HIVEC™Brand Guidelines
Background
Combat has recently implemented new branding and logo design for HIVEC™ that consists of five new logos and an accompanying strapline.
It was felt that brand development was necessary as the company moves forward and ultimately closer to releasing HIVEC™ trial data. In addition, there is a strategic need to differentiate the Combat BRS system from the other available Hyperthermia systems on the market.
The ultimate goal for the branding exercise is for Hyperthermia treatments to be known simply as “HIVEC™” and for Combat BRS to grow and maintain a global position as market leader in the field of Thermo-chemotherapy.
In the interests of consistency, it has also been decided during this process that as company we will refer to Hyperthermia treatments in all literature and written correspondence as:
Thermo-chemotherapy.
The correct way of referring to the Combat System will be:
COMBAT BRS system.
Brand Elements
The colours of the new logo have been chosen to reflect the nature of the product and to compliment the existing company logo (Combat Medical).
A purple circle, surrounded by an orange glow, which forms the icon of the new HIVEC™ logo, is designed to be representative of a chemotherapy drug molecule, with the orange glow to suggest warmth. Others may view the icon as a drug filled bladder, with a surrounding halo of warmth, either way; the icon is a visual representation of the action that it is advertising.
In addition to this, the circular icon also resembles a visual target, which ties in with the company name and the associated strapline.
The colours purple, orange and grey have been chosen due to their associations with the elements that they are representing (Chemotherapy and heat) and grey because it complements the orange in both the HIVEC™ and Combat Medical logos.
The HIVEC™ strapline, that reads “Targeting Bladder Cancer” is a direct description of what HIVEC™ ultimately does, but the use of the word “target” also ties together the brand elements of the HIVEC™ logo and well as associating the brand with the company: Target + Combat.
All of the elements together (circular icon, colours, strapline, font) hopefully convey the message that we are trying to present, which is that of a new, dynamic, precise and targeted treatment – of which Combat Medical is the industry gold standard.
The Artwork
The Icon-
This circular image in time will become a recognisable symbol for HIVEC™ and may be used alone to represent HIVEC™ in advertising. But until the brand becomes more widely recognised it should at present only be used as part of the overall HIVEC™ logo. Or used in general artwork in combination with the logo.
The logos-
Logo Usage Guidance:
Printing & Pantones-
All five logos comprise of three main colours that are as pantone references:
Printing of materials and promotional items will more than likely use a four colour print process (possibly more) as the orange glow around the circle needs to be made into lighter and darker versions for effect.
As the cost tends to increase above two and three colour print processes, a 2D version of the logo and icon has been produced to keep down the costs. It is suggested that all marketing materials such as brochures, leaflets, advertising, stand panels, patient information etc.… are printed with the 3D version as illustrated above.
However, in the interests of cost and simplicity, the 2D version of the icon may be used on promotional items such as pens, post it notes, mugs, key rings etc.…. An example of the 2D versions of the logo and icon are given below:
The pantone references are the same for the 2D versions; with the only difference being that the over all effect is that of a flatter image.
If the printing area on a promotional item such as a pen or key ring is very small then it is acceptable to use the HIVEC™ logo (as above) without the use of the strapline (Targeting Bladder Cancer). However, any changes associated with use of logo not defined in this document need to be approved by head Combat Medical Head Office UK.
Logo Positioning- If using the logo in a document or any form of printed matter then it should ideally be placed to the far left or far right, top or bottom of the document where it can be clearly viewed (without obstruction). The logos are available on the G Drive for download and use, and as a general rule, there should be a minimum of a 2cm exclusion zone around the logo when it is placed in any document. That measurement applies to the top, bottom, left and right of the logo. This is to maintain clarity and optimal positioning of the logo.
In addition the logo must never be distorted. If a logo needs to be copied and pasted into a document and then resized, it is important to keep the aspect ratio of the logo and not to alter the size by one aspect at a time.
Supporting Text-The use of rare and complicated fonts should be avoided; it is recommended that Ariel, Times New Roman and similar fonts are used so that they are in keeping with the font of the HIVEC™ logo.
In addition, its recommended that when producing documents and presentations, attention should be given to the colour palette of supporting text.
Colours- that clash with orange and purple (reds, browns, greens.) should be avoided, and colours such as greys, silver and orange should be used (in varying tones) to support the logo.
The following colours that are selected from the Windows font colour menu are suggested:
Primary
Secondary
Use With Company Logos
The HIVEC™ and Company specific Logo’s can be used together in the same document, although it is recommended that they be placed opposite rather than next to each other, in order to preserve balance and optimal presentation of both logos. So for example if the HIVEC™ logo is placed in the top left hand corner, the Company logo should be placed in the right bottom hand corner. Some example templates for use are included and stored on the G Drive.