Her Helping Hand — Brand Identity Standards (Visual Approval)

Family Executive Review · Official Brand Lock

Brand Identity & Visual Language Standards

Waterloo Region, Ontario · Senior Companionship

Care Leadership

Andy McMurdo

Founder & Care Lead

Operations & Finance

Geoff McMurdo

Operations & Growth

Brand & Digital

Jackson McMurdo

Digital Architecture

Component 1 · Brand Hierarchy

Official Logo & Lockup Hierarchy

Our official 4-tier system: Flagship primary wordmark, digital alternates, editorial print lockup, and utility marks.

Tier 1 · Primary Master Official Flagship Brand Anchor

WM-02

Target Usage: Website hero & header, primary stationery, signage, and core identity. #234331 Olive · #648465 Sage · #C39891 Rose

Tier 2 Digital Alt

WM-03 Rose Accent

Mobile headers, avatars, email signatures.

Tier 3 Editorial Print

COMBO-06 Rose Lockup

Trifold brochures, folders, event banners.

Tier 4 Utility & Stamps

COMBO-10 Sage Lockup

Rubber stamps, embroidery, invoices.

Component 2 · Emblem Palette

The Companion Heart-Clasp H

Two hands clasping in solidarity across serif pillars, forming an organic negative-space heart.

Priority 1 #C39891

Monochrome Rose

Official emblem for primary brand touchpoints.

Priority 2 #648465

Monochrome Sage

Soft botanical accent and secondary badges.

Priority 3 Duo

Signature Two-Tone

Heritage Olive left + Meadow Sage right.

Priority 4 Hearth

Olive + Rose Accent

High emotional warmth for family notes.

Priority 5 #234331

Monochrome Olive

Single-ink print, stamps, and formal paper.

Priority 6 Inverse

Inverse Dark Surface

Dark website footers, outerwear, and swag.

Component 3 · Visual Foundation

Colour Balance & Cardstock Canvas

A tactile 60-30-10 palette eliminating clinical hospital blues in favour of warm cotton paper and botanical tones.

60% WARM COTTON CARDSTOCK (#FAF8F5)

25% OLIVE

10% SAGE

5% ROSE

Warm Cotton Paper

#FAF8F5 · 60%

Tactile cardstock tooth

Heritage Olive

#234331 · 25%

Wordmark & primary anchor

Meadow Sage

#648465 · 10%

Center "helping" & tags

Warm Hearth Rose

#C39891 · 5%

Heart tittle & emotional mark

Component 4 · Editorial Typography

Type Specimen & Family Sign-Off

Distinguished Fraunces variable serif paired with Figtree humanist sans for effortless senior readability.

Primary Headline Font · Fraunces Serif

“The same friendly, familiar face every single visit.”

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz · 0123456789

Secondary Body & UI Font · Figtree Sans (18px Minimum Guardrail)

We believe senior companionship shouldn’t feel like a rotating carousel of strangers. When our companions come over, they come as trusted friends who know how your Mom takes her morning tea, listen with unhurried patience, and share regular photo updates for daily peace of mind.

Waterloo Region, Ontario

Executive Approval & Brand Authorization