BRAND

Transcription

1 BRAND

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3 BRAND Great companies are built on strong brands that influence customer choice and build loyalty. A strong brand is a competitive asset one that can improve market position and contribute to company profitability. When the essence of a brand is understood within a company, it can serve as a source of inspiration, excitement, and employee satisfaction. 2

4 WHAT IS A BRAND? Simply put, a brand is a constellation of experiences perceived in the heart and mind of the customer. Every time a customer engages with our company, these experiences grow. For ProLon our brand is a promise we make to our customers a promise we strive to fulfill at every point of customer interaction. For employees, the brand promise is reflected in their daily work experience. 3

5 PERCEPTIONS Ideally, our customers perceptions of ProLon should align with our own aspirations. We aspire to be a company that helps people live long healthy lives, using cutting-edge innovative food science and nutri-technology. When our customers share that belief about ProLon, our branding efforts will be successful. To reach that goal requires active and purposeful brand management. We begin by defining what our aspirations are; these are the perceptions we want our customers to have. 4

6 BRAND VISION The Product Brand Vision states where we are going with our product and what we want it to be: The world s most trusted and only clinically tested Fasting Mimicking Diet product that effectively, safely, and conveniently promotes healthy, longer lives. BRAND STANCE The brand stance is the single idea we want to own in our customers' minds: ProLon = Healthy intervention that transforms you from the inside out. BRAND PROMISE The brand promise outlines our commitment to our customers: When customers think of ProLon, they think of a company that develops the only fasting mimicking diet program that gives you the health and longevity benefits of fasting while still being able to eat food. 5

7 BRAND ATTRIBUTES The brand attributes identify the characteristics we want associated with ProLon. We have gathered input from customers and we know that these are all characteristics that they believe are important and that could strongly affect their purchasing decisions. SUPPORTIVE APPROACHABLE MODERN QUALITY-DRIVEN EASY-TO-USE LIFE-CHANGING TRUSTWORTHY EFFECTIVE NATURAL CLINICAL 6

8 EXCEPTIONAL The experience should delight our customers by providing unrivaled quality that exceeds their expectations. EFFORTLESS THE PROLON BRAND EXPERIENCE The ProLon Brand Experience defines our customers interaction with our company, its products, people, and communications. When customers interact with ProLon we want their experience to be: The experience should make our customers life easier through its straightforward, accessible and responsive approach. VITAL The experience should meet our customers needs by being essential, meaningful, knowledgeable and relevant. VISIONARY The experience should transform our customers world for the better with innovative, science-based and clinically proven products. 7

9 WHAT IS PROLON? ProLon is the first 5-day meal program that is scientifically proven and clinically tested to induce the health benefits of periodic fasting, healthy aging, cell regeneration, and fat-driven weight loss. Everything you need for each of the 5-days is located in one convenient carton, individually packed and labeled for each day. The meal program is based on a complex proprietary combination of ingredients. The meal program consists of scientifically formulated, great tasting, plant-based foods that are either ready to eat or easy to prepare, including soups, bars, snacks, supplements, a drink concentrate, and teas. The meal program provides approximately 1150 calories on Day 1 and approximately 800 calories on days

10 CLINICAL CLEAN MODERN MOODBOARD The inspiration for ProLon is healthy, clinical, life-changing. Design should be clinical, clean, and modern. Diverse images of people should be used throughout collateral and digital products. The target audience is between the age of 35 and 55, male and female, with an affinity for a healthy lifestyle. People using ProLon are looking to change the way they feel and/or look. Images of people looking happy, healthy and active should be used to complement the product. 9

11 Promoting health and Longevity. FASTING MIMICKING DIET 5-DAY MEAL PROGRAM 5 THE ONLY FASTING MIMICKING DIET PROVEN ANTI-AGING CLINICAL RESULTS 5-DAY MEAL PLAN FOR LONGEVITY prolonfmd.com 10

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13 BRAND IDENTITY What are the elements that make up our Brand Identity? The words you choose. The type you use. The colors, graphics, and imagery you communicate with. The way you use the ProLon logo. These are the key building blocks that help tell the ProLon story and shape people's perception of ProLon from consumer to health care provider, from partner to employee. 12

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15 LOGO This is the main logo that will be used across primary brand applications. The trademark helps audiences easily identify ProLon products, web presence, ads, and other materials, and enhances the professionalism of the brand. It is essential to the success of the brand that the logo always be applied with care and respect in every application according to these guidelines. The ProLon logo is distinct and modern. It signals a consistent foundation maintaining brand equity while reinforcing brand leadership, confidence, and quality. In preferred, or supplemental colors, the ProLon logo works across all media. ProLon Use in Copy Always capitalize the L when using the ProLon name in copy. 14

16 .75 MINIMUM SIZE The smallest the logo should be represented is.75 high from the top of the P to the bottom of the P. CLEAR SPACE To ensure legibility, always keep a minimum clear space around the logo. This space isolates the mark from any competing graphic elements like other logos or body copy that might conflict with, overcrowd, and lessen the Impact of the mark. The minimum clear space is defined as the distance from the top of the logo to the base-line. This minimum space should be maintained as the logo is proportionally resized. 15

17 COLOR USAGE The color usage for ProLon is minimal. The logo will be used in one color against white, but can also be used against a color background. 16

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19 PHOTO BACKGROUNDS There are a couple ways the logo can be used on photographic backgrounds, but each option should be exercised with care, making sure the logo and type are not obstructed by the image. In most cases, you can use either a solid white or color logo on top of a background image. TIPS: 1. Photos with shallow depths-of-field work best. 2. Avoid busy images with too much detail. 3. Applying a darker transparent overlay on an image helps makes text more legible. 18

20 UNACCEPTABLE USAGE A few rules are necessary for maintaining the integrity of the brand. Don't compromise the overall look of the logo by rotating, skewing, or distorting in any way - that includes adding unnecessary and unattractive text decorations like drop shadows and outlines. Here are a few examples or some ways you should never consider using the logo. A. B. C. D. E. F. H. H. I. Don t rotate the logo Don t squash or stretch. Don t place elements in the logo clear space. Don t resize any part Don t rearrange parts or create compositions that are not already provided. Don t add unofficial graphics to the logo. Don t use off-brand colors. Reference the Color Usage section. Don t add drop shadows or other text styles. Don t contain the logo in a box when used on a background. 19

21 A. B. C. ORDER NOW D. E. F. G. H. I. 20

22 REJUVENATE REGENERATE REVIVE Rejuvenation from Within TM 21

23 TYPOGRAPHY Typography is a powerful brand tool when used consistently. This set of typefaces best represents the bold and modern feel of the brand and should be used across all print and digital applications. ITC AVANT GARDE GOTHIC Use for headlines ITC AVANT GARDE GOTHIC Book / Regular / Extra Light A B C D E F G H I J K L M N O P Q R S T U V W X Y Z UNIVERS Use for body copy UNIVERS 45 Light / Condensed / Roman A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

24 TUFTS CMYK: 71.24, 36.98, 0, 0 RGB: 73, 139, 201 WEB: #498bc9 PMS: 279 c COLOR PALETTE Color is an integral part of brand identity. Consistent use of the color palette will not only reinforce the cohesiveness of the brand, but color also serves a psychological purpose by communicating a certain feeling to your audience. ProLon uses one primary color (OLIVE), and four secondary colors. MUSTARD CMYK: 28.58, 42.46, 87.04, 5.83 RGB: 179, 139, 66 WEB: #b38b42 PMS: 7510 c TEAL CMYK: 76.64, 5.84, 39.67, 0 RGB: 0, 175, 169 WEB: #00afa9 PMS: 326 c BRICK CMYK: 25.6, 75.65, 71.08, RGB: 169, 83, 72 WEB: #a95348 PMS: 7524 c OLIVE CMYK: 60, 22.91, 90.71, 4.86 RGB: 115, 152, 74 WEB: #73984a PMS: 7490 C 23

25 Promoting health and Longevity. Promoting health and Longevity. FASTING MIMICKING DIET 5-DAY MEAL PROGRAM 1 FASTING MIMICKING DIET 5-DAY MEAL PROGRAM 2 Promoting health and Longevity. Promoting health and Longevity. FASTING MIMICKING DIET 5-DAY MEAL PROGRAM 3 FASTING MIMICKING DIET 5-DAY MEAL PROGRAM 4 24

26 ICONS & ILLUSTRATIONS Contemporary design is trending toward simplicity, minimalism, and flat design. Flat design can be seen as the more sophisticated and versatile cousin of minimalism. While flat designs look great when made within the restraints of minimalism, they can also handle a lot more complexity; these designs have a crispness and clarity that can only be achieved by stripping away the three dimensional effects. In its essence, flat design has two objectives: W H O L E F O O D Embracing the limits of the screen and quickly communicating the visual message. Using this newfound simplicity allows websites to load faster and causes less visual communication processing on the user. 25

27 PATTERN Patterns can be used to texture, add visual interest, and separate page topics. The ProLon pattern should be used sparingly and always be used as a single color element. The pattern can be used on website and collateral materials. 26

28 Copyright L-Nutra Inc.

29 FINAL COMMENTS These guidelines are fairly flexible and should allow for enough creative freedom to use the logos and you see fit while still making sure the brand looks its best across all applications. If ever in doubt, just refer back to this guide, or feel free to contact our Director of Marketing with any questions at 27

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