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BRAND GUIDELINES

Fullscript visual brand guidelines

This guide is an essential resource for maintaining Fullscript’s visual integrity across all channels. It covers our logos, colors, typography, and more to keep our look consistent.

By following these guidelines, you help strengthen our brand and make sure it connects well with our audiences. If you aren’t sure if your or someone else’s creation is on-brand, please email marketing@fullscript.com.

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Typography

Besley and Mulish create a dynamic duo that balances tradition with innovation and feels trustworthy, professional, kind, and calm. Our typography is a representation of the bridge we’re building between conventional and whole person medicine.

Besley

We use Besley Regular or Medium for headlines (H1s in product) and sometimes subheadlines (H2s in product). Regular and Medium evoke a feeling of calm and refinement. Larger weights start to feel like a wild west saloon. Please reference the short-form, long-form, and email tabs to understand proper usage.

Mulish

We use Mulish to compliment Besley for Fullscript-branded materials. It features seven font weight options, giving us plenty of variety for drawing attention to keywords or bold statements.

For font colours we typically use Grey 700 on white backgrounds and pure white on dark backgrounds. There are some exceptions in special cases but this is what should be used the majority of the time.

We use Mulish Black or Mulish SemiBold for subheadings and Mulish regular for body copy. Any other font weight combinations are typically used for unique circumstances such as a campaign.

Combining Besley and Mulish

Short-form assets

In short-form assets, we use Besley exclusively in headlines. Using Besley in more than one location in a short-form asset creates too much visual noise.

In short-form assets, we use Mulish for subheadlines and body copy. This avoids the noise caused by too many Besley headlines, establishes a clearer hierarchy between information, and preserves brand feeling of tradition meets innovation.

Long-form assets

In long-form assets likes print, digital handouts, and emails, we use Besley for H1s and H2s. We don’t feel it adds too much visual noise when there’s more real estate on an asset. It creates visual intrigue, helps establish information hierarchy, and is 100% consistent with our product.

Emails

Emails follow similar rules to our long-form assets. However, for optimal email rendering, we use system fonts to replace our brand fonts — Georgia (Regular) for Besley and Arial (Regular and Bold) for Mulish. Georgia is used for H1 and H2s and Mulish is used for all other email content.

Brand resources

Explore other brand resources available to the Fullscript Team.