TLP brand resources and guidelines

These guidelines outline how our brand should be presented across all platforms, including websites, social media and other communication or marketing materials.

Vision

Anyone who feels life is no longer worth living can find a confidential place with a compassionate listener who will give them time.

Mission

To provide face-to-face support for people who feel life is no longer worth living.

Values

Caring

Collaborative

Courageous

Resolute

Respectful

Logo

The TLP logo is central to our brand and the most recognisable element of our brand identity. It must be presented consistently by only using the master artwork from our logo library.

Download logo library

Safe zone

The logo should have enough space around it to maintain legibility. The exclusion zone is equivalent to the height of the ‘g’ on all sides.

Minimum size

The minimum logo size for digital applications is 90px wide. In print, the minimum size is 30mm wide.

Things to avoid

Using our logo consistently ensures brand recognition and allows for creativity elsewhere. Avoid these usages:

Don’t stretch

Don’t change the colour

Don’t add a drop shadow

Don’t replace the font

Don’t make the logo 3D

Don’t rotate

Brand mark

The TLP brand mark is to be used primarily on internal marketing material and comms. The mark can also be used for all social media channel profile images and digital assets.

Download brand mark

Colour palette

Primary colours

Burnt orange

CMYK: 17, 69, 90, 6
HEX: #c7622b
RGB: 199, 98, 43

Apricot

CMYK: 0, 60, 75, 0
HEX: #F08046
RGB: 240, 128, 70

Indigo

CMYK: 100, 93, 35, 37
HEX: #22234F
RGB: 34, 35, 79

Secondary colours

Dark Fuchsia

CMYK: 45, 95, 25, 10
HEX: #932969
1RGB: 47, 41, 105

Wisteria

CMYK: 85, 82, 17, 3
HEX: #494282
RGB: 73, 66, 130

Sky Blue

CMYK: 75, 20, 10, 0
HEX: #219ECB
RGB: 33, 158, 203

Teal

CMYK: 80, 30, 40, 15
HEX: #257d86
RGB: 34, 35, 79

Jade

CMYK: 70, 5, 60, 0
HEX: #48AD82
RGB: 72, 173, 130

Amber

CMYK: 0, 30, 75, 0
HEX: #FBBC51
RGB: 251, 188, 81

Typography

Poppins

The brand typeface is Poppins, a geometric sans serif typeface that is clean, modern and free to use.

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

Download the font family

Typesetting hierarchy

Using the font confidently helps deliver a clear and structured message. Being consistent is key!

Headlines set in Poppins Bold

Subheads set in Poppins Medium or SemiBold

Body copy set in Poppins Regular. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin ac vestibulum purus. Curabitur aliquet sagittis leo eu euismod. Donec vel lacinia lectus. In hac habitasse platea dictumst. Nam sed sem eu risus fermentum sagittis id a ex.

Photography

TLP photography captures the essence of the TLP mission: to provide face-to-face support for people who feel life is no longer worth living. It is diverse, inclusive and represents both TLP’s visitors and Listening Volunteers.