Brand Guidelines — Version 2.0
The Visual Language
of Room To Care
Where Education Meets Empathy
This guide defines how Room To Care looks, sounds, and feels across every medium. Use it to create materials that are consistent, accessible, and true to our mission.
Who We Are
Mission & Brand Voice
Room To Care exists at the intersection of education and empathy. Every visual and verbal choice we make should reflect our commitment to healthcare workers, caregivers, and the communities we serve.
Visual Identity
Color System
Room To Care's palette draws from water, sky, and earth — each color chosen to evoke trust, warmth, and clarity. Click any swatch to copy its hex code.
Primary Palette
CMYK 49,17,0,16
CMYK 95,34,0,37
CMYK 28,8,0,76
CMYK 27,6,0,88
CMYK 0,16,62,27
CMYK 0,8,30,9
Secondary Palette
CMYK 89,3,0,53
CMYK 89,2,0,71
CMYK 79,2,0,15
CMYK 0,73,64,41
Visual Identity
Logo System
The Room To Care mark is built from two inseparable elements: the stitched heart symbol and the Adobe Aldine logotype. They may be used together or independently — but never altered.
Heart Orientation
The Room To Care heart symbol has a deliberate counter-clockwise tilt (~8°). This is intentional — it gives the mark warmth and a sense of gentle motion. Never rotate it to appear "corrected" or perfectly upright.
Why the tilt matters: The slight CCW rotation is a deliberate design choice that gives the heart warmth, informality, and gentle forward momentum. It complements the serif logotype and makes the full mark feel handcrafted. Always use the provided files — never attempt to "straighten" the heart.
Clear Space & Minimum Sizes
Minimum Clear Space
Maintain a clear zone equal to the height of the lowercase "o" in the logotype on all sides. Never place other elements within this zone.
Minimum Sizes
Logo Usage by Context
Visual Identity
Typography System
Three typefaces work in concert. Never use more than two in a single layout. Adobe Aldine carries emotion; IBM Plex Sans delivers information; Source Sans 3 handles UI.
Type Scale Reference
Visual Identity
Image Style
Room To Care imagery should feel human, warm, and purposeful. Photography tells the story of real caregiving — never staged, never stock-perfect. Every image should feel like it could have been taken by someone who was in the room.
Image Categories
✓ Always Choose Images That Show
✗ Never Use Images That Are
Color Treatment: Apply a warm grade — slight increase in Kelvin (+5–15K), subtle desaturation (–5), teal-tinted shadows, wheat-toned highlights. Avoid cold blues, hard contrast, or heavy Instagram-style presets. The goal is real life, slightly more beautiful.
Visual Identity
Gradient System
Gradients are used for hero backgrounds, video overlays, and emotional design moments. All gradients derive from the brand palette — never introduce colors outside the system.
Usage rule: Use gradients sparingly — for one major element per layout. Avoid gradients on body text backgrounds. Always ensure text placed over gradients meets WCAG AA contrast (minimum 4.5:1 for normal text).
Applications
Social Media
Room To Care is present on Instagram, Facebook, LinkedIn, and YouTube/TikTok. Each platform has different dimensions and content rhythms — but all must maintain consistent brand voice and visual identity.
Dimensions
Visual Style
Caption Style
Caption Style
Lead with human impact. Open with a story or a question. Keep it under 2200 characters. Emoji used sparingly — end of post only.
Tone
Warm, story-driven, hopeful. Conversational but purposeful.
Applications
Web Design
The Room To Care website is the brand's most visible touchpoint. It must feel warm and human while maintaining professional credibility. Clean layouts, generous whitespace, and accessible type are non-negotiable.
Color Application
Layout Rules
Button Styles
Typography
Spacing System
Interaction
Applications
Print Design
Print materials represent Room To Care in physical spaces — trainings, events, offices, and partner facilities. Every printed piece is an ambassador for the brand.
Business Cards
Letterhead / Documents
Brochures
Event Materials
Color Specs
File Specs
Applications
Video Design
Video is Room To Care's most powerful storytelling medium. Every video should feel intentional, warm, and professionally crafted — whether it's a 30-second social clip or a full training module.
Master Resolution
Lower Thirds
Audio Standards
Color Grade
Brand Elements
Content Style
Standards
Accessibility
Room To Care's commitment to inclusion extends to every pixel. All digital materials must meet WCAG 2.1 AA standards at minimum. The following contrast pairs are approved for use.
WCAG AA Contrast Checker
Normal Text
4.5:1 minimum
Body copy at any size
Large Text
3:1 minimum
18pt+ regular or 14pt+ bold
UI Components
3:1 minimum
Buttons, form inputs, icons
Focus Indicator
3px ring
Ocean color, keyboard-nav only
Touch Targets
44×44px min
Use padding to meet size
Alt Text
All images
Decorative: alt="". Informative: describe.
Standards
Do & Don't
These rules protect the integrity of the Room To Care brand. When in doubt, ask: does this feel warm, clear, and credible? Does it honor our mission?
✓ Always Do
- ✓Use Adobe Aldine sparingly and intentionally for maximum impact
- ✓Give headlines generous line-height and breathing room
- ✓Keep body copy calm, readable, and well-spaced
- ✓Maintain WCAG AA contrast on all text elements
- ✓Let emotion come from words and composition, not effects
- ✓Use the heart symbol as a source of warmth, not decoration
- ✓Apply the correct logo version for each background
- ✓Use sentence case for headlines (not all caps)
- ✓Ensure all images have descriptive alt text
- ✓Export print files in CMYK at 300 DPI or higher
✗ Never Do
- ✗Mix all three typefaces in a single layout
- ✗Use all caps for headlines — especially in Adobe Aldine
- ✗Add shadows, glows, outlines, or effects to text
- ✗Compress or expand letterforms or line spacing
- ✗Place the logo on busy photos without a contrast overlay
- ✗Recreate or modify the logo in any way
- ✗Use Sky Reflection (#6AAED4) as a text color on white
- ✗Use Burnt Rose (#952735) as a primary or decorative brand color
- ✗Over-animate typography or use heavy motion presets
- ✗Use RGB color values for print production
"Every pixel is a promise to the caregivers we serve."
Room To Care Brand Philosophy
Questions about brand usage? Contact the Room To Care team.
Info@Roomtocare.com