01
Precise
Numbers, units and conditions. "Two business days from clearance," not "fast."
Brand standard SRX-BRD-001.
How StandardRx looks, sounds and measures itself. The rule behind every choice here is the same one behind the pharmacy: state the target, keep the tolerance tight, and leave a record.
Document controlRev. A
- Owner
- Brand & design
- Status
- Exploration
- Applies to
- Web, print, packaging
- Assets
- assets/logo-*.svg
§ 08.1The idea
Named after the thing everything is measured against.
Reference standard
The characterized USP material every potency assay is calibrated against. It isn't a claim of quality. It's where quality gets measured from.
Weights & measures
The kilogram cylinder, national standards labs, and calibration certificates: a chain of trust you can trace link by link.
The spec sheet
§ numbering, document IDs, revisions and tolerances. The brand borrows the look of documents people rely on.
Primary line
The standard for compounded medicine.
Secondary lines
- Every unit weighed against the standard.
- Measured against the standard.
- The tolerance is written down first.
- A pharmacy should be the reference, not the variable.
§ 08.2Logo
A datum line, an index at zero.
The mark is a reference block: a blue square holding a calibrated scale, with end stops and a single index that sits exactly on the datum. It's a reading of zero deviation. The wordmark sets "Standard" in Inter Tight Semibold, and "Rx" sits in a hairline tab like a stamp on a spec sheet.
Primary lockuplogo-primary.svg
Stackedlogo-stacked.svg
Mark onlylogo-mark.svg
Wordmarklogo-wordmark.svg
Reversedlogo-reversed.svg
On bluelogo-on-blue.svg
Mono, inklogo-mono.svg
Mono, reversedlogo-mono-reversed.svg
Mark, inklogo-mark-mono.svg
Faviconfavicon.svg · 16/32/48
Construction
FIG. 3 · Mark construction1u = mark width / 40
§ 08.3Clear space & minimum size
Give it the tolerance it asks for.
x
x
Clear space = xx = height of the mark's index (15 u)
Lockup · min 96 px / 25 mm wideMark · min 16 px / 5 mmWordmark · min 72 px / 18 mmMinimum sizesBelow these, use the mark alone
§ 08.4Misuse
Out of tolerance.
Don't stretch or squash the lockup.
Don't recolor outside the palette.
Don't rotate; the datum is always level.
Don't add shadows, glows or effects.
Don't place on busy or clashing grounds.
Standard RxDon't retype the wordmark or drop the tab.
§ 08.5Color
White ground, ink, and one blue.
Standard Blue is the only accent color. It marks the datum: the target line, the active state, the one action on the page. Status colors appear only in data, never as decoration.
Aa 6.3:1 on whiteACCENT
Standard Blue
#0047FF · RGB 0 71 255
Pantone ref. 2728 C (approx.)
Pantone ref. 2728 C (approx.)
Datum lines, links, primary buttons, the mark. Keep it to about 8% of any surface.
Aa 19.2:1TEXT
Reference Ink
#0A0F1A · RGB 10 15 26
Headlines, the wordmark, dark bands and code.
Ground70%
Paper
#FFFFFF · RGB 255 255 255
The default ground. Generous and quiet, like a lab report.
9.2:1
Graphite
#3F4955
Body text
Body text
5.4:1
Steel
#5F6B78
Secondary text
Secondary text
Rule
Hairline
#E3E8EE
1px rules
1px rules
Off
Bench
#F6F8FA
Alt. bands
Alt. bands
5.6:1
Blue Wash
#EEF2FF
Tolerance band
Tolerance band
on ink 5.1:1
Blue on Dark
#4D7BFF
Accent on ink
Accent on ink
In tolerance5.4:1
Pass
#0B7A4B · wash #E6F4EC
Hold / illustrative5.4:1
Hold
#9A5B00 · wash #FBF1DF
Out of tolerance5.6:1
Fail
#C42B2B · wash #FCEBEA
Proportion by surface area
Paper 70 · Ink 15 · Bench 5 · Graphite 5 · Blue ≤ 8 (never the majority)
§ 08.6Typography
Three faces, each with one job.
Display
Inter Tight
Semibold 600. Headlines and the wordmark, set with tight but even tracking.
Text
Inter
Regular 400 / Medium 500. Body copy, UI and forms, at 15–19 px.
Data
Plex Mono
IBM Plex Mono 400/500. Spec numbers, lots, tolerances, § labels and code.
Display / H1Inter Tight 600
80 / 1.02 · −0.028em
80 / 1.02 · −0.028em
Measured against the standard.
H2Inter Tight 600
48 / 1.08 · −0.021em
48 / 1.08 · −0.021em
The tolerance is written down first.
H3Inter Tight 600
21 / 1.2
21 / 1.2
Pharmacist release, every batch
LedeInter 400
19 / 1.55
19 / 1.55
Every unit is weighed against its target, inspected, and released by a pharmacist.
BodyInter 400
16 / 1.6
16 / 1.6
New formulas without completed stability data receive conservative dating under the applicable USP defaults.
LabelPlex Mono 500
12 / caps · +0.06em
12 / caps · +0.06em
§ 04Release panel
DataPlex Mono 400
13 / tabular, slashed zero
13 / tabular, slashed zero
LOT L2611-0482 · 8.920 g ±0.5% · Δ +0.08% · 0123456789
§ 08.7Graphic motifs
Every graphic is a measurement.
Calibration rulerMinor 16 px · major 80 px
Datum line2 px blue, end stops 8 px
Tolerance bandTarget, ± limits, one dot per unit
§ 02.4Section labelSRX-SPEC-0142 · Rev. C±0.5% of targetIllustrative
§ labels, doc IDs, tagsAlways Plex Mono
§ 08.8Iconography
Drawn on the same grid as the mark.
24 px grid, 1.75 px stroke, square caps and mitred joins. No fills except the index. Icons are drawn like diagrams, not illustrations.
vial
capsule
balance
datum
pump
record
release
package
ship
cold chain
api
pharmacist
§ 08.9Voice & tone
Write like a spec sheet that's kind to its reader.
02
Calm
No exclamation marks and no urgency. Confidence comes from the evidence.
03
Checkable
Every claim points to a record someone can inspect. If it can't be checked, don't say it.
04
Plain
Define every term of art the first time: BUD, COA, 503A. No wellness language.
✓ Write
Every unit is weighed against a stated tolerance before release.
✕ Not
The highest quality compounds, with zero errors.
Describe the method, which can be verified. Superlatives can't.
✓ Write
Two business days is our ship target, and you'll see every miss.
✕ Not
Guaranteed next-day delivery, every time.
Targets are targets. Report them honestly.
✓ Write
A pharmacist reviews strengths outside the documented range.
✕ Not
Unlock your optimal hormones, your way.
We're a pharmacy, not a lifestyle brand.
§ 08.10Applications
The system in use.
Vial labelIllustrative · 2.75 × 1.5 in
Mailer boxBlue lid, white body
[Name], PharmD
Pharmacist-in-Charge
rx@standardrx.com · San Francisco Bay Area
Business card3.5 × 2 in · front / back
[Name]
Partnerships · StandardRx
partners@standardrx.com
The standard for compounded medicine.§ 01 · SRX±0.5%
Every unit weighed against the standard.
±0.5%Email signature & social tile1080 × 1080 tile