Humble Design Brand & Style Guide

Brand & Style Guidelines

2025 Edition

Table of Contents

Brand Voice & Messaging

Our Mission

Humble Design welcomes people home, so that lives are changed for good.

Our brand voice reflects the strength, resilience, and triumph that defines the families we serve. We speak with honor and authenticity, celebrating the courage it takes to rebuild and the partnership we share in creating beautiful new beginnings.

Our Voice Principles
Heart Icon

Honorable

We recognize the strength and resilience of every family. Their journey to stability is an achievement we celebrate.

Bed Icon

Memorable

We tell stories that stick, focusing on transformation, partnership, and the power of home.

Volunteer Icon

Authentic

We speak plainly about real challenges and real victories, without sentimentality or pity.

Voice Examples: Honor Their Journey

✓ DO THIS: Honor Their Journey

"Marcus spent eighteen months securing stable housing after his military service. This week, we partnered with him to transform his new apartment into a home where he can continue building his future with dignity and pride."
Why this works: Centers Marcus's agency and effort. Uses "securing" and "transforming" to show his active role. Acknowledges the partnership without making us the hero. Focuses on his continued journey forward.

✓ DO THIS: Honor Individual Journeys

"After completing his service, James worked for months to secure stable housing. This week, we partnered with him to transform his studio apartment into a space that reflects his strength and supports his goals for the future."
Why this works: Centers James's military service and personal effort. Shows his active role in securing housing. Focuses on his individual journey and future aspirations. Respects his independence while acknowledging partnership.

✓ DO THIS: Domestic Violence Situations

"When Sarah prioritized her family's safety and left an unsafe situation, she found housing but had to start over with very little. Today, her children have their own beds and a dining table where they can do homework together—a foundation for the stability she worked so hard to create."
Why this works: Frames her decision as strength and prioritization. Uses "unsafe situation" without labeling or exposing trauma. Centers her agency and the positive outcome. Focuses on what she's building rather than what she left behind.

✓ DO THIS: Celebrate Triumph

"She walked through the front door and saw a room filled with color, care, and possibility. That moment? It marked the start of her next chapter."
Why this works: Celebrates emotional impact and personal triumph, leaves a lasting impression through visual storytelling, and keeps the tone grounded and true to her experience.

✓ DO THIS: Center Partnership

"We design homes with individuals and families emerging from homelessness, honoring their journey, their strength, and the life they're building one room at a time."
Why this works: Includes both individuals and families. Centers dignity and real partnership. Focuses on long-term transformation. Uses direct, respectful language.
What NOT to Do

✗ NOT THIS: Diminishing Language

"We helped a homeless veteran today by giving him furniture so he wouldn't have to sleep on the floor anymore. He was so grateful for our generosity and couldn't stop thanking us."
Why to avoid: Uses "homeless" as identity, focuses on deficit ("sleep on floor"), positions us as saviors and them as passive recipients. Makes gratitude the focus instead of their strength and future.

✗ NOT THIS: Families as Helpless

"These families have nothing. Without our help, they wouldn't survive."
Why to avoid: This frames families as passive recipients of charity rather than resilient individuals. It disregards their strength and accomplishments. It's misaligned with our honorable messaging principle.

✗ NOT THIS: Vague Statements

"We help people get back on their feet."
Why to avoid: With no context and storytelling, sterile statements erase the memorable element and miss the chance to highlight transformation and partnership.
Language That Honors

✓ Say This

  • "Families and individuals who have experienced homelessness"
  • "Veterans transitioning to stable housing"
  • "Partner with" / "Collaborate with"
  • "Rebuilding" / "Creating stability"
  • "Fresh start" / "New chapter"
  • "Secured housing" / "Found home"
  • "Emerging from homelessness"
  • "Building their future"
  • "Left an unsafe situation for safety"
  • "Prioritized their family's wellbeing"

✗ Not This

  • "The homeless" / "Homeless people"
  • "Help" / "Give to"
  • "Get back on their feet"
  • "Less fortunate" / "In need"
  • "Placed in housing" / "Given housing"
  • "Suffering from homelessness"
  • "Struggling families"
  • "Fled domestic violence"
  • "Escaped abuse"
Key Messaging Themes

Strength in Partnership

We don't rescue—we collaborate with resilient people creating their next chapter

Home as Foundation

A beautiful, functional space provides stability for everything that comes next

Community Power

Together, we create lasting transformation that ripples through generations

Dignity & Agency

Every family we serve has inherent worth and the power to shape their own future

Powerful Messaging Examples

✓ Say This

  • "This mom brought her family through three shelters and never gave up. We simply helped her finish her story with a home she made her own."
  • "After his military service, David secured an apartment and we partnered with him to make it feel like home."
  • "When she prioritized her children's safety and left an unsafe situation, Maria showed incredible strength. Today, her kids have a safe space to call their own."
  • "The bed is more than furniture. It's sleep, routine, school attendance, and renewed self-esteem."
  • "Our volunteer crews don't just move furniture, they move futures. Individuals and families thrive when communities show up together."
  • "Together, we're creating spaces where people can thrive."
  • "Last year, we furnished 642 homes for individuals and families exiting homelessness."
  • "Every home we design marks the beginning of a new chapter."
  • "Because of our volunteers, every person we serve sleeps in a bed they can call their own."

✗ Not This

  • "Without us, this family would still be lost."
  • "We donate furniture so homes look nicer."
  • "These families have struggled to make good choices, but we give them a fresh start."
  • "She fled domestic violence and needed our help."
  • "Humble Design provides services to underserved populations."
  • "We improve lives through home design."
  • "These families have suffered unimaginable hardship."
  • "No other organization transforms lives through interior design like we do."

Remember:

Every individual and family we serve has already demonstrated incredible strength by securing housing. Our role is to partner with them as they create the next chapter of their story.

We honor their journey. We celebrate their resilience. We amplify their agency.

Logo Guidelines

Our Logo

Our logo is the cornerstone of our visual identity. The distinctive "h" with its roof represents home, shelter, and hope. It must always be used with care and respect, following the specifications outlined in this guide.

Primary Logo Variations
Vertical Logo - Orange

Vertical - Orange

Use for covers, posters, and square formats where vertical space is available.

Horizontal Logo - Orange

Horizontal - Orange

Use for headers, business cards, and wide banner applications.

Vertical Logo - Black

Vertical - Black

For single-color printing or when color reproduction is limited.

Horizontal Logo - Black

Horizontal - Black

For single-color applications and professional documents.

Icon-Only Applications
Orange H Icon with Roof

"h" Icon - Orange

Social media profiles, favicons, app icons when brand recognition is strong.

Black H Icon with Roof

"h" Icon - Black

When color is not available or single-color printing is required.

White H Icon with Roof

"h" Icon - White

For dark backgrounds and high-contrast applications.

Logo with Tagline
Logo with Tagline - All Colors

Use tagline version with "togetherness to end homelessness" for formal documents, letterhead, and when mission context is important.

Logo with Tagline - Black

Black tagline version for single-color printing and professional documents.

Logo with Tagline - Orange

Orange tagline version for high-energy materials and brand emphasis.

City-Specific Logo Resources

Complete Logo Library Access:

All city-specific logo variations and additional brand assets are available in our shared Google Drive folder.

Includes all city variations, chapter logos, and additional brand assets

Logo Usage Guidelines

✓ Do

  • Maintain minimum clear space equal to the height of the "h"
  • Use approved color variations only
  • Ensure logo is legible at all sizes
  • Use high-resolution files for print
  • Place on backgrounds with sufficient contrast

✗ Don't

  • Stretch, skew, or distort the logo
  • Change colors or add effects
  • Place on busy or low-contrast backgrounds
  • Use logos smaller than 0.5 inches in print
  • Recreate or modify the logo elements

Brand Icons & Visual Elements

Our Custom Icon System

These custom icons create a humble, recognizable look without needing words. They represent the core elements of our work and can be used across all communications to reinforce our brand identity and mission.

Complete Icon Library
Bed Icon
Bed
Sleep, rest, comfort, basic needs
Chair Icon
Chair
Furniture, comfort, gathering spaces
Donate Furniture Icon
Donate Furniture
Furniture donations, giving items
Donate Money Icon
Donate Money
Financial giving, monetary support
Heart Icon
Heart
Love, care, compassion, mission
Lamp Icon
Lamp
Lighting, warmth, home ambiance
Nightstand Icon
Nightstand
Bedroom furniture, personal space
Truck Icon
Truck
Delivery, logistics, moving day
Volunteer Icon
Volunteer
Helpers, community, teamwork
Warehouse Icon
Warehouse
Storage, inventory, operations
Wishlist Icon
Wishlist
Needs, requests, shopping lists
Bee Humble Icon
Bee Humble
"Bee Humble" messaging, community action
Icon Usage Guidelines

When and How to Use Icons:

  • Visual Communication: Use icons to create instant recognition without needing text
  • Social Media: Icons work perfectly for Instagram stories, Facebook posts, and LinkedIn content
  • Website Elements: Use for navigation, service descriptions, and call-to-action sections
  • Print Materials: Include in brochures, flyers, and donation materials for visual interest
  • Presentations: Replace bullet points with relevant icons for more engaging slides
  • Email Campaigns: Use sparingly for section headers and key points
Icon Access & Downloads

Download Complete Icon Set

Access high-resolution PNG files of all 12 brand icons for your projects.

Access Icon Library →

Includes PNG files optimized for web and print use

Color Variations

Icon Color Usage:

  • Primary: Humble Orange (#ED6221) for main usage and high visibility
  • Neutral: Grey (#555551) for subtle applications and backgrounds
  • Monochrome: Black for single-color printing or formal documents
  • Reverse: White for dark backgrounds and high-contrast applications
  • Brand Teal: Use sparingly for special emphasis

✓ Do

  • Use icons consistently across all materials
  • Maintain proper sizing and spacing
  • Choose icons that relate to your content
  • Use approved color variations only
  • Ensure icons remain clear at small sizes

✗ Don't

  • Modify, stretch, or distort the icons
  • Add effects, shadows, or outlines
  • Use icons from other sources mixed with ours
  • Make icons smaller than 24px for digital use
  • Use too many icons in one design

Typography System

Typography System

Our three-font system creates perfect hierarchy and emotional resonance: Poppins for clarity, Lora for warmth, and Authenia for those special human moments that matter most.

Poppins (Sans-Serif)

Modern, clean, and highly readable. Perfect for body text, headers, and digital applications.

Clear Headlines
Poppins Bold
Body text for maximum readability and professional communication.
Poppins Regular

Lora (Serif)

Warm and approachable serif that adds personality to quotes and formal content.

Story Headlines
Lora Bold
"Testimonials and quotes that need extra warmth."
Lora Italic

Authenia (Script)

Beautiful script for emotional moments and special words that add humanity.

Happiness
Authenia Medium
Welcome Home
Authenia Regular
Typography Hierarchy
Page Headlines
Lora Bold, 36pt, Color: Deep Teal (#11373E)
Section Subheadings
Lora Semibold, 24pt, Color: Humble Teal (#00ABB8)
Body text for articles, descriptions, and general content should maintain excellent readability while reflecting our warm, professional voice.
Poppins Regular, 14pt, Color: Deep Teal (#11373E)
Captions, small print, and supplementary information
Poppins Light, 12pt, Color: Medium Teal (#005C63)
Before & After
Authenia, 24pt+, Color: Grey or White (based on background)

Typography Usage Guidelines:

  • Headlines & Headers: Use Lora for major headlines and page titles to add warmth and personality
  • Body Text & Navigation: Use Poppins for all body text, ensuring maximum readability
  • Special Moments: Use Authenia for emotional words like "Before/After," "Helpers," "Heroes," "Happiness," "Welcome Home," "Thank You"
  • Digital Applications: Poppins performs exceptionally well on screens and in web applications
  • Print Materials: All three fonts work beautifully in print; choose based on the emotional tone desired
  • Perfect Pairing: Lora headlines + Poppins body text + Authenia emotional accents
  • Line Spacing: Maintain 1.5x line height for body text, 1.2x for headlines, 1.1x for script text
Authenia Special Applications

When to Use Authenia:

Template Labels:

  • "Before" & "After"
  • "Helpers"
  • "Heroes"
  • "Happiness"

Emotional Moments:

  • "Welcome Home"
  • "Thank You"
  • "With Gratitude"
  • "Hope"

Color Usage:

  • Light backgrounds: Use Grey (#555551) for Authenia text
  • Dark backgrounds: Use White (#FFFFFF) for Authenia text
  • Avoid brand colors: Don't use orange or teal for script text - maintain contrast
  • Test readability: Ensure sufficient contrast on all template backgrounds

Use sparingly for maximum impact. Authenia adds humanity and emphasis when Humble Design is being particularly approachable, friendly, and humble.

Font Access & Implementation:

  • Poppins: Available free from Google Fonts (fonts.google.com/specimen/Poppins)
  • Lora: Available free from Google Fonts (fonts.google.com/specimen/Lora)
  • Authenia Textured: Purchased and licensed for Humble Design use. Available in Canva Brand Kit.
  • Canva Access: All three fonts are available in the Canva Brand Section along with brand colors, templates, and assets
  • Web use: Poppins and Lora can be embedded via Google Fonts API
  • Desktop use: Download and install locally for design software
  • Fallbacks: System fonts like Arial (sans-serif), Georgia (serif), and Brush Script (script) as backups

Color Palette

Primary Colors
Humble Teal
HEX: #00ABB8
RGB: 0, 171, 184
CMYK: 73, 0, 24, 0
Humble Orange
HEX: #ED6221
RGB: 237, 98, 33
CMYK: 0, 65, 90, 0
Deep Teal
HEX: #11373E
RGB: 17, 55, 62
CMYK: 85, 50, 45, 45
Supporting Colors
Medium Teal
HEX: #005C63
RGB: 0, 92, 99
CMYK: 85, 35, 40, 25
Light Teal
HEX: #DAE8EA
RGB: 218, 232, 234
CMYK: 12, 2, 6, 0
Light Orange
HEX: #FFDAC8
RGB: 255, 218, 200
CMYK: 0, 15, 22, 0
Neutral Colors
Grey
HEX: #555551
RGB: 85, 85, 81
CMYK: 55, 48, 51, 43
White
HEX: #FFFFFF
RGB: 255, 255, 255
CMYK: 0, 0, 0, 0
Color Usage Guidelines

Primary Color Applications:

  • Humble Teal: Primary brand color for logos, headers, and key messaging
  • Humble Orange: Accent color for calls-to-action, highlights, and energy
  • Deep Teal: Body text, professional documents, formal communications
  • Grey: Text, secondary content, and professional applications
  • White: Backgrounds, headlines, and text on dark backgrounds
Accessibility & Contrast

All color combinations meet WCAG 2.1 AA standards for accessibility.

Humble Teal + White
Contrast Ratio: 4.8:1 ✓
Humble Orange + White
Contrast Ratio: 5.2:1 ✓
Deep Teal + White
Contrast Ratio: 12.5:1 ✓
White + Medium Teal
Contrast Ratio: 8.2:1 ✓
Grey + White
Contrast Ratio: 5.7:1 ✓
White + Grey
Contrast Ratio: 5.7:1 ✓

Color Best Practices:

  • Maintain 4.5:1 contrast ratio for normal text, 3:1 for large text (18pt+)
  • Never rely solely on color to convey important information
  • Use no more than 3 colors from our palette in a single design
  • Orange should be used sparingly as an accent color for maximum impact
  • Test designs with colorblind simulation tools
  • Consider users with visual impairments when choosing combinations

Social Media Guidelines

Platform-Specific Voice & Examples
Social Media Examples: Good vs. Needs Work

✓ Strong Social Media Post

"💐 To all the resilient mothers we've served at Humble Design: Your strength inspires us every day. ✨ After facing homelessness, Paige found housing for her and her daughter but had almost nothing to fill it with. Today, her daughter and she both have beds to sleep in, a cozy living room to relax in, a beautiful patio to enjoy the beauty of outdoors, and a place to share a meal. 🏠 ❤ 'This is more than I ever expected. I didn't think I deserved my daughter, or a home like this, but now I'm embracing who I am becoming,' she told us. 🙏"
Why this works: Personal story with specific details. Uses client's powerful quote. Shows concrete transformation. Appropriate emoji use that enhances rather than distracts.

⚠ Needs More Impact

"We helped some families this month. Thanks to our volunteers! 🏠"
Why this needs work: Vague and generic. No specific impact or story. Doesn't showcase transformation. Missed opportunity to honor families' journeys.
Before & After Templates

Transform your storytelling with our professionally designed before and after templates. The color progression from pale to vibrant perfectly represents our mission of transformation.

Room before transformation with light orange template

Orange "Before" Template

Color: Light Orange (#FFDAC8)

Use for: Empty spaces, initial conditions, pre-transformation states

Gentle warmth suggesting potential

Dining room after transformation with orange template

Orange "After" Template

Color: Humble Orange (#ED6221)

Use for: High-energy reveals, celebration moments, call-to-action content

Dynamic energy and transformation complete

Living room before transformation

Teal "Before" Template

Color: Light Teal (#DAE8EA)

Use for: Empty spaces, initial conditions, pre-transformation states

Represents hope and potential in its gentle form

Living room after transformation

Teal "After" Template

Color: Humble Teal (#00ABB8)

Use for: Completed transformations, furnished homes, success stories

Shows the vibrant result of our work

Template Usage: Important Guidelines

Before & After Template Best Practices:

  • Same-Angle Requirement: Only use before/after templates when you have matching angle photos of the same room
  • Showcase Pics: If you only have "after" pictures, do not use the before and after template overlay. Simply post the pictures on their own.
  • Visual Metaphor: Pale colors represent potential, vibrant colors show transformation realized
  • Consistency: Use the same color family (teal or orange) for both before and after in one story
  • Impact: The dramatic color shift visually reinforces our transformation mission
  • Accessibility: All template combinations meet contrast requirements

Access Your Templates & Brand Kit

Ready-to-use Canva templates with proper branding, fonts, and color combinations. Find everything in the Brand Section.

Access Canva Brand Kit →

Includes fonts, colors, templates for business cards, presentations, and social media posts

Content Guidelines

Writing for Social Media:

  • Lead with impact: Start posts with the transformation or outcome
  • Use active voice: "We transformed" rather than "A transformation occurred"
  • Include specific details: Number of family members, rooms furnished, volunteer hours
  • End with gratitude: Always acknowledge donors, volunteers, or partners
  • Maintain dignity: Focus on hope and possibility, not hardship
  • Use consistent hashtags: #FurnishingHope #HumbleDesign #HomeIsWhereTheHeartIs

Visual Content Best Practices:

  • Before & After: Only use branded templates when you have matching before and after photos
  • Photo quality: Use high-resolution images with good lighting
  • Composition: Include the Humble Design logo in corner of images when possible
  • Privacy: Always obtain permission before featuring families in content
  • Authenticity: Use real photos from actual transformations, not stock images

Implementation & Resources

Brand Asset Downloads

Available Assets:

  • Logo Files: SVG, PNG, and PDF versions in all approved color variations
  • Brand Icons: Complete set of 12 custom icons in PNG format
  • Color Palettes: Adobe Swatch Exchange (.ASE) files for design software
  • Typography: Font files and web embedding codes
  • Templates: Canva templates for social media before/after content
  • Brand Photography: High-resolution images following brand guidelines
  • Email Signatures: HTML templates with proper logo and contact formatting

File Format Guidelines:

  • Print: Use vector formats (SVG, AI, EPS) or high-resolution PNG/PDF (300 DPI minimum)
  • Web/Digital: Use SVG for scalability or optimized PNG files
  • Social Media: Use provided templates with correct dimensions for each platform
  • Email: Use HTML templates or PNG files at appropriate sizes
Canva Brand Kit Access

Complete Brand Kit in Canva:

Access all brand fonts, colors, and templates directly in Canva's Brand Section. No need to download fonts to your computer—everything is ready to use.

Available in Canva Brand Kit:

  • Fonts: Poppins, Lora, and Authenia Textured
  • Colors: Complete brand palette with hex codes
  • Templates: Business cards, presentations, social media posts
  • Before/After Templates: Ready-to-use transformation layouts
Team Contacts

Brand Implementation Support:

General Inquiries: hello@humbledesign.org

National Communications Manager: Available for brand consultation and approval

Web Resources: humbledesign.org for current brand examples

For questions about implementing these guidelines or requesting brand assets, reach out to our team. We're here to help ensure your materials represent Humble Design with authenticity and professionalism.

Brand Asset Access:

  • Contact hello@humbledesign.org for access to high-resolution logo files
  • Request vector formats (SVG, AI, EPS) for scalability
  • Use 300 DPI minimum for print projects
  • Obtain brand photography from the marketing team
  • Social media templates available in Canva Brand Kit

Ready to Create?

Use these guidelines to maintain our authentic, professional brand while creating materials that truly represent the heart of Humble Design.

Questions about brand implementation?

Contact: hello@humbledesign.org

© 2025 Humble Design. Brand guidelines aligned with humbledesign.org