the graphic design

Every branding detail prompts your audience to remember the brand. The brand alone already has a unique eye-catching personality. But it is inserted into a universe of its own, which we call graphic design. This universe comes to factor into brand perception.

represent the brand in all the details of communication.

Yes, because branding is not just the isolated brand. Every detail of this universe is a clear fragment of the brand, and we have created the brain4care storyline from this fragment.
Some of the visual elements (typology, colors, among others) were covered in the other sections of this manual. This section will focus on the actual graphics, which are:

visual elements
application cutouts
unifying elements
what not to do

the elements

it is good to be versatile

When dealing with visual elements, it is very important to have the freedom of creation. A good graphic design has to be able to provide several types of application and still not mischaracterize the brand.

possibilities and fluidity.

There are two waves we can incorporate into the graphic design: The brand symbol and the brain4care wave. In addition, we have some elements that make up artwork in a secondary way. See them below:

#1 brain4care wave: starring element in graphic design. It will always be inserted in highlighted spots within the artwork, such as covers, opening sections, among others. Use the color in the order of preference defined in the Colors section (this rule applies to all of the elements described below).

#2 brain4care wave: there is a stylized variation of the main wave. The big difference between it and #1 would be the freedom of thickness and cutout. While the thickness of #1 is fixed, #2 adapts more harmoniously to thicknesses of artwork and font weight, in addition to allowing for cutouts.

Brand symbol: In addition to the wave, the symbol will also be a supporting element in materials. It must always be used in cutouts of its details, but never shown in its entirety.

Circles: empty, colored, or filled with images, circles can be used various ways in diverse artwork, ranging from a highlight to a complementary detail.

the cutouts

unlimited possibilities

Cutouts of the elements add fluidity to the artwork. Each element has numerous cutout possibilities. We have shown some of the options below:

#1 brain4care wave: this is the only element in which we do not make large cutouts, using only its entire or almost entire form. This is because this element precisely represents the brain4care equipment wave , and even a simple cutout can mischaracterize its importance.

#2 brain4care wave: variation of the wave allows for cutouts. We can show it in full form, but as a background complement. The #1 brain4care wave is best suited for highlighted places. Its preferred use is in the cutout version because the intention is to use organic lines as artwork graphic design. Here are some examples of cutouts that can be used.

Brand symbol: we avoid showing this in its entirety when used as an artwork complement element, because, like the previous element, the idea is to use only its organic lines and not display it in its complete form. Here are some examples of cutouts that can be used.

Circles: As well as the elements above, cutouts are allowed, in addition to their entire form. Here are a few examples.

unifying

unity is strength

Now that we already know what the elements are, let’s see how they behave together to make communication increasingly more representative and coherent.

Freedom: We want to give creation maximum autonomy. Here the word of order is freedom. The idea is that these elements should be used as a basis for information to be transmitted legibly, maintaining coherence between the parts developed, and allowing the content to be quickly absorbed. Here are some examples of happy unions that we can use in creating materials.

what not to do

don’t let overconfidence mislead you

The big challenge of watching over a brand is knowing the limits to which we can go without making the announcement tiring and boring. Below are some examples of what not to do in the announcement:

Gradient on gradient: do not use the official gradient in backgrounds (see more in Colors > The primary colors) and, above all, gradient on gradient.

Repetitions: Avoid repeating the waves in the same artwork. This distracts from what matters in the context.

Be careful with #2 brain4care wave cutouts: do not use this wave in full form. It can only be used as details.

Excesses: Be careful with excess elements.

Gradient backgrounds: gradient backgrounds can only be used in situations where they do not undermine reading.