Midnight Navy
Our base. Backgrounds, lettering and body text.
- HEX
- RGB
- HSB
- CMYK
- Pantone
Our logo
Using our logo
We are very proud of our logo. Follow these guidelines to ensure it always looks its best. Our logo is the combination of a glowing lamppost with a caregiver arriving, umbrella in hand, and tall storybook lettering, for a look that is warm, storybook and trustworthy.
Our logo can be used in the following three (3) styles:
1. Main logo
Our main horizontal logo is the full version of our logo. Use it first, anywhere people may be meeting Porchlight Pediatrics for the first time.
Full color
For white and light backgrounds.
Full color, dark
For navy and dark backgrounds.
Black
One color, when color can't be printed.
White
One color, on dark or colored backgrounds.
2. Logo with tagline
Use this version where there is room for our promise, Care That Comes Home, such as the website, printed pieces and signs. It is not for small sizes.
Full color
For white and light backgrounds.
Full color, dark
For navy and dark backgrounds.
Black
One color, when color can't be printed.
White
One color, on dark or colored backgrounds.
3. Icon
Use the icon in small spaces where the Porchlight Pediatrics name would be too small to read, such as a social profile picture or a website tab.
Full color
For any background. The JPG is square on Porch Cream, ready for a profile picture.
Full color, on navy
The same icon on Midnight Navy. The JPG is square, ready for a profile picture.
Black
One color, on white and light backgrounds. The JPG is square on white.
White
One color, on dark or colored backgrounds. The JPG is square on Midnight Navy.
Backgrounds
Using the logo on color
The full-color logo is for white and light backgrounds. On dark or colored backgrounds, use the dark-background or white version. These are the preferred background colors.
Wireframe
The parts of our logo
Every piece has a job. Together they tell one story: the porch light is on, and care is on its way.
- 1Porch lightThe glowing lantern. Also our icon.
- 2CaregiverCare arriving at the door.
- 3NamePorchlight, in tall storybook lettering.
- 4PediatricsWhat we do, in Lantern Orange.
- 5TaglineCare That Comes Home.
Exclusion zone
Give the logo room
Keep clear space on every side of the logo equal to half the width of the glowing circle around the lantern. For the icon, keep clear space equal to one quarter of the icon's width. Nothing else enters this space: no text, photos or page edges.
Minimum size
How small it can go
Below these sizes the details fill in and the name gets hard to read. If the space is smaller than the main logo's minimum, switch to the icon.
Logo misuse
What not to do
The logo should always look the same. Don't change it, add to it or rearrange it.
Our tagline
Care That Comes Home
- Write it exactly this wayFour words, each with a capital letter. Don't reword it, shorten it or add to it.
- Use the logo version when you canThe logo with tagline has it centered and sized correctly. Don't type it under the logo yourself.
- Let it stand aloneIn a headline or a sign-off, give it its own line. It is our promise, not a sentence filler.
Our colors
Using our colors
This primary palette should be used on all branded materials. These colors are the foundation of our brand: a porch light glowing against a midnight sky.
Golden Glow
The light. Lettering on navy and warm backgrounds.
- HEX
- RGB
- HSB
- CMYK
- Pantone
Porch Cream
Soft backgrounds and text on navy.
- HEX
- RGB
- HSB
- CMYK
Lantern Orange
The pop. Pediatrics, buttons and small accents.
- HEX
- RGB
- HSB
- CMYK
- Pantone
Ember Rust
A deep accent. Use the least.
- HEX
- RGB
- HSB
- CMYK
- Pantone
How much of each color
A rough balance to aim for. Navy and the light tones carry the page. Orange and rust are accents, so a little goes a long way.
Readable color pairs
Use these pairs for text. Each one has been checked so the words are easy to read.
Good for any text
AaMidnight Navy on White
AaMidnight Navy on Porch Cream
AaMidnight Navy on Golden Glow
AaPorch Cream on Midnight Navy
AaGolden Glow on Midnight Navy
AaWhite on Midnight Navy
AaWhite on Ember Rust
AaPorch Cream on Ember Rust
AaEmber Rust on Porch Cream
AaEmber Rust on White
AaMidnight Navy on Lantern Orange
AaLantern Orange on Midnight Navy
Headlines and large text only
AaWhite on Lantern Orange
AaLantern Orange on White
Avoid for text: Lantern Orange on Porch Cream, Golden Glow on White. They are too close in brightness to read comfortably.
Our fonts
Fonts
Two fonts make up the Porchlight Pediatrics look: one with character for our name, and one clean and friendly for everything else.
Birch
The tall storybook lettering in our name. Use it for big headlines only, always in capitals, and never for paragraphs.
Available from Adobe Fonts.
Outfit
Our everyday font, used for Pediatrics and the tagline in our logo. Use it for sub-headlines, paragraphs, buttons and captions.
Free from Google Fonts. This guide is set in Outfit.
CapitalsABCDEFGHIJKLMNOPQRSTUVWXYZ
Lowercaseabcdefghijklmnopqrstuvwxyz
Numbers and symbols0123456789 & ! ? @ # $ % ( ) + . ,
Medium, as in our logoCare That Comes Home
BoldCare That Comes Home
Type in use
How a headline, label and paragraph look together in Outfit.
Home visits
The porch light is on. We'll come to you.
Paragraphs are set in Outfit Regular in Midnight Navy, with comfortable space between the lines so they are easy to read on a phone.
- HeadlinesBirch in capitals for big, designed headlines. Outfit Bold everywhere else.
- Labels and buttonsOutfit Bold, small capitals with wide spacing, in Ember Rust or Midnight Navy.
- When our fonts aren't availableIn email, use Arial. Google Docs and Slides have Outfit built in. Never swap in another decorative font for Birch.
Which file to use
The right file for the job
Every file is in the brand package. When someone asks for "the logo", this is what to send.
Website and emailMain logo, full color
SVG or PNGSocial profile pictureIcon, full color
JPG. It is square with its background built in.Printing (cards, flyers, signs)Main logo or logo with tagline
PDF or EPS. Printers prefer these.On a dark backgroundFull color, dark version, or white
SVG or PNGScrubs, polos and hatsOne-color logo, or the icon
PDF or EPS for the embroidery shopCar magnet or vehicleLogo with tagline
PDF or EPSA QR codeNavy QR code (black for one color)
SVG or PDF for print, PNG for screensOne-color printing, stamps, faxesBlack or white version
PDF or SVG or PNGEmbroidery and very small sizes
The lantern has fine lines that can fill in with thread. For embroidery, use a one-color version in a single thread color, keep the main logo at least 3.5 in (90 mm) wide, and use the icon by itself on anything smaller, like a hat or a sleeve. Ask the shop for a stitched sample before a full order.
QR code
Our QR code
Scanning it opens our website, porchlightpeds.com. Use it on business cards, flyers, magnets and signs so families can find us in one tap.
Midnight Navy
The one to use first, on white or light backgrounds.
Black
For one-color printing.
White on navy
Only when it has to sit on navy. Some older phones read it less easily.
- Big enough to scanPrint it at least 0.75 in (19 mm) wide.
- Keep the borderThe light border around the code is part of it. Don't crop it or crowd it.
- Leave it as it isDon't stretch it, recolor it, or put a logo in the middle.
Thank you
Questions?
If you have trouble with anything in this guide, are missing files from your brand package, or aren't sure a piece fits the Porchlight Pediatrics brand, text bahlr at 208.966.2400.
Social media
Placing the logo on social media
Use the icon as the profile picture and the dark-background logo in the banner. Ensure the logo has space on all sides.