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Logo & IdentityBrand Guidelines

Well Nation Ltd. Copyright 2016 | SNA.09.12.16

Well Nation®

YO U N E V E R G E T A S E C O N D C H A N C E TO M A K E A F I R S T

I M P R E S S I O N.

3

C O NT E NT SA B O U T T H E C O M PA NY

The Well Nation® Difference 6

About Our Customers 6

T H E LO G O

The Logo And It’s Usage 8

Alternate Treatments 9

Clearspace 10

Unacceptable Treatments 11

C O LO R

The Color Pallet 13

Color Tints And Secondary Pallet 14

T Y P O G R A P HY

Primary Type 16

Secondary Type 17

Headings And Colors 18

Character & Paragraph Styles 19

P R OTOT Y P E S

The Business Card 21

The Letterhead 22

A B O U T T H E C O M PA NY

A B O U T T H E C O M PA NY

The Well Nation® DifferenceFounded in 2003, Well Nation® is a privately-held Wisconsin-based company that serves

companies of all sizes throughout North America by assisting them in controlling their health

risk related costs by designing and implementing effective and proven wellness programs.

The brand is meant to convey the words Professional, Engaging, Impactful, Innovative and

Proven.

About Our CustomersOur customers tend to be mid to large size

corporations (300 to 5,000 employees) that

belong to a wide variety of different industries

and locations across the United States.

All of our customers share a common goal:

increase the ease of delivering an engaging

and effective wellness program that can

help lower healthcare costs, decrease

absenteeism and improve company culture.

Some of our customers look to Well Nation®

as a way to build their first wellness program,

while others are looking to transition away

from an existing solution. Whichever the

case, the stakeholders tasked with initiating

this process are often busy, risk adverse, and

looking to ensure that Well Nation® will make

onboarding and program delivery easy and

effective.

Our customers concerns vary depending

on job title, but can include matters such as

ease of implementation, aligning the wellness

program with organizational goals, meeting

compliance needs, retaining key employees

and a clear return on investment.

Our mission is to help the key stakeholders

understand how Well Nation® can meet their

expectations as a wellness solution now and

into the future.

See the Well Nation® Content Stategy Report for more information on the objectives of our taget audience.

T H E LO G O

T H E LO G O

The Logo And It’s Usage

Well Nation®

1 2

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Icon Wordmark

The Well Nation® Logo combines two elements: a logo mark, and a word mark . These

elements should never be changed. Position, size, and color, along with the spatial and

proportional relationships of the Well Nation® logo elements, are predetermined and should

not be altered. Used consistently, they will reinforce public awareness of the company.

The icon is designed to resemble the intersection of the “W” and the “N” of “Well Nation” as

well as two interconnecting hearts. It was formed through the combination of five identical

circles connecting at 45 degree angles. The gap between the “W” and the “N” shape is a

distance of 1/4 the diameter of the formative circles. (see Fig.1) The icon may be used in

isolation when horizontal space is limited or as a watermark.

Fig 1. The Removal Process

1 2 3 4 5

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T H E LO G O

Alternate Treatments

Well Nation®

Well Nation®

Logo on Black

Black Logo (for Black and White applications)

T H E LO G O

Clearspace

The Well Nation® logo requires separation from the other elements around it. The space

required on a sides is roughly equivalent to the cap height of the logo type. It should never be

less than that. The logo must always fit into the clearspace area and cannot be intervened by

other graphical elements which could hinder legibility of the brand.

Well Nation®

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T H E LO G O

Unacceptable TreatmentsPlease note: The logo cannot be changed!

Although creativity is appreciated, please do not alter the logo in any way.

Do not rotate the logo

Well Nation®

Do not skew

Well Nation®

Do not use different colors

Well Nation®

Do not use frames

Well Nation®

Do not use gradients in the background

Well Nation®

Do not change position of elements

Well Nation®

Do not use stroke shadows

Well Nation®

Well Nation®

C O LO R

13

C O LO R

The Color Pallet

Well Nation®

A comprehensive color pallet has been developed to provide flexibility while creating a unified,

recognizable appearance across all communications.

The following color pallet has been selected for use in Well Nation® communications. Lighter

tinits of these colours are also allowed. The logotype may only be used with 100% tint.

The primary color is Indigo and the accent color is Pink. These colors are from the Google

Material Design color pallet. (https://material.google.com/style/color.html)

Dark Primary

#303F9F

Primary

#3F51B5

Light Primary

#C5CAE9

Text / Icons

#FFFFFF

Accent

#FF4081

Primary Text

#212121

Secondary Text

#757575

Divider

#BDBDBD

C O LO R

Color Tints And Secondary PalletThe primary color (Indigo) should be the most widely used across all screens and

components. The accent should be used to indicate a related action or information, and for

interactive elements.

Accent – Pink

A200

HEX #FF4081

RGB 255, 64, 129

CMYK 0, 87.95, 20.42, 0

Pantone 1915 C

A100 (Fallback A)

HEX #FF80AB

RGB 255, 128, 171

CMYK 0, 63.31, 5.41, 0

Pantone 204 C

A700 (Fallback B)

HEX #C51162

RGB 197, 17, 98

CMYK 19.25, 100, 40.48, 1.69

Pantone 215 C

Secondary color palette with variations for when a darker or lighter version of the color is needed

Primary – Indigo

500

HEX #3F51B5

RGB 63, 81, 181

CMYK 83.83, 75.83, 0, 0

Pantone 7455 C

100

HEX #C5CAE9

RGB 197, 202, 233

CMYK 20.83, 16.63, 0, 0

Pantone 2706 C

700

HEX #303F9F

RGB 48, 63, 159

CMYK 94.02, 88.08, 0, 0.02

Pantone 7686 C

Primary color palette with variations for when a darker or lighter version of the color is needed

T Y P O G R A P HY

T Y P O G R A P HY

Primary Type

RobotoRoboto has a dual nature. It has a

mechanical skeleton and the forms

are largely geometric. At the same

time, the font features friendly and

open curves. While some grotesks

distort their letterforms to force

a rigid rhythm, Roboto doesn’t

compromise, allowing letters to be

settled into their natural width. This

makes for a more natural reading

rhythm more commonly found in

humanist and serif types.

This font should be used in all

Well Nation® communications to

project a consistent visual identity.

This includes promotional materials,

advertising, digital assets, and printed

materials.

This sans serif font is available in

several styles. We use 4 of them. In

print and web assets Roboto is used

for headings and all basic text.

regularRoboto Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz0123456789

regularRoboto Medium



regularRoboto Italic



regularRoboto Bold



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regularArial Regular



regularArial Italic



regularArial Bold



T Y P O G R A P HY

Secondary Type

ArialThe Arial font is published by

Ascender Fonts.

A contemporary sans serif design,

Arial contains more humanist

characteristics than many of its

predecessors and as such is more

in tune with the mood of the last

decades of the twentieth century. The

overall treatment of curves is softer

and fuller than in most industrial style

sans serif faces. Terminal strokes

are cut on the diagonal which helps

to give the face a less mechanical

appearance.

This font should be used as a fallback

in all Well Nation® communications

when Roboto is unavailable or

unsupported.

This sans serif font is available in

several styles. We use 3 of them:

regular, italic and bold.

T Y P O G R A P HY

Headings And Colors

Display 3D I S P L AY 2Display 1Headline

Title

SubheadingBody

Caption

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T Y P O G R A P HY

Character & Paragraph Styles

Basic TextUt accatem inimaxi mporpor ehendi dolut que re dent rem earchicabo. Etur acia autestes

et faccullandus suntendi rendae. Nam sedia custisque vendi cus corum a nonsenimolor

aborescim et ulpa qui tota am et etur simusciissi int aut prem quost et venihiciati consequi

andandites as dolupta.

Basic Text BoldUt accatem inimaxi mporpor ehendi dolut que re dent rem earchicabo. Etur acia autestes




Basic Text ItalicUt accatem inimaxi mporpor ehendi dolut que re dent rem earchicabo. Etur acia autestes




P R OTOT Y P E S

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O U R B R A N D

The Business Card

Version 1This is a template for a standard 2.5” x 3” business card.

Wel

l Nation® John Doe, MPH, FACHE

Chief Executive Officer

(920) 123 4567 (920) 123 4567 [email protected]

2124 Kohler Memorial Drive, Suite 300Sheboygan, WI • 53081www.wellnation.com

Wel

l Nat

ion® John Doe, MPH, FACHE

Chief Executive Officer

(920) 123 4567 (920) 123 4567 [email protected]

2124 Kohler Memorial Drive, Suite 300Sheboygan, WI • 53081www.wellnation.com

The Front

The Front

The Back

The Back

Version 2Here is an alternative template for a standard 2.5” x 3” business card.

O U R B R A N D

The LetterheadThis is a sample for the standard Well Nation® letterhead.

SEPTEMBER 27, 2016

Dear Doge,

Wow! such mattis. such mattis. much design. so ipsum! need sit. such mattis. i iz cute?, very text,

wow. such word, so full, need swag, i can haz elit! much lorem. plz text, yes master doge, plz

text, very word. very adipiscing! many design, wow. oh my amet, so ipsum! plz text, oh my full!

rate me, want layout, very full, very text, much doge. need swag, wow, much aenean! very lorem.

such word, wow. much ipsum, plz text, go doge, wow! much doge. much lorem. i iz cute?, much

design. yes master doge! much design. oh my full! wow. much ipsum, go dolor!

Such mattis. yes master doge, many swag! very word. very full, many design, rate me, many

layout, wow! txt me, plz text! plz ipsum, such word! much design. go doge, go dolor! wow, i iz

cute?, go doge, wow. many swag! wow, so lorem! oh my doge! oh my doge! so lorem! very lorem.

much lorem. oh my amet, much lorem. want consectetur. many design, want layout.

Sincerley,

John Hancock

John Hancock

2124 Kohler Memorial Drive, Suite 300 | Sheboygan, WI, 53081 (920) 457 3036 | (920) 694 3599

Well Nation®

Well Nation® Ltd. | 2124 Kohler Memorial Drive, Suite 300 | Sheboygan, WI, 53081 (920) 457 3036 | (920) 694 3599

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