Brand Style Guide

Australasian Society of Aesthetic Plastic Surgeons | Brand Guidelines 2

Brand NucleusThe Australasian Society of Aesthetic Plastic Surgeons (ASAPS) represents the most comprehensively trained and qualified Specialist Plastic Surgeons who perform cosmetic surgery in Australia and New Zealand.

As a dynamic, peak body, we are committed to professional excellence, technical expertise, ongoing innovation and upholding the highest standards in our field.

Building on a foundation of integrity, care and compassion, our overriding focus is to ensure patient safety, from start to finish, and successful cosmetic surgery outcomes.

Key Messaging

CONTENTSKey Messaging 2

Welcome to the ASAPS Style Guide 3

Brand Platform 4

Positioning Line 5

Master logo – Colour 7

Master logo – Mono 8

Master logo – Reversed 9

Logo usage 10

Logo placement 11

Typography 12

Colour palette 13

Photography style 14

Best Practice – Stationery 15

Best Practice – Print Production 15

Best Practice – Online 16

Best Practice – Brochures 17

Best Practice – Social Media 18

Logo Naming Convention 19

Australasian Society of Aesthetic Plastic Surgeons | Brand Guidelines 3

Welcome to the ASAPS Style Guide

ASAPS represents a culture of excellence. Our strict membership criteria means that we represent more than 300 of the most comprehensively qualified Specialist Plastic Surgeons who perform cosmetic surgery in Australia and New Zealand.

Specialist Plastic Surgeons are committed to professional excellence and ongoing innovation. Their overriding focus is accountability, patient safety and successful surgical outcomes.

As a peak industry body, our vision is to become the go-to authority in cosmetic surgery. Through compelling and targeted communication, our vision is to help consumers make more informed decisions and to understand the standard of surgical excellence available to them.

The following style guide provides the rules and resources to support Practice Managers and or any person/organisation creating communications for and with ASAPS. These guidelines can be viewed as a tool kit, ensuring a strong, consistent and compelling brand story resonates in the market place.

For any enquiries, please contact Julia Power, the National Marketing and Media Manager on jpower@asaps.org.au or 0414 276 990.

Let’s lead by example and promote integrity and excellence in every conversation.

Australasian Society of Aesthetic Plastic Surgeons | Brand Guidelines 4

Our brand, is the promise of what we stand for.

Our brand is much more than the visual representation

of our logo. It is the feelings, associations and values

everyone places with us.

As a peak body, we represent the most comprehensively

trained Specialist Plastic Surgeons who perform cosmetic

surgery in Australia and New Zealand.

We are passionately committed to educating the general

public about the significant benefits of Specialist Plastic

Surgeons who strive to provide world class surgical

outcomes, outstanding patient care, maintain the highest

level of surgical qualifications and training and put

patient safety first.

This brand platform encapsulates the values, benefits and

our unique selling proposition. If these components are

consistently delivered to market, through every activity,

communication and promotion - they help strengthen

and solidify the associations of our brand.

Brand Platform

Expert Ethical Collaborative

Caring/Compassionate Trustworthy Committed

Leadership Integrity Accountability

Quality of service Innovation Excellence

A peak body advancing the

field of cosmetic surgery by educating

consumers and providing world-class training to

aesthetic plastic surgeons

Promotion of the highest principles of cosmetic surgery practice

Advancement of the field

Trusted source of information

Patient safety and quality outcomes

BRAND BENEFITS

BRAND ATTRIBUTES

BRAND ESSENCE

UNIQUE SELLING PROPOSITION

BRAND VALUES

BRAND PERSONALITY

The most comprehensively

qualified Specialist Plastic Surgeons in Australia and

New Zealand

Members

Strict membership criteria

World class training, meetings, ongoing education

Affiliations/Industry associations

Mentorship

Consumers

Risk management in terms of patient care and safety

Surgeon training and skills

Quality of outcomes

Go to source of info for cosmetic surgery

Directory of comprehensively qualified surgeons

Australasian Society of Aesthetic Plastic Surgeons | Brand Guidelines 5

Our positioning line reflects the promise of value that will be experienced and delivered to consumers.

Today’s cosmetic surgery market is complex and confusing. Consumers are overwhelmed by choice, ambiguous terminology, and may be misinformed about a surgeon’s skills, unaware of potential risks or lured by cheap deals. In addition, the skills of Specialist Plastic Surgeons may still be widely misunderstood.

The positioning line ‘excellence in cosmetic surgery’ was developed to clarify that the members of ASAPS, who are all Specialist Plastic Surgeons, are the experts in the field of cosmetic surgery.

It was developed to appear wherever the logo appears in communication material, to ensure our leadership in the field grows - whether dealing with consumers, industry or members, our focus on excellence is indisputable.

The positioning line can be used alongside the brandmark for any externally facing applications. It can also be used in the supplied formats, separate to the logo.

The positioning line must not be dropped out of any communication.

Positioning Line

Australasian Society of Aesthetic Plastic Surgeons | Brand Guidelines 6

The logo is our brand’s ultimate signature.

Our logo is inspired by the golden ratio, a concept

that beauty is based on divine proportions and symmetry

of features.

The shape is also reminiscent of the artist’s palette,

suggesting the importance of artistry and a strong

aesthetic sensibility.

About our logo

Australasian Society of Aesthetic Plastic Surgeons | Brand Guidelines 7

The ASAPS logo is available in both horizontal and

stacked formats, with and without the positioning line.

The horizontal colour version of the logo is the preferred

option for use across all applications. The stacked version

is for use when the preferred brandmark cannot be used

due to limited space, or the preferred brandmark cannot

be reproduced at its minimum size.

Always ensure our brandmark is only ever reproduced

from the master artwork files.

Master logo – Colour

Horizontal Horizontal with Positioning Line

Stacked Stacked with Positioning Line

Australasian Society of Aesthetic Plastic Surgeons | Brand Guidelines 8

The ASAPS logo should only be reproduced in mono

when colour is not an option.

When colour is not an option, the ASAPS logo can be

produced in 100% black or white reversed out of an

image or a dark background colour.

The 100% black version of the ASAPS logo can be placed

on light backgrounds. (In such instances, it is important

to ensure that the background colour is a non-conflicting

colour or graphic.)

Always ensure our brandmark is only ever reproduced

from the master artwork files.

Master logo – Mono

Horizontal Horizontal with Positioning Line

Stacked Stacked with Positioning Line

Australasian Society of Aesthetic Plastic Surgeons | Brand Guidelines 9

Master logo – Reversed

Stacked Stacked with Positioning Line

Horizontal Horizontal with Positioning LineWhen colour is not an option, the ASAPS logo can be

produced in 100% black or white reversed out of an

image or a dark background colour.

Always ensure our brandmark is only ever reproduced

from the master artwork files.

Australasian Society of Aesthetic Plastic Surgeons | Brand Guidelines 10

Minimum SizeMinimum size specifications are provided to ensure

the brandmark is reproduced effectively at a small size.

Minimum size specifications must be observed in all

applications.

Where there is a question of the quality of reproduction,

the brandmark must be used at a size larger than the

minimum size.

When using the brandmark in a partnership or

sponsorship context, careful consideration must be

given to sizing and balance. When the ASAPS brandmark

appears with other logos, it is important that it appears

visually balanced with other logos.

Clear spaceTo maintain the clarity and integrity of our brandmark,

a minimum ‘clear space’ must be observed in all

applications.

Clear space creates an invisible frame that is a minimum

area surrounding the brandmark that must remain free of

any conflicting visual element. Wherever possible, apply

additional clear space beyond the minimum requirement.

Clear Space – Print & Digital

Logo usage

X

X

X

15mm

30mm 85 pixels

40 pixels

Minimum Size – Print Minimum Size – Digital

Australasian Society of Aesthetic Plastic Surgeons | Brand Guidelines 11

There are three preferred logo placement positions. The

preferred logo placement positions are the top left corner,

top right corner or bottom right corner.

Co-branding

When applying the ASAPS logo with logos of other

organisations, the ASAPS logo should always be

given prominance - at least 10% larger. Co-branded

organisation logos should never appear visually bigger

or more prominent than the ASAPS logo.

Logo placement

3 1

2

Australasian Society of Aesthetic Plastic Surgeons | Brand Guidelines 12

Calibre and DIN Schrift are the two brand fonts used

across all communications.

Headlines can either be set in Calibre bold (Sentence

case) or Din Schrift (Upper case) where a contrast is

required across all applications.

Marketing messages use confident typography and

should be set in Calibre bold (Sentence case).

Calibre should be used for all supporting body copy

in communications material. There are two weights of

Calibre (medium and light). Italics are also permitted

where appropriate, although they should be used

sparingly.

Where Calibre or Din Schrift are not available,

for example on-screen presentations or internal Microsoft

Office templates, then Arial should be substituted.

Typography

Font weight

Light – used for body text

Medium – used for sub headings

Semi Bold – used for headings

Font weight

1451 ENGSCHRIFT – used for headings only where a contrast is required

Calibre DIN SCHRIFT

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz0 1 2 3 4 5 6 7 8 9

AA BB CC DD EE FF GG HH II JJ KK LL MM NN OO PP QQ RR SS TT UU VV WW XX YY ZZ0 1 2 3 4 5 6 7 8 9

Australasian Society of Aesthetic Plastic Surgeons | Brand Guidelines 13

Colour is an essential part of the ASAPS visual language

and helps create a strong and consistent brand identity.

The colour palette consists of two streams: the primary

brand colours and a secondary event colours.

The brand colour PMS 5473 from the logo is the most

recognisable colour and should always be prominent

in any application.

Additional colours in the primary colour palette are

for use in tables, graphs, infographics and backgrounds

to draw attention to specific areas of importance.

They should be used sparingly to draw attention to

specific information.

The event colour pallet has been created to inject life and

vibrancy when promoting events. These colours can be

used in conjunction with the primary colour pallet.

Accurate reproduction of these colours is essential.

Each of the colours has a corresponding reference

for print (both Pantone® and CMYK) digital (RGB)

and online (HTML).

Do not add additional colours to our palette.

Colour palette

Primary Colours

PMS 7477

C86 M29 Y21 K67

R36 G76 B90

Hex 244C5A

PMS 1645

C0 M63 Y75 K0

R255 G106 B57

Hex FF6A39

PMS 500

C6 M50 Y21 K14

R198 G133 B143

Hex C6858F

PMS 7401C0 M4 Y27 K0

R245 G225 B164

Hex F5E1A4

PMS 7712

C100 M0 Y28 K20

RGB: 0, 133, 155

HTML: 00859B

PMS 375 C40 M0 Y90 K0

R151 G215 B0

Hex 97D700

PMS 5025

C3 M30 Y13 K7

R219 G183 B187

Hex DBB7BB

PMS 587C9 M0 M50 K0

R227 G228 B141

Hex E3E48D

PMS 7710

C81 M0 Y23 K0

R0 G167 B181

Hex 00A7B5

PMS 233 C12 M100 Y0 K0

R198 G0 B126

Hex C6007E

BLACK

C0 M0 Y0 K100

R0 G0 B0

Hex 000000

PMS 677C1 M16 Y0 K2

R229 G206 B219

Hex E5CEDB

PMS 3258

C59 M0 Y30 K0

R73 G197 B177

Hex 49C5B1

PMS 265 C52 M66 Y0 K0

R144 G99 B205

Hex 9063CD

PMS COOL GREY 1

C4 M2 Y4 K8

R217 G217 B214

Hex D9D9D6

PMS 7443C9 M8 Y0 K1

R221 G218 B232

Hex DDDAE8

Brand colour

PMS 5473C86 M20 Y32 K51

R17 G94 B103

Hex 115E67

Event Colours

Australasian Society of Aesthetic Plastic Surgeons | Brand Guidelines 14

The photography developed for ASAPS is authentic

and real.

We want to present a realistic picture of the cosmetic

surgery industry.

We are taking a stance against heavily photoshopped

and airbrushed imagery that presents an unrealistic

an unattainable position.

The goal is to present visuals that balance authority

with consumer friendliness.

A selection of imagery is available for use in

communication material, website and social media.

To obtain copies contact Julia Power, the National

Marketing and Media Manager on jpower@asaps.org.au

or 0414 276 990.

Photography style

Australasian Society of Aesthetic Plastic Surgeons | Brand Guidelines 15

Suite 503, Level 5 69 Christie Street St Leonards NSW 2065 Australia

Tel +61 2 9437 0495 Fax +61 2 9437 9609

1300 027 277 asaps.org.auExcellence in cosmetic surgery

12 April 2017

Paoli Smith 42 Regent Street, Richmond 3121 Victoria

Dear Paoli Smith

Re: ASAPS

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Yours sincerely

Client Name Position Title

Our visual identity enables us to communicate who we

are and what we stand for.

All elements have been deliberately considered to shape

our perceptions of the ASAPS.

The following pages present how all these elements

come together to be used to their greatest potential

across a variety of applications.

Print production

To ensure our collateral has a consistent look and

feel, ASAPS specifies the following paper stocks. Print

quotes should be obtained using the following paper

specifications:

Uncoated stock:

100gsm Splendorgel or Splendorgel Digital SPI

Use for stationery (letterhead, follower with comps) and

direct-mail letters.

Coated stock:

Cover weight 350gsm Eco Star Silk 100% Recycled

(with gloss laminate).

Text weight 150gsm Eco Star Silk 100% Recycled

Use for printed brochures and business cards.

Best Practice – Stationery

Suite 503 Level 5 / 69 Christie Street St Leonards NSW 2065, Australia

Telephone +61 2 9437 0495 Mobile +61 407 181 833 mark@toowoombaplasticsurgery.com.au

1300 027 277 asaps.org.au

16626 APS Business card FA.indd 2 5/10/17 12:08 pm

Mark MagnussonPlastic Surgeon President

Excellence in cosmetic surgery

16626 APS Business card FA.indd 1 5/10/17 12:08 pm

Envelope

POSTAGE PAID

AUSTRALIA

With Compliments

Suite 503 Level 5 / 69 Christie Street St Leonards NSW 2065, Australia

Tel +61 2 9437 0495 Fax +61 2 9437 9609

1300 027 277 asaps.org.au

Excellence in cosmetic surgery

Letterhead With Compliments

Business cards

Australasian Society of Aesthetic Plastic Surgeons | Brand Guidelines 16

Website

Best Practice – Online

Surgeon profile

Surgery Checklist

Homepage

Australasian Society of Aesthetic Plastic Surgeons | Brand Guidelines 17

Brochures

Excellence in cosmetic surgery™

You’re in safe hands by choosing a member

of ASAPS

Specialist Plastic SurgeonHighly qualified personnel in Australia and New Zealand who have been specifically trained to perform cosmetic and plastic surgery.

Qualifications

Six years medical training plus eight to 12 years of specialist training in surgery and reconstruction

Trained by the Royal Australasian College of Surgeons, the only organisation to train surgeons in the region, which means they are a FRACS qualified surgeon

Recognised by the Australian Medical Council (AMC) or the Medical Council of New Zealand as a surgical specialist

Highly skilled in reconstruction and surgery – the foundation for cosmetic surgery excellence

Cosmetic SurgeonAny doctor in Australia with a medical degree and who has current registration can call themselves a cosmetic surgeon, physician or doctor.

Qualifications

Six years medical training

May have undertaken additional training

May or may not be recognised as a surgical specialist by the AMC or MCNZ

May or may not have obtained a FRACS

Why should you choose an ASAPS member?

Today’s cosmetic surgery market is complex and confusing with an overwhelming number of providers offering what, at the surface, could look like a similar service or product. But be warned, not all surgeons are the same.

In Australia and New Zealand, anyone with a six year medical degree can call themselves a cosmetic surgeon. As a consumer, this exposes you to a huge range of doctors with extremely varied surgical training and experience.

By choosing an ASAPS member you will be choosing a highly qualified, experienced and ethical Specialist Plastic Surgeon who focusses on aesthetics.

Not all surgeons are the same

ASAPS represents a culture of excellence

Today’s cosmetic surgery market is complex and confusing.

Consumers are overwhelmed by choice. They may be misinformed about a surgeon’s skills and training, unaware of potential risks or lured by cheap deals.

The industry has changed but standards of excellence must not.

Mark Magnusson President ASAPS

Excellence incosmetic surgery

Membership Advantages

With the growth of the cosmetic industry, consumers are inundated with choice and a wide range of doctors with varying levels of expertise and training.As the peak body for cosmetic surgery, we are passionately committed to educating the general public about the significant benefits of seeking out ASAPS members to perform their cosmetic surgery.

Our members are provided lifelong professional development with access to world-class education, training and networking opportunities. It’s expected that you will regularly attend our meetings to ensure you are continuing to stay at the top of your game and to also learn how to grow and maintain your practice.

Your support in upholding the highest standards in cosmetic surgery is expected by being an ASAPS member.

What We Stand For

Since 1977, ASAPS has been building on its foundation of integrity, care and compassion, with an overriding focus on patient safety and excellence in cosmetic surgery.Today, we remain as committed as we were 40 years ago, to upholding the highest standards in the cosmetic surgery field and dedicated to educating the wider public about the significant benefits of having their cosmetic surgery performed by a Specialist Plastic Surgeon.

Our VisionTo be the voice of Specialist Plastic Surgeons in Australia and New Zealand whose businesses focus on aesthetics.

Our MissionTo support Australian and New Zealand Specialist Plastic Surgeons in providing the best care to every cosmetic surgery patient through integrated clinical practice, education, research and life-long learning.

What we Value• Professionalism: We are focused on maintaining

the highest professional standards in Plastic Surgery. We are focused on outcomes and take responsibility for our actions.

• Respect: We show respect to our patients, colleagues and staff in all personal and professional interactions, listening to and valuing their opinions.

• Standards: We pursue excellence in all our endeavours and strive to improve the lives of our patients and co-workers.

• Conduct: We offer support and advice to patients, co-workers and colleagues to achieve the best outcomes.

ASAPS Members

As a member of ASAPS, you are amongst a group of eminently qualified and respected Specialist Plastic Surgeons, dedicated to upholding the highest clinical standards in cosmetic surgery in Australia and New Zealand.

We expect our members to demonstrate a commitment to professional excellence with an emphasis on technical expertise and innovation practiced within a safe and caring environment.

Best Practice – Brochures

Support us in upholding excellence in cosmetic surgery by becoming an ASAPS member today.

Become an ASAPS member today

Our Objectives

• To further the teaching and practice of excellence in cosmetic and plastic surgery and to encourage and develop this field of surgery in all its forms.

• To promote, by scientific meetings and other means, as an exchange of ideas and knowledge for the advancement of cosmetic and plastic surgery among Specialist Plastic Surgeons.

• To promote and maintain the highest principles of cosmetic and plastic surgery practice and ethics.

• To seek, receive and disseminate information about cosmetic and plastic surgery.

• To promote, enhance and provide opportunities for training in cosmetic and plastic surgery.

• To maintain and promote cordial relationships with representatives of all surgical disciplines and allied professions, and to work in conjunction with their respective bodies for the benefit and advancement of cosmetic and plastic surgery.

• To promote research in cosmetic and plastic surgery.

• In addition the Society has the power to:

- Promote a true and correct understanding of the aims and objectives of cosmetic and plastic surgery.

- Encourage the discipline of cosmetic and plastic surgery by the giving of prizes, Fellowships and other awards.

- Bring together the Specialist Plastic Surgeons of Australia and New Zealand, and elsewhere, for scientific discussion and practical demonstrations of cosmetic and plastic surgery.

aestheticplasticsurgeons.org.au +61 2 9437 0495 admin@asaps.org.au

Address Suite 503, Level 5, 69 Christie Street, St Leonards NSW 2065

Excellence in cosmetic surgery™

Our commitment to excellence in cosmetic surgery

is what sets us apart

Australasian Society of Aesthetic Plastic Surgeons | Brand Guidelines 18

Where is your surgery taking place?Put your safety first.

Social media video

Social media tiles

Best Practice – Social Media

Experience world-class treatment before, during and after your cosmetic surgery.

Patient safety, start to finish.What you need to know.

For cosmetic surgery, you need an excellent surgeon. Is your surgeon a member of ASAPS?

Cosmetic surgery is a big decision.Do your research. Know the facts.

If you have questions about cosmetic surgery we have the answers.

Should you be travelling overseas for cosmetic surgery?Think twice.

Australasian Society of Aesthetic Plastic Surgeons | Brand Guidelines 19

Which logo format do you use?

Raster files (jpg) & (png)

Designed to be used on-screen ie web, Microsoft Word,

Powerpoint etc. They are an RGB file so they will not

print accurately from colour laser/inkjet printers to

match our primary brand colour specification. May also

view differently from screen to screen depending on the

model, age and settings used.

These JPEGS are saved at high resolution. This allows

them to be scaled slightly prior to losing sharpness.

These PNGS are used when a transparent background

is required, ie reversed (white) logo.

Vector files (eps)

Vector based (created in Adobe Illustrator) are the

best format for logos used in artwork. Design studios

and printers will require these files when creating

material for ASAPS. Can be scaled to any size without

affecting quality.

Logo Naming Convention

Logo matrix

Logos Available formats Available colour space

ASAPS_Primary_logo > .EPS / .JPG / .PNG > CMYK / RGB / MONO / REVASAPS_Stacked_logo > .EPS / .JPG / .PNG > CMYK / RGB / MONO / REVExcellence in cosmetic surgery > .EPS / .JPG / .PNG > CMYK / RGB / MONO / REVASAPS Logo & Education Committee Aesthetic Education_Primary > .EPS / .JPG / .PNG > CMYK / RGB / MONO / REVASAPS Logo & Education Committee Aesthetic Education_Stacked > .EPS / .JPG / .PNG > CMYK / RGB / MONO / REVASAPS Logo & Excellence in cosmetic surgery_Primary > .EPS / .JPG / .PNG > CMYK / RGB / MONO / REVASAPS Logo & Excellence in cosmetic surgery_Stacked > .EPS / .JPG / .PNG > CMYK / RGB / MONO / REV

Stationery

APS Business card FA APS DLX envelope FA APS C5 envelope FA APS Letterhead FAAPS Follower FA APS Certificate FA

Logo abbreviations

ASAPS = Australian Society of Aesthetic Plastic SurgeonsCMYK = Process printing RGB = Screen use (word or web) MONO = Black printing onlyREV = Logo is white

EPS = Vector file (Illustrator)JPG = Raster filePNG = Raster file that maintains a transparent backgroundINDD = Indesign fileDOCX = Microsoft Word file

Logo approval - Our logo is an important part of our corporate brand. It represents our identity and is a valuable piece of intellectual property.

Letting other organisations use our logo can give the impression that we favour or endorse them. In some situations, it can even mean we have legal liability.

That is why every use needs the approval of the National PR and Marketing Manager so, as a Society, we can be assured that the logo is being used carefully.

To request use of our logo, please contact Julia Power on jpower@asaps.org.au or 0414 276 990.

Contact

For approvals and further information contact Julia Power, the National Marketing and Media Manager on jpower@asaps.org.au or 0414 276 990