Visual Brand Guide PU B. JU LY 2020
Table of Contents Colors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Logos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Icons . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Imagery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 Brand In-Use . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 Audience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
Color
Primary Palette
Larkspur
Cerulean
Strawberry
Seafoam
# 4 03E99 P MS 2 685 C
#0 2 9 6 BF PMS 7 4 5 9 C
#F 1 5 B5 B PMS 1 7 8 C
# 57C 5C 9 PMS 325 C
A deep purple serves as the boldest primary color for the brand. This royal shade equally evokes the feelings of innovation and compassion.
This warm and engaging red makes it the perfect shade for eye-catching calls to action. Typically used as a counterpoint to Cerulean and Seafoam.
Rounding out the primary palette is a calming mint green. This tone is best used for informational copy and elements within the brand.
C 91
R 64
C 80
R 2
C 0
R 241
C 60
R 87
M 91
G 62
M 25
G 150
M 80
G 91
M 0
G 197
Y 0
B 153
Y 15
B 191
Y 60
B 91
Y 24
B 201
K 0
5
A lively cyan blue provides a friendly and trustworthy shade in the primary palette. This color can often be used interchangeably with Larkspur.
K 0
K 0
K 0
Accent Palette
Lavender
Lagoon
Coral
Pacific
# 6 C61AB P MS 2 72 C
#1 F 6 F 9 A PMS 7 4 6 8 C
#F 3 7 1 6 5 PMS 1 7 0 C
# 26B5B 1 PMS 7465 C
Amethyst
Cottage
Peach
Mist
# A 0 60A5 P MS 2 58 C
#6 8 BCD4 PMS 7 4 5 8 C
#F 7 9 D7 B PMS 1 6 2 5 C
# 98D7DC PMS 629 C
Palette Spectrum
6
Neutral Palette
Slate 8
Slate 7
Slate 6
Slate 5
# 131135 P MS 2 96 C
#1 3 1 1 3 5 PMS 2 9 6 C
#1 3 1 1 3 5 PMS 2 9 6 C
# 131135 PMS 296 C
Slate 1
Slate 2
Slate 3
Slate 4
# 131135 P MS 2 96 C
#1 3 1 1 3 5 PMS 2 9 6 C
#1 3 1 1 3 5 PMS 2 9 6 C
# 131135 PMS 296 C
Palette Spectrum
7
Gradient Palette
Lavender Fade #A060A5 #6866AE
Mint Fade #98D7DC #29B5B2
Blue Fade #5DC2D2 #1081BA
Bone Fade #F3F5F9 #D5DFEC
Coral Fade #F5886C #F16673
Midnight Fade #403E99 #1D1254
7
Logos & Icons
FU L L C O LO R P R I M A RY
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FU L L C O LO R P R I M A RY RE V E R SE
4 C O LO R P R I M A RY
4 C O LO R P R I M A RY R E V E R SE
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FU L L C O LO R A LT E R N A T E
13
2 C O LO R A LT E R N A T E R E V E R SE
1 C O LO R A LT E R N A T E
1 C O LO R A LT E R N A T E R E V E R SE
14
Web & Mobile Icons
144px - Large-Format Retina Displays
114px - iPhone Retina Displays
72px - Legacy Android Displays
57px - Web-App Displays
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Tile Icons
Safari Icons Pinned Tab Icon Windows Metro Large Tile Touch Bar Icon
Windows Metro Wide Tile
Windows Metro Medium Tile
Profile Photo Icon
Browser Favicon
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Typ
pography
Headings
ALEO LIGHT
ABCDEFGHIJKLM NOPQRSTUVWXYZ ab cdefghijklm nopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0
Heading 1 Heading 2 Heading 3
ALEO REGULAR
ABCDEFGHIJKLM NOPQRSTUVWXYZ ab c defghijklm nopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0 19
Heading 4 HEADING 5 HEADING 6
Body Copy
Roboto Regular
A N a n 1
B C D O P Q b c d o p q 2 3
E R e r 4
F G H I S T U V f g h i s t u v 5 6 7
Roboto Italic
J K L M W X Y Z j k l m w x y z 8 9 0
Roboto Bold
A N a n 1
B C D O P Q b c d o p q 2 3
E R e r 4
A N a n 1
B O b o 2
C P c p
D Q d q 3
E R e r 4
F G H I S T U V f g h i s t u v 5 6 7
J K L M W X Y Z j k l m w x y z 8 9 0
Roboto Bold Italic
F G H I S T U V f g h i s t u v 5 6 7
J K L M W X Y Z j k l m w x y z 8 9 0
A N a n 1
B C D O P Q b c d o p q 2 3
E R e r 4
F G H S T U f g h s t u 5 6
I V i v 7
J K L M W X Y Z j k l m w x y z 8 9 0
Hyperlink
Active Hyperlink
Click Here To Learn More
Click Here To Learn More
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Imagery & Usage
Feature Imagery Feature images should be crisp, bright, and optimistic. Imagery should feature examples of Imagine’s audience and clientele in various states of joy, depicting their desired future state. Images featuring negative space are preferable for layering.
TEXTURED BACKGROUND A general but colorful particle background may also be used instead of a gradient or photo. This texture is very busy and should be paired with simpler typography.
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Gradient Backgrounds
Blue Fade
Lavender Fade
Bone Fade
Coral Fade
Midnight Fade
Mint Fade
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Clearspace
1x
1x
1x
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Overflow .5x
Overflow .5x
The logo should have a base margin that is equal to the x-height of “Orthopedics.” This clearspace should be applied uniformly along all edges of the mark, with an optional overflow section at the top or bottom of the mark, depending on the layout.
1x
1x
Disapproved Usage
Never squish, skew, or rotate the logo.
Always observe proper contrast ratios.
Never alter colors from approved marks.
Always observe proper margins.
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Brand In-Use
Magnetic Name Badge
Presentation Folder
Polo Shirt
Letterhead
Envelopes
Business Cards
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Audience D Academic
Private Practice
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AUDIENCE GENDER
PRACTICE TYPE
The gender breakdown is split about 81% male to 19% female.
Private practices make up the vast majority of businesses.
Hospital Military HMO Public Institution Other
Data AVERAGE AGE
AVERAGE INCOME
The average practitioner’s age is 56 years old.
The average income for a pediatric orthopedist is $362,706.
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