Mercurius Health

Official Websites

• https://mercuriushealth.com
• https://mercuriushealth.com/es
• http://www.mercuriushealth.com

Brand Guidelines

2021

Brand Summary

Mission

• We are here to help hospitals and cancer centres to realize their full potential in enhancing peoples lives, maximizing the use of technology to provide better cancer care to patients [^1].

Core Values

• Can do
• Trustworthy
• Knowledge driven
• Collaborative [^2]

Target Audience

• Hospitals and cancer centres seeking to improve cancer services and patient outcomes through advanced technology and collaborative solutions [^3].

Personality Traits

• Engaging
• Didactic
• Compelling
• Approachable
• Easy going
• Human touch [^4]

Visual Identity Overview

• The brand uses a simple, modern visual style with a focus on clarity, minimalism, and collaboration. The logo features two main colors (Pantone 309C and Pantone 337C) symbolizing technology and health, with a wave motif representing diagnostic and treatment waves. Typography is based on Work Sans and Trebuchet MS, and imagery emphasizes nature, freedom, and people [^5].

Categories

Brand Voice

• Engaging, didactic, compelling, approachable, easy goingand human touch

Brand Imagery

• The style of photographs used in Mercurius Health corporate materials express freedom, nature and people.
• The Mercurius Health presentation and sales materials photography style, in addition to the previous style of landscape, nature, freedom and people photography, adds a more closed portrait photography style of people and healthcare personnel.
• The use of the brand in digital media allows the use of the symbol in social media profiles, as well as images in natural spaces with people or the application of the claim and logo on the image.
• The design of social media profiles is composed of the symbol M and the flat background in the corporate colours.
• The images of digital publications can show the logo on the image and the claim or headlines of the campaign being carried out.

Color Palette

• The coloured positive main logo is made of two colours: Pantone 309C and Pantone 337C.
• The grey-scaled main logo is composed of the following percentages of black: 100% black and 40% black.
• The use of the coloured positive logo will always be in Pantone, CMYK and RGB colour ranges.
• The use of the grey-scaled positive logo will always be used when there is no possibility of using the coloured logo.
• The coloured negative main logo is composed of three colours: White, Pantone 309C (background) and Pantone 337C.
• The grey-scaled positive logo is composed of white colour and the following percentages of black: 100% black (background) and 40% black.
• The use of the coloured negative logo will always be in Pantone, CMYK and RGB colour ranges.
• The grey-scaled negative logo will always be used when there is no possibility of using the coloured logo.
• We have worked with a range of colours around several parameters.
• We use a range of greys to reflect the knowledge and technological progress of our company. In addition, this range will provide the image of the serious and solid company we are to our graphic expression.
• Besides, we propose another range of blue and green colours, which are the ones mostly associated to the “health” sector universally. This range will provide us with the most direct connection to our mission, and it will add a vision of naturalness, as these colours are extracted directly from nature.
• In some cases, we propose a third range of brighter and more energetic colours, such as coral and several types of oranges. With these colours we want to bring a more human side, more alive, reflecting closeness to people.
• These two are the brand’s basic colours. They are mainly used for the logo, but can also be used in other applications of the brand.
• The following colours are complementary to the main ones. They cannot be used for the logo. Their use is reserved for other uses in corporate materials.
• PANTONE 309C CMYK 100, 58, 48, 49 RGB 00, 59, 74 #003B4A PANTONE 337C CMYK 48, 00, 34, 00 RGB 144, 205, 186 #90CDBA
• PANTONE 5487C PANTONE 7536C PANTONE 467C CMYK 64, 47, 45, 22 CMYK 35, 29, 44, 11 CMYK 17, 25, 49, 03 RGB 94, 120, 117 RGB 167, 159, 137 RGB 212, 186, 139 #5E7875 #A79F89 #D4BA8B BLACK BLACK 75 % CMYK 00, 00, 00, 100 CMYK 00, 00, 00, 75 RGB 29, 25, 27 RGB 100, 99, 99 #1D1D1B #646363 PANTONE 5473C PANTONE 5483C PANTONE 7709C CMYK 88, 41, 45, 32 CMYK 71, 30, 37, 01 CMYK 63, 12, 27, 00 RGB 05, 93, 103 RGB 75, 133, 142 RGB 97, 176, 187 #055D67 #4B858E #61B0BB BLACK 40% WHITE CMYK 00, 00, 00, 40 CMYK 00, 00, 00, 00 RGB 178, 178, 178 RGB 255, 255, 255 #B2B2B2 #FFFFFF PANTON[ 178C PANTON[ 486C PANTON[ 489C CMYK 00, 77, 54, 00 CMYK 03, 54, 48, 01 CMYK 06, 30, 28, 00 RGB 235, 90, 94 RGB 238, 143, 122 RGB 239, 194, 179 #EB5A5E #EE8F7A #EFC2B3

Typography

• The typography of the descriptor is the brands corporate typography: Work Sans.
• The main corporate typeface is the Work Sans family. It is a Sans Serif typography, very simple, modern, easy to read and with a friendly expression. It is a Google Fonts typography and this allows its use to be applicable to most digital media and materials, as well as printed media.
• The Office typography is the Trebuchet MS family. Like the main typography, it is a modern, simple and easy-to-read one. This typeface will be used for Office materials, such as power point presentations and, in some cases, for email marketing.
• work sans black italic work sans extra bold italic work sans bold italic work sans semibold italic work sans medium italic work sans regular italic work sans light italic work sans extra light italic work sans thin italic
• trebuchet MS bold trebuchet MS bold italic trebuchet MS regular trebuchet MS italic
• Work Sans is a typeface family based loosely on early Grotesques, such as those by Stephenson Blake, Miller & Richard and Bauerschen Giesserei. The Regular weight and others in the middle of the family are optimised for on-screen text usage at medium-sizes (14px-48px) and can also be used in print design.
• Trebuchet MS is a sans-serif typeface designed by Vincent Connare for Microsoft Corporation in 1996. It was named after the medieval siege machine. It is worth noting that this font is the default one for the title bars of Windows XP windows.

Logo Usage

• The coloured positive main logo is made of two colours: Pantone 309C and Pantone 337C.
• The grey-scaled main logo is composed of the following percentages of black: 100% black and 40% black.
• The use of the coloured positive logo will always be in Pantone, CMYK and RGB colour ranges.
• The use of the grey-scaled positive logo will always be used when there is no possibility of using the coloured logo.
• The coloured negative main logo is composed of three colours: White, Pantone 309C (background) and Pantone 337C.
• The grey-scaled positive logo is composed of white colour and the following percentages of black: 100% black (background) and 40% black.
• The use of the coloured negative logo will always be in Pantone, CMYK and RGB colour ranges.
• The grey-scaled negative logo will always be used when there is no possibility of using the coloured logo.
• The logo has a minimum reduction, from which its graphic expression is not recommended.
• The logo´s minimum expression of use recommended in this case is 2.5 cm wide in printed media and 71 px in digital media.
• The logo´s minimum expression of use recommended in this case is 3 cm wide in printed media and 85 px in digital media.
• The logo´s minimum expression of use recommended in this case is 2 cm wide in printed media and 57 px in digital media.
• In the very special case in which a smaller version is needed, the word “health” must be increased in size, and justified at the letter “u”.
• The safety area protects the logo from being touched or surrounded by anything else or any surrounding expression.
• This area is calculated by measuring the width of the letter “s”. With this measurement an imaginary rectangle is created around the logo in a proportional way that can never be exceeded.
• These two are the brand’s basic colours. They are mainly used for the logo, but can also be used in other applications of the brand.
• The following colours are complementary to the main ones. They cannot be used for the logo. Their use is reserved for other uses in corporate materials.

Tone And Messaging

• Engaging, didactic, compelling, approachable, easy goingand human touch

Brand Values

• Can do, Trustworthy, Knowledge driven, Collaborative

Visual Style

• It is a simple brand divided into two colours shaping a wave, which symbolizes the waves used in diagnostic and treatment of cancer.
• The two different colours represent two of Mercurius Health´s essential features: technology and health.
• The coloured positive main logo is made of two colours: Pantone 309C and Pantone 337C.
• The grey-scaled main logo is composed of the following percentages of black: 100% black and 40% black.
• The use of the coloured positive logo will always be in Pantone, CMYK and RGB colour ranges.
• The use of the grey-scaled positive logo will always be used when there is no possibility of using the coloured logo.
• The coloured negative main logo is composed of three colours: White, Pantone 309C (background) and Pantone 337C.
• The grey-scaled positive logo is composed of white colour and the following percentages of black: 100% black (background) and 40% black.
• The use of the coloured negative logo will always be in Pantone, CMYK and RGB colour ranges.
• The grey-scaled negative logo will always be used when there is no possibility of using the coloured logo.
• The logo has a minimum reduction, from which its graphic expression is not recommended.
• The logo´s minimum expression of use recommended in this case is 2.5 cm wide in printed media and 71 px in digital media.
• The logo´s minimum expression of use recommended in this case is 3 cm wide in printed media and 85 px in digital media.
• The logo´s minimum expression of use recommended in this case is 2 cm wide in printed media and 57 px in digital media.
• In the very special case in which a smaller version is needed, the word “health” must be increased in size, and justified at the letter “u”.
• The safety area protects the logo from being touched or surrounded by anything else or any surrounding expression.
• This area is calculated by measuring the width of the letter “s”. With this measurement an imaginary rectangle is created around the logo in a proportional way that can never be exceeded.
• We use a range of greys to reflect the knowledge and technological progress of our company. In addition, this range will provide the image of the serious and solid company we are to our graphic expression.
• Besides, we propose another range of blue and green colours, which are the ones mostly associated to the “health” sector universally. This range will provide us with the most direct connection to our mission, and it will add a vision of naturalness, as these colours are extracted directly from nature.
• In some cases, we propose a third range of brighter and more energetic colours, such as coral and several types of oranges. With these colours we want to bring a more human side, more alive, reflecting closeness to people.
• These two are the brand’s basic colours. They are mainly used for the logo, but can also be used in other applications of the brand.
• The following colours are complementary to the main ones. They cannot be used for the logo. Their use is reserved for other uses in corporate materials.

Layout And Composition

• The logo with descriptor has two main versions for its use: a vertical and a horizontal one. Both are equally important. The typography of the descriptor is the brands corporate typography: Work Sans.
• In the vertical version, the descriptor is placed in a line under the brand, justified on both sides. In the horizontal version, the descriptor is located on the right side of the mark, in three lines.
• The logo has a minimum reduction, from which its graphic expression is not recommended.
• Vertical descriptor logo: 2,5 cm 71 px The logo´s minimum expression of use recommended in this case is 2.5 cm wide in printed media and 71 px in digital media.
• Horizontal descriptor logo: 3 cm 85 px The logo´s minimum expression of use recommended in this case is 3 cm wide in printed media and 85 px in digital media.
• Logo: 2 cm 57 px The logo´s minimum expression of use recommended in this case is 2 cm wide in printed media and 57 px in digital media.
• In the very special case in which a smaller version is needed, the word “health” must be increased in size, and justified at the letter “u”.
• The safety area protects the logo from being touched or surrounded by anything else or any surrounding expression. This area is calculated by measuring the width of the letter “s”. With this measurement an imaginary rectangle is created around the logo in a proportional way that can never be exceeded.
• The corporate materials show a minimalist design, with a simple and clean composition.
• There are templates of some of these materials. Below are examples of materials for corporate use such as folder covers, letterheads, envelopes and cards.
• The style of the presentations is modern, with a design based on the editorial design, with the use of photography and main and secondary colours, as essential characteristics.

Photography Style

• The style of photographs used in Mercurius Health corporate materials express freedom, nature and people.
• The style of the presentations is modern, with a design based on the editorial design, with the use of photography and main and secondary colours, as essential characteristics.
• The Mercurius Health presentation and sales materials photography style, in addition to the previous style of landscape, nature, freedom and people photography, adds a more closed portrait photography style of people and healthcare personnel.

Brand Descriptor

• Advanced Oncology Solutions
• The logo with descriptor has two main versions for its use: a vertical and a horizontal one. Both are equally important. The typography of the descriptor is the brands corporate typography: Work Sans.
• In the vertical version, the descriptor is placed in a line under the brand, justified on both sides. In the horizontal version, the descriptor is located on the right side of the mark, in three lines.
• Vertical version of the logo with descriptor
• advanced oncology solutions
• Horizontal version of the logo with descriptor

Brand Claim

• BRAND CLAIM Here´s How
• We need an expression that shows our attitude: Dynamic, Positive, Empowered, Confident, Straight Forward.
• Here’s How
• Here’s How is the service attitude of Mercurius Health.
• The brand claim is inspired by the Beauty typeface, which has subsequently been modified to make it thinner and subtler.
• It is located below the mark, justified in width to the letters “u” and “s” of the name.

Brand Symbol

• The M.
• The brand symbol is directly extracted from the logo, being the same initial letter M of the brand. It is the letter M without the complementary part, with a cut-out look, which makes it unique and special, thus taking on the role of brand symbol.
• The letter M of Mercurius Health symbolise a bridge connecting two parts. In this sense, the Mercurius Health symbol represents collaboration, support and linkage.
• The cut on the letter M of the symbol shows an ascending line, in a positive way and represents the continuous advance of technology in the health universe.

Brand Reductions

• The logo has a minimum reduction, from which its graphic expression is not recommended.
• Three main cases are shown below: the two versions of the logo with a descriptor and the version of the logo without a descriptor.
• Vertical descriptor logo:
• 2,5 cm 71 px
• The logo´s minimum expression of use recommended in this case is 2.5 cm wide in printed media and 71 px in digital media.
• Horizontal descriptor logo:
• 3 cm
• 85 px
• The logo´s minimum expression of use recommended in this case is 3 cm wide in printed media and 85 px in digital media.
• Logo:
• 2 cm
• 57 px
• The logo´s minimum expression of use recommended in this case is 2 cm wide in printed media and 57 px in digital media.
• In the very special case in which a smaller version is needed, the word “health” must be increased in size, and justified at the letter “u”.

Brand Security Area

• The safety area protects the logo from being touched or surrounded by anything else or any surrounding expression.
• This area is calculated by measuring the width of the letter “s”. With this measurement an imaginary rectangle is created around the logo in a proportional way that can never be exceeded.

Corporate Stationary

• The corporate materials show a minimalist design, with a simple and clean composition.
• There are templates of some of these materials. Below are examples of materials for corporate use such as folder covers, letterheads, envelopes and cards.
• The style of photographs used in Mercurius Health corporate materials express freedom, nature and people.

Corporate Presentations And Sales Material

• There are pre-defined templates for brand presentations, as shown below.
• The style of the presentations is modern, with a design based on the editorial design, with the use of photography and main and secondary colours, as essential characteristics.
• The Mercurius Health presentation and sales materials photography style, in addition to the previous style of landscape, nature, freedom and people photography, adds a more closed portrait photography style of people and healthcare personnel.

Email Signature

• There is a corporate signature template for emails. An example of this template is shown above, with the display and order of contents.

Additional Properties