Brand Identity v1.1

Helen

Logos, colors, typography, and usage guidelines. Built to feel warm, honest, and clear — like a trusted friend who actually understands insurance.

Logo

A Fraunces “H” on teal. Use the lockup when space allows. Wordmark alone for inline use.

Logo Lockup
Logo Lockup
Icon + wordmark. Primary usage.
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Wordmark
Wordmark
Text mark on light backgrounds.
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Wordmark (White)
Wordmark (White)
Text mark on dark backgrounds.
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Profile Avatar
Profile Avatar
Square icon. Use for app icons, favicons.
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Profile Avatar (Circle)
Profile Avatar (Circle)
Circular crop. Use for social profiles.
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Social headers

Pre-sized cover images for each platform.

X / Twitter Header
X / Twitter Header
1500 × 500px
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Facebook Cover
Facebook Cover
820 × 312px
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Colors

Teal + white is the primary combination. Secondary colors are for accents and depth only.

Primary

Teal
#0d9e8f
Logo, CTAs, links, interactive elements. The brand color.
Teal Dark
#0a7a6e
Hover states. Never for large background fills.
Ink
#1a2028
Body text, headings. Softer than pure black.
White
#ffffff
Page background. Clean, not clinical.

Secondary

Teal Mid
#5ac5bb
Accents, tag highlights. Never for body text.
Teal Light
#e6f7f5
Soft tints, callout backgrounds.
Teal Mist
#f0fbf9
Page section backgrounds, subtle fills.
Graphite
#4a5568
Secondary text, captions, labels.
Ash
#8896a4
Placeholder text, disabled states.
Border
#d8e8e6
Card edges, dividers, separators.
Surface
#f8fbfa
Page-level backgrounds, section fills.

Typography

Fraunces for display. Plus Jakarta Sans for body. DM Sans for the wordmark. JetBrains Mono for numbers and code.

Display — Fraunces

Scan your card. Understand your benefits.

Wordmark — DM Sans

Helen

Body — Plus Jakarta Sans

Helen is a free tool that explains your health insurance card in plain English. No account. No login. No data stored.

Mono — JetBrains Mono

$3,000 deductible · 20% coinsurance · $7,500 OOP max

Fallback stack

Georgia, 'Times New Roman', serif

Usage rules

Please follow these when using Helen’s brand assets.

Don't rotate, stretch, or skew the logo.

Don't place the logo on busy backgrounds without a solid backing.

Don't change the logo colors — teal + white only, or white-on-teal only.

Don't add drop shadows, gradients, or effects to the logo.

Never use pure black (#000) — use Ink (#1a2028).

Teal Mid and Teal Light are for accents only — never for large text blocks.

Don't use the wordmark without capitalizing the H.

Maintain clear space equal to the height of the H crossbar on all sides.

Brand voice

A trusted friend who happens to understand insurance. Calm, clear, genuinely helpful. Never a pitch deck.

Plain-spoken

Short sentences. Real words. If a 10th grader can't understand it, rewrite it.

Warm

We care about the people we serve. Not saccharine — genuine.

Honest

We name the fact that insurance is confusing on purpose. Not cynical — honest.

Calm

Insurance is stressful. Helen is not. No urgency hacks, ever.

Questions? mike@forhelen.com