brand book
We Care brand book
Table of Contents
3 Introduction
4 Brand system overview
5 Brand mission
6 Clients
7 Tone of voice
8 Primary logo
9 Logo variations
10 Safe space around logo
11 Forbidden logo uses
12 Logo placement
13 Colour palette
14 Typography
15 End page
2 We Care brand book
Introduction
We have created this document as a guide for Understanding our brand and using these tools
anyone writing, designing, or producing correctly and consistently is crucial. This set of
We Care branded materials. These guidelines guidelines should be used for the creation of —
will help us capitalize on the brand’s strengths but not limited to — websites, mobile
and will serve as a guide to protect the applications, print ads, posters, environments,
integrity of the brand from incorrect usage. and merchandise.
Inside, you will find an overview of our core
design elements and basic rules around how
these elements can be applied to various
communications. These are the key building
blocks of our brand expression.
3 We Care brand book
Brand system
We Care is a family-social app, aiming to
connect adult children with their ageing
parents. We Care helps these families
through offering a number of functions. Title abc Title abc
Messaging nurtures relationships, while Headline abc Headline abc
non-invasive tracking of health-data helps
informing the children if their parents are BUTTON BUTTON
safe. Lorem ipsum dolor sit amet, consec- Lorem ipsum dolor sit amet, consec-
tetuer adipiscing elit, sed diam tetuer adipiscing elit, sed diam
nonummy nibh euismod tincidunt ut nonummy nibh euismod tincidunt ut
The quality conversations and time spent laoreet dolore magna aliquam erat. laoreet dolore magna aliquam erat.
together thanks to We Care motivates it’s
senior users to take better care of their
own well-being. Simultaneously, the app
helps keeping family-relate matters on the
top of the stack for busy working
professionals.
4 We Care brand book
Brand Mission health
PURPOSE care
relationships
Family relationships are declining - or at least are hard to keep
up. We Care steps in with an easy to use yet complex system to
stay in touch with one’s family, specifically ageing parents. As a
result they support increased quality of communication,
accountability, motivation and general life enhancement for both
reliability
sides involved.
transparent
loving
VISION
More people using We Care will eventually result in improved
family connection. These motivate the elderly to take care of
themselves, and live longer, and happier lives. Self-test kit and
health tracker integrations will provide an overview-and peace of
family centred
mind for their children.
supportive
joyful
VALUES
We Care’s central value is family relationships - paired with care.
Health, quality, integrity, reliability, sharing, teamwork, support,
respect, and tech-savvyness follow.
5 We Care brand book
We Care’s customers
THE PEOPLE THEIR PROBLEMS
We Care’s clients are working professionals with a Working professionals have very tight schedules -
really tight schedule. They are looking to increase including family visits or even regular calls is
the quality of their relationships with their families, increasingly challenging. They love their families,
specifically their ageing parents. They would like and don’t want f.e. other messages competing for
to keep the communications separate. They their attention.
appreciate general health insights from their They don’t have a similar solution on the market
parents - in order to ensure their safety and their where they can keep in touch, keep an eye and
care. care for their parents between personal visits.
Their parents used smartphones - that can be Maintaining their family relationships suffers from
used as a simple, non-invasive tracking device. their busy lifestyle as well.
Frequent and quality connections to their children
and families keeps them motivated to take care of Their parents often loose motivation without
their own well-being more. accountability of their families. They don´t
understand why they don’t get a response
immediately. They are often alone and less active.
6 We Care brand book
Tone of Voice casual
We Care is very approachable, but not lacking humorous
thoughtful
professionalism and trustworthiness.
The brand has a wise, thoughtful way of
putting things - yet whatever they say is
exciting.
We Care has a nice sense of humour but isn’t
simply speaking
being funny. They are always positive, upbeat,
motivating, supportive and positive. They have friendly
wise
a way to put things on a convincing way,
evoking trust.
One has a sense immediately, that they are
really resourceful. confident
approachable
positive
resourceful
7 We Care brand book
Primary logo
We Care’s logo represents valuable family connections. The
ovals form 2 heart shapes that come together - just what
the app is supporting. Additionally, the heart shapes
meeting form a W - the initial of the brand.
The brand personality is of a warm, friendly uncle, being
trustworthy, organising family get-togethers and supporting
everyone on his way. He is having a sense of humour but is
not being too funny.
We Care’s logo has been custom created for the brand.
Do not recreate it or its elements.
When placing We Care in a sentence avoid using the logo,
and spell out ‘We Care’ with Sentence case letters instead.
8 We Care brand book
Logo variations
Depending on the space available, and different circular logo
applications, different logo versions are preferred.
To maintain brand consistency, use the full logo
wherever possible.
rectangular
logo
grayscale logo
9 We Care brand book
Safe Space Around the Logo
To maintain readability and stick to the brand core, a
sufficient amount of safe space has to be left around the
logo.
This space is derived from the width of the ovals
constituting the W shape in the logo. This space is added
to the maximum width and height point of the logo.
All the logo files are exported accordingly - however
there is a brief reminder to illustrate it here
10 We Care brand book
Unfavourable logo uses
Presented with the main logo, however the same
rules apply to all the logos.
Refrain from recreating the logo on any ways, Do not stretch the logo in any directions. Avoid writing the brand name right next to the
including spelling it with a different font. logo
Refrain from tilting or rotating the logo Do not apply drop shadow or glow on the logo. Do not use the logo in random colour variations.
11 We Care brand book
Logo Placement
It’s important that the We Care Logo is clearly visible on all
communications.
The logo may be flush-aligned or centred at the top or
bottom of a design. It may also be flush-aligned at the
vertical centre of a design. It an be fully centred on vertical
and horizontal axes on the page.
The logo may be placed on an image only if the image is full
bleed - and has sufficient white space on it.
(Exception: partner situations, such as case studies, the
logo may be placed on a non-bleed image over an area of
ample negative space.)
Make sure to observe clear space rules between the logo
and the edge of the design. See page 10 for clear space
rules.
12 We Care brand book
Colour Palette
primary colours secondary colours
SLATE BLUE CLEMENTINE BRIGHT LILAC ORANGE RICH BLACK DOVE GREY
HEX 8671FF HEX FF8243 HEX DE87FF HEX FF9700 HEX 252525 HEX F1E9E0 HEX F4F4F4
RGB 134, 113, 255 RGB 255, 130, 67 RGB 222, 135, 255 RGB 255, 151, 0 RGB 37, 37, 37 RGB 241, 233, 224 RGB 244, 244, 244
CMYK 47, 55, 0, 0 CMYK 0, 49, 73, 0 CMYK 12, 47, 0, 0 CMYK 0, 40, 100, 0 CMYK 0, 0, 0, 85 CMYK 0, 3, 7, 5 CMYK 5, 4, 4, 0
13 We Care brand book
Typography
This is a title
Title
POPPINS
Semi bold
110 pt
Typography is an essential component of 0 tracking
Sentence case
the We Care Identity and adds to its unique
brand personality. It helps unify the brands
This is headline 1
Heading 1
Inter
communications and tell the story Regular
70pt
of We Care. 0 tracking
Sentence case
The We Care typographic system is built
This is headline 2
Heading 2
Inter
with Poppins and Inter. Regular
50 pt
0 tracking
Text always should be left aligned, not Sentence case
This is headline 3
justified. All other specifications are Heading 3
Inter Light
Lorem ipsum dolor sit amet, consectetuer adipiscing
presented to the right. 40 pt
0 tracking elit, sed diam nonummy nibh euismod tincidunt ut
Sentence case
laoreet dolore magna aliquam erat volutpat. Ut wisi
Text enim ad minim veniam, quis nostrud exerci tation ul
Inter Light lamcorper suscipit lobortis nisl ut aliquip ex ea com
25pt
0 tracking modo consequat. Duis autem vel eum
Sentence case
Small text Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit
Inter Light lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum
15pt
0 tracking
Sentence case
14 We Care brand book
Thank you!
Brand guidelines created by Fru Pinter. With questions and inquiries contact [email protected]
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We Care brand book
