The document provides graphic standards for Eyemaginations' visual identity and branding. It includes specifications for the corporate logo, product logos, colors, typefaces, and templates for various marketing collateral like business cards, letterhead, envelopes, and labels. The goal is to present a cohesive look for all of Eyemaginations' visual communications and strengthen brand recognition.

2. INTRODUCTION
LOGO
LOGO SIZES
CLEAR SPACE
PRODUCT LOGOS
HOME, OFFICE, ONLINE
EYEMAGIANTIONS STUDIO
COLOR
TYPE
STATIONERY SYSTEM
BUSINESS CARD
INTERNATIONAL BUSINESS CARD
LETTER
#10 ENVELOPE
SHIPPING LABEL
TEMPLATES
FAX
MEMO
3
4
5
6
7
8
9
13
14
15
16
17
18
19
20
21
22
23

3. 3
Our company has been experiencing many positive changes – we have added new people, we’re
pursuing new medical verticals, and now we have a new look. Eyemaginations’ visual identity
complements our exceptional product line and our efforts to expand into new markets, including
Facial Aesthetics, later this year. The quality of our visual communications should reflect the quality
of our products in order to have our company stand out from the competition and speak in a clear,
refined visual language.
As a part of the development of our new visual identity we are implementing this comprehensive
set of graphic standards to guide you through the process of writing letters, memos, faxes and
other correspondence. It is our intention to have all communications originated by Eyemaginations
prepared and sent out in the manner set forth in this document.
The visual system presented in this manual is intended to create a more cohesive look for our
organization, not only to our clients and prospects, but also to ourselves. To be fully effective,
the branding must be reflected in every visual manifestation of the company. This requires the
cooperation of everyone at Eyemaginations within all departments—Sales, Marketing, Development,
Animation, Operations, Accounting and Customer Service—as well as coordination with outside
design and marketing companies.
While this manual is fairly comprehensive and provides specifications for many situations, it should
also serve as a guide when redesigning existing materials or creating new ones. Our goal is to
strengthen public recognition of Eyemaginations to better communicate who we are and what we do.
I hope that you share in my excitement with this rebranding.
Jeff Peres
President + CEO
INTRODUCTION

4. 4
The Eyemaginations logo is created by six lines: three equally spaced horizontal lines on top of
three equally spaced vertical lines, all: enclosed by a green stroked box. These lines abstractly
spell out the letter EM, for Eyemaginations. To the right of the EM box, vertically centered, is
Eyemaginations typed out in all caps. The new logo for Eyemaginations should immediately
replace any old Eyemaginations logos in use. With the exception of a few instances outlined later
in this manual, the EM Box should always be accompanied by Eyemaginations typed out. This is
especially important during the first few years as we introduce the new Eyemaginations identity
and build recognition of the logo.
1
2
3
1 Standard Corporate Logo
2 Eyemaginations Logotype
3 EM Box
LOGO

5. 5
To maintain legibility the Eyemaginations logo should
never be used at a width of less than 1.5 in and should
always be scaled to equal proportions to ensure no
stretching of the logo occurs.
LOGO SIZES

6. 6CLEAR SPACE
X
X
X
Minimum clear space standards are provided above. The minimum amount of
space around the Eyemagintions logo should be measured from the left most
side of the box to the right side of the “EM” within the box, as illustrated above.
Clear space standards are provided in order to ensure that the Eyemaginations
logo is clearly distiguishable in all applications. In all applications maintain
clear space as directed. Clear space standards apply only to the corporate
logo, and do not apply to product logos.

7. 7
The above marks for the Eyemaginations product line, LUMA, bring the light and spectrum of color essential to digital media
and vision into the Eyemaginations identity system. As the first representation of Eyemaginations that many practitioners
and patients are likely to experience, the marks for individual vertical markets are selected from the place in the spectrum
of color that best represents the particulars of each industry. The specialization of each mark is made explicit in a gray bar
at the bottom of each mark. The use of squares for each step of the spectrum, with the careful centering and proportion
of the geometric letters spelling LUMA, indicate the precision of the Eyemaginations brand. While the colors change from
market to market to provide individuality, the repetition of the same five squares and Eyemaginations EM Box create a
distinct brand feel that could not be mistaken in any line up of medical products.
PRODUCT LOGOS

8. 8
HOME
OFFICE
ONLINE
HOME
OFFICE
ONLINE
HOME
OFFICE
ONLINE
HOME
OFFICE
ONLINE
HOME, OFFICE, ONLINE
To preserve the graphic intensity of the LUMA spectrum, special attention to hierarchy has been used
in arranging the 3 tiers of information in the product marks. First, LUMA and the Eyemaginations
EM Box are dominant with bold letters and the light-filled colors of the spectrum. Second, the
solidity of the gray bar that specifies the vertical market attracts the eye. Third, the designations of
Home, Office and Online components are set light and flush with the mark, indicating they are extra
information describing the primary product.
The Home, Office, and Online marks are supplemental to the primary LUMA marks and are to be
used only when applied to a specific component of the LUMA product. These should never be used
in instances referring to the LUMA product as a whole.

9. 9HOME, OFFICE, ONLINE
Eyemaginations leverages its in-house skills to offer custom 3D design,
software development, and technology deployment services uniquely tailored
to client specifications. Similarly the logo for Eyemaginations Studio leverages
the corporate and product branding. The Eyemagination Studio logo consists
of a modified corportate logo on top of six blocks, each containing one letter of
“Studio”. Instead of a limited spectrum color palette, like the LUMA products,
the Studio logo uses a wider range of colors, referencing the wide array of
customized offerings.

10. 10
The colors shown above are an essential component of the Eyemaginations identity system. The Eyemaginations
logo should always be shown or printed using the correct corporate colors. The logo should always be printed
at 100% and with maximum saturation/ink density. These colors should never be used as a tint or halftone.
Careful use of white space is important for all Eyemaginations colors. The beauty of the above colors is best
accentuated by contrasting it with a bright, clean white background.
As the primary use of the LUMA marks will be digital and therefore viewed on a monitor, the colors of the
identity system are specially selected for that purpose. Please note that the appearance of color varies
according to monitor settings. Furthermore, each production process and printing surface reproduces color
differently. We have selected the closest matches possible for offset printing with a four color process (CMYK)
as well as Pantone ink matches for both coated and uncoated papers. Even when printing with a four color
process, the specified Pantones should be referenced to ensure accuracy. The LUMA brands rely heavily on
color and the proper builds must be used to ensure precision and consistency.
87 181 222
57B6DD
85 0 0 0
PANTONE 306 U
PANTONE 2995 C
97 186 212
62BBD3
100 0 15 0
PANTONE 311 U
PANTONE 311 C
110 199 189
6DC7BD
65 0 20 0
PANTONE 319 U
PANTONE 319 C
110 194 171
6EC3AA
80 0 40 0
PANTONE 3258 U
PANTONE 3258 C
122 199 143
7AC690
50 0 40 0
PANTONE 345 U
PANTONE 346 C
COLOR
RGB
HEX
CMYK
PANTONE UNCOATED
PROCESS COATED

11. 11
157 196 135
9DC487
50 0 100 0
PANTONE 376 U
PANTONE 369 C
180 195 128
B4C380
25 0 95 10
PANTONE 583 U
PANTONE 583 C
202 194 120
CAC278
0 0 55 15
PANTONE 611 U
PANTONE 612 C
219 192 113
DBC071
0 0 70 5
PANTONE 610 U
PANTONE 610 C
234 188 106
EABC6A
0 10 100 0
PANTONE 7406 U
PANTONE 7406 C
RGB
HEX
CMYK
PANTONE UNCOATED
PANTONE COATED
102 98 161
6662A1
100 80 0 0
PANTONE 2746 U
PANTONE 2735 C
103 116 177
6774B1
85 50 0 0
PANTONE 7455 U
PANTONE 2726 C
105 137 191
6989BF
85 35 0 0
PANTONE 542 U
PANTONE 278 C
97 152 202
6198CA
50 5 0 0
PANTONE 291 U
PANTONE 292 C
163 165 166
A3A5A6
5 0 0 40
PANTONE Cool Gray 6 U
PANTONE Cool Gray 6 U
103 170 211
67AAD3
70 5 5 0
PANTONE 2985 U
PANTONE 2985 C
RGB
HEX
CMYK
PANTONE UNCOATED
PANTONE COATED
188 188 192
B5B6B5
3 0 0 20
PANTONE Cool Gray 4 U
PANTONE Cool Gray 4 C
bar in all vertical market logos Home/Office/Online Text
RGB
HEX
CMYK
PANTONE UNCOATED
PANTONE COATED
COLOR

12. 12
204 92 126
F05C7E
0 100 0 0
PANTONE 219 U
PANTONE 219 C
137 76 148
894C94
70 100 0 0
PANTONE 268 U
PANTONE 268 C
242 107 125
F26B7D
0 60 25 0
PANTONE 709 U
PANTONE 709 C
154 78 148
9A4E94
50 85 0 0
PANTONE 2593 U
PANTONE 2593 C
243 121 123
F3797B
0 50 45 0
PANTONE 486 U
PANTONE 486 C
177 75 135
B14B87
35 100 0 0
PANTONE 248 U
PANTONE 254
245 141 119
F58D77
0 40 35 0
PANTONE 487 U
PANTONE 487 C
203 76 132
CB4C84
15 100 0 0
PANTONE 233 U
PANTONE 233 C
246 160 137
F6A089
0 15 15 0
PANTONE 7415 U
PANTONE 7415 C
224 81 126
E0517E
0 100 0 0
PANTONE 219 U
PANTONE 212 C
RGB
HEX
CMYK
SOLID UNCOATED
SOLID COATED
RGB
HEX
CMYK
PANTONE UNCOATED
PANTONE COATED
COLOR

13. 13
105 137 191
6989BF
85 35 0 0
PANTONE 542 U
PANTONE 278 C
110 194 171
6EC3AA
80 0 40 0
PANTONE 3258 U
PANTONE 3258 C
143 210 127
8FD27F
40 0 60 0
PANTONE 367 U
PANTONE 368 C
234 188 106
EABC6A
0 10 100 0
PANTONE 7406 U
PANTONE 7406 C
243 121 123
F3797B
0 50 45 0
PANTONE 486 U
PANTONE 486 C
245 169 126
FEA981
0 35 50 0
PANTONE 7410 U
PANTONE 7410 C
COLOR
RGB
HEX
CMYK
PANTONE UNCOATED
PROCESS COATED
RGB
HEX
CMYK
PANTONE UNCOATED
PROCESS COATED

14. 14
The typeface Gotham, designed by Hoefler & Frere-
Jones, is used as the main font family throughout the
Eyemaginations identity. Gotham, an elegant sans serif
typeface, can be used for applications ranging from
signage and headlines to small captions and text. All
editable text should be set in Tahoma, a default font on
all computers, that can also be used on the web. In the
pages to come, typefaces are specified as __PT/ __PT.
The first point size corresponds to the size of the type that
should be used in that particular application. The number
following the slash is the amount of leading (line spacing)
that should be used in between lines of text.
TYPEFACES
GOTHAM NARROW BOOK
abcdefghijklmnopqrstuvwzyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
GOTHAM NARROW BOLD
abcdefghijklmnopqrstuvwzyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
TAHOMA REGULAR
abcdefghijklmnopqrstuvwzyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ

15. Business Cards
Letterhead
Letterhead 2
#10 Envelope
Mailing Label

16. 13
PAPER
3.5 X 2”
FONT
GOTHAM NARROW BOOK
7 PT/ 8.4 PT
GOTHAM NARROW BOLD
7 PT/ 8.4 PT
BUSINESS CARD
FRONT
BACK
600 Washington Ave., Suite 100
Baltimore, MD 21204
Jeffrey W. Peres
President & CEO
jeff@eyemaginations.com
T 410-616-8670
F 410-616-8600
F 410-274-5926

17. 17
FRONT
BACK
Eyemaginations Europe GmbH
Henkenstrasse 91
91052 Erlangen, Germany
Robert Habel
Managing Director
robert.habel@eyemaginations.com
T +49-9131-920868-1
F +49-9131-920868-9
C +49-170-7310573
Eyemaginations, Inc.
600 Washington Ave., Suite 100
Baltimore, MD 21204 USA
Robert Habel
VP of International Sales
robert.habel@eyemaginations.com
T +49-9131-920868-1
F +49-9131-920868-9
C +49-170-7310573
INTERNATIONAL BUSINESS CARD
PAPER
3.5 X 2”
FONT
GOTHAM NARROW BOOK
7 PT/ 8.4 PT
GOTHAM NARROW BOLD
7 PT/ 8.4 PT

18. 18LETTERHEAD
3/4 in
1 1/4 in
1 in
1/2 in
1/2 in1/2 in
May 24, 2010
Ms. Marybeth Shaw
Principal
Shaw Jelveh Design
2443 Maryland Ave.
Baltimore, MD 21218
Dear Ms. Shaw,
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Mauris tempus eleifend consectetur. Etiam
neque mauris, venenatis quis tempor at, dignissim feugiat enim. Nam dignissim urna libero, lobortis
pellentesque neque. Praesent luctus fringilla sapien, non hendrerit ante malesuada quis. Phasellus vel
tellus eu arcu egestas consequat. Suspendisse arcu lorem, accumsan eget eleifend a, aliquet sit amet
eros. Nulla accumsan tempus turpis, ut dapibus ipsum imperdiet quis. Mauris arcu lectus, fringilla eu
facilisis vel, euismod id libero. Maecenas lacus ipsum, ultrices in rutrum et, iaculis a metus. Maecenas in
auctor neque. Donec tempus est bibendum erat faucibus sit amet lacinia lacus interdum. Phasellus nulla
lacus, fringilla a rhoncus sagittis, tincidunt eget justo.
Donec ut nisl tortor. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus
mus. Curabitur facilisis nisl id orci molestie cursus. Proin mattis nibh ac erat dapibus eu condimentum
sapien tincidunt. Maecenas sodales diam eu nisi suscipit ut auctor odio porttitor. Etiam convallis vehicula
venenatis. Sed condimentum dapibus nisi, eget varius magna hendrerit quis. Cum sociis natoque
penatibus et magnis dis parturient montes, nascetur ridiculus mus. Aliquam eu nulla ligula. Proin a lectus
felis, vitae iaculis purus. Aliquam ac enim magna, nec luctus massa. Fusce porttitor libero ut sem rhoncus
ac feugiat sem vestibulum. Duis iaculis placerat quam non vehicula. Morbi tincidunt convallis commodo.
Sincerely,
Jeffrey W. Peres
President & CEO
www.eyemaginations.com
600 Washington Ave,. Suite 100 Baltimore, MD 21204 T 410-616-8670 F 410-616-8660
ONE LINE SPACE
ONE LINE SPACE
TWO LINE SPACES
FOUR LINE SPACES
TWO LINE SPACES
PAPER
8.5 X 11 ”
EDITABLE FONT
TAHOMA REGULAR
10 PT/SINGLE SPACE
TEMPLATE
LETTERHEAD_TEMPLATE.DOC

19. 19
#10 BUSINESS ENVELOPE
9.5 X 4.25”
EDITABLE FONT
TAHOMA
10 PT/SINGLE LINE SPACING
600 Washington Ave, Suite 100 Baltimore, MD 21204
1/4”
1 1/4”
1/4”
4.75”
3.75”3.75”
#10 ENVELOPE
Ms. Marybeth Shaw
Principal
Shaw Jelveh Design
2443 Maryland Ave.
Baltimore, MD 21218

20. 20
600 Washington Ave
Suite 100
Baltimore, MD 21204
1/4”
1/4”
1 1/4”
1/4”
1/4”
2 3/4”
4”
SHIPPING LABEL
3.5 X 5.25”
EDITABLE FONT
TAHOMA
10 PT/SINGLE LINE SPACING
SHIPPING LABEL
Ms. Marybeth Shaw
Principal
Shaw Jelveh Design
2443 Maryland Ave.
Baltimore, MD 21218

21. Fax
Memo

22. 22
PAPER
8.5 X 11”
EDITABLE FONT
TAHOMA
10 PT/10 PT
(TYPE SHOULD SIT ON
TOP OF LINES)
TEMPLATE
FAX_TEMPLATE.DOC
FAX
TO:
FAX #:
# PGS:
FR:
DA:
NOTES
FAX
eyemaginations.com
3/4”
1/2”
3/4”
2”
1”
600 Washington Ave., Suite 100 Baltimore, MD 21204 T 410-616-8670 F 410-616-8660 www.eyemaginations.com

23. 23
PAPER
8.5 X 11”
EDITABLE FONT SIZE
TAHOMA
10 PT/10 PT
(TYPE SHOULD SIT ON
TOP OF LINES)
TEMPLATE
MEMO_TEMPLATE.DOC
MEMO
TO:
FR:
DA:
RE:
NOTES:
3/4”
1/2”
3/4”
2”
1”
MEMO
600 Washington Ave., Suite 100 Baltimore, MD 21204 T 410-616-8670 F 410-616-8660 www.eyemaginations.com