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Brand Guidelines Autoimmunity
Brand Guidelines Autoimmunity
3
Intro Content Phadia Autoimmunity Product Brands ContactSummaryPhadia Laboratory Systems
The new Phadia Autoimmunity naming, branding and key visual logo concept provides a recognizable design system to create a strong impact and to appeal our customers, our financial stakeholders and even the public.
It builds a highly recognizable brand structure and at the same time offers all the options to be flexible enough to meet the challenges of today‘s market.
This continuity of style and structure will allow us to reinforce the premium medical, high-tech image that Phadia conveys.
The following pages illustrate the consistent look we want to achieve.
Discover the new Phadia design world.
Intro
4
Intro Content Phadia ContactSummaryAutoimmunity Product BrandsPhadia Laboratory Systems
Phadia 5• Story 6
• Overview 7
• Brand Architecture 8
• Corporate Brand 11
• Logo Usage 13
• Colors 16
• Typography Print 17
• Typography Office 18
Phadia Laboratory Systems 19• Story 20
• Overview 21
• Phadia 100/250/2500/5000 22
• Phadia P 23
• Logo Usage 24
• Colors 27
• Typography Print 28
• Typography Office 29
Content
Autoimmunity Product Brands 30• Story 31
• Overview 32
• EliA 33
• PlexA 37
• VarelisA 41
• Logo Usage 45
• Colors 48
• Typography Print 49
• Typography Office 50
Summary 51Contact 53
OverviewStory Brand Architecture Corporate Brand Logo Usage Colors Typography
5
Content PhadiaIntro ContactSummaryAutoimmunity Product BrandsPhadia Laboratory Systems
Phadia
OverviewStory Brand Architecture Corporate Brand Logo Usage Colors Typography
6
Content PhadiaIntro ContactSummaryAutoimmunity Product BrandsPhadia Laboratory Systems
Looking back
• With almost 40 years of scientific expertise, Phadia is the global leader in allergy and asthma diagnostics and the emerging leader in autoimmunity diagnostics.
• We are a company rooted in our values, values that instill excellence, passion, integrity and leadership in everything we do.
Looking forward• Our ambition is to dramatically improve the management of allergy, asthma,
and autoimmune diseases by providing healthcare professionals with superior diagnostic techno logies and clinical expertise.
• We are driven by our vision to make diagnostic technology available to everyone.• We are a company with the ultimate goal of improving the lives of people around
the world through superior testing technology.
Phadia story
OverviewStory
7
Content PhadiaIntro ContactSummary
Brand Architecture Corporate Brand Logo Usage Colors Typography
Autoimmunity Product BrandsPhadia Laboratory Systems
Phadia Overview
Autoimmunity AllergyPhadia
Laboratory Systems
Overview Brand Architecture
8
Content PhadiaIntro ContactSummary
Story Corporate Brand Logo Usage Colors Typography
Autoimmunity Product BrandsPhadia Laboratory Systems
Brand Architecture
Simplifying the existing brand architecture
In practice this means:1) Always use the company name “Phadia” as the most important brand.
The tagline for Phadia is an optional tagline that should not be used together with other product taglines. It can be used in, for example, corporate communication to financial stakeholders or communication to consumers in countries where product communication to consumers is not allowed.
The logotype should be used with the tagline whenever possible.
2) Promote the brands for the autoimmunity tests or the Phadia Laboratory Systems by using the corresponding logotype.
Overview Brand Architecture
9
Content PhadiaIntro ContactSummary
Story Corporate Brand Logo Usage Colors Typography
Autoimmunity Product BrandsPhadia Laboratory Systems
Brand Architecture
Simplifying the existing brand architecture
To simplify the brand architecture, the logo representing the autoimmunity line brand will be eliminated. The grey EliA logotype should not be used any longer.
In future cases, please:
• Use the company name “Phadia” as the most important brand.
• Focus on the brands for Phadia Laboratory Systems and tests.
• Eliminate the grey “EliA – Excellence in Autoimmunity” as line brand.
Overview Brand Architecture
10
Content PhadiaIntro ContactSummary
Story Corporate Brand Logo Usage Colors Typography
Autoimmunity Product BrandsPhadia Laboratory Systems
Brand Architecture
Simplifying the existing brand architecture
The tagline can and should be used in combination with all the autoimmunity product brands.
Brand Architecture Corporate Brand
11
Content PhadiaIntro ContactSummary
OverviewStory Logo Usage TypographyColors
Autoimmunity Product BrandsPhadia Laboratory Systems
Brand Architecture Corporate Brand
12
Content PhadiaIntro ContactSummary
OverviewStory Logo Usage TypographyColors
Autoimmunity Product BrandsPhadia Laboratory Systems
logo without tagline
logo without tagline 100% black
logo with tagline tagline: 80% black
logo with tagline tagline: 80% black
logo without tagline reversed logo with tagline reversed
Corporate Brand Logo Usage
13
Content PhadiaIntro ContactSummary
Brand ArchitectureOverviewStory TypographyColors
Autoimmunity Product BrandsPhadia Laboratory Systems
There should be a minimum space around the logo and any other copy or images that is equivalent to the height of the letter “a” in the logo.
• To be clearly recognizable, the width of the logo should not be smaller than 20 mm• When scaling, ensure that the word “Phadia” and the tagline are considered together
Logo breathing space
Scaling and sizing
logo without tagline
logo with tagline
20 mm
Corporate Brand Logo Usage
14
Content PhadiaIntro ContactSummary
Brand ArchitectureOverviewStory TypographyColors
Autoimmunity Product BrandsPhadia Laboratory Systems
The logo can be placed on a colored background provided that it has enough contrast and legibility to make it recognizable.
Backgrounds
0% 20% 40% 60% 80% 100%
IdentIty guIdelInes 2010
resultsWelcome to a world of
in allergy & autoimmune disease diagnostics
Corporate
Corporate Brand Logo Usage
15
Content PhadiaIntro ContactSummary
Brand ArchitectureOverviewStory TypographyColors
Autoimmunity Product BrandsPhadia Laboratory Systems
> The logo must not be placed on a background that will make it illegible
> The color of the logo must not be modified
> The logo must not be distorted in any way
> The relative size of the logo and tagline must not be modified
Logo restrictions
IdentIty guIdelInes 2010
resultsWelcome to a world of
in allergy & autoimmune disease diagnostics
Corporate
Logo Usage Colors
16
Content PhadiaIntro ContactSummary
Corporate BrandBrand ArchitectureOverviewStory Typography
Autoimmunity Product BrandsPhadia Laboratory Systems
PANTONE: 653 C
CMYK: 100/62/0/20
RGB: 0/78/143
Note that although the color of the logo should not be modified, different shades of grey can be used as a complement elsewhere in a document (e.g. for headings,lines and borders).
Colors
PANTONE: 425 C
CMYK: 0/0/0/80
RGB: 88/88/90
Colors Typography
17
Content PhadiaIntro ContactSummary
Logo UsageCorporate BrandBrand ArchitectureOverviewStory
Autoimmunity Product BrandsPhadia Laboratory Systems
Myriad ProLight Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Myriad ProCondensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Myriad ProSemibold Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Myriad ProLight Condensed Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Myriad ProCondensed Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Myriad Pro Semibold Condensed Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Typography Print
Colors Typography
18
Content PhadiaIntro ContactSummary
Logo UsageCorporate BrandBrand ArchitectureOverviewStory
Autoimmunity Product BrandsPhadia Laboratory Systems
Arial Narrow Regular
ABCDEFGHIJKLMN OPQRSTUVWXYZ
1234567890
Arial NarrowBold
ABCDEFGHIJKLMN OPQRSTUVWXYZ
1234567890
Typography Microsoft® Office
Arial NarrowItalic
ABCDEFGHIJKLMN OPQRSTUVWXYZ
1234567890
Arial NarrowBold Italic
ABCDEFGHIJKLMN OPQRSTUVWXYZ
1234567890
19
Intro Content Phadia ContactSummaryAutoimmunity Product BrandsPhadia Laboratory Systems
Story Overview Phadia 100/250/2500/5000 Phadia P Logo Usage Colors Typography
PhadiaLaboratory Systems
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Intro Content Phadia ContactSummaryAutoimmunity Product BrandsPhadia Laboratory Systems
Story Overview Phadia 100/250/2500/5000 Phadia P Logo Usage Colors Typography
Phadia Laboratory Systems are the most constantly present, visible and physically tangible part of the Phadia offering:• Specific use and capability is not functionally linked exclusively to one product brand of test or business unit.• Allergy and autoimmunity laboratory tests share the same platforms today and in the future.
Phadia Laboratory Systems are the common denominator of all Phadia tests:• Lab systems should be Phadia branded.• Simple naming distinctions only to differentiate their use and capabilities.
Story
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Intro Content Phadia ContactSummaryAutoimmunity Product BrandsPhadia Laboratory Systems
Story Overview Phadia 100/250/2500/5000 Phadia P Logo Usage Colors Typography
(new multiplex)
Overview
25025005000
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Intro Content Phadia ContactSummaryAutoimmunity Product BrandsPhadia Laboratory Systems
Story Overview Phadia P Logo Usage Colors TypographyPhadia 100/250/2500/5000
• Shared platform for allergy and autoimmunity laboratory tests• For laboratory use
/250/2500/5000
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Intro Content Phadia ContactSummaryAutoimmunity Product BrandsPhadia Laboratory Systems
Story Overview Phadia 100/250/2500/5000 Logo Usage Colors TypographyPhadia P
• P for multiPlex testing• Shared platform for multiplex assays (allergy and autoimmunity)• For laboratory use
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Intro Content Phadia ContactSummaryAutoimmunity Product BrandsPhadia Laboratory Systems
Story Overview Phadia 100/250/2500/5000 Phadia P Logo Usage Colors Typography
There should be a minimum space around the logo and any other copy or images that is equivalent to the height of the lower case in the logo.
• To be clearly recognizable, the height of the logo should not be smaller than 4 mm
Logo breathing space
Scaling and sizing
4 mm 4 mm
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Intro Content Phadia ContactSummaryAutoimmunity Product BrandsPhadia Laboratory Systems
Story Overview Phadia 100/250/2500/5000 Phadia P Logo Usage Colors Typography
The logo can be placed on a colored background provided that it has enough contrast and legibility to make it recognizable.
Backgrounds
IdentIty guIdelInes 2010
resultsWelcome to a world of
in allergy & autoimmune disease diagnostics
Corporate
26
Intro Content Phadia ContactSummaryAutoimmunity Product BrandsPhadia Laboratory Systems
Story Overview Phadia 100/250/2500/5000 Phadia P Logo Usage Colors Typography
> The logo must not be placed on a background that will make it illegible
> The color of the logo must not be modified
> The logo must not be distorted in any way
Logo restrictions
IdentIty guIdelInes 2010
resultsWelcome to a world of
in allergy & autoimmune disease diagnostics
Corporate
27
Intro Content Phadia ContactSummaryAutoimmunity Product BrandsPhadia Laboratory Systems
Story Overview Phadia 100/250/2500/5000 Phadia P Logo Usage TypographyColors
Please note that the color of the logos should not be modified!
PANTONE: 653 C
CMYK: 100/62/0/20
RGB: 0/78/143
Colors
PANTONE: Cool Grey 7C
CMYK: 0/0/0/40
RGB: 177/179/180
28
Intro Content Phadia ContactSummaryAutoimmunity Product BrandsPhadia Laboratory Systems
Story Overview Phadia 100/250/2500/5000 Phadia P Logo Usage Colors Typography
Myriad ProLight Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Myriad ProCondensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Myriad ProSemibold Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Myriad ProLight Condensed Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Myriad ProCondensed Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Myriad Pro Semibold Condensed Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Typography Print
29
Intro Content Phadia ContactSummaryAutoimmunity Product BrandsPhadia Laboratory Systems
Story Overview Phadia 100/250/2500/5000 Phadia P Logo Usage Colors Typography
Arial Narrow Regular
ABCDEFGHIJKLMN OPQRSTUVWXYZ
1234567890
Arial NarrowBold
ABCDEFGHIJKLMN OPQRSTUVWXYZ
1234567890
Typography Microsoft® Office
Arial NarrowItalic
ABCDEFGHIJKLMN OPQRSTUVWXYZ
1234567890
Arial NarrowBold Italic
ABCDEFGHIJKLMN OPQRSTUVWXYZ
1234567890
EliA™Story PlexA™ VarelisA™ Logo Usage Colors Typography
30
Intro Content Phadia ContactSummary
Overview
Autoimmunity Product BrandsPhadia Laboratory Systems
Autoimmunity Product Brands
EliA™Story PlexA™ VarelisA™ Logo Usage Colors Typography
31
Intro Content Phadia ContactSummary
Overview
Autoimmunity Product BrandsPhadia Laboratory Systems
Phadia offers high quality blood tests for the detection of disease-specific autoantibodies to aid in the diagnosis and in the disease management of autoimmune disorders.Our automated and easy-to-use autoimmune tests deliver standardized, precise and reliable results that support orientation in a difficult area of diagnostics.
Story
EliA™Story PlexA™ VarelisA™ Logo Usage Colors TypographyOverview
32
Intro Content Phadia ContactSummaryAutoimmunity Product BrandsPhadia Laboratory Systems
Autoimmunity Product Brands
(new multiplex)(existing range) (existing range)
EliA™Story PlexA™ VarelisA™ Logo Usage Colors TypographyOverview
33
Intro Content Phadia ContactSummaryAutoimmunity Product BrandsPhadia Laboratory Systems
EliA™Story PlexA™ VarelisA™ Logo Usage Colors TypographyOverview
34
Intro Content Phadia ContactSummaryAutoimmunity Product BrandsPhadia Laboratory Systems
Positioning statement• EliA is the trusted partner for clinical laboratories* that aspire to provide clinically
relevant and reliable detection of disease-specific autoantibodies in a timely and cost-efficient manner.
• EliA consistently delivers excellence in autoimmunity through constantly evolving, automated and standardized high quality analytic solutions.
* Comprising all laboratories handling blood tests (i.e. commercial, hospital and physicians‘ office laboratories)
EliA™Story PlexA™ VarelisA™ Logo Usage Colors TypographyOverview
35
Intro Content Phadia ContactSummaryAutoimmunity Product BrandsPhadia Laboratory Systems
Brand vision• EliA provides the ultimate in versatile, high capacity automation for accurate,
reliable and cost-effective autoimmunity analysis underpinned by an ongoing commitment in research and development.
Brand values• Excellence in automated autoimmunity• Versatile, accurate and reliable diagnostics• Essential and valued part of the diagnostic work-up• Backed by forward-thinking partners in analysis• 25 years of experience and broad use in over 3,000 laboratories in 60 countries
EliA™Story PlexA™ VarelisA™ Logo Usage Colors TypographyOverview
36
Intro Content Phadia ContactSummaryAutoimmunity Product BrandsPhadia Laboratory Systems
logo without tagline
logo without tagline 100% black
logo with tagline tagline: 60% black
logo with tagline tagline: 60% black
logo without tagline reversed logo with tagline reversed
Click here for the logo usage
the grey EliA logo is no longer existing!
Whenever an autoimmunity product brand logo cannot be applied, e.g. within running text, a capital A should be used for the final letter of the respective brandname.
EliA™Story PlexA™ VarelisA™ Logo Usage Colors TypographyOverview
37
Intro Content Phadia ContactSummaryAutoimmunity Product BrandsPhadia Laboratory Systems
EliA™Story PlexA™ VarelisA™ Logo Usage Colors TypographyOverview
38
Intro Content Phadia ContactSummaryAutoimmunity Product BrandsPhadia Laboratory Systems
Positioning statement• PlexA is an ideal solution for research-oriented specialists who recognize and wish
to explore the scientific value of new pattern recognition technology and its poten-tial for obtaining diagnostic insights in autoimmune testing.
• PlexA simultaneously detects multiple autoimmune markers from just one test sample using advanced new technology developed in collaboration with leading scientists and clinical specialists.
EliA™Story PlexA™ VarelisA™ Logo Usage Colors TypographyOverview
39
Intro Content Phadia ContactSummaryAutoimmunity Product BrandsPhadia Laboratory Systems
Brand vision• PlexA provides advanced simultaneous analysis of multiple autoimmune markers
to support research and provide pattern-based insights of high clinical and scienti-fic value in patient diagnosis, prognosis, treatment response and monitoring.
Brand values• Cutting edge / Leading edge• Smart, agile and responsive to specialist research and clinical needs• Leading light in advanced analytics, developed and endorsed by KOLs• Forward-thinking pioneer delivering real-world solutions• Rapid, reliable and serum-efficient across multiple test results
EliA™Story PlexA™ VarelisA™ Logo Usage Colors TypographyOverview
40
Intro Content Phadia ContactSummaryAutoimmunity Product BrandsPhadia Laboratory Systems
logo without tagline
logo without tagline 100% black
logo with tagline tagline: 60% black
logo with tagline tagline: 60% black
logo without tagline reversed logo with tagline reversed
Whenever an autoimmunity product brand logo cannot be applied, e.g. within running text, a capital A should be used for the final letter of the respective brandname.
Click here for the logo usage
EliA™Story PlexA™ VarelisA™ Logo Usage Colors TypographyOverview
41
Intro Content Phadia ContactSummaryAutoimmunity Product BrandsPhadia Laboratory Systems
EliA™Story PlexA™ VarelisA™ Logo Usage Colors TypographyOverview
42
Intro Content Phadia ContactSummaryAutoimmunity Product BrandsPhadia Laboratory Systems
Positioning statement• VarelisA is the well established microtiter plate (MTP) platform for clinical
labo ratories* that aspire to provide clinically relevant and reliable detection of disease-specific autoantibodies. VarelisA delivers reliability in autoimmunity through the use of state-of-the art antigens and long-proven test quality.
* Comprising all laboratories handling blood tests (i.e., commercial, hospital and physicians‘ office laboratories)
EliA™Story PlexA™ VarelisA™ Logo Usage Colors TypographyOverview
43
Intro Content Phadia ContactSummaryAutoimmunity Product BrandsPhadia Laboratory Systems
Brand vision• VarelisA serves as the long-proven classic MTP platform for accurate and reliable
autoimmunity analysis, preferred by laboratories with manual or semi-automated sample handling.
Brand values• Long-proven quality in autoimmune testing• Accurate and reliable diagnostics• Established manageable MTP standard method• Reliable workhorse• 25 years of experience and broad use in over 3,000 laboratories in 60 countries
EliA™Story PlexA™ VarelisA™ Logo Usage Colors TypographyOverview
44
Intro Content Phadia ContactSummaryAutoimmunity Product BrandsPhadia Laboratory Systems
logo without tagline
logo without tagline 100% black
logo with tagline tagline: 60% black
logo with tagline tagline: 60% black
logo without tagline reversed logo with tagline reversed
Whenever an autoimmunity product brand logo cannot be applied, e.g. within running text, a capital A should be used for the final letter of the respective brandname.
Click here for the logo usage
EliA™Story PlexA™ VarelisA™ Logo Usage Colors TypographyOverview
45
Intro Content Phadia ContactSummaryAutoimmunity Product BrandsPhadia Laboratory Systems
There should be a minimum space around the logo and any other copy or images that is equivalent to the height of the lower case in the logo.
• To be clearly recognizable, the width of the logo with tagline should not be smaller than 20 mm• When scaling the logo with tagline, ensure that the name and the tagline are considered together
Logo breathing space
Scaling and sizing
logo without tagline
logo with tagline
20 mm 16,5 mm 20 mm 11,2 mm 20 mm 20 mm
EliA™Story PlexA™ VarelisA™ Logo Usage Colors TypographyOverview
46
Intro Content Phadia ContactSummaryAutoimmunity Product BrandsPhadia Laboratory Systems
The logo can be placed on a colored background provided that it has enough contrast and legibility to make it recognizable.
Backgrounds
0% 20% 40% 60% 80% 100%
IdentIty guIdelInes 2010
resultsWelcome to a world of
in allergy & autoimmune disease diagnostics
Corporate
EliA™Story PlexA™ VarelisA™ Logo Usage Colors TypographyOverview
47
Intro Content Phadia ContactSummaryAutoimmunity Product BrandsPhadia Laboratory Systems
> The logo must not be placed on a background that will make it illegible
> The color of the logo must not be modified
> The logo must not be distorted in any way
> The relative size of the logo and tagline must not be modified
Logo restrictions
IdentIty guIdelInes 2010
resultsWelcome to a world of
in allergy & autoimmune disease diagnostics
Corporate
EliA™Story PlexA™ VarelisA™ Logo Usage Colors TypographyOverview
48
Intro Content Phadia ContactSummaryAutoimmunity Product BrandsPhadia Laboratory Systems
PANTONE: 556 C
CMYK: 35/0/20/30
RGB: 134/166/162
Please note that the color of the logos should not be modified!
Primary colors Secondary colors
PANTONE: 136 C
CMYK: 0/30/60/0
RGB: 248/195/115
PANTONE: Cool Grey 10C
CMYK: 0/0/0/60
RGB:135/135/135
EliA™Story PlexA™ VarelisA™ Logo Usage Colors TypographyOverview
49
Intro Content Phadia ContactSummaryAutoimmunity Product BrandsPhadia Laboratory Systems
Myriad ProLight Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Myriad ProCondensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Myriad ProSemibold Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Myriad ProLight Condensed Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Myriad ProCondensed Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Myriad Pro Semibold Condensed Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Typography Print
EliA™Story PlexA™ VarelisA™ Logo Usage Colors TypographyOverview
50
Intro Content Phadia ContactSummaryAutoimmunity Product BrandsPhadia Laboratory Systems
Arial Narrow Regular
ABCDEFGHIJKLMN OPQRSTUVWXYZ
1234567890
Arial NarrowBold
ABCDEFGHIJKLMN OPQRSTUVWXYZ
1234567890
Typography Microsoft® Office
Arial NarrowItalic
ABCDEFGHIJKLMN OPQRSTUVWXYZ
1234567890
Arial NarrowBold Italic
ABCDEFGHIJKLMN OPQRSTUVWXYZ
1234567890
51
SummaryIntro Content Phadia ContactAutoimmunity Product BrandsPhadia Laboratory Systems
Summary
52
SummaryIntro Content Phadia ContactAutoimmunity Product BrandsPhadia Laboratory Systems
Brand Architecture Autoimmunity
Phadia Laboratory Systems (Allergy and Autoimmunity)
Autoimmunity Product Brands
53
Summary ContactIntro Content Phadia Autoimmunity Product BrandsPhadia Laboratory Systems
Phadia GmbH
Munzinger Straße 779111 FreiburgGermanytel +49 (0) 761 47 805-0fax +49 (0) 761 47 805-120autoimmunity@phadia.comwww.phadia.com
Contact
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