Healthcare for everyone
Don't use the brand ellipse in illustrations
The brand ellipse is a unique element coming directly from the brand itself and should not be used in illustrations to any extent. If a shape as a backdrop is needed, select from a range of shapes from the illustration guidelines and toolkit.
Illustrations vs. icons
The demands of the HARTMANN brand on display and explanatory graphics are large and diverse. The boundary between illustration and iconography is fluid. In general, the deciding factor is the level of emotionality and complexity.
Sometimes it's not just about explaining a fact but also communicating emotion to generate greater acceptance. In this case, we use illustrations instead of iconography.
In most cases, complexity is the main theme. If too much content is lost by using reduced icons, we use illustrations instead of icons.
All colors of an illustration must be developed from the brand color scheme. But a reduced amount of colors should be used, concentrating on the HARTMANN blue tones.
Our neutral color range is used for light background tones and to give more contrast to light objects on a white background – using darker shades of gray. Ensure sufficient contrast between foreground and background.
If you create new illustrations, first take a look at the illustration guidelines and toolkit which are available separately from the brand identity guidelines. The document contains all important information for creating new illustrations and a ready-to-use toolkit. The illustration guidelines and toolkit is divided into the following four topics.
All files are created in RGB color mode and should be converted to CMYK for printing!