advantage standards manual
DESCRIPTION
A manual outlining the corporate identity standards.TRANSCRIPT
theStandards
Manual
1
2
3
ta
ble
ofco
nten
ts Introduction Mission Statement of Company 5
Research Comparative Analysis 7 Company Analysis 8 Competitor’s Analysis 9
Solution The Signature 11 Signature Clear Space 12 Signature Construction 13 Signature Minimum Size 14 Corporate Colors 15 Color System/Color Reproduction 16 Corporate Fonts 17 Signature Misuse 18
Stationery System Letterheads 21 Envelope 25 Mailing Label 26 Business Card 27
4
the introduction
5
m
issio
nsta
tem
ent
As a world leader in animal health, Bayer is committed to providing effective and depend-
able products that enhance and maintain the health of the animals you care for. Bayer Animal Health
is a division of Bayer HealthCare LLC, the makers of Bayer Aspirin.
Bayer’s corporate mission is to protect animals and benefit people. Bayer
has attained a leadership position in the animal health industry by continuously researching and
developing new products for animal health and pest control since 1919. A responsible relationship
between people, companion animals and livestock requires safeguarding the health of animals.
Effective health care creates a healthy environment for people and animals.
Maintaining a healthy environment prevents diseases that can be transmitted to animals
or people by way of pests such as insects or rodents. For example, Bayer delivers specific products
against malaria-carrying mosquitoes and pests that contaminate or destroy foodstuffs.
Dogs, cats and horses are human companions, and the part they play as they accom-
pany us through life is growing in significance. Keeping this close relationship healthy is not just an
obligation to our animal companions. It also protects people against the transmission of disease
pathogens from these animals. Bayer offers extensive protection in the form of effective and safe health
care products.
6
the research
7
logo
style
&de
sign
info
&pr
esen
tatio
nco
rpor
ate
mes
sage
Type
Use
Consistency
Typeface sans serif and serif sans serif sans serif
Focus sophistication strength playfulness
Consistency no yes yes
Presentation whimsical, youthful bold, strong youthful, playful
Message educated, formal strong results fast youthfulness, cleanliness
Consistency no yes yes
Message unclear strength, power, stability youthfulness, energy, relatability
Associations Bayer Healthcare Bayer Healthcare
Consistency no yes yes c
ompa
ritiv
ean
alys
istext only bold text symbol, bold
3d applications, print materials all applications, any size all applications, any size
no yes yes
8
c
ompa
ny anal
ysis
Advantage is a company that is committed to keeping fleas off of dogs and cats, which
keeps homes clean and safe for all. This company, which is owned by the Bayer Corporation, is
invested in keeping pets and humans safe and free from disease. Advantage is a gentle and effective
way to keep fleas out of homes.
Advantage needs a design that relates to the global world while maintaining the
integrity of Advantage’s identity. It is Advantage's goal to communicate that they are essential to a
happy, healthy family. It is important that Advantage distinguish itself from its competitors. There are
many competitors including Frontline, Capstar, Program, K9 Advantix and Bio Spot that sell nearly
identical products. Advantage needs a symbol that is unique and recognizable. This new identity is
going to be used on packaging, boxes, advertisements and paper products. Therefore, the design
needs to be easily used on a variety of products and should be bold enough to stand out among the
competitors while also providing the clients a symbol to relate to.
9
c
ompe
titor an
alys
isFrontline is the leading tick and flea solution for pets. Frontline is owned by the
Merial Corporation.
Their vision is to be a worldwide leader in pet healthcare products. They focus on a
diverse target audience of pet owners. They want to be recognized for being a company that is
focused on the customer and respects each as an individual. In their corporate identity they wish
to convey that they act with integrity in every aspect of their business. They promote innovation
and foster empowerment in all their endeavors. They find strength in teamwork and are committed
to exemplary performance.
Their logo is bold and strong. Using all capital lettering helps to emphasis the strength of the
product as well as the company. This design gives the impression that this company is going to last.
It is a timeless design that gives its customers faith in the product and faith in the company.
10
the solution
11
th
e signa
ture
In creating the new Advantage identity, the company ideals remained at the forefront.
Advantage is a company that is about relatability, well-being and health. The pervious logo did
not communicate this core message. The construction of the new design embraces the heart of the
company. It better relates to the goals of reaching the consumers on a personal level. The tilted axis
of the tag in the symbol creates a playful and vibrant image for pet owners to relate to. The new
Advantage font sends a message of youthfulness and cleanliness by using all lowercase letters and
a clean, sans serif font.
The overall presentation of this design sends a message of life and exuberance. The
serifed "a" of the logo paired with a sans serif font of the company contrast and complement each
other, yet each have the common theme of youthfulness and cleanliness. The message of this design
is that this is a company that cares about its clients and their pets and can relate to them on a more
personal level.
12
s
igna
ture
sp
ace
In order to set it off from other elements, the signature should always be surrounded by
an adequate amount of clear space. The dashed outline surrounding the signature above indicates
the minimum amount of clear space that must surround the signature in all applications. No other
element may be present within this space. This includes type, illustrations, photos or the edge of the
surface on which the signature is displayed. Any exceptions require approval prior to use.
Minimum clear space is specified in units of “X.” X equals the width of the logo.
13
s
igna
ture
co
nstru
ctio
n
The signature is always reproduced from approved reproduction artwork. The
signatures should never be constructed or redrawn. However, in certain approved circumstances,
it may be necessary to recreate the signature (e.g., signs). In the event that construction is necessary
and pre-approved, the following example shows the relative sizes and placement of signature
components. Placement is specified in units of “X.” X equals the width of the Advantage logo (see
the “A” drawing under Clear Space).
14
signa
ture
m
inim
um s
ize
As the signature becomes smaller, it also becomes more difficult to read and recognize.
The minimum allowable size is shown below. Less detailed types of reproduction (e.g., newspapers
or screen-printing) may require larger sizes.
0.5 in
15
corp
orat
e co
lors
Pantone DS 227–4 URGB 0•147•197CMYK 80•28•8•0
Pantone DS 22–1 URGB 250•166•26CMYK 0•40•100•0
Pantone DS 294–1 URGB 141•198•63CMYK 50•0•100•0
Pantone DS Process BlackRGB 0•0•0CMYK 0•0•0•100
All colors specified throughout this manual are referred to as Advantage colors.
Advantage colors are always reproduced by matching approved color swatches supplied
by the Design & Print Services Group. Equivalent matches using other color-matching systems
(e.g., Pantone® and CMYK) are given in the chart above. These equivalent specifications
may need to be modified to adjust for production variations.
16
c
olor re
prod
uctio
n
The entire signature prints in one color. If the above colors are not available, other colors are
allowed as long as the signature is clearly visible. Background is white or a light, neutral color.
The samples shown on these pages and throughout this manual are approximate matches for
the actual Advantage colors. Do not use them for color proofing. Use swatches specifically provided
for color-matching purposes.
17
corp
orat
e font
s
To help establish a consistent look and feel across a broad range of implementation
materials, two type families have been selected for use on all media. They are called Futura and
Adobe Garamond Pro. Together they provide for a great deal of versatility. Specimens of the most
commonly used typefaces within these families are shown. Numerous versions of both fonts are
produced by different manufacturers.
All fonts used should match the samples shown on these pages. Do not substitute other type-
faces in place of those specified. Never scale, condense, expand or otherwise modify any
existing letterforms. If special circumstances require the use of other typefaces, contact the Design
Department for approval.
Futura light 1234567890 abcdefghijklmnopqrstuvwxyz medium 1234567890 abcdefghijklmnopqrstuvwxyz
Adobe Garamond Pro regular 1234567890 abcdefghijklmnopqrstuvwxyz bold 1234567890 abcdefghijklmnopqrstuvwxyz
18
s
igna
ture
m
isuse
The following examples illustrate incorrect use of the signature. These examples
highlight common errors, but do not include all possible mistakes. Always use the signature as
outlined throughout this manual.
19
20
the stationery system
21
Approved letterhead formats are shown on the following pages. All letterheads
use the same basic layout, colors and type specifications. The preprinted nomenclature present
on a letterhead varies, depending on the specific origin of the document. For example, corporate
letterheads, program and department letterheads, each possess different nomenclature. A range
of examples is shown on the following pages.
Word processing specifications for the letter itself are given in the examples. They illustrate
the correct organization of contents, approved typeface, line length and spacing.
statio
nery
sy
stem
22
All corporate letterheads are reproduced
using the specifications given below, and in
approved templates.
Stock: 24lb Fox River, Arctic White, woven finish
Size: 8.5 × 11Printing: 2-color offset lithography Color: Pantone DS 227–4 U and
Pantone Black Type: Adobe Garamond ProSize: 10/12 Font Upper and lowercaseAlignment: Left-alignmentSpacing: Normal spacing; one line
space between paragraphs
c
orpo
rate
le
tterh
ead
Bayer HealthCare, LLCAnimal Health DivisionP.O. Box 390Shawnee Mission, KS 66201
800.255.6826
www.nofleas.com
02 December 2009
Mr. Benjamin Franklin75 Folsom St.San Francisco, CA 94105
Dear Mr. Franklin,
The finished look of a letterhead is brought about once the letter is typed. This letter illustrates the approved format for all 8 1/2 x 11 inch letterheads. The letter is typed in 10 pt., with 12 pt. leading. If Adobe Caslon Pro is temporarily unavailable, use other typefaces specifically approved by the Company. Consistent use of this format will create a distinctive appearance for all correspondence.
The left edge of the date is aligned at 2.5 inches or to the edge of the website and the top edge of the date is aligned 2.75 inches from the top of the page, using the bottom baseline of the logo. Skip one space and begin the recipient’s name and address. Skip three line spaces below the address and begin the salutation. Skip one line space below the salutation, and begin the body of the letter.
The body of the letter should not be deeper than 10.5 inches. It is to be single-spaced throughout, with one line space between paragraphs. All copy aligns flush left with the date, maintaining a random right-hand margin. There are no indentations. The maximum line length is 5.5 inches.
Skip one line space between the last line of the letter and the closing, and three line spaces between the closing and the sender’s name and title. Sender’s assistant’s initials or enclosure designations should be separated by three line spaces from the sender’s title.
Sincerely
Amanda MengConsultant
js:tbcc:Sara Thomas
23
Standard multiple pages are reproduced
using the specifications given below, and in
approved templates. Always align the letter with
the address of the company as shown in the
example. Line width should not go beyond 5.5
inches and 10 inches deep.
Page number indicator is placed at the bottom
center as shown.
c
orpo
rate
se
cond
pag
eBayer HealthCare, LLC
2
24
Board of Directors letterhead is
reproduced using the specifications given below,
and in approved templates. This is basically a
corporate letterhead, with a listing of Board of
Directors added below the address type.
boar
d of
dire
ctor
sle
tterh
ead
Bayer HealthCare, LLC
02 December 2009
Mr. Benjamin Franklin75 Folsom St.San Francisco, CA 94105
Dear Mr. Franklin,
The finished look of a letterhead is brought about once the letter is typed. This letter illustrates the approved format for all 8 1/2 x 11 inch letterheads. The letter is typed in 10 pt., with 12 pt. leading. If Adobe Caslon Pro is temporarily unavailable, use other typefaces specifically approved by the Company. Consistent use of this format will create a distinctive appearance for all correspondence.
The left edge of the date is aligned at 2.5 inches or to the edge of the website and the top edge of the date is aligned 2.75 inches from the top of the page, using the bottom baseline of the logo. Skip one space and begin the recipient’s name and address. Skip three line spaces below the address and begin the salutation. Skip one line space below the salutation, and begin the body of the letter.
The body of the letter should not be deeper than 10.5 inches. It is to be single-spaced throughout, with one line space between paragraphs. All copy aligns flush left with the date, maintaining a random right-hand margin. There are no indentations. The maximum line length is 5.5 inches.
Skip one line space between the last line of the letter and the closing, and three line spaces between the closing and the sender’s name and title. Sender’s assistant’s initials or enclosure designations should be separated by three line spaces from the sender’s title.
Sincerely
Amanda MengConsultant
js:tbcc:Sara Thomas
Animal Health Divis ionP.O. Box 390Shawnee Miss ion, KS 66201
800.255.6826
www.nofleas.com
Board of Directors
Van der BroekHead of Bayer HealthCare’sAnimal Health Divis ion
Jörg OhleHead of Bayer HealthCare LLC
Margaret FairhurstHead of Global Market ing
Cornelia GorskiHead of Global Human Resources
Dr. Alexander JahnHead of Region Internat ional
Dr. Michael LondershausenHead of Research and Development
Andreas SalgeHead of Operat ions
Michael A. SchulzHead of Business Planning & Adminis trat ion
Wolfgang TrebelsHead of Regional Management Europe
Dr. Giampiero VantellinoHead of Business Development
25
c
orpo
rate
en
velo
pes
Standard mailing envelopes are reproduced using the specifications given below, and in
approved templates. Always align the recipient’s address 4.75 inches from the left as shown in
the example.
Stock: Fox River, Arctic White, woven finishSize: Standard business envelope Printing: 2-color offset lithographyColor: Pantone DS 227–4 U and Pantone Black
Bayer HealthCare, LLCAnimal Health DivisionP.O. Box 390Shawnee Mission, KS 66201
Benjamin Franklin75 Folsom St.San Francisco, CA 94105
26
c
orpo
rate
m
ailin
g la
bel
Standard mailing labels are reproduced using the specifications given below, and in
approved templates. Always align the recipient’s address 1.5 inches from the side as shown
in the example.
Stock: Fox River, Arctic White, smooth finish Size: 2 x 3.5 inches Printing: 2-color offset lithographyColor: Pantone DS 227–4 U and Pantone Black
Bayer HealthCare, LLCAnimal Health DivisionP.O. Box 390Shawnee Mission, KS 66201
Benjamin Franklin75 Folsom St.San Francisco, CA 94105
27
Communications Department
Bob WalkerBayer HealthCare, LLC
Animal Health Division
P.O. Box 390
Shawnee Mission, KS 66201
800.255.6517b w a l k e r @ b a y e r h e a l t h . c o m
corp
orat
e bu
sines
s ca
rd
Business cards are reproduced using the specifications given below, and in approved templates.
Stock: 88 lb. cover Fox River, Arctic White, woven finishSize: 2 x 3.5 inchesPrinting: 2-color offset lithographyColor: Pantone DS 227–4 U and Pantone Black
w w w . n o f l e a s . c o m
P.O. Box 390
Shawnee Mission, KS 66201
800.255.6826Bay
er H
ealt
hCar
e, L
LCAn
imal
Healt
h Di
vision
28