brand standards manual - amazon s3 · 2018-08-05 · trusted, respected name in hair loss...

VERSION 1.0 | JANUARY 2015

BRAND STANDARDS MANUAL

RAHAL BRAND STANDARDS MANUAL | VERSION 1.0

TABLE OF CONTENTS

1

1.0 Using this Manual

1.1 Reasons for Using this Manual

2.0 Introduction

2.1 The Rahal Identity

2.2 Brand Character

2.3 The Rahal Logo

3.0 The Visual Identity

3.1 Logo Variations

3.2 File Formats

3.3 Naming Convention

3.4 Color Palettes

3.5 Logo Placement

3.6 Clear-Space Requirements

3.7 Minimum Size Requirements

3.8 Unacceptable Alterations

3.9 Typefaces

3.10 Brand Character

4.0 Photography

4.1 Photography Overview

4.2 Photography for Before & After,

In-Clinic, and Procedures

This manual is also available on the

Rahal website as a downloadable

PDF that can be viewed using Adobe

Acrobat Reader (Mac or PC based).

RahalHairline.com

5.0 Editorial Guidelines

5.1 Introduction

5.2 Editorial Voice

5.3 Common Grammar, Syntax, and Usage

5.4 Punctuation and Typographic Marks

5.5 Numbers, Figures, and Dates

5.6 Type and Styling

6.0 Brand Applications

6.1 Stationery

6.2 Report and Template Documents

6.3 Marketing Collateral

6.4 Promotional Items

6.5 E-Communications

http://RahalHairline.com

1.0

USING THIS MANUAL


1.0 USING THIS MANUAL1 USING THIS MANUAL

2 INTRODUCTION

3 USING THE VISUAL IDENTITY

4 PHOTOGRAPHY

5 EDITORIAL GUIDELINES

6 BRAND APPLICATIONS

3

1.1 Reasons for Using this Manual

One key to enhancing the visibility and reputation of the

Rahal brand is a consistent and reliable approach to our

marketing and communications. Consistency in the

look and content of our communications materials

provides a recognizable and memorable presence in

the minds of the people and organizations with whom

we seek to communicate.

It is incumbent on all stakeholders who make use of the

Rahal brand to follow the provided brand guidelines.

The effectiveness of the brand is contingent on the

people who use it—and use it well.

In this manual, you’ll find essential resources to

effectively use the Rahal logo, supporting graphics,

colors, typography, and photography. It explains how

to apply these guidelines to print materials, websites,

stationery, and other marketing and communications

collateral. This manual also includes a comprehensive

editorial style guide (Section 6.0) to ensure that written

materials are consistent and accurate.

As a user of this guide, please take

a moment to review all aspects of

this manual and where possible,

ensure compliance to the standards

set forth.

Permission/Release of the Rahal Logo Assets

This manual establishes a basic foundation for

developing marketing and communications materials,

but we acknowledge that these standards cannot

address every situation that may arise. Any questions

regarding these guidelines, requests for logo files, or

brand communication aids should be directed to:

Matthew LemieuxCorporate Communications 613.739.3044 ext. 229 [email protected]

2.0

INTRODUCTION


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2 INTRODUCTION


4 PHOTOGRAPHY



5

2.1 The Rahal Identity

Our Vision

We want to create a world where every man and woman can live a full, confident life.

We strive to make Rahal the most trusted, respected name in hair loss solutions—one patient, one procedure, and one hair at a time.

Our Solutions

Our hair loss solutions are, have been, and always will

be about quality. Our core solution is undetectable

follicular unit hair transplants, which we support with

FDA-approved medications and hair loss concealers.

We adopt the newest treatments only when they’ve

proven themselves through sound medical science to

us and to our patients.

Our Results

We’ve built our success around the Rahal Hairline™.

But it isn’t just the youthful, natural hairlines we

consistently design that secured our reputation: We

restore confidence by restoring hair, and long-term

success is the real result.

Rahal’s identity is reflected in its

culture and its employees. It’s up to

every employee to help bring our

company to life. When properly

realized, a company is more than

brick and mortar, it’s an entire

personality our patients can relate

to.

2.0 INTRODUCTION


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6

2.1 The Rahal Identity (continued)

Our Patients

We’re committed to our patients. They come to us from

all over the world for hair restoration and leave with

an experience: It starts with listening to their needs

and giving them the best, most honest advice we can.

It carries over to exceptional customer service, the red

carpet treatment, regular follow-ups, and our Growth

Guarantee™ to ensure our patients’ success.

Our Practice

Ethics. Integrity. Diligence. Accomodation. Those words

mean something to us and to the men and women who

come to us. They mean educating our patients. They

mean turning away patients who aren’t good candidates,

because running an ethical practice means improving our

patients’ quality of life, not detracting from it for a buck.

They mean growing our practice, opening new clinics and

bringing in new doctors to meet the needs of patients

from all over the world.

Our Doctors

To become a Rahal-Certified Physician™, every doctor must pass a

training program to master the surgical skills and artistic hairline

design developed by our Medical Director, Dr. Rahal. Our doctors

must also specialize solely in hair restoration. This delivers the

results our patients have come to expect from Rahal.

Our Team

Our team is committed to continuous education and leadership,

and every team member brings unique skill sets to our clinics,

acting as a well-oiled machine with a passion for delivering results.

Our team is driven to deliver the personal care that has come to

define the Rahal experience.

Our Facilities

Our state-of-the-art medical facilities are designed around patient

comfort. Outside of our clinics, we provide a community for

patients to discuss their expectations, hopes, and concerns about

hair loss and hair restoration. Our on-site recovery suites give our

patients access to a concierge service and on-call physicians and

registered nurses for an easy, private recovery.

Dr. Rahal serves patients from

all points on the globe from his

offices in Ottawa and Toronto.

He has performed over 5,000 hair

surgeries, pioneering and perfecting

techniques such as the Rahal

MegaSession™, during which he

routinely transplants up to 7,000

grafts per session. He performed the

first robotic hair transplant surgery

in Canada, as featured on the

Discovery Channel.

2.0 INTRODUCTION


2.2 Brand Character

7

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Brand attributes are a set of characteristics

that identify the visual, verbal and

behavioral traits of the organization, in the

same manner that physical, character, and

personality attributes are used to identify

individuals. To this end, the following are the

brand attributes of Rahal:

QUALITY

INTEGRITY COMMITMENT

2.0 INTRODUCTION

LEADERSHIP

PASSIONATE

INNOVATIVE

PROGRESSIVE

EXPERIENCED

SERVICE-FOCUSED

REPUTABLE

TRUSTWORTHY

HONEST

TRANSPARENCY

- Placing highest priority on patients on their overall experience. It carries over to exceptional customer service, the red carpet treatment, regular follow-ups, and a Growth Guarantee™ to ensure patients’ success.

- Listening to the patients needs and giving them the best, most honest advice possible.

- Growing our practice, opening new clinics and bringing in new doctors to meet the world-wide presence of our patients.

- Focus on educating patients about their hair loss and solutions. Doing away with the idea that “one size fits all” when it comes to patient needs.

- The Rahal team is committed to continuous education and leadership, and every team member brings unique skill sets to our clinics, acting as a well-oiled machine with a passion for delivering results.

- Continued commitment to professional development and lifelong learning.

- Following the highest standards for techniques and technologies in the industry through specialization and training.

- Employing only proven sound medical science in hair loss solutions.

- Pioneering and honing the artistic techniques required for youthful, natural hairline designs.

- The drive to constantly improve comes from the experience and passion for delivering results that change patients’ lives.


2.3 The Rahal Logo

8

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The Rahal logo is an emblematic representation of

Rahal’s brand and is highly instrumental in how it is

recognized and perceived by it’s internal and external

audiences. The parent logo is composed of two main

design elements, including the graphic and typography.

It is vital to be consistent with this application and never

to display the logo in configurations other than those

shown in this manual.

In every application, the logo must be displayed prominently

and legibly, and in accordance with the following guidelines:

1. Use only the logos provided in conjunction with the

brand manual, without modification, rotation, or

simulation;

2. To preserve the integrity of the logo, it must not be

combined with other elements to create a new symbol

or image;

3. To protect the integrity, legibility, and impact, do not

reproduce at sizes smaller or without the proper

protective space than the amounts outlined in this

manual;

4. Apply the logo to all websites, publications,

advertisements, presentation materials, marketing

collateral, and business stationery (both print and

electronic); and

5. Use the logo only once per surface, page, or

web page.

Icon Wordmark

2.0 INTRODUCTION

3.0

USING THE VISUAL IDENTITY


1. Rahal_ParentLogo_CMYK

2. Rahal_ParentLogo_Black

3. Rahal_ParentLogo_Greyscale

4. Rahal_ParentLogo_CMYK_Reversed

5. Rahal_ParentLogo_Solid White_Reversed

See Section 3.3 for Naming Convention.

3.0 USING THE VISUAL IDENTITY

3.1 Logo Variations

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1. Positive Color Logo

Use the 4-color CMYK positive logo whenever possible. This

logo is intended for use on a white- or light-colored background.

2. Positive Black Logo

Use this version for instances where technical or color limitations

prevent the use of the primary color version.

4. Reversed CMYK Logo

Use the 4-color CMYK reversed logo whenever possible.

This logo is intended for use on a black- or dark-colored

background. (Section 3.5)

5. Reversed Solid White Logo

Use the white logo version when reproduction issues may arise

with the reversed color logo.

10

3. Positive Grayscale Logo



Parent Logo


1. Rahal_FUE_CMYK

2. Rahal_FUE_Black

3. Rahal_FUE_Greyscale

4. Rahal_FUE_CMYK_Reversed

5. Rahal_FUE_Solid White_Reversed



3.1 Logo Variations (Continued) Rahal FUE TM Logo

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2 INTRODUCTION


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11





1. Rahal_MegaSession_CMYK

2. Rahal_MegaSession_Black

3. Rahal_MegaSession_Greyscale

4. Rahal_MegaSession_CMYK_Reversed

5. Rahal_MegaSession_Solid White_Reversed



3.1 Logo Variations (Continued) Rahal MegaSessionTM Logo

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12





1. Rahal_Icon Only_CMYK

2. Rahal_Icon Only_Black

3. Rahal_Icon Only_Greyscale

4. Rahal_Icon Only_CMYK_Reversed

5. Rahal_Icon Only_Solid White_Reversed



3.1 Logo Variations (Continued)

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Use the 4-color CMYK positive

logo whenever possible. This

logo is intended for use on a white-

or light-colored background.


Use this version for instances where

technical or color limitations prevent

the use of the primary color version.








13


Use this version for instances

where technical or color limitations

prevent the use of the primary color

version.

Icon Only


The Stacked Logo with Tagline should be

used when the marketing material will

benefit from further messaging to support

the brand message. This version should

replace the use of the parent logo, as brand

rules indicate the use of only one imprint of

the logo per page.

The Stacked Logo with Tagline is to be used

as the primary tagline logo when vertical

space allows.

1. Rahal_ParentTagline_CMYK_Stacked

2. Rahal_ParentTagline_Black_Stacked

3. Rahal_ParentTagline_White_Stacked



3.1 Logo Variations (Continued)

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2 INTRODUCTION


4 PHOTOGRAPHY







Use this version when for instances where technical or color

limitations prevent the use of the primary color version.


Use the white logo version when reproduction issues may

arise with the color logo.

Stacked Logo with Tagline

14


3.0 USING THE VISUAL IDENTITY 1 USING THIS MANUAL

2 INTRODUCTION


4 PHOTOGRAPHY



3.1 Logo Variations (Continued) Horizontal Logo with TaglineThe Stacked Logo with Tagline should be used

when the marketing material will benefit

from further messaging to support the brand

message. This version should replace the use

of the parent logo as brand rules indicate the

use of only one imprint of the logo per page.

The Horizontal Logo with Tagline is to be

used when vertical height is limited and

a horizontal scale is more acceptable.

1. Rahal_ParentTagline_CMYK_Horizontal

2. Rahal_ParentTagline_Black_Horizontal

3. Rahal_ParentTagline_White_Horizontal






Use this version when for instances where technical or color

limitations prevent the use of the primary color version.


Use the white logo version when reproduction issues may

arise with the color logo.

15



2 INTRODUCTION


4 PHOTOGRAPHY



The Tagline Only should be used when the

Parent Brand is present but the marketing

material will benefit from further messaging

to support the brand message. Three versions

of the Tagline Only are available to allow for

the best proportioned version to be included

in the space available.

The Tagline Only versions should be used with

the parent logo and is not intended to be used

with any of the Rahal Logos with Tagline.

1. Rahal_TaglineOnly_CMYK_1Line

Rahal_TaglineOnly_Black_1Line

Rahal_TaglineOnly_White_1Line

2. Rahal_TaglineOnly_CMYK_2Lines

Rahal_TaglineOnly_Black_2Lines

Rahal_TaglineOnly_White_2Lines

3. Rahal_TaglineOnly_CMYK_3Lines

Rahal_TaglineOnly_Black_3Lines

Rahal_TaglineOnly_White_3Lines


3.1 Logo Variations (Continued) Tagline Only

1. Tagline (One Line)

Use the 4-color CMYK tagline on one line whenever possible.

This logo is intended for use on a white background. The positive

black version is for instances where technical or color limitations

prevent the use of the CMYK version, and the white version

is to be used when reproduction issues may arise with the

positive logos. It is acceptable to display the white logo on other

background colors, as long as the legibility is not compromised.

(Section 3.5)

2. Tagline (Two Line)

The 4-color CMYK tagline on two lines is to be used when

horizontal space is limited. A black positive version and a white

reversed version are also acceptable to use, as long as the legibility

is not compromised. (Section 3.5)

3. Tagline (Three Line)

The 4-color CMYK tagline on three lines is to be used when more

of a graphic punch is needed. A black positive version and a white

reversed version is also acceptable to use, as long as the legibility

is not compromised. (Section 3.5)

16


Rahal has created a wide and

comprehensive variety of logo

formats. For best reproduction

results, it is important that the

appropriate file format be utilized.

Note: JPG, TIFF and PNG logo

versions will lose resolution if the

logo is increased in size. To maintain

a resolution quality of 300 dpi for

print production purposes, it is

recommended that the EPS version

be used.

EPS (Vector Files): EPS format allows high-quality

print reproduction. EPS files can be scaled to any size

without sacrificing image quality. You may use these files

in page layout and graphics programs for print projects.

Additionally, EPS format files may also be used to create

files in any of the other image formats at exactly the sizes

required.

TIFF: TIFFs can be used when a variable size is not

necessary for print. TIFFs have been provided with a

transparent background, and should never be scaled

larger. TIFF files have been provided at 11” width at

300 dpi in CMYK color format. This format is ideal for

printing, to be used by designers and printers.

JPG: JPGs are a non-editable bitmap file which lose

quality as they increase in size. A lower quality version

is provided set to 50% of the size of the TIFFs at 300

dpi in RGB color mode. JPGs do not have a transparent

background. This format is ideal for daily use, such as

presentation materials, reports, business forms, etc. It is

ideal for all types of users.


PNG: PNGs have been provided with a transparent

background and should never be scaled larger. PNG files

have been provided at 11” width at 72 dpi in RGB color

format. This format is ideal for web or email applications

and for all types of users.

3.2 File Formats

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3.3 Naming Convention

17

RAHAL-MegaSession_CMYK_Reversed.jpg

Identifier ColorBrand Background Format

CMYK

RGB

Greyscale

Black

Solid White

ParentLogo

FUE

MegaSession

Parent Tagline

Tagline Only

Icon Only

Reversed

Stacked

Horizontal

1 Line

2 Line

3 Line

.EPS

.JPG

.TIF

.PNG



2 INTRODUCTION


4 PHOTOGRAPHY



PMS 8383 C34 M36 Y66 K5 R167 G148 B103 A79467

Process Black C0 M0 Y0 K100 R44 G42 B41 2C2A29

Pantone® Process color Red/Green/Blue Hexadecimal(PMS) (CMYK) (RGB) (HEX)

Colors are integral to the visual

identity, and consistency is essential.

To ensure the consistency of our

visual identity, specifications

for each color are provided for

use in print, web, and electronic

presentation applications. Please

note that screen and laser-printer

color is not necessarily an accurate

representation of actual colors due

to variances in monitor and printer

calibrations.

• Pantone Matching System (PMS)

colors and CMYK values are

provided for print applications.

• Web safe hexadecimal (HEX) values

are provided for web use.

• RGB values are provided

for electronic presentation

applications.

3.4 Color Palettes

PMS 7468 C90 M18 Y7 K29 R0 G115 B152 007398

PMS 5425 C45 M16 Y29 K24 R122 G153 B172 7A99AC

Pantone® Process color Red/Green/Blue Hexadecimal(PMS) (CMYK) (RGB) (HEX)

PMS 5615 C52 M16 Y52 K54 R94 G116 B97 5E7461

PMS 414 C13 M8 Y17 K26 R168 G169 B158 A8A99E

PMS 417 C33 M23 Y35 K63 R101 G102 B92 65665C

PMS 7562 C8 M29 Y66 K19 R189 G155 B96 BD9B60

18

PMS 4715 C17 M59 Y60 K45 R149 G108 B88 956C58

Primary

Secondary



2 INTRODUCTION


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3.5 Logo Placement

19

Shown below are the only approved background color tints.

%

%

%30

85

85

25

90

90

20

100

100

15

Color Backgrounds

Here are examples of the correct way to place the

Rahal logo on a variety of background colors. It’s

important to have adequate contrast between the

mark and the background for optimal visibility.

The logo should only be placed on backgrounds that

maintain the adequate contrast, and an area that

supports the minimum clear-space requirements

(Section 3.6).

Use of the positive colored logo on pictures and

textures is acceptable as long as the color density of

the background color is no greater than 30%. Use

of the reversed color logo on pictures and textures

is acceptable as long as the color density of the

background color is no less than 80%.

%808590100

%30252015

80

80

%8590100 80

Picture Backgrounds

Below is an example of the correct way to

place the Rahal logo on a picture background.

When using the logo on an image background,

ensure it is placed on a part of the image that

is free from clutter and supports the minimum

clear-space requirements (Section 3.6).

DO NOT place

the logo on any

subject in the photo

or where the logo

may lose visibility.

8590100 80 %



2 INTRODUCTION


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3.6 Clear-Space Requirements

x

x

x

x

x x

Recommended Clear-Space

Always surround the Rahal logo and all its variations with

the amount of clear-space shown to ensure that the logo

is easily identifiable as well as visible and legible wherever

it appears. Clear-space is the minimum “breathing room”

maintained around the logo.

The clear-space around the logo is equal to the cap height

of the word “RAHAL”. Do not position any text, graphic

elements, or other visual marks inside the recommended

clear space.

20



2 INTRODUCTION


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Parent Logo

To ensure legibility of the Rahal logo, minimum sizing has been established. Minimum size refers to the

smallest allowable print or display area. Always maintain the lock-up’s aspect ratio when scaling.

Minimum size of 0.2" height.

FUETM Logo


Mega SessionTM Logo


Stacked Logo with Tagline


Horizontal Logo with Tagline


21

3.7 Minimum Size Requirements



2 INTRODUCTION


4 PHOTOGRAPHY



Consistent application of the Rahal

logo is essential to building and

maintaining brand recognition.

The logo should never be altered

or redrawn in any way and only

approved digital artwork should

be used for reproduction purposes.

While not an exhaustive list, these

examples illustrate some incorrect

uses and deviations to avoid.

DO NOT change the color of any elements in the logo.

DO NOT move the placement of the icon.

DO NOT change the logo’s aspect ratio.

DO NOT completely remove the icon.

DO NOT apply a stroke around the logo.

DO NOT add drop shadows or other effects to the logo.

DO NOT add a top-level domain (.TLD) to the end of the logo.

DO NOT use any color other than white when knocking out of a solid color background.

DO NOT rotate the logo.

DO NOT use the logo in a holding box or other shape.

DO NOT change the proportion of any one element.

.TLD

22

DO NOT use the logo at a percentage of the color.

3.8 Unacceptable Alterations



23

3.9 Typefaces

Primary Typeface

Contained within the Rahal logo, Rotis Serif 55 Roman is used to typeset the word “Rahal”. The varying weights of Rotis

Serif can be used for bold short headlines, or in sentence case, for longer, friendly headers. It is for display and advertising

purposes and not for extended amounts of text/body copy.

Rotis Serif - AbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz

Default Typeface

The Arial typeface may be used for internally produced documents, forms, reports and web-based initiatives due to it’s

widespread availability. Variations such as italics and bold are acceptable for adding selective graphic punch to the document.

Arial - AbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz

The Rahal fonts have been selected

to provide clarity and legibility,

distinctiveness, and also to reflect

the tones and emotions associated

with its story.

The typography within the Rahal

logo and wordmark is a customized

solution and should never be altered,

replicated or rebuilt.

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Secondary Typeface

The varying weights of Lato can be used for all short headlines and is ideal for extended amounts of text/body copy.

Lato Light - AbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz

Lato Regular - AbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuWwXxYyZz

Lato Bold - AbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuWwXxYyZz

RAHAL BRAND STANDARDS MANUAL | VERSION 1.0 24


3.10 Brand Character

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The Rahal identity has been strategically designed to

showcase a brand character that is bold, masculine, and

high-end, with hints of refinement and trendiness.

Small hits of color

Small hits of color can be best introduced to designs

through integration in call-to-action buttons, select

primary titles, colored illustrations, and infographics.

Faded touches/textures as a background

When large areas of color backgrounds are included in

design, texture can be overlaid to breakup the solidity

of a full wash of color. An example of this is similar to the

brushed metal pattern used on the kit folder cover.

Muted color palettes

When color is integrated it should build off the corporate

color palette and utilize muted tones. Primary colors

should be avoided. Exceptions may be made where high

contrast or attention is absolutely required, such as call-

to-action buttons.

Open and airy layouts

Ample negative space should remain in all design

solutions created.

Clean simple lines/shapes

Designs should be built to a grid as much as possible.

Best practices would recommend that a rule of

thirds be used, for example using a one or three

column structures. Small touches

of illustrations, infographics, or

photography can be paired with

content, but in a way that cleanly

places them in the grid above, below

or beside the content.

Limited amounts of text on imagery

When incorporating content onto

imagery, it should be placed away from

the subject on an area of the image

that is free from clutter. Messaging

should be limited to singular

statements with an optional call to

action.

Graham wanted a permanent solution that looked natural.

Read Graham’s Story

4.0

PHOTOGRAPHY


4.0 PHOTOGRAPHY

26

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4.1 Photography Overview

When planning for photography, primary objectives include:

• Reflect authenticity and quality;

• Engage the viewer;

• Deliver impact;

• Tell a story;

• Capture a moment in time;

• Include relatable subjects

to the demographics;

• Feature the hairline and facial

framing prominently; and

• Highlight the positive end results

of the hair transplantation

procedure.

Subject Matter

• Experiential

• Optimistic and warm

• Real life (not posed or staged)

• Singular subject matter per image

The Rahal brand is dependent on good quality images that help distinguish the brand, tell its story, and ultimately draw more interest.

Style

• Bright tonal range

• Clear/sharp focus on subject matter

• Natural lighting (no extensive

photo-retouching)

• Clean, simple areas of negative

space

• Subtle depth of field with soft blends

of backgrounds

Scale• Foreground: Clearly focused on one

subject matter involved in a daily

activity, moderate smiles and looking

at camera is acceptable

• Middle: Clearly focused on mid-

range view of an experience in action

• Background: Serves as a backdrop

for the environment in which

experience occurs and should ideally

be without high contrast elements

or harsh lighting


Special notes

• Along with shots of subject in

various poses, include a few of

same perspective background

shot without the subject in

frame. The selected shot may

require post-production for

the foreground elements

to be separated from the

background (used in responsive

website usage). Having just the

background will help immensely.

• Shots should be shot wide; width

is necessary for the background

imagery. No tight cropping, crops

can be done in post-production.

4.0 PHOTOGRAPHY1 USING THIS MANUAL

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4.1 Photography Overview (continued)

27

Specifications• Subject should be captured in a

torso/headshot crop ratio

• Ample negative space should

be included on either side and

above the subject to allow

for typography to be integrated

on top in production

• Preferred low or equal height

shooting to the subject; avoid

overhead shooting down

Sites/Activities• Natural outdoor environments

with simple blurred background

• Light activities such as

walking, hiking, at the gym,

playing catch, swimming, etc.

• Casual environments such

as in the office, drinking coffee,

looking at device, etc.

• General set-ups where the

subject is focal and the background

is secondary such as parks, trees,

window, buildings, beach, etc.

Models• Ideal number of custom shoots

is 3 to 5

• Male models with the option of

one female model

• Age diversity with the ideal

age range being 25-40

• Ethnic diversity with a strong

presence of caucasian and

mixed race

• Hair style should have had

enough growth to clearly see the

positive result; avoid short buzzcut


4.0 PHOTOGRAPHY

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4.2 Support Photography

Marketing Before & After

• When presenting Before & After

photos for marketing purposes, a

clinical photo of the before should be

paired with a larger lifestyle feature

photo.

• Interaction of text overlaid on the

active lifestyle photo in combination

with the placement of clinical

Before & After examples and CTA

statement are positive use of the

visual brand.

• Photographs should be large enough

to support the elements contained

within them, both in terms of

visibility and legibility.

Graham wanted a permanent solution that looked natural.

Read Graham’s Story

BEFORE



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4.2 Support Photography (continued)

Clinical Before & After

• When presenting Before & After

photography for clinical evaluation

purposes, match the angles of the

subject as well as the reference

points such as ears, eyebrows, and

temples.

• The face may be cropped out or

obscured, depending on the patient’s

level of consent. The photos should

still be clinically illustrative of the

patient’s results.

• If the patient’s face is obscured,

use a mosaic filter to preserve their

silhouette, shape, and personality

while still hiding identifying features.

Don’t use solids to obscure.

• Cropping should allow sufficient

headroom around the subject to

illustrate the hairline and reference

points while still allowing the face to

be neatly hidden.

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4.2 Support Photography (continued)

30

In-Clinic and Procedures

• When capturing photography

within the clinic, the composition

should engage the viewer and tell

a story about the interaction that

is occurring. Photography should

be optimistic and warm, with bright

tonal range and sharp clear focus

on one focal point.

• When capturing procedure

photography, the composition

should avoid overly graphic scenes.

Focus should be placed on the

people in the procedures (doctors,

technicians, patient) as opposed to

the actual hair restoration.

5.0

EDITORIAL GUIDELINES


5.0 EDITORIAL GUIDELINES

32

5.1 Introduction

The Rahal editorial style guide is designed to ensure

that written communications are expressed consistently

and effectively, regardless of media. This allows us

to more cohesively communicate with a single voice

to our audience, whether we’re responding to email,

posting articles to the web, distributing printed material

to patients or other businesses, and anything else in

between.

The goals of the editorial style guide are:

• To ensure that all Rahal publications convey the

proper professionalism expected from Rahal;

• To ensure consistency in all Rahal publications, both

within a single publication and multiple publications,

and regardless of whether there is one author or

multiple authors of a publication;

• To provide editorial standards to review publications

submitted by authors to editors for editing; and

• To increase efficiency by providing a framework

for stylistic consistency across all publications by

eliminating the need to address stylistic issues for

every publication.

Guides of record

The editorial style guide is derived from the Chicago

Manual of Style, 16th ed. Without exception, where the

Rahal editorial guide covers a specific rule, the Rahal

guide supersedes Chicago. Where no rule is listed,

consult Chicago.

The editorial style guide requires Webster’s Third New

International Dictionary as the final authority on spelling,

to be supplemented with Merriam-Webster’s Collegiate

Dictionary. Where Third International and Collegiate are in

disagreement, Collegiate (as the most current dictionary

of the two) is to take precedence.

Reading ease scores

In keeping with the spirit of our editorial voice, we need

to remember to keep our pieces legible for people for

whom English isn’t a first language, people with reading

difficulties, and other accesibility issues.

For that reason, all corporate and marketing

communications material must have a Flesch-Kincaid

Grade Level no higher than 10 or a Flesh Reading Ease

score no lower than 55.

This editorial style guide is designed

to help Rahal maintain consistency

and professionalism in all of our

communications.

Maintaining consistency across

communications is fundamental

to creating a sense of Rahal’s

corporate identity in the minds of

our stakeholders.

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5.2 Editorial Voice

Rahal’s editorial voice is the voice that the company

uses to speak to its stakeholders. The editorial voice is

reflected in the tone and style of both verbal and written

communications. The attributes of the Rahal editorial

voice are:

Confident Assured, composed

Professional Clear, concise, accurate

Reciprocal Friendly, respectful

Bringing our voice to life

• Our voice is personal. “Your procedure” is much

more personal than “the procedure”, and helps build

familiarity between our patients and us.

• Our voice is positive. Positive language helps people

feel security and trust. “You can go swimming after

two weeks” says the same thing as “you can’t swim for

two weeks,” but its much more positive for people to

hear.

• Our voice is professional. It’s important to make our

patients and employees feel secure and confident

in our abilities. It lets them know their needs will be

taken care of.

• Our voice is open. Rahal isn’t just in the business of

hair transplants, we’re in the business of integrity.

Informing and educating people who come to us is our

top priority.

• Our voice is clear. New information can be difficult

for people to process. By reinforcing a message (not

repeating it), we give our stakeholders clarity and

understanding.

• Our voice is respectful. All of our stakeholders, from

patients to employees, deserve our respect. Anybody

who comes away from an interaction with Rahal

should feel better because of it.

Our goal is to speak in a clear,

personal voice. Building rapport

with patients, clients, and other

customers is more than just

consistent grammar, punctuation,

and spelling. Those lead to a

professional, organized appearance.

Positive, personalized language will

lead not only to the appearance

of professionalism, but to genuine

trust. Speak to stakeholders not

only with consistency and clarity,

but conversationally as well. This

helps us be more than a company to

our patients, it helps us be a trusted

friend.


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5.3 Common Grammar, Syntax, and Usage

Preferred spellingThe English language comes in

multiple varieties and dialects, none

of them strictly codified. Rahal’s

editorial standards require the

use of general American spelling

(as opposed to Canadian, British,

Australian, etc.) at all times. This

page includes some examples of

correct and incorrect English spelling

variants.

See Section 6.1 for dictionaries

dealing with matters of spelling.

Correct spelling

Hair color

Hair caliber

Operating theater

Local anesthesia

We honor our Growth Guarantee™

We’ll treat 120 square centimeters

Mix 60 milliliters of baby shampoo. . .

Side effects may include: Diarrhea. . .

Dr. Rahal would like to see more photos. . .

Incorrect spelling

Hair colour

Hair calibre

Operating theatre

Local anaesthesia

We honour our Growth Guarantee™

We’ll treat 120 square centimetres

Mix 60 millilitres of baby shampoo. . .

Side effects may include: Diarrhoea. . .

Dr Rahal would like to see more photos. . .

Grammar consists of the rules

governing how words are put

together to form sentences. Syntax

consists of the rules describing how

that sentence is formed. Usage is

how people use words and language

in day-to-day speech.

English is a constantly evolving

language with no governing rules

for grammar, syntax, or usage. Only

consistent, judicious use of these

guidelines can help create social

rules that help our stakeholders

understand us clearly.

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Active and passive voice

The voice is an important method of communication and

selecting the correct voice to use is occasionally difficult.

The active voice is defined by the subject of the sentence

acting on the object of the sentence, and the passive

voice is defined by the subject of the sentence being

acted on by the object of the sentence.

Active voice: Dr. Rahal restored our patient’s hair.

Passive voice: Our patient’s hair was restored by Dr.

Rahal.

When preparing manuscripts for marketing

communications purposes, follow-up emails, etc., use

the active voice. The active voice is easier for people

to read and understand. Many people have difficulty

understanding the passive voice, making directions

harder to follow.

On some occassions, the passive voice reads more

naturally than the active voice, and it’s not therefore

mandatory to completely avoid the passive voice

in written material. Sentences in the passive voice

shouldn’t exceed 10% of sentences in the document.

Exceptions to voice

The exception where the passive voice is preferred is

in scientific or medical contexts, where the objectivity

of the sentence is preferential. For example, “the grafts

were kept in a solution to allow them to hydrate,” is an

example of the passive voice. However, who left them

in the solution is unimportant to a scientific or medical

document, and the passive voice lends an objective tone

to such documents. In medical and clinical documents

only, the passive voice is preferred.

5.3 Common Grammar, Syntax, and Usage (continued)

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Word spacing

Words that follow periods and colons are to be preceded

by a single space, not a double space.

Contractions

Most writing benefits from the use of contractions. If

used thoughtfully, contractions in prose sound natural,

relaxed, and conversational, as well as making reading

more enjoyable. Failing to use contractions makes the

written word come across as stilted, authoritative, dry,

and emotionless.

There are certain instances where contractions

should be avoided. For example, if you want to put

emphasis on a certain thought, do not will likely carry

more weight to the reader than don’t. Similarly, less

common contractions light ought not—oughtn’t or I would

have—I’d’ve look and sound awkward, and should also be

avoided.

Conjunctions beginning a sentence

Top-tier writing is filled with sentences beginning with

conjunctions (such as and, but, not, or, nor, so, yet, or

however). If used intelligently and sparingly, beginning a

sentence with a conjunction can improve readability and

help important information stand out from surrounding

sentences.

When beginning a sentence with a conjunction, never

follow the conjunction with a comma unless a separate

clause immediately follows it.

Correct: You should not go swimming for four weeks after

your hair transplant. Nor should you leave any styling

products or other chemicals in your hair.

Correct: You should avoid swimming for four weeks

after your hair transplant. And, if you do go swimming

after that, remember to wash the chlorine, open water

bacteria, and any other chemicals in your hair out nightly.

Incorrect: You should avoid dusty areas for several weeks

after your hair transplant. But, you can cover your hair

with a loose hat or bandana if you absolutely can’t.

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Prepositions ending a sentence

Similar to beginning a sentence with a conjunction,

it’s acceptable to end a sentence with a preposition.

For example, “What did you step on?” ends on the

preposition on, but the alternative—”On what did you

step?”—sounds unwieldy and pedantic.

Prepositions should be chosen based on whether or not

they’re necessary for the sentence, and this is true no

matter where in the sentence they appear: “My work fell

off of the desk” does not require the preposition of, it is

still grammatically correct and uses fewer words when

the sentence is written “My work fell off the desk.”

Last, phrasal verbs, or verbs which are composed of

multiple words and end in adverbs or prepositions, are

always acceptable to end a sentence on.

Example: My hair’s started to fall out.

Out is the preposition in the phrasal verb fall out.

Split infinitives

An infinitive verb is a verb that in its principal form may

be preceded by to. Infinitives are versatile verbs that

people use naturally in daily speech.

Split infinitives are perfectly acceptable and in many

cases are more desirable than the alternative.

With split infinitive: We expected to more than double the

patient’s actual grafts.

Without split infinitive: We expect the patient’s actual

grafts to double or more.

Both are grammatically acceptable, but the former is

much smoother and more conversational than the latter.

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Serial or Oxford comma

Commas separate items in a series. When joined by a

conjunction, the last two items in the series of three or

more should be followed be a comma (the serial comma

or Oxford comma) to prevent ambiguity. When a series

of items contains a natural group joined by a conjunction

such as and or or, the comma is omitted for that element.

Correct comma use: I invited the technicians, Dr. Rahal,

and Tara to see the patient’s results.

Incorrect comma use: I invited the technicians, Dr. Rahal

and Tara to see the patient’s results.

The above examples demonstrate the disambiguation

from using the serial comma. It’s clear that {the

technicians} are not {Dr. Rahal} and {Tara}, but separate

people. In the incorrect usage example, it implies that

our head surgeon and operations manager are actually

technicians.

Correct comma use: Our patient ate toast, eggs, and

peanut butter and jam for breakfast at the guest house

before his procedure.

Where {toast}, {eggs}, and {peanut butter and jam} are

each their own entity, peanut butter and jam does not

need a comma after the conjunction and that joins them;

note however that the serial comma still precedes the

conjunction and before {peanut butter and jam}.

Exception: When writing names that contain an

ampersand, such as company names, omit the serial

comma before the ampersand.

Correct comma use with ampersand: Smith, Jones & Brown

is an accounting firm in Toronto.

5.4 Punctuation and Typographic Marks

38

Punctuation structures the sentence

and guides the reader through

it. Using consistent and clear

punctuation is important.

The omission of a single comma can

lead to confusion, or an improperly

used ellipsis can make it look like

text was cut out or hidden from the

reader.

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Ampersands

Ampersands (the & symbol) should only be used in the

most informal of settings, with few exceptions.

Ampersands should be used:

• When they are a part of a proper noun, such as a

company name like Marks & Spencer;

• When abbreviating such a noun down to an initialism

as the initial for the conjunction and, such as AT&T

(not ATAT or ATT);

• When abbreviating a common phrase, such as R&D for

research and development; and

• When expressing a natural grouping where

conjunctions already exist, as in the case “This show

was produced by John Smith and Tom Brown & Harry

Jones,” where {Brown and Jones} are a partnership

working in collaboration with {Smith}.

When using ampersands in abbreviations and initialisms

such as AT&T and R&D above, omit spaces to either side

of the ampersand.

Hyphens, dashes, and the minus sign

Hyphens and dashes are different, and should be treated

differently. Without exception, formally published

work must adhere to the guidelines described here.

Exceptions exist only for more informal conversations,

such as email, where single hyphens may be used in lieu

of dashes.

The three types of hyphens and dashes are:

• The hyphen-minus (-)

• The en dash (–)

• The em dash (—)

The hypen-minus

For modern purposes, the hyphen and minus sign may be

combined into the familiar hyphen-minus (-) familiar to

computer keyboard users.

Hyphens are used to denote compound words, where

they may aid readability and understanding.

Correct use of hyphen: Large-print paper

No hyphen creates ambiguity: Large print paper

5.4 Punctuation and Typographic Marks (continued)

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In the former example, its clear that the {paper} carries

{large print} text. In the latter example, it may be that

{print paper} for a printer is physically {large}, such as

being longer and wider than Letter size.

The minus sign, while neither a dash nor a hyphen, is the

easiest and most familiar to deal with. The minus sign is

used to indicate a mathematical formula, as in the case 5

- 3 = 2, or as a unary operator, such as in the case of -12

(negative twelve).

When using the minus sign as a formula operator,

separate it from surrounding digits with spaces. When

using it as a unary operator, the minus sign should have

no space between itself and the digit it’s modifying.

The hyphen-minus may also be used to separate digits

in a phone number. In this case, no space should be

inserted between the digits and the hyphen-minus.

The en dash

The en dash is a dash used to indicate range between

numbers. It should be used to indicate ranges in numbers

or as a typographic mark for the word to.

The en dash should not be used where the range pair it’s

indicating is preceded by the word from or between.

In all cases of use, the en dash should not be surrounded

by spaces.

To indicate range: I read pages 10–20 last night.

As a typographic mark for the word to: I rode the Ottawa–

Toronto train.

But not: I read from pages 10–20 last night. (The correct

usage is “I read from page 10 to page 20 last night” or “I

read from pages 10 to 20 last night.”)

Nor: “I rode the train from Ottawa–Toronto.”

The en dash can be created on the keyboard by holding

the ALT key (on PCs) or the Option key (on Macs) and

pressing 0150 in the number pad.

The em dash

The em dash is a dash used to indicate a divergence in

thought or clause, similar to a parenthesis.

The em dash differs from the parenthesis in that

parenthetical statements should be used to denote

statements that are divergent and optional, while the em

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dash is used to denote statements that are divergent and

germane to the text.

Correct em dash use: The em dash is used to create

breaks in text—such as this—that help further illustrate

the thought of a sentence without being required by the

sentence.

Incorrect em dash use: The em dash should not be used to

indicate parenthetical breaks in text—I personally hate

that—as used in this sentence.

The em dash should never be used to indicate an

omission of text; use ellipsis (three spaced periods) to

indicate such omissions.

The em dash should never have spaces between it and

surrounding characters.

The em dash can be created on the keyboard by holding

the ALT key (on PCs) or the Option key (on Macs) and

pressing 0151 in the number pad.

Parentheses

Parentheses are used to indicate breaks in thought

that diverge from the main point. Parenthetical

statements may add information to a sentence, but the

general rule for using parentheses is that parenthetical

information is wholly optional to understanding the

sentence. For breaks in thought where the information

complements the sentence or is needed to have a clearer

understanding of the sentence, use an em dash instead.

Parentheses should never include exterior punctuation,

unless a whole sentence is contained within the

parentheses. Only punctuation that forms a part

of a parenthetical statement should be inside the

parentheses.

Correct parenthesis use: Parenthetical statements should

be used correctly (or not at all).

Incorrect parenthesis use: Parenthetical statements should

be used correctly (or not at all.)

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Ellipses

The ellipsis is three spaced periods (. . .). It is used to

indicate that text has been omitted from a passage, such

as from a quotation or a citation. The ellipsis should

be spaced between periods, and the characters which

precede and follow an ellipsis should be set off with

spaces.

Ellipses should never be used to significantly alter the

character of a statement or citation.

Example: The em dash should not be used to indicate

omitted text; that’s the purpose of an ellipsis (. . .), and an

em dash used in that manner is considered confusing, as

it doesn’t clearly illustrate that text has been omitted.

Correct ellipsis use: The em dash should not be used to

indicate omitted text . . . as it doesn’t clearly illustrate

that text has been omitted.

Incorrect ellipsis use: The purpose of an ellipsis . . . is

considered confusing, as it doesn’t clearly illustrate that

text has been omitted.

Quotation marks

Direct quotes should always be enclosed in a double

quotation mark. If a quote contains another quote, put

the inside quote in single quotation marks.

Example: “My wife told me, ‘you look fine without hair,’

but I didn’t believe her.”

Where a sentence leads into a quote, the opening

quotation mark should be set off by a comma. A quote

should contain the final punctuation of a sentence or

paragraph. Where the sentence doesn’t end after the

quote, use a comma inside the quote.

Example: I was starting to lose my hair, so I asked “why

not?”

Example: “My coworkers couldn’t believe the difference,”

John said.

Example: John said, “My coworkers couldn’t believe the

difference.”

Whenever possible, use “smart” or typographer’s quotes.

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5.5 Numbers, Figures, and Dates

Numbers pose a special case to Rahal in that they

can be divided into three categories: General usage,

corporate communications, and clinical communications.

General number usage is the day-to-day activities that

require everyday use of numbers. Marketing and clinical

communications are specific instances to these rules.

For example, dates and numbers may be presented

differently on marketing communications pieces where

good presentation is necessary for marketing purposes,

and tight data control and clarity is necessary for

communicating medical instructions to patients, such as

in aftercare instructions. Where such cases exist, they

will be noted.

Separators

When using digits to indicate a number three digits in

length or more (ie: 1,000 or over), use a comma as a

separator every third digit. Do not use a space.

Correct separator use: 1,000

Incorrect separator use: 1000

Seperators should not be used for years, dates, page

numbers, file numbers, or line numbers.

Digits vs. spelling numbers

Marketing communications

Numbers zero through nine should always be spelled

out, unless other, larger numbers appear in the same

paragraph; in that case favor consistency.

Correct: This patient only needed nine grafts to hide a

small scar in their eyebrow!

Correct: This patient received 2,300 grafts to restore

their hairline!

Correct: This patient received 2,300 grafts to restore

their hairline and 9 grafts to hide a small scar in their

eyebrow!

Incorrect: This patient received 2,300 grafts to restore

their hairline and nine grafts to hide a small scar!

Clinical communications

To avoid ambiguity and ensure patient understanding,

digits should always be used.

Correct: Take 2 pills daily for 5 days.

Incorrect: Take two pills daily for five days.

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Numbers, figures, and dates aren’t

there to force people to think;

rather, they’re there to help the

reader readily digest big pieces of

information as easy as possible.

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5.5 Numbers, Figures, and Dates (continued)

Decimals

Decimals should always be represented with a period

where appropriate. Do not use a comma (French-

Canadian- and European-style) to indicate a decimal

point.

Ordinal numbers

When using ordinal numbers, the guidelines set out in

Digits vs. spelling numbers applies.

Correct ordinal: Your procedure is on the first of June.

Correct ordinal: We’ve just placed your 1,000th graft!

When expressing ordinal numbers with digits, always

use the r or n before the d.

Correct ordinal: That’s our 22nd patient this month.

Incorrect ordinal: That’s our 22d patient this month.

When expressing ordinal numbers with digits, do not

superscript the letters of the ordinal.

Correct ordinal: That’s our 22nd patient this month.

Incorrect ordinal: That’s our 22nd patient this month.

Percentages

In all cases, percentages should use digits, and be followed by

the percentage sign. Percentages should never be spelled out.

Correct percentage: Our transection rate is the lowest in the

industry—just 1%!

Incorrect percentage: Our transection rate is the lowest in the

industry—just one percent!

Monetary units

Always use digits to represent currency, and use separators

and decimal points as outlined above.

When communicating with a person using their local currency,

always use the symbol local to them without further indication

as to currency type.

When communicating with a person in ways that involve

currency conversion, use the ISO currency codes as a suffix

if the currencies share the same symbol (for example, the US

and Canadian dollar).

Example: Dr. Rahal’s patients invest about $10,000 CAD in the

procedure; that’s around $8,500 USD.

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Dates


Spell out months in their entirety. Use digits for days and

years. When writing the year, always write the year with

four digits. If including the name of the day, spell it out.

Correct marketing date: Your procedure is scheduled for

Thursday, February 5th, 2015.

Incorrect marketing date: Your procedure is scheduled for

Thu, Feb 5, 2015.


To avoid ambiguity and ensure patient understanding,

digits should always be used. The format for clinical use,

as well as any other filing should be DD-Mmm-YYYY.

Two digits for the day (including a leading zero for single-

digit days), three letters for the month, and four digits

for the year, separated by hyphens.

Correct clinical date: The patient came in 05-Feb-2015.

Incorrect clinical date: The patient came in 5-Feb-2015.

Roman numerals

Arabic numerals are required in all circumstances except

for personal names. To reduce clutter and make sure

personal names clearly stand out from surrounding

information, use Roman numerals to indicate personal

names with ordinal numbers.

Correct use: John Smith III came to us after his father,

John Smith II, had a great result.

Incorrect use: John Smith the Third came to use after his

father, John Smith the Second, had a great result.

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5.5 Numbers, Figures, and Dates (continued)

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5.6 Type and Styling

Italicized, bolded, or underlined text must be used

carefully, and styling for certain brand elements such

as Internet URLs and phone numbers must be set and

styled consistently.

Italic text

Italic text should be used when certain passages should

be emphasized. Italic text will preferably not take up

entire sentences. It should instead be used to draw

careful emphasis to key words, as if when the words

were read out loud the speaker was putting particular

stress on those words.

When words that would normally be italicized are

already part of a passage that uses italics, use regular

text instead.

Bold text

Bold text should be used when the reader’s attention

needs to be drawn, passages require more emphasis

than italic text will provide, or for minor subheaders.

Like italics, bold text should be treated as if it were read

aloud. Bolding can be treated like stressing a point rather

than a word. Bold text can be used to heavily emphasize

key points to help text skimming.

Underlined text

Underlined text should be avoided. Use italic or bold text

instead, as the case calls for.

An exceptions for underlined text exists where a passage

of italicized text may be too small to read. In that case,

underline the text to emphasize it while preserving

legibility.

Exceptions also exist for webpages and URLs, where

links should be styled with an underline.

Domain name

When typing the domain name, leave out the www.

element, and capitalize each word: RahalHairline.com

Email addresses

When typing email addresses, set the email address

entirely in lowercase: [email protected]

46

Styling text can help legibility

and understanding by clearly

emphasizing key words, points, and

ideas, much like we put emphasis

on words, syllables, and sentences

when speaking.

Over-styling text, such as excessive

use of bold or italic text, can be

confusing and jarring to read.

When deciding how to style type,

trying reading it aloud to yourself.

Treat italic text like an emphasized

word and bold text like words

spoken to command attention.

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5.6 Type and Styling (continued)

Email signatures

Email signatures should be consistent across the board.

Use Arial for email signatures (see Section 3.9).

Matthew Lemieux, Communications ManagerRahal—Restoring more than just hair™613.739.3044 ext. 229 | [email protected]

Telephone numbers


When typing telephone numbers, separate each element

with periods: 613.739.3044, 1.877.551.2171


When typing patient telephone numbers, especially

in files, separate each element with hyphens. Include

the country code with a plus if dialing outside North

America: 613-555-5555, +61-02-6277-7111

Geographic names

When addresses are part of a paragraph of running text

they should always be written out in full: Rahal is located

in Ottawa, Ontario.

When standing alone, such as in contact sections or on

address labels, addresses should always use the local

postal abbreviation format:

Rahal

2081 Merivale Rd.

Suite 1300

Ottawa, ON

K2G 1G9

Street suffixes should always be abbreviated and

capitalized when they are part of a street name: “You can

find our clinic by driving down Merivale Rd.”

When these words appear on their own without an

accompanying street name, they should be spelled out in

full: “You can find our clinic by driving farther down the

road.”

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6.0

BRAND APPLICATIONS