BRAND GUIDE
SECTIONS
INTRODUCTION
1 2 3
How to Use This Guide Brand Story Our Values BRANDING
4 5 6 7
Logos, Sub-marks & Patterns Color Typography Photography PUTTING IT ALL TOGEHTER
8 9 10 11
Logo Do’s & Don’ts Supplemental Shapes Layouts Usage Examples
HOW TO USE THIS GUIDE
The Lodgepole Primary Care is thoughtful, primary care. and elevated. As well as clean and timeless. Within these pages you will find the guidance to create collateral for the brand that reflects these values and keeps the brand consistent.
BRAND STORY
Primary Care Designed around you. Lodgepole Primary Care set out to change the way people view and interact with their primary healthcare provider. Healthcare should lead with empathy and understanding, This is modern, disruptive idea puts people at the center of the business. When you or your family is sick, or need care, you shouldn’t have to nagivate a maze of red tape, only to spend a few minutes with your doctor. By creating an inclusive, membership-based primary care practice, LPC creates a stress-less, here-whenyou-need-us relationship between you and your doctor, and that just makes sense.
OUR VALUES
People First
Quality over Quantity
Community
LPC values the sanctity of the relationship between doctor and patient. We strive to transparent at every level of business and truly put people and their well-beings first.
The best care is one that is we thought out and individualied to you, the patient. We are build to serve you, no-one else. We truly believe in thoughtful healthcare.
We believe that stewrarding our community and environment are of great value to the overall well-being of where we are. We love where we live, and want to engage with the community we serve.
BRANDING
Lodgepole PRIMARY CARE
Lodgepole PRIMARY CARE
MINIMUM HEIGHT The Primary Logo should never be scaled smaller than 1.5” in height. At smaller sizes the taglines should be removed.
Lodgepole PRIMARY CARE
PRIMARY LOGO The primary logo for Lodgepole Primary Care is a combination mark and wordmark. Whenever possible, this mark should be used across all branding collateral. This includes. Business cards, flyers, website and social media. The X-height for the logo is the height of the lettersin the word “Design“ in the wordmark.
SCALABLE DESIGN The Lodgepole Primary Care brand system is designed to be scalable so that the brand looks good at any size or format.
WORDMARK & ICONS
WOR D M ARK 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 be used with or without the tagline.
SUB-MARKS & PAT TERNS SUB-MARKS AND ICONS A. Alt Wordmark B. Badge C. Icon
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.
C
PAT TER N
C
C
COLOR COLOR USAGE 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 Lodgepole Primary Care reflects the Thoughtful, Warm and Friendly vibe of the brand.
COLOR HIERARCHY
PRIMARY COLORS
DARK PINE PMS CMYK
PINE 567C
82 71 54 78
PMS CMYK
GRASS 7743C 75 37 89 27
PMS CMYK
153-11C 38 0 54 32
RGB
28 59 46
RGB
64 104 60
RGB
118 155 110
HEX
#1C3B2E
HEX
#40683C
HEX
#769B6E
SECONDARY PALET TE
MIST PMS
LAKE 5483C
PMS
BARK 134-1C 25 0 17 6
PMS CMYK
22-10C
CMYK
73 34 39 5
CMYK
0 18 26 31
RGB
75 133 142
RGB
179 214 204
RGB
207 175 139
HEX
#4b858E
HEX
#B3D6CC
HEX
#CFAF8B
The secondary palette should nenver be used as the foreground/tree/pinecone colors. whenever possible, these should be reserved for background colors and accent colors. the only exception is Bark, the Bark color can be used to represent the pinecone.
COLOR COMBINATIONS
CLASSIC
F R I E N D LY
CLASSIC
THOUGHTFUL
THOUGHTFUL
BOLD
UPLIFTING
THOUGHTFUL
Healthare for the way you live. Healthcare should lead with empathy and understanding, Because you are a person, with a heart. Let Lodgepole Primary Care take care of that heart and you with healthcare that is thoughtful, and designed around you.
TYPOGRAPHY
HEADLINES & CALLOUTS
Quincy Bold TRACKING 0 | Titlecase
SUB-HEADLINE MONTSERRAT SEMI-BOLD TRACKING 200 | UPPERCASE
BODY COPY
Proxima Nova
FONT USAGE 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.
PHOTOGRAPHY
Thoughtf Healthcar
I MAG ES & T E X T U R E S Because imagery will be an important part of the brand, it will be essential to keep the photos high quality and consistant. Whenever possible try to use a variety of ethnicities and ages that reflect the community. Tight shots of faces and bodies are preferred with clothing that simple is within the color palette. Do not use photos that have been tinted or put filters on any photos. A variety of indiviuals and families in a photos is preferred. Photography can be collaged, and paired with brand elements, to create a friendly diverse feel. Additionally, textures and image backgrounds are encouraged but should stay within, forest, and pine tree imagery .
ful re
Healthcre for every stage of life