About Us
We design jewelry and accessories for playful selfexpression. Whether you’re in the hospital, in the laboratory, in private practice, or in the library, our pieces serve as vessels of empowerment along your journey through lifelong learning.
Each collection inspires a world for those styleconscious and unapologetically true to self. Our designs tell your story and incite meaningful connection with a playful approach. The result: classic minimalism with a dash of effortless cool. It’s science meets style.
“Geek is chic.” VOGUE
CREATED BY A DESIGN-OBSESSED HEALTHCARE PROFESSIONAL
Driven by a deep appreciation for craftsmanship and artistic expression, Dr. Lynna Van Merkey envisioned a collection that seamlessly blends style and wit to celebrate the iconic individuals that uphold science and academia.
Our Founder
LYNNA VAN MERKEY, DDS Founder, Creative Director
“Whether you’re on that 24/7 study grind, downing your 3rd cup of coffee to get through the last hours of your shift, or getting IRB approval for your first research study, we hope to be your reminder to enjoy the process. Take care of yourself, indulge in your personal style, and be proud of where you’re going.”
Rx: Treat yourself.
Who treats you while you treat others? We promise the adventure of self-discovery, the celebration of who you are, and who you aspire to become. Let us create your elevated essentials so you can shine like the marvel that you are.
It’s our prescription for your ambition.
Our Values
CREATI V ITY
INDI V IDUALITY
SELF-DISCO V ERY
CREATI V ITY
It’s the driving force behind innovation, problemsolving, and self-expression. Embracing creativity empowers us to create beautiful things, while leaving a positive, conscious impact in the world.
INDI V IDUALITY
You are you, and that’s your superpower. When we celebrate individualism, we nurture a culture of acceptance and openness. We strive to create pieces that allow you to perfectly express your unique personality.
SELF-DISCO V ERY
Personal growth keeps us connected to who we are to our core. As a brand and community voice, we strive for continuous self-improvement and evolution.
Logo
The official V Coterie logo is a primary wordmark featuring bold, all caps Anaheim Gothic Font. The signature black and white exudes a sense of timelessness and classicism with confident sophistication.
LOGO BLACK
LOGO WHITE
Do keep the logo clean and proportional.
V Coterie
Do spell out our name like this.
Do spell our hashtags like this.
Don’t stretch or squash the logo.
Vcoterie
Don’t spell our name like this. Our name is two separate parts — V Coterie
SYMBOLISM
A minimalistic depiction of a coat of arms, representing our esteemed professional community. The V appears fittingly underneath.
The monogram iconography is used sparingly in conscious placements, like our branded logo tag on jewelry or the favicon for the website. The monogram and wordmark are rarely used in combination together. Both are unique and have been specifically crafted with high consideration of white space and kerning. Do not attempt to recreate it or any other part of the logo. Please request file assets and logo lockups from our Brand and Design teams.
MONOGRAM BLACK
MONOGRAM WHITE
Do keep the logo clean and proportional.
Do keep sufficient “white space” surrounding the logo for monogram stickers.
Don’t stretch or squash the logo.
Don’t stretch the logo toward the outer borders.
Colors
PRIMARY COLORS
HEX CODE #FFFFFF
HEX CODE #010101
HEX CODE #F6F6F6
Sometimes gray is used break up the harshness of stark black or white, especially on the website.
This particular gray hue maintains cleanliness and purity, balancing a middle ground between warmth and cold.
PANTONE 2018C
HEX CODE #FF7500
Orange as a primary accent color is a callback to our signature Pill Bottle Box® jewelry packaging, a playful take on what is generally a mundane object in the medicine cabinet.
Typography
Heading 1
Heading 2
HEADING 3
FOR SHORT INTRODUCTIONS AND SETUPS TO LONGER OR MORE IMPORTANT HEADLINES
PLEASE RESPECT THE KERNING
SUBHEADING 4
FOR SHORT, QUIPPY SLUGHEADS AND TAGS
PLEASE RESPECT THE KERNING
Paragraph
Our workhorse typographic style, used for long-form content that is presented in multiple paragraphs of text.
Futura PT is the standard font for V Coterie typography. It is clean and approachable, and can be bold when necessary. You can use the Futura font family to keep branding consistent across newsletters, digital ads, signage, social media, and more.
www.fonts.adobe.com/fonts/futura-pt
Futura Medium
Futura PT Book
Jules Epic Medium is our header font. It is a serif font utilizing bold, old-style forms with slim linework to communicate an air of sophistication, intelligence, and credibility. Its stylizing is reminescent of iconic editorial fashion typography. Use it as a highlight with complementary colorblock underlays (see page 24).
www.dstype.com
Jules Epic Medium Jules Epic Medium Italic
JULES EPIC MEDIUM ITALIC
Our header font can be stylized in italics for additional emphasis on playful puns and emoji-assisted visuals.
A Healing Feeling
You Know the Drill
Stethoscope Ring
Apple Color Emoji (AppleColorEmoji) is a color typeface that displays emoji characters on Apple platforms like iOS and macOS. The font is known for its saturated colors, color transitions, and subtle gloss effects, which are similar to other Apple icons.
www.apple.com
The designers of the first Apple Color Emoji typeface were Raymond Sepulveda, Angela Guzman and Ollie Wagner. All rights reserved.
CORNER RADIUS
Attention to detail is the name of the game. Observe a soft corner radius on our header color underlays.
A Capsule Collection ��
WEBSITE (REPLO) SETTINGS
FIGMA SETTINGS
ADOBE INDESIGN SETTINGS
ADDITIONAL FONTS
For nuanced stylistic decisions, other fonts may be incorporated.
Specialized elements and fonts may be intended for limited edition product collections, co-branded collaborations, seasonal branding, promotions, and more.
Club Tropicana is an inky and imperfect handwriting script font with extra Opentype ligatures to add an organic script appearance (like a handwritten prescription). It is currently utilized on our standard mailer boxes and on other related Rx-like callouts.
www.nickylaatz.com/shop/270-club-tropicana-font
Club Tropicana
Club Tropicana Lighter Italic
Tone of Voice
V is for Voice .
INCLUSI V E AND APPROACHABLE
Our copy should make everyone feel welcome and included. We strive to create a sense of community and belonging.
CON V ERSATIONAL YET EDITORIAL
Our messaging should feel authentic and conversational, as if it’s coming from a trusted friend but also a knowledgeable source.
POSITI V E AND EMPOWERING
We want to inspire confidence and empower our audience to express their unique personalities through our products.
LANGUAGE
Anesthetic? An aesthetic.
You’re gonna lub-dub this.
You Rx-traordinary.
Ionic and Iconic
Given our passion for serving medical and science professionals, playful references or puns to healthcare and academic themes can add depth to our brand’s messaging. However, avoid anything too off color, clinical or sterile (see Language to Avoid on page 34).
You’re a class act. ✏
May cause compliments. ��
You need(le) these. ��
Bottle Service ��
LANGUAGE TO AVOID
Provider
Bling
STERILE OR CLINICAL TERMINOLOGY
We want to steer clear of words and phrases that sound too medical or impersonal, such as “provider.” This can strip away personality and freedeom of self-expression.
CHEAPENING WORDS
We do not want to use language that cheapens the brand or makes us feel anything less than intentional with our products, like the word “bling.”
The contents of this document are subject to change. Last updated August 8, 2024.
Designed by Lynna Van Merkey for V Coterie. © 2024 V Coterie |