Introduction Brand Standard Brand Identity Mission Philosophy Brand Strategy Brand Touch-points Brand Architecture Brand Promise Brand Personality Brand Voice Expressing Our Message Communicating Our Benefits Brand Name/tagline 1 2 3 4-8 9-12 Brand Visuals The Logo Logo Positioning Logo Variables Logo Dont’s Font Selection Colors Photography Brand Execution Packaging Collateral Display Material Website Apparel & Merchandising CSR Project Smile 13-21 22-27 28 Content
Kossan successfully launched a new surgical brand in end 2008 which was derived from the company’s new philosophy and direction in Surgical Gloves. At present, we have successfully registered and continue to distribute into 36 countries around the world. Introduction 1 TM
Welcome to the guide that will help us communicate the iNtouch™ brand consistently. By following the rules set out in these guidelines, we can create a more consistent look and feel for our brand across the various media it appears in. This will help us establish a stronger and consistent impression across all points of interaction with our partners, stakeholders and customers across the world. All communications and merchandise or premiums bearing the iNtouch™ logo must first be shown and approved by the Kossan Brand team to ensure the integrity of the logo is intact. Please share your advertisements and designs via email for review and approval. Brand Standard i. Brand Identity ii. Brand Strategy iii. Brand Voice iv. Brand Visual v. Brand Execution 2
MISSION iNtouch™ Value iNtegrity The consistency and reliability of every glove iNnovation The continuous drive on product solutions for the present and future market needs iNspiration The heart and passion to generate great quality gloves Brand Identity “To drive quality by generating awareness because the real value of quality reduces Risks and Costs” 3
“Products are made in a factory but brands are created in the mind” — Walter Landor. Brand Strategy Brand Touch-points Brand Architecture Brand Promise Brand Personality 4
In order to be efficient and powerful in our brand, we need to communicate in a clear, consistent manner through all of our touch-points. Brand Touch-points 5 • Public Relations • Corporate Identity • Digital Media • Brochures • Uniforms • Social Media • Poster Banners • Print Ad • Exhibits • Sales Material • Advertising Campaigns • Packaging • Presentation • Website • Publications • Direct Mall
Brand Architecture MAIN BRAND Product Category Brand with Type iNtouch CSR 6 Brand with Tagline TM TM TM TM
Brand Promise The iNtouch™ brand is the result of years of extensive research in manufacturing of surgical gloves to meet the needs of the worldwide healthcare community. We believe that being “in touch” and understanding the needs of our users is what makes for an exceptional glove. With each passing year, our innovations continue to consistently redefine surgical glove quality. Our marketing campaigns into the medical institutions such as Acceptable Quality Level (AQL), Double Gloving, Go Powder Free and Low Endotoxin/Non-Pyrogenic talk about how we go a step further to offer the best possible solution. 7
The iNtouch™ brand is about generating cycle of positivity and goodwill; from satisfied and confident users to successful surgical outcomes and happy patients. 8 Brand Personality
i. Expressing Our Message ii. Communicating Our Benefits iii. Brand Name/Tagline Brand Voice 9
Our voice consists of both messaging and tone. These two communication aspects come together to create an effective strategy when speaking to our customers. We have a goal to create clear and consistent messaging that reflects our brand personality. Expressing Our Message 10 “ ”Understanding Direct Strong Enthusiastic ProfessionalClear Powerful Charged Consistent Focused Engaging Positive
Communicating Our Benefits 11 Reduce contamination increase protection by 96% In support of infection control Enhancing precision & Special features performance
We believe that being “in touch” and understanding the needs of our users is what makes for an exceptional glove. With each passing year, our innovations continue to consistently redefine surgical glove quality. A clear tagline is important to complement an easily recognizable brand. By showcasing exactly what we are, our customers have no doubt about our message. It is also easy to make the connection with our passion. Brand Name/ Tagline 12 iNtouch™
Brand Visuals i. The Logo ii. Logo Positioning iii. Logo Variables iv. Logo Dont’s v. Font Selection vi. Colors vii. Photography 13
The Logo 14 The design elements, as presented in this document, have been carefully developed to provide clarity and consistency on the placement and usage of the iNtouch™ logo. MAIN LOGO SECOND LOGO Use this version in these situations: - Small Sizes - Publications - On busy background Use this version in retail, competitive, and event situations: - Website - Posters/Banners - On solid background TM TM
Logo Positioning 15 To maintain its integrity, the logo must be kept clear of other elements. This clear space around the logo is known as the “Clear Zone”. It is the minimum clear space that must be provided around the logo. Use the “u” height in the logo as a benchmark 18mm minimum width Logo Size Reduce or increase the size of the iNtouch™ logo as needed. 28mm minimum width 1mm height TM TM TM TM TM TM TM TM
These are the approved logo variables. 16 Logo Variables Main Logo Second Logo Slogan Logo Logo on Backgroud TM TM TM TM TM TM TM TM TM TM TM TM
Logo Dont’s 17 Please help ensure that the logo is applied as illustrated in this guidelines manual. It is important that the aspect of the logo remains consistent and no attempt should be made to alter the logo in any way. When engaging external suppliers, please ensure that: - They are familiar with the logo guidelines - They have a copy of the master artwork of the logo (please ensure they do not re-construct the logo) - They don’t make alterations or modifications to the supplied artwork - All communications and merchandise or premiums bearing the logo must first be shown and approved by Kossan team to ensure the integrity of the logo is intact. - To help you evaluate the application, here are some typical examples of incorrect usage of the logo. Do not squish or stretch the logo Always accompany registered mark with logo. Do not stack logo. Do not flip logo. Do not miss out circle behind character “i”. Do not change the color of the logo.
18 History & Info Do not angle logo in an odd way. Do not cut-out logo. Do not apply effects on the logo. Do not alter the thickness of the black outline. Do not reduce logo size too small.. Do not change colors on certain parts of logo. Do not insert background over logo. Do not alter the spacing of the logo. Do not adjust individual character of the logo. Logo Dont’s
Fonts Selection 19 iNtouch™ uses Roboto as its primary font family. It should be used in all materials to maintain consistency in our messaging and branding. Header - Bold / Black - 14 pt and above Sub-Header - Regular / Medium - 12-14 pt Body Text - Thin / Light - 8 - 11 pt Roboto Thin Roboto Light Roboto Regular Roboto Medium Roboto Bold Roboto Black Roboto Thin Roboto Light Roboto Italic Roboto Medium Roboto Bold Roboto Black Header / Title Sub-Header / Title Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at veilisi. Typesetting example:
Consistent use of the iNtouch™ brand colors will ensure consistency of the brand across all mediums. The brand colors should be utilized across all messaging mediums. Brand Colour 20 C 0 M 0 Y 0 K 0 C 0 M 0 Y 0 K 100 C 100 M 85 Y 0 K 37 R 0 G 27 B 114 Pantone 2747C to be used on anything that is not paper (apparel, merchandise, etc.). * Pantone enables accurate matching of colors even if the parties are countries apart. Process colour Royal Blue to be used in all print production. Process colour Black / White to be used in all print production. Digital / Web colour to be used in all web base, digital production and social media. Process Colour Black Process Colour White Process Colour Royal Blue Process Colour Pantone 2747C Digital/Web Colour Royal Blue
Brand Photography 21 Our photography should convey the high-octane energy and enthusiasm for which iNtouch™ has become well known. Our images should reflect our decades-long commitment to quality high performance gloves and healthy competition. Photograph products on white background only. Clean, crisp photos with soft, directional lighting is suggested. Photography for packaging should best be larger than needed, and have a resolution of at least 300dpi for print.
Brand Execution 22 i. Packaging ii. Collaterals iii. Display Material iV. Website V. Apparel & Merchandising
Packaging 23 Pouch Sample Box Carton Dispenser 200 pairs pack mode 300 pairs pack mode Long Thermoform Short Thermoform Thermoform
24 Collateral Brand collateral are materials to create awareness of and promote the business. It is strategically used to support the sales and marketing efforts as it represents our brand’s core values and personality. These marketing tools are designed to make the sales effort easier and more effective by communicating the value proposition and brand promise. 1. iNtouch™ Catalogue 2. iNtouch™ Newsletters 3. iNtouch™ Leaflet 4. iNtouch™ Brochure 1 2 3 4
Display Materials 25 When it comes to standing out in a crowd, sometimes less truly is more. Keep signage simple by using approved brand identity elements, fonts, and photography. The logo should be used appropriately to strengthen the message and brand. Exhibition Booth Bunting
Website 26 • Know your audience - Websites should be structured so the visitor can find the information. Don’t create the categories based upon organizational structure. • Plan for timely and appropriate content Develop an editorial calendar to ensure that you are continually updating your site. This creates a “sticky” site that brings visitors back. Even short updates about past events, upcoming outings, or a regular news entry can increase site traffic. • Clean design Websites should be treated no differently than any other marketing materials. Use the approved brand identity elements and colors. • Simple navigation A menu bar that contains all available pages and a link back to the homepage invites visitors to explore your website.
Apparel & Merchandising 27 The iNtouch promotional merchandising range from clothing items to functional office gifts such as notebook, non-oven bag, highlighter, ball pen, etc… Our objective is to create a targeted advertising campaign while providing recipients with a useful and functional item.
CSR 28 We are generating a cycle of goodwill from one hand to the other with successful surgical outcomes and satisfied patients. By making the choice with iNtouch you indirectly play a role in helping the world through our CSR initiative. Our CSR initiative (Project Smile) was initiated in 2013 with various programs in preserving universal values with compassionate and caring attitude. The aim of Project Smile is to cultivate the current society even from a tender age to play an active role in preserving the world today and for the future.