store fronts & in-store - best practice guide store signage 2017.pdf · window frosting strip...

1Fresh Creative: 02 6299 7055 [email protected]

Signage 2017Store Fronts & In-Store - Best Practice GuideJUNE 2017


2 Contents

3 Store Signage Overview

4 Store Front Signage

Store Front Signage7 Store Front — Best Practice

10 Store Side Fascia— Best Practice

In-Store Signage11 In-Store Sign Overview

12 In-Store Signage System

13 Gondola Department

14 Wall & Wing Department

15 In-Store Counters & Doors

Brand Colours and Fonts16 In-Store — Colour & Materials

17 Brand Fonts

Order Forms18 Department Signage Order Form


You may use your preferred signage / design company to produce artwork, print, signage, and installation.

Or contact Fresh Creative who can assist with design, print, signage and installation. P: 02 6299 7055 E [email protected]

Store Signage OverviewBest PracticeEach Store will present many and varied limitations and opportunities when it comes to signage due to the size and construction of the building. Therefore, each store will need to be assessed to consider the best possible outcome.

This ‘Best Practice’ guide will assist the designer through the process and is accompanied with Brand Elements which can be used, adjusted and scaled accordingly to deliver the best solution.

The Brand Elements follow an order of hierarchy. This hierarchy has been adopted to keep the integrity of the Capital Chemist brand. This formula will achieve signage consistency despite the varying sizes and constructions of each store.

While the Brand Elements have been provided and examples shown, it is at the discretion of the designer to adjust elements, as required, to best suit the space available.

All new signage design must be submitted to Capital Chemist Head Office for final approval.

If you have any further questions, please contact Capital Chemist Head Office on: (02) 6126 4000


Brand Element HierarchyThe following list sits in hierarchy order. When choosing which elements to use for the designated signage space, follow the below list from the top and work down the until you have used the desired space.

Order of Priority;1. Brand Logo The Brand logo comes in a selection of formats including

vertical, horizontal & extreme horizontal for short, wide fascias.

2. Proprietors / Opening Hours Heading Font — Helvetica Condensed Bold

Body Font — Helvetica Condensed Post-nominals should be a point size smaller than name. Opening Hours — keep hours aligned (as shown)

3. Open 7 Days Use only if applicable.

Font — Helvetica Black Condensed. Upper & lower case. Can be used on front & side fascia, windows, side pillars. Apply as white text on solid blue background or as solid blue text on white background.

4. Website Font — Helvetica (use Condensed if limited space)

Apply as white text on solid blue or shaded background or solid blue text on white background.

capitalchemist.com.au

Open 7 Days

Store Front Signage

Brand Logo

Proprietors / Opening Hours

Open 7 Days

Website


5555 5555

Brand Element Hierarchy continued5. Brand Pattern The Brand Pattern is flexible and is supplied as a

vector file allowing shaping of curves to suit the space required. The gradients are also adjustable to slide across, up and down. Never change or swap the colours supplied in the gradient colour panel.

6. Pop-Box ‘Ask’ Message The store front Pop-Box must always be used in the secondary green colour (PMS 382) on a slit tilt and can sit in any area of the Brand Pattern Arc.

7. Service Icons A suite of service icons has been developed to help depict the services each store offers. So select the Icons which best suit your store and use if space permits. Can be used on white or coloured background.

8. Phone & Social Media Phone Font — Helvetica Bold Condensed Apply as

white text on solid blue or shaded background or solid blue text on white background. The Social Media icons must not be altered.

Store Front Signage

Community Parking Health Advice

Text Your Script

Compounding

Home DeliveryClick & Collect

Service

BeautyHealth Services

Brand Pattern Pop-Box Message

Service icons

Blog Facebook Facebook wideTwitter Instagram


Brand Element Hierarchy continued9. Shaded Background Use with Brand Pattern and/or behind white text.

The Shaded Background uses gradients which can be adjusted as required — NB: See glow behind Pharmacist image. When using behind white text, ensure the lightest area is away from text.

10. Tagline — We know what matters Font — Sign Painter

Apply as white text on solid blue or shaded background or solid blue text on white background.

11. Window Frosting Strip The frosting strip on store front windows is the only instance where

it is acceptable to separate the mortar and pestle icon from the wording in the Capital Chemist logo. This treatment must NEVER be used in any other form of signage or marketing material.

12. Welcome & Exit Font — Helvetica Bold Condensed. The wording ‘Welcome’ and

‘Exit’ have been considered carefully and must not be substituted. This is part of the consistent messaging which underpins the Capital Chemist customer experience.

13. Pharmacist Image If space permits, some stores may wish to include an image of the Pharmacist. This is an opportunity to build a relationship with the consumer before they even enter the store. A face the consumer can already identify and who is onsite, creates a sense of familiarity, comfort and trust.

NB: Large format images should be supplied between 100 & 150 dpi at true size. All images must be taken with even lighting (no strong shadows) and with Pharmacist in uniform clearly showing the Capital Chemist logo and name badge. Images should include full head to thigh. The image can sit behind, in between or in front of the arcs. If you need assistance with photography, please contact Fresh Creative on 02 6299 7055.

Store Front Signage

WELCOME EXIT

Shaded Background

Tagline

Frosting Strip

Welcome & Exit Store Font text


All elements used; 1. Brand Logo2. Proprietors / Opening Hours3. Open 7 Days4. Website5. Brand Pattern6. Pop-Up ‘Ask’ Message7. Service Icons8. Phone & Facebook9. Shaded Background10. Tagline — We know what matters11. Window Frosting Strip12. Welcome & Exit13. Pharmacist Image

Store Front—Best Practice

Store Front — Example ASome stores require a full window or wall with 100% coverage due to in-store shelving or for security purposes.

This example shows how a full window or wall should be covered and the best practice when using all elements in the Capital Chemist brand.

Elements can be positioned to accommodate a plasma screen or large poster frames.

1 Brand Logo

2 Proprietors / Opening Hours

10 Frosting Strip

11 Welcome / Exit

8 Facebook

9 Tagline 7 Service Icons

3 Open 7 Days4 Website

6 Pop-Box

12 Pharmacist Image

5 Brand Pattern / Shaded Background

8 Phone

Front Fascia

WindowsWindow or wall with 100% coverage

Under awning Fascia


Most elements used; 1. Brand Logo2. Proprietors / Opening Hours3. Open 7 Days (if applicable)4. Website5. Brand Pattern6. Pop-Up ‘Ask’ Message7. Service Icons8. Phone & Facebook9. Shaded Background10. Tagline — We know what matters11. Window Frosting Strip12. Welcome & Exit13. Pharmacist Image (not used)

Store Front—Best PracticeStore Front — Example BExample B shows a store front with two pillars either side of a large open window space with a very short, wide front fascia.

To gain maximum benefit of the front fascia, an extreme landscape version of the brand logo, has been created. This example also shows roller door covers to protect windows when the store is closed. This area is perfect for further signage.

Example B also shows the best practice for window graphic placement to allow plenty of natural light and good vision. This is ideal to showcase store products while maintaining the integrity of the Capital Chemist brand.

1 Brand Logo 8 Facebook4 Website

8 Phone

7Service Icons

5 Brand Pattern

6 Pop-Box

10 Tagline

3 Open 7 Days

Proprietor Open Hours2

12 Welcome & Exit

WELCOME EXIT

9 Shaded Background

10 Window Frosting Strip

Front Fascia

Exit Door

Side Pillar Roller door covers

WindowsExit Door

Side Pillar

9Fresh Creative: 02 6299 7055 [email protected] Front—Best Practice

Store Front — Example CLimited signage space may present a challenge. Example C shows best practice for stores with less store front area and one which is not open 7 days.

It is mandatory to use the first 2 Brand Elements; 1. Brand Logo 2. Proprietor / Opening Hours.

All other elements are optional, but should follow the Brand Element hierarchy where applicable. Where an element is not applicable, move onto the next element in the hierarchy order.

This example shows priority of Brand Elements used. The below items in grey have been left off due to limited space.

1 Brand Logo 4 Website

Proprietor Open Hours2

Selected elements used; 1. Brand Logo2. Proprietors / Opening Hours3. Open 7 Days (not applicable)4. Website5. Brand Pattern 6. Pop-Up ‘Ask’ Message7. Service Icons8. Phone & Facebook (not used)9. Shaded Background (not used)10. Tagline — We know what matters (not used)11. Window Frosting Strip (not used)12. Welcome & Exit (not used)13. Pharmacist Image (not used)

7 Service Icons

5 Brand Pattern 6 Pop-Box

Front Fascia

Side Pillar

Windows

10Fresh Creative: 02 6299 7055 [email protected] Side Fascia—Best Practice

Store — Side FasciaThe hierarchy order differs when creating a design for a Side Fascia which is supported by a Front Fascia design.

Example A shows a store which is open 7 days.

Example B shows a store which is not open 7 days and is aligned with an under awning light box. The under awning light box displays the brand logo, therefore the side fascia presents an opportunity to utilise another element — service icons have been used along with the tagline to reinforce the brand message

1 Brand Logo 4 Open 7 Days

Community Service Home Delivery Health AdviceClick & Collect

Open7 Days

Fascia Example A

Fascia Example B with under awning light box

11Fresh Creative: 02 6299 7055 [email protected] Sign Overview

The in-store colour system has been carefully chosen to uphold the Capital Chemist brand and deliver clear pathways throughout the store. The colours allow the consumer to easily identify; product departments, payment area, Consultation Rooms, Prescription and Script In / Out areas.

The Department signage has been designed to allow a solution to suit all store opportunities or limitations.

Use the following department signs as best fits your store eg: if your store provides space for wall department signage and wings, you may use both. If your store only allows room for gondola signage, you may just use the gondola signs.

It is important to follow the approved Capital Chemist elements and colour system when creating your department signage.

You may use your preferred signage / design company to produce artwork, print, signage, and installation.

Or contact Fresh Creative who can assist with design, print, signage and installation. P: 02 6299 7055 E [email protected]

12Fresh Creative: 02 6299 7055 [email protected] Signage System

Bulk Heads or Frieze

Payment & Prescription Signage

Tagline - ‘We know what matters’The tagline is used on bulkheads, if store height permits. The Natural colour is used as a background colour, (also can be used on selected walls and friezes). This is a neutral colour which compliments the main corporate blue and other department signs, allowing them to pop and be the hero colours in the store. The Natural colour is a soothing, calm colour which gives a comfortable break to the eye while perusing the store.

Text: White text in Sign Painter, on the Natural background - (Dulux Self-Destruct)

Prescription, Pay Here & Script In / OutThe corporate blue colours are used in the main traffic areas; Prescriptions, Script In/Out and Pay here. This is used with the sweeping arc on the shaded background behind white text.


Gondola DepartmentThere are many different systems available to use on gondolas. The two most used systems across Capital Chemist stores are the back to back panels and the T-Bar.

Regardless of the system used, colour and font must remain consistent. Gondola signs use white text on the Raku coloured background. The depth of the Raku colour creates a layered effect to the store signage making it easier to divide departments and products.

The Raku is a deep neutral colour which compliments the main corporate blue and other department signs

Text: White text in Helvetica Bold Condensed on Raku coloured background.

Gondola Dept

Gondola Department Gondola Dept

900mm

600mm

150mm

300mm

300mm

650mm

T-Bar

Back to Back Panels

Gondola Department


Wall DepartmentThe Wall Department signage is only used where the store allows signage against a wall. The signs are designed to be easily move around the store and come in varying widths and heights.

The off-white colour is softer on the eye than a stark white and supports the carefully chosen colour pallet throughout the Capital Chemist store.

Text: Blue text (Helvetica Bold Condensed) White Exchange background.

Wing DepartmentsWings departments have been designed to used only when the width of an isle is wide enough to support them. They are a great way to divide gondola products and should only be used in one of two colour options;

Green: Use in Pharmacists area only Blue: Use for main store product area

Text: White text (Helvetica Bold Condensed) on Green / Blue background.

Wall & Wing Department

Wing Departm

ent

Pharmacist W

ing Dept

Wall Department

600mm, 900mm, 990mm, 1000mm & 1400mm

379mmor

120mm

Wall Department Signage

Wing / Pharmacist Department Signage

500mm


Consultation RoomsConsultation Rooms may be made of timber or glass. Timber doors will need either cut-vinyl or solid printed vinyl, while glass can use either vinyl or frosting.

Other RoomsYou may choose to have a special service room and can use a service icon to accommodate the list of services.

Glass PartitionsGlass dividers or partitions are also a great opportunity to use frosting. This allows light while creating a private space. In this space you can use a solid frosting with cut-out tagline “We know what matters” accompanied with cut-out arched curves.

Counter FrontsCounter fronts can be a simple as plain colour, timber finish or use this space to further push the brand with logo and main key message.

In-Store Counters & Doors

ConsultingRoom

Beauty ConsultingRoom

Beauty

Glass Frosting Door

Glass Partitions

Counter Fronts

Vinyl Sticker - Other Door Vinyl Sticker - Consulting Room

16Fresh Creative: 02 6299 7055 [email protected]—Colour & Materials

Pin Board2204 Poppy seed

Vinyl Floor Superplank 1953 Ghost Gum

Floor Tile Lexa Bella, Grey Matt

Consulting RoomFloor Sheet Vinyl 1380 Nocturne

Raku Gondola Dept

White Exchange Wall Dept

Green Pharmacist Wing

Mid Blue Product Wing

Materials

Natural Wall / Bulk Head

Paints, Printed & Cut Vinyls

C - 92M - 58Y - 6K - 0

C - 26M - 25Y - 38K - 0

C - 65M - 61Y - 59K - 40

C - 2M - 3Y - 24K - 0

C - 28M - 0Y - 92K - 0

C - 100M - 10Y - 0K - 10

Dulux PaintPeptalk

Non-Illuminated Vinyl

Avery 800 Cast Film: 808 Cosmos Blue

Dulux PaintRaku,

Low Sheen

Non-Illuminated VinylTBA

Dulux PaintWhite Exchange

Half W


Illuminated VinylTBA




Dulux PaintNA


Avery 900 Cast Film: 985

Springtime Green

Dulux PaintNA


Avery 800 Cast Film: 877 Bright

Blue

Illuminated Vinyl Avery 5500 Cast Translucent Film:

5581 Sky Blue

Illuminated Vinyl Avery 5500 Cast Translucent Film:

5509 Sapphire Blue

Dulux PaintSelf-Destruct W


NB: As colour copiers can vary always refer to correct colour swatches for accurate matches.

KicksBrush chrome

Deep Blue Main Bulkhead


The Capital Chemist Brand Fonts are the Helvetica Family and Sign Painter.

Only ever use the Brand Fonts when producing store front signage. Never try to match the font in the Brand Logo.

The following page shows best practice for the use of the corporate fonts.

The full list of Corporate fonts are;> Helvetica Condensed> Helvetica Bold Condensed> Helvetica Black Condensed> Helvetica Roman > Sign Painter-HouseScript (upper & lower case only)

Brand FontsABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789Helvetica Condensed

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789Helvetica Bold Condensed

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789Helvetica Black Condensed

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789Helvetica Roman

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789SignPainter-HouseScript


Gondola Wall Wing Gondola Wall Wing Gondola Wall WingAcne NA First Aid DentalAntifungal NA Foot Care Pain ReliefAsthma Fragrance Pharmacist Only MedicinesBath & Shower NA Gifts ElectronicsBatteries NA Hair Care Allergy & Sinus NAMedication Hair Accessories NA Skin TreatmentsChildrens Health Hair Colour NA SpecialsConfectionery NA Hair Styling NA Sports Braces NAContinence Hand & Nail NA Stop SmokingCosmetics Health Management Sun Protection NACough & Cold Hosiery NA Sunglasses NADeodorant NA Baby care Vitamins NADiabetic Health NA Infant Formula NA Weight Management NADigestive Health NA Lip Care NA Wound CareEye & Ear Medication Aids Compression StockingsSkin Care Men’s Care NA DigestiveFamily Planning NA Arthritis NA Sporting NAFeminine Hygiene NA Nappies NANatural Products Natural Medicine NAPersonal BioCeuticals

Department Signage Order FormOffices Use OnlyOrder approved by:

_______________________________

Head Office & Store Manager: Yes No

Date: / /20

Placed Order: / /20

Store Name: ____________________________ Date of Order: _____________________ Date Required: _____________

Store Address: _______________________________________________________________________________________

Contact Name: ___________________________ Contact Phone: ______________________________________________

Send all orders to Cara Thurston Fax: (02) 6239 4800 or [email protected]

store fronts & in-store - best practice guide store signage 2017.pdf · window frosting strip...

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