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Corporate Branding Style Guide

2012

CORPORATE BRANDING STYLE GUIDE

Axis | SybronEndo
Company Positioning Axis | SybronEndo, a division of Sybron Dental Specialties, a Danaher company, represents the merging of two proven industry leaders in dentistry, Axis Dental and SybronEndo. With our dedicated employees and distribution partners, we are passionate and focused on achieving resultsthrough strong relationships promoted by a proactive, enthusiastic and responsive approach to business. Closely aligned with top clinicians and industry leaders, it’s our intent to remain the company of choice for dental professionals everywhere. Corporate Motto ROTARY MEETS ENDO.

CORPORATE BRANDING STYLE GUIDE

Logo Usage
For the present, the Axis, SybronEndo and Axis|SybronEndo logos willbe used depending on respective purpose.

A-

The Axis|SybronEndo logo (A) is used on all internal communications including press releases, PIB’s, graphics for sales meetings and trade shows. The Axis|SybronEndo logo can be used with or without the tagline “ROTARY MEETS ENDO.” For the time being, Axis (B) and SybronEndo (C) logos are used on sell sheets, packaging and products that arespecifically for Axis and SybronEndo due to regulatory issues.

B-

The only allowable colors are the corporate colors of Axis|SybronEndo. These are specified in CMYK and PMS (for print) and web color codes as follows: Blue (CMYK): C100 M36 Y3 K26 Gold (CMYK): M40 Y100 Dark Gray (CMYK): K85 Blue (RGB): G102 B155 Gold (RGB): R250 G166 B26

C-

Gray (RGB): R147 G149 B152 Blue (PMS): 7469C Gold(PMS): 137C Dark Gray (PMS): 85% of Black Blue (web): #00669b Gold (web): #f9a61b Dark Gray (web): #4d4d4f If color is not being used (as in a black and white flyer), black is permitted. If the logo will appear on a dark background where the blue logo cannot be seen clearly, white is also permitted. When the logo is imported into a document it should not be stretched or distorted. The “x” and “y”factors should always be kept at 100%. Be sure to have a high definition version of the logo, so that it appears crisp and not rastered or “fuzzy.” The logo should not be created from scratch. Always use an official logo in tiff, jpeg or eps format. For positioning the respective logos on sell sheets, packaging, etc. refer to “Applications.”

CORPORATE BRANDING STYLE GUIDE

Color PaletteStandardizing a color palette will enhance CMYK: 100C/36M/3Y/26K PMS: 7469C Web: #00669b the impact of the Axis|SybronEndo brand. An official color palette is shown to the left. It provides a strong visual link across a wide range of applications. The main color palette is blue and gray. CMYK: 85K PMS: 432C Web: #4d4d4f Shades of these colors can be used in situations where they are needed, such as whena black-colored font needs to be printed on a light-colored background. The golden-orange color is used to provide an accent or to highlight. Avoid using this Black: 50% PMS: 430C Web: #4d4d4f color as the dominant color field. In all communications, the blue or gray primary colors should dominate.

CMYK: 0C/40M/100Y/0K PMS: 137C Web: #f9a61b

CORPORATE BRANDING STYLE GUIDE

Fonts UniversUnivers Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKMLNOPQRSTUVWXYZ 1234567890$%&(.,: ‘’ “ ”/ !?) Univers Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKMLNOPQRSTUVWXYZ 1234567890$%&(.,: ‘’ “ ”/ !?) Univers Light Oblique abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKMLNOPQRSTUVWXYZ 1234567890$%&(.,: ‘’ “ ”/ !?) Univers Bold Oblique abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKMLNOPQRSTUVWXYZ 1234567890$%&(.,: ‘’ “”/ !?)
When used carefully and consistently, typography creates a constant and credible brand style. Univers is the dominate font family that is used for all SybronEndo communications. In that font family, Univers Light and Bold are used most often. Univers has been chosen as the corporate font because it is modern, cleanly designed and very legible. For simplicity and ease of use, only use...