VITAE BRAND SYSTEM

Direction

changes

everything.

A guide to expressing Vitae with clarity and care.

Click the image to download the logo files.

01 / ESSENCE

Our territory

Navigation

Most people move through healthcare without a clear direction.
Vitae changes that.

02 / STRATEGY

A system built around the journey.

  • Purpose

    To ensure no one moves through healthcare without direction.

  • Mission

    To guide patients through complex healthcare journeys with precision, empathy and world-class medical access.

  • Vision

    To become the most trusted Canadian gateway to life-changing healthcare in Brazil.

03 / Voice

A trusted guide
in a difficult moment.

Calm enough to reduce anxiety. Clear enough to create direction. Credible enough to inspire action.

01

Calm

Acknowledge uncertainty without amplifying fear.

02

Clear

Turn complex healthcare journeys into manageable steps.

03

Compassionate

Speak to a person, never to a medical case.

04

Confident

Communicate expertise and leadership without arrogance.

05

Responsible

Offer hope without guaranteeing medical outcomes.

“Calm, human guidance backed by professional confidence.”

Voice pillars

01

Clear
Direction

Help patients understand where they are, what matters now and what should happen next.

02

Personal
Guidance

Stay present, coordinating medical and practical details around each person.

03

Trusted
Access

Combine Canadian leadership, Brazilian medical excellence and global standards.

04 / Language

Words create
the path.

Every message should reduce uncertainty, make the next step visible and preserve medical responsibility.

Prefer Avoid

Guided healthcare journey

Medical tourism package

Carefully selected specialists

The best doctors in Brazil

A clear path forward

A guaranteed solution

Personal guidance and coordination

Premium travel service

Start your assessment

Buy now

Brazilian medical excellence

Affordable foreign medicine

Message structure

01

Recognize

Show that we understand the situation.

02

Create possibility

Introduce a clear path forward.

03

Explain

Make our role and process visible.

04

Build trust

Present people, standards and evidence.

05

Invite

Offer a calm, specific next step.

05 / Personas

Know who
we are guiding.

Vitae primarily speaks to people who already know they need help. They do not need to be convinced that there is a problem. They need to trust that Vitae can help them move forward.

Primary 01

The Waiter

Living with pain, uncertainty or an active condition, after long waits, limited access or no clear next step in Canada.

Needs to feel
Relief, hope and confidence.
Core message
There is a real path forward, and you will not have to find it alone.
Secondary 02

The Seeker

Proactive about health and interested in prevention, comprehensive checkups, longevity or specialized expertise.

Needs to feel
Confidence, control and reassurance.
Core message
The right guidance can help you act before a concern becomes urgent.
Future 03

The Decision-Maker

An employer, benefits provider or organization considering international healthcare access.

Needs to feel
Institutional trust and operational confidence.
Core message
A structured, accountable pathway to carefully selected expertise.

06 / Colour

A palette of calm
and confidence.

Soft neutrals create clarity and space. Vitae green brings confidence, care and a recognizable sense of direction.

Click any colour or code to copy

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*Pantone matching

Pantone references are approximate visual matches. Confirm final selections using a physical Pantone Formula Guide and a printed proof on the intended paper or material.

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07 / Typography

Clarity in
every word.

Acumin gives Vitae a clear, contemporary and dependable voice. Its range creates hierarchy without losing warmth or accessibility.

Primary typeface

Acumin Pro

Adobe Originals
Available through Adobe Fonts

Primary specimen

Aa

Acumin Pro Semi Condensed Medium / 500

Family styles

01

Aa

Acumin Pro Semi Condensed

Headlines, section titles and key statements.

02

Aa

Acumin Pro

Body copy, descriptions and functional information.

03

Aa

Acumin Pro Wide

Selective accents and short supporting statements.

Recommended weights

400

Clear guidance begins here.

Regular
500

Clear guidance begins here.

Medium
600

Clear guidance begins here.

Semibold
700

Clear guidance begins here.

Bold

Character set

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789 & / — ( ) % @

Type hierarchy

Display

Semi Condensed Medium
Short, expressive statements

A clear path forward.

Heading

Semi Condensed Medium
Titles and information hierarchy

Guidance built around you.

Body

Acumin Pro Regular
Explanations and longer passages

Vitae coordinates each stage of the healthcare journey, bringing clarity to decisions and continuity to every step.

Label

Acumin Pro Semibold
Navigation and functional information

06 / Typography