BRAND GUIDELINE 2021
BRAND GUIDELINE 2021
About the Brand
4-5
Logo Usage
6 -10
Color Usage
11 -15
Typography
16 - 20
Photography
21 - 27
Contents
2
ABOUT THE BRAND
BeLocum at a glance
BRAND GUIDELINE 2021
We are the largest pan-Canadian automated mobile platform specializing in on- demand replacement in healthcare. We have been working in the pharmacy sector since 2015, providing pharmacists and pharmacist assistants. Since September, our platform has been serving the nursing sector. In March 2021, we
Unlike a personnel placement agency, we are a mobile application that connects health facility managers (clients) with exceptional professionals
are launching dental care. In 2022, we’ll launch Hospitality that will include catering and event field: brand ambassadors, hostesses, cook, water, barman, etc.
(substitutes) available to fill specific mandates as self-employed. The clients publish their mandate and negotiate directly with the relief professional.
BeLocum means: to be a staff
replacement, to be a substitute
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ABOUT THE BRAND
BRAND GUIDELINE 2021
Profile of our users
Age: 80% are between 18 and 37 Years Old
Age: 80% between 16 and 37 Years Old
Gender: 70% female
Gender: 50% female / 50% male
Unlike some of their colleagues who prioritize stability,
Users’ motivations: They embrace their freedom,
to have a fund, a single employer and prefer
like being one’s own boss and love their
monitoring their patients, our users prioritize
independence. They also like being in control of
freelancing. They work in a high demand field where
their schedule, flexibility & making more money. We
their profession experiences a shortage of personnel
want our brand to reflect that spirit.
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1 . 0 LO G O U S A G E
It is important that our branding remains consistent.
BRAND GUIDELINE 2021
Logo Usage
Please obey the brand guidelines for consistent brand communication.
01
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1 . 0 LO G O U S A G E
BRAND GUIDELINE 2021
Our brand logo consist of a logotype and logomark. Our logotype is based on a sans serif typeface designed to be simple, modern and uncomplicated. Our logomark acts as the identifying mark or symbol used to represent the brand. The logomark is ideal for
Logotype
social media avatars, stamps, wax seals, and stickers. The nature of the elements in the brand logo should not be modified or transformed in any way. The brand logo shall never be streched and should be resized proportionately so that they are legible at all times.
Logomark
Brand Logo
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1 . 0 LO G O U S A G E
Logo variation provides versions of the logo to be
BRAND GUIDELINE 2021
x
used for each branch of activity. The descriptor of branch is written below the brand logotype with a dedicated color selected to represent each branch of
x
activity. On the right illustrates the logo construction as a guide to include additional branches in the future.
Descriptor Font: Source Sans Variable Semibold
Logo Variation
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1 . 0 LO G O U S A G E
BRAND GUIDELINE 2021
Clear space is the area surrounding the logo that must be kept free of any other graphic elements. This exclusion zone indicates the closest any other graphic element can be positioned in relation to the logo. For logotype and logo variation, the minimum clearspace is determined by the height and width of the letter "O" from the logotype. The logotype and logo variations shall never be streched and should be
For logomark, the minimum
resized proportionately at all times.
clearspace is determined by the height and width of the letter “B” from the logomark. The logo shall never be streched and should be resized proportionately at all times.
Logo Clearspace & Minimum Size
Minimum Width:
Minimum Width:
Minimum Width:
25mm
15mm
8mm
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1 . 0 LO G O U S A G E
BRAND GUIDELINE 2021
Do not create compositions
Do not rotate or reflect the
Do not resize or modify
Do not add any unofficial
that are not provided
logo in any way
any part of the logo
elements in the logo
Do not compress or
Do not use gradient,
Do not change the color of
Do not add in special
stretch the logo, always
always refer to the
logo, always refer to the
effects such as drop
resize proportionately
color usage guideline
color usage guideline
shadows or 3D effects
Incorrect Usage
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2 . 0 C O LO R U S A G E
It is important that our branding remains consistent.
BRAND GUIDELINE 2021
Color Usage
Please obey the brand guidelines for consistent brand communication.
02
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2 . 0 C O LO R U S A G E
BRAND GUIDELINE 2021
Our brand consist of 3 main colors: white, light blue and dark blue.
White
Primary Colors
Light Blue
Dark Blue
CMYK
CMYK
CMYK
0 0 0 0
6 0 2 0
92 86 43 46
RGB
RGB
RGB
255 255 255
237 247 249
34 37 69
HEX
HEX
HEX
#FFFFFF
#EDF7F9
#222545
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2 . 0 C O LO R U S A G E
BRAND GUIDELINE 2021
Our brand consist of 3 main colors: white, light blue and dark blue.
Turquoise
Coral
Purple
Yellow
Blue
CMYK
CMYK
CMYK
CMYK
CMYK
54 0 27 0
4 52 50 0
55 70 0 0
6 25 71 0
73 20 8 0
RGB
RGB
RGB
RGB
RGB
112 201 196
236 145 120
131 99 170
238 191 101
46 161 205
HEX
HEX
HEX
HEX
HEX
#70C9C4
#EC9178
#8363AA
#EEBF65
#2EA1CD
Secondary Colors
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2 . 0 C O LO R U S A G E
Our brand logo is used in dark blue againts white and light blue background while the brand logo is used in white againts dark blue background. For B&W version, the brand logo is used in white againts black background while the brand logo is used in black againts white background.
Color Usage
BRAND GUIDELINE 2021
2 . 0 C O LO R U S A G E
BRAND GUIDELINE 2021
For logo variations, when used on all secondary backgrounds, our logotype is used in dark blue while the descriptor is used in white againts all secondary colors.
When used on white and light blue background, our logotype is used in dark blue while the descriptor is used in the representative color of the branch of activity. For B&W version, the logo variations are used in white againts black background while the logo variations are used in black againts white background.
Color Usage
3.0 TYPOGRAPHY
It is important that our branding remains consistent.
BRAND GUIDELINE 2021
Typography
Please obey the brand guidelines for consistent brand communication.
03
16
3.0 TYPOGRAPHY
Typography plays a large role in the brand identity. Poppins is the chosen primary font for the brand. The sans serif typeface is used for headers, titles and smaller exerts of text that require further emphasis.
BRAND GUIDELINE 2021
ABCDEFGHIJKLMNOPQR STUVWXYZ áâàäãåabcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*()+
Poppins
ABCD Primary Typeface
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3.0 TYPOGRAPHY
Red Hat Display is the secondary typeface. The sans serif typeface is used for body copy and larger paragraph of text. Within brand materials, Red Hat Display should appear smaller in scale in relation to Poppins.
BRAND GUIDELINE 2021
ABCDEFGHIJKLMNOPQ RSTUVWXYZ áâàäãåabcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*()+
Red Hat Display
ABCD Secondary Typeface
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3.0 TYPOGRAPHY
We've chosen a script font named Playlist to add personality to the brand. Playlist is suitable to be used for pull quotes or to highlight certain words.
BRAND GUIDELINE 2021
ABCDEFGHIJKLMNOPQRSTUVWXYZ áâàäãåabcdefghijklmnopqrstuvwxyz
Playlist Source Sans Variable Semibold is used as the descriptor font for the logo variations.
Tertiary Typefaces
19
3.0 TYPOGRAPHY
Typographic hierarchy is a system for organizing
BRAND GUIDELINE 2021
Subheading in Red Hat Display Medium
type that establishes an order of importance. This allows for clarity, consistency and a legible hierarchy for all communications.
Heading with Poppins Medium Poppins Medium can also be used for smaller
exerts of text that require further emphasis such as this paragraph.
Red Hat Display Medium is used for body copy. Red Hat Display Regular can also be used when a slightly more delicate weight is needed. Playlist is suitable to be used for pull quotes or to highlight certain words. Red Hat Display Medium is used for subheadings while Poppins Medium is used for button text.
Buttons In Poppins Medium
Logo Variation
Enjoy Life 20
4 .0 P H OTO G R A P H Y
It is important that our branding remains consistent.
BRAND GUIDELINE 2021
Photography Style
Please obey the brand guidelines for consistent brand communication.
04
21
4 .0 P H OTO G R A P H Y
BRAND GUIDELINE 2021
Dynamic Modern Innovative
Stay Free
Reliable Freedom Lifestyle
Photography Style
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4 .0 P H OTO G R A P H Y
Photography Style
BRAND GUIDELINE 2021
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4 .0 P H OTO G R A P H Y
Photography Style
BRAND GUIDELINE 2021
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4 .0 P H OTO G R A P H Y
Photography Style
BRAND GUIDELINE 2021
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4 .0 P H OTO G R A P H Y
Photography Style
BRAND GUIDELINE 2021
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4 .0 P H OTO G R A P H Y
Photography Style
BRAND GUIDELINE 2021
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BRAND GUIDELINE 2021