Brand Portal
Color
Our logo communicates simplicity, friendliness, and clarity. Setting the type in all lowercase represents unity. The logo is built using the Welldoc block system, but it has rounded edges. This contrast is intentional. It allows the logo alone to represent what the brand represents on the whole.
Color palette
Primary
Keep it light, bright, and positive
Welldoc’s brand has visually evolved, embracing a refined color palette centered around a crisp white and a sophisticated navy blue. This deliberate shift reflects our deepened commitment to clarity and innovation within the digital health space. The prominent use of white signifies transparency, simplicity, and a fresh, accessible experience for our users. Anchoring this is our hi-tech navy blue, which evokes trust, stability, and the cutting-edge nature of our solutions. Together, these core colors project a sense of confident optimism and ease of use, underscoring our mission to empower individuals on their health journeys with clear, reliable technology.
Our refined color palette of crisp white and sophisticated navy blue visually represents the clarity and trust we instill through our AI-driven insights.
Navy blue
Hex: #072D7E
RGB: 7, 45, 126
CMYK: 94, 64, 0, 51
Pantone 288C
White
Hex: #FFFFFF
RGB: 246, 246, 246
CMYK: 0, 0, 0, 0
Pantone WhiteC
Black
Hex: #000000
RGB: 0, 0, 0
CMYK: 0, 0, 0, 100
Pantone BlackC
Navy blue
Hex: #072D7E
RGB: 7, 45, 126
CMYK: 94, 64, 0, 51
Pantone 288C
Secondary
Sprinkle in excitement
While our core palette centers on the clarity of white and the sophistication of navy blue, we incorporate vibrant accent colors of gold and light blue to inject moments of energy and approachability. The gold accents represent the positive outcomes and achievements our users experience, symbolizing success and well-being. Complementing this, the light blue offers a touch of youthful innovation and a sense of gentle encouragement. These accent hues serve to punctuate the user journey with moments of visual interest and represent the dynamic and forward-thinking spirit of Welldoc, ensuring they enhance, rather than overwhelm, the foundational sense of ease and trust established by our primary colors.
Gold
Hex: #FFB92C
RGB: 255, 185, 44
CMYK: 0, 27, 81, 0
Pantone 136C
light blue
Hex: #92E0FA
RGB: 146, 224, 250
CMYK: 42, 10, 0, 2
Pantone 2975C
Powder Blue
Hex: #BCDFFF
RGB: 188, 223, 255
CMYK: 26, 13, 0, 0
Pantone 290C
Light Gray
Hex: ##F1F2F6
RGB: 188, 223, 255
CMYK: 26, 13, 0, 0
Pantone 290C
Using color
Ideal color palette ratio
Our color palette balances technology and humanity, creating a brand that feels both innovative and trustworthy. Dark navy blue conveys sophistication and stability, while white adds brightness, clarity, and openness. Bright accent colors bring energy and optimism, used intentionally to highlight key elements. Together, these colors create a refined yet approachable identity that reflects the synergy between AI and human support.
This pie chart showcases the ideal color ratio for most print, web, and digital pieces. For all main brand collateral, stick to this ratio. It is not required to use both accent colors, one or the other may be chosen.
Tints of each color may be used in conjunction with the color palette detailed to the left.
Do not abuse the blue
Be sure to optically gauge the way each color comes forward in a piece. Avoid using the blue as a dominant background color when a piece is text heavy.
Using navy blue as a background color
This application of the navy blue as a background color works because the majority of this page is white, allowing the blue elements to stand out and take optical priority. The blue feels easier on the eyes. However, imagine if this whole page was blue. The color would lose its meaning and fail to feel important.
Accessibility
Ensure accessibility
Ensure accessibility
Our color palette must adhere to WCAG accessibility standards, ensuring readability and usability for all audiences. Text and essential interface elements should meet at least a 4.5:1 contrast ratio for body text and 3:1 for large text to maintain clarity against background colors.
Dark navy should be used with white or bright accents to ensure strong contrast, while bright colors should not be used for critical text unless they meet accessibility standards. Additionally, color should never be the sole means of communication—use text, icons, or patterns to enhance clarity and inclusivity.
Please, use only the approved color combinations.The visual presentation of text and images of text must have a contrast ratio of at least 4.5:1 unless the font size is 18pt or greater.
Gradients and Overlays
Gradients should be used sparingly and only when they enhance the visual tone without distracting from content. If needed, use a subtle Navy Blue to Black gradient to create a sleek, high-tech feel that aligns with the brand. Never use different color combinations for gradients.
Color overlays on photography must follow a consistent treatment—use navy blue at 80% opacity to create depth and cohesion. Only white typography should be used on these overlays to ensure readability and maintain contrast. Overlays should never obscure important visual details or reduce legibility of text. Always test overlay combinations for sufficient contrast and accessibility compliance.
Never use multi-color gradients or bright overlays that conflict with the overall palette.
