Brand
Guidelines

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

Updated Dec 2018

Brand Identity —
The Way We See It

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

Why?

The beauty of working together is that everybody has their own ideas and perspectives. However, if we want to build something amazing together we have to agree on a solid foundation.

How?

The purpose of brand identity is to give you a solid foundation for your work, but it won’t solve every design 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!

Colors

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

Primary

Greenery
#88B04B

CMYK 53, 13, 92, 0

TPG 15-0343

Orion
#404F5E

CMYK 77, 60, 47, 30

TPX 19-4229

Berry
#1C7ABA

CMYK 84, 47, 3, 0

PMS Process Blue C

Secondary

Pigeon #5E778E

CMYK 68, 47, 32, 6

TPG 5415 C

Silt #ABBDB1

CMYK 35, 16, 31, 0

TPG 14-5706

Border #D6DDD8

CMYK 16, 7, 13, 0

No pantone

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

Cloud #F5F7FA

CMYK 3, 1, 0, 0

TPG 656C

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 NPFS 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 3,978 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

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

The co-branded logo is mostly used for tradeshows and publication ads – keep these color considerations in mind when using it.

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)

OUR LEAF PICTOGRAM FOLLOWS THE SAME RULES

Form Styling

Typical form styles for use in product and brochure.

Inputs & Textareas

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@
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Please choose a username.
Please provide a valid city.
Your password must be 8-20 characters long.
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You must agree before submitting.
Hit "Submit" to view validation styling

Buttons

UI kit.sketch Log in required

The Way We Communicate

An overview of how we speak to our practitioners and patients. Sometimes how you say something is more important than what you say.

Personal

We love communicating on a personal level. This is the core of who we are and what we do.

Friendly

We’re your friends. We exist to help you manage your patients as easily as possible.

Simple

We hate jargon. Our vocabulary is clear and effortless, no pre requisite reading required.

Wanna Talk?

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

Message on Slack
warren@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)