Brand
Our logo, colours and typefaces in one place. If you are preparing a news piece, an introduction or a collaboration about the practice, you can download the files here.
Logo
The mark is a smiling baby inside an open ring, with an orange heart. The ring stands for following a child over the years, the heart for the care at the core of the work.
Leave space around the logo equal to half the radius of the ring (x). No text, edge or other image enters this area.
The colour logo goes on white, cream and light pastel backgrounds only. On dark blue and dark photos use the reversed version; on busy photos place the logo in a white box.
| Version | Screen | |
|---|---|---|
| Horizontal | 35 mm | 160 px |
| Stacked | 22 mm | 110 px |
| Wordmark | 30 mm | 140 px |
| Mark | 8 mm | 32 px |
Below these sizes the specialty line becomes unreadable; in smaller spaces use the mark alone.
Colours
Every colour comes from the logo: the blues from the mark, the oranges from the heart. Backgrounds are softened with cream and pastels. Use the button next to a code to copy its HEX value.
The logo colour, our main colour
Headings, dark backgrounds
Surname, heading accent
The heart in the logo, small details
Buttons and booking calls only
Heart orange is for small details and accent words on dark backgrounds; action orange is only for calls such as "Book an appointment" and for buttons.
Main background
Warm background, tags
Cards and footer
Cool background, info boxes
Body text (black plate only in print)
Orange buttons with white text, small orange text
Blue buttons with white text
CMYK values are for coated paper (Coated FOGRA39). Pantone references are close matches; check against a swatch book before printing a spot colour.
Most of a design is a light background, part of it is blue and a very small part is orange. Orange stays precious when it is used sparingly.
| Text and background | Contrast | Use |
|---|---|---|
| Sample#2C4073 / #FFF5E9 | 9.3 : 1 | Text at any size |
| Sample#4A4A4A / #FFF5E9 | 8.2 : 1 | Text at any size |
| Sample#FFFFFF / #2C4073 | 10.1 : 1 | Text at any size |
| Sample#FFFFFF / #4563B9 | 5.6 : 1 | Text at any size |
| Sample#4563B9 / #FFF5E9 | 5.2 : 1 | Text at any size |
| Sample#2C4073 / #FFA46A | 5.2 : 1 | Text at any size |
| Sample#FFFFFF / #EE6F28 | 3.0 : 1 | Large, bold text only |
| Sample#7792CD / #FFF5E9 | 2.9 : 1 | Large, bold text only |
| Sample#FFFFFF / #FFA46A | 1.9 : 1 | Do not use |
Typefaces
Headings
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
The logo typeface. Its rounded ends speak the same language as the line of the mark. Used for headings, signage and short highlights, never for long paragraphs.
Medium 500, SemiBold 600, Bold 700
Open on Google FontsBody text
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Geometric, simple and readable at length. For paragraphs, forms, tables, contact details and small labels.
Regular 400, Medium 500, SemiBold 600, Bold 700
Open on Google FontsNo more than three sizes in a design. One word of a heading may be highlighted in sky blue. All capitals only in eyebrows and buttons; paragraphs are left aligned, never justified.
Graphic language
The same elements repeat in every design; they make the brand recognisable even without the logo.
The broken circle of the logo, enlarged and running off the edge. Thin line, low opacity.
Soft yellow, green, blue and peach clouds in the corners, half outside the frame.
Dividers and frames. Fields to fill in are always dashed.
The bottom edge of printed items. Fixed ratio: 62% Beril blue, 26% sky, 12% heart.
The signature taken from the logo. At most one per design, and small.
Inside the practice
The baby speaks to the outside world, the cat to the children inside. Business cards, prescriptions, signage and this website use the baby logo; door signs, the waiting area and anything for children use the cat.
Our in-practice motto, "Every child is a story"
Her çocuk bir hikâyedir
Text, frames, outlines
Icons, names
The cat's patch
Backgrounds, stripes
Small details
Stars, accents
Sign backgrounds
Writing and tone
We speak like a knowledgeable friend: calm, clear and reassuring. We address parents politely and children by name.
Like this
Dr. Beril Arguvanlı
Pediatrician, Specialist in Child Health and Diseases
Not like this
The full name keeps its Turkish "ı"; the specialty is written in full. In Turkish the title is "Uzm. Dr."
Our promise
By your side as they grow.
The logo and colours may be used unchanged in news, referrals and collaborations about the practice. For products, advertising or anything that suggests a link with the practice, please write to us first.
