TLP brand resources and guidelines
Whether you are a designer, marketer, supporter or partner – these guidelines will provide you with the tools and resources you need to create a unified and memorable brand experience.
Logo
The TLP logo is central to our brand and is the most recognisable element of our brand identity. It is the symbol of our organisation and a cornerstone of our and must be presented consistently by only using the master artwork from our logo library.
Safe zone
The logo should have enough space around it to keep it’s legibility. The exclusion zone is defined by the size of the ‘Brand mark’.
Minimum size
Our logos have been created for use at a minimum size of 30mm and 40mm. Digital, the minimum size is 80 pixels. There are no maximum size rules.
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 add a drop rotate
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 clean modern sans serif typeface free to use and download from fonts.google.com.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
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
The TLP hero photography should captures the essence of the TLP mission – To provide face-to-face support for people who feel life is no longer worth living. This is expressed through visitor meeting and location photography.
Visitors are the focal point of the photographic composition with the listening volunteers back to the shot. The photography is diverse, inclusive and represents both the TLP visitors and listening volunteers.
