Brand Resources

Here you will find guidance on how to adhere to our brand image when creating content within Canva, on the website, on Thinkific, Social Media, video editing, and more. 
This resource is best used on the computer and not on mobile.

How to use this resource

  1. First, acquaint yourself with our brand personality and messaging goals as these are the characteristics and objectives that will guide you in creating content.
  2. Next, use the required branding elements for the specific content that you are designing.
  3. Last, send your content to Teal or another designated individual for review and approval.  

The Base Medical Brand 

Who We Are
​We are a women-led organization tearing down the barriers in wilderness medicine and search and rescue education

Our Mission Statement
Our mission is to empower a safe outdoor community through access to innovative and sustainable education.

What We Do

At Base Medical, we give training access to those who need it most. Our programs empower non-profits, SAR teams, guiding groups, wilderness managers, and many others to deliver in-house training that is affordable, standardized, and sustainable.

Our Vision
We envision a world where anyone in the outdoor community who is passionate about safety can access the highest level of training, robust resources, meaningful connections, and professional respect, regardless of their background.

Our Values

  1. Accessibility: We aim to eliminate barriers to access, designing and pricing programs with access in mind.

  2. Community: Our goal is build connections between everyone who recreates in, works in, or volunteers in the outdoors for the purpose of increasing safety for everyone.

  3. Organizational Sustainability: We take care of our team members, value our clients’ input, and always remain forward thinking.

Read more here. 

Brand Personality

Brand personality is a set of human characteristics that are attributed to a brand name. It is important for a company to accurately define its brand personality so it resonates with the correct consumer and the company’s values and mission. The brand personality is a framework by which we can shape the Base Medical voice, narrative and subsequent messaging. It allows our audiences to see Base Medical for what it is – a platform dedicated to safety and empowerment. 

The L. Aaker Brand Personality Model divides brands into five dimensions. While seemingly simplistic, each dimension carries driving traits that will help us define the Base Medical personality. Base Medical's five dimensions are:

  1. Sincere - down-to-earth, honest, humanitarian, empathetic

  2. Excited - brave, passionate, creative, innovative

  3. Competent - reliable, intelligent, successful, up-to-date, responsible

  4. Purposeful - aware, intentional, thoughtful, deliberate

  5. Intrepid - bold, brave, welcoming of the unknown, always improving

Customers should feel as if Base Medical is an innovative authority figure in the areas of wilderness medicine and search and rescue education. Instead of seeing our products and services as “sketchy”, we want them to see us as visionary, blazing a new trail forward in a responsible way that will prove to be beneficial for the outdoor community.

Brand Traits

These traits reflect all parts of our brand (not just the image). Masculine and Feminine. Straightforward (as opposed to complex). Innovative (as opposed to conservative). Approachable (as opposed to authoritative). Necessity (as opposed to luxury). Professional (as opposed to casual). Modern (as opposed to classic). Adventurous yet Safe (as opposed to extreme).

We are confident, dedicated, encouraging, innovative, empowering, trusted, positive, optimistic, inquisitive, friendly, inclusive. We are not silly, misguided, confusing, complicated, negative, intimidating, stale, dogmatic, pushy, judgmental.

Brand Tone and Voice

Tone and language is not just what we say, but how we say it. This encompasses not only the words we choose, but their order, rhythm and pace.

Base Medical’s tone and language is professional, knowledgeable, direct, clear and concise. 

Such tone portrays Base Medical as competent and powerful yet relatable, transparent, and trustworthy. We are an inclusive company, and encourage friendly, engaging interactions with our different audiences. Our tone ranges from conversational to knowledgeable and instructive. With that said, our voice is always professional. Our goal with our communication is to instill trust, to inform and to empower. This means we use language that is crystal clear, informative and direct.

Overly wordy sentences should be avoided as it comes across as too technical and not as relatable, even in our instructor or curriculum manuals. Likewise, language that is too informal and relaxed or humorous should also be avoided as this does not support our authority and may even undermine it.

Messaging Goals

All company materials and content should strive to incorporate the brand personality, traits, tone, voice, and image. Most messages should support or include our values and commitment to the community.

For details on the community personas for whom we craft messaging, see this document.

Brand Image

In relation to brand personality, brand imagery should convey our competence, excitement, sincerity, sophistication, and ruggedness.

The Base Medical brand imagery is clean, modern, professional, serious, and stunning. 

Brand imagery is the result of all the visuals that represent our brand identity. The images that make up our brand imagery can appear in a variety of forms, from our logo, our course design, to Instagram, websites and flyers. These images are more than simple visuals—they convey an emotion to our customers.

While brand imagery represents our brand’s identity through aesthetic appearance, our brand image refers to how our brand is perceived on the outside and the reputation it has in the world. We can use imagery to help shape our image. 

Fonts and Font Colors

Fonts convey much emotion and can support or work against our brand image. 

The Base Medical fonts are Monserrat and Glacial Indifference, or fonts that are very similar in the colors white, black, grey, tan, or dark brown. 

Do not use heavy block fonts, curly fonts, or neon or bright colors. 

Color Pallet

These are the approved colors that can used when creating Base Medical branded content. This pallet was designed to be flexible enough to adjust to the various markets we serve.

Deep Red
Not Teal
Sky Blue
Dessert Sand
White
Arctic Grey
Basic Black
Mesa Brown
#E7E1CD

Primary Brand Colors

#A9212F
#49CACE
#B3E4E5
#E8E2CE
#FFFFFF
#D5DDE4

Logos

#333333

Supplemental Brand Colors

Social Media Branding

The social media ads are meant to speak to our brand personality of being clean, sleek, and modern. It is also purposely designed to look completely different and fresh from the other wilderness med ads and outdoor organizations. Please see our social medical guidelines page for more.

Raffles and Giveaways

Marketing and Internal Materials Branding

Google Forms

Change the theme color to: #d0cabd
Do not upload a header image.
For instructors and those outside of our organization asking for our logo and photos, please share this link: ​Base Medical Media Kit

Business cards

Apparel Branding

Header Background

Use this background for all bundles hero images, weebly header backgrounds, and icon card backgrounds on in the instructor resource area. The header image can be changed later. 

Website Branding (including instructor resource area)

Website Theme

Our logo and branding theme is inspired by the southwest, high desert. This visually differentiates us from all other wilderness medicine and outdoor organizations. Our theme is what ties all aspects of our company together and greatly enhances our professional image. 

Instructor Resource Area (IRA)

Icon cards for the instructor resource area can be found in Canva here: Instructor Resource Area Icon Cards

Course Branding

course thumbnails, lesson templates and guide, lesson page templates

Video Thumbnail for All Content

When you upload a new video to Thinkific, use this as the video thumbnail. Just this detail alone will create brand consistency across all our course products and greatly increase our professional image.

Course and Bundle Landing Page Branding

Curriculum Branding

The Patient Assessment Triangle

PAS Triangle Black

Film Branding

Video Branding

"Rescuer Red"

All rescuers/instructors on camera should wear red and the acting patient should wear a different color. This clearly and visually establishes who the care provider is and lessens initial confusion for students. It also aids is establishing professional authority and presence. 

Realistic Environment

When filming, try to select locations that appear wild and remote vs urban. This will greatly enhance our professional image.
See Course Branding below for video thumbnails.

Tripod Requirement

All content must be filmed on a tripod to capture static and stable footage. Gimbals are not encourage for educational skill demonstrations and lectures unless used by an expert or for a creative project. Shaky film is not professional and greatly decreases the production quality of our video content and works against our brand image. 

Audio 

All audio must be captured by at least two sources, be it the cameras, a lav mic, a shotgun mic, or all three (preferred.) 

Resolution and Frames Per Sec (FPS)

Content must be filmed at 1080p or higher. It is preferable for skill demonstrations and close ups to be filmed at 60 fps so that the footage can be slowed down for educational purposes post-production. Talking head shots and dialog scenes at be filmed at 30 fps.

Film Storage 

A new SD cards for film and audio should be used for each production. The SD cards should be labeled and stored in an organizer. All SD card content should be backed up on a hard drive and uploaded to the centralized cloud storage. 

Filming Talking Head Videos

Video lessons should be a mix of talking head and visual aids or entirely all visual aid with voiceover. Avoid purely talking head lessons. When lecturing, the goal is to speak in a way that is relaxed, natural, and personable to emotionally connect with viewer while still maintaining a professional presence. Use "you" and give simple, real life examples if needed. Overall, the dialog should be simple and direct in order to be well understood by students of all backgrounds, education, and experience levels. Avoid fluff and complicated words and terms without giving definitions. 
Be sure to have good lighting and a professional lifestyle background. Position the camera at eye level. If a quality talking head video can not be captured, consider doing a voice over video instead. Poor quality talking head video will greatly impact our brand image.

General Video Branding

Only intro and outro music are allowed unless used for creative or educational purposes. Otherwise, music throughout the video lecture distracts from learning. 

Fonts and Text Color

Avenir Next, Monserrat, and glacier indifference or very similar fonts should be used in our videos in the colors white, black, grey, red, or dark brown. 

Overlay Color for Wilderness Med Content

The overlay color over the video image and below text should be R:120 G:100 B:89 (or #B2A590​) with an opacity of 70%.  Text should be white.  

Logo Insert

The Base Medical logo should be inserted in the lower left or right corner of the screen. It should not be so big and obvious that it distracts the learner. 

Music Use

In general, music should not be used for educational videos expect for in the intro and outro. Music distracts from learning but there can be exceptions.

Intros and outros

Applying simple, on brand intros and outros polishes our videos, provides consistency for our students, and enhances our professional appearance. All Base Medical videos must have an intro with a lesson title and an outro. 
Add lesson title in Avenir Next or Monserrat in white from beginning to end with fade transitions on each end. Music is optional.

Graphic Warning Intro

Video Thumbnail for All Content

When you upload a new video to Thinkific, use this as the video thumbnail. Just this detail alone will create brand consistency across all our course products and greatly increase our professional image.

Intro for wilderness medical lessons are any content with graphic content

Add lesson title in Avenir Next or Monserrat at 7.00 secs and end at 12.00 secs with fade transition. This intro is best with the music.