# Wellet Brand Guidelines

## Logo

The Wellet wordmark is the primary brand mark. Use the full wordmark whenever space allows. Use the "w" mark only for small-space applications (app icons, favicons, social avatars).

**Minimum sizes**

- Wordmark: 80 px wide (digital), 0.75 in wide (print)
- W-mark: 24 px square (digital), 0.25 in square (print)

**Clear space:** Maintain clear space equal to the height of the "w" on all sides.

**Don't**

- Don't recolor the wordmark outside the approved palette
- Don't distort, rotate, or add effects (shadow, gradient, outline)
- Don't place on busy photography without a solid backing
- Don't re-typeset "Wellet" — always use the provided SVG

## Color palette

### Primary

- **Wellet Sage** — `#608F7C` — primary brand color
- **Deep Ink** — `#1A2329` — primary text, dark backgrounds
- **Paper** — `#FAFAF7` — default background

### Supporting

- **Warm Cream** — `#F4EFE6` — section backgrounds
- **Sage Tint** — `#E8EFEB` — soft highlights
- **Signal Amber** — `#C67E3F` — attention, change indicators
- **Signal Clay** — `#B85C4C` — errors, critical signals

## Typography

- **Display:** Fraunces (serif). Used for headlines and the wordmark.
- **Body:** DM Sans (sans). Used for all running text and UI.

**Type hierarchy**

- H1: Fraunces 48–64px, weight 500
- H2: Fraunces 32–40px, weight 500
- Body: DM Sans 16–17px, weight 400, line-height 1.55
- Caption: DM Sans 13–14px, weight 500

## Voice

Wellet's voice is calm, honest, and human. We speak with the quiet confidence of someone who has sat at the kitchen table with a caregiver at 11 PM.

**We say**

- "loved one," "family member," "the person you care for"
- "notices," "watches for," "follows," "reads," "stays on top of"
- "helps coordinate care"

**We don't say**

- "parent" — caregiving covers spouses, siblings, friends
- "track," "tracks," "tracking," "monitor," "keep tabs on"
- "flag medical errors," "catch mistakes"

### Tone principles

- **Specific over clever.** Name the real moment, not an abstraction.
- **Care, not alarm.** A change is information, not a crisis.
- **Humble about medicine.** We coordinate. We don't diagnose.
- **Plain language first.** If a clinician term is needed, explain it.

## Usage

- Approved logo files (SVG + PNG): `/press/logos/`
- Screenshots: `/press/screenshots/`
- Founder photo: `/press/founder/`
- Press contact: **betsy@getwellet.com**
