Overview

These DEEP Trademark Usage & Branding Guidelines explain how the DEEP name, logo, trademarks, and brand assets may be used by partners, members, licensees, and other authorized parties.They are designed to:

• Protect the integrity and legal strength of DEEP trademarks
• Ensure consistent and professional representation of the DEEP brand
• Support compliant use of DEEP assets across websites, materials, and communications

Use of any DEEP trademark is permitted only where expressly authorized and must comply with these guidelines.

What Are DEEP Trademarks?

“DEEP Trademarks” include, but are not limited to:

• The DEEP name and wordmark
• The DEEP logo (all approved versions)
• DEEP product, platform, and service names
• Approved visual identity elements such as colors, typography, icons, and imagery

Unauthorized use of DEEP trademarks is not permitted.

Brand Principles

All uses of DEEP trademarks must align with DEEP’s core brand principles:

• Evidence‑based – grounded in scientific rigor and validated research
• Collaborative – reflecting partnership across the digital health ecosystem
• Regulatory‑ready – designed with FDA and EMA alignment in mind
• Clear and accessible – complex topics communicated with clarity

DEEP trademarks must not be used in ways that are misleading or that imply endorsement, certification, or regulatory approval where none exists.

Logo Usage

Approved Logos

Only official DEEP logo files provided by DEEP may be used. Approved versions include:

• Dark logo on light backgrounds
• Light logo on dark backgrounds
• Logo used on approved DEEP brand colors

Size and Clear Space

• Minimum digital width: 80 px
• Minimum print width: 25 mm
• Clear space: Maintain clear space equal to the height of the “D” in the DEEP logo on all sides

Logo Do’s and Don’ts

Do:

• Use the logo consistently and proportionally
• Ensure sufficient contrast and legibility
• Use only approved logo files

Don’t:

• Stretch, rotate, crop, or distort the logo
• Change colors or add visual effects
• Place the logo on cluttered or low‑contrast backgrounds

Color System

DEEP’s primary brand color is Pacific Blue, supported by neutral, accent, and semantic color palettes.Usage principles:

• Light shades for backgrounds
• Standard shades for buttons and calls to action
• Dark shades for text on light backgrounds

Restrictions:

• Do not introduce unapproved colors
• Do not mix multiple primary colors
• Do not use semantic colors decoratively

Typography

DEEP typography is selected for clarity, accessibility, and professional credibility.Primary fonts:

• Headings: Poppins
• Body and UI text: Atkinson Hyperlegible Next

System fallbacks (when primary fonts are unavailable):

• Headings: Century Gothic
• Body text: Aptos (or Calibri for older Office versions)

Decorative or unapproved fonts must not be used.

Iconography

DEEP uses IBM Carbon Icons as its standard icon system.Icons should:

• Be used consistently and paired with text labels
• Follow approved sizes (16, 20, 24, 32 px)
• Be used semantically and with clear meaning

Mixing icon libraries or altering icon styles is not permitted.

Imagery and Visual Style

DEEP’s visual style reflects a human‑centered, collaborative, and modern digital health context.Imagery principles:

• Authentic, people‑centered photography
• Real‑world research and collaboration settings
• Diverse representation
• Clean, modern compositions

Visual treatments should remain subtle and aligned with the DEEP color system.

Messaging and Brand Voice

All communications using DEEP trademarks must reflect DEEP’s brand voice:

• Authoritative, but not promotional
• Clear and accessible
• Collaborative and inclusive
• Forward‑looking and regulatory‑aware

DEEP trademarks must not be used in misleading, disparaging, or inappropriate contexts.

Updates and Governance

• DEEP USA may update these Branding Guidelines at any time, with or without notice
• Continued use of DEEP trademarks constitutes acceptance of the current version
• DEEP reserves the right to revoke permission for any use that does not comply with these guidelines

For questions regarding trademark or brand usage, please contact DEEP prior to publication.