Brand Reference · v2026.06
Men's Wellness Centers
Find Your Edge Over Age. The complete brand system — logos, fonts, colors, voice, imagery, and downloads. Built for designers, partners, and AI tools.
Quick Downloads
The 8 logos you'll actually use.
Wordmark and m-bug, each in navy and white, as SVG or PNG. One click to download the file.
Transparent Background
Same 8 logos, previewed transparent.
Print Vectors
Highest quality SVG for print.
True vector outlines, infinitely scalable, no raster edges. Send these to any printer, embroiderer, or sign shop. Navy, white, and black only.
01 · Identity
Who we are
Locally owned, physician-led men's health practice in Virginia. 60-minute, in-person, no-cost first appointment. Members, not patients.
Tagline rule: Use as-written. Title case. Period included. Never abbreviate, rephrase, or substitute.
02 · Logos
Marks & lockups
Logo marks are Navy, White, White, or Black only — never orange. Orange is reserved for UI elements and CTAs.
- Logo marks are Navy, White, White, or Black only — never orange.
- Use SVG for any large-format / swag / signage application.
- Maintain clear space equal to the height of the 'M' on all sides.
- Minimum wordmark width: 70px digital, 0.75in print.
Featured marks
Full library (192 assets): /logo-library · CDN base: https://mwc-brand.pplx.app/
03 · Color
Palette & pairings
Primary
Extended
Approved pairings
- White text on Navy (#0B1029) — default
- White text on Navy Mid / Navy Light — panels and cards
- White text on Orange (#E8670A) — CTA buttons only
Banned
- White (#FFFFFF) — removed
- Warm Gold (#C6A15B) — removed
- Slate Gray (#424857) — removed
- Body Gray (#B0ADA8) — removed
- Any teal
- Blue gradients
- Multi-color gradients
- Orange text on orange
- Orange body text
- White or light-colored section backgrounds (white text disappears)
04 · Typography
Type system
Type scale (px)
Rules
- Oswald 700 uppercase for all headings and buttons.
- Inter for body, labels, forms, data — sentence case.
- Eyebrows: Oswald 600 uppercase, tracked 0.14em, colored orange.
- All text is white (#FFFFFF). No exceptions.
- No italics — use color or weight for emphasis.
- No em-dashes anywhere.
05 · Voice
How we sound
Descriptors: Assertive · Respectful · Inclusive · Modern masculine · Clinically grounded
Person: Second person. Address men as leaders, protectors, providers.
- Men's Wellness Centers
- Members
- No-cost appointment
- 60-minute in-person appointment
- Physician-led
- Locally owned
- LegitScript certified
- clinic
- practice
- office
- facility
- patients
- clients
- customers
- users
- free (use 'no-cost')
- guy / guys
- em-dashes (—)
- Age Well. MensWell. (deprecated tagline)
- 15-minute call
- consult
- visit
- video appointment
Approved CTAs
06 · Imagery
Photography direction
- Real men, 35–65, Virginia regional feel
- In-person, physician-led settings
- Natural light, documentary tone
- Family / vitality moments framed as outcomes
- AI-generated faces or bodies
- Generic stock-cliché (handshakes, lab beakers, syringes)
- Shirtless gym mirror selfies
- Pill-bottle close-ups
Stock library: /stock-downloads
07 · References