HDRUK

Official Websites

• https://www.hdruk.ac.uk
• https://healthdatagateway.org

Brand Guidelines

2019

Brand Summary

Mission

• Health Data Research UK is the national institute for health data science, uniting the UK’s health data to enable discoveries that improve people’s lives. The vision is that every health and care interaction and research endeavour will be enhanced by access to large scale data and advanced analytics [^1].

Core Values

• public trust
• people
• infrastructure
• governance
• science
• collaboration
• diversity
• innovation
• clarity
• consistency

Target Audience

• Researchers, innovators, health professionals, and organizations involved in health data science and research within the UK [^2].

Personality Traits

• collaborative
• innovative
• professional
• trustworthy
• clear
• friendly
• confident

Visual Identity Overview

• The visual identity is modern, clean, and professional, featuring a core color palette of Sea Green and Cornflower Blue, complemented by gradients and secondary colors for highlights. The logo is minimalist and authoritative, with strict guidelines for usage. Brand imagery emphasizes real-world, diverse, and positive social interactions, often enhanced with digital wireframe graphics to reinforce the data-driven theme. Typography is clear and legible, using Source Sans Pro as the primary typeface, with Calibri for in-house documents. Visual elements such as data wireframes, charts, and tables are designed for clarity and consistency across all communications [^3].

Categories

Brand Imagery

• Photography is a crucial part of our identity. It is the asset that best engages with the audience and is able to convey the spirit of HDRUK in a single shot.
• Choose photography that captures people in the moment. Photos should not be overly staged, and subjects should not be looking into the camera. They are engaging in their own activities, not with you. Photography should be of a positive nature, whether that be showing healthy active lifestyle scenarios, or more academic based shots, focusing on research and collaboration.
• Consideration should be given when selecting photography as to whether they require one of the data wireframe graphics covered on the following pages to be included. Select images with a suitable area for the wireframe to sit without detracting from the overall photography.
• The data wireframes are a mesh of dots that are joined to create 3D vector objects. They can be used for visual interest and to reinforce a message.
• The dots that make up the shapes can be interpreted as ‘data points’, that are all coming together to create something that is greater and more meaningful than its component parts. It shows the possibilities of uniting our health data and the benefits of working together.
• The wireframes can be used on their own, or can be overlaid onto photography. They require a relatively dark background to work successfully, so photography should be selected carefully, and may need retouching to darken the area behind the wireframe.
• The wireframe graphics can be used on their own, or can be overlaid onto photography to help reinforce a message.
• To work successfully and retain the luminosity of the image, the wireframes should be placed over a relatively dark background. Underlying photography should be selected based on this, and may require some sensitive retouching to darken the areas behind the wireframe.
• The subject of the data wireframe should always be relevant to the piece of communication in which it is being used. The connection can be a literal representation, for example a medical implement or heart graphic, or a more abstract visual such a set of cogs or cranes to illustrate building partnerships.

Color Palette

• Our colour palette is an integral part of our brand and helps to ensure a consistent look and feel over all of our communications.
• Sea Green is the core colour to be used throughout the identity and is complimented primarily with Cornflower Blue. Slate Grey is to be used for all body copy to give a softer and friendlier feel than black.
• Colours from the secondary palette should be used sparingly for subtle highlights and where the design would benefit from a contrasting colour. These should never appear as large blocks of colour which wou Id overpower the primary palette.
• Sea Green C71 MO V56 KO R61 G178 B14O Pantone 339 C #3db28c
• Cornflower Blue C81 M65 VO KO R71 G93 B167 Pantone 7455 C #475da7
• Midnight Blue ClOO MlOO V25 K25 R41 G35 B92 Pantone 2695 C #29235c
• Duck Egg Blue C37 MO V18 KO Rl73 G218 B217 Pantone 565 C #addad9
• Slate Grey CO MO VO K9O R6O G6O B59 Pantone Black 7C #3c3c3b
• Light Grey C18 M12 V12 KO R2O8 G211 B212 Pantone 427 C #dOd3d4
• Orange CO M54 V93 KO R249 G142 B43 Pantone 715 C #f98e2b
• The green/blue gradient is a distinguishing characteristic featuring throughout the visual identity, and can be used as a softer alternative to having solid fills of colour.
• The gradient should always run from Sea Green in the top left corner to Cornflower Blue in the bottom right corner.

Typography

• Our primary typeface is Source Sans Pro and should be the default choice for all communication materials created by professional designers.
• Source Sans Pro is available in a variety of weights and has been designed to be legible at a range of point sizes, both in print and on-screen usage. It is free to use and is available both as a Google font and through Typekit. It is an Opentype font and works across both Mac and PCs.
• Source Sans Pro Bold and Regular are the most used weights within the family. Headlines should be set in Bold with Regular used for body copy. Other weights within the family can be used where deemed appropriate.
• Headlines should be concise, and set in a point size that demonstrates confidence in its message, creating a clear hierarchy with the body copy.
• Use Sea Green for headlines on light backgrounds, with body copy set in Slate Grey. When placing type over photography or other darker backgrounds, use white text to ensure legibility.
• Avoid using too many type sizes and weights within one composition and aim to maintain consistency with styles and sizes throughout your documents.
• Headlines should always be sentence case
• UPPERCASE SHOULD ONLY BE USED FOR SMALLER AREAS OF TEXT SUCH AS SUBHEADINGS
• Select point sizes that create a clear hierarchy between headlines and body copy
• For all internally produced documents, where the primary typeface may not be available Calibri should be used.
• Calibri has been chosen due to its availability on regularly used applications such as Powerpoint and Word. This ensures consistency when sharing documents between users.

Logo Usage

• Our logo is an integral part of our brand identity. The integrity of the logo must always be preserved in order to ensure consistency across all communications.
• Through consistent application of the logo, our brand identity becomes stronger. When using the logo ensure that you only ever reproduce the logo from approved artwork. Please never alter, distort or adjust the letter forms, type style or visual relationships.
• Alternative versions of the logo are available for use in different situations.
• Where possible, the main full colour version of the logo should be used. However in circumstances where the legibility of the main logo would be compromised, for example placing the logo on photography or the gradient background, mono and white versions have been created to allow for greater flexibility. When used over photography, retouching of the imagery to darken, or lighten backgrounds may be required to ensure maximum clarity.
• To maintain the integrity of the logo and to promote consistency of the brand a few guidelines should be adhered to.
• A clearance zone equal to the ‘H’ from the logo should be adhered to, with no text or distracting visual elements entering this area.
• To ensure maximum legibility and a strong brand presence the logo should never appear less than 15mm wide in printed communications, or 100px wide on screen.
• In situations where size is restricted, a simplified version of the logo that omits the strapline can be used. This is generally limited to digital usage, for example social media platform profile pictures.
• The logo should never appear in any way other than that presented in this document. It should never be distorted, have any effects applied to it, have any elements of the logo recreated or rotated.

Visual Style

• Our logo is an integral part of our brand identity. The integrity of the logo must always be preserved in order to ensure consistency across all communications.
• When using the logo ensure that you only ever reproduce the logo from approved artwork. Please never alter, distort or adjust the letter forms, type style or visual relationships.
• Alternative versions of the logo are available for use in different situations.
• Where possible, the main full colour version of the logo should be used. However in circumstances where the legibility of the main logo would be compromised, for example placing the logo on photography or the gradient background, mono and white versions have been created to allow for greater flexibility. When used over photography, retouching of the imagery to darken, or lighten backgrounds may be required to ensure maximum clarity.

Data Wireframe

• The data wireframes are a mesh of dots that are joined to create 3D vector objects. They can be used for visual interest and to reinforce a message.
• The dots that make up the shapes can be interpreted as ‘data points’, that are all coming together to create something that is greater and more meaningful than its component parts. It shows the possibilities of uniting our health data and the benefits of working together.
• The wireframes can be used on their own, or can be overlaid onto photography. They require a relatively dark background to work successfully, so photography should be selected carefully, and may need retouching to darken the area behind the wireframe.
• The wireframe graphics can be used on their own, or can be overlaid onto photography to help reinforce a message.
• To work successfully and retain the luminosity of the image, the wireframes should be placed over a relatively dark background. Underlying photography should be selected based on this, and may require some sensitive retouching to darken the areas behind the wireframe.
• The subject of the data wireframe should always be relevant to the piece of communication in which it is being used. The connection can be a literal representation, for example a medical implement or heart graphic, or a more abstract visual such a set of cogs or cranes to illustrate building partnerships.

Charts And Tables

• Presenting data in a clear and concise way is vital for the effective communication of the goals and structure within our organisation.
• We have developed a visual style for our charts and graphs that should be followed to maintain a consistent look and feel. Use of the colours from our palette keep the diagrams vibrant and on-brand, whilst well constructed, concise text allows for more effective communication with the reader.

Presentations

• Title slide style
• Alternative Title slide
• Example slide layout

Stationery

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Additional Properties