BRAND SYSTEM
com for t • ca re • com m un i t y Los Alamos Children’s Dentistry is a Pediatrics Dentist office that serves the Los Alamos Communtiy. Community, caring and comfort is at the center of what we do. We strive to create an experience for your child that promotes healthy habits in a way that is not imtimidating. The experience your child has with us will stay with them for a lifetime, as they grow, Los Alamos Children’s Dentistry is there by your family’s side so that you can keep on smiling.
MOOD BOARD
PRIMARY LOGO
MI N IMUM HEIG HT The Primary Logo should never be scaled smaller than 1.5� in height.
P RI MARY LOG O The primary logo for Los Alamos Children’s Dentistry is a combination a word-mark and icon. The bear is a friendly symbol of family and comfort. It is also memorable for children. The Primary logo can be used in the line-work style or fill style depending on it’s application, but when in doubt use the line-work style. Whenever possible, this mark should be used across all branding collateral. This includes. Business cards, flyers, website and social media.
WOR D M AR K
WOR D M AR K In some instances, the primary logo will not work, to insure the integrity of the brand is upheld. Other marks may be used. The wordmark will work well for when the primary mark is too tall to be seen legebly. This may include website “top menu“ bars, invoices, or other horizontal collateral. The wordmark can also be paired with the script font or the flower to add interest. This would work well for event flyers.
SU B-M ARK S AND ICON S
A
B
S U B-MARK S AN D I CON S A. BEAR B. STAMP The submarks and icons can be used to replace both the primary logo and the wordmark if those logos do not work well with the format, are too small, or to add interest/clarification to the wordmark. The Submarks and icons should never be used directly next to the primary logo. The sub-marks and icons make excellent social media avatars and profile images, as well as favicons on websites
COLO R
DEEP BLUE
DEEP BLUE
MINT
Pantone 2965 U
Pantone 572 U
CMYK
CMYK
80 62 43 26
41 0 23 0
RGB
60 81 100
RGB
143 221 209
HEX
#3D5265
HEX
#8FDDD1
LAVENDAR
SKY BLUE
Pantone 257 U
Pantone 304 U
CMYK
CMYK
22 43 0 0
LAVENDAR
40 0 7 0
RGB
195 154 203
RGB
140 219 237
HEX
#C39ACB
HEX
#8CDBED
SKY BLUE SUNLIGHT
SUNLIGHT
SUMMER
Pantone 127 U
Pantone 162 U
CMYK
CMYK
0 9 58 0
MINT
0 33 35 0
RGB
253 226 132
RGB
255 187 154
HEX
#FDE284
HEX
#FFBB9A
COLO R USAG E In any brand, one of the most important elements is color. Keeping consistent, well-put-together color palettes can bring a brand to life. The color palette for LACD reflects the FUN, NURTURING atmosphere and experience you will receive while in the care of Los Alamos Children’s Dentistry.
SUMMER
comfort • care • community
D E N TA L C A R E with a community in-mind
FONTS
HEADLINES
G O T H A M R O U N D E D F A M I LY TRACKING 200 | ALL-CAPS | Any Weight
SUB-HEADLINE
gotham bold TRACKING 0 | lowercase | bold only
SUB-HEADLINE ALTERNATIVE
Quincy Black
TRACKING 0 | lowercase
BODY COPY
Gotham Light
F O NT USAG E Consistent type and font usage is important in any brand. Please follow these guidelines to ensure the pieces you make are consistent with the brand.
U SAGE
U SAG E EX AM PLE S With any brand, understanding proper usage will ensure consistency and professionalism across every touch point of a business. The following are examples of proper and improper usage for the LACD Brand System.
SUMMERTIME SMILES brought to you by los alamos children’s dentistry
DESIGN BY BRITT FELTON