Store Fronts & In-Store - Best Practice Guide€¦ · Window Frosting Strip 12. Welcome & Exit 13. Pharmacist Image (not used) Store Front—Best Practice Store Front — Example

1Fresh Creative: 02 6299 7055 [email protected]

Signage 2017Store Fronts & In-Store - Best Practice GuideNOVEMBER 2017


2 Contents

3 Store Signage Overview

Store Front Signage4 Store Front Signage

7 Store Front—Best Practice

12 Store Side Fascia—Best Practice

In-Store Signage13 In-Store Sign Overview

14 In-Store Signage System

15 Gondola Department

16 Gondola Specials

17 Wall Department

18 Department Dividers

19 In-Store Counters & Doors

Brand Colours and Fonts22 In-Store—Colour & Materials

23 Brand Fonts

Order Forms24 Gondola / Wall / Dividers Sign Order Form

25 Professional Services / Gondola Specials Sign Order Form


You may use your preferred signage / design company to produce artwork, print and install signage,

Or contact Fresh Creative who can assist with design, printing and installation of signage. P: 02 6299 7055 E [email protected]

Store Signage OverviewBest PracticeEach store will present many and varied limitations and opportunities when it comes to signage due to the size and construction of the building. Therefore, each store will need to be assessed to consider the best possible outcome.

This Best Practice guide will assist the designer through the process and is accompanied with Brand Elements which can be used, adjusted and scaled accordingly to deliver the best solution.

The Brand Elements follow an order of hierarchy. This hierarchy has been adopted to keep the integrity of the Capital Chemist brand. This formula will achieve signage consistency despite the varying sizes and constructions of each store.

While the Brand Elements have been provided and examples shown, it is at the discretion of the designer to adjust elements, as required, to best suit the space available.

All signage designs must be submitted to Capital Chemist Head Office for final approval.

If you have any further questions, please contact Capital Chemist Head Office on: (02) 6126 4000


Brand Element HierarchyThe following list sits in hierarcal order. When choosing which elements to use for the designated signage space, follow the list from the top and work down the until you have used the desired space.

Order of Priority;1. Brand Logo The Brand logo comes in a selection of formats including

vertical, horizontal & extreme horizontal for short, wide fascias.

2. Proprietors / Opening Hours Heading Font — Helvetica Condensed Bold

Body Font — Helvetica Condensed Post-nominals should be a point size smaller than name. Opening Hours — keep hours aligned (as shown) NB: Jurisdictional requirements and historical practice in ACT.

3. Open 7 Days Use only if applicable.

Font — Helvetica Black Condensed. Upper & lower case. Can be used on front & side fascia, windows, side pillars. Apply as white text on solid blue background or as solid blue text on white background.

4. Website Font — Helvetica (use Condensed if limited space)

Apply as white text on solid blue or shaded background or solid blue text on white background. capitalchemist.com.au

Open 7 Days

Store Front Signage

Brand Logo

Proprietors / Opening Hours

Open 7 Days

Website

ProprietorsCapital Chemist CurtinSusan LeDale JordanJohnny TranVincentT ran


5555 5555

Brand Element Hierarchy continued5. Brand Pattern The Brand Pattern is flexible and is supplied as a

vector file allowing shaping of curves to suit the space required. The gradients are also adjustable to slide across, up and down. Never change or swap the colours supplied in the gradient colour panel.

6. Pop-Box ‘Ask’ Message The store front Pop-Box must always be used in the secondary green colour (PMS 382) on a slight tilt and can sit in any area of the Brand Pattern Arc.

7. Service Icons A suite of service icons has been developed to help depict the services each store offers. So select the icons which best suit your store and use if space permits. Can be used on white or coloured background.

8. Phone & Social Media Phone Font — Helvetica Bold Condensed— apply as

white text on solid blue or shaded background or solid blue text on white background. The Social Media icons must not be altered. The phone number formate should always follow 4 digits followed by 4 digits eg: XXXX XXXX.

Store Front Signage

Community Parking Health Advice

Text Your Script

Compounding

Home DeliveryClick & Collect

Service

BeautyHealth Services

Brand Pattern Pop-Box Message

Service icons

Blog Facebook Facebook wideTwitter Instagram

Leave Certificate

Documents Certified


Brand Element Hierarchy continued9. Shaded Background or Image Area

This area requires professional guidance to gain maximum effect whilst complying with brand guidelines. Carefully considered images are a great way to promote a store spacific message, however this is not a vehicle for product placement. See examples D & E on page 10.

Use the Shaded Background or Image with the Brand Pattern. The Shaded Background uses gradients which can be adjusted as required — NB: See glow behind Pharmacist image. When using behind white text, ensure the lightest area is away from text.

10. Tagline — We know what matters Font — Sign Painter

Apply as white text on solid blue or shaded background or solid blue text on white background.

11. Window Frosting Strip The frosting strip on store front windows is the only instance where it is

acceptable to separate the mortar and pestle icon from the wording in the Capital Chemist logo. This treatment must NEVER be used in any other form of signage or marketing material.

12. Welcome & Exit Font — Helvetica Bold Condensed. The wording ‘Welcome’ and ‘Exit’

have been considered carefully and must not be substituted. This is part of the consistent messaging which underpins the Capital Chemist customer experience.

13. Pharmacist Image If space permits, some stores may wish to include an image of the Pharmacist. This is an opportunity to build a relationship with the consumer before they even enter the store. A face the consumer can already identify and who is onsite, creates a sense of familiarity, comfort and trust.

NB: Large format images should be supplied between 100 & 150 dpi at true size. All images must be taken with even lighting (no strong shadows) and with Pharmacist in uniform clearly showing the Capital Chemist logo or name badge. Images should include full head to thigh (to allow cropping). The image can sit behind, in between or in front of the arcs. Professional photography is required.

Store Front Signage

WELCOME EXIT

Shaded Background OR Image Area

Tagline

Frosting Strip

Welcome & Exit Store Font text


Name Surname BPharmName Surname BPharmName Surname BPharm

All elements used 1. Brand Logo2. Opening Hours / Proprietors 3. Open 7 Days4. Website5. Brand Pattern6. Pop-Box ‘Ask’ Message7. Service Icons8. Phone & Social Media9. Shaded Background or Image10. Tagline — We know what matters11. Window Frosting Strip12. Welcome & Exit13. Pharmacist Image

Store Front—Best Practice

Store Front — Example ASome stores require a full window or wall with 100% coverage due to in-store shelving or for security purposes.

This example shows how a full window or wall should be covered and the best practice when using all elements in the Capital Chemist brand.

Elements can be positioned to accommodate a plasma screen or large poster frames.

1

9

Brand Logo

2 Opening Hours / Proprietors

11 Frosting Strip

12 Welcome / Exit

Facebook

10 Tagline7 Service Icons

3 Open 7 Days4 Website

6Pop-Box

13 Pharmacist Image

5 Brand Pattern

Shaded Background or Image area

8 Phone &Front Fascia

Entry Door /Windows

Under awning Fascia



Most elements used 1. Brand Logo2. Opening Hours / Proprietors 3. Open 7 Days (if applicable)4. Website5. Brand Pattern6. Pop-Box ‘Ask’ Message7. Service Icons8. Phone & Facebook9. Shaded Background10. Tagline — We know what matters11. Window Frosting Strip12. Welcome & Exit13. Pharmacist Image (not used)

Store Front—Best PracticeStore Front — Example BExample B shows a store front with two pillars either side of a large open window space with a very short, wide front fascia.

To gain maximum benefit of the front fascia, an extreme landscape version of the brand logo, has been created. This example also shows roller door covers to protect windows when the store is closed. This area is perfect for further signage.

Example B also shows the best practice for window graphic placement to allow plenty of natural light and good vision. This is ideal to showcase store products while maintaining the integrity of the Capital Chemist brand.

1 Brand Logo 8 Facebook4 Website

8 Phone

7Service Icons

5 Brand Pattern

6 Pop-Box

10 Tagline

3 Open 7 Days

Opening Hours Proprietors 2

12 Welcome & Exit

WELCOME EXIT

9 Shaded Background

11 Window Frosting Strip

Front Fascia

Exit Door

Side Pillar Roller door covers

WindowsExit Door

Side Pillar



Store Front—Best Practice

Store Front — Example CLimited signage space may present a challenge. Example C shows best practice for stores with less store front area and one which is not open 7 days.

It is mandatory to use the first 2 Brand Elements; 1. Brand Logo 2. Proprietor / Opening Hours.

All other elements are optional, but should follow the Brand Element hierarchy where applicable. Where an element is not applicable, move onto the next element in the hierarchy order.

This example shows priority of Brand Elements used. The below items in grey have been left off due to limited space.

1 Brand Logo 4 Website

Open Hours Proprietor 2

Selected elements used; 1. Brand Logo2. Opening Hours / Proprietors 3. Open 7 Days (not applicable)4. Website5. Brand Pattern 6. Pop-Box ‘Ask’ Message7. Service Icons8. Phone & Facebook (not used)9. Shaded Background (not used)10. Tagline — We know what matters (not used)11. Window Frosting Strip (not used)12. Welcome & Exit (not used)13. Pharmacist Image (not used)

7 Service Icons

5 Brand Pattern 6 Pop-Box

Front Fascia

Side Pillar

Windows


Store Front — Example D

Store Front — Example E

capitalchemistoconnor.com.au

Late Night ChemistCanberra’s

11pm every dayProprietorConnpharm Pty Ltd Trading as Capital Chemist O’ConnorLibby Breden, B Pharm (SYD) MPS

Opening HoursMon to Fri 8.3 0am - 11.00pmSat, Sun & Pub Hols 9.00am - 11.00pm

After Hours Medical Assistance Canberra Hospital 02 6244 2222 Calvary Hospital 02 6201 6111 CALMS 1300 369 338

It is a condition of entry into this pharmacy that we reserve the right to inspect all handbags, carry bags and school or other bags.

VIDEO SURVEILLANCE

by proudly supportingWe kn� what ma��s

Pharmacy IDOnline Police Checks

After HoursPractitioner After Hours

Health ChecksLung, Heart & Diabetes

✓

✓

✓

Health Advice

Home Delivery

Documents Certified

Leave Certificate

SLIDE


Store Front — Example F

12Fresh Creative: 02 6299 7055 [email protected] Side Fascia—Best Practice

Store — Side FasciaThe hierarchy order differs when creating a design for a Side Fascia which is supported by a Front Fascia design.

Example A shows a store which is open 7 days.

Example B shows a store which is not open 7 days and is aligned with an under awning light box. The under awning light box displays the brand logo, therefore the side fascia presents an opportunity to utilise another element — service icons have been used along with the tagline to reinforce the brand message

1 Brand Logo 4 Open 7 Days

Community Service Home Delivery Health AdviceClick & Collect

Open7 Days

Fascia Example A

Fascia Example B with under awning light box

13Fresh Creative: 02 6299 7055 [email protected] Sign Overview

The in-store colour system has been carefully chosen to uphold the Capital Chemist brand and deliver clear pathways throughout the store. The colours allow the consumer to easily identify product departments, payment area, Consultation Rooms, Prescriptions and Scripts In / Out areas.

Department signage has been designed to allow a solution to suit all store opportunities or limitations.

Use department signs as best fits your store eg: if your store provides space for wall department signage and dividers, you may use both. If your store only allows room for gondola signage, you may just use the gondola signs.

It is important to follow the approved Capital Chemist elements and colour system when creating your department signage.

You may use your preferred signage / design company to produce artwork, print and install signage,

Or contact Fresh Creative who can assist with design, printing and installation of signage. P: 02 6299 7055 E [email protected]

14Fresh Creative: 02 6299 7055 [email protected] Signage System

Bulkheads

Payment & Prescription Signage

Tagline - ‘We know what matters’The tagline is used on bulkheads, as a break to the main services areas throughout the store, if store height permits. This is used on a natural colour which compliments the main corporate blue and other department signs, allowing them to pop and be the hero colours in the store. The natural colour is a soothing, calm colour which gives a comfortable break to the eye while perusing the store.

Text: White text in Sign Painter, on the natural background - (Dulux Self-Destruct)

Prescriptions, Pay Here & Scripts In / OutThe corporate blue colours are used in the main traffic areas; Prescriptions, Scripts In/Out and Pay here. This is used with the sweeping arc on the shaded background behind white text (See examples, page 20).


Gondola DepartmentThere are many different systems available to use on gondolas. The two most used systems across Capital Chemist stores are the back to back panels and the T-Bar.

Regardless of the system used, colour and font must remain consistent. Gondola signs use white text on the Charcoal coloured background. The depth of the Charcoal colour creates a layered effect to the store signage making it easier to divide departments and products.

The Charcoal is a deep neutral colour which compliments the main corporate blue and other department signs

Text: White text in Helvetica Bold Condensed on Charcoal coloured background.

Gondola Dept

Gondola Department Gondola Dept

600mm

600mm

150mm

200mm

300mm

650mm

T-Bar

Back to Back Panels

Gondola Department


Gondola Specials Gondola signs also include a special range of titles which are available in a new orange colour. The orange colour allows the category title to pop out from the other categories—therefore is viewed as a special range of products.

The special category titles would normally be used on the end of gondolas and can be either orange or the standard charcoal (store preference).

The approved titles for gondola specials are listed below. Any title other than the Capital Chemist approved titles must be approved by head office before use.

See Gondola Specials order form on page 25

Special category titles:> As Seen On TV> Catalogue> Loyalty Matters Offer> New!> Our Favourites> Pharmacist Recommended> Reduced To Clear> Special Offer> Specials> Staff Favourite

Specials

600mm

200mm

Back to Back Panels

Gondola Specials


Wall Department The Wall Department signs are only used where the store allows signage against a wall. The signs are designed to easily move around the store and come in varying widths and heights. Only major departments are candidates for wall department signage (see order form page 24).

The off-white colour is softer on the eye than a stark white and supports the carefully chosen colour pallet throughout the Capital Chemist store.

Text: Blue text (Helvetica Bold Condensed) off-white background.

See examples - page 20 & 21.

Wall Department

Wall Department

Custom Width

Custom Height

Wall Department Sign


Department DividersDepartment DividersDepartment Dividers have been designed to be used to divide long gondolas where multiple departments are present. They should only be used when the width of an aisle is wide enough to support them. Green dividers are also useful on bench tops to support Professional Services in the dispensary area.

This is optional and should only be used in one of two colour options;

Green: for use in the Professional Services area or to support professional pharmacy departments using only the approved titles listed below (see order form pg 25).

Charcoal: Use for main store product area from the approved titles. (see order form pg 24).

Text: White text (Helvetica Bold Condensed) on green / charcoal background.

Approved Professional Service Titles:

> Allergy & Sinus

> Children’s Health

> Cold & Flu

> Digestive

> Eye & Ear

> Pain Relief

Department Dividers / Professional Services Area

100mm

Professional Service

Department Divider

725m

m


Consultation RoomsConsultation Rooms doors may be made of timber or glass. Timber doors will need either cut-vinyl or solid printed vinyl, while glass can use either vinyl or frosting. (See example store internal - examples, page 20).

Other RoomsYou may choose to have a special service room and can use a service icon to accommodate the list of services.

Glass PartitionsGlass dividers or partitions are also a great opportunity to use frosting. This allows light while creating a private space. In this space you can use a solid frosting with cut-out tagline “We know what matters” accompanied with cut-out arched curves (See example store internal - example A, page 20).

Counter FrontsCounter fronts can be a simple as plain colour, timber finish or

In-Store Counters & Doors

ConsultingRoom

Beauty ConsultingRoom

Beauty

Glass Frosting Door

Glass Partitions

Counter Fronts

Vinyl Sticker - Other Door Vinyl Sticker - Consulting Room


Store Internal — Example A

Store Internal — Example B


Store Internal — Example C

Store Internal — Example D


In-Store—Colour & Materials

Pin Board2204 Poppy seed

Vinyl Floor Superplank 1953 Ghost Gum

Floor Tile Lexa Bella, Grey Matt

Consulting RoomFloor Sheet Vinyl 1380 Nocturne

CharcoalGondola /

Divider

Off-White Wall Dept

Wall White Green Pharmacist

Divider / Pop-Box

Specials Orange Mid Blue

Materials

Natural Break in

Bulkhead

Paint & Cut Vinyl

Print Colour conversion

C - 100M - 73Y - 0K - 2

C - 26M - 25Y - 38K - 0

C - 65M - 61Y - 59K - 40

C - 60M - 40Y - 50K - 60

C - 2M - 3Y - 2K - 0

C - 28M - 0Y - 92K - 0

C - 0M - 0Y - 0K - 0

C - 0M - 70Y - 90K - 0

C - 100M - 10Y - 0K - 10

Dulux PaintPeptalk

Non-Illuminated Vinyl

Avery 800 Cast Film: 808 Cosmos Blue

Dulux PaintRaku,

Low Sheen

Wing / GondolaVinyl Avery

881 Dark Grey

Divider / Splash Back

Vinyl Avery 530M Dark Grey

Dulux PaintWhite Exchange

Half W

Dulux PaintNatural WhiteLow Sheen


Avery 900 Cast Film: 985

Springtime Green


Avery 800 Cast Film: 877 Bright

Blue


Film: 805 Orange

Illuminated Vinyl Avery 5500 Cast Translucent Film:

5581 Sky Blue

Illuminated Vinyl Avery 5500 Cast Translucent Film: 5509 Sapphire

Blue

Dulux PaintSelf-Destruct W

IMPORTANT NOTE: Large format printers vary in colour consistency. The CMYK breakdown is a guide only. Please ensure colour output matches the Dulux Paint or Vinyl colour from the above chart.

KicksBrush chrome

Deep Blue Main Bulkhead


The Capital Chemist Brand Fonts are the Helvetica Family and Sign Painter.

Only ever use the Brand Fonts when producing store front signage. Never try to match the font in the Brand Logo.

The following page shows best practice for the use of the corporate fonts.

The full list of Corporate fonts are;> Helvetica Condensed> Helvetica Bold Condensed> Helvetica Black Condensed> Helvetica Roman > Sign Painter-HouseScript (upper & lower case only)

Brand FontsABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789Helvetica Condensed

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789Helvetica Bold Condensed

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789Helvetica Black Condensed

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789Helvetica Roman

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789SignPainter-HouseScript


CharcoalGondola

BlueWall

Charcoal Dept.Dividers

CharcoalGondola

BlueWall


CharcoalGondola

BlueWall


Acne NA Digestive NA Men’s Care NA

Allergy & Sinus Electronics NA Moblilty AidsAntifungal NA Eye & Ear Nappies NA

Aromatherapy NA Family Planning NA Natural MedicineArthritis Feminine Hygiene NA Natural ProductsAsthma First Aid Pain ReliefBaby Care Foot Care Personal Care NA

Bath & Shower NA Fragrance Pharmacist Only MedicinesBatteries NA Gifts Skin CareBioCeuticals Hair Accessories NA Skin TreatmentsChildrens Health Hair Care NA SpecialsCompression Stockings Hair Colour NA SportingConfectionery NA Hair Styling NA Sports BracesContinence Hand & Nail NA Stop SmokingCosmetics Health Management Sun ProtectionCough & Cold Hosiery NA Sunglasses NA

Dental Infant Formula NA Weight ManagementDeodorant NA Lip Care NA Wound Care

Diabetes Care Medication

Digestive Health Medication Aids NA

Offices Use OnlyOrder approved by:

_______________________________

Head Office & Store Manager: Yes No

Date: / /20

Placed Order: / /20

Store Name: ____________________________ Date of Order: _____________________ Date Required: _____________

Store Address: _______________________________________________________________________________________

Contact Name: ___________________________ Contact Phone: ______________________________________________

Send all orders to Cara Thurston or use in consultaion with your signage provider. Fax: (02) 6239 4800 or [email protected]

Gondola / Wall / Dividers Sign Order Form

NB: Requests outside this list must be submitted to Capital Chemist Head office for approval.


Orange Charcoal

As Seen On TV

Catalogue

Loyalty Matters Offer

New!

Our Favourites

Pharmacist Recommended

Reduced To Clear

Special Offer

Specials

Staff Favourite

Green

Allergy & Sinus

Children’s Health

Cold & Flu

Digestive

Eye & Ear

Pain Relief

Professional Services / Gondola Specials Sign Order Form

Professional Services Dividers Gondola Specials

Offices Use OnlyOrder approved by:

_______________________________

Head Office & Store Manager: Yes No

Date: / /20

Placed Order: / /20

Store Name: ____________________________ Date of Order: _____________________ Date Required: _____________

Store Address: _______________________________________________________________________________________

Contact Name: ___________________________ Contact Phone: ______________________________________________

Send all orders to Cara Thurston or use in consultation with your signage provider. Fax: (02) 6239 4800 or [email protected]

NB: Requests outside this list must be submitted to Capital Chemist Head office for approval.