Birmingham, United Kingdom
Sapphire Lab
Patient Care from Laboratory to Dental Chair
Section 02
About the Brand
Sapphire Lab is a Birmingham-based NHS and private dental prosthetic laboratory. We exist at the intersection of traditional craft and advanced digital technology — precision-made prosthetics, delivered with exceptional patient care.
Brand Personality
Clinical Precision + Premium Craft. Every output — physical or digital — should feel meticulous, trustworthy, and quietly elevated. Never cold, never casual.
Brand Promise
Sapphire Lab exists to reduce the distance between laboratory excellence and the patient experience — both in product quality and in communication.
Market Position
Premium, independent laboratory serving NHS and private dental practices across the West Midlands. Quality-first, relationship-driven, technology-enabled.
Tagline — Usage Rule
Patient Care from Laboratory to Dental Chair
Always set in Montserrat Regular, letter-spacing 0.12em, flanked by gold rule lines of equal length. Never bold, never reworded.
Section 03
Logo Usage
Logo file works on both backgrounds
Clear Space Rule
Maintain clear space equal to the height of the letter "S" in the wordmark on all four sides of the logo. No other elements may enter this zone.
- Apply to all logo usages
- Applies on print and digital
- Include in templates and artwork files
- Never crop into clearspace for any reason
Approved Usage
Never Do This
Section 04
Colour System
Sapphire Navy
Primary brand colour. Dominant on all brand materials.
Pure White
Secondary colour. All backgrounds, reversed type, clean space.
Sapphire Mid
Accent blue. Digital use: hover states, secondary UI, links.
Ice Blue
Surface colour. Backgrounds, cards, section alternates.
Gold Accent
Premium marker. Rule lines, callouts, locked badges, highlights.
Charcoal
Body text, secondary type. Warmer than pure black.
Colour Usage Rules
| Colour | Primary Use | Never Use For |
|---|---|---|
| Sapphire Navy | Backgrounds, headings, logo, dominant brand applications | Body text on dark backgrounds; small captions |
| Pure White | Page backgrounds, reversed type on navy, negative space | Text on light or yellow backgrounds |
| Sapphire Mid | Digital UI accents, hover states, hyperlinks, secondary panels | Large print backgrounds; never dominant on collateral |
| Ice Blue | Section backgrounds, card surfaces, alternating rows | Text (insufficient contrast); never as a primary brand colour |
| Gold Accent | Rule lines, highlight labels, premium callouts, icon fills | Body text; large background fills; do not overuse |
| Charcoal | All body copy, captions, secondary text on light backgrounds | Headings (use Navy); never on dark backgrounds |
Suggested Colour Proportions
Section 05
Typography
Primary — Headings & Labels
Montserrat
Weight 300 — Light (display subtext)
Weight 400 — Regular (taglines, labels)
Weight 600 — SemiBold (subheadings)
Weight 700 — Bold (section heads)
Weight 800 — ExtraBold (H1, H2)
Weight 900 — Black (cover, hero displays)
Secondary — Body & Supporting Text
Lato
Weight 300 — Light (captions, fine print)
Weight 400 — Regular (all body copy)
Weight 700 — Bold (callout text, emphasis)
Fallback stack: 'Helvetica Neue', Arial, sans-serif
| Role | Font | Weight | Size | Line Height | Letter Spacing |
|---|---|---|---|---|---|
| H1 — Page Title | Montserrat | 800 ExtraBold | 40px / 2.5rem | 1.1 | -0.01em |
| H2 — Section | Montserrat | 700 Bold | 28px / 1.75rem | 1.2 | 0 |
| H3 — Subsection | Montserrat | 700 Bold | 20px / 1.25rem | 1.3 | 0 |
| H4 — Card Head | Montserrat | 600 SemiBold | 16px / 1rem | 1.4 | 0.02em |
| Body | Lato | 400 Regular | 16px / 1rem | 1.7 | 0 |
| Small / Caption | Lato | 400 Regular | 13px / 0.8rem | 1.6 | 0 |
| Eyebrow Label | Montserrat | 700 Bold | 11px / 0.7rem | 1.4 | 0.2em |
| Button / CTA | Montserrat | 700 Bold | 12px / 0.75rem | 1.2 | 0.15em |
| Hero Display | Montserrat | 900 Black | 72–88px | 1.0 | 0.08em |
Section 06
Visual Elements
Geometric Facet Pattern
Hexagonal facet pattern derived from the gem logo mark. Use at 5–10% opacity as a background texture on navy panels, hero sections, and print bleed areas. Never use at full opacity. Never place over text.
Patient Care from Laboratory to Dental Chair
Gold Rule Lines
1px horizontal gold (#C5A55A) lines used as dividers, flanking the tagline, and as section separators. Also used as a paired double-rule (1px + 1px with 3px gap) on premium print applications. Never use as a full border or box.
Navy Full-Bleed Panel
Deep navy (#1A2F6E) panels anchor sections with authority. Use for key messaging blocks, CTAs, and alternating section backgrounds. May be layered with the geometric facet pattern at low opacity. White and gold are the only permitted text colours on navy.
Clinical Note
All Sapphire Lab prosthetics are CE-marked and comply with UK MDR 2002 regulations. Full traceability documentation supplied with every case.
Gold Callout Box
White box with 4px left border in gold (#C5A55A) and a gold uppercase label. Used for clinical notes, compliance statements, important notices, and premium service callouts. Do not overuse — reserve for genuinely important information.
Element Usage Summary
Pattern
Max 10% opacity. Navy backgrounds only. Never over text.
Gold Rules
Horizontal only. 1px weight. Used sparingly for hierarchy.
Navy Panels
Full-bleed or full-width. Max 40% of any layout.
Callouts
Max 2 per page or spread. Always on light backgrounds.
Section 07
Photography Style
Photography must communicate the precision, quality, and clinical integrity of Sapphire Lab's work. All imagery should feel contemporary, clean, and quietly premium — never stock-photography generic.
Prosthetic & Product
- Macro or close-up focus on surface texture and material quality
- Neutral backgrounds: pure white, ice blue, or dark studio grey
- Controlled studio lighting — no harsh shadows
- Shoot from multiple angles; include scale reference where useful
- Post-process with cool-to-neutral white balance
- Depth of field: shallow, with subject sharp and background bokeh
Lab & Process
- Show craft, precision tools, and digital technology side by side
- Capture hands at work — gloves, instruments, articulators
- Clean, well-lit workspaces — no clutter, no mess
- Include Sapphire Lab branding in frame where natural
- Blue and cool-toned ambient light preferred
- Convey focus, expertise, and quiet concentration
People & Team
- Professional, confident, approachable — not stiff or corporate
- Uniform or lab coat preferred; clean and well-presented
- Natural expressions, genuine moments over posed shots
- Navy or white background where possible
- Include team in action — not just headshots
- Diversity should be represented authentically
Photography — What to Avoid
Colour Treatment in Photography
White Balance
Cool-to-neutral (5200–5600K). Never warm-toned.
Exposure
Slightly lifted — clean and bright. Avoid muddy shadows.
Post Processing
Minimal. Sharpen product shots. No heavy presets or filters.
Section 08
Tone of Voice
Sapphire Lab speaks with the quiet authority of genuine expertise. We communicate differently depending on whether we're speaking to dental professionals (B2B) or patients (B2C) — same values, different register.
B2B — Dental Professionals
Technical, Precise,
Collegial
When addressing dentists, prosthodontists, and practice managers, we speak as peers in a clinical profession. We use correct clinical terminology without over-explaining it. We are confident without being arrogant.
Example Tone
"Our full-arch zirconia cases are milled from 1,200 MPa blocks and verified against your digital impression before dispatch. Lead time is five working days; rush cases available on request."
B2C — Patients & Public
Warm, Reassuring,
Clear
When addressing patients, we translate clinical excellence into human benefit. We are warm but never fluffy. We use plain language and explain what things mean for the patient's comfort, confidence, and quality of life.
Example Tone
"Your new crown is crafted to match your natural tooth colour precisely and to fit your bite perfectly — so it feels natural from day one. We work directly with your dentist to make sure everything is right before it's fitted."
Always — Universal Voice Rules
Write in active voice: "We deliver" not "Deliveries are made"
Lead with patient benefit, not laboratory capability
Be specific about materials, timescales, and standards wherever possible
Use UK English spelling throughout (colour, recognise, catalogue)
Express numbers clearly: "five working days" not "5 business days" in formal copy
Reference both NHS and private services — never imply exclusivity to one
Cite Birmingham as the home of the lab — local pride, not a limitation
Use the name "Sapphire Lab" — never "Sapphire Labs" or "The Lab"
Words & Phrases to Avoid
Contact Sapphire Lab
Brand Enquiries
For questions about logo usage, colour specifications, typesetting, or any brand application not covered in these guidelines, contact the brand guardian before proceeding with production.
When in doubt — ask first.