Style Guide
Our Logo Spacing Alignment Our Colors Our Typeface Our Strapline Our Brand Words Our Signature Our Imagery Relationship and Community Depth of Field Stock Photograhy Contact
logo
Our Logo The Icon represents strength, confidence and perserverance in the face of adversity. The Icon is bounding forward and standing tall; confident and empowered by the hope found in knoweldge and community. When positioned together with the Wordmark, the icon is set to leap into the future. The logo can be rendered in either brand blue, brand green, black or white. It should always be flat and never be altered with gradients, drop shadows or threedimensional effects.
wordmark
icon
Logo Spacing
Bounding box
In all of its three forms, our logo, wordmark and icon should be clearly separated from other visual elements. If you draw an imaginary box around tangent to the outermost edges of the forms found in the logo elements, you create the bounding box. The margin box around can be calculated by means of the x-height or the height of a lower-case x at the same scale as the letterforms in the wordmark. The space between the bounding box and the margin box should be no less than one x-height.
margin box
Logo Alignment
y-height
½Y
baseline
When vertically aligning the full logo with other elements, you should align it based on the top of the Y-height or the height of a capital letter Y as measured from the baseline.
When vertically aligning the Wordmark, without the Icon, simply use ½Y-height
PANTONE 2935 U CMYK 92 65 0 0 WEB # 246ab4
Our Colors
PANTONE 295 U CMYK 86 64 38 17 WEB # 003655
PANTONE 3258 U CMYK 69 6 44 0 WEB # 45b3a2
Our colors help define our tone. Human, vibrant and modern. For readability of text, all body text should be set in black or white. Large heading text may be set in either of the first two colors while the green and beige should be reserved for backgrounds and other non-text visual elements.
PANTONE Warm gray 1 u CMYK 13 13 16 0 WEB # e7e2d5
regular
Our Typeface Lato Our type face – or font – also helps to strengthen our brand and ensure that text is readable to all. Lato is an open-source type face created by Łukasz Dziedzic. Unlike many brands, our typeface is available as a web font so should be used consistently throughout all print and web media.
ABCDEFGHIJKL MNOPQRSTUVWXYZ abcdefghijkl mnopqrstuvwxyz Bold
ABCDEFGHIJKL MNOPQRSTUVWXYZ abcdefghijkl mnopqrstuvwxyz Black
ABCDEFGHIJKL MNOPQRSTUVWXYZ abcdefghijkl mnopqrstuvwxyz
Our Strapline Our strapline is the clearest statement of our value proposition and mission. It is personal and direct, inspiring action and membership. It also includes its definition a wide range of “experts,” including patients themselves. And, for the first time, it limits the focus to cancer topics, highlighting Patient Power’s dedication to highly credible, focused patient education.
Connect to the Knowledge of a Community of Cancer Experts
Our Brand Words Our brand words describe the value that we provide in a bold and consice manor. The path to patient empowerment is represented by the connection between the words--knowledge leads to the confidence to make informed decisions, which leads to hope. The brand words are brief, powerful and can be translated into any language.
Knowledge. Confidence. Hope.
Our Signature
Our sign off is rooted in our history is a symbol of continuity. It includes within it the highest value, knowledge, as well as the warmth that our audience has come to expect. The signature reinforces our strapline and brand words, once again making the connection between knowledge and patient empowerment.
Knowledge Can Be the Best Medicine of All
Our Imagery Intrinsic to Patient Power’s mission and values is respect for patients both as experts in their own right and as individuals. Photographs used to support the brand should feature people who look confident and empowered, never weak or subservient. Whenever possible, photographs should come from Patient Power’s own library.
Relationship and Community
Patient Power is a community. Photos illustrating the brand should reassure people that when they’re part of Patient Power, they’re not alone. Create and select images which include multiple subjects. Small groups and couples are great.
Depth of Field
In real life, people exist in places, not on backdrops, but the focus is on them. When creating and selecting photos where an individual or group of individuals are the subject(s), utilize a shallow depth of field. This is a photographic effect that allows the subject to stand out clearly from the background. The effect grounds the photo in the “real world� while keeping the focus on the subject. Also, photos should be full color. No black and white!
Stock Imagery
These same principles can be applied to selecting stock images as well. Select photos that show people who are confident; in a relationship with one another; in a real-place, never on an isolated background; and which utilize shallow depth-offield. Patient Power does not maintain an extensive corporate library of stock photography. If you need help selecting an appropriate image from a photo retailer, please ask.
Please direct questions regarding these brand identity standards to: Brian Blankinship brian@patientpower.info
Version 1.0 Designed by Brian Blankinship in 2013 Running Man icon design by Jen Pennington, Rhizome Design in 2005 Lato type face designed by ﾅ「kasz Dziedzic in 2010 and published under an SIL Open Font License 1.0
Available online at: www.patientpower.info/about/brand ﾂｩ 2013 Patient Power, LLC