FROM THE DESIGNER
Birth Partnership Midwives (BPM) was founded in 1996. And provide evidence-based, compassionate, family-centred care to birthing families.
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As the designer, I worked closely with Chelsea Miklos to update the current logo without losing the essence of BPM, which is primarily focused on the tree itself, and has been central to the organization since its inception. After the logo, the website became another visual element of BPM's clinic and by extension, the midwives, and required an overhaul from its previous website host.
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With all the different file types in this package, I thought it would be helpful to include this small guide to understand each file type and when to use them.
vector files
.SVG
SCALABLE VECTOR GRAPHIC
SVGs are great for websites or apps to keep logos and icons sharp and are infinitely scalable without pixelation.
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PORTABLE DOCUMENT FORMAT
Another editable vector-based file format. Its universal file format makes it extremely versatile. It’s typically used for printing and easily sharing documents online.
.AI
ADOBE ILLUSTRATOR
AI is a proprietary vector-based file format by Adobe Systems. It is the standard source file for your logo. Some print shops will request this file when prepping a project for print.
.EPS
ENCAPSULATED POST SCRIPT
Like a PDF, an EPS can be edited with any vector graphics program. Although it’s becoming outdated, some print shops with older software will still request these files so they’re good to have on hand.
.JPEG
JOINT PHOTOGRAPHIC EXPERTS GROUP
A popular image format that is commonly used for photographs and web graphics. Its lossy compression allows for smaller file sizes than PNG, but does not support transparent backgrounds.
.PNG
PORTABLE GRAPHICS NETWORK
Another image file format that is great for web graphics and digital displays. Supporting transparent backgrounds is a key advantage over JPEG, but file sizes are typically larger.
image files
color spaces
typography
Birth Partnership Midwives' new typography makes use of a modern, sans-serif font to update and refresh the old wordmark.
The primary font used for the logotype. It can also be used as a header or standalone logo, on your website, signage, stamps, or stationary.
Sackers Gothic Heavy
Sackers Gothic Std
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Xx Yy Zz
0 1 2 3 4 5 6 7 8 9 ! @ # $ % &
Avenir
Avenir Light
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Xx Yy Zz
0 1 2 3 4 5 6 7 8 9 ! @ # $ % &
The secondary font maybe be used for written work such as website body, literature and brochures.
colour palette
The choice to use the colours 'Polar Jade' and 'Heron White' was largely inspired by the interior design choices that were already present in BPM's clinic colours in Lakeview. We kept the vibrant 'BPM Classic' from the old logo, and extended those colours outwards into a monochromatic colour palette. The accent blue provides dimension to the website and can be applied to other branded works such as brochures and posters.
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variations
The horizontal stack of these logos can be found in the folder provided by the designer, which is broken into five different colour spaces, sizes, and formats. The file guide can be found at the top, but feel free to ask if you are unsure about which file to use.
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Both 'Birth Partnership Midwives' and 'Airdrie Midwives' have two horizontal stacks of logos to choose from one with the tree symbol and one without. The choice to use either is up to your discretion.
full colour
black
white
polar jade
light green
polar jade
light green
black
white
white
polar jade
black
light green
full colour
white
polar jade
light green
black
violations
To ensure your company logo is not the victim of aesthetic vandalism, the general rule to abide by is: do not change, alter, or modify any part of the logo. Some examples of logo misuse are shown below.
BIRTH PARTNERSHIP
MIDWIVES
positioning
DO NOT resize or change the position of the logomark. Only use logos specified in these guidelines.
colours
DO NOT change the colours even if they look similar. Use the official colour specifications detailed in these guidelines.
fonts
DO NOT use any other font for the main logo, no matter how close it might look.
sizing
DO NOT stretch or squish the logo. Any resizing must be done in proportion to the area.
