Midmark is the only clinical environmental design company that enables a better care experience at the point of care in medical, dental and animal health.
The stylized “M” of the “care” mark is a design expression of how we achieve better care by design. Made up of a series of interconnected and overlapping parts, the “care” mark shows how we are considerate of every aspect of care. The environment, the workflow, the patient, the provider — all are brought together by design. In choosing the colors and the heart shape that grounds the mark, we communicate that we are caring yet precise, organic yet grounded.
The “care” mark can be scaled up or down, depending on usage. As an icon, it reads well on the side of a product. As a mark paired with the Midmark name, it holds its own.
HARMONY
The mark is perfectly balanced, with two symmetrical sides.
CARE
The heart shape forms the core of the mark. It is both the central purpose and the driving force behind every decision.
FUTURE FOUNDATION
The tip of the heart is what grounds Midmark to its past. The strong lines of the “M,” point- ing upward, are what represent our future. One cannot exist without the other.
PARTNERSHIP
The shapes overlap to show the interconnectedness of care, both in terms of space and who’s using the space.
All communications should contain the logo and unless legibility is a factor, the tagline should be locked up with the logo. It should lay beneath the wordmark at the same distance as the “care” mark. The tagline should reach from the left side of the“m”to the right side of the “r.”
Although our logo uses a lowercase “m,” when writing about Midmark, we always capitalize the initial “M.” Likewise, although our tagline is set with no period at the end, when writing it out, standard punctuation should apply.
Extracting the “a” from the logo to use as a spatial guide will ensure our logo appears clean and clear in the context of most applications.
Exceptions
The care mark can be separated from the logo lockup only in designs where the logo is also prominent and in close proximity, i.e., letterhead and business cards.
On Products
The care mark can be embossed in a single color or, where legibility is not a factor, printed in four color.
In rare instances, the care mark can be used without any proximity to the Midmark logo. Applicable instances might be usage on equipment parts or as digital icons but should be judiciously limited.
Page headlines should be set in Nexa Bold. Color usage is dependent upon the design. Body copy should be set in Avenir Book for easier readablilty at smaller sizes. Body copy is always charcoal or white.
When Nexa and Avenir fonts are not available Century Gothic is the secondary option for use.
The new color palette consists of three primary colors: the red and blue of the outer edges of the logo and the deeper violet where the colors overlap.
Midmark Red
Life, energy, strength, determination
Midmark Blue
Trust, stability, confidence
Midmark Indigo
Creativity, wisdom, independence
5%
Our secondary color palette consists of black, grays and white.
In simplifying our primary color palette, we gain a depth of colors that complement each other, yet also create visual tension. In the monochromatic secondary palette, we give ourselves a modern and refreshing simplicity.
Our very clean and simple icons help users quickly find what they are looking for while adding a more scientific/methodical–yet friendly–design element to balance our highly emotive photography.
Some of our most commonly used global UI elements help provide a clear and understandable user experience as well as a clean, modern design.
Portraiture
To bring depth of emotional connection and care to all we do, we have a very deliberate photography style to make heroes out of our patients, caregivers and animal friends. From our own employee headshots to images of clinicians, physicians, patients and animals, we should always strive for photography that is authentic, premium and emotive.
Situational Environmental Photographs
These photographs are designed to show the environments and the people that Midmark solutions affect. Although they can illustrate the literal use of our products, systems and furniture, they can also emphasize workflow, real care moments and real-world clinical situations.
Isolated Product Photographs on Backgrounds
Our product photography style uses dramatic angles and close-ups, and striking, clean light chisels out our shapes, textures and form.
Placing the products on colored backgrounds brings a sense of design and intention that celebrates our design emphasis.
Detail Product Photography
When describing the design of Midmark products, detail photographs are necessary. It is essential to work with lighting to effectively produce shape, texture and form.
Simple Situational Environments with Products
To photograph products in their existing environments, select clean, well-lit environments that illustrate both current and modern interior design as well as products.
Design Principle #1: Harmony