Brand guidelines We value a consistent expression of the Formthotics and Foot Science International brand worldwide. Commitment to these guidelines will enable the development of recognisable, global brands, and in return, this benefit will be received by everyone our distributors, dealers, resellers and wearers of our products. To help you adhere to these guidelines, icons are used throughout to indicate which brand elements can be downloaded via the Formthotics resource centre. Users must be logged into the resource centre to access downloads: B M C Branding expert: ccess for users with full branding privileges Medical: ccess for users in the medical market only Consumer: ccess for users in the consumer market only Thank you for working with us. For assistance and access contact: marketing@footscienceinternational.co.nz formthotics.com PR603:revision2
Brand structure The Formthotics brand is broken into two markets: consumer and medical. Both markets are based on the same visual architecture and have their own supporting elements. B M C Download logos Formthotics family brand Consumer market Medical market Formthotics product brands 2
Common brand elements For all Formthotics material we use a full suite of brand elements, typography and photography. Here is a snapshot of our brand and a quick guide to what is detailed throughout this document. 09 PGE Typography The Formthotics Difference Formthotics are made by Foot Science International in New Zealand, using a unique design and manufacturing process that creates the ultimate custom orthotic. ntimicrobial Formthotics contain Ultra-Fresh, which inhibits the growth of bacteria and fungi that create foot odor and staining, keeping your feet healthy. ShockStop unique foam produced by Foot Science International from a hybrid of EV and polymer foams to provide maximum shock absorption and cushioning. This minimises the impact on your muscles, joints and tendons and eases recovery time after performance. PGE 16 Consumer colour palette Thermoformable Formthotics are thermoformed (heat moulded) at relatively low temperatures and retain the moulded shape. Moulding an orthotic to the shape of your foot provides a truly customised fit. PGE Contour & dotted lines 10 Heel Cup The deep heel cup provides increased support and control around your heel, assists with shock absorption and minimises heel strike. rch Support The teardrop shaped, graded arch support ensures your foot is supported in a neutral position and provides longitudinal, lateral and transverse arch support under the metatarsal heads. Formax TM Foot Science International s own foam is made from a range of high grade closed cell foams, designed to provide the most flexible, lightweight and supportive orthotic possible. 3D milled Formthotics are 3D milled from a block of foam, ensuring they provide a consistent spread of support across the skeletal system of your foot and any pressure points. PGE 08 Contact details MPBN005w:Jun14 formthotics.com info@footscienceinternational.co.nz facebook.com/formthotics PGE Logo & logo tab 04
Logo & logo tab Formthotics logos in the consumer market sit on black, whether it is on the contour line background () or within the logo tab (B). No tab is used in the medical market (C). The logo tab can be aligned out of any corner, with a preference of top or bottom right and must have the logo guidelines applied. See clearspace guidelines on page 5. Where both Formthotics family brand (Formthotics ) and product range brands (eg, Formthotics Sport) need to be displayed on the same page, only the family brand is located in the tab (D). B M C Download logos Lookbook Product Catalogue Fixing pain from the ground up Formthotics they really do work. Internationally respected physical therapist, Dr Bob Donatelli, recommends Formthotics Custom Medical Orthotics to alleviate foot, ankle, knee, hip, and even back pain. They are quick and easy to fit, you get immediate patient feedback, they are not expensive, and they really do work. Dr Bob Donatelli New Zealand Orthotic Specialist B 1 C formthotics.com info@footscienceinternational.co.nz facebook.com/formthotics D 4
Logo guidelines The area of exclusion () defines how close elements in a layout can sit next to our logos. The letter i in Formthotics is used as a guideline as shown below. When using the logo tab for Formthotics, Sport, Everyday and Youth (B), the letter h in Formthotics should be used as a clearspace guide. When using the Formthotics Medical logo (C), no tab is used and the colour preference is white or blue. If logo is not legible, black should be used. These rules combined with the minimum size guideline (D) ensure legibility at all times. B D 25mm Minimum size C D 25mm Minimum size 5
pplying common sense The logo is drawn and brought together in an electronic format. There should be no attempt to redraw the logo. Common sense applies with its application but there are a few principles to observe. Don t break area of exclusion Orthotics Do not rearrange elements Do not recolour elements Do not apply logo over a complex image Do not compress elements Do not extend elements Do not rotate Do not rotate vertically 6
Website & supporting logos The Formthotics website () should always be Karbon Semibold, and exclude www. See contact details examples on page 8 for use. For material with a Formthotics focus, the Foot Science International logo (B) is used to state the manufacturer. This is not a feature logo and is typically placed on the back page of a brochure. In material where stating the country of origin is beneficial (C), the Made in New Zealand logo can also be included. B M C Download logos B Designer and manufacturer of Formthotics C Designer and manufacturer of Formthotics Made in New Zealand 7
Contact details Below are the most commonly used group of logos and information for Formthotics contact details. These are shown at previously used sizes, but can be scaled accordingly. The first group () is used on point of sale items such posters, while (B & C) are used on larger items such as brochures where extra manufacturing details are required. When using a QR code, see www.qr-codegenerator.com to create a direct link to the relevant content on our website. B M C Download logos Foot Science International Limited 26 Dakota Crescent, Sockburn, Christchurch 8042, New Zealand Phone: +64 3 348 2115 Fax: +64 3 348 0116 B Designer and manufacturer of Formthotics For further information about Formthotics, please email info@footscienceinternational.co.nz or visit our website at: formthotics.com formthotics.com info@footscienceinternational.co.nz facebook.com/formthotics Foot Science International Limited 26 Dakota Crescent, Sockburn, Christchurch 8042, New Zealand Phone: +64 3 348 2115 Fax: +64 3 348 0116 C Designer and manufacturer of Formthotics Made in New Zealand For further information about Formthotics, please email info@footscienceinternational.co.nz or visit our website at: formthotics.com 8
Typography The typeface used for all Formthotics material is Karbon. It is available in five weights, with a preferred use of Regular for headlines and body copy where possible. Copy should always be black or white and as a general guideline, headlines should sit at 200% of body copy size or another weight should be considered. Karbon is available to purchase from: https://vllg.com/klim/karbon or contact us for further information. Karbon Regular abcdefghijklmnopqrstuvwxyz BCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Karbon Light abcdefghijklmnopqrstuvwxyz BCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Karbon Medium abcdefghijklmnopqrstuvwxyz BCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Karbon Semibold abcdefghijklmnopqrstuvwxyz BCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Karbon Bold abcdefghijklmnopqrstuvwxyz BCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 heel & toe FOM biomechanical PROPRIOCEPTION Formthotics 9
Contour & dotted lines Contour lines Our contour lines are background elements used to support content in a layout. These can be flipped to suit and should be applied large, cropped in, with a fine point size. They feature on black, white and Formthotics medical blue background colours. They do not feature behind text, logos or on scenic images; but can be around the edges of images with a plain background for artistic effect or to tie elements together. ll Formthotics logos must have clear space guidelines applied and cannot touch contour lines. dobe Illustrator (ai) and png files are available for Contour 1 (), Contour 2 (B), Contour 3 (C) and Contour 4 (D) files. s a guide for small sized design material, 0.5pt is the minimum stroke width to be used and when used on Formthotics black background, the stroke must be 90% black. B Download contour lines Dotted lines The brand also features dotted lines which can be used horizontally (E) to separate information, or as a tool to highlight information (F) on diagrams. They are fine and small like the two variations below, and are to be used sparingly and with thought as often a rearrangement of elements can reduce the need for them. s a guide,.75pt is the minimum size for use on 4 size material, while 2pt is the minimum for 2 size material. B C D E.75pt 2pt F 10
Formthotics family brand imagery Images are to be clean with no gradients or contour lines added. The only addition to imagery are the Formthotics diagrams. See page 17 for examples. Images showcase Formthotics products (), New Zealand scenery (country of production) (B), and activity based imagery (C). ctivity based images must capture people in action, including facial expression and body language. These are the moments where we are at the peak of challenge, showing real human emotion eg, endurance, courage, fulfillment and a sense of achievement. People should be seen in the context of their chosen pursuit and show the context of Formthotics being used. B M C Download family brand imagery B C 11
Medical market
Medical colour palette The Formthotics medical market uses a strong blue, white and black colour palette. Blue and white are to be used as background colours, while black is for text and may be used sparingly as a logo colour. See page 10 for contour line use. The breakdowns below have been developed to work across a wide range of material, as accurately as possible. Formthotics medical Pantone 299 C C 86 M 8 Y 0 K 0 R 0 G 163 B 266 White Formthotics black C 20 M 20 Y 20 K 100 R 28 G 27 B 25 Formthotics contour lines 35% multiplied on Medical blue C 10 M 15 Y 10 K 75 R 90 G 87 B 87 13
Medical imagery Formthotics medical have a range of layered () and process (B) images, and product images that demonstrate the way the product works and how they are fitted. Image background is white for studio (B) photographs. B M Download medical imagery (non-watermarked) B M Download medical imagery (watermarked) B 14
Consumer market
Consumer colour palette The Formthotics consumer market uses a strong black and white colour palette for all material. The use of these colours varies with a preference of using a black background with white text. See page 10 for contour line use. Individual product colours also have a dark swatch only for use on the // before product names in product tabs or packaging. See page 18 for examples. The breakdowns below have been developed to work across a wide range of material, as accurately as possible. Run C 15 M 16 Y 100 K 0 R 223 G 199 B 35 Football C 80 M 10 Y 40 K 0 R 0 G 168 B 165 Cycle C 64 M 10 Y 11 K 0 R 76 G 180 B 211 Golf C 6 M 75 Y 100 K 0 R 197 G 90 B 31 Formthotics black C 20 M 20 Y 20 K 100 R 28 G 27 B 25 Run dark C 15 M 17 Y 100 K 40 R 145 G 131 B 18 Football dark C 80 M 10 Y 40 K 40 R 0 G 114 B 112 Cycle dark C 64 M 10 Y 11 K 46 R 43 G 113 B 134 Golf dark C 6 M 75 Y 100 K 40 R 136 G 67 B 20 Hike C 17 M 46 Y 100 K 0 R 213 G 147 B 43 Ski C 16 M 100 Y 81 K 5 R 197 G 32 B 57 Youth Football C 80 M 10 Y 40 K 40 R 0 G 114 B 112 White Hike dark C 17 M 46 Y 100 K 40 R 140 G 97 B 20 Ski dark C 16 M 100 Y 81 K 48 R 125 G 6 B 28 Youth Casual C 6 M 75 Y 100 K 0 R 197 G 90 B 31 Formthotics contour lines 100% on Formthotics Black C 10 M 15 Y 10 K 75 R 90 G 87 B 87 Casual C 6 M 75 Y 100 K 0 R 197 G 90 B 31 Casual dark C 6 M 75 Y 100 K 40 R 136 G 67 B 20 Dress C 16 M 100 Y 81 K 5 R 197 G 32 B 57 Dress dark C 16 M 100 Y 81 K 48 R 125 G 6 B 28 Industry C 85 M 5 Y 20 K 0 R 167 G 139 B 41 Industry dark C 64 M 10 Y 11 K 46 R 43 G 113 B 134 16
Consumer diagrams When using imagery within the consumer market, there is an opportunity to add in relevant diagrams which incorporate the Formthotics wireframes. Wireframes must sit within a circle, and anchor to a smaller circle highlighting the athlete s foot. Line weights can be white or black and should be a minimum of 1pt. Depending on the image, a white opacity circle should feature behind the diagram to help with clarity. s a guide this should be a minimum of 20% opacity, maximum of 50% but common sense applies especially when featuring black and white imagery. B C Download Formthotics wireframes 17
Product tabs Product tabs are used to differentiate products within the Formthotics consumer range. These tabs should be used at the top right () of most material with the shown spacing, with an invisable square formed on the top righthand side. There are instances such as packaging where they can extend and be located elsewhere. // Run // Run // Football // Cycle // Hike // Ski // Snowboard // Casual // Dress // Industry // Youth Casual // Youth Football 18
Consumer imagery The consumer market uses Formthotics family brand imagery (see page 11) and more specific activity based images for Formthotics Sport (), Formthotics Everyday (B), and Formthotics Youth (C) product brands. Images are to be clean with no gradients or contour lines added. The only addition to imagery are the Formthotics diagrams. See page 17 for examples. B C Download consumer imagery (non-watermarked) B C Download consumer imagery (watermarked) B C 19