Graphic Standards Guidelines

Our corporate identity

Just as Planmeca has evolved, so has its corporate
identity. Emphasising this identity throughout all areas
will strengthen the group’s profile, and as a result will
add impetus to all of our marketing efforts.

The need for rules

In order for us to build and enhance the brand, we must
ensure that its identity is used correctly and consistently
so as to establish a clear and strong image for Planmeca.

Use of these guidelines and future 2

developments
As the name would suggest, this style guide serves as
a guide and as such is deliberately kept brief.
Contents
PLANMECA CORPORATE IDENTITY 2
CONTENTS 3
LOGO & TYPEFACE 4
CLEAR SPACE 5
LOGO & COLOUR 6
LOGO VARIATIONS 7
THINGS TO AVOID 8
DESIGN APPLICATIONS 9
all in one-CONCEPT 10
3
all in one-SYMBOL 11-12
PLANMECA TAGLINES 13
all in one – CLEAR SPACE 14
all in one – COLOUR & GREYSCALE 15
all in one CORRECT USAGE 16
all in one INCORRECT USAGE 17
all in one – REVERSED OUT 18
all in one – LINE GRAPHICS 19
STATIONERY 20
EMAIL SIGNATURE 21
SUMMARY 22
 Corporate logo
The Sans
LOGO & TYPEFACE
The Planmeca logo is the single most identifiable part of
The Sans (Myriad Pro Light, Arial)
the brand, consisting of a blue logotype on a transparent
background used to state the trading name. The
The Sans following pages show the correct use of the logo in four,
The Sans Italic (Myriad Pro Light Italic, Arial Italic) two, and single colour (Pantone 2736).

The Sans ExtraLight
The Sans ExtraLight (Myriad Pro Light, Arial)
The Sans ExtraLight
The Sans ExtraLight Italic (Myriad Pro Light Italic, Arial Italic)
Support typeface
The Sans ExtraLight and The Sans ExtraLight Italic
typefaces combine well with the Planmeca logo.
The Sans – this should be used for headings and 4
emphasis. The Sans ExtraLight – this should be used for
all body copy.

PANTONE 2736 ®

The Sans ExtraLight should always be used with the

Planmeca logo. In case this is not possible, should
Myriad Pro Light be used instead.
CLEAR SPACE The logo should not be compromised by any other type or
graphic matter.

Isolation zone
X
An area of clear space must always be left around
X X the four edges of the logo, as shown on the right.
X The height of the area above and below, marked as ‘x’,
should always be the same as the logo height.

Minimum size
The logo must never be reproduced so small that it
Planmeca Oy loses its clarity. 18 mm from edge to edge of the logo is 5
Asentajankatu 6, 00880 Helsinki, Finland the minimum recommended.

(width 18mm)

All materials utilising the Planmeca name or logo must be

submitted in proof form to the Planmeca Marketing and
Advertising Department for approval prior to production.
LOGO & COLOUR Use of colour
Colour reproduction can be either by use of special colour
or four process colours (cyan, magenta, yellow, black). If
using special colours the blue logo is to match Pantone
2736. For reproduction with the four process colours,
use the following percentages: 94% cyan, 83% magenta,
0% yellow, 0% black.

Always use the corporate blue logo when possible.

6

PANTONE 2736 ®
LOGO VARIATIONS Backgrounds
Use white background whenever possible. The logotype is
then blue.

Variations
In a few rare instances it will not be possible to use
the corporate blue logo, i.e. if the background colours
clash violently with the corporate blue logo, or only one
colour is available. When on blue or difficult backgrounds,
use the corporate logo white out, the logotype is
then white.
7
Black & White
For black and white publications, or when colour is not
an option, use the logotype in either black or white.
If using the full black or white version of the logo on
a solid background colour, the background must provide
adequate contrast.
THINGS TO AVOID Protecting the integrity of the logo is important.

Never
Distort or change the relative proportions of the logotype.

Never
Reproduce the logo in any other colour than those stated
in these guidelines.

Never
Allow other graphic elements or type to intrude into
Planmeca Oy
Asentajankatu 6, 00880 Helsinki, Finland the isolation zone. 8
DESIGN APPLICATIONS The logo should be applied consistently on all
products in order for the Planmeca brand to achieve its
maximum impact.

9
ProOne Romexis Sovereign
all in one-CONCEPT Planmeca all in one-concept, the fundamental thinking
behind all Planmeca procedures, drives the company to
deliver all-inclusive services within dentistry, to succeed
as the pioneer of high technology, and to excel as
an active operator in product development.

All in one-concept is the guideline in all operations and

procedures within Planmeca, and the all in one-symbol
illustrates this concept, delivering the company key
message to the customers and reinforcing the image of
Planmeca as an all-inclusive service provider.
10
The previous all in one-symbol was a functional symbol,
illustrating explicitly the variety of Planmeca’s services.
Based on this traditional, well-known symbol, the new
all in one-symbol reflects Planmeca’s services in
The previous all in one-symbol has been mainly used as a functional symbol: because it
symbolic means.
illustrates Planmeca’s products and services explicitly, it has been an efficient tool when
introducing and explaining Planmeca’s operations.

Yet, there has recently risen a need to use the all in one-symbol also in marketing. The previous
all in one-symbol however is not suitable for marketing purposes, and doesn’t meet
the requirements for printing. The symbol consists of several small and detailed figures, and
thus it cannot be shrunk into a small size, as the full image becomes blurred and looses its
message when printed very small.

Due to this new field of usage, a new all in one-symbol has been designed. It carries the same
message as the previous functional one, but illustrates it in a symbolic way. The new symbol is
more suitable for marketing, and in publicity it can bring marketing value to the company.
all in one-SYMBOL The circle shape of all in one-symbol signifies the compre-
hensiveness of Planmeca’s functions and the all-inclusive
service the company provides for the customers; circle
collates together and encloses inside itself everything
existing within the field of dentistry.

The all in one-symbol’s circle is left unclosed at the top,

leaving space for change and innovations. Through
the opening, there’s an entrance for fresh ideas and
a possibility for development.

Planmeca all in one-symbol is also a whirl, reflecting with 11

its continuous movement company’s dynamic character,
willingness to develop, and strive to create new.

The colour scheme of the symbol collates together

This is an example of the logotype and symbol together, in
the history and present-day of the company. The colour
an “all in one” configuration. This is to be used if the all in one
red represents the original colour scheme of Planmeca,
-symbol needs to be supplied outside the control of Planmeca.
Materials produced by the Planmeca Marketing and Advertising and the royal blue, the eye-catching blue on the symbol,
Department may use the more sophisticated relationship of
the logotype and symbol described on this page. denotes the current Planmeca colour world.
all in one-SYMBOL

The circle consists of sections which are in the shape of

a horn. The sections are based on cornucopia, a Greek
symbol of plenty, consisting of a goat’s horn which
overflows with flowers, fruit and corn. The symbolic 12
cornucopia is an abundant supply of good things of
a specified kind, and a mythical horn able to provide
whatever is desired – similarly to Planmeca, which can
provide its customers whatever they need.

by Pearson Scott Foresman

PLANMECA TAGLINES The taglines can be seen as the sections of the all in one-
circle. In a symbolic way, both all in one-concept and
-symbol consist of the features on the taglines. In
addition, the features presented on the taglines are
the foundations and objectives behind Planmeca
functions and products.

The taglines are also connected to the symbolism of

Pure Innovation cornucopia: the features on the taglines are all various
outcomes of the cornucopia. The customer can wish
Pure Ergonomics
for any feature, and the craved features will flow from
Pure Functionality
the cornucopia of Planmeca. Through the taglines,
Pure Quality 13
Planmeca is presented as a cornucopia, able to provide
Pure Design
whatever is desired by the customer.
Pure Personality
Pure Comfort From the marketing point of view, the taglines can
Pure Vision be used to emphasise the variety of characteristics
Pure Technology associated with Planmeca products and services. Each of
Pure Technique the taglines is combinable with all Planmeca products,
Pure Form emphasising different characteristics, important to
Pure Teamwork different customers.
all in one CLEAR SPACE In many cases the size of the all in one-symbol is
determined by the space available. In printed material
1/8 X however, to ensure legibility and that the symbol has
appropriate presence, it needs the minimum size of
10 mm in height.

For clear visibility, the symbol should be sized with

1/8 X

X
the minimum amount of white space around it. Thus,
an area of clear space must always be left around
the four edges of the symbol, as shown on the right.

When applied to certain promotional items, there may 14

be exceptional circumstances when the symbol appears
smaller or in a slightly different format. Each item is
judged on its own merits.

10 mm
If you have any difficulties with the symbol when
producing artwork, please contact the Planmeca
Marketing and Advertising Department.
all in one COLOUR & GRAYSCALE

15

100% 100% 100% 100% 100% 50% 20% 70%

CMYK CMYK CMYK CMYK BLACK BLACK BLACK BLACK
94, 83, 0, 0 85, 24, 0, 0 14, 3, 3, 0 0, 100, 99, 4
Pantone Pantone Pantone Pantone
2736 C 2925 C 656 C 1797 C
all in one CORRECT USAGE 1. 2. The correct way to use the Planmeca all in one-symbol:
1. Use white background with colourful symbol
whenever possible.
2. For black and white publications, or when colour is
not an option, use the all in one-symbol on a white
background in black.
3. If using solid colourful background. The background
must provide adequate contrast to the symbol.
3. 4. When on blue, red or difficult backgrounds, use
the Planmeca all in one-symbol with white behind it.

16

4.
all in one INCORRECT USAGE
1. 2.

17

Do not use:
1. Do not use colourful symbol on a background containing
same colours as the all in one-symbol.
2. Do not use black symbol on a black background.
all in one REVERSED OUT Not to be used without
Planmeca Advertising Department’s consultation.

18

30% 70% 100% 40% 30% 70% 100% 40%

OPACITY OPACITY OPACITY OPACITY OPACITY OPACITY OPACITY OPACITY
all in one LINE GRAPHICS Not to be used without
Planmeca Advertising Department’s consultation.

19
STATIONERY Stationery forms a vital link between Planmeca’s
partners and the public. It is therefore essential that each
stationery item is seen to be consistent.

Matti Meikäläinen
Title

tel. +358 20 7795 xxx

matti.meikäläinen@planmeca.com

Planmeca Oy
Asentajankatu 6
FI-00880 Helsinki, Finland
tel. +358 20 7795 xxx
fax +358 20 7795 xxx
www.planmeca.com

20

Planmeca Oy | Asentajankatu 6, FI-00880 Helsinki, Finland | tel. +358 20 7795 500 | fax. +358 20 7795 555 | sales@planmeca.com | www.planmeca.com
Bank: Nordea Bank Finland Plc. | Account (EUR): Fl6321221800062512 | Account (USD): Fl4221226200000350 | Swift-code (BlC):NDEAFlHH
Business ID: 0112773-2 | VAT number: Fl01127732 | Domicile: Helsinki www.planmeca.com
EMAIL SIGNATURE Shown here is the correct form that all email sent by
Planmeca should conform to.

The logo should never be used on any email, or attached

Matti Meikäläinen
Myyntipäällikkö in any form as an email ‘signature’, other than in
PLANMECA OY the format provided.
Asentajankatu 6 A
00880 HELSINKI
The correct disclaimer should be positioned at the end
Puh. +358 20 7795 526 (ohivalinta) of all emails as shown. Anyone experiencing problems in
Fax: +358 20 7795 555
the use of email signatures and disclaimers should refer
matti.meikalainen@planmeca.com
www.planmeca.com to the Marketing Department at Planmeca.
21
Mr Matti Meikäläinen
Sales Manager
PLANMECA OY
Asentajankatu 6 A
00880 HELSINKI, FINLAND

Tel. +358 20 7795 526 (direct)

Fax. +358 20 7795 555
matti.meikalainen@planmeca.com
www.planmeca.com

This e-mail may contain confidential or privileged information. If you are not the intended recipient (or have received this e-mail in error) please notify the
sender immediately and destroy this e-mail. Any unauthorized copying, disclosure or distribution of the material in this e-mail is strictly forbidden. We will
not be liable for direct, indirect, special or consequential damages arising from alteration of the contents of this message by a third party or as a result of
any virus being passed for viruses.
Summary
The Planmeca logo and all in one-symbol is central to
the way that we are perceived, and defines the business
as a trading entity in its own right. Remember that our
identity is a business asset and should be treated with
respect.

Further information
There is a shared responsibility for the logo’s correct
application, hence the need for these guidelines.
However, if you have any queries about usage or
application, all brand identity affairs are managed by: 22
Planmeca Marketing and Advertising Department
Planmeca Oy
Asentajankatu 6, 00880 Helsinki, Finland
AD
Ms Päivi Hyytiäinen
tel. +358 20 7795 395
fax +358 20 7795 491
paivi.hyytiainen@planmeca.com