Careers in white , Brand style guidelines

BRAND STYLE IDENTITY GUIDELINES w w w. c a r e e r s i n w h i t e . c o m

Brand Manual | 2019

Contents 01. About us............................................ 04 02. Logo................................................... 05 03. Logo usage....................................... 09 04. Brand colors..................................... 12 05. Typography....................................... 14 06. Hierarchy.......................................... 19 07. Imagery............................................. 20 08. Checklist........................................... 23 09. Contact us!....................................... 24

About Us The Careers in White events, website and mobile app are dedicated to anyone wishing to develop a career in the medical field, whether it’s medicine, pharmacy, physiotherapy, nursing, dentistry, biotech, CRO, Regulatory Affairs or any other affiliated specialties.

Careers in White fairs and job portal bring together employers with potential employees, educators with learners, medical suppliers with potential customers and head-hunters with their future collaborators.

Tagline

We put care in your career

Vision Statement

Our vision is to create a world in which all people benefit from well trained, motivated and happy medical personnel.

Mission Statement

Make every health professional in the world achieve their full potential regarding their careers.

Value Statement

We put value in ensuring healthcare professionals develop their career and helping healthcare recruiters connect with medical professionals.

BRAND STYLE GUIDELINES | 2019

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Logo Primary version The Careers in White logo uses three colors: Blue, Red, Gray and white. Primarily the logo should be used on a white background for maximum impact and clarity.

BRAND STYLE GUIDELINES | 2019

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Clear space Area around the logo shows how close to the edge of printed medium logo can be placed. Empty area around the logo cannot be distributed by any elements in any case. On all sides, the exclusion zone should be measured from the farthest edge of the logo. No element, other than our tagline, may encroach on this space.

The minimum clear space is defined as x, measured by the width of the word ''in''. The minimum clear space of 2x should always be applied. Try to maximize clear space whenever possible.

2x

2x

BRAND STYLE GUIDELINES | 2019

2x

x

2x

06

Logo sizing To make sure our logo is always visible we’ve determined a minimum display size for the digital and print applications.

The minimum size of our logo is 21px on screen, or 0.25in (6.35mm) in print. In exceptional circumstances, smaller sizes for print may be necessary (e.g. on event merchandise). In such cases, legibility should always be your top priority.

Minimum print size is 0.2’ wide minimum digital size is 21 pixels wide

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Background colors Ideally the logo is to be used on a white background for maximum impact and clarity. When this is not possible, be sure to choose background colors or photos that provide sufficient contrast with the logo.

BRAND STYLE GUIDELINES | 2019

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Logo Usage Formats Logos are available in a variety of formats, such as EPS, PDF, PNG and JPG. Both EPS and PDF formats are used for print media and can only be opened using specific software. JPG and PNG formats are mainly used for digital media.

Correct Logo placement Different formats require the logo to be placed in different positions, but as a general rule official logo should be placed in the top right-hand corner. However, best judgment should be exercised on a case-by-case basis, and there are many exceptions to the general rule.

Incorrect logo applications or Usage You must not change the shape or color of the logo, make it fuzzy, add text to it, change its proportions, crop it or in any other way change the original design. These rules apply to all versions of the logo.

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Incorrect logo applications

DO NOT distort the logo

DO NOT change the placement of the icon or the logotype

DO NOT modify the logo

DO NOT outline the logo

DO NOT change the typeface

DO NOT slant the logo

DO NOT apply effects

DO NOT print the logo in colors that are unapproved

DO NOT change the size relationship of the icon to the logotype

DO NOT rearrange the colors of the logo

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DO’s and Don’ts We don’t want to come across all doom and gloom, but there is a right way and a wrong way to present our logo.

01. If it’s unavoidable to sit the logo on a color or a photo, use the negative logo.

02. Do not rotate or stretch the logo.

03. Do not place the logo on the wrong colors. And never add other colors to the logo.

04. Do not add other elements to the logo like letters, boxes or frames etc.

05. Do not produce or use line art logo.

06. Do not use the logo on backgrounds that are not in good contrast with the logo.

07. Do not add embellishments like drop shadows, embossing etc. to the logo.

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Brand Colors Color Usage Color references are included for CMYK, RGB and HEX Values for consistency across different media. Where possible, the logo should be reproduced in the CMYK color process. Equivalent colors can be composed using the RGB and HEX references included when the logo is to used digitally.

Primary colors Following is our corporate primary color palette.

80%

60%

40%

20%

CMYK - 0, 81, 85, 13 RGB - 221, 42, 34 HEX - #dd2a22

80%

80%

60%

40%

20%

CMYK - 54, 42, 0, 45 RGB - 65, 82, 141 HEX - #41528d

60%

40%

20%

CMYK - 0, 1, 3, 13 RGB - 223, 221, 217 HEX - # dfddd9

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Secondary Colors The palette allows the addition of secondary colors to enrich the visual identity of our brand. Lighter tints (up to 20 %) of these colors is also allowed.

80%

60%

40%

20%

CMYK - 90, 30, 95, 30 RGB - 22, 104, 56 HEX - #006838

80%

60%

60%

40%

20%

60%

40%

20%

60%

40%

20%

CMYK - 80, 10, 45, 0 RGB - 0, 167, 157 HEX - # 00A79D

40%

20%

CMYK - 0, 26, 20, 23 RGB - 197, 145, 157 HEX - # c5919d

80%

80%

80%

CMYK - 0, 0, 0, 100 RGB - 0, 0, 0 HEX - #000000

60%

CMYK - 35, 100, 35, 10 RGB - 158, 31, 99 HEX - # 931F63

BRAND STYLE GUIDELINES | 2019

40%

20%

80%

CMYK - 78, 61, 14, 2 RGB - 88, 93, 136 HEX - #585c87

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Typography Text for correspondence and publications should preferably be set in upper and

Two typefaces we use are Lato and Gotham-to make our brand look better.

lower-case, and justified left and right.

Capitalization should never be used for body text, but is acceptable for headings.

FONT USAGE Our corporate typefaces are Lato and Gotham . These full font families come in a range of weights to suit a multitude of purposes. These are optimized for print, web, and mobile interfaces, and have excellent legibility characteristics in their letter forms

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Lato Here we use 4 weights.

Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

BRAND STYLE GUIDELINES | 2019

Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

Light Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

15

Gotham Here we use 2 weights.

Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

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Headlines should be Bold, sentence case, ranged left with leading (pt) equal to font size (pt). Tracking is -40.

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Body copy should be regular, sentence case, ranged left with leading (pt) equal to font size (pt) × 1.3 Use Bold to intersperse sub-headlines, highlights & links.

Yo, I’m an example paragraph.

My body copy is 12pt, so my leading is 12pt × 1.3 = 16pt.

I’m gonna put something really important here.

Quick tip - if you ever land on a decimal point, then round me up to the nearest whole number.

Don’t worry, we hate counting too.

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Hierarchy Size is the simplest way to create contrast between different typographic elements in your design. With 6 levels of typography, the font size generally starts out largest on top (level one; your most important information) and decreases in size as you move down the page.

Layout, for both print and screen, is one of the most important aspects of graphic design.

HEADING 1

The quick brown fox Lato , 60 pt regular, italic

HEADING 2

Lato , 44pt regular, italic

The quick brown fox HEADING 3

Lato , 24pt regular, italic

The quick brown fox HEADING 4 Gotham, 15pt black

The quick brown fox HEADING 5 Gotham, 14pt regular uppercase, spacing 200

T H E Q U I C K B R OW N FOX BRAND STYLE GUIDELINES | 2019

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Imagery Careers in White’s brand visual language is often captured through imagery. Using great images engages viewers and communicates volumes about your message.

Here are some best practices to help ensure your image properly reflects your professionalism while protecting the integrity of the Careers in White brand.

Lighting – Be mindful of shadows and harsh lighting / glare, on the subject or in the background.

Composition – Keep your images in balance and crop out extra and / or distracting elements.

Perspective – Don’t be afraid to zoom in. Moving in closer on the subject helps viewers engage with the photo.

Keep it Simple – Don’t make the frame too crowded. Simple, clean photos communicate most effectively.

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Note: It’s your responsibility to ensure you have the proper permission and licensing when using photographs.

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Checklist Best to have a checklist. Then you know that you have done everything right.

01 The Logo

Only use logos that are complete and in an appropriate version, created from original digital artwork. Please check that you have respected the minimum size and exclusion zone requirements.

02 Backgrounds

The logo should not appear on light or cluttered images without being reversed out.

03 Graphics

Check that any supporting graphics or graphic elements do not marginalize, obscure or overpower Our Company logo.

04 Typography

Check that our corporate typefaces have been used appropriately where applicable.

05 Design

Be sure to provide these guidelines to third parties or collaborating partners.

A final thought...

If in doubt, take a look back through this document, all the answers are there. We don’t ask for much, just a little love and respect for our branding which is why we think we’ve created a flexible system that won’t stifle your creativity.

BRAND STYLE GUIDELINES | 2019

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Contact us!

Any questions?

Feel free to contact us!!! www.careersinwhite.com contact@careersinwhite.com +4 0371 382-348 Str. Salcâmului, nr. 37, ap. 47, Cluj, Cluj-Napoca, România

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© 2019 Careers In Wh ite. All right s res erve d .

www.careersinwhite.com