Brand manual

Design system #

Logotype #

  • White background, grey border

    White background, grey border

  • Green background, no border

    Green background, no border

  • Product placeholder

    Product placeholder

Official brand colors #

  • R 120
    G 190
    B 32

    Dr.Max green
    #78BE20

  • R 228
    G 1
    B 44

    Dr.Max red
    #E4012C

  • R 240
    G 240
    B 240

    Dr.Max pale grey
    #F0F0F0

  • R 220
    G 220
    B 220

    Dr.Max light grey
    #DCDCDC

  • R 167
    G 168
    B 170

    Dr.Max grey
    #A7A8AA

  • R 120
    G 120
    B 120

    Dr.Max dark grey
    #787878

  • R 80
    G 80
    B 80

    Dr.Max state grey
    #505050

Web and mobile complementary colors #

  • R 255
    G 255
    B 255

    White
    #FFFFFF

  • R 250
    G 250
    B 250

    Chalk white
    #FBFBFB

  • R 0
    G 0
    B 0

    Black
    #000000

  • R 225
    G 240
    B 205

    Light green
    #E1F0CD

  • R 75
    G 170
    B 40

    Green
    #4BAA28

  • R 60
    G 140
    B 30

    Dark green
    #3C911E

  • R 225
    G 235
    B 245

    Light blue
    #E1EBF5

  • R 0
    G 120
    B 190

    Hyperlink blue
    #0078BE

  • R 255
    G 225
    B 220

    Light red
    #FFE1DC

  • R 175
    G 0
    B 35

    Dark red
    #AF0023

Icons #

  • 3za2

  • Chat

  • Success, ok

  • Chevron

  • Close, nok

  • Download

  • Pharmacy

  • 1+1

  • 3 za 2

  • 5+25

  • Advisory

  • Alert

  • Asteriks

  • Bag

  • Basket-goods

  • Basket

  • Mobile

  • Tel

  • Mail

  • Maintenance

  • Minus

  • Plus

  • E-prescription

  • Coupon

  • Discount

  • External

  • Eye

  • Facebook

  • Favorite

  • Gift-simple

  • Gift

  • Github

  • Hamburger

  • Heart-empty

  • Heart

  • Help

  • Info

  • Link

  • Location

  • Lock

  • Loyalty-card-empty

  • Loyalty-card

  • Drmax-baby

  • Drmax-dermo

  • Dermo-consultant

  • Dermo-measurement

  • Drmax-dia

  • Drmax-veterina

  • Pharmacy-cross-hi

  • Pharmacy-cross

  • Pharmacy

  • Print

  • Question

  • Search

  • Security

  • Sort

  • Specify

  • Star-empty

  • Star

  • News

  • Transport-free

  • Transport

  • Trash

  • User

  • Zoom

  • Chevron left

  • Clock

  • Nok

  • Ok

Map pins #

  • Pharmacy

    Pharmacy

  • Selected pharmacy

    Selected pharmacy

  • Closed or unavailable pharmacy

    Closed or unavailable pharmacy

Icon can change its color based on color css property from css or one of our theme colors.

Example of clean svg icon

Marketing specifics #

  • Discount label

  • Gift-simple label

  • 3 for price of 2 label

  • 1 plus 1 in adition label

  • Free delivery shipping

  • Loyalty card

  • Loyalty card render

    Loyalty card render

  • Action price discount

    Action price discount

  • Nonprofit brand

    Nonprofit brand

  • The best brand awards

    The best brand award

    • Discount -10%
    Nonprofit brand

    Product tags

  • Dr.Max Dermo (beauty)

  • Dr.Max DIA

  • Dr.Max Baby

Fonts #

Tag Font family Font weight Font size Line height
H1 Proxima Nova Medium 33px 133%
H2 Proxima Nova Regular 22px 133%
H3 Proxima Nova Regular 18px 133%
H4 Proxima Nova Regular 16px 133%
H5 Proxima Nova Regular 14px 133%
H6 Proxima Nova Regular 12px 133%
Lead Proxima Nova Regular 20px 133%
Default Proxima Nova Regular 15px 133%
Small Proxima Nova Regular 12px 133%

Proxima Nova light (300) Proxima Nova regular (400) Proxima Nova medium (500) Proxima Nova semibold (600) Proxima Nova bold (700)

Communication #

Tone of voice is a central part of Dr.Max’s customer experience, reflecting our brand personality and the value we place on good customer relationships. Here are a few simple rules to follow when writing copy for Dr.Max communications:

Be straightforward
Straightforward means plain-spoken, direct and clearly-signposted. Avoiding jargon and long-windedness. Ruthlessly paring down our communications, so every word counts. (But taking care not to lose our humanity in the process).

Be warm and reassuring
We value each customer as an individual and are personally invested in their wellbeing. The tone needs to emphasize care, concern and approachability whilst reminding customers that they are in the safe hands of our team of experts. Our copy should reflect our commitment to the health and wellbeing of our customers. In order to achieve this, our copy needs to express optimism and reassurance whilst making every customer feel confident that we are focused on meeting their needs.

Writing Dr.Max in copy
When writing Dr.Max in copy it should always be in title case without a space between Dr. and Max. So Dr.Max NOT Dr. Max or Dr Max.