Halodoc Creative Guideline 2019-Rev3

Brand Guidelines
Visual Identity ............................................................................... 05
Typography .............................................................................. 17
Tone of Voice .............................................................................. 23
Color .............................................................................. 29
Illustrations & Elements .............................................................................. 33
Copywriting Guidelines ............................................................................... 41
Photography ............................................................................... 43
Online Guidelines ............................................................................... 46
Offline Guidelines ............................................................................... 53

03
The purpose of this guidelines is to show what ‘brand

communication’ means in practice. We have outlined the
principles and rules which should guide our brand identity.
This will help create consistency across all communications and
help to make our brand relevant, differentiated and successful.
We’ve also shown how these rules will be applied to a

number of examples on both above-the-line (ATL) and
below-the-line (BTL) communications.
Halodoc Brand Guideline

About The Guideline
04
How to Use These guidelines set the essential brand signature There are a few points for your special attention:
These Guidelines elements of the Halodoc signature system and

provide guidelines to ensure that the highest
When implementing the system, always use the
official reproduction materials such aas the digital
standards are maintained wherever the brand artwork templates provided by the Halodoc Brand
is expressed. Communication Department.
These guidelines are not just for practitioners Never reproduce anything directly form the graphic
in marketing or public relations; they are for image in this guidelines. These guidelines and
everyone within Halodoc, as well as for Halodoc’s related artwork are confidential and are intended
partners, because all of them are responsible for for use by Halodoc personnel , its consultants and
communicating the values and attributes of our suppliers only.
brand as we promise to deliver the best quality and
innovative product and services to our customers. All pgotographic image shown in these guidelines
are for demonstration purpose only, official license
is required for legal usage in future implementations.

About The Guideline
Visual
Identity
1.1 06
1.1
Visual Identity
Meaning
The new identity symbolizes a friendly companion
driven by Halodoc passionate dedication;
to simplify and make healthcare more accessible
and convenience for all users.
We want to inject trustworthiness, friendliness, and

fun into the the industry because those are what
healthcare companion should bring to life.
The icon inspired by a stethoscope, representing

health and doctors. It also forms a smiley face,
making the brand feel friendly, approachable,
and uplifting.

Visual Identity
1.2 07
1.2
Meet Heidy,
Our Icon
healthy happy
In order to humanize the brand, we create a name
for Halodoc’s symbol to make the brand more
personal and friendlier for our users.
There are a few dyamic variations of the symbol
and each of them can be used depending on the
purposes.
cute resting
unwell dizzy

Visual Identity
1.2 08
1.2
Visual Identity
Structure
Our logo is the visual representation of the
philosophies that drive us and the beliefs that
inspire Halodoc as the healthcare companion.
It is our most sacred visual asset. Through our
innovative solutions, our logo will represent us as
leaders in the healthcare industry.
Our logo is made up of two parts: the Symbol and

the Wordmark. Don’t use the logo individually except
for the app icon. The following pages outline the
principles behind both elements and how to use
them to represent Halodoc in a powerful way. symbol wordmark

Visual Identity
1.3 09
1.3
Minimum
Clear Space
The primary brand identity is always surrounded by
a minimum area of clear space in order to prevent
its visual impact from being impaired.
This clear space must never be linked to any other
graphic elements such as text, logo.
Minimum Size
PRINT DIGITAL
The Halodoc brand identity with brandline should

never be reproduced at sizes smaller than the value
shown in this page. The below measurement is also
using “O” height as a standard unit, it will never be
allowed to be smaller than 25mm.
25mm 25mm
This value has been determined to ensure the

smallest limit of legibility. This principle applies
on all levels of primary brand identity.

Visual Identity
1.4 10
1.4
Clear Space -
Web & Tablet
15px
Minimum clear space above and below the logo

should be 15px height, but is always determined
by site/mobile design.This should always align
with page margins. 15px
Visual Identity
1.5 11
1.5
Logo Color color negative
Our logo is flexible. It looks striking when produced

in our hero color or our brand colors.
Wherever possible avoid black and grey. Our logo
stands out when worked positively out of light
backgrounds or reversed out in white when set
against bright backgrounds.
color positive
B&W negative

B&W positive
Visual Identity
1.6 12
1.6
Logo & Tagline

Logo Without Tagline
For communication materials (offline & online) without tagline
that is not hosted on our social media.
Logo With Tagline

Use for media partner (press release, placement, etc)
Symbol
For digital materials that we post on all HD social
with tagline
media assets
Symbol

Visual Identity
1.7 13
1.7
Logo Positioning:
Portrait
There are strict rules when it comes to positioning
our logo—place it in any corner at the top left
or bottom left of the page. Wherever you place
it, make sure the minimum amount of clear
space is between our logo and the edge of the
communication.
In general, we avoid placing our logo at the center

of communications. However, it may be useful in
certain instances such as business card.

Visual Identity
1.8 14
1.8
Logo Positioning:
Landscape
There are strict rules when it comes to positioning
our logo—place it in any corner at the top left
or bottom left of the page. Wherever you place
it, make sure the minimum amount of clear
space is between our logo and the edge of the
communication.
In general, we avoid placing our logo at the center

of communications. However, it may be useful in
certain instances such as business card.

Visual Identity
1.8 15
1.9
Brand Identity
Misuse DO NOT distort our logo DO NOT rotate our logo
Our logo announce us to the world. It’s important

that we treat it with respect.
There are strict guidelines to abide by when using
our symbol and wordmark together. Please follow
them carefully.
DO NOT change the relationship between the symbol & wordmark DO NOT split the logo into two colors
DO NOT change the logo into outlined version DO NOT use different colors for the symbol & wordmark
DO NOT change the position between the symbol & wordmark DO NOT overlay the symbol & wordmark

Visual Identity
1.8 16
1.9
Brand Identity
Background Misuse DO NOT reproduce the full color logo on a too dark background DO NOT change the Halodoc red logo into a multi-colored logo
To ensure that our brand identity is correctly

presented with a right background, we must never
apply the brand identity on any background that
could reduce its legibility. The brand identity should
only be produced in its specific colours.
DO NOT use the background color too close with the brand identity DO NOT apply the logo in too light photographic or background
Although the following examples do not represent
every possible misuse, they illustrate some of the
possible mistakes that must be avoided.
DO NOT reproduce the logo on a too complicated background DO NOT reproduce the logo on a too dark background
DO NOT reproduce the logo on a key visual content DO NOT apply the brand identity in too complicated texture

Visual Identity
Typography
2.1 18
2.1
Gotham Rounded
Primary ABCDEFGHIJKLM
Typeface
We use rounded typeface to make Halodoc
NOPQRSTUWXYZ
1234567890
looks friendly and flexible.
Gotham Rounded can use in all material

except website and apps.
Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
Book
Medium
Bold

Typhography
2.2 19
2.2
Hind
Secondary ABCDEFGHIJKLM
Typeface
NOPQRSTUWXYZ
1234567890
Secondary typeface is use for bodycopy
fonts for all materials, we use firm type fonts
to make the design looks balance.
Hind can use in all material except

website and apps.
Light
Regular
Medium
Semibold

Bold
Typhography
2.3 20
2.3
Big Bold
Fonts
We can use other big bold font types
to replace the primary logo, in order to
make the looks more flexible.
Type of fonts:
- Asap
- Montserrat
- Avenir
- Odin Bold
- Made Goodtime Grotesk
- Permanent Marker
The fonts should be:

- Readable
- Not too curly
- Non-Italic
Font types can be explored but

please follow the guidelines

Typhography
2.4 21
2.4
Nunito
Website and App ABCDEFGHIJKLM
Primary Typeface
For website and apps, we use Nunito as primary typeface.
NOPQRSTUWXYZ
1234567890
Light
Book
Medium
Bold

Typhography
2.5 22
2.5
Roboto
Website and App ABCDEFGHIJKLM
Secondary Typeface
Secondary typeface is use for bodycopy
NOPQRSTUWXYZ
1234567890
fonts for website and apps materials, we use firm type fonts
to make the design looks balance.
Light
Regular
Medium
Bold

Typhography
Tone of
Voice
3.1 24
3.1
Tone of Voice Our voice is the expression of our brand

Overview through words. The way we talk and write
influences the way people feel about
Halodoc. We use these words to build
trust between user over our brand and our
beliefs. That’s why our voice is uplifting,
empowering, and positive. We tailor our
tone to suit specific audiences, but our
voice remains instantly recognizable.
The more consistent our voice is,
the stronger our message becomes.

Tone of Voice
3.1 25
3.1 Friendly
Tone of Voice Halodoc is a pleasant companion for everyone.
Overview Halodoc’s voice should be just like what a good friend should be:
uplifting, positive, warm, and witty.
Helpful
Halodoc is passionate about helping people. Every word that
Halodoc says should always be for the good of people.
Reliable
Although Halodoc sometimes use an adequate amount of humor,
it is important to keep being informative, honest, and trustworthy.

Tone of Voice
3.1 26
Friendly means we are: and we are not:

3.2
- Witty - Rigid
Tone of Voice: - Engaging - Too formal
Friendly - Human
- Warm
- Pretentious
- Awkward
- Not intimidating
Do not use any too-formal pronouns:

Use “kamu” dan “kami” instead of “anda” dan “saya”.
Examples:
(v) Sneezing and freezing all night long? We could get you some help.
(x) We can cure your headache.
(v) Bersin-bersin di malam kencan bikin kamu kurang tampan.

Konsultasi dengan dokter sekarang.
(x) Jangan biarkan flu mengganggu hidup anda, hubungi Dokter kami.

Tone of Voice
3.3 27
Helpful means we are: and we are not:

3.3
- People-oriented - Hard-selling
Tone of Voice: - Show empathy - Ignorant
Helpful - Caring
- Positive
- Demanding
- Supportive
encourage them the most?

Show our emphatic side by showing concern about our audience condition.
Examples:
(v) Get a good rest, while we pick up and deliver your medicine.
(x) We offer medicine delivery service.
(v) Kebahagiaan kami adalah melihatmu mendapatkan pelayanan

kesehatan terbaik.
(x) Halodoc menyediakan pelayanan kesehatan terbaik dan terpercaya.

Tone of Voice
3.4 28
Reliable means we are: and we are not:

3.4
- Honest - Over-promising
Tone of Voice: - Informative - Vague
Reliable - Trustworthy
- Clear
- Trivial
- Ambiguous
- Mature - Immature
Always give a helpful information and do not over-promising in any

kind of way.
Every word used should portray the truth and not ambiguous.
Examples:
(v) Don’t worry! We’ll deliver your medicine within an hour.

(x) We will send the medicine as soon as possible.
(v) Waktunya liburan. Biar kami yang mengurus belanja obat-obatan.

Dapatkan 50% potongan harga untuk jasa pengantaran obat setiap
akhir pekan.
(x) Potongan harga besar-besaran! Diskon 50% untuk pengiriman obat
setiap akhir pekan.

Tone of Voice
Color
4.1 30
Halodoc
4.1
Primary
Color
Red
PANTONE 1925 C
CMYK 6 100 62 0
RGB 224 0 77
HEX E0004D

Color
4.2 31
4.2
Secondary PANTONE
Color P 45-3 C
CMYK
A supporting color palette has been 0 50 50 0
developed to support our brand identity
colors, and to create greater visual RGB
expression. 246 150 121
HEX
The supporting colour palette covering F69679
a range of soft to strong colors is developed
to cohere with the diversity and flexibility
of the relationship concept.
PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE

P 100-8 C P 102-6 C P 106-3 C P 106-2 C P 106-1 C P 45-1 C
CMYK CMYK CMYK CMYK CMYK CMYK

100 94 0 23 73 61 0 0 32 17 0 0 18 9 0 0 6 3 0 0 0 31 32 0

RGB RGB RGB RGB RGB RGB
31 43 123 88 107 178 169 192 228 204 217 239 236 240 249 250 188 163
HEX HEX HEX HEX HEX HEX

Color 1F2B7B 586BB2 A9C0E4 CCD9EF ECF0F9 FABCA3
4.3 32
4.3
Tertiary
Color
Tertiary color can be used for the details of
the illustrations or icons if needed.
PANTONE PANTONE PANTONE

P 121-6 C P 10-8 C P 59-3 C
CMYK CMYK CMYK

72 0 21 0 0 27 100 0 0 52 30 0

RGB RGB RGB
0 189 205 254 190 16 245 148 148
HEX HEX HEX

Color 00BDCD, FEBE10 F59494
Illustrations
& Elements
5.1 34
5.1
Illustrations
Halodoc Illustrations :
Thick Woman Thin Woman Thick Man Thin Man
- Using Halodoc color
- Without the details of face
- Simple and clean
- Flexible
- No strokes
- Asian looks

Illustrations & Elements
5.2 35
5.2
Icons
Halodoc Icons :
- Using Halodoc color

- Without the details of face
- Simple and clean
- Flexible
- No strokes
- Asian looks
- Use circle background

5.2 36
5.2
Icons on App
Mockup

5.3 37
5.3
Elements
These elements can be used for all materials,
to make the constanity of the designs.
The inspiration comes from Halodoc logo

and the general medical and care icons.
Don’t overuse the elements in a design.

One design can only use maximum 2 elements
to keep the design neat and clean.

5.3 38
5.3
Elements
Application
Sample

5.3 39
5.3
Elements
Application
Sample

5.4 40
01
5.4
Patterns
We also can use patterns to make
stronger identity.
This patterns can be used for

corporate identity, such as :
- Business Card
- Envelope
- Letterhead
- etc

Copywriting
Guidelines
6.1 42
6.1
Keywords Salutation
Chat dokter Apotek tepercaya Kamu
is used to talk to our consumers.
Dokter Tepercaya Beli Obat Lebih Hemat So the communication sounds friendlier.
Dokter Berpengalaman Cek Lab, Petugasnya ke Tempat/Lokasi/Rumah

Anda
Sehat Lebih Mudah Setiap warga Indonesia berhak mendapatkan is used for a more formal communication like
akses kesehatan yang mudah talking to doctors. Ex: Materials for doctor events
Sehat Bebas Ribet or ads for doctor recruitment.
Chat Dokter Berpengalaman di Halodoc
Aplikasi Kesehatan Untuk Solusi Tepercaya
Beli Obat Diantar ke Tempat/Lokasi/ Ada Dokter Tepercaya Dalam Genggamanmu

Rumah dalam 60 menit
Solusi Sehat Lebih Mudah Dalam Genggamanmu
Cek Lab
Kapan Saja, Di Mana Saja
Obatnya lengkap

Copywriting Guildelines
Photography
7.1 44
7.1
Photography
Images for any Halodoc marketing materials
should have a :
- Asian look
- Consistent tone
- Halodoc red accent on every photo
- Warm tone with natural light
- Natural pose

Photography
7.2 45
7.2
Doctor
Images for any Halodoc marketing materials
should have a :
- Real doctor
- Consistent tone
- Use white snelli
- Warm tone with natural light
- Natural pose
- Looks friendly
- Approachable body language
- Use red t-shirt/ shirt/ hijab

Photography
Online
Guidelines
8.1 47
8.1
40 px
Social Media: 60 px
Instagram &
Facebook Boost
Size :
1080 x 1080 px
1. Logo Size :
width 78.5 px
2. Logo should be on the top right
*Text on Facebook Boost should be 20%

*Visual on Facebook Boost and Twitter is mirroring
from Instagram
Lorem ipsum dolor sit amet,

consectetur adipiscing elit pellentesque et.
#FaktaHalodoc
100 px
60 px
40 px

Online Guidelines
8.2 48
8.2
Social Media: 40 px
Twitter 60 px
Size :
1200 x 900 px
1. Logo Size : Lorem ipsum dolor

width 80 px
sit amet, consectetur
2. Logo should be on the top right adipiscing elit
pellentesque et.
#FaktaHalodoc
100 px
60 px
40 px

Online Guidelines
8.3 49
80 px 80 px
365.8 px
8.3
68 px
Social Media:
Instagram Story
Size :
1080 x 2220 px
1. Logo Halodoc Size :

width 81 px
*Left : Halodoc Logo

Right : Partner Logo
377 px

Online Guidelines
8.4 50
Without Partnership
80 px
8.4
Website:
Desktop Banner
Size :
1500 x 760 px

width 250 px 80 px 80 px
*Only partnership banner that uses Halodoc logo
With Partnership
80 px
46 px

80 px 80 px
Online Guidelines
8.5 51
Without Partnership
41 px
8.5
Website:
Mobile Banner
Size :
753 x 477 px

width 135 px
41 px 41 px
With Partnership
41 px
25 px
41 px 41 px

Online Guidelines
8.6 52
Without Partnership
8.6
82 px
Apps:
Banner
Size :
1444 x 500 px

width 200 px 82 px 82 px
With Partnership
41 px
41 px
82 px 82 px

Online Guidelines
Offline
Guidelines
9.1 x 54
0.1 x
0.1 x
0.1 x
9.1
Billboard Vertical
Size :
750 x 1500 cm
1. Logo Size :
Height 0.1 x
2. Logo can be placed on the top left or top middle.
3. Text : 40%
4. Image : 60%
5. App Store & Play Store Logo Size:

width 33 cm
6. Headline:
Gotham Rounded
7. Body Copy:
Hind

0.1 x
Offline Guidelines
9.2 55
9.2
Billboard Horizontal 1
Size : 0.1 y 0.1 y
1500 x 750 cm
0,1 y
1. Logo Size : 0,1 y

Height 0.1 y
3. Text : 50%
y
4. Image : 50%

width 33 cm
6. Headline:
Gotham Rounded 0.1 y
7. Body Copy:
Hind

Offline Guidelines
9.3 56
9.3
Billboard Horizontal 2
Size :
2440 x 240 cm
1. Logo Size :
Height 0.25 y
0.2 y 0.2 y
0.2 y
3. Text : 70% 0.25 y y
0.2 y
4. Image : 30%

width 19 cm
6. Headline:
Gotham Rounded
7. Body Copy:
Hind

Offline Guidelines
9.4 x 57
0.1 x 0.1 x
0.1 x
0.1 x
9.4
Roll Up Banner
Small
Size :
60 x 160 cm
1. Logo Size :
Height 0.1 x
3. Text : 50%
5. Image : 50%

width 28 cm
6. Headline:
Gotham Rounded
7. Body Copy:
Hind

0.1 x
Offline Guidelines
9.5 x 58
0.1 x 0.1 x
0.1 x
0.1 x
9.5
Roll Up Banner
Large
Size :
85 x 200 cm
1. Logo Size :
Height 0.1 x
4. Text : 50%
5. Image : 50%

width 40 cm
7. Headline:
Gotham Rounded
8. Body Copy:
HInd

0.1 x
Offline Guidelines
9.6 59
0.1 x 0.1 x
0.1 x
9.6 0.075 x
Flyer
Size :
15 x 21 cm (A5)
1. Logo Size :
Height 0.075 x
3. Text : 40%
4. Image : 60%

width 40 cm
6. Headline:
Gotham Rounded
7. Body Copy:
Hind
0.1 x

Offline Guidelines
9.7 60
9.7
Voucher
0.05 y 0.05 y
Size :
0.05 y
9 x 5,5 cm
0.075 y
1. Logo Size :
Height 0.075 y
3. Text : 50% y
4. Image : 50%

width 2,3 cm
6. Headline:
Gotham Rounded
0.05 y
7. Body Copy:
Hind

Offline Guidelines
9.8 61
22.5 cm 37.5 cm 90 cm 37.5 cm 22.5 cm
0.075 y
0.1 y
9.8
Booth
y
Size :
210 x 86 cm
0.075 y
1. Logo Size :
Height 0.1 y
3. Text : 40%
4. Image : 60%

width 33 cm
6. Headline:
Gotham Rounded
7. Body Copy:
Hind

Offline Guidelines
9.8 62
0.1 y 0.1 y
0.1 y
0.1 y 30 px
9.9
Videotron
Size : y
896 x 512 px
1. Logo Size :
Height 0.1 y
0.1 y
3. Logo should be appeared on every slide/ frame
4. Halodoc Logo, App Store & Play Store Logo on closing frame
Halodoc Logo size : Height 0.2 y
App Store & Play Store size : Height 0.1 y
5. Headline:
Gotham Rounded
6. Body Copy: 0.2 y

Hind
0.1 y

Offline Guidelines
Thank You

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Brand Guidelines

Visual Identity ............................................................................... 05

Tone of Voice .............................................................................. 23

Illustrations & Elements .............................................................................. 33

Copywriting Guidelines ............................................................................... 41

Online Guidelines ............................................................................... 46

Offline Guidelines ............................................................................... 53

The purpose of this guidelines is to show what ‘brand

We’ve also shown how these rules will be applied to a

Halodoc Brand Guideline

These Guidelines elements of the Halodoc signature system and

Halodoc Brand Guideline

We want to inject trustworthiness, friendliness, and

The icon inspired by a stethoscope, representing

Halodoc Brand Guideline

Halodoc Brand Guideline

Our logo is made up of two parts: the Symbol and

Halodoc Brand Guideline

The Halodoc brand identity with brandline should

This value has been determined to ensure the

Halodoc Brand Guideline

Minimum clear space above and below the logo

Logo Color color negative

Our logo is flexible. It looks striking when produced

Halodoc Brand Guideline

Logo & Tagline

that is not hosted on our social media.

Logo With Tagline

Halodoc Brand Guideline

In general, we avoid placing our logo at the center

Halodoc Brand Guideline

In general, we avoid placing our logo at the center

Halodoc Brand Guideline

Our logo announce us to the world. It’s important

Halodoc Brand Guideline

To ensure that our brand identity is correctly

Halodoc Brand Guideline

Gotham Rounded can use in all material

Halodoc Brand Guideline

Hind can use in all material except

Halodoc Brand Guideline

The fonts should be:

Font types can be explored but

Halodoc Brand Guideline

Halodoc Brand Guideline

Halodoc Brand Guideline

Tone of Voice Our voice is the expression of our brand

Halodoc Brand Guideline

Halodoc Brand Guideline

Friendly means we are: and we are not:

Do not use any too-formal pronouns:

(v) Bersin-bersin di malam kencan bikin kamu kurang tampan.

Halodoc Brand Guideline

Helpful means we are: and we are not:

encourage them the most?

(v) Kebahagiaan kami adalah melihatmu mendapatkan pelayanan

Halodoc Brand Guideline

Reliable means we are: and we are not:

Always give a helpful information and do not over-promising in any

(v) Don’t worry! We’ll deliver your medicine within an hour.

(v) Waktunya liburan. Biar kami yang mengurus belanja obat-obatan.

Halodoc Brand Guideline

Halodoc Brand Guideline