Turn feedback into growth.

Brand Guidelines

A clear brand system for a modern healthcare workforce platform.

HeAxio reflects enterprise healthcare credibility, human-centered workforce development, and modern SaaS clarity. Use these guidelines to keep marketing, product, and operational materials consistent.

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Brand overview

Built for workforce experience in healthcare.

HeAxio is a workforce experience platform built for healthcare organizations. We help providers, nurses, leaders, and staff turn continuous feedback into meaningful professional growth through integrated analytics, automated reporting, and leadership insight.

What the brand should signal

  • Enterprise healthcare credibilityProfessional, trustworthy, and executive-ready.
  • Human-centered workforce developmentSupportive, clear, and focused on growth.
  • Modern SaaS clarity and simplicityClean, direct, and easy to use across web, product, and documents.

Logo

Primary Logo

Wordmark plus pillar “H” symbol.

The HeAxio logo combines a clean wordmark with the pillar “H” symbol representing workforce voices becoming organizational insight.

HeAxio primary logo
  • Use forWebsite headers, presentations, marketing materials, and documents.
  • Clear spaceMaintain clear space equal to the height of the “H” around the logo.
  • Minimum sizeDo not display the primary logo smaller than 120px wide.

Symbol Mark

The pillar symbol stands for providers, nurses, leaders, and staff.

It represents multiple voices forming a shared axis of insight.

HeAxio symbol mark
  • Use forFavicons, app icons, social avatars, product UI, and watermarks.
  • Do notStretch, rotate, or recolor the symbol.

Logo variations

Choose the logo version based on background contrast.

Light Backgrounds

Use the full-color logo.

HeAxio full-color logo

Apply the default gradient mark and Deep Ink wordmark on light, high-contrast surfaces.

Dark Backgrounds

Use the white logo.

HeAxio white logo

Use the white version on dark surfaces so the wordmark and bars stay legible.

Monochrome Print

Use the black logo.

HeAxio black logo

Use the black version for single-color print applications and monochrome export needs.

Contrast rule

Never place the full-color logo on busy or low-contrast backgrounds.

The logo should always remain easy to identify at a glance in product, marketing, and document contexts.

Color palette

Use color to signal clarity, growth, and trust.

Axis Blue

#2563EB

Primary brand color used for key actions, links, and highlights.

Signal Teal

#14B8A6

Represents growth, feedback, and workforce connection.

Deep Ink

#0F172A

Primary text color and the standard wordmark color.

Slate

#64748B

Use for secondary text, captions, and UI labels.

Light Background

#F8FAFC

Default background color for pages and applications.

Insight Purple

#7C3AED

Marketing accent for selective emphasis and insight moments.

Affirmation Coral

#F97316

Marketing accent for celebration and positive reinforcement. Use sparingly.

Typography

Inter is the single typeface across product, web, and marketing.

  • HeadingsInter Bold / Semibold
  • SubheadingsInter Semibold
  • Body textInter Regular
  • UI labelsInter Medium
  • AvoidAdditional type families that weaken consistency.

Gradients

Primary brand gradient

Axis Blue to Signal Teal.

Use gradients in website hero sections, marketing graphics, and product highlights. Avoid overuse in body content.

Imagery & visual style

Show workforce intelligence, not clinical product tropes.

  • PreferredClean product UI screenshots, abstract gradients and shapes, data visualization, dashboards, and subtle healthcare workplace photography.
  • AvoidMedical equipment imagery, patient care scenes, and clinical monitoring visuals.

HeAxio is a workforce platform, not a clinical product.

Iconography

Use simple, rounded, outline icons with minimal detail.

Recommended direction: Lucide / Feather style iconography that feels clean, readable, and modern inside enterprise UI.

Voice & tone

Confident, human-centered, modern, and enterprise-ready.

  • ConfidentClear and decisive.
  • Human-centeredSupportive and empowering.
  • ModernSimple and direct.
  • Enterprise-readyProfessional and credible.

What to avoid

  • AvoidAcademic language.
  • AvoidInternal program terminology.
  • AvoidHR buzzwords and cliches.

Messaging foundation

Turn feedback into growth.

Short description: HeAxio is a workforce experience platform that helps healthcare organizations transform performance evaluation into continuous professional development.

Long description: HeAxio integrates self-assessment, peer feedback, automated reporting, and leadership dashboards into a single platform that helps healthcare organizations build engagement, recognition, and professional growth at scale.

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