Graphical Elements
The shapes, pattern, and the blip line form the core of our visual language, working together to express the BeaconMedaes brand at a glance. Our shapes convey meaning and personality, reinforcing who we are and what we stand for, while the pattern adds depth, movement, and a contemporary feel to our identity. The blip line, inspired by a subtle heartbeat, acts as a distinctive brand carrier, strengthening recognition and anchoring our visual expression in the medical environment, while ensuring a consistent and cohesive look across all touchpoints.
Shapes
The transition from a square to a circle illustrates a movement from stability and structure to care and empathy. A square, with its sharp edges and defined corners, symbolizes reliability, safety, and strength, providing a sense of stability and predictability. As the shape begins to bend, its corners gradually round off, introduces a spectrum of unique shapes that evoke a sense of softness, approachability, and movement. The circular shape is used for the shield in the logotype to complete the transition.
Our brand shapes are versatile and available in multiple variations. They can be used as image containers, text placeholders, or as decorative patterns to add visual interest and support our brand expression. Note: Do not alter the aspect ratio of the shape.
The curve
When used as an image container, ensure the curve is positioned so that the two outer edges are covered as illustrated in the examples below. Keep this logic to maintain visual consistency.
The capsule
When using the capsule as an image container, it must be positioned so that the outer edges are covered, as demonstrated in the example below.
The droplet
When the droplet shape is used as an image container, it should be positioned so that it’s anchored in the corner.
The helix
The helix serves as a distinctive design element that enhances the overall visual expression. When used as an image container, it must be positioned so that the top right corner remains visible, ensuring visual consistency and alignment.
The square
The square shape is used only as a fall-back option, when we would like to keep the simplicity of the layout. It should be used very sparingly or when it is not possible to use any of the shapes mentioned above.
Scaling and combining the shapes
Our shapes are based on a square aspect ratio, which can grow in height or width when it needs to accommodate various media formats and design needs. The recipe for doing so, is to use a square shape as a base and add the rounded shape next to it as shown in the example below. The only two shapes that can be used in this way are the curve and the capsule. Scaling and combining shapes can be used in vertical and horizontal layouts.
Note: Do not use the shape in a way that creates gaps between the square and the additional shape.
The Pattern
The pattern can be used sparingly to add subtle visual interest or differentiate sections without distracting from the main content, and it can be used for both print and digital purposes. Patterns help convey the brand’s personality in a modern and playful visual language. When used consistently, patterns not only enhance aesthetic appeal but also serve as a memorable element that strengthens brand recognition. The BeaconMedaes pattern is composed of our four core shapes: curve, capsule, helix and droplet.
The pattern can be created from tints and shades from any of the primary colors:
- For a bold and energetic look, use 100% opacity.
- For a softer or more understated expression, reduce opacity to 10% as shown in the example below.
The pattern can be combined with other brand elements, such as the blip line or core shapes. When doing so, ensure that one element maintains visual dominance to avoid competition or visual clutter. When used in combination with other elements, reduced opacity is preferred or remove a part of the pattern that is overlapping with other elements.
Pattern size
The pattern size refers to the scale and dimensions of the individual asset, it needs to be scaled to fit the width of the media. The pattern has to fit the container so it’s not cut on all the four edges. If that is not possible to achieve, align the pattern so it matches the edges or other major graphical elements, as in the examples below.
Pattern density
You can adjust the pattern density to suit different applications. A higher density creates a more dynamic and energetic feel, while a lower density offers a subtle and refined look.
Pattern limitations
Use the pattern to support the content, not compete with it. It should frame or complement the message while maintaining legibility and contrast when used behind text or imagery.
The blip line
The blip line reflects the brand promise “Life is in the details.” It should be used sparingly to emphasize key messages and to reinforce the brand’s attention to precision and care. Overuse reduces its visual impact and distinctiveness.
The element
The blip line it’s a continuation of the BeaconMedaes logotype, since it is an extracted version of the blip in combination with the text “Life is in the details.” However it should be seen as an addition to the logotype and a secondary branded element.
The position and color
The blip line should always be positioned along the edge of the layout, in both print and digital applications, and may appear either at the top or bottom as shown in the examples below.
Always use the brand promise together with the blip line in this particular order. If placed on the same page as the logotype, the logotype must remain the dominant brand element.
- Use the primary blue blip line for light backgrounds.
- Use the white blip line for dark backgrounds.
The size
The size of the blip line should be measured in relationship with the logotype. When they are both applied, the size of the ‘blip’ should match the size of the shield of the logotype, as shown in the example below.
Limitations
- Do not stretch, rotate, or alter the proportions of the blip line.
- Avoid using the blip line as a decorative divider or background element, as a full width blip line, or as a separator. When the line is stretched and flat, it’s not represented for what it stands for.
- Never change its color or apply effects such as gradients, shadows, or transparency.