Explore the brand
The Present Expert
Aleris is a specialist who has time for you. We combine medical expertise with human closeness — clear, responsible, and with genuine interest in the person we meet. This holds in care, in communication, and in every decision we make about how we express ourselves.
What Aleris is made of
Each part of the brand, with what never changes about it and what adapts to the situation.
Colour
Petrol for structure and trust, orange for attention and action, and sand as the calm everything rests on.
Typography
Museo Sans, with Arial as the fallback, in sentence case throughout.
Logo
The same form and colour everywhere, with a symbol whose fill changes with the context.
Imagery
Real people in real places, in natural light, with the person at the centre.
Icons
One icon family and one style within any product, so an icon carries its meaning at a glance.
Voice
A specialist who has time for you, speaking clearly and directly and taking a real interest in your situation.
Reader state
Ask what state the reader is in first, because it decides how the content is structured.
Digital products
Interfaces built from the shared token file and its components.
Learn how to create something
Guidance for one kind of work at a time, from slides to patient information.
Asked most often
Short answers to what colleagues ask about the brand, each with the reason behind it.
- ColourCan I put an orange button on a petrol background?No. On petrol, the primary action turns white, with petrol text.
- ColourCan the page be white?No. The page is always sand — sand-100 where people read, sand-50 where they work — and white sections and cards sit on top of it.
- ColourHow many orange buttons can a screen have?One. Other actions are secondary buttons or text links.
- ColourCan I use the old teal?Not in new work. Teal is a legacy colour: existing teal is replaced with the core palette when a surface is next updated.
- ColourCan I use gradients?Yes, sparingly: petrol or orange, two steps at most, on backgrounds and visual elements, never in charts. Only the petrol gradient may fill text, in h1 and h2, and only the petrol gradient may colour an icon, on white, sand or light petrol.
- TypographyWhat font do I use in PowerPoint or Word, when almost nobody has Museo Sans installed?Arial, with regular 400 for body text and bold 700 for headings.
The one test
Does this feel written for me in my situation?
Ask it of everything you make, from a text message to a web page. The character stays the same, and how the content is built changes with the reader's situation.
Not decided yet
One of the seven routes has no passed guidance yet.
Until a route is passed, the brand in brief and the concept pages carry the rules.
How Aleris looks in dark mode.
Until there is a rule, respect the reader's dark-mode setting and keep to the palette and the contrast floors.
Type sizes for print and signs.
Until they are set, keep the typeface, the hierarchy and the 14px floor, and choose the base size for the paper.