# WPL Brand Guidelines

## Brand Identity

### Mission Statement
Empowering healthier lives through intelligent wellness technology.

### Brand Values
- **Trustworthy**: Evidence-based, secure, and reliable
- **Accessible**: Easy to use for all ages and technical abilities
- **Empowering**: Putting health control in users' hands
- **Innovative**: Leveraging cutting-edge AI responsibly

## Logo Usage

### Primary Logo
Use the full-color gradient logo as the primary brand mark on light backgrounds.

### Color Variations
- **Full Color**: Primary use on white/light backgrounds
- **White**: Use on dark backgrounds (#000000 or darker)
- **Black**: Use on very light backgrounds or when color printing unavailable
- **Grayscale**: Use when full color reproduction not possible

### Clear Space
Maintain clear space equal to 1/4 of the logo height on all sides.

### Minimum Size
- Digital: 120px wide minimum
- Print: 1 inch wide minimum

### Incorrect Usage ❌
Do NOT:
- Change logo colors
- Rotate or flip the logo
- Distort or stretch
- Add drop shadows or effects
- Place on busy backgrounds without proper contrast
- Use outdated versions

## Color Palette

### Primary Colors
- **Emerald Green** - #10b981 (Primary brand color)
- **Deep Emerald** - #059669 (Secondary)
- **Indigo** - #6366f1 (Accent)

### Neutral Colors
- **Charcoal** - #1f2937 (Primary text)
- **Gray** - #6b7280 (Secondary text)
- **Light Gray** - #f3f4f6 (Backgrounds)
- **White** - #ffffff

### Semantic Colors
- **Success** - #10b981 (Green)
- **Warning** - #f59e0b (Amber)
- **Error** - #ef4444 (Red)
- **Info** - #3b82f6 (Blue)

## Typography

### Primary Font
**Sans-Serif**: system-ui, -apple-system, BlinkMacSystemFont, "Segoe UI", Roboto

### Font Weights
- Regular (400) - Body text
- Medium (500) - Subheadings
- Bold (700) - Headings, emphasis
- Extra Bold (800) - Display headlines

### Type Scale
- Display: 48px / 3rem
- H1: 36px / 2.25rem
- H2: 30px / 1.875rem
- H3: 24px / 1.5rem
- Body: 16px / 1rem
- Small: 14px / 0.875rem

## Voice & Tone

### Brand Voice
- **Friendly but Professional**: Warm and approachable, not clinical
- **Clear and Concise**: No jargon, explain technical terms
- **Empowering**: Focus on user control and achievement
- **Evidence-based**: Back claims with data

### Writing Guidelines
- Use active voice
- Write for 8th grade reading level
- Avoid medical/technical jargon
- Be inclusive (all ages, backgrounds, abilities)
- Focus on benefits, not just features

## Imagery

### Photography Style
- Natural, authentic moments
- Diverse representation (age, ethnicity, body types)
- Warm, natural lighting
- Focus on real people, real food
- Active lifestyle shots

### Illustration Style
- Clean, modern line art
- Use brand colors
- Friendly and approachable
- Consistent stroke weight

## Digital Guidelines

### Website
- Responsive design for all devices
- Accessibility: WCAG 2.1 AA compliance
- Fast loading (<3 seconds)
- Clear navigation

### Social Media
- Profile picture: WPL logo (full color)
- Cover images: Brand colors with key messaging
- Post style: Mix of educational, inspirational, and product content
- Hashtags: #WPLHealth #WellnessJourney

## Contact

For questions about brand usage:
**Brand Inquiries:** https://www.wellnessprojectionlab.com/contact?subject=press

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*Version 1.0 | 3/4/2026*