BRAND
neodent.com.br/identidade-corporativa
GUIDELINES
01 a
Components of the logo
Logo colors Colors can evoke emotion and create an association with the brand. The importance of color is not only linked to brand awareness, but its primary goal is to express differentiation.
Purple represents nobility, respect,
Grey is associated with independence,
success, and wisdom. As a cool color,
self-reliance, and self-control. It is
it represents calmness and is usually
a complementary color, and should
related to spirituality; it stimulates
appear in communications as a
the area of the brain related to
secondary reinforcement of the
problem solving and creativity, and
content, whether this is text or image,
is unconsciously recognized as a
complementing the main scenario
stimulus to innovation.
which is represented by the color
EXCELLENCE AND INNOVATION
purple. R 131 G 49 B 119
R 128 G 127 B 131
C 53 M 99 Y 3 K 18
C 0 M 0 Y 0 K 60
PANTONE® 512 C
PANTONE® Cool Grey 10 C
HTML 833177
HTML 807F83
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01 b
Minimum size: printed media
All communications related to Neodent absolutely must respect the minimum size allowed for the logo. When the horizontal logo is smaller than 40 mm, use the version of the logo without the slogan and without the trademark symbol (®).
MINIMUM SIZE OF THE LOGO CONTAINING VISUAL LOGO, SLOGAN, AND TRADEMARK SYMBOL
MINIMUM SIZE OF LOGO WITHOUT SLOGAN AND TRADEMARK SYMBOL
MINIMUM SIZE OF THE SYMBOL
20 mm
5 mm
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40 mm
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01 C
Minimum size: digital media
In digital media, use the priority version of the logo until reaching a minimum size of 200 pixels. Depending on the space available for the logo, its other configurations can also be used, as long as the maximum reduction is respected.
MINIMUM SIZE OF THE LOGO CONTAINING VISUAL LOGO, SLOGAN, AND TRADEMARK SYMBOL
MINIMUM SIZE OF LOGO WITHOUT SLOGAN AND TRADEMARK SYMBOL
MINIMUM SIZE OF THE SYMBOL
135 px
32 px
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200 px
important These considerations do not apply to PowerPoint presentations, which must follow the specifications for minimum size in printed media, in centimeters (page 21).
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01 D
Layout grid
The Neodent logo, composed of the symbol, visual logo, tagline
Layout grid for the horizontal logo
and slogan, should always be presented in the correct proportion and with a its predefined protection area. The layout grid for the logo is based on 1 unit, which is equivalent to 1 of the spheres in
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1 unit Reference size for 1 unit of measure. Symbol layout grid
important The layout grid for versions without the slogan obey the same structure, and simply leave out the slogan.
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01
e
Protection area
The Neodent logo should always appear in accordance with the pre-defined proportions and protection area.
SYMBOL
HORIZONTAL Priority version
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1 unit Reference size for 1 unit of measure.
HORIZONTAL LOGO WITHOUT SLOGAN AND TRADEMARK SYMBOL Version exclusively for use in reductions, as described on pages 21 and 22 of this guide.
HORIZONTAL VERSION WITH ROUNDED EDGE
important No text should be applied within this area except for cases approved by the marketing division.
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01 f
Use of the trademark symbol
The size of the trademark symbol, when applied to the Neodent logo, will rarely be adjusted except when applied in formats where the logo is more than 60 cm at its base.
For large formats, the trademark symbol should be reduced and close to the logo, respecting the space of a ® symbol, as described.
important In bilingual materials, the logo should be used with the trademark symbol and without the slogan.
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02 A
Color palette
Colored versions All Neodent communications must absolutely respect the standard logo colors, as described below:
Color mapping
CORES SÓLIDAS
Purple
Sistema
Gradient
RGB CMYK PANTONE® Solid Coated
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Grey 60%
HTML
DEGRADÊ Roxo
Preto
Cinza
Cinza
R 131 G 49 B 119
R 128 G 127 B 131
R 35 G 31 B 32
R 218 G 219 B 220
C 53 M 99 Y 3 K 18
C 0 M 0 Y 0 K 60
C 0 M 0 Y 0 K 100
C 0 M 0 Y 0 K 16
PANTONE® 512 C
PANTONE® Cool Gray 10 C
PANTONE® Process Black C
PANTONE® Process Black C - 16%
833177
807F83
231F20
DADBDC
CONSTRUÇÃO DO DEGRADÊ Degradê
CORES SÓLIDAS DEGRADÊ
CORES SÓLIDAS Tom mais claro
Tipo Radial Feito em clipping mask
DEGRADÊ
16% preto
Sistema RGB CMYK
PANTONE® Solid Coated HTML
Sistema Cinza
Roxo
Tom mais escuro 100% preto
Roxo Preto
Preto
Cinza Cinza
Cinza
R 131 G 49 B 119
R 128 G 127 B 131 RGB
RR 131 49 BB32 119 35 GG31
RR 128 218 GG 127 219 BB 131 220
R 35 G 31 B 32
R 218 G 219 B 220
C 53 M 99 Y 3 K 18
C 0 M 0 Y 0 K 60 CMYK
CC 53 18 0 MM099Y Y0 3K K100
CC 00 M M 00 YY 00 KK 60 16
C 0 M 0 Y 0 K 100
C 0 M 0 Y 0 K 16
PANTONE® 512 C
PANTONE® PANTONE® Cool Gray 10 CSolid Coated
PANTONE® PANTONE® 512 C Black C Process
PANTONE® PANTONE® Cool GrayBlack 10 CC - 16% Process
PANTONE® Process Black C
PANTONE® Process Black C - 16%
833177 231F20
807F83 DADBDC
231F20
DADBDC
Tom uniforme *
833177 Cinza 60%
807F83
HTML
Sistema de cor degradê Illustrator
* The uniform tone can be used when the application/printing/embroidery of the logo does not allow the construction of the gradient as shown in this manual.
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02 A
Color palette
MONOCHROME VERSIONS – POSITIVE AND NEGATIVE
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SILVER VERSION - PANTONE® 877C
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When the logo cannot be used in color, it must be applied exclusively in black (positive version) or white (negative version) as any other color printing processes could compromise the visual identity.
The monochromatic silver version is indicated for specific application in special materials, and must follow the Pantone ® code described above.
MONOCHROME VERSIONS ON GREYSCALES 10%
20%
30%
40%
50%
60%
70%
80%
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02 B
Use on colored backgrounds
Colored backgrounds This guide describes the appropriate application of the Neodent logo on different backgrounds.
COLORED VERSION ON LIGHT BACKGROUNDS
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To allow more flexibility, the colored Neodent logo may be applied on homogeneous light backgrounds with up to 10% of total color saturation.
MONOCHROMATIC VERSION ON DARK BACKGROUNDS
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In these cases, the best option is application of the logo in negative, always taking care to provide the best reading of the brand.
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02 b
Use on colored backgrounds
COLORED VERSION OF THE LOGO ON PHOTOGRAPHIC BACKGROUNDS In cases where the colored logo will be applied over a photograph, standardization is suggested to ensure a complete reading.
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The indications for logo application assume application on a white box with rounded edges, always respecting the protection area, or using a horizontal band across the image.
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02 C
What to avoid
Below are some examples of improper alterations to the Neodent logo. Reproduction of the images below is strictly prohibited.
Changing the colors of the logo
Narrowing the logo
Stretching the logo
Making the logo lean
Orienting the logo at an angle other than that described in this guide
Using the logo only in outline form
Using the logo in negative with colors
Using the logo without the logo
Using the logo application on a non-homogeneous image
12
03 A
Institutional fonts
Neodent has two basic sets of fonts:
Fonts for use in complex graphic materials Fonts for routine use, for use in documents, presentations, etc. This differentiation was made to ensure that all materials are included in the brand concept and its derivations. Below are the two sets of fonts available for use.
1
2
Dax Primary font family The font for complex materials should reflect the personality of the brand and emphasize the message of the communication piece. It brings excitement and personality to the brand, and at the same time it is light and not excessive. For this reason, the Dax font family was chosen.
Trebuchet MS Secondary font family Functional and commonly used, the secondary font is a system font (that is, it is available on different operating systems), guaranteeing its reading integrity on all computers. It consists of the typeface family Trebuchet, which is very readable and approximates the Neodent personality. It is primarily recommended for internal reproduction and in situations where it is not possible to use Dax.
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03 B
Use of the word Neodent in texts
To avoid variations and facilitate different types of application, the word Neodent must be used according to the text where it is found.
CORRECT USE OF THE WORD NEODENT IN RUNNING TEXT, TITLES, AND SUBTITLES.
1 2
Neodent is a leading company in the dental implant sector. It constantly invests in the improvement and technological advancement of its products, offering excellence and innovation to the implant dentistry market. Always seeking customer satisfaction, has a global structure to serve clients throughout
important
1
If the text is entirely in upper-case, the name of the brand should be in all upper-case.
2
The word Neodent, in this example, should be written in the default font and capitalized
Brazil and abroad.
3
Neodent’s human capital is the essence of this structure. Each employee’s participation is critical, helping to boost Neodent’s
2
innovation, continuous improvement, and achievements. Together 3
The Neodent logo cannot be placed in the middle of text
with Neodent Digital, Original, and the Acqua surface, we transform ideas and effort into solutions that help professionals
4
Except in advertising materials, which enjoy greater visual freedom, the word Neodent and the name of
4
around to world to recover more and more patients’ smiles, selfesteem, and happiness.
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Intellectual Property rights are governed by Law no. 9279/96. Any change to trademarks held by Neodent may result in administrative, civil and criminal liabilities. The information contained in this material is confidential and belongs to JJGC Ind. e Com. Materiais Dentários S/A. No copies, reproductions or publications shall be permitted without prior consent.
