Exomed Style Guide - Final

the future of clinical exosome applications
BRAND GUIDELINES
BRAND DESIGN &

VISUAL IDENTITY
Visual Identities
EXOMED ICON SYSTEM
The visual identity or brand identity of a company plays a pivotal role in establishing its
unique presence and conveying its essence to the world. Key elements of a visual identity
include icons, wordmarks, and logos
ICONS
Icons are powerful visual symbols that distil complex

concepts into concise graphical representations.
They serve as visual shortcuts, conveying meaning
and evoking emotions. Icons reflect the essence of
the brand they represent – that is, they encapsulate
the core attributes, values, and ideas associated with
a brand. By employing icons strategically, brands can
establish a visual language that resonates with their
target audience and facilitates instant recognition.
WORDMARKS
+
Wordmarks, also known as logotypes, are
typographic representations of a brand, using
unique or carefully chosen fonts and typefaces,
letterforms, and typographic treatments to create
a distinct visual identity. Just like icons, wordmarks
can evoke emotions or desired brand attributes, the future of clinical exosome applications
convey the brand's message, and play a vital role
in reinforcing a brand's personality.
=
LOGOS
Logos are recognizable marks that represent

the visual embodiment of a brand's identity,
capturing its essence in a single, recognizable
mark. Logos can take different forms, such as the future of clinical exosome applications
standalone emblems, wordmarks, or wordmarks

integrated with icons, as in the case of the
Exomed logo, where the icon and wordmark are merged into a cohesive visual representation.
By combining the power of icons and the unique typography of wordmarks, logos become
a powerful tool for brand recognition and recall. The integration of icons and wordmarks
within a logo enables brands to communicate their core values, establish a memorable
visual identity, and leave a lasting impression on their audience.
exomed 1
Exomed Icons
The Exomed icon is a circular ‘blob’-like shape which is suggestive of movement - as though
paused in the process of ‘dripping’ or expanding - and evokes organic, cellular and biological
processes such as mitosis.
The icon’s organic effect is achieved through asymetric curves and a soft radial gradient,
which suggest depth. These inform other Exomed assets, including the rounded underlines
which embelish certain text, and the gradients applied to background elements, while the
icon’s bright red informs certain key assets and emphasis on text.
COLOUR BLACK + WHITE
Logo Variations
There are two Exomed logos - the primary, horizontal logo, and the secondary, stacked
logo, combining a wordmark and icon. There are three different iterations of each logo, and
corresponding wordmark: Colour, Light and Grey.
• COLOUR logo + wordmark variants are appropriate for white or light grey backgrounds.
On mid-darker grey backgrounds the colour wordmark begins to lose legibility.
• LIGHT logo + wordmark variants are appropriate for mid-grey backgrounds. On darker
backgrounds the right side of icon - where it blends into purple and dark blue - begins
to lose contrast.
• GREY logo + wordmark variants are appropriate for dark and black backgrounds.
exomed 2
Exomed Wordmarks
The Exomed wordmark eschews the hard lines and acute angles of capital letters in favour
of all lower case letters, which in combination with a medium weight, maximises rounded
shapes to compliment the icon. In so doing, the wordmark is understated, and avoids the
formal, ‘cold’ tone of some more traditional medical-tech branding.
Colour is used to distinguish the constituent words “exo” and “med” - the vibrance of the
"Exo" blue places a subtle emphasis upon it, suggesting the primacy of exosomes to the
unique offering of Exomed, and informing key brand typography.
PRIMARY COLOUR SECONDARY
LIGHT
GREY
exomed 3
Exomed Logos
The Exomed icon and wordmark when combined – forming the logo – compliment one
another, as the gradient of the icon, moving from light to dark, is reflected and mirrored
in the wordmark. In this way the icon hints at the wordmark, but both icon and wordmark
maintain their integrity and independence. The absence of the logo red from the wordmark
allows this colour to be used for greater effect elsewhere.
PRIMARY COLOUR SECONDARY
LIGHT
GREY
exomed 4
Lockup Spacing
In order to maximise the legibility and recognisability of the Exomed logo, it is not only
important to ensure adequate 'breathing room' from surrounding text, but to ensure that the
wordmark and icon are equally, if not closer, to one another than any other text, intrinsically
linking the brand to its iconography. The space necessary around the logo can be determined
from its width:
• Primary logo lockups - add approximately 8.5% of the width of the horizontal size of
the primary logo to all sides as a margin.
• Secondary logo lockups - add approximately 18% of the width of the horizontal size of
the secondary logo to all sides as a margin.
Width (X)
8.5% X
18% X
Width (X)
exomed 5
Correctly Spaced Logo Demo
Mincvi od modi oditate ex eum sus evel ma eum nem corrum

quia volorest, sum latur? Quidis delis se que cum resequi debit,
tecepudam quos est officie nditemod que nos incias qui sam.
Quam facerumquam fugitia tisque ea volore mo que exernam erunt, sant et ero es ratempora
vel is volo volenditat am aut quae magnatum nestiumque sum namenimil mos ab is volorpo
ribus, id ut ma dolupic iasita errum et, conse dignamus verum qui nobitatet alibusam quae
sum reria pel ipsuntis ut fuga. Nequasin et, sinum re parum hitassum audis quia et la del
magniminte si doluptatum liatus, odipsam dolore ex et omnihil iaectatum sitaepedita sunt.
Num ut millor sita aut lique essitas pelestota quiatqui con nis et ut quidelecto occate
esto voloriani bea nullat. Equid et officia quam, ommolor enimin peliati orectur, num aliqui
blabor as aliciendis evelliqui que non ped ut et earchic ipsanis temperorro quatur, veles as
vent lamet repra volupta quibus et hiliqui cus que cumquid es ipienimus as sedi ut porate
nonsequia natur? Qui ut offic tem quam, simaximusdae nest, autaspeditam fugit ut occum
dictect aerita dernati ostiaer ferio. Ga. Nonsequ assumet ea qui simagnam vel ipsa quatur?
Something Standing Out
Ferro doles ne comnitius assundis rest et, nus iniscia aut

quamusdae pro consendi aborerum aut aut modipis qui
con perro consero vitatempore ea nosa cum hillabo. Itatis
magnatus volenet qui dias et as iliquatur, senecatur alia
quam, auditionse laceper atiiscient excero moloreceaqui
ad essit utata ditatem ea vel inieniet et lanistem quodi core
asperen delitia pro occum iur sam del intium sit pressimo
idest, simaximus, voluptur?
Os dolorio. Itaturit quis et quam quia pedi ut acidendis aut

quam et ra voloreh endiati scipsam nisimos cor aut laborem
et libeaquunt eat quiam reperferum dolupta tianim derro
quam sequias reheniminu?
exomed 6
Colour Palette
The Exomed colour palette is grouped into Primary, Secondary, Greys and Tertiaries. These
groups are used together in wordmark, icon and logo assets, as explained below.
GROUP 1
Used in Primary icon, and

COLOUR wordmarks.
1) LOGO-RED 2) MED-MID-BLUE 3) EXO-DARK-BLUE

#FF1242 #1424FF #000568
GROUP 2
Used in LIGHT wordmarks.
4) LIGHT-PURPLE 5) MID-PURPLE 6) DARK-PURPLE

#C9C9E1 #6B75FF #110058
GROUP 3
Used in BW icon and GREY

wordmarks.
7) LIGHT-GREY 8) MID-GREY 9) DARK-GREY

#808080 #323D48 #00001A
GROUP 4
Used as non-branded
supplementaries, eg in
diagrams in Slide Deck.
10) BABY-BLUE 11) TAN 12) BROWN

#99FAF5 #F09E9C #5B1704
exomed 7
Colour Palette
The Exomed colour palette is grouped into Primary, Secondary, Greys and Tertiaries. These
groups are used together in wordmark, icon and logo assets, as explained below.
GROUP 1 GROUP 2 GROUP 3
Used in Primary icon, and Used in LIGHT wordmarks. Used in BW icon and GREY
COLOUR wordmarks. wordmarks.
1) Logo-Red 4) Light-Purple 7) Light-Grey

#FF1242 #C9C9E1 #808080
2) Med-Mid-Blue 5) Mid-Purple 8) Mid-Grey

#1424FF #6B75FF #323D48
3) Exo-Dark-Blue 6) Dark-Purple 9) Dark-Grey

#000568 #110058 #00001A
exomed 8
Typographic Hierarchy
As can be seen throughout this styleguide, the Exomed type hierarchy consists of 3 levels:
1. Headings
2. Subheadings - Straplines, Floating Subheadings, Section Headings
3. Bodycopy - Subheadings and Body Copy
HEADINGS & SUBHEADINGS
All Exomed headings and subheadings use Montserrat. Montserrat is a free, geometric
sans-serif typeface influenced by vintage signage from Buenos Aires' Montserrat district.
It provides a clean, contemporary aesthetic, and its high readability makes it an excellent
choice for headings and subheadings, ensuring clear content structuring and user-friendly
navigation in a typographic hierarchy.
BODY COPY
All Exomed body copy uses Work Sans, a minimalist, sans-serif typeface that prioritizes
simplicity and readability. It's ideal for body copy due to its clear legibility, even at small
sizes, making large amounts of text accessible and digestible in a typographic hierarchy.
WORDMARK
The Exomed wordmark (and slogan / tagline) uses Montserrat Medium (500 font-weight in
web design), in the ratio of 65 and 12 (with leading / line height of 15.5). To ensure no other
text competes with this, do not use Montserrat Medium.
exomed
65
12 / 15.5
Recreating the underlines seen throughout this document:
5pt rounded line using med mid blue (#1424FF)
exomed 9
Demo: Typographic Hierarchy
In the demonstration below, each element of the typographic hierarchy is annotated in the
following order:
Typeface (font), Weight (eg Bold), Size (point or font size), Leading (line height), Case (if
relevant), Colour (as a hexcode) and Alignment.
For font-weight on the web, Regular is (400), SemiBold is (600), and Bold is (700)
1) Primary Headings Montserrat, Bold, 22/18,

#1424ff, (left)
2.1) Straplines are for following up headings Montserrat, Regular, 16/20,

and grabbing the attention of a reader. #1424ff, (left)
Solor alia cum assincitati officiur, eum fugia ipit estibust,

sinimendempe et magnien ditionectur aliquas remolore
voluptat.
Montserrat, Regular, 16/27,

2.2 FLOATING SUBHEADING
Caps, #1424ff, (centred)
Ferrovidis eum fugit unt, serecate ra doluptio et, natemporem

re pelia ditat explandis eost fugiaep udaepudant as alis audae
recuptatium apiendel evendae comnit.
Montserrat, Regular, 12/20,

2.3 SECTION SUBHEAD
Caps, #1424ff, (varies)
Solor alia cum assincitati officiur, eum fugia ipit estibust,
sinimendempe et magnien ditionectur aliquas remolore
voluptat.
3.1) Work Sans Subheading Work Sans, SemiBold,

12/20, #1424ff, (left)
3.2) Body Copy - Ferrovidis eum fugit unt, serecate ra
doluptio et, natemporem re pelia ditat explandis eost fugiaep
udaepudant as alis audae recuptatium apiendel evendae Work Sans, Regular, 12/15,
comnit. Solor alia cum assincitati officiur, eum fugia ipit #323d48, (left)
estibust, sinimendempe et magnien ditionectur aliquemolore.
exomed 10
Typography - Colour Guide
Colour choice in a typographic hierarchy enhances legibility, directs user attention, and
maintains brand identity. Proper colour pairing differentiates headings and body text,
ensuring clear communication, effective emphasis, and visually pleasing, accessible content.
The weight, colour and size is key in signalling the hierarchical position of the sub/heading.
In particular, the use of med-mid-blue (#1424ff), identifies content with the brand.
RULES - TYPE AND COLOUR
1) Do not use black, at any point - black is not an Exomed brand colour. On screens, black
text - particularly on a white background - can cause eye strain.
More info: uxplanet.org/basicdesign-never-use-pure-black-in-typography-36138a3327a6
1.1) Do use mid-grey (#47484d), in combination with type hierarhcy.
1.2) Do, if necessary, use dark-grey (#221e2c)
2) Do not use exo-blue for headings. Firstly, exo-blue on white has the same contrast issues
as black. Secondly, it may compete with and reduce the impact of the logo. Thirdly, it doesn't
stand out from body copy and so may reduce the effectiveness of the typographic hierarchy.
2.1) Do use med-mid for headings to optimise the typographic hierarchy.
3) Do not use logo-red for emphasis excessively, for example in headings and body copy
text - this dilutes the brand-impact of the colour and makes text harder to read, especially
in combination with bold.
3.1) Do use logo-red, and bold if necessary, in higher order type hierarchy (sub/headings).
3.2) Do use logo-red, sparingly, in body copy, if sub/headings are not logo-red. Consider
using semi-bold to emphasise text without compromising overall legibility.
3.3) Do use other forms of emphasis in body copy, including underline.
exomed 11
Black is NOT an exomed colour NO
The text in this demonstration uses black, which is not in the exomed
colour palette.
1) Do not use black, at any point - black is not an Exomed brand colour. On screens, black
text - particularly on a white background - can cause eye strain.
DON'T USE BLACK TO STAND OUT

USE THE TYPOGRAPHIC HIERARCHY
1.1) Do use mid-grey (#47484d) in combination with the typographic hierarchy. YES
Mid-Grey: Quam facerumquam fugitia tisque ea volore mo que exernam erunt, sant et ero
es ratempora vel is volo volenditat am aut quae magnatum nestiumque sum namenimil
mos ab is volorpo ribus, id ut ma dolupic iasita errum et, conse dignamus
Dark-Grey: Quam facerumquam fugitia tisque ea volore mo que exernam erunt, sant
et ero es ratempora vel is volo volenditat am aut quae magnatum nestiumque sum
namenimil mos ab is volorpo ribus, id ut ma dolupic iasita errum et, conse dignamus
1.2) Do: if mid-grey does not provide enough contrast, as above, use dark-grey (#221e2c)
exomed 12
This text is exo-dark-blue NO
The text in this strapline and heading uses exo-dark-blue. Not only
does it compete with "exo" in the logo wordmark, but it doesn't
stand out from the text below, which is mid-grey.
2) Do not use exo-blue for headings. Firstly, it competes with "Exo", reducing the impact of
the logo. Secondly, it doesn't stand out from body copy and so reduces the effectiveness
of the typographic hierarchy.
This text is mid-med-blue YES
The text in this strapline and heading uses med-mid-blue. It no

longer competes with "exo", but does stand out from the text below.
2.1) Do use med-mid for headings - it stands out in typographic hierarchy.
exomed 13
NO
Exomed is an Australian Start-Up, operating within the field of

Regenerative Biotherapeutics.
Exomed has been formed to commercialise our revolutionary 100% natural Regenerative
Biotherapeutic treatment that focuses on “Rebuilding Health” and drives improvement in
healthspan.
Regenerative Medicine is still a relatively new field of practice, this burgeoning field
challenges the traditional medical practices of fighting individual diseases and symptoms
to an emphasis on “Rebuilding Health”.
This paradigm shift has opened the door on an advanced and innovative ecosystem for the
development, manufacture and delivery of novel regenerative biotherapeutics.
This shift to one of “Rebuilding Health” is further exemplified with the world renowned Mayo
Clinic redefining their core focus by renaming their clinic from the “Centre for Regenerative
Medicine” to the “Centre for Regenerative Biotherapeutics”.
3) Do not use logo-red for emphasis in body copy text - this dilutes the impact of the colour
and makes text harder to read, especially in combination with bold.
YES

healthspan.
challenges the traditional medical practices of fighting individual diseases and symptomsvv
3.1) Do use logo-red, and bold if necessary, in higher order type hierarchy (sub/headings).
exomed 14
healthspan.
3.2) Do use logo-red, sparingly, in body copy, if sub/headings are not logo-red. YES
Consider using semi-bold to emphasise text without compromising overall legibility.

healthspan.
3.3) Do use other forms of emphasis in body copy, including underline.
exomed 15
Negative Colour Combinations
On Dark-Grey On Dark-Grey
MONOTONE DUOTONE
All headings and body copy use 4) light Headings use 5) Mid-Purple, and body
purple. All headings and body copy use copy uses 4), light purple. Headings use
4) light purple. All headings and body 5) Mid-Purple, and body copy uses 4),
copy use 4) light purple. All headings light purple. Headings use 5) Mid-Purple,
and body copy use 4) light purple. and body copy uses 4), light purple.
On Mid-Grey On Mid-Grey
MONOTONE DUOTONE
On Dark-Purple On Dark-Purple
MONOTONE DUOTONE
exomed 16

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the future of clinical exosome applications

BRAND DESIGN &

EXOMED ICON SYSTEM

Icons are powerful visual symbols that distil complex

Logos are recognizable marks that represent

standalone emblems, wordmarks, or wordmarks

COLOUR BLACK + WHITE

PRIMARY COLOUR SECONDARY

the future of clinical exosome applications

the future of clinical exosome applications

the future of clinical exosome applications

PRIMARY COLOUR SECONDARY

the future of clinical exosome applications

the future of clinical exosome applications

the future of clinical exosome applications

the future of clinical exosome applications

the future of clinical exosome applications

Correctly Spaced Logo Demo

Mincvi od modi oditate ex eum sus evel ma eum nem corrum

Something Standing Out

Ferro doles ne comnitius assundis rest et, nus iniscia aut

Os dolorio. Itaturit quis et quam quia pedi ut acidendis aut

Used in Primary icon, and

1) LOGO-RED 2) MED-MID-BLUE 3) EXO-DARK-BLUE

Used in LIGHT wordmarks.

4) LIGHT-PURPLE 5) MID-PURPLE 6) DARK-PURPLE

Used in BW icon and GREY

7) LIGHT-GREY 8) MID-GREY 9) DARK-GREY

10) BABY-BLUE 11) TAN 12) BROWN

GROUP 1 GROUP 2 GROUP 3

1) Logo-Red 4) Light-Purple 7) Light-Grey

2) Med-Mid-Blue 5) Mid-Purple 8) Mid-Grey

3) Exo-Dark-Blue 6) Dark-Purple 9) Dark-Grey

HEADINGS & SUBHEADINGS

Recreating the underlines seen throughout this document:

5pt rounded line using med mid blue (#1424FF)

1) Primary Headings Montserrat, Bold, 22/18,

2.1) Straplines are for following up headings Montserrat, Regular, 16/20,

Solor alia cum assincitati officiur, eum fugia ipit estibust,

Montserrat, Regular, 16/27,

Ferrovidis eum fugit unt, serecate ra doluptio et, natemporem

Montserrat, Regular, 12/20,

3.1) Work Sans Subheading Work Sans, SemiBold,

RULES - TYPE AND COLOUR

More info: uxplanet.org/basicdesign-never-use-pure-black-in-typography-36138a3327a6

1.1) Do use mid-grey (#47484d), in combination with type hierarhcy.

1.2) Do, if necessary, use dark-grey (#221e2c)

2.1) Do use med-mid for headings to optimise the typographic hierarchy.

3.3) Do use other forms of emphasis in body copy, including underline.

DON'T USE BLACK TO STAND OUT

This text is exo-dark-blue NO

This text is mid-med-blue YES

The text in this strapline and heading uses med-mid-blue. It no

2.1) Do use med-mid for headings - it stands out in typographic hierarchy.

Exomed is an Australian Start-Up, operating within the field of

Exomed is an Australian Start-Up, operating within the field of

Exomed is an Australian Start-Up, operating within the field of

3.3) Do use other forms of emphasis in body copy, including underline.

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