the typology

More than letters, the typology of the brand is a critical component of its visual identity and therefore must be used in all brain4care materials. The typology has the mission of making people identify a material like ours without the brand being present.

This result is built through structured use of the identity elements contained in the typology:

fonts
hierarchies
spacings and alignments
colors
discipline and coherence in the use of these elements

creating hierarchy

size matters

Establish a logical and easy-to-apply hierarchy that helps the audience absorb information more easily. See details like body size, spacing and others below.

Body size: Establish hierarchy by body font size. Titles must be larger than subtitles and, so on, consecutively. Do not make the text body too small, as it makes reading difficult. Some important remarks:

Line spacing: for reading to be visually comfortable, always seek the proportion of one line of text to the space between lines, in proportion to the text used. Use lower casing height as a basis.

exemplo:

Line spacing is distancing in proportion to the
Line spacing is distancing in proportion to the
size of the body size. Line spacing is distancing in
size of the body size. Line spacing is distancing in
proportion to the size of the body size.
proportion to the size of the body size.

Highlights: in subtitles, the regular font can be used. For texts in general, use semibold or underline to highlight the words.

example:

When highlighting something in the text, underline it or use semibold.

lower casing

we want to get closer

The way we use upper and lower casing really sets the targeted tone of voice. In reference to the teaching of Prof. Sergio Mascarenhas: “To keep in mind that the biggest is not always in the first place,” we define rules such as:

Lower casing: the first letter in titles is always in lower casing

Upper and lower casing: In running text, the use is based on English spelling rules.

example:

Readable text body size, following the spelling rules. Erro maximi, od et parum quam, etus alit fugit hilit vid et eliquat ut eos aciis impost as exeribus del eumquun tibusti antiatus quia vendit et velestibus ut apicia parchic ature, quiam nonem quodit aut lame volupic tatiostrum exped qui debist facepre ssequae quo deliqui omniam que sam faceates mos aut ducium.

alignment

making every day easy

Alignment helps provide unity and reading comfort. Left alignment allows more flexibility for adaptations in printed and digital materials. Check the rules:

Left alignment: This will prevent the text from opening large spaces between words and will make reading more comfortable.

Bullets: A much-used resource to facilitate quick information access. Prioritize short texts and focus on highlighted points. Important points:

Inserting text into other elements: some situations can happen when the text is inserted into a box, buttons etc. The rules that apply are:

Keys: always aligned to the left below the figures.

example:

Key always aligned to the
left below the figures.

colors

our color is plural

Colors convey sensations and feelings. Using this resource harmoniously in communication will add much more life and understanding to the content.

Titles: Always use the official gradient described in the color tab, from the primary blue (symbol) to the primary green (symbol) and, preferably on white or primary navy-blue background. As priority 2, secondary dark gray or black support backgrounds can be used. In situations where use is not possible, the gradient can be replaced by the primary colors: primary green (symbol), primary blue (symbol) and primary navy blue. On dark backgrounds, such as the primary dark blue and secondary dark gray, where there is no possibility of color options for the above titles being readable, use the white title. Learn more in Colors > The primary colors.

example:

title in gradient

or primary green.

Subtitles: Give preference to primary navy blue described in the colors tab or white, depending on readability in relation to the background.

example:

Subtitle in primary navy blue or white.

Running text: Prioritize gray tones from the official palette or white, depending on the best reading in relation to the background. In situations where the running text is blue, use the primary blue (symbol).

example:

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

Priority texts: For important texts, we use two primary colors:

a. primary navy blue (priority 1):
Primary navy blue:
Pantone^© Reflex Blue C • C100 M89 Y0 K33 R1 G33 B105 • #012169

b. secondary dark gray (priority 2):
Secondary dark gray:
Pantone^© Cool Gray 10 C • C40 M30 Y20 K66 R82 G86 B94 • #52565E

“Expressive” texts: for easy understanding, five colors have been defined for content that deserve a focused look:

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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