Affidea Brand Manual

Welcome to the official Affidea online brand manual. The digital place where Affidea’s brand essence is captured, explained and articulated.

It has been created in order to safeguard the brand of Affidea and to facilitate the staff, suppliers and collaborators of all 16 countries to embrace it and use it with consistency.

Everyone that is involved in any way with the Affidea brand and its implementation can refer here in order to find all necessary guidelines and correct applicable material according to each case.

Inspired by the Affidea values it is designed to make life easier with its user friendly interface, functional structure and advanced search.

Brand principles

— Brand Principles

The `why,’ how’ and ‘what’ of Affidea, οur core values and beliefs are behind every aspect of the brand. Those are the important principles of the brand that every user of this brand manual should always keep under consideration.

Our name has an Italian origin

— Affidea values

— nothing is more important than health

Affidea manifesto

That’s why people need health professionals who know what they’re doing and, perhaps more importantly, who care about what they do.

Patients trust and rely on their doctors.
Doctors trust and rely on us. We cannot betray this. Ever.

Technology is doing more for health today than it has ever done before. And technology will do even more for health tomorrow.

We strive to provide the best technology – today and tomorrow.

We seek the best medical professionals.
We develop them.

And we establish the highest standards and procedures to ensure that we use technology safely, effectively and efficiently.

We exchange best practice through our extensive global
network and affiliations. We want to be the best at what we do. Always.

We care about how patients feel.
That’s why we make every visit as comfortable as we can.

Patients deserve to know what we do, how we do it, and, most importantly why we do it.

We share our knowledge.
We are passionate about health.
And compassionate towards people.

Because nothing is more important than health.

The affidea logo

— the Affidea logo

The Affidea brand icon is the hero of the brand. It can be placed next to a typographic message or on the top of an image.

The graphic symbol is created by two simple forms, which unite into a solid and powerful letterform a.

The Primary Logo

Affidea

This is the primary brand identification mark. It is the first introduction to the brand and should be used prominently on brochure covers, facility exteriors - wherever the brand makes its initial impact.

It is the preferred logo for exterior signage. It is also the preferred logo on all stand alone applications. It should only be replaced by the secondary logo where design or space considerations make this necessary.

The Seondary Logo

Affidea

The secondary logo reinforces the brand after introduction. For example, on posters placed within a facility. On pages within a brochure.

It may be used on secondary signage on facility exteriors or, on primary signage where design or space considerations make this necessary.

Safety zones and spacing

Please ensure that brandmarks have sufficient breathing space by respecting the minimum protection zones as indicated.

No texts or other graphic elements should violate this protection zone. The protection zone should also be respected when placing a brand mark close to a paper or screen edge.

Engraved brandmarks

Engraved brandmarks are available. These should only be used in cases where print applications do not permit the reproduction of gradients.

For example, when embossing a logo on a giveaway item. Engraved brandmarks should NEVER be used on large scale applications.

The maximum usable size is a size that corresponds to a brand icon height of 60mm. All other rules related to the use and placement of brandmarks must be respected.

Brand icon as an image container

The brand icon becomes a powerful visual communication tool providing creative solutions.

Brand icon as a message container

Elements of the logo to be used separately as margins to define the message.

Brandmarks in use

Tagline

— Tagline

We express our belief in everything we say.
But don’t hammer it home at every opportunity.
It’s an expression of our culture.
Not just a slogan. Not just a set of empty words.

Tagline and Brand Mark

When the tagline is used as sign-off, the type size of the tagline should be in between or equal to the type size of the subheadline and body copy. The tagline is always aligned vertically or horizontally to the Affidea word mark.

Tagline and
Brand Communication

Using ‘—nothing is more important than health’ as a headline is one option but it also can be used only as a sign-off.

Tag line as headline.

Tag line as sign-off.

Co-branding

— Co-branding

The `why,’ how’ and ‘what’ of Affidea, οur core values and beliefs are behind every aspect of the brand. Those are the important principles of the brand that every user of this brand manual should always keep under consideration.

Primary usage – Overview

A clear relationship between the logo and descriptor. The descriptor aligns with the first letter “f“ of the logo. The upper edge of the descriptor’s small letters aligns with the base of the Affidea icon.

Secondary usage – Overview

The secondary usage is where the Affidea logo and the descriptors can be used independently from one and another but within a shared space (signage, website, ads). The descriptors should use Harmonia Sans Pro Regular.

Third-party endorsement or co-branding with Affidea
The margin between the two logos (X)
should be equal to the height of the Affidea logo (X).

Affidea Sub-brands

Affidea for women

Affidea for men

Affidea active

Colours

— Colours

Primary colour

Affidea blue color is the core color we use throughout any application of the brand. It is used as the main color to convey Affidea throughout brand appearance and marketing.

Secondary color

Secondary colors are meant to help highlight and compliment our primary color. They help us break a little bit out of the box, but stay within our brand guidelines. Friendly Green is mostly used in digital mediums when there is need to highlight a call for action (A “Book your scan” button for example). It is also used in printed or digital communication when the task is to catch the customer’s attention.

Sub-brands Colors

Use of colours examples

Typography

— Tagline

The Harmonia Sans pro is used as the official Affidea font.A balanced and harmonious geometric sans serif typeface. Its balanced proportions create a friendly and at the same time dynamic typeface that is perfectly presented both on screen and of screen. An extensive and versatile family that supports 83 languages.

Typography proportions:

The size of the font may vary depending on the format of the medium but there is a perfect ratio between the typographic elements that secures a harmonious typographic composition.

Typography examples

Layout

— Layout

TThe composition can be subdivided vertically and horizontally. The new areas have clear functions. Straight and rectangular areas for images, typography or solid backgrounds. Those simple layout rules secure consistency and add clarity to the overall brand impression.

Layout examples

Images

— Images

Doctors and all Affidea’s personel are people like you and me! They are health professionals shown in authentic situations who know what they’re doing and care for what they do. They should look natural and authentic. The use of natural light sources ensure images look more authentic.

Another text about how technology should be presented in imagery………….

Layout examples

The affidea icons

— Brand Principles

Using the lines of Affidea, an icon system is built. Sharp cuts and soft curves for a system that is ready for the future, communicating cutting edge technology, but also has a friendly character that speaks to the heart.

Posters

— Brand Principles

All the brand elements are applied to the posters in a solid and simple way. The focus remains on the brand and the services of Affidea.Design instructions and examples below.

Poster examples

Brochures

— Brochures

All the brand elements are applied to the posters in a solid and simple way. The focus remains on the brand and the services of Affidea. Design instructions and examples below.

Optimum use of typography

— Advertisements

We have three versions, one for Brand Communication, one for Specific Center communication and one for Service communication.

01.
Brand Communication Ads

Create your design using the appropriate elements:
Tagline, brand icon in Affidea blue colour or as an image container, body text, website address and the Affidea primary logo.

02.
Specific Center Communication Ads

Create your design using the appropriate elements:
Photo, Titles and body text in Affidea blue color,
Tagline, website address and the Affidea country logo.
Additional information should be in Grey color

03.
Service Communication Ads

Create your design using the appropriate elements:
Photo, Titles and body text in Affidea blue color,
Tagline, website address and the Affidea country logo.

Magazine ADS examples

Online banners

— Online banners

Our online and direct response advertising has to immediately grab attention and create interest all within a few seconds. We should establish a clear hierarchy of information so that the most important messages are seen quickly and in the right order: logo, headline, service(s).

Social media

— Social media

Using the same profile picture in every social media profile is strongly recommended. Your audience will have an easier time recognizing your different accounts throughout different social networks.

Vehicles

— Vehicles

Van design proposal.

Corporate identity

— Corporate identity

All the brand elements are applied to the corporate identity in a solid and simple way. The focus remains on the brand logo of Affidea.

Signs & Displays

— Signs & Displays

Using the lines of Affidea, an icon system is built. Sharp cuts and soft curves for a system that is ready for the future, communicating cutting edge technology, but also has a friendly character that speaks to the heart.

Façade system

The external signage can be adapted to any size of the Affidea façade. The main signage is self-illuminated.

The choice of the bright or the dark sign can be used to ‘blend-in’ or ‘stand-out’ depending on the requirements of the ocation and the architecture of the building.