Brand Book | Spectrum&

What's produced

A complete PDF brand guidelines document.

The Spectrum& Brand Book is a professionally designed PDF brand guidelines document covering everything needed to apply your brand consistently across print, digital, and motion. It is produced by Ray (creative direction), Ink (tone of voice), and Viz (visual execution) — the same team that designs your other deliverables.

Simple tier covers the core identity essentials: logo usage, colour palette, typography. Medium tier builds a full visual identity system with usage examples across print and digital formats. Complex tier adds a complete tone of voice guide, motion principles, and a usage reference library.

The output is a print-ready PDF and an editable source (if requested). No ABPI compliance review is required — brand books are classified as internal documents.

The team

The team behind it.

Core team shown. Complexity tier determines which additional specialists are activated.

Complexity tiers

Simple, Medium, or Complex — you choose the depth.

	Simple	Medium	Complex
Scope	Logo + colour + typography	Full visual identity system	Full brand system + TOV guide + motion principles
Team	Sys, Ray, Ink, Viz, Pace	Same team, greater depth	Same team, greatest depth
Price range	~£320	~£620	~£1,300
Best for	New brand, internal reference document	Agency partner handover, campaign launch	Full brand system for multi-agency environment

Example output

What it looks like.

Brand Book — identity section (Simple)

Cardivance — Brand Identity Guidelines

Primary colour palette

#0A2E5C
Navy

#00A8CC
Teal

#F8FAFC
White

#64748B
Slate

Primary typeface

GT Walsheim Pro — used for all headlines and brand copy. Secondary: Inter for all body text and digital applications.

Logo clear space

Maintain a minimum clear space equal to the height of the 'C' in the Cardivance wordmark on all sides. Do not place the logo on a coloured background without approved colour combinations.

Brand Book — tone of voice section (Medium)

Cardivance — Tone of Voice

Our voice

Cardivance communicates with authority without arrogance. We are scientific but never cold, precise but never dry. We speak to cardiologists as peers, and to patients as people who deserve to be treated with intelligence and respect.

We are:

Confident · Evidence-led · Direct · Empathetic · Clear

We are not:

Jargon-heavy · Alarmist · Promotional without evidence · Condescending

In practice

Say: "Lumivast reduces LDL-C by 52% at 10mg."
Not: "Lumivast delivers outstanding cholesterol-lowering power that your patients will love."

Brand Book — motion principles (Complex)

Cardivance — Motion & Digital Principles

Animation philosophy

Cardivance moves with precision and purpose. Animations are never decorative — they communicate something specific: a data reveal, a transition of state, a mechanism made visible. Default easing: ease-out for entrances (perceived as confident), ease-in-out for transitions.

Core timing values

Micro-interactions150ms · ease-out

Section transitions400ms · ease-in-out

Page entrances600ms · cubic-bezier(0.4,0,0.2,1)

MOA animationsScene-specific · see MOA spec

Full rendered examples will be available at launch.

Brand Book.
The visual and tonal system your brand runs on.

A complete PDF brand guidelines document.

The team behind it.

Simple, Medium, or Complex — you choose the depth.

What it looks like.

Start your Brand Book.

Brand Book.The visual and tonal system your brand runs on.

A complete PDF brand guidelines document.

The team behind it.

Simple, Medium, or Complex — you choose the depth.

What it looks like.

Start your Brand Book.

Brand Book.
The visual and tonal system your brand runs on.