All questions
Story
- StoryIs the Present Expert the same idea as "den nära experten"?Yes. The Present Expert is the English name for den nära experten: Aleris as a specialist who has time for you.
- StoryWhat may I change for my channel, and what has to stay the same?Keep the character, the palette, the typeface and the hard rules the same. Adapt the register, the order of information, the colour distribution and the level of detail to the channel and the reader.
Colour
- 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.
Typography
- 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.
- TypographyWe need an expressive headline, like "thank you for a wonderful year" — which typeface do we use?Museo Sans: for a large headline, bold 700 at a bigger size, or, as an exception, light 300 at 40px and above.
Logo
- LogoCan the browser-tab icon be the symbol on its own, without the wordmark?Yes: in a browser tab, an app icon or a profile image the symbol stands alone, in sand on petrol.
- LogoCan I put our unit's name next to the logo?Not inside the logo's clear space, and never added to the logo itself: set your unit's name as text of its own, apart from the logo.
- LogoCan I have an AI tool draw the logo into an image?No: generate the picture, then place the logo file on it in PowerPoint, Canva or a similar tool.
Imagery
- ImageryWhich image rule applies to a screen patients use to get something done, like a weekly check-in?The screen is a working surface, so an image may sit inside a component that needs one, but it never takes the hero position at the top of the screen.
- ImageryWhat kind of image shows a patient how to do something, like giving an injection?An instructional image, which the imagery rules do not govern: it is decided case by case together with marketing.
- ImageryWhat do we need before we publish a photo of a patient or a colleague?Consent and rights follow the Aleris Group Image Guidelines. Two things the brand pages add: in Denmark written consent is required for all social media use, and location, camera and time data are stripped from the photo before it is published.
Icons
- IconsCan I use an icon that isn't on the allowlist, like a back arrow or a payment icon?Yes. Any Font Awesome Pro icon may be used, except weapons, logos and trademarks, religious symbols and anything aggressive or alarmist.
- IconsCan an icon use a gradient?Yes, the petrol gradient, on white, sand and light petrol grounds, and never on light orange or petrol; no other gradient is used on icons.
Voice
- VoiceCan a message or notification be sent from our unit or our app, or is the sender always Aleris?The sender is always Aleris, including the sender name on a notification, and never a unit, an app or a sub-brand.
- VoiceHow do I stop text I made with an AI tool from sounding like a chatbot?Read the draft again against the list of AI tells before you send it, and cut what carries no information: enthusiastic openers, mirror sentences, inflated words and closing lines that say nothing.
- VoiceCan I use an exclamation mark?No. Leave them out; the warmth in an Aleris text comes from having thought through what the reader needs.
- VoiceDo we write du or ni to patients?Du, the singular "you", and never "patienten", the patient.
Reader state
- Reader stateWhich mode applies to a screen people return to every week, where nothing is pending?Balanced: the person is partway through a service and wants it to go smoothly, so give a clear purpose, feedback and managed expectations, and friction only where it earns its place.
- Reader stateWhen should a product be warm and when should it be efficient?The voice is warm everywhere; what changes is the surface. Where Aleris tells, guides or welcomes, the surface is communicative, with generous spacing and cards on sand-100. Where the person works, books or monitors, it is instrumental, tighter, on sand-50.
Digital products
- Digital productsIs 44px the minimum touch target everywhere, or can a dense desktop table go smaller?A dense desktop tool used with a mouse or trackpad can go down to 24×24px; anything a patient touches, or anything that could be used on a touchscreen, keeps 44px.
- Digital productsHow do I get the Aleris tokens into my project?Fetch aleris-tokens.css into the project, link the hosted font stylesheet rather than copying the font files, and reference the semantic tokens in your code instead of typing hex or pixel values.
- Digital productsWhy does Museo Sans fall back to Arial when our app is deployed?The fonts are served only to pages on aleris.ai, aleris.se, aleris.no or aleris.dk and their subdomains, and to localhost, so an app on a platform's default hostname gets Arial with no error; serve it from an Aleris domain.