2021 Brand Guidelines - PharmID (1)

BRAND GUIDELINES

CONTENTS ABOUT US 03 LOGO USAGE 05 TYPOGRAPHY 11 BRAND COLORS 19 PHOTOGRAPHY 27



ABOUT US PHARMID IS MAKING HEALTHCARE SAFER WITH TRUE MOLECULAR VERIFICATION OF MEDICATION

PHARMID MISSION PharmID empowers the healthcare industry with the first true molecular verification of medication, through packaging, non-destructively, and within seconds. Pharmacists no longer have to rely on a fallible system or trust labels. PharmID gives them molecular proof. PharmID products help to: • Reduce medication errors • Detect, deter, and prevent drug diversion • Keep patients and healthcare workers safe PHARMID - 4

LOGO USAGE • THE LOGO • CLEAR AREA • LOGO SIZE • BACKGROUND CONTROL • COMMON ERRORS Our logo is how our customers tell us apart from a crowded industry. It’s a promise of quality, consistency, and reliability. As such, it is vital that our logo is presented correctly in every execution. This section covers these guidelines in detail.

LOGO USAGE The PHARMID logo is crucial to increasing brand awareness and perception. It may not be altered in any way other than specified in this style guide. The consistent use of the logo will develop strong brand recognition and public awareness. The logotype must be used in its entirety. It must always be produced exactly as shown and in the defined colors palette. The primary logo, the strongest way others can identify the company, should be used in most instances. The symbol logo is to be used where the logo would be too small to be legible (images / video etc. ). PRIMARY LOGO SYMBOL PHARMID - 6

CLEAR AREA Clear space, or negative space, is the area that surrounds the logo that is completely clear of any other graphical element. Clear space helps the logo stand out from the rest of the elements on the e and ensures legibility, even at small sizes. As a general rule, the more clear, or negative, space around the logo, the better. At a minimum, there should be clear space equal to the half-height of the SYMBOL size on all four sides of the logo. PHARMID - 7

LOGO SIZE Maintaining optimal and minimal logo sizing is vital to the legibility of the mark and overall brand recognition. The execution will often dictate the right logo size. But in order to maximize legibility, try to use the largest size (within reason) for each logo version listed. In some circumstances, it may be acceptable to use the minimum size. Never reproduce our logos smaller than the minimum sizes listed on this e. Primary Logo / Symbol: The minimum height is .50” for print applications and 48px for digital applications. .50” or 48px .50” or 48px PHARMID - 8

BACKGROUND CONTROL Contrast is the name of the game when considering placing the logo on any background. Our logo should not only be legible; it should also make a clear, strong statement when used. If there is not enough contrast between the logo and the background, the presence of the logo is weakened. The logo may be placed on photographs, textures, and patterns as long as there is enough contrast for the logo to be visible. PHARMID - 9

COMMON ERRORS Note: This is not a comprehensive list of errors. These are simply the most common or egregious errors. Do not use a mirroring effect. Do not stretch, squash, skew, or distort the logo in any way. Do not edit the logo color, use an off- Do not add graphic effects to the brand color, or reduce the logo opacity. logo, including drop shadows. PHARMID - 10

TYPOGRAPHY • FONT • FONT USAGE • HEADINGS • COMMON ERRORS • PAGE L AYOUT • SECONDARY FONT • FONT USAGE Few things communicate the look and feel of a brand more clearly than the way letters, numbers, and symbols are put together. We believe typography should strike a balance between legibility and interest. This section will cover approved typefaces, the way we use typography to communicate clearly, and some helpful usage tips.

FONT FAMILY OPEN SANS Aa Open Sans is a humanist sans- serif typeface. Featuring wide apertures on many letters and a large x-height (tall lower-case letters), the typeface is highly legible on screen and at small sizes. It belongs to the humanist genre of sans-serif typefaces, with a true italic. PHARMID - 12

FONT USAGE Light aåbcçd∂eéfƒghiîjklmµnñoøpqœrstuüvwxyz AÅÂBCÇDEFGHIÍJKLMNOØÓÔÒPQRSTUVWXYZ USED FOR TEXT / HIGH- 0123456789(.,’”-;:)!?&©˙˚π®†≈◊™£¢∞§• LIGHTS Regular aåbcçd∂eéfƒghiîjklmµnñoøpqœrstuüvwxyz AÅÂBCÇDEFGHIÍJKLMNOØÓÔÒPQRSTUVWXYZ USED FOR TEXT / BODY 0123456789(.,’”-;:)!?&©˙˚π®†≈◊™£¢∞§• COPY Bold aåbcçd∂eéfƒghiîjklmµnñoøpqœrstuüvwxyz AÅÂBCÇDEFGHIÍJKLMNOØÓÔÒPQRSTUVWXYZ 0123456789º(.,’”- USED FOR HEADER / ;:)!?&©˙˚π®†≈◊™£¢∞§• TITLE PHARMID - 13

HEADINGS • Headings • Major Section Headings Heading One • Emphasized Words Heading Two • Section Headings • Blog Body Headings Heading Three • Product Headings HEADING FOUR • Sub Headings • Call To Action Headings • Blog Sub Headings • Minor Headings • Table Labels • Sub Headings PHARMID - 14

COMMON ERRORS Note: This is not a comprehensive list of errors. These are simply the most common or egregious errors. Do not use unauthorized fonts or Keep tracking, kerning, and leading typefaces. The only exception is reasonable and legible. Do not stray stylized merchandise. far from the examples in this guide. Do not use typography on any angle Do not stretch, squish, or otherwise other than 0° or 90°. Our typography mangle typography. Use the should always read up if 90°. appropriate weight instead. PHARMID - 15

PAGE LAYOUT Brand Identity Guideline Dear Geralt of Rivia, dit estem facimin erano anche plaut eanner praes avere chera erano innera ligendi vivente veniae sapelist, net volor alibus era quunt repratis accus doluptat. Rum autatio nsedips anieniPervid rem et; ent? O trebatuidet faccibe murbem Romnerbes serunum caedeteremCeUperbitam inpro menatiae cons Idit estem facimin erano anche plaut eanner praes avere chera erano innera ligendi vivente veniae sapelist, net volor alibus era quunt repratis accus doluptat. Rum autatio nsedips anieniPervid rem et; ent? O trebatuidet faccibe murbem Romnerbes serunum caedeteremCeUperbitam inpro menatiae cons Idit estem facimin erano anche plaut eanner praes avere chera erano innera ligendi vivente veniae sapelist, net volor alibus era quunt repratis accus doluptat. Rummenatiae consEcus accullendes dunt volori ut inctest, none eicium quvoque exere. Sincerely, Sarah McMillan PHARMID - 16

SECONDARY FONT Note: Only use this font if Open Sans is not available. LUCIDA SANS Aa PHARMID - 17 It is a sans-serif variant of the Lucida font family and supports Latin, Greek, Cyrillic and Hebrew scripts, as well as all the letters used in the International Phonetic Alphabet.

FONT USAGE Note: The size of the headings will be exactly as the primary font. Regular Italic aåbcçd∂eéfƒghiîjklmµnñoøpqœrstuüvwxyz AÅÂBCÇDEFGHIÍJKLMNOØÓÔÒPQRSTUVWXYZ USED FOR TEXT / 0123456789(.,’”-;:)!?&©˙˚π®†≈◊™£¢∞§• HIGHLIGHTS Regular aåbcçd∂eéfƒghiîjklmµnñoøpqœrstuüvwxyz AÅÂBCÇDEFGHIÍJKLMNOØÓÔÒPQRSTUVWXYZ USED FOR TEXT / 0123456789(.,’”-;:)!?&©˙˚π®†≈◊™£¢∞§• BODY COPY Demibold Roman aåbcçd∂eéfƒghiîjklmµnñoøpqœrstuüvwxyz AÅÂBCÇDEFGHIÍJKLMNOØÓÔÒPQRSTUVWXYZ 0123456789º(.,’”- USED FOR HEADER / ;:)!?&©˙˚π®†≈◊™£¢∞§• TITLE PHARMID - 18

BRAND COLORS • PRIMARY PALET TE • SECONDARY PALET TE • USING TINTS • COLOR VARIATIONS • COMMON ERRORS • GR ADIENT OVERL AY The colors we’ve chosen for our brand is a key factor in differentiation and brand recognition. As such, it is vital that our colors are reproduced faithfully and combined in the right way. This section covers these guidelines in detail.

PRIMARY PALETTE The consistent use of color is vital to effective brand recognition. Our brand should always be represented in one of the colors on this e, aside from specific recommendations within this guide. Do not use any other/unauthorized colors. PMS 293 CMYK 100 57 0 2 RGB 0 107 250 WEB #006bfa RGB: 250 250 250 HEX: ffffff CMYK: 0 0 0 0 PHARMID - 20

SECONDARY PALETTE Secondary colors are accents, shades and highlights of the primary colors and neutrals. PMS 165 PMS 363 CMYK 0 59 96 0 CMYK 68 0 100 24 RGB 255 105 10 RGB 62 194 0 WEB #ff690a WEB #3ec200 CMYK 66 60 57 39 PMS 363 RGB 74 73 74 CMYK 9 6 7 0 WEB #4a494a RGB 229 230 229 WEB #e5e6e5 PHARMID - 21

USING TINTS We prefer our brand colors used without editing, but some situations require the use of color tints, especially on the web. For example, when a user hovers over a button on our web site, using a tint change can help confirm their action. If necessary, use a 20% tint step system, keeping legibility in mind. Any tint below 60% used as a background will require dark text. PHARMID - 22

COLOR VARIATIONS Each brand logo lockup has several color variations for use on different background types, tones, and colors. When in doubt, use the most legible version of the logo for the available background. For printed executions, special care should be given to ensure logo legibility on the final media or material used. PHARMID - 23

COMMON ERRORS Note: This is not a comprehensive list of errors. These are simply the most common or egregious errors. Do not use secondary colors as main colors, for background or big usage. Do not use tints as primary colors. They should be reserved for effects and secondary tones in illustration. Do not change or adjust our colors in any way. Consistency in color is vital to brand recognition. PHARMID - 24

PRODUCT NAMES & REGISTERS This is a list of PHARMID product names and their appropiate registers.

OFFICIAL NAMES PharmID™ WasteWitness® Verify PHARMID - 26

PHOTOGRAPHY • TONE • FRAMING • COMPOSITION • STOCK IMAGE A great photograph can change the entire trajectory of our business. In other words, photography is vital to the success of our brand and should be treated as an essential part of our brand executions. In this section, you will find guidelines on photographic composition, content, tone, and usage. Standardizing these facets of photography will ensure a consistent look and feel across our entire image library.

TONE Brand photographs should feel clean, fresh, and dynamic. We strive to use a fresh, natural, and grounded tone. Always seek excellent lighting that provides contrast between highlights and shadows, even if the light source is simply an open window. PHARMID - 28

FRAMING An interesting shooting angle is essential to great composition. The camera should always be on the same level as the subject, and great care should be taken to ensure that all lines are straight and aligned to the frame. PHARMID - 29

COMPOSITION When composing a shot, use the foreground and background to ignite visual interest and curiosity. Consider partially obscuring the subject with an object in the foreground. PHARMID - 30

STOCK IMAGES Follow these guidelines to assure your photography captivates your audience. Use real people Showcase the one-of-a-kind community of faculty, staff, and students that surround us every day. Natural and spontaneous Images that are spontaneous will resonate with your audience. Avoid photos that seem posed and unnatural. Single subject focus When taking a photograph of a group, select an individual for your audience to focus on. Stay current Regularly refresh your unit’s photo collection to ensure your images are relevant and up-to-date. Avoid using images that look or feel dated. PHARMID - 31

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