An introduction to Sagentia

Sagentia is a global science, product and technology development company. Our mission is to help companies maximise the value of their investments in R&D. We partner with clients in the consumer, industrial, medical and oil & gas sectors to help them understand the technology and market landscape, decide their future strategy, solve the complex science and technology challenges and deliver commercially successful products.

Sagentia employs over 150 scientists, engineers and market experts and is a Science Group company. Science Group is an international consulting services group supporting the product innovation lifecycle to enable our clients to deliver on their investments in R&D. Our services fall into four broad categories: Applied Science, Product Development, Technology Advisory and Regulatory. These services are combined with vertical market expertise in Medical, Food & Beverage, Industrial, Chemical, Energy and Consumer sectors. With offices throughout Europe, North America and China/Hong Kong and with over 30 languages written and spoken, Science Group supports a global client base.

Brand Guardian
Anna Perkins Senior Marketing Manager Email Anna Perkins

The Brand

Sagentia’s proposition

We help you transform possibilities into successful products, combining expertise in science and technology with our love of invention and problem solving. It’s a constant challenge – and one we relish. Our flexible, collaborative approach, sector specific insights and unwavering commitment to quality mean we can solve the most complex R&D challenges and quickly deliver tangible benefits to your business.

Sagentia’s clients know us for…

  • You’re expert, providing world-class capabilities in science and technology
  • You’re inventive, passionate about solving complex problems in innovative ways
  • You’re broad-based, offering a fresh perspective informed by work in diverse sectors
  • You’re collaborative, working closely with my team to really understand our needs
  • You’re flexible, taking a positive, client-friendly approach to IP
  • You’re quality-driven, applying rigorous systems to sustain the highest standards
  • You’re effective, delivering timely solutions that make a real commercial impact

Sagentia brand is

  • Inventive

  • Broad-based

  • Flexible

  • Quality-driven

  • Innovative

The Language

Tone of voice: CLEAR

  • We use language precisely and succinctly – making sure advantages and disadvantages are clear.
  • We cut through complexity, speaking with authority and confidence.
  • We talk about issues realistically – we don’t exaggerate or overstate.
  • We act transparently and speak openly.

Tone of voice: ENGAGING

  • Our language is direct and active.
  • Our tone is accessible, using dynamic but grounded language.
  • We pose questions, initiate conversations and show that we listen.
  • We are optimistic and enthusiastic, believing clients will benefit from what we do.
  • Quick to get to the point, quick to explain, we don’t waste words (or our clients’ time).

Tone of voice: IMPACTFUL

  • We talk about the problems we are solving and the difference we’ve made – not how clever we are.
  • We focus on the total value we’ve delivered for our clients, thinking about genuine commercial impact not just technical features.
  • Our language is precise and factual, referencing tangible results as often as possible.
  • We’re consistently insightful, sharing ideas to show the value we can bring.

Style

Americanisation – American English should be used on all communications for Science Group, Sagentia and TSG. English should be used for Oakland, OTM and Leatherhead unless the communications are specifically aimed at the US market.

Punctuation style – punctuation is open. Full stops should not be used at the end of a list of bullet points, titles etc.

Capitalisation – Titles should only have a capital on the first letter and all further words should not be capitalised.

Downloads

Colour Palette

Primary Colour Palette

As a general rule, each operating company has a single colour which sits at the core of any design, with grey or a lighter variarion of the core colour as a secondary colour.

Leatherhead also uses the Sagentia blue as a secondary colour to allow more flexibility as its core colour is dark. In PowerPoint we have built in a broader colour palette to provide more choice for graphics and charts. However these should not be used elsewhere.

We have a colour hierarchy for usage, please refer to the colour palette PDF in the download box for further instruction.

Downloads

Screen

Principle Blue R10 G115 B255 #0a73ff
Background Blue R230 G240 B255 #e6f0ff
Text Grey R71 G71 B71 #474747
Text White R255 G255 B255 #ffffff

Print

Sagentia Blue C86 M31 Y0 K0
Sagentia Blue Pantone® 3005
Text Grey C0 M0 Y0 K80
Text Light Grey C0 M0 Y0 K60

Fonts

Atlas Grotesk

Atlas Grotesk for use in marketing communication materials. Font size and colours are built into the Word and PowerPoint templates, please use this guidance wherever possible.

Arial

Arial for general use (across all applications including Word, Excel, PPT, Outlook, MindManager etc).

Notes

All typography should be set in Title or Sentence case, including headlines across brochures, adverts, PowerPoint and presentations.

Downloads

Photography

Downloads

Depth of field

This actually refers to a shallow area within the image that is in sharp focus, with other areas out of focus. This gives a contemporary effect with a feeling of space in the image. Type can also be placed over these areas without either looking cramped. Areas like this can also be extended using Photoshop.

Desaturated colour

Controlled colour will give a more sophisticated, higher quality impression. This can mean images that are desaturated slightly, where a more blue/grey spectrum tends to come through. A consistent approach to colour like this will also bring together imagery from a wide range of environments.

White

White is one of the key components of the Science Group visual identity, giving a sense of clarity and calm. Where possible, choose imagery where white is a strong element.

Composition

An unusual angle can be a metaphor for the way that we look at projects. Contrasting a flat area with some slight movement created by a flash blur is a good technique to look for.

Real

To demonstrate our understanding and affinity with the world of our clients, our image choices need to be as real as they can be. Choose images where people are not looking at the camera. They should be working, concentrating, interacting with colleagues.

We should be looking for…

  • Horizontal images are recommended
    Details / Close ups
  • Interesting overviews of sector dynamics
  • Natural lighting
  • Lighter colour images
  • Interesting views of products on lighter backgrounds

Sample Galleries

Iconography

Notes

All icons should be a single outline or a filled colour with no shading and should be in a single colour. Where possible, we should use the same icon to represent a word e.g. Chemistry is a series of 3 glass mixing glasses and that should be used whenever we talk about chemistry.

We have a licence for ‘noun project’ which can be used to download icons or get ideas. If you are getting a series of icons for the same project, it is best to engage a design agency to work on these.

Line weight

Icons used on the same page should all have the same line weight.

Size

Icons should all be the same style and size on a page with the same white space around each one.

Downloads

In Use

Intelligence is simple

This is the core visual principle of all the Science Group companies brands. To achieve this feel in the design approach we use white space, neutral grey colours and a singular solid colour for each brand.

For imagery, we want to achieve images that can complement the visual treatment. Each image we create should reflect our brand attributes: smart, analytical, expert, collaborative and effective.

Main points

  • Lots of natural light
  • Emotive and dynamic
  • Parallel and perpendicular angles
  • Graphic
  • Use of few people
  • Out of focus/in focus of either objects or people
  • Overview shots
  • Detail shots

Print works examples

Final take away

The most important things to remember about the Science Group brand is that it is simple. Less is more, keep everything to a minimum and as much white space as possible. Photography is key. Keep the images uncluttered, with a depth of field and as white as possible.

If you have any further queries or want any specific questions answered, please call the brand guardian.

Brand Guardian
Anna Perkins Senior Marketing Manager Email Anna Perkins
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