the eye centre
Brand Guidelines
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The Eye Centre · Confidential

Brand Guidelines

The Eye Centre · Visual Identity System · 2025

Colour Palette

The Eye Centre's palette is built around a signature teal. Always use these exact values across all applications.

Primary
Dark
Mid
Tint
Forest
Slate
Mist
Off White
Teal Primary
#2AAA8A
R42 G170 B138
Teal Dark
#1D8A6F
R29 G138 B111
Teal Mid
#5DCAA5
R93 G202 B165
Teal Tint
#E1F5EE
R225 G245 B238
Deep Forest
#1A2420
R26 G36 B32
Slate
#4A5550
R74 G85 B80
Mist
#CCD9D4
R204 G217 B212
Off White
#F7F9F8
R247 G249 B248

Typography

Two typefaces only. DM Serif Display for headings and brand voice. DM Sans for all body copy, UI, and captions.

Display — DM Serif Display · Headings, logo wordmark, key messaging
the eye centre
Clarity. Care. Vision.
Same-day glasses. Expert care.
Body — DM Sans · All body copy, captions, UI labels
Light 300 — Supporting copy and captions, secondary information
Regular 400 — Body copy, descriptions, general text throughout
Medium 500 — Labels, buttons, navigation items, bold UI text
Semibold 600 — Key callouts, pricing, important emphasis
Type scale
H1 — 32px Display
H2 — 24px Display
H3 — 18px Display
Body — 16px Sans Regular
Caption — 14px Sans Light
Label — 11px Sans Medium
Sample copy
See the world clearly.
At The Eye Centre, we combine expert optical care with same-day service — because your vision shouldn't wait. Walk in, walk out seeing better.
Book your eye test today →

Logo Usage Rules

Follow these rules to keep the brand consistent and professional across every touchpoint.

Do

Use the teal circle with white spectacles as the primary brand mark on all touchpoints

Don't

Place the logo on busy photographic backgrounds without a clear exclusion zone

Do

Maintain clear space equal to the height of the circle on all four sides at minimum

Don't

Stretch, skew, rotate, recolour, or apply effects to any part of the logo

Do

Use the fully white reversed version when placing on the teal primary background

Don't

Use the icon mark below 24px rendered size — it loses legibility at very small sizes

Do

Use DM Serif Display for the wordmark only — never substitute with other typefaces

Don't

Place the wordmark without the icon mark except where space constraints require it

Minimum sizes

24px min
icon only
the eye centre
40px min
full lockup
the eye centre
64px recommended
print & digital

Instagram

Instagram supports multiple formats. Maintain brand colours and always include the logo mark.

Facebook

Facebook requires both square and landscape formats depending on placement.

X / Twitter

X uses square profile images and wide banner headers.

LinkedIn

LinkedIn is professional-first. Use clean, on-brand layouts with the wordmark visible.

YouTube

YouTube requires wide-format art. Channel art must work across desktop, TV, and mobile crops.

TikTok

TikTok is vertical-first. All content should be optimised for 9:16 portrait format.

WhatsApp Business

WhatsApp Business profile and status assets for direct customer communication.

Google Business Profile

Google Business assets for local search visibility and Google Maps presence.

Download All Assets

Download individual files or complete platform packs as SVG and PNG.

🎨

Logo Pack — SVG

All logo variants in scalable vector format

🖼️

Logo Pack — PNG

High-res PNG files at 2× resolution

📱

Instagram Pack

Profile, square, portrait, story, landscape

📘

Facebook Pack

Profile, cover, post, story, event

▶️

YouTube Pack

Profile, channel art, thumbnail, short

💼

LinkedIn Pack

Logo, cover, shared post, square

📦 Complete Brand Pack
Every logo variant and all social media formats across all 8 platforms. Choose your format below.
All assets use Bootstrap Icons eyeglasses (MIT License). Logo icon © The Eye Centre 2025. Fonts: DM Serif Display & DM Sans via Google Fonts (Open Font License).