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

12

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

15

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

25

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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