VitaWell Brand Guidelines
The definitive guide to representing our identity. These standards ensure consistency, clarity, and trust across every touchpoint.
Brand Story & Mission
VitaWell exists to empower individuals to achieve whole-person wellness through evidence-based, holistic health solutions. We bridge the gap between traditional medicine and preventive care, creating sustainable pathways to vitality.
Core Values:
- Integrity: Science-backed, transparent, and ethical practices.
- Empathy: Deep respect for each person's unique journey.
- Balance: Harmony between body, mind, and environment.
- Growth: Continuous improvement through education and innovation.
Logo Usage
✓ Do
Use the official vector formats (SVG/PNG). Maintain clear space equal to the height of the leaf icon on all sides.
✓ Do
Use the white version on dark backgrounds and the dark version on light backgrounds. Never stretch or rotate.
✗ Don't
Apply drop shadows, gradients, or outlines. Do not change colors, add text, or place directly on busy images without a solid backdrop.
Color Palette
Our palette reflects nature, calm, and vitality. Use primary colors for core identity, accents for CTAs and highlights, and neutrals for readability.
Typography
Headings
Used for H1-H3 titles, section headers, and major callouts. Conveys elegance, trust, and authority.
Body & UI
Optimized for screen readability. Use for paragraphs, navigation, buttons, and data tables. Light (300) for secondary text, Regular (400) for body, Semi-Bold (600) for emphasis.
Imagery & Photography
Visuals should feel authentic, inclusive, and grounded in real wellness journeys. Avoid stock clichés.
📸 Photography Style
- Natural lighting, soft shadows
- Diverse age, body type, ethnicity, and ability
- Candid moments over posed shots
- Outdoor/natural environments preferred
🎨 Graphic Elements
- Organic shapes, leaf motifs, subtle gradients
- Illustrations should be line-based, muted tones
- Icons: rounded, 2px stroke, consistent weight
- Never use harsh filters or oversaturation
Voice & Tone
Our communication should feel like a trusted health partner: knowledgeable yet approachable, calm yet empowering.
✅ Do Say
"We'll guide you through sustainable changes that fit your lifestyle."
"Evidence shows this approach supports long-term vitality."
"Your progress matters. Let's adjust as you grow."
❌ Don't Say
"Fix your health fast with our miracle plan."
"You're failing if you don't see results in 3 days."
"Medical advice guaranteed to cure all conditions."
Tone Matrix: Calm & Grounded (default) → Uplifting & Encouraging (progress/celebration) → Authoritative & Clear (safety/protocols)
Applications & Templates
Consistent application across touchpoints builds recognition and trust. All team members and partners must use approved templates.
📱 Digital
- Website, mobile app, email newsletters
- Social media: 1080x1080, 1080x1350, 1200x628
- Header: 150x60px transparent PNG/SVG
- Button radius: 50px (pill)
🖨️ Print & Physical
- Business cards: 3.5" x 2", CMYK, 300 DPI
- Brochures: Trim 8.5" x 11", 0.125" bleed
- Apparel: Center chest 3.5", left sleeve 2.5"
- Minimum logo size: 1.5" width