key identity elements · Brand Assets 30 This, of course, is easier said than done. With so many ways to speak to customers, and each other, messages can sometimes get muddled, and

onhealth

Brand Guidelines 2018

Floor 1, Swan BuildingSwan Street, ManchesterM4 5JW

Internal use onlynot for circulation

onhealth 01

© copyright forever agency

Changing the way we learn and produce evidence-based research for life-changing

Our Vision

Our Strategy

We create stand-out weight-loss, built on intelligent medical and fitness programmes that solve our customer’s challenges.weight loss.

key identity elements

Identity 02

Master Logo


Our brand identity system makes it easy to bring the brand to life.

The logomark, together with the logotype is our flag. It represents us. And when we use it the right way, people can spot us at a glance.The Logo has been functionally designed to match any of our Primary and Secondary Colour Palettes, allowing flexible usage. As we communicate with a lot of colours, it’s essential that the logo has the adaptability to work with all of our brand assets.

onhealth

Identity 03


onhealthTextLeft Alligned

Left Alligned

Identity 04


The Heart Mark

onhealth200px

onhealth18px

167px

Identity 05

The onhealth logo should always be surrounded by a minimum area of space. The area of isolation ensures that headlines, text or other visual elements do not encroach the logo.



Identity 06

onhealth

Isolation area

The onhealth logo should always be surrounded by a minimum area of space. The area of isolation ensures that headlines, text or other visual elements do not encroach the logo.

The area is defined by using the height of one of the drops from the onhealth symbol. A margin of clear space equivalent to this height is drawn around the logo to create the invisible boundary of the area of isolation.

Isolation Area25% of main logo

onhealth© copyright forever agency

Identity 07

onhealth© copyright forever agency

Identity 08

Futura PT LightFutura mediumFutura medium ItalicFutura bold

ABCabcABCabcABCDEFGHIJKLNOPQ

RSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

Identity 09


Identity 10


Typography

Primary

Secondary

ABCDEFGHIJK0123456789

Futura Bold

Futura PT Light

ABCDEFGHIJK0123456789

AA


Identity 11

Master Logo Variation Examples

onhealth onhealth onhealth onhealth

onhealth

Dark filter 60% Opacity on imagery

Add a splash of colour with our gradients within the heart or using the white symbol It gives our logomark the flexibility it deserves to demonstrate the variety of onhealth subjects.

https://drive.google.com/drive/folders/1q-_qjtpQ0hdUBFYIBJ5Sdr3NZPk0qNGT?usp=sharing





Identity 12


Colour

Primary - Main colours used with logos & interior design

Secondary - Accent Colours used in typography for Marketing Collateral

Identity 13


C 100

M 87

Y 31

K 18

R 28

G 48

B 102

C 86

M 60

Y 0

K 0

R 28

G 101

B 203

C 89

M 71

Y 0

K 0

R 28

G 69

B 233

C 55

M 61

Y 0

K 0

R 141

G 112

B 200

C 0

M 64

Y 2

K 0

R 255

G 128

B 177

C 12

M 9

Y 10

K 0

R 229

G 229

B 229


Identity 14

Typography Styling

I needed to lose weight

Central typography

I needed to lose weight inorder to get a gastric band

Left Alligned typography

Identity 15


Leaflet Example

I needed to lose weight inorder to get a gastric band

onhealth.co.uk

[email protected]

Front Back

A5

Johnathan CarterDirector

123 Health Park, Heath Road, Healtherton, Lancashire, HE AT4

0161 972 9999

[email protected]

+44 (0)7515518726

www.onhealth.co.uk

M:T:

E:

onhealth


Identity 16

Business cards

Identity 17


Letter head

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Dear Mr. Smith

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facipsam, quiae nima ne qui a ipiet et que que est estis re autas versped ut liquatur, omnis apitata niam, idempor

erspideliqui atusdae officid utatiataest faccus et autectotae nobisquos alitas et verferspidis venissit volor aspero

beatur mollabo repelendi renim et faccusto comnimperum que perupti corem fuga. Nem. Nequi cumquam

eostrumet doluptat qui occusam, is dolendae volupta qui omnim quiducim eos endis sequodic temqui dolent

ut aborro venisciam eres sit endicium natur? Officti te denit, quo offictusdam as aribus exeruptatem idit ium, od

quam quiame dolupic te comnieni beatur? Senes parum erion eum consectus doluptiis estia velitasi nobis as

ressequis aut lam aut quis aut minciist facerum es doluptatus as et harum quatiur?

endicium natur? Officti te denit, quo offictusdam as aribus exeruptatem idit ium, od quam quiame dolupic te

comnieni beatur? Senes parum erion eum consectus doluptiis estia velitasi nobis as ressequis aut lam aut quis aut

minciist facerum es doluptatus as et harum quatiur? Obis perepero et dolorporpos ese

endicium natur? Officti te denit, quo offictusdam as aribus exeruptatem idit ium, od quam quiame dolupic te

comnieni beatur? Senes parum erion eum consectus doluptiis estia velitasi.

Yours Sincerly

Jason Kelly

Director

52 Heaton Road, Heaton

Newcastle upon Tyne, NE6 1SE

onhealth

52 Heaton Road, Heaton, Newcastle upon Tyne, NE6 1SE

T | 0344 576 1679 E | [email protected]

on-health.co.uk

On Medical Limited trading as On Health Registered in England & Wales 05773924 Saxon House, 50-52 Heaton Road, Byker, Newcastle Upon Tyne, Tyne And Wear, NE6 1SE

Identity 18


Email Signature

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James Smith <[email protected]>to Jane

Subject line

onhealthIgenimpo rporumquis et dolo ex et voluptatur mollestiis qui nobitae ente perum recerumquia dolupient arum ratem quiam facillanisi veliqui conem. Axim qui blaut odi beatemo digendaesto explabor audi consequam cupta cuscien deleste nemporemolum essitam int, que dolorro videlibus, tet vit aut haruptatque solestibus none enihictem voloreic temped quam, ut autaepe nobitis apitiam ipidunt. que dolorro videlibus, tet vit aut haruptatque solestibus none enihictem voloreic temped quam, ut autaepe nobitis

James Smith CEO

onhealth.com

0161 203 2300

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brand world

Brand World 19


A brand world is a snapshot of what we want a brand to look and feel like. Essentially a moodboard, they’re a curation of images that create the inspiring ‘world’ we want our customers to step into

Brand

Brand World 20


They work as a guidance for creative both internally and externally, because:

They help articulate a brands personality, tone and paletteImages inspire more easily than wordsImages are less open to interperationWe mainly experience brands visually

why?

there are a fewreasons why brandworlds are useful

Colour

Personal

BrightClean

Minimal

Healthy

Team work

Technology

Support

Scientific

Brand World 21


photography

Photography 22


How we like our images

Colour Scientific MedicalTechnology

Photography 23


Art direction Clean & Minimal

Lots of white space gives an overall cleanly impression. Minimal photography, one coloured background where possible.

Coloured background mainly shot in studio, but could also be done outdoors with textures.

Photography 24


Art direction Lighting

Artificial lighting brightens the photography. Young youthful, pop brightness. Lighting the subject.


Photography 25

Art direction Poses

Profile / Story / HeadshotsBringing through personality. Natural, not forced.

Wellness / treatmentsRelaxed, Calm, Peaceful and happy.


Photography 26

Art direction Stilllife

One coloured background, neatly laid out products; ordered and organised.

Photography 27

Art direction Groups

Bringing in the ideas of support, help and care, through the photography. Story telling caring narrative.


Focusing on faces and interaction, shaking hands.Emotions portrayed through faces

Photography 28


Lifestyle shots

Showing life after treatment. Capturing positivity, enjoing life and having fun.

Tone of Voice

Tone of Voice 29

Our brand exists to help people change their lives for the better. So we must choose language that reflects this. Our every word should reinforce our positioning as leading experts in bespoke, achievable weight loss programs.

Brand Assets 30

This, of course, is easier said than done. With so many ways to speak to customers, and each other, messages can sometimes get muddled, and the brand voice can become diluted. To guard against this, we have created a short, memorable phrase that sums up the way we speak. We call it being positively honest.

Let’s dig into that phrase a little bit.

The weight loss industry is not his-torically known for its honesty. Onhealth is different. Our body science-based approach, ongoing support, and bespoke programs are inherently honest. So to communicate this, we should anchor our language in the kind of truths that will resonate with our customers.

Brand Assets 31

Honesty alone is not enough, however. After all, our personalised plans and scientific foundations help people to change their lives. So we should weave positivity into our language. That means using words which will motivate, inspire, and instil confidence – just like the support our customers receive from us every day.

So, the simple rule is this: every time you write on behalf of Onhealth, ask yourself: ‘are these words positively honest?’

Brand Assets 32

ConfidentBoldFriendlyKnowledgeableInspirationalConsiderate

Things we are

ArrogantConfrontationalInsincereStuffyJudgementalImpersonal

Things we are not

Brand Assets

A Practical Example

At Onhealth we know successful weight loss is about more than just diet. That’s why we’ll look at every aspect of your health, from exercise to mindfulness. It’s only with the whole picture thatwe’ll find the right answer for you.

Onhealth is a paradigm shift in health management. Through the utilisation of several key practitioners in science, mental wellbeing, physiotherapy, and dietary requirements, we aim to exponentially improve your health for optimum weight loss.

We would not write We would write

33

Documents

key identity elements · Brand Assets 30 This, of course, is easier said than done. With so many ways to speak to customers, and each other, messages can sometimes get muddled, and