BRAND

STANDARDS
MANUAL
VERSION 1.0 | JANUARY 2015

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 TABLE OF CONTENTS
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
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4.0 Photography This manual is also available on the
Rahal website as a downloadable
4.1 Photography Overview PDF that can be viewed using Adobe
4.2 Photography for Before & After, Acrobat Reader (Mac or PC based).
In-Clinic, and Procedures
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
1
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 1.0

USING
THIS
MANUAL

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 1.0 USING THIS MANUAL
1 USING THIS MANUAL
2 INTRODUCTION
3 USING THE VISUAL IDENTITY
4 PHOTOGRAPHY
5 EDITORIAL GUIDELINES
6 BRAND APPLICATIONS

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
As a user of this guide, please take
a moment to review all aspects of
Permission/Release of the this manual and where possible,
Rahal Logo Assets ensure compliance to the standards
set forth.
This manual establishes a basic foundation for

provides a recognizable and memorable presence in developing marketing and communications materials,

the minds of the people and organizations with whom but we acknowledge that these standards cannot

we seek to communicate. address every situation that may arise. Any questions
regarding these guidelines, requests for logo files, or
It is incumbent on all stakeholders who make use of the brand communication aids should be directed to:
Rahal brand to follow the provided brand guidelines.
The effectiveness of the brand is contingent on the Tara Port, General Manager
people who use itand use it well. 613.739.3044 ext. 1800
tara@rahalhairline.com
In this manual, youll 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.

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 2.0

INTRODUCTION

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 2.0 INTRODUCTION
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 solutionsone patient, one
procedure, and one hair at a time.
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1 USING THIS MANUAL
2 INTRODUCTION
3 USING THE VISUAL IDENTITY
4 PHOTOGRAPHY
5 EDITORIAL GUIDELINES
6 BRAND APPLICATIONS
Rahals identity is reflected in its
culture and its employees. Its up to
Our Solutions every employee to help bring our
company to life. When properly
Our hair loss solutions are, have been, and always will
realized, a company is more than
be about quality. Our core solution is undetectable
follicular unit hair transplants, which we support with
brick and mortar, its an entire
FDA-approved medications and hair loss concealers.
personality our patients can relate
to.
We adopt the newest treatments only when theyve
proven themselves through sound medical science to
us and to our patients.
Our Results
Weve built our success around the Rahal Hairline.
But it isnt 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.
5
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 2.0 INTRODUCTION
2.1 The Rahal Identity (continued)
Our Patients
Were 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 arent 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.
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1 USING THIS MANUAL
2 INTRODUCTION
3 USING THE VISUAL IDENTITY
4 PHOTOGRAPHY
5 EDITORIAL GUIDELINES
6 BRAND APPLICATIONS
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 Dr. Rahal serves patients from
all points on the globe from his
Our team is committed to continuous education and leadership,
offices in Ottawa and Toronto.
and every team member brings unique skill sets to our clinics,
He has performed over 5,000 hair
acting as a well-oiled machine with a passion for delivering results.
surgeries, pioneering and perfecting
Our team is driven to deliver the personal care that has come to techniques such as the Rahal
define the Rahal experience. MegaSession, during which he
routinely transplants up to 7,000
Our Facilities grafts per session. He performed the
first robotic hair transplant surgery
Our state-of-the-art medical facilities are designed around patient
in Canada, as featured on the
comfort. Outside of our clinics, we provide a community for
Discovery Channel.
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.
6
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 2.0 INTRODUCTION 1 USING THIS MANUAL
2 INTRODUCTION
3 USING THE VISUAL IDENTITY
4 PHOTOGRAPHY
5 EDITORIAL GUIDELINES
6 BRAND APPLICATIONS

2.2 Brand Character

Brand attributes are a set of characteristics

that identify the visual, verbal and - Continued commitment to professional development and lifelong learning.
LEADERSHIP
behavioral traits of the organization, in the
PASSIONATE - Following the highest standards for techniques and technologies in the
same manner that physical, character, and industry through specialization and training.
INNOVATIVE
personality attributes are used to identify - Employing only proven sound medical science in hair loss solutions.
PROGRESSIVE
individuals. To this end, the following are the
- Pioneering and honing the artistic techniques required for youthful,
brand attributes of Rahal: natural hairline designs.
- The drive to constantly improve comes from the experience and

QUALITY passion for delivering results that change patients lives.

INTEGRITY COMMITMENT
- Focus on educating TRUSTWORTHY EXPERIENCED - Placing highest priority on patients on their overall experience.
patients about their hair It carries over to exceptional customer service, the red carpet
HONEST SERVICE-FOCUSED
loss and solutions. Doing treatment, regular follow-ups, and a Growth Guarantee to
away with the idea that one TRANSPARENCY REPUTABLE
ensure patients success.
size fits all when it comes to
- Listening to the patients needs and giving them the best,
patient needs.
most honest advice possible.
- The Rahal team is committed to continuous
- Growing our practice, opening new clinics and bringing in new
education and leadership, and every team member brings
doctors to meet the world-wide presence of our patients.
unique skill sets to our clinics, acting as a well-oiled machine with a
passion for delivering results.

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 2.0 INTRODUCTION 1 USING THIS MANUAL
2 INTRODUCTION
3 USING THE VISUAL IDENTITY
4 PHOTOGRAPHY
5 EDITORIAL GUIDELINES
6 BRAND APPLICATIONS

2.3 The Rahal Logo

The Rahal logo is an emblematic representation of
Rahals brand and is highly instrumental in how it is
recognized and perceived by its 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. U
 se only the logos provided in conjunction with the
brand manual, without modification, rotation, or
simulation;
2. T
 o preserve the integrity of the logo, it must not be
combined with other elements to create a new symbol
or image;

3. T
 o protect the integrity, legibility, and impact, do not
Icon
Wordmark reproduce at sizes smaller or without the proper
protective space than the amounts outlined in this
manual;

4. A
 pply the logo to all websites, publications,
advertisements, presentation materials, marketing
collateral, and business stationery (both print and
electronic); and

5. U
 se the logo only once per surface, page, or
web page.

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 3.0

USING
THE VISUAL
IDENTITY

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 3.0 USING THE VISUAL IDENTITY 1 USING THIS MANUAL
2 INTRODUCTION
3 USING THE VISUAL IDENTITY
4 PHOTOGRAPHY
5 EDITORIAL GUIDELINES
6 BRAND APPLICATIONS

3.1 Logo Variations Parent Logo

1. Rahal_ParentLogo_CMYK
2. Rahal_ParentLogo_Black
1. Positive Color Logo 3. Rahal_ParentLogo_Greyscale
Use the 4-color CMYK positive logo whenever possible. This 4. Rahal_ParentLogo_CMYK_Reversed
logo is intended for use on a white- or light-colored background. 5. Rahal_ParentLogo_Solid White_Reversed

See Section 3.3 for Naming Convention.

2. Positive Black Logo
Use this version for instances where technical or color limitations
prevent the use of the primary color version.

3. Positive Grayscale 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.

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3 USING THE VISUAL IDENTITY
4 PHOTOGRAPHY
5 EDITORIAL GUIDELINES
6 BRAND APPLICATIONS

3.1 Logo Variations (Continued) Rahal FUE Logo TM

1. Rahal_FUE_CMYK
2. Rahal_FUE_Black
1. Positive Color Logo 3. Rahal_FUE_Greyscale
Use the 4-color CMYK positive logo whenever possible. This 4. Rahal_FUE_CMYK_Reversed
logo is intended for use on a white- or light-colored background. 5. Rahal_FUE_Solid White_Reversed

See Section 3.3 for Naming Convention.

2. Positive Black Logo
Use this version for instances where technical or color limitations
prevent the use of the primary color version.

3. Positive Grayscale 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.

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2 INTRODUCTION
3 USING THE VISUAL IDENTITY
4 PHOTOGRAPHY
5 EDITORIAL GUIDELINES
6 BRAND APPLICATIONS

3.1 Logo Variations (Continued) Rahal MegaSession Logo TM

1. Rahal_MegaSession_CMYK
2. Rahal_MegaSession_Black
1. Positive Color Logo 3. Rahal_MegaSession_Greyscale
Use the 4-color CMYK positive logo whenever possible. This 4. Rahal_MegaSession_CMYK_Reversed
logo is intended for use on a white- or light-colored background. 5. Rahal_MegaSession_Solid White_Reversed

See Section 3.3 for Naming Convention.

2. Positive Black Logo
Use this version for instances where technical or color limitations
prevent the use of the primary color version.

3. Positive Grayscale 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.

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2 INTRODUCTION
3 USING THE VISUAL IDENTITY
4 PHOTOGRAPHY
5 EDITORIAL GUIDELINES
6 BRAND APPLICATIONS

3.1 Logo Variations (Continued) Icon Only

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

See Section 3.3 for Naming Convention.

1. Positive Color Logo 2. Positive Black Logo 3. Positive Grayscale Logo

Use the 4-color CMYK positive Use this version for instances where Use this version for instances
logo whenever possible. This technical or color limitations prevent where technical or color limitations
logo is intended for use on a white- the use of the primary color version. prevent the use of the primary color
or light-colored background. 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.

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 3.0 USING THE VISUAL IDENTITY
3.1 Logo Variations (Continued)
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Stacked Logo with Tagline
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 when for instances where technical or color
limitations prevent the use of the primary color version.
3. Reversed Solid White Logo
Use the white logo version when reproduction issues may
arise with the color logo.
1 USING THIS MANUAL
2 INTRODUCTION
3 USING THE VISUAL IDENTITY
4 PHOTOGRAPHY
5 EDITORIAL GUIDELINES
6 BRAND APPLICATIONS
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
See Section 3.3 for Naming Convention.
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3.1 Logo Variations (Continued)
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Horizontal Logo with Tagline
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 when for instances where technical or color
limitations prevent the use of the primary color version.
3. Reversed Solid White Logo
Use the white logo version when reproduction issues may
arise with the color logo.
1 USING THIS MANUAL
2 INTRODUCTION
3 USING THE VISUAL IDENTITY
4 PHOTOGRAPHY
5 EDITORIAL GUIDELINES
6 BRAND APPLICATIONS
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 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
See Section 3.3 for Naming Convention.
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2 INTRODUCTION
3 USING THE VISUAL IDENTITY
4 PHOTOGRAPHY
5 EDITORIAL GUIDELINES
6 BRAND APPLICATIONS

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)
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
3. Tagline (Three Line) Rahal_TaglineOnly_Black_3Lines
The 4-color CMYK tagline on three lines is to be used when more Rahal_TaglineOnly_White_3Lines
of a graphic punch is needed. A black positive version and a white
See Section 3.3 for Naming Convention.
reversed version is also acceptable to use, as long as the legibility
is not compromised. (Section 3.5)

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2 INTRODUCTION
3 USING THE VISUAL IDENTITY
4 PHOTOGRAPHY
5 EDITORIAL GUIDELINES
6 BRAND APPLICATIONS

3.2 File Formats

Rahal has created a wide and
comprehensive variety of logo
EPS (Vector Files): EPS format allows high-quality PNG: PNGs have been provided with a transparent formats. For best reproduction
print reproduction. EPS files can be scaled to any size background and should never be scaled larger. PNG files results, it is important that the
without sacrificing image quality. You may use these files have been provided at 11 width at 72 dpi in RGB color appropriate file format be utilized.
in page layout and graphics programs for print projects. format. This format is ideal for web or email applications
and for all types of users. Note: JPG, TIFF and PNG logo
Additionally, EPS format files may also be used to create
versions will lose resolution if the
files in any of the other image formats at exactly the sizes logo is increased in size. To maintain
required. a resolution quality of 300 dpi for
print production purposes, it is
TIFF: TIFFs can be used when a variable size is not 3.3 Naming Convention recommended that the EPS version
necessary for print. TIFFs have been provided with a be used.
transparent background, and should never be scaled
larger. TIFF files have been provided at 11 width at RAHAL-MegaSession_CMYK_Reversed.jpg
300 dpi in CMYK color format. This format is ideal for
printing, to be used by designers and printers.
Identifier Brand Color Background Format
ParentLogo CMYK Reversed .EPS
JPG: JPGs are a non-editable bitmap file which lose
FUE RGB Stacked .JPG
quality as they increase in size. A lower quality version MegaSession Greyscale Horizontal .TIF
is provided set to 50% of the size of the TIFFs at 300 Parent Tagline Black 1 Line .PNG
Tagline Only Solid White 2 Line
dpi in RGB color mode. JPGs do not have a transparent
Icon Only 3 Line
background. This format is ideal for daily use, such as
presentation materials, reports, business forms, etc. It is
ideal for all types of users.

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3 USING THE VISUAL IDENTITY
4 PHOTOGRAPHY
5 EDITORIAL GUIDELINES
6 BRAND APPLICATIONS

3.4 Color Palettes

Colors are integral to the visual
identity, and consistency is essential.
Primary Pantone Process color Red/Green/Blue Hexadecimal
(PMS) (CMYK) (RGB) (HEX) To ensure the consistency of our
visual identity, specifications
PMS 8383 C34 M36 Y66 K5 R167 G148 B103 A79467 for each color are provided for
use in print, web, and electronic
Process Black C0 M0 Y0 K100 R44 G42 B41 2C2A29
presentation applications. Please
note that screen and laser-printer
color is not necessarily an accurate
representation of actual colors due

Secondary Pantone Process color Red/Green/Blue Hexadecimal to variances in monitor and printer
(PMS) (CMYK) (RGB) (HEX) calibrations.

PMS 7468 C90 M18 Y7 K29 R0 G115 B152 007398 P

 antone Matching System (PMS)

colors and CMYK values are

PMS 5425 C45 M16 Y29 K24 R122 G153 B172 7A99AC provided for print applications.

PMS 5615 C52 M16 Y52 K54 R94 G116 B97 5E7461 W
 eb safe hexadecimal (HEX) values

are provided for web use.

PMS 414 C13 M8 Y17 K26 R168 G169 B158 A8A99E

R
 GB values are provided
PMS 417 C33 M23 Y35 K63 R101 G102 B92 65665C
for electronic presentation
PMS 7562 C8 M29 Y66 K19 R189 G155 B96 BD9B60 applications.

PMS 4715 C17 M59 Y60 K45 R149 G108 B88 956C58

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3 USING THE VISUAL IDENTITY
4 PHOTOGRAPHY
5 EDITORIAL GUIDELINES
6 BRAND APPLICATIONS

3.5 Logo Placement

Color Backgrounds Shown below are

Here are examples of the correct way to place the
Rahal logo on a variety of background colors. Its
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
the only approved
Picture Backgrounds
background color Below is an example of the correct way to
tints.
place the Rahal logo on a picture background.
When using the logo on an image background,
15 20 25 30 %
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).
15 20 25 30 %

supports the minimum clear-space requirements

(Section 3.6).
100 90 85 80 %
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 100 90 85 80 %
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%.
100 90 85 80 % DO NOT place
the logo on any
subject in the photo
100 90 85 80 % or where the logo
may lose visibility.

100 90 85 80 %

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6 BRAND APPLICATIONS

3.6 Clear-Space Requirements

x
Always surround the Rahal logo and all its variations with
the amount of clear-space shown to ensure that the logo x
is easily identifiable as well as visible and legible wherever
x x
it appears. Clear-space is the minimum breathing room
maintained around the logo.
x
The clear-space around the logo is equal to the cap height
of the word RAHAL. Do not position any text, graphic Recommended Clear-Space x

elements, or other visual marks inside the recommended

clear space.

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5 EDITORIAL GUIDELINES
6 BRAND APPLICATIONS

3.7 Minimum Size Requirements

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-ups aspect ratio when scaling.

Parent Logo FUE Logo

TM
Mega Session Logo TM

Minimum size of 0.2" height. Minimum size of 0.25" height. Minimum size of 0.25" height.

Stacked Logo with Tagline Horizontal Logo with Tagline

Minimum size of 0.2" height.

Minimum size of 0.34" height.

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3.8 Unacceptable Alterations
DO NOT change the color
of any elements in the logo.
DO NOT use the logo at a
percentage of the color.
DO NOT change the
proportion of any one element.
RAHAL BRAND STANDARDS MANUAL
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DO NOT change the logos DO NOT add drop shadows
aspect ratio.
DO NOT move the
placement of the icon.
DO NOT use the logo in a
holding box or other shape.
| VERSION 1.0
DO NOT rotate the logo.
or other effects to the logo.
DO NOT completely
remove the icon.
DO NOT apply a stroke
around the logo.
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5 EDITORIAL GUIDELINES
6 BRAND APPLICATIONS
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.
.TLD
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.
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6 BRAND APPLICATIONS

3.9 Typefaces
The Rahal fonts have been selected
to provide clarity and legibility,
Primary Typeface
distinctiveness, and also to reflect
Contained within the Rahal logo, Rotis Serif 55 Roman is used to typeset the word Rahal. The varying weights of Rotis the tones and emotions associated
Serif can be used for bold short headlines, or in sentence case, for longer, friendly headers. It is for display and advertising with its story.
purposes and not for extended amounts of text/body copy.
The typography within the Rahal

Rotis Serif - AbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz logo and wordmark is a customized

solution and should never be altered,
replicated or rebuilt.

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

Default Typeface
The Arial typeface may be used for internally produced documents, forms, reports and web-based initiatives due to its
widespread availability. Variations such as italics and bold are acceptable for adding selective graphic punch to the document.

Arial - AbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz

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5 EDITORIAL GUIDELINES
6 BRAND APPLICATIONS

3.10 Brand Character

The Rahal identity has been strategically designed to Open and airy layouts
showcase a brand character that is bold, masculine, and Ample negative space should remain in all design
high-end, with hints of refinement and trendiness. solutions created.

Small hits of color Clean simple lines/shapes

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.
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 Graham wanted a
places them in the grid above, below permanent solution
or beside the content. that looks natural.
Limited amounts of text on imagery
Read Grahams Story
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.

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 4.0

PHOTOGRAPHY

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4 PHOTOGRAPHY
5 EDITORIAL GUIDELINES
6 BRAND APPLICATIONS

4.1 Photography Overview

The Rahal brand is dependent on good quality images that help

distinguish the brand, tell its story, and ultimately draw more interest.

When planning for Subject Matter Style Scale

photography, primary Experiential Bright tonal range F
 oreground: Clearly focused on one
objectives include: Optimistic and warm Clear/sharp focus on subject matter subject matter involved in a daily
Natural lighting (no extensive activity, moderate smiles and looking
Real life (not posed or staged)
Reflect authenticity and quality; at camera is acceptable
Singular subject matter per image photo-retouching)
Engage the viewer; Clean, simple areas of negative M
 iddle: Clearly focused on mid-
space range view of an experience in action
Deliver impact;
Subtle depth of field with soft blends B
 ackground: Serves as a backdrop
Tell a story; for the environment in which
of backgrounds
Capture a moment in time; experience occurs and should ideally
be without high contrast elements
Include relatable subjects
or harsh lighting
to the demographics;

Feature the hairline and facial

framing prominently; and

Highlight the positive end results

of the hair transplantation
procedure.

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4.0 PHOTOGRAPHY
4.1 Photography Overview (continued)
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
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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.
| VERSION 1.0
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
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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.
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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 Graham wanted a
photo.
Interaction of text overlaid on the
permanent solution
active lifestyle photo in combination that looks natural.
with the placement of clinical
Before & After examples and CTA
statement are positive use of the
visual brand. Read Grahams Story
Photographs should be large enough
to support the elements contained
within them, both in terms of
visibility and legibility.

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 patients
level of consent. The photos should
still be clinically illustrative of the
patients results.
If the patients face is obscured,
use a mosaic filter to preserve their
silhouette, shape, and personality
while still hiding identifying features.
Dont 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)

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.

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 5.0

EDITORIAL
GUIDELINES

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5.0 EDITORIAL GUIDELINES
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 were 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.
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This editorial style guide is designed
to help Rahal maintain consistency
Guides of record and professionalism in all of our
communications.
The editorial style guide is derived from the Chicago
Manual of Style, 16th ed. Without exception, where the Maintaining consistency across
Rahal editorial guide covers a specific rule, the Rahal communications is fundamental
guide supersedes Chicago. Where no rule is listed, to creating a sense of Rahals
corporate identity in the minds of
consult Chicago.
our stakeholders.
The editorial style guide requires Websters Third New
International Dictionary as the final authority on spelling,
to be supplemented with Merriam-Websters 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 isnt 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.
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5.2 Editorial Voice
Rahals 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 cant swim for
two weeks, but its much more positive for people to
hear.
Our voice is professional. Its 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.
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Our voice is open. Rahal isnt just in the business of
hair transplants, were 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.
friend.
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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
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5.3 Common Grammar, Syntax, and Usage

Grammar consists of the rules
governing how words are put
Preferred spelling Correct spelling Incorrect spelling together to form sentences. Syntax
The English language comes in Hair color Hair colour consists of the rules describing how

multiple varieties and dialects, none that sentence is formed. Usage is

of them strictly codified. Rahals
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.
Hair caliber
Operating theater
Local anesthesia
We honor our Growth Guarantee
Well treat 120 square centimeters
Mix 60 milliliters of baby shampoo. . .
Side effects may include: Diarrhea. . .
Dr. Rahal would like to see more photos. . .
Hair calibre
Operating theatre
Local anaesthesia
We honour our Growth Guarantee
Well treat 120 square centimetres
Mix 60 millilitres of baby shampoo. . .
Side effects may include: Diarrhoea. . .
Dr Rahal would like to see more photos. . .
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.

See Section 6.1 for dictionaries

dealing with matters of spelling.

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5.3 Common Grammar, Syntax, and Usage (continued)

Active and passive voice Exceptions to 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 patients hair.
Passive voice: Our patients hair was restored by Dr.
Rahal.
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.

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 its not therefore
mandatory to completely avoid the passive voice
in written material. Sentences in the passive voice
shouldnt exceed 10% of sentences in the document.

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5.3 Common Grammar, Syntax, and Usage (continued)
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 dont. Similarly, less
common contractions light ought notoughtnt or I would
haveIdve look and sound awkward, and should also be after that, remember to wash the chlorine, open water
avoided.
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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
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 cant.
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5.3 Common Grammar, Syntax, and Usage (continued)

Prepositions ending a sentence Split infinitives

Similar to beginning a sentence with a conjunction, An infinitive verb is a verb that in its principal form may
its acceptable to end a sentence with a preposition. be preceded by to. Infinitives are versatile verbs that
For example, What did you step on? ends on the people use naturally in daily speech.
preposition on, but the alternativeOn what did you
Split infinitives are perfectly acceptable and in many
step?sounds unwieldy and pedantic.
cases are more desirable than the alternative.
Prepositions should be chosen based on whether or not
With split infinitive: We expected to more than double the
theyre necessary for the sentence, and this is true no
patients actual grafts.
matter where in the sentence they appear: My work fell
off of the desk does not require the preposition of, it is Without split infinitive: We expect the patients actual
still grammatically correct and uses fewer words when grafts to double or more.
the sentence is written My work fell off the desk.
Both are grammatically acceptable, but the former is
Last, phrasal verbs, or verbs which are composed of much smoother and more conversational than the latter.
multiple words and end in adverbs or prepositions, are
always acceptable to end a sentence on.

Example: My hairs started to fall out.

Out is the preposition in the phrasal verb fall out.

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5.4 Punctuation and Typographic Marks
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 patients results.
Incorrect comma use: I invited the technicians, Dr. Rahal
and Tara to see the patients results.
The above examples demonstrate the disambiguation
from using the serial comma. Its 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.
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Punctuation structures the sentence
and guides the reader through
Correct comma use: Our patient ate toast, eggs, and
it. Using consistent and clear
peanut butter and jam for breakfast at the guest house punctuation is important.
before his procedure.
The omission of a single comma can
Where {toast}, {eggs}, and {peanut butter and jam} are lead to confusion, or an improperly
each their own entity, peanut butter and jam does not used ellipsis can make it look like
text was cut out or hidden from the
need a comma after the conjunction and that joins them;
reader.
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.
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5.4 Punctuation and Typographic Marks (continued)

Ampersands Hyphens, dashes, and the minus sign

Ampersands (the & symbol) should only be used in the
most informal of settings, with few exceptions.
Ampersands should be used:
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,

W
 hen they are a part of a proper noun, such as a such as email, where single hyphens may be used in lieu

company name like Marks & Spencer; of dashes.

W
 hen abbreviating such a noun down to an initialism The three types of hyphens and dashes are:
as the initial for the conjunction and, such as AT&T
(not ATAT or ATT); T
 he hyphen-minus (-)

W
 hen abbreviating a common phrase, such as R&D for T
 he en dash ()
research and development; and The em dash ()
W
 hen expressing a natural grouping where
The hypen-minus
conjunctions already exist, as in the case This show
For modern purposes, the hyphen and minus sign may be
was produced by John Smith and Tom Brown & Harry
combined into the familiar hyphen-minus (-) familiar to
Jones, where {Brown and Jones} are a partnership
computer keyboard users.
working in collaboration with {Smith}.
Hyphens are used to denote compound words, where
When using ampersands in abbreviations and initialisms
they may aid readability and understanding.
such as AT&T and R&D above, omit spaces to either side
of the ampersand. Correct use of hyphen: Large-print paper
No hyphen creates ambiguity: Large print paper

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5.4 Punctuation and Typographic Marks (continued)
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 its 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.
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The en dash should not be used where the range pair its
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 1020 last night.
As a typographic mark for the word to: I rode the Ottawa
Toronto train.
But not: I read from pages 1020 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 OttawaToronto.
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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5.4 Punctuation and Typographic Marks (continued)
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 textsuch as thisthat 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 textI personally hate
thatas 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.
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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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5.4 Punctuation and Typographic Marks (continued)
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; thats the purpose of an ellipsis (. . .), and an quote, use a comma inside the quote.
em dash used in that manner is considered confusing, as
it doesnt clearly illustrate that text has been omitted.
Correct ellipsis use: The em dash should not be used to
indicate omitted text . . . as it doesnt clearly illustrate John said.
that text has been omitted.
Incorrect ellipsis use: The purpose of an ellipsis . . . is
considered confusing, as it doesnt clearly illustrate that
text has been omitted.
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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 didnt 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 doesnt end after the
Example: I was starting to lose my hair, so I asked why
not?
Example: My coworkers couldnt believe the difference,
Example: John said, My coworkers couldnt believe the
difference.
Whenever possible, use smart or typographers quotes.
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5.0 EDITORIAL GUIDELINES
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.
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Numbers, figures, and dates arent
there to force people to think;
Digits vs. spelling numbers rather, theyre there to help the
reader readily digest big pieces of
Marketing communications
information as easy as possible.
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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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: Weve just placed your 1,000th graft!
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
industryjust 1%!
Incorrect percentage: Our transection rate is the lowest in the
industryjust one percent!
Monetary units
Always use digits to represent currency, and use separators
and decimal points as outlined above.

When expressing ordinal numbers with digits, always
use the r or n before the d.
Correct ordinal: Thats our 22nd patient this month.
Incorrect ordinal: Thats our 22d patient this month.
When expressing ordinal numbers with digits, do not
superscript the letters of the ordinal.
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).

Correct ordinal: Thats our 22nd patient this month.

Example: Dr. Rahals patients invest about $10,000 CAD in the
Incorrect ordinal: Thats our 22nd patient this month.
procedure; thats around $8,500 USD.

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5.5 Numbers, Figures, and Dates (continued)

Dates Roman numerals

Marketing communications Arabic numerals are required in all circumstances except
Spell out months in their entirety. Use digits for days and for personal names. To reduce clutter and make sure
years. When writing the year, always write the year with personal names clearly stand out from surrounding
four digits. If including the name of the day, spell it out. information, use Roman numerals to indicate personal
names with ordinal numbers.
Correct marketing date: Your procedure is scheduled for
Thursday, February 5th, 2015. Correct use: John Smith III came to us after his father,
John Smith II, had a great result.
Incorrect marketing date: Your procedure is scheduled for
Thu, Feb 5, 2015. Incorrect use: John Smith the Third came to use after his
father, John Smith the Second, had a great result.
Clinical communications
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.

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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.
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
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.

Email addresses
Bold text
When typing email addresses, set the email address
Bold text should be used when the readers attention
entirely in lowercase: matthew@rahalhairline.com
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.

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5.6 Type and Styling (continued)

Email signatures Geographic names

Email signatures should be consistent across the board.
Use Arial for email signatures (see Section 3.9).
Tara Port, General Manager
RahalRestoring more than just hair
613.739.3044 ext. 1800 | tara@rahalhairline.com
RahalHairline.com
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
Telephone numbers
2081 Merivale Rd.
Marketing communications Suite 1300
When typing telephone numbers, separate each element Ottawa, ON
with periods: 613.739.3044, 1.877.551.2171 K2G 1G9

Clinical communications Street suffixes should always be abbreviated and

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
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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