42
Brand Guidelines February 2020
Brand GuidelinesFebruary 2020
Table of contents 2Ŏ
UpHill 4
UpHill Applications 20
Our mission 5
Logos 6
Symbol 8
Background behavior 10
Incorrect usage 12
Colors 13
Secondary colors 14
Gradients 15
Primary typography in plain text 17
Secondary typography in plain text 19
Brands and Applications 21
Achieve 22
Achieve with wordmark 23
Analyze 24
Analyze with wordmark 25
Community 26
Events 28
Community with wordmark 27
Primary typography 16
Components 7
Security margins and dimensions 9
Photographic background behavior 11
Secondary typography 18
Table of contents 3Ŏ
Art of Medicine 37
Art of Medicine with wordmark 38
Zenith 39
Zenith with wordmark 40
Minimum dimension 41
UpHill communication 36
Communication media 35
Simulate 32
Simulate with wordmark 33
Minimum dimensions 34
Route 30
Route with wordmark 31
Events with wordmark 29
UpHill
Our Mission / Logo
4
Janeiro 2020
UpHill is a support platform for clinical complianceWe believe in the value of continuous training and easy access to clinical solutions. To maintain the UpHill brand clear and easily recognized it’s necessary to ensure that all rules set in this Brand Guidelines are upholded. In the next pages follow the rules and restrictions so that the brand’s integrity and notoriety is respected.
UpHill 5Ŏ
February 2020
UpHill 6Ŏ
The UpHill identity is clear, modern and contains two types of identifying elements – the logotype and symbol. The symbol is representative of challenge, breakthrough and conquest. The logotype works best with the colors contained in the guidelines and on a white background.
Logo
The logotype
Symbol Wordmark
Modular Versatile Unified Health
February 2020
Components
Symbol / Security Margins and dimensions /
Background behavior / Incorrect usage / Colors / Gradients /
Primary and Secondary Typography
7
Horizontal version Vertical version
The construction of both versions of UpHill's identity is illustrated below. Any disrespect of these norms will result in a poor construction and brand adulteration. There are two versions of UpHill's identity. The main version is the horizontal version, however whenever the print area or format justifies it the vertical version may be used.
Symbol
Components 8Ŏ
February 2020
Security margins and dimensions
Components 9Ŏ
Minimum dimension
88px
23,29 mm
To maintain integrity and promote brand consistency use the height of the wordmark (UP) to determine the minimum spacing of the logotype, free of any type of typography, graphism and other elements.
February 2020
30%
100%
Background behavior
Components 10Ŏ
The identity’s behavior on chromatic background. The identity should be represented in its original color until 30% of the color percentage of the background color and from 30% be represented with the negative version.
February 2020
Photographic background behavior
Components 11Ŏ
The application of the logotype on photographic background should be done in white or color. There should be sufficient framework and contrast between the identity and background, as well as an avoidance for noisiest areas of photographies.
February 2020
Incorrect usage
Rotate or modify the identity.
Apply gradients to the symbol or logotype.
Apply other chromatic schemes to the identity.
Deform or distort the logotype in any manner.
Apply the wordmark without the symbol.
Use of stroke, transparencies or watermarks.
Components 12Ŏ
It’s important that the logotype’s appearance maintains its consistency. The logotype should not be modified or added to other components. Below follow some examples on how not to apply the identity.
February 2020
Colors
UpHill Blue Navy BlueIndependence
Majorelle blue
Blue de France
#437BE3 #021F59#2D9ADD
#5760E8
#2638B7
R67 G123 B227 R2 G31 B89R45 G154 B221
R87 G96 B232
R38 G56 B183
Components 13Ŏ
The UpHill identity has 5 complementary colors. These colors will serve its institutional and commercial brand communication and should not be applied to the logotype.
February 2020
Secondary colors
Glitter#EBEFFAR235 G239 B250
X11 gray#B4BAC6R180 G186 B198
Roman silver#818BA0R45 G154 B221
Payne’s grey#5B6477R91 G100 B119
Han blue#3F65CER63 G101 B206
Charcoal#2E3A53R46 G58 B83
Sky magenta#C972BBR201 G114 B187
Medium turquoise#2FD2D4R47 G210 B212
Vista blue#7B8CE5R123 G140 B229
Mellow apricot#F6BE77R246 G190 B119
Big foot feet#F68E53R246 G142 B83
Pastel red#EE6D64R238 G109 B100
Components 14Ŏ
February 2020
Gradients
Components 15Ŏ
#2534B7 > #2C63B0 #E08B7D > #C871BC
#8783E2 > #24DBD2
#04B6B2 > #0CDBB3
#ED6962 > #F8C076
#FF6481 > #FFAC90
#5760E8 > #2D9ADD
February 2020
Primary typography
Components 16Ŏ
The Raleway font is the official typography for UpHill identtiy and should be applied in every communication materials.
Aa Bb Cc Dd Ee Ff Gg Hh Jj Kk Ll Mm Nn
Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Regular
0123456789&@£$%[]!?*º
Aa Bb Cc Dd Ee Ff Gg Hh Jj Kk Ll Mm Nn
Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Medium
0123456789&@£$%[]!?*º
Aa Bb Cc Dd Ee Ff Gg Hh Jj Kk Ll Mm Nn
Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Bold
0123456789&@£$%[]!?*º
Raleway
February 2020
Primary typography in plain text
Components 17Ŏ
W1: Wordmark 16 px Extrabold UPHILL
T1: Primary Title8 px Bold Quality Improvement
16 pxT2: Secondary title 20 px Semibold Healthcare
16 px
P1: Paragraph16 px Regular
We mean to empower institutions with the knowledge and
tools they need to provide a state of the art healthcare
learning experience.line length: 499 px
Raleway
February 2020
Secondary typography
Components 18Ŏ
The Roboto font is used as the complementary typography for UpHill identity.
Aa Bb Cc Dd Ee Ff Gg Hh Jj Kk Ll Mm Nn Oo Pp Qq Rr
Ss Tt Uu Vv Ww Xx Yy Zz
Regular
0123456789&@£$%[]!?*º
Aa Bb Cc Dd Ee Ff Gg Hh Jj Kk Ll Mm Nn Oo Pp Qq Rr
Ss Tt Uu Vv Ww Xx Yy Zz
Medium
0123456789&@£$%[]!?*º
Aa Bb Cc Dd Ee Ff Gg Hh Jj Kk Ll Mm Nn
Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Bold
0123456789&@£$%[]!?*º
Roboto
February 2020
Secondary typography in plain text
Components 19Ŏ
T1: Primary title16 px Regular
T2: Secondary title16 px Medium
P1: Paragraph16 px Regular
UpHill updatesQuality Improvement in healthcare
We mean to empower institutions with the knowledge and tools they need to provide a state of the art healthcare learning experience.
Fevereiro 2020
Roboto
L1: Legend 14 px Regular
16 px
8 px
16 px
line length: 496 px
February 2020
UpHill Applications
Achieve / Analyze / Community / Events / Route / Simulate
20
UpHill Applications 21Ŏ
Brands and Applications
Analyze
This section will have the collective of UpHill sub applications, their positioning and exposure as UpHill brands.
Route
February 2020
Achieve
UpHill Applications 22Ŏ
Achieve will serve as the identity for the monitoring and performance metrics platform.
February 2020
Achieve with wordmark
UpHill Applications 23Ŏ
The product Achieve should be illustrated with the UpHill wordmark whenever applied to an external environment.
February 2020
Analyze
UpHill Applications 24Ŏ
Analyze
Analyze
Analyze
Analyze will serve as identity for the compliance and behavior analysis registry platform.
Analyze
February 2020
Analyze with wordmark
UpHill Applications 25Ŏ
Analyze
Analyze
Analyze
Analyze
The product Analyze should be illustrated with UpHill wordmark whenever applied to an external environment.
Analyze
February 2020
Community
UpHill Applications 26Ŏ
Community will serve as identity for the public forum platform with tools such as peer review and public threads.
February 2020
Community with wordmark
UpHill Applications 27Ŏ
The product Community should be illustrated with UpHill wordmark whenever applied to an external environment.
February 2020
UpHill Applications 28Ŏ
Events
Events
Events
Events
Events
Events will serve as the identity for on-site training and certification event platform.
February 2020
UpHill Applications 29Ŏ
Events with wordmark
The product Event should be illustrated with the UpHill wordmark whenever applied to an external environment.
February 2020
UpHill Applications 30Ŏ
Route
Route
Route
Route
Route will serve as identity for pathway viewing and creation platform.
February 2020
UpHill Applications 31Ŏ
Route with wordmark
The product Route should be illustrated with the UpHill wordmark whenever applied to an external environment.
February 2020
UpHill Applications 32Ŏ
Simulate
Simulate
Simulate
Simulate
Simulate will serve as identity for the training simulation and clinical cases virtual platform.
February 2020
UpHill Applications 33Ŏ
Simulate with wordmark
Simulate
Simulate
Simulate
The product Simulate should be illustrated with the UpHill wordmark whenever applied to an external environment.
February 2020
UpHill Applications 34Ŏ
Minimum dimensions
The minimum dimensions for the applications are set to 28px height (7,41mm) therefore any rescaling below this height is considered improper use.
28px (7,41 mm)
28px (7,41 mm)
February 2020
Communication media UpHill
Art of Medicine / Zenith
35
Communication media 36Ŏ
UpHill Communication
This section details the collective of UpHill sub applications and their positioning and exposure as part of the UpHill brand.
February 2020
Art of Medicine
Communication media 37Ŏ
Art of Medicine will serve as identity for the UpHill communication media form as a podcast for doctors.
February 2020
Art of Medicine with wordmark
Communication media 38Ŏ
The product Art of Medicine should be illustrated with the UpHill wordmark whenever applied to an external environment.
February 2020
Zenith
Communication media 39Ŏ
Zenith will serve as identity for the UpHill communication media form for articles and public resources produced by UpHill.
February 2020
Zenith with wordmark
Communication media 40Ŏ
The product Zenith should be illustrated with the UpHill wordmark whenever applied to an external environment.
February 2020
Communication media 41Ŏ
Minimum dimensions
The minimum dimensions for the communication media are set for 28px height (7,41mm) therefore any rescaling beyond this height is considered improper use.
28px (7,41 mm)
28px (7,41 mm)
February 2020
