Guidelines and Brand Asset Library

Via_Simple

Brain Trust

Via is all about positivity, joy, hope, relationships—and not only that, we offer scientifically-based programs with measurable results that help slow cognitive decline, giving hope to members and more quality time with loved ones to families. Health club, yes; daycare, no. We’re expressing these brand promises and tenets with one cohesive look—joyful and vibrant, smart and approachable.

Brand Assets

Via Cognitive Health logos and icons for digital (RGB) and print (CMYK) purposes can be found here. Please remember it’s ideal to lead with full color logos, but in instances where contrast is limited designs should use a reversed or one color option.

Primary Mark

Vertical Mark

Patterns

The gem becomes a subtle repeating pattern to add visual interest to large, colorful backgrounds. Individual gems can also be used throughout brand collateral as large colorful splashes, bullet points and ways to call attention to certain areas.

Colors

A vibrant, happy set of colors offers limitless possibilities and infuses energy and positivity into the brand. The range of hues and values offers many interesting combos, creating an extensive toolkit for a range of emotional expressions. There is a purposeful absence of purple to prevent confusion with any national Alzheimer’s associations.

Please refer to the following color builds for standards when creating assets for your brand. For print use CMYK and for digital and web applications use RGB or Hex. Navy and Cerulean are the lead brand colors. Use these most of the time, with the other colors used more sparingly as accents, except in special cases.

Via Navy
HEX
#323d82
CMYK
100% / 80% / 6% / 32%
RGB
50% / 61% / 130%
PMS
PMS 288 C
Via Cerulean
HEX
#5f87d9
CMYK
70% / 47% / 0% / 0%
RGB
95% / 135% / 217%
PMS
PMS 2727 C
Via Flamingo
HEX
#ea6c85
CMYK
0% / 66% / 29% / 0%
RGB
234% / 108% / 133%
PMS
PMS 1777 C
Via Grass
HEX
#00b83d
CMYK
65% / 0% / 96% / 0%
RGB
0% / 184% / 61%
PMS
PMS 2421 C
Via Shell Pink
HEX
#fbc9cc
CMYK
0% / 23% / 7% / 0%
RGB
251% / 201% / 204%
PMS
PMS 706 C
Via Lime
HEX
#c0ee00
CMYK
30% / 0% / 100% / 0%
RGB
192% / 238% / 0%
PMS
PMS 2297 C
Via Coral
HEX
#e63e00
CMYK
0% / 83% / 96% / 0%
RGB
230% / 60% / 0%
PMS
PMS 3556 C
Via Sky
HEX
#95e6ff
CMYK
34% / 0% / 6% / 0%
RGB
149% / 230% / 255%
PMS
PMS 304 C
Via Orange
HEX
#ff711e
CMYK
0% / 56% / 90% / 0%
RGB
255% / 113% / 0%
PMS
PMS 1505 C
Via Sunshine
HEX
#ffd21e
CMYK
0% / 11% / 78% / 0%
RGB
255% / 210% / 30%
PMS
PMS 129 C

A NOTE ON COLOR

While we always strive for color accuracy, there are many factors at play when viewing color on screen or on physical objects, like paper, signage and products. The “same” color will never look the same across different substrates—and even different monitors, screens and textures of paper reflect color slightly differently.

Therefore, please expect a certain amount of variation between print (chemicals on paper), web (light) and physical products (plastic/cloth/dyes, etc).

When color accuracy is paramount, we recommend printing using the Pantone Matching System (PMS). W/S will provide Pantone swatches upon request, which we recommend you approve before having anything printed.

We highly recommend you have your printer match colors to your satisfaction before moving forward on any print jobs.

Typography

Keeping the brand tone grounded in an academic persona, while being approachable and friendly, is the beautiful “Ultra” superfamily from Grilli Type. Its three sub-families, including a serif, sans serif and one in-between, offer a wide array of expression and elevate the brand’s tone of voice to reflect both your subject matter expertise and personable ethos.

GT Ultra Fine
GT Ultra Fine Bold
GT Ultra Median
GT Ultra Median Bold
GT Ultra Standard
GT Ultra Standard Bold

Brand In Use

Please refer to the following examples general guide for brand look and feel. Remember when designing Via Cognitive Health assets to be mindful of legibility and balance. It’s important to establish an informational hierarchy to clearly communicate our messaging and tone.

Click on any of the images below to view a larger, uncropped version.

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