Welcome to the Time Doctor Style Guide

Welcome to the Time Doctor Style Guide, your resource for our brand's visual identity. This guide outlines the essential elements like our logo, icon and color palette to ensure consistent application across all visual materials.

Consistency in our visual identity is vital for building brand recognition and trust. By adhering to these guidelines, you help create a cohesive brand experience that enhances our visibility and supports our mission to empower productivity and efficiency worldwide.

Logo

Our identity is the face we show to the world.

Our logo unit includes a clock with a check mark, indicating that performance is improving as time is tracked and analyzed. The typeface is clear and straightforward, indicating that we are rational decision-makers who rely on data. The colors are bright and vibrant, reflecting our optimism about the freedom and flexibility we help create.

Primary logo

The primary logo consists of two elements: An icon and the logotype. The official logo is the whole unit which includes both the icon and logotype.

The unit or the monogram cannot be altered or re-proportioned in any way, except as specified in this manual. To maintain integrity, they must be reproduced from original files.

Logo variations

The primary logo has been specifically designed to accommodate applications of various sizes, in various mediums and formats, and in specific colors.

The primary logo should always be used by default, whenever possible.

Primary

Use the primary logo by default, on white or light background.

❌ Do not use on green or blue background.

Secondary

Use on an onyx or dark background.

❌ Do not use on green or blue background.

Black

Use on a lime green or light background.

White

Use on an ocean blue or dark background.

Mono Black

Use on a light background when color is limited.

Mono White

Use on a dark background when color is limited.

Brand icon

Our brand icon serves as a concise and recognizable representation of Time Doctor. The icon, a clock with a check mark, encapsulates our commitment to enhancing productivity and performance through time tracking and analysis. It functions effectively as a standalone mark in contexts where the audience is already familiar with the Time Doctor brand, providing a quick and clear visual reference to our core mission.

Color

Use on light background.

Black

Use on light background if color clashes with the logo.

White

Use on dark background if color clashes with the logo.

Mono Black

Use on a light background when color is limited.

Mono White

Use on a dark background when color is limited.

Usage guidelines

Clear space

The logo is the first visual item that connects customers to the brand; therefore, respecting the perfect amount of clear space will give the logo optimal legibility, visibility, prominence, and impact. Do not place any text, graphics, or images within this area of clear space. The example here shows the minimum amount of space required. Whenever possible, a more clear space than minimum here is preferred.

Minimum size

To make sure your logo is always visible, we’ve determined a minimum display size for the digital usage in millimetres (mm). Please ensure no applications are used any smaller than those listed below:

❌ Incorrect usage

There are some things we must not do with the Time Doctor Logo. The following present some incorrect uses, but in case of doubt, please contact us for guidance.

❌ Do not rotate the logo

❌ Do not stretch the logo

❌ Do not place elements in the clear space area

❌ Do not change the color

❌ Do not change the opacity of the logo

❌ Do not make the logo all grey

❌ Do not outline the whole logo unit

❌ Do not crop the logo

❌ Do not use the color logo on green or blue background

❌ Do not change orientation of the logo

❌ Do not change the typography of the logo

❌ Do not add shadow to the logo

Color palette

Color distinguishes our brand and reinforces consistent experiences across platforms and materials. It sparks recognition, conveys messaging, and cultivates lasting connections with our audience.

Primary colors

Lime green

HEX:

#04D464

CMYK:

73, 0, 98, 0

Ocean blue

HEX:

#0066FF

CMYK:

94, 71, 0, 0

Secondary colors

Teal

HEX:

#37EEB7

CMYK:

74, 0, 57, 0

Lemon

HEX:

#FCED6D

CMYK:

3, 0, 66, 0

Forest

HEX:

#0F552B

CMYK:

90, 40, 98, 42

Ash

HEX:

#574841

CMYK:

59, 62, 66, 50

Base colors

White

HEX:

#FFFFFF

CMYK:

0, 0, 0, 0

Silver

HEX:

#F1EFED

CMYK:

11, 10, 9, 0

Gray

HEX:

#B3AEAB

CMYK:

44, 38, 37, 2

Onyx

HEX:

#342B27

CMYK:

58, 68, 78, 77

Color usage

Contrast is the difference in brightness between any two elements. The Web Content Accessibility Guidelines (WCAG) set specific ratios that achieve the minimum required contrast for legibility.

Small text is any size below 24px and requires a 4.5:1 contrast ratio.
Large text is anything above 24px and requires a 3:1 contrast ratio.
Graphical elements, such as charts in data visualization, also require a 3:1 contrast ratio.

Recommended combinations

Time Doctor

Onyx text

Lime green background

Time Doctor

Onyx text

Teal background

Time Doctor

Ash text

Lemon background

Time Doctor

Lime green text

Onyx background

Time Doctor

White text

Ocean blue background

Time Doctor

Lemon text

Ash background

Other combinations

Time Doctor

Forest text

Lime green background

Time Doctor

Ocean blue text

Teal background

Time Doctor

Onyx text

Lemon background

Time Doctor

Lime green text

Forest background

Time Doctor

Teal text

Onyx background

Time Doctor

Lemon text

Onyx background

Time Doctor

Forest text

White background

Time Doctor

Ocean blue text

White background

Time Doctor

Onyx text

White background

Time Doctor

White text

Forest background

Time Doctor

Lemon text

Ocean blue background

Time Doctor

White text

Ash background

Typography

Articulat CF is our corporate typeface, embodying a clear, bold, and expressive typographic system.

Primary typeface

Heavy weight to be used for titles and display text.

Extra Bold weight to be used for section headlines.

Demi Bold weight to be used for smaller headlines within a section.

Medium weight to be used for body text.

Bold weight to be used to emphasize text within body text.

Do not use italics.

Left-aligned text throughout the brand communications.

Secondary typeface

Due to the unavailability of adding custom fonts to Google Workspace, Poppins is the designated alternative for the brand’s communications on Google Workspace for Google Docs, Sheets, Slides, Sites, etc.

Extra Bold weight to be used for section headlines.

Demi Bold weight to be used for smaller headlines within a section.

Medium weight to be used for body text.

Bold weight to be used to emphasize text within body text.

Do not use italics.

Left-aligned text throughout the brand communications.

Iconography

Icons

Icons represent ideas, objects, or actions. They can communicate messages at a glance, afford interactivity, and draw attention to important information. Use icons for small-scale usage as symbols paired with text to enhance understanding and visual appeal.

Pictograms

Pictograms are used as primary visuals, especially in presentations and other marketing communications. They serve as large-scale illustrations that effectively convey complex ideas and themes, making them ideal for prominent visual storytelling.

Illustrations

Illustrations are multi-colored visuals that can be used as elements with photography. They are effective for complex materials, providing a vibrant and engaging way to present information. The colors in illustrations are interchangeable, allowing for flexibility in design and ensuring they complement various contexts and styles.