welcome to our corporate identity guidelines · shop-apotheke identity logo primary colours 10...

Welcome to our Corporate Identity Guidelines

shop-apotheke.com

updated: 12/11/05

shop-apotheke Identity

Contents

LogoThe logoColour variationsLogo constructionGraduation constructionSecondary graduation constructionLogo positioningGraduation scalingExamplesPrimary coloursSecondary colours

TypographyPrimary fontsSecondary fontsPoint sizesHeadingsScreen fontsScreen fonts point sizes

Screen fonts headings

WebsitePrimary coloursColour tintsSecondary coloursGraphicsGraphics constructionButtonsTabsTabs continuedDividersFramesPictures and TextType styles & sizes

Numbers

j23456

131415161718

212223242526272829303132

StationaryBusiness cardLetterheadContinuation sheetCompliment slipDL EnvelopeDL Envelope with addressA4 Envelope

Support & Credits

35363738394041

shop-apotheke Identity 1

The logoColour variationsLogo constructionGraduation constructionSecondary graduation constructionLogo positioningGraduation scalingExamplesPrimary coloursSecondary colours

shop-apotheke Identity Logo

The logo

The ahop-apotheke logo may appear on itsown or with a yellow graduation.

shop-apotheke.com

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Colour Variations

The logo may only be used in the followingthree colour variations:

Colour

Greyscale (50% black)

Blackshop-apotheke.com

shop-apotheke.com

Logo Construction

The logo must always be appliedconsistently, with the two sizes of thetypeface kept in the ratio 3:2. (I.e. the x height of ‘.com’ is two-thirds the x height of ‘shop-apotheke’).

The text part of the logo is spacedproportionally away from the apotheke A.This space is equal to the width of the right-hand bar of the apotheke A, as shown.

shop-apotheke.com

Graduation construction

The apotheke A must always appear on aclear white background, with the yellowgraduation positioned as shown.

Please observe this rule and insure that noother graphic elements (such as text orimagery) intrude into the clear space zone. shop-apotheke.com

Clear space zone..............................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................

Secondary graduation construction

shop-apotheke.com

For certain applications the graduation canbe enlarged by adding this additional spaceto the top of the logo.

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Additional space

Logo Positioning

The logo must always be positioned in thetop left corner of an application but can bescaled proportionally.

shop-apotheke.com

Graduation scaling

shop-apotheke.com

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The graduation always extends to the rightto cover the full width of the application.The extension of the graduation is solidyellow.

shop-apotheke.com

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continues as solid yellow

Examples

The examples shown illustrate somepossible incorrect uses of the logo.

Correct: positioned in the top left corner with the required space from the logo to the edges

Incorrect: positioned too close to the edges

Incorrect: positioned too far from the left edge

Incorrect: The background graduation overlaps the logo.

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shop-apotheke.com

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shop-apotheke.com

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shop-apotheke.com

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shop-apotheke.com

Primary colours

These are the primary colours used for theshop-apotheke logo and graduation.The graduation in the logo alwaysgraduates from white to yellow.

The shop-apotheke colours are defined as:1.Pantone colours for printing with a

specific colour2.CMYK for four-colour offset printing3.RGB for usage on screen

Blue:Pantone 648 C / 648 UC:96 M:64 Y:20 K:44R:21 G:39 B:72

Red:Pantone Red 032 C / Red 032 UC:0 M:95 Y:100 K:0R:209 G:0 B:27

White:C:0 M:0 Y:0 K:0R:100 G:100 B:100

Yellow:Pantone 128 C / 128 UC:0 M:18 Y:76 K:0R:245 G:207 B:57

Secondary colours

These are the secondary colours used forgreyscale and black & white applications.

Black:Pantone BlackC:0 M:0 Y:0 K:100R:0 G:0 B:0

Black 50%:Pantone Black (50%)C:0 M:0 Y:0 K:50R:0 G:0 B:0

Typography

Primary fontsSecondary fontsPoint sizesHeadingsScreen fontsScreen fonts point sizesScreen fonts headings

13141516171819

shop-apotheke Identity Typography

Primary fonts

The font used for the logo is Beta Semibold. This font is also available in regular.

Beta Semi (Regular)

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Beta Semi (Bold)

Secondary fonts

The secondary font is Beta Sans which isused for all the stationary and body text ofletters. Beta Sans (Regular)

Beta Sans (Bold)

Point sizes

The font sizes shown are standard sizes tobe used in all forms of communication. Beta Sans (Regular) 10pt, Leading 12.5pt

This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the right point size, leading, etc.

Beta Sans (Regular) 8pt, Leading 10pt

This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the right point size, leading, etc. This is dummy text to show the correct point size, leading, etc.This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the right point size, leading, etc. This is dummy text to show the correct point size, leading, etc.

Headings

Heading Beta Sans (Bold) 14pt

Body text Beta Sans (Regular) 10pt, Leading 12.5pt. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc.

Heading Beta Sans (Bold) 10pt

Body text Beta Sans (Regular) 10pt, Leading 12.5pt. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the right point size, leading, etc.

Heading Beta Sans (Bold) 10ptBody text Beta Sans (Regular) 10pt, Leading 12.5pt. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the right point size, leading, etc.

Headings can be arranged in several ways.Either in a larger pointsize with two emptylines above and one below.Or the same pointsize with one or no spaceto the text.

Screen fonts

Verdana is used for body copy in digitalmedia due to its high legibility and clarity.This font is available in regular and bold.

Please note: The Euro sign shouldalways be set in Arial.

Verdana (Regular)

Verdana (Bold)

Screen fonts point sizes

Verdana (Regular) 10pt, Leading 12.5pt

This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading,etc. This is dummy text to show the correct point size, leading, etc. This is dummy text toshow the correct point size, leading, etc.

Verdana (Regular) 8pt, Leading 10pt

This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc.

The font sizes shown are standard sizes tobe used in all forms of digital media.

Screen fonts headings

Headings can be arranged in several ways.Either in a larger point size with one spaceto the text. Or the same point size with one or no space to the text.

Heading Verdana (Bold) 14pt

This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc.

Heading Verdana (Bold) 10pt

This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc.

Heading Verdana (Bold) 10ptThis is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc. This is dummy text to show the correct point size, leading, etc.

Website

Primary coloursColour tintsSecondary coloursGraphicsGraphics constructionButtonsTabsTabs continuedDividersFramesPictures and TextType styles & sizesNumbers

21222324252627282930313233

shop-apotheke Identity Website

Primary Colours

These are the colours used for the maincolour scheme of the webpages.

FF D7 5DC:0 M:18 Y:76 K:0R:245 G:207 B:57

FF AF 4CC:0 M:21 Y:62 K:0R:246 G:201 B:92

FF 91 3FC:0 M:34 Y:71 K:0R:239 G:172 B:67

FF 79 35C:0 M:50 Y:75 K:0R:232 G:137 B:55

FF 61 2AC:0 M:62 Y:72 K:0R:227 G:109 B:57

FE 45 1EC:0 M:75 Y:84 K:0R:219 G:76 B:38

FE 24 10C:0 M:90 Y:90 K:0R:212 G:29 B:33

FF 00 00C:0 M:95 Y:100 K:0R:209 G:0 B:27

Colour tints

The colours are also used as 50% and 20% tints.

50%: FF EB AE20%: FF F3 CE

50%: FF D7 A620%: FF EB D2

50%: FF C8 9F20%: FF E3 CF

50%: FF C3 A520%: FF E4 D7

50%: FF C8 6520%: FF E7 DF

50%: FF C7 BB20%: FF E8 E4

50%: FF C8 C320%: FF E9 E7

50%: FF CC CC20%: FF E5 E5

Secondary colours

These are the secondary colours used onthe website.

00 33 66C:96 M:64 Y:20 K:44R:21 G:39 B:72

FF FF FFC:0 M:0 Y:0 K:0R:255 G:255 B:255

00 00 00C:0 M:0 Y:0 K:100R:0 G:0 B:0

99 99 99C:0 M:0 Y:0 K:40R:156 G:156 B:156

DD DD DDC:0 M:0 Y:0 K:30R:181 G:181 B:181

E6 E6 E6C:0 M:0 Y:0 K:20R:206 G:206 B:206

Graphics

These are the graphics used online. The overall style of the symbols is based onthe typeface of the logo: Beta Semi bold.

The symbols may be scaled proportionally.

Graphics construction

Buttons

The buttons are designed for online use to provide clear accessible navigation forthe user.

There are three button heights as shown.

19 pixels high

12 pixels x 12 pixels

15 pixels high

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The colour of the tabs corresponds to thecolour of the graduation. Each section ofthe website has a different colouredgraduation, ranging from yellow to red.

Dividers

The website can be divided up using thedividers shown. The colour of the dividercorresponds to the colour scheme of thewebsite section.

Lines: 1 pixelDots: 1 pixel

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Frames

Text and images appear in frames asshown.

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Pictures and Text

Stay healthy!

Use photographic images. Avoid using icons, symbols, illustrations, clip art, etc.!

Images can have a graduation on the side (use provided file ‘graduation for images’ with ‘screen’ function in photoshop).

Try to use interesting crops.

Text can overlap images if the background image is not too busy.

Text can also be positioned on a coloured background above or below images.

If no suitable image can be found use text only. Try to avoid clip-art or graphic icons.

The following examples illustrate theappropriate use of pictures in the website.

Type styles and sizes

The following styles of type are used.

Link colour is blue.Text colour is black and 50% black.

Verdana (Normal)

Verdana (Bold)

Verdana (Normal)

Verdana (Bold)

Verdana (Normal)

Verdana (Bold)

Verdana (Normal)

Verdana (Normal) 50% black

Numbers

Feature numbers are shown in Beta Semibold. The selected number is highlighted ingray.

Page numbers are shown in Verdanaregular. The selected number is highlightedin black. 2

2 3 4 5 6 7

Stationary

Business cardLetterheadContinuation sheetCompliment slipDL Envelope DL Envelope with addressA4 Envelope

35363738394041

shop-apotheke Identity Stationary

Business card

Format: Business card (85mm x 55mm)Paper: White uncoatedWeight: 300gmsColours:Pantone Red 032

Pantone 128 Pantone 648

shop-apotheke.com

Dr. Peter WeberApothekerInhaber

FonFaxMobil

shop-apotheke.comHöninger Weg 104D-50969 Köln

0221 80 04 72 300221 80 04 72 720172 2911 277

dr.weber@shop-apotheke.com

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31.5mm

3.5mm 6m

m24mm 10mm 45mm

Beta Sans Bold - 7pt, leading 9pt

Beta Sans Normal - 7pt, leading 9pt Not to scale.

Letterhead

Format: A4 (210mm x 297mm)Paper: White uncoatedWeight: 90gmsColours:Pantone Red 032

Postadresseshop-apotheke.comPostfach 52 01 47 D-50950 Köln

Lieferadresseshop-apotheke.comHöninger Weg 104D-50969 Köln

Fon +49 (0)221 80 04 72 30Fax +49 (0)221 80 04 72 72

kontakt@shop-apotheke.comwww.shop-apotheke.com

BankverbindungKölner Bank(BLZ 371 600 87)Konto 90 754 130

Sparkasse Köln/Bonn(BLZ 370 501 98)Konto 1 900 120 732

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shop-apotheke.com — die Versandapotheke der Fortuna Apotheke Dr. Weber® • Dr. Weber e.K. HRA 12351, Ust-IdNr.: DE 123060860

fold 99 mm

34.3 mm

7.2mm139.5 mm

shop-apotheke.com

shop-apotheke.com . Postfach 52 01 47 . D-50950 Köln

MrHans MustermannMusterstrasse 12312345 Musterort

Re: Letterhead

Sehr geehrter Herr Mustermann,

This is a sample letter. Please use this as a guideline for all letters written on the new letterhead. The typeface I suggest is BetaSans normal (if not available please use Arial).The type size is 10 point on 12.5 point letter spacing. Please refer to the positions andmeasurements on this on this sample sheet. This is a sample letter. Please use this as aguideline for all letters written on the new letterhead. The typeface I suggest is BetaSansnormal (if not available please use Arial). The type size is 10 point on 12.5 point letterspacing. Please refer to the positions and measurements on this on this sample sheet.This is a sample letter. Please use this as a guideline for all letters written on the new letterhead. The typeface I suggest is BetaSans normal (if not available please use Arial).The type size is 10 point on 12.5 point letter spacing. Please refer to the positions andmeasurements on this on this sample sheet. This is a sample letter. Please use this as aguideline for all letters written on the new letterhead. The typeface I suggest is BetaSansnormal (if not available please use Arial). The type size is 10 point on 12.5 point letterspacing. Please refer to the positions and measurements on this on this sample sheet.This is a sample letter. Please use this as a guideline for all letters written on the new letterhead. The typeface I suggest is BetaSans normal (if not available please use Arial).The type size is 10 point on 12.5 point letter spacing. Please refer to the positions andmeasurements on this on this sample sheet. This is a sample letter. Please use this as aguideline for all letters written on the new letterhead. The typeface I suggest is BetaSansnormal (if not available please use Arial). The type size is 10 point on 12.5 point letterspacing. Please refer to the positions and measurements on this on this sample sheet.

Yours sincerely

Holger Jacobs

address area

197 mm

21.7 mm

Beta Sans Bold / Normal - 7.5pt, leading 9pt

Beta Semi Normal - 10pt, leading 12.5pt

Beta Sans Bold / Normal - 6.5pt, leading 8.5pt Not to scale.

Continuation sheet

Format: A4 (210mm x 297mm)Paper: White uncoatedWeight: 90gmsColours:Pantone Red 032

............................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................

fold 99 mm

34.3 mm

139.5 mm

shop-apotheke.com

197 mm

21.7 mm

Not to scale.

Format: Compliment Slip (210mm x 100mm)Paper: White uncoatedWeight: 90gmsColours:Pantone Red 032

Pantone 128Pantone 648

Compliment slip

Postadresseshop-apotheke.comPostfach 52 01 47 D-50950 Köln

Lieferadresseshop-apotheke.comHöninger Weg 104D-50969 Köln

Fon +49 (0)221 80 04 72 30Fax +49 (0)221 80 04 72 72

kontakt@shop-apotheke.comwww.shop-apotheke.com

BankverbindungKölner Bank(BLZ 371 600 87)Konto 90 754 130

Sparkasse Köln/Bonn(BLZ 370 501 98)Konto 1 900 120 732

............................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................

shop-apotheke.com — die Versandapotheke der Fortuna Apotheke Dr. Weber® • Dr. Weber e.K. HRA 12351, Ust-IdNr.: DE 123060860

shop-apotheke.com

21.7 mm6 mm

34.3 mm

Beta Sans Bold / Normal - 7.5pt, leading 9.5pt

Beta Sans Normal - 6.5pt, leading 8.5pt Not to scale.

DL Envelope

Format: DL Envelope (220mm x 110mm)Paper: DL EnvelopeWeight: 100 gmsColours:Pantone 128 4

150 mm

stampzone

Codezone

150 mm

stampzone

Codezone

Not to scale.

Envelope with window

Envelope without window2

........................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................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Shop Apotheke Identity Stationary

DL Envelope with address

Format: DL Envelope (220mm x 110mm)Paper: DL EnvelopeWeight: 100 gmsColours:Pantone 128

Pantone 648

Antwort

shop-apotheke.comPostfach 52 01 47D-50950 Köln

150 mm

Codezone

Envelope with graduation

Envelope without graduation

Beta Sans Normal - 10pt, leading 19pt

Beta Sans Bold - 14pt, leading 19pt Not to scale.

Portozahlen wir

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......................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................

Antwort

shop-apotheke.comPostfach 52 01 47D-50950 Köln

150 mm

Codezone

Portozahlen wir

..............................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................

A4 Envelope (oversize)

Format: Din C4 (229mm x 324mm)Paper: Standard A4 letterWeight: 130 gmsColours:Pantone 128

150 mm

Position ofA4 paper

shop-apotheke.com . Postfach 52 01 47 . D-50950 Köln

Not to scale.

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codezone

stampzone

Support & Credits

For support and queries pleasecontact Mind Design

Mind DesignUnit 20724 - 28 Hatton WallLondon EC1N 8JHEngland

Tel: +44 (0)20 7242 0340Fax: +44 (0)20 7242 4774Email: info@minddesign.co.uk

www.minddesign.co.uk

2005Design & Concept by Mind Design

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