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We are in the process of building a

brand for a range of courses which are
taught by established clinicians for
dental practitioners. Currently, there are
four courses provided. Whats absent
is a parent company also called as an
umbrella brand, to create a cohesive
brand identity.
A parent company will ofer economic
and marketing support in promoting
existing courses or implementing new
courses. Presently, the sub-brands have
gained recognition as their own entity,
but the brand architecture is weak,
making it difcult to target new patrons.
Consistency is key for successful
branding and marketing strategies. In
order to make this a protable venture
an umbrella brand needs be reinforced
and executed.
Few portions of this book are proposed
ideas, for the future projections of the
brand. The book will mainly be a work in
progress for some time to come.
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4 5
Dental courses for an established clinician which embarks
on a fresh outlook at education by providing real world
scenarios, as a result presenting a practical approach
towards learning.
Courses are taught by recognized doctors, who are
passionate about teaching. Each course ofers well-rounded
knowledge on its subject matter, thereby providing a global
learning experience in its eld.
Introduction
Proposed logo for the parent company.
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This book is a reference manual for everyone associated
with the brand. This version is a visual manual which
illustrates the guidelines for communicating the brand in a
consistent manner. In the future it will also help in knowing
what you stand for in terms of brand values and experience.
It will serve as an aid when a sub-brand is introduced.
The book will gradually start providing communication
guidelines for all print and digital mediums. It will also
serve as the guide to provide to new instructors before they
start designing their course. This will help in keeping the
brand communications consistent.
How to use this book
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Ink pen nib placed in a globe. Simple enough to visualize
and strong enough to send our brand message clearly.
Enabling the clinician to have a global approach towards
his practice.
Each logo consist of two parts the symbol and word mark.
Consistent use of the logo reinforces brand recognition
and trust.
Primary logos
Symbol
Logo
Wordmark
Symbol used for reference purposes.
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The logo may be displayed with the corporate tagline,
Empowering Clinicians. The tagline helps augment the
brand message to its audience.
The tagline should only be applied on cover pages of a
design. There should be sufcient space in the physical
layout to ensure its readability. The tagline is always
displayed in the same grey color as the logo.
For cases in which a black & white logo must be used, do
not include the tagline, as it makes it look too dark.
Logo with tagline
Tagline
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Colors are what give the brand its personality. Each brand
has its own dedicated color. Each brand also uses a few
tints and shades as secondary color palette. The colors
chosen are bold, colourful and condent.
Strategic use of color creates powerful visual impact and is
an immediate signal of quality.
Please use only the color palette, the color formulas and
percentages as specied in this document when displaying
the logo and designing other visual elements for collaterals
in print and electronic media.
Colors
Greys to be used only in reverse logos when the primary grey
blends with the background color.
Masterbrand Color
Pantone Blue 072 U
CMYK 100/100/0/0
RGB 46/49/146
HEX 2e3192
Light Grey
Pantone Cool Grey 3 U
CMYK 0/0/0/28
RGB 192/194/196
HEX c0c2c4
Common Grey
Pantone 432 U
CMYK 0/0/0/50
RGB 147/149/152
HEX 939598
Dark Grey
Pantone 426 U
CMYK 0/0/0/80
RGB 88/8/91
HEX 58595b
Ortho Yellow
Pantone: 115 U
CMYK: 0/23/91/0
RGB: 255/198/47
Hex: fc62f
Pantone:
CMYK:
RGB:
Hex:
Yellow U
0/0/100/0
255/242/0
ff200
Yellow U
0/0/100/0
255/242/0
ff200
Yellow U
0/0/100/0
255/242/0
ff200
Hexachrome Yellow U
0/11/100/0
254/217/0
ffd900
Perio Green
Pantone: 366 U
CMYK: 56/0/88/0
RGB: 123/194/86
Hex: 7ac256
Pantone:
CMYK:
RGB:
Hex:
365 U
36/0/78/0
172/210/101
acd265
368 U
68/0/95/0
87/189/79
ff200
361 U
0/78/100/0
33/178/75
20b24a
367 U
47/0/84/0
147/202/93
92c95c
Compo Pink
Pantone: 206 U
CMYK: 15/94/44/0
RGB: 206/51/100
Hex: ce3364
Pantone:
CMYK:
RGB:
Hex:
7425 U
17/69/25/0
201/109/140
ce6d8c
185 U
13/100/72/0
206/31/68
ce1e43
207 U
29/96/55/15
162/41/79
a1284e
214 U
16/83/33/0
206/81/121
ce5178
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There are three color versions of the logo.
There are no absolutes regarding the selection of the
specic color application. Context, contrast with regard to
background color, surrounding imagery and production
parameters all should be considered.
Full-color logo. This is the preferred version, to be used on
White only.
Reverse color logo. This version should be used only on
its own background color. The grey can be set to lighter
tint of 28% or a darker shade of 80% to contrast with the
background.
An entirely black or white logo has been provided for those
instances where the logo must print in a single color.
Logo color applications
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Logo variations Logo variations
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The Wordmark is a unique typographic signature and
cannot be replaced with a standard font. While the
primary logo remains the default choice for most graphic
applications, there are certain instances where an element
with a small height footprint is required (inner pages of a
book, one page documents, etc.).
The Wordmark should always be used with a purpose, as a
result of a design or composition that absolutely requires
this as a solution.
Wordmark
Wordmark in Color
One Color Wordmark
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To ensure the legibility of the logo, it must be surrounded
with a minimum amount of clear space. This isolates the
logo from competing elements that may detract attention
and lessen the overall impact.
Using the logo in a consistent manner across all applications
helps to both establish and reinforce immediate recognition
of the brand.
The radius of the clear space for the logo must equal the
size of the height of the letters in the name. This is then
used to measure the space surrounding the mark: above,
below and to the side of two parallel lines.
Clear Space
x
x
x x
x
x
x
x
x
x x
x
x
x
x
x x
x
x
x
x
x x
x
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Consistency increases awareness and helps cement an
emotional connection to a brand. Using the logo in a
consistent manner across all applications helps to both
establish and reinforce immediate recognition of the brand.
The minimum size has been carefully established to ensure
the logo is reproduced correctly in smaller sizes. At the
minimum size, the logo is still clearly legible and provides
a strong level of identication.
The following rules for logo size applies to logo use in all
mediums:
The width of the primary logo should not be lesser than 1
inch.
The minimum size requirements of the logo with the
tagline should be 1.5 inches in width and above.
Only the wordmark can be reproduced at a minimum size
of 0.3 cm in height.
Use these rules in conjunction with those of logo clear
space to ensure maximum visual impact.
Minimum Size
1 inch
1.5 inch
0.3 cm
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The use of this mark is restricted to ofcial communications
that can represent all sub-brands as a cohesive identity. For
example, when distributing brochures/documents of more
than one sub-brand, an envelope or paper bag bearing this
Masterbrand logo will be efective.
The logo should not be used on posters, presentations or in
advertising, publications or printed materials that publicize
a single program, activity or service of any one of the sub-
brands.
As and when possible the grey color can be substituted by
using silver.
Masterbrand Logo
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The DentXL logo design doesnt adhere to the other logos
since the course was already recognized. Moreover the
course content and structure also difers. This separate
section illustrates its usage guidelines.
Exemption
DentXL Blue
Pantone: 7472 U
CMYK: 56/0/25/0
RGB: 103/200/199
Hex: 67c7c7
Pantone:
CMYK:
RGB:
Hex:
7462 U
75/46/13/0
76/125/172
4c7dac
286 U
86/73/0/0
61/88/159
3d589f
207 U
100/100/0/0
46/49/146
2e3192
7458 U
65/22/21/0
90/162/185
5aa2b9
x
1.5 inch
0.5 cm
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To ensure a consistent and appropriate brand identity,
a general set of guidelines for logo usage is outlined as
follows:
1. No elements of the logo artwork may be recreated,
deleted, cropped, or recongured. All logo artwork is
provided as Adobe Illustrator, based EPS.
2. A minimum clear space must be maintained on the
perimeter surrounding logo artwork as outlined on logo
Clear space page.
3. Logo artwork must be uniformly scaled. Non-uniform
scaling distorts the proportions of artwork and the
relationship between the icons and letterforms.
4. Logo artwork should always appear upright.
5. EPS les are vector artwork and are innitely scalable,
thus eliminating the need to ensure proper resolution for
the purpose of reproduction.
6. Logo artwork should appear against a solid background
to ensure maximum and proper contrast.
7. Logo artwork may only be reproduced directly from a
digital le. It should never be reproduced from previously
printed materials.
8. Do not reproduce the logo in colors other than those
specied in these guidelines.
Usage Guidelines
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The wordmark, although based on a typeface, has been
customized and handset. Do not use any other typeface to
it spell out.
The success of the brand identity relies on the clarity and
consistency with which it is implemented. Distorting or
changing it reduces and diminishes its impact.
The following examples visualize some potential mistakes
that must be avoided. Whilst it does not cover every
possible scenario, it formulates a good idea of what is
acceptable and what is not.
Incorrect Usage
Do not alter the colors. Do not spell out the name,
use the logo le provided.
brand name
Do not distort the logo.
Dont outline the logo with
a stroke.
Do not obscure or hide parts
of the logo.
Do not apply efects like
drop shadows.
Do not use a pixelated form
of the logo.
Do not add elements to the
logo.
Do use any other color or
image as the background.
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Typefaces have unique characteristics that help
communicate specic messages. To present a consistent
and coherent brand image, the following typefaces have
been selected:
Typography