Brand guide

Clean and confident: black and white, one accent color, and big spaced-out capitals. The Florida cues stay quiet: the outline of the state, and a 1920s geometric typeface in the spirit of the Art Deco signs on Miami Beach.

The logo

Primary. Use on white.

Reversed. Use on black, on photos with a dark overlay, and on yard signs.

The Florida outline. Use it as an icon by itself, never inside the wordmark. It’s the one obvious state cue.

App icon, favicon and profile picture.

Color

Black#111111
Text, outlines, dark sections
White#FFFFFF
Main background
Light grey#F4F4F1
Quiet panels
Gulf teal#0E7C7B
The one accent

Teal is the only color. Use it for sign-up and donate buttons, the line on top of each issue card, and small highlights. If everything is teal, nothing stands out.

Type

Josefin Sans for headlines

Figtree for everything you read.

Both are free Google Fonts, so any volunteer or printer can use them.

  • Headlines, labels and buttons are all caps with wide letter spacing.
  • Everything you read is in Figtree, sentence case.
  • The tilted “MEET” stamp is for section intros only. Use it once per page.

Voice

Talk like a vet explaining something to a neighbor. Short, plain, specific, and a little funny when it fits.

  • Say who pays. “Your premium,” “your daycare bill,” “your tax dollars.”
  • One number per post, with a real source.
  • Speak as a vet, not for the Navy. “When I served…” is yours. “The Navy thinks…” is not.
  • Punch up. Name donors, contractors and PACs. Never mock voters.
  • The umbrella: Make the American dream affordable again. Health care and child care sit under it. Money out of politics and no more wars explain why it isn’t affordable yet.

Social templates

Full-size PNGs are in the social folder. Swap the words, keep the layout.

No more wars. Spend it here.

Child care shouldn’t cost more than rent.

Overturn Citizens United.