the colors

Our palette contains the colors of our identity. They give life to the brain4care universe. Always choose them harmoniously.

We have divided the colors of the brand universe into four categories with distinct characteristics of use:

the primary colors
the gradient (which deserves a separate highlight)
the secondary colors
support colors

the primary colors

let’s get to what matters

Gradient, primary green (symbol), primary blue (symbol) and primary navy blue. These are the four most important communication colors. They always need to be present in any brain4care communication material.

serenity, trust, and health.

The primary colors project these three primordial feelings. All brain4care communication is born from these feelings. What we seek is the quick connection with our customer, representing our product in a way that conveys peace of mind and cause knowledge authority. Everything that brain4care seeks is in the universe of the primary colors. Therefore, more than 70% of brain4care communication needs to be covered by them. This includes:

titles
subtitles
running texts
priority texts
boxes
icons and graphics

primary colors:

Primary green (symbol):
Pantone^© 3262 C
C69 M0 Y53 K0
R0 G215 B164
#00D7A4

Primary blue (symbol):
Pantone^© Process Blue C
C100 M13 Y1 K2
R0 G133 B202
#0085CA

Primary navy blue:
Pantone^© Reflex Blue C
C100 M89 Y0 K33
R1 G33 B105
#012169

The key three colors: all the other colors on the brain4care palette are combinations of the primary colors. Always distribute the three colors as equally as possible in communication. Each one represents an element of our identity:

Backgrounds (priority 1): always prioritize white and primary navy-blue backgrounds. This way, the emotional connection to the brand will be immediate.

Colored backgrounds (priority 2): allowing the use of primary colors as a background option. This way, the emotional connection to the brand will be immediate. Always keep an eye on the text color that contrasts best with the backgrounds.

Gradient backgrounds (priority 2): allowing use of the official gradient — primary blue (symbol) to primary green (symbol) — and gradient of one of the primary colors for the white as a background option. Always keep an eye on the text color that contrasts best with the backgrounds. Readability is first and foremost! Inverting the official gradient in backgrounds is not allowed.

Colored backgrounds (priority 3): allowing the use of support white and of secondary dark gray as background options if there is no possibility of applying any of the backgrounds above. Use white text in this option.

Special backgrounds: allowing the use of support colors as a background option in specific cases, such as events, commemorative dates, endomarketing materials, among others (e.g., Women’s Day). This way, the emotional connection to the brand will be immediate. Always keep an eye on the text color that contrasts best with the backgrounds.

Titles/subtitles/texts: see Typology > Colors section for complete rules on using primary colors in texts. See the overview of use to the side.

example:

title in gradient

or in primary green (symbol).

Subtitle in primary navy blue or white.

Body text in gray or white depending on background contrast. You can also use the primary blue (symbol) in running texts.

Priority texts in primary dark blue (priority 1) or secondary dark gray (priority 2) depending on the background contrast.

the gradient

nimble information

This color mix will be the registered trademark throughout the communication. It will be used in titles as well as in artwork (e.g., buttons, boxes, backgrounds, etc.), making communication nimble and transparent.

Creating the gradient: evolution of the primary blue (symbol) to the primary green (symbol), from left to right, maintaining equality in the division of the two colors. The gradient angle cannot be changed.

example:

gradient is the evolution of the primary blue (symbol) to the primary green (symbol).

Primary blue (symbol):
Pantone^© Process Blue C • C100 M13 Y1 K2 R0 G133 B202 • #0085CA

Primary green (symbol):
Pantone^© 3262 C • C69 M0 Y53 K0 • R0 G215 B164 • #00D7A4

Titles: always use the official gradient above and, preferably, on a white background. In situations where use of the gradient is not possible, replace it with the primary green (symbol). See more rules for using the gradient in titles in Typology > Colors.

exemplo:

Title in gradient

or in primary green (symbol).

Primary green (symbol):
Pantone^© 3262 C • C69 M0 Y53 K0 • R0 G215 B164 • #00D7A4

the secundary colors

secondarily

Four more colors are born: the secondary colors. They came to support the primary colors. The sober tones chosen were thought out very carefully to complement the primary colors, without upstaging them, after all, the primary colors will always be the focus of our gazing eye.

provide support, promote highlighting, and enhance details.

These are the three main aspects of the secondary colors. They structure the artwork, leaving the primary colors in the foreground. Austere, elegant, and sophisticated, the secondary colors can be used on several occasions:

running texts
priority texts
boxes
diverse elements in the communication
graphics

secondary colors:

Secondary dark gray
Pantone^© Cool Gray 10 C
C40 M30 Y20 K66
R82 G86 B94
#52565E

Secondary medium gray
Pantone^© Cool Gray 6 C
C16 M11 Y11 K27
R166 G169 B171
#A6A9AB

Secondary light gray
Pantone^© Cool Gray 1 C
C4 M2 Y4 K8
R224 G226 B224
#E0E2E0

Secondary blue
Pantone^© 280 C
C100 M100 Y6 K60
R44 G39 B82
#2C2752

The gray tones: step in to give a visual rest to the brand colors. As a neutral color, gray softens communication by giving room to what should be highlighted. The gray tones of the secondary colors should be prioritized over the others on the full palette and always chosen in accordance with the reading and the contrast to the other colors used in the artwork and backgrounds.

a. the secondary dark gray color:
Cinza-escuro secundário:
Pantone^© Cool Gray 10 C • C40 M30 Y20 K66 R82 G86 B94 • #52565E

b. the secondary medium gray: prioritize, of the primary colors, the contrast between the primary blue (symbol) and the primary navy blue. Avoid the primary green (symbol) as it may cause visual discomfort.
Secondary medium gray:
Pantone^© Cool Gray 6 C • C16 M11 Y11 K27 • R166 G169 B171 • #A6A9AB

c. the secondary light gray: can be used freely because it does not visually compete with any of the primary colors.
Secondary light gray:
Pantone^© Cool Gray 1 C • C4 M2 Y4 K8 • R224 G226 B224 • #E0E2E0

The secondary blue: comes in to be used tone-over-tone with the primary navy blue, as well as to make the blue tone a little “warmer” in the communication.

the secondary blue: tone-over-tone, like a watermark, this blue fits well next to the primary navy blue.
Secondary blue:
Pantone^© 280 C • C100 M100 Y6 K60 • R44 G39 B82 • #2C2752

Titles/subtitles/texts: see Typology > Colors section for complete rules on using primary colors in texts. See the overview of use to the side.

example:

Body text in gray or white depending on background contrast. You can also use the primary blue (symbol) in running texts.

Priority texts in primary dark blue (priority 1) or secondary dark gray (priority 2) depending on the background contrast.

support colors

freedom of expression

The last will be the first: now we can express our emotions in communication. The support colors have come to give a tone of voice in color form. Colorful, strong, present, they help to highlight precise information, the level of urgency of each item, or even to make dense scientific content a little lighter.

to express feelings, to warn, and to add life.

Support colors can be used in very freely, respecting the rules of the primary colors, that is, they will never be the most obvious colors, but they will have their due space in brain4care communication. Some examples of use:

graphics
boxes
buttons
“warning” texts: see Typology > Colors section
small highlights
complementary icons, graphics and illustrations

support colors:

Black: this color must always be used with great caution. In situations that require dark colors, always prioritize the primary and secondary colors first.

the black support: tone on tone, like a watermark, this black fits well next to the dark gray.
Black support:
Pantone^© 426 C • C0 M0 Y0 K100 • R40 G40 B41 • #282829

The gray tones: in the support colors, the gray palette considerably increases. Just like the blues, the gray can be used tone-over-tone and also according to the readability of layout information (Note: Always prioritize the secondary grays first).

a. the dark grays: when using a white text becomes a great option for background contrast. Always use the tone that most contrasts with the text.

b. The medium and light grays: in these shades of gray, white is not a good text option. Use these tones more for backgrounds and graphics details.

Colorful support: the colors that will give voice tone to the communication are here. We use them to represent information that should be read carefully. In details, buttons, they are freely used according to the visual proposal. Remembering that colorful support complements the artwork, it, however, is not the primary focus . (Note: the primary colors always represent 70% of total communication artwork).

“Expressive” colors: for easy understanding, five colors have been defined for content that deserve a focused look. Expressive colors can be used in multiple situations (highlighted texts, buttons, small boxes of important content, etc.):

a. caution (priority 1): the yellow-colored caution expression will be used.
Yellow caution expression:
Pantone^© 116 C • C0 M14 Y100 K0 • R255 G205 B0 • #FFCD00

b. warning (priority 2): the orange-colored warning expression will be used.
Orange warning expression:
Pantone^© 1505 C • C0 M62 Y100 K0 • R245 G130 B31 • #F5821F

c. danger: the red-colored danger expression will be used.
Red danger expression:
Pantone^© 1785 C • C0 M91 Y78 K0 • R239 G74 B75 • #EF4A4B

d. success: the green-colored success expression will be used.
Green-success expression:
Pantone^© 367 C • C53 M4 Y100 K0 • R139 G191 B75 • #8BBF4B

e. confirmation: the green-colored confirmation expression will be used.
Green confirmation expression:
Pantone^© 361 C • C77 M0 Y100 K0 • R67 G176 B42 • #43B02A

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the colors

Our palette contains the colors of our identity. They give life to the brain4care universe. Always choose them harmoniously.

the pri­ma­ry colors

let’s get to what matters

Gradient, primary green (symbol), primary blue (symbol) and primary navy blue. These are the four most important communication colors. They always need to be present in any brain4care communication material.

serenity, trust, and health.

primary colors:

example:

title in gradient

the gradient

nimble information

This color mix will be the registered trademark throughout the communication. It will be used in titles as well as in artwork (e.g., buttons, boxes, backgrounds, etc.), making communication nimble and transparent.

example:

gradient is the evolution of the primary blue (symbol) to the primary green (symbol).

exemplo:

Title in gradient

the se­cundary colors

secondarily

Four more colors are born: the secondary colors. They came to support the primary colors. The sober tones chosen were thought out very carefully to complement the primary colors, without upstaging them, after all, the primary colors will always be the focus of our gazing eye.

provide support, promote highlighting, and enhance details.

secondary colors:

example:

support colors

freedom of expression

to express feelings, to warn, and to add life.

support colors:

the primary colors

the secundary colors