XYZ Brand Guidelines

01 · Brand core

Who XYZ is

Everything we publish should be traceable back to these lines.

Positioning statement

XYZ is a healthcare-exclusive growth partner - strategy, content, and hospital technology under one roof. Built by doctors, for doctors.

Tagline

“Built by doctors, for doctors.”

Use beneath the logo, in bios, and as the closing line of presentations.

Audience

Hospital CEOs, business managers, department heads, and physicians in Iraq and the Kurdistan Region - busy, evidence-minded decision makers.

The promise

Medically credible marketing and purpose-built technology that grow patient acquisition, retention, and referral pipelines - measured and reported like clinical outcomes.

02 · Logo

The Pulse Monogram

The XYZ letters with a Vital Coral ECG line running through them: the heartbeat of a hospital, moving forward. The line always travels left to right, spikes once after the Z, and ends in a solid coral point.

Primary lockup - light backgrounds

White lockup - dark backgrounds

Icon tile - avatars, favicons, watermarks

Usage rules

Do keep clear space around the logo equal to the height of the letter X, on all sides.
Do use the icon tile whenever the space is smaller than 120 px wide (profile pictures, favicons, photo watermarks).
Don't recolor, stretch, rotate, outline, or add shadows to the mark.
Don't separate the pulse line from the letters, reverse its direction, or remove the coral end point.
Don't place the color lockup on photos or busy backgrounds - use the white lockup on a dark overlay instead.
Minimum sizes: icon tile 32 px, full lockup 120 px wide.

03 · Color

Palette

Roughly 60% clinical neutrals, 30% teals, 10% Vital Coral. Coral is reserved for the pulse line, calls-to-action, and single points of emphasis - never for large backgrounds.

Scrub Teal#0F8B8DPrimary brand color, links, icons

Deep Ward#0B5E63Dark bands, logo tile, gradients

Mint Pulse#5BB8B0Supporting accents, charts

Vital Coral#E85C3FCTAs and emphasis only (10%)

Ink#10333AHeadlines and primary text

Clinical White#F6FAFAPage backgrounds; body text #47616A

04 · Typography

Type system

System stack - "Segoe UI", -apple-system, "Helvetica Neue", Arial, sans-serif - chosen so the brand renders instantly and identically everywhere, with no font licenses to manage.

Headline - 800H1 · 48–60px · -0.015em

Section title - 800H2 · 32–40px

Card title - 700H3 · 18–20px

Body text - 400, line-height 1.7, max 65 characters per line.Body · 16–17px

Eyebrow label - 700 capsLabel · 12px · +0.16em

05 · Voice & tone

Clinical confidence

Precise, calm, evidence-minded. We sound like a senior consultant, not a salesperson. Authority is quiet.

Principle	Write this	Not this
Diagnose, don't hype	“An untold service line is an unsold service line.”	“We'll make your hospital go VIRAL!! 🚀”
Speak the client's language	“Patient acquisition, referral pipelines, service-line growth.”	“Clicks, likes, and vibes.”
Evidence over adjectives	“Monthly KPI reports tie spend to ROI.”	“Amazing world-class award-winning results.”
Respect the profession	“Medically reviewed content, ethically sound campaigns.”	Fear-based or exaggerated medical claims.

06 · Marketing vocabulary

Terms we use - and what we mean

Use these consistently in proposals, posts, and client meetings so XYZ always sounds like one voice.

Patient acquisition: Measurable growth in new patients arriving through marketing channels.
Patient journey mapping: Charting every touchpoint from first search to follow-up visit, and fixing the leaks.
Service-line marketing: Promoting a specific department (cardiology, ICU, maternity) as its own product with its own audience.
Brand positioning: The specific place a hospital occupies in a patient's mind versus every alternative - including traveling abroad.
Market penetration: The share of the reachable patient population a hospital currently serves.
Conversion funnel: The staged path from awareness → consideration → booking, measured at each stage.
Omnichannel presence: One coordinated strategy across social, search, in-hospital screens, events, and podcast - not separate efforts.
Reputation management: Monitoring and responding to reviews and mentions so one bad post never defines the institution.
Share of voice: How much of the healthcare conversation in a city belongs to our client versus competitors.
Engagement rate: The percentage of an audience that interacts with content - a quality signal, not a vanity metric.
Retention & referral pipelines: Systems (portals, follow-ups, doctor networks) that turn one visit into a returning patient and new referrals.
KPI / ROI reporting: Monthly, board-ready numbers that connect marketing spend to business outcomes.

07 · Applications

Everyday rules of thumb

Social media

Icon tile as the profile picture on every platform. Covers use Deep Ward backgrounds with the white lockup. One Vital Coral element per post, maximum.

Photography & video

Watermark with the icon tile at 60% opacity, bottom-right. Color-grade toward clean whites and teal shadows; avoid heavy orange filters that fight the palette.

Presentations & proposals

Title slides on Deep Ward with white lockup; content slides on Clinical White. Close every deck with the tagline.

Print & signage

Use the SVG files in assets/ - they scale to any size without quality loss. Never screenshot the logo from the website.