Doc
Brand Guidelines
Sometimes, all you need is a minute.
History to Future Established as part of a final year University Project, in 2016, he was just a programme to help you breathe. As time progressed, the project got bigger to where it is today, with many programmes and scientific backing to it’s creative and innovative processes, colours, layout and levels of interaction. Last year, around half a million people were reported to have stress, anxiety and depression related days off of work. Doc is for the purpose of aiding people to take just one minute out of their work day, for themselves. He is specifically designed to help lower anxiety and depression levels within a work environment. Through many types of programmes geared at stress relief. This programme intends to help people leave work at work.
Hello. I am Doc. Together, we can do this.
Personality Doc will be referred to as a personified self. All promotions and marketing with be made and have the tone as if said by Doc. They must always have a positive tone. Imagine Doc is an encouraging therapist. Use the promotional video as an example as to the tone of voice. In regards to appearance, all media must be kept white and simplistic, using all fonts, logos and additional imagery discussed later in this document. All design work must be kept clean looking and must be styled minimalistically, for the sake of ergonomics and psychological reasons.. Doc is non-profit and so must be humble in both aesthetics and personality when scripted and advertised.
Colour Schemes Doc is made up of three colours and three colours only. They can be seen on the following pages along with rules on opacity for print only, should it be required in future endeavours. The colours are set up to be CMYK, RGB and HTML ready and should not be adjusted in any way, No additional colours will be used, with one exception which will be discussed later in this set of brand guidelines.
Calm Blue
CMYK: 31, 0, 15, 0 RGB: 69, 100, 85 Hex: #afffda
Peace White
CMYK: 100, 100, 100, 100 RGB: 255,255,255 Hex: #ffffff
Restful Grey
CMYK: 16, 0, 5, 78 RGB: 18, 22, 21 Hex: #2f3835
Min 10% Opacity
100% Opacity
Min 10% Opacity
100% Opacity
Fonts & Uses Doc uses one typeface only, which is very versatile. It’s font is easy to read and verging on colloquial. No other fonts must be used in reference to Doc as it will not match and may not reflect well on the brand being personified as one person. Imagine a human having two completely different handwriting styles.
Dosis Regular Dosis Regular is to be used on all main body text and for key information such as contact details. It must never be smaller than 7pt.
Dosis Extra Light Dosis Extra Light is only to be used in additional information paragraphs or on quotes. It must not be used for important details such as contact details. It must never be smaller than 8pt.
Dosis Medium Dosis Medium is to be used for urgent information and headings only. Any text, across any media, should not be bolder than this. It must never be smaller than 8pt.
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Main Heading Sub Heading 1
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Sub Heading 2
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Here is an example of what content heavy pages could be written as if the background was in Restful Grey. The main heading is Dosis Medium, 22pt in Peace White. Also in this colour and font variation are the subheadings at 10pt. The main body is Dosis Regular 9pt. Note the subtle size difference between subheadings and main body. The quote is in Dosis Extra Light, 35pt and is shown here in Calm Blue. The layout is simple and uses a lot of negative space to create an all round clean look to prevent anxiety in cluttered pages.
Heading
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Neque porro quisquam est qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit.
Here is an example of what a simple quote could be written as if the background was in Peace White. This could be used online, in the programme or in print as a filler page. The heading in this example is Dosis Medium, 16pt in Restful Grey. Also in Restful Grey is a body of text that could be a quote. This is in Dosis Extra Light, 35pt. Under this, is a name of someone who may have quoted this in Calm Blue. This variation is Dosis Extra Light, 11pt. As if an actual example, a main body of text in Dosis Regular, 7pt, is at the bottom in Restful Grey. This could be additional information such as a website address.
Logo & Icon Doc has a logo that can be shorted to an icon. Identity is very important, and so the parameters around the logo placement and which logo to use etc, must be adhered to. Whilst Doc is not supposed to be the main focus, but rather his purpose is, Doc must maintain his identity for the sake of brand acknowledgement. Doc’s pulse icon must never be any smaller than 1cm square, however if the full logo is used, it must not have the text part smaller than 7pt.
Doc Here is the standard, and full logo. The pulse is in Calm Blue and the word Doc is in the Restful Grey. The explanations as to the layout and alternative colours and shortened logos to follow, however this is to be used as the main logo across all platforms.
The gap in the pulse icon is the same as the width of one of the strokes of the letters.
The gap between the icon and Doc is the same as the width of the inside of the D.
Doc The word Doc is the a third of the icon, aligned in the centre third to it’s right.
Lower-case letters are two thirds in height of the upper-case letter.
The kerning is pre-set with the font. Do not adjust this.
Doc Doc Doc Doc Doc Doc
If a Peace White background is used, Doc’s original logo will be used with the Calm Blue Icon if needed to be alone. As mentioned before, this icon may be faded for the purpose of design, but the for the sake of print this must not be faded any less than 10%. If used on a programme or online, the animated logo must be used. There are no variations for the digital logo, so it must be placed only on a Peace White background.
If a Calm Blue background is used, Only Doc’s icon will change colours. The pulse will change to a Peace White. As mentioned before, this icon may be faded for the purpose of design, but the for the sake of print this must not be faded any less than 10%. This logo is restricted to print only as all digital platforms must have a Peace White background.
If a Restful Grey background is used, the pulse will change to a Peace White and Doc will be changed to Calm Blue.. As mentioned before, this icon may be faded for the purpose of design, but the for the sake of print this must not be faded any less than 10%. This logo is restricted to print only as all digital platforms must have a Peace White background.
Photography Any photographs featured either on print or digital, must have the opacity of 30% before being placed on top of the Calm Blue pulse icon, or the colour of the icon in reference to print. Photographs must be cropped to fill the centre of Doc’s icon and will have the border of the outside pulse surrounding it. Photographs must be generic and if many are being used, there must not be any gender or age bias.
Sometimes, all you need is a minute.