FSI28527-Formthotics Brand Guidelines · [email protected] formthotics.com...

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 benefi t

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:

For assistance and access contact: [email protected] formthotics.com

Branding expert: Access for users with full branding privileges

Medical: Access for users in the medical market only

Consumer: Access for users in the consumer market only

B

Thank you for working with us.

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Formthotics brand guidelines / Febuary 2016

2

Brand structureThe 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

Medical marketConsumer market

Formthotics family brand

Formthotics product brands

Common brand elementsFor 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.

Arch SupportThe 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.

Heel CupThe deep heel cup provides increased support and control around your heel, assists with shock absorption and minimises heel strike.

3D milledFormthotics™ 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.

FormaxTM

Foot Science International’s own foam is made from a range of high grade ‘closed cell’ foams, designed to provide the most fl exible, lightweight and supportive orthotic possible.

AntimicrobialFormthotics™ contain Ultra-Fresh™, which inhibits the growth of bacteria and fungi that create foot odor and staining, keeping your feet healthy.

Formthotics™ are made by Foot Science International in New Zealand, using a unique design and manufacturing process that creates the ultimate custom orthotic.

The Formthotics™ Diff erence

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[email protected]/formthotics

ThermoformableFormthotics™ 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 fi t.

ShockStopA unique foam produced by Foot Science International from a hybrid of EVA 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.

Contact details08Logo & logo tab 04

Contour & dotted lines 10

Consumer colour palette16


PAGE

Typography09PAGE

PAGE

PAGE

PAGE


4

Logo & logo tabFormthotics logos in the consumer market

sit on black, whether it is on the contour line

background (A) 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).


A

Lookbook

1

Product Catalogue

B DC

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 DonatelliNew Zealand Orthotic Specialist



5

Logo guidelines

A C25mm

Minimum sizeD

A25mm

Minimum sizeDB

The area of exclusion (A) 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.


6

Applying common senseThe 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.

1

Product Catalogue

Do not rearrange elements

Do not compress elements Do not extend elementsDo not apply logo over a complex image

Do not recolour elements

Don’t break area of exclusion

Orthotics

Do not rotate Do not rotate vertically


7

Website & supporting logosThe Formthotics website (A) 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

benefi cial (C), the Made in New Zealand logo can

also be included.


A BDesigner and manufacturer

of Formthotics™ CDesigner and manufacturer

of Formthotics™Made in

New Zealand


8

Designer and manufacturer of Formthotics™

Foot Science International Limited26 Dakota Crescent, Sockburn, Christchurch 8042, New ZealandPhone: +64 3 348 2115Fax: +64 3 348 0116

For further information about Formthotics™, please email [email protected] or visit our website at:

formthotics.com

Foot Science International Limited26 Dakota Crescent, Sockburn, Christchurch 8042, New ZealandPhone: +64 3 348 2115Fax: +64 3 348 0116

For further information about Formthotics™, please email [email protected] or visit our website at:

formthotics.comDesigner and manufacturer of Formthotics™

Made in New Zealand

B

C

Contact detailsBelow 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 fi rst group (A) 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-code-

generator.com to create a direct link to the

relevant content on our website.


A



9

TypographyThe 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 Light

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890

Karbon Medium

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

Karbon Semibold


Karbon Bold


Karbon Regular


FormthoticsPROPRIOCEPTIONbiomechanicalFOAMheel & toe


10

Contour & dotted lines

A

F

.75pt

2pt

B C D

E

Contour linesOur contour lines are background elements

used to support content in a layout. These

can be fl ipped to suit and should be applied

large, cropped in, with a fi ne 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 eff ect or to tie elements together.

All Formthotics logos must have clear space

guidelines applied and cannot touch

contour lines.

Adobe Illustrator (ai) and png fi les are

available for Contour 1 (A), Contour 2 (B),

Contour 3 (C) and Contour 4 (D) fi les.

As 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 linesThe 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 fi ne 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. As a guide,

.75pt is the minimum size for use on A4 size material,

while 2pt is the minimum for A2 size material.


11

Formthotics family brand imageryImages 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 (A),

New Zealand scenery (country of production) (B),

and activity based imagery (C).

Activity 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, fulfi llment 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

CBA

Medical market



13

Medical colour paletteThe 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 medicalPantone 299 CC 86 M 8 Y 0 K 0R 0 G 163 B 266

White

Formthotics contour lines35% multiplied on Medical blueC 10 M 15 Y 10 K 75R 90 G 87 B 87

Formthotics blackC 20 M 20 Y 20 K 100R 28 G 27 B 25


14

Medical imageryFormthotics medical have a range of layered (A)

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)

A B

Consumermarket



16

Consumer colour paletteThe 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.


The breakdowns below have been developed

to work across a wide range of material,

as accurately as possible.

RunC 15 M 16 Y 100 K 0R 223 G 199 B 35

HikeC 17 M 46 Y 100 K 0R 213 G 147 B 43

CasualC 6 M 75 Y 100 K 0R 197 G 90 B 31

GolfC 6 M 75 Y 100 K 0R 197 G 90 B 31

Run darkC 15 M 17 Y 100 K 40R 145 G 131 B 18

Hike darkC 17 M 46 Y 100 K 40R 140 G 97 B 20

Casual darkC 6 M 75 Y 100 K 40R 136 G 67 B 20

Golf darkC 6 M 75 Y 100 K 40R 136 G 67 B 20

FootballC 80 M 10 Y 40 K 0R 0 G 168 B 165

SkiC 16 M 100 Y 81 K 5R 197 G 32 B 57

DressC 16 M 100 Y 81 K 5R 197 G 32 B 57

Football darkC 80 M 10 Y 40 K 40R 0 G 114 B 112

Ski darkC 16 M 100 Y 81 K 48R 125 G 6 B 28

Dress darkC 16 M 100 Y 81 K 48R 125 G 6 B 28

Industry darkC 64 M 10 Y 11 K 46R 43 G 113 B 134

CycleC 64 M 10 Y 11 K 0R 76 G 180 B 211

Youth FootballC 80 M 10 Y 40 K 40R 0 G 114 B 112

IndustryC 85 M 5 Y 20 K 0R 167 G 139 B 41

Cycle darkC 64 M 10 Y 11 K 46R 43 G 113 B 134

Youth CasualC 6 M 75 Y 100 K 0R 197 G 90 B 31

Formthotics blackC 20 M 20 Y 20 K 100R 28 G 27 B 25

Formthotics contour lines100% on Formthotics BlackC 10 M 15 Y 10 K 75R 90 G 87 B 87

White

Consumer diagrams

17

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. As 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



18

Product tabsProduct tabs are used to differentiate products

within the Formthotics consumer range.

These tabs should be used at the top right (A) 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// Football// Cycle// Hike// Ski// Snowboard

// Casual// Dress// Industry

// Youth Football// Youth Casual

A

// Run


19

Consumer imageryThe consumer market uses Formthotics family

brand imagery (see page 11) and more specific

activity based images for Formthotics Sport (A),

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.


B C Download consumer imagery

(non-watermarked)

B C Download consumer imagery

(watermarked)

CBA

FSI28527-Formthotics Brand Guidelines · [email protected] formthotics.com...

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