Brand
Guidelines

Making it easier to build and ship
features that look and feel like they
came from Fullscript

Updated Oct 2019

Brand Identity —
The Way We See It

Our brand guide is a simple and powerful document that guides everything we do. Including how we look, think, and talk to the world.

The beauty of working together is that everybody has their own ideas and perspectives. However, consistency is important if we want to build trust and affinity for our brand. If you’re reading this document, we’ve entrusted you with the Fullscript brand. As our brand evolves, so will our rules and tools.

The purpose of the Brand Guidelines are to give you a solid foundation for your work, but it won’t answer every question you’ll encounter. Stay creative and feel free to think out of the box. If you aren’t sure if your creation is on-brand, just ask!

Positioning & Marketing Questions
Shea, VP Marketing

VBI & Product Questions
Cat, Senior Designer

Fullscript exists to take the hassle out of integrative healthcare.

This is our guiding mission statement, and it drives everything we do. It can serve as a gut check - if we’re about to launch something new, and it doesn’t take the hassle out of integrative healthcare, why are we doing it?

Audience

Fullscript’s target audience is integrative healthcare practitioners in the US and Canada who use dietary supplements in practice.


Medical Doctors


Osteopaths


Nurse Practitioners


Chiropractors


Nutritionists


Naturopaths

Compared to conventional practitioners, an integrative healthcare practitioner spends more time with any given patient, has more non-billable hours per patient, and earns less money. They also cite business management responsibilities as a barrier to spending enough time with patients.

Practitioner Values

Social responsibility · Authenticity · Learning

Practitioner Insight

“My top priority is helping my patients find wellness, and that takes time, but other responsibilities get in the way.”

Personality

Fullscript is a healthcare company, so we have to exude cleanliness and safety. However, we are a tech startup and we’re proud of that! We never want to feel sterile or overly formal. We are a white lab coat with skinny jeans and Converse sneakers underneath.


Friendly


Empathetic


Helpful


Confident
yet humble


Honest


Reliable

Messaging & Tone

Communication that comes from Fullscript should never feel stuffy – it should read as if it were spoken word. Our tone always reflects the Fullscript personality, and where appropriate, we inject some playfulness!

Less is more

If you can say it with fewer words, you should.

Embrace contractions

Say it out loud, as if in conversation.

Oxford comma is your friend

Meaning can change very quickly without it!

✖ Off-brand

You may want to use this new feature if you have multiple practitioners under one account and cannot currently reconcile your sales payout.

✔ On-brand

Use this feature to make payouts for multi-practitioner clinics a snap!

Unique Selling
Propositions

1
Complement physical inventory
2
Improve patient adherence
3
Win the refill business
4
World-class support
5
Catalog of 300+ brands

Visual Identity

Learn more about our colors, preferred font families, icon sets, choosing the right photo, logo usage, and UI basics.

Colors

Greenery and Berry are our core colors. We rely on them heavily to convey our integrative care movement.

Primary

Light
#9ABC66
Extra-Light
#F8FAF5
Greenery
#88B04B

CMYK 53, 13, 92, 0

TPG 15-0343

Pigeon
#5E778E
Pigeon-Light
#C8D0D8
Pigeon-Extra-Light
#EBF0F5
Orion
#404F5E

CMYK 77, 60, 47, 30

TPX 19-4229

Light
#3D8EC4
Extra-Light (Cloud)
#F5F7FA
Berry
#1C7ABA

CMYK 84, 47, 3, 0

PMS Process Blue C

Secondary

Pigeon #5E778E

CMYK 68, 47, 32, 6

TPG 5415 C

Borders #C8D0D8

CMYK 16, 7, 13, 0

No pantone

Silt #ABBDB1

CMYK 35, 16, 31, 0

TPG 14-5706

Tertiary

Citrus #F89C1C

CMYK 0, 45, 100, 0

PMS 1375C

Coral #EF5C6E

CMYK 1, 79, 46, 0

TPG 17-1744

Grape #784067

CMYK 52, 82, 36, 16

TPG 18-3014

Highlighter #FBF8E5

CMYK 1, 1, 9, 0

No pantone

We embrace white as a background in much of our work. Using white as a canvas keeps Fullscript looking clean and fresh. When designing core materials, we default to ‘white background first.’ Tertiary colors are used sparingly. They lend well to things like favorite stars (citrus), banner alerts (grape), and error statements (coral).

Typography

Simple. Sofia for all. A flexible font available via Adobe Typekit in 8 weights.

Sofia Regular

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz123456789!@#$%

Sofia.zip Log in required

8 Weights

Ultra Light
Extra Light
Light
Regular
Medium
Semi Bold
Bold
Black

Italics

Ultra Light
Extra Light
Light
Regular
Medium
Semi Bold
Bold
Black
Nunito Sans is our font of choice inside of all Google products. Helvetica Neue is our back up substitute when Sofia is not available on a system or platform. A font family or even specifically a typeface within that family can garner positive emotional responses to a product. Please make your best effort to use Sofia where possible.

Iconography

We pull from two large collections, Futuro and Font-Awesome.

For all marketing materials, we use Futuro Icons by Bloomicon. 1,200 icons to choose from.

For fast and easy icons in our product we use Font-Awesome. It has 7,020 icons.

Futuro Icons Log in required

Illustration

Minimal & flat

We avoid 3D elements, textures, and gradients to keep things simple

Minimal lines/outlines

We stick to fills instead of strokes, and use full color blocks for shading in place of gradients

Balance & contrast

The focal point should make use of colour, contrasting with light and subtle background elements

Photography

We use photos that are clinical without being sterile, look natural and healthy, and feel light and fresh.
✔ Good
✖ Bad

A capsule is a capsule – they all look the same. Instead of littering our content with endless capsules, we choose photos that signal the ingredient or condition.

✔ Good
✖ Bad

If you need to show a clinic, add interest by including a candid shot of a real physician or patient (with consent). Stay away from stock photos with actors.

Stock photography

Not all photos are equal! Be mindful to choose photos that are not rights managed. It’s important that the photo can be used commerically for free, without attribution.
Recommended Unsplash · Pixabay · Pexels · Burst · Pikwizard

Scene creators

We have a large collection of scene creators, such as these plants from 'The Scene Creator.'
Image seen right

We lean towards plants that mimic our logo - broad, flat, with green leaves. The exception to this rule is on content that is specifically discussing herbal products, food products, or nutrition.

Logo Treatments

We have positioned ourselves for fairly flexible use of our logo, but keep these considerations in mind.

USE THE COLOR LOGO ON LIGHT SHADES

USE THE WHITE LOGO ON TOP OF COLORS

USE ORION BLUE FOR SINGLE COLOR OR GREYSCALE PRINTS

USE THE COLOURED LOGO ON ORION BLUE OR BLACK

OUR LEAF PICTOGRAM FOLLOWS THE SAME RULES

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Wanna chat about VBI?

If you have any questions about our visual brand, design resources, or have an idea to help further this guide, contact Cat via email

Cat, Senior Designer
cat@fullscript.com

Keep in mind that this guide will evolve, so check back in!

Handbooks

If you love hacking on code or slaying pixels, we've got some great further reading for you.