Typography
Typography is an important part of creating a cohesive brand identity AMS Healthcare. The fonts selected are easily accessible and very legible. They compliment the brand's existing marketing materials and work to create a strong brand recognition in the existing framework.
Primary Web Typeface: Zilla Slab
Zilla Slab should be used as the primary heading typeface. It is clean, easy-to-read, slab serif typeface that is available from Google Fonts.
Secondary Web Typeface: Lato
Lato should be used as the primary body typeface. It is a modern, sans-serif typeface that is available from Google Fonts.
Typhographic Styles
Header 1: Zilla Slab, Semibold, 48pt
Header 2: Zilla Slab Semibold, 36pt
Header 3: Zilla Slab Medium, 30pt
Header 4: Zilla Slab Medium, 24pt
Header 5: Zilla Slab Bold, 24py
Body: Lato Regular, 20pt
Pull Quote: Zilla Slab, Light Italic, 30pt
Colour
Below is the brand colour palette of AMS healthcare. These are the only colours to be used on communications materials, as they are best suited to the new identity. Using this colour palette consistently will help to build a common feel to all materials.
Primary Colours
These three colours have been established as AMS primary branding colours and can be seen clearly in the logo.
R 163 G 31 B 101
#A31F65
R 81 G 77 B 147
#514D93
R 0 G 92 B 138
#005C8A
Secondary Colours
The following three colours may be used sparingly to compliment and enhance the primary colours.
R 39 G 59 B 56
#273338
R 209 G 221 B 229
#D1DDE5
R 0 G 58 B 103
#003A67
Buttons & Links
Primary Fill Button
The primary button style should be used for main call to actions for the user.
Normal
Hover
Secondary Outline Button
The primary button style should be used for main call to actions for the user.
Normal
Hover
Links
The tertiary button style should be used for callout links within the text.
Normal
Hover
Social Links
This is how social links would appear in the footer.
Embedded Links
This is an example of how a link would appear in a body copy.
This briefing document is one of a series of reports sponsored by AMS Healthcare. The goal of these reports is to inform health professionals, educators, and leaders about the opportunities and challenges of emerging health technologies. L'impact de l'intelligence artificielle sure le jugement clinique.