BRAND & STYLE GUIDE

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Worksite Labs Brand and Culture

BRAND IN ACTION:

Adherence to brand language standards is an important internal tool ensuring all external promotional communications have a common voice. The use of this “True North” guide will guarantee the accurate depiction of the Worksite Labs brand in all written forms.
BRAND PROMISE:
Worksite Labs’ thoughtful design and customer-focused imagery and language creates a seamless and rewarding user experience.
BRAND ESSENCE:
Accessible healthcare for all
BRAND PERSONALITY:
Innovative, Expertise, Visionary, Inclusive
WSL Logos and Variations
LOGO
The Worksite Labs logo consists of the custom Worksite Labs typeface and beaker brandmark. The CMYK version should be used before other versions unless it would create an issue with legibility. The vertical option can be used in places where a horizontal logo would create problems with layout. A black or knockout version can be used over light or dark backgrounds.
BRANDMARK
The beaker brandmark should be used in layouts where space is limited or as an icon for the Worksite Labs brand. As with the logo, the CMYK version should be used unless it would cause problems with legibility.
WSL Logo CMYK
WSL Logo K
WSL Logo Vertical
WSL Brandmark Examples
LOGO SIZE & SAFE AREAS

Horizontal logos should never be smaller than 2 inches wide to prevent legibility issues. The vertical logo should never be smaller than 1 inch wide. If using the beaker brandmark, the beaker height should not be less than 1 inch.

Safe areas around the logo should be used to keep the logo free from clutter. The safe area for horizontal logos and brandmarks is half the logo/brandmark’s height. For the vertical logo, the safe area is a quarter of the logo’s height.

WSL Logo Safe Area 1
WSL Logo Safe Area 2
WSL Logo Safe Area 3
COMMUNITY & EXPRESS BRAND LOGOS
The Community and Express sub-brands both have their own logos which should be used on Community and Express branded content. The same sizing and safe area rules from the main logo apply to the sub-brand logos.
Worksite Labs Express Logo CMYK
Worksite Labs Express Logo K
WSL Express Logo KO
INCORRECT LOGO USAGE
The Worksite Labs logo should always follow the rules outlined in this guide to ensure brand standards are met. The following list contains examples of incorrect logo usage.
WSL Do Not Rotate
WSL Do Not Use Unapproved Colors
WSL Do Not Distort
WSL Do Not Remove Brandmark
WSL Do Not Re-set Type
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WSL Fonts

Worksite Labs uses Open Sans for headlines, section headers and body copy.

The font is open source from Google fonts.

You can download it here: https://fonts.google.com

Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
()& ? ! . , : ; ‘ “ / ~

Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
()& ? ! . , : ; ‘ “ / ~

Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
()& ? ! . , : ; ‘ “ / ~

Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
()& ? ! . , : ; ‘ “ / ~

Extra Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
()& ? ! . , : ; ‘ “ / ~

Extra Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
()& ? ! . , : ; ‘ “ / ~

Color Palettes
WSL and Express Brand Colors
WSL Blue
WSL Orange
WSL Grey
WSL Black
WSL Community Brand Colors
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WSL Brand Elements

These elements can be used to add texture, create depth, divide sections and more in various layouts and design pieces.

WORKSITE WAVES
Beaker Pattern
BEAKER PATTERN