Brand Guidelines
How to use the Care Home Portal identity consistently across every touchpoint.
Logo
Our logo combines a calm, minimal home-and-heart mark with the wordmark. Use it with care.
Keep at least the height of the logo icon as breathing room on all sides.
Never display the logo smaller than 24 px in digital or 8 mm in print.
Keep the aspect ratio locked. No skewing, rotating or adding heavy drop shadows.
Use the logo mark as provided. Do not recolour, add filters or place it on busy backgrounds.
Colour Palette
Sage and cream create a feeling of calm, trust and warmth — perfect for care.
Typography
Sora brings confident warmth to headlines. Manrope keeps body copy calm and readable.
"Care with confidence."
Used for headlines, section titles and key callouts.
"Every resident deserves technology that feels like a gentle hand on the shoulder."
Used for body copy, descriptions, UI labels and navigation.
Tone of Voice
We speak with the same warmth, clarity and respect that care professionals show every day.
We sound human, not corporate. Use 'you' and 'we'. Avoid jargon and acronyms whenever possible.
Short sentences. Active voice. One idea per paragraph. If a word doesn't add meaning, cut it.
Never patronise. Care workers are skilled professionals. Speak to them as peers, not pupils.
Confidence without arrogance. We solve problems quietly, not by shouting about features.
No urgency language. No ALL CAPS for emphasis. Let the design breathe and the words follow.
Use gender-neutral language. Refer to 'residents', 'team members' and 'families' — not patients or staff.
- "Your team stays in sync, effortlessly."
- "Medication records you can trust."
- "Built with care professionals, for care professionals."
- "Everything in one calm, intuitive place."
- "Leverage our best-in-class solution."
- "Revolutionise your workflow today!"
- "Users will love our cutting-edge platform."
- "Don't miss out — act NOW!"
Photography & Imagery
Images should feel candid, warm and real. Avoid stock clichés.
Soft daylight, not harsh flash. Warm, airy rooms with real textures.
Show a mix of residents, families and team members. Genuine interactions over posed smiles.
Actual care homes, not clinical hospitals. Home-like interiors with personal touches.
Lean toward cream, sage and soft earth tones. Avoid cold blue filters.
Avoid over-the-shoulder laptop shots, forced high-fives and generic handshake photos.
Never show residents in vulnerable moments. Consent and dignity come first.