Brand
Guidelines

Natural Partners has been serving the integrative practitioner market for over 20 years. These guidelines make it easier for you to convey the look and feel of the Natural Partners brand.

Updated Oct 2019

Brand Identity —
The Way We See It

Natural Partners exists to expand accessibility to integrative healthcare products and education.

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 expand accessibility to healthcare products or education, ask why are we doing it?

Positioning & Marketing Questions
Shea, VP Marketing

VBI & Product Questions
Warren, Lead Designer

Audience

Natural Partner's target audience is integrative healthcare practitioners in the US 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.

Personality

Natural Partners is a healthcare company, so we have to exude cleanliness and confidence. With over 20 years of history in this industry we've created a culture known for our service and family atmosphere. We must stay true to our commitment to service, along with our spirited and genuine nature.


Spirited


Genuine


Humbly Confident


Reliable


Approachable


Inventive

The Way We Communicate

Communication from Natural Partners should always be positive and caring. It should reflect our spirited and genuine personality and should read as if spoken.
Our tone always reflects our personality. Our goal to become an authority on evidence-based integrative medicine should always be kept in mind when composing messages. Know when to be spirited vs. serious.

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

Glacier #3FC6F3

CMYK 71, 28, 0, 0

TPG 2925U

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 Natural Partners 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.

Icons & Illustrations

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

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

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 (w/ Darker Bottom Leaf)

Form Styling

Typical form styles for use in product and brochure.

Inputs & Textareas

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Buttons

Unique Selling
Propositions

1
Immediate fulfillment
2
One-stop shopping from 300 brands
3
Wholesale pricing
4
Free 2-day shipping for orders $250+
5
World-class support

Contact

For any questions or information on positioning, messaging, or marketing, feel free to contact Shea via Slack or email

Shea Cole – VP Marketing
Message on Slackshea@fullscript.com

For questions about the NP visual brand, design resources, or ideas to help further this guide, contact Warren via Slack or email

Warren Dunlop – Lead Designer
Message on Slackwarren@fullscript.com

Keep in mind that this guide will evolve, so check back in!
Links & Downloads
Links here that require Google sign-in are for internal use only (due to copyright licenses)