Who We Are
Our brand is our identity. It represents our values and purpose. Our brand is our DNA.
Table of Contents
About
These guidelines serve as a practical guide for the proper use of the Intelligent Bio Solutions brand. The Intelligent Bio Solutions brand is a valuable asset that helps identify and establish Intelligent Bio Solutions among our stakeholders and the public. To maintain the integrity of the brand, its application must be consistent and without exception.
These guidelines are for internal use only and are not to be distributed externally.
We leverage the power of biotechnology to develop transformative, accurate solutions that improve quality of life.
Our Mission
To redefine the approach to testing and deliver pain-free, accessible solutions that drive transformative change and improve the quality of life.
Our Vision
Healthcare that transcends barriers to access and provides value through innovation. A strengthened landscape in which all individuals have equal passage to simplified health and well-being solutions.
Our Values
Our guiding principles and fundamental beliefs.
Integrity
We do not waver from the ethics and values engrained in our culture.
Perserverance
We are determined and focused. We are wholly committed to our purpose and pursue it with grit.
Innovation
We are determined and focused. We are wholly committed to our purpose and pursue it with grit.
Resourcefulness
We develop practical solutions using the skills of our people, their wisdom, and the assets available to us.
Agility
We embrace the learnings of our challenges. We adapt. We pivot. We respond.
Collaboration
We work together for a common purpose, always.
Our Personality
The human characteristics that define our brand and to which our audience can relate.
Straightforward
We are down to earth and clear. We are to the point on a human level.
Authentic
We are trustworthy and respectful. We are true to ourselves and our purpose.
Intelligent
We are innovative. We are informed. We value technical expertise and education.
Reliable
We are hard working and driven. We value success. We are dependable.
Our Voice
Our Tone
We are neutral and direct. We speak a language relatable to a global audience. We demonstrate expertise and professionalism without using industry jargon or unnecessary word choices. We are transparent about what we do and speak with confidence using language that is authentic and aligned with our values.
Overall Tone
Neutral & Direct
This tone of voice doesn’t mince words. It gets straight to the point, using the active rather than passive voice. There’s no room for guessing when using a straightforward tone. The tone is clear and thorough yet respectful. It implements proper writing and grammar, while steering clear of slang and exclamation points.
There’s no unnecessary wording or unique word choices to distract from the main idea. The overall neutral tone allows for a broader target audience. The neutral and direct tone also emphasizes Intelligent Bio Solutions as a “no-nonsense” organization and a brand that understands its audience.
Active Voice
We write using the active voice. The active voice demonstrates confidence,
and promotes clarity and precision in writing. Consequently, this builds trust. The active voice clearly identifies who is performing an action and uses active sentences. Every sentence has a subject, a verb, and often an object.
Subject: the person, place or thing that is doing the action
Verb: the action (or, the thing that is being done)
Object: the person, place or thing receiving the action
Active writing rule of thumb: S → V → O (Subject → acts → on object).
Examples
A: The Biosensor was developed by Intelligent Bio Solutions.
B: Intelligent Bio Solutions developed the Biosensor.
A: All investors are updated regularly by Intelligent Bio Solutions.
B: Intelligent Bio Solutions updates all investors regularly.
A: The presentation was delivered by our CEO.
B: Our CEO delivered the presentation.
Straightforward Tone
Straightforward tone is direct and honest. It is understandable and avoids any unnecessary word choices. Straightforward tone gets straight to the point and is easily understood. It does not over-simplify or lack substance.
Example
Our Intelligent Fingerprinting Drug Screening System detects commonly abused drugs via fingertip sweat analysis.
Authentic Tone
We are neutral and direct. We speak a language relatable to a global audience. We demonstrate expertise and professionalism without using industry jargon or unnecessary word choices. We are transparent about what we do and speak with confidence using language that is authentic and aligned with our values.
Intelligent Tone
An intelligent tone of voice enhances knowledge, imparts information, and inspires personal growth. Intelligence is portrayed by using language geared towards an educated audience, without being overly complex. It conveys a strong knowledge of the product and where necessary explains industry specific words or concepts to demonstrate both mastery and accessibility. We use accurate information and up to date statistics.
Example
A small, tamper-evident drug screening cartridge quickly collects the samples, which are then analyzed in our DSR-Plus reader for precise on-screen results in minutes.
Reliable Tone
Reliable tone demonstrates social connection and awareness.
A reliable voice is the mark of a strong organisation. It is listened to and trusted. It does not make exaggerated claims. It lets audiences know what it stands for and what it stands against.
Examples
Drug screening becomes a quick and painless process that can be done anywhere, anytime, making it an invaluable tool for employers in safety-critical industries, law enforcement, and other organizations. Its short window of detection is more relevant to the time of testing compared to traditional methods with longer detection periods. Intelligent drug screening offers a dignified solution to drug testing.
Use of Language
Core Messaging
Redefining the approach to testing.
Pioneering pain-free solutions.
Simple. Painless. Affordable.
Accurate, accessible, transformative solutions.
Driving change through innovation.
Real-time, point-of-care testing.
Simplified health and well-being solutions.
Word Bank
Adjectives that reflect our core values.
Integrity
Honest
Sincere
Straightforward
Transparent
Trustworthy
Reliable
Accountable
Perseverance
Committed
Focused
Ambitious
Driven
Dedicated
Determined
Hard-working
Innovation
Original
Cutting edge
Progressive
Visionary
Forward-thinking
Pioneering
Bold
Resourcefulness
Strategic
Efficient
Agile
Versatile
Innovative
Practical
Agility
Sharp
Responsive
Adaptable
Aware
Receptive
Dynamic
Collaboration
Synergistic
Cohesive
Unified
Cooperative
Supportive
Writing 'How To'
Keep it Simple
Explain complex things in simple ways, strip the complexity back.
Use everyday terms, avoid jargon, legal terms or acronyms (where possible).
Short, simple sentences are always better than long, complicated ones.
Structure and Subheadings
Structure information so it’s arranged into logical sections. Use subheadings to break content up into clearly defined themes.
Active Voice
Use active voice. Avoid passive voice. Passive sentence structures make writing harder to understand.
Write Positively
Use positive language rather than negative language.
Spelling
We use American spelling. Stick to Z instead of S – ize not ise.
Abbreviations and Acronyms
Try not to use internal abbreviations in external communications. Think about whether people will understand them and if there’s a more natural way to say it.
If you have to use an acronym that people might not be familiar with, always spell it out the first time and put the abbreviation in brackets.
Omit periods and spaces in common abbreviations except where this may cause confusion (e.g. if writing US in a line of capitals, the periods may be necessary to distinguish it from the word ‘us’, although in this example using USA is preferable).
Omit periods in initials of organisations, political divisions and countries (CSIRO, UK, NSW).
Numbers
A simple rule for using numbers in writing is that small numbers ranging from one to ten should generally be spelled out. Larger numbers (i.e., above ten) are written as numerals.
The Ampersand (&)
Use ‘and’ within body text rather than the ampersand. The ampersand can be used in headlines and social media when you need to keep your headline/post as short as possible.
How To
Reference the Company
When we refer to the company to any external party (whether spoken or via text or email), use Intelligent Bio Solutions.
If you are referencing the company internally, you may use IBS.
In U.S. written communications (e.g., press releases and news articles), the full company name as registered in the U.S.A. is to be used ‘Intelligent Bio Solutions Inc.’ defined as “IBS Inc.” thereafter.
Intelligent Bio Solutions is a medical technology company NOT a biotechnology company.
Reference Intelligent Fingerprinting
Intelligent Fingerprinting is a wholly owned subsidiary of Intelligent Bio Solutions
Reference the Product
The system as a whole:
- Intelligent Fingerprinting Drug Screening System
- Intelligent Drug Screening Solution
- Drug Screening Technology
The system components:
- Intelligent Fingerprinting Cartridge or ‘Cartridge’ or ‘Drug Screening Cartridge’
- Intelligent Fingerprinting DSR-Plus Reader or ‘Reader’ or ‘DSR-Plus Reader’
Use of the word ‘impairment’:
The word impairment cannot be used to make bold statements such as ‘the system screens for impairment at the time of testing’, must use language such as ‘the system screens for potential impairment at the time of testing’.
Try to use ‘fit for duty’ as a substitute for the word impairment. ‘The system targets if an employee is fit for duty at the time of testing’
Correct reference of drugs tested by the reader:
- Cannabis (THC) – NOT Marijuana
- Opiates (not Opioids)
- Cocaine
- Methamphetamine
Correct reference of the collection method:
- Fingerprint sweat
- Sweat from the fingertips
- CE Mark or CE Marking (not CE Marked)
The Ampersand (&)
Use ‘and’ within body text rather than the ampersand. The ampersand can be used in headlines and social media when you need to keep your headline/post as short as possible.
Style Guide
Our Logo
Our logo is the introduction to our brand and represents our professional, bold, and innovative identity. The ‘I’ and ‘B’ have been sliced diagonally to reveal a molecular-like structure that forms the upper half of the ‘I’. This resembles our living DNA molecules.
Logo Variations
Primary Logos
The primary use logo is the main visual representation of our brand. It should be used prominently on all marketing materials, including websites, brochures, business cards, and social media.
The primary logo must always be used in its approved form and never altered.
Logo Variations
Stacked Logos
The stack logo is a secondary version of the logo. It is used in situations where space is limited and a more compact version of the logo is required.
The stack logo must always be used in its approved form and never altered.
Logo Variations
Lettermark Logos
The lettermark logo is a typographic version of our brand logo. It uses the company’s initials as the main design element. It is a versatile option that can be used in various contexts, such as on social media, merchandise, and packaging.
The lettermark logo must always be used in its approved form and never altered.
Logo USAGE
Minimum Size
The logo should appear no less than the minimum widths detailed on this page for print and digital application. Following these dimensions will ensure legibility on all applications.
Clear Space
Always position the Intelligent Bio Solutions logo for maximum impact and give it plenty of room to breathe.
The minimum clear space is defined by the lettering height on the word ‘intelligent’ (X). Clear space of the X length is applied on all sides of the logo. No other elements should intrude into this area.
Logo USAGE
Non-Permissible Use
The Intelligent Bio Solutions logo is not to be altered in any way. Examples of improper use are detailed on this page. These examples illustrate how NOT to use the logo; however, they do not include all instances of misuse.
- Do not change the color of the logo.
- Do not stretch or distort the logo.
- Do not place the logo on a background color other than the primary colors (page 16).
- Do not change the typeface of the logo.
- Do not make the logo transparent.
- Do not add any kind of shadow to the logo.
1.
2.
3.
4.
5.
6.
Logo USAGE
Co-Branding
When using our logo in conjunction with other logos, it is important to ensure that there is adequate space between them.
The logos should be separated by white space to the value of 2x. All logos should be of a similar size when displayed alongside partner organizations. It is important to adhere to the minimum size and space specifications on page 12 of this manual.
COLOR
Primary Color Palette
The primary colors for the Intelligent Bio Solutions brand are those found within the logo. The bright blue and pure white embody the brand identity’s clean aesthetic and innovative nature.
All Intelligent Bio Solutions brand colors are to be used exactly as represented in this brand manual. Shades or tones of these colors are not permitted for use.
Print-based projects use CMYK codes.
Screen/online projects use RGB or HEX codes.
HEX: #0247FE
RGB: 2, 71, 254
PMS: 2728 C
Bright Blue
HEX: #FFFFFF
RGB: 255, 255, 255
Pure White
COLOR
Secondary Color Palette
The secondary colors merge medical with tech, specifically shades that represent innovation, integrity and intelligence. Shades or tones of these colors are not permitted for use. Secondary colors may be used as highlight or accent colors on print marketing material, business stationery, advertising, social media and the website.
HEX: #191170
RGB: 25, 17, 112
PMS: 2755 PC
Midnight Blue
HEX: #6f77e3
RGB: 111, 119, 227
PMS: 272 C
Moody Blue
HEX: #ededed
RGB: 237, 237, 237
PMS: Cool Grey 1C
Carrara Grey
HEX: #53d2db
RGB: 83, 210, 219
PMS: 272 C
Viking Blue
TYPOGRAPHY
Gotham
Gotham is the typeface used in the Intelligent Bio Solutions logo. It is a sans-serif typeface that is even and geometric in design. Gotham complements the larger brand identity of Intelligent Bio Solutions as an innovative and bold biotech company.
When Gotham cannot be used, such as when sending documents to be edited by external parties, or for any web application it should be substituted with Arial.
Aa
Gotham Light
Gotham Medium
Gotham Bold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
TYPOGRAPHY
Applying Gotham
Title
Gotham Bold | Sentence Case | 80pt
CHAPTER HEADING
Gotham Book | All Caps | 200pt Tracking | 32pt
Heading
Gotham Bold | Sentence Case | 48pt
Body Text
Gotham Light | Sentence Case | 24pt
Visual language
Graphical Angles
The primary graphical angle for Intelligent Bio Solutions is 45°. This is taken from the wedge cut in to the ‘I’ and ‘B’ on the logo.
Every time graphical angles are used, they should be led by the 45° angle, with additional angles surrounding.
Visual language
Mono Graphical Angles
The angles can be used in a mono version with a drop shadow. These are to be used as linking elements so that the brand flows but its not overpowering on all pages.
Drop shadow is only to be applied to the mono version of the graphical angles.
VISUAL LANGUAGE
Supporting Shapes
Shapes used in logos can convey more than just visual appeal. Studies in visual communication have shown that certain shapes carry specific associations in the human mind, making them effective tools for reinforcing a brand’s intended
message to its target audience.
The Intelligent Bio Solutions brand shapes consist of hexagons, circles and crosses. Their regularity suggests organization, efficiency and structure. Circles and hexagons are mirrored within our living DNA molecules.
Visual language
Supporting Lines
The angles can be used in a mono version with a drop shadow. These are to be used as linking elements so that the brand flows but its not overpowering on all pages.
Drop shadow is only to be applied to the mono version of the graphical angles.
Visual language
Supporting Wave
The wave graphic is intended to add visual appeal across print and digital platforms. The wave’s shape is reminiscent of the human body, symbolizing Intelligent Bio Solutions’ human-focused mission and purpose.
VISUAL LANGUAGE
Supporting Graphics
Supporting graphics are a powerful tool in building recognition and understanding of a brand and its purpose.
Technical graphics can be used in their entirety or as individual elements such as circles, crosses, geometric shapes, lines, and waves. This allows for flexibility and creativity in visual storytelling.
VISUAL LANGUAGE
Imagery
Ideally, all imagery is to be shot and owned by Intelligent Bio Solutions. Color grading is to be applied to images, adding the corporate colors to shade and highlight.
Stock imagery should be carefully chosen to align with the topic at hand and effectively convey the positive impact Intelligent Bio Solutions will have on people’s lives.
Imagery provided by the Centre for Organic Electronics at the University of Newcastle, Australia can be utilized to showcase the progression of the biosensor’s development.