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
04
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
05
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
BRAND STYLE GUIDELINES | 2019
07
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
08
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.
BRAND STYLE GUIDELINES | 2019
09
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
BRAND STYLE GUIDELINES | 2019
10
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.
BRAND STYLE GUIDELINES | 2019
11
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
BRAND STYLE GUIDELINES | 2019
12
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
13
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
BRAND STYLE GUIDELINES | 2019
14
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
BRAND STYLE GUIDELINES | 2019
16
Headlines should be Bold, sentence case, ranged left with leading (pt) equal to font size (pt). Tracking is -40. BRAND STYLE GUIDELINES | 2019
17
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.
BRAND STYLE GUIDELINES | 2019
18
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
19
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.
BRAND STYLE GUIDELINES | 2019
20
BRAND STYLE GUIDELINES | 2019
21
Note: It’s your responsibility to ensure you have the proper permission and licensing when using photographs.
BRAND STYLE GUIDELINES | 2019
22
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
23
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
BRAND STYLE GUIDELINES | 2019
24
© 2019 Careers In Wh ite. All right s res erve d .
www.careersinwhite.com