Brand Identity.
Visual standards, design tokens, and core principles that define the digital, print, and physical manifestations of Heartwise Cardiology.
Beat Better. Live Wiser.
The Sacred Pillar Mark
Two vertical pillars — one grounding, one elevating — converge to form a balanced cardiac symbol that communicates stability, precision, and compassionate care.
Primary SymbolTypography Lockup
The wordmark is set in Forma DJR ExtraBold, tightly tracked. It conveys clinical authority and approachable clarity.
Heartwise
Cardiology
Clear Space Rule
Maintain clear space equal to 50% of the mark's total width. Never crowd the symbol with typography, boundaries, or other graphic elements.
Minimum Rendering Size
Digital: never smaller than 32px × 32px. Print: minimum diameter of 12mm.
Architectural Patterns
The Heartwise mark generates two repeating surface patterns for backgrounds, credential cards, lanyards, and environmental graphics. Each is available in four color treatments.
Sacred Pillar Grid
The two clinical pillars repeated as an architectural motif — rotated 45° — for section backgrounds, premium print collateral, and credential backing.
Brand Dark
Brand tones on dark surface
Brand Light
Brand tones on light surface
Mono Dark
Monochromatic cream on dark
Mono Light
Monochromatic green on light
Logo Grid
The full Heartwise mark tiled edge-to-edge with alternating inverted rows. Intended for premium background texture on collateral, environmental graphics, and branded surfaces.
Brand Dark
Brand tones on dark surface
Brand Light
Brand tones on light surface
Mono Dark
Monochromatic cream on dark
Mono Light
Monochromatic green on light
The Color Palette
Six core colors engineered for clinical clarity and emotional warmth. Each token serves a specific functional role across UI, print, and environmental applications.
Brand Pulse
#0E411EA deep, commanding forest green that represents clinical authority, health, and calm professionalism.
Brand Heart
#D94D1AA powerful, energetic cardiac crimson symbolizing life, warmth, and surgical precision.
Brand Blood
#F26B1DAn active, energetic blood orange representing blood circulation, vitality, and modern medical technology.
Brand Shadow
#F5894AA soft, radiant orange tone used as a secondary highlight border or backing element.
Brand Light
#FBF7E5A warm healing cream background that replaces stark clinic white to establish a welcoming, premium editorial look.
Card Canvas
#FFFFFFPure white container backgrounds that stack on top of Brand Light, creating clear hierarchical separation.
Digital Typography
A single geometric sans-serif optimised for medical readability — from wayfinding to patient portals. Forma DJR delivers clarity across every viewport and touchpoint.
Primary Font Face
Forma DJR
Geometric Sans-Serif / Variable weights (100 – 900)
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 & @ ? !
Type Scale & Hierarchy
Design Foundations
Four principles governing every pixel, interaction, and communication across the Heartwise ecosystem.
Warm Clinical Minimalism
Clean 1px borders replace harsh shadows. A warm cream base softens clinical sterility. Elements float with deliberate breathing room, conveying a light, healing mood.
Compassionate Clarity
Information architecture prioritises legibility. Consistent typographic scale, generous negative space, and clean structure ensure clinical data is absorbed at a glance.
Interactive Reassurance
Micro-interactions are calibrated to soothe. Hover states transition gently, buttons respond with haptic ease, and progress indicators pulse without urgency.
Accessibility Conscious
Every contrast ratio is verified against WCAG 2.1 AA. Type weights and sizes remain comfortable for senior cardiac patients navigating critical health information.
Identity Resources
Production-ready vector assets, full brand documentation, and typography templates for web and print.
Primary Logo Pack
Vector SVG & PNG / Light & Dark variants
Visual Brand Manual
Complete Brand Guidelines Document
Typography Templates
Web & Print Forma DJR setups
Cardiac Icon Collection
Vector SVG icon set for cardiology