Circles of focus specifications and use

The circle of focus is designed to differentiate IDEXX photography from competitors and other advertisers in the pet health category. Images placed within the circle—typically pets, people, and livestock—are our focus.

Use of the circle of focus is not required on every design. When applying, to maintain a consistent look, follow these best practices.
 

Guidelines
  • The size of the circle of focus on any given piece is a mathematical figure of page height + page width = circle diameter. For example, the diameter of a circle of focus on an 8.5″ × 11″ sell sheet would be 8.5″ + 11″ = 19.5″. The position of the circle of focus on a page is flexible based on content and other design factors.
  • Use the circle of focus as a holding device for photography or color.
  • Use it prominently on all print covers and in interior print layouts.
  • It is not necessary to use the circle of focus on every spread in a multiple-page document. The circle of focus should not be used if it will detract from the overall impact of the piece.
  • The circle of focus is not well suited for small digital or print advertisements/collateral.

Incorrect use: Circles of focus

Do not:

Use a white or colored “swoosh” around the circle of focus

Use a “swoosh” instead of the circle of focus

Use too many circles

Add a stroke to the circle

Also, do not:
  • Use the circle of focus if it will detract from the overall impact of the piece
  • Use the circle of focus in pieces in which it is not well suited, such as small digital or print advertisements/collateral

Circles of innovation specifications and use

This distinctive pattern of circles suggests information, technology, energy, and motion. This unique element makes the IDEXX visual identity recognizable and distinctive.

We avoid using circles of innovation when designing for the web to maintain clean design with responsive screens. Application of the circles of innovation is not required on every design. But when applying them, to maintain a consistent look, follow these best practices.

  • Circles of innovation width equals the width of “EXX” of the logo. (Logo size is determined with this formula: [page width + page height] ÷ 12.)
  • Placement of circles of innovation should be one “I” space away from the edge of the page, as determined by proper logo size.
  • Because the pattern contains multiple transparencies, do not use if the medium will not allow for high-quality reproduction (e.g., fax, pad printing).
  • Use the circles of innovation as an introductory element.
  • Always apply the circles of innovation vertically spanning the full height of the artboard or distinct area. Exceptions to this should be approved by Marketing Communications.
  • Use only the white version of the circles of innovation on the front of a piece of collateral.
  • Use only the white version of the circles of innovation over photography.
  • Do not place text over the circles of innovation.
  • The only time the circles of innovation appear in (their business) color is on the back of large- and medium-sized brochures and never over photography.

Incorrect use: Circles of innovation

Do not:

Stretch the circles of innovation

Use the circles of innovation horizontal or at an angle

Fill the full artboard with the circles of innovation

When used on photography, place over eyes or other essential areas

Stop the circles of innovation short

Use the circles of innovation on less than 50% of the artboard height

Apply the circles of innovation over type, the logo, or silhouetted product photos