Company Branding Guide
Brand Name
The official name of the company is Affinity Dental. In print and digital publications, the company may be refered to as, “Affinity Dental.”
Tagline/Slogan/Value Proposition
N/A
Purpose
Keeping our patients happy and healthy by educating them the importance of oral health.
Vision
To have a full schedule and to make patients happy and healthy!
Mission
Treat people honestly and give them the best care.
Values
Honest treatment plans, quality work, and fair pricing.
Color Palette
The following colors constitue our official color palette. Other colors may be used to meet the needs of specific designs, but these colors should be considered first in order to reinforce our company branding. All attempts to match colors or find similar colors with using the exact code should be avoided.
HEX
#FFFFFF
CMYK
0, 0, 0, 0
RGB
255, 255, 255
HEX
#929296
CMYK
3, 3, 0, 41
RGB
146, 146, 150
HEX
#7D8CBA
CMYK
33, 25, 0, 27
RGB
125, 140, 186
HEX
#13136B
CMYK
82, 82, 0, 58
RGB
19, 19, 107
HEX
#090934
CMYK
83, 83, 0, 80
RGB
9, 9, 52
Color Usage
A large amount of white space should be used in designs. Any large blocks of color should be light blue (#7D8CBA). The medium blue (#13136B) should primarily be used for buttons, but can be used for small design elements. The dark blue (#00934) should be used for headings and small design elements. The gray (#929296) should be used only in small design elements.
Light Background Typography
Paragraph – Light
Font: Noto Serif
Font Size: 16pt
Font-Color: #000000
Font-Weight: Regular
Font-Decorations: none
Heading 1 – Light
Font: Roboto
Font Size: 36pt
Font-Color: #000000
Font-Weight: Bold
Font-Decorations: none
Heading 2 – Light
Font: Roboto
Font Size: 26pt
Font-Color: #000000
Font-Weight: Regular
Font-Decorations: none
Heading 3 – Light
Font: Roboto
Font Size: 22pt
Font-Color: #000000
Font-Weight: Regular
Font-Decorations: none
Heading 4 – Light
Font: Lustria
Font Size: 18pt
Font-Color: #000000
Font-Weight: Regular
Font-Decorations: none
Dark Background Typography
Paragraph – Light
Font: Noto Serif
Font Size: 16pt
Font-Color: #ffffff
Font-Weight: Regular
Font-Decorations: none
Heading 1 – Light
Font: Roboto
Font Size: 36pt
Font-Color: #ffffff
Font-Weight: Bold
Font-Decorations: none
Heading 2 – Light
Font: Roboto
Font Size: 26pt
Font-Color: #ffffff
Font-Weight: Regular
Font-Decorations: none
Heading 3 – Light
Font: Roboto
Font Size: 22pt
Font-Color: #000000
Font-Weight: Regular
Font-Decorations: none
Heading 4 – Light
Font: Lustria
Font Size: 18pt
Font-Color: #000000
Font-Weight: Regular
Font-Decorations: none
Typography Color Selection
Use Dark Text
Use Light Text
Use Light Text
Use Light Text
Use Light Text
Logo Usage
How to Use Our Logo
The logo should be used on a white background.
How Not to Use Our Logo
The logo should not be used on a colored background.
Themes & Imagery
The square with the two rounded corners should be used throughout any designs for the company. Any social media posts should include the logo, logo mark, or website.
Images should be dentist related, preferably of happy people.
Font Files
The font files for all typography may be downloaded by clicking the button below.