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, and its A is where the symbol comes from.
2
The wave — crosses the wordmark between the C and the P, in cyan. It never leaves the wordmark except in the symbol, where it accompanies the A.
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 A of the wordmark — the letter the wave crosses, where the brand's gesture lives.

VerticalTall formats: stories, side banners, packaging.

Horizontal with symbolWide headers, email signatures, sponsorships.

Symbol — A with waveFrom 40 px upward. This is the complete version of the mark.

Symbol — A aloneBelow 40 px the wave clogs up. Use the clean A instead.

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

White badgeOn dark backgrounds or photography.

Reverse symbolThe A in white with the wave in cyan.

Reverse horizontalHeaders and signatures on navy.

Usage rule — until CAPO has recognition: the A on its own doesn't say “CAPO Health” to anyone yet. A symbol only works alone once the public already associates it with the brand, and that takes years. For now the brand signs with the word: the horizontal or the vertical lockup. The A is reserved for favicons, avatars and app icons — where nothing else fits — and for watermarks and patterns.

The symbol and the lockups are proposals, built from the outlines of the original artwork but not part of the initial delivery. They remain subject to approval before going into final material.

06 — Alternatives

Other options on the table

To decide together

The system on the previous pages is our recommendation, but it isn't the only route. These are three alternative directions, each with four variants, in case CAPO wants to take the brand somewhere else.

Option A — a different wave The wordmark stays exactly as it is and only the blue element changes: a rising ribbon, a circular orbit, a heartbeat arc or stacked waves. This is the gentlest change: the brand stays recognisable but gains a different gesture. The circular orbit is the one that would work best as a standalone mark.

Option B — a symbol of its own A letterless mark to sit alongside the wordmark: a ribbon crossing a circle, interlocking arcs, a pulse curve, or a C formed by a wave. It gives you a standalone icon from day one instead of waiting for the A to earn recognition. It needs a separate design budget.

Option C — a different composition Stacked with the mark above, horizontal with the mark to the left, a cyan underline replacing the wave, or the logo inside a circular badge. The first two are already built in vector from the official artwork — they are the lockups in section 05. The other two can be built the same way.

If you pick one These twelve pieces are direction sketches, generated with AI on top of the real logo so they could be seen quickly. They are for deciding which way to go, not for production. Once a direction is chosen, it gets redrawn in vector with the official palette (#1F2C50 / #37A1DB) and the real wordmark, and enters this manual as an approved variant with its files, its clear space and its minimum sizes — exactly like everything else here.

07 — 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.

08 — 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.

09 — Colour

Two colours make the brand

Navy and cyan come straight from the official artwork. Everything else is support, and exists only so those two work.

Brand colours

CAPO Navy#1F2C50 · rgb(31,44,80) · cmyk 96/85/38/32 · Pantone 2767 C approx.
Wordmark, headlines, body copy, contrast backgrounds.

CAPO Cyan#37A1DB · rgb(55,161,219) · cmyk 71/25/0/0 · Pantone 2925 C approx.
The wave, HEALTH, accents, buttons, icons, links.

Navy scale

#131C33

#1F2C50

#2C3D6B

#3C5089

#5A6B80

Cyan scale

#1B7CB0

#37A1DB

#5FB6E4

#8FCDEE

#BFE2F5

#E6F4FC

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.

10 — Accessibility

Cyan doesn't work for small text

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	13.69 : 1	AAA	Any text, any size
White on navy	13.69 : 1	AAA	Any text, any size
Light cyan #8FCDEE on navy	7.91 : 1	AAA	Secondary text on dark backgrounds
Cyan on navy	4.75 : 1	AA	Normal text on navy. Not for thin grey
Navy on cyan	4.75 : 1	AA	Buttons with navy text on cyan
Grey #5A6B80 on white	5.46 : 1	AA	Secondary text and descriptions
Cyan on white	2.88 : 1	Fails	Graphic elements and the logo only. Never text
White on cyan	2.88 : 1	Fails	Graphic elements only. Never text

What this means in practice: cyan buttons carry navy text, not white. Links on light backgrounds go navy with a cyan underline, not pure cyan. The logo is exempt — WCAG does not apply to logotypes.

11 — 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.

12 — 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.

13 — Applications

The brand in use

Profiles and favicon

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

capo-health.pages.dev

CAPO Health — Healthcare, connected.

FaviconThe A with the wave at 32 px. At 16 px the wave disappears — use the A alone.

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.

14 — 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.

15 — 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-onda.svgThe A. Without the wave below 40 px, with it above.

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.