If your eyes are the window to your soul, then your smile is the doorway to your first impression—and overall health.
We are a breath of fresh air.
Finally, something like this exists.
This guideline is best viewed on a desktop.
Menu
01.
Brand Strategy
Our reasoning for the way we look and the way we do things. It's how we're perceived by our audience and guides us into the future.
Our visual system utilizes distinct, high contrast to capture attention and convey innovative breakthrough and sophistication. The identity is designed to reflect incomparable care and pristine freshness.
This bold contrast technique can be seen in the thoughtfully crafted typeface combinations, vibrant color palette, and modern graphical elements.
• Our visual direction includes two distinct typefaces that emphasize specific words to add value, or benefit, to the consumer and product.
• The color pallete is vivid and bold while also utilizing plenty of white space that creates a strong contrast, making it feel bright, clean, friendly, and fresh.
• The graphical elements are used to create clear transitions and dimension, and highlight key areas or product features.
Brand Promise
Our values
Core Audience
Professionals
It’s important to these cosmetic-focused dentists, orthodontists, and oral industry professionals (sales reps, etc.) to be “in the know” about the latest in oral care. They are tech-driven, innovative thinkers and doers who are committed to their practices and care deeply about their patients and customers. They’re eager to deliver the latest and greatest breakthroughs that will help their patients live well and their businesses succeed and grow. As a group, they are seen as trusted go-to experts. What they say carries great weight and they’re eager recommend products they trust will deliver.
Consumers
Their healthy smiles are an important positive signal of how they feel about themselves and what they project to other people. So, they take what their dental professionals recommend seriously and are willing to invest significantly in their oral hygiene. They have high expectations and would like to do the absolute best they can for their oral health. So, our consumers are looking for solutions their dental professionals endorse, solutions they can trust will be more effective than what they’re doing currently, are simple to fold into their routines, and that they can stick to over time.
Primary Professional
Progressive Oral Professionals
Our clients come to us because of our state-of-the-art facilities and expert care. I want to make sure I give my patients the attention they deserve by making every minute count while they're in the chair. Before providing recommendations of new oral care routines for my patients—who have invested so much in their oral health, I need to see clear results, compliance, proven evidence of superior, thorough cleaning and be assured that this is the thing my patients will stick to for continued care.
Core Attributes:
Tech-forward
Innovative
Committed
Caring
Competitive
Oral Health Investors
For initial adoption, focusing on the subset of the two consumer segments below that have already invested
in professional oral health services (e.g. aligners, whitening, etc.)
Primary Consumer
Committed Strugglers
My smile and breath are an important positive signal of who I am to other people. I invest significantly in my oral care and hygiene. However, in the competing demands of life, my oral care routine can be a hassle to stick to because it’s time consuming, messy, and sometimes painful. I know what I should be doing, but I’m not 100% sure if I’m doing it right. I’m looking for solutions that I know will be effective, that I can easily stick to, and can trust I’m doing correctly.
Core Attributes:
Optimistic
High expectations
Busy
Open-minded
Frustrated
Secondary Consumer
Oral Health Overachievers
I get deep personal satisfaction from having a healthy mouth and feel that my smile and breath are a positive signal of who I am to other people. I feel in control of my oral health — I know what to do to maintain a healthy mouth, and stick to a strict routine. Because I’m so committed to oral health, I’m always open to new, proven, or dentist recommended solutions that can make my mouth even healthier and cleaner.
Core Attributes:
Knowledgeable
Diligent
Confident
Meticulous
Perfectionist
02.
Messaging Guidelines
Follow this link for an in-depth understanding of our voice and tone.
03.
Logo
Primary Wordmark & Clearspace
The wordmark is our most valuable asset and is a primary representation of the Proclaim™ brand. The logo creates an overall impression of approachability and professionalism. It evokes a sense of deep clean and visualizes the mint rinse infusion.
It has been designed with specific proportions to allow it to feel balanced. Always be sure to provide ample space for the wordmark to breathe and be legible by following the clearspace guidance shown here. The space 'x' is defined by the height of 'o' in the wordmark. No outside elements should interfere with the defined clearspace.
Monogram & Clearspace
Our monogram is pulled directly from the wordmark, and is meant to be used as a simplification of our logo, especially in instances where horizontal space is limited. To help build equity in our brand, try to only use the monogram in application as a secondary element, when the full wordmark has already been established. Be sure to follow the same clearspace rules as the wordmark.
Logo Lockups
04.
Typography
Brand Typefaces
The combination of typefaces here is confident and pioneering, utilizing modern takes on both serif and sans serif, used purposefully within blocks of headline copy. The sophisticated, clean geometric nature of both of these typefaces balance out nicely with other elements within the system.
Eiko Regular
Pure headlines & numbers
Mori Semibold
Emphasis in headlines, long subheads, and CTAs
Mori Light
Short subheads, body copy, legal
System Fallbacks
The primary brand fonts can easily be installed on your machine, and should be used whenever possible to help maintain brand consistency. For instances where use of our primary brand fonts isn't possible, use the system fallbacks shown here. Note that the same typographic rules and visual impact may not translate to these fallbacks.
Eiko Regular
Mori Semibold
Mori Light
Palatino Light
Arial Bold
Arial Nova Light
Usage
Refer to these examples when crafting emphasis and secondary headlines.
Emphasized headlines are used for hero headlines in main content modules. They can be used to introduce new content, features, or benefits.
Pure headlines can be used throughout a document as a continued topic to hero headlines. They can also be used for short titles and information.
Paragraph
Rules
Subheads cap height is equal to the lower case letters (x-height) in our headlines. Header leading and paragraph spacing are equal to the x-height.
Body copy paragraph leading should be the same spacing as the lowercase body copy height.
Leading can be adjusted depending on amount of text and layout and will need to be explored as new materials are created.
Example Web
The emphasized headline should be used in the first hero module. It can be used again throughout to introduce new large statements.
Pure headlines can be used throughout. Both headlines can be accompanied with a subhead if needed.
Example Presentation
When the first example of the brand is a title and not a marketing headline, the pure headline (Eiko Regular) is used.
General
Rules
Typefaces
Whenever possible, try to start with Eiko first which allows for the emphasized word to pop more.
Emphasis
Only words that need emphasis should be typeset in Mori SemiBold. Not every word needs attention so only select words that fulfill a benefit for the product and brand.
Try to keep it to a maximum of 1-2 groupings of word(s) so that there isn't an optical bouncing in the headline.
The ideal headline should be no more than 8 words
Emphasize words that can relate to each other
Keep it brief, meaningful, inspirational, and specific
Use sentence case in just about everything, including headlines
Remove typographic widows and orphans (words that are left on their own line or hanging off a paragraph)
05.
Photography
Lighting & Tone
Lighting is warm and natural. There should never be any harsh shadows or strong highlights.
There should be a sense of pride, joy, and confidence captured in people's faces and body language. It should never feel forced or overly excited. There should also be some context to the environment or space they're in.
Professional Lifestyle
The professional lifestyle imagery can showcase the dentist or dental hygenist interacting with the patient, working independently on the patients' scans or in their office/lab looking at their records.
There should be an overall joyful feeling between all individuals and the environment should feel clean, high-tech, and spacious.
Consumer Lifestyle
Our lifestyle photography captures people showing off their smiles. There should be a sense of pride, joy, and confidence. A majority of our photography should be capturing real people in their daily lives or using the product.
Locations are real-world environments (home or otherwise), and should feel authentic and real, never staged. Backgrounds should be clean and free of distractions.
Models should be a range of ages and backgrounds, but lean towards older mature professionals (over 25 years old). They can be shown with their families or interacting with other individuals, but the main focus should always be on the subject.
Models should have "perfect" aligned, white teeth and large smiles. Mouths can also be slightly opened.
Product Lifestyle
Product lifestyle should focus on the product in the home environment. It can be next to similar sized objects within the bathroom to show size and scale. It should not be shown cluttered with many smaller sized objects.
People can be shown in the background environment but the focus should be on the product.
Images of the product in use can be shown close-up with sharp details.
Product in use will need exploring to determine the most comfortable visual appearance.
Product in-studio
Product in-studio is a chance to show off the quality and elegance of the product. Close-up micro shots of the prodcut feel premium and give off an impression of high-performance.
There should be a light, white environmental texture (marble, stone, or counter top) grounding the product or family of products. When using a seamless background, it should be 5% off-white so that the white CMF in the product can appear brighter.
06.
Color Palette
Primary Colors
Our color palette is both bold and bright, reinforcing our confident and encouraging nature. It feels approachable and playful in its use, while still maintaning a professional edge. Sharp contrast between ample whitespace and color blocks create a crisp, fresh overall tone.
The primary Fresh Blue and accompanying step gradients may be flipped in ratios from dark-to-light and light-to-dark depending on the order of usage (see graphic devices for examples.)
Colors can be used in prominent areas throughout design and in typography.
Fresh Blue
FB02
FB03
FB04
White
Pebble
Colors can be used as solid shapes or as a background. Warm black is used only for text.
Secondary and Tertiary Colors
Tertiary colors are meant to support the primary palette. The Navy can be used as a dark background to help highlight lighter items and make the primary colors pop more. The Mint Teal is used as an accent to support graphic devices such as the Splash or Shoreline (see graphic devices for examples).
Navy
Mint Teal
Warm Black
Color Usage
When it comes to typography, all text should have the most contrast as possible. When in doubt, check with ADA standards here.
07.
Supporting Graphics
These shapes are inspired by the roundness and transparency of the mouthpiece and the uniqueness of mouths and teeths. They're influenced by the curvature and fluidity of water and how it moves through the mouthpiece. They resemble bodies of water to further amplify that fresh, clean, and pure feeling. Each shape is a micro or macro perspective of the droplet with 1-4 accent ripples.
When using the graphic shapes, there should be no visible anchor points, hard corners or edges.
Graphic Devices
Splash
Splashes can live on a light or dark background, provided the secondary color has enough contrast to pop. They can bleed off the edge or be shown in their entirety (similar to a droplet with the addition of a splash color).
Images live within the foreground container shape but should allow for plenty of breathing room around the person's face and head. Splashes are accompanied with 1 secondary color as an accent.
Droplet
Droplets are used to highlight images or text on larger color blocks. Image or text should allow for ample white space.
Shoreline
Shoreline graphics are a magnification of a droplet and can be used when space on a layout is limited or when the layout is overly complicated. It can be used as a background element or container for text or images. Foreground color should be from the primary palette with an accent color from the secondary palette. See example above.
Text can live within the main shape and product image can overlap it. However, allow for plenty of negative space within the container shape to allow the product image breathing room.
Ripple
The step gradient pattern should be used as a background texture for supporting hero imagery or emphasis headlines. The color should appear dark to light when used behind product imagery to allow for the CMF to pop. It should always be used in our primary Fresh Blue and accompanying tints. It can be used on a white or navy background depending on whether supportive imagery or text is light or dark to provide ample contrast.
Graphic Device Rules
DO make sure there's plenty of negative space around the product pieces and there is sufficient contrast to allow the product CMF to pop.
DO make sure the ripple colors read from dark to light when product overlaps.
Be aware of odd negative spaces that may appear when crafting a layout with the graphic devices.
DO NOT place intricate parts of the product on top of the ripple gradient. Always allow for enough contrast to allow the product CMF to pop.
08.
Example Applications
Event Booth
Website
Social
Packaging
Brochure
Signage
Powerpoint Presentation
For questions regarding these materials or specific brand applications, please contact David Yin at David.Yin@freshhealth.com.
Last updated: January 25, 2023