3. What began in 2001 as a group of scientists uniting to create a new solution for aging seCtIOn 1 – IntrOduCtIOn and
and sun-damaged skin, has quickly evolved into the industry standard for laser-based,
BaCkGrOund
non-surgical skin resurfacing treatments.
1.1 Letter from Director of
The rapid adoption of Reliant’s true fractional lasering technology is no surprise and the
Consumer Marketing
success of our Fraxel® product line is certainly no accident. Rather, it is the culmination of
steady, methodical advancement based on sound ideals and a well-defined product plan
for sustained growth.
As Fraxel product offerings continue to grow and develop, managing the value of the
Fraxel brand becomes more and more important. Just as the Fraxel product line is fueled
and directed by a deliberate plan, this document serves as the plan for managing and
building the Fraxel brand. Built on a solid brand foundation this document outlines the
tools at our disposal to help all communications maintain consistency as we continue our
rapid growth.
The Fraxel brand standards and usage guide serves as the definitive brand identification
system for the Fraxel product line guiding the development and presentation of
messaging to each of our target groups. This system is the culmination of market
research and strategic choices, as well as extensive experience in the management and
activation of similar brands. These guidelines offer simple directions and guardrails to
keep the Fraxel brand identity on track, assuring unity, consistency and, we hope, a
resource to answer your questions and make your job a little easier.
Jim Venable
Director of Consumer Marketing
1.1
4. This manual is intended to guide team resources responsible for implementing brand seCtIOn 1 – IntrOduCtIOn and
messaging and visual communications for the Fraxel® brand. The principles set forth are
BaCkGrOund
meant to channel and enable – rather than inhibit – creativity. As such, they should always
be implemented with sound judgment based on established design principles with an eye on
1.2 Purpose and use
elevating message and enhancing consistency across all communications.
The standards outlined within this document are to be followed by every individual
responsible for the design and application of printed and web applications for the Fraxel
brand.
1.2
5. About Reliant Technologies
In 2001, a group of prominent laser scientists, leading clinicians, and business executives seCtIOn 1 – IntrOduCtIOn and
came together with a shared vision. They vowed to bring a new intelligence and a fresh
approach to the problems of aging and sun-damaged skin. Their work would lead to
BaCkGrOund
the creation of a new science and clinical approach that would fulfill the promise of laser
1.3 History of Reliant and the creation of Fraxel Laser
medicine.
Technology
The Reliant team created a breakthrough in laser delivery by focusing on “true fractional”
laser treatments. In the hands of clinicians worldwide, the proprietary Fraxel technology
platform has changed the treatment paradigm, elevating results and making new, safer
treatment options available to patients around the globe.
With this revolutionary technology and growing product portfolio, the Fraxel® brand is
positioned for growth and prepared to meet the challenges of the future, by becoming
the new market leader in aesthetic laser medicine and surgery.
About Fraxel Laser Technology and the Fraxel Product Line
Think of pixels in a photo when you think of Fraxel® Laser Treatment (FLT). If you look at
a newsprint photo up close, you’ll see that the image is actually comprised of thousands
of tiny spots of ink. Similarly, Fraxel Laser Technology produces thousands of tiny
treatment zones on skin, but just as important are the areas of skin the Fraxel laser leaves
untouched. The Fraxel laser is so precise that it penetrates through the first layer of skin,
as if it were a window, and leaves it completely intact. For every microscopic treatment
zone the laser targets and treats intensively, it leaves the surrounding tissue unaffected
and intact.
This truly “fractional” treatment allows the skin to heal much faster than if the entire
area were treated at once, using the body’s natural healing process to create new,
healthy tissue to replace skin imperfections.
1.3
6. The Fraxel® product line – including Fraxel re:fine™, Fraxel re:store™, Fraxel re:pair® seCtIOn 1 – IntrOduCtIOn and
and Fraxel Skin Ecology System – comprises one of the family of products under the
BaCkGrOund
Reliant corporate umbrella.
1.4 Relationship between the Fraxel product
line and Reliant
Though a part of the larger corporate entity, the Fraxel brand is distinct in look, feel
and tonality. The relationship to the corporate brand – especially in consumer-facing
messaging – is rarely overt or direct, with the brand instead relying on its own
independent voice to communicate brand benefits.
1.4
7. As a basic building block for consistent communications, we have developed key seCtIOn 1 – IntrOduCtIOn and
message statements and phrases to provide a verbal snapshot of what the Fraxel®
BaCkGrOund
brand stands for. Key messages can be applied to boilerplate statements in press
releases or to introduce the company in a brochure or a lecture.
1.5 The Fraxel brand mission and corporate
statements
About the Fraxel Systems
The Fraxel® family of products, which includes the Fraxel re:pair®, Fraxel re:store™
and the Fraxel re:fine™ laser systems, has quickly become the industry standard
for fractional aesthetic skin treatment. Unlike traditional laser devices, Fraxel brand
laser systems treat microscopic volumes of skin with each unique pulse, leaving
the surrounding area intact for fast healing. Fraxel lasers have received multiple
FDA clearances and have been found safe and effective in treating many areas of
the face and body. The Fraxel Skin Ecology System is the only uniquely formulated
cosmeceutical line designed to enhance the experience of Fraxel treatment. The
versatility of the product line ensures that patients can choose the best treatment for
various stages of their lives as their skin care needs evolve.
About Reliant Technologies
Reliant Technologies develops clinical solutions to rejuvenate aging and
environmentally damaged skin. Reliant is dedicated to providing the most ergonomic
and effective products to the global aesthetic marketplace. The company pioneered
the development of fractional laser resurfacing that relies on novel high-speed
scanning systems and the Intelligent Optical Tracking® system to produce safe and
effective results with minimal recovery time. Reliant is based in Mountain View, CA.
For more information, visit www.fraxel.com.
1.5
8. In all verbal and written communication, the Fraxel® brand voice should sound like seCtIOn 1 – IntrOduCtIOn and
that of an expert – albeit an approachable expert – who explains technology and user
BaCkGrOund
benefits simply, in transparent and easy-to-follow language. The brand vocabulary
should be one of plain speak over technical, clear language as opposed to obtuse, short
1.6 Fraxel Brand Voice and Verbal Attributes
words instead of long.
Reliant has defined several key, elemental words that quickly and clearly define the Fraxel
brand and product line – the Fraxel Verbal Brand Attributes. These terms should be
communicated as often and as clearly as possible in the expression of the Fraxel brand
and its applications. Each piece of communication from press releases to collateral pieces
should be checked for alignment and incorporation (but not overuse) of these brand
attributes.
Brand Attributes:
Contemporary
Prestigious
Accessible
Luxury
Aspirational
Credible
Quality
Safe
Innovative
1.6
9. Every piece of brand communication should be targeted to specific audience groups to seCtIOn 1 – IntrOduCtIOn and
address their specific needs, questions or concerns. That said, often times consideration
BaCkGrOund
must be given to multiple audiences that will be exposed to any single communications
piece.
1.7 Audience groups
Core audiences for the Fraxel product line include:
Consumers and Consumer Influencers
Target Segments
Consumer Media
Physicians and Clinicians
Plastic Surgeons
Dermatology Professionals
Non-Core MDs (OB/Gyns, GP, etc.)
MedSpas
Internal
Employees
Board of Directors
Peer Community
Corporate Partners
Industry Media
Competitors
Recruits
1.7
11. seCtIOn 2 - lOGO, standards The Fraxel® Brand Logo is made up of the Fraxel The Fraxel logomark is based on the
2.1 Fraxel Brand Logo and Logotype logotype and logomark which together serve golden section, a mathematical formula of
as the visual cornerstone of our brand. proportion used by artists and architects
in the Renaissance that was thought
The Fraxel logotype is Contemporary, to be most aesthetically pleasing of all
Accessible, Credible, Quality and Innovative. proportions. The Fraxel logomark marries
the elegance of mathematical logic and
the freedom of organic growth to create
a spiraling abstraction that feels both
natural and precise. It alludes to both the
technology of the Fraxel product line and
the process of growth and regeneration the
brand uniquely enables.
2.1
12. seCtIOn 2 - lOGO, standards The Fraxel® Brand Logo consists of two graphic Clearance
2.2 Approved Fraxel Brand Logo Usage elements - the logotype and logomark – that Always ensure that the proper amount of
are never to be separated. The proportions of clearance space separates the Fraxel Brand
these two elements are also a constant not to Logo from any other graphic elements. (See
be altered. Only approved logo artwork is to clear-space matrix below.)
be used for any brand communications. For
access to approved logo artwork in a variety of
formats, contact brand@fraxel.com.
Burgundy (Coated) Burgundy (Uncoated)
Pantone PMS 7421c Pantone PMS 7421u
cmyk 0 100 30 60 cmyk 0 100 30 60
RGB 120 0 50
WEB #660033
x x
x
x
clear-space matrix
x
Minimum Print Size Minimum Online Size
1.00” 72 pixels
2.2
13. seCtIOn 2 - lOGO, standards Color Application
2.3 Approved Fraxel Brand Logo There are three color options for the Fraxel® When applying the Fraxel Brand Logo to
Color Usage Brand Logo a photographic or patterned background,
100% PMS 7421 (preferred) place it over areas of even color and detail
100% Black to ensure optimal legibility and to maintain
100% White reversed out of a black field. the balance (please refer to page 2.7 of this
(See illus. x, color options.) document for reference.)
The Brand Logo can also be embossed.
Registration
The registration “®” symbol must always
appear the same color as the logotype.
1-color signature
100% Black signature
Reversed White
signature
2.3
14. seCtIOn 2 - lOGO, standards As the Fraxel® family of products continues to Fraxel Consumer Product Lines include:
2.4 Product Line Logo Usage - Consumer grow, it will become even more important to Fraxel re:pairtreatment™
maintain a balance between product family Fraxel re:storetreatment™
branding – the Fraxel brand name – and the Fraxel re:finetreatment™
individual product identity for each products Fraxel Skin Ecology System
and service. Product distinction must coexist
within an overarching brand framework. Only Approved Fraxel Product Line Logo
approved artwork can be used. Applications
The Fraxel Product Line logos follow
the same design principles as the Fraxel
umbrella brand.
x x x x x x
x x x
x x x
x x x
Minimum Print Size Minimum Online Size
1.00” 1.00” 1.00” 72 pixels
2.4
15. seCtIOn 2 - lOGO, standards Color Application
2.4.1 Product Line Logo Usage - Consumer The Fraxel® Product Line Logos are made up of When applying the Fraxel Product Logos to
the Product Line Key Color Palette (page 4.2), a photographic or patterned background,
PMS 7421 and 100% and 60% Black. In order place it over areas of even color and detail
to maintain consistency, the preferred use of to ensure optimal legibility and to maintain
the Fraxel Brand Logo is the 4-color version on the balance (please refer to page 2.7 of this
a white background. document for reference.)
When printing, it is preferred that PMS 7421 Registration
be reproduced as a spot color. If the budget The registration “®” symbol will always
dictates, Product Line Logos can be printed in appear the same color as the logotype.
one-color black (with the word “treatment”
printing in 60% black), or reversed to 100%
white (with the words “re” and “pair” in
60% black). Product Line Logos may also be
embossed.
Corporate Base Color Palette
Burgundy Black 60% Blk
PMS 7421c CMYK 0 0 0 100 CMYK 0 0 0 60
CMYK 0 100 30 60 RGB 0 0 0 RGB 153 153 153
RGB 120 0 50 WEB #000000 WEB #999999
WEB #660033
4-color signature
2-color signature
100% Black and
60% Black signature
Reversed White and
60% Black signature
Product Line Key Color Palette
re:pair re:store re:fine
PMS 5275 PMS 5773 PMS 471
CMYK 60 47 00 30 CMYK 35 09 63 14 CMYK 00 59 100 18
RGB 85 98 147 RGB 152 173 112 RGB 206 112 25
WEB #556293 WEB #98AD70 WEB #CE7019
2.4.1
16. seCtIOn 2 - lOGO, standards Business To Business Application
2.5 Product Line Logo Color Usage - B2B Use B2B logo configurations when targeting When applying the Fraxel® Product
messaging to businesses audience groups, Logos on a photographic or patterned
i.e., Physicians and Clinicians. Product line background, place it over areas of even
descriptors underneath the Fraxel Logo have color and detail to ensure optimal legibility
been designed to relay only the product name. and to maintain the balance (please refer to
The treatment of the text and the color palette page 2.7 of this document for reference.)
remain the same and the overall appearance
takes on very direct feel. Registration
The registration “®” symbol will always
appear the same color as the logotype.
2.5
17. seCtIOn 2 - lOGO, standards The Fraxel® Brand Logo and the Fraxel Product dark background, the signature should be
2.6 Logo do’s and don’ts Line Logos have been designed for use in reproduced in white and 60% black Shown
a wide variety of mediums and for various on page 2.5.
collateral applications.
Do’s
If the background is light in color, the signature
should be used as recommended in two
colors. Whenever the signature appears on a
Acceptable color usage: 4 color product line logo on white and image color background.
Acceptable color usage: 2 color product line logo on white and image color background.
Acceptable color usage: Reversed white on PMS 7421 color background.
Acceptable color usage: 2 color product line logo on PMS 8001 or warm grey 4 color background.
Acceptable color usage: 2 color product line logo on PMS 7401 color background.
Acceptable color usage: Reversed white on an environmental background.
2.6
18. seCtIOn 2 - lOGO, standards As visual illustration of the high-level Fraxel®
2.7 Logo do’s and don’ts Brand and Product Logo guidelines, below are
a few examples of common misuses.
Dont’s
Do not use the Fraxel Brand Logomark as a Do not change the color on Fraxel Do not reposition the Fraxel product
outline element. product line logomark. line logo.
Do not change the color on the Fraxel Do not change the placement on Fraxel Do not use different font on the
Brand Logomark. product line logo. product line logo.
treatment
Do not reposition the Fraxel Brand Do not change dot placement on Fraxel Do not change color on the
Logomark. product line logomark. Fraxel product line logo.
Do not position the Fraxel Brand Logo angled Do not use the Fraxel logomark as a graphic element or pattern.
and/or place on separate color background. The logotype and logomark must not be separated.
2.7
20. seCtIOn 3 - tyPOGraPhy The core type font for the Fraxel® brand is Frutiger’s simple and legible character
3.1 Typography / Font Family Frutiger. Different weights and variations within parallel and support many of the Fraxel®
the Frutiger font family are designated by the Brand Verbal Attributes: Contemporary,
use of numbers rather than names to eliminate Accessible, Credible, Quality and Innovative.
naming confusion. The font may be used in any
Frutiger font weights, with the exception of the
Ultra 95 font set.
Frutiger 45 Light Frutiger 76 Black Italic
ABCDEFGHIJKLMNOPQRSTUV W X Y Z ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuv wxyz abcdefghijklmnopqrstuvwxyz
1234567890., ;:?!@ &*( ) [] { } _ 1234567890., ;:?!@&*()[]{}_
Frutiger 46 Light Italic Frutiger 47 Light Roman Condensed
ABCDEFGHIJKLMNOPQRSTUV W X Y Z ABCDEFGHIJKLMNOPQRSTUV W XYZ
abcdefghijklmnopqrstuv wxyz abcdefghijklmnopqrstuv wxyz
1234567890.,;:?!@&*( ) []{ }_ 1234567890., ;:?!@&*() [] { } _
Frutiger 55 Roman Frutiger 57 Condensed
aBCdeFGhIJklMnOPQrstuv w X yZ ABCDEFGHIJKLMNOPQRSTUV W X YZ
abcdefghijklmnopqrstuv w x yz abcdefghijklmnopqrstuv wxyz
1234567890., ;:?!@&*( ) [] { } _ 1234567890., ;:?!@&*( ) [] { } _
Frutiger 56 Italic Frutiger 67 Bold Condensed
ABCDEFGHIJKLMNOPQRSTUV W X Y Z ABCDEFGHIJKLMNOPQRSTUV WX YZ
abcdefghijklmnopqrstuv w x yz abcdefghijklmnopqrstuv w x yz
1234567890., ;:?!@&*( ) [] { }_ 1234567890., ; :?!@&*( ) [] { } _
Frutiger 65 Bold Frutiger 77 Black Condensed
ABCDEFGHIJKLMNOPQRSTUV W X YZ ABCDEFGHIJKLMNOPQRSTUV W X Y Z
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuv w x yz
1234567890., ; :?!@ &*( ) [ ] { } _ 1234567890., ; :?!@&*( ) [ ] { } _
Frutiger 66 Bold Italic Frutiger 87 Extra Black Condensed
ABCDEFGHIJKLMNOPQRSTUV W X YZ ABCDEFGHIJKLMNOPQRSTUV W X YZ
abcdefghijklmnopqrstuv wxyz abcdefghijklmnopqrstuv w x yz
12345678 90., ; :?! @&*( ) [] { }_ 123456789 0., ; :?!@ &*() [ ] {}_
Frutiger 75 Black
ABCDEFGHIJKLMNOPQRSTUV WXYZ
abcdefghijklmnopqrstuvwxyz
1234567890., ; :?!@ &*()[] {}_
3.1
21. seCtIOn 3 - tyPOGraPhy Below are a few guideline examples of the
3.2 Typography Usage Frutiger font family, weight, size and leading for
common usages.
Font call-outs to be added in lIFe ChanGes yOur skIn.
mechanical process.
FRAXEL ® TREATMENT REVIVES IT.
turn back the clock with Fraxel re:store treatment.
Regain your youthful appearance with the
revolutionary new Fraxel treatment.
Imagine going back to a time before you worshipped the sun, before
teenage hormones made your skin break out, before your little one
was even a glimmer on the horizon. Imagine waking up and not only
feeling ten years younger, but also looking it.
Fraxel treatment is a safe, noninvasive way to reveal healthy, luminous
skin, with minimal downtime. Fraxel treatments reduce the appearance of
the fine lines, sun spots and those dreaded wrinkles from around your
eyes. When life changes your skin, call us today to learn how Fraxel
treatment can help your restore it.
INTRODUCTORY OFFER
save up to $XXX on your
Fraxel treatment series.
For Information, please contact:
Dr. Sample, M.D.,F.A.C.S.
XXXX Street Name, Ste. XXX
City, State XXXXX
Call XYZ office to schedule
your appointment.
(456) 123-4567
www.webaddress.com
PM 10-D4432-L504 Date 1 02008 Reliant Technologies, Inc Fraxel, the Fraxel logo, Fraxel re:store and
the Fraxel re:store statement are trademarks or registered trademarks of Reliant Technologies, Inc.
3.2
22. seCtIOn 3 - tyPOGraPhy Product Line references are to be used in products other than the examples above
3.3 Product Line references within heading or body text as shown below. All should be initial caps and non-italic.
text - Consumer and B2B instances of the following brand references in
copy, such as Fraxel re:pair, Fraxel re:store or
Fraxel re:fine, should be italicized and treated
as shown. Fraxel trademarked lines and Fraxel®
Italicized 100% Product Color
Consumer
Stand alone
product line text
Fraxel re:pairtreatment ™
Italicized Fraxel 100% PMS 7421 Italicized 100% PMS 7421
Italicized 100% PMS 7421 Superscript 100% PMS 7421
Italicized 100% Product Call
B2B Stand alone
product line text
Fraxel re:pair ® laser
Italicized 100%
PMS 7421 Italicized 100% PMS 7421
Italicized 100% PMS 7421 Italicized 100% PMS 7421
Superscript 100% Black Roman 100% Black
Consumer
Product line text Results You Can See and Feel.
Fraxel re:pair® treatment is a revolutionary new way
to correct aged and damaged skin - without the
prolonged downtime or adverse reactions of other
resurfacing procedures.
B2B
Product line text Defining a new standard for aesthetic laser
skin treatment.
The pioneers of fractional resurfacing bring you the
Fraxel re:fine™ laser as an additional choice for the
skin rejuvenation.
Italicized 100% Black
Superscript
Other Reliant
trades treatment Fraxel® family of products
(HEADING OR
TEXT)
Results You Can See and Feel.®
Fraxel® family of products
results you Can see and Feel®
3.3
24. seCtIOn 4 – COlOr Palette & The Fraxel Brand Corporate Base Color Palette page. White is the dominant background color
is to be used whenever general Fraxel brand and should be used in most cases. The accent
PhOtOGraPhy
communication materials are being developed. colors should be used as backgrounds only
4.1 Fraxel Brand Corporate Base
Color guidelines relating to general Fraxel Logo when they are needed to provide variety, or to
Color Palette
and type treatments can be found in section differentiate sections. Accent colors are used to
two of this document, Later, in section five this emphasize and highlight information and also
color palette’s use is demonstrated in general used for backgrounds.
Fraxel advertising and collateral applications. PMS 7421, burgundy, is the driver of our brand
Please notice how this base color palette is colors. When combined with our metallic silver,
used to differentiate the general Fraxel brand PMS 8001, PMS Warm Gray 4, along with an
image from the Fraxel product line. Find the application of white, the Fraxel brand really
Product Line Key Color Palette on the following comes to life.
FRAXEL BRAND
CORPORATE PMs 7421 PMs 8001 (Metallic silver)
BASE COLOR PALETTE CMyk 0 100 30 60 CMyk 51 43 45 8
rGB 120 0 50 rGB 110 109 106
weB #660033 weB #6e6d6a
PMs warM Gray 4 BlaCk
CMyk 0 4 9 24
rGB 202 194 184
weB #bdb6b1
ACCENT
PMs 7401
CMyk 0 4 18 0
rGB 255 255 204
weB #ffffcc
PREFERRED
BACKGROUND whIte
4.1
25. seCtIOn 4 – COlOr Palette & Each product in the Fraxel® Laser Treatment overall brand image. Examples of Product Line
line is represented by a color in the Fraxel color usage can be located on pages 2.4 - 2.6,
PhOtOGraPhy
Product Line Key Color Palette. Colors from also 5.4 and 5.4.1. When a Fraxel Product is
4.2 Fraxel Product Line Key Color Palette
the Primary Color Palette have also been highlighted in text, the burgundy, PMS 7421,
included in the Fraxel Product Line Key Color is the anchor color and the associated Product
Palette ensuring a close association with the Line color is used as shown below.
FRAXEL PRODUCT FRAXEL re:fine™ FRAXEL re:store™ FRAXEL re:pair® FRAXEL
LINE KEY COLOR Skin Ecology System
PALETTE
Fraxel re:pair® Fraxel
Fraxel re:fine™ Fraxel re:store™
PMs 5275 Skin Ecology System
PMs 471 PMs 5773
CMyk 60 47 00 30
CMyk 00 59 100 18 CMyk 35 09 63 14 PMs 7407
rGB 85 98 147
rGB 206 112 25 rGB 152 173 112 CMyk 19 25 100 0
weB #556293
weB #Ce7019 weB #98ad70 rGB XXX X XX
weB #XXXXXX
Fraxel re:fine Orange: Fraxel re:store Green: Fraxel re:pair Blue: Fraxel Skin Ecology
System Gold:
Signifying transition This soft green is This deep rich
and a youthful, glowing abundant in nature and blue embodies the Denoting prestige,
vibrancy, this warm hue signifies health, renewal intelligence and luxury and grandeur,
conjures the movement and the subtle, natural confidence that comes this rich color is the
into something new, regrowth that the with experience as well embodiment of the
the sunrise that comes Fraxel re:store product as the subtle restorative Fraxel Brand Attributes
between darkness promotes. power of the Fraxel and the ability of the
and daylight and re:pair product to Fraxel Skin Ecology
the opportunity of a cool the aging process System to bring skin
refreshing rejuvenation and a return the fresh to its full wealth and
that Fraxel re:fine vibrancy of youth. potential.
product provides.
FRAXEL CORPORATE BACKGROUND
BASE COLOR PALETTE PMs 7421 PMs warM Gray 4 BlaCk PMs 7401
CMyk 0 100 30 60 CMyk 0 4 9 24 CMyk 0 0 0 1 0 0 CMyk 0 4 18 0
rGB 120 0 50 rGB 202 194 184 rGB 153 153 153 rGB 255 255 204
weB #660033 weB #bdb6b1 weB #999999 weB #ffffcc
FRAXEL PRODUCT LINE TYPE COLOR
EXAMPLE Fraxel re:finetreatment™
Fraxel re:storetreatment™
Fraxel re:pairtreatment™
Fraxel Skin Ecology System
4.2
26. seCtIOn 4 – COlOr Palette & Photographic imagery should enhance and elsewhere). Typically, Fraxel consumer portraits
support the essence of the Fraxel® Brand are silhouetted from their original background
PhOtOGraPhy
Verbal Attributes through our brand voice – and instead inhabit a white or abstract
4.3 Faces
contemporary, prestigious, accessible luxury, background.
credible, quality and innovative – all while
complementing the clear and sophisticated Tone
look of our brand. Attitudinally, Fraxel portrait faces typically
include:
When it comes to photography use, often times • A look of subtle confidence or conspiratorial
the medium drives usage parameters. These spirit
are not hard-and-fast rules. Whenever possible, • An aspirational attractiveness, but not
color imagery is preferred for use with all “supermodel”
advertisements and marketing materials. • A real-life, real-world look and setting
• Easily clipped/silhouetted background
Posing
The consumer portrait photography used Composition
with the Fraxel brand should be realistic, Portrait photos should be cropped tightly
casually-posed shots that show full facial around the face, with no discernible
features. Subjects should appear in naturally lit background showing. Portraits with stylized
environments, facing or looking at the camera “technique” elements such as blurring or forced
(or at least squared to camera with visual focus perspective should be avoided.
CORRECT
INCORRECT
Do not use photographs with Do not use photographs that look Do not use photographs with artificial
busy backgrounds. mediocre—through subject matter, style lighting or showing heavily made-up
or when cropped. models.
4.3
27. seCtIOn 4 – COlOr Palette & Abstracts environmental factors that affect our skin. The
Abstract environment photography consists of images should not be overtly representational,
PhOtOGraPhy
out-of-focus photographs of real environments. since they are intended to communicate
4.4 Abstracts – Horizontal Examples
These images create a narrative about the an impression rather than convey specific
world we live in, which includes different information.
CORRECT
4.4
28. seCtIOn 4 – COlOr Palette & The out-of-focus effect is created in-camera, restricted to full-bleed backgrounds or at a
and whenever possible, images should not be minimum, bleeding off at least two edges of
PhOtOGraPhy
blurred digitally. Use of abstracts should be the page or panel.
4.5 Abstracts –Vertical Examples
CORRECT
4.5
