One brand. One voice.
The official identity reference for everyone making things for KCare — design vendors, printers, social media partners, our internal team. Use it to keep every piece of communication consistent.
How KCare sounds.
Three principles guide every headline, photo and button. When in doubt, come back to these.
Clear over clever
A patient in pain doesn't want poetry. Say what it is, who it's for, what to do next. Short sentences. Real words.
Warm, not casual
We are doctors, not friends — but we are friendly doctors. Respectful, calm, never shouty. No exclamation marks in clinical copy.
Bilingual by default
Every public piece gets a Hindi and an English line. Hindi leads for emotional messages; English leads for clinical specs.
Approved taglines
Compassion. Precision. Care.
Default short tagline. Use on business cards, signage, ads, social posts. Always with a period after each word.
Compassionate Care. Advanced Medicine. Trusted Always.
Long form. Use in letterheads, About page, brochures — when there is room for a fuller statement.
आपकी सेहत, हमारी प्राथमिकता
Hindi tagline for emotional / community-facing communications.
The KCare mark.
Two-part lockup — navy "K" and "CARE HOSPITAL" wordmark in teal, with red medical-cross accents. Use the full lockup by default. Use the K mark alone only when space is tight (app icon, favicon).
Variations
Clearspace & minimum size
Always one "x" of breathing room
"x" = the height of the "K". No type, icons, photos or graphics enter this zone — even brand-aligned ones.
Minimum size
120px wide on screen. 24mm wide in print. Below this, the wordmark loses legibility — use just the K mark.
Never do these
Don't rotate, stretch, recolor, or place on busy patterns. Always reproduce in its locked colors or full white reversed.
The official palette.
Deep Blue is the primary, Royal Blue is secondary, Teal Green is the accent, Red is reserved for emergencies. These are the only five brand colours — everything else is a neutral.
The locked five
Deep Blue family
Teal Green family
Neutrals
Usage ratio — 60 / 30 / 8 / 2
Poppins. Across everything.
Poppins is the official KCare typeface — logo wordmark, stationery, website, social posts. Mukta is the matching Devanagari companion for Hindi text. Both are free Google Fonts.
Pairing rules
English leads clinical
Service names, equipment specs, doctor qualifications — English first, Hindi underneath in a smaller size.
Hindi leads emotional
Campaign taglines, awareness messages, wishes — Hindi first in big type, English as secondary support.
Never mid-sentence mix
Don't write "Book an appointment आज ही". Stack the two translations on separate lines instead.
The corporate stationery system.
The full stationery set was finalized in May 2026. These are the locked, approved designs — match them exactly for any reprint or new order. Don't redesign; for new items, follow the design vocabulary in section 07.
Full system at a glance
Letterhead
Business card
Envelope
Patient file folder
File bag (patient take-home)
Print & production specs
Paper
Office: 100–120 GSM premium. Prescriptions: 90 GSM maplitho. Folders & cards: 300 GSM art card with matt lamination.
Printing
Offset for runs over 500 pcs. Digital for short runs. Color mode: CMYK. Finishing: matt lamination on cards and folders.
Premium touches
Spot UV on logo (folders/cards). Embossing on letterhead logo. Rounded corners on cards. Soft-touch lamination optional.
The five signature moves.
When you need to create new stationery or marketing (gate pass, ID card, signage, vehicle branding, hoarding, etc.) — match one of these five moves. Don't invent a new visual idea.
Use one of these on everything
- Wave flowNavy + teal flowing curves — the brand's hero element. Letterheads, file folders, file bags.
- Diagonal corner accentThree stacked diagonals (gray + navy + teal) in a corner. Letterheads, business cards.
- Top color bandSolid navy strip across the top, teal hairline below. HR letters, invoices, reports.
- Botanical accentSoft teal leaves — warm/empathetic contexts only. Welcome letters, sympathy cards.
- Arrow chevronBold navy + teal arrows pointing right. Confident communications, marketing, announcements.
- Tagline stripTeal band at bottom with tagline. Always include on outbound communications.
When to use what
Wave = warm + premium
Use when communicating about care, the team, or patient stories. The wave is the brand's emotional move — it should not appear on hard financial documents.
Bands = official
Top color bands are for transactional, formal pieces — invoices, HR letters, lab reports. They communicate "this is record-keeping."
Arrows = active
Arrows imply movement and direction — use for marketing pieces, announcements of new services, awareness campaigns, or anything action-oriented.
The data anyone designing for KCare needs.
Use these exact values on every printed and digital piece. Don't paraphrase the address or shorten the legal entity name on official documents.