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.
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, Cream, White, or Black only — never orange. Orange is reserved for UI elements and CTAs.
- Logo marks are Navy, Cream, 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
- Warm Cream (#F5F0EB) — 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
- Cream 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