Lloyds Online Doctor Ireland Brand Guidelines August 2013

Brand identity
design guidelines

Brand Identity Design Guidelines 2
Lloyds Online Doctor
is entering a new
phase and we’ve
made a few changes
to bring the way
we present ourselves
inline with the
way our business
is developing.

Brand Identity Design Guidelines 3Lloyds Online Doctor
. . . and convenience. Our
service is new to many people
and it is vital that we build
a brand that people trust.
We want our patients to
understand who we are and
how we can help them. To
do that we’ve improved the
way that we communicate.
It’s all
about
trust . . .

Our brand – Context
We live in a culture of consumer
technology. Using the internet,
we can manage our lives in an
easier and more convenient way
than ever before.
We shop, we socialise, we bank,
we manage utilities and we
access entertainment through
online interfaces.
More and more people are
comfortable connecting with
brands and services online.
As technologies and devices
develop, this culture will grow.
Traditional face-to-face
communication continues
to merge with the world of
online interaction. Healthcare
will be a key part of this
evolution.
Powered by leading healthcare
professionals and bespoke
technology, we can offer
patients an experience that
is more convenient than
the traditional face-to-face
alternative.
Our patients can decide
when and where they get
expert advice and order
their treatments.

Our brand – Vision
It is our vision to be the market
leader in online healthcare.
We provide our patients
with a trusted and accessible
service that forms a part
of their busy lifestyle.
We believe that more and more
patients will be comfortable
using our service.
And we believe that we offer
our patients an alternative
form of healthcare that is
simpler and more affordable
than the traditional care
they’re used to.
Our brand – Positioning
Our fully-qualified doctors have
a wealth of experience in both
traditional and online healthcare.
They provide a professional,
efficient service.
We are a pioneering healthcare
service with a human touch and
accessible interface.
We can integrate smoothly into
a patient’s busy life–meaning
they will keep returning to the
site for repeat prescriptions and
expert advice.

Our values
Welcoming
Our service is discreet and simple
and we speak with a conversational
tone of voice. We always offer an
empathetic ear.
Professional
Our organisation is run by doctors
and leaders in healthcare. We are an
authority on medical care, we have
a holistic and evidence-based outlook.
Honest
We are a transparent organisation.
We aim to create an honest and open
relationship with our patients and
use jargon-free language to explain
medical conditions.
Pioneering
We believe technology has the power
to deliver healthcare in a way that
is simple for patients. We will lead
the way towards a widespread use
of online healthcare technologies.
Welcoming
Professional
Honest
Pioneering

Identity elements
The following pages introduce
the core elements that help
to create our visual identity.
And explain how to use them
to create a confident and
coherent brand.

Primary logotype
Our primary logotype is an
essential part of our brand
identity. It represents who
we are and what we do and
should be ever present whenever
we create communications.
Primary logotype – Artwork types
It is supplied in different
colour variations for use
in different applications.
Our primary logotype
is constructed from
three elements.
1
LloydsOnlineDoctor
which states who
we are
2
Our strapline which
reinforces our offer
3
Our underline which
represents the human
nature of our business
1
Full colour
Monotone dark blue
Monotone black
Monotone white
2
3
Please see the
colour palette
section on pages
xx–xx for colour
references.

Primary logotype – Full colour usage
Whenever possible we
should apply our primary
logotype in full colour
on a white background.
Primary logotype – Monotone usage
The monotone versions
of our primary logotype have
been created for instances
where the full colour version
is not appropriate or possible.
This is the ideal
usage of the
LloydsOnlineDoctor
full colour logotype
Full colour
on white
Monotone dark
blue on light blue
Monotone dark
blue on gradient
Monotone white
on light blue
Monotone white
on gradient
Monotone white
on grey
Monotone black
on white
This combination
should only be used
when only black
printing is possible.
Monotone white
on black
This combination
should only be used
when only black
Monotone dark
blue on lilac
Monotone white
on lilac
In certain instances
it may be required
to place the logo on
a colour background.
In such cases, only
a tint of 10% light
blue or 10% grey
should be used.
Please see the colour
palette section on
pages xx–xx for
colour references.
Full colour
on 10% light blue
Full colour
on 10% grey
Please see the
colour palette
section on pages
xx–xx for colour
references.
Please see the
colour palette
section on pages
xx–xx for colour
references.

Primary logotype – Sizes
To retain visual integrity and
ensure legibility our primary logo
should never be applied below
a certain size. Recommended
sizes for certain formats have
also been determined.
Primary logotype – Exclusion zone
There is also an exclusion for
the logo that acts as an area
to protect it. No other graphic
elements or typography should
enter this area.
45mm wide
Recommended for
A5 formats, quarter
page and half page
press adverts.
60mm wide
Recommended for
A4 formats and full
page press adverts.
70mm wide
Recommended
for A3 and
related formats
80mm wide
Recommended
for A2 and
related formats
90mm wide
Recommended
for A2 and
related formats
This is the minimum
recommended size.

Primary logotype – Placement
Placement of our logotype is
very important.
It should always have a
prominant position and have
authority on the page. And
it should always be positive
and forward moving.
Preferred placement
Whenever possible our logotype
should be placed along the
right hand margin. And
at the top or bottom of the
required format.
Alternate placement
In some instances it may not
be possible to place it along
the right hand edge. When this
is the case it is permissible
to align it with the left hand
margin of the required format.

Secondary logotype
In some cases it may just be
necessary to use our secondary
logotype. Which simply consists
of our name.
Secondary logotype – Usage
It is permissible to use our
secondary logotype in the
following colour combinations.
This version of our
logotype is for use
on internal
communications
and our information
films only.
Full colour
on white
Full colour
on 10% light blue
Full colour
on 10%grey
Full colour
Monotone white
Monotone black
Our secondary
logotype is available
in full colour,
monotone white and
monotone black only.
Monotone white
on light blue
Monotone white
on imagery
This is only
permissible
when legibility
is retained.
Monotone white
on imagery
It should never
be used when
legibility is
compromised
in any way.
Monotone black
on white
This combination
should only be used
when only black
Monotone white
on black
This combination
should only be used
when only black
Please see the
colour palette
section on pages
xx–xx for colour
references.

Secondary
Colour palette
Our colour palette consists
of three primary colours. They
promote calmness and confidence.
They are a point of difference
for our brand. We also have
a set of secondary colours and
a colour gradient.
Primary
Pantone 0821
C 54.05
M 0
Y 8.13
K 0
R 114
G 208
B 235
Pantone Rubine Red
C 8.28
M 100
Y 34.8
K 2.9
R 214
G 0
B 87
Pantone Cool Grey 10
C 0
M 2
Y 0
K 60
R 135
G 134
B 134
Pantone 2735
C 100
M 99.7
Y 15.22
K 5.8
R 41
G 0
B 136
Pantone Process Blue
C 100
M 27.65
Y 5.78
K 0.84
R 0
G 130
B 202
Pantone 2705
C 54.05
M 0
Y 8.13
K 0
R 114
G 208
B 235
Gradient
Pantone 0821
+
Pantone 2705
Pantone Rhodamine Red
C 11.03
M 91.61
Y 0
K 0
R 231
G 0
B 149
Pantone Neutral Black
C 54.05
M 0
Y 8.13
K 0
R 114
G 208
B 235
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
The secondary colour palette
provides a colour for product
pricing and hierarchy and
colours to use when colour
printing or reproduction
isn’t possible.
They should never be used
as a tint.
The gradient is for use
as a backdrop within
our communications.
It is created using two
of our primary colours.
The gradient is a 50/50
split between those
two colours and should
never be used as a tint.

Typeface
Our typeface is called FSAlbert.
It is a functional typeface with
a friendly personality and helps
to give our communications
a distinctive and accessible tone.
We speak with confidence
and clarity so we use two weights
from the FSAlbert family.
This ensures that we always
have a strong contrast and
clear hierarchy within content.
AaBbCc
Doctor
dEeFfGg
HhIiJjKk
Lloyds
MmNn
Onlineo
PpQqRr
SsTtUu
VvWw
XxYyZz
AaBbCc
Doctor
dEeFfGg
HhIiJjKk
Lloyds
MmNn
Onlineo
PpQqRr
SsTtUu
VvWw
XxYyZz
AaBbCc
Doctor
dEeFfGg
HhIiJjKk
Lloyds
MmNn
Onlineo
PpQqRr
SsTtUu
VvWw
XxYyZz
FS Albert Regular
Usage:
— Text
— Tables
— Product details
FS Albert Italic
Usage:
— Text
— Product details
FS Albert Exrabold
Usage:
— Headlines
— Text headings
— Prices
— Website buttons

Typography
Good typography is vital
to the way we connect with
our patients.
It is important to adhere
to some basic rules that
will help to maintain a
consistent use of our identity.
Throughout, we should
always speak with FSAlbert.
Ranged right
Our typography should always
be ranged left. This ensures a
constant starting point to each
line and makes reading more
efficient.
Too tight
We should always use a comfortable
amount of line spacing (leading).
If line spacing is too open or too
tight, legibility is affected. As a rule
leading should 3 points greater than
the text size. So 20 point text would
be set with 23 point leading.
Centred
be ranged left. This ensures
a constant starting point to
each line and makes reading
more efficient.
Too open
amount of line spacing (leading).
If line spacing is too open or too
tight, legibility is affected. As a rule
leading should 3 points greater than
the text size. So 20 point text would
be set with 23 point leading.
Justified
efficient.
Ranged left
efficient.
Correct line spacing (leading)
amount of line spacing (leading). If line
spacing is too open or too tight, legibility
is affected. As a rule leading should
three points greater than the text size.
So 20 point text would be set with
23 point leading.
Correct character spacing
Our content should always
be consistently spaced
and not be too tight or too
loose. This creates a more
considered typographic style.
Spacing too tight
Spacing too loose
ALL UPPERCASE
OUR CONTENT SHOULD
ALWAYS BE SET USING
STANDARD CAPITALISATION
RULES – UPPERCASE AND
LOWERCASE LETTERS SHOULD
BE USED THROUGHOUT ALL
OF OUR COMMUNICATIONS.
all lowercase
our content should always
be set using standard
capitalisation rules – uppercase
and lowercase letters should
be used throughout all of our
communications.
Upper and lowercase
be set using standard
capitalisation rules – uppercase
and lowercase letters should
be used throughout all of our
communications.
Unaffected
FSAlbert should always be
used in it’s original form.
It is not permissible to
change or alter the letterforms.
Stretched Condensed Distorted

Pictograms
One very important aspect
of our brand is our consultation
and treatment process. It is a
simple and discreet process that
is central to our offer.
We have made it a key aspect
of our visual identity by creating
a distinctive set of pictograms
to communicate the process.
The pictograms that represent
our ordering process have been
developed as an extension of
the visual language in our logo.
They should be used in our
communications to support
messaging and information.
1
Complete our confidential
medical questionnaire and
pay for your consultation.
2
Our registered doctors will
post your prescription to
you if medically appropriate.
3
Take the prescription
to your local pharmacy.
That’s it!
Pictogram colours
Pictograms can be
applied in the three
colour combinations
shown on this page.

Connecting line
Our logotype forms the cornerstone
of our visual language and is
accompanied by a connecting line
that helps to define and control
our communications.
The line connects with the
underline of our logotype
and our pictograms to create
a coherent visual device.
It can be flexible and configured
in different ways to accommodate
content and messaging. And
it is permissible to create designs
without the connecting line.
The connecting line should have
radius corners that are
visually consistent with the
logo type underline.

Connecting line
Below are examples of how
the connecting line can be applied,
with or without pictograms.
The connecting line can be used
to create areas for content.
The line can change direction
horizontally but must always
align to the margins vertically.

Text style guide
It is important that these
conventions are used at all times.
Medicines not Medication
Prescriptions not Scripts
Lloydspharmacy not Lloyds Pharmacy
DrThom not Dr Thom
STI not STD
chlamydia, hepatitis etc not Chlamydia, Hepatitis
Side effects not side-effects (no hyphen)
Use the full word for numbers up to and including
ten. After that, use figures. (eight, nine, ten, 11, 12)
Italics should NOT be used for organisations,
so use World Health Organisation, not World Health Organisation
Publications, however, SHOULD be italicised.
Use The Sunday Times, not The Sunday Times
Face to face can function as an adjective or an adverb.
Its hyphenation differs in each case: Hyphen for an adjective.
No hyphen for an adverb.
We do not offer face-to-face services (adjective)
We do not see patients face to face (adverb)
Log in (separate words, no hyphen) for a verb/action button;
Login details (one word) for an adjective.
Everyday for a noun or adjective (an everyday scenario)
Every day to indicate a period of time (every day I’m hustling)
Click & Collect
(no inverted commas; capitals for both words), not ‘Click and collect’
Same day Click & Collect not same day click and collect
In-pharmacy collection not in-store collection
Mail-order for an adjective (mail-order delivery)
Mail order (no hyphen) for a noun (you can buy medicines by mail order)
Hair loss (no hyphen) not hair-loss or baldness (hair loss is more
professional and is free of the negative connotations of baldness)
Collection not pickup
Use ‘single quotation’ marks, not “double”
but if emphasising a word, use italics or underline
Alpha-blockers, not alpha blockers
Prescription-only medicine not prescription only medicine
No one not no-one
Next day delivery not next-day delivery
Complete an assessment form not fill in
Your Patient Record (caps) not our patient record
Check-up not check up
Long term: if this acts as a noun then don’t use a hyphen (planning
for the long term). If it acts to describe something else (as an adverb
or adjective) then it should have a hyphen (taking HRT long-term)
For future use (or similar phrases) not in advance of need
Lloydspharmacy stores not Lloydspharmacies
Brand names are capitalised
(Viagra), but generics are not (sildenafil)
Reduced sex drive not reduced libido
Irish-registered not Irish-qualified
Write sexually transmitted infections (STIs)
(no capitals for the full words, not apostrophe for acronym),
not Sexually Transmitted Infections (STI’s)
If you are unsure whether to use ‘we’ or ‘us’ (as in ‘we/us doctors
want to help you’), drop the noun and the correct pronoun choice will
become obvious. (‘We want to help you’ not ‘us want to help you’)

Brand application
The identity elements we
have introduced combine
to give our communications
a unique look and feel which
gives us a clear advantage
when speaking to existing
and potential patients.
The following pages show
design examples of how they
work in application. These
examples have been created
for your reference and
in conjunction with the
guidelines they should act
as inspiration for your own
applications

Design examples – Advertising A strong point of difference in our
communications is our use of messaging.
It helps to engage audiences and
whenever possible should utilised instead
of imagery.

Design examples – Advertising
When our advertising requires imagery,
we should always aim to use imagery
of our doctors at work. The images
should be real and honest and never
stock imagery of models.
To reinforce this honesty and trust
each image should be accompanied
by the doctors name, qualifications
and registration number.
Health
Time
Money
Convenient Women’s and
Men’s health assessments and
prescriptions, without the cost.
www.lloydsonlinedoctor.com
Remember
the waiting
room?
Take three easy steps to your
prescription and avoid the hassle!
1
Complete our
confidential medical
questionnaire
and pay for your
consultation.
2
Our registered doctors
will post your
prescription to you
if medically appropriate.
3
Take the prescription
to your local pharmacy.
That’s it!
All assessments and prescriptions
are administered by our expert team
of fully qualified doctors.
Men’s health
assessments and
prescriptions
without the cost.
Dr Tom Brett
MBBS FRACGP
Medical Council
registration number: 401301
Women’s health
assessments and
prescriptions
without the cost.
Dr Christina Hennessey
MBBS FRACGP
Medical Council
registration number: 401301

Mezzanine Floor
50–54 Wigmore Street
London W1U 2AU
info@lloydsonlinedoctor.com
T 020 7224 2835
Design examples – Stationery
Rachel Carrell
Managing Director
rachel@lloydsonlinedoctor.com
Mezzanine Floor
London W1U 2AU
T 020 7224 2835
M 07777 777777
Mezzanine Floor
London W1U 2AU
Rick Sellars
Commercial Art
60 Great Suffolk Street
London SE1 0BL
Dear Rick,
There are many variations of passages of Lorem Ipsum available, but the majority
have suffered alteration in some form, by injected humour, or randomised words
which don’t look even slightly believable. If you are going to use a passage of Lorem
Ipsum, you need to be sure there isn’t anything embarrassing hidden in the middle
of text. All the Lorem Ipsum generators on the Internet tend to repeat predefined
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words etc.
With kind regards,
Stephen
19/06/13
Ref: Design guidelines
info@lloydsonlinedoctor.com
T 020 7224 2835

Design examples – Infomercials Design examples – Website

Lloyds Online Doctor Ireland Brand Guidelines August 2013

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