Brand Guidelines

1. Brand
Visual
Guidelines

2. Introduction

3. INTRODUCTION
Brand Identity
Guidelines
This is a manual containing
the guidelines for properly
using the brand elements
across your graphic materials
and other stationery.
Using the following
suggestions will ensure
consistency in your brand’s
visual style.
Please refer to this document
every time you need info on
how to implement and design
your new materials, whether
print or digital.

4. Logo

5. LOGO
Construction and spacing
The logo is made out of a
combo of wordmark and
symbol/geometric shape and
underneath it has the tagline.
Character spacing was
selected to ensure readability
when scaled at small sizes,
as well as to convey elegance
and rhythm to its shapes.
The wordmark is set in
Geogrotesque Regular.
The tagline is set in ITC
Officina Serif Italic.
The wordmark has all the
word with the initial caps. The
tagline has no caps.
DO NOT CHANGE THE
SENTENCE CASE!
59.5x
6.5x
5x
x

6. LOGO
x
Safe zone
In order to properly see and
read the logo, it needs to have
some white (negative) space
around it.
ALWAYS ENSURE THE
MINIMUM ALLOWED SPACE
AROUND THE LOGO.
x
x
x
x
Safe zone - leave free
x

7. LOGO
Placement
The Health For Life Initiative
logo can be placed in each
of the corners, or middle of
a vertical margin. Follow the
examples and always ensure
the minimum safe distance
for the logo.
The first and last examples
are the standard.
It can be possible to place the
logo in other areas, but only
for creative impact on nonstationery materials, such as
advertisments or posters.
But please try to keep in the
brand guidelines as much as
possible.

8. LOGO
100%
80%
Color
Health For Life Initiative brand
colors are blue and black. In
order to maintain consistency
across print materials, please
use the correct color codes
or, if possible, using the
Pantone® color is advisable.
60%
BLUE
5%
40%
RGB: r0 g71 b186
CMYK: c93 m70 y0 k0
PANTONE: 2728 C
10%
20%
100%
80%
Here are the main and
secondary brand colors.
If more colors are required,
use caution when selecting a
new one.
KEEP IN MIND THAT
RBG-CMYK-PANTONE
TRANSLATION IS
APPROXIMATE, DUE TO
TECH CONSTRAINTS.
60%
BLACK
5%
40%
RGB: r0 g0 b0
CMYK: c0 m0 y0 k100
PANTONE: Black C
10%
20%

9. LOGO
Color Variations
2
colors
Health For Life Initiative uses
two main Pantone® colors,
as part of its core brand
elements. These are the
correct scenarios for color
usage.
Pantone 2728C +
Pantone Black C 70%
On negative color, the tint for
the fill color is 30%.
1 color
Pantone®
ONLY USE THESE
APPROVED VARIATIONS.
Pantone 2728C +
Pantone Black C 70%
1 color
black
Black 100% + 30%

10. Logo Usage
Crimes!

11. LOGO
Improper logo usage
Please refrain from applying
the following modifications
to the logo, or any other ones
that might have been omitted.
Do not change the tagline position
DO NOT ALTER THE
ORIGINAL DESIGN.
Do not disort
the logo
Do not change
the case sentence
Do not thin or thicken the logo
Do not change colors
into new ones
Do use unapproved color
variations
Do not add effects
Do not invert the colors
Do not use logo on a textured
background

12. Brand
Identity
Elements

13. TYPOGRAPHY
Tisa Pro Bold
The main typeface of the
Health For Life Initiative is Tisa
Pro Bold. It is to be used in
headings only.
The type size and leading can
be used at discretion, but
never below 18pt or px size.
Get more inwfo and a full
speciment here:
https://typekit.com/fonts/fftisa-web-pro/n7/wfs
The license for Tisa Pro Bold
must be bought individually.
IF TISA PRO IS NOT
AVAILABLE, AS
IN POWERPOINT
PRESENTATIONS OR THE
LOW-END WEB, PLEASE USE
GEORGIA BOLD.
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14. TYPOGRAPHY
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Open Sans
The copy typeface is a
complementing sans serif
font, called Open Sans.
Use this font at your
discretion, but try and stick
to the regular and the bold
versions usually.
16
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The five boxing wizards jump quickly.
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The five boxing wizards jump quickly.
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The five boxing wizards jump quickly.
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The five boxing wizards jump quickly.
Get more info and a full
speciment here:
https://typekit.com/fonts/
open-sans/n4/wfs
10
IF OPEN SANS IS
NOT AVAILABLE, AS
IN POWERPOINT
PRESENTATIONS OR THE
LOW-END WEB, PLEASE USE
ARIAL.
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1234567890&@.,?!’“”()
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9
ABCDEFGHIJKLMNOPQRSTUVWXYZ
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15. IMAGERY
Photography
Photography must be vivid,
warm and friendly. It should
display joy from the results of
following the program.
Please refrain from using
black and white imagery, since
they usually have a dark/sad/
too serious connotation.

16. Web
Application

17. WEB
Homepage

18. WEB
Registration Page

19. WEB
Researcher Page

20. WEB
Registration Form Page

21. WEB
Questionarre Page