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. The purpose of the Brand Guide is to give you a solid foundation for your work. If you’re reading this document, we’ve entrusted you with the Fullscript brand. As our brand evolves, so will our rules and tools. If you aren’t sure if your creation is on-brand, just ask!
It's our job as the Fullscript team to protect the integrity of our logo at all times — both its symbol and its wordmark. As such, we've created guidelines to provide clear instruction on how to use the Fullscript logo in a variety of contexts.
Use the full positive logo on white or light backgrounds.
Use the full white logo on dark 500-900 colors, and dark image backgrounds.
Use the full black logo on intermediate 300 and 400 colors.
Use the white/negative logo on dark colors.
Safe zones
This grid represents the minimum space required for separating the logo from competing elements.
Ensuring proper use of our logo is important to convey a professional, consistent, and trusted brand image.
Incorrect usage
In early 2022, Fullscript joined forces with Emerson Ecologics to further our mission to make integrative care accessible to everyone. It's our job as the Fullscript team to protect the integrity of our logo at all times — both its symbol and its wordmark. As such, we've created guidelines to provide clear instruction on how to use the Fullscript logo in a variety of contexts.
For legibility and accessibility purposes, use the two color logo on 100 and 200 colors, and light image backgrounds.
Use the full white logo on dark 500-900 colors, and dark image backgrounds.
Use the full black logo on intermediate 300 and 400 colors.
Use the white/negative logo on dark colors.
Safe zones
This grid represents the minimum space required for separating the logo from competing elements.
Ensuring proper use of our logo is important to convey a professional, consistent, and trusted brand image.
Incorrect usage
Safe zones
At minimum, keep the logo a ‘C’ space away from competing graphics.
Logo placement
Place a separator line one ‘C’ space away from the Fullscript logo, and the same space distance to the partner logo.
The graphic elements and overall shape of partner logos will vary greatly. Use this placement examples as a guide. The partner logo should appear optically balanced, while respecting the minimum distance specified.
This system is flexible in that a logo can be vertically centered with the Fullscript logo, or sit on its baseline – depending on the partner logo style and format.
Fullscript-led
For all materials where the Fullscript message and brand are used, the Fullscript logo must appear before the partner logo to ensure correct brand association. These would include any and all materials created specifically by Fullscript.
Partner-led
When a partner creates their own advertisement or social post, it should reflect their brand and NOT the Fullscript brand. The same construct applies, but in reverse. In these instances, the partner brand takes the lead and is supported by the Fullscript logo.
All sub-brand requests must come through the marketing team to ensure they align with our system and serves and represents the initiative properly.
With full logo
We reserve full logo sub-branding for external-facing initiatives requiring awareness and serving a business case. Any sub-brand that includes our logo brings awareness to Fullscript but adds a layer of complexity to promote the sub-brand. For this, we reserve full logo sub-branding for distinct and marketable Fullscript services or offerings. Note that materials using this logo should NOT include an additional separate Fullscript logo. This logo treatment covers it.
With logo symbol
We reserve full logo sub-branding for external-facing initiatives requiring awareness and serving a business case. Any sub-brand that includes our logo brings awareness to Fullscript but adds a layer of complexity to promote the sub-brand. For this, we reserve full logo sub-branding for distinct and marketable Fullscript services or offerings. Note that materials using this logo should NOT include an additional separate Fullscript logo. This logo treatment covers it.
Internal
Internal branded programs/events that need an identity should be discussed with and created by the marketing team. Internal branding should be done sparingly and only when there is a distinct need to bring awareness company-wide. We may not be able to accommodate every request, but we’re happy to discuss your needs. Please reach out.
Our colors have been chosen to meet AA Level Web Content Accessibility Guidelines (WCAG) to ensure accessibility for all.
Note: The colour of the text and icon within the capsule shapes below represent the most effective and accessible colour combinations needed for text and for best displaying our logo. Use Coal 2 for text where possible to ensure clear accessibility compliance.
Core palette
Our core palette represents our main corporate color palette. Greenery is used primarily for our Fullsctipt logo. It can be used graphically, so long as it isn’t used as text or with text reversed out of it. Though it carries our signature colour, it is NOT an accessible colour that can be used to display content. Grey 700 is the other color that makes up the positive version of our logo. It also provides maximum contrast for content when used for text or for graphics.
Expanded palette
These colors allow for greater variety. This more vibrant palette projects health and vibrancy. They can be used to support campaigns and to draw attention when used as icons, labels, and illustration.
Hover to view hex code and click to copy.
Core palette – Fullscript
Core palette – Emerson Ecologics
Expanded palette – Fullscript & Emerson Ecologics
Our colors have been chosen to meet AA Level Web Content Accessibility Guidelines (WCAG) to ensure accessibility for all. Text must be in shades 600 to 900 to adhere to accessibility guidelines. Shades 500 to 100 are primarily used for backgrounds and decorative elements.
We use Mulish exclusively for all Fullscript-branded materials. It features seven font weight options – giving us plenty of variety for drawing attention to keywords or bold statements.
For font colours we typically use Grey 700 on white backgrounds and pure white on dark backgrounds. There are some exceptions in special cases but this is what should be used the majority of the time.
We use Mulish Black or Mulish SemiBold for headlines and Mulish regular for body copy. Any other font weight combinations are typically used for unique circumstances such as a campaign.
Mulish Black
Mulish ExtraBold
Mulish Bold
Mulish SemiBold
Mulish Medium
Mulish Regular
Mulish Light
We use Arial exclusively for email content. The reason we use this is because Arial is a system font that is available on every computer and is easy to read.
Arial Bold
Arial Regular
Our icon style is based on Font Awesome – an icon family that also reflects our basic visual language. Icons should be used to represent or punctuate a singular concept.
Both illustrations and icons are line-based – making them simple, sophisticated, and clear. Using the expanded color palette can help icons stand-out. Iconography is often used for landing pages, IMAT handouts, bulleted lists in emails, and any other application where they can simply support an idea without becoming the main focus. Icons are most commonly used in the 600 colour shade.
Access our icon library in our Design Resources drive. *Internal access only
Illustrations are a great way to engage your audience and help add context to the content/information at hand. Fullscript illustrations are built using our guiding principles of circles, capsules, angles, and rounded shapes. They echo our visual brand language and allow us to evoke descriptive and conceptual stories. One notable difference between illustrations and icons is the level of detail. Illustrations can include light shading for depth and more vibrant colors to stand-out. They can tell a human story without the need to rely on human characters – helping our style be more inclusive and have broader appeal.
Geometric shapes
Our illustration style should remain flat. The lines, curves, and shapes that make up the illustration should all be based on geomatric shapes. Avoid using wavey and/or hand-drawing shapes.
Minimalistic
Each illustration should convey one thing. Avoid including too many elements within one illustration.
Use cases
Illustrations should be used to complement information and should never distract from the content itself. Some common use-cases for illustration would be: empty states in the product, tutorials, announcements and/or marketing promotions, or drawing attention to key content.
Color
Small pops of high contrast colors can help bring illustrations to life. Color should be used sparingly, but purposefully. In an effort to keep our style looking clean, individual illustrations should consist of White or Coal for outlines, and up to two color families each.
Shading and decorative elements
Shading and decorative elements can add character to illustrations. Our decorative circles evoke wellness and growth. Decorative elements maintain a consistent stroke weight across all illustrations. Shading adds visual interest to our illustrations. Shaded elements are treated at 35% opacity.
Access our icon library in our Design Resources drive. *Internal access only
Purposeful
Single-focus, simple concepts.
Balance
Unique perspectives with ample space to create focus and to house our message.
Diversity
We help all people get better — everyone should see themselves in our platform.
Authentic
Shows diverse people with real expressions.
Light
Choose images that offer natural light and bright scenes.
Do use images that:
Don’t use images that:
Fill out any applicable fields in the form below. Then, highlight your preview signature and copy and paste it into your Fullscript email settings (in Gmail).
|
||||||
|