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Mediware Brand Standards

Establishing our image has taken innovation and dedication, and perseverance is required to maintain our brand and never depart from its core qualities. The more consistent we are, the more influence our brand and its message convey. Therefore, we have established brand guidelines to ensure that the principles of the Mediware message remain consistent, so that all who share it—from employees to partners and potential clients around the world—will clearly perceive that we are the providers of safe, effective and reliable technology to assist our customers’ healthcare endeavors.



The Mediware corporate logo consists of two primary elements:

  • The circular icon
  • The word-mark “Mediware” in Open Sans

The corporate logo is our primary face to the market. This logo is used as a standard for the following elements of communication:

  • Business cards
  • Letterhead
  • Envelopes
  • Fax cover pages
  • Sales kits
  • Brochures and mailings
  • Electronic newsletters and blasts

The master Mediware logo should be used across all Mediware communications. The master logo is the visual foundation of the Mediware brand. No alterations should be made to the icon, master logo or the word mark. Always use approved electronic artwork. Please refer to the Mediware Brand Guide for more detailed information and instructions.



As with graphical elements, our typography reflects the dynamic yet approachable personality of the Mediware brand. The preferred font for all communications is Open Sans. This typeface is to be used when producing all Mediware communications materials in print and, where possible, on the web. Calibri can be substituted for Open Sans in email communications where the preferred fonts are not available. All the variations of Open Sans (Light, Semi-bold, Bold, and their italic versions) may be used for captions, labels and other specialized purposes to contrast the regular body text.


Typography in UI Design

For UI design Roboto is the preferred font. This sans serif font allows for high contrast and readablity.

All the variations of Roboto (Light, Regular, Medium, Bold, and their italic versions) may be used for captions, labels and other specialized purposes to contrast the regular body text.

Where Roboto is not available, Noto, Calibri and Arial may be used. Any replacement of a font should ALWAYS use a sans serif.



Color, like typefaces, plays an important role in reinforcing the brand identity. The Mediware color palette was carefully selected to give a cohesive identity to everything we produce from printed marketing materials to the software we sell. 

Colors should not be segmented by service line or used to create sub identities within the brand. Do not use colors other than those in the defined Mediware color palette. Colors in the palette should never be combined to create new colors.

The use of orange and red are intended for web and user interface use ONLY.

Using the Material Pallet for UI Design

Google’s Material Guide allows for an expanded pallet beyond the Mediware pallet here. Feel free to use this expanded pallet when more colors are needed for a specific product or use. The Mediware pallet should still be used as the backbone of any color scheme.


User Interface Design Suggestions

Mediware maintains a full icon set for use on-line, in printed materials and in product user interfaces.

This icon set is based on the Google Material collection for ease of use in web applications and emails. These icons should only appear using the Mediware pallet.

When in doubt, please refer to the Google Material design guide (

Grey 400
Corporate Grey
Grey 700
Text Grey
Blue Grey 900
Blue 900
Mediware Blue
Light Blue 600
Medium Blue
Light Blue 200
Light blue
Light Green 400
Light Green 700
Dark Lime
Deep Orange 400
Action Orange
Red 600
Error Red
Cool Gray 4 C
Cool Gray 9 C
433 C
5463 U
301 C
2186 U
2171 C
2171 U
2905 C
2905 U
367 C
367 U
7737 C
369 U
2026 C
165 U
179 C
2035 U
0, 0, 0, 26
0, 0, 0, 62
32, 11, 0, 78
100, 53, 4, 19
99, 32, 0, 10
48, 15, 0, 2
24, 0, 50, 20
35, 0, 65, 38
0, 56, 74, 0
0, 75, 77, 10
0, 75, 135

Written Style Guide


With multiple divisions and offices around the world, it’s important for Mediware to establish and maintain a uniform style and voice, so our messaging is consistent across all brands and all types of communication.


The primary objective of any type of communication is to impart information, so be sure that your messages are clear and understandable.

Voice and Tone

A professional yet friendly tone best suits the personality we want to convey in the healthcare and related markets we serve. These tips can help achieve that tone.

  • Speak from the positive perspective rather than the negative. In other words, describe what we accomplish rather than what we prevent. For example, “Our products keep patients safe” (positive) is typically preferable to “Our products avoid human error” (negative).
  • Write in active voice as much as is feasible, but include some passive sentences as needed for variety and clarity. These two examples below illustrate the difference between active and passive, and more details about active and passive voice can be found here:

Corporate Product Lines and Registration Marks

Utilize official product names and registration marks on first reference. For guidance, go to the Trademarks tab on the Mediware intranet.

Additional Details

Follow these additional guidelines to ensure that you communicate in a way that represents the Mediware brand. Our personality is an important part of our brand identity, so applying these suggestions will ensure your communications best convey our corporate attributes.

  • Keep your audience in mind. Think about the types of people likely to read what you are writing, and craft your message to that audience.
  • Focus on what the reader wants to know rather than what you want to communicate.
  • Write simply and directly. Avoid jargon, slang and idiomatic expressions.
  • Use a conversational style, but avoid being overly casual.
  • Use first and second person. Avoid referring to customers in third person. It is much more impacting to say, “Mediware developed this with you in mind,” instead of “Mediware developed this for our customers.”
  • Avoid technobabble. Your goal is to be understood, so focus on the features and benefits of the technology while bearing in mind that end users are not always tech savvy.
  • Spell out acronyms and initialisms on first usage with the acronym or initialism in parentheses immediately following, such as: Centers for Medicare and Medicaid Services (CMS)

Usage Note

Many images and illustrations designed or modified from Other images posted from Adobe Stock, ThinkStock, iStock, or with the express permission of the people represented in the images.

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