Brand kit · Concept BThe front pageRapid City, S.D.
A field guide to the brand
Plain-spoken, a little witty, built to be read. A small-town paper that happens to care about your hips.
01 · Masthead & marks
Solutions
CHIROPRACTIC PLUS
A field guide to feeling like yourself again
Primary masthead: the mark, condensed caps and the tagline, closed with a double rule
The seal: stickers, merch, social avatar
SOLUTIONS
CHIROPRACTIC PLUS
Reversed
The masthead is always set in Roboto Condensed 800, all caps. Keep the dandelion to the left. The script “Solutions” from the old logo is retired from the masthead and survives as Dr. Wendy’s signature.
02 · Ink & paperElementor Global Colors
INK · #0E3A5C
All text, rules, mastheads.
NEWSPRINT · #F5F6EF
The page.
CALL BLUE · #187ABF
Phone buttons and links.
KICKER GREEN · #3D6B1F
Section labels, drop caps.
LOGO GREEN · #7AC143
The mark only.
COUPON · #E8F2E2
Anything to clip or act on.
RULE · #C9CBC3
Hairlines between items.
03 · Type: the headline stack
KICKER · ROBOTO CONDENSED 700, CAPS
Headline · Roboto Condensed 800
Dek · Literata italic. One sentence that tells her why to keep reading.
Body · Literata 400 at 20px, line height 1.65. Literata was drawn for long reading on screens, which is exactly what this reader is doing. Open every lead story with a green drop cap.
ELEMENTOR GLOBAL FONTS
Primary
Roboto Condensed 800
Roboto Condensed 800
Secondary
Roboto Condensed 700
Roboto Condensed 700
Text
Literata 400
Literata 400
Accent
Italianno (signature only)
Italianno (signature only)
Dr. Wendy
The script appears once per page: signing the Ask Dr. Wendy column. Never bold, never for anything she didn’t write.
Sizes: masthead 132 / 60 mobile · lead headline 104 / 54 · section heads 64 / 44 · body 20 / 19.
04 · Page furniture
✂ CLIP & CALL
Good for one first visit
With someone who listens.
The coupon. Dashed green border, scissors label. Only for things she can act on: the symptom checklist, offers, “bring this to your visit.”
Lost: a full night’s sleep
Last seen around age 50. Reward offered.
Nutrition · Counseling →
The classified. How services are listed. Formula: LOST / WANTED / FOR TRADE / FREE + a real-life problem + one line of wit + the service as the link.
Dear Dr. Wendy, do I have to get my neck cracked?
— NERVOUS IN BOX ELDER
No. There are gentle options, and nothing happens without your okay.
The letter. FAQs become letters signed with a Black Hills town. Answers are short and in Dr. Wendy’s voice (she approves every one).
Photos run square-cornered, full column width, always with a caption that names who and where.
Double rule: under the masthead and above the footer only.
Heavy rule: under every section head.
Hairline: between items in a list.
Buttons: blue, square-ish (6px corners), the phone number written out.
05 · Voice: write it like the paper
Headlines report. Body copy reassures.
Headlines are deadpan local news about real problems. The story underneath is warm, specific and ends with one small step: a phone call.
Local woman not imagining it
Area hip reports first full night’s sleep since March
Grandkids’ floor-time record broken
Skip: fake news events, invented patient stories presented as real, anything that pokes fun at a patient.
06 · In use
INSTAGRAM POSTRAPID CITY
Local woman not imagining it
Labs “normal.” Hips disagree. Clinic says: bring your list.
SOLUTIONS CHIROPRACTIC PLUS(605) 348-2116
MERCH (PRINTIFY)
SOLUTIONS
WELL ADJUSTED SINCE 2015
Heather tee, ink masthead. Pairs with the seal as a back print.
APPOINTMENT CARD
✂ CLIP & KEEP
Your next visit
DAY ________ TIME ________
WITH ____________________
WITH ____________________
Solutions Chiropractic Plus · 405 E Omaha St, Suite D · (605) 348-2116