brand guidelines2012

take the doctor home with you®

Dr. Fredric Brandtbiography

Internationally known lecturer, sought-after physician and innovative dedicated doctor in practice for more than 20 years.

Dr. Fredric Brandt is constantly called upon to provide his expertise in research, treatment and

diagnosis regarding all issues of dermatology. Beyond this contribution to his field, Dr. Brandt has published numerous professional papers, conducted in-depth industry-wide research programs, is a Board Certified Member of the American Board of Internal Medicine and the American Board of Dermatology, and holds membership in numerous prestigious organizations such as the International Society for Dermatologic Surgery, International Society of Cosmetic Laser Surgeons, American Medical Association, American Society for Dermatologic Surgery, Dermatology Foundation Leaders Society, Florida Medical Association, among others.

With practices in both Miami and New York City, Dr. Brandt sees more than 40 patients a day.

Patients rely on Dr. Brandt for the resolution of medical concerns, but also for his innovations in the realm of in-office procedures.

Dr. Brandt’s love of skincare started at Sloan-Kettering where he specialized in the research and treatment of leukemia. There he dedicated his studies to using natural elements to fight against the growth of cancer. Green tea, vitamin A and vitamin C became studied treatments under Dr. Brandt’s expert eye, and would be the basis of his future skincare line. dr. brandt® skincare is the combination of science with eastern botanicals; its custom formulations are created to achieve and maintain radiant, glowing skin regardless of age or condition.

the visual identityestablishes the first distinctive impression of our company and positions the

brand with a particular tone and language. The brand manual sets the guidelines to communicate the brand strategy and its graphic design applications.

it shows the brand structure, the composition, chromatic application and different graphic elements that require visual consistency with the brand values.

our intention is to establish guidelines to convey solid, coherent and integrated visual images of our company.

Dr. Brandt is a practicing dermatologist who is continuously innovating and creating new products by combining science and eastern botanicals.

our registered trademark dr. brandt® is a skincare brand based on a monochrome logo.

as a general rule, the logo is to be applied to all material such as packaging, graphics, banners, posters, web sites, broadcast and other media.

when referring to “dr.brandt skincare” , the registration mark ® must be applied as such; dr. brandt® skincare and the distance between the period “.” and the “b” has to be half size from the font size

our intention is to establish guidelines to convey solid, coherent and integrated visual images of our company.

Any registered trademark used in our category brand, it has to reach the top end from the last letter of the word

dr. brandt® skincaretop end from last letterhalf size from type (19pt)

type size (38pt)

vital spacethe vital space “v” of the brand is equal to the space left between the base of brandt and the edge of the of the black bar.

when the logo is floating and not set to bleed, or when tag lines are used, it should maintain the vital space.

the brand logo will be included on all types of packaging and won’t always befloating.

when the logo is set to bleed, the equal space of the left side of the rectangle is adjusted to match the lower space.

logo and taglineHelvetica Neue (T1) / 67 Medium Condensed / 33 kerning is used for tag line

there are two ways to layout logo with tag line:

take the doctor home with you® take

the

doc

tor

hom

e w

ith y

ou®

90º

tag line after logo: • it should be aligned up with the bottom end of the “t” of the logo• there should be a 3mm space between logo and tag line• tag line size will be the same as “brandt” width with 33 kerning

tag line with logo in 90º:• it should be aligned up with the bottom of the “b”• the registered trademark should allign up with the top of the “d”• tag line size will be the same as “brandt” width with 33 kerning

take the doctor home with you®

take the doctor home with you®

3mm

logo + colors

to reproduce the brand with a single ink, we should look at the background color

we know whether to use the logo in negative or positive, according to the lightness or darkness of the background

the logo in positive will be used when applying it to media where the background is white, transparent or a particular light color

dr. brandt uses many different media and surfaces where the background is completely black. Therefore, the version in negative wil be used on dark fields

reduction & enlargement

1 in.2.5 cm

0.5 in.1.3 cm

0.25 in.0.5 cm

good visibility

acceptable visibility

minimum visibility

max. 20% of the artwork

the minimum size of the logo is one inch, except in specific cases, such as applications on pencils, pens or other small products

the logo can be reproduced based on a grid which will prevent the need to readjust the leading, size, tracking or aligment

design elementshead shot / photograph, stripe, signature and website should be used to reinforce the brand image

Dr. Brandt’s picture, signature and website in white background.• the signature should be 1/3 from Dr. Brandt’s picture.• the website should start from the left margin of the picture and it ends where the “R” from the signature begins.• the website should be in black with a typeface of helvetica neue (T1) / 67 medium condensed and the words “skincare” should match the category color that is featured

drbrandtskincare.com

drbrandtskincare.compantone color of the category featured

30% of black the space between stripe should be the same as the height of the stripe

color featuring the category. It should be 1/3 of the total width

pantone color of the category featured

Dr. Brandt’s picture, signature and website in black background• the signature should be 1/3 from Dr. Brandt’s picture• the website should start from the left margin of the picture and it ends where the “R” from the signature begins• the website should be in black with a typeface of helvetica neue (T1) / 67 medium condensed and the words “skincare” should match the category color that is featured

stripes are composed in 2 colors:

corporate fontsfonts are always used in lower casefonts are always used in lower case, except when stating cities, countries and Dr. Fredric Brandt

applies to printed materials such as://stands // banners // collaterals // magazine ads // newsletters

the main fonts are: body copy and head line (Default type font)

gills sans MT Pro / mediumabcdefghijklmnopqrstuvwxyz1234567890!?#$%^&*()~

body copy and head line

helvetica neue (T1) / 67 medium condensedabcdefghijklmnopqrstuvwxyz1234567890~!@#$%^&*()

body copy and head line + accent

helvetica neue (TT) / condensed boldabcdefghijklmnopqrstuvwxyz1234567890~!@#$%^&*()

corporate fontsfonts are always used in lower casefonts are always used in lower case

alternative fonts:

Helvetica Neue (TT) / UltraLight abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()

Helvetica Neue (TT) / Lightabcdefghijklmnopqrstuvwxyz1234567890~!@#$%^&*()

our visualsfonts are always used in lower case

they are in black or white background

creative picturemost of the time are in black backgroundThey are shown in a different way from a single product shot

white/ black backgroundeach category product is photographed in white and black background

ministhey are photographed in white background

pantone colorscolors are used to identify each category. They are allowed as a form of highlighting special products or promotions

lineless®

RHODAMINE RED C

flaws no more®

PANTONE 382 Clight years away®

PANTONE 186 C

dr. brandt® house callsPANTONE 320 C

pores no more®

PANTONE 293 C

glow by dr. brandt™PANTONE 196 C

UV SPF30PANTONE 8383 C (untinted)

PANTONE 8580 C (tinted)

blemishes no more®

PANTONE 266 C

time arrest®

PANTONE 877 C