ElasticIT · Brand Book · v1.0

The rules for how we look, sound, and feel.

A living reference for every word and pixel shipped under the ElasticIT name. Use it. Disagree with it. Update it.

Healthcare-native IT · Security · Automation Founded 2019 · Raleigh, NC · Independence, OH
01 · Brand Foundation

Why we exist.

Everything on this site, in every proposal, in every client call — should ladder back to these. If it doesn't, we're off-brand.

WHY

To deliver the impossible under pressure so that organizations transform their perception of what's possible.

Niche

Healthcare-focused IT automation and AI integration for small-to-mid practices drowning in manual processes but lacking dedicated IT teams.

North Star · 2050

Eliminate repetitive IT tasks for 1 million healthcare workers — proving the right technology makes ordinary people extraordinary.

Brand Promise

The 90-day Stress-Free IT Guarantee. Tell us your biggest headache. We kill it in 90 days, or refund your first quarter and fix it free.

The Five Values · How we work
01

Simplify the Overwhelming

Cut through confusion. Convert half-hour tasks into one-click wins.

02

Rescue When Others Panic

Respond when others would freeze. Deliver the impossible under pressure.

03

Build Lasting Capability

Create tools that spread. Teams that work without micromanaging.

04

Persist Through Chaos

Adapt when goalposts move. Turn disasters into relationships.

05

Enable Human Purpose

Remove barriers. Focus on patients, not systems.

02 · Logo

The mark.

Eight files total — full lockup and mark-only, each in four color variants. Use the right one for the right background. Never distort, rotate, or recolor outside this palette.

Primary full lockup — updated Direction C palette
Dark backgrounds · cyan + white
ElasticIT logo (dark variant)

Primary website, dark presentations, dark-mode apps. Use on midnight (#0A0E1A) or near-black.

logos/elasticit-logo-dark.png

Light backgrounds · cyan + ink
ElasticIT logo (light variant)

Documents, PDFs, business cards, email signatures, print. Use on white, off-white, or light grey.

logos/elasticit-logo-light.png

Primary mark only — use when the wordmark is redundant (favicons, app icons, watermarks)
Dark backgrounds
ElasticIT mark (dark variant)

Favicons, social avatars, app icons, loading states, watermarks.

logos/elasticit-mark-dark.png

Light backgrounds
ElasticIT mark (light variant)

Favicons on light themes, print watermarks, embossing.

logos/elasticit-mark-light.png

Legacy — original brand palette (kept for existing collateral)
Original — blue/slate, full lockup
Original ElasticIT logo

The 2020 original. Match only when updating existing collateral. New material → Direction C variants.

logos/elasticit-logo-original-color.png

Original — white, full lockup
Original ElasticIT logo (white)

Single-color white. Print, embossing, single-ink.

logos/elasticit-logo-original-white.png

Original — blue/slate, mark only
Original ElasticIT mark

Legacy favicon, original-brand-only applications.

logos/elasticit-mark-original-color.png

Original — white, mark only
Original ElasticIT mark (white)

Single-color white mark. Watermarks, print.

logos/elasticit-mark-original-white.png

Usage rules

Clear space

Leave at least the width of one mark-bulb (roughly ¼ of the mark's height) on every side. Don't crowd it with type or imagery.

Minimum size

Digital: 24px minimum height for the mark; 32px for the full lockup. Print: 0.5 inches minimum for the lockup.

Don't

Don't stretch, rotate, outline, drop-shadow, or recolor outside this palette. Don't swap the "Elastic" and "IT" colors. Don't place on busy photography without a solid backdrop.

03 · Color

The palette.

Midnight is the ground. Cyan is the accent — use sparingly to direct attention. Everything else is neutral scaffolding.

Primary

Midnight
#0A0E1A
Primary background. Everything sits on this.
Cyan
#22D3EE
Accent. Headlines, CTAs, section labels, critical moments. Use sparingly.
Ink
#F8FAFC
Primary text on dark backgrounds. Headings, body copy, key numbers.

Supporting neutrals

Bg Elevated
#0F1524
Sections that step forward from midnight — proof band, cards, banners.
Bg Card
#131B2E
Cards (pillars, verticals, reviews). One more step of elevation.
Ink-2
#CBD5E1
Secondary text — sub-headlines, long-form body.
Ink-3
#94A3B8
Tertiary text — captions, meta, trust-row.
Ink-4
#64748B
Muted text — footer, disclaimers, placeholder labels.

Accents · use with restraint

Cyan-2
#0EA5E9
Darker cyan — hovers, visited links, secondary moments.
Cyan-3
#0E7490
Deepest cyan — "IT" in the light-bg logo variant.
Cyan-Dim
#164E63
Borders for highlighted blocks, subtle backgrounds.
Alert
#F43F5E
Error states, critical warnings, "Don't" indicators. Rare use.
04 · Typography

Type system.

Two typefaces do all the work. Geist for everything human-readable. Geist Mono for labels and technical moments.

Display · Geist 700 · -0.04em tracking · 1.02 line-height
Healthcare IT that
just works.
H1 · Geist 700 · -0.035em
Three services. One team.
H2 · Geist 700 · -0.025em
Built for practices that can't wait.
H3 · Geist 600 · -0.02em
Managed Healthcare IT
Body · Geist 400 · 1rem · 1.55 line-height
Managed IT, HIPAA security, and workflow automation — built around rehabs, SNFs, ABA clinics, and the physician groups that serve them.
Section label · Geist Mono 500 · 0.78rem · 0.12em · uppercase
Why practices choose us
Mono · Geist Mono 400 · 0.95rem
$ elasticit manage --secure --automate
Trust item · Geist 400 · 0.87rem
✓  Microsoft Partner · 70+ practices · 98% CSAT
05 · Voice & Tone

How we sound.

Confident without being arrogant. Specific without being jargon-heavy. American English, short sentences, no marketing clichés. When in doubt, say it like you'd say it in a client call.

01

Confident & declarative

Short sentences. Fragments for emphasis. State things, don't hedge.

02

Specific over clever

"Kipu, DEA audits, and census day" beats "industry-leading solutions."

03

Pressure-aware

Talk like you've been in the crisis. Use insider pain signals the reader recognizes.

04

Contrasts, not attacks

Position against generic approaches without mocking competitors.

05

Warm when it counts

Healthcare buyers are cautious. Don't be edgy. Be competent, calm, and honest.

Do

  • hero "Other IT companies do healthcare. We know healthcare."
  • pillar "Lab results in the right chart. Auths that submit themselves."
  • vertical "Rehab IT. Built for Kipu, DEA audits, and census day."
  • guarantee "Tell us your biggest IT headache. We'll kill it in 90 days."
  • cta "Book a 30-minute call."

Don't

  • hero "Empowering healthcare with next-gen IT solutions."
  • pillar "Leveraging AI-driven workflows for best-in-class outcomes."
  • vertical "Tailored solutions for your unique vertical."
  • guarantee "Our commitment to your success is paramount."
  • cta "Get in touch to learn how we can serve you."
06 · Components

Building blocks.

Core UI patterns used across the site. Use them as-is. Don't invent new ones without updating this book.

Buttons

Primary on cyan. Secondary as outline. Never more than one primary per section.

Section pattern
WHAT WE DELIVER
Three services. One team.
Every section opens with a monospace label, declarative title, and supporting intro.
Pillar card
01 · Manage

Managed Healthcare IT

24×7 monitoring. Helpdesk that picks up. EMR support that actually knows your EMR.

Review card
★★★★★

"They rebuilt our Kipu automations in a weekend. State survey passed without a finding."

— Clinical Director
60-bed behavioral health facility