PulseFit — Scrubs, Uniforms & Workwear
An identity for a medical workwear brand built on a single refusal: we are not selling uniforms, we are selling an experience.
The challenge — a category people are told to wear.
Uniforms and dress codes carry a bad reputation. They are read as something imposed — a constraint on your freedom and your comfort, chosen by somebody else and worn because you have to.
PulseFit changes that reading: the regular uniform becomes attire — something that keeps you comfortable through a twelve-hour shift and confident the moment you step outside it. Every decision in the identity had to hold that line.
The idea — a brand-image argument, not a garment argument.
The buyer is rarely the wearer. For a hospital, clinic or kitchen the pitch is not fabric weight — it is that selling the experience of comfort and freedom is what makes a workplace look like somewhere people want to work.
So the identity sells the feeling before the product, and the core message says it in six words: look cool, feel free, be yourself.
Audience
Defined by mindset, not age. People who believe in a life beyond work — and in looking good inside it.
Personality
Free. Bold. Inner confidence. Assertive yet witty, still professional — never at the expense of the clinical setting.
Drivers
Innovation, experience, value, trust, capacity and partners — the six things the brand is judged on by the businesses that buy it.
The mark — one ribbon, four folds.
The symbol is a continuous ribbon folded into a cross — a pulse line and a care mark in one stroke. It is drawn as a single continuous path with even weight and corner radius throughout, and the apparent overlaps are gaps in that path rather than separate shapes.
Because the ribbon is one line, it cannot be rebuilt by hand: the gaps are the construction. It is always placed from supplied artwork, and it never closes up.
Four approved forms
Corporate logo for documents and legal, product logo primary for garment and app icon, secondary for web headers and signature, and the symbol alone for badge, patch and embroidery.
Construction
Built on a 6 × 6 grid with the corporate lockup resolving to 72.1 mm overall height. Symbol minimum 46 mm, lockup 72.1 mm.
Exclusion & legibility
Empty space established around the logo to protect its integrity and keep it legible. Below the minimum, the wordmark closes up and the ribbon gaps fill in — so the symbol goes alone rather than shrinking further.
Ten ways to break it
Rotating, re-weighting, re-colouring, adding effects, changing the lockup, filling the gaps, boxing it, outlining it, shadowing it, stretching it.
Colour — four primaries, three supports.
Green Teal carries the brand and the mark. Indigo Dye carries the type. Queen Pink and Deep Purple exist for range, seasonal and packaging work — the colour that makes a shift feel less clinical without making it unprofessional.
Proportion runs floral white 44, teal 26, indigo 18, purple and pink 12. Tints extend the palette for infographics, tables and garment colourways only, and are never allowed on the logo itself.
The system — three faces and a tone of voice.
Three typefaces, split by job. Clover Display carries primary communications, Patriona is a secondary display face reserved for moments of warmth, and Arial is the system face for documents anyone has to open. Kerning is always optical, never metric.
Unusually for a workwear brand, the book also codifies how the brand speaks — assertive yet witty, still professional. Communication is about the experience, not the product's functionality: you asked, we answered rather than premium poly-cotton blend, 180 gsm.
Bold moves. Super comfy scrubs.
The voice does the selling on every printed surface — short, direct and a little wry, with the specification kept where it belongs. Photography leads with people at work, so the garment is shown being worn rather than displayed.
Applications — the garment is the first impression, the label is the second.
On the garment the rule is one mark per piece: the symbol for embroidery, the lockup for packaging and swing tags. Placement, thread and production are specified — chest embroidery at 38 mm, sleeve at 30 mm, hip or pocket at 26 mm, single-colour thread only.
Off the garment, Floral White is the default surface everywhere, teal is the action colour on screen, and Indigo Dye is reserved for reading — never for a button that expects a click.
Where a workwear brand is actually judged.
Uncoated board, rope tie, symbol alone at tag scale — no lockup, no strapline. The swing tag is the one piece of the identity a wearer holds before they ever wear anything, so it carries the mark at its simplest.
Pages across eight sections — brand, marks, colour, typography, voice, imagery, applications and assets.
Approved lockups, each with a named job — corporate, product primary, product secondary, and the symbol alone.
Colours — four primaries and three supports, in a fixed proportion with tints for garment ranges only.
The book closes with a file index naming every supplied artwork by format and use — symbol and wordmark in each colourway, corporate and secondary lockups, SVG for anything that scales and PNG for office software and social platforms.
We are not selling uniforms. We are selling an experience.