Brand guidelines
We value a consistent expression of the Formthotics and
Foot Science International brand worldwide. Commitment
to these guidelines will enable the development of
recognisable, global brands, and in return, this benefi t
will be received by everyone – our distributors, dealers,
resellers and wearers of our products.
To help you adhere to these guidelines, icons are used
throughout to indicate which brand elements can be
downloaded via the Formthotics resource centre. Users must
be logged into the resource centre to access downloads:
For assistance and access contact: [email protected] formthotics.com
Branding expert: Access for users with full branding privileges
Medical: Access for users in the medical market only
Consumer: Access for users in the consumer market only
B
Thank you for working with us.
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Formthotics brand guidelines / Febuary 2016
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Brand structureThe Formthotics brand is broken into two
markets: consumer and medical. Both markets
are based on the same visual architecture and
have their own supporting elements.
B M C Download logos
Medical marketConsumer market
Formthotics family brand
Formthotics product brands
Common brand elementsFor all Formthotics material we use a full suite of
brand elements, typography and photography.
Here is a snapshot of our brand and a quick guide
to what is detailed throughout this document.
Arch SupportThe teardrop shaped, graded arch support ensures your foot is supported in a neutral position and provides longitudinal, lateral and transverse arch support under the metatarsal heads.
Heel CupThe deep heel cup provides increased support and control around your heel, assists with shock absorption and minimises heel strike.
3D milledFormthotics™ are 3D milled from a block of foam, ensuring they provide a consistent spread of support across the skeletal system of your foot and any pressure points.
FormaxTM
Foot Science International’s own foam is made from a range of high grade ‘closed cell’ foams, designed to provide the most fl exible, lightweight and supportive orthotic possible.
AntimicrobialFormthotics™ contain Ultra-Fresh™, which inhibits the growth of bacteria and fungi that create foot odor and staining, keeping your feet healthy.
Formthotics™ are made by Foot Science International in New Zealand, using a unique design and manufacturing process that creates the ultimate custom orthotic.
The Formthotics™ Diff erence
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[email protected]/formthotics
ThermoformableFormthotics™ are thermoformed (heat moulded) at relatively low temperatures and retain the moulded shape. Moulding an orthotic to the shape of your foot provides a truly customised fi t.
ShockStopA unique foam produced by Foot Science International from a hybrid of EVA and polymer foams to provide maximum shock absorption and cushioning. This minimises the impact on your muscles, joints and tendons and eases recovery time after performance.
Contact details08Logo & logo tab 04
Contour & dotted lines 10
Consumer colour palette16
Formthotics brand guidelines / Febuary 2016
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Typography09PAGE
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Formthotics brand guidelines / Febuary 2016
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Logo & logo tabFormthotics logos in the consumer market
sit on black, whether it is on the contour line
background (A) or within the logo tab (B). No tab
is used in the medical market (C).
The logo tab can be aligned out of any corner,
with a preference of top or bottom right and
must have the logo guidelines applied.
See clearspace guidelines on page 5.
Where both Formthotics family brand
(Formthotics™) and product range brands
(eg, Formthotics Sport) need to be displayed
on the same page, only the family brand is
located in the tab (D).
B M C Download logos
A
Lookbook
1
Product Catalogue
B DC
Fixing pain from the ground up
“Formthotics™… they really do work.”
Internationally respected physical
therapist, Dr Bob Donatelli,
recommends Formthotics
Custom Medical Orthotics to
alleviate foot, ankle, knee, hip,
and even back pain.
“They are quick and easy
to fit, you get immediate
patient feedback, they are
not expensive, and they
really do work”.
Dr Bob DonatelliNew Zealand Orthotic Specialist
[email protected]/formthotics
Formthotics brand guidelines / Febuary 2016
5
Logo guidelines
A C25mm
Minimum sizeD
A25mm
Minimum sizeDB
The area of exclusion (A) defines how close
elements in a layout can sit next to our logos.
The letter ‘i’ in Formthotics is used as a guideline
as shown below.
When using the logo tab for Formthotics,
Sport, Everyday and Youth (B), the letter ‘h’ in
Formthotics should be used as a clearspace guide.
When using the Formthotics Medical logo (C),
no tab is used and the colour preference is
white or blue. If logo is not legible, black should
be used.
These rules combined with the minimum size
guideline (D) ensure legibility at all times.
Formthotics brand guidelines / Febuary 2016
6
Applying common senseThe logo is drawn and brought together in an
electronic format. There should be
no attempt to redraw the logo.
Common sense applies with its application but
there are a few principles to observe.
1
Product Catalogue
Do not rearrange elements
Do not compress elements Do not extend elementsDo not apply logo over a complex image
Do not recolour elements
Don’t break area of exclusion
Orthotics
Do not rotate Do not rotate vertically
Formthotics brand guidelines / Febuary 2016
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Website & supporting logosThe Formthotics website (A) should always
be Karbon Semibold, and exclude ‘www.’
See contact details examples on page 8 for use.
For material with a Formthotics focus, the Foot
Science International logo (B) is used to state the
manufacturer. This is not a feature logo and is
typically placed on the back page of a brochure.
In material where stating the country of origin is
benefi cial (C), the Made in New Zealand logo can
also be included.
B M C Download logos
A BDesigner and manufacturer
of Formthotics™ CDesigner and manufacturer
of Formthotics™Made in
New Zealand
Formthotics brand guidelines / Febuary 2016
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Designer and manufacturer of Formthotics™
Foot Science International Limited26 Dakota Crescent, Sockburn, Christchurch 8042, New ZealandPhone: +64 3 348 2115Fax: +64 3 348 0116
For further information about Formthotics™, please email [email protected] or visit our website at:
formthotics.com
Foot Science International Limited26 Dakota Crescent, Sockburn, Christchurch 8042, New ZealandPhone: +64 3 348 2115Fax: +64 3 348 0116
For further information about Formthotics™, please email [email protected] or visit our website at:
formthotics.comDesigner and manufacturer of Formthotics™
Made in New Zealand
B
C
Contact detailsBelow are the most commonly used group of
logos and information for Formthotics contact
details. These are shown at previously used sizes,
but can be scaled accordingly.
The fi rst group (A) is used on point of sale items
such posters, while (B & C) are used on larger items
such as brochures where extra manufacturing
details are required.
When using a QR code, see www.qr-code-
generator.com to create a direct link to the
relevant content on our website.
B M C Download logos
A
[email protected]/formthotics
Formthotics brand guidelines / Febuary 2016
9
TypographyThe typeface used for all Formthotics material
is Karbon. It is available in five weights, with a
preferred use of Regular for headlines and
body copy where possible.
Copy should always be black or white and as
a general guideline, headlines should sit at
200% of body copy size or another weight
should be considered.
Karbon is available to purchase from:
https://vllg.com/klim/karbon
or contact us for further information.
Karbon Light
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Karbon Medium
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
Karbon Semibold
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
Karbon Bold
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
Karbon Regular
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
FormthoticsPROPRIOCEPTIONbiomechanicalFOAMheel & toe
Formthotics brand guidelines / Febuary 2016
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Contour & dotted lines
A
F
.75pt
2pt
B C D
E
Contour linesOur contour lines are background elements
used to support content in a layout. These
can be fl ipped to suit and should be applied
large, cropped in, with a fi ne point size.
They feature on black, white and Formthotics
medical blue background colours. They do
not feature behind text, logos or on scenic
images; but can be around the edges of
images with a plain background for
artistic eff ect or to tie elements together.
All Formthotics logos must have clear space
guidelines applied and cannot touch
contour lines.
Adobe Illustrator (ai) and png fi les are
available for Contour 1 (A), Contour 2 (B),
Contour 3 (C) and Contour 4 (D) fi les.
As a guide for small sized design material,
0.5pt is the minimum stroke width to be
used and when used on Formthotics black
background, the stroke must be 90% black.
B Download contour lines
Dotted linesThe brand also features dotted lines which can be used
horizontally (E) to separate information, or as a tool to
highlight information (F) on diagrams. They are fi ne and
small like the two variations below, and are to be used
sparingly and with thought as often a rearrangement
of elements can reduce the need for them. As a guide,
.75pt is the minimum size for use on A4 size material,
while 2pt is the minimum for A2 size material.
Formthotics brand guidelines / Febuary 2016
11
Formthotics family brand imageryImages are to be clean with no gradients or
contour lines added. The only addition to
imagery are the Formthotics diagrams.
See page 17 for examples.
Images showcase Formthotics products (A),
New Zealand scenery (country of production) (B),
and activity based imagery (C).
Activity based images must capture people in
action, including facial expression and body
language. These are the moments where we are
at the peak of challenge, showing real human
emotion eg, endurance, courage, fulfi llment and
a sense of achievement. People should be seen
in the context of their chosen pursuit and show
the context of Formthotics being used.
B M C Download family brand imagery
CBA
Medical market
Formthotics brand guidelines / Febuary 2016
Formthotics brand guidelines / Febuary 2016
13
Medical colour paletteThe Formthotics medical market uses a strong
blue, white and black colour palette. Blue and
white are to be used as background colours,
while black is for text and may be used sparingly
as a logo colour. See page 10 for contour line use.
The breakdowns below have been developed
to work across a wide range of material,
as accurately as possible.
Formthotics medicalPantone 299 CC 86 M 8 Y 0 K 0R 0 G 163 B 266
White
Formthotics contour lines35% multiplied on Medical blueC 10 M 15 Y 10 K 75R 90 G 87 B 87
Formthotics blackC 20 M 20 Y 20 K 100R 28 G 27 B 25
Formthotics brand guidelines / Febuary 2016
14
Medical imageryFormthotics medical have a range of layered (A)
and process (B) images, and product images that
demonstrate the way the product works and how
they are fitted. Image background is white for
studio (B) photographs.
B M Download medical imagery
(non-watermarked)
B M Download medical imagery
(watermarked)
A B
Consumermarket
Formthotics brand guidelines / Febuary 2016
Formthotics brand guidelines / Febuary 2016
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Consumer colour paletteThe Formthotics consumer market uses a strong
black and white colour palette for all material.
The use of these colours varies with a preference
of using a black background with white text.
See page 10 for contour line use.
Individual product colours also have a dark
swatch only for use on the // before product
names in product tabs or packaging.
See page 18 for examples.
The breakdowns below have been developed
to work across a wide range of material,
as accurately as possible.
RunC 15 M 16 Y 100 K 0R 223 G 199 B 35
HikeC 17 M 46 Y 100 K 0R 213 G 147 B 43
CasualC 6 M 75 Y 100 K 0R 197 G 90 B 31
GolfC 6 M 75 Y 100 K 0R 197 G 90 B 31
Run darkC 15 M 17 Y 100 K 40R 145 G 131 B 18
Hike darkC 17 M 46 Y 100 K 40R 140 G 97 B 20
Casual darkC 6 M 75 Y 100 K 40R 136 G 67 B 20
Golf darkC 6 M 75 Y 100 K 40R 136 G 67 B 20
FootballC 80 M 10 Y 40 K 0R 0 G 168 B 165
SkiC 16 M 100 Y 81 K 5R 197 G 32 B 57
DressC 16 M 100 Y 81 K 5R 197 G 32 B 57
Football darkC 80 M 10 Y 40 K 40R 0 G 114 B 112
Ski darkC 16 M 100 Y 81 K 48R 125 G 6 B 28
Dress darkC 16 M 100 Y 81 K 48R 125 G 6 B 28
Industry darkC 64 M 10 Y 11 K 46R 43 G 113 B 134
CycleC 64 M 10 Y 11 K 0R 76 G 180 B 211
Youth FootballC 80 M 10 Y 40 K 40R 0 G 114 B 112
IndustryC 85 M 5 Y 20 K 0R 167 G 139 B 41
Cycle darkC 64 M 10 Y 11 K 46R 43 G 113 B 134
Youth CasualC 6 M 75 Y 100 K 0R 197 G 90 B 31
Formthotics blackC 20 M 20 Y 20 K 100R 28 G 27 B 25
Formthotics contour lines100% on Formthotics BlackC 10 M 15 Y 10 K 75R 90 G 87 B 87
White
Consumer diagrams
17
When using imagery within the consumer
market, there is an opportunity to add in
relevant diagrams which incorporate the
Formthotics wireframes.
Wireframes must sit within a circle, and anchor to
a smaller circle highlighting the athlete’s foot.
Line weights can be white or black and should
be a minimum of 1pt.
Depending on the image, a white opacity circle
should feature behind the diagram to help with
clarity. As a guide this should be a minimum of
20% opacity, maximum of 50% but common
sense applies especially when featuring black
and white imagery.
B C Download Formthotics wireframes
Formthotics brand guidelines / Febuary 2016
Formthotics brand guidelines / Febuary 2016
18
Product tabsProduct tabs are used to differentiate products
within the Formthotics consumer range.
These tabs should be used at the top right (A) of
most material with the shown spacing, with an
invisable square formed on the top righthand
side. There are instances such as packaging
where they can extend and be located elsewhere.
// Run// Football// Cycle// Hike// Ski// Snowboard
// Casual// Dress// Industry
// Youth Football// Youth Casual
A
// Run
Formthotics brand guidelines / Febuary 2016
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Consumer imageryThe consumer market uses Formthotics family
brand imagery (see page 11) and more specific
activity based images for Formthotics Sport (A),
Formthotics Everyday (B), and Formthotics
Youth (C) product brands.
Images are to be clean with no gradients or
contour lines added. The only addition to
imagery are the Formthotics diagrams.
See page 17 for examples.
B C Download consumer imagery
(non-watermarked)
B C Download consumer imagery
(watermarked)
CBA