DentalOrganiser.com. Brand Guidelines. John Kavanagh Brand Manager +DentalOrganiserGDS

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1 Brand Guidelines +DentalOrganiserGDS John Kavanagh Brand Manager Gate Dental Services Ltd. Garyngarry, Rosscahill, Go. Galway, Ireland. gatedentalservicesltd Gate.Dental.Services Dentalorganiser

2 Brand Overview We are committed to sharing our knowledge and expertise to empower dentists. Gate Dental Services (GDS) products provides our customers with the chance to explore new medical practices. Our Message Our message is important to us. This document has been conceived to ensure that our message is conveyed in a clear, direct and consistent way. By adhering to these brand guidelines, we can ensure growing brand recognition, a building of trust with our customers, and a clarity and purpose of message in all our communications.

3 Brand Values Empowering We empower dentists through support and resources to grow their business. Integrity We commit to trust, transparency and integrity in all our client relationships. Sustainability We adhere to the practice of sustainable corporate responsibility (CSR) in all areas of our business.

4 Brandmark & Wordmark The brand mark is made up of two distinct elements. The mark and the wordmark. Use the full colour preferred master brand mark whenever possible. The full colour brand mark must only ever appear on a white background. When using the mark and/or wordmark on a colour background the brand mark must appear in white. The colour must be from the GDS colour palette. For third party communications we do not allow the brand mark to be placed directly onto an image or colour that is not part of the primary palette. All brand marks are available as scalable vector artwork (EPS) in both CMYK and RGB. Low resolution RGB jpeg, PNG and GIF files are also available. Please contact john@dentalorganiser.com for these.

5 Tone of Voice Communications The tone of all communications should be authoritative, it should retain a sense of animation and excitement. Our message is compelling; let the reader share in the thrill! Clarity should be at the core of all Communication Avoid jargon and clichés Keep sentences short Use everyday language Use short paragraphs of a few lines each Keep it simple Share the excitement

6 Primary Colour Palettes Existing Customers The consistent use of our primary colours together with colours from the GDS palette in all communications from print to online strongly reinforces our brand. Only use tints of colours when treating information graphics. Otherwise use the colour at 100%. Visual representations of data are conveyed more clearly and are better understood when colour is used properly. For example, using tints of a colour that relates to a specific sector will make the information graphic more effective and will maintain consistency. CMYK RGB HEX

7 Colour Palette Primary Colour Palette CMYK This palette is made up RGB of cool grey, light blue, HEX black and white. Silicon Colour Palette This palette is made up of white, red, blue, navy and purple. CMYK RGB HEX GDS Blue 63,5,1,0 58,188,236 3ABCEC GDS Navy 100,88,28,16 0,52, GDS White 0,0,0,70 109,110,112 ffffff GDS Grey 25,25,25,100 0,0,0 6D6E70 GDS Real Black White Red Blue Navy Purple CMYK RGB HEX

8 Secondary Colour Palette Secondary Colour Palette This palette includes the 4 colours from the GDS primary colour palate These colours are used extensively to colour code the main sectors that GDS serves. CMYK RGB HEX CMYK RGB HEX PANTONE CMYK RGB HEX

9 Typography Questrial Questrial Questrial Arial Arial Arial Droid Sans Droid Sans Droid Sans Verdana Verdana Verdana Heading Primary Questrial Modern and easy to read, it is suited to a wide range of visual communication. There are multiple versions for impact and clarity. It should be used whenever possible for all printed and designed communication. Heading Secondary Arial Which is used when Questrial is not available. Arial is the typeface to be used in all ASCI based communications, e.g. , Microsoft Word, Powerpoint, etc. Subhead Primary Droid Sans Suited to a wide range of visual communications. Subhead Secondary Verdana Suited to a wide range of visual communications.

10 Imagery Our imagery conveys a vivacity and lightness of touch which is key to the ethos of GDS. Illustrations help to bring our communications to life. They ensure that what GDS does, can be explained in an engaging, clear and entertaining way. Sketches are a brilliant way to illustrate our ideas, quotes, stories and fun anecdotes. A picture can paint a thousand words.

11 Illustration We favour illustration over photography as way to communicate visually in most instances. This excludes any depictions of our personnel. Illustration is particularly useful for communicating serious business concepts in a lighter, more approachable way. We like the fact that illustrating things simply, brings an accessible everyday quality to what we have to say or explain. Our illustration style employs a simple quality of line; the subject should be clearly defined and have a light feel. Our illustrations are always black and white or reversed white out of solid colour.

12 Photography Group Photos Individual Shots Beauty Shots Photography is only when it is necessary to depict our personnel or the buildings and environment we operate in. We also use photography for reporting on news and events. The photographer s brief should echo GDS s toneofvoice. Personnel must always be photographed with natural lighting against a white background. Buildings should be shot in bright daylight. The mood of all photographed images should have a light, upbeat quality. Do s Natural lighting No extensive photoretouching Bright tonal range Clear/Sharp focus on subject matter Dont s Heavy shadows, dark imagery Blurred imagery, shallow focus, depthoffield Over saturated/under saturated imagery Depressing or graphic imagery Imagery with a busy background Style Full portrait shots Body/head shots Architecture/office Informal group shots

13 Online Communications The reflection of our brand is as important online as it is offline. We should ensure that we present our values, identity and messaging consistently across all channels. Having a strong digital presence gives the GDS access to a much wider and more varied audience. Twitter The water cooler conversation of social media. As the most informal mode of communication, Twitter not unlike Facebook is a platform where the tone of voice can convey the excitement and passion of the message. As with all forms of communication however, clarity must remain at the heart of the writing. Facebook The after work drinks of social media. This is the opportunity where the tone of voice can be more animated; the opportunity to really give voice to the enthusiasm and energy of GDS. Always remember however, to keep the words simple and easy to understand. LinkedIn The suit and briefcase of social media. This is the most professional of the social media platforms; the opportunity to showcase the work of GDS, to stimulate discussions and to generate interest in our brand. The tone of voice should be more formal than in other social media platforms, whilst still retaining a sense of excitement and possibilities.

14 Any Queries Let Me Know Thanks! DentalOrganiser.com Brand Guidelines John Kavanagh Brand Manager