Brand Guidelines
Explore the standards and best practices for the TherapEase visual identity.
Purpose
To uphold the visual identity
The purpose of this guide is to help maintain TherapEase’s visual identity throughout all brand materials and design. Use this guide as a standard for internal and external communications.
Who it’s for
For those who represent the brand & use it’s assets
This guide explains how to use our logos, colours, typography, graphics, and images in a consistent way.
What’s included?
Logo downloads, colour codes, and styling tips.
Look through the sections below to get the files and styles you need. If you do not find what you’re looking for, please reach out to TherapEase:
Get to know us
Our purpose is to bring ease to online therapy
TherapEase offers online counselling services for adults in Alberta. Get professional and personal counselling from the comfort of your own home.
Logo Usage
Horizontally Aligned Logos
On external communications, version of the logo which includes “counselling” should be used when possible or when size allows. If legibility becomes an issue for small-scale applications, the version without “counselling” can be used in its place.
Avoid making adjustments to the logo structure, icon, text, or colour that are not shown in this guide in order to maintain brand consistency.
Download All Logos
Vertically Aligned Logos
The vertically-aligned versions of the logo can be used in instances where center alignment is important, or horizontal space is limited.
There is no set preference on which is more prominently used but it should suite the application.
On external communications, version of the logo which includes “counselling” should be used when possible or when size allows. If legibility becomes an issue for small-scale applications, the version without “counselling” can be used in its place.
Download All Logos
Colour Variations
The TherapEase logo comes in 2 main colour variants, Full Colour & Colour Reverse.
The secondary colour applications are Reverse (all white) & One Colour (all dark blue), and should only be used when necessary for visibility or when printing in single colour. Black may also be used if necessary for single colour printing.
Always ensure that there is adequate contrast from the background when using the logo, it should be easily readable.
Avoid making adjustments to the logo structure, icon, text, or colour that are not shown in this guide in order to maintain brand consistency.
Download All Logos
Full Colour (main variant)
Colour Reverse (main variant)
Reverse (all white)
One Colour (all dark blue)
Clear Space
It’s important to keep a certain amount of “clear space” around your logo when placing it on brand materials, advertising, or any visual graphics.
Clear space helps present the logo and maintain good visibility when placed with other logos, marks, or graphics. The height of the lowercase lettering (ex. “r” in TherapEase is the benchmark for spacing (it is marked with an “x”). The space around the logo should be this size at a minimum.
Colours
Tranquil Tide
Hex: #337EA0
RGB: 52, 126, 160
CMYK: 81, 42, 24, 2
Calm Cove
Hex: #30505E
RGB: 48, 80, 94
CMYK: 84, 59, 47, 29
Deep Dive
Hex: #063244
RGB: 6, 50, 68
CMYK: 96, 71, 51, 48
Healing Haze
Hex: #AEE1F8
RGB: 224, 241, 249
CMYK: 11, 0, 1, 0
Serenity Sky
Hex: #AEE1F8
RGB: 174, 225, 248
CMYK: 29, 0, 1, 0
Radiant Relief
Hex: #F3DE39
RGB: 243, 222, 57
CMYK: 7, 6, 89, 0
Typography
Work Sans
This typeface has an inviting yet professional appearance. It’s a sans serif that by nature feels clean, structured, and organized. Work Sans has subtle details and unique characteristics to the letterforms that help give a friendly and warm appearance to the typeface.
Work Sans is available in numerous weights. Use the “Semibold” weight for headings and “Regular” weight for paragraphs.
Our license is for use on the web. Individual installations of the type can be purchased or downloaded here:
License on Adobe Fonts License on Google FontsAa
Aa
Bb
Cc
Dc
Ee
Ff
Gg
Hh
Ii
Jj
Kk
Ll
Mm
Nn
Oo
Pp
Rr
Ss
Tt
Uu
Vv
Ww
Xx
Yy
Zz
1 2 3 4 5 6 7 8 9 0
How to style type
Typography plays a large role in establishing visual language. It helps set the tone of communication and aids in providing clarity, style, and character.
For a consistent style, follow these styling suggestions.
Main headings or large display text should be set in Work Sans Semibold and be larger or most prominent compared to accompanying text. Line height or leading should be approx. 112-130% depending on size (larger percentage, as the heading size gets smaller).
Body copy or paragraphs should be set in Work Sans Regular. It should have approx. 180% line height (leading) for easy reading.
Headings are the most important message and help provide structure and clarity.
You can have secondary headings. The sizing should be greater than the paragraph text below but smaller than the heading text above. This creates a clear order of importance for a viewer to read.
This is an example paragraph. This styling should be used for main bodies of text, paragraphs, or longer format content.
Visual Assets
Hand drawn shapes
Linework can be used to add a hand drawn element and personal touch to the brand. It can be used to highlight or add emphasis to important words.
It can also be used to frame images within. The irregular shapes add a softness to brand and evoke a positive sense of “imperfection,” highlighting the personal and human touch TherapEase provides.
Download Shapes
Photography
Use photography of real people accessing help and support. It can be helpful to show them accessing therapy through digital means (such as a computer or phone).
Photography can also help represent the format of therapy (ex. individual or couple) and help express the issues or concerns that clients will come to TherapEase to seek help with.
It is important to represent the diverse range of people who can access online therapy and the different life circumstances they face.
