---
title: Brand in brief
lang: en
status: accepted
type: foundation/index
depends_on: []
propagates_to:
  - foundation/*
  - baseline/*
  - communication/*
  - physical/*
last_verified: 2026-08-11
translation_status: verified
translation_source: foundation/index.md
---

# The Aleris 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.

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## How the system works

There are things that are always true about Aleris — the voice, the palette, the typeface, the principles. These are constant. Then there are things that *should* be adapted: the register, the colour composition, the order of information, the level of detail. These are contextual.

This distinction is fundamental to understanding the brand and rendering it correctly. See *Constant and Contextual* for the framework.

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## Start here

**Building a digital product?**
Start with Baseline — tokens, components, interaction patterns. The voice lives in *Voice*.

**Writing patient communication?**
Start with *Voice* and continue to Communication — document types, genre guides, phrasing examples.

**Making a brand decision?**
Start with *Constant and Contextual*. It gives you the logic to reason with, even in situations the manual doesn't explicitly cover.

**Want to understand what Aleris stands for?**
Read this page. Then read *Voice* and *Emotional Mode as a Design Entry Point*. That gets you a long way.

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## What always applies

**The test:** Does it feel like the sender has time for me without a hidden agenda?

**The palette:** Petrol, sand, orange. Three families, three roles. Never arbitrary colours. See *Colour*.

**The typeface:** Museo Sans, Arial as fallback. Sentence case throughout. Never all caps. See *Typography*.

**Emotional mode governs the expression:** Same character, different information architecture — depending on where the recipient is. See *Emotional Mode as a Design Entry Point*.