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Brand Guidelines
Visual Identity ............................................................................... 05 Typography .............................................................................. 17 Tone of Voice .............................................................................. 23 Color .............................................................................. 29 Illustrations & Elements .............................................................................. 33 Copywriting Guidelines ............................................................................... 41 Photography ............................................................................... 43 Online Guidelines ............................................................................... 46 Offline Guidelines ............................................................................... 53
03
The purpose of this guidelines is to show what ‘brand communication’ means in practice. We have outlined the principles and rules which should guide our brand identity. This will help create consistency across all communications and help to make our brand relevant, differentiated and successful.
About The Guideline
Halodoc Brand Guideline
We’ve also shown how these rules will be applied to a number of examples on both above-the-line (ATL) and below-the-line (BTL) communications.
04
About The Guideline
These guidelines set the essential brand signature elements of the Halodoc signature system and provide guidelines to ensure that the highest standards are maintained wherever the brand is expressed.
There are a few points for your special attention: When implementing the system, always use the official reproduction materials such aas the digital artwork templates provided by the Halodoc Brand Communication Department.
These guidelines are not just for practitioners in marketing or public relations; they are for everyone within Halodoc, as well as for Halodoc’s partners, because all of them are responsible for communicating the values and attributes of our brand as we promise to deliver the best quality and innovative product and services to our customers.
Never reproduce anything directly form the graphic image in this guidelines. These guidelines and related artwork are confidential and are intended for use by Halodoc personnel , its consultants and suppliers only. All pgotographic image shown in these guidelines are for demonstration purpose only, official license is required for legal usage in future implementations.
Halodoc Brand Guideline
How to Use These Guidelines
Visual Identity
1.1
06
1.1
Visual Identity Meaning The new identity symbolizes a friendly companion driven by Halodoc passionate dedication; to simplify and make healthcare more accessible and convenience for all users. We want to inject trustworthiness, friendliness, and fun into the the industry because those are what healthcare companion should bring to life.
Visual Identity
Halodoc Brand Guideline
The icon inspired by a stethoscope, representing health and doctors. It also forms a smiley face, making the brand feel friendly, approachable, and uplifting.
1.2
07
1.2
Meet Heidy, Our Icon healthy
happy
cute
resting
unwell
dizzy
Visual Identity
Halodoc Brand Guideline
In order to humanize the brand, we create a name for Halodoc’s symbol to make the brand more personal and friendlier for our users. There are a few dyamic variations of the symbol and each of them can be used depending on the purposes.
1.2
08
1.2
Visual Identity Structure Our logo is the visual representation of the philosophies that drive us and the beliefs that inspire Halodoc as the healthcare companion. It is our most sacred visual asset. Through our innovative solutions, our logo will represent us as leaders in the healthcare industry.
Visual Identity
symbol
wordmark
Halodoc Brand Guideline
Our logo is made up of two parts: the Symbol and the Wordmark. Don’t use the logo individually except for the app icon. The following pages outline the principles behind both elements and how to use them to represent Halodoc in a powerful way.
1.3
09
1.3
Minimum Clear Space The primary brand identity is always surrounded by a minimum area of clear space in order to prevent its visual impact from being impaired. This clear space must never be linked to any other graphic elements such as text, logo.
Minimum Size The Halodoc brand identity with brandline should never be reproduced at sizes smaller than the value shown in this page. The below measurement is also using “O” height as a standard unit, it will never be allowed to be smaller than 25mm.
PRINT
DIGITAL
25mm
25mm
Visual Identity
Halodoc Brand Guideline
This value has been determined to ensure the smallest limit of legibility. This principle applies on all levels of primary brand identity.
1.4
10
1.4
Clear Space Web & Tablet Minimum clear space above and below the logo should be 15px height, but is always determined by site/mobile design.This should always align with page margins.
Visual Identity
15px
15px
1.5
11
1.5
Logo Color
color negative
Our logo is flexible. It looks striking when produced in our hero color or our brand colors. Wherever possible avoid black and grey. Our logo stands out when worked positively out of light backgrounds or reversed out in white when set against bright backgrounds. color positive
B&W positive
Visual Identity
Halodoc Brand Guideline
B&W negative
1.6
12
1.6
Logo & Tagline Logo Without Tagline For communication materials (offline & online) that is not hosted on our social media.
without tagline
Logo With Tagline Use for media partner (press release, placement, etc)
Symbol For digital materials that we post on all HD social media assets
with tagline
Visual Identity
Halodoc Brand Guideline
Symbol
1.7
13
1.7
Logo Positioning: Portrait There are strict rules when it comes to positioning our logo—place it in any corner at the top left or bottom left of the page. Wherever you place it, make sure the minimum amount of clear space is between our logo and the edge of the communication.
Visual Identity
Halodoc Brand Guideline
In general, we avoid placing our logo at the center of communications. However, it may be useful in certain instances such as business card.
1.8
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1.8
Logo Positioning: Landscape There are strict rules when it comes to positioning our logo—place it in any corner at the top left or bottom left of the page. Wherever you place it, make sure the minimum amount of clear space is between our logo and the edge of the communication.
Visual Identity
Halodoc Brand Guideline
In general, we avoid placing our logo at the center of communications. However, it may be useful in certain instances such as business card.
1.8
15
1.9
Brand Identity Misuse
DO NOT distort our logo
DO NOT rotate our logo
DO NOT change the relationship between the symbol & wordmark
DO NOT split the logo into two colors
DO NOT change the logo into outlined version
DO NOT use different colors for the symbol & wordmark
DO NOT change the position between the symbol & wordmark
DO NOT overlay the symbol & wordmark
Visual Identity
Halodoc Brand Guideline
Our logo announce us to the world. It’s important that we treat it with respect. There are strict guidelines to abide by when using our symbol and wordmark together. Please follow them carefully.
1.8
16
1.9
Brand Identity Background Misuse
DO NOT reproduce the full color logo on a too dark background
DO NOT change the Halodoc red logo into a multi-colored logo
DO NOT use the background color too close with the brand identity
DO NOT apply the logo in too light photographic or background
DO NOT reproduce the logo on a too complicated background
DO NOT reproduce the logo on a too dark background
DO NOT reproduce the logo on a key visual content
DO NOT apply the brand identity in too complicated texture
Although the following examples do not represent every possible misuse, they illustrate some of the possible mistakes that must be avoided.
Visual Identity
Halodoc Brand Guideline
To ensure that our brand identity is correctly presented with a right background, we must never apply the brand identity on any background that could reduce its legibility. The brand identity should only be produced in its specific colours.
Typography
2.1
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2.1
Primary Typeface We use rounded typeface to make Halodoc looks friendly and flexible. Gotham Rounded can use in all material except website and apps.
Gotham Rounded ABCDEFGHIJKLM NOPQRSTUWXYZ 1234567890 Light ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Book ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Bold
Typhography
Halodoc Brand Guideline
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
2.2
19
2.2
Secondary Typeface Secondary typeface is use for bodycopy fonts for all materials, we use firm type fonts to make the design looks balance. Hind can use in all material except website and apps.
Hind ABCDEFGHIJKLM NOPQRSTUWXYZ 1234567890 Light ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Semibold
Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Typhography
Halodoc Brand Guideline
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
2.3
20
2.3
Big Bold Fonts We can use other big bold font types to replace the primary logo, in order to make the looks more flexible. Type of fonts: - Asap - Montserrat - Avenir - Odin Bold - Made Goodtime Grotesk - Permanent Marker The fonts should be: - Readable - Not too curly - Non-Italic
Typhography
Halodoc Brand Guideline
Font types can be explored but please follow the guidelines
2.4
21
2.4
Website and App Primary Typeface For website and apps, we use Nunito as primary typeface.
Nunito ABCDEFGHIJKLM NOPQRSTUWXYZ 1234567890 Light ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Book ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Bold
Typhography
Halodoc Brand Guideline
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
2.5
22
2.5
Website and App Secondary Typeface Secondary typeface is use for bodycopy fonts for website and apps materials, we use firm type fonts to make the design looks balance.
Roboto ABCDEFGHIJKLM NOPQRSTUWXYZ 1234567890 Light ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Bold
Typhography
Halodoc Brand Guideline
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
Tone of Voice
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3.1
Tone of Voice Overview
Tone of Voice
Our voice is the expression of our brand through words. The way we talk and write influences the way people feel about Halodoc. We use these words to build trust between user over our brand and our beliefs. That’s why our voice is uplifting, empowering, and positive. We tailor our tone to suit specific audiences, but our voice remains instantly recognizable. The more consistent our voice is, the stronger our message becomes.
Halodoc Brand Guideline
3.1
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3.1
3.1
Tone of Voice Overview
Friendly Halodoc is a pleasant companion for everyone. Halodoc’s voice should be just like what a good friend should be: uplifting, positive, warm, and witty.
Helpful Halodoc is passionate about helping people. Every word that Halodoc says should always be for the good of people.
Reliable
Tone of Voice
Halodoc Brand Guideline
Although Halodoc sometimes use an adequate amount of humor, it is important to keep being informative, honest, and trustworthy.
3.1
26
3.2
Tone of Voice: Friendly
Friendly means we are:
and we are not:
- Witty - Engaging - Human - Warm - Not intimidating
- Rigid - Too formal - Pretentious - Awkward
Do not use any too-formal pronouns: Use “kamu” dan “kami” instead of “anda” dan “saya”.
Tone of Voice
(v)
Sneezing and freezing all night long? We could get you some help.
(x)
We can cure your headache.
(v)
Bersin-bersin di malam kencan bikin kamu kurang tampan. Konsultasi dengan dokter sekarang.
(x)
Jangan biarkan flu mengganggu hidup anda, hubungi Dokter kami.
Halodoc Brand Guideline
Examples:
3.3
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3.3
Tone of Voice: Helpful
Helpful means we are:
and we are not:
- People-oriented - Show empathy - Caring - Positive - Supportive
- Hard-selling - Ignorant - Demanding
encourage them the most? Show our emphatic side by showing concern about our audience condition.
Tone of Voice
(v)
Get a good rest, while we pick up and deliver your medicine.
(x)
We offer medicine delivery service.
(v)
Kebahagiaan kami adalah melihatmu mendapatkan pelayanan kesehatan terbaik.
(x)
Halodoc menyediakan pelayanan kesehatan terbaik dan terpercaya.
Halodoc Brand Guideline
Examples:
3.4
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3.4
Tone of Voice: Reliable
Reliable means we are:
and we are not:
- Honest - Informative - Trustworthy - Clear - Mature
- Over-promising - Vague - Trivial - Ambiguous - Immature
Always give a helpful information and do not over-promising in any kind of way. Every word used should portray the truth and not ambiguous.
Tone of Voice
(v)
Don’t worry! We’ll deliver your medicine within an hour.
(x)
We will send the medicine as soon as possible.
(v)
Waktunya liburan. Biar kami yang mengurus belanja obat-obatan. Dapatkan 50% potongan harga untuk jasa pengantaran obat setiap akhir pekan.
(x)
Potongan harga besar-besaran! Diskon 50% untuk pengiriman obat setiap akhir pekan.
Halodoc Brand Guideline
Examples:
Color
4.1
30
4.1
Primary Color
Halodoc Red
Color
CMYK
6 100 62 0
RGB
224 0 77
HEX
E0004D
Halodoc Brand Guideline
PANTONE 1925 C
4.2
31
4.2
Secondary Color
PANTONE P 45-3 C CMYK 0 50 50 0
A supporting color palette has been developed to support our brand identity colors, and to create greater visual expression.
RGB 246 150 121 HEX F69679
The supporting colour palette covering a range of soft to strong colors is developed to cohere with the diversity and flexibility of the relationship concept.
PANTONE P 102-6 C
PANTONE P 106-3 C
PANTONE P 106-2 C
PANTONE P 106-1 C
PANTONE P 45-1 C
CMYK 100 94 0 23
CMYK 73 61 0 0
CMYK 32 17 0 0
CMYK 18 9 0 0
CMYK 6 3 0 0
CMYK 0 31 32 0
RGB 31 43 123
RGB 88 107 178
RGB 169 192 228
RGB 204 217 239
RGB 236 240 249
RGB 250 188 163
HEX 1F2B7B
HEX 586BB2
HEX A9C0E4
HEX CCD9EF
HEX ECF0F9
HEX FABCA3
Halodoc Brand Guideline
Color
PANTONE P 100-8 C
4.3
32
4.3
Tertiary Color
Color
PANTONE P 121-6 C
PANTONE P 10-8 C
PANTONE P 59-3 C
CMYK 72 0 21 0
CMYK 0 27 100 0
CMYK 0 52 30 0
RGB 0 189 205
RGB 254 190 16
RGB 245 148 148
HEX 00BDCD,
HEX FEBE10
HEX F59494
Halodoc Brand Guideline
Tertiary color can be used for the details of the illustrations or icons if needed.
Illustrations & Elements
5.1
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5.1
Illustrations Halodoc Illustrations :
Illustrations & Elements
Using Halodoc color Without the details of face Simple and clean Flexible No strokes Asian looks
Thick Woman
Thin Woman
Thick Man
Thin Man
Halodoc Brand Guideline
-
5.2
35
5.2
Icons Halodoc Icons :
Illustrations & Elements
Halodoc Brand Guideline
- Using Halodoc color - Without the details of face - Simple and clean - Flexible - No strokes - Asian looks - Use circle background
5.2
36
5.2
Illustrations & Elements
Halodoc Brand Guideline
Icons on App Mockup
5.3
37
5.3
Elements These elements can be used for all materials, to make the constanity of the designs. The inspiration comes from Halodoc logo and the general medical and care icons.
Illustrations & Elements
Halodoc Brand Guideline
Don’t overuse the elements in a design. One design can only use maximum 2 elements to keep the design neat and clean.
5.3
38
5.3
Illustrations & Elements
Halodoc Brand Guideline
Elements Application Sample
5.3
39
5.3
Illustrations & Elements
Halodoc Brand Guideline
Elements Application Sample
5.4
40 01
5.4
Patterns We also can use patterns to make stronger identity. This patterns can be used for corporate identity, such as :
Illustrations & Elements
Business Card Envelope Letterhead etc
Halodoc Brand Guideline
-
Copywriting Guidelines
6.1
42
6.1
Keywords
Salutation
Chat dokter
Apotek tepercaya
Kamu
Dokter Tepercaya
Beli Obat Lebih Hemat
is used to talk to our consumers. So the communication sounds friendlier.
Dokter Berpengalaman
Cek Lab, Petugasnya ke Tempat/Lokasi/Rumah
Sehat Lebih Mudah
Setiap warga Indonesia berhak mendapatkan akses kesehatan yang mudah
Sehat Bebas Ribet Aplikasi Kesehatan Beli Obat Diantar ke Tempat/Lokasi/ Rumah dalam 60 menit
Chat Dokter Berpengalaman di Halodoc Untuk Solusi Tepercaya
Anda is used for a more formal communication like talking to doctors. Ex: Materials for doctor events or ads for doctor recruitment.
Ada Dokter Tepercaya Dalam Genggamanmu Solusi Sehat Lebih Mudah Dalam Genggamanmu
Cek Lab Kapan Saja, Di Mana Saja
Copywriting Guildelines
Halodoc Brand Guideline
Obatnya lengkap
Photography
7.1
44
7.1
Photography Images for any Halodoc marketing materials should have a :
Photography
Halodoc Brand Guideline
- Asian look - Consistent tone - Halodoc red accent on every photo - Warm tone with natural light - Natural pose
7.2
45
7.2
Doctor Images for any Halodoc marketing materials should have a :
Photography
Halodoc Brand Guideline
- Real doctor - Consistent tone - Use white snelli - Warm tone with natural light - Natural pose - Looks friendly - Approachable body language - Use red t-shirt/ shirt/ hijab
Online Guidelines
8.1
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8.1
Social Media: Instagram & Facebook Boost
40 px 60 px
Size : 1080 x 1080 px 1. Logo Size : width 78.5 px 2. Logo should be on the top right *Text on Facebook Boost should be 20% *Visual on Facebook Boost and Twitter is mirroring from Instagram
Lorem ipsum dolor sit amet, consectetur adipiscing elit pellentesque et. #FaktaHalodoc
Halodoc Brand Guideline
40 px
Online Guidelines
60 px
100 px
8.2
48
8.2
Social Media: Twitter
40 px 60 px
Size : 1200 x 900 px
Lorem ipsum dolor sit amet, consectetur adipiscing elit pellentesque et.
1. Logo Size : width 80 px 2. Logo should be on the top right
#FaktaHalodoc
Halodoc Brand Guideline
40 px
Online Guidelines
60 px
100 px
8.3
49
80 px
80 px
365.8 px
8.3
Social Media: Instagram Story
68 px
Size : 1080 x 2220 px 1. Logo Halodoc Size : width 81 px *Left : Halodoc Logo Right : Partner Logo
Online Guidelines
Halodoc Brand Guideline
377 px
8.4
50
Without Partnership 80 px
8.4
Website: Desktop Banner Size : 1500 x 760 px 1. Logo Halodoc Size : width 250 px
80 px
80 px
*Only partnership banner that uses Halodoc logo With Partnership 80 px
80 px
Online Guidelines
80 px
Halodoc Brand Guideline
46 px
8.5
51
Without Partnership 41 px
8.5
Website: Mobile Banner Size : 753 x 477 px 1. Logo Halodoc Size : width 135 px
41 px
41 px
*Only partnership banner that uses Halodoc logo With Partnership 41 px
41 px
Online Guidelines
41 px
Halodoc Brand Guideline
25 px
8.6
52
8.6
Apps: Banner
Without Partnership 82 px
Size : 1444 x 500 px 1. Logo Halodoc Size : width 200 px
82 px
82 px
*Only partnership banner that uses Halodoc logo With Partnership 41 px 41 px
Online Guidelines
82 px
Halodoc Brand Guideline
82 px
Offline Guidelines
9.1
54
x 0.1 x 0.1 x 0.1 x
9.1
Billboard Vertical Size : 750 x 1500 cm 1. Logo Size : Height 0.1 x 2. Logo can be placed on the top left or top middle. 3. Text : 40% 4. Image : 60% 5. App Store & Play Store Logo Size: width 33 cm 6. Headline: Gotham Rounded
0.1 x
Offline Guidelines
Halodoc Brand Guideline
7. Body Copy: Hind
9.2
55
9.2
Billboard Horizontal 1 Size : 1500 x 750 cm 1. Logo Size : Height 0.1 y
0.1 y
0.1 y
0,1 y 0,1 y
2. Logo can be placed on the top left or top middle. 3. Text : 50%
y
4. Image : 50% 5. App Store & Play Store Logo Size: width 33 cm 6. Headline: Gotham Rounded
0.1 y
Offline Guidelines
Halodoc Brand Guideline
7. Body Copy: Hind
9.3
56
9.3
Billboard Horizontal 2 Size : 2440 x 240 cm 1. Logo Size : Height 0.25 y 0.2 y
2. Logo can be placed on the top left or top middle. 3. Text : 70% 4. Image : 30%
0.2 y
0.2 y 0.25 y
y
0.2 y
5. App Store & Play Store Logo Size: width 19 cm 6. Headline: Gotham Rounded
Offline Guidelines
Halodoc Brand Guideline
7. Body Copy: Hind
9.4
57
x 0.1 x
0.1 x
0.1 x 0.1 x
9.4
Roll Up Banner Small Size : 60 x 160 cm 1. Logo Size : Height 0.1 x 2. Logo can be placed on the top left or top middle. 3. Text : 50% 5. Image : 50% 6. App Store & Play Store Logo Size: width 28 cm 6. Headline: Gotham Rounded
0.1 x
Offline Guidelines
Halodoc Brand Guideline
7. Body Copy: Hind
9.5
58
x 0.1 x
0.1 x
0.1 x 0.1 x
9.5
Roll Up Banner Large Size : 85 x 200 cm 1. Logo Size : Height 0.1 x 3. Logo can be placed on the top left or top middle. 4. Text : 50% 5. Image : 50% 6. App Store & Play Store Logo Size: width 40 cm 7. Headline: Gotham Rounded
0.1 x
Offline Guidelines
Halodoc Brand Guideline
8. Body Copy: HInd
9.6
59
x 0.1 x
0.1 x
0.1 x
9.6
0.075 x
Flyer Size : 15 x 21 cm (A5) 1. Logo Size : Height 0.075 x 2. Logo can be placed on the top left or top middle. 3. Text : 40% 4. Image : 60% 5. App Store & Play Store Logo Size: width 40 cm 6. Headline: Gotham Rounded 7. Body Copy: Hind
Offline Guidelines
Halodoc Brand Guideline
0.1 x
9.7
60
9.7
Voucher 0.05 y
Size : 9 x 5,5 cm
0.05 y
0.05 y 0.075 y
1. Logo Size : Height 0.075 y 2. Logo can be placed on the top left or top middle. 3. Text : 50%
y
4. Image : 50% 5. App Store & Play Store Logo Size: width 2,3 cm 6. Headline: Gotham Rounded
0.05 y
Offline Guidelines
Halodoc Brand Guideline
7. Body Copy: Hind
9.8
61
22.5 cm
37.5 cm
90 cm
37.5 cm
22.5 cm
0.075 y 0.1 y
9.8
Booth Size : 210 x 86 cm
y
0.075 y
1. Logo Size : Height 0.1 y 2. Logo can be placed on the top left or top middle. 3. Text : 40% 4. Image : 60% 5. App Store & Play Store Logo Size: width 33 cm 6. Headline: Gotham Rounded
Offline Guidelines
Halodoc Brand Guideline
7. Body Copy: Hind
9.8
62
0.1 y
0.1 y
0.1 y
9.9
0.1 y
30 px
Videotron y
Size : 896 x 512 px 1. Logo Size : Height 0.1 y 2. Logo can be placed on the top left or top middle. 3. Logo should be appeared on every slide/ frame
0.1 y
4. Halodoc Logo, App Store & Play Store Logo on closing frame Halodoc Logo size : Height 0.2 y App Store & Play Store size : Height 0.1 y 5. Headline: Gotham Rounded 6. Body Copy: Hind
0.2 y
Offline Guidelines
Halodoc Brand Guideline
0.1 y
Thank You
