Brand manual

Design system #

Logotype #

• 

  White background, grey border

• 

  Green background, no border

• 

  Product placeholder

Official brand colors #

• R 120
  G 190
  B 32

  Dr.Max green
  #78BE20

• R 228
  G 1
  B 44

  Dr.Max red
  #E4012C

• R 240
  G 240
  B 240

  Dr.Max pale grey
  #F0F0F0

• R 220
  G 220
  B 220

  Dr.Max light grey
  #DCDCDC

• R 167
  G 168
  B 170

  Dr.Max grey
  #A7A8AA

• R 120
  G 120
  B 120

  Dr.Max dark grey
  #787878

• R 80
  G 80
  B 80

  Dr.Max state grey
  #505050

Web and mobile complementary colors #

• R 255
  G 255
  B 255

  White
  #FFFFFF

• R 250
  G 250
  B 250

  Chalk white
  #FBFBFB

• R 0
  G 0
  B 0

  Black
  #000000

• R 225
  G 240
  B 205

  Light green
  #E1F0CD

• R 75
  G 170
  B 40

  Green
  #4BAA28

• R 60
  G 140
  B 30

  Dark green
  #3C911E

• R 225
  G 235
  B 245

  Light blue
  #E1EBF5

• R 0
  G 120
  B 190

  Hyperlink blue
  #0078BE

• R 255
  G 225
  B 220

  Light red
  #FFE1DC

• R 175
  G 0
  B 35

  Dark red
  #AF0023

Icons #

• 3za2

• Chat

• Success, ok

• Chevron

• Close, nok

• Download

• Pharmacy

• 1+1

• 3 za 2

• 5+25

• Advisory

• Alert

• Asteriks

• Bag

• Basket-goods

• Basket

• Mobile

• Tel

• Mail

• Maintenance

• Minus

• Plus

• E-prescription

• Coupon

• Discount

• External

• Eye

• Facebook

• Favorite

• Gift-simple

• Gift

• Github

• Hamburger

• Heart-empty

• Heart

• Help

• Info

• Link

• Location

• Lock

• Loyalty-card-empty

• Loyalty-card

• Drmax-baby

• Drmax-dermo

• Dermo-consultant

• Dermo-measurement

• Drmax-dia

• Drmax-veterina

• Pharmacy-cross-hi

• Pharmacy-cross

• Pharmacy

• Print

• Question

• Search

• Security

• Sort

• Specify

• Star-empty

• Star

• News

• Transport-free

• Transport

• Trash

• User

• Zoom

• Chevron left

• Clock

• Nok

• Ok

Map pins #

• 

  Pharmacy

• 

  Selected pharmacy

• 

  Closed or unavailable pharmacy

Icon can change its color based on color css property from css or one of our theme colors.

<svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 10 10" fill="currentColor">
	<path d="..." />
</svg>

Marketing specifics #

• Discount label

• Gift-simple label

• 3 for price of 2 label

• 1 plus 1 in adition label

• Free delivery shipping

• Loyalty card

• 

  Loyalty card render

• 

  Action price discount

• 

  Nonprofit brand

• 

  The best brand award

• • Discount -10%

  

  Product tags

• Dr.Max Dermo (beauty)

• Dr.Max DIA

• Dr.Max Baby

Fonts #

<p class="font-weight-light">Proxima Nova light (300)</p>
<p class="font-weight-normal">Proxima Nova regular (400)</p>
<p class="font-weight-medium">Proxima Nova medium (500)</p>
<p class="font-weight-semibold">Proxima Nova semibold (600)</p>
<p class="font-weight-bold">Proxima Nova bold (700)</p>

Communication #

Tone of voice is a central part of Dr.Max’s customer experience, reflecting our brand personality and the value we place on good customer relationships. Here are a few simple rules to follow when writing copy for Dr.Max communications:

Be straightforward
Straightforward means plain-spoken, direct and clearly-signposted. Avoiding jargon and long-windedness. Ruthlessly paring down our communications, so every word counts. (But taking care not to lose our humanity in the process).

Be warm and reassuring
We value each customer as an individual and are personally invested in their wellbeing. The tone needs to emphasize care, concern and approachability whilst reminding customers that they are in the safe hands of our team of experts. Our copy should reflect our commitment to the health and wellbeing of our customers. In order to achieve this, our copy needs to express optimism and reassurance whilst making every customer feel confident that we are focused on meeting their needs.

Writing Dr.Max in copy
When writing Dr.Max in copy it should always be in title case without a space between Dr. and Max. So Dr.Max NOT Dr. Max or Dr Max.