CONTENTS LOGO 4 COLOUR 12 TYPOGRAPHY 14 MESSAGING 16 SOCIAL MEDIA 17 IMAGERY 18 PRESENTATIONS 20 BROCHURES 22 LINKING TO BACD 23

Transcription

1 Brand Guidelines 1

2 CONTENTS LOGO 4 COLOUR 12 TYPOGRAPHY 14 MESSAGING 16 SOCIAL MEDIA 17 IMAGERY 18 PRESENTATIONS 20 BROCHURES 22 LINKING TO BACD 23 2 British Academy of Cosmetic Dentistry Contents 3

3 LOGO Guidelines on usage of the BACD logo and announcement of Membership All members are reminded that announcement of membership of the Academy to patients and in practice promotional material should conform to the GDC s current guidelines for advertising and promotion. Announcement of membership or membership level should not be done in a way that misleads or has the potential to mislead the public. The title Founder Member is not officially recognised by the Academy and its usage is not permitted. The Academy s name and logo are its registered trademarks. Certain classes of membership are permitted to use these within the following guidelines. Please ensure that your business cards/practice brochures/websites and any other promotional items are compliant. Any non-permitted usage of the Academy s name and logo will be treated as an infringement of our trademarks. Associate members No formal announcement of membership in materials to be seen by members of the public, i.e. practice promotional material, business cards or stationery etc. May only announce membership as part of their CV in the form of Associate Member of the BACD, i.e. on a document intended for use by/for other dental professionals May not use the logo Full members May include the statement Full Member of the BACD in CVs, practice promotional material, business cards or stationery; May use the BACD Full Member logo provided that they are signed up to pay membership fees by the direct debit scheme, AND that they include a link from the logo on their website to the BACD website (link to Fellows May include the statement Fellow of the BACD in CVs, practice promotional material, business cards or stationery; May use the BACD Fellow logo provided that they are signed up to pay membership fees by the direct debit scheme, AND that they include a link from the logo on their website to the BACD website (link to Abuse of announcement of membership, misuse of the logo, or unauthorised use of the logo could result in the loss of BACD Membership as per the BACD Constitution and Byelaws, or possible referral to the GDC. May include a link to the BACD website from their own website but may not use the logo in the link or website Accredited members May include the statement Accredited Member of the BACD in CVs, practice promotional material, business cards or stationery; May use the BACD Accredited Member logo provided that they are signed up to pay membership fees by the direct debit scheme, AND that they include a link from the logo on their website to the BACD website (link to Note for all Members who are entitled to use a logo Please note that if you are part of a multipractitioner practice, the logo should only be displayed (in printed, online or other material) alongside the name of the individual dentist who is entitled to use it and in such a manner that it does not imply accreditation of the entire practice or other dentists. The same rule applies to any other promotional material. If you have any queries on this matter please contact the Credentialing Committee via BACD Central Office. 4 British Academy of Cosmetic Dentistry Logo Guidelines British Academy of Cosmetic Dentistry Logo Guidelines 5

4 LOGO Master and sub-brands Logo colour The master logo and sub-brands consist of three elements: BACD smile mark BACD namestyle BACD descriptor BACD sub-brands include the BACD Fellow and BACD Accredited Member logos as shown. The relationship between all these elements is fixed and must not be altered. Never redraw or re-proportion any of the BACD logos or any of its elements. BACD namestyle BACD smile mark Wherever possible the logo must appear in its full colour version of either CMYK or Pantone colours. If the full colour version cannot be used the logo can be reproduced in black only. For on-screen applications of the BACD logo the RGB colour breakdowns to be used are given below. BACD Blue Pantone 5425 C.34 / M.0 / Y.0 / K.38 RGB 109 / 152 / 172 BACD Grey Pantone 430 C.5 / M.0 / Y.0 / K.45 RGB 148 / 156 / 161 BACD 4 colour log consists of BACD Blue and BACD Grey BACD Pantone logo consists of BACD Blue and BACD Grey The BACD sub-brand colours operate in the same way as the master logo as demonstrated by the Pantone, 4 colour, black and white logos shown below. BACD descriptor BACD Black Pantone Black C.0 / M.0 / Y.0 / K.100 RGB 0 / 0 / 0 BACD Black logo consists of BACD Black BACD descriptor BACD White Pantone White C.0 / M.0 / Y.0 / K.0 RGB 255 / 255 / 255 BACD White logo consists of BACD White and BACD blue 6 British Academy of Cosmetic Dentistry Logo Guidelines British Academy of Cosmetic Dentistry Logo Guidelines 7

5 LOGO Clear space Don t get it wrong B B To make sure that the BACD Logo is visible and stands out on any application, an area of clear space should be maintained around the Logo. This is called the Clear Space area. This area should be free from text or graphic elements, such as keylines and textures, or from a visually busy part of a photographic background. As well as maintaining the clear space, a consistent placement or alignment of the Logo will help the visibility and recognition of the brand. B The Clear Space area is marked by the cyan rules shown above and is determined by measuring the height of the letter B in the BACD acronym as illustrated by the arrow shown above. Clear space the equivalent of this height should be maintained around the Logo as illustrated by the crosshatched area. B B Only use the Master Artwork versions of the Logos provided by BACD. The examples illustrated show misuse of the Logo. Always make sure not only that the correct artwork is used but that it has been applied correctly according to these guidelines. This ensures that BACD maintains a strong, consistent and memorable identity. When applying the logo to background colours or imagery, ensure that legibility is maintained. Placing the logo against backgrounds of similar colour or contrast is not permitted. Distortion of any sort is also forbidden, as is filling the logo with a gradation or image. British Academy of Cosmetic Dentistry Never change the typeface of any part of the BACD identity Always ensure the Logo is reproduced correctly and never distorted or stretched in any way The Do not add words to the Logo Conference Never make the logo form part of any other word or logo Do not use the BACD smile or acronym without the full Smile Mark The logo must not be placed on a white panel to aid legibility when placed over a colour or an image Never alter any of the colours used in the Logo or create a tinted version Do not use a halo,shadow or keyline Never place the logo over a busy or confusing background 8 British Academy of Cosmetic Dentistry Logo Guidelines British Academy of Cosmetic Dentistry Logo Guidelines 9

6 Size LOGO To make sure that the BACD Logo is reproduced well and is legible it is important that it is never made smaller than the minimum size. When print or paper are of variable quality the logo should be reproduced in black only. 20mm Minimum size The full BACD logo with strapline should never be reproduced at a size of less than 20mm in width. Maximum size There is no maximum size limitation. 10 British Academy of Cosmetic Dentistry Logo Guidelines British Academy of Cosmetic Dentistry Logo Guidelines 11

7 Colour COLOUR Consistent and thoughtful colour use is a key part of any strong visual identity. We have carefully chosen a range of primary and secondary colours to help you keep communication fresh whilst retaining a consistent look. Primary colours When representing the brand, it is important that the main and strongest colours used are the primary colours. C.34 / M.0 / Y.0 / K.38 R.109 / G.152 / B.172 C.5 / M.0 / Y.0 / K.45 R.148 / G.156 / B.161 C.0 / M.0 / Y.0 / K.0 R.255 / G.255 / B.255 C.0 / M.0 / Y.0 / K.100 R.0 / G.0 / B.0 C.0 / M.100 / Y.75 / K.40 R.158 / G.4 / B.37 C.61/ M.79 / Y.33 / K.15 R.110 / G.72 / B.110 C.34 / M.0 / Y.0 / K.47 R.109 / G.152 / B.172 Secondary colours Secondary colours should be used for differentiation. Dark colours Offer variety, such as we have done with the different sections of this guide. Note the front cover uses one of our primary colours as it represents the brand. C.100 / M.85 / Y.35 / K.0 R.35 / G.72 / B.122 C.100 / M.30 / Y.50 / K.0 R.0 / G.135 / B.138 C.20 / M.0 / Y.100 / K.20 R.176 / G.185 / B.29 Highlighting tones Use the highlighting tones for the smaller details in your communication. C.15 / M.90 / Y.100 / K.0 R.211 / G.65 / B.42 C.45 / M.100 / Y.40 / K.0 R.157 / G.41 / B.105 C.100 / M.15 / Y.55 / K.0 R.0 / G.151 / B.140 C.100 / M.0 / Y.0 / K.10 R.0 / G.159 / B.218 C.70 / M.0 / Y.25 / K.0 R.32 / G.190 / B.198 C.20 / M.0 / Y.65 / K.0 R.211 / G.226 / B British Academy of Cosmetic Dentistry Colour Guidelines British Academy of Cosmetic Dentistry Colour Guidelines 13

8 Typography professional communications Typography created in-house or online TYPOGRAPHY We have carefully selected a pair of typefaces for use on all professionally printed / produced communications. They should always be used to maintain consistency across communications. Both typefaces are modern, clean and simple, with a tone of confidence and professionalism. Geometric Slabserif 703 (Bitstream) Use this typeface on display and headline copy only. Geometric Slabserif 703 Extra Bold Italic Geometric Slabserif 703 Extra Bold Geometric Slabserif 703 Bold Italic Geometric Slabserif 703 Bold Geometric Slabserif 703 Medium Italic Geometric Slabserif 703 Medium Geometric Slabserif 703 Light Italic Geometric Slabserif 703 Light Bliss (Jeremy Tankard) Use this typeface on all body copy and small print. When creating communications in-house or online, it is often not possible to use the preferred typefaces used in professional communications. We have chosen alternatives that are widely available for PC and Mac and very often come pre installed as system fonts. In the case of writing on social media sites or blogs, it will often not be possible to choose a typeface at all. Tahoma (Microsoft) Tahoma is often installed on most PCs and Macs. Use Tahoma on display and headline copy. Tahoma Bold Tahoma Regular Tahoma (Microsoft) Tahoma is often installed on most PCs and Macs. Use Trebuchet on body copy and small print. Trebuchet MS Bold Italic Trebuchet MS Bold Trebuchet MS Regular Trebuchet MS Italic Bliss Bold Italic Bliss Bold Bliss Italic Bliss Regular Bliss Light Italic Bliss Light 14 British Academy of Cosmetic Dentistry Typography Guidelines British Academy of Cosmetic Dentistry Typography Guidelines 15

9 Messaging MESSAGING Social media SOCIAL MEDIA Messaging on communications should be strong, succinct and informative. Good copy on any external communications will usually consist of three paragraphs, an introduction, the body of what is to be said, followed by a call to action. Media has become a wider, more consumable form of communication with people having access to a wider variety of sources and more often, yet essentially in smaller chunks. If you wish your communication to be read, it is therefore important to make it short and snappy, whilst being informative. Current Brand Tagline: Committed to Clinical Excellence in Cosmetic Dentistry Mission: Inspire and promote excellence in cosmetic dentistry in the UK Vision: The most influential, open and dynamic community of dental professionals Values: Commitment, Integrity, Passion, Willingness to share Social media sites such as blogs, Facebook and Twitter have become an integral part of how a mass audience digest media. Whilst a large percentage of people are resistant to advertising in social media, it can also be highly targeted with opt-in facilities such as groups and subscriptions where your messages are more likely to find their target audience. Careful presence in social media can be a highly effective way to communicate. Make your posts interesting and factual. Hard selling in social media often alienates your audience. Did you know? China sets aside September 20th as a national holiday known as Love your teeth day Like This Page How much? The most valuable tooth was that of Sir Issac Newton purchased by a Businessman for 3,000. Which he used as a ring. Like This Page Did you know? The sugars from soft drinks and combine with the bacteria in our mouths which produces acids that attack tooth enamel. Like This Page 16 British Academy of Cosmetic Dentistry Messaging Guidelines British Academy of Cosmetic Dentistry Social media Guidelines 17

10 IMAGERY Imagery Imagery do not s Imagery do s The imagery we use must always include people. They must always be in full colour, never black and white or in one colour tints. Each image should exude a feeling of confidence. Ideal imagery would be shot outdoors or in bright environments. Ultimately, we sell a lifestyle, so a positive, healthy, happy, clean lifestyle with wide appeal should be reflected. It is also vital that a key part of the imagery used is a great product shot i.e. a great set of teeth. There s often a fine line between a cheesy grin and a healthy, sincere smile, so careful selection is all important. While the environment, model and feeling conveyed in this image are ideal, her all important smile is obscured. This image has crossed the fine line, looking a little cheesy and her smile looks forced and insincere. This photo sends all the right messages. The model looks vibrant, healthy and has a great smile. The colours convey a calm and rich quality. The composition is great and allows easily readable type to go down the left side. It s almost impossible to fake a natural smile. You can tell by the smiling eyes in this photo, that it is natural and unforced. This image would be nicely suited to a seasonal offer. The natural environment and lighting enhance the lifestyle appeal. There are many low budget, royalty free stock photo web sites around, where ideal imagery is available at a low cost. We have provided you with some downloadable pics to use at This photo is too cheesy and the shadows are too harsh. This image is boring and lacks vibrancy and sincerity. Family appeal. Nice natural lighting and broad smile. Unisex appeal. 18 British Academy of Cosmetic Dentistry Imagery Guidelines British Academy of Cosmetic Dentistry Imagery Guidelines 19

11 Presentations PRESENTATIONS There are master versions of our presentation template in Powerpoint and Keynote versions. Examples of the title slides and all the general slides are shown opposite. For flexibility, presentations can either be split up and colour coded into chapters, or a presentation could use just one of the colour themes. 20 British Academy of Cosmetic Dentistry Presentation Guidelines British Academy of Cosmetic Dentistry Presentation Guidelines 21

12 Brochures BROCHURES See opposite an example of a possible brochure cover and double-page spread. A master version of this document can be found here. One colour should be used as a main theme and then individual colours can be used to colour code chapters. The smile element of the logo can be used to create strong visual elements or used to highlight text or parts of an image. Cosmetic Interfaces Bringing It All Together BACD 9th Annual Conference 2012 DAY 2 Friday 23rd November Registration Opening Ceremony Dr Tif Qureshi Welcome by President Dr Tif Qureshi Current Innovations in Aesthetic Orthodontics Dr Rafi Romano Entia num effres oculegerei tus? Nons int. Es! Simmorei cons in Itatiam. ceperei etem egilici entili, nihil hendam, quam sente, dit. Olus publinp rorum, et L. Ad scri sedi facchus, fuitis cre moent, us et; hicerbis revidem cone templ. Ica; Castum, publiem ressil tem ut pati, Catquam ocae nocupior atque fic inem pulocau tervit. Nulicat imulica stiorium tus, qui sunt? Eti sestion terit, que cam orum, nem contioc avolus ca; nos, senia re iam locatis aus, senatimo es? ia? Ilis; estress entisse nterfervid nius, co tasdam paritatili, non vid inu iam Entia num effres oculegerei tus? Nons int. Es! Simmorei cons in Itatiam. ceperei etem egilici entili, nihil hendam, quam sente, dit. Olus publinp rorum, et L. Ad scri sedi facchus, fuitis cre moent, us et; hicerbis revidem cone templ. Ica; Castum, publiem ressil tem ut pati, Catquam ocae nocupior atque fic inem pulocau tervit. Nulicat imulica stiorium tus, qui sunt? Eti sestion terit, que cam orum, nem contioc avolus ca; nos, senia re iam locatis aus, senatimo es? Which Ceramic Should I Use? Dr Anas Aloum and Dr Mamaly Reshad Learn How To Help Your Patients When Minor Teeth Movement Is Needed Entia num effres oculegerei tus? Nons int. Es! Simmorei cons in Itatiam. ceperei etem egilici entili, nihil hendam, quam sente, dit. Olus publinp rorum, et L. Ad scri sedi facchus, fuitis cre moent, us et; hicerbis revidem cone templ. Ica; Castum, publiem ressil tem ut pati, Catquam ocae nocupior atque fic inem pulocau tervit. Nulicat imulica stiorium tus, qui sunt? Eti sestion terit, que cam orum, nem contioc avolus ca; nos, senia re iam locatis aus, senatimo es? ia? Ilis; estress entisse nterfervid nius, co tasdam paritatili, non vid inu iam Entia num effres oculegerei tus? Nons int. Es! Simmorei cons in Itatiam. ceperei etem egilici entili, nihil hendam, quam sente, dit. Olus publinp rorum, et L. Ad scri sedi facchus, fuitis cre moent, us et; hicerbis revidem cone templ. Ica; Castum, publiem ressil tem ut pati, Catquam ocae nocupior atque fic inem pulocau tervit. Nulicat imulica stiorium tus, qui sunt? Eti sestion terit, que cam orum, nem contioc avolus ca; nos, senia re iam locatis aus, senatimo es? Hands-On Dr Rafi Romano LIMITED ATTENDANCE DAY 2 Friday 23rd November LUNCH Entia num effres oculegerei tus? Nons int. Es! Simmorei cons in Itatiam. ceperei etem egilici entili, nihil hendam, quam sente, dit. Olus publinp rorum, et L. Ad scri sedi facchus, fuitis cre moent, us et; hicerbis revidem cone templ. Ica; Castum, publiem ressil tem ut pati, Catquam ocae nocupior atque fic inem pulocau tervit. Nulicat imulica stiorium tus, qui sunt? Eti sestion terit, que cam orum, nem contioc avolus ca; nos, senia re iam locatis aus, senatimo es? ia? Ilis; estress entisse nterfervid nius, co tasdam paritatili, non vid inu iam Entia num effres oculegerei tus? Nons int. Es! Simmorei cons in Itatiam. ceperei etem egilici entili, nihil hendam, quam sente, dit. Olus publinp rorum, et L. Ad scri sedi facchus, fuitis cre moent, us et; hicerbis revidem cone templ. Ica; Castum, publiem ressil tem ut pati, Catquam ocae nocupior atque fic inem pulocau tervit. Nulicat imulica stiorium tus, qui sunt? Eti sestion terit, que cam orum, nem contioc avolus ca; nos, senia re iam locatis aus, senatimo es? 22nd - 24th November 2012 Manchester Central, Petersfield, Manchester M2 3GX BREAKS Day 1: and BACD Ninth Annual Conference British Academy of Cosmetic Dentistry Brochure Guidelines British Academy of Cosmetic Dentistry Brochure Guidelines 23

13 Linking to BACD All Associate members, Full members, Accredited members and Fellows should provide a link from their website to the BACD home page: For further information about the BACD brand and advice on how to apply the logo, please contact: Suzy Rowlands suzy@bacd.com BACD website home page Tel: Fax: British Academy of Cosmetic Dentistry 29 Harley Street, London W1G 9QR 24 British Academy of Cosmetic Dentistry Brand Guidelines

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