Daniels

📋 1 Guidelines

🔗 Connections

Sector

Utilities Healthcare

Region

Usa

Guideline Year

2018

Language

English

Tags

Health

Official Websites

Brand Guidelines

2018

Categories

Brand Imagery
  • High quality images can be sourced from our global image library -www.daniels.smugmug.com or requested through marketing@danielshealth.com.
  • Product images shown in correct resolution, ratio + perspective.
  • Retain true ratio.
  • Use high resolution images.
  • Retain correct perspectives.
  • Do not apply drop shadows.
  • Do not flip images vertically or horizontally.
  • In any application using a non-white background, product images with transparent backgrounds must be used.
  • The images that form part of our brand identity are raw and honest. Middle aged healthcare workers, emotional human interactions, contextual medical and ecological environments, abstract perspectives, black and white realism; Images that we can believe in.
Color Palette
  • The Daniels colour palette has been designed to support the heritage of Daniels’ identity using the well established teal green as one of two baseline colours, and adding tonal highlights that bring a modern and contemporary aesthetic to the brand.
  • The brand colours have been designed to be used interchangeably with each other as a composite palette rather than a single colour identity, however there is a hierarchy of colour use that must be followed. In no application, should any of our primary, secondary or tertiary colours be used singularly without white. White gives a clean, clinical and balanced aesthetic to our environmentally focused brand colours.
  • Whilst we love rainbows, sunshine brightness, Tiffany box blue and the prismatic colour spectrum of technology brands, we need to retain the identity of who we are, for in this lies the power of ‘Daniels’ as a brand; not ‘Daniels merged with Google’ or ‘Daniels on steroids’. Our unique story and the colours chosen to portray our brand personality need to be a consistent part of our visual identity.
  • The Primary colours of Daniels are Daniels Dark Grey and Daniels Teal; these colours used singularly or interchangeably should always be the dominant colours in any application.
  • Daniels Dark Grey CMYK : 55 / 30 / 20 / 60 RGB : 59 / 76 / 88 PMS : 7545 C HTML : #3B4C58
  • Daniels Teal CMYK : 88 / 6 / 45 / 30 RGB : 0 / 128 / 122 PMS : 7717 C HTML : #00807A
  • The Secondary colours broaden the palette to add variation and vitality to the deep primary colours. These colours may be used to provide accentuation, contrast and visual interest without departing from the recognized palette.
  • Daniels Aqua CMYK : 74 / 0 / 29 / 0 RGB : 0 / 183 / 189 PMS : 2397 C HTML : #00B7BD
  • Daniels Moss CMYK : 86 / 0 / 53 / 0 RGB : 0 / 171 / 142 PMS : 3268 C HTML : #00AB8E
  • The Tertiary colours compliment our official colours, but are not recognisable identifiers for Daniels Health. Tertiary colours should be used sparingly, and always in conjunction with our primary colours, never on their own.
  • Daniels Lime Green CMYK : 48 / 0 / 92 / 0 RGB : 147 / 201 / 14 PMS : 2292 C HTML : #A4D233
  • Daniels Light Grey CMYK : 0 / 0 / 0 / 30 RGB : 188 / 190 / 192 PMS : Cool Grey 3 C HTML : #BCBEC0
  • Gradients and Duotones have been used to create design elements and graphic backgrounds that interpret our core colours into a more visually interesting form. The formulae of these gradients are not to be modified, and should be used sparingly as accents of our brand identity.
  • Web Gradients have been designed to add greater visual interest and flexibility to our brand when interpreted across digital platforms. It should be noted that these gradient mixes are to be used limited to online applications; they should never be incorporated into printed materials.
  • Icon use is limited to our primary, secondary and tertiary brand colours, or white when used on a coloured background.
  • Quotation marks are reserved for quotes used in branded marketing materials. Do not underlay quotation marks behind text. Use with AG Book Pro font only. Use with Daniels colour palette only.
Typography
  • Comic Sans should only be used by little girls writing poems about unicorns.
  • The fonts we have chosen to compliment our brand identity are intentional. We put a lot of thought into the weight, character nuances and type spacing of our chosen font families; Comic Sans has a cuteness and naïveté to its design that makes it very suitable for children’s writing but not for a corporate brand. Equally, Times New Roman, whilst sophisticated and very appropriate for a court or legal document, makes a human-centered company such as ours appear too staunch and formal. Our fonts have been chosen to exude familiarity, approachability and a clean aesthetic that simplifies our message.
  • We have three font styles that compliment the use of our brand in marketing, everyday use, and the world wide web. The first and third categories will apply only to a small minority. The second category applies to everyone. In the absence of a licensed marketing font, please use Arial. Arial is embedded as a standard font on every computer, it can be used in Word, Outlook and even Excel. It is neat, clean, readable and everything we are trying to achieve through our brand communications.
  • Use of these fonts should also adhere to the following: • Italics - Only to be used in references or footnotes. • No condensed or expanded versions of fonts unless approved through marketing.
  • Licensed Font • AG Book Pro has limited user licenses and should only be used for marketing curated materials.
  • AG Book Pro ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 | !@#$%^&*()-+All font-weights and styles.
  • Adobe Garamond Pro is a complimentary font used for quotes and highlighted text. This font is to be used in marketing materials only.
  • Adobe Garamond Pro ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 | !@#$%^&*()-+Semi-Bold & Regular only.
  • Non Licensed Everyday Use Font To be used in e-mails, letters and non-marketing communications.
  • Arial ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 | !@#$%^&*()-+Bold & Regular only.
  • Web Font To be used on digital platforms and web based marketing.
  • Roboto ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 | !@#$%^&*()-+All font-weights and styles.
  • The seven characters that form the word ‘Daniels’ are a custom font designed specifically for the Daniels brand. This font, or any variation or interpretation of it, should not be used for any other purpose aside from our logo.
  • Quotation marks are reserved for quotes used in branded marketing materials. Do not underlay quotation marks behind text. Use with AG Book Pro font only. Use with Daniels colour palette only.
  • No condensed or expanded versions of fonts unless approved through marketing.
  • Italics - Only to be used in references or footnotes.
  • AG Book Pro has limited user licenses and should only be used for marketing curated materials.
  • Arial is embedded as a standard font on every computer, it can be used in Word, Outlook and even Excel.
Logo Usage
  • If you want to get on the good side of a graphic designer, don’t stretch the logo.
  • Our logo is the most prominent visualization of Daniels as a company and a brand, therefore its consistency of use in all applications is an imperative. Any foreign interpretation of the logo immediately devalues our brand equity, and any substitutions compromise our total brand message.
  • The Daniels logo is made up of three components; an icon, a name and a positioning statement. These three components should be used in tandem across all communications. Above all, trust the ratio; don’t pull a little to the left or push a little to the right; we don’t want a fat lion or a skinny lion, - we think he’s perfect just as he is!
  • The exclusion zone around the logotype is equal to the cap width of the ‘D’ in Daniels.
  • The aspect ratio of our logo is 8:5.
  • The iconic lion insignia that forms our brand mark has evolved in small adjustments from its genesis in 1997. Now in its fourth iteration, the Daniels lion mark is the stand-alone visual identifier of our global group of companies.
  • The seven characters that form the word ‘Daniels’ are a custom font designed specifically for the Daniels brand. This font, or any variation or interpretation of it, should not be used for any other purpose aside from our logo.
  • When printed in any size, ensure the logo is produced in perfect resolution without blur or pixelation.
  • For all web based applications, the minimum size our logo can appear is 70pixels x 30pixels. Please note, the use of our logo in any digital application must first be cleared through the marketing department.
  • DO NOT: Alter the marks in any way. Redesign, redraw, animate, modify or distort the proportions of the marks. Substitute colour or background for a pattern or design. Rotate or render the marks three-dimensionally. Use outlines or embossing on the marks. Add words, images, drop shadows or any other new elements to the marks. Replace the approved typeface with any other typeface. Enclose the marks in a shape or combine them with other design elements or effects. Modify the size or position relationship of any element within the logo.
Tone And Messaging
  • A brand is a story that is always being told.
  • Our vision is to make healthcare safer, our practice is to be the best versions of ourselves that we can be, our standards are to always strive to the highest level of excellence, and our resolve is to consistently act with utmost integrity.
  • It’s all about people.
  • As a company, our ‘why’ is to save lives; safety is our highest ethical responsibility and for Daniels, it sits above the bottom line. Empowering safe solutions and averting life-threatening injuries is the cornerstone of why we were founded and the lifeblood of our business today; we exist to serve and protect the healthcare community.
  • What we do every day has an impact on people’s lives. We should never lose sight of this fact.
  • As a company we are passionate about doing business sustainably; empowering the wellbeing of our employees and their communities, driving a spirit of innovation within our culture, and making ecological choices that reduce environmental impact.
  • Environmental safety and sustainability have always been foundational imperatives of Daniels.
  • We are makers, innovators, thinkers; a group of people determined to improve the future. Innovators ask questions, they explore alternate methods, shift thinking, synthesise new ideas and energise the people around them to see a future where this ‘dream’ or ’thought’ becomes a tangible reality.
  • A brand’s visual identity is more than a logo; it is the deployment of all design elements in unison to tell a consistent brand story. Colours, logos, fonts and image choices collectively frame the visual identity of a brand’s DNA.
  • It is the creative visual expression of a brand that tells a story about who we are, what we value and what we aspire to.
  • The design principles underscoring the Daniels brand have been selected to achieve a clean and uncluttered aesthetic. The green tones reflect the importance we place on sustainability and positive environmental choices, and our images reinforce the human-centeredness of our cause.
  • From bullet points, typefaces and text spacing rules, to icons, colours and graphics, the brand has been carefully constructed to project a consistent and intentional identity that is both innovative and relatable.
  • Our logo is the insignia of our brand; it is the primary communicator of our 30-year heritage, tradition and authority in the healthcare industry.
  • The lion icon takes its relevance from the biblical story of Daniel in the lions den. An inspiring metaphor, the historical story exemplifies the courage of a young man in the face of formidable circumstances holding true to his vision, and more importantly, his beliefs.
  • The lion has been used in many ancient cultures as a figure of strength, balance and sound judgment, in the modern world as an icon of leadership and courage, and in nature as an animal seen to possess superior strength and dignity.
  • Our new brand marque has been designed with a cleaner aesthetic, enhanced symmetry and higher impact colours to portray a dignified yet authoritative presence.
  • Giving objectivity to why we are here, the Daniels logo serves as the patriotic flag for our cause; “Making Healthcare Safer.”
  • Our logo is the most prominent visualization of Daniels as a company and a brand, therefore its consistency of use in all applications is an imperative. Any foreign interpretation of the logo immediately devalues our brand equity, and any substitutions compromise our total brand message.
  • The Daniels logo is made up of three components; an icon, a name and a positioning statement. These three components should be used in tandem across all communications.
  • Above all, trust the ratio; don’t pull a little to the left or push a little to the right; we don’t want a fat lion or a skinny lion, - we think he’s perfect just as he is!
  • Our tagline ‘Making Healthcare Safer’ is more than a logo description; it is a positioning statement which describes both the industry we serve and the goal we collectively aspire to.
  • These three words should never be dissected from our corporate logo except in circumstances where the logo is printed too small for the words to have adequate readability or visual impact. Any such departure from our logo construct must be approved through the correct marketing channels. ‘Making Healthcare Safer’ is as much a part of our identity as the name Daniels.
  • Wherever our brand name is promoted and/or our logo shown, the words ‘Making Healthcare Safer’ should be proudly proclaimed or, as some would say, ‘shouted from the rooftops!’, not tucked away as an insignificant footnote or passive afterthought. These three words are our essence, our cause, and our collective aspiration.
  • A brand is like a person; it has distinctive character and personality traits that personify its identity and predict its behaviour. A departure from any one of these ‘brand’ or ‘personality definers’ starts confusing our message.
  • The fuller expression of our brand identity encompasses a number of complimentary elements that complete our look. Singularly these elements could be mistaken for any number of commercial brands, but together they define the company’s uniqueness in such a way that is unmistakably ‘Daniels’.
  • The Daniels graphic element should be used in all marketing and communication applications that promote the Daniels brand. In all designs, this graphic should always take a geometric form and may not be replicated, adapted or modified in any way.
  • Icon use is limited to our primary, secondary and tertiary brand colours, or white when used on a coloured background.
  • Quotation marks are reserved for quotes used in branded marketing materials.
  • Do not underlay quotation marks behind text.
  • Use with AG Book Pro font only.
  • Use with Daniels colour palette only.
  • Comic Sans should only be used by little girls writing poems about unicorns.
  • Our fonts have been chosen to exude familiarity, approachability and a clean aesthetic that simplifies our message.
  • Italics - Only to be used in references or footnotes.
  • No condensed or expanded versions of fonts unless approved through marketing.
Brand Values
  • This name honours the generational commitment invested in improving healthcare safety, and solidifies the values that sit as the cornerstones of our vision -Integrity, Strength and Purpose.
  • Our vision is to make healthcare safer, our practice is to be the best versions of ourselves that we can be, our standards are to always strive to the highest level of excellence, and our resolve is to consistently act with utmost integrity.
Visual Style
  • A brand’s visual identity is more than a logo; it is the deployment of all design elements in unison to tell a consistent brand story. Colours, logos, fonts and image choices collectively frame the visual identity of a brand’s DNA.
  • The design principles underscoring the Daniels brand have been selected to achieve a clean and uncluttered aesthetic. The green tones reflect the importance we place on sustainability and positive environmental choices, and our images reinforce the human-centeredness of our cause. From bullet points, typefaces and text spacing rules, to icons, colours and graphics, the brand has been carefully constructed to project a consistent and intentional identity that is both innovative and relatable.
  • Our new brand marque has been designed with a cleaner aesthetic, enhanced symmetry and higher impact colours to portray a dignified yet authoritative presence. Without bowing to design fads by departing from its iconic form, the lion has been redesigned to exude control and a more lion-like stature. The colour palette has been deepened to translate a more commanding impression, and the letter ‘i’ in the name ‘Daniels’ has been arced to render a softer and more human centred element in our brand name.
  • In all printed and digital publications and communications, this new brand marque is our assumed corporate identity.
  • Our logo is the most prominent visualization of Daniels as a company and a brand, therefore its consistency of use in all applications is an imperative. Any foreign interpretation of the logo immediately devalues our brand equity, and any substitutions compromise our total brand message.
  • The Daniels logo is made up of three components; an icon, a name and a positioning statement. These three components should be used in tandem across all communications. Above all, trust the ratio; don’t pull a little to the left or push a little to the right; we don’t want a fat lion or a skinny lion, - we think he’s perfect just as he is!
  • The exclusion zone around the logotype is equal to the cap width of the ‘D’ in Daniels.
  • The aspect ratio of our logo is 8:5.
  • The iconic lion insignia that forms our brand mark has evolved in small adjustments from its genesis in 1997. Now in its fourth iteration, the Daniels lion mark is the stand-alone visual identifier of our global group of companies.
  • The seven characters that form the word ‘Daniels’ are a custom font designed specifically for the Daniels brand. This font, or any variation or interpretation of it, should not be used for any other purpose aside from our logo.
  • When printed in any size, ensure the logo is produced in perfect resolution without blur or pixelation.
  • For all web based applications, the minimum size our logo can appear is 70pixels x 30pixels. Please note, the use of our logo in any digital application must first be cleared through the marketing department.
  • DO NOT: Alter the marks in any way. Redesign, redraw, animate, modify or distort the proportions of the marks. Substitute colour or background for a pattern or design. Rotate or render the marks three-dimensionally. Use outlines or embossing on the marks. Add words, images, drop shadows or any other new elements to the marks. Replace the approved typeface with any other typeface. Enclose the marks in a shape or combine them with other design elements or effects. Modify the size or position relationship of any element within the logo.
  • The gradient colour version of our logo should be used in the majority of applications. Flat colour version is to be utilised only for colour-restrictive printing applications.
  • Use of a monochrome logos is restricted to: • Applications where, for compliance reasons, the logo must be overlaid on a coloured background. • Applications where our logo is overlaid across our brand colours or design elements. • Applications where the logo must be printed in grayscale.
  • The Daniels colour palette has been designed to support the heritage of Daniels’ identity using the well established teal green as one of two baseline colours, and adding tonal highlights that bring a modern and contemporary aesthetic to the brand.
  • The brand colours have been designed to be used interchangeably with each other as a composite palette rather than a single colour identity, however there is a hierarchy of colour use that must be followed. In no application, should any of our primary, secondary or tertiary colours be used singularly without white. White gives a clean, clinical and balanced aesthetic to our environmentally focused brand colours.
  • The Primary colours of Daniels are Daniels Dark Grey and Daniels Teal; these colours used singularly or interchangeably should always be the dominant colours in any application.
  • The Secondary colours broaden the palette to add variation and vitality to the deep primary colours. These colours may be used to provide accentuation, contrast and visual interest without departing from the recognized palette.
  • The Tertiary colours compliment our official colours, but are not recognisable identifiers for Daniels Health. Tertiary colours should be used sparingly, and always in conjunction with our primary colours, never on their own.
  • Gradients and Duotones have been used to create design elements and graphic backgrounds that interpret our core colours into a more visually interesting form. The formulae of these gradients are not to be modified, and should be used sparingly as accents of our brand identity.
  • Web Gradients have been designed to add greater visual interest and flexibility to our brand when interpreted across digital platforms. It should be noted that these gradient mixes are to be used limited to online applications; they should never be incorporated into printed materials.
  • The Daniels graphic element should be used in all marketing and communication applications that promote the Daniels brand. In all designs, this graphic should always take a geometric form and may not be replicated, adapted or modified in any way.
  • Icon use is limited to our primary, secondary and tertiary brand colours, or white when used on a coloured background.
  • Quotation marks are reserved for quotes used in branded marketing materials. Do not underlay quotation marks behind text. Use with AG Book Pro font only. Use with Daniels colour palette only.
  • Comic Sans should only be used by little girls writing poems about unicorns.
  • No condensed or expanded versions of fonts unless approved through marketing.
  • Licensed Font • AG Book Pro has limited user licenses and should only be used for marketing curated materials.
  • Adobe Garamond Pro is a complimentary font used for quotes and highlighted text. This font is to be used in marketing materials only.
  • Non Licensed Everyday Use Font To be used in e-mails, letters and non-marketing communications.
  • Web Font To be used on digital platforms and web based marketing.
  • Product images shown in correct resolution, ratio + perspective.
  • Retain true ratio.
  • Use high resolution images.
  • Retain correct perspectives.
  • Do not apply drop shadows.
  • Do not flip images vertically or horizontally.
  • In any application using a non-white background, product images with transparent backgrounds must be used.
Iconography
  • Icon use is limited to our primary, secondary and tertiary brand colours, or white when used on a coloured background.
Layout And Composition
  • The design principles underscoring the Daniels brand have been selected to achieve a clean and uncluttered aesthetic. The green tones reflect the importance we place on sustainability and positive environmental choices, and our images reinforce the human-centeredness of our cause. From bullet points, typefaces and text spacing rules, to icons, colours and graphics, the brand has been carefully constructed to project a consistent and intentional identity that is both innovative and relatable.
  • Our logo is the most prominent visualization of Daniels as a company and a brand, therefore its consistency of use in all applications is an imperative. Any foreign interpretation of the logo immediately devalues our brand equity, and any substitutions compromise our total brand message.
  • The Daniels logo is made up of three components; an icon, a name and a positioning statement. These three components should be used in tandem across all communications. Above all, trust the ratio; don’t pull a little to the left or push a little to the right; we don’t want a fat lion or a skinny lion, - we think he’s perfect just as he is!
  • The exclusion zone around the logotype is equal to the cap width of the ‘D’ in Daniels.
  • The aspect ratio of our logo is 8:5.
  • When printed in any size, ensure the logo is produced in perfect resolution without blur or pixelation.
  • For all web based applications, the minimum size our logo can appear is 70pixels x 30pixels. Please note, the use of our logo in any digital application must first be cleared through the marketing department.
  • DO NOT: Alter the marks in any way. Redesign, redraw, animate, modify or distort the proportions of the marks. Substitute colour or background for a pattern or design. Rotate or render the marks three-dimensionally. Use outlines or embossing on the marks. Add words, images, drop shadows or any other new elements to the marks. Replace the approved typeface with any other typeface. Enclose the marks in a shape or combine them with other design elements or effects. Modify the size or position relationship of any element within the logo.
  • The gradient colour version of our logo should be used in the majority of applications. Flat colour version is to be utilised only for colour-restrictive printing applications.
  • Use of a monochrome logos is restricted to: • Applications where, for compliance reasons, the logo must be overlaid on a coloured background. • Applications where our logo is overlaid across our brand colours or design elements. • Applications where the logo must be printed in grayscale.
  • Gradients and Duotones have been used to create design elements and graphic backgrounds that interpret our core colours into a more visually interesting form. The formulae of these gradients are not to be modified, and should be used sparingly as accents of our brand identity.
  • Web Gradients have been designed to add greater visual interest and flexibility to our brand when interpreted across digital platforms. It should be noted that these gradient mixes are to be used limited to online applications; they should never be incorporated into printed materials.
  • The Daniels graphic element should be used in all marketing and communication applications that promote the Daniels brand. In all designs, this graphic should always take a geometric form and may not be replicated, adapted or modified in any way.
  • Icon use is limited to our primary, secondary and tertiary brand colours, or white when used on a coloured background.
  • Quotation marks are reserved for quotes used in branded marketing materials. Do not underlay quotation marks behind text. Use with AG Book Pro font only. Use with Daniels colour palette only.
  • No condensed or expanded versions of fonts unless approved through marketing.
  • Product images shown in correct resolution, ratio + perspective.
  • Retain true ratio.
  • Use high resolution images.
  • Retain correct perspectives.
  • Do not apply drop shadows.
  • Do not flip images vertically or horizontally.
  • In any application using a non-white background, product images with transparent backgrounds must be used.
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