Brand Standards
Logo Files
Your logo is the visual cornerstone of your identity. This section contains all approved logo formats and variations for use across digital, print, and promotional materials. It includes full color, black, and white versions in both vertical and horizontal orientations. These assets help maintain consistency and ensure your brand is represented correctly, no matter the platform.
Usage Guidelines
- Maintain clear space around the logo
- Do not alter color, proportion, or orientation
- Always use high-resolution files for print
Color Palette
Deep Blue
CMYK: 100, 72, 0, 50
RGB: 0, 53, 127
Hex: #00357F
11.57 on White
Passes AAA level for any size text and AA for user interface components and graphical objects
Fresh Green
CMYK: 79, 0, 91, 0
RGB: 38, 177, 75
Hex: #26B14B
7.47 on Black
Passes AAA level for any size text and AA for user interface components and graphical objects
Dark Violet
CMYK: 30, 100, 0, 17
RGB: 148, 0, 211
Hex: #9400D3
Warm Orange
CMYK: 0, 40, 100, 0
RGB: 255, 153, 0
Hex: #FF9900
9.81 on Black
Passes AAA level for any size text and AA for user interface components and graphical objects
Bright Yellow
CMYK: 4, 0, 90, 0
RGB: 255, 244, 25
Hex: #FFF419
18.21 on Black
Passes AAA level for any size text and AA for user interface components and graphical objects
Fonts
Typography
Typography plays a major role in brand communication. The fonts you use convey professionalism, personality, and hierarchy of information. This section outlines your approved typefaces, usage rules for headings, body text, and web applications, and includes downloadable font files (when licensing allows).
Primary Typeface:
Abril Display – used for headlines and bold statements
Secondary Typeface:
Poppins – used for body copy and readable content
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Voice & Tone
Your voice reflects who you are—it’s how you speak to your audience. Tone may shift slightly depending on context, but your core values and style should remain consistent. This section defines your personality and provides guidelines for writing in a way that feels authentic, supportive, and aligned with your mission.
Brand Personality:
Compassionate, warm, empowering, inclusive, and clear.
Voice Tips:
- Use strengths-based, people-first language
- Be optimistic and encouraging
- Avoid jargon or overly clinical terms
Imagery Guidelines
Images help tell your story and evoke emotion. This section outlines the style of photography and illustrations that align with your brand values—focusing on real people, real moments, and a warm, inclusive tone. It ensures that visual content supports your mission and doesn’t feel generic or misaligned.
Preferred Style:
- Authentic, candid, and inclusive photos
- Minimal, friendly illustration
- Natural light, soft tones
- No staged or overly polished stock images