# Brand assets

The ViaCara logo, colours and typeface, with files for press and partners to download and a short guide to using each one well.

![A lavender armchair on a grassy bank beside a wooden jetty, looking over a calm lake with a heron and a willow](https://viacara.com/img/content/home-hero-scene-shore-1200.webp)

## Who we *are*

Our mission

> Help people find the professional who can help them, with care, without friction and without changing how that professional works.

Our strapline is "The calmer way to find your support."

Three values shape what we build. Our [trust page](https://viacara.com/trust/) shows how we keep to them.

1. ### Understanding before action

   We listen first and suggest people second. We pay the same attention to the people who come to us and to the professionals they meet.
2. ### Privacy by design

   We treat what you tell us about your wellbeing as health data from the start. We check our privacy work again when the law changes.
3. ### Honest by default

   We say what we do and how we do it. Rules written by people rank the professionals we suggest.

## Our *logo*

Each mark comes in Via Blue for light grounds and Clarity for dark grounds.

- ### Primary logo

  Our main logo. Use it first.

  [Via Blue SVG](https://viacara.com/brand/logo-lockup-blue.svg) [Via Blue PNG](https://viacara.com/brand/logo-lockup-blue.png) [Clarity SVG](https://viacara.com/brand/logo-lockup-white.svg) [Clarity PNG](https://viacara.com/brand/logo-lockup-white.png)
- ### Logo with strapline

  For large moments where the strapline stays easy to read.

  [Via Blue SVG](https://viacara.com/brand/logo-lockup-tagline-blue.svg) [Via Blue PNG](https://viacara.com/brand/logo-lockup-tagline-blue.png) [Clarity SVG](https://viacara.com/brand/logo-lockup-tagline-white.svg) [Clarity PNG](https://viacara.com/brand/logo-lockup-tagline-white.png)
- ### Brandmark

  Where the full logo cannot fit, such as a profile picture.

  [Via Blue SVG](https://viacara.com/brand/logo-icon-blue.svg) [Via Blue PNG](https://viacara.com/brand/logo-icon-blue.png) [Clarity SVG](https://viacara.com/brand/logo-icon-white.svg) [Clarity PNG](https://viacara.com/brand/logo-icon-white.png)

### Clear space and size

Leave space on every side of the logo, as wide as the V in the logo itself. The space grows and shrinks with the logo. In print, keep the primary logo at least 30 mm wide.

### Colourways

Use the logo only in these colour pairs.

- Via Blue on Day Dusk

  [SVG](https://viacara.com/brand/logo-lockup-blue.svg) [PNG](https://viacara.com/brand/logo-lockup-blue.png)
- Day Dusk on Via Blue

  [SVG](https://viacara.com/brand/logo-lockup-dusk.svg) [PNG](https://viacara.com/brand/logo-lockup-dusk.png)
- Clarity on Via Blue

  [SVG](https://viacara.com/brand/logo-lockup-white.svg) [PNG](https://viacara.com/brand/logo-lockup-white.png)
- Midnight on Clarity

  [SVG](https://viacara.com/brand/logo-lockup-midnight.svg) [PNG](https://viacara.com/brand/logo-lockup-midnight.png)
- Clarity on Midnight

  [SVG](https://viacara.com/brand/logo-lockup-white.svg) [PNG](https://viacara.com/brand/logo-lockup-white.png)

### Please do *not*

- stretch, squeeze or warp the logo
- rotate it
- add an outline, a shadow or any other effect
- change its colours outside the pairs above

## Our *colours*

Light themes lead the brand. Twilight and Sundown are highlights, so use them sparingly.

### Primary shades

- Via Blue

  Our main colour, first for the logo

  **Hex**

  #26365A

  **RGB**

  38, 54, 90

  **CMYK**

  58, 40, 0, 65
- Day Dusk

  Day scenes and light mode

  **Hex**

  #DAD0FF

  **RGB**

  218, 208, 255

  **CMYK**

  15, 18, 0, 0
- Summer Skies

  Day scenes and light mode

  **Hex**

  #C7EBE5

  **RGB**

  199, 235, 229

  **CMYK**

  15, 0, 3, 8
- Spring Skies

  Day scenes and light mode

  **Hex**

  #EFF7FA

  **RGB**

  239, 247, 250
- Twilight

  A highlight, used sparingly

  **Hex**

  #7985FF

  **RGB**

  121, 133, 255

  **CMYK**

  53, 48, 0, 0
- Sundown

  A highlight, used sparingly

  **Hex**

  #FF4945

  **RGB**

  255, 73, 69

  **CMYK**

  0, 71, 73, 0

### Accessibility shades

These shades keep text and borders easy to see.

- Midnight

  **Hex**

  #2B2B2B

  **RGB**

  43, 43, 43

  **CMYK**

  0, 0, 0, 83
- Storm

  **Hex**

  #959595

  **RGB**

  149, 149, 149

  **CMYK**

  0, 0, 0, 42
- Overcast

  **Hex**

  #D5D5D5

  **RGB**

  213, 213, 213
- Clarity

  **Hex**

  #F9F9F9

  **RGB**

  249, 249, 249

  **CMYK**

  0, 0, 0, 0

### Dark mode

Dark mode sits on a neutral night ground. Day Dusk tones carry the accents, so nothing glows. A faint Day Dusk glow at the top of the page fades into the ground.

- Night ground

  The page in dark mode

  **Hex**

  #1E1E1E

  **RGB**

  30, 30, 30
- Midnight

  Cards

  **Hex**

  #2B2B2B

  **RGB**

  43, 43, 43
- Night raised

  Raised panels

  **Hex**

  #363636

  **RGB**

  54, 54, 54
- Night border

  Borders and dividers

  **Hex**

  #3A3A3A

  **RGB**

  58, 58, 58
- Dusk tonal

  Primary buttons, with #F3EFFF text

  **Hex**

  #4B437A

  **RGB**

  75, 67, 122
- Dusk light

  Links and the pulled-out word

  **Hex**

  #C9BEF5

  **RGB**

  201, 190, 245
- Dusk focus

  The focus ring

  **Hex**

  #8E84C8

  **RGB**

  142, 132, 200

### Text pairings

These pairs keep text easy to read.

- Via Blue on Day Dusk

  Contrast 8.22:1
- Day Dusk on Via Blue

  Contrast 8.22:1
- Clarity on Via Blue

  Contrast 11.35:1
- Via Blue on Spring Skies

  Contrast 11.01:1
- Via Blue on Summer Skies

  Contrast 9.35:1
- Summer Skies on Via Blue

  Contrast 9.35:1
- Midnight on Clarity

  Contrast 13.45:1
- Clarity on Midnight

  Contrast 13.45:1

### Colour combinations

Start with a priority pair. Use an alternative only to tell two campaigns apart.

- Brand
  Priority
- Event or partner
  Priority
- Brand
  Alternative
- Event or partner
  Alternative
- Event or partner
  Alternative

### Gradients

Each gradient is a time of day. Use the brand gradient sparingly, to add depth.

- Brand
  Top-level brand work
- Day
  Day scenes and light mode
- Dusk
  Dusk scenes
- Night
  Night scenes

## Our *typeface*

Our typeface is Urbanist. Set text in Urbanist Medium, and the one word you want noticed in Urbanist Bold Italic.

Urbanist Medium

Urbanist Bold Italic

The calmer way to find your *support*.

Keep headings short. Pull out one word per line at most.

- ### Find the *right* support.

  Underline the one pulled-out word.
- ### It's *okay* to talk.

  Or point to it from above or below with a small arrow.
- ### Over *65* percent

  Circle a small figure, not a word.

Use one mark per heading, and leave marks off photographs.

## Our *photography*

Photographs should feel calm, warm and real.

- Bring in a brand colour softly, such as a chair or a wall in Day Dusk or Summer Skies.
- In a portrait, put the colour in the background, or in the clothing when the background feels heavy.
- Keep the grading soft. Avoid harsh colour and hard contrast.
- Keep marks off a photograph. The type rules still apply.

- ![Two friends walk away along a misty autumn path. Navy text reads: When did a friend last really understand you?](https://viacara.com/img/content/brand-example-photo-feed.webp)

  Feed post, 4:5. Soft grading and no marks on the photograph. AI-generated image.
- ![Two friends walk along an autumn path. Navy text reads: Who hears your story? A hand-drawn arrow points to the comment button.](https://viacara.com/img/content/brand-example-photo-story.webp)

  Story, 9:16. Words stay clear of the top and bottom bars. AI-generated image.

## Adverts and *print*

- Size the margins from the longest side of the page, divided by twenty-five.
- Let the headline lead. Its capitals touch the top margin.
- Keep a subheading at half the headline size or smaller.
- Put body copy at the bottom left and the logo at the bottom right.
- On a photograph, lay a soft Clarity wash under the words so they stay easy to read.

- ![Soft sky with lilac clouds. Navy text reads: What would you want a friend to understand?](https://viacara.com/img/content/brand-example-sky-card.webp)

  Top-level brand card on the day sky.
- ![Pale card framed by dashed lines. Navy text reads: Your practice. We never sit in your contract with a client.](https://viacara.com/img/content/brand-example-text-card.webp)

  Text card. A dashed frame and one mark on the pulled-out word.
- ![A5 flyer. Headline: Clients who connect with how you work. A photo of a quiet practice room with a lavender armchair, a QR code bottom left and the logo bottom right.](https://viacara.com/img/content/brand-example-print-flyer.webp)

  A5 flyer. Headline on the top margin, QR code bottom left, logo bottom right.

## Press and *partners*

For press or partner use, email [press@viacara.com](mailto:press@viacara.com).