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Logo & IdentityBrand Guidelines
Well Nation Ltd. Copyright 2016 | SNA.09.12.16
Well Nation®
YO U N E V E R G E T A S E C O N D C H A N C E TO M A K E A F I R S T
I M P R E S S I O N.
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C O NT E NT SA B O U T T H E C O M PA NY
The Well Nation® Difference 6
About Our Customers 6
T H E LO G O
The Logo And It’s Usage 8
Alternate Treatments 9
Clearspace 10
Unacceptable Treatments 11
C O LO R
The Color Pallet 13
Color Tints And Secondary Pallet 14
T Y P O G R A P HY
Primary Type 16
Secondary Type 17
Headings And Colors 18
Character & Paragraph Styles 19
P R OTOT Y P E S
The Business Card 21
The Letterhead 22
A B O U T T H E C O M PA NY
A B O U T T H E C O M PA NY
The Well Nation® DifferenceFounded in 2003, Well Nation® is a privately-held Wisconsin-based company that serves
companies of all sizes throughout North America by assisting them in controlling their health
risk related costs by designing and implementing effective and proven wellness programs.
The brand is meant to convey the words Professional, Engaging, Impactful, Innovative and
Proven.
About Our CustomersOur customers tend to be mid to large size
corporations (300 to 5,000 employees) that
belong to a wide variety of different industries
and locations across the United States.
All of our customers share a common goal:
increase the ease of delivering an engaging
and effective wellness program that can
help lower healthcare costs, decrease
absenteeism and improve company culture.
Some of our customers look to Well Nation®
as a way to build their first wellness program,
while others are looking to transition away
from an existing solution. Whichever the
case, the stakeholders tasked with initiating
this process are often busy, risk adverse, and
looking to ensure that Well Nation® will make
onboarding and program delivery easy and
effective.
Our customers concerns vary depending
on job title, but can include matters such as
ease of implementation, aligning the wellness
program with organizational goals, meeting
compliance needs, retaining key employees
and a clear return on investment.
Our mission is to help the key stakeholders
understand how Well Nation® can meet their
expectations as a wellness solution now and
into the future.
See the Well Nation® Content Stategy Report for more information on the objectives of our taget audience.
T H E LO G O
T H E LO G O
The Logo And It’s Usage
Well Nation®
1 2
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Icon Wordmark
The Well Nation® Logo combines two elements: a logo mark, and a word mark . These
elements should never be changed. Position, size, and color, along with the spatial and
proportional relationships of the Well Nation® logo elements, are predetermined and should
not be altered. Used consistently, they will reinforce public awareness of the company.
The icon is designed to resemble the intersection of the “W” and the “N” of “Well Nation” as
well as two interconnecting hearts. It was formed through the combination of five identical
circles connecting at 45 degree angles. The gap between the “W” and the “N” shape is a
distance of 1/4 the diameter of the formative circles. (see Fig.1) The icon may be used in
isolation when horizontal space is limited or as a watermark.
Fig 1. The Removal Process
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T H E LO G O
Alternate Treatments
Well Nation®
Well Nation®
Logo on Black
Black Logo (for Black and White applications)
T H E LO G O
Clearspace
The Well Nation® logo requires separation from the other elements around it. The space
required on a sides is roughly equivalent to the cap height of the logo type. It should never be
less than that. The logo must always fit into the clearspace area and cannot be intervened by
other graphical elements which could hinder legibility of the brand.
Well Nation®
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T H E LO G O
Unacceptable TreatmentsPlease note: The logo cannot be changed!
Although creativity is appreciated, please do not alter the logo in any way.
Do not rotate the logo
Well Nation®
Do not skew
Well Nation®
Do not use different colors
Well Nation®
Do not use frames
Well Nation®
Do not use gradients in the background
Well Nation®
Do not change position of elements
Well Nation®
Do not use stroke shadows
Well Nation®
Well Nation®
C O LO R
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C O LO R
The Color Pallet
Well Nation®
A comprehensive color pallet has been developed to provide flexibility while creating a unified,
recognizable appearance across all communications.
The following color pallet has been selected for use in Well Nation® communications. Lighter
tinits of these colours are also allowed. The logotype may only be used with 100% tint.
The primary color is Indigo and the accent color is Pink. These colors are from the Google
Material Design color pallet. (https://material.google.com/style/color.html)
Dark Primary
#303F9F
Primary
#3F51B5
Light Primary
#C5CAE9
Text / Icons
#FFFFFF
Accent
#FF4081
Primary Text
#212121
Secondary Text
#757575
Divider
#BDBDBD
C O LO R
Color Tints And Secondary PalletThe primary color (Indigo) should be the most widely used across all screens and
components. The accent should be used to indicate a related action or information, and for
interactive elements.
Accent – Pink
A200
HEX #FF4081
RGB 255, 64, 129
CMYK 0, 87.95, 20.42, 0
Pantone 1915 C
A100 (Fallback A)
HEX #FF80AB
RGB 255, 128, 171
CMYK 0, 63.31, 5.41, 0
Pantone 204 C
A700 (Fallback B)
HEX #C51162
RGB 197, 17, 98
CMYK 19.25, 100, 40.48, 1.69
Pantone 215 C
Secondary color palette with variations for when a darker or lighter version of the color is needed
Primary – Indigo
500
HEX #3F51B5
RGB 63, 81, 181
CMYK 83.83, 75.83, 0, 0
Pantone 7455 C
100
HEX #C5CAE9
RGB 197, 202, 233
CMYK 20.83, 16.63, 0, 0
Pantone 2706 C
700
HEX #303F9F
RGB 48, 63, 159
CMYK 94.02, 88.08, 0, 0.02
Pantone 7686 C
Primary color palette with variations for when a darker or lighter version of the color is needed
T Y P O G R A P HY
T Y P O G R A P HY
Primary Type
RobotoRoboto has a dual nature. It has a
mechanical skeleton and the forms
are largely geometric. At the same
time, the font features friendly and
open curves. While some grotesks
distort their letterforms to force
a rigid rhythm, Roboto doesn’t
compromise, allowing letters to be
settled into their natural width. This
makes for a more natural reading
rhythm more commonly found in
humanist and serif types.
This font should be used in all
Well Nation® communications to
project a consistent visual identity.
This includes promotional materials,
advertising, digital assets, and printed
materials.
This sans serif font is available in
several styles. We use 4 of them. In
print and web assets Roboto is used
for headings and all basic text.
regularRoboto Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz0123456789
regularRoboto Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz0123456789
regularRoboto Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz0123456789
regularRoboto Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz0123456789
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regularArial Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz0123456789
regularArial Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz0123456789
regularArial Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz0123456789
T Y P O G R A P HY
Secondary Type
ArialThe Arial font is published by
Ascender Fonts.
A contemporary sans serif design,
Arial contains more humanist
characteristics than many of its
predecessors and as such is more
in tune with the mood of the last
decades of the twentieth century. The
overall treatment of curves is softer
and fuller than in most industrial style
sans serif faces. Terminal strokes
are cut on the diagonal which helps
to give the face a less mechanical
appearance.
This font should be used as a fallback
in all Well Nation® communications
when Roboto is unavailable or
unsupported.
This sans serif font is available in
several styles. We use 3 of them:
regular, italic and bold.
T Y P O G R A P HY
Headings And Colors
Display 3D I S P L AY 2Display 1Headline
Title
SubheadingBody
Caption
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T Y P O G R A P HY
Character & Paragraph Styles
Basic TextUt accatem inimaxi mporpor ehendi dolut que re dent rem earchicabo. Etur acia autestes
et faccullandus suntendi rendae. Nam sedia custisque vendi cus corum a nonsenimolor
aborescim et ulpa qui tota am et etur simusciissi int aut prem quost et venihiciati consequi
andandites as dolupta.
Basic Text BoldUt accatem inimaxi mporpor ehendi dolut que re dent rem earchicabo. Etur acia autestes
et faccullandus suntendi rendae. Nam sedia custisque vendi cus corum a nonsenimolor
aborescim et ulpa qui tota am et etur simusciissi int aut prem quost et venihiciati consequi
andandites as dolupta.
Basic Text ItalicUt accatem inimaxi mporpor ehendi dolut que re dent rem earchicabo. Etur acia autestes
et faccullandus suntendi rendae. Nam sedia custisque vendi cus corum a nonsenimolor
aborescim et ulpa qui tota am et etur simusciissi int aut prem quost et venihiciati consequi
andandites as dolupta.
P R OTOT Y P E S
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O U R B R A N D
The Business Card
Version 1This is a template for a standard 2.5” x 3” business card.
Wel
l Nation® John Doe, MPH, FACHE
Chief Executive Officer
(920) 123 4567 (920) 123 4567 [email protected]
2124 Kohler Memorial Drive, Suite 300Sheboygan, WI • 53081www.wellnation.com
Wel
l Nat
ion® John Doe, MPH, FACHE
Chief Executive Officer
(920) 123 4567 (920) 123 4567 [email protected]
2124 Kohler Memorial Drive, Suite 300Sheboygan, WI • 53081www.wellnation.com
The Front
The Front
The Back
The Back
Version 2Here is an alternative template for a standard 2.5” x 3” business card.
O U R B R A N D
The LetterheadThis is a sample for the standard Well Nation® letterhead.
SEPTEMBER 27, 2016
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much lorem. oh my amet, much lorem. want consectetur. many design, want layout.
Sincerley,
John Hancock
John Hancock
2124 Kohler Memorial Drive, Suite 300 | Sheboygan, WI, 53081 (920) 457 3036 | (920) 694 3599
Well Nation®
Well Nation® Ltd. | 2124 Kohler Memorial Drive, Suite 300 | Sheboygan, WI, 53081 (920) 457 3036 | (920) 694 3599