Brand and Identity Guidelines
Brand and Identity Guidelines v2.2 Updated March, 2015
1. 2. 3. 4.
Logo Colors Type Imagery
1.1 Logo Spacing & Sizing Spacing The WellnessFX logo must have a margin of clear space on all sides surrounding it. No objects (text, images, or other logos) may appear inside of this area.
50%
50%
Minimum size Logo should be rendered no smaller than 1 inches wide
Logo Colors Logo should be rendered no smaller than 1.5 inches wide
Email [email protected] for more information or guidance.
≥1”
Red RGB: 255, 73, 33 Hex: #ff4921 CMYK: 0-86-94-0
Purple - Dark RGB: 80, 67, 100 Hex: #504364 CMYK: 20-33-0-61
WellnessFX Branding Guidelines
1.2 Logo Usage variants Dark on light Standard usage of the logo is the approved gray (as shown) on a white background.
Light on dark For darker colored backgrounds, a white logo may be used, preferrably with branded colors as shown. Teal RGB: 51, 199, 201 Hex: #33c7c9 CMYK: 75-1-0-21
Photographic Backgrounds The logo may be used over photographic backgrounds that are not heavily detailed and when there is significant contrast between the logo and the background.
Email [email protected] for more information or guidance.
WellnessFX Branding Guidelines
1.3 Logo Improper usage Correct Logo Do not change the format of the logo even if you feel it looks good.
Things to Avoid Do not change the color of the logo
Do not stretch or distort the logo in any way
Do not recreate the logo with another typeface or shapes
Do not cover, crop, or otherwise use the logo or its components as decorative graphics Email [email protected] for more information or guidance.
WellnessFX Get Healthy! WellnessFX Branding Guidelines
2.1 Colors Highlights Highlight Colors
Primary
Highlight colors should be used only as accents, either for headings or small callout areas. While the highlight colors are made to function together as a palette, as accent colors, hues should generally be used individually or in pairs. Orange and Rose are intended as primary accents, with the other or Blue as a secondary. Green is intended only as an auxillary. Use base and light values first with darker variants only for additional distinction. Download color palette (*.ase)
Supporting
Teal RGB: 51, 199, 201 Hex: #33c7c9 CMYK: 75-1-0-21
Gold RGB: 255, 192, 0 Hex: #ffc000 CMYK: 0-25-100-0
Purple - Dark RGB: 80, 67, 100 Hex: #504364 CMYK: 20-33-0-61
Sand RGB: 255, 235, 202 Hex: #ffebca CMYK: 0-8-21-0
Purple - Darker RGB: 65, 67, 88 Hex: #414358 CMYK: 26-24-0-66
Gray - Blue RGB: 190, 0, 103 Hex: #be0067 CMYK: 23-100-34-2
Red RGB: 255, 73, 33 Hex: #ff4921 CMYK: 0-86-94-0
Risk Range Colors Risk range colors should only be used to indicate health levels of optimal, or moderate and high risk. They should not be used in any other context. Green - Optimal RGB: 99, 183, 12 Hex: #62b710 CMYK: 65-2-100-0 Orange - Moderate Risk RGB: 0, 159, 201 Hex: #fca419 CMYK: 0-41-100-0 Red - High Risk RGB: 239, 70, 0 Hex: #ee4803 CMYK: 0-87-100-0
Blue (Links) RGB: 0, 160, 202 Hex: #009fc9 CMYK: 100-21-0-21
*The CMYK values listed are derivatives of original values and should only be used for print materials that require CMYK specifications. Email [email protected] for more information or guidance.
WellnessFX Branding Guidelines
2.2 Colors Grays Grays
Neutral Grays
Warm Grays
Darker and medium grays are used primarily for text, with lighter grays being more commonly used for bounding boxes, backgrounds, and borders.
Gray - Border RGB: 221, 221, 221 Hex: #dddddd
Warm Gray - Border RGB: 221, 221, 221 Hex: #e6e2dc
Gray - Pale RGB: 249, 249, 249 Hex: #f9f9f9
Warm Gray - Pale RGB: 249, 249, 249 Hex: #fcf9f2
Full, opaque black is never used. The darkest solid value used should be Darker Gray.
Gray - Lighter RGB: 238, 238, 238 Hex: #eeeeee
Warm Gray - Lighter RGB: 238, 238, 238 Hex: #eeeae4
Gray - Light RGB: 204, 204, 204 Hex: #cccccc
Warm Gray - Light RGB: 204, 204, 204 Hex: #cdcac3
Gray RGB: 153, 153, 153 Hex: #999999
Warm Gray RGB: 153, 153, 153 Hex: #9b9892
Gray - Dark RGB: 85, 85, 85 Hex: #555555
Warm Gray - Dark RGB: 85, 85, 85 Hex: #686560
Gray - Darker RGB: 51, 51, 51 Hex: #333333
Warm Gray - Darker RGB: 53, 50, 45 Hex: #35322d
Email [email protected] for more information or guidance.
WellnessFX Branding Guidelines
3.1 Type Fonts and Weights Typefaces
Headline
Text for WellnessFX branded materials, should use Bariol for the primary headline font, and Proxima Nova for body text. If Proxima Nova is not available, Helvetica or Arial can be substituted with approval.
Proxima Nova Soft abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVYZ 1234567890-=!@£$%^&*()_+
Regular
Unless otherwise specified, text should always be left aligned
Bold
[No true oblique/italic]
Download font files via: wellnessfx.com/press
Body
Proxima Nova abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVYZ 1234567890-=!@£$%^&*()_+
Email [email protected] for more information or guidance.
WellnessFX Branding Guidelines
3.2 Type Additional specification Primary headline
It’s What’s Inside That Counts
Title case Leading: 1.2 (120%)
Secondary header
Optimize Your Health
Title case
Label header
TE STIMON IAL S
Bold, Uppercase
Body
Gia ditiost, tem nit, consequos ataesti sit, cullab in con nitium volorum facesequatur sinihitis dellignatum apiciet acerum as quae ma vero volupta epudam qui voluptae nonsequae.
Leading: 1.4 (140%)
Quotes
“WellnessFX Saved My Life.”
Oblique (or Regular)
Tracking: 100
Only for short 1-2 word headings
After paragraph: ~1em
— Attribution
Email [email protected] for more information or guidance.
WellnessFX Branding Guidelines
4.1 Imagery Examples
Aspirational Images Imagery used for WellnessFX branded promotions and materials, should be bright, and generally portraying active and motivated individuals. Photos should focus on the people, and the background or surrounding scenery should be minimal and uncluttered.
Email [email protected] for more information or guidance.
WellnessFX Branding Guidelines
1. 2. 3. 4.
Logo Colors Type Imagery
1.1 Logo Spacing & Sizing Spacing The WellnessFX logo must have a margin of clear space on all sides surrounding it. No objects (text, images, or other logos) may appear inside of this area.
50%
50%
Minimum size Logo should be rendered no smaller than 1 inches wide
Logo Colors Logo should be rendered no smaller than 1.5 inches wide
Email [email protected] for more information or guidance.
≥1”
Red RGB: 255, 73, 33 Hex: #ff4921 CMYK: 0-86-94-0
Purple - Dark RGB: 80, 67, 100 Hex: #504364 CMYK: 20-33-0-61
WellnessFX Branding Guidelines
1.2 Logo Usage variants Dark on light Standard usage of the logo is the approved gray (as shown) on a white background.
Light on dark For darker colored backgrounds, a white logo may be used, preferrably with branded colors as shown. Teal RGB: 51, 199, 201 Hex: #33c7c9 CMYK: 75-1-0-21
Photographic Backgrounds The logo may be used over photographic backgrounds that are not heavily detailed and when there is significant contrast between the logo and the background.
Email [email protected] for more information or guidance.
WellnessFX Branding Guidelines
1.3 Logo Improper usage Correct Logo Do not change the format of the logo even if you feel it looks good.
Things to Avoid Do not change the color of the logo
Do not stretch or distort the logo in any way
Do not recreate the logo with another typeface or shapes
Do not cover, crop, or otherwise use the logo or its components as decorative graphics Email [email protected] for more information or guidance.
WellnessFX Get Healthy! WellnessFX Branding Guidelines
2.1 Colors Highlights Highlight Colors
Primary
Highlight colors should be used only as accents, either for headings or small callout areas. While the highlight colors are made to function together as a palette, as accent colors, hues should generally be used individually or in pairs. Orange and Rose are intended as primary accents, with the other or Blue as a secondary. Green is intended only as an auxillary. Use base and light values first with darker variants only for additional distinction. Download color palette (*.ase)
Supporting
Teal RGB: 51, 199, 201 Hex: #33c7c9 CMYK: 75-1-0-21
Gold RGB: 255, 192, 0 Hex: #ffc000 CMYK: 0-25-100-0
Purple - Dark RGB: 80, 67, 100 Hex: #504364 CMYK: 20-33-0-61
Sand RGB: 255, 235, 202 Hex: #ffebca CMYK: 0-8-21-0
Purple - Darker RGB: 65, 67, 88 Hex: #414358 CMYK: 26-24-0-66
Gray - Blue RGB: 190, 0, 103 Hex: #be0067 CMYK: 23-100-34-2
Red RGB: 255, 73, 33 Hex: #ff4921 CMYK: 0-86-94-0
Risk Range Colors Risk range colors should only be used to indicate health levels of optimal, or moderate and high risk. They should not be used in any other context. Green - Optimal RGB: 99, 183, 12 Hex: #62b710 CMYK: 65-2-100-0 Orange - Moderate Risk RGB: 0, 159, 201 Hex: #fca419 CMYK: 0-41-100-0 Red - High Risk RGB: 239, 70, 0 Hex: #ee4803 CMYK: 0-87-100-0
Blue (Links) RGB: 0, 160, 202 Hex: #009fc9 CMYK: 100-21-0-21
*The CMYK values listed are derivatives of original values and should only be used for print materials that require CMYK specifications. Email [email protected] for more information or guidance.
WellnessFX Branding Guidelines
2.2 Colors Grays Grays
Neutral Grays
Warm Grays
Darker and medium grays are used primarily for text, with lighter grays being more commonly used for bounding boxes, backgrounds, and borders.
Gray - Border RGB: 221, 221, 221 Hex: #dddddd
Warm Gray - Border RGB: 221, 221, 221 Hex: #e6e2dc
Gray - Pale RGB: 249, 249, 249 Hex: #f9f9f9
Warm Gray - Pale RGB: 249, 249, 249 Hex: #fcf9f2
Full, opaque black is never used. The darkest solid value used should be Darker Gray.
Gray - Lighter RGB: 238, 238, 238 Hex: #eeeeee
Warm Gray - Lighter RGB: 238, 238, 238 Hex: #eeeae4
Gray - Light RGB: 204, 204, 204 Hex: #cccccc
Warm Gray - Light RGB: 204, 204, 204 Hex: #cdcac3
Gray RGB: 153, 153, 153 Hex: #999999
Warm Gray RGB: 153, 153, 153 Hex: #9b9892
Gray - Dark RGB: 85, 85, 85 Hex: #555555
Warm Gray - Dark RGB: 85, 85, 85 Hex: #686560
Gray - Darker RGB: 51, 51, 51 Hex: #333333
Warm Gray - Darker RGB: 53, 50, 45 Hex: #35322d
Email [email protected] for more information or guidance.
WellnessFX Branding Guidelines
3.1 Type Fonts and Weights Typefaces
Headline
Text for WellnessFX branded materials, should use Bariol for the primary headline font, and Proxima Nova for body text. If Proxima Nova is not available, Helvetica or Arial can be substituted with approval.
Proxima Nova Soft abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVYZ 1234567890-=!@£$%^&*()_+
Regular
Unless otherwise specified, text should always be left aligned
Bold
[No true oblique/italic]
Download font files via: wellnessfx.com/press
Body
Proxima Nova abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVYZ 1234567890-=!@£$%^&*()_+
Email [email protected] for more information or guidance.
WellnessFX Branding Guidelines
3.2 Type Additional specification Primary headline
It’s What’s Inside That Counts
Title case Leading: 1.2 (120%)
Secondary header
Optimize Your Health
Title case
Label header
TE STIMON IAL S
Bold, Uppercase
Body
Gia ditiost, tem nit, consequos ataesti sit, cullab in con nitium volorum facesequatur sinihitis dellignatum apiciet acerum as quae ma vero volupta epudam qui voluptae nonsequae.
Leading: 1.4 (140%)
Quotes
“WellnessFX Saved My Life.”
Oblique (or Regular)
Tracking: 100
Only for short 1-2 word headings
After paragraph: ~1em
— Attribution
Email [email protected] for more information or guidance.
WellnessFX Branding Guidelines
4.1 Imagery Examples
Aspirational Images Imagery used for WellnessFX branded promotions and materials, should be bright, and generally portraying active and motivated individuals. Photos should focus on the people, and the background or surrounding scenery should be minimal and uncluttered.
Email [email protected] for more information or guidance.
WellnessFX Branding Guidelines
