Branding
Source: Branding and Design Updates 07.22.2026
What branding covers
Branding is the visual and creative expression of Instinct outside of the product interface. It includes the core assets and guidance used to make marketing, communications, and promotional materials feel consistent, recognizable, and on-brand.
This area is primarily for brand design work such as:
- Graphic design for campaigns, ads, web pages, presentations, and other marketing materials
- Official Instinct logos and approved logo usage
- Brand typography and font guidance
- Marketing icons and illustrations
- Visual assets used in website designs, social posts, one-pagers, event materials, and similar graphics
Branding does overlap with product design in some places, but it does not necessarily include product-specific design system assets, product UI components, or guidance for building experiences inside products like EMR.
What you’ll find here
- Brand Guidelines — An overview of Instinct’s core visual language, including typography, color, and general brand expression.
- Logos — Official brand logos, sizing rules, clear space guidance, and co-branding lockups.
- Fonts — Approved brand typefaces and font guidance for marketing and communications work.
- Icons — Brand and marketing icon resources, including links to active Figma libraries, Google Drive repositories, and related Notion hubs.
- Help — Where to go for questions, requests, recommendations, or other brand design needs.
Brand icons vs. product icons
The icons in this branding section may look different from the icons used in product design systems, such as the icon set used in EMR. That is intentional.
Brand icons and illustrations are usually created for marketing contexts, where the goal is to support storytelling, campaigns, web pages, ads, and other graphic materials. Product icons are created for interface contexts, where the goal is to support usability, navigation, accessibility, and consistency inside the product experience.
Because these contexts are different, the visual style, level of detail, and usage rules may differ too. If you are designing for a product interface, use the product icon set. If you are creating marketing or brand materials, use the assets in this branding area.
Points of contact
For anything related to brand design, contact Amanda Bilbery or Leila Golistanha. They are the owners of this area and can help with questions about logos, fonts, icons, illustrations, and other brand design assets.