Brand identity
Brand Style Guide
The visual language of Wright Intentions LLC — guidelines for consistent, professional representation across all media.
Logo variations
The Wright Intentions LLC logo is available in several configurations to suit different applications. Always use the correct variant for the surface and context.
Horizontal lockup — primary
Light backgroundsThe primary logo for most digital and print applications. Use on warm white, white, or sand backgrounds.
Horizontal lockup — reversed
Dark / navy backgroundsUse on navy, dark, or richly coloured backgrounds. This is the standard reversed variant.
Favicon / icon mark
Browser tabs & small formatsThe condensed icon mark for favicons, app icons, profile thumbnails, and any context where the full lockup is too wide.
Favicon / icon mark — reversed
Dark backgrounds — small formatsReversed icon mark for dark surface small-format applications such as dark-mode favicons or embossed print.
Logo usage rules
Clear space
Always maintain clear space equal to the height of the 'W' mark on all four sides of the logo. Never crowd the logo with other elements.
Minimum size
The horizontal lockup should never appear smaller than 120px wide in digital applications or 1 inch wide in print.
Approved backgrounds
Use the primary logo on light surfaces — warm white, white, or sand. Use the reversed logo on navy or dark backgrounds.
Do not alter
Never stretch, rotate, recolour, add effects, or rearrange the logo elements. Always use the approved artwork files.
Do not place on busy imagery
Avoid placing the logo directly over complex photographs or patterns without a clear background panel.
Colour variations
Only two colour versions are approved: full colour (navy + gold) and reversed (white + gold on navy). No greyscale or single-colour versions.
Colour palette
Our palette is built on trust, authority, and warmth. Navy anchors every communication; gold signals excellence; warm off-white provides breathing room.
Navy — Primary
#1a2744
Headers, primary buttons, hero backgrounds, body text on light surfaces
Gold — Accent
#c9a84c
Highlights, rule lines, pull quotes, hover states, decorative accents
Warm White — Background
#f8f6f1
Page backgrounds, card surfaces, print documents
Muted Sand — Secondary Background
#e8e4db
Alternating section backgrounds, subtle dividers
Border Tan
#d4cfc4
Borders, dividers, input outlines
White
#ffffff
Card backgrounds, overlays, reversed text on dark surfaces
Typography
Two typefaces work in harmony — Playfair Display brings editorial authority to headings; Lato provides clarity and warmth in body copy.
Headings & display
Playfair Display
Weights: Regular (400), Semi-bold (600), Bold (700)
Used for: Page titles, section headings, pull quotes, letterhead name
Body & UI
Lato
Weights: Light (300), Regular (400), Bold (700)
Used for: Body copy, navigation, buttons, captions, form labels
Type scale
Level
Size
Typeface
Notes
Display / H1
48–64px
Playfair Display Bold
Hero headlines only
H2 — Section heading
32–40px
Playfair Display Semi-bold
Major section titles
H3 — Sub-heading
22–26px
Playfair Display Regular
Card titles, sub-sections
Body — Large
18px
Lato Regular
Lead paragraphs, introductory copy
Body — Base
16px
Lato Regular
Standard body copy
Caption / Label
13–14px
Lato Regular
Captions, metadata, form labels
Spacing & layout
Consistent spacing creates visual rhythm and professional clarity across all brand materials.
Token
Value
Usage
xs4px
Icon padding, tight inline gaps
sm8px
Component internal padding
base16px
Standard gap, card padding
lg24px
Section heading margin, list gaps
xl40px
Card/panel padding, sub-section spacing
xxl64px
Section vertical padding
xxxl96px
Hero vertical padding
All multi-column layouts use a 12-column grid with a max content width of 1200px and 24px gutters. On mobile, all grids collapse to a single column.
Brand voice
Wright Intentions communicates with authority, warmth, and purpose. Every word should reflect our commitment to transformative systems and human dignity.
Authoritative
We speak from expertise. Use precise, confident language that reflects deep knowledge of ABA, systems design, and community care.
Warm
Behind every system is a person. Write with empathy and humanity — never clinical or cold.
Purposeful
Every sentence earns its place. Avoid filler, jargon, and passive constructions. Say what you mean.
Aspirational
We believe in transformation. Language should inspire confidence and possibility, not just describe services.