Client Name
Brand Standards & Usage GuidelinesLogos
Colors
Typography
Images
Visual Style
Collateral
Logos
Each logo-type includes downloadable assets for the pictured design. EPS, SVG and PDF file types are vectors. They should be used wherever possible. Vectors can be infinitely scaled without distorting or looking pixelated. PNG and JPG file types are useful for social media applications, like profile avatars and backgrounds. Unlike vectors, they look worse as they are enlarged. JPGs have solid backgrounds, all other file types are against a transparent background, so they can be used in a multitude of applications.
Zip files containing all of the available formats are downloadable by right clicking the images below.
Primary Logos
The primary logo is the preferred logo and should be utilized in all applications where there is sufficient space and contrast for it to be clearly visible. Examples of this usage would be the website header, business cards, stationary, signage and marketing materials.
Color Logo
Use of the full color logo should be utilized whenever possible. Use the full color logo on the website, social media and in print where possible & where is will not clash or be difficult to see against its intended background.
Black (1-color) Logo
Use of the black logo is limited to use cases where only black and white is available. This is most frequently print.
White (reversed) Logo
The white logo can be used against dark backgrounds and images. Use the white logo when the color logo with clash with or be difficult to see against its intended background.
Secondary Logos
The secondary logo is for use in locations and on materials that are not suitable for the primary logo. This logo may be used on promotional materials, any location where a one color logo is required, or there is not enough spacing to permit the primary logo at or larger than it’s minimum size specification
Color Logo
Use of the full color logo should be utilized whenever possible. Use the full color logo on the website, social media and in print where possible & where is will not clash or be difficult to see against its intended background.
Black (1-color) Logo
Use of the black logo is limited to use cases where only black and white is available. This is most frequently print.
White (reversed) Logo
The white logo can be used against dark backgrounds and images. Use the white logo when the color logo with clash with or be difficult to see against its intended background.
Wordmarks
Color Wordmark
Use of the full color wordmark should be utilized whenever possible. Use the full color wordmark on the website, social media and in print where possible & where is will not clash or be difficult to see against its intended background.
Black (1-color) Wordmark
Use of the black wordmark is limited to use cases where only black and white is available. This is most frequently print.
White (reversed) Wordmark
The white wordmark can be used against dark backgrounds and images. Use the white wordmarks when the color wordmarks with clash with or be difficult to see against its intended background.
Submark
A submark is a very simplified version of the logo which is great for favicons, social media profile images, watermarks, and stamps. As with the secondary logo the submark again reduces the amount of real estate required to properly reflect your brand. Unless being utilized as a more graphic element (and not as your brand representation) please limit usage to applications like to those listed above and utilize the primary or secondary logo when possible.
Color Submark
Use of the full color submark should be utilized whenever possible. Use the full color submark on the website, social media and in print where possible & where is will not clash or be difficult to see against its intended background.
Black (1-color) Submark
Use of the black submark is limited to use cases where only black and white is available. This is most frequently print.
White (reversed) Submark
The white submark can be used against dark backgrounds and images. Use the white submark when the color symbol/avatar with clash with or be difficult to see against its intended background.
Logo Usage
Do not outline the logo.
Do not use logo in any unapproved color.
Do not add unapproved elements to the logo.
Do not type your brand name in a different font.
Do not violate the required white space and minimum size.
Do not distort your logo in any way (skew, squash, or squeeze).
Do not add a shadow or other effect.
Do not forget about contrast with the background.
File Types & Usage
Vector vs Raster files
Graphic files come in two formats: raster vs vector. Raster files use a fixed number of pixels to form an image. This means that an image can get pixelated if stretched out. Vector files, however, are built using mathematical formulas. This means they can infinitely adjust in size without losing resolution.
.EPS | BEST FOR PRINT
This is a scalable vector file type with a transparent background designated for high-resolution prints.
.JPG | BEST FOR PRINT & WEB
Most common raster file type without transparency. 300 dpi resolution is best for print, 72/96/150 dpi for web.
.PDF | BEST FOR PRINT & DOCS
PDFs are great for sharing graphic files and documents and can be printed/downloaded easily.
.SVG | BEST FOR WEB
This is a scalable vector file type with a transparent background used mostly to display graphics on the web.
.PNG | BEST FOR WEB
Raster file type which allows transparent background. Only supports RGB colors. Traditionally for web use although more printers are supporting RGB graphics by doing conversions during pre-press.
.AI, .PSD, .INDD | ADOBE PROGRAMS
AI, PSD, & INDD files are utilized by Adobe Creative Cloud software (Illustrator, Photoshop & InDesign). Unless you are comfortable in these programs, these files should be utilized by a designer.
Primary Colors
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RGB:
HEX:
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Secondary/Accent Colors
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Typography
Typography is core to our brand. It is important for the brand to use its typography consistently across all applications. There will be narrow situations where you can’t, like email. In most other scenarios, the brand should be able to apply its typography. This must be true for all marketing materials — digital and print — including, business cards, posters, signs, ads, slide decks, the website, and truck signage.
Primary Typeface
Your content goes here. Edit or remove this text inline or in the module Content settings. You can also style every aspect of this content in the module Design settings and even apply custom CSS to this text in the module Advanced settings.
Secondary Typeface
Your content goes here. Edit or remove this text inline or in the module Content settings. You can also style every aspect of this content in the module Design settings and even apply custom CSS to this text in the module Advanced settings.
Visual Style
Visual style includes such elements as images, custom patterns, textures, and iconography. Each of these increase the depth and complexity of your brand presentation.
Images
Images utilized should be of a clean appearance. Focus should be primarily on people, preferably isolated with only a neutral colored background. When utilizing images of objects, they should also confirm to the isolated/neutral background.
Custom Patterns
Brand patterns create a strong brand recognition and truly bring depth to a brand. Pattern(s) can be used to extend the visual recognition of your brand. Applications for patterns include on patient bags, postcards, inside of wow boxes, or as backgrounds for marketing or patient education materials.
Textures
Textures are another way that depth and complexity can be added to your visual communications. Approved texture are based on paper, and “noise.” Do not use textures with obvious folds or creasing. If textures are applied in a design program their mode should be set to “luminosity” or “multiply.” The goal is to incorporate the texture with minimal color alteration.
Iconography
When it comes to iconography style, we like slightly stylized dental elements created out of solid geometric shapes. If you need to construct new icons, keep the overall shape simple. Reduce the subject matter down to its essence, ending at a easily recognizable shape. Shapes should be colored within the approved color pallet at tints from 25 to 50% of full color.
Collateral
Collateral includes all of the tangible applications where your brand may be expressed. Email, Stationary, PowerPoints, Social Media, Banners, Trade Show booths and materials, Marketing materials, Vehicle Wraps, Magnets, Signage… these only express the tip of the collateral iceburg. For elements that we have been commissioned to create you can find usage guides and file downloads below.
Email Signature
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Email Marketing Header
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Stationary
Your content goes here. Edit or remove this text inline or in the module Content settings. You can also style every aspect of this content in the module Design settings and even apply custom CSS to this text in the module Advanced settings.
PowerPoint
Your content goes here. Edit or remove this text inline or in the module Content settings. You can also style every aspect of this content in the module Design settings and even apply custom CSS to this text in the module Advanced settings.
Fav Icons
Your content goes here. Edit or remove this text inline or in the module Content settings. You can also style every aspect of this content in the module Design settings and even apply custom CSS to this text in the module Advanced settings.
Social Media
Your content goes here. Edit or remove this text inline or in the module Content settings. You can also style every aspect of this content in the module Design settings and even apply custom CSS to this text in the module Advanced settings.