Branding

Style Guide

3/13/12

1.800.279.8456 | MediSer ve.com

LOgO USagE

The following examples represent the acceptable and unacceptable uses of the MediServe logo. If at all possible, keep the logo on a solid white background. There are instances where a color needs to be behind the logo, i.e. t-shirts.

10% Black (Preferably all white)

100% Black

50% Black

75% Black

25% Black

InapproprIate Logo uSage

The mark should always be on the left. Please consult with the Marketing department if this logo alignment is necessary for your situation.

The mark should always be on the left.

The background is too dark for the blue and black logo. The all white logo should be used.

The logo should not appear ontop of a graphic.

The logo should not be skewed or distorted from the original aspect.

The logo should not be skewed or distorted from the original aspect.

COLOr STandardS
Standard CoLorS
Spot Color PANTONE 293 CMyK (print) C M Y 0 K 2 rGB (eleCtroniC) R 0 G B Hex (WeB) HEX # 0067B1

Standardizing a strong color palette will enhance the impact of the MediServe brand. Used consistently over time, colors become associated with MediServe, thus making a strong and unique brand. Consistent use of the MediServe color palette will make our company more recognizable and uniform. It provides a strong visual link across a wide range of applications.

100 57

103 177

Used primarily for MediServes logo. Blue should only be used as an accent. This is to make the Blue in the logo stand out, not blend.

PANTONE 5487

C 35

M 0

Y 16

K 54

R 89

HEX # 597B7C

123 124

Generally used for header and footer background in printed collateral.

PANTONE 5763

C 16

M 0

Y 74

K 57

HEX # 727A35

114 122 53

Generally used as accents lines and most header text.

SeCondary CoLorS
Spot Color PANTONE 5803 CMyK (print) C 2 M 0 Y 12 K 11 rGB (eleCtroniC) R G B Hex (WeB) HEX # DFE1CF

223 225 207

Generally used as background color or gradient to white.

PANTONE 5477

C 55

M 0

Y 27

K 73

R 32

G 83

B 82

HEX # 205352

Generally used as dark text instead of black.

PANTONE 5565

C 30

M 0

Y 24

K 26

HEX # 8BAEA1

139 174 161

Used as the Stripe background color. Also used as lighter text color for bullets.

TyPEfaCE STandardS

When used carefully and consistently, typography can be a powerful tool that can help us to create a constant and credible styled brand. Futura and Helvetica Neue have been chosen for most applications because it is modern, simple and readable. Please do not use any serif typeface. Serif fonts includet but are not limited to: Times New Roman, Georgia, Century Schoolbook, Courier, Garamond. The only serif font that should be visible is in the MediServe logo. By not using an abundance of serif fonts, the logos typeface stands out.

prIMary typefaCeS
used for titles / Headings used for paragraph text

Futura Book

abcdefghijklmnopqrstuvwxyz ABCDEFGHIjKlMNOPqRSTUvWXYz 0123456789(.,:;/?!)

Helvetica Neue
abcdefghijklmnopqrstuvwxyz abcdefgHijklmNopqrstuvwxyz 0123456789(.,:;/?!)

futura Light

Helvetica Neue Light

abcdefghijklmnopqrstuvwxyz aBcdefgHijkLmNopqrstuvwxyz 0123456789(.,:;/?!)

abcdefghijklmnopqrstuvwxyz aBCdEfghijkLMnOPqrSTUvwxyz 0123456789(.,:;/?!)

Futura Heavy

Helvetica Neue Bold

abcdefghijklmnopqrstuvwxyz aBcdefgHijklmNopqrstuvwxyz 0123456789(.,:;/?!)

abcdefghijklmnopqrstuvwxyz aBCdeFGHijKlMnopqrStuvWxyz 0123456789(.,:;/?!)

Futura Book Oblique

Helvetica Neue Italic

abcdefghijklmnopqrstuvwxyz abcdefgHIjklmNopqrstuvwxyz 0123456789(.,:;/?!)

abcdefghijklmnopqrstuvwxyz ABcdeFGhijklMnOpqrSTUvwxyz 0123456789(.,:;/?!)

Futura Light Oblique

Helvetica Neue Light Italic

abcdefghijklmnopqrstuvwxyz abcdefgHIjkLmNoPqrstuvwxyz 0123456789(.,:;/?!)

abcdefghijklmnopqrstuvwxyz abcdeFghijkLmnOpqrstuvwxyz 0123456789(.,:;/?!)

4

PrOdUCT LOgOS

In attempts to streamline MediServes products, we have removed the logos and marks from each product family and have instituted a simple stylized text logo. The typeface used is Open Sans Regular and Open Sans Light. This font is available for both Windows and Macs, but when you are typing the product, it is not required to use the typeface, but it is an option if you choose. All typefaces downloads are available at MediServe.com/branding .
all logos will use the standard MediServe Blue (see page 3 for color values). The family / platform for each logo will use Open Sans Regular The solution and or

will use Open Sans Light

produCt Logo exaMpLe

open sans regular

FamilyName SolutionName

open sans Light

Logo typefaCeS
used for product family used for product solution and

Open Sans Regular

abcdefghijklmnopqrstuvwxyz abcdeFghijklmNOpqRStuvwxyz 0123456789(.,:;/?!)

Open Sans Light

abcdefghijklmnopqrstuvwxyz abcdefghijkLmNOpqrStuvwxyz 0123456789(.,:;/?!)

Brand ELEMEnTS

The following elements are items to consider using in your collateral, Microsoft docs, etc.

acceptable Background gradient ms cream to white

cream colored lights Background image

if possible, allow the image to fade to white. this will allow the logo to be placed at the bottom left.

ms green light and stripe combo Background image

used when a striped background isnt present and you want a darker contrast for a background. currently used four our features and Benefits document front page.

Brand ELEMEnTS (COnT.)

ms green Header

dark striped footer

ms green footer if the ms green color is not present in the header, you may use the ms green color as the footer background

Brand ELEMEnTS (COnT.)

FUTURA: WHITE AND/OR CREAM TEXT

FUTURA: WHITE AND/OR CREAM TEXT

striped header background, used at the top of pages. i.e. ppts

Light colored stripes shadow only on bottom cream border only on bottom

striped header background, used in the middle of a title pages.

Light colored stripes shadow on top and bottom cream border (top and bottom)

FUTURA: WHITE AND/OR CREAM TEXT

left striped lead with

used for all sales sheets and client success stories

Branding ChEaTShEaT
10% Black (Preferably all white)

100% Black

75% Black

50% Black

25% Black

SWatCH

Spot 293 5487 5763 5803 5477 5565

CMyK (print) 100, 57, 0, 2 35, 0, 16, 54 16, 0, 74, 57 2, 0, 12, 11 55, 0, 27, 73 30, 0, 24, 26

rGB (eleCtroniC) 0, 103, 177 89, 123, 124 114, 122, 53 223, 225, 207 32, 83, 82 139, 174, 161

Hex (WeB) #0067B1 #597B7C #727A35 #DFE1CF #205352 #8BAEA1

Futura Book
abcdefghijklmnopqrstuvwxyzABCDEFGHIjKlMNOPqRSTUvWXYz0123456789(.,:;/?!)

Futura light
abcdefghijklmnopqrstuvwxyzaBCdEfghijkLMnOPqrSTUvwxyz0123456789(.,:;/?!)

Helvetica Neue
abcdefghijklmnopqrstuvwxyzabcdefgHijklmNopqrstuvwxyz0123456789(.,:;/?!)

Helvetica Neue Light

abcdefghijklmnopqrstuvwxyzaBcdefgHijkLmNopqrstuvwxyz0123456789(.,:;/?!)

Open Sans Regular

abcdefghijklmnopqrstuvwxyzabcdeFghijklmNOpqRStuvwxyz0123456789(.,:;/?!)

Open Sans Light

abcdefghijklmnopqrstuvwxyzabcdefghijkLmNOpqrStuvwxyz0123456789(.,:;/?!)

open sans regular

FamilyName SolutionName

open sans Light

3/13/12