Virtumed
Brand guidelines for a medical device company.
The brand was being rebuilt slightly differently by every supplier who touched it, so the logo on a delivery note no longer matched the logo on a stand.
The brief
Virtumed distributes interventional cardiology devices. Stents, balloons and guidewires. The audience is small and expert: cardiologists, cath lab managers and procurement teams. The brand needs to look credible to that room, and still work on a delivery note.
The system
A deep ink ground anchors everything, with an emerald range for structure and a single mint accent used only as a highlight. Ruby is reserved for the logo and is never used as a background. That rule is what keeps the palette from drifting into generic medical blue-green over time.
The document also sets out the grid, the icon style, the photography direction and a checklist to run through before anything goes to print.
Light and dark
Most guidelines stop at print. This one specifies a full light and dark interface pair, because the same identity has to work inside the software the company ships. Setting it once in the master document is what keeps the product from drifting away from the brand a year later.
The palette
8 coloursThe document
9 pages, scroll across
The logo
1 versions
Build notes
Specification- Deliverable
- 19 page A4 landscape reference, print and screen
- Typefaces
- Montserrat for display, Ubuntu for body, Consolas for specification tables
- Colour
- Eight colours with fixed roles, specified for light and dark
- Covers
- Logo, colour, type, grid, iconography, photography, applications, checklist
Now the master brand document for the company, covering print, signage and the software Virtumed ships to hospitals.
- Identity & system
- Ronald De Klerk
- Client
- Virtumed (Pty) Ltd