Lloyds Online Doctor Ireland Brand Guidelines August 2013

Brand identitydesign guidelines

Brand Identity Design Guidelines 2

Lloyds Online Doctor is entering a new phase and we’ve made a few changes to bring the way we present ourselves inline with the way our business is developing.

Lloyds Online Doctor

Brand Identity Design Guidelines 3Lloyds Online Doctor

. . . and convenience. Our service is new to many people and it is vital that we build a brand that people trust.

We want our patients to understand who we are and how we can help them. To do that we’ve improved the way that we communicate.

It’s all about trust . . .


Our brand – ContextWe live in a culture of consumer technology. Using the internet, we can manage our lives in an easier and more convenient way than ever before.

We shop, we socialise, we bank, we manage utilities and we access entertainment through online interfaces.

More and more people are comfortable connecting with brands and services online. As technologies and devices develop, this culture will grow.

Traditional face-to-face communication continues to merge with the world of online interaction. Healthcare will be a key part of this evolution.

Powered by leading healthcare professionals and bespoke technology, we can offer patients an experience that is more convenient than the traditional face-to-face alternative.

Our patients can decide when and where they get expert advice and order their treatments.


Our brand – VisionIt is our vision to be the marketleader in online healthcare.

We provide our patients with a trusted and accessible service that forms a part of their busy lifestyle.

We believe that more and morepatients will be comfortableusing our service.

And we believe that we offer our patients an alternative form of healthcare that is simpler and more affordable than the traditional care they’re used to.

Our brand – PositioningOur fully-qualified doctors have a wealth of experience in both traditional and online healthcare. They provide a professional, efficient service.

We are a pioneering healthcare service with a human touch and accessible interface.

We can integrate smoothly into a patient’s busy life – meaning they will keep returning to the site for repeat prescriptions and expert advice.



Our valuesWelcomingOur service is discreet and simple and we speak with a conversational tone of voice. We always offer an empathetic ear.

ProfessionalOur organisation is run by doctors and leaders in healthcare. We are an authority on medical care, we have a holistic and evidence-based outlook.

HonestWe are a transparent organisation. We aim to create an honest and open relationship with our patients and use jargon-free language to explain medical conditions.

PioneeringWe believe technology has the power to deliver healthcare in a way that is simple for patients. We will lead the way towards a widespread use of online healthcare technologies.

Welcoming Professional Honest Pioneering


Identity elementsThe following pages introduce the core elements that help to create our visual identity.And explain how to use themto create a confident andcoherent brand.



Primary logotypeOur primary logotype is an essential part of our brand identity. It represents who we are and what we do andshould be ever present wheneverwe create communications.

Primary logotype – Artwork types

It is supplied in differentcolour variations for usein different applications.

Our primary logotype is constructed from three elements.

1LloydsOnlineDoctorwhich states who we are

2Our strapline whichreinforces our offer

3Our underline whichrepresents the humannature of our business

1

Full colour

Monotone dark blue

Monotone black

Monotone white

2

3

Please see the colour palette section on pages xx–xx for colour references.


Primary logotype – Full colour usage

Whenever possible we should apply our primary logotype in full colour on a white background.

Primary logotype – Monotone usage

The monotone versions of our primary logotype havebeen created for instanceswhere the full colour versionis not appropriate or possible.

This is the idealusage of theLloydsOnlineDoctorfull colour logotype

Full colour on white

Monotone dark blue on light blue

Monotone dark blue on gradient

Monotone whiteon light blue

Monotone whiteon gradient

Monotone whiteon grey

Monotone black on white

This combination should only be usedwhen only blackprinting is possible.

Monotone whiteon black


Monotone dark blue on lilac

Monotone whiteon lilac

In certain instancesit may be required to place the logo on a colour background.

In such cases, onlya tint of 10% lightblue or 10% greyshould be used.

Please see the colourpalette section onpages xx–xx forcolour references.

Full colouron 10% light blue

Full colouron 10% grey




Primary logotype – Sizes

To retain visual integrity and ensure legibility our primary logo should never be applied below a certain size. Recommendedsizes for certain formats have also been determined.

Primary logotype – Exclusion zone

There is also an exclusion forthe logo that acts as an areato protect it. No other graphic elements or typography should enter this area.

45mm wideRecommended forA5 formats, quarterpage and half page press adverts.

60mm wideRecommended forA4 formats and full page press adverts.

70mm wideRecommended for A3 and related formats



This is the minimum recommended size.


Primary logotype – Placement

Placement of our logotype isvery important.

It should always have a prominant position and have authority on the page. And it should always be positiveand forward moving.

Preferred placementWhenever possible our logotypeshould be placed along theright hand margin. And at the top or bottom of therequired format.

Alternate placementIn some instances it may not be possible to place it along the right hand edge. When this is the case it is permissible to align it with the left hand margin of the required format.


Secondary logotypeIn some cases it may just be necessary to use our secondary logotype. Which simply consistsof our name.

Secondary logotype – Usage

It is permissible to use oursecondary logotype in thefollowing colour combinations.

This version of our logotype is for use on internal communications and our information films only.

Full colouron white

Full colouron 10% light blue

Full colouron 10%grey

Full colour

Monotone white

Monotone black

Our secondarylogotype is availablein full colour, monotone white and monotone black only.

Monotone whiteon light blue

Monotone white on imagery

This is only permissible when legibility is retained.

Monotone white on imagery

It should never be used when legibility is compromisedin any way.

Monotone black on white


Monotone whiteon black





Secondary

Colour paletteOur colour palette consistsof three primary colours. They promote calmness and confidence. They are a point of difference for our brand. We also havea set of secondary colours anda colour gradient.

PrimaryPantone 0821

C 54.05M 0Y 8.13K 0

R 114G 208B 235

Pantone Rubine Red

C 8.28M 100Y 34.8K 2.9

R 214G 0B 87

Pantone Cool Grey 10

C 0M 2Y 0K 60

R 135G 134B 134

Pantone 2735

C 100M 99.7Y 15.22K 5.8

R 41G 0B 136

Pantone Process Blue

C 100M 27.65Y 5.78K 0.84

R 0G 130B 202

Pantone 2705

C 54.05M 0Y 8.13K 0

R 114G 208B 235

GradientPantone 0821+Pantone 2705

Pantone Rhodamine Red

C 11.03M 91.61Y 0K 0

R 231G 0B 149

Pantone Neutral Black

C 54.05M 0Y 8.13K 0

R 114G 208B 235

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The secondary colour paletteprovides a colour for productpricing and hierarchy and colours to use when colour printing or reproductionisn’t possible.

They should never be used as a tint.

The gradient is for use as a backdrop within our communications. It is created using two of our primary colours.

The gradient is a 50/50split between thosetwo colours and shouldnever be used as a tint.



TypefaceOur typeface is called FSAlbert.It is a functional typeface witha friendly personality and helpsto give our communicationsa distinctive and accessible tone.

We speak with confidenceand clarity so we use two weightsfrom the FSAlbert family.

This ensures that we always have a strong contrast and clear hierarchy within content.

AaBbCcDoctordEeFfGgHhIiJjKkLloydsMmNnOnlineoPpQqRrSsTtUuVvWwXxYyZzAaBbCcDoctordEeFfGgHhIiJjKkLloydsMmNnOnlineoPpQqRrSsTtUuVvWwXxYyZz

AaBbCcDoctordEeFfGgHhIiJjKkLloydsMmNnOnlineoPpQqRrSsTtUuVvWwXxYyZz

FS Albert Regular

Usage:— Text— Tables— Product details

FS Albert Italic

Usage:— Text— Product details

FS Albert Exrabold

Usage:— Headlines— Text headings— Prices— Website buttons



TypographyGood typography is vital to the way we connect with our patients.

It is important to adhereto some basic rules thatwill help to maintain a consistent use of our identity.

Throughout, we shouldalways speak with FSAlbert.

Ranged right

Our typography should always be ranged left. This ensures a

constant starting point to each line and makes reading more

efficient.

Too tight

We should always use a comfortable amount of line spacing (leading). If line spacing is too open or too tight, legibility is affected. As a rule leading should 3 points greater than the text size. So 20 point text would be set with 23 point leading.

Centred

Our typography should always be ranged left. This ensures a constant starting point to

each line and makes reading more efficient.

Too open

We should always use a comfortable

amount of line spacing (leading).

If line spacing is too open or too

tight, legibility is affected. As a rule

leading should 3 points greater than

the text size. So 20 point text would

be set with 23 point leading.

Justified

Our typography should always be ranged left. This ensures a constant starting point to each line and makes reading more efficient.

Ranged left

Our typography should always be ranged left. This ensures a constant starting point to each line and makes reading more efficient.

Correct line spacing (leading)

We should always use a comfortable amount of line spacing (leading). If line spacing is too open or too tight, legibility is affected. As a rule leading should three points greater than the text size.So 20 point text would be set with23 point leading.

Correct character spacing

Our content should alwaysbe consistently spaced and not be too tight or too loose. This creates a more considered typographic style.

Spacing too tight


Spacing too loose


ALL UPPERCASE

OUR CONTENT SHOULD ALWAYS BE SET USING STANDARD CAPITALISATION RULES – UPPERCASE AND LOWERCASE LETTERS SHOULD BE USED THROUGHOUT ALL OF OUR COMMUNICATIONS.

all lowercase

our content should always be set using standard capitalisation rules – uppercase and lowercase letters should be used throughout all of our communications.

Upper and lowercase

Our content should always be set using standard capitalisation rules – uppercase and lowercase letters should be used throughout all of our communications.

Unaffected

FSAlbert should always be used in it’s original form. It is not permissible to change or alter the letterforms.

Stretched Condensed Distorted



PictogramsOne very important aspectof our brand is our consultationand treatment process. It is a simple and discreet process that is central to our offer.

We have made it a key aspect of our visual identity by creating a distinctive set of pictograms to communicate the process.

The pictograms that represent our ordering process have been developed as an extension of the visual language in our logo.

They should be used in ourcommunications to supportmessaging and information.

1Complete our confidential medical questionnaire and pay for your consultation.

2Our registered doctors will post your prescription to you if medically appropriate.

3Take the prescription to your local pharmacy. That’s it!

Pictogram colours

Pictograms can beapplied in the three colour combinationsshown on this page.



Connecting lineOur logotype forms the cornerstoneof our visual language and isaccompanied by a connecting linethat helps to define and control our communications.

The line connects with the underline of our logotype and our pictograms to create a coherent visual device.

It can be flexible and configured in different ways to accommodate content and messaging. And it is permissible to create designswithout the connecting line.

The connecting line should haveradius corners that are visually consistent with the logo type underline.


Connecting lineBelow are examples of how the connecting line can be applied,with or without pictograms.

The connecting line can be usedto create areas for content.

The line can change direction horizontally but must always align to the margins vertically.



Text style guideIt is important that these conventions are used at all times.

Medicines not Medication

Prescriptions not Scripts

Lloydspharmacy not Lloyds Pharmacy

DrThom not Dr Thom

STI not STD

chlamydia, hepatitis etc not Chlamydia, Hepatitis

Side effects not side-effects (no hyphen)

Use the full word for numbers up to and including ten. After that, use figures. (eight, nine, ten, 11, 12)

Italics should NOT be used for organisations, so use World Health Organisation, not World Health Organisation

Publications, however, SHOULD be italicised. Use The Sunday Times, not The Sunday Times

Face to face can function as an adjective or an adverb. Its hyphenation differs in each case: Hyphen for an adjective. No hyphen for an adverb. We do not offer face-to-face services (adjective) We do not see patients face to face (adverb)

Log in (separate words, no hyphen) for a verb/action button; Login details (one word) for an adjective. Everyday for a noun or adjective (an everyday scenario) Every day to indicate a period of time (every day I’m hustling)

Click & Collect (no inverted commas; capitals for both words), not ‘Click and collect’ Same day Click & Collect not same day click and collect

In-pharmacy collection not in-store collection

Mail-order for an adjective (mail-order delivery) Mail order (no hyphen) for a noun (you can buy medicines by mail order)

Hair loss (no hyphen) not hair-loss or baldness (hair loss is more professional and is free of the negative connotations of baldness)

Collection not pickup

Use ‘single quotation’ marks, not “double” but if emphasising a word, use italics or underline

Alpha-blockers, not alpha blockers

Prescription-only medicine not prescription only medicine

No one not no-one

Next day delivery not next-day delivery

Complete an assessment form not fill in

Your Patient Record (caps) not our patient record

Check-up not check up

Long term: if this acts as a noun then don’t use a hyphen (planning for the long term). If it acts to describe something else (as an adverb or adjective) then it should have a hyphen (taking HRT long-term)

For future use (or similar phrases) not in advance of need

Lloydspharmacy stores not Lloydspharmacies

Brand names are capitalised (Viagra), but generics are not (sildenafil)

Reduced sex drive not reduced libido

Irish-registered not Irish-qualified

Write sexually transmitted infections (STIs) (no capitals for the full words, not apostrophe for acronym), not Sexually Transmitted Infections (STI’s)

If you are unsure whether to use ‘we’ or ‘us’ (as in ‘we/us doctors want to help you’), drop the noun and the correct pronoun choice will become obvious. (‘We want to help you’ not ‘us want to help you’)


Brand applicationThe identity elements wehave introduced combine to give our communications a unique look and feel whichgives us a clear advantagewhen speaking to existingand potential patients.

The following pages showdesign examples of how theywork in application. These examples have been createdfor your reference and in conjunction with the guidelines they should act as inspiration for your own applications


Design examples – Advertising A strong point of difference in our communications is our use of messaging. It helps to engage audiences andwhenever possible should utilised instead of imagery.


Design examples – Advertising When our advertising requires imagery,we should always aim to use imageryof our doctors at work. The images should be real and honest and never stock imagery of models.

To reinforce this honesty and trust each image should be accompanied by the doctors name, qualifications and registration number.

HealthTimeMoneyConvenient Women’s and Men’s health assessments and prescriptions, without the cost. www.lloydsonlinedoctor.com

Rememberthe waiting room?Take three easy steps to yourprescription and avoid the hassle!www.lloydsonlinedoctor.com

1Complete our confidential medical questionnaire and pay for your consultation.

2Our registered doctors will post your prescription to you if medically appropriate.

3Take the prescription to your local pharmacy. That’s it!

All assessments and prescriptions are administered by our expert teamof fully qualified doctors.

Men’s healthassessments andprescriptions without the cost.www.lloydsonlinedoctor.comDr Tom BrettMBBS FRACGP

Medical Councilregistration number: 401301

Women’s healthassessments andprescriptions without the cost.www.lloydsonlinedoctor.com

Dr Christina HennesseyMBBS FRACGP

Medical Councilregistration number: 401301


Mezzanine Floor

50–54 Wigmore Street

London W1U 2AU

[email protected]

T 020 7224 2835

www.lloydsonlinedoctor.com

Design examples – Stationery


Rachel CarrellManaging Director

[email protected]

Mezzanine Floor50–54 Wigmore StreetLondon W1U 2AU

T 020 7224 2835M 07777 777777www.lloydsonlinedoctor.com

Mezzanine Floor50–54 Wigmore StreetLondon W1U 2AU

Rick SellarsCommercial Art60 Great Suffolk StreetLondon SE1 0BL

Dear Rick,

There are many variations of passages of Lorem Ipsum available, but the majority have suffered alteration in some form, by injected humour, or randomised words which don’t look even slightly believable. If you are going to use a passage of Lorem Ipsum, you need to be sure there isn’t anything embarrassing hidden in the middle of text. All the Lorem Ipsum generators on the Internet tend to repeat predefined chunks as necessary, making this the first true generator on the Internet.

It uses a dictionary of over 200 Latin words, combined with a handful of model sentence structures, to generate Lorem Ipsum which looks reasonable. The generated Lorem Ipsum is therefore always free from repetition, injected humour, or non-characteristic words etc.

With kind regards,Stephen

19/06/13Ref: Design guidelines

[email protected] 020 7224 2835www.lloydsonlinedoctor.com


Design examples – Infomercials Design examples – Website


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Lloyds Online Doctor Ireland Brand Guidelines August 2013