Graphic Elements

We have several graphic elements that support our brand. The purpose of the elements is to bring visual clarity and balance to layouts and compositions, not to dominate or distract by over-decoration.

Leaf Pattern

Our logo inspires our leaf pattern, and in most applications, the leaf should point towards the upper right direction, leading the eye from the lower left to the top right of the frame. The leaf pattern may be used in various scales, opacity, transparency, and color within our brand palette. It is used on most materials, including advertisements, signage, social media, etc. There is flexibility in how the leaf pattern can be applied; however, to support brand consistency, please review the most common applications and follow these examples to determine the best application for a specific need.

Text Container

Use the leaf elements as a container for text to increase legibility between the text and the background.

Subtle Outlines

When the leaf is outlined it becomes visually subtle and the text, image and visuals stand out more.

Varying Transparency

Use varying levels of transparency when working with flat colors to add visual texture and balance.

Allover Background

Use background patterns on digital screens and when an allover pattern is needed. This pattern is often seen in presentations.

Fully Customized

On rare occasions a custom pattern is created using the leaf elements — custom patterns are always created by the Creative Team.

Iconography

We use iconography (icons) to articulate information by visually representing ideas, objects, or actions. Icons are often used to bring visual interest, emphasize a point, label groupings of information by category, break up text sections, act as buttons, and serve as simple identifying markers.

Our icons should be drawn in a straightforward, easy-to-understand, line-drawn style. Depending on the scale of the application, there can be exceptions.
When icons are used in small applications, simplify and reverse out the icon to ensure it is readable.
Likewise, do not scale up an icon designed for small applications, as this can result in pixelated and exaggerated visuals.

Iconography in Use

Illustrations

Illustration can help to visual explain an idea, instructions or inspiration when photography does not suffice. Utilizing our color palette, we create illustrations for multiple purposes from functional or expressive.

Take a technical approach when the illustrations will be used for instructional, educational, medical and informational. Medical illustrations should be simple, accurate and tasteful.
A stylized approach should be used to inspire ideas and peak visual interest and express the brand. When creating expressive illustrations of the human body, avoid exagrated or abstracted depictions of the human form.

Illustrations in Use

Typography Writing