Fullscript
Brand Guide

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!

Protecting our logo

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

  1. Do not apply non-approved colors
  2. Do not use the logo to create sub-brands
  3. Do not apply gradients or effects
  4. Do not alter the elements of the logo
  5. Do not distort the logo in any way
  6. Do not use the logo as an active graphic element
  1. Example of incorrect use of Fullscript logo
  2. Example of incorrect use of Fullscript logo
  3. Example of incorrect use of Fullscript logo
  4. Example of incorrect use of Fullscript logo
  5. Example of incorrect use of Fullscript logo
  6. Example of incorrect use of Fullscript logo

Protecting our logo

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

  1. Do not apply non-approved colors
  2. Do not use the logo to create sub-brands
  3. Do not apply gradients or effects
  4. Do not alter the elements of the logo
  5. Do not distort the logo in any way
  6. Do not use the logo as an active graphic element
  1. Example of incorrect use of Fullscript logo
  2. Example of incorrect use of Fullscript logo
  3. Example of incorrect use of Fullscript logo
  4. Example of incorrect use of Fullscript logo
  5. Example of incorrect use of Fullscript logo
  6. Example of incorrect use of Fullscript logo

Co-branding

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.

Example of acceptable co-branding logo use
Example of acceptable co-branding logo use
Example of acceptable co-branding logo use
Example of acceptable co-branding logo use

For general co-branding, Fullcript’s logo should be placed first

Example of acceptable co-branding logo use

For partner-led materials, the partner logo is seen first

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.

Co-branded equal status example

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.

Co-branded partner-led example

Sub-branding

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 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.

Fullscript logo with symbol
Fullscript logo with symbol showing proper spacing

With logo symbol

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.

Colors

Accessibility

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.

Fullscript green as text
Fullscript green as a background

Color palette

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

FS green
#88B04B
White
#FFFFFF
Grey 900
#212933
Grey 800
#2E3A47
Grey 700
#36485C
Grey 600
#475A70
Grey 500
#596D84
Grey 400
#C8D3E0
Grey 300
#E6EDF5
Grey 200
#F5F7FA
Grey 100
#FCFEFF
Green 900
#0F3D26
Green 800
#244C38
Green 700
#275E43
Green 600
#307553
Green 500
#86B09B
Green 400
#B6CEC2
Green 300
#D1E0D9
Green 200
#EBF2EF
Green 100
#FAFFFC

Core palette – Emerson Ecologics

FS green
#88B04B
White
#FFFFFF
Grey 900
#212933
Grey 800
#2E3A47
Grey 700
#36485C
Grey 600
#475A70
Grey 500
#596D84
Grey 400
#C8D3E0
Grey 300
#E6EDF5
Grey 200
#F5F7FA
Grey 100
#FCFEFF
Blue 900
#143557
Blue 800
#194673
Blue 700
#21588F
Blue 600
#3971A8
Blue 500
#5D96CE
Blue 400
#88B1D9
Blue 300
#C0D8F0
Blue 200
#E6F1FC
Blue 100
#F5FAFF

Expanded palette – Fullscript & Emerson Ecologics

Blue 900
#143557
Blue 800
#194673
Blue 700
#21588F
Blue 600
#3971A8
Blue 500
#5D96CE
Blue 400
#88B1D9
Blue 300
#C0D8F0
Blue 200
#E6F1FC
Blue 100
#F5FAFF
Red 900
#68182A
Red 800
#800D25
Red 700
#980B29
Red 600
#AF2645
Red 500
#C6516A
Red 400
#E296A6
Red 300
#F0C4CD
Red 200
#FEEEF2
Red 100
#FFF7F9
Purple 900
#17043E
Purple 800
#2A174F
Purple 700
#3B2566
Purple 600
#533E7D
Purple 500
#8471AB
Purple 400
#B9ABD5
Purple 300
#D7CEE9
Purple 200
#F2ECFE
Purple 100
#FCFAFF
Orange 900
#693A11
Orange 800
#784213
Orange 700
#8E4D14
Orange 600
#B4631D
Orange 500
#CF8545
Orange 400
#E7B88F
Orange 300
#F3D8C0
Orange 200
#FFF3E8
Orange 100
#FFFAF5
Yellow 900
#CF9500
Yellow 800
#E5A500
Yellow 700
#F7B200
Yellow 600
#FFC121
Yellow 500
#FCCB4C
Yellow 400
#FCD97E
Yellow 300
#FCE7B1
Yellow 200
#FCF3DD
Yellow 100
#FAF8F2

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.

Typography

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

Iconography

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

Illustration

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.

Example of shapes used for illustrations Example of illustration

Principles

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.

Style guide

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.

Example of styling used of illustrations at Fullscript Example of styling used of illustrations at Fullscript Example of styling used of illustrations at Fullscript Example of styling used of illustrations at Fullscript Example of styling used of illustrations at Fullscript

Access our icon library in our Design Resources drive. *Internal access only

Photography

Photography principles

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:

  • Feel natural, candid, and not staged
  • Represent DEIB (diversity, equity, inclusion, and belonging)
  • Align with our Photography principles
  • Offer natural light and bright scenes
  • Show ingredients and capsules that look natural in color
  • Represent familiar scenarios
  • Connect directly with the audience you are speaking to (ex., don't use overly holistic looking photos when we are talking to primarily MD audiences, etc).

Don’t use images that:

  • Portray negative emotions or feelings
  • Are sexualized
  • Show fake smiles
  • Have fake lighting or light flares
  • Show unnatural, pharmaceutical-looking pills
  • Have fake plants, leaves, or flowers
  • Are religious or show any religious holidays (ex., Christmas, Easter)
Example of photograhpy used at Fullscript Example of photograhpy used at Fullscript Example of photograhpy used at Fullscript  Example of photograhpy used at Fullscript
Example of photograhpy used at Fullscript Example of photograhpy used at Fullscript Example of photograhpy used at Fullscript  Example of photograhpy used at Fullscript
Example of photograhpy used at Fullscript Example of photograhpy used at Fullscript Example of photograhpy used at Fullscript  Example of photograhpy used at Fullscript
Example of photograhpy used at Fullscript Example of photograhpy used at Fullscript Example of photograhpy used at Fullscript  Example of photograhpy used at Fullscript

Resources

Downloads

Fonts (internal use only)

 Mulish.zip

Email signature

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).

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Patty Pill
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