Brand Guidelines
Visual identity, colour palette, typography, and tone of voice for Formulate.
Logo
The Formulate logomark represents a maintenance cycle — three interlocking arc-and-chevron segments rotated 120°, symbolising the cyclical nature of CBT formulation. Use the logomark at a minimum size of 24px and ensure adequate clear space around it.
64px — Standard
32px — Compact
White on dark
Colour Palette
Brand
Brand
#e4a930
Brand Light
#fdf6e3
Brand Dark
#c48d1e
Brand Text
#7a5610
Primary
50
#fafaf8
100
#f1f0ee
200
#e8e8e6
300
#d4d4d0
400
#767676
500
#666666
600
#595959
700
#444444
800
#2d2d2d
900
#1a1a1a
950
#111111
Accent
Success
#15803d
Warning
#e4a930
Danger
#dc2626
Typography
Formulate uses DM Sans across all surfaces — app, worksheets, and marketing. It is a geometric sans-serif with open apertures that balances clinical professionalism with warmth.
Tone of Voice
We are
- Clinical — evidence-based, precise, grounded in CBT models
- Warm — approachable, encouraging, non-judgemental
- Clear — plain language, minimal jargon, scannable
- Empowering — therapist as expert, tools that support clinical judgement
We avoid
- Prescriptive — we don’t dictate how to practise
- Overly casual — no slang, emojis, or excessive exclamation marks
- Marketing-heavy — features speak for themselves
- Simplistic — we respect clinical complexity
UI Components
Buttons
Info Boxes
Instructions
Amber box for therapist instructions.
Clinical Context
Green box for clinical contributor content.
Therapist Guidance
Blue box for structured usage guidance.
Cards
Example Card
Rounded-xl corners, subtle border, shadow-sm.