Fundamentals.
Visuals.
Color.
Core colors.
At our core, we’re black and white minimalists. Timeless, classic, and pairs with everything.
Black
Hex
RGB
CYMK
#000000
0, 0, 0
0, 0, 0, 100
White
Hex
RGB
CYMK
#FFFFFF
255, 255, 255
0, 0, 0, 0
Dark gray
Hex
RGB
CYMK
#777777
119, 119, 119
0, 0, 0, 53
Light gray
Hex
RGB
CYMK
#EEEEEE
238, 238, 238
0, 0, 0, 7
Full-bleed
Hex
RGB
#0000001F
0, 0, 0, 12%
Gradient
#000000 at 48% to 0%
8px blur
Primary colors.
The core colors supported by our primary color palette. They are for both B2B and B2C use cases, across both print and digital media.
50
Hex
RGB
CYMK
#F6F2EE
246,242,238
0, 2, 3, 4
100
Hex
RGB
CYMK
#E7DACF
231, 218, 207
0, 6, 10, 9
125
Hex
RGB
CYMK
#B98E74
185, 142, 116
0, 23, 37, 27
150
Hex
RGB
CYMK
#8B5C46
139, 92, 70
0, 34, 50, 45
200
Hex
RGB
CYMK
#4E3027
78, 48, 39
0, 38, 50, 69
Accent colors.
For B2C use cases only, each device has its own accent color. They are never to be used together.
T-Shape 2
Hex
RGB
CYMK
#793125
121, 49, 37
0, 60, 69, 53
Neogen
Hex
RGB
CYMK
#AABFDF
170, 191, 223
24, 14, 0, 13
Do and do not’s.
We aim to meet or exceed World Wide Web Consortium’s Web Content Accessibility Guidelines (WCAG) 2.2 Level AA. Proper contrast and legibility are key, but so is consistent brand.
Do...
...default to black text on a white background.
Do...
...use device accents with core and primary colors.
Do...
...use white text over images and an overlay to ensure legibility.
Do not...
...combine colors that create a low contrast or are opposite on the color wheel.
Do not...
...use device accent colors together.
Do not...
...use old branding alongside refreshed branding.
Logos.
Artemis logo.
The Artemis logo should only ever be black or white, matching the color of the typography around it.
At a minimum, the logo should have a height of 16px for digital and 0.1875 inches for print.
Do not…
Add effects to the logo.
Change the color.
Distort or tilt the logo.
A R T E M I S . ®
Recreate the logo.
Use if pixelated or low quality.
Use the logo as a mask.
Icon logo.
In smaller logo spaces where the Artemis logo will either not fit or is too difficult to read, the icon logo should be used. Such as social media and email profile images, or the favicon for a website.
x Artemis.
The x Artemis wordmark is the connective tissue of the entire brand.
It connects our devices, programs, and events back to us, recentering the Artemis brand just as much as it acts as a seal of approval.
Device logos.
As a default, the vertical logos should be used, but in some cases, such as limited space, the horizontal logos can be used.
In some B2C instances, such as special printed collateral, the logo canbe the same color as its device accent, but it should never be a color from the primary palette.
T-Shape 2.
Neogen.
Extended logos.
Extended logo use for our events and programs, expanding as Artemis expands.
These follow the same rules as the Artemis logo; black and white with vertical and horizontal altneratives.
Typography.
For more information on size tokens, please see sizing and spacing.
GT Canon (Large)
Light, Light Italic
72px Desktop, 42px Mobile
1.05% Line height
Sentence case
Heading 1.
Should only be used once on a page or print project.
GT Canon (Large)
Light, Light Italic
42px Desktop, 30px Mobile
1.1% Line height
Sentence case
Heading 2.
Enduro
Bold
24px Desktop, 18px Mobile
1.25% Line height
Sentence case
Heading 3.
Enduro
Bold 18px
1.3% Line height
Sentence case
Heading 4.
Also for large buttons.
Enduro
Bold 14px
1.4% Line height
Sentence case
Heading 5.
Also for small buttons.
Enduro
Semi-light italics 14px
1.4% Line height
Sentence case
Heading 6.
Image captions, like B&As.
Enduro
Semi-light, Bold
18px Desktop, 16px Mobile
1.375% Line height
Sentence case
Body default, body default bold, and a link.
Sizing and spacing.
Digital tokens
These semantics should always be attached to variables and not hard coded, where possible.
- 4x-small: 4px
- 3x-small: 8px
- 2x-small: 12px
- x-small: 16px
- small: 24px
- medium: 36px
- large: 48px
- x-large: 64px
- 2x-large: 112px
- 3x-large: 300px
- 4x-large: 450px
Print tokens
All sizing should conform to American standards, e.g. using inches instead of centimeters or using US letter size instead of A4.
Tokens should be based off of inches and do not have semantics attached to them. Numbers should all be divisible by 1/16th (0.0625) of an inch, for example:
- 0.125 in.
- 0.1875 in.
- 0.25 in.
- 0.375 in.
- 0.5 in.
- Etc.
Copy.
Tone of voice.
Text
AI Usage.
AI Rules of engagement .
AI plays a growing role in how we draft and brief copy and creative. Used well, it gets us to a first draft faster and frees up time for the strategic and creative thinking that actually moves the brand forward. Used carelessly or without the human touch and it risks circulating homogenized, non-compliant, or off-brand assets.
Do’s and do not’s for copy and briefing.
Do.
- Ideate: Brainstorm headline, hook, and concept options, or research trends, competitors, and angles worth exploring.
- Draft: First-pass captions, emails, briefs, and outlines. Refining and final editing for TOV is required before anything is sent or published.
- Repurpose: Turn one piece of approved copy or creative asset into another length or format. Example: Paragraph > caption.
- Brief it like a person: Give it audience (B2B, B2C), objective, channel, and any already-approved proof points or product communication guides.
Do not.
- Clinical or compliance claims: Stats, FDA language, and treatment outcomes come only from an approved product messaging guide, never directly from AI.
- Testimonials: Never write in a partner’s or patient’s voice. If we don’t have the quote, we don’t have the quote.
- Translation: AI can produce a draft in another language, but a bilingual Artemizer must review it before it officially goes live.
- Published assets or graphics: Solely AI-generated visuals, graphics, or designs are ever published anywhere on social, web, or print. The same rule as our AI-generated images policy. This includes examples for our internal creative intake form and briefs.