STYLE
Guide
Contents
One clear rulebook.
Keep every KI Health colour, font, logo and word recognisably the same.
The
Brand
Careful consideration has been given to the KI Health brand. It is the integral part of our identity that says, before a word is spoken, who we are and how we work.
Why we exist
- 1Once upon a time. WA families needed workers who'd actually show up.
- 2Every day. Big agencies treated care like a roster.
- 3Until one day. Blake & Jodie opened KI in Perth, in-home within 24 hrs.
- 4Because of that. Fair in-house payroll, right-fit matches, fast.
- 5Until finally. WA's most trusted disability & nursing partner.
Positioning
For WA families and care facilities, KI Health is the Perth team that shows up in person, while big agencies send emails.
Who we serve
Values
- 01Show upA time, a name, a place. Presence is the service.
- 02People firstTreat care like people, not a roster.
- 03Plain talkNo jargon, no fine print, no surprises.
- 04Same everywhereOne story, one promise, every channel.
The
Voice
Consistent voice is how a support worker on the phone, a nurse on shift, and a poster on a fridge all sound like the same organisation. This chapter locks that in.
Personality slider
The gold dot shows how KI Health should sound. Double-tap any scale for a plain explanation.
Messaging pillars
Tagline
“Care that shows up.”
One line, used sparingly, set in Cormorant italic. Always attributable to KI Health, never split across a line break.
Writing tips
- Use the person's name.
- Say when, where, and by whom.
- Say what happens if we can't.
- Read it aloud before you send.
- Use "leverage", "solutions", "stakeholders".
- Hide behind passive voice.
- Promise 24/7 if you mean business hours.
- Split the tagline across a line break.
The
Mark
The mark is the most concise and recognisable symbol of KI Health. It stands alone for us in places where nothing else has room, from a favicon to a lanyard tag.
Primary logotype
The primary logotype is the default expression of the KI Health identity. It carries the serif monogram, the gold hairline, and the sans companion in one drawn artwork. It is never re-typed, re-spaced, or re-coloured outside the values on this page.
Construction
The lockup is built on a strict x-grid where 1x equals the cap-height of the KI monogram. Every proportion, hex diameter, wordmark baseline, and care-line offset, is measured against this unit. Never redraw, rescale by eye, or re-space the elements.
Clear space & minimum size
Clear space equals the cap-height of the KI monogram, noted as 1x. Nothing enters this zone: no photography, no text, no page edge, no UI element.
Minimum size: 128px digital, 34mm print for the primary lockup. Below that, use the mark only.
Variations
Eight approved variations cover every reproduction case. The columns are finish, full-colour through reversed. The rows are orientation, vertical (primary) and horizontal. Nothing outside this matrix is a KI Health logo.
On backgrounds
One rule: contrast wins. Full-colour lockup on paper, cream, and ivory. Reversed lockup on ink, ink-deep, and solid brass. On photography, add a holding field, a solid ink chip or a scrim, before placing the mark.
Placement rules
The primary lockup anchors to a corner. Top-left is preferred for covers, web headers, and stationery. Bottom-left reversed is used for dark plates, posters, and full-bleed photography.
Co-branding
When KI Health appears alongside a partner, funder, or referrer, our mark leads and the partner mark follows. Separate the two with a 1px hairline set at cap-height. Never merge, overlap, or lock partner marks directly to ours.
Misuse
App icon & favicon
The mark, our gold shield with the "KI" serif, is the app icon. We never letterbox the wordmark, never crop the horizontal lockup, and never place the mark on top of a photograph. The shield holds its own silhouette. Give it a calm ground, correct corner radius, and enough optical padding.
Colour
Consistent use of colour is central to our identity. To keep the palette true across print and screen, only the approved teal, cream, and gold values shown in this chapter may be used.
Core palette
Usage ratios
A calm ground, a confident anchor, a warm neutral, a whisper of gold. Keep to these proportions and the brand stays composed.
Pairings
Accessibility
Every pairing we ship meets WCAG 2.2 AA for body text. Ink on Cream and Cream on Ink both exceed 12:1. Gold is a signature, not a text colour, use it only for graphic elements and large display type on deep ink.
Colour misuse
Typography
Type carries almost every touchpoint we own. Cormorant Garamond for weight and warmth, Poppins for clarity: paired, weighted, and spaced as detailed here.
Cormorant Garamond
Used for chapter openers, headlines, and pull quotes. Set at medium weight, generous size, tight tracking. Never bold at small sizes, never all-caps.
Poppins
Poppins carries every functional word: body copy, captions, navigation, labels, forms. Regular for body, medium for labels, semibold for micro-eyebrows.
Hierarchy
Typography misuse
Six ways the type system fails. Each tile shows the wrong result, not just the rule.
Imagery
Photography is where the brand meets a real Perth street, a real support worker, a real front door. This chapter defines the direction so no image ever feels stock or AI.
Photography principles
Where we photograph
Real Australian settings. Homes over studios, verandas over waiting rooms, cafés over conference rooms.
Photography misuse
Real reference frames, marked wrong. The picture must fail visibly, not just in caption.
Copy this brief when hiring a photographer or writing an AI prompt. Every line has a reason: warmth, dignity, and Perth truth.
Graphics
The grid, iconography, and layout system are the quiet scaffolding beneath every KI Health page. Together they hold the mark, the type, and the imagery in the same architecture.
A twelve-icon set
A twelve-column grid
One message, one anchor.
Every layout carries one idea and one quiet brand anchor.
The format changes; the recipe does not. One headline, generous space, the mark in a corner, and the gold rule as the only ornament. Posters, web heroes, print spreads and social posts all follow this same rhythm — see Brand in use for the worked examples.
Governance
Approvals, custodianship, version history, and how to request assets. Everything that keeps the identity coherent as the team, and the work, grows.
See the brand at work.
Print, digital, uniforms, vehicles and social — kept in one practical gallery.
Open Brand in use →One source of truth.
Check every public item before it goes live.