BRAND KIT

The following information outlines the core visual elements that make up the Amy Badenhorst brand identity and visual design system. Follow this brand guideline as closely as possible in order to correctly apply the brand assets in a clear and consistent way across all platforms.

Drop Image
Primary Logo

This is your core, complete logo—containing your full business name and primary graphic mark. It is the most authoritative representation of your brand and should be used for official, high-visibility placements.

  • Full Colour: Your standard logo using the brand's full color palette.
    • Practice Website Homepage: Establishes a warm, professional and trustworthy first impression.
    • Waiting Room Signage: A welcoming sign at your office entrance or reception area.
    • Professional Stationery: Letterheads, referral forms and assessment report templates.
    • Business Cards: Ensures your full brand is clearly visible when networking.
    • Large Marketing Brochures & Flyers: For distribution at schools, universities, or community health centers.
  • Monochrome (Black): A single-color (black) version of your primary logo.
    • Photocopied or Faxed Documents: Intake forms, consent forms, or handouts that may be copied in black and white.
    • Medical Aid / Insurance Claim Forms: Many healthcare reimbursement forms require black-and-white printing.
    • Newspaper Advertisements: If you place an ad in a local community paper that only accepts monochrome.
    • School Referral Letters: Official correspondence to schools or educational psychologists that may be printed on non-color office printers.
    • Internal Office Files: Staff procedure manuals or internal case notes where color printing isn't necessary.
  • White: The reversed-out version (the logo is white), designed for dark or colored backgrounds.
    • Dark-Colored Office Signage: A sleek acrylic or wooden sign with white lettering on your office door.
    • Dark Website Headers or Footers: If your website uses a dark navigation bar.
    • Deep-Colored Presentation Slides: For workshops given to parents, educators, or at youth events.
    • Photo Overlays: Placed subtly over a calming, dark background image on your website's hero banner or social media posts.
Drop Image
Secondary Logo

This is a simplified variation of your primary logo—often rearranged (e.g., stacked vertically) or slightly simplified for more compact spaces, while still retaining the full practice name.

  • Full Colour: The secondary logo using the brand's full color palette.
    • Website Header or Footer: Fits neatly when horizontal space is limited.
    • Social Media Profile Images (e.g., Facebook, LinkedIn): Offers a compact, readable version for profile pictures.
    • PDF Report Footers: A professional touch at the bottom of client assessment reports.
    • Email Signature: Adds a professional brand mark at the end of every client or referral email.
  • Monochrome (Black): The single-color secondary logo.
    • Black-and-White Print Materials: Inside pages of brochures, workshop handouts, or journaling worksheets for clients.
    • Form Headers: On client registration or GDPR/consent forms that are printed in bulk.
    • Subtle Document Watermarks: Placed lightly in the background of text-heavy documents to maintain branding without distraction.
    • Low-Cost Bulk Printing: For flyers or notices sent to schools where color printing is too expensive.
  • White: The white secondary logo for dark backgrounds.
    • Dark-Colored Email Signatures: If you use a dark-mode email client or a dark-branded email template.
    • Dark Social Media Graphics: For quote cards or mental health awareness posts that use a dark aesthetic.
    • Digital ID Badges or Lanyards: For hospital or school visits, the compact white mark works well on a dark badge.
    • Sponsorship or Community Event Banners: Where space is tight but you need a professional presence on a dark backdrop.
Drop Image
Favicon

This is the smallest, most simplified version of your brand. It is designed for extreme miniaturization and typically does not require separate color variants (one clear version suffices).

  • Browser Tab Icon (Favicon): The small image that appears next to your website's name in a web browser tab—making your site instantly recognizable.
  • Mobile App Icon: If you offer a booking portal, client portal or mindfulness app for your young clients.
  • Social Media Avatar (small circular spaces): Used for Instagram, TikTok, or WhatsApp Business profile pictures where a full name is too small to read.
  • Bookmark / Home Screen Shortcut: When clients or parents save your website to their phone's home screen.
  • Document Corner Watermark: A faint, subtle mark on therapeutic worksheets, handouts, or journal pages given to clients.
  • Branded Stickers or Small Swag: On pens, stress-relief items or notebook covers for young adults.
  • Google My Business & Professional Directories: For listings like Psychology Today or health networks that require a tiny identifying image.
Drop Image
Colors
Text
hex:  #53776F
rgb:  83 / 119 / 111
Monogram Gradient 1
hex:  #567375
rgb:  86 / 115 / 117
Monogram Gradient 2
hex:  #85A892
rgb:  133 / 168 / 146
Monogram Gradient 3
hex:  #99A3CF
rgb:  153 / 163 / 207
White
hex:  #FFFFFF
rgb:  255 / 255 / 255
Mono
hex:  #22211E
rgb:  34 / 33 / 30
Drop Image
Typography
Primary Typeface
Aa
DM Serif Display
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*()?+
Secondary Typeface
Aa
Public Sans
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*()?+