kind365 Brand Guide

Brand story

kind365 exists to make kindness a daily habit - one small act at a time. Our brand should feel warm, optimistic, and quietly confident: a gentle nudge, not a lecture.

Mission

Help people complete a random act of kindness every day, track progress, and turn generosity into a lasting habit - alone or with their community.

Promise

One kind act a day. Simple tools, real streaks, real impact - for people, workplaces, classrooms, and congregations.

Personality

Friendly · Hopeful · Clear · Inclusive · Playful without being childish (except in Kids Mode, where playful is the point).

“Spread kindness every day.” - our tagline. Short, active, and universal.

Logo & wordmark

The primary mark is the lowercase wordmark kind365 set in Filson Soft Bold. There is no separate symbol required next to the wordmark in marketing; the app icon stands alone as the product mark.

kind365

Primary - light
Teal wordmark on white or light gray. Default for marketing sites and documents.

kind365

Primary - dark
Light teal / mint wordmark on near-black. Use in dark UI chrome and night-mode marketing.

kind365

Reversed
White wordmark on brand teal. Banners, store screenshots, social cover crops.

Program lockups

Program sites append a suffix in system sans (not Filson). Keep the wordmark teal; suffix is muted uppercase tracking.

kind365

for Business

kind365

for Education

kind365

for Churches

Clear space & minimum size

kind365

Keep clear space around the wordmark at least the height of the “k” on all sides. Don’t crowd it with other logos or dense copy.

Don’t stretch, skew, or outline the wordmark.
Don’t recolor it outside the approved palette (teal, white, light teal on dark).
Don’t set the product name in all caps: KIND365.
Don’t insert spaces or hyphens: kind 365, kind-365.
Don’t place the wordmark on busy photography without a solid or scrim.
Minimum digital width: ~96px for the full wordmark; prefer larger in headers.

App icon

The app icon is the product’s primary graphic mark - used for installs, favicons, PWA, and social avatars. Prefer the PNG master; keep corner radius platform-native (iOS/Android mask the square).

128px

80px

48px

32px / favicon

Download icon.png 256×256 PNG

Do: use the full-bleed icon on solid brand or neutral backgrounds. Don’t: add drop shadows, text, or badges on top of the master artwork for marketing.

Color system

Teal is the brand anchor. Neutrals carry most UI. The consumer app also offers a full accent palette users can personalize - those colors are first-class brand accents for illustrations and campaigns.

Core brand

Brand Teal #007A72 Primary CTAs, wordmark, links, focus rings

Teal Light #E0F2F0 Chips, soft fills, selected rows

Teal Dark #005C56 Hover states, gradients, emphasis

Sage Green #449891 Legacy / alternate teal (app accent “Sage”)

Neutrals

Ink#111827Primary text

Muted#6B7280Secondary text

Border#E5E7EBDividers, inputs

Canvas#F9FAFBSubtle backgrounds

App accent palette

User-selectable accents in the consumer app (and safe for marketing illustrations).

Periwinkle#6B8DD6

Coral#E06C75

Amber#F5A623

Purple#9B59B6

Blue#3498DB

Pink#E91E63

Green#2ECC71

Orange#F39C12

Program accents (marketing sites)

Business#007A72Brand teal - primary program color

Education#9B59B6Purple accent for education marketing

Churches#F5A623Warm amber for church marketing

Typography

Two roles only: a distinctive brand face for the wordmark, and a highly legible system UI stack for everything else.

Brand - Filson Soft Bold

kind365

Wordmarks only. Single bold cut; set weight 400 so the face isn’t double-bolded. Letter-spacing ≈ -0.02em.

Display / UI - System sans

Spread kindness every day

-apple-system, BlinkMacSystemFont, “Segoe UI”, Helvetica, Arial, sans-serif. Headings 700-800; body 400-600.

Body

kind365 reminds you to complete one random act of kindness a day. Build a streak, celebrate milestones, and invite your workplace, class, or church to join you.

Body ~16px / 1.6 line-height. Muted color for secondary lines. Prefer short paragraphs.

Role	Size (web)	Weight	Notes
Hero	clamp 2-2.9rem	800	Tight tracking
Section	~1.5rem	800	Page structure
Body	1-1.05rem	400-600	Readable on mobile
Label / chip	.72-.78rem	700	Uppercase + tracking OK for labels only
Wordmark	context	Filson 400	Never all-caps

Voice & tone

Tone analysis for writers, support, social, and product copy. We sound like a kind friend who happens to build software - never a corporate CSR brochure.

We are

Warm: encourage, don’t guilt.
Clear: plain language first.
Optimistic: small acts compound.
Inclusive: anyone can start today.
Human: contractions, short sentences.

We are not

Preachy: no moral superiority.
Corporate-cold: avoid jargon stacks.
Cynical: humor is gentle, not snark.
Salesy: features serve the habit.
Exclusive: no “only for the elite givers.”

Tone spectrum

Context	Energy	Formality	Example
Product (empty states, CTAs)	Upbeat, brief	Casual	“Ready for today’s act?”
Milestones / celebrations	High, joyful	Casual	“7 days strong - you’re building a real habit.”
Support / legal	Calm, steady	Clear-neutral	“Here’s how to delete your account and what we remove.”
Business / ESG	Confident	Professional-warm	“Document the value of volunteered time - without another spreadsheet.”
Education	Encouraging	Teacher-friendly	“One class code. Daily kindness. No grading required.”
Churches	Respectful, hopeful	Warm-formal	“Carry kindness from Sunday into the other six days.”
Kids Mode	Playful, big	Very casual	“YES! You did it!”

Do say

“One small act today.”
“Your streak is waiting - no pressure, just a nudge.”
“Invite your team with a single code.”
“We donate ad proceeds beyond basic costs to charity.”

Don’t say

“You’re a bad person if you skip.”
“Disrupt the kindness paradigm with synergy.”
“Only elites build real habits.”
“Guaranteed to change the world overnight.”

Writing system

Mechanics that keep product, marketing, and support aligned.

Topic	Rule	Examples
Product name	Always lowercase kind365 in body copy. Never “Kind 365” or “KIND365”.	kind365 · kind365 for Business
Program names	“kind365 for Business / Education / Churches / Kids”	Not “Kind365 Business Edition”
Acts	“act of kindness” / “acts” - plain and concrete	“Log today’s act”
Streaks	Celebrate without shaming misses; repairs exist	“Repair a day” not “you failed”
Buttons	Verb-first, 1-3 words	Get the App · Start free · Download PDF
Dates	Local calendar days for user acts; UTC only for global admin periods	User-facing: “today”, “yesterday”
Emoji	Sparingly in marketing; Kids Mode may use more	Prefer one meaningful emoji, not a parade

Program brands

Same parent brand, distinct promises. Reuse the wordmark; vary accent and audience language.

Consumer

kind365

Daily acts, streaks, friends, charity voting. Default teal. Home of the product story.

Business

for Business

Culture, wellbeing, documented impact value of volunteered minutes. Teal + professional-warm tone.

Education

for Education

Classrooms, SEL, participation - purple accent on marketing. Kid accounts + parent tools.

Churches

for Churches

Congregation habits and service beyond Sunday - amber accent. Respectful, hopeful language.

Kids Mode

A separate visual system for child accounts: candy palette, rounded type, giant targets, and Kindly the heart mascot. Grown-up chrome is recolored coral in Kids Mode - never mix adult dense UI into kid surfaces.

Bright · Rounded · Instant joy

Sky gradients, chunky buttons, sticker-like rewards. Colors stay vivid in light and dark; surfaces adapt.

Coral#FF6B8AKids chrome accent

Grass#43C97FYES / success

Berry#2B3A67Kids ink

Imagery & product art

Prefer real product UI over stock “handshake” clichés. Screenshots should feel current and honest.

Home - light

Home - dark

Streak celebration

Do use device frames sparingly; soft shadow, realistic bezels.
Do show diverse, everyday kindness - not performative charity photo ops.
Don’t fake App Store ratings, UI that doesn’t exist, or misleading stats.
Don’t overlay heavy filters that shift brand teal off-spec.

Social & share images

Ready-made cover art for every site wing - used automatically as the link-preview image on Facebook, LinkedIn, Slack, Discord, WhatsApp, and iMessage/SMS rich links (via Open Graph & Twitter Card tags), and available here as downloads for manually uploading as a Twitter/X header, Facebook Page cover, or LinkedIn banner.

kind365 (consumer)

Link preview 1200×630 Banner 1500×500

kind365 for Business

Link preview 1200×630 Banner 1500×500

kind365 for Education

Link preview 1200×630 Banner 1500×500

kind365 for Churches

Link preview 1200×630 Banner 1500×500

kind365 Invest / Donate

Link preview 1200×630 Banner 1500×500

Each card is the app icon lockup with the Filson Soft Bold wordmark on brand teal, a program badge where relevant, and a one-line description matching that wing's mission - so a shared kind365 link always identifies itself correctly, even to a reader who never clicks through.

UI patterns (product & web)

Shared tokens so marketing, portals, and the app feel like one family.

Radius

Cards 16px, form controls 10px, marketing CTAs full pills (100px). Kids Mode: chunkier, offset “hard lip” shadows.

Buttons

Marketing CTAs: pill shape, bold 1rem, 14×28 padding. Primary filled teal; ghost 2px outline → teal on hover.

Primary Ghost

Motion

150-200ms ease for hover. Celebrations can be richer; never block core flows with animation.

Accessibility

Brand choices should never sacrifice readability or inclusion.

Body text on white: ink #111827 (not light gray).
Teal on white is for large text / UI chrome; verify contrast for small labels.
Don’t encode meaning by color alone - pair with icons or text.
Respect reduced motion and system font scaling in product UI.

Product modes

High-contrast and large-font accessibility modes ship in the app. Dark mode follows a per-account preference (system / light / dark).

Downloads & usage rights

Partners and press may use these assets to refer to kind365 accurately. Don’t imply endorsement, alter the marks, or use them for unrelated products.

App icon (PNG) Icon 256×256 Filson Soft Bold (OTF)

Wordmark: set the text “kind365” in Filson Soft Bold at brand teal - there is no separate SVG logo file required. For partnership decks or co-branded work, email contact@kind365.app.

Employees: this page is the source of truth for brand. The Employee Hub “Brand kit & voice” article links here - use these specs before any external deck, flyer, or social post ships.