Recovery is real

Recovery is real.

Get Help Now

Brand Kit · v3.0 · Locked

Recovery is real.

The verbal and visual identity system — refined, hopeful, and built to make recovery feel real and reachable. Synthesized from the best of Dove, Nike, charity: water, Apple and Headspace.

01 · Logo

A serif wordmark with a “first light” emblem — a sun rising over a calm horizon. Sentence case, always. The period is intentional: a settled, hopeful fact.

Recovery is real — primary logo

Primary — light backgrounds

Recovery is real — reversed logo

Reversed — forest / photos

Recovery is real — emblem

Emblem — avatars, tiles

02 · Color

Green for growth and renewal; warm amber for hope and first light; warm neutrals to keep it human and premium. Amber is the single, consistent CTA color.

Forest

#16352B

Pine

#2F5D4E

Amber · CTA

#D98A3C

Clay

#B85C42

Sage

#E3EAE1

03 · Type

Fraunces — a warm, high-contrast serif — carries emotion and gravitas. Inter keeps everything clear and legible. Sentence case. No shouting.

Recovery is real.

Display / H1 — Fraunces, sentence case

Body copy is set in Inter at a comfortable reading size with a readable measure. It should sound like a friend who respects you enough to tell you the truth — warm, plain, and hopeful.

04 · Voice & messaging

We are

  • Hopeful & honest
  • Calm & dignified
  • Human & first-person
  • Person-first, always

We’re not

  • Fear-mongering or shaming
  • Clinical or cold
  • Sensational or salesy
  • Promising guarantees

Messaging

  • Rallying cry: Recovery is Real.
  • Bridge: Help is closer than you think.
  • Engine: Powered by CRCI.
  • Big idea: “I’m proof.” — alumni shown as first name + milestone (“Marcus, 4 years”).
  • Primary CTA: Get Help Now · secondary: I’m worried about someone
  • Microcopy: Free · Confidential · No judgment · Crisis: 988, 24/7