the brand

Our brand is the collection of memories that give us meaning. It is what the relevance filter retains in the hearts and minds of people. It is what strengthens us in speech and, as unparalleled personalities, makes us unique.

#weareourbrand

unite talents, challenge the limits of medicine, reach the greatest number of people..

These are the pillars of brain4care. Every detail of the brand has been developed to express all the company’s values. The brand bears two elements of extreme importance: the “brain4care” logo and the vital sign symbol. We need to know how to use them so that communication is never undermined. In this section, we will go into:

usage versions
maximum reduction
safe distance
what not to do

the versions

options for all tastes

We have to have application resources. Based on the versions of the brand, we guarantee that their readability will be maintained. Each one of them has its own qualities and its own restrictions. Always use the most suitable option.

caution, readability, and attention.

As the most important element of our visual identity, the brand must never be altered or changed. When presenting the brand, excluding the brain4care name and/or the symbol is prohibited. Usage versions are divided into:

positive and negative color preferred versions
special black and white versions

Horizontal positive color preferred version: This version must always be the first application option. Use the positive versions preferably on a neutral background, mainly on the white and gradient backgrounds described in Colors > The primary colors. If you have problems with readability or have print restrictions, use of the following options is released, prioritizing the application order every time.

Vertical positive color preferred version: When space available for the previous usage version is restricted, the vertical version can be used. One way of verifying if this brand version will be the best application option is to check if the proportion of the available area (i.e., the base to height ratio) is lower than the “gold triangle” (1 x 1.618 ratio). Like the version above, see which backgrounds on which to use this version in Colors > The primary colors.

Horizontal negative color preferred version: The negative color must be used preferably on the brand’s primary navy blue, present in the layout of the material developed, primary navy blue to white gradient or primary green (symbol) to white gradient. If there is no possibility of applying this on one of the backgrounds cited, there is also the option of applying it to the secondary black (priority 2) and secondary dark gray (priority 2). Never use the brand inside a primary navy-blue square. Always give preference to options that do not need to “box” the brand into a frame. Learn more at Colors > The primary colors.

Vertical negative color preferred version: when the space available for use of the previous version is restricted, the vertical version can be used (the same rules of proportion for the vertical positive color preferred version apply in this option). The same general rules from the previous version will be applied in this option.

Special black and white horizontal positive version: In situations where use of the brand in its positive and negative (black and white) versions becomes necessary, we suggest choosing one of the following options. These options are restricted and subject to approval by brain4care communication.

Versão-especial-preto-e-branco-positiva-horizontal

Special black and white vertical positive version: when the space available for use of the previous version is restricted, the vertical version can be used (the same rules of proportion for the vertical positive color preferred version apply in this option).

Special black and white horizontal negative version: The negative version must be used when visibility of the brand gradient is impaired. This can happen in situations where the brand is applied in materials beyond its universe, in which we will not have control of the background that will be used, in printing or playback system limitations, or in applications on top of secondary or support colors. Never use the brand inside a black square. Always give preference to options that do not need to “box” the brand into a frame. This version is authorized in cases of mourning to better transmit the message.

Versão-especial-preto-e-branco-negativa-horizontal

Special black and white vertical negative version: when the space available for use of the previous version is restricted, the vertical version can be used (the same rules of proportion for the vertical positive color preferred version apply in this option). The same general rules from the previous version will be applied in this option.

Versão-especial-preto-e-branco-negativa-vertical

reducing

less is not always more

For the brand to always be readable, it is important for us to put limits on its application. The rules for maximum brain4care brand reduction are:

Horizontal versions: maximum brand reduction in horizontal versions is 15 mm in width, respecting the original proportions.

Vertical versions: maximum brand reduction in vertical versions is 10 mm in width, respecting the original proportions.

distance

step back to breathe

Every detail in brand application matters. Do you know that we also have to keep a safe distance between the brand and other elements? Yes, and this distancing is very important to giving our brand due prominence.

Minimum distance: there is a boundary area to be respected for the brand to maintain its visual characteristics. Any other element must not invade this area. The height of the letter b, in proportion to the brand that will be used, corresponds to the minimum distance that must be applied from any nearby element. See the locations indicated for calculating the safety area. These rules are valid for all horizontal and vertical brand versions. Any exception to this rule must have the previous approval of brain4care communication.

what not to do

find the seven mistakes game

We are the guardians of the brand and, therefore, it is our responsibility to take care of the brand in order for it to always be complete and follow the rules of this manual. It is very important to meticulously observe certain application details. In many cases, the brain4care brand must be crafted with backgrounds that are not part of the company’s universe. For this reason, some precautions should be taken. See the examples of improper brand use below:

Colors: do not change the brand colors. Learn more in Colors > The primary colors. Always use the official brand files, which can be downloaded here.

Minimum distance: Never exceed the minimum distancing for the brand. Learn more in Brand > Distance.

Proportions: never change or distort brand proportions.

Application on backgrounds: always use the version that provides the best background contrast. See more color options in Colors > The support colors.

Brand elements: never invert the brand elements.

Brand versions: never merge brand versions. Learn more about brand versions at The brand > The versions.

Visual effects and enhancements: never apply shadows or other graphic enhancements. If the background does not provide due contrast, review the layout or use another brand version. See the available versions at The brand > The versions.

Editing the brand: never change or exclude brand elements.

Watermark and/or transparency: never use the brand this way. The watermarks allowed will only be in symbol clippings or other elements of communication. See the elements available in Graphic Design > Elements.

Images: Do not apply the brand on top of images and illustrations. Prioritize white backgrounds and few art elements.

Background overlays: never overlay the brand on different background colors. This affects brand readability.

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