelines/Brand... · 3 Intro Autoito Autoit...

Brand Guidelines Autoimmunity

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Intro Content Phadia Autoimmunity Product Brands ContactSummaryPhadia Laboratory Systems

The new Phadia Autoimmunity naming, branding and key visual logo concept provides a recognizable design system to create a strong impact and to appeal our customers, our financial stakeholders and even the public.

It builds a highly recognizable brand structure and at the same time offers all the options to be flexible enough to meet the challenges of today‘s market.

This continuity of style and structure will allow us to reinforce the premium medical, high-tech image that Phadia conveys.

The following pages illustrate the consistent look we want to achieve.

Discover the new Phadia design world.

Intro

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Intro Content Phadia ContactSummaryAutoimmunity Product BrandsPhadia Laboratory Systems

Phadia 5• Story 6

• Overview 7

• Brand Architecture 8

• Corporate Brand 11

• Logo Usage 13

• Colors 16

• Typography Print 17

• Typography Office 18

Phadia Laboratory Systems 19• Story 20

• Overview 21

• Phadia 100/250/2500/5000 22

• Phadia P 23

• Logo Usage 24

• Colors 27



Content

Autoimmunity Product Brands 30• Story 31

• Overview 32

• EliA 33

• PlexA 37

• VarelisA 41

• Logo Usage 45

• Colors 48



Summary 51Contact 53

OverviewStory Brand Architecture Corporate Brand Logo Usage Colors Typography

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Content PhadiaIntro ContactSummaryAutoimmunity Product BrandsPhadia Laboratory Systems

Phadia

OverviewStory Brand Architecture Corporate Brand Logo Usage Colors Typography

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Content PhadiaIntro ContactSummaryAutoimmunity Product BrandsPhadia Laboratory Systems

Looking back

• With almost 40 years of scientific expertise, Phadia is the global leader in allergy and asthma diagnostics and the emerging leader in autoimmunity diagnostics.

• We are a company rooted in our values, values that instill excellence, passion, integrity and leadership in everything we do.

Looking forward• Our ambition is to dramatically improve the management of allergy, asthma,

and autoimmune diseases by providing healthcare professionals with superior diagnostic techno logies and clinical expertise.

• We are driven by our vision to make diagnostic technology available to everyone.• We are a company with the ultimate goal of improving the lives of people around

the world through superior testing technology.

Phadia story

OverviewStory

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Content PhadiaIntro ContactSummary

Brand Architecture Corporate Brand Logo Usage Colors Typography

Autoimmunity Product BrandsPhadia Laboratory Systems

Phadia Overview

Autoimmunity AllergyPhadia

Laboratory Systems

Overview Brand Architecture

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Story Corporate Brand Logo Usage Colors Typography


Brand Architecture

Simplifying the existing brand architecture

In practice this means:1) Always use the company name “Phadia” as the most important brand.

The tagline for Phadia is an optional tagline that should not be used together with other product taglines. It can be used in, for example, corporate communication to financial stakeholders or communication to consumers in countries where product communication to consumers is not allowed.

The logotype should be used with the tagline whenever possible.

2) Promote the brands for the autoimmunity tests or the Phadia Laboratory Systems by using the corresponding logotype.


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Brand Architecture


To simplify the brand architecture, the logo representing the autoimmunity line brand will be eliminated. The grey EliA logotype should not be used any longer.

In future cases, please:

• Use the company name “Phadia” as the most important brand.

• Focus on the brands for Phadia Laboratory Systems and tests.

• Eliminate the grey “EliA – Excellence in Autoimmunity” as line brand.


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Brand Architecture


The tagline can and should be used in combination with all the autoimmunity product brands.

Brand Architecture Corporate Brand

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OverviewStory Logo Usage TypographyColors


Brand Architecture Corporate Brand

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OverviewStory Logo Usage TypographyColors


logo without tagline

logo without tagline 100% black

logo with tagline tagline: 80% black


logo without tagline reversed logo with tagline reversed

Corporate Brand Logo Usage

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Brand ArchitectureOverviewStory TypographyColors


There should be a minimum space around the logo and any other copy or images that is equivalent to the height of the letter “a” in the logo.

• To be clearly recognizable, the width of the logo should not be smaller than 20 mm• When scaling, ensure that the word “Phadia” and the tagline are considered together

Logo breathing space

Scaling and sizing


logo with tagline

20 mm


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The logo can be placed on a colored background provided that it has enough contrast and legibility to make it recognizable.

Backgrounds

0% 20% 40% 60% 80% 100%

IdentIty guIdelInes 2010

resultsWelcome to a world of

in allergy & autoimmune disease diagnostics

Corporate


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> The logo must not be placed on a background that will make it illegible

> The color of the logo must not be modified

> The logo must not be distorted in any way

> The relative size of the logo and tagline must not be modified

Logo restrictions




Corporate

Logo Usage Colors

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Corporate BrandBrand ArchitectureOverviewStory Typography


PANTONE: 653 C

CMYK: 100/62/0/20

RGB: 0/78/143

Note that although the color of the logo should not be modified, different shades of grey can be used as a complement elsewhere in a document (e.g. for headings,lines and borders).

Colors

PANTONE: 425 C

CMYK: 0/0/0/80

RGB: 88/88/90

Colors Typography

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Logo UsageCorporate BrandBrand ArchitectureOverviewStory


Myriad ProLight Condensed

ABCDEFGHIJKLMNOPQRSTUVWXYZ

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Myriad ProCondensed


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Myriad ProSemibold Condensed


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Myriad ProLight Condensed Italic


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Myriad ProCondensed Italic


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Myriad Pro Semibold Condensed Italic


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Typography Print

Colors Typography

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Logo UsageCorporate BrandBrand ArchitectureOverviewStory


Arial Narrow Regular

ABCDEFGHIJKLMN OPQRSTUVWXYZ

1234567890

Arial NarrowBold


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Typography Microsoft® Office

Arial NarrowItalic


1234567890

Arial NarrowBold Italic


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Story Overview Phadia 100/250/2500/5000 Phadia P Logo Usage Colors Typography

PhadiaLaboratory Systems

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Phadia Laboratory Systems are the most constantly present, visible and physically tangible part of the Phadia offering:• Specific use and capability is not functionally linked exclusively to one product brand of test or business unit.• Allergy and autoimmunity laboratory tests share the same platforms today and in the future.

Phadia Laboratory Systems are the common denominator of all Phadia tests:• Lab systems should be Phadia branded.• Simple naming distinctions only to differentiate their use and capabilities.

Story

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(new multiplex)

Overview

25025005000

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Story Overview Phadia P Logo Usage Colors TypographyPhadia 100/250/2500/5000

• Shared platform for allergy and autoimmunity laboratory tests• For laboratory use

/250/2500/5000

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Story Overview Phadia 100/250/2500/5000 Logo Usage Colors TypographyPhadia P

• P for multiPlex testing• Shared platform for multiplex assays (allergy and autoimmunity)• For laboratory use

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There should be a minimum space around the logo and any other copy or images that is equivalent to the height of the lower case in the logo.

• To be clearly recognizable, the height of the logo should not be smaller than 4 mm


Scaling and sizing

4 mm 4 mm

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Backgrounds




Corporate

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Logo restrictions




Corporate

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Story Overview Phadia 100/250/2500/5000 Phadia P Logo Usage TypographyColors

Please note that the color of the logos should not be modified!

PANTONE: 653 C

CMYK: 100/62/0/20

RGB: 0/78/143

Colors

PANTONE: Cool Grey 7C

CMYK: 0/0/0/40

RGB: 177/179/180

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Myriad ProCondensed


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Typography Print

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Arial NarrowBold


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Arial NarrowItalic


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EliA™Story PlexA™ VarelisA™ Logo Usage Colors Typography

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Intro Content Phadia ContactSummary

Overview


Autoimmunity Product Brands

EliA™Story PlexA™ VarelisA™ Logo Usage Colors Typography

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Intro Content Phadia ContactSummary

Overview


Phadia offers high quality blood tests for the detection of disease-specific autoantibodies to aid in the diagnosis and in the disease management of autoimmune disorders.Our automated and easy-to-use autoimmune tests deliver standardized, precise and reliable results that support orientation in a difficult area of diagnostics.

Story

EliA™Story PlexA™ VarelisA™ Logo Usage Colors TypographyOverview

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(new multiplex)(existing range) (existing range)


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Positioning statement• EliA is the trusted partner for clinical laboratories* that aspire to provide clinically

relevant and reliable detection of disease-specific autoantibodies in a timely and cost-efficient manner.

• EliA consistently delivers excellence in autoimmunity through constantly evolving, automated and standardized high quality analytic solutions.

* Comprising all laboratories handling blood tests (i.e. commercial, hospital and physicians‘ office laboratories)


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Brand vision• EliA provides the ultimate in versatile, high capacity automation for accurate,

reliable and cost-effective autoimmunity analysis underpinned by an ongoing commitment in research and development.

Brand values• Excellence in automated autoimmunity• Versatile, accurate and reliable diagnostics• Essential and valued part of the diagnostic work-up• Backed by forward-thinking partners in analysis• 25 years of experience and broad use in over 3,000 laboratories in 60 countries


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Click here for the logo usage

the grey EliA logo is no longer existing!

Whenever an autoimmunity product brand logo cannot be applied, e.g. within running text, a capital A should be used for the final letter of the respective brandname.


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Positioning statement• PlexA is an ideal solution for research-oriented specialists who recognize and wish

to explore the scientific value of new pattern recognition technology and its poten-tial for obtaining diagnostic insights in autoimmune testing.

• PlexA simultaneously detects multiple autoimmune markers from just one test sample using advanced new technology developed in collaboration with leading scientists and clinical specialists.


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Brand vision• PlexA provides advanced simultaneous analysis of multiple autoimmune markers

to support research and provide pattern-based insights of high clinical and scienti-fic value in patient diagnosis, prognosis, treatment response and monitoring.

Brand values• Cutting edge / Leading edge• Smart, agile and responsive to specialist research and clinical needs• Leading light in advanced analytics, developed and endorsed by KOLs• Forward-thinking pioneer delivering real-world solutions• Rapid, reliable and serum-efficient across multiple test results


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Positioning statement• VarelisA is the well established microtiter plate (MTP) platform for clinical

labo ratories* that aspire to provide clinically relevant and reliable detection of disease-specific autoantibodies. VarelisA delivers reliability in autoimmunity through the use of state-of-the art antigens and long-proven test quality.

* Comprising all laboratories handling blood tests (i.e., commercial, hospital and physicians‘ office laboratories)


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Brand vision• VarelisA serves as the long-proven classic MTP platform for accurate and reliable

autoimmunity analysis, preferred by laboratories with manual or semi-automated sample handling.

Brand values• Long-proven quality in autoimmune testing• Accurate and reliable diagnostics• Established manageable MTP standard method• Reliable workhorse• 25 years of experience and broad use in over 3,000 laboratories in 60 countries


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There should be a minimum space around the logo and any other copy or images that is equivalent to the height of the lower case in the logo.

• To be clearly recognizable, the width of the logo with tagline should not be smaller than 20 mm• When scaling the logo with tagline, ensure that the name and the tagline are considered together


Scaling and sizing


logo with tagline

20 mm 16,5 mm 20 mm 11,2 mm 20 mm 20 mm


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Backgrounds

0% 20% 40% 60% 80% 100%




Corporate


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> The relative size of the logo and tagline must not be modified

Logo restrictions




Corporate


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PANTONE: 556 C

CMYK: 35/0/20/30

RGB: 134/166/162

Please note that the color of the logos should not be modified!

Primary colors Secondary colors

PANTONE: 136 C

CMYK: 0/30/60/0

RGB: 248/195/115

PANTONE: Cool Grey 10C

CMYK: 0/0/0/60

RGB:135/135/135


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1234567890

Myriad ProCondensed


1234567890



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Typography Print


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1234567890

Arial NarrowBold


1234567890


Arial NarrowItalic


1234567890



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SummaryIntro Content Phadia ContactAutoimmunity Product BrandsPhadia Laboratory Systems

Summary

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SummaryIntro Content Phadia ContactAutoimmunity Product BrandsPhadia Laboratory Systems

Brand Architecture Autoimmunity

Phadia Laboratory Systems (Allergy and Autoimmunity)


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Summary ContactIntro Content Phadia Autoimmunity Product BrandsPhadia Laboratory Systems

Phadia GmbH

Munzinger Straße 779111 FreiburgGermanytel +49 (0) 761 47 805-0fax +49 (0) 761 47 [email protected]

Contact

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