About / Brand kit
The building blocks of the mark.
Colors, type, wordmark, voice, and imagery. Use this page as the source of truth when producing anything under the Truthful Therapist name.
Wordmark
The primary mark.
Wordmark
The primary mark is the wordmark "The Truthful Therapist" set in Newsreader 500, with "Pamela Garfield-Jaeger, LCSW" beneath it in the eyebrow style. Do not typeset it in any other family.
Clear space
Maintain clear space equal to the cap-height of the wordmark on all sides. Do not crowd the mark with adjacent copy, buttons, or images.
Minimum size
Do not reproduce the wordmark below 120 px wide on screen or 1 inch wide in print. Below that, use the coral underline glyph alone.
Color usage
The wordmark sits in Ink on Paper (light contexts) or Paper on Petrol (dark contexts). Never place it on Coral or Clay backgrounds.
Color
Eight values, one climate.
The palette leans quiet (paper, ink, petrol) and reserves coral for the moments that need weight. Every hex below is pulled directly from the live site's CSS variables.
Ink
#1B2A2B
var(--color-ink)
Primary text, headings
Petrol
#16383B
var(--color-petrol)
Secondary surfaces, footer, CTAs
Paper
#F4F5F1
var(--color-paper)
Page background
Surface
#FFFFFF
var(--color-surface)
Cards and elevated surfaces
Coral
#E4533C
var(--color-coral)
Primary accent, underline, buttons
Coral Ink
#B8341C
var(--color-coral-ink)
Accent text and icons on light surfaces
Turquoise
#2FA0A0
var(--color-teal)
Secondary accent (tags, hover states)
Turquoise Ink
#166A6A
var(--color-teal-ink)
Secondary accent text, secondary buttons
Clay
#B5532E
var(--color-clay)
Warning / destructive
Mute
#5E6B66
var(--color-mute)
Secondary text
Hairline
#D7DCD3
var(--color-hairline)
Borders and dividers
Typography
Three families, clear roles.
Display
Newsreader
Headlines, pull-quotes, editorial moments. Weight 500. Slight negative tracking.
"Newsreader", ui-serif, Georgia, serif
Sans
IBM Plex Sans
Body copy, UI, forms. Weights 400 / 500 / 600.
"IBM Plex Sans", ui-sans-serif, system-ui, sans-serif
Mono
IBM Plex Mono
Eyebrows and small labels. Uppercased, letter-spacing 0.12em, "eyebrow" utility.
"IBM Plex Mono", ui-monospace, monospace
Voice: do
How the writing sounds.
- Say what you saw, in plain language.
- Name uncertainty out loud when it exists.
- Prefer nouns and verbs over adjectives.
- Trust the reader, they can hold complexity.
- Address parents and clinicians as adults.
Voice: don't
What to avoid.
- Slogans, mission-statement voice, or corporate cheer.
- Ideological shorthand from any camp.
- Diagnoses in place of description.
- Hedging that hides what you actually think.
- Emoji, exclamation, or clickbait framing.
Imagery
The photographic register.
- Photography leans documentary: natural light, genuine expressions, no stock-studio staging.
- Portraits favor a 4:5 crop with generous negative space to the side of the subject.
- Interiors and objects feel lived-in: books, notebooks, warm light, quiet rooms.
- Avoid clinical stock photography, gradient overlays, and generic wellness aesthetics.