CAPO Health — Brand Manual

01 — The brand

Healthcare, connected.

CAPO Health connects a person with a genuinely licensed provider, online, with no waiting rooms. The brand has to sound like that: clinical but close, serious without hospital coldness.

Clinical firstEvery claim can be backed up. A provider decides — not an algorithm, not a marketing promise.

Honest by defaultWe say plainly that not everyone qualifies and that results vary. Honesty is the competitive advantage in this category.

FrictionlessEverything happens online, at the patient's pace. The brand must never look bureaucratic or intimidating.

The name

Capo means chief, captain, the one who leads. Applied to health it isn't dominance: it's taking charge of your own health, with a clinical team behind you. The blue wave crossing the wordmark is that guidance — the movement connecting the starting point to the destination.

02 — Logo

Primary version

This is the logo. Use it whenever there is room and a light background. Never retype it — always use the file.

Rule number one: the wordmark is outlined and carries its own adjustments. No typeface reproduces it exactly. Always use the official SVG or PNG — never set it again in a lookalike font.

03 — Anatomy

The four pieces

1
CAPO wordmark — extended geometric, in navy. It is the fixed element of the brand.
2
The wave — crosses the wordmark between the C and the P, in cyan. It lives inside the wordmark; the symbol is a separate piece.
3
HEALTH — widely letterspaced, in cyan. It is what turns CAPO into a health brand.
4
Tagline — “HEALTHCARE, CONNECTED.” in navy, between two rules. Optional: drop it when the size makes it illegible.

04 — Variants

One for every background

Always pick the one that guarantees contrast. When torn between two, the higher-contrast one wins.

PrimaryWhite or very light backgrounds. This is the default version.

Without taglineWhen the logo appears below 160 px wide.

ReverseOn navy or dark photography. The wave and HEALTH keep their cyan.

Navy monochromeOne-colour printing, stamps, legal documents, fax.

White monochromeOn cyan, on photography or on any saturated colour.

Cyan monochromeRestricted use: watermarks and very light backgrounds. Never for legal text.

05 — Lockups and symbol

When the horizontal doesn't fit

Built from the same outlines as the official logo, simply regrouped. The symbol is the C monogram CAPO delivered: two overlapping arcs that build the brand's initial.

VerticalTall formats: stories, side banners, packaging.

Horizontal with symbolWide headers, email signatures, sponsorships.

Symbol in colourThe default version. The three planes give the mark its depth.

Single-ink symbolEngraving, embroidery and one-colour printing: just the C, without the overlapping planes.

Navy badgeAvatars and app icons, where the crop is circular.

White badgeOn dark backgrounds or photography.

Reverse symbolThe C in white, with the arcs in cyan on navy.

Reverse horizontalHeaders and signatures on navy.

Why the C: the symbol has to be the letter the brand starts with. Even so, until CAPO has recognition it signs with the word: the horizontal or the vertical lockup. The monogram is reserved for favicons, avatars and app icons — where nothing else fits — and for watermarks and patterns.

The monogram is official CAPO artwork. It arrived as a PDF with the gradients rasterised, so it was rebuilt as clean vector and adjusted to the approved palette. The lockups are our proposal and remain subject to approval.

06 — Clear space and sizes

Let it breathe

Clear space equals the height of the O in the wordmark, applied on all four sides. Nothing enters that zone: no text, no other logo, no edge of the format, no graphic element.

Minimum sizes

Version	Digital	Print
Primary with tagline	200 px wide	45 mm
Without tagline	120 px wide	28 mm
Symbol	24 px	8 mm

Below 160 px wide the tagline stops being readable. That's where you switch to the version without it — never enlarge the tagline or tighten its letterspacing.

07 — Misuse

What breaks the brand

Every example here is real: these are the mistakes that show up most often once a logo starts circulating between teams.

Never distortAlways scale proportionally.

Never rotateThe logo always sits horizontal.

Never recolourOnly the variants in this manual.

Not on busy backgroundsUse the reverse version or a flat background.

No shadows or effectsNo bevel, no gradient, no outline.

Never lower the opacityIf it needs softening, use cyan monochrome.

Not the colour version on cyanThe navy disappears. Use white monochrome.

CAPO Health

Never retype itNo typeface reproduces the wordmark.

08 — Colour

Two colours make the brand

Two colours hold the brand together. The navy was adjusted from the original artwork so CAPO Health doesn't get confused with another house brand that used an almost identical blue. Everything else is support, and exists only so those two work.

Brand colours

CAPO Navy#3C5089 · rgb(60,80,137) · cmyk 78/62/0/15
Wordmark, headlines, body copy, contrast backgrounds.

CAPO Cyan#8FCDEE · rgb(143,205,238) · cmyk 40/8/0/0
The wave, HEALTH and accents. On light backgrounds it is not for text — use #18709F.

Navy scale

#141B2E

#212B4A

#2F3E6A

#3C5089 · MARCA

#637ABB

#9CAAD4

Cyan scale

#18709F

#2096D5

#52B2E5

#8FCDEE · MARCA

#BDE1F5

#E4F3FB

Neutrals and semantics

#0B1119

#5A6B80

#DCE4EC

#F5F8FB

#1E9E6A

#C98A16

#C0453C

Proportion

White / paper · 60%

Navy · 30%

Cyan · 10%

Cyan is an accent, not a background. Large cyan blocks saturate the brand and lower its clinical feel. As a rule: if cyan takes up more than a tenth of the piece, there is probably too much of it.

09 — Accessibility

Cyan is a colour, not a text colour

Contrast measured against WCAG 2.1. This isn't opinion — these are the numbers.

Combination	Ratio	Result	Where it can be used
Navy on white	7.78 : 1	AAA	Any text, any size
White on navy	7.78 : 1	AAA	Any text, any size
Cyan #E4F3FB on navy	6.93 : 1	AA	Small text on navy backgrounds
Cyan #BDE1F5 on navy	5.71 : 1	AA	Secondary text and links on navy
Grey #5A6B80 on white	5.46 : 1	AA	Secondary text and descriptions
Text cyan #18709F on white	5.39 : 1	AA	The blue that actually reads on light backgrounds
Brand cyan on navy	4.49 : 1	AA large	Headlines and figures on navy. Not small text
Navy on brand cyan	4.49 : 1	AA large	Buttons with navy text on cyan
Brand cyan on white	1.73 : 1	Fails	Graphic elements and the logo only. Never text
White on brand cyan	1.73 : 1	Fails	Graphic elements only. Never text

What this means in practice: the brand cyan is a light, decorative colour. On white it never carries text on top of it and is never used as a text colour: that is what #18709F is for, and it reads as the same blue. Cyan buttons carry navy text. On navy, the brand cyan works for headlines, not for small text. The logo is exempt — WCAG does not apply to logotypes.

10 — Typography

Poppins and Inter

The wordmark is unique and comes outlined. For everything else, two free Google Fonts families that match its geometry.

Poppins

Geometric, with an almost circular O. It is the closest match to the wordmark. Headlines, figures and brand elements.

Light 300Regular 400Medium 500SemiBold 600

Inter

High legibility at small sizes, tabular figures, excellent screen rendering. All body copy, forms and clinical data.

Regular 400Medium 500SemiBold 600

Type scale

Display · 60/1.05Healthcare, connected.

H1 · 44/1.1Physician-guided care

H2 · 30/1.2How it works

H3 · 20/1.35Talk to a provider

Body · 16/1.7A licensed provider reviews your health history online.

Small · 13/1.6Individual results vary. Not everyone qualifies.

Eyebrow · 11/1Treatment options

Brand letterspacing: eyebrows and labels use letter-spacing: .22em in uppercase, echoing the rhythm of HEALTH in the logo. It is the typographic gesture that identifies CAPO most, after the logo itself.

11 — Voice and tone

Clinical, direct, no promises

Do

“A licensed provider reviews your case and decides whether treatment is appropriate.”

“Not everyone qualifies.”

“Individual results vary.”

“If it isn't right for you, we'll tell you and explain why.”

“Your provider confirms the final price after the review.”

Don't

“Lose 20 lb in 3 months.” — a promised number

“The same medication as Ozempic®.” — false and risky

“FDA approved.” — compounded drugs are not

“Guaranteed.” — nothing is

“No prescription / no consultation needed.” — contradicts the model

Writing rule: if a doctor wouldn't sign the sentence, it doesn't get published. In this category honesty isn't a compliance brake — it's the sales argument.

12 — Applications

The brand in use

Profiles and favicon

Social avatarThe badge with the monogram, never the horizontal logo: it becomes illegible in a circular crop.

capo-health.pages.dev

CAPO Health — Healthcare, connected.

FaviconThe monogram at 32 px. At 16 px the planes are lost — use the single-ink version.

Stationery

First Last

Title · CAPO Health
email · phone

Card — light sideLogo without tagline top left, details below.

HEALTHCARE, CONNECTED.

Card — reverseSolid navy, reverse logo, the tagline as the only text.

Digital

How it worksTreatments Start visit

PHYSICIAN-GUIDED WEIGHT CARE

Healthcare,
connected.

WebLogo without tagline in the bar at 112 px. Eyebrow in cyan with the brand letterspacing.

Your clinical review
is ready.

Sign in to the secure portal to see the plan your provider prepared.

View my plan

EmailNavy background, reverse logo, cyan button with navy text — the only combination that passes contrast.

13 — Compliance

What is not negotiable

CAPO Health operates in GLP-1 telehealth in the United States. These lines travel with the brand on every public piece. They are not decorative legal text — they are the condition for being able to publish at all.

Element	Obligation
Prescription	Only after review by an independent licensed provider. Always state that not everyone qualifies and that nothing is guaranteed.
Compounded drugs	“Compounded, not approved by the FDA.” Not equivalent to Ozempic®, Wegovy®, Mounjaro® or Zepbound®. No affiliation with Novo Nordisk or Eli Lilly.
Results	“Individual results vary” repeated. Weight figures always labelled illustrative and sourced from published literature, never from CAPO patients.
Pricing	A disclaimer under every price: the provider confirms plan, dose and final price after the review.
Legal identity	“CAPO Health is not a pharmacy and does not practice medicine.” Pharmacies and medical group named with their licences.
States	44 asynchronous + 7 requiring a synchronous consultation (DC, KS, LA, MS, NM, RI, WV). Verify before every campaign.
Data	No PHI on public surfaces. Intake lives in the HIPAA portal.
Footer	Terms · Privacy · HIPAA Notice · Telehealth Consent · State Availability · Refund.

Outstanding before any real publication: legal name and registered address, licensed dispensing pharmacies, medical group, LegitScript / NABP / PCAB credentials, final pricing, the intake URL and the six policy documents. Until those land, everything stays noindex.

14 — Files

What to use and when

The package ships with every version in SVG and in PNG at 2400 px with a transparent background. The SVG is the source of truth; the PNGs are exports.

logo-capo-health-ORIGINAL.svgArtwork exactly as delivered. Never edited — this is the master.

principal.svgFull version cropped to its content. The everyday one.

principal-sin-tagline.svgFor medium sizes and navigation bars.

reverse.svg On navy or dark backgrounds.

mono-navy.svg · mono-blanco.svg · mono-cyan.svgSingle ink.

lockup-vertical.svg · lockup-horizontal.svgAlternative compositions with the symbol.

isotipo.svg · isotipo-mono-navy.svgThe client's monogram. Single ink below 24 px.

badge-navy.svg · badge-blanco.svgCircular crop: avatars and app icons.

For design work in Illustrator: open the SVG directly. The outlines are already vectorised with the brand colours applied — no font installation needed.

Live links

Landing page	capo-health.pages.dev — with `noindex`
This manual	Updated with every brand version. Version 1.0.

CAPO Health · Brand manual v1.0 · 7 September 2026 · Prepared by ONCE ONCE Agency.