BRAND VI · QUICK CARD
Brand Use Discipline — 炎黄领航 / CMN
One-page discipline card. Source of truth: CMN Brand VI Guidelines v1.0 (2026-11-12). This card is a summary, not a substitute — if the two ever disagree, the VI document wins.
Colour — 白底 · 绿骨 · 朱点 · 金线
| Name | Hex | Use | Share |
|---|---|---|---|
| 本草艾绿 Herbal Green | #4A6B4F | Primary — mark, headings, buttons, nav | 25% |
| 绛朱 Cinnabar | #9E2B25 | CTA, highlights, seal. Only red in the system (lift to #C2473D on dark) | ≤8% |
| 宣纸暖白 Paper | #F5EFE2 | Page background — never pure white | 58% |
| 驼金 Camel Gold | #B8935A | Hairlines, small English, icon linework | ≤10% |
| 深松烟 Pine | #1E362C | Dark mode / nav bar / social avatar ground | — |
| 深灰绿 Ink | #333D36 | Body text | — |
Three forbidden colours — 三条红线
- Pure / near black — use #333D36 for body, #1E362C or #4A6B4F for dark grounds.
- Medical blue (#2F5C8F family and any cold blue) — trust is carried by herbal green; blue makes the brand generic.
- Silver / metallic grey — preciousness is carried by camel gold; silver reads cold. Use #B8935A or bronze #8a6c3a.
Type
| Level | Chinese | English |
|---|---|---|
| Primary / Logo | 思源宋体 SemiBold | Cormorant |
| H2 / H3 | 思源宋体 Medium | Cormorant |
| Body | 霞鹜文楷 LXGW WenKai | EB Garamond |
| Figures | EB Garamond (oldstyle) | EB Garamond |
Three iron rules: (1) Chinese lettering in the logo is delivered outlined — font licensing risk is zero. (2) The "&" is treated as ornament: 1.5–2× size, camel gold, may lean. (3) Chinese is the bone, English is the line — English visual weight must never exceed Chinese.
Forbidden: 黑体 family (苹方 / 思源黑), 圆体, calligraphic fonts, hairline song; Helvetica / Arial / Inter.
Graphic gene — 五件套
- 司南 Compass (primary) — the ladle on the graduated plate; the core mark of the brand.
- 艾叶 Mugwort leaf (secondary) — corner marks, loading states, list bullets; kinship with 竣蘅咨询.
- 银针细线 Silver-needle hairline — camel gold, straight, needle-thin. No thick or gradient rules.
- 雷纹 Leiwen (family pattern) — hairline single-colour border and ground pattern.
- 朱印 Seal — square cinnabar seal: report covers, itineraries, WhatsApp avatar, delivery stamp.
Application rules
- Website nav: pine ground, reversed-out logo, CTA in lifted cinnabar #C2473D.
- Light pages: paper ground, herbal-green headings, ink body text.
- Document cover: seal centred, 10% watermark at the foot.
- Social avatar: single seal or simplified compass on pine ground.
- Minimum size: full horizontal lockup height ≥ 64 px; mark ≥ 24 px; below that use the simplified box-ladle-dot version; clear space ≥ half the mark height on all sides.
Family tree
炎黄领航 / CMN (inbound medical · 航) and 竣蘅咨询 (advisory · 衡) are two branches of one family: shared paper ground, cinnabar dot, camel gold line, leiwen pattern and seal. They differ only in primary colour (竣蘅 = pine-cyan #2C4A3E; CMN = herbal green #4A6B4F) and primary mark (竣蘅 = the balanced branch; CMN = the compass). Pine-cyan is for family reference only and must not appear inside the CMN system.
One line of philosophy
让外国人的信任流过东方的本草 — 司南指路，艾叶安心，朱印落责。