Brand
Elements
Logo
DownloadThe following section provides detailed information on the correct size, color, clear space, and other visual aspects for our Velsera logo.
Primary Logo
The primary logo should always be used when communicating to new audiences for the first time.
Secondary Symbol
We use our secondary symbol in small use case scenarios only when space is limited.
Logo clear space and minimum size
Clearance
To provide high visibility and an uncluttered presentation, always maintain clear space around the Velsera logo. Determine clear space by measuring the height/width of the letter “V” from the logo (see diagram) and keep a square area equal to this height clear on all sides of the logo. Note that the clear space will change depending on the size of the logo.
To ensure our logo can always be seen clearly, we have set a minimum size.
Incorrect logo usage
To maintain the integrity of the brand, avoid manipulating or modifying the Velsera logo. These examples are select instances of incorrect usage of the logo.
Do not lockup the primary and secondary logo together. The two should never be combined as shown above in any format.
Do not apply effects such as drop shadows, gradients, or strokes to the logo.
Do not alter, stretch, or distort the logo.
Do not place the logo on top of a background or imagery that would compromise legibility.
Do not recolor the logo.
Do not place the logo on top of low-contrast brand colors or non-brand-approved colors.
Logo color usage
Full-color logo
Our logo should only ever be used as black or white; see below guidance for color pairing examples.
Secondary symbol
Only use the approved color combos below when using the secondary symbol.
Color
DownloadConsistent use of color will help unify all applications of the Velsera brand. Our color system is intended to provide a modern look, a sophisticated but approachable feel, and an overall presentation distinctive from others in our industry. Remember to use RGB or Hex values for digital tactics only and CMYK or PMS values for all printed materials.
Primary
Secondary
Text color pairings for print
Acceptable color/text pairings
To ensure our content is cohesive and accessible, these color pairings
are the recommended options for pairing color and text.
White text
on black
Black text
on light gray or white
White text
on orange
Black text
on light orange
White text
on blue
Black text
on light blue
White text
on azure
Black text
on white
White text
on purple
Black text
on light purple
Text color pairings for digital
Acceptable color/text pairings
To ensure our content is cohesive and accessible, these color pairings
are the recommended options for pairing color and text.
White text
on black
Black text
on light gray or white
White text
on orange
Only 19px font size and above is accessible.
Black text
on light orange
White text
on blue
Black text
on light blue
Black text
on azure
Black text
on light azure
White text
on purple
Only 19px font size and above is accessible.
Black text
on light purple
Typography
DownloadTypography is an important aspect of our brand identity. Our typographic style contributes to our overall aesthetic.
Canela is our primary display typeface for large text. While comprised of various styles, our brand works with one select weight: Thin.
Canela
Thin
Canela abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 @#%&*Founders Grotesk is our sans text-weight typeface. It is ideal for subheads, body copy, and footers. Our brand works with these select weights: Light, Regular, and Medium.
Founders Grotesk
Light
Founders Grotesk Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 @#%&*Regular
Founders Grotesk Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 @#%&*Medium
Founders Grotesk Medium abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 @#%&*Fraktion Mono is our labeling typeface for eyebrows and buttons. While comprised of various styles, our brand works with one select weight: Regular.
Fraktion Mono
Regular
Fraktion Mono abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 @#%&*Typographic hierarchy
It is important to establish a clear typographic hierarchy when typesetting copy to ensure we emphasize our key content in the intended sequential order.
Logo
Fraktion Mono Regular
35pt size, 42 leading, 0 kern
Eyebrows & buttons
Canela Thin
218pt size, 180 leading, -30 kern
Headlines
Founders Grotesk Regular
50pt size, 60 leading, 0 kern
Subheads, body copy, and footnotes
Icons
DownloadOur simple monoline icons are created using a single weight line and minimal detail. These are used in a two-color format and add a technical quality to complex levels of communication.
**Stroke weights should match the provided icon set. Scale proportionally accordingly.**
Everyday moments photography
We capture genuine moments of connection and peek into day-to-day lives to share the stories of those who make our community so special.
Sense of motion
Our imagery should always feel in motion and have an inherent sense of action. We aim to feature multiple people interacting with each other as much as possible to help convey that nature of connection and energy through our images.
Light & color
Nothing is exaggerated—the lighting feels naturally vibrant, not forced. Slight warmth in tonality, natural soft daylight. Look to inject colors from the brand palette (orange, blues, and warm mid-tones) through smart use of propping, clothing, and background elements when possible.
Composition
The camera should always be at slightly below eye level to feel more heroic. Composition should feature a clear focal subject so it feels like the viewer is in the room with you. The situation should feel composed but not posed. People can look into the camera or away from the camera—whichever is most genuine—but we should always see part of their face, so that we create an emotional connection.
Incorrect usage
Below are some, but not all, instances of what to avoid for Velsera imagery.
No studio shots.
No blurred central subjects or content.
No fake smiles/overly posed shots.
No poorly lit subjects or content.
Clarity photography
DownloadFor big impact areas we highlight our moments of clarity to reveal
more patient-focused, end-benefit-driven stories.
Clarity filter
Our filter should only be applied on the left side of imagery, and it should be scaled accordingly based on image size.
Light & color
Background pops of color and texture add warmth and energy to our hero imagery.
Composition
Candid, always moving forward, with left to right progression. Inherent sense of motion. Never static.
Incorrect usage
Below are some, but not all, instances of what to avoid when using the clarity filter on images.
Do not apply filter to busy lifestyle shots. Filter should only be paired with calm, solid color backgrounds.
Do not apply filter to the right of images.
Do not use the filter at a tiny scale.
Do not overuse the filter in multiple locations on one image.
3D Graphics
DownloadMaintaining a consistent style for our 3D graphics is key in order to achieve a cohesive brand appearance. The options below show our full collection of 3D motion graphics. Be sure to use them intentionally, and pair them with communication that aligns with their theme for the most impactful activations.
Rotation & Orientation
You may rotate or flip animations to help fit layouts and compositions if necessary. Rotation and orientation flipping is not allowed on the “Trust” graphics, and it should be used in its approved vertical position.
Seamless connection
Color options
Blue
Azure
Orange
Purple
Shared Intelligence
Color options
Blue
Azure
Orange
Purple
Precision
Color options
Blue
Azure
Orange
Purple
Trust
Color options
Blue
Azure
Orange
Purple
Collaboration
Color options
Blue
Azure
Orange
Purple
3D Proportions
We always start with a 1:1 ratio with our 3D elements. Depending on the layout and imagery, there is room to deviate slightly. We should never exceed 60:40 ratio in either direction.
Extreme Landscape
Portrait
Landscape
Incorrect usage
Below are some, but not all, instances of what to avoid with our 3D elements.
Do not scale the 3D object to disproportionate size.
Do not use the 3D object on the right side of copy.
Do not distort the 3D object.
Do not use more than one 3D object in the same composition.