Our brand is more than our logo. It is what we stand for in the hearts and minds of those who interact with us. It expresses our heart, soul and voice, and it effectively communicates why we matter to the community we serve. It also captures the essence of our points of difference, brand promise and character traits.
Our logo is the cornerstone of the HelpLine design system. It is instantly recognizable as the symbol that represents our organization. It should never be altered or distorted in any manner. It cannot be used as a substitute for “HelpLine” in writing. Our logo is made of up two components, the symbol and the wordmark. The symbol represents our work to support our community and empower change. This is reinforced in the wordmark, which emphasizes what we do—help. The color of our logo is HelpLine Green, which represents harmony and renewal.
Our primary logo is a stacked orientation. It should be used for most applications. Our black logo is for use only in documents that will be reproduced in black and white. The reversed logo may be placed on most dark backgrounds, as long as legibility is not compromised. The minimum size guideline protects our logo’s legibility. We measure minimum size by the height of the symbol. It should never appear smaller than 0.375 inches. Clear space helps maintain the visual integrity of our logo. It should not appear to be crowded by other elements such as text. We measure clear space by using the height of the “H” in our wordmark.
Click here to download HelpLine logos.
Our color palette is warm, welcoming, bright and positive. The colors represent our brand character traits, with a special focus on empathetic and empowering. Our primary color is HelpLine Green, a color associated with harmony and renewal. Our secondary colors can work as accent colors for HelpLine communications, depending on the message and intent. They also serve as primary colors for each of our programs. Our palette also includes lighter and darker values of each of our colors to add richness and depth to our brand and our communications.
Our typography is clean and easy to read. Combining a serif and sans serif font adds flexibility to our layouts while the use of scale creates hierarchy and emphasis.
Our primary fonts are Aleo and Open Sans. These fonts should be used in marketing communications that are created by a graphic designer. Aleo is a slab serif typeface that is friendly and easy to read. It comes in a variety of weights for hierarchy and emphasis. Open Sans is a very legible sans serif font. Both of our primary fonts are available for print and web through Font Squirrel. fontsquirrel.com/fonts/aleofontsquirrel.com/fonts/open-sans
For all other communications, Arial is the alternate typeface for our brand. It is a system font that is available on all computers. It should be used in situations when our brand fonts are not available, such as emails, email signatures, letters and other communications created in Word.
Our patterns are supporting visual elements that can work individually to represent our programs or come together to symbolize the connectivity associated with ourHelpLine master brand.
Our master brand pattern is inspired by the woven symbol of our logo. It’s made up of lines of four different angles that come together, overlap and intersect to show strength and our connection to the community. This pattern can be reduced to just one set of angled lines, giving a simplified, yet unique, pattern to each of our programs. The social work & counselor CEU training and volunteering programs have their own pattern which is related to the master brand pattern, but is made up of overlapping circles to reflect the Connections logo.